Whether you’re still debating whether to apply or have already created several ad campaigns, many nonprofit professionals are naturally curious about optimizing a Google Grant account and maximizing their campaigns’ results.

By not understanding Google Grant optimization, many nonprofits miss out on the incredible opportunities the Google Ad Grants program provides every day.

After receiving a Google Ad Grant, the steps taken are just as important as the application process. Managing and maintaining an optimized account is essential to ensure your account is not suspended or revoked. Proper management also helps you maximize your $10,000 budget and the number of conversions made in response to your ads.

At Getting Attention, we specialize in helping nonprofits optimize their Google Grant accounts. To help, we’ve compiled our knowledge of Google Grant optimization into these core topics:

• Avoid These 8 Google Ad Grant Management Mistakes.
• Follow the Appropriate Google Grant Account Structure.
• Choose the Right Keywords for Your Google Grant Account.
• Optimize Your Google Grant Account’s Ads.
• Track Your Google Grant Account’s Conversions and Other Metrics.
• Use Manual Bidding for Your Google Grant Account.
• Use Targeting and Extensions To Improve Response to Your Ads.
• Maintain The Website Associated with Your Google Grant Account.
• Let A Google Grants Professional Optimize Your Google Grant Account.
• Look into Google Ad Grants Training.
• Google Grant Optimization Checklist

Using the tips we share, you’ll be several steps closer to optimizing your Google Grant account and connecting with more prospects. Let’s get started.

Avoid These 8 Google Ad Grant Management Mistakes.

Mistakes can happen, especially in the confusing world of Google Grant management.

Whether you’re a seasoned Google Grant user or a beginner, many factors can contribute to the mismanagement of your funds. Confusion or unfamiliarity with Google’s Ad Grant policies can result in an unintentional violation of Google’s guidelines. Conversely, you may not be up to speed on the current, rapidly-evolving Google landscape.

Whatever the reason, management mistakes are bound to happen and can drastically impact your ability to optimize your Google Grant account. What matters is that you are aware of them and strive to avoid them. With that in mind, let’s cover the top management mistakes that you should aim to avoid, and note that a Google Grants expert can drastically simplify this.

Mistake #1) Failing to Follow The Google Ad Grants Management Policy

Several years after its inception, the Google Ad Grant program created a set of compliance policies that nonprofits must follow to maintain their status in the Google Ad Grant program. These policies include guidelines for your account and the ads you run. Following these rules is imperative, as failing to do so can result in suspension or loss of the grant.

Some of these requirements include:

• Having at least 2 ads per ad group
• Having at least 2 ad groups per campaign
• Maintaining a 5% CTR each month
• Not using single-word or generic keywords
• Having a minimum keyword quality score of 2
• Enabling at least 2 sitelink ad extensions

The goal of these rules isn’t to deter nonprofits from using the program. Instead, they’re intended to ensure nonprofits benefit from the program and enhance the search experience for users. Ultimately, following the compliance guidelines is a significant part of optimizing a Google Grant account.

Mistake #2) Using Broad Keywords

Another mistake in Google Grant management is relying on broad or generic keywords. A common misconception is that tracking broad keywords will yield better results. However, short, generic keywords like “fundraising” lack the specificity your ads need to be effective.

For one, using broad keywords is a violation of Google’s Ad Grants policies. The guidelines specifically ban the use of single-word keywords and overly generic keywords, primarily because they won’t connect you with qualified prospects. Not to mention, larger organizations and companies bid on these terms, making it less likely for your ads to be shown over theirs.

Instead, look for more specific long-tail keywords. For instance, you might bid on terms like “animal shelter volunteer opportunities” rather than “volunteer opportunities.” These will connect you with more qualified users, and they’re also typically cheaper to bid on.

While it may be tempting to capitalize on a broad search term, the consequences of violating Google’s guidelines far outweigh the benefits of those keywords.

Mistake #3) Using Dirty Keyword Data

Any nonprofit professional who deals with metrics understands the importance of data hygiene. In terms of Google Grant management, cleaning your keyword data is a process that involves pausing or removing irrelevant or low-quality keywords.

Some nonprofits fail to clean their keyword data. However, cluttered or dirty keyword data can limit the efficiency and accuracy of your ad campaigns and hold you back from making important discoveries. Here are some of the key reasons you’ll need to optimize your keyword data:

• Keyword traffic may fluctuate over time. Some of the keywords you target will not be relevant year-round. For example, seasonal keywords or those related to specific events do not need to be tracked outside of those time frames.
• Low-quality keywords can clutter your data. Google assigns a quality score to keywords, calculated based on expected CTR, landing page experience, and ad relevance. Scores below 3 are considered poor quality. Using low-quality keywords is against Google’s policies, and targeting these terms is a waste of your ad budget.

As we’ll explore later, keywords are a vital part of optimizing a Google Grant account. Not to mention, it plays an essential part in your nonprofit’s organic SEO strategy. Meeting Google’s keyword requirements is a great start, so start your account optimization process by using search terms with a quality score of at least 3 and removing irrelevant ones. We’ll explore keyword optimization tips that will help your ads efficiently target supporters later on.

Mistake #4) Featuring Just 1 Ad Per Group

Nonprofits often make the mistake of featuring only one ad in each ad group, resulting in account suspension. Within Google Grants, individual ads are organized into groups that fall under broader campaigns.

Let’s say your nonprofit is running an ad campaign focused on increasing sign-ups for a newsletter. You target relevant keywords, follow all Google Grant policies, and create multiple ad groups, but the ad’s performance falls flat.

Even if you follow every other compliance step, using only one ad per group is not viable for optimizing a Google Grant account. For one, using one ad violates Google Grant guidelines, so your account could be suspended or removed. Plus, single ads also don’t allow nonprofits to analyze performance across different ads. This can result in missing opportunities for growth and learning what works.

Instead, include multiple ads per group. Differentiate your ads by including different ad copy to determine what drives users to click through to your site. Then, a week or so later, look at campaign results and see which ad had a higher click-through rate, more conversions, and higher site engagement. Finally, swap out the losing ad with new copy and refine your ads to drive better results and maximize your Google Grants conversions!

Mistake #5) Providing a Poor User Experience

We have all had poor user experiences, so it’s easy to know firsthand how frustrating they can be. In the context of Google Ad Grants, a poor user experience is most often linked to your ad copy, call to action, and linked landing page being misaligned. It can be confusing for viewers when they click on an ad urging them to join an email list but instead are directed to an online donation page.

This mistake can frustrate potential supporters, deter them from taking the action you want them to, and ultimately impact your ability to optimize your Google Grant account. Your supporters shouldn’t have a hard time doing what you are asking of them, so think critically about the user experience you’re providing with your Google Ads.

Mistake #6) Neglecting Your Landing Pages

Your nonprofit’s website plays a crucial role in marketing your mission. It empowers you to store all of your resources, content, and marketing material in one convenient location. Plus, any ads you create using your Google Grant account will direct users straight to your website. In that sense, a neglected website and poorly designed landing pages could do more harm than good.

A poor or irrelevant landing page can negatively impact your keyword quality score. What’s more, higher quality scores often lead to a lower cost-per-click rate, so you’ll receive more traffic for the same price.

Here are a few of the most common landing page issues that nonprofits encounter:

• Keywords featured in your ads are not included on the landing page.
• The overall website is challenging to navigate.
• There is a lack of rich, engaging content.
• The branding is inconsistent and makes the site appear untrustworthy.
• There are technological issues like broken links.

Issues like these can repel potential supporters by making it hard for them to figure out how to answer your call to action. For example, if users follow your ad and have a bad site experience, the ad does not result in conversions. Your nonprofit also loses a potential supporter to poor website performance.

Not to mention, there are also rules in place regarding website quality. For instance, you’ll need to include a clear description of your organization, have an adequate load speed, and feature unique content. Failure to meet these regulations will heavily impact your ability to optimize a Google Grant account and maximize your website’s performance. Conversely, optimizing your landing pages will keep your quality score up and maximize your chances of reaching and converting qualified users.

Mistake #7) Forgetting About Geography

Some organizations forget to enable geotargeting for their ads, but this tool is a big help when optimizing your Google Grant account. This feature allows you to limit who your ads are displayed to based on their location, rather than displaying your ads to a broad audience who might not find them relevant. Typically, the location you choose depends on where supporters likely reside or where your nonprofit operates.

Failing to target ads geographically can reduce the effectiveness of Google Grant Ads. Targeting large areas that may or may not contain potential supporters is not the best way to optimize your $10,000 budget. There is no point in targeting people who live in Texas if your organization serves only Oregon. Even when leveraging geotargeting, many nonprofits fail to realize they can select more targeted keywords and develop ad copy that speaks to a specific region.

Overall, selecting a geographically-relevant area to target your ads will boost meaningful conversions and increase local supporters, especially if you target the ad copy to speak to that audience.

Mistake #8) Ignoring Seasonal Keyword Adjustments

When optimizing a Google Grant account, many nonprofit professionals aren’t aware that timing is one of the most significant variables that influence conversions. To put it simply, specific times of year lead to increased traffic for specific keywords.

Inexperienced nonprofit marketers might take a set-it-and-forget-it approach and won’t adjust their Google Grant account’s campaigns to include seasonal keywords influenced by weather, holidays, and cause-related events. However, an optimized Google Grant account will include ad campaigns that target seasonal terms related to the organization’s cause.

For example, as the end of the year approaches, you’ll naturally see keywords relating to Giving Tuesday increase in traffic. As another example, there may be a shift in traffic for keywords related to world conservation around Earth Day or after a natural disaster since those events will naturally spark prospects’ curiosity.

