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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