Ep 259 | Setting Up Your Website to Maximize the Google Ad Grant

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In today's episode, we're unlocking the potential of Google Ad Grants for nonprofits. If you've ever wondered how a $10,000 monthly ad spend could boost your organization's online presence, this is the episode for you. We'll guide you through setting up your website to maximize the benefits of Google Ads and share tips on converting visitors into supporters. Plus, don't miss out on our freebie to optimize your donation page!

What you'll learn:

→ The basics of Google Ad Grants and how they can benefit your nonprofit.
→ Best practices for setting up your website to utilize Google Ads effectively.
→ Strategies for creating content that aligns with your audience's search terms.
→ Tips for using Google's Keyword Planner and other tools to find the right keywords.
→ How to craft a user journey that leads to conversions

Want to skip ahead? Here are key takeaways:

[0:00] What is the Google Ad Grant? It is a $10,000 monthly ad spend for qualifying nonprofit organizations. This allows you to have ads at the top of search in Google.
[3:33] Start with your goals first. You'll want to create your ads around the ultimate goals for your organization. This helps you understand what pages of your website need to be updated or created to support ads.
[5:49 ] Generate keywords that people are using for content you're creating. Tools like Google Keyword Planner and even the Google or YouTube search bar can help you understand the terms people are serching for that are relevant to your goals. It will also give you the language that people are using versus your jargon.

Resources

Google Keyword Planner
SEMRush
EP 41 | Grow your Email List with Quizzes
EP 211 | 5 Email Automations To Help you Raise More Money
EP 214 | Strategies for Growing Your Email List

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Full Transcript

Sami Bedell-Mulhern
Google Ad grant allows organizations likely yours, a $10,000 ad spend every single month. And this is an incredible opportunity for you to be able to run ads on Google free of charge. Now, you might need to hire a company to help you put them together or spend some time and effort to do them yourself. But it's a great opportunity out there, to have more brand awareness to reach new people and kind of grow traffic to your website in a way that allows them to connect with you and convert. So today's episode is all about how to set up your website to take advantage of the Google Ad grant in the best way possible. Now, there's best practices for how people are going to click through what they're going to see where they're going to go. And so that's what we're going to talk about here. I hope to have a bonus episode coming to you in a few short weeks, that talks a little bit more about the meat potatoes of a Google Ad grant and how to set them up. But for today, we're really focusing on your website, and how to make sure it's optimized and ready to go so that when you do turn those Google ads on, you see great success, great traffic, and most importantly, great conversions. So that is what we are talking about today. In this short episode.

Before we get to it, it is brought to you by our main freebie, if you want to make the most of your donation page on your website, then you definitely want to grab our downloadable, that is your donation page checklist, the things that you want to review, consider revise, add, delete, whatever, to make sure that your donation page makes it easy for people to give you money donate, and not have any questions about the impact and where the dollars are going to go. So head on over to thefirstclick.net/resources to download this freebie. And don't forget, we have new freebies every single month. So keep checking back so that you can see all of the incredible resources that we have available for you to take advantage of in your digital marketing and online fundraising needs. Again, one less time, that URL is the firstclick.net/resources Let's get into the episode.

Intro
You're listening to the digital marketing therapy podcast. I'm your host, Sami Bedell-Mulhern. Each month we dive deep into a digital marketing or fundraising strategy that you can implement in your organization. Each week, you'll hear from guest experts, nonprofits, and myself on best practices, tips and resources to help you raise more money online and reach your organizational goals.

Sami Bedell-Mulhern
So Google ads are a great way to get in front of people that are searching for the things that you do, right, you use Google search all the time. And the Google Ad grant allows you to be a part of all of the places the top the bottom side, all the new things that Google comes out with in ways to show sponsored hosts sponsored ads. And so we definitely want to make sure we're taking advantage of this. And with Google giving nonprofit organizations $10,000 each month to run these ads, it's a great opportunity for you to get out there and for people locally, nationally, globally, depending on your organization to really understand who you are, and why you are the people that they need to go to, to help solve this problem, whether that's in need of services, or to donate, right, attend your events, what happy. But there's a few things that we want to talk about on your website before you even start running a Google ad. And that is to make sure that you have the right elements in place to be able to get these ads up and rolling.

So first thing we really want to think about is what are the goals? We always go back to our goals? What are we trying to achieve short term and long term? What are some of the Evergreen things meaning they'll kind of go on and on and on nothing really changes versus short term things that might be events like a 5k, or pet adoption event, anything like that, right? So we want to put down all of our roles and what we're thinking that we might want to drive traffic to what's going to make the biggest impact for our organization. And we want to think about it from the standpoint of the journey. This is something that's not new to the podcast, right? Taking customers on a journey. Now when people are typing in something to search, they're likely not going to land on you and donate right away. So we want to think more about how can we get them to understanding more about the work that you do, the impact that you provide, and who exactly it is that you search. For example, unless you know exactly what camera you want to order to start doing videos, you might instead search for something that's like what cameras best for a Mac computer or what cameras best for a room with low lighting. There might be questions like that right that you want answers to. So think about that same thing with regards to the way that you set up your website for content. What are the search terms that people are likely using to get to your organization that you can answer or provide value for, so that you can convert them into whatever it is your goals are joining your email list signing up for an event, utilizing the products and services, donating inkind, whatever it might be, let's say you're a food bank, or you're a retail or a thrift thrift store, right? What are the types of things people might be searching for? They might be searching for? Where can I donate my old computer? Where can I donate my kids old, no boots, things like that. And so if you can kind of figure out those keywords and those that content that people are looking for, then you can start to build content around them.

