How to Maximise Your Charity’s Impact with a Google Ad Grant

It’s no secret that the charity sector is one of the most challenging for marketing teams. With so many amazing causes competing for attention, it takes a lot of work, creativity and advertising know-how to stand out from the crowd. Pile on the issues of limited resources and, quite often, a lack of in-house expertise and it’s easy to see why many nonprofits struggle to raise their profile in the way they’d like to.

But what if we told you there’s a low budget way to supercharge your digital marketing efforts? One that many charities don’t even know about. One that could get your organisation seen by hundreds, thousands, (who knows, maybe even millions?) more potential supporters and service users? 

Let us introduce you to the Google Ad Grant – and why it could be an absolute gamechanger for your charity’s online profile and overall success.

What’s a Google Ad Grant and Why Should My Nonprofit Apply?

Google Ad Grants are an initiative to help nonprofits by offering a Google Ads account with a budget of free advertising credits up to $10,000 (about £7500 at the time of writing) per month. It’s designed to give good causes a much needed opportunity to significantly boost their digital marketing output by running ads that will appear in the Google search results. So, when someone hops onto their laptop or mobile and searches for the chosen keywords that define your charity and its services, your website will pop up in the results.

It’s an incredibly effective tool for reaching out to a wider audience, and can be invaluable in helping to:

• raise your charity’s online visibility and reinforce your brand identity
• drive traffic to your website where visitors will find your all-important support services and resources
• promote specific events and campaigns
• create higher levels of trust with everyone from service users and supporters to funding bodies and governance organisations

Applying for a Google Ad Grant

The application process itself is reasonably straightforward as long as you have a strong eye for detail and carefully check that you meet all the eligibility criteria, as some organisations might not meet the required UK standard. Once you’ve done that, you request a Google for Nonprofits account, wait for verification, activate and you’re good to go. All fairly easy at surface level. However, that’s pretty much the extent of the simple stuff.

When it comes to the ad campaigns themselves, things get much trickier. How transformative your ads will be does depend on how well you manage everything. We’re not trying to rain on the parade here, but with such generous advertising sums on offer, it can be difficult to make the most of the opportunity without a Google Ads expert on your side.

Professional Google Ad Grant Management 

OK, so as a digital marketing company, you’d expect us to say all that, right? Well, perhaps, but it’s also simply true. Just like any other specialist area, if you don’t have specific expertise in Google Ads Grants, you really are at a disadvantage when it comes to reaping the major rewards that these advertising credits make possible. 

A successful Google advertising campaign relies on a wide range of factors – knowing how to write ad copy that converts, how to craft effective bidding strategies, how to research and select the best keywords – not to mention the ongoing fine-tuning and monitoring needed to keep things on point.

In addition to that, the grant framework is incredibly strict and fairly complex. Many a worthy charity has fallen foul of the guidelines without even knowing they were making a mistake. It’s seriously easy to do – one minor, accidental transgression and your epic campaign could be over before you know it. Your account could be suspended, and all those amazing free ad credits will disappear, along with your ticket to a whole new audience and valuable opportunities for your charity. 

Web Adept: Friendly, Professional Support From Our Google Ad Grants Experts

If you don’t have the specific skills, time and resources to get the very best return from a Google Ads Grant, we can help. We’ve worked alongside nonprofits of various sizes, ensuring that we tick all the right boxes and create campaigns that convert – and, most importantly, don’t break the rules. 

While we know that all charities are obviously awesome by the nature of what they do, we also know that no two organisations are the same – that’s why at Web Adept we like to keep our services bespoke. Our team can guide you with whatever you need us to, or we can take care of the whole Google Ads Grant process from the start. It all depends on what works best for you. 

With us on your side, you get:

• Effortless Applications: We’ll take care of the entire application process so you can rest assured your account has been set up properly from the get-go.
• Professional Campaign Management: Our experts have every area covered, from keywords and CPC strategy to budget setting and captivating copy. 
• Rolling Optimization: We keep things on track, continually tweaking and refining your campaign to optimise performance.
• Full Compliance: We know the guidelines inside out, so you avoid all the pitfalls, bear traps and hiccups that could otherwise see your account suspended. 

If you want to see how far our help with a Google Ad Grant could take your nonprofit, take a look at the campaigns we’ve done with Prostate Cymru here.

We know from our own experience with charity clients that the initial investment you make in bringing us on board is more than worth it for the massive rewards a top notch Google Ads campaign can bring to your door.

So, if you want to capitalise on every penny a Google Ad Grant could offer your charity, get in touch with us for a chat. You can drop us a message here or give us a call at Web Adept HQ on 01437 720033 or 02921 303115. 

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