What could your nonprofit do with $10,000 in free advertising? The Google Ad Grant program provides nonprofits with the advertising money they need to amplify their missions on relevant search results pages.

However, the program doesn’t come without restraints, which might seem a little confusing at first. There are a handful of Google Ad Grants limitations you’ll need to strategize to overcome.

In this guide, we’ll share insights into the limitations of the Google Ad Grant program and guide you through how to navigate them effectively. We’ll also offer our solutions for using these restrictions to your advantage! Here’s what we’ll cover:

1. Your Budget and Bids
2. Keyword Rules
3. Types of Ads and Ad Positioning
4. Location Targeting
5. Working With An Expert To Overcome The Google Ad Grants Restrictions

While the restrictions are challenging at times, there’s a good reason for the requirements the program implements. They make nonprofits think through the advertising decisions they’re making. The end results are more compelling ads that motivate likely supporters to get involved with the mission.

The ultimate foolproof way to navigate the Ad Grant limitations is to work with a dedicated Google Ad Grant agency. Our experts at Getting Attention understand the complexities of the program through and through, so you can sit back and relax while we help you achieve your digital marketing goals.

If you’re ready to strengthen your Google Ads, let’s get started!

Google Ad Grants Limitation 1) Your Budget and Bids

Ad Grantees have a monthly spending limit of $10,000, which equates to $329 per day. You can’t exceed this limit, and any unspent advertising money doesn’t roll over to the next month.

There’s a restriction on bidding, too. When multiple advertisers are competing for ad placements on a keyword’s search engine results page (SERP), the amount they’re willing to pay per click helps to select their ad’s position relative to others. This means that advertisers who bid higher have a higher chance of securing the top ad position.

For Ad Grant accounts, the maximum amount paid per click, or cost-per-click (CPC), is $2 for most keywords. In other words, nonprofits participating in the program can’t bid more than $2 for each click on their ads.

The Google Ad Grants budget and bidding limitations are intended to help nonprofits spend their advertising money effectively. That makes our solution pretty straightforward.

Our Workaround: Strategic Budget Allocation

Like with any part of a nonprofit digital strategy, you need to carefully think through your spending habits. To make the most of this Google Ad Grants restriction, use the following bidding strategies and Google recommendations:

• Focus on high-value keywords.
• Assign different priorities to your campaigns and allocate your budget accordingly.
• Improve your Quality Score to lower the CPC for keywords.
• Use the Maximize Conversion Values bidding strategy when tracking donations, purchases, or membership fees.
• Use the Maximize Conversions bidding strategy for all other goals.
• Use Target CPA and Target ROAS for more advanced strategies.

However long you run an ad campaign, monitor its performance to make the most of your $10,000 each month. Chat with a Google Ad Grants expert to implement these strategies. They’ll also help strategize other ways to maximize the impact of your $10,000 each month.

Google Ad Grants Limitation 2) Keyword Rules

To help nonprofits target valuable search queries, Google enforces a series of keyword restrictions, including:

• No single-word keywords: There are some exceptions, such as using your own branded terms. Google requires you to use a filter to pause single keywords for all others.
• No overly-generic keywords: Your keywords should be specific to your cause. You’ll need to remove or pause overly generic keywords that don’t indicate user intent or indicate a specific audience, like “charity” or “volunteer.”
• No keywords with a quality score less than 3: Quality Score is a metric Google assigns to indicate the relevance and quality of keywords in your Google Ads campaigns. It’s determined by various factors, like the keyword’s expected click-through rate (CTR), your ad relevance, and your landing page experience. A higher Quality Score can lead to better ad positions, increased ad visibility, and lower costs per click.

Keyword guidelines exist to help show your ads to likely supporters. Choosing the right terms will enable you to connect with more qualified users searching for your cause online, attract your target audience, and drive conversions!

Our Workaround: Careful Keyword Research

The short and sweet solution to these rules is finding valuable keywords. You need to put in the work when it comes to keyword research. There’s no avoiding it!

To make the most of the keyword limitations for Google Ad Grants, here’s what we recommend:

• Use long-tail keywords. Using specific phrases that target niche audiences with higher intent can help you reach your desired audience. When your keywords match your audience’s intent, they’ll be more likely to click through your website, which will also help your nonprofit meet the 5% CTR requirement for Google’s program.
• Research your competitors. What keywords are similar nonprofits targeting? Analyze their campaigns and see what they’re ranking for to uncover valuable keyword ideas that align with your objectives.
• Don’t forget about negative keywords. You want your ads to show to the right audiences, so use negative keywords to exclude irrelevant searches from triggering your ads.
• Track your campaign performance. Evaluate whether or not your keywords are working by setting up conversion tracking through Google Analytics and Google Tag Manager. Then, you can adjust your keywords as needed to better match the search intent.

