Maintaining eligibility for Google Ad Grants is crucial for continued access to this valuable resource. Compliance with Google’s guidelines and monitoring key performance metrics are essential aspects of this process.
Compliance Requirements:
- Adherence to Google Ads Policies: Nonprofits must comply with all Google Ads policies, including those related to prohibited content and advertising practices.
- Active Account Management: Google requires regular activity in the Ad Grants account. This means actively managing campaigns, adjusting strategies, and responding to changes in performance.
- Relevant and High-Quality Keywords: The use of relevant, specific keywords is essential. Single-word keywords (except for approved exceptions) and overly generic terms are not allowed.
- Website and Ad Alignment: Ads must closely align with the mission and content of the nonprofit’s website, leading to relevant landing pages.
Key Performance Metric Requirements:
- Click-Through Rate (CTR): A minimum of 5% CTR each month is required to maintain eligibility. This metric indicates the effectiveness of ad copy and keyword relevance.
- Conversion Tracking: Implementing conversion tracking through Google Analytics 4 is necessary to measure the impact of ad campaigns and understand user behavior. The account must report at least 1 conversion per month.
- Quality Score: Keywords must maintain a quality score of at least 3, which considers factors like ad relevance and landing page experience, are important for ad visibility and campaign efficiency. You can create a daily automated rule in Google Ads to pause non-permitted keywords with a quality score of 1 or 2.
Regularly reviewing these compliance requirements and performance metrics ensures that nonprofits can continue to benefit from the Google Ad Grants program without interruption.