Many nonprofit organizations struggle to attract attention to their cause because of a limited marketing budget. There is help available for nonprofit marketing through Google Ad Grants, although many organizations are not aware of this program.
The following excepts are directly from the Google Grant page:
What is Google Ad Grants?
Google Ad Grants is the nonprofit edition of AdWords, Google's online advertising tool. Google Ad Grants empowers nonprofit organizations, through $10,000 per month in in-kind AdWords™ advertising, to promote their missions and initiatives on Google search result pages.
Google Ad Grants Program Details
Google Ad Grantees receive free AdWords advertising on Google search result pages. Ad Grantees build and manage their own AdWords accounts similar to paying advertisers, but participate with the following restrictions:
• A daily budget set to $329 USD, which is equivalent to about $10,000 per month
• A maximum cost-per-click (CPC) limit of $2.00 USD
• Only run keyword-targeted campaigns
• Only appear on Google search result pages
• Only run text ads
To maintain eligibility in the Google Ad Grants program:
• Your ads must ONLY link to the ONE nonprofit website URL that was approved in the application.
• You are required to actively manage the AdWords account by logging in monthly. Should you not log in to your account for 30 days, your account will be subject to pausing without notification.
• Your ads must reflect the mission of the approved nonprofit organization and your keywords must be relevant to the nonprofit’s programs and services.
• Strictly commercial advertising is not allowed through this program. If you intend to promote products or services, 100% of the sales and/or proceeds must support your program.
• Your Google ads cannot link to pages that are primarily links to other websites.
• Ads offering financial products (such as mortgages or credit cards) or those requesting car, boat or property donations and related keywords are not allowed.
• Your website cannot display Google AdSense ads or affiliate advertising links while participating in Google Ad Grants.
The Google for nonprofits grant can be utilized to drive large amounts of traffic to a nonprofit website on a daily basis. The $10,000 monthly budget is a very healthy one, and with a well thought out paid search marketing strategy it can really help to provide exposure and awareness for the organization.
It is a very generous offering from Google, and one that every qualified nonprofit organization should look into and take advantage of.