Colby Chilcote is an Adwords representative for Google’s Ann Arbor office. One of her passions is helping nonprofits with their marketing. Google’s policy of allowing employees to pursue other interests during work time has made it possible for Chilcote to work with nonprofits and spread the word about Google tools available to nonprofits.
During her talk at LA2M on March 22 Chilcote detailed tools for nonprofits available through Google that generally fall into 2 categories. Google Adwords marketing is offered free of charge to those nonprofits given a Google Grant. Most Google apps are free of charge to organizations of 10 and under. Google apps include YouTube, Google Earth, Google Voice and Google office programs like calendar, word processing and Gmail.
Chilcote described Google.com/nonprofits as the main hub for tools and information for nonprofits. On the website, nonprofit groups will find case studies, information about available tools and an application for Google Grants.
Chilcote explained Google Adwords marketing. She said it is based on businesses and organizations bidding on keywords related to their products and services. When some searches for a topic in Google, the organic results are shown in the middle of the page and are derived from a search algorithm. Search results listed on the right hand side of the page are advertisers and those listings are based on keyword bids. The highest bidder is listed first and the advertiser is charged if the viewer clicks on their ad.
When choosing keywords for Google Adwords, it’s important to be specific, Chilcote said. The more highly specific you are in choosing words that relate to your organization’s products and services the lower the cost for the Adwords bid and the greater the likelihood your organization will be listed near the top. Adwords can be focused on key geographic areas also.
A Google Grant allows nonprofits to use Adwords free, explained Chilcote. The organization must be a 501c3 with no commercial interests. Organizations can apply for a Google Grant on the Google.com/nonprofits page.
Nonprofits create their own Adwords ads. The program is self managed by the nonprofit. Organizations can have ads specific to certain key word searches. Adwords marketing can be used to meet common nonprofit goals like increasing awareness, soliciting donations, promoting events and increasing membership.
Chilcote pointed out that Google Apps are available for laptops, netbooks and mobile. Applications like calendar, documents, Gmail, chat, talk and more allow for extensive collaboration but can be structured by privacy settings. Since the content and programs are stored in the cloud access is available from anywhere and storage isn’t an issue. Nonprofits in the Google Grants program have access to the business version of Google Apps, Chilcote said. Google also has a library of document templates for newsletters, mailing lists, invitations and more.
Interested nonprofits should visit Google.com/nonprofits or sign up for an appointment on the calendar for Google’s Ann Arbor location at this site https://sites.google.com/site/googa2officehours. Businesses interested in Adwords can call 1.866.2.Google.
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