This piece is written by Classy partner, Community Boost Consulting.
At the end of 2017, Google announced substantial policy changes geared toward improving the overall quality of the Google Ad Grants program. As such, many nonprofits need to improve and optimize their organization’s $10,000 per month Google Ad Grant account in order to ensure compliance and continued activation.
Here at Community Boost, our team manages over $750,000 in Google Ad Grant spend and helps drive over 600,000 qualified visitors to different nonprofit websites every month.
For nonprofit leaders that are new to Google Ad Grants, the Google Ad Grant is a high impact marketing traction channel. Charitable organizations can leverage the $10,000 monthly in-kind advertising budget to drive more supporters, volunteers, and donors to their website for free. For many nonprofits, Google Ad Grants has proven to be a consistent and integral part of the marketing mix, sending upwards of 5,000 additional site visitors every month.
Many of the Google Ad Grantees we speak to feel uneasy about the recent policy changes. However, it is important to note that Google’s recent policy modifications actually improve the Google Ad Grants program long-term for the sector.
The recent changes were enacted to increase the overall Ad Grant value for both nonprofits and the people visiting their sites. The changes were certainly not rolled out to make Ad Grants more difficult or to decrease the available spend for organizations. When implemented correctly, the recent Google Ad Grants policy changes ensure a significant increase in quality and conversions for the nonprofit sector as a whole.
Google Ad Grant Suspension Prevention
To help your nonprofit navigate the changes, we created the guide below in partnership with Classy. Inside you’ll learn:
- The details around the recent changes
- How to audit your organization’s account
- Best-in-class strategies to achieve a five percent click-through rate
And, as a bonus, we’ve also included advice around Maximize Conversion Bidding Strategy, a new Ad Grant tactic. Be sure to download our free resource below to not only survive, but thrive in the midst of arguably the biggest Google Ad Grant modifications to date.