Google Ad Grant Glossary

Plain-English definitions of every Google Ad Grant and Google Ads term nonprofits need to know — written by the team that has set up 600+ grant accounts.

• Maximize Conversions Bidding for Google Ad Grants Explained — Learn how Maximize Conversions bidding removes the $2 CPC cap and boosts Google Ad Grant impact for nonprofits with conversion tracking.
• Manager Account (MCC) Explained for Google Ad Grants — Learn how a Manager Account (MCC) simplifies managing multiple Google Ad Grant accounts for your nonprofit.
• Quality Score: What It Means for Your Google Ad Grant Success — Quality Score measures how relevant and useful your ads, keywords, and landing pages are, directly impacting your Google Ad Grant performance.
• Broad Match Keywords: How They Really Work for Your Google Ad Grant — Broad match keywords aren’t just ‘catch-all’ terms—they can drive traffic but require careful management to avoid wasted spend.
• Impression Share: What It Means for Your Google Ad Grant Success — Impression Share shows the percentage of times your nonprofit’s ads appeared versus how often they could have appeared in relevant searches.
• Sitelink Extensions: Boost Your Google Ad Grant Ads with Extra Links — Sitelink extensions add extra clickable links to your ads, driving more traffic and engagement for your nonprofit’s Google Ad Grant campaigns.
• Geographic Targeting: How to Focus Your Google Ad Grant Ads Where They Matter Most — Learn how geographic targeting sharpens your Google Ad Grant campaigns to reach the right locations and maximize impact for your nonprofit.
• Ad Rank: What It Means for Your Google Ad Grant Success — Ad Rank determines where your Google Ad Grant ads appear—get clear on how it works to make the most of your $10,000 monthly budget.
• Click-Through Rate (CTR): What It Means for Your Google Ad Grant — Learn why CTR matters for your Google Ad Grant and how to keep it above 5% to avoid suspension and maximize your nonprofit’s ad impact.