Example Questions and Concepts for Considering Google Grants in 2021-2022
Google Ad Grants programHave you run Ad Grants before?
What support are you looking for? What are you looking to achieve?
And over what timeline?
Geographic area? Who’s the target audience, and what action do you want them to take?
https://www.google.com/grants/
Have you been invited to access the account? https://support.google.com/grants/answer/1332176?hl=en&ref_topic=3531845
Smart Campaign allows you to bypass the 5% CTR limit and automated bidding allows you to bypass the $2 per KW limit. • All the ads in your account must link to the nonprofit URL that was approved in your application process.
https://www.wordstream.com/blog/ws/2013/12/18/google-grants-adwords-for-nonprofits • The ads you create cannot point to pages that are used to primarily send visitors to other websites.
* The ads you are promoting must reflect the mission of your nonprofit. You can advertise to sell products as long as 100% of the proceeds are going to support your program.
* Your ads also cannot be asking for donations in the form of large goods such as cars, boats or property donations. Keywords related to this activity are also not allowed.
https://www.wordstream.com/blog/ws/2013/12/18/google-grants-adwords-for-nonprofits
NO single keywords except for those on this list: https://support.google.com/grants/answer/7587473?hl=en
Navigating a potentially complex process and there are a large number of required steps to ensure an ad campaign performs to its fullest result generation. Conversion Tracking and Analytics auditing.
Media and Press Releases or Outreach limitations.
We don't allow press releases or press outreach upon your acceptance to the Ad Grants program, but you're welcome to mention your participation in the program on social media channels, newsletters, or on the in-kind donation page of your website, using the language provided on our Google Press page, seen below. You may not publish the Google Ad Grants logo on the in-kind donation page of your website. Violation of this policy can result in the suspension of your account. https://support.google.com/grants/answer/181607?hl=en&ref_topic=3500093
Google Ad Grants Program Policies https://support.google.com/grants/topic/3500093
https://support.google.com/grants/answer/1657899?hl=en&ref_topic=3500093
Strict Keywords Policies: https://support.google.com/grants/answer/9314402?hl=en&ref_topic=3500093
Ad Grants Policy Compliance Guide https://support.google.com/grants/answer/9314402?hl=en&ref_topic=3500093
Ad Structure Policies Important: At least 2 active ad groups per campaign
And 2 unique site link ad extensions
IF you are not exclusively using a Smart Campaign, you must maintain a 5% CTR at the account level. If you don’t meet the criteria for 2 months, your account gets deactivated. You also MUST Be using Conversion Tracking, and accrue at least 1 Conversion per month. https://support.google.com/grants/answer/117827?hl=en&ref_topic=3500093 Examples of meaningful conversion goals include donations, purchases, ticket sales, membership registrations, email sign-ups, volunteer sign-ups, new membership form completions, petitions signed, quizzes completed, information request submissions, calls to your organization, or engagement with content on your website. https://support.google.com/grants/answer/9314402?hl=en&ref_topic=3500093
All grantees must also complete an annual survey!
Commercial Activity can’t be the main purpose, but it is partially allowed https://support.google.com/grants/answer/9165968?hl=en&ref_topic=3500091 CTR Req
https://support.google.com/grants/answer/7651240?hl=en&ref_topic=3500125#zippy=
Certified Professional Agencies
Or do a search for
Ad Grants Certified Professionals
https://www.google.com/grants/get-help/certified-professional-agencies/ https://support.google.com/grants/answer/9069100?hl=en&ref_topic=3500091
Mission Based Campaigns https://support.google.com/grants/answer/4410314?hl=en&ref_topic=3500093
Additional FAQs about why an account may not be fully running https://support.google.com/grants/answer/9165968?hl=en&ref_topic=3500091
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COVID-19 Ad Grants Resources https://support.google.com/grants/answer/9888245?hl=en&ref_topic=3500125#zippy=%2Cunderstand-whether-users-are-completing-the-desired-actions-on-your-site
Types of goals a Nonprofit can drive https://support.google.com/grants/answer/9888245?hl=en&ref_topic=3500125#zippy=%2Cunderstand-whether-users-are-completing-the-desired-actions-on-your-site
Google For Nonprofit Account
https://www.google.com/nonprofits/offerings/youtube-nonprofit-program/
YouTube Nonprofit Program https://www.google.com/nonprofits/offerings/youtube-nonprofit-program/
Google Workspace for Nonprofits
https://www.google.com/nonprofits/offerings/workspace/
Includes custom email for your nonprofit
Requires for Google For Nonprofits https://support.google.com/nonprofits/answer/3215869?hl=en
What is your success metric
What does your goal or success or how do you quantify success with regards to your Google Ad Grants? Utilize Google Analytics
Check Mobile performance
Ad Grants Educational Livestreams (History)
https://support.google.com/grants/answer/7548855?hl=en&ref_topic=3500127
Important: Google Ad Grant Eligibility Requirements:
https://support.google.com/grants/topic/3500092?hl=en&ref_topic=3500091
Limitations on single word keywords
Ad Grants account do not compete with paid Google Ad accounts. Ad Grant Ads show below paid ads.
