Getting the Most Out of Google Grants

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You should also create a keyword list of other nonprofits that provide similar assistance and services. You want to target not only “direct competitors” but also nonprofits that offer complementary assistance. For example, nonprofits that provide similar educational opportunities but in a different geographic region, or nonprofits that provide assistance in Africa, or nonprofits that help children in undeveloped countries.

Lastly, create a separate list of keywords for the more generic nonprofit-type keywords. For example: nonprofit donation, support nonprofits, etc. These keywords are a little less focused, so they may have a lot more user search volumes. However, these types of keywords are highly competitive with many paid Adwords accounts advertising on these keywords. Your $2 max bid cap and Google’s preference to regular Adwords accounts could limit your ability to show up for many of these terms. But, these keywords are still very valuable since they have the highest volume of searches, so don’t skip this step.

Ad Copy:

Your ad copy should be highly relevant to the keyword searched. If possible, the keyword a user searches should be in the ad copy itself, and include a clear call-to-action. For example, “Donate Now!”or “Become a Volunteer.” Highlight aspects that make your nonprofit stand out from others in the same niche. Do 100% of your donations go to the community? How many families has your organization helped? Was your organization featured on a credible third party source (news outlet, well known corporation, etc…)? Call these things out in your ad copy.

Landing Page:

The page/landing page a user reaches on your website after clicking on panama whatsapp number database your ad should be closely related to the keyword they search for and the ad copy they see. You should send users who’ve searched for a donation-related keyword to your donations page, not, say, the homepage or the volunteer page.

To help with brand awareness, nonprofits should also include a social media button next to donate now button. For example, “Not ready to donate? Support our cause and Like us on Facebook” or “Too busy to Volunteer? Share our story with your friends on Google+”… Not all users are ready to donate/volunteer, but most are still more than happy to show their support by “liking” your organization.

To increase donations, nonprofits should also include an employer match option or a mention of it on their website. Many companies offer employee donation matches, so you can double the donation by reminding users to check with their company’s human resources department.

So while Google did set limitations on Google Grants accounts to protect its paying customers, it’s still providing assistance to all nonprofits. And first and foremost, Google’s #1 priority is still to provide users the most relevant and useful information. Having a tight keyword group along with matching ad copy and corresponding landing pages will allow your business or nonprofit to show up higher and more frequently when users search in Google.

Want to learn more? Join us for an upcoming webinar on Google Grants, and stay tuned. Do you plan to, or have you already used Google Grants for your nonprofit? Tell us about it!