Nonprofit leaders are always looking for ways to keep their operating costs down. Whether that means utilizing more volunteers, seeking out gifts in kind, using technology to streamline certain tasks, or something else, keeping operating costs down allows them to devote more resources to their core missions.
Marketing is one area that nonprofit leaders can save some money—especially when they use the Google Ad Grant. The Google Ad Grant provides nonprofits with up to $10,000 per month in advertising credit on the search engine. This grant allows nonprofits to run free ads that can promote anything related to their missions.
You would think that every nonprofit in the country would apply and take advantage of the free advertising on Google, but that is not the case. Some nonprofits don’t yet know about the Google Ad Grant, while others are intimidated by the application process. Still others worry that they won’t know how to utilize the grant once they are awarded it, having little to no knowledge about the Google Ads environment.
For nonprofit leaders who feel like they don’t have enough information to make a decision about whether or not to apply for the grant, nonprofit marketing agency Beeline has put together a free guide to the Google Ad Grant. All Beeline requires is that you provide them with your name and email address (and you can unsubscribe from getting additional emails from them at any time). The guide walks nonprofit leaders through the Google Ad Grant application process step by step, providing helpful tips to help them secure the grant.
Receiving the grant is only the first step, however. Nonprofits then need to set up their Google Ads and modify them when needed in order to maintain good click-through rates. This can be challenging for those who are unfamiliar with running Google Ads. Fortunately, there are companies like Beeline that also offer Google Ad Grant management for nonprofits. This type of service allows nonprofits to get the most out of their Google Ad Grant by outsourcing their Google Ads campaign to those who are experts in the advertising platform.
A good Google Ads management service will take the time to understand a nonprofit’s goals for their Google Ads campaign and run ads that help them meet those goals. Goals can include increasing a nonprofit’s subscriber list, bringing in more donations, promoting their services or resources, or something else entirely. A management service can continually optimize the ads to get better results. They can also help a nonprofit improve their landing pages to further improve conversion rates.
Running Google Ads should not be a nonprofit’s only marketing strategy. Rather, they should be a part of a larger strategy designed to help grow the organization. Working with a nonprofit marketing expert—either one that is hired to work in-house or an outside consultant or agency—can help a nonprofit create a well-rounded marketing campaign that will support its goals for growth.
