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 Google.com: -Reach donors, volunteers, and constituents -Raise awareness -Track online donations, newsletter sign-ups, and volunteer registrations -Promote your organization's website

1. Chris Middings
Founder & President, NPG
@NPGVT
@cmiddings
1

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. 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 Google.com
3

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. About Google Grants
● Google Grantees receive a grant for
free AdWords advertising on
Google.com
● Grantees build and manage their own
AdWords accounts just like paying
advertisers
5

6. 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
6

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 Google.com
● Only text ads
● Run for as long as the organization remains actively
engaged with their Grants AdWords account
7

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. 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. 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. 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. 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. 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. 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. Chris Middings
Founder & President, NPG
@NPGVT
@cmiddings
15