Ad Grants are a new way of getting paid by Google to promote your app. The rules are very complex and Google has a lot of information to help you get it right. However, this is a complicated area and requires a lot of research. We have put together a guide that provides what we believe is the most important information for you to follow.
This week the FTC announced that Google has been granted consent by the FTC to continue the advertising program known as Google Ad Grants. As part of the program, Google will offer a $500,000 bounty to any and all eligible website owners who meet the eligibility requirements.
With the recent launch of the Marketplace, Google Ad Grants have become a much more valuable asset to content publishers. When a publisher receives an Ad Grant, they are given a percentage of all YouTube revenue for that ad’s time on the site. While ad Grants are intended to be used in a shareable manner (e.g. distributing the money to multiple sites), they can also be used to pay for multiple large campaigns.
For non-profits looking to reach new audiences, Google offers non-profits advertisers up to $10,000 per month to support their cause. This equates to a daily expenditure of $333 (based on 30 days per month), which many charities and others find very helpful. You probably already know who qualifies for the bill. For example, the grant is not intended for educational institutions such as universities, governmental or political organizations, or hospitals. If you are creating an account or running campaigns for a Google Ads Grant account, you may have noticed that the ad fulfillment requirements are more stringent. These policies are designed to make advertising useful to Google users, and violating them can lead to the dreaded deactivation of your account. Read on to learn more about Google’s advertising policy (starting in 2020) and tips for complying.
Know Google’s mission-oriented policies
If you have a Google Ads charity account, Google’s rules for that account more or less mirror their policies. What does that mean? Essentially, relevance. Google wants to make sure that the ads and keywords you use in your account are relevant to your business. For those of you who already regularly manage Google Ads accounts, this may not be such a foreign concept. You may know that quality metrics are based on consistency between your keywords, ads and landing pages. It’s pretty much the same concept as a nonprofit account, but a little stricter compared to a paid account. The easiest way to stay in line with Google’s mission-driven policy is to think of the user and ask yourself the question: Will people searching on my keywords find the organization’s website useful? And does my ad match what the user is looking for?
Avoid keywords that are too general
According to Google’s ordering policy, keywords that are too general are not accepted in the Ads Grant account. Again, Google wants to make sure your ads are delivered to the most relevant audience. This seems obvious, but paid bills often take precedence over grant accounts, making it difficult to fully use the allocated budget. With a budget up to $10,000 per month, it can be very tempting to run ads for slightly broader keywords, just to get the most out of your budget and reach the most people. Remember, quality is usually better than quantity when it comes to attracting traffic.
Avoid single-word headwords
One-word keywords are also considered a violation of Google’s guidelines. Those of you who already manage Google Ads accounts may already know that one-word keywords should be avoided, as they are quite broad and can generate a lot of irrelevant traffic. Not only is this bad for the quality of your traffic, but it can also get you in trouble with Google. If you are currently using an Ad Grants account with one-word keywords, it is best to suspend it. A quick way to do this is to filter the list of keywords to exclude all keywords with a space in the keyword text, highlight all terms in the list and stop them. There is a list of keywords that are excluded from the one-word rule. You can find this list on Google Support. Remember, if you want to use these keywords in your account, they must be relevant.
You must have a CTR of at least 5%
To clarify: This is a CTR (click-through rate) on a per-account basis, equal to 5%. If you z. B. if you have an ad that gets a 2% CTR, but is offset by ads that get an 8% CTR, you won’t necessarily be penalized, but you may have to watch out for an ad that doesn’t perform as well. Again, you can consider scripts or rules to automatically suspend these actions. However, you can see that CTR-based rules don’t give a fair chance to new ads and keywords. It’s probably best to manually check ads and keywords and eliminate low CTRs.
Removing quality scores of 2 or less
If you already manage Google Ads accounts, you’re probably already used to working on your quality metrics. If you are using Ads Grant, you need to make sure that your keywords have a quality score of at least 3, otherwise your ads may be disabled. In an ideal world, a quality score of 2 or less would not be a problem for your account, but this can sometimes happen for various reasons. However, it may be useful to apply an automatic rule or script to automatically block keywords that fall below a quality score of 3 – this is always better than disabling the account. To do this, just highlight all current keywords, create an automatic rule and set it to pause keywords when the quality score drops below 3. The problem, of course, is that this rule does not apply to you when you add new keywords to the account (unless you recreate the rule every time you add new keywords). It might be worth considering adding a script to help you with this task. If you’re not sure how to create a script, a quick Google search can find scripts for others to share. These scripts can be: a script that alerts you when the quality scores drop below 3, or a script that automatically pauses them for you.
