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All the Google Ad Grants rule changes, listed in one place

January 12, 2018

As of 1/25/2018, Google has changed the rules of their Ad Grants program, part of Google for Nonprofits. Beginning March 1st, 2018, non-compliant accounts will be suspended until they fix the issue and request reinstatement from Google. These changes are massive, and will undoubtedly affect your nonprofit. They are listed below for your information. Use this post as a checklist to make sure your Adwords account is in compliance; it will be updated with any new changes.

Adwords account structure & performance

  • Ad Grants Adwords accounts must maintain a 5% click-through rate (CTR) each month.
    • You will receive a notification in Adwords if your account is in jeopardy.
  • If the 5% standard isn’t met for two consecutive months, the account will be cancelled.
  • Ad Grants accounts must have geo-targeting to show ads in relevant locations.
  • Ad Grants accounts must have:
    • At least 2 active ad groups per campaign each containing a set of closely related keywords and 2 active text ads
    • At least 2 sitelink ad extensions
  • The following groups of keywords are off-limits:
    • Keywords with a Quality Score of 2 or less
    • Overly generic keywords like “free videos”, “e-books”, “today’s news”, “easy yoga”, “download games”, “job alert”, names of places and  names of historical events/people
    • Branded words that you don’t own like “Urban Outfitters”, “Google”, or any competitor’s branded words
      • This likely includes brand terms of affiliated organizations, too, even if they’re partners with you.
    • Single-word keywords excluding your own branded words, recognized medical conditions, and these excepted keywords:
      • donate
      • donation
      • ngo
      • ngos
      • nonprofit
      • nonprofits
      • charities
      • homeless
      • homelessness
      • MOOC
      • suicide
      • abuse
      • abused
      • abuser
      • molester
      • molestation
      • rape
      • trafficking
      • addiction
      • stigma
      • bullying
      • bully
      • bullied
      • cyberbullying
      • abortion
      • adoption
      • Terms with dashes, periods, or special characters are not treated as single-word keywords

Ad Grants Engagement Survey

  • Your nonprofit will be required to complete the annual Ad Grants survey.
    • The survey will be sent to the admin email addresses in your account. Make sure you are opted in to email notifications from Adwords.
    • Complete the survey if your account is suspended for missing the deadline. It will trigger a reinstatement process

Website standards

  • Your ads may only point to the domain approved during your application process, and domains added via the additional domain request form.
  • Your organization must own the domain linked from your ad.
  • Your website must be functional and high-quality
    • Your site must have a robust and clear description of your organization and mission. Each webpage must have sufficient information for visitors to understand your organization’s purpose.
    • Your website must function well and not contain broken links.
    • Your ads, keywords, and website may not make claims that promise results after a consultation, service, or purchase. Claims on your website must cite verifiable references to provide transparency to users.
  • Your website can’t be dedicated to commercial activity
    • Commercial activity must not be the main purpose of your website. This includes sales of products and services, consultations, lead generation, and providing referrals.
    • Any limited commercial activities must support your non-monetary mission.
    • If your organization charges for products or services, your website must describe how your organization uses funds, for example, by disclosing an annual report.
  • Your website must have little-to-no ads
    • Advertising on your organization’s website must be relevant to your mission and not be obtrusive to users.
    • Your website may not host Google AdSense ads or affiliate advertising links. If you’re required to link to an AdSense account to receive payments for the Android market, you’re eligible as long as you don’t display AdSense ads on your website.

 

What to do now

If you’re having trouble meeting these requirements, switch your account to Adwords Express until you’ve solved all the issues. You can do this yourself or by calling Adwords support.

In the next week I’ll publish a guide on how to best manage your Ad Grants account to meet these new requirements, so sign up for blog updates here:

Comment with any questions below and I’ll answer them as best as possible.

Sources:  Account management policy, website policy, mission based campaigns, Ad Grants single keyword exceptions, Google Ad Grants terms and conditions

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