As a nonprofit, finding ways to be featured on the first page of a Google search can be difficult to achieve. Google is aware of the struggles of nonprofits and is working to help. Any for purpose operation can apply for a $10,000 grant to assist them with their advertising.
Now, this deal from Google seems too good to be true, but it truly exists. Google willingly gives these funds to charities because it gives them a tax break while helping many nonprofits making it a win-win situation. Additionally, Google restricts nonprofits to a maximum bid of $2 per keyword; thus, keeping the higher valued words available for buyers which won’t cut deep into what they make for profit. Google Grants remains largely underutilized since many people do not know about it. It is a hidden perk for nonprofits.
Nonprofits need to take more advantage of it because the approval process takes little time. To start, you need to connect with Google for Nonprofits and create an account. Any organization that wishes to do this must meet the following requirements, through Google for Nonprofits:
- Have 501(c)3 status
- Must have valid charity status in their country
- Cannot be a governmental entity or organization; hospital or health care organization; schools, academic institution, or university
- Agree to follow Google’s certifications regarding nondiscrimination and donation receipt
- Have a live website with a decent amount of content.
Once you have been approved with Google for Nonprofits, you create an AdWorks account to begin the Google Grants’ process. AdWorks runs better versus pay-per-clicks because you do not have to pay for it. Instead, you are utilizing SEO and obtaining what you would get for free anyways. Think of it as either working your way to the first page or paying for it. Through organic marketing, you can use social media, blogging, and other searches to get what results you want without paying for it. Pay-per-click should only come if all other measures have been exhausted.
With the approval of your AdWorks account, you can begin the process of finalizing your account and ad campaign. To create a campaign is simple: from the homepage, click on “Campaign Tag” at the top and select “Begin Campaign” to begin advertising. You can specify your search network to specific areas, if that matters, Be sure to set up the search with the limitation of $329 per day so you are not given additional charges.
Remember, once you have completed the application for your different accounts the rest is tackled in three easy steps:
- Create Campaign
- Create Ads
- Create keywords to point to ads
Once you have those steps in order, you are set and ready to begin more efficient campaigning.