Internal Document

Strategy: Using YouTube & Gated Content with Google Grant Ads

1. Driving a Google Grant Ad to Your Non-Profit's Page

This is the standard function of a Google Ad Grant. You can absolutely create search ad campaigns that direct users to a specific landing page on your non-profit's website.

Key Compliance Points:

• Domain: The landing page must be on the primary domain that was approved for your Google Grant (e.g., `www.yournonprofit.org/video-landing-page`). You cannot send Grant traffic to a different domain.
• Ad Relevance: Your ad copy, keywords, and the content on your landing page must be tightly aligned and clearly related to your non-profit's mission.

2. Collecting an Email in Exchange for a Video

This is the most critical part where you need to be careful with Google Ad Grant policy. This is often called "gated content." While it is allowed, the primary purpose of your landing page cannot be solely for commercial or information-harvesting purposes. Your page must provide value beyond just the form.

How to Do It Compliantly (Best Practices):

• Provide Context: Your landing page should not just be a form. It should have content that explains the value of the video, how it relates to your mission, and what your organization does.
• Frame the "Ask" Correctly: Instead of a blunt demand, frame it as joining your community.
  Good: "Join our newsletter to get updates on our mission and receive instant access to our exclusive video on [topic]."
  Risky: "Video Access: Email Required."
• Be Transparent: Clearly state what the user is signing up for (e.g., "You'll be added to our monthly newsletter. You can unsubscribe at any time.").
• No Commercial Intent: The page must not have third-party ads. Asking for donations is perfectly acceptable.

3. Having the Video Go to YouTube

This is the easiest part and is 100% compliant. Once the user submits their email address, you have two excellent options for delivering the video.

Option A: Redirect to YouTube (Good)

After the user clicks "Submit" on your form, you can configure the form's "thank you" action to automatically redirect them to the specific video URL on YouTube.

• Pro: Simple to set up.
• Con: It takes the user away from your website.

Option B: Embed the Video on a "Thank You" Page (Better)

This is the recommended approach for the best user experience. After the user clicks "Submit," they are directed to a "thank you" page on your own website. On this page, you embed the YouTube video directly.

• Pro: Keeps the user on your domain, where you can suggest other actions like donating or viewing other content.
• Pro: It reinforces your brand and mission.