This is part 2 of a 10 part series on how Non-Profits of any size can grow online donations, volunteers, social services & programs through Google Ad Grants. Read the introduction here.

What is Google Ad Grants?


The Most Powerful Marketing Tool in The World of Non-Profits

We are living in the information age, and the largest source of information in the world, Google, is offering your Nonprofit organization $10,000 a month to market and grow your mission for free through their Google Ad Grants program. If that wasn’t awesome enough,  when you run your advertising correctly and hit a few key metrics over a 6 month period, Google will increase your monthly grant to $40,000 through their Google Grants Pro program (we will cover this later).

What I also love about the $10,000 monthly Google Ad Grants is that you can apply for it in 30 minutes or less. You’ll then get approved within 72 hours on average.  It’s true! Google Ad Grants is not like the traditional grants; no long application processes or expensive grant writers are needed.

My only question for you is, why would you not apply for Google’s free $10,000 a month grant and use it to boost your mission? You might as well turn to your board, followers, those you serve, and tell them you really aren’t that serious about the mission if you pass on such an opportunity.  Yes, there will be some learning, planning and work that will need to get done, but you’ll discover with the right strategies in place, results will follow.

Why Your Non-Profit Should Use Google Ad Grants

Every month, over 100 billion searches are done on Google.  Why?  Because people all over the planet are constantly searching for information to help solve their most pressing questions and problems. In a world where over 90% of online experiences start with a search, showing up on the front page of Google can be the deciding factor between a Nonprofit that’s thriving, and well, one that’s not.

How does this relate to your organization specifically? Your Nonprofit specializes in solving a very important social issue and this specialty means you have a ton of information that can help people most in need of your services and expertise.  You can also begin forming relationships, generating awareness, and building a raving community with those who are looking for ways to get involved with supporting your mission through Google Ad Grants.

Furthermore, your Nonprofit serves as a thought leader for the cause it represents whether you realized this truth or not. People all over the world need your specialized information shared with them as easily as possible, and Google Ad Grants combined with the use of your website’s blog is the best way that I know of how to accomplish this. We’ll go over how storytelling, blogging, and your content strategy all work together with Google Ad Grants in a future post within this series.

Google Ad Grants is an Automated Marketing System Built To Grow Relationships

The simplest way to conceptualize how Google Ad Grants can work best for your cause is to view the grant as a fully automated marketing system. This powerful system creates opportunities for your Nonprofit to spark and grow new relationships with individuals every day.  Google Ad Grants is a relationship building tool, and if you keep this perspective in mind while using your grant you will help ensure your Nonprofit gets the most out of it.

Sure, we want to raise online donations as quickly as possible and build an army of supporters for our community, but it’s important to realize the quickest way to achieve this online and with Google Ad Grants, is to focus on building relationships. One of the most successful online marketers in the world, Neil Patel, has a fundamental philosophy when it comes to online marketing, and it’s that mostly everything that begins online ends offline.

Take the following for example and think of how it could be applicable to your cause.  A new visitor landed on your website from your Google Ad Grants marketing system, and your site happened to capture the persons attention with a short YouTube video highlighting a recent success story.  If your website is set up properly, and your new visitor likes the video, they are more likely to voluntarily subscribe to your email list.  In the digital world, this is the equivalent of a person raising their hand saying YES! I am interested in your story and want to learn more, please add me to your database and send me more information.

There is balance to this however, as you don’t want to send low quality or poorly written messages to your new subscribers. You also don’t want to send too many messages in a short period of time and spamming their inboxes with a ton of messages. Nonprofit email marketing is a lengthy topic in its own right.  We’ll cover these topics in a future post, but if you’re interested in learning more about what’s working best with Nonprofits right now, I highly recommend you check out these thought leaders: Tom Alzher and Linked marketing coach.  They have a ton of great information and free resources that your team can use along with Google Ad Grants.

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My Journey to Mastering Google Ad Grants

The possibilities with Google Ad Grants and how it can impact your Nonprofit are endless. Although there’s a catch, most Nonprofits don’t have the technical ability or financial resources to hire experts that can create and run effective campaigns on the Google Adwords platform. Also, most often staff members lack experts who know how the different components of online marketing work together.

Think about social media and email marketing, having the ability to decide which platforms you’d want to invest time into (i.e. Facebook, Twitter, or Snapchat), and how to generate meaningful engagements from them can stifle even the most technically inclined Nonprofits.  Creating captivating content consistently over time can also be added to the list of road blocks that regularly prevent organizations from committing to and experiencing real success with the Google Ad Grants.

Thankfully you’ve found this Google Ad Grants series! I created this series and the Mission Boost Academy program to solve these exact problems, giving you valid resources and access to accurate up-to-date information to help your Nonprofit succeed.  I’m on a personal mission to debunk the difficulties of all these topics and pull back the curtains on the easiest to use strategies for Boosting your mission through the power of Google Ad Grants.

When I began my journey, I was in all honestly far from what one would call a technical savvy person.  I didn’t even create a Facebook account until I was forced to do so when I began joining businesses clubs in college. I was a good 5 to 7 years behind the rest of my peers. But, what I did know was that I had a passion for creating real impact in this world and deciding to work with Nonprofits seemed like the best idea coming out of college.

