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Google Ads
for Civics

Google Civics Outreach

Agenda
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● What is the Google Ads platform?

● How to get started

● Google Search ad campaign strategy

● YouTube ad campaign strategy

● FAQs & Resources

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What is the Google Ads platform?

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Google Ads is an ad platform for reaching all of Google

Google Ads
[Link]/ads

Google Search Ads

Google Display Ads
[Link]
eg: [Link]

YouTube Ads
[Link]
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Each type of ad has its own characteristics

Google Search Ads YouTube Video Ads Google Display Ads

Targeting: Search Queries Targeting: Audiences within your Targeting: Audiences or

within your district district Placements with your district
Bidding: Cost Per Click Bidding: Cost Per 15 sec View Bidding: Cost Per 1,000
Format: Text Format: 15 or 30 sec Video Impressions or Cost Per View
Use Case: Reach constituents Use Case: Deliver a public service Format: Image or Video
when they are looking for you, a announcement or highlight your Use Case: Reach constituents
policy issue, or help with a constituent services with your message as they
federal agency view news content
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Each type of ad has its own characteristics

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How to get started

The process for getting started with Google Ads
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● Part 1: Use your existing office Google Account to access Google Ads

● Part 2: Understand the political verification process

● Part 3: Establish the proper Payment Profile in Google Ads

● Part 4: Verify as a U.S. organization

● Part 5: Verify as an authorized representative with a U.S. identity

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Part 1

Use your existing office

Google Account for
Search & YouTube to
access Google Ads
Step 1.1: Log into your existing Google Account used for
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Search & YouTube

● It is essential to use your existing Google Account used to log into your

Google Knowledge Panel and YouTube Channel for two reasons:

○ You are not switching between duplicative Google Accounts for your

organization

○ You can run YouTube ads

Step 1.2: Go to [Link]/ads and click
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Step 1.3: Click the “Experienced with Google Ads?” link to
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bypass an initial ad campaign setup even if new to Google Ads

Step 1.4: Select “Create an account without a campaign”
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Step 1.5: Confirm your information
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Step 1.6: Congrats! Your Google Ads Account is created and
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your Ads Customer ID is located in the upper righthand corner

Step 1.7: Click “Explore Your Account”
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Step 1.8: You will land on your Google Ads Account Overview screen,
which you can always access by clicking the Google Ads logo and
functions as the home screen for Google Ads
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Part 2

Understand Google’s
political ads policy

More information:
[Link]
Political ad policy overview
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● What is political ad content on Google? Ads for political organizations, political parties, political
issue advocacy or fundraising, individual candidates and elected officials
● Who needs to be verified? Any organization running ads that feature a federal candidate or
current elected federal office holder in the United States. Elected federal offices include those of
the President and Vice President of the United States, and members of the United States House of
Representatives and United States Senate.
● How do political ads differ from commercial ads? Google requires that all political ads show a
disclosure that identifies who has paid for the ad. For most ad formats, Google will automatically
generate a “Paid for by“ disclosure, using the information provided during the verification process.
In your case, you will verify as the U.S. House of Representatives and the disclosure will simply
state U.S. House of Representatives. Verification is also required to target congressional districts.

More information: [Link]

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Part 3

Establish the proper

Payment Profile in Google
Ads

More information:
[Link]
Step 3.1: Make sure your payment profile is set up with
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the “Business” Account Type

● If your Account Type is “Individual,” create a new Google Ads account with the
appropriate Account Type setting with your same office Google Account.
● If your Account Type is “Business,” ensure that you enter the name that matches your
W-9 forms before applying for verification.

Note: The following instructions will walk you through this process

More information: [Link]

Step 3.2: Return to the Google Ads Account Overview page
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More information: [Link]

Step 3.3: Select the tools menu
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More information: [Link]

Step 3.4: Select the Billing & payments tool
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More information: [Link]

Step 3.5: Fill in Billing Country and confirm USD as currency
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More information: [Link]

Step 3.6: Input your organization name as it reads on your
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legal documents and your credit card information for billing.

*It is okay if your interface

looks slightly different than
the one pictured here.

More information: [Link]

Step 3.7: Click submit when complete, which will land you on
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your Billing & payments Summary page

Step 3.8: Click the Settings button on this page
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Step 3.9: You will land on the following page
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Step 3.10: Under Payments profile, confirm that your Account

type is “Business” and your Business name and address EXACTLY
match your legal documents

Example address
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Part 4

Verify as a U.S.
organization

More information:
[Link]
Which individuals can complete the verification process
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for an organization?

● You must be an authorized representative for your office in order to complete the two
steps of this verification process.
● To be an authorized representative, you need to be a full-time employee of the office,
or if applicable, a representative of the ad agency representing the entity.
● You will also need access to the organization’s Google Ads account.

