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Everything you need to know about Google Ad Grants and how they can help your non-profit

Imagine what your non-profit could do with $10,000 USD of in kind advertising each month from AdWords, an online advertising solution from Google. You could recruit more volunteers, attract more donations and share your story with audiences across the globe. And now it’s all possible thanks to Google Ad Grants.

Google Ad Grants gives non-profit organisations the opportunity to share their cause with the world. Find out why your non-profit should apply for a Google Ad Grant and how a Google certified agency like Bang Digital can help you manage your AdWords account moving forward.

What is Google Ad Grants?

Google Ad Grants provides free Google AdWords advertising – of up to $10,000 USD per month – on Google search results pages, to eligible non-profit organisations. The programme is designed to help organisations extend their public service messages to a global audience to make a greater impact on the world.

So how does it work? Google Ad Grants works just like Google AdWords online advertising, by displaying your message to people who are searching for non-profits like yours. Making it easy to launch effective campaigns, Google Ad Grants is designed for non-profits of all shapes and sizes. Simply choose AdWords and get access to powerful tools to create, target and optimise your campaigns.

A few guidelines to keep in mind are:

  • Your ads will be entirely text-based (no videos or images)
  • They’ll appear only on Google search results pages in positions below the ads of paying advertisers
  • All campaigns must be keyword-targeted
  • Your maximum cost-per-click (CPC) will be $2.00 USD (see policy update on this below)
  • You’ll receive a daily budget of $329 USD, which is equivalent to $10,000 USD per month

A quick note on policy updates

There have been several new policy updates for the Google Ad Grants program that took effect on January 1, 2018. One of the main changes is the lift on the $2 bid cap when campaigns use Maximise Conversions bid strategy.

A Smart Bidding strategy, Maximise Conversions automatically sets bids to help get the most out of conversions for your campaign while spending your budget. Therefore, Maximise Conversions may bid higher than $2.00 USD if appropriate to your account goals.

Other policy updates include:

  • Accounts must maintain a minimum 5 percent click-through-rate (CTR), which is an increase from the 1 percent CTR minimum
  • Non-profits cannot buy branded keywords they don’t own
  • Keywords must have quality scores of 3 or higher
  • Campaigns must have at least two ad groups with at least two ads running in each
  • Accounts also must have at least two sitelink extensions active
  • Accounts must have geotargeting
  • Most single-word keywords are prohibited, the idea being non-profits should choose well-targeted keywords

Am I eligible for Google Ad Grants?

All Grantees must meet a certain criteria in order to qualify for Google Ad Grants and keep that qualification active. Google works with more than 20,000 non-profits across more than 50 countries, including Australia. In order to qualify for a Google Ad Grant, your non-profit must be based in one of these countries. Other criterion includes:

  1. Hold valid charity status
  2. Acknowledge and agree to Google’s required certifications regarding nondiscrimination and donation receipt use
  3. Have a live website with substantial content

Government entities and organisations, hospital and medical groups, schools, academic institutions and universities are not eligible for a Google Ad Grant, but philanthropic arms of educational institutions are eligible. Then to maintain your eligibility for Google Ad Grants, your organisation must abide by program policies.

What are the benefits of Google Ad Grants?

Show up in search

The Google Ad Grant is designed to help your non-profit flourish. The more frequently your ad appears next to Google search results, the more people will be aware of your cause. That can translate into more visibility, more donations and more volunteers – the lifeblood of any non-profit.

Your search ads will be shown to people who are searching Google for non-profits like yours and helps you reach people who were previously unaware of your cause. You can either share your message across the globe or focus on people near you. With Google Ad Grants you’re always in control.

So by sharing your message with the people who are most likely to engage, Google Ad Grants makes it easier for people to donate to your cause – and the easier it is for them to donate, the more likely it is that they will.

See what’s working

Google AdWords offers you deeper insights for smarter ads. Once your ads are live, you can use Google Analytics and conversion tracking to understand how your ads are performing. Start by asking yourself – Which keywords are the strongest? Which ads are driving donations or recruiting volunteers? Then, get answers to these questions and plenty more by hiring a digital expert like Bang Digital.

Choosing a Google certified agency

You’re changing the world, so let Bang Digital help by managing your Google AdWords account. Ad Grants recipients build and manage their own AdWords accounts, similar to paying advertisers, and therefore it’s important to hire a digital marketing agency with the experience and skill set to manage your AdWords account effectively.

Bang Digital is a Google Premier Partner. This is Google’s elite programme for agencies, designed to give them the tools and support they need to help their clients succeed with AdWords. To become a Google Partner, one or more individuals within the agency must have been to Google University and passed their Google exams.

This means we have exclusive access to a Google Account Manager who we can chat to when things go wrong and get insider knowledge on the latest technologies. So by working with a Premier Partner like Bang Digital, your non-profit gets access to the very latest digital best practice and the peace of mind that your AdWords are in safe hands.

Are you thinking of applying for the Google Ads Grant? For more information on how Google AdWords can help maximise your conversions and see a higher return for your non-profit, have a chat to Bang today.