During the Giving Season (the months between October and December), most nonprofit organizations receive a sizable amount of donations—sometimes as much as half of their yearly donations. As the holiday season can also be a busy time that requires more volunteers than other points throughout the year, getting the word out to those who might be interested in a particular cause can be very important.
That’s where Google Ad Grants comes in. Dubbed the AdWords for nonprofits, Ad Grants allows eligible nonprofits to use $10,000 worth of advertising credit every month for free. Keyword-targeted, text-only ads can let people know about the work a foundation does, services that are provided, or volunteer work needed. Here are four types of ads nonprofits can create and tips to increase engagement.
Awareness
Like small businesses and big companies, nonprofits need to bring awareness not only to the cause they represent, but also make the public aware of their specific organization.
Keywords will be associated with each ad campaign created, so it’s important for an organization to hone in on the most relevant to their audience. For ads whose goal is to build awareness of the organization or cause, testing out tight copy is very important. Try writing several different direct and to-the-point copy to entice people to click on the ad.
Services
Nonprofits exist to serve those in need. Many nonprofits provide services to help increase the quality of life for those in need, such as job assistance or after-school programs. To get the word out about these types of particular services, an ad centered around common keywords can help lead those in need directly to where they can get help.
Directing traffic to a targeted landing page once they’ve clicked the ad can cause a dramatic increase in conversion buy diazepam germany rates. One organization saw a rise in ad conversion rates simply by having traffic go to a specific and relevant landing page instead of their homepage.
Donations
There are many other ways nonprofit organizations can talk to their audience about donating, including email or video campaigns. Text ads focused on donations can helpful when targeting keywords directly related to the organization, knowing that people who search for an organization’s name more than likely already know about the organization.
Using valuable statistics and past successes on the target donation page can engage the potential donors more than just asking for a donation. Statistics help visitors understand what the organization has and wants to accomplish and past successes show how past donations have been used to make a difference. And no matter what, the donation page has to be responsive.
Volunteers
Ads focusing on bringing in new volunteers should also focus on organization-focused keywords.
When potential volunteers reach the specific landing page, they shouldn’t be confronted with a slew of form fields to fill out. Even if an organization has an extensive volunteer application process, the first page a new visitor sees should be simple and unintimitating. A form with name, email address, and phone number should suffice to get a new volunteer started in a contact database and provide enough information for a volunteer coordinator to follow up within one to two days.
As the budget for the year dwindles as the year comes to a close, nonprofits can invigorate their marketing and advertising budgets using Google Ad Grants. $10,000 a month in advertising can make a huge difference in awareness, application for services, donations, and new volunteers.
Does your nonprofit organization need help with using Google Ad Grants? Contact us today to talk through keywords, setting up the campaign, building landing pages, and creating forms.