Eligibility for the Google Ad Grant program entails meeting specific requirements outlined by Google. Let's highlight the key points:

What Are the Google Grant Eligibility Requirements for Nonprofits?

To apply for a Google Ad Grant, a nonprofit must initially fulfill the program's universal standards, which encompass:

  • Charity Status: Nonprofits, particularly those based in the U.S., must possess current 501(c)(3) status, indicating recognition by the IRS as an official charitable organization with tax-exempt status. Google mandates verification of organizations by Percent.

  • Agreement to Required Certifications: Applicants must acknowledge and adhere to the requisite certifications outlined by Google. This involves agreeing to the procedures for receiving and utilizing donations acquired through the grant, as well as complying with the terms of service for both Google for Nonprofits and Google Ads.

  • Functional Website: Nonprofits must maintain a functional website that offers valuable content concerning their mission and activities. Any information promoted through Google Ad Grants must reside on the organization's website. As part of the standard eligibility assessment, Google mandates domain ownership, unique website content, and a comprehensive description of the organization's mission and endeavors.

  • SSL Certificate: Possession of an SSL certificate is imperative. SSL, or Secure Sockets Layer, serves as a security protocol between web servers and browsers, denoted by a lock icon in the navigation bar of Google Chrome. Absence of this icon or the presence of "not secure" next to the website's URL indicates a lack of SSL installation or another issue.

While meeting these requirements ensures eligibility for the Google Ad Grant, organizations with a strong digital foundation may streamline the process by consulting Google Ad Grant managers for eligibility verification.

Which Organizations Are Not Eligible for Google Ad Grants?

While the program caters to numerous nonprofits, certain exceptions exist. Organizations ineligible for Google Ad Grants comprise:

  • Governmental Entities and Organizations

  • Hospitals and Healthcare Organizations

  • Schools, Academic Institutions, and Universities—excluding the fundraising arms of educational organizations, which are eligible.

Maintaining Your Nonprofit’s Google Ad Grants Eligibility

Maintaining eligibility for the Google Ad Grants program requires ongoing attention and adherence to its evolving requirements. While regularly consulting the official compliance page is crucial for staying informed about policy updates, here are key requirements to prioritize while developing your campaigns:

  • Keyword Usage:

    • Avoid single-word keywords unless explicitly approved. Opt for more specific terms that align with user intent.

  • Keyword Quality:

    • Ensure your chosen keywords have a quality score higher than 1 or 2, assessed based on expected clickthrough rate, ad relevance, and landing page experience.

  • Click-Through Rate (CTR):

    • Maintain a minimum CTR of 5% each month. CTR is calculated by dividing the number of clicks your ad receives by the number of impressions it garners.

  • Conversion Tracking:

    • Implement valid conversion tracking through Google Analytics and Google Tag Manager to measure campaign effectiveness accurately.

  • Ad Group Requirements:

    • Include at least one responsive search ad per ad group, along with a minimum of two sitelink ad extensions directing users to additional pages on your website.

  • Annual Program Survey:

    • Respond to the annual program survey sent to the login email addresses associated with each Ad Grants account, ensuring ongoing program engagement.

It's essential to frequently check the Google Ad Grants compliance page to remain current, as program rules may undergo periodic changes. Failure to comply with these policies can result in the suspension of your entire account. Common reasons for account suspension include:

  • Loss of your organization's 501(c)(3) status

  • Failure to meet eligibility criteria

  • Abuse of the ad network

  • Failure to re-verify your account

  • Repeated violations of program terms and policies

  • Misrepresentation of your organization

These limitations not only safeguard your nonprofit's eligibility for the grant but also ensure optimal utilization of the allocated funds. For further guidance, consider leveraging the expertise of a dedicated Google Ad Grants management team familiar with the program's intricacies.