How to Cash In On the Google for Nonprofits Program

September 8, 2022

Paid search can be an expensive marketing channel, especially for those in the not-for-profit space — luckily, there’s a free option available via the Google for Nonprofits program.

Maximizing marketing dollars is one of the biggest challenges nonprofits face. To address this, Google created Google for Nonprofits, a platform allowing registered 501(c)(3) organizations to take advantage of thousands of dollars in monthly advertising spending.  

The catch? Running these ads takes an in-depth knowledge of how Google Ads work to ensure campaigns perform well and reach the right audiences — AKA, the ones lowest in the marketing funnel who are ready to take action. With its complicated keyword bidding algorithms, Google Ads is practically a language all its own, and it takes an experienced professional to get the most out of the platform.   

Here’s the 411 on how Google for Nonprofits works, its benefits and the key to running successful campaigns. 


How It Works 

Through Google Ad Grants, the in-kind advertising program under Google for Nonprofits, not-for-profit organizations can receive up to $10,000 each month to create text-based search ads. These ads are written search listings that appear at the top of the search engine results page. 

But first, organizations must register as a 501(c)(3) and agree to the Google for Nonprofits Additional Terms of Service. Side note: educational institutions, healthcare organizations and government entities are not eligible for the grants because these organizations don’t hold the same valid charitable status as traditional nonprofits.  


Program Benefits 

Eligible nonprofits can use the $10,000 in “free” Google advertising to drive qualified traffic to their websites, raise awareness, recruit volunteers and reach potential new donors.  

The key to maximizing the advertising grant is engaging an experienced professional who will act as a good steward of the grant dollars. It must be someone who can build winning campaigns which fulfill the organization’s unique goals.  

Want to see these grants in action? Check out how raised $497,000 from 5,000 donations in one year through Google Ad Grants.  


Optimize, Optimize, Optimize 

For nonprofit managers, the task of running a Google Ad Grants campaign can be daunting, especially if they are unfamiliar with the complexities of the platform.  

Google Ad Grants accounts require routine optimizations and maintenance. This means whoever oversees the account needs to dedicate time each month to the consistent upkeep of the campaigns, performance tracking and compliance with Google’s requirements (not complying can even result in the account being suspended). 

Professional Google Ads grant agencies  can investigate compliance requirements, complete the application process, proactively research the best keywords and ensure nonprofits make the most of their grants. 

At Candor, our in-house Google experts have years of experience building and maintaining these types of accounts for clients across the country. Need some advice on beginning the process and reaping the rewards? Contact Candor today 

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