Nonprofit Focus: How to Apply for Google Grants
At Unlimited Mixed Marketing, we are passionate about helping nonprofits make the most of their digital marketing potential. One powerful tool we’ve successfully leveraged for our nonprofit clients is Google Ad Grants, which offers up to $10,000 a month in free advertising. This allows organizations to boost their visibility, engage supporters, and drive action toward their cause.
In this post, we’ll guide you through how to apply for Google Grants and explain how our agency can support you every step of the way, ensuring your nonprofit maximizes this valuable opportunity.
What Is the Google Ad Grant?
Google Ad Grants is an initiative from Google designed to help nonprofits promote their missions and initiatives on Google Search. The program provides eligible nonprofits with $10,000 per month in free Google Ads, allowing organizations to reach new audiences and grow their online presence without having to worry about ad spend.
While the grant is a game-changer for many nonprofits, the application process, ongoing management, and compliance with Google’s policies can be complex. This is where our expertise comes in.
Step-by-Step Guide to Applying for a Google Ad Grant
1. Confirm Your Eligibility
Before you apply, it’s essential to confirm your nonprofit meets the eligibility criteria. Google requires that organizations:
Be registered as a charitable organization in their country.
Have a website with substantial content related to their mission.
Agree to Google’s nondiscrimination and donation policies.
Not all nonprofits qualify, especially government bodies, hospitals, and schools. Our agency can help you determine if your organization is eligible.
2. Register with TechSoup
Google partners with TechSoup, a nonprofit that validates the eligibility of other nonprofits for the Google Ad Grants program. You’ll need to register your organization with TechSoup and obtain a validation token.
Pro Tip: Registering with TechSoup can take some time, so we recommend starting this process early. Our team can guide you through this registration step to ensure you’re set up properly.
3. Enroll in Google for Nonprofits
Once you have your validation token from TechSoup, you’ll need to apply for the Google for Nonprofits program. This program provides access to a suite of Google tools designed for nonprofits, including Google Ad Grants. Approval typically takes a few days.
4. Submit Your Google Ad Grant Application
With your Google for Nonprofits account set up, the next step is to apply for the Google Ad Grants program. You’ll need to demonstrate how your organization plans to use Google Ads to advance your mission and engage with the public. Google wants to ensure that the grant funds are being used effectively.
5. Create a Google Ads Campaign
Once approved, you’ll need to create your first Google Ads campaign within your grant account. There are some key requirements:
$2.00 maximum cost-per-click (CPC) bid.
Ads must only run on Google Search Network.
You must maintain a 5% click-through rate (CTR) each month to keep your account active.
Why This Matters: Google Ads management can be tricky, especially when working within grant limitations. Our team of experts can help you set up and optimize your campaigns to meet these requirements while delivering results that align with your nonprofit’s goals.
How Our Agency Can Help You Succeed
Navigating the world of Google Ad Grants can be overwhelming, but with the right partner, your nonprofit can thrive. Our marketing agency specializes in working with nonprofits, offering services such as:
Eligibility Assessment: We help you determine if your organization qualifies and guide you through the application process.
Account Setup and Optimization: We ensure your Google Ads campaigns are set up for success, focusing on keywords that drive traffic and meaningful action.
Ongoing Management: Managing Google Grants involves staying compliant with Google’s guidelines, maintaining a high CTR, and constantly optimizing campaigns to meet your goals. We handle all of this so you can focus on your mission.
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Conclusion
Google Ad Grants is an invaluable resource for nonprofits looking to expand their reach, but it takes expertise to unlock its full potential. Whether you need help with the application process or ongoing campaign management, our agency is here to support you at every step.
Contact us today to learn how we can help your nonprofit tap into the power of Google Ad Grants and elevate your digital presence.
Written by Raycheal Proctor
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