The Five Steps to Unlock $10,000/mo from Google Ad Grants for Nonprofits

Transcription

1 The Five Steps to Unlock $10,000/mo from Google Ad Grants for Nonprofits A Detailed Guide to Qualify and Get Approved CREATED BY: CHANDLER PEROG, CERTIFIED GOOGLE ADWORDS SPECIALIST CONSULTANT, COMMUNITY BOOST

2 Contents SUMMARY... 3 STEP 1.) APPLY FOR GOOGLE FOR NONPROFITS PROGRAM... 4 STEP 2.) WAIT FOR APPROVAL FOR THE NONPROFITS ACCOUNT... 7 STEP 3.) ADWORDS APPLICATION SIDE STEP STEP 4.) GOOGLE GRANTS APPLICATION TIME FINALLY! STEP 5.) WAIT AND SEE EXTRA CREDIT: GET READY TO BE WOW ED CONCLUSION ABOUT THE AUTHOR The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 2

3 SUMMARY The Best Kept Digital Marketing Secret for Nonprofits That s right. There s no typo. If you are a certified 501(c)3 Nonprofit you can qualify for up to ten thousand dollars for free in ad spend every month If your jaw just dropped, don t worry you re not alone. Google has had this program for over ten years and it may go down as the best kept secret and biggest missed opportunity for nonprofits. What This Means For Your Non Profit Utilizing this $10,000 per month in ad spend can change your non profit forever. This is not a short term fix for your exhausted donor list. This is a long term solution to acquiring new donors for years to come. You can utilize this $10,000 monthly budget to receive more than (if done well) 5,000 new visitors to your website. These visitors can be converted into subscribers, new volunteers, donors, and lifelong supporters of your organization. Here s the Flip Side Google doesn t make it easy for nonprofits to apply. That s why I m here to help I want to help you to scale up your social organization. The process requires applications, waiting, writing a quick essay, and a bunch of fun. I ve made the process even easier for you by showing you step by step how to get approved. There are pictures and arrows so you can apply with confidence! Here are the five steps on how to apply for Ad Grants: It s time to scale your site traffic and social impact using Google Ad Grants. Let s get ready to accelerate. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 3

4 STEP 1.) APPLY FOR GOOGLE FOR NONPROFITS PROGRAM Google Nonprofits will allow you to leverage an assortment of applications such as: Google Earth, Google Earth Pro, and much more. See below for further details. *PRO Tip: You ll need your EIN Tax Id to Apply Google: Search: Google for nonprofits and click join the program The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 4

5 Click on the right side: Apply to Google for Nonprofits The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 5

6 Fill Out the Membership Application *PRO Tip: Make sure to double check your EIN ID! NOTE: there are specific restrictions to become a Google Nonprofit. Not every nonprofit may receive the grant. Check out this link to ensure your nonprofit qualifies. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 6

7 STEP 2.) WAIT FOR APPROVAL FOR THE NONPROFITS ACCOUNT Depending on your nonprofit it may take Google a couple seconds to approve your account. It can also take a couple days. Be patient and give Google a sec to check out your org. You ll know you ve been approved when you see the green Approved. Next go ahead and click the sign up now. Check Approved Status. Next Click: Sign up now The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 7

8 Click enroll in the Google Ad Grants (second box on the bottom left) The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 8

9 Then you ll see this application This application is going to require you to create an AdWords account, which we will create together in the next step. You ll come back to this page after you get an account number. *PRO Tip: This application may seem confusing now, but it is going to be make more sense when we create an AdWords account. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 9

10 STEP 3.) ADWORDS APPLICATION SIDE STEP Now that you ve applied for your nonprofit, while you re waiting you re going to need to create an AdWords account. This is what your nonprofit will be using to leverage your Google Grant. It s vital that you set you your account according to the non profit guidelines. Click here to check out the rules and settings you ll need to adhere to. *PRO Tip: At the end of the AdWords setup, Google will ask you to enter the billing info. Skip that. All you need is the Google AdWords Customer ID in the top right. NOTE: Remember that Google doesn t send you a check for 10k. They will credit your new AdWords account for however much you spend. According to Google the average non profit only uses $300 of their budget Can you defy the odds? The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 10

11 Google: Google AdWords and click the start an AdWords account The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 11

12 Click: Start Now The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 12

13 Go Ahead and enter in your information here. NOTE: Make sure to use a gmail account that you frequently check, just in case Google needs to contact you. (they will contact you to confirm address later in the process). The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 13

