Since SALZ focuses on NGOs and NPOs in its portfolio as well, SALZ also successfully implements campaigns for its customers with the Google Ad Grants program. To the portfolio of NGOs and NPOs.
Google Ad Grants is a fund-raising program that enables nonprofit organizations in over 50 countries to place free ads on the Google search engine. Participating non-profits are entitled to search ads worth up to $300 per day.
Requirements for participating
In Germany, Google works closely with stifter-helfen.de to check the non-profit status. In most cases, you only need to submit the certificate of exemption.
The second requirement is a corporate website that contains relevant content about the non-profit organization and / or the project. In addition, the landing page must be free of linked advertising (for example AdSense).
The certifications requested by Google with regard to receiving and using donations, as well as the principle of non-discrimination, must be confirmed.
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5% click-through-rate
There have been some changes to Google Ad Grants program policies since 2018. Various innovations have been introduced to prevent misuse of the program. Campaign ads may not drop below a CTR of 5%, otherwise the Ad Grants account will be disabled. But that shouldn't be a cause for concern, because
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Budget
The daily budget available to Ad Grant users is $329, about $10,000 per month. However, the maximum cost-per-click (CPC) of $2.00 often prohibits you from making full use of this budget. Depending on the company and campaign it may also be worthwhile to activate the smart bidding strategy to maximize conversions. With this bid strategy, as many conversions as possible are achieved within the budget and the $2.00 limit is omitted.
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Ad design
Unfortunately, the Ad Grants program only allows a reduced version of the capabilities that Google Adwords offers to regular customers.
The main differences:
Companies that also wish to place image and video ads are welcome to do so in addition to their Ad Grants account, though these are subject to a charge. In many cases, however, you can draw conclusions from the results of ad grants ads in the search network and transfer them to other formats and the SEO strategy.
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