The document discusses updates to Google Ad Grants in 2018, highlighting that non-profits receive $10,000 per month in advertising with certain restrictions, including a $2 maximum bid cap being lifted for conversion-maximized campaigns. This change aims to encourage better advertising practices among non-profits by focusing on high-converting processes. Additional policy updates include geo-targeting and ad quality standards to ensure advertisers maintain high-quality ads.

1. Updates in
Google AdWords
Grants – 2018
Edition

2. Gr
Google Ad
Grants

3. What are Google
Grants?

4. Google Ad Grants for Non-Profits
Learn more: https://www.google.com/grants/

5. $10,000 per month
in free advertising

6. But this money is
notoriously hard to
spend

7. Because clicks are
capped at $2.00

8. And Google clicks
are often
outrageously more
expensive

9. PPC Course Student Seth Asks

10. Google is lifting their bid cap of $2.00

11. But only conversion-maximized
campaigns

12. They have updated other policies as well

13. What are the
implications?

14. Google’s Maximize Conversions Bidding
Read more: https://support.google.com/adwords/answer/7381968?hl=en

15. Google will bid
more per click, if
they think it will
lead to
conversions

16. This is good news,
and shows Google
wants grants
customers to use this
bidding method

17. It will help
advertisers reach
their $10,000 ad
spend cap easier

18. It will make
advertisers focus
more on high
converting process
vs. just going for
exposure

19. More changes
January 1, 2018

20. Geo Targeting and Ad Quality Standards
Read more:
https://support.google.com/grants/answer/117827?hl=en&ref_topic=3500093

21. Quality needs to stay high (CTR
minimum)
Read more:
https://support.google.com/grants/answer/117827?hl=en&ref_topic=3500093

22. Overall thoughts:
Google isn’t
letting you take
Ad Grants for
granted

23. Forcing non-profits
to be better
advertisers is a good
thing for all of us.
Quality stays high.

24. What do you
think of this
change?

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