Introduction
RID Marketing is a leading digital marketing agency specializing in resolving complex issues related to Google Ads. This case study delves into our comprehensive approach in assisting Midwest Global Marketing and Billing LLC, an authorized retailer for multiple internet service providers, to overcome significant challenges with their Google Ads account:
- Reinstating a suspended Google Ads account due to alleged "Unacceptable Business Practices."
- Eliminating a subsequent "Limited Ad Serving" restriction that impeded ad performance and profitability.
Our strategic interventions resolved these issues and established a robust foundation for the client's ongoing digital advertising success.
Client Overview
Company: Midwest Global Marketing and Billing LLC
Website: internetoffersnow.com
Industry: Telecommunications Retail (Authorized Retailer for Internet, Cable TV, and Phone Providers)
Location: Texas, USA
Business Model
Midwest Global Marketing and Billing operates as an authorized retailer, connecting customers with the best internet, cable TV, and phone service providers in their area. Through their platform, they offer:
- Comparison Tools: Users can compare service providers based on price, speed, and features.
- Comprehensive Coverage: Serving a wide range of states, they aim to be a one-stop-shop for connectivity needs.
- Customer Support: Guiding customers to select packages that best suit their requirements.
Initial Challenges
1. Google Ads Account Suspension
Reason for Suspension: Violation of Google's policy on "Unacceptable Business Practices," specifically:
- Misrepresentation: Alleged concealing or misstating information about the business or services.
- False Affiliation: Impersonating or falsely implying affiliation with brands or organizations.
Impact:
- Operational Halt: Immediate cessation of all Google Ads campaigns.
- Revenue Loss: Significant drop in website traffic and potential customer acquisitions.
- Brand Reputation: Risk of reputational damage due to perceived non-compliance.
2. Complexity of Google's Policies
Understanding and interpreting Google's extensive policies posed a challenge:
- Ambiguity: Vague violation descriptions made pinpointing specific issues difficult.
- Strict Enforcement: Google's egregious violation policy leads to immediate suspension without prior warning.
RID Marketing's Strategic Approach
Phase 1: Account Suspension Resolution
Step 1: Comprehensive Audit of Online Presence
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Website Review:
- Content Analysis: Scrutinized all website content for accuracy and compliance.
- Disclosure Statements: Ensured clear disclosure of the company's status as an authorized retailer.
- Brand Usage: Verified that all brand logos and trademarks were used with permission and appropriately attributed.
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Ad Content Review:
- Ad Copy Examination: Reviewed all existing ad copies for compliance with Google's policies.
- Landing Pages: Ensured that landing pages provided a clear and direct connection to the ad content.
Step 2: Documentation and Evidence Gathering
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Authorization Proof:
- Partnership Agreements: Collected official agreements with service providers.
- Authorization Letters: Obtained letters from partnered brands confirming Midwest's authorized retailer status.
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Business Credentials:
- Licenses and Registrations: Provided state and federal business licenses.
- Tax Identification: Included Employer Identification Number (EIN) documentation.
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Customer Testimonials and Case Studies:
- Success Stories: Compiled testimonials from satisfied customers.
- Service Delivery Proof: Provided evidence of services rendered effectively.
Step 3: Crafting a Detailed and Persuasive Appeal
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Structured Response:
- Introduction: Briefly explained the situation and acknowledged the suspension.
- Point-by-Point Rebuttal: Addressed each alleged violation with corresponding evidence.
- Supporting Documents: Attached all relevant documents, clearly labeled and referenced.
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Tone and Language:
- Professionalism: Maintained a respectful and professional tone.
- Clarity: Used clear and concise language to avoid misunderstandings.
- Compliance Commitment: Expressed a solid commitment to adhere to all Google Ads policies.
Step 4: Direct Communication with Google Support
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Multiple Channels:
- Email Correspondence: Sent detailed emails to the Google Ads support team.
- Phone Calls: Engaged in conversations to seek clarity and provide additional information.
