The topic of this blog post wasn’t the one I planned to write about next. But, it’s particularly busy at Results Communications & Research, and that’s a good thing and blessing, right? It does mean, though, that the longer, more-detailed post topic I had on my radar will have to wait.
Right before posting this, I was faced with this challenge. I’ve been so busy helping clients with their paid SEO and organic SEO this spring and summer, I haven’t had the physical bandwidth to employ SEO tactics related to my own site that I encourage all my clients to implement — particularly the tactic I wrote about in my “Why It’s Time To Get Back To Internet and SEO Basics” blog post about being “fresh” by adding new content to, or updating existing content on your website.
So, I asked myself, “since I don’t have time to effectively write and post a really informative blog post, what small revisions can I make to my website to let Google know that my business, Results Communications & Research, is still alive & well? That we haven’t abandoned ship or shop? That we’re still open for business? That were not neglectful?
Small Website “Freshening-Ups” Support SEO
I landed on making a couple of simple tweaks. I recently had new, professional headshots taken. So, I added those to the About and Contact pages of my site, and wrote an image alt-tag for both of the photos. Alt-tags support being found on Google since Google will crawl and index such tags. They also make it clear to Google that your site is accessible to visually impaired individuals since alt-tags can be read by screen readers. It’s unknown if Google favors accessible sites over inaccessible ones, but Google does love sites that provide for a good user experience.
In addition to the above photo and tag additions, I added a new client name to the Google Nonprofit Ad Grant Services page of my site. And, I submitted all three revised pages of my site for indexing, using my Google Search Console account, so I and my site don’t have to wait for Google to find my revisions.
None of the above was a big lift, but it should support my site ranking well for relevant terms vs. it sliding as far as where in search results listings Google serves it up for desirable, high-volume search terms, known as keywords.
What small revisions can you make today to your site to support your SEO strategy?
We’ve already written a number of blog posts about Google Nonprofit Ad Grants, and we invite you to check out this most recent Google Nonprofit Ad Grant post, which contains links to all of them, to learn why your organization might benefit for such a Grant and how they work.
How We Help Arts Nonprofits Optimize Their Google Nonprofit AD Grant
Our Boston SEO Company is currently working with a number of non-profit arts organizations to help them optimize their Google Ad Grant. So, just what does that mean?
We make recommendations on how to structure their account, i.e., how many distinct ad campaigns within an account are needed and how many sub-campaigns (known as Google Ads ad groups) are needed.
We write Google search ad content/copy for client’s review and approval.
We develop and implement search term/keywords lists which will prompt the Google search ads available thru a Grant to be shown to appropriate searchers.
We take a creative approach to this, including identifying and employing terms related to people looking for solutions to problems or ideas for local experiences or experiences at places they plan to visit for fun or for work, i.e., we walk in tourists’ and residents’ shoes.
We work with clients to put appropriate “conversion” tracking in place.
As part of the above, we talk about what activities non-profit organizations want site visitors/ad clickers to take on their site (known as conversions), such as signing up for an e-newsletter, buying tickets, calling, and filling out an inquiry form.
We work collaboratively with an organization’s internal webmaster or external web developer to put appropriate tracking in place.
The above will likely involve using Google Analytics and Google Tag Manager.
We keep a really close eye on how an organization’s Google Ads are performing — are they generating impressions (being served up), are they generating clicks, what does the click-thru rate look like, are conversions being generated?
We independently make small tweaks to campaigns to improve performance; we reach out to clients for approval to make larger/sizable/significant revisions.
We provide informal (e-mail) updates on how campaigns are performing, more formal Excel, Powerpoint, and/or Google Sheet reports for sharing with nonprofit Board members, and will meet with clients monthly via video-chat services, like Zoom, to discuss Google search ads results and implications.
As part of the above, our two teams talk about upcoming events or new website pages to which we want to drive traffic (the aforementioned may require us to set up a new campaign or ad group.)
Learn More About Our Google Nonprofit Ad Grant Services
You can learn more about our Boston digital marketing agency’s Google Nonprofit Ad Grant services, and client we’ve worked with, on our Google Nonprofit Ad Grant Services page. Our team of Boston SEO experts and Google Nonprofit Ad Grant experts is always here to help, so please don’t hesitate to reach out, or to set up a complimentary discussion about your particular nonprofit organization’s marketing challenges and opportunities.
