Google Advertising Grants for UK Charities
Did you know if you are a UK based charity or non-profit organisation, you may be eligible for up to $10,000 USD (Around £8000) of Google advertising credit, every single month! That is over £350 a day that you can spend on free Google search ads.
Your advert would appear in the sponsored results section on Google search. These can help drive traffic to your charity's website, helping to increase cause awareness and even donations or reach new users or volunteers.
If you are an eligible, non-profit charity then you can get some effective Google ads without ever having to pay for a click. This can be useful if your Organic SEO is letting the side down or you just want that extra boost to really get your charity out there.
Who is eligible for the Google Grant?
To be eligible for Google Grants an organisation must:
Hold current and valid charity status ( i.e. Registered with Charity Commission for England and Wales; and/or Registered with HM Revenue & Customs as a charity for Tax Relief.)
Acknowledge and agree to Google's required certifications regarding nondiscrimination and donation receipt and use.
Have a live website with substantial content.
The following types of nonprofits are not eligible for Google Grants:
Schools or educational institutions.
Government organisations.
Hospitals or healthcare organisations.
However, charitable arms of educational institutions are eligible.
Once you have determined that your charity qualifies for the Google Ads grant, your organisation must abide by the program to maintain its eligibility, to do this you must:
All the ads in your account must link to the non-profit URL that was approved in the application process.
There must be activity on the account at least once per month, this can be by you or by a manager you appoint.
The ads you are promoting must reflect the mission of your non-profit. You are allowed to sell products however 100% of the proceeds must go towards supporting your program.
The ads you create cannot point to pages that are used to primarily send visitors to other websites.
You cannot offer financial products anywhere on your websites - such as mortgages or credit cards.
You cannot add keywords to your account that relate to donations in the form of large-good such as cars, boats or property donations. You are also not allowed to ask for these kinds of donations in your ad text.
Your website cannot display any ads from any external or affiliate advertising
Your daily budget must be set to $329 USD. (Even though you are in the UK all monetary values will be displayed in USD since it is Google paying). However there is no spend requirement so you do not have to spend the full $10k and month.
You cannot exceed a maximum Cost Per Click of $2.00 - Paid advertisers will nearly always appear above grant adverts.
You cannot run ads outside of the Google Search Market.
Ad Grantees may only promote mission-based ads and keywords in their Google Ads account.
You must maintain a 5% Click Through Rate. Click Through Rate is the ratio showing how often people who see your ad end up clicking it. If your account doesn’t achieve at least a 5% CTR for two consecutive months, your account will be cancelled.
Non-profits cannot have branded keywords in their account that they do not own
All keywords must have a quality score of 3 or higher.
All Campaigns must have at least 2 ad groups with at least 2 ads running.
Accounts must have at least two site links extension active.
Account must have geotargeting. You cannot display ads worldwid
Single words keywords are prohibited, non-profits should choose well-targeted keywords.
If all of this means absolutely nothing to you, then get in touch and we can guide you through the process and help to run your non-profit Google Ads campaigns.
Want to know more?
Download our free application guide
Applying for a nonprofit grant can be a long and somewhat complicated process, so here’s how to get started with the Google Ad Grant in an easy 5 step guide.
How we can help you run effective ads
If you really want to get the most out of your Google Ads then your need to create an in-depth strategy with meticulous weekly or even daily tweaks. This can be time consuming and complex. That is where we come in.....
With expert knowledge and creativity in abundance, we can provide the expertise you need to maximise your advertising results. So that you can focus on the day-to-day running of your charity whilst we work away in the background.
The conditions for the grant can seem harsh, and maintaining your status requires proactive and engaged management. As Google Partners we have the knowledge to keep your account within the conditions of the grant. We will work on your account weekly to keep everything running smoothly as well as generate leads and get your name into the spotlight.
Whether you are new to the world of online advertising or a dab hand at PPC but just want to get more from your ads, we can help.
We'll conduct expert keyword research in order to target what your ideal audience is searching for and create stand out ads that not only appeal to that audience but fit within the condition Google set for Google grant advertisers. Using Google Analytics we will keep a close eye on the users coming into the website as well as create sophisticated conversion tracking. Each month you will receive an in-depth report and a call with one of our Google Ads experts to explain how the account is progressing and to plan an ongoing strategy.
If you already have a Google Ads account then we can assess your current performance on the pre-existing data set and help to implement the necessary changes. We can restructure your account to meet the program requirements and create powerful ad groups with professional traffic sculpting in place.
With over $10,000 free Google Ad grant money up for grabs why not start your application today. Head over to Google to see how to apply or contact us today and we will happily guide you through the process.
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Want to know more?
Download our free application guide
Applying for a nonprofit grant can be a long and somewhat complicated process, so here’s how to get started with the Google Ad Grant in an easy 5 step guide.