Frequently Asked Questions

Get all your questions answered.

BILLING

What if I want to Cancel, Change My Billing Info or Change My Plan?

You may cancel any service at any time and for any reason after completion of the Initial Term by emailing your Personal Upanon Supervisor (a “Cancellation Request”) and with a 2-day cancellation notice.

The easiest way to find out if you are on the optimal PPC management plan is by contacting your Personal Supervisor. He/she will help you with every step of the way with counseling on how to proceed going forward.

I Want to Change My Billing Info

The easiest way to change your billing information is by contacting your Personal Supervisor. He/she will send you a link containing the steps for changing your billing information.

Do you have any hidden fees?

No, all fees are listed on our website and you can always see our pricing on our homepage.

Why do you not have any setup fees?

We keep things simple at Upanon. You will not pay any additional setup fees.

What billing system do you use?

We use the online payment processing service Stripe.com to handle all our billing needs in the United States. Stripe is one of the most renowned online payment processing services and handles billions of dollars in annual payments for some of the biggest, and smallest corporations around the world.

Monthly Billing

We charge all clients on a monthly basis through an automatic process, unless specified otherwise. The billing system automatically charges our clients on the same date every month until canceled. In cases of holidays, weekends or other banking closing days, the payment date can be skewed a couple of days either before or after the regular payment date.

3-Day Notice Before Charge

We will always send you an invoice via e-mail that also specifies the exact date of your upcoming payment. Please contact your Account Executive if you are not receiving these e-mails. Notice that not knowing of a monthly charge is not a valid claim, even if you have not received a notification e-mail.

CALL TRACKING

What if I Don’t Want Call Tracking?

If you do not wish to use Call Tracking, then you are free to say no. It is up to you as the client to determine what your goals with a PPC campaign are and we will do our best to achieve those goals.

We can still optimize a campaign based on other metrics. It is strongly suggested that call tracking be installed as it is an effective way to measure the success of the campaign.

What are the Benefits of Using Call Tracking?

Call Tracking helps you identify which segment of your campaign is driving the most calls to your business.

Therefore it is crucial for your business to track your phone calls in order to know which keywords, ads and ad campaigns convert into phone calls the most.

Key Benefits:

  • Identify what keywords are converting the most
  • Get detailed call tracking reporting
  • Listen to phone call recordings
  • See how often your phone is answered
  • Calls regularly convert better than contact forms – call tracking enables you to optimize for more calls instead of more contact form completions

Who Needs Call Tracking?

We realized that we can not do our best work without Call Tracking. We have integrated call tracking in all our SEO, SEM, and PPC plans and today we couldn’t imagine working without it, as it has allowed us to maintain long standing client relationships.

In short, any business could benefit from using Call Tracking.

But if we should narrow it down to the essentials, then call tracking becomes crucial for businesses whose advertising goal is to generate phone calls.

If you focus on generating phone calls through your Search Engine Marketing campaigns, then it’s crucial for your optimization strategy that you know which parts of your PPC campaign actually drive calls and not just traffic.

Why Is Call Tracking Free with Upanon?

The short answer, to make life easier and less of a hassle for you!

The longer answer is that Call Tracking is not completely free. We include up to 400 minutes in our PPC plans, but if you go over this amount then we can either agree on a higher charge for call tracking or we can disable call tracking for the rest of the month.

A Call Tracking plan is included on all our management plans, which includes setup, maintenance and reporting.

We use Ifbyphone.com, which is one of the world’s largest players in the call tracking industry and we have the outmost respect for their reputation.

How Does Call Tracking Work Exactly?

Call Tracking can work in several different ways. The Call Tracking platform that we use works by inserting a small piece of JavaScript code onto your website.

This code strongly resembles the code generated by Google Analytics.

In the backend we set up the code so it only runs when a user comes from Google AdWords and that it only changes the phone numbers that have been agreed upon.

For instance if a user comes to Upanon.com after clicking an AdWords ad, then the number would be changed to a generic number that is associated with your account.

