Question 1

Why Does It Take 90 Days To Prove Concept?

Accepted Answer

You're probably already aware that we are very transparent on how long it takes to see results from your PPC campaign.

Our  goal is to provide you with realistic expectations, rather than selling  you the moon. This is for the benefit of both agency and client to  ensure both a highly effective and professional working relationship.

### The 90 Day "Rule of Thumb"

All  PPC campaigns that we run start broad, on purpose. We start by  identifying every possible keyword, ad copy and landing page destination  that is relevant to your goals.

We gather this data from  performing a competitive analysis, research and traffic amount estimates  by keyword. While we may not know what is going to be the perfect ad  copy, keyword, landing page, etc., it's our job to make sure that we  include and test each asset and work to optimize the assets that are  producing the most amount of conversions for the lowest cost per  conversion.

During the first 90 days, we will be gathering data in  the form of results. Some Ad Groups and Keywords are going to generate  conversions and some are not, this is why campaign optimization is so  important.

### How do we "Optimize" the campaign?

When you  hear the term "optimization" that means that we are going to work  towards generating more conversions for less cost per conversion. These  results will be more frequent the more data that we collect.

We  work off of a base 100-point data set when performing optimizations.   What this means, is that when there are 100 points of data for an  action, whether that be impressions, clicks, conversions, or simply the  most appropriate data point for a particular campaign, we make a  decision on what to do with that asset.

For example, if we see a  group of keywords in an Ad Group that all have 100 impressions, we are  going to look to see what has the highest Click Through Rate (CTR) and  place more spend towards those higher-relevant keywords. Then, once each  keyword generates 100 clicks, we are going to look to see which keyword  resulted in the most amount of conversions, and place more spend in the  keywords that have generated the most amount of conversions.

There  are many more data points that are taken into consideration when  talking about optimizations, but this will help you understand how  optimizations work in the most basic form.

We also listen to  every phone call that is generated from the campaign to ensure that when  the phone rings, its a relevant person ready to talk to you on the  other end. The results of these phone calls, directly affect the  optimizations of your campaign, since we manually count those as  conversions so we can identify which campaign is generating the most  amount of relevant phone calls.

### What You Can Expect In The First 90 Days

Within  the first few days of the campaign launch, you will experience real  results, however, it will not be the most optimized results. The  conversions may be a bit more expensive in the beginning, or they may  not be as frequent as you may like them to be, but rest assured, with  each passing day, the campaign is going through changes to see those  results increase. The first second month will be better than the first  and the third month will be better than the second.

We will be  reaching out to you very frequently and checking in on the quality of  the conversions, plus giving you insight as to what optimizations have  been made and what future optimizations we are planning to make in the  near future.

Each month, you will receive a detailed report,  extracted directly out of your AdWords campaign that we will review  together. We review all data together so that you can offer your  feedback regarding our strategies. There may be times where we rely on  you as a subject matter expert and we truly value your input.

### In Summary...

While  there are very few campaigns that launch perfectly optimized, we do  need time to assess where the conversions are coming from and make  changes to the campaign to spend more ad spend in the Campaigns and Ad  Groups that are performing well.

Our goal is to deliver to you a very high performing campaign within the first 90 days.

If  you have any other comments, questions, or concerns, please feel free  to click on the chat button in the bottom-right corner of this screen  and reach out!

Question 2

Mobile App - 17. ghl mobile app

Accepted Answer

Question 3

How Crucial Is Your Website To Your PPC Campaign?

Accepted Answer

Your website is your online hub. It houses your products, services,  and brand on the internet. It is absolutely critical that your website  is optimized for user experience when considering PPC, in order to get  maximum results.

What kinds of things might you consider when optimizing your website?

### Quick Article Summary:

* Page Speed
* Mobile Optimization
* Webpage Layout
* Clear Call-To-Actions (CTA's)
* Cleary Displayed Contact Information
* Separate "Thank You" Pages For Form Submissions
* Have Google Analytics Installed
* Quality Content

### Page Speed

Page  speed is the biggest factor when it comes to optimizing your website.  If there was 1 thing that you focused on as far as website optimization,  it's page speed.

Basically what page speed is just as it sounds.  It's how long it takes for your website to load when users click onto  any of its pages.

