This slidedeck is from a webinar hosted by TechSoup Canada featuring Simon and Lily of ConnectAd. They will help you understand how to register, access & use your Google Ads account to grow your nonprofit’s online presence. They'll show you how Google Ads can help your nonprofit connect to and engage with donors, volunteers, and supporters. You will learn: - How the Google Ads Grant can be useful to nonprofits - How to apply for your Google Ads Grant account - Step by step how to create your first campaign inside your Google Ads Grant account The webinar is for beginners looking to learn how to access & use the main features of Google Ads. To see the webinar recording and other resources please visit http://bit.ly/GoogleAdsWebinar Note that you must be a registered nonprofit in Canada to be eligible for Google Ad Grants. To apply for Google Suite for Nonprofits please visit http://bit.ly/2UGtfbw

1. How to Get & Use
$10,000 per Month
Of FREE Google
Advertising
Presenter: Simon & Lily from ConnectAd
GOOGLE
GRANTS

2. About The Topic Expert
• We are ConnectAd, a Google Grants management firm
• Worked with 300+ nonprofits
• 100% success rate for applications
• Generate $10 million in free marketing every year
• 500 million+ ad views annually
• Google Ad Grants Certified Professionals
L I L Y S H A D D I C K
S I M O N C H O Y

3. What We Will Cover Today
I. Go o gl e Gr a n t s Cr i t e r i a
II. Wh a t Is Go o gl e Gr a n t s?
III. Wh at Is Pay -Pe r -Cl i c k Adve r t i sing?
IV. Pr o b l e m s Go o gl e Gr a n t s Ca n So l ve
V. Go o gl e Gr a n t s Appl ic a t ion Pr o c e ss
VI. Ho w To Cr e a t e Y our Fi r st Go o gl e Ads Ca m pa i gn

4. A. Main Criteria #1
B. Main Criteria #2
C. Main Criteria #3
I. Google Grants Criteria
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

5. I. Google Grants Criteria
A. Grant Criteria #1
 YOU ARE A VALID CHARITY OR NONPROFIT
 Registered with TechSoup Canada as a nonprofit
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

6. I. Google Grants Criteria
B. Grant Criteria #2
 YOUR NONPROFIT HAS A WEBSITE
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

7. I. Google Grants Criteria
C. Grant Criteria #3
 Governmental entities & organizations
 Hospital or medical groups
 Schools, child-care centres, academic institutions, & universities
(philanthropic arms are eligible)
 YOU ARE NOT ONE OF THE FOLLOWING NONPROFITS
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

8. A. What Is Google Grants?
II. What Is Google Grants
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

9. $10,000 per month
In free Google Ads
II. What Is Google Grants?
A. What Is Google Grants
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

10. $10,000 per year
$10,000 one time
II. What Is Google Grants?
A. What Is Google Grants
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

11. $10,000 per month
I n f r e e G o o g l e A d s
II. What Is Google Grants?
A. What Is Google Grants
M O N T H 1
Google
Ads
Credits
Note: If you spend the maximum amount, your ads stop running.
You’re NEVER charged by Google for anything.
M O N T H 2 M O N T H 3 N O E N D D A T E
$120,000 per year
I n f r e e G o o g l e A d s
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

12. A. What Are Pay-Per-Click (PPC) Ads?
B. Do People Actually Click On PPC Ads?
III. What Is Pay-Per-Click Advertising?
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

13. III. What Is Pay-Per-Click Advertising?
A. What Are Pay-Per-Click (PPC) Ads?
PA ID A D S
PAY-PE R -CLI CK A D S
O RGA N IC
LISTIN GS

14. KEYWORD LIST
III. What Is Pay-Per-Click Advertising?
A. What Are Pay-Per-Click (PPC) Ads?
D o n a t e u s e d c l o t h i n g
D o n a t e u s e d g o o d s
D o n a t i o n b o x e s

15. III. What Is Pay-Per-Click Advertising?
A. What Are Pay-Per-Click (PPC) Ads?

16. III. What Is Pay-Per-Click Advertising?
B. Do People Actually Click On PPC Ads?
300 M ILLION+
CLICKS PER DAY
YOUR
NONPROFIT
WEBSITE
SUPPORTERS
DONORS
CUSTOMERS

