Ad grants can be an excellent way for nonprofits and educational institutions to gain free advertising credit from Google Ads. However, in order to take advantage of Google’s generosity, you need to properly set up and activate your ad grant account. Here are the key steps involved in getting your ad grant up and running.
What are the requirements for ad grants?
Before you can activate an ad grant, you need to meet Google’s eligibility requirements. To qualify, you must:
- Be a registered 501(c)(3) nonprofit organization or accredited educational institution
- Have a mission that’s in the public interest
- Follow Google’s certifications and anti-discrimination policies
- Be able to show enough capacity to maintain an active AdWords campaign
- Have a Google for Nonprofits or G Suite for Nonprofits account
As long as you meet these baseline criteria, you can apply to become an Ad Grants partner. Educational institutions need to verify their accreditation, while nonprofits must submit their 501(c)(3) documentation.
How do I apply for an ad grant?
Applying for an ad grant is simple and can be done through your Google for Nonprofits account:
- Log into your Google for Nonprofits account.
- Click “Apply for offers” on the homepage.
- Select the Ad Grants offer and click “Apply.”
- Follow the instructions to submit your application.
As part of the application process, you’ll need to provide details about your organization, mission, and intended AdWords campaign. Make sure to read through the program policies and agree to the terms before submitting.
How long does approval take?
The ad grants approval process usually takes 2-4 weeks. Google will review your eligibility and may reach out with any additional questions. Here are some key things that happen during the review period:
- Google verifies your nonprofit or education status.
- Your organization’s account history and website content are evaluated.
- Your grant application is assessed based on need and capacity.
Once approved, you’ll receive an email confirmation with details on setting up your ad grant account and credits. If your application is denied, Google will indicate the reasons why.
How much advertising credit do I receive?
Approved nonprofits and educational institutions receive a monthly advertising credit worth $10,000 USD. This credit resets each month and does not roll over. Here are some key things to know about ad grant credits:
- The $10,000 is for search advertising only, not display ads.
- Credits are used to cover costs each month; you do not receive cash.
- Any unused credits are removed at the end of each month.
- There are no contractual obligations or minimum spending requirements.
The $10,000 credit gives most organizations enough budget to run an effective, ongoing AdWords campaign. Make sure to monitor your account each month and use your full credits.
How do I set up my ad grant account?
Once approved, follow these steps to finish setting up your ad grant account:
- Sign up for a Google Ads account if you don’t already have one.
- Connect your Ads account to your Google for Nonprofits account.
- Accept the ad grants terms and conditions in your Ads account.
- Set your monthly budget cap to $10,000.
- Enable your account to begin using your monthly ad credits.
Your Ads account now has a monthly grant applied. As long as you remain below $10,000 in spending each month, your costs will be covered by the grant.
Helpful tips for account setup
- Use a dedicated Ads account just for your grant money.
- Make sure billing settings are enabled in your Ads account.
- Set up conversion tracking to measure ad performance.
- Create ad campaigns, ads, and keywords to target your nonprofit goals.
How do I keep my ad grant active?
Once your ad grant account is set up, you’ll want to maintain an active, compliant campaign. Here are some tips for keeping your monthly credits:
- Spend your full $10,000 credit each month.
- Keep your account enabled so credits renew properly.
- Follow all Google Ads policies, certification guidelines, and quality standards.
- Respond promptly to any account alerts or notifications from Google.
- Monitor campaign metrics and optimize for better performance.
As long as you use your ad credits responsibly each month and avoid policy violations, your grant can continue renewing indefinitely.
Consequences of account suspension
If your AdWords account is ever temporarily suspended, make sure to resolve any issues and reinstate the account before the month ends. Otherwise, your monthly ad grant may be forfeited and more difficult to recover.
Can I increase my ad grant amount?
The standard ad grant amount is $10,000 in monthly search ad credits. However, some nonprofits may qualify for a higher grant amount of $40,000 per month. To be eligible, you must:
- Be an established Ad Grants partner currently spending your full $10,000 monthly credit.
- Have an immediate, demonstrated need for more advertising funds.
- Show sufficient capacity to manage a larger grant responsibly.
If you meet these criteria, you can apply to have your ad grant increased to $40,000. The application and approval process is similar to the initial ad grant application.
Other ways to increase budget
If you aren’t approved for a larger grant, there are a couple other options to effectively grow your AdWords budget:
- Contribute your own organizational funds into the account.
- Find a matching corporate donation through the Google Ad Grants Get Funded program.
Can I promote any keywords and ads?
Google wants ad grants to benefit users, so there are restrictions on the types of keywords and ads you can promote. When choosing terms to target, you should:
- Only use keywords closely related to your nonprofit mission.
- Avoid terms unrelated to your programs, services or content.
- Do not target other organizations, competitors or trademarks.
- Follow all other Google Ads policies and quality standards.
Your ads should also clearly represent your nonprofit and not mislead users. Avoid excessive self-promotion or fundraising appeals in your text. Focus on providing valuable information to searchers.
Best practices for keywords and ads
- Brainstorm closely related mission keywords.
- Ensure ads directly tie back to landing pages.
- Write clear, concise ad copy focused on user needs.
- Use negative keywords to avoid irrelevant queries.
How else can I optimize my ad grants performance?
Here are some additional tips to help you make the most of your ad grants each month:
- Set up conversion tracking to gauge performance.
- A/B test different text ads and landing pages.
- Monitor keyword quality scores and optimize as needed.
- Segment campaigns to target key audiences.
- Analyze search query reports to refine targeting.
- Stay on top of account notifications and resolve issues quickly.
- Leverage Google’s free training materials and community forums.
With some dedicated management and optimization, your ad grants performance can steadily improve over time. Every bit of impact counts when promoting your nonprofit programs to those in need.
Can I hire someone to manage my ad grants account?
To make the most of your ad grant each month, it often helps to have knowledgeable account management. There are a few options for bringing on ad grant assistance:
- Find an in-house specialist – Hire someone internally who can own optimization.
- Use a volunteer – Recruit someone committed to donating their expert skills.
- Hire an agency – Work with specialists dedicated to nonprofits.
When hiring externally, find a Google Partner certified in Google Ads. Make sure to maintain access to your own account and carefully vet agencies or consultants before sharing login access.
Keys to successful account management
- Find experts knowledgeable in both Google Ads and the nonprofit vertical.
- Align goals and communicate expectations clearly.
- Check in regularly on the account’s performance.
- Review changes being made and provide feedback.
What are some common ad grant mistakes?
When managing an ad grant account, be sure to avoid these common missteps:
- Letting credits go unused each month
- Sudden disruptive changes that violate Google policies
- Using up monthly budget too fast
- Not monitoring account notifications and alerts
- Promoting irrelevant or misleading keywords and ads
- Lacking proper conversion tracking
- Failing to optimize for better quality and performance
Stay engaged with your account, make thoughtful improvements each month, and learn from any mistakes along the way. With some diligence, your ad grant can have an ongoing positive impact.
Conclusion
In summary, follow these steps to activate and optimize Google ad grants:
- Make sure you fully qualify for the program.
- Submit an application and get approved.
- Properly set up your ad grant account.
- Use your full $10,000 monthly credit responsibly.
- Maintain a compliant, active account status.
- Continuously optimize performance and impact.
Ad grants present an invaluable opportunity to spread your mission and serve more people in need. With strategic management and promotion, your nonprofits’ advertising dollars can go a lot further thanks to Google’s generosity. Just make sure to follow all guidelines so your eligibility remains intact for the long haul.