Scaling Performance Max Campaigns for eCommerce Part 1

john: 00:00:11

When we're talking about different ways to scale a commerce.

john: 00:00:13

The first thing we have to identify is since we will be running performance,

john: 00:00:16

max free eCommerce, because it's the most powerful campaign type.

john: 00:00:19

What we have to identify is what are the areas that are not working?

john: 00:00:23

What are areas that may be suffering?

john: 00:00:25

eCommerce is direct response by nature.

john: 00:00:28

That's what eCommerce is.

john: 00:00:29

That's why we measure it.

john: 00:00:30

Usually with new customers in row as, and at least CAC

john: 00:00:33

it's, very new customer focus.

john: 00:00:36

So if we're already launching performance max, so we already know

john: 00:00:39

that the areas that performance max are going, where else should we go?

john: 00:00:42

That's towards the goal.

john: 00:00:44

So what's interesting.

john: 00:00:45

There is performance max found the channel that works the best.

john: 00:00:48

That's what its job is.

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And then it remarks those people internally to the lowest hanging fruits.

john: 00:00:52

That's why performance max works so well for e-commerce, but

john: 00:00:56

we have to identify is that.

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channel actually working.

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And then what else can we add to it?

john: 00:01:00

Facebook is still very, very, very powerful.

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I'm not gonna be, The Google ads agency owner here is saying

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that Facebook works well.

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It does.

john: 00:01:13

This is something actually that we don't do much.

john: 00:01:16

We usually leave a lot of this up to performance max, but there is ways

john: 00:01:20

that you can start to identify a very specific portions of your performance.

john: 00:01:24

Max are failing.

john: 00:01:26

So performance.

john: 00:01:27

Max gives you a few.

john: 00:01:28

Kind of key insights into what it's liking and what it's not.

john: 00:01:32

So when we're talking about different ways to scale it commerce, the first

john: 00:01:35

thing we have to identify is since we will be running performance,

john: 00:01:38

max free eCommerce, because it's the most powerful campaign type.

john: 00:01:41

What we have to identify is what are the areas that are not working?

john: 00:01:45

What are areas that may be suffering.

john: 00:01:47

And let me pull up a account and I will share screen here.

john: 00:01:52

So that we can see what would be working and what would not be working.

john: 00:01:57

Now, if we have nor beam we can use nor beam also to help us identify this,

john: 00:02:02

but I'm gonna use this training first into saying where, how we identify.

john: 00:02:07

What's not working.

john: 00:02:08

Yeah.

john: 00:02:08

All right.

john: 00:02:09

So.

john: 00:02:10

This is one of the areas that we're going to look for instead of a

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performance max campaign and say, okay, well, how can we supplement?

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So when we're looking at, I'll just use this one, for example this campaign

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here we have, our RO as goal is 1.07.

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So we're already doubling the RO as goal, which is good.

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And this is just in the last seven days, but now we need

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to identify what's working.

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What's not.

john: 00:02:31

So the first area, and this is something we've covered already, but

john: 00:02:34

so it'll be a little bit of refresher.

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is YouTube working inside of.

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So the first thing that we're gonna do is go into our columns and add our views.

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Also add our whoops view rate, and then we're also going to

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add our average cost per view.

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Now, what this is gonna tell us is an insight into how the YouTube campaign.

john: 00:02:53

I know I have.

john: 00:02:55

Drug use policy.

john: 00:02:56

There we go.

john: 00:02:56

This is what is gonna help us identify as YouTube actually engaging and now know

john: 00:03:01

that YouTube inside of performance, max is more heavily skewed towards remarketing.

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So we're talking about creative ways, to scale eCommerce.

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The YouTube portion inside of performance.

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Max is only used when it does.

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Good new customer engagement that starts to convert.

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If it's more heavy shopping or if it's more heavy search, which we're

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gonna look at identifying that way.

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Now you're gonna see the YouTube turns more into remarket.

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So we can't simply just go into a campaign with the performance max running

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and just start adding campaign types.

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What that will do is actually start to compete and start to pull out

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of a performance max campaign.

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And if it's a very similar audience, what we find is that well, performance

john: 00:03:39

max used to sell $10,000 in, products a week, and then we start YouTube and

john: 00:03:44

now YouTube sells 3000 performance.

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Max sells.

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What we didn't scale, we just did is just divide, which isn't a really good way

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to creates not a creative way to scale.