Once the user calls this number he/she would be forwarded, with no delay, to our regular telephone line and number.

 

After a week or two the Account Executive will be able to analyze the data and find out which ads drove the most calls and gain insight into campaign performance.

To sum up:

  1. We set up the code in the backend to change your phone number
  2. We tag all your ads in Google AdWords
  3. We place a small snippet of JavaScript on your website
  4. The phone number is automatically changed on your website, but only when a user is registered from the AdWords tag
  5. The call is logged and can now be analyzed to better optimize the AdWords campaign

EXPECTATIONS

What is the Estimated Time Frame to Expect Results?

You can expect to see results within the first month, but the best results can take up to three months before they appear.

During the first month, clients can expect to see positive results, however it will take up to three months to reach optimal results, at which point customers generally see a greater spike in calls, conversions, and/or clicks.

Please note that our SEM Strategist create campaigns from the ground up, this includes business and industry research, keyword call/conversion tracking installation and Google Analytics activation.

This time frame may vary from client to client, and is influenced by their given industry. For example some industries are highly competitive, bumping up cost per click bids for all players. This is something that we take into consideration during the campaign creation and optimization process.

What Results Can I Expect in the First Month?

The results that you can expect from the first month of SEO, SEM, and PPCAdWords/Bing Ads management are highly individualized.

There are many factors that need to be weighed in, but the most important is how good your old campaign was.

Even though it might sound contradicting, the better the old campaign is, the faster the results will be.

For example, if you had an active AdWords campaign that generated 10 calls per week, then we know that our optimization strategies will be able to squeeze more calls out of the same setup.

For this example, if you never have had success with AdWords then it might take a bit longer than a month to reach profitability. When we don’t have anything to base our campaign on, then we need to test out different ad messages, and keywords among other metrics.

The First Week with a New AdWords or Bing Ads Campaign

The first week of your new AdWords or Bing Ads campaign will in most cases be the hardest for you to watch. When we first start your new campaign, Google and Bing will look at it and say, “I don’t know you. I will keep you on leash a bit until I get to know you a bit better”.

Google will in most cases see that your new campaign is well structured, gets good CTRs and your landing page converts well after 3-7 days. At this point, we will begin to optimize and you will start to see the real success from our work. This process resembles a lot to the story about the lumberjack who didn’t care about sharpening his axe because he was too busy chopping wood.

Can I Get My Money Back If I’m Not Satisfied?

Absolutely! That was an itch that the CEO and founder, Matteo Favaro, couldn’t seem to scratch. There is no agency in the world that openly offers a refund like Upanon does. The reason we do this is to decouple risk from digital marketing. You have nothing to lose with us.

If at any point, you are not happy with the service and results, we will give you a full refund.

How Do I Know That You’re Better Than the Last Digital Agency I Worked With?

We are the only agency that offers a full refund if you are not satisfied or do not see positive, meaningful results. The reason we have a qualification process is so you know that if you are accepted, it means we are extremely confident in the success of achieving your goal(s). We will not take on any business that asks.

Good luck finding another digital agency in the world that offers zero risk and provides this much certainty like we do. Upanon was born from this simple idea.

To be frank, it is always hard to say exactly why we would be better than another digital agency without knowing their agenda and strategy.

Further we cannot give you a guarantee that we will exceed other digital agencies, as that in itself would be dishonest.

However, we can promise that you will know if we do not think that your campaign will be highly successful in a rejection email after completing the qualification form.

We are focused on the long-term relationship with each client and we believe that all relationships start with honesty.

Do You Guarantee Performance?

It’s impossible to give guarantees in an industry on SEO, SEM, or PPC.

You can make an educated guess based on our extremely consistent track record of success that you will see similar results to the other local businesses we service.

 

Furthermore, there are factors that we cannot control. For instance, if your page becomes a lot slower it penalizes your quality score, then our guarantee is worth nothing.

