How to get and use bing ad grants for nonprofits

Have you heard of Microsoft's social impact ad  Grant if not your charity might be missing out on an excellent opportunity for free advertising on  the Bing search engine now according to Microsoft Bing has 34 of the desktop search market share  and the big audience is older with 40 each 35 to 54. they also have a higher average household  income almost half have a household income of 75 000 or more so in this episode, we're going  to cover everything you need to know about how to apply for and

use Microsoft social  impact ad grants so let's get to it foreign impact ads grant program is Microsoft's version of  the Google ad grant program the grants act like a coupon that provides three thousand a month in ad  credits to ad accounts for registered Charities your ad credits can be used on Microsoft search  engines such as Bing AOL Yahoo Baidu to promote your organization and its initiatives and  the program is designed to help nonprofits achieve their goals and positively impact their  c

ommunities that's 36 000 a year that you can use to reach new donors volunteers and supporters  now this grant can also be used in conjunction with your Google ad Grant so who's eligible for  the grant the key eligibility requirements for the social impact ad Grant include that your  organization must be a legally recognized non-profit or non-governmental organization in  your respective communities now just a quick note Bing ad grants are not yet available in Canada but  we do suggest registeri

ng your interest for the program by filling out a form which I will link  in the description but you also need to have an active website that reads receives significant  traffic from search engines and you must operate with a mission to benefit your community and  you must be inclusive and respectful of all types of people Microsoft does not accept  organizations that have a policy or Mission based on a discrimination of any kind the first  step is to apply for the social impact ad Grant and I'm

going to link that in the description go  through the information on step one and fill out the application form and once you're approved  if you're approved they will send you an email and you then apply for the social impact Grant  via another link which they'll send you and if approved from that then you need to go and set up  your Microsoft advertising account and claim your Grant applying is really straightforward but what  I really want to share with you is some tips on maximizing your ads

and make sure you're in expert  mode in your ads manager which is going to give you more control over your campaign management  it's also going to let you add more content and provide more performance reporting and tracking  Define your goals what do you want your ad to achieve do you want to increase awareness of your  nonprofit Drive traffic to your website encourage people to donate or volunteer and then choose  your keywords that you want your ad to appear for before launching a big ad camp

aign you need  to do your homework and ensure you are targeting the right keywords otherwise you could waste a  lot of money on clicks that will never convert now we always recommend programs like sunrash or  even ubersuggest which can be a cheaper option but we're going to link those in the description  but it is well worth the investment for finding keywords that have high search volume yet low  competition so do your research also research your target audience and know how you're going  to sp

eak to them you will need this when creating your ads you can create compelling ad copy and  headlines your headline should be attention grabbing and make people want to learn more about  your non-profit your ad company should or your ad copy should explain what your nonprofit does  and why someone would want to support you and being sure to include a call to action so people  know what you want them to do like donate now and set up tracking to know if your ad is  effective you need to set up tr

acking so you can see how many people are clicking on it  and taking the desired action like visiting your website or making a donation now non-profit does  have a really great help section which I am going to link below in the description and you can get  more information and I'll be honest I have spent years learning how to create high performing ads  but I also understand budget constraints of being a non-profit you can do it yourself but I always  recommend Outsourcing to a pro if you really

want to see the returns it's well worth the investment  now just some final tips the advertising Grant does not cover ads on Partner networks you will be  charged for clicks from the partner sites if you forget to deselect this option very important  and also ensure that your budget that you set you do not exceed it or you will be required to  pay the access as any non-profit knows expanding reach and impact is essential to success and if  your non-profit is looking for ways to expand its reach

and impact Microsoft social impact  ad grants is an excellent option to explore and we hope this guide has helped explain kind  of some of the ins and outs of the program and how your nonprofit can take advantage of it if  you would like more information check out our video that we did with Wendy at do nation and  she outlines the program a little bit further for us and I'll also leave a link in the show  notes to that and see you next week [Music]