Careful keyword research will enable your nonprofit to overcome the Google Ad Grants limitations and actually use them to your advantage. Of course, you can turn to an expert at any time. Nonprofits Source’s Google Grants Manager guide explains that an expert will know how to pinpoint the terms your prospects are searching for on Google.

Those here at Getting Attention understand how to leverage keyword research tools and select valuable search queries that will connect you with the right audiences.

Bonus: We have a whole blog post dedicated to keyword research. Check it out to learn more about finding the most impactful search queries.

Google Ad Grants Limitation 3) Types of Ads and Ad Positioning

The Google Ad Grants program only allows the use of text ads. Your nonprofit can’t use image or video ads through its Ad Grant account, which may limit the visual impact of your campaigns.

There’s also no access to the Google Display Network (GDN), which includes both display prospecting and remarketing. Our nonprofit advertising guide explains that remarketing advertisements are the ads that chase you around the internet after you visit a website but don’t convert (like when you leave something in your shopping cart and start getting ads for it).

For mission-driven organizations, this type of nonprofit marketing is incredibly useful for following up on abandoned donations and reminding people about upcoming events.

In terms of ad positioning, ads from Google Ad Grants accounts may appear below paid ads, resulting in lower visibility on search engine results pages.

Our Workaround: Well-Written Ads

There’s no true workaround for these Google Ad Grants restrictions. Instead, focus on creating incredibly well-written ads.

Google Ad Grant research estimates that Google processes about 3.7 billion search queries a day, so you’ll be able to connect with plenty of potential supporters. Just focus on writing the best ads possible.

If you’re in need of some tips for strengthening your ads, here’s what we suggest focusing on:

• Compelling Ad Copy: Create eye-catching headlines, incorporate strong calls to action, and highlight your nonprofit’s unique value proposition. Doing so will help convey your message and encourage clicks and conversions.
• Ad extensions: Build out your ads with extensions to make your ad more useful than others and to take up more space on the SERP. Google offers a range of extensions, such as sitelink, call, location, and callout extensions. Essentially, these help increase your ad’s real estate on the search results page and provide users with additional relevant information.
• Strong landing pages: Your text ads will drive traffic to landing pages, so ensure your landing pages are optimized for conversions. Adhere to nonprofit web design best practices and ensure each page funnels users toward a related, specific action. By aligning your landing pages with your ad’s message, you’ll offer a seamless user experience.

If you’re really feeling limited by text-only ads, you can invest in a paid account. In fact, nonprofits are encouraged to leverage display campaigns (AKA image and video ads) to complement their Google Ad Grant text ads. These types of ads enable you to engage users through powerful visuals across the Google Display Network.

Google Ad Grants Limitation 4) Location Targeting

With Google’s program, your nonprofit can only display ads to users in locations where their ads are useful. This is usually the country in which your organization is based, but if you have a global appeal, you’ll be able to advertise across multiple countries.

While frustrating at times, this is actually good for your ads! It helps you connect with likely donors, volunteers, and other supporters rather than wasting your budget on unlikely ones.

Our Workaround: Using Targeting Effectively

This Google Ad Grants restriction is a little more challenging to resolve. You’ll need to learn how to use Google’s targeting features. Alternatively, use our favorite fix by turning to a dedicated expert!

Otherwise, start by conducting some prospect research. Analyze your target audience to determine where your mission resonates the most and where there’s a higher likelihood of user engagement.

From here, you can hone in on your audience by using targeting capabilities, such as:

• Geotargeting: This feature will help you select specific countries, regions, cities, or a radius around a specific area. If you’re servicing a specific city and want to reach beneficiaries with your ads, target users in that area.
• Device Targeting: Target ads specifically to users on desktop computers, mobile devices, or tablets. Pay attention to your target audience’s device preferences to use this targeting strategy effectively.
• Ad scheduling: Schedule your ads to run during peak times or specific days when your target audience is more likely to be actively searching online. Aligning your ad schedule with your target audience’s behavior can also help you avoid wasting ad spending on less valuable times.

By using targeting strategically, you can refine your ad reach and maximize the impact of your ad campaigns. Use this Google Ad Grants limitation to your advantage by mastering your account’s targeting capabilities!

