Most shelters and rescue groups have little or no budget for online advertising, relying primarily on social media to spread the word about their available pets. Social media is a powerful tool, but can lead to over-reliance on a network of people who are already connected to your organization.
What about new adopters? Where can you find them?
A lot of people begin their search for a new pet on Google. You should definitely optimize your website for Google searches, but adding Google advertising to the picture can make those efforts even more powerful.
The problem is, few shelters and rescue groups have the know-how to use Google ads, as well as struggling with budget constraints.
Unlike Facebook, Google has a lot of opportunities for nonprofits to use its tools, including grants for Google ads and tutorials on how to get the most out of them.
Your nonprofit can find out how the program works and apply for it here.
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