Google Ads Grants: Make Your Impact Today

18 Feb Google Ads Grants: Make Your Impact Today

What is Google Ad Grants?

Google Ad Grants is a program that gives up to $10,000 in free Google Ads advertising to eligible nonprofits. The Google Ad Grants program helps nonprofits reach new audiences online and expand their impact globally. Google Ad Grants can be used to promote a nonprofit’s website, events and programs, and drive traffic and conversions.

Eligibility and Application

• To be eligible for Google Ad Grants, nonprofits in Australia must be:“Registered with one of: (i) Australian Charities and Nonprofits Commission (ACNC), (ii) hold Deductible Gift Receipt status with the Australian Taxation Office (ATO), OR (iii) be income tax exempt not-for-profit organisations as defined by the ATO.” Google Non Profits Q&A

• Nonprofits can’t be hospitals, schools or governmental institutions.
• Nonprofits must meet certain eligibility requirements including a website and a clear mission.
• The Google Ad Grants team reviews the submitted websites to approve them.
• To apply for Google Ad Grants, nonprofits must sign up for Google for Nonprofits and complete the Ads registration and approval process.

Google for Nonprofits and Website Requirements

• Google for Nonprofits is a program that gives nonprofits access to Google’s advertising tools such as Google search ads.
• To be eligible for Google Ad Grants, nonprofits must have a website that meets Google’s requirements.
• Once approved for Google for Nonprofits, create a basic Google Ads account to start managing your ad campaigns.
• The website must have a clear and concise description of the nonprofit’s mission and goals.
• The website must also have a list of the nonprofit’s services and a link to the nonprofit’s website.

Setting Up Your Google Ad Grant Account

Setting up your Google Ad Grant account is a simple process that requires basic information about your nonprofit organization. Here’s a step by step guide to get you started:

1. Create a Google for Nonprofits account: If you haven’t already, sign up for a Google for Nonprofits account. This will give you access to a range of Google tools and services, including Google Ad Grants.
2. Verify your nonprofit status: Google will need to verify your nonprofit status before approving your Ad Grant account. You’ll need to provide documentation.
3. Create a Google Ads account: Once your nonprofit status is verified, you’ll need to create a Google Ads account. This will be the account where you’ll manage your Ad Grant campaigns.
4. Apply for the Ad Grant program: After creating your Google Ads account, you’ll need to apply for the Ad Grant program. You’ll need to provide some basic information about your organization and agree to the program’s terms and conditions.
5. Set up your Ad Grant account: Once your application is approved, you’ll need to set up your Ad Grant account. This will involve creating ad groups, setting up keywords and configuring your ad campaigns.

By following these steps, you’ll have your Google Ad Grant account set up and ready to help your nonprofit reach new audiences and achieve its goals.

Google Ad Grant Management

Google Ad Grant account management is a full-time job and nonprofits often turn to professional consulting agencies to manage their Grant accounts.

To maximize the impact of Google Ad Grants, nonprofits should create valuable and promotable website content.

Nonprofits should measure campaign performance and track conversions.

NFPs should optimize their landing pages and understand their audience.

Creating Effective Ads

• To create effective ads, nonprofits should focus on generating traffic.
• Nonprofits should use long-tail keywords in their Google Ad Grants strategy to increase the chances of their ad being seen.
• NFPs should also use negative keywords to eliminate searches from people who aren’t looking for their organization or their programs and services.
• Create ad groups that target specific keywords and demographics.

Measuring and Optimizing

• To measure and optimize, nonprofits should track conversions, such as donations, sign-ups and volunteer registrations.
• Nonprofits should use Google Analytics to track their conversions and monitor their performance.
• Thorough keyword research is crucial to understand the target audience and optimize ad performance.
• Nonprofits should use this data to make changes to their campaigns and improve results.
• NFPs should also experiment with different ad titles and copy to improve CTR.

Compliance and Avoiding Suspension

To maintain compliance and avoid suspension, nonprofits should follow Google’s rules and guidelines.

To avoid suspension, nonprofits must adhere strictly to Google’s policies and guidelines. This involves ensuring that all advertisements are compliant with Google’s advertising standards, which include avoiding prohibited content, adhering to ad format and quality requirements, and maintaining transparency in ad messaging. Nonprofits should regularly review Google’s updated policies to stay informed about any changes that could affect their ad campaigns. Additionally, it’s crucial to regularly monitor ad performance and make necessary adjustments to align with best practices, such as using appropriate keywords, ensuring valid conversion tracking, and avoiding overly generic keywords that may lead to irrelevant clicks. By maintaining a proactive approach to policy compliance, nonprofits can safeguard their Google Ad Grants account and continue to leverage this valuable resource for their outreach efforts.

*Nonprofits should seek professional advice if unsure about how to maintain compliance.

Google Ad Grants for Nonprofits

• Google Ad Grants can help nonprofits increase website traffic and reach more people by using targeted ads. Choosing the right keywords is key to optimizing Google Ad Grant campaigns so the ads show in relevant searches and attract the intended audience. This approach leads to higher engagement and more meaningful interactions with potential supporters.
• Help nonprofits promote their events, programs and services and drive conversions and achieve their overall goals. By using Google Ad Grant funds strategically, nonprofits can run multiple ad campaigns at once, usually three to five, to align with their core goals. This multi-campaign approach allows for tailored messaging that resonates with different segments of their audience and maximizes the impact of their outreach.
• Google Ads for NFPs is an opportunity for nonprofits to build brand awareness and position themselves as thought leaders in their field. By consistently delivering informative and engaging content through their ads, nonprofits can be seen as authorities on relevant topics and enhance their credibility and trustworthiness. This attracts new supporters and strengthens relationships with existing ones, creating a community of passionate advocates for the cause.

Work with a Google Ads Professional

• Nonprofits should consider hiring a professional to manage their Google Ad Grants account to make sure they are getting the most out of their ad campaigns. Managing a Google Ad Grants account requires a deep understanding of the platform and the ability to align campaigns with the nonprofit’s goals.
• A professional Google Ads manager can help nonprofits optimize their campaigns by conducting keyword research, setting up targeted ad groups and using ad extensions. They can also craft compelling ad copy that resonates with the target audience and drives engagement.
• The Google Ad Grants team manages accounts and recommends certified Google Partners to ensure compliance and effectiveness. These partners can provide valuable insights and strategies that align with Google’s best practices so the nonprofit’s campaigns are compliant and impactful.
• A professional Google Ads manager can also help nonprofits maintain compliance and avoid suspension by monitoring account performance, making adjustments and staying up to date with Google’s policies. This proactive approach not only safeguards the nonprofit’s ad grant but also enhances overall digital marketing efforts.
• They can also offer advanced analytics and reporting services, giving nonprofits detailed insights into their ad performance. This data-driven approach allows nonprofits to make informed decisions, refine their strategy and achieve better results from their Google Ad Grants.

Conclusion and Next Steps

Google Ad Grants is a great way for nonprofits to reach new people and drive conversions. Use the grant to promote your website, events and programs. The goal of search ads is to drive traffic to nonprofit websites, increase visibility in Google search results and connect people with causes.

Track and adjust as needed to get the most out of the grant. Consider hiring a professional to manage your Google Ad Grants account.

We would love to hear about your NFP and how it is going to change the world. Contact us to see how we can help.