Working With An Expert To Overcome The Google Ad Grants Restrictions

All of the Google Ad Grants restrictions can take a good chunk of your time to overcome. However, navigating around them is vital for effective digital marketing. That’s where an agency can come in handy.

Experts at Google Grants agencies know the program’s compliance regulations inside and out, helping nonprofits make the most of their budgets.

When working with our Google Ad Grants experts, all you really need to do is communicate your nonprofit’s mission and objectives with us. We work day in and day out to stay on top of the Google Grant compliance regulations. That way, you can focus on other areas of your organization while we take charge of your campaigns.

To empower our nonprofit clients, we offer plenty of services that cover every stage of Google Grant management. Here are some of our key services that help nonprofits overcome the Google Ad Grants limitations:

• Keyword research: We’ll find the most impactful keywords that closely relate to your mission and help place your ads in front of motivated supporters.
• Ad development: We know what it takes to write compelling Google Ads and leverage advanced techniques like ad extensions and targeting.
• Budget allocation: We’ll help allocate your budget strategically, prioritizing your most important campaigns.
• Ongoing campaign optimization: Our work doesn’t stop once we push your campaigns live. We’ll keep a close eye on your ad campaigns, making sure you’re driving meaningful conversions.

From applying to maintaining your eligibility, we’ll help you every step of the way. You’ll never have to worry about the Google Ad Grants limitations with our team on your side! Reach out for a consultation, so we can get started amplifying your mission on Google.

Final Thoughts on Google Ad Grant Limitations

Compared to a standard paid account, Google Ad Grant accounts do come with a few limitations. However, the program is still incredibly powerful.

We recommend that you don’t even view the compliance regulations as restrictions! With thoughtful strategies, you can easily follow the program’s guidelines, use them to your advantage, and connect with thousands of likely supporters. You’ll create more impactful Google Ads in no time.

At any point, our Google Ad Grant experts can step in to strategize with your team and optimize your account. It doesn’t matter whether you need help applying or want to revitalize your existing account. We’re here to help!

In the meantime, we’ve pulled together some helpful resources we think you’ll like:

• Demystifying the Google Ad Grants Website Policy: A Guide. Sticking to the topic of Google Ad Grant limitations, your website needs to follow several guidelines, too. Learn about the Google Ad Grant’s website requirements.
• How to Promote Matching Gifts: Reimagining Your Google Ads. Want to promote corporate giving with your Google Ad Grant account? Check out this blog post from NXUnite for creative inspiration.
• Google Grants Eligibility: Is Your Nonprofit Eligible? Before strategizing how you’ll work around the Google Ad Grants restrictions, make sure you’re eligible for the program. This guide shares the program’s eligibility requirements.

The Google Ad Grants program is designed to empower eligible nonprofits to get the online attention they deserve without straining their marketing budgets. Receiving a monthly grant of $10,000 to spend on Google Ads will boost your nonprofit’s web traffic via Google Search. But first, you’ll need to meet the necessary Google Grants eligibility criteria.

While Google Grants are a valuable resource for nonprofits, not all organizations are qualified to receive the funds. To facilitate your Google Ad Grant application process, we’ll walk through everything you need to know about verifying your Google Grants eligibility.

At Getting Attention, we’re devoted to helping nonprofits secure Google Grants and strategize how they’ll make the most of their funds. Since we’re always up-to-date on the latest Google Ad Grants requirements, we have all the necessary experience to help you maximize this marketing opportunity.

In this guide, we’ll cover the following points to assist your nonprofit in verifying its eligibility for the Google Ad Grants 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?
7. Once I’m verified, what’s next?

Google Ad Grants are without a doubt one of the most beneficial marketing opportunities that nonprofits can leverage. In a rush? Watch this overview video to take you through everything you need to know about Google Grants eligibility:

Otherwise, read on to learn more about the program’s details, eligibility criteria, and the application process.

1. What is the Google Grant?

Google Grants, also called Ad Grants or AdWords Grants, is a Google-sponsored marketing grant program that awards eligible nonprofits with $10,000 in ad credits each month. Grant recipients can use these funds to bid on different cause-related keywords. When allocated effectively, these credits provide a cost-free way for nonprofits to advertise their most important web 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. With this in mind, you might visit Google and conduct a search for “end elephant endangerment” or “save the elephants.” To attract potential supporters like you, 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.

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

What are the benefits of qualifying for Google Ad Grants?

