What is Google Ad Grants?

Google Ad Grants provides $10,000 USD of in-kind advertising every month to Not For Profit organisations. Whether you’re new to Google Ads or have been using it for years, you could be eligible for the grant. Google Ad Grants work just like Google Ads, by displaying your message to people who are searching for Not For Profits or causes like yours.

 

Why use Google Ad Grants?

Advertising through Google Ads means you can reach more supporters, recruit more volunteer and attract more donations for your organisation. Through Google Ads you can reach the people who are searching Google for your charity or a cause like yours and helps you reach people who may not have known about you. You can share messages about your cause, promote volunteer opportunities and encourage donations.

Once your ads are live you can use Google Analytics to gain a better understanding of what’s attracting people to your cause and how to continue growing.

 

What’s the catch?

Google does have a few guidelines that you need to stick to in order to access the $10,000 once you qualify:

  • Your ads can only be text based, you can’t have any videos or images

  • Your ads will appear in search results in positions below the ads of paying advertisers

  • Your campaigns must be keyword-targeted

  • And probably the biggest catch – you will have a maximum cost-per-click (CPC) of $2.00 USD

 

How will these guidelines affect your use of the Ad Grant? Basically, while there is a lot you can achieve with a $10,000 ad spend on Google Ads, with a $2.00 CPC limit you’re going to find it difficult to spend the entire $10,000.

 

Does your NFP qualify for a Google Nonprofits account?

As with the actual spend, there are a few requirements you need to meet in order to be eligible for the ad spend in the first place. Firstly, your organisation must exist exclusively for charitable purposes and then there are a few other

 

Eligibility guidelines:

  1. Be registered as a charitable organization

    And Not be:

    • A governmental entity or organisation

    • A hospital or health care organisation

    • A school, academic institution or university (philanthropic arms of educational organisations are eligible

    And Meet the Australian requirements:

    • Organisations must be currently registered with Connecting Up, TechSoup Global’s regional arm

    • Organizations must be: (1) deductible gift recipients (DGRs) endorsed by the Australian Taxation Office (ATO) or listed by name in the tax law; (2) charities registered with the Australian Charities and Nonprofits Commission (ACNC); or (3) income tax exempt not-for-profit organizations as defined by the ATO

    • Organizations must be located in Australia or one of the following territories: Christmas Island, Cocos (Keeling) Islands, or Norfolk Island

  2. Acknowledge and agree to Google’s required certifications regarding non-discrimination and donation receipt and use

  3. Have a high-quality website that meets the Ad Grants website policy

  4. Get approved through the Ad Grants pre-qualification process after your organisation is enrolled in Google for Nonprofits

 

While the initial setup may seem overwhelming if you spend the time setting up your account and monitoring the results the opportunity to grow awareness, funding and support for your NFP is huge. And Google has a number of resources and support services to help you not only set up your account but make the most of the grant.

 

Start the verification process

There are a few steps you need to go through in order to access the ad spend:

  1. See if you’re eligible

  2. Apply for Google for Nonprofits

  3. Enroll in Google Ad Grants

  4. Create your account

  5. Submit your account for review

     

Get started today to and begin growing your reach.

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