As a nonprofit organization, we’re sure you’ve heard of and applied for several grants. Along the way, you may have heard of the Google Ad Grant, but aren’t necessarily sure what it is and what it can do for your organization. In this blog, we will provide detailed explanations of what the Google Ad Grant is, what it can do for your nonprofit and even a few case studies.
The Google Ad Grant Explained
In short, the Google Ad Grant is one of the most effective and beneficial tools that a nonprofit can use. The Google Ad Grant is a $10,000/month in-kind donation given to nonprofit organizations, from Google, for free.
Yes you read that right, $10,000 per month, for free.
Nonprofits use the grant for online advertising. If you search for something in Google, such as Nike or organic dog food, you are bound to see ads appear at the top of the screen. This is where your ads will appear with the Google Ad Grant.
Need a little more help understanding? Here’s more of a breakdown.
Ads that appear at the top of Google are actually paid for by advertisers. When you click on the ad, you are taken to the company’s website or a specific landing page and the advertiser is charged a fee. For instance, if you search organic dog food, you might click on the first ad (MyOllie), – MyOllie is probably paying Google anywhere from $2 – $5 for that specific click. To them, paying for each click is worth it because each click means a consumer is saying “I want to buy organic dog food.” Since MyOllie offers organic dog food, the price they pay is worth it because it’s a possible conversion, and sale, which means money in their pockets.
The Google Ad Grant works exactly like that. Organizations can place their text ads at the top of Google’s search results.
Let’s say you’re a charitable organization that accepts clothing, furniture and other donations and you want to advertise your services and available products. You can advertise to people in a geographic area who search where can I donate my old clothes or even where is a clothing donation pick up near me.
Your ads can provide specific information on clothing drop off and pick up, or other valuable items that you accept and offer. These ads will appear at the top of Google when individuals search for those terms. Once they click on the ad, they are either taken to your website or a specific landing page – for instance, one that has the address of clothing pick up locations.
The only difference between the organic dog food advertisement and the where can I donate my old clothes advertisement is that Google pays for the click on your ad. So instead of you spending $3 on an ad for clothing donations, Google pays for the click using the $10,000 credit from the Google Ad Grant. This means that this ad is entirely free and depending on how many people search for your service, you can reach a lot of people each month using the Google Ad Grant.
Google Ad Grant Case Studies
The Google Ad Grant is one of the most valuable advertising tools that nonprofits can and should use. In fact, several nonprofit organizations are utilizing the Google Ad Grant each day and reaching thousands of users, increasing their volunteers and donations.
The WorkFaith Connection
Based out of Houston, Texas, The WorkFaith Connection provides discouraged job seekers with valuable resources to help them secure employment. Hoping to reach more people online, The WorkFaith Connection came to MISSION:MORE for Google Ad Grant management. Here’s an example of their ads.
By utilizing the $10,000/mo grant, The WorkFaith Connection has seen tremendous growth in their course registration and donations.
The Arc of Katy
The Arc of Katy is a nonprofit organization that provides opportunities for individuals with intellectual and developmental disabilities. Their mission is to enable each person to be included as a respected and active member of the community. With summer camp programs and fundraising events, The Arc of Katy wanted to grow their online presence and create more awareness for their organization.
This led them to Google’s $10,000/mo advertising grant. Once The Arc of Katy took full advantage of the grant, they saw tremendous growth and have continued to raise awareness for their organization.
First Metropolitan Church
Based out of Houston, Texas, First Metropolitan Church seeks to bring individuals closer to God by giving them a sense of acceptance, ownership, responsibility, urgency and belonging to Christ. To reach more people online and increase their congregation, volunteers and donations, First Metropolitan Church applied for the Google Ad Grant. Since they received the $10,000/mo in advertising credit, their numbers have improved dramatically.
In a nutshell, the Google Ad Grant gives nonprofits $10,000 per month to use towards advertising online. Ads appear at the top of Google when a user searches for a specific term related to your ads. When they click on the ad, they can be taken to your website or landing page for more information. This increases awareness and even donations for your organization.
Want to learn more about how your organization can receive $10,000 a month for advertising? Contact MISSION:MORE today.