Question 1

How long will it take to build my campaigns?

Accepted Answer

10-12 business days.

Question 2

How long will it take to see results?

Accepted Answer

Technically, you'll start to see results right away; however, it takes time for a campaign to "normalize" to the point of understanding how it will perform long term.

You're probably aware that we are very transparent about how long it takes to see results from your PPC campaign. Our goal is to provide you with realistic expectations, rather than selling you the moon. This is for the benefit of both agency and client to ensure both a highly effective and professional working relationship.

Important update to the "90-Day Rule of Thumb"

In the past, our rule of thumb was 90 days for a campaign to be fully optimized. This meant that after 90 days, we would typically have enough data to know whether or not the campaign would work long term.

With the introduction of Performance Max, the 90-day guideline no longer applies in most cases. Instead, it takes roughly 45 days just to see what we've built and how it's going to work.

Essentially, Day 46 is now Day 0.

This new campaign type is seven campaigns in one—Search, Shopping, YouTube, GSP, Discover, Display, Local, and Remarketing—and all of them are being optimized at the same time. Once Google has gathered and analyzed the available data, then we can start to see how the foundation we've put into place will perform over time.

Put simply, it takes time to successfully optimize a campaign and position it to scale. But more often than not, being patient during that initial learning period pays off in the long run.

How do we "Optimize" the campaign?

When you hear the term "optimization" that means that we are going to work towards generating more conversions for less cost per conversion. These results will be more frequent the more data that we collect.

We work off of a base 100-point data set when performing optimizations. What this means, is that when there are 100 points of data for an action, whether that be impressions, clicks, conversions, or simply the most appropriate data point for a particular campaign, we make a decision on what to do with that asset.

For example, if we see a group of keywords in an Ad Group that all have 100 impressions, we are going to look to see what has the highest Click Through Rate (CTR) and place more spend towards those higher-relevant keywords. Then, once each keyword generates 100 clicks, we are going to look to see which keyword resulted in the most amount of conversions, and place more spend in the keywords that have generated the most amount of conversions.

There are many more data points that are taken into consideration when talking about optimizations, but this will help you understand how optimizations work in the most basic form.

We also listen to every phone call that is generated from the campaign to ensure that when the phone rings, its a relevant person ready to talk to you on the other end. The results of these phone calls, directly affect the optimizations of your campaign, since we manually count those as conversions so we can identify which campaign is generating the most amount of relevant phone calls.

What You Can Expect In The First 90 Days

Within the first few days of the campaign launch, you will experience real results, however, it will not be the most optimized results. The conversions may be a bit more expensive in the beginning, or they may not be as frequent as you may like them to be, but rest assured, with each passing day, the campaign is going through changes to see those results increase. The first second month will be better than the first and the third month will be better than the second.

We will be reaching out to you very frequently and checking in on the quality of the conversions, plus giving you insight as to what optimizations have been made and what future optimizations we are planning to make in the near future.

Each month, you will receive a detailed report, extracted directly out of your AdWords campaign that we will review together. We review all data together so that you can offer your feedback regarding our strategies. There may be times where we rely on you as a subject matter expert and we truly value your input.

In Summary...

While there are very few campaigns that launch perfectly optimized, we do need time to assess where the conversions are coming from and make changes to the campaign to spend more ad spend in the Campaigns and Ad Groups that are performing well.

Our goal is to deliver to you a very high performing campaign within the first 90 days.

If you have any other comments, questions, or concerns, please feel free to click on the chat button in the bottom-right corner of this screen and reach out!

Question 3

How often do we meet to review the campaigns?

Accepted Answer

This report is not proprietary and is easily reconcilable within your Google Ads account (which you retain full ownership of).

After you receive the report, we offer a meeting to review all activities in your campaigns, what happened over the last month, what is happening now, and what our plans are for future growth.

Question 4

How often do you make changes to a campaign?