How Much Can You Lower My CPC?

This is a very individual question and would need an extensive analysis of your current AdWords or Bing Ads campaign, website and competitors.

We normally do not work solely with the intent to lower CPC, but we recognize that sometimes it’s the final goal.

You should be careful with focusing solely on how you can lower your CPC if you have a campaign that is converting well (bring in profits). Sometimes it is better to optimize your campaign’s conversion rate instead of solely focusing on lowering CPC.

Optimize for Profits – Not Solely Low CPCs

Truth be told it is not that hard to lower AdWords or Bing Ads CPCs. You simply identify the keywords with the lowest competition and make sure you get the  most traffic from these keywords.

Sounds simple, right? Then why aren’t more advertisers doing this?

The answer is money. Advertisers do not use most of the keywords that have a very low competition/CPC because the keywords aren’t profitable.

Sure, they have a low cost per click, but in the end you waste the money because these keywords don’t drive any profits.

This is why the most successful AdWords and Bing advertisers optimize their campaigns with the goal to increase the conversion rate, or profits, instead of solely focusing on the cost per click.

What’s the Difference Between Using Upanon and I’m Doing It Myself?

We will assume you are a regular business owner, marketing manager or someone else without a dedicated weekly optimization habit.

Experience Is Key

We have experience in all mainstream industries and more niche industries that we can count. One of the greatest advantages as an agency is that we aren’t just analyzing one account. We are often examining hundreds a year and have access to several hundreds at all times.

Essentially, we have the experience and optimization strategies to reach profitability a lot faster than the normal business owner.

We Are On Top Of Industry Innovations And News

As a passionate digital marketing company, we are always interested in the latest news and innovations in our industry.

We read about the most important aspects in the digital marketing industry, including the best practices, key steps for campaign optimization among many others.

SERVICE

Who Do I Contact if I Have a Question?

If you’re a current client, then we suggest that you contact your Strategist through phone or email. He can answer any question that you might have.

If you’re not a client yet, then feel free to schedule a callback or a strategy session with the appropriate department.

Click here to request a call

Click here to contact us about anything

What can I Expect from the Upanon Staff?

Amazing customer service and communication.

We believe that a company makes it or breaks it by the service they provide.

Besides being experts in their field, you can above all expect a clear line of communication at all times.

QUALIFICATION PROCESS

Why Is There A Qualification Process?

Essentially, the reason we have a qualification process is that we want to create a place where your marketing goal(s) can be achieved with very little uncertainty and no risk. A qualification process allows us to select and only work with local businesses where we can almost guarantee their success.

To make online marketing stress-free (and risk-free) for you, we will also give you a full refund if we for some reason do not achieve your marketing goal(s). It is highly unlikely that this will occur but we feel it’s important to mention. Your satisfaction is absolutely key to us.

If we accept you, it means we are extremely confident that we can help your business grow and odds are that you will not want a refund. If we deny you, it’s because we are not 100% certain we can deliver.

How Does The Qualification Timeline Work?

We do not continually take on new businesses. Every 1-3 months we will take on a batch of new businesses. You along with other businesses who have applied will be thoroughly reviewed and put on a list that is waiting for a response. We will determine whether we can confidently achieve your marketing goal(s).

From here, on a random day every 1-3 months (usually, we send out responses in the first week of the month), we will send an email to everybody who applied. You will either receive an acceptance email, rejection email, or waitlist. So yes, you may hear back from us in three months, or in 2 days depending on when you applied.

We are big believers in quality over quantity. We’d much rather take on a smaller batch of clients, make sure they are all on a path towards success, then only after that will we feel comfortable helping out more businesses.

What is the Acceptance Rate?

It varies from batch to batch. But again, we only work with businesses whom we are extremely confident we can help achieve their marketing goal(s). Generally, we accept anywhere from 25%-40% of people who apply. We wish we could give you a smaller range. Sometimes, we accept 60% of the applicants in a batch and other times we only accept 5%.