Here's a cool tool called [PageSpeed Insights](https://developers.google.com/speed/pagespeed/insights/) by Google that you can use to test how long it takes for your website to load. **It will also give you insights into what you can do to reduce the time it takes for your website's pages to load.**

### Mobile Optimization

Does  your website show up nicely formatted when someone searches for it on a  mobile phone or tablet? Or does it look like someone zoomed in to the  page, with text flowing off the screen and not wrapping lower to fit the  size of the screen?

If you fall into the second category, you might want to take a closer look as to what might be causing this.

In  the modern age of instant gratification, if your website is not perfect  (or as close as possible) people will leave your website without given  it a second chance or a second thought. It's a big issue if your website  is not mobile optimized, because you're still paying for those ad  clicks.

Imagine the difference in your bottom line in these 2 scenarios:

* Scenario  1 - Your website is not mobile optimized. A user on their phone sees  your ad on Google and clicks. The website takes too long to load, but  they're patient. Finally the page loads, and it displays some obtuse,  zoomed in portion of the page. As soon as they see this they get  frustrated and move on to a different website, costing you the price of  the click and the missed opportunity to sell them on your amazing offer.
* Scenario  2 - Your website is lightening fast and mobile optimized. A user on  their phone clicks on your ad, the page loads instantly, and it's a  nicely formatted version of your normal website. The user is amazed at  the visual quality of your site and spend a few minutes searching  through what you have to offer. They're loving it.

In which scenario do you think a potential customer is going to make a purchase?

You're  exactly right! The great thing too is that most website platforms  (especially if you're on WordPress) have preloaded mobile optimized  themes.

### Webpage Layout

Webpage layout follows the same  theme as mobile optimization. Having your webpages (i.e. homepage, blog,  sales pages, etc.) formatted for "ease of access" is key.

In other words, you want to make it easy for users to navigate your site. A few benchmark questions you can ask yourself are:

* Are my pages too "busy", or are they clear and clean?
* Are my pages relevant to what people are looking for?

### Clear Call-To-Actions (CTA's)

A  call-to-action is essentially a button or a link that tells people what  they should do on your website. Here's some examples of CTA's:

* A button that says "Buy Now".
* A callout in your blog text that asks a user to do something.
* Hyperlinked text that prompts a user to click through.

It's  important that these things are clearly displayed on your website. One  of the worst things that could happen is to have a bunch of people on  your website not knowing what to do next. The website should help guide  them through their customer journey, and CTA's one of the biggest ways  to do that.

It's also important to note that you shouldn't overdo it with CTA's on any single webpage. You do not want to ask your users to do 100 things on one page. In fact, the standard recommendation is that you have less than 3 CTA's, and ideally just 1.

### Cleary Displayed Contact Information

Sometimes  users want to reach out to your business via email or telephone. They  might have a sales or technical question, and it's important that they  have a way of contacting you.

Having your contact information  clearly displayed at the top and/or bottom of the page is common  practice, and what most users are used to.

Google will also disapprove any ads that are running to websites without contact information displayed.

Separate "Thank You" Pages For Form Submissions

The  benefits of configuring might not be obvious at first, but setting up  separate "thank you" pages for form submissions can add a new dimension  of data. Here's the reasoning.

If you were to have all your forms  direct to 1 "thank you" page, you'll be able to track your conversions.  No problem there. The issue is that you won't know which page those  conversions were made on.

By setting up an individual "thank you"  page for every form, you can track which forms are getting conversions  and which are not.

### Have Google Analytics Installed

Google  Analytics is a free tool by Google that allows you to track your users  as they use your website. This is absolutely critical to the success of  your campaign.

Just like brick & mortar stores have  associates and clerks that can physically see what actions customers  take in the store, Google Analytics allows you to do this digitally on  your website.

We also set up certain goals in Google Analytics that are counted as conversions to be imported into AdWords.

Lastly, PPC Campaigns can NOT run remarketing campaigns, unless they are tied to an active Google Analytics account.

### Quality Content

This  is a no-brainer. Quality content is what attracts and keeps users  engaged. Without quality content, users will get frustrated with your  brand for its lack of helpfulness and flee to your competitors. It might  sound like an exaggeration, but would you really want to chance that?

