Welcome to the Google Ad Grants complete course. In this course I share with you everything I've learnt about managing Google Ad Grants: the strategy and the techniques you need to advertise your nonprofit's website effectively.

My name's Jason King. I've worked in the nonprofit technology sector for over 25 years, and in digital advertising for the last 10 years.

I put together this training course after seeing that almost every nonprofit struggles to use their Ad Grant effectively. Google Ads is a complex platform, with a lot to learn, and the nonprofit sector has very different advertising needs to businesses, the Ad Grants program has more restrictions than other advertisers face, and there are many strategic decisions to make about how to promote your services in a surprisingly competitive advertising environment.

The good news is that for most nonprofit advertisers, the Google Ad Grant has the potential to be a valuable source of visitors to your website, and you can use it to target your audiences and get them to take action to support your organization's mission.

How to use this course

You can navigate through the course section by section and lesson by session, using the menu on the left. You can go back to any lesson at any time, and do not have to read every lesson in order.

As you reach the end of each lesson, you can opt to click the button "complete and continue". As you complete lessons, that's indicated in the left-hand menu.

I recommend you progress through the first sections of the course in the order listed in the curriculum, but with one caveat: if for any reason you get stuck at the stage of setting up conversion tracking, don't let that stop you progressing to the lessons about creating your first Google Ads campaigns. Conversion tracking is the single most complex task you face, and you can always return to it later, and improve it later.

The further into the course you go, when you reach the sections on fixing problems, and beyond Ad Grants, you can pick and choose which lessons interest you as they're not so structured.

When watching videos, I recommend you click the icon to open them in a full screen so that you can see more clearly what I'm demonstrating on-screen. There is an icon within each video to make notes during the lesson: these can be referred back to at any time.

Please ask questions

If you have any questions or want clarification on any points, you can leave a comment at the end of any lesson. I will respond to each one, and update the course content accordingly.

If you have any feedback or requests for new lessons, please go to the very last item on the curriculum: the Feedback section. I will be happy to write new lessons if I think they will benefit enough course users.

Please tell others

Have an opinion about this course? Please share a link to https://course.kingjason.co.uk wherever you're online.

What's fact and what's opinion?

Read enough about Ad Grants and Google Ads and you could be forgiven for getting confused. There's a lot of outdated information online. There are also different approaches to advertising and often more than one way to achieve the same aim, and you read conflicting advice. In this course I try to be clear when advice is based on factual information, or is my opinion based on my own experience and understanding. If you've heard different, please share what you were told so we can discuss the relative merits.

About your tutor

I'm an Ad Grants certified professional, listed in Google's official directory. I manage a caseload of free Ad Grant accounts for nonprofits, as well as some paid accounts. I also offer one-to-one consultancy sessions and training. I'm a Google Partner, and a platinum level Google product expert, helping people every day on the Google forums.

If you would like to book a consultancy, share your screen, and take a deep dive into your nonprofit's ads account, please book a one-to-one training session via my website at kingjason.co.uk.

Tools used to build this course

Teachable

A tool for creating and selling your own courses and managing course users. You're using Teachable right now.

Loom

Makes it quick and easy to record my screen and narration, edit a video, then share it online. Get the paid version, the free version is barely worthwhile.

Blue Yeti microphone

With an InnoGear mic stand.

Audio-Technica ATH-M20X headphones

So comfy I forget I'm wearing them.

Palicomp desktop computer

A UK company. My computer's getting on a bit but it's quiet, fast and reliable.

Microsoft Clipchamp

The free version of this simple video editing app for Windows. Basic and easy to use. I use it for editing longer videos.

Logitech C922 Pro Stream Webcam

Using Logitech Capture software to record video.

Last updated: March 2024