Google’s Ad Grants for UK Charities  

With a little help from Click Start Marketing

A Registered Charity?

Are you a registered charity or not for profit business wanting to build your online presence? The Google Ad Grants Program could be the perfect opportunity for you.  The program gives charities and non-profit organisations the chance to advertise on Google Ads for free. 

The program gives qualified organisations up to £8000 free advertising spend per month. 

Could this work for you? Click Start has outlined the steps needed to get started with Google Grants and run a successful campaign. 

Are you eligible? 

To be eligible for Google Grants charity ppc an organisation must:

1. Hold current and valid charity status (i.e. Registered with the Charity Commission for England and Wales; and/or Registered with HM Revenue & Customs as a charity for tax relief.)

2. Acknowledge and agree to Google’s required certifications regarding non-discrimination and donation receipt and use. 

3. Have a live website with substantial content.

4. Governmental entities and organisations, hospitals and medical groups, schools, academic institutions and universities are not eligible for Google for Nonprofits, but philanthropic arms of educational institutions are eligible. 

Eligible and wondering what to do next? 

Setting up your account and applying for Google Grant

  1. Request a Google for Nonprofits account 

a. Start by getting a validation token from TechSoup 

b. Once set up on TechSoup register your organisation with Charity Digital 

c. Get Validated with Charity Digital  

2. Once your nonprofit is verified, google will let you know by email if you have been approved within 5 days 

3. Then you can activate and use the individual products 

To be successful in the application, you need to follow Google guidelines. Including setting up bidding information and setting a final URL. That’s where we can help. We offer a range of Google Ad packages for both charitable and non charitable organisations.  

Get Organised

Getting started with your campaign can be daunting. Structuring your PPC campaigns and ad groups by type makes your outreach more effective. A great starting point is to build your Google Ads account so that mirrors your website structure. Then look at how campaigns can be further broken down. 

Image Source: Wordstream 

You might want to start with a search campaign, but if you’re primarily looking to generate calls (for example if an emergency electrician), a call-only campaign is a better choice. 

Take a look at this article from Wordstream10 Ways to Succeed with Google Call-Only Campaigns. 

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