With the addition of Feathr's Google Ad Grant integration, a powerful campaign type has become available for Feathr customers who are eligible for the grant. This article will serve as a hub of information and context that will help guide you through understanding, applying for, and optimizing campaigns from the Google Ad Grant.
Because Feathr has no control over Google's policies, programs, or links, keep in mind that information contained here is subject to change without Feathr's knowledge.
What is the Google Ad Grant?
Google offers a grant of up $10,000/month in ad budget for eligible 501(c)(3) organizations. Organizations that are eligible and apply can spend this budget on ads for their organization, run through Google Ads, or in the case of Feathr users who wish to integrate accounts, through Feathr's Google Ad Grant campaigns.
Read about Google Ad Grants on the Google for Nonprofits site.
Is My Organization Eligible?
Information directly from Google:
To qualify for Google Ad Grants, your organization must be an , have a high-quality website that meets our , and be able to meet the program .
View full eligibility requirements here.
How do I Apply for a Google Ad Grant?
Organizations that wish to apply must first sign up for Google for Nonprofits.
Learn about Google for Nonprofits here.
The application process begins by connecting your Google account with the Google for Nonprofits program. Be sure that the Google account you choose as the Google for Nonprofits account admin is an account that can be permanently kept as the admin.
You can start the application process here.
My Organization was Approved for a Google Ad Grant, Now What?
According to the Google Ad Grant Activation Guide, the application review process can take up to 5 days. The admin will receive an email notification when Google approves the grant. That email will also contain a link to your organization's Google Ads account. Do not create a separate Google Ads account for your grant. Once your grant is approved, you can log in to the Google Ads account and begin managing your grant.
Next: Integrate your Feathr Account
Before you begin any campaigns, integrate your Feathr and Google Ads accounts. Here are step by step instructions.
By integrating the two accounts, you can run Google Ad Grant campaigns within the Feathr platform, enabling you to combine your Google campaigns and your Feathr Ads and Email Campaigns into collected Projects and Flights, as well as combined reporting.
Using all these tools in Feathr will allow you to run sophisticated, multi-channel marketing campaigns—augmenting the success of your Google Ad campaigns, earning your website more traffic, and giving you an integrated view of all marketing efforts at once in your Feathr reports.
After Integrating your Account
When you have received confirmation from Google that your Google and Feathr accounts are integrated, you will be able to publish Google Ad Grant Smart Campaigns directly from your Feathr account, using the Feathr Campaign Wizard.
For detailed instructions on building and publishing a Google Ad Grant campaign in Feathr, refer to this Help Desk article.
Optimizing your Campaigns
Here are a few tips and suggestions to help your Google Ad Grant campaigns succeed:
- Look closely at, and improve if necessary, the language on any of your webpages to which you intend your Google campaign to link. Google Ad Grant is strict about the quality and specificity of language on your website, as well as requiring no broken links and up-to-date HTTPS security. Familiarize yourself with the Google Ad Grant website policies before publishing a campaign.
- Check your website's health score using this free tool prior to launching a campaign. The higher your score, the greater your chance of success with a Google Ad Grant campaign.
- When selecting Keywords, make them as specific to your organization as possible. Google prioritizes placing your ad within search results when the match is more specific.
- Specific vs. non-specific example: Columbus Ohio Food Banks vs. Ohio Charities
Frequently Asked Questions
We at Feathr have found the following resource straight from Google helpful: