Google Ad Grants program

Sweet Sixteen for the Google Ad Grants program

Google has announced this week in the Google Ads forum that the Google Ad Grants program has celebrated its 16th birthday.

What is the Google Ad Grants Program?

The Google Ads Grant program was set up in 2003 to help not for profits around the world to drive awareness, attract donations, recruit volunteers and much more. They currently work with more than 20,000 not for profits across more than 50 countries. Over the 16 years, the program has given over $9B in free advertising to over 115,000 not for profits.

Some of the not for profits the program has helped include Barnados in Ireland. They were able to achieve a 366% conversion rate increase and a 350% increase in website impressions. They have also helped Samaritans in the UK whose Ad Grants campaign drove 10% of online donations.

If you are a not for profit and want to take advantage, there are some differences compared to a normal Google Ads account:

  • Only text-based ads are available
  • They will only appear on Google search results pages and below the ads of paying advertisers
  • Only keyword-targeted campaigns are available
  • The maximum cost-per-click (CPC) is £1.60

However, by following these guidelines, you will receive £8,000 of in-kind Google Ads advertising every month.

So, you’re applicable for the Google grant but how do you maintain it?

  • The Ads that are in your account will need to link to the nonprofit URL that was approved initially.
  • Make sure you’re proactive in your Google Ads management by logging in monthly. If a nonprofit advertiser doesn’t log in regularly then the account might be paused by Google without any notification.
  • When you advertise, the ads must reflect the goal of your nonprofit.
  • If the nonprofit you work for sells products, as long as 100% of the proceedings go towards the program you are supporting then it will stay approved.
  • The ads you create shouldn’t lead visitors to any other external websites.
  • Your ads also can’t be asking visitors for donations in the form of large goods such as property donations, mortgages or cars.
  • Your website can’t display ads from Google AdSense or other affiliate advertising links while participating in Google Grants.

Google states that any violation of these guidelines are subject to removal from the program. They also reserve the right to supplement or amend these eligibility guidelines at any time.

There are some organisations which aren’t available for the Google grants though which are:

  • Governmental organisations
  • Hospitals and medical groups
  • Schools, childcare centers, academic institutions and universities (but don’t worry, Google does have a similar program for educational institutions)

If you would like to discuss your PPC campaign or how a PPC campaign can help your business, get in touch with one of our digital experts today.

Written by: Thomas Coughlan
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