Questions

 

The Basics

 

 

Google Grants Application

 

 

Google Grants Management

 

 


Answers

 

The Basics

 

What is Google Grants?

The Google Grants program provides charities with up to $10,000 per month in in-kind funding for pay-per-click (PPC) advertising. Charities can use PPC ads to achieve goals like increasing online fundraising from individuals, build awareness for services and programs, and educate the community on important issues. For more information, visit their website.

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What is pay-per-click (PPC) advertising?

Pay-per-click or PPC ads are the sponsored links you see along the top or side area of a search results page. PPC ads display when someone uses a search engine, like Google, and enter in keywords for what they are looking for. Advertisers generate a list of keywords related to their organization. Whenever someone searches a term on Google that matches with a keyword on that list, a sponsored link appears. Google charges these advertisers whenever their PPC ad is clicked on, hence pay-per-click.

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How can PPC ads benefit charities?

For nonprofits, PPC advertising makes it easier for potential users, volunteers and donors to find the organization. It does this primarily by increasing the number of keywords that display the website in search results from hundreds to thousands. By increasing exposure, there are more opportunities for people to contribute. A case study of Direct Relief International showed that after employing PPC ads, traffic grew from 9,000 to 200,000 visitors in two months. Donations grew from a yearly total of $56,000 in 2001 to a monthly total of $59,000 in December 2003. You can read more testimonials about Google Grants.

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How much money does Google Grants give?

Google Grants provides up to $10,000 per month in in-kind PPC ads. How much you actually recieve depends on the performance of your PPC campaign and how many clicks you can generate. Typically, grantees use $300 per month in advertising. However, with our expertise in PPC ads, having us manage your campaign can maximize the value of your grant. In fact, if you are able to reach the $10,000 per month cap consistently, you may be eligible to recieve up to $40,000 per month, and we want to help you get there.

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Google Grants Application

 

What are the criteria for Google Grants?

Your charity must:

  • Be based in an eligible country/region (Canada being one of them)
  • Be a registered charitable organization exempt from income tax
  • Have a website
  • Not be a government entity or organization, hospital or health care organization, or schools, childcare centers, academic institutions, and universities.

The criteria includes, but is not limited to the above. For additional information, please visit Google Grants, or contact us.

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What must I be able to demonstrate to Google Grants in my application?

You must be able to demonstrate to Google the following four items in your application:

  • The nature and activities of your charity
  • How Google Grants will benefit your charity
  • What your charity’s target audience is
  • The technical capability to manage a Google AdWords PPC advertising campaign.


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How long is the application and approval process for the Google Grants program?

The time can vary depending on how busy the Google Grants office is. However, in our experience it ranges from two to six weeks.

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What if I do not get approval for a Google Grant?

Unfortunately, in most cases you cannot reapply for the Grant program if you are denied. That’s why it’s beneficial to have us first assess whether you would be eligible for the program, and then guide you through the application process to ensure it’s competitive. Visit our grant application service page for more information.

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Google Grants Management

 

How can I best manage the grant funds so that Google continues my grant?

Active management is critical in maintaining your status as a Google Grantee. This means updating bid prices, making changes to keywords and experimenting with effective ad text. Without active management, your grant may be terminated.

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Can I manage the grant myself?

Outsourcing PPC management to ConnectAd can be a low cost alternative for your nonprofit organization. While managing a PPC campaign may not be a 40-hour/week job, a dedicated individual is needed to fill the function. This may require your charity to bring on additional staff, increasing costs drastically, or add on significant responsibilities to an existing employee, overwhelming them. The individual must also either be trained in PPC management or learn it themselves. By teaming up with us, your organization will benefit from the learning ConnectAd’s PPC ad managers gain from doing it daily, from researching industry best practices, and from constantly innovating. Visit our grant management service page for more information.

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