Google Ads Grants for nonprofits is a powerful resource to help nonprofits and charities build their digital presence. In the digital world we live in, having a strong digital presence is essential to any organization that aspires to reach its community and make a difference in the world. Launched in 2003, the program provides eligible organizations with $10,000 per month to be spent in Google Ads to promote their initiatives.
If you are new to Google Ads, you should know that your ads will appear next to search results when people look for nonprofits like yours. For example, if you work in the mental health sector, you can reach a new audience in those who search for “mental health” on Google. The program includes some convenient tools that help you create, target, and optimize your campaigns, putting you in control.
Once you set up your Google Ad Grants account, you’ll see that the it only allows you to run text-based ads, with no videos or images. The Ads will appear on search results pages, below paid advertisements. But don’t be put off by it! One survey shows that 49 percent of their respondents click on text ads when they search–so this rather simple format can actually be very effective.
All things considered, Google Ad Grants can be a breath of fresh air to your nonprofit–since it can help acquire new donors and spread the word about your mission. Nevertheless, the program seems to be underused in Canada, as only 5,000 nonprofits benefit from it, out of the 85,000 eligible.
Getting your Google Ad Grants up and running is simple. Follow the three steps below to set up your account and start running your Google Ads campaigns:
Once your eligibility for Ad Grants is verified, you must apply for Google for Nonprofits.
Sign into Google for Nonprofits, go to ‘Active Products’ and ‘Get Started’ under Google Ad Grants. After filling out an assessment, you must click ‘Activate’ to submit your nonprofit for review.
You’re good to go. Now run those ads!
We now know that Google Ad Grants can provide critical resources to your nonprofit. This power, however, can generate an ever deeper impact if your organization can design and adopt a full digital marketing strategy. Developing a voice, a look, and a personality for your nonprofit–in other words, building a true brand–is sure to drive better long-term results. It will captivate your audience, draw attention to your cause, and strengthen your digital presence.
And if you can rely on digital marketing experts to make it happen, the better it can be. You don’t have to go over budget to have seasoned professionals take care of your strategy: many agencies will be willing to partner with you because you share the same cause and values. Once this match is made, and once your digital marketing strategy runs on full steam, there is basically no limit to where your nonprofit can go.