Think of these requirements as Google's way of ensuring Ad Grants support high-quality, relevant advertising rather than generic promotional content. This might seem simple, but many charities lose their grants simply because no one remembered to check in regularly. The most basic requirement is logging into your account at least once monthly. Quality Score improvement comes from ensuring every element – keywords, ads, and landing pages – works together to serve your audience's intent.
- If you set-up and run your own Google Ads account, the financial cost is zero and the only cost is your time.
- Balance specific long-tail keywords with some broader terms to capture people at different stages of their search journey.
- With a Google Ad Grants account, you create ads to show on Google Search.
- There are a few Google hoops to jump through to qualify and maintain the charity PPC grant funding.
- The most basic requirement is logging into your account at least once monthly.
How AI Is Changing Google Ads – What Charities Need to Know
And if you’ve been approved but aren’t seeing results, it might be time to revamp your strategy or seek expert support. If you haven’t yet applied for the Google Ads Grant, now is the time! Whether your goal is to attract new donors, promote events, educate the public, or grow your email list, digital ad space is prime real estate — and Google is offering it to nonprofits for free. Let’s break down exactly how the grant works and why it could be a game-changer for your organization.
Tracking will enable you to make better decisions for your non-profit account. The bare minimum, you should link your Google Analytics with your Google Ads account. Disruptive Advertising showed how few accounts have effective conversion tracking in place. Once you have decided that a term is irrelevant to your campaign, you can add that term as a negative keyword. This will benefit the account helping maintain the required 5% CTR. This report can help highlight keywords that you should add as keywords or negative keywords.
Unlike social media, where you're competing for mere seconds of attention in busy feeds, Google Ads place your charity front-and-centre, at the exact moment someone is looking for what you offer. Often, charities focus their digital marketing efforts on social media strategies instead – putting all their eggs in another (extremely crowded) basket. Paid ads aren't only expensive, they’re hard to navigate and manage without a resource that really knows what they’re doing. “We simply could not reach people and create the impact we do without the awareness generated by these Ad Grants.” – Elizabeth Hutton OBE, Kicks Count Google Ad Grants might be exactly what your charity needs. When we're not in meetings, many of us spend a lot of our day in our Gmail inboxes, where Gemini is giving us time back by helping to draft responses faster.
This score considers your click-through rate, how well your keywords match your ads, and whether your landing page provides what people are looking for. While you're not paying directly (thanks to the grant), this metric helps you understand which campaigns deliver the best value. Impressions tell you how often your ads are being shown to people searching on Google.
Don't Miss Out On The Free Charity Fundraising Support And Resources
But, that's not all they're good for – here's the top 8 reasons charities, like yours, embed Ad Grants. The overarching reason most charities use Google Ad Grants is to increase traffic sagaspins casino registration to the most important pages of their website. “We secured a 100% boost in the number of donations with Ad Grants. This money went towards providing emergency shelter, food and kits for those in need. This includes Afghanaid, who doubled donations after a successful crisis appeal. Once your ads are live, you can integrate Google Analytics and conversion tracking to understand how your ads are performing.
This allows you to pinpoint crucial information, such as your strongest performing keywords, and which ads are driving the most donations and volunteer sign-ups. Your budget can even be applied to multiple campaigns, either split equally or prioritised towards those that you feel are more likely to reach your goals. Using Google Ads ensures you appear at the top of the page for the keywords you target – this helps maximise the visibility of your campaigns. This budget applies regardless of how many campaigns you're running simultaneously, too.
- By staying on top of this data, you’ll continuously refine your targeting to attract more qualified visitors while avoiding budget waste on irrelevant clicks.
- To get the most out of the grant you do need an understanding of how Google Ads works and will need to actively manage your account.
- They understand exactly what Google looks for in applications, how to structure your website to meet requirements, and how to avoid common pitfalls that lead to rejection.
- Match types can have a major impact on your account’s performance.
- Beyond compliance, higher CTRs improve your ad positions, increase your quality scores, and reduce your cost per click – giving you more bang for your advertising buck.
- Here are the questions you should ask when considering whether or not to choose a Google Ad management company.
Other Google Products
Think of this as your visibility metric – if your ads aren't showing up, nothing else matters. Tracking the right metrics is essential for understanding whether your Google Ad Grants are actually helping you achieve your charity's goals. By staying on top of this data, you'll continuously refine your targeting to attract more qualified visitors while avoiding budget waste on irrelevant clicks.
Apply for a Google for Nonprofits account
As part of this, don’t forget you’ll need to be registered with TechSoup, they handle the verification process for the programme. While this covers the main points, there are other requirements for your website’s content and operation worth checking in Google’s ongoing Ad Grant policy. For example, your income must exceed £5000, and satisfy the definition of a charity in the Charities Act, to register with the Charity Commission in England in Wales. The short answer is almost all can, you'll just need to meet specific criteria set by Google, and then be approved through a pre-qualification process. Now you know the brilliant things you can do with the grant, how do you get it?
Grant requirements mean you must have at least two ads per ad groups. You may request that your account is reinstated after you’ve paused or deleted keywords with low CTR to bring the account into compliance. In the event that the CTR requirement is not met for two consecutive months, your account will be cancelled. All Google Ads Grants accounts must maintain a 5% CTR each month.
To get the most out of the grant you do need an understanding of how Google Ads works and will need to actively manage your account. If you think you’ve met the Google Guidelines go back to the application process so Google can review the account. During the process, Google will need information about your charity.