Free advertising on the world’s largest and most popular search engine can revolutionize how your nonprofit reaches supporters online. When you confirm your Google Ad Grants eligibility, you’ll benefit from:

• Enhanced online visibility and reach
• More interactions with your nonprofit’s website, particularly with your most important content
• Complimentary analytics to measure campaign performance
• The ability to market multiple digital campaigns at once
• The potential to increase conversions, including online donations, event registrations, volunteer sign-ups, and advocacy participation

These five benefits add up to driving more awareness for your nonprofit, and in turn, achieving your conversion goals. All you have to do is confirm you’re eligible, apply for the program, and start creating your campaigns.

2. Why are there Google Grants requirements?

Most companies that offer corporate philanthropy programs aim to support organizations whose missions align with theirs. After all, their name is attached to however the nonprofit chooses to spend its funds. That’s why, just as with any other grant, there are several Google Grants eligibility rules you must meet before qualifying for ad credits. Even once you’re approved, you’re expected to follow a series of Ad Grant restrictions and requirements.

While you might not have to compete for funds, Google still wants to ensure that you’re promoting a legitimate cause and exercising proper security precautions online. Having Google Grants requirements in place prevents the following scenarios from occurring:

• Dishonest groups might gain access to ad funding and trick unsuspecting users into revealing sensitive information, such as credit card details or home addresses.
• An organization, even while pursuing an honest cause, may not have sufficient site security measures in place, so information provided by donors or volunteers can be intercepted by hackers.
• An organization might send users to a website without any valuable content, resulting in a poor user experience for those looking up certain terms on Google.

Google Ad Grants requirements proactively address these potential situations before they can occur, ensuring that the program delivers value to users, nonprofit grant recipients, charitable supporters, and Google itself.

3. Which nonprofits are eligible for Google Grants?

Fortunately, Google is very straightforward in its eligibility standards. While exact Google Grants requirements vary from country to country, they generally follow the same structure. To qualify for the program, your nonprofit must:

• Currently hold 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 go over both of these processes later on.
• Agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
• Have a functioning website with substantial, valuable content. Read on to learn more about the program’s website quality requirements.

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

Type of Nonprofit Organization

In the U.S., only 501(c)(3) nonprofits can receive ad funding through the Google Grants program. 501(c)(3) means that the Internal Revenue Service (IRS) recognizes the nonprofit as an official charitable organization and thus exempts it from any federal tax obligations.

The Google Grants program factors in a nonprofit’s specific industry as well. Note that these three sectors are ineligible to participate:

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

However, these eligibility requirements are specific to Google Ad Grants. Google offers other programs, such as Google for Education, that ineligible organizations can take part in.

Website Quality

According to the official website policy for Google Ad Grants, Google also evaluates a nonprofit’s website to determine its eligibility for the program. Since ads purchased via Google Grants will direct search engine users to a nonprofit’s website, Google wants to be sure that the content is both valuable and fulfills users’ search intent.

When assessing a website, Google looks for:

• Website ownership. Your nonprofit must own the domain that users are directed to when clicking on your Google Ad.
• Clear and detailed descriptions of your organization, its mission, and its activities. Your website should have updated, high-quality content providing essential information to users about your nonprofit.
• Unique content. Your site should feature content that is exclusive to your nonprofit and not found elsewhere on the internet.
• No broken links. Broken links no longer lead to their intended destinations. Instead, they send users to a 404 error page. Be sure to frequently check your links and update them as necessary, such as implementing a redirect to a relevant piece of content.
• A quick load time. There are many ways to optimize your website’s load time. For instance, keep your site running quickly by using smaller, compressed images as opposed to larger ones.
• HTTPS security. An HTTPS-secured website is encrypted, offering users greater protection and privacy during their browsing.
• Noncommercial activity. Commercial activity, such as product sales or consultation offers, should not be the sole purpose of your website. If any commercial content appears on your website, you must clearly describe how it supports your mission. In certain cases, you must include an annual report detailing how your organization used commercially-obtained funds.
• Limited advertisements. All ads on your website must be relevant to your mission and unobtrusive to site visitors.

In short, your website simply needs to be a high-quality destination for search engine users. While all of these Google Grants requirements for your website might seem rigorous, a well-maintained website will already meet many of these qualifications without requiring substantial changes.

Compliance With Program Policies

To become and remain eligible for Google Ad Grants, your nonprofit must comply with various program policies set forth 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 enforce:

• 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, such as full names, email addresses, mailing addresses, phone numbers, sexual orientation, and race or ethnicity.

