Google Ads offers significant value to non-profit organizations seeking to enhance their visibility and boost donations. By implementing the appropriate strategy and approach, you can harness the potential of this robust advertising platform to engage with potential supporters and generate greater awareness for your cause. In this article, we will delve into some valuable tips and best practices to help your non-profit organization maximize the benefits of using Google Ads.
Google Ads can be a valuable tool for nonprofits, especially in driving donations. Often, nonprofits restrict themselves to a Google Grants account due to concerns about budget limitations. However, this misconception can be rectified.
Nonprofits gauge their effectiveness by analyzing their return on investment (ROI) for various actions taken. ROI pertains to the benefits received when investing in a product or service and serves as a performance metric to assess the profitability and efficiency of an investment.
For nonprofits, analyzing ROI involves evaluating the returns garnered from a specific expenditure and determining if it justifies the investment. ROI is typically expressed as a percentage, calculated by subtracting the investment’s cost from its current (or returned) value and then dividing that result by the investment’s cost.
Fortunately, numerous resources are available to nonprofits, enabling them to extend their reach and impact without incurring high costs, thereby generating robust ROIs. One invaluable resource is Google Ad Grants. In this article, we will delve into the Google Ad Grant and the ROI it can deliver for nonprofits.
What Is Google Ad Grants?
Google Ad Grants is a program offered by Google to eligible nonprofit organizations, providing them with free advertising credits to use on the Google Ads platform. It aims to empower nonprofits to raise awareness for their causes, attract potential supporters, and increase online visibility without the burden of ad costs.
Through Google Ad Grants, qualified nonprofit organizations can access up to $10,000 USD worth of in-kind advertising per month to promote their initiatives on Google’s search results pages. These ads are displayed when relevant keywords are searched, enabling nonprofits to reach a broader audience and effectively convey their message.
To qualify for Google Ad Grants, nonprofits must meet specific eligibility criteria, including holding valid charitable status, having a functional website, and agreeing to certain advertising policies. Once approved, organizations can create and manage their ads on Google Ads, utilizing this valuable resource to amplify their impact and achieve their mission-driven goals.
Acquiring the Google Ad Grant involves three main steps:
1. Apply for Google for Nonprofits
2. Activate Ad Grants
3. Launch a Successful Ad Grants Campaign
What Is the ROI for the Google Ad Grant?
The ROI (Return on Investment) for the Google Ad Grant can be significant for nonprofit organizations. By utilizing the Ad Grant’s free advertising credits, nonprofits can effectively reach a broader audience, increase website traffic, and attract potential donors and supporters.
The ROI can be measured in various ways, such as:
- Increased website traffic: The Google Ad Grant can drive more visitors to a nonprofit’s website, leading to higher engagement and potential conversions.
- Expanded brand awareness: With increased visibility on Google’s search results pages, the nonprofit’s brand awareness can grow, attracting more attention and support.
- Enhanced fundraising efforts: By effectively utilizing the Ad Grant to promote fundraising campaigns, nonprofits can generate more donations and contributions from engaged audiences.
- Better program reach: Nonprofits can use the Ad Grant to promote their initiatives, events, and services, ensuring a wider reach and greater impact.
The Google Ad Grant offers a valuable opportunity for nonprofits to achieve their objectives, improve their online presence, and maximize the return on their marketing efforts without incurring significant costs.
How Do I Calculate ROI for the Google Ad Grant?
To calculate the ROI (Return on Investment) for the Google Ad Grant, follow these steps:
- Determine the Total Value Generated: Start by calculating the total value generated from the Google Ad Grant campaign. This includes monetary donations received, volunteer sign-ups, event registrations, or any other conversions that contribute to your nonprofit’s goals.
- Calculate the Total Cost: For the Google Ad Grant, the actual cost is zero, as it provides free advertising credits. However, if you have any additional costs related to managing the campaign (e.g., hiring a digital marketing team or using third-party tools), include those expenses in the total cost.
- Subtract Total Cost from Total Value: Subtract the total cost from the total value to get the net return.
- Divide Net Return by Total Cost: Divide the net return by the total cost and multiply the result by 100 to get the ROI as a percentage.
The formula for calculating ROI is:
ROI (%) = [(Total Value – Total Cost) / Total Cost] x 100
For instance, if your total value generated is $10,000 and the total cost (including any additional expenses) is $1,000, the ROI would be:
ROI = [(10,000 – 1,000) / 1,000] x 100 = 900%
A positive ROI indicates that the Google Ad Grant campaign is generating more value than the costs incurred, making it a successful and effective marketing strategy for your nonprofit organization.
Now that you comprehend the essence of the Google Ad Grant and how to obtain it. Learn from the advertising journey of one of our nonprofit clients and apply these lessons to enhance your own nonprofit’s performance.
Why solely relying on Google Grants is not sufficient?
Similar to many nonprofits, this client initially relied on a Google Grants account, which can be beneficial for some organizations.
