Applying for Google Ad Grants and Google for Nonprofits

Chris MiddingsFounder & President, [email protected]

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About NPG

NPG specializes in creating and administering Google Ad Grants accounts for nonprofits

NPG creates customized search engine and social media marketing solutions to amplify nonprofits' missions, visions, and goals

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Google Was Designed by Engineers

So it’s Confusing

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So it’s Confusing

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Google for Nonprofits Program

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Google for Nonprofits Products

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Google Apps for Nonprofits Free version

YouTube for Nonprofits Premium branding capabilities on YouTube

Increased uploading capacity

The ability to select custom thumbnail images

Call-to-action overlay on your videos

Google Earth Outreach Grants Free licensing for Google Earth Pro and Maps API for

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One Today

A mobile app that helps you fundraise


Google Ad Grants


So it’s Confusing

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What is Google Ad Grants?

The nonprofit edition of AdWords, Google's online advertising tool

Empowers nonprofit organizations, through $10,000 per month of in-kind AdWords™ advertising

Allows nonprofits to promote their missions and initiatives on Google.com

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About Google Ad Grants

Google Ad Grantees receive a grant for free AdWords advertising on Google.com

Grantees build and manage their own AdWords accounts just like paying advertisers

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Paid SearchPaid Search

Why Google Ad Grants?

Reach and engage your supporters through online advertising with AdWords

With Google Ad Grants, you can: Reach donors, volunteers, and constituents

Raise awareness

Track online donations, newsletter sign-ups, and volunteer registrations

Promote your organization's website

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So it’s Confusing

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What is Google AdWords?

You create ads and choose keywords (words or phrases related to your organization)

When people search on Google.com using one of your keywords, your ad appears next to the search results

You're advertising to an audience that's already interested in you

You attract supporters People can simply click your ad to donate to your

organization or learn more about you

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Are You Eligible?

To be eligible for the Google for Nonprofits program, organizations must

Hold current 501(c)(3) status, as determined by the U.S. Internal Revenue Service; and

Acknowledge and agree to the application's required certifications regarding nondiscrimination and donation receipt and use

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Eligibility Restrictions

The following organizations are not eligible for Google for Nonprofits:

Governmental entities and organizations

Hospitals and health care organizations

Schools, childcare centers, academic institutions, and universities (philanthropic arms of educational organizations are eligible) To learn more about Google's programs for educational

institutions, visit Google in Education

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Applying for a Google Ad GrantStep 1 Getting a Google Ad Grant is a 4 Step

Process:1)Join Google for Nonprofits

Program2)Enroll in Google Ad Grants

3)Create an AdWords Account

4)Apply your AdWords Account number to your Google Ad Grant

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Google for Nonprofits

To Join Google Ad Grants, you first have to sign up for Google for Nonprofits

Create a Google Accounthttp://www.google.com/nonprofits/

Step 1: Join Google for Nonprofits Program

Step 1: Join Google for Nonprofits Program


Process:1)Join Google for Nonprofits Program

2)Enroll in Google Ad Grants3)Create an AdWords Account


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So it’s Confusing

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Step 2: Enroll in Google Ad Grants

Once approved, click on Product enrollments:

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Click on Google Ad Grants:

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Step 2: Enroll in Google Ad Grants This part is very confusing – it does not take 2-4 hours

to create your Google Ad Grants account The 2-4 hours Google is referring to comes later,

when you build your AdWords account (NPG can help!)

The step you are taking right now only takes a few minutes

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Google for Nonprofits Programs

To Join Google Ad Grants, you first have to sign up for Google AdWords



2)Enroll in Google Ad Grants

3)Create an AdWords Account4)Apply your AdWords Account number to

your Google Ad Grant

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Step 3: Create an AdWords Account Open a new browser window

http://adwords.google.com/um/Signup/Home

Choose Country, Time Zone, and Currency (USD only)

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Step 3: Create an AdWords Account Now your AdWords account has been

created Sign in to your AdWords account:

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Step 3: Create an AdWords Account Create at least one campaign with

keywords and at least one ad:

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Step 3: Create an AdWords Account Create at least one campaign with

keywords and at least one ad:

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Step 3: Create an AdWords Account Copy your account number:

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2)Enroll in Google Ad Grants

3)Create an AdWords Account


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Step 4: Apply your AdWords Account number to your Google Ad Grant Go back to your Google Ad Grant

application, check the boxes, and paste in your AdWords account number

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Step 4: Apply your AdWords Account number to your Google Ad Grant

Describe how your organization will use AdWords

Click Enroll:

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Step 4: Apply your AdWords Account number to your Google Ad Grant Your Status will now be “Received”

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Step 4: Apply your AdWords Account number to your Google Ad Grant It takes Google up to 60 days to

approve NPG clients have reported back approval in as little

as 2 days, but that is not typical

Once Approved, you'll receive an email, and your status will change to Approved:

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Applying for a Google Ad Grant

Once approved, please contact NPG We'll help you set up your AdWords account and

start driving paid (but free!) traffic to your website

Most nonprofits see paid traffic become the #1 source of traffic to their website

Unlike organic search, you pick which keywords lead to which landing pages

Donations Volunteers Education Newsletter Sign-ups Any other goal! 48

Applying for a Google Ad Grant

A Warning If you decide to set up your AdWords account

yourself, don't ever put in your credit card information

You'll be prompted to do this every time you create a campaign

If you make this mistake, your account will switch to paid and can't go back to being free

If you find yourself in this situation, please contact us While we can't change your account back, we can export

your account and import it into a new, free account so you can get restarted

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AdWords Restrictions

Daily budget of $330 ($10,000 per month) If you exceed $330/day, you will not be charged

Your ads just stop showing up

Maximum cost-per-click of $2.00 Only keyword-targeted campaigns Only appear on Google.com Only text ads Run for as long as the organization remains

actively engaged with their Grants AdWords account

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Google Ad Grants Criteria

You must have a website Your ads must link to a page on your website

The keywords you target must be relevant to your program and services

Your website cannot display revenue-generating ads, (such as Google AdSense) or affiliate advertising links

The management of your advertising campaign is your organization's responsibility

You can use an outside agency to manage

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Active Engagement

Grantees are required to be actively engaged in the program Actively manage their AdWords accounts

Be responsive to email requests from Google

Log in at least monthly If you don't log in for 3 consecutive months

or prove unresponsive to email requests, your account will be subject to cancellation without notification

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Ad Restrictions

Ads must reflect the mission of your organization and your keywords must be relevant to your programs and services

Strictly commercial advertising is not allowed If you intend to promote products or

services, 100% of the sales and/or proceeds must support your program

Your Google ads cannot link to pages that are primarily links to other websites

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Example of an Approved Store Page

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URL Restrictions

Your ads must only link to the website URL that is included in your application

If your organization's URL changes or you develop additional URLs for your organization that direct to the main organization's site, you may add these to your account at any time without written approval from Google

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Chris MiddingsFounder & President, [email protected]

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Applying for Google Ad Grants and Google for Nonprofits

Technology

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