If you’re a registered non-profit you’ve probably already applied for a Google Ad Grant account. If you haven’t a flamin’ clue what we’re talking about then you can join the Google for Non Profits Programme here (more information on the Google Ad Grant below).
What is the Google Ad Grant?
The Ad Grant gives you access to $10,000 each month of free Google Ad credit, this can make an amazing contribution to your cause. We’re working with clients ranging from The Smith Family to World Animal Protection to help them maximise their return from the Ad Grant.
This article below provides answers to some common questions we get about Google Ad Grant accounts.
Please get in touch if you’d like to find out more about working with us.
What exactly can I use the Ad Grant for?
Here are few ideas:
- Help your organisation get found by people who are actively searching on the issues in which you’re involved, for example “animal rights”, “human rights”, “endangered species” and so on..
- Generate leads for conversion as part of your fundraising telemarketing programme.
- Support actively you’re running in other channels, for example DRTV (Direct Responsive TV advertising), print ads and general PR – ALL of these activities tend to drive response through search.
- Boost your petition and lobbying campaigns by reaching people who are actively looking for information on the topic.
- Help shape perceptions of your cause and the issues you’re involved in. For example if you’re a mental health charity you can get in front of people who might need help dealing with depression, or if you’re there to support people with physical illness you can provide them with information and support
Is it hard to manage?
All Google Ad Grants are managed using Google’s standard Google Ads interface (formerly known as Google AdWords). Google are continually improving the platform and it gets easier to use every year. The toughest part is staying on top of the latest features, changes to the platform and making sure you’re following a robust strategy to drive good quality traffic and increase your results.
This is where Digital Ninjas can help.
How do I know whether my Ad Grant account is generating results?
It’s a must to use some kind of analytics software with your Ad Grant account! We’d strongly recommend Google Analytics (it’s free and super powerful).
When you choose to work with Digital Ninjas we’ll help you to set up Google Analytics. This will mean you can measure the things that matter the most to your organisation. Whether it’s fundraising results, reach and engagement, lead generation or something else – there’s usually a way to measure it!
What’s a Google Ad Grant Certified Professional?
Digital Ninjas are a Google Ad Grant Certified Professional, as a Certified Professional we have an ongoing feedback loop with the Google Ads Grants team and the opportunity to participate in betas and experiments.
What are the limitations of the Google Ad Grant?
The Google Ad Grant is free money, which is great. However, there are some restrictions that you need to be aware of when compared with a “standard” paid Google Ads account, here’s a quick summary:
- The $10,000/month grant is broken down into $329 daily chunks. This means that if you have a BIG media surge on one day that the the grant might not be enough to capture all of the available traffic. It’s usually enough for most standard appeals, if you’re making a big investment in television advertising or PR you might want to consider supplementing the grant with a paid account.
- You can only advertise on the Google Search Network. You won’t be able to advertise on the Google Display or Search Partners Networks (3rd party sites who run Google Ads). This is hardly a big deal as so many people use Google every day!
- You’ve got to maintain a minimum 5% click through rate in your account. This means you’ve got to focus on the quality of the keywords that you add to your account.
- Each Ad Group (where your keywords live) must have at least 2 active and unique ads.
- You must have at least 2 unique sitelink ad extensions in place – these little beauts will help make your standard ad stand out on the page. They give you space to explain your cause and how people can get involved.
- For accounts created since Jan 1st 2018 you MUST have conversion tracking in place. This is why it’s a good idea to use Google Analytics.
- The bid limit is $2 per click. That said, if you have conversion tracking in place then you can use a smart bidding strategy like “maximise conversions” and Google Ads may auto-bid above the $2 limit. You just can’t set a manual bid above $2. Another reason to get your Google Analytics up and running.
If you don’t meet the requirements above then you might find your account is suspended or cancelled. Read more about what you can do about that here.
We’d love to talk to you more about how you can use digital, especially the Google Ad Grant to give your cause a boost. Please get in touch with us today.
Looking For Ad Grant Help?
We’ve got a stack of useful information for both existing and new ad grantees – you can read some of our articles here.
Listen To The Google Ad Grant Podcast
Episode one of the Digital Ninjas podcast with Jonny and Brendan discussing the Google Ad Grant, including how to get your charity started and the limitations and opportunities presented by the Ad Grant.
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