More information: [Link]

Step 4.1: Gather the required application information to
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verify as an organization
1. Your Google Ads Customer ID (see Step 6 from Part 1 or the upper righthand corner of your Google Ads interface)

2. Your name

3. Your organization's FEC ID: If you do not have a FEC ID, you can instead submit your organization’s EIN and W-9 Form

4. Email address: Email address you use to log into Google Ads.

5. Organization name: The organization name provided here must exactly match the name associated with your FEC ID or W-9
document, including any capitalization and punctuation. This name will also be visible in the ad’s “Paid for by” public
disclaimer.

6. Organization’s address: This must match the full mailing address associated with your organization’s FEC ID or EIN
registration on the W-9.

More information: [Link]

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Step 4.2: Start the verification application form for your organization
at [Link]
This is a shared form with FEC ads hence the election form name

Add your Google Ads Customer ID

For most, select Organization

More information: [Link]

Step 4.4: Complete the rest of the application with the
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information you gathered in Step 4.1 and attach your

edited W-9 when prompted.

Your name

Choose FEC ID or EIN number

The email used for your

Google Ads Account

Organization Name

Use your
full office mailing address
that is also on your FEC
application or W-9.

More information: [Link]

Step 4.5: Wait for your organization to be verified
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Approval time generally takes place between

3 - 5 business days but it can be faster

Verification is first-come-first-serve: we cannot

expedite verification to assure equal treatment

More information: [Link]

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Part 5

Verify your authorized

representative U.S. identity
Once Google verifies your organization’s eligibility to run ads,
you’ll receive an email and an in-account notification* (in a
red bar at the top of the Google Ads account) that guides
you through the identity verification process in Google Ads.

More information:
[Link]

*More information on in-account notifications:

[Link]
Step 5.1: Gather the required application information to
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verify your U.S. identity

Once Google verifies your organization’s eligibility to run ads, you’ll receive an email and an in-account notification (in a red bar at the
top of the Google Ads account), that guides you through the identity verification process in Google Ads.

To verify that you are a U.S. resident, you’ll be asked for the following:

1. Organization name
2. Your organization's FEC ID: If you do not have a FEC ID, you can instead submit your organization’s EIN
3. Organization’s address: This must exactly match the full mailing address associated with your organization’s FEC ID or EIN
registration on the W-9
4. Your name
5. A copy of your government-issued photo ID (a current U.S. passport, state ID, or driver’s license)

More information: [Link]

Step 5.2: Submit the application to verify your identity within
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Google Ads as prompted by the notification below within the

Billing & payments tool when it becomes available to do so

Note: See Part 3 of this deck if you need a refresher

on how to access the Billing & payments tool

More information: [Link]

Step 5.3: Wait for individual verification
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Standard approval time is between

3 - 5 business days but it can be faster

Verification is first-come-first-serve: we cannot

expedite verification to assure equal treatment

More information: [Link]

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Part 6

FAQs & Resources

How does Google use the information submitted for
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verification?

With the information you provide during the verification process, Google will:
● Verify your identity and eligibility to run ads related to the U.S. government and
political system as a legal U.S. resident. Your personal information is used for no other
purpose.
● Generate, when possible, an in-ad disclosure that identifies who paid for your ad. This
means your organization’s name, not your individual name.
● Publish a publicly available Political Advertising transparency report and ads library
with data on funding sources for political ads, the amounts being spent, and more.
This means your organization’s name, not your individual name. This report is updated
every week on Tuesday.

More information: [Link]

What does the Transparency Report disclose?
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Link to the report: [Link]

What does the Transparency Report disclose?
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● Number of political ads in U.S. since May 31, 2018 via Google Ads services
● Amount spent on political ads nationally
● Amount spent by state
● Political advertisers ranked by amount spent
● Top keywords targeted by Search ads by amount spent
● A library of all political ads by advertiser - each ad will include the creative, format,
amount spent, number of impressions, and date range

Link to the report: [Link]

What should I do if my ads are disapproved or if I have a
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policy question?
Submit this form: [Link]
Can you summarize the verification process?
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Access the Google Ads platform

Verify as a U.S. organization

Wait 4 - 7 business days

Verify as a legal U.S. resident

Wait 3 - 5 business days

Done
All resources related to verification can be found below
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Content Covered by Comprehensive Ad Disapproval and

Google’s Political Verification Guide Policy Help Form
Advertising Policy

Details: Details: Details:

[Link] [Link] [Link]
m/adspolicy/answer/6014 m/adspolicy/answer/9002 m/google-ads/contact/ap
595 729 provals
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Google Search ad
campaign strategy
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Google Ads is an ad platform for reaching all of Google

Google Ads
[Link]/ads

Google Search Ads

Google Display Ads
[Link]
eg: [Link]

YouTube Ads
[Link]
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Use a marketing funnel to organize your strategy

Goal Ad Type

Reach constituents with

a public service announcement
Awareness

Reach constituents interested in

topics you want to address - i.e. Interest
“federal healthcare”

Reach constituents searching Intent

for you and your services - i.e.
“Issue with the VA”
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Part 7 Awareness
Understand Google
Search Ads Interest

Intent
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Search demonstrates interest & intent

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Google processes 40K

Searches every second,
and 3.5 Billion Searches every day
Search is going mobile, making ads key for top-line visibility
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More than 50% of Google

Searches are on mobile

You only pay when

someone clicks on your ad
Here are some Search franking examples with the
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marketing funnel in-mind

Awareness

“Trey Hollingsworth” Interest

“VA issue” Intent

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Part 8 Awareness
Create your Search ad
campaign Interest

Intent
Step 8.1: Understand the sections of a Search ad campaign
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Google Ads Account

[Link]/ads

Search Ad Campaign

Ad Group Ad Group

Keywords Keywords Keywords Keywords

Keywords Keywords Keywords Keywords
Keywords Keywords Keywords Keywords

Ad 1 Ad 2 Ad 3 Ad 1 Ad 2 Ad 3
What are Ad Groups?
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Build tightly themed ad groups with specific keywords, synonyms, plurals,

variations and negative keywords

Just OK Better Great

AD GROUP 1 - COMPUTER CLASSES AD GROUP 1 - KIDS CLASSES AD GROUP 1 - KIDS CODING CLASSES
learn to code for kids learn to code for kids learn to code for kids
teach kids coding online teach kids coding online teach kids coding online
adult coding class computer class for kids online coding class for kids
computer classes online for seniors computer classes for kids kids coding class
computer workshop for seniors online coding class for kids
how can I learn to code kids coding class AD GROUP 2 - ADULT TYPING CLASSES
computer class online adult typing class
learn to code for kids AD GROUP 1 - ADULT CLASSES how can I learn to type faster as an adult
teach kids coding online adult coding class free adult typing class
computer skills for seniors how can I learn to code need to know how to type for my job
basic computer skills for adults computer class online
computer skills for seniors AD GROUP 3 - SENIOR COMPUTER SKILLS
basic computer skills for adults computer skills for seniors
basic computer skills for adults
beginners computer class for seniors
seniors beginning computer class
What are keywords?
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Search term

Search Ads
Keyword
donate furniture

Organic results
Step 8.2: Plan Search campaign around keyword topics
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Search Ad Campaign

Organization’s Name Services

Organizational
Organization's Name Support based search
services
Wounded Warrior Project Support Wounded Warriors
Veterans Services
WWP Make an impact for veterans
Help with VA
Wounded Warrior Donate to veterans
VA claim

Ad 1 Ad 2 Ad 3 Ad 1 Ad 2 Ad 3
Step 8.3: Start a campaign build by returning to home screen
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More information: [Link]

Step 8.4: Select Campaigns and the + button to create
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your campaign

More information: [Link]

Step 8.5: Select Search as the campaign type
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Step 8.6: Select “Website traffic” as campaign goal
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If you are familiar with conversion tracking select Leads

Step 8.7: State your Campaign name
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Step 8.8: Deselect Search Network and Display Network
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This assures your Search ads only run on [Link]

Step 8.9: Under Locations, select your target geo
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We do not recommend changing Location options defaults

Step 8.10: Under Language, select the campaign’s
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language - create one campaign per language

Step 8.11: Set daily budget, namely your budget / days
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Do not select Delivery method: Accelerated, unless desired

Step 8.12: Assure bidding is set to maximize clicks and
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add Ad extensions to increase performance

Step 8.13: Click “Save and Continue” to move on to
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creating your Ad groups

Structure your Search Ad campaign around keyword topics
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Congressional Ad Account
[Link]/ads

Search Ad Campaign

Member’s Name Constituent Services

Member’s Name District Constituent services

John Smith My congressional district Service academy application
Rep John Smith Who is my congressman Service academy process
Rep Smith California congressional district Help with VA
VA claim
Step 8.14: Set name and keywords for first Ad Group
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related to your organization’s Name

Step 8.15: Set name and keywords for second Ad Group
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related to your mission or services

Step 8.16: Create additional Ad groups (if desired)
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Step 8.17: Select “Save and Continue” when you are
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finished creating your keywords for each Ad Group

Step 8.18: Create your ads for first Ad group related to
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your organization’s Name

Step 8.19: Create your ads for second Ad group related to
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your mission plus any additional Ad groups

