Easy, Effective Google Grant Ads For Non-Profits

Google Grant Adwords for Non Profits: Set Up High Performing Google Ads, Keep Your Grant & Manage Ads in 2 Hours a Month

What you'll learn
Learn how to run an effective Google Grant Ad account, that will bring relevant, engaged traffic to your website
Master a time-efficient technique, that will enable you to keep your Google Ads performing with just an hour's work every 2-3 weeks
Understand the particular rules & restrictions on Google Grant Ad accounts, how to keep your account compliant & stop your Grant a/c from getting suspended
Be able to undertake keyword research
How to fix a Google Grant Adwords account that isn't performing, or restore an account that's been cancelled
Set up campaigns on Google Ads that will achieve real revenue for your non-profit
How to set up high Click Through Rate campaigns, so your account performs above Google's required minimum of 5% CTR
Know how to use Sitelinks and other Ad Extensions to increase click through and conversions
Understand the power of Google Ads for non-profit digital marketing
Requirements
Access to a Google Grants Ad account - these are restricted to registered charities. If you are eligible for an account but not yet set up, this course provides instructions on how to get started.
This course is suitable for beginners so prior experience with Google Ads is not essential
Knowledge of basic digital marketing concepts such as search engine optimisation (SEO) is helpful
Description
Google Grant Ads (also known as Adwords) are one of the absolute best digital promotion channels for charities and non-profits - Google provides a Grant of up to US$10,000 per month, which charities can spend on highly targeted digital ads. If a Google Grant Ad account is set up correctly and maintained well, it can drive highly engaged visitors and donors to your charity's site.However, many charities struggle to use their Google Grant Adwords Accounts correctly, and Google introduced new compliance rules in 2018 which have led to many charities losing their Grants.Maximise your Google Grant Adwords account, and learn a time-efficient technique for managing them, through this course from Digital Charity Lab.In this course, you will learn:How Google Adwords work, and their power as a digital marketing channelAbout the Google Grant and how to applyHow to correctly set up your Grant Adwords account3 key concepts that will help you understand Google Grant AdsHow to research which of your services and campaigns you can usefully promote through Google Ads, and how to prioritise your campaignsHow to write ad copy that makes searchers want to clickAbout Google's rules for Grant Adwords accounts, and how to stay compliant with themHow to fix a non-compliant accountHow to rescue a Google Grant Adwords account that's not performingSpecific skills and techniques that are crafted for non-profits and your particular business goals and challengesYou will get:Multiple articles and downloadable guidesA checklist and plan of action for keeping your account performingA checklist for fixing a non-compliant Google Grant accountTemplates for brainstorming Ad campaign ideas, and for creating a campaign planThis course is suitable for:Anyone working for a charity who'd like to explore the very effective digital marketing channel that is Google Grant AdsAnyone who needs to set up a new Google Grant Ads accountAnyone needing to fix an existing Google Grant Ads account that isn't performing, or is not complying with Google's rulesFundraisers, campaigners, communications staff, information officersPeople with Google Ads experience who'd like to learn skills specific to non-profits and Google Grant Ads accountsTestimonial"The clear and easy to follow advice from Digital Charity Lab enabled me to double our click throughs from Google Grants with just a couple of hours work. If you're not following their advice you're almost certainly not getting the best out of your grant."- Justin Moran, Age ActionNB: this course does not cover Google Adwords Express - my recommendation is that you do not use it as its functions are too limited. See the section on Adwords Express for more information.

Overview

Section 1: Welcome, introduction & about Google Grant Ads

Lecture 1 Introduction

Lecture 2 What is a Google Ad?

Lecture 3 What is the Google Ad Grant, and why should you use it?

Lecture 4 Dos and Don'ts - what to concentrate on, and what to avoid

Lecture 5 Credentials! My experience with Adwords. Also: About Digital Charity Lab

Section 2: Google Grant Ads for Beginners - Getting started

Lecture 6 How to apply for the Google Grant and set up your Grant Ad account

Lecture 7 Adwords Express - should you use it?

Lecture 8 Quick tour of the Ads interface

Lecture 9 Google's compliance rules for Grant accounts

Lecture 10 Connect your Google Ad account to Google Analytics

Lecture 11 Click Through Rate & Conversions Explained

Section 3: The 3 key concepts you need for mastering Google Grant Ads

Lecture 12 The 3 key concepts you need to make Google Ads work

Lecture 13 Concept 1: Keyword research & how to do it

Lecture 14 Concept 2: Use relevant, specific keywords

Lecture 15 Concept 3: Use your keywords in your ad copy

Section 4: How to decide what to advertise on Google Ads, and how to prioritise

Lecture 16 What can you advertise on your Grant Ads account? How to decide and prioritise

Section 5: Putting it into practice: your keyword plan

Lecture 17 Build your keyword list - create plan in Adwords, group around themes

Lecture 18 Keyword match types and syntax

Lecture 19 Negative keywords

Section 6: Putting it into practice: creating a campaign plan and writing your ads

Lecture 20 Campaigns and ad groups explained

Lecture 21 Building a campaign plan

Lecture 22 Tips for writing strong ad copy

Lecture 23 Walkthrough: publishing a campaign

Section 7: Ad Extensions - a great way to improve ad performance and promote new things

Lecture 24 Ad Extensions - what they are, and why you should use them

Lecture 25 The magic of Sitelinks

Lecture 26 How to set up Sitelink Extensions

Lecture 27 Other Extension Types

Section 8: Care and feeding of your Grant Account - how to stay effective and compliant

Lecture 28 Regular tasks to carry out - downloadable resource

Lecture 29 Using Google Analytics to evaluate your Google Ad performance

Lecture 30 Staying compliant with Google's rules for Grant Ad Accounts

Lecture 31 How to fix a non-compliant Google Grant Account

Lecture 32 What to do if your account is not performing

Lecture 33 What to do if your account gets shut down

Section 9: Making the most of your Adwords account

Lecture 34 Finding ideas for new campaigns

Lecture 35 Why you need to be cautious with Google's suggested keywords

Lecture 36 Using Google Trends for campaign ideas

Section 10: Bonus Content

Lecture 37 Landing pages for your ads - best practice

Lecture 38 Adwords Editor

Lecture 39 Using the Maximise Conversions Bid Strategy

Lecture 40 Responsive search ads

Lecture 41 Google's best practice guidelines for Grant Ads

Lecture 42 Google Grant Ads & Covid19

Lecture 43 Image Extensions - new in 2021

Lecture 44 The Audiences feature in Google Grant Ads

Charity staff who want to learn how to use Google Grant Ads effectively for their non-profit or charity,Fundraisers, campaigners and communications teams in non-profits who would like to use Google Ads to promote campaigns, bring in donations and raise awareness,Anyone working in marketing for a non-profit,Charities who have a Google Grant Ad account that is not performing, or is failing to comply with Google's rules - this course will help you to fix your account,Charities who are struggling to find the time to manage their Google Grant Account - this course will show you a time-efficient technique,This course is also suitable for agencies or consultants working with non-profits