{"id":3324,"date":"2025-07-15T07:14:21","date_gmt":"2025-07-15T07:14:21","guid":{"rendered":"https:\/\/adsforchange.co\/?p=3324"},"modified":"2025-10-09T09:27:46","modified_gmt":"2025-10-09T09:27:46","slug":"google-ads-et-ad-grants-optimiser-vos-campagnes-associatives","status":"publish","type":"post","link":"https:\/\/adsforchange.co\/en\/google-ads-et-ad-grants-optimiser-vos-campagnes-associatives\/","title":{"rendered":"Google Ads and Ad Grants: Optimizing your association campaigns"},"content":{"rendered":"<div id=\"content-new-section-349866\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349867-layout-780\" class=\"template-block-780 lg-2 detail is-web\"><em><span id=\"content-new-child-349875-layout-779\" class=\"template-block-779 is-web\">Dans le monde num\u00e9rique actuel, les associations doivent utiliser des outils de marketing en ligne efficaces pour sensibiliser, engager des b\u00e9n\u00e9voles et collecter des fonds. Google Ads et Google Ad Grants sont deux plateformes puissantes qui peuvent aider les associations \u00e0 atteindre ces objectifs. Bien qu\u2019elles semblent similaires, Google Ads et Google Ad Grants pr\u00e9sentent des diff\u00e9rences importantes, et il est crucial pour les associations de les comprendre afin d\u2019optimiser leur utilisation.<\/span><\/em><\/div>\n<\/div>\n<div id=\"content-new-section-349706\" class=\"template-block-780 lg-2 detail is-web\"><\/div>\n<div>\n<div id=\"content-new-section-349708\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349709-layout-780\" class=\"template-block-780 lg-2 detail is-web\">\n<h2 id=\"content-new-child-349710-layout-779\" class=\"template-block-779 is-web\">1. Key Differences Between Google Ads and Ad Grants<\/h2>\n<\/div>\n<\/div>\n<div id=\"content-new-section-349650\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349651-layout-780\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349652-layout-779\" class=\"template-block-779-rich is-web\">\n<div>\n<h3><strong>Eligibility and Cost:<\/strong><\/h3>\n<ul id=\"yui_3_17_2_1_1715595377955_473\" data-rte-list=\"default\">\n<li id=\"yui_3_17_2_1_1715595377955_472\">\n<p id=\"yui_3_17_2_1_1715595377955_471\" class=\"\">Google Ads is a paid advertising platform available to all businesses and organizations, where users pay for each click on their ads.<\/p>\n<\/li>\n<li>\n<p class=\"\"><a href=\"https:\/\/www.google.com\/grants\/\">Google Ad Grants<\/a> is a version specifically designed for nonprofit organizations. Eligible organizations receive a monthly credit of up to 10,000 $ for free ads on the Google Search Network.<\/p>\n<\/li>\n<\/ul>\n<h3><strong>The Fundamental Difference: The Secondary Auction<\/strong><\/h3>\n<ul data-rte-list=\"default\">\n<li>\n<p class=\"\">Pour ne pas perturber le syst\u00e8me d\u2019ench\u00e8re et \u00e9viter de d\u00e9favoriser ses annonceurs payants, Google a mis en place un syst\u00e8me d\u2019ench\u00e8res secondaires pour Google Ad Grants. Lors d\u2019une requ\u00eate, les annonceurs payants concurrencent pour afficher leurs annonces en premier. Si des espaces publicitaires restent invendus, ils sont alors mis \u00e0 disposition des comptes Ad Grants lors d\u2019une ench\u00e8re secondaire. Cela a plusieurs cons\u00e9quences :<\/p>\n<\/li>\n<li>\n<p class=\"\">Les annonces Google Ad Grants s\u2019affichent syst\u00e9matiquement en dessous des annonces payantes. Il est donc difficile de prot\u00e9ger votre nom de marque face aux annonceurs payants.<\/p>\n<\/li>\n<li>\n<p class=\"\">Costs per click (CPC) are generally higher on Google Ad Grants due to intense competition for remaining ad space.<\/p>\n<\/li>\n<\/ul>\n<h3><strong>Restrictions and Rules:<\/strong><\/h3>\n<ul data-rte-list=\"default\">\n<li>\n<p class=\"\">Google Ads offre plus de flexibilit\u00e9 en termes de ciblage g\u00e9ographique, types d\u2019annonces et d\u00e9penses publicitaires.<\/p>\n<\/li>\n<li>\n<p class=\"\">Google Ad Grants imposes restrictions such as maximum bids, ad quality requirements, and limitations on location targeting.<\/p>\n<\/li>\n<\/ul>\n<h3><strong>Complexity and Features:<\/strong><\/h3>\n<ul data-rte-list=\"default\">\n<li>\n<p class=\"\">On Google Ads, you choose your keywords and run ads on them. The question remains at what price and with what results.