Google has over 77% of the market share when it comes to online search. Almost 4.5billion searches are made each day and around 37% of all website referrals come straight from Google. Quite the shop window – if you can put yourself there! This is where Google AdWords and, for charities, Google Ad Grants come in.
£8,000 a Month in Free AdWords
As a charity or non-profit, you could be eligible for a Google Ad Grant – worth $10,000, roughly £8,000, each month in free Google AdWords. This platform can make your charity appear at the very top of a Google search for certain keywords. For charities, the benefits can range from an increase in reach and website visits to more sign ups and donations. You decide what keywords you want to associate with and so by choosing terms that relate to your audience’s potential searches you can serve highly targeted ads.
There are a few different approaches to using Google AdWords for charities. Unicef and UNHCR use theirs to raise awareness for their appeals and campaigns to drive donations. You might use your ads to promote events and initiatives, appeal for volunteers or drive donations. Google will only allow promotional ads for appeals if 100% of the proceeds directly support your programmes. Have a look at some charities who are successfully using Google Ad Grants.
Searching for Success
Make sure you choose keywords that are relevant to your causes. You want your message to be front and centre when people search for the subject. Keep evolving your campaigns and combine your ads with Google Analytics to gain better insight into their performance. Change and update your keywords so you can see which terms work best and adapt accordingly. Your ultimate aim will be to increase traffic and conversions, so learn how you acquire visitors, what they’re looking for and what your supporters respond to. The more informed you are, the more likely you’ll be to succeed.
Get in touch
Get in touch if you’d like to explore how you can reach an audience through Google AdWords. We can help with everything from account setup, keyword research and ad writing, to analytics and reporting.
See if you’re eligible for Google Ad Grants and apply today.