The Joy of Google Ads
Not enough people are taking advantage of Google Ads, in my opinion. They're a really useful tool -- affordable enough for most nonprofits, and in fact free to qualified ones.
How do they work? You create a short text ad, choose the keywords and geographic area you’d like to reach, and Google posts your ad next to searches for them. So for instance, I could choose to show my ad if people from Virginia search with a phrase that includes "food pantry". The cost depends on the popularity of the keywords you choose, but often starts at just a few cents per each user who clicks through to your site—and you can cap the amount you spend per day. Google provides easy-to-use tools to track your results and optimize campaigns, making it straightforward to manage. There's lots more information on their website.
Nonprofits who use Google Ads often get substantial results, making them a high bang-for-the-buck way to reach new constituents. Even better, qualifying nonprofits can get up to $10,000 per month in free Google AdWords advertising through the Google Grants program. The majority of nonprofits are approved (though it appears that those that are religiously or politically affiliated are less likely to be approved). And the application is easy, less than an hour to complete even including getting up to speed on how to write an ad (the application includes a sample of the type ad you would run). So it's worthwhile for almost every nonprofit to apply. The Google Grants site has all the information you'll need.
How do they work? You create a short text ad, choose the keywords and geographic area you’d like to reach, and Google posts your ad next to searches for them. So for instance, I could choose to show my ad if people from Virginia search with a phrase that includes "food pantry". The cost depends on the popularity of the keywords you choose, but often starts at just a few cents per each user who clicks through to your site—and you can cap the amount you spend per day. Google provides easy-to-use tools to track your results and optimize campaigns, making it straightforward to manage. There's lots more information on their website.
Nonprofits who use Google Ads often get substantial results, making them a high bang-for-the-buck way to reach new constituents. Even better, qualifying nonprofits can get up to $10,000 per month in free Google AdWords advertising through the Google Grants program. The majority of nonprofits are approved (though it appears that those that are religiously or politically affiliated are less likely to be approved). And the application is easy, less than an hour to complete even including getting up to speed on how to write an ad (the application includes a sample of the type ad you would run). So it's worthwhile for almost every nonprofit to apply. The Google Grants site has all the information you'll need.
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1 Comments:
I agree wholeheartedly, and second the recommendation that nonprofits geotarget their ads!
Do note, however, that it sounds like Google is taking around 3-6 months to approve new Google Grants applicants, so folks should get in there now, or well in advance of when they plan to start a campaign.
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