Let Google Ads help you achieve your charities mission.
Google Ad Grants gives you up to $10,000 per month (approximately £8,000) of free advertising in Google searches. It can put your ads higher in Google’s search results and give a big boost to your website traffic and cause.
With Google’s global search engine market share over 85% and 3.8 million searches per minute your organisation can share its story with audiences around the country or even around the world!
In England, you must be a charity registered with the Charity Commission or have tax exempt status with HMRC. It is important to note that Governmental entities and organisations, hospitals, medical groups, schools, academic institutions and universities are not eligible for Google for Nonprofits.
The basics
Apply for a Google for Nonprofits account and have a valid charity status
Agree to Google’s terms and conditions and abide by Google Ads policies
Have a live website with substantial content
Get approved through the Google Ad Grants pre-qualification process.
Once you are up and running the tricky part is maintaining it. So how do you maintain eligibility and ensure your account is not deactivated?
Let's get a little more technical
- You cannot use overly generic and single-word keywords (see exceptions list)
- Keywords with a quality score below 3 are not permitted
- A maximum cost-per-click (CPC) of $2.00 applies for manual bids.
- Geo-trgeting must be used to show ads in locations where users will find your information and services useful
- You need at least two ad groups per campaign, each containing two ad texts
- Each campaign needs at least two sitelink ad extensions
- Click-through rate (CTR) of 5% must be maintained at account level
- Conversion tracking must be implemented correctly and follow the needs of nonprofits
- Your website domain should be yours and commercial activity must not be the purpose of your website
In addition to the above you are also expected to complete Google’s annual survey and feedback.
Keep in mind these are the current programme policies which Google update on a regular basis and something your paid search manager or agency will need to keep on top of.
In summary
Google Ad Grants has been around for a while but still underutilised. It is a great initiative for any charity and will help you gain exposure and thousands of new visitors to your website.
Quality is key! The quality filter prevents low quality ads from showing and a higher quality score keeps costs down and takes the monthly budget further.
Regular reporting and analysis is a must. A well-structured and easy to digest report is vital for helping you make data driven decisions about your campaigns. Once your ads are live, you can use Google Analytics and conversion tracking to get the full picture on bidding, keywords, search queries, and much more.
For these reasons a professionally managed Google Ads account is key to fully utilising the programme and running successful campaigns.
Why choose me?
With extensive experience in Paid Search and specifically Google Ads, I follow best practice to ensure all my client’s campaigns are successful.
PPC is where I started and still my passion. With a managed service not only will you have peace of mind that your account is fully optimised but you will receive keyword research, ad copy & content, bid adjustments and regular testing and reports.
For further information and assistance please get in touch, I can help with:
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