You need one change per month
Google Ads wants to see one conversion per month to make sure conversion tracking is working. If you find that your conversions fall below the threshold of 1 per month, you can try the following:
- If conversions are low due to low traffic, look for other relevant keywords to add to your account to increase those numbers. Keep in mind that it can be difficult to spend money on an Ads Grant account, so you may end up with a fairly large number of keywords.
- Consider additional conversion goals if possible. Track z. B. Phone calls, installation of Google Tag Manager and start of email link tracking, etc.
There are exceptions to this rule; if your account was created before January 2018 and you are not using smart trading strategies, your account will not be locked for less than one turnover per month. Either way, you need to track conversions, and you’ll probably aim for more than one per month.
Create at least 2 Sitelink extensions
You’ll want to highlight relevant and useful pages in your site’s link extensions anyway, but the ad subsidy policy requires at least two. Again, it may be best to create several of these ads whenever possible to see which ones people click on and find most useful.
You need 2 ads per ad group and 2 ad groups per campaign
This rule doesn’t need much explanation, as you’re probably used to creating ad groups with more than one ad (ideally 3+) for split testing purposes. Of course, you have to be careful not to include too many ads in the group, otherwise it could be difficult to perform split tests. Again, it’s probably already common practice to have multiple ad groups in the same campaign to make sure your keywords are relevant to the ad. For the ad subsidy, make sure there are more than 2 ads per campaign.
Responses to the annual survey programme
Google requires anyone with an Ads Grant account to complete the program’s survey at least once a year. You can find the survey here and it doesn’t take long to fill out. This is not really a right, because your organization gets free publicity. Try to keep this in mind. It may help to add an annual reminder to your calendar.
So that’s the current list of rules for Google Ads grants in 2020. It’s worth keeping your ears open and watching for updates. The rules have changed over the years (anyone remember when you had to hit 1% CTR? Or bid up to $2 when you could only bid manually?) For the most part, the rules reflect the work you normally focus on anyway: Relevance, usability for people searching for your keywords, and getting quality conversions.The Google Ad Grants program is a part of Google’s self-serving AdWords program. The basic gist of the program is that if you want to use Google AdWords and you meet certain requirements, you may be qualified for grants. The requirements are fairly straightforward and easy to meet, and most of them are pretty interesting.. Read more about google ads grant rules and let us know what you think.
Frequently Asked Questions
How do I manage Google Grants?
Over the course of a year, Google Grants—formerly called CDP (Campaign for Digital Progress)—will run a series of campaigns to help nonprofits, schools, and organizations run their own campaigns to increase their digital presence. Google Grants are designed to help organizations reach their entire audiences to raise awareness and funds for their cause. When you apply for Google Grants, you will come to Google Grants for advice on what type of campaigns would be best for you Google Grants are a new way of giving money to the public, and are now available to all brands and organizations, not just software developers. Discovering what grantmaking is and how it works, as well as the rules and requirements, is an important first step in understanding how to use it.
How do Google Ad grants work?
Each month, Google makes available a set of ads to help you better understand how to use your website. We refer to these ads as the Google Ad Grants. The groups they serve are referred to as “sites”, and we call this site “your website”. Google provides you with a list of keywords for your site, and if your site is an ad-supported site, Google will provide you with a set of ads that are relevant to these keywords. Google also provides the technical guidelines for your website depending on your level of compliance with the rules of the Google Ad Grant program. Google Ad Grants are the holy grail of paid search advertisements, giving advertisers a chance to get their sponsored links to show up in Google’s search results. They’re one of the best ways to get top rankings for an advertiser’s content or product, and Google pays out a generous amount of money for getting them. The Grants aren’t easy to get, though, because Google keeps tabs on everyone who has them.
Who is eligible for Google Ad Grants?
Google recently launched their new Ad Grants program, which offers eligible publishers monetization for their Android and iOS apps. For the most part, this is a great move for the Ad Grant program. It offers publishers an easy way to make money via their mobile apps, and will definitely help to grow the mobile ad market. The Ad Grants program offers monetary rewards for publishers who use Google AdSense to monetize their content. The program is a valuable resource; after all, who would be able to afford to purchase ad space on an entire website that by default, does not have advertisements? Publishers that use AdSense to monetize their content are eligible to apply for the Ad Grants program.
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