How Google Ads are Used for Small Businesses or Nonprofit Organizations

Google ads are a very efficient method of paid online advertising. It’s used by small, medium, and large businesses. They help build a business through targeted ads for the target audience. 

An ad can appear on Google when someone is looking for products or services of the same kind. Ads make it easy to show the world what’s unique about your business. 

Well-timed ads can turn people into valuable clients.

Google gives you the chance to decide where you’d like your ad shown. You can then configure these ads so your product will appear to the right audience. Pay-per-click ads are a very effective way of generating traffic. PPC ads appear on Google search result pages. The traffic then converts into clients.

Some of the advantages of Google ads for small businesses are;

• It allows your business to get discovered
• Builds your brand recognition
• Allows you to reach local clients
• It provides fast and transparent results
• It’s a flexible marketing platform. It fits any kind of business.
• Google ads are measurable
• Helps in beating competitors
• Google ads can lead to strong ROI
• It’s faster and easier than SEO

Using Google Ads for small businesses or nonprofit organizations

1.    Google Ad Grants for nonprofits

A Google ad grant is the most popular program on Google for nonprofit organizations. Through the program, Google gives nonprofits $10,000 to spend on advertisements. To qualify for Google grants, an organization must:

• Have a functioning website. One that provides adequate details on the organization.
• Acknowledge and agree to Google grants required certification.
• Hold current and valid charity status.

Once you’ve qualified for Google ad grants, you’ll need to maintain it by ensuring that;

• You’re proactive in your Google ads management. Do this by logging into the account monthly. It ensures your account is not paused without notification.
• Ensure the ads in your account link to the nonprofit URL. The URL must be the one approved during the application process. 
• The ads you promote must reflect the mission of the nonprofit organization
• The ads should not offer financial products or ask for donations
• The ads should not point to pages used to send visitors to other websites

2.    Google for nonprofits

Nonprofit organizations have been facing unprecedented challenges in this pandemic. As a result, Google placed together some resources to help them work. The resources have also facilitated virtual volunteering and online communication with members. 

G suite for nonprofits is one such resource. It is a free, secure, and collaborative way that ensures the smooth running of a nonprofit. This resource can help your nonprofit organization become more visible to a wider audience. It also helps in increasing your donations and memberships in the long run.

Google has launched permanent nonprofit discounts globally for G suite businesses and enterprises. They give nonprofits access to the G suite’s advanced features. 

3.    Google My Business

This is a free online listing for businesses. It appears when users search for your business on Google as well as maps. Google My Business presents a factual summary of your business. So it is up to you to ensure the business information is up to date. The information in the summary should include:

• The website URL
• Google reviews
• The business address
• Business opening and closing hours
• Business phone numbers
• Links to social media pages

A free profile on Google My Business makes it easy to connect to clients. It allows you to showcase what’s unique about your business through photos and offers. Clients can get in touch through messages and calls. They can also help improve your online presence and profile.

Google My Business enables you to know who searched for your business and who clicked on your website’s URL. You’re also able to know who checked the business address on Google maps.

4.    Google Digital Garage

Learning never stops, and Google Digital Garage allows you to continue doing so. There is a lot you need to do to make your business stand out online. Google Digital Garage offers online courses that are easy to follow. 

The courses help in improving your online presence, leading to success. Some of the topics learned are:

• Selling more products online
• Turning data into insights
• Making the most of social media
• How to get noticed by search ads
• Building an online shop

5.    Target different audiences that use the same products

Pay-per-click ads enable you to reach different audiences. That is if your product appeals to different audiences. For example, you sell filter paper used for laboratory research and industrial manufacturing. In this case, you’d have to choose between the different audiences.

You can also create a product page and optimize it for search. You’d have the option of choosing a more general term like “carbon activated filter paper.”

PPC allows you to target each audience by using industrial-specific words. For instance, “industrial smog filters” and “Chromatography filter paper” apply to similar products. But, they attract different audiences. The advantage is that you get to target both audiences.

6.    Send people to specific landing pages

People get sent to your website when they click on a pay-per-click ad. The catch here is that you get to choose that web page. Many people send PPC traffic to their home pages, which is okay but a dedicated landing page would be better. 

Through PPC, you’re able to send potential clients to customized landing pages.

Sending people to landing pages that offer what they need is important. It increases your chances of getting more clients because these pages are tailored to the ads.

Source: Pixabay

7.    Set up Conversion Tracking

Conversion tracking enables you to know the ads driving the most leads and sales. Gets the conversion tracking code from Google ads. Then embed the code within the page of your website. This then shows a complete transaction. If you want to drive sales, embed the code on your receipt page.

If you need to drive leads, embed the code on a page that shows after submission of your contact form. Ensure you also set up phone call conversion tracking. That’s if you consider calls important for your business. Get the code embedded on the website. It helps to know the ads as well as the keywords driving phone calls.

Final Takeaway

Advertising on Google is great for small businesses, as it helps them to reach the right audience. All an entrepreneur needs is to learn how to use Google ads, especially the local listings. It’s one of the most profitable ways for any business.

A business needs more than social media pages and a website for online marketing. Access to free or paid tools on Google helps a business grow its footprint and reach more clients. You don’t need to have thousands of dollars to increase your online presence. Google offers free and or inexpensive tools. Use them as resources to help grow your business.