The capacity to learn is a gift …The ability to learn is a skill … The willingness to learn is a choice.
Advertising with Google Ads
Attraction Marketing with Google Ads
Welcome to our Google Ads Training
To begin advertising on Google, it’s important to first have your Google Ads Account setup properly. You will find the instructions for this in the tab called “Introductions”.
Take a moment to verify that you have the following in place before you begin the training:
• Gmail account dedicated to your Enagic business
• Google Ads Account connected to that Gmail address
Remember, as you go through the Google Ads training, to continue posting on your Facebook page at the same time.
Planning your Ad Message
Watch all 3 videos, then download the worksheets to guide you as you create your Ad Message plan.
Identify the Offer, Features, and Benefits
UPDATE: The webinar no longer has a live chat function. Do not include that as a feature.
How a Google Ad is Presented
This is a mobile view of a Google Ad
Selecting Words and Phrases from your Landing Page
Ad Building Formulas
Formulas for Headlines and Descriptions
Bringing it all Together
Tips for Ad Copy (Text) Compliance:
• Use words from your landing page for consistency.
• AVOID having words in ALL CAPITAL LETTERS. This practice goes against Google Ads policy.
• Always verify your spelling and punctuation before launching an ad. Google Ads expects accuracy and an ad may even be rejected for misspelled words.
• Never make fake words or add punctuation marks within words to circumvent the rules. (eg. Be.Ur.Own.B.o.s.s.) (eg. G*E*T**R*I*C*H.)
• Avoid using exclamation marks.
Watch this Before Making Your Ad:
Important Advertising Policies
Learn More About the Advertising Policies Here: https://support.google.com/adspolicy/answer/6008942?hl=en
Defining Your Audience Who are They?
Defining Your Audience
Audience Targets in Google Ads
Finding Your Audience – Keyword Targets
Finding Keyword Targets
Keyword Efficiency – Phrase Match
Campaign Setup – How it all Works
The 3 Parts of a Google Ad
Increase Curiosity to Your Ad with a Clickable Sitelink
What's the Next Step?
Congratulations! You’ve completed the very important stepping-stones section of the Google Ads training. You’ve got a good foundation of advertising knowledge.
You’ve learned:
• What we’re marketing, including the features and benefits
• How to create an ad message using attraction marketing
• How your ad is presented online
• How to incorporate your landing page
• Various ad formulas
• How to find your own unique audience
At this time, before launching your first ad, you have a choice to make.
Option 1: If you’re comfortable making videos, proceed from here to the YouTube training and launch a video ad. (YouTube runs on the Google Ads platform, therefore everything you’ve learned so far will apply.) With YouTube, you can really let your personality and unique message shine, getting maximum value from the attraction marketing business model.
Option 2: If you like to take things more slowly and ease into other platforms later, continue with the next training module in Google Ads and launch your first text ad. You’ll notice reminders about Facebook throughout the Google Ads training. This is intentional, so that you establish yourself safely for advertising on Facebook at the same time.
Note: As mentioned in the intro video, Google is an excellent learning platform and a way to get leads fast. However, it is not the platform for the best application of Attraction Marketing. The intention is NOT to stay on Google for a long time, unless, of course, you are getting great results.
Launch Your First Google Ad: Search Campaign
The first Ad you’ll be running on Google is called a “Search Campaign”. This will allow you to show your ad to people in real time, as they are searching on Google for specific keywords and keyword phrases that you have chosen to attach to your ad.
Checklist for Preparing Your First Ad
Verify your payment with Google Ads before continuing to the next step. Click the link below for a list of the accepted payment methods in your area, to be in compliance. If something is not listed, it’s not accepted.
The most effective way to setup your Google Account Billing, and to prevent disruptions in advertising with Google Ads, is to ensure the following:
• You are using a major credit card recognized worldwide, so that Google can verify it.
• Do not use prepaid credit cards; Google does not accept these.
• Your billing name, cardholder name, and address for your payment method (credit card) must match your information of Google Ads account.
