Google Ad Grant for NGO: what you need to know

Since 2003, Google Ad Grant for NGO have helped nonprofits communicate, recruit, fundraise, and more. They are a tool that can accelerate a nonprofit’s progress toward its goals.

But to take advantage of this fantastic opportunity, nonprofits also need to know how to get a Google Ad Grant, how to manage it, and how to get the most out of it. We’ve put together all the useful information to show you how this key resource can work to your organization’s advantage.

Google Ad Grants for NGO provides up to $10,000 per month in advertising to eligible nonprofits. While many organizations will not need anywhere near this amount to achieve their goals, these grants provide both an incentive to increase your nonprofit’s impact and an opportunity to grow.

We’re excited to help nonprofits learn how Google Ad Grants can benefit them. If you are interested in the benefits of Google Ad Grant, contact us for more information and professional advice.

What is Google Ad Grant for NGO?

Consider Google Ad Grant for NGO your nonprofit’s secret weapon. You can use it to send important updates to your followers, spread your message, rank high on Google, and more. Maybe you’ve heard of Google Ad Grant or you’re just seeing the name for the first time. In any case, do not worry – now you have nothing to lose.

Simply put, the Google Ad Grant provides approved nonprofits with $10,000 per month in advertising credits to spend on advertising in Google search results. This program was created by Sheryl Sandberg, now the CEO of Facebook, to empower nonprofits to reach new audiences online and expand the impact they make in the world.

Have you ever typed something into Google and noticed an ad pop up at the top of the screen? For example, let’s say you want to buy a pair of football boots, so you search for them on Google. At the top of the page, you’ll likely find ads from retailers like Nike, Adidas, and more. These sellers buy this ad space because they know you’re looking for soccer cleats. So if they show up as high as possible in your search results, you’ll be more likely to buy a pair from them. Then, if you like a pair of Adidas boots and you click on their link, Adidas will pay Google for that click. For Adidas, the price of advertising is worth it, because thanks to it they get sales.

Google Ad Grant for NGO does the same.It allows you to place your ads in highly ranked locations. For example, imagine you are an animal rescue organization and you have dogs to adopt. You can advertise to people in your geographic area who are looking for dogs or other similar information, such as “What’s wrong with dog breeders?”. Your ads will appear when people search for these terms. And when they click on them, they will be redirected to your site. Then, if you like a pair of Adidas boots and you click on their link, Adidas will pay Google for that click. For Adidas, the price of such advertising is worth it, because thanks to it, they get sales.

With funding from Google Ad Grant for NGO, your nonprofit’s website can appear in the top positions on Google at no cost. Essentially, Google will pay you for the clicks you receive from your ad placements. Yes, you can “spend” up to $10,000 per month on those clicks. Depending on how many people are searching for the information or services you provide, you can reach a lot of people for free using Google Ad Grant. It’s a great program, and we think it’s probably one of the most underutilized resources available to nonprofits today.

Google Ad Grant not only drives people to your website, but also motivates them to take meaningful action once they land on it.

Eligibility for Google Ad Grant for NGO

How do I know if my nonprofit is eligible for a Google Ad Grant? Here’s a quick list to help you determine if your organization qualifies:

• You must be a 501(c)(3) nonprofit organization in the United States or have similar status in one of the 50 countries.
• Your organization cannot be a hospital, school/college or government agency. However, charitable units of educational institutions may still qualify.
• You must have a high-quality website that meets the above standards. The site must also be hosted on your own domain (eg “ournonprofit.org”, not “ournonprofit.weebly.com”).
• If you are applying for a Google grant for the first time, your website must have an SSL certificate installed (this means a lock icon will appear in the navigation bar in Google Chrome). If you see “unsafe” next to your website URL in Chrome, it means that SSL is not installed or there is a configuration problem.
• You must accept the terms of use of Google for Nonprofits (for non-profit organizations) and Google Ads.

