I’ve been working as a Google Ads manager for almost 4 years now.
I discovered Google Ads Grant two years ago. But I started helping nonprofits access the $10,000 per month in-kind grant from Google in 2021.
And it is for this reason I’ve rounded up this blog post describing the benefits of this often misunderstood resource, which is available to pretty much all non-profit organizations in Kenya.
Google Grants have been around for about 8 years, Non-profits, such as SoS and We Care Animal Rescue are already increasing their web traffic (and especially their results) with the Google Grant.
As a registered non-profit organization, you can now use the Google Grant program.
The Google Grant essentially gives you access to a monthly advertising account with a $10,000 Google Ads credit.
Yes, you read that right. $10k Free Advertising Spending.
Even with the restrictions on Google Ad Grantees, the $10,000 can give your cause a massive boost.
Here are some of the benefits of the Google Grant program:
Increase your volunteer recruitment efforts
There are a huge number of people who are looking for volunteer opportunities.
These are people who are very valuable to your cause – they want to have a positive impact on the world by providing their time for free!
You can put yourself in front of these amazing people who are looking for volunteer opportunities in the region where you work. Whether you need people locally or abroad, there is a lot of search traffic related to volunteers.
Newsletter Registration
Think about the newsletter you’ve been producing for the past few months. Well, you can expand your mailing list with the grant.
Remember that not everyone will be ready to take any action, such as volunteering, making a donation or attending an event. In this sense, a newsletter can be a great “gentle” action to get people on the journey of the work that your non-profit organization is doing.
You can take newsletter registrations with you on a trip to arouse your interest in becoming more involved in your cause.
Recruitment of new donors
Most people will start here when it comes to the Google Grant.
The reality is that it is very difficult to gain a foothold in the search for keywords such as “donate” or “sponsor a child” with the help of the grant – because these terms are so competitive.
However, it is still possible to use the grant to get much-needed income directly for your cause.
The most important advice I can give you here is to focus on YOUR cause! Think about the problems that people who are likely to support you are looking for, if they become too general, you simply will not get traction with the Google Grant alone. Stay unique and focused for the best results!
Lead Generation
In my opinion, lead generation should be your main focus when using the Google Grant – whether you feed these “leads” into a regular giving conversion program or use the data to achieve another goal is up to you and your priorities.
Lead generation is a very good way to get tangible results from your grant account – I will be writing a whole series of lead generation articles in the near future.
Support Other Channels, such as Youtube
You can use your grant to scale other channels, such as Youtube, radio, and TV shows by sending traffic to them.
Bottom-line
There are so many ways to use the $10,000 per month Google Ads grant; we can’t possibly list them all here.
The key piece of advice I can offer you is to stay focused on YOUR cause.
Think about the issues that people who are likely to support you are likely to be searching for. Remember, if you get too generic you simply won’t get traction using the Google Grant alone. Stay unique and focused for the best results!
How does your organization use the $10,000 in-kind grant from Google to get results for your cause?
If you need help or advice setting up your Google Grant account, contact us today. We’ve helped organizations like yours to register and manage their ad grant accounts productively.
