Why Your Google Ads Campaigns Aren't Scaling: Top Mistakes to Avoid

John: 00:00:11

If conversion tracking is off, nothing else in the account matters.

John: 00:00:13

I don't care about the bidding strategy, , the conversions, the

John: 00:00:15

cpa, nothing, nothing matters at all.

John: 00:00:18

So conversion tracking first and foremost is extremely important.

John: 00:00:21

So , that's how universal this, kind of evaluation can be.

John: 00:00:25

It applies to everyone.

John: 00:00:26

More than two thirds of the conversions are coming from the

John: 00:00:29

brand that's going to, if it's scale, higher amount of bad spend, no.

John: 00:00:33

No, no, no, That's the first thing right off the bat.

John: 00:00:36

That's probably the one of the biggest limiting scale factors.

John: 00:00:43

Things, current results are good, but hasn't been able to scale

John: 00:00:47

at wasta scale aggressively.

John: 00:00:49

perfect.

John: 00:00:50

That's all.

John: 00:00:51

That's all we're gonna do.

John: 00:00:52

That's what we're, that's all I'm gonna know.

John: 00:00:54

And that's what we're gonna go off of in the beginning.

John: 00:00:56

So this is gonna be pure cold.

John: 00:00:57

Haven't seen this client before.

John: 00:00:59

, last 30 days spent 22 k.

John: 00:01:02

$8 conversions.

John: 00:01:03

Cool.

John: 00:01:04

So let's begin.

John: 00:01:06

First thing that I do is I always look at the conversion tracking.

John: 00:01:09

That's going to dictate everything that happens in an account

John: 00:01:11

conversion tracking is off, nothing else in the account matters.

John: 00:01:13

I don't care about the bidding strategy, , , the conversions, the

John: 00:01:15

cpa, nothing, nothing matters at all.

John: 00:01:18

So conversion tracking first and foremost is extremely important.

John: 00:01:22

So what I'm gonna do first is just take a look at the campaign structures.

John: 00:01:25

So, , , let's see what they're spending the most on.

John: 00:01:28

That's gonna make the most amount of sense.

John: 00:01:30

So we got a shopping campaign on Target.

John: 00:01:32

Roaz, YouTube search.

John: 00:01:34

YouTube Shopping, search Search, YouTube, My, this is Uhoh.

John: 00:01:41

All right, well this is a friendly partner of ours, so this is gonna be fun.

John: 00:01:46

So we got the video, video, a lot of video campaigns.

John: 00:01:49

, let's see what they spent in video.

John: 00:01:51

So 21 In video, they spent eight.

John: 00:01:54

Okay, so that's good.

John: 00:01:55

That's one.

John: 00:01:55

Third, let's see what they spent in shopping.

John: 00:01:57

in shopping, they spent 15.

John: 00:01:59

Okay.

John: 00:01:59

With four campaigns.

John: 00:02:00

Got it.

John: 00:02:01

in search.

John: 00:02:03

, 7,500.

John: 00:02:05

Alright, now that's the, the search.

John: 00:02:07

So search.

John: 00:02:09

, and it's pretty evenly divided up between the three, but YouTube

John: 00:02:12

is still a big portion of it.

John: 00:02:14

Looking at the bidding strategies, this is all the information I'm gonna gather

John: 00:02:18

before I check the conversion action so that all this is leading up to what is

John: 00:02:21

currently being structured, which is gonna dictate how I look at the conversion.

John: 00:02:24

So we're using restricted bidding strategies everywhere, and they

John: 00:02:27

said that they're wanting to scale.

John: 00:02:28

The other thing that I kind of noticed right off the bat is when you look

John: 00:02:32

at the conversions, the descending.

John: 00:02:35

There is 2,700 conversions.

John: 00:02:38

2000 of those are coming from.

John: 00:02:39

What this looks to be is brand with search partners.

John: 00:02:42

So that's another issue right there.

John: 00:02:43

If more than two thirds of the conversions are coming from the

John: 00:02:47

brand, that's going to inhibit scale.

John: 00:02:49

The other thing that's gonna inhibit scale is the bidding strategies.

John: 00:02:51

Running on a restrictive bidding strategy most often is what it looks like.

