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Google Ad Grants 101

What is Google Ad Grants?

Google Ad Grants, sometimes called Google Ads for Nonprofits or Google Ads Charity Grant, is an in-kind, free advertising programme for registered NGOs, nonprofits, and charities. Google gives out a monthly grant of $10,000 worth of pay-per-click (PPC) search advertising credits to eligible nonprofits.

If that still sounds a bit confusing to you, consider the following:

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Why is Google giving the grant?

Google Ads, formerly known as Google Adwords, was launched in October 2000 with 350 initial advertisers. With AdWords’ success, Google wanted to find a way to extend the power of search advertising to the nonprofit sector and to further share their philosophy of community service to help the world. April 2003 marked the realization of this initiative, bringing forth what we know today as Google Ad Grants.

Currently, Ad Grants is proving to be a valuable resource to charities all around the world. With a monthly budget of 10,000 USD for PPC search advertising, more than 20,000 nonprofits are reaping the grant's benefits. Ad Grants enabled them to reach a wider audience and connect with people searching for information related to their cause or program.


How does it work?

Google Ad Grants can fuel your nonprofit’s mission by helping you launch your own campaigns, with effective advertising solutions tailored to fit all kinds of charities.

In today’s digital age, your nonprofit organisation can be a simple Google search away from prospective donors, volunteers, and supporters.

Here are some guidelines to keep in mind to maximise this great opportunity:

  • Your ads will appear only on Google search results pages and in positions below paid ads.

  • They will be text-based, with no videos or images included.

  • All campaigns must be keyword-targetted.

  • A maximum amount of 10,000 USD of in-kind Google Ads advertising is given each month.

Find out if your nonprofit is eligible for Google Ad Grants.


How can $10,000 worth of Google search advertising help your charity?

With Google Ad Grants, you can share your message with the people who are most likely to engage with your cause.

  • Gain more visibility and build brand awareness.

Reach a wider audience and maximise the exposure of your charity. Spread your voice across the globe, or share your cause to people near you.

  • Increase website visits and influence consideration.

Get the right people to visit your website, at the right time, with the right message. You can even encourage them to explore and consider your services.

  • Get more leads and donations.

Boost your conversions and online donations with an effective Ad Grants strategy.

  • Attract volunteers.

There’s an average of 1,900 searches a month for the keyword “volunteer in Bristol” - don’t miss this opportunity! Make sure your charity shows up when people search for a keyword like this.

  • Get access to deeper insights to create smarter ads.

Google Analytics and conversion tracking are vital in understanding how your ads are performing the moment they went live. Find the answers to commonly asked questions like, “Which keywords are the strongest?” and “Which ads are driving donations, or recruiting volunteers?”

Eager to learn more about Google Ad Grants? Continue reading.


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