Free Google Ads for Non-Profits

What every charity needs to know about Google’s advertising grants

An Introduction to Google Ads for Non-Profit Organisations

In a fast-evolving digital age, online advertising has become a crucial tool for many businesses to reach their target audience effectively. For charities and non-profits, who invariably work on a limited budget, marketing and advertising can pose significant challenges. How can you justify diverting valuable finance to increasing public awareness of your good work and promoting your organisation, in order to raise more funds?

The good news is, that Google offers a remarkable opportunity for non-profits and charities in the UK, through its advertising grants programme. This programme, known as Google Ads for Non-Profits, provides eligible organisations with free advertising credit to promote their cause and reach a wider audience. In this article, we’re going to explore the ins and outs of Google’s advertising grants for non-profits, highlighting what every British charity needs to know to make the most of this valuable opportunity.


What are Google Ads for Non-Profits?

Google Ads for Non-Profits is a programme designed to support charitable organisations by providing them with free advertising credits on the Google Ads platform. With these credits, non-profits can create and run ads that appear on Google search results pages. The programme aims to empower non-profits and charities in raising awareness about their mission, attract new volunteers and generate donations.


How can non-profits benefit from Google Ads?

Google Ads offers a range of benefits for charities and non-profit organisations. As a Google Ads partner, some of the benefits we’ve noted for the groups and organisations we work with;

Increased Visibility: By advertising on Google, non-profits can increase their visibility hugely and reach a much broader audience. Google is hands down the most popular search engine in the UK, with billions of searches conducted daily. By using Google Ads, non-profits can bypass other methods of digital marketing – like SEO – and place their charity in front of individuals who are actively searching for related causes or information.

Targeted Advertising: Google Ads provides excellent targeting options, allowing you to tailor ads to specific demographics, locations or interests. This precision targeting makes it easy for charities to reach individuals most likely to engage with their cause, take action or donate.

Cost-effective Marketing: We can’t all be Oxfam and with limited marketing budgets, online promotional campaigns are way beyond the means of most charities in the UK. The beauty of Google Ads for Non-Profits is that is enables non-profits to engage in online marketing without financial burden. This is beyond cost-effective, it’s a no-brainer, allowing almost any non-profit organisation to maximise impact without stretching resources.

Performance Tracking: Google Ads provides detailed analytics and reporting tools that enable us to measure the performance of advertising campaigns. This data-driven approach helps charities identify exactly which ads are driving the most engagement, conversions – and donations. By analysing these insights, non-profits can refine their broader strategies and optimise their future campaigns for best results.

Google ads for charities UK

Does Your Charity of Non-Profit Qualify for Google Ads Grants

The chances are, you’re already pre-qualified for the full grant, But while Google Ads for Non-Profits presents an incredible opportunity, it’s important to understand the eligibility criteria to ensure your organisation meets the requirements and works within them.

Here are the key eligibility criteria for Google Ads Grants:

Charitable Status: To qualify for Google Ads for Non-Profits, your organisation must hold a valid charitable status. This typically means being registered as a non-profit organisation or charity in the UK.

Comply with Google’s Policies: Non-profits must adhere to Google’s policies for non-discrimination and their website and broader mission must comply with these guidelines. It’s essential to review and understand these policies to avoid any potential issues with your application.

Active Website: Your organisation must have an active website with substantial content. The website should provide relevant information about your mission, activities and how individuals can contribute or get involved.

Account Structure: Google Ads for Non-Profits requires organisations to set up their Google Ads account through the Google for Non-Profits portal. It’s important to follow the account setup process carefully and ensure all necessary information is provided.


Frequently Asked Questions (FAQs)

Can non-profits run any type of ads with Google Ads Grants?

Non-profits can run text-based ads through Google Ads Grants. However, there are some limitations on the types of ads and ad formats allowed. Non-profits cannot use image or video ads, nor can they use certain advertising features like remarketing or display network campaigns. It’s very important to familiarise yourself with the programme’s guidelines and restrictions to ensure compliance.


Is there a spending limit with Google Ads Grants?

Yes, Google Ads Grants limits your spend to the UK equivalent of $10,000 per month – around £8,00 at time of writing. As an experienced Google Ads agency, we can tell you that’s quite a considerable budget and could easily equate to an extra 20-30,000 people finding your charity online every month!


Can charities participate in other advertising programmes alongside Google Ads Grants?

Non-profits that are enrolled in Google Ads Grants cannot participate in other search engine marketing programmes that provide similar advertising credits. However, non-profits can still engage in other marketing and advertising initiatives that are not covered by the grant programme.


How can non-profits measure the effectiveness of their Google Ads campaigns?

Google Ads provides robust tracking and reporting tools that allow non-profits to measure the effectiveness of their campaigns. By analysing metrics such as impressions, clicks, conversions, and click-through rates, organisations can gain insights into the performance of their ads. These insights can help refine strategies and optimise campaigns for better results. As your advertising partner, we’ll be happy to brief your team on how to get the most from your campaign.


Can charities change their ad content or targeting options after the campaigns are live?

Yes, non-profits can make changes to their ad content and targeting options even after the campaigns are live. It’s important to monitor the performance of your campaigns regularly and make necessary adjustments to improve results.


Key Takeaways

Google’s Free Advertising Grants for Charities program offers an invaluable opportunity for charities and non-profit organisations to increase their visibility and grow their cause. By using the program effectively, you’ll reach a broader audience, attract new donors and further your philanthropic objectives. Partnering with an accredited Google-partner agency – like Cash Cow Marketing – can significantly enhance the benefits of the scheme.

With our expertise, experience and creativity, we will help your organsiation navigate the infinite and often confusing intricacies of Google Ads, maximise your campaign effectiveness and help your organisation make a meaningful impact on the world.

What are you waiting for? Learn more about the Google Ads for Non-Profits scheme here.


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