What is Google Grants?

Launched in 2003, Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. Google supports organizations sharing their philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy and the arts.

The program helps non-profits use AdWords to reach people who are searching Google.com for information relevant to their organization. Keyword-targeted text ads — labeled “Sponsored Links” — appear alongside or above Google search results. Clicking on an ad takes the searcher to the organization’s website.

(Visit the Google search results page for the query world poverty to see Google AdWords sponsored links.)

How does the program work?

Google Grants ads are run through AdWords, the online, self-service program used by paying Google advertisers. Participating grantees set up an account, create their ad campaigns and are responsible for its ongoing management. Active management of a Grants AdWords account means your account contact must be responsive to email requests from our team and log in to your account monthly to review campaign performance and make updates.

To help participants run successful campaigns, the Google Grants Help Center features user guides, tutorials and other resources created specifically for grantees as well as a Google Grants Help Forum for discussion about managing your Google Grant.

What is the value of a Google Grant award?

Google Grants are worth up to $10,000 a month in AdWords. Relevant control factors include 1. the maximum daily usage is $329, 2. the maximum word bid is $1. The exact value is also dependent on how many times people search on the keywords chosen and whether searchers click on the nonprofit’s ads. As a result, Google cannot predict or guarantee the total value of the advertising that you will receive.

What does the non-profit need to get started?

To qualify, a nonprofit organization must meet Google’s eligibility requirements. It’s also important that the charitable organization has a solid understanding of the way the AdWords program works. To get a quick tour of the program, click on “What is Google Grants?” before applying.