### In Summary...

That  wraps up this article. Hopefully, you have a better understanding of  why your website is important to PPC campaigns. It really all comes down  to user experience.

If you have any other comments, questions,  or concerns, please feel free to click on the chat button in the  bottom-right corner of this screen and reach out!

Question 4

How to Add 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, where to look for the ID in your Google Ads Account: ![image-1.png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/GkKrxhf12I/image-1.png) 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. Please press "Accept Request" From here, you will be prompted to log in to your [Google Ads account](http://ads.google.com/). Go to your Tools & Settings > Set Up to Account Access > (at the top) Managers 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. Please contact our office if you have any questions or concerns. [4804427658](tel:4804427658)

Question 5

"Is my website PPC compliant?" - 10 Things That Might Delay Campaigns

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](https://blog.hubspot.com/marketing/page-load-time-conversion-rates),  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 [PageSpeed Insights by Google](https://developers.google.com/speed/pagespeed/insights/).

### 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.

Find out if your website is PPC compliant with a [an Action Plan](https://calendly.com/sol8/ppc-evaluation).

Question 6

Triggers - Forms and Triggers

Accepted Answer

Question 7

Glossary of Digital Marketing Terms

Accepted Answer

**A/B Testing**: A method used to compare different  versions of digital ads or website landing pages in order to determine  which one performs better. A typical A/B test for ads involves running  the two ads simultaneously and then measuring which version gets a  better response from the audience.

When running an A/B test, only one element of the ads should be  changed at a time. This is because the goal of these tests is to  determine which variables generate the best responses from the audience.  Once a winner is selected, it is then used as the next control and  compared with another version to isolate and identify, the ad element  that causes the audience to respond favorably to the ad.

**Above the Fold**: A term derived from the print  advertising industry. It describes the area of a web page that’s visible  before the website visitor scrolls down the page. Note: There is no set  pixel size for the fold; it will vary depending on the visitor’s screen  size and resolution.

**Account-based Advertising**:  One tactic in an account-based marketing (ABM) strategy. It’s the practice of serving display advertising only  to specified titles at the target accounts you designate. For example,  if you’re marketing a new type of food packaging to General Mills, you  might target multiple levels of responsibility, such as Senior Product  Manager, Senior Product Marketer, VP of Product Marketing. Only people  who work at General Mills and have these titles would be shown your ads.

**Ad Audience**: The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period.

**Ad Banner**: The most common form of digital  advertising. These ad units, which include static graphics, videos  and/or interactive rich media, are displayed on a web page or in an  application.

**Ad Impressions**: The number of times an ad has been  served, regardless of whether the user has actually seen or interacted  with the ad in any way. (Also see: Ad Serving)

**Ad Network**: A vendor that connects advertisers to  publishers. Ad networks act as a single point of contact between  publishers and advertisers, helping negotiate supply and demand.

**Ad Serving**: The delivery of an ad from a web server to the end user’s device, where the ads are displayed on a browser or an application.

**Ad Targeting**: Delivering ads to a pre-selected  audience based on various attributes, such as geography, demographics,  psychographics, web browsing behavior and past purchases. (Also see:  Behavioral Targeting, Contextual Targeting, and Geographic Targeting.)
 
**Ad Unit**: A size-and-format specification for an ad.  The Interactive Advertising Bureau, a trade association promoting  digital ad standard and practices, has [a set of guidelines for sizes](http://www.iab.net/adunitportfolio).

**Affiliate Marketing**: Publishers have websites that  get traffic and advertisers want to promote their products to the people  who visit those websites. Affiliate marketing is an agreement between a  publisher and an advertiser where the publisher receives compensation  for every click delivered and/or every sale made of the advertiser’s  product or service.

**Analytics**: Data and statistics about the users of a  website and how they interact with the website. Analytics can be used to  uncover information about how many people browse a website, how much  time they spend on the website and the specific actions they take on the  website.

This information is then used to target audiences, understand  consumer behavior, improve user experience and optimize advertising  campaigns.

