STOP! You're Losing Money with New Customer Acquisition Bidding

John: 00:00:11

actually I saw one of our short, our YouTube regarding the new

John: 00:00:14

customer acquisition bidding strategy.

John: 00:00:15

And in that short, you mentioned that there is no mean to go for new

John: 00:00:20

customer acquisition meeting strategy.

John: 00:00:21

So I want some clarity over that point.

John: 00:00:24

So can you please mention.

John: 00:00:25

Yeah, absolutely.

John: 00:00:26

So here's something that we found every single time I've tried to use this.

John: 00:00:30

new customer acquisition, two things.

John: 00:00:31

Just because they're a new customer does not mean that Google generated it.

John: 00:00:36

It's the same thing that Pmax does.

John: 00:00:37

Pax can get a whole bunch of new traffic.

John: 00:00:39

Actually, Most of your new customers will come into brand.

John: 00:00:42

It will.

John: 00:00:43

You can run a brand campaign, nothing but a brand campaign.

John: 00:00:45

Nothing.

John: 00:00:46

All of your marketing, of your marketing's done on Facebook brand

John: 00:00:49

will capture a bunch of new customers.

John: 00:00:51

Cold traffic new customers are not synonymous.

John: 00:00:55

So cold traffic and new customers are not synonymous with.

John: 00:00:59

You can have a person that's been to the website 49 times today from Facebook and

John: 00:01:03

then Google the brand name and Google's like, Hey, you got a new customer.

John: 00:01:06

So just know that because they're a new customer does not mean

John: 00:01:09

they started their journey there.

John: 00:01:11

That's the first thing that's extremely important to know.

John: 00:01:13

The other part is Google just doesn't know who's new and who's not.

John: 00:01:16

you all see my thing where I say, Hey, I've uploaded 3.5 million customers.

John: 00:01:19

I excluded them.

John: 00:01:20

And Google says, yep, they're all excluded.

John: 00:01:21

None of your existing customers are coming in.

John: 00:01:23

Google said last week, eight of my sales were existing

John: 00:01:26

customers and actuality was 900.

John: 00:01:28

So I said, this is fun.

John: 00:01:29

Let's do this.

John: 00:01:30

Let's try asking Google after uploading millions of customers, after having a, ua

John: 00:01:35

audience import it after having all of our converter audiences be an importer from

John: 00:01:39

Google Tag Manager, after identifying all of them and, and building this big list.

John: 00:01:43

And then let's turn on new customer only bidding.

John: 00:01:45

think this was February or March.

John: 00:01:47

inside of here, Performance Max.

John: 00:01:50

See that big dip right there?

John: 00:01:51

I was spending 38 grand a day and then 37 grand a day turned on new customer

John: 00:01:55

only, and, during this time period on the 20th, all new customers, a hundred

John: 00:01:59

percent new customers, a hundred percent new customers, everything was looking

John: 00:02:01

really, really good all the way down.

John: 00:02:02

They said, well give it a few days because it's only bidding on new,

John: 00:02:05

and you had a lot of repeats, so let's gonna take some time to.

John: 00:02:08

No self-adjust.

John: 00:02:09

So what's funny is after turning it on the 17th, if I look at the 18th, 19th,

John: 00:02:13

and 20th, so let's do 18th, 19th and 20th.

John: 00:02:15

April 18th, 19th and 20th, when Google said, I have zero returning customers.

John: 00:02:20

18th, 19th, and 20th, April.

John: 00:02:22

So let's do this.

John: 00:02:22

So I'm just trying to memorize it.

John: 00:02:23

this was my so source of truth here because this, we took a month and a

John: 00:02:26

half building a custom a p i connection directly into two different CRMs

John: 00:02:31

that reference themselves to see if it's actually a real customer or not.

John: 00:02:33

the most solid, solid thing I can do the best way that I can come

John: 00:02:37

about from an actual live reporting, unless physically being in the c r m

John: 00:02:41

checking this kind of daily, , which is April 18th, 19th, and 20th.

John: 00:02:45

And what I did is I saw that, yes.

John: 00:02:48

Google said it was new customer only.

John: 00:02:49

Good.

John: 00:02:50

There were a lot of non-brand called traffic Good, some brand.

John: 00:02:53

Okay.

John: 00:02:53

And what I looked at though is even though volume was lower,

John: 00:02:57

Google was looking pretty good.

John: 00:02:58

So I kept telling 'em, cuz I had a daily meeting, don't

John: 00:03:00

worry, we need to wait this out.

John: 00:03:02

Don't worry, I need, we need to wait this out, yada yada yada.

John: 00:03:04

Back and forth a bunch of times, and this was across the board.

John: 00:03:08

I had all of my campaigns, all of my performance max campaigns

John: 00:03:10

do this, spending 40 grand a day.

John: 00:03:12

So I had a big test.

John: 00:03:13

And when we look at this here, the performance max, before and after my

John: 00:03:18

performance Max all of my campaigns, I had 28% less first time transactions

John: 00:03:24

and 37% less returning transactions.

John: 00:03:27

after turning it on 18th and 19 20th, I made 800 returning and 370 new.

John: 00:03:32

Both were just.

John: 00:03:33

Turn on new customer only acquisition.

John: 00:03:36

Spent half, 370, new, 800 returning.

John: 00:03:40

Google said, Nope, all new, not one returning.

John: 00:03:42

I said, well, that's bad.

John: 00:03:43

Immediately turned it off, and then Boo popped up the next day of the 21st.

John: 00:03:46

So let's check 21st, 22nd, 23rd.

John: 00:03:49

So go back to April and April 22nd, 23rd so three days after turning

John: 00:03:54

off new only compared to the.

John: 00:03:55

Period.

John: 00:03:56

My first time transactions went up 50%.

John: 00:03:59

My returning transactions went up 41.

John: 00:04:01

I started scaling more new customers with it off at a higher

John: 00:04:05

percent than the returnings.

John: 00:04:06

So when I turn off new customer only, I got more new customers.

John: 00:04:11

I've tried about four different ways.

John: 00:04:12

And I kept running into the same issue on four different customers.

John: 00:04:15

It was one of them we did it with, didn't work either.

John: 00:04:17

I've never had that actually work.

John: 00:04:18

All I did was kill the campaigns.

John: 00:04:20

Cool.

John: 00:04:21

you have to check in.

John: 00:04:22

Check in outside of what Google will say.

John: 00:04:25

that's gonna be the kicker.

John: 00:04:26

Google will be like, yep, everything looks good.

John: 00:04:27

And then people spend more money in their actuality.

John: 00:04:29

The client's like, Hey, what's going on?

John: 00:04:31

I'm not seeing more of the customers like, oh, Google said, and

John: 00:04:33

they're like, well, you're fired.

John: 00:04:34

All right.