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Using Only Target ROAS Bidding for Standard Shopping Campaigns

John Moran shares his strategy of using Target ROAS bidding exclusively for Standard Shopping campaigns. He explains how he does this, how to use it with new accounts, his confidence in applying tROAS, and more.

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0:00 Intro

0:09 Using only Target ROAS Bidding for Standard Shopping Campaigns

3:58 Discussion on market competition, brand protection, and adjusting bidding strategies accordingly

10:20 Confidence in applying tROAS



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Transcript
John:

I only use T ROAS now for standard shopping exclusively.

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Awesome.

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I do want to mention the, the standard

shopping bidding strategy for Regina.

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I only use TROAS now for

standard shopping exclusively.

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the TROAS target is 100 percent unique to

that campaign and that company and that

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goal and how aggressive we need to get.

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what if you got an account that

had no data in it, really high

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AOV and really low budget, would

you still use TROAS from day one?

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Like worst case scenario, would you still,

yep, I would start at 40 percent TROAS.

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Wow.

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Okay.

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But the algorithm, how can it get you

a return when it doesn't know anything?

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40 percent is enough for it

to say, can you at least make

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me 40 cents on every dollar?

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It allows it to not spend stupidly

for too long on things that are

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not working, but remain aggressive.

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Okay.

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Sorry.

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one more, if it was an account

that sold like brand name products?

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And you saw in the search terms that

the algorithm wasn't bidding on people

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that are looking for those brand names.

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It was just bidding on people

looking for the product, but

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not the brand name, right?

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So it's like high end

products with brand names.

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Would you then override your T

ROAS strategy and use MaxCPC to

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force it to pay more for a click?

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yeah.

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So this one, you'll see it's only

50 bucks a day, 80 bucks, 50, 80.

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And all of a sudden this

thing spikes up to 700 a day.

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And that's because my two row as I took

it down to 100, the rest is on 200 to

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allow this to go really expensive and

it's popping a four 30, even though

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I give it 100, it's giving me a 430.

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The reason why is because

that is aggressive and these

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here, that's what I said.

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It's completely custom.

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The reason why these bricks Samsonite

and Hartman are barely spending is

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because that is below what I'm asking.

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That is below what I'm asking.

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That is a slightly above what I'm asking.

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So it's spending more and that is

way overshooting what I'm asking.

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So it's spending a lot.

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the algorithm wasn't bidding on the

brand names, even though we did product

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title rights, we put the brand name in

the first part of every product title.

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So we thought that would be enough for

the algorithm to know what to bid on.

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I honestly have done a TRO as a 5

percent before it's launched something.

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I think what was throwing the

algorithm off is even though you're

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giving it lots of freedom because

we gave it lots of freedom too.

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think I did that strategy if not, I

had just had a wide open Maximized

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conversions set on it for a while And

the problem is that 99 of the market

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out there is looking for these products

But not looking for the brand name.

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what was the brand if they sold

like 50 000 chandeliers to like

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interior designers 1, 500 a month.

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Yeah, you found it.

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it's furniture.

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So people are searching for table lamps

and she sells table lamps that are 4,

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000, and unless they are searching for

the brand name with the table lamp,

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so the algorithm doesn't have any data

because her budget is so low and, it's

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getting all these clicks on people

looking for table lamps, one's the brand.

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is that one of them?

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Yeah.

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Did we see how much our competitors

are bidding for that brand name?

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I eventually did look up some of

the main brand names, not this one.

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and it was a wide range,

which confused me.

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It was anywhere between 90 cents and 15.

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And I was just like,

it's all over the place.

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It was a mystery.

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So I eventually switched to MaxCPC

and I set 5 MaxCPCs to force

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the algorithm to spend more.

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But then we had no data because

we weren't getting any clicks.

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So I was just like, I don't

know what's gonna work.

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How was the feed though

from a description?

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So it does say the name here.

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So it should be okay.

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It's right in the title.

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Yeah, maybe this is a million times.

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Her budget was too low and

that was the main issue.

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So it was probably just a

doomed account from the start.

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what I do know is like for, which is,

popular brand name and these people

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spend a lot of money on their brand.

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you really rarely.

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We'll ever see any other competitor.

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You'll see Monos here, but they

cover the brand name really well.

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So my cost per click is 2 and 4.

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Sometimes, I'm paying upwards

of, eight bucks for the brand

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name and the product name.

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and that's because this account

here at a hundred percent TROAS.

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that was aggressive enough for it.

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but do you see that it's not

necessarily also where majority

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of my clicks are coming from?

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I have backpacks, best

backpacks, best one here.

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So it's still backpacks actually

at a 20 percent conversion rate.

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The brand did not This one

also had 25 percent conversion

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rate when the brand did not.

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a, did we, and should we need to that

brand name, potentially not be, one of

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the least expensive of the reason why

this one was spiked up 700 a day over

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the weekend is because there's no one

watching Matt pricing on the weekend cause

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they're all, at home with their family.

