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Google Ad Grants Guide for Australian Nonprofits

This is a Google Ad Grants Guide for Australian Nonprofits which lays out what Google Ad Grants are, how Australian Nonprofits can get a Google Ad Grant, and how they can best use it.

What Are Google Ad Grants?

Google Ad Grants are a program Google has in which it provides up to $10,000 each and every month in free ads to eligible nonprofits.  As of this writing, that is around $13,000 AUD.  That is a lot of free advertising you could take advantage of.  This can be used month after month, year after year with no expiration date.

Who Can Qualify for a Google Ad Grants?

Nonprofits, NGOs, and charities can qualify for Google Ad Grants in 67 countries.  Yes, Australia is one of these and many Australian Nonprofits are already receiving Google Ad Grants.  Most Australian nonprofits will qualify for a Google Ad Grant.  It is also important to know that it is not a competition where you compete against other nonprofits and charities.  Instead as long as your organization meets the program rules, you will be approved for the Google Ad Grant.

An Australian nonprofit will need to meet one of the following 3 requirements to qualify:

  1. It must have be approved by the Australian Taxation Organization or listed by name in tax law as an organization which can receive tax-deductible contributions.
  2. Charities registered with the Australian Charities and Not-for-profits Commission.
  3. A not-for-profit organization that is exempt from income tax as it is defined by the Australian Taxation Organization.

While most Australian nonprofits will likely fulfill one of those three requirements and thus qualify as a nonprofit, there are a few more limitations they must meet to get the Google Ads Grant.  The main limitations on who can get the grant are:

  1. The organization cannot be a school, university, or academic institution (though philanthropic arms of educational organizations are eligible)
  2. The organization cannot be a governmental entity
  3. The organization cannot be a hospital or health care organization (though charitable arms or foundations associated with healthcare organizations are eligible)

So in short as long as you are a registered nonprofit and are not a school, hospital, university, or governmental entity, you should be able to qualify.  There are a number of other assorted requirements such as that you have a website on your own domain, but these are not usually an issue.

How Can Australian Nonprofits Apply for a Google Ad Grant?

Applying for a Google Ads Grant is a complex, multistep process.  You can start the process by going to Techsoup and creating an account which Google uses to verify that you are eligible for a Google Ad Grant.

Once you have the Techsoup account set up, you can request a validation token for Google for nonprofits.

You will then create a Google for Nonprofit’s account and click “Activate Products” and click “Get Started” under Google Ad Grants.  You then can fill out and submit the application form.

You will also need to set up your Google Ads account and link it to the Google Grants application at this point.

The whole process can take a little time until you get an approval.  This was a summary of the process, but if you get stuck or if you want experts to submit the application for you, we can help.  Grant Republic specializes in helping nonprofits acquire Google Ad Grants and Manage them effectively to get the most from these ads.

How To Manage the Google Ad Grant Effectively

Once you approved for the Grant then comes the really complex work of building out your Google Ads account, add keywords to bid on, set up ad extensions, setting up conversions to track in Google Analytics, and continuing to improve the account results over time.  This part of the process is much the same for Australian nonprofits as it is for nonprofits in other countries.  Grant Republic specializes in helping nonprofits in Australia and elsewhere take advantage and get the most of the Google Ad Grants program.  We can make your ad  campaigns much more powerful and we are quite affordable.  Contact us today for more information and a free quote.

This Google Ad Grants Guide for Australian Nonprofits is designed to give you an overview of Google Ad Grants.  There is a lot more useful information on our site which go into more detail about some of these topics.  If you need additional assistance in acquiring or managing a Google Ads Grant, please reach out to us.  We are Google Partner and every member of our staff is Google certified so we are the experts in this area and are here to help.