Wondering if there's a way to increase your charity's profile without breaking your stretched marketing budget? We also freed up our IT team's valuable time and budget to invest in other areas since we no longer need a separate email security solution. Start small with a familiar destination, research thoroughly, and book safe, social accommodation. Attract donors, raise awareness for your organization, and recruit volunteers with in-kind advertising on Google Search. Learn how to apply, stay compliant, and make the most of this valuable nonprofit advertising resource. To qualify, organisations must be registered charities, have a high-quality website, and follow Google’s Ad Grants policy compliance guide.
Add location-based negative keywords like "London," "Somerset," "Scotland," and "USA" to filter out geographic mismatches. Start by checking your Search Queries report in Google Ads to spot problematic search terms. With your limited budget, preventing irrelevant clicks is just as important as attracting good ones. Instead of competing with national organizations for broad terms, you can dominate local searches where your services actually matter. By targeting these specific phrases, you're reaching people who are further along their journey to becoming supporters. These longer, more specific phrases help you connect with people who know exactly what they're looking for.
Without it is almost impossible to effectively optimise your charity PPC account. The is where the search term report is helpful for inspiration on negative keywords. A negative keyword is a word or phrase that allows you to block with searches will trigger your ads. Brand campaigns can have a massive CTR compared to other more standard campaigns. The search term shows the actual searches your ads appeared for.
The application process is notoriously challenging, with many organisations facing rejection or delays. Consider assigning this responsibility to a specific team member or volunteer who can dedicate a few hours monthly to monitoring performance and making necessary adjustments. Set a monthly calendar reminder to avoid this costly oversight. Securing your Google Ad Grants is just the beginning – maintaining compliance is what keeps your £95,000 annual budget flowing. If someone searches for "donate to animal shelter" and clicks your ad, they should land on a donation page – not your general homepage.
The Access team are brilliant at structuring campaigns, refreshing ads, and advising on changes in the landscape. Even if you already have an approved grant, effective campaign management requires ongoing specialist attention. Even with comprehensive guides available, the process requires technical knowledge, attention to detail, and understanding of Google's specific requirements that can take months to master.
When creating a text ad in your PPC campaign, you can select broad match, modified broad match, phrase match, or exact match for your keyword match type. Events – Local, national or even global events deserve a campaign that promotes them. A good starting point is to build your Google Ads account so that mirrors your website structure. Here at Granite 5, we have helped lots of charities obtain Ad Grants and manage them on their behalf. If you have set up the Google Grants Ads correctly, you’ll receive an email telling you that your account is now active.
Low impression numbers might mean your keywords are too competitive, your bids are too low, or your ads aren't relevant enough for Google to show them regularly. Maybe you call it "community outreach" but people search for "local help" – your search terms report reveals these insights so you can speak your supporters' language. The language people use when searching might be different from how you describe your work. Regularly updating your negative keyword list prevents budget waste and helps you maintain focus on supporters who can genuinely engage with your charity.
Your search terms report is like a window into your supporters' minds – it shows you exactly what people were thinking when they found your ads. Balance specific long-tail keywords with some broader terms to capture people at different stages of their search journey. Long-tail keywords are your secret weapon for attracting the right people at the right time. After creating your account and optimising your campaign, it’s time to submit your account to Google for review.
The Google Ads account configuration (the tricky part). Including the ‘validation token’ from to TechSoup (which you signed up to a minute ago) sagaspins casino registration and your charity ID. This could be the account that you already use for Google Analytics or YouTube.
This means competition for attention is higher, so using AI tools in your Ad Grants account is more important than ever. Google now shows AI-generated answers at the top of the page, which can push ads further down. You can use it to secure donations, raise awareness and recruit volunteers.
Navigate to ads.google.com and sign in with the email you used to sign up for Google for Nonprofits. You do not pay for Ad Grants campaigns. Location targeting allows you to show ads to people in a specified area. Your accounts will not compete with one another because Ad Grants ads are in a separate auction after paid ads. Yes, standard accounts are a great way to extend your impact and access additional features such as remarketing, image ads, and video ads. These text-based ads are displayed on Google.com search results pages.
This means you can tailor your use of Ad Grants to reach whatever matters most to you, be that awareness, donations or sign-ups. With Google dominating the search engine market share, averaging 86-96% worldwide1, implementing Google Ads can lead to increased website traffic to your key webpages. Charities are given a free marketing budget to attract new audiences and drive them to their websites.
