Скачать или смотреть How to Avoid Ad Grant Suspensions in 2020

The Google Ad grant compliance is a moving target but the value for Nonprofits that get access to $10k per month is search advertising is super valuable. Nonprofits that don't follow the guidelines of the Ad Grant risk getting their Ad Grant Suspended, pausing all spending which can really hurt marketing efforts.

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Google Ad Grant Account Management
The current policy requires Ad Grant accounts to maintain:

Minimum 5% CTR account-wide. Accounts will be suspended after 2 consecutive months with a CTR below 5%.
Minimum keyword quality score of 2
Minimum 2 ad groups per campaign
Minimum 2 ads per ad group
At least 2 sitelink ad extensions
Ad Grant Keyword Restrictions
Organizations advertising with a grant account are not permitted to bid on:

Branded keywords not owned by the organization (like “YouTube” or “Google”, or names of newspapers and other organizations)
Single-word keywords (excluding branded words, medical conditions, and other exception keywords)
“Generic” keywords like “free videos” or “today’s news”