Google Ad Grant Compliance & Maintenance: Keeping Your Nonprofit's Grant Active
Congratulations—you're officially using your Google Ad Grant! But keeping your grant active requires some ongoing care. Compliance might initially feel overwhelming, but it becomes manageable and routine with clear guidelines and simple practices.
Google sets specific rules to ensure nonprofits make the most out of their grants. Staying aligned with these guidelines is critical to avoiding suspension or account termination.
Essential Compliance Rules to Remember
Here's a straightforward overview of the key rules your nonprofit must follow:
1. Account Activity
Log in regularly: Check your account at least once a month.
Stay active: Regularly update your ads, keywords, and landing pages.
2. Maintain a Healthy Click-Through Rate (CTR)
Keep an average account-wide CTR of at least 5%.
3. Choose Quality Keywords
Avoid overly broad, single-word keywords (unless they're branded or explicitly allowed by Google).
Select keywords related to your mission and avoid irrelevant, low-performing terms.
4. Keep Ads and Landing Pages Relevant
Make sure your ads directly reflect your nonprofit's mission.
Landing pages should align precisely with your ads, providing clear, user-friendly information.
5. Geographic Targeting
Focus your ads only on areas relevant to your nonprofit's activities.
6. Track and Optimize for Conversions
Track valuable actions such as donations, newsletter sign-ups, or volunteer registrations.
Regularly review and improve your campaigns based on this data.
“EFM was instrumental in our early nonprofit journey, believing in our mission from the start and helping us secure the Google Grant while driving traffic to our programs within weeks of launching!”
Best Practices for Grant Maintenance
To keep your Google Ad Grant running smoothly, consider these best practices:
Monthly Audits: Review campaign performance, keyword quality, and compliance metrics regularly.
Continuous Optimization: Refresh keywords and ads often, experimenting with different messages and landing pages.
Stay Informed: Regularly check for updates to Google's policies to ensure ongoing compliance.
Need Help with Compliance?
Even careful organizations can occasionally stumble into compliance issues. If you're unsure or facing a compliance problem, don't stress—Electric Fork Media is here to help.
Reach out for a free consultation, and we'll help your nonprofit swiftly regain compliance and keep your Google Ad Grant working effectively for your mission.