GOOGLE AD GRANTS

What is Google Ad Grants?

Google Ad Grants is a program offered by Google that provides eligible non-profit organizations with in-kind advertising on the Google Ads platform. The program is designed to help non-profits promote their missions and initiatives by giving them access to online advertising without the associated costs. Through the Google Ad Grants program, a non-profit organization receives 10,000 USD per month as an indefinite advertising budget for Google Ads text advertising.

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To participate in the Google Ad Grants program, non-profits must meet certain eligibility criteria, including holding valid charity status and agreeing to the program's policies. The goal of the program is to support non-profits in their outreach efforts, allowing them to use online advertising as a tool to achieve their goals and make a positive impact.

How does advertising on Google Search work?

Google Search advertising, often referred to as Google Ads, operates on a pay-per-click (PPC) model and functions through an auction-based system. Here's a general overview of how Google Search advertising works:

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1. Keyword Selection: Advertisers choose relevant keywords and phrases that are related to their products or services. When users search for these keywords on Google, the ads may appear.

2. Ad Auction: When a user enters a search query, Google runs an auction to determine which ads to show. The auction considers various factors, including the bid amount, ad quality, and expected click-through rate.

3. Bid Amount: Advertisers set a maximum bid, which represents the highest amount they are willing to pay for a click on their ad. However, the actual amount paid is often lower, as the auction system determines the final cost per click (CPC) based on competition.

4. Quality Score: Google evaluates the quality and relevance of ads through a metric called Quality Score. This includes factors like ad relevance, expected click-through rate, and landing page experience. A higher Quality Score can positively impact ad position and cost.

5. Ad Rank: Ad Rank is the position of an ad on the search results page, determined by multiplying the bid amount by the Quality Score. Advertisers with higher Ad Ranks are more likely to have their ads displayed in prominent positions.

6. Ad Formats: Google Search ads typically consist of a headline, a display URL, and a description. Extensions, such as site link extensions or callout extensions, can provide additional information and improve ad visibility.

7. Ad Placement: Ads can appear above or below organic search results. In addition to standard text ads, there are other ad formats, such as shopping ads and image ads, which may appear in different locations on the search results page.

8. Budget and Campaign Management: Advertisers set daily and monthly budgets to control their advertising expenses. Google Ads provides tools for campaign management, allowing advertisers to monitor performance, adjust bids, and optimize ad content.

9. Tracking and Analytics: Advertisers use tools like Google Analytics to track the performance of their ads. This includes metrics such as click-through rate, conversion rate, and return on investment (ROI).

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Overall, Google Search advertising enables businesses to reach potential customers when they are actively searching for relevant products or services, making it a powerful tool for targeted and measurable online marketing.

How to join the Google Ad Grants program?

To join the Google Ad Grants program, follow these steps:

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1. Eligibility Check: Ensure that your organization meets the eligibility criteria for Google Ad Grants. Typically, your organization must hold valid charity status and meet other requirements set by Google.

2. Apply for Google for Nonprofits: Enroll in the Google for Nonprofits program, as the Ad Grants program is part of it. Visit the Google for Nonprofits website and submit an application for your organization.

3. Validation Process: Google will review your application to confirm that your organization qualifies for the program. This process may take a few days.

4. Acceptance and Activation: Once your organization is accepted into the Google for Nonprofits program, you can activate Google Ad Grants.

What are the Google Ad Grants Policy requieremens? 

The basic requirements of the Google Ad Grants program include:

• CTR (Click-Through Rate) of at least 5% at the Google Ads account level

• Adequate keyword Quality Score of at least 3/10

• Adequate ad Quality Score

• No single-word keywords

• No broad match keywords

• Implementation of conversion tracking on the account

• Making at least one change (within 90 days) to the advertising account

• The promoted website should have substantial, informative content

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If the account does not comply with the above-mentioned rules, it will be either blocked or terminated (depending on the violation), and the ads will cease to be active.