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Management

How Nonprofits Can Keep AdWords Grants following Major Changes—and Restore Lost Accounts

Aine Creedon
May 7, 2018
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May 3, 2018; Forbes

At the beginning of 2018, Google made some significant changes to their AdWords grant guidelines, including requiring an overall clickthrough rate of five percent or higher. From now on, if AdWords campaigns begin to fall below the five-percent mark for two months in a row, the account will be flagged, suspended, and eventually shut down. These dramatic changes aim to incentivize nonprofits to better use their grant money and come with benefits such as the elimination of the $2.00 cap on costs-per-click through the use of “Maxim