How Long Should I Expect Until I Hear Back?

Honestly, it depends on when you complete the Qualification Form.

We do not continually take on new businesses. Every 1-3 months we will take on a batch of new businesses.

On a random day every 1-3 months (usually, we send out responses in the first week of the month), we will send an email to everybody who applied. You will either receive an acceptance letter or rejection letter. So yes, you may hear back from us in three months, or in 2 days depending on when you applied.

What Happens After I've Submitted My Application?

You should receive a confirmation email notifying you that all of your information has been submitted. If you have not received an automatic email from us upon completion of the qualification form, check your spam folder. If nothing is there it means we have NOT received your application and you should fill it out again.

Other than that, you wait for a response!

You may receive an informational email from us just letting you know roughly when we’ll be sending out responses to everyone.

What Happens If I am Rejected? Can I Apply Again?

If you are rejected, you will know exactly why as we will let you know in the rejection email why we don’t think we can very confidently achieve your marketing goal(s).Most business who we, unfortunately, have to reject do want to still be a part of our agency!

Most business who we, unfortunately, have to reject do want to still be a part of our agency! We allow anybody to re-apply as many times as they want as long as the qualification form does not contain the same information you entered that got you rejected. We guarantee the response will be the same if you enter in the same information.

To make your life a little better, we will most likely also give you some recommendations for your business so the next time you apply, there will be a higher chance that we will take your business.

NOTE: Entering false information will put you on our blacklist which will forbid you from joining indefinitely.

Is There Anything I Can Do To Increase My Chances of Being Accepted?

The biggest determinant of your acceptance by far is what exactly you are trying to achieve with the marketing channel(s) you have chosen. If we feel very confident that we can successfully help your business achieve that goal, there’s a good chance you will be accepted!

Some other smaller factors we look at is your business’s current online situation, the amount you are willing to invest on a monthly basis, and how long you are wanting to stay with us (assuming things are going well). These factors only make 5%-10% of the actual full decision though.

In short, we look at your business as a whole and determine how confident we are in successfully achieving your goal(s). If we feel super confident, welcome aboard! If not, we will let you know why so you can make changes and apply again.

What is the "Wait list Email"?

Our agency is always expanding and sometimes we don’t have the resources to take on new clients. If we do not have enough team members to take your business on and we still think you would be a very good fit for Upanon, then you would receive a “Wait List Email”.

This email means that you have been accepted but unfortunately you will have to wait until our team expands. We will let you know roughly how long you may have to wait until we get started. Usually, this wait can be anywhere from a couple weeks to two months.

REPORTING

What is Google Analytics?

Google Analytics is one of the best web analytics services of our time. It’s free to use for almost all but the biggest websites in the world.

We highly recommend using Google Analytics as a web analytics tool on your website. It is precise and easy to use.

How Can I Measure My ROI?

We focus on setting up all online possibilities to track every single client’s ROI on their marketing efforts.

ROI is determined differently depending on the type of business.

This will be for good all your traffic sources and of course for your campaigns, as well.

Local Business SEO, PPC, SEM ROI Tracking

Truth be told, it is almost impossible to track your precise ROI without very advanced tools. However, there are ways for you to get a good idea of how to track your ROI as a local business.

1) Contact Form

If you know how many of your contact form completions actually turn into orders, then we can calculate an average value per contact form completion.

If you close every 4th contact form completion for an amount of $100, you will achieve revenue of $25 per contact form completion on average.

It’s not an exact science, but it is very useful nonetheless.

2) Call Tracking

The same can be achieved through Call Tracking to track your phone calls. Again, you calculate the average closing rate, which on phone calls might be every other phone call for $150.

Now you know that every phone call you receive from AdWords roughly turns into a $75 revenue.

From here it’s simple to calculate a rough estimate for your ROI based on the AdWords costs and the average profit per order.

What Kind of Reporting will I receive on a Monthly Basis?

