Ask the Google Ad Grants Team Questions

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Major Changes to Google AdWords Ad Grants

Google is radically changing how your AdWords Account will continue to comply with your Ad Grant. The most alarming changes are that all keywords must have a Quality Score of 3 or more, and the account must maintain a 5% Click-through Rate. 

These policy updates are effective January 1, 2018 for all Ad Grantees. Here are all the changes:

Account structure

More requirements for using AdWords are being phased in:

• Ad Grants accounts must have specific geo-targeting to show ads in locations relevant to your nonprofit.
• Ad Grants AdWords accounts must have:
• At least 2 active ad groups per campaign each containing a set of closely related keywords and 2 active text ads
• At least 2 sitelink ad extensions

Keywords

The following keywords and queries for serving Ad Grants ads are not permitted:

• Branded words that you don’t own like “YouTube” or “Google” or names of newspapers or other organizations
• Single-word keywords (excluding your own branded words, recognized medical conditions, and a small number of exception keywords published here)
• Note terms with dashes, periods, or special characters are not treated as single-word keywords
• Overly generic keywords like “free videos”, “e-books”, “today's news”, “easy yoga”, “download games”, “job alert”, names of places, names of historical events/people
• Keywords with a Quality Score of 2 or less

Performance

All Ad Grants AdWords accounts must maintain a 5% click-through rate (CTR) each month.  If the CTR requirement isn't met for 2 consecutive months, your account will be cancelled. 

Google Analytics for Nonprofits

Google Analytics for Nonprofits from Chris Middings

This slideshow is also available with audio here: )

Creating Google Adwords Campaigns and Ad Groups

Creating Google Adwords Campaigns and Ad Groups from Chris Middings

This slideshow is also available with audio here:

Applying for Google Ad Grants and Google for Nonprofits

Applying for Google Ad Grants and Google for Nonprofits

This slideshow is also available with audio here:

Upcoming Class: Joining Google For Nonprofits and Applying for a Google Ad Grant

Join me October 29th at 2PM. I'll be presenting how to join Google for Nonprofits, as well as applying for a Google Ad Grant. Here's the description:

Google has a whole suite of tools and Apps for Nonprofits, including Google Adwords Grants which allow up to $10k per month in free advertising, but how to create the account and utilize the text only ads can be a challenge. 

In partnership with the Michigan Green Consortium, acting as first time applicants for a Google for NonProfits account, WasteWater Education 501(c)3 will be hosting a real time distance learning class to walk you through becoming a Google For Nonprofits account holder.

Our philosophy is simple - we're all connected, we all have the passion for our environment. Not to share would be unconscionable.

We will be using our Blackboard Collaborate Web Conferencing service so it's important that you check your system's ability to log in beforehand.

Register for the event here: http://www.meetup.com/NetSquared-Northern-Michigan/events/140198872/

Google Grants is now Google Ad Grants

Google Grants changed its program name to Google Ad Grants.

Nothing else changed. Google has rebranded to clarify what their program offers to nonprofits, which is in-kind advertising through Google AdWords, Google’s online advertising tool. Hopefully, the new name will make it easier for nonprofits seeking in-kind advertising to find the Google Ad Grants program.

If you haven’t taken advantage of the program already, visit the Google Ad Grants page to apply. Nonprofits receive up to $10,000 per month in AdWords advertising to promote their missions and initiatives via text ads on Google.com.