Do You Need a Remarketing Campaign or Is Performance Max Enough?

Regine: 00:00:11

Hi everybody, Regina here with Starter PPC.

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Today, we're going to talk about the

longstanding debate of whether to have

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a dedicated remarketing campaign or

whether to just let PMAX handle it.

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so here at Starter PPC, since we're often

working with very limited budgets, right?

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We only work with clients

that have 5, 000 or less.

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So we're working with small

businesses oftentimes we are not

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launching with a full PMAX campaign.

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if this is usually e commerce, right?

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We don't run PMAX usually with lead gen.

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So for launching an account.

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unless they're commerce and unless they

have a long history with a PMAX campaign

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that's already existing and already

proving to perform, we'll usually just

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start with a PMAX shopping only, feed

only, whatever you want to call it.

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And what this means is that we try to

get PMAX to work like a smart shopping

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campaign, so it really only has the

product feed, it really only has the

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product image, the product title and it

can't do much more than just shopping ads.

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Or display remarketing.

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Using the shopping ads, right?

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So it can follow people around the

internet, which with the pictures of the

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product and the product titles, but it

doesn't really have any other assets.

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Everyone's in a blue moon.

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Google will just make up their own assets.

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That's a whole nother thing, but we try

to just restrict it in the beginning.

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And then we'll switch

to full P max later on.

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Once there's a lot, a large body of

data, because full P max doesn't seem

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to work very well for small businesses.

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usually when clients come to us we ask

them please give us some videos, right?

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Because videos are gold.

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You've heard me say this a million

times in my other videos in my

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videos, talking about videos are gold.

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So we try to get videos from clients.

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More often than not, clients

have at least a video that we

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can use as an ad, at least one.

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We would like 20, but we get one usually

or a handful and we will set up a

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dedicated YouTube remarketing campaign.

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This is also the case if we get

good lifestyle images, right?

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If our clients have some images with

human beings with faces and smiles,

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holding the product up to the camera.

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If you're lead gen, obviously there's no

products to hold up, but if you're lead

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gen, oftentimes you're selling yourself.

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Your services that you offer.

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And so you need to build trust.

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Videos, lifestyle images are

even more important for these

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types of businesses, right?

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So what we'll do is we will set up

a dedicated remarketing campaign,

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one for video, one for display.

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Let me show you what that looks like.

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Here, for example, is YouTube

remarketing, YT remarketing.

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So this is dedicated.

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oftentimes what we'll do in the beginning.

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And you can see here, it doesn't

use that much money, you guys.

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It's totally worth setting up.

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It just needs 2 a day.

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And here you can see the average

impression frequency per user.

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So every user is seeing at

least one of the videos in this

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campaign six times every 30 days.

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you can do this very cheaply

because cost per view, which I

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don't even have pulled up is usually

very low on videos on images.

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It's cheap to show these things to people.

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And also the audience

size is very small, right?

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It's not like a body of a million

people that are in the market

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because it's not outbound.

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It's not like you can just

tap into a body of market.

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These are like earned users who

have been to your site in the past.

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What is it?

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Six.

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I'm losing track.

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It's either six months or a year that

you can make your remarketing list and

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you always want to make your remarketing

list as big as you possibly can.

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Because why not?

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These are warm users.

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It's very cheap to show them videos

and images of your product and you

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can always just remove them from

this campaign when they convert.

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So you can add two audiences,

one that's targeting.

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Those are the website users and

one that's excluding, right?

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And those are the website converters.

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very cheap to run this.

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If we're running a full PMAX

campaign, meaning performance max

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campaign that has all the assets.

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So the product feed, but also ad copy,

also lifestyle images, also video,

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that campaign, it's probably going to

spend as much money as it possibly can.

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On remarketing, because that's

just what PMAX does, right?

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It brings in the ROAS.

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So it's going to go after

the warm traffic and the warm

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traffic is the website visitors.

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So you have to keep that in mind.

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if you want to lean into remarketing,

then I would suggest set up full

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PMAX and give it your lifestyle

images and your video assets.

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And then you have a tough decision to

make, I'm talking six months in when you

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have a large body of data and there's a

well established campaign where Google

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has lots of patterns to identify who

converts and how and when and where.

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Now you have a decision to make.

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Are you going to keep running your

dedicated remarketing campaigns or are

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you just going to let PMAX handle it?

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There's no right or wrong

answer here, you guys.

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It's just two dollars a day, so I

often lean towards just leaving it on.

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My thought process there is I

like the full control, right?

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I want to see that everyone's seeing

the videos six times a month, and I

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don't trust PMAX to do that correctly.

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PMAX claims that it goes after

cold audiences, although that

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hasn't been our experience.

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So if it's doing what it says

it's going to do, it could be just

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showing the images to people one, the

videos to people one time a month.

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That wouldn't be okay with me, right?

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So I like the full control.

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I also believe in the power of

remarketing, even though you often don't

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see a high return on these campaigns.

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I believe that they act like

billboards, and even though it's very

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hard to track how effective it is

you can play around with it, right?

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Turn it off.

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See if your overall marketing efficiency

ratio goes down for your business.