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So we have to identify the creative ways to scale by saying, where

john: 00:03:54

can we expand into, so inside of this, this campaign here, what

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we're gonna look at is the views.

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So the views are gonna be specific to YouTube.

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And we're gonna see here that we have no views.

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We have no view rate.

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We have no average cost per view.

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So right now YouTube is not running at all.

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Inside of this performance max campaign.

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That's good to know.

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It did at one time it was running and now it's not running at all.

john: 00:04:17

So we're getting a two X return though.

john: 00:04:18

Okay.

john: 00:04:19

So what about shopping?

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Well, if we know that this campaign here has sold 139 conversions,

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where are they coming from?

john: 00:04:29

So the unknown right now is gonna be the display G S P and discover,

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which we know for a fact is not.

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eCommerce.

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It's not heavy direct response, not inside performance max.

john: 00:04:40

Anyway, so we have to look at well, is it search or is it shopping now?

john: 00:04:45

If we remember the number 139, we can go into our listing groups, actually, before

john: 00:04:51

we do that, just know that this 1 39, I'm using conversions by conversion click.

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I'm not using conversions by conversion time.

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It's very important because when you go into your listing groups, they default

john: 00:05:01

to only conversions by conversion, click, not conversion by conversion time.

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So I wanna measure the same metric throughout your investigation so

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that you're not saying like, wait a minute, this is actually showing more.

john: 00:05:13

Why is that?

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Not match up?

john: 00:05:14

So use a conversion.

john: 00:05:16

That is not gonna be by conversion time.

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Use it by the click and I'll share, share with you.

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Why?

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So?

john: 00:05:20

139 conversions.

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And we hop into our products here as an example, and we see, well,

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what's, selling well in that last seven days, I see three and one, four.

john: 00:05:33

So four has sold inside of my listing group out of a hundred

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thirty nine, a hundred thirty five did not come from my shopping.

john: 00:05:41

Now, I know this already to be the case in this one.

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That's why I'm using this as an example is because we have a heavy amount of

john: 00:05:48

search and not heavy amount of shopping.

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We actually already tested shopping in this account before and failed miserably

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because we know that the competitor in this, brand's competitor spends 12 times

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more than what we do just on shopping.

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And they also pay more per click than what the product is actually worse.

john: 00:06:08

So.

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So we're getting priced outta shopping performance.

john: 00:06:12

Max identified that still brought us a two X return.

john: 00:06:15

It just did not come from the shopping portion.

john: 00:06:19

So now this is one thing that we would say is a creative way to increase as well.

john: 00:06:24

We haven't really tried to strategically outpace our competitor inside of shopping.

john: 00:06:31

That's an area for expansion.

john: 00:06:32

That would be one way to creatively scale e-commerce is to run a

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standard shopping campaign.

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Let's say I maximize.

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So that we can try to get as much viewership and traffic as possible

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without basing it off of what?

john: 00:06:45

Well, my RO as is terrible.

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Now, what else am I gonna do?

john: 00:06:48

It's an expansion opportunity to creatively scale eCommerce.

john: 00:06:51

We're running performance.

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Max is already giving us the return and the RO as that we need

john: 00:06:54

on the channel though, that we are not currently engaged in.

john: 00:06:58

now what we look at here, well, if we look at the sizes tab in the

john: 00:07:01

same, same area, out of 139 sales.

john: 00:07:05

This is not a glitch.

john: 00:07:06

I'm interrupting the video you're watching because I need to remind

john: 00:07:09

you that I'm always looking for people to join our team.

john: 00:07:11

So if you're passionate about Google ads and you wanna work with the best

john: 00:07:13

Google ads agency on the planet, please go to so late.com/apply.

john: 00:07:17

Speaking of working with the best Google ads agency on the planet, if you're having

john: 00:07:20

trouble with Google ads and you want professional help, that's what we do.

john: 00:07:24

You can go to.

john: 00:07:24

So lake.com that's S O L eight.com to apply for your

john: 00:07:28

free no obligation action plan.

john: 00:07:30

And if I've.

john: 00:07:31

Any level of value at all.

john: 00:07:32

Maybe think about giving me a thumbs up and subscribe to our channel.

john: 00:07:35

That's how we choose the YouTube algorithm.

john: 00:07:37

So they actually know that I know what I'm talking about.

john: 00:07:38

If you have questions, comments, concerns, or confessions hit

john: 00:07:40

me below in the comments.

john: 00:07:41

And now back to your regularly scheduled program, we see that 65.

john: 00:07:47

Now this is, this is gonna be removed.

