Ad Grants Compliance Requirements | Google Ads for Nonprofits

[0:01]Okay, Professor Bear here. We're going to continue this series on the Google Ad Grants. I came up with a little compliance cheat sheet. So, we're going to talk a little bit about what the requirements are to our best understanding. Again, we are not Google. We are not speaking for Google. We're just speaking from our experience and what we best understand the requirements are. In future videos, we'll get into the actual AdSense tool. Uh, in our next video, we're going to go how do we use AI to actually create highquality keywords and relevant keywords, which is a big deal for Google, making sure what you do is relevant. So, we'll do that in

[0:38]The next video. But what are the requirements? You need at least one campaign. A campaign is like a theme. So, our campaigns are Botspeak, which is a AI fluency framework that we promote, lyrical literacy, which is how we use music to train and exercise your brain and learn things and keep your brain strong. We have the fellows program which is a extension of learning. Uh so people just continue to learn after they graduate until they get a job. We have AI for good which we have people work on software projects for good for nonprofits. So each of those would be a campaign. A campaign is a theme around something

[1:17]Which has to have at least two ad groups. So I'm going to give an example with uh lyrical literacy. So one of our campaigns is going to be how do we use AI to create music which can train your brain? How do we use tools like Suno and Udo to do that? Others is we do that. We create a bunch of songs that we think are educational in terms of learning language and good for kids and we'll promote that as we'll promote our own videos, the own videos we make for lyrical lucy as well as our videos on if you want to do this yourself, if you

[1:49]Want to make specialized videos for your kid, how do you do that? So those will be our two campaigns, but the overall c that would be our one campaign with lyrical literacy which will have two ad groups. One ad group will be essentially exercise for the brain and the other well how do I use AI tools to create my own lyrical literacy videos. Site links is is a YouTube thing. So this is we have to get these to specific landing pages and then we're going to have to put conversion tracking on those pages. So we'll go ahead and show you how to do that in this series. We create specific

[2:21]Landing pages which aren't typically easily visible from the narration. not the narration, the navigation. Uh, so we know somebody's coming to that page from the AdSense. So these are internal pages and we're going to go over creating a couple for this um bidding strategy. So we'll talk about that a bit when we get into that. Geo targeting is where you limit it. They don't want just the entire world. Our focus will be mainly US even though we're creating videos on YouTube. So theoretically anybody could do it, but our language is English. So it would make sense to restrict them to English-speaking countries mostly. We also have some Hindi and some other

[3:01]Stuff. But we're gonna just for simplicity, you know, just restrict it to the United States. Keyword quality. Our next video is going to be how do we use AI to generate keywords. The great thing about AI is AI can generate thousands of keywords. Generating keywords used to be hard. Now it's not. and we'll go through then we want to monitor them and we'll go into what this means when we get in the details of using the AdSense tool. You want to own your own website. You do not want to put AdSense ads on your website. That's a big no no. You want to make sure everything on your website when

[3:38]Somebody you go to a page it's relevant to that mission. We have music pages about using AI to train your brain. People should not come to our website and see a Taylor Swift fan page. They should see things related on our website. On our humanitarians website here on our footer, we have just details who we are. If somebody wants to look us up, they can use these numbers. Uh just take it into standard tools to look up that EIN to look to see whether a legit nonprofit. We have our privacy policy. We have our cookie policy, our terms of service, our ad grants compliance. This

[4:20]Is important and the way we structure our web pages is these are React components. So this is on every page. This is on every page. So we make sure when we create new pages it's compliant that we have all of the stuff that that Google wants and it's important to have. So let's go through an example. So this is for lyrical literacy. And so our geo targetings would be United States. We could also include that as well. Uh our languages will be English. That makes sense because everything in our our um and then we we want to bid on keywords. We don't want generic keywords. Even though this is about

[5:04]Music, we do not want to put Taylor Swift. We would say brain exercise songs for kids, language learning for kids. In our next uh session, we're going to use tools like claude and chatt to generate these keywords. They do not want single word keywords like music. Music is too vague. That's a big no no. So even though music is relevant to what we do, it's not specific enough for Google. It's actually, you know, music to train your brain. Language learning music for children, educational songs for children, educational songs. the these are the key words that that need uh to be there and then who is our

[5:44]Target. So we have parents, educated care caregivers looking for educational music for children's cognitive development. And then when they go to our page and we're going to create a page, our page should be clear that this is what this page is about. It should have links to our our GitHub and our other pages related to why we believe this and why we support this. Maybe links to other references. But when we create a landing page, our language page needs to be all about this. Then we have to have at least two ad groups in a campaign. So our campaign is lyrical literacy. And so our second ad

[6:22]Group is going to be how to do this yourself. So you have a kid and you would like to, you know, create some educational songs that you think will help their learning or your homeschooling or whatever. How do you do that? So those are our two campaigns. So let's go over our little Google compliance check sheet on our page here. We put what we believe is the most important on top. We have to have at least one active campaign with two ad groups. So this means a theme and two specific things. So lyrical lity uh you know our songs for training your kids, you creating your own songs for

