It is nearly impossible to increase your budget without thinning your profit margin, at least temporarily. This is because you're expanding the audience size, targeting less low-hanging-fruit, and pushing the algorithm to go into uncharted territory where it doesn't know who to target yet. We often recommend temporarily "leaning out" your account when trying to scale. Activities like this are helpful to preserve your profit margin while you're waiting for the algorithm to adjust to a higher ad spend: * Pause brand awareness campaigns like video shopping * Scale back brand campaign by reducing budget and or changing bid. * Find brand keywords that are taking money in the other search campaigns It becomes even more difficult when your account has maxed out its spend (meaning it reached its entire market/audience), because at that point the only options available to us is using a lower-spend outbound campaign (such as YouTube or display) can increase brand awareness and introduce your offering to a new audience. We recommend starting these campaigns with a lower budget to see how it affects the overall campaign performance. Your main campaign conversion driver campaigns should become more active as result of running these outbound campaigns, thus allowing us to increase the budget on the outbound campaigns incrementally.

It is nearly impossible to increase your budget without thinning your profit margin, at least temporarily. This is because you're expanding the audience size, targeting less low-hanging-fruit, and pushing the algorithm to go into uncharted territory where it doesn't know who to target yet. We often recommend temporarily "leaning out" your account when trying to scale. Activities like this are helpful to preserve your profit margin while you're waiting for the algorithm to adjust to a higher ad spend: * Pause brand awareness campaigns like video shopping * Scale back brand campaign by reducing budget and or changing bid. * Find brand keywords that are taking money in the other search campaigns It becomes even more difficult when your account has maxed out its spend (meaning it reached its entire market/audience), because at that point the only options available to us is using a lower-spend outbound campaign (such as YouTube or display) can increase brand awareness and introduce your offering to a new audience. We recommend starting these campaigns with a lower budget to see how it affects the overall campaign performance. Your main campaign conversion driver campaigns should become more active as result of running these outbound campaigns, thus allowing us to increase the budget on the outbound campaigns incrementally.

It's best to get a head-start on any promotions you are planning for big holiday seasons (like Black Friday, Cyber Monday, Christmas, etc.). For Black Friday & Cyber Monday, specifically, we recommend chooseing a site-wide discount. Your competition will be fierce, so it's a good idea to choose as steep of a discount as possible. If you need to temporarily hit a higher ROAS (return-on-ad-spend) in order to make this discount profitable, then we can easily do that. Make sure any promotion you are offering in Google Ads is also offered in your other marketing channels. It's best to keep things synergistically across all platforms. If your business is eCommerce, then you are probably running shopping campaigns. Shopping ads can promote discounts, special offers, free gifts, etc. right on the ad. We can also promote the special deal directly in the text of any search ads that are running. It can also be beneficial to create some images to support the promotion. We'll use these in the display campaigns to remarket to folks who visit the website during this time periot. A square version and a 19:1 ratio would work best, but Google has a long list aspect ratios they support, so more sizes means we are eligible to appear in more placements and therefore give the algorithm more opportunities to show the ad. Google and all other ad platforms always experience a large increase in traffic during November and December. It can be a good idea to be flexible with the budget around this time -- meaning, if the audience size suddenly increases dramatically, then we will likely be able to spend more on the ads while continuing to meet a high return.

It's best to get a head-start on any promotions you are planning for big holiday seasons (like Black Friday, Cyber Monday, Christmas, etc.). For Black Friday & Cyber Monday, specifically, we recommend chooseing a site-wide discount. Your competition will be fierce, so it's a good idea to choose as steep of a discount as possible. If you need to temporarily hit a higher ROAS (return-on-ad-spend) in order to make this discount profitable, then we can easily do that. Make sure any promotion you are offering in Google Ads is also offered in your other marketing channels. It's best to keep things synergistically across all platforms. If your business is eCommerce, then you are probably running shopping campaigns. Shopping ads can promote discounts, special offers, free gifts, etc. right on the ad. We can also promote the special deal directly in the text of any search ads that are running. It can also be beneficial to create some images to support the promotion. We'll use these in the display campaigns to remarket to folks who visit the website during this time periot. A square version and a 19:1 ratio would work best, but Google has a long list aspect ratios they support, so more sizes means we are eligible to appear in more placements and therefore give the algorithm more opportunities to show the ad. Google and all other ad platforms always experience a large increase in traffic during November and December. It can be a good idea to be flexible with the budget around this time -- meaning, if the audience size suddenly increases dramatically, then we will likely be able to spend more on the ads while continuing to meet a high return.

