Google Grants for Non-Profit Organizations

Google’s initiative for eligible NGO’s & NPO’s to advertise their charities and organisations

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Casson Media has also begun working on Non-profit Projects with select reputable and recognised Non-profit charities and organisations, offering free AdWords management (from initial setup to full ad campaigns) in Google Grants. We bring on board our AdWords expertise to give NPO’s the best awareness & reach possible on Google – maximising their target audiences & also improving their website SEO.


What is Google Grants?

Google Ad Grants for Non-Profit Organizations is an initiative by Google that allows eligible NGO’s & NPO’s to advertise their charities and organisations (for purposes such as brand awareness, recruiting volunteers or requesting donations, etc).

They are provided with a monthly budget of $10 000 to spend on Ads. Organisations then have access to almost all the benefits of a standards Google AdWords account (including AdWords Express and Analytics) – their only limitations being a maximum keyword bid of $2 per keyword and ads only shown on the Google Search Network.

There are a few pre-requisites that organisations need to adhere to in order to get the Google Grant:

  1. They need to be eligible in one or more categories.
  2. Apply for “Google for NonProfits” and get a ‘Validation Token’
  3. Then enrol in Google Ad Grants
  4. Create your AdWords Account
  5. Submit your account for review
  6. Begin Advertising

Why Partner with Casson Media?

  • You engage directly with the expert. No inexperienced account managers.

  • Feedback & progress sessions are done live & in-person.

  • Hear it directly from the experts. No complicated reports, no wasted time.
  • Over 10 years experience in the online marketing industry.

Most budgets are determined by industry demand and competition. However, the daily budget should never be lower than the cost per acquisition (CPA). Since new campaigns have an undetermined CPA it is then suggested to have starting budget that is both competitive and affordable. After the data comes in, the daily spend should be adjusted to reach an impression share of 60-90%.

Most smart bidding strategies take approximately 14 days to perform. Google ads can learn how to get more leads according to your goals set. The ads perform better over time according to the data received. In most cases, it is a good idea to let campaigns run for a full 30 days before determining their performance.

Google Ads (previously known as AdWords) is a very powerful Google search engine marketing platform that allows you to bid for a position in Google’s paid advertising network. With Google Adwords, the client is always in control of how much needs to be spent on the ads. read more

Tools we use to get leads – you can purchase these services as once-off installations.