Google Adgrants – is it all it’s cracked up to be?

I referred to Google Adgrants (the programme whereby Google gives Not For Profits $10,000 a month of free adwords advertising, and ups it to $40,000 – GrantsPro – per month if they spend the 10) as the most underexploited digital opportunity for Charities in Australia (see my recent blog “Digital Marketing for not for profits: will they grasp the nettle?”).

I stand by this, and I still encourage Not For Profits too apply (you can start your journey here), however having worked on several of these accounts, there are a few obvious things worth considering.