Google Ads For Non Profits

Lisa Trevelyan , ,
Running a nonprofit organization brings just as much responsibility as a business relying on profits. As an owner of a nonprofit organization, you are required to work rigorously to attract donors to keep the system up and running.
Doing so is certainly not possible without aggressive marketing and drives, to get the funds needed. In today’s world, most nonprofit organizations are working through the internet. Such organizations are taking full advantage of tools offered by Google and Google Ads to ensure the success of their business.
Google Ad Grants is a very helpful initiative by Google to help a nonprofit organization thrive. Not only does it help businesses operate successfully, but it also boosts welfare as such organizations work towards improving this world.
The Google Ad Grants Program is designed to give an opportunity to nonprofit organizations to successfully advertise on Google Ads. There is absolutely no cost for it if your organization is a nonprofit. The grant equals $10,000 per month which must be used to promote the organization’s agenda on one of the biggest platforms – Google.
To secure the grant, Google has set criteria and companies must go through a mandatory application process. Google reserves all the rights to accept or deny the grant requests.
Here are all the factors that make an organization eligible for Google Ad Grants:
  • Company must have current and valid charity status.
  • Must agree to Google Grant’s certifications on how to get and use donations from the grant.
  • Must be a fully functional website with enough information about the company.
  • Google has also mentioned the types of companies and organizations that are not eligible for Google Ad Grants.
  • Government organizations.
  • Medical organizations such as hospitals.
  • Educational institutes including childcare centers.
Are you worried about losing the eligibility for Google ad Grants for your organizations? Justifiable! But you can always take steps to keep your organization eligible. Below we have discussed some points to help maintain eligibility.
This is important because Google can disqualify you even after you have scored the grant, therefore, you should keep a close watch on your business activities to remain eligible throughout. Here is what you need to do:
  • Every ad must link to the URL you submitted while applying for the grant. It must be approved by Google.
  • Log in to your Google Ads accounts at least once a month. Not doing so may lead to disqualification. Your participation matters!
  • Your ads must send out the right message and it should be aligned with the mission and goals of your nonprofit organization. If you are selling products, then you are to make sure that all the proceeds are going towards charity purposes.
  • Your ads should not send visitors to other pages or websites.
  • Google does not cater to ads that offer financial products ( e.g. you cannot promote mortgages and credit cards).
  • You should not ask for donations in the form of valuable goods such as cars and property.
  • Do not display ads from Google AdSense or other related links when using Google Ad Grants
The slightest degree of violation can take away the Google Ad Grants opportunity. Once you abide by all the rules laid out by Google, you don’t have to fear any disqualification.
As a Google Ad Grant applicant, you must also be aware of the fact that you have to spend the $10,000 given to you by Google, on the Google platform. You do not have the option to save it or spend it somewhere else.
Spending $10,000 a month does seem beyond the bounds of possibilities, but it is certainly not impossible. Experts say that there are ways to optimize and you can eventually spend such a huge amount. Discussed below are a few ways.
Firstly, most of us make the mistake going over-the-top with negative keyword usage. DON’T DO THAT! You need to keep a balance in order to make a smooth sailing. Try to add keywords looking for donors and volunteers and of course, to make people as aware as possible. Stick to keywords that give greater returns and attract donors quickly.
Moreover, keyword selection matters a lot. Even one wrong keyword can affect your business and its image. Every keyword must depict a true picture of your business and must match the idea of what you are trying to achieve. For example, if you are trying to raise donations, then it must be relevant to raising money and donations.
Irrelevant keywords defeat the purpose of your campaign and this is the last thing you would want to happen. You may go a little out of the box to find spectacular keywords, but then again don’t go so overboard with it that it loses the purpose.
In addition to this, do not make the mistake of restricting keywords match to an unhealthy extent. Go for broad match types as it will help you in spending the stipend you received through Google Ad Grants. Broad match types tend to bring more impressions and clicks, so it is always a wiser idea to follow this approach.
Here is a step-by-step guide of how you can apply for the Google Ad Grants.
Step 1: Check out the requirements and make sure your organization is eligible. You may scroll up and check out the criteria.
Step 2: Apply for a Google for Nonprofits account if you meet the eligibility criteria.
Step 3: In the Ads Grant enrollment guide on Google, you will find a pre-qualification form. Fill and submit it.
Step 4: Wait for approval and once you have received it, complete the steps to finally set up the account.
Step 5: Now is the time to set up your campaign and to submit your account for approval and review.
We hope you have an idea of how Google Ad Grants work. It’s a great initiative by Google that has encouraged many nonprofits to work towards the betterment of society. If you plan on operating a nonprofit organization, do take advantage of this opportunity.

About Lisa | Spherical Strategies Content Creator & Copywriter

Lisa works with Spherical Strategies as a content creator and copywriter. She brings a deep understanding of human motivation to her mastery of writing by utilizing her education in market psychology. She has worked over the past several years as a private contractor, providing industry-specific content and editing for companies of all sizes.

Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.

 

If you’re interested in discovering more, take a look at our website and connect with us to help you fulfill your branding goals. Visit https://sphericalstrategies.com today.