How to Identify Your Top Conversion Path Using Northbeam

John: 00:00:11

So let's go into the first more specific thing mm-hmm.

John: 00:00:13

Which is you wanting to talk about or show off identifying the top

John: 00:00:17

conversion path between non-brand prospecting channels and Google brand.

John: 00:00:22

How do, how do people go about doing this?

John: 00:00:24

And if this is a hot tip, what are the ways they can do this

John: 00:00:27

to optimize that paid search.

John: 00:00:29

Absolutely.

John: 00:00:29

So I guess what I'll do is I'll share an example of a client and why

John: 00:00:33

there is some, fallacies built in not necessarily fallacies, but I would say

John: 00:00:37

some common misconceptions sometimes.

John: 00:00:40

Mm-hmm.

John: 00:00:40

That people assume when they look at kind of the overview page, cuz

John: 00:00:43

they don't quite understand why.

John: 00:00:44

this here is a current client of ours and what you'll see here is that the.

John: 00:00:49

Cost of acquiring a new customer is very inexpensive at, 30 compared

John: 00:00:52

to, let's say, Facebook ads.

John: 00:00:53

And the media efficiency ratio is, is, about a hundred percent

John: 00:00:56

higher or a hundred percentile points higher than Facebook ads.

John: 00:00:59

However, you see most of the spend going to Facebook and less going to Google.

John: 00:01:03

Now, a person here would say, aha, well just scale Google.

John: 00:01:06

Makes sense.

John: 00:01:07

It, performs better cheaper caps.

John: 00:01:08

we have a very good amount of transactions, 3000

John: 00:01:11

compared to eight of the 18.

John: 00:01:13

Okay, why don't we push harder here?

John: 00:01:14

And that's because these two are working so closely together that

John: 00:01:18

Facebook is a better prospecting.

John: 00:01:21

Channel for this client.

John: 00:01:22

it is not always.

John: 00:01:23

It's just for, it is for this client.

John: 00:01:25

So when we're looking at the conversion pass, what we're identifying is,

John: 00:01:29

well, why does Google look good?

John: 00:01:31

But Google always rises and falls, well, not always, but very

John: 00:01:34

closely aligned with Facebook.

John: 00:01:36

It always rises and falls with the, the effectiveness of Facebook.

John: 00:01:38

And how are those two helping each other?

John: 00:01:40

You kill one, the other dies.

John: 00:01:42

that's true of whether you pause Facebook or you pause Google, but if you increase

John: 00:01:45

it, the other one also increases.

John: 00:01:46

So those trends that I'm talking about can be identified inside of

John: 00:01:50

this area here, it's called cus Pass.

John: 00:01:52

But this is basically the conversion path of what a customer has taken.

John: 00:01:55

So one of the things that I, I look at very frequently the click paths,

John: 00:02:00

because it's usually going to be indicative of the view paths as well.

John: 00:02:04

If you're getting views that ultimately click or you're getting clicks, that

John: 00:02:08

ultimately click tracking those two trends as to cross-channel attribution

John: 00:02:11

is gonna help you identify Aha.

John: 00:02:13

The reason why Google any specific channel instead of Google looks good

John: 00:02:17

is not actually because of Google.

John: 00:02:19

It's also because of another, another.

John: 00:02:20

Channel, but the overlap, the way that auto targeting works in performance

John: 00:02:24

Max, for example, is simply going to scoop up conversions wherever it can.

John: 00:02:29

So we leverage that.

John: 00:02:30

One of the ways that I use this here is if you take a campaign by label

John: 00:02:34

and you say, we'll track all of these channels here except for Google Ads,

John: 00:02:39

which is our brand campaign, and then matched the next path, which is.

John: 00:02:44

Only Google ads and not the other channels.

John: 00:02:46

So you're saying the 34 of the 35 first click, and then what

John: 00:02:49

ended up happening to brand?