**Attribution**: The goal of attribution is to identify  which touch, of the many possible, is most (or partially) responsible  for a conversion, so ROI can be calculated. First touch, last touch, and  multi-touch are common attribution models. For example, a sale might  begin with an ad, lead to an email campaign, and end with a phone call  from a sales person. With first-touch attribution, the ad would get the  entire credit for the sale. With last-touch, the phone call gets all the  credit. With multi-touch, the ad, the email and the phone call each get  partial credit.

**Bounce Rate**: A �bounce� is a website visit in which  the visitor looked only at the single page they landed on, did not  interact with it, and then left the site. The �bounce rate� expresses  such visits as a percentage of the total visitor sessions, within a  specific time frame.

For example, suppose a website has 100 sessions in one day. (Note  that this is different from 100 visitors. Any visitor could visit  multiple times, and each time would count as a session.) If 75% of the  visits are bounces, then the bounce rate will be 75%. A high bounce rate  is often indicative of a poorly designed landing page. It can also  indicate that a page completely fulfilled what the visitor was looking  for, so the visitor did not need to keep clicking to find out more. (But  more often it means the page failed, underscoring how important it is  to design landing pages for visitor engagement.)

**Brand Awareness**: The extent or level to which a  potential consumer can recall and identify a particular product or  service. Increased brand awareness is one of the two customary important  goals for a digital advertising campaign (the other being a conversion  of some kind).

**Browser**: A software program with a graphical  interface that people use to navigate all the information available on  the World Wide Web. Examples include Firefox, Chrome, and Internet  Explorer.

**Call to Action (CTA)**: A phrase included within an ad, or a graphic element such as a button, which invites the audience to take a certain action.

Examples include phrases such as �Click to Read More, ��Download Your Free eBook Now, � or �Click Here.�

**Channel**: A distribution method; In advertising, it’s  an outlet used by advertisers to reach audiences, such as direct mail  or radio. Digital advertising includes channels such as display  advertising, social media advertising, and mobile in-app advertising.

**Click-through Rate (CTR)**: Expressed as a percentage  of total impressions, this statistic shows how often people who are  served an ad end up clicking on it.

An ad’s CTR is calculated by dividing the number of clicks an ad  received by the number of times it’s been served, then converting that  into a percentage. For example, if an ad received 5 clicks and was shown  1000 times, the CTR is 0.5%. The higher the CTR on an ad, the better  it’s performing.

**Conversion**: When launching a campaign, advertisers  select a specific action or set of actions they want audiences to take.  Each time a member of the audience takes this action, it is counted as a  conversion. Conversions include actions such as signing up for a  newsletter, or making a purchase on a website.

**Conversion Pixel**: A 1×1 image pixel placed on a web  page (such as a thank-you page) which is triggered whenever a conversion  occurs. Usually transparent.

**Conversion Rate**: Expressed as a percentage, a conversion rate can be calculated in two ways:

* The first is by the taking the number of users who completed the  conversion and dividing it by the total number of impressions served.
* The second, more common way, is by taking the number of users who  completed the conversion and dividing it by the total number of users  who clicked on the ad.

**Conversion Tracking**: Monitoring how many conversions have occurred during any specific time period, and analyzing which ads led to the conversions.

**Cookie**: Information stored on a website visitor’s  browser. A cookie tracks the visitor’s movement on the website and is  used to remember the visitor’s behavior and preferences. These do not  transfer across browsers.

**Copy**: Text in an ad, or text written to be delivered audibly.

**Cost per Acquisition**: The cost of acquiring one  customer. Typically calculated by dividing the total amount spent on an  advertising campaign by the number of customers acquired through that  campaign.

**Cost per Click (CPC)**: How much an advertiser pays,  on average, for each ad click. CPC is calculated by dividing the total  amount spent on a campaign by the number of clicks generated.
 
**Cost per Lead (CPL)**: How much an  advertiser pays, on average, for each ad click that results in a lead  conversion. CPL is calculated by dividing the total amount spent on a  campaign by the number of leads generated.

**Cost per Thousand (CPM)**: Metric that shows how much  it costs to serve 1,000 ad impressions. Also used as a standard measure  for buying display ads, as inventory is generally sold on a CPM basis.

