Title: adwords – Make WordPress.org Marketing

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#  Tag Archives: adwords

 [  ](https://profiles.wordpress.org/dansoschin/) [Dan Soschin](https://profiles.wordpress.org/dansoschin/)
9:28 pm _on_ January 29, 2024     
Tags: ad grant, adwords, google   

# 󠀁[Supporting the WordPress Foundation through a Google Ads Grant](https://make.wordpress.org/marketing/2024/01/29/supporting-the-wordpress-foundation-through-a-google-ads-grant/)󠁿

The WordPress Foundation (WPF) is approved for a grant from Google Ads. The primary
aim of using the grant is to increase overall awareness and coverage of the foundation
and topics related to its mission. This might be reflected in additional coverage
via social media, blogs, tech media, etc. Here are some details and how you can 
help this project succeed.

# Background

The grant is for restricted use of up to $10,000 for monthly ads spent through AdWords
to support the mission of the WPF:

> To ensure free access, in perpetuity, to the software projects we support. People
> and businesses come and go, so it is essential to ensure that the source code 
> for these projects will survive beyond the current contributor base so that we
> may create a stable platform for web publishing for generations to come.
>  [wordpressfoundation.org](https://wordpressfoundation.org)

From Google: “_To qualify for Google Ad Grants, your organization must be an _[_eligible nonprofit_](https://href.li/?https://support.google.com/nonprofits/answer/3215869?hl=en)_,
have a high-quality website that meets our _[_website policy_](https://href.li/?https://support.google.com/grants/answer/1657899?hl=en)_,
and be able to meet the program _[_policies_](https://href.li/?https://support.google.com/grants/topic/3500093?hl=en&ref_topic=3500091,3500123,3540513).”
The WordPress Foundation has met these requirements and will launch the campaign
tentatively this spring, in March 2024.

# Campaign Scope

In an Ad Grants campaign, nonprofits may only leverage text ads (no images) supported
by multi-word keyword phrases (no single words). To this end, text ad campaigns 
will be created that drive awareness of the following topics/items/categories:

 * The WPF mission (general awareness)
 * WPF programs such as scholarships and do_action events
 * Open sourceOpen Source Open Source denotes software for which the original source
   code is made freely available and may be redistributed and modified. Open Source**
   must be** delivered via a licensing model, see GPL. software, news, policies,
   topics, benefits, such as:
    - [Openverse Wins the 2023 OEG Open Infrastructure Award](https://href.li/?https://wordpress.org/news/2023/09/openverse-wins-the-2023-oeg-open-infrastructure-award/)
    - [Concerns over the European Union’s Cyber Resilience Act (CRA)](https://href.li/?https://wordpress.org/news/2023/08/concerns-over-the-european-unions-cyber-resilience-act-cra/)
 * Educational materials about open source, such as:
    - [The Basic Principles of Open-Source Software](https://wordpressfoundation.org/news/2021/the-basic-principles-of-open-source-software/)
    - [Introduction to Open Source](https://learn.wordpress.org/tutorial/introduction-to-open-source/)(
      Learn WordPress)
 * WordPress Briefing Podcast, such as these episodes:
    - [Episode 68: Toward a More Interconnected Web](https://href.li/?https://wordpress.org/news/2023/12/episode-68-toward-a-more-interconnected-web/)
    - [Episode 66: Advocating Open Source Solutions](https://href.li/?https://wordpress.org/news/2023/11/episode-66-advocating-open-source-solutions/)
    - [Episode 61: Community, Summit, all at Washington D.C.](https://href.li/?https://wordpress.org/news/2023/09/episode-61-community-summit-all-at-washington-d-c/)

# Objective & Metrics

Apart from monitoring campaign performance using the typical AdWords KPIs such as
impressions, clicks, and quality score, we’ll look at the total amount and quality
of traffic driven to the promoted resources. Additionally, with more traffic to 
the WPF website, the foundation may receive additional donations. While not a primary
goal, it’s another valuable measurement of success. [@dansoschin](https://profiles.wordpress.org/dansoschin/)
will configure and manage the campaigns with approval from the project’s leadership
team. Results will be shared in the marketing SlackSlack Slack is a Collaborative
Group Chat Platform [https://slack.com/](https://slack.com/). The WordPress community
has its own Slack Channel at [https://make.wordpress.org/chat/](https://make.wordpress.org/chat/)
channel and/or marketing blog when appropriate.

# How You Can Help

Leave comments below, including links, for any resources you believe align with 
the WFP mission and would be helpful to support as part of this campaign through
paid traffic. The resources must be non-commercial, educational, and aligned with
the WPF mission (as listed above). Furthermore, the content promoted must be hosted
on WordPress.orgv or WordPressFoundation.org.

While this campaign will launch soon, feedback is welcome anytime – list your resource
below with any relevant context.

[#ad-grant](https://make.wordpress.org/marketing/tag/ad-grant/), [#adwords](https://make.wordpress.org/marketing/tag/adwords/),
[#google](https://make.wordpress.org/marketing/tag/google/)

 * [To-do](https://make.wordpress.org/marketing/tag/adwords/?output_format=md#)