Wondering if there's a way to increase your charity's profile without breaking your stretched marketing budget? We also freed up our IT team's valuable time and budget to invest in other areas since we no longer need a separate email security solution. Start small with a familiar destination, research thoroughly, and book safe, social accommodation. Attract donors, raise awareness for your organization, and recruit volunteers with in-kind advertising on Google Search. Learn how to apply, stay compliant, and make the most of this valuable nonprofit advertising resource. To qualify, organisations must be registered charities, have a high-quality website, and follow Google’s Ad Grants policy compliance guide.
Low impression numbers might mean your keywords are too competitive, your bids are too low, or your ads aren't relevant enough for Google to show them regularly. Maybe you call it "community outreach" but people search for "local help" – your search terms report reveals these insights so you can speak your supporters' language. The language people use when searching might be different from how you describe your work. Regularly updating your negative keyword list prevents budget waste and helps you maintain focus on supporters who can genuinely engage with your charity.
How Difficult Are Google Ads To Set Up And Run
- Your ads should showcase what makes your charity unique and include a strong call-to-action.
- Google Ad Grants might be exactly what your charity needs.
- The Access team are brilliant at structuring campaigns, refreshing ads, and advising on changes in the landscape.
- Each qualifying nonprofit has access to up to $10,000 per month in search ads shown on Google.com.
- When someone searches for keyword terms related to your charity’s work, your ads can appear at the top of Google’s search results – without you paying Google a penny.
This means you can tailor your use of Ad Grants to reach whatever matters most to you, be that awareness, donations or sign-ups. With Google dominating the search engine market share, averaging 86-96% worldwide1, implementing Google Ads can lead to increased website traffic to your key webpages. Charities are given a free marketing budget to attract new audiences and drive them to their websites.
- If you have set up the Google Grants Ads correctly, you’ll receive an email telling you that your account is now active.
- Grant requirements mean you must have at least two ads per ad groups.
- Professional managers translate complex Google Ads data into clear, actionable insights that show exactly how your grant is supporting your charity’s goals.
- To request a ‘Google for Nonprofits’ account, you must be a charitable organisation in good standing, and meet the full eligibility/pre-qualification requirements in your country.
- This includes Afghanaid, who doubled donations after a successful crisis appeal.
- A negative keyword is a word or phrase that allows you to block with searches will trigger your ads.
- With Google dominating the search engine market share, averaging 86-96% worldwide1, implementing Google Ads can lead to increased website traffic to your key webpages.
Additional Resources for Google Ad Grants
Without it is almost impossible to effectively optimise your charity PPC account. The is where the search term report is helpful for inspiration on negative keywords. A negative keyword is a word or phrase that allows you to block with searches will trigger your ads. Brand campaigns can have a massive CTR compared to other more standard campaigns. The search term shows the actual searches your ads appeared for.
Impact Funding Solutions
The Access team are brilliant at structuring campaigns, refreshing ads, and advising on changes in the landscape. Even if you already have an approved grant, effective campaign management requires ongoing specialist attention. Even with comprehensive guides available, the process requires technical knowledge, attention to detail, and understanding of Google's specific requirements that can take months to master.
Organise Campaigns Into Categories
The application process is notoriously challenging, with many organisations facing rejection or delays. Consider assigning this responsibility to a specific team member or volunteer who can dedicate a few hours monthly to monitoring performance and making necessary adjustments. Set a monthly calendar reminder to avoid this costly oversight. Securing your Google Ad Grants is just the beginning – maintaining compliance is what keeps your £95,000 annual budget flowing. If someone searches for "donate to animal shelter" and clicks your ad, they should land on a donation page – not your general homepage.
Navigate to ads.google.com and sign in with the email you used to sign up for Google for Nonprofits. You do not pay for Ad Grants campaigns. Location targeting allows you to show ads to people in a specified area. Your accounts will not compete with one another because Ad Grants ads are in a separate auction after paid ads. Yes, standard accounts are a great way to extend your impact and access additional features such as remarketing, image ads, and video ads. These text-based ads are displayed on Google.com search results pages.
Google grants for UK charities. Find out how to apply, set up and optimise
Your search terms report is like a window into your supporters' minds – it shows you exactly what people were thinking when they found your ads. Balance specific long-tail keywords with some broader terms to capture people at different stages of their sagaspins casino registration search journey. Long-tail keywords are your secret weapon for attracting the right people at the right time. After creating your account and optimising your campaign, it’s time to submit your account to Google for review.
Add location-based negative keywords like "London," "Somerset," "Scotland," and "USA" to filter out geographic mismatches. Start by checking your Search Queries report in Google Ads to spot problematic search terms. With your limited budget, preventing irrelevant clicks is just as important as attracting good ones. Instead of competing with national organizations for broad terms, you can dominate local searches where your services actually matter. By targeting these specific phrases, you're reaching people who are further along their journey to becoming supporters. These longer, more specific phrases help you connect with people who know exactly what they're looking for.
This means competition for attention is higher, so using AI tools in your Ad Grants account is more important than ever. Google now shows AI-generated answers at the top of the page, which can push ads further down. You can use it to secure donations, raise awareness and recruit volunteers.