John: 00:02:50

You can identify why a brand or why a remarketing element

John: 00:02:55

instead of Google is working Well.

John: 00:02:56

So this is out of 641,000 in the last 60 days of revenue.

John: 00:03:00

So 13,500 sales.

John: 00:03:02

Fairly consistent.

John: 00:03:03

sorting, descending by transactions.

John: 00:03:05

this pmax.

John: 00:03:07

So late upgraded campaign and the brand are a lot of times

John: 00:03:10

the last click in the channel.

John: 00:03:12

Now that's okay.

John: 00:03:13

But what is happening first?

John: 00:03:14

Well, we can ignore the directs cuz we do have a lot of return traffic that

John: 00:03:17

do get remarketed that is going to say, okay, so this is not necessarily

John: 00:03:21

having a really good result on overall revenue, which is what that

John: 00:03:24

overview page WA was, but potentially.

John: 00:03:27

Earning some attribution by remarketing your existing customers.

John: 00:03:30

That's the first thing that we have to understand.

John: 00:03:32

That means it's not necessarily scalable because we're just gonna start to

John: 00:03:35

remarket our existing users harder.

John: 00:03:37

Sure.

John: 00:03:38

If you have a lot of direct that's coming back, we have to look at the

John: 00:03:40

splits next, but this here is a really, really good indication, advantage

John: 00:03:44

plus shopping, and then a pmax click and those paths are 40 people took

John: 00:03:48

that path and 40 people converted.

John: 00:03:49

That's a hundred percent conversion rate between those two paths.

John: 00:03:52

And there's, there's thousands of paths here that we can analyze,

John: 00:03:54

but we're looking for the top.

John: 00:03:55

So then we look at, okay, what other commonalities we

John: 00:03:57

see Advantage Plus shopping.

John: 00:03:58

We see another pax, we see Advantage Plus shopping, then we see a

John: 00:04:01

brand, we see another Vantage Plus shopping and we see another brand.

John: 00:04:03

So we're starting to track trends.

John: 00:04:04

Advantage Plus shopping in Facebook is helping Google and is also

John: 00:04:09

helping Advantage Plus shopping.

John: 00:04:11

The reason why is because those are two campaigns that are using

John: 00:04:14

auto targeting designed to repeat an impression and repeat a click in

John: 00:04:19

order to get a conversion together.

John: 00:04:21

So if you stop showing up or remarketing, single click advantage plus shopping

John: 00:04:26

campaigns, advantage plus starts to hurt.

John: 00:04:28

If you stop feeding Performance Max brand new users from a different channel,

John: 00:04:32

that it can scoop up the that easy 10 cent, 20 century marketing clicks.

John: 00:04:36

If you stop, hey, management shopping, Google's going to hurt.

John: 00:04:38

Cuz we're, we're removing that feeding engine.

John: 00:04:40

Mm-hmm.

John: 00:04:41

So identifying those overlaps and not necessarily looking at just the first

John: 00:04:45

overview page where I say, well, Google looks better than Facebook scale Google.

John: 00:04:49

The understanding the why is going to be very good because again,

John: 00:04:52

this is just the click paths and you know this better than anybody.

John: 00:04:56

People that see things on Facebook four, five, or six times, the first thing

John: 00:04:59

that they do if they're ready to buy, if they didn't click is open up a new tab.

John: 00:05:03

Google that brand name, that's what people do.

John: 00:05:05

So identifying even just singular click points can also be very, very important.

John: 00:05:10

And the singular click points here, for example, would be, if I'm looking

John: 00:05:13

at just overall conversion paths, just out of nowhere, it looks like

John: 00:05:18

Google has more revenue and more transactions than Facebook, but.

John: 00:05:23

This is the click path.

John: 00:05:24

It's not the view to Converger path.

John: 00:05:26

I would say probably one third of the people that are in this

John: 00:05:29

first show here at Pax probably got an impression from Facebook.

John: 00:05:34

and nor people will actually tell you that too.

