GOOGLE AD GRANT
Search engine marketing is a very powerful tool, allowing you to advertise your product or service at the exact time that someone is searching for it. However, traditional pay-per-click (PPC) marketing requires investment in order to bid on keywords and get your ads shown. This investment, however large or small, might be enough of a barrier to stop your digital marketing endeavours in their tracks, especially for smaller charities and non-profit organisations.
However, Google offer a Google Ad Grant of $10,000 a month to registered charities and non-profits to spend on advertising on the Google Search Network, allowing you to drive traffic to your site, attract potentially donors, raise awareness, promote campaigns and so much more.
If you are a registered charity and aren’t already utilising the Google Ad Grant programme, here is a guide designed to get your enrolled in the Google Ad Grant programme to help you get started with search engine marketing.
HOW TO APPLY
To receive the Google Ad Grant, Google requires you to be signed up for the Google for Nonprofits programme. Google for Nonprofits is available to 50+ countries and gives non-profits access to free resources and products that can help take your mission further.
BE A REGISTERED CHARITY
In order to enrol with in the Google for Nonprofit programme you need to be registered as a charitable organisation. There may be specific criteria you need to fulfil to be recognised as a charitable organisation, for example: in the UK you must be registered with HM Revenue & Customs (HMRC) as a charity for tax relief. For full details of all the individual countries requirements, see Google Non-profits support.
REGISTER WITH TECH SOUP
Secondly, you need to be registered with Tech Soup. Tech Soup is a global network that is partnered with Google that provide tech support and other technological tools to non-profit organisations. As Tech Soup has a number of regional branches, you can visit the Tech Soup Global website, and enter your country and language to see who your local provider is.
The UK Tech Soup local arm is called Technology Trust. You will need to complete the free signup process in order to receive your tt-exchange ‘validation token’ that is required when applying for the Google for Nonpofits programme.
Firstly you will need to choose the primary and secondary functions of your charity from a drop down menu. There are lots of options so you should be able to find one that fits your charity.
Next you will need information related to your charity for the signup process, namely your charity number, email address, address and phone number. You can check the Charity Commissions site if you are unsure of your details. You will also be required to provide a short Mission Statement.
Technology Trust also suggest that you include 4 optional pieces of information to speed up the process; Proof from HMRC confirming your charity status, annual accounts, an annual review and a headered letter confirming the address, email address and phone number of your charity.
Tech Soup have provided a walkthrough of the process, illustrated by screenshots.
SIGN UP FOR GOOGLE FOR NONPROFITS
Once you’ve got your validation token you will be able to use this to enrol on the Google for Nonprofits programme. Again, for this step you will need your organisation name, phone number, website, contact details and a short mission statement.
Provided your application is approved, you are now successfully enrolled in Google for Non-Profits!
SET UP AN ADWORDS ACCOUNT
In order to receive the $10,000 Google Ad Grant, you will need to set up an AdWords account. During the setup of the account there are some steps to take into consideration.
- You need to set your currency to USD, regardless of your location. As the Google Ad Grant is in USD, the currency settings need to match. Currency setting cannot be changed once they have been set, so it is important that you get this step right first time.
- It is important that you ignore any prompts to enter billing information as the Google Ad Grant cannot be given to accounts with billing information added.
- You will need to set up at least one campaign, one active unpaused ad, and at least one keyword in order to be considered eligible. Your campaign must be set to the Search Network only, and the destination URL for your ad must be a location on your charities site.
A full AdWords account creation guide can be found on Google support.
Take note of your AdWords Customer ID that you are assigned, which is visible in the top right hand corner of the AdWords menu.
ENROL FOR GOOGLE AD GRANT
Once your AdWords account satisfies all the criteria, log into your Google for Non-Profits account, and under My Organisations > Enrolments, click ‘Enrol for Google Ad Grants’. The form requires your AdWords Customer ID, as well as a checklist that your account satisfies the criteria for the Google Ad Grant listed above.
Once the account has been authorised by the Google Grants Team (it can take 30 days from submission of the application, although in our experience it is reviewed much more quickly than this), you will have a $330 to ‘spend’ each day in Google AdWords!
WE CAN HELP
If you would like any more information, or help with applying for a Google Ad Grant, then please get in touch. We are Google qualified and specialise in the charity sector. We also have a proven track record and considerable success in AdWords development, both with paid and grant accounts, and we have the testimonials to back that up!