Google Ad Grants
FOR 501(C)3 ORGANIZATIONS
For many nonprofit organizations, coming up with new and effective fundraising ideas can be difficult. One option is to look for charitable grants from larger companies who want to give back to the community. This is exactly what Google has done by offering free ad grants to nonprofit organizations that qualify under their program.
The Google grants program provides organizations categorized as 501(c)3 by the IRS up to $10,000 in free AdWords advertising each month. It’s an excellent opportunity to get your group’s message out to a much wider audience and hopefully increase fundraising dollars. You’re essentially getting free advertising for your nonprofit organization to drive more traffic to your Website—or to even to sell products—provided 100% of the money raised is used for charitable works.
These free Google grants have already been used by hundreds of nonprofits to spread their message across the internet, and those messages are being seen by people who are searching for terms and keywords related to their organization and the work they’re doing. The success stories are numerous, showing just how effective the Google grants program can be as an advertising tool.
How to Get These Grants
In order to qualify for up to $10,000 in free Google Ad grants, you must of course to sign up first. Google has strict requirements in place and is very specific about the types of nonprofits they are willing to support with this program, so it’s important to make sure your application is in order or else it will be rejected.
At uluad, we have lots of experience helping nonprofit organizations just like yours sign up and qualify for these Google grants, and we will work closely with you to try to make sure your application is a success and you get the free advertising you deserve.
How the Google Ad Grant Program Works
After being approved for the Google grants program, your organization will receive up to $10,000 in free AdWords each and every month for as long as you continue to qualify. Unless you’re quite familiar with online marketing, you probably aren’t really sure what this means.
Google AdWords is a program whereby companies pay to have their ads appear in the search results whenever a person searches for certain keywords. In essence, you have to pick and choose specific keywords that relate to your organization and then place a bid on those keywords. How much you’re willing to pay each time a person clicks on your ad to go to your Website? This is what’s known as pay-per-click (PPC) advertising and it can be an effective online marketing tool if it’s managed properly.
Google Ad Grant Policy Changes
Grant accounts are now required to maintain a minimum 5 percent click-through rate (CTR). That’s an increase from the previous 1 percent CTR minimum prior to January 1, 2018. Accounts that miss that threshold for two consecutive months will be suspended. Accounts in jeopardy of being canceled will be “alerted through in-product notifications if your account is at risk of falling below 5 percent CTR with educational resources offered to improve.”
Other policy updates include:
- 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.
- Must use maximize conversions bid strategy.