If you’re still unsure if your nonprofit qualifies for the Google Grants program, reach out to a professional who can verify your eligibility and keep your account up to compliance standards. As we’ll explore later, Google Ad Grants experts (like our team at Getting Attention) are dedicated to learning and staying informed on Google Grants eligibility and compliance rules, allowing you to devote your time to other priorities.

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

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

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

Once you’ve determined your organization’s Google Grants eligibility, it’s time to start the verification process. This is where you’ll 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 the process as soon as you’re ready. Here are three easy steps you’ll need to follow:

1. Register with TechSoup. This allows your organization to validate your 501(c)(3) status for Google. Your nonprofit can do this on your own, or you can have Google do it for you.
2. Sign up for a Google for Nonprofits account. Before you apply, your nonprofit needs to create a Google for Nonprofits account, which involves providing your tax identification number, nondiscrimination policies, and general contact and organization information. This account offers many tools your nonprofit can take advantage of, like Google Workspace and the YouTube Nonprofit Program. However, account approval could take several days, so get started as soon as possible.
3. Apply for the Google Grant. 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:

Since both TechSoup and Google will have to manually review your applications and confirm your accounts, it’s best to start sooner rather than later. Once you’ve been approved, you can create your Google Ads account and configure your campaigns to best suit your goals.

If this process seems a bit intensive, consider turning to professional assistance. Getting Attention specializes in helping nonprofits apply for Google Ad Grants, so reach out for a free consultation! We’ll confirm your eligibility and take you through each of the steps above.

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

Yes, it is definitely possible to lose your Google Grants eligibility. If your nonprofit doesn’t comply with the Ad Grant program’s policies, Google will suspend your account. This, of course, can be easily avoided by following these best practices:

• Maintain an active account. Google wants to see that you’re making good use of the grant, so log in at least once a month and update your account at least every 90 days.
• Make your ads relevant to your specific audience. Create ads that target your desired audience by both topic and region. Your ads should accurately reflect your nonprofit’s mission as well as reach relevant users online.
• Evaluate keywords monthly. Check your nonprofit keywords often to see what’s working and what isn’t. Then, restrategize as necessary. Additionally, it’s critical to avoid using single-word keywords, overly generic keywords, or keywords with a quality score of 1 or 2.
• Maintain a 5% click-through rate (CTR). Be sure to maintain a 5% click-through rate each month. Failing to meet this standard for two consecutive months can result in account deactivation. Use Google Analytics’ conversion tracking mechanism to stay on top of your CTR and jump into action swiftly if you notice any negative trends.

When Google first established its program, there weren’t any formal requirements in place. This often led to nonprofits advertising unhelpful content on their website and targeting keywords that didn’t align with user intent, thus connecting them with unqualified prospects. Because of this, Google launched its official compliance rules in 2018 to encourage nonprofits to develop thoughtful ad strategies that drive meaningful conversions.

Luckily, Google provides a number of resources to help you meet Google Grants eligibility criteria. For example, to improve CTR, you can pause keywords that are generic or have a low CTR.

If you’ve lost your Google Grants eligibility, there’s no need to stress. Google has a clear process for requesting account reactivation, and they’ll often indicate where you fell short of the account requirements. A Google Grants consultant can direct you through the reactivation process.

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

Oftentimes, nonprofits will look to traditional marketing agencies for their Google Grants needs. However, the Google Grants program differs quite a bit from standard Google Ads. Therefore, it’s best to look for agencies that specialize in Google Grants.

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

• Google Grant Application: Our experts can efficiently and effectively complete the application for you with a high success rate for acceptance. We’ll check your Google Grants eligibility and walk through all of the essential steps so 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 determine 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: Our research team can do the heavy lifting to make sure you’re using the most relevant and impactful keywords for your nonprofit.
• Google Grant Management: We’ll help you strategically allocate your funds and ensure you remain compliant with all program rules. We’ll also note valuable opportunities for improving your strategy based on our findings.

Our goal is to meet and beat your expectations with Google Ad Grants. If you’re interested in learning more, we’re happy to chat with you about your goals. Request a free consultation today, and we’ll get to work on shaping up your Google Ad Grants strategy.

