Google Ad Grants is a service provided by google, where eligible entities can benefit from advertising them or their service through Google Ad Words. The best part is that all the advertising comes for free. The advertisement cost is provided by Google in the form of a grant. This is why the service is called Google Ad Grant Program.
We all know how effective it is to advertise through Google AdWords. Google is the king of the internet so, it is the only place where you can get the most relevant exposure for your ads. Advertising through Google Ad Words, if designed correctly, can work wonders for any organisation. This is where the real benefit lies for the organizations that get Google Ad Grant.
The Ad Grant service is already very popular with non-profits as it is already working with more than19000 non-profits globally. The benefits that it provides, makes the application and selection process all the more competitive. There are a stringent set of guidelines laid down by google that have to be met by any organization in order to be eligible for Google Ad Grants.
Guidelines of Ad Grants Program:
Google has laid down a set of guidelines for the ads to be placed under the Ad Grant program. Anyone advertising through this program will have to strictly adhere to the undermentioned guidelines:
Eligibility Requirements under the Google Ad Grant Program:
Any non-profit that wishes to avail the benefits of the Ad Grant program has to fulfil certain pre-determined eligibility criteria as laid down by Google. The eligibility requirements are as follows:
What is a 501c3 organization?
A particular organization is said to be 501c3, when it is involved in charity programs and its status has been approved by the Internal Revenue Service. Such an organization is also exempt from its tax liabilities arising from its fund raising operations that are directed towards its charity related activities. The span of charitable activities is huge and it encompasses a host of activities that are directed towards the general welfare of the public or a particular section of the society. They can range from educational to sports, religious to scientific, literature to testing etc.
501c3 organizations are primarily of three types: Public charity, Private Foundation and Private Operating Foundation. They all have their own specific management structure, active charity programs status and revenue generation method. A 501c3 organization is under a heavy set of regulations, mostly because of its tax status. Its operations cannot be directed towards generating any monetary benefits for the individual members of the management, employee or any private individual. Similarly, in the event of a shut down the corporate assets cannot be distributed among the members. Even the income generated by the website, should go towards financing the programs being run by the organization.
How to Maintain and keep your Ad Grants Account active:
There are certain requirements and conditions that Google wants you to follow in order to maintain your Ad Grants account alive and running. They are as follows:
How Can A Non-Profit Organization Benefit From Google Ad Grant:
Advertising on Google has benefits that no other site or service can offer. Google is the king of the Internet with around 3 billion searches per day. Google is present everywhere and almost everyone uses it. It has access to our desktops and smartphones. It can reach us anytime of the day, while we are in our office, or bedroom, or shopping mall, google has access to us all the time. Advertising on google, therefore becomes all the more relevant, as it will reach its target audience for sure.
However, on the negative side, advertising on Google can be very expensive. Small organizations or non-profit organizations won’t ever have the money to utilize this huge advertising service. This is where the Ad Grant program steps in. Through this program, organizations are able to utilize this massive advertising resource and generate great results for their cause. This is the very reason that many major organizations of the World are advertising on Google through the Ad Grants program eg. Unicef, Kiva etc.
Everyone in the online industry understands that to generate any results from your online endeavours, the most basic necessity is ‘Traffic’. With access to a huge target audience, Non Profits benefit from Google Ad Grant service in many ways. Some of them are as follows:
It is therefore, very clear that Google Advertising can bring great benefits for your non-profit in more than one way. However, the restriction of maximum CPC of $2 can sometime acts as a restraint. In more competitive markets, the CPC can be higher, but the maximum CPC ceiling keeps the advertisers away from those markets. This sometimes leads to advertisers not being able to utilize their entire ad grant budget.
Tips to maximize earnings:
Here are a few tips to help advertisers utilize maximum advertising budget allotted to them.
How to Apply for Google Ad Grants Program for Non Profits?
If you feel that your organization meets all the criteria laid down by google for their ad grant program, then you can begin with registering on their website. There will be a simple form initially that will ask for your and your organization’s basic details. Then you will be provided with a TechSoup validation token. TechSoup verifies whether your entity is actually an NGO or not and submits its report to Google.
After filling all the relevant details, you can submit your application. Giving you approval will totally depend upon Google. They generally provide approval in 10 to 15 days or they may ask you to submit other information as required by them.
Along with that, you also have to separately create an Adwords account. The advertisers need to develop some understanding as to how Google Adwords works before they actually start utilizing their Ad Grants budget.
To conclude, we can say that Google Ad Grant program can be of great help to any non-profit. Just the sheer amount of free advertising that it offers, can change the fortunes of the organization. It can greatly help the organization increase its reach and influence and gain more supporters to further its cause in the long run.