Question 1

How do we spend more without lowering ROAS?

Accepted Answer

When a campaign isn’t limited by budget, we can often increase the spend without lowering ROAS by much at all.

However, when that same campaign has maxed out its spend (meaning it reached its entire audience), **using a lower-spend outbound campaign** (such as YouTube or display) **can increase brand awareness and introduce your offering to a new audience**.

So, we recommend starting these campaigns with a lower budget to see how it affects the overall campaign performance. The main campaign should become more active, thus allowing us to increase the budget.

You will sacrifice ROAS with these new outbound campaigns, so it's best to keep the ad spend low in the beginning to test this.

Question 2

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

Question 3

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 4

How long will it take to build my campaigns?

Accepted Answer

10-12 business days.

Question 5

What if I have a small budget of $500 monthly?

Accepted Answer

Accounts with small budgets (~$500) can be extremely difficult to optimize because there’s often not enough data to recognize patterns.

For example, if a keyword got 1 click last month and 1 click this month, should we increase the bid for that keyword? Well, 1 click is not enough information to make an educated guess.

In this case you may need to manually edit the budget twice per month because you want to spend the majority of it in a short amount of days and then pull back.

Do not turn on monthly budget because then it will spend that money evenly throughout the month, which isn’t ideal.

Question 6

How do I know the cost per aquisition of a client if Google Ads is only bringing in leads?

Accepted Answer

If your Google Ads account is gathering leads (as opposed to revenue), then it will be important to manually determine the cost per aquisition of a customer. Cost per aquisition, or CPA, is your bottom line, after all.

Getting to the bottom of this number is not always straightforward, but it is always worth the effort.

THe goal is to look through your recent sales and leads, and then to try to determine the average conversion rate of a lead that comes from Google Ads. That way we can apply the conversion rate to the performance reported by Google Ads in order to determine the CPA of a customer/client.

### Here is an example of the math equation that needs to be done:

If your CRM/sales reps are able to find 19 leads that originally came from Google Ads in the past 4 months.

And 8 of those leads converted into a customer/client.

Then, 8 converted leads out of 19 total leads is a 42% conversion rate from Google Ads.

If Google Ads is reporting 63 leads in the past 4 months and spent $20,000 in ad spend to do that, let's apply the 42% conversion rate to those numbers:

42% of the 63 leads gathered by Google Ads is 26.46 leads that were converted into clients, theoretically.

$20,000 spent on ads divided by 26.46 clients means each client cost $756.

Now that you know each client cost $756, you can ask yourself: Is that a profitable amount to spend aquiring a client based on how much revenue clients bring in over their lifetime with the business, on average? If so, then it's probably time to start talking about increasing the monthly ad spend to begin scaling how many leads are coming in each month.

### How to find the leads that came from Google Ads

Leads that submit a form will need to be tracked using [UTM parameters](https://help.sol8.com/faqs/how-do-i-set-up). This will need to be done ahead of time, so that the contacts in your CRM can be identified as having Google Ads as their source.

Leads that call your business won't have any UTM parameters attached to their contact record (and, in many cases, won't have a contact record unless the person who answered the phone added them into the CRM). In this case, we can send you a list of names & phone numbers from our call tracking app, and then you can manually match up your recent sales/new customers/new clients to the list.

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

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 9

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 10

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