501(c)(3): Advertise on Google for free

I’ve been working with a couple of 501(c)(3) non-profits in the past few weeks and found myself contemplating how to help them with their search engine marketing.

I immediately cut out pay-per-click as an option as hard costs aren’t something I can defer for them.  But, pay-per-click kept creeping back up as an attractive solution.  Between the two charities I had needs that PPC is uniquely qualified to fill:

• Seasonal/annual promotional needs
  For infrequent or season needs PPC provides an attractive alternative to SEO.
• Immediate presence needs
  One thing you can’t do with SEO is get immediate placement.  PPC?  Absolutely.
• Competitive term evaluation
  PPC is great for evaluating the effectiveness of highly competive keywords prior to adding them to an organic SEO program

Well, after a few Google searches I was pleased to find that while I couldn’t defer the cost of PPC advertising, Google might.

If you’re a 501(c)(3) status non-profit Google might be willing to help you with your marketing efforts.  How?  With a Google Grant for AdWords advertising. Google says that the average organization receives just over $300/month of benefit.  Actual grant amounts appear to be higher; I’m assuming relevance, cost-per-click and regional issues keep the cost far below upper thresholds for most recipients.

Interested?  Here’s a few links to get you started:

• New to Google AdWords?
  If you aren’t familiar with Google AdWords ads, learn more about them on Google’s AdWords homepage.  There’s also a brief overview on the Google Grants homepage.
• Google AdWords Grants Information
  There’s a great overview of what’s available on the Google Grants homepage.  If you have questions or want to learn more, check out the Google Grants Blog or Google Grants Help.
• Apply
  The application form couldn’t be more straightforward!

I’ll be applying for Google Grants for AdWords for two non-profits early in the new year.  If you’ve applied please do share your (positive or negative) experiences.  I’ll be sure to report back on ours.

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Tagged as: 501(c)(3), AdWords, Google Grants, Non-profit Online Marketing, Philanthropy, Search Engine Marketing