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Google is an American multinational technology company specializing in Internet-related services and products that include online advertising technologies [as such Google Adwords], search, cloud computing, and software. 

Google Ads formerly Adwords lets you advertise products and services via Google’s online advertising technologies. Google is giving opportunities to Nonprofit organizations to advertise their products and/or services worth $10,000 free of charge which they call Google Ad for Nonprofit Organizations.

Google Ad for Nonprofit Organization

Introduction to Google Ads

Google Ads is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The Google Ads program enables businesses to set a budget for advertising and only pay when people click the ads to show on the following platforms: Youtube, Blogs, Google Paid Search, and other top websites where Google AdSense is installed. 

How to become eligible for Google Ad Grants for Nonprofit

All of Google Ad for nonprofit Grantees have met the following criteria that made them qualify for Google Ad Grants.

Google Ad Grants are part of the Google for Nonprofits program. To qualify for Google Ad Grants, your organization must:

  • Begin by applying to Google for Nonprofit.
  • Hold valid charity status. Please see the Google For Nonprofit site for definitions of charity status in your country.
  • Acknowledge and agree to Google’s required certifications regarding nondiscrimination and donation receipt and use.
  • Have a live website with substantial content.

Governmental entities and organizations, hospitals and medical groups, schools, childcare centers, academic institutions and universities are not eligible for Google Ad Grants, but philanthropic arms of educational institutions are eligible.

Maintaining the eligibility of account for Google Ad Grants

  • Link your ads to one (and only one) website domain, which should be the same one that was approved in your initial application.
  • Actively manage your Ads account by logging in once a month and making at least one change to your account every 90 days.
  • Your ads and keywords should match your organization’s programs and services.
  • Strictly commercial advertising is prohibited. If you’re promoting products or services, 100% of the proceeds must go directly to supporting your program.
  • Your ads must not link to pages that are primarily composed of links to other websites.
  • Your ads may not offer financial products (like mortgages or credit cards), nor can they request donations of cars, boats, or other property.
  • Your site can’t display Google AdSense ads or affiliate advertising links.

Ad Grantees found in violation of any of these guidelines are subject to removal from the program.

Reach the people who matter most.

Google Ad Grants shows your ads to people who are searching Google for nonprofit like yours, and helps you reach people who were previously unaware of your cause. You can share your message across the globe, or focus on people near you. With Google Ad Grants, you’re always in control.

Deeper insights for smarter ads.

Once your ads are live, you can use Google Analytics and conversion tracking to understand how your ads are performing. Which keywords are the strongest> Which ads are driving donations, or recruiting volunteers. Get answers to these questions and many more.

See if you’re eligible

Before you apply, make sure your nonprofit is based in a country where Google Ad Grants are available, and that you comply with our other eligibility requirements.

Program eligibility

To be eligible for the Google Ad Grants program, organizations need to meet these requirements:

  • Hold current and valid charity status, as determined by your country.
  • Acknowledge and agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
  • Have a functioning website with substantial nonprofit content.

Eligibility for maintaining your account

Your ads must:

  • Only link to the one nonprofit website domain that was approved in the application, unless you successfully requested an exemption
  • Reflect the mission of the approved nonprofit organization and your keywords must be relevant to the nonprofit’s programs and services

Your ads must not:

  • Strictly promote commercial advertising. If you plan to promote products or services, 100% of the sales and proceeds must support your program.
  • Link to pages that are used primarily as links to other websites
  • Offer financial products (such as mortgages or credit cards) or car, boat or property donations and related keywords

You are required to actively manage the Google Ads account by:

  • Logging in once a month
  • Making at least one change to your account every 90 days
  • Your website cannot display Google AdSense ads or affiliate advertising links while participating in Google Ad Grants

Any recipients of an Ad Grants account found in violation of any of these guidelines are subject to removal from the program. Google reserves the right to grant or deny an organization’s application or participation at any time, for any reason, and to supplement or amend these eligibility guidelines at any time. Selections are made at Google’s sole discretion, and are not subject to external review.

Apply for Google For Nonprofit

Assuming you’re eligible, you’ll need to apply for a Google for Nonprofit accounts.

  • Sign-up for Google Nonprofit account here
  • Sign-up for Techsoup account here
  • Register for Techsoup Nonprofit account here

Enroll in Google Ad Grants

Choose the program that’s right for you. If you’d like to manage the details of your ad campaign yourself, choose Ads. Or, for simple, low-maintenance campaign management, choose Ads Express.

Create your account

Use the account creation guide to create your Google Ads or Google Ads Express account.

Submit your account for review

Once you’ve created your account and set up your campaign, submit your account for review.

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