Non-profit organisations often need more advertising and promotion budgets, making it challenging to attract donors and spread awareness of their cause. However, there is good news for charities: the Google Ad Grant program provides eligible non-profits with free ad spend money to use on Google’s advertising platform. In this article, we’ll explain the Google Ad Grant, how charities can apply, and provide tips for making the most of this valuable resource.
What is the Google Ad Grant?
The Google Ad Grant is a game-changer for non-profit organisations looking to increase their online visibility and attract new donors. With the grant, charities can receive up to $10,000 in free ad spend per month to use on Google Ads campaigns, which can significantly boost organisations with limited marketing budgets.
Through the grant, charities can create ads promoting their cause and increasing awareness of their mission. They can target specific audiences, such as those interested in their cause or those in their local community, and reach potential donors who may have yet to hear of them.
In addition to promoting their cause, charities can also use the Google Ad Grant to attract new donors. By creating effective ad campaigns showcasing their work’s impact and the importance of their cause, they can encourage individuals to donate and support their organisation.
One of the most significant benefits of the Google Ad Grant is its increased online visibility. By using Google’s advertising platform, charities can increase their visibility in search results and reach a broader audience than they may have been able to with organic search alone. This can be particularly impactful for smaller organisations with limited brand recognition.
Overall, the Google Ad Grant is an excellent opportunity for non-profit organisations to increase their online presence, attract new donors, and raise awareness of their cause. With the ability to create targeted ads and reach a broad audience, the grant can be a valuable tool for charities looking to make a real impact in their community and beyond.
Who is eligible for the Google Ad Grant?
Eligibility is an important consideration for charities applying for the Google Ad Grant. Organisations must meet specific requirements set by Google to be eligible for the program. Here are some more details on the eligibility criteria:
1. Valid Charity Status: The Google Ad Grant is available only to eligible non-profit organisations with valid charity status. This status must be recognised by the country where the charity is located. In the United States, for example, non-profits must have a 501(c)(3) status to be eligible for the program. In the UK, charities must be registered with the Charity Commission for England and Wales, the Scottish Charity Regulator (OSCR), or the Charity Commission for Northern Ireland. The charity must also have a current status of “Registered Charity” or “Registered Charity for Tax Purposes.”
2. Country Availability: The Google Ad Grant is currently available in more than 50 countries worldwide, including the United States, Canada, the United Kingdom, and many more. Charities must be based in a country where the program is available to be eligible to apply.
3. Website Requirements: Charities must have a website that meets Google’s requirements, including a clear mission statement and donation process. The website should provide information about the organisation’s mission, goals, and impact and be easy for users to navigate. It should also have a clear and visible donation process that allows visitors to make donations easily and securely.
4. Compliance: Charities must comply with Google’s policies and guidelines when using the grant. This includes following ethical and legal standards, not engaging in misleading or inappropriate practices, and providing accurate and transparent information about their organisation and cause.
Overall, the eligibility requirements for the Google Ad Grant are designed to ensure that eligible non-profit organisations have a legitimate and established presence, with a clear mission and goals, and are in good standing with the relevant authorities. By meeting these requirements, charities can apply for and use the grant to promote their cause, attract donors, and impact their community and beyond.
Hot to apply for the Google Ads Grant as a non-profit organisation
Applying for the Google Ad Grant is a straightforward process. Just follow the process outlined below:
1. Create a Google Ads Account: To apply for the Google Ad Grant; charities must first create a Google Ads account. This account will be used to create and manage their ad campaigns.
2. Verify Charity Status: Once the account is created, charities must complete the necessary steps to verify their charity status. This includes providing documentation that confirms their non-profit status, such as a charity registration number, tax-exempt status, or other relevant documents. Google will review the application and verify the charity status before granting access to the program.
3. Set Up Ad Campaigns: Charities can create campaigns using their free ad spend money once approved. This includes selecting the ad format (text, display, or video), targeting specific keywords and audiences, and setting up ad groups.
4. Ad Campaign Optimisation: Charities should focus on optimising their ad campaigns to make the most of the Google Ad Grant. This includes testing different ad formats, keywords, and targeting options to see what works best. They should also regularly review and adjust their campaigns to ensure they meet their goals and reach their intended audience.
5. Comply with Policies: Charities must comply with Google’s policies and guidelines when using the grant. This includes following ethical and legal standards, not engaging in misleading or inappropriate practices, and providing accurate and transparent information about their organisation and cause.