Our Boston Digital Marketing and SEO Services Company’s History
When we hung our shingle for our Boston digital marketing agency 9 years ago, via the launch of this website (April 2014), we had no idea what lay ahead of us. I say “we” because at the time I launched this firm, I knew I’d be able to call on a couple of family members to help me if needed, particularly my wonderful sister-in-law, Sharon, who served as both a cheerleader and a “tasker.” Sadly, our family lost Sharon a number of years ago to cancer, but I strongly believe she continues to cheer me on and has caused many good things to happen on the work front for Results Communications & Research.
I won’t repeat what I’ve shared on other pages or blog posts on our site, but if you want to learn more about my and my digital marketing firm’s journey or the diverse nature of the clients we’ve had the great privilege to serve, check these pages and posts out!
Google Nonprofit Ad Grants
As I call out in this previous blog post about which type of marketing agency or consulting firm to hire, no marketing agency or PR firm can be all things to all people, or be good at all things! So, as our agency has evolved over the years, our team has put many of our energies and learning time into becoming the best possible SEO experts for our clients — helping them be found on Google and in other search engines for high-volume, relevant search terms, via both paid search (Google Ads) tactics and organic search tactics. We’re proud of the very favorable reputation we’ve developed in the Greater Boston area (and beyond) related to the aforementioned, but we’re particularly proud that we have helped numerous nonprofit/cause/charitable organizations apply for and obtain Google Nonprofit Ad Grants and/or optimize such a Grant that they obtained for themselves.
Google Nonprofit Ad Grants are very generous “Google search” online advertising grants that support nonprofits appearing at the top of Google search results for relevant search terms — also known as keywords — used by their target audiences. Ultimately, such advertising creates greater awareness of the organization and their services, and eventually, greater support of and advocacy for the organization’s mission.
As our 9th anniversary approached, I gave great thought to how we could celebrate it in a meaningful way. We’re all about giving back and paying it forward, anyhow, but we wanted to do something to express our gratitude to all who have helped us along the way in our business-building journey!
I really wish we could extend the following opportunity to all nonprofits that inquire about it, but one of our many blessings related to being in business for nine years is that we have an extremely full plate and have for a number of years now. Again, we want to thank all our marketing collaborators and our clients for that — so many of you have been great about making referrals and/or sub-contracting work.
So, here’s the opportunity:
If you are a U.S. nonprofit wanting & needing help applying for a Google Nonprofit Ad Grant, e-mail me, by April 30, 2023, to express your need and desire for help with the Google Nonprofit Ad Grant application process at email@example.com and put “May Google Nonprofit Ad Grant Drawing” in the subject line. In May, I’ll randomly select two names from the list of entries we receive and we’ll work with your organization on a pro bono (complimentary/free) basis to help you apply for — and hopefully obtain — a Google Nonprofit Ad Grant. Keep in mind that if your organization is not certified as a 501(c)(3) organization or you are a government agency or health care provider (think hospital, physician, etc.) or an educational organization like a college or university, you will NOT qualify for a Google Nonprofit Ad Grant.
We Can’t Wait!
We can’t wait to see what’s down the road for our Boston SEO company! If we continue to be as blessed as we have been, it means we’ll have the great fortune to continue to meet exceptional business owners, entrepreneurs, nonprofit organizations, and marketers and to collaborate with them to make great things happen on many fronts!
Learn More About Our Google Nonprofit Ad Grant Services And Nonprofit Clients Whose Google Ad Grants We’ve Managed
Regardless of whether your organization has a small or large marketing budget and staff, you still want to spend your time and money on marketing judiciously. Who wants to throw either valuable dollars or time out the window, right?
Why not make this the year you ensure you’re maximizing your marketing efforts by revisiting your marketing plans based on the information shared below about what marketing tactics make sense based on available data.
What Is Pull Marketing?
Each marketing expert probably has their own thoughts on what they consider marketing tactics that fall in the “pull” category. But, at our Boston digital marketing agency and Boston SEO company, we think of “pull marketing” tactics as those to be employed if evidence shows that individuals are actively searching to identify someone in your geography who offers the products, services, and solutions to problems that your organization offers.
