This simple document serves a single purpose: safety. To maintain the safety of your new Google Ads Grants account.There are four separate components to understand separately:Your Google Ads AccountYour StrategyYour Google AdsYour Landing Page

#1 - Your Google Ads Account

Google has become stricter when it comes to all their accounts (regular and grants account). In order to maintain your account, be aware of their 3 strike policy.On your account’s first and second strikes, your account will be put on a temporary hold.

• First Strike: 3-day temporary hold
• Second Strike: 7-day temporary hold
• On the third strike of your account, it will result in an account suspension.

Now, more than ever, it is crucial to make sure your ads are all compliant. Get yourself familiarized with the Google Ads policies or use a freelancer / agency who will handle your account with care.You MUST fill the yearly Google Ads Grants Program survey they will send you. The survey is sent to the login email addresses on each Ad Grants account earlier in the year.

1. Ad Text Format

Your ad text format may be going against Google Ads policies. To avoid this, make sure you follow these rules:

• Don’t make bold claims such as, “#1 company in the world” unless a third party can prove this.
• Don’t create ads with long text. Be concise.
• Don’t use CAPS for all your ad copy. This is one of the most common causes of rejected ads.
• Don’t overuse exclamatory signs.
• Refrain from using the phrase, “click here” in your ads. Instead, use a different call to action (CTA).
• Your landing page and ads must have matching messages for fast Google Ads approval as it reduces clickbaity behavior.

2. Missing or Wrong URL

If your URL is wrong or missing, Google Ads may block your ad from general viewing. To avoid this, make sure your root domain has the same destination and display URL.This is an easy fix for a frustrating situation.

3. Review Process

Google Ads will process and review every ad to ensure it lives up to the set standards. This routine standard review can sometimes take days.Google will review and then mark them as “eligible” once they’ve been accepted.

Ad Approval Statuses

Now let’s look at the possible statuses your ad can receive, and what they mean.

• Eligible – Google is in the process of reviewing your ad, however, the preliminary scanning has allowed it to show up on a few Google search pages.
• Under review – Your ad is currently being reviewed. It won’t be shown until it’s fully approved — which takes longer than the “eligible” status.
• Approved – Your ad is good to go! It complies with all policy measures.
• Approved limited – The ad is allowed to run, however not in every situation. This is due to content or industry restrictions. In this case, there’s nothing you can do. As we’ve discussed, some industries are heavily regulated, which hinders visibility.
• Disapproved – Your ad cannot run because either its destination or content violates Google Ads policies.

If you have submitted your ad and haven’t seen any notifications, and it’s been only a day, it may be best to wait another day or two in case it’s simply a case of lagged review processing.

4. Keywords

If you choose to include someone else’s branded keywords in your ad, you’ll be flagged.In this case, it’s best to stick with just synonyms and be as original as possible. If you’re unsure about your keywords, do a quick review of your keywords yourself before submitting your ad.

5. Restricted Content

Google Ads policies prohibit sales or promotions of counterfeit goods.These counterfeit goods may also contain a logo or trademark that’s indistinguishable from other legitimate trademarks, which is not allowed by Google Ads.For healthcare ads, you should make sure your website offers appropriate and clear disclaimers for every product you sell, in order to comply with Google’s healthcare advert policy and legal regulations.Keep in mind, Google doesn’t allow specific types of adult content ads in certain locations. It also disapproves of content that promotes dishonest behavior such as hacking services or software.

#2 - Your Strategy

By strategy, I mean what happens after they click on the ads. There are 2 main strategies we recommend:Ads -> Landing Page with Optin -> Thank You Page -> Amazon / ShopifyIn this scenario, you will have their email and can communicate and send them to Amazon and/or ShopifyAds -> Landing Page without Optin (simple button) -> Amazon / ShopifyIn this scenario, you can have a simple button that when clicked, they will be redirected to Amazon or Shopify.My 2 recommendationsSend your traffic to a simple landing page that has the following:Headline (the benefits of your product, who it is for, etc…)A form to capture the first name, email and SMS (optional)A Thank You Page with more information about your product or solution and a button to redirect them to your Amazon or Shopify.My new favorite strategy (which we're implementing for you if you joined the Tier 2 Accelerator Package):Sponsored Brand Content PostsRun ads focusing on the problem your product solves or the solution your product provides.At the end of the article, include a Call to Action that will redirect to your Amazon or Shopify.

