Google Ad Grants: Expert Advice for Nonprofits

Google Ad Grants is a free program to help non-profits reach more people with their advertising. Here are some expert tips to help you figure it out.

Google Ad Grants is not an easy program for nonprofit organizations to self-manage. From competition to conversion tracking, there is a lot to consider when managing campaigns' strategy. While it may seem overwhelming at first, this Google Grant can be your organization's superpower when utilized correctly. We have been managing Google Ad Grants accounts for years. Here is guide to help answer questions nonprofit organizations have about agency audits, training and professional management services. This expert knowledge can help you leverage the program's monthly ad budget into an  metaphorical nonprofit megaphone. 

What is Google Ad Grants?

You've heard of it from others but maybe you're not quite sure what this program entails exactly. Let's define it really quickly: Google Ad Grants is a program built exclusively for nonprofit organization's online marketing just like yours. The search giant offers free web advertising up to $10,000 USD per month to increase awareness, attract quality donors, and even help to recruit volunteers in support of your mission. This program is available in more than 50 countries across the globe.

How does a Nonprofit Organization qualify for Google Ad Grants? 

There are over 35,000 nonprofit organizations enrolled in this special Google Ad Grants program. In order to be eligible, your social enterprise must be a registered non-profit, have a secure website, and use a unique domain name for hosting.

The Google Ad Grants' application process disqualifies the following:

  • Government entities and organizations
  • Hospitals and medical groups (with the exception of hospital foundations)
  • Universities and academic institutions (with the exception of: humanitarian groups) 

While it might be easy to meet the program's base eligibility criteria, the difficulty comes when it's time to create successful ads.

It's not instinctive for nonprofits to implement Google Ads campaigns effectively.

Google is a search engine that each and every one of us uses several times a day. By themselves, search engines can offer a tremendous help with the of visibility of your website; and with the help of the Google Ads Grant, you will be able to take your digital marketing to the next level. In order to stand out in your advertising efforts, you absolutely need to put consistent time and energy into managing your campaigns. 

#1 Budget Tip: Use Your Daily Budget of $329/day

Google Grant's monthly budget of 10,000 USD is broken down into daily budget of $329 USD. Your nonprofit organization can use this budget to fund multiple campaigns to reach your organizational goals. These can be a combination of any of the three basic types of google ads: Search network campaigns, display network campaigns, and video campaigns. 

The hard truth: oftentimes, making the most of this advertising budget requires enlisting the help of an expert agency

You may need help to go through the process, get training for your in-house team or for ongoing account management. PRAGM offers customized training and monthly management to assist organizations along their Google Ad Grants journey. In addition to helping you with campaign creation, we can provide you with relevant keyword research, and ensure you meet our rigorous requirements or help you beat out the competition in a crowded space. 

We help our clients cope with any program changes and provide expert digital marketing consulting on their program integrated fundraising campaigns. 

The power of professional Google Ad Grants Management

If you don't have the manpower, expertise, or time to spend learning the ins and outs of the Google's Grant Program, it might worthwhile to consider hiring an expert to ensure maximum return on your budget.

The program has a number of conditions listed in it's Policy Compliance Guide that can be arduous to navigate effectively without proper deep analysis. The policy does not allow for single keywords, or overly generic keywords; it also forbids the use of keywords with a quality score of one or two. Needless to say without an expert keyword list, it can be tough to find exact keyword level to use for impactful campaigns. 

Another stipulation of the policy outlines that approved nonprofit organizations must keep a minimum 5% click-through rate each month. This requires participants to regularly and effectively monitor their digital marketing campaigns to maintain their optimization, and subsequent active account status.

The objective is to transform your available $120,000 USD yearly budget into actionable results

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