Overall, ignoring seasonal behavior in your Google Grant account strategy is a huge missed opportunity. Failing to account for the rise and fall in traffic for different keywords will ultimately lead to less traffic, fewer conversions, and wasted grant money.

As you revisit your keywords throughout the year, we also suggest that you revisit your keywords whenever the season changes. Use it as an opportunity to get rid of any that have a quality score of under 3, so you can keep your keyword strategy fresh and optimized.

Follow the Appropriate Google Grant Account Structure.

After you apply for Google Ad Grants and are approved for the program, you’ll set up your first ad campaign. Before creating your ads, it’s vital that you understand the structure of your Google Ad Grant account. That way, you can get a feel for how you’ll need to set up your campaigns for the best results.

Your Google Grant account is broken down into the following:

• Campaigns: These are the largest building blocks of your Google Ads account. They contain multiple ad groups and even more ads. To optimize your Google Ad Grant account, we recommend assigning a theme to each campaign. For instance, if you work for an animal shelter, you might create a ‘Volunteer’ campaign with keywords related to animal shelter volunteer opportunities in your area. You might have another campaign for “Donations,” “Adoptions,” etc. Themes allow for easy organization of your ads within campaigns.
• Ad Groups: Think of these as clusters of ads within your campaigns. Ad groups are associated with specific keywords that someone might search related to your cause. Note that Google requires you to have at least two ad groups per campaign.
• Ads: This is the smallest element of your Google Grant account but is arguably the most important. Google requires you to have at least two ads per ad group. Google will automatically rotate between these ads and provide you with performance data. For instance, if ad A performs significantly better than ad B, you’ll know to tweak ad B to improve its performance.

One important thing to remember when optimizing your account is not to spread your budget too thin across several ad groups and keywords. Instead, you’ll have more success if you allocate more funds to a core group of services or resources related to your mission.

While this structure is required for your nonprofit’s Google Grant account, following it will provide you with insightful performance data you can then use to produce better ads over time.

Choose the Right Keywords for Your Google Grant Account.

Another crucial component of optimizing your Google Grant account is the keywords you select for your ad campaigns. While you might know what keywords are related to your cause, choosing the right keywords requires research into monthly traffic, the user’s intent behind searching the term, and other factors.

When someone searches a term or phrase on Google and scans through the results, your ad will stand out more if it’s relevant to what they’re looking for. Relevance directly impacts whether they’ll click through to your site or even read your ad in the first place. That’s why effective keyword research comes in handy.

Choosing Your Google Ad Grant Campaigns’ Keywords

One of the first steps you’ll take when setting up your first campaign is choosing the keywords you want to target. Start by asking yourself which phrases and word combinations you’d type into Google to find your organization’s services and programs. For instance, an organization that raises awareness for Alzheimer’s might target variations like:

• Alzheimer’s disease
• Alzheimer’s research
• Donate to Alzheimer’s research
• Fund Alzheimer’s research
• Alzheimer’s treatment
• Alzheimer’s vs. dementia

Instead of blindly guessing what you think people are searching for and will drive conversions, we’ve created a checklist you can follow to come up with educated keyword choices. As you start optimizing your Google Grant account, here are some tips to help you choose the best keywords for your cause:

• Create a list of keywords that you want to target. Using keywords relevant and specific to your organization is an excellent place to start. Leverage Google Keyword Planner to get helpful metrics regarding different keywords, such as search volume trends, average monthly searches per keyword, and bid estimates. It’ll also provide you with keyword suggestions. You can also leverage Google Trends to explore what people are searching for related to your mission and expand your keyword ideas list.
• Avoid generic and single-word keywords. Examples of this include “volunteers” and “animal shelter.” Not only does Google ban the use of these keywords, but your nonprofit will probably be outbid for broad search terms like these. Instead, try using long-tail keywords such as “animal shelter volunteer opportunities near me.” Long-tail keywords like this involve multi-word phrases and are more specific than vague, single-word keywords.
• Target keywords based on time and geography. These keywords could relate to holidays like “Christmas gift drive” or location-specific events like “clothing donation centers in Boston.” Some keywords are seasonal, so focus more attention on them when relevant. When dealing with different locations, try picking out regional differences in your keywords and target them accordingly.
• Separate branded and nonbranded keywords into separate campaigns. You’ll likely rank organically for branded terms, allowing you to allocate more of your grant money to run ads for nonbranded search terms.
• Bid lower on upper-funnel keywords and vice versa. Upper funnel keywords are general search queries that someone higher in the search conversion funnel might search. On the other hand, lower-funnel keywords usually are longer, more specific keywords that people who are likely to convert might search.

Note that a healthy Google Grant account will have around 25 keywords per group. However, having enough time to conduct keyword research could help you uncover dozens more valuable keywords. You can easily have ad groups targeting dozens of keywords, but including around 25 keywords per group is a good rule.

Refining Your Google Grant Keyword Strategy

While initially picking effective keywords will set your ads up for success, you’ll need to continuously revisit your campaigns and targeted keywords to optimize your Google Grant account fully.

Here are a few actionable strategies to help clean up your campaigns:

• Clean up your keyword list regularly. Pause any seasonal terms like “Thanksgiving food donations” when they are not relevant, and remove low-quality keywords that do not serve your account. Keeping your keyword lists free of clutter is a great way to ensure a faster and easier analysis.
• Avoid keywords with a quality score lower than 3. Google scores keywords on a scale of 1 to 10 based on their quality. Keywords that receive a score of 1 or 2 are considered very low quality and are not permitted for targeting. These keywords must be removed or paused until their score increases.
• Stay on top of industry trends and search terms. Look at your keyword list if you’re struggling to maximize spending on your Grant account. What keywords could you add? When was the last time you looked at Keyword Planner for new ideas? What are your competitors ranking for?
• Use negative keywords to exclude your ads from specific search queries. More than likely, there are search terms you don’t want your ads to display for. Add negative keywords to your ad groups to avoid ranking for those terms. You might also leverage a strategy called “traffic sculpting,” in which you add negative keywords to an ad group to avoid competing with your ads in other ad groups.

You should regularly check up on your keywords and adjust your account to ensure you’re making the most of your grant. If you’re struggling to locate valuable keywords or stay on top of monthly maintenance, an expert Google Grant consultant will know how to optimize a Google Grant account, choose the right keywords, and ultimately create effective Google ads.

Optimize Your Google Grant Account’s Ads.

It can be easy to get lost in all account optimization needs. But don’t forget the reason behind all of it— the ads!

There are several best practices to keep in mind when creating your Google Grant account ads. Here are a few to get you started:

• Create compelling ad copy. It should go without saying that your ad copy is one of the most crucial components of your ads. It’s what will drive readers to click through. This is primarily why Google requires you to have multiple ads per ad group — it allows you to see what resonates with people and encourages them to click through. We suggest that you leverage keywords in the ad copy to parrot back similar phrases to what users are searching for, include a specific call to action, and use short sentences to keep your ads scannable.
• Choose the right landing pages. As we’ll explore later, your landing pages are just as important as your ad copy. It’s where you’ll drive users when they come across your ads and will ultimately determine whether they get involved. To optimize a Google Grant account’s ads, make sure you choose the most relevant landing pages for each ad, whether it’s a digital donation page, volunteer registration form, or email newsletter signup form.
• Have 3 to 5 ads per group. While Google only requires 2 ads per ad group, we recommend using at least 3. Try to create variety in these ads so that you can experiment with different targeting approaches. The ads within each group will rotate, and Google will prioritize the ads that perform the best.
• Highlight what’s unique about your nonprofit. Try to stand out in the sea of ads your viewers see each day. Avoid blending in, and instead, say what is interesting about your organization.
• Don’t immediately optimize ad rotation for your campaigns. No more than one ad from an ad group can show at a time. The “ad rotation” setting allows you to specify how often Google will serve your ads relative to one another. Within your Search and Display campaign settings, you can choose “Optimize” or “Do not optimize” for this setting. If you’re starting a new campaign, we suggest that you don’t optimize your ad rotation. Instead, keep ads rotating indefinitely to see which messaging works best and optimize rotation manually on your end.

Producing high-quality ads can seem overwhelming, but it doesn’t have to be. So keep these tips in mind to steer your nonprofit’s choices when creating ads.

Track Your Google Grant Account’s Conversions and Other Metrics.

As you initially set up your Google Ads account, you should set up Google Analytics and connect it with your Ad Grant account. The metrics you gather from Google Analytics will help you refine your ads, improve your landing pages, and ultimately optimize your Google Grant account.

For one, Google requires you to track and report on conversions, click-through rate, and similar nonprofit performance metrics. What’s more, tracking performance through Google Analytics will let you know how many people clicked on your ads and what actions they took after clicking an ad, such as browsing your website, signing up for a newsletter, or making a donation.

Conversions

For many nonprofits, conversions are the goal of their ads. Conversions measure how many people take the desired action after seeing your ad, such as making a donation, registering for an event, or signing up to volunteer.

Here are a few best practices for conversion tracking:

• Track conversions that are meaningful to your organization. While Google analytics offers different options for conversion tracking, focus on those that meet your goals as a nonprofit. For example, you might track registrations for your upcoming annual gala or donations made during your year-end giving campaign.
• Set up goals in Google Analytics. Setting up goals in Google Analytics can help you see what impacts the conversion performance of your ads. In addition to enhancing conversion performance, Google Grants requires accounts to set up goals.
• Take note of which ads are best at leading to conversions. Experiment with the style and wording of your ads to analyze which ones yield the most conversions. From there, you can improve future ads to ensure the best performance from your campaigns.

