Google Grants: In-kind advertising for non-profit organisations

In-kind advertising for non-profit organisations

Google Grants is a unique in-kind donation programme that awards free AdWords advertising to selected charitable organisations. We support organisations that share our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy and the arts.

Learn about Google Grants

What is Google Grants?

The Google Grants programme empowers non-profit organisations to achieve their goals by helping them promote their websites via advertising on Google. Google AdWords ads appear when users search on Google. When you click one of the ads, you are brought to the website being advertised.

AdWords and How it Works

With Google AdWords, you only reach people who are interested in your organisation's information and services.

When Google users search on keywords that are related to your organisation, your ad appears next to relevant Google search results under the Sponsored Links sections. A click on your ad takes users directly to your website.

So instead of looking for an audience, you've got an audience looking for you!

Reach Your Target Audience

When creating keyword lists, a good question to ask yourself is: “If I were researching information or opportunities offered by my organisation, what would I type?”

The more specific your ad text and keywords, the greater the chance that you will attract users who are interested in learning more about your organisation:

cancer research		cancer research cancer research foundation cancer research centre breast cancer research support cancer research		Cancer Research Specialising in Teen Treatment Volunteer Opportunities Available! CancerTreatment.org
cancer treatment		cancer treatment centre cancer treatment cancer treatment options		Cancer Treatment Centre Treatment and Research Facility Support the Fight for a Cure! CancerTreatment.org

Track Your Performance

From within your AdWords account, you can review the performance statistics of your ad campaigns. You will be able to view the number of times that your ad was viewed (an impression), the number of clicks on your ad, etc. You can even track conversions, such as donations, newsletter sign-ups and volunteer registrations!

Since you have access to all of this valuable information at your fingertips, you can make strategic decisions on how to expand your account, as well as which poorly performing keywords and ad text to tweak.

Grantee Resources