AdWords account creation guide for Google Ad Grants
We encourage you to watch this short video on participation guidelines with tips for how to succeed in the program.
To enroll in Google Ad Grants, your AdWords account must meet the following criteria:
- Your account uses the US dollar (USD) as the currency, regardless of your location. Ignore all alerts to add other billing information.
- Your account contains 1 active Search campaign.
- Your account contains 2 active ad groups, each containing a set of closely related keywords.
- Your account contains 2 active ads per ad group.
- For ad extensions, you must create at least 2 sitelinks for your ad. Callouts are also recommended.
- Your ad uses relevant geo-targeting.
- Your ad links to a relevant landing page.
- Your landing page is on a high-quality website (see the website requirements).
- Your ad uses conversion tracking with defined conversion values (either in AdWords or imported from a linked Google Analytics account).
Within a month of campaign activation, consider changing your bid strategy for your campaigns to Maximize conversions, Target CPA, or Target ROAS. These conversion-based bidding strategies are not subject to the program's $2.00 USD bid cap.
Complete the following steps exactly as written to properly set up your account. Otherwise, you may need to start over and create a new account.
Step 1 of 5: Create your AdWords account
When you create your Ad Grants AdWords account, you'll need to use the same user name for your Google for Nonprofits account. For example, if you signed up for Google for Nonprofits using Jane@gmail.com, you must use the same user name for your Ad Grants AdWords account.
- Click the Get started button below.
- Either enter the username and password for an existing Google Account or create a new account.
- In the "Enter your email" box, enter your email address.
- Under "Country," select the country where your organization is located.
- Under "Time zone," select your time zone.
- Under "Currency," select US Dollar.
Only the US Dollar works for an Ad Grants account, regardless of your location or local currency.
- Click Save and continue.
Step 2 of 5: Create an ad campaign
- On the "Campaigns" page, click +New campaign.
- Under "Campaign type," click Search Network.
- On the "Search Network" tab, click Create your campaign without a goal.
- Under "Setup details," click Continue without selecting any checkboxes.
- Enter a campaign name.
A campaign name can remind you what the campaign is about. For example, you might name your campaign "Drive donations" or "Recruit volunteers."
- Under "Networks," unselect the Include Google search partners and Include Google Display Network checkboxes.
- Under "Locations," select the locations where you want to run your campaigns. Otherwise, you can select Enter another location and enter the name of a city in the search box.
Before your campaign is activated, its geo-targeting will be reviewed for relevance.
- Under "Languages," select the languages you want to write ads in.
- Under "Bidding," select Manual bidding in the drop-down menu.
Once your account reaches 500 monthly clicks, you must switch all of your campaigns to Maximize conversions.
- Under "Daily budget," enter 329 USD or less.
You'll have $329 USD per day to use across all of your campaigns. If you create more than 1 ad, the total of all of your ads’ budgets must not exceed $329 USD per day.
- Under "Sitelink extensions," click the down arrow next to "Select and create campaign-level sitelink extensions."
- Click +New sitelink extension.
- Enter sitelink text, such as “Donate to help refugees."
- Enter 1 or 2 descriptive lines about your sitelink. (Optional)
- Enter the URL that your sitelink text will link to, such as the donation page on your organization's website.
Sitelink URLs shouldn’t point to your website's home page.
- Click Save.
- Repeat steps 12 - 16 to add another sitelink extension. Two sitelinks are required, but you must use a different URL for your 2nd sitelink.
Other ad extensions, like callouts, are optional but recommended.
Step 3 of 5: Set up ad groups with keywords
- Under "Set up ad groups," enter a name for your ad group.
An ad group is a theme for a set of keywords that you want to show a unique ad for. Examples of ad groups are "Monetary donations" and "Clothing donations."
- Under "Default bid," enter $2.00.
- Enter or paste keywords.
Keywords are terms that people search for on Google, so add phrases that you want to show your ad for once someone types it into google.com. For example, you might enter "where to donate clothing" and "memberships to environmental clubs."