Note that religious organizations, particularly houses of worship, are eligible for a grant from Google. However, your organization must formally apply for and receive 501(c)(3) status. Houses of worship are often tax-exempt by default, and therefore most have never formally applied for this status.If this is your case, you will need to apply for and receive 501(c)(3) status before you can start applying for a Google Grant.

If you meet these criteria, you are eligible to participate in the program.

Why get a Google Ad Grant for NGO at all?

Although obtaining an advertising grant is not always a difficult process, many nonprofits are already too busy to do so. You might ask, why bother applying for a Google grant at all? But we think it’s worth your attention. And here’s why.

Attract more visitors to your site

Your website can direct interested readers to anything you want to promote, including volunteer opportunities, ways to donate, pet shelters, classes, webinars, events, or key community development information. Google Ad Grant places your valuable news and information at the top of the search engine, allowing users to see your content. Especially to those who are most likely interested in it.

Reach out to your donors in a simplified way

When it comes to communicating with donors, most nonprofit professionals are well-acquainted with the difficult task of improving email marketing, increasing social media shares, or generally making sure your supporters see your calls to action. In many cases, meeting your fundraising goals depends on your supporters seeing your content.

Google Ad Grant for NGO makes it easy for you to communicate with existing donors.While ads aren’t a substitute for direct emailing to donors, they do improve your overall online visibility.

Advertise multiple campaigns at once

With Google Ad Grant, you’re not limited to just one ad campaign. You have the option to try campaigns for several keywords at the same time. In this way, you can diversify the messages with which you address the audience, and you will have the opportunity to compare the successes and failures of different campaigns. Using these metrics, you’ll be able to determine which marketing strategies are working and which aren’t.

Track campaign progress with data

Google Analytics’ powerful tool for NGO works in tandem with Ad Grant, which can provide you with accurate data on the performance of your campaigns, engagement and website. With these tools, you can optimize your website according to your goals.

Who is suitable for Google Ad Grant for NGO?

The size of the organization

Many organizations, especially small nonprofits, question whether they are large enough to take full advantage of Google Ad Grant. Although applying for a grant from a large company like Google can seem like a daunting process, the grant is designed with all nonprofits in mind. Just because you have a smaller team doesn’t mean you can’t take advantage of a Google grant.

The main factors that determine the potential value of a Google grant to your organization are:

• How many people are searching for topics related to the activities of your organization?
• Does your website have content that addresses these topics?

The answers to these questions don’t matter how big or small your organization is! Some small nonprofits reach a wide audience and have content on their websites that their target audience is looking for. These nonprofits are using Google Ad Grant very well.

In fact, smaller nonprofits can benefit even more from the Google Ad Grant — the way the grant awards ad credits ensures a level playing field for nonprofits of all sizes.

Potential uses

We looked at what Google Ad Grant is for NGO and what it has to offer. But what could this mean in practical terms? It’s much more than just driving traffic to your site! Let’s look at a few ways nonprofits can use Google Ad Grants more creatively and effectively.• Informing and educating the public by attracting new visitors

• Sale of tickets for performances, events, webinars, etc
• Managing personal actions, such as animal shelter appeals for performances, events, webinars, etc.
• Recruiting volunteers to promote the organization’s mission or work on a specific cause
• Advocacy through the activation of mass activity, signing petitions and contacts with elected officials
• Promote donation and sponsorship opportunities to raise funds
• Formation of the audience by attracting new subscribers to the newsletter

As you can see, the possibilities of using Google Ad Grant for NGO do not end only with increasing web traffic. Instead, with carefully targeted advertising, you can promote your events, inform the public, attract supporters and contribute to a cause you care about. Your work matters – a grant ensures that your efforts are seen by as many people as possible.

How to use Google Ad Grant for NGO

Many people focus on having $10,000 a month to spend, so they want to use the entire amount. However, less can be better. Instead of using the full amount, you can focus more on your results and conversion rates. Are people landing on the site and filling out registration forms? Do they donate? Do they register as volunteers? Do they watch videos you’ve created to teach them about different topics?

It’s the results that really matter. Google has structured the entire program so that you don’t actually focus on how much you’re spending. Instead, it’s better to focus on valuable conversions.

Receiving a grant

Once you’ve verified that your organization is eligible for Google Ad Grant, there are a few tasks you’ll need to complete before you’re ready to apply.

If you’re already a member of Google for Nonprofits, you can skip straight to step 3.

1. If you have not previously registered your organization with TechSoup.org, register an account. TechSoup provides discounts and other services that may be useful in their own right, and provides a Validation Token that Google uses to verify your compliance with its terms.
2. Use your TechSoup Validation Token to register with Google for Nonprofits.
3. Make sure you have Google Analytics installed on your website. It must be integrated into your website before applying.

You are now ready to begin the application process! This happens in two stages.

1. 1.When you apply, you’ll submit your nonprofit’s website for Google to review.
2. Once you’ve submitted your website, you’ll need to create a basic Google Ads account and submit it for approval.

You will also need to set up conversion tracking on your website. First, install Google Tag Manager on your website so you can set multiple goals for your site. Goals are trackable, valuable actions that you want your users to take. By setting these goals, you direct your analytics tools to determine which pages or ads will create the most effective path for users to complete the desired task.

During the application process, you will be asked to choose which Google Ads account you want to register: “Smart Campaigns” or “Classic”. To access the full set of tools and options, apply for the classic version.

Start of work with the grant

Now you have a grant, so how do you get the most out of it? Most organizations will not use the full $10,000 in monthly advertising credits that the grant provides. In fact, many non-profits achieve their goals without spending the full amount and still generate unprecedented profits.

However, ad credits don’t carry over from month to month, so you’ll want to use every possible strategy to get the best results from your efforts. Here are some simple steps you can take to significantly improve your ads:

• Run 3-5 campaigns: An optimal Google Ad account will have about 3 to 5 or more campaigns. If you run a large number of campaigns, it can be too difficult for you to manage them. Choose campaigns based on what exactly you want to promote. For example, maybe you have one campaign for your blog and another for volunteering.
• Make sure your ad groups are accurate. Ad groups in each campaign should be specific and precise. For example, if your organization is an animal shelter, you could have an “Animal Shelter” campaign. In this campaign, you will need to have a set of closely related keywords and ads that target a wide range of related phrases. For example, a campaign aimed at promoting the adoption of animals from shelters may have the following set of keywords: adopt a dog, adopt a cat, adopt dogs, adopt cats, animal shelter, why it is better to adopt an animal from a shelter, adopt a pet, adopt an animal, shelter animals near me.• Use at least 1 Responsive Search Ad (RSA) per group. Each ad group must contain at least 3 ads, one of which is a responsive search ad. RSAs allow you to use many different titles or descriptions, which Google will algorithmically mix and match to create the best possible click-through rate for you. Setting up RSA may take a bit more time than setting up a regular ad, but it can be worth it in terms of results.
• Experiment with different titles and descriptions. Each ad must use all the space allocated for titles and descriptions. You should use as many characters as possible to maximize ad space.
• Use ad extensions as often as possible. There are many ad extensions that can be useful, but there are a few that we think are necessary. These include: footer extensions, which allow you to add short, attention-grabbing taglines below your ad; link extensions that add links to other pages on your website; and call extensions, which help increase the number of phone calls and allow mobile users to make calls with the touch of a button.

Now that you have an idea of ​​what it takes to get, save, and use a Google Ad Grant, as well as how to create effective Google Ads campaigns and ads, let’s figure out how to really get the most out of your grant.

6 tips to get the most out of Google Ad Grant for NGO

Getting a Google Ad Grant is one thing, but making the most of it is another. Whether you already know how to pick up trends and create optimized content, or have never promoted your business online, there are always ways to improve and grow.

Here are our top tips to help you get the most out of Google Ad Grants without being an expert!

