How Your Nonprofit Can Get $10K Per Month In Free Google Advertising

How Your Nonprofit Can Get $10K Per Month In Free Google Advertising

How Your Nonprofit Can Get $10K Per Month In Free Google Advertising

Written By


Yes, you read that title right. Google is giving away $10k per month in free ad spend to qualifying nonprofits. That equals $120,000k per year through their Google Ad Grants Program. Now you might be wondering what a Google Grant is. Let us explain so you can take advantage of and enhance your digital marketing to meet your goals this year.

Google states the Google Ad Grants Program gives nonprofits the chance to advertise on Google Ads at no cost to the nonprofit. This program gives qualified organizations $10,000 per month in Google Ads spend to be used to promote their missions and initiatives on Google.

You might be wondering if now is the best time to start something new, especially if your organization is already at max bandwidth. But consider this— total internet hits have surged by between 50% and 70% since social distancing measures began. Adjustments are necessary to meet your audience where they are, and right now they are online more than ever. Before we explain how you can get that extra $10k per month, let’s dig a little deeper into the Google Ads side of digital marketing and how it can impact your nonprofit organization.

How Nonprofits Can Use Google Ads

Normally Google Ads cost businesses money every time someone clicks the link in the ad, which is why they’re often called pay-per-click (PPC ads). But in the case of nonprofits, Google covers the cost for up to $10,000 worth of clicks per month. Over time, your site will rank higher in organic search (the kind you don’t pay for) because Google rewards websites with higher traffic, which you’ll have thanks to Google Ads. 

Google Ads can be a powerful tool in a nonprofit’s toolbox. Most organizations are looking for ways to drive awareness, be an industry thought leader, improve event attendance, recruit volunteers, get more donations, and grow an email list. When executed properly, Google Ads can help your nonprofit with all of the above.

So now you’re interested, right? We’ll get to how you can get started with Google Grants and get those credits from Google Ads. First, let’s make sure your organization qualifies.

How To Know If Your Nonprofit Organization Qualifies For Google Grants

If you answer yes to the following criteria, then you could be eligible for the free Google Ads credit.

  1. You are a registered non-profit with TechSoup. If you aren’t already, no worries. Registration is quick and painless. You can do it for free here.
  2. Your non-profit has a website.
  3. You are not a government entity, hospital, medical group, school, childcare center, or university or college (the exception here is a philanthropic arm within a university).

If you don’t meet the above criteria for Google Grants, check this article out instead, as it likely applies to you. If you want to learn more about Google Ads and paid search before learning about the Google Grant, give this article a read

Now that you 1) know if you might qualify and 2) took a little detour to understand Google Ads a bit better, let’s jump in to how to set up your Google Ad Grants account. Here’s what that looks like:

  1. Register with TechSoup. This is how Google can verify that you are in fact a nonprofit. The process is quick and easy. Again, you can do it for free here.
  2. Apply for a Google for Nonprofits account.
  3. Submit a pre-qualification form.
  4. Set up your Google Ads account and create your first campaign to show Google you know what you’re doing. Don’t panic. We can help. Keep reading.
  5. Now you can enroll and receive the $10k per month in ad spend. 

There won’t be any transactions of actual money. You simply won’t be charged for up to $10k worth of clicks. If you use it all up, Google will stop your ad for the month so that you never receive an unexpected bill. Then it will resume the following month. However, if your ad doesn’t get that many clicks, you can’t roll over the remaining balance to the next month. Most organizations are approved within 15 days, but there are times when it may take up to 30 days.

A successful Google Ads campaign does take work and contains lots of steps, like keyword research, compelling ad copy, and a targeted landing page, but anything that is worth doing usually does. We know this can feel daunting if you’ve never used Google Ads, but with $120,000 in free spend, it’s certainly worth considering. 

What’s Next?

If your nonprofit organization needs helping getting started with Google Ads and Google Grants, &Marketing is here to help get you started. You’re working hard every day to do good things in this world, and we’d like to make sure you aren’t missing out on any tools that can enhance your positive impact. &Marketing will give you a complimentary Initial Marketing Assessment (IMA) to review your existing content and provide direction on how to leverage it. We’ll also give you a list of keywords to use in your ad copy based on data that’s unique to your website by “taking a look under your hood” like we did here.