<\/p>\n<\/li>\n<li>\n<p class=\"\">On Google Ad Grants, there is no guarantee that you will be able to advertise your ads due to the secondary auction system seen above. In reality, only 5% of the associations on Google Ad Grants manage to spend the 10,000$ of free advertising.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><img decoding=\"async\" id=\"content-new-section-349661\" class=\"template-block-781 is-web\" src=\"https:\/\/klhkpm8h.tinifycdn.com\/resizes\/2024\/04\/24\/17\/48\/17\/1daf1f9a-3df2-41c5-a0a6-3327196c7343.jpg\" alt=\"Just The Web\" \/><\/p>\n<div id=\"content-new-section-349715\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349716-layout-780\" class=\"template-block-780 lg-2 detail is-web\"><span id=\"content-new-child-349717-layout-779\" class=\"template-block-779 is-web\">Differences between Google Ads vs Google Ad Grants<\/span><\/div>\n<\/div>\n<div id=\"content-new-section-349662\" class=\"template-block-780 lg-2 detail is-web\"><\/div>\n<h2 id=\"content-new-section-349663\" class=\"template-block-779 is-web\">2. How to identify a Google Ads and Ad Grants account?<\/h2>\n<div id=\"content-new-section-349664\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349665-layout-780\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349666-layout-779\" class=\"template-block-779-rich is-web\">\n<div>\n<p class=\"\">Il n\u2019est pas du tout evidemment de distinguer un compte Google Ad Grants d\u2019un compte Google Ads classique en consultant l\u2019interface de Google Ads. Pour cela\u00a0 suivez ces \u00e9tapes :<\/p>\n<h3><strong>1. Checking Billing Status:<\/strong><\/h3>\n<ul data-rte-list=\"default\">\n<li>\n<p class=\"\">Acc\u00e9dez \u00e0 l\u2019onglet \u00ab\u00a0Facturation\u00a0\u00bb dans votre compte Google Ads.<\/p>\n<\/li>\n<li>\n<p class=\"\">Un compte Google Ad Grants affichera un statut de facturation sp\u00e9cifique indiquant qu\u2019il s\u2019agit d\u2019un compte non lucratif ou d\u2019un compte avec un cr\u00e9dit promotionnel. Il ne devrait pas y avoir de d\u00e9tails de carte de cr\u00e9dit ou de mode de paiement standard comme on le verrait dans un compte Google Ads classique.<\/p>\n<\/li>\n<\/ul>\n<h3><strong>2. Analyze Account Notifications<\/strong><\/h3>\n<ul data-rte-list=\"default\">\n<li>\n<p class=\"\">Google Ad Grants accounts receive specific notifications related to Ad Grants program compliance policies.<\/p>\n<\/li>\n<li>\n<p class=\"\">V\u00e9rifiez les alertes ou les notifications dans l\u2019interface pour voir si elles mentionnent des directives sp\u00e9cifiques \u00e0 Ad Grants.<\/p>\n<\/li>\n<\/ul>\n<h3><strong>3. Account Information in Settings<\/strong><\/h3>\n<ul data-rte-list=\"default\">\n<li>\n<p class=\"\">Dans les param\u00e8tres du compte, il peut y avoir des informations indiquant que le compte est associ\u00e9 \u00e0 une organisation \u00e0 but non lucratif ou qu\u2019il est inscrit dans le programme Google pour les Organisations \u00e0 but Non Lucratif.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><img decoding=\"async\" id=\"content-new-section-349687\" class=\"template-block-781 is-web\" src=\"https:\/\/klhkpm8h.tinifycdn.com\/resizes\/2024\/04\/24\/17\/56\/12\/40cff888-9b0c-47cf-9949-820b9a6e6f98.jpg\" alt=\"Just The Web\" \/><\/p>\n<div id=\"content-new-section-349688\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349689-layout-780\" class=\"template-block-780 lg-2 detail is-web\">\n<h2 id=\"content-new-child-349690-layout-779\" class=\"template-block-779 is-web\">3. How to Optimize Google Ads and Ad Grants for Nonprofits?<\/h2>\n<\/div>\n<\/div>\n<div id=\"content-new-section-349695\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349696-layout-780\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349697-layout-779\" class=\"template-block-779-rich is-web\">\n<div>\n<h3><strong>Understanding Your Association\u2019s Objectives:<\/strong><\/h3>\n<p class=\"\">Clearly define your goals (awareness, fundraising, volunteer engagement) and choose the platform that best fits each objective. Fundraising will be much faster with paid Google Ads, while increasing awareness of your cause or recruiting volunteers can be done without a marketing budget on Google Ad Grants due to less competition in the sector.