Google Grants - Management & Optimisation
We help charities maximise the potential of receiving a Google grant. We'll spend time with you to understand your objectives and the issues you deal with and then build an advertising strategy built around your goals.
Once configured we'll then optimise your campaigns over time - if appropriate we can also look at skills transfer to enable you to manage campaigns in house thereafter.
An Introduction To Google Grants
The Google Grants programme is a unique in-kind donation programme that offers eligible charities up to $10,000 a month in AdWords advertising spend.
The programme is open to organisations that work in areas such as science and technology, education, global public heath, the environment, youth advocacy and the arts. There are some limitations to what you can and cannot do - for example a maximum bid for keywords and you can only advertise on the Google Search Network.
If you haven't yet applied you can do so online at http://www.google.com/nonprofits/. If you are in the UK you'll need to first register with the Charity Technology Exchange to receive an ID.
How Do Google Grants Work?
Advertising with Google AdWords allows you to actively target people that are searching for what you do or the issues you deal with.
When someone does a search on Google for search phrases that relate to your organisation this can trigger an advert for your charity. These adverts typically appear on the right hand side or above the main search results in a "sponsored links" section.
If someone clicks onto your advert they are taken to a relevant page on your website and your account is charged a small fee for the click. Under the grants programme this cost is just debited from your monthly budget.
Some Common Pitfalls
To get the most out of the grant you do need an understanding of how Google AdWords works and will need to actively manage your account.
A common mistake is to target keywords that are far too general - for example "cancer" rather than "support cancer charity". It's important to take into account the motivation of the person performing the search and also the likely competition for the term and you'll need to direct people to relevant content on your site.