Google Ads Demand Gen Campaigns: First Results

John: 00:00:11

Hey everyone, this is Jon Moran.

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Today, we're going to talk about

demand gen campaigns and why they

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might look like they're doing

better than they actually are.

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Always verify things with data.

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That's what this is going to teach us.

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So we have a campaign that has

been running for a little over

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three weeks for the client now, and

it's a demand gen campaign here.

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Now we spent in the last 30 days.

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Since it hasn't been running the full

time, we've spent 30, 000 since August

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28th, and it's now September 18th.

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So about 20 days spending 30 grand

we've actually seen some pretty massive

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changes in the account that looked good

initially, but then fell apart as soon

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as you start to dig a little bit deeper.

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So I'll share with you

the top line results.

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Cost peaked on August

24th at 33 K again, at.

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September 14th at 35 K.

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So pretty much, the same

cost, give or take like 2K.

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But conversions peaked at

137 and then peaked at 377.

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So that's a massive

increase in conversions.

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And it all has to do with

this new demand gen campaign.

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This demand gen campaign is all of

a sudden seeing 1, 500 conversions.

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It's our biggest conversion generator

in the account or so we thought.

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Let's split it in half

and actually dive in.

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Let's take a look at a little bit

closer as to what we're seeing.

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So looking at the last 14 days

compared to the previous 14 days,

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you can see the cost went up 9.

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48 percent of the conversions.

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And then conversion by conversion

time are both up 80 percent or more.

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So that's a massive

increase for same costs.

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And all of a sudden being able to

get go from, 1, 400 conversions,

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adding 1, 100 to it to 2, 500.

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That is huge.

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Why?

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. Demand gen shows that it

went from 205 to 1, 334.

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That's a big increase.

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That's a 550 percent increase with

only a 52 percent increase in cost.

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when things are too good to be

true in Google ads, most likely is.

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So we started to dig a little bit deeper.

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We started to look at

the conversion actions.

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We see that the Demand Gen has

that Info Kit request all of

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a sudden spike up like crazy.

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And so we looked and said

where are these coming from?

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We see that the Info Kit request

up to: 1400

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That's a 90 percent increase.

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That's amazing.

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We should see some good

qualified leads from that.

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We didn't.

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We actually saw less by time,

a little bit more by click.

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Actually lost 7%.

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Here, and I gained 1 percent

that's odd qualified leads

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means that this people have been

contacted and they're interested.

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Now you can say conversion delay,

but that's not really necessarily a

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thing in the last 14 days compared

to previous 14 days is only down 7.

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If we had 90 percent more leads, I

should have more qualified leads.

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Where are they?

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And that's what I'm saying.

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We're importing these back in.

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I was like, what?

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Where would they be going if

we're importing these leads back?

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And I should see a higher volume.

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And that's when we started to dig

into what type of conversions it was.

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When you look at ad event type, we

can see that the demand gen has an

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engaged view conversion that has

spiked up to a thousand more than it

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did the previous two weeks went from

to: 1334

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which is good now relevant to the cost.

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It's about average, but when you're about

for all of the other campaign types,

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but when you look at the actual engage

view conversion, that went up 847%.

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That's why these people

aren't in our system.

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They're not newer people.

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There are just people that were

going to be converting anyway,

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that simply were shown an ad.

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And the way you identify that is

by looking at the format video only

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will actually tell you that demand

gen here, for example, has 1, 325

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conversions in skippable in stream.

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So YouTube, we see this with YouTube quite

often, where if you're not removing the

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warm traffic, when you're not excluding

90 days worth of website visitors or

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more, if you want to, but when you

don't exclude the website visitors, the.

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YouTube portion of any campaign type,

whether it be DemandGen, PMax, or

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YouTube, will start to get a crazy

amount of engaged view conversions to

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people who are already going to convert.

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Now, one of the reasons why this

is going to happen inside of

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DemandGen is because in our YouTube

campaigns, it stayed healthy

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because we're hitting a target CPA.

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So target CPA is kept up from

spiking up, but with maximized

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conversions, it doesn't matter

where it's going to attribute these.

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It's going to find them anywhere it can.

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And so it's found a bunch of Warm

audiences that it gets to take all of

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the engaged view attribution for now.

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That's what's interesting here.

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As we didn't actually see

any new traffic to the site.

