Google Ad Grants, the super-generous $120,000-of-free-advertising-a-year program, has recently announced new requirements. And it means that some not for profits are at risk of losing their grant.
In December, Google sent emails to account owners and updated their policies announcing the new Google Ad Grants changes. The main updates are:
The policy changes have become effective as of January 1st and if your account doesn’t achieve at least a 5% CTR for two consecutive months, your account will be canceled and you will lose your grant.
These changes pose the risk of not for profits losing $120,000 a year of in-kind advertising if not addressed immediately (or $480,000 for those on in the now-defunct GrantsPro plan). Note that NFPs can apply for account reinstatement—so the decision doesn’t appear to be binding or permanent— but that’s not something you’d want to risk.
Although the changes likely mean a fair bit of work for NFPs in the short term, they’re intended to clean up the Adwords landscape — which is ultimately good for everyone in the long term.
The end users will get more relevant and better-targeted ads, the overall Google search experience will improve, and NFPs will drive more targeted (but potentially less) traffic with a higher likelihood to convert.
Previously, Google has given NFPs an easy road with Ad Grants by allowing organisations to set up broad targeting and set-and-forget campaigns. Now, NFPs will need to dedicate more time, resources and expertise to keep their ads relevant and higher performing.
As stated in their official announcement:
“We’ve grown to proudly serve over 35,000 nonprofits and recently reviewed our policies to add clarity and raise standards of quality for our free advertising grants.”
Ok, here’s the important bit.
At ntegrity, our consultants are working closely with current clients to make sure they’re well ahead of these changes.
If you’re a Google Ad Grants recipient and need help getting your account sorted, feel free to reach out. We have three certified AdWords experts on our team who would be happy to help advise and implement the required changes.
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