Tracking will enable you to make better decisions for your non-profit account. The bare minimum, you should link your Google Analytics with your Google Ads account. Disruptive Advertising showed how few accounts have effective conversion tracking in place. Once you have decided that a term is irrelevant to your campaign, you can add that term as a negative keyword. This will benefit the account helping maintain the required 5% CTR. This report can help highlight keywords that you should add as keywords or negative keywords.
To get the most out of the grant you do need an understanding of how Google Ads works and will need to actively manage your account. If you think you’ve met the Google Guidelines go back to the application process so Google can review the account. During the process, Google will need information about your charity.
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As part of this, don’t forget you’ll need to be registered with TechSoup, they handle the verification process for the programme. While this covers the main points, there are other requirements for your website’s content and operation worth checking in Google’s ongoing Ad Grant policy. 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 short answer is almost all can, you'll just need to meet specific criteria set by Google, and then be approved through a pre-qualification process. Now you know the brilliant things you can do with the grant, how do you get it?
Action negative keywords
And if you’ve been approved but aren’t seeing results, it might be time to revamp your strategy or seek expert support. If you haven’t yet applied for the Google Ads Grant, now is the time! Whether your goal is to attract new donors, promote events, educate the public, or grow your email list, digital ad space is prime real estate — and Google is offering it to nonprofits for free. Let’s break down exactly how the grant works and why it could be a game-changer for your organization.
- When we’re not in meetings, many of us spend a lot of our day in our Gmail inboxes, where Gemini is giving us time back by helping to draft responses faster.
- Instead of competing with national organizations for broad terms, you can dominate local searches where your services actually matter.
- In a nutshell, Google Ad Grants give your charity a £95k advertising budget boost, transforming your ability to reach new audiences and drive them to your website.
- Using Google Ads ensures you appear at the top of the page for the keywords you target – this helps maximise the visibility of your campaigns.
- 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.
- Your accounts will not compete with one another because Ad Grants ads are in a separate auction after paid ads.
- Google Ad Grants shows your message to people searching for nonprofits like yours.
Use Long-tail Keywords
But, that's not all they're good for – here's the top 8 reasons charities, like yours, embed Ad Grants. The overarching reason most charities use Google Ad Grants is to increase traffic to the most important pages of their website. “We secured a 100% boost in the number of donations with Ad Grants. This money went towards providing emergency shelter, food and kits for those in need. This includes Afghanaid, who doubled donations after sagaspins casino registration a successful crisis appeal. Once your ads are live, you can integrate Google Analytics and conversion tracking to understand how your ads are performing.
How AI Is Changing Google Ads – What Charities Need to Know
- After receiving pre-qualification approval, it’s time to build your account.
- Your budget can even be applied to multiple campaigns, either split equally or prioritised towards those that you feel are more likely to reach your goals.
- Navigate to ads.google.com and sign in with the email you used to sign up for Google for Nonprofits.
- Brand campaigns can have a massive CTR compared to other more standard campaigns.
- After completing your registration, you’ll get a validation token that allows you to register with Google as a charity or not for profit.
- After you qualify for the program, you have an ad budget of $10,000 USD per month of in-kind search advertising to use across various campaigns.
Google rewards ads that provide genuine value to searchers, so focus on relevance rather than trying to game the system. Higher Quality Scores lead to better ad positions and lower costs – meaning your grant budget goes further. Quality Score is Google's 1-10 rating of how relevant and useful your ads are to searchers. The key to reducing cost per conversion is ensuring your landing pages perfectly match what people expect when they click your ads. If one campaign converts volunteers at £15 per signup while another costs £45 per signup, you'll want to shift more budget toward the efficient campaign.
Think of these requirements as Google's way of ensuring Ad Grants support high-quality, relevant advertising rather than generic promotional content. This might seem simple, but many charities lose their grants simply because no one remembered to check in regularly. The most basic requirement is logging into your account at least once monthly. Quality Score improvement comes from ensuring every element – keywords, ads, and landing pages – works together to serve your audience's intent.
Unlike social media, where you're competing for mere seconds of attention in busy feeds, Google Ads place your charity front-and-centre, at the exact moment someone is looking for what you offer. Often, charities focus their digital marketing efforts on social media strategies instead – putting all their eggs in another (extremely crowded) basket. Paid ads aren't only expensive, they’re hard to navigate and manage without a resource that really knows what they’re doing. “We simply could not reach people and create the impact we do without the awareness generated by these Ad Grants.” – Elizabeth Hutton OBE, Kicks Count Google Ad Grants might be exactly what your charity needs. When we're not in meetings, many of us spend a lot of our day in our Gmail inboxes, where Gemini is giving us time back by helping to draft responses faster.