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Everything You Need to Know About Bing Ads Grant for Nonprofits

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</script>Have you heard of the Microsoft Ads for Social Impact Grant? If not, your charity is missing out on an excellent opportunity for free advertising on the Bing search engine.

According to Microsoft, Bing has 34% of the desktop search market share. The Bing audience is older, with 40% aged 35 to 54. They also have a higher average household income; almost half have a household income of $75,000 or more.

Here's everything you need to know about how to apply for and use Bing Ads Grant.

What is the Social Impact Ad Grants Program?

The Social Impact Ad Grants program is Microsoft’s version of the Google Ad Grants. The grant acts like a coupon that provides $3,000 a month in ad credits to ad accounts for registered charities. Ad credits can be used on Microsoft's search engines, such as Bing, AOL, Yahoo, and Baidu to promote your organization and its initiatives. The program is designed to help nonprofits achieve their goals and positively impact their communities.

That’s $36,000 per year that you can use to reach new donors, volunteers, and supporters! This grant can also be used in conjunction with your Google ad grant.

Who is Eligible for the Social Impact Ad Grants Program?

Eligible requirements for the Social Impact Ad Grants program include the following:

  • Organizations must be legally recognized nonprofits or non-governmental organizations in their respective countries. (The Social Impact Ads Grant is not yet available in Canada, but we suggest registering your interest in the program by filling out this form.)

  • Have an active website that receives significant traffic from search engines.

  • Must operate with a mission to benefit their communities.

  • Must be inclusive and respectful of all types of people. Microsoft does not accept organizations that have a policy or mission based on discrimination of any kind.

Applying for the Social Impact Ad Grants program is simple!

The first step is to visit review the information for Step 1, and fill out the application form.

Once you are approved, apply for the Ads for Social Impact via

If approved, set up your Microsoft advertising account and claim your grant.

Application page for Bing Ads Grant
Apply for Bing Ads Grant

What are some tips for creating effective ads?

Make sure you are in Expert Mode, which will give you more control over campaign management. It will also let you add more ad content and provide more performance reporting and tracking.

Define your goals. What do you want your ad to achieve? Do you want to increase awareness of your nonprofit? Drive traffic to your website? Encourage people to donate?

Choose the keywords that you want your ad to appear for. Before launching a Bing Ads campaign, you need to do your homework and ensure you're targeting the right keywords. Otherwise, you could waste a lot of money on clicks that will never convert.

Write a compelling headline for your ad. Your headline should be attention-grabbing and make people want to learn more about your nonprofit.

Your ad copy should explain what your nonprofit does and why someone should support it. Be sure to include a call-to-action so people know what you want them to do (e.g., "Donate now").

Set up tracking. To know if your ad is effective, you need to set up tracking so you can see how many people are clicking on it and taking the desired action (e.g., visiting your website or making a donation).

Final Bing Ads Grant Tips

The advertising grant does not cover ads on partner networks. You will be charged for clicks coming from partner sites if you forget to deselect this option.

Ensure the budgets you set do not exceed the grant amount. If you go over the $3,000, you will be required to pay the excess.

As any nonprofit knows, expanding reach and impact is essential to success. If your nonprofit is looking for ways to expand its reach and impact, Microsoft’s Social Impact Ad Grant is an excellent option to explore. We hope this guide helped explain the ins and outs of the program and how your nonprofit can take advantage of it.

If you would like more information on Ads for Social Impact, check out our YouTube video with Wendy at Do Nation World and she outlines the program further for us. If you are looking for help setting up your Google or Bing ads to maximize clicks, give us at The Cause a call and we can assist with keyword research and ad creation!


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