Accepted Answer

A very high spending account may need daily or even hourly changes. For accounts with smaller budgets, there may not be as much maintenance involved.

Similarly, this depends on if we’re achieving our goals or not. If we are, we may make slower optimizations (to not deter the performance of the campaign). If we aren’t hitting our goals, we make more frequent optimizations until we start achieving them.

On average, we generally make changes in an account every 3-7 days (again, depending on how much activity the campaign gets and your specific goals).

Too many changes harbors an ecosystem where it’s hard to keep track of the outcomes; making changes too infrequently means competitors may outperform your campaign.

Question 5

How should we prepare for the holiday season?

Accepted Answer

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.

Question 6

How to share passwords with Solutions 8

Accepted Answer

These instructions will help you add confidential login information to Dashlane, a trusted online program that allows you to securely share login information with us. We use this tool so we can keep your information secure, rather than exchange sensitive information via email.

Go to dashlane.com and click on “Get Dashlane”.
Allow the app to make changes to your device.
Log in or create an account. Be sure to create a really strong password!
Follow the prompts or skip the prompts.
The Dashlane dashboard will pop up.
Click on Password on the lefthand panel.
Click the green “Add New” button at the top.
Enter the information you’re sharing.
Click Ok to create the record.
To share this record with our team, go to the sharing center and click “Add New”
Find the items you would like to share in the drop down menu.
Add solutions8ads@gmail.com to the Recipients box. Be sure to click “Full rights” before sharing.
Click send.

Question 7

How To Share The Facebook Pixel with A Business

Accepted Answer

In order to share your Facebook pixel with a business, you will need to already have a business manager. If you don't already have one, you can set one up here.

Once you've done that, go to Business Manager Settings.

Next, go to “Pixels” under Data Sources.

Select the pixel and click “Assign Partners.”

Enter the Solutions 8 Business ID: 915738658498354

Question 8

How to use Local Campaigns to drive traffic to your physical store

Accepted Answer

If you have a brick and mortar business and you’re running a special offer or a promotion, you can use Google Ads to drive traffic to your local store.

By using a “Local Campaign” in Google Ads, you can promote Google Maps listings and track conversions every time someone looks up the driving directions to your store or shares the location with a friend.

Here’s what you need to do:

Update

Update your Google My Business account first. This includes updating information like:

Your cover picture and mention the promotion so people can see the sponsored listing in Google Maps.
Your GMB listing. Add imagery, maps, hours, phone numbers, and relevant links.

Optimize

Talk about your promotion in your ad copy and extension.
Set your keyword targeting to anything around your main keyword (e.g. if you’re selling shoes, keyword target should be “shoes”)

A few things to remember

This campaign tracks conversions differently than the rest of the campaign, which means it will skew the average ROAS for the overall account.

Since the local campaign has its own separate budget, it will make the ROAS look lower than it really is.

But don’t be alarmed. This simply means that the campaign is spending the ad budget without bringing in conversion value that Google Ads knows about.

So our team has to calculate the ROAS manually. Here’s how we do it:

ROAS = conversion value / the total cost from all the other campaigns

For more information on how How To Use Local Campaigns in Google Ads, check out this video:

Question 9

How we organize and execute our client management process

Accepted Answer

Ever wonder what the team here at Solutions 8 does behind the scenes to get our clients the results they want?

Here’s a sneak peek:

Clear communication, detailed instructions, and exceptional collaboration.

More specifically, our whole process helps our team execute a million to-do lists without sacrificing quality and ad performance. We follow proven SOPs (Standard Operating Procedures) that never fail, giving our clients a delightful experience as soon as they get onboard.

The result? Deadlines are met, campaigns are well-optimized, and clients are satisfied. Here’s what the process looks like:

Ongoing Account Management

We always want to get the client updated about what’s going on in their account. The Ongoing Account Management is simply a list of things we do to keep their campaign in top performance. This is handled by the Client Manager (CM), Specialist, and Call Tracking Metrics (CTM) reviewer.

