Applying For Google Grants: Is Your Nonprofit Eligible?
By advertience | October 16, 2023 | Google Grant
Unlock $10,000 monthly with Google Ad Grants for Non-Profits! Get noticed, find donors, and recruit volunteers. Let Advertience guide you to success. Learn more now!
At Advertience, we are deeply committed to assisting non-profit organizations in acquiring Google Grants and devising effective strategies for optimizing their funding. With our constant vigilance regarding the latest Google Ad Grants criteria, we possess the requisite expertise to guide you in fully capitalizing on this valuable marketing opportunity.
In this guide, we’ll cover the following points to assist your nonprofit in verifying its eligibility for the Google Ad Grants program:
- What is the Google Grant?
- Is Your Canadian Non-Profit Qualified for Google Ad Grants?
- How do I start the Google Grants eligibility verification process?
- Can my nonprofit lose its Google Grants eligibility status?
- Are there experts that can verify my Google Grants eligibility?
- How Do Google Ad Grants Differ from Standard Google Ads Accounts?
- Once I’m verified, what’s next?
1. What is the Google Grant?
Google Grants, also known as Ad Grants or AdWords Grants, is a philanthropic initiative sponsored by Google. This program offers eligible non-profit organizations $10,000 in monthly advertising credits. Recipients of these grants can utilize the credits to bid on relevant keywords associated with their causes. When managed effectively, these credits provide a cost-free means for non-profits to promote their critical web pages and feature prominently in Google search results.
For instance, consider a compassionate individual deeply concerned about protecting your lake. If they were to conduct a Google search using phrases like “protecting your lake” or “restoring your shorelane,” a freshwater restoration charity could use their Google Ad Grant to bid on these terms. This strategy would direct individuals like you to their donation page, helping to garner support.
One distinguishing feature of the Google Grants program, unlike many other non-profit grant programs, is its lack of funding constraints. In other words, any non-profit that meets the Google Ad Grants criteria can access the $10,000 monthly grant—there is no limit to the number of participating non-profit organizations.
What are the benefits of using Google Ad Grants?
Unlocking free advertising on the world’s largest and most popular search engine has the potential to transform the way your non-profit engages with online supporters. By verifying your eligibility for Google Ad Grants, you gain access to a range of advantages:
- Enhanced Online Visibility and Reach
- Increased Interactions with Your Nonprofit’s Website, Especially Focused on Vital Content
- Complimentary Analytics Tools for Tracking Campaign Performance
- The Capability to Promote Multiple Digital Campaigns Simultaneously
- The Opportunity to Boost Conversions, including Online Donations, Event Registrations, Volunteer Sign-ups, and Advocacy Engagement
These five benefits collectively work towards raising awareness for your non-profit and, consequently, achieving your conversion objectives. The process is straightforward: confirm your eligibility, apply for the program, and commence the creation of your campaigns.
2. Is Your Canadian Non-Profit Qualified for Google Ad Grants?
If you’re thinking about applying for Google Ad Grants, it’s crucial to check if your non-profit fits the criteria. Here’s what you need to know:
Your non-profit should be officially recognized as a charitable entity in your home country. For those in Canada, this means:
- Having a charity number registered with the CRA.
- Being registered with both TechSoup and Google for Nonprofits.
- Accepting the application’s terms about fair treatment and proper donation handling.
- Owning a live website rich in meaningful content.
Even with the correct registration, your organization might not qualify for Google Ad Grants. Here are the kinds of organizations that are excluded:
- Government bodies or agencies.
- Hospitals and medical facilities.
- Schools, colleges, and universities.
3. How do I start the Google Grants eligibility verification process?
Once you’ve established your organization’s eligibility for Google Grants, it’s time to initiate the verification process. This is where you’ll set up the necessary accounts and complete the program’s application.
The good news is that the application process is the simplest part of managing your Google Grant account. Assuming you’ve met all the eligibility criteria, you can kickstart the process whenever you’re ready. Here are three straightforward steps to follow:
- Register with TechSoup: This step enables your organization to validate its 501(c)(3) status for Google. You can handle this independently or have Google assist you in the process.
- Sign up for a Google for Nonprofits account: Before applying, your nonprofit should create a Google for Nonprofits account, which entails providing your tax identification number, nondiscrimination policies, and general contact and organization information. This account offers various tools for your nonprofit’s benefit, such as Google Workspace and the YouTube Nonprofit Program. However, please be aware that account approval may take several days, so it’s best to start this process as early as possible.
- Apply for the Google Grant: After your Google for Nonprofits application receives approval, you can proceed to apply for the Google Ad Grants program.
Because both TechSoup and Google require manual review of your applications and account verification, it’s highly advisable to initiate the process sooner rather than later. Once your approvals are in place, you can proceed to establish your Google Ads account and tailor your campaigns to align with your specific objectives.
If this process appears to be a bit overwhelming, you might want to consider seeking professional guidance. At Advertience, we specialize in assisting non-profit organizations with their Google Ad Grants applications. Don’t hesitate to contact us for a complimentary consultation. We’ll verify your eligibility and guide you through each step outlined above.
Need Help Confirming Your Google Grants Eligibility? Reach Out To the Experts At Advertience.
4. Can my nonprofit lose its Google Grant eligibility status?
Certainly, losing your eligibility for Google Grants is a possibility. If your non-profit fails to adhere to the Ad Grant program’s policies, Google may suspend your account. To avoid this, consider following these recommended practices:
- Keep Your Account Active: Regularly log in, at least once a month, and update your account every 90 days to demonstrate active usage.
