Nonprofits, are you aware of Google Ad Grants? The Google Ad Grants program offers $10,000 per month in free text-based ads for nonprofits, as well as free access to Google Business Tools.
And there’s no need to submit a huge grant proposal document.
This is an excellent opportunity for free digital advertising. Google Ads for nonprofits help organizations recruit volunteers, raise funds, increase awareness, and mobilize socially active audiences.
Following are the simple steps on how to apply for a Google Ad Grant:
How to Apply for Google Ad Grants Money
- Visit Google.com/nonprofits and review eligibility requirements
- Submit your request on the Ad Grants page (remember to check the box to let them know you’ve completed your form). You should get an email confirming that you have submitted your eligibility form and that you have a secure website.
- Verification – If you qualify, you will get an emailed invitation to your newly created Google Ad Grants account. This email will have steps that walk you through using your Google Ads Grants account.
Note: You will also get an email inviting you to your Google Payment Profile. You won’t be charged, but you do need to accept that invitation so that your account can be activated.
Visit support.google.com/grants for support during setup.
- Activate and use the Google Ad products available to you
What if Your Website Did Not Quality for Google Ad Grants?
If you receive an email that says your website didn’t meet the Google Ad Grants requirements, confirm that your nonprofit organization owns the website domain that’s been entered through the Ad Grants enrollment process.
Your website must have a clear mission statement, description of your organization, and description of activities, updated events, clear navigation, and clear calls to action.
Also, you must have your 501(c)(3) charity number in the footer of every page on your website.
Need help getting your website to qualify?
The Cons of Google Ad Grants
There are some drawbacks, however. While the initial setup is fairly simple, here are some caveats:
- Ad Grants Adwords accounts that are using Smart Campaigns (as opposed to Search Campaigns) must maintain a 5% click-through rate (CTR) each month. If the CTR requirement isn’t met for 2 consecutive months, your account will be temporarily deactivated.
- You can’t use shopping, display, or video networks.
- Single-word keywords are not allowed, with some exceptions.
- You can’t track page visits or time-on-site with Google Ad Grants.
- You need specific geo-targeting to show your ads where users will find your services useful and in locations that adhere to certain minimum privacy thresholds.
- Find more details on Google Ads for Nonprofits Website Policy and from this Google Grant Fact Sheet that lists requirements and restrictions.