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Marketing

Your Guide to Google Ad Grants for Nonprofit Organizations

Dustin Fatch
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As reported by the nonprofit fundraising solutions provider Donorbox, internet users are four times more likely to click an ad on Google than on other online platforms. In light of Google’s supreme market dominance, this stat should come as little surprise.

 Donorbox google ad grantWhether you are running a charitable nonprofit or a for-profit business, you need to reach out to people where they already are. And people who are looking to support a specific organization or general cause tend to turn to Google in extremely large numbers.

Google Ads allow you to reach these people when they make an online search using keywords that are relevant to your nonprofit organization and what it does. These clickable ads appear prominently before users as they peruse their search engine results.

Of course, this key public outreach comes at a price. Depending on the particular nature of your nonprofit and the market in which you operate, your Google Ads clicks will typically cost you between $1 and $2 apiece. At those rates, many cash-strapped nonprofits will struggle to afford a proper Google Ads campaign that will deliver real results.

This is where Google Ads Grant for nonprofit organizations can make an incredible difference. By signing up for Google Ad Grants, you can get up to $10,000 in ad spending each month to support your online marketing outreach. That’s a whole lot of $1 or $2 ad clicks!

What Organizations Are Eligible for Google Ad Grants?

Image of Google for NonprofitsBefore you can apply for a grant, you must obtain a Google Ad grant for Nonprofit organizations account. These accounts are only for nonprofit charitable organizations that are fully recognized by their home countries.

In America, nonprofits must have 501(c)(3) tax-except status with the Internal Revenue Service. Each nonprofit must certify that it isn’t a governmental entity, a healthcare provider, or an institution of learning.

Nonprofits that meet these requirements can request a Google for Nonprofits account by applying for one on the Google platform. Google employs the nonprofit sector tech support provider TechSoup to verify all eligible nonprofits.

How to Apply for the Google Ad Grant

When Google notifies you that TechSoup has verified your nonprofit, you are ready to apply for your Google Ad Grants. The first step in this process is to prove that your nonprofit’s official website is fully secure with an installed SSL certificate. To confirm this, log onto your Google for Nonprofits account, click on “Get started” under the “Google Ad Grants” heading enter your organization’s website address, and then click “Submit website.”Google Ad rant activation guide

After your website’s security has been confirmed, you must complete the Ad Grants eligibility form by clicking on the “Eligibility form” link on the Google for Nonprofits platform. This form takes roughly 20 minutes to complete and not only allows Google to confirm that you are eligible for an Ad Grant but gives Google the detailed information that it needs to support your nonprofit more moving forward.

Next, you must submit your Google Ad Grants activation for official review by, once again, clicking on “Get started” under the “Google Ad Grants” heading. Then, click the checkbox to confirm that you have completed the eligibility form and click “Submit activation request” for your final submission. Google will review your activation request and typically get back to you by email within three business days.

The Basics of Google Ad Grants for Nonprofits

According to the official Google Ad Grants website, Google created its Ad Grants program to help charitable nonprofits “raise awareness,” “attract donors,” “recruit new volunteers” and “share their causes with the world. Each qualifying nonprofit receives free access to as much as $10,000 each month in search engine ads that appear on Google.

For More Information

Cleveland, Ohio’s Marketing Done Right has a long history of providing essential digital marketing services to nonprofit organizations like the United Way and the YMCA. We have the expertise needed to guide you through every facet of the Google ad Grant for nonprofit organizations process. You can contact Marketing Done Right through its official website or by phone at (619) 354-0355. A skilled and knowledgeable representative is ready to answer any questions that you might have about Google Ads Grant for nonprofit organizations.

Dustin Fatch
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