To ensure the best experience for users and to keep your Ad Grants account in good standing, it's crucial that your ads and the website pages they link to are high-quality, relevant, and provide a positive user experience.
The Google Ad Grants program provides Google Ads advertising on Google search result pages at no cost to eligible nonprofit organizations. We maintain a quality filter on Ad Grants in the Google Search ads auction. This filter helps keep the quality of Ad Grants in line with standard ad quality, so organizations can continue to enjoy advertising at no cost and a great product experience.
Let's imagine a user clicks your ad hoping to learn about your cause or how they can help. If they land on a confusing, slow, or irrelevant page, they're likely to leave quickly, and your ad spend won't achieve its purpose. High-quality ads and landing pages lead to better engagement, which can mean more donations, volunteers, and impact.
Quality Score
For specific insights on where to make improvements, dive deeper into the 3 components of Quality Score:
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Expected clickthrough rate: The likelihood that your ad will be clicked when shown.
- Ad relevance: How closely your ad matches the intent behind a user's search.
- Landing page experience: How relevant and useful your landing page is to people who click your ad.
These components can help you see whether to update your ad text, keyword selection, or landing page content. You’ll see a status of “Below average,” “Average,” and “Above average” for each component to give you a sense of which areas might need improvement.
How this affects your ads
The Ad Grants quality filter is based in part on the general ad quality level of the standard ads in the country where you're showing your ads. If your ads are of relatively low quality, the quality filter will prevent your ads from participating in the auction, no matter how high you raise your bid.
Learn more about what your ad quality can affect
The same auction-time measurements of ad quality used in Ad Rank (expected clickthrough rate (CTR), ad relevance, and landing page experience) are used to see if your ad passes the quality filter. Having below average quality with one factor doesn't necessarily mean your ad will be restricted from the auction.
