Google is currently providing Ad Grants to over 20,000 non-profits in 50 countries. If you’re a registered UK charity and not an Ad Grants recipient, you could be missing out on $10,000 worth of free monthly money to help you get your message out.
Does your organisation meet the following criteria?
- Registered with the Charity Commission for England and Wales (or the OSCR in Scotland) and/or registered with HM Revenue & Customs (HMRC) as tax exempt
- Registered with tt-exchange, who give eligible UK charities access to major technology companies’ donation programmes, including Google, Microsoft, Cisco, Symantec and Adobe (you can register here)
If it does, read on. If not, take a look at Flistro’s affordable Google Ads Management service)
Free money? What’s the catch?
Google Ad Grants can be a hugely powerful method of increasing awareness of your cause, recruiting volunteers or generating donations.
It enables you to advertise on search terms directly related to your charity, so you’re right there when people search for ‘volunteer opportunities York’ or ‘children’s charity near me’. And $10,000 (over £7,500) is more than most charities (and many SMEs) can dream of in a monthly marketing budget. It’s a no-brainer, right?
Not quite. Like standard Google Ads, running a Google Ad Grant campaign requires active management and optimisation to realise its potential. In fact, with Google Ad Grants, if you don’t keep on top of things, you’ll lose your eligibility entirely.
Here are a few of the requirements to keep an Ad Grant campaign going:
- A 5% average click-through-rate (CTR). Despite the average CTR for Google Ads being just 2%, Google asks its Ad Grant recipients to maintain a CTR of 5% or above in order to keep their campaigns running
- A capped spend of $2 per click, which can mean missing out on the first page of Google, rendering your Ads pretty much invisible. This in turn reduces your CTR (see above) which can prevent your Ads from running at all.
Google will only lift this cap if you use their automated bidding strategy ‘optimise for conversions’. There’s nothing wrong with this setting for established campaigns, but if your Ads aren’t bringing you leads (conversions) then Google doesn’t have any data to use to optimise for them. When you’re starting out, this is a bit of a catch-22.
- No keywords with a Quality Score of 1 or 2. Google uses ‘Quality Score’ (marked out of 10) to decide where to place your Ads. To maintain a good Quality Score, you need to know how to manage all the elements that make it up, including bidding, historical CTR, landing page experience and ad relevance.
The stringency of these stipulations (and there are more) can make it hard for charities to take advantage of that $10,000 a month, because they can’t keep their Ad Grant campaigns running. Most smaller charities have neither the people-power nor the in-house expertise to dedicate to fully managing effective Google Ads. The result? A lot of that free money isn’t being used.
That’s where we come in. Flistro has set up a subsidised management service for registered charities, which gives you the expertise of a certified Google Partner and the guarantee that you’ll meet Google’s Ad Grant criteria each month.
For an affordable price designed with the charity sector in mind, you can:
- Increase awareness of your charity by putting your message in front of exactly the right audience
- Grow your volunteer base by connecting with people who are actively seeking volunteer opportunities
- Generate donations and vital revenue
- Gain a better understanding of your audience, the language they engage with most and how they use your website
- Find out what $10,000 a month can really do for your charity