{"id":33331,"date":"2023-03-29T09:01:39","date_gmt":"2023-03-29T13:01:39","guid":{"rendered":"https:\/\/www.qgiv.com\/blog\/?p=33331"},"modified":"2023-06-23T14:19:33","modified_gmt":"2023-06-23T18:19:33","slug":"google-ad-grants-for-nonprofits-102","status":"publish","type":"post","link":"https:\/\/www.qgiv.com\/blog\/google-ad-grants-for-nonprofits-102\/","title":{"rendered":"Google Ad Grants for Nonprofits 102"},"content":{"rendered":"
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\"Google<\/figure><\/div>\n\n\n

Google Ad Grants for nonprofits can be a powerful FREE solution for any eligible charitable organization, but proper management is key to maximizing the opportunity. Since 2011, Give Back Nation\u2019s Google Certified Ad Grant Manager team has helped over 5,400 nonprofits manage their Ad Grants. In this \u201cbeyond 101<\/a>\u201d Google Ad Grants guide, we will touch on things to know to help optimize and increase success. <\/p>\n\n\n\n

What is the Google Ad Grants Program? <\/h2>\n\n\n\n

Since 2003, the Google Ad Grants Program has given over $9 billion in FREE advertising to over 115,000 approved nonprofits in more than 50 countries. Currently, eligible organizations can leverage up to $10,000 each month in FREE Google Ads, sending thousands of new visitors and potential supporters to their website.  <\/p>\n\n\n\n

Why should nonprofits use the Google Ad Grant? <\/h2>\n\n\n\n

The Google Ad Grant is an incredible opportunity for nonprofits to improve awareness of their cause and take their online presence to the next level. With 3.5+ billion Google searches per day, the opportunities to be seen by a new online audience are endless. For-profit companies end up paying thousands of dollars a month to be featured on Google. With the Google Ad Grant, nonprofit organizations have the opportunity to appear near the top of a Google search for FREE. Although the Google Ad Grant is an amazing tool for many nonprofits, there are a few limitations compared to a paid account that can be found in the Google Ad Grants Policy Compliance Guide<\/a>. <\/p>\n\n\n\n

The Ad Grant Opportunity: <\/strong>For every $1,000 in FREE ad spend leveraged, nonprofits can receive approximately 500-1,000 new website visitors. <\/p>\n\n\n\n

How do nonprofits get started? <\/h2>\n\n\n\n

First, organizations can check eligibility<\/a>. Nonprofits must then go through the application process<\/a>. To keep the grant, nonprofits must follow the program details, show successes, and stay active optimizing and improving their ads. <\/p>\n\n\n\n

What should nonprofits know to manage and maximize their Ad Grant? <\/h2>\n\n\n\n
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  1. A quality, growing website is the cornerstone of success<\/strong>. The success of the Google Ad Grant is primarily determined by the quality of the website and keywords on each page. In order for Google Ads to be successful, having high search volume keywords<\/a> on each webpage is crucial. If people get to a nonprofit\u2019s website right now and don\u2019t get involved or give, new traffic won\u2019t either. If people love engaging with content now, the new people driven through the Ad Grant will probably also love the content as well. Nonprofits can learn more about how people engage with their website through Google Analytics<\/a>, which is completely FREE.

    For ads to rank high in Google Search, it\u2019s critical that websites are easy to navigate and actionable with call-to-actions for conversion tracking. Nonprofit websites with minimal pages and limited copy may lack the quality content needed to fully leverage the Ad Grant.     Being in control of website storytelling<\/a> is key and nonprofits should continue to add new pages and content regularly to showcase impact and provide new keyword opportunities. <\/li>\n<\/ol>\n\n\n\n
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    1. It\u2019s a marathon, not a sprint. <\/strong>Even though nonprofits have the opportunity to leverage $10,000 per month in ad spend, Google starts most organizations with $100-$200 the first few months. Opposed to paid accounts that are driven by how much money organizations spend, Google is tracking Ad Grant click-through-rates and successful conversions before they \u201cunlock\u201d more ad spend. For many nonprofits that self-manage their Ad Grant, it may take 3-6 months to reach $500-$800 in monthly ad spend. With Google Certified Management Support, like Give Back Nation\u2019s Ad Grant Manager<\/a>, monthly ad spend increases are expedited and can double or even triple in the same timeframe. <\/li>\n<\/ol>\n\n\n\n
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      1. Dedicate time to training. <\/strong>Google provides hours of training videos<\/a> that walk step by step through ways to launch and optimize a successful Ad Grants Campaign. There is a learning curve, but organizations that have the time and staff to commit to it see successes. <\/li>\n<\/ol>\n\n\n\n
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        1. Don\u2019t focus on one Ad Grant objective.<\/strong> Many nonprofits that start thinking about leveraging the Ad Grant have one main objective, to increase donations. In the beginning, a nonprofit\u2019s bidding strategy should focus on clicks with ads developed for every page on the website to help drive maximum clicks in the shortest amount of time possible. As Google sees successes, monthly ad spend access is increased. More focused conversion bidding strategies can then be implemented to drive traffic to specific, targeted initiatives. <\/li>\n<\/ol>\n\n\n\n

          Any Additional Quick Tips? <\/h2>\n\n\n\n