So how do you know if people are actively searching in the geography you serve for the products, services, and solutions you offer? The best way to ascertain the aforementioned is by conducting keyword research. As we explain in this previous blog post, keyword research helps you identify the average # of monthly Google searches that are conducted on search terms (known as keywords) relevant to your products, services, and solutions. Because of the tools to which you’ll need access and the challenges of figuring out how to structure your research, you’ll likely fare better by hiring an SEO company or a team of SEO experts, like ours, to conduct meaningful and accurate keyword research.
If keyword research does indicate a large volume of individuals are regularly searching to identify an organization like yours, then pull marketing tactics, such as optimizing your website to be found on Google via organic search engine optimization (SEO) tactics and/or paid search tactics (think Google Ads) make great marketing sense. You’ll still need to have an effective website (one with appropriate calls-to-actions and that provides for a strong user experience) to cause site visitors to take desired actions on your site (convert), but the two aforementioned tactics should definitely cause individuals who are “warm leads,” i.e., likely interested in your products because they are actively searching, to visit your website.
What Is Push Marketing?
We always like to say “push marketing” is about the putting the idea in the heads of individuals and organizations who might be a good fit for the product, service, or solution you offer. Push marketing tactics are all about serving up/providing information about your products or services to individuals who, based on various demographics and characteristics, such as age, gender, income level, job/career/industry, etc., might likely be interested in buying your product or engaging you for your service.
Examples of both digital and traditional push marketing tactics include: display advertising (both social media advertising and Google display advertising), banner advertising (ad purchased on a website that serves individuals and orgs. who might be a good fit for your product), and print advertising in a newspaper or magazine. The aforementioned list is not exclusive, but we think you get the picture.
So, when is push marketing warranted? Push marketing makes great sense if keyword research indicates that individuals aren’t actively searching in your geography to identify someone like your organization. Particularly when a product or service offered is a brand new one that your target audiences are not likely familiar with/don’t know exist, then focusing on executing effective push marketing tactics will be the most efficient use of your marketing time and dollars.
When To Employ Both Push and Pull Marketing
Organizations with particularly large marketing budgets and teams tend to employ both push and pull marketing tactics, and therefore, both pursue people that are “warmer” leads for their products and services, i.e., those who are actively searching AND people who are less warm but still might be a good fit for their products and services. A key reason they may employ both push and pull marketing tactics is that pull alone doesn’t bring in the volume of leads and sales they need to meet their sales objectives.
For smaller organizations who have fewer in-house individuals devoted to marketing and a limited marketing budget, the majority of marketing dollars and time should definitely be earmarked for the type of tactics — push vs. pull — that make the most sense for the organization, based on what keyword research and any other appropriate available data indicates. But, it’s likely still worth investing a small amount of time and dollars in push marketing tactics, like Google Display or Instagram/Facebook advertising, just to see what such tactics yield in results.
Our Team Of Marketing Experts And SEO Experts Is Here To Help
We always say our Boston SEO company and Boston digital marketing agency “never encourages clients or prospective clients to continue with or start with a marketing tactic that doesn’t make sense for them.” In fact, our company’s tagline since we launched our marketing agency in 2014 has been “maximizing results thru research-supported marketing.” We’ll never suggest a client employ a particular tactic, based on whether or not we offer a service related to it. If we don’t offer a marketing service from which research indicates a client would benefit, we’ll refer the work to a one of our fellow marketing collaborators. But, the very first step is holding a complimentary discussion to learn about your particular organization’s marketing challenges and opportunities, so please use our calendar app to select a convenient day and time for you if you’d like to chat!
Knowing that I and my Boston-area digital marketing agency team help clients obtain, maintain, and optimize Google Nonprofit Ad Grants, a few weeks ago a fellow digital marketing consultant asked me if I ever had a client utilize the entire $120,000 in free Google Ads search advertising available thru the Grant. While I knew generally that a few of our nonprofit (NPO) clients who offered products and services across all of the U.S. (vs. in a smaller city/town or state geography) were able to really capitalize on the free advertising $/media buy available annually via their Grant, it prompted me to both dig deeper on what % of their Grant dollars were being used, and to detail in this blog post, the various ways our marketing agency’s Google Ad Grant clients have used their search-advertising funds.
