Google Grants Beta A BEGINNERS GUIDE - Manual (Page 4)

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Google Grants & AdWords –
Important program guidelines
I. AdWords account restrictions for Grantees
When navigating your Google Grants account, note that the AdWords system and interface
is designed for our paying advertisers. You may find that some features or advertising
opportunities may be restricted within your account. It is important to note these key
differences between a Google Grants account and a regular AdWords account:
Google Grants accounts:
• Have a daily budget set to $330 dollars, which is equivalent to about $10,000 per
month
• Have a maximum cost-per-click (CPC) limit of $1.00 USD
• Only run keyword-targeted campaigns
• Appear only Google.com, and will not display on search or content networks
• Only run text ads
II. Cost & budgeting for Grants accounts
Google Grants provides select 501(c)(3) nonprofits with free advertising via the AdWords
program. This program is at no cost to you or your organization, with no obligation to pay for
advertising in the future.
However, since you are using the same account interface as a paying AdWords advertiser,
you will be working with sections in your account referring to cost and budgeting. The
information below will explain how this terminology relates to your Google Grants account.
Cost-per-clicks (CPC’s) and bidding
If you have ever used AdWords as a paying customer, you know that advertisers are
charged a certain cost-per-click (CPC) whenever a user clicks on their ad, e.g. 30 cents per
click. As a result, advertisers set maximums that they want to pay per click and also an
overall campaign budget to ensure they are appropriately spending their advertising dollars.
As a Google Grants recipient, you will not be charged for any clicks to your ads. Each
account is allocated a maximum CPC of $1.00, which is used to rank your ads in the
AdWords auction.
Keep in mind, that due to quality factors, some keywords will not remain active with a
maximum CPC of $1.00. Please visit the ‘Ad performance and optimizing your campaigns’
section of this guide to learn more.
Daily Budget Limit
Google Grants accounts have a set daily spend limit of $330 per day, which is equivalent to
about $10,000 in spend per month. This means that we will show your ads as much as
possible each day, up until your account accrues about $330.
Keep in mind that the daily spend limit is an automated cap within the Google Grants system.