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What are the conditions for Google Grants?

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To take advantage of the valuable opportunity that Google Grants offer, nonprofits must meet specific eligibility requirements set by Google. Understanding these conditions is essential for maintaining access to grant benefits. Below, we outline the key requirements that your organisation needs to fulfil to qualify for Google Grants.

 

Eligibility Criteria

1. Nonprofit Status:

To qualify for Google Grants, your organisation must hold valid nonprofit status in your country. In the UK, this means being a registered charity or a nonprofit organisation with charitable aims.

2. Adherence to Google’s Policies:

Nonprofits must comply with Google Ads policies and the Google Grants programme policies. This includes guidelines on ad content, targeting, and maintaining a high-quality user experience.

3. Website Requirements:

Your organisation must have a fully functioning website that provides clear information about your mission, services, and how users can get involved. The site should also be designed to facilitate user engagement and conversion.

4. Account Setup:

Nonprofits must create a Google Ads account and ensure it is set up correctly. This includes having at least two active ad groups per campaign and using relevant keywords related to your mission.

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Ongoing Compliance

1. Ad Quality Standards:

Google requires that your ads maintain a click-through rate (CTR) of at least 5%. This ensures that your ads are relevant and engaging to users.

2. Regular Account Maintenance:

Organisations must regularly monitor and optimise their Google Ads accounts. This includes updating ad copy, refining keyword strategies, and ensuring compliance with Google’s policies.

3. Utilisation of Grant Funds:

Google Grants provide up to $10,000 per month in free advertising. Nonprofits must utilise these funds effectively, focusing on campaigns that align with their mission and objectives.

 

Common Reasons for Disqualification

1. Non-Compliance with Policies:
Failure to adhere to Google’s advertising policies or the programme’s guidelines can result in the suspension of your grant.

2. Low Ad Performance:
Ads that consistently fail to meet Google’s performance standards may lead to disqualification. It’s essential to regularly review and optimise your campaigns.

3. Inactivity:
Accounts that are inactive for an extended period can be at risk of disqualification. Regularly engaging with your Google Ads account is crucial for maintaining eligibility.

Conclusion

Understanding the conditions for Google Grants is essential for any nonprofit looking to leverage this valuable resource. By meeting the eligibility criteria and maintaining compliance, organisations can effectively promote their mission and drive meaningful results. If you’re ready to explore the opportunities that Google Grants can provide, consider reviewing your eligibility today.

We’ve been supporting Muslim charities with their digital marketing needs for almost 12 years. We’ve been managing their Google Grant for about the same time, so have more than a little understanding about how best to leverage this to make it work for them. It does take time and effort – which charities don’t always have – to get it right and stay on top of it. Get in touch to see how we can help you.

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    Frequently asked questions

    • To qualify for Google Grants, your nonprofit must hold valid nonprofit status in your country, such as being a registered charity in the UK. Additionally, your organisation must comply with Google Ads policies and programme-specific guidelines, have a fully functioning website, and set up your Google Ads account according to Google’s requirements. For a deeper dive into eligibility and how to apply, refer to our blog here.

    • Maintaining compliance with Google Grants involves regularly monitoring your account, ensuring your ads meet the minimum click-through rate (CTR) of 5%, and continuously refining your keyword and ad strategies. Failure to adhere to these guidelines can result in the suspension of your grant. For more tips on staying compliant and maximising your grant, explore our blog here.

    • Nonprofits can lose their Google Grants eligibility due to non-compliance with Google’s advertising policies, consistently low ad performance, or account inactivity. Regular account maintenance and adherence to guidelines are essential to keep your grant active. Learn more about avoiding common pitfalls, here. 

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