17. A. Problems Google Grants Can Solve
B. Client Case Study #1
C. Client Case Study #2
D. Client Case Study #3
E. How To Use Google Grants
IV. Problems Google Grants Can Solve
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

18. IV. Problems Google Grants Can Solve
A. Problems Google Grants Can Solve
W h a t P r o b l e m s C a n $ 1 0 , 0 0 0 P e r M o n t h I n F r e e A d v e r t i s i n g S o l v e F o r N o n p r o f i t s ?
WE NEED TO INCREASE AWARENESS promote to people looking for your brand, cause, or content
WE NEED TO IMPROVE EVENT ATTENDANCE promote to people looking for things to do
WE NEED TO SELL MORE OF OUR PRODUCT/SERVICE promote to people looking to buy your product
WE NEED TO GET MORE DONATIONS promote to people looking to donate
WE NEED TO GROW OUR EMAIL LIST promote to people looking for a certain resource
Problem Solution
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

19. IV. Problems Google Grants Can Solve
B. Client Case Study #1 - Awareness
Case
• The Redwood Women’s Shelter
Problem
• Abused women were not aware
about their shelter and the help
they provided
Solution
• Use free advertising to promote
on keywords like:
“women’s shelter”
“shelter for women”
“help from abuse”
Result
• 630% increase in crisis calls
per month

20. STEP 1:
Pick or build a landing
page
IV. Problems Google Grants Can Solve
B. Client Case Study #1 - Awareness

21. IV. Problems Google Grants Can Solve
B. Client Case Study #1 - Awareness
STEP 2:
Find relevant
keywords with
many searches

22. IV. Problems Google Grants Can Solve
B. Client Case Study #1 - Awareness
STEP 3:
Drive those searches
to your landing page
using free Google ads

23. IV. Problems Google Grants Can Solve
B. Client Case Study #1 - Awareness
STEP 3:
Drive those searches
to your landing page
using free Google ads

24. IV. Problems Google Grants Can Solve
B. Client Case Study #1 - Awareness
Case
• The Redwood Women’s Shelter
Problem
• Abused women were not aware
about their shelter and the help
they provided
Solution
• Use free advertising to promote
on keywords like:
“women’s shelter”
“shelter for women”
Result
• 630% increase in crisis calls
per month

25. IV. Problems Google Grants Can Solve
C. Client Case Study #2 – Selling
Case
• SF Playhouse
Problem
• Need to sell more of their show
tickets
Solution
• Use free advertising to promote
on keywords like:
“playhouse theatre”
“broadway musicals”
“stage shows”
Result
• $4,600 in ticket sales per month
directly from free Google ads

26. IV. Problems Google Grants Can Solve
C. Client Case Study #2 – Selling
STEP 1:
Pick or build a landing
page

27. IV. Problems Google Grants Can Solve
C. Client Case Study #2 – Selling
STEP 2:
Find relevant
keywords with
many searches

28. IV. Problems Google Grants Can Solve
C. Client Case Study #2 – Selling
STEP 3:
Drive those searches
to your landing page
using free Google ads

29. IV. Problems Google Grants Can Solve
C. Client Case Study #2 – Selling
STEP 3:
Drive those searches
to your landing page
using free Google ads

30. IV. Problems Google Grants Can Solve
C. Client Case Study #2 – Selling
Case
• SF Playhouse
Problem
• Need to sell more of their show
tickets
Solution
• Use free advertising to promote
on keywords like:
“playhouse theatre”
“broadway musicals”
Result
• $4,600 in ticket sales per month
directly from free Google ads

31. IV. Problems Google Grants Can Solve
D. Client Case Study #3 - Email List Building
Case
• Save The Redwoods
Problem
• Build their email list to increase
their support base for
preserving Redwood forests
Solution
• Use free advertising to promote
on keywords like:
“redwood trees”
“sequoia trees”
“giant sequoias”
Result
• 400 emails per month directly
from free Google ads

32. IV. Problems Google Grants Can Solve
D. Client Case Study #3 - Email List Building
STEP 1:
Pick or build a landing
page

33. IV. Problems Google Grants Can Solve
D. Client Case Study #3 - Email List Building
STEP 2:
Find relevant
keywords with
many searches

34. IV. Problems Google Grants Can Solve
D. Client Case Study #3 - Email List Building
STEP 3:
Drive those searches
to your landing page
using free Google ads

