Google Ad Grants for Nonprofits isn’t easy…but It’s Worth It

A common topic I’ve been discussing with nonprofit attractions lately is about how to get
more out of the Google Ad Grant for Nonprofits.

If you aren’t aware, Google provides registered 501(c)(3) nonprofits up to $10,000 per month
in free advertising for search campaigns.

This is big – it is up to $120,000 per year of free advertising from Google!

There are strict compliance guidelines to get the full $10,000-per-month grant. It’s not a
guarantee. Google wants nonprofits to put the effort into learning their ad platform.

Here are 10 things nonprofit attractions should know about the Google Ad Grant program:

1. This really is FREE advertising. You don’t have to spend a dime with Google.
2. You can run ads to sell tickets and promote events.
3. Nonprofit attractions that are maximizing the full grant are spending significant time
   managing their Google Ads campaigns. Some attractions have an in-house team
   manage campaigns. Most outsource the work to a search expert.
4. The grant is only for Google search – not display or YouTube campaigns.
5. It can be harder to ‘spend’ the full grant compared to paid campaigns. They require
   different strategies.
6. Google prioritizes showing paid ads over grant ads. Most attractions use their paid
   campaigns for high-priority messaging and their grant campaign as a supplement.
7. Consider using your grant dollars to promote things your paid dollars don’t – think
   mission, volunteer, email signups, and donations.
8. There are strict compliance rules to continue to receive the grant. It’s not ‘set it and
   forget it.’
9. Google can kick nonprofits out of the program if the campaigns aren’t being managed
   to Google’s standards. It’s a pain to get reinstated.
10. The best performing campaigns are set up to track and optimize towards conversions.
    

With time, dedication, and expertise, you can maximize the full $10,000-per-month grant and
drive results for your nonprofit attraction.

I dive deep into Google Ad Grants for Nonprofits on this episode of The Marketing
Attractions Podcast. You can listen to it anywhere you stream audio.