The ultimate guide to Google Ad Grants for nonprofits

1. The Ultimate Guide To
THE ULTIMATE GUIDE TO
FOR NONPROFITS
How To Get $10,000
A Month, For Free!
Presented By Nettra Digital Marketing
GOOGLE
ADGRANTS

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Table Of Contents
About The Google Ad Grants Program 3
Is Your Nonprofit Eligible? 3
How To Maintain Eligibility 4
Program Detail 5
How To Apply 6
The Application Process 7
How To Set Up Your First Google Ad 8
The Importance Of Landing Pages 9
Knowing Your Quality Score 9
Determining Your ROI 10
Frequently Asked Question 11

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About The Google Ad Grant Program
Google Ad Grants is the nonprofit edition of AdWords,
Google’s online advertising tool. Google Ad Grants
empowers nonprofit organizations, through $10,000 per
month in in-kind AdWords™ advertising, to promote
their missions and initiatives on Google.com
Is your nonprofit eligible for Google Ad Grants?
To be eligible for the Google Ad Grants program,
organizations must:
- Hold current and valid charity status, as determined by your
country; please see your country’s charity status definition below.
- Acknowledge and agree to the application’s required certifications
regarding nondiscrimination and donation receipt and use.
- Have a functioning website with substantial content
Please note that the following organizations are not
eligible for Google Ad Grants:
Governmental entities and organizations
Hospitals and medical groups
Schools, childcare centres, academic institutions and universities
(philanthropic arms of educational organisations are eligible). To
learn more about Google’s programs for educational institutions,
visit Google in Education
68%
Web Searches Are
On Google

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Definition for charity status in the US
“US Organizations must have current 501(c)(3) status, as assigned
by the Internal Revenue Service, to be considered for the Google for
Nonprofits program.”
Note that it can take some time from when your organization receives your IRS
notification of this status until your EIN appears and is updated in the online
database. To be considered for the Google for Nonprofits program, your tax status
must first be updated in the online database; copies of IRS letters are not sufficient
for this requirement.
Your ads must ONLY link to the ONE nonprofit website URL that was approved in the application.
You are required to actively manage the AdWords account by logging in monthly. Should you not
log in to your account for 30 days, your account will be subject to pausing without notification.
Your ads must reflect the mission of the approved nonprofit organization and your keywords must
be relevant to the nonprofit’s programs and services.
Strictly commercial advertising is not allowed through this program. If you intend to promote
products or services, 100% of the sales and/or proceeds must support your program.
Your Google ads cannot link to pages that are primarily links to other websites.
Ads offering financial products (such as mortgages or credit cards) or those requesting car, boat or
property donations and related keywords are not allowed.
Your website cannot display Google AdSense ads or affiliate advertising links while participating in
Google Ad Grants.
Ad Grantees found in violation of any of these guidelines are subject to removal from the program.
Google reserves the right to grant or deny an organization’s application or participation at
any time, for any reason, and to supplement or amend these eligibility guidelines at any time.
Selections are made at Google’s sole discretion, and are not subject to external review.
To Maintain Eligibility In The Google Ad Grants Program

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Google Ad Grants Program Details
Google Ad Grantees receive free AdWords advertising on Google.com. Ad Grantees build and manage their
own AdWords accounts similar to paying advertisers, but participate with the following restrictions:
- A daily budget set to $329 USD, which is equivalent to about
$10,000 per month
- A maximum cost-per-click (CPC) limit of $2.00 USD
- Only run keyword-targeted campaigns
- Only appear on Google.com
- Only run text ads
Acceptable
Shop and Fight Cancer
Our Pink Ribbon Collection has
Unique Gifts for a Great Cause.
www.yourcharity.org
Keywords:
Shop for cancer
Shop for breast cancer
Cancer store
Cancer merchandise
Not Acceptable
Buy Gifts Online
Apparel, Books, Music & More
Save Time and Money Now!
www.yourcharity.org
Keywords:
Buy clothing
Online clothing store
Online shoe store
Shop mp3s
13.1
Billion Searches
Per Month On Google

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How To Apply
1. Go to http://www.google.com/nonprofits/
2. Sign in with your Google Account
OR
Click the “Join the program” button
You must have a Gmail or Google Account to apply. If
you do not have a Google Account, get one for free here
https://www.accounts.google.com/
3. Follow the steps through the application.
N�d Help Applying?
We’ll do it for you, for free!
PLUS We’ll Also Include These Services FREE Of Charge
Free Application Submission & Account Creation
Free $10,000 In Google Adwords Credit Per Month
Free Subscription To “Adwords Done Right”
Go to www.nettramarketing.com/grants

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What Happens Next?
- Your application will be either approved or denied within 30 days.
- You will be notified of your application status via the email address
on your Google Account.
- A credit of $329 will be applied to your Adwords account every day.
Any remaining credit at the end of the day will not roll over to the next day.
5
Billion Dollars Spent
On Google Adwords
Every Month
Can you s� why �ey n�d a �ite off?
Lucky f� you!

