03/07/2018

Ad Grant Headaches

How a new requirement is upending nonprofit advertisers on Google

Google’s changes to its Ad Grants program for nonprofits are proving harder to follow than many anticipated.

Ad Grants offers nonprofits up to $10,000 per month in free advertising on Google AdWords. But changes announced in December put tougher requirements on performance: A nonprofit’s ads must maintain clickthrough rates (CTR) above 5 percent, and if they miss that mark two months in a row, the organization can be removed from the program at least temporarily.

Nonprofits that rely on the service are raising concerns that the performance requirement is too stringent. The Greenlining Institute, a California social justice group, told Reuters last week that it is struggling to meet the standard.

Please select this link to read the complete article from Associations Now.