I hope that, by documenting here the types of nonprofits we’ve worked with who have obtained a Grant and successfully employed Google Nonprofit Grant monies, I might inspire other NPOs to either apply for a Google Grant, or use their Google Ads Grant differently or better to maximize it.
What Types Of Nonprofits Qualify For A Google Nonprofit Ad Grant
Let’s start with the types of nonprofit organizations we’ve helped obtain and/or capitalize on their Google Nonprofit Ad Grant:
organizations that offer training programs/coaching to at-risk women/women in-transition
organizations serving those with special needs and/or disability
organizations that serve financially challenged/at-risk teens in both the U.S. and abroad
Most non-profits who apply for a Google Nonprofit Ad Grant will qualify for one unless they are a government agency/entity, a healthcare provider like a hospital, or an education institution (philanthropic arms of colleges and universities may qualify for a grant). We’d be glad to coach you thru the Google Nonprofit Ad Grant application process. The initial part is pretty simple, and starts with applying for a Google Nonprofit Account and joining Tech Soup if you haven’t done so already. But, you do need to know how to set up a campaign that effectively meets certain Google Nonprofit Ad Grant search advertising requirements, including using certain available advertising features.
Does Anyone Ever Use Their Entire Annual Google Nonprofit Ad Grant Funds?
The answer to the above is likely “yes,” or close to it. As alluded to above, the broader the geographic area in which a nonprofit offers support, services, and products, the more likely they are going to be able to employ much of the available monthly $10,000 in free paid search advertising, particularly if the volume of individuals searching on terms relevant to what the nonprofit offers is significant.
We just conducted an audit of several of our Google Nonprofit Ad Grant clients who are able to offer all or some of their products and services across the whole U.S. All three of them sell products and services that are available for purchase by anyone in the U.S. For example, one sells mass cards to fund the great work they do; another sells curriculum and online training programs; a couple have online gift stores whose sales allow them to provide the services they do to constituents. One client will likely use 70% of their annual Google Ad Grant dollars ($120,000) by year’s end; another about one-third; and another, about one-third. It’s not easy to properly and effectively employ those large search advertising budgets, but it shows it is possible! And, of course, we’d be glad to brainstorm with you to come up with creative ideas for optimizing Grant dollars.
How Can I Use My Google Nonprofit Ad Grant Dollars?
Many of our Google Nonprofit Ad Grant clients are using their Google Grant in a number of simultaneous ways, including the following:
Drive sales of products, therefore, tangible goods, such as those available in an online store/shop that fund their good work in our communities
Cause use of the organization’s on-site services or online/virtual services
Recruit volunteers for their organization
Through general/branding messaging, create awareness of their organization among appropriate audiences in an attempt to secure donations (keep in mind that ads specifically asking for donations aren’t effective; but letting individuals and orgs. that are interested in your cause know about you can be effective with development efforts)
Support attendance at paid or free events, including webinars, seminars, workshops, courses, and classes
Cause target audiences to visit/read/use resources/information on their site, or download information
Cause appropriate individuals to fundraise on the organization’s behalf/participate in the organization’s fundraiser
Cause target audiences to be an advocate for the organization’s cause or the general/broader cause with which the organization is associated
Cause other desired “conversions,” i.e., desired behaviors, such as:
visits to organization’s physical site for a variety of reasons
We think Google Nonprofit Ad Grants are a well-kept secret and are often under-utilized by nonprofits — either because they don’t apply for and employ one to see if it will work for them, or they obtain one and don’t use it for the many purposes they could or should.
A JOINT BLOG POST BY GAIL SNOW MORASKI AND RYAN BRUDER
Our first blog post in this two-part series focused on capitalizing on “spring cleaning” inclinations to tune-up your website and your social media presence. The purpose of this second post is to remind readers who run any kind of online ads — whether they be Google Ads (also known as search ads/search marketing), social media ads, or banner ads purchased directly from another external website — to revisit them and give them a thorough look-over if you haven’t done so in a while.
Since SEM (search engine marketing) is one of our digital marketing agency’s specialties, the focus of this piece will be on Google Ads, but many of reminders can be applied to other forms of online advertising.
