Google Ad Grant Policy Compliance: Your Complete Guide
Introduction
Are you harnessing the power of Google Ad Grants to amplify your non-profit organization's digital presence? Congratulations! But remember, with great power comes great responsibility. Adherence to Google's policies is crucial to maintaining your eligibility for this invaluable resource. In this comprehensive guide, we'll walk you through the essential compliance requirements to ensure your Ad Grants account stays active and effective.
Account Structure
At Least Two Ad Groups per Campaign: Optimize your account structure by creating at least two ad groups per campaign. Each ad group should contain highly relevant keywords tightly aligned with associated ads and landing pages. Leverage insights from your Search Terms report to identify high-performing keywords and incorporate them into your ad groups.
At Least Two Ads per Ad Group: Enhance campaign effectiveness by including a minimum of two ads per ad group. Ensure that each ad leads to a relevant landing page, and set ad rotation to optimize for individual auction dynamics, such as keywords, search terms, devices, and locations.
At Least Two Sitelinks Ad Extensions: Maximize engagement opportunities by incorporating at least two sitelinks ad extensions. These extensions offer searchers additional pathways to relevant pages on your website. Consider including links to campaign pages, donation portals, or other valuable resources tailored to your audience's needs.
Keywords
No Single-Word Keywords Allowed: Ad Grants' mission-based policy prohibits the use of single-word keywords, except for brand terms, approved medical conditions, and specific exceptions. Ensure compliance by pausing single-word keywords using filters within your account.
Avoid Overly Generic Keywords: Align your keyword strategy with user intent by avoiding overly generic terms that fail to capture search intent effectively. Examples include terms like "free videos" or "today's news." Remove or pause such keywords to maintain compliance with Ad Grants policies.
Quality Score Management: Regularly monitor your keywords' quality scores and take action on those with scores of 1 or 2. Ad Grants policy mandates the removal or pausing of keywords with low-quality scores. Consider setting up automated rules to streamline this process and ensure ongoing compliance.
Performance
Maintain a 5% Click-Through Rate (CTR) Monthly: The cornerstone of your Ad Grants compliance is achieving a minimum 5% CTR each month. Falling short for two consecutive months could lead to temporary account deactivation. Keep a close eye on your CTR and take proactive measures to optimize your campaigns for better performance.
Conclusion
By adhering to these guidelines, you'll not only maintain compliance with Google Ad Grants policies but also maximize the impact of your digital advertising efforts for your non-profit organization. Remember, compliance is key to unlocking the full potential of this invaluable resource and driving meaningful results for your cause.
If you have any questions or need further assistance with Ad Grants compliance, don't hesitate to reach out to our team. We're here to help you succeed in your mission of making a positive difference in the world.
Happy campaigning!