If you’re interested, click the button below and complete the simple form. We’ll follow up to perform your free IMA. No strings attached.

About the Author 

Marketing Manager Ann Ehinger serves as the link between clients and creative to drive projects that deliver results. With over a decade of experience working in the nonprofit, technology, and agency space, Ann is adept at managing a project from idea to completion while navigating all the ups and downs that pop up in between.

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

Fortune Favors the Prepared: How Mid-Market Companies Can Emerge Stronger Post-Pandemic

Fortune Favors the Prepared: How Mid-Market Companies Can Emerge Stronger Post-Pandemic

Fortune Favors the Prepared: How Mid-Market Companies Can Emerge Stronger Post-Pandemic

Written By


This article is the first of a series in collaboration with experts, including those at Icon Investment Partners.


Most mid-market companies have taken the right immediate actions in response to the coronavirus outbreak: They’ve followed health and safety guidelines in their workplaces, cut costs, and taken out loans and grants. However, the changes occurring in behavior and attitudes are so deep that companies must re-examine how they do business and ensure that it fits the emerging “New Normal.” For many, this will be an opportunity to emerge even stronger and become more competitive. For others, things will never go back to what they were, and strategies that worked in the past may no longer apply.

To build and sustain long-term growth, mid-market companies must examine the discontinuities that are emerging and seize them as opportunities. Flexibility and adaptability will be critical. They will have to transform their thinking and continually innovate around their products, services, and business models to fit the ever-changing needs of customers and employees.

In this piece, we identify some of the emerging discontinuities and how they might shape the future. We then outline specific actions that mid-market businesses must take in light of these trends. Our intent is to get business leaders rethinking – and even repositioning – their business to achieve long-term success.

There will certainly be other major trends and discontinuities not listed here that will shape each competitive space. Additionally, change will continue as the level of unpredictability in the world economy is higher, possibly for our lifetimes. This is not only due to the world acknowledging the risks of future pandemics, but also because of other uncertainties related to geopolitics, environmental regulation, demographic shifts, etc. These uncertainties will result in more change and more opportunities, requiring successful organizations to be more mobile, responsive, and adaptable.

It is not the strongest of species that survives, nor the most intelligent, but the one most responsive to change.

Charles Darwin

Want to understand if your setting yourself up to emerge strong post pandemic? Request a readiness assessment today and find out. 

Emerging Discontinuities That Are Shaping Our New Normal 

Consumers will have a stronger and long-lasting focus on health, cleanliness, and personal protection. They’ll be willing to pay more to ensure this.

Consumers will spend more time at home, even when social distancing ends. They’ll want to improve this environment for their professional and personal lives.

Digital will continue to dominate for both B2B and B2C. Tech capabilities will be critical to accommodate online ordering, virtual sales interactions, customer meetings, and events.

Some smaller competitors will go out of business. This will create opportunities for partnerships, M&A, or gaining new customers that may have been unthinkable pre-COVID 19.

Disrupted supply chains (especially international) will have to be rebuilt. More domestic and local manufacturing and supply chains will emerge.

Four Areas Require Immediate Attention: Customers, Employees,
Supply Chain, & Strategy

The changes occurring are complex and can be confusing. As we start to emerge from the pandemic, mid-size companies need to focus on four critical areas to be more successful over the longer-term.

Redefine the customer experience by deepening relationships and adapting to their needs.

To protect the core businesses, go beyond maintaining relationships with high priority customers and determine ways to make those relationships stronger and deeper. In addition to following guidelines, think about improving your customer’s experience and how you can provide even greater value. A good example is the variety of face masks that have become available: more colors, more designs (including team logos), and even copper-infused masks for durability and comfort. Insurance companies are also reducing auto insurance premiums during this period.

Revive your relationship with employees.

The pandemic has disrupted this. Employees are nervous. Many have lost their jobs or have been furloughed. Communicate openly, honestly, and frequently with employees, and be flexible to their needs. This will help boost morale. Companies are having regular call-ins with work-from-home employees, sending small gifts and thank-you notes. Human capital is critical.

Restructure your supply chain.