Monthly SEM Report

Once a month you will receive an official Search Engine Marketing report. It contains:

  • A  breakup of campaign performance at the campaign, ad group, ad copy and keyword level
  • Optimization highlights & takeaways
  • A “Moving Forward” section

Other reports are also very similar to this except for the obvious differences between the platforms.

Automated Call Tracking Report

If your account is on Call Tracking, then you will receive a report with details of the calls you’ve received in the last month as a result of your campaigns. The report details the number of calls, and dates and hours during which the calls were generated.

Do I Need to Have Google Analytics?

We strongly suggest installing Google Analytics on your website. This will help you gain insight into your website activity and will help us understand the user behavior on your site and apply it to our AdWords efforts.

Google Analytics should be used definitely in tandem with Google AdWords. The two systems are closely integrated, which will give us sufficient data to analyze, gain insight and optimize too.

Are Call Tracking, Conversion Tracking and Google Analytics Charged?

We do not charge for setup, installation or maintenance of the Google AdWords conversion tracking script.

Call Tracking is free on all PPC, SEO, and SEM and contains a variety of phone numbers each with different amounts of available minutes, selected based on the needs of the client.  All minutes used beyond the free amount will never be charged to your account without your approval.

However, Google Analytics installation and optimization is charged. We charge $99 for installing Google Analytics on most websites when you order a new website from us. Google Analytics setup is included for free when you have a marketing platform managed.

BUDGET

Is My Monthly Advertising Budget Paid Directly to Upanon?

No. Your advertising budget and the Upanon management fee are paid separately.

Your advertising budget is paid either to Microsoft adCenter, Google AdWords, or Facebook (depending on what service you want to be managed), and the Upanon management fee is paid directly to Upanon through Stripe.com.

What are Your Budget Requirements?

The budget requirements is about $500

More specifically, lower volume on the Microsoft adCenter platform gives us a better chance of competing with a lower budget, while AdWords Search is very competitive and in need of a higher minimum budget.

How Do You Determine Our PPC Budget Requirements?

Your budget requirement is determined by your estimated Cost Per Click and click volume estimates as well as the competitiveness of the industry.

Let’s start with the Cost Per Click factor.

We have a rule about the lower threshold when it comes to the amount of daily clicks a campaign should capture. We believe you should get at least 10 clicks daily in order for your website to receive sufficient traffic from your AdWords effort.

We’d prefer to capture a lot more traffic, but if we needed to establish a baseline then it’s 10 clicks for local service campaigns.

If the average Cost Per Click in your industry is $4, then we need at least a $40 budget to be able to reach this level. This doesn’t mean that we’re OK with a $3 budget if the CPC is 30 cents. We still have a minimum daily budget of $30 for AdWords campaigns.

The Industry and Service/Product Have Different Conversion Data

Each industry has its own conversion standard and minimum budget required to be competitive in a certain industry might be higher than in another.

For instance, the Cost Per Click in the insurance industry is a lot higher than the cosmetics industry. There are more advertisers promoting insurance, thus competition is greater for related keywords.

Do I Need to Have Google Analytics?

We strongly suggest installing Google Analytics on your website. This will help you gain insight into your website activity and will help us understand the user behavior on your site and apply it to our AdWords efforts.

Google Analytics should be used definitely in tandem with Google AdWords. The two systems are closely integrated, which will give us sufficient data to analyze, gain insight and optimize too.

Are Call Tracking, Conversion Tracking and Google Analytics Charged?

We do not charge for setup, installation or maintenance of the Google AdWords conversion tracking script.

Call Tracking is free on all PPC, SEO, and SEM and contains a variety of phone numbers each with different amounts of available minutes, selected based on the needs of the client.  All minutes used beyond the free amount will never be charged to your account without your approval.

However, Google Analytics installation and optimization is charged. We charge $99 for installing Google Analytics on most websites when you order a new website from us. Google Analytics setup is included for free when you have a marketing platform managed.

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