Digital Advertising:
Be seen, get connected, maximize results
Once you’ve clarified your business goals and explored low-cost communication strategies, it’s time to consider how paid advertising can amplify your results. But first—let’s start with what you can achieve for free!
Google Ads Grant
For many nonprofits, the Google Ads grant is a great way to
start. If your nonprofit has not signed up for Google Ads grant, you are missing out on up to $300 worth of digital advertising per day. There are some limitations to navigate when establishing an account and maintaining results. Here is what you need to know about managing the free Google Ads Account:
1. Google accounts require ads to maintain a 5% click-through rate. This means that 1 in every 20 times the ad is shown, a person must click on the ad. Otherwise, Google will stop showing the ads, and this will end the free nonprofit Google Ad account. Success is based on quality content: keywords chosen, the words used in the ad itself, and the linking website. Writing compelling ad content and linking to a website landing page that compliments the ad is essential.
2. When placing Google ads, the bidding is based on keywords, which are the words that your audience searches for ads to appear on Google. The free ad grant does not allow generic or one-word keywords or keyphrases. For example, “free food near me” is a better keyphrase than “free food.” Checking your quality score and using keyword research tools can help you choose descriptive phrases and words that are different from your competitors, making your ads more meaningful to your customers.
3. Google search ads are bought in an automated auction. Each time you see an ad on Google, you are looking at an advertiser who won the highest bid for the placement of the ad. For the free non-profit account, Google places a limitation of $2 per click. Depending on the competition, this could be a lot or not enough to run the ads. One strategy to win is to identify high-volume, low-cost keywords to use when placing ads.
I can help you set up and manage the Google ads account to:
• Review the competitive bidding strategies
• Improve ad quality
• Maintain your Google Ads account
Paid Social Media
Facebook / Instagram
Have you ever “boosted” a Facebook post? Many tools that maximize engagement on Facebook and Instagram are not available when “boosting” ads and are only available inside the Meta Business side of Facebook. This includes carousel ads, form lead ads, and custom audiences. We can review the insights data from the boosted ads, look at ways to grow your success.
YouTube
If you want to reach audiences of all ages, YouTube is a good choice as a popular platform. Video content can now be created inside the Google Ads account using your photos and graphics. Content can be delivered in various ways, from 30-second ads to short, non-skippable videos, so viewers watch your ad all the way through.
TikTok
Alongside YouTube, TikTok is one of the most powerful platforms for connecting with Gen Z and Gen Alpha. As more people turn to TikTok for news and entertainment, your brand needs to show up where your audience spends their time—building trust, visibility, and long-term engagement. To be successful, video creative needs to stand out in a crowded environment, and TikTok advertising guidelines must be followed closely.
Summary: Get the maximum value for your limited resources to spread the word on your programs. Reach new audiences with a data-driven approach.
Is your advertising based on a strong brand? Learn the steps to establishing a brand builds a foundation of trust for your audience.