Google Ad Grant For Nonprofits

Being a nonprofit organisation can be tough at the best of times and even more so as we return back to normality / recover from a global pandemic. You may be facing the challenge of how to raise awareness of your cause and fundraise in times of uncertainty.

There are a number of resources, programmes and schemes that are available to you as a nonprofit that can help you to reach your potential. In this post, we are going to provide you with information on Google’s Ad Grants for nonprofits scheme that provides complimentary Google advertising for charities. 

The Google Ad Grant for Nonprofits provides you with access of up to $10,000 USD in-kind to use on search (text-based) adverts each month!

This online marketing tool allows you to generate traffic to your website, event pages and social media, resulting in you having the ability to spread your message to reach prospective donors. 

Search ads work by what is known as pay-per-click (PPC) which is essentially bidding on a variety of specific keywords and themes centered around your cause.

Ad example:

Let’s say you bid on “donate to a food bank near me”. If someone was to search these keywords via Google, there’s a chance your ad would appear at the top of the search results on the page. It will say “ad” next to it and will appear as result 1.
The higher your result on the page, the more likely that your message will be seen. It’s likely it will not be seen if there was no money behind it and it was just appearing organically (as it would be further down the list).

You will have an account where you can manage your adwords campaigns and activity. This means you can install tracking on your website via Google Analytics. You will be able to track your campaigns performance and custom goals that you create.

Think of it this way: the more your ad appears in Google search results, the more you attract donations. The more you recruit volunteers. The more you share your story with audiences all over the world.

A summary of the advantages of Google Ad Grants and why you should apply:

  • A significant budget that will get you on the first results page
  • Drive awareness of your organisation and its cause
  • Directly reach the right people online
  • Get more website activity and views
  • Track your marketing efforts and learn about your audience

How to qualify / be eligible for Google Ad Grants:

  • Your organisation must hold a valid charity status in the UK
  • You must be approved through the Ads Grant eligibility form in the ad Grants activation page within your Google account
  • You must have a high quality company website that meets the Ad Grants website policy

Find out more and apply now via Google’s website

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