5 Factors Google Uses to Determine Whether They Give Out Ad Grants to Non-profits

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Google Ad Grants is a program that provides free advertising to eligible non-profits to help them promote their missions and initiatives online. While the program is a great opportunity for non-profits to reach a wider audience, it’s important to note that not all non-profits are eligible for the grant. Let’s discuss the five factors that Google uses to determine whether they give out Ad Grants to non-profits.

Factor 1: Eligibility

Before anything else, a non-profit must meet the eligibility requirements set by Google to qualify for an Ad Grant – and listing in Google’s sponsored results. Some of the basic eligibility requirements include having valid charity status, being registered with TechSoup, and having a functioning website with relevant content. Additionally, non-profits must agree to Google’s Non-profit Terms and Conditions and have a current and valid nondiscrimination policy.

Factor 2: Account Maintenance

Once a non-profit has been approved for an Ad Grant, Google monitors their account to ensure that it is being actively managed and maintained. Non-profits must adhere to Google’s account maintenance requirements, which include logging in and making changes to their account at least once a month, complying with the program policies and guidelines, and keeping their account information up to date.

Factor 3: Quality Score

Google uses Quality Score to determine the relevance and effectiveness of an ad campaign. Quality Score is based on factors such as click-through rates, ad relevance, and landing page quality. To maintain eligibility for the Ad Grant, non-profits must maintain a minimum Quality Score of 2 out of 10 for all keywords in their account. This means that non-profits must focus on creating high-quality ads that are relevant to their mission and target audience.

Factor 4: Ad Performance

One of the key factors that Google uses to determine eligibility for ad grants is click-through rates (CTR). CTR is a metric that measures how many times people click on an ad after seeing it. Google considers a higher CTR to be a good indication of the ad’s relevance and usefulness to users.

To qualify for ad grants, a non-profit must maintain a minimum CTR of 5% across all their ad campaigns. This means that at least 5% of the people who see the ad must click on it. However, Google recommends that non-profits aim for a CTR of at least 10% to ensure that their ads are relevant and engaging to users.

Factor 5: Policy Compliance

Finally, Google takes policy compliance very seriously. Non-profits must adhere to Google’s program policies and guidelines, as well as the Ad Grants specific policies. Violations of these policies can result in suspension or termination of the Ad Grant account. Some common policy violations include using prohibited keywords, promoting inappropriate content, and promoting products or services that are not related to the non-profit’s mission.

Eligibility, account maintenance, quality score, ad performance, and policy compliance are all crucial factors that non-profits must pay attention to in order to maintain eligibility for the grant. By following these guidelines, non-profits can make the most of their Ad Grant and effectively promote their mission and initiatives online.

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