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When Capacity Canada redesigned its website for a launch it brought in Evergreen Digital Marketing to help draw visitors to its pages.

Websites, like tourist towns, are lonely places without visitors.

So when Capacity Canada redesigned its website for a launch in February 2011, it brought in Mark Hallman of Evergreen Digital Marketing to help draw more visitors to its pages.

“We wanted to make sure we were seen,”says Andrew Wilding, Capacity Canada’s director of operations. “I was looking for somebody who specializes in the Google Ad Grants program, and Mark stands out in that way.”

Formed in 2008, Capacity Canada helps other non-profit agencies strengthen their administrative and board-governance skills. Hallman helped the organization get more out its Google Ad Grants account.

Google Ad Grants is similar to Google AdWords, the fee-per-click, search-engine marketing opportunity Google offers to businesses.

AdWords picks up on the keywords typed into a Google search and displays advertising relevant to those words in the paid sections at the top or side of the results page. Google Ad Grants gives the same advantage to non-profit organizations, offering up to $10,000 a month of free advertising through the Google for Nonprofits program.

When a web searcher types in “board governance,” a Capacity Canada ad appears in the paid section at top or side of the page.

Google Ad Grants, says Wilding, gave Capacity Canada a “huge bump”in web visits —from visitors around the world. But mastering Google Ad Grants and wringing the most out of the program isn’t as easy as it sounds.

“That’s one of the hardest parts —being able to think of those keywords to influence someone to come to your website,”Wilding says. “Mark took care of all that.’’