Google Grant Management Best Practices
If you didn’t already know this – Google provides nonprofits $10,000 per month to advertise their cause. This offers organizations the potential to not only reaching thousands of new visitors a month but also the opportunity to generate more donations.
In this article, I’ll provide some of the best practices you need to not maintain and keep your Grant account.
If you’re a nonprofit and don’t know already have a Google grant account, you learn more about eligibility here. Google offers these grants to over 200,000 nonprofits worldwide.
How to Qualify for a Google Grant Account?
In order to qualify for a Google Ad Grant, you must meet 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 are the know-how to set up and maintain these accounts. There are many nuances to Google 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 an ad. For example; you can’t use the word “donate” in your ads
- Your 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. The new best practices include;
- You can not use single keywords
- You must use at least 2 sitelinks per ad group
- You can’t use overly generic or broad keywords
- You must maintain at minimum a 5% click-through rate.
It’s beneficial to work with someone with Adwords grant management experience who understands the Google Ads 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 ad grant account contact me today! I offer reduced rates for nonprofits.