Google’s enormously successful pay-per-click (PPC) advertising system can create a high return on investment for outreach to specific target audiences. When you use Google to search for a product or service, you’ve undoubtedly noticed the advertisements that appear at the top and right side of the screen. Google generates these ads on behalf of companies or organizations who have paid to have them shown whenever certain keywords are entered into search, using a very sophisticated behind-the-scenes engine that matches the keywords with the amount an advertiser is willing to pay to have its ad shown.
That’s right: the advertiser controls how much they are willing to spend up to a daily maximum, and Google shows their ad accordingly. Using popular, non-specific keywords (e.g. “training”) costs an advertiser more than a specific keyword that is not as popular (e.g. “welding certification”). This article from WordStream explains the benefits of Google AdWords in the form of a top-ten list. The first three reasons cited are the scalability, flexibility, and measurability of this advertising platform. FCM has found these reasons to be true during our work with a number of education customers to create online advertising campaigns with budgets as small as $700 per ad for a 30-day campaign. These customers benefited from increased website traffic and increased phone contacts as a result of the ads’ calls to action, ultimately resulting in increased program enrollment. However, we know finding funding for outreach is often a luxury in the world of the nonprofit.
Google Ad Grants is an exciting program that brings nonprofits the power of AdWords to create a custom strategy to improve visibility, awareness and reach. Google Ad Grants empowers nonprofit organizations by granting up to $10,000 per month in in-kind AdWords advertising to promote their missions and initiatives on Google search result pages. In order to qualify for Google Ad Grants, your nonprofit must hold current and valid charity status and meet eligibility requirements. Schools are not eligible. The nonprofit guide and eligibility requirements can be downloaded here.
Interested? Check out these case studies and learn more about eligibility; then, apply for the grant and get your mission noticed.