Ad Grants single keyword policy exceptions

To help your nonprofit organization reach the right audience, each ad and keyword in your Google Ad Grants account must be specific enough to provide a good experience for those seeing your ads.

Single-word keywords that are too broad to reflect the mission of nonprofits are restricted except in cases of owned brand terms, medical conditions, basic keywords relating directly to supporting a charity, or due to the sensitive nature of the causes that charities support. The following exceptions are excluded from the single-word keyword restriction*:

  • charity
  • donate
  • donation
  • ngo
  • ngos
  • nonprofit
  • nonprofits
  • charities
  • volunteer
  • volunteering
  • homeless
  • homelessness
  • MOOC
  • hospice
  • suicide
  • parasuicide
  • addiction
  • abuse
  • abused
  • abuser
  • molester
  • molestation
  • rape
  • pedophilia
  • trafficking
  • addiction
  • stigma
  • bullying
  • bully
  • bullied
  • cyberbullying
  • abortion
  • adoption
  • adopt
  • lesbian
  • gay
  • bisexual
  • transgender
  • intersex
  • LGBT
  • LGBT+

Terms with dashes, periods, or special characters are not treated as single-word keywords.

*Single-word keyword exceptions are exempt from Google Ad Grants keyword policies. All keywords are still subject to Google Ads advertising policies and restrictions.

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