READ THIS CAREFULLY TO AVOID SHUT DOWN

If you have an opt-in on your page and someone opts in, you MUST redirect them to the SAME domain. If you do not, your account WILL get shut down without warning. This is against the “circumventing systems” policy of Google.For example, if you send them to Amazon or Shopify directly instead of on your own domain after they opt-in and give you their email, Google WILL ban you.

#3 - Your Google Ads

Your account structure must contain the following:Must have at least 2 ads per ad groupInvest in building out your campaign structure with at least 2 ads per ad group, leading to relevant landing pages and set the ad rotation to Optimize. This setting optimizes your ads for each individual auction using signals like keyword, search term, device, location, and more.Must have at least 2 ad groups per campaignCreate at least 2 ad groups per campaign with a set of highly relevant and tightly knit keywords that align with the 2 associated ads and destination landing pages. Check out your Search Terms report to see what multiple-word searches have gained a good CTR and add these.At least 2 campaignsMust have at least 2 site link ad extensionsSitelinks provide the person searching for more opportunities to click directly from your ad to landing pages on your site. Consider what specific pages might be most valuable to people searching and add these as site links, for example, a campaign page for a fundraising campaign.When it comes to the actual ad…Avoid using words like DEAL, X% OFF, $ OFF, Amazon, BEST, and anything else that makes it seem like a SALE. You CAN use these, but it’s best to avoid them for long-term safety of your account.Use NEGATIVE keywords to make sure your ads quality is high. (see CTR > 5% rule in additional tips)Focus your ads on Problems and Solutions about your niche (or product).Test a LOT of ad variations. You have $329/day to spend and you want to make sure to spend it all.Additional TipsThere is a $2 Max CPC but it can be circumvented by using the Max CPA bid strategy. You can put $200 as your max CPA and Google will bid accordingly to help you win the auction.Pause all your keywords that have a quality score of 2 or lower. (I recommend using automated rules for this)Maintain a 5% account-wide clickthrough rate (CTR). If you have below 5% CTR for 2 months straight, Google will temporarily deactivate your account.You MUST create high quality ads. This can also be achieved by pausing keywords with high impression and low CTR.Have at least 1 conversion metric liveConsider tracking a ‘thank you’ page where possible using Google Ads conversion tracking or a Destination goal with Google Analytics.Google takes time to learn and increase your spend. Don’t worry if it takes 10 days or more to start spending your entire budget, it’s normal.

#4 - Your Landing Page

Your landing page also has to be compliant. As a rule of thumb, follow the same guidelines that I’ve outlined for your ads with your additional landing pages.You must include a disclaimer that mentions clearly how the funds are being generated from the non profit from the commercial activity (IE: promoting your brands products). Here is an example 

Affiliate Information

Please be aware that [Non Profit Name] is an affiliate for some of the products listed on this page. When you click on our affiliate links and make a purchase you are actively supporting our mission.

[Non Profit Name] is dedicated to promoting and contributing to green initiatives worldwide. Our mission is to educate, inspire, and support environmental conservation and sustainable practices that contribute to a healthier planet.Every purchase made through these links helps us further our commitment to preserving nature. By choosing to shop through us, you’re not only making a difference in the quality of your own life but also aiding in the nurturing and protection of the environment.We believe that every small step towards eco-friendly living is a leap towards a greener, more sustainable future for all.Thank you for your support and for joining us in our efforts to give back to nature.With appreciation,[Non Profit Name]

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Of course, change the text to make it relevant to your mission and non profit organization.