Google offers up to $10K per month for non profits and charities - learn how to take advantage of this to promote your cause.

1. Google Ads for Non Profits
November 14, 2019
Presented by Darlene Moore

2. Agenda
• What is the Google Ad Grant — and why it
matters
• How to apply for the Ad Grant
• How to set up a successful Google Ads account
from scratch
• Key policy requirements and tips for account
management
• What to do if your account is suspended
• Strategies for optimizing performance over time

3. What is the Google Ad Grant
▪ Ad Grants provides access to $10,000
USD per month of in-kind advertising.
▪ Use the money to:
▪ attract donors
▪ raise awareness for your organization
▪ recruit volunteers

4. Who is Eligible
Yes
• Tax exempt non-profit organizations operating on a nonprofit basis
for the public benefit
• Canadian Registered Charities
• Canadian Federal Nonprofits
• Canadian Provincial Nonprofits
No
• Governmental entity or organization
• Hospital or healthcare organization
• School, academic institution, or university (Google for Education
offers a separate program for schools)
Search CRA for eligibility

5. How to Apply
1. Register your organization with TechSoup (techsoupcanada.ca)
Choose the email address strategically as it will be the
login for Google Ads – consider googleads@org.ca rather
than an employee’s email address
2. Provide proof of eligibility (in Ontario it would be Letters Patent or
Stamped application for incorporation under the Corporations Act)
3. Validation takes 7-10 business days
If you are already a member of TechSoup, you can login and get your
verification token in order to apply.

6. Getting Started
• As part of the application process you will create a Google
Account
• Use that account to create your Google Ads account
• Choose your billing country
• Select your timezone
• Under currency, select US Dollars even though you typically
use Canadian Dollars
• Click Submit
• In the top-right corner of your account, take note of your
customer ID. Your Google Ads customer ID is in the format of
xxx-xxx-xxxx.

7. Mandatory Actions
• Take pre-qualification survey
• Watch Ad Grants training video (5 minutes)
• Take the quiz
• Submit your account for pre-qualification review
by:
1. signing into Google for Non Profits
2. Click Activate under Google Ad Grants.
3. Under "Part 1: Pre-qualification," enter your
customer ID from the top-right corner of your
Google Ads account
4. Click Submit.

8. Smart vs Expert Campaigns
Somewhere along the line you will be provided
with the option to select smart campaigns for
“quick and easy set-up, minimal ongoing
management, and automated performance
insights. You'll save time and your account will
not be subject to Ad Grants’ performance and
conversion tracking requirements.”
I do not recommend this as you will have less control over
your account compared to expert mode.

9. Account Setup – Conversions
Set up conversion tracking (mandatory with non
smart campaigns)
• Examples of conversions include: donations (if
executed on your domain), purchases, clicked
a phone number, clicked an email address,
completed a form, signed up for your
newsletter, or downloaded your app.
Minimum 1 conversion per month required so if you have
multiple conversions, you will meet that criteria.

10. Campaign Creation Tips
• There are multiple types of campaigns; only
Search campaigns can be used with the grant
• Select the type of results you hope to achieve
from this campaign:
– Website visits
– Phone calls
– App downloads
• Under Networks, select the option “Include
Google search partners and Include Google
Display Network”.

11. Campaign Geography
• If you primarily serve your local community, your
ads should be shown only in your city or local
area.
• If you have different services locally and
nationally, separate campaigns by geographic
area.
• Use separate campaigns for each language
• Under "Budget," enter 329 USD or less. You'll
have 329 USD per day to use across all of your
campaigns.

12. Sitelinks
• Sitelinks take people to specific pages on your
site (not your homepage), such as your
calendar of events, one of several programs,
or your donate page.
• You will need to use at least 2 unique text
sitelinks

13. Callouts
• While not mandatory, callout extensions are
an extra line of ad text, broken up into short,
25 character snippets of text.
• This extension highlights unique aspects of
your organization or services.
• Add callout extensions to your campaign to
show more detailed information about your
organization, mission, and services.

14. Adgroups and Keywords
• An ad group shows the same ads for a closely
related set of keywords.
– At least 2 ad groups are required
– Each ad group must contain a minimum of two active
text ads
– The keywords you choose must have a quality score
greater than 2
– Keywords must be greater than one word in length
(excluding your own branded words, recognized
medical conditions, acronyms, and a small number of
exception keywords)

15. Performance
• You must maintain a 5% Click Through Rate
(CTR) monthly.
• Any keywords that do not comply will be
paused automatically

16. Resources
• Step by Step
• Compliance Guide
• Request reinstatement
• You may switch to AdWords Express (Smart
Campaigns) to automatically manage your
account if all of this becomes overwhelming
• Improve CTR
• Help Database
• Community Help

17. Other Products Available
• G Suite for Nonprofits
– Gmail, Google Documents, Spreadsheets, Calendar,
Presentations, Forms/Surveys, Calendar, Chat, Drive and Sites.
• YouTube Nonprofit Program
– Engage your supporters using storytelling with video
• Google Earth and Maps
– use Google Maps Platform to help people locate community
programs and resources closest to them.

18. Non Profit Clients
• RTO (Retired Teachers of Ontario)
• Accreditation Canada
• Health Standards Organization
• Ottawa Counselling Centre

19. How DriveTraffic Can Help
• Outsource your entire Google Ads
management
• Do the Google Dance – set up your conversion
tracking
• Balance a paid Google Ads account with your
non profit account and SEO

20. www.drivetraffic.ca
/darlene
/drivetrafficdigitalmarketing
@drivetraffic
darlene@drivetraffic.ca
Contact Darlene at DriveTraffic