Easy, Effective Google Grant Ads for Non-Profits from Udemy

Google Grant Ads (also known as Adwords) are one of the absolute best digital promotion channels for charities and non-profits - Google provides a Grant of up to US$10,000 per month, which charities can spend on highly targeted digital ads. If a Google Grant Ad account is set up correctly and maintained well, it can drive highly engaged visitors and donors to your charity's site.

However, many charities struggle to use their Google Grant Adwords Accounts correctly, and Google introduced new compliance rules in 2018 which have led to many charities losing their Grants.

Maximise your Google Grant Adwords account, and learn a time-efficient technique for managing them, through this course from Digital Charity Lab.

In this course, you will learn:

How Google Adwords work, and their power as a digital marketing channel
About the Google Grant and how to apply
How to correctly set up your Grant Adwords account
3 key concepts that will help you understand Google Grant Ads
How to research which of your services and campaigns you can usefully promote through Google Ads, and how to prioritise your campaigns
How to write ad copy that makes searchers want to click
About Google's rules for Grant Adwords accounts, and how to stay compliant with them
How to fix a non-compliant account
How to rescue a Google Grant Adwords account that's not performing
Specific skills and techniques that are crafted for non-profits and your particular business goals and challenges

You will get:

Multiple articles and downloadable guides
A checklist and plan of action for keeping your account performing
A checklist for fixing a non-compliant Google Grant account
Templates for brainstorming Ad campaign ideas, and for creating a campaign plan

This course is suitable for:

Anyone working for a charity who'd like to explore the very effective digital marketing channel that is Google Grant Ads
Anyone who needs to set up a new Google Grant Ads account
Anyone needing to fix an existing Google Grant Ads account that isn't performing, or is not complying with Google's rules
Fundraisers, campaigners, communications staff, information officers
People with Google Ads experience who'd like to learn skills specific to non-profits and Google Grant Ads accounts

Testimonial

"The clear and easy to follow advice from Digital Charity Lab enabled me to double our click throughs from Google Grants with just a couple of hours work. If you're not following their advice you're almost certainly not getting the best out of your grant."

- Justin Moran, Age Action

NB: this course does not cover Google Adwords Express - my recommendation is that you do not use it as its functions are too limited. See the section on Adwords Express for more information.

What's inside

Learning objectives

Learn how to run an effective google grant ad account, that will bring relevant, engaged traffic to your website
Master a time-efficient technique, that will enable you to keep your google ads performing with just an hour's work every 2-3 weeks
Understand the particular rules & restrictions on google grant ad accounts, how to keep your account compliant & stop your grant a/c from getting suspended
Be able to undertake keyword research
How to fix a google grant adwords account that isn't performing, or restore an account that's been cancelled

Set up campaigns on google ads that will achieve real revenue for your non-profit
How to set up high click through rate campaigns, so your account performs above google's required minimum of 5% ctr
Know how to use sitelinks and other ad extensions to increase click through and conversions
Understand the power of google ads for non-profit digital marketing

Learn how to run an effective google grant ad account, that will bring relevant, engaged traffic to your website
Master a time-efficient technique, that will enable you to keep your google ads performing with just an hour's work every 2-3 weeks
Understand the particular rules & restrictions on google grant ad accounts, how to keep your account compliant & stop your grant a/c from getting suspended
Be able to undertake keyword research
How to fix a google grant adwords account that isn't performing, or restore an account that's been cancelled
Set up campaigns on google ads that will achieve real revenue for your non-profit
How to set up high click through rate campaigns, so your account performs above google's required minimum of 5% ctr
Know how to use sitelinks and other ad extensions to increase click through and conversions
Understand the power of google ads for non-profit digital marketing

Syllabus

Understand what the Google Grant is and how their non-profit can benefit from it

Introduction

What is a Google Ad?

What is the Google Ad Grant, and why should you use it?

Dos and Don'ts - what to concentrate on, and what to avoid

Credentials! My experience with Adwords. Also: About Digital Charity Lab

Get their Google Grant Ad account set up

How to apply for the Google Grant and set up your Grant Ad account

Adwords Express - should you use it?