Step 8.19: Create your ads for second Ad group related to
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your mission plus any additional Ad groups

Step 8.20: Review your campaign
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Step 8.21: Select “Continue to Campaign” to set it live
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Step 8.22: Click “Overview” and then “Campaigns” to
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track your performance and manage your ads

Step 8.23: To pause your ads before the end date, select
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the checkbox next to the campaign name

Step 8.24: Click edit and then pause
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Step 8.25: Check your performance metrics during the
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campaign in real-time and after it ends

● Impressions - How many times your ad was shown

● Click Through Rate (CTR) - % of time your ads were clicked on

● Clicks - Number of clicks on your ad

● Cost Per Click (CPC) - Cost per click to website

More information: [Link]

Step 8.25: Find your metrics by customizing your
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columns using the button above your campaign and

selecting the dates your campaign ran
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YouTube ad campaign strategy

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Part 9 Awareness

Understand Interest
YouTube Ads
Intent

More information:
[Link]
YouTube is where people will hear and see your ad
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vs. TV
nearly

2x
attention paid

Source: Google/Ipsos, YouTube and TV Attention in Home Research, U.S.

 YouTube is where people will hear and see your ad
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vs. sound off

2.4x
attention paid

Source: Google/Ipsos, YouTube and TV Attention in Home Research, U.S.

 YouTube is where people will hear and see your ad
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vs. rest of web

95%viewability
95%
audibility
66%
industry average

Source: Google/Ipsos, YouTube and TV Attention in Home Research, U.S.

 More attention = better results
Ads that are seen and heard shift consideration 2.5x more
YouTube has many different video ad formats by objective
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AWARENESS CONSIDERATION ACTION

TrueView

Bumpers

Non-skip 15s/20s

Discovery

Masthead

Outstream
(Only on GVP)

CPM CPV CPA

TrueView is the most useful for a franking video ad
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AWARENESS CONSIDERATION ACTION

TrueView

Bumpers

Non-skip 15s/20s

Discovery

Masthead

Outstream
(Only on GVP)

CPM CPV CPA

How TrueView works
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5 seconds 30 seconds
You can’t Only pay after video completes
skip yet or 30 seconds have been
Skip Ad watched
A TrueView franking example
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See here: [Link]

TrueView video best practices for franking
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● Branding: Brand in lower righthand corner

● Format: Horizontal or square video
● Length: 15 secs Your Video
● Text Description: Our constituent services
● Button Text: Contact us
● Do not feature text in the video

*If you want to tell a longer story, you can sequence

multiple 15 sec videos to play to each constituent
one-after-the-other
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Part 10 Awareness

Create your YouTube Interest

ad campaign
Intent
Step 10.1: Return to the Campaigns section of Google Ads
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Step 10.2: Click the blue plus button to create a campaign
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Step 10.3: Select the Video campaign type
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Step 10.4: Select the Goal for the campaign - Brand
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awareness and reach is the most popular and effective

1 Leads: Newsletter sign-ups 3 Consideration: Promote constituent services
2 Traffic: Website actions 4 Awareness: Promote constituent services
Step 10.5: Select the Skippable in-stream format unless you
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would like to run unskippable ads at a premium

Step 10.6: Name your campaign, set your Budget, set your
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Start date, set your End date - 4 weeks is the standard

Step 10.7: Select your Bidding strategy (Target CPM
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recommended) and only “YouTube videos” for Networks

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Wait, what is a CPM?

The most common digital ads cost metric,
cost per 1,000 impressions, or
cost to show your ad 1,000 times
Step 10.8: Select your desired geo-targeting under Locations
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Step 10.9: Select “Limited inventory”, select all Excluded
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content options, and select all Excluded types and DL-MA

Step 10.10: Name your Ad group, select Demographics or
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Audiences or Topics if desired, set a bid

Step 10.11: Upload your video to YouTube as public or hidden
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and copy its URL below to select it as your ad

Step 10.12: Add ad copy, a link, and other creative features to
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strengthen your ad and drive supplemental action to website

Step 10.13: Click SAVE AND CONTINUE when you are ready to
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review the campaign and then set it live

Check out the Search Ad section for how to turn

on/off campaign as it is the same process
Step 10.13: Check your performance metrics during the
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campaign and after it ends

● Unique Users - How many people saw your ad

● Views - How many full views your ad received

● View Rate - % of time ad was viewed to completion

● Cost Per View (CPV) - Cost per view

Step 10.13: Find your metrics by customizing your columns
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using the button above your campaign and selecting the

dates your ran
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FAQs & Resources

What should I do if my ads are disapproved or if I have a
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policy question?
Submit this form: [Link]
How do I improve my quality score?
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Evaluate your site to improve ad

quality

[Link]
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Thank You