Your first Google Ad Grants campaing

This year at Propel, I was challenged to use Google Ads. Without being an SEO expert, I had to experiment and learn along the way. Here, I’ll share my experience and tips for using it in your social organization.

Google Ads allows you to create ads for your organization and appear at the top of internet search results. For nonprofits, Google provides a grant of $10,000 per month—yes, completely free. In this blog, I’ll explain how to apply and start using it.

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Why do we recommend Google Ads?‍

Google Ads campaigns can increase web traffic by up to 20%*. Additionally, they provide insights into user behavior to help you improve your content.

At Propel, we use Google Ads to help more social organizations discover our learning experiences. But it’s also great for other goals: driving readers to your blogs, expanding the reach of your fundraising campaigns (we know you’re interested in this!), and more.

In summary:
• You’ll rank higher in search results quickly and easily.
• You’ll boost website visits without additional investment.
• You’ll enhance your donation campaigns.

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How to Apply for Google Ad Grants‍

Applying for the grant is quick and easy. All you need is proof that your organization is registered as a nonprofit in your country. Create your Google for Nonprofits account here and activate the Google Ad Grants feature by following these steps.

Google’s response is usually fast. Be sure to check the email you provided for updates and next steps. Pay attention to details—confirming your email promptly will save you from endless customer service calls!

To keep your account active, log in at least once every 30 days and make some edits every 90 days.

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How to Create Your First Google Ads Campaign‍

Before launching a new campaign, my advice is to have a clear goal: What’s the purpose? Why are you doing this, and what do you want to achieve? Once you’ve defined this, follow these steps:

1. Create a New Campaign: Click "New Campaign" in your Google Ads account and set a clear goal, such as attracting new volunteers or potential donors for your cause.

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2. Define Your Audience: Add your target audience's location and language. You can include or exclude specific countries as needed.

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3. Choose Your Keywords: Select keywords people might use to search for your organization. Add as many relevant keywords as possible to maximize reach.

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4. Design the Campaign: Use your keywords to write compelling headlines and descriptions with a clear call-to-action.

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5. Add Ad Extensions: Provide more information and options with links to specific sections of your website, a call button, or your location.

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6. Set Your Budget: With Google Ad Grants, you don’t have to spend anything, but remember there’s a $10,000 monthly limit. Set your daily budget accordingly. If you’re unsure about the amount, check out this guide.

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7. Review, Publish, and Monitor: Double-check all details, publish your campaign, and track the performance. Use Google’s recommendations to improve your ads over time.

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Now you’re ready to create your next campaign. Apply for this opportunity and expand the reach of your social cause.

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Written by Alexandra Guerra, Website SEO Jr. Specialist.