As we all start settling back to work this year, Google has taken the step to make big changes to their Ad Grants program for 2018, which allows grants of up to $10,000 per month for charities and not-for-profit organisations. This will have an impact on the 35,000 organisations that currently participate in the program.
Some of the key changes that have been made are:
- Account click-through-rate (CTR) must be higher than 5%
- Single word keywords are no longer eligible to bid on (although there are exceptions)
- No keywords with a Quality Score of two or less
- Ad groups must have at least two expanded text ads
- At least two sitelink ad extensions in the account
- Accounts must have specific geo-targeting to show ads in locations relevant to the organisation
If the above specifications are not met for two consecutive months, accounts will become eligible for suspension with the possibility of the organisation then able to re-apply for an Ad Grants account. These changes are already in effect (as of January 1st) so all Ad Grants accounts are now subject to these new requirements. A full list of policy changes can be found here.
These changes mean a good account structure for all Ad Grants accounts has become even more crucial to the success, and continued existence, of paid search advertising for those who subscribe to the program.
At Search Seven, we are charity search marketing specialists and are already working closely with our non-profit clients to ensure accounts are in the best shape possible as to adhere to these new requirements, as well as general best practices.
If you are interested in us reviewing your Ad Grants account to help keep your account up and running, please feel free to get in touch with us!