7. Once I’m verified, how can I make the most of Google Grants?

Signing up for the Google Ad Grants program is one thing, but fully leveraging the program is another. Consider these marketing-savvy tips for making the most of your Google Grants strategy:

• Optimize your ads’ landing pages. The pages that you direct traffic to via your Google Ads will drive more conversions if they align with digital marketing best practices. First, disperse the corresponding keyword and variations throughout the page’s copy to signal that the ad and the page have the same intent. Then, create compelling calls to action that encourage users to take the next step and convert. Finally, diagnose and fix any user-experience issues, such as lack of mobile-accessibility.
• A/B test your ads. The best way to determine which advertising approach works best for your audience is to experiment with different strategies. Take a few distinct approaches to your ad copy and test them with your audience. Then, gauge which approach yields the best results based on your chosen key performance indicators (KPIs).
• Use sitelink ad extensions. Google Ads allow your nonprofit to advertise important links with your ad besides the primary landing page. For instance, a sitelink ad extension might lead to a contact page or an about page where users can learn more about your nonprofit. Google requires each account to have at least two sitelink ad extensions.Following these tips will help you transform a good Google Grants campaign into an amazing one! Just ensure that you stay on top of your ads’ performance so you can continually improve your approach.

Following these tips will help you transform a good Google Grants campaign into an amazing one! Just ensure that you stay on top of your ads’ performance so you can continually improve your approach.

Wrapping Up

From improving your website to working with a specialized agency, we’ve covered the ins and outs of meeting 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 optimize 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 take your nonprofit’s marketing to the next level and meet your mission goals through Google Ad Grants:

• How to Optimize a Google Grant Account: 7 Top Tips. Once you’ve gained access to the program, configure powerful campaigns using the tips in this guide!
• Google Grants Agency: How To Hire an Expert & Our 5 Choices. If you’re thinking about outsourcing the work for confirming your Google Grants eligibility and managing your account to a professional, be sure to check out this guide from Re:Charity first.
• Why Are Google Ad Grants Confusing? And How to Simplify Them. There’s certainly a lot you need to know to leverage Google Ad Grants effectively. If you’re looking to understand more about the program, this guide offers some helpful advice.

 

Whether you’re preparing your program application or have already created several ad campaigns, it’s never too early (or too late!) to optimize your Google Grant account.

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

Proper management helps you maximize your $10,000 budget, boost the number of conversions made in response to your ads, and keep your account compliant with Google’s grant policies.

We’ve compiled our knowledge of Google Grant optimization into these core topics:

• Avoid These 6 Google Ad Grant Management Mistakes.
• Follow the Appropriate Google Grant Account Structure.
• Choose the Right Keywords for Your Google Grant Account.
• Optimize Your Google Grant Account’s Ads.
• Track Your Google Grant Account’s Conversions and Other Metrics.
• Use Manual Bidding for Your Google Grant Account.
• Use Targeting and Extensions To Improve Response to Your Ads.
• Follow Website Compliance Guidance.
• Let A Google Grants Professional Optimize Your Google Grant Account.
• Look into Google Ad Grants Training.
• Google Grant Optimization Checklist

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

Avoid These 6 Google Ad Grant Management Mistakes.

Mistakes happen, especially in the confusing world of Google Grant management. Confusion or unfamiliarity with Google’s Ad Grant policies can result in an unintentional violation of Google’s guidelines. 

With that in mind, let’s cover the top management mistakes that you can avoid with a little training and a few reminders:

Mistake 1: Failing to Follow The Google Ad Grants Management Policy

Several years after its inception, the Google Ad Grants program created a set of compliance policies that nonprofits must follow to maintain their status in the Google Ad Grants program. These policies include guidelines for your account and the ads you run. 

While Google Ad Grant recipients should look over the list of requirements in full, a few standout points are:

• 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 is to enhance the search experience for users and help nonprofits benefit from the program as much as possible. 

Mistake 2: Using Generic Keywords

Another mistake in Google Grant management is relying on generic keywords. Short, generic keywords like “fundraising” lack the specificity your ads need to be effective.

Instead, look for 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.

Additionally, it’s essential to know the difference between generic keywords and broad keywords. Here’s a breakdown of these two terms:

• Generic keywords are keywords where it is unclear what page someone will find after clicking on them. For example, “video,” is a generic keyword. Will the page have a video to watch? Explain video making principles? Review YouTube videos? 

• Broad keywords are a parameter you can select for your keyword campaigns to influence what types of queries your ad will show up for. For example, you might want the keyword “animal shelter volunteer opportunities” to show up for searches that don’t include the exact keyword, like “animal shelter volunteering” and “volunteering with animals.” 