John: 00:05:35

We can, we can see when you change the click and views, watch this.

John: 00:05:38

So we have a $50 cack on Facebook and a $30 kack on Google.

John: 00:05:42

Change it to click in views, and you'll see here that it's 44 31.

John: 00:05:46

So Facebook got a little better.

John: 00:05:47

Google got a little worse.

John: 00:05:49

So the ca so they start to more be more closely aligned, and that's

John: 00:05:53

when you're seeing that the top line is looking very, very good.

John: 00:05:56

We have $31 cost per acquiring a customer, and we spent 350 K on it last week.

John: 00:06:00

That's a very good new customer growth, but identifying how they work

John: 00:06:03

together, not how they're separate and using those top conversion paths.

John: 00:06:06

You can see aha.

John: 00:06:07

The overlap here is, is quite often, quite often together only on only on clicks.

John: 00:06:11

Yeah, I mean it's I think it starts to bring clarity to, you know,

John: 00:06:16

instead of looking at it, oh, we know they depend on each other.

John: 00:06:19

We're not sure how, which is big.

John: 00:06:20

Mm-hmm.

John: 00:06:21

I think, is this something that with.

John: 00:06:23

I mean, obviously this is a North Beam webinar and not trying to hide it, but

John: 00:06:27

like is this something that someone could do if they didn't have North

John: 00:06:30

Beam or is this something that really North Beam allows you to do uniquely?

John: 00:06:34

versus, I mean, obviously you could probably try to, you

John: 00:06:36

could get some of this in.

John: 00:06:37

GA four.

John: 00:06:39

If we can find it.

John: 00:06:40

If we can find it, or we trust it.

John: 00:06:42

Yeah.

John: 00:06:42

If it's not direct and unattributed, 30% that's left.

John: 00:06:45

Yeah, yeah, yeah.

John: 00:06:46

There you go.

John: 00:06:47

Yeah.

John: 00:06:47

So, yeah.

John: 00:06:49

so the answer is kind of, but this is one of those things That

John: 00:06:51

tool really helps you to start to clarify simple conversion path.

John: 00:06:55

it's a validation of your suspicion is what I've been calling it.

John: 00:06:58

I've had so many times where I've run a Performance Max campaign and the client's

John: 00:07:01

been running Facebook campaign where all of a sudden I see performance Max,

John: 00:07:04

nothing changed, and all of a sudden, you know, spend stayed about the same.

John: 00:07:07

Conversion rates stayed about the same, but all of a sudden

John: 00:07:10

my CPC increases, my conversions decreased by 2020 5% for no reason.

John: 00:07:15

Mm-hmm.

John: 00:07:16

And then when we meet with the client, we say, and started saying, okay,

John: 00:07:18

what were you doing on Facebook?

John: 00:07:19

Oh yeah, we paused these five campaigns.

John: 00:07:21

They didn't look good.

John: 00:07:22

Ha.

John: 00:07:23

So started to just overall experience by identifying what's going on Google,

John: 00:07:27

identify what's going on at Facebook, and then finding that when I started to

John: 00:07:30

crank up Pax, my performance Max didn't actually take much more attribution, but

John: 00:07:34

then Facebook started to look better.

John: 00:07:35

Sure.

John: 00:07:35

So when we used Nian, we said, this is it.

John: 00:07:37

This is what I figured is, overlapping.

John: 00:07:39

Mm-hmm.

John: 00:07:40

and then you always get the client where Facebook's like, I made 10 sales.

John: 00:07:42

And Google's like, well, I made 10 sales.

John: 00:07:44

The client's like, I only made 10 sales.

John: 00:07:46

Like, what are you guys talking about?

John: 00:07:47

Right?

John: 00:07:48

So yeah, those two rise and fall together.

John: 00:07:50

And when you see things happening in Google when you're using automatic

John: 00:07:53

target like Pax, when things just go haywire, look elsewhere.