Google Ads for Civics

Home , Google Ads

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Google Civics Outreach Proprietary + Conﬁdential Agenda

● What is the Google Ads platform?

● How to get started

● Google Search ad campaign strategy

● YouTube ad campaign strategy

● FAQs & Resources Proprietary + Conﬁdential

What is the Google Ads platform? Proprietary + Conﬁdential Google Ads is an ad platform for reaching all of Google

Google Ads google.com/ads

Google Search Ads Google Display Ads google.com eg: cnn.com

YouTube Ads youtube.com Proprietary + Conﬁdential 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 Proprietary + Conﬁdential Each type of ad has its own characteristics Proprietary + Conﬁdential

How to get started Proprietary + Conﬁdential The process for getting started with Google Ads

● 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 Proprietary + Conﬁdential

Part 1

Use your existing office Google Account for Search & YouTube to access Google Ads Proprietary + Conﬁdential Step 1.1: Log into your existing Google Account used for 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 Proprietary + Confidential Step 1.2: Go to google.com/ads and click Proprietary + Confidential Step 1.3: Click the “Experienced with Google Ads?” link to bypass an initial ad campaign setup even if new to Google Ads Proprietary + Confidential Step 1.4: Select “Create an account without a campaign” Proprietary + Confidential Step 1.5: Confirm your information Proprietary + Confidential Step 1.6: Congrats! Your Google Ads Account is created and your Ads Customer ID is located in the upper righthand corner Proprietary + Confidential Step 1.7: Click “Explore Your Account” Proprietary + Confidential 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 Proprietary + Confidential

Part 2

Understand Google’s political ads policy

More information: https://support.google.com/adspolicy/answer/6014595 Proprietary + Conﬁdential Political ad policy overview

● 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: https://support.google.com/adspolicy/answer/6014595# Proprietary + Conﬁdential

Part 3

Establish the proper Payment Profile in Google Ads

More information: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 3.1: Make sure your payment profile is set up with 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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 3.2: Return to the Google Ads Account Overview page

More information: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 3.3: Select the tools menu

More information: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 3.4: Select the Billing & payments tool

More information: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 3.5: Fill in Billing Country and confirm USD as currency

More information: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 3.6: Input your organization name as it reads on your 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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Confidential Step 3.7: Click submit when complete, which will land you on your Billing & payments Summary page Proprietary + Confidential Step 3.8: Click the Settings button on this page Proprietary + Confidential Step 3.9: You will land on the following page Proprietary + Confidential 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 Proprietary + Conﬁdential

Part 4

Verify as a U.S. organization

More information: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Which individuals can complete the verification process 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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 4.1: Gather the required application information to 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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 4.2: Start the verification application form for yourorganization at https://support.google.com/adspolicy/contact/us_election_ads 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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 4.4: Complete the rest of the application with the 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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 4.5: Wait for your organization to be verified

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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential

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: https://support.google.com/adspolicy/answer/9002729

*More information on in-account notifications: https://support.google.com/google-ads/answer/7543712 Proprietary + Conﬁdential Step 5.1: Gather the required application information to verify your U.S. identity

Once Google verifies your organization’s eligibility to run ads, you’ll receive an email and anin-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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 5.2: Submit the application to verify your identity within Google Ads as prompted by the notification below withinthe 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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 5.3: Wait for individual verification

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: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential

Part 6

FAQs & Resources Proprietary + Conﬁdential How does Google use the information submitted for 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 Advertisingtransparency 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 isupdated every week on Tuesday.

More information: https://transparencyreport.google.com/political-ads/overview Proprietary + Conﬁdential What does the Transparency Report disclose?

Link to the report:https://transparencyreport.google.com/political-ads/overview Proprietary + Conﬁdential What does the Transparency Report disclose?

● 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:https://transparencyreport.google.com/political-ads/overview Proprietary + Conﬁdential What should I do if my ads are disapproved or if I have a policy question?

Submit this form: https://support.google.com/google-ads/contact/approvals Proprietary + Conﬁdential Can you summarize the verification process?

