Ticket scalping and fraudulent ticketing websites pose challenges for nonprofits hosting ticketed events. Fortunately, the Google Ad Grant—a monthly $10,000 in-kind advertising grant—offers nonprofits a cost-free way to counter these issues effectively, fighting back against scalpers and securing their online presence.
At EleeHub, we work with our qualified clients to implement these strategies aimed at minimizing the negative effects of ticket scalpers and resellers on your organization and patrons. Below, you will find five suggestions for nonprofits on utilizing Google Ad Grants to counteract the influence of scalpers.
1. Increase Competition for Scalpers Without Cost to You
By strategically using the Ad Grant to bid on relevant keywords (such as your event’s name or key details), you increase competition in search results, making it more costly for scalpers to maintain high visibility. Since the Google Ad Grant is a free resource, your organization isn’t spending funds, yet you’re directly reducing the appeal of scalping by driving up their advertising costs. Optimizing your ads to target keywords associated with your event is a simple yet powerful way to keep your legitimate ticketing page front and center.
2. Secure “Official Ticketing Site” Language on Your Website and Ads
Adding a clear “official ticketing site” label to your website and ad copy reassures users that they’re in the right place, reducing the risk of falling for fraudulent ticketing sites. This straightforward language can be used in both grant-funded and any paid Google Ads you may run. Moreover, accurate and user-focused language in your ad copy deters potential scalpers and provides a seamless user experience by guiding potential attendees directly to your event page.
3. Get Certified as an Official Reseller
Nonprofits can apply for Google’s Ticket Reseller Certification to ensure that Google recognizes their ticketing site as legitimate. This certification clarifies your official status in search results, reducing the likelihood that visitors will click on scalper sites by mistake. By applying for this certification, Google will better distinguish your site from unauthorized sellers, helping to eliminate any doubts about where users should buy tickets. You can apply for the certification through Google’s official process here.
4. Regular Monitoring and Optimization
A well-maintained Google Ad Grant account is essential to stay effective in a competitive digital space. To comply with Google’s grant policies, nonprofits should actively monitor and optimize their ads, ensuring that keywords, bid strategies, and targeting align with search trends. By using Google Analytics for conversion tracking, your team can gain insight into what users respond to, continuously refining your approach. Nonprofits can also consider “Maximize Conversions” or “Maximize Clicks” strategies, which can boost ad performance and provide real-time data on campaign effectiveness.
5. Expand Campaigns to Address Broader Audience Needs
Many organizations use their Google Ad Grants to go beyond event-specific ads. Campaigns that provide educational content or offer updates on broader aspects of your nonprofit’s mission build trust, attract new users, and keep your audience engaged year-round. This broader content strategy helps establish credibility, which is especially valuable if you host recurring events or seasonal campaigns.
With these strategies, nonprofits can effectively use Google Ad Grants to safeguard their events, reduce scalper visibility, and improve user trust. This ensures the right audience reaches your official site for a seamless ticketing experience. Whether your events are large or small, these methods significantly impact your organization at no extra cost.
Good luck!
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