Introducing Google Ad Grants. Google Ad Grants is the nonprofit edition of AdWords, Google’s online advertising tool. Google Ad Grants empowers nonprofit organizations, through $10,000 per month in in-kind AdWords™ advertising, to promote their missions and initiatives on Google.com
What Exactly Is Google Ad Grants?
The Google Ad Grants Program gives nonprofits the chance to advertise on Google AdWords at no cost whatsoever to your nonprofit. This amazing program gives qualified organizations $10,000 per month (yes, you read that correctly) in AdWords spend to be used to promote their missions and initiatives on Google.com. To qualify, Non Profit companies must go through Google’s application process, and to keep the grant they must abide by the program details.
Google Ad Grant recipients receive FREE AdWords advertising to display your ads on Google.com. If you are lucky enough to have been selected to receive a Google Grant you will need to build and manage your own AdWords account similar to paying advertisers (or have our company handle your campaign on your behalf). To be 100% clear, Google will not be managing it for you. You or your representative must manage the account. Not a bad price to pay for $10,000/month in free advertising. ;-)
There are some restrictions however…
- Set Daily Budget – Your daily budget will need to be set at $329 ($10,000 per month) and you cannot have keywords with a Max Cost Per Click of over $2.00.
- Your ads can only appear on Google.com – you cannot use Search Partners and since you can only be on Google.com with text ads, you are not eligible for the Display Network (a program in Google where your ads can be shown on participating partners’ websites).
With these restrictions its conceivably more difficult to manage a Google Pay Per Click account.
The biggest part of Google Grants is the money, and if you don’t use it, you lose it. Due to this important factor, you may have a hard time finding a way to spend the $10,000 per month. If you’re struggling to spend your granted money, there are some advanced considerations my team and I can go over with you.
If you work at a non-profit and you would like to tap into the power of this program there are some things you need to know. Before you apply, check to ensure your non profit is eligible for the Google Ad Grants program.
Here are the qualifications:
To be eligible for Google Grants an organization must:
- Hold current and valid charity status (for example, in the US you must have a current 501(c)(3) status)
- Acknowledge and agree to Google Grant’s required certifications regarding how to receive and use donations obtained from the grant (we will go into more detail)
- Have a website that is both functioning and provides adequate detail on your nonprofit
The following organizations are not eligible for Google Grants:
- Governmental entities and organizations
- Hospitals and medical groups
- Schools, childcare centers, academic institutions and universities (philanthropic arms of educational organizations are eligible).
Click here to watch a short video I made introducing you to this awesome program:
If You Get Approved – Here’s How To Keep Your Eligibility For Your Google Ad Grant
Once you’ve jumped through the necessary hoops to get your Google grant, keeping it can be an entirely different game to play.
Here are some tips to help you KEEP what you worked so hard to get:
- Where you link matters – All the ads in your account must link to the nonprofit URL that was approved in your application process.
- The Account Must Be Managed – This is very important. You must be be proactive in your AdWords management by logging in to the account regularly. If a nonprofit advertiser who has a Google Grant does not log into their AdWords account, the account is subject to being paused without notification.
- Support Your Mission – The ads you are promoting must reflect the mission of your nonprofit. You can advertise to sell products as long as 100% of the proceeds are going to support your program.
- Don’t Send Clicks Elsewhere – The ads you create cannot point to pages that are used to primarily send visitors to other websites.
- Careful What You Ask For – Your ads cannot offer financial products, such as mortgages or credit cards. Your ads also cannot be asking for donations in the form of large goods such as cars, boats or property donations. Keywords related to this activity are also not allowed.
- No Google AdSense On Your Site – Your website cannot display ads from Google AdSense or other affiliate advertising links while participating in Google Grants.
The Bottom Line in Keeping Your Eligibility – Google states that any violation of these guidelines are subject to removal from the program (aka you are kicked out of the club – no reentry allowed). They also reserve the right to supplement or amend these eligibility guidelines at any time.
This is a great program that give you $329 a day in Google Ads. This can go a long way for a Non profit and really help you get your message in front of the right people.
Google for Nonprofits members are eligible for Google Ad Grants. See below for how to get started.
What you’ll need to get started:
- A Google for Nonprofits account Nonprofit organizations in the United States, England, and Wales must be Google for Nonprofits members to qualify for Google Ad Grants. See Google Ad Grants availability in other countries here. If you don’t have a Google for Nonprofits account yet, sign up for one before proceeding.
- A correctly configured AdWords accountYou will need to submit an existing AdWords configured to receive Google Ad Grants. See Grants Account Creation Guide for instructions on setting up your AdWords account to receive Ad Grants.
- Your AdWords Customer IDSee here for instructions on finding your AdWords Customer ID.
When you’re ready to proceed, follow these steps to sign up for Google Ad Grants.
Sign in to your Google for Nonprofits account.
Make sure to sign in using your Google for Nonprofits administrator account. This is the account that you used when you applied for Google for Nonprofits. It may be different than the account you use to access the product in which you’re enrolling.
- Click the ‘Sign up now’ button.
- Click the ‘Enroll’ button beneath Google Ad Grants.
- Confirm that your AdWords account is configured correctly.See Grants Account Creation Guide for instructions on setting up your AdWords account.
- Enter your AdWords customer ID in the form field and complete the form.
- Click ‘Enroll’.
If you know anyone that is involved with a Non Profit please show them this message as it could really help them.
If you would like a Free consultation with our team to discuss how your Non Profit can use this amazing program to grow your business please email Kyle at firstname.lastname@example.org.
To your success,