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2021 Guide To Google Ad Grants For Non-Profits

We all know that marketing can be pretty expensive, but Google Ad Grants is a program that allows non-profit organizations to advertise their services via Google free of cost!

Are you associated with a non-profit organization?  Are you struggling with non-profit marketing? If so, this is the article for you!

What Is The Google Ad Grants Program?

Google’s Ad Grant Program is a great resource for non-profit organizations. The program gives qualified organizations up to $10,000 per month in Google Ads and can be used to raise awareness, attract donors, and recruit new volunteers using Google search ads. This guide will explain the benefits and requirements of maintaining a Google Ad. It will also help you decide if this is something your organization should be taking advantage of.

Continue reading to learn about eligibility, and how the Google Ads Grants Program works.

How Does This Program Work?

In order to be eligible for a Google Ads Grant, organizations must:

  • You must possess a current and valid charity status (for example, United States organizations must be a 501(c)(3))
  • Your non-profit must have a high-quality website that includes an SSL certificate, a clear description of your organization, mission, and activities, no broken links, and the website must be hosted on its own domain
  • Organizations that are not eligible for Google Ad Grants include hospitals, a school or college, or a government institution

Once you determine your eligibility, the process to apply for a Google Ad Grant is very simple.

First, you will need to create a free Google Ad Grants account. Then, you will need to apply for the grant. Next, the grants team will go through your application and get back to you with your results.

Once you are approved, your organization will receive $10,000 per month in Google Ad credits.

How Competitive Is the Google Ad Grants Program?

The Google Grants program is far from competitive. Google does not compare your application to those of other non-profits. They request an application simply to learn about your organization and see if you meet a small number of requirements.

Another plus is that there is no application deadline! Applications are reviewed on a rolling basis, which allows you to confidently complete the application without rushing.

How To Maintain Your Google Ads Grant

Once you’ve managed to receive a Google Ads grant, the most challenging part is maintaining it.

If you are new to digital marketing, Google can provide you with self-help videos to help you create successful campaigns. These videos can help you learn how to do anything from building a campaign to tracking your conversions. Your organization can manage your ad campaigns privately, or you can choose to receive assistance from a certified professional via the Google Ads team.

If you decide to manage your ad campaign internally, here are a few guidelines to help you maintain your eligibility:

  • Keywords with a quality score of 1 or 2 are not permitted
  • Must maintain a 5% click-through rate (CTR) each month at the account level
  • If your organization charges for products or services, your website must describe how your organization uses funds
  • Must have a valid conversion tracking in place

Google makes it clear that if any of these guidelines are not followed, your organization can be suspended from the program. So please try to keep your ads within these guidelines.

What to Keep In Mind When Creating Ads

When it is time to create an ad try to use short and clear sentences. It is very important to share the parts of your organization that make it unique.

Keyword research makes a huge difference in how successful your Google Ads will be. Luckily you do not have to do this alone. Google’s Keyword Planner is a helpful tool that you can use if you need to find more keywords for your ad groups.

Lastly, Make sure you are creating ads that are relevant to your audience.

What Are the Benefits of Google Ads?

Google Ads are especially effective because they are displayed to any person who searches Google for keywords relevant to your organization. This means that the traffic your ad generates reaches a specific target population. These characteristics make Google Ads very valuable for organizations in need of more donors, increased site traffic, and reach expansion.

It’s Time to Increase Awareness of Your Non-Profit Organization!

That was a lot of information, but we promise it is easier than it sounds! Let’s take a breath and reflect on the idea of a free non-profit marketing solution. Google is one of the most used search engines in the world. Think of how much awareness this platform could potentially bring to your organization. The benefits of Google Ad Grants are extensive, and the increase of support you will experience at your non-profit is totally worth it.

If you have any further questions regarding non-profit marketing or Google Ads, contact us today! We have marketing experts ready and available to assist you.

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