Nonprofit Digital Advertising

At Harvest, we compare digital marketing to the cultivation of a field. Digital advertising is like irrigation and fertilization, which supports the SEO strategy and brings growth more quickly.

Effective digital advertising is essential for nonprofits aiming to increase visibility, attract donors, and drive meaningful engagement. Among the most powerful tools available is Google Ad Grants, which offers qualifying 501(c)(3) nonprofits up to $10,000 per month in search advertising. This resource can help your organization connect with people actively searching for services, opportunities, or causes related to your mission.

Start with the Foundation: SEO Before Ads

Before diving into Google Ad Grants, consider investing in search engine optimization (SEO) to ensure your website is well-positioned for organic searches. Optimized content improves your site’s relevance for both organic traffic and paid ads. Strong SEO boosts your return on investment (ROI) by ensuring ad traffic lands on pages designed to engage and convert visitors. Explore Nonprofit SEO to understand how people search for your organization, and consider investing in an SEO Keyword Analysis Report to identify opportunities for both organic SEO and Google Ads campaigns.

Nonprofit Search Advertising (Google Ad Grants)

Google Ad Grants can be transformative, but there are important guidelines and strategies to follow for success:

1. Geographic and Content Relevance

• Advertise only in regions where your nonprofit operates.

• Direct ad clicks to high-quality content on your website that is relevant for what people are searching for.

• Ensure your ads and landing pages align with Google’s content policies, avoiding discriminatory or irrelevant messaging.

2. Engagement is Key

• Ads must be highly relevant to the keywords targeted, so at least 5% of those who see your ads must click on them.

• Track interaction for donation forms, volunteer signups, event registrations, and anything else you want people to do. These conversions signal to Google that your content meets searchers' needs.

3. Target Relevant Keywords

• Focus on keywords directly tied to your nonprofit's mission and activities.

• Avoid overly generic terms and single-word keywords like “loans” or highly competitive ones that exceed the program’s $2 per-click bid cap.

4. Competition

Ad Grant campaigns perform best on low-competition keywords. For example:

• Keywords like "volunteer opportunities in Boise" or "free tutoring in Tulsa" may succeed.

• Organizations paying for ad placement for keywords like “best environmental nonprofits to donate to” will almost always appear above Ad Grant ads.