John: 00:02:57

So let's look at the conversions.

John: 00:02:59

Okay, so they're running a website conversion as primary.

John: 00:03:03

This is secondary.

John: 00:03:04

That's fine.

John: 00:03:05

It's good.

John: 00:03:05

Looks like it's working well because Google ads gonna

John: 00:03:07

capture more on analytics.

John: 00:03:08

That's fine.

John: 00:03:09

, everything else is inactive.

John: 00:03:10

Calls from ads, YouTube channel subscriptions, all of

John: 00:03:14

the other tags are inactive.

John: 00:03:15

And then the custom goals, there's three of them.

John: 00:03:18

And these are actual purchases.

John: 00:03:20

So it looks like they're importing it, but they're not actually a pending

John: 00:03:22

attending campaign purchase in Cape.

John: 00:03:24

So, That's fine here.

John: 00:03:26

So purchase, , this one's gonna be capturing the conversions.

John: 00:03:29

Now, first thing off the bat, there's an incorrect structure,

John: 00:03:31

learning how to YouTube one third, their spend is in YouTube.

John: 00:03:34

Their engaged through conversion window is three days, and they're

John: 00:03:36

using a restricted bidding strategy.

John: 00:03:38

. What this means is that it's gonna say, Hey, unless make a Target

John: 00:03:40

roaz or Target cpa, don't spend any money, don't scale well.

John: 00:03:43

When you count your review through, engage, convert, or engage new conversions

John: 00:03:46

of only three days instead of 30, you don't get all the conversion value and

John: 00:03:49

you're not gonna be able to get all of the information back into Google.

John: 00:03:53

Under restricted bidding strategy is going to be too restrictive.

John: 00:03:56

It means if I'm only feeding it three out of the 30 that I could.

John: 00:03:59

But I said, why can't I scale?

John: 00:04:01

Why isn't my campaigns gaining more impressions than conversions?

John: 00:04:04

While you're only counting them for three days?

John: 00:04:07

The clickthrough conversion window is 30 days.

John: 00:04:10

Not too worried about that, like to move it out to 90, but this one

John: 00:04:13

right here, when you're running heavy YouTube, especially when you're

John: 00:04:15

running heavy inbound brand, means that all of your YouTube videos

John: 00:04:18

are doing really, really good.

John: 00:04:20

But your data driven can only attribute your conversions back to the brand.

John: 00:04:23

Why?

John: 00:04:24

Because if it comes after four days, it's physically impossible to rero back to.

John: 00:04:28

Does that make sense for everybody so far?

John: 00:04:30

Again, gonna go a little fast here, but it's gonna be drinking in front

John: 00:04:32

of fire hose and we get stuff.

John: 00:04:34

That's the first thing right off the bat.

John: 00:04:36

That's probably the one of the biggest limiting scale factors of it.

John: 00:04:38

Restricted betting strategy, incorrect conversion tracking, heavy

John: 00:04:41

on YouTube, too much into brand.

John: 00:04:43

That's a big structural issue that I noticed right off the bat there.

John: 00:04:46

So we wanna move this from three to 30 days.

John: 00:04:49

This is going to allow the, , YouTube and I'm gonna look at, and I'm

John: 00:04:53

sure there's gonna be some YouTube campaigns that have a probably a

John: 00:04:55

fair amount of, , engaged views.

John: 00:04:57

But just globally, when I look at the account tool, not just the campaigns,

John: 00:05:01

, I can see that 100 of the 2,700 have been coming from Engage Views.

John: 00:05:04

There is Engage View conversions.

John: 00:05:06

This is only three.

John: 00:05:07

Now, if I'm looking at three days and seeing a hundred,

John: 00:05:09

there's probably a lot more.

John: 00:05:11

Let's check timeline.

John: 00:05:12

Let's see how much we could be potentially missing.

John: 00:05:14

Knowing that this is heavy brand, though my timeline is gonna be fairly short

John: 00:05:18

because brand is usually one click, one day, one, one attributed conversion.

John: 00:05:23

I would imagine 80% of my conversions for the brand campaign,

John: 00:05:26

if I look at days to conversion, are gonna be within one per one.

John: 00:05:29

Percent.

