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If you’re a nonprofit organization, school, library, or another type of non-commercial entity, you might be eligible for a Google Grant account.
This will allow you to advertise your organization free of charge using Google Ads campaigns.
In this blog post, we’ll go over what a Google Grant Account is, who qualifies for one, and how to get one if those criteria are met.
Let’s dive in!
Google Grants are special grants nonprofit organizations can apply for to amplify their business with Google products free of charge. For example, you can be allocated $10,000 to spend on ads.
Nonprofit charitable organizations must be in good standing to obtain a Google for Nonprofits account.
Despite meeting all eligibility requirements in their countries, specific organizations are not eligible and will not be verified.
Please ensure that your organization fits one of these types:
All these examples of organizations are eligible for verification.
Also, Google for Education has a separate program for schools.
Nonprofit organizations can receive $10,000 per month (daily cap of $329 USD) in Google search advertisements via Google Ad Grants.
There are limits to the bids and budgets in your Google Ad Grants campaigns. Even if you are able to enter higher budgets, the overall daily expenditure for the account will be capped at $329 USD.
You need to allocate the budget wisely, depending on what goal your Google Ad Grant account pursues.
You must maintain a 5% or higher click-through rate (CTR) each month. If you don't maintain a 5% CTR for two consecutive months, your account will be temporarily deactivated.
To get more clicks and a good CTR, keywords should have a good quality score.
So you definitely want to see 6/10 or higher quality scores for most of your keywords.
We recommend adding at least five sitelinks (expanded), five callouts, and two structured snippets extensions.
Location targeting in Google Ads allows you to select the geographic areas where your ads appear: countries, areas within a country, a radius around a location, or location groups, which may be areas of interest, your business venues, or tiered demographics.
For example, if you work with families in London, you shouldn’t advertise in Brighton. You may benefit from targeting entire countries if you’re a large international non-profit organization.
If your non-profit doesn’t operate programs in all areas or cities, or if you’d like to focus your advertising efforts on certain areas of a country, consider using more precise targeting.
For example, if you’re a locally-based non-profit organization and your beneficiaries and supporters live in a radius around your location, target this radius.
Single-word keywords will be paused by the Ad Grants Policy Enforcement:
Your own branded keywords form another one-word keyword exception, and you are forbidden from using competitors’ branded key expressions.
It's possible to use a Smart Bidding strategy to achieve greater results with Google Ads Grant accounts, but the most important benefit is that it allows the system to bid up to $2.00 more than what you can bid manually as a result of the program's limitation.
To use Smart Bidding, you must keep track of conversions (a requirement for Google Ad Grants for Nonprofits).
Smart bidding strategies you can use are:
Maximize conversions, target CPA, and target ROAS.
If you don’t display active management, Google will suspend your account and you will have to request to be reinstated.
All grantees must complete an annual program survey. You can check whether you've completed the survey by logging in to your Google Ad Grants account. If you submitted it earlier in the year but haven't received a notification that it is still outstanding, Google has not been able to successfully capture your submission based on the consumer ID entered, and you should resubmit it.
You should nail the important keywords in your Google Ad Grants ad while avoiding the well-known single-word keywords like “donation,” “nonprofits,” and “charity.” Make sure that you also cover all relevant mid-volume queries when performing keyword research.
Quantity is not as important as quality, so shift your focus from quantity to quality. Use long-tail keywords.
If you want to create successful Google Ad Grants campaigns, you should create them with specific long-tail keywords and a clear landing page in mind.
Do not restrict your match types too much. You want to spend this money in a way that benefits your firm, but at the same time not limit your match types too severely. In return for spending this money, you will receive a lot of impressions, clicks, and site visitors, as well as become open to a wide range of searches.
We recommend using broad keywords and, after some time of testing, working with Search terms report.
Keep an eye out for search terms that may not be relevant to your business and add them as negative keywords.
This boost in relevance will make your ads more interesting to your audience.
As a result, there will be fewer wasted impressions on your ads. That will mean more conversions and CTR rates.
The quality score and CTR are largely dependent on the connection between the ad copy and the content on the landing page, so it is crucial to create highly targeted campaigns with a clear landing page idea.
To find your important keywords, brainstorm a list of things that your non-profit cares about.
These may include issues your non-profit is tackling, communities you serve, things you stand for, or services you provide.
Use data-driven keyword research to determine your keywords. Take one of them and enter it into Google’s Keyword Planner.