Will These Changes Cause Your Org To Lose Its Google Ad Grant?

There’s a terrific article by Jason King in the 1/23/2018 edition of the Nonprofit Technology Conference blog that examines how recent changes to Google Ad Grant’s terms and conditions put some users at risk of temporary account suspension.

A whole raft of new rules came into effect on the January 1st of 2018, many of which carry the risk of temporary suspension of your account. Here are some of the new policies:

  • If your account’s click-through rate (CTR) drops below 5% for two consecutive months, it will be temporarily suspended.
  • Single word keywords are banned. There is a short list of exemptions.
  • Keywords must reflect your mission and not be generic.
  • Campaigns must be geo-targeted to relevant audiences. If your nonprofit serves only the people of Seattle, don’t target the whole country.
  • Keywords with a quality score of 1 or 2 are not allowed.
  • Each campaign must have at least two ad groups.
  • Your account needs at least two sitelinks.

There won’t be immediate suspensions. Instead, you’ll be sent warnings and given a date by which to make your account compliant.

Be sure to read the entire article as King does an excellent job at diving into the “why” behind Google’s decision and how it’s likely to be a very good thing for your organization.

Read Don’t lose your Google Ad Grant Article at NTEN.org

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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