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UPDATED 2020! How To Get $10k Per Month Of Free Google Advertising
RESOURCE FOR CHURCHES & NON-PROFITS
You're in the right place:
▶ If you're a non-profit or ministry leader and you want to reach & impact more people using the Internet.
▶ You desire to build a highly-engaged, global audience who follow your messages.
▶ You desire to effectively connect with the next generation, disengaged, online church "browsers" & the spiritually-lost looking for answers.
▶ You've thought about using your website and social media to increase funding, donations, missions outreach, and online giving.
1. WHAT IS THE GOOGLE ADGRANTS PROGRAM?
ANSWER:
This is important. The Google Adgrant program doesn’t give you $10,000/month in cash. Rather, you will receive $10,000 per month in advertising credits that you can use on Google Ads, which is Google’s primary advertising product.
WHAT WOULD YOU DO WITH $10K PER MONTH OF INKIND ADVERTISING FROM GOOGLE?
2. What are the Eligibility Requirements?
GOOGLE AD GRANTS IS A DONATION PROGRAM THAT DISTRIBUTES $10,000 PER MONTH IN FREE, IN-KIND ADVERTISING TO SELECT 501(C)(3) NONPROFIT ORGANIZATIONS.
3. WHY GOOGLE SHOULD BE PART OF YOUR MINISTRY‘S GROWTH PLAN
4. PROGRAM GUIDELINES
Your ads will show up above or next to Google search results. Google Ad Grants, along with other services, is made available by Google for Nonprofits and is available in over 50 countries.
NEW GUIDELINES (UPDATED August 2020)
WHAT CAN $10K PER MONTH IN ADVERTISING DO FOR YOUR ORGANIZATION?
GOOGLE AD GRANTS HAS HELPED DRIVE MORE THAN 350,000 VISITORS TO OUR SITE, BRINGING AN ADDITIONAL $440,000 FROM MORE THAN 5,000 DONATIONS — AND ALL WITHOUT ANY COST TO OUR ORGANIZATION!
- Kevin Conroy, Chief Product Office, GlobalGiving
KEY METRICS
GOOGLE AD GRANTS REALLY PUT US ON THE MAP! AD GRANTS IS STILL INVALUABLE, ESPECIALLY IN LAUNCHING NEW INITIATIVES AND SERVICES.
- Kenneth Hess, Founder & President, Science Buddies
KEY METRICS
5. HOW IT‘S DONE: RUNNING A SUCCESSFUL $10K/MO ADGRANTS CAMPAIGN
Getting accepted into the Google Adgrants program is one thing. Effectively making use of your grant budget is entirely another. Here’s a bird’s eye view of the elements and tools you’ll need to make the most out of the Google Adgrants program for your organization.
STEP #1 APPLY & ENROLL IN GOOGLE ADGRANTS
THE APPLICATION PROCESS FOR GOOGLE ADGRANTS INVOLVES MULTIPLE STEPS:
1. APPLY FOR GOOGLE FOR NONPROFITS
Apply at Google.com/nonprofits. Make sure you have the following information:
2. ENROLL IN GOOGLE ADGRANTS
Once you’re accepted into the Google for Nonprofits program, you can enroll into the various Google for Nonprofits programs, such as Google Adgrants. The application process for Adgrants involves the following:
STEP #2 CHOOSING YOUR KEYWORDS
THE APPLICATION PROCESS FOR GOOGLE ADGRANTS INVOLVES MULTIPLE STEPS:
USE THE GOOGLE KEYWORDS PLANNER TOOL
Use this free tool to get help with keyword research and selecting the right search terms. The Keywords Planner tool will help you to:
Available at https://ads.google.com/home/tools/keyword-planner/
STEP #3 IMPORTANT: USING LONG-TAIL KEYWORDS
THE SEO CURVE:
To the left is called the short head - which means more generic keyword, that have higher search volume. To the right of the curve is called the long tail - which has more specific keywords.
LONG TAIL KEYWORDS MAKE UP OVER 70% OF ALL SEARCHES
When you’re choosing your keywords, it’s critial that you think like your audience. What kinds of specific information are they really looking for? When searching for answers for life’s problems, what are they typing into the search box?
EXAMPLE #1: A SHORT HEAD KEYWORD SEARCH:
EXAMPLE #2: A LONG TAIL KEYWORD SEARCH:
In summary, if after clicking your Google ad, your new site visitor is sent to page on your website (or an audio/video/sermon, etc.) that features information on financial stewardship, that person is much more likely to stay on stay engaged on your website.
STEP #4 IMPORTANT: USING NEGATIVE KEYWORDS TELL GOOGLE
TELL GOOGLE THE WORDS TO NOT ASSOCIATE WITH YOUR AD
Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer.
This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.
EXAMPLE OF A NEGATIVE KEYWORD SCENARIO
STEP #5 USE AD DISPLAY PREVIEWER
PREVIEW HOW YOUR ADS WILL LOOK ON GOOGLE RESULTS PAGES
When you set up your ad campaigns, one of the first thing you’ll want to know is: “Is my ad showing?” Your first instinct will be to “google” your ad. Don’t do that - it will skew your ad campaign metrics. Instead, use the free Google Ad Display Previewer tool. This tool show will help you to:
Available at https://adwords.google.com/apt/AdPreview
STEP #6 ENHANCE YOUR AD WITH EXTENSIONS
GOOGLE AD EXTENSIONS:
Use ad extensions to give your prospects more reasons to click your ad. WIth Adgrants, effective use of ad extensions is important because of the program restrictions.
ALLOWS YOU TO ADD EXTRA INFORMATION TO YOUR ADS TO BOOST PERFORMANCE
TYPES OF EXTENSIONS TO INCLUDE:
Google Adgrants requires at least 2 unique sitelink ad extensions for each campaign (can be set at the account level).
STEP #7 IMPORTANT: SETTING UP LANDING PAGES
LANDING PAGE REFERS TO WHAT SOMEONE EXPERIENCES WHEN THEY CLICK YOUR AD.
Landing pages are often overlooked, but are one of the most important parts of an effective Google Ads campaign. It’s critical that when setting up your campaign, each ad takes the visitor to a well-designed, relevant landing page designed for the user to take immediate action..
STEP #8 TIE IT ALL TOGETHER: CONVERSION TRACKING
TRACK HOW YOUR ADS PERFORM WITH CONVERSION TRACKING & GOOGLE ANALYTICS
With Google Ads conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as:
SUMMARY
TRACK HOW YOUR ADS PERFORM WITH CONVERSION TRACKING & GOOGLE ANALYTICS
GETTING STARTED: 2 OPTIONS
Because of the time and training necessary to make the most of your Google Adgrant, volunteers typically aren’t ideal. For most organizations, they are left with two options:
BOOK A FREE ONE-ON-ONE PLANNING SESSION
Talk with a Go Pastor Digital Ministry Expert about how your organization can benefit from the Google Adgrants program.
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