Donor engagement strategies to drive nonprofit support

8 Donor Engagement Strategies to Drive Nonprofit Support

Nonprofits often rely on generous donors to help fund their mission programming, general overhead costs, and more. But an organization can’t expect to sit back and watch the revenue roll in without first establishing efforts in place to identify, build relationships with, and solicit donations from its supporters⁠—which is where donor engagement strategies come in.

In this guide, we’ll walk you through eight fantastic methods that have been known to drive nonprofit support by elevating engagement levels among contributors. These include:

  1. Matching gifts
  2. Google Ad Grants
  3. Peer-to-peer giving
  4. Volunteerism opportunities
  5. Donor appreciation
  6. Segmentation and personalization
  7. Unique fundraising ideas
  8. Powerful storytelling

By incorporating these tactics into your nonprofit donor engagement strategy, you can better connect with your supporters, who will be increasingly interested in supporting your fundraising initiatives over time.

1. Matching gifts

Matching gifts are an extremely popular type of corporate philanthropy, and they’re one that places individual donors at the heart of their employers’ giving strategies. Thus, they’re not only a corporate giving opportunity, but they simultaneously function as a top donor engagement strategy for your organization.

Here’s how these workplace giving programs typically work:

  1. An individual donor gives to your nonprofit.
  2. The donor is encouraged to look into their matching gift eligibility through their employer (typically by providing access to a matching gift database or directing them to contact the company directly).
  3. The donor, upon determining that their employer offers to match gifts, completes a quick online submission form to request their corporate donation match.
  4. The employer reviews the submission and verifies that the initial donation adheres to pre-determined matching criteria.
  5. A corporate matching donation is provided by the donor’s employer, ultimately leaving your organization with two gifts for the price of one.

Highlighting matching gift opportunities can be one of the most effective ways to engage your donors⁠—and there’s a ton of research to back this up. In fact, research shows that 84% of donors are more likely to donate if a match is offered, with 1 in 3 donors indicating they’d give a larger gift if matching is being applied.

Not to mention, following up with matching gift donors after their initial contribution provides nonprofits with an additional touch point with which to ensure their mission remains at the top of the donor’s mind for longer.

2. Google Ad Grants

If your nonprofit isn’t already leveraging Google Ad Grants in your marketing strategy, you’re missing out on a huge opportunity to engage with existing and prospective donors alike. Here’s what this looks like for organizations looking to increase awareness and support for their missions:

  1. Google offers up to $10,000 in free advertising credits to eligible 501(c)(3) organizations per month.
  2. Your nonprofit leverages this in-kind advertising space to promote your cause and its fundraising efforts to supporters by targeting specific keywords.
  3. A (potential or existing) supporter conducts a Google search for a search term related to your nonprofit.
  4. Your nonprofit’s website shows up in the top spots on Google’s search engine results page.
  5. The supporter clicks through to your nonprofit’s site and decides to get involved with your cause, such as by making a donation.

Google Ad Grants are essential for increasing donor engagement on two key fronts⁠—attracting new supporters to your cause and providing additional engagement opportunities for existing supporters. By utilizing the free ad space made available by the number 1 search engine, your organization can easily put your cause in front of tons of new and recurring donors, opening up even more chances for building on those relationships.

3. Peer-to-peer giving

Peer-to-peer campaigns are a popular form of nonprofit fundraising for many reasons. Organizations hosting the campaigns are able to reach new donors (via existing supporters who take on a fundraising role for your nonprofit) while offering one of the most engaging ways for existing supporters to participate.

Supporters, equipped with customizable donation pages from the organization’s peer-to-peer platform, then reach out to their own networks of friends, family members, and more to solicit donations for a cause they care about. First-time donors are more likely to contribute when asked by a peer, rather than directly by your organization. That means this strategy enables your team to get in touch with new supporters you may not have won over on your own.

All the funding goes to your organization’s mission, and you’re left with a ton of donors who are highly engaged with the cause. From there, you can work to continue building your connection with new and existing individuals through additional donor engagement ideas. Who knows⁠—some of your brand new donors may be willing to take on a fundraising role of their own for your next peer giving campaign!

4. Volunteerism opportunities

Even your most dedicated donors don’t want their only communications with your team to be additional requests for funding. That’s why it’s an excellent idea to offer unique opportunities for involvement with your organization and its mission as a key way to further engage your donors.

And one of the best ways to do so is by encouraging donors to participate through volunteer opportunities! This can be an excellent way for donors to see your cause in a new light. Plus, getting a behind-the-scenes look through volunteerism can help inspire increased giving as well.

Not to mention, you can even monetize this engagement strategy by highlighting the potential for volunteer grants. Many donors (especially those previously determined to be eligible for matching gifts) will work for companies that provide financial support to the nonprofits their employees volunteer with. Encourage them to look into any volunteer grant programming offered by their employers to help stretch their contributions even further.

5. Donor appreciation

You probably know that it’s important to say thank you to your donors for their gifts. But do you know how important it is?

Two of the most common reasons why donors stop giving to nonprofit organizations they’ve supported in the past are 1) that they were never thanked for their gift and 2) that they were not informed about how the funding was being used. Both of these ideas together can lead a donor to believe that the nonprofit in question didn’t really need their donation in the first place⁠—and ultimately, a lack of donor engagement.

Luckily, effectively communicating appreciation for your donors can assist in solving all of the above problems. You’ll want to thank each individual donor for supporting your nonprofit with their hard-earned dollars. Not only is it the polite thing to do, but it also helps close the loop and reiterate to the donor that their contribution was received and processed successfully. Plus, you can use it as an opportunity to emphasize your nonprofit’s cause and the specific way that the donor’s gift is able to help move your mission forward.

Bottom line? Appreciated donors are more likely to become and stay highly engaged with your organization.

6. Segmentation and personalization

Unfortunately, a donation appeal that begins with “Dear donor” or “to whom this may concern” and ends with a generic request of $5, $10, $25, or $50 is not likely to produce great results. That’s because it won’t elicit the emotional connections that are required for effective fundraising nowadays.

Why not? An effective ask needs to incorporate strategic segmentation and personalization⁠—two things that, when done well, can go particularly far in terms of donor engagement for your organization. It’s what makes a donation request feel like an intimate appeal to an essential partner in your organization’s mission (which, as you know, is what your donors are).

In order to drive engagement, all messaging should be segmented. Donors should be grouped by specific characteristics with other similar individuals to receive targeted information relevant to that slice of your network. This might be in relation to donation level (small, mid-size, or major donors), geographic region, communication preferences, and more.

Further, your communications should also be personalized to each individual. That may include addressing the recipient by name, referring to a donation recently received, or anything else that shows that the message was crafted just for them.

The more you segment and personalize your fundraising efforts, the more your asks will stand out to the individual, the more engaged they will be with your cause, and the more likely they are to partake in your intended response.

7. Unique fundraising ideas

Dedicated fundraising campaigns can be some of the best ways to connect with your organization’s donors and solicit generous gifts at the same time. However, if you go for the same old, same old “been there, done that” fundraising ideas, you’re likely to face more donor burnout than donor engagement.

That’s why choosing unique, exciting, and refreshing fundraisers is such an essential part of donor engagement! And that’s not saying you have to drop your tried-and-true fundraising ideas, either. Just try sprucing them up to make them stand out, and your audience will be more than happy to participate.

For example, do you host an annual charity auction event that does well each year? Consider adding a shiny, new theme⁠—or, even better, a virtual bidding component! Not to mention, similar ideas can be used to optimize your event-a-thons, galas, and more. And don’t forget to incorporate workplace giving opportunities alongside your favorite new fundraising ideas whenever possible!

8. Powerful storytelling

Finally, the story you tell about your nonprofit and its mission-related efforts is essential for securing, engaging, and retaining donor support.

In order to bring your strategic storytelling practices to the next level and inspire more supporters to get involved, it’s important to incorporate essential elements. This should include a group or person in need of aid (your organization’s beneficiaries), a compelling hero (your nonprofit team and the donors who support your work), and a key solution (what your organization does to make a difference). From there, you’ll also want to include supporting data, an emotional narrative, sensory details, and relevant imagery when possible.

The idea is that donors feel connected to the story and desire to play a role in the solution⁠—thus, supporting (or continuing to support) your organization in its work!


Final Thoughts on These Top Donor Engagement Strategies

Your donor base forms an essential component of your overall nonprofit organization, and their engagement with your cause is critical for continuous mission success. A highly engaged donor is more likely to contribute to your cause time and time again⁠—so you don’t want to settle for base-level efforts.

Luckily, utilizing donor engagement strategies like workplace giving promotions, strategic fundraising, cost-effective marketing, and more can make a huge difference. That means it’s time to begin incorporating these ideas into your nonprofit strategy and make sure you equip your team with the tools required to do so effectively!

Want to learn more about getting donors engaged with your nonprofit organization? Browse these additional Getting Attention resources to learn more:

Learn how to optimize a Google Grant account with this complete guide.

How to Optimize A Google Grant Account: 8 Mistakes & 9 Tips

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:

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.

Get a consultation with our team members who know how to optimize a Google Grant account.


Avoid these mistakes to optimize a Google Grant account for your nonprofit.

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.

Comply with the program's guidelines to optimize a Google Grant account.

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.

Optimize a Google Grant account by not using broad keywords.

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.

Dirty keyword data is one Google Ad Grant management mistake you'll want to avoid when optimizing your account.

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.

When optimizing a Google Grant account, feature more than one ad per group.

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!

A poor user experience is one mistake that can negatively impact your Google Grant account.

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.

A poorly designed website can impact your ability to optimize a Google Grant account.

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:

These are the most common landing page mistakes that can prevent an optimized Google Grant account.

  • 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.

Not targeting your ads by location is a Google Ad Grant management mistake you'll want to avoid.

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.

Make sure to include seasonal keywords to optimize a Google Grant account.

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.

Having the appropriate Google Grant account structure is the first step to maximizing your success.

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.

Knowing the proper account structure is a big part of understanding how to optimize a Google Grant account.

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.

Optimize a Google Grant account with effective keywords.

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.

This graphic depicts how to optimize a Google Grant account with effective keywords.

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.

Knowing how to optimize a Google Grant account means understanding ad construction.

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.

Tracking your Google Grant account metrics gives you insight into different optimization opportunities.

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.

This CTR formula will help you manage and optimize a Google Grant account.

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.

Optimize a Google Grant account by creating effective bidding strategies.

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 optimize a Google Grant account.

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.

Here's an example of extensions being used to optimize a Google Grant account.

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.

Proper website maintenance will help your nonprofit fully optimize a Google Grant account.

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.

If you're struggling to understand how to optimize a Google Grant account, outsource the work to a professional.

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.

Experts know how to optimize a Google Grant account and do so through these common services.

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.

Get a consultation with our team members who know how to optimize a Google Grant account.

These training resources will help you learn how to optimize a Google Grant account.

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:

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.


This optimization checklist outlines the steps needed to optimize a Google Grant account.

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.

This checklist covers each step needed to optimize a Google Grant account.

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

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.

Let's wrap up this article with final thoughts on how to optimize a Google Grant account.

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:

Reach out to Getting Attention to learn how to optimize a Google Grant account for your nonprofit.

Learn all about how to apply for Google Grants in this guide.

How to Apply for Google Grants: 5 Easy Steps for Nonprofits

Are you looking to drive traffic to your nonprofit’s landing pages without breaking the bank? The Google Ad Grant program will help you do exactly that! After completing the Google Grant application process, you’ll receive $10,000 every month to spend on Google Ads.

This free funding poses enormous growth potential for your organization, no matter what your mission or conversion goals are! Whether you’re an advocacy organization looking to boost petition signatures or an animal shelter aiming to increase volunteer signups, your nonprofit can broaden its reach, increase its search visibility, and drive conversions at exponential rates.

Unlike most grant applications, applying for Google Grants is relatively straightforward and painless. Plus, there’s no competition for funds! As long as you meet all of the Google Ad Grant requirements and follow the right steps, you’re a shoo-in for getting your application approved.

If this seems of interest to you, come along as we dive into the steps of how to apply for Google Grants! Here’s what we’ll cover:

This graphic illustrates how to apply for Google Grants.

At Getting Attention, we devote our time to helping nonprofits make the most of the Google Ad Grants program. We know exactly how to apply for Google Grants and get approved on the first try, so we’re happy to share that knowledge with you!

Let’s start our journey by answering some of the most common questions that nonprofits have when it comes to the program.

Ready to learn how to apply for Google Grants? Connect with Getting Attention today.
To understand how to apply for Google Grants, you first need to understand the basics of the program.

Common Questions About The Google Grant Application

Before diving into the required steps for applying for Google Grants, it’s important to know what to expect from the application process. Let’s run through a few of the most common questions that nonprofit professionals have when they first start looking into the program.

What is the Google Grant?

The Google Ad Grants program enables nonprofits to acquire valuable search engine ad space at no cost. Through the program, Google supplies eligible nonprofits with $10,000 in Google Ad credits every month to put toward driving traffic to their websites’ most important content. All they have to do is follow the required Google Grant application process and get approved.

From donation pages to educational blog posts regarding its mission, a nonprofit can get experience a wide array of benefits, including:

  • Increasing conversion rates
  • Attracting new donors, volunteers, and other prospects
  • Marketing multiple ad campaigns simultaneously
  • Analyzing and tracking campaign performance
  • Learning the needs of its digital supporters and how they prefer to engage

These are the benefits you can expect from successfully applying for Google Grants.

However, these nonprofit marketing grants are not a free-for-all. In fact, there are several specific guidelines organizations must review to determine their eligibility before applying.

How do I get a Google Grant?

With such a valuable opportunity, there is a pretty lengthy Google Grant application process that your nonprofit must follow. Google requires you to go through an eligibility verification process, register with TechSoup, create relevant accounts within their system, and create your first Ad campaign.

The goal is to confirm that you’re a trustworthy nonprofit that will benefit from the program and promote content users will find valuable.

While the Google Grant application process seems intimidating at first glance, it’s pretty straightforward and you can even outsource the work to a dedicated Google Grant agency to shorten the time it takes and get your application approved. Plus, that makes it more likely for you to be approved the first time around.

How long will it take to apply for Google Grants?

The amount of time it takes to apply for Google Grants depends on your organization’s preparation. The actual application itself doesn’t take long to fill out or get approved. However, there are some pre-qualifying steps you need to take which may take a bit of time.

For instance, if you’re already registered with TechSoup and are a member of Google for Nonprofits, the Google Grant application process will likely take anywhere from 2 to 14 days.

If you’re not, it’ll take time to get verified by TechSoup, which can also take anywhere from 2 to 14 business days. In some cases, it can even take up to 30 business days. Then, you’ll need to take time to activate your Google for Nonprofits account before filling out the Google Grant application.

Also, bear in mind that you’ll need to make sure that already meet all other eligibility requirements. The most time-consuming of which is having a well-maintained website that features valuable content. It may take a bit of time to get your website up to code and meet any of the other requirements, so factor that into your timeline as well.

When it comes to how to apply for Google Grants, these are the requirements.

Step 1) Check Your Google Grants Eligibility Status.

These are the Google Ad Grant requirements you must meet to apply.

To qualify for a Google Ad Grant, your organization must meet several criteria. Otherwise, your Google Grant application will swiftly get rejected.

Given that the program is available in over 50 countries, be sure to locate the specific guidelines of your current location. In the United States, the following is required to be eligible:

  • A current and valid charitable status, which in the United States means registering as a 501(c)(3) organization with the IRS.
  • A functional website that contains valuable content that is relevant to the nonprofit’s mission.
  • Adherence to Google Grant program policies, including registration with Google for Nonprofits and TechSoup.
  • An SSL—secure sockets layer—certificate, proving that your online domain is secure.

Outside of these eligibility requirements, there are specific types of nonprofits that are ineligible, regardless if they meet the above requirements. The three types of organizations that aren’t eligible to apply for Google Grants include:

  • Government entities and organizations
  • Hospital and healthcare organizations — nonprofits working in the healthcare space (such as breast cancer research or Alzheimer’s awareness organizations) are still eligible
  • Schools, academic institutions, and universities — philanthropic arms of educational institutions still qualify

If your organization falls within one of these categories, consider conducting further research into similar initiatives that do apply to your nonprofit. For example, Google for Education offers separate benefits for educational institutions. Although these benefits may not consist of a $10,000 ad grant, they still help to get the ball rolling.

Additional Requirements for Your Google Grant Application

Once you’ve evaluated your initial eligibility, you’re almost ready to start moving through the Google Grant application process. However, there are a few more requirements you should fulfill before you officially get started with your verification process.

Some of the most important Google Ad Grant requirements include:

  • Having a fully-functional website to which the ads placed on the Google results page will link.
  • Ensuring your site does not already contain revenue-generating ads, such as Google AdSense.
  • Having the ability to manage Google Ads campaigns, meaning you’re able to evaluate keywords for relevancy, accuracy, and timeliness on a regular basis.

We’ll share some actionable steps you can take to bring your website up to par and configure your Google Ads account later on, but doing as much as you can upfront will help you move through the actual application much quicker.

Joining TechSoup first makes it easier to fill out your Google Grant application.

Step 2) Register Your Nonprofit With TechSoup.

The next step to apply for Google Grants requires validating your organization via TechSoup. TechSoup is a nonprofit organization that partners with companies to bring mission-driven technology and resources to nonprofits for free or at discounted rates.

Here are the steps to register your nonprofit with TechSoup:

  1. Start by visiting the TechSoup registration page.
  2. Select the country in which your organization is based and choose your preferred language.
  3. Click New Member, select Register, and agree to the terms and conditions listed. From there, you wait to receive validation. In some cases, this can take up to 30 days. If there are any issues, TechSoup may contact you for further documentation or information.
  4. After receiving validation, you can log into your account to claim your TechSoup Validation Token which is presented in the form of a code. It should look something like this: 123c4567@YourOrgName. Include this code in your Google for Nonprofits application, and you’re good to go! Be aware that this token expires after 60 days.

Make sure you register your nonprofit with TechSoup before filling out your Google Grant application.

After completing this process, you are one step closer to successfully applying for Google Grants! Beyond being a requirement for your Google Grant application, registering with TechSoup will give you access to donated or discounted software from other philanthropic businesses. Other tech giants who participate in TechSoup’s tech marketplace include Microsoft, Adobe, Zoom, HubSpot, and many others!

If you’re already registered with TechSoup, you can skip this step entirely and should be able to pull existing information to verify your nonprofit’s legitimacy with Google right away. You’ll just need to determine who at your organization is the Administrator of your TechSoup account. They’ll receive an email that requests the necessary information to verify your nonprofit’s status when setting up your Google for Nonprofits account.

If the person who was the Administrator of your TechSoup account has left the organization, the email with the necessary information will reset in 15 days. Then, the Administrator rights will be transferred to you. From here, you should be able to obtain the verification credentials that you need.

When applying for Google Grants, make sure you sign up for Google for Nonprofits.

Step 3) Create a Google for Nonprofits Account.

Once you’re verified by TechSoup, the next step is to register for a Google for Nonprofits account. Beyond Ad Grants, Google for Nonprofits offers an array of advantages for growing awareness for your mission. Some of the most useful perks you’ll receive include:

  • The YouTube Nonprofit Program, which allows nonprofits to spread the word about their organization through visual storytelling. Using videos as a method for telling your nonprofit’s story will help inspire empathy for your cause, form connections within your community, educate mass audiences, and much more. You’ll be given a donate button and video annotations that link to your site on YouTube as well.
  • Google Earth and Maps, which helps to share compelling data visualizations and highlight your organization’s impact. Additionally, the use of Google Maps helps community members locate your nonprofit’s programs and resources nearest to them.
  • Google Workspace, which offers complimentary access to Google’s most useful apps, such as Gmail, Docs, Drive, Calendar, and Meet. By allowing you to stay organized and efficient, Google Workspace for Nonprofits helps to streamline internal operations.

These are the apps you'll have access to through Google for Nonprofits before applying for Google Grants.

If this seems like an offer you can’t refuse, follow these steps to ensure a proper Google for Nonprofits application:

  1. Visit the Google for Nonprofits registration website.
  2. Agree to Google’s non-discrimination statements.
  3. Input the validation token provided through TechSoup.
  4. Fill out the subsequent forms, including contact and organization information. Be sure to agree to be contacted by Google and double-check that you used an email that you check often.
  5. Submit your request and await a response!

Important note: Make sure you’re signed in with an email address that you check frequently when you create your Google for Nonprofits account. Whatever address you use is where Google will send any announcements about your account, which also include any outreach about your Google Ad Grants account once you get it up and running.

The Google for Nonprofits application is fairly straightforward. However, the registration approval process may take a few days. Stay patient, as the wait is worth the reward! If you’re verified with TechSoup, you’ll have no problem getting this application approved.

From here, you’ll be able to apply for Google Grants! However, there’s one last step that we recommend before actually filling out your Google Grant application.

When you understand how to apply for Google Grants, you know that you need to optimize your website first.

Step 4) Prepare Your Website for Your Google Grant Application.

As we mentioned earlier, having a well-organized nonprofit website that features valuable content is one of the most crucial factors of your success with the Google Ad Grants program. When you apply for Google Grants, they’ll require you to submit your website, then they’ll evaluate it to ensure you have useful content that users will find trustworthy.

Google will run through a checklist of conditions regarding the quality of your website before approving your application. While meeting the basic requirements is sufficient, your best bet is to go above and beyond those provisions. Beyond getting your Google Grant application approved, this will help you develop much more valuable ads that users will actually interact with.

Let’s take a look at a few website optimization tips that will maximize the chance that you’ll be approved for the program.

Include your EIN and a statement regarding your mission.

Google requires you to have a clear description of your organization, its mission, and its activities on your site. Although, doing so does more than get your Google Grant application approved. It also improves your credibility with anyone who interacts with your site and helps them determine whether their values align with your work.

While Google doesn’t require you to display your EIN (in the case of U.S.-based nonprofits), doing so doesn’t pose any security threats. It simply shows that you’re a registered 501(c)(3) organization to anyone who might be considering donating, volunteering, registering for event, or sharing any sensitive information with your team.

A simple way of displaying your EIN is by including it in the footer of your website, which makes it so that it will automatically show up on every page of your site without corrupting your website’s design.

Implement the proper security measures for your website.

As part of the Google Grant eligibility requirements, your nonprofit’s website needs to be secure and trustworthy. The main way to do this is by securing an SSL (secure socket layers) certificate. What this does is encrypt any data that’s transferred on your site, so if someone’s donating, their payment details, name, address, and any other sensitive information they share will automatically be encrypted.

A quick way you can verify that a website is encrypted is by looking at the URL. If the web address begins with https instead of http, that indicates that it’s SSL-certified. Google Chrome will even mark sites that don’t have an SSL certificate in the address bar as ‘Not Secure’. Not having an SSL certificate is a quick way to turn visitors away from your website, since they’ll automatically recognize your site as untrustworthy.

As you learn how to apply for Google Grants, note that you'll need to obtain an SSL certificate for your nonprofit's website.

Beyond building trust with visitors and fulfilling one of the Google Grant application requirements, having an SSL certificate is a great way to improve your organic traffic. Google, among other search engines, uses this as a ranking factor. In fact, not having an SSL certificate can actually hurt your rankings!

To obtain an SSL certificate, Hubspot recommends that you verify your website’s information through ICANN Lookup, generate the Certificate Signing Request (CSR), validate your domain by submitting your CSR to the Certificate authority, and install the certificate on your website. And voila! One more box is checked off on your Google Grant application.

Optimize your site.

The content on your website is just as important as the ads you’ll create to promote it. Overall, your website should be visually attractive, easy to navigate, and filled with valuable content.

Here are a few primary areas you’ll want to address to optimize your website and ultimately maximize your Google Ads conversions:

  • Landing pages. Your landing pages are the most common pages that you’ll promote via Google Ads. This might include your donation form, volunteer signup page, event registration page, or an advocacy petition. Considering you’ll drive traffic to these pages, you want to optimize them to inspire users to actually fill them out. You’ll want to limit the number of fields and brand it to your cause to remind users of what they’re supporting.
  • Load times. Google requires you to have a website that loads quickly to improve the user experience. In fact, 40% of users will abandon your site if it takes more than 3 seconds to load. Some easy ways to quicken your load time are to compress your images, reduce the use of third-party plugins, and minimize the amount of unnecessary code on your site.
  • Straightforward navigation. Put yourself in the shoes of a first-time visitor. If you struggle to find information regarding the organization’s mission or can’t locate any opportunities to get involved, you’ll likely grow frustrated and find a similar organization that presents their work in an easy-to-navigate, interactive way. That’s why you should only put your most important pages in your navigation menu and potentially include a search feature for all other content.
  • Branded to your cause. If a user clicks a link and thinks they’ve somehow ended up on another site, that can come across as untrustworthy. Put in the time to make sure that every page on your site aligns with your nonprofit’s brand. This includes using your official brand colors, including your logo at the top of every page, communicating using your nonprofit’s voice, and using visually-consistent imagery.

A Google Grants agency like Getting Attention will ensure that your website is up to par and optimized for the user experience. To completely overhaul your site, you might need to outsource the work to a full-on web development firm, though. Either way, professional help is the most reliable resource for making the most of your site through Google Ad Grants.

Here are the steps for how to apply for Google Grants.

Step 5) Submit Your Google Grant Application.

Once your Google for Nonprofits account is approved, you’ll receive an email from Google, and you can finally apply for Google Grants! While filling out an application form is part of it, it’s more of a multi-step, back-and-forth process.

The most up-to-date activation steps will be available in your Google for Nonprofits account. Here are the steps you’ll currently need to take:

Here's how to apply for Google Grants once you've created your Google for Nonprofits account.

  1. Log into your Google for Nonprofits account. Within your account, click “Products” and then “Get Started” under Google Ad Grants.
  2. Click the eligibility form link. This will prompt you to fill out an assessment with basic information from your nonprofit. You’ll need to provide your nonprofit’s official name, website URL, and information regarding your goals with the program. This should only take around 20 minutes. Once you’ve entered the required information, hit ‘Submit’.
  3. Return to the Google for Nonprofits homepage. Click the checkbox to verify you’ve completed the form. Then, hit ‘Activate’ to submit your organization for review by the Google Ad Grants team. Normally, they’ll review your Google Grant application within a few business days.
  4. Accept the invitation. Once your activation request has been approved, accept the email invitation from the Google Ad Grants team. You’ll also need to accept the billing profile, which will be sent to you in a separate email. From here, you can start running your Google Ad campaigns and will automatically receive $329 spending per day so long as you maintain compliance with the program’s rules.

At this point, you’re all ready to start creating your campaigns, using the grant to spread your message, and connecting with new prospects online. Google will provide you with instructions during each stage of the Google Grant application process, so you know exactly what you need to do.

Advice for Completing Your Google Grant Application

Our best advice is to be patient while you wait. If you’re eligible and follow the provided steps, you’ll more than likely get approved. Even if your application is denied the first time around, Google’s team will provide you with a reason why so that you’ll have clear next steps on how to get approved.

While following instructions is the most crucial way to get approved, we have a few other recommendations to maximize your chances of success, including:

  • Do not enter any credit card information even if prompted to do so. If you receive any emails or any screens pop up requesting payment information, don’t provide it. There will likely be a red bar at the top of your Google Grant Application account, but you should ignore it. Sharing billing information means you’ll be setting up a paid standard account, not a Google Grants account, so you’ll have to start the process over with an entirely new account to do it correctly.
  • Make note of your customer ID number within your Google Ad Grant account. You can find this in the top right corner of the page. It will be in this format: XXX-XXX-XXXX.
  • Put thought behind the eligibility form questions. Some questions will be straightforward and have a clear-cut answer (such as your organization’s official name and website URL). However, the form also asks questions that will impact the experience you have with the program, such as how you’d like to learn more about the program. Think through what will be most useful for your organization, so the Google Grants team can tailor the effectiveness of the program to your preferences.

Overall, applying for Google Grants is pretty straightforward, even though there are a lot of steps in the process. If this seems confusing to you or you simply don’t have enough time in your day to apply, we fully recommend reaching out to a professional Google Grants agency. Our team is happy to chat about your needs and handle the Google Grant application process for you! We’ll explore how a Google Grants agency can help in a later section.

After you apply for Google Grants, here's what you should do next.

What To Do When Your Google Grant Application Gets Approved

Now that you’re approved for the program, you might find yourself asking, “What’s next?” Learning how to apply for Google Grants was the easy part! Now you have to create highly targeted campaigns and ensure you’re meeting the program’s compliance requirements.

While your best bet for success is to outsource account management to a Google Grants agency, there are plenty of steps you can take without professional help. Let’s walk through the immediate next steps your team should take after getting your Google Grant application approved.

Configure Your Google Ads Account

To start leveraging your grant money, you should set up your first few campaigns. Within Google Ads, you’ll find the Campaigns tab on the navigation bar to the left.

You’ll be able to build campaigns with keywords targeting your intended audience, write your ad copy, choose the landing page for each campaign, and more. As you do this, here are a few tips to help configure a well-organized account:

  • Follow the required account structure. Google requires that grantees follow a specific account structure. Within each of your campaigns, you should have at least two ad groups. Within each ad group, you should have at least two active ads. These standards incentivize organizations to include the necessary elements in their Ads.
  • Do plenty of keyword research. The program has a few requirements in place such as not using single-word or overly generic keywords. However, you should put even more thought into choosing your keywords beyond those rules. Make sure you pinpoint search queries that receive a decent bit of monthly traffic and relate to your mission. Google even has a keyword quality score tool that will check the expected CTR, ad relevance, and landing page experience for your different campaigns.
  • Enable Sitelink Extensions. These will enable you to link to specific parts of your website below your ads. This gives users additional options to click and ways to interact with your cause. Typically, these include other pages relevant to the ad, like where people can donate or volunteer. To enable this, click the Ads & Extensions tab in your Google Ads page menu on the left.

As part of the Google Ad Grants requirements, you should enable sitelink extensions for your ads.

This is just a glimpse into the best practices you should follow to maintain a healthy Google Grants account. If you’re interested in learning more about setting up high-performing campaigns, check out our ultimate guide to optimizing your Google Grant account. In it, we dive into account management tips and requirements that will help you connect with your audience.

Meet Google Grants Compliance Requirements

Now that your nonprofit has secured its Google Ad Grant, be sure you’re taking the proper precautions in maintaining eligibility. To ensure your account remains in good standing, here are a few key components to key an eye on:

  • Account activity: By logging into your account at least once a month and updating its components every 90 days, you will prove to Google that you’re still using the help they’re providing. After all, Google will not give away money and resources to those who waste them!
  • Ad relevance and geotargeting: Be sure that the ads you are putting out have specific relevance to their audience. A great way to do this is by including geotargeting, so Google knows their users are receiving ads relevant to them.
  • Monthly keyword evaluation: Google requires a Keyword Performance Report once a month to ensure that you are optimizing your keywords for the best results. In doing so, Google ensures you’re in the best position to connect with likely prospects.
  • A minimum of 5% click-through rate (CTR): Google mandates that you have at least a 5% CTR, starting at 90 days post-approval. The goal is to ensure that your ads are actually useful to users and are relevant to their search intent. Accounts that fail to meet this requirement will be notified, and if they fail to meet a 5% CTR for two consecutive months, those accounts will be suspended.

Google doesn’t implement these requirements to penalize your organization. Rather, they do so to ensure that you’re actually generating value from the program. Failing to meet these compliance requirements will result in account deactivation, so keep an eye on your account and continue optimizing your ads over time!

Let's review how an expert will help you with your Google Grant application.

How an Expert Can Help You Apply for Google Grants

Although having your application approved and receiving grant money is great, it does not guarantee ad campaign success. To see meaningful results, consistent upkeep, performance tracking, and compliance with Google’s official account requirements are necessary. With the weight of running a nonprofit already on your shoulders, this may seem like a lot to handle. Have no fear— that’s why Google Grant agencies exist.

Although there are many marketing professionals who are willing and able to oversee your campaign, the Google Ad Grant program is unlike other Google Ad accounts. Therefore, you should thoroughly review different agencies’ services, ensuring that each one is well-equipped to assist your nonprofit in any capacity.

From application to account management, Google Grant agencies like Getting Attention are there to ensure your success every step of the way. Some valuable areas of assistance include:

A professional agency will make sure you understand how to apply for Google Grants.

  • Applying for Google Grants. As you now know, applying for Google Grants is a lengthy process! Our agency will check your eligibility, help you get registered with TechSoup and Google for Nonprofits, and fill out your Google Grant application. There’s no need for you to even understand how to apply for Google Grants beforehand since we’ll walk you through it all!
  • Creating, maintaining, and optimizing ad campaigns. Considering that you need 3-5 ongoing campaigns to generate real results, having professionals there to continuously track performance and refine strategies will prove incredibly beneficial to your overall success.
  • Optimizing website content. In order to best serve the needs of your audience, your website will need refinement to account for the increase in generated traffic. Google Grant agencies like ours can help keep your website in the best shape via constant keyword research, landing page relaunches, and more.
  • Maintaining account upkeep. To avoid grant suspension due to poor account maintenance, we can help make sure your organization is in constant compliance with Google Grant guidelines. This will help to avoid the headache of ever having to go through the account reactivation process.

The process of selecting an agency may seem daunting, but doing proper research will help make the decision easier. Be sure to look into pricing models, expertise, agency case studies, and testimonials before taking concrete action. Starting with the application process, a knowledgeable agency will help you from beginning to end.

If you’re curious about the role that an agency will play in Google Grants management, our team is happy to chat! Reach out to our team to discuss how we can support all your Google Grants needs, from applying to the program to researching the best keywords for your cause.

Reach out to our team to learn how to apply for Google Grants in no time.

Now that you understand how to apply for Google Grants, here are some resources to expand your knowledge.

Final Thoughts on Applying For Google Grants

Google Grants are a wonderful opportunity for any nonprofit looking to amplify its digital marketing strategies. All you need to do is learn how to apply for Google Grants and then configure your Google Ads account according to your goals.

All of this information may feel a bit overwhelming, but the opportunity to utilize $10,000 a month of free Google Ads spending is worth weathering the confusion. Contact us today for a free consultation with our agency to help plan the best Google Ad Grants strategy for your nonprofit. Whether you need help applying for Google Grants or you’ve already been approved, we’re here to help with whatever you need!

In the meantime, learn more about the program and maximize the success of your ad campaigns with these great resources:

Getting Attention can help you learn how to apply for Google Grants and more.

 

Explore this guide for a comprehensive look at Google Grants eligibility.

Google Grants Eligibility: Is Your Nonprofit Eligible?

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.

Get a consultation and let our team confirm your Google Grants eligibility.

Before we discuss Google Grants eligibility, let's review the basics of the program.

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.

By confirming your Google Grants eligibility, you can create Google Ads like this example.

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.

Google implements Google Ad Grants eligibility requirements for several reasons.

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.

When it comes to Google Ad Grants eligibility, who is eligible for a grant?

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:

This graphic breaks down the three main criteria of 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!


After determining your Google Grants eligibility, here's how you can participate in the program.

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:

These are the steps you'll need to follow to confirm your Google Grants eligibility and apply for 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.

Set up a free consultation and let our experts confirm your Google Ad Grants eligibility.

Failing to meet the Google Grants requirements will lead to revocation of your eligibility status.

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: 

Follow these tips to maintain your Google Ad Grants eligibility.

  • 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.

Let's walk through how an expert can determine and maintain your Google Ad Grants eligibility.

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:

This graphic illustrates the ways Getting Attention can help your nonprofit after you've determined your Google Grants eligibility.

  • 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.

Our professional agency will confirm your Google Grants eligibility.

Partner with a Google Grants agency to determine your nonprofit's Google Grant eligibility.

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:

Get a free consultation with our experts and let us confirm your Google Grants eligibility status.

 

Learn about how a Google Grants agency can transform your grant management strategies.

Google Grants Agency: Picking the Best Partner & 12 Firms

Since 2003, Google has offered the Google Ad Grant program to 501(c)(3) nonprofits and empowered them to take their digital marketing to the next level. Eligible organizations receive $10,000 in the form of ad credits every month to host advertising campaigns on Google. So, if you’re looking to get your nonprofit content in front of the right eyes, the Google Ad Grant is perfect for you, and a professional Google Grants agency can help you make the most of your free funding.

When first encountering the program, many nonprofits don’t realize that just because the Google Grant board approved their website and account, it doesn’t mean that the program will automatically bring meaningful results. Ad campaigns require consistent upkeep, performance tracking, and compliance with Google’s official account requirements. Not complying can even result in your account being suspended.

That’s why we recommend working with a Google Grants agency. Professional Google Ad Grant agencies devote their time to researching the program’s compliance requirements, mastering the application process, proactively researching the best keywords, and making the most of each nonprofit’s grant money.

However, you need to put thought behind the Google Grants agency you hire to make sure you agree with their approach. To help start your search and ensure you partner with the right professional, this guide will walk through:

  1. What Is A Google Grants Agency?
  2. Common Services That A Google Grants Agency Will Offer
  3. The Benefits of Hiring a Professional Google Ad Grant Manager
  4. What To Look For in a Google Ad Grant Agency
  5. 5 Key Questions To Ask Your Google Grants Agency
  6. 12 Best Google Ad Grant Agencies
  7. Next Steps for Your Google Grants Strategy

Here at Getting Attention, we work side-by-side with nonprofits to get their accounts approved and maximize their campaigns’ performance. As a Google Grants agency ourselves, we believe in the power that effective Google Ad Grant management holds for nonprofits. The program can truly take your nonprofit marketing to the next level. Don’t let this opportunity go to waste! Let’s get started so you can partner with the right Google Ad Grant manager.

Chat with our Google Grants agency to learn about how we'll manage and optimize your account.
Let’s explore what a Google Grants agency is and why you might hire one.

What Is A Google Grants Agency?

A Google Grants agency is a business composed of experts that help nonprofits manage their Google Ads accounts. A professional agency will handle many aspects of Google Grant management, including eligibility confirmation, program applications, keyword research, ad creation, compliance with the program’s rules, and account reactivation if needed. Their goal is to help nonprofits build awareness for their cause and create high-converting campaigns that are meaningful to their work.

Many nonprofits turn to general marketing professionals to help set up, develop, and maintain their Google Ad campaigns. However, the Google Ad Grant program is not like other Google Ads accounts.

For one thing, the Google Ad Grant program has extremely specific requirements and guidelines that organizations must meet. Failing to comply will result in account suspension. Additionally, regular Google Ad accounts actually have to pay per ad-click, whereas Google Grant participants can display their advertisements for free (up to $10,000/month).

A dedicated Google Grants agency spends its time understanding these compliance requirements and learning how to leverage the program’s tools.
A Google Grants agency might offer these common services to your nonprofit.

Common Services That A Google Grants Agency Will Offer

A Google Ad Grant agency can do more than just set your Google Grant account up. In fact, professional agencies can work side-by-side with you every step of the way, resulting in stronger marketing campaigns and more meaningful results.

Before speaking with or even researching specific agencies, you should understand common services that nonprofits find useful. That way, you can determine the areas in which you need help and enter your conversations with Google Grants agencies with confidence.

Partner with a Google Grants agency for help with grant compliance, application, and account management.

Google Grant Application

Are you looking to get started with the Google Ad Grant for the first time? If you don’t already have your account set up, a Google Grants agency can help you get started. They’ll help you check your eligibility first. Then, they’ll guide you through the application process, ensuring that your website and accounts get approved on the first try.

These are the application requirements they can help with:

  • Creating a Google for Nonprofits account — This account is not only necessary for Google Grants, but can also provide access to services like Google Workspace for Nonprofits, YouTube Nonprofit Program, and Google Earth and Maps. The application is available through Google for Nonprofits, and the right Google Grants agency can fill it out for you.
  • Registering with TechSoup.org — To verify your Google for Nonprofits account, you’ll need to register your organization with TechSoup.org. TechSoup provides a Validation Token that Google uses to verify your eligibility and confirm your Google for Nonprofits account. If you’ve never registered your organization with TechSoup, a Google Grants agency can help you sign up for an account.
  • Installing Google Analytics on your websiteGoogle Analytics is essential for not only your own data tracking purposes, but it is also a requirement that all websites need prior to applying.
  • Ensuring your website has valuable and promotable content — To get the grant, you’ll need to submit your website for review to the Google Ad Grants team. To ensure you remain eligible, a Google Grants agency can assist in optimizing your web presence and online content.
  • Holding current and valid charity status — You’ll need a current 501(c)(3) status to receive the Google Grant. The right Google Ad Grant agency can make sure that your documents and registrations are all up to date.
  • Obtaining a valid SSL certificate — A Secure Sockets Layer (SSL) certificate authenticates a website’s identity and enables an encrypted connection. You’ll need an SSL certificate on your nonprofit website to move forward.
  • Agreeing to Google Nonprofit Terms – To apply for a Google Grant, nonprofits need to agree and comply with Google’s Nonprofit Terms of Service. Google Grants agencies can walk through the terms and ensure that their clients know exactly what they’re signing up for.

It’s simple — if your nonprofit organization holds valid charity status and your website is well-developed and promotable, then you’ll most likely get the Google Grant. Partner with a Google Grants agency to ensure that nothing slips through the cracks and that the application process goes smoothly.

Google Grant Account Management

Once you’re approved for the Google Ad Grant program, the real work begins. Managing your campaigns can be difficult, especially when you have other projects to juggle and events to plan for your organization.

To help you make the most of your allotted $10,000 each month and drive meaningful conversions, a Google Grants agency will offer the following account management services:

  • Create, maintain, and optimize ad campaigns — Ideally, a healthy Google Grant account has 3-5 ongoing campaigns to drive results. A Google Grants agency can keep track of these campaigns, report on performance, and refine your online content to continuously improve your ads. They can even provide a live dashboard and reporting with Google Analytics and Google Tag Manager so that you can get a sense of your goal progress in real-time.
  • Maintain account hygiene — Don’t worry about having to maintain your data! A Google Grants agency can eliminate outdated and unnecessary data hindering your work.
  • Optimize online website content — As your Google Grants account matures, you’ll find that certain content will need updating or that you’ll need to create whole new pages just to serve your audience’s needs. A Google Grants agency can help with researching keywords that are relevant to your mission and assist with any landing page relaunches or redesigns to drive online traffic and conversions.
  • Consistently check up on your account — Working on your account is an ongoing process. A Google Ad Grant agency will consistently check in with your account and campaigns to ensure that they are doing all they can to promote your mission and increase target actions.
  • Get your account reactivated and compliantManaging a Google Ad Grants account can be confusing, and account suspensions do happen. Suspension is often due to poor account maintenance or a failure to comply with Google Grant guidelines. If your account is suspended, getting it reactivated can be a somewhat painstaking process. Partnering with a professional who knows the ins and outs of the Google Grant compliance rules is your smartest option.

Don’t worry if you don’t spend the full $10,000 each month. Your Google Ad Grant manager knows the ultimate goal isn’t to spend the entire grant, but rather, it’s to use what you can to drive conversions and see measurable results for your organization. It’s much more valuable to spend fewer ad credits and focus on smaller campaigns for a targeted audience than scrambling to spend the entire amount.

Google Grant Compliance

One of the most prominent roles of a Google Grants agency is to keep nonprofits’ accounts in compliance with the program’s guidelines. Otherwise, without full compliance, your account is at risk of being deactivated.

Google revisits and updates its policies from time to time, so the official compliance page will be your best bet if you want to check up on the rules. Here are some of the most important requirements that a Google Ad Grant manager will handle for you:

Keywords

A Google Grants agency will research and choose the best keywords related to your mission. Some of the rules they’ll ensure your campaigns adhere to include:

  • Do not use single-word keywords unless it is one of the approved exceptions.
  • Avoid overly generic keywords that don’t indicate the searcher’s intent. For example, this might include ‘“free videos”, “e-books”, or “today’s news”.
  • Ensure your keyword quality has a score higher than 2. Google calculates keyword quality scores based on expected clickthrough rate, how closely your ad matches the intent behind a user’s search, and landing page experience. A Google Grants agency will check your quality score on a regular basis to pause non-permitted keywords. Explore these qualities more on Google’s Quality Score page.

Data

A Google Ad Grant manager will help you manage your data and make adjustments in compliance with the program’s rules. Some of the data regulations they’ll follow include:

  • 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%. A Google Grants agency will keep an eye on your CTR and make adjustments to the ads and landing pages if your campaigns are underperforming.
  • Have valid conversion tracking set up through Google Analytics and Google Tag Manager. A Google Grants agency will set up conversion tracking, monitor your performance, and make adjustments to ensure you’re meeting the minimum of one conversion per month.

Account Structure

Google employs rules regarding the structure your account must follow. A Google Grants agency will understand the required structure, including rules such as:

  • 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.

Bottom line: A Google Grants agency will keep your Ad Grant account in check and ensure that it’s fully compliant with all of the rules, even as Google updates them. Make sure that the Google Ad Grant manager you partner with is able to support your needs as your account grows and evolves.
Get your free consultation with our Google Ad Grant agency.
There are several reasons you might hire a Google Grants agency.

The Benefits of Hiring a Google Grants Agency

Partnering with a professional will drastically enhance your Google Ad capabilities. Especially when you hire an agency that’s solely focused on Google Grants, you can rely on them to fully understand how to stay compliant, pick the best keywords for your cause, and generate high-converting ads. Ultimately, they’ll empower you to get the absolute most out of your grant money and put your ads in front of likely prospects.

Here are some of the core benefits you should expect:

    • Fast setup. The application process for the Ad Grants program is pretty lengthy. A Google Grants agency will handle the entire application process for you, then get your ads up and running as soon as your account is approved.
    • Consistent optimization. A key reason for nonprofits to outsource work to an agency is their insight into campaign creation and maintenance. After your ads have been up and running for awhile, they’ll review the data, determine if any improvements can be made, and then implement those optimizations.
    • Clear reporting. Even if you work with data on a daily basis, understanding your ad campaigns’ performance data can be tricky. A Google Ad Grant manager will interpret this data for you, making sure you understand what’s going well and what can be improved.

These are the core benefits of hiring a Google Ad Grant manager.

These professionals have in-depth knowledge of the program’s requirements, features, and tools, so you can spend all of your time focusing on other areas of your organization. All in all, partnering with a Google Ad Grant agency can be incredibly beneficial — so long as you spend time choosing the right one for your team. This brings us to our next topic!
Here’s what you should look for in your Google Grants agency.

What To Look For in a Google Ad Grant Agency

Picking the right Google Ad Grant agency primarily means finding a knowledgeable professional who offers the services you need. Thousands of agencies will say that they can help with the Google Ad Grant, but only a few dozen spend their time fully understanding compliance rules and best practices for ad creation.

You don’t want to partner with a poorly-managed agency and get your account suspended just because they do not fully understand Google’s compliance requirements. To avoid having to go through the process of reactivating your account, a knowledgeable Google Grant agency is essential.

Look for these particular qualities:

  • A focus on Google Ad Grants — Many marketing agencies offer a variety of different services, with the Google Ad Grant being just one of them. More often than not, an agency dedicated to Google Grants or with a core focus on it is your best bet. With a team that focuses solely on the program, you’re sure to know when new features are available or compliance guidelines change.
  • A fair pricing model — The prices that agencies charge can span quite a bit, so make sure you’re understanding the full pricing model before you make any major decisions. For instance, inquire if they have a set-up fee (which is not standard) or if they charge you for an audit (which is often free).
  • Agency case studies — Oftentimes, established agencies will feature case studies depicting how they’ve helped nonprofit clients increase online conversions with Google Ad Grants. It can be helpful to specifically find case studies with organizations similar to yours in size and goals.
  • Reviews and testimonials — Along with case studies, make sure to look up reviews and testimonials. While the agency likely boasts positive reviews on their website, it can also be worth looking into Google reviews and Facebook reviews.

