Google Ad Grants is the innovative digital philanthropy program created by top search engine Google that offers eligible nonprofits up to $10,000 per month to spend on search advertising.
Qualified nonprofits may use the monthly allocation to promote their cause, increase awareness about their mission, and raise the support they need, minus the worry of advertising expenses eating away at their already limited budgets.
Over 115,000 nonprofits from more than 50 countries have benefited from Google Ad Grants since it began in 2003. And the number of Ad Grant beneficiaries continues to grow.
Apply for Google Ad Grants today. Because your cause deserves to be seen and heard by the right people.
How to Apply
Step 1 – Set up a Google for Nonprofits account
Go to Google for Nonprofits and click “Get Started” to request for an account.
Answer the series of questions to determine your nonprofit’s eligibility for the program.
Review the Eligibility Guidelines to find out if your organization is eligible for a Google for Nonprofits account.
Step 2 – Wait for verification.
Google for Nonprofits works with Percent, its validation partner, to confirm and verify your organization. Review and verification may take 2-14 business days. You will receive an email informing you once the process is complete.
Step 3 – Activate Google Ad Grants
Once verified, log in to your Google for Nonprofits account to activate your Google Ad Grants. This activation is an application to the Ad Grants program.
Learn more from the Google Ad Grants Activation Guide.
Step 4 – Submit Activation
Upon submitting the activation, the Google Ad Grants team will review your application and send you an email invitation upon approval.
Step 5 – Fill out Ad Grants eligibility form
Complete and submit the Ad Grants eligibility form then return to the Google for Nonprofits homepage to verify that you’ve completed the form and activate your grant to submit your organization for review. It takes about three (3) business days to review your activation. You will receive another invitation email to finally access your Ad Grants account.
Rules to Remember
Billing
Under no circumstances should you add card details to your Google for Nonprofits Ad account. When asked to add billing information scroll to the bottom of the page and select “Do this late”, “Skip for now”. If card details are added this will permanently turn the account into a Google Ads paid account and you will need to start the process from scratch.
Target Keywords
Use specific keywords that are relevant to your nonprofit’s mission. Regularly review your lists of keywords and update them accordingly to improve ad effectiveness.
Target Language and Geotargeting
Ads should be in the primary language of your target audience and must be set to show only in areas where your nonprofit operates.
Ad Content
Ensure ad content focuses on your nonprofit’s mission, programs, and services. Avoid product or service promotion and always adhere to Google’s advertising policies.
Click-through Rate
Maintain, at least, a 5% click-through rate to ensure ad relevance and engagement. Keep in mind that more than two consecutive months of low CTR could result in the suspension of your account.
Tracking Conversions
Execute conversion tracking to measure the ad impact, particularly on donations, volunteer sign-ups, and similar important actions. Ensure your landing pages have a clear call to action.
Account Management
Routinely log into, review, and optimize your Google Ads account to maintain active account management. Not logging in for 30 days may result in account suspension.
Ad Grants Program Policies
Get familiar with and keep updated with the Google Ad Grants Program Policies to ensure compliance and avoid violations that may lead to an account suspension or termination (for repeated violations).
Our Opinion
Should You Do It Yourself or Let a Professional Do It?
In our opinion, this is a question of Experience, Time, and Cost.
If you want to learn, the best teacher is Google. Start here www.skillshop.withgoogle.com but know that Ad Grants is only for Search, not Display Ads or any others.
Some nonprofits ask volunteers to set up and train their in-house staff. In our opinion, this will not be as good, take longer, and is doomed to fail.
We believe you should look for someone certified in Google Ads and Google Analytics with several years of experience in managing and optimizing five (5) to 10 accounts. Dedicated time is necessary for Ad Grants to achieve results.
What if you could find an experienced consultant that would cost the same as an in-house staff but achieve much better results? Now, what if the cost was actually much less?
We know consultants that will charge $500 per month and others that will charge $150 per month with the first month at no charge.
If you are interested in a referral to an experienced but inexpensive professional or company, please submit the form below.
Referral
If you are interested in a No Obligation referral to an experienced but inexpensive professional or company, please submit the form below.
