Google Grants Programme Guidelines and Details

About | What to Expect | Eligibility | Programme Details | Apply

About the Programme

The Google Grants programme empowers over 4,000 organisations to achieve their goals by helping them promote their websites via advertising on Google. Google ads appear when users search on Google. For example, when you search for "world poverty" on Google, text ads related to world poverty appear on the right hand side. When you click one of the ads, you are brought to the website being advertised.

Organisations that receive a Google Grant are awarded an in-kind online advertising account which can be used in a variety of ways, including general outreach, fundraising activities and recruitment of volunteers. Google Grants participants have found much success with the programme. For example, the US Fund for UNICEF's e-commerce site, Shop UNICEF, experienced a 43 per cent increase in sales over the previous year, while CoachArt – supporting children with life-threatening illnesses through art and athletics programmes – has seen a 60 to 70 per cent increase in volunteers.

What to Expect

About Google's advertising programme

Google Grants will give you an advertising grant within the Google AdWords™ programme. AdWords is our online self-managed advertising programme where your organisation will manage its advertising campaign by creating and monitoring text ads that run on Google. You create ads and choose keywords, which are words or phrases that are related to your organisation. When people search on Google using one of your keywords, your ad may appear next to the search results and people can click your ad to see your website. You're advertising to an audience that's interested in your organisation because you've created a relevant ad and chosen relevant keywords to describe your efforts. You can edit your ads or keywords at any time.

The value of the advertising that your organisation receives is solely dependent upon the performance of its ads in the programme. Results will vary; the typical grantee in our programme receives just over $10,000 worth of advertising on Google.co.uk per month. However, this is dependent on many variables including the number of times that people search on the keywords that you choose and whether searchers click your organisation's ads. As a result, we cannot predict or guarantee the value of the advertising that you will receive.

If you have never run ads via an online advertising programme, you will want to educate yourself about AdWords using the information provided. Most organisations experience a learning curve in the quest to take full advantage of their advertising grant, so it's important that you have an understanding of the way that our advertising programme works. Please review detailed information about AdWords, including instructions for creating effective ads and selecting keywords.

High-Level Programme Guidelines

Please be aware of some important criteria regarding the programme. (Note that the Programme Details section of this page contains more specific information about Google Grants.)

• You must have a website and your ads must link to a page on your website.
• The keywords that you target must be relevant to your programmes and services.
• Your website cannot display revenue-generating ads, such as Google AdSense or affiliate advertising links, while participating in Google Grants.
• The ongoing, active management of your advertising campaign is your organisation's responsibility once your account is active.

Eligibility

To be eligible for the Google Grants programme, organisations must fit our eligibility criteria.

In the United Kingdom – Read our legal requirements.

Other countries/regions – We are currently accepting applications from eligible charitable organisations based in these areas.

If your country/region isn't listed and you'd like to be notified via email should Google Grants be launched in your country/region, please send us your contact information.

Beyond the legal requirements, organisations must also meet our policy guidelines in order to be considered for a Google Grant. When we consider your application to the programme, we review not only the content included in your application, but we also closely review your website, as this is where users will be taken via your Google Grants ads. Please review the policy guidelines that we consider when reviewing your application and website below.

Eligible non-profit organisations include, but are not limited to, the following focus areas:

• Animal rescue & conservation
• Arts
• Disaster & relief services
• Education
• Environment
• Health
• Science & technology
• Voluntarism & community outreach
• Youth advocacy & programmes

Ineligible non-profit organisations include, but are not limited to, the following concentrations:

• Commercial non-profits
• Credit counselling services
• Mutual membership benefits (networking, professional, alumni and other membership organisations)
• Portals and directories

Be aware that any organisation with the following components on site are not eligible for the programme: political/lobbying content; religious content which proselytises or discriminates on the basis of religion; Google AdSense; car/boat/property donation-focus; and entirely fee-based programmes.

Google reserves the right to award advertising to any organisation. Selections are made at Google's sole discretion and decisions regarding award recipients are final.

Programme Details

The Google Grants programme helps charitable organisations leverage the power of AdWords to engage and inform your constituents on Google. The policies outlined below are specific to Google Grants and are designed to help your organisation use its advertising grant most effectively. Please review these guidelines thoroughly to ensure that your organisation's use of the Google Grant adheres to our policies. Violation of our programme guidelines and policies, or any misuse of your grant, will cause your organisation's grant to be terminated.

Grantee Requirements & Responsibilities

Google AdWords is an online, advertiser-managed programme, meaning that a contact at your organisation must be responsible for your AdWords advertising account at all times. Your active participation is required, and this includes understanding and following the guidelines outlined on this page, regularly logging in to the AdWords system and ensuring that your Google ads and keywords are relevant, accurate and timely.

Grantees are required to be actively engaged in the programme and to actively manage their AdWords accounts, meaning that your account contact must:

• be responsive to email requests from our team
• log in monthly to review campaign performance and make updates as appropriate

Should you not login to your account for three consecutive months or prove unresponsive to email requests from our team, your account will be subject to automatic pausing or cancellation without notification.

