Get $10,000.00 in FREE Google advertising – each and every month – for qualified 501(c)3 nonprofits.
Every qualifying nonprofit should be using Google Ad Grants to tell their story, to generate more supporters and to increase donations. Failing to take advantage of this generous in-kind Google gift is akin to losing $120,00.00 in online promotional opportunity — each and every year.
To best leverage Google Ad Grants, organizations may want to consider hiring a partner (such as NonProfit Fire) to expertly set up and manage this resource, and more importantly, to maximize the benefits for each nonprofit. Of utmost importance is how Nonprofit Fire conceives and develops workable marketing stories and campaigns that work hand-in-glove with Google Ad Grants.
Effective use of Google advertising requires story development, continual keyword management, ad testing, landing page optimization and requires routine execution of new campaigns.
(Landing pages are specialized web pages tailored to specific ads. These are the pages an Internet searcher “lands” on after clicking an ad. Keywords are what people use for online searching. Those same keywords are also used by Google to determine which ads to display to those who are searching online.)
What is Google Ad Grants?
Google Ad Grants is the nonprofit marketing version of AdWords™, which is Google’s online advertising platform. Google Ad Grants provides nonprofit organizations $10,000 per month of in-kind advertising, so that nonprofits may promote their causes on Google search result pages. This is a very powerful opportunity and should be taken advantage of by every qualified nonprofit organization. The trick is to use the advertising effectively to gain the maximum advantage. Additionally, it is necessary to avoid misusing it or neglecting it once you have it, otherwise Google will take it away.
Since the program began in 2003, Google has supported non-profits worldwide with more than $2 billion in advertising.
How Do I Use Google Ad Grants?
There are many ways to use a Google online advertising budget to tell a nonprofit organization’s story. An overly simplistic depiction would be to understand that these customized Internet ads are displayed on people’s computers, phones and tablets. However, these ads are exponentially more powerful than, for example, ads in newspapers and magazines. These ads contain hyperlinks, so that when people click on them, they arrive on your website. More importantly, the marketing stories, keywords, ads and web pages that visitors land on, should all be continuously optimized to generate the greatest results for your nonprofit.
Google provides a large amount of daily information about a variety of performance aspects of keywords and the ads. That data is one key to making Google Ad Grants work more effectively for your nonprofit. Additionally, like most marketing and advertising campaigns in the world at large, the ads tend to have a functional lifespan, which means new campaigns need to be tested and executed to continue to achieve your nonprofit goals.
Stated another way, if you are only using Google Ad Grants to drive more traffic to your website, you’d also be guilty of greatly under-utilizing this service.
A more purposeful application would be to generate actionable results, such as people subscribing to your mailing list, attending your events, sharing your messages, volunteering for your cause and/or raising money for your nonprofit. All that (and more) can be achieved through ongoing custom campaigns, which are best achieved through experienced, professional campaign management, such as provided by NonProfit Fire.
To find out more, sign up for the free email mini-course, HOW TO USE GOOGLE AD GRANTS.
Which Nonprofits Do Not Qualify for Google Ad Grants?
Most 501(c)3 nonprofits qualify for Google Ad Grants. However, there are some exceptions. The following nonprofit categories do “not” qualify:
- However, fundraising foundations for schools “do” qualify
Google Ad Grants Limitations
The Google Ad Grants program provides 501(c)3 nonprofit entities the power of the Google AdWords advertising platform. This international advertising network is used in conjunction with custom marketing strategies to help nonprofits achieve their goals. But there are some limitations, as compared to the full commercial version of Adwords, which is used by businesses all over the globe:
- $10,000 per month, which is equivalent to $329 per day
- A $2.00 maximum Cost-Per-Click (CPC)
- Only run keyword-targeted campaigns
- Only appear on Google search result pages
- Only run text ads
Don’t Lose Your Google Ad Grants
To maintain eligibility in the Google Ad Grants program:
- Your ads must ONLY link to the ONE nonprofit website URL that was approved in the application.
- You are required to actively manage the AdWords account by logging in monthly. Should you not log in to your account for 30 days, your account will be subject to pausing without notification. (Although 30 days represents a minimum of activity, such would also reflect negligent management.)
- Your ads must reflect the mission of the approved nonprofit organization and your keywords must be relevant to the nonprofit’s programs and services.
- Strictly commercial advertising is not allowed through this program. If you intend to promote products or services, 100% of the sales and/or proceeds must support your program.
- Your Google ads cannot link to pages that are primarily links to other websites.
- Ads offering financial products (such as mortgages or credit cards) or those requesting car, boat or property donations and related keywords are not allowed.
- Your website cannot display Google AdSense ads or affiliate advertising links while participating in Google Ad Grants.
Ad Grantees found in violation of any of these guidelines are subject to removal from the program. Google reserves the right to grant or deny an organization’s application or participation at any time, for any reason, and to supplement or amend these eligibility guidelines at any time. Selections are made at Google’s sole discretion, and are not subject to external review.
Professional Management of Google Ad Grants (The Catch)
Google Ad Grants is a godsend for 501(c)3 nonprofits. But there is a catch. Managing this gift (along with its attendant limitations), can become frustrating, due to the challenges inherent in maximizing the $10,000 monthly budget. Many nonprofits only use a fraction of the available advertising budget and even with that, it’s often not effectively integrated into a workable marketing strategy to achieve real goals. In other words, they may receive additional traffic to their website but they are not benefiting from the results of a successful marketing campaign, such as more supporters or more donations.
Additionally, there is a Cost-Per-Click (CPC) limitation on each keyword selected for an ad campaign. These bids specify the maximum amount the advertiser is willing to pay each time someone clicks the ad. A higher bid can allow the ad to display at a higher position on the page, which means more visibility for viewers. Google Ad Grants limits the Cost-Per-Click (CPC) bid to $2.00 per keyword, which is not competitive with many keywords. In fact, for popular keywords, certain ads will not be visible at all to most viewers. It bears re-emphasizing that Google provides the money required to bid on keywords free of charge to the nonprofits. So, the CPC is not costing the nonprofit anything at all.
Furthermore, all the other commercial advertisers who are paying market rates through Google’s Adwords platform command the top ad display positions when bidding against nonprofit accounts.
Hence, these limitations actually make it more challenging to successfully execute Google Ad Grants for nonprofits, compared to the paid commercial Adwords version for businesses.
Regardless, Google Ad Grants is still the most powerful way for 501(c)3 nonprofits to reap the rewards of successful online marketing campaigns.
If you would like to see an example of these ads, visit the following link:
Perpetual Fundraising Engine for Nonprofits
However, here’s the good news! Professional experience combined with creative application can uncover less popular and less expensive keywords, which can be applied to generate measurable returns, all in conjunction with specific campaigns. By taking advantage of NonProfit Fire’s Perpetual Fundraising Engine, your organization will benefit from our guarantee that we will soon raise enough money for your organization that it will cost your nonprofit nothing, since the fundraising covers the costs of building and maintaining the fundraising engine.