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How To Set Up Your First Ad
Create A New Ad Group
Click the “Ad Groups” tab and then the [+ Ad Group] button. Ad
Groups contain separate keywords and ads from other Ad Groups.
This let’s you target specific audiences and keep things organized.
Choose Your Keywords
Click the “Keywords” tab and then the [+ Keywords] button.
Choose keywords that you think people will use to find your type of
service or products. You can also add keyword phrases made up of
multiple words, for example “pink cancer ribbons”. Each keyword
phrase is counted as one keyword.
Write Your Ad
Click the “Ads” tab and then the [+ Ad] button. Select the “Text
Ad” option. You can only have 25 characters in your headline, so
write your message to the point. The next two description lines
give you 35 characters each, for a total of 70 characters. Then
enter the display URL and the actual URL the ad will link to.

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The Importance Of Landing Pages
Landing pages are the pages that you send people to after they click your ad. Let’s say
you have the following ad:
You will want the visitor to go to the page about your ribbons, not the home page of your
website. You will also want to make sure the page has a form to sign up, since your ad is
stating that you can get a free ribbon if you do so. Make sure that the keywords in your
ad match keywords on your landing pages, and that people will arrive at the page that
reflects what they clicked on in the ad.
This is what we call ‘website optimization’.
Knowing Your Quality Score
Google actually gives your landing pages a score. If
your ad and your landing page sync well together,
it gives it a high Quality Score. Google uses Quality
Scores to determine how often it shows your ads, as
well as it’s positioning on the results page. The more
frequent your ad shows, and the higher up on the page
it is, the more clicks you are likely to get.
Shop and Fight Cancer
See Our Pink Ribbons
Sign Up For A Free Ribbon
www.yourcharity.org

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Determining Your ROI
Once you get your ads running, you’ll want to find out
how they’re benefitting your organization. You can do
this with a product called Google Analytics. It let’s you
see how your visitors on your website act.
Visit http://www.google.com/analytics
Here are some things you can find out using Google
Analytics with your Google Adwords
- How many visitors came to your website from Google Adwords.
- Which of those visitors filled out a form, or purchased a product.
- Where the visitors are located; city, state, country.
- What pages they visited the most.
- If they played videos or downloaded any files.
- The pages that visitors left your website from.
Knowing this information will help you determine
how effective your Google Adwords campaign is. You
may need to make improvements to certain areas of
your website, or change your advertising message all
together.
It will also give you a better idea of who your potential
customers and donors are - and could change the way
you promote your organization to them offline.

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Frequently Asked Questions
How long will it take to approve my application?
Google states it can take up to 30 days for an application to be processed. The Google staff who evaluates
applications are on a volunteer basis. However, Nettra’s experience has had an average of 3-7 days process
time.
How long does it take to create Google ads?
Depending on your level of skill, and the competition of the market, it can take anywhere from a few minutes,
to a few hours. For more resources on setting up Google ads, visit http://tinyurl.com/adword-setup
Is there a guaranteed amount of traffic we can expect every month?
Google does not provide any guarantees to their grant program, except that you will receive $329 of Adwords
credit in your account every day it is active. The amount of traffic you get is determined by how competitive
your industry is. You can expect anywhere from 500-5,000 visitors per month.
How do I know if Google Adwords is helping our organization?
We recommend using Google Analytics to provide data and reports on the effectiveness of your Google
Adwords campaign.
How do we view our website statistics (Google Analytics)?
You must have a Google Analytics account, and scripts installed on your website to recognize Google Adwords
traffic on your website statistics. We can help install and set up Google Analytics for you. Just email us at
google@nettra.co
Can we use Google Adwords without a website of our own?
In short, no. Not with the Google Ad Grants program at least. If you’d like to create a separate
Adwords paid-for account, you can direct traffic to pages other than your website; like Facebook or
Google Places.

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What’s the difference between your free service and paid service?
Our free service includes the application submittal and setup. Our paid service includes full management
and refinement of your campaign on a daily basis. We also will optimize your web pages and install Google
Analytics. Organizations that use our paid service typically have a 300-400% increase in results compared to
those that manage their account themselves. We know the platform and best strategies to get the most out of
your grant money.
How much does your paid service cost?
We don’t have a set price. Pricing is based on your industry and how competitive it is. The more competitive the
keyowords are that you want to tackle, the more work it takes on our end to make sure you get noticed when
people search for them. Typically, our fees range from 3-7% of your grant budget.
With your Professional Service, are their any long term contracts?
We have a 3 month minimum service obligation. The reason behind this is it can take up to 3 months for us to
study your Adwords data and refine your campaign for optimal results. You can cancel at any time after.
With your Professional Service, what happens if I cancel?
If you cancel, you still get the Google Ad Grants credit applied to your account each day. You will
however lose any of ads and keywords we created for your campaign. You will be required to manage
it on your own. You can reactivate your professional service at any time.
For more information about our Free and Paid services, and to sign up, visit
http://nettramarketing.com/grants