Google Ad Grants


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Explains the Ad Google Grants program for nonprofit organizations.

The nonprofit edition of AdWords™ (Google's online advertising tool), Google Ad Grants empower nonprofit organizations through $10,000 per month of in-kind AdWords advertising. Nonprofits can promote their missions and initiatives on
-Reach donors, volunteers, and constituents
-Raise awareness
-Track online donations, newsletter sign-ups, and volunteer registrations
-Promote your organization's website

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Google Ad Grants

  1. 1. Chris Middings Founder & President, NPG @NPGVT @cmiddings 1
  2. 2. About NPG ● NPG specializes in creating and administering Google Grants accounts for nonprofits ● NPG creates customized search engine and social media marketing solutions to amplify nonprofits' missions, visions, and goals 2
  3. 3. What is Google Grants? ● The nonprofit edition of AdWords, Google's online advertising tool ● Empowers nonprofit organizations, through $10,000 per month of in-kind AdWords™ advertising ● Allows nonprofits to promote their missions and initiatives on 3
  4. 4. Why Google Grants? ● Reach and engage your supporters through online advertising with AdWords ● With Google Grants, you can: ● Reach donors, volunteers, and constituents ● Raise awareness ● Track online donations, newsletter sign-ups, and volunteer registrations ● Promote your organization's website 4
  5. 5. About Google Grants ● Google Grantees receive a grant for free AdWords advertising on ● Grantees build and manage their own AdWords accounts just like paying advertisers 5
  6. 6. What is Google AdWords? ● You create ads and choose keywords (words or phrases related to your organization) ● When people search on using one of your keywords, your ad appears next to the search results ● You're advertising to an audience that's already interested in you ● You attract supporters ● People can simply click your ad to donate to your organization or learn more about you 6
  7. 7. AdWords Restrictions ● Daily budget of $330 ● Equivalent to $10,000 per month ● Maximum cost-per-click of $2.00 ● Only keyword-targeted campaigns ● Only appear on ● Only text ads ● Run for as long as the organization remains actively engaged with their Grants AdWords account 7
  8. 8. Google Grants Criteria ● You must have a website ● Your ads must link to a page on your website ● The keywords you target must be relevant to your program and services ● Your website cannot display revenue-generating ads, (such as Google AdSense) or affiliate advertising links ● The management of your advertising campaign is your organization's responsibility ● You can use an outside agency to manage 8
  9. 9. Active Engagement ● Grantees are required to be actively engaged in the program ● Actively manage their AdWords accounts ● Be responsive to email requests from Google ● Log in at least monthly ● If you don't log in for 3 consecutive months or prove unresponsive to email requests, your account will be subject to cancellation without notification 9
  10. 10. Ad Restrictions ● Ads must reflect the mission of your organization and your keywords must be relevant to your programs and services ● Strictly commercial advertising is not allowed ● If you intend to promote products or services, 100% of the sales and/or proceeds must support your program ● Your Google ads cannot link to pages that are primarily links to other websites 10
  11. 11. URL Restrictions ● Your ads must only link to the website URL that is included in your application ● If your organization's URL changes or you develop additional URLs for your organization that direct to the main organization's site, you may add these to your account at any time without written approval from Google 11
  12. 12. Google for Nonprofits Additional Programs ● Google Apps for Nonprofits ● Free version ● YouTube for Nonprofits ● Premium branding capabilities on YouTube ● Increased uploading capacity ● The ability to select custom thumbnail images ● Call-to-action overlay on your videos ● Google Earth Outreach Grants ● Free licensing for Google Earth Pro and Maps API for Business 12
  13. 13. Are You Eligible? ● To be eligible for the Google for Nonprofits program, organizations must ● Hold current 501(c)(3) status, as determined by the U.S. Internal Revenue Service; and ● Acknowledge and agree to the application's required certifications regarding nondiscrimination and donation receipt and use 13
  14. 14. Eligibility Restrictions ● The following organizations are not eligible for Google for Nonprofits: ● Governmental entities and organizations ● Hospitals and health care organizations ● Schools, childcare centers, academic institutions, and universities (philanthropic arms of educational organizations are eligible) ● To learn more about Google's programs for educational institutions, visit Google in Education 14
  15. 15. Chris Middings Founder & President, NPG @NPGVT @cmiddings 15