Reef Digital Agency named as first APAC Google Ad Grants certified professional

Reef Digital Angency has been named as an Ad Grants certified professional, under the Google program recognising agencies who have demonstrated an ongoing commitment to the successful management of Ad Grants accounts for not-for-profit organisations and charities.

Reef Digital Partners directors: Chris Redshaw, Co-founder and Director, and (R) Hadrien Brassens, Co-founder and Director,

The announcement;

Sydney-based Reef Digital Agency has been named as the first Google Ad Grants Certified Professional in the Asia-Pacific region.

Joining just 9 other agencies globally, the recognition celebrates the work Reef Digital Agency continues to do for some of Australia’s most recognised charity and not-for-profits (NFP) brands, including Opera Australia, Variety – The Children’s Charity, National Disability Services, Australian Cancer Research Foundation, and Guide Dogs NSW.

The Ad Grants Certified Professional status is awarded by Google to agencies who have demonstrated an ongoing commitment to the successful management of Ad Grants accounts for not-for-profit organisations and charities.

Hadrien Brassens, Co-founder and Director at Reef Digital Agency, said, “We’ve always believed in using our expertise for the greater good. Our team is passionate about supporting NFPs and their noble causes, participating in fundraising and volunteering programs. Helping charity organisations with their digital marketing was a natural step for us.”

“Over the years, Reef has helped dozens of NFP organisations become compliant with the Google Ad Grant program and to this date, maintains a 100% retention rate on these accounts. Becoming Australia and APAC’s first Google Ad Grants Certified Professional agency is an amazing recognition of our work and an achievement we are very proud of,” Mr. Brassens added.

The challenge for not-for-profits with the Google Ad Grants scheme is managing and maintaining accounts in line with the strict requirements around performance, bidding and account structure.

Changes made earlier this year to curb abuse of the scheme have significantly increased complexity, with many established charities losing, or at risk of losing, Ad Grants funding and facing reduced performance. Bidding strategies, cost-per-click (CPC) limits and focussing on the ‘primary mission’ of the organisation are all fundamental requirements of the scheme.

A new compliance system was also rolled out in 2018 issuing warnings on settings, ads and keywords in breach of the new rules. As part of the crackdown on mismanagement and foul play, Google has also issued compliance deadlines and begun suspending accounts that fail to meet the mark. Beyond this, continued failure to comply with new regulation results in a loss of Ad Grants status, requiring organisations to re-apply.

The Ad Grants scheme can be applied for by any eligible nonprofit with a valid charitable status and offers up to 10,000 USD per month in AdWords budget. Legacy Grantees were able to apply for the Pro status, unlocking 40,000 USD per month, however applications for this budget level have been suspended.

From a Reef Digital Agency media release


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