What can you achieve with $10,000?
Imagine you had $10,000 a month to spend on Google Ads. What could you achieve with a budget like that? How about sharing the challenges faced by the clients you help? Spreading your mission across the digital world, thereby attracting donations or volunteers without whom no non-profit organisation can survive. And that is precisely why Ad Grants exists. Support for non-profit organisations in their work, support in spreading information through Google Ads and AdWords Express campaigns.
AITOM has secured Grants for the Paraple Foundation and SOS Children’s Villages, for example. These foundations can thus not only communicate more effectively with donors, but also reach out to those interested in volunteering and potential clients seeking help. Thanks to PPC, help can reach even those who have no idea that these foundations exist.
Here, for example, are the results of the SOS Children’s Villages Ad Grant campaigns. The campaigns are more precisely targeted; whilst they attract fewer users, we have managed to significantly improve the results:
Grants are available in 50 countries
As of today, you can apply for Ad Grants in more than 50 countries worldwide, including the Czech Republic and Slovakia. However, you need to meet several conditions and go through a number of necessary and time-consuming steps before your PPC campaigns in Google Ads can be launched under this programme. But if you succeed, Google will cover the cost of your subsequent search advertising for you, up to $10,000 per month.
Who is eligible for the grant?
Of course, not everyone can apply for the programme, so before you do so, make sure you are eligible.
Organisations that are registered in the relevant country as a charity, association, institute, foundation or trust are eligible to apply. Non-profit legal entities established by registered churches or religious organisations are also eligible.
Government bodies and organisations, hospitals and healthcare organisations, as well as schools, academic institutions and universities are definitely not eligible (there is a separate project for these: Google for Education).
However, there is no need to be disheartened if you do not meet these criteria. Google reserves the right to accept or reject any application or organisation at any time and for any reason. And that is not all. It may even extend or amend the eligibility criteria at any time. The decision is therefore entirely up to Google, which is not subject to any external oversight. What does this mean? One day, you might meet those conditions. Another advantage is independence from regional governments, which might not be supportive of your activities. Hungary could tell you a thing or two about that.
How to register:
- Registering for the TechSoup programme
- Registering for the Google for Nonprofits programme
- Register for the Ad Grants programme
- Creating your account in Google Ads or AdWords Express
- Setting up your account correctly so that it is approved for Google Ad Grants
- Account approval
- Regular account maintenance
We will cover each of these steps in turn and guide you through the entire process in a separate article here.