GOOGLE GRANTS
Google offers a philanthropic tool called Google Grants. Google Grants are Google Ads grants worth up to $10,000 of paid search clicks from Google to a non-profit organization’s website every month. So far I’ve helped over 50 organizations secure and maximize their value from Google Grants, generating over $8 Million worth of website traffic, including:
This is far more than I could have afforded to give to community organizations myself. So thank you Google!
I also teach digital marketing using Google Grants because they are active Google Ads accounts that allow people to practice hands-on with live data without spending money on media or risking a corporate client relationship. This method allows people to give back to the community by helping nonprofits while learning digital marketing at the same time. I won an award for this work from the US Search Awards in 2013 for my work using Google Grants where I taught University of Iowa MBA students the importance of giving back, while also teaching them important tools (digital marketing consulting, Google AdWords & Google Analytics). The benefits of this model include:
- Students learn hands-on digital marketing without spending client money or risking client relationships. They gain marketable certifications in Google Analytics and Google Ads through the course exams. (proficiency)
- Students own the client relationships with the nonprofit teams, and the student teams are responsible for optimizing the Google Grant. (autonomy)
- Nonprofit organizations gain free traffic and digital marketing consulting. (purpose)
The significance: research shows that people gain motivation and happiness in their jobs using creative cognitive thinking when they exhibit:
- Mastery of tasks (hands-on proficiency)
- Are allowed to do this (autonomy)
- Have positive impact (purpose)
This method of teaching provides each of these elements.
Teaching Style
The following chart underscores the need for this sort of hands-on approach to education. The learning pyramid shows that active learning is far more effective compared to the most often used passive learning techniques:
Average Learning Retention Rates
Teaching with Google Grants is an interactive and effective way to get students to master Google products and get certified at the same time. [100% of the students who passed my class achieved both Google certifications.]
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