Creative Digest: Maximise Your Charity’s Impact with Google Ads Grants

In the world of digital marketing, standing out can be a challenge for not-for-profits with limited budgets. But what if there was a way to elevate your charity’s mission, reach more people, and inspire action without spending a penny on advertising?

That’s exactly what Google Ads Grants offer.

Here’s the amazing part - Google’s programme gives eligible not-for-profits up to ￡7,000 a month in free advertising credits. Imagine the possibilities of leveraging this to create campaigns that amplify your message, attract donors and volunteers, and connect beneficiaries with your services.

What Makes Google Ads Grants a Game-Changer?

Think of it as the digital billboard your charity needs. With these grants, you can:

? Raise awareness: Reach audiences searching for causes like yours

? Increase support: Attract more donors, volunteers, or advocates

? Promote events: Get the word out about campaigns or fundraisers

? Drive traffic: Direct more people to your website and key resources

? Deliver impact: Connect your services to those who need them

This isn’t just about generating clicks, it’s about enhancing your charity’s reach and creating outcomes for both you and the communities you serve.

The Art of Making It Work

Accessing Google Ads Grants is straightforward, but making the most of them can be overwhelming. That’s where creativity meets expertise. From ensuring your campaigns are compliant with Google’s policies to crafting compelling ads and analysing performance, there’s a lot to get right.

This is why many not-for-profits turn to digital experts like us. We specialise in creating and managing campaigns that maximise the value of every pound. Our approach ensures your charity’s online presence is as powerful as the cause it supports.

Google Ads Grants Best Practices

1. Stay compliant: Google has strict rules for Ad Grant accounts including maintaining a 5% click-through rate (CTR) and high-quality scores.
2. Use ad extensions: These little extras (such as site links or callouts) can increase your ads’ effectiveness by providing more information.
3. Leverage free Google tools: Google Analytics 4 and Search Console are invaluable for optimising campaigns and understanding your audience.

Ally Horridge, Digital Advertising Specialist - Expert Top Tips for Google Ads Grants Success

1. Know your audience: Use Google Ads’ targeting tools to define who you want to reach. Think about the donors, volunteers, or people in need of your services and target these keywords to ensure your charity is at the top of their results page.
2. Focus on high-value pages: Drive traffic to pages that inspire action, such as donation forms, volunteer sign-ups, or event details. Leading engaged users to action-focused pages will increase the chance of high-value conversions.
3. Get creative with keywords: Choose search terms relevant to your mission but don’t overlook less competitive terms for more visibility – it’s all about balance and ensuring optimal reach.
4. Test, measure, and improve: Use A/B testing to refine your ads and track performance to learn what resonates best with your audience. The data from these tests will allow you to make data-driven decisions for ongoing optimisations.

Ally says “My best advice when it comes to a successful Google Search campaign is know your audience! Understand the services and information they will be looking for and how they would input this into a search query. Knowing this will give you the best chance for targeting the most effective keywords. Also, don’t underestimate the power of a negative keyword list – you don’t want to show up for irrelevant searches, even if they have a target keyword within them!”

Resource of the Week

Of course, it’s got to be the Google Ad Grants Help Centre! Your go-to guide for eligibility, programme rules, and tips straight from Google. Check it out here.

That’s a Wrap

Thank you for joining us for this edition of Creative Digest! We hope these tips and tricks inspire your organisation to unlock the power of Google Ads Grants. If you need help with the application process, speak to our digital experts today who are more than happy to lead the way.

We’d love to hear whether you already use Google Ads Grants and how they’ve helped your charity grow. Let us know in the comments.

If you have any further questions, please contact [email protected].