Google Ad Grants
UNDERSTANDING GRANT POLICY CHANGES & MANAGEMENT
The Google grants program provides organizations categorized as 501(c)3 by the IRS up to $10,000 in free advertising each month. It’s an excellent opportunity to get your group’s message out to a much wider audience and increase fundraising dollars. You’re essentially getting free advertising for your nonprofit organization to drive more traffic to your Website—or to even to sell products—provided 100% of the money raised is used for charitable works.
These free Google grants have already been used by hundreds of nonprofits to spread their message across the internet, and those messages are being seen by people who are searching for terms and keywords related to their organization and the work they’re doing. The success stories are numerous, showing just how effective the Google grants program can be as an advertising tool.
Grant Policy Changes (effective January 1, 2018)
Grant accounts are now required to maintain a minimum 5 percent click-through rate (CTR). That’s an increase from the previous 1 percent CTR minimum prior to January 1, 2018. Accounts that miss that threshold for two consecutive months will be suspended. Accounts in jeopardy of being canceled will be “alerted through in-product notifications if your account is at risk of falling below 5 percent CTR with educational resources offered to improve.”
Other policy updates include:
- Non-profits cannot buy branded keywords they don’t own.
- Keywords must have quality scores of 3 or higher.
- Campaigns must have at least two ad groups with at least two ads running in each.
- Accounts also must have at least two sitelink extensions active.
- Accounts must have geotargeting.
- Most single-word keywords are prohibited, the idea being non-profits should choose well-targeted keywords.
- Lifting of the $2 bid cap when campaigns use the maximize conversion setting.
While a lot of the new changes negatively affect nonprofits, Google has lifted the programme’s $2 bid cap. This is a BIG change. The grant accounts now can bid on “all” keywords which allow the nonprofit to spend more money every month.
Google Ad Grant Management
We are Ad Grant Certified Professionals with experience in the nonprofit sector. We specialize in grant approvals, deactivated and suspended accounts. We help support nonprofit organizations in the US by increasing their visibility on the Internet through the Ad Grants program and the paid version of Google Ads.