What is it?
Google Ad Grants is the non-profit edition of AdWords, Google’s online advertising tool. It gives non-profit organisations the opportunity to advertise on Google AdWords for free.
This program gives qualified organisations $10,000 (€8,924) per month in AdWords spend to be used to promote their missions and initiatives on Google search result pages. To qualify, companies must go through the application process, and to keep the grant they must follow the program details.
How will it benefit our Organisation?
Availing of the Google Ad Grant can serve to expand a non-profits online presence and promote it through Google search results. It also enabled non-profits to create a customised marketing strategy to help it achieve its goals in the following ways:
• Reach donors, volunteers, and consumers when they’re searching on Google
• Raise awareness by choosing relevant keywords and creating unique ads to highlight your work
• Track online donations, newsletter sign-ups, and volunteer registrations
• Promote an organisation’s website on Google with in-kind AdWords advertising
Are there limitations?
Ad Grantees build and manage their own AdWords accounts similar to paying advertisers, but participate with the following restrictions:
• A daily budget set to $329 USD (€213), which is equivalent to about $10,000 (€8,924) per month
• A maximum cost-per-click (CPC) limit of $2.00 USD (€1.79)
• Only run keyword-targeted campaigns
• Only appear on Google search result pages
• Only run text ads
What kind of advertisement can be run?
Google Ad Grantees may only promote mission-based ads and keywords in their AdWords account:
Acceptable Ad:
Shop and Fight Cancer
Our Pink Ribbon Collection has
Unique Gifts for a Great Cause.
www.yourcharity.org
Keywords:
Shop for cancer
Shop for breast cancer
Cancer store
Cancer merchandise
Not Acceptable Ad:
Buy Gifts Online
Clothing, Books, Music & More
Save Time and Money Now!
www.yourcharity.org
Keywords:
Buy clothing
Online clothing store
Online shoe store
Shop mp3s
Who’s eligible?
In order to avail of Google Ad Grants Programme, a nonprofit must:
• Hold current and valid charity status. For more information on charitable status read our blog on Update on Charities Act 2009 which outlines how to apply for charitable status.
• Acknowledge and agree to the application’s required certifications regarding non-discrimination and donation receipt and use.
• Have a functioning website with substantial content
Please note that the following organisations are not eligible for Google Ad Grants:
• Governmental entities and organisations
• Hospitals and medical groups
• Schools, childcare centres, academic institutions and universities (philanthropic arms of educational organizations are eligible).
Please note, Google does have a similar program for educational institutions.
How do we apply?
1. Visit the Google for non-profits website and click ‘Apply to Google for NonProfits’
2. On the Membership Application page you will be asked to Enter your TechSoup validation Token. If you are registered with Enclude IT you will have received a token code which can to be entered here.
3. If you are registered and haven’t received a Token code proceed as follows:
• Visit the TechSoup Global website
• Enter your EncludeIT username and password
• Verify the information and click ‘I agree, continue’.
• You will now see your TechSoup validation Token.
• Copy and paste this into the Google Membership Applications.
4. If you are not registered, proceed as follows:
• Complete the Google Adwords
• Send Enclude a copy of your organisation’s
– tax exemption letter confirming your Charity number,
– page(s) of your Memorandum and Articles of Association stating your “Object”,
– a letter of authorisation on headed paper from an officer or trustee (it should include confirmation of the organisations registered email address).
• Once Enclude have received your documentation, they will confirm your organisation’s eligibility status within 5 working days of receipt.
• When eligibility status is granted go to point 3 above to receive your TechSoup Token Code for Google Non-Profits
5. After entering your Token Code complete form and proceed to Membership Applications Organisations Information. Here you will be asked for your organisation mission statement and contact details. Once completed click ‘Submit Application’
6. Now you have completed the application process you can register for a google adwords account.
7. Click Google AdGrants which will bring you to the Google Ads Grant Enrolment Page.
8. You will need to have an Adwords account set up for this stage. To do this visit Google Adwords to set up the account. See this guide for information on how to create an account. The application will be submitted to Google and can take up to 2-3 days for completion.
9. During the set up process you will be prompted to enter basic information about the account including currency, billing and time zone. Please take note of the following information:
• Choose USD as your currency regardless of your country
• Do not submit billing or payment information
– skip this section in your account set up and ignore any messages asking you to submit billing information.
For further information on how your organisation can avail of other donated software visit Enclude.ie.
Enclude Contact Details
Phone: 01 6535099
Fax: 01 4430554
Website: www.enclude.ie
Email: info@enclude.ie
Address: Drumcondra Business Centre, 120 Drumcondra Road Upper, Dublin 9
