How important is Google for nonprofits?

Google now processes over 40,000 search queries every second on average which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. In the next 12 months, anyone who is a stakeholder of your nonprofit will use Google at least once.

How do search results appear on Google?

  1. Search Engine Optimisation (SEO) - This is the process of getting your website to rank on Google through organic means.
  2. Google AdWords - This is the process of paying to be ranked on Google by bidding on specific keywords that you want to appear for.

What is the Google Ad Grant?

Google Ad Grants works just like Google AdWords online advertising, by displaying your message to people who are searching for nonprofits like yours. If your non-profit qualifies for the grant, you will receive $10,000 USD (£8300) in in-kind AdWords advertising every month.

What role does Google Analytics play in the management of the grant?

Google AdWords can integrate fully with Google Analytics. Google Analytics is an insightful tool for monitoring website behaviour. Time spent on a webpage, pages per session and behaviour flow all help in making informed decisions on campaign and website modifications. This enables a complete overview of what impact the Google Ad Grant can have for nonprofits as every interaction on their website is recorded. This overview gives a clearer outlook on campaign performance compared to traditional marketing methods.

What sort of strategies could my nonprofit implement with the grant?

(Note: these are examples, anything that supports your mission is applicable)

  • General awareness of your cause
  • Events and ticket sales
  • Your nonprofits shop
  • Membership and newsletter sign ups
  • Donations
  • Downloads of your nonprofit’s mobile app
  • Vacancies available within your nonprofit
  • Your nonprofit’s current objectives
  • Blog content promotion
  • Social media channel promotion

What are the terms of the grant?

Google Ad Grantees receive free AdWords advertising on Google search result pages. Ad Grantees build and manage their own AdWords accounts similar to paying advertisers, but participate with the following restrictions:

  • The accounts currency must be set up in US dollars
  • A daily budget set to $329 USD, which is equivalent to about $10,000 per month
  • A maximum cost-per-click (CPC) limit of $2.00 USD
  • Only run keyword-targeted campaigns
  • Only appear on Google search result pages
  • Only run text ads

What are the eligibility requirements?

Google Ad Grants is part of the Google for Nonprofits program. To qualify for Google Ad Grants, your organisation must:

  • Registered on Google for Nonprofits.
  • Hold valid charity status.
  • Acknowledge and agree to Google’s required certifications regarding nondiscrimination and donation receipt and use.
  • Have a live website with substantial content.

Governmental entities and organisations, hospitals and medical groups, schools, childcare centres, academic institutions and universities are not eligible for Google Ad Grants, but philanthropic arms of educational institutions are eligible. There is scope for qualifying if you think you fall under one the non-eligible categories. Contact our team and we can make an independent assessment.

What services do Clicks to Causes provide?

We will:

  • Liaise with a point of contact in your charity and develop strategies based around your organisation's goals and objectives
  • Outline a comprehensive AdWords strategy to maximise the ad grant
  • Implement a finalised AdWords strategy
  • Provide ongoing optimisation of the account to improve return on ad spend (ROAS)
  • Prepare monthly reports, incorporating AdWords and Google Analytics results
  • Facilitate monthly meetings upon request
  • Provide email support with a dedicated account manager

How do I start my grant application?

We are happy to apply for the Ad Grant with your permission. It is usually a 7-10 day turnaround. A strategy meeting will be organised with your organisation's nominated contact. After approval, we can start creating campaigns and bring Clicks to your Cause.