I previously wrote a blog post on how charities can get over £7k free advertising per month on Google, which you can read here. As a follow-on from this, once everything has been set up and your ad grant account is live, it’s then vital to stay on top of any changes Google makes to how their ad grant programme works. Every so often they update the criteria which all Grantees must meet in order to keep the account active.
Hopefully this post will help keep you informed of the latest criteria. As well as to give you some tips and tricks we’ve learnt along the way to prevent your grant account from becoming deactivated.
You must use conversion-based smart bidding for all campaigns. Smart bidding is a set of automated bid strategies in Google Ads that use machine learning to maximise conversions. Each campaign must use either ‘maximise conversions’, ‘maximise conversion values’, ‘target CPA’ or ‘target ROAS bidding’.
For all non-profits what you want to get out of the Google Grant is a meaningful impact. This can be generated in the form of memberships, donations, petitions signed, volunteer sign-ups etc. In order to use the Ad Grants to do this, you must have conversion tracking set up tailored to your brands objectives.
What can often happen is the automated checks that Google does flags a problem that’s actually just been misinterpreted by their system. If this is the case, you will need to get in touch with someone from Google to get your account re-reviewed.
The more likely reason however, is that one of the programme terms or policies has been violated somewhere in your campaigns. If this happens then you will need to take a closer look at your account in order to resolve the issue.
In most instances, you will receive an email from Google flagging to you that you need to check your account’s compliance with programme policies. This email will link through to a policy compliance report explaining which area of the account is causing the problem. Here’s what it will look like:
Once you’ve identified the reasons for account suspension and made the changes needed you will then have to contact Google again to ask them to re-review the account. Hopefully they will rectify the account suspension within 24 hours. Google can also help you identify, solve and get everything sent for review all in one online chat with them if you get really stuck. Plus it also speeds up the whole process in the aim of getting the account back up and running promptly.
As always if there’s anything ppc marketing agency can help you with please don’t hesitate to get in touch!