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You heard that right. Google can give your non-profit organization up to $10,000 to spend on Google Ads each month. It’s $120,000 a year and it can be yours if you apply. The question is whether you know how to use Google Ads to raise donations for the cause your nonprofit is serving.
Google Ads is the world’s biggest advertising platform, but it’s also one of the most complicated ones as well -- and that can put people off, especially in the not-for-profit sector. But If you have a registered charity or nonprofit, you’ll probably qualify for Google Ad Grants. So that creates a problem.
This short guide will tell you how to get approved for the grant and give you an overview of how to make the best of it. Read on and feel free to contact Josh Meah at any time if you need assistance with your Google Ads NonProfits advertising.
Your nonprofit can get approved for Google Ads grant if you fit Google’s eligibility requirements. Here’s a quick roadmap of how to proceed.
TechSoup is Google’s partner for the nonprofits grant. It’s a nonprofit that provides technology tools and other resources to nonprofits for a discounted price. Registration with TechSoup is mandatory for enrolling with Google Ads Nonprofits.
Got your TechSoup token? Awesome! Now you’re ready to sign up for Google Nonprofits.
After you get accepted as a Google Nonprofit, follow the step-by-step process as given in Google Ad Grant activation guide for beginners or the activation guide for advanced marketers, depending upon your skill level. Now would also be the time to create your Google Ads account.
Once approved, you’re all set to set up your first campaign and start spending up to $329 per day on free Google Ads. Before that, however, you’ll need to set up your Google Ads account, which is still an empty shell.
Google Ads is quite a beast when it comes to features. The first login to your Google Ad Grants account can be a little overwhelming. But don’t worry. You’ll get better with time and with the following concise guidelines. You can always consider hiring a Google Ads expert if you’re not sure you can do it yourself.
Keywords are simply words that people use when they search for a cause like the one you are promoting. For example, if you have a nonprofit to save rhinos in Africa, one of your keywords can be ‘save rhinos donation’. But how will you know the keywords related to your organization that people are using to make searches?
There’s a bunch of tools you can use, starting with Google Keyword Planner, which is a free resource, to paid tools such as AHREFS, Wordstream, MOZ, and others.
Ad Groups are the building blocks of your campaign. Each Ad Groups contains a bunch of keywords that are related to each other. For example, you can have an Ad Group for collecting donations and another one for collecting subscriptions for email marketing. A third Ad Group may be targeted at people who are looking to sponsor ‘save baby rhinos,’ and so on.
Pro Tip: Do not duplicate keywords in an Ad Group to avoid competing against your own ads and paying more than you should.
Google Ads allows many different ad formats, but the ones that a nonprofit can use include text ads, responsive ads, image ads, video ads, and call-only ads. There are ten types of campaigns you can run. Here’s a look at which ad formats can be used in different types of campaigns:
For best results, each ad should lead to a dedicated landing page. A landing page is where you ask for donations or memberships or try to achieve other campaign objectives. The essential elements of a landing page can include:
Landing pages should be optimized for conversions. A conversion is an action that you’d like your visitors to take, such as clicking the ‘Donate Now’ button.
Effective campaign management is essential if you want to continue using the grant. Google may suspend your account if you violate its account management policy.
To keep advertising free, you should keep an eye on Google Ads as well as Google Analytics. Review your Ad Groups and weed out weaker keywords. Test and optimize your landing pages for conversions. And design compelling, highly relevant ads that get clicked.
This brings us to the end of our short and sweet guide. As you may have noticed, it’s easy for a legit charity to apply for Google Ads grant for nonprofits and get approved. But running effective advertising campaigns and maintaining an active Google Ads Nonprofits account, that’s not easy.
There are many details that we have left out, simply because it may become overwhelming for a nonprofit to run successful campaigns consistently without the assistance of an expert or an agency. Investing some money on outsourced advertising services can pay you back many times by using your grant more effectively. Ten thousand dollars a month is a lot of money for Google Ads if you know how to use it.
The art is building the right growth campaign. The science is in the results.