You want your charity to be successful and to attract money to a worthy cause.
But how do you ensure that every advertisement and website you create for your non-profit is seen? The answer is simple; by signing up for Google ads. Google ads run a subsection for charities that entitles your website to up to $10,000 per month of paid adverts. Very useful if you are a brand-new charity!
However, the fine print around this kind of agreement between Google and a non-profit can be a bit tricky to decipher, so here, common queries about using Google charity ads are answered. Enjoy!
Are Google Charity Adverts Pay Per Click?
Google offers a program called Google Ad Grants, which provides non-profit organizations with in-kind advertising through Google Ads. This program allows non-profits to run pay-per-click (PPC) ads on Google search results pages, with the cost of the clicks being covered by Google. So, in this case, the charity would not be paying for the clicks on their ads, but they would be responsible for managing the ad campaigns and ensuring that they are effective and are not breaking the terms and conditions of Google.
If you want to learn a bit more about how the pay-per-click system works, visit https://webpresence.digital/uk-blog/google-charity-ad-grants-guide/ for more information.
Does My Charity Have to Design the Advertisement?
In a word, yes.
Google does not design ads for non-profits participating in the Google Ad Grants program. Non-profits are responsible for creating their own ad campaigns and writing the ad copy for their ads. However, Google does provide guidelines and best practices for creating effective ad campaigns, and there are many resources available online that can help non-profits create and optimize their ads. Additionally, non-profits can use tools like Google Ads Editor to manage and make changes to their ad campaigns.
What Are the Guidelines for Google Charity Ads?
When it comes to signing your charity up for Google charity adverts, there are quite a few guidelines that have to be met.
The non-profit must be registered as a 501(c)(3) organization and provide proof of this status to Google. Your charity must agree to the Google Ad Grants program terms and conditions. The ad campaigns must meet Google’s landing page, and site quality guidelines and must comply with Google’s advertising policies.
The non-profit must spend the entire monthly budget on PPC advertising. The charity must have an active website that provides information about the organization and its programs and must have a clear call-to-action on its website and ads, such as “Donate now” or “Learn more.” As well as this, the non-profit must provide regular performance reports to Google.
Can an Advert Shown Through Google Charity Ads Show Potentially Upsetting Footage?
Adverts shown through the Google Ad Grants program are subject to the same policies as any other ads shown on Google, which means that they cannot contain any content that is inappropriate, offensive, or disturbing. This includes any footage that might be considered potentially upsetting or disturbing to viewers. Non-profits should be mindful of this when creating their ad campaigns and ensure that their ads are appropriate for all audiences.
It’s also worth noting that Google has the right to review and approve all ads that are shown through the Google Ad Grants program and may reject any ads that do not comply with their policies.
So, in short, it is always best to work with Google to ensure that any ad campaign is effective, with the right level of emotion, but not so much that it causes offense.