• The payment method (credit card) was issued in the same country in which you have registered your Google Ads account.
• Never use a payment method that has been linked to a different Google Ads account that was suspended.
An account with any inconsistent billing information, payment method that cannot be verified, or anything unusual, is considered a violation of Google Ad’s Terms & Conditions and may result in your Google Account being suspended for “suspicious payment activity”. It is easier to take the time to make sure that all account information and billing information are consistent, than it is to appeal a suspension.
Defining Your Audience
• The Google Ads platform may appear slightly different on your device and it changes often with different Operating Systems’ versions. If you don’t see exactly the same format, simply look for the same titles in the menus and headlines on the pages for guidance
Setup Billing Information
After you’ve launched your first ad, be sure to complete this quick step:
Disable this Feature in Account Settings
NOTE: Run this ad for at least 7 days. That is the Google “Learning” period. Mark your calendar to come back in 7 days to assess the recommendations and optimize your keywords. In the meantime, go to the next tab to setup your ad tracking.
Note: While this ad is running, make sure to continue posting on your Facebook page at the same time, and follow the 8-week Facebook plan.
How to Convert Keywords After Ad is Launched
NOTE: This is only needed it you were unable to add the quotation marks to the keywords as you were building your ad. If you were successful in creating keywords with quotation marks (Phrase Match format), then skip this video.
Not Available Yet
Setup for Tracking Results
Now that you’re running an ad, of course you want to see the results it will get for you. Let’s get you setup for tracking results!
Make sure to complete Step 1 and Step 2 below.
Step 1 – Generating Your Global Site Tag and Conversion Event Snippet
If your screen does not look the same as the above video, then your follow this video instead.
Step 2 – Submit the tracking codes to the funnel team to activate them on your landing page and thank you page. Follow the instructions in the next video.
How to Submit Your 2 Google Codes Using the Administration System
After installing your codes and tags, you may still get a warning message from Google stating that the “Tags are not installed”. You can ignore this message. Here’s why:
When we send our codes to the Dream Team Funnel team, we are “installing the tags manually.” That action does not get communicated to Google, so you may continue to see this message. However, when the tags are installed, they trigger information that is sent to Google for the purpose of tracking data produced by your ads. If you see data in your Google Ads dashboard, under any of the columns Conversions, Clicks or Impressions, your codes are properly installed and tracking data correctly.
Additional note: The codes don’t affect your ad results or getting leads; they only track data.
Campaign/Ad Status
Campaign Status – What does it mean?
After you launch your ad campaign, and before the review, you’ll see one of these statuses:
- Under review: The ad is being reviewed by a Google Ads Associate and must be approved before it is live on Google.
- Eligible: The ad has been partially reviewed and approved to run in some contexts. Some factors are still under review.
After the review is complete, your ad will show one of these statuses:
- Eligible (Learning): The ad can be shown to all audiences. If all your campaign settings are correct, it should be running. The platform is learning who the best audience is for your ad, based on your targeting criteria and viewers’ engagement. The learning stage is set to 5 days, but in some cases the time frame may vary.
- Approved: The ad complies with the Google Ads policies, so it can be shown to all audiences. If all your campaign settings are correct, it should be running.
- Approved (limited): The ad can run, but not in all situations because of policy restrictions, such as the use of a trademark, for example.
- Approved (limited all locations): The ad can’t run in your targeted locations because of policy restrictions and targeting settings. The ad can run, however, to people interested in your targeted locations.
- Serving: The video ad is approved to appear on Google.
- Disapproved: The ad cannot run because its content or its destination violates Google Ads policy.
Optimize Your Keywords
Google provides 3 unique ways to optimize your keyword targeting:
- By assessing the results of the keywords/phrases chosen by you at the time of building your ad. Google calls this “Search Keywords”.
- By making computer-generated suggestions of similar keyword phrases to the ones you created when building your ad. Google calls this “Recommendations”.
- By showing you what people have searched on Google that triggered your ad to be shown to them, and allowing you to accept or decline these search terms on you keyword list. Google calls this “Searches”.