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We didn't, or a little bit

new, but not as much not, 550

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percent more leads attributed.

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They didn't have UTM parameters either.

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We saw an increase in UTM parameters,

but where we didn't actually see the

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people filling out the form with the

UTM parameter of demand gen means that.

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This is the reason why we didn't really

have much of an increase in leads.

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We didn't have much of an increase

in the UTMs attributed to demand

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gen, but Google was saying, Hey, it's

doing 550 percent better this last

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two weeks than the previous two weeks.

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So that was verified by CRM data, but

also verified that when you look at that

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conversion action, the conversion action

of these info kit requests here didn't

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match the qualified leads that we had.

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They were the same leads.

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Now, the other part you can

say is creating demand.

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when we're looking at the brand campaign,

I am vastly outspending what I can

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actually attribute as a daily ad spend.

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What that means, if I look at the last

seven days for a quick example, and

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I segment by time and by day, we have

some slight ads limited by policy.

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That's not the reason only one out of 96,

but I'm trying to spend 45, 000 a day.

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With manual CPC, and I'm

getting a click share of 94.

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24.

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I am capturing literally every

single person that would ever Google

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our brand ever, and I can only

spend about 14 to 15, 000 per day.

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I am spending everything I possibly can

over the last 14 days compared to the

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previous 14 days with these, a thousand

new people, are interested in our info

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quit kit, I should see more branded.

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More branded search.

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More branded leads.

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I'm not, I'm actually seeing 14%

less inbound branded searches.

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So inbound branding conversions.

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So it's not necessarily generating demand.

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I'm still capturing the same

amount of click share as well.

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So my cost for conversion

has spiked up a bit.

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My cost has stayed about the same.

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My conversions are dropping, but that's

also due to those split attributions.

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So because Google can split

attribution with things, I'm seeing

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click engage conversions go down.

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My YouTube campaigns are also

suffering the same fate though.

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So when you see our

YouTube campaign here..

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Some campaigns are actually losing

performance and they're losing

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performance over a longer period of time.

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So that's, what's crazy is some

are going from 77 down to 42.

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This was stayed about the same.

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This new one here is, can't be

attributed to that, but then our

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main campaign is also losing.

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So my main campaign is

losing, stay the same.

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This one's new.

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So we're seeing less YouTube.

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We're seeing about 10 to 50

percent less YouTube, which is

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equating to 10 to 15 percent less.

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Inbound brand is search because we've

been running YouTube for a long time.

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The only outliers is Dimanjan,

but Dimanjan is now producing

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550 percent more leads.

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What ends up happening.

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And one of the reasons why we actually

don't even charge this client for

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their branded ad spend is because this

client has a lot of additional traffic.

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They have traffic from major

news networks, major influencers.

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National TV brand, announcers, but

like people with their own talk shows,

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they are influencers for this brand.

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This brand is, has a

great organic traffic.

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We are specifically targeting

very cold traffic demand.

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Jen is targeting warmer traffic and simply

inserting itself into the conversion path,

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showing an ad to a person that is ending

up converting within the same three days

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that campaign type is going to be tracking

a gate view conversion, counting it.

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It's own spiking, spend getting

a thousand more conversions, but

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our brand is actually suffering.

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Our brand search is actually

suffering conversions because of it.

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So is it generating demand

or is it attributing more

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existing demand to itself?

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That's the question.

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We're going to be going through a top

line study to see how much actual.

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More new leads we've

got that was qualified.

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Cause right now it is the exact

same with a 80 percent increase

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in overall account growth.

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Our actual leads amount are

the same and our brand campaign

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is actually having less.

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geNerated demand.

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This is John Rand.

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We're going to have more for you,

but I wanted to give you this quick

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tip just to say investigate a little

further, because if I saw my cost for

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conversion be cut in half and get 80

and 85 percent more conversions after

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running demand gen, you could be really

inclined just to triple or double that

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ad spend, because this looks amazing.

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We'd never seen this before.

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Always dig a little bit deeper.

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Always understand your conversion path.

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Always measure your end CAC.

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Those will protect you.

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Make sure you triangulate.

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Your metrics that you see inside

of Google ads, because sometimes.

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It's just Google getting better

at attribution and you'll be the

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one to lose if you base your long

term metrics off of Google's KPIs.

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Thank you so much.

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Bye.