Google Ad Grants 101
A Small Investment in Free Marketing
Google provides certified 501c3 nonprofit organizations with the Google Ad Grants program ($10k per month) to help make those nonprofits more visible and competitive in search results. It’s a valuable, mature, and accessible advertising tool that nonprofits of all sizes should consider. As a practical entry point into your organization’s engagement architecture, search ads can bring a new, significant traffic source to your organization’s website, helping generate new leads, spark donor interest, attract volunteers, and amplify the brand and programmatic messaging. It can also be a valuable supplemental sidecar to your SEO strategy and tactics.
There are a few considerations to navigate if you embark on this program within your organization. ParsonsTKO will discuss the nuts and bolts of the Ad Grants program and how your organization can make the most of this grant opportunity such as:
- How the Ad Grants program differs from (paid) Google Ads and when to consider using the paid version instead
- A quick overview of Microsoft’s parallel offering, Bing Ads for Nonprofits
Following along in the recording as John Harrison shares his experience with the Ad Grants program and how your organization can make the most of this free tool.
Recorded: May 18, 2022 | ~50 minutes
Slide deck: Google Ads 101
John Harrison, Solutions Producer
With a background in Art Education, Educational Technology, Information Technology and Digital Marketing, John has been designing, coordinating and launching websites and digital experiences since the turn of the century, and joined ParsonsTKO in 2021.
At Enterprise Community Partners, a national, non-profit affordable housing organization, John helped design, build, launch, and maintain a modern marketing engagement architecture. This interconnected email, web, CRM and data ecosystem enabled Enterprise to identify quickly, grow and segment new audiences for affordable housing development, advocacy, social impact investment and philanthropy. John’s past client work includes AARP, Audi USA, Abbott Pharmaceuticals, Wells Fargo Foundation, Windstream, Virginia Satellite Education Network and Enterprise Green Communities.
John received his B.A. at James Madison University and a leadership certificate at Loyola University. When he’s not deeply engaged in customer journeys, writing user stories and prototyping wireframes, John enjoys logging the miles on his bike, hiking in the woods and perfecting vegetarian dishes in Richmond, VA, where he lives with his spouse Erica.
Other resources on our site:
Is Google Analytics 4 right for your organization? Google Analytics 3 is sunsetting on July 1, 2023, and at that time Google Analytics 4. Read more about this major upcoming transition.
Google Analytics Decision-Making Toolkit – a free and self-guided assessment process to help organizations prepare for the transition away from Google’s Universal Analytics, and to inform the decision about what analytics platform they’ll use next.
Outreach Technology Roadmapping Workshop– Learn more about how this workshop can help you team improve business performance with a practical plan for optimizing and integrating your outreach systems
Resources mentioned in this webinar:
- SEO & Audience Acquisition Audits
- “Are you prepared for the Google Analytics 4 transition” webinar recording
- “How to use search data” webinar recording
- Free keyword research tools: