Nonprofits have always lagged behind for-profits when it came to advertising, and this is at a time when they can get started with Google Ad Grants for virtually free. Instead, they try to spread the word through various visual aids, events and celebrity campaigns.
However, if your organization has the funds to run traditional advertising to raise awareness, attract donations or volunteers, why not use additional advertising?
Google launched the Google Ad Grants program for registered non-profit organizations back in 2003, based on the philosophy of Google founders Larry Page and Sergey Brin “to extend Google Ad Grants to as many organizations as possible to share our philosophy of serving the community to help the world.”
The Google Ad Grants program has certainly evolved since its inception. However, every few years new functionality and scope appear. Initially, organizations that were approved for the grant (after a process of up to 6 months) could place up to $10,000 in pay-per-click text ads linking to the nonprofit website. In 2010, nonprofits with the highest performing accounts were eligible to apply for additional grant funding of up to $40,000.
Soon after, due to the program’s popularity, Google for Nonprofits was introduced as an inclusive service that included Grants, Youtube, Google Earth, and Google Apps (Google Drive, Gmail, Google Hangout, Google Analytics, Google Forms, and more).
What are the benefits of applying for Google Ad Grants for your organization?
- Get more traffic to your site
- Collect email addresses of potential supporters by including the option to leave your email address after clicking on the ad
- Expand the audience of your newsletter by adding the option to subscribe to it
- Increase the number of viewers of your media content (especially with Youtube videos embedded on your site)
- Increase online donations with a link to a donation landing page
No matter how small or small you think your organization may be, receiving a Google Ads grant can offer a great advantage in expanding your NPO’s base of support.
Some terms to keep in mind are:
- Only text ads are allowed, so you’ll have to be creative and not rely on emotional imagery
- Only Google search users will see your ads
- Ads must target specific keywords related to your nonprofit or cause (include a call to action and what makes your nonprofit unique)
- Select your region, city, or even a radius of distance from your organization’s address
- If your nonprofit serves a multilingual community, be sure to advertise in multiple languages
Now you know where to started with Google Ad Grants, and you can get more answers from our specialists.
Begin by entering your first and last name to establish your identity. The next crucial step is providing your email address; remember, it must be a business, branded, or corporate email, as generic email addresses are not accepted. This is to ensure a professional level of communication and to filter out non-serious inquiries.
You are also required to include your website’s URL. This is vital as it gives context and allows for a preliminary assessment of your online presence, which is integral to the audit process. Furthermore, you must clarify your status regarding NGO registration or your interest in Google Ad Grants. This information is essential for tailoring the audit to your specific needs and circumstances.
After you have filled in all these details with precision and care, review them to ensure accuracy and completeness. Submitting accurate and comprehensive information is crucial for a meaningful audit.