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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Google Was Designed by Engineers
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 for Nonprofits Products
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
Business7
Google for Nonprofits Products
One Today
A mobile app that helps you fundraise
Google for Nonprofits Products
Google Ad Grants
Google Was Designed by Engineers
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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Google Was Designed by Engineers
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
Step 1: Join Google for Nonprofits Program
Step 1: Join Google for Nonprofits Program
Step 1: Join Google for Nonprofits Program
Step 1: Join Google for Nonprofits Program
Step 1: Join Google for Nonprofits Program
Step 1: Join Google for Nonprofits Program
Applying for a Google Ad GrantStep 2 Getting a Google Ad Grant is a 4 Step
Process:1)Join Google for Nonprofits Program
2)Enroll in Google Ad Grants3)Create an AdWords Account
4)Apply your AdWords Account number to your Google Ad Grant
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Google Was Designed by Engineers
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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Step 2: Enroll in Google Ad Grants
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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Step 2: Enroll in Google Ad Grants
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Step 2: Enroll in Google Ad Grants
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Google for Nonprofits Programs
To Join Google Ad Grants, you first have to sign up for Google AdWords
Applying for a Google Ad GrantStep 3 Getting a Google Ad Grant is a 4 Step
Process:1)Join Google for Nonprofits Program
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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Applying for a Google Ad GrantStep 4 Getting a Google Ad Grant is a 4 Step
Process:1)Join Google for Nonprofits Program
2)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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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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