How to use Google Ads to get more donations for your nonprofit – Search Engine Land

Google Ads can be useful for nonprofits, particularly for driving donations.

Many nonprofits limit themselves to a Google Grants account. Usually, they are worried they won’t have the necessary budget.

But that’s a mistake – one that can stop now.

Here are some lessons you can apply to your own nonprofit based on the advertising journey of one of our nonprofit clients.

Why Google Grants alone doesn’t cut it

Like many nonprofits, this client started with a Google Grants account.

If your nonprofit is doing well with a Google Grants account, that’s great.

But you may find that Google Grants will only take you so far.

The program’s restrictions often make it difficult to spend any significant portion of the grant budget.

That was the case for this client. With the Google Grants program alone, they struggled to get a foothold in a market crowded with pharmaceutical advertisers and larger nonprofit organizations.

They needed a different strategy. So they agreed to set up a paid (i.e., “…

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