Legal notice

Here's the full setup, top to bottom. Should take you ~45 minutes.

Step 1 — Get into Google Ads

1. Go to ads.google.com and sign in (use the Google account you want tied to the billing).
2. If you don't have an account yet, click Start now. Skip Google's "Smart Mode" — click the small Switch to Expert Mode link at the bottom. You must be in Expert Mode or you'll be stuck with only auto-campaigns.
3. Skip campaign creation on signup — click Create an account without a campaign. This gets you to the dashboard clean.
4. Add billing: Tools → Billing → Summary → Add payment method. Credit card is fine.

Step 2 — Grab your Shop app URLs

You'll want 2–3 destinations:

• Main store URL: shop.app/store/[your-handle]
• Collection deep-links (if you have them): e.g. shop.app/products/wysiwyg-torches or your Shopify /collections/wysiwyg if the Shop app doesn't do collection deep-linking
• A "New Arrivals" collection URL for post-Thursday-drop ads

If you don't know your handle, in Shopify admin → Sales channels → Shop → your profile URL is shown at the top.

Step 3 — Create the campaign

In Google Ads dashboard:

1. Click + Create → Campaign
2. Objective: choose Create a campaign without a goal's guidance (bottom option). This gives you full control.
3. Campaign type: Search
4. Ways to reach your goal: uncheck everything. No phone calls, no app downloads, no lead form.
5. Click Continue.

Step 4 — Campaign settings

• Campaign name: UWA - Search - Corals - Test
• Networks: UNCHECK "Include Google search partners" and UNCHECK "Include Google Display Network". Only Google Search checked.
• Locations: United States (or your shipping zones only)
• Languages: English
• Audience segments: skip / leave empty for now
• Budget: $15/day
• Bidding: Click Select a bid strategy directly → choose Manual CPC. Check the "Help increase conversions with Enhanced CPC" — turn it OFF for now.
• Ad rotation: Optimize (default)
• Start date: Today. End date: Set to 14 days out — forces you to review before spending more.
• Ad schedule: All days, all hours (change later if data shows a pattern)

Click Save and continue.

Step 5 — Ad groups

Create 3 ad groups (one campaign, multiple ad groups keeps it tidy):

Ad group 1: Branded

Keywords:

[underwater archives]
[underwater archives corals]
[uwa corals]
"underwater archives"

Ad group 2: Competitor

Keywords:

[top shelf aquatics]
[tsa corals]
"world wide corals"
"wwc corals"
[unique corals]
"pieces of the ocean"
[cherry corals]
"legendary corals"

Ad group 3: Product & Category

Keywords:

"wysiwyg torch"
"holy grail torch for sale"
"buy euphyllia online"
"rainbow acan for sale"
"dragon soul torch"
"buy corals online"
[online coral shop]
"wysiwyg corals"
"rare corals for sale"

Default bid: $1.00 max CPC per keyword. Google will show a suggested first-page bid — mostly ignore it, start conservative.

Step 6 — Negative keywords (do this before ads go live)

At the campaign level → Keywords → Negative keywords → +. Paste:

-free
-cheap
-craigslist
-reddit
-forum
-facebook group
-care guide
-how to
-species
-wikipedia
-dead
-fake
-artificial
-plastic
-jewelry
-nail
-color palette
-hex
-pink coral
-lipstick

The last few kill the "coral = a color" search intent that would burn budget.

Step 7 — Write the ads

For each ad group, create 1 Responsive Search Ad. Google will mix-and-match your headlines and descriptions.

Final URL: https://shop.app/store/[your-handle]?utm_source=google&utm_medium=cpc&utm_campaign=search_corals&utm_content=[branded|competitor|product]

Headlines (write 8–10, Google needs at least 3):

Rare WYSIWYG Corals
Premium Torches & Acros
Underwater Archives
Curated Reef Showpieces
New Arrivals Weekly
Ships Overnight - Guaranteed
Holy Grail Torch Collection
Shop by Category
Free Shipping Over $299
Guaranteed Live Arrival

Descriptions (write 3–4):

Curated premium coral selection. New arrivals weekly. Free shipping over $299.
Rare torches, acros, and showpieces. Handpicked, overnight shipping, guaranteed.
Discover our WYSIWYG collection. See it, buy it, own it. Ships overnight.
Trusted by reefers nationwide. Fresh drops every Thursday.

