Google Ad Grants for Nonprofits. Free advertising and how to get it
3 min read
Index:
1º What is Google Ad Grants?
2º Advantages
3rd Tips
4º How to apply
5º Conclusion
Google, through its advertising platform, Google Ads, allows advertisers to display their ads on Google search results, partner websites, YouTube and other digital platforms. Google Ads offers a wide variety of options to create and optimize advertising campaigns according to each advertiser's objectives, audience and budget.
But, did you know that Google Ads can also be a very useful tool for non-profit associations having the opportunity to advertise 100% free? In this article, we explain how Google Ads can benefit organizations seeking to generate a positive social impact.
What is the Google Ad Grants program?
The Google Ad Grants program is a Google initiative that offers non-profit organizations the possibility of accessing a monthly credit of up to $10,000 to create and manage Google Ads campaigns at no cost. The goal of the program is to help organizations spread the word about their mission, increase their visibility, attract donors, recruit volunteers and promote their actions.
To be eligible for the Google Ad Grants program, non-profit associations must meet a number of requirements, such as being registered and having a recognized legal status in the country where they operate, having an active and quality website, and agreeing to Google's policies and conditions.
In addition, organizations must create and maintain their Google Ads campaigns following specific guidelines, such as using only the search campaign type, having a minimum level of clicks and conversions, and not exceeding the $2 per click limit.
What are the advantages of using Google Ads for non-profit associations?
Using Google Ads for non-profit associations can have multiple advantages, such as the following:
Reach and relevance: Google Ads enables nonprofits to reach millions of users searching for information related to their cause, industry or geographic area. By showing their ads at the right times and in the right places, organizations can increase their visibility, credibility and interest among their target audience.
Targeting and personalization: Google Ads offers a wide variety of options for targeting and personalizing advertising campaigns according to users' characteristics, preferences and behaviors. Thus, non-profit associations can tailor their messages, offers and calls to action to the needs and expectations of each user group, and improve their effectiveness and ROI.
Measurement and optimization: Google Ads makes it easy to track and analyze the performance of advertising campaigns, thanks to tools such as Google Analytics, Google Tag Manager or Google Data Studio. These tools allow non-profit associations to measure the impact of their ads in terms of traffic, conversions, donations, registrations, etc., and to obtain valuable information to optimize their strategies, budgets and results.
Innovation and creativity: Google Ads also offers the opportunity to experiment with innovative and creative formats, content and techniques to capture the attention and interest of users. For example, non-profit associations can use video ads, display ads, ad extensions, dynamic ads, dynamic ads, display ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads, dynamic ads.
smart, etc., to differentiate themselves from the competition and generate a greater emotional connection with their audience.
What are some tips to keep in mind when using Google Ads for nonprofits?
To maximize the potential of Google Ads for non-profit associations, it is important to keep in mind a number of tips, such as the following:
Define objectives and metrics: Before creating and launching a Google Ads campaign, it is essential to define the objectives you want to achieve with it, and the metrics that will be used to measure its success. The objectives can be of different types, such as generating awareness, educating, informing, persuading, mobilizing, etc., and the metrics can be of different levels, such as impressions, clicks, visits, conversions, donations, etc. Establishing objectives and metrics helps to design and execute campaigns more efficiently and effectively.
Research keywords and competition: Another key aspect to create and manage a Google Ads campaign is to research keywords and competition. Keywords are the terms that users use to search for information on Google, and that determine the appearance of ads. The competition are the other advertisers that also bid on those keywords, and that influence the cost and position of the ads. Researching keywords and competition helps to select the most appropriate keywords for each campaign, and to optimize bids and budgets.
Create attractive and relevant ads: Once the keywords have been selected, it's time to create the ads that will be shown to users. The ads must be attractive and relevant, that is, they must attract attention and offer a solution or benefit to the user. To do this, it is important to use clear, concise and compelling titles and descriptions, including keywords, a differential value and a call to action. It is also advisable to use ad extensions, such as site links, structured snippets, callouts, locations, etc., to add more information and options to the ads.
Optimize the landing page: The landing page is the web page to which the user is directed when clicking on an ad. The landing page should be optimized to provide a good user experience, and to facilitate the achievement of the campaign objective. To do this, it is important that the landing page is consistent with the ad, has a clear and attractive design, loads fast, is responsive, has quality content, has a simple and secure form, has a visible and accessible donation button, etc.
Analyze and improve campaigns: Last but not least, it is essential to analyze and improve Google Ads campaigns on an ongoing basis. To do so, it is necessary to use the measurement and analysis tools offered by Google Ads, such as Google Analytics, Google Tag Manager or Google Data Studio, to obtain data and reports on campaign performance, and to identify strengths, weaknesses, opportunities and threats.
With this information, decisions can be made to optimize campaigns, such as adjusting bids, keywords, ads, landing pages, etc., and to improve results.
How to apply for Ad Grants to get the 10 thousand $USD monthly bonus with Google Ads
2º Inside you must log in and fill out the Organization's verification request.
REMINDER:
Your organization must be legally registered in one of the national institutions or registry, either autonomous or national.
You may be asked to provide a certificate of incorporation of the NGO.
They will ask you to explain your mission as an NGO, my advice is to emphasize that it is NON-PROFIT.
3º Once you have sent the request for approval of the organization you will receive a response within 1 - 7 days. If your application is denied, you can resubmit it as many times as you wish.
4º If you are approved, you will be given access to the Organizations panel, where you can apply for the Google Ads Grants program.
Sign in to Google Ad Grants - Panel
5º They will ask you to accept the conditions and send them the link to the ngo's website.
6º Once the request has been sent, you will receive a response within 48 hours approving or denying you access to Google Ads.
7º If your application is approved, you will be sent an email where you can access your account and start the ads.
8º You have at your disposal 10 Thousand dorals per month forever and 100% free.
Can I be denied access to the Google Ads Grants program?
Yes, this is normal. Only a few organizations allow you to advertise for free with this program, since your website must meet certain requirements that are not well explained in the policies of the program, but we know how to do it to get approved.
Can I use Ad Grants to advertise for free even if it is for financial gain?
Although I do not recommend it since you can risk losing your free Google Ads account, there are NGOs that use the ads to sell for profit, where they "camouflage a little" the website after the program is approved.
Conclusion
Google Ads is an online advertising platform that can benefit non-profit associations in many ways, such as increasing their reach and relevance, segmenting and customizing their campaigns, measuring and optimizing their performance, and innovating and creating their ads. This requires access to the Google Ad Grants program, which offers a monthly credit of up to $10,000 to create and manage Google Ads campaigns at no cost.
In addition, it is important to follow a series of tips, such as defining objectives and metrics, researching keywords and competition, creating attractive and relevant ads, optimizing the landing page, and analyzing and improving campaigns.
If you want to know more about how Google Ads can benefit non-profit associations, or if you need help to create and manage your campaigns, you can contact us. We are experts in digital marketing, and we can help you achieve your goals with Google Ads. We look forward to hearing from you!
Remember that we work with Organizations managing their Google Ads campaigns to achieve their non-profit advertising goals. If you need us to help you manage the application, do not hesitate to contact us.
See you next time!
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