Google Ad Grants for Nonprofits
Updated: Dec 4, 2021
How you can get $10,000 per month of FREE Google Ads as a 501(c)(3)
What Are Google Ad Grants? Google Ad Grants provide $10,000 each month of free Google Ads advertising on Google search result pages to eligible nonprofit organizations.
Google Ad Grants work just like Google Ads online advertising, by displaying your message to people who are searching for nonprofits. If you’re a qualifying nonprofit, you’ll receive $10,000 per month in in-kind Google Ads advertising. There are two important steps to getting your AdWords campaign up and running with Ad Grants:
Signing up with Google for Nonprofits
Setting up your AdWords account and campaigns properly
The platform is exactly the same for nonprofits and for-profits. However,
the process for setting up your nonprofit campaign takes a bit more than sw
itching your campaign from “Paused” to “Enabled”. Below is a timeline estimating how long the approval process can take, and a detailed list of the steps and warnings to ensure a smooth setup process.
What is the Google Grant Advertising Program? The Google Ad Grants program provides nonprofit organizations with the opportunity to place free advertising on Google. The program provides qualified organizations with $10,000 a month in Google Ads spending to advertise their mission and plans on Google. To qualify, companies must complete the application process, and to retain funding, they must adhere to program details. If you work for a non-profit organization, you may find this intriguing. Before you apply, check to make sure your nonprofit is eligible. Here are the qualifications: • Have a current valid charity status (for example, in the United States, you must have a current status of 501(c)(3) • Acknowledge and agree with Google Grants, including how to receive and use donations received from Grants (we will go into more detail) • Build a website that both operates and provides detailed information about your nonprofit organization
Unsuitable organizations for Google Grants: • Government entities and organizations
• Hospitals and medical groups • Schools, nurseries, academic institutions, and universities (qualified as charities for educational organizations). Please note that Google does have a similar program for educational institutions (http://www.google.com/edu/).
How to Maintain Eligibility for the Google Grants Advertising Program
With Google funding, the tricky part is maintaining it. So how do you stay qualified? • All ads in your account must link to a non-profit URL approved during your application process. • Log in to this account every month to actively participate in Google Ads management. If a non-profit advertiser with Google Grants is not logged into their Google Ads account, the account will be suspended without notice. • Your advertising must reflect the mission of your nonprofit. As long as 100% of the revenue goes to support your plan, you can promote the product for sale. • Ads you create cannot point to pages that are primarily used to attract visitors to other websites. • Your ad cannot provide financial products, such as mortgages or credit cards. Your ad cannot also ask for donations in the form of commodities, such as a car, boat, or property donation. Keywords related to this event are also not allowed. • Your site cannot display ads from Google AdSense or other affiliate advertising links when participating in Google Grants.
Google states that any violation of these guidelines may be removed from the program. They also reserve the right to supplement or modify these eligibility criteria at any time.
Google Grant Program Details & Restrictions Now that we have a detailed understanding of what you need to be able to do as well as what you can and cannot do, let’s dive into the details of Google Ads marketing for nonprofits. Google Grants recipients can receive free Google Ads, but they can only show their ads on Google. If you are chosen to receive funding from Google Grants, you will create and manage your own Google Ads account, similar to paying advertisers. This means you will have control over your Google Ads account, and Google won’t manage that account for you. However, there are some restrictions. First, you need to set your daily budget to $ 329 ($10,000 per month), and your keyword's maximum CPC cannot exceed $2.00. Also, your ads can only show on Google – you can't use search partners, and you can't qualify for the Display Network because you can only show on Google with text ads. Therefore, with these restrictions, managing a PPC account can be somewhat difficult. The biggest part of Google Grants is money, and you lose money if you don't use it. As a result, some people will struggle to find a way to spend $ 10,000 per month. If you want to spend some time, next we'll discuss some basic optimization suggestions.
Why Should a Nonprofit Organization use Google Ad Grants?
With a free budget of $10,000 per month, you will be able to take advantage of its powerful advertising features to provide you with extraordinary opportunities to shap
e, refine and expand the impact and mission of your nonprofit organization. At the most basic level, you now have a budget to run some good old-fashioned donation ads. Without all the networking features typically involved in traditional donations, these revenues could be substantial.
When choosing keywords, be sure to choose relevant terms and match types (we'll cover that later). You will not only spend money but also want to make sure you stay competitive. When you have only a $2 maximum CPC, it is difficult to compete with keywords that usually cost $6, which means you will have to be creative, use long-tail keywords, and need some innovative ideas. Similarly, you can even choose other keywords that are relevant to your business to help drive more traffic. (Think of the example above, not only for monetary donations but also for volunteer opportunities.) Make sure you don't have too many restrictions on the type of match. Again, you need to spend this budget and spend it in a way that benefits your organization. Broad match types will give you a lot of impressions and potential clicks. This will also allow you to do more searches. For example, if you are a nonprofit organization that wants to receive donations through paid search jobs only, you may find that the crowds you receive are looking for help to your nonprofit organization. Is this bad? No, it may not be exactly the same as your marketing audience, but this is also spreading awareness of the organization. You can still find the keywords you want to use on phrases and exact matches, and use them, but make sure they are the highest CPCs that can handle up to $2 and still be competitive.
Bottom Line: It's Free Money for Your Non-Profit With a free budget of $10,000 per month, you will be able to take advantage of its powerful advertising features to provide you with extraordinary opportunities to shape, refine and expand the impact and mission of your nonprofit organization. At the most basic level, you now have a budget to run some good old-fashioned donation ads. Without all the networking features typically involved in traditional donations, these revenues could be substantial. You can also advertise, find speech opportunities, social media engagement, volunteers, subscribers; the list is almost endless. You can even use your budget to directly promote your nonprofit's products and merchandise, as long as the revenue goes to your organization's business.
At the end of the day, this is an amazing program by Google. Click here to learn more.