Online fundraising site JustGiving is to give free advertising on Google to all its charity members. Its JustGiving Advertising Grants programme will use the search engine company’s advertising programme, Adwords, to create and manage adverts promoting charities’ fundraising pages on JustGiving.
When people search on Google for a charity or keywords related to it, adverts will appear encouraging them to create a fundraising page or make a direct donation on JustGiving.
JustGiving is paying for the adverts so it will manage choosing the keywords and creating the ads, and the adverts will start going live from 14 February.
Google has for some years offered free advertising for charities in some countries, including the UK, under its Google Grants programme. The JustGiving programme is separate to that. Charities already using Google Grants are being given the opportunity to opt-out of JustGiving’s programme, given the possibility of both parties bidding against each other on the same keywords.
JustGiving will review the effectiveness of the advertising campaign on a monthly basis.
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