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 Proprietary + Conﬁdential All resources related to verification can be found below

Content Covered by Comprehensive Ad Disapproval and Google’s Political Verification Guide Policy Help Form Advertising Policy

Details: Details: Details: https://support.google.co https://support.google.co https://support.google.co m/adspolicy/answer/6014 m/adspolicy/answer/9002 m/google-ads/contact/ap 595 729 provals Proprietary + Conﬁdential

Google Search ad campaign strategy Proprietary + Conﬁdential Google Ads is an ad platform for reaching all of Google

Google Ads google.com/ads

Google Search Ads Google Display Ads google.com eg: cnn.com

YouTube Ads youtube.com Proprietary + Conﬁdential 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” Proprietary + Conﬁdential

Part 7 Awareness

Understand Google Search Ads Interest

Intent Proprietary + Conﬁdential

Search demonstrates interest & intent Proprietary + Conﬁdential

Google processes 40K Searches every second, and 3.5 Billion Searches every day Proprietary + Conﬁdential Search is going mobile, making ads key for top-line visibility

More than 50% of Google Searches are on mobile

You only pay when someone clicks on your ad Proprietary + Conﬁdential Here are some Search franking examples with the marketing funnel in-mind

Awareness

“Trey Hollingsworth” Interest

“VA issue” Intent Proprietary + Conﬁdential

Part 8 Awareness

Create your Search ad campaign Interest

Intent Proprietary + Conﬁdential Step 8.1: Understand the sections of a Search ad campaign

Google Ads Account google.com/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 Proprietary + Conﬁdential What are Ad Groups? 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

To note Add ~5-50 closely related keywords to each ad group that you’d want to show the same ad for.

l Proprietary + Conﬁdential What are keywords?

Search term

Search Ads Keyword

donate furniture

Organic results Proprietary + Conﬁdential Step 8.2: Plan Search campaign around keyword topics

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 Proprietary + Conﬁdential Step 8.3: Start a campaign build by returning to home screen

More information: https://support.google.com/adspolicy/answer/9002729 Proprietary + Conﬁdential Step 8.4: Select Campaigns and the + button to create your campaign

More information: https://support.google.com/adspolicy/answer/9002729 Proprietary + Confidential Step 8.5: Select Search as the campaign type Proprietary + Confidential Step 8.6: Select “Website traffic” as campaign goal If you are familiar with conversion tracking select Leads Proprietary + Confidential Step 8.7: State your Campaign name

Proprietary + Confidential Step 8.8: Deselect Search Network and Display Network This assures your Search ads only run on google.com Proprietary + Confidential Step 8.9: Under Locations, select your target geo We do not recommend changing Location options defaults Proprietary + Confidential Step 8.10: Under Language, select the campaign’s language - create one campaign per language Proprietary + Confidential Step 8.11: Set daily budget, namely your budget / days Do not select Delivery method: Accelerated, unless desired Proprietary + Confidential Step 8.12: Assure bidding is set to maximize clicks and add Ad extensions to increase performance Proprietary + Confidential Step 8.13: Click “Save and Continue” to move on to creating your Ad groups Proprietary + Confidential Structure your Search Ad campaign around keyword topics

Congressional Ad Account google.com/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 Proprietary + Confidential Step 8.14: Set name and keywords for first Ad Group related to your organization’s Name Proprietary + Confidential Step 8.15: Set name and keywords for second Ad Group related to your mission or services Proprietary + Confidential Step 8.16: Create additional Ad groups (if desired) Proprietary + Confidential Step 8.17: Select “Save and Continue” when you are finished creating your keywords for each Ad Group Proprietary + Confidential Step 8.18: Create your ads for first Ad group related to your organization’s Name Proprietary + Confidential Step 8.19: Create your ads for second Ad group related to your mission plus any additional Ad groups Proprietary + Confidential Step 8.19: Create your ads for second Ad group related to your mission plus any additional Ad groups Proprietary + Confidential Step 8.20: Review your campaign Proprietary + Confidential Step 8.21: Select “Continue to Campaign” to set it live Proprietary + Confidential Step 8.22: Click “Overview” and then “Campaigns” to track your performance and manage your ads Proprietary + Confidential Step 8.23: To pause your ads before the end date, select the checkbox next to the campaign name Proprietary + Confidential Step 8.24: Click edit and then pause Proprietary + Confidential Step 8.25: Check your performance metrics during the 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: https://support.google.com/google-ads/answer/1722035 Proprietary + Conﬁdential Step 8.25: Find your metrics by customizing your columns using the button above your campaignand selecting the dates your campaign ran Proprietary + Conﬁdential