It’s important to prioritize a Google Grants agency’s Ad Grant program knowledge, services, and professionalism above anything else. In turn, you’ll wind up with a professional who acts as an extension of your team.

These are the essential questions you should ask before hiring a Google Grants agency.

5 Key Questions To Ask Your Google Ad Grant Agency

As you explore different Google Ad Grant managers, you’ll naturally narrow down your options and create a shortlist of potential agencies. Before lining up consultations with these prospective agencies, sit down with your team to determine what questions you’ll ask. That way, you can enter your conversations with potential agencies and better understand if they’ll be a good fit for your team.

Here are the five essential questions that we recommend you ask:

  1. What services are included in your fees? It’s vital that you understand what’s included in an agency’s management fees. Otherwise, you may wind up spending too much and still not receive the services you need. Some Google Ad Grant managers offer an all-inclusive package that covers every aspect of account management, whereas others will offer packages with different combinations of services.
  2. Do you offer landing page consultation? When someone clicks your ad on Google, they’ll be met with your landing page. Your landing page is what will ultimately drive them to donate, volunteer, register for an event, or do whatever you’re asking them to do. Make sure your Google Grants agency will review your landing pages, pick the ones that will help you reach your goals, and optimize the layout and content for you.
  3. How frequently can we expect to hear from you? Clear communication is an essential part of your relationship with your Google Grants agency. Ideally, your agency will assign a dedicated account manager who will meet with you once a month, share results, be willing to openly discuss your account’s performance, and take your input seriously.
  4. Is your Google Ad Grant agency certified? Google’s team created a Directory of Certified Professional Agencies to help nonprofits kickstart their search. Any agencies listed went through an extensive vetting process. However, don’t rule out any Google Grants agencies that aren’t certified yet! Chances are, they just haven’t been through the process yet. What truly matters is if they offer the services you need.
  5. What if we have Google Grants needs outside of your traditional offerings? If your team determines you have needs that fall outside of an agency’s offerings, discuss that with potential agencies. Your Google Grants agency should be willing to chat about their experience in other areas, so you can get the most out of your digital strategies.

Hiring a Google Grants agency is a big decision, so don’t skimp on your research! The one you choose will ultimately impact the performance of your campaigns. By asking these essential questions upfront, nothing will come as a surprise since you’ll understand each Google Grants agency’s approach.  Otherwise, you risk not receiving the services you need, paying too much out of pocket, and ultimately throwing away your grant money.

These are our top 12 Google Grants agency recommendations.

12 Best Google Ad Grant Agencies

Whenever you outsource work to an agency, it’s important that you explore your options before signing a contract. That way, you’ll wind up with one that’s the best possible fit for your organization and needs.

While you can certainly do the digging on your own, we actually have several Google Grants agencies that we’d recommend to kickstart your search. Bear in mind that there are very few professionals that solely focus on Google Ad Grants, so the vast majority of the ones listed here offer other digital marketing and development services. However, we fully recommend going with one that specializes in Google Grants.

Getting Attention is a Google Grants agency that solely focuses on the Google Ad Grants program.

1. Getting Attention | Best All-Around Google Grants Agency

Here at Getting Attention, we specialize in Google Ad Grants. Our team is made up of professionals who know what it takes to develop campaigns that drive real results for your cause — no matter if you’re just getting started or already have active campaigns.

We don’t just quickly review your account and offer some tips. Our team partners closely with yours to fully understand your mission, who your organization serves, and how you can drive meaningful conversions.

Here’s how we can help you make the most of your grant money:

  • Google Grant application. Don’t worry about forgetting something in your application. Our experts are here to manage every step to ensure that your account is reviewed and accepted.
  • Google Grant hygiene. When it comes to your Google Grant account, data is everything. With our Google Grant agency’s help, you’ll never have to deal with duplicate or outdated data bogging down your processes.
  • Keyword research. A big part of a healthy Google Ads account is determining what your users are searching online. That’s why keyword research is one of our main skills. We’ll make sure your website content effectively serves your audience’s needs and inspires them to take action.
  • Campaign creation and landing page optimization. Our Google Grants agency will develop ads that target the right audience, inspire users to click through, and point them to the best-fitting landing pages. We’ll even redesign and relaunch your landing pages for you!
  • Reporting and goal tracking. Tracking conversions and campaign performance is an ongoing process for Google Grant account holders. Not only can we assist in staying on top of reporting, but we can also pinpoint the most useful opportunities and goals for your nonprofit.
  • Google Grant reactivation. We know that getting your Google Grant account suspended isn’t ideal. If your account was deactivated, we can help you get it up to code and make sure it stays that way.

Our Google Grants agency will help you develop powerful ad campaigns.

Getting Started with This Google Grants Agency

Our experts are fully committed to helping you develop inspiring ad campaigns. Plus, we aim to be fully transparent in our pricing, which is why we don’t charge any upfront fees and will help you manage your Google Ad Grants account for only $499 per month.

Get a free consultation, so we can chat about how we can help your nonprofit grow through powerful Google Ad Grant management. Don’t see a Google Grants service on our website that you need? We’re open to chatting about our experience in other areas to help you make the most of your campaigns!

Get a free consultation with an expert at our Google Grants agency.

DNL OmniMedia is a professional nonprofit technology and Google Grants manager.

2. DNL OmniMedia | Best Google Grants Agency for Nonprofit Technology

DNL OmniMedia is a well-known nonprofit technology consultant. Their team of professionals strives to empower nonprofits to better leverage their technology and amplify their causes, which is why we highly recommend them for your technological needs!

As part of their offerings, they offer Google Grant services. While it’s not their sole purpose, they’re a solid choice for any nonprofit that wants to get more out of the program. They’ll help you with the following:

  • Keyword strategy development. This Google Grants agency will work with you to understand your priorities. Then, they’ll develop a keyword strategy to help you target terms that are central to your mission, connect with likely prospects, and ultimately achieve your goals.
  • Analytic management. DNL OmniMedia fully understands the importance of effective data management. Their team is experienced with Google Analytics and can create custom reports that make sense for your campaigns’ priorities.
  • Website development. A big part of your Google Ad campaigns’ performance is the content you promote. Powered by skilled developers, DNL OmniMedia can help you create a powerful website that communicates your cause and drives conversions.

DNL OmniMedia is a reliable technology consultant and Google Grants agency.

Getting Started with This Google Ad Grant Manager

DNL OmniMedia will serve as an effective Google Ad Grant manager for your cause. Start by researching their other offerings to see how they can help optimize other areas of your nonprofit’s technology strategy!

RKD Digital is a Google Grants agency that will help you develop a holistic marketing strategy.

3. RKD Digital | Best Google Ad Grant Agency for Digital Marketing

As the first full-service direct-response company to be added to the Google Grant Certified Professional Community, RKD Digital is a Google Grants agency that works with nonprofits to produce effective marketing strategies. Since 2004, they’ve empowered their nonprofit clients to spark meaningful relationships in the digital world. They’ll help you craft campaign strategies and messaging, helping you harness the power of available online marketing opportunities like the Ad Grants program.

Backed by deep experience in the nonprofit industry, they’ll help you reimagine what marketing looks like with Google Grants services, such as:

  • Account activation. Rest assured that this Google Ad Grant agency will handle every part of the application process, from securing validation tokens to filling out relevant applications.
  • Campaign and ad creation. This Google Grants agency will build high-level campaigns that follow the appropriate account structure. They’ll even write the ad copy for you!
  • Holistic strategy development. They’ll help you determine how Google Ad Grants fit into your multichannel marketing strategy, so you can intertwine your efforts and achieve your conversion goals.

RKD Digital is a Google Grants agency that can take your digital marketing to the next level.

 Getting Started with This Google Grants Agency

If this agency sounds like a good fit, check out their website to learn more about their approach to Google Ad Grant management. You can also dive into some of their other digital marketing services before contacting their team!

Check out Allegiance Group, an experience Google Ad Grants agency for nonprofits and associations.

4. Allegiance Group | Best Google Grants Agency for Fundraising

Allegiance Group is an experienced Google Grants agency that works exclusively with nonprofits and associations to grow their online footprint. They’re a full-service firm that intertwines fundraising, marketing, and technology, so their nonprofit clients can inspire action and make an impact. Their approach to marketing is to build story arcs that blend stewardship, engagement, advocacy, and fundraising communications, so you can effectively bring your mission to life through your digital content.

They’ll help you harness the power of the Google Ad Grant to share your powerful content and drive conversions with the following services:

  • Ad creation. Allegiance Group will craft the copy for your Google Ad campaigns, ensuring it fits your nonprofit’s voice. Then, they’ll monitor your ad campaigns and make adjustments based on the metrics it generates.
  • Form optimization. Thanks to their experience with form creation tools like EveryAction and Salesforce, Allegiance Group can optimize your landing pages. Using your preferred platform, they’ll develop custom forms and surveys that you can promote with Google Ads and drive more conversions.
  • Custom reporting. Allegiance Group will develop custom implementations of Google Analytics for your team. They’ll deliver insightful reports and grant you access to real-time dashboards, so you can check in on your ads’ performance whenever you want. They’ll share critical metrics, interpret your data, and even give recommendations for your next Google Ad Grant campaign.

Allegiance Group is another great digital marketing and Google Grants agency.

Getting Started with This Google Ad Grant Agency

Allegiance Group will enable you to intertwine your digital fundraising and marketing efforts. Explore their website to learn more about how they can leverage your Google Ad Grant money to grow your fundraising and connect with likely prospects.

WebFX is another great Google Grants agency, even though they primarily serve businesses.

5. WebFX | Best Google Grants Agency for NGOs

WebFX prides itself on driving qualified traffic, converting visitors, and leveraging cutting-edge technology to deliver real results to their clients. While their primary focus is on businesses, they also empower NGOs to take advantage of Google Ad Grants and are even part of the Certified Partner Directory.

As a leader in SEO, PPC, social, and web design services, this Google Grants agency can empower you with offerings like:

  • Industry analysis. They’ll analyze the current SEO landscape of your industry, so you can determine what your prospects are searching for online and what content they’ll interact with.
  • Ad copy and performance testing. They’ll handle the copywriting for you. Then, they’ll monitor your campaigns’ performance to determine what drives users to engage with those ads.
  • Google Analytics tracking. WebFX has plenty of experience with Google Analytics, so they’ll make sure you set up goal tracking in compliance with the program’s guidelines.

If you're looking for an effective Google Grants agency, consider WebFX!

Getting Started with This Google Grants Agency

WebFX is backed by a team of experts to help you make the most of your SEO strategy. Take a look at their website to learn more about their digital marketing services to make sure they align with your nonprofit’s needs.

TrueSense Marketing is a Google Grants agency with plenty of SEM experience.

6. TrueSense Marketing | Best Google Grants Agency with SEM Experience

Composed of more than 200 professionals with search engine marketing (SEM) experience, TrueSense Marketing is a reliable Google Grants agency. Their team of specialists will handle every step of the process, from your initial application to ongoing maintenance. They know what it takes to create marketing materials that will stand out on search engine results pages and can make sure your ads are put in front of the right audience.

They’ll work alongside your team and create powerful Google Ad campaigns through services like:

  • Keyword research. They’ll do plenty of research to determine what your most likely prospects are searching for online. Then, they’ll make sure your ads point them to landing pages that match their needs.
  • A/B testing. By tweaking elements like the ad copy, title, and landing page, they’ll create multiple versions of your ads to find out which elements drive users to convert. Then, they’ll make adjustments to create the best possible ads for your nonprofit.
  • Campaign optimization. After your ads are pushed live, they’ll run search query reports to determine anything that’s not working. Then, they’ll make adjustments accordingly.

For a Google Grants agency with an SEM background, check out TrueSense Marketing.

Getting Started with This Google Ad Grant Manager

TrueSense marketing knows what it takes to meet your digital supporters’ needs. Take a look at their website to learn more about their approach to Google Ad Grant management.

Digital Ninjas is an Australian-based Google Ad Grants agency.

7. Digital Ninjas | Best Google Grants Agency for Advocacy Organizations

Based in Australia, Digital Ninjas is a professional consulting firm that helps nonprofits drive greater fundraising and advocacy results through digital campaigns. With services dedicated to Google Ad Grant management and organic search, they’re a trusted source for all aspects of your SEO strategy.

Here are some of their core Google Grants services that will help you stick out online:

  • Google Analytics. The experts at Digital Ninjas will help you measure the metrics that matter most to your organization within Google Analytics. Whether it’s fundraising results or engagement with your advocacy work, they’ll help you track it.
  • Ad copy development. Trust that this Google Grants agency knows how to develop high-quality ads. They’ll make sure they understand your organization’s brand voice and goals, so they get the ad copy right the first time!
  • Account development. Once they’ve pinpointed the right keywords and gotten the ad copy approved, they’ll build out your account and make sure everything’s ready to go.

If you work at an advocacy organization, take a look at Digital Ninjas, a certified Google Grants agency.

Getting Started with This Google Grants Agency

Operating at Ninja-like speed, Digital Ninjas is prepared to make your SEM endeavors a breeze. Check out their website to learn more about their approach to Google Ad Grants and other paid search ads.

Uprise Up is a Google Grants agency located in the U.K.

8. Uprise Up | Best Google Grants Agencies for UK-Based Organizations

Located in the United Kingdom, Uprise Up is a data-driven digital media agency. They strive to help mission-driven organizations make a positive difference in the world by enabling laser-focused marketing strategies. As part of their relentless endeavor to further social good, they offer Google Ad Grant management services to nonprofits.

They’ve honed their tactics to help nonprofits extract maximum value from the Google Ad Grant and offer services such as:

  • Account testing. Uprise Up will run your account through its Ad Grant policy checker to make sure you’re always adhering to the rules. They’ll also continually test your campaigns’ results to make sure they’re driving qualified prospects to your site.
  • Future-proofing. As a certified partner, Uprise Up is on top of the program’s requirements and will respond to any new algorithm changes as soon as they hear about them.
  • Compliance. This agency uses automated scripts to continually check that your account adheres to the policies. If anything is flagged, they’ll make the necessary adjustments to your account.

If you're located in the United Kingdom, check out Uprise Up's Google Grants agency.

Getting Started with This Google Ad Grant Manager

As one of the few UK-based Google Grants agencies, Uprise Up is a great choice for UK organizations. Although, they are certified, so they receive advice from the Google Grants team located in California as well. Before reaching out, take a look at their website to learn more about their work.

Koios is a Google Grants agency that works with libraries.

9. Koios | Best Google Grants Agency for Libraries

With a sole focus on libraries, Koios empowers its clients to make their library’s resources more discoverable online. The agency’s goal is to enable libraries to reach beyond their existing patron base to bring in new supporters through effective Google Ad Grant management.

Trusted by dozens of clients, they help libraries around the country take advantage of the program through helpful services such as:

  • Google Grant application. Their team will help you get your verification token from TechSoup, set up your Google for Nonprofits account, and configure your Google Ads account. If Google turns down your application, they’ll follow the instructions provided to reapply.
  • Ad optimization. Koios will monitor your campaigns and make sure you’re driving meaningful conversions. They even boast an average 12.8% CTR, which is well above the industry average of 3%.
  • Catalog awareness. This is the bedrock of Koios’ service. You simply provide their team with a complete set of MARC records, and they’ll put the entire thing online. Doing so helps expose catalog records through your ads that would otherwise be invisible to Google.

Koios is a Google Grants manager that will help your library expand its reach.

Getting Started with This Google Grants Agency

If you work for a library and see your organization benefitting from the program, Koios will be a great addition to your team! They offer a 60-day free trial, so you can see what it’s like working with their experts. Before reaching out, explore their website to learn more about what they can do for you.

