A new website is on most nonprofit wish lists. However, it is possible (if not probable) that there is no time and no money to update your website much less go for a full overhaul so it remains towards the bottom of that list. However, if you want to use the Google Ad Grant successfully, you should consider taking another look.
What you need to succeed with the Google Ad Grant no matter your size, budget, or mission can pretty much be summed up as searchable, promotable content organized in a high quality, easy to navigate platform including clear, simple calls-to-action (CTAs).
Before we break this down, I want to explain the value of broad, searchable content and why it’s essential to your success with the Google Grant. Afterall, you may not even necessarily feel it’s paramount to educate people around your mission. You simply need donors so you can do the work you need to do so why spend time creating broad content? Here’s the rub. People don’t usually google “donate my money” and even if they did, would your ad show? Probably not. However, they may be very interested in your mission but they don’t know anything about you and your specific take on that mission. When you provide broad content, you’ll draw more of your demographic than if you are trying to procure more donations. It’s logical that the more people who are interested in your cause and can make their way to your website through your broad content, the more likely you’ll see a possible revenue stream coming from these collective visits. So, if you can see my point and agree adding more searchable content to your website could be helpful, read on!
What is promotable content?
What about calls-to-action or CTAs?
Are your landing pages confusing, include many different topics, and have a font so small I need to zoom in just to read it? Obviously, you need the opposite. Landing page content devoted to one topic or service, easy to read, and organized in such a way that the CTA makes sense and is easy to fulfil.
What about the quality of your website? I’ve listed this as number two on purpose because the actual content itself is paramount. I’ve seen older websites that are not very attractive but include great content do quite well with the Google Ad Grant. However, updating the look and feel of your website could also add to the success by upping your quality score and just making Google happy and a happy algorithm will show the ads more.
In conclusion, I know that sometimes your website can be a bit of an afterthought. You need boots on the ground serving your demographic, not a slick, expensive website, which may literally be taking budget from the food and supplies you may need to keep people alive and well in your community. How do you justify spending this money on marketing with an updated website and even hiring a Google Grant Manager like Nonprofit Sherpa?
It’s not an easy answer. But the old adage, “you need to spend money to make money” totally takes on new meaning when it comes to nonprofits and marketing. “If you build it, they will come” is another way to look at it. (Okay, I’m an Iowa girl so that one has even more meaning and totally shows my age!) But it’s true. If you build a beautiful website that tells your story in an amazing way, encourages engagement with simple but clear calls to action, and includes content that is being searched for right now, then your chances of success will rise exponentially. If you build it, they WILL come!
I would be happy to take a close look at your website and provide some free advice on whether or not the shape it’s in today would work well with the Google Grant Ads. Or, if updating your website is beyond you and you need some resources to help, Nonprofit Sherpa works with several partners who can provide web development specifically for nonprofits. They know what you need to use this program well and have reasonable pricing. Let me know if you would like a referral and I’ll be happy to share! You can contact me at kathi@nonprofitsherpa.org.
If you would like to book a call with me to chat about the Google Ad Grant and our packages for management, I would love to meet you. You can click on the green “Request Button” in it’s easy-to-see form in the header of this page or click here to find a day and time that works for you!
~Kathi Gross, Founder/CSO, Nonprofit Sherpa