Optimize Your Keywords – Part 1
Optimize Your Keywords – Part 2
Update: In Part 2 video, the keywords are shown in Broad Match Modified format (using the + sign) however we suggest using Phrase Match format, as described in the current training. Phrase Match is more effective and Google has announced that they will be removing Broad Match Modified as an option in mid-2021 for that reason.
M. Google Recommendations
What to do with Google Recommendations
Examples and guidance with some common recommendations:
Partner Site: Dismiss this recommendation. It will show your ad on websites that are irrelevant to your business and it will spend your budget very quickly.
Responsive Search Ad: Dismiss this recommendation. Instead, make additional ads in new campaigns, in the format you wish, when you’re ready.
Create New Ads (for Ad Rotation): Dismiss this recommendation. Google’s ad rotation feature is not effective. Choose to make additional ads only after you’ve gained enough keyword and targeting date to optimize. Or, if you’re not satisfied with the results of your current ad even after monitoring keywords, then make a new ad to replace it altogether.
Switch to Maximize Conversions (for Automated Bidding): Consider applying this recommendation. When your account has had many conversions, Google will offer this feature. This one may be worth applying, particularly if all of your campaigns were set to target similar audience and keyword criteria.
Broad Match Keywords: Dismiss this recommendation. You created “Phrase Match” to reduce random search terms from bringing up your ad. Broad Match will increase irrelevant viewing and increase your budget spend.
Optimized Ad Rotation: Dismiss this recommendation. This feature is not effective and will tend to favour specific ads by default criteria set by AI. It is better to let all ads be shown equally, examine the results in the dashboard, and make an informed decision yourself as a business owner.
Smart Campaign (Search or Display): Dismiss this recommendation. This feature will cause your ad to be shown in places that will consume your budget and not bring results.
Add Assets (Images) to Display Campaign: Consider applying this recommendation. This is a personal choice. If you have additional images that you would like to add, do so. If not, leave it as is.
Add New Keywords: Review this recommendation every 3 days. Use your discretion and look at each individual keyword recommendation. Never click “apply all” as you may want to include some of these suggestions in your “Negative Keywords” list. Follow the video in the training on keywords.
SET UP GOOGLE ANALYTICS 4 PROPERTY – Dismiss this recommendation. With the tracking features of the current Google platform, this feature is not necessary for tracking with our business model.
Google Ads Dashboard
Features of the Google Ads Dashboard
How to Delete an Incomplete Campaign
Advanced Keyword Targeting
How to Access Expert Mode and the Keyword Planner
Keyword Targeting for Google Ads
Negative Keywords
Keyword Converting Spreadsheet
If you do not have Microsoft Excel, try downloading a free software called Open Office, then use this document. The Keyword Converter document can also be opened using Apple’s Numbers:
Using Images with Google Display Ad
In order to qualify to run a Display Ad, Google requires the Ad Account to have achieved a minimum of 30 conversions in 30 days. The Display Ad option will only be available in your account if you’ve fulfilled this requirement.
Before beginning this ad, you will need to prepare the following:
• 10 Headlines
• 5 Descriptions (WHY statements)
• Your Landing Page statement
• Minimum 2 images to display on your ad
Build Your Display Ad
Do This if You Don't See the Content Targeting Option
Refine Your Display Ad Settings
Tips for Display Ad:
• Use good quality images, ideally with you in the photo, looking directly at the camera.
• If using stock images from the internet, make sure they are “royalty free” and do not have a logo or any other watermark embedded onto it.
• Use a minimum of 2 images. You can have up to 15.
• If you have a logo, you can add that as an image also.
• Choose 5 unique headlines from your list of Features and Benefits
• Make each headline unique and that they compliment each other.
• Do not repeat similar statements in headlines or descriptions.
• Use the “Long Headline” to present your landing page statement, or create a combination out of some of the 5 short headlines. The short headlines and the long headline will never be shown at the same time.
• Have 3 to 5 unique descriptions, ideally each one being a “WHY” statement.
• Try to include popular keywords identified with the Google keyword search, in your headlines and descriptions.
