PPC for Google Ad Grants Account

Get the Most out of Your Google Ad Grants. Brandomatrix is committed to helping nonprofits achieve their fundraising and outreach goals.

We are Google Ad Grants Advertising Experts

Optimizing a Google Ad Grants account can be challenging, especially when it comes to generating desired clicks and conversions. Many accounts fail to utilize even half of the allocated $10,000 monthly budget due to various reasons.

It’s important to recognize that a Google Ad Grants account operates differently from a paid ad account. There are specific limitations and restrictions, including the inability to target Google Search Networks and Google Display Networks. Additionally, manual CPC bids are limited to a maximum of $2, and there are restrictions on targeting low-quality score (QS) keywords. Furthermore, you are not permitted to target single-word keywords (barring a few) or utilize branded keywords of competitors.

ppc for grants

To overcome these challenges and maximize the impact of Google Ads Grants, follow these key strategies:

Structure your account: Organize your campaigns into themed ad groups that reflect how users search on Google. By creating specific campaigns and ad groups, you can tailor your ads to be more relevant to users’ search queries, increasing the chances of engagement.

Create effective ads: Write 3 Responsive ads per ad group that are directly related to the keywords in that group. Focus on using short, non-repetitive sentences and avoid uncommon acronyms or abbreviations. Highlight the unique aspects of your organization and services to grab users’ attention.

Choose the right keywords: Identify the keywords users would likely search to find your organization’s programs and services. Use the Keyword Planner to discover related keywords and group them together in ad groups. Be mindful of the default broad match option and consider negative keywords to avoid displaying ads for irrelevant searches. Google wants you to avoid targeting too generic keywords.

Filter Out Low QS Keywords: Each keyword in Google Ads is assigned a quality score, and Google considers scores below three to be indicative of low quality. It is important to review your keyword lists and ensure that all selected keywords maintain a minimum score of three or higher. To keep the Ad Account Google Ads Grants Policy Compliant, make sure you create automated rules to filter out such keywords.

Track user actions: Utilize Google Ads or Google Analytics to track user actions after clicking on your ads. This data will help you understand user behavior on your website, such as browsing, newsletter sign-ups, or donations. Use this information to optimize future campaigns.

Track and Link All Important Conversion Actions: It is also very crucial that you have identified and defined all important conversion goals on your website and ensure that they are linked to your Google Ads Grants Account.

Automatically set bids: Automating your bids with Google Ads can save time and improve performance. Consider using bidding strategies like Maximize Conversions, Target CPA, or Target ROAS to maximize your campaign’s effectiveness. Aim to maintain at least a 5% click-through rate (CTR) to demonstrate the value of your ads to Google.

In addition to these strategies, ensure that you meet certain requirements, such as maintaining a quality score of three or higher for your keywords, creating at least two ads per ad group, using sitelink ad extensions, and completing Google’s annual survey for feedback and improvement.

By implementing these optimization techniques, you can enhance the performance of your Google Ads Grants account, increase visibility, and drive meaningful conversions for your organization.

Why Choose Brandomatrix as Your Google Ads Grants PPC Agency?

At our PPC agency, we offer a distinct level of expertise in managing PPC Grants campaigns. With a decade of experience in nonprofit management for Google Ad Grants, we have the knowledge to design campaigns that align with your objectives and go above and beyond.

Once you grant us access to your Google Ad Grants account, we take on the responsibility of day-to-day ad campaign management. This allows you to focus on your organization as a whole, knowing that we will diligently monitor the performance of your charity PPC, make necessary adjustments, and provide you with regular reports on the campaigns’ weekly performance. These reports will offer valuable insights into what is working and the reasons behind it. We ensure that you get the most relevant search queries clicking your ads and you reach you monthly conversion goals.

If you would like to learn more about how our expert team of Google ads for nonprofits can support you with Google Ad Grants, feel free to reach out to us without hesitation. Schedule a FREE One-hour-Session with our Expert PPC Consultants.

