Why Choose An Agency to Manage the Google Ad Grant?

Google Ad Grants offer a fantastic opportunity for nonprofits to reach a wider audience and raise awareness for their cause. But managing an Ad Grant campaign effectively requires ongoing attention and expertise in Google Ads policies and best practices, ensuring you are aligning with Google’s Compliance Guide.

This can be a challenge for many nonprofits, especially those with limited staff or resources. 

That’s where a qualified agency can step in (like Cause Inspired) and take the reins, ensuring your Ad Grant reaches its full potential.

The Challenges of Maintaining Compliance

• Staying Up-To-Date on Ad Grant Policies: Google Ad Grants policies are complex and constantly evolving. Staying up-to-date on the latest changes to ensure your campaigns are always compliant can be overwhelming.
• Creating High-Performing Campaigns: Crafting high-performing campaigns requires expertise in keyword research, compelling ad copywriting, and landing page optimization. These elements can be a significant hurdle for those unfamiliar with Google Ads best practices.
• Time Constraints: Managing Ad Grants takes ongoing effort. Regularly monitoring campaigns, optimizing performance, and ensuring compliance demands time and resources that many nonprofits simply don’t have.

Are You Following Google’s Ad Grant Compliance Guide Correctly?

Navigating the intricacies of Google Ad Grants policy requires a meticulous approach. Below, we outline the crucial compliance aspects that an agency can expertly manage, ensuring your campaigns not only meet Google’s standards but also drive impactful results.

Keyword and Ad Compliance

• No Single-word Keywords: As per the Mission-based policy, single-word keywords are generally not allowed, except for your own brand or approved medical conditions. Managing these exceptions using filters to pause non-compliant keywords, while staying updated on allowed terms can be a consistent battle. 
• Avoid Overly Generic Keywords: Overly generic keywords (“free videos”) won’t attract your target audience. Identifying and replacing these with specific, intent-driven keywords requires ongoing research and expertise.
• Quality Score Requirements: Maintaining a good quality score (above 2) for your keywords is crucial, but it demands regular monitoring and adjustments.

Conversion and Click-through Rate (CTR) Compliance

• Maintain a 5% CTR: Failing to achieve this click-through-rate (CTR) for two consecutive months could lead to account deactivation. But constantly monitoring and adjusting to achieve this benchmark can be a significant time commitment.
• Accurate Conversion Tracking: Since January 2018, new accounts and those using Smart Bidding must implement precise conversion tracking. Setting up the right tracking can be complex, and ensuring it captures genuine conversions requires expertise.

The Advantages of a Cause Inspired Partnership

Partnering with a specialized agency like Cause Inspired to manage your Google Ad Grant relieves your organization of the complex, time-consuming tasks associated with compliance and optimization. Here’s how we can significantly enhance your campaign’s effectiveness and ensure it remains compliant with Google’s stringent policies:

• Compliance on Autopilot: Our team stays on top of Google’s ever-changing policies, ensuring your campaigns are compliant and avoiding account suspension headaches.
• Maximizing Your Grant: Beyond initial setup, we continuously refine your campaigns based on performance data, ensuring they remain effective and compliant.
• Fresh Eyes, Fresh Ideas: Our experience across the nonprofit sector allows us to bring innovative strategies and insights to your campaigns, making them stand out from the crowd.

By entrusting the management of your Google Ad Grants to our experts, you free up your team to focus on what truly matters—fulfilling your mission. 

Find out how our experts can advance your cause and make a greater impact.