Do you know that your organization can receive up to $10,000 a month for ads on Google?
Nonprofit organizations need to continuously find ways to promote their mission and connect with donors. In our capacity as a Google partner, we have seen the power of Google ads to help nonprofits reach new and established constituents and drive valuable website traffic, but some nonprofits on tight budgets may find that even a small ad spend is a strain. To help support nonprofits in their missions, Google offers special ad grants: up to $10,000 a month in free search advertising for qualifying nonprofits.
Benefits of Google Ad Grants for NFPs
Google Ad Grants can provide up to $10,000 in monthly advertising credit towards text-based ads that appear in Google Search results. There are many ways these ads can be used to help nonprofits improve their marketing efforts and boost their visibility.
- Appear on search to those seeking to connect with your cause or similar initiatives.
- Run ad campaigns for new projects or fund drives.
- Promote events, classes or share success stories.
- Encourage users to visit your website.
- Inspire users to sign up for events or volunteer opportunities.
Used strategically, the Google Ad Grant can be a powerful tool for nonprofits to build awareness and attract new supporters.
Who is Eligible for a Google Ad Grant?
To be eligible, nonprofits must be registered as a 501(3)(c) organization and have a website that serves the organization’s mission. You must also have an SSL certificate on your website and agree to Google’s Ad Grant required certifications. There are some exclusions to eligibility, such as educational institutions, who can apply for other types of grants from Google.
Applying for a Google Ad Grant
Once you have confirmed your organization’s eligibility, visit Google for Nonprofits to start the verification process, which can take up to 14 business days. Once you are verified, you will be eligible to activate your Google Ad Grant account and begin running search ads.
Include popular and relevant keywords in your headlines to increase your ad strength and boost performance.
Preview of Google Grant Search ad for Music Mountain Theatre.
Purchases Can Be Accepted Conversions for Google Ad Grant Accounts
Nonprofits can use their Google ads to promote sales, depending on the organization. For example, many theaters are nonprofits, but they sell tickets to their performances. Selling tickets to shows, subscription packages or classes is permitted with the use of the advertising grant.
Google Ad Grant Limitations
While the grants offer many free benefits, they also come with some limitations and conditions. A basic knowledge of keyword research and implementation and an understanding of Google Analytics are necessary to create and monitor ad campaigns. In addition, running the ads comes with more requirements than a regular Google Ads account.
Budget Restrictions
Though $10,000 a month is a healthy budget, the daily spend limit of $329 may not be sufficient for large-scale organizations or campaigns. It will likely be more than enough for smaller organizations.
Click-through Rate Requirements
Google Ad Grants require each account to maintain a 5% click-through rate (CTR) each month to remain eligible for the program, which can be challenging for many nonprofits, especially if you are unfamiliar with managing ad campaigns.
Google Ads will help you monitor your click-through rate (CTR) to stay in compliance with the grant’s requirements.
Limited Direct Support
Google Ad Grants accounts do not come with dedicated customer support, so some experience managing Google Ads is necessary to truly optimize a campaign.
An External Team Can Help Optimize Google Ad Grants
Understanding how to modify content, analyze results and comply with Google’s specifications can be a complex and time-consuming task for in-house staff, potentially outweighing the opportunity the grants provide. Using an external team with nonprofit digital advertising expertise will enable you to take full advantage of all the possibilities these grants present.
Trillion Helps NFPs Manage Google Ad Grants
Google Ad Grants can be an invaluable opportunity for nonprofits. With the right keyword selection and management, and experience with Google analytics and requirements, the grants can help nonprofits run some very effective search campaigns. Trillion’s digital advertising expertise and our status as a Google partner can help you get and optimize a Google Ad Grant. They are a terrific way to broaden your constituency and advance your mission. Give us a call at 908-219-4703 or inquire about our success with digital ad campaigns.
