In our last blog post, we talked about the opportunities that digital marketing can provide for Alberta non-profits, colleges, and associations. The past year has changed everyone’s behaviours and expectations. These changes have organizations reevaluating their digital marketing and online presence.
We always say, “there isn’t a one-size-fits-all approach to digital marketing.” And this remains true. But there is one exception for registered charitable organizations, and that’s Google Ad Grants.
What are Google Ad Grants
Google Ad Grants allow any registered charitable organization to access a $10,000 USD per month Google Ads budget without haven’t to pay for the ads. Sounds too good to be true? It isn’t.
This isn’t a new program that’s a response to the pandemic, it’s been around for years yet not everyone knows about it.
Who can access Google Ad Grants
To qualify, your organization must hold valid charity status in the country you operate in. There are some organizations that don’t qualify, including:
- Government entities and organizations
- Hospitals and medical groups
- Schools, academic institutions and universities are not eligible, but philanthropic arms of educational institutions are eligible.
You can find more details here, and our team of Google Ad Grant specialists would be happy to answer any questions you might have.
How Google Ad Grants can benefit your Organization
The benefits of running Google Ads are more comprehensive than you might think. Your organization appearing at the top of the page for specified keywords is the most obvious but there are benefits beyond that.
One of the benefits of Google Ads is the vast amount of data you can receive from Google. This includes the exact words and phrases users search to find your site, when users are looking for your site, how many users are looking for services and information your site offers, demographic and geographic information, and much more.
This data can give you great insights into potential donors, volunteers, and clients and help shape your communication and marketing both online and offline.
How Google Ads fit in with your digital marketing strategy
Google Ads aren’t meant to take away from your other marketing efforts, they are there to enhance them. This is especially true when your organization doesn’t have to pay for them.
You might be thinking “my organization already comes up high in search results”. Great, but is it coming up high for all the search terms you want to be found for? Are there keywords that could be driving traffic that you haven’t even thought of? Google Ads can let you know very quickly.
All forms of digital marketing have their pros and cons. Google Ads get results quickly, usually, the tradeoff is that each click costs you money, but not with Google Ad Grants.
Search Engine Optimization (SEO) is very important to any organization’s long-term success but takes time. Google Ads can be a great addition to an SEO strategy. They can get you to the top of the page as an ad, while you continue your SEO strategy to move up in organic results. Plus, you can gain insight into which keywords will generate traffic.
Test Messages Quickly
Is your organization thinking of changing verbiage on your website or printed material? Test it out with a Google Ad 1st. Google Ads let you test multiple different ways of saying things to see what resonates best.
Unsure of what to say in a social media post? Look to see what types of messages are generating clicks and then test those messages on social media. Google Ads can enhance what you’re already doing in ways that might not seem obvious.
A holistic approach
The marketing landscape is more segmented than ever. The audience you want to reach could be on a number of digital platforms and we know charitable organizations are feeling pressure to be on more and more digital marketing platforms. Google Ad Grants might just seem like “another thing we need to worry about”. But Google Ads provide insights and advantages that can help your entire marketing efforts.
We’re here to help
At Digital Tea we pride ourselves on having a team that can assist you in all aspects of your online presence. From web design, development, e-commerce implementation and all forms of Digital Marketing.
We aren’t just trying to sell you a solution, we build relationships that last decades and help your organization thrive online.
Win a Google Ad Grant Setup and six months of Ad Management
We provided a lot of information in this blog post and imagine you might have some questions. Our local experts are happy to provide a no-pressure, no-obligation consultation. By doing so you’ll also be automatically entered to win a free Google Ad Grant setup and management for six months.
Click here to learn more about our services for non-profit organizations and complete the contact form to set up your free consultation or call us directly at (780) 473-4600.