This is particularly true for organizations that are primarily active locally.

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An organization that distributes food parcels in Duisburg should not run corresponding campaigns to distribute free food throughout Germany. At least two active ad groups must be used per campaign. In addition , at least two active text ads must be used per ad group. Additionally, at least two sitelinks must be used in each ad group. Click-through rate requirements Google specifies that Google Ad Grants accounts must have a click-through rate of 5 percent . This requirement applies at the account level. Individual keywords may therefore have a lower click rate.


However, it is advisable to use keywords that are as relevant as possible in order to achieve a high click rate. With this measure, Google wants to achieve a high quality of ads in Ad Grants accounts. This requirement does not apply if only smart campaigns are Phone Number used in the account. Use of conversion tracking To ensure that the Google Ads account is used in a targeted manner, Google specifies that conversion tracking must be used. The goals must be meaningful for NGOs. Google cites donations, ticket sales, new membership registrations, signed petitions and interactions with the website as examples.





At least one of these conversion types must be stored in the account. In addition, at least one conversion must be achieved per month. Micro-conversions such as visiting the homepage can be counted, but are not considered a conversion. Using Smart Bidding Google Ad Grants accounts created after April 22, 2019 must use either Smart Bidding or Smart Campaigns. Smart campaigns are largely automated campaigns . Smart bidding, on the other hand, is a bidding strategy . No manual CPC is set, but the bids are submitted automatically by Google Ads.