Weekly Check-ins

Our specialists see to it that they identify, capture, fix, and report all issues on a weekly basis. Here are some of the activities that they do achieve this:

Check & Optimize CPA & ROAS Bid vs Target

Our client manager (CM) makes sure that:

Budget is on track for the month. Whether that’s making incremental adjustments or totally increasing the budget to get more and better results, the client manager and specialist work together to make the data-driven decisions.

Client’s goals are reached. To maintain pulse on the campaign’s performance, the CM monitors and ensures that the campaign is getting the lowest possible cost per lead (CPL) for lead generation and a high return on ad spend (ROAS) for eCommerce. If at any point we’re not close to hitting the main metrics (CPL or ROAS), we figure out how to fix it by:

Looking at the total month’s spend and comparing it with the client’s budget. Depending on how long the account has been running for and the data gathered so far, we calculate the difference (total spend and budget) and make adjustments. We also look for other alternatives by;

Brainstorming with all the specialists during weekly meetings. Getting inputs from our veteran specialists help us bring results-oriented decisions.

CTM Review

Every time a lead calls from an ad extension or from the client’s website, we track it using a platform called Call Tracking Metrics. Our CTM Reviewer listens to every call to identify whether they’re good, bad, or low-quality leads, and manually scores each call. This process also helps us uncover any issues that might be negatively affecting conversion rates during the calls and gives us enough data that we can use to make improvements.

All call leads that we received in the previous month are imported into Google Ads and sent to the client.

Monthly Check-ins

After all the weekly check-ins, our specialists meticulously go through a detailed 14-point checklist to make sure that nothing slipped through the cracks and we’ve done everything we can to optimize the campaign. We send a detailed report to the client every month.

Schedule of Communications and Optimizations

Once the onboarding is complete, our client manager takes care of the client’s account–from campaign creation to scaling–and walks them through the next process in each phase of the campaign.

Weekly Check-Ins

When an account is new, the CM provides useful information– the things that they’ve been seeing, learning, and testing–on a weekly basis for the next three months. This helps the client understand what’s happening, why they’re happening, and what we’re doing about them.

Conversion Rate Optimization (CRO) Recommendations

The CM works with the specialist to perform a site-wide website audit to uncover what it needs based on it’s product/service, target customer, and the client’s goals. Inch by inch, the CM looks for details (even the smallest ones) that would greatly increase conversion rates–from the website design, call-to-action buttons, text size, to the titles, descriptions, and content of individual pages.

Bi-Monthly Updates

Every other month, the client receives insights about more growth opportunities in different areas:

This is done every other month because for new accounts, it usually takes at least 60-90 days to understand patterns and get solid, realistic data to use for the long run. That’s why the insights that we’re going to share aren’t based on “common tips and strategies” that anyone can find on the internet. Instead, they are personalized insights based on proven methods that we have improved over years of consistent success and from the optimization results we have made on the client’s account.

Question 10

I Googled a keyphrase for my campaign but I don’t see my ad—why?

Accepted Answer

A: Ultimately, the answer depends on your unique campaign—but there could be a few potential reasons for this:

You are in a competitive industry and/or have a limited budget:

You can bid to be at the top of the page (in which case you may spend your entire budget on one click per day)
You can opt for more selective bidding, resulting in more leads

Setting a lower budget allows only the right people to find you, instead of paying a lot of money to claw to the top of the page.

You have other keyphrases that have proven to convert

Low search volume

Where did you Google from (physically)?

From here, you have a couple options to get to the bottom of why you aren’t seeing your ads:

Check out the “Ad Preview Diagnosis” tool in Google Ads. If an ad isn’t showing, this should tell you why—or, it may tell you that your ad is, in fact, showing up in Google search results, but you just haven’t seen it yet.
Still feeling uneasy? Just reach out. We can give you the reason why you aren’t seeing your ad; but chances are, there is a strategy behind it—and we’re happy to go over it with you.