However, they soon realized that Google Grants had its limitations, making it challenging to utilize a substantial portion of the grant budget. This struggle was compounded by competing with pharmaceutical advertisers and larger nonprofit entities in a crowded market.
To overcome these challenges and achieve better results, they decided to set up a paid (i.e., “normal”) Google Ads account – a decision that proved to be highly advantageous.
With a monthly expenditure of around $6,000 to $8,000 on Google search text ads, they managed to receive donations amounting to $12,000 to $15,000, a level of success they couldn’t attain with the Google Grants account alone.
The constraints of a singular approach
Our client and our team were delighted with the results achieved so far, but we both understood that we shouldn’t rest on a single approach.
To capitalize on the success, we decided to allocate even more budget to Google text ads, hoping to achieve even better returns. However, despite the increased investment, the results didn’t match the higher budget’s expectations. This led us to realize that we needed to explore a different approach.
Consider Leveraging Existing Content
In our quest for a new strategy, we discovered our client’s YouTube channel, which immediately grabbed our attention. The client had already produced some remarkable video content that effectively conveyed the organization’s value, surpassing the impact of any text ad. This inspired us to venture into video ads and put our idea to the test.
The outcomes were exceptional, particularly during the end-of-year giving season. By increasing our ad spend to $17,000 over that period, with a portion of the additional budget allocated to video ads, we generated over $80,000 in donations.
Given the remarkable return on investment, we strongly encouraged our client to consistently invest in video advertising throughout the entire year. This strategic move aimed to drive more donations year-round and make a lasting impact.
Donations are not the sole objective.
It’s perfectly fine that these videos aren’t directly generating donations because their primary focus is to build brand awareness. This increased visibility will play a crucial role in securing future donations and sustaining the nonprofit’s impactful endeavours.
The best part is that these campaigns do not necessarily demand a substantial budget. In fact, a video push campaign with a budget as low as $400 can yield remarkable results. For instance, we achieved up to 150,000 impressions and 20,000 video views with such a modest investment – a testament to the significant impact of these campaigns.
Benefiting from unexpected clicks
Upon implementing our advertising program, we observed an intriguing pattern. At times, we receive donations from individuals searching for another organization’s name within the same charity domain. After coming across our client’s content and videos, these potential donors opt to contribute to our client’s cause.
While we cannot be certain of the exact reasons behind this phenomenon, we can speculate on a few possibilities:
- The competitor might not be extensively advertising on Google beyond their Google Grants account. Based on our experience, Google tends to prioritize paying advertisers over Google Grants recipients. Our paid account could give us an advantage in this regard.
- The competitor may need to focus on building stronger brand awareness and trust. If they invest more in these areas, people might be more inclined to specifically seek them out for donations instead of contributing to our clients.
While the exact dynamics remain uncertain, it highlights the potential benefits of our advertising efforts and emphasizes the significance of enhancing brand awareness and trust in attracting donors effectively.
Continue on the Current Path.
Our client has understandably been thrilled with their success, and their excitement drives them to explore new themes and ideas continually.
As advocates of testing, we share their enthusiasm for trying out different approaches. However, it’s crucial to allow sufficient time for these experiments to unfold. Rushing the process can make it challenging to accurately assess what strategies are effective and what ones may need adjustments. Patience is key in ensuring a comprehensive understanding of the outcomes and making well-informed decisions for further improvements.
Make a Plan for the Future
Building on the positive impact of YouTube ad campaigns for this nonprofit, we are already laying out our next steps.
One of our key initiatives is developing an “always on” YouTube campaign, showcasing videos that vividly demonstrate the nonprofit’s value.
Furthermore, we have identified various types of videos we plan to test, including those that:
- Feature underserved demographic groups, promoting inclusivity and diversity.
- Highlight local support groups and seminars, emphasizing community engagement.
- Address common questions like “What is?” and “How to?”, providing valuable information to viewers.
- Share inspiring stories about the positive impact of the nonprofit’s activities, evoking emotional connections.
- Present personal member stories akin to customer testimonials, illustrating the nonprofit’s real-world effects.
- Detail precisely how donations are utilized, offering transparency and trust to potential donors.
- Incorporate a Q&A format, such as an “Ask an expert” series, encouraging viewer engagement and interaction.
By diversifying our video content and exploring these various themes, we aim to further enhance the nonprofit’s visibility, connect with a broader audience, and encourage increased support for its mission.
Google Ads isn’t exclusive to for-profit businesses.
It’s unfortunate that Google Ads often don’t receive the attention it deserves from nonprofit organizations. Similar to for-profit businesses, Google Ads can be a powerful tool for nonprofits to achieve their objectives and increase brand awareness.
This becomes even more meaningful when it leads to more funding for their noble causes. Embracing Google Ads can truly make a positive impact on these nonprofits and the greater good they strive to achieve.
Would you like to read more about how to use Google Ads to boost donations for your nonprofit organization-related articles? If so, we invite you to take a look at our other tech topics before you leave!
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