Getting your supply chain back up and running is mission critical. Identify what went wrong, learn from it, and determine what you need to change. Many companies want multiple sources and more domestic or closer suppliers. Diversification away from China is an option that some companies are already considering. They may not move to the U.S. given higher costs, but to other countries in the Far East, as well as Mexico and Central America. Indonesia is all looking more attractive. Apple, for example, is moving some of its manufacturing to India.

Reset and rethink your business strategy.

There has been an unprecedented degree and speed of change in many aspects of business, including customers, employees, and technology. We’re only beginning to understand some of these changes. Many companies are starting to think about their strategy and asking important questions: Will our strategy fit the new normal? What are the emerging opportunities, and how can we position ourselves to take advantage of them? Do we have the needed capabilities and core competences?

Emerging Discontinuities Are Creating Significant Opportunities

Provided below, in more detail, are the key discontinuities that we’ve identified and can be applied to most mid-market businesses; all companies will still need to identify the unique discontinuities in their competitive spaces.

Consumers will have a stronger and long-lasting focus on health, cleanliness, and protection, and will be willing to pay more to ensure this.

It is easier to ride the horse in the direction the horse is going
Warren Buffet

Even when the pandemic ends, the changes that people around the world have made in how they operate their day-to-day lives will likely persist (and the virus may even return). This will have long-term effects on our home life, work environments, and social settings. It will impact the products and services we consume. Consumers will be willing to pay more to ensure their health and safety and will put their trust in the brands that speak to these issues.

Real innovation that meets this heightened focus is already emerging, and more will follow. Commercial sanitization will be important for years. Travel kits with masks, gloves and hand sanitizers will be needed. Winners will include those who first develop a proven treatment, a vaccine, better protective products, air purifiers that work on the virus, simpler tests to identify the virus, etc. Professional sports are a great example of adapting to the change. Designer face masks or ones with team logos are great innovations.

Consumers will spend more time at home, even when social distancing ends, and will want to improve this environment for their professional and personal lives.

Even when the government lifts stay-at-home orders and the economy dials back up, it will take time for consumers to readjust. A Harvard study showed that social distancing may be needed until 2022. More time at home will result in greater focus on improving the home environment and activities like home delivery, home entertainment, internet use for professional and social interaction, etc. Further, many companies or individual employees may continue working from home depending on their unique circumstance. Companies may also embrace remote employees as a way to reach a larger talent pool in other geographies.

Optimizing home work environments will require investing in and adapting to the appropriate technical capabilities that will be needed. Internal meetings – and even important B2B prospect meetings – are occurring online. Teams need to be proficient in Zoom, Slack, and other video/messenger apps. College students are adjusting to e-learning and may even prefer it. As the next generation of the workforce, this will likely influence how businesses operate.

Digital will continue to dominate both B2B and B2C, so tech capabilities will be critical to accommodate online ordering and virtual sales interactions, customer meetings, and events.

The demise of physical locations is accelerating. There has been a major uptick in online sales, such as Amazon and other online retailers as well as delivery services. Research shows this trend will likely continue when the pandemic ends. Customers – both B2B and B2C, especially younger generations – will look for clean, easy-to-navigate websites. They’ll seek information and company updates via customer portals, chatbots, group forums, online communities, and digital libraries. Customer service and resolving customer issues with speed will be difficult but essential to keep them satisfied. Companies will look for vendors who can seamlessly sell, invoice, and hold meetings online as remote work continues. Many companies will need to deepen their digital footprint, grow their online capabilities, and train up their employees.

Smaller competitors will continue to go out of business, creating opportunities for partnerships, M&A, or gaining new customers.

This is an unfortunate reality, but survivors need to seize these opportunities to gain market share. You should consider partnerships (technical, services and commercial), mergers, or acquisitions. Even direct competitors could combine operations to stay in business. Types of relationships that would have been unfathomable in February of 2020 may become a reality in the coming months and years. These new relationships will not necessarily be on a cash-only basis, but take many forms such as equity, commission only, or part cash/part stock

Disrupted supply chains will need to be rebuilt (especially those that are international).

