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Before Building a Google Ads Performance Max Campaign: Prerequisites | Livestream Replay
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00:00 Weekly Live Q&A to scale your business with Google Ads Performance Max
01:29 Would you start running Performance Max directly on new accounts?
04:00 Prerequisites for launching effective Performance Max campaigns
11:27 PMax ad spend for campaigns replacing Smart Shopping
13:07 Long sales page vs Shopify product page
16:03 Can you pull your Performance Max listing groups metrics?
17:15 Advantages and disadvantages of having one product per asset group
20:22 Does Performance Max take from Smart Shopping?
23:11 Factors to consider when running PMax for lead generation
26:03 Should you switch your successful Smart Shopping campaigns to PMax manually?
30:56 What to do if Performance Max is crushing on YouTube but failing on Search
31:34 Should you have a brand campaign?
34:52 Why your DSA campaign with PMax isn't getting impressions
35:38 Google Analytics vs GA4
38:00 Adding secondary conversion events for clicking/viewing various page elements
41:21 Recommended product segmenting in PMax for an eCom fashion brand
44:16 When to cut back spend for an underperforming PMax campaign
45:23 When to turn on Final URL expansion in Performance Max
47:22 Why ClickCease doesn't work against bot traffic in PMax for lead generation
48:55 How to introduce sales assets (events) in Performance Max
50:50 Workarounds on PMax subdividing products to 1000
52:33 Will running a DSA campaign with tCPA help Performance Max?
54:15 the best way to use the top performing audience segments insights
55:42 Running a remarketing campaign in addition to PMax even if you're targeting new customers
57:27 Does adding a promotion extension reset the learning phase and do they work in PMax?
59:05 The best performing audience signals
🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8
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Transcript
Oh, Casa Muslim.
Speaker:I don't like not officing together because we don't get to see each other anymore.
Speaker:I know.
Speaker:I just got to move into your house.
Speaker:Yeah.
Speaker:Which actually has happened in the past.
Speaker:Yeah.
Speaker:That's true.
Speaker:Origin story.
Speaker:We'll make a movie about that one day.
Speaker:Yeah, one day.
Speaker:I'm going to give a real quick shout out to our new members.
Speaker:We have a strike to mispronounce your name.
Speaker:Sean Maisel.
Speaker:Go K Pella van home on young Andrew Jackson.
Speaker:Uh, Jason, James, uh, and that's it appreciate all our new members.
Speaker:Uh, oh, and Peter Sinero Sato and Sean GG.
Speaker:Cool.
Speaker:Now give us your questions.
Speaker:Come on, come on.
Speaker:Odd days.
Speaker:Dave,
Speaker:uh, somebody on Facebook, if you're on Facebook, we can't see who
Speaker:you are because Facebook sucks.
Speaker:Facebook user says my dudes.
Speaker:Yeah.
Speaker:He's come to you to YouTube where we will love you sounded weird.
Speaker:I was going to say all right.
Speaker:I don't know when you're all expecting.
Speaker:It's your tubes policy?
Speaker:Um, Ryan says happy Friday, gentlemen, how classy Brian?
Speaker:Uh, all right, Peter kicking us off, right?
Speaker:Good job, Peter.
Speaker:What'd you start using performance max on a new account, or start with the shopping
Speaker:campaigns and then later switch to Pemex.
Speaker:The account sells asleep vitamin with seventy-five dollars.
Speaker:AOB.
Speaker:You can absolutely launch P max, but if it's a brand new account, here's
Speaker:what I would say is a, is a good idea.
Speaker:Launch a search, a a standard shopping, a PMs.
Speaker:A competitor, a YouTube remarketing and a brand campaign on a smaller budget.
Speaker:First performance max, normally small budget, a hundred dollars, $250 a day.
Speaker:If you can afford that, that much, um, here's, there's two methods.
Speaker:You need our launch PMX and see some really good instantaneous success, or
Speaker:it could take, you know, six weeks to see, to start to really rock and roll.
Speaker:It's not necessarily what Google, um, campaign is going to start
Speaker:off the best it's really about is your product desirable.
Speaker:And is there a lot of traffic that's looking forward and are you priced
Speaker:competitively enough for it to convert?
Speaker:Um, so think about the human element of this.
Speaker:What I mean by that is, think about how a person is going to buy this.
Speaker:If it's a well-established.
Speaker:Like we sell rakes, you know, that's well established people know
Speaker:what a rake is and run the needs.
Speaker:A rank is going to buy a rake if you have a good price and a quality product,
Speaker:whether you're on PMX or even now.
Speaker:But if you want it to say, I'm not sure if this is well-known,
Speaker:I'm not sure people are buying it.
Speaker:I'm not sure if there's a lot of inbound search traffic or if this
Speaker:needs to be more of an established industry, um, or it needs to be an
Speaker:industry that you have to establish.
Speaker:Those are the questions you have to ask yourself first, before you
Speaker:say, okay, now what campaign type.
Speaker:So in all of those aside, yes, you can launch performance, Maxim
Speaker:have great instantaneous success.
Speaker:We've done it many, many, many times.
Speaker:We've also had times, probably 20, 30% of the time where you launched
Speaker:PMX campaign and then you need to start some supplementary campaigns.
Speaker:In addition, Um, and start with the lowest hanging fruit, um, except for smart jump.
Speaker:You can't launch smart shopping right now with the Mexico's new
Speaker:messages take priority and that smart shopping goes away next month.
Speaker:So don't do that, but you could launch a standard shopping and a DSA
Speaker:and a search campaign in addition to your performance max campaign
Speaker:and see what ends up happening.
Speaker:A lot of times, what will happen is performance.
Speaker:Max may be going after a different audience than your search network, but
Speaker:once your search network starts to kick up, then it starts to whittle down your
Speaker:performance back, starts to lift up again.
Speaker:It's always a big kind of, you know, guessing game, uh, by is
Speaker:Google knowing your audience.
Speaker:And before you even launch BMX, do tell Google your audience, make
Speaker:sure that you have a optimized feed.
Speaker:Make sure your website has a lot of good content on it.
Speaker:Made sure it's built out.
Speaker:Well, if you launch a PMX campaign and you give Google your website, and
Speaker:there's a picture of your product on there, and pretty much nothing else,
Speaker:the max will never work your search may, but if you have a really well-built.
Speaker:And you launch performance max, and then you launched a search campaign.
Speaker:Your performance max could crush it before your search campaign, because
Speaker:before, as max says, ah, I see exactly what you have on your site.
Speaker:It's well indexed.
Speaker:I can understand and read everything that's on the site.
Speaker:And I found a good audience on YouTube with built-in remarketing
Speaker:plus shopping, dynamic remarketing.
Speaker:It's always that dependent.
Speaker:So what I would start is going to be dependent upon, is it an
Speaker:established product with competitive pricing that is easily purchased
Speaker:and with a shorter sales cycle?
Speaker:And then do I have a really well built out website?
Speaker:Yeah, I launched Remax initially and probably put that as 50% of the budget.
Speaker:I leave the other 50% to at least DSA amount search and, you know, any sort
Speaker:of remarketing one or in addition to it, I have three things to say.
Speaker:First one is, I feel like you dropped a fricking masterclass
Speaker:of a value bomb there.
Speaker:Whenever you're going to launch a new campaign.
Speaker:The question is, is, does Google already know who your customer is?
Speaker:Do we need to teach Google who the customers and by the way, teaching Google
Speaker:who the customer is, sometimes isn't hard.
Speaker:It's like, oh, teachers by chalk.
Speaker:Okay.
Speaker:I know where teachers are.
Speaker:Let's go get more teachers, but sometimes Google knows, oh yeah.
Speaker:These PE teachers by chalk.
Speaker:So, and, and in Google's mind, by the way, that becomes its
Speaker:own audience, Chuck buyers.
Speaker:So Google knows who all the truck buyers are, but it might also find out that
Speaker:yeah, teachers by chalk toddlers, by chalk crime scene investigators by chalk,
Speaker:and you can start to teach Google who these are chalkboard their teachers.
Speaker:Exactly.
Speaker:Yeah.
Speaker:But, but it's, it's a really important question to ask yourself
Speaker:on the outset, because if Google knows who your audience is, you're
Speaker:going straight bottom of the funnel.
Speaker:If it doesn't know who your audience is, now we need to
Speaker:teach Google who the audience is.
Speaker:And that's an entirely different concept.
Speaker:I'll give you a good example.
Speaker:And this is, this is a perfect, perfect example.
Speaker:There's a client, uh, that we have.
Speaker:I'll just say their name.
Speaker:Cause it's a, it's an amazing product.
Speaker:I'm just going to tell a good story called the kitchen sink.
