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How to Get the Most out of Google Ad Grants for Nonprofits

Expert Tips for Google Ad Grants for Nonprofits

 

Free money? Yes, Google is giving free ad budgets to nonprofits with their Google Ad Grant program, up to $10,000 USD a month. What might your nonprofit do with a Google Ad Grant to have your cause heard around the world?

It’s been determined that nonprofits utilizing Google Ad Grants increased traffic on their website, received a higher volunteer application rate, and earned thousands of more email subscribers. If your goal is to more effectively share your story, a Google Ad Grant may be your answer.  

Google Ad Grant Eligibility

Google Ad Grants for nonprofits lets you create online ads every month free of charge. 

Here are some eligibility requirements:

Be recognized by the IRS as a tax-exempt 501(c)(3) formed for educational, charitable, scientific, religious, literary, or other tax-exempt purposes. Start your application by enrolling at Google for Nonprofits, and then verify your 501(c)(3) status through Techsoup

If you are outside of the U.S., check to see if you are in one of the 50 eligible countries

Please note that hospitals or healthcare establishments, schools, university, or academic institutions, and government entities or organizations are not eligible.

How To Effectively Use Your Google Ad Grant

Your nonprofit has been approved, you have your Google Ad Grant, and you are ready to start placing ads. Now… what do you do with your $10,000? It may seem daunting to get started, but it’s not as difficult as you may think. There are strategies you can use that will get people to land on your page and help build the relationships you need to grow your nonprofit. 

Here are five things you need to know that help gets you started with your Ad Grant:

1. Have a high-quality website that:

  • Is clearly structured
  • Has goals easy to determine
  • Loads quickly
  • Is mobile-friendly
  • Has a clear call to action on each page

2. Set Up Free Google Analytics

As part of the sign-in process, you will be asked to set up Google Analytics. Google Analytics gives you the information to understand who is viewing the content on your website, and which ads have the highest conversion by looking at your ads’ click-through rate.

3. Create Effective Keywords

Start with determining the right keywords to use in your Google ads. Using the right keywords and best keyword placement attracts volunteers or donors who are seeking exactly what you offer. You are getting people fully committed to your cause.

You can create effective keywords by using what are known as broad match keywords, location-specific keywords, words that are specific to your organization, or a fundraising event; you can also put in negative keywords

Google’s Keyword Planner helps you see what words and phrases people are searching for that are relevant to your nonprofit. It can also help you figure out the right words you should be using in your ad campaign.

4. Create Effective Ads

Ads are where you will put your keywords to use. Set up an ad for specific keywords, and put the keyword in both the headline and description of the ad copy.  

One of the key ways to keep supporters involved in your nonprofit is by growing your email subscriber list. It is recommended that you focus a good percentage of your ad time to converting the traffic and engagement that you receive through your Google ads into subscribers and donations to your nonprofit.

5.  Keep An Eye On Your Account

Don’t just create your Google Ad account and leave it. Check on it at least once a week by looking at your Google Analytics, making sure your ads stay relevant to your message and needs.

To be the change you want to see in the world, you have to get your information to the world. Accunity can help you get started with your application. Google ads are a great way to get more specific needs met for your organization such as growing your team with volunteers and raising funds through donors. Contact Accunity today to get started with your Google Ad Grant Application and see how it can make a difference for your nonprofit. 

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