Google grants Australia – What are they?

What is a Google Grant?

A Google Grant, more formally known as the Google Ad Grants program, is an initiative by Google designed to help non-profit organizations amplify their message and attract more supporters through online advertising. The program offers eligible non-profits up to $10,000USD per month in in-kind advertising on Google Ads. This means that non-profits can use Google’s powerful advertising platform to promote their causes, reach potential donors, and increase their impact without having to worry about the usual costs associated with digital advertising.

Eligibility and Application Process

To qualify for a Google Grant, organisations must meet specific eligibility criteria. Firstly, the organisation must be a registered non-profit. It also needs to be verified as a charitable organisation in its respective country. In the Australia, this typically means organisations must be registered with one of: (i) Australian Charities and Nonprofits Commission (ACNC), (ii) hold Deductible Gift Receipt status with the Australian Taxation Office (ATO), OR (iii) be income tax exempt not-for-profit organisations as defined by the ATO. Additionally, the non-profit must agree to Google’s non-discrimination policies and terms of service.

The application process involves several steps:

1. Registering with Google Ad Grants: Non-profits must first register. This step involves providing documentation to prove the non-profit status.
2. Enrolling in Google for Nonprofits
3. Applying for Google Ad Grants: After enrolling, organizations can apply for the Google Ad Grants program. This involves submitting information about the non-profit and agreeing to the program’s policies.

Usage of Google Grants

Non-profits can use the grant to run text ads on Google search results pages. These ads appear when users search for terms related to the non-profit’s mission, services, or programs. The ads can help non-profits increase awareness, attract donations, promote events, and more.

Some types of organisations are not eligible and will not be verified:

Not a school, academic institution or university

• Visit Google for Education instead

Not a hospital or health care organisation

Not a governmental entity or organisation

How Much is the Google Grant?

The Google Ad Grants program provides non-profits with up to $10,000USD ($1300AUD) per month in in-kind advertising credit. This equates to approximately $329 per day. The grant is allocated in the form of Google Ads credits, which the non-profit can use to create and manage their online advertising campaigns.

Spending the Grant

While the $10,000 monthly cap is generous, there are specific rules and limitations on how the grant can be spent:

• Text Ads Only: The grant can only be used for text ads on Google search results pages. It cannot be used for display ads, video ads, or ads on other Google platforms.
• Keyword Bidding: The maximum cost-per-click (CPC) bid is set at $2. However, Google’s automatic bidding system, Maximize Conversions, can be used to help manage bidding effectively within this limit.
• Account Performance Requirements: To maintain eligibility, non-profits must comply with ongoing performance requirements. This includes maintaining a 5% click-through rate (CTR), having at least two active ad groups, and completing a compliance survey.

Maximizing the Grant

To make the most of the $10,000USD monthly grant, non-profits need to strategically manage their campaigns:

• Effective Keyword Research: Identifying relevant and effective keywords is crucial. Non-profits should focus on terms that potential supporters are likely to search for.
• Compelling Ad Copy: Writing compelling and engaging ad copy can increase the CTR and overall effectiveness of the ads.
• Continuous Optimization: Regularly reviewing and optimizing the ads, keywords, and landing pages helps in maintaining compliance and improving performance.

Does Google Offer other Grants?

Yes, Google offers a variety of grants and support programs aimed at different sectors, primarily focusing on non-profits, education, and social impact initiatives. The Google Ad Grants program is the most prominent example, but Google’s commitment to supporting non-profits and social causes extends beyond advertising credits.

Google for Nonprofits

Google for Nonprofits offers a suite of tools and resources designed to help non-profits leverage technology to further their missions. This includes:

• Google Workspace for Nonprofits: Free access to Google Workspace (formerly G Suite), including Gmail, Docs, Drive, and Calendar, which helps non-profits streamline their operations and improve collaboration.
• YouTube Nonprofit Program: Access to special features on YouTube, such as call-to-action overlays, a donate button, and dedicated support.
• Google Earth and Maps: Tools to create compelling data visualizations and tell stories through interactive maps and presentations.

Google Cloud for Nonprofits

Google also provides grants for cloud services through Google Cloud for Nonprofits. Eligible organizations can receive credits to use Google Cloud products and services, which can help them scale their operations, analyze data, and improve their digital presence.

Support for Education

In addition to non-profit grants, Google offers several programs and grants focused on education. This includes initiatives like Google.org’s education grants, which support innovative education programs and efforts to improve access to quality education around the world.

Are Google Grants Worth It?

Google Grants can be incredibly valuable for non-profit organizations, offering numerous benefits that extend beyond the financial value of the advertising credit.

Visibility and Reach

One of the most significant advantages of the Google Ad Grants program is the increased visibility it provides. By appearing in Google search results, non-profits can reach a larger and more targeted audience. This increased exposure can lead to more donations, greater volunteer participation, and broader awareness of the non-profit’s mission and activities.

Cost-Effective Marketing

Digital advertising can be expensive, especially for non-profits with limited budgets. Google Ad Grants offer a cost-effective solution, allowing non-profits to run extensive advertising campaigns without the usual financial burden. This can free up funds for other critical areas, such as program development or direct service delivery.

Enhanced Engagement

Effective use of Google Ads can significantly enhance engagement with the target audience. By creating tailored ad campaigns, non-profits can drive more traffic to their websites, increase event attendance, and encourage more direct interactions with their cause.

Learning and Development

Managing a Google Ad Grants account provides non-profits with valuable experience in digital marketing and advertising. This hands-on experience can be a significant learning opportunity, helping non-profit staff develop skills in areas like keyword research, ad copywriting, and campaign optimization. These skills can be applied to other marketing and fundraising efforts.

Potential Challenges

While the benefits are substantial, there are some challenges associated with the Google Ad Grants program. Meeting the performance requirements can be demanding, especially for smaller non-profits without dedicated marketing staff. The restrictions on bidding and ad types can also limit the flexibility and reach of the campaigns.

Conclusion

In conclusion, Google Grants, particularly the Google Ad Grants program, offer a remarkable opportunity for non-profits to enhance their digital presence and achieve their mission-related goals. The value of up to $10,000 per month in free advertising cannot be overstated, providing non-profits with a powerful tool to increase visibility, engage supporters, and drive impact.

Despite some challenges and restrictions, the benefits of participating in the Google Ad Grants program far outweigh the potential drawbacks. Non-profits that invest the time and effort to effectively manage their Google Ads campaigns can reap significant rewards, making Google Grants a highly worthwhile endeavor.