As a marketers for Not For Profit (NFP) organisation, you may have come across Google Solutions. As this tech guy has many tools that NFP organisation can use and enhance organisation's activities, including operation, management and marketing etc...
My first job when I worked as a part time employee for a local community organisation; we used Google for emails, intranet communication and data-base storage (At that time, Google Drive just launched) and many other cool online tools. We had used Google map to pin the locations of community centers. As a result, we identify the number of hours we spend for the area, as well as drawing a map to connect on-site employees to those locations. Having the data, the organisation could allocate resource and prioritize which areas required extra supports.
Now, on my current role in the advertising industry. I am continuing to use Google and working with a number of NFP clients. I have supports many NFP marketers to apply for Google Grants, a special program for Non-Profit Organisation.
I quoted what the page introduced about the grants: "Image what you could do with $10,000 USD of in kind advertising every month from AdWords, an online advertising solution from Google." For private institute and big corporates, the five figures advertising budget seems not enough even for a package of digital banner design; however, that budget is an awesome grants for a NFP organisation. Definitely, it is worth for the organisation to apply for and maintain the grant.
In this post, I would like to share my experience working on AdWords Grants for my client; including using the budget for:
- Promoting my client's mission and aim to spread the message to as many people as possible
- Recruiting people who are interested to my client's work and may make a donation.
Throughout a number of tests and experiments, I have summarized a few tips that I think marketers who are currently working in this field should know:
Tip no.1: Using keywords that most relevant, you should not bid on only brand terms. I have come across a few NFP clients and their reference for keywords selection would favour more for brand terms. In fact, it is a good start! And I suggest to use all of them in broad match-type. As broad keywords will help to capture as much data as possible. However, the marketers need to revise the keywords to understand what users are searching for and how it relevant to the organisation landing page.
Tip no.2: Having more than one landing page! They need to match different groups of keywords. As we group our keywords into different campaigns and adgroups, landing page need to address the user search queries.
Tip no.3: Optimizing your account at least one a week! It is important to grow the account with regular optimization and regular check on its performance. With bid limits as max $2 US, there is little room for bid adjustment. Nevertheless, the account still requires weekly check on trends and traffic volume. Unusual traffic volume may give marketers a better understanding of what is happening with competitors.
Tip no.4: AdWords Grants SEM strategy need to adhere to the content strategy. Content is where users will find it rationally to make the call for actions. Simply, SEM ads promote the calls, place a bridge to connect users to the charity. Users have the decision power whether they want to donate or do something for the organisation.
Tip no.5: Don't just always put max bid $2 on all keywords! If the keywords didn't drive traffic for you, even impressions are smaller than 100 per month. I highly recommend to stop bidding on them, delete and start looking for better quality keywords. The keywords don't drive clicks and impressions that they are called "bad ants". Bad ants don't bring much food back instead of lowering the overall account score.
Hopefully with all above tips, you can kick start your AdWords Grants confidently. There is an upper level for the successful marketers using up all $10,000 AdWords grants each month - the Grants Pro with $40,000. Feel free to reach out to me if you like to share your experience of using this simply powerful ads grant. Lastly, thank to Google!
