Google Ad Grants: How to Set Up, Spend, and Optimize

Google Ad Grants offers an unparalleled opportunity for nonprofits to amplify their message and reach a wider audience.

However, simply securing the grant is just the beginning.

To maximize this opportunity, organizations need to get Google Grants, create and manage optimized ad campaigns and strategically allocate the funds collected through these efforts.

This comprehensive guide covers everything a nonprofit needs to know about setting up and utilizing Google Grants, running impactful campaigns, and making the most of the donations or revenue generated through increased traffic.

Google Grants Requirements

Before you begin, you should understand the requirements for obtaining Google Grants and consider the following aspects:

• Nonprofit status: Your organization must be registered as a nonprofit.
• Google for Nonprofits account: You must create a Google for Nonprofits account.
• Active website: Your organization must have a website that complies with Google’s policies.

Meeting all of these criteria and documenting them properly can be a challenge.

That’s how Deeploy can simplify this process to ensure your account is properly set up from the start, avoiding delays and rejections.

Step 1: Sign Up for Google for Nonprofits

Before applying for Google Grants, you first need to create a Google for Nonprofits account. Here’s how:

1. Go to Google for Nonprofits: Visit Google for Nonprofits and click on Get Started.
2. Sign In: Use your existing Google account or create a new one specifically for your nonprofit.
3. Apply for Google for Nonprofits: Select the “Apply Now” button. You’ll need to submit proof of your nonprofit status (e.g., your 501(c)(3) status in the U.S.).
4. Wait for Approval: Once approved, you’ll gain access to Google’s nonprofit tools, including Google Grants.

Navigating the application process and ensuring all documentation is accurate can be time-consuming. Deeploy’s expertise can expedite this process, ensuring your application is flawless and approved quickly.

Step 2: Apply for Google Grants

After setting up your Google for Nonprofits account, you can apply for Google Grants. Here’s how to apply:

1. Go to Google Ads: Once you’re logged in, go to Google Ads.
2. Create a Google Ads Account: If you don’t have one, sign up for a free Google Ads account.
3. Select Google Grants: After logging in, you’ll see an option to apply for the Google Grants program. Click on this option and follow the on-screen instructions.
4. Provide Information: Fill in your nonprofit’s details and submit your application for review.
5. Approval: Google typically approves grants within a few days to a couple of weeks. Once approved, you’ll have access to the $10,000/month in advertising credits.

When managing Google Grants for nonprofits, we not only optimize applications but also ensure that advertising campaigns are aligned with each organization’s specific goals.

From selecting the right campaigns to advising on budget management, our expertise has allowed our clients to receive their grant quickly and make the most of the $10,000 USD per month.

Step 3: Set Up Your Google Ads Campaign

Once you’ve been approved for Google Grants, it’s time to set up your Google Ads campaign.

Here’s how to get started:

Create a Google Ads Campaign

• In your Google Ads account, click on the Campaigns tab and select + New Campaign.
• Choose a campaign goal that fits your nonprofit’s needs (e.g., Website traffic, Donations, Volunteer Signups).

Select Campaign Type

• Choose Search Campaign (Google Grants only covers text-based ads that appear on Google search results).
• Set up Target Locations (e.g., countries, regions, or cities).

Set Your Budget

Google Grants automatically sets your daily budget to $329 (equivalent to $10,000/month). This is the maximum you can spend.

Create Ad Groups

• Keyword Research: Use tools like Google Keyword Planner to find keywords relevant to your nonprofit’s mission.
• Ad Group Setup: Group your keywords based on themes and create separate ad groups for each.

Write Ads

• Ad Copy: Create compelling ad copy that highlights your nonprofit’s mission. Focus on action-oriented language, such as “Donate Now” or “Join Our Cause.”
• Ad Extensions: Use sitelink extensions, callout extensions, and structured snippets to provide additional information about your nonprofit.

We have a team of experts who will conduct in-depth keyword research and craft compelling ad copy tailored to your nonprofit’s unique mission, ensuring maximum impact.

