Google Ad Grant Application, Set-Up & Management for Charities
The Google Ad Grant scheme offers free search advertising on the Google AdWords platform to qualifying charities and non-profits. Google Ad Grant for charities runs off the same AdWords pay-per-click platform that millions of businesses spend billions of pounds on yearly, worldwide.
The Ad Grants scheme represents an excellent opportunity to generate additional traffic to your charity’s site at no additional cost.
Passion have found that a lot of charities are allocating funds to digital advertising, but are unaware that the Google Ad Grant scheme offers a grant to advertise online.
Restrictions and Limitations
The Google Ad Grant account does have certain restrictions; as well as being required to hold current and valid charity status as determined by the country in which you’re registered, the following limitations also apply:
- Equivalent budget cap of $10,000 / £6,300 per month.
- The maximum cost per click is $2.00.
- You can only run keyword targeted campaigns.
- You can only appear in the Google search results.
- You can only run text adverts.
With these restrictions in mind, we advise many of our charity clients to run a paid AdWords account alongside their grant account to compliment it. You can stop paying for the clicks the Ad Grant account will get you for free, whilst still appearing top of the results for those more expensive terms that the grant won’t quite cover; a marketing strategy which has proven a strong ROI for past charity clients.
Existing Google Ad Grant users may be able to promote multiple domains through the same account, offering a real marketing boost for non-profits. Those organisations which have multiple websites beneath a single umbrella brand no longer have to fund the advertising for additional domains from their own resources, freeing up budget which can be allocated elsewhere.
Passion Digital have applied for Google Ad Grants on behalf of more than 100 charities and to date we have had a 100% success rate. For over 20 charities and non-profits we have gone on to successfully manage Ad Grant and Adwords accounts.
We are able to manage the entire process on your behalf, from auditing your existing account (if applicable) to Grant application and on-going account optimisation, with a goal of applying for a GrantsPro account in future.