Speaker:It is a trailer kit.
Speaker:Um, uh assessory and so it slides into the back of your truck and it has
Speaker:stadium quality seating, built Dade with cup holders, foldable chairs.
Speaker:You can customize it with a company logo.
Speaker:It is so cool.
Speaker:So fishermen people that ski then tailgate.
Speaker:Exactly.
Speaker:All of those are audiences smart, shopping worked.
Speaker:It was, it was selling now.
Speaker:Not that much.
Speaker:We only had like a, I think a thousand dollar a month budget, but it was
Speaker:sell like one to three per month.
Speaker:Cool.
Speaker:So a thousand bucks and these were thousand dollar products.
Speaker:So we had a good row as, so the problem, the reason why smart shopping work though,
Speaker:is because we earn a click and then we just beat the crap out of these people
Speaker:with remarketing until they're like, okay.
Speaker:Yes, this is cool.
Speaker:I'm going to buy it now.
Speaker:Like it was a big, expensive purchase decision because Hey, I know anyone.
Speaker:It was B it's a thousand bucks.
Speaker:See, it's gonna take me a while to buy performance facts.
Speaker:Didn't work at all for us did not work.
Speaker:Because it was doing inbound search traffic and it was doing
Speaker:some shopping traffic, but it wasn't focusing on remarketing.
Speaker:So it's like, Hey, do you want this $800 seat really quick?
Speaker:No, I'm the next one.
Speaker:Hey, do you want me to hear Darcy?
Speaker:No.
Speaker:You thought it was cool.
Speaker:Yeah.
Speaker:Do you wanna buy it and not really under the next one?
Speaker:So it was trying to get too much new traffic where smart shopping
Speaker:was remarketing old traffic and beat them over the head with it.
Speaker:So we actually made a pivot.
Speaker:We stopped performance mix and we went pure YouTube only YouTube.
Speaker:The reason why is when we looked inside of the performance max campaign, the, um,
Speaker:and this is actually a, what's funny is, um, uh, Nick over at tier 11, he was on
Speaker:the, if you have ever watched perpetual traffic podcast, nicotine 11, and, uh, he
Speaker:dropped a nice, what they call value bomb.
Speaker:He says, look at your average cost per view.
Speaker:And then your view is, and that's going to tell you how much money that
Speaker:Pemex campaign is spending on YouTube.
Speaker:Um, I use that same scenario in this scenario last week, uh, to launch the, the
Speaker:YouTube campaigns because they saw that instead of forced max, the view rate was
Speaker:like 51%, which means 51% of people who were watching these ads are not skipping.
Speaker:Right?
Speaker:So these people love this stuff on YouTube and I'm getting a 0.0.
Speaker:Oh no, sorry.
Speaker:0.05 cost per view.
Speaker:It was a half a penny per view, perfect.
Speaker:Thousand bucks a month on just establishing an industry.
Speaker:I'm going there first now, now, first of all, I'm going there now.
Speaker:Um, and so that's what we found out.
Speaker:No, should we have launch performance max?
Speaker:No.
Speaker:Logically it made a whole of access established industry and
Speaker:all channels to an audience.
Speaker:Yes.
Speaker:The problem was the, the, the, um, how P max works was inefficient because if it
Speaker:was, if it was established century where people bought, because it was awesome.
Speaker:Yeah.
Speaker:If this product was 200 bucks, it would arrange a rain sales because
Speaker:it was a thousand dollar accessory that you may use three times.
Speaker:It took a while for, to find those people.
Speaker:So that's a great example of, should we have launched it
Speaker:made sense just didn't pan out.
Speaker:You've never sounded older to me than when you said what they call a value bomb.
Speaker:They have whippersnappers, they call it, uh, uh, boom, boom.
Speaker:That was awesome.
Speaker:It's a gift grenade.
Speaker:I could world war two.
Speaker:We used to throw those up.
Speaker:Now you guys just give away, uh, Kayden said something.
Speaker:I was talking to him right before this call, by the way, dude, I love that guy.
Speaker:Like she's fricking just so smart and so thoughtful.
Speaker:He said something that was really interesting to me.
Speaker:And it relates to the answer that you just gave Peter here.
Speaker:Um, Kayden goes, Kim contends that if you had three John rans
Speaker:working on one account for.
Speaker:Three, John could be performance max.
Speaker:If the three John rains didn't have performance max and they were
Speaker:segmenting by different accounts, different audiences, whatever.
Speaker:Right now, manual intervention could still beat performance max.
Speaker:That's his opinion.
Speaker:Yeah, I would, I would actually, I would agree.
Speaker:Um, no matter in that scenario, the three drum rands will be working on
Speaker:account with 10 times the budget in order for that same scenario to take place.
Speaker:Y so I guess the question there becomes, even though it's 10 times, this is
Speaker:the budget, and I imagine that's just because you would need the data to learn.
Speaker:Well, I would also have to have enough information on each channel
Speaker:individually to match the data that I would receive with performance mix cause
Speaker:performance, Mexican cross pollinate.
Speaker:But if you had 10 times the budget, if performance was the same or better.
Speaker:Not a wash, but I guess fine is what I'm saying.
Speaker:It would be, even, I would say is like, if you had a hundred dollars a day, I
Speaker:can do what performance max could do on a hundred dollars a day with a thousand
Speaker:dollars a day, but I'd have to break it up by a hundred dollars per, per channel.
Speaker:Like I did a hundred dollars into DSA, then search the YouTube to GSP, then
Speaker:search then shopping and then just, you know, remarketing on YouTube,
Speaker:remarketing on display remarketing on discover, like I'd have to, I'd have
Speaker:to manually intervention and make sure that that all is all targeting
Speaker:the same audience as BMX does.
Speaker:It would be as efficient.
Speaker:I would just need more budget.
Speaker:And I think that's the, the cost benefit of performance.
Speaker:Max is you can test all those, those channels with a lot less
Speaker:than what you would do, trying to test those individually.
Speaker:So here's, what's really funny is with 10 times the budget you're as smart
Speaker:as the world's smartest computer.
Speaker:Hey.
Speaker:Yeah, pretty much.
Speaker:Um, it's pretty cool.
Speaker:Uh, Ryan, we're creating a PMX campaign to replace multiple
Speaker:different smart campaigns.
Speaker:How much should this BMX campaign spend as a percentage of the existing campaigns?
Speaker:Just start while they are all enabled the same exact daily ads.
Speaker:Now that is going to overspend probably by about 30% though.
Speaker:So, I mean, it's just, for example, if you had five, $100 smart campaigns,
Speaker:you have to launch one, 500 RPMX.
Speaker:They have to be equal.
Speaker:Most of the time it's going to have two campaigns.
Speaker:What are those smart campaigns?
Speaker:MP, max enter an auction for one person.
Speaker:So it's an either or scenario.
Speaker:So if you're running at both $500, only one gets to win.
Speaker:So essentially you're going to cost is going to cost the same, where
Speaker:there's going to be overspend is when performance max says, ah, I want Casa
Speaker:and smart shopping says, no, I want.
Speaker:And smart shopping as she has been a performance P will say, okay, I
Speaker:either will just not go up to Casa or I'll go up to someone else.
Speaker:And that, or I'll go up to someone else is about happening 20% of the time.
Speaker:But the problem is you can't launch a $300 per day, uh, performance max and buy
Speaker:$100 day smart shopping at the same time, because we've had a few scenarios where
Speaker:that $300 performance max campaign sucks up all the traffic, but only spends 300,
Speaker:not the 500 that it was going to spend.
Speaker:So either scenario can take place and it's solely down to what
Speaker:campaign Google chooses to enter into the auction for your audience.
Speaker:Peter asks, do you think a long sales page may perform as well as a landing
Speaker:page instead of a Shopify product page?
Speaker:Yeah, as actually, especially in BMX, we have a client that does, um,
Speaker:that launched a landing page without, oh, end up PMX campaign without a.
Speaker:And used no URL, expansion and performance max to that landing page and slightly beat
Speaker:their, uh, their PMX campaign with a feed.
Speaker:So they're long form landing page without shopping was beating the
Speaker:shopping campaign with a product page.
Speaker:So you absolutely can do that.
Speaker:Um, my question though, and the problem is, is this was such a cool product and
Speaker:the landing page was so well done that if I was coming to the site first and I saw
Speaker:the product and like a few images and a description versus this amazing landing
Speaker:page with video and testimonials and 20 different pictures and special offers.
Speaker:And I mean, just really, really well built out page.
Speaker:It probably costs you $10,000 to build.
Speaker:Um, so there's constantly things isn't really there, but when I look
Speaker:at those two, I'm like, yeah, I would actually buy it from that page instead.
