Hello and welcome
My name is Michael Rasko
And I'm the owner of Rasko Digital Marketing
Today, I'm going to share with you the basics of Google Grants
Google Grants is an incredible offer from Google
Nonprofits who enroll receive $10,000 a month in ad credits
To use on AdWords
This automatically renews every month as long as the program exists and the nonprofit is in good standing
So the sooner you start, the more money you get
Before I begin, I'd like to share a little bit about myself
A little while ago, I was appointed to the board of directors of a nonprofit called Friends of the Multnomah County Library
I soon discovered that we were not enrolled in Google Grants
So I set up our account and got us those ad credits
When I first stared with Friends of the Library
No one knew what I was talking about when I asked them whether we were enrolled in Google Grants
It got me thinking that I know a lot about this product
Because I am certified by Google in AdWords Search
Which is an endorsement that comes directly from Google
And is a way of them saying that the person they are endorsing adequately understands their tools
But not a whole lot of people at nonprofits have that same background
And I should find a way to help them
Which is why I started this business
Before you can understand Google Grants
You have to understand what AdWords is
AdWords and its competitors are often grouped into a category of digital marketing called pay-per-click, or PPC
If I were to buy a full-page ad in a local business journal
I would call the ad rep
Ask for their rate card
Perhaps negotiate a little on price
And then pay them to put my art and copy in their newspaper
If the space costs $1,000
Then I would have to pay $1,000 for that space
This would be whether the audience I am trying to reach likes my advertisement or not
With pay-per-click, you don't pay for space
You literally pay for clicks on your ad
Though some AdWords formats allow you to pay based on a metric other than clicks
Paying for clicks is the most common way to use AdWords
Once you have an AdWords account
The first step is to create a campaign
Which isn't anything that shows to an audience
But is helpful in organizing information and making bulk changes to your advertising
How campaigns are divided is completely up to the user
But they are typically broken down by goal
To use Friends of the Library as an example
I have seven campaigns for each major goal
I want people to volunteer
Donate money
Donate books
Join as a member
Buy our books online
Come to our bookstore that is located in the central library
And come to a book fair that is in an event space
The organization layer underneath a campaign is the ad group
Once again, it's up to the user how this is set up
But it is recommended that an ad group be organized by product
Under the ad group
Are housed the keywords and advertisements
Side-by-side
The keywords are what a user types in a search engine to trigger your advertisement
It's a really bad term for it because often a keyword is a string of several words
Rather than just one
But that's the term that everyone in the industry uses
So that's what I'm going to use here
So if a goal of mine is to advertise to Google users
That they can donate their used books to Friends of the Library
I would choose keywords that someone would type in a search engine
When looking to donate books
An obvious example of a keyword would be donate books
But also variations on that such as
'"Where can I donate books"
"Donate textbooks"
And "donate used books"
You then set up your advertisements
Each advertisement needs to contain a link to your website
This cannot be your Facebook page or someone else's website
Also included are two headlines
Your display URL
And an 80-character description
Do you remember that Friends episode where Joey where Joey is at a silent auction, but he thinks it's a Price is Right style game?
He accidentally bids the highest
And has to buy a boat that he calls the Mr. Beaumont
We all know that that's traditionally how an auction works
You bid on something amongst other bidders
And if you're willing to go the highest in the allotted time
You have to pony up the dough to pay for that item
But AdWords bidding works a little differently
The first way it is different is that when you make a bid for a keyword
You don't know what others have bid
There are tools that allow you to see the average
But you can't see that Company A bid $4 for a click and Company B bid $7
The second way is the price you put down is not what you actually have to pay in most circumstances
Instead it is the maximum amount that you are willing to pay
What you pay for a click will not go over your set maximum
Sometimes you will pay much less than your set maximum
If your competitors are bidding much less than you
This is because Google charges you only what it costs to beat out the competition
And keep in mind that Google Grants recipients are using ad credits for this
You don't have to use real money in your bidding here
There is an idea in search engine marketing called relevance
It means that what is provided by the search engine has to closely match what is being searched for by a user
Even if you pay to show content
Google wants your content to be relevant to the user
Because they know that if a user can't easily find what they are looking for
They're going to start using other search engines
That's why when you search "used cars"
You see advertisements selling used cars and not women's hats
Part of pinning down this relevance is calculating the quality score
A few factors go into this score
But three factors are weighted above the others
Those are the expected click-through-rate
The ad relevance
And the landing page experience
Click-through-rate is a percentage that is calculated by dividing the number of clicks on your ad by the number of times it was shown
If your ad was clicked once and shown a hundred times
Your click-through-rate is 1%
The ad relevance is how closely the text in your ad matches matches the keywords that you are trying to show for
And the landing page experience is how useful the web page is that you are linking to from the ad
When they click on your ad, where do they go?
Does the web page load quickly?
Is the web page easy to navigate?
Does it contain the information that the person clicking the ad is looking for?
