Question 1

Can we spend more money on a specific product or in a specific location?

Accepted Answer

Begin with $50 per day (or an amount that makes sense to you). Try to split the Smart Shopping campaigns to two different geographical locations, then allocate the ad spend to each campaign based on performance.

So two identical smart shopping campaigns.

1: All of (ex: Country), excluding (ex: State)
2: (State) while excluding the rest of (Country)

Whatever ends up being limited by budget, or having the best ROAS, gets the most ad spend.

Since they both will have their own dedicated daily budget, you will want to balance that on how each of the campaigns performs.

Question 2

Why is the conversion rate higher when leads come from paid ads vs. organic?

Accepted Answer

The paid campaigns are always going to bring in higher quality website traffic than organic search results because:

1. Ads have headlines and descriptions - vast amounts of them - that have been optimized for click-through-rate by us and by the algorithms.
2. Organic searchers aren't always going to be sent the correct page. When someone does a search on Google and finds your website in the results, they might not get to the landing page/homepage. They might end up on a blog post, etc. In fact, you can see what percentage of the website visitors enter your site from the landing page/homepage by going into analytics.google.com, clicking on Aquisition, then Search Console, then Landing Pages on the menu on the left.
3. You're also getting a higher percentage of people who are motivated to buy. Many people are looking for information and will end up on an article on your site. The people who do click on an ad are looking to explore your brand/product/service from the perspective of someone who is considering pulling out their wallet.

Conversion rates from paid ads tend to be 6 times higher than conversion rates from organic searches.

Question 3

How do the ads get switched over during a site redesign or a new website with a new domain?

Accepted Answer

If it's the same website that's getting a re-design, setup tracking on all the new landing pages & forms during the week before the switch over takes place. If not, the only way to do it would be to pause the ads for a few days while you re-setup tracking.

Make sure you/your developers to make sure the same Google Tag Manager code and Google Analytics code get copied & pasted into the new design.

If it’s a new domain, then it’s considered a new website. It will need a new Google Tag Manager code and also a new Google Analytics “property”. Both sites will need to be up for about a week while you are switching over the tracking.

Question 4

Can You Join Our Company Slack Channel?  (...Or Other Communication/Project Management Channels)

Accepted Answer

We take communication seriously. **And that’s why we don’t join external client communication channels or project management applications** (like Slack, Ryver, Asana, Basecamp, or TeamWork). *Here’s why:* ## 1. Juggling channels is inefficient Each of our client managers may work with dozens of clients at a time. So you can imagine that joining every client’s Slack channel would get a bit *noisy*; not to mention each client uses a different platform type, which would result in a lot of clutter. ## 2. We have rock-solid processes inside our own agency From onboarding to account setup to ongoing management, our communication processes are about as efficient and streamlined as it gets. We have automations and purposely-redundant methods in place to ensure each client account is managed with the sharpest eye. Which brings us to our final point: ## 3. Limited access and workflow Each client is assigned a powerhouse team dedicated to their account: a client manager, a specialist, a *backup* specialist, and two strategists. To provide the best service, client managers frequently rope a specialist or strategist into conversations with the client. However, **if a client manager joins a client's external communication channel, it is nearly impossible to rope in those other team members**—and it is similarly clunky to forward client information out to the rest of the team. With our communication systems, we can move efficiently, tie automations to our emails, and allow access to our entire team. ## We prioritize frequent and *meaningful* communication We try to set clear expectations early on regarding our time and yours. While adding your client manager to your internal Slack channel might seem like the best way to reach us, our policy to stick with internal communication processes actually results in **more availability to speak with you and higher-quality communication**. As always, we’re happy to chat with you about any questions or concerns. Reach out anytime.

Question 5

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](https://www.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 6

Why isn’t the Facebook remarketing campaign running?

Accepted Answer

It's common for Facebook remarketing campaigns to struggle to acquire a large enough audience in order to run. Facebook says their minimum audience size for a pixel-generated audience is 1000.

This means the Facebook pixel on your site needs to be able to match at least 1000 website visitors to Facebook users.

What factors into this?

**Match Rate** - Facebook doesn't reveal their average match rate (the rate at which website visitors can typically be matched up with Facebook users), and this likely varies greatly depending on the type of user who visits the site (do they tend to have Facebook accounts? Do they tend to reset their cache & cookies often?) as well as a number of other factors.

**Pixel Age** - The pixel is only able to see website visitors in real time, which means it can't see people who visited before the pixel was added to the site. So, if you've had the pixel on the site for 6 months then it will have 6 months worth of website visitors to try to mach to Facebook users (as long as the settings inside the Facebook ad account are set to look back 6 months, which is the maximum amount of time Facebook allows a pixel to look back).

So, the best thing to do is get the Facebook pixel onto the site early, make sure the settings inside FB pixel area are set to look back 6 months, and consider sending more people to the website with proactive (aka not remarketing) ad campaigns in order to populate that Facebook remarketing pixel audience.