Generic and broad keywords both cast a wide net for searches. However, while broad keywords help you connect with supporters who just phrased their searches a little differently, generic keywords can violate Google Ad Grant policy.  

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 and low-quality keywords.

Here are some key reasons why you should 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.

Keywords are a vital part of optimizing a Google Grant account. Not to mention, they play an essential part in your nonprofit’s organic SEO strategy. Start your account optimization process by using search terms with a quality score of at least 3 and removing irrelevant ones. 

Mistake 4: Featuring Just 1 Ad Per Group

Nonprofits sometimes 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.

Even if you follow every other compliance step, using only one ad per group is not a viable way to run your Google Grant account. Plus, single ads prevent nonprofits from analyzing performance across different ads, resulting in missed learning opportunities.

Instead, include multiple ads per group. Differentiate your ads by including different ad copy to drive users to click through to your site. Keep an eye on your campaign results to see which ads have the highest click-through rates (CTR), conversions, and site engagement. Finally, replace ads with low CTR with refined versions that drive better results!

Mistake 5: Providing a Poor User Experience

In the context of Google Ad Grants, a poor user experience is often linked to your ad copy, call to action, or linked landing page being misaligned. It’s confusing for website visitors 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. Think critically about the user experience you’re providing with your Google Ads.

Mistake 6: Neglecting Your Landing Pages

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

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

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

• Keywords featured in your ads are not included on the landing page.
• It’s unclear what supporters are supposed to do on the page.
• There is a lack of rich, engaging content.
• The overall website is challenging to navigate.
• The website loads slowly. Reports also show that just a two-second delay in loading can boost your abandonment rate to 87%. 
• The layout is overwhelming and has an unprofessional layout. 
• Broken links signal the website is outdated or even unsecured. 
• The branding is inconsistent and makes the site appear untrustworthy.
• The site lacks an SSL certificate, meaning it isn’t secure.

If users follow your ad and have a bad site experience, even the best-written ads won’t help you earn conversions. 

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. Conversely, optimizing your landing pages will keep your quality score up and maximize your chances of reaching and converting qualified users.

Follow the Appropriate Google Grant Account Structure.

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

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 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 you to easily organize 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 since it consists of the copy and links you’re promoting. Google requires you to have at least two ads per ad group. Google will automatically rotate between these ads and provide you with performance data. For instance, if ad A performs significantly better than ad B, you’ll know to tweak ad B to improve its performance.

One important thing to remember when optimizing your account is not to spread your budget too thin across several ad groups and keywords. You’ll have more success by allocating 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 use to produce better ads over time.

Choose the Right Keywords for Your Google Grant Account.

Choosing the keywords you want to target is one of the first steps you’ll take when setting up your first campaign.

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 dos and don’ts for choosing the best keywords for your cause:

• DO create a list of keywords that you want to target. Using specific keywords relevant 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. You can also leverage Google Trends to explore what people are searching for related to your mission.
• DO 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 on them when relevant. 
• DO 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, and searched by people who are likely to convert.
• DO 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. 
• DO 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.
• DON’T use 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 generic 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 highly specific.
• DON’T include branded and nonbranded keywords in the same campaigns. You’ll likely rank organically for branded terms, so allocate your grant money to run ads for nonbranded search terms.
• DON’T use 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 low quality and are not permitted for targeting. These keywords must be removed or paused.
• DON’T forget to research industry trends and search terms. If like many nonprofits, you’re struggling to maximize spending on your Grant account, try researching new keywords to expand your campaigns. What keywords could you add? When was the last time you looked at Keyword Planner for new ideas? What are your competitors ranking for?

A healthy Google Grant account will have around 25 keywords per group. However, conducting keyword research could help you uncover dozens more valuable keywords.

Optimize Your Google Grant Account’s Ads.

But don’t forget the reason behind all of your optimizing: the ads!

There are several best practices to keep in mind when creating your 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. 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 leveraging keywords in the ad copy to parrot back similar phrases to what users are searching for, including a specific call to action, and using short sentences to keep your ads scannable.
• Choose the right landing pages. 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 ultimately determine whether they get involved with your nonprofit. 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 vary these ads so you can experiment with different targeting approaches. The ads within each group will rotate, and Google prioritizes the ads that perform the best.
• Highlight what’s unique about your nonprofit. Avoid blending in by sharing what’s 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 doesn’t have to be overwhelming. Keep these tips in mind to steer your nonprofit’s choices when creating ads.

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

As you set up your Google Ads account, sign up for 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 and CTR.

