Getting Started With Google Grants (and succeeding)

Did you know that as a non profit organisation you could be entitled to $10,000 worth of advertising spend per month to promote your non profit on Google? Google Grants is a powerful tool for non-profit organisations, providing you with free advertising credits to promote your charity’s initiatives online. However, to make the most of this opportunity, it’s crucial to structure your Google Grants account effectively. In this comprehensive guide, we’ll walk you through the process step by step, ensuring you maximize your grant’s potential and achieve your organisational goals.

What Is Google Grants?

Google Grants is a programme offered by Google that provides free advertising credits to eligible non-profit organisations. These credits can be used to display text ads on Google search result pages to promote the organisation’s mission, initiatives, and events.

Ad Grants are PPC ads that are shown on the Google search results page. Google Ad words (the paid version) and Google Ad Grants look the same. Here’s an example:

7 Steps to Google Grants Success

1. Develop your understanding

Before diving into the account structure, it’s essential to understand the basics of Google Grants. Google Grants is a part of Google programme that provides qualifying non-profits with up to $10,000 per month in free advertising credits to be used on Google Ads. These ads appear on Google search result pages, helping non-profits increase their online visibility and reach their target audience.

2. Register for an account

The first step in utilizing Google Grants is to create an account. You’ll need to register your non-profit organization with Google for Nonprofits. Scroll down to the section on Google Ad Grants and select Get Started. To create your Google Ad grants account you’ll need to complete an application form. You’ll need your charity number and registered charity address to hand. You’ll the nneed to wait for approval from Google Grants. This make take several weeks. Once approved, you can start setting up your Google Ads account.

3. Defining your goals

Before diving into the account structure, it’s crucial to define your goals. What do you want to achieve with your Google Grants account? Whether it’s increasing website traffic, raising awareness for your cause, or driving donations, clarifying your objectives will help guide your account structure and campaign strategies.

4. Structuring your account

A well-structured Google Grants account is key to success. Here’s how to organise it effectively:

a. Campaigns: Divide your campaigns based on your organisation’s key initiatives or objectives. For example, you might have separate campaigns for fundraising, volunteer recruitment, and awareness campaigns.

b. Ad Groups: Within each campaign, create ad groups that focus on specific themes or keywords related to your objectives. This allows you to create targeted ads that resonate with your audience.

c. Keywords: Choose relevant keywords that align with your organization’s mission and goals. Use Google’s Keyword Planner tool to research keywords with high search volume and low competition.

d. Ad Copy: Write compelling ad copy that encourages users to take action. Highlight the benefits of supporting your cause and include a strong call-to-action.

e. Landing Pages: Design landing pages that are tailored to each ad group. Ensure that the landing pages provide relevant information and make it easy for users to take the desired action, whether it’s donating, volunteering, or learning more about your organisation.

5. Optimise your campaigns

Once your account is set up, it’s time to optimise your campaigns for maximum effectiveness. Here are some tips for optimisation:

a. Monitor Performance: Regularly review your campaign performance metrics, such as click-through rate (CTR), conversion rate, and cost per conversion. Use this data to identify areas for improvement and make adjustments accordingly.

b. Experiment with Ad Copy: Test different ad copy variations to see which ones perform best. Experiment with different messaging, calls-to-action, and offers to find what resonates with your audience.

c. Refine Keywords: Continuously refine your list of keywords based on performance data. Remove underperforming keywords and add new ones to expand your reach.

d. A/B Testing: Conduct A/B tests to compare different elements of your ads and landing pages, such as headlines, images, and button colours. Use the results to optimise your campaigns for better results.

6. Compliance and policy guidelines

It’s important to adhere to Google’s advertising policies to maintain your Google Grants eligibility. Familiarize yourself with Google’s guidelines regarding ad content, landing page quality, and other requirements to ensure compliance.

7. Tracking and measuring success

Finally, track and measure the success of your Google Grants campaigns. Set up conversion tracking to monitor key actions, such as donations or volunteer sign-ups. Use tracking tools like GA4 to gain insights into user behaviour and optimise your campaigns accordingly.

Conclusion

Structuring your Google Grants account effectively is essential for maximizing your grant’s potential and achieving your organizational goals. By following the steps outlined in this guide, you can create a well-organized account that drives meaningful results for your non-profit organization. With the right strategy and ongoing optimization, you can unlock the full power of Google Grants and make a real impact in your community. As with any tool, the best way to learn is to start using it. But if you’d like additional support or guidance, please get in touch.