Case Study: 501(c)3 Google Grant Compliance For Newly Released Ad Grant Guidelines and Restrictions
Macon Raine helped our 501(c)3s become Google Grant Compliant for the newly released Ad Grant Guidelines & Ad Grant Restrictions to avoid Ad Grant suspension.
Opportunity / Challenge
At the end of December 2017, Google for Non Profits announced new guidelines going into effect January 1st, 2018 for recipients of the Google Ad Grant.
Macon Raine restructured the ad grant management strategy for 501(c)(3) accounts to align with the new grant requirements to prevent ad grant suspension.
Our approach consisted of developing a new Adwords strategy that included a keyword strategy in line with new requirements, as well as, optimizing for performance and Click Thru Rate (CTR). All requirements outlined by Google were implemented and our 501(c)(3) clients were able to take advantage of the Maximized Conversion option to remove the previous $2.00 cap per keyword click they were experiencing.
All clients were in compliance with all new basic requirements related to structure, keywords, sitelinks and creative by January 1st. Ad grant accounts were then placed into daily monitoring and maintenance to achieve and then surpass the minimum 5% CTR requirement.
- 501(c)(3) clients are experiencing an average upwards of 20.19% CTR on niche campaigns
- Smart Goals have been enabled for Maximized Conversion Bidding
- 501(c)(3) clients are able to bid on keywords previously out of their reach – we are seeing bids for $65.00 top tier keywords that convert
- Grant spend is increasing naturally
- More relevant traffic is being driven to websites from niche campaigns leading to higher conversion rates and measurable ROI
Macon Raine can assist your organization with your Google Ad Grants Compliance and Management.
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New to Google for Non-Profits? Here’s How To Get Started.
Step 1: Tech Soup For Non Profits
Google uses TechSoup to confirm that all organizations applying to Google for Nonprofits are charitable nonprofit organizations in good standing. TechSoup is a nonprofit with local partners around the world. Their mission is to equip non-profit, non-governmental organizations with technology solutions and skills.
Step 2: Google For Non Profits
The Google for Nonprofits Program offers eligible organizations access to Google products and special features designed for nonprofits. These tools help nonprofits find new donors and volunteers, work efficiently, and drive more awareness and action for 501(c)(3)s.
Step 3: Setup AdWords & Ad Grant Enrollment
Imagine what your non profit could do with $10,000 USD of paid advertising every month from Google AdWords. You could find more volunteers, get more donations, raise awareness, educate, and share your story with the right audiences everywhere.
Before enrolling in Ad Grants, you must establish a new AdWords or AdWords Express account that meets certain requirements. Confused or need help? Give us a call.
Step 4: Launch & Management
Once we’ve launched the AdWords Ad Grant account for your 501(c)(3), we’ll have a 30 minute discovery meeting with you to discuss strategies that will benefit your 501(c)(3) and how you can best utilize your grant. We’ll put together a successful strategy to fast track your initiatives and build out your campaigns. We provide in depth keyword research on you and your competitors and we will work with you to maximize your $10K per month ad grant spend and find true value for your non-profit.
Ad Grant Restrictions
There are certain restrictions that come with the Google Grants program, including new restrictions as of January 1, 2018, but Macon Raine is experienced in launching, growing, and maxing out the monthly grant of $10K/Month. Some of the program restrictions include daily budgets are set to $329.00 USD, costs-per-click are limited to a max bid of $2.00, keyword only (search network) campaigns, and only text ads. Learn more about all Google Ad Grant restrictions here: https://support.google.com/grants/answer/1689506