I knew not one single thing about online marketing, Word Press websites, or social media when I started. Once I was exposed to technology and online marketing, I instantly realized that these were the subjects and skill sets changing the world.  Technology combined with a purpose in the information age creates power and I realized that this power needed to be brought to the Nonprofit world. I’m convinced that if this guy (me), can use what I’ve learned and implement the strategies that I do, then almost anyone can pick up these resources and achieve success with them too.

Here’s What Google Ad Grants Can Do

  • Generate upwards of 5,000 qualified new website visitors monthly.
  • Start and or boost online donations
  • Increase program and services inquiries
  • Grow your email list/database by over 300 new subscribers monthly
  • Increase exposure of events
  • Increase volunteer applications & inquiries

Do it yourself verses teaming up with a Non-Profit Marketing Expert

Having a marketing expert working with or on your team produces some pretty staggering differences in the results of your Google Ad Grants.  Here are some comparisons in outcomes between nonprofits using Google Ad Grants on their own without following proven strategies verses those who work with a Non-Profit marketing expert.

  • Nonprofits doing it themselves generate about 150 new website visitors monthly compared to 5,000 when working with an expert.
  • Nonprofits on average only spend $300 worth of the grant a month verses $8,500 a month with a professional.

Does Your Non Profit Qualify?

Does Your Non Profit Qualify?

Before you apply for Google Ad Grants, be sure your Nonprofit is based in a country where Google Ad Grants is available, and that you comply with Google’s additional eligibility requirements.

Here are some of the key eligibility requirements:

  • Your organization must be located in an eligible country. Here is Goggles official list:
  • If in the U.S., your organization must be an approved 501(c)3.
  • Your website must function and have substantial amount of Nonprofit content. As you’ll see in chapter two, having a properly functioning and strategically set up website is what you’ll need to get the most from your grant and boost your mission.

Your Non Profit is not eligible if it is a charity of the following type:

  • Government entity or organization.
  • Hospitals and medical groups.
  • Schools, child care centers, Universities or academic institutions.
How to Apply for Google Ad Grants?

How to Apply for Google Ad Grants?

Once you’ve double checked and verified that your Non-Profit qualifies, here is how the simple Google Ad Grants application works:

  1. You’ll need to apply for a Google for Non Profits You can do so here.  Google for Nonprofits offers organizations like yours free access to Google most powerful tools like Gmail, Google Calendar, Google Drive, Google Ad Grants, YouTube for Nonprofits and more. These tools can help you reach new donors and volunteers, work more efficiently, and tell your nonprofit’s story to your fast growing online community.
  2. Enroll in Google Ad Grants. You have two options to choose from. The key takeaway here is that if your organization has limited time and resources to commit to learning and using the Grant, you can use what is called Google Adwords Express.  Adwords Express automates all of your accounts optimization monthly. Pick your audience, write three lines of text about your nonprofit, set your daily budget, and let AdWords Express do the rest.  This is HUGE for Nonprofits that want to get into action quickly with the grant but lack the time, technical knowledge or funds to hire a professional.  The draw back with Express is that you lose control over your campaigns and your monthly optimization will not be as effective if you had a person doing it.  Regardless, if you decide to implement express be sure to follow and use the additional online marketing strategies, resources, and training from the org/blog to help you get the most from your grant.
  3. Create your account on the Google Ad Words platform. Once you’re ready, you can have the appropriate team member use these free training videos on how to set up your AdWords account. Here is Google’s official guide for creating your AdWords account and here is their guide on how to create your account using AdWords Express.
  4. Submit your account for review. Once your team, staff member or professional has created your account and set up your campaign, you’ll need to submit your account for review.
How to maintain Google Ad Grants

How to maintain Google Ad Grants

It’s not hard, and you’ll want to make sure your team does a few things to help ensure your remain eligible for Google Ad Grants indefinitely. Here is the run down on how to keep your Google Ad Grants in good standing:

  • Link your ads to one (and only one) website domain, which should be the same one that was approved in your initial application. This means you can’t have ads link to and
  • Actively manage your AdWords account by logging in once a month and making at least one change to your account every 90 days. This is also known as optimization and is one of the biggest benefit my clients get when they join the Mission Boost Academy.  They save a ton more time and resources that they’re able to allocate to other areas of their missions.
  • Your ads and keywords should match your organization’s programs and services. For those who may be asking what keywords are, they’re the words you type into Googles search bar when looking up information.Here’s a brief example. If I live in San Diego am I’m interested in learning more about supporting a local Non-Profit solving homelessness, I would go to Google and begin typing in words related to this.  These are known as keywords and are the cornerstone to how the Google Grant works.
  • Strictly commercial advertising is prohibited. If your promoting products or services, 100% of the proceeds must go directly to supporting your program.
  • Your ads must not link to pages that are primarily composed of links to other websites.
  • Your site can’t display Google Adsense ads or ad links to other websites. Examples include banner and sidebar ads on a website.