Frequently Asked Questions

Although the Google Ad Grant is an amazing tool for many nonprofits, there are a few limitations compared to a paid account that can be found HERE. Thankfully, we consistently find that Ad Grant accounts are often incredibly successful despite having fewer capabilities compared to a paid account.

Website analysis is included with Plans, but actual website enhancement is an additional fee. For more information on our website enhancement and support, visit www.GiveBackWebsites.com.

Yes. Our team is fully equipped to apply for or help reactivate your old accounts. This process will likely take a bit longer than a typical account setup. If for some reason your account is unable to be approved or reactivated, we will refund your investment.

Yes. Your Google Ad Grant account will function separately from your paid Google Ads account. You are always welcome to continue paying for a Google Ad account, but until you use all $10,000 from the grant, or unless you need capabilities beyond the ad grant restrictions, there is no need to pay for ads with the grant available.

Ads are displayed on Google when a Google user searches a relevant keyword. Depending on what the user searches, Google will determine if there will be ads displayed and, if so, which ads. When setting up an Ads account, our team will select relevant keywords to be tied to each ad. These keywords need to be directly related to the content displayed on the landing page on your website that the ad is directed towards. Google chooses to display ads on a particular keyword search and will allow you to bid on the opportunity for your ad to be displayed.

We have real-time monitoring set up to collect and learn from the ad data to improve the account over time. Our team has software that performs daily ad optimization, but in addition, each week our ads team personally looks at each account and uses their expertise to perform personal optimization. Optimization looks different each month, and we have a timeline that explains the different steps we take to ensure that we help you take full advantage of the Google Ad Grant.

Our team uses your whole website to create your Ad Campaigns. We make Ads that run to every single tab on your navigation bar that has keyword search volume. Most companies will run topical campaigns and don’t focus on maximizing the grant. Through our efforts, we are able to maximize your opportunity with the grant as best as possible.

No, we create as many campaigns as we see fit for your website. Beacuse of the size, expertise and efficiency of our team, we charge a flat rate (dependent on Plan selected) with no commitment and no hidden fees.

Although we have many grant accounts that use the full $10,000 and drive more than 10,000 people per month to their websites, the average grant account sees stats similar to these:

Average CTR (click-through rate): 8-10%

Average Impressions per year: 220,000+

Average Impressions per month: 18,000+

Average Clicks per month: 2,000+

The best way to understand the grant is that you are given $333 to spend on a daily basis of in-kind ads on Google. If you don’t use the full $10,000 each month, you don’t have to worry, as every day it resets the amount you can spend to $333. The in-kind dollars help cover the costs of people who are clicking on your ads after searching terms related to your organization online. Our goal is to maximize the allocated budget on a daily basis and spend as much of the $10,000 each month as we can. We do this all while maintaining high quality scores.

The Google Ad Grant is created to help drive traffic to your website. We can guarantee you will have added website traffic, but it is hard to say for certain that you will find increased revenue. If goal tracking and e-commerce tracking are set up correctly, we can help optimize your campaign to encourage people to donate and purchase on the site. Keep in mind that it would not be typical that the first time someone hears about your organization that they will donate. This is why we also focus on conversion rates of non-monetary calls to action. Although we can’t guarantee additional funding from the grant, it is common to see revenue increase as your organization’s awareness increases with the grant.

The GBN Ad Grant Manager team will be monitoring your grant daily throughout the month and you can easily view all data on your Data Studio Report Dashboard. You are always welcome to email our Success Team at adgrantmanager@givebacknation.com with any questions. They would also be happy to have a quick call. If you are interested in regularly scheduled meetings with our Ad Grant Experts, certain Plans have them included or your can purchase additional meetings accordingly.

Yes, after the Ad Grant has been approved, you can apply for additional sites that are affiliated with your nonprofit through a request form from Google.

The GBN Ad Grant Manager team will help with the application and management of your Google Ad Grant. Upon signing up, your organization will simply need to give us access to a previously-created account or send us the necessary information to apply on your behalf. You will also need to set up a Google Analytics account, if you haven't already, with goal tracking (checkout our Guide to Google Analytics). This is a requirement from Google and will allow us to track conversions on your website. Our team will not manage your Analytics account, as it is a separate service completely outside of the Google Ad Grant, but we can coach you along. Once your grant is running, you can monitor your progress via your specific Data Studio Report Dashboard.

Both are great opportunities to increase your visibility! Our team would be happy to speak with you in regards to any needs you may have with management of your Facebook Ads. In general, we have found that Google Ads are more successful for increasing website traffic with people searching for specific terms online. Facebook ads are shown to users on Facebook, whereas Google ads can be shown to people as they browse the internet from google.com, chrome, and other display network websites.

The Google Ad Grant does not expire as long as the program is available. The Google Ad Grants program has been running since 2003. Although periodic changes are made to their terms and conditions, we are confident that you will be able to receive this benefit as long as you can meet the requirements.