Google Grants Ongoing Management Guide - Manual (Page 24)

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Appendix
Google Grants Guidelines
AdWords account restrictions for Grantees
When navigating your Google Grants account, note that the AdWords system
and interface are 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:
o Have a daily budget set to $330 dollars, which is equivalent to about
$10,000 per month
o Have a maximum cost-per-click (CPC) limit of $1.00 USD
o Only run keyword-targeted campaigns
o Ads appear only Google.com, and will not display on search or content
networks
o Only support text ads (no image, mobile, or video ads)
Cost & budgeting for Grants accounts
Google Grants provides select 501(c)(3) nonprofits with free advertising via the
AdWords program. This program is offered at no cost to you or your organization.
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 (CPCs) 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.