Google Ad Grants: what is it and who is it for?
What is Google Ad Grants?
Google Ad Grants is a program that provides free advertising on Google AdWords to eligible non-profit organisations. It is a part of Google for Nonprofits, a suite of tools and resources for non-profit organisations.
Through the Ad Grants program, eligible non-profits can receive up to $10,000 per month in Google AdWords advertising credit to promote their mission, raise awareness about their cause, and attract more volunteers and donors.
Who is eligible for the Google Ad Grant?
To be eligible for the program, non-profit organisations must meet certain criteria, including:
Hold valid charity status: Non-profit organisations must be registered with Google for Nonprofits and have valid charity status in their country of operation.
Agree to Google's Non-Profit Terms of Service: The organisation must agree to Google's Non-Profit Terms of Service, which includes compliance with Google Ad Grants program policies.
Have a functional website: The organisation must have a functional website with substantial content relevant to its mission. The website must also have a clear call to action for visitors to get involved or donate.
Comply with Google Ad Grants policies: The organisation must comply with all Google Ad Grants program policies, including those related to ad content, account management, and performance.
Not promote prohibited content: The organisation must not promote any prohibited content, such as alcohol, tobacco, weapons, gambling, or adult-oriented content.
Acknowledge and accept disclosures: The organisation must acknowledge and accept all disclosures related to the program, including the fact that Google may display ads on its search results pages in connection with the program.
Maintain an active AdWords account: Once approved, the organisation must maintain an active AdWords account and comply with all program requirements to continue receiving AdWords credits.
What are the requirements that organisations must comply with?
Additionally, the ads must comply with Google's Ad Grants policies and guidelines, including:
Creating and maintaining an AdWords account
Organisations must create and maintain an AdWords account to receive AdWords credits. The account must be managed actively to ensure compliance with the program's policies and to demonstrate progress in meeting the program's goals.
Setting up conversion tracking
Conversion tracking must be set up to track the success of AdWords campaigns. Conversion tracking involves setting up goals for actions that the organisation wants visitors to take on their website, such as donations, volunteer sign-ups, or newsletter subscriptions.
Meeting the minimum click-through rate (CTR)
The organisation's AdWords account must maintain a minimum click-through rate (CTR) of 5%. The CTR is the ratio of clicks on an ad to the number of times it was shown. Failure to maintain this minimum CTR can result in account suspension.
Creating high-quality ads
Ads created by the organisation must be of high quality and relevant to the organisation's mission and website content. Ads must also comply with Google Ad Grants program policies.
Using relevant keywords
Keywords used in the organisation's AdWords account must be relevant to the organisation's mission and website content. Keywords that are too generic or unrelated to the organisation's mission are not permitted.
Geographic targeting
AdWords campaigns must target geographic locations that are relevant to the organisation's mission and where the organisation operates.
Abiding by program policies
Organisations must comply with all Google Ad Grants program policies, including those related to ad content, account management, and performance.
Failure to comply with these requirements can result in account suspension or termination, which would mean the organisation loses its eligibility for the program and the AdWords credits.
If you’re a non-profit, why should you consider applying?
The Ad Grants program can be a powerful tool for non-profits looking to expand their reach and impact, as it allows them to reach a wider audience and increase their online visibility without incurring advertising costs. Check out our blog about why you should apply and how to apply.