Home / Blog
What is Google Ad Grants for Nonprofits?
Nonprofits often face resource challenges, especially when it comes to marketing and communication budgets. These resource constraints make it difficult for nonprofits to gain visibility. So, what options do nonprofits have to overcome this? The answer lies with Google. In 2003, they created the philanthropic program, Google Ad Grants.
This program is designed for nonprofit organizations (NPOs) and offers them an opportunity to be more visible. Google provides eligible nonprofits with $10,000 USD per month in free advertising to help them achieve their goals.
In this article, discover what Google Ad Grants is and how to be eligible. We will also see how this can help you better reach your communication and marketing goals.
What is Google Ad Grants?
Google Ad Grants is a philanthropic initiative by Google, launched in 2003. It provides nonprofit organizations with a monthly advertising credit of $10,000 to run ads on the Google Search Network. This program operates similarly to Google Ads but with some specific requirements. Some of these criteria include:
– Click-Through Rate (CTR)
– Use of relevant, non-generic keywords
– Quality score
– Website security
Ads run through Google Ad Grants appear in Google’s search results, just like the ads you see at the top of Google’s search results.
What are the Eligibility Criteria?
To benefit from the Google Ads Grants program, your nonprofit must meet several eligibility criteria. These criteria vary slightly depending on the country. Here’s how it works in the context of France:
1- Nonprofit status: Your organization must be registered as a nonprofit in France. This includes organizations registered under the law of 1901.
2-Enrollment in Google for Nonprofits: Your organization must be enrolled and accepted into the Google for Nonprofits program, which also provides other benefits like free access to Google Workspace.
3-Compliance with Google Ad Grants policies: Your website must be of high quality, with substantial and relevant content. It must be secure (HTTPS), free of commercial advertisements, and must not contain links to profit-driven sites. Additionally, your site should reflect your mission and provide an optimal user experience.
4-Commitment to active use: You must actively use your Google Ads Grants account. This includes logging into the account at least once a month and regularly updating your ad campaigns. It is also important to maintain a click-through rate (CTR) of at least 5% each month to continue benefiting from the program.
A Simple Guide to Google Ad Grants Eligibility
Here, our goal is to explain the various phases of the process to qualify for the program. To access this program, it is crucial to understand and follow the eligibility steps. Here is a simple guide to help you navigate the registration process.
Step 1: Verify your Nonprofit Status
To be eligible for the Google Ad Grants program, your organization must:
– Be registered as a nonprofit organization in your country. In France, this means being registered under the law of 1901.
– Have an official registration number.
Step 2: Enroll in Google for Nonprofits
Your organization must be enrolled and accepted into the Google for Nonprofits program. Here’s how to proceed:
1- Create a Google account: If you don’t have one already, create a Google account with your nonprofit’s official email address.
2- Sign up for Google for Nonprofits: Go to the Google for Nonprofits website and click “Get Started”.
3- Validate your organization: Follow the instructions to verify your organization’s eligibility through Benevity (a validation partner of Google). This step may require registration documents and information about your nonprofit.
Step 3: Create a Google Ads Account
Once your nonprofit is approved by Google for Nonprofits:
1- Create a Google Ads account: Go to Google Ads and sign up. Make sure not to enter any billing details during registration.
2- Set up your account: Use your nonprofit’s information and select the appropriate settings for your organization.
Step 4: Submit Your Website for Review
Your website must meet certain quality criteria:
1- Substantial and relevant content: Your site should provide clear information about your mission, activities, and how people can engage or support your cause.
2- Security: Your site must be secure (HTTPS).
3- Absence of commercial advertisements: Your site should not contain commercial ads or links to profit-driven sites.
Step 5: Accept and Comply with Google Ad Grants Policies
To continue benefiting from the program, you must adhere to several policies:
– Active account use: Log into your account at least once a month and regularly update your campaigns.
– Performance criteria: Maintain a click-through rate (CTR) of 5% or higher each month.
– Use of relevant keywords: Avoid generic keywords and use terms specifically related to your mission.
Step 6: Apply for Google Ad Grants
After completing all the previous steps:
1- Apply for Google Ad Grants: Log into your Google for Nonprofits account, go to the Google Ad Grants section, and click “Apply”.
2- Submit your Google Ads account: Provide the required information and submit your account for review.
3- Wait for approval: Google will review your application and notify you by email once your account is approved.
Step 7: Launch your Ad Campaigns
Once your account is approved, you can start creating and launching your ad campaigns:
– Set your objectives: Decide whether you want to increase donations, recruit volunteers, promote events, or raise awareness for your cause.
– Choose keywords: Select keywords that are relevant and specific to your mission.
– Create compelling ads: Write clear and engaging ads that encourage users to take action.
– Monitor and optimize: Use Google Analytics and Google Ads reporting tools to track the performance of your campaigns and optimize them accordingly.
By following these steps, your nonprofit can fully benefit from Google Ad Grants and maximize its online impact.
The Importance of Hiring Ads Specialists for High Performance
The Google Ads Grants program is a valuable opportunity, but maximizing its impact requires expertise in managing ad campaigns. Hiring Ads specialists can help you optimize your campaigns by selecting the right keywords and creating compelling ads.
Collaborating with experts ensures a significant return on investment and allows you to fully benefit from the program. Ultimately, Google Ads Grants can transform your communication and marketing strategy, and professional help can ensure you get the most out of it.
For more information, feel free to contact us. Our experts will help you implement your strategy to achieve a high ROI.
Popular articles
Discover our customer’s favorite blog post
