Google Ads Grant + Performance Max

Over the past year or so Google for Nonprofits has rolled out the availability of Performance Max (PMAX) Campaigns within Google Ads Grant accounts.

Outside the Ads Grant program, PMAX provides a helpful way to streamline ad setup and then deliver those ads wherever Google can, from popular websites to YouTube and more. But, Google Ads Grant accounts have always been limited to Google Search. So, has that changed?

Looking at channel reporting inside your Google Ads Grant account you’ll see that your PMAX campaigns aren't reaching beyond Google Search. So, what does this mean for you? It depends!

If you’re a small shop, setting up a PMAX campaign is quick, and you don’t need to stress over keyword research and strategy. You can focus on writing great copy, providing some audience suggestions, and for the most part you’re off to the races. What you’ll give up is the control of where, when, and to whom your ads are delivered. And also, how much that traffic costs (but, it’s an in-kind budget after all!)

If you are an Ads Grant whiz, your Search ads with carefully crafted keywords and bid adjustments are now competing alongside other charities’ Ads Grant PMAX campaigns for the same digital real estate. Your time-tested strategy may continue working, or you might be sent back to the drawing board. And, if you’re going to incorporate PMAX campaigns into your account you’ll also be competing with your own Search ads which could drive up costs up until you pick a winner (but, it’s an in-kind budget after all!)

Do you want to hear more about Google Ads Grant tips in future posts? If so, let us know.