As of 1/1/2018, Google has changed the rules of their Ad Grants program, part of Google for Nonprofits. Beginning March 1st, 2018, non-compliant accounts will be suspended until they fix the issue and request reinstatement from Google. These changes are massive, and will undoubtedly affect your nonprofit. They are listed below for your information. Use this post as a checklist to make sure your Adwords account is in compliance; it will be updated with any new changes.
Adwords account structure & performance
The $2/bid limit has been lifted, but campaigns must install Adwords tracking on their websites.
Accounts with over 500 clicks a month must also use "Maximize Conversions" bid strategy
The $329/day and $10k/mo limits remain
Ad Grants Adwords accounts must maintain a 5% click-through rate (CTR) each month.
You will receive a notification in Adwords if your account is in jeopardy.
Adwords Express accounts are exempted from the 5% CTR minimum, and the tracking code requirement because Google automatically manages most of the campaign.
If the 5% standard isn't met for two consecutive months, the account will be cancelled.
Ad Grants accounts must have geo-targeting to show ads in relevant locations.
Ad Grants accounts must have:
The following groups of keywords are off-limits:
Keywords with a Quality Score of 2 or less
Overly generic keywords like “free videos”, “e-books”, “today's news”, “easy yoga”, “download games”, “job alert”, names of places and names of historical events/people
Branded words that you don’t own like "Urban Outfitters", "Google", or any competitor's branded words
This likely includes brand terms of affiliated organizations, too, even if they're partners with you.
Single-word keywords excluding your own branded words, recognized medical conditions, and these excepted keywords:
Terms with dashes, periods, or special characters are not treated as single-word keywords
Grantspro accounts with $40k/mo budget will be reduced to $10k.
Ad Grants Engagement Survey
Your nonprofit will be required to complete the annual Ad Grants survey.
The survey will be sent to the admin email addresses in your account. Make sure you are opted in to email notifications from Adwords.
Complete the survey if your account is suspended for missing the deadline. It will trigger a reinstatement process
Your ads may only point to the domain approved during your application process, and domains added via the additional domain request form.
Your organization must own the domain linked from your ad.
Your website must be functional and high-quality
Your site must have a robust and clear description of your organization and mission. Each webpage must have sufficient information for visitors to understand your organization’s purpose.
Your website must function well and not contain broken links.
Your ads, keywords, and website may not make claims that promise results after a consultation, service, or purchase. Claims on your website must cite verifiable references to provide transparency to users.
Your website can't be dedicated to commercial activity
Commercial activity must not be the main purpose of your website. This includes sales of products and services, consultations, lead generation, and providing referrals.
Any limited commercial activities must support your non-monetary mission.
If your organization charges for products or services, your website must describe how your organization uses funds, for example, by disclosing an annual report.
Your website must have little-to-no ads
Advertising on your organization’s website must be relevant to your mission and not be obtrusive to users.
Your website may not host Google AdSense ads or affiliate advertising links. If you're required to link to an AdSense account to receive payments for the Android market, you're eligible as long as you don't display AdSense ads on your website.
What to do now
If you're having trouble meeting these requirements, switch your account to Adwords Express until you've solved all the issues. You can do this yourself or by calling Adwords support.
If you're not yet enrolled, check out this spreadsheet to see if your nonprofit is eligible for Google for Nonprofits and Ad Grants: