Google Ad Grants Without the Stress [White Paper]

Being found on Google gets harder — and more expensive — each year.

Nonprofit marketing budgets aren’t limitless and internal resources are often tight. These two factors make it difficult to compete at the level needed to gain the public’s attention. With Google Ad Grants, however, organizations have an opportunity to access the world of paid search marketing without spending a dime!

The digital experts at TrueSense Marketing tackle the challenging subject of Google Ad Grants in our new white paper, “Google Ad Grants Without the Stress.” Learn how Google Ad Grants can benefit your charity with the vital, up-to-date information and helpful graphics found in the white paper.

Just getting started in digital fundraising? Here are six important definitions that you need to know to understand Google Ad Grants.

1. Google Ad Grants: The array of products offered in the Google for Nonprofits program. While following grant policies, Google Ad Grants allow nonprofits that fit certain criteria to create campaigns that show text ads on Google’s search engine results when users search on a query related to your nonprofit. Google provides the eligible nonprofits with an in-kind donation of $10,000 in monthly AdWords funding, equating to $120,000 annually.
2. Google AdWords: Google’s advertising service. Google AdWords search ads are the paid search results that appear at the top of your search results screen based on the keywords included in your query. Here's how it works: you can pick various keywords that a prospective donor might use on Google (i.e., “animal protection”), then create an advertisement that will appear on the search engine results page (SERP) based on those keywords.
3. Organic Search Engine Optimization (SEO): Optimizing your website to improve your Google Search ranking. Organic search results appear based purely on the quality and content of a website page.
4. Paid Search Engine Marketing (SEM): Online advertising to drive search traffic to your website, including pay-per-click (PPC) advertisements. Paid search results appear above the coveted organic results on a SERP. Often these advertisements blend in with the organic search results, but they are clearly marked with an “AD” symbol in the top left corner.
5. Click-Through Rate (CTR): The percentage of the time people who saw your ad clicked on it. CTR is measured by many ad platforms, and it is a good indicator of ad relevancy as well.
6. Keyword Quality Score: A 1–10 score that represents the quality of your ads, keywords, and landing page’s relevance to the user’s search. You can positively influence this score by ensuring your copy and landing page are relevant to the keyword.

Now that you understand the basics, are you ready to put Google Ad Grants to work for your charity? Check out our new white paper: “Google Ad Grants Without the Stress.”