Google requires Google Ad Grants accounts to track their conversions if applicable. To do so, set up an account within Google Analytics by using these account setup instructions.

Click-Through Rate

The Google Ad Grant team uses click-through rate (CTR) to indicate ad quality. Google interprets a high CTR for an ad as the ad being very relevant and valuable to users. While Google Analytics will automatically calculate each ad’s CTR for you, it can be helpful to understand how it’s calculated manually.

Our article on why Google Ad Grants are confusing explains that you can calculate CTR by dividing the number of people who click your ad’s link by the number of impressions the ad receives. For example, if your ad is shown to 100 people, but only 5 people click the link, your CTR will be 5% for that ad.

If you notice that your CTR is lower than you’d like, here are some ways you can boost that metric and directly optimize your Google Grant account:

• Pause keywords with a low CTR. Take a look at your keywords that receive the most impressions and pause any with a low CTR. While a keyword may be relevant to your mission, you should focus on keywords that yield results for your work.
• Improve your ads. Do your ads inspire readers to click through to your website to get involved or learn more about your mission? Think critically about your ad copy and whether you’re pointing users to a relevant landing page.
• Use A/B testing. One of the great things about Google Ads is that you can rotate between multiple ads for the same keywords. This makes it incredibly easy to see which ad copy performs the best, so you can boost your CTR with each rendition of your ads.

Google requires you to have a 5% click-through rate for each ad. Otherwise, your account will be at risk of being temporarily suspended. Note that an optimized Google Grant account will easily meet that minimum threshold.

Use Manual Bidding for Your Google Grant Account.

Google recommends that nonprofits automate their bids with Google Ads to save time managing their accounts. Maximize conversions is a Smart Bidding strategy designed to help you increase conversions and spend more of your budget. Google’s intention behind this strategy is to identify which keywords are most likely to result in a desired action, increase bidding for it, and reduce spending on others.

However, we suggest that you start with manual bidding. That way, you’ll have more control over your budget. 

If you want to go with automated bidding, we suggest that you don’t use the maximize clicks automated bidding strategy, even though it’s Google’s default option. That bidding strategy focuses on clicks rather than conversions (your ultimate goal for your ads). Instead, select the maximize conversions bidding strategy. This will allow you to be more competitive with bidding and effectively spend more of your ad budget.

Use Targeting and Extensions To Improve Response to Your Ads.

Naturally, you want your ads to reach their intended audience and maximize the likelihood of conversions. To help, Google offers targeting settings and extensions that you work into your marketing plan to improve your ads’ performance and optimize your Google Grant account.

Targeting

Targeting ads based on location, time of day, and device type help you streamline your message to address smaller audiences likely to support your cause. Let’s take a look at these three different ways you can target your ads:

• Geotargeting. Begin by narrowing down your target audience. Leverage the geotargeting feature to focus on areas that your nonprofit serves. For example, if your nonprofit operates out of New York, ads that appear in Atlanta won’t be very effective. However, if many of your donors reside in another area (say Chicago), you can target users in that area
• Ad scheduling. Create an Ad Schedule for all of your campaigns —- even those you’re planning on running 24/7. This will help you pinpoint specific times when your ads perform well, so you can adjust your schedule moving forward. To create a schedule, go to one of your campaigns, click on “More” under Settings, hit “Schedule,” select a campaign, choose “All Days,” and save it.
• Device type. If you’re working with a limited budget, it’s smart to exclude tablets from receiving your ads. Tablets tend to have a lower conversion rate than desktops and mobile devices. To exclude a device from receiving your ads, go to the “Devices” tab, choose a device type, change the bid adjustment to “Decrease” by 100%, and apply the changes.

While on the topic of location-based targeting, if you know your competitors’ IP addresses or physical locations, you can exclude them to prevent unwanted impressions and spending your grant on inadvertent clicks. The same goes for your employees.

You only want your ads to display to those who are likely to convert, so you don’t waste your grant money or negatively impact your ads’ performance. These targeting features will help you connect with likely prospects.

Ad Extensions

Ad extensions provide users with more information about a nonprofit’s services, programs, and mission. They help expand the ad listing, ensure it’s as useful as possible to users, and take up more ad space on the search engine results page.

By providing specific information that matches the user’s intent, ad extensions directly impact your ads’ click-through rate.

Some of the most commonly used ad extensions include the following:

• Sitelinks: Create mini-ads within your ads that link to other pages on your site.
• Callout Extensions and Structured Snippets: Include additional plain text within your ads to emphasize key points (great for including extra detail that wouldn’t fit in the main ad’s text).
• Price: Quantify the donation amount or cost of services that a prospect would need to know (e.g., veterinary services, event ticketing price, and so on).
• Location and Call: Display your organization’s address and phone number. Users will be able to click the number and call you directly.

Ad extensions provide users with more ways to interact with your cause, so use them for your ads. Note that your ad extensions won’t always show up with your ads. Instead, Google will show them when the extension (or combination of extensions) is expected to improve the ad’s performance and when your ad’s position and Ad Rank are high enough to show extensions. Your best bet is to include the most relevant ones for your ads, increasing the likelihood that they’ll be displayed.

Maintain The Website Associated with Your Google Grant Account.

Because your Google Ads will direct visitors to your nonprofit’s website, it’s essential to make it easy to use and valuable to users. While first and foremost a rule of the Google Ad Grants program, maintaining a sufficient website will directly impact the performance of your ads and determine whether users become supporters.

Let’s start by looking at the basic compliance requirements before jumping into tips that will help optimize a Google Grant account further.

Compliance Rules

Like with most other aspects of the Google Ad Grants program, there are specific rules you should follow when running your website. An insufficient, unprotected, or otherwise useless website can lead to temporary suspension of your Google Grant account.

Here are the basic rules you’ll need to follow to ensure your website adheres to Google’s basic eligibility guidelines:

• Your nonprofit must own the domain. Your nonprofit must own the rights to landing pages linked in your ads. If this landing page is a donation-hosting service, it must belong to one of these pre-approved sites.
• Your nonprofit must add any additional domains to your account. If you plan to link to other owned domains with Google Grant ads, add them to your account first. This way, Google is aware that your nonprofit owns these domains.
• Your organization must maintain the account. Any domains used must be high-quality web pages. Valuable web pages have several important factors that we’ll cover in the next section.
• Your organization should avoid any commercial activity that does not align with your mission. Commercial activity like selling products, services, or consultations can’t be the sole purpose of your website. Limited commercial activity is allowed, provided it aligns with your mission. Acceptable forms of commercial activity include selling a product as a fundraising tool for a specific purpose.

Following these basic compliance regulations will help keep your Google Grant account compliant. However, there’s much more your nonprofit should do to optimize your Google Grant account fully.

Optimizing Your Site

Beyond those guidelines required by Google, you also want to ensure your web pages are valuable for the end-user. Otherwise, they may quickly exit your site if they can’t find what they’re looking for:

Here are a few optimization tips that will help you enhance your nonprofit’s website:

• Include high search volume keywords on relevant pages. Search volume is used to measure how many searches specific keywords received. Those with a high volume are searched often. According to this SEO for nonprofits guide, you’ll want to feature these keywords on your important web pages to boost their SEO performance.
• Use only one focus per page. Avoid including multiple concepts on one page of your website. For example, there should be two separate pages for your nonprofit’s services and your volunteer opportunities.
• Feature content that is interesting and engaging. Highlight the most exciting aspects of your organization on its website. Interesting content makes users more inclined to stick around and explore other pages on the site.
• Demonstrate clear calls to action. Showcase clear calls to action throughout your website. Whether you want users to donate or sign up to volunteer at an event, make the request loud and clear with buttons that stand out and use straightforward language. Additionally, ensure that any calls to action align with the ad the page is linked to.
• Make the website accessible for different devices. Your website should be both desktop and mobile-friendly. Especially considering that mobile users make up 33% of online donations, you want users to be able to navigate your website no matter how they access it. You never know when someone may click an ad, and having a webpage that doesn’t function on a cell phone could be a turn-off.

These tips can be helpful as you begin your journey to maintaining a functional, updated website. Make sure to follow Google’s guidelines along with our top tips for a marketable website.

Let A Google Grants Professional Optimize Your Google Grant Account.

Working with a professional agency can take the weight off your shoulders when it comes to optimizing a Google Grant account. Professionals provide tailored services that help you set up and actively manage your Google Ad Grants account as efficiently as possible.

Here at Getting Attention, we strive to help nonprofits make the most of their grant money every month. We make the process simple and easy to understand from completing your application to tracking your data. Our services include:

• Google Grant Applications: The Google Grant application process can be intimidating. The experts at Getting Attention are here to help guide you through the process and make sure your account is accepted on the first try.
• Google Grant Hygiene: Data is crucial for optimizing your Google Grant account. Getting Attention is fully equipped to help you clean up your data and make analysis more efficient. Whether you need to remove irrelevant keywords or outdated information, our experts are ready to step in.
• Google Grant Account Reactivation: With so many compliance rules, suspension can happen, and our team is the best resource for getting your account back up and running.
• Keyword Research: If you’re feeling lost when choosing keywords, let our agency handle the research for you. We fully understand how to ensure that your account tracks the most relevant and effective keywords to extend your ads’ reach.

Our goal is to optimize Google Grant accounts so that nonprofits like yours can reinvest focus into their worthwhile missions. To learn more, contact our team to request a free consultation today. Plus, we’re happy to discuss our expertise in other areas. That way, you’re receiving the most comprehensive support possible.