Display path: /wysiwyg-corals

⚠️ Do NOT include the word "live" anywhere in headlines, descriptions, or the display path. That's the single biggest trigger for Google's live-animal policy sweep.

Step 8 — Confirm and launch

• Review everything one more time
• Click Publish
• Google will review — usually approved in a few hours to 24 hours

Step 9 — First 48 hours after launch

• After 6 hours: check that ads are showing (status = "Eligible"). If any say "Disapproved," it's a policy issue — remove the offending word and resubmit.
• After 24 hours: check Search Terms report (Keywords → Search terms). Add anything irrelevant as a negative keyword immediately.
• After 48 hours: if CPC is under $0.75 and you're getting clicks but no sales, the landing page is the problem — swap URLs to a different Shop app page.

Step 10 — What kills the campaign

• Any keyword generating clicks over $2.50 → pause it
• Any ad group showing 100+ clicks and 0 sales → pause and re-check landing page
• Any policy warning from Google → pause immediately, don't try to fight it, restructure and relaunch

Once approved and running, ping me after 48 hours with the results (impressions, clicks, cost, any conversions). I'll tell you what to scale, what to cut, and whether the Shop app landing is converting better than a direct Shopify collection page.

Here's a completed version of what you started, plus two alternatives — pick whichever feels most "you."

Option A — Finish your current draft (long form)

Welcome to the Underwater Archives! We are an online coral superstore based in sunny Southern California, with decades of experience in the industry.

We ship overnight from Monday to Wednesday for guaranteed live arrival, straight from our tanks to yours. Every piece is hand-selected, acclimated, and photographed by our team — no surprises, no substitutes.

New WYSIWYG drops every Thursday. Rare torches, acros, chalices, and showpieces you won't find anywhere else.

Follow us to catch new arrivals first.

Option B — Tightened for mobile / Shop app (recommended)

The Underwater Archives — a Southern California online coral superstore with decades of experience.

Overnight shipping Mon–Wed. Guaranteed live arrival. Every piece hand-selected and photographed by our team.

New WYSIWYG drops every Thursday. Torches, acros, chalices, and showpieces you won't find anywhere else.

Tap Follow to catch drops first.

Option C — Ultra-short punchy version

Southern California's premium coral archive.

WYSIWYG torches, acros, and showpieces — hand-selected, overnight shipped Mon–Wed, live arrival guaranteed.

New drops every Thursday. Follow to see them first.

Why I'd pick B:

• Front-loads the identity ("Southern California online coral superstore")
• Establishes trust (decades of experience, hand-selected)
• Sets shipping expectation clearly (Mon–Wed overnight)
• Creates a habit hook (Thursday drops)
• Ends with a specific CTA (Follow) — this is what drives Shop app repeat visits

Two things to add if the Shop app lets you:

1. A pinned collection called "This Week's Drop" — refreshed every Thursday
2. A pinned collection called "Under $200" — entry-price pieces that convert first-time visitors

Want me to write your Shopify "About" page in a longer form too, and a tagline for your header (something short like "Coral, Curated" or "Rare Corals. Overnight.")?

Here's a full shipping policy tailored to UWA. Structured like the top coral vendors' policies — thorough enough to be defensible, clear enough that customers actually read it.

Shipping Policy

Shipping schedule

We ship overnight only, Monday through Wednesday, from our Southern California facility. This gives every package a full business-day arrival window and avoids weekend transit delays.

Order cutoff: Orders placed before 12:00 PM PT ship the same day (Mon–Wed). Orders placed after cutoff, or on Thursday, Friday, Saturday, or Sunday, will ship the following Monday.

We do not ship Thursday, Friday, or over weekends under any circumstances — corals cannot sit in transit through a non-business day.

Shipping methods & rates

All orders ship via FedEx Priority Overnight or UPS Next Day Air, carrier's choice based on your zip code.

• Free shipping on orders over $299
• Flat rate $49.99 on orders under $299
• Signature required on delivery for all orders. If you cannot be present, please have someone else available to receive the package. Corals left unattended will void the live arrival guarantee.

