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Google Ads Strategy When Taking Over a Failing Campaign Part 2

John Moran analyzes a failing campaign in this live internal training with the Solutions 8 team. In the last part of this two-part series, he talks about the challenges of scaling with Performance Max campaigns. He also shares why he doesn't run a lot of PMax campaigns anymore.

Aside from recommending some campaign settings to be adjusted, John also emphasizes the key performance indicators (KPIs) Google Ads managers should focus on when evaluating campaign success. He also touches on the importance of understanding client activities on other platforms like Meta and their potential impact on campaign performance and attribution. Listen to this episode to learn more about John's approach when taking over a failing Google Ads campaign.


Watch Part 1 here if you haven’t seen it yet:   

 • ⚠️ Google Ads Strategy When Taking Ov...  


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How to Measure Success in Google Ads:   

 • How to Measure Success in Google Ads  

💣 The Secret to Google Ads Success: Mastering Media Efficiency Ratio (MER):   

 • 💣 The Secret to Google Ads Success: M...  

🚀 Measuring Ad Success: Key Business Metrics Beyond CPA and ROAS:   

 • 🚀 Measuring Ad Success: Key Business ...  

🚀 Why I'm Moving Customers OFF of Performance Max:   

 • 🚀 Why I'm Moving Customers OFF of Per...  

💣 Google Ads Guide on How to Switch From Performance Max to Standard Shopping:   

 • 💣 Google Ads Guide on How to Switch F...  



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Transcript
John Moran:

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

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of the reasons why is I just, I can

never scale it and I couldn't really

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generate demand past a certain point

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I, and here's a weird thing is I

have not had good luck lately by

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running PMAX and standard shopping.

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Next to each other.

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It's always been like a 95 five.

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Like I have not been able to do my old

strategies from, one and two years ago.

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Like they just don't run nowadays.

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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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Even though the categories are different.

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Oh, no, that works.

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Sorry, Glenn.

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I thought you were saying run

let the PMAX do the prospecting

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theoretically by taking zero S off.

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But then maybe cause that thing's

going to go wherever it frigging wants.

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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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We could definitely try it here.

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I wouldn't bank on it.

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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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so that it can predict when it's going to

be able to convert inbound on shopping.

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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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So that's a theory that I have.

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I don't run too much PMAX anymore, but

that's the, one of the reasons why

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I can never scale it and I couldn't

really generate demand past a certain

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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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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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the other thing like for Android,

get an understanding with the client

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by saying, we're looking at, three

main things, media efficiency ratio

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and CAC and new customer volumes.

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does new customers go up?

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Yes.

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Does the cost of first time

customers stay the same?

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Yes.

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Does media efficiency

ratio stay about the same?

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Yes.

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Okay, good.

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Then just keep pushing until next

week when we say, how did that go?

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but those only those three things,

just media efficiency ratio, because

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I have no idea what the button,

the new versus returning customers.

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But if we push too hard on new and

we outpace a returning, even if

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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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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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It just means that we're

restricting it too hard.

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What if we released it?

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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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Then we're in the clear.

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But if it's no, we

spend, 10 grand a month.

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Then we got to look at overlapping

campaigns, that kind of stuff.

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Cause our conversion methodology

right now is, did we earn a

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click regardless of where it was?

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Which is sometimes also meta.

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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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shows smaller spike in revenue.

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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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coming back to our main site.

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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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that's a bunch of organic

traffic is what GA4 says.

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Yep.

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when I looked at it, all

the terms are our brand.

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They are brand?

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Yep.

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that might be an indication that

Meta is actually doing a lot.

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Cause if it is a lot of organic traffic,

Majority is from this is the brand name.

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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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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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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

About the Podcast

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