Google offers eMarketing help to nonprofits through the Google Grants program. The in-kind donation program offers up to $40,000 per month to be spent by registered 501(c)(3)s in Google AdWords.
How Google Grants Works
Through Google AdWords, nonprofits have the opportunity to create text advertisements and link them to cause-relevant keywords. Then whenever potential clients search for that keyword using Google, the nonprofit advertisement may be displayed at the top of the search results. Typically, private companies pay a predetermined cost every time a customer clicks on the advertisement (Pay Per Click or PPC advertisements); however, the Google grant program gives nonprofits a monthly budget to be used to pay this cost.
Since most Internet users rarely look past the first few search results, a PPC campaign like Google AdWords allows nonprofits to achieve first page placement on search results. Ultimately, this will lead to an increase in traffic to the nonprofit’s website.