Quick tour of the Ads interface

Google's compliance rules for Grant accounts

Connect your Google Ad account to Google Analytics

Click Through Rate & Conversions Explained

Understand the 3 key concepts that ensure strong performance in Google Ads

The 3 key concepts you need to make Google Ads work

Concept 1: Keyword research & how to do it

Concept 2: Use relevant, specific keywords

Concept 3: Use your keywords in your ad copy

How to decide what to advertise on Google Ads, and how to prioritise

Use this template to list the projects and services that you may be able to advertise through your Google Ad Grant, then prioritise based on the goal.

Carry out keyword research and build a keyword plan

Build your keyword list - create plan in Adwords, group around themes

The different types of keywords that you can set up on Google Ad accounts

Negative keywords

Set up a campaign plan and write effective ad copy

Campaigns and ad groups explained

Building a campaign plan

Tips for writing strong ad copy

Print and keep this checklist by your desk - it outlines the steps for creating a campaign from scratch, and you can use it each time you set up a new campaign.

Understand how Ad Extensions work and how to use them on their Google Grant Ad account

Ad Extensions - what they are, and why you should use them

The magic of Sitelinks

How to set up Sitelink Extensions

Other Extension Types

Keep their Grant Ad Account performing well and ensure that it stays compliant with Google's rules

Adwords Dos and Don'ts - Check your knowledge

Care and feeding of your Google Grant Adwords account. This document features a checklist of tasks that you can go through every 2-3 weeks to ensure that your account stays compliant and keeps up a good CTR.

2 page guide explaining what to look for when you log into Google Analytics

Staying compliant with Google's rules for Grant Ad Accounts

How to fix a non-compliant Google Grant Account

What to do if your account is not performing

What to do if your account gets shut down

Get maximum value out of the Google Grant, and maintain a high performance

Finding ideas for new campaigns

Why you need to be cautious with Google's suggested keywords

Using Google Trends for campaign ideas

Bonus Content

Landing pages for your ads - best practice

Adwords Editor

This article covers the Maximise Conversions bid strategy, and how you can set it up for your campaigns

Responsive search ads

Google's best practice guidelines for Grant Ads

The types of Covid19 campaigns that charities can run on their Grant Ads accounts

Image Extensions - new in 2021

The Audiences feature in Google Grant Ads

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores Google's suite of Google Ads tools designed for non-profit organizations and charities, which can significantly help organizations in fundraising, expanding outreach, and attracting supporters

Taught by renowned Digital Charity Lab, a social enterprise specializing in providing digital training and consulting to international non-profits, charities and NGOs

Provides practical guidance on setting up effective Google Ad campaigns that align with the specific goals and challenges of non-profit organizations

Empowers non-profits to maximize their Google Grant Adwords accounts, potentially leading to increased visibility, engagement, and donations

Focuses on developing essential skills in Google Ads management, enabling participants to confidently maintain and optimize their campaigns over time

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Easy, Effective Google Grant Ads for Non-Profits with these activities:

Google AdWords: The Complete Guide

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Gain a comprehensive understanding of Google AdWords by reviewing an expert guide.

View Advanced Google AdWords on Amazon

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Connect with Google Ads Professionals

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Seek guidance and mentorship from experienced Google Ads professionals.

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Identify and reach out to Google Ads experts on LinkedIn or other networking platforms.
Attend industry events or join online communities to connect with professionals.

Keyword Research

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Refresh skills in keyword research to optimize campaigns and increase relevance.

Browse courses on Keyword Research

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Review the principles of keyword research, including relevance, search volume, and competition.
Use keyword research tools to identify relevant keywords for your target audience.
Analyze keyword data to determine which keywords to target in your campaigns.

Five other activities

Expand to see all activities and additional details

Show all eight activities

Ad Copywriting for Google Ads

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Follow tutorials to enhance ad copywriting skills and improve ad performance.

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Watch video tutorials on writing effective ad copy for Google Ads.
Read articles and blog posts on best practices for ad copywriting.
Practice writing ad copy for different products or services.

Attend Google Ads Webinars and Workshops

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Engage with experts and learn about the latest trends and best practices in Google Ads.

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Identify and register for relevant Google Ads webinars and workshops.
Attend the events and actively participate in discussions and Q&A sessions.

Create a Sample Google Ads Campaign

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Develop a hypothetical Google Ads campaign to apply the concepts learned in the course.

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Choose a target audience and define campaign goals.
Conduct keyword research and select relevant keywords.
Write ad copy and create ad groups.
Set a budget and monitor campaign performance.

Google Ads Performance Analysis

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Analyze Google Ads campaign data to identify areas for improvement and optimize performance.

