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The voice of Scotland’s vibrant voluntary sector

Published by Scottish Council for Voluntary Organisations

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Getting the most out Google Grants

This opinion piece is almost 8 years old
 

Barry Fearn explains what charities can achieve from a $10,000 Google grant

In today’s ever changing advertising world there are numerous challenges and obstacles that need to be overcome in order for non-profits to reach the most relevant audience. With primary focus areas varying by charity sector, service and objective type it can be a very daunting experience for the marketing lead when outlining that all important annual marketing plan.

Beyond the traditional advertising mediums which have historically consumed large percentages of marketing budgets, sometimes rightly, but often lesser so, in 2015 there are a multitude of digital marketing channels which add greater complications in terms of understanding than traditional media, but far greater opportunity in terms of measurement.

Most charities and voluntary organisations will be aware of the importance of a strong fully functional website that performs the key functions required for a successful non-profit to survive and achieve its goals. Key areas such as fundraising, donations and events will all combine to form the main objective for the marketing strategy but one often overlooked area when discussing digital is online visibility.

Barry Fearn
Barry Fearn

Online visibility relates to how easy it is for potential customers to find the non-profits website online when searching. One of the biggest developments in recent years has been the introduction of the Google Grants Programme. This programme was rolled out by Google to non-profits, offering $10,000 per month of free pay-per-click advertising to non-profit and charitable organisations. This grant, at a current value of up to £75,000 per year, has provided essential funding to the non-profit sector throughout the UK allowing charities, the ability to compete online for space on the Google search engine results page, often for the first time. Driving increased volumes of traffic to their websites has allowed for far superior results to be achieved, allowing charities to support their target market more effectively.

Managing a pay-per-click or paid search account and maximising the full potential of the grant requires ongoing and careful account management. There are multiple rules and guidelines set by Google to ensure that all non-profits have a fair and equal opportunity to acquire search traffic. The most successful non-profits utilise specialist digital marketing consultants in order to ensure the free advertising spend is best utilised.

At Digital Navigator we have been able to secure the Google Grant for a number of clients in the charity sector within the last 12 months. For various clients, this has proven an unprecedented success in delivering targeted, relevant traffic to their websites, whether their objectives are increasing general awareness of their charity, promoting new services or reaching a wider audience to support donation campaigns.

Google Grants will be able to improve your non-profit's visibility and help with exceeding goals and targets.

Barry Fearn runs Digital Navigator Follow @DigNavigatoron Twitter

 

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