Google Grants Link Policy and Pointers

Tuesday, May 19, 2009 | 3:55 PM

Labels: ,

If your organization is considering changes to your website or adding additional websites to your Google Grants ads, please read on for some helpful pointers regarding Google Grants and AdWords website and link policies.

Notify us if your current website content changes significantly or if you'd like to promote additional websites through your Google Grants ads  
As a Google Grants participant, you received initial approval to link your ads to the URL you listed in your application. Since organizations' websites may evolve over time, we encourage you to notify us if there are significant changes to your website content, organization focus, or mission. An example of a significant change is if your organization shifts its focus from distributing email newsletters on the topic of child safety to selling child safety products online. A minor change to your site layout or the addition of a new website section does not count as a significant change.   

It's also possible to promote additional websites that your organization owns through your Google Grants ads. We ask that you notify us beforehand to provide detail on how you intend to promote the additional website and share proposed ad text and keywords.
Your organization must own the URLs you advertise 
It's important to note that your organization cannot link your ads to websites that you do not own. In cases such as project co-sponsorship, in which your organization would like to run ads for a URL that does not belong to your organization, we recommend linking your ads to a specific landing page on your website first, then linking from that webpage to the different URL.  

Your organization cannot run ads with redirect URLs
We require that your ad's display URL match its destination URL (the URL of your landing page); we monitor and don't allow ads with display URLs that redirect to different destination URLs.

For example, if your destination URL is, your display URL must be or The domains and the extensions should match exactly.

Google Grants accounts are also subject to AdWords Link Guidelines
In addition to Google Grants approval for your website, any websites in your ads must also meet our AdWords Link Guidelines. Please review these guidelines prior to creating your ads.