6 Steps to Use Google AdWords For Nonprofits

As a nonprofit you are allowed $10,000 free advertising monthly on Google Search with Google AdWords. Although certain terms and conditions apply, it is a fabulous opportunity to get a kick start at a campaign, boost your donation page, your blog and other web pages. It would be stupid not to take advantage of it. 


We have lined up 6 steps to get started with Google Ad Grants:

1- Is your organization eligible with Google Ad Grants?

  • Check if your country is eligible
  • Apply and register your organization to Google For NonProfits
  • Have a valid charity status determined by Google For Nonprofits
  • Have a live website with some quality content

To check out your eligibility click here 


2- Maintain your eligibility on Google Ad Grants

  • Have your ads linked to your website domain
  • Log in to your Google AdWords account at least once every three months
  • Choose the right keywords related to your organization and mission
  • Do not do commercial advertising
  • Do not use ads to promote back links
  • Do not display affiliate advertising websites


3- Why use Google Ad Grants?

With Google Ad Grants you will increase the 3 major aspects of any nonprofit organizations: volunteers, donations and visibility. Reach prospect donors and volunteers by using Google Search, match your keywords to your audience and get found!

Your donors or volunteers are searching online for Nonprofits just like yours, so make yourself visible! You get access to $10,000 free advertising monthly, so $330 a day. It is a lot! Google Ad Grants allows you to target your audience by region, so particularly helpful to reach to volunteers. 

Remember, the easier it is for your prospect donors to donate and the least efforts they have to make the more engagement and donations you will receive. Google Ad Grants will drastically increase your donations as long as your ads are done well. 


4- Pay Per Click

How do you set up your pay per click campaign on Google Ad Grants? Easy! As mentioned, you are allowed $10,000 a month, $330 a day and $2,00 per click meaning you have to set your click for $2,00 and choose your keywords accordingly. 

To set up your keywords, use the keyword planner to get ideas on keywords matching your services, organization or web page. Check your keyword PPC and your keywords competition. You want to target keywords with low competition and high search results.

If you do not know how to set your keywords, create an ad and Google will guide you through the process and find keywords that match your ads. Your ads should also be short, use action verbs and be action driven. Add a call to action to drive traffic to your website and to your donation page. Make your ad goal oriented!

Remember, if your keywords are not relevant to your ad or landing page your ad ranking is going to go down meaning that you will not be ranked high on Google Search. When your ranking goes down, so are your chance to get noticed and increase donations. 


5- How to manage your AdWords Account

There are 2 ways to manage your accounts: 

  • AdWords Express: Automatically manage when and where your ads appear and does it all for you. You just have to write your ad text and you are ready!
  • AdWords: Manage the campaign yourself and get access to more tools to target your audience!


6-  Check your results

Use your accounts to understand your campaign results and get access to "opportunities" to make your campaign better. Your Google AdWords account features all types of analytics, click-through, views, monthly cost and conversion. You will find out which keywords are the strongest, what is driving donations and recruiting volunteers. To get more campaign results, use Google Analytics to understand conversion and how your audience interacts within your website. 


Thank you for reading our article on Google AdWords for your nonprofit in 6 steps. Follow the instructions above and you are on your way to a successful campaign.

If you are having issues setting up your Google Ad Grants campaign, developing a strong advertising strategy or increasing your donations contact us today! We specialize in Google Ad Grants, learn more about us here. 










10 Easy Steps To Improve Your Ads

As an nonprofit owner or a marketer it is critical to have knowledge of Google Ad Words and to know tricks to improve your ads. Whether you are already using Ad Words for your business or not learning tips will help you in many other aspects of your business such as SEO, branding and most of digital marketing.

easy steps to improve your ads


Here we have lined 10 tips to improve your Google Ad Words account:

1- Understand Pay Per Click

Know your numbers meaning the amount you are willing to spend for each click and still maximize your return on investment (ROI).

2- Keywords

First, your keywords should highly be related to your ads and to your landing page. Ad quality on Google Ad Words is mostly based on the relevance of your keywords to your landing page. 

3- Your Selling Propositions

Base your click through rate with a strong USP (unique selling propositions) your business has. Write a short list of 3-5 unique selling points and make it a turning point for your audience. 

