Question 1

Why can't we just turn on tROAS & leave it on?

Accepted Answer

Every time we apply tROAS, it stops the algorithm’s learning process and prevents us from infusing more spend into the campaign. While the tROAS setting is applied, the algorithm "muscle" atrophies.

Often times, over-pacing to force the algorithm to learn and grow, and then pulling back on the spend to allow the ROAS to shoot up, is better than simply applying a tROAS goal - it’s like telling the algorithm to “only use the knowledge you already have to try to spend the budget and hit the goal.”

Doing this causes problems because the knowledge it has doesn't update with the ever-shifting market of new users, which causes the algorithm to not be able to spend the full budget, and ultimately causes us to fall behind on spend, and lose valuable time in the learning process.

We only apply it for short periods of time, and we have to sync it up during a portion of the month when we want to push the algorithm in that particular direction (high return), but it's not a long-term solution to achieve high performance.

Question 2

What time period should I use to judge ad performance?

Accepted Answer

It's tough to look at things on a week-to-week basis. Our team aims for hitting the ROAS goal on a month-to-month basis. Performance is intentionally bumpy throughout the month because we do things like using the Stair-Step Method to push the algorithm to grow, or testing small changes, etc.

Question 3

Why shouldn't I judge the performance of each campaign individually?

Accepted Answer

It is tough to look at a single campaign's performance. Our team views account performance holistically. This is because campaigns often interact with the same leads/customers and depending on the attribution model, those conversions can get divided up in a way that makes one campaign look worse than it really is.

Question 4

Why Do We Exclude Certain People In Remarketing Campaigns?

Accepted Answer

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?"

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!

Question 5

What to Expect With Competitor Campaigns

Accepted Answer

Competitor Campaigns:

These campaigns tend to have a shorter sales cycle.
They are also known to drive more branded search (because someone shopping a competitor’s site, might come back to Google after not finding what they were looking for, remember your name, and type that in).
Don’t expect to have a high quality score on campaigns like this because the content on the site will never have the keyword (the competitor brand) in it.
It is almost always a trademark violation to put your competitor’s business name into your ad copy.
If you do not have a direct/obvious competitor, some nuance needs to be taken into consideration:
- For example, you might want to target a big brand who steals most of your business, but since the big brand sells more than just the products that you sell, you will need to target keywords that include both the competitor’s name and the product.
- Sometimes this is the case with smaller competitors, as well, in which case try both strategies (target just the competitor’s name and also the competitor + product as keywords).

Question 6

What are Dynamic Search Ads (DSA) Campaigns? When should I use DSA?

Accepted Answer

DSA Campaigns are used as learning experiments - You may choose to build dynamic search ad campaigns because they help you learn what ad copy & keywords to use in the other campaigns, in case you missed any important and effective words. Adding new words to the other campaigns can be helpful to optimize -- and it can be especially helpful if you’re hitting a spend ceiling and would like to raise the budget. It’s a way to identify, rather than guess, which keywords to target.

When to use - These campaigns are 100% created by the algorithm based on the words used in the landing page -- the algorithm decides what ad text and what keywords to use. These are only good for websites that are extremely specific and have content centered on a set of keywords.

How to use - Give the campaign a small budget. These campaigns have the ability to spend a lot of money very quickly, and DSA campaigns usually have a lower conversion rate than other types of campaigns, so it’s okay to let it be in the “limited by budget” status.

Optimize - When you’re ready to see it’s results, go to the DSA campaign and click on Search Terms. Sort by impressions to see which terms have a high amount of search volume. From there, find the ones that are actually getting clicks. Use those terms in the other campaigns.

Question 7

Can I have multiple smart shopping campaigns in order to sell in different countries or one smart campaign with all countries selected. Please whats best practice in your experience?

Accepted Answer

Yes! Best practice for multiple countries is to actually create a new feed in GMC for that target country, then, use a new Smart Shopping campaign to target that country, or, a specific geographical area in that country

Question 8

What are Cart Abandonment Campaigns and Cart Abandonment Audiences?

Accepted Answer

If you see significantly more product value being added to the cart than what is being purchased, consider adding a Cart Abandonment Audience to a Remarketing Campaign to try to get those hot leads back.

Use Display Ads so that any other websites they visit, like competitor sites, they will see your ad saying, “Finish your checkout and you’ll get 10% off with coupon code x”.

(***Make sure to only add new audiences to the Remarketing Campaign after the campaign has proven that the ROAS is there or else you will simply be putting budget & effort into something that converts at a negative net profit.)

Question 9

How do we rank for organic Google searches?

Accepted Answer

Make sure your website can rank organically
Continual content creation (unique and about one topic. Doesn’t have to be long, 600 words is fine.)
Buy backlinks with a company like seo.co

Question 10

What is a Good Conversion Rate?

Accepted Answer

Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. Ideally, you want to break into the top 10%.

Source: https://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate#:~:text=Conventional%20wisdom%20says%20that%20a,in%20the%20average%20performance%20bucket