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11/4/19
How do I re-write my Mission Statement in the initial application as my keywords are non-compliant. 0 Recommended Answers 3 Replies 0 Upvotes
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I keep getting rejected as my keywords aren't reflecting our mission statement.  Does anyone know how to go back a step to re-write the mission statement?  We are an NFP aged care group providing residential care for those in need (Australia).  It is very frustrating, I keep going around in circles.... my kewords (despite them being recommended by Google) are non compliant with our mission statement, not enough ads, not conversion based bidding (I thought I'd fixed this).  Can someone please help me as I'm going slowly insane!
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11/7/19
What keywords are you using?  Give 3-4 examples. 

Don't use Google Ad recommended keywords. Most recommendations are for paid accounts and not Google Ad Grant accounts.   Keywords should reflect what the landing page is about and mirror important phrases from the landing page.  Make sure keywords are not single keywords.
Try long tail keywords like:  assisted living facility near me, housing for elderly kingsley, residential care facility for the elderly (or old), etc.

Per each campaign you should have:
  • 2 ad groups . Per ad group you should have a:
  •  minimum of 2 ads,  and at least one keyword per ad group. For each campaign you must have a minimum of 2 sitelink extensions.
  • Your account must also use maximize conversion bid strategy and setup conversions appropriately.

If this is your website and the mission statement or similar used you should be okay: https://www.meath.org.au/about-us/
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11/8/19
Thanks so much Jodie - this explains it better.  I think I'll stick to keywords like aged care, aged care perth, residential care.

I'll add some more campaigns and ad groups with sitelink extensions and see how that goes.

I really appreciate your help and advice!

Treacy
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Don't pick keywords just because when you create ads, Google recommends them. You have to use your own judgement. Personally, I never even look at those recommendations, they're mostly off-mission.
 
Choose keywords based on your knowledge of your sector, your audiences, and how they seek information. Do research to find out what they look for (Google Analytics and Search Console and Google Trends are useful resources).
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