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GOOGLE AD GRANTS AGENDA
BENEFITS HOW IT WORKS ELIGIBILITY TRACKING SUCCESS

GOOGLE CONNECTS CONSUMERS WITH NONPROFITS
These are
ads
This is a business
listing
This is the
search query
This is an organic
search result

Let’s change the world.
More visibility. More donations. More volunteers. That’s what comes from
sharing your message with the people who are most likely to engage.
Raise awareness for your organization, attract donors, and recruit volunteers
with in-kind advertising on Google Search.

Google Ad Grants Presentation - Maryland Nonprofits June 2024

Nonprofit Benefits of Google Ad Grants
Raise awareness
for your cause
Reach supporters when
they use Google Search.
Drive website
views & activity
Drive online traffic for
fundraising, recruiting
volunteers, and more.
Track nonprofit
marketing efforts
Combine with Google
Analytics to measure and
understand your
organization’s marketing
performance.
Reach those in
need of help
Make sure people
searching for your
organization’s services on
Google can find your
nonprofit.

Proprietary + Confidential
“The American Cancer Society is
attacking cancer from every angle and
the digital marketing team is a part of
that fight. Our goal is to connect and
engage with patients, donors,
caregivers and volunteers where they
are online.”
- Nija Clark, Search Marketing Analyst,
The American Cancer Society
Reach more supporters with
search engine marketing.

How to qualify for Google Ad Grants

Request a Google for Nonprofits account
google.com/nonprofits

Here’s how to STAY eligible
Follow Google Ad Grants Terms and Conditions including:
● No promotion of hatred, intolerance, discrimination, or violence.
● Must be organized and operated exclusively for charitable purposes.
● No single-word keywords (excluding your own branded words and a few other exceptions).
● No overly generic keywords like “things to do,” “job alert,” or names of other organizations,
places, historical events, or people on their own.
● Active keywords must have a quality score of 3 or higher (on a scale of 10).
● Website must be approved, owned, and high-quality with no commercial activity and limited,
unobtrusive ads, if any, on the site.

Here’s how to STAY eligible
Follow Google Ad Grants Account Management Policy including:
● Maintain a well-structured account containing:
○ Proper location settings
○ At least 2 active ad groups per campaign each containing a set of closely related
keywords and 2 active, unique text ads
○ At least 2 unique sitelink ad extensions
● Must have valid conversion tracking, if applicable, reporting at least 1 conversion per month.
● Must maintain a 5% click-through rate (CTR) each month (at the account level, not necessarily
each keyword).
● Must respond to the annual program survey.

EVALUATING GOOGLE AD GRANTS SUCCESS

GOOGLE ANALYTICS
analytics.google.com
● Free, powerful web
analytics.
● See reports showing
how visitors found your
website, and what they
did when they got there.
● Measure the
effectiveness of
your online and offline
marketing campaigns.

TRACK CONVERSIONS WITH GOOGLE ANALYTICS
20
• Linking your Google Ads account to your
Analytics property lets you see the full
customer cycle.
• Follow your customers from the point
where they first interact with your site to
completing the goal you’ve set for them.
Google Analytics
Google Ads

FOUR WAYS TO TRACK PERFORMANCE
Ad Views: How often your ad is shown on Google Search,
Google Maps, and websites that show Google ads.
Ad Clicks: How often your ad was clicked.
Conversions (“Key Events”): How often you received form
completions, donations, downloads, newsletter signups, or
other key events on your site.
Phone Calls: How often you received calls via your ad
(available if you turned on call reporting).

MYTH: Small organizations can not compete with large organizations on Google.com and will not see a
benefit from running Google Ads via the Google Ad Grants program.
● REALITY: Google Ads rewards relevancy. In fact, small local Grantees that use location specific
keywords and targeting may show before large national organizations.
MYTH: Google Ad Grantees can not invest in a paid Google Ads account because the ads will compete
with one another.
● REALITY: Google welcomes Ad Grantees to invest in a paid Google Ads account. Paid accounts are a
great way to extend impact and access additional features such as remarketing and video ads.
MYTH: Google Ad Grants can only be used for non-commercial use.
● REALITY: Google Ad Grants ads can be used to drive traffic to products or services that have a fee if
the website describes how the nonprofit uses the funds.
Google Ad Grants Myths Debunked

Next steps if you don’t have an account:
https://www.google.com/grants/how-to-apply/
See if
you’re
eligible
Apply for
Google for
Nonprofits
Enroll in
Google Ad
Grants
Create
your
account
Submit your
account for
review

Next steps if you have a Google Ad Grants account:
● Translate your organizational goals into measurable, digital, Key Performance
Indicators (KPIs) such as donations, newsletter subscriptions, event sign-ups, etc.
● Set up conversion tracking / ensure your site is tagged properly to track your
defined KPIs.
● Build campaigns (keywords, ads, sitelinks) that capture relevant user interest and
intent for your nonprofit.
● Provide performance reports that clearly show how your Ad Grants campaigns are
driving meaningful outcomes for your organization.
● Deliver and test recommendations to improve performance and scale impact: new
keywords, ad copy, landing pages; remove poor performer; launch new campaigns.
● Prepare and adjust campaigns for news cycles, awareness days, and key moments
(e.g. Earth Day or a celebrity promoting a cause) to capture increased interest and
maximize impact.

THANK YOU!
Sharon Mostyn
info@mostynmarketing.com

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Google Ad Grants Presentation - Maryland Nonprofits June 2024

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