Managing Google Ad Grants for Organizing

Does your 501(c)3 manage a Google Adwords Grant? (i.e. $10K/month in free google ads available to 501c(3)s)
This is mostly a technical training. However, we share examples of how Google ads are being used in organizing and to pressure targets.

In 2018, Google announced new guidelines that will affect most non-profits. Failure to meet them could lead to suspension.

In this course you’ll learn what you need to know to stay in compliance and make the most out of your Google ads, including:

• A new five percent click rate requirement for your ads across your entire account (up from one percent previously).
• Maintaining a quality score of 3 or higher for keywords.
• Required use of geo-targeting.
• Avoiding branded keywords you don’t own.
• And more.

Google also lifted its $2 bid cap on keywords when using the maximize conversions bid type. We’ll explain what this means and how you can take advantage of this new opportunity.

Keep your Google Grant active and take it to the next level by registering for this session now.

Presenter:

Brett Gerstein, Staff Partner, Social Movement Technologies. Brett helps progressive organizations acquire and retain supporters through online advertising on Facebook, Google and YouTube. Highly experienced in analyzing metrics to help groups increase the effectiveness of their website and digital outreach. Proficient at setting up and managing Google Adwords campaigns. Has been active in a number of movements including immigrant rights and prison reform. Also a former Web Producer for Bernie Sanders

Photo: Google workers walk out across the world in November 2018, part of the #MeToo movement to end workplace harassment. The walkouts were the culmination of months of employee discontent over immoral choices by Google leadership, including a project called Dragonfly, a prototype of a censored search engine that could be deployed in China, where the state restricts its people’s access to information, and Project Maven, an artificial intelligence service developed for the US Department of Defense. But the walkouts themselves were spurred on by a recent New York Times report that found that the company had tolerated alleged sexual harassment among its executives. Andy Rubin, one of the creators of Google’s Android mobile service, was given a $90m exit package and a fond farewell from Google leadership after an internal investigation found disturbing allegations of sexual harassment against him to be credible.