Conversions

For many nonprofits, conversions are the goal of their ads. Conversions measure how many people take the ad’s desired action after seeing it, 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. Google Analytics offers different options for conversion tracking. Focus on those that align with your goals. 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 your ads’ conversion rate. In addition to enhancing conversion performance, Google Grants accounts are required 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 (CTR)

The Google Ad Grant team uses CTR to measure 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.

Calculate CTR by dividing the number of people who click your ad’s link by the number of impressions the ad receives. Here’s what the formula looks like:

For example, if your ad is shown to 100 people, and 5 people click the link, your CTR will be 5% for that ad.

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

• Pause keywords with a low CTR. Take a look at the 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.
• 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. But don’t worry! An optimized Google Grant account will easily meet the minimum threshold.

Use Manual Bidding for Your Google Grant Account.

Google recommends that nonprofits automate their bids with Google Ads to save time managing their accounts. 

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

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

Use Targeting and Extensions To Improve Response to Your Ads.

To help your ads reach their intended audience, Google offers targeting settings and extensions to improve your ads’ performance and optimize your Google Grant account.

Targeting

Targeting ads help you streamline your message to address a narrow audience who are highly likely to support your cause. 

Let’s take a look at these three different ways you can target your ads:

• Geotargeting. Leverage the geotargeting feature to focus on areas your nonprofit serves. For example, if your nonprofit operates out of New York, ads that appear for Atlanta-based searchers won’t be very effective. However, if many of your donors reside in another area (say Chicago), you may want to target users in that area as well. 
• 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, you may want to exclude certain devices from receiving your ads. For example, eCommerce reports show that desktops tend to have higher conversion rates at 4.36%, while mobile has the lowest at 2.95%. 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. Although, keep in mind that a supporter who sees your ad on mobile may decide to explore your site later on their desktop!

You want your ads to be shown to individuals 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, and take up more ad space on the search engine results page.

By providing information that matches the user’s intent, ad extensions directly impact your ads’ CTR.

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

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

Ad extensions give users with more ways to interact with your cause. 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.

Follow Website Compliance Guidelines 

Like with most other aspects of the Google Ad Grants program, there are specific rules for your website to follow. An insufficient, unprotected, or otherwise useless website can lead to a 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:

• You 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.
• Add additional domains to your account. If you plan to link to other domains with Google Grant ads, add them to your account first. This way, Google is aware that your nonprofit owns these domains.
• Maintain high-quality websites. Any domains used must be high-quality web pages. Valuable web pages have several important factors that we’ll cover in the next section.
• 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—think selling t-shirts with your nonprofit’s logos to help raise money for your cause. 

Following these basic compliance regulations will help keep your Google Grant account compliant.

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 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 ready 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.
• Keyword Research: If you’re feeling lost when choosing keywords, let our agency handle the research for you. We can ensure that your account tracks the most relevant and effective keywords to extend your ads’ reach.
• Google Grant Account Reactivation: With so many compliance rules, suspension can happen, and our team is one of the best resources for getting your account back up and running.

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

Look into Google Ad Grants Training.

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

You can start your training by exploring our blog and checking out our top recommended training courses.

If you have any unanswered questions about managing your Google Grant account, our team of professionals is here to help. Reach out and request a free consultation where we can discuss your needs.

Google Grant Optimization Checklist

Now that you’ve learned some helpful tips for optimization, it’s time to put them to use. We’ve created a checklist to help you keep track of the essentials of successful account optimization:

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

Account Structure

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

Keywords

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

Conversions

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

Ads

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

Metrics

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

Bidding

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

Targeting

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

Website Maintenance

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

Partnering with a Google Ad Grants agency

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

Training Resources

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

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

Final Thoughts on Optimizing A Google Grant Account

Optimizing a Google Grant account isn’t a one-and-done sort of deal. Rather, someone will need to actively manage your account, check keyword data, refine your ads, and more. 

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

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

• The Ultimate Guide to Marketing Grants for Nonprofits: This resource contains anything you need to know about marketing grants for nonprofits. The guide discusses everything from why marketing grants are important to how you can find them.
• Mastering Google Grants Keywords: A Roadmap to Success: Your keywords play a crucial role in your Google Ad campaigns. Learn how to research and select the right ones that will connect you with likely supporters.
• Google Ad Grants for Nonprofits: The Complete Guide Do you want to know more about Google Ad Grants? This comprehensive guide has everything from confirming your nonprofit’s eligibility to working with an agency.