Google for Non Profits

How to Maximize Google Grants For Your Nonprofit

By Marc Reifenrath on April 14, 2015 in Digital Marketing

As a nonprofit, what would you say if we could get you $10,000 per month to use towards Google Adwords?…for free! Seriously! Here’s the thing, most nonprofits have no idea that Google even offers a Google Ad Grants program.

What Exactly is Google Ad Grants?

Google Ad Grants is the nonprofit edition of AdWords, Google's online advertising tool. Google Ad Grants empowers nonprofit organizations, through $10,000 per month in in-kind AdWords advertising, to promote their missions and initiatives on Google search result pages.

So what’s the catch? Honestly, there are not too many road blocks, but applying can be a bit tricky.

Here are a few of the guidelines/resrictions*:

  • You must be a registered 501(c)3
  • $2.00 max cost per click (CPC)
  • Daily budget of $333
  • Ads are text based only
  • Ads will be shown below paying advertisers
  • Ads only shown on Google

*other restrictions may certainly apply

How to apply to Google for Nonprofits?

First things first, as with all Google services, we're more than happy to help get you up and running. If you're unsure where to start, contact us!

If you'd like to try yourself, start here, and follow the steps below.

  1. Review eligibility requirements
  2. Apply to the program
  3. Once approved, enroll in specific Google products
  4. Get started with product tutorials

I Qualified, Let's Spend Some Money!

Woah, woah, woah, easy tiger....this is much different than if we were spending “real” money on paid search. Given we have a big well to dip into we will take a much broader approach as well as going after as many long-tail keywords as we can. Typically we suggest establishing your main categories to target. For example, general brand awareness, events, training, classes, etc. 

As always, a strong metrics strategy is still a must to track and measure effectiveness. By doing this you will have data to support changes to campaigns and ultimately drive quality traffic. If you are able to consistently use all of your $10,000 Google does offer another level that takes you up to $40,000/mo.! 

Need help? Give us a shout! Google for Nonprofits is simply a win-win you can't pass up!

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