What Is A Google Grant?
Google provides $10,000/mo in free ad credit to nonprofits.
To start, Google Adwords is the advertising platform for Google that provides businesses and nonprofits the chance to advertise their business when users perform a search looking for their product, program, service, or anything else they offer. A Google Adwords ad appears on the top or to the right of a Google search result, like shown below.
This advertising platform can be pretty expensive and has resulted in most nonprofits staying away, but that was until Google created Google Grants, the nonprofits edition of Adwords (also known as PPC or pay per click). Google Grants provides nonprofits with $10,000 per month in FREE Adwords advertising credit. That's right. $10,000 PER MONTH in free Adwords credit.
How do you secure a Google Grant?
To obtain a Google Grant is no easy task. According to Google, it can take anywhere from 4 to 6 hours to finish the application process and even then, there is no guarantee that you will be accepted. If you're rejected several times you'll be asked to reapply in the near future (usually a few months). In the application you’ll need to write how you will use the grant and create an example ad for Google to approve. I don't usually like to throw in our services, but this is extremely crucial for every nonprofit. Here at Elevate Clicks, we 100% guarantee that we will secure a Google Grant for your nonprofit or your money back.
How can Google Grants help your nonprofit?
All nonprofits want to promote their mission, vision, and programs in the hope of generating donations and support. Nonprofits will turn to creating a website (nonprofit online strategy) to showcase their programs and the work they have done. They hope that by having a website it will generate donations, but having a website alone is not an online strategy for receiving donations. How you promote your website is and this is where Google Grants comes in. For any nonprofit that believes that a Google Grant will not help them, unfortunately they are just not understanding the program or simply do not see the value in $10K per month in free Adwords credit.
So how does google grants work exactly?
When searching on Google there are two types of results: organic and paid. Organic search results are randomly selects to be listed by Google below the ads. As the example shown below (picture), these results are the ones listed below the gray line. Paid search results are the ones usually listed above the organic search results. As the example shown below, ads can be recognized with the yellow box with the word “Ad” in it. They usually appear on the top or to the right of the Google search page (we have all pretty much seem them).
Paid search is exactly what Google Grants is for. You pick search terms (keywords) you would like your ads to appear by on page one, such as “How to help build a well in Africa” (just how the example shows below). Every keyword has a price per click. This price can be as little as $1 to as high as $50 per click. Remember that with Google Grants you have a $2 keyword restriction, meaning that if a keyword is more than $2, your ad will more than likely rarely appear. Once your ad goes live users can click on your ad and be taken back to your website to learn more about your nonprofit.
How is the $10,000 Google Grant used?
So every single month (as long as Google remains in business and you remain in the program) you will receive $10,000 to your Adwords account. But let's say in one of those months you spend 6 out of 10 thousand dollars, you will not receive a $4,000 check for the amount you don't use, nor does that amount carry over to the next month. It's pretty simple - use it or lose it.
When your ad is live you're never charged for it being "live". You are only charged if a user clicks on your ad. That charge will approximately be $2 per click (this is a pay per click program). And when we say "charged", we mean the $2 will be deducted from your $10,000. So in theory you could receive 5,000 clicks per month (5,000 clicks X $2 = $10,000).
Once your $10,000 budget is completely used your ads will stop showing. Even if you go over $100 over your budget you will never be billed for the amount you went over (we promise). Google will actually cap your account at $10K, so it's pretty hard to go over even if you wanted to.
What are the eligibility requirements?
1) Organization must be a 501(c)(3)
2) Organization must have a website
3) Organization must be in the United States or eligible country
4) Organization may not be a governmental entities and organizations, hospitals, medical groups, schools, childcare centers, academic institutions and universities (philanthropic arms of educational organizations are eligible).
How to maintain eligibility in the program.
1) Your ads must only link to the ONE nonprofit website domain that was approved in the application.
2) Your account is subject to automatic pausing or cancellation without notification should you fail to properly optimize your account. You want to maintain at least a 1% click through rate (1% of people who saw your ad, have clicked your ad).
3) Your ads must reflect the mission of the approved nonprofit organization and your keywords must be relevant to the nonprofit’s programs and services.
4) Strictly commercial advertising is not allowed through this program. If you intend to promote products or services, 100% of the sales and/or proceeds must support your program.
5) Your Google ads cannot link to pages that are primarily links to other websites.
6) Ads offering financial products (such as mortgages or credit cards) or those requesting car, boat or property donations and related keywords are not allowed.
Should you manage the Google Grant on your own?
Google Grants is considered the biggest missed marketing opportunity for nonprofits. There's over 2 million nonprofits in the U.S., yet only around 10,000 are enrolled in the Google Grants program. However, it doesn't get much easier for those nonprofits currently using Google Grants. Did you know the average nonprofit will only use $300-$450 per month from their monthly $10,000? That's crazy, yet most nonprofits don't seek out help.
We consistently talk to nonprofits and hear "It doesn't seem that hard, we can create a simple ad". Very true. Creating an ad text and generating a "click" isn't hard. What's hard and what almost every single nonprofit struggles with is creating a high-performing ad (much different then your standard ad) and creating a strategy on what happens after the "click". If the user is not subscribing to your e-newsletter, becoming a volunteer, donating, etc. (this is known as a conversion), then the "clicks" to your website mean absolutely nothing. You want to track conversions, not clicks. And without the proper strategy on what happens after the "click", you will end up hating Google Grants.
Do we believe you should manage the Google Grant on your own? Absolutely not. Again, I really don't like throwing in our services, but our pricing for Google Grant management starts lower than $150 per month! For that price we'll create the high performing ads, generate the keywords, send you performance reports, and provide your nonprofit with the right strategy on what happens after the "click". Remember that marketing is not an expense, it's an investment.