4- Negative Keywords

Add negative keywords to prevent your ads from showing to people who are not in your target audience or who are not interested in buying your products. 

5- Top of the Page

When it comes to Google Search focus all of your attention on getting the ads on top of the page above the search results and not on the side. You will get a much higher click through with ads your audience gets to see first. Although, to get on top of the page you need a high quality score so work on your ads, keywords and landing page!

6- Conversion Tracking

Do not forget to set up conversion tracking to understand which keywords work best for you and spend a couple minutes each day looking at your analytics and remove keywords that are not performing well. Set up Google Analytics to also help you understand the way your audience navigates through your site and how they make use of your keywords. 

7- Remarketing

Use remarketing and show your ads to an audience who has previously visited your website or used your apps. Remarketing is a great tool to target an audience who may not have bought your products the first time but who is interested in your business. 

8- Google Extensions

Use all Google extensions that fits your business, the more extensions you have the more you are giving your audience guidance and ways to contact your business first before your competition. Also, the more space you take the more of a chance you have to get a click. 

9- Geo-targeting

Enable geo-targeting in your ads, so users can see your location and find you easily when they are in your area. 

10- Keyword Planner

The more specific your keywords are the more you can target your ideal customers. Use keyword planner to find keywords related to your landing page and products, get keyword ideas or related keywords. Keyword planner is your best friend as it comes to Google Ad Words; use it to see your keywords competition, pay per click and search. 


Google Search or Google Display are some of the best way to get exposure and target your perfect customer. Start by building an advertising plan for your nonprofit, set your ad goals and maximize your ROI. 

If your nonprofit is a registered 501(c)3 nonprofit organization you may be able to benefit from free advertising via Google Ad Grants. Not sure how it works? Contact us today and will find out if you qualify and manage your Ad Grants account. To learn more about us click here. 

Thank you for reading!


Source: http://www.smartinsights.com/paid-search-marketing-ppc/paid-search-strategy/12-steps-improving-google-ad-words-infographic/


How to Build A Great Landing Page

You may be wondering what is a good landing page? Or what conversion should you get from it? Well, a good landing page has at least a 20% conversion rate. If you are not there yet read the following steps to reach this goal!

1- Build An Effective Landing Page

  1. Headline: write a clear and concise headline, keep it action oriented and offer your benefits right away. 
  2. Benefit statement: under the headline explain your offer in 1 to 3 sentences. Then how your customers would benefit from this offer in 2 to 3 sentences.  
  3. Use bullet points, numbers and bolding for the benefit statement.
  4. Remove the navigation menu from the page or any other links, so your audience cannot leave the page unless to perform the action you want them to. 
  5. Add an appealing image or a video but if you include a video keep it short.
  6. Add share icons so your customers can share your page on social media. 
  7. Use the psychology of conversion, which is simple marketing psychology to get leads.




2- The Capture Form For Landing Pages

  1. The length of your image or text should mirror the capture form.
  2. Capture form: the form should be extremely simple with only the basic and minimum information you require. For instance, name, email, phone and company name.
  3. If you require more information from your customers add it on the second page.
  4. Add a call to action at the end of your form. Use action verbs such as "download" or "get it now."  



3- Features and Additional Information

  1. Pricing: to add pricing to a landing page add it below the capture form and make it a clear design separation. Make sure to keep your pricing simple and on 1 line only. 
  2. Q&A: to add a Q&A to a landing page keep it 10 questions or less and 1 to 3 sentences answers. Position your Q&A under your capture form. 
  3. Features: for additional features insert a clear headline with a 1 to 2 sentences description on each feature. You can add an icon or a small picture for each. Place the features under the capture form. 



4- Build a Thank You Page

  1. Deliver the offer or inform your customer exactly when they will get it and be precise such as "within 24 hours."
  2. Display the navigation menu. 
  3. Provide additional content about the product.
  4. Move your new leads into your buyer's journey with a new call to action. 
  5. Include other options. In your thank you page you can include other products to download.
  6. Add special offers or coupons. 



If you have any questions please feel free to comment below. For help building your landing pages or increasing your conversion rate contact us today.


Thank you for reading!

For additional information on how to build a landing page click here and for thank you pages examples here.