Speaker:And yeah, it's true.
Speaker:It's absolutely true.
Speaker:Uh, you don't just because they didn't use a shopping ad doesn't mean
Speaker:that pages that'd be less effective.
Speaker:So when PMX is using shopping placements and you have a Shopify product page and
Speaker:you have a long gated landing pages, it always going to go to the product page.
Speaker:Nope.
Speaker:Your Shopify connection to Google merchant center is something called
Speaker:content on API and content on API.
Speaker:It, that is the, the, the conduit to which you tell merchant center,
Speaker:what page to send that traffic to.
Speaker:So if you build a product page and you send your feed into Google merchant
Speaker:center, merchant center says, okay, so the product lives on that page.
Speaker:They're like, no, no, no.
Speaker:It lives on that page.
Speaker:Like I, the feed says to go.
Speaker:So you can use a tool like if you watch and you can send into Debby, watch your
Speaker:feed, change the URL of where that product lives before getting to merchant center.
Speaker:And then merchant center will tell Google ads.
Speaker:When you launch this product, this product lives on this page here.
Speaker:That's the P that's the page you change.
Speaker:That's your long form landing page.
Speaker:You just have to make sure that it functions just like a regular
Speaker:product page, where there's an add the card to the full sales checkout.
Speaker:Otherwise we get suspended for a broken checkout, but with final Ural
Speaker:expansion with Pemex do itself or no, um, no, uh, not for shopping, shopping.
Speaker:We won't use actually a URL expansion.
Speaker:That's I feel like that's such a waste.
Speaker:It makes so much sense to you because if you can't send a shopping ad to a
Speaker:non-starter to know when they're going to, yeah, you could kind of like,
Speaker:Hey, I'd love to buy this product.
Speaker:Then all of a sudden you arrive to the about us.
Speaker:You're like, what the hell?
Speaker:Like.
Speaker:Uh, arms of Annie says, oh, lottos, ah, Google translate that Brenda says all
Speaker:our Dave, how did we make Dave famous?
Speaker:This is our show, Dave.
Speaker:Hey, he slowly infiltrating us.
Speaker:Yeah.
Speaker:Jason, James, what's up?
Speaker:Jason.
Speaker:Nicholas's here.
Speaker:Arms of Andy's asks.
Speaker:Here we go.
Speaker:Uh, how can we pull the listing group metrics in conversions, conversion
Speaker:value spend through Google ads, API in-house without switching to
Speaker:north beam, the cost is too high.
Speaker:Yes.
Speaker:Unfortunately there is no way yet.
Speaker:Even Google data studio.
Speaker:Won't pull that in.
Speaker:Um, well built a functionality and then forgot to build the rest of it.
Speaker:Um, we've just got conversion, conversion value and spend inside of
Speaker:our listing groups like last week.
Speaker:Uh, It was all conversions, all conversion value in all conversion
Speaker:rates and all conversion.
Speaker:Like it was, it was terrible.
Speaker:Um, so we just got the ability even like see the actual commercials
Speaker:last week without turning off all of our conversion actions.
Speaker:Um, but there is no way to use any sort of third-party, uh, even really out
Speaker:of this, uh, to even pull the listing groups nor beam still can't do that.
Speaker:So even with the integrated API into a yeah.
Speaker:Yeah.
Speaker:So even Northern can't do that.
Speaker:So there is no way yet, period.
Speaker:Sorry.
Speaker:Arms of Andes, Matt Nightingale's here is that Matt malicious here, Archie Jeter.
Speaker:Archie says, what did he do?
Speaker:And malicious CA uh, oh, I'm sorry.
Speaker:I thought it was a question.
Speaker:I know she just given us a shout up.
Speaker:Um, you says, what are the advantages and disadvantages of splitting up
Speaker:one product per asset group for Pemex brand only has eight products.
Speaker:How does this affect the shopping component?
Speaker:Well at this elevated to the dispatch of spilling of one product per asset group.
Speaker:Oh, I actually, I prefer that.
Speaker:I try to do that.
Speaker:Um, and here's what, there's only eight products.
Speaker:I have a hard time thinking why you'd want all products in one asset group.
Speaker:Yeah.
Speaker:All right.
Speaker:So here's the advantages when you are Googling keywords that are around
Speaker:that particular product, you're going to see a, the correct shopping ad
Speaker:from the listing group, and you're going to see be the proper search ad.
Speaker:So if I'm going to use some really stupid, simple examples, red shoe,
Speaker:blue shoe, green shoe, if I have an asset group for red, blue and red shoe,
Speaker:and I haven't asked her for blue shoe and I haven't asked group for green
Speaker:shoe, I can front load it with my, my, uh, my signal to be people that
Speaker:type in red shoe in the red shoe, a group for the red shoe listed group.
Speaker:And then obviously the same thing with blue-green and when people actually go to
Speaker:Google and they type that in, then they're going to see the product that they need
Speaker:to see because it is, um, it is from the same, uh, well actually let me do this.
Speaker:It's going to be from the.
Speaker:Uh, as a group.
Speaker:So I'll, I'm gonna share my screen and real quick, before you do that, I'm
Speaker:going to ruin your example, but red shoe, blue group, blue suit, green shoot.
Speaker:Those are technically product variants.
Speaker:Would you do a different product variant for asset group?
Speaker:No, it was probably a variance.
Speaker:I would keep them the same.
Speaker:Yeah.
Speaker:That's why I said it's gonna be a really stupid example, but this
Speaker:is an example he's got confused.
Speaker:This is an example of a, of a client and, uh, it's kitsch.
Speaker:And so what you'll see is that if I use luxury shower cap, as a quick example,
Speaker:this is one asset group doing this.
Speaker:Um, I front-loaded the campaign to say anybody that types in
Speaker:keywords, like luxury shower cap.
Speaker:I want to show my as a group of luxury shower caps and all the variants
Speaker:are in one asset group, but it's different than the bottle for beauty.
Speaker:It's different than anything else.
Speaker:So now I own, I own this area.
Speaker:I own this area and I own this area and I own this area for luxury shower.
Speaker:Okay.
Speaker:Is that branded search ad coming from Pemex?
Speaker:This isn't branded actually, well, Oh, because we're not
Speaker:searching for the brand name.
Speaker:I see what you're saying.
Speaker:Right?
Speaker:So rephrasing is that search ad coming from Pemex?
Speaker:Correct?
Speaker:Uh, this is nevermind.
Speaker:Sorry.
Speaker:Keep going.
Speaker:Nope.
Speaker:So in my asset group, though, you have five headlines, five long
Speaker:headlines and five descriptions.
Speaker:Well, if I know that I'm trying to get people to search for luxury
Speaker:shower caps, and I'm showing my luxury shower, cap product, and
Speaker:I'm showing my, uh, my ad in text.
Speaker:If I had one asset group here, it'd be like kitsch.com.
Speaker:We sell things for your hair.
Speaker:Like it's not going to say luxury shower, cap, or most lip or waterproof.
Speaker:So that's, that's where this gets gets a little bit more detailed is the
Speaker:advantages is you can control a shopping ad the display ad, the discover ad and
Speaker:the search ad for that one product.
Speaker:What you'd have to say is if I had it all in one S group, can you have one asset
Speaker:group with five headlines, be descriptive enough for all eight of your speeds.
Speaker:Uh, next up Michael Ari Gozo doesn't performance max, take away from
Speaker:stair shopping campaigns as well.
Speaker:I know it definitely takes away from smart shopping campaigns.
Speaker:No.
Speaker:So you can actually run a status shopping and performance max campaign
Speaker:at the same time and they will fight, but there's no, there's no, uh,
Speaker:golden rule, like with smart shopping.
Speaker:Uh, the only gold rule is if you're on smart shopping performance,
Speaker:max performance, max always wins.
Speaker:But if you're on a scattered shopping and farm smacks, the ad that has the
Speaker:better ad rank, which was ad break, who knows it's not a real term.
Speaker:I'm not sure, but they'll get back to us when they decide it's a, it's
Speaker:a, it's a fun way to say whichever one's going to perform better.
Speaker:We'll just, we'll wait.
Speaker:That's literally what.
Speaker:Also from Michael, any recommended software for checking price,
Speaker:competitiveness per skew, catalog score 3000 skews actually, uh,
Speaker:could be, um, give me one second.
Speaker:I'm going to hop into an account and I think, um, there's a, it's either a
Speaker:new beta or something that popped up recently that I was like, oh, what's that?
Speaker:We'll just announce this in the Google live too.
Speaker:It's an in-app feature where Google will show you your competitor's best
Speaker:pricing for e-comm specifically.
Speaker:Yeah.
Speaker:And I remember I saw it.
