Google Ad Grant Policy Updates: What You Can Do To Help Your Account

by | Apr 12, 2018 | Blog, Nonprofit

If you are a holder of a Google Ad Grant account then you probably got the email notifying you for the Google Ad Grant Policy Updates that are enforced from 1st of January. One important thing that you need to be reminded of is that any organization that won't compliant with the new rules will get suspended. The whole purpose of these changes is to keep the quality and to make sure the real non-profit organizations get their grants.

Make sure that your non-profit organization stays in compliance with the new updated policies and avoid account cancellation.

Google helps over 35.000 organizations to spread the word and continue their mission through the digital realm giving a great chance to all kinds of organizations to spread the awareness about countless number of causes.

Google Ad Grant Policy Updates

Account Management Policy

New account management policies affect the setup, structure and performance of your account.

  • Each campaign must use geo-targeting to locations relevant to your nonprofit. This means you can’t target your ads to the entire world if you only serve a particular city.
  • All campaigns must have at least two active ad groups, each containing at least two active text ads and two sitelink extensions.
  • AdWords accounts need to maintain a 5% click-through rate (CTR) each month. If you fail to hit a CTR of 5% two months in a row, your account will be canceled and you’ll have to apply to be reinstated.
  • You’re required to complete the annual survey, but you should receive a notification when the time comes.

Website Policy

New website policies affect the nonprofit website that you’re sending visitors to through your AdWords ads. They apply to the website as a whole, not only the pages linked within your ads.

  • Your site must include a description of both your organization and mission.
  • Each page you link to within an ad must have sufficient information for visitors to understand your organization’s purpose.
  • Your website shouldn’t have any broken links.
  • Your ads, keywords, and website shouldn’t promise results after a consultation, service, or purchase, and any claims on your website need to cite verifiable references to provide transparency to users. For example, you can’t promise someone a fulfilling career after participating in your workshop on job interviews.
  • Limit the number of ads on your actual website. Those included should be unobtrusive and relevant to your mission.
  • Commercial activity (sales of products and services, consultations, lead generation, and providing referrals) can’t be the main purpose of your website. Any limited commercial activities should support your mission.
  • If your organization does charge for services, your website must describe how your organization uses funds, for example, by disclosing an annual report.

Mission-Based Campaigns

New policies on mission-based campaigns affect the types of keywords you’re able to target through your ads.

  • Each ad and keyword in your Ad Grants AdWords account must reflect your organization’s primary mission, be relevant to your nonprofit’s programs and services, and be specific enough to provide a good experience for the user seeing your ads.

Keywords Not Permitted:

  • Keywords with a Quality Score of two or less
  • Branded words that you don’t own, like “Google”, “YouTube” and names of newspapers or other organizations
  • Single-word keywords (excluding your branded words, recognized medical conditions, and these exceptions)
  • Overly generic keywords like “free videos”, “e-books”, “today’s news”, “easy yoga”, “download games”, “job alert”, names of places and names of historical events or people
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