John: 00:05:30

So 101 out of 111,000 within one day.

John: 00:05:34

Yes, that's the case.

John: 00:05:35

That's reducing that time like a lot.

John: 00:05:37

That means that my time in reality is actually longer.

John: 00:05:40

I'm just a self-fulfilling prophecy by only tracking the short and then

John: 00:05:44

put positioning all of my husband in conversions into the short.

John: 00:05:46

So we already know that there's a seven day conversion lag.

John: 00:05:48

We're tracking YouTube for three days.

John: 00:05:50

That's a mistake.

John: 00:05:51

We can't track a three day conversion window on Engage View, which YouTube

John: 00:05:56

does well with a seven day time lag, basically by saying, Hey, even before

John: 00:06:01

halfway through the sales cycle, we stop tracking and also let's

John: 00:06:04

use restrictive bidding strategy.

John: 00:06:06

We add more budget.

John: 00:06:07

Nothing comes through.

John: 00:06:08

We've, blinded ourself from seeing that that's gonna be one of the

John: 00:06:11

things that's going to limit that.

John: 00:06:13

So next thing that we're gonna look at is the different types of individual

John: 00:06:17

campaigns and what we're showing up for.

John: 00:06:19

What is this company called again?

John: 00:06:21

Okay, so just looking globally at all the search terms and we look, wanna take

John: 00:06:24

a search term filter and say, what is small pet and apply, and this is gonna

John: 00:06:30

give you the differentiation between all the shopping campaigns, search campaigns.

John: 00:06:33

I don't care if they're called non-branded, I don't care if they're

John: 00:06:35

called non-branded shopping campaigns.

John: 00:06:36

If we look at small pet select, we can find that anything that

John: 00:06:39

was small pet, small pets, small blah, blah, blah, blah, here.

John: 00:06:42

We can see here that the conversions are 1800 of the 2,700 are actual

John: 00:06:48

search terms coming from shopping, search, whatever it may be.

John: 00:06:51

So now when we're looking at this, we can see, okay, we have a

John: 00:06:53

SPS non-brand likely Miss Bells.

John: 00:06:56

I don't know what the hell that is, but that's probably not a good idea

John: 00:06:59

to separate that from brand campaign.

John: 00:07:01

Probably not.

John: 00:07:01

Not too smart because now we're looking at all non-brand doing okay,

John: 00:07:05

but it's actually brand, which is a huge mistake that people usually make.

John: 00:07:08

So then I look.

John: 00:07:09

, , non-brand bedding, small select, small pet select bedding,

John: 00:07:12

that's gonna limit to scale.

John: 00:07:13

Why can't scale brand?

John: 00:07:14

You can't scale the last part of any funnel.

John: 00:07:16

You like to scale the first part or the middle part, but you can't

John: 00:07:19

just try to double down and people are already searching for you.

John: 00:07:21

You can't make your own baby that wants to buy your own product.

John: 00:07:23

It's not gonna happen in the bidding strategy.

John: 00:07:25

those are things that we have to look for in immediately is the sh generic.

John: 00:07:31

, that's probably not br.

John: 00:07:33

It's non-brand.

John: 00:07:34

That's brand non-brand.

John: 00:07:35

Brand non-brand.

John: 00:07:37

Or that one's brand?

John: 00:07:37

, brand.

John: 00:07:38

This is non-brand.

John: 00:07:39

Brand.

John: 00:07:39

Okay.

John: 00:07:40

So we already can tell you that the non-brand versus the brand

John: 00:07:43

doesn't make sense anymore.

John: 00:07:43

That's all gone.

John: 00:07:45

So this is where you have half of your non-brand being brand and your brand

John: 00:07:49

being brand and your YouTube not tracking conversions, nothing's gonna scale.

John: 00:07:54

So we're just in the first few minutes here of this evaluation.

John: 00:07:57

Any and now I'm just gonna pause here cuz again, I'm going pretty.

John: 00:08:00

Any questions so far?

John: 00:08:03

I can't see the chat anymore, so just yay or na with any questions.

John: 00:08:06

People are just wondering, why are you speaking so fast today?

John: 00:08:10

Like incredibly fast.

John: 