Mike Nelsen, Search Engine Marketing Manager  ●  3/5/2018

5 Questions Smart Fundraisers Have About Google Ad Grants

Google Grants

If we told you we’d give your organization $10,000 every month, you’d probably either call us a “super donor” or think it was too good to be true. Well, in a way, Google has already offered to be this “super donor” for more than 35,000 nonprofit organizations. And yours could be next! The catch? The $10,000 contribution isn’t in cash, but in in-kind advertising credit on their search engine marketing platform, Google AdWords, through Google Ad Grants.


Here Are the Top 5 Questions Smart Fundraisers Have About Google Ad Grant

What is Google Ad Grants?

Google Ad Grants allows nonprofits that fit certain criteria to create campaigns that show text ads on Google’s search engine results when users search on a query related to your nonprofit.

Many organizations, both nonprofit and for-profit, use a combination of organic search engine optimization (optimizing your website to improve your Google search ranking) and paid search engine marketing (using online advertising to drive search traffic to your website) to reach users on search networks such as Google. Ad Grants provides an opportunity for your organization to access the world of paid search engine marketing without spending a dime.

To successfully capitalize on your Google Ad Grant, you’ll either need someone at your organization or a third-party account manager to direct the account. This isn’t a “set it and forget it” offer. Active management is necessary to fulfill Google’s list of policies and requirements for Ad Grants and to get the most bang for your in-kind-advertising buck.

Is my charity eligible for Google Ad Grants?

Google does have some restrictions on who can be approved to join their Google for Nonprofits program and enroll in Google Ad Grants. If you aren’t in one of the several dozen countries Google lists in their eligibility guidelines; if your organization is considered a government entity or organization, a hospital or health care organization, or a school, academic institution, or university; or if you engage in what Google defines as discrimination policies or efforts, you won’t be able to procure an Ad Grant. Additionally, you’ll need to register with the national TechSoup partner for your country as a validated nonprofit organization and meet your country’s individual guidelines. For the United States, this means being a 501(c)(3) nonprofit organization formed for a tax-exempt purpose, and not a fiscally sponsored organization. For more details on what that means, or for requirements for another country, check out their guidelines.

How can Google Ad Grants help my charity?

Taking full advantage of the opportunities offered in Google Ad Grants can help your nonprofit in many ways, especially when you focus on your organization’s goals.

10 Ways a Google Ad Grant Can Help Your Charity:

  1. Drive more donors to give to your organization.
  2. Better understand who is donating and what they are searching before they donate. The terms and phrases donors search may not always bebranded or fundraising-centric. For example, a food bank donor might search “child hunger,” “volunteer at local food bank,” or “food and hunger.”
  3. Raise awareness about your organization and its mission locally, nationally, internationally, or a combination of all three.
  4. Increase newsletter sign-ups, volunteer registrations, phone calls, contact form fills, and more.
  5. Set up tracking in the grant and on your website to measure these conversions and learn more about what is driving them from within the grant.
  6. Link your Google Ad Grant to Google Analytics to track donors’ journeys through your website after they click your ad. You can also collect demographics and other data about them.
  7. Determine the effectiveness of different messaging in search ads with A/B testing.
  8. Understand what search queries donors interested in your organization are entering into Google’s search bar.
  9. Use search query insights to create new content pages based on search terms, improving quality score, relevancy, and engagement with donors.
  10. Drive donors to more relevant landing pages deeper within your site others may not reach, providing more relevant content and more meaningful interactions with you.

These are only some of the examples of what Ad Grants can do for your nonprofit. Finding applications both general to nonprofits and specific to your organization is the key to maximizing the grant’s effectiveness and value.

Where can I learn more about Google Ad Grants, Google for Nonprofits, Google AdWords, and other Google products and services?

Google is your first stop to find answers to almost any question you may have about their products. There is a series of articles about their products, or you can get live support from their support teams on the phone or through live chats online.

Who can help me determine my eligibility status, set up my account, go through the application process, and actively manage a Google Ad Grant?

Hint: You’ve already found us. Contact TrueSense Marketing today with any questions about what Google Ad Grants can do for your 501(c)(3) organization, how we can help you get approved, or how we can actively manage your Google Ad Grant.



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