GETTING $120,000 IN GOOGLE GRANTS FOR ADVERTISING

AND HOW TO MANAGE IT

GOOGLE NONPROFITS

Google Ad Grants

Google Earth Outreach

YouTube Nonprofit Program

APPLICATION PROCESS

IT’S AS SIMPLE AS THAT!

GOOGLE NONPROFITS

Google Ad Grants

Google Earth Outreach

YouTube Nonprofit Program

GOOGLE AD GRANTSADWORDS FOR NON-PROFITS

WHAT IS GOOGLE ADWORDS?

GOOGLE ADWORDS IS AN ONLINE ADVERTISING SERVICE

•A program by Google that lets you manage your

advertisements.

•Display your ad on the Google search network.

•Uses a bidding system to rank ads.

•Much more

AD GRANTS FOR ADWORDS CAN HELP YOU

GET YOUR MESSAGE TO THE RIGHT PEOPLE

•Get your message to your target audience as they’re searching for you.

Grantees report that 25.3% of their site visits come from AdWords ads.

GENERATE DONATIONS

•Grantees can solicit donations in

their AdWord Ads.

27% of Google Grantees report

“generating donations” as their

most important metric.

AD GRANTS FOR ADWORDS CAN HELP YOU

ENGAGE VOLUNTEERS AND SUPPORTERS

•Recruit volunteers and engage

supporters directly from your

advertisements.

AD GRANTS FOR ADWORDS CAN HELP YOU

YOU MAY BE ELIGIBLE FOR A GRANT IF:

ELIGIBILITY FOR AD GRANTS

•Hold valid charity status.

•Agree to nondiscrimination clauses.

•Functioning website with substantial content.

CHARITY STATUS IN THE UNITED STATES

•Must have 501(c)(3) status with

the IRS.

•Must appear in the online

database.

YOU ARE NOT ELIGIBLE FOR A GRANT IF:

•Government agency or organization

•Hospitals or medical groups

•Schools, childcare, academic institutions and universities.

•Most who aren’t eligible for a grant are eligible for Google’s other

nonprofit services (Google Earth Outreach and YouTube Nonprofit

Program)

MAINTAINING ELIGIBILITY

•Link to the one domain that

was approved.

•Log in monthly

(recommended daily).

•Ads must be relevant.

•Strictly commercial is prohibited.

•Cannot link to pages whose primary

purpose is to link to other pages.

Ads offering financial products:

•mortgages

•credit cards

Donations of:

•cars

•boats

•property

CANNOT DISPLAY GOOGLE ADSENSE ADS

MANAGING YOUR GRANT MONEY IN ADWORDS

•Manage AdWords daily.

•Many only spend $330 a month (out of

$10,000!)

•3 billion searches on Google every day!

•Never submit any billing information.

CLICK THROUGH RATE

Managing your Click Through Rate:

1. Create closely themed keyword groups 

2. Regularly adjust your bids

3. Keep an eye on the competition’s ads

MAINTAIN LOW COST PER CLICK

Google determines the amount of your

cost per click based on your Quality

Score, which is determined by 3 main

factors, including:

1)   click through rate

2)   ad relevance, and

3)   landing page experience

GOOGLE ADWORDS CONVERSION RATE

You can maintain a high conversion rate by keeping a close

watch on Adwords data.

 

1) Specific Keywords

2) Negative Keywords

WHAT ELSE?

• Enhance your campaigns for users on Mobile

Devices

• Enhance your campaigns for users’ locations

• Enhance your campaigns for certain times 

BENEFITS & RESTRICTIONS:

GOOGLE ADWORDS AD GRANTS

PROGRAM DETAILS

•Daily budget of $329 or roughly $10,000 per month.

•Maximum CPC limit of $2.

•Only keyword targeted campaigns.

•Only appear on Google search results page.

•Text ads only

•May only promote mission based keywords.

ADWORDS EXPRESS FOR GRANTS

Google can manage your account for you.

•Minimal ongoing management.

•Desktop and mobile devices.

•Review the effectiveness on the dashboard.

ADWORDS EXPRESS FOR GRANTS

•Must already have an

AdWords account.

•Must be approved for Google

Ad Grants.

REQUIREMENTS

ADWORDS EXPRESS FOR GRANTS

•Loss of control.

•Not able to set up keywords.

•Ads may show when unwanted.

•Pay for unwanted clicks.

•Lowers conversion rate

LIMITATIONS

GRANTSPRO

•Spending cap of $40,000

per month

•Separate application

process.

REQUIREMENTS:

GRANTSPRO PROGRAM DETAILS

•Tracking at least one (meaningful) conversion.

•Must hit your monthly budget.

•Maintain an average CTR of 1% or higher.

•How will you use your increased budget?

•Be in good standing with Google.

•Authorized representative to

manage account daily.

•Complete an annual survey.

•Must share all conversion data.

GOOGLE NONPROFITS

Google Ad Grants

Google Earth Outreach

YouTube Nonprofit Program

GOOGLE EARTH OUTREACH

MAP OUT SUCCESS FOR YOUR ORGANIZATION:

GOOGLE EARTH OUTREACH

•Create a custom map.

•Create a Google Earth for YouTube

•Publish maps to the web.

Google Ad Grants

Google Earth Outreach

YouTube Nonprofit Program

GOOGLE NONPROFITS

YOUTUBE NONPROFITPROGRAM

TELL YOUR STORY THROUGH VIDEO

YOUTUBE NONPROFIT PROGRAM

•Able to solicit donations and engage viewers in a more interactive

way.

•Free enriched version of YouTube.

•Overlay a call-to-action onto your video.

•Customize your channel.

NEED HELP CHOOSING KEYWORDS?

If your nonprofit would like help with your keywords, comment below and we’ll be

happy to provide suggestions.

WE CAN HELP!