is a tool Google uses to determine how your ad campaign compares to others. Then, create compelling ad copy that encourages people to click through to your website. What are the few things your organization wants people to do when they come to your website, and how will you know when they did so? As Nonprofit Tech for Good highlights, this amount can easily get you 60,000 new, targeted visitors for your website every year. In this guide, well cover the following foundational information about Google Ad Grants: Then, at the end of the guide, well provide a few tips to bring your Google Ad Grants strategy to the next level. Your eligibility for Google for Nonprofits is a must to ensure you get the Google Ad Grants. At Nonprofit Megaphone, we love to help people like you learn how Google Ad Grants could benefit your organization. before submitting your application for the Google Ad Grant: partners with businesses to verify the legitimacy of different nonprofits before providing discounted and free software and services to them. that your nonprofit can use to promote your mission and encourage supporters to take certain actions. Once approved, your nonprofit can start amplifying its landing pages through Google Ads. Every day, we work to build tools that help organizations of all sizes grow and be successful. With funding from the Google Ad Grant, your nonprofits site can appear highly on Google without costing you a penny. AFP Global spoke with Hurtado about Googles commitment to supporting nonprofits, the value of online marketing in fundraising and more. . While regular Google Ad accounts actually have to pay per ad click, Google Grant participants can display their advertisements for free. For example, a nonprofit with a mission related to protecting oceans might write an article explaining how beach clean-ups work and the positive impact they can have for the environment and people living nearby. In order to keep your grant, you must remain compliant with Googles rules. For example, lets say you want to purchase a pair of soccer cleats, so you conduct a search on Google. Well ensure that not only are you on top of your conversions but that you also are tracking the most useful opportunities. If you dont spend any money on the account for a certain period of time, your account may be deactivated. Vaccine recommendations are complex and fluid, making it difficult for providers and the public to keep up with the latest information. Google for Nonprofits Must-Have for Google Ad Grants, The Basics of Google Ad Grants for Nonprofits, 7 Best Practices to Ensure You Make The Most of Google Ad Grants, changed its grant account policies in early 2018, All applying organizations must be verified as nonprofit organizations by. In order to determine your progress, you need to track and measure data. Nonprofits can use Google Ad Grants to run paid ad campaigns. However, you might find searches like how to build a shelter for animals in your search terms. Once you have the Google Ad Grant, you want to hold onto it. Deliver on your promise and send visitors to specific pages based on the keywords used. The work you do matters the Grant ensures that your efforts are seen by as many people as possible. A healthy Google Ad Grant account requires. Pause or remove any irrelevant keywords that are overspending. Have questions or want to learn how to use Google Ad Grants? You get access to the following resources with Google for Nonprofits: But as a nonprofit, you must be eligible for Google for Nonprofits. Grant recipients can use these funds to bid on different cause-related keywords. Several small nonprofits serve large audiences and have the website content their target population is looking for. Ad Grants should be a part of a comprehensive digital strategy including email marketing, videos, display ads, social media, as well as paid search ads to expand whats working well in Ad Grants. Nonprofit Marketing Immersion: Ad Grants partners with university professors and their students who are studying digital advertising to help nonprofits without charge as part of their hands-on learning. Links Google for Nonprofits Eligibility Guidelines Ad Grants Website Policy Eligibility Requirements for Google Ad Grants Video: Introduction to Ad Grants Were here to answer your questions and help your nonprofit make the most of its grant. Weve put all the basics together here in our guide to Google Ad Grant management for nonprofits. , which add additional text below your ad, further promoting your organizations services. Google Grant managers from an agency like Getting Attention will ensure you get the most out of your grant by focusing on online conversions and driving measurable results for your organization. What Are Google Ad Grants and Who Qualifies for Them? To create easy-to-manage campaigns, make sure to: Base Each Campaign on Tightly Focused Ad Groups. Kiva uses YouTube to activate their community by encouraging fellows, volunteers, and users to share their stories. Let's see how Google defines its Ad Grants program: You can also choose keywords that more closely align with each campaigns purpose, as youll be able to narrow potential keywords based on the probable search intents of your intended audiences. Structure the website around key goals and ensure each webpage has a clear call to action. Are they signing up to volunteer? Learn how you can apply for and maximize this grant. You can view more case studies like these that highlight the effectiveness of skilled Google Ad Grant management here. Each campaign should have multiple ad groups that organize keywords under a common theme, such as the different sections or categories that appear on your website. Set up a Google Analytics account to track conversions and follow which ads drive the most users to take action toward advancing your mission and what messages drive the most engagement. However, if youve clicked on this guide, you may be wondering what exactly is a Google Ad Grant and are, unfamiliar with this game-changing opportunity. Demographics of your target audience including age, gender, parental status, or household income. With these tools, you can optimize your website to fit your goals like never before. To make the most of this opportunity, ensure that your website is Google Ad Grant ready, and stay up to date with Googles guidelines to remain compliant at all times. The Google Ad Grant renews monthly, and so it is important that you intentionally maintain your suitability for the Grant. To help organizations operating with limited resources and time make the most of Ad Grants, weve created self-serve resources like this online product training. How Can You Set Your Google Ad Grants Campaign Up for Success? However, now nonprofits can use Googles automated Maximize Conversions bidding strategy, which gets around the $2 limit. Fundacin Todo Mejora uses Google Ad Grants to intervene during moments of crisis for LGBT youth across Chile. Organize your keywords into general categories. Note: Starting mid-march 2022, Google has updated its sitelink extensions to help nonprofits engage more supporters with automated extensions and manage their ad extensions easily. Just as your nonprofit can encourage people to donate or volunteer, you can also use Google