The recent introduction of more stringent policy changes on Google Ad Grants accounts this year puts many nonprofit account holders at risk of deactivation. Fortunately, Inspire Asia Chief Technology Officer Vincent Hsu has developed a free and easy-to-use script that addresses these changes for everyone.

Google has implemented sweeping changes to policies governing Ad Grants accounts earlier this year, introducing key criteria that significantly raises the bar for nonprofits all over the world to keep up – at the risk of having their accounts possibly deactivated for noncompliance.

One of the most important and most challenging policy changes that this recent initiative has brought upon is the fact that nonprofits will be tasked to maintain a 5% click-through rate for a period of at least two consecutive months in order to prevent account deactivation – a considerably tall task for most advertisers to handle.

It should therefore not come as a surprise to find out about reports from Ad Grants account holders having their accounts suspended for not meeting the newly-implemented criteria; worse, reports have also emerged about nonprofits virtually losing all of their search advertising out of negligence about the recent changes.

And that is something many nonprofits do not have the luxury of losing, given the crucial role it plays as part and parcel of a nonprofit organization’s lifeblood – losing the ability to raise awareness about their cause without having to spend as much money as private companies would is a herculean task in a world that is increasingly populated by much louder, larger, and liquid online marketers and advertisers.

Let’s briefly go over the most important policy changes to Ad Grants, its implications, and how this script can help nonprofits achieve their goals.

Key policy changes

Some of the most important policy changes are as follows:

  • The $2 bid cap was lifted for when campaigns use the maximize conversions setting.
  • Keeping at least a 5% click-through rate (CTR).
  • NPOs are forbidden from bidding on branded keywords that they aren’t affiliated with.
  • A minimum quality score of 3 or higher will be required for keywords.
  • Ad campaigns are required to have a minimum of two active ad groups containing two running ads in each group.
  • Accounts require a minimum of two sitelink ad extensions.
  • Accounts require enabled geotargeting.

What does this mean for nonprofits?

Given these changes, nonprofit organizations, Asia-based or otherwise, will all have to step up their marketing game if they are to keep their Ad Grants accounts functional and their considerably limited revenue streams intact.

Nonprofits will need to keep creating top-of-the-line, and above all, relevant advertising while staying on top of Google’s rapidly-changing policies and requirements for doing so. Although there is a multitude of competent advertisers and SEO managers out there handling such organizations (whether internal or external), the luxury of having a handy script that will help nonprofits comply with Google’s updated program requirements is something all nonprofits could use.

This is especially important and immensely helpful in the context of Southeast Asia, wherein nonprofit organizations thrive, and where thousands of organizations located the region avail of the Ad Grants program – and even more so for those who are just about to build an online presence in a region that is accessing the internet for the first time in droves.

A free, handy little script that makes things easier for NPOs

There is a multitude of scripts out there that help make the tedium associated with auditing accounts much easier to bear – especially when it comes to monitoring accounts and looking out for potential red flags for ad campaigns that are absolutely crucial for every nonprofit.

Fortunately, Suisseo co-founder and Inspire Asia CTO Vincent Hsu has prepared and shared a free, easy-to-use script that will help nonprofits all over the world to continuously monitor their accounts and check for compliance with Google’s terms.

However, it goes without saying that this script was not meant to be a silver bullet that will guarantee full compliance with Google’s policies: advertisers will still be required to put in the hard work needed to build and maintain a compliant Google AdWords account.

Taken with the scripts that are already available in the internet, advertisers can simply add and subtract to the scripts they find and create a uniquely bespoke solution for their nonprofit organization – and Vincent Hsu’s script is no different. It’s an excellent script that is already pre-designed to run checks for Google Ad Grants’ latest policy shift, which should easily work hand-in-hand with others. You can find a copy of the code complete with instructions on how to install and customize it for your requirements right here.

Key performance checks this script runs

Vincent Hsu designed this script to check for account structure requirements, including checking for geotargeted campaigns, campaigns having a minimum of two ad groups (with at least two running ads for each group), two sitelink extensions, and one-word keywords (which have since been disallowed).

Furthermore, the script checks for keywords’ quality scores not falling below the minimum score of 3. Most importantly, it checks for the crucial minimum benchmark CTR of 5%, which is already a challenge in itself.

It’s simply a well-written script that condenses these statistics, information, and insights to a simple spreadsheet that checks for key performance indicators, compliance, and overall account health.

In summary

Nonprofits are already posed with the unenviable handicap of having limited resources, which can limit their ability to raise awareness and revenues to continue doing good.

For the thousands of nonprofits that rely on Ad Grants as an important tool in increasing awareness and generating income, ensuring compliance with Google’s updated policies is of paramount importance.

All in all, it’s a perfectly-written script that will take 85% of the tedium associated with audits, checking for the most crucial elements that nonprofits are required to comply with…and it’s absolutely free, customizable, and easy to implement – freeing up precious human and financial resources as well as time spent with routine audit work towards more productive and rewarding nonprofit work. For the story: this script was actually written in Thailand.


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