This document provides information about Google Ad Grants and how to apply for one. It outlines a 4 step process: 1) Joining the Google for Nonprofits program, 2) Enrolling in Google Ad Grants, 3) Creating an AdWords account, and 4) Applying the AdWords account number to the Google Ad Grant application. It describes the eligibility requirements, restrictions, and active engagement needed to maintain the Google Ad Grant. The grant provides $10,000 per month in free AdWords advertising to promote a nonprofit's mission.

1. Chris Middings
Founder & President, NPG
cmiddings@gmail.com
1

2. About NPG
 NPG specializes in creating and
administering Google Ad Grants
accounts for nonprofits
 NPG creates customized search engine
and social media marketing solutions to
amplify nonprofits' missions, visions,
and goals
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3. Google Was Designed by
Engineers
 So it’s Confusing
3

4. Google Was Designed by
Engineers
 So it’s Confusing
4

5. Google for Nonprofits
Program
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6. Google for Nonprofits
Products
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7. Google for Nonprofits
Products
 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
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8. Google for Nonprofits
Products
One Today
­
A mobile app that helps you
fundraise

9. Google for Nonprofits
Products
Google Ad Grants

10. Google Was Designed by
Engineers
 So it’s Confusing
10

11. What is Google Ad 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 Google.com
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12. About Google Ad Grants
 Google Ad Grantees receive a grant for
free AdWords advertising on
Google.com
 Grantees build and manage their own
AdWords accounts just like paying
advertisers
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13. Paid Search
Paid Search
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14. Why Google Ad Grants?
 Reach and engage your supporters through
online advertising with AdWords
 With Google Ad Grants, you can:
− 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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15. Google Was Designed by
Engineers
 So it’s Confusing
15

16. What is Google AdWords?
 You create ads and choose keywords (words or
phrases related to your organization)
 When people search on Google.com 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
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17. 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
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18. 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
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19. Applying for a Google Ad Grant
Step 1
 Getting a Google Ad Grant is a 4 Step
Process:
1)Join Google for Nonprofits Program
2) Enroll in Google Ad Grants
3) Create an AdWords Account
4) Apply your AdWords Account number to your
Google Ad Grant
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20. Google for Nonprofits
To Join Google Ad Grants, you first
have to sign up for Google for
Nonprofits

21. Step 1: Join Google for
Nonprofits Program
Create a Google Account
http://www.google.com/nonprofits/

22. Step 1: Join Google for
Nonprofits Program

23. Step 1: Join Google for
Nonprofits Program

24. Step 1: Join Google for
Nonprofits Program

25. Step 1: Join Google for
Nonprofits Program

26. Step 1: Join Google for
Nonprofits Program

27. Step 1: Join Google for
Nonprofits Program

28. Step 1: Join Google for
Nonprofits Program

29. Applying for a Google Ad Grant
Step 2
 Getting a Google Ad Grant is a 4 Step
Process:
1) Join Google for Nonprofits Program
2)Enroll in Google Ad Grants
3) Create an AdWords Account
4) Apply your AdWords Account number to your
Google Ad Grant
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30. Google Was Designed by
Engineers
 So it’s Confusing
30

31. Step 2:
Enroll in Google Ad Grants
 Once approved, click on Product enrollments:
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32. Step 2:
Enroll in Google Ad Grants
 Click on Google Ad Grants:
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33. Step 2:
Enroll in Google Ad Grants
 This part is very confusing – it does not take 2-4 hours to create
your Google Ad Grants account
− The 2-4 hours Google is referring to comes later, when you
build your AdWords account (NPG can help!)
− The step you are taking right now only takes a few minutes
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34. Step 2:
Enroll in Google Ad Grants
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35. Step 2:
Enroll in Google Ad Grants
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36. Google for Nonprofits
Programs
To Join Google Ad Grants, you first
have to sign up for Google AdWords

37. Applying for a Google Ad Grant
Step 3
 Getting a Google Ad Grant is a 4 Step
Process:
1) Join Google for Nonprofits Program
2) Enroll in Google Ad Grants
3)Create an AdWords Account
4) Apply your AdWords Account number to your
Google Ad Grant
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38. Step 3:
Create an AdWords Account
 Open a new browser window
− http://adwords.google.com/um/Signup/Home
− Choose Country, Time Zone, and Currency (USD only)
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39. Step 3:
Create an AdWords Account
 Now your AdWords account has been
created
− Sign in to your AdWords account:
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40. Step 3:
Create an AdWords Account
 Create at least one campaign with keywords
and at least one ad:
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41. Step 3:
Create an AdWords Account
 Create at least one campaign with keywords
and at least one ad:
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42. Step 3:
Create an AdWords Account
 Copy your account number:
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43. Applying for a Google Ad Grant
Step 4
 Getting a Google Ad Grant is a 4 Step
Process:
1) Join Google for Nonprofits Program
2) Enroll in Google Ad Grants
3) Create an AdWords Account
4)Apply your AdWords Account
number to your Google Ad Grant
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44. Step 4: Apply your AdWords
Account number to your Google
Ad Grant
 Go back to your Google Ad Grant application,
check the boxes, and paste in your AdWords
account number
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45. Step 4: Apply your AdWords
Account number to your Google
Ad Grant
 Describe how your organization will use
AdWords
 Click Enroll:
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46. Step 4: Apply your AdWords
Account number to your Google
Ad Grant
 Your Status will now be “Received”
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47. Step 4: Apply your AdWords
Account number to your Google
Ad Grant
 It takes Google up to 60 days to approve
− NPG clients have reported back approval in as little as 2
days, but that is not typical
− Once Approved, you'll receive an email, and your status will
change to Approved:
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48. Applying for a Google Ad Grant
 Once approved, please contact NPG
− We'll help you set up your AdWords account and start
driving paid (but free!) traffic to your website
 Most nonprofits see paid traffic become the #1 source
of traffic to their website
 Unlike organic search, you pick which keywords lead to
which landing pages
−
−
−
−
−
Donations
Volunteers
Education
Newsletter Sign-ups
Any other goal!
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49. Applying for a Google Ad Grant
 A Warning
− If you decide to set up your AdWords account yourself,
don't ever put in your credit card information
 You'll be prompted to do this every time you create a
campaign
 If you make this mistake, your account will switch to paid and
can't go back to being free
 If you find yourself in this situation, please contact us
− While we can't change your account back, we can export your
account and import it into a new, free account so you can get
restarted
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50. AdWords Restrictions
 Daily budget of $330 ($10,000 per month)
− If you exceed $330/day, you will not be charged
− Your ads just stop showing up





Maximum cost-per-click of $2.00
Only keyword-targeted campaigns
Only appear on Google.com
Only text ads
Run for as long as the organization remains actively
engaged with their Grants AdWords account
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51. Google Ad 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
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52. 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
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53. 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
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54. Example of an
Approved Store Page
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55. 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
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56. Chris Middings
Founder & President, NPG
cmiddings@gmail.com
56