INTK is a Google Grants agency that works specifically with cultural organizations.

10. INTK | Best Google Grants Agency for Cultural Organizations

Trusted by more than 30 organizations, INTK is a great choice for your Google Ad Grant management needs. They work exclusively with cultural organizations, so if you work for museum, performing arts center, or another type of cultural organization, they can help you generate awareness through targeted ads on relevant search results pages.

Here are some of the core services they offer to help you make the most of the opportunity:

  • Google Grant application. With a 99% success rate, they can help you apply for the program. In the off chance that your account isn’t approved, they’ll take the appropriate steps to ensure it is.
  • Campaign creation and maintenance. They’ll help you get your campaigns up and running. Then, they’ll perform monthly maintenance to ensure everything’s in line.
  • Website design. While separate from their Google Ad Grant management services, INTK also offers web design and development. They’ll create a website unique to your industry with the features you need. That way, you can develop valuable content to promote through your Google Ads.

INTK is a professional Google Grants manager that can optimize your Google Ad Grants account.

Getting Started with This Google Ad Grant Agency

Bear in mind that INTK is based in the Netherlands. However, they’re also certified by Google and have direct access to the Google Ad Grants team, which means their in the loop with the latest changes in the program’s compliance requirements. Take a look at their website to learn more about their approach.

Platypus Digital's Google Grants agency is a reliable choice for any nonprofit.

11. Platypus Digital | Best Google Grants Agency for Multichannel Strategies

Platypus Digital is a leading digital marketing agency for charities. Whether you need them to set up your Google Ads account from scratch or optimize your existing account, their team of experts is there to help every step of the way. With expert Google Ad Grant management, they’ll help you make the best use of your grant to increase brand awareness, connect with motivated supporters, and increase donations.

Here’s how they help you maximize the return on your efforts:

  • Compliance audit. Request a one-off compliance audit where they’ll analyze your account and walk you through the exact changes you need to make to be in line with Google’s requirements.
  • Up-to-date reporting. They’ll keep you updated on your performance through Google Data Studio dashboards by objective. They’ll also send you regular emails and scheduled reporting calls where they walk you through results.
  • Multichannel strategy development. In addition to managing your Google Ad Grants, they’ll also manage paid Google Ads and GrantsPro accounts. Plus, they’ll run search, display, YouTube, and shopping ads. In turn, you’ll have a more holistic marketing strategy backed by certified Google Ads strategists.

Develop strong multichannel marketing strategies with help from Platypus Digital's Google Grants agency.

Getting Started with This Google Grants Agency

Since 2014, they’ve worked with more than 160 nonprofits to enhance their digital marketing and fundraising efforts. If you think they’d be a good fit for your organization, explore their website to learn more about their Google Grant services.

Farrer Digital is a Google Grants agency that will help you optimize your strategies and conversions.

12. Farrer Digital | Best Google Grants Agency for Maximizing Conversions

As one of seven certified Google Ad Grants professionals in the United Kingdom, Farrer Digital is a reliable choice for any size nonprofit. The agency was established in 2012 and founded on the principle that business should be transparent and direct. The agency’s sights are set on the long-term success of each client, so you know your account is in capable hands.

Here are their core Google Grants services:

  • Google Grant application. Simply provide them with your registered charity number and TechSoup validation token, and they’ll apply for the grant for you within 10 minutes.
  • Strategy development. Once your account is approved, they’ll meet with your team to discuss your account strategy. They’ll help you determine the best way to allocate your $10,000 each month and drive higher traffic to your site.
  • Conversion rate optimization. They’ll take the time to understand the source of your website traffic and how users interact with your site. Based on this, they’ll design a digital strategy and optimize your landing pages to deliver the best user experience, thus maximizing each ad’s conversion rate.

Farrer Digital is a reliable Google Grants manager for conversion rate optimization.

Getting Started with This Google Ad Grant Manager

Farrer Digital is a solid choice for any nonprofit looking to maximize its ROI with more intentional digital marketing solutions. If you’re looking for a Google Grants agency that strives to drive long-term growth, this firm might be the right choice for you. Before reaching out, take a look at the other digital marketing services they offer.

Here's how you should kickstart your Google Grants agency hiring process.

Next Steps for Your Google Grants Strategy

When it comes to starting your nonprofit online marketing on the right foot, the Google Ad Grant is your answer. However, applying and maintaining your account is no walk in the park. Whether you’re having trouble proving your website is valuable or can’t keep up with Google’s compliance guidelines, turning to a professional Google Grants agency, like Getting Attention, is your best bet.

While we shared several recommendations, Getting Attention is the only full-service agency that focuses solely on Google Ad Grants above. We’ll handle every aspect of your account, starting with eligibility confirmation through ongoing maintenance. In no time, you’ll start driving more conversions, connecting with more prospects, and generating great results for your cause! If you’re interested, reach out for a free consultation. Like we mentioned, we’re happy to discuss our experience in other areas that aren’t listed on our site.

In the meantime, are you interested in learning more about Google Ad Grants or marketing your mission effectively? Explore these great additional resources:

Reach out to our Google Grants agency to transform your account management strategies.

Learn everything you need to know about Google Ad Grants for nonprofits in this guide.

Google Ad Grants for Nonprofits: The Complete Guide

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:

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!

Contact us at Getting Attention to enhance your Google Ad Grants management.
This section will review the fundamentals of Google Ad Grants.

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.

Here's an example of a nonprofit putting its Google Ad Grants to use.

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.

Let's take a look at the advantages of leveraging Google Ad Grants for nonprofits.

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.

These are the most common reasons nonprofits leverage 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.

The Google Ad Grants program has several eligibility requirements in place.

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:

Use this checklist when determining your nonprofit's Google Ad Grants eligibility.

  • 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.

Reach out to learn about how we can transform your Google Ad Grants management.


Let’s review how you can apply for the Google Ad Grants program.

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:

 Use this chart to see what your next step is to apply for Google Ad Grants for nonprofits.

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.

Leverage these tips for better Google Ad Grants management.

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.

Here are the 5 key best practices to better Google Ad Grants management.

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

These are the most common conversion goals that nonprofits set for their ads.

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.

You’ll need to actively maintain your Google Ad Grants account to see results.

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:

Keep these crucial Google Ad Grant rules in mind as you build out your account.

  • 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.

Connect with our team to see how we can help your account stay compliant with all Google Ad Grant rules.


Learn how working with a professional agency can amplify your Google Ad Grants management.

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:

A Google Ad Grants agency can help optimize your account.

  • 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!

Explore these additional resources to continue learning about Google Ad Grants for nonprofits.

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:

Contact the professionals at Getting Attention to learn more about Google Ad Grants.

Google Ads Optimization: 7 Steps For Improved Performance

Google Ads are an incredibly useful tool when it comes to broadening your nonprofit’s audience reach and driving conversions. They allow organizations to display advertisements strategically at the top of search engine results pages (SERPs). Doing so promotes increased traffic flow and interactions with your organization, further driving your mission to the public.

If you’re looking to thrive in the online space, utilizing Google Ads is the answer. However, running a Google Ads campaign is not a one-and-done solution for promoting your nonprofit.

It is vital that organizations continuously refine and improve their Google Ads strategies to most efficiently target their desired audience.

At Getting Attention, we specialize in helping nonprofits make the most of Google Ads using the Google Ads grant. In this article, we’ll cover a fewcritical topics for optimizing your Google Ad campaigns,, including:

Continue reading to discover the ways Google Ads can benefit your organization!

This graphic will link readers to a free Getting Attention consultation.

This section covers the benefits of Google Ads for nonprofits.

Is Google Ads worth It?

Simply put: yes. Considered the world’s largest and most widely used online advertising platform, Google Ads have helped countless organizations drive their missions. In fact, Google estimates that businesses make $11 in profit for every $1 they spend on Google Ads.

This statistic highlights the value of Google Ads for nonprofits.

These advertisements provide an array of benefits that are irreplaceable by other nonprofit marketing tools. Some examples include:

This graphic showcases the benefits of Google Ads Optimization.

  • Increased online conversions such as event sign ups, donations, and volunteer registrations.
  • Broadened reach to donors and supporters new and old, inspiring them to take action.
  • Simultaneous campaigning including the ability to market multiple ad campaigns simultaneously.
  • Efficient performance tracking ensures campaigns are always improving.
  • Greater audience understanding to better meet the needs of your organization’s digital supporters.

Another key component that differentiates Google Ads from other online nonprofit marketing tactics is its high customizability. Google Ads allow organizations to create highly specific advertisements in order to best serve different segments of their target market.

For instance, Google Ads allow the use of geotargeting. This is an important strategy that displays advertisements in geographically relevant locations. Let’s say your organization is promoting a fundraising event at a restaurant in Chicago. Geotargeting ensures nearby users will see such promotional efforts. This will prevent your organization from wasting resources on displaying these ads to distant audiences, such as users in California.

In addition to being customizable, Google Ads are an integral tool to nonprofit marketing because they are highly measurable. Google provides many analytical tools that allow your organization to efficiently track campaign success and make any necessary adjustments.

If your organization has dabbled in Google Ad use but found little success, optimizing your ad strategy and expanding your budget through Google Ad Grants can make a big difference. Putting in the effort to find success with your Google Ads campaigns with reap long-term benefits, as Google Ads is an extremely flexible tool that is worth the investment. With thoughtful strategy and proactive management, success will soon come your way.

Google Ads vs. AdWords: What’s The Difference?

This graphics shows readers that Google Ads and AdWords are the same.

Essentially, Google Ads and AdWords are the same thing. In shifting towards a more audience-centric mindset, Google made the decision to consolidate their abundance of ad offerings into three main platforms: Google Ads, Google Marketing Platform, and Google Ads Manager. This meant saying goodbye to the formal naming of AdWords.

Even though the formal title is gone, the offerings of AdWords still exist under the Google Ads umbrella. The elimination of AdWords was simply a rebranding decision. Google implemented this change to make the purpose of Google Ads more clear: helping marketers to connect, through advertisement campaigns, with the billions of Google users.

Now that we have cleared up any confusion, it’s time to uncover the ways Google Ads can help you.


This section covers the costs of Google Ads campaigns.

Are Google Ads expensive?

Many organizations shy away from using Google Ads out of fear of draining their marketing budget. However, the reality is that Google Ad pricing can vary and will depend mostly on your organization’s budget.

However, there is one particularly useful tool that can help you optimize your Google Ad opportunity, and that would be the Google Ad Grant. This grant program allows your organization to greatly expand its advertising budget with free monthly Ad spending. Even better, there are Ad Grant agencies available to help guide you along the Ad Grant process and ensure you are optimizing your resources.

Interested to learn more? Follow along as we unpack the Google Ad Grant program and all that it offers.

What are Google Ad Grants?

Google Ad Grants provide eligible nonprofits $10,000 in monthly ad spending. This boils down to $329 per day in Google Ad use at no cost at all.

If your nonprofit is new to the world of Google Ads or is currently running some unsuccessful campaigns, Google Ad Grants and the assistance of professional agencies can be the keys to your success.

Ad Grant agencies, such as Getting Attention, are made up of certified experts in the realm of Google Ad Grants. They provide services such as:

This graphic highlights Google Ad Grant agency services.

  • Google Grant Application: Experts will walk you through every step of the application process to ensure your account is reviewed and accepted.
  • Google Grant Hygiene: When it comes to Google Ads, data is everything. With the help of experts, you will not have to deal with duplicate points or outdated data weighing down your processes.
  • Google Grant Reactivation: If suspended, agencies can help get your account up and running again—allowing you to avoid the headache—and make sure it stays up and running
  • Keyword Research: Professionals help make sure your website content is effectively serving audience needs, while also inspiring them to take action.

Essentially, anything you could possibly need help with, Ad Grant agencies will be there ready to assist. In order to best optimize your Ad Grant opportunity, reach out to an agency today!

Aside from agency assistance, we are going to uncover the essential practices your organization can implement to promote success in your Google Ad campaigns.


This section discusses the best ways for optimizing Google Ads campaigns.

How Do I Optimize Google Ads? 7 Steps

Some nonprofits enter the Google Ad sphere with a “set it and forget it” mentality. Not to be the bearer of bad news, but this strategy of setting up a campaign and failing to adequately monitor it will get your organization nowhere.

Initial setup may be the first step in generating a Google Ads campaign, but it is certainly not the last. Follow along as we uncover the steps of Google Ad optimization from start to finish, beginning with current ad evaluation.

This graphic highlights the 7 key Google Ads Optimization tools.

1. Evaluate your current ads.

The first step to optimizing your Google Ads campaigns is to evaluate your current ad performance to see what is and is not working. The five key metrics you will want to pay attention to are:

This graphic showcases the important metrics to evaluate for Google Ad Optimization.

  1. Impressions: An impression occurs every time your ad is displayed or seen by someone on Google. In order to increase impressions, you will need to broaden the visibility of your campaigns. The best way to do this is through increasing ad quality and relevance. If Google deems your ads irrelevant to the audience you’re targeting, they will not display the campaign to a high number of searchers. This leads to low impressions and poor performance, ultimately wasting your resources.
  2. Conversions: A conversion occurs when a user takes the desired action of your advertisement. This will happen off of the search engine results page and on your website. For instance, if you’re running an ad in hopes of increasing swimsuit sales for your brand, a conversion would be the amount of people who see your ad and follow through with the purchase. Keeping track of the amount of impressions that lead to conversions will help you quickly identify which ads in your campaign are performing the best.
  3. Cost: “Cost per click,” or CPC, helps to most accurately determine your organization’s spending budget. Scaling ads to see how much money must be spent in order to drive the desired conversion is a great place to start. Your bid, quality score, and rank will also impact how much your nonprofit must spend. A bid is the maximum amount you’re willing to spend for a click, while quality score is a rating of ad and keyword relevancy. The rank will then determine your ad’s placement on the SERP.
  4. Click-through rate (CTR): This metric is the best way of measuring ad relevance. A high CTR means a large audience is seeing the ad, clicking it, and performing conversions. CTR is determined based on the number of clicks and impressions.

Knowing and evaluating these five important metrics will set your organization up for advertisement success.

2. Check for lost impressions.

A great way to keep track of key metrics is by organizing them in a spreadsheet separated by the hours of the day. With designated columns for clicks, impressions, CTR, conversions, and cost, your organization can clearly see at what times during the day your ads are performing most successfully. Google Analytics makes this information easily accessible by going to Reports > Predefined Reports > Time > Hour of Day.

The spreadsheet will also showcase where you’re missing the most opportunities.

For example, to check for lost impressions, you will want to reference the Search Lost IS (budget) column. Lost impressions are missed impression opportunities between you and your audience. This column will outline the potential impressions percentage that could be lost without allocating an adequate budget towards your ad campaigns. If this value is staggering, consider investing more.

If all of this math and budget talk is not really your thing, no need to worry. Google Ad Grant agencies can assist with this aspect of ad management to make sure your ads have optimal performance, with no opportunities going by the wayside.

3. Identify negative keywords.

Unlike their title, negative keywords are not inherently bad. Simply put, these are phrases your organization may not want their ads to share association with. Hypothetically, if your organization is hosting a fundraising gala, you may not want to make “gala” on its own as a keyword. What happens if people search for Met Gala photos? They will be directed to your site.

Since your organization is charged every time someone clicks on your advertisement, it is vital to exclude irrelevant search terms for your Google Ads campaigns. Failing to do so will result in your nonprofit paying money for clicks that never turn to conversions. So, when formulating your campaigns, pay attention to and exclude wasteful keywords.

Start by generating a negative keywords list. Begin by searching through the Google Ads Keyword Planner to help generate ideas of negative keywords for your organization. The Keyword Planner will provide you with a list of related terms to those keywords, along with some data on their search volume and competition. Doing individualized research of what keywords won’t serve your organization well will aid your ad campaigns in the long-run.

