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On 14th December 2017 Google announced some quite significant changes to its Google Grant programme. Some of these changes are great news for charities, but there are a few changes which you need to be aware of to make sure you retain your Grant.

What has changed?

  1. The $2 bidding cap for keywords has been removed (as long as you have Maximize Conversions bidding selected).
  2. You can no longer use single keywords (unless they are your own brand terms, recognised medical conditions or one of these exceptions).
  3. You must have a Click Through Rate (CTR) of at least 5% across all the campaigns in your account.
  4. These changes will start from the 1st January 2018. (The removal of the $2 bidding cap is effective immediately.) You should start to see messages popping up in your Google dashboard, guiding you to update your campaigns.

There’s no need to panic. We’ve got some simple tips for you to comply with the latest updates.

What you can do:

  1. Consider pausing your single keywords, or you can use the Keyword Planner Tool in your account to help you identify more specific search terms.
  2. Take advantage of the removal of the $2 cap - set up your bidding to Maximise Conversions.
  3. You will need to make sure that your keywords are getting at least a 5% CTR for two consecutive months. Google gives some good tips and advice on improving your keywords or writing good ad text to help you achieve this.
  4. Google want to make sure that you are engaging with your Ad Grant account. Take a look at their account management policies and make sure your account meets all the requirements.
  5. Read the updated policies! It may not be exciting bedtime reading, but it’s important to know what you need to be doing:
  6. Stay up to date with changes to the Google Grant. Make sure your are regularly checking your in-account notifications for tips and tricks from Google Adwords. They also have webinars on how to optimise your campaigns: Sign up to their next one.

Google has an Academy for Adwords so you can learn more about how get the best out of Adwords: Visit their Academy to find out more.