Look into Google Ad Grants Training.

Even if you outsource work to a professional Google Grants manager, it never hurts to look into training. Google has plenty of free training resources that can help you optimize your Google Grant account and maximize ad performance. Not to mention, third-party sites also provide resources and advice based on their experience.

Here are some great resources that will help you get more out of your Google Grant account:

• Watch Google’s overview video about Google Ad Grants.
• Browse the Ad Grants Help Center, where you can explore Google’s support pages.
• Watch videos on and subscribe to the Google Ad Grants YouTube channel.
• Check out the informational resources on our up-to-date blog or work with our team of professionals.
• Ask other nonprofits questions on the Google Ad Grants Community Forum.
• Opt into “Customized Performance & Suggestions” and “Special Offers” emails to get tailored tips and invitations to events with Ad Grants team members.
• Explore the top FAQs about Google Ad Grants to see if the team has already answered a question you have.

There are plenty of resources available that you can leverage — it’s just a matter of finding them. If you have any unanswered questions about managing your Google Grant account, our team of professionals is here to help. Reach out and request a free consultation where we can discuss your needs.

Google Grant Optimization Checklist

Now that you’ve learned some helpful tips for optimization, it’s time to put them to use. So we’ve created a checklist to help narrow down the essentials to successful account optimization.

Use our checklist below to make sure you don’t overlook anything when optimizing your Google Grant account:

Account Structure

• Center campaigns around themes
• Include 3-5 ad groups per campaign
• Have 3-5 ads per ad group

Keywords

• Include approximately 25 keywords per ad group
• Choose keywords relevant to your mission
• No generic or single-word keywords
• Target keywords based on time and geography
• Separate branded and nonbranded keywords into different campaigns
• No keywords with quality scores below 3
• Use negative keywords to avoid ranking for those terms

Conversions

• Track conversions in Google Analytics
• Set up conversion goals in Google Analytics
• Track conversions that are meaningful to your organization
• Adjust ads based on which ones increase conversions

Ads

• Use keywords in the ad copy
• Include specific calls to action in the ad copy
• Highlight your mission
• Manually rotate your ads for new campaigns

Metrics

• Track meaningful conversions for your nonprofit
• Use A/B testing to determine what drives conversions and clicks
• Have at least 1 conversion per month
• Maintain a 5% CTR each month

Bidding

• Use manual bidding when possible
• If you set up automated bidding, select the Maximize Conversions option

Targeting

• Narrow down your target audience with geotargeting
• Pinpoint specific times when ads perform well with ad scheduling
• Adjust which devices your ads can be viewed on
• Link to other pages within your ads by using sitelinks
• Include additional plain text with callout extensions and structured snippets
• Include the cost of services with the price extension
• Display your address and phone number with the location and call extensions
• Capture leads with the lead form extension

Website Maintenance

• Ensure you own your nonprofit’s domain
• Include one focus per page
• No commercial activity that’s related to your mission
• Include ad keywords on your landing pages
• Create clear calls to action
• Ensure the site is mobile accessible

Partnering with a Google Ad Grants agency

• Google Grant applications
• Account hygiene
• Keyword research
• Account reactivation

Training Resources

• Google’s overview video about Google Ad Grants
• Ad Grants Help Center
• The Google Ad Grants YouTube channel
• Getting Attention’s blog
• Google Ad Grants Community Forum
• “Customized Performance & Suggestions” and “Special Offers” emails
• The top FAQs about Google Ad Grants

Getting accepted into the Google Ad Grants program is an exciting moment. Keeping up with the ins and outs of account management can be a challenge, but this streamlined checklist should help. Download a PDF version of this checklist for quick access in the future.

Final Thoughts on Optimizing A Google Grant Account

Optimizing a Google Grant account isn’t a one-and-done sort of deal. Rather, someone will need to actively manage your account, watch keyword data, refine your ads, and more. Otherwise, your account will underperform and may even be temporarily deactivated if it goes against Google’s regulations.

To start making the most of your account, implement the tips covered in this ultimate guide. If you’re seeking more assistance with optimizing your Google Ad Grant account, reach out to the team at Getting Attention to set up a free consultation today. We’re happy to discuss your needs so that you can get more out of the program each month.

In the meantime, explore the following additional resources to continue learning about Google Ad Grants:

• The Ultimate Guide to Marketing Grants for Nonprofits: This resource contains anything you need to know about marketing grants for nonprofits. The guide discusses everything from why marketing grants are important to how you can find them.
• Take Your Nonprofit Branding Strategy to the Next Level: This is a great place to start if you want to know more about nonprofit branding. This guide explains nonprofit branding and its key components and offers six branding best practices.
• Google Ad Grants for Nonprofits: Everything You Need to Know: Do you want to know more about Google Ad Grants? This comprehensive guide has everything from confirming your nonprofit’s eligibility to working with an agency.

Do you work for a nonprofit that strives to amplify a worthwhile cause and make the world a better place? If so, you need to know about Google Grants! This program is designed to empower eligible nonprofits to get the attention they deserve online in a financially practical way. By receiving a monthly grant of $10,000 to spend on Google Ads, your nonprofit can spike its web traffic via Google Search. But first, you need to meet the necessary Google Grants eligibility criteria.

While Google Grants are a valuable nonprofit resource, not all nonprofits are eligible to receive the funds. The process to determine your Google Grants eligibility can appear daunting, as can the next steps once you’ve figured out your organization is indeed eligible. That’s what this guide is here for! We’ll help you clear up any confusion or misconceptions surrounding the Google Grants eligibility verification process and the application process.

At Getting Attention, we devote our time to helping nonprofits just like yours secure Google Grants and strategize how they’ll allocate their funds. We’re constantly checking the Google Grants requirements, and we’re happy to help you understand exactly what you need to know. In this guide, we’re going to cover the following points to help your nonprofit verify its eligibility for the program:

1. What is the Google Grant?
2. Why are there Google Grants requirements?
3. Which nonprofits are eligible for Google Grants?
4. How do I start the Google Grants eligibility verification process?
5. Can my nonprofit lose its Google Grants eligibility status?
6. Are there experts that can verify my Google Grants eligibility?

Google Ad Grants are without a doubt one of the most beneficial marketing opportunities that nonprofits can leverage. Confirming your eligibility and then applying doesn’t have to be complicated.

Continue reading and we’ll give more program details, help you determine your nonprofit’s eligibility, and provide some information about the application process.

1. What is the Google Grant?

Google Grants (also called Ad Grants and AdWords Grants) is a Google-sponsored marketing grant program that awards eligible nonprofits with $10,000 in Ad credits each month. These funds can be used to bid on different cause-related keywords. When allocated effectively, these credits provide nonprofits with a free way to advertise their most important pages at the top of Google search results.

For instance, let’s say you’re a philanthropic individual with a strong passion for ending elephant endangerment. In this case, you might visit Google and search a query like “end elephant endangerment” or “save the elephants”. A wildlife rescue charity or world conservation organization might use their Google Ad Grant to bid on these terms and direct you toward their donation page or ‘Involvement’ page.

Unlike most nonprofit grant programs, the Google Grants program is not constrained by available funds. In other words, all nonprofits with Google Grants eligibility can receive the $10,000 per month — there is no limit to the number of nonprofits who can participate.

What does free advertising on the world’s largest and most popular search engine mean for your nonprofit? When you confirm your Google Ad Grants eligibility, you’ll have:

• Increased digital visibility and reach
• More interactions with your nonprofit’s website, particularly with your most important content
• Free and amplified promotion to potential donors, volunteers, advocates, and other supporters
• Complimentary analytics to determine your campaigns’ performance
• The ability to market multiple digital campaigns at once
• The potential to increase conversions, including online donations, event registrations, volunteer sign-ups, advocacy participation, and more

Each of these six benefits comes together to drive more awareness for your nonprofit, and in turn, garner more donations (or whatever your conversion goals are). All you have to do is confirm you’re eligible, apply for the program, and start creating your campaigns.

2. Why are there Google Grants requirements?

When it comes to corporate philanthropy programs, companies aim to support organizations whose missions align with theirs. After all, their name is attached to however the nonprofit spends those funds. That’s why — just like for any other grant — there’s a handful of Google Grants eligibility rules you must meet.

While you might not have to compete for the funds, Google still wants to make sure you’re promoting a trustworthy cause and exercising proper security precautions. Otherwise, one of the following situations might occur:

• Untrustworthy groups might gain access to the program and trick unsuspecting users into compromising sensitive information, like their credit card details or home address.
• An organization, even if it’s pursuing a worthwhile cause, might not meet the minimum site security requirements, so if someone donates or signs up to volunteer, any of the information they provide can be intercepted by a hacker.
• The organization doesn’t have any content on its website that would be valuable to users. It’d be awfully difficult to provide users with what they’re looking for when they search certain terms on Google, resulting in unfulfilled users and a poor experience overall.

In any of these scenarios, the outcomes will ultimately taint Google’s reputation and result in unhappy users. In short, the Google Grants eligibility requirements exist to ensure that the program delivers value to users, nonprofit participants, charitable beneficiaries, and Google itself.

3. Which nonprofits are eligible for Google Grants?

Luckily, Google is very straightforward in the standards it requires nonprofits to meet. Bear in mind that exact Google Grants requirements vary from country to country, but they generally follow the same structure. To be eligible for the program, your nonprofit must:

• Hold current and valid charity status in your country. In the U.S., that means being registered as a 501(c)(3) organization with the IRS.
• Be registered with TechSoup and Google for Nonprofits. If you’re not already registered, we’ll walk you through both of these processes later on. (Or, you can check out our Google Grants application guide!)
• Agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
• Have a functioning website that features a substantial amount of valuable content. Read on to learn more about the website quality requirements.

To help you better understand these requirements, let’s walk through some of the main categories that Google will look at when determining a nonprofit’s Google Grants eligibility:

1. Type of Nonprofit Organization

Not every nonprofit will be awarded a Google Grant. For instance, we mentioned that in the U.S., only 501(c)(3) nonprofits are eligible. 501(c)(3) means the Internal Revenue Service recognizes the nonprofit as an official charitable organization and thus exempts it from any federal tax obligations.

A nonprofit’s specific industry matters, too. While the Google Grants program is an excellent way to bolster your online presence, the following three sectors are ineligible to participate:

• Government: Government-affiliated organizations and entities
• Healthcare: Hospitals and other healthcare organizations
• Education: Schools, academic institutions, and universities

It’s important to note that these eligibility requirements are specific to Google Ad Grants. There are other programs offered by Google, such as Google for Education, which offers support to educational institutions and is designed for different purposes.

2. Website Quality

In its official Website Policy for nonprofits, Google also looks at the attributes and quality of a nonprofit’s website to determine the organization’s Google Grants eligibility. This is because the advertisements purchased via Google Grants will send search engine users to the nonprofit’s website, and Google doesn’t want to direct people to ineffective content. This will negatively impact the user experience and lead to unfulfilled search intent.

When evaluating a website, Google looks for:

• An owned website: Your organization must own the domain that a Google Ad would direct users to when they click on it.
• A clear and detailed description of the organization, its mission, and its activities: There should be no mystery as to what your nonprofit does and stands for.
• Unique website content: Materials on your site should be exclusive to your nonprofit and not found elsewhere on the internet.
• No broken links: Broken links no longer direct to their previously intended destination. If someone clicks a broken link, it will lead them to a 404 error page. Avoid this by constantly checking your linked materials and updating them as necessary (such as implementing a redirect to a relevant piece of content).
• Sufficient loading time: There are many factors that contribute to slow loading time, and therefore many ways it can be avoided. For instance, opt for smaller and compressed images as opposed to larger ones to keep your site running quickly.
• HTTPS security: An HTTPS-secured website is encrypted and therefore offers users greater protection and privacy during their browsing.
• Noncommercial in nature: Your website must serve the general public, not just those who provide financial contributions. Commercial activity (e.g. product sales, consultation offers, lead generations, etc.) should not be the sole purpose of your website. If anything commercial appears on your website, you must clearly describe how it supports your mission. In certain cases, you must provide an annual report detailing how your organization used the commercially-obtained funds.
• Limited advertisements: All ads must be relevant to your mission and not obtrusive to site users.

In short, your website simply needs to be high quality. While all these Google Grants eligibility requirements might seem daunting, a well-maintained website will already meet many of these qualifications without needing substantial updates.

3. Compliance With Program Policies

To become Google Grants eligible and remain so, your nonprofit must comply with various program policies set by Google.

This includes following the Google Ad Grants terms and conditions, standard Google Ads policies, Google’s general terms and conditions, and account management policies. Some of these policies include:

• Not using ads, keywords, or landing page destinations that promote hatred, intolerance, discrimination, or violence.
• Not abusing the ad network. In other words, you cannot run ads, content, or destinations that attempt to trick the ad review processes.
• Handling collected data with care, including information like full names, email addresses, mailing addresses, phone numbers, sexual orientation, race or ethnicity, and so on.

If you’re unsure if your organization qualifies for the program, reach out to a professional who can verify your eligibility and keep up with compliance standards for you. As we’ll explore later, experts (like the team here at Getting Attention) dedicate their time to learning and staying up-to-date on Google Grants eligibility and compliance rules. That way, you can rest assured that you’ll become and remain eligible!

Takeaway: Google has quite a few eligibility requirements your organization must meet to qualify for the Google Grants program. However, the benefit of amplifying your mission is well worth the time you’ll spend checking into your Google Grants eligibility!

4. How do I start the Google Grants eligibility verification process?

So, you’ve determined your organization’s Google Grants eligibility. Great! What’s next? It’s time to start the verification process where you set up the relevant accounts and actually fill out the program’s application.

Luckily, the application process is the easiest part of managing your Google Grant account. So long as you’ve got everything squared away with your eligibility, you can start moving through the process as soon as you’re ready.

Here are three easy steps you’ll need to follow to be awarded eligibility into the program:

1. Register with TechSoup. If you haven’t already, you need to authenticate your nonprofit through TechSoup. TechSoup works with companies (like Google) to provide nonprofits with discounted and free software, hardware, and services to help streamline their work. Verification typically takes anywhere from 2-14 business days, so be sure to factor this step into your timeline. Once you’re officially registered, they’ll give you a validation token that you’ll need to provide to Google.
2. Sign up for a Google for Nonprofits account. To access Google Ad Grants, your nonprofit needs a Google for Nonprofits account. It’s a straightforward application process that involves providing your tax identification number, non-discrimination policies, and general contact and organization information. Plus, this account offers many other tools that your organization can take advantage of (like Google Workspace and the YouTube Nonprofit Program). While straightforward, this process could take several days. It’s best to get started as soon as possible.
3. Apply for the Google Grant. Once your Google for Nonprofits application is approved, you can apply for the Google Ad Grants program. This is a multi-step process that includes: (1) signing into your Google for Nonprofits account, (2) clicking Activate under Google Ad Grants, (3) filling out the eligibility form, (4) returning to Google for Nonprofits, and (5) submitting your account for review.

Bear in mind that this process will take a bit of time since both TechSoup and Google will have to manually review your applications and confirm your accounts, so it’s best to start sooner rather than later. Otherwise, that’s it! In just three simple steps, you can be up and running with Google Ad Grants. From here, you can create your Google Ads account and configure your campaigns to best suit your goals.

If this process seems a bit overwhelming, relax! Getting Attention specializes in helping nonprofits apply for Google Ad Grants, so reach out today for a free consultation! We’ll confirm your eligibility and help you walk through each of the steps above.

5. Can my nonprofit lose its Google Grant eligibility status?

Yes, your nonprofit can absolutely lose its Google Grants eligibility! If your nonprofit doesn’t maintain compliance with the program’s policies, their team will revoke your eligibility and suspend your account. To avoid that outcome, abide by the following best practices: 

• Maintain an active account. Google wants to see that you’re making good use of the grant, so log in at least once a month and update your account at least every 90 days.
• Target ads in a relevant way to a specific region. Make a recognizable effort to target your desired audience by both topic and region. You want your ads to accurately reflect your nonprofit’s mission as well as reach who your mission is relevant to.
• Evaluate keywords monthly. Check your keywords often to see what’s working and what’s not. Based on your evaluation, restrategize as necessary. Additionally, there are a few keyword rules to keep in mind. For example, no single keywords, overly generic keywords, or keywords with a quality score of 1 or 2 are permitted.
• Maintain a 5% click-through rate (CTR). Failing to meet 5% CTR for two consecutive months can result in account deactivation.

When Google first established the program around 20 years ago, there weren’t any formal compliance requirements in place. This often led to nonprofits advertising unhelpful content on their website and targeting the wrong keywords that didn’t align with the searcher’s intent, thus connecting them with unqualified prospects. Nonprofits were more focused on spending as much of the grant money as possible to increase their search visibility, rather than connecting with likely prospects.  This decreased the value of the program and probably impacted users’ satisfaction when their Google searches led to irrelevant content.

Thus, the official google Grant compliance rules were officially launched in 2018! These rules weren’t intended to exclude organizations from participating. Rather, they were created to help nonprofits develop thoughtful strategies and leverage the grant money to drive meaningful conversions.

Luckily, Google provides a number of resources to help you meet these Google Grants requirements. For example, to improve CTR, you can pause generic and high impression, low CTR keywords. You can also ensure geotargeting is set for each campaign. Don’t worry about having to figure it all out on your own — Google is here to help and so are dedicated experts like Getting Attention!

If you’ve lost your Google Grants eligibility, don’t stress about it too much yet. Google has a clear process for requesting account reactivation, and they’ll often tell you how you went against the account requirements. You can partner with a Google Grants consultant to work through the reactivation process.

6. Are there experts that can verify my Google Grants eligibility?

We know this is a lot of information to take in. Don’t worry, though— you don’t have to navigate Google Grants alone. There are professionals out there who can help you leverage the funding to its fullest potential, starting with confirming your Google Grants eligibility!

Oftentimes, nonprofits will look to traditional marketing agencies for their Google Grants needs. However, the Google Grants program is not the same as standard Google Ads. It’s best to look for agencies that specialize in Google Grants.

For example, Getting Attention is qualified to help you every step of the way. Here are just a few of the many services we can offer your nonprofit throughout your Google Grants journey:

• Google Grant Application: Our experts can complete the application for you efficiently and effectively, pledging a high success rate for your nonprofit’s acceptance. We’ll check your Google Grants eligibility first and walk through the essential steps so that your account gets approved on the first try!
• Google Grant Hygiene: While you focus on your nonprofit’s mission, we’ll take care of maintaining your campaign data, tracking conversions, and conducting tests to see which ads inspire conversions.
• Google Grant Reactivation: If your account is ever suspended, we can help get your account back up and running in no time.
• Keyword Research: The key to a successful Google Grants campaign is choosing the perfect terms to target. Our research team can do the heavy lifting to make sure you’re using the most relevant and effective keywords for your nonprofit.
• Grant Management: We’ll help you allocate your funds strategically and ensure you comply with all program rules. We’ll strive to keep your strategy fresh and your pipeline full by taking note of potentially valuable opportunities based on our findings.

