The Actual Value of Google Grant

Wondering if your Google Grant isn’t really worth $10,000 each month?

… You might be right.

If you market for a non-profit, you’re likely managing a Google Grant account. It sounds like a sweet deal to receive $10,000 in free advertising each month from Google. But one thing we’ve seen over the years: the value of a dollar in Google Grant is significantly less than a dollar in paid Google search.

At Parable Digital, we manage Grant and paid accounts side-by-side for numerous non-profits, so we’ve got the data to analyze. We've scrutinized recent search advertising data—an extensive 4.5 million impressions and over 215,000 link clicks across both small and large Christian organizations.

The results are eye-opening:

The cost per click (CPC) on Google Grant averages 6 times MORE than on paid Google search advertising. The value of $1 in Google Grant translates to only $0.16 in a paid account.

How do we know? We ran identical campaigns for clients in Grant and Paid to get the comparison.

This challenges the perceived value of the generous $10,000 monthly grant provided by Google. The grant, designed to fuel campaigns and generate impactful results, may, in reality, carry a value of closer to $2,000 monthly.

Why are clicks 6 times more expensive in Google Grant than Paid?

Grant ads appear below paid ads. This means that premium inventory is given to paid ads, and so of course the top search results get most of the clicks. The Grant is still a nice gift from Google, but in the end, you get what you pay for.

Do what does this mean? Is Google Grant worth my time?

So, if the Grant account is only worth around $2,000, should you still use it?

Simply put: Yes.

It’s worth the effort to take advantage of free advertising. But recognizing the diminished value of each dollar in your Google Grant account means you need to rethink budget allocation between Google Grant and paid search. It isn’t enough to only have a Grant account.

At Parable Digital, we recommend having your Grant account run side-by-side with Paid Search, making sure that you are capturing critical keyword searches. It might make sense for your non-profit to focus on branded keywords in the Grant account and use Paid ads for more competitive keywords.

What if your Google Grant account isn’t spending?

We often have clients come to us because their Google Grant account isn’t spending.  There could be a number of reasons, but the first thing to check is that you are meeting a minimum 5% CTR each month at the account level. If you drop below this for 2 consecutive months, Google may deactivate your account. Turn off low-quality keywords, and be sure to optimize for conversions. You need to have at least 2 conversions per month.

What ads can you run with Google Grant?

Text search ads. Google Grant uses text ads only and they will appear below paid ads. If you want to run display or YouTube ads, you will need a paid account. If you want your search ads in the top positions, you will also need to use paid ads. The Grant account will need to work in conjunction with your paid efforts.

Note: the two account types do not compete against each other.

How does a non-profit get a Google Grant account?

To get a Google Grant account, you need to apply here: google.com/nonprofits/eligibility. Fill out the form and Google will ask you provide information that you are a 501C non-profit. There are eligibility requirements that you can review on the site. Most of our clients have approval within a few days of providing the documentation.

At Parable Digital, we recommend that non-profits unlock the full potential of search advertising by strategically integrating paid efforts alongside Google Grant. This requires managing both a grant and paid account, but this way you maximize the free grant without jeopardizing losing critical keyword traffic that you will likely need to pay for.

We specialize in optimizing search advertising strategies to ensure that each advertising dollar delivers maximum impact. Our expert team can navigate the intricacies of both paid search and Google Grant, with conversion tracking, comprehensive analytics, and strategic keyword matching.

With a track record of driving results for Christian organizations, we stand as your trusted partner in achieving digital advertising success. Let us help elevate your search advertising efforts and experience the difference of strategic expertise.