a nonprofit guide to getting the most out of your Adwords grant

Transcription

1 a nonprofit guide to getting the most out of your Adwords grant Rates are benchmarks only. We evaluate each project and work with clients individually to offer (646) // 175 Varick Street packaged New York, programs NY at the most competitive budget levels.

2 AdWords overview what is Google Grants? what is an AdWord? what does it do for me? table of contents Program details program guidelines who is eligible? what are the restrictions? Launch a campaign what results can I get? who can manage all of this?

3 overview what is Google Grants?

4 what is a Google Grant? Google wants to support your efforts to raise awareness surrounding your cause and help you change the world. Google Ad Grants offers nonprofits up to $10,000 per month in in-kind (free) AdWords advertising to promote your mission and grow your Google search result pages. But wait what is an AdWord??

5 what is an AdWord? So lets say these are AdWords you search for water charities you get search page results and this could be you!

6 what does it do for me? The Ad Grants program brings you the power of AdWords to create a custom marketing strategy to help your nonprofit achieve its goals with the following parameters: up to $10,000 per month, which is equivalent to $329 per day $2.00 max cost-per-click (CPC) Only run keyword-targeted campaigns Only appear on Google search results pages Only run text ads

7 program details how does it all work?

8 what are the guidelines? Google Grants Guidelines Must have a website & your ad must link to that website Keywords purchased must be relevant to your organization Website must not have revenue generating ads like Adsense Account must be maintained

9 who is eligible? Google Grants Eligibility 501(c)(3) status Some restrictions apply, including: geographic, membership organizations, religious/political organizations, non-profits primarily providing commercial goods/services details.html2

10 what are the budget restrictions? If awarded a Google Grant, your organization will receive: Up to the equivalent of $10,000 advertising per month (which is equivalent to $329 per day) Some keywords may not be available If you consistently reach the $10,000 cap, you may apply for a higher level Google Grant with additional services

11 launching a campaign what can I expect?

12 what are the results? 1. Google gives your non-profit $10,000 per month to spend in Google Adwords at no expense 2. PBJ estimates this will generate 10,000 to 20,000 extra unique visitors per month (120,000 to 240,000 per year) 3. Managed properly, Google Grants can potentially increase annual website traffic by 1,056% from 22,734 visitors to 260,000+ visitors 4. With just a 1% conversion rate and a $50 avg. donation size, 240,000 extra visitors could generate $120,000 in donations

13 who can manage this campaign? Google Adwords is very user-friendly and can be managed internally by your organization. PBJ also offers services to manage a successful campaign for you. We offer a three-tiered management approach to start your campaign: management fee: Adwords Spend (grant): one-time setup fee: Tier 1 Tier 2 Tier 3 $500 $5,000 $1,500 $750 $7,500 $1,500 $1,000 $10,000 waived

14 Rates are benchmarks only. We evaluate each project and work with clients individually to offer packaged programs at the most competitive budget levels. we hope this information was helpful, now take the next steps and let us help you get qualified! (646) //

15 if you can dream it, we can do it. make it happen. PBJ Marketing // (646) // 175 Varick Street New York, NY 10014