Smaller companies have shut down operations and, unfortunately, over a third may not survive. Imports are stalling, especially from China. A decade or two ago, this would have been less of an issue, as most companies operated closer to home. However, most are now global, with significantly more offshore business and supply chains that extend around the world. Because of this, there is now an increased discussion on diversifying suppliers. Companies may not move manufacturing to the U.S. given higher costs, but to other countries in the Far East, as well as Mexico and Central America. According to McKinsey, “Actions taken now to mitigate impact on supply chains can also build resilience against future shocks.” It is necessary to granularly review bills of materials, catalog components and products needed by service companies to identify what is at risk. Remember, when your business opens back up, some of your vendors may not. You will need to look for alternatives, some of whom may require cash up-front. Domestic manufacturing and simpler supply chains, such as more imports from within the Americas, are emerging.

It’s Time to Reinvent, Redesign, and Regenerate Your Business

Every Western institution was unprepared for the coronavirus pandemic, despite many prior warnings. This monumental failure of institutional effectiveness will reverberate for the rest of the decade, but it’s not too early to ask why, and what we need to do about it.

Marc Andreessen

A blog by Beam, Inc. captured it well: “In times of great challenges, resilient companies reinvent, redesign and regenerate their business to come back stronger than ever.” Examples include Ford and Netflix after the Recessions and Apple in the 1990s (pre Steve Jobs’ return). Further, some of the most well-known billion-dollar companies were birthed out of crisis, including WhatsApp, Venmo, Uber, Airbnb, and one of today’s remote work favorites – Slack. Apple is already moving some of its manufacturing out of China. Nascar and other pro-sports are starting up very differently. These companies identified the emerging societal and business trends, and created business models that fit the new norm.

Today’s mid-market companies need to embrace change – not fight it – and prepare for a future that they never saw coming. Based on the many examples of how businesses have reacted to this environment and past discontinuities, we believe there are four critical areas in which a company must adapt to emerge stronger and more competitive post-pandemic:

  • Your Customers
  • Your Employees
  • Your Supply Chain
  • Your Strategy

Your Customers

Redefine the customer experience by deepening relationships and adapting to their needs.

Deepening – not just maintaining – your relationship with customers will be a key to recovery and future success. This will require leadership from marketing and sales teams. While the focus has rightly been on keeping employees safe, sustaining business operations, and ensuring liquidity, companies cannot afford to forget the customer. Don’t disappear; continue to communicate with customers, even if they are not buying products or services right now. This will establish trust.

  • Communicate early and often with customers through emails, social media, and digital content. Keep them updated on the status of your business, and create content that caters to what they need during this unique time. Even when the pandemic ends, continue to communicate the health precautions you’re taking; this will be a priority for consumers.
  • Improve your online presence, including your website, social media channels, and customer portals. For B2B, ensure seamless online selling, invoicing, customer service, etc. If you were not state-of-the-art, now is the time to make change and develop these capabilities.
  • Accelerate technology adoption. The technologies that seemed cutting edge yesterday will be mainstream in the new norm. The winners will be companies that adopt these technologies, build best practices, and train their employees. More and more interaction with customers, suppliers, and employees will be digital. These capabilities include CRM, e-commerce, thought leadership processes, consumer analytics, artificial intelligence, and even cybersecurity. The boundaries between the physical, digital, and biological worlds are blurring as new models for ensuring a positive customer experience emerge.
  • Acquire and interpret a broader Voice-of-the-Consumer. As the customer is changing and has a heightened need for communication and collaboration, talk to or survey your customers to better understand their needs. Ask questions such as: How have their needs changed? How might they change in the future? What kind of health, economic, or political uncertainties do they have? What kind of support are they looking for? The results may even help you identify more diverse audience segments and influencers; you’ll need to develop solutions that meet their needs, thereby stimulating demand.
  • Support your sales team, as their role is changing rapidly. Sales teams that previously relied on in-person interactions will need to be trained on virtual relationship-building. They’ll need to go beyond table-stakes to become a true partner and satisfy wider needs, as shown by a Bain Study of successful B2B companies. They’ll need support, particularly with digital marketing and account-based marketing.
  • Be very conscious of societal issues. Consumers (and prospective employees) want to see that you are a proponent for “good.” This will improve your ability to attract customers, employees, and investors, and should be incorporated into your value proposition.

Your Employees

Rebuild your relationship with employees.

There has been significant change for employees: remote work challenges, strict adherence to CDC guidelines, furloughs, reduced salaries, etc. More change is likely to come, so companies must be more flexible and agile.

  • Communicate frequently. Keep employees informed about the state of the business, company policies, and expectations. Do this in-person in the office; via email, an Intranet, if you have one, or even a recorded video message to add a personal touch. Honest, frequent communication will help mitigate fear, prevent the spread of misinformation, and boost morale. Further, your employees will be able to help identify gaps in a coronavirus plan and make improvements. Importantly, always communicate with empathy.
  • Be flexible and accommodating. All circumstances are different. Consider individual needs to keep your top talent and boost morale. Give local managers authority to make operating decisions based on their unique circumstances.
  • Consider erosion of loyalty. Companies will experience an erosion of loyalty and trust due to job losses, furloughs, lack of raises, pay cuts, paused contributions to 401ks, and so on – not to mention the fear and uncertainty associated with the virus itself. Focus on improving your company culture and reengaging the workforce.
  • Adjust workforce planning and talent management strategies. This includes reward systems, compensation, and providing remote work essentials (supplies, monitors, etc.). Labor markets may become less restricted to specific geographies and locations. Employees may expect much more than standard benefits.
  • Build a more flexible and agile organization. To manage your business in a changing and evolving world, your senior management team will have to be more hands-on and create a working rhythm to gather and process market feedback more frequently. Your ‘central office’ must lose its grip on centralized decision-making, and be dependent and trusting of teams closer to the action to manage business segments, geographies, product lines, and specific projects; this is a hallmark of flexible and agile organizations. Many organizations create a role or small team to act as COVID-10 “Czars” to ensure that issues are being reported quickly, and guidelines and best practices implemented quickly.

Your Supply Chain

Restructure your supply chain.

Depending on the disruption, building a new supply chain can take time and effort. This is especially true if a company was dependent on imports from China and other Far East locations.

  • You may need to find new vendors. When your business reopens, your vendors may not. New vendors may require different arrangements such as cash-on-delivery that will require you to rethink previous ways of doing business.
  • Focus on building new relationships domestically. Your problems may be more severe when your supply chain is international. The world is likely to move toward developing more domestic alternatives, or at least look for alternatives in the Americas. A strategy of mixed sourcing – especially for more critical parts, components, or ingredients – will be more common.
  • Develop a risk index for each commodity, based on uniqueness and location of suppliers. Granularly review bills of materials (BOMs) and catalog components to identify the ones that are sourced from high-risk areas and lack ready substitutes. According to McKinsey, “Actions taken now to mitigate impact on supply chains can also build resilience against future shocks.”
  • Make supply chains agile and flexible. Increase visibility and create easier processes to onboard new suppliers.

Your Strategy

Rethink and reset your business strategy.

As companies think about the future, they must consider whether they have the right business strategy in place. Will it withstand the unprecedented changes that have occurred and are likely to come? Are there alternatives that will position you better in the new normal that is emerging? Are there new growth opportunities to be pursued with your capabilities and competitive advantages? Here is a simple process to help you (a number of case studies are available on request). 

  • Assess the state of your business. Identify the most significant ways the pandemic has impacted your customers, supply chain, distribution, employees, and your company’s financial position. This will guide your new strategy.
  • Fully understand your core competencies and the competitive advantages that you can leverage. Update your SWOT Analysis and define your Technology Platforms & Core Competences. Core Competences are combinations of technologies, processes, know-how and expertise that are important to customers, provide unique or differentiated functionality, and represent where you are equal to or better than our competitor. These areas are more difficult to copy, so by underpinning your strategy with core competencies, you’ll achieve growth faster.
  • Develop opportunity lists and prioritize these based on size and level of difficulty. Use external and internal experts, brainstorm, and tap into your deep knowledge of the competitive space to develop opportunity lists. Then use a 3X3 prioritization matrix, based on the size of the opportunity and the difficulty of achieving it.
  • Evaluate partnerships, alliances, and acquisitions. There will likely be a significant amount of new partnerships and M&A activity as, unfortunately, some competitors may not survive. Partnerships could help you be more efficient, grow your customer lists, enhance your supply chain, provide access to other geographies, and build or add to your current competencies. These partnerships will not necessarily require cash and could take many forms, such as equity, a commission basis, or part cash, stock, or commission.
  • Develop a simple strategy map to define the four to six key external strategies for the company. This will become the “box-top” for your strategic direction and should include your vision, financial goals, what you need to execute externally, and what resources and capabilities you need internally. Business segments, geographies, and functions will then determine what they need to do to support the company strategy.

In Conclusion

Ultimately, this story of this disruption isn’t over yet. Despite this, businesses are starting to look at the emerging trends impacting them and begin planning for the future.  There will be no one-size-fits-all solution, but we’re confident that the insights and recommendations we’ve provided here can serve as a valuable guide.

Wondering how to personalize and prioritize these recommendations for your business? We’re here to help and have the resources and expertise to provide counsel on the full picture of your business. Complete the form below to get in touch with us!

While models and predictions abound, no one can say with certainty what impact the virus will have on people and society.


In a recent &Marketing webinar we dove deeper into the resulting business trends from COVID-19 and the necessary actions mid-market companies should take to build and sustain long-term growth. Watch the entire webinar below!

About the Authors

Rahul Kapur has 40+ years of successful business experience spanning a variety of areas. As a business consultant, he provides companies of all sizes with his expertise in strategy development, M&A, new products & innovation, and data analysis and modeling. His experience includes Unilever, Dow Chemical and Aearo Technologies (now 3M). He is Managing Director of Icon Investment Partners, Chairman of Guilford Group, Managing Member of Ark Capital Investments, LLC, and Senior Advisor for &Marketing, Crossroad Transactions, and Quest Safety Products, as well as on the boards of several start-ups.

Robert Olsen is a Marketing Expert, Speaker and Consultant with a unique combination of Management Consulting and C-suite experience in chemicals and life sciences.  He is an experienced Chief Marketing Officer, and has also served as Corporate Marketing Director at DuPont and a Strategy and Operations Consultant at Deloitte.  Robert helps companies grow, utilizing his expertise in marketing, sales, and innovation to navigate major changes and new programs including M&A, brand building, and culture transformations. Robert is passionate about creating a better customer experience and employee culture to drive business results.

Rajat “Raj” Kapur is the founder and Managing Director of &Marketing. He strives to provide growing businesses of all sizes unparalleled marketing strategy and execution services. Raj brings two decades of professional experience in marketing, sales, and strategy development experience spanning B2B and B2C Fortune 50, mid-sized, and startups.

About &Marketing

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

Webinar Recap: Coping With Coronavirus: Mental Health, Remote Work Challenges, and Leading Through Uncertainty

Webinar Recap: Coping With Coronavirus: Mental Health, Remote Work Challenges, and Leading Through Uncertainty

Webinar Recap: Coping With Coronavirus: Mental Health, Remote Work Challenges, and Leading Through Uncertainty

Written By


The world is in the midst of an unprecedented situation right now as we face the coronavirus pandemic. While battling extreme emotional changes, most people are also experiencing a drastically different work environment.

In an effort to help our community navigate the complex impact of this global health crisis, our Founder, Managing Director, and remote work expert, Rajat Kapur, teamed up with psychologist and mental health expert, Dr. Andrea Delligatti, for a free webinar to share ways to cope with stress, adjust to remote work environments, and lead through the uncertainty of this troubling time. Given that &Marketing operates remotely 24/7/365, we know a lot about how to productively work from home, so we were thankful for an opportunity to pass on some practices that work well for us.

Taking Care of Your Mental Health

During the webinar, Dr. Delligatti described some of the common effects that a crisis can have on our mental health, including anxiety, obsessive thinking, compulsive behavior, and sleep and appetite disturbances. If you are experiencing any or all of these effects, she recommended a few ways to combat them:

  • Be aware of the symptoms of stress. Remember, what you’re feeling is common under these circumstances. 

  • Articulate your stress. Say how you’re feeling out loud. Use the people around you (physically or virtually) who are the most helpful to you during times of stress. 

  • Take a break. Make time each day to consciously refocus your attention on something other than your work and the news. Take a walk, exercise, read, or meditate. Do whatever makes you feel most at ease. Give yourself “you” time.

  • Establish a new “normal.” Even though you’re not going into an office every day, you should still establish some sort of routine. The circumstances under which we’re living right now are not ideal – but it is our current reality – so it’s important to create structure and consistency. This will improve your focus and productivity.

  • Be thoughtful about your news intake. The media is inundating us with news about the crisis every hour of every day. To avoid this, take time away from your devices and televisions, and instead pick a few reputable sources to check a couple times during the day. Dr. Delligatti recommends the Centers for Disease Control (CDC), the World Health Organization (WHO), and state/county health departments.  

  • Seek professional help if needed. If your stress becomes debilitating or you have thoughts of self-harm, contact a medical professional right away for support and guidance. 

Staying Focused in Your Remote Work Environment

Raj, who has a decade of experience in leading remote teams, provided advice on how to best work from this new environment, and what leaders can do to lead their teams through these changes and help them stay motivated and connected.

  • Create a dedicated workspace. When working remotely, the lines can get easily blurred between your work life and your personal life. Having a dedicated work area – especially with a door and away from others in your household – will create a barrier.

  • Adjust your routine. Raj emphasized that this is not business as usual. It’s important to rethink how you interact with coworkers (we love virtual 1:1 meetings and team “happy hours!). This will require you to be more proactive about how you manage your schedule. 

  • Avoid distractions. To maximize productivity, block out portions of your calendar to do work and turn off email, messenger, and phone notifications.

  • Use video. Rather than only communicating via phone, incorporate video to increase the quality of your interactions with coworkers (Zoom, UberConference, Google Hangouts, Microsoft Teams, etc. are all great options!).

  • Offer flexibility. Everyone is going through this situation differently and juggling new work schedules and responsibilities (i.e. taking care of a child while working), so we need to be empathetic and enable flexibility. For example, if you can, let your teams know that the time at which they get their work done can be flexible to accommodate their needs.

To hear a more detailed discussion of these topics as well as a Q&A, we encourage you to listen to the full webinar here

Stay safe!

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

Assembling the Pieces: The Values That Shape Our Team

Assembling the Pieces: The Values That Shape Our Team

Assembling the Pieces: The Values That Shape Our Team

Written By


The &Marketing team is growing. We’re able to offer more services than ever before, in the same flexible and convenient system that’s been working for our clients so well for so long. With our expansion, we find ourselves in a position every business both envies and fears: how to maintain team integrity when the team is changing?

The answer is simple: shared values.

Our team is exceptionally and intentionally diverse, a talented group scattered throughout the country with, actually, very little in common on the surface. Scratch that surface, however, and you’ll immediately see that our team has been deliberately culled based on skill, yes, but also because we share core values.

Here are the shared values that make &Marketing tick:


We know that we reach our goals faster, better, and more efficiently when we work as a team—from the very beginning of each project. We may mostly work alone in remote locations, but we are never flying solo. Our noncompetitive, encouraging teammates are always maximizing each other’s strengths and jumping in wherever needed.  Sure, we use modern tools such as Slack and Trello to communicate and keep things moving, but for us, collaboration is a mentality that all of us together can produce a better result than any of us alone. It’s is the thread the ties all of our subsequent values together.

&Marketing’s diverse team embodies and continually fosters a collaborative spirit in everything we do, creating a cohesive culture that is a keystone to our success. Each person’s skill set is a like a puzzle piece – requiring others to complete the picture for our clients



Technology and its applications are changing by the minute, but at &Marketing, innovation means more than being tech savvy. We are always learning and applying fresh ideas on a daily basis, and the & team stays on the cutting edge to create value for our clients. We believe that taking risks, staying educated, and learning from every outcome inspires creativity.

Our team is constantly looking for sources of new ideas for successful campaigns. We’re willing to try new things and push the envelope. One of our internal metrics is to ‘celebrate’ and learn from failures so we can all get better without pointing fingers. To us, failure simply opens a door for new ideas.



True, we at &Marketing enjoy a flexible schedule that allows us to work wherever and whenever we want, simultaneously and beautifully meeting deadlines and making time for the demands and special moments of daily life. We work 9-5. We work at 2am. We take days off without guilt and come back stronger and more focused than ever. Our flexibility also shines with our clients—no two clients are the same, and we always customize our skills and offerings to the unique marketing needs each organization has. There’s nothing cookie cutter about us!

