Modules, Objectives & Outcomes

Pre-Training support (1:1 Zoom)

Before the course begins, we’ll support each organization through a 1:1 Zoom onboarding call focused on getting their Google for Nonprofits and Google Ad Grants accounts ready for training & ensure they have everything they need for the CAPD Application.

• We’ll book a dedicated Zoom session with your team to walk step‑by‑step through the application and verification process, including Google for Nonprofits and Google Ad Grants.
• During this call, we’ll help you submit the required information correctly, review any existing accounts, and outline exactly what needs to happen next on your side.
• Organizations should plan for about 3–6 weeks total from starting verification to having a fully approved Ad Grants account ready for use in the course.
• Google for Nonprofits verification is typically completed in 3–5 business days, but Google recommends allowing up to 14 days in case additional review is needed.
• Once verified, Ad Grants activation usually takes another 3–10 business days, depending on review volume and whether any extra checks are required.

Module 1: Using Search to Drive Nonprofit Results

• Understand where Google search fits into your broader marketing and operations (donations, volunteers, program registrations, events).
• Identify the key organizational goals that can be supported by search and translate them into measurable online action.
• Outcome: A simple “search impact plan” that links mission goals to specific online conversions and KPIs.

Module 2: Digital & Technological Skills – Account Structure and Controls

• Learn how to structure Google Ad Grants campaigns, ad groups, and keywords to support your core programs and services.
• Set standard settings, naming conventions, and controls so the account can be managed efficiently by staff over time.
• Outcome: A productivity‑oriented account blueprint your organization can apply across future campaigns.

Module 3: Building Lead Generation and Awareness Systems with Google Ads

• Design campaigns that consistently generate qualified traffic for high‑value actions (donations, inquiries, signups).
• Create reusable campaign templates and workflows that save staff time when launching new initiatives.
• Outcome: At least one fully built campaign “system” that can be cloned and adapted for new programs.

Module 4: High‑Impact Ad Copy and Landing Page Optimization

• Develop skills for writing effective search ads that clearly communicate your mission and calls to action.
• Review and improve landing pages so visitors can complete key tasks quickly and easily, reducing staff time spent answering basic questions.
• Outcome: A set of optimized ads and landing page recommendations that improve both user experience and internal efficiency.

Module 5: Data, Analytics, and Conversion Tracking

• Set up or refine conversion tracking (e.g., forms, donations, event registrations) in Google Ads and related tools.
• Build simple, repeatable reporting views so staff can quickly see what’s working and adjust without guesswork.
• Outcome: A measurement framework and reporting process that supports data‑driven decisions and better resource allocation.

Module 6: Ongoing Optimization and Process Improvement

• Learn a monthly optimization routine (search term reviews, pausing underperformers, adding negatives, refining bids).
• Turn this routine into a documented SOP so any trained staff member can maintain and improve performance.
• Outcome: A written optimization checklist and schedule that improves productivity and sustains results.

Module 7: Implementation Playbook & Internal Knowledge Transfer

• Consolidate all checklists, templates, and processes into an internal “Ad Grants Operations Manual.
• Plan how responsibilities will be shared across roles to maximize impact without overloading any one staff member.
• Outcome: A practical playbook that embeds Google Ad Grants into your ongoing operations and staff workflows.