- Google Support Portal: Used the official support channels for submitting appeals and tracking progress.
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Escalation:
- Supervisor Engagement: Requested discussions with support supervisors for higher-level assistance.
- Persistent Follow-Up: Maintained regular contact to ensure the appeal was being reviewed.
Outcome of Phase 1
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Initial Appeal Denied:
- Feedback Received: Google requested additional documentation and clarification on specific points.
- Identified Gaps: Recognized the need for more robust evidence regarding authorization and compliance.
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Second Appeal Submission:
- Enhanced Documentation: Additional authorization letters and legal documents were included.
- Clarified Ambiguities: Addressed any remaining concerns explicitly.
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Account Reinstated:
- Official Notification: Google confirmed that the account suspension was lifted.
- Resumption of Campaigns: Reactivated paused campaigns, restoring advertising activities.
Phase 2: Addressing Limited Ad Serving Issue
Context
- Timing: Three months after reinstatement, Midwest switched to invoicing terms.
- Symptom: "Limited Ad Serving" notice appeared, indicating restricted ad delivery.
Impact
- Reduced Ad Reach: Significant decrease in impressions and clicks.
- Lower Conversion Rates: Fewer customer acquisitions, impacting revenue.
- Financial Inefficiency: Higher cost per conversion due to limited ad exposure.
Step 1: Diagnostics and Data Analysis
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Performance Metrics Review:
- Comparative Analysis: Evaluated campaign performance before and after the limitation.
- Key Metrics Affected: Noted declines in impressions, clicks, CTR, conversions, and increases in CPA.
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Identifying Possible Causes:
- Policy Compliance Issues: Assessed for any new policy violations.
- Billing and Payment Terms: Considered the impact of switching to invoicing terms.
- Quality Scores: Checked ad and keyword quality scores for any drops.
Step 2: Engagement with Google Support
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Initial Contact:
- Reported Issue: Informed Google Support of the "Limited Ad Serving" notice.
- Requested Clarification: Sought detailed reasons for the restriction.
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Supervisor Involvement:
- Escalated Case: Requested to speak with a supervisor for higher-level insight.
- Detailed Discussion: Had an in-depth conversation to understand the underlying issues.
Step 3: Addressing Identified Issues
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Policy Compliance:
- Re-Verification: Ensured ongoing compliance with all Google Ads policies.
- Ad Content Review: Made minor adjustments to ad copies if necessary.
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Billing and Payments:
- Invoicing Terms Review: Confirmed that all billing information was accurate and up-to-date.
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Technical Optimizations:
- Ad Scheduling: Adjusted ad schedules to optimize delivery.
- Budget Allocation: Ensured daily budgets were sufficient for campaign goals.
Step 4: Submitting a Formal Appeal
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Comprehensive Appeal Document:
- Summary of Issue: Clearly outlined the impact of the limited ad serving.
- Evidence of Compliance: Reiterated adherence to all policies with supporting documents.
- Request for Action: Politely but firmly requested the removal of the limitation.
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Supporting Data:
- Performance Reports: Included detailed reports showcasing campaign performance degradation.
- Financial Impact Analysis: Demonstrated how the limitation adversely affected business operations.
Outcome of Phase 2
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Google's Response:
- Acknowledgment: Google confirmed receipt of the appeal and initiated a review.
- Limitation Removal: Google agreed to lift the "Limited Ad Serving" restriction after evaluation.
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Restored Campaign Performance:
- Improved Metrics: Noted significant improvements in impressions, clicks, CTR, conversions, and CPA.
- Return to Profitability: Campaigns regained efficiency, contributing positively to the bottom line.
