Message from Nate:
I wasn't aware of Google's Grant program for nonprofits to advertise on the Google Adwords campaign - in general - until just recently. So this is a two-part post, for my clients. One is to announce that this program exists for nonprofits, and the second is to announce that Google recently made changes to the program.
Google Ad Grants changes and your PPC strategy: Where to go from here
Is your nonprofit organization involved with the Google Ad Grants Program? Contributor Pauline Jakober shows how you can benefit from the recent ad changes with a few creative tips and workarounds.
This past December, Google communicated changes to its Google Ad Grants program. If you’re a nonprofit or an agency working on behalf of nonprofits, these changes may apply to you.
Some of the changes are good, but others may create new challenges for you. In this article, I’m going to briefly walk through some of the new rules and then detail a few strategies and creative workarounds you can use.
Google Ad Grants program changes
There are numerous changes to the Google Ad Grants program. Here are some of the highlights:
- Lifting of the $2 bid cap when campaigns use the maximize conversion setting.
- The requirement to maintain a minimum 5 percent click-through rate (CTR).
- Nonprofits can’t bid on branded keywords they don’t own.
- Keywords must have quality scores of 3 or higher.
- Campaigns must have at least two active ad groups with at least two ads running in each.
- Accounts must have at least two sitelink ad extensions.
- Accounts must have geo-targeting.
- Most single-word keywords are prohibited.
Perhaps the most welcome change is the elimination of the $2 bid limit, which has been a point of contention for some time.