How Every Nonprofit and Charity Can Use Google Adwords Grants

Marketing April 06, 2016

Terry Ibele

By Terry Ibele

Let’s get this out of the way right now. Google will give any eligible nonprofit and charity $10,000 in Adwords money every month! Go and sign up if you haven’t already.

Google Adwords is still something fairly new to you. What’s the deal with keywords and search terms and all that jazz?

You don’t need to be an expert to figure this all out, but knowing the basics will give you a super start on creating your own Adwords campaigns. Plus, with the right amount of testing and optimizing, you’ll soon become a Google Ads SuperHero!

We recently held a super excellent webinar from Google Partners, Jason Shim and Mark Hallman, who gave their super strategies on how to best take advantage of your grant.

Here’s a basic overview of some of their key points. The full video is below!

The first step to building your Adword campaign is to understand the current state of your world.

Conduct your own Google searches for services that your organization offers and see what ads are popping up. What terms is Google already autofilling into the search bar?

google autofill

You'll quickly get an idea of what's already out there, plus some ideas on how you can fit in.

The next thing you need to do is a reality check

No one is interested in you or your organization. People are only interested in themselves.

Take this for example...

reality check reality check2

Got it? Good! So, now that your mind is in the right place, you can start to create your ad.

And once you've written your ad, you'll want to TEST! TEST! TEST! Even a slight change of wording can drastically change how many people click through.

Check out how each of these variations of the same ad performed:


There are a number of things you can keep testing in your ads to make them better and better:

  • Ad Title
  • Ad Text
  • Landing Page URL
  • Time of day
  • Geography
And don't forget to check out the differences in keywords search terms that may be relevant for you. For example, if you're an animal adoption shelter, what would be a better keyword to use? Cats or Dogs?

You can easily find out using 

Google's Keyword Planner. In this case, it looks like "dog" would perform better.


And of course, this is only the tip of the iceberg! You'll need to constantly test your ads and use Google Analytics to find out which variations are working best for you.

Google Partners Jason Shim and Mark Hallman go into full detail in their instructional video, How to be a Google Ads Superhero. Watch below:

Extra Resources:

The Membership Growth Report:

Benchmarks & Insights for Growing Revenue and Constituents

Get the report now!

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