May 8

May 8 Google Ad Grant Website Eligibility Criteria for Nonprofits: A Comprehensive Guide

As a nonprofit leader, you understand the importance of expanding your organization's reach and impact. The Google Ad Grant can be a powerful tool to help achieve this goal, but organizations aiming to utilize the Google Ad Grant must meet specific website eligibility criteria to qualify.

💡Note: Before making significant changes, consult with your web developer and ensure a recent backup is saved.

This blog post will guide you through the essential website requirements and offer tips for creating captivating and compliant content.

1. Owned Website & Approved Domains

Your organization must own the domain that users land on when they click your ad, which means you can only use website domains approved through the Ad Grants enrollment process or the additional website domain(s) request form. For directing users to a donation page, your content can be hosted by one of the verified donation processors listed by Google.

2. Captivate with Unique, High-Quality Content

Your site must provide a robust and clear description of your organization, mission, and activities. It should have substantial content, updated events and information, clear navigation, and clear calls to action for a high-quality user experience. Your site's content must be unique to your organization, load quickly, not contain broken links, and (for newly approved domains) be secured with HTTPS.

What Is A “Promoteable” Landing Page?

You should also plan to continue to develop your site with updated content like blog posts, press releases, articles, updated pages about your work and team, etc. This is sometimes referred to as “promotable content,” which basically means content that might answer a question someone poses on a Google Search (e.g., “Who is the ED of CharityX?” “Is sunscreen bad for coral reefs?” “How does food waste impact climate?”).

3. Make Your Mission Shine

Your website should clearly and concisely describe your organization, mission, and activities. Entice visitors with substantial content, updated events, information, easy navigation, and compelling calls to action. Build trust by including your EIN or charity registration number in the footer, visible on every page. Provide the name of your nonprofit, charitable status, registration location, and EIN or equivalent registration number.

4. Spark Engagement With Clear Calls-to-Action (CTAs)

Ignite engagement by placing a prominent CTA button above the fold on your homepage. Popular CTAs include "Donate Now," "Subscribe to Our Newsletter," or "Download Our Annual Report." CTAs help track conversions and encourage visitors to interact with your organization.

5. Limit Commercial Activity & Advertising

Commercial activity must not be the main purpose of your website. Limited commercial activities are allowed but must describe how they support your mission. If your organization charges for products or services, your website must describe how funds are used, (e.g., by disclosing an annual report). Your website cannot claim promising results only after a consultation, service, or purchase. Your organization must serve the public in some way, not just those who pay for a service.

That also means advertising on your organization's website must be relevant to your mission and not obtrusive to users. Your website cannot host Google AdSense ads or affiliate advertising links. If linking to an AdSense account is required for receiving payments from the Android market, you're eligible as long as AdSense ads are not displayed on your website.

By following these recommendations, your nonprofit can create an engaging and compliant website, optimizing your chances of maximizing the Google Ad Grant program. If you’re just getting started with your Google Ad Grant, this free email series will walk you through what to expect, step-by-step.

Get More from Your Google Ad Grant with Good Dog Strategies

Feeling overwhelmed by the Google Ad Grant? Good Dog Strategies is here to help, providing the support you need to navigate the grant effectively.

We're experts in helping nonprofits like yours maximize the impact of the Google Ad Grant. We take a personalized approach, tailoring our strategies to your unique mission and goals.

THE BENEFITS OF WORKING WITH US

Campaign Creation & Management: We'll handle the technical details, from keyword research to ad creation and optimization so that you can focus on your mission.
Performance Tracking & Analysis: We'll monitor your campaigns and provide regular reports so you can see the impact of your efforts.
Ongoing Support & Guidance: Besides regularly updating and improving your ad campaigns, we’re available to answer your questions and provide expert advice to improve your ad conversion or other opportunities to achieve your goals.