The catch (if you can call it that) is that the campaigns will be set up and managed by Google staff directly and they will have full control over that account. So an additional $500 in advertising and you don’t even have to manage it.

This is open to current Google Grant recipients only with accounts in good standing, being actively managed and using Google analytics or conversion tracking. I highly recommend that if you meet the requirements that you apply for this opportunity now because it is very limited to just a handful of grantees.

Get more information and how to apply on the Google Grants Blog.

This is great news for all recipients of the Google AdWords Grant because it means that Google may be including the Google ad network for all Google Grant recipients in the near future which would allow for even more increased exposure and maybe even an opportunity to run display ads.

Don’t have a Google Grant for you non-profit organization yet? Don’t worry, I can help.

Contact me today to get started because the approval process for a Google Grant can take up to 6 months.

“Search marketing is one of the greatest tools in our lead-generation toolbox because it allows you to reach your prospects at the precise moment they’re interested in your services or products,” said Robert Coats, senior search strategist with Seattle-based b-to-b agency Hodgson/Meyers.

When done right, search can have a large and immediate impact on lead-gen.

“There are so many things you can do with search as a lead-gen tool, and a thousand ways to approach it,” Coats said. “The key is, it’s not so much how you want to be found as how your prospects are searching. It’s understanding psychology, and human nature and how people begin their searches around issues they’re trying to resolve.”

One notable feature of search as a lead-gen tool, Coats said, is that searchers self-qualify themselves. They alert marketers as to what stage they’re at in the sales funnel by the keywords they search for—whether, for example, they’re doing initial research or are ready to buy.

“My philosophy is, you look at the keywords most relevant to what stage the prospect is in,” Coats said. “For that early awareness stage, you want your entire message—from keywords, to ad text, to landing page, to material they walk away with after filling out that lead-gen form—to be centered on that early stage. The same must be true for later-stage buyers.”

“You have to make sure each part of your search campaign is stage-specific,” he added.”

The Full Article can be read online:

BtoB Magazine - Using Search For Lead Gen