Navigate to ads.google.com and sign in with the email you used to sign up for Google for Nonprofits. You do not pay for Ad Grants campaigns. Location targeting allows you to show ads to people in a specified area. Your accounts will not compete with one another because Ad Grants ads are in a separate auction after paid ads. Yes, standard accounts are a great way to extend your impact and access additional features such as remarketing, image ads, and video ads. These text-based ads are displayed on Google.com search results pages.
There are a few Google hoops to jump through to qualify and maintain the charity PPC grant funding. Then explains the important steps required to overcome the problems, before requesting Google reactivate your charity PPC account. The program gives qualified organisations up to $10,000 (around £7400 – Sept 2025) free advertising spend per month.
PRIVACY POLICY
Your ads should showcase what makes your charity unique and include a strong call-to-action. After receiving pre-qualification approval, it's time to build your account. Once Google approves your Google for Nonprofits account, you'll need to complete a straightforward pre-qualification process. Before you apply, make sure your charity is based in a country where Goole Ad Grants is available, and that you meet all other eligibility requirements. To request a ‘Google for Nonprofits’ account, you must be a charitable organisation in good standing, and meet the full eligibility/pre-qualification requirements in your country.
- UK charities can access up to £7,400 per month in free Google Ads credit through the Google Ad Grants programme.
- Once you have decided that a term is irrelevant to your campaign, you can add that term as a negative keyword.
- Before choosing professional management, consider the true cost of internal management versus expert support.
- This money went towards providing emergency shelter, food and kits for those in need.
- After creating your account and optimising your campaign, it’s time to submit your account to Google for review.
What is Google Ad Grants?
This means competition for attention is higher, so using AI tools in your Ad Grants account is more important than ever. Google now shows AI-generated answers at the top of the page, which can push ads further down. You can use it to secure donations, raise awareness and recruit volunteers.
Low impression numbers might mean your keywords are too competitive, your bids are too low, or your sagaspins casino registration ads aren't relevant enough for Google to show them regularly. Maybe you call it "community outreach" but people search for "local help" – your search terms report reveals these insights so you can speak your supporters' language. The language people use when searching might be different from how you describe your work. Regularly updating your negative keyword list prevents budget waste and helps you maintain focus on supporters who can genuinely engage with your charity.
- Tracking the right metrics is essential for understanding whether your Google Ad Grants are actually helping you achieve your charity’s goals.
- You get exactly the same size of grant as Cancer Research UK does.
- For example, your income must exceed £5000, and satisfy the definition of a charity in the Charities Act, to register with the Charity Commission in England in Wales.
- The key is organising keywords into logical ad groups that match your content.
- And if you’ve been approved but aren’t seeing results, it might be time to revamp your strategy or seek expert support.
- The search term shows the actual searches your ads appeared for.
- If you’re not technically savvy and hard pressed for time, paying someone to do it for you might be best.
Without it is almost impossible to effectively optimise your charity PPC account. The is where the search term report is helpful for inspiration on negative keywords. A negative keyword is a word or phrase that allows you to block with searches will trigger your ads. Brand campaigns can have a massive CTR compared to other more standard campaigns. The search term shows the actual searches your ads appeared for.
Long-tail keywords are longer and more generic phrases that user is more likely to search when they are closer to a point-of-purchase. Then look at how campaigns can be further broken down. Structuring your PPC campaigns and ad groups by type makes your outreach more effective.
With time and data, you can then determine which ad has the best CTR. Click-through rate (CTR) is a metric that measures the number of clicks advertisers receive on their ads as a ratio of the number of impressions. Thinking of your service in this context can help give you ideas for keywords. Think of the WHAT, WHO & HOW that your charity offers. When pondering long-tail keywords answering questions should be your best friend. Match types can have a major impact on your account’s performance.
Introduction to the Google Ad Grants program
Your search terms report is like a window into your supporters' minds – it shows you exactly what people were thinking when they found your ads. Balance specific long-tail keywords with some broader terms to capture people at different stages of their search journey. Long-tail keywords are your secret weapon for attracting the right people at the right time. After creating your account and optimising your campaign, it’s time to submit your account to Google for review.
Action negative keywords
The application process is notoriously challenging, with many organisations facing rejection or delays. Consider assigning this responsibility to a specific team member or volunteer who can dedicate a few hours monthly to monitoring performance and making necessary adjustments. Set a monthly calendar reminder to avoid this costly oversight. Securing your Google Ad Grants is just the beginning – maintaining compliance is what keeps your £95,000 annual budget flowing. If someone searches for "donate to animal shelter" and clicks your ad, they should land on a donation page – not your general homepage.
How Difficult Are Google Ads To Set Up And Run
This means you can tailor your use of Ad Grants to reach whatever matters most to you, be that awareness, donations or sign-ups. With Google dominating the search engine market share, averaging 86-96% worldwide1, implementing Google Ads can lead to increased website traffic to your key webpages. Charities are given a free marketing budget to attract new audiences and drive them to their websites.
Additional Resources for Google Ad Grants
The Access team are brilliant at structuring campaigns, refreshing ads, and advising on changes in the landscape. Even if you already have an approved grant, effective campaign management requires ongoing specialist attention. Even with comprehensive guides available, the process requires technical knowledge, attention to detail, and understanding of Google's specific requirements that can take months to master.
With a Google Ad Grants account, you create ads to show on Google Search. Many charities find that professional management actually increases their overall efficiency while delivering significantly better results. Professional managers translate complex Google Ads data into clear, actionable insights that show exactly how your grant is supporting your charity's goals. This expertise can be the difference between securing your grant in weeks rather than struggling for months. Experienced Ad Grants specialists have successfully navigated this process for hundreds of charities. However, Google Ad Grants specialists bring dedicated expertise that most charity teams simply don't have time to develop internally.
If you’re not registered with them yet then it’s easy to set up an account. If your organisation meets those requirements then please move onto step two. Failure to comply with any of these terms will result in the automatic suspension of your account. Targeting keywords or using destination URLs that promote hatred, intolerance, discrimination, or violence is strictly prohibited.