<\/p>\n<h3><\/h3>\n<h3><strong>Improving Ad Quality<\/strong><\/h3>\n<p class=\"\">Assurez-vous que vos annonces et pages de destination sont de haute qualit\u00e9 et pertinentes. Cela am\u00e9liorera non seulement le score de qualit\u00e9 de vos annonces, mais augmentera \u00e9galement les taux de clics et de conversion. Sur Google ads un mauvais score de qualit\u00e9 >5 vous fera payer plus\u00a0 cher vos clics (CPC) tandis que sur Google Ad Grants\u00a0 vous ne diffuserez meme pas<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"content-new-section-349718\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349719-layout-780\" class=\"template-block-780 lg-2 detail is-web\">\n<h2 id=\"content-new-child-349720-layout-779\" class=\"template-block-779 is-web\">4. Synergies between Google Ads and Ad Grants<\/h2>\n<\/div>\n<\/div>\n<div id=\"content-new-section-349722\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349723-layout-780\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349724-layout-779\" class=\"template-block-779-rich is-web\">\n<div>\n<h3><strong>Complementarity of Strategies:<\/strong><\/h3>\n<p class=\"\">Utilisez Google Ad Grants pour les campagnes de sensibilisation et de collecte de fonds \u00e0 long terme tout au long de l\u2019ann\u00e9e. R\u00e9servez Google Ads pour des campagnes cibl\u00e9es, comme des \u00e9v\u00e9nements sp\u00e9ciaux ou des appels \u00e0 l\u2019action urgents sur certains temps fort de l\u2019ann\u00e9e.<\/p>\n<p class=\"\"><strong>Experimentation and Cross-Learning:<\/strong><\/p>\n<ul data-rte-list=\"default\">\n<li>\n<p class=\"\">Use your Google Ad Grants account as a testing ground to test your keywords, ads, and landing pages. After testing, you can select the best-performing elements to amplify them with paid Google Ads. This will save you time and money in your learning process.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"content-new-section-349729\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349730-layout-780\" class=\"template-block-780 lg-2 detail is-web\">\n<h2 id=\"content-new-child-349731-layout-779\" class=\"template-block-779 is-web\">Conclusion<\/h2>\n<\/div>\n<\/div>\n<div id=\"content-new-section-349732\" class=\"template-block-780 lg-2 detail is-web\">\n<div id=\"content-new-child-349733-layout-780\" class=\"template-block-780 lg-2 detail is-web\"><span id=\"content-new-child-349734-layout-779\" class=\"template-block-779 is-web\">Google Ads et Google Ad Grants offrent des opportunit\u00e9s incroyables pour les associations de maximiser leur visibilit\u00e9 en ligne et d\u2019atteindre leurs objectifs. En comprenant les diff\u00e9rences entre ces deux plateformes et en les utilisant de mani\u00e8re strat\u00e9gique, les associations peuvent non seulement am\u00e9liorer leur pr\u00e9sence en ligne, mais aussi faire une diff\u00e9rence significative dans l\u2019efficacit\u00e9 de de votre budget marketing. Chez Ads for Change nous sommes sp\u00e9cialis\u00e9 dans la gestion de compte Ad Grants et Google Ads en combinaision. Nous offrons des audit personalis\u00e9s avec des recommendations concr\u00e8tes en pro bono.<\/span><\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Dans le monde num\u00e9rique actuel, les associations doivent utiliser des outils de marketing en ligne efficaces pour sensibiliser, engager des b\u00e9n\u00e9voles et collecter des fonds. Google Ads et Google Ad Grants sont deux plateformes puissantes qui peuvent aider les associations \u00e0 atteindre ces objectifs. Bien qu\u2019elles semblent similaires, Google Ads et Google Ad Grants pr\u00e9sentent [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3325,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-3324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-association"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Ads et Ad Grants : optimiser vos campagnes associatives - Ads for change<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les diff\u00e9rences entre Google Ads et Ad Grants et comment optimiser vos campagnes SEA en combinant les deux plateformes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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