Question 1

Why are Google Ads reporting different numbers than Google Analytics?

Accepted Answer

Google Ads and Google Analytics handle the same data very differently. And for good reason.

When you’re dealing with multiple sessions (meaning a website visitor came to the site more than once before converting) the conversion data can be displayed in multiple ways. This is called “attribution modeling.”

Google Ads and Google Analytics tend to use different attribution models because their purpose is different: Google Ads is trying to show us which ads are profitable, when, why, etc. Google Analytics, on the other hand, is trying to show us the most straightforward picture of what exactly happened on the site and when.

So, the two platforms almost always end up attributing conversions based on different rules:
* **Google Analytics** uses a same-day attribution model. This means the day that the conversion happens is the day that Google Analytics will show the data.
* **Google Ads** uses one of several different attribution models (whichever one your ad  manager chose in the account settings) to analyze the performance of the ads. So, if someone clicked on an ad a month ago, but then converted today, some or all of today's conversion will appear a month in the past.

In addition to this, the two platforms have different levels of tracking capabilities to recognize the same user across different channels, devices, etc:
* **Google Analytics** measures session date using browser cookies. This is all it needs, since it's only looking at data that happens within a single session.
* **Google Ads** measures session data using browser cookie, too, but also by IP address, session ID, and even WiFi. It also can recognize Google users if people are logged in on their phone or their Chrome browser and connect the dots that way.

Keep this in mind when using Google Analytics: It is a tool that has been developed to show you what's going on on your website. It only sees where users came from immediately before converting, which means it's direct traffic will be high since many people who interact with a paid ad will come back to the site directly when they're ready to convert.

Question 2

How Our Billing Works

Accepted Answer

Whether you’ve worked with an agency before or it’s your first time, understanding your contract can be confusing—especially when it comes to the billing process.

Fortunately, our billing is simple and straightforward. And in this article, we’ll show you how it works, help alleviate any confusion, and set expectations so you can manage your budget and payment a whole lot easier.

### Getting started: What fees do I pay in the first month?

For all new accounts, we configure all settings and complete the account build based on the data you provide us. This is called a “**campaign creation.**”

Upon the effective date of the paid advertising management agreement, we’ll send the first invoice containing the **campaign creation fee**. This initial fee is billed **one-time** and **only in your first month**.

So, if the date of agreement is on July 8th, expect to receive invoice **#1 on the same day**.

### How long does it take to launch my campaign?

It usually takes 10-12 business days for campaigns to go live. This includes the client’s [completion of the onboarding process](https://sol8.com/laying-the-groundwork-for-success-the-solutions-8-onboarding-process/) and providing proper access to accounts.

Now, it’s important to note that *any delay in the onboarding could cause the campaign to be launched after the second invoice was scheduled to go out*. And we’ll talk more about this in a second.

But before that, let’s jump to the next topic.

### What fees do I pay for month #2?

Once the campaign is created and all set up, it’s time to manage and optimize.

This means we’ll do all the account optimizations needed to improve the performance of your account, including:

* Bid management
* Negative keyword implementation
* Keyword expansion
* Ad copy testing

And other relevant optimizations according to your optimization schedule based on your account’s ad budget.

This process is called “**campaign management.**”

One month after the effective date of agreement is signed, we’ll send out your second invoice–the **monthly management fee** plus the **agreed percentage of the approved ad budget**.

Learn more about [why we charge an ad budget fee](https://help.sol8.com/faqs/why-do-you-charge-a-10-fee-1) and [why we bill according to the approved ad budget](https://help.sol8.com/faqs/why-do-you-bill-according-to-approved-advertising-budget-not-ad-spend).

Moving on, the campaign management fee (also called “monthly management fee) is sent one month after the effective date you signed the agreement, **but only if your campaigns were launched within the same month**.

Going back to our example, if you signed the agreement on July 8th, then you’ll get the second invoice (monthly management fee) on August 8th.

### But what if the onboarding was delayed and your campaigns were launched after August 8th?

Then you won’t receive any invoice until the day your campaigns are launched.

Say your campaigns were launched on August 10th. You’ll receive the second invoice (monthly management fee) on September 10th–**one month after your campaigns went live**.

From then on, expect to receive the future recurring monthly management fees every 10th of the month.

To help you visualize the billing timeline, we’ve created this infographic.

![Paste (2021-06-25 11-33-59).png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/hST1Lhi9hT/Paste%20%282021-06-25%2011-33-59%29.png)

Want to know what it looks like with specific dates? No problem!

### Here's an example of what the timeline looks like with exact dates.

**Campaign is launched on-schedule (within month #1)**

July 8 - Effective date the agreement is signed. Invoice #1 (campaign creation fee) is sent.

July 20 - Campaign goes LIVE.

August 8 - Monthly management fee is billed. Invoice #2 is sent.

September 8 - Monthly management fee is billed. Invoice #3 is sent.