Speaker:I had one and I was like, oh, I gotta check that out.
Speaker:And I didn't check it out yet.
Speaker:So I have to look at that.
Speaker:I've got to go live.
Speaker:While you're looking for yours.
Speaker:I've got something to share.
Speaker:Yeah.
Speaker:Let's go ahead and share that with, while I'm looking for this one.
Speaker:All right.
Speaker:So, uh, RA who, uh, does all of our technical documentation here at solutions
Speaker:eight, she's freaking brilliant.
Speaker:She put together this, um, notes on Google marketing live, the presentation that
Speaker:Google did, and I, I did a video on it.
Speaker:So you all will get, uh, access to it at some point, Dave, I know you can't
Speaker:see, um, dude, this is really cool.
Speaker:The attribution insights.
Speaker:Did you see that?
Speaker:Yep.
Speaker:Um, so I'm pulling up there a little bit more.
Speaker:Yeah.
Speaker:All right.
Speaker:Whose side are you on?
Speaker:Uh, where are the hell?
Speaker:There's?
Speaker:Uh, there was an e-comm specific.
Speaker:Yeah, it was called like price comparison.
Speaker:Something.
Speaker:Yeah, there it is.
Speaker:Bam.
Speaker:Uh, showcase your no.
Speaker:See competitor's strongest offers.
Speaker:Yeah.
Speaker:This one, I forgot exactly where it was.
Speaker:I'll have to see if I can find it and then we'll make a video about it.
Speaker:Um, I don't remember which account it was in.
Speaker:I had to see if I can find that funny.
Speaker:Yeah.
Speaker:Somebody does DFW.
Speaker:Cause we were talking to him for awhile and I think that we're
Speaker:going to do something comparative, but then they got bought.
Speaker:And so that might've died.
Speaker:That purchased?
Speaker:No, I didn't know that.
Speaker:Yeah.
Speaker:Interesting max vendors,
Speaker:any specific things to consider when starting a PMX
Speaker:campaign for B to C lead gen.
Speaker:So that works in home.
Speaker:Security has already a lot of regular campaigns.
Speaker:Yes.
Speaker:So, well, two things one year up to contend with the fact that
Speaker:PMX is going to compete with those existing regular campaigns.
Speaker:But the other thing is Pemex is very heavy spam right now for lead
Speaker:generation, like super heavy, because most of the time, when you look at a
Speaker:search campaign, You have the ability to say, I like to target people who are
Speaker:in frequently in or have interested.
Speaker:And we usually choose in and frequently and not who have interest in D P max
Speaker:defaults to who is interested in, and then it goes on all the channels.
Speaker:So it's like in the United States and around YouTube, congratulations, we
Speaker:just found a way to target click farms.
Speaker:So that's the bad thing.
Speaker:Is it through its own, the default settings, you can't turn off the inability
Speaker:to attract or to go to a person who is interested in the United States.
Speaker:That's also working on a click farm, essentially.
Speaker:So the issue though is you have to make the form.
Speaker:Extremely difficult to, to complete, um, the ones that we see work the
Speaker:best are the people with like 15 to 20 fields, uh, Southwest building
Speaker:solutions as examples, great.
Speaker:Or the people that put them through a builder.
Speaker:RTA is another example of that.
Speaker:So it's working really, really great.
Speaker:Anytime they have an account that's going through a kind of hard to
Speaker:complete form, um, works well.
Speaker:Uh, we had one client that figured out a way to actually block, uh, like junk
Speaker:traffic that if you just like slam your hand on the keyboard and then try
Speaker:to hit submit, it goes to a four or four pages and hit the thank you page.
Speaker:So that, and then we just launched a new Mexican.
Speaker:I want that one's working well too, but it just know that
Speaker:you're going to be targeted.
Speaker:Um, so it may not even be worth running it.
Speaker:Or if you do running a very small budget, 15, $20 a day, give it
Speaker:like, you know, a week or two.
Speaker:And see you're going to start to get conversions.
Speaker:Really look at those conversions.
Speaker:They're gonna look real and then probably are real.
Speaker:Just, you know, there's gonna be some similarities between the spam.
Speaker:Like it's always first name dot last name at Gmail, or like first name dot
Speaker:last name, then two numbers at GML.
Speaker:Those are the things.
Speaker:It was a study.
Speaker:Uh, I did a video on this, started, came at York university.
Speaker:Um, enterprises have reported that up to 70 to 90% of clicks are
Speaker:receiving or generated by bots.
Speaker:Spam traffic is a way bigger problem than I ever, ever, ever thought.
Speaker:Yeah.
Speaker:And it's, and that's the, one of the reasons why performance mags.
Speaker:I like it because it stops being targeted or stops targeting those, those
Speaker:users when they don't get a conversion and automated bidding strategy helps
Speaker:that if you're running out of manual CPC, you're never going to see it.
Speaker:Like you're telling people, let's say that Bob, I want to pay only a
Speaker:dollar and 27 cents for that Bach.
Speaker:Like I'm like, all right, here we go.
Speaker:That's a funny, uh, Matt Nightingale says a peak for my brand is July and August.
Speaker:I have a successful, smart shopping campaign running, worried to switch
Speaker:to Pemex before, but I'm also worried that if I don't switch it'll force
Speaker:me during peak, what would John do?
Speaker:We need bracelets printed.
Speaker:You actually wouldn't have to change.
Speaker:And what would Jesus do?
Speaker:Bracelet was calling me a man that's like the most arrogant thing I've ever said.
Speaker:All right.
Speaker:So,
Speaker:uh, here's my, my opinion.
Speaker:Um, we actually have clients that we're not switching to performance max manually.
Speaker:We're going to wait until the smart shopping campaign turns into performance.
Speaker:Max, there's a risk, but the reason why we're doing that is because
Speaker:we started PMX and it failed and it failed for two to three weeks.
Speaker:Um, if we don't have the time, the budget and the AOB average order value of the
Speaker:inventory, if the average order value is too low and you supposed to be Mexican
Speaker:still fails, it's a long way around as long way to get that, to move up.
Speaker:The risk that we're doing with these clients is, and I've, I've
Speaker:talked to two Google at length about this a few times and.
Speaker:I can't use it as gospel because we all know that Google is
Speaker:like, Hey, this should happen.
Speaker:I was like, oh, so the risk here and the reward is if we wait for performance
Speaker:or for smart shopping to turn into performance, maximum one interesting
Speaker:thing I thought was really cool is they said, you're going to be able to opt out
Speaker:of the video network when it transitions.
Speaker:That's cool.
Speaker:Because then you are removing yourself from potential spammy traffic.
Speaker:Um, the good news is they said, if you do not add a signal and if you do not
Speaker:add any other assets, performance, max will target the same four channels.
Speaker:And I don't know what they are Google, as they just said, it's performance.
Speaker:Max will target the same four channels.
Speaker:Your smart shopping campaign did.
Speaker:So essentially what I asked is, so it's just going to go from smart,
Speaker:shopping into performance, max, but still stay smart shopping.
Speaker:They said, yes.
Speaker:Now I have one person that said this like three days.
Speaker:Is this actually going to happen while we test the PMX and there
Speaker:was no signs of life there.
Speaker:So we have to try this.
Speaker:That's the only option.
Speaker:And I'm going from like a thousand row as campaigns with 50 sales a
Speaker:day into a PMX campaign that can't get over two X and five sales a day.
Speaker:Like, and I've been running on these, our traffic campaigns for over two years.
Speaker:I'm like, I just have to let these transitions.
Speaker:Um, so we'll see what happens.
Speaker:But my, my plan is for you to be, if you can launch PMX now and you can
Speaker:give it two to three weeks, if it fails every single time I've started
Speaker:the smart shopping campaigns back up, it just blows right back up.
Speaker:And that was after 22, 23 days of testing Pemex.
Speaker:Um, I actually have a client here that I can share screen
Speaker:and show what it looked like.
Speaker:But the big issue was is because your smart shopping campaign
Speaker:goes so heavy and remarketing.
Speaker:What you have to understand is that when P max launch.
Speaker:Google's going to say, Hey, these 17 people that we're going to buy tomorrow,
Speaker:that I've been remarketing for for the last two weeks, I'm just going to Chuck
Speaker:them out the window and I'm going to go run, finds a new people on Pemex.
Speaker:And then you're like, no, no, no remark to them.
Speaker:Like, ah, that's PBX.
Speaker:We don't do the same thing, smart shopping desks.
Speaker:So that's what you'll lose your funnel of all your returning and existing and
Speaker:warmed up traffic goes away and you have to relearn that all through it.
Speaker:They said to skip that, launch it as a, or let PMX turn in just all right.