Note: While this ad is running, make sure to continue posting on your Facebook page at the same time. You can also run the Facebook Engagement Campaign at the same time, if you’ve completed the necessary setup and continuous posting 3 times per day on your page. Follow the 8-week Facebook plan step-by-step.
Google Billing
Finding Your Billing Information
Understanding How Google Ads Billing Works
You may notice after you first launch your ad, Google is spending your budget quickly, even more than your chosen daily amount. This is why.
Google asks for a daily budget value, but when trying to optimize your ad it works within a monthly guideline. If your budget is $10 per day, Google will aim to spend $300 per month.
When an ad is first launched, Google will typically spend more of the total monthly budget in an attempt to test the ad with several different audiences. This continues until the system has enough data to determine which are the best performing ads and who are the best targeted audience. This causes the spending to be highest in the first 3-7 days, spending much more than the daily amount. However, after this initial testing cycle, the daily spending will go down. Don’t worry, the total at the end of the month will be very close to $300 (roughly equivalent to that $10 per day budget).
Your Next Steps
This is a good time to move on to the training on YouTube, Facebook, LinkedIn and Pinterest. There are many social media platforms to benefit from.
Optional – Get the Phone App
Google Ad App
T. Business Verification
Google may ask you to complete “Business Operation Verification” for your Google Ads account. The following is guidance for completing the form. If you are unsure how to word any of your answers, please reach out to your coach or mentor.
To learn more about Business Operation Verification, please click this link to Google’s Advertising Help page: http://bit.ly/3lk0LmJ
What to do if Google Disables You
What to do if Google Disables You
Google may disable an Ad or an Ad Account if they feel that a policy has been broken. They also offer an appeal process.
A minor mistake which is edited before making an appeal is often forgiven.
There are certain policies that Google feels are the most serious. This falls in the category of “Circumventing Policies”. If you have been disabled with this warning, take extra time and attention to follow these steps carefully, then write an apologetic appeal.
Follow these steps if Google has disabled your ad or ad account:
- Review your ad copy (headlines, descriptions, sitelinks, callouts, images) and make sure that everything complies with Google Ads Policies. Some common mistakes are: content referring to sensitive subject matters or current events, excessive capitalization, misspelling, misuse of sitelinks, “get rich quick” claims.
- Review your keywords. Remove any duplicates, and any that are unrelated to your ad text or your landing page.
- Verify that your billing information is correct and current.
- If Google provides a reason for the suspension, make sure you take time to review that specific policy to avoid making the same mistake again.
- Once the above is completed, fill out and submit the appeal form. Be as precise as possible.
- Wait to hear back before taking any additional action. This may take a few days or a few weeks. Never appeal more than once. Google has an exceeded appeal retry-limit.
What to Do if Google Suspends You for “Suspicious Payment Activity”
If you receive an email or notification from Google Ads saying: “your account has been suspended due to suspicious payment activity”, this means that you may have unknowingly violated one of Google Ad’s Terms & Conditions. The most important thing is to determine exactly what triggered the suspension so that you can file an effective appeal.
Do not file an appeal unless you have identified the possible reason for the suspension.
The most common reasons Google will flag an account for “Suspicious Payment Activity” include:
1. Google is not able to verify your credit card or billing;
2. Google does not accept the credit card you used (this includes prepaid cards);
3. You are using someone else’s credit card, so the Billing Name, Cardholder Name or address does not match your name on your Google Ads account;
4. You are using a card with an address that does not match your current location (country & city) as registered with your Google Ads Account;
5. You are using a credit card that is linked with a different Google Ads account that is suspended.
If none of the above situations applies to you, check to make sure you have no outstanding bills owing on your Google Ads account.
Once you identify the cause of your suspension, be sure to correct it first, before filing an appeal with Google.
When you appeal, be specific. Be sure to mention:
1. What you believe caused the suspension
2. The steps you have taken to correct it
Tips for Completing a Google Appeal Form
To appeal a suspension, a form must be completed. Google may provide access to the appeal form on your dashboard, or they may send a link to the form to your Gmail account connected to your Google Ads account.
