Promote your nonprofit organization for free with Google Ad Grants.

Do you work for a nonprofit organization and want to promote or advertise it? Then Google Ad Grants is the perfect option!

Google supports nonprofit organizations with Ad Grants to promote your business through AdWords. 

As part of the Nonprofits Program, it offers the opportunity to run free advertising subject to certain requirements.

This article will show you how you can benefit from the AdWords Grants Program.

Fig. 1: Google for Nonprofits Logo. Source: Google Screenshot

What opportunities does the Nonprofits Program offer?

First, you need to apply to Google for the Nonprofits Program. The program offers nonprofit organizations premium products such as:

• Google Ad Grants: With a monthly budget of $10,000, you can promote and raise awareness for your organization.

• YouTube Program for Nonprofits: A free and enhanced version of YouTube that allows you to engage users and raise funds.

• Google Apps for Nonprofits: Free access to Google Apps and increased storage space per account.

How can I participate in the program?

The first step is to ensure that your organization is eligible to participate. To meet the key criteria, you should consider the following points:

• Your organization must be a recognized and registered nonprofit organization, in the form of an association or foundation. You can find more detailed information here.

• It is necessary that the organization is registered at stifter-helfen.de. If you do not yet have an account, you can register here.

Once you have checked the criteria mentioned above, you can apply for participation and apply to Google Nonprofits with this Link.

Fig. 2: Google for Nonprofits Homepage. Source: Google Screenshot

After selecting your country, you need to provide the following information:

Fig. 3: TechSoup Validation Code. Source: Google Screenshot

Fig. 4: Participation Guidelines. Source: Google Screenshot

If the admission is successful, you will receive an email within a short time, but at the latest within two working days:

Fig. 5: Google Nonprofits Confirmation Email. Source: Microsoft Outlook Screenshot

AdWords, AdWords Express for Ad Grants, and the Grantspro Program

When you are signed in to your Google Nonprofits account, you can create an AdWords account for Ad Grants.

When creating the account, you can choose between an AdWords account and an AdWords Express account. Both must be set up according to Ad Grants guidelines and can be used simultaneously. You should divide the monthly budget of $10,000 accordingly between the two accounts.

AdWords Express is the perfect option if you don't have time to manage the account, as Google automatically optimizes the account.

An increased monthly budget of up to $40,000 can be obtained by Google Ad Grantees under the Grantspro Program if certain eligibility criteria are met:

• Set up conversion tracking and record at least one conversion.

• In at least two of the last six months, the monthly budget of $9,900 must have been reached.

• The average click rate must be at least 1% in the last six months.

• Regular management of the account — at least every two weeks.

• Compliance with program policies.

• Participation in annual surveys.

How can I properly set up the Ad Grants account?

After creating and setting up the account, you have a monthly budget of $10,000 for your ads, divided into a maximum of $329 per day, available. This is automatically activated by Google.

In addition to budget restrictions, only keyword-related campaigns are supported, and you can only promote your text ads in the search network.

It's also very important to follow these steps to activate the ads:

• Visit this Link and click on the blue button “Get Started”.

• Select your country and the currency US Dollar.

• Create the first campaign needed to submit your application.

• Choose search network only.

• Disable partners in the search network.

• Select the locations and languages.

• Choose a bid strategy “I'll manually set my bids for clicks” and don't forget that the maximum CPC can only be $2.00.

• Set the maximum daily budget to $329.

• Add the keywords and ads of your organization now. You must not use commercial vocabulary when creating the text ads.

Unallowed example:

Fig. 6: Unallowed ads. Source: Screenshot: httpss://www.google.ch/intl/de/grants/details.html

Allowed example:

Fig. 7: Allowed ads for Ad Grants. Source: Google AdWords

Fig. 8: Keywords for Ad Grants. Source: Google AdWords

After you have created the account with these steps, please go back to the Nonprofits account dashboard and click the displayed blue button. The status “Application Received” will appear:

Fig. 9: Google Nonprofits Account. Source: Google

You will then receive a status email within five business days. Please do not forget that the AdWords account must be managed and optimized monthly.

What can we do for you?

Do you want to apply for Google Nonprofits and run free advertising? If you need support in creating and optimizing the account, contact internetwarriors GmbH. Our certified AdWords specialists will be happy to assist you.