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Digital Marketing for non-profit organizations: Google Ad Grants

Enhance your strategy of digital marketing for non-profit organizations that grows with technology.

Digital marketing is a vast knowledge area wich provides you numerous mechanisms to highlight your organization in the market.

One of those mechanisms are the Ads or paid digital campaigns located in different platforms such as social media and searchers.

Her we’re goig to talk about Google Ad Grants for non-profit organizations.

If you want to know more about the difference between web pages and websites read Are a web page and a website the same?
before continue.

Google Ad Grants for a non-profit

Google Ad Grants is a program that brings all the advertisement benefits a business has for non-profits, but they are giving 10K monthly with some restrictions.
Normally, a business joins the Google Adwords program to advertise its products, services or content.
In this case, the goal is to get leads or sell products or services.
In a similar way, Google has this program to help non-profit organizations to promote their services, programs, content or whatever is the case,.
To reach the objectives of the organization, that could be: get volunteers, raise more money, promote events or just generate impact.
In both scenarios, you get a Google Adwords account.
In this account, you create “campaigns”.
Visit Google for Nonprofit Organizations if you want to explore more tools for non-profit organizations.

What is a campaign in digital marketing for non-profit organization?

There’s not much difference with a normal campaign .
A campaign could look like this:
  1. When people search for “animals protection” they receive some results at with Google search or any other searcher.
  2. The people will see in the search list your “campaign” within the results.
  3. If somebody “clicks” the Ad it will take them to a website or “landing page“.
The landing page should have the information you want to show the user and normally has an objective and a prominent “call to action”.
The “call to action” could be a button or link namend: “sign up to newsletter”, “Donate”, “share the word”.
The campaign costs are based on views and clicks. Some search terms are more expensive than others.
example google ads 01  example google ads 02
Examples of Google Ad campaigns – Digital marketing

Common questions about the Google Ads Grant program

There is a maximum cost-per-click (CPC) of $2.

So does that mean we are billed if the clicks go over the $10,000 per month free ads?

How difficult is it to control that?

You can control this from the beginning since you choose the search terms, you will see if clicks are more expensive than $2.
In a similar way, you set your maximum daily budget.
But if you leave it open and it exceeds the budget, you would be charged for anything extra.
You can always set a budget limit and in the early days, you should check in and monitor the campaign multiple times per day.
After a week or so, you can slow down to once or twice a day, and then ultimately once or twice a week.

How much time realistically would be spent if we choose to control the ads ourselves?

Would the “Ads Express” option be more realistic for us, which is an automated setup?


Ads creation with Google Adwords is a digital marketing discipline that requires some knowledge and time investment to take the best benefit.
Assuming you have everything defined, the initial configuration for a campaign can take 2 hours to launch.
But It normally requires refining based on the obtained results, and It could be weekly.
Once the campaign is stable you wouldn’t need to invest more time in it.
But there are side tasks depending on the goals of the campaigns: like create landing pages, set up Google analytics to track conversion, A/B testing experiments, among others.
If you are new on Google AdWords, It would make more sense to start using the express version and when you require more control move to complete Adwords version.
Also, you should  have a keyword analysis first and a defined strategy.

We can make this process easier

If you don know how to start the technology and digital marketing plan for your non-profit organization…
Or have little time to dedicate to this kind of tasks, we can help you.
At Swapps we prepare your website to gives its best performance, and guide you to elevate it so youll be prepare to receive more visitors and donations.
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