Optimizing Your Google Ads (Paid SEO/SEM) To Improve Performance And Maximize Budget
Often clients will engage our SEO company to analyze either current or past Google Ads campaigns to see what they could or should be doing differently or better. Or, to assume management of existing Google Ads campaigns. Because we are data geeks, we love getting under the hood of a Google Ads account — whether it be a paid account used by a for-profit organization, or a Google Nonprofit Ad Grant account that provides qualifiying non-profit organizations with $120,000 in free annual Google search advertising.
Elements of campaigns and associated ad groups within a Google Ads account that we review related to the above engagements that you should too, as part of spring cleaning your Google Ads, include:
KEYWORDS — what terms have you indicated to Google are ones for which you want your ads shown and are these all still appropriate? Are there keywords you should remove? Are there keywords you should add?
SEARCH TERMS — related to the above keyword element, what search terms (actual phrases that ad clickers put into Google’s search engine) have your ads actually been presented to searchers for, and are they the right ones? The “search terms report,” accessed via the keywords section of a Google Ads ad group, allows you to see the exact terms for which your ads are being shown. Are the terms appropriate? Should some of these terms be made “negative” keywords, i.e., terms for which you don’t want your ads to be shown?
RECOMMENDATIONS — as shown in the printscreen at the bottom of this elements list, Google makes regular recommendations — via a recommendations report — regarding steps you can take to “optimize” your campaign, and therefore, improve click-thru rate, and reduce your cost-per-click. Types of recommendations we see Google regularly make include: removing redundant keywords (keywords that are very similar in nature) from ad groups, adding certain types of ad extensions (such as structured snippets or call-outs), adding conversion-tracking, and using responsive search ads, along with standard text ads you already have in place. Not just as part of your spring cleaning, but each and every type you log into your Google Ads account to check on campaign performance, you should review the various recommendations, and apply the ones that you think make sense for your account.
SETTINGS — settings are assigned at the campaign level and allow for you to target specific geographies and set daily budgets, as well as other specifics about your campaign. At a minimum, as part of your sprng review, you should revisit your daily budget and the geography to see if they are still appropriate to the products, services, or solutions you are promoting via your ads.
AD CONTENT AND LANDING PAGES — if you haven’t checked your Google Ads campaigns in a while, you may even be running ads that land ad clickers on pages that promote either events that have already passed, such as a fundaising one, or products and services that are seasonal in nature and no longer apppropriate ones to be promoting due to the time of year. As you conduct your spring review, be sure that the products, services, and solutions are still the right ones for your organization to be promoting, regardless of whether you are paying for ad clicks, or getting them free via your Google Nonprofit Ad Grant. Also, revisit what makes for an effective landing page, and consider making any appropriate tweaks to current ad landing pages.
COST-PER-CLICK — as part of your review, give great thought to the cost-per-click associated with each of your active vs. paused ad groups. Does the profit you’d make from an actual sale to an ad clicker warrant the cost-per-click — therefore, what is the acquisition cost (this may be include other factors beyond the ad cost-per-click) associated with obtaining a new customer and does it make good sense from a profitability standpoint?
CLICKS — this is likely stating the obvious, but if your ads aren’t generating a decent volume of clicks, therefore, visits to your website, does it make sense to continue to run certain campaigns, or certain ad groups within campaigns?
Google Ads Manager Dashboard
We know that Google Ads advertising, and other forms of online advertising, can be complex and confusing. If you are concerned that your campaigns aren’t set up right to maximize clicks, conversions (ad clickers taking desired actions on your website), and your advertising budget, reach out to us for a complimentary discussion or for us to undertake online advertising spring cleaning on your behalf.
As the owner of a digital marketing agency whose primary focus is to serve as an SEO company (a firm that helps organizations be found on Google and rank as high as possible in search engine results listings for desirable terms in appropriate geographies), I have a great passion for helping both for-profits and non-profits determine when they need to employ SEO tactics, when they need to employ SEM tactics, and when they need to employ both.
What Is SEO?