Speaker:Let's March off and turn into performance max, but then you can't touch it.
Speaker:Like as soon as you touch it, it goes away.
Speaker:So what I mean by that is like, you add an insight.
Speaker:It's like, okay, cool.
Speaker:So I have now somewhere to go around and what I was going before he gets EDS,
Speaker:forget all those people go off on my own.
Speaker:So that's the big thing.
Speaker:I'm not saying, let it transition them to start adding things.
Speaker:You have a lead transition and then not touch it.
Speaker:What I've been told.
Speaker:I have zero experience.
Speaker:Um, and just cause it hasn't happened yet.
Speaker:So this is one way you can prepare for the most safe as effective and if a
Speaker:transition and it still doesn't work.
Speaker:You have no choice.
Speaker:You have to now build out PMX perfectly, but at least you did the safest option
Speaker:that was going to blow up anyway, just out of curiosity, John, wouldn't it make sense
Speaker:to have a PMX campaign built within its entirety with a ton of asset groups, just
Speaker:ready to go in case everything blows up.
Speaker:That's why I would say build it and test it.
Speaker:Now, if it's, if it works, it should work.
Speaker:It will work as effectively as a really, you know, seasoned year, two
Speaker:years long smart shopping campaign.
Speaker:But if it doesn't work that well, then pause it.
Speaker:Leave smart jumping on.
Speaker:Let it transition if it fails, turn that one back on.
Speaker:If it succeeds, I don't know what you're gonna do, honestly, like maybe
Speaker:start to slowly add in new assets and new insights and or new signals.
Speaker:I was called a signal and insight and maybe add new signals slowly.
Speaker:I don't know.
Speaker:Um, I'm crossing that bridge with you all at the same time.
Speaker:That's my plan though, showing my soul.
Speaker:This is awesome.
Speaker:Preparing to try.
Speaker:PMX on my arcade consoles, crushes it on YouTube and
Speaker:search and a little on shopping.
Speaker:Oh, uh, keep search and YouTube running and lost P in
Speaker:addition to Pemex is not heavy.
Speaker:You yet, at least not that I can see.
Speaker:Um, and I'm again, multiplying my cost per view and my views
Speaker:and looking at my view rate.
Speaker:And most of the time, it's like I'm a $2,500 a week campaign.
Speaker:It's like 50 bucks.
Speaker:So what's nice is if you launched cream X don't pause your search on YouTube, just
Speaker:lock in addition to on a smaller budget.
Speaker:See, does it help?
Speaker:Uh, it'd be really interesting.
Speaker:So very, very good idea.
Speaker:John's about to have a conniption on this one.
Speaker:Arms of Andes for e-comm our brand name.
Speaker:Keyword is the only thing that appears organically in each search result on
Speaker:pages one through three of Google, no competitors bid on our brand name either.
Speaker:Should we have a brand new.
Speaker:No, you disappoint me, John.
Speaker:We know it's funny as I, I I'm okay with seeing branded performance backs
Speaker:because I have a very nice use case, uh, that we'll probably wanna turn
Speaker:into a case study that shows how it just kept going in the right direction.
Speaker:All of a sudden, after like two months, 80% of it's now non-brand, uh, when
Speaker:it was only ran from us 60 days.
Speaker:Um, but you don't have to have a brand name.
Speaker:If you want to run a brand campaign, run it by dollars a day, because if
Speaker:you lost performance, max, you're going to make yourself a target because
Speaker:you're going to start to get competitor Trek, which means you're for sure.
Speaker:Bingo, but you don't need one.
Speaker:No.
Speaker:Dave says nobody calls it a value bomb except cars.
Speaker:Some people call it a value bomb.
Speaker:So he, uh, I wonder if that said.
Speaker:How do I say your name, please?
Speaker:And thank you.
Speaker:Uh, we made one Pemex campaign target, one country, 150 euros a day, maximize
Speaker:conversions to asset groups per category, total of 74 asset groups.
Speaker:Good job.
Speaker:After three weeks, the results are 3.5 conversions, but
Speaker:CPA went from 2 55 to $24.
Speaker:What was the running before?
Speaker:Uh, he goes on to say, uh, for each product category, two asset
Speaker:groups with one custom audience and keywords and one with customer
Speaker:audience with purchase intentions.
Speaker:Can we improve something or not?
Speaker:Or should we just wait if we modify images and videos or add keywords to the custom
Speaker:audiences, the learning phase start again.
Speaker:Yeah.
Speaker:So here's, here's the, the question is what were you running before to get $2?
Speaker:It was 24.
Speaker:If it was more like heavy brand then yeah, that makes sense.
Speaker:But the other thing is normally I'll launch multiple different asset groups
Speaker:for like a product, but I'll have one B a.
Speaker:Which is search search intentions.
Speaker:One search recently, one my own data and one interests demographic.
Speaker:So right now you're kind of testing one network, which is just the search network.
Speaker:And the other areas are probably spending a whole bunch of money, trying to target
Speaker:people on display YouTube PSP discovered that they don't have a target for, cause
Speaker:let's say that person didn't serve.
Speaker:So who else am I going after?
Speaker:What are they interested in?
Speaker:We're like, we didn't tell you like, well, what are your own grown people look like?
Speaker:We didn't tell you.
Speaker:So right now it could be that it's your, if you look at the insights tab and you
Speaker:look at your search categories and your search categories looks really good, it
Speaker:means that you need to add more targeting.
Speaker:So you need to add in the, um, uh, your own data, its own asset group.
Speaker:And then you ended at interest in demographic, in his own asset group.
Speaker:So people interested in both, either in infinity or in market or customer
Speaker:demographic, um, demand those two.
Speaker:So that will give you a whole rounded, uh, strategy.
Speaker:He said he was running texts and shopping, uh, with manual CPC and automated rules.
Speaker:Yeah, my question was, what was the search terms that you were getting?
Speaker:It was, was there a brand cause $2 conversions to 2,400
Speaker:conversions, your CPC and a $2 conversion has to be nothing crazy.
Speaker:Yeah.
Speaker:That's why I'm like, that's a, that's an oddity to me.
Speaker:J uh, just launched the DSA campaign two days ago to go along with my PMX and brand
Speaker:campaigns, ads are approved and eligible.
Speaker:No impressions.
Speaker:Is it normal to take a few days before I start running DSA?
Speaker:Yes.
Speaker:Everything else.
Speaker:Oh, no.
Speaker:Sorry.
Speaker:DSA performance backs and YouTube.
Speaker:Yes.
Speaker:Uh, what DSA is doing is scanning your pages as it's pending.
Speaker:So if you actually go into your dynamic ad target settings of your
Speaker:DSA campaign, you probably should see like, pending is, was what we'll say.
Speaker:If you still see pending, you're fine.
Speaker:What this means is it's essentially scanning your page and watching
Speaker:traffic at the same time.
Speaker:And then all of a sudden you're going to see, cause it's going to
Speaker:say, okay, YouTube now, It's like the it's like a Mike Tyson gift.
Speaker:Where's the sold two pigeons.
Speaker:Uh, Michael
Speaker:I know it's my favorite to say hopefully my glammy, uh, gore Lomi.
Speaker:How important is Google analytics when it comes to driving performance in Google
Speaker:ads, do you recommend GA for compared to the previous Google analytics property?
Speaker:I have very little experience in GA for honestly.
Speaker:Um, I we're, we're working with a company to build out a GA for instance.
Speaker:Um, we're also have a lot of our clients who have hired big agency, not big agency,
Speaker:big companies to build out their GA for.
Speaker:And I have not seen a successful GA for implementation yet.
Speaker:So it's not that I don't, uh, it's not that I haven't tried is I, I really
Speaker:it's it's because also I haven't tried, I have not tried to build a GA or I
Speaker:just keep seeing roadblocks everywhere.
Speaker:People that are spending a lot of money and have more hours in the day than I do
Speaker:to dedicated to a can't figure it out.
Speaker:So I'm kind of waiting to learn, I should say.
Speaker:Uh, I'm very much in learning.
Speaker:What, on this GA for the, the issue that is happening is on UA.
Speaker:If console comes to the site twice in two days, it says a new user today
Speaker:and a new user yesterday and a new session, and it just counts costume.
Speaker:Every single time GA forest says, oh, we're going to string along
Speaker:and not surround string together.
Speaker:That user in, in what they call an event or a visit like this visit came back.
Speaker:What they're seeing is that they're actually getting a replication.
Speaker:So concent comes to site once, and then it comes to the site again, the next
Speaker:day, it says you have two new users that are not related to each other.
Speaker:And they're like, well, that's, that's a duplication.
Speaker:So we actually haven't used it for anything Google ads related because
Speaker:it could potentially double counter triple count or not account at all.
