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Adwords & PPC

5 Things you Need to Know Before Applying for the Google Ad Grant

Thinking about applying for the Google Ad Grant?

For many organisations, online advertising can sometimes prove to be confusing and hard to manage if you don’t have a background in Digital Marketing. At PN Digital, we love helping organisations succeed, especially those who operate to make a positive impact in society, and have partnered with Connecting Up to offer a discounted Google Ad Grant management service.

The Google Ad Grant is a $10,000USD grant that Google awards to eligible NFPs to put towards their digital ad campaigns. PN Digital’s management service helps organisations who have already successfully applied for the grant but who do not have the internal resources to manage the ad campaigns themselves.

Applying Google Ad Grant


If you have already successfully applied for the grant and want help managing it then we invite you to get in touch to discuss how we can help. If you are thinking about applying for the grant and want to know more then read our top 5 things to know before applying:

1.    How does Google Ads work?

For those who are unfamiliar with how Google Ads work, here’s a short overview. Google Ads, previously known as Google AdWords, is Google’s advertising system where advertisers (aka your organisation) bid on certain keywords for their clickable ads to appear in a Google search. When a user clicks on your ad, it will direct them to your website and voila! you have a new site visitor.

When a user clicks on your ad, advertisers pay a fee to Google (which is covered by the grant) which varies depending on keywords used as well as what other advertisers are willing to pay in the keyword auction. Organisations who successfully apply for the grant will have a budget of up to $10,000USD each month to spend on Google Ads, to help them drive traffic to their website and/or campaign landing page.

2.    How can PN Digital help?

As Google Ad Grand specialists, PN Digital will help you manage your Ad Grant account. There are certain criteria that must be met to retain your grant, including quality scores, click through rates and conversions. If you aren’t meeting these baseline requirements, you will forfeit your grant.

Managing an ad spend of $10,000USD each month is a time consuming task that requires specialist knowledge. Our in-house Google Ads specialist has over 6 years of experience and can help you maximise the value that you are getting from your grant.

As Google Ad Grant managers, our job is to create an effective campaign for your business that will drive focused, highly convertible traffic. We also set up measurement techniques so that we can show you the value you’re getting out of your grant.

3.    How do I know if my organisation is eligible?

Not everyone is eligible for Google’s Ad Grants, as there are a few requirements your business needs to fill in order to apply for a grant. Firstly, your non- profit must hold a valid charity status, which you can learn more about here if you’re an Australian charity.  Your organisation must also have a high quality website, and your organisation must agree to Google’s required certifications regarding non-discrimination and donation receipt and use.

Finally, philanthropic arms of educational institutions are eligible, but unfortunately Government entities, hospitals, schools and universities will not be accepted.

4.    What can I spend my grant on?

All Google Ad Grant recipients have a list of requirements they need to adhere to, to make sure that Google remains a valuable, user-friendly platform. Part of our job at PN digital is to manage the compliance regulations so that you can continue to make the most of your grant.

Click here to view a more detailed overview of the Google Grant restrictions, however, listed below are the most pressing and important restrictions:

  • You must not target single words (excluding the name of your brand or organisation) or overly generic keywords
  • You must use at least 2 ad groups per campaign
  • You must use at least 2 site links
  • You must maintain a click through rate of 5% for the entire account
  • Your organisation can only target keywords with a quality score of 3/10
  • Your organisation can only target relevant geographic areas

PN Digital’s Ad Grant management service will help you make sense of these restrictions and ensure that you are meeting your obligations to retain the grant.

5.    How do I start the application process?

Let’s get started!

For more detailed information about the eligibility requirements, you can browse Google’s Ad Grant Help Centre.

If you’re ready to start the application process then head to the Google Ad Grants website here and click the big green ‘Sign Up’ button.

And if you have successfully applied for the grant and now need help setting up your campaigns and managing your monthly ad spend then get in touch with PN Digital.

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