If You Use Google Ad Grants, You’ll Want To know About These Changes


By: Drew McManus

In: Marketing & Communications

There’s a terrific article by Jason King in the 1/23/2018 edition of the Nonprofit Technology Conference blog that examines how recent changes to Google Ad Grant’s terms and conditions put some users at risk of temporary account suspension.

A whole raft of new rules came into effect on the January 1st of 2018, many of which carry the risk of temporary suspension of your account. Here are some of the new policies:

  • If your account’s click-through rate (CTR) drops below 5% for two consecutive months, it will be temporarily suspended.
  • Single word keywords are banned. There is a short list of exemptions.
  • Keywords must reflect your mission and not be generic.
  • Campaigns must be geo-targeted to relevant audiences. If your nonprofit serves only the people of Seattle, don’t target the whole country.
  • Keywords with a quality score of 1 or 2 are not allowed.
  • Each campaign must have at least two ad groups.
  • Your account needs at least two sitelinks.

There won’t be immediate suspensions. Instead, you’ll be sent warnings and given a date by which to make your account compliant.

Be sure to read the entire article as King does an excellent job at diving into the “why” behind Google’s decision and how it’s likely to be a very good thing for your organization.

Read Don’t lose your Google Ad Grant Article at NTEN.org

Drew McManus
Drew McManus
In addition to my consulting business, I'm also the Principal of Venture Industries Online but don’t let that title fool you into thinking I'm just a tech geek. I bring 20+ years of global broad-based arts consulting experience to the table to help clients break the cycle of choosing one-size-fits-none solutions and instead, deliver options allowing them to get ahead of the tech curve instead of trying to catch up by going slower. With the vision of legacy support strategy and the delights of creative insights, my mission is to deliver a sophisticated next generation technology designed especially for the field of performing arts. The first step in that journey began in 2010 when The Venture Platform was released, a purpose-designed managed website development solution designed especially for arts organizations and artists. For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, lead a team of intrepid arts pros to hack the arts, lead an arts business incubator, and love a good coffee drink.
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