Google offers an Ad Grant to eligible nonprofit organizations, providing up to $10,000 per month of free advertising on Google Ads. Staying compliant with Google's policies and requirements is crucial to continue benefiting from this grant. 

💡 This guide is based on Google’s Ad Grants Policy Compliance Guide, which is subject to change. Should an update be released, we aim to update this guide as soon as possible.

Here's a detailed guide on the essential compliance rules and potential remedies for issues:

Account Structure

While having multiple ad groups can be beneficial, Google Ad Grants no longer requires a minimum of two ad groups per campaign. Focus on creating ad groups that are tightly themed around specific keywords and landing pages to maximize relevance and performance.

Remedy: Focus on creating highly relevant ad groups that are tightly themed around specific sets of keywords and corresponding landing pages. This will improve ad relevance, quality scores, and overall campaign performance. Regularly review and refine your ad group structure as needed to maintain optimal relevance and performance.

Use Sitelink Extensions

Sitelink extensions are links that appear below your ads, leading viewers to specific pages on your website. These could include contact information, event pages, or a donation page.

Remedy: Add sitelink extensions via your Google Ads account to enrich your ads and provide additional valuable information to users.

Use Only the Best Words

Google mandates multi-word keywords to enhance user experience and display only relevant ads to searchers. A keyword like "water" might be too broad and irrelevant for specific search queries. Instead, opt for "water conservation" or "how to save water."

Remedy: If you currently use single-word keywords, expand them into more relevant, multi-word phrases. Do some Googling to see examples of what people are searching for, or use a keyword analysis tool. 

➡ RECOMMENDED READING: Google Ad Grant Website Criteria

While low-quality scores can indicate issues, pausing keywords with a score of 1 or 2 is not always necessary. Instead, focus on improving the overall relevance of your ad groups, ads, and landing pages. Consider adjusting keyword match types, refining ad copy, and ensuring that landing pages directly address the user's search intent.

Remedy: Regularly review keywords with low-quality scores (1 or 2). Before pausing them, analyze the reasons for the low scores. Consider adjusting keyword match types, refining ad copy to better align with the keyword's intent, and optimizing landing pages to ensure a seamless user experience. Continuously monitor keyword performance and make data-driven adjustments to improve quality scores over time.

Serve Your Ads to the Right People & Places

Your ads should only appear in areas where your organization operates or where the content is relevant. Google has safeguards in place to prevent irrelevant geographical ad placements.

Remedy: Adjust your geo-targeting settings to align with your service areas, whether they're as broad as a country or as specific as a zip code.

Your CTR Must Be At Least 5%

While a 5% CTR is the minimum requirement to maintain your Ad Grant, aiming for a higher CTR is always beneficial (and, often, very realistic). Higher CTRs indicate that your ads are relevant and engaging to users, which can lead to more clicks and conversions. Continuously monitor and optimize your campaigns to improve your CTR, even if you meet or exceed the 5% threshold.

Remedy: Continuously monitor your campaign's CTR. Analyze ad performance, experiment with different ad copy variations, and ensure your keywords and landing pages are highly relevant to the user's search query. Focus on creating compelling ads that entice users to click and learn more about your organization's mission and offerings.

Track What Matters

Google encourages nonprofits to track meaningful conversions—or the desired actions you want users to take on your website, such as filling out a form, signing up for a newsletter, or making a donation. To enable conversion tracking, Google Analytics should be installed on your website.

Remedy: Ensure your website's Google Analytics is correctly set up and your conversion goals align with your objectives. If conversions are low, reassess your ads or landing pages.

Your Feedback Is… Required

Google requires you to complete an annual survey about your experience with the program. Failure to do so can result in suspension.

Remedy: Complete the annual survey promptly when it arrives. If you missed it, contact Google Ad Grants' support for assistance.

Keep Your Account Up-to-Date

The Google Ad Grants program no longer requires monthly logins or changes. However, it's still important to regularly monitor your account's performance, make data-driven optimizations, and ensure that your campaigns are actively generating results to maximize the grant's benefits. Regularly logging in also ensures that there is always someone with access to your account, which is crucial for maintaining active users and ensuring your campaigns run smoothly. Additionally, having multiple active users on your account will ensure that someone is always available to access and manage your campaigns, preventing any disruptions due to staff changes or unforeseen circumstances.

Remedy: While frequent logins and changes are no longer mandatory, make it a habit to review your account's performance regularly. Analyze data, identify trends, and make data-driven optimizations to your campaigns. This proactive approach will ensure that your Ad Grant is being utilized effectively and generating meaningful results for your organization.

Google's compliance rules help ensure the effectiveness of your campaigns and the integrity of the Ad Grants program. By regularly paying attention to these key areas and implementing the remedies above, your nonprofit can continue to reap the benefits of this generous Google offering.

Need a hand? Connect with us to learn how Good Dog Strategies can help you get the most from your Google Ad Grant.