Question 1

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 2

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 3

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 4

What is the best ad copy strategy to use for search campaigns?

Accepted Answer

The recommended approach for best ad copy strategy is to use **2 Expanded Text Ads & 1 Responsive Search Ad**.

Every **search** campaign’s ad group has these 3 ads inside it.

The **expanded text ads** give a structured ecosystem to try out the **two sets of headlines/descriptions** you think will work the best, and then use the **RSA ad** to give you **insights into which ad copy is most effective**.

Effective copy can be a better **click rate** (which helps with the **quality score**) or a **better conversion rate**.

After there have been **100 clicks on the ads**, then you can begin making changes to **optimize the expanded text ads based on those insights**.

Question 5

What is the difference between Google Smart Shopping and Google Shopping Ads?

Accepted Answer

Traditional [Google Shopping campaigns](https://support.google.com/google-ads/answer/2454022?hl=en) are only directed at users searching Google for a product to buy. This user sees the ads on a search engine results page.

[Google Smart Shopping](https://support.google.com/google-ads/answer/7674739?hl=en), on the other hand, is a step up. This outbound-heavy campaign uses algorithmic targeting to show ads to a very specific user. This user has shown serious interest in a specific product through their past search activity.

Question 6

What if a campaign is not spending all of the budget?

Accepted Answer

Sometimes businesses would rather gain more impression share than hit a super high goal because the goal might be more profit than they really need and they want volume/scale.

For example, if you are targeting ROAS, then the campaign prioritizes that ROAS over spending all the budget, which means you’ve reached audience capacity and your options are either:

* Find a new/wider audience with different keywords
* Lower the bid strategy goal

Question 7

Should I share budget between multiple campaigns?

Accepted Answer

Shared budgets are not ideal but they can be useful - In the beginning of a campaign launch, you might decide to put campaigns into a shared budget in order to help determine how to divide up the budget. You will be able to let the algorithm decide what to show based on how much demand (impressions) there is.

Question 8

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 9

How do we rank for organic Google searches?

Accepted Answer

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

Question 10

Is my website ready for PPC ads?

Accepted Answer

In order to satisfy Google, there are a few of their policies that we must abide by as advertisers in order to gain the full scope of the platform's capabilities.

Google's primary goal is to keep its users happy, and Google has a plethora of people wanting to advertise to Google's users. In other words, Google gets to pick and choose which ads they present to their audience.

The bad news is that we have to compete against those other ads. The good news is that Google doesn't discriminate as long as you follow their guidelines and rules.

### Individual "Thank You" page For All Forms

Essentially, this means that after a user has completed a desired action on your website (e.g. a purchase has been completed, or someone filled out a form) a "Thank You" page needs to be displayed.

### Mobile Responsive
This is a big one. Have you ever visited a website on your mobile phone? We're positive you have. Have you ever visited a site on your mobile phone, only to have the end result be some "zoomed-in" portion of the main website?

Pretty annoying, right?

Google actually pays attention to these kinds of things, and classifies these seemingly minor things as "user experience".

Basically, the better the user experience is on your website, the higher your quality score for your advertisements. This, in turn, leads to happier users and better ad ranking for your advertisements (which oftentimes means more sales).

### Site Speed
This is another factor that Google looks at heavily. According to a study done by the website Hubspot, if your website makes you an average of $100,000 a day, a 1-second decrease in page load time can increase your sales by about $7,000.

It seems like such an insignificant detail, but in the hustle and bustle of today's environment, people want things and they want them now.

Moreover, if your site takes too long to load, you run the risk of people bouncing off of your site. That means that they click on your advertisement (you pay for that click) and then they leave the website before it fully loads, before you have a chance to sell them your offer, all because it took just a little too long for the site to load for them.

Again a minor detail, but it has huge consequences.

If you would like to check your current site speed and get suggestions on how to boost the speed, check out [this article](https://faq.sol8.com/faqs/how-important-is-it-to-have-a-fast-website-and-does-that-affect-ads).

### Privacy Policy
A privacy policy is a requirement that indicates to your website's visitors how their personal information will be stored in your system. Things like website cookies, email addresses, credit card information all fall under this category.

Don't worry, you don't need to pay a lawyer the big bucks to write you one of these. You just need to explain to the website visitor, in a transparent way, where their information is being stored (if at all) and what is being done with that information.

### Have A Physical Address On Your Site
This is something that Google looks for to see that you are a legitimate business and not some scammer who's claiming they're in California but really on the other side of the planet.

The benefit of this is that it satisfies Google, but it also makes your website visitors feel more at ease when they are considering purchasing your products/services. It instills trust in your website visitors, and often times more trust equals higher conversions and more sales.

### Your Phone Number On Your Site Should Be Coded Text
This is a bit of a more technical detail. Google is very smart, but sometimes it needs some help. Having a phone number on your website is another thing that you can do to instill more trust in your website visitors, and possibly boost conversions.

However, from a technical standpoint, Google can't recognize that phone number if it's in an image and not coded onto the page.

If you have a web developer, they should be very familiar with the difference.

### Have An Email Address Listed On The Site
Just like having a phone number and physical location, Google wants you to have a way for website visitors to reach you by email.

Again, just like a phone number, this needs to be coded into the webpage and not an image so that Google can read it.

## eCommerce Websites
These next two points are specifically for eCommerce websites that sell physical items.

### Have A Published Return Policy
A return policy is standard practice for physical stores, and it should be no different for online stores.

Just like the privacy policy, you don't need a lawyer to create this for you (although, by all means, if you feel more comfortable having a lawyer write it for you, have a lawyer write one for you).

A return policy can be very simple. It just tells the user what to expect should they want to return their item or get a refund. Questions that could be answered include: How long do I have to return my item? What's your policy if my item arrives broken?

### Have A Published Shipping Policy
People want to know how long it's going to take for their item to arrive from the moment that the order is placed.

It's always a good idea to set expectation ahead of time. So be sure to tell your website visitors in your Shipping Policy how long it takes to process an order, and what kind of shipping speeds your business offers.

That was a lot! Don't worry though...

These are all seemingly minor things, but the devil is in the details. Not only are you satisfying Google's guidelines by having these things in place, but you are also boosting trust with your website visitors.

Higher trust with your visitors means higher conversions, which means higher sales.