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Put it back on, see if it goes up.

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that's hard to tell, but if your videos

are good and you have the 2 a day.

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I do like to leave it running, even

though we might have a full PMAX

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campaign that also has those same

assets, but it's also trying to

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compete with our video remarketing

campaign or display remarketing.

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Some people don't share

this philosophy with me.

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And I think that's because when you start

to work with bigger clients, oftentimes

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what happens is especially e commerce

clients that do B2C product based stuff

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they'll be running, Facebook ads.

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And Facebook is really good at

getting cheap clicks and sending

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a bunch of people to your site.

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So you have a large body of

website visitors and the amount

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of traffic there goes up.

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my fear in this case would be

that PMAX is going to spend all

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its money on remarketing or too

much of its money on remarketing.

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So I will purposefully put a dedicated

remarketing and display remarketing

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campaign here with just a few dollars

in the hopes that it competes with

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PMAX and gobbles up some of that

remarketing traffic, thereby freeing.

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The PMAX campaign up to do what it

does best, which is cold prospecting,

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which it won't do much of, but you're

always trying to get it to do more of.

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So in that case, I do

like to have it running.

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However, some people just

want to see the ROAS, right?

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Some people just want to see it.

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And PMAX is really good at

getting that ROAS you guys.

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So when you're in a bigger space, let's

say you're spending 50, 000 a month.

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That would be a case where you

might just be like, ah, Screw

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this YouTube remarketing campaign.

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Let's just simplify things.

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Let's turn it off.

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Let's lean into PMAX.

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PMAX is a huge, large body of data,

and PMAX does a better job when

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you're working with bigger budgets.

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On average, not always.

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This is not a hard rule of thumb.

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But in that case, you might just want

to lean into PMAX and not worry about

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the dedicated remarketing campaigns.

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These are all my thoughts.

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Oh, another thing to consider is how

important remarketing is to you, right?

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How much money do you want

to dedicate to remarketing?

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For this, I try to think about

how long the sales cycle is.

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Okay.

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This is one good way to figure

out how long your sales cycle is.

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If you pull up the conversions column,

not conversions by time, but just

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conversions, and you go down to the

account row, you can hover over the

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number here and there's a pop up that

shows up and it says, It takes up to

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three days after an impression for most

of your conversion data to be reported.

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So now you know, okay, my, sales cycle

in Google ads on average is three days.

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If I move over to this account, for

example, there's a notice is five days.

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And that makes sense.

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They're both B2C e commerce

product based businesses.

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But the average order value in this

account is probably three times as

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much as the other account because

they're selling like very fancy very

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soft throws, like for your bed or

your couch blankets that cost, over a

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hundred dollars, that type of thing.

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Yeah, so five days here for some lead

gen businesses, like I was saying.

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Lead gen Marie marketing can be even more

important you guys because oftentimes

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you're selling services, right?

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So people have lots of questions about

what you offer they have to See you

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multiple times to build that trust and

decide I want to work with that person

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They are answering all my questions So

video remarketing so important in lead

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gen service based businesses For those

types of businesses the sales cycle tends

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to be weeks if not months how long

does it take for an intern to research

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which B2B service to, hire, make a list

for the boss, bring it to the boss.

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The boss brings it to the boss's boss.

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They decide on one, get

the credit card, come back.

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You know what I mean?

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That can take weeks.

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for these types of businesses

that have a longer sales

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cycle, you might decide, okay.

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Remarketing for us in particular

is very important because

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we have to educate people.

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We have to build their trust.

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So we're going to really lean into that.

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And we don't mind if people

see our videos eight, nine,

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10 times on average per month.

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And we have it in the PMAX campaign.

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Again, we don't really

do PMAX with lead gen.

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So this is just e commerce.

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We would have it in both places.

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So if you really believe in the power

of remarketing for your business,

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despite the fact that tracking doesn't

work well for those businesses, and

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you might never know how effective it

is unless you just turn it off and on

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and experiment with it a little bit.

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Then that's the way to go.

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Also how many videos you have this eight

times a month is not for one video.

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It's for all the videos in this campaign.

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So if you have two videos versus

if you have 20 videos, you can

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afford more or less views, right?

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Because people are going to

get exhausted by two videos.

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You might only want four

views on average per month.

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But if you have 20 really good videos,

you could scoot that way up there, right?

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20 times a month.

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I don't know.

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How many times could you be cycled through

those videos and not get sick of it?

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Just make sure if you're running

remarketing campaigns, there's this neat

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little trick where you can cap the views.

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So you go into the settings

and if it ever loads,

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then you click on additional settings.

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And you can see here

frequency capping, right?

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So this is going to let you

restrict how much money is spent

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in that campaign, which is nice.

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Cause you can very easily overspend

in a remarketing campaign.

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And then you check the frequency and

it's like a hundred times a month.

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And you're like, Oh, I could

have used that money elsewhere.

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I could have used it on cold prospecting

instead of just annoyed my warm audience.

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All right those are my

thoughts on remarketing.

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you liked this video, don't

forget to hit and subscribe.

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Thanks.