Could your non-profit benefit from free advertising from Google, in what they call the Google Ad Grant? Almost certainly, yes! The modern-day sees potential volunteers, participants and donors frequently using the web to research their next steps and putting your website at the top of the search results can make an incredible difference.
The best part is that it’s absolutely free.
What are Google Ad Grants?
Google Ad Grants are essentially ad credit for non-profits, that you can use towards text-based Google Ad campaigns. An example would include paying to appear in prominent positions in search results so that when someone in your audience searches for something related to your non-profit, your results are shown first.
Qualifying non-profits can benefit from $10,000 for free, per month, from the Google Ad Grant to run text-based search campaigns. You simply run your advertising campaigns from the account you set up, where you’ll be capped at a daily rate equivalent to $10,000 per month. No additional funds are needed, nor are payment details taken.
It’s fair to say it’s well established too. Google estimates that it has provided over $10 billion in free advertising to 115,000 non-profits across 51 countries since 2003, making it no small scheme.
Are Google Ad Grants Worth it?
Google Ad Grants are absolutely worth it. If your non-profit qualifies, it’s an opportunity for free advertising, in an area that is both effective and a touch expensive. Particularly for smaller non-profits, this really levels the playing field.
Google estimates that for every $1 spent on Google Ads and Search, businesses make $8 in return – and so a grant of up to $10,000, could see your nonprofit gaining $80,000 for no additional cost to you if done well, especially if you can utilize SEO practices.
That’s before even considering the resultant benefits, such as potentially building an email marketing list, which can be incredibly lucrative for non-profits.
Whilst that is hard to beat, the data you gain from these too is almost priceless. At no cost to you, you can figure out how tiny nuances in your messaging can change the effectiveness of it, or the demographic of people most engaged. You might find that your physical radius of people interested in your site is much wider than you originally believed or find pockets of areas keen to hear your message.
To put it in more traditional terms, an ad in a magazine may bring you some more sales, but it won’t tell you anything about how to make more. These kinds of insights are invaluable – and you’re able to get a lot of it from a significant budget… for free!
How to Use Google Ad Grants
To use Google Ad Grants, its eligibility criteria are as follows: you must hold a current and valid charity status, such as a 501(c)(3) in the U.S. You’ll need to have a functioning website with reasonable detail on the non-profit itself, as well as expected website security settings and documentation.
If you have this, you’ll need to request a Google For Non-Profits account. This will be validated within 2-14 business days by a validation partner, who may contact you for more information if needed.
If approved, you’ll need to complete the account activation by agreeing to terms and conditions about how your donations will be used, activate your product within it and begin loading the advertisements. If you stick to the rules on what and how you advertise, that really is it. As easy as that!
As for what you should run? There are plenty of options out there to teach you how to use Google Ads for Google Ad Grants best, but just remember to frequently check in on your ads, and change ones that aren’t working for you. At Anthem Comms, we can help you maximize your marketing strategy, so don’t hesitate to reach out if you could use a little extra support!
Google Ad Grants for Churches
Churches as non-profits do qualify for Google Ad Grants. There are plenty of ways to make the most of this, including using search results for those within an immediate radius of the church itself, serving to make you more easily findable for potential attendees.
Who can’t get a Google Ad Grant?
If you are a government entity or organization, or a hospital or healthcare organization, you will not be eligible. You also won’t be eligible if you’re a school, academic institution, or university – although Google for Education may be available in these circumstances.
If ever you need help with your marketing? Contact Anthem Comms.