Our goal is to meet and beat your expectations with Google Ad Grants. As you can see, confirming your eligibility and maintaining compliance are just one part of that.

If you’re interested in learning more, we’re happy to chat with you about your Google Grant needs. Request a free consultation today, and we’ll get to work on shaping up your Google Ad Grants strategy.

Wrapping Up

From improving the quality of your website to working with a specialized agency, we’ve covered the ins and outs of the Google Grants eligibility requirements. Hopefully, you’re now able to assess your own nonprofit’s eligibility and get started on the application process. If not, our team is always here to help!

Remember, confirming your eligibility is only the beginning! There’s so much to learn when it comes to managing a Google Ad Grants account, and the possibilities for inspiring new prospects through the program are endless.

If you’re interested in learning more about effective account management, review the following resources to help you take your nonprofit to the next level and meet your mission goals through Google Ad Grants:

• How to Optimize a Google Grant Account: 7 Top Tips. Once you’ve been awarded access to the program, configure powerful campaigns with the tips we share in this guide!
• Google Grants Agency: How To Hire an Expert & Our 5 Choices. If you’re thinking about outsourcing Google Grants eligibility confirmation and account management to a professional, make sure to check out this guide from Re:Charity first.
• Why Are Google Ad Grants Confusing? And How to Simplify Them. There’s certainly a lot you need to know to leverage Google Ad Grants effectively. If you’re confused by the program, this guide offers some helpful advice.

 

Google Ad Grants are an incredible marketing and fundraising opportunity rolled into one. Created in 2003, the program was designed to help nonprofits amplify their most important content and effectively reach larger pools of donors, volunteers, and advocates.

By equipping eligible organizations with $10,000 in ad credits per month to reach out to supporters online, the Google Ad Grant program enables nonprofits across the world to see a phenomenal increase in website activity and digital conversions. 

Even though the program has been around for almost two decades now, there are still plenty of nonprofits out there that aren’t taking advantage of this powerful program. However, if your nonprofit wants to thrive in this modern space and ensure its website reaches the right audience to push your mission forward, starting with Google Ad Grants will establish a secure and dependable marketing foundation in which your organization can grow.

Chances are, you fall into one of three areas: you already have an account but need help leveraging all of its capabilities, your account has started to lag and you want to reinvigorate it, or you don’t have an account at all. Whatever your situation may be, you’re in the right place! This ultimate guide to Google Ad Grants for nonprofits will teach you about:

• The Basics of Google Ad Grants
• The Benefits Of Google Ad Grants For Nonprofits
• Google Ad Grant Eligibility Requirements
• How To Apply for the Google Ad Grants Program
• Tips For Effective Google Ad Grants Management
• Maintaining Your Google Ad Grants Account
• Working With A Google Ad Grants Agency

Here at Getting Attention, we specialize in Google Ad Grant management in hopes of empowering nonprofits to take full advantage of the program. We dedicate our time to learning the rules of the program and the latest best practices for maximizing ad campaigns. That way, our nonprofit partners can amplify their work and connect with a larger pool of motivated prospects.

Without further ado, let’s dive in!

Google Ad Grants for Nonprofits: The Basics

Before deciding if Google Ad Grants are a smart investment of your time, make sure you have a solid grasp of the fundamentals, starting with what Google Ads are. That way, you can get a sense of how the program will fit into your current strategic goals.

What Are Google Ads?

Google Ads (formerly known as Google AdWords and Google AdWords Express) is a digital marketing solution that businesses and nonprofits use to promote their products, services, and other marketing content to web users. The platform strategically places ads on search engine results pages (like Google’s) as well as on other websites. The program allows advertisers to choose specific goals for their ads, such as increasing website visits or phone calls.

For example, when you look up a term or question on Google — like “ocean conservation” — you’ll get tons of results for educational articles and news stories. Along with these results, you’ll also run into advertisements that promote content from nonprofits that are dedicated to supporting this cause. Some of these are donation pages, whereas others are service pages that explain the organization’s work.

While Google Ads are similar to Google Ad Grants, they are also very different. There are stricter guidelines to be a part of the Google Ad Grants program. Additionally, Google Ads participants have to pay a fee per ad click instead of using a fund each month.

What Are Google Ad Grants?

The Google Ad Grants program gives eligible nonprofits $10,000 in free advertising credits every month. Organizations can use their grant money to bid on different keywords and promote specific pages on their website through text-based ads. Most often, these pages include donation pages, service pages, and educational content that align with the search term. So long as the organization complies with the program’s rules, the grant will automatically reactivate each month.

The overall goal of the program is to enable organizations to increase awareness of their causes in an effort to make a greater impact on the world. Think of it as your secret weapon for spreading awareness for your cause, expanding your donor and volunteer network, sharing essential updates with your supporters, and ranking higher on Google.

Bottom line: If you’re looking to increase marketing for your charitable organization, Google Ad Grants will allow you to do so without spending a single penny.

Are Google Ad Grants Free for nonprofits?

Yes, participating in the Google Ad Grants program is entirely free to eligible organizations! All you have to do is meet the program’s eligibility criteria, apply, set up campaigns that align with the keyword requirements, and keep your account compliant on an ongoing basis.

While entirely free, creating and maintaining your account will take substantial time and effort. To truly be successful, you’ll need to either devote a staff member’s time to managing your ad campaigns OR outsource the work to a Google Ad Grants agency. We recommend turning to an agency that will handle the application process, ad campaign creation, account hygiene, and ongoing compliance. That way, you can sit back and focus on how you’ll engage the new prospects who find you through your ads.

Potential Use Cases For Google Ad Grants

The Google Ad Grant program is about much more than driving traffic to your website. When you think critically about the pages you want to promote, you can create carefully-targeted ads that promote your events, inform people about your cause, and recruit passionate supporters to power your mission.

Nonprofits commonly leverage Google Ad Grants to:

• Inform and educate the public by promoting educational content.
• Increase the visibility of their upcoming events like webinars, conferences, and 5Ks.
• Share volunteer registration forms and other volunteer-related content to boost recruitment.
• Promote advocacy activities like online petitions.
• Share donation and sponsorship opportunities to increase funding.
• Provide information about any of the organization’s services.

There’s a wide range of content you can promote with Google Ad Grants. Just think carefully about how the pages you choose to amplify will support your nonprofit’s goals.

The Benefits of Google Ad Grants for Nonprofits

If your nonprofit has a website and is active in the online space, applying for a Google Ad Grant is the next natural step for your marketing strategy. After all, current and prospective supporters are likely already looking up relevant topics about your mission.

While free funding and connecting with new supporters is certainly a plus, what are the specific benefits that the Google Ad Grant program offers? Let’s take a dive into a few advantages that nonprofits experience when they invest time into Google Ad Grants.

Boost Site Engagement.

You spend time creating valuable content on your nonprofit’s website. Naturally, you want people to see the most important content that also aligns with their goals. Google Ad Grants allow you to direct readers to the pages that they’ll find most valuable, thus improving the user experience.

By analyzing the search intent for different search terms, you can pinpoint what content they’ll find most valuable. For instance, someone who searches “animal shelter volunteering” will obviously be a strong prospect for your volunteer program. In that case, you’d want to use your Google Ad Grant money to promote your site’s ‘Volunteer’ page where they can explore upcoming volunteer events.

Increase Online Conversions.

The goal of Google Ad Grants is to amplify your cause on a larger scale and inspire more people to get involved with your cause. For data-focused nonprofits, this can be translated into tracking conversions. You can create and promote forms and pages that help you boost conversions for different activities.

You’ll be able to increase online conversions like:

• Event registrations and ticket sales
• Donations
• Volunteer registrations
• Online petitions
• Email list signups

Whether you’re focused on becoming well-known in the event space or inciting political change, Google Ad Grants can get you there. As we mentioned, think through the specific pages you promote and how they’ll help you meet your conversion goals.

Enhance Supporter Communications.

If you work in mission-driven marketing, you know your organization faces the ongoing challenge of increasing email open rates, boosting social media interactions, and generally keeping your supporters informed. This inhibits your ability to spread the word about important initiatives and share crucial updates regarding your work.

Google Ad Grants are a natural addition to your communication strategies. While they certainly don’t replace your need to email and call supporters, they can help increase your visibility online.

Learn What Inspires Supporters.

When you leverage Google Ad Grants, you’ll be able to track campaign performance through Google Analytics, view the exact actions users take once they enter your site, and draw conclusions about what inspires them to get involved.

Google Analytics will provide you with in-depth data regarding your campaigns’ performance, user engagement, and website interactions. In turn, you can optimize your site’s content to effectively inspire more users to engage with your cause.

You Don’t Have to Compete for Funds.

One of the best parts of the Google Ad Grants program is that it’s not like a traditional grant where there is only a limited amount of money to give to one or a select few organizations.

With traditional grants, eligible organizations must compete for the money, and whichever organizations demonstrate the highest need for funding are most likely to win the grant. With Google Ad Grants, there’s no competition to win the grant money. Rather, any organization that meets the program’s requirements will be awarded $10,000 in ad credits each month.

Google Ad Grant Eligibility Requirements

Considering that $10,000 per month is a sizeable contribution, Google requires that nonprofits meet several requirements in order to be deemed eligible for the program. We have an entire article that walks through the program’s eligibility requirements, but let’s walk through the highlights, as well as which organizations shouldn’t invest their time into the program.

