We’re all doing everything we can these days to make our advertising budgets stretch just that little bit further. So, if you’re a nonprofit organisation and you have yet to make use of Google AdGrants - you’re missing a trick. 

Why advertise with Google at all?

We all know that Google is the king of search engines; 87% of search traffic on desktop computers and 95% of search traffic on mobile devices runs through Google. This equates to 75,000 search queries per second - which is a lot of people looking for information. 

Google’s smart technology surfaces only the most relevant content for its users which means a massive 75% of people never scroll past the first page of search results. Consequently, competition is high and the top few positions in the Search Engine Results Pages (SERPs) are highly coveted. Those who can’t reach them organically resort to spending considerable budgets on advertising through AdWords. 

Competing for a slice of this pie is worth it. If you can secure yourself a spot at the top of page one, thousands of people could be exposed to your brand. This leads to more people clicking onto your website where they can enter your user journey and find the information they need. More website traffic means more potential service users for your organisation to help and more potential donors to help you. 

What are Google AdGrants?

While it’s clear to see that higher search rankings could have massive benefits,  we don’t all have the cash to splash on digital advertising. So, Google decided to even the playing field a little. Here’s where Google’s AdGrants steps in. Through this initiative, Google is offering your nonprofit business up to $10,000 (£8,000) each month as a grant to spend on advertising. The only thing standing in your way is an application.

Am I eligible for Google AdGrants?

To qualify for AdGrants, Google has a few requirements:

  1. Location - Google offers AdGrants to businesses based in 1 of 50 countries
  2. Charitable status - Your organisation must be active, registered and hold a valid charity status. In the UK this means registering with either the HM Revenue and Customs (HMRC), the Charity Commission for England and Wales or the Office of the Scottish Charity Regulator (OSCR) as a charitable organization for tax relief
  3. High-quality website - Your website must meet the standards set by Google’s policy

Unfortunately, there are a few exceptions to the AdGrants programme. The following organisations are not eligible to apply:

  • Governmental organisations and entities
  • Medical groups and hospitals
  • For-profit universities, academic institutions and childcare centres (however philanthropic arms of educational institutions are eligible) 

How to Apply

  1. The first step is to apply for Google for Nonprofits - a fantastic programme within itself, which grants access to all of the premium Google products for free. Within this step, you will also have to register your organisation with TechSoup who handle the verification of non-profits for Google.
  2. Once you're accepted into Google for nonprofits click ‘Activate’ under Google AdGrants.
  3. Fill in and submit the eligibility assessment. According to Google, this should take about 20 minutes.

Now what?

Fantastic news - you’ve qualified for Google’s AdGrants! How you spend your advertising budget is entirely up to you. However, we understand that advertising with Google AdWords is daunting for those new to the platform. There is so much scope to personalise your campaign - with endless keyword opportunities and targeting specifications - that knowing where to start can be tricky.

Here’s where Microserve can offer a helping hand. Our in-house digital advertising specialists can work with you to set up your AdWords campaigns and ensure they are working to their full potential. Get in touch to talk to us about your digital marketing campaigns.