Results and Impact
Quantitative Outcomes
Campaign Performance Metrics
During Limited Ad Serving:
| Metric | Value |
|---|---|
| Impressions | 9,957 |
| Clicks | 220 |
| Click-Through Rate (CTR) | 2.21% |
| Average Cost per Click (CPC) | $8.38 |
| Total Cost | $1,843.84 |
| Conversion Rate | 32.73% |
| Conversions | 72 |
| Cost per Conversion (CPA) | $25.61 |
After Limitation Removal:
| Metric | Value |
|---|---|
| Impressions | 9,767 |
| Clicks | 187 |
| Click-Through Rate (CTR) | 1.91% |
| Average Cost per Click (CPC) | $9.10 |
| Total Cost | $1,700.78 |
| Conversion Rate | 37.43% |
| Conversions | 70 |
| Cost per Conversion (CPA) | $24.30 |
Analysis:
- Impressions and Clicks: Slight decrease in impressions and clicks but an improved conversion rate.
- Conversion Rate Increase: From 32.73% to 37.43%, indicating higher-quality traffic.
- Reduced CPA: Lower cost per conversion, enhancing campaign profitability.
- Overall Efficiency: Improved return on ad spend (ROAS).
Qualitative Outcomes
Client Satisfaction
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Testimonial:
"Absolutely thrilled with the Google Ads account unsuspension service from RID Marketing! After weeks of frustration and countless dead ends with other marketing companies, their team stepped in and worked their magic. I can firmly say that there is only one company in the market that truly knows how to get your Google Ads account reactivated, and that is RID Marketing. Their expertise, professionalism, and swift action had my account back up and running in record time, and Randall kept me updated throughout the process. I couldn't be happier with the results and the seamless communication throughout the process. RID Marketing truly goes above and beyond, delivering exceptional service that exceeded my expectations. Highly recommended for anyone facing Google Ads suspension issues! Thank you, RID Marketing! 🌟🌟🌟🌟🌟"
— Midwest Global Marketing and Billing LLC
Strengthened Partnership
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Retained Services:
- Midwest chose to retain RID Marketing for ongoing Google Ads account management.
- Engaged our resources for future problem-solving and strategic planning.
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Trust and Reliability:
- Established a strong, trust-based relationship.
- Became their go-to experts for digital advertising challenges.
Enhanced Compliance Awareness
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Policy Education:
- Provided the client with training on Google Ads policies.
- Implemented internal checks to ensure ongoing compliance.
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Risk Mitigation:
- Set up monitoring systems to detect potential issues early.
- Developed contingency plans for rapid response to any future problems.
Conclusion
Key Takeaways
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Expert Navigation of Google Policies: RID Marketing's deep understanding of Google's complex policies was instrumental in resolving the account suspension and ad serving limitations.
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Thorough Documentation and Evidence: Providing comprehensive and organized documentation is critical when appealing to Google.
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Persistent and Professional Communication: Regular, respectful engagement with Google Support can expedite issue resolution.
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Data-Driven Decision Making: Analyzing performance metrics allowed us to identify issues and measure the impact of our interventions effectively.
Long-Term Benefits for the Client
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Restored Advertising Capabilities: Enabled Midwest to resume full advertising operations, driving business growth.
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Improved Campaign Performance: Optimized campaigns resulted in better efficiency and higher ROI.
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Ongoing Support and Strategy: With RID Marketing's continued assistance, the client is better equipped to handle future challenges.
About RID Marketing
RID Marketing is dedicated to empowering businesses by navigating the complexities of digital advertising platforms. Our expertise includes:
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Google Ads Account Recovery:
- Suspension appeals and resolution.
- Addressing ad serving limitations and other restrictions.
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Policy Compliance Consulting:
- Auditing websites and ad content for compliance.
- Educating clients on best practices and policy updates.
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Campaign Management and Optimization:
- Data-driven strategies to maximize performance.
- Continuous monitoring and adjustments for optimal results.
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Client-Centric Approach:
- Personalized solutions tailored to each client's unique needs.
- Transparent communication and regular updates.
Contact Us
Is your business facing challenges with Google Ads? Let RID Marketing be your trusted partner in overcoming obstacles and achieving digital advertising success.
