Nonprofit organizations can advertise their website through search engine marketing to gain visibility. Apart from furthering their cause, they can also be poised for receiving donations and to enroll volunteers.
Eligible nonprofits and NGOs can apply for a Google Ad Grants account. Here, they can receive $10,000 per month as ad credits. This means that the website can receive visitors (clicks) worth that amount, by showing up in Google searches for the relevant keywords.
Let’s say you’re a nonprofit with a vision to provide education to children who can’t afford school. Your website will show up in Google’s search results when someone types in “donate to needy children” or “education for poor kids.”
When your ad is displayed, and a user clicks on it, there is a charge to the Google Ads account. It’s typically less than $2. If you get about 100 visitors, you are charged $200. With the Ad Grants account, this charge is waived for up to $10,000 per month.
You can’t use more than $333 per day, and you can’t exceed $10,000. Also, only text-based ads (search) are displayed – not images or videos.
Note that your Google Ads account will contain a campaign with hundreds of such relevant keywords mapped to the particular location you serve.
Getting Started with Google Ads
Unlike a typical Google Ads account, the Ad Grants account is separate. Here, a campaign is created and uploaded but no billing information is added when the account is submitted for review.
First things first – you need to be registered as a nonprofit or an NGO in the respective country. If you have the documentation, the next thing you’ll need a functional website. Let us know if you do not have a website or need it to be professionally developed.
Then, you’ll need to register in TechSoup (BigTech for India) and get a validation token. This token will be necessary to start an account in Google for Nonprofits. The approval here depends on how the campaign is created. Let’s consider different scenarios to better explain the campaign structure.
If you’re a charitable organization working for the homeless, you will need to think of the typical keywords that are most relevant to your website. These could be “helping the homeless,” “donate to poor people,” “soup kitchen organization.”
The idea here is to have keywords with multiple “tokens.” You can think of them as words. For example, “homeless” is a keyword with one token, whereas “website for the homeless” has four tokens. As a policy, Google does not approve keywords with one token.
Similarly, go ahead and collect keywords with multiple tokens. These are called long-tail keywords and are more relevant to the website. Let’s look at more examples.
Here’s a nonprofit that helps clean up public parks and other places by removing garbage. The specific, long-tail keywords that were researched can be used to generate more keywords with search volume.
This can be done using the Keyword Planner tool in the Google Ads account. This is a free tool to find related keywords that people are already searching for on Google.
Generic terms like “cleaning” and “garbage” would not be approved. Something like “volunteer based clean up” or “make city green” would work.
Similarly, use the tool to generate as many keywords as possible, then sort through them to check what’s most relevant. If you type something in the search box, you will find similar suggestions – this tool generates suggestions based on popularity.
Once you have a list of keywords, save them in an Excel file or Google Sheet. Now you will have to categorize these keywords into different Ad Groups.
If you are an NGO that helps in finding new owners for abandoned pets, you could use the filter function to segregate keywords based on the phrases in it. For example, you could filter (or sort) all keywords that contain “dog.” Similarly, create separate Ad Groups for cats, rabbits, birds, etc.
Note that you would need a minimum of two Ad Groups per campaign to adhere to policies. If you have plenty of keywords with good search volumes, you might want to break down the Ad Groups into smaller ones, such as Dog_Senior, Dog_Puppies, Bird_Parrot, Cat_Grey, etc.
These are the Text Ads that will show up on the Search Results page when the keywords you selected are being searched for. So, you’ll need to take your time to make it look great.
Start with two headlines of 30 characters each, and then use a description of 90 characters. It could be something like this:
Headline1: Adopt a Pup Looking for a Home
Headline2: Friendly and Toilet Trained
Description: Find your best friend at Pawsome Kennel. Each pup has its own diet chart. Visit us soon.
To fit into the character limit, you may use the Excel formula =LEN(A1) to write ads. This is particularly helpful when you work on a large number of Ad Groups. Another tip is to use Find and Replace (Cntrl or Cmd + H) to replace “dog” with “cat” for other Ad Groups while tweaking it to read well.
Ad Extensions are mandatory for Ad Grants accounts. These are additional snippets that lead to specific pages within your website. They could be Donate, Volunteer, Past Projects, About Us, etc.
These might just help the pup find his way into a new home. Everyone’s happy!
There are other things that need to be fixed to get the approvals – such as conversion tracking and taking a survey. When a website visitor makes a donation, the “Thank You” page would have an HTML code inserted in it. This would trigger a conversion, for instance.
So, let’s say your ad shows up 1,000 times a day on Google – these are called impressions. Out of this number, 100 searches lead to a click on the ad – these are called clicks. From these clicks, if one person donates, your conversion is 1.
Impressions = 1000
Clicks = 100
Conversion = 1
Now, assuming you’re charged $2 per click, the cost per conversion is $200. This is just for your information and not to worry about, since Ad Grants accounts are not charged anyway.
You may run a separate account with your billing details added – which is a regular paying account that can also run along with the Ad Grants account.
Let us know if you need help with any of the above. With our 15 years of experience in setting up and managing ad campaigns, we can get you up and running in no time. Call us anytime!