Heat packs and/or ice packs are included at no additional charge based on your local weather forecast and season.

Weather holds

We monitor forecasts in your delivery zip code before every ship day. If temperatures at origin, destination, or any transit hub are forecasted to fall outside 35°F – 95°F, your order will be held automatically and rescheduled for the next safe ship day.

You can also request a weather hold at checkout notes or by emailing us before your ship date. There is no additional charge for a weather hold, and you will be notified before we ship.

Live arrival guarantee

We guarantee every coral arrives alive. To qualify for the guarantee:

1. You must be present at delivery (signature required).
2. Unbox and inspect within 2 hours of delivery.
3. Any coral that does not survive transit must be reported within 2 hours of the delivery confirmation timestamp.
4. Clear photos and video are required (see below).
5. Corals must be acclimated per our recommended drip-acclimation procedure — instructions are included with every order and available on our site.

The guarantee applies to transit death only. It does not cover losses due to acclimation errors, tank conditions, inadequate lighting or flow, pests, pathogens, or events after the coral has been placed in your system.

DOA claims — what we need

To file a Dead-on-Arrival (DOA) claim, email [claims@underwaterarchives.com] within 2 hours of delivery with:

• Your order number
• Photos of the unopened box (all sides, showing the shipping label clearly)
• Photos of the sealed bag with the coral still inside
• A short video of the coral being removed from the bag, showing no polyp extension or clear signs of death
• Water temperature reading of the shipping bag on arrival
• Delivery timestamp screenshot from FedEx/UPS

Claims missing any of these items cannot be processed.

DOA resolution

Approved DOA claims are issued as store credit for the value of the lost coral (excluding shipping). We do not issue cash refunds on DOA losses.

For claims exceeding $300 in a single order, we may offer partial reshipment on the next available ship day at our discretion.

Address accuracy

You are responsible for providing a correct, complete shipping address at checkout. Orders shipped to incorrect addresses, or returned to us by the carrier for any address-related reason, are not covered by the live arrival guarantee and cannot be reshipped without full re-payment of shipping.

Delivery exceptions

Once your package leaves our facility, delivery is in the carrier's hands. We are not responsible for:

• Carrier delays (weather, mechanical, network)
• Lost or misrouted packages after the tracking number activates
• Damage caused by carrier mishandling in transit

If your package is delayed beyond the guaranteed next-business-day window, contact us immediately — we will file a carrier claim on your behalf and, in most cases, honor the live arrival guarantee even if delivery slipped.

Local pickup

We offer free local pickup at our Southern California facility by appointment only. Select "Local Pickup" at checkout and we will email you within 24 hours to schedule.

Pickups are available Tuesday–Saturday, 10 AM – 4 PM PT. Photo ID matching the order name is required at pickup.

Domestic shipping only

We currently ship within the continental United States only. We do not ship to Alaska, Hawaii, Puerto Rico, U.S. territories, APO/FPO addresses, PO Boxes, or internationally.

Order changes & cancellations

Orders can be modified or canceled up to 12:00 PM PT the day before your scheduled ship date. Once your order has been packed, changes cannot be made and cancellations will be treated as a return (return shipping and restocking fees apply).

Restocking & returns

Because we ship live animals, all sales are final once the coral has been delivered and the live arrival guarantee period has passed. We do not accept returns on WYSIWYG or non-WYSIWYG livestock for any reason other than an approved DOA claim.

Questions?

Email [support@underwaterarchives.com] or DM us on Instagram [@underwaterarchives]. We're reefers ourselves — if something doesn't feel right, tell us before you file a claim. We'll always work with you when there's a real issue.

Two edits before you publish:

1. Swap in your real support / claims email addresses.
2. If you have specific carriers you don't use, or any state you exclude (some vendors avoid AZ/NM in summer), edit those in.

Want me to save this as a Markdown file you can drop directly into Shopify's Legal → Shipping Policy page? Or format it as HTML with headers so it pastes cleanly into the Shopify editor?

Here's a full legal notice pack for UWA — Terms of Service, Privacy Policy, and coral-specific disclaimers. Shopify has separate fields for each, so I've labeled the sections so you can split them into the right legal pages, or paste as one combined document into a single "Legal Notice" page.

