Google Grants: In-kind advertising for non-profit organizations

In-kind advertising for non-profit organizations

Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts.

Learn about Google Grants

What is Google Grants?

The Google Grants program empowers non-profit organizations to achieve their goals by helping them promote their websites via advertising on Google. Google AdWords ads appear when users search on Google and when you click on one of the ads, you are brought to the website being advertised.

Your ads appear beside related search results...People click your ads...And connect to your organization

AdWords and How it Works

With Google AdWords, you only reach people interested in your organization's information and services.

When Google users search on keywords related to your organization, your ad appears next to relevant Google search results under the Sponsored Links sections. A click on your ad takes users directly to your website.

So instead of looking for an audience, you've got an audience looking for you!

[screenshot of search results page, Sponsored Links column called out]

Reach Your Target Audience

When creating keyword lists, a good question to ask yourself is: "If I were researching information or opportunities my organization offered, what would I type?"

The more specific your ad text and keywords, the increased chance you will attract users interested in learning more about your organization:

[flowchart of sample keywords and sample ads for 'cancer research' and 'cancer treatment']

Track Your Performance

From within your AdWords account, you can review the performance statistics of your ad campaigns. You will be able to view the number of times your ad was viewed (an impression), the number of clicks to your ad, etc. You can even track conversions, such as donations, newsletter signups, and volunteer registrations!

Since you have access to all of this valuable information at your fingertips, you can make strategic decisions on how to expand your account, as well as what poorly performing keywords and ad text to tweak.

[screenshot of AdWords account: Ad Group performance]

Apply Today

Google Grants is a part of the Google for Nonprofits program. Google for Nonprofits is Google's product offering for the nonprofit sector. As a qualified Google for Nonprofits organization, you will gain access to a variety of different product offerings such as Google Grants. Once you've been accepted into the program you will be able to enroll into Google Grants and start using your free advertising service for your nonprofit organization.
Learn more or start your application now.

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