Google are a giant multinational company with an impressive social conscience. Their clever Google Grants system allows not-for-profit organisations to 'win' a fully-loaded Google Grants AdWords account. This account will initially come with £75,000 worth of online advertising every year but, if the lucky charitable organisation manages their account to its full capacity, this amount can be upped to a maximum of £310,000.

What does a Google Grant actually do?

Used wisely, each Google Grants account will help to push a non-profit organisation right up to the top of Google's search results. A pole position in Google search results will increase attention, support, donations, volunteers - whatever it is your charity needs.

Intelligent bidding on relevant keywords using a Google Grants AdWords account can give charities a dramatic boost. Just to give you an idea, 'Shop UNICEF' saw a 43% rise in profits after winning and cleverly using a Google Grant.

How to win Google Grants

Sounds good right? So how do you go about winning one of these grants? It's not easy as they are pretty competitive. The level of competition means that you will have to prove that you know exactly how to use a Google AdWords account and know just how your organisation will turn their grant to its best advantage. The awarding parties behind the grants want to know that their donation is not going to be wasted so you will need to let them know:

That your organisation has official charitable status

Why your organisation deserves a grant

How having a grant in your AdWords account will benefit your organisation

Which keywords you intend to target with your account

What sort of adcopy you intend to use in your adverts
All of this information will need to be outlined in your application form. Once you have submitted your application you google ads agency expect a wait of up to 5 months before you learn of the result.

Many charitable organisations do not necessarily have the specialist PPC (Pay Per Click) or online marketing skills that will help them win and then effectively manage a grant. Many charities take on the expertise or guidance of an online marketing agency or pay per click team to help them win grants.