35. IV. Problems Google Grants Can Solve
D. Client Case Study #3 - Email List Building
STEP 3:
Drive those searches
to your landing page
using free Google ads

36. IV. Problems Google Grants Can Solve
D. Client Case Study #3 - Email List Building
Case
• Save The Redwoods
Problem
• Build their email list to increase
their support base for
preserving Redwood forests
Solution
• Use free advertising to promote
on keywords like:
“redwood trees”
“sequoia trees”
Result
• 400 emails per month directly
from free Google ads

37. IV. How To Use Free Advertising
E. Framework For Understanding How To Use Google Grants
STEP 4:
B r i n g t h o s e s e a r c h e s t o y o u r w e b s i t e u s i n g f r e e G o o g l e a d s
STEP 3:
F i n d k e y w o r d s r e l e v a n t t o t h a t p a g e w i t h m a n y s e a r c h e s
STEP 2:
P i c k o r b u i l d a l a n d i n g p a g e t h a t s o l v e s i t
STEP 1:
D e t e r m i n e t h e c h a l l e n g e s y o u r n o n p r o f i t h a s
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

38. A. GETTING GOOGLE GRANTS
V. Google Grants Criteria
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

39. V. Google Grants Criteria
A. Getting Google Grants
Get Your Techsoup Token
Apply for Google For Nonprofits
Create a Google Ads Account
Submit Pre-Qualification Survey
Setup Google Ads Account
Enroll in Google Ad Grants
~14 days
ads.google.com
google.com/nonprofits
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Applying
6. First Campaign

40. Step-By-Step Process
VI. How To Create Your First Google Ads Campaign
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Application
6. First Campaign

41. VI. How To Create Your First Google Ads Campaign
A. Step By Step Process
 Step 1: Strategize
 Step 2: Structure Campaigns
 Step 3: Research Keywords
 Relevant with high search traffic
 Good quality score (optimize for long tail & match type, remove duplicates, use negative keywords)
 Step 4: Organize Into Ad Groups
 Don’t put all keywords into 1 group  1-10 keywords per group
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Application
6. First Campaign

42. VI. How To Succeed With Google Grants
Ad group #1 “donation box”
“donate furniture”
“what to do with used
clothing”
Find Local Donation Boxes
Use Our Free Locator Tool
www.yourwebsite.org
Help save lives just by donating your used goods. Learn how to
donate here.
Ad Group Keyword Ad Text
A. Succeeding With Google Grants
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Application
6. First Campaign

43. VI. How To Succeed With Google Grants
Ad group #1 “donation box”
Find Local Donation Boxes
Use Our Free Locator Tool
www.yourwebsite.org
Help save lives just by donating your used goods. Learn how to
donate here.
Ad group #2 “donate furniture”
Donate Your Used Furniture
Schedule A Free Pick Up
www.yourwebsite.org
Don’t send your furniture to the landfill. We’ll pick up your used furniture for
free. Schedule a time.
Ad group #3
“what to do with used clothing”
Running Out Of Closet Space?
Donate Your Used Clothing To Charity
www.yourwebsite.org
We sell your used clothing to directly fund nonprofit programs.
Find donation options here.
Ad Group Keyword Ad Text
A. Succeeding With Google Grants
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Application
6. First Campaign

44. VI. How To Succeed With Google Grants
 Step 1: Strategize
 Step 2: Structure Campaigns
 Step 3: Research Keywords
 Relevant with high search traffic
 Good quality score (optimize for long tail & match type, remove duplicates, use negative keywords)
 Step 4: Organize Into Ad Groups
 Don’t put all keywords into 1 group  1-10 keywords per group
 Step 5: Write Effective Ad Text
 2-3 variations of relevant ad text per group
 Step 6: Build Landing Pages
 Engage and convert traffic
 Step 7: Monitor Results and Optimize
 Maintain program standards
 Google Analytics conversion tracking
A. Succeeding With Google Grants
1. Grant Criteria
2. About GG
3. About PPC
4. Grant Uses
5. Application
6. First Campaign

45. A Bit About Us
Google Grants Management Service
Team of experts at ConnectAd fully manage the grant on your behalf to get 3x
more impact on average

46. Questions?
Thank You!