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.
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