So what is SEO? SEO is the acronym for “search engine optimization.” In general, when someone employs the term SEO, they are referring to non-paid-advertising tactics that are executed to support a listing with a link to an organization’s website appearing on the first two pages of Google or other search engine results for search terms that are relevant to the products, services, and solutions to problems that their organization offers. Sometimes, SEO will be modified by the terms “organic” or “technical” to indicate a large variety and number of tactics that can be implemented to support an organization ranking well “organically” in search engine results. These include, but are not limited to:
incorporation of high-volume search terms, known as keywords, in website content and behind-the-scenes website tags, known as meta tags
establishment of a Google My Business profile to support ranking well in “local search”
saving image/photos with file names relevant to an organization’s products, services and solutions that Google or other search engines can crawl/index
While SEO does not involve paying for advertising, there are manpower costs related to implementing one-time and ongoing organic/technical tactics, and depending on your organization’s staffing level and digital marketing expertise, you may need to hire an SEO agency, such as Results Communications & Research.
What Is SEM?
SEM is the acronym for “search engine marketing” and refers to ads such as the one below that appear in the top or bottom four spots on a search engine results listing page, in Google Shopping Ads, or on other Google properties or marketing opportunities. Sometimes, you’ll hear the following terms used in lieu of SEM:
Google Ads or Google Search Ads (this is advertising bought related to ranking well specifically in Google’s search engine for relevant terms; you can also purchase such ads from Bing and Yahoo)
search text ads
PPC (pay-per-click) advertising
Organizations often employ search ads/paid search when:
They are in a very competitive environment, i.e., other organizations are running paid ads – causing up to four ads to appear in search engine results for desirable terms before organic search/unpaid results listings
They’ve only recently implemented tactics on their entire website or on a specific page of their site to rank well organically for relevant terms, and can’t wait for such tactics to impact ranking results
Their website or specific site pages aren’t optimized to rank well in search engine results
Competitor sites or other pages of an organization’s own website rank above the site page that an organization wishes to rank well for certain terms
Are There Times When It Doesn’t Make Sense To Invest In SEO or SEM?
In general, implementing technical/organic SEO tactics is a best practice. That said, the only way to know if an organization’s target audiences are actively searching to identify someone offering the services, products, and solutions that the organization offers is to conduct keyword research.
If keyword research reveals that, at least for the time-being, individuals are NOT conducting searches, relevant to an organization, then less time and money should be spent in optimizing a website to rank well organically in search results. And, it wouldn’t make any sense to invest in paid search advertising/SEM since there wouldn’t be many appropriate searchers to whom to serve up ads. In the aforementioned case, you’ll want to employ marketing tactics, such as Google Display advertising or social media advertising where you put the idea in target audiences’ heads vs. waiting for them to search for someone like you. We discussed this aforementioned strategy of creating awareness of the benefits and features of a particular product, service, or solution, known as push marketing, in our blog post “Why Keyword Research Informs So Much More Than SEO.”
As Greater Boston SEO experts, we are always here to help you identify whether SEO, SEM, or both, are the right marketing tactics for your particular organization. We assist clients in making these decisions regularly, so that they maximize marketing budgets, as well as internal marketing team’s time. And, while we never guarantee results since there are so many variables at play, we’ve helped clients, throughout the U.S., who’ve engaged our SEO agency for SEO services, appear in the top two pages of Google Search results for certain terms — when they previously hadn’t — or move from page 1 to page 2 through both SEO and SEM tactics. So, please reach out for a complimentary discussion if you need help capitalizing on SEO and SEM opportunities.
non-extravagant consumer goods products that can be shipped/delivered
moderately priced services that can be accessed virtually/online, such as the ability to take a class or be coached virtually
services and products that are a necessity, despite their cost. Examples of this would be services to repair a plumbing issue or a leaky roof or a new washing machine to replace one that broke
you offer a product or service that has a lengthy sales lead time, i.e., target audiences — whether they be business-to-business (B2B) or business-to-consumer (B2C) — tend to conduct a lot of research and take a number of weeks or months to make a decision to make a purchase of said product or service. Many individuals have more free time on their hands right now because of freed-up work commuting time and a significantly reduced number of social engagements. So, if they have a large future purchase in mind, it’s highly likely they are gathering information related to their probable purchase now. Examples of purchases with long lead time could be project management software or systems to be used by an employer or elective surgery to replace a hip.
you’re a nonprofit seeking donations to support your efforts to adapt or continue to offer services during COVID-19. Whether you have a Google Nonprofit Ad Grant under which you can execute such advertising, or you’ll need to pay for your own advertising, with the lower average cost-per-click we’re witnessing, Google Ads may be a very cost-effective fundraising tactic.
Be forewarned that the price of Google Ads and other forms of pay-per-click advertising, such as social media advertising, is expected to rise again — and perhaps rapidly — post-pandemic because of pent-up demand by organizations to promote their products or services. That’s why if you meet one of the requirements above and you’ve always wanted to test the “paid search” waters but believed the media (advertising buy) cost would be prohibitive, you might want to consider implementing a Google Ads campaign as soon as possible vs. waiting until things seem back to normal (or as close to normal as is achievable in 2020).
Need Help With SEO or SEM (Google Ads) Or Applying For A Google Nonprofit Ad Grant? Our SEO Experts Are Here To Help!
We are trying to “give back” as much as possible during these challenging times. We are glad to help any non-profit organization apply for a Google Nonprofit Ad Grant for free. We’re also offering the following special. Please don’t hesitate to reach out to discuss your pandemic or post-pandemic marketing challenges and opportunities. It’s never to early to start planning!
I considered titling this piece, “The Good, The Bad, and The Ugly of Recent Google Nonprofit Ad Grant Changes”, but ultimately, I believe the revisions will cause non-profit Grant recipients to achieve better ad campaign results. So, really, it’s all good.
If you’re not familiar with the Grant Program, whether you’re responsible for creating awareness or causing service use among populations you serve – or for growing donations or volunteers – you may be missing out on a free, extremely-effective means of accomplishing these objectives. Incredibly, Google awards non-profit organizations world-wide, who meet its eligibility requirements, with $120,000 in FREE annual Google Adwords (now known as Google Ads) “search” advertising. And, the advertising Grant is indefinite and simply requires recipients to complete an annual survey.
Based on my own and other marketing experts’ experiences, Grants ARE being regularly awarded to eligible non-profits who follow the slightly complex application procedures – Grants aren’t unicorns or pipedreams! You can learn more about minimum eligibility requirements at https://www.google.com/grants/.
The type of advertising awarded is “text” vs. “image.” Ads appear at the top or bottom of Google search engine results pages when an individual enters terms relevant to a non-profit’s services and mission in the search engine. In the case below, ads are being presented to searchers entering terms such as “help coping with sudden illness.”
HOW YOU’LL BENEFIT FROM 2018 GOOGLE NONPROFIT AD GRANT PROGRAM CHANGES
While the $ amount associated with the annual advertising budget awarded remains the same, Google made a significant policy change to make 2018 Grants more valuable. With Google AdWords, advertisers bid against each other to have their text ads shown for terms they believe their audiences will be searching on, known as “keywords.” Grant recipients used to be restricted by how much they could bid to have their ads shown for desirable keywords, which often meant that for-profit or non-profit organizations with deeper financial pockets had their ads shown far more frequently than Grant recipients’. The great news is that the cap has been removed related to how much a non-profit can bid, using their free advertising $ pool.
WHY YOU’LL NEED AN IN-HOUSE OR EXTERNAL GOOGLE ADS EXPERT
While Google has made it easier for non-profits to have their ads shown more often to appropriate “searchers”, to take advantage of this opportunity, Grant recipients now must:
Achieve a minimum of a 5% click-thru rate on their ads, i.e., at least 5% of the individuals to whom a Grant recipient presents ads must click on the ad to land on the recipient’s website.
Use more advanced AdWords features and results tracking, such as “site links” (links that appear below ad copy that reference and point to unique Grant recipient website pages) and conversion tracking that tallies when desired outcomes, such as clicking on a certain link within a page, occurs.
Complete additional Grant application steps, such as registering with TechSoup.
Why Does Maximizing Your Grant Require A Google Nonprofit Ad Grant Expert?
Awardees must have a staff member or engage a marketing consultant who:
knows the “ins and outs” of Google AdWords (now known as Google Ads) and how to employ and optimize advanced features and tracking
can both interpret the Grant application process and has the capacity to deal with some of the hiccups that will likely occur
As alluded to in my intro, despite recent Grant changes, I believe using expert staff or consultant time to apply for and maintain a Grant will still render a very positive ROI. Given that ad click-thru costs often range from $0.30 – $5.00, a $120,000 budget goes a long way toward creating awareness or causing other desired outcomes such as service use, and event ticket sales. Thus, ongoing, annual financial benefits should far outweigh the costs associated with obtaining and effectively employing a Grant.