Using Google Ads for Nonprofit Advertising

Advertising has always been an important part of business, but in the digital age, it has become the underpinning structure of every market. Being able to reach people is something all organizations strive for, and they rely on advertising networks to separate them from the online crowd. Even nonprofits need to tap into the advertising framework and Google Ads for nonprofit organizations is an important tool.

Many people don’t associate nonprofits, such as charities, with advertising. However, like a for-profit business, a nonprofit still needs to reach out to people, whether it’s to spread their message, reach out to potential partners, or to attract donations.

Google Ads is the world’s largest advertising platform and it gives organizations access to the billions of people who use various Google services (Search, Maps, Gmail) every day. For charitable organizations and other nonprofits, Google Ads works differently. In this blog, you can read about leveraging Google Ad Grants for nonprofits.

What Is Google Ad Grants?

Essentially, Google Ad Grants is a way to get Google Ads for nonprofit advertising. Importantly, it allows these organizations to get the power of the advertising network without paying for it. Eligible organizations can apply and receive $10,000 per month to spend in Google Ads. Grant funds can be used to promote the nonprofit on Google.

It is worth noting that Google Ad Grants for nonprofits requires organizations to complete an application and adhere to the rules of the program. That means any nonprofit interested in the grant should check their eligibility before applying.

Below are the requirements to apply for Google Ads for nonprofit organizations:

  • Have a detailed website that functions and clearly states the organizational goals.
  • Agree to the terms of Google Grant certification requirements, which state how the nonprofit receives donations.
  • Be a valid charity and be legally recognized as such.
  • While the term nonprofit is broad, some entities cannot apply for Google Ad Grants:
  • Hospitals
  • Schools and other education institutions
  • Governmental bodies

How to Keep Google Ad Grants for Nonprofits

If your charitable group receives Google Ads for nonprofit advertising, there are things you need to do to maintain the support. In fact, for many groups, maintaining Google Ad Grants is harder than obtaining initial backing. Here are some tips for ensuring you remain compliant with the program and continue to receive Google Ad Grants for nonprofits.

  • All ads must point to the mission of the charity. For example, if your nonprofit focuses on drinking water distribution, all ads must reflect this goal. That does not mean you cannot advertise products. However, 100% of proceeds from products you sell must filter back into the charity.
  • Be active on your account to continue receiving Google ads for nonprofit groups. Charities that are not active on their account could have their grant suspended without notification.
  • Google Ad Grants for nonprofits require successful applicants to direct all ads back to the URL that was first approved during the application. This means no ads can point to any other website or company.
  • Nonprofit groups are not allowed to offer any financial products if they are part of the Google Ad Grants program. For example, no credit cards, loans, or mortgages are allowed to be sold by the applicant company. Furthermore, you cannot ask for charitable donations in the form of products, such as cars.
  • Google Grants does not permit organizations to use affiliate advertising links, such as Google AdSense.

What You Need to Know About Google Ads for Nonprofit Groups

So, you’ve been accepted for Google Ad Grants for nonprofits and you are working to the requirements detailed above, but what can the Ad Grants program do for your nonprofit?

Under the program, all successful applicants receive free advertising on Google Ads, up to $10,000 each month. However, it is important to know you will be limited to only using Google Ads. The good news is, you will have complete control of your advertising campaign, in much the same way a regular business would.

While ads are free and you get up to $10,000 per month, you cannot pick and choose when to spend that money. Firstly, you will be limited to a daily budget of $329 per days and be restricted to keywords with a Max CPC of $2 or lower.

One of the most important things to remember about Google Ads for nonprofit advertising is the money does not rollover. That means if you don’t spend $329 one day, you won’t have $658 to spend the next. Equally, if you don’t spend your allocated $10,000 one month, that money is gone forever.

Google Ad Grants for Nonprofits and Keywords

Like any other advertising strategy, even nonprofits have to manage keywords to make sure their campaigns reach as many people as possible. A good place to start is by ensuring your keyword selection is up to scratch. As mentioned, you will be capped to a Max CPC of $2, so you will have to get your creative juices flowing to compete against higher CPCs.

Keyword selection should be on point and be relevant to what you are advertising. Using longer tail (more specific) keywords can help you overcome some of the shortcomings of a limited CPC. Don’t restrict yourself with keyword match types and use broad match types that will reach people and connect with impressions.

While exact match keyword phrases are something you should strive for, the limited CPC does make getting those matches easier said than done. Many nonprofits that use the Ad Grants program know about the juggling act required to get a rich keyword campaign built while living with the CPC limit Google has in place.

Getting the balance right can help your organization reach more people and receive more support.

To know more about grant management as a nonprofit, check out our dedicated service for grant writing. For more information about maximizing the potential of your nonprofit, contact our online support team at BryteBridge Nonprofit Solutions today.