Google Ad Grants – Everything you need to know about it.

Despite how dirty it sounds, no association can complete its mission without proper funding. Although in order to start receiving private donations, charities must be able to advertise themselves properly.

However, there is often a difficulty with money in a non-profit reality, so the capital needed for advertising expenses is out of the question. But what if the world’s largest paid advertising platform were able to give nonprofits a whopping $ 10,000 a month for advertising?

This is the reality that Google’s grant program for nonprofits creates. For many organizations, Google’s grants to charities serve as a strong foundation for advertising. The almost free advertising that the program offers can help your organization acquire website users while promoting the impact of your organization. Although the news is great, it still leaves a lot of unanswered questions:

  1. What exactly is Google Grants?
  2. Who is eligible?
  3. What is the application process?

What exactly is Google Grants?

Simply put, Google’s grants to charities provide approved charities with $ 10,000 per month advertising spend on ads that appear on Google searches. According to Google,

“Raise ads, attract donors, and recruit new volunteers through Google search ads.

Google’s Charity Program shows your message to people looking for charities like yours. Each eligible nonprofit has access to up to $ 10,000 per month in search ads displayed on Google.com. Additional Google ads can be purchased in a separate account. “

Although that leaves the question, what exactly are “search ads?” Have you ever noticed that when you search for something on Google, the first 2-3 links at the top of the screen will look like ads? For example, suppose you want to buy a pair of tennis shoes, then you search for just that in Google. You will probably find ads from brands such as Nike, Adidas, etc. at the top of the page. These companies are acquiring this advertising space because they know you are looking for specific shoes thanks to Google’s advanced AI algorithm. These brands pay Google to not only display these links to reasonable customers, but also for every click on that ad.

Google’s nonprofits’ grants align the playground for nonprofits and allows you to place your own ads in highly sought-after areas. For example, imagine you are an animal rescue organization and you have dogs available for adoption. You can advertise to people who are in your geographic area looking for dog adoption. Your ads will then appear when people search for these terms, and then when they click on them, they will be redirected to your site.

With funding from Google Ad Grant, your association’s site can appear on Google without costing you a penny. You can “spend” up to $ 10,000 a month for these advertising space. Depending on the number of people looking for what you provide, you can reach a lot of people for free with Google grants to charities.

It should be noted that the grant only applies to search network marketing, ie without display ads (the advertisements you would see on sites) and without video ads on YouTube. So if you are planning to create a creative and touching video that will be used in the campaign, be prepared to split your money.

Who is eligible?

While most non-profit organizations are eligible for the grant, there are a few exceptions. According to Google,

“To apply for a Google Account for Nonprofits, you must be a charity and have full compliance Eligibility requirements In your country. Please note, some types of organizations are neither eligible nor verified. Please confirm that your organization is:

  • Not an entity or governmental organization
  • Not a hospital or health organization
  • Not a school, academic institution or university (Google for Education Offers a separate program for schools) “

Although these are the requirements for receiving Google grants to charities, there are additional grants for you to use. This system of requirements revolves mainly around the organization’s website. According to Google’s website,

  • “Website Owned
    Your organization must own the domain that users land on when they click on your ad.
  • A quality site
    • Your website must include a strong and clear description of your organization, mission and activities.
    • It must have significant content, events and up-to-date information, clear navigation and clear calls to action for a quality user experience.
    • The content of your site must be unique to your organization.
    • Your site must load quickly, contain no broken links, and (for all new domains) be Secure via HTTPS.
  • Commercial activity
    • Commercial activity must not be the goal of your site. This includes sales of products and services, offering advice, generating leads and providing referrals.
    • Business-like sites or blogs / blogs for profit are not allowed.
    • Any limited commercial activity must describe how they support your mission.
    • If your organization charges for products or services, your site must describe how your organization uses the funds, for example, by disclosing an annual report.
    • Your site can not make claims that promise results only after consultation, service or purchase.
    • Your organization must serve the public in some way, not just those who pay for service.
  • Restricted ads on the site
    • Advertising on your organization’s website must be relevant to your mission and not interfere with users.
    • Your site may not be a host Google AdSense Ads or affiliate advertising links.
    • If you are required to link to an AdSense account in order to receive payments for the Android Market, you are eligible as long as you do not display AdSense ads on your site. “

How to apply for the Google Grants Program?

Although the application process may seem technical and confusing, by doing a checklist you will find that it is easier than most other grants and with much less stress. You see, “applying for a grant” may not be the best way to describe it, but it may be better to say it’s just a process. The first thing you want to do is sign up for Google for Nonprofits. The first step in this is to validate your organization using TechSoup. They will provide a “verification token” that you will need to enter in Google. You can verify your organization Here.

The next step is to actually sign up for Google for Nonprofits. You can do this by going Here. As a note, you will need:

  • Agree to Google’s Terms and Conditions.
  • Prepare your tax / EIN ID by hand.
  • Enter your verification token from TechSoup.
  • Fill in your personal contact and organization information.
  • So just send and wait for an answer, no need to stress about this part. According to WholeWhale, as long as you follow these steps you will have a “95%” chance of being accepted.

Once accepted to Google for Nonprofits, all you have to do is actually “apply”. Although as stated earlier, this is more of a multi-stage process rather than an actual implementation process. You will need to:

  1. Log in to Google for Nonprofits
  2. Click Activate under Google Grants for Charities
  3. Fill out a 20-minute assessment by clicking on the link to the eligibility form.
  4. Return to Google for Nonprofits
  5. Click Activate under Google Grants for Charities
  6. Click the confirmation box that you filled out the eligibility form
  7. Click Run to submit your session for review

The testing process usually takes up to three business days according to Google. Although as long as you are eligible, your association should soon be sitting on a new and higher advertising budget of $ 10,000 a month. Although the last thing that is important to note is that you may have set a high daily budget, it is not always guaranteed that the ad will spend. You will need to conduct proper keyword research and make sure your site is suitable. Watch out for next week’s blog from Planstreet where we discuss and associations can set up effective campaigns

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