When companies falter, it also affects media spend in Google. Due to the many planned closures, companies are currently massively cutting back their advertising budgets, which is reflected in a sharp drop in sales at Google. And that worldwide.
For this reason, Google has also launched a massive assistance program that makes it possible for various industries to use a total of up to$800 million for free ad placement.
The message about this from Sundar Pichai (CEO of Google and Alphabet):
Who gets the free ad budget for Google Ads?
This includes $250 million to WHO and another $100 million to government organizations that are closely linked to Covid-19 and are trying to contain its spread.
Another $200 million goes to NGOs and financial organizations that help small businesses with capital.
The largest block, at $340 million, goes to SMBs that can show an active Google Ads account this year. The respective budget made available can be used flexibly until the end of the year.
How to get the promotion?
Google will automatically inform Google Ad account operators about the budget made available in the coming months.
Google’s goal is to allow companies that need to cut costs to continue to connect with their customers. And of course, Google has a vested interest in keeping businesses active in Google Ads.
The FAQs from Google about the promotion: (in german)
In addition to providing $340 million in advertising credits, Google has established a fund to help NGOs and financial institutions around the world provide small businesses with access to capital. This is in addition to the $15 million in cash grants that Google.org already provides to nonprofits to help fill these gaps for SMEs.
Small and medium-sized enterprises are the backbone of communities. According to the World Bank, they represent around 90 percent of all companies and more than half of employment worldwide. COVID-19 has presented these companies with a particular challenge, as they may face closures and declining revenues even as they find ways to support and protect their employees. We hope to reduce some of the costs through advertising subsidies to stay in touch with their customers.
Ad credits are available to small and medium-sized businesses that advertise directly with Google or through partners around the world with active accounts since the beginning of 2019.
Small and medium-sized businesses worldwide that have been active advertisers since the beginning of 2019 will be notified through notifications in their Google Ads account in the coming months.
Google Ads credits can be used at any point during the year. The credit expires on December 31, 2020. Unused shares are removed from Google Ads accounts.
Yes. These ad credits apply across the entire Google Ads platform, including search, display, and YouTube, and across all campaign types.
Advertisers who receive ad credit will be notified in the coming months. We are in the process of building these special credits into Google Ads accounts. Therefore, notifications are not displayed immediately.
The FAQ in English: https://support.google.com/google-ads/answer/9803410
Yesterday (13.05.20), the direct info also fluttered into the (agency) mailboxes that the provision of advertising credits will now start at the end of May. How high they are depends on the previous Ads spend. Google sends out corresponding notifications when the budget is then available in your own advertising account.