**Cross-Device Targeting**: Serving the same buyer targeted ads across multiple devices.

Cross-device targeting allows advertisers to reach their audiences in  a sequential, repetitive manner regardless of the device they’re on,  whether it’s a tablet, desktop or smartphone. This has a similar effect  to the old-school tactics of gaining reach and frequency through using a  range of channels such as radio + newspaper + billboards + direct mail.

**Direct Response**: A campaign or ad specifically created to encourage audiences to take immediate action.

**Display Advertising**: A digital advertising format  where graphic ads are shown on a web page. The term originated in  newspapers, and the principles still apply.

Display ads can be graphics, videos, interactive images (a quiz or a game), and expandable (Also see: Expandable Banner).

The most common sizes for display ads are:

Banner: 728 x 90
    Rectangle: 336 x 280
    Skyscraper: 160 x 600
    Square: 250 x 250

Email Advertising: Clickable banner ads and links that appear within emails and e-newsletters.

**Frequency**: The number of times an ad is served to the same consumer during a specific time period.

Since multiple users can often access the Internet from the same  device, frequency is calculated based on the number of times an ad is  delivered to a particular device’s browser.

**Frequency Capping**: Setting a limit on the amount of times an ad should be shown to a consumer within a specific time period.

**Funnel or Marketing Funnel**: A funnel is often used  to describe the act of nurturing a prospect through multiple stages of a  "sales" process, although it applies to many other processes.  Typically, you have 3 stages of the funnel:

The Awareness stage - where prospects are in the  early stages of learning about your school. They are usually not looking  to purchase or make a decision right away. They are researching.  Example search phrases are "What is Montessori education?" or "Famous  people who were Montessori educated"

The Evaluation Stage - where prospects are aware of  who you are and are evaluating your school vs other similar options.  Typically these people are not quite ready to make a decision or  purchase, but are headed down that path. Example search phrases are  "Montessori school reviews near me" or "Differences between Montessori  education and elementary school"

The Conversion Stage - where prospects are ready to  make a decision or purchase. They're usually just looking for the right  school. Example search terms are "Best Montessori school near me" or  "what to look for in a Montessori school".

These stages are also referred to many times as Top of Funnel (ToFu), Middle of Funnel (MoFu), and Bottom of Funnel (BoFu). The technique of navigating prospects through these different stages is called Full Funnel Marketing.

This is where a lot of funnels end, but in reality there are two more stages to look at which happen after a prospect has converted. These are:

The Loyalty Stage - where prospects fall in love  with your school and become loyal to you. This is usually the result of  efforts by the school to delight the parent and child and provide  wonderful experiences, usually with the level of service or by truly  investing in their child.

The Advocacy Stage - where your prospects are so  happy with your school that they actively promote it to their friends  and family. They will defend you against criticism and become your most  powerful and effective form of marketing. If you think of "word of  mouth", these are those people.

![us.simplerousercontent.netuploadspublic51798Marketing_Funnel.png](https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/lNiEGZNhkB/us.simplerousercontent.netuploadspublic51798Marketing_Funnel.png)

**Geographic Targeting**: Selecting an audience for a campaign based on zip codes, designated marketing area (DMA), cities, states and countries.

**Impression: See**: Ad Impression

**In-Stream Video Ads**: Video ads played before, during or after the video content the publisher is delivering to the consumer.

**Keyword**: A specific word or phrase chosen by  advertisers to trigger and include their ad within search engine  results. The advertiser doing contextual advertising also chooses  keywords, so that their ad will show up within pages that are returned  for that keyword.

In search advertising, the position of the ad within the results is  determined by bidding. The highest bidder on a keyword usually gets the  top position.

**Landing Page**: The web page users are directed to after they click on a display or paid search ad.

Lead: A potential customer. In digital advertising a  lead is someone who has given you their contact information, often by  signing up for a newsletter or filling out a form to download an eBook  or other gated content.

**Lead Magnet**: A lead magnet refers to something of  value that you offer to your website visitors in exchange for their  contact information. Typically, a lead magnet is very specific and is  meant to qualify the kind of person who would opt-in. For example, a  Montessori school shouldn't offer a webinar on "How to landscape your  school" if they're trying to engage potential parents. A good lead  magnet here would be a PDF called "5 ways you can use Montessori  Education at Home". If someone opts-in (that is, gives their information  so they can get this offer), it's pretty safe to assume that this  person is highly interested in Montessori Education and should be  considered a high quality lead.