What Do Nonprofits Need To Be Eligible?

To qualify for Google Ad Grants, nonprofits must meet a set of rigorous standards. It’s important to note that the program is available in over 50 countries, with each having its own requirements. For the sake of simplicity, we’ll primarily discuss the eligibility requirements for organizations in the United States.

Here are the following requirements that U.S.-based nonprofits must meet:

• Hold current and valid charity status. You must have a current 501(c)(3) status, meaning that the IRS recognizes you as an official charitable organization and exempts you from tax obligations.
• Acknowledge and agree to the Google Ad Grants program’s required certifications regarding how to receive and use donations obtained from the grant. You must also agree to the Google for Nonprofits and Google Ads terms of service.
• Have a functioning website that provides valuable content regarding your nonprofit and mission. Any pages you promote through Google Ad Grants will live on your nonprofit’s website. As part of their standard eligibility check, Google requires that you own the domain, include unique website content, and feature a detailed description of your organization’s mission and activities. These are just a few of their website quality guidelines.
• Have an SSL certificate. SSL stands for Secure Sockets Layer and is a security protocol between a web server and browser. This will look like a lock icon in the navigation bar in Google Chrome. If there is no lock and you see the words “not secure” next to your website’s URL, it means SSL is not installed or there is another issue.

If your nonprofit organization has a solid foundation in the digital space, it doesn’t take much to be eligible for the Google Ad Grant. However, there are also Google Ad Grant agencies that can help with the process and make sure you comply with Google’s requirements and have an optimized website.

What Organizations Are Not Eligible for Google Ad Grants?

While the Google Ad Grants program is widely available to many charitable organizations that want to reap its benefits, there are a couple of exceptions.

These are the types of organizations that are not eligible to apply and use Google Ad Grants:

1. Government: All government-affiliated entities and organizations
2. Healthcare: All hospitals and medical groups
3. Education: All schools, childcare centers, academic institutions, and universities — However, the philanthropic arms of educational organizations are eligible!

We’d like to note that Google does have a similar grant program for educational institutions, so if this is applicable to your situation we recommend checking it out.

Who Should Apply for Google Ad Grants?

Many small nonprofits wonder if they should apply for the Google Ad Grants program — will it genuinely help them? The general answer is yes!

The Google Ad Grants program was designed for any organization to promote its worthwhile mission, regardless of its size. However, while all nonprofits are encouraged to apply for Google Ad Grants, that doesn’t mean every organization will find it beneficial to their mission.

The Google Grant is especially helpful for organizations that have extremely relevant missions and topics — meaning many people are searching for it online — and have an established website with content that reflects and supports those topics. 

So, the main factors to bear in mind when determining the potential value of Google Ad Grants for your organization include:

• How many people are searching for the topics that are central to your organization’s mission
• Whether your website has valuable content that addresses those topics

If so, then the Google Ad Grant can be very beneficial. It doesn’t matter if your nonprofit is just getting started or if your work already spans across multiple countries. Many small nonprofits have valuable website content that effectively serves their audience and promotes their mission— making them the perfect Google Ad Grants candidate.

In fact, the Google Ad Grant program gives smaller nonprofits an even playing field compared to other larger organizations. If your organization is eligible and has an established web presence, we fully recommended applying.

However, bear in mind that the program is a big undertaking. It requires more than a set-it-and-forget-it approach. Consider outsourcing the work to a dedicated agency that can apply for you, create your ad campaigns, and make sure you continue complying with all Google Ad Grant rules.

How To Apply for the Google Ad Grants Program

Getting accepted into the Google Ad Grants program isn’t as complicated as it may seem. However, there are a couple of essential steps that must be followed if you want to be deemed eligible and attain the program’s benefits.

To apply for the Google Ad Grants program, here are the basics steps you’ll need to follow:

1. Register Your Nonprofit with TechSoup.

So you’ve determined that your nonprofit is eligible for the program — great! The next step is to register and validate your organization with TechSoup.org. TechSoup is a nonprofit that partners with corporations (like Google) to help provide technology and other resources to nonprofits at discounted rates.

To join TechSoup, you’ll need to:

1. Visit the TechSoup registration page to sign up for an account.
2. Choose your preferred language and the country in which your organization operates.
3. Click ‘New Member’, register, and agree to the terms.

Once they verify your organization, they’ll provide you with a validation token that you’ll need to provide to Google, which brings us to our next step.

2. Enroll in Google for Nonprofits.

If you want to apply for the Google Ad Grants program, it’s essential that you have an active Google for Nonprofits account first. If you already do, you can skip to Step 4. Otherwise, the application is available through Google for Nonprofits.

With a Google for Nonprofits account (for U.S. organizations), you can have access to Google Ad Grants along with these additional services:

• Google Workspace for Nonprofits which includes free access to Google’s apps like Gmail, Docs, Calendar, and Meet
• YouTube Nonprofit Program which provides you with special features on YouTube, like a donate button
• Google Earth and Maps which helps users locate community programs and resources in their area

To enroll in Google for Nonprofits, you’ll need to provide your tax ID number, contact information, and TechSoup validation code. Bear in mind that it can take several months to get approved, so it’s best to get started as soon as possible.

3. Ensure Google Analytics Is Installed.

While Google Analytics is essential for your own data tracking purposes, it’s also a requirement that all websites need to have prior to applying for Google Ad Grants.

We recommend installing Google Tag Manager on your website and setting up some conversion tracking goals for your site. These goals should be valuable actions that you want your audience to complete while on your site, like making an online gift.

These goals can guide your analytic strategies and help determine the content or pages that will best appeal to users and inspire them to complete that goal. Plus, this will allow you to effectively track your Google Ad Grant campaigns and tweak them as needed.

4. Submit Your Website and Account to the Google Ad Grants Team for Review.

After your Google for Nonprofits account is approved, you’re ready to apply for the Google Ad Grants program! As part of the process, you’ll need to submit your website for review to the Google Ad Grants team. They’ll certify whether you’re eligible by determining if your web presence and content are ready.

From here, Google will review your account and respond with further instructions, typically within 3 business days. Once you’re approved, you can then start building out a basic Google Ads account, and then submit that for review as well.

When you apply, you’ll be given the choice of a “Smart Campaign” or a “Classic” Google Ads account. To gain access to the full suite of tools and options, make sure you apply for the “Classic” account as the “Smart Campaign” is a much more basic version of Google Ad Grants.

Bonus: If you want to dive further into the process, check out our ultimate guide to Google Ad Grants applications, where we explain each of these steps in more detail.

Tips for Effective Google Ad Grants Management

Once you’re approved for Google Ad Grants and receive your funds, it’s now a matter of developing powerful ad campaigns that target the right terms your prospects are searching for online. The program won’t drive any value unless you develop a foolproof Google Ad Grants management strategy that allows you to turn the traffic you generate into a foundation of lifelong support. Let’s explore five easy ways you can make the most of the program.

1. Develop Valuable and Promotable Website Content.

If you want your Google Ad Grants account to be successful and provide value to your supporters, you need to have valuable website content that will inspire your audience to take action. Otherwise, all the leads you generate will likely turn to other websites that provide the information they’re looking for.

Look at your website pages and make sure that they have:

• A high search volume topic. Sometimes you’re prioritizing content on a topic that very few people search for. A dedicated blog post that summarizes a volunteer event likely won’t get as much traffic as more educational informational content that answers the most common questions about your mission and work. To get a better idea of the terms and topics your audience is actively seeking out, check out Google Trends or other search engine optimization (SEO) tools like Moz.
• One single focus. A common problem that nonprofits run into is not having enough dedicated content on important topics. Don’t lump your most searched questions into one page. The important big topics should all have their own page or blog post on your website.
• Enough content. Don’t make a different page for each topic just for the sake of doing so. Google won’t respond positively to a page with just a couple of sentences on it. Taking the time to develop researched and comprehensive pages will not only perform better with your Google Ad Grants campaigns, but it’ll increase your organic search engine rankings as well.
• Effective calls to action. When someone lands on these well-developed and valuable website pages, they should know the exact next step you want them to take. From filling out a form to signing up for text alerts, make this next step clear with a strategically-placed call to action in the form of a prominent button or link.
• Mobile responsiveness. Around half of all nonprofit website traffic comes from mobile devices. Ensuring that your content is mobile-accessible will encourage users to stay on the site and continue exploring your content. Otherwise, they may have to pinch and zoom or rotate their devices to effectively interact with your site. Not to mention, Google also uses this as a ranking factor for organic traffic (AKA the traffic you receive from sources other than ads).

Valuable and promotable website content is not only critical to getting your account approved, but it also ensures that the Google Ad Grants program actually helps you gain meaningful conversions.

2. Measure Campaign Performance.

Google Ad Grants aren’t just about spending $10,000 a month — they’re about making meaningful and valuable conversions. Upkeep is vital to the success of your campaign performance. Similar to many tools, it all depends on your ability to monitor (and translate) performance data, then make adjustments as needed.

Managing your Google Ad campaigns can be simple, but you do need to set up conversion tracking and data analytics in order to do so successfully. The best part is, you already have Google Analytics installed on your website— so use it! It’s important that you set up one or more “Goals” within Google Analytics so you can track valuable actions on your website.

To determine the best goals to track, explore your website and note the actions that you want users to take the most to push your mission forward.  Common goals include:

• Making an online donation
• Registering to volunteer
• Signing up for your email list
• Submitting a contact form
• Signing an online petition

Don’t forget to first set up conversion tracking for each of these actions using Google Analytics. Once you’ve set up conversions for each key action that you want to track within Analytics, you can then use them in your Google Ads.