Grantee AdWords Campaigns

Your ads must only link to the URL that is included in your application, as this is the URL that is approved for your Google Grant. You must submit any significant changes of content on this URL for our review before the updated site is promoted via your AdWords account.

• Other websites belonging to your organisation require our review and approval before they can be promoted through your AdWords account. Please notify us if you wish to promote additional websites through your ads.
• If your organisation's focus, website content and/or URLs change significantly for any other reason, please notify us about the change.

Important: If your website currently features Google AdSense and/or other non-Google ads that generate revenue for your organisation when visitors click the ads, please notify us today.

Your ads must reflect the mission of your organisation and your keywords must be relevant to your programmes and services.

• Strictly commercial advertising is not allowed through this programme. If you intend to promote products or services, 100% of the sales and/or proceeds must support your programmes.
• 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.
• Please review the difference between mission-based ads and ads that are not based on your mission below. When creating new ads or editing existing ads, please make sure that your ads reflect your organisation's mission.

Example of Mission-Based Ad:

Example of Ad Not Based on Mission:

Grant Duration

We require organisations to be actively engaged in their Google Grants AdWords account. As long as your organisation is actively managing the account, adhering to our programme guidelines and making the most of the award, you shall continue to remain in the Google Grants programme. There is no set end date for your grant and no need to reapply at any time.

Please note that Google does reserve the right to terminate your organisation's participation in the Google Grants programme for any reason without notice at any time. If you are removed from the Google Grants programme, your organisation will be ineligible and should not apply again.

Grants Budget Constraints

If you have ever used AdWords as a paying customer, you know that advertisers are charged a certain "cost per click" (CPC) whenever a user clicks their ad, e.g. 30 pence per click. As a result, advertisers set maximums that they want to pay per click and also an overall campaign budget to ensure that they are appropriately spending their advertising money.

As a Google Grants recipient, you will be able to participate in our advertising programme, receiving up to $10,000 per month in free advertising, without having to pay any amount to Google. However, you should be aware of a few important budget constraints on your advertising campaign:

• The maximum cost per click (CPC) that a Google Grantee is able to choose is $1.00 and some keywords may not be available to you at this amount.
• Note that your organisation will not actually be charged for each click on your ads. This cost per click (CPC) is simply the bid for your keyword in the AdWords auction.
• Your monthly "ad spend" will be capped at $10,000. If selected for the programme, you can view the ad spend of your grant by reviewing the "Cost" column on the Campaign Summary page of your account.
• Once more, please note that you will not be charged for clicks on your ads, up to $10,000 per month. The "ad spend" is simply how much your organisation would have paid if you were not receiving the Google Grant; it is essentially the value of the grant.
• Keep in mind that some organisations may have solid AdWords campaigns, but not accrue close to $10,000 per month in their account. The ad spend for each organisation will vary based on your organisation's reach/audience (local versus international), area of focus (rare diseases versus breast cancer) and other factors. We don't recommend using ad spend as a metric to evaluate your success, but instead looking at your account's relevance for users by focusing on your click-through rate (CTR).
• If your account consistently reaches the $10,000 per month cap, you may be eligible to apply for a $40,000 per month cap with additional services. Learn more about the eligibility requirements and access the application.

Once again, please note that the violation of any of our policies will lead to your grant's termination. This includes but is not limited to commercial ads, irrelevant keywords or bids above $1.00 in your AdWords account. Feel free to contact us with any questions.

How to Apply

If your organisation meets our eligibility requirements, we encourage you to apply to the UK programme. Due to the high volume of applicants to our programme, we are unable to provide feedback regarding eligibility of individual organisations beyond the information published above. To apply, simply follow the steps outlined below:

1. Review our website and the information above to see if Google Grants is appropriate for your organisation.
2. Complete the application form. You will know that your application was received when you see our "Thank you" page and receive an automated verification email.
   Your application is more likely to be successful if you have a basic understanding of Google Grants and Google AdWords. In your application, you'll be asked to provide sample keywords, ad copy and a brief statement about how your organisation will benefit from participating in the Google Grants programme. Use this section of the application to think about what your organisation would like to promote via Google Grants, whether this be events, volunteer recruitment, donations, etc.
3. Once your application has been submitted, the Google Grants committee (consisting of Google employees) is responsible for selecting award recipients. We will confirm if you are eligible and we will review your application and website carefully.
4. Once we review your application, you will be notified via email with the outcome of this review and, if selected, you will also receive your AdWords account login information and instructions for managing your advertising campaign. This email will also include educational content and other support materials to assist with your account management. Because of the high volume of interest in our programme, we are unable to respond to requests on the status of individual applications before the review is completed.

Please note: We select Google Grants recipients on an ongoing basis. You will know within four months or less whether or not you will receive a Google Grant award.

Apply today by completing our online application form.

Still have questions? Find answers at the Google Grants Help Centre, the Google Grants Blog and the Google Grants Discussion Group.