Google for Nonprofits

Google Ad Grants

Program Overview: Eligibility

501 (c)(3) status – must be publicly updated in the IRS’s online database (copies of IRS letters not sufficient for this requirement) Allow only one membership per organization – Branches of umbrella organizations that share EINs with parent organization are eligible for individual memberships – They must indicate they are applying as “related organization”) Have a functioning website with substantial content Some exclusions apply (Government entities, medical groups & educational institutions) Links: EligibilityEligibility

What is Google Ad Grants? The nonprofit edition of AdWords, Google’s online advertising toolAdWords Free advertising to promote your website on Google through keyword targeting Empowers nonprofit organizations to promote their missions and initiatives on Google search result pages

Program Overview: Introduction $10,000 per month or $329 per day A $2.00 maximum cost per click maximum cost per click Only run keyword-targeted campaigns Only appear on Google search result pages Only run text ads

How it Works

Overview: Creation Guide Create an AdWords Account Create a campaign Submit your account for review If you already have a regular AdWords account, you cannot convert it to a Google Ad Grants account, as it contains payment information. You must create a new account per the instructions in this guideinstructions in this guide

Account Creation Sign Up for AdWords & create a new account HERE (use link to bypass billing section)HERE DO NOT SUBMIT BILLING OR PAYMENT INFO - skip this section in your account set up and ignore any messages asking you to submit billing info

Creation Guide: Campaign Settings 1. Name Campaign2. Select Search Network Only 3. Choose Standard campaign

Campaign Settings Continued 4. Un-check “Include Search Partners” (Grantees only allowed to show ads on Google Search results) 5. Select where you want to show the ad and the language you want to display in it

Campaign Settings Continued 6. Set Your Daily Budget – the daily maximum is $329. If you decide to create more than one campaign, the total of all of your campaign budgets will max out at $329 a day.

Ad Groups & Keywords Next step is to build the structure of the campaign using Ad GroupsAd Groups Each Ad Group should be centered around a different theme or service and contain keywords that represent the corresponding theme. Tip: Enter your landing page and let the AdWords system help you organize your campaign and provide keyword ideas (link: Keyword Planner Tool)Keyword Planner Tool

Creation Guide CLICK HERE CLICK HERE to check if your ads are mission based and compliant with Google’s advertising policies.

Creation Guide: Submit For Review Lastly, select your country and follow the steps for the application submission process and your account will be reviewed. If your nonprofit meets eligibility requirements and your account is set up properly, Google will activate your account and notify you via .

Resources Google NonProfit Guide Keywords Strategy Guide Find Your Ad on Google Other Google for NonProfit Tools