Google Grant 2012
Sunday, January 8, 2012
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Google Grants is a part of the Google for Nonprofits program. Google for Nonprofits is Google's product offering for the nonprofit sector. As a qualified Google for Nonprofits organization, you will gain access to a variety of different product offerings such as Google Grants.
The Google Grants program empowers over 6,000 organizations to achieve their goals by helping them promote their websites via advertising on Google. Google ads appear when users search on Google. For example when you search for "world poverty" on Google, text ads related to world poverty appear on the right hand side. When you click on one of the ads, you are brought to the website being advertised.
Organizations that receive a Google Grant are awarded an in-kind online advertising account which can be used it in a variety of ways, including general outreach, fundraising activities, and recruitment of volunteers. Google Grants participants have found much success with the program. For example, the US Fund for UNICEF's e-commerce site, Shop UNICEF, experienced a 43 percent increase in sales over the previous year, while CoachArt – supporting children with life-threatening illnesses through art and athletics programs – has seen a 60 to 70 percent increase in volunteers.
Program Details:
The Google Grants program helps charitable organizations leverage the power of AdWords to engage and inform your constituents on Google. The policies outlined below are specific to Google Grants and are designed to help your organization use its advertising grant most effectively. Please thoroughly review these guidelines to ensure that your organization's use of the Google Grant adheres to our policies. Violation of our program guidelines and policies, or any misuse of your grant, will cause your organization's grant to be terminated.
Grantee Requirements & Responsibilities:
Google AdWords is an online, advertiser-managed program, meaning that a contact at your organization must build your Google Grants AdWords account and be responsible for your AdWords advertising account at all times. Your active participation is required, and this includes understanding and following the guidelines outlined on this page, building your Google Grants AdWords account, regularly logging into the AdWords system, and ensuring your Google ads and keywords are relevant, accurate, and timely.
Grantees are required to be actively engaged in the program and to actively manage their AdWords accounts, meaning your 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
Should you not login to your account for three consecutive months or prove unresponsive to email requests from our team, your account will be subject to automatic pausing or cancellation without notification.
Grantee AdWords Campaigns:
Your ads must link only to the URL included in your application, as this is the URL approved for your Google Grant. You must submit any significant changes of content on this URL for our review before the updated site is promoted via your AdWords account.
- Other websites belonging to your organization require our review and approval before they can be promoted through your AdWords account. Please review this article if you wish to promote additional websites through your ads or if your organization's focus, website content, and/or URLs change significantly.
Your ads must reflect the mission of your organization, and your keywords must be relevant to your programs and services.
- Strictly commercial advertising is not allowed through this program. If you intend to promote products or services, 100% of the sales and/or proceeds must support your programs.
- Your Google ads cannot link to pages that are primarily links to other websites.
- Ads offering financial products (such as mortgages or credit cards) or those requesting car, boat, or real estate donations and related keywords are not allowed.
- Please review the difference between mission-based ads and ads not based on your mission below. When creating new ads or editing existing ads, please ensure that your ads reflect your organization's mission.
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