**Lookalike Audience**: A Lookalike Audience targets  people who are similar to your existing customers which helps improve  your conversion rates. You can use Lookalike Audiences when you’re  running online display, Facebook, mobile display or just about any other  kind of digital marketing campaign.

**Mobile Search**: Any Internet search conducted via a mobile device.

**Native Advertising**: Any paid advertising that is indistinguishable in form from the channel being used to present it.

Examples of native advertising include sponsored content on news websites and Facebook timeline ads.

**Overlay**: Advertising that floats over webpage  content, graphics or videos. Overlays cannot be blocked by ad-blocking  software. One kind of overlay is called a �lightbox.� These ads begin as  a standard, scalable ad unit. If a user engages by hovering over the ad  for some set amount of time (often two seconds), the ad expands (to as  much as near full-page), while the page behind it dims, increasing  emphasis on the ad. Advertisers pay for the number of times the ad is  expanded.

**Paid Search**: The placement of ads within search engine results.
 
**Pay per Click (PPC)**: An acronym for Pay-Per-Click  advertising. This refers to a type of online advertising where you place  your ads in front of a specific audience where you only get charged if  someone clicks on your ad. You literally pay per click. The amount you  pay depends on the competition for the specific keyword you are  advertising for. Examples are: Google AdWords, certain Facebook Ads,  Bing Ads

**Pop-up**: Opens in a new browser window that loads on  top of the current webpage. Pop-ups are operated by script (e.g.,  Javascript); thus, can be blocked � and commonly are � by a wide variety  of available software.

**Reach**: The total number of people who see your  message. One person who is served your ad five times and clicks on it  once yields a reach of 1, 5 impressions, and a click-through rate of  20%.

**Retargeting/Remarketing**: Serving ads to people who have previously visited your website.

**Rich Media**: Interactive media such as quizzes,  games, and ads with video and special effects. This category is growing  quickly. Check out the IAB�s �Rising Stars� examples of new types of ad  units such as the Pushdown and the Sidekick.

**Search Advertising**: Another term for �Paid Search. �

**SEM**: An acronym for Search Engine Marketing. This  refers to strategically advertising on search engines (i.e. Google  AdWords) for certain key phrases. If you see an ad at the very top of  Google search results, that is Search Engine Marketing in action.

**SEO**: An acronym for Search Engine Optimization. This  refers to the strategy behind optimizing your website for search  engines to understand your website and rank you highly for your desired  search phrases. There are two kinds of SEO you might come across: Black  Hat and White Hat.

Black Hat SEO is considered unethical and will get  you into big trouble with search engines if you're caught doing it. This  includes purchasing links to your website, inflating your website  traffic with bots, repeating your keywords too many times on a page  (keyword stuffing) in an attempt to manipulate the search, and others.

White Hat SEO is SEO done correctly, which means  that you follow the guidelines provided by Google, Yahoo, Bing, etc, and  focus on creating the best possible visitor experience. Truth be told,  as long as you focus on the user experience and produce high quality and  engaging content, you will never have to worry about SEO.

**Social Advertising**: Running paid ads on online social networking platforms, such as Facebook, LinkedIn, and Twitter.

**View Through**: Used to measure a consumer’s behavior  after they’ve been served an ad. If the �view through� window is set to  90 days, the consumer’s relevant actions within that time period can be  attributed to the ad.

So, if a customer purchases a pair of headphones within 90 days of  being served an ad for those headphones, the ad will be get partial or  full attribution for that purchase.

Question 8

How to Add Solutions 8 to your Google My Business account

Accepted Answer

Learn how to provide Solutions 8 with access to your Google My Business (GMB) account. 1. Sign in here: [https://www.google.com/business/](https://www.google.com/business/) 2. Choose the account you would like us to have access to 3. Choose "Users" on the left hand side 4. Select the "Invite new users" icon 5. Enter the email address you have been provided by your customer manager 6. Choose the role: "Manager" 7. Select "Invite"

Question 9

Scheduling - Creating and using Calendars

Accepted Answer

Question 10

Getting Started - Dashboard Overview

Accepted Answer

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