Speaker:So we still use Google tag manager for everything, but in terms of driving
Speaker:performance in Google ads, I still.
Speaker:UAS, uh, audience segmentation, because I could say if you've been to the
Speaker:site from Pinterest and you stayed longer than 10 seconds and you viewed
Speaker:more than two pages and they added something to the cart, I'm putting a
Speaker:thousand dollars a day at that person.
Speaker:Um, but that's what I mean is I still find the segmentation in UAE
Speaker:for the custom audiences that you can import remarketing much better.
Speaker:Um, in, in UAE RadReads, you, you had two ounces or one bounces.
Speaker:I don't really care.
Speaker:I'm excluding bouncers.
Speaker:Um, so literally account you one times or 10 times, and you're not my audience.
Speaker:Uh, so hopefully that makes sense.
Speaker:Yeah.
Speaker:Jay, do you find a good next question?
Speaker:Do you find any benefit to adding a bunch of secondary conversion events for
Speaker:clicking viewing various page elements?
Speaker:Uh, uh, you know, I, I used to, um, And then I started to go away from it.
Speaker:And then I went really far away from it from this last,
Speaker:last thing that came through.
Speaker:So I'll give you a small story.
Speaker:The reason you went really far away from it though, is because, because
Speaker:Pemex was reporting on all conversions.
Speaker:Now that that is fixed.
Speaker:Sorry.
Speaker:Sort of.
Speaker:So here's what I thought was interesting.
Speaker:Um, we have a client that has a longer sales cycle, a very expensive product.
Speaker:So I was like, alright, cool.
Speaker:I need to find some reason and an intent and then a lead generation.
Speaker:So I was like, who viewed the page?
Speaker:Who stayed, logged on yada, yada yada.
Speaker:So I did all of the, um, uh, fake conversions, like associate, we call
Speaker:them essentially, uh, our terms, vanity conversion, like didn't actually do
Speaker:anything, but this is what it looks like.
Speaker:What we found is that we have very little tied together between pages
Speaker:per session and session duration.
Speaker:To the lead.
Speaker:And then we had even less correlation between what we imported back as
Speaker:a sale to those initial metrics.
Speaker:So when I used to have is, Hey, this campaign is actually pretty good.
Speaker:Um, Pedro says your saturation, low bounce rate.
Speaker:And it actually has some really decent conversion rates on
Speaker:the conversion that we wanted.
Speaker:Plus even cost for conversion was good.
Speaker:But then when we import it back, what happened from, from that lead to a sale,
Speaker:it was on the other campaign that had really expensive leads and low engagement.
Speaker:So I think that if you're talking about lead generation, gotta be
Speaker:very difficult to, to when you pipe back in that actual sale.
Speaker:And then you look back and say, what led to that sale and what
Speaker:campaign one ad group keyword ad was.
Speaker:It was a PBX.
Speaker:Was it not?
Speaker:What was the engagement of the users?
Speaker:We found that there was very little correlation and this is
Speaker:comparing 12 different campaigns.
Speaker:And so where I would have put my money is the high converting
Speaker:high engaging, low CPA campaigns.
Speaker:Those are actually producing policeman.
Speaker:Well, we found out is that in this something, I would say a 90% bounce rate
Speaker:can still have a 10% conversion rate.
Speaker:So that's an interesting point that you just made there a 90% bounce rate
Speaker:can still have a 10% conversion rate.
Speaker:What a fun conversation that would be to have, because all it means is
Speaker:you're repelling the right traffic, but attracting the right traffic.
Speaker:As a matter of fact, you might want that.
Speaker:If you're doing proper qualification, the bounce, isn't a negative KPI.
Speaker:Right.
Speaker:And so that's what was interesting is the vanity metrics.
Speaker:I will never scale or optimize a campaign on vanity metrics.
Speaker:I'll use them as lead indicators, but the ultimate deciding factor is did they buy
Speaker:or was that convergent turn into a sale?
Speaker:And that's my answer.
Speaker:So I still have no very much use for them.
Speaker:They're good to know at the beginning, like where you're seeing that, but don't
Speaker:make that your deciding factor to say, oh, I should probably put less money here.
Speaker:It just still doesn't.
Speaker:So it may not make sense.
Speaker:Nice.
Speaker:Um, by the way, Michael says he tipped us 10 bucks.
Speaker:Thank you, Michael.
Speaker:And he said, oh, you say my name better than I ever could.
Speaker:Uh, thanks for answering my questions.
Speaker:I'm in the middle of onboarding with your agency, by the way.
Speaker:I'm also in Scottsdale.
Speaker:Yeah.
Speaker:Oh, sweet.
Speaker:Yeah.
Speaker:That's awesome.
Speaker:For one for the good guys, arms of Andes.
Speaker:Well, first of all, Dave says solutions nine soon.
Speaker:Vandy is for econ fashion brand.
Speaker:Why is it better to have our segments done at the asset group
Speaker:level and not per campaign?
Speaker:We get Google ads, API metrics at the campaign level, but not the listing.
Speaker:E-comm fashion brand.
Speaker:Why is it better to have our segments done at the asset level and not per camp?
Speaker:Oh, okay.
Speaker:Um, well you absolutely can do that.
Speaker:Um, so there's two, two scenarios, but the, the, the, the path through
Speaker:those scenarios are the same.
Speaker:And here's what I mean.
Speaker:If you want it, if you let's say have a thousand skews and you're an e-com fashion
Speaker:brand, I would put everything in one campaign segmented by the asset groups run
Speaker:an automated bidding strategy, maximize conversion value, maximize conversions
Speaker:with a daily, that's been scaled up to the point where intervention returns.
Speaker:And then the second part, because when you scale up to the point of
Speaker:diminishing returns, like we did with this other brand was 15 grand a day.
Speaker:We were trying to get to 25,000 and now we're actually doing this next scenario.
Speaker:The next thing is, then we looked at all of the listings.
Speaker:And the asset groups, uh, in terms of the DSA portion, where
Speaker:we look at the insights tab and we say, what is the best performing?
Speaker:And then we're going to take the daily average ad spends in those campaigns.
Speaker:And then we're going to launch an individual PMX campaign is simply
Speaker:a clone of the PMX campaign and shutting off those asset groups here.
Speaker:I'm leaving them enabled here.
Speaker:So yeah, task groups and you want to launch it.
Speaker:You just closed it, shut off the nine and leave the one live.
Speaker:So original is the one in here and then show up to it or nine.
Speaker:So essentially just transferring that as a group, to its own separate campaign
Speaker:that will allow you to scale up to that next level of diminishing returns because
Speaker:you're not fighting in between each other.
Speaker:However, if you have a thousand skews and you're going to launch the individual PMX
Speaker:campaign, you have to ask yourself, okay.
Speaker:If I did separate, let's say 15 different categories, you have to
Speaker:spend six weeks at a daily ad spend for each one of those campaigns to then
Speaker:finally see what's performing the best.
Speaker:If you lost it all.
Speaker:The cream is going to rise to the top and then you scoop off that cream and
Speaker:then launch some campaign with it.
Speaker:So my opinion would be, do you want to spend a hundred dollars a day times 15
Speaker:for six weeks, or we'd like to spend $500 a day for six weeks and find
Speaker:the best performing it's up to you.
Speaker:If there's no wrong answer, it's just, are you gonna front load cash or, and
Speaker:you're happy with some inefficiencies while you find that data, or are you happy
Speaker:with possibly a little bit lower volume, a lot more profit to find that data
Speaker:it's really, there's no wrong answers.
Speaker:It's just a choice.
Speaker:Peter says, well, thanks for the answers.
Speaker:That was a value bomb.
Speaker:Take that day.
Speaker:Yeah, let me do this now.
Speaker:Hey guys.
Speaker:Just drive to hope.
Speaker:You're doing well.
Speaker:We live in the dream, Tommy.
Speaker:I'm sorry.
Speaker:I butchered your name.
Speaker:Uh, Jason James here to hold us accountable regarding last week's
Speaker:discussion on the PMX version of John stair-stepping method, where custom
Speaker:said pulling back ad spend should force Google to spend more sure.
Speaker:Does it make sense to cut back for the ad spend on an underperforming PMX all
Speaker:products within dynamic, your marketing campaign, keeping the same sped.
Speaker:Does it make sense to cut back for the spend for an
Speaker:underperforming few questions?
Speaker:How long has that PMX campaign been running overall?
Speaker:And how long have you been running with an increased budget?
Speaker:If you are running at an efficient level and you increased and it
Speaker:became inefficient, you have to give it at least a month.
Speaker:And if it still is that not climbing up to more efficient levels, then yes.
