Carlton & Company can help Nonprofit Institutions and charities receive $10,000 per month in FREE Google AdWords Marketing. Now the program has been active for some time, but in January 2018, Google made some major changes.
What does Google provide to Nonprofit Institutions?
Google has a charitable equivalent of an AdWords Pay Per Click (PPC) account. They provide $10,000 of free advertising per month to Nonprofits and charities who meet their eligibility criteria, which include:
- Registered in an eligible country
- Holding a valid charity status
- Acknowledge and agree to Google’s required certifications regarding non-discrimination and donation receipt and use
- Have an active website with substantial content
If you think you are eligible and would like to apply, please get in touch with us.
What Does the Updated Google Policy Say?
Google’s program for Nonprofits and Charities has always been regulated by the standard AdWords policies, but as of January 2018 all Nonprofit and Charity accounts must abide by an updated policy, aimed only at the nonprofit program.
One of the recent changes is that the campaign must maintain a 5% Click Through Rate (CTR) or the organization or institution will Risk Losing the Account
Arguably this new policy is one of the more controversial points; however, there are two sides of this story. Charities by their very nature are trying to make the most of every penny and may have members of staff “wearing different hats” in the organization. It is a tall order to expect a non-specialist to be able to maintain an AdWords account to a 5% CTR when they may have other duties to perform. That’s exactly why you should contact the experts at Carlton & Company to manage a FREE Google AdWords Marketing service — FREE $10,000 per month.
Google wants to make sure that their money is being well spent. They will view a 5% CTR as a minimum standard to ensure that the end users are being well served with compelling ads that are relevant to the searcher.
You will receive a notification if your account becomes at risk, and you will have two consecutive months to adjust your campaign and ensure compliance.
You Cannot Target “Overly Generic” Keywords
The official stance is that your ads and target phrases must reflect your charity’s overarching mission. Google will ensure that the relevancy of keywords and the use of a free $10,000 budget meets appropriate standards. “Overly generic” will likely be open to interpretation, but the following examples will give rise to concern:
- Keywords with a poor Quality Score (2 or less)
- Branded terms you don’t own
- Single word keywords with some exceptions
How Your Website Must Comply
There are certain requirements for your website which you must adhere to as part of the changes to the Nonprofit and Charity Program, such as:
- You must own your domain
- Your website must be free of errors and adequately describe your mission
- It must not promise results for using your services
- You must not have broken links and you must cite relevant sources
Structural Requirements
This is another clear indicator that Google is looking for quality advertising and ensures that your account has all the features active that make your ads as targeted as possible. You must:
- Target your ads to the location you operate in
- Have two active ad groups per campaign with two active text ads
- Include two sitelink ad extensions
It’s Not All Bad News!
Google has changed the maximum bidding limit, and therefore, nonprofits have become much more competitive. This is great news for any advertisers who have been working in a competitive niche and have struggled to compete due to the restrictive bid limits.
