Skip to main content

Google Grants is the proposal of the technological giant to promote all those non-profit projects through SEM strategies in Google searches.

What is Google Grants

Google Grants is a tool within the Google for Nonprofits program (G4NP) that provides free access to all Google applications. This program allows organizations to get a monthly credit of $10,000 (with a daily limit of $329) to run advertising campaigns through Google AdWords.

For those of you who might not know Google Ads, it’s an online advertising program that allows for the creation of ads that appear on both Google’s display network and search engine results.

Although Google Grants has been active for almost 20 years, many charities are still not part of it. This lack of awareness could be preventing them from taking advantage of a valuable opportunity to increase their visibility and improve their conversions. Whatever the reason your organization isn’t yet taking advantage of Google Ad Grants, in this article we’ll explore how and why you should start doing so.

What are the benefits for NGOs?

Google Grants offers NGOs a wide range of benefits, among which the following stand out:

  • Increased visibility: it allows them to reach a wider audience and raise awareness of the NGO’s cause and services.
  • Donor recruitment: Facilitates the recruitment of new donors interested in supporting the NGO’s cause.
  • Volunteer recruitment: Helps find people willing to dedicate their time to the NGO.
  • Event promotion: Allows to publicize events and activities organized by the NGO.
  • Impact measurement: Provides tools to measure the performance of campaigns and their impact on the NGO’s objectives.

How to apply?

To apply for Google Grants, NGOs must meet some basic requirements:

  • Be legally registered as NGOs.
  • Have an active and updated website.
  • Comply with Google Ads policies for NGOs.
  • The application process is done through the Google for Nonprofits website. Once the application is approved, the NGO will have access to the Google Ads platform to create and manage their campaigns.

Differences between Google Grants and normal advertising?

The main difference between Google Grants and regular advertising in Google Ads is that the former is free for NGOs. In addition, there are other differences in terms of the options available for campaigns:

  • Display Network: In Google Grants, advertising can only be shown on the Google Search Network, while in normal advertising it can be shown on both networks.
  • Ad Types: In Google Grants, only text ads can be created, while in normal advertising display and video ads can also be created.
  • Budget: In Google Grants, the monthly budget is limited to $10,000 USD, while in normal advertising there is no limit.

Google Grants is a valuable tool that can help NGOs reach their goals more effectively. If your NGO is not yet using this program, we encourage you to apply today.

Additional resources:

https://support.google.com/grants/?hl=en

https://www.google.com/nonprofits/