Nonprofit organizations often find it difficult to successfully market their services in the competitive business landscape. While large companies have million dollar marketing budgets, many nonprofits have only spare change to spend. That’s where the Google Ad Grants Program comes in to play. The program offers nonprofits the chance to advertise on Google AdWords free of charge. Qualified organizations receive $10,000 per month in AdWords to promote their causes and initiatives in Google search engines.
Because the program is so generous, there are some eligibility requirements for nonprofit companies. According to Google, eligible organizations must:
- Hold current, valid charity status.
- Agree to the application’s nondiscrimination and donation receipt use requirements.
- Have a functional site with quality content.
Google also notes that the following organizations are ineligible for grants:
- Government organizations and entities
- Hospitals and medical facilities
- Schools, academic institutions, daycare centers, etc.
Once approved for the program, there are a number of eligibility requirements that must be maintained in order to continue to receive the grant. In the US, Google recognizes charities as organizations with 501(c)(3) status.
As does any grant, the Google Ad Grants Program has a number of restrictions on what can and cannot be done with the resources given to organizations. Ad Grantees are expected to act as any paying advertiser would, with a number of restrictions and rules. Organizations will be given a daily budget of $329, which can be used to promote acceptable mission-based ads and keywords.
The program is a fantastic opportunity for nonprofit organizations to promote their ideas and mission on a larger scale. A simple Google search for successful case studies show how effective the program has been for many nonprofits. Direct Relief International, an organization that provides medical aid to disaster and poverty victims, used the program to create a 40% year-over-year increase in donations.
A peer-to-peer based fundraising company, charity:water, has increased site traffic by 350% since using Google Ad Grants. Kiva, a global micro-lending company, has seen AdWords become its largest resource for site traffic. Since turning to the program, Kiva has processed an excess of $490 million in micro-loans throughout the world.
A Prime Opportunity
If the results of these three companies are any indicator, it’s worth taking a look at the Google Ad Grants for Nonprofits program. The application process can be somewhat long, but the benefits can be huge. Plenty of application guides and tips exist to help those overwhelmed by the process. While the program may not be the best fit for everyone, it is certainly a blessing for those nonprofits looking to take their marketing to the next level.
We Can Help!
If you would like to hire us to help you manage the grant process, please call us at 1-877-769-0885 or contact us online. We can also help manage your Google Ad Grant PPC campaign.