Google Ad Grants for Non-Profit Organisations

$10 000 Monthly Advertising

Share your cause with the world!

  • Raise brand awareness and grow the reach of your NPO
  • Attract the attention of new donors to support your NPO
  • Attract more volunteer support
  • Minimize expenditure and maximise exposure

The Google Ads Grant offers eligible NPO’s access to $10 000 per month in advertising spend on Google search. This allows NPO’s to promote their organisation’s mission and initiatives using Google’s extensive advertising network.

By utilising the advertising value of this grant and leveraging Google’s advertising platform, your NPO’s website can potentially attract anything from 5,000 – 15,000 visitors per month

Google enables NPO’s to track online donations, newsletter signups and volunteer registrations, keeping you informed of those who drive your NPO forward.

Benefits of Advertising on Google

Raise awareness and spread your message to a global audience

As the digital revolution gains momentum, more and more NPO’s are improving their online presence, but their website are often not easily identified. By using Google Ads you can improve the likelihood of placing your ads on the first page of Google, drawing the attention of people searching for NPO’s similar to yours. You can use relevant keywords and customise your ads to raise awareness of your mission

Maximise exposure and minimise expenditure

Over 3 Billion people search on Google daily. By using Google Ad Grants along with clear crafted campaigns, your NPO can reach this vast new network of potential donors, volunteers and supporters. If implemented and managed correctly your NPO can attract up to 15 000 additional visitors per month, without having to pay the normal cost of adverting in this space.

Recruit more volunteers

By using Google Ad Grants, your NPO can grow its newsletter subscriber list, promote volunteer programmes, and upcoming workshops and events

Grow your network of donors

As with most NPO’s, the lifeblood of your organisation is donor support. People all over the world and locally are searching to support charitable initiatives. By creating a campaign that contains relevant keywords and appealing ads, you can draw the attention of potential donors searching for NPO’s to support

How Google Grants work

Google Ad Grants uses Google Ads as the platform to build the campaigns.

This is where keywords are researched and selected, and adverts are written that you generally see on the top of Google as sponsored ads. The keywords in your campaigns determine when and which adverts get triggered for specific searches. This is an important creative process, as it allows your NPO to display its ads to a targeted audience of people who are searching for an NPO similair to yours.

A qualifying NPO receives $10 000 in advertising value every month. This budget can be used for text ads on Google search and image ads across Google’s display network of partner sites. Remarketing can also be used, where your NPO can display its ads to people who have previously visited your site, but not taken action.

How Google Grants work

Google Ad Grants uses Google AdWords advertising platform.

This is where keywords are researched and selected and adverts are written which you generally see on the top of Google as sponsored ads. The keywords in your campaigns determine which adverts get triggered for specific searches. This is an important creative process as it allows you to display your ads to a targeted audience of people who are searching for a non-profit like yours.

A qualifying NPO receives $10,000 in advertising value every month. This budget can be used for text search ads, image ads across Google’s display network of partner sites, as well as for remarketing by which you can display your ad to people who have previously visited your site but not taken action.

Once you’re application has been successfully approved you can then proceed in setting up your campaigns in one of two ways, via Google Ads or Google Ads Express.

Google Ads Express is perfect for the one-man marketing team or those with limited knowledge of the platform. However, to get the most out of your donation from Google, I recommend using the full Google Ads option.

Allowing a Digital Professional to manage and optimise your account and get the most reach and engagement from your spend can be the difference between 1 000 and 100 000 visitors per year.

AdWords vs. Adwords Express

AdWords vs AdWords Express

Once you’re application has been successfully approved you can then proceed in setting up your campaigns in one of two ways, via Adwords or Adwords Express.

You can run your ads via AdWords express which is an easy to set up management tool that allows you to create ads without all the complex targeting which Googles algorithms will handle.

This is perfect for the one-man marketing team or those with limited knowledge of the platform. However, to get the most out of your donation from Google I recommend going with the Adwords option.

Allowing a digital professional to manage and optimise your account and get the most reach and engagement from your spend can be the difference between 1000 and 100 000 visitors per year.

Who can qualify?

First, you / your organization needs to fall within the list of eligible countries, see map below
“South Africa” included

Your NPO must hold a valid “charity status”. This means that your NPO must be registered as a charitable organisation in your given country and registered with, and validated by, the local TechSoup partner in your country.

Your NPO must be recognized by your country as a tax-exempt organization, formed for educational, charitable, religious, literary or scientific purposes.

Your NPO must have an active website and relevant content.

Note the following organisations are not eligible for Google Grants:

  • Hospitals and medical groups
  • Schools, childcare centres, academic institutions and universities (philanthropic arms of educational organisations are eligible).

The campaigns must be implemented and maintained according to the quality and performance standards as specified by Google’s Performance and Advertising Policy requirements. Google has recently enforced the following performance levels by which all campaigns need to adhere:

  • An overall CTR (click-through rate) of at least 5% needs to be maintained
  • All keywords with a QS (quality score) below 3 must be removed

This is a higly technical and tme consuming skill. It is highly recommend to employ the services of a qualified digital professional to manage and optimize your campaigns on your behalf. Contact me for assistance

Steps

1.  Check if your NPO is eligible

2.  Register with the local TechSoup company

3.  Create a company Gmail address

4.  Access your validation token from TechSoup

5.  Apply to Google for Non-profit by completing the application form

7.  Create a AdWords express account

OR

Contact a Google Ad Grant professional who will:

1. Manage the entire application process

2. Create a Google Ads account

3. Set-up and monitor all the campaigns

4. Ensure campaigns remain eligible; and

5. Provide reporting on a monthly basis

Let a Google Ad Grant specialist, Do It All For You

  • I facilitate the entire application and approval process for the grant
  • I plan and implement all the advertising campaigns
  • I do campaign monitoring and performance optimization
  • I make the required performance adjustments in order to keep the campaign eligible
  • I set-up web tracking and deliver weekly or monthly performance reports

Let myself, Grant Specialist, Do It All For You

  • I can facilitate the entire application and approval process for the grant
  • I plan and implement all the advertising campaigns
  • I do campaign monitoring and performance optimization
  • I make the required performance adjustments in order to keep the campaign eligible
  • I Set-up web tracking and deliver weekly or monthly performance reporting

Charles Claassen

Google Ads Certified Professional

Google Ad Grant Specialist

Please feel free to contact me for a free consultation on the Google Grant application and approval process.

You’re welcome to call, email or Skype me, or complete the contact form on the right and I will get back to you soonest.

Cell: +27(0)72 840 5515 Tel: +27(0)44 533 0198    Skype: charlie.claassen1 charlie@trafficmagnet.co.za web: trafficmagnet.co.za

Contact Me!