14 This page is where you ll add the specific info for your AdWords account. Make sure to write in your budget of $ per day. Also decide your location (default is United States). Choose search network. NOTE: For your Ad Grant you have a daily budget of $329 for your entire account. As you create more campaigns you can decide how much you d like to apply for each. To make it easy I recommend putting you re entire budget on this to help give it traction. *PRO Tip: Do not choose Display Network for your Ad Grants Account. Doing so will forfeit your Ad Grant. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 14

15 Click Keywords. Choose Keywords that apply to the ads you ll be posting. NOTE: You ll see a chart that looks like this. Decide what keywords you want your ads to apply to. It s not important to pay to much attention to detail yet. You can always come back to this. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 15

16 Manually select your bid to be $2.00. Then write your first ad! Make it direct with a call to action. NOTE: When making your default bid remember that your maximum bid cant be more than $2. Anything higher than that would make your forfeit your Ad Grant status. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 16

17 DO NOT FILL OUT ANY INFORMATION HERE. All you need now is your account number. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 17

18 Look in the top right of your page for a number with 9 digits. Copy and Paste that. You ll need it for the application. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 18

19 STEP 4.) GOOGLE GRANTS APPLICATION TIME FINALLY! Now that Google has approved you as a nonprofit, you will need to apply for Google Ad Grants. You ll be able to access the application through your Nonprofits account. Make sure to save your essay just in case there s a problem with your account in the future and you need to resubmit the application. *PRO Tip: When writing the essay portion be sure to let Google know how you plan on spending the grants with your expertise in AdWords. Google wants to know that their grant is going to good use. If you have AdWords experience be sure to sprinkle it in. Make sure to click all of the boxes. Paste in your Google AdWords Customer ID. And write your essay! The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 19

20 STEP 5.) WAIT AND SEE Now that you've submitted your Ad Grants Application, according to Google you ll receive a notification within a few weeks. Then Abracadabra you did it! You now have free ad spend from Google! Now that you have the ad spend, you ll have to play by Google s rules. Make sure to check into the policy and logistics on active account management. Otherwise your account may be cancelled and removed from the Google Grants Program. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 20

21 EXTRA CREDIT: GET READY TO BE WOW ED INTRODUCING GOOGLE GRANTS PRO If you re maximizing your account and utilizing the full $10,000 a month in free ads. Google has a program that you can apply and increase your spending budget to $40,000 a month in ads. That s right. No typo. That s $480,000 in free advertising. A couple requirements to qualify include: Having hit your $10,000k monthly budget cap (at least $9900) during at least 2 of the last 6 months Need to have a Click Through Rate (CTR) of higher than 1% over the past six months. Need to have conversion tracking installed and successfully tracking at least one conversion. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 21

22 CONCLUSION Get Approved and Take Advantage Google Ad Grants is one of the most powerful ways nonprofits can consistently send relevant website traffic to their website to increase subscribers, volunteer applications, program inquiries and online donations. There are over 3 billion Google searches every day. What keywords do you want to rank for? You have nothing to lose! So either apply through your organization or contact us at Community Boost to get your Google Ad Grant firing on all cylinders today. Want your account setup and maximized by experts? Reach out and we can help! Chandler Perog Certified Google AdWords Consultant chandler@communityboost.org The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 22

23 ABOUT THE AUTHOR Learn About Chandler Perog, Consultant at Community Boost Obsessed with sustainability and always trying to create a better way, Chandler Perog is an avid social entrepreneur and problem solver. Certified in both Google AdWords and Google Analytics, as well as Community Boost s liaison with Google Partners, Chandler Perog is hyper-focused on solving growth problems for his mission-driven clients. Chandler has helped nonprofits of all shapes and sizes consistently max out their $10,000 Google Ad Grant monthly budget and enjoy the returns of increased subscribers, volunteers and online donors. Tech Skills: Google AdWords, Google Analytics, Social Media Marketing, Paid Advertising, Marketing, Business Model Sustainability, Talent Development Learn more about Chandler and Community Boost, a cause marketing firm committed to empowering leaders in the social sector to make a bigger impact. Last, feel free to connect with Chandler on LinkedIn or send him an at chandler@communityboost.org to learn more about how to engage with him and the rest of the Community Boost team. The Five Steps to Unlock $10,000 from Google Ad Grants for Nonprofits (V1.0) 23