Setting up a remarketing campaign in Google (or "retargeting" as it's known in Facebook) is a powerful and effective way to capture conversions from people who did not initially convert. ### Cookies and Tags Before we dive into what remarketing is, we first need to understand what a "tag" is. Whenever someone completes a desired action on your website, a cookie gets installed in their browser. A "tag" is recorded and this information is collected by Google Tag Manager and sent over to Google Analytics for us to track. For instance, a cookie can be fired and recorded as a tag whenever someone simply visits any page on your website, if they fill out a particular form, if they click on a link, if they make a purchase, etc. In order to configure tagging, you need to set up an account with Google Tag Manager then have the tag installed on your website or desired web pages. Don't worry though, if you're a client of Solutions 8 we do that all for you! So now that you know what a tag is, let's talk about remarketing. ### The Purpose of Remarketing The overall goal of marketing and sales is to show the right offer, to the right person, at the right time. If a person doesn't initially complete an action (i.e. fill out a form, make a purchase), they're not a lost cause. Why? Because they've been tagged. We know that they didn't take the desired action, and now they are anonymously put into a list of people who also didn't take the desired action. The goal then is to re-market to these people with different advertisements at different times, in an effort to get them to convert into the desired action. The more "touches" a prospective customer has with your business, the higher the likelihood of them converting into a customer. ### Why Do We Exclude Some People In Remarketing Campaigns? If someone has already completed the desired action, we don't want to keep making them that same offer. For instance, if you own a shoe store and are promoting the new Brooks Adrenaline GTS for men, you don't want to keep showing this advertisement to the people who have already bought this item. It's a waste of ad spend and can annoy your customers. It is much wiser to change the ads that are shown to these people. "They're already customers. Aren't they prime prospects to advertise to?" They are! In fact, studies have shown that once someone becomes a customer they are far more likely to buy again when compared to someone who has never bought before. However, to reiterate our earlier point, advertising the same products that these people have already bought isn't an effective way to spend your advertising budget. They already know your product exists, what about showing them another product of yours that you think could help them too? Now you're thinking!

Setting up a remarketing campaign in Google (or "retargeting" as it's known in Facebook) is a powerful and effective way to capture conversions from people who did not initially convert. ### Cookies and Tags Before we dive into what remarketing is, we first need to understand what a "tag" is. Whenever someone completes a desired action on your website, a cookie gets installed in their browser. A "tag" is recorded and this information is collected by Google Tag Manager and sent over to Google Analytics for us to track. For instance, a cookie can be fired and recorded as a tag whenever someone simply visits any page on your website, if they fill out a particular form, if they click on a link, if they make a purchase, etc. In order to configure tagging, you need to set up an account with Google Tag Manager then have the tag installed on your website or desired web pages. Don't worry though, if you're a client of Solutions 8 we do that all for you! So now that you know what a tag is, let's talk about remarketing. ### The Purpose of Remarketing The overall goal of marketing and sales is to show the right offer, to the right person, at the right time. If a person doesn't initially complete an action (i.e. fill out a form, make a purchase), they're not a lost cause. Why? Because they've been tagged. We know that they didn't take the desired action, and now they are anonymously put into a list of people who also didn't take the desired action. The goal then is to re-market to these people with different advertisements at different times, in an effort to get them to convert into the desired action. The more "touches" a prospective customer has with your business, the higher the likelihood of them converting into a customer. ### Why Do We Exclude Some People In Remarketing Campaigns? If someone has already completed the desired action, we don't want to keep making them that same offer. For instance, if you own a shoe store and are promoting the new Brooks Adrenaline GTS for men, you don't want to keep showing this advertisement to the people who have already bought this item. It's a waste of ad spend and can annoy your customers. It is much wiser to change the ads that are shown to these people. "They're already customers. Aren't they prime prospects to advertise to?" They are! In fact, studies have shown that once someone becomes a customer they are far more likely to buy again when compared to someone who has never bought before. However, to reiterate our earlier point, advertising the same products that these people have already bought isn't an effective way to spend your advertising budget. They already know your product exists, what about showing them another product of yours that you think could help them too? Now you're thinking!

