Google Ad Grant: Everything you Need to Know
There has been a lot of buzz lately on nonprofit boards and networks regarding the Google Ad Grant. “What is it?”, “How do I apply?” “Is it worth the time?” In the following article, I will walk you through everything you need to know to put your mind at ease.
What is the Google Ad Grant?
At its core, the Google Ad Grant is a way for your organization to reach more potential supporters. Google offers $10,000 per month in in-kind marketing dollars so that your organization pops up when people search for similar terms. For example, someone may search, “How many stray dogs are on the streets of XYZ city?” and BOOM! Right next to the answer is an ad for your organization, XYZ Animal Rescue.
How do I apply?
To apply for the Google Ad Grant, you must be meet Google’s eligibility criteria which include verifying your nonprofit status through a third-party business, Tech Soup. The only organizations that Google lists as ineligible are Hospitals, governmental agencies, or schools. (Read more here)
Additionally, you need to have a “high-quality” website which Google defines in the following way:
You must own your website.
You must have a clear description of your mission, vision, and values
You must have unique, “robust” content
You should not have broken links
You must not engage in commercial or for-profit means
Advertising must be relevant to the organization and cannot participate in Ad Sense or affiliate links. (Read in detail here)
Once you are sure, you meet the eligibility criteria, visit this website to apply for Google for Nonprofit. Make sure you additionally apply for Google Ad Grants once you are approved.
Is it worth my time?
Many nonprofit leaders feel overworked and struggle to find time to achieve all of their organization’s goals. Therefore, I often hear, “Yeah, but is it worth my time?” Without a doubt, the Google Ads Grant program is another task to add to your already lengthy list. You will need to create the account, develop a marketing campaign plan, and manage the account. However, this is the case for any grant, so whether or not it is worth it is ultimately up to you. I suggest you try it and see.
Google offers several examples of how the program supported nonprofits on their website. The chatter amongst nonprofit leaders is mixed. Some have seen great success, and some feel it is too time-consuming. If you try it, let us know what you think!
For more information on setting up your Google Ad Grant program, contact Spark Group Consulting today for a free 30-Minute chat!
*All information accurate as of 07/21/2021
For even more information check out this video!
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