Google Grants: Unlocking $10,000 Monthly for Nonprofits
Google Grants for Nonprofits offers a powerful solution: $10,000 a month in Google Ads credit. This initiative can significantly boost your nonprofit's visibility and outreach efforts through text-based advertising on Google's vast search network.
While it's noteworthy that video ads aren't included in this grant, the value of this opportunity cannot be overstated, especially for organizations aiming to make a substantial impact in their communities.
It's surprising that despite Google Grants offering $10,000 monthly in ad credit, many nonprofits aren't taking advantage.
With few views on informational videos and low subscriber counts on YouTube channels, we're using our blog to spotlight this opportunity and encourage more organizations to take advantage of this valuable resource.
What Are Google Grants?
Google Grants is an in-kind advertising program that provides eligible nonprofit organizations with up to $10,000 per month in advertising credits on Google Ads.
An example of a text ad (Disclaimer: not a real NPO)
This allows nonprofits to display text ads on Google search results pages, targeting potential supporters and spreading the word about their cause without the hefty price tag usually associated with such wide-reaching advertising efforts.
The Power of $10,000 in Google Ads
Imagine reaching thousands, if not millions, of potential supporters, volunteers, and donors every month. With $10,000 in Google Ads credits, nonprofits can:
Increase Visibility: Your ads appear right when people are searching for nonprofits like yours, making it easier to increase awareness and attract more visitors to your website.
Drive Engagement: Targeted advertising can help promote events, campaigns, and initiatives, encouraging more active participation from the community.
Boost Donations: By reaching a broader audience, nonprofits can potentially see an increase in donations, helping to fund their vital work.
Eligibility and Exclusions
Before diving into the benefits and application process, it's important to understand who can take advantage of this opportunity.
Google Grants is specifically designed for nonprofit organisations, excluding government entities, healthcare organisations, and educational institutions.
However, schools, universities, and healthcare organisations might find other Google tools suitable for their needs.
Getting Started with Google Grants
Check Eligibility: Visit google.com/nonprofits to see if your organisation qualifies for Google for Nonprofits, following the on-site questionnaire.
Request an Account: Eligible organisations can proceed to request a Google for Nonprofits account, using the Google account associated with the organisation.
Verify Your Organisation: Through TechSoup, Google will verify your nonprofit status. This involves providing your nonprofit ID, main email, website, and contact details. Verification can take a few weeks, after which you'll receive an email confirmation.
Activate Ad Grants: Once verified, apply for Google Ad Grants within your Google for Nonprofits account. Your activation request will be reviewed, and upon approval, you'll receive an email with details on accessing your Ad Grants account.
Fill Out the Eligibility Form: Complete the Ad Grants eligibility form with accurate info to help Google identify and support your organisation.
Finalise Your Grant: Return to the homepage to activate your grant after submitting the form. Google will review it and you'll receive an email with instructions for your Ad Grants account and billing profile after a few days.
How To Make the Most of Google Grants
We'll look at frequent mistakes nonprofits make with Google Ad Grants and offer tips to avoid account suspension or termination.
Poor CTR (Click-Through Rate)
Clickthrough rate (CTR) can be used to measure how well your keywords and ads, and free listings, are performing. Nonprofits must maintain a CTR of at least 5% at the Google Ads account level.
How to Avoid:
Monitor your CTR regularly.
Improve ad relevance and targeting.
Low Keyword Quality Score
Quality Score is measured on a scale from 1-10 and available at the keyword level. Keywords should have a Quality Score of at least 3/10.
How to Avoid:
Use specific, relevant keywords.
Regularly review and optimise keyword performance.
Low Ad Quality Score
Ad quality estimates user experience with your search ads and landing page. Maintain an adequate Quality Score.
How to Avoid:
Write clear, relevant ad copy.
Use ad extensions (that add extra info to your ad like links and phone numbers) to enhance visibility and engagement.
Using Broad Match or Single-Word Keywords
Broad match ads (as the term suggests) means showing for very broad,related searches, and single-word keywords consist of just one word; nonprofits should avoid using these two to prevent suspension.
How to Avoid:
Use multi-word, specific keywords.
Focus on long-tail keywords relevant to your audience.
Regularly review and refine your keyword list.
Lack of Conversion Tracking
Nonprofits must implement conversion tracking, which involves monitoring and analysing user actions like purchases or sign-ups after interacting with ads.
How to Avoid:
Set up conversion tracking by adding a tracking tag to your site via Google Ads to measure ad performance effectively.
Regularly review conversion data to optimise campaigns.
Infrequent Account Changes
Nonprofits must make at least one change to the account every 90 days.
How to Avoid:
Regularly update ad copy, keywords, and targeting.
Monitor performance and make adjustments as needed.
Insufficient Website Content
The promoted website should have substantial, informative content.
How to Avoid:
Ensure your website is content-rich and user-friendly.
Regularly update your website with relevant information.
Inappropriate Geo-Targeting
Nonprofits cannot target ads to all countries and territories.
How to Avoid:
Use geo-targeting to focus on specific, relevant regions relevant to your nonprofit’s mission.
Localise ad content to address local issues and needs.
This content is partly based on the insights provided by WebUp and Nonprofit Tech for Good. You can watch the full webinar here for more in-depth information.
Leon! Animations Can Help You Out!
Navigating the Google Grants application might seem daunting, but it's a straightforward process that offers a fantastic opportunity to amplify your message without the financial burden.
There are many experts who can help you set up and manage your Google Ads, such as WebUp and even us, Leon! Animations.
We're passionate about helping nonprofits thrive, not just through compelling video content but through every marketing opportunity available.
If your nonprofit is looking to make a more significant impact online, contact us.
We'll guide you through getting started with Google Grants, ensuring you can make the most of this incredible $10,000 monthly advertising gift.
