Google is setting aside $340 million in advertising credits to keep small and medium-sized businesses reaching customers through the pandemic, the company said in late March.
The credits will appear in eligible Google Ads accounts over the coming months, and they are aimed at businesses that were already spending. A support page states that businesses that have been advertising on the platform since January 1, 2019 will get a credit notification in their account. Companies that advertise directly with Google or through a partner are covered, but firms that open a new account now will not qualify.
The credits can be used anywhere in Google Ads, covering Search, Display and YouTube along with every campaign type. Google has not said how much any single advertiser will receive, only that the total pool is $340 million.
There is an expiry date. The credits must be used before the end of 2020 and cannot be carried into 2021, so the relief reads as a short-term bridge rather than a permanent subsidy.
The ad credits are one piece of a larger package. Google has also committed a $200 million investment fund for non-government organisations and financial institutions, meant to keep capital flowing to smaller firms as the slowdown bites.
For eligible advertisers, the mechanics are straightforward: a notification simply shows up, no application needed, and the credit sits in the account until it is spent or the year ends.
Sources
- Google Offers $340 Million Advertising Credits
- Google Ads: $340 Million Free Credits to Support SMBs During COVID-19
