Single word keywords are no longer accepted within the Google Ad Grants program apart from owned brand terms and these exceptions. In general, single word keywords are too broad to reflect the specific mission of each nonprofit. Therefore, time must be taken to reflect on the relevance of each keyword. A single word keyword may appear for a broad array of search queries but are those queries relevant to what a specific organization provides? For example, a cat shelter bids on the keyword "cat". This could lead to ads showing to people searching for cat breeds, cat food or cat allergies. These searchers will not likely click on the cat shelter ad and this will decrease their Google Ad Grants CTR. A more appropriate keyword to bid on would be "cat adoption" or "cat rescue".
Specify a target location for each campaign
If ads do not have a targeted location, they will likely show to the entire world. A Google user in Australia will rarely be interested in learning more about a cat shelter in the USA and so will not click on an ad for that organization. It should be remembered that geo-targeting can be refined down to a close as a mile in radius from the organization's location. A volunteer or adoption campaign may only be applicable for localized targeting but an online donation campaign might be able to receive interest on a county or state wide level.
Bid on own brand terms
A campaign which solely bids on the variations of the brand name of an organization will help maintain CTR. For most organizations, the competition and bid cost will be low for these keywords. Existing clients and those who are familiar with the brand will click on the ad close to 100% of the time as it will be at the very top of their search results.
For more ways to maintain or improve Google Ad Grants CTR, take a look at Google's CTR Policy For more general information about Google Ad Grants, download our Grant Info Pack.