Do you run a charitable organization that wants to reach out to like-minded people who are interested in solving the same social problems that you and your organization are working against. Or do you want to recruit more new employees who can help you achieve the goals of your non-profit organisation? If so, this article is written for you!
“At Google, our mission is to make sure that information serves everyone, not just a few.”
– Sundar Pichai
Most charities have a clear and distinct plan for how they will achieve their goals and committed leaders to carry out these plans. What they often lack are the large marketing budgets needed to get the message out into the world to all the relevant people that charities depend on for donations or active contributions. Google wanted to do something about this and they have then created Google Ad Grants.
Adseo is a Google partner and can therefore help your organization obtain and manage Google Grants.
Read more in the article below.
What are Google Ad Grants?
Google Ad Grants is a scheme where charitable organizations that are run solely to combat a societal problem without creating profit for themselves can receive up to $10,000 a month to use for advertising on Google’s search network. It is therefore text-based ads on Google’s search network and not shopping or display ads that are possible through this scheme.
See example:
Google ad grants gives your organization an opportunity to become visible and searchable to those who are actively searching for the opportunity to give gifts to charities. With an advertisement, you potentially end up at the top of the search results and the opportunities to get more contributions become significantly greater.
Which organizations can be awarded GA Grants?
In order to participate in this scheme, your organization must be a so-called “non-profit” organization that has been verified as a charitable organization in one of the 65+ countries that Google offers this scheme in. When you start the application process, your organization will be verified by Techsoup or a local partner of Techsoup to see if your organization meets the requirements set by Google. You must also have a website of a certain standard with relevant content about your organisation. Rules apply here such as that the organization must own the website the users land on, the website must load relatively quickly and have minimal ads, but in our experience a “normal” website is more than good enough. You can read more about the website requirements for the Google grants scheme here.
These organizations can be aimed at anything from poverty in Yemen, littering the sea or expanding the habitat of the Indian tiger. However, you cannot apply for support from Google if you are a government unit or organisation, hospital or healthcare organisation, school, academic institution or university (Google for Education offers a separate program for schools).
Since 2003, Google has given out over $10 Billion in free advertising to over 115,000 different organizations in over 51 countries. As long as you are a “non-profit” charitable organization that has a website that is within Google’s requirements, you should be able to get Google ads grants granted. By collaborating with us at Adseo, we help your organization with the process.
What are the requirements for the Advertisement?
There are quite a few requirements for how your ads themselves are designed and maintained in order to ensure the quality of the ads you share with the outside world.
Account structure:
A well-structured account is important to show the target audience you are interested in the right ad at the right time without breaking Google ad grants’ rules.
Ad Grants accounts must have:
– Correct geographic targeting, i.e. specific geographic targeting to display ads in places where information about and the services of your non-profit organization are useful for users.
If you do humanitarian work in Nepal, but your primary online goal is to raise donations and volunteers in the US, then you need to show your ads in the US and not the world.
If you primarily serve your local community, your ads should only appear in your city or neighborhood.
– At least 2 active ad groups per campaign (if you are not exclusively using smart campaigns) each containing a set of closely related keywords and 2 active unique text ads.
Correct geographic targeting, i.e. specific geographic targeting to display ads in places where information about and services of your non-profit organization is useful for users.
If you do humanitarian work in Nepal, but your primary online goal is to raise donations and volunteers in the US, then you need to show your ads in the US and not the world.
If you primarily serve your local community, your ads should only appear in your city or neighborhood.
– At least 2 active ad groups per campaign (if you are not exclusively using smart campaigns) each containing a set of closely related keywords and 2 active unique text ads.
-At least two unique sitelink extensions.
– Ad Grants accounts that do not exclusively use Smart Campaigns must have a click-through rate (CTR) of 5% each month (at the account level, not necessarily per keyword). If the CTR requirement is not met for two consecutive months, your account will be temporarily disabled. vIf your account is deactivated, you must make changes so that the account complies with Google’s requirements and then request that the account be activated again.
– The Google ads account must also have conversion tracking set up where the tracking receives at least 1 conversion per month. This can be anything from donations or contact via telephone which is set as a conversion target.
Bidding
Ad grants require all campaigns to run conversion-based smart bidding unless they use smart campaigns. Bidding The strategies that apply are therefore: maximize the number of conversions, maximize the conversion value, target CPA or target ROAS bidding.
Click here to get started with Google grants on your own. Or contact us in Adseo for guidance.
FAQ
Answers to frequently asked questions
What are Google Ad Grants?
Google Ad Grants is a scheme where Google gives charities up to $10,000 a month in advertising budget on the Google search network so that they can reach their target audience with their message.
Is it allowed to have a normal paying Google ads account next to the Google ad Grants account?
Yes, standard accounts are a great way to reach even more people and access additional features such as remarketing, image ads and video ads. Your accounts will not compete with each other because Ad Grants ads are in a separate auction that comes after paid ads.
Do I have to spend $10,000 a month on advertising?
No, there is no requirement for how much you must spend.
How much do Google Ad Grants cost?
You don’t have to pay anything for Google Ad Grant’s campaigns. You will be awarded $10,000 in advertising money per month, this will not be carried over to the next month if you do not use the entire amount.
Take advantage of the opportunity to contact us in Adseo. Adseo is a performance marketing agency that works with Google advertising ads, search engine optimization for Google its organic search and Google my business every single day.
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