Your keywords must reflect your nonprofit’s programs and services. Using generic keywords such as "news," "video," or "children" isn't allowed because they're not relevant enough for a good user experience.
- Click +New ad group.
- Repeat steps 1 - 3 to add another ad group and a set of keywords.
At least 2 ad groups are required because each ad group will show unique ads, which should be relevant to the set of keywords you choose. For example, if someone searches for "where to donate clothing" on google.com, your ad should say something like "donate clothing to local kids with [organization name]," not "[organization name] helps kids."
- Click Save and continue.
- Under "Create ads," click +New ad to create at least 2 active ads for each ad group.
- The ads in your account must reflect the mission of your nonprofit organization and be relevant to your nonprofit's programs and services.
- Your ads must link to a relevant landing page on your organization's website.
- In your ad, highlight what you want potential customers to do, such as “Learn how Nepal is rebuilding schools."
- Click Done.
- Click Save and continue to review your campaign.
Step 4 of 5: Set up conversion tracking
With Google Ad Grants, you must set up conversion tracking for your account. Conversion tracking is a free tool that shows you what happens after a customer interacts with your ads, such as whether they made a donation, signed up for your newsletter, downloaded information, or called your organization. By placing a pixel on the web page of your organization's website where you want customers to land on after completing an action on your website, AdWords will track it as a conversion. You can track conversions either in AdWords directly or by importing goals from Google Analytics.
Before setting up conversion tracking, first decide which website actions are most important to you and your organization. Are you more interested in donations, newsletter sign-ups, volunteer signups, or other actions?
Complete the following instructions to set up conversion tracking for your account.
How to set up conversion tracking
- Click the gear icon in the top-right corner.
- Under "Measurement," click Conversions.
- Click the blue, circular plus button.
- To select from the options, choose Import if you have Google Analytics and follow the directions to link accounts. If you don't want to use Google Analytics, select Website.
- Under "Conversion name," enter a name for the conversion you want to track, such as “financial donations” and “email sign-up."
- Under "Category," select a description for your conversion action from the drop-down menu.
The category allows you to segment your conversions in reports, so you can see similar conversions together.
For financial donations, select Purchase/Sales.
- Under "Value," select how to track the value of each conversion. Select Don’t use a value for non-financial conversions like “email sign-up." Use different values for each conversion to track donations or sell goods or services.
- Next to "Count," select how to count these conversions. If you're not sure, select Every.
- The other requirements have default answers, so you can leave them as they are or customize them.
- Click Create and continue.
Your conversion action will show on the next page.
Next, you'll set up your website conversion tracking tag.
How to set up a website conversion tracking tag
To set up website conversion tracking for the first time, you or your website developer will need to add 2 code snippets to your website: the global site tag and the event snippet.
- The global site tag sets new cookies on your domain, which will store information about the ad click that brought someone to your site. Please get consent where legally required.
- First, copy your global site tag and paste it between the <head> tag and </head> tag on every page of your website.
- Follow these instructions to add the tag to your website.
- The event snippet tracks actions that you defined as a conversion.
- Select Page load (for example, a thank-you page after a person completes an action on your website) or Click (for example, a button to confirm the person completed an action).
- Copy the snippet from the box to paste it between the <body> tag and </body> tag on the webpage with that conversion action.
- Follow the instructions to add it to your website.
To track conversions for donations, you’ll need to customize your tag to track transaction-specific values.
- Click Next to finish.
Once your account starts generating clicks, your account will be reviewed for accuracy.
Step 5 of 5: Submit your account for review
Make sure that your account meets all of the account setup criteria before you submit your account for review.
- In the top-right corner of your account, locate your account ID by clicking the person icon.
Your AdWords account ID is in the format of xxx-xxx-xxxx.
- Sign into Google for Nonprofits.
- Select the checkbox for Ad Grants enrollment and submit your account ID.
Your account will be reviewed to make sure it complies with Google advertising policies. Once your ad starts running, you'll be notified by email. If your account contains errors, you'll receive an email asking you to make edits to your account as needed before activation.