The benefits of a Google ad grant
The Google Ad Grant provides a wide range of benefits for non-profit organisations that can significantly enhance their online presence and fundraising efforts. Here are additional details on the benefits of the grant:
1. Free Ad Spend Money: The most significant benefit of the Google Ad Grant is the monthly free ad spend money that charities receive. With up to $10,000 in ad spend, charities can create and run effective ad campaigns without worrying about the cost.
2. Access to a Vast Online Audience: With Google’s advertising platform, charities can reach a vast online audience and target specific demographics and geographic regions. This can help them increase their visibility and attract potential donors who have not heard of their organisation.
3. Powerful Advertising Platform: Google’s advertising platform is one of the most powerful and sophisticated in the world. Charities can use this platform to create a range of ad formats, including text, display, and video ads, and target specific keywords and audiences. This allows them to create tailored ad campaigns that resonate with their target audience and achieve their goals.
4. Increased Online Visibility: By using the Google Ad Grant, charities can increase their online visibility and reach a broader audience. This can be particularly impactful for smaller organisations with limited brand recognition, as it allows them to increase their exposure and attract new supporters.
5. Attract New Donors: With effective ad campaigns, charities can use the grant to attract new donors and increase online donations. By highlighting the impact of their work and the importance of their cause, they can encourage individuals to support their organisation and make a difference in their community and beyond.
Tips for a successful google ads grant account
To maximise the impact of the Google Ad Grant, charities must develop effective ad campaigns that resonate with their target audience and achieve their goals.
Selecting the right keywords is one of the most critical aspects of a successful ad campaign. Charities should research and choose relevant, high-performing keywords aligning with their mission and goals. This will ensure that their ads are shown to the right audience and are more likely to generate clicks and conversions.
Ad copy should be compelling, concise, and engaging. Charities should highlight their work’s impact and their cause’s importance in their ad copy and use calls to action to encourage individuals to donate or take action. By creating ad copy that resonates with their target audience, charities can increase the likelihood of generating clicks and conversions.
To measure the effectiveness of their ad campaigns, charities should track and analyse their results regularly. This includes monitoring key metrics such as click-through rates, conversion rates, and cost-per-click and adjusting their strategies accordingly. By tracking their results, charities can identify areas for improvement and optimise their campaigns for maximum impact.
Charities should ensure that their ad campaigns align with their mission and goals. By focusing on their core values and priorities, they can create campaigns that resonate with their target audience and achieve their desired outcomes. This includes creating ad campaigns that speak to their audience’s values and priorities, showcasing their impact, and using calls to action that align with their mission.
If running your own ad account seems overwhelming, we at By Berg Marketing can provide expert support and guidance if charities need help creating effective ad campaigns. We have experience working with non-profit organisations and can help them achieve their goals by creating tailored ad campaigns that resonate with their target audience. Charities can contact us today to get started and take advantage of the Google Ad Grant to make a real impact in their community and beyond.
Case Studies - How did other charities benefit from the grant?
Case studies provide powerful evidence of the effectiveness of the Google Ad Grant for non-profit organisations. Here are some examples of charities that have benefited from the grant:
The Water Project: The Water Project used the Google Ad Grant to raise awareness of its mission to provide clean water to communities in need. By creating targeted ad campaigns that highlighted their impact, they increased donations by over 300%. This allowed them to expand their reach and provide more clean water to those in need.
The National Domestic Violence Hotline: The National Domestic Violence Hotline used the Google Ad Grant to reach a broader audience and increase calls to their hotline by 32%. By creating ad campaigns that highlighted their services and provided resources for victims of domestic violence, they increased awareness and support for their organisation.
Oxfam America: Oxfam America used the Google Ad Grant to increase their online presence and attract new donors. They significantly increased website traffic and online donations by creating targeted ad campaigns that focused on their mission to alleviate poverty and injustice.
Save the Children: Save the Children used the Google Ad Grant to create a video ad campaign highlighting their work to improve the lives of children in need worldwide. The campaign generated over 5 million views and helped increase awareness and support for their organisation.
These case studies demonstrate the effectiveness of the Google Ad Grant in increasing online visibility, attracting new donors, and promoting the mission and goals of non-profit organisations. By creating targeted and effective ad campaigns, charities can use the grant to make a real impact in their community and beyond. If charities need help creating effective ad campaigns, we at By Berg Marketing can provide expert support and guidance to help them achieve their goals.
You can read more success stories from charities benefiting from the Google Ad Grant here
Get Started with Google Ads for non-profit organisations today!
If you’re a non-profit organisation, the Google Ad Grant is a valuable resource to help you increase online visibility, attract donors, and achieve your goals. By taking advantage of this program and creating effective ad campaigns, you can impact your community and beyond. So why wait? Apply for the Google Ad Grant today and start making a difference!
