About the Program
Approved non-profits receive a grant for free AdWords advertising on Google.com. AdFicient will build and manage the Google AdWords account as they would for a normal advertiser, but the account will participate with the following restrictions:
- A daily budget set to $330 USD, which is equivalent to about $10,000 per month
- A maximum cost-per-click (CPC) limit of $2.00 USD
- Only run keyword-targeted campaigns
- Only appear on Google.com
- Only run text ads
- Run for as long as the organization remains actively engaged with the program
Please be aware of some important criteria regarding the program.
(AdFicient will be in charge of ensuring that all compliance guidelines are met)
- 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 program 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 will be handled by AdFicient.
Your ads must only link to the URL that is included in your application, as this is the URL that is approved on your application.
However, if your organization’s website URL changes or you develop additional URLs for your organization that direct to the main organization’s site and follow Google for Nonprofits’ guidelines, you may add these to your account at any time without written approval from Google. Please note that any URLs added to your Google AdWords account that violate the guidelines could result in cancellation of your Google AdWords account.
- Your ads must reflect the mission of your organization and your keywords must be relevant to your programs and services.
- Strictly commercial advertising is not allowed through this program. If you intend to promote products or services, 100% of the sales and/or proceeds must support your program.
- 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 organization’s mission.
Example of Mission-Based Ad:
Shop and Fight AIDS
www.yourcharity.org
Our Red Ribbon Collection has
Unique Gifts for a Great Cause.
Example of Ad Not Based on Mission:
Unique Gifts for All
www.yourcharity.org
Children’s books, T-shirts & more
Shop online. Save time and money.
Are you eligible for Google for Nonprofits?
Make sure your organization meets the following requirements:
- To be eligible for the Google for Nonprofits program, organizations must:
- Hold current 501(c)(3) status, as determined by the U.S. Internal Revenue Service; and
- Acknowledge and agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
- Please note that the following organizations are not eligible for Google for Nonprofits:
- Governmental entities and organizations;
- Hospitals and health care organizations;
- Schools, childcare centers, academic institutions, and universities (philanthropic arms of educational organizations are eligible).
- Google reserves the right to grant or deny an organization’s application or participation at any time, for any reason, and to supplement or amend these eligibility guidelines at any time. Selections are made at Google’s sole discretion, and are not subject to external review.
Definition for charity status in the US
US Organizations must have current 501(c)(3) status, as assigned by the Internal Revenue Service, to be considered for the Google for Nonprofits program.
Note that it can take some time from when your organization receives your IRS notification of this status until your EIN appears and is updated in the online database. To be considered for the Google for Nonprofits program, your tax status must first be updated in the online database; copies of IRS letters are not sufficient for this requirement.
To apply, simply contact Tyler Thomas with AdFicient.
Tyler Thomas
Tyler [at] AdFicient.com
573-783-9674