What Salvation Army Fundraisers Need to Know About Google Ad Grants

If we told you we’d give you $10,000 every month, you’d probably either call us a “super donor” or think it was too good to be true. Well, in a way, Google has already offered to be this “super donor” for more than 35,000 nonprofit organizations. And yours could be next! The catch? The $10,000 contribution isn’t in cash, but in-kind advertising credit on their search engine marketing platform, Google AdWords, through Google Ad Grants.

What Is Google Ad Grants?

Google Ad Grants is a donation program that allows nonprofits fitting certain criteria, like The Salvation Army, to create campaigns that show text ads on Google’s search engine results when users search a query related to your nonprofit.

Many organizations, both nonprofit and for-profit, use a combination of organic search-engine optimization (optimizing your website to improve your Google search ranking) and paid search-engine marketing (using online advertising to drive search traffic to your website) to reach users on search networks such as Google. Ad Grants provides an opportunity for your organization to access the world of paid search-engine marketing without spending a dime.

To successfully capitalize on your Google Ad Grant, you’ll either need someone at your organization or a third-party account manager to direct the account. This isn’t a “set it and forget it” offer. Active management is necessary to fulfill Google’s list of policies and requirements for Ad Grants and to get the most bang for your in-kind-advertising buck.

10 Ways a Google Ad Grant Can Help The Salvation Army Grow

1. Drive more donors to give to The Salvation Army.
2. Better understand who is donating, and what they are searching before they donate. The terms and phrases donors search may not always be branded or fundraising-centric. For example, a holiday donor might search “give back this Christmas,” “help the needy this holiday,” or “end of year giving.” 
3. Raise awareness about The Salvation Army’s mission locally, nationally, internationally, or a combination of all three. The Salvation Army already has a strong brand, and a Google Ad Grant can make it even stronger and introduce new people to your ministry.
4. Increase newsletter sign-ups, volunteer registrations, phone calls, contact form fills, and more.
5. Set up tracking in the Google Ad Grant and on your website to measure these conversions and learn more about what is driving them.
6. Link your Google Ad Grant to Google Analytics to track donors’ journeys through your website after they click your ad. You can also collect demographics and other data about them. While we know a lot about Salvation Army donors, Google Ad Grants can provide more insight into your best donors and their online activity. 
7. Determine the effectiveness of different messaging in search ads with A/B testing.
8. Understand the search queries that donors who are interested in your organization are entering into Google’s search bar.
9. Use search-query insights to create new content pages based on search terms — improving quality score, relevancy, and engagement with donors.
10. Drive donors to more relevant landing pages deeper within your site (ones others may not reach), providing more relevant content and more meaningful interactions with you.

These are only some of the examples of what Google Ad Grants can do for you. Finding applications that work generally well, particularly well with nonprofits, and specifically well with your organization is the key to maximizing the grant’s effectiveness and value.

Where can I learn more about Google Ad Grants, Google for Nonprofits, Google AdWords, and other Google products and services?

Google is your first stop to find answers to almost any question you may have about their products. There is a series of articles about their products, or you can get live support from their support teams on the phone or through live chats online.

Who can set up my account, go through the application process, and actively manage a Google Ad Grant?

Hint: You’ve already found us. Contact TrueSense Marketing today with any questions about what Google Ad Grants can do for your 501(c)(3) organization, how we can help you get approved, or how we can actively manage your Google Ad Grant.