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.
Originally posted on Scott McAndrew’s online marketing blog.