4. Adjust ad targeting.

As with all other types of digital marketing, targeting is an incredibly important factor when it comes to Google Ads. Having a solid understanding of the intent of your audience is essential to formulating an effective campaign. Some questions to ask yourself about your supporters include:

  • What does your ideal supporter want?
  • What does your ideal supporter look like?
  • Where does your ideal supporter live?
  • How much money do they make?
  • What are the interests of your audience?

Answering these questions and incorporating them into your ad targeting strategy will allow your organization to best predict what will lead to the highest conversions. There are many audience metrics advertisers should pay attention to when running a campaign. A few key factors are:

This graphic highlights key audience metrics for Google Ad Optimization.

  • Demographics: Target your audience based on gender, age, location, and device.
  • Affinity: Reach your target market using search and display networks.
  • Market: Display ads to individuals with a history for searching products or missions similar to yours.
  • Intent: Select keywords related to the people who engaged with similar content in the past.
  • Re-marketing: Target people who have interacted with your organization in the past, but may have not converted. Your efforts will push them towards conversions.

Paying close attention to these metrics will allow your organization to target advertisements for optimal performance.

5. Use A/B testing for the best ad copy and design.

A/B testing is a useful method for comparing and evaluating ad performance. It is a method of comparing two versions of a web page against one another to properly determine which is the optimal performer. Conducting an A/B test can help you optimize your ad copy and design, specifically concerning:

  • Your offer
  • Your headline
  • Your description
  • The url

If any of the factors listed above are inhibiting your ad performance, your organization should test them against something else. The essence of A/B is to learn the culprit of poor ad performance. An example of incorporating A/B testing into your practices would be altering headlines to see how they impact performance.

Alongside A/B testing, there are a handful of copy best practices we suggest your organization incorporate in ads, including:

  • The use of active language
  • Incorporating personal pronouns like “you”, “we”, “us”, and “our”
  • Using the words “get”, “buy”, “shop”, or “try” effectively in CTA’s
  • Focus on benefit to the potential customer; what they’re ultimately trying to achieve by using your product or service

A/B testing and proper copy formulation will boost your ad campaign success.

6. Improve your landing pages.

If an ad is performing well and getting a lot of clicks, but conversions are still low, the problem may be your landing page. Since users spend less than 15 seconds on a webpage before deciding to stay or leave, it’s essential you optimize your landing page to drive your desired conversions.

Some important components to pay attention to when it comes to your landing page include the following:

This graphic shows how to best optimize nonprofit landing pages.

  • Prioritize and update your content layout. To keep users on your site, you must ensure your content is updated. Keeping your website’s design simple and easy to navigate will increase users’ likelihood of staying on the page as well.
  • Improve the readability of your pages. Your website should be readable for everyone, regardless of device or ability. Make sure your font is easy to see, the content is broken up into skimmable sections, the background and font color are contrasted, and all writing is spell-checked and grammatically reviewed.
  • Add engaging graphics or images. A great way to break up your text is through using engaging graphics. Humans are visual learners, so providing useful images will increase their affinity towards your site.
  • Incorporate interactive or clickable elements. Using interactive or clickable elements on your site is a great way to increase visit length and drive conversions. They will help capture user’s attention and encourage interaction with your site.
  • Optimize your most popular landing pages. For many websites, the homepage is considered the most important landing page. However, that is not always the case for nonprofits. Whether it be online donation pages, event registration pages, or volunteer opportunity pages, optimizing these sections will ensure users are having a positive experience with all aspects of your website.
  • Incorporate internal links. Internal links help to encourage interaction amongst your content, as well as improve your website’s search engine optimization (SEO) quality.
  • Show credibility. As soon as a user enters your site, they will likely be searching for reasons to trust your organization over competitors. Establishing credibility will lead to increased trust with your audience. You can do so by linking to social profiles, adding awards and certifications, and includes bios of staff members.

Following these steps will allow your organization to create the best online experience for users and subsequently drive conversions.

7. Use the right tools.

A great thing about Google Ads is that there are many tools organizations can use to help manage and evaluate ad performance. These offerings will help ensure your nonprofit is optimizing its ad opportunities and not wasting valuable resources on poor performing ads.

The main optimization tools to note are:

  • Google Analytics
  • Google Keyword Planner
  • Google Ad Grant Management

In the next section we will tap into how to properly make use of each tool.


This section covers essential tools for successful Google Ads campaigns.

3 Essential Google Ads Optimization Tools

Here we will dive deeper into how the following tools can help you identify opportunities for optimization and make running google ads easier overall – a win-win!

This graphic showcases the 3 essential tools for successful Google Ads campaigns.

Google Analytics

Google Analytics allows your organization to easily track data on your Google Ads. With the valuable insight this data provides, Google Analytics is crucial to ensuring your ads are performing well. Here are some benefits Google Analytics provides:

  • The big picture. Linking your ads to Google Analytics enables you to measure performance, so your organization can compare its ad efforts to other marketing channels. You can also gain valuable insight on keywords, user behavior, and ad performance which will allow you to attain a better understanding of your customers.
  • Access to engagement metrics and reports. Google Analytics provides many useful metrics, such as bounce rate, average pageviews, and average time spent on site. Linking to Google Analytics gives access to all of these metrics and more, allowing your organization to best evaluate ad campaign success.
  • Improved Google Ads reporting. Google Analytics allows organizations to clearly see what users are doing when they arrive on their site and discover why they are shying away from converting.
  • Identify conversion-drivers. If you’re tracking several different conversions in Google Ads, it can get confusing at times. Once you have linked to Google Analytics, it is far easier to identify which keywords and ads are generating the most conversions.
  • Understand the customer journey. Google Analytics provides a well-rounded look at the customer journey, focusing on key moments that will help you edit your advertising campaigns to enhance the user experience and drive conversions.

It is evident that Google Analytics serves as an incredibly valuable resource when it comes to running an ad campaign. To optimize your Google Ad experience, consider using this tool today.

Google Keyword Planner

The Google Keyword Planner is a great tool to help you formulate your ad campaigns. When you have a solid understanding of what keywords would be best to target, you can optimize your ad spend. Google Keyword Planner allows your organization to:

  • Discover new keywords. Google Keyword Planner allows your organization to search for words or phrases related to your mission. Using this tool will unlock the keywords most relevant to your nonprofit.
  • Research keywords. The research tool gives insight into how often certain words are searched for and how those searches may have changed over time. This will help your organization to narrow down the list of keywords you really want to use.
  • Get bid estimates. The planner will provide suggested bid estimates for each keyword to help your organization properly determine its advertising budget.
  • Make your plan. Once you have identified your desired keywords, you can add them to your advertising plan with the Google Keyword Planner. When you’re ready, you can finalize your advertising plan and begin launching campaigns.

Keywords are the essence of Google Ad success. Without the right keywords for your audience, you will fail to adequately reach your target market, spread your mission, and drive conversions. Therefore, Google Keyword Planner is the perfect tool to assist in this part of the ad formulation process.

Google Ad Grants Management

Enlisting the help of a certified Ad Grant agency plays an integral role in ad campaign success. Their many services allow your organization to reach a wider audience and save money in the long-run.

For example, at Getting Attention we offer a number of Google Ad Grant management services including:

  • Google Grant Management. Tracing conversions and campaign performance is an ongoing process. Experts can assist with staying on top of reporting, while also pinpointing useful opportunities and goals for your nonprofit.
  • Creating, maintaining and optimizing ad campaigns. With effective results requiring 3-5 ongoing campaigns, having professionals there to continuously track performance and refine strategies will prove incredibly beneficial to your overall success.
  • Optimizing website content. In order to best serve the needs of your audience, your website will need refinement to account for the increase in generated traffic. Getting Attention can help keep your website in the best shape via keyword research, landing page relaunches, and more.
  • Practicing account upkeep. To avoid grant suspension due to poor account maintenance, agencies can help make sure your organization is in constant compliance with Google Grant guidelines. This will help to avoid ever having to go through the account reactivation process.

If your organization is feeling frustrated with ineffective ads, overwhelmed by how to set up those ads, and unable to effectively manage them, Ad Grant agencies are here to help you.

To learn more, request a free consultation with Getting Attention today.

This section provides additional Google Ad resources.

Wrapping Up

To make sure your nonprofit thrives, it is essential that you not only set up Google Ads, but ensure that they’re performing well over time. Although the process may seem daunting, your nonprofit is never alone!

Remember that there are several resources – such as the Google Ad Grant and Ad Grant agencies like Getting Attention – that are available to help you succeed. To learn more, contact our team today.

If you are looking to investigate further in the meantime, here are some helpful resources:

What is a Google Ad Grant? Learn more in this guide.

What Is A Google Ad Grant? The Ultimate Guide for Nonprofits

For nearly two decades, Google Ad Grants have helped nonprofit organizations thrive in highly competitive marketing environments. The program is a valuable tool that fuels many nonprofits’ missions and supports the growth of organizations. However, if you’ve clicked on this guide, you may be wondering what exactly is a Google Ad Grant and are unfamiliar with this game-changing opportunity

Don’t fret! You can still learn all you need to know about Google Ad Grants and begin your application today.

Getting Attention is a trusted expert in bringing new supporters to your website through Google Ad Grant management. We handle every stage of the management process, all the way from eligibility confirmation to account reactivation. In this guide, you’ll find everything you need to know about the Google Ad Grant program, including information about the application process and eligibility requirements. We’re here to answer your questions and help your nonprofit make the most of its grant.

In this guide, we’ll cover the following foundational information about Google Ad Grants:

Then, at the end of the guide, we’ll provide a few tips to bring your Google Ad Grants strategy to the next level. Let’s get started!

Learn what a Google Ad Grant is and how to optimize your strategy with Getting Attention.

What is a Google Ad Grant?

What are Google Ad Grants? 

The Google Ad Grants program provides free Google Ads to select charitable organizations.

The Google Ad Grants Program awards select 501(c)(3) nonprofits with $10,000 in monthly ad credits to create and host advertising campaigns on Google. These free ads allow organizations to amplify their presence on search engine results pages (SERPs) and get their website content in front of the right eyes. 

If your nonprofit has a website, the Google Ad Grant is one of the most cost-effective and powerful marketing resources available. You just need to do plenty of research to determine which keywords your prospects are searching online. Then, create compelling ad copy that encourages people to click through to your website.

How much is the Google Grant? 

The Google Ad Grant program gives $10,000 worth of ad spend each month to any eligible nonprofits. While regular Google Ad accounts actually have to pay per ad click, Google Grant participants can display their advertisements for free. That way, nonprofits don’t have to spend their marketing budget on amplifying their cause.

Since 2003, Google has awarded more than $10 billion in free advertising to more than 115,000 nonprofits across 51 countries. 

The best part is that any organization can participate without competing for funds. As long as your organization meets and maintains compliance with Google Ad Grants eligibility requirements, the grant renews automatically each month for as long as you need it. But don’t worry if you don’t know how to spend the full $10,000. Google Grant managers from an agency like Getting Attention will ensure you get the most out of your grant by focusing on online conversions and driving measurable results for your organization.

How do Google Ad Grants work?

Google Ad Grants give nonprofits monthly funds to spend on paid search ads in Google. These ads enable your nonprofit to appear on Google when it matters—when someone searches for topics related to your mission. It’s a great way to educate the public about your cause and grow your audience. 

Paid search ads are shown at the top of the SERP, meaning your nonprofit will have a greater chance of increasing visibility and connecting with more people. Your nonprofit will choose keywords (abiding by certain guidelines outlined by Google), run campaigns, and track the success of those campaigns using Google Analytics.

How Can My Nonprofit Use a Google Ad Grant?

Google Ad Grants are an incredible marketing tool that your nonprofit can use to promote your mission and encourage supporters to take certain actions. Qualifying nonprofits use their Google Ad Grants to run a variety of campaigns with a wide range of purposes, such as:

  • Spreading awareness. If your nonprofit’s mission focuses on increasing public awareness about a specific issue, you can use your Google Ad Grant to launch educational campaigns focused on providing information. 
  • Attracting new donors. Soliciting donations is essential for nonprofits’ continued operations. A Google Ad Grant campaign can put your nonprofit in front of more new donors, helping build brand recognition and earn donations.
  • Recruiting volunteers. Do you need more people to help fulfill your mission? Nonprofits can use Google Ad Grants to launch campaigns focused on getting people to sign up to volunteer, whether it’s for an upcoming campaign or an ongoing initiative that can always benefit from having a more hands-on deck. 
  • Informing potential beneficiaries about your services. If your nonprofit provides a service that people might be searching the web for, you can get their attention with a Google Grant. For example, a nonprofit that provides low-income families with school supplies might launch a campaign with keywords like “free school supplies” to show up in a variety of related queries potential beneficiaries are likely to search for. 
  • Promoting ongoing events or fundraisers. Just as your nonprofit can encourage people to donate or volunteer, you can also use Google Ad Grants to promote other ongoing fundraisers, events, and activities at your nonprofit. 

When determining if a Google Ad Grant can help you achieve a goal, consider whether or not that goal would be furthered by spreading awareness and getting more people involved. If so, you can likely use a Google Ad Grant to promote it, just like you would other marketing channels.


What is a Google Ad Grant and who qualifies for them?

What Are Google Ad Grants and Who Qualifies for Them?

Before requesting a Google for Nonprofits account, find out if your organization qualifies, what you’ll need for verification, and what to expect throughout the process. If you apply and you’re eligible, you will quickly be approved. 

Every registered nonprofit—other than hospitals, schools, and government organizations—is eligible for the Google Ad Grant. For U.S.-based organizations, that means you must have a 501(c)(3) designation. There is no limit on the number of nonprofits that can be approved for the program, unlike traditional grants which often have a limited amount of funds to be dispersed. 

If your nonprofit organization has an established web presence, it doesn’t take much to be eligible for the Google Ad Grant. To meet the eligibility requirements for Google Ad Grants, your organization must: 

Once you understand what a Google Ad Grant is, you can discover whether your nonprofit is eligible.

  • Hold a current and valid nonprofit status (501(c)(3)) 
  • Not be a government entity, healthcare organization, or educational institution
  • Have a functioning and detailed website with few existing ads
  • Install a Secure Sockets Layer (SSL) on your organization’s website
  • Agree to the terms of service 

Ongoing Compliance Requirements

Once you’ve applied for and been awarded the grant, Google has multiple rules for maintaining eligibility. Your organization must remain compliant with the following guidelines to continue reaping the benefits of free ads: 

  • No single-word keywords: Google determined that keywords must have at least two or more words to increase relevance. Swap keywords like “conserve” or “water” for complete phrases like “conserve water” or “donate to conserve water.” 
  • No low-quality score keywords: Quality score is a tool Google uses to determine how your ad campaign compares to others. Ads are given a score of between 1-10 that is calculated based on expected click-through rate (CTR), ad relevance, and landing page experience. Google requires mission-drive organizations to pause or remove campaigns with a keyword quality score of 1 or 2 to ensure the results are relevant to searchers. 
  • Maintain a 5% minimum CTR: Google requires that Ad Grants accounts maintain a CTR of at least 5% to stay in the program. If the click-through rate is low, this means that the ads aren’t meeting the searcher’s intent for the target keyword. 
  • Conversion tracking through Google Analytics: Install Google Analytics on your website to track conversions and understand your Google Ads performance.
  • Annual survey: Complete a survey each year to share your experience with the program. 
  • Account structure (minimum of two ad groups): Google requests that you have a minimum of two ad groups (a collection of keywords and ads) for each campaign. 
  • Account maintenance: Google needs to see that your organization is staying active with the account. If you don’t spend any money on the account for a certain period of time, your account may be deactivated. 

The good news is that Google will let you know how to get your account back up and running again if it’s ever deactivated. Even better, you can reach out to a Google Grants consultant to make sure that your account complies with the regulations and never gets deactivated in the first place.

If your organization is eligible and looking to take control of its digital marketing strategy, then we fully recommend you apply. We’ll break down the application process in the next section.