If you are launching a new product, there are a few things we can do to get it out into the ad ecosystem. First of all, if you add the product to your eCommerce store, then it will automatically be added to the Smart Shopping campaign through the product feed after a few days. However, depending on how large your store is, it could take the algorithm quite some time to give the new product ad spend and gather conversion data on it. If you want to speed that process up, we can give the product it's own campaign(s) to force the account to devote ad spend to it more quickly. We can give it it's own budget and run the following campaigns: * Shopping (eventually the product will be switched over to the main Smart Shopping campaign once we are done with the "push") * GSP and Display - These work especially well with remarketing audiences of recent website visitors * YouTube - Do you have a video to promote the product? If so, we can try YouTube shopping to get eyes on it. * Search - Temporarily running a search campaign on a new product can help the ad account gather conversion data more quickly because it allows the algorithm to see what the ideal, target customer looks like.

If you are launching a new product, there are a few things we can do to get it out into the ad ecosystem. First of all, if you add the product to your eCommerce store, then it will automatically be added to the Smart Shopping campaign through the product feed after a few days. However, depending on how large your store is, it could take the algorithm quite some time to give the new product ad spend and gather conversion data on it. If you want to speed that process up, we can give the product it's own campaign(s) to force the account to devote ad spend to it more quickly. We can give it it's own budget and run the following campaigns: * Shopping (eventually the product will be switched over to the main Smart Shopping campaign once we are done with the "push") * GSP and Display - These work especially well with remarketing audiences of recent website visitors * YouTube - Do you have a video to promote the product? If so, we can try YouTube shopping to get eyes on it. * Search - Temporarily running a search campaign on a new product can help the ad account gather conversion data more quickly because it allows the algorithm to see what the ideal, target customer looks like.

Website speed can affect ads because it can cause a higher bounce rate (this means people might be more likely to click on an ad, get impatient while waiting for the page to load, and close the tab). It usually isn’t an urgent issue because it doesn’t make a huge impact, but if you are wondering whether your website is fast enough, here is what you can do: 1. Use [this website speed analyzer tool](https://tools.pingdom.com/). 2. Enter your website URL. 3. Pick a server closest to you. 4. Click "Start Test" Once you get the result, look at the Load Time. If it is less than 2 seconds, then you are all set! We have found the conversion rate is unaffected as long as the website loads in 2 seconds or less. If it is more than 2 seconds, contact your developer to see what can be done to speed things up.

Website speed can affect ads because it can cause a higher bounce rate (this means people might be more likely to click on an ad, get impatient while waiting for the page to load, and close the tab). It usually isn’t an urgent issue because it doesn’t make a huge impact, but if you are wondering whether your website is fast enough, here is what you can do: 1. Use [this website speed analyzer tool](https://tools.pingdom.com/). 2. Enter your website URL. 3. Pick a server closest to you. 4. Click "Start Test" Once you get the result, look at the Load Time. If it is less than 2 seconds, then you are all set! We have found the conversion rate is unaffected as long as the website loads in 2 seconds or less. If it is more than 2 seconds, contact your developer to see what can be done to speed things up.

Strategies and Best Practices

How do we spend more without diminishing profit margin (i.e. lowering ROAS or increasing CPL)?

Here's how and why we often recommend "leaning out" an ad account.

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How do we spend more without diminishing profit margin (i.e. lowering ROAS or increasing CPL)?

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What do you recommend for a new product launch?

How important is it to have a fast website and does that affect ads?

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How do we spend more without diminishing profit margin (i.e. lowering ROAS or increasing CPL)?

How should we prepare for the holiday season?

Why Do We Exclude Certain People In Remarketing Campaigns?

What do you recommend for a new product launch?

How important is it to have a fast website and does that affect ads?