**Campaign launch is delayed (after month #1)**

July 8 - Effective date the agreement is signed. Invoice #1 (campaign creation fee) is sent.

August 10 - Campaign goes LIVE.

September 10 - Monthly management fee is billed. Invoice #2 is sent.

October 10 - Monthly management fee is billed. Invoice #3 is sent.

And there you have it. If you want to know more about what happens in the back end within the first month, check out our post about [how we organize and execute our client management process](https://help.sol8.com/faqs/how-we-organize-and-execute-our-client-management-process).

Question 3

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:
![Screenshot_2021-05-07 Our Client Management Process(4).png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/iJXnCvNnuS/Screenshot_2021-05-07%20Our%20Client%20Management%20Process%284%29.png)
Let’s talk about Ongoing Account Management first.

### 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. 
![Screenshot_2021-05-07 Our Client Management Process(3).png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/GxT2lEr6yf/Screenshot_2021-05-07%20Our%20Client%20Management%20Process%283%29.png)
### 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
Review and Qualify Search Terms –Negative Keywords, Positive Search Terms, Coded Negative Keywords
Check budget to ensure speed is on target
Check Eligibility of Ads, Extensions & Products
Check All Tracking Codes & Actions

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.
![Screenshot_2021-05-07 Our Client Management Process(2).png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/iU4dIYP2q0/Screenshot_2021-05-07%20Our%20Client%20Management%20Process%282%29.png)
### 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.
![Screenshot_2021-05-07 Our Client Management Process(5).png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/y0D73LlvKY/Screenshot_2021-05-07%20Our%20Client%20Management%20Process%285%29.png)
### 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:
Awareness
Marketing
Brand Building
Lead Generation
Sales

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 4

Adding Solutions 8 to your Google Ads account

Accepted Answer

To begin, we’ll need you to send us your 10-digit Google Ads Customer ID. Please send this information directly to your Solutions 8 contact requesting this.

Here is a screenshot of where to look for the ID in your Google Ads Account:

![2020-10-07_2-55-46.jpg](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/qshsy3lVaU/2020-10-07_2-55-46.jpg)

We will send an email from our Google Ads Manager Account requesting that you grant us with access. **This email will go to the email address that is connected to your Google Ads account.**

The email will look like this:

![account-access-email-1.jpg](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/0mjr8eByHz/account-access-email-1.jpg)

Please press "Accept Request"

From here, you will be prompted to log in to your [Google Ads account](https://ads.google.com/).

Go to your Tools & Settings > Access and Security

![2020-10-07_2-42-35.jpg](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/7HfA7c6hQS/2020-10-07_2-42-35.jpg)

In here, you'll see a pending invite from Solutions 8 - Google Partner

Hit Accept and we will get notified

After we receive access to your account, it typically takes us 3 to 4 business days to complete a full evaluation.

Should you choose to engage Solutions 8 for regular Google Ads management, we'll need to perform this process a second time in order to transfer your account access from our review account to our management account.

Question 5

What Can I Afford To Pay For A Lead From Paid Ads?

Accepted Answer

If you’ve been using Google Ads or other paid advertising platforms to generate leads, you probably noticed that among all of them, Google tends to have the highest cost per lead (CPL).

Why?

Because the conversion rates of those leads are usually higher. Google understands the intention of its users and uses their algorithm to actively seek out users who have shown an interest in your product—those who are ready to buy.

According to [Unbounce](https://unbounce.com/ppc/seo-vs-ppc-infographic/), “50% of people arriving at a retailers site from paid ads are more likely to buy than those who came from an organic link.” Click-throughs from PPC results convert 1.5 times more than organic search results ([Atomic Reach](https://blog.atomicreach.com/ppc-statistics)). Meaning, in terms of getting higher bottom-funnel conversions, PPC beats SEO.

To make sure you have a well-optimized PPC campaign that generates revenue, it’s crucial to gather conversion data first. Sure, [it might take some time](https://help.sol8.com/faqs/how-long-will-it-take-to-see-results). But it’s one of the most important elements in building high-performing campaigns that give you a huge return for every dollar you spend in advertising.

Question 6

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](https://business.facebook.com/overview/).

Once you've done that, go to [Business Manager Settings](https://business.facebook.com/settings/).

Next, go to “Pixels” under Data Sources.
![2020-11-23_14-30-22.jpg](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/8yrNvndYcJ/2020-11-23_14-30-22.jpg)

Select the pixel and click “Assign Partners.”
![2020-11-23_14-32-21.jpg](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/kKkXeRoxXZ/2020-11-23_14-32-21.jpg)

Enter the Solutions 8 Business ID: 915738658498354
![2020-11-23_14-32-46.jpg](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/WEI1lgheyd/2020-11-23_14-32-46.jpg)

Question 7

Why don't my ads appear at the top of the page when I search on Google?

