What is Google Ad Grants for Charities?
The Google Ad Grant is open to registered charities in countries including the UK. Google reserves the right to turn charities down for any reason, including the organisation’s politics. However, refusal from Google is rare.
All they require is an application form to be submitted, highlighting what the organisation does and the benefits a Google AdWords grant would bring.
The $10,000 value is actually calculated by Google as $330 per day. Once the account has been authorised by the Google grants team, Non-profit organisations need to create sample campaigns. This is to demonstrate that the charity understands how AdWords works and also that they are able to use it effectively and appropriately.
This needs to be done carefully; poorly constructed campaigns will be rejected by Google and will then have to be re-submitted, causing considerable delay.
Google Ad Grants for Non Profits & Charities
For most charities the Google Ad Grants programme represents the lowest hanging fruit available when it comes to online advertising. Irrespective of organisation size, Ad Grants offers charities $10,000 value in google Adwords, which increases to $40,000 once accounts are effectively optimised and tracking visitors effectively.
We are a leading agency at developing Google grants, which operate slightly differently to standard search campaigns and need a different set of strategies and tactics as a result.
All of the Charity accounts we manage have maximised on the account spend needed to be eligible for the $40,000 Grantspro.
Effective optimisation can deliver substantial results, immediately. For most charities the practical implications of the basic $10,000 grant are an additional 350+ daily users, targeted by their search activity – exactly who the charity is looking to attract: potential beneficiaries, donors, campaigners, job applicants, or people looking for a charity to support by taking on a physical challenge.
Great news right?!
And the size of a charity makes no difference. As such for some of our smaller clients Google AdWords makes over 90% of their traffic.
What is GrantsPro?
Ad Grants account that have been active and meeting the required standards for 6 month can then apply to upgrade to the $40,000 per month Grantspro programme. In order to apply for the increased in-kind advertising spend you will need to match Google’s eligibility requirements which include effectively tracking meaningful conversions, hitting the budget cap and having the account in good health.
If you have an existing Adwords Grant account then we would love to talk to you about the best way to maximise on your traffic in order to receive the Grantspro account – and then use the extra advertising budget to it’s full potential.