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but those are the things too, it's like

where we have to train the algorithm.

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So what Google doesn't know right

now is why bid on the brand name.

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Google's going to say, I don't know, have

we had a bunch of sales in the brand name?

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No, I'm not going there then.

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And so that's the part two where.

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We spiked over the weekend, but my

sales didn't come from, that's okay.

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I had a great price.

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So there's a few different things up

there is a, do we have the best price?

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Probably not.

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B was there anybody violating map?

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Probably C is there any history in

that campaign to want to bid for those

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names or anything else does Google

actually say actually these search terms

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we think are going to convert better.

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Was that true?

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And do we give enough time?

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through two other agencies for the

past year who were running, like

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mostly just PMAX and the whole business

had been dying and dying for a year.

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So I treated it like a new

account in that, it didn't know

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what it was going to convert.

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The tracking was almost non existent

because what happens in these, it's

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almost like a B2B where the interior

designer will pick it out and it's

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But the invoice goes to the end

client and the end client pays it.

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So it can't track any conversions ever.

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other part is that brand name, as an

example, that an Italian gelato dessert,

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which is going to be really weird as well.

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So we're going up against a bunch

of random people too, that are

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trying to sell desserts on shopping.

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which is funny, black

truffles and truffle zest.

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the only thing that did seem to

work was to, switch it to max

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CBC, set the max CBC, like 5.

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See that might be where it kill it

though, too, that brand name could

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have been hit in seven, eight.

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Yeah, it was risky, but I

didn't know what else to do.

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It wasn't bidding on brand names at all.

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And it was just getting literally people

were searching for like Costco mirror.

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I excluded the word Costco eventually,

but that's an example of like

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just the vast market of people out

there who want like a 15 mirror.

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And they're not willing to pay 4, 000.

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So it was just, I didn't know what to do.

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That part two is it's if the brand name

may not have saved it, I have, a bunch of

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accounts that the brand name didn't work.

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I haven't gone in over a

year because it never worked.

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so the only way it worked is

when I beat their pricing and

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they show up for cold traffic.

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that was the secret.

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so that's, what's interesting.

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I think that there's more

that I'd have to go through.

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We don't have access to it anymore.

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My go to though, for everything right

off the bat it's always TRO as now

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if I now know how to train that and

that's where it becomes really odd.

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But that the other part too, is they have

to understand is when I look in the back

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end of And this last seven days, for

example, like we pull back a bunch because

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we're going through a funding thing,

but I spiked it up here over the weekend

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that spiked up sales, but we have 14

five in last seven days and we spent two.

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So we're at a seven X in this

last seven days at scale.

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We never dip below a 6.

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1.

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So it worked.

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It worked really well.

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But that was because I know where

to set the 100 and 200 T row as in

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order to give me a back end, five

and sevens and that kind of stuff.

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so it's a TRO as bidding strategy,

but what you set that to is arbitrary.

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What does Google know?

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How much loss of attribution do you

have and what is your back end and

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then say, what does that need to be on

the front end to then go through that

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scenario on the back end and time lag and

attribution, enhanced conversions and.

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Site speed is a slow and firing the

tag and missing a bunch of conversions.

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And that needs to be

lowered to stay aggressive.

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So it doesn't die whole bunch of stuff.

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That's it's completely unique to that.

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Even that CMS.

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Okay.

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you sure that if you were working with an

account that it was a thousand dollars a

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month, you would still, are you confident?

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'cause it's been a while since you've

worked on these small accounts.

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like how confident are you on that t roas

from day one thing, a hundred percent.

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Really?

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Yeah.

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my one account, here's a example.

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we spend $40 a day for,

we're getting a:

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I said it 100 percent T Row OS.

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Yeah, but it's been running for years, so

it has high quality data and everything.

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But on PMAX, now we're

on standard shopping.

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So that's the thing too, is yes, you can.

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what you're spending per day, if you

need a higher CPC, you load a T Row OS.

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just talking about a bidding strategy.

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That's all we're talking about.

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You can set a manual CPC, but then you

bid that way for everyone setting a

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really low TRO as means that you said,

and it really aggressive bid strategy,

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unless it's actually a fairly low chance.

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Then bids go down.

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I wish I could have said a

minimum CPC on that account.

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That's what I wanted.

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I was like, please stop

spending 50 cents on a click.

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that's when you have

native keywords daily.

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Yeah, which she wouldn't let me do.

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You can have a brand focus

and you have a non brand.

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so when, in the one you bid at a

higher two row as, and then you

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negate every single number answer

would have been a genius strategy.

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Give the client what they

want, but allow you to test.

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Yeah.

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And then you find out who wins.

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I do have to jump.

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But I didn't think of that.

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Okay.

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Bye, John.

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Thanks everyone.

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Thanks.

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Bye.

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