Jessica King is business lead at Getting Attention, where she helps nonprofits acquire and manage the Google Ad Grant.
The Google Ad Grants program can help associations increase their online presence. Keep in mind these important considerations that’ll set you up for success with the program.
Unlocking the potential of your association's outreach efforts while maximizing your budget is a constant pursuit. If you're seeking innovative ways to elevate your association’s visibility, the Google Ad Grants program could be the game-changer you've been waiting for.
Designed for charitable organizations, the Google Ad Grants program enables marketers to promote their website’s content within Google Search results—free of charge. The goal is to generate more site traffic, funds, and engagement without blowing your marketing budget.
As a program participant, an association would receive a $10,000 monthly stipend to offset costs associated with marketing their events, membership perks, and other engagement opportunities—making it a good addition to their current multichannel marketing strategy.
While the Google Ad Grant sounds like an opportunity to not pass up, aligning its potential with marketing goals is vital. This article will explore three key considerations to help determine if the program is a good fit and subsequently maximize the impact of every dollar spent.
From boosting memberships to increasing event attendance, the program can align with different marketing goals. Associations can promote a wide range of content via the Google Ad Grant, such as:
After determining what goals to pursue, you’ll develop ads that will catch users' attention and inspire them to “convert,” whether that means becoming a member, registering for an event, or taking another meaningful action.
No matter what you’re aiming to achieve, every strong Google Ad campaign is made up of three components:
It doesn’t matter if you’re marketing membership opportunities or sharing industry news. Each of your ads needs these elements to inspire action.
While the Google Ad Grant can be transformative, you’ll need to follow a series of guidelines to stay eligible. Following the program’s rules will steer you toward running higher-quality ads.
Getting Attention’s Google Ad Grant rules guide breaks down the regulations into these categories:
The good news is that the program’s coordinators will let you know if you’re not following these rules. If you ever need help getting your account back in line, you can always turn to a Google Ad Grant consultant for help too.