4 Tips to use Google Ad Grants to Enhance Your Nonprofit’s Brand Equity
So, you have a nonprofit organization, but you want to take things to the next level through digital marketing. However, you are lacking in experience, resources, and funding. No, I am not a mind reader. I’ve just heard this story many times. To enhance brand equity at this stage, you’ll need to get a Google Ad Grant. I’ll walk you through all that here.
Several Weeks Later…..
Welcome back! Congratulations on getting your grant. Now, it’s time to learn how to use Google Ad Grants to effectively establish your digital presence.
1. Channel Your Energy
Which channels are you using to enhance brand equity? “What even is a channel?” Good question, friend. Here are some examples.
Facebook
Instagram
LinkedIn
YouTube
Tik Tok
Twitter/X
Utilizing these channels is the first step of Google Ad Grant management.
2. Competitors and Keywords
The downfall of Google Ad Grants is that they are not prioritized over paying customers. Sure, they will help people find you, regardless. However, if a competitor is shoveling funds into the same set of keywords, the Google gods will list them first in searches. In this case, you will have to get creative with your keyword research or your ad budget. If you have any outside funding at all, you might want to allocate that toward some paid advertising to counter your competitors.
Since you are working with a limited budget, focus on days that typically coincide with spending on your organization. For instance, if you sell products to raise money for your cause, consider a Black Friday promotion or a Giving Tuesday campaign if you rely on donations.
3. What Channel gets the Most Eyes on you?
Not all brands or platforms are equal. If you post rad skate pics, Instagram is way better than LinkedIn, but if you are an employment agency, LinkedIn is the first place you should set up shop. Find out what channels your audience uses the most and use Google Ad Grant management to get them to flock to your channel, connect with your page, and interact with your posts.
To enhance brand equity through various channels, you’ll have to do the research. Depending on how deep you can dive, it might require tools like Hootsuite or Google Analytics. You could also go through the tedious effort of setting yourself up across all the platforms you want and then extrapolating the data that way. Sounds kind of awful, but whatever sinks your submarine. The third and easiest option would be to contact a firm or agency to handle all that gobbledygook for you. In fact, I think I know a guy.
4. Phasers Set to…Phases
In this digital day and age, you can’t just stick to one channel. I mean, you can if you WANT a smaller market share. Since the goal is to raise all the monies and do all the philanthropies, then you’ll want to think about large campaigns with different phases.
You might go over well on Facebook with all the millennials and gen x folks, but that doesn’t mean you ignore all the gen z kids on Tik Tok, nor do you ignore all the boomers on Pinterest.
*Sorry Pinterest, but my mom just LOVES you.
This sounds stickier than it is, but keep your most impactful accounts active with content, while cultivating an audience on the channels you have less likely used. If you are thinking of how to use Google Ad Grants to enhance brand equity, this point is the meat and potatoes. With $10,000 a month in free ads, you can effectively hit these audiences in phases. Get them to follow you in one place and then give them content to consume. Then get them to follow you in another place. Rinse and repeat.
Be Strategic!
Take the time to map out your phases and set individual goals along the way. Metaverse wasn’t built in a day and Zuckerberg has more money than you. Realize that this grant is only a fraction of the work you need to do to enhance brand equity with Google Ad Grant management and that good research will almost certainly require some failed attempts.
Following these tips and utilizing different channels is how you create an audience and build value for your brand. While no one can guarantee positive results all the time, I CAN guarantee a 100% failure rate for those who don’t have a plan or a willingness to learn about channels, keywords, and hashtags.
If you need help managing your strategy for your Google ad grant, HDIC knows a thing or two about putting it to good use. Book a consultation with us today!