Ad Grants single keyword policy exceptions

To help your nonprofit organisation reach the right audience, each ad and keyword in your Ad Grants Google Ads 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
  • homeless
  • homelessness
  • MOOC
  • hospice
  • suicide
  • parasuicide
  • addiction
  • abuse
  • abused
  • abuser
  • molester
  • molestation
  • rape
  • pedophilia
  • trafficking
  • addiction
  • stigma
  • bullying
  • bully
  • bullied
  • cyber bullying
  • abortion
  • adoption
  • lesbian
  • gay
  • bisexual
  • transgender
  • intersex
  • LGBT
  • LGBT+

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

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