Google Grants presents an opportunity to enhance your brand visibility and reach a wider audience - with thousands of pounds worth of media spend. Here’s a straightforward guide to help you navigate Google Grants, how they work, and how to make the most of them effectively.

Google Grants offer eligible charities up to $10,000 credit per month in free advertising through Google Ads. This program is designed to help charities amplify their message and reach the right audience. While Google Ads is a paid platform, Google Grants gives you a unique edge, allowing you to gain exposure without dipping into your budget. Additionally, Google Grants can help you improve your website's visibility on Google, driving more traffic and engagement.

To be eligible for a Google Grant, your organisation must be registered as a charity with the Charity Commission in England and Wales, the Northern Ireland Charity Commission, or the Office of the Scottish Charity Regulator (OSCR). It’s also essential to be verified as a nonprofit organisation by Goodstack, Google for Nonprofits' validation partner.

Important Note: Your organisation must also have a website with substantial content related to your mission, comply with Google’s advertising policies, and refrain from promoting products or services.

So, how do you dive in? Start by applying through the Google for Nonprofits portal and ensure you meet the necessary qualifications. Once approved, you can launch your first campaign. 

When setting up your campaign, prioritise lower-funnel activities by targeting brand terms. Leveraging subtraction as a strategy can effectively enhance your AI-driven approach.

Use the Head, Hand, Heart framework

Google Grants offer a generous $10,000 monthly ad spend, but there are some limitations. The CPC (cost-per-click) is capped at $2, and your Google Grants ads cannot outrank paid ads in search results. Additionally, grant-funded ads can only be used for text ads; other formats like display ads or video ads are not eligible. This means you'll need a smart strategy to optimise your visibility.

For a successful Google Grants account, create thematic ad groups with 10 to 20 keywords each. This approach helps the Google algorithm learn and adapt effectively, improving your overall campaign performance.

To maintain compliance with Google Grants, aim for a minimum click-through rate of 5% and avoid low-quality ads for effective budget use and a positive user experience. Remove overly generic keywords, such as "free videos" or "e-books," which don't indicate user intent. For detailed compliance guidelines, visit the Google Grants Compliance page.

To get the most out of your $10,000 budget, focus on high-traffic, relevant keywords. Whilst you may uncover 200 keywords, it’s the top 20 that will drive results. Leverage Google Keyword Planner to guide comprehensive coverage across your charity’s objectives. Use your research and ensure broad coverage across all areas of your charity's activities.

Tracking conversions is vital for measuring your impact. Set up macro conversions for your main KPIs, like donations, and micro conversions for email sign-ups.

When it comes to measuring success, keep an eye on metrics like Return on Ad spend and the total grant utilised. Regular monitoring will help you make informed decisions and adjust your strategies as needed. Linking your Google Analytics account to your Google Grants account is essential for tracking performance.

Even with the best intentions, organisations can struggle to fully utilise their monthly grant. If you find your nonprofit isn’t using the full $10,000, consider using Google Keyword Planner to identify keyword gaps and expand your coverage.

Another common mistake is creating overly granular accounts. This limits the learning capabilities of the campaign. Instead, consolidate campaigns for enhanced performance and better results.

Many charities have thrived by utilising Google Grants. At Navigate, we're proud to work with positive impact visitor brands. Charities that operate visitor attractions can use Google Grant to increase their outreach by funnelling key terms through it. There are ways to utilise the spending in the best ways, but work has to be put into ensuring this happens. 

View our recent work to find out more here.

For charities eager to enhance their digital presence, Google Grants offer a golden opportunity. Don’t overlook this resource - apply today and start utilising those funds for your cause. Remember, every dollar counts, and Google Grants can help you make a substantial impact without straining your budget.

Tools like Google Keyword Planner and SEMrush can help streamline your campaign optimisation efforts.

The key takeaway? Google Grants program was designed to empower charitable organisations like yours, we help our clients use their Google Grant as part of their wider digital marketing strategy. If you want to explore Google Grants then get in touch with us today.