# Google changes to Ad Grants terms lift $2 bid cap & block most single-word keywords - Link: https://fundraising.co.uk/2017/12/14/google-changes-ad-grants-terms-lift-2-bid-cap-block-single-word-keywords/ - Published: 2017-12-14T13:50:56+00:00 - Author: Melanie May **Google has announced changes to its Ad Grants terms including lifting the programme’s $2 bid cap, a ban on most single-word keywords and a requirement for all accounts to maintain a 5% click-through rate each month.**   The policy changes, designed to improve the quality of Google Ad Grants, were announced yesterday with Google focusing on the news that it is lifting the programme’s $2.00 bid cap when using Maximize conversions bidding. ## Advertisement   However, other changes may require some work in order to comply: its previous CTR requirement was 1% for example, and under the new 5% policy, if this requirement is not met for two consecutive months, accounts will be cancelled although Google says holders will be able to request to be reinstated once keywords have been adjusted to bring an account into compliance.   Keyword policies have also been updated. The rules now state that single-word keywords are no longer permitted except for branded words, recognised medical conditions, and a small number of specific exceptions, such as donate, donation and charities. Very generic keywords including names of places, and historical people and events are also banned, as are keywords with a Quality Score of two or less.   In addition, all accounts must also now include:   * specific geo-targeting to show ads in locations relevant to the nonprofit * At least two active ad groups per campaign each containing a set of closely related keywords and two active text ads * At least two sitelink ad extensions   All policy updates are effective as of **1 January 2018**, and the Google announcement with links to the amended sections can be [read here](https://www.en.advertisercommunity.com/t5/Google-Ad-Grants/Ad-Grants-policies-updated/td-p/1539306).   Commenting on the changes, Matt Collins from [Platypus Digital](http://www.platypusdigital.com/) said:   > “This change from Google looks like a free pass for charities to massively expand > the reach of their ads. But the pre-conditions for increasing bids beyond $2 through > maximised conversions will take work for some charities, as the conversions have > to be well tracked in the first place. > “Plus, the mission based campaign rules will actually force charities to make > their Ad Grants account better – no more low quality keywords and no more targeting > traffic from competitors. We think the new rules will ultimately lead to better > PPC work at charities.” * **[Free Google and Facebook advertising workshops for charities](https://fundraising.co.uk/2018/05/10/free-google-facebook-advertising-workshops-charities/)**( 10 May 2018) * **[Pay per click firm offers pro bono services to charity](https://fundraising.co.uk/2018/06/18/pay-per-click-firm-pro-bono-services-charity/)**( 18 June 2018) * **[Google.org announces winners of AI Impact Challenge](https://fundraising.co.uk/2019/06/13/google-org-announces-winners-of-ai-impact-challenge/)**( 13 June 2019) ![Loading](https://fundraising.co.uk/wp-content/plugins/page-views-count/ajax-loader- 2x.gif) ## Comments ### By: Jason King - Link: https://fundraising.co.uk/2017/12/14/google-changes-ad-grants-terms-lift-2-bid-cap-block-single-word-keywords/#comment-3228 - Published: 2017-12-14T18:03:00+00:00 This is an appalling move by Google Grants. They tried to make this look like a present by putting the $2 cap lifting to the fore of their email, but the raft of new rules, any of which could get your account banned, mean this is going to be difficult to adapt to. The new 5% CTR will be a problem. Many accounts will fail to reach this target. Rather than using this as a reason for banning charities, Google Grants should have offered more help and advice (including notifications in Adwords) to help accounts perform better. Some of the new rules are plainly nonsensical or unhelpful. The single keywords rule is one, with its ridiculous list of exemptions that Google pulled out of a very tiny hat. And worst of all, they did this in the run up to Christmas as nonprofits are about to shut down for the holidays, yet expect nonprofits to implement the new rules starting 1st January. ### By: John Onion - Link: https://fundraising.co.uk/2017/12/14/google-changes-ad-grants-terms-lift-2-bid-cap-block-single-word-keywords/#comment-3229 - Published: 2017-12-14T20:55:00+00:00 I agree with Jason here, this is a cynical move by the Google Ad Grant scheme to reduce the value achievable by Google Grants team. In particular it will likely have a devastating impact on Grantpro accounts by reducing the value they will be able to achieve – and if they hit under $10,000, the entire Grantspro is lost, for good. Achieving over 5% CTR Don’t be swayed by Maximising Conversions to bid over $2. – In most instances this is simply not going to work on charity campaigns, and will result in further loss in value as a whole. ### By: Chester Mojay-Sinclare - Link: https://fundraising.co.uk/2017/12/14/google-changes-ad-grants-terms-lift-2-bid-cap-block-single-word-keywords/#comment-3230 - Published: 2017-12-18T18:25:00+00:00 These changes will make managing a Google Grant much more complex. These changes will only benefit a small number of charities that are highly-skilled with Google Adwords. The majority of smaller charities will struggle to keep up with the new rules and I suspect many of them will lose their Google Grant entirely within a few months of the new restrictions being in place. Google are attempting to improve the quality of advertising by charities across their network, which is understandable, but it would have been good of them to give more notice! Chester Mojay-Sinclare Founder & CEO, Charity Checkout (We help charities & CSR teams raise more for their cause with branded online fundraising platforms.) ### By: HowardLake - Link: https://fundraising.co.uk/2017/12/14/google-changes-ad-grants-terms-lift-2-bid-cap-block-single-word-keywords/#comment-3231 - Published: 2018-02-05T10:32:00+00:00 Here’s a free two-page download from Irish Charity Lab giving some practical advice on how to get your Google Grants Adword account compliant with Google’s new requirements: [https://www.irishcharitylab.org/product/free-google-grant-adwords-cheat-sheet/](https://www.irishcharitylab.org/product/free-google-grant-adwords-cheat-sheet/) ### By: HowardLake - Link: https://fundraising.co.uk/2017/12/14/google-changes-ad-grants-terms-lift-2-bid-cap-block-single-word-keywords/#comment-3232 - Published: 2018-02-05T11:09:00+00:00 Here’s another free tool to help you achieve compliance. Try UpriseUP’s Ad Grants Compliance Checker: [https://datastudio.google.com/u/0/reporting/1AYb90VTBZPvDxhRhKIux8hIbiXXOx4Cz/page/wdrM](https://datastudio.google.com/u/0/reporting/1AYb90VTBZPvDxhRhKIux8hIbiXXOx4Cz/page/wdrM) Just login with your Google AdGrants details.