Terms of Service

Effective date: July 1, 2026 (update on publish)

1. Agreement to terms

By accessing or purchasing from Underwater Archives ("UWA," "we," "us"), you agree to these Terms of Service. If you do not agree, do not use this site or purchase our products.

2. Eligibility

You must be at least 18 years old and legally able to enter a binding contract to place an order. By checking out, you represent that you meet these requirements.

3. Products

All corals and livestock offered by UWA are sold as-is at the time of purchase. Photographs represent the specific piece at the time of listing; minor variation in color, size, and polyp extension may occur due to lighting, camera calibration, and natural biological variance. WYSIWYG ("What You See Is What You Get") pieces are the exact specimen photographed.

Non-WYSIWYG listings ship a representative specimen of the described type — exact appearance may vary.

4. Acceptance of orders

Placing an order does not guarantee acceptance. UWA reserves the right to refuse, cancel, or limit any order at our sole discretion, including but not limited to orders suspected of fraud, resale, or violation of these Terms. If we cancel an accepted order, we will issue a full refund to the original payment method.

5. Pricing and errors

We make every effort to display accurate pricing. In the event of a pricing, description, or availability error, we reserve the right to cancel affected orders and issue a full refund, even after order confirmation.

6. Payment

Payment is due in full at checkout. We accept the payment methods displayed at checkout. All prices are listed in U.S. Dollars. Taxes are calculated based on your shipping address.

7. Shipping and live arrival guarantee

Shipping terms, live arrival guarantee, DOA claim requirements, and delivery expectations are governed by our separate Shipping Policy, which is incorporated into these Terms by reference. Please review before purchasing.

8. Returns and refunds

All sales of livestock (including corals and invertebrates) are final once delivered and the live arrival guarantee window has passed. Refunds and store credit for DOA are handled per the Shipping Policy. We do not accept returns for buyer's remorse, unsuitable tank conditions, or post-delivery mortality.

9. Intellectual property

All content on this site — including product photography, videos, written descriptions, and the UWA name and logo — is the property of Underwater Archives and protected under U.S. and international copyright law. You may not copy, reproduce, or repost our media without written permission. Unauthorized use of UWA photography for resale listings, social media, or commercial purposes is expressly prohibited.

10. User conduct

You agree not to:

• Use the site for any unlawful purpose
• Attempt to gain unauthorized access to any part of the site or our systems
• Interfere with other users' use of the site
• Post false, defamatory, or infringing content in reviews or comments
• Scrape, mirror, or reproduce site content without permission

11. Disclaimer of warranties

UWA makes no warranties beyond those expressly stated in the Live Arrival Guarantee. All corals and livestock are living animals whose long-term survival depends on factors outside our control, including but not limited to your tank's water chemistry, temperature, lighting, flow, feeding, husbandry, and biological compatibility with other tank inhabitants.

We make no guarantee of long-term survival, growth, coloration retention, or health after the coral has been placed in your system.

The site and all products are provided "AS IS" and "AS AVAILABLE" without warranties of any kind, express or implied, to the fullest extent permitted by law.

12. Limitation of liability

To the maximum extent permitted by law, UWA's total liability for any claim arising out of or related to your purchase shall not exceed the amount paid for the specific product giving rise to the claim.

UWA is not liable for any indirect, incidental, special, consequential, or punitive damages, including but not limited to loss of profit, tank crashes, damage to other livestock, or property damage caused by transportation of any product purchased from us.

13. Indemnification

You agree to indemnify and hold harmless Underwater Archives, its owners, employees, and affiliates from any claims, damages, liabilities, and expenses arising from your use of the site, your purchase, or your violation of these Terms.

14. Governing law and dispute resolution

These Terms are governed by the laws of the State of California, without regard to conflict-of-law principles. Any dispute arising under these Terms shall be resolved in the state or federal courts located in [Your County], California, and you consent to the personal jurisdiction of those courts.

15. Changes to terms

We may update these Terms at any time. Continued use of the site or purchase from UWA after changes are posted constitutes acceptance of the updated Terms.

16. Contact

For questions about these Terms: cs@underwaterarchives.com