And so there's a couple of different ways that you can generate kind of these keywords, and then we're gonna get into the website here in a second. Google's keyword planner is a great way to do it, you're gonna need to set that up anyway, when you're getting ready to set up your Google ads, it's a free tool, it's an awesome opportunity for you to start to do your research there. You can go off conversations that you're having with people generally, as you're out and about, what are the common things that people are saying. And remember, the key thing here is not using the jargon of what you use it, how you talk about what it is that you do and who you serve. It's about using the terms that people are going to be using when they're searching. So just keep that in mind as you start to put all this together. Another great tool is going to YouTube or just Google search and typing in maybe one or two words of something you think people are searching for, it will start to auto populate results of what people are looking for, or what people are searching, but they think that you might be interested in. So those are great places to start. And then as you if you want to get a little bit more sophisticated, there's of course, SEO tools like SEMrush, which we love, and other things like that, they often come with a fee. So just keep that in mind. But as you're just getting started the keyword planner, good old Google search and YouTube search and conversations that you have with people on a regular basis are a great place to start.

And then once you kind of identify what some of those top keywords are, you want to align them with the goals. And then that's where you start to kind of identify the pages on your website that you want to be driving traffic to and ensuring that they're in alignment with kind of the journey that we're taking our donors on, or our customers or whatever the goal is. So what that might look like is a blog post, right, that has the answer to the solution. So if the question is, can I recycle the clamshell thingies, right, that we get at the grocery store. So you might have a whole blog post that is things that can be recycled, you might have another blog post that things that can't be recycled, right? And the ads could potentially run to both of those blog posts based off of that keyword and that search term. So we want to just be thoughtful of what content are we creating? Then for the brand awareness side of things? You know, it's really just mission driven? Do we have the pages that are talking about the things right? Where can I go? If I don't have any food to feed my kids tonight? Is there a food bank nearby, things like that, that you know, okay, these would be great keywords to create an ad around to send people to this particular page, because you'll be able to tell the Google Ad Grant, here is the key word we're focusing on. Here's the URL that it's going to here's a little bit of a snippet of the language.

Now the key thing here is we want to make sure that is very genuine and authentic, we want to make sure that the content that we're sending people to is in alignment with what we're saying that ad is about. So be very thoughtful of the way that you're crafting the language on those pages, the content that's on that page. And that adds up to what you're sending people to so they end up where they think they're going, then to help you with your overall quality and authenticity and greet traffic time on site. People moving through. Okay, so now that we kind of know the pages and the things that we're trying to direct people to, we want to make sure we're continuing to take them on the journey. So what's the next step that we need them to take? It's likely not going to be your donate page, even though that would be great if we could instead great options here are ticket sales if it's an event that makes sense, right? Maybe your keyword is what Ron walks are happening in my area. Right? That could be a good one for you. And that would likely go to a registration page that makes sense on your blog posts and things it could be it could be a lead magnet opt in right join our email newsletter download this freebie, dive deeper. even deeper into this topic that we have already shared with you that you've been searching for more information, yada, yada, yada, now you have an opportunity to nurture them through your email marketing, and scuze. Me. Goodness, I will link up some of the email marketing podcast episodes that we have around lead magnets and things of that nature. So that you can kind of figure out what that pull process looks like. But let's pay attention to where we're setting them. So sending them to get on our email list. If it is an in person event that is a value add type of thing where people are going to learn from you and you're going to serve the community, maybe it's a get on the waitlist, so that we can follow up with you and the event is happening, right. So let's really be thoughtful about once people get to that page, they've clicked on the turn of the page from Google, they're now on your website, we want to make sure that we're having the ability to capture something from them so that we can follow up with them in the future. Okay. So that's what we want to think about when we're building out our landing pages. And we're building out our keywords.

And when you start with Google ads, you're gonna build out quite a few ads all at once likely things that are your company name, or your organization name, things that are kind of like the generic search terms that people might be looking for based off of the work that you do. And then you'll continue to refine as you go. So you don't need to build out a whole ton of content. But I would definitely recommend you have a handful of really great strong brand awareness blog posts that talk about the problem you solve, that you make sure that your services page and your about us page are spot on and have all the relevant mission values, services that you are currently doing that are the biggest priorities. And that you continue to make sure that you have some time on your schedule to update, review, and maybe change some of the content based off of the feedback that you're getting from the terms and the language that people are using. The biggest hiccup here is using terms that are not the terms that your audience uses. So that's the thing I really want to drive home, is make sure you're using the language that your audience uses. We always say that about your website in general. But I think it's even more important because we're we're searching in Google in the words that we use. So if you aren't taking advantage of the Google Ad grant yet, I highly recommend that you do we did another episode with my friends at nonprofit megaphone about the Google Ad Grants more specific. So I'll also link that up in the show notes here. But now's a great time to take a look at your website and see how you might be able to optimize it. For now. Thank you so much for listening and hanging out with us all month as we've talked about websites. And we're onto a new topic next month. And I'm very excited about that one as well. As always, I'm always excited about the podcast episode, so make sure you are subscribed so that you get notified every time we drop a new episode every week. And thank you so much for taking time to listen to these episodes. And I will see you in the next one. Oh, wait, hold on. I forgot a really critical piece of information to grab all of the resources and things that I shared here. Head on over to the first click.net/259 will have everything linked up there. I'm so sorry. I forgot that. And now for real. I'll see you in the next one.

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