Let's Talk About Google Ad Grants

This month, our digital newsletter is all about Google Ad Grants, which offers up to $10,000 worth of free Google search ads monthly!

We’re sharing why nonprofits who aren’t enrolled should take advantage of the program's free ad dollars and, for those already signed up, a tip on maximizing your Ad Grants budget to reach your goals. 

If you're still not convinced, here are two reasons Google Ad Grants should be part of your digital marketing strategy.

When utilized effectively, Ad Grants can be one of the most significant channels for your target audience to discover your organization. Here Is Why:

• With a large budget of $10,000, you can target (and experiment) with every keyword that may drive traffic.

• A large monthly budget means your daily budget likely won’t run out, meaning your ads will always be on, whereas competitors paid ads will stop displaying the moment their daily budget cap is reached.

While Ad Grants was once considered a tool primarily used to increase brand awareness, it now offers many features designed to help you achieve other marketing goals (i.e., conversion). Here Is Why:

• Conversion tracking is now required to qualify for Ad Grants. Further, Google allows Ad Grants campaigns to optimize for conversions (i.e., donations, email sign-ups) and utilizes AI to optimize your ads to drive action based on keywords searched, geolocation, device used, etc.

For nonprofits already signed up, below is food for thought on maximizing the impact of your Ad Grants campaign. 

The $2 bid cap on Ad Grants campaigns has long been considered a limitation of the program, which prioritizes advertisers with paid campaigns for the most popular keywords. 

Pro Tip: When campaigns are optimized for conversions and utilize Google’s AI, mentioned above, it will identify the trends that repeatedly lead toward conversion and bid above the $2 cap if conversion is likely.