Activation Process https://support.google.com/grants/thread/50624710/new-google-ad-grants-activation-process?hl=en Once approved, your organization will be invited to access a new Google Ad Grants account
Broken links on the Google Ad Grants page
https://support.google.com/grants/thread/50624710/new-google-ad-grants-activation-process?hl=en https://support.google.com/grants/answer/9269571
What is the budget limit?
All Google Ad Grants accounts are limited to a monthly budget of $10,000 USD, which equates to a daily budget of $329 USD. You do NOT have to spend the full amount every month.
Even if you have multiple campaigns, the budget for the account is still $329 USD per day
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Keeping your ads and keywords relevant can improve your Quality Score, keeping costs down. Learn more about Quality Score and the effect of relevance on cost.
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What is the bid limit?
The recommended bidding approach is using Maximize conversion values if you're tracking a donation, purchase or membership fee on your site or Maximize conversions for all other goals. Target CPA and Target ROAS are also useful for more advanced strategies. These bidding approaches automatically set bids focused on your conversion goals and are not limited by the manual bid limit of $2.
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Important: There is an ad quality filter for Google Ad Grants accounts.
https://support.google.com/grants/answer/7404558?hl=en&ref_topic=3500127
Quality Score — can help keep costs down! —
You’ll get an Ad Grants customer ID 10-Digit Customer ID, Charity ID Number, Nonprofit Website URL
You can only use Search text ads
Can’t use them strictly for commercial or personal use.
If you intend to promote products or services, the sales/proceeds must directly support the nonprofit https://support.google.com/grants/topic/6225896?hl=en&ref_topic=3500126,3500123,3540513,
For Display Network you have to ensure you’re running the correct variations of ads
Conversion Tracking setup
(PayPal, Stripe, Shopify etc.) https://support.google.com/grants/topic/9297917?hl=en&ref_topic=3500125,3500123,3540513,
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AFP: What support do you make available for Ad Grants Grantees?
We offer a range of support options for our Grantees because successful online marketing takes commitment, and we want to help nonprofits achieve their goals online. A few support options to note:
YouTube Channel: We host educational webinars and videos on a variety of topics including how to raise ad quality or how to select keywords.
Certified Professionals Community: We recommend professionals who specialize in nonprofits and Ad Grants.
Nonprofit Marketing Immersion: Ad Grants partners with university professors and their students who are studying digital advertising to help nonprofits without charge as part of their hands-on learning.
Community Forum: We have an active online forum to answer questions and discuss recommendations. We post announcements there, such as conferences the Ad Grants team is attending or workshops we’re hosting.
Google Ads customer support line: Our Grantees can also leverage the Google Ads support line for help. The number is 1-866-2GOOGLE.
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Free Volunteer Help from volunteers certified in Google Ads - https://www.google.com/grants/get-help/nonprofit-marketing-immersion/
The following organizations are not eligible for Google Grants:
* Governmental entities and organizations
* Hospitals and medical groups
* Schools, childcare centers, academic institutions, and universities
More helpful strategies and tips from sites specializing in Google Ad Grants:
https://mediacause.com/75-tricks-to-optimize-your-google-ad-grant/
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https://nonprofitmegaphone.com/google-ad-grants-guide/#Getting_Started_with_the_Grant
Google Ad Grants: Free Advertising for Non-Profits
https://support.google.com/google-ads/answer/57772?hl=en https://www.nptechforgood.com/2020/05/18/the-ultimate-guide-to-the-google-ad-grant-2020-edition/
https://www.sumac.com/blog/nonprofit-marketing/get-the-most-out-of-google-ad-grants/
https://blog.rkdgroup.com/5-tips-to-squeeze-more-out-of-your-google-ad-grant-spend
https://wiredimpact.com/blog/google-ad-grant-help-6-maximize-account/