Non-Profit? Don’t Lose Your Google Grant!
Google is making some changes to Google Grants for Non-Profits, which could result in you losing your Google Grant status. These changes only apply to those countries in which Google Grants is available; currently these are the US, England and Wales.
Google wants to see activity on your Google Grants account, and the changes it has brought into force are effective immediately. They are now saying that Google Ad Grantees are required to be active in the program, which as far as Google is concerned means that you must sign into your account at least once a month in order to review the performance of your campaign.
In addition, Google says that you must make at least one change to a campaign in your account (not every campaign, but one) every 90 days following a review of campaign performance. They say that all accounts can benefit from ongoing optimization – which is true, of course – and the 90 day period ensures that you make edits to improve performance on a continuing basis.
If you fail to observe these requirements, your account is subject to immediate pausing or cancellation after 90 days, without any notification to you.
- Adding, editing, or deleting keywords
- Adding, editing, or deleting ad text
- Creating a new campaign or ad group.
Google says that you can increase sales and lower costs by adding or editing keywords and by removing keywords that are under-performing. So you might increase your bid on keywords that are performing well, and at the same time remove keywords that are not producing the desired results.
You can edit keywords either one at a time or in bulk. However, you need to bear in mind that when you edit a keyword you are removing the original keyword and replacing it. This means that all your statistics for that keyword will be re-set to zero. Google gives a lot of information about editing keywords here, and if you scroll to the bottom of that page there are links to further helpful articles about using keywords.
There is also a lot of information about creating text ads for the Search Network, or display ads for the Display Network (formerly called the Content Network). Text ads may look different on the Display Network. If you wish to place ads on the Display Network you have the option to set your ad campaign to “Display Network only” or “Search Network with Display Select”. You will find further information about creating a campaign by following this link.
If you are creating a new ad for an ad group you also have the opportunity to optimize it for mobile. Simply check the “Mobile” check box by the “Device Preference” setting. If you have an ad group that contains both a standard text ad and a mobile optimized ad, the mobile optimized ad will be shown on mobile phones, while the standard text ad will show on desktop and laptop computers, and on tablets.
Of course, once you have created ads you will need to check them to see that they are appearing correctly to your audience. Fortunately, Google provide a diagnostics tool that you can use to do this.
You can also check your account stats to see if your ads are receiving traffic. Simply sign in to your Adwords account and click on the Campaigns tab. This will give you a considerable amount of information about clicks, impressions, click through rates, and more. However, bear in mind that these are not in real time, so will not show results from the last three hours.
Google also say that, while some ads run immediately before being reviewed to check that they comply with Google’s terms and conditions, others may not run until this has been done. You can check the approval position by looking at the Status column on the Ads tab of your account.
There are so many ways that your non-profit can benefit from having a Google Grant. For example, there is a program called “One Today”. At the moment this is only available in the US. This is a mobile app that connects your cause to mobile users. Each day, Google connects mobile users with projects that are likely to interest them. If your cause strikes a chord, they will donate one dollar.
Users will share the project with friends on social media, which means that a few dollars may become many. Your non-profit receives the donations monthly through Google’s partner Network for Good.
Google say that you can “leverage the power of Google” to raise awareness of your cause. They have a template you can use to spread awareness to new audiences. This only takes about ten minutes to complete, and they say that you do not need to be an IT expert. One Today helps to expand your donor base by showing to the people who are more
likely to respond with a donation, based upon their previous history. It also gives the opportunity to give your followers on Twitter, Facebook, and so on, a new way to show their support.
As a member of Google for Non-profits you can benefit from free versions of various Google products. You can get free Adwords ads to promote your website. There is a free Non-profit edition of Google Apps. There are Google Earth outreach grants.
In addition you can get special opportunities on YouTube to upload longer videos, select custom thumbnail images, and put a call-to-action overlay on your videos.
As a Non-profit it would be a great shame not to take advantage of all these opportunities. Remember to protect your Google Grants status by adhering to the new guidelines. One thing to note is that Google actually do say that if your account has been paused or canceled as a result of not abiding by the 90 days rule, they will let you apply to the Google Adwords team to have the opportunity of re-instating it. However, you will have to stick to the new requirements from then on.