Google Ad Grants equips nonprofits with up to $10,000 per month of free search advertising. So why doesn’t every nonprofit on Earth have one? There’s a catch. Not just one, but many.
This series of four trainings will dive into what the Google Ad Grant is, how nonprofits can utilize it to increase business, how to apply, create and manage the Google Ad Grant, as well as strategies for retargeting customers. After this cohort you’ll be able to navigate Google’s many ‘catches’ and have the knowledge to self-manage your own Google Ad Grant or you can choose contracted management; paying experts like us, to manage it all for you.
This cohort is for nonprofits who want to take advantage of Google’s free money to advertise their organization. And unless your nonprofit falls into one of a handful of intelligible categories (hospitals/medical groups, schools, child-care centers, or government-funded entities) your acceptance into the program is all but assured.
This training is great for Communications or Marketing specialists in your nonprofit or anyone who has the time to learn and manage the Google Ad Grant.
Training 1: Introduction to Google Ad Grants and Account Setup
- What is Google Ad Grants
- Eligibility requirements
- Joining Google for Nonprofits
- Creating an AdWords account
- Setting up campaigns, ad groups, ads, and keywords
- Advertiser verification
- GA4
Training 2: Maximizing Your Google Ad Grant
- The Limber Method
- List building
- Interns, volunteers, and employees
- Merchandise
- Branding
- Event promotion
- Retargeting (using a separate paid account)
- Strategies for spending the full $329 daily budget
- Overloading keywords
- “Spend first, strip later” approach
- Using keyword tools for expansion
- Considering user mindset and intent during keyword selection
Training 3: Compliance and Optimization
- The Ten Google Ad Grants Commandments
- Eligibility Rules
- Account Management Requirements
- Consequences of non-compliance
- Optimization Techniques
- Using additional URLs when applicable
- Regularly reviewing search query reports and adding negative keywords
- Ongoing ad copy testing and refinement
- Conversions
Training 4: Advanced Strategies & FAQ
- Leveraging retargeting through a separate paid account
- Strategies for specific types of nonprofits (e.g., suicide prevention, adoption agencies)
- Addressing common questions and concerns
- Account access and recovery
- Reapplying after denial
- Nonprofit with separate chapters
- Next Steps
