Promote your nonprofit organization for free with Google Ad Grants.

Do you work for a non-profit organization and want to promote it or make it known? Then Google Ad Grants is the perfect option!

Google supports non-profit organizations with Ad Grants to promote your business through AdWords. 

As part of the Non-Profits program, it offers the opportunity to run free ads under certain requirements.

In this article, you will learn how to benefit from the advantages of the AdWords Grants program.

Fig. 1: Google for Non-Profits Logo. Source: Screenshot Google

What does the Non-Profits program offer?

First, you need to apply to Google for the Non-Profits program. The program offers non-profit 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 Non-Profits: A free and enhanced version of YouTube, allowing you to engage users and raise donations.

• Google Apps for Non-Profits: Free access to Google Apps and increased storage per account.

How can I participate in the program?

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

• Your organization must be a recognized and registered non-profit organization, in the form of an association or foundation. More detailed information can be found here.

• It is necessary for the organization to be registered at stifter-helfen.de. If you don't have an account yet, you can register here.

After verifying the above criteria, you can submit an application for participation with this link and apply to Google Non-Profits.

Fig. 2: Google for Non-Profits homepage. Source: Screenshot Google

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

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

Fig. 4: Participation Guidelines. Source: Screenshot Google

If the entry is successful, you will receive the following email within a short time, but no later than two business days:

Fig. 5: Google Non-Profits Confirmation Email. Source: Screenshot Microsoft Outlook

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

When you are logged into your Google Non-Profits account, you can create an AdWords account for Ad Grants.

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

AdWords Express is the perfect option if you don’t have time to manage the account since Google optimizes it automatically.

Google Ad Grantees can receive an increased monthly budget of up to $40,000 under the Grantspro Program if they meet certain eligibility criteria:

• 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 guidelines.

• 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, which you can divide into a maximum of $329 per day. This is activated automatically by Google.

In addition to budget restrictions, only keyword-related campaigns are supported, and you can only promote your text ads on the Search Network.

It is also very important to follow these steps to enable the ads:

• Go to this link and click on the blue button "Get Started".

• Select your country and the currency US Dollar.

• Create the first campaign now, which is required to submit your application.

• Select only Search Network.

• Deactivate the partners in the Search Network.

• Select the locations and the languages.

• Choose bidding strategy "I set my bids for clicks manually" and remember, the maximum CPC must be $2.00.

• Select a maximum daily budget of $329.

• Add the keywords and ads for your organization now. When creating text ads, do not use commercial vocabulary.

Not allowed example:

Fig. 6: Disallowed Ads. Source: Screenshot: https://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 creating the account with these steps, please go back to the Non-Profits account dashboard and click on the blue button displayed. The status "Application Received" will appear:

Fig. 9: Google Non-Profits Account. Source: Google

Within five business days, you will then receive a status email. Please do not forget that the AdWords account must be managed and optimized on a monthly basis.

What can we do for you?

Do you want to apply for Google Non-Profits and thereby run free advertising? If you need help creating and optimizing the account, contact internetwarriors GmbH. Our certified AdWords specialists are happy to assist you.