YouTube ad campaign strategy Proprietary + Conﬁdential

Part 9 Awareness

Understand Interest YouTube Ads Intent

More information: https://support.google.com/google-ads/answer/2375497 Proprietary + Conﬁdential YouTube is where people will hear and see your ad

vs. TV nearly

2x attention paid

Source: Google/Ipsos, YouTube and TV Attention in Home Research, U.S. Proprietary + Conﬁdential YouTube is where people will hear and see your ad

vs. sound off

2.4x attention paid

Source: Google/Ipsos, YouTube and TV Attention in Home Research, U.S. Proprietary + Conﬁdential YouTube is where people will hear and see your ad

vs. rest of web

95% 95% 66% viewability audibility 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 consideration2.5x more Proprietary + Conﬁdential YouTube has many different video ad formats by objective

AWARENESS CONSIDERATION ACTION

TrueView

Bumpers

Non-skip 15s/20s

Discovery

Masthead

Outstream (Only on GVP)

CPM CPV CPA Proprietary + Conﬁdential TrueView is the most useful for a franking video ad

AWARENESS CONSIDERATION ACTION

TrueView

Bumpers

Non-skip 15s/20s

Discovery

Masthead

Outstream (Only on GVP)

CPM CPV CPA Proprietary + Conﬁdential How TrueView works

5 seconds 30 seconds

You can’t Only pay after video completes skip yet or 30 seconds have been Skip Ad watched Proprietary + Conﬁdential A TrueView franking example

See here: https://www.youtube.com/watch?v=ruy9OuOC-Y0 Proprietary + Conﬁdential TrueView video best practices for franking

● 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 Proprietary + Conﬁdential

Part 10 Awareness

Create your YouTube Interest ad campaign Intent Proprietary + Confidential Step 10.1: Return to the Campaigns section of Google Ads Proprietary + Confidential Step 10.2: Click the blue plus button to create a campaign Proprietary + Confidential Step 10.3: Select the Video campaign type Proprietary + Confidential Step 10.4: Select the Goal for the campaign - Brand 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 Proprietary + Confidential Step 10.5: Select the Skippable in-stream format unless you would like to run unskippable ads at a premium Proprietary + Confidential Step 10.6: Name your campaign, set your Budget, set your Start date, set your End date - 4 weeks is the standard Proprietary + Confidential Step 10.7: Select your Bidding strategy (Target CPM recommended) and only “YouTube videos” for Networks Proprietary + Confidential

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 Proprietary + Confidential Step 10.8: Select your desired geo-targeting under Locations Proprietary + Confidential Step 10.9: Select “Limited inventory”, select all Excluded content options, and select all Excluded types and DL-MA Proprietary + Confidential Step 10.10: Name your Ad group, select Demographics or Audiences or Topics if desired, set a bid Proprietary + Confidential Step 10.11: Upload your video to YouTube as public or hidden and copy its URL below to select it as your ad Proprietary + Confidential Step 10.12: Add ad copy, a link, and other creative features to strengthen your ad and drive supplemental action to website Proprietary + Confidential Step 10.13: Click SAVE AND CONTINUE when you are ready to 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 Proprietary + Conﬁdential Step 10.13: Check your performance metrics during the 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 Proprietary + Conﬁdential Step 10.13: Find your metrics by customizing your columns using the button above your campaignand selecting the dates your ran Proprietary + Conﬁdential

FAQs & Resources Proprietary + Conﬁdential What should I do if my ads are disapproved or if I have a policy question?

Submit this form: https://support.google.com/google-ads/contact/approvals Proprietary + Conﬁdential How do I improve my quality score?

Evaluate your site to improve ad quality

testmysite.thinkwithgoogle.com Proprietary + Conﬁdential

Thank You