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Google Grants: Driving Relevant New Traffic for Free |
I'm often amazed how many non-profits either don't know about, or haven't spent the time applying for, a Google Grant.
Simply put, your organization is eligible for $10,000 a month in free Google Adwords spend if you:
- Are a 501(c)(3)
- Have a website
- Do not have a religious or political focus
Let's look at that $10,000 in practical traffic terms. Given a competitive space and the maximum $1 bid, this works out to a minimum of 10,000 new, targeted visitors per month. Say your space is bit less competitive, and you can bring your bids down to $.50, that's 20,000 new faces arriving at your website each month. Start focusing on making your site relevant to the broader and negative search terms, and further down come your bids. That $10,000 a month starts to stretch into the 1,000 visitors-a-day neighborhood.
Now, none of this is rocket science, but many non-profits never get the ball rolling on this great SEM opportunity. Either they feel that they don't have enough AdWord expertise in-house, or they simply don't know that the program exists. Well, at the risk of sounding like the nice man below, THIS IS FREE MONEY to build your website traffic.
So go and get your Google Grant application in today, and help thousands of future constituents and donors find your site.
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Baptcare, a large Australian nonprofit, was recently awarded a Google Grant. Within two weeks, traffic to the website doubled and it's still rising. A volunteer from Google helped to optimise the account for us but now we manage it pretty well ourselves. We get an average click-through-rate of about 2.2% which isn't bad, but for specific ads e.g. our fostering programme, we can reach 8%. See my blog for some thoughts on how Baptcare used its Google Grant. There has been some good discussion of Google Grants on the TechSoup website recently.