PPC for Free: Google Ad Grants for Nonprofits

Google's Ad Grants Program

Many nonprofit marketing managers make the mistake of ruling out pay-per-click (PPC) advertising simply because it starts with the word “pay.” But there is a way to take advantage of PPC advertising without the PPC price tag.

Google’s Ad Grants program is offered exclusively to nonprofits and essentially allows NGOs to advertise for free on the world’s most popular search engine. Taking advantage of Google’s Ad Grants can take a little time and energy to get started, but once you get the hang of it, the free PPC advertising can make a huge impact. To start the application process for Google Ad Grants, you need:

  • Google Ads account (formerly known as Google AdWords)
  • A Google non-profit account
  • The customer ID from your Google Ads account

Once you’re approved, you’ll have access to everything that a paid Google Ads account offers with a few limitations: you can’t exceed a $2.00 CPC bid, and you can’t use more then $10,000 per month.

All things considered, seems like a pretty good deal since you’re advertising for free.

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