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New Google AdWords Policy for Nonprofits

Charities worldwide have benefited immensely from Google for Nonprofits. Here at Sapoto, we've immensely enjoyed helping nonprofits of all sectors realise the advantages of two specific areas of the Google for Nonprofit programme:

  • G Suite for Nonprofits: Eligible charities are entitled to an unlimited number of user accounts for free, along with all of the features of the G Suite Basic package and a few of the benefits of the G Suite Business package.
  • Google Ad Grants: Google pays each eligible charity a grant of $10,000 per month to use on their search engine (Google AdWords) campaigns.

The main eligibility criteria in the United Kingdom is for charities to be registered with the Charity Commission. The best way to recognise if you're registered is to visit the Charity Commission website, click on Find a Charity and type in the name of your charity. You may also have a 7-digit Registered Charity number.

  Sapoto has a proven experience in assisting charities with using the Google AdWords platform, both on desktop and on mobile.

Sapoto has a proven experience in assisting charities with using the Google AdWords platform, both on desktop and on mobile.

The non-exclusive criteria, combined with the scale of the support for charities has meant many nonprofit organisations have been using the Google AdWords grant to bolster clicks to their website, generate interest and ultimately, receive financial or human resources to their cause.

However, the quantity of the AdWords grant may have led over a period of time to lower quality in search ads produced by charities. After all, why the need to produce a decent return on free money?

This is certainly the present logic of Google, who have introduced new criteria for charities: from March 2018, Google will stop awarding the $10,000 grant to charities if they record monthly click-through (CTR) rates of under 5%.

  Google's new strict criteria is designed to encourage better performance & use of the AdWords and AdWords Express platforms by nonprofit organisations around the world. (Image courtesy of  Tech Trust )

Google's new strict criteria is designed to encourage better performance & use of the AdWords and AdWords Express platforms by nonprofit organisations around the world. (Image courtesy of Tech Trust)

Incase you don't know, a click-through rate is the percentage of people who click your ad, rather than just view it. In other words, if you have 100 views of your search ad, and 5 clicks on that ad, your click-through rate is 5%.

Charities now have to abide by this crucial criteria, alongside tougher standards on keyword usage and the structure of ad groups. The likely aim of this change is to encourage charities to treat AdWords as for-profit companies do. For-profit businesses on average are producing more search ads with a higher degree appealing content to users, largely because their own revenues allocated to a marketing budget fosters an attitude of delivering a return on their investment.

It is Google's hope that the same attitude adopted among charities will bring about higher quality search ads, enticing us to click on the charity's website to discover more about their mission and purpose.

Digital marketing specialists, prepare to be kept very busy...