Ad Grants Nonprofit Guide
We’re eager to help you grow your online presence and promote your nonprofit through Google Ad Grants! We admire the work you do and we want to help you share your cause with the world. Welcome Every nonprofit has unique goals. Whether you are trying to build awareness, recruit volunteers, or increase donations, Ad Grants can help you utilize AdWords to captivate your audience and tell your story.
Program Overview Introduction Eligibility Table of Contents Create Your Account Overview Account Creation Campaign Settings Ad Groups and Keywords Ads Account Submission Optimize Your Account Extensions The Keyword Planner Conversion Tracking/Analytics AdWords Express Grantspro
Program Overview Introduction Eligibility
Program Overview We want to support you in your efforts to raise awareness surrounding your cause and help you change the world. Google Ad Grants offers nonprofits $10,000 per month in in-kind AdWords advertising to promote their mission and grow their nonprofit on Google search result pages. Through Ad Grants Grantees can expand their reach, gain greater visibility, and recruit volunteers for no additional cost.
Program Overview In order to utilize Google Ad Grants, your nonprofit must hold current and valid charity status, as determined by your country. Check to see if your nonprofit is eligible for Google Ad Grants by selecting your country here and clicking on “Eligibility & charity status.” If your nonprofit meets our guidelines, visit your country’s Ad Grants site and click “Apply Today” to access the application.
Creation Guide Overview Account Creation Campaign Settings Ad Groups and Keywords Ads Account Submission
Creation Guide Every Grantee needs to have an AdWords account. Before Grantees start advertising, they will need to set up their AdWords account in three basic steps: 1. Create an account 2. Create a campaign 3.
Creation Guide You will need to sign up for AdWords and create a new account here (you must use this link to bypass the billing section). During the set up process you will be prompted to enter basic information about the account including currency, billing, and time zone.
Creation Guide After you set-up your account, you will need to create your first campaign. Your campaign settings control where you show your ads, the language they will appear in, and how much you will be spending. 1. Select “Search Network Only” - Name your campaign and select “Standard.” 2. Un-check “Include search partners” - Grantees are only allowed to show on Google Search results. 3. Choose your location and language - Select where you want to show your ad and the language you want to display it in.
Creation Guide Once you have chosen the settings of your campaign, you will build out its structure. Take the time to think about how your ad groups can mirror your nonprofit’s marketing goals. Each ad group should be centered around a different theme or service and contain keywords that represent the corresponding theme. 1. Create an Ad Group - Keep stuff together that belongs together. Base your ad groups on sections or categories that appear on your website. 2.
Creation Guide Within each ad group, craft your message and write 2-3 compelling ads that give potential volunteers and donors a reason to visit your site. Make sure your ads pop and encourage users to click and navigate to your site. Headline: Include one of your keywords Google Ad Grants Description Line 1: Highlight what makes your nonprofit unique.
Creation Guide Lastly select your country and follow the steps for the application submission process and we will review your account. If your nonprofit meets our eligibility requirements and your account is set up correctly, we will activate your account and notify you via email.
Features & Tools Extensions Keyword Planner Conversion Tracking AdWords Express Grantspro
Features & Tools Ad Extensions enable you to share extra information about your nonprofit for no extra cost. With Ad Extensions, you can increase visibility by showing your address, your phone number, and additional links to specific pages on your site. Sitelinks - Link directly to popular pages of your site. Call Extensions - Encourage calls to your nonprofit. Help customers get what they’re looking for on your site with just one click.
Features & Tools The Keyword Planner tool gives you keyword or ad group ideas and shows you statistics on how they might perform. This is a great tool for keyword generation and helps you visualize how you can break out each campaign into different ad groups. The Keyword Planner tool can help you: • Search for new keyword and ad group ideas - Find new keywords related to a phrase, website, or category.
Features & Tools Conversion Tracking and Google Analytics allow you to see what happens after someone clicks on your ad. The data behind these metrics are powerful and can help you measure whether or not someone completes a specific action on your website such as a donation, a volunteer registration, or a visit to your mission page.
Features & Tools Once you have an approved Ad Grants AdWords account, sign up for AdWords Express and save yourself some time! As an existing Grantee, you have the opportunity to engage in a simplified advertising format that allows Google to maintain your campaigns and optimize their performance.
Features & Tools The Grantspro program supports nonprofits that can effectively demonstrate how they can make the world a better place with additional advertising budget. Grantees are selected to join based on specific criteria and can receive up to $40,000 per month in in-kind advertising to impact their nonprofit and support additional programs or services. To be eligible to apply, current Ad Grantees must meet the following criteria: • Have conversion tracking installed.
Features & Tools We want to ensure that you take advantage of all that Google Ad Grants has to offer and are receiving the help you need. If you have any questions, visit our website or utilize one of the resources below: Google Ad Grants Help Center - Read about frequently asked questions and solutions. Call and speak to a personal representative - Find your country’s phone number here.
Ad Grants Thank you.
