Google Grant Management Best Practices
If you didn’t already know this – Google provide nonprofits $10,000 per month to advertise their cause. This offers organizations the potential at not only reaching thousands of new visitors a month, but also the opportunity to generate more donations.
In this article I’ll provide some the best practices you need to not maintain and keep your Grant account.
If you’re a nonprofit and don’t know already have an Google grant account, you learn more about eligibility here. Google offers these grants to over 200,000 nonprofits world wide.
How to Qualify for a Google Grant Account?
In order to qualify for an Adwords grant you must met the following criteria based on your country. In the United States your organization must:
- Be a tax exempt 501(c)(3) organization
- Be registered with Techsoup
- If your organization is automatically tax exempt such as a church. You are still required to have 501(c)(3) tax exemption from the IRS to qualify for the Google for Nonprofits program.
The great thing about Google grants is that you can use the money to …
- Recruit volunteers
- Collect donations
- Build brand awareness
- Spread the word about your cause
How to Manage A Google Grant Account?
Some of the challenges that nonprofits run into is the know-how to set up and maintain these accounts. There are many nuances to Adwords grant accounts that don’t apply to regular accounts. Those being…
- Limits on how much you can spend per click – currently at $2
- Which words you can use in ad. For example; you can’t use the word “donate” in your ads
- You account needs to be maintained. If you don’t make any changes to the account every 90 days you could lose your grant account with Google.
Google has recently updated some of the conditions in order to keep your account active.
- You can not use single keywords
- You must use at least 2 sitelinks per adgorup
- You can’t use overly generic or broad keywords
- Your must maintain at minimum a 5% click through rate.
It’s beneficial to work with someone with Adwords grant management experience who understands the Adwords platform and the restrictions around it. This can help optimize and maximize your campaign to get the most out of the grant money.
If you need help managing your Google grant account contact me today! I offer reduced rates for nonprofits.