Working for a not-for-profit is often fraught with challenges; not enough time, not enough people, not enough budget. The Google Grant programme was introduced a number of years ago to help introduce not-for-profits to the world of paid search advertising. This thing of beauty gives you access to at least $10k/month in free Google AdWords ads. If you work for a registered not-for-profit and haven’t yet got access to the Google Grant we recommend you move it to the top of your priority list and get your application submitted today.
How Do I Apply?
Applying for the Grant is a piece of cake, here are the instructions for organisations registered in Australia:
- Register with Connecting Up here, these guys are the local representative for “TechSoup” the organisation that gives not-for-profits access to freebies and discounts from a range of vendors (Google, Microsoft and many more)
- Once you’ve registered with Connecting Up, you’ll be given a “validation token”
- You can now head to the Google For Nonprofits site and create an account
- Once you’ve created your Google For Nonprofits account you’ll be given the option of applying for a number of Google services, it’s the AdGrants programme you want. At this point you’ll be asked to enter your Connecting Up validation token to verify your non profit status
As part of this process you’ll need to create a basic Google AdWords campaign with an adgroup and relevant keywords, please get in contact if you’d like us to help you get started with this.
Now you’re ready to go and can submit your Ad Grants application to Google for approval.
Google are usually pretty quick to review and approve your application but expect to wait 24-72hrs.
Once you’re approved you’ll receive an email from Google that looks something like the below:
You’re now ready to get started on building out your AdWords campaigns, Ad Groups and keywords, this process takes time and if done right can land you with at least 5,000 extra users to your website each month. Digital Ninjas are experts at doing this, contact us for a free review and proposal today.
Google Ad Grants Limitations
The Ad Grants programme is an excellent way to reach more potential supporters and service users. As ever with “something free” It does come with some restrictions that can limit its usefulness in certain scenarios, these restrictions are:
- Maximum cost per click of $2 – this makes it hard to get traffic for more competitive search terms that are likely to cost more than $2 to achieve top position.
- Google Search Only – you can only display your ads on the Google Search page not the Google Search Partners network (that’s third party website owners who have installed the Google search bar on their website), this isn’t a biggie as you’ll still have plenty of people to target.
- No access to display network – you can’t run banner or text ads across the Google Display Network (GDN) that includes both display prospecting and remarketing. You know the ones, those nifty little ads that you see when viewing news or general interest websites.
- The $10k monthly budget is split into a daily budget of about $329 a day, this means that if your budget runs out on any given day your ads will stop displaying. Likewise if you don’t spent the daily budget then your free adspend does not roll over to the next day.
So there you have it, everything you need to get started with Google AdWords Ad Grants. Contact us if you’d like to know more about how to squeeze more out of your Grant account.
Who Is Eligible For Ad Grants?
The Google Grant is available to registered not-for-profits in most countries across the world. To qualify in Australia your organisation must meet the following criteria (taken from this page):
- Organisations must be currently registered with Connecting Up, TechSoup Global’s regional arm.
- Organisations must be a non-government income tax exempt (ITE) non-profit organisation as defined by the Australian Charities and Non-Profits Commission (ACNC) and/or the Australian Taxation Office (ATO).