What is the Google ad grant and how do you get it?Google ad grants is part of the Google Non profits programme. To qualify for a Google ad grant your organisation must apply for Google non profits. To sign up for Google non profits in Northern Ireland, you must meet the following criteria •your organisation must be registered with TT exchange•organisations must be a non profit or non governmental organisation with a recognisable status within Northern Ireland. •You must be registered with the Charity Commission for Northern Ireland and/or registered with the HMRC as tax exempt. •Have a website with substantial contentThe Google ad grant allows your organisation to raise awareness through non profit advertising. It allows you to run text ads on Google search with the budget of $10,000 USD per month. This allows your charity to grow while saving resources for what matters most. You can grow your non profit fundraising network through tracking online donations, newsletter signups, volunteer sign ups and to stay aware of those who drive your organisation forward. using your Google ad grantThe Google search ads are extremely useful when you are wanting to build your brand awareness as a charity Changes to the AlgorithmThe changes to the algorithm have been promised as the biggest change to date but what does this actually mean? Currently we have our main Facebook news feed where we find our advertisements and posts from businesses, friends and family. When conducting their study they realised people are getting impatient with the advertisements and business posts. Facebook in reaction have decided to create 2 timelines. One will be our main news feed which will show our posts from just family and friends and the second will be called the “explore” feed. The Explore feed will host all of the pages you like, your groups, business page posts. The problem facing business owners is that their posts may not be seen! Facebook users would have to click on the explore feed to see any of our posts. At the same time, Facebook makes a lot of revenue out of businesses on Facebook. Its a great platform for targeting your specific audience and encouraging them to become a client or consumer, therefore Facebook want people to click to the explore tab. The only way to do this is to make that feed as engaging as possible. Facebook easily tracks each engagement on a post and will rank them based on what reaches the most engagement. Knowing this how can we adapt to the new Facebook environment?How to prepare your businessEngagement! We need the most interaction for our page and for our posts. The best way to achieve this is by creating the best content for our posts. Pictures are a great eye grabber, choose an image that make them stop to get a second look, an image that provokes an emotion. The best colours to use for this are red, blue and orange. These colours stand out to the eye and make your posts more magnetic. It is also important to choose your content or topic wisely, the best content is based on comedy, trends or unique posts. Facebook is searching for unique content which means they don’t want to see the same advert repeated by similar companies. Creating a post that is based on trends, does not refer to re-sharing information that has some relevance to your business, for example if you are in a health care business and you share adverts about other peoples research, this is going to benefit the source of the research, not yourself. Take a spin on the health message and write your own article or post! - Remember to choose your eye catching photo.Another handy tip for making your posts engaging is by making them relevant. With this new timeline, Facebook will also have a target button for each post. This will look like a bullet icon, If you are like me, you will be getting very excited about this because this means that you can target the audience of your post like you do for a target audience in a Facebook advert! You will receive a greater post engagement if you are targeting the correct audience for your post. It is important to also promote conversation between the users on your Facebook posts. This means asking them questions and responding to comments on your post. It is important not to fall into engagement-bait here. Do not ask questions such as “ do you like roller coasters? Share this post” This is been noted as spam-my and Facebook picks up on certain words that are seen as “orders” such as “buy now.” If you are selling a product, publish a post that leads the user to want to know more about the product. If you increase interest, it will increase engagement naturally.If you are reading this and you haven’t started to prepare your Facebook Business page for the new algorithm, I recommend starting this as soon as possible. Building up engagement now will benefit you when it launches in a few months.If you need any help with this Emerald Marketing offer A Facebook Training programme, tailored to your business. For a quote, please contact Emma on firstname.lastname@example.org.