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Extract campaign performance metrics from Google Ads interface.
Calculate key performance indicators (KPIs) such as click-through rate (CTR) and conversion rate.
Identify trends and patterns in campaign data to uncover insights.

Develop a Google Ads Strategy for a Nonprofit

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Apply course concepts to a real-world project by creating a comprehensive Google Ads strategy for a nonprofit organization.

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Research the nonprofit's mission, target audience, and marketing goals.
Conduct keyword research and competitor analysis.
Develop a Google Ads campaign structure and budget.
Write ad copy and create ad groups.
Monitor campaign performance and make adjustments as needed.

Career center

Learners who complete Easy, Effective Google Grant Ads for Non-Profits will develop knowledge and skills that may be useful to these careers:

Marketing Manager

Marketing Managers who oversee Google Ad campaigns should take this course to master a time-efficient technique that will enable them to keep their campaigns performing with minimal effort. The course covers the three key concepts that will ensure strong Google Ads performance and discusses how to carry out keyword research and build a keyword plan. These skills will help Marketing Managers achieve real revenue for their organization.

See salaries and explore the career path for Marketing Manager

Digital Marketing Specialist

Digital Marketing Specialists who manage Google Ad Grant accounts for non-profits should take this course to get a comprehensive understanding of the particular rules and restrictions on these accounts. The course will help them ensure their accounts are compliant and avoid suspension. Additionally, the course can help Digital Marketing Specialists who are new to Google Ads learn the basics of the platform and how to set up effective campaigns.

See salaries and explore the career path for Digital Marketing Specialist

Content Writer

Content Writers who are responsible for creating ad copy for Google Ads campaigns should take this course to learn how to write compelling ads that will attract clicks and conversions. The course covers the importance of using relevant, specific keywords in ad copy and provides practical tips for writing strong ad copy that meets Google's requirements.

See salaries and explore the career path for Content Writer

SEO Specialist

SEO Specialists who want to learn how to use Google Ads to complement their SEO strategies should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to integrate Google Ads with other digital marketing channels.

See salaries and explore the career path for SEO Specialist

Social Media Manager

Social Media Managers who want to learn how to use Google Ads to promote their clients' businesses should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to integrate Google Ads with other social media marketing channels.

See salaries and explore the career path for Social Media Manager

Web Analyst

Web Analysts who want to learn how to track and measure the performance of Google Ad campaigns should take this course. The course covers the basics of Google Analytics, including how to set up tracking codes, create custom reports, and analyze data. Additionally, the course provides tips on how to use Google Analytics to improve the performance of Google Ad campaigns.

See salaries and explore the career path for Web Analyst

Project Manager

Project Managers who are responsible for managing Google Ad campaigns should take this course to get an understanding of the platform and how to set up and manage campaigns effectively. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to track and measure the performance of Google Ad campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Project Manager

Chief Marketing Officer

Chief Marketing Officers who want to learn how to use Google Ads to help their companies achieve their marketing goals should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to use Google Ads to track and measure the performance of marketing campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Chief Marketing Officer

Marketing Director

Marketing Directors who want to learn how to use Google Ads to help their companies achieve their marketing goals should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to use Google Ads to track and measure the performance of marketing campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Marketing Director

Sales Manager

Sales Managers who want to learn how to use Google Ads to help their teams achieve their sales goals should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to use Google Ads to track and measure the performance of marketing campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Sales Manager

Business Analyst

Business Analysts who want to learn how to use Google Ads to help their clients grow their businesses should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to use Google Ads to track and measure the performance of marketing campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Business Analyst

Data Analyst

Data Analysts who want to learn how to use Google Ads to help their clients grow their businesses should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to use Google Ads to track and measure the performance of marketing campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Data Analyst

Consultant

Consultants who want to learn how to use Google Ads to help their clients grow their businesses should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to use Google Ads to track and measure the performance of marketing campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Consultant

Entrepreneur

Entrepreneurs who want to learn how to use Google Ads to market their businesses should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to use Google Ads to track and measure the performance of marketing campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Entrepreneur

Account Manager

Account Managers who want to learn how to use Google Ads to help their clients achieve their marketing goals should take this course. The course covers the basics of Google Ads, including how to set up campaigns, target keywords, and write effective ad copy. Additionally, the course provides tips on how to use Google Ads to track and measure the performance of marketing campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Account Manager