Non-Profits: Google Wants to GIVE You Advertising Dollars!

By Avelyn Austin | Feb 11, 2009
More Articles by Avelyn


It’s true!  Google has given over 4,000 non-profit organizations Google Grants to allow them to spread their message across the web.  Just fill out an application, send it to Google, and the money is yours!  It seems easy, right?  Well for those of us in the Pay Per Click (PPC) management industry it is that easy.  However, for the average non-profit staff member, I imagine that PPC marketing is probably like a foreign language and that’s OK.

Google Grants are terrific and can range from $10,000 per month all the way up to $40,000 per month.  For all that free advertising, Google understandably has a few guidelines.  One of the most obvious requirements is that your non-profit have a dedicate individual to actively manage the Google Grant which may mean:

  1. Hiring another staff member $$
  2. Spending man hours to train them or spending money to send them to outside training $$
  3. Buying the resources he/she needs to manage the Google Grant $$
  4. Being available to speak with Google representatives, etc.

And that’s just one of the guidelines, it’s obvious how the time and money spent on a Google Grant may quickly fall below the actual worth of the grant itself.

The most efficient way to make a Google Grant work for your non-profit, with little to no effort, is probably to hire an outside search marketing agency to manage the Google Grant.  Not only will the agency have the resources, they’ll have the experience and expertise to manage the Google Grant to give you the greatest reach possible.  Above all, they may even cost less making the Google Grant work for you not against you.

If you’ve looked at Google Grants in the past and thought of them as too much work, perhaps it’s time to revisit them from a new point of view.

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