I have been amazed over the past few years how many nonprofits I have encountered that are not aware of the Google Ads Grant Program.
What could a nonprofit do with $10,000 per month in advertising on Google Ads? Could they get the word out about their cause to more people who might be in need of their services? Can you recruit more volunteers? Could they bring in more donations?
The Google Ads Grant Program provides nonprofits with the opportunity to advertise on Google Ads for free. The program gives qualified organizations up to $10,000 per month to promote their initiatives on Google.
This can be a great source for extra traffic to your website to share your cause with your community or the world. It’s an opportunity that every nonprofit should be taking advantage of.
In order to qualify for the Google Ads Grant Program, nonprofits must meet the following criteria:
- Hold current and valid 501(c)(3) status.
- Acknowledge and agree to Google Grant’s required certifications.
- Have a website that defines your nonprofit and its mission.
- Hospitals, medical groups, academic institutions, childcare centers, -and government organizations are not eligible.
- (Google does provide a similar program specifically for educational institutions.)
In 2018, Google made changes to the Google Ad Grant Program and there are new guidelines that nonprofits must follow to remain eligible:
- Maintain a minimum 5% CTR account-wide. Accounts that dip below 5% for 2 consecutive months will be suspended.
- Maintain a minimum keyword quality score of 2.
- Have a minimum of 2 ad groups per campaign.
- Have a minimum of 2 ads per ad group.
- Utilize at least 2 sitelink ad extensions.
Nonprofits primarily struggle with maintaining the 5% CTR. It is account-wide, so it is always advisable to have a brand campaign running for the nonprofit as those will usually have a pretty high CTR.
For more information about the different ways to boost your nonprofit IT support in Washington DC just give the experts a call at Capital Techies.