Google Ads Strategy When Taking Over a Failing Campaign Part 2

John Moran: 00:00:11

I don't run too much PMAX anymore, but that's the, one

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: 00:00:14

of the reasons why is I just, I can

never scale it and I couldn't really

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: 00:00:17

generate demand past a certain point

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: 00:00:24

I, and here's a weird thing is I

have not had good luck lately by

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: 00:00:27

running PMAX and standard shopping.

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: 00:00:30

Next to each other.

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: 00:00:32

It's always been like a 95 five.

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: 00:00:34

Like I have not been able to do my old

strategies from, one and two years ago.

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: 00:00:38

Like they just don't run nowadays.

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: 00:00:40

for whatever reason.

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Even though the products are different,

John, I don't have this similar product.

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: 00:00:45

Even though the categories are different.

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: 00:00:46

Oh, no, that works.

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: 00:00:46

Sorry, Glenn.

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: 00:00:47

I thought you were saying run

let the PMAX do the prospecting

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: 00:00:50

theoretically by taking zero S off.

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: 00:00:53

But then maybe cause that thing's

going to go wherever it frigging wants.

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: 00:00:57

But at least if you had run standard

shopping beside it, maybe with the

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low T row ass, but do it as an RLSA.

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that's what I've been having no luck with.

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: 00:01:04

We could definitely try it here.

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: 00:01:05

I wouldn't bank on it.

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: 00:01:07

For whatever reason, the P max.

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Basically does his own RLSA because

it does remarketing also on shopping.

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And that's what maximize conversions

does really well is like it starts to bid

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higher for when a person has had a good

search term that PMAX was able to capture

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: 00:01:19

so that it can predict when it's going to

be able to convert inbound on shopping.

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: 00:01:24

how does TRO has work

on standard shopping?

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if it's a warm audience and it's a

second click, Even though there were

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cold first click in, in PMAX or standard

shopping, it will lock into that.

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Like that campaign now owns that person.

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it wins priority.

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that's what I've been thinking about is

the only way it's been able to predict

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on inbound is if it can control multiple

clicks in the path, even when it was cold.

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Which I think is a by product of,

Hey, this thing just will not let this

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person go to a different campaign.

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: 00:01:49

So that's a theory that I have.

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: 00:01:51

I don't run too much PMAX anymore, but

that's the, one of the reasons why

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: 00:01:54

I can never scale it and I couldn't

really generate demand past a certain

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: 00:01:58

point I'm talking like high spends.

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So that's why I think that my

strategies are different in here.

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: 00:02:02

I would just remove these, remove

the TROAS and just see if this

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thing can, when it spends daily

budget, what can it go up to?

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: 00:02:09

the other thing like for Android,

get an understanding with the client

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: 00:02:12

by saying, we're looking at, three

main things, media efficiency ratio

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: 00:02:16

and CAC and new customer volumes.

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: 00:02:18

does new customers go up?

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: 00:02:19

Yes.

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: 00:02:19

Does the cost of first time

customers stay the same?

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: 00:02:21

Yes.

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: 00:02:22

Does media efficiency

ratio stay about the same?

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: 00:02:24

Yes.

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: 00:02:25

Okay, good.

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: 00:02:25

Then just keep pushing until next

week when we say, how did that go?

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: 00:02:28

but those only those three things,

just media efficiency ratio, because

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: 00:02:32

I have no idea what the button,

the new versus returning customers.

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: 00:02:35

But if we push too hard on new and

we outpace a returning, even if

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: 00:02:38

NCAC is stable, we're going to throw

out the ratio that's going to and

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that's where they're going to hurt.

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a hundred new customers at 60 NCAC when

NCAC didn't change is great, unless

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they only had 10 new customers at 60

and, 500 returning customers, then

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we're going to have to really throw off

that balance, that equal equilibrium.

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So not NMR, but just MER.

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And new customer volumes.

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: 00:03:00

If those hold, it's really,

this is good that the costs

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and conversions are in line.

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: 00:03:05

It just means that we're

restricting it too hard.

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: 00:03:06

What if we released it?

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: 00:03:07

And also I would say before just

doing that as well, just get a sense

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as to what they're doing on meta.

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if it's oh, I'm only spending a thousand.

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Okay.

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: 00:03:14

Then we're in the clear.

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: 00:03:14

But if it's no, we

spend, 10 grand a month.

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: 00:03:17

Then we got to look at overlapping

campaigns, that kind of stuff.

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: 00:03:20

Cause our conversion methodology

right now is, did we earn a

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: 00:03:25

click regardless of where it was?

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: 00:03:26

Which is sometimes also meta.

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: 00:03:28

so because we don't have any necessarily

any sort of omni channel police, we

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could show a huge spike up in revenue

and soak in meta, but his bank cash

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: 00:03:35

shows smaller spike in revenue.

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: 00:03:36

were spending very much at all, to

be honest, just from GA4, sometimes

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meta teams will develop a landing

page and they'll throw their own,

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reason why I'm saying that is because

if they develop their own landing

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page and they throw their own, pixel

on there and they're doing well.

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The first thing that we're going to

see is organic traffic being high,

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which is what exactly what we saw

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because now people are just Googling

the brand name because the overflow

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from what they're not tracking

on their pixel landing pages by

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: 00:03:59

coming back to our main site.

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: 00:04:00

That's confirmed again, though,

with Google search console, do we

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actually have Google search console?

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Yep, we do.

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: 00:04:06

that's a bunch of organic

traffic is what GA4 says.

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: 00:04:09

Yep.

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: 00:04:09

when I looked at it, all

the terms are our brand.

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: 00:04:13

They are brand?

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: 00:04:15

Yep.

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that might be an indication that

Meta is actually doing a lot.

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: 00:04:17

Cause if it is a lot of organic traffic,

Majority is from this is the brand name.

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: 00:04:23

Got it.

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brand ROAS is at a 5.

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7, which is really healthy.

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And our click through rate's 53%,

which is people are looking for us.

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: 00:04:32

And I don't believe that's being

generated by the downturn of PMAX.

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So there's something else there.

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Either this company's been in business

20 years, which if they're ready to

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close up shop right now, I doubt it.

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they have a bunch of existing

customers or metas doing well.

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So we just have to verify that

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: 00:04:46

if that is doing well, then

remarketing audiences removed would

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hurt our campaigns, which would also

be another point in the direction

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that maybe that is doing well