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Google’s Ad Grant for Nonprofit Organizations
Everything You Need to Know
Nonprofits often work with tight budgets, since most of their funds come from donations. A challenge for a non-profit organization of this type will be its commercialization: how can it reach the largest number of people and at the same time spend most of its budget on real charity work? Well, the technology is here to help and this time it’s from the internet search giant Google. The Google Ad Grant program helps nonprofits use their AdWords digital advertising platform to increase the exposure of their website.
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What is Google Ad Grants?
Think of Google Ad Grants as the non-profit version of Google AdWords. And there is a simplified version of google adwords for non-profit organizations, Google for non-profit organizations in Australia, Google Grant Management the platform, as it retains all the functionality of regular AdWords. Google gives nonprofits a budget of $ 10,000 per month to advertise on the AdWords platform. This equates to around $ 329 USD per day.
So, if you run a non-profit organization and you want to increase the reach of your noble cause, the Google Ad Grants program seems like a pretty simple option, right?
Not at all, since Google has strict procedures through which it examines organizations to be eligible for its free advertising program. Of course, these strict guidelines are in place, so no one abuses the system, but it also places a significant obstacle for charities that do not have full digital marketing departments.
Google Ad Grants Eligibility Criteria
If you work in a non-profit organization and the Google AdWords program for nonprofits seems attractive, then you should consider the eligibility criteria that go with it.
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To be eligible for Google Ad Grants, an organization must:
- Keep a current and valid charity status in one of the approved countries: for example, in the United States, you must have a current status of 501 (c) (3). In Australia, you must be registered with your local TechSoup partner (Connecting Up) and validated as a non-profit organization.
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None of the following:
- Entity or governmental organization
- Hospital or health organization
- School, daycare, academic institution or university. Keep in mind that the philanthropic arms of educational institutions are still eligible.
- Recognize and accept the certifications required by Google Grant: these certifications describe the methods used to receive donations and the manner in which these donations will be used later.
- Have a website in operation that offers adequate details: the website should be fully functional and ideally should have some kind of mechanism to receive donations. You must also provide adequate information about your charity and its purpose.
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For Australian nonprofits, the requirements are:
- Organizations must be registered with ConnectingUp, the regional arm of TechSoup Global.
- Organizations must be a non-profit non-governmental entity that is exempt from income tax (ITE) as defined by the Australian Charities and Non-Purpose Commission (ACNC) and / or the Australian Tax Office (ATO) ).
How to Maintain Google Ad Grant Eligibility
Getting a Google ad grant can be quite challenging, especially for charities and nonprofits that do not have digital marketing resources in the company. However, getting a Google Ad Grant is only part of the challenge, as you must actively ensure that your eligibility is maintained by following the strict guidelines established by Google.
- All ads in your account must be linked to the non-profit URL as specified in your Google Ad Grant application.
- You must actively participate in your Google Ad Grant campaign, logging in at least once a month. If you do not comply with this rule, your account will stop without notification.
- The ads you put into use should reflect the purpose of your mission effectively. You can also sell products as long as you make sure that 100% of the proceeds go to support your non-profit organization.
- Your ads can not lead to a landing page on your site whose main purpose is to send visitors to other sites.
- Your ads can not offer financial products like credit cards or mortgages. Donations should be in the form of money, and not of goods such as cars, boats or property.
- Your website is not allowed to participate in Google AdSense or affiliate advertising links (such as Amazon Affiliates).
Violation of any of the guidelines mentioned above will result in your removal from the Google Ad Grant program. These guidelines can be changed at any time, so always stay updated.
Restrictions on Google Ad Grant Advertisements
Along with the eligibility criteria and guidelines for members, you must also establish rules for your Ad Grant advertising campaigns:
- Previously, Google had a maximum cost per click (CPC) limit of $ 2 USD, but that has been raised as long as you use your “Maximize Conversions” bid strategy. Under this strategy, Google will automatically measure the ideal offer for you through automatic learning, which will lead to optimized campaigns. In the past, Google Ad Grant members had to set really low bids due to the $ 2 USD limit, which resulted in fewer clicks.
- The daily budget is set at $ 329 ($ 10,000 USD per month).
- Your ads will only appear on Google.com, you cannot use search partners.
The real challenge with Google Ad Grants is that it will often be difficult for you to spend the monthly limit of $ 10,000 due to restrictions on ads and keywords. In addition, Google has a policy in which if you do not have a CTR (clickthrough rate) of at least 5%, your Ad Grant will stop.
Because of all the factors involved in administering a Google ad grant, it can be complex for non-profit organizations. Getting a Google ad grant is hard enough, but keeping it is the real challenge. That is why it is imperative that non-profit organizations employ qualified Adwords managers. Ideally, Google Adwords specialists who understand Ad Grant in an integral way to use it effectively. Sure, a good Adwords consultant will have a cost, but then the organization also receives $ 10,000 in free advertising money.
Of course, if the ads are running successfully, then the administration cost of Google Grant will be completely denied.
Aussie digital marketing works with several Australian non-profit organizations to help them set up and manage Google ad grants. Here is a Google Analytics screenshot of a NFP within a month after hiring our services:
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