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Single Keywords

Keywords are the most crucial element in search campaigns. Users enter them into the search engine, and your ad responds to their query.

Google Ad Grants Policy

According to the Google Ad Grants policy, single-word keywords are not allowed on your account.

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.

Instead of a single-word keyword like "foundation," use a more specific phrase, for example, "charitable foundation" or "foundation for children."

However, there are a few exceptions, which 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+




You can find the full list of allowed single keywords here.

Free audit of your Google Ads account. Use PING to receive a free Google Ad Grants policy compliance audit - here

How does PING work?

PING analyzes all enabled campaigns on your Google Ads account (excluding smart campaigns).

If your campaigns include single keywords:

  • PING: You will receive a notification.

  • PING + Assistant: PING will automatically pause keywords that violate the Google Ad Grants program policy.

How to remove single keywords from the account?

In the left navigation bar, select "Keywords." You will see all the keywords added to your campaigns.

Use the search function to find a single keyword, then click the dot next to the phrase and select "Remove".



We understand your needs, and we know that managing a Google Ad Grants account is not easy. In response to this problem, we have created PING , which will give you confidence that your account complies with the program's policies and will not be blocked.

With PING, you will receive a periodic report of your account with most important information regarding Google Ad Grants policy, including:

  • campaign settings - type, budget, languages, locations, bid strategy, number of ad groups

  • ads - we will check if ads are properly configured and if there are any disapproved ads on the account

  • keywords - we will check if there are any prohibited single keywords or keywords with low quality scores on the account

You can choose from one of three options of PING. You can opt for a free option, with audit every 90 days or one of the paid versions:

PING - weekly account audit. Gain confidence in adhering to Google Ad Grants policy and receive recommendations on how to improve results. Buy now (39 USD/month) →
PING + Assistant - automatic account changes. The assistant will check your account daily and fix all errors on your behalf. Buy now (79 USD/month) →

Have any questions?

Check out the full PING offer - here or schedule a free consultation - here.

We also invite you to join our open Facebook group for organisations using the Google Ad Grants program - here.


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