How to Apply for Google Ads for Nonprofits

The amount of time spent on the Google Grants application process will depend on your organization’s readiness. If you are already registered with TechSoup and have a website that meets Google’s requirements, the process should only take 2 to 14 days. If not, your organization will have to jump through a few more hoops to finalize the application. 

Check off these steps before submitting your application for the Google Ad Grant: 

Make sure your nonprofit meets the Google Adwords for Nonprofits application requirements by following this checklist.

  • Register with TechSoup. TechSoup partners with businesses to verify the legitimacy of different nonprofits before providing discounted and free software and services to them. 
  • Sign up for a Google for Nonprofits account. This will give you access to a range of free tools, such as Google Workspace and the Google Ad Grants application. 
  • Apply for the Google Ad Grant program. Within Google for Nonprofits, you’ll need to submit a pre-qualification survey, complete grant training, and submit the required materials to Google’s team.
  • Start promoting your web content. Once approved, your nonprofit can start amplifying its landing pages through Google Ads.

If you’re unsure of where to start, consider working with skilled Google Ad Grant consultants,  like our team at Getting Attention. We can help you save time and avoid potential mistakes that could slow down the process or risk your eligibility. 


How can you set your account up your Google Adwords for Nonprofits account for success?

How Can You Set Your Google Ad Grants Campaign Up for Success?

Google Adwords for Nonprofits are a useful digital marketing tool for nonprofits.

A healthy Google Ad Grant account requires proactive organization and optimization. Take full advantage of your grant by following these best practices for Google Ad Grant management. 

Optimize Your Website Before Directing Ads to It.

Rather than focusing on targeting ads, consider what happens once searchers land on your website. A common mistake is to send those users to your homepage, leaving it up to them to find the desired information. Take the time to study your audience—what are their personas, their motivations, and the keywords that resonate with them? What do you want them to do when they arrive at your website?

Create a targeted landing page that corresponds to the next action that you want ad viewers to take. On this landing page, keep the following best practices in mind:

  • Have a compelling headline 
  • Include strong visuals 
  • Share impact stories
  • Add a call-to-action button
  • Adapt to different screen sizes

You should also consider what types of content to create that your Google Ads will link to. While it can be tempting to just link to your donation page or volunteer form, it will be more effective to take the keywords your campaign is targeting into account. If it seems like users are actually searching for an educational guide on the topic, you’d likely want to create effective “cornerstone” content that someone searching for your keyword would likely find useful. 

Cornerstone content refers to web content such as articles that are educational, high-quality, and align both with your organization’s overall purpose and potential searchers’ keywords. For example, a nonprofit with a mission related to protecting oceans might write an article explaining how beach clean-ups work and the positive impact they can have for the environment and people living nearby. Then, someone who searches the term “beach clean-up” would see the nonprofit’s article and have their questions about the topic answered. 

Cornerstone content can also help promote your nonprofit’s other pages by including links to other blog articles, initiative information pages, and anything else relevant on your website. If your cornerstone content is detailed and valuable, readers will likely click on these links to explore the rest of your site. 

Targeted landing pages like cornerstone content can increase engagement and drive conversions. Make these pages valuable and be thoughtful about the descriptions use you to promote them. Remember, Google requires Google Ad Grant accounts to maintain a 5% click-through rate each month, which can be challenging if your content needs more work to be ready for a large audience.

Run 3 to 5 Campaigns. 

With the Google Ad Grant Program, your nonprofit can market multiple ad campaigns at the same time. Google requires organizations to run at least two campaigns, but your nonprofit should strive to take advantage of this opportunity by running at least three campaigns. Then you can compare the metrics of each to determine the successes and shortcomings of your grant marketing strategy. To create easy-to-manage campaigns, make sure to: 

  • Set clear goals
  • Always keep the target audience in mind
  • Use mobile-preferred ads
  • Implement conversion tracking
  • Modify campaigns when needed

What campaigns you choose to run will depend on your nonprofit’s current goals, but you should aim to run a campaign for each of your ongoing projects. For instance, you might run four campaigns: one focused on earning donations, the second focused on recruiting volunteers, the third to spread awareness about a new initiative, and a fourth to promote an upcoming event. 

Dividing your campaigns based on their purpose will help you more clearly set your goals for each, determine your audience, and note if an ad led to a conversion. You can also choose keywords that more closely align with each campaign’s purpose, as you’ll be able to narrow potential keywords based on the probable search intents of your intended audiences. 

Base Each Campaign on Tightly Focused Ad Groups.

Google requires each campaign to have two ad groups, and each ad group must have at least two ads. Ad groups are essentially how you organize ads by grouping together ads with similar target audiences together. For example, you might group together two ads both focused on encouraging supporters to make a donation. 

Each campaign should have multiple ad groups that organize keywords under a common theme, such as the different sections or categories that appear on your website. For best results, ad groups should include at least three ads, with one responsive search ad, an ad that adapts to show more text and relevant messaging to your customers. 

Ad groups should be narrowly focused. For example, if your organization runs a clothing drive campaign, your ad groups should contain a few closely-related keywords and drive a wide variety of related phrases. Examples could include: 

  • “Donate shirts” 
  • “Donate pants” 
  • “Donate shoes” 
  • “Why clothing drives matter”
  • “Clothing drives near me”

Organizing your campaigns in this way simplifies the process of monitoring your account. 

Choose Relevant Keywords.

The success of your Google Ads will be determined by how well you choose your keywords. This means choosing relevant, targeted keywords is essential for ensuring your campaigns are generating sufficient traffic to your website. 

When selecting your keywords keep the following factors in mind:

  • CPC limitations. For each keyword you choose, take into account Google’s cost-per-click (CPC) amount for it. Prior to November 2021, nonprofits were restricted only to keywords with a CPC of $2 or less, which tended to less competitive, long-tail keywords. However, now nonprofits can use Google’s automated Maximize Conversions bidding strategy, which gets around the $2 limit. For this strategy, nonprofits will input a daily budget and the Maximize Conversions attempt to deliver as many conversions as possible within your budget. While this strategy can generate a lot of traffic for in-demand keywords, it can also take up a significant amount of your Google Grant, so use it wisely. 
  • Negative keywords. You can help narrow the audience of each of your campaigns by creating a negative keyword list. By designating certain terms as negative keywords, Google will not present your ad when those terms are included in the search. For instance, a nonprofit arts organization specifically focused on music might make “painting” a negative keyword to avoid getting traffic for searchers interested in the wrong type of art. 
  • Competition. Your nonprofit should aim to create lots of campaigns with lots of ads that target lots of keywords to attract the largest audience possible. However, keep in mind that some keywords may be competitive and have organizations with far larger spending power bidding on them. To avoid unnecessary competition, try targeting long-tail keywords that are tailored to your audience. For instance, a nonprofit that provides adult education and skill training services probably isn’t going to have much luck with a keyword like “skill training” but might find more success with “in-person adult education training courses.”

Above all, when choosing keywords, be sure to consider what your target audience is likely to search for. Take note of what keywords people are searching that lead them to your page and if those visitors convert. This will help you continually update and adjust your keywords to best match your audience. 

Make the Most of the Ad Space and Characters Allotted.

Maximize your ad space by using the full allotment of headlines and descriptions. This will make your ads appear larger, increasing the click-through rate and the number of visitors arriving to your website. As a general rule, be as descriptive as possible in headlines and ensure your ad descriptions convey exactly what users can expect when they click on them. Follow these tips to write the most effective headlines and descriptions for your Google Ads: 

  • Include the main keyword in your headline
  • Add numbers and statistics
  • Be clear about what you’re offering
  • Keep your most important messaging in the main headline
  • Check spelling and grammar 
  • Use remaining characters to say something new, not restate information 

You can also try using ad extensions to improve your click-through rate. Ad extensions include:

  • Sitelink extensions, which are required by the Google Ad Grant requirements.  
  • Callout extensions, which add additional text below your ad, further promoting your organization’s services.  
  • Call and message extensions, which provide a phone number searchers can call or text to get in touch with someone at your nonprofit. 
  • Location extensions, which list your address and can be useful for attracting supporters who live nearby.  
  • Structured snippet extensions, which provide a snippet of your page on Google, showing searchers what your website is about right on the search results page.

Extensions give you more room to explain why your nonprofit’s website is worth exploring. Plus, extensions tend to make your ad take up more real estate on a search results page, which can be a benefit in and of itself. 

Prioritize Conversion Tracking.

The Google Ad Grants program prioritizes high-quality traffic, rather than just driving a high quantity of users to your website. High-quality conversions happen when searchers take an action like:

  • Signing up for your organization’s newsletter
  • Donating to your cause
  • Registering to volunteer
  • Signing a petition

Google strives to help your team rethink your digital advertising strategy and discover which calls-to-action are most effective at driving a visitor down your funnel of engagement. That’s why conversion tracking is so crucial.

Set up a Google Analytics account to track conversions and follow which ads drive the most users to take action toward advancing your mission and what messages drive the most engagement. This tool can track additional information beyond conversions, such as your organic vs. paid traffic and demographic information about your website’s visitors. Use this information to optimize your future ad campaigns.

Get in touch with a Google Grants Agency to learn more about Google Adwords for Nonprofits.

Working with a Google Grants Agency

Whether you manage a Google Ad Grant account in-house or outsource it to a Google Ad Grant agency like Getting Attention, your return on investment will be positive if you prepare a strong digital marketing strategy. Even if you’re proficient in what Google Ad Grants are and how to leverage them, you might be low on staff time.

Getting Attention is an professional agency here to guide your organization through the Google Ad Grant process. We’ll manage every step of the Google Grant management process, including:

Discover what is a google grant with Getting Attention's wide range of services.

  • Google Grant Application: Our team of experts can walk you through every step of the way to ensure that your nonprofit is accepted.
  • Google Grant 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 unnecessary data bogging down your processes. 
  • Google Grant Reactivation: Has your account been lagging or even suspended? We can help get your account reactivated.
  • Keyword Research: High-quality and valuable website content is one of the most important qualities of a successful Google Ad Grants campaign. Make sure that you’re targeting the most relevant and useful keywords with our research team. 
  • Google Grant Management: To determine if your marketing strategies are working, you need to track conversions. We’ll ensure that not only are you on top of your conversions but that you also are tracking the most useful opportunities. 

Getting Attention’s team of experts offers free consultations and resources to help your organization plan a successful campaign strategy. If you’re ready to transform your Google Ad Grants strategy, reach out to our team today to learn more!

Additional Resources

Learning what a Google Ad Grant is can be your nonprofit’s first step towards increasing your audience, spreading awareness, and taking your mission to the next level. To make the most of this opportunity, ensure that your website is Google Ad Grant ready, and stay up to date with Google’s guidelines to remain compliant at all times. 

Of course, earning a Google Ad Grant is just the first step as there are a variety of strategies your nonprofit can leverage to create ads that appear at the top of relevant searches, get clicks, and even lead to conversions. Want to continue your research on Google Ad Grants or learn how to market your mission effectively? Explore these additional resources:

Work with Getting Attention to optimize your Google Ad Grant strategy. Get a free consultation today!

Learn about what makes Google Ad Grant confusing and 5 tips to optimize your account.

Why Are Google Ad Grants Confusing? And How to Simplify Them

Google Ad Grants are an asset to any nonprofit’s budget. While many organizations see the value of the program, some are turned away from applying simply because they find Google Ad Grants confusing.

If you’re unfamiliar with the program, it provides eligible nonprofits with $10,000 per month to spend on ads. Nonprofits can receive these funds in perpetuity, until they are no longer eligible.

While applying for Google Ad Grants will naturally provide many benefits to your nonprofit, the steps necessary for confirming your eligibility, getting approved, and then developing your ad campaigns are not always clear. A lack of familiarity with proper account management can result in losing the grant or missing advertising opportunities. But gaining a deeper knowledge of the program and its requirements will eliminate any Google Ad Grants confusion and make your experience go much smoother.

We’re here to clear up any questions surrounding Google Ad Grants to make sure you can take full advantage of your account. To simplify Google Ad Grants for your nonprofit, we’ll cover the following topics:

Here at Getting Attention, we provide professional Google Ad Grant support in hopes of helping nonprofits take advantage of this valuable opportunity. Our goal is to eliminate any confusion surrounding Google Ad Grants, so you can create successful ad campaigns that connect you with committed supporters.

If you’re ready to eliminate any Google Ad Grants confusion, keep reading!

If you're confused about Google Ad Grants, set up a free consultation with our experts.

These are the common reasons why Google Ad Grants are confusing.

Why Are Google Ad Grants Confusing?

If you feel mystified by Google Ad Grants, you’re not alone. Many nonprofit professionals have trouble with their Google Ad Grants accounts, and this can lead to missed opportunities. Some of the most common roadblocks you may face are:

  • Confusion about how to apply
  • Uncertainty around your eligibility for the program
  • Limited experience running paid search ads
  • Unfamiliarity with account compliance requirements

These are the common reasons why Google Ad Grants are confusing to nonprofits.

First, receiving a Google Ad Grant requires that you undergo a lengthy application process, which is something that we’ll cover more in-depth later on. This process involves multiple steps, such as getting verified by TechSoup and registering for a Google for Nonprofits account. With so many steps, there’s room for error and confusion in the process.

Any errors may lead to your nonprofit’s rejection without a clear understanding of why. Before the application process, you may not be sure what preparations you need to take, like confirming your status as a 501(c)(3) nonprofit or ensuring your website is up to par.

Beyond the application, maintaining a well-functioning Google Ad Grants account is often difficult for busy nonprofit professionals. A limited understanding of how to run high-performing ads or a lack of quality ad content can result in inefficient management of the grant. In turn, mismanaging your Google Ad Grants account can result in account suspension due to not complying with the program’s policies.

All of that said, managing marketing grants for nonprofits like the Google Ad Grant doesn’t have to be confusing. Learning more about the Google Ad Grant program can prevent potential challenges down the line.

Let's answer common questions nonprofits have to make Google Ad Grants less confusing.

FAQs to Help Clear Up Any Google Ad Grants Confusion

No matter if you’re just getting started with the program or already have your first campaign set up, you might have some lingering questions. Anyone who’s participated in the program has needed help at some point. Let’s answer and clear up anything that might be making Google Ad Grants confusing for your team.

How do I effectively use Google Ad Grants?

While there’s a lot of flexibility with the Google Ad Grant program, there is proper account management protocol you should follow to ensure your grant is put to good use. Effective Google Ad Grant management consists of:

  • Choosing the right keywords that will connect you with qualified users searching for causes like yours.
  • Developing effective ad copy and writing 3-5 compelling ads per ad group that are relevant to the keywords for that group.
  • Tracking your analytics to determine how well your ad campaigns are performing and what can be improved.
  • Using ad extensions to promote additional pages on your site under your ads.
  • Conducting A/B tests to determine the specific elements that drive users to click through.
  • Choosing the appropriate landing pages to promote and optimizing them to drive users to take the desired action.

These are the essential elements of effective Google Ad Grant management.

If you find any aspect of account management confusing, you might hire a professional to provide you with tailored Google Ad Grant help.

How much are Google Ad Grants worth?

Theoretically, they’re worth $10,000 per month, which averages out to $329 per day. You won’t receive the grant in cash, but instead, you’ll receive it in the form of Google Ad credits.

Plus, if your nonprofit uses Google Ad Grants to promote your fundraising initiatives, that will make the Google Ad Grant worth even more as donations start to roll in. In other words, not only will the program add free marketing money to your budget, but you’ll also connect with new donors who will provide you with even more funding!

How long does it take to get approved for Google Ad Grants?

Depending on where you are in the process of applying, getting approved for Google Ad Grants may take several weeks. The application process requires you to do the following:

The intricate application process can make Google Ad Grants confusing.