- Craft Relevant Ads: Create ads tailored to your specific target audience by both topic and region. Ensure your ads accurately represent your non-profit’s mission and reach the right online users.
- Monitor Keywords: Frequently assess your non-profit’s keywords to identify what’s effective and what’s not. Adjust your strategy as needed and avoid single-word or overly generic keywords, as well as those with a low quality score (1 or 2).
- Maintain a 5% Click-Through Rate (CTR): Strive for a 5% CTR each month. Falling short of this benchmark for two consecutive months may result in account deactivation. Utilize Google Analytics‘ conversion tracking to monitor your CTR and respond promptly to any negative trends.
Initially, when Google introduced the program, there were no formal requirements in place. Consequently, some non-profits advertised content on their websites that wasn’t helpful and targeted keywords misaligned with user intent, leading them to unqualified prospects. In response, Google established official compliance rules in 2018 to encourage non-proprofits to develop strategic ad campaigns that drive meaningful conversions.
Thankfully, Google offers various resources to help you meet Google Grants eligibility criteria. For example, you can pause generic or low-CTR keywords to improve your CTR.
If you’ve lost your eligibility for Google Grants, there’s no need to worry. Google outlines a clear process for requesting account reactivation and typically provides guidance on where you fell short of the account requirements. A Google Grants consultant can assist you through the reactivation process. You can also learn more about how to fix a suspended Google Ad Grants Account here.
5. Are there experts who can verify my Google Grants eligibility?
Many non-profits often turn to traditional marketing agencies for their Google Grants needs. However, it’s essential to recognize that the Google Grants program operates differently from standard Google Ads. Consequently, it’s highly recommended to seek agencies that specialize in Google Grants.
Advertience is well-equipped to support you at every stage of your Google Grants journey. Here are just a few of the comprehensive services we offer to non-profits:
- Google Grant Application: Our experts can efficiently and effectively complete the application on your behalf, boasting a high success rate for acceptance. We’ll assess your Google Grants eligibility and guide you through the necessary steps to ensure your account is approved on the first attempt.
- Google Grant Maintenance: While you focus on your non-profit’s mission, we’ll handle the upkeep of your campaign data, monitor conversions, and conduct tests to identify the ads that drive successful outcomes.
- Google Grant Reactivation: If your account ever faces suspension, we have the expertise to swiftly reinstate it.
- Keyword Research: Our research team will do the heavy lifting to ensure you’re utilizing the most relevant and impactful keywords for your non-profit.
- Google Grant Management: We’ll assist you in strategically allocating your funds and ensure compliance with all program rules. Additionally, we’ll pinpoint valuable opportunities to enhance your strategy based on our insights.
Our primary aim is not just to meet but to exceed your expectations with Google Ad Grants, including maximizing the monthly spend of $10,000. If you’re interested in learning more, we’d be delighted to engage in a discussion about your objectives. Request a complimentary consultation today, and let’s get to work on optimizing your Google Ad Grants strategy.
6. How Do Google Ad Grants Differ from Standard Google Ads Accounts?
Standard Google Ads:
- Budget: You decide the budget based on your preference and your credit card’s limit.
- Auction Placement: Given priority over Ad Grants account
- Placement Type: Offers a wide range of placements, such as display, video, shopping, and more.
- Policies & Limitations: These accounts must adhere to the general advertising guidelines set by Google.
Google Grants:
- Budget: Offers up to $10,000 USD monthly, with no need for a credit card since the organization isn’t charged. You’ll need to ensure that Billing and Payments is set to “This account is not billed.”
- Auction Placement: When competing with standard accounts, ads from Grant accounts are positioned below them, usually filling the available spots left in an auction. It’s important to note that Google displays only one page per domain in their search results.
- Placement Type: Restricted to text-only ads on Google Search.
- Policies & Limitations: Google Ad Grants have their unique guidelines. This includes meeting specific recommendations and maintaining particular metrics to keep the account active.
7. Once I’m verified, how can I make the most of Google Grants?
Registering for the Google Ad Grants program is just the beginning; maximizing its potential is a different challenge. Explore these savvy marketing strategies to get the most out of your Google Grants initiative:
- Enhance Your Landing Pages: To drive more conversions through your Google Ads, optimize the pages you direct traffic to by adhering to digital marketing best practices. Start by incorporating relevant keywords and their variations throughout the page’s content to signal alignment with the ad’s intent. Craft compelling calls to action that motivate users to take the next step and convert. Additionally, address any user experience issues, such as mobile accessibility.
- A/B Test Your Ads: Experimenting with various ad copy approaches is the most effective way to determine which strategy resonates best with your audience. Try different ad copy styles and test them with your audience. Assess which approach yields the most favorable results based on your chosen key performance indicators (KPIs).
- Utilize Sitelink Ad Extensions: Google Ads offer the opportunity to promote essential links alongside your primary landing page. For example, sitelink ad extensions can lead to a contact page or an about page, allowing users to learn more about your non-profit. Google mandates that each account should have at least two sitelink ad extensions.
By following these recommendations, you can elevate your Google Grants campaign from good to outstanding. However, it’s essential to continuously monitor your ad performance to make ongoing improvements in your approach.
Google Ad Grant is an excellent initiative by Google, providing a significant boost for non-profits to increase their visibility through search ads. To fully leverage this opportunity, Canadian non-profits should meet certain eligibility criteria. For expert Google Grant Management and Optimization, consider partnering with a seasoned Google Grant Agency. At advertience, we specialize in Google Grant Management and Consulting and have successfully assisted numerous clients in maximizing their Google Ad Grants. Let our experienced team help you unlock the full potential of your Google Grant. Schedule a free consultation today to explore our comprehensive services.
