How Long Do Google Ad Grant Applications Take?
- Is getting the Google Ad Grant hard?
- Do I have to write a long application?
- What happens if I get rejected?
These are questions we hear on a daily basis. Fortunately, the answers are all more encouraging than most people would hope. While there are a number of steps in the process, getting through all of them is not an insurmountable challenge. So how long does it take?
In our experience, helping hundreds of nonprofits get approved for the Google Ad Grant, the average duration of the process is 21.4 days.
This, of course, requires a significant caveat. Some organizations that have very responsive teams and lightning-fast webmasters can get it all done much quicker. Meanwhile, the process may take months in more complicated situations.
The Process in Brief
As background, the diagram below provides a quick overview of the Google Grant application process in general. The main steps are:
- Validating your organization's nonprofit status with TechSoup.
- Creating (or getting access to your previously created) Google for Nonprofits Account.
- Installing Google Analytics, setting up conversion tracking and ensuring that your website is compliant (SSL certificate in place, key information like your nonprofit status EIN number listed in your website footer, etc.).
Setting up your organization's Google Ads account and completing the actual Google Grant application itself.
Wait, How Am I Already Part Way Through?
Yes! In many cases, some of the steps above might already be complete. We are amazed at the number of times someone, years ago, started this process but didn't finish it. Fortunately, you can likely build on their progress.
- Only 8 percent of nonprofits had not yet registered with TechSoup when we started the process with them
- 40 percent of organizations already had a TechSoup account,but needed to retrieve their validation token to create a Google for Nonprofits account.
- 52 percent already had a Google for Nonprofits account.
Of those who had a Google for Nonprofits account, 22 percent were created by an individual who had since left the organization. As a result, the nonprofit had to go through a 14-day account recovery process. So if you are in this same boat, take heart. You certainly aren't alone.
Is the Legwork Worth it?
When evaluating the Google Ad Grant, it is important to come to the discussion with a clear idea of your advertising objectives and organizational goals. For most organizations that would benefit from reaching people searching for topics related to their work or services online, the Google Ad Grant can be a great fit.
If that is the case, the time it takes to apply will pale in comparison to the benefits received. For many organizations, this will be the easiest $120,000/year grant they ever receive. But at the end of the day, only you can make that decision based on your nonprofit's unique goals and situation.
To your Google Ad Grant success!
This article would not have been possible without the contribution of our incredible Grant Acquisition Specialist, Laura Cox.
Grant Hensel is the founder of Nonprofit Megaphone, an agency focused exclusively on acquiring and managing the Google Ad Grant for nonprofits. His team takes pride in their 100 percent success rate helping nonprofits receive the grant and in helping dozens of organizations use the funds to make a difference.