Because your grant ill renew monthly, monitoring performance on an ongoing basis is key to ensuring your nonprofit continues to comply with all Google Ad Grant rules and standards.

3. Undertsand Your Audience.

Google Ads provides you with several options on who to show ads to and when. That’s why you should take the time to define your target audience for each of your campaigns and the keywords you want to target. Then, you can leverage this information and configure your campaign settings accordingly to ensure ads show up for the intended audience.

Thorough keyword research also allows you to shape your content to meet users’ needs and make them more likely to convert. By understanding what your audience is searching for when Googling different terms, you can adjust your ads so that they’re more likely to show up whenever they’re searching online.

Further, you can use negative keywords to indicate which audiences you don’t want your ads shown to. Over time, you can monitor the search queries that lead people to your site and determine which terms aren’t related to your organization. This will allow you to continue refining your list of negative keywords and only show your ads to those who will be interested.

4. Use Google Ad Grants in Conjunction With Other Marketing Efforts.

Google Ad Grants are a great addition to your nonprofit’s overall fundraising and communications strategy. You can leverage Google Ad Grants to drive people to sign up for your mailing list, follow your social media accounts, or sign up to receive texts from your nonprofit.

Not to mention, you’ll gather a lot of useful data through your Google Ad Grants campaigns, which will be applicable to the other advertising methods. Google Analytics will empower you to learn about the users’ demographics, what content they engage with, and other important insights about your site visitors.

Don’t forget that by applying for Google for Nonprofits, you also have access to a suite of other specialized marketing tools designed to amplify your cause. For instance, the YouTube Nonprofit Program allows you to fundraise on YouTube and ultimately unlock the power of visual storytelling through tailored lessons.

5. Focus on Quality Over Quantity.

While this may come as a surprise, the majority of nonprofits using Google Ad Grants actually do not spend the full $10,000. This could be for many reasons, like:

• Difficulty in management — Not every nonprofit has the resources and support to maintain multiple marketing campaigns, with a large chunk of money not being spent or put to use.
• Lack of high-quality online content — If your Google Ads aren’t performing well, it might be because your website and other online content are not meeting the needs of your audience.

However, just because you don’t spend $10,000 a month doesn’t mean you don’t have a fully functioning and successful Google Ads account. For instance, perhaps your audience is just narrow. If you’re promoting ads in one specific city, you don’t need to spend the full amount of money to target the audience you need.

Bottom line: It’s way more important to focus on the quality of your visitors and the number of online conversions than just maxing out your monetary quota.

Maintaining Your Google Ad Grants Account

Once your Google Ad Grants account is up and running, your work isn’t quite done. You still need to allocate your $10,000 smartly, figure out which keywords to target in your campaigns, and track those campaigns.

Here is how you can develop a healthy Google Ad Grant account:

• Run 3-5+ campaigns. Too few campaigns won’t cast a wide enough net, whereas too many campaigns will become difficult to manage. Choose your campaigns based on the content and opportunities you want to advertise. For instance, one campaign might promote educational content related to your mission, while another promotes your volunteer opportunities page.
• Focus each ad group on a central topic. The ad groups within your campaigns should be specific to your cause. Within each ad group, you’ll have a cluster of related keywords and ads that target an array of related phrases. For instance, let’s say your organization provides at-risk youth with mentoring services, in which case your Volunteer ad group might include keywords like: volunteer to teach kids, mentoring opportunities for underprivileged youth, teach underprivileged kids, and so on.
• Use a liberal amount of ad extensions. This is a key way to expand your ads with additional information and provide people with more reasons to click your online content. For instance, callout extensions will enable you to add short bullet point phrases beneath your ads to emphasize key information. Sitelink extensions enable you to append links to other pages on your website, and call extensions will enable mobile users to call your organization by tapping a button.

These tips are easier said than implemented, especially when fundraising leaders already have to juggle so many different tasks. In particular, managing the full $10,000 a month can be challenging, in which case you might consider outsourcing account maintenance to a professional agency.

Google Ad Grant Rules To Maintain Compliance

Ongoing compliance is an essential part of effectively managing your Google Ad Grants account. In fact, not complying with the Google Ad Grants policies will lead to your entire account being suspended.

While visiting the official compliance page will be your best bet to up-to-date policies, here are the most important requirements to remember as you develop your campaigns:

• Do not use single-word keywords unless it is one of the approved exceptions.
• Avoid overly generic keywords that don’t indicate the intent of the person searching, for example: ‘“free videos”, “e-books,” or “today’s news”.
• Ensure your keyword quality has a score higher than 1 or 2. You can determine keyword quality with expected clickthrough rate, ad relevance, and landing page experience.
• Maintain a 5% clickthrough rate (CTR) each month. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
• Have valid conversion tracking set up through Google Analytics and Google Tag Manager.
• Have at least 2 ads per ad group, with at least 2 ad groups per campaign.
• Have at least 2 sitelink ad extensions.
• Respond to the annual program survey sent to the login email addresses on each Ad Grants account.

We highly recommend that you frequently check (even bookmark!) the Google Ad Grants compliance page to keep up-to-date, as the rules sometimes do change. If you have any questions, your best bet is to rely on a dedicated Google Ad Grants agency that spends its time familiarizing itself with the program rules.

Reasons Your Account Might Be Suspended

By now, you should understand that your Google Ad Grant will renew monthly if you maintain compliance. If you don’t intentionally maintain compliance, you risk getting your account suspended.

Beyond the basic compliance rules we just walked through, here are the most common reasons that your Google Ad Grant account could be suspended:

• Losing your 501(c)(3) status
• Failing to meet the eligibility criteria
• Abusing the ad network
• Needing to reverify your account and failing to do so
• Repeatedly violating the program’s terms and policies
• Misrepresenting your organization

Similar to maintaining compliance, a Google Ad Grants consultant can help you get back up and running in the event that your account gets suspended. For instance, the experts here at Getting Attention offer reactivation services, where we work with Google to resolve any issues with your account.

Working With a Google Ad Grants Agency

Google Ad Grants management is a full-time job. Oftentimes, nonprofits will turn to professional consulting agencies to manage their Google Ad Grants accounts. With as many compliance rules in place, that’s the best approach you can take!

You might be tempted to turn to a traditional marketing agency to handle your account. However, this is actually not the best approach. Traditional nonprofit marketing agencies don’t specialize in Google Ad Grants. Instead, they offer it alongside other services.

You’ll want to invest in an agency that devotes its time solely to Google Ad Grants. These professionals know what it takes to meet eligibility requirements, select the right keywords for your cause, write ads to appear in search results, and continually monitor campaign performance.

Ultimately, the price you pay to outsource the work to a professional will pale in comparison to the $10,000 you’ll receive in free funding. Not to mention, you’ll also generate revenue from your ad campaigns as well!

Getting Attention’s Approach to Google Ad Grant Management

Here at Getting Attention, we specialize in Google Ad Grant management, with the intention of handling every aspect of the process for you. We’re prepared to help you every step of the way, no matter if you’re learning about the program for the first time or need help getting your existing Google Ad Grant account off the ground.

Some of our core services include:

• Google Ad Grant Applications: Our team of experts will verify your eligibility and can walk you through every step of the application process to ensure that your nonprofit is accepted.
• Account Hygiene: Maintaining your data and keeping it clean can be a pain point for many nonprofits. We’re here to ensure you never have to worry about outdated or duplicate data bogging down your processes.
• Google Ad Grants Reactivation: Has your account lapsed or been suspended? We can help get your account reactivated, so you can continue doing the work that matters to your cause.
• Keyword Research: Through thorough keyword research, we’ll make sure that you’re targeting the most relevant and useful keywords for your cause. That way, you can connect with the most valuable prospects who are likely to convert.
• Landing Page Optimizations: High-quality and valuable website content is one of the most important components of a successful Google Ad Grants campaign. We’ll relaunch the landing pages you want to promote and even handle the design work!

Even if you need help in areas that don’t appear on our website, we’re open to chatting about our experience with the additional services you need. If you’re interested in a free consultation, contact us to learn more about how Getting Attention’s services can help your nonprofit grow!

Additional Google Ad Grants Resources

The Google Ad Grants program is an obvious opportunity for nonprofit organizations looking to take control of their digital marketing and expand their audience effectively. However, getting started and maintaining your account isn’t a simple walk in the park.

Between developing high-performing landing pages and pinpointing the keywords that matter most for your work, there’s a lot of work that goes into effectively managing your account. That’s why we highly recommend that one of your staff members devotes part of their time to managing your campaigns or that you outsource the work to a professional agency.

Ultimately, understanding all the Google Ad Grant rules in addition to best practices is your best bet when it comes to making the most of your account. By spending time reading this guide, you’re off to a fantastic start! If you want to continue your research on Google Ad Grants or learn how to market your mission effectively, explore these additional resources:

• Google Grants Agency: Picking the Best Partner & 12 Firms. Looking to hire a Google Ad Grants agency? We’ve got you covered with this ultimate guide and our top recommendations!
• Why Are Google Ad Grants Confusing? And How to Simplify Them. The Google Ad Grants program is an incredible opportunity but can wind up confusing. In this guide, you’ll learn about some of the challenges to expect and how you can improve your Google Ad Grants management!
• How to Optimize a Google Grant Account: 7 Top Tips. If you need help creating high-converting campaigns, check out this guide. We explore some of the top mistakes nonprofits make with Google Ad Grants and how you can make the most of your $10,000.