Question 7

Adding Solutions 8 to your Facebook Ad Account and Business Page

Accepted Answer

In order to grant our agency access to your Facebook account, you will first need to sign into your Facebook Business Manager here: [business.facebook.com](https://business.facebook.com/). If you do not already have a Business Manager account, you’ll need to create one. Once you are signed in, please navigate to the "Business Settings" page: *Business Manager > All Tools > Business Settings* ![fb access step 1.png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/MJjiK2o9y1/fb%20access%20step%201.png) Please select the "Ad Account" tab from the vertical list on the left and then choose the Ad Account name that coincides with your business. On the right hand side, you will see a button that says “Assign Partner." ![fb access step 2.png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/blm78seQkX/fb%20access%20step%202.png) A form should appear with the title: *Connect partner to ad account.* At the bottom of this form is a link that reads: *"Connect your ad account using your partner’s business ID instead."* Please click that link. ![fb access step 3.png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/qqnNZO5VvN/fb%20access%20step%203.png) The new form should look like this: ![fb access step 4.png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/miVYboLtyA/fb%20access%20step%204.png) Please select the role level of *"Ad Account Admin"* and enter the following Business ID into the *“Partner's Business ID"* field: 1938772326371927 Congratulations! You have added us to your Facebook Ad Account. You are almost done. We’ll also need to be added as a partner to your Facebook's Business Page. This is very similar to adding us to your "Ad Account." From the same “Business Settings” page, select “Pages” from the vertical list of options on the left and choose the page name that corresponds with your business. On the right hand side, you will see a button that says “Assign Partner." ![fb access step 5.png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/myx20dpuOo/fb%20access%20step%205.png) A form should appear with the title: *Connect partner to Page.* At the bottom of this form is a link that reads: *"Connect your Page using your partner’s business ID instead."* Please click that link. ![sb access step 6.png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/UPCvLeWIr8/sb%20access%20step%206.png) The new form should look like this: ![fb access step 7.png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/MpD6OKc9u8/resources/p1JiTMGuhi/fb%20access%20step%207.png) Please select the role level of "Page Admin" and enter the following Business ID into the *“Partner's Business ID"* field: 1938772326371927 You are done! Once you have completed both of these steps, please make sure to alert your client manager.

Question 8

Why Doesn't Google Ads Show The Same Conversions As Google Analytics?

Accepted Answer

If you are using Google Analytics to count conversions from Google Ads, you may be missing a large chunk of conversion data. The reason why is because Google Analytics doesn’t do a great job at identifying website visitors who have come back to the site. It focuses mainly on session-specific data. This means, if a user clicked on an ad, didn’t buy, and then came back to the site directly the next day to purchase, Google Analytics will likely mark that person as “direct” traffic. Another thing to watch out for when comparing conversion data across these two platforms is Google Analytics runs off different attribution models then Google Ads. Google Ads will look at the first click model so that you can make sure that if the user is going to come back and Google a brand name then you can properly attribute it to the proper campaign. However, Google Analytics will look at the last click or same day attribute. That means that it’ll show you that between this period and that period, this is what happened that day. Here’s an example, let’s say that Google Ads shows 1000 conversions and Google Analytics shows 800 conversions. There’s a 25% difference in conversions. If you’d like to explore this further, here is our chief account strategist, John Moran, on the subject:

Question 9

When is the best time to run Facebook Ads?

Accepted Answer

Start with a Remarketing campaign only for this first month until the pixel has picked up enough matched users and conversion data in the performance history. As a side note for e-commerce you can do Dynamic Product Remarketing which pulls products from the feed much like a Google Shopping campaign.

Keep in mind that Remarketing campaigns will not be able to spend much ad budget because the audience is made up of a percentage of people that visit your site (Facebook isn't able to match 100% of site visitors back to Facebook users). Start off with $5-$10/day for this campaign and adjust from there based on the frequency of the ads being displayed.

Once you have a good audience size and historical data then you can create a lookalike audience form your existing converters and show proactive ads to that cold list in order to build awareness.

People tend to view FB ads and then convert without clicking in FB. This can happen with Google to but it is more common with FB so it's hard to directly attribute sales and judge the performance of FB campiagns. Some of the people who convert on FB might be the sample people who are converting from an ad on another platofrm like Google. Without an attributuion tracking model it is impossible to know the exact path of conversion.

Question 10

How do I set up UTM Tracking?

Accepted Answer

This means you want to manually store data in your CRM platform which tells you where the contact record originated from.

In order to do this, you will have to set up hidden fields on your landing page, and you will select which words (aka parameters) to store (i.e. “source=google” and “campaign=branded”).

Once you determine those parameters, you (or your vendor) will enter into the appropriate campaigns or ad groups.

You can double check that the UTM settings are set up correctly by clicking on "ADS & EXTENSIONS", then click and "EDIT" on an ad and then click “TEST.”

Intro to UTM parameters training here: [https://youtu.be/RIL3HPA_Ddg]

Keep in mind: These UTM parameters aren't quite as good as Google at tracking folks with accuracy. It's simply a piece of text that's temporarily stored in the person' browser cache when they visit the site. If they come back to the site again with new parameters sent, then the browser's cache will be overwritten with the new parameters. If they come back to the site on a different device to convert, then the browser won't push the parameters into Shopify. If they delete their cache & cookies between their first site visit and the site visit that they convert on, then Shopify also wouldn't be able to include the parameters with the sale.

Google, on the other hand, is much better at tracking folks across devices and through any accidental cache deletions or overwritings. Google has people logged in on their phones, etc. etc.

But the UTM parameters should be close enough to accurate to get a quick gauge on what percentage of traffic is coming from where! You can also compare this data with your Google Analytics account in the Source/Medium section.

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