What google then does is look mainly at your bidding and your quality score to determine an ad rank
Your ad rank compared to your competitors' determines the position of your advertisement
If it's the best, it will be at the top
If it's the worst, it will be at the bottom
If it is even shown at all
There is also a special rule that Google Grants advertisers cannot be shown above paying advertisers
My mentor, Marty Jones, is CEO of Metro East Community Media
And also my first client
He has a background in the entertainment industry
And one thing he often says to me is
"They call it showbusiness, but they really should call it business show
The business comes first
If you know the business, you get to show"
And pay-per-click is the same way
You might have a great product you are selling or a great service that you provide the community
But if you don't know how PPC works
If you don't do the things I talked about earlier in this presentation, and much more
You don't get to show
But if you or the person you hired does things right
You'll get your advertisement shown like it is here
So you are probably wondering how your nonprofit can use AdWords
AdWords can be used to sell goods
Get volunteers
And deliver on a nonprofits mission
Amongst other things
The most important and also the most overlooked one of these is delivering on the mission
Because it is not typically how AdWords is used at for-profit businesses
For-profits have their goods
They price their goods
They run an ad campaign
And then look at a massive amount of data to make tweaks to improve the return on investment
But nonprofits have goals that go way beyond generating revenue
When I first told my friends about this company as a business idea
Some of them thought that the only thing this service was good for was drumming up donations
And though you should create a donation campaign
And I will do that on your behalf if I am hired
I can tell you right now that it will likely be your worst performing campaign
The reason is that people often don't go online to search how they can get rid of their money
People are willing to donate at fundraisers
But a google search of where to donate is not very common
And when it is searched
There are a bunch of other nonprofits trying to swoop up that user with their ads
It's a high-competition area
But people do search when they need help
Whether it is something like "affordable housing options"
"Meals for the poor"
"Job training"
Or "alternatives to public art education"
People who could benefit from the services of a nonprofit are making searches on Google
Even those without the internet can make Google searches through their public libraries
And you should be there to help them
And really, this isn't all that different than what many nonprofits are already doing
Nonprofits already spend money on outreach
Think about it
You don't just start a nonprofit
Rent an office space
Then go in and sit waiting for someone to walk in, saying
"I don't know what this place is, but I've just been going door to door looking for help with my problems
Did I finally find someone who can help me?"
Of course you don't
You buy a website and pay people to manage that website and put service offerings on that website
You create brochures and flyers
You have your representatives go to events to reach people who you can help
Life is nothing like Field of Dreams
If you build it, he will not come
What I do is the same outreach work that others at your organization are already doing
But by harnessing the power of Google to your advantage
AdWords allows you to connect with people who need help the moment they are looking for help
That is powerful
So when you enter the google Grants program
You will not have the same amount of freedom that paying advertisers have
I already mentioned one limitation
Which is that paid advertisers will rank above you if they are shown
Another limitation is that some advanced features are missing
But everything I showed you in this presentation, and more, is available to you
There is also a bid limitation of two dollars per click
And finally, you need to log in every 30 days and make a change to your account every 90 days
This is another reason it is important to have someone assigned to this
If it falls dormant, you could lose it
If these limitations are too much for you
If you want to use the advanced features
If you want to make bids above two dollars
I recommend you do that in addition to a Google Grants account
You are not supposed to have multiple paid accounts
But you can have both a paid and Grants account
If you already have a Grants account and want to pay them money for more flexibility
Google will take your money for that service
Just because you're a nonprofit doesn't mean your money is no good to them
So I recommend you take what's free first
If AdWords is so great, why is Google giving it away?
The obvious answer is that it's a kind thing to do
A less obvious answer is that this is a very quantifiable gift in-kind used for a tax deduction
Every click is measured in a dollar amount
And a document of that total dollar amount is emailed to the advertiser every month
If the space for an ad didn't go to a Grants recipient
It would have gone to some website that is not participating in the program at all for that keyword
It is far better for Google to get a tax deduction than nothing
This is a great deal for Google
And you should take advantage of their eagerness to get a tax deduction
At least 20,000 other nonprofits are already doing so
I plan to create another video for client results
But thought I'd share with you a really quick sneak peak
Take a look at what the grants program did for my client, Wallow Foundation
They were getting about 50 hits to their website a week
I set up their account in mid-august
And it immediately jumpted to 500 hits a week
An increase of 900%
You're nearly to the end of this, and I hope you're excited to get started
If you'd like help, please give me a call
I'd be happy to help
When you call, tell me the promo code "YouTube Video"
And I will reduce your monthly fee by $100 a month for your first year in the program
I've got a lot of other promo codes floating around, so there is a limit of one promo code per client
This is breaking a salesman commandment
But I'm also going to tell you my pricing structure before I know your interest level
Because I need to give this discount some context
I charge $500 a month to manage an account
But I offer even more discounts that are shown here
So if you have a promo code
You are in the Nonprofit Association of Oregon
And have revenue less than a million a year
You're paying $100 a month
That's 20 cents on the dollar
If paying this amount monthly still doesn't suit you
I am also open to alternative fee arrangements
I encourage you to give me a call to discuss
You can reach me at (503) 558-6500
Or message me through my website
Thanks for watching and good luck with Google Grants
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