If you do not find a link to the Google Appeal Form, you can find it by clicking here:
- All areas with an asterisk (*) must be completed.
- We have provided some guidance on how to complete the form. See the images below. The “reason for suspension” is to be completed by yourself – every case is different. Be as detailed as possible.
- Acknowledge your mistake and ask for any guidance that they are willing to offer.
- Be humble and ask for another chance. State any of these that may be applicable to you:
- We recommend that you consult your mentor or coach to review your form before you submit it.
• you are new to Google advertising
• you realize that you made an honest mistake
• you would never intentionally go against any of the Google policies
• you have read the policies and have a better understanding now
- We recommend that you consult your mentor or coach to review your form before you submit it.
How To Find Your Policy Violation Or Appeal Status
What to Do if Your Appeal is Unsuccessful
If your appeal is unsuccessful, you will need to take the following steps to advertise on Google or YouTube again:
- Create a new Gmail account.
- Create a new ad account.
- Purchase a new domain for that account.
- Replace your new domain onto your funnel, or create a new and separate funnel with your new domain. (Both of these will incur fees).
- Set up a different payment method for your new account.
Glossary for Google Ads
Ad Extensions
Additional information that can be added to a Google Ad to encourage people to click, such as sitelink extensions and callout extensions.
Audience
A defined group of people that you select to view your ad, based on specific criteria such as demographics and keywords.
Broad Match Keyword
A wide-reaching keyword option that allows an ad to show when someone searches for that keyword, variations of it, or other related topics.
Call to Action (CTA)
A statement or phrase included in an ad to encourage a viewer to take action, such as “Learn More” or “Sign Up”.
Campaign Type
Advertising formats with specific marketing goals, such as a “Search Campaign” or “Display Campaign.”
Click
When a person “clicks” on an ad and it takes them to a landing page.
Click-Through-Rate (CTR)
The number of clicks an ad has received divided by the number of impressions (views) that the same ad has received. (CTR = # of Clicks / # of Impressions). This metric is used to determine whether an ad is motivating people to take action.
Conversion
The result of someone entering a name and email address on a landing page, directly from a Google ad. (In the Dream Team, we call this a ‘Lead”.)
Conversion Tracking
Google measures conversions (leads) using the event snippet and global site tag attached to the funnel for each domain in the initial setup.
Cost Per Conversion (CPC)
The total cost invested into an ad, divided by the number of conversions an ad has generated. (CPC = money invested / conversions)
Daily Budget
The dollar amount set by the advertiser to be spent per day on an ad. The amount actually spent by Google may vary each day, however Google works on a 30-day cycle. Therefore, when calculating the total budget over the course of 30/31 days, the total should not exceed the daily budget amount as an average.
Display Ad
A type of ad that features visually engaging media, either images or auto-generated video ads. We do not recommend using auto-generated video ads!
Destination URL
The website link that your ad will lead someone to when they click on the call to action button.
Exact Keyword Match
A keyword option that allows an ad to show ONLY when someone searches for that exact keyword/phrase or close variations of it.
Impression
Measures each time an ad is shown.
Keyword
The words or phrases that an advertiser chooses to associate to their ad.
Keyword Planner
A tool offered by Google that helps generate keyword ideas, and creates traffic volume forecasts.
Maximize Clicks
A campaign setting designed to get the most clicks on the ad, within the set budget.
Negative Keyword
A keyword or phrase that prevents an ad from being shown. Any person searching for that negative keyword will NOT see the ad.
Optimization
Refining an ad to get better results.
Phrase Keyword Match
A keyword option that allows an ad to show when someone searches for a phrase that you have selected as a keyword and placed in quotation marks, or a phrase of similar meaning.
Search Term
The actual word or phrase typed into Google that causes an ad to appear.
Text Ad
A text-only Search Ad, containing no images or videos.
Note: For Ad Status definitions, refer to:
Main Tab: Advertising with Google Ads
Sub Tab: Campaign/Ad Status
