Google Ads for Non-Profit Organizations: An Introduction

In our current digital age, nonprofits and charities face a unique challenge where they need to effectively reach their target audience and drive meaningful engagement while working within a (sometimes) rigid budget. Traditional marketing strategies often fall short in driving results and some digital channels are simply becoming more and more expensive.

However, there is a powerful tool that can help level the playing field and amplify the impact of nonprofit organizations: Google Ad Grants. Before we dive into the $10,000 a month grant itself, it’s important to understand what Google Ads is first.

Understanding Google Ads

Google Ads is an online advertising platform that allows businesses and organizations to showcase ads on Google’s search engine results page (Search Ads), websites within the Google Display Network (Display Ads); and on other Google products like YouTube and Gmail. When it comes to the Google Ad Grants, they are applied specifically to Google Search Ads only.

Google Search Ads allows organizations to bid on specific keywords or search queries to have their ads appear on the results page. With billions of searches happening every single day, Google Ads offers an unparalleled reach with countless targeting capabilities.

How Google Search Ads Can Benefit Nonprofits

By utilizing the Google Ads platform, nonprofit organizations can start to see improvements such as:

1. Increased visibility: By appearing at the top of the search results, nonprofits can increase their website visibility and reach a larger audience.
2. Drive qualified, relevant website traffic: With targeted ads, nonprofits can send potential supporters to their website, where they can learn more about the organization, its mission, and volunteer opportunities.
3. Generate donations: By creating compelling written ads and call-to-actions, you can encourage users to take specific actions such as donating, signing up for a newsletter, or registering as a volunteer.
4. Measure and optimize performance: Google Ads has robust analytics and tracking tools that can help nonprofits gain insights. They can measure the effectiveness of their campaigns and make data-driven decisions to improve performance over time.

Introducing Google Ad Grants

Google Ad Grants is a unique program specifically designed to support nonprofit organizations by providing them with free advertising on Google Ads. Eligible nonprofits can receive up to $10,000 in advertising credit each month to promote their initiatives and to build brand awareness.

Key Features of Google Ad Grants

1. Free advertising credit: Nonprofits accepted into the program receive up to $10,000 in advertising credit per month to create and run Google Ads.
2. Keyword targeting: Nonprofits can target relevant keywords and search queries related to their cause and organization, ensuring that their ads are displayed to users actively searching for information or resources related to their mission.
3. Geographic targeting: Google Ad Grants allows nonprofits to target specific geographic locations, ensuring that their ads reach the right audience in their target communities.
4. Campaign management support: Google provides resources and support to help nonprofits maximize the impact of their Google Ad Grants, including best practices guides and training materials.

Getting Started with Google Ad Grants

To get started with Google Ad Grants, you will need to complete these three steps:

1. Apply for Google for Nonprofits. Your organization will need to hold a valid charity status as well as follow some eligibility requirements.
2. Activate Ad Grants. Once your organization is approved, you will need to sign in to Google for Nonprofit then click on “Get Started” under Google Ad Grants, complete the required information, and click “Activate” to submit your organization for review.
3. Launch your first Ad Grants campaign. Once the activation request has been approved and you’ve accepted the email invitation to your Ad Grants account, you can begin setting up your first campaign!

For those that oversee the nonprofit organizations and charities, harnessing the power of Google Ads can be a game-changer. By effectively leveraging these tools, nonprofits can expand their reach, raise awareness for their cause, and drive meaningful action from supporters. However, navigating the intricacies of Google Ads and its Grants can be daunting. That’s where Foundery comes in.

At Foundery, we specialize in helping nonprofits maximize their digital marketing efforts. Whether you’re just getting started with Google Ads or looking to optimize your current campaigns, our team of experts is here to guide you every step of the way. Contact us today to learn how we can help your organization unlock the full potential of Google Ads.