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We actually just been thinking all of our brand last week, it

john: 00:07:51

spiked up and then it went down.

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So just ignore this part here, just for example, normally this

john: 00:07:55

doesn't have brand in there.

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We'll see the search term here.

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That's selling that product very well.

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And we're also seeing different variations and even different internal cross sell

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opportunities between these products.

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So we can see here that the majority of these searches or sorry, majority

john: 00:08:10

our conversions are coming from search.

john: 00:08:12

If you took the 1 39 minus four, you have 1 35.

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Add these up here.

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This would equal one 30.

john: 00:08:19

So now we've identified that the only true channel that's really

john: 00:08:23

working inside a performance max is DSA the DSA portion of performance.

john: 00:08:27

Max works.

john: 00:08:28

I already also know this to be the case because we did a competitive analysis

john: 00:08:31

on the people running on, search.

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And they're not spending that much there.

john: 00:08:34

So this is our area to, scale.

john: 00:08:36

This is a way to evaluate it.

john: 00:08:39

Now, if we know that DSA is working, what else can we do?

john: 00:08:42

Well, I couldn't run a standard search campaign, because I'm just gonna start to

john: 00:08:46

compete with all of the good performance that's happening inside a performance max.

john: 00:08:51

So what you don't wanna do is say, wow, search is working.

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Let's start another search.

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All you're doing now is just dividing it.

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So we don't wanna divide.

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We wanna see ways to expand.

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So one of the areas that we are discussed, we'd be running it.

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Let's say standard shopping campaign.

john: 00:09:03

I maximize clicks with the low budget, not enough to bring down

john: 00:09:05

the overall ROAS of the campaign.

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But if I can get more shopping clicks, I may be able to earn more

john: 00:09:12

remarketing, even through performance max or a return user through my brand.

john: 00:09:16

So one of the areas that we are now identifying is where else can I go?

john: 00:09:20

That makes sense that I have not currently in, or that I have not gone

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in be into before we already know that YouTube isn't working either.

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So since YouTube, isn't actually active in this performance max campaign.

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If I start a YouTube campaign, I'm not competing with anything, it's a value add.

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It's not a division of users.

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It's a new cold traffic.

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We've actually done that in here already.

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And we're already running a a YouTube campaign in here.

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Now this is more branded and this is just a big account, but in the

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YouTube campaign that we're running here now these video campaigns

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are actually adding in more sales.

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Do this here, So this YouTube campaign right here is already

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adding in more conversion value that I didn't have before.

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This is not actually hurting anything that we're doing on performance.

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Max.

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We already know performance.

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Max is not running YouTube.

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So when we started to add YouTube in last week, we made 36 more prescription

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returning customer 95% cold traffic.

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90, 95% of cold traffic users, essentially those new customers.

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And this is also helping to scale into a newer audience, B new customers

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and C give us an overall volume lift of sales rather than simply.

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Would be dividing if I was starting a search campaign.

john: 00:10:29

So one of the areas that we wanna look at before we dive deeper into

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the subcategories is what kind of additional campaign types can we use?

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So specific campaign types to test outside performance.

john: 00:10:37

Max, this is the topic that we're talking about now.

john: 00:10:39

That was one of our subtopics, the specific campaign types.

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Are gonna be non overlapping value add, but also towards the goal that we need,

john: 00:10:49

whether it's Roaz, whether it's sales, whether it's scale, whatever that may be.

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We look for areas of opportunity to dive into that.

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We're currently not the YouTube campaign, for example, is probably one

john: 00:11:00

of the best ways to scale eCommerce.

john: 00:11:04

eCommerce is direct response by nature.

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That's what eCommerce is.

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That's why we measure it.

john: 00:11:09

Usually with new customers in row as, and at least CAC it's

john: 00:11:12

very new customer focused.

john: 00:11:14

So if we're already launching performance max, so we already know

john: 00:11:18

that the areas of performance max are going, where else should we go?

john: 00:11:21

That's towards the goal.

john: 00:11:23

So's because e-commerce is direct response.

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YouTube helps a lot.

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Why the average cost per view, very inexpensive.

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So for not a whole lot of money.

john: 00:11:32

And I know 14,000 is, but it's not.

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When you compare it to the 268,000 that was spent, the 14,000 here is attracting

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a lot more new users by impressions.

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And we're also getting a lot more views.

