Google has a heart for giving back. They give back in hundreds of various ways, but one way you can take advantage of Google’s generous initiatives is through their Ad Grants program. This program gives qualified non-profit organizations $10,000/mo in free advertising on Google.
Is Your Non-Profit Eligible?
There are certain eligibility requirements your organization must meet. To qualify for Google Ad Grants, your organization must:
- Begin by applying to Google for Nonprofits.
- Hold valid charity status. Please see the Google For Nonprofits site for definitions of charity status in your country. For example, in the US, your organization must have a current 501(c)(3) status.
- Acknowledge and agree to Google’s required certifications regarding nondiscrimination and donation receipt and use.
- Have a live website with substantial content.
According to Google, “Governmental entities and organizations, hospitals and medical groups, schools, childcare centers, academic institutions and universities are not eligible for Google Ad Grants, but philanthropic arms of educational institutions are eligible.”
Benefits of Google Ad Grants
Utilizing Google’s $10k per month of in-kind ad spend, non-profits in the US can reach the people who matter most. Your organization’s ads will appear on Google search results pages to people who are searching for organizations like yours.
Your ads can reach people around the world or around the corner, depending on your specific needs. You can use the ads to solicit donations to grow your organization’s donor base. Need more volunteers? There’s an ad for that. You are in total control because you write the ads based on the goals of your organization.
Rules & Restrictions
There are a few rules and restrictions to be aware of, however. Google only allows Ad Grants organizations to display text ads on Google search results pages. This means your ads won’t appear on Google Partner sites and you won’t be able to display image or video ads.
Your maximum cost-per-click must be set at $2.00. Therefore, your ads will appear below other paid ads.
Additionally, your ads can only be linked to one website. You must also actively manage your AdWords account by logging in and making at least one edit every 90 days.
Ads and keywords you bid on must be relevant to your organization’s programs and services. According to Google, “Strictly commercial advertising is prohibited. If you’re promoting products or services, 100% of the proceeds must go directly to supporting your program.”
There are a few other minor restrictions as well, which you can find on their eligibility page.
To get started, visit the Google Ad Grants Overview page and read through how it works. When you are ready to apply, click the green sign up button and proceed through the application process.
Need Additional Help?
Cristers Media is an Expert Sourcing Partner for Give Back Nation. We can help you set up your AdWords account upon program approval and consult with you to be sure your AdWords account is properly optimized to maximize your monthly in-kind ad spend. Contact us at 469-751-2493.