The Google Ad Grant provides qualified 501(c)(3) organizations with up to $10,000 per month in in-kind search advertising credit.
However, obtaining the grant is only the first step; maintaining compliance and driving a measurable Return on Investment (ROI) requires a sophisticated understanding of digital marketing strategy, conversion tracking, and Google’s rigorous policy requirements.
In this hands-on, practitioner-led workshop, Chris Trotta (Google Advertising Manager, Didit) will guide participants through the lifecycle of a Google Ad Grant, from the technicalities of the initial application to the strategic execution of search campaigns designed to acquire new donors and volunteers.
Participants are required to bring a laptop for a live, step-by-step setup of the Google for Nonprofits portal and the Google Ads engine.
By the end of this session, participants will be able to:
- Analyze Eligibility & Compliance: Identify the specific 501(c)(3) requirements for the Google Ad Grant and evaluate the ongoing "Account Quality" metrics required to prevent account suspension.
- Implement Technical Infrastructure: Execute the step-by-step process of setting up a Google for Nonprofits account, including the integration of the Google Tag and conversion tracking to measure fundraising outcomes.
- Develop Search Strategies for Donor Acquisition: Construct high-intent keyword lists and "Ad Copy" that align with donor personas and organizational mission to drive high-quality traffic to donation landing pages.
- Measure Fundraising ROI: Utilize Google Ads reporting tools to distinguish between "vanity metrics" (impressions) and "fundraising metrics" (conversions/donations) to prove the grant’s impact on the development budget.
Presenter Bio
Chris Trotta is a Google Advertising Manager at Didit, a full-service marketing firm on Long Island. With extensive experience managing complex ad spends for both corporate and nonprofit clients, Chris specializes in the technical nuances of the Google Ad Grant. He serves as a subject matter expert in navigating the "tech limbo" that often prevents nonprofits from accessing and maintaining their $120,000 annual advertising credit.
PLEASE NOTE: We have applied for 1.5 CFRE Credits
Program will be live and online.