No. 1. Start with a trusted website

We’ve said before that having a solid website is key to your Google Ad Grant success, but what does that mean in concrete terms? Here is a short list of characteristics to determine if a site is strong or needs some improvement:

Advertising pages

Your website must have 10 or more “scrollable pages”. Focus these pages on one topic that has a lot of web traffic. Be sure to include an appropriate call to action or next step for your visitors. You should aim for at least 300 words.

Renewal

Information about events should be up-to-date and placed on separate pages. Your website should also have relevant blog posts on your topic, with broad topics that are frequently searched for by users, and between 700 and 1,500 words.

Google Tag Manager

To count the clicks of important buttons, you need to install Google Tag Manager.

Security

The website must be secure (the URL must show “https:” instead of “http:”).

Gratitude

Add “success” or “thank you” forms to all online forms or calls to action. These must be unique landing pages that exist on your own URL.Saving calls-to-action on your site

The calls to action you want to track should not leave your site and go to third-party pages. Also, make sure that the PDF content appears on its own landing page. Google policy does not allow Google Grant ads to redirect to a PDF if it is uploaded or embedded.

Use of mobile devices

Make sure your website is mobile-optimized, as most people browse on mobile devices.

Highlight important information

Include your 501(c)3 number and TIN in the website footer.

Ultimately, your goal is for your website to match your nonprofit’s brand and create a pleasant and easy user experience.

No. 2. Track important conversion metrics

To determine your progress, you need to track and measure data. Most of the time, you’ll focus on your conversion rates, or the frequency with which users take the actions you encourage them to take.

Meaningful conversions include both monetary and non-monetary goals. Monetary actions include donating, buying a ticket, or joining an organization, while non-monetary actions include subscribing to an email newsletter, watching a video, or receiving information about volunteering.

These conversions mean more people are getting involved with your nonprofit, so you definitely need to track them. Using Google Analytics, you can track your goals to see which pages or entry points have the highest success rates.

No. 3. Understand your audience

Well-targeted ads, a powerful website, and effective calls to action are all great, but they can still fail if your target audience never sees them. Therefore, understanding your audience is critical so that you can shape your content around the needs of your users and how they search for information.

Keyword research allows you to research the type of information that different demographics are trying to find online. By learning what your audience is searching for, you can tailor your ad so that it’s more likely to appear in front of them the next time they Google.

Anyone can do keyword research, but a little time and skill will help you get the most out of it.

No. 4.Performance monitoring

When it comes to the Google Ad Grant for NGO, its preservation is a top priority. Like many other tools, the grant depends on your continued ability to monitor its effectiveness and make changes as needed. Google provides a useful set of data that lets you see which campaigns are working and which aren’t. Using these tools, you can constantly improve and change the shape of your ads.

Because the Google Ad Grant is renewed every month, you should keep checking back to make sure your nonprofit continues to meet Google’s standards.

No. 5. Maintain compliance

After receiving a Google Ad Grant, your task will be to keep it. To keep your grant, you must follow Google’s rules. The Google Ad Grant is renewed every month, so it’s important that you stay focused on your grant eligibility.

There are several reasons why a Google Ad Grant account may be suspended. Here are the most common:

• Abusing the advertising network or distorting information about your organization
• Loss of non-profit organization status
• Non-compliance with the criteria of the Google program for non-profit organizations
• The need for re-verification (this primarily applies to organizations that registered with Google for Non-Profit Organizations before 2016)
• Repeated violation of Google Terms and policies

Because of the value of the grant and the potential for loss of access to it, many organizations seek professional advice on how to preserve the grant.

No. 6.Consider professional Google Ad Grant management

Now that you know all the benefits and possibilities of Google Ad Grant for NGO, you may be interested in partnering with a professional management firm to maximize your success.

Our organization has a 100% grant success rate. We can create advertising campaigns for each of your services, programs or areas of activity. As part of our services, we select keywords for each campaign, write ads that will appear in search results, and constantly test different versions of them to improve effectiveness. With us, managing and saving the grant becomes easier.

We sincerely believe in the non-profit organizations we help. If we can help you get a grant today, why not take advantage of it. If you need professional optimization, consultation and customization, contact us.