Ad Grants to promote other ongoing fundraisers, events, and activities at your nonprofit. Regardless of how great your ad is, it probably wont perform as well if it doesnt appear in the right locations. This fantastic Google program grants each qualifying nonprofit up to $10,000 per month in search ads shown on Google.com. Lets explore a few ways that nonprofit organizations can put Google Ad Grants to work for themselves in more creative and effective capacities. If your nonprofit organization has an established web presence, it doesnt take much to be eligible for the Google Ad Grant. We can help get your account reactivated. Each qualifying nonprofit has access to up to $10,000 USD in advertising spend per month (limited to $329 USD daily) for search ads shown on Google.com. Your website can direct interested readers to anything you want to promote, including volunteer opportunities, ways to donate, pet adoptions, classes, webinars, events, or key information about community development. Speak directly to the people who will click your ads. If feasible for an organization, Ad Grants partners with agencies and consultants in our Certified Professionals Community who are dedicated to nonprofits and well versed in Ad Grants ads. It allows you to place your own ads in highly ranked spots . If your organization is eligible and looking to take control of its digital marketing strategy, then we fully recommend you apply. The program is led by Michelle Hurtado, who started her career working in nonprofit communications and saw how online ads level the playing field and give smaller organizations a voice. The Google Ad Grants program awards organizations $10,000 worth of Google Ads credits each month. If you run into something you dont understand, Google hasfree helpresources that can help you get back on track. Google Ad Grants give nonprofits monthly funds to spend on paid search ads in Google. . Take note of what keywords people are searching that lead them to your page and if those visitors convert. Im grateful that this amazing work can be amplified through the Ad Grants program. Meet all additional eligibility requirements in their own countries. Its a wonderful program, and we think probably one of the most underutilized resources that nonprofits have available today. By utilizing conversion tracking in Google Ads, youll be able to see and measure the visitors journey from the moment they click on your ad to when they complete an action on-site, such as signing up for your newsletter or donating. Once your nonprofit is verified and youve activated Ad Grants, see our resources and FAQ to get the most out of the program. Are people landing on the website and filling out sign-up forms? This is in between a campaign and an individual ad. I can also give you a sense of our commitment through Ad Grants story. Then, create compelling ad copy that encourages people to click through to your website. Acquire more site engagements Reach your current donors in a streamlined way Market multiple campaigns at the same time Track campaign progress through data Who is a good fit for Google Ad Grants? Google Ad Grants are an incredible marketing tool that your nonprofit can use to promote your mission and encourage supporters to take certain actions. This setting optimizes your ads for each individual auction using signals like keyword, search term, device, location, and more. The Google Ad Grant pushes your valuable news and information to the top of the search engine, which allows your content to be seen , particularly by those who are most likely to engage with it. To be eligible for Google Ad Grants, an organization must: The following organizations are not eligible for Google Ad Grants: Google changed its grant account policies in early 2018, cracking down on grant accounts to increase the quality of the ads by some 35,000 organizations that use the program. Having excellent targeted ads, a strong website, and effective calls to action are all great, but they can still fall flat if your intended audience never sees them. Dont waste your time on broad keywords like donation, nonprofits, or San Francisco. Thats why conversion tracking is so crucial. Note that overall budget, bidding strategy, geotargeting, and start and end dates are all set at the campaign level, not the ad group level. The Google Ad Grant for nonprofits have provided free advertising for nonprofit organizations since 2003. We can help you save time and avoid potential mistakes that could slow down the process or risk your eligibility. Paid search ads are shown at the top of the SERP, meaning your nonprofit will have a greater chance of increasing visibility and connecting with more people. The number is 1-866-2GOOGLE. You have the flexibility to try multiple keyword campaigns simultaneously. We post announcements there, such as conferences the Ad Grants team is attending or workshops were hosting. Also, dont drive all your traffic to your home page. Nonprofits cant bring in the funds needed to fuel their important work without it. Heres how . Long gone are the days when direct mail and door-to-door were sufficient to get the word out about an organization. You can connect with her on Linkedin. Ad Grants: 20 years of nonprofits helping more and spending less, donated its first Search ads to the March of Dimes nonprofit organization. If your nonprofit is a registered 501(c)(3), Google will grant you $10,000 in advertising spend each month through its Google Ad Grants program. Were here to ensure you never have to worry about outdated or unnecessary data bogging down your processes. Are they donating? Once theyre aware, fundraisers can start cultivating through events, email, and outreach. We offer a range of support options for our Grantees because successful online marketing takes commitment, and we want to help nonprofits achieve their goals online. With help from Nazifa Nasim a Google employee who supported the nonprofit as an Ad Grants Advisor immunize.org surged from 25,000 visitors per day to over 40,000 at the peak of their vaccination program. Instead, its best to focus on valuable conversions. You will also need to set up conversion tracking on your website. Complete a survey each year to share your experience with the program. is a trusted expert in bringing new supporters to your website through Google Ad Grant management. Next, set up free Google Analytics to understand what happens on your website and link goals to your Ad Grants account. Google Ad Grants are a terrific fundraising and marketing tool that Google makes available to nonprofits and charities. If you are already registered with TechSoup and have a website that meets Googles requirements, the process should only take 2 to 14 days. If you apply and youre eligible, you will quickly be approved. Get a token from TechSoup and add it to the sign-up page on Google for Nonprofits. Googles powerful Analytics tool pairs with the Ad Grant, which can provide you with in-depth data about the performance of your campaigns, engagement, and website. What is the Google Ad Grant? But let's back up even further what exactly are Google Ads in the first place? Google Ad Grants for Nonprofits: What You Need to Know Your nonprofit may be eligible for up to $10,000 USD in Google Ad Grants.