Complements of Google: Free impressions and clicks for non-profits.

Unless you are doing SEM for non-profits, it is unlikely that you’ve heard of Google Grants, a program awarding free AdWords advertising to select charitable organizations around the globe. Yet if you are working with non-profits, it is a crime to let this opportunity pass by. Google’s generosity is quite impressive, as every Google Grants AdWords account has a daily budget set to $329 – a nice $10,000 a month! And many non-profits are already taking advantage of this offer:


So, who is eligible? In the US, the program is open for all non-profit organizations who have a current 501(c)(3) status, as assigned by the Internal Revenue Service, and serve communities in art, education, health, science & technology, and volunteerism.

Grantees are required to be actively engaged in the program and to actively manage their AdWords accounts, meaning the account contact must:

  • build your Google Grants AdWords account
  • be responsive to email requests from our team
  • log in monthly to review campaign performance and make updates as appropriate
Now, where’s the catch? There is no catch, but there are some restrictions worth knowing about:
  • The maximum cost-per-click (CPC) that a Google Grantee is able to choose is $1.00, and some keywords may not be available to you at this amount.
  • Your monthly “ad spend” will be capped at $10,000.
Note: If your account consistently reaches the $10,000 per month cap, you may be eligible to apply for a $40,000 per month cap with additional services!
So, how do you apply for a Google Grant? By filling out the application form at Please note that once the application has been submitted, it takes about 6 months to get approved. But if you ask me, it is well worth the wait.

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  • Lisa Sanner

    Wow. Who knew? This is a great program. It’s nice to know Google is giving something back.

    December 16, 2009 at 10:51 am
  • This is a great way to give back. And what’s most important is that all requirements are reasonable – no need to jump over your head to get in.

    December 16, 2009 at 10:52 am

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