  1. Register your nonprofit with TechSoup. TechSoup partners with for-profit corporations (like Google) to provide nonprofits with free and discounted software. To apply for Google Ad Grants, you must first set up your TechSoup account. Validation can take up to 30 days.
  2. Create a Google for Nonprofits account. Once you receive your validation token from TechSoup, you need to apply for Google for Nonprofits. You must agree to non-discrimination statements and provide contact and organization information. After you fill out all the required details, Google will typically approve your application within a few business days.
  3. Apply for Google Ad Grants. Once your Google for Nonprofits account is approved, you can finally apply for Google Ad Grants. Within your account, you’ll need to fill out an eligibility form, which takes around 20 minutes. Google will get back to you within a few business days, letting you know if you have been granted eligibility or need to make any adjustments to be approved.

From here, you can create your Google Ads account and set up your first campaign. We recommend that you start the application process as early as possible. If the Google Ad Grants application process seems confusing to you, our team of experts is here to help!

Can I have an Ad Grants account and a paid Google Ads account at the same time?

Yes, Google actually encourages nonprofits to create a paid Google Ads account if the program is positively benefiting the organization! Standard, paid accounts are a proven way to expand your impact and gain access to paid features, such as:

  • Remarketing – This feature allows you to customize your display ads campaign for people who have previously visited your site.
  • Image Ads – This enables you to feature ads with static and animated images on webpages in Google’s Display Network.
  • Video Ads – This is a feature that allows you to create video ads to display on YouTube and across video partner sites.

Creating a paid Google Ads account won’t impact your Google Grant account either. Your accounts won’t compete with one another since Ad Grants ads will already appear below paid ads on the search results pages. Your Google Grant ad will be eligible to show if there’s available space, regardless of whether a paid ad is already showing.

Do I have to spend the $10,000 every month to keep my Google Ad Grant?

No, there are no rules regarding how much you have to spend each month to maintain your eligibility. In fact, most nonprofits don’t spend the full $10,000 every month.

The ultimate goal is to drive meaningful outcomes for your mission, not spend as much money as possible.

That’s also why Google created its compliance requirements. They want to ensure nonprofits aren’t spamming search results with irrelevant content and are instead putting thought behind each grant dollar they spend.

Why does Google have a policy regarding click-through rate (CTR)?

Google requires any grantees to maintain a 5% CTR every month. They use this as an indicator of ad quality since it lets them know whether users find the ads relevant to their search query.

While Google Analytics will automatically calculate your CTR for you, you can do so yourself by dividing the number of people who click through to your landing page by the number of impressions (i.e. how many people see your ad). So, if your ad is shown to 100 people and 5 people click the link to your website, your CTR will be 5%.

Part of what makes Google Ad Grants confusing is maintaining a high CTR, which can be calculated using this formula.

Google recognizes that it takes time to get your account up to speed and understand what drives users to click an ad. That’s why new accounts have a grace period of 90 days to comply with the policy.

These 5 marketing challenges make Google Ad Grants confusing.

5 Google Ad Grants Marketing Challenges That Cause Confusion

Google Ad Grants are incredibly beneficial to nonprofits, but they can bring about some unique marketing challenges. You may not have extensive experience in paid advertisement management— if that’s the case, you’re not alone! Let’s walk through 5 common challenges that nonprofits face that often make Google Ad Grants confusing to them.

1. Failing to abide by Google Ad Grants guidelines

Unfortunately, many nonprofits fall victim to the Google Ad Grants guidelines. Google created these compliance rules regarding keyword usage, quotas, and other requirements. Failing to follow these guidelines can result in a temporary suspension of your account or loss of the Google Ad Grant.

For the most part, these guidelines are simple and easy to follow. Nonprofits may be unaware of these rules, fall behind on quotas, or experience confusion around what they mean. Because these rules are fundamental to how Google permits spending the grant, you should keep a close eye on whether your site is keeping up.

In case you’re unfamiliar, here’s a quick breakdown of Google’s guidelines:

  • Avoid single-word keywords. Don’t use single keywords that are not included on this list of approved exceptions. The keywords you choose should relate to your nonprofit specifically rather than being generic or broad.
  • Choose keywords with a minimum keyword quality score of 3. Google grades keywords for quality on a 10-point scale. Each score is based on the expected clickthrough rate, how closely your ad matches the user’s search intent, and the landing page experience. Ensure that your keywords maintain a score of at least 3.
  • Maintain a minimum click-through rate of 5% for your account. Your account must receive a clickthrough rate of at least 5% for all ads. In short, this metric means that at least 5% of those who view your ads click through to your website.
  • Use at least 2 ad groups per campaign. For each active ad campaign on your account, you must have at least two ad groups. Within these ad groups, you must feature at least 2 ads.
  • Use at least 2 sitelink ad extensions. Sitelink ad extensions enable you to link specific pages related to your ad below your main landing page. You should include at least two of these.

The sitelinks feature also tends to make Google Ad Grants confusing for newer search engine marketers.

Now that you are aware of the guidelines, it should be easy to follow them. While these rules are extremely important for remaining compliant, they’re also meant to maximize your ad performance. Many of these rules can double as tips that can improve your ad campaigns.

2. Neglecting your website’s landing pages

Being accepted into the Google Ad Grants program deserves excitement and celebration. But, it’s important to fortify your web presence before doing so. This will give your ads the best chance of success. Down the line, you won’t run into any confusion as to why your Google Ad Grant campaigns are underperforming, too.

Don’t fall behind and neglect your website — the ads you purchase using the grant send visitors to your site, but your landing pages are what seal the deal!

Each ad you run will direct users to a landing page on your website, through which they’ll be able to complete a desired action. This could be registering for an event, joining your volunteer program, or making an online donation. If your web pages are outdated or have unclear calls to action, your supporters won’t know what to do once they follow an ad and land on the page.

Looking to learn more about other crucial elements of your marketing plan? Check out our complete guide to nonprofit marketing.

3. Targeting broad, generic keywords

You may think targeting broad keywords like “donation” or “fundraiser” is a no-brainer. However, targeting short, generic keywords can bring about challenges for your nonprofit.

Keywords like “fundraising event” are very vague and often have many bidders. Google’s algorithm is not particularly conducive to smaller organizations winning these highly competitive terms. Therefore, it’s unlikely that your nonprofit will be able to edge out large organizations that are bidding on the same words, which means there is a lower likelihood your supporters will be able to see your ads.

In addition to competing with large organizations for these broad keywords, Google bans targeting single-word keywords. Not only can generic keywords lessen the effectiveness of your marketing, but they can also result in suspension from the Google Ad Grants program.

If you’re struggling to pick the right keywords for your cause, consider seeking professional Google Ad Grant help from an agency (like Getting Attention). We’ll clear up anything that makes Google Ad Grants confusing for your team, including keyword research!

4. Only running a single ad per group

Following the appropriate account structure is often where most Google Ad Grants confusion stems. Before explaining relevant account requirements, know that each Google Ads account is broken down into campaigns. Each campaign contains different ad groups that are assigned to specific keywords. Then, each ad group is made up of multiple ads that include your ad copy, link to a relevant landing page, and target those keywords.

To help make Google Ad Grants less confusing, here's the structure your account should follow.

Google requires that all grantees:

  • Have at least two ad groups for every campaign
  • Include at least two active ads in every campaign

Running only one ad violates Google’s policies and could put your account at risk. According to Google Ad Grant guidelines, you should have at least two ads running at all times. The consequences of noncompliance can result in suspension from the program.

Another problem with running a single ad is the lost potential to grow and develop your ad strategies. Running one ad doesn’t allow your nonprofit to track and evaluate performance. Further, it can be hard to improve if you have no way to note how and why ads perform differently.

Single ads can only reach so many people. With fewer touchpoints, there is a lower likelihood that you will reach the right people who are willing to support your organization. Don’t limit your organization’s reach with only one ad.

5. Creating unclear calls to action

Calls to action are an important element of nonprofit marketing, both in your ad copy and on your website. Lack of clarity can easily derail their success and leave supporters feeling confused.

When you create a call to action, be specific. Ensure that what you say in your ad aligns with what you want viewers to do. For example, an ad encouraging viewers to “donate here!” but also directs to a page about your upcoming events will not garner the success you are hoping for. Instead, this creates a bad user experience and leaves potential supporters feeling confused and frustrated.

Take the time to be clear and consistent with your calls to action.

These suggestions will clear up your Google Ad Grants confusion and better manage your account.

5 Ways to Improve Your Google Ad Grants Management

We discussed the challenges of leveraging the program, but there are plenty of things you can do to overcome those and step up your marketing efforts. Understanding proper account management best practices is a great place to start and will make Google Ad Grants less confusing overall, so let’s review our top 5 tips that will transform your advertising efforts.

1. Prioritize creating valuable and promotable webpages.

For a webpage to be useful within the Google Ad Grants program, it should be both valuable and promotable.

There are a few steps you can take to make each of your landing pages effective before you implement ads that promote them:

Use this checklist to optimize your landing pages and eliminate any Google Ad Grants confusion regarding page optimization.

  • Center it around a topic that receives a high search volume. Topics that receive a high search volume are more likely to receive clicks than those that are extremely narrow and focused. Highlight these popular topics on your webpage to engage supporters.
  • Limit to a single focus for each page. Avoid including several topics on one page. Narrowing each page on your website to a single focus will make it easier to create ads that target them.
  • Feature rich content. Including different media formats on a page of your website is much more engaging than just a few sentences of text. Try to engage site visitors with images, videos, animation, and more. But, ensure all multimedia elements have an accessible version— such as alternative text— so all viewers can engage equally.
  • Highlight a clear call to action. This tip is worth reiterating. Be consistent and clear with calls to action. Clearly label any direct action you’d like the supporter to take, and link them to the page on which to do so. Or better yet, embed the sign-up form (whether an online donation form, volunteer sign-up, or even event registration) directly on your landing page.
  • Make your site accessible to all visitors. Make sure that your web pages are accessible on both desktop and mobile formats, including both mobile phones and tablets.

A valuable landing page is a must-have to ensure high conversion rates from your ads. These five suggestions help nonprofits reap the many benefits associated with an optimized website.

Otherwise, failing to optimize your landing pages may lead to confusion down the line when you’re experiencing low conversion rates.

2. Familiarize yourself with Google Ad Grant compliance.

Becoming eligible for the program is the easiest part of the process. Staying eligible is a little more difficult. You must follow the Google Ad Grant policies if you want to maintain your grant status (and you do want to maintain eligibility).

We broke down some of these policies above, but you should continue to check in with them in case they change. Thoroughly understanding these rules and what they mean will keep you on track to succeed.

Knowing these policies well will make account management much simpler. Think of the rules as tips. Not only does following them uphold your Google Ad Grants account status, but it also benefits your ad performance. Keep these rules in mind as you continue to develop your Google Ad Grant management strategy to ensure the best results.

If you find the rules for Google Ad Grants confusing or hard to keep up with, consider reaching out for professional help. Hiring a Google Grants agency means you can maintain compliance without ever fully understanding the guidelines. Plus, they’ll be willing to translate any terminology you’re unfamiliar with from the guidelines.

3. Use Google Analytics for tracking your CTR and conversions.

Not only is it required, but tracking your nonprofit’s data is also a helpful way to understand how effective your ads are.

To get started, make sure you’re tracking your conversions and CTR within Analytics to ensure you meet the minimum monthly threshold. From there, you can begin to set goals for the individual actions you want people to take, like making a donation or registering with their email. These steps can help you see which ads best accomplish meaningful conversions.

The Google Ad Grants program requires a 5% CTR and at least one conversion each month. Not only are these thresholds necessary for maintaining grant compliance, but if your CTR or conversions fall below this, that means your ads are underperforming and not generating value for your cause. 

For instance, a low conversion rate or CTR might mean:

  • You’re targeting the wrong keywords and are putting content in front of unqualified prospects.
  • You’re pointing users to content that doesn’t match what they’re searching for.
  • Your landing pages aren’t optimized to maximize the user experience.

Even if your conversion rate or CTR is high, Google asks that you confirm that they’re actually meaningful clicks and conversions. When setting goals and tracking conversions, make sure you’re looking at actions that are valuable to your work. Google wants nonprofits to pay attention to actions that are important to them. What those are might change depending on your organization’s mission. For instance, organizations’ goals might relate to donations, petition signatures, event signups, volunteer registrations, email newsletter signups, or something else.

4. Make the most of your Google Ad Grant allowance.

You put in the work of applying and maintaining your Google Ad Grants account status. Now that you have an advertising allowance, what is the best way to make the most of it?

Here are some tips for managing your funds:

  • Run multiple ad campaigns. Use around 3 – 5 ad campaigns, each with tightly-focused ad groups. This is a great way to center ads around a few key concepts that you want to advertise.
  • Use at least 3 ads in each group. Using this approach, you should have at least one RSA, or Responsive Search Ad. These ads allow you to input several different headlines and descriptions which will change based on Google’s algorithm. Ads will then be more tailored to individual viewers.
  • Make use of the full character limit. Taking advantage of the entire character limit for headlines and ad descriptions will make your ad appear larger to viewers.

Using $10,000 per month can be a challenge, especially when you want to make the most of it. These tips are a great place to start when you are budgeting your Google Ad Grant.

5. Use geotargeting to hone your outreach.

If you’re a community-based organization or generally want to reach a local audience, geotargeting is an incredibly helpful feature you can leverage when creating your ads.

Geotargeting allows you to show ads only in locations where users will find the information you share and the services you offer useful.

A few examples of effective times to enable geotargeting include:

  • You have an upcoming event that doesn’t have a virtual participation option and want to promote it to nearby supporters.
  • You provide services to a local audience and want to make sure your beneficiaries encounter those ads. Examples include food banks and homeless shelters.
  • You’re located in the U.S. but most of your donors are located in France, in which case you’d promote fundraising ads in France.
  • Your organization has different chapters located across the country or globe. You’d want to separate campaigns into different geographic areas to ensure users in different locations receive ads for services closest to them.

Geotargeting is a feature that can make managing Google Ad Grants confusing for inexperienced marketers.

Unique features like this can make Google Ad Grants confusing to nonprofits, but they’re actually easy to understand once you start to use them!

If you still find Google Ad Grants confusing, consider hiring a professional agency.

Seeking Professional Google Ad Grant Help

Working with an agency can make applying for, managing, and maintaining your Google Ad Grants account a more straightforward, manageable process. There’s no room for any confusion when you have expert Google Ad Grant help just a phone call or email away.

Even if you don’t find Google Ad Grants confusing, you might not be able to invest as much time as you need to into properly managing your account and its campaigns.

Getting Attention is a Google Grants agency that’s ready to help with all of your Google Ad Grant needs, big or small. No matter where you are in the process, you can take advantage of Getting Attention’s full range of services, including:

These are the professional services that will eliminate any Google Ad Grants confusion.

  • Google Grant Application: We’ll make sure your nonprofit is accepted into the program the first time around. From helping you get registered for Techsoup to filling out the Google Ad Grants application form, we’ll handle the entire application process.
  • Google Grant Hygiene: Cleaning data and eliminating irrelevant, unnecessary data can be difficult to manage independently. We can help you maintain a clean, strong database so unnecessary data won’t slow anything down.
  • Google Ad Grant Management: From keyword research to metric tracking, managing your campaigns can be challenging. Our team will help you decide which conversions you should be tracking, pick the best keywords that will help you reach your goals, and make sure you have high-performing ad campaigns.

No matter what’s making Google Ad Grants confusing for you, we’re here to streamline every step of the process. We’ll work with you to make sure we fully understand your organization’s brand and goals.

Think you might benefit from our expert Google Ad Grant help? Get a free consultation, and we can chat about all of your Google Grants needs!

Continue learning about what makes Google Ad Grants confusing to strengthen your strategies.

Resources to Help Make Google Ad Grants Less Confusing

The Google Ad Grant is a great option for many nonprofits. While it could be a game-changer for your nonprofit, joining the program can be confusing and difficult to navigate. Don’t let any intimidation stop you from experiencing the benefits of the program!

Our top recommendation is to reach out to an experienced agency, like Getting Attention. However, we also have plenty of helpful resources to boost your knowledge of Google Ad Grants. Check out these articles to continue researching:

For professional assistance, get a free consultation with Getting Attention and let us clear up your Google Ad Grants confusion.