The Secret Of The 10,000$ Google Ad Grant For NGOs

by | 27 Jun 2022 | Information

Did You Know That Google Gives Nonprofits A $10,000 Grant?

Yes, that’s correct! Your nonprofit organisation can utilise this Google Grant to improve website traffic and cultivate an engaged community, thereby building support for your mission.

Starting a nonprofit organisation is an incredible way to positively impact your neighbourhood and the world as a whole. Whether you’re striving to improve access to sophisticated medical care or assisting those affected by natural catastrophes, one thing remains constant; you’ll have to advertise your efforts and activities to as many individuals as possible. The Google Ad Grants programme does precisely that!

When Google Ad Grants were started in 2003, it was a ‘no-strings-attached’ agreement. Nonprofits were given $10,000 in free Google Ads credits and were able to use the platform in the same way as commercial advertisers.

Since the inception of Google Ad Grants in 2003, a lot has changed, which has led to some frequent misunderstandings about the process, including how long the applications actually take, and how the Grant operates behind the scenes.

So, what is this special grant and how can you avail of it?

Every month, Google pledges $10,000 to $40,000 USD to nonprofits for running advertisements on their platforms. This enables you to access the best features of Google Ads and allows you to appeal to the masses. Whether you’re looking for people, contributors, or just some help generating publicity for your social purpose, Google Ad Grants can be a valuable resource and advertising strategy.

How can you qualify for this programme? Here’s a step-by-step guide

Organisations must complete the registration process in order to be eligible, and they must adhere to the programme’s guidelines in order to maintain the grant.

Your organisation must meet the following criteria to be qualified to enrol in the Google Ad Grants programme:

  • A Google for Nonprofits account must be applied for and obtained.
  • Individuals can join the BigTech Donations Program by registering as individuals. This will allow you to contribute to the community by blogging. After you’ve joined up, confirm your account and afterwards register your business.
  • The next step is to complete the online application, which will ask for details such as the charity’s registration number, financial plan, IT PAN number, FCRA number, and mission statement.
  • If NASSCOM requires any documents to validate the position, budget, location, or activity, they will approach the organisation. NASSCOM will validate the organisation’s eligible status in 7-10 working days of receiving all of the required information.
  • Your organisation needs to be a registered trust, society or section 8 (formerly section 25) company. Also, a registration under the Foreign Contribution Regulation Act (FCRA) is required to be eligible for Google grant programme. 
  • Your company cannot be a government entity and avail of this benefit. Schools, colleges, and educational establishments are also not permitted, although Google also has an education programme to assist schools.
  • Your organisation must consent to the programme’s non – discriminatory donation acknowledgement and also use registration certificates verified by the donors and various accredited organisations.
  • As per the recruitment practices or the management of services and programmes, your charity must not discriminate for any illegal reason.
  • In relation to employment procedures, your objective must not discriminate based on gender or sexual orientation.
  • You must affirm that your nonprofit’s objective will not jeopardise Google’s business operations now or in the future.
  • You must ensure that any donation received by your organisation will not be used to fraudulently mislead any government employee in order to acquire or keep business or gain any other illegal benefit.
  • Your company must have a Google-approved high-quality website with the following requirements:
    • There should be no broken links.
    • Adaptable to mobile devices
    • Quick load times
    • An SSL certificate that is valid and installed
    • Significant and distinctive content that clearly describes your mission and vision.

How to apply for Google Grants for nonprofits?

Finding out how to submit for a Google Ad Grant can be difficult. There are several stages that must be accomplished before applying for a Google Grant:

  • Google Analytics must be installed on your website.
  • You must enrol as a nonprofit at BigTech.org.
  • Sign up for Google for Nonprofits.
  • You’ll have to go to your BigTech account, then on to the Validation Token section, and acquire a validation token as required for the Google for Nonprofits membership process.
  • Finally, by using the Google Grants registration form, you can register for Google Grants.

How can nonprofits establish a Google Ads account?

In addition to obtaining approval for your Google Grant Application, your nonprofit will have to set up and authorise Google Ads accounts with the necessary campaigns to create ads and keywords for Search Engine Marketing and Search Engine Optimisation. There’s a whole set of regulatory and practice guidelines for establishing Google Ads campaigns that you must adhere to in order to get the most out of your accounts and continue to be eligible for the programme.

Although this is a broad issue, a general key recommendation is to minimise the use of Smart Google Ads, which are automated and much less effective, as Google buries the majority of its capabilities for such Search Engine Marketing and Search Engine Optimisation campaigns.

Limitations that you might face with Google Ad Grants

Though Google Ad Grants is a splendid programme and really helps NGOs broaden their reach, there are still certain limitations that can be improved upon:

$2 limit on cost per click

It can be difficult to hit the peak of search results for extremely competitive keywords, as bids from advertisers with ordinarily paid ad profiles are probably considerably higher than $2.

Just on Google search

Users can only show their advertisements on the Google Search page, not on the Google Search Partners subnet (which includes third-party web designers who have implemented the Google search function on their site). This isn’t a big deal because you’ll still be able to target a large number of people.

Cannot access the display network

You won’t be able to use the Google Display Network (GDN), which involves both display prospects and advertising, to run banners or text advertising. You won’t be able to display catchy and tiny advertisements that follow you across the internet.

So, how does this $10,000 per month of Google advertising benefit your NGO?

The free advertising will appear in Google Search results for terms that your target audiences are searching for, and can be extremely relevant to your company if your ad campaigns are well-planned and executed. Those advertisements, if efficient, will have more of an impact on the communities who see them, as compared to paid ads.

An increase in traffic, brand exposure, and conversion are the three key advantages of Google Advertising for your NGO.

Perfecting your strategy for ad grants

Let’s start perfecting your Ad Grants approach with these parameters in consideration. If you’ve encountered any issues with Google Ad Grants, here are a few simple strategies to get the most out of your advertising budget without paid ads:

Use a variety of bidding approaches.

There are “smart” bidding tactics based on your organisation’s objectives. Using tools like Maximise Conversions Target ROAS, you can now get rid of the $2 bid limit. To employ these bidding tactics, you should first set up good conversion tracking.

Make your quality score a priority.

Quality rather than quantity is important with Ad Grants; thus, concentrating on your Quality Score is something you should strive for. A higher-quality ad can result in reduced CPCs and better ad placement.

Continue to test Google ads.

Don’t be hesitant to try out alternative ad text to determine what succeeds and what doesn’t. Create a variety of adverts and test them to see how they perform.

Famous NGOs using Google Ad grants

Some examples of popular NGOs who use Google Ad Grants are KETTO, Milap, Give India, Robinhood Army etc. Some other prominent examples are:

  • DonorsChoose.org – Over 5,000 gifts were delivered to public schools.
  • SOS Children’s Villages of India – Increased website traffic by more than 30%.
  • Days for Girls – An average donation of $212 was made to empower women all across the globe.
  • Samaritans – Over $48,000 was raised for their helpline through online donations.
  • We Care Animal Rescue – Monthly adoption applicants increased by 125%.
  • The Federation of Canadian Artists – 70,000 new website visitors were connected to their exhibits.

All organisations that fit the requirements of Google for Nonprofits should participate. The programme allows nonprofits to advertise their goals and efforts on Google’s ecosystem, and organisations must seize this chance as soon as possible to make a bigger impact on society.

The Google Ad Grants programme is most definitely a godsend for NGOs putting in the effort on the front lines of society! However, not all of us can contribute to the betterment of society and digital marketing whizzes at the same time. If you’d like any assistance with your Google Ads, Paid Ads, SEO or SEM, drop in your details on our website or direct message us here.

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