Step 4: Optimize Your Campaign

Once your campaign is live, it’s important to continuously optimize it for better performance:

Monitor Campaign Performance

Use Google Ads’ built-in analytics tools to monitor key metrics, such as Click-Through Rate (CTR), conversion rate, and cost-per-click (CPC).

To refine your campaigns specifically for increased donor acquisition, check our guide “strategies to get more donors in Google Grants”.

Adjust Keyword Bids

Google Grants has a cap of $2.00 per click, so focus on long-tail keywords with lower competition to get more value.

Refine Your Ads

• Test different versions of your ad copy to see which one performs best.
• Use A/B testing for headlines, descriptions, and calls to action.

Ensure Compliance

Google Grants has specific policies to ensure that ads comply with nonprofit standards.

Regularly check that your ads meet these requirements, such as only using the provided $10,000/month, not exceeding the maximum CPC of $2.00, and keeping the ads relevant to your nonprofit.

Once you’ve established your strategies, it’s essential to identify the factors that are giving you results to maximize the reach of your campaigns.

How do you do this? We recommend reading our article on how to get more donors and contacting us to customize your strategies.

Step 5: Use Google Analytics to Track Results

Google Analytics is essential for tracking the impact of your campaigns.

At Deeploy, we not only help you set up Google Analytics, but we also provide detailed reports that allow you to measure and analyze key metrics such as:

• Donor Conversion: How many people donate after interacting with an ad or campaign?
• Cost per Donor Acquisition (CPA): How much does it cost to acquire each new donor?
• Retention and Loyalty: Are donors returning or just making a one-time contribution?
• Increase in Donation Value: Are strategies increasing the average donation amount?

Measuring these indicators has allowed us to adjust campaigns based on donor behavior and improve the return on investment in digital advertising.

Thanks to our experience, we can set up advanced conversion goals in Google Analytics, such as tracking donations, volunteer registrations, or form submissions, providing clear insights into the real impact of your campaigns.

How to Spend Your Google Ad Grant Effectively: Maximize Your $10,000 Budget

Spending the full $10,000 Google Ad Grant budget requires a well-planned strategy that includes keyword expansion, campaign diversification, audience targeting, and website optimization.

Key takeaways:

• Use broad match and high-value keywords to increase search volume.
• Run multiple campaigns targeting services, fundraising, and education.
• Expand your geographic and demographic targeting for greater reach.
• Optimize your website content to align with ad messaging.
• Maintain a high Google Optimization Score for better ad performance.
• Monitor click-through rate (CTR) to stay compliant with Google Grant rules.

By implementing these best practices, your nonprofit can fully utilize the Google Ad Grant, reaching more people and making a greater impact.

Key Indicator: Payback – Evaluating the Profitability of Strategies

Payback is one of the key financial indicators we use to measure the effectiveness of fundraising strategies.

This indicator calculates the time required for an investment to recover its initial cost through the income generated.

In the context of donation campaigns, payback allows us to evaluate the return on investments in digital advertising and other strategic actions.

For example, if a foundation invests $1,000 in digital advertising to raise donations and raises $2,500 in one month, the payback would be positive, as the investment is not only recovered but also generates a surplus.

If the return is lower, as in the case of a $1,000 investment that only generates $800, we analyze and optimize the strategy to improve its profitability.

This approach allows us to ensure that each resource invested has a maximum and measurable impact on the foundation’s growth.

Why Partner with Deeploy?

Navigating the complexities of Google Ad Grants can be overwhelming.

Deeploy’s team of experts has a proven track record of helping nonprofits maximize their Google Ad Grant potential.

We offer:

• Expertise in Google Grants application and setup.
• Tailored campaign creation and optimization.
• Ongoing monitoring and reporting.
• Compliance management.
• Data driven strategy.

Maximize Your Google Ad Grant!

Don’t let the complexities of Google Ad Grants hold your nonprofit back. Contact Deeploy today for a consultation and discover how we can help you amplify your message and achieve your mission.