Welcome to this week's edition of "Grassroots.org Tool of the Week": our growing list of tech tool reviews from Mike Mann's Web Development Best Practices. Check the archives for our previous reviews, and come back next week for more insight on the web’s best tools for nonprofits.
What kind of tool is Google AdWords?
The easiest way to describe Google AdWords: The "Nutrisystem" mention that pops up next to search results for the word "diet." The more tech-savvy definition is a keyword-based pay-per-click advertising system that places sponsored links next to relevant search results.
The program lets any users, from start-up bloggers to major corporations, create simple, effective text-based advertising campaigns that link back to their websites. For instance, a nutrition blogger might select the phrase "food groups." Each time someone searches those two words, an ad for the nutrition blog appears next to those results. If a visitor clicks the link, the writer pays a small fee based on the popularity of the phrase.
How have we used Google AdWords at Grassroots.org?
One way for Google to "do no evil": Give nonprofits boatloads of free advertising services. Through its Google Grants program, the search engine donates nearly an average of $300 in ads to each grant recipient every month. We've scored at least $36,000 in ads this year.
How should nonprofits use Google AdWords?
All nonprofits should apply for a Google Grant! Any registered 501(c)3 organization — as long as its mission is not specifically religious or political — is eligible for the program.
How can my organization sign up for Google AdWords?
Visit Google Grants or Google AdWords.
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