Google Grants is a unique one-of-a-kind advertising program which is designed specifically for 501(c)(3) Nonprofit organizations. The goal of this program is to utilize and transform the Google Adwords system into a powerful tool to spread advocacy, awareness, volunteer-ism and provide the ability to increase donations. Google provides approved 501(c)(3) Nonprofits with $10,000 per month in in-kind AdWords™ advertising. However, if the Nonprofit consistently spenda the $10k per month for at least three months, Google will increase your monthly allowance beyond the $10k/month.
Who is Eligible for a Google Grant?
If you are within the United States, your organization MUST have a current 501(c)(3) status, registered through the Internal Revenue Service and have an NTEE Number from GuideStar.com. If you are outside of the United States, you can view Google’s List of International Charitable Organizations.
Who is NOT Eligible?
- Organizations already participating in the Google AdSense program
- Organizations that are either religious or political in nature
- Organizations focused primarily on lobbying for political or policy change.
Google Grant Specifics
- The Maximum CPC for this program is $1.00 CPC
- Google creates the account for you and funds it directly.
- Your Google Grants account is subject to the same algorithms and policies as a regular account.
- Google Grants ads appear only appear on Google.com, alongside or above the main search results.
- Google Grants ads are not eligible for distribution in the Display or Mobile Ad Targeting Networks.
- You can use Google Analytics with this Google Grants Program.
Google Grant Application Process:
In the recent past, Google would take 3-4 months to review and approve the application for acceptance into the program. The process was once the application was approved, an email was sent to the Grantee and in that email directed the Nonprofit that their account will be online and live within roughly 2 weeks and that a Google Grant specialist would walk them through the account and spend an hour or so introducing them the Adwords. Well, that has changed and frankly it’s not a bad thing at all. In fact, Google has provided a very generous and helpful Google Grant Account Creation Guide (36 pages worth) which is filled with valuable how-do-to’s, online resources and provides a great overall understanding of the program. Moreover, I have to say the most important aspect of this document is on page 35 where it provides detailed instructions for the Nonprofit to get the account up and running.