In 2019, Google announced one of the biggest Ad Grants policy changes we had seen in years, impacting the way we approach Grant strategies across the board. So, if you haven’t heard, here are the changes and what they mean for you and your Google Grants strategy.
The first change we saw in this update is the lifting of the $2.00 bidding cap, when using Maximize conversions bidding.
Maximize conversions bidding automatically sets bids, optimizing conversions for your campaign. A stipulation of this setting is conversion tracking. If you don’t already have conversion tracking set up, now’s the time to do so!
New policy dictates that “each ad and keyword in your Ad Grants AdWords account must be specific enough to provide a good experience for those seeing your ads.” This means that single-word keywords are no longer allowed. There are a few exceptions, but this removes keywords such as, “recipe” or “parks” from your campaigns.
Exceptions are:
There are some additional keyword restrictions, outside of the single-word restriction:
The biggest change we saw in the Ad Grants policy change is the addition of a minimum CTR. If this minimum 5% CTR is not met for two consecutive months, you risk losing your Google Ad Grant status.
Currently, Google is promising to provide ample heads up before your status gets revoked, but we don’t yet know what that timeline will look like and how quickly users will need to act after receiving a warning.
Your account must now include:
These changes went into effect on Jan. 1, 2018.