Google Ad Grants
The Google Ad Grant is $10,000 a month of in-kind advertising spend that Google funds nonprofits to allocate to their search campaigns on the global search engine. We encourage nonprofits to utilize the Ad Grant as a way to increase their visibility online and lead users to key landing pages!
How Google Ad Grants Help Your Nonprofit
The Google Ad Grant is provided at absolutely no cost to you. That’s $120,000 per year that your nonprofit can utilize for free.
Increased Web Traffic
Google search ads can bring thousands of new and qualified website visitors to nonprofit websites that lead to donor, volunteer, and supporter acquisition; increased event ticket sales; and increased awareness and support for missions and causes everywhere.
The Google Ad Grant adds diversity to your digital marketing suite by providing more insights on what can perform well in a Paid Google Ads account. It’s a shortcut (at no monetary cost to you) to the top of the Search Engine Results Page (SERP).
STORIES OF SCALE
The Trevor Project
- 8,029 Website Visitors Sent from the Ad Grant
- $66,045 Ad Grant Donation Revenue
- 310 Direct Donation Transactions
Google Ad Spend Managed Last Year
Conversions for Impact
Direct Donation Revenue Generated
Can I do everything in an Ad Grant account that I can do in a regular paid account?
No. Google Ad Grant accounts have specific stipulations that do not exist within a Paid Google Ads account.
Will my nonprofit automatically show up on the first page of Google’s search results?
As with any type of advertising campaign, results are never guaranteed. That being said, the Google Ad Grant has great potential to yield first page Google search results.
I have a Google Ad Grant account but it’s not spending $10,000/mo. Am I doing something wrong?
Maybe. While not implausible, it is actually quite rare that an account spends the full amount each month. If your account isn’t spending the full $10,000 but is close, then we wouldn’t worry. Definitely keep trying to utilize the full amount, but don’t compromise your strategy with an abundance of weak keywords in doing so. If your nonprofit’s Ad Grant account is really not spending anything, then it might be time to revisit your campaign strategy and get creative with your targeting.
Is the $10,000 loaded in the account all at once?
No. In a Google Ad Grant account, the money is allocated daily with a maximum budget of $329/day.
Can I get the Google Ad Grant if my nonprofit already has a Paid Google Ads account?
Yes! The two accounts are not mutually exclusive. In fact, we recommend that organizations utilize both paid search and their Google Ad Grant account depending on what their goals are.
Should I aim to target more keywords since it’s not real money that is being spent?
No. While taking a few extra risks in a Google Ad Grant account won’t hurt, you should still follow best practices when advertising in any way. Targeting too many or irrelevant keywords will not benefit your campaign strategy and can actually decrease the likelihood of staying in compliance with the account stipulations of the Google Ad Grant.
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Ready to grow your nonprofit?
Our team of purpose-driven digital marketers would love to learn more about your mission and chat about how your nonprofit can drive more online supporters, volunteers, clients & donors.