In today's digital world, many charities are seeking innovative ways to leverage their online presence for both fundraising and awareness.
In a recent episode of Between me&you," we had the pleasure of speaking with Ollie Farrer, joint founder of Farrer, an agency specialising in digital advertising for charities. Ollie shares invaluable insights into the Google Ad Grant programme and how charities can effectively utilise this resource for impactful digital strategies.
Google Ad Grants offer up to $10,000 or £7,000 per month in Google Ads credits for eligible charities. While this may seem like a financial boon, Ollie cautions that the grant is not a 'silver bullet' for fundraising. His agency, Farrer, has found innovative ways to help charities maximise their use of this digital advertising budget beyond traditional fundraising measures.
Changing Perspectives
Many charities initially perceive Google Ad Grants as a direct path to increased donations. However, the reality is that these ads often don't convert directly into donations. Ollie encourages charities to view the grant as a tool for experimentation and learning. This involves testing different keywords and understanding the audience's true interests in engaging with the charity.
The Importance of Content
A well-structured website is critical for leveraging Google Ad Grants effectively. According to Ollie, the content on your site must align with what audiences are actively searching for on Google. The more relevant your content, the better your ads will perform. Farrer often works with charities to ensure their websites are equipped to capitalize on this potential through SEO-friendly content.
Maximising Google Ad Grants: The 5-step Process
1. Website foundation: Ensures the charity's website has the appropriate content to trigger relevant ads. Lack of content can hinder ad visibility.
2. Account structure: Mirroring the website in Google Ads account helps maintain consistency and easily adapt to site changes.
3. Crafting effective ads: Ollie argues for creativity in ads, urging charities to capture attention and drive clicks through engaging messaging.
4. Automated bidding strategies: Using Google's AI-powered strategies like 'maximise conversions' helps charities optimise ad spending for better results.
5. Data reporting and analysis: Ollie emphasises the importance of measuring performance and understanding data to inform future decision-making.
Common Misconceptions
One of the most significant misconceptions is that Google Ad Grants can immediately solve fundraising challenges. While the grants are a fantastic opportunity for awareness, they often require a longer-term strategic approach to deliver significant results.
Ollie illustrated how some charities have moved from minimal online engagement to effectively utilising digital channels for broader impact. It’s essential to have realistic expectations and to view digital strategies as evolving components of a broader marketing effort.
The Big Picture
Farrer's approach to optimising Google Ad Grants provides a comprehensive framework for charities looking to enhance their digital engagement. By focusing on website content, strategic ad planning, and ongoing performance evaluation, charities can make significant strides in their digital marketing efforts.
We hope these insights can empower charities to look beyond traditional fundraising methods and explore the potential of digital experimentation and learning.
Connect with Ollie
For charities interested in exploring how they can benefit from Google Ad Grants or improve their digital marketing strategies, reach out to Ollie on LinkedIn and take the first step towards leveraging the power of digital ads effectively!
Get in touch with Ollie on LinkedIn.
For anyone interested in diving deeper into the world of digital ad grants, accessing Farrer’s expertise is a fantastic way to begin.