Accepted Answer

First page, top of page, first position CPC bid can be very expensive in competitive industries. A high CPC and low budget would take a while to make a conversion (get a click, make phones ring). So, shut off more expensive high quality keywords that you want to test now or later so they do not eat up your budget early on.

Start by aiming for a lower position (say #2 spot) with keywords that are high quality (related to ad relevance, landing pages, click through scores, etc.) but have lower CPC. Over a few weeks, you will learn and gather data on the quality keywords with good conversion rate and CPA.

Then you can begin to optimize. Bid more aggressively on quality keywords for top of page position and shut off keywords that have not been producing results. Reallocate that money to keywords that are producing results which will gain those type of conversions more quickly.

When you use a low budget and spend less than what you believe you should bid because your campaign has good quality score, good ad relevencey, good landing page experience and good expected click through rate, you pay a lot less than everybody else would to get a good spot and generate leads. Taking this smart approach allows you to see how things will progress.

As you test more aggressively, use Enhanced CPC which will help increase conversions. Enhanced CPC tells Google to enhance the bid (that it can spend) up to 150% of your current bid to get a click. So a $10 bid will turn into a $25 click if Google sees a conversion can come from it.

You could see your max bid is set at $10 'enhanced' but your average CPC may be $18 and you are getting good conversions and placement. Take your $10 bid and turn it up to $20 and you will get to see a predictive indicator of where to start to spend more money/increase bids without increasing the budget.**

So, start small, generate leads, see where conversions come from without asking for more budget or stretching too thin in the right amount of time.

You can get more aggressive by adding more ad spend to accelerate the process (get phones to ring and buy data) and then you can start to back the spend down in line with a targeted monthly spend.

Summary:

* Start with lower price and page listing
* Shut off expensive waste
* Get click then that's a great keyword to use as a predicitive indicator to more aggressively bid
* Start to scale
* Optimize
* Convert quicker

Why wait to do **SEO** until after Google Ads Campaign?
Because from your Google Ads Campaign(s) you can identifiy strong keywords and search terms with the best conversions, highest volume and lowest cost. Then use that as your keyword strategy to back link, create content, etc.

Question 8

What is PPC?

Accepted Answer

That's a great question that deserves a great answer. [Read more here](https://sol8.com/what-is-ppc/).

Question 9

How do I set goals and metrics?

Accepted Answer

Here are calculators to help you determine what KPI goal is right for their business:
https://docs.google.com/spreadsheets/d/1xbl5r5fYG_6_laNY8S24vT6IyOYoRnfZpyKG0itOMew/edit#gid=463182576

Notice how the numbers used in the calculations are variable numbers (any number that will scale as the sales scale) and any steady numbers (like monthly fees, overhead, most of the business’ labor costs, etc.) are not included.

What is a good return on ad spend? - I used to stress about every eCommerce store that has less than 400% ROAS, but lately I am realizing...repeat business is a huge factor. A business like VitaminsOnly.com.au might sell a $15 product, but that person has a good chance of coming back for a refill or cross-selling to other products. Whereas something like a no-touch Covid Vita Keychain (vitacreations.com) is really a one-time purchase situation.

Account-level goals vs. campaign-level goals - Keep in mind that you can talk about the KPI for the entire account and each campaign can have it’s own KPI. For example, a business might set a ROAS goal of 400% for the overall ad account, but their “video shopping campaign” might only need to get a 200% ROAS in order to perform profitably, because video has the added value of brand awareness and feeding the “smart shopping campaign” with a pre-warmed-up audience to unofficially “remarket” to.

Question 10

How do I decide whether a campaign can spend more even when it doesn’t say “limited by budget”?

Accepted Answer

If you have extra ad spend to work with (or if you pause another campaign and need to allocate its budget), check out the impression share (IS) lost to see if an existing campaign can take on the new spend. If (IS) is lost due to budget OR due to rank, then it most likely can. This is due to the cyclical nature of bids:

* Rank determines your ad’s position in the results.
* Rank is affected by bid.
* Bid is set based on what the business can afford (for example, [Max CPC] = [Break Even CPL] * [Conversion Rate]).
* Higher Bid = Higher Ad Position = Better Website Visitors = Higher Conversion Rate (clicks to leads) = A Higher Bid can be afforded. So, you can sometimes raise the bid in the anticipation that the conversion rate will increase by guesstimating what it will increase to and “putting the cart before the horse.”

* If NOT Smart Shopping campaign - you might temporarily switch the campaign to a manual CPC (with enhanced CPC enabled) bidding strategy if it was using an automated bidding strategy before, because the algorithm most likely isn’t intelligent enough to push the max bid in this way.

* If Smart Shopping - it’s not possible to switch to manual, so here are some other options:
	* Give it more budget in order to get it to increase the bid
	* Before increasing the budget, make sure the product feed is optimized by including a lot of optional information that helps with rank. *Be sure to optimize your feed during the eCommerce setup process.*

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