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And our view rate is above area of, of what is it called?

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Optimization.

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So we wanna be above a, a 22% view rate on average, that's where we've

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seen people start to push and we see them actually engage in audiences.

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Say, these people are actually engaged.

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We may not see one click, you know, sales, which is usually how we measure.

john: 00:12:04

No, we measured the what's it called?

john: 00:12:05

A YouTube campaign, but.

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We could look at other KPIs to know that this is actually an area of expansion.

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We have another client that actually sells a product.

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And I won't call 'em out by name or anything like that, but we have another

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client that sells a product that 88 or 89% of all of the spend and sales come from

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the YouTube channel inside a performance.

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And we're actually going to scale that.

john: 00:12:29

So what's interesting.

john: 00:12:30

There is performance max found the channel that works the best.

john: 00:12:33

That's what its job is.

john: 00:12:35

And then it remarks those people internally to the lowest hanging fruit.

john: 00:12:38

That's why performance max works so well for eCommerce, but we have

john: 00:12:42

to identify is that actually, is that channel actually working?

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And then what else can we add to it?

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So when we're talking about the different types of audiences, though,

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whether we find that display works.

john: 00:12:53

I'm not a big display person.

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I haven't cracked that code.

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I think it's my opinion too fatty in terms of absent kids games,

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even though we push 'em away, they still come in at a high rate.

john: 00:13:02

And it's also click farm date, really like they, those get clicked on a lot.

john: 00:13:07

So display is something that I think should be reserved a little bit more for

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our existing audience or users or, even just like a, re-engagement not really

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even necessarily remark, but there could.

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something that we have a list.

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I, like display a lot.

john: 00:13:18

GS P Gmail sponsor promotions is part of discovery.

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And so discovery sometimes can offer you a lot of false positives.

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So for example, if you have a whole bunch of clicks on discovery, they're

john: 00:13:32

actually not clicks to your website.

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They're opens of the Gmail ad in GS.

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So some false positives can come in from discovery that I think we'll need to try

john: 00:13:41

to refine those strategies a little bit more and we'll kind of go into it further.

john: 00:13:45

But in terms of G in terms of discovery, discovery is heavily GSP.

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And I've done that a few times by looking at how many clicks we got

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on our discovery campaign versus.

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Views to the website and it was about 10%.

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So if we had 900 clicks, we actually had about 90 people.

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So for awareness, it's good, but that's not really good for, e-commerce unless

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we're looking to scale out with, not really taking into consideration Cerro

john: 00:14:09

as, so just know that that's gonna be something that is gonna be a little

john: 00:14:12

bit more hard to scale effectively, unless we really refine that audience

john: 00:14:16

down to, you know, engage users.

john: 00:14:19

So.

john: 00:14:20

I still like YouTube, the best for eCommerce.

john: 00:14:21

This is the best way for us to engage a new cold audience on a product that they

john: 00:14:26

haven't seen before and really mimic what the successes that Facebook has.

john: 00:14:30

Facebook is still very, very, very powerful.

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I'm not gonna be the Google ads agency owner here is saying

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that Facebook works well.

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It does.

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It is a brand awareness machine.

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That works very well.

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There's been a lot of businesses still today that are building

john: 00:14:44

their company on Facebook.

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It's inefficient, but they can't deny the fact that it's very powerful and

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it works and engages an audience.

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That's never heard about a product before post-survey responses

john: 00:14:53

when you're running Facebook.

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A lot of times they're like, yep.

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I heard about it on Facebook, just because that is where they usually first see them.

john: 00:14:59

The problem is that's their only channel . So it's just, shock

john: 00:15:02

and blasting of people, of, of interrupter style marketing.

john: 00:15:05

And you just hit a point of diminishing returns where it's like, yeah, it's

john: 00:15:07

a one row as, but I'm not making any.

john: 00:15:09

Our YouTube campaign is going to act very similar to that.

john: 00:15:13

Only we get the benefit of having a direct response element of our

john: 00:15:16

campaigns tied to a top of funnel.

john: 00:15:19

So I still think that YouTube is, the best way.

john: 00:15:21

Well, we'll talk about discovery and we'll talk about display soon.

john: 00:15:25

Here, but first I wanna dive into a little bit more about YouTube, just

john: 00:15:28

because I want to go into InMarket audience segmentation and the use

john: 00:15:31

of curated content and remarketing.

john: 00:15:33

So I'm gonna kind of take a little more of a, YouTube focus