As a working mom, &Marketing allows me to do satisfying work but also have the flexibility to be there for my family. I am able to find time for both my personal and professional lives that fits the demands of my life goals.



What you see is what you get with &Marketing. We pride ourselves on honest communication, ethical standards, and quality work. Authenticity is not always easy; sometimes it means telling people things they don’t want to hear. For example: if we can’t complete a project to our high standards, we won’t take it on. And while we’re the first to encourage great ideas, we’re not afraid to tell clients and teammates when their idea is… well, maybe not so good. Honesty is always the best policy!

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

Three Ways to Monitor & Maintain Your Paid Search Account for Maximum Results

Three Ways to Monitor & Maintain Your Paid Search Account for Maximum Results

Three Ways to Monitor & Maintain Your Paid Search Account for Maximum Results

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These days, all the kids are using Paid Search, especially when you consider that businesses make an average of $2 in revenue for every $1 they spend on Google Ads. It still doesn’t touch email marketing’s ROI though, that’s a topic for another day!

Yet even though Google (and I guess Bing) make it easy to setup and run paid search campaigns, often times people think if you build your paid search account and campaigns, the money will come…without maintaining and monitoring the field. Unfortunately, that’s just not the way the world works.

Lucky for you, &Marketing has put together 3 easy tips for how you can easily manage and maintain your paid search account so that it’s always firing on all cylinders.

1. Review Your Keywords and Search Terms for Each Campaign… Make It a Routine

Take a look at all the keywords you’ve selected for your campaigns. Which ones are performing well, which ones are costing you money? Are any not showing your ads because of poor quality score? Perhaps you need to update your bids to have certain keywords show up on the first page or maybe you need to change your keywords match type from “Broad” to “Phrase” or “Exact.”

For more information on keyword match types, check out this handy article.

Regardless of what the data says, it’s important to regularly review the performance of your keywords as they will most greatly impact your campaigns.

Another option for keyword maintenance is to review the search terms for which your ads have shown up. Unless you’ve listed your keywords as “exact” match, chances are your ads have shown for search terms that aren’t currently listed as keywords in your campaign. This can be a good thing, as you may find search terms that are closely related to your campaign and ads. Also, you may find terms that are converting that you can not only add into your campaigns, but can also add to your ad and landing page copy.

However, this can also be a bad thing if your ads are showing up for a term that isn’t related to your business. For example, in a past life I was running ads for a company that created antennas for LTE and sub-GHz applications. We tried phrase matching with a modifier on the term antennas but still saw search terms for HD TV antennas, something we didn’t sell. It’s important to regularly review your search terms and mark any keywords that don’t apply, as negative keywords. Meaning your ads will never show for those terms.

2. Create new ads


Look at the ads that are converting and the ones that are not and create variants in new formats. Perhaps some ads need to be paused so your more successful ads are shown more. Be sure to try display and responsive search ads. Some people argue that display ads aren’t effective, but perhaps your product or service is better explained through visual means. Also, look at click through rates. Are any of your ads achieving high CTR’s, but aren’t converting? Why is there a disconnect? Does the ad not match the landing page? Try new headers and callouts, test them against high converting options and see if there is a difference in performance.

Another aspect to review is the tone of the ad. Does it match with what your audience is expecting? Some our clients use more informal, exciting messaging through their ads because their brand, their offerings, and their audience expect that. Others are more formal and proper, because that’s what their brand reflects.

3. Update your Account Structure


Can your keywords be grouped together into new ad groups to create more relevant ads or landing pages? Or is one ad group eating most of your campaign budget, therefore it could be given its own campaign? Maybe one campaign is doing very well in the United States, but not well internationally and you can split the two up.

Having an organized account structure will not only help with your quality score, but will ensure that your ads are shown to the right people at the right time. This article from Wordstream does a great job of breaking down the importance and basics of making sure your account structure is sound.

Google Ads is an incredibly powerful marketing tactic that should be in every Marketers toolkit, but it needs to be maintained and monitored. Follow these three simple steps regularly and you’ll have your campaigns consistently optimized for better results.

Have questions about Paid Search or your Google Ads campaigns? We’d love to help! Contact us today for a FREE review of your Google Ads account.

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.