Last December, Google announced that there was to be changes to its Google Ad Grants program. Are you a nonprofit? Are you heading up an agency that works on behalf of nonprofits? If the answer is yes to either of these, these changes could apply to you.
There are numerous changes to the Google Ad Grants program. Here are some of the highlights:
- Lifting of the $2 bid cap when campaigns use the maximize conversion setting.
- The requirement to maintain a minimum 5 percent click-through rate (CTR).
- Nonprofits can’t bid on branded keywords they don’t own.
- Keywords must have quality scores of 3 or higher.
- Campaigns must have at least two active ad groups with at least two ads running in each.
- Accounts must have at least two sitelink ad extensions.
- Accounts must have geo-targeting.
- Most single-word keywords are prohibited.
Just like with some updates, this could be both good and bad. Some changes might give some others come brand new challenges. In a Search Engine Land article written by Pauline Jakober, she briefly walks through some of the new rules, where then she details a few strategies and creative workarounds that others can use for themselves.