[6:58]Training your kids is ad group too. Site links is where they this is on their site. And we'll go over this in more detail when we actually use the Google AdSense um tool. We need conversion tracking. So we need to verify that in fact people are coming to their page and then from their page they're they're linking things. Bidding strategy. So we're going to do a conversionbased bidding strategy. We'll explain that when we use the tool. Interior targeting is is they do not want the whole world. They want this to be specific. for us is primarily English language-speaking countries and in particular the United States. No

[7:38]Generic keywords. Taylor Swift, even though Taylor Swift does music, is not really that related to what we do. It should be music for the brain, educational music, you know, educational music for your kids. Even though any particular keyword will not get you that much traffic, what we'll do is we'll show you how to use tools to generate thousands of those what are called longtail keywords. these keywords are better for you because if somebody is there's not as many people who are going to click on a longtail keyword because it's very specific. But if they're using a longtail keyword, it means they're interested in that specific thing.

[8:13]Google wants that. You want that because it means they're there not just randomly. They were looking for Taylor Swift and they accidentally got on your page because you said music. Google does not want that. In fact, you do not want that. You want I we want people on our page because they're interested in do using music to to help train their kids to to make them better readers, better speakers, better this, but of that or to make their own songs for their kids or for their parents or grandparents or whoever. Uh website compliance. So we own our domain. You want to control their domain, you need to make your own

[8:50]Domain. we cannot put AdSense ads on our our uh website itself. Um mission based content. So we we have to ensure and we'll we'll show how we check we need to check and have checks that what is on. So for example lyrical literacy this needs to be about lyrical literacy. What is lyrical literacy? What is it about? Where is it? Where are the resources etc etc. Every one of your pages needs to be relevant. and we'll talk about how to use tools like Chachi B18 Claude and Gemini to make sure your pages are relevant. Uh no broken links. So we are now writing tools to check

[9:30]Links. We've been checking links by hand and found that's a pain. So we will write some tools that we'll make publicly available just to link check everything. Um we're not making any commercial claims or anything like that and transparent about funds. So we we have that at the bottom here. you know how do we how do we use things how do we use funds on our donation page we make it clear about what we do what your contribution will do etc etc we also you don't create our own thing so for example if you go to the gofundme we're using the gofundme tool to support the

[10:08]Reason why we're doing that and please donate by the way since we're on this page um is people trust GoFundMe they don't trust too, unless you're Greenpeace or some big nonprofit. So, we use PayPal Giving and we use GoFundMe. There some others, I'm sure. Um, but people trust PayPal. They know that PayPal has verified us in order for us to do PayPal giving We've had to give PayPal all of our information about our nonprofit. They verified that we're nonprofit. Same thing for for GoFundMe. Um, and so for for those things, we you want to use an external fundraising device rather than do it yourself because of the trust. There's another

[10:58]Level of trust. It's not just us saying this. It's GoFundMe having checked that we're a real nonprofit. It's PayPal having checked that we're another nonprofit. So then let's go back to this page here. So we have a lot of details also about you know we put all our information here so people can verify it. We you know all our images are either taken by our photographers or they're AI generated. So we make that clear. Uh we only use humanitarian AI domains for things. The mission statement is is easily findable here. We can click on the mission statement. We can click on about us. We can click on a privacy policy. It's on

[11:38]Every single page. About us contact us. donate who us we are, what we are, etc., etc. Um, technical requirements, we use Verso. Um, you can use any real website. I would not recommend using Wix or something like that. It may not give you the control that you want to really make sure your website is compliant. We will do a bunch of videos on more the backend technical end. You can also go to our GitHub. actually let me and honor GitHub here. Uh oops. Let's go to the repositories here. You can go to our GitHub and and actually just download our entire website if you want. You're obviously

[12:28]Going to have to change it. You're going to have to change the names of the things and things like that. But if you want to just download this and then use it as an example. For example, if you like our website, if you like the way it looks, if you like the fact that it can go from dark to light, if you like the way it's organized, you can use that as a template. We spent a lot of time making this template Google AdSense compatible. Um, and we're more than happy. Obviously, you can't use our logo or our name or anything like that, but you can

[12:59]Use it as a template to then change to to to do it for yours. And we're also happy to help you with that. So in my next video, we are going to because this is already too long, we are going to talk about how to use AdSense, not AdSense, how to use Claude and Chat GPT in order to to create a campaign. The first thing we're doing is we're going to create a campaign on paper. In effect, we're going to decide what is our campaign, what are our keywords, who is our mission, da da da. Then after that, we're going to then put it in the

[13:31]The the Google AdSense tool to create actual campaigns with our tools. But our tap our step before we even do that is well, what is our campaign? What are our two ad groups? What are our keywords? So, we're going to do that in the next video. Um, and so again, if you like this series, subscribe, like, share, do the whole thing. That's it. Until the next video.