Google Ad Grants Accounts’ Rules and Regulations

Google Ad Grants have specific rules and regulations for the participating nonprofit organizations. These rules are in place to ensure that the grant was used effectively and that the ads provided a positive user experience. Here are some key points to keep in mind when managing PPC (Pay-Per-Click) campaigns for grant accounts:

Tricks and Tips for AdWords Grant Accounts

$2.00 Maximum CPC Bid: If you manually want to set the CPC bid for a keyword, you cannot bid more than $2.00 USD.
5% Click-Through Rate (CTR) Requirement: To maintain eligibility for the grant, your account must maintain a minimum 5% CTR across all campaigns.
No Display Network: Ad Grants accounts are limited to running ads on the Google Search Network only. Display Network campaigns are not allowed.
No Use of Google Grants for Youtube Ads: Google Grants cannot be used for advertising on YouTube.
No Commercial Advertising: You cannot use Google Ad Grants for promoting products or services, except for free offerings, donations, or events related to your nonprofit.
Account Performance and Monitoring: You must actively manage your Ad Grants account. Inactivity for extended periods could lead to account suspension.
Keyword Quality and Relevance: Your keywords must be highly relevant to your nonprofit’s mission and the content on your landing pages.
No Single-word Keywords: Bidding on single-word keywords is generally not allowed. Keywords should be specific and relevant phrases.
Prohibited Content: Certain types of content are not allowed, such as promoting hate speech, violence, illegal activities, tobacco products, weapons
Site Policy Compliance: Ensure that your website complies with Google’s policies and guidelines, including the Google Ads Policy and the Google Ad Grants Program Policy.
Relevant Landing Pages: Your ads must link to meaningful and relevant landing pages on your website. Avoid sending users to irrelevant or unrelated pages.
Geographic Targeting: If your organization operates in specific locations, you can use geo-targeting to focus your ads on audiences in those areas.

All About Google Grant

Google Grant is a distinctive program provided by Google that offers qualifying nonprofit organizations free advertising credits to use on Google Ads. It is designed to support these organizations in raising awareness for their noble causes, reaching a broader audience, and promoting their initiatives on the Google search platform.

Eligibility: To be eligible for Google Grant for non-profit account, an organization must be a registered nonprofit organization in good standing in the country where they operate. Additionally, they have to meet certain criteria including having a well-structured website with relevant content.
Ad Credits: After getting the approval for the program, nonprofit organizations receive a monthly advertising budget of up to $10,000 in Google Ads credits. These credits can only be utilized to run text-based ads on the Google Search Network.
Campaign Objectives: Nonprofit organizations can use Google Grants to build awareness, promote events, increase donations and fundraising initiatives. The objective is to drive relevant traffic to their website and increase their online visibility.
Ad Restrictions: Google Grants have some limitations compared to regular paid Google Ads accounts. For example, one can not run Google Display or video campaigns, and the maximum cost-per-click (CPC) bid is limited to $2.00 USD.
Ad Performance: To maintain eligibility for the program, Grant campaigns a minimum click-through rate (CTR) of 5% for the account.
Geographic Targeting: Nonprofit organizations are free to target their ads to specific locations, which actually ensures that their messages reach the right audience in their targeted locations.
Impact and Benefits: Google Grant can have a comprehensive and significant impact on a nonprofit organization’s online presence. They can easily reach a wider audience without any significant advertising costs.
Application Process: Nonprofit organizations interested in having grant program require to apply through the Google for Nonprofits website and the process may vary depending on the country and region.

Google Ads Grant Campaigns FAQ (Frequently Asked Questions)

Why is manual bid capped at $2?

Cost Control: Google ensures that nonprofits don’t exhaust their grant budgets quickly on high-cost keywords.

How do I check the quality score?

This score is measured on a scale from 1-10 at the keyword level. A higher Quality Score tells that your ad and landing page are more relevant to someone searching for your keyword.

If a single keyword is critical to my organization's objective?

To account for some of these instances, the policy excludes owned brand terms, recognized medical conditions, acronyms, and a few number of keyword exemptions.

Do I lose my Grantspro status, incase I don’t spend $10,000 per month?

No. There is actually no policy related to spending a certain amount.

Can I have an Ad Grants account and a standard, paid Google Ads account Simultaneously?

Yes, One can have a standard account as well. Actually it’s a great way to extend positive impact and have additional features like remarketing, image ads, and video ads.

Do Ad Grants campaigns compete with paid Google Search campaigns?

No, Ad Grants ads appear only on Google search results pages, either independently or below paid ads.

Can I have more than 2 ad groups or more than 2 ads?

Yes, Two ad groups/two ads are the minimum policy requirement.

Is there a minimum number of conversions needed before implementing Maximize Conversions bidding strategy?

No, no minimum number is required.

Why doesn’t my ad show much in Ad Grants?

There are many possible reasons, but in addition to basic account troubleshooting including keyword expansion, optimization and automated bid testing, if your ads are of low quality score, Ad Grants can restrict traffic.

Need An Emergency Help for Google Ad Grant?

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