Speaker:Pull back and you might have, you might have to restrategize
Speaker:before you try that again.
Speaker:What, what, what audiences are you targeting?
Speaker:Art is your feet optimized landing pages, obviously, you
Speaker:know, conversion appropriate.
Speaker:There's everything that you left of kind of really look through
Speaker:before scaling back up again.
Speaker:Um, arms of Andy.
Speaker:In which cases would you recommend turning on the URL expansion we saw
Speaker:men's and women's clothing, leggings, sweater, shirts, boxers, et cetera.
Speaker:I would always use URL expansion for your exact scenario, but exclude in
Speaker:the URL expansion, things that you simply do not want, like your shipping
Speaker:policy, your possibly your blog.
Speaker:You can turn it on later, but no, you're sending cold traffic right.
Speaker:To your blog.
Speaker:And then trying to measure it with Roaz.
Speaker:That's not going to happen.
Speaker:So exclude your obvious pages that you're not going to convert or even
Speaker:watch a show, but I always use your expansion for that because you have
Speaker:a person that was a previous user that bought a sweater six months ago.
Speaker:That is now coming back and buying board shorts and cause the summertime.
Speaker:And you're like, ah, no, you want to remark it that user, but you can
Speaker:not be set anywhere else now because you're locked into that asset group.
Speaker:So I always use your extension unless I just see issues, but I
Speaker:don't, I don't see issues with it.
Speaker:Uh, they follow talking about box says, oh, you're still paying for the bot clicks
Speaker:regardless of the P, which is the human.
Speaker:The hope there though.
Speaker:Dave would be that over time.
Speaker:If it's conversion, optimizing, Google will start avoiding box.
Speaker:That's why we want the, the, the barrier to entry to be so high.
Speaker:Yeah.
Speaker:Well, you're also paying for bot clicks on every display campaign as well.
Speaker:Um, you're, you're paying for black clicks everywhere.
Speaker:Uh that's that's the bad part.
Speaker:I mean, in search, you're not as frequent for sure.
Speaker:Um, and P max, isn't a, isn't a cure all for everything.
Speaker:There's absolute limitations.
Speaker:One of them is heavy, heavy bod traffic.
Speaker:There's also heavy growth though.
Speaker:Um, so it's, it's a, it's a tool in the toolbox.
Speaker:It's not like the only tool, but it is a tool and you have to know that, Hey,
Speaker:this spill of sand is going to really good at bell Smith, horrible floods.
Speaker:Yeah.
Speaker:Uh, so that's kind of the, the scenario there.
Speaker:Um, max vendors is going to launch team access 13 feet.
Speaker:Uh, Matt and I can go start at PMX and other countries and it's performing.
Speaker:That's great.
Speaker:I'm not seeing, oh, you're not using that little cool till I'm posting them up.
Speaker:When they're actual questions.
Speaker:Here we go.
Speaker:Yeah.
Speaker:Phobia, uh, if there's that much click traffic, why does click cease network?
Speaker:Oh, it, it, it sort of works.
Speaker:The problem is just like, for your previous example, Dave,
Speaker:you're paying for it still.
Speaker:So click sees is the cop that comes up and says someone's been murdered.
Speaker:The problem is there's so many murders that by the time you get through all the
Speaker:murders, then it's gonna to start to work.
Speaker:So it, he says, Hey, you got a bot click and we'd bandit.
Speaker:And you're like, sweet.
Speaker:And then the next day it's like, Hey, you got an Oculus and bam then.
Speaker:And that just never ends.
Speaker:Yeah.
Speaker:We tried Cooksey son, five accounts, three of them, it hurt the campaign
Speaker:performance of, so it was blocking traffic that we apparently didn't want
Speaker:to block because Roaz dipped two of them, like mild improvements, but nothing.
Speaker:And now they'll come outside of normal optimizations.
Speaker:Really?
Speaker:Here's the other thing.
Speaker:They came to us and offered us a promo spot.
Speaker:Like they wanted, they, they wanted to, we had every reason
Speaker:to want to make clicks this work.
Speaker:Um, but you can't promote something if it wasn't working
Speaker:from a case study perspective.
Speaker:Yeah.
Speaker:Yeah.
Speaker:I would say clicks.
Speaker:These did work for one client that had just only inbound DSA traffic within
Speaker:like a 75 mile radius of their location because their competitors were jerks.
Speaker:Um, Everyone knows what that means.
Speaker:So I did block their competitors from clicking on their ads a
Speaker:bunch, um, and it didn't help.
Speaker:That was the one that I was like, man, amazing.
Speaker:But that's again, small town clicks from people that it's like, Bob,
Speaker:would you start clicking on my ad?
Speaker:Like that's how that scenario was.
Speaker:So we just banned Bob.
Speaker:Uh, so it worked, um, yeah, I wouldn't, I wouldn't use it as a blanket
Speaker:catch all like aha bot traffic is now fixed, just banned by Sean GG.
Speaker:Hey guys, how do we introduce sales assets?
Speaker:Memorial day black Friday to Pemex.
Speaker:Do we just pause asset groups, one run as a group during that time
Speaker:period, this is something that has been very, very, very difficult and
Speaker:is a great, great quick question.
Speaker:So for the things like for sale events, um, I have not found a good
Speaker:way to not screw up good, consistent growth performance, and still
Speaker:run assets that are sale related my SOP, and it's not efficient.
Speaker:It's just, what's been the least damaging, I would say is only running, um, GMC.
Speaker:Um, now, if you're running P max for lead generation change, your
Speaker:headline, I would say is, is going to be the best option for you.
Speaker:Um, but for sales, for e-commerce, I always will run site-wide sales
Speaker:and I will only put it in GMC.
Speaker:The reason being is that when you change an asset group, is that performance.
Speaker:Max is a three week lag is a three week lull.
Speaker:So if you're running like a week-long sale, it's like, okay, it's going to
Speaker:screw it up for a week and I'm going to run for a week and I'm going to screw
Speaker:it up again while I change it back.
Speaker:And then I'll, and now my sale actually went in debt.
Speaker:So I found that if you leave everything in the even keel and only through an
Speaker:throwing the promotion via a GMC, you stick a badge on all of your asset groups
Speaker:without changing anything in your asset groups, your shopping portion says sale.
Speaker:Like all that stuff is still good there.
Speaker:You're just not changing around your headline, but.
Speaker:You're you're you're saying I'm not going to screw up a month worth of
Speaker:good traffic, because I want to change my headline from like sale today.
Speaker:Hey, was that really worth it?
Speaker:No, but a GMC promotion is so I would say still just stick with
Speaker:GMC promotions whenever possible.
Speaker:Um, I wouldn't be going around changing your PMX settings just for a short sale.
Speaker:It's not worth it.
Speaker:You won't actually spend more.
Speaker:You'll spend less inefficiently during that sale.
Speaker:It's counterintuitive again, only in performance max.
Speaker:Um, Michael , any workarounds to Pemex limits on subdividing
Speaker:products to a thousand
Speaker:oh, are you talking about on like your a hundred asset group?
Speaker:Um, so actually, um, one thing that we did is, um, depending upon the structure,
Speaker:Michael will you'll see your account when you're, when you're onboarded,
Speaker:but if there is many different, uh,
Speaker:Barrier various, geez, I'm blanking on the name.
Speaker:If there's many different variants, is that the reason
Speaker:why there's a thousand skews?
Speaker:Is it like, you know, a hundred skews and 10 variants?
Speaker:We'd actually want to build it out to all of the first variant or the
Speaker:most popular variant I should say.
Speaker:But if it's actually a thousand unique skews, we would
Speaker:launch multiple performance.
Speaker:Max campaigns, just using the same exact daily budgets.
Speaker:It acts the same because performance Mexican remarket,
Speaker:other performance, max traffic.
Speaker:So it's essentially like if you have two, 500 our campaigns with
Speaker:500 skews, you have one, $1,000 per day campaign with a thousand skews.
Speaker:It's kind of like that.
Speaker:They'll still tied together.
Speaker:Keith,
Speaker:uh, I just Google Michael, by the way, he's like legit famous.
Speaker:Hey, happy to have you on board Michael and get your autograph.
Speaker:Uh, Steve bubbles.
Speaker:I duplicated a PM campaign, but only 52 of my 96 asset groups copied over.
Speaker:Tried it twice.
Speaker:Same results.
Speaker:Is this normal?
Speaker:No, that's just the worst thing I could possibly.
Speaker:Yeah, I would try, uh, Google ads, editor, Quill editor supports BMX now.
Speaker:So try and see if you can export it and then import it or sorry, export it.
Speaker:Then post, I guess is what's called, uh, arms of Andes.
Speaker:If our PMX does not have the desired role, as would you
Speaker:recommend a DSA campaign with TCPA?
Speaker:Oh yeah.
Speaker:I mean, that's the thing too.
Speaker:Performance max can stand really well on its own.
Speaker:And if it can't throw in all the other campaigns you're running before.
Speaker:Um, so here's what we say is like smart shopping.
Speaker:Can't run it with BMX.
Speaker:Everything else will fight.
Speaker:That's not bad.
Speaker:It just means that the area that performance max is going, is
Speaker:that going to be better than what you're currently doing or worse?
Speaker:So it's not a, here's how to change everything into performance backs.
Speaker:You can, I've done it many times and I've had much better success, but I've
Speaker:also had the times where I've added it on and just gave it like a 30% bump.
Speaker:I've had times where I added on and fail.
Speaker:Sometimes I don't start at all.
Speaker:Don't stick to any golden rules.
Speaker:Remember when I've, when PMX first came out.
Speaker:One of our first, I think lines that said there's no more golden rules anymore.
Speaker:Like that's still true.
Speaker:Everything is so unique now.
Speaker:So if it doesn't have the desired row as reduce, spend, and start to
Speaker:look at why look at your targets, are they well, look at your assets.
Speaker:Are they well built out or using 20 images, five, uh, videos
Speaker:and five headlines by long, how there's five descriptions?
Speaker:Do you have them replicated four different ways to different targets?
Speaker:All those things too.
Speaker:You have to, you have to, and then have you given it six weeks without.
Speaker:Like all of those things are still the standard operating procedure, but
Speaker:don't make it like so focused and say, this is the future right up your max.
Speaker:No, it's it is.
Speaker:But you grow into it.
Speaker:Um, you want to do rapid fire.
Speaker:Let's do it toy.
Speaker:Snip.
Speaker:What is the best way to use top performing audience segments insights?
Speaker:Should we add these insights for audience signal of each asset group?
Speaker:And is Google optimize for us?
Speaker:No, I wouldn't actually add any of those.
Speaker:The problem is the top performing audience, segments insights in your Google
Speaker:ads account, or even your analytics are sometimes just because it's like, Hey,
Speaker:the people that are interested in mother's day shopping also needed a can opener.
Speaker:Well that's because people that are shopping from are they shopping?
Speaker:Those 10 people also may can opener, but don't go after everybody that's
Speaker:interested, motivate shopping.
Speaker:That was just a picture of the personality that.
Speaker:So I wouldn't, I wouldn't start there now fixed to their personality that way.
Speaker:That's uh, sir.
Speaker:Hey, we're responding to the previous thing that we went over when you
Speaker:were asking, what would the, the, the cost of the CPC search terms are only
Speaker:long tail keywords from our products.
Speaker:And the average CPC was 15 cents.
Speaker:If it was long tail keywords and 15 cents, I wouldn't do Pemex.
Speaker:I was scale the crap out of that thing.
Speaker:I wouldn't, I would not, if you're getting 15 sec clicks and $2 conversions
Speaker:scale, that thing to the moon and Ben launch P max, John is your SOP manual
Speaker:CPC first with the phrase match for all accounts BMX, no pure, broad, very
Speaker:broad, automated bidding strategies.
Speaker:I don't use manual CPC very much at all, unless I'm going after like a stupid ball.
Speaker:Like we have a client that we tried to get max for.
Speaker:Didn't really work.
Speaker:I'm like we have to pay $65 a click for injury accident, attorney or
Speaker:me like, then, then I'll need.
Speaker:Jay, you mentioned a prior video that you run a remarketing campaign
Speaker:in addition to Pemex, would you do this even if you're targeting new
Speaker:and old customers with peanuts?
Speaker:Yeah.
Speaker:So BMX is more heavily derivative to a new customer.
Speaker:So it says, say I have 10 people who I can remarket.
Speaker:I have 10 new people, ill choose eight of the new people and two of the old.
Speaker:So the other eight of the old are just kind of hanging out and
Speaker:not getting impressed with us.
Speaker:So run either a discovery, remarketing at display or
Speaker:marketing or YouTube remarketing.
Speaker:We've had some display, marketing's just blow up and make everything amazing.
Speaker:We've had some displeasure, marketing's kill everything and then YouTube,
Speaker:remarketing blow up everything again.
Speaker:I'm getting 800 ROAS on my YouTube remarketing after launching P max.
Speaker:When I couldn't get over like 200.
Speaker:So test different styles of remarketing, max, just thinking about hidden
Speaker:fields Legion, uh don't know if it prevents bot traffic from converting.
Speaker:We're trying to S yeah, our CTO tried this and then Glenn, one of
Speaker:our CMEs came up with this honeypot.
Speaker:They kind of work, but not really.
Speaker:And it's problem too, is it's not, it's not click farms.
Speaker:Um, good thing to know match.
Speaker:They excluding vocation does not relevant to dreads, uh, India, China, does that
Speaker:have an effect on bots even states that you don't want to target now?
Speaker:No, because the boss or the click farms use VPNs the United States.
Speaker:And so Google ads, like I only received a click from United States since like
Speaker:the, the lead says I live in India.
Speaker:Ha like, I mean, just that obvious,
Speaker:uh, since we have 74 asset groups and limited to a hundred, how do you recommend
Speaker:integrating the digital audiences?
Speaker:Do I grew up multiple audiences under the same asset group?
Speaker:Uh, I would actually launch different PMX campaigns because it's
Speaker:still remarket in and of itself.
Speaker:So that's the thing too is you can have five new Mex campaigns even
Speaker:going after the same listing groups and the strongest asking group
Speaker:will win, but they will share.
Speaker:So be mindful of your attribution model, Tommy for sale like
Speaker:black Friday, cyber Monday.
Speaker:If I added it as a promotion extension on my whole account, does it reset
Speaker:the learning of my campaigns?
Speaker:That's a standard procedure.
Speaker:That's what I was saying is I add a promotion.
Speaker:Oh, um, well would you say promotion, extension, uh, are we talking
Speaker:about through GMC promotions?
Speaker:Are we talking about like, through an ad extension?
Speaker:I don't know what that means.
Speaker:Um, but I add it to the whole account and it does do better.
Speaker:Um, there will be a lull after the sale, but it comes back pretty much easy.
Speaker:Dave claims that he's famous.
Speaker:Uh, Dave, I still understand if you need to leave Pemex alone that long.
Speaker:Uh, who do you, who you do anything?
Speaker:What, who do you do anything time sensitive.
Speaker:Oh, how do you, how do you do anything time sensitive?
Speaker:Are you drinking to, uh, do, uh, do promotion extensions work in Pemex?
Speaker:No.
Speaker:So that's the thing is they don't the promotion extensions don't work at PMX.
Speaker:Um, the, uh, promotion extensions only will work in GMC, inherited
Speaker:through PMX and then you'll need to use, um, well, not yet.
Speaker:Anyway, promotion extensions may work, uh, but they don't.
Speaker:Um, but that was the thing is like, if you do anything time sensitive,
Speaker:that's what I was saying before is you have to do it only through GMC.
Speaker:You don't touch your PMX campaigns.
Speaker:I have done it through PMX campaigns till I'm blue in the face.
Speaker:And then every single time it's like, well, that sales sucked.
Speaker:It's like, no, it's just, it took too long out of my sport.
Speaker:So if you want to launch a black Friday cyber Monday sale in September, yeah.
Speaker:I'll be really locked twice for that sale, but you run that sale all the way
Speaker:until that at that point, uh, Dylan says when you add budget for Pemex, whenever
Speaker:I've hit goal that is consistent for two to three weeks, Matt Nightingale,
Speaker:best performing audience signals.
Speaker:You've tried audience affinity in market keywords websites in market,
Speaker:uh, with an overlap of affinity, uh, or sorry, dumb audience singles best
Speaker:is keywords that it's in market.
Speaker:And then it's, um, affinity.
Speaker:And then it's words perform.
Speaker:Yeah.
Speaker:Only because the DSA portion is a good majority of the traffic.
Speaker:The in-market goes more towards outbound campaigns, like YouTube
Speaker:GSPs search, display, and discover.
Speaker:But if you're in your two main areas of BMX are DSA and shopping.
Speaker:Um, so that part, when you give it keywords, the people that convert are
Speaker:still typing in a keyword into Google to get either the search or shopping.
Speaker:Yeah.
Speaker:I just always thought in market was going to be, I mean, Google knows what
Speaker:people want when you overlap those two.
Speaker:That's when it's great.
Speaker:Um, so all of our members and subscribers, thank you so much.
Speaker:We love you dearly.
Speaker:We're going to see you next Friday in the meantime.
