As part of our mission to educate small business owners and marketing departments looking to expand into media, Screechy Cat Media will be creating a series of short posts outlining some of the important facets of digital media. In this post, we are focusing on Google Ad Grants for nonprofits.
Google Grants for Nonprofits
What
Nonprofits are eligible for up to $10,000 per month thanks to Google’s Ad Grants program. Google Grants for nonprofits can be used for paid search advertising on Google only; YouTube and display advertising is not part of the program. Participants are not required to spend all of the $10k monthly budget in order to continue to receive this benefit.
Who
Eligibility depends on country of your nonprofit’s origin—here in the US, Google requires your business to be registered with the IRS as a 501(c)(3) or “a group exempt organization with proven affiliation to a central nonprofit that has 501c3 status”, per Google Grants.
Nonprofits already paying for a Google Ads account are still eligible for a Google Grants for nonprofits account as well. Both can be run concurrently, as the auctions do not compete with one another.
Where
Campaigns running on a Google Ad Grant essentially run on a separate auction from other paid search campaigns. Ads can show independently on the SERPs (search engine result pages) or below other paid ads.
Why
It’s free advertising. Read up on why paid search advertising is so important for small businesses: as a direct response, bottom-funnel channel, paid search is a must for digital marketing success.
hoW
If your nonprofit meets the qualifications, you can visit this link to begin the sign up process for a Google Ad Grant. Once approved, you can visit the Google Ads platform in order to create your keyword lists and ad copy for your brand new Google Grants ad campaign.
Getting Started with Google Grants for Nonprofits
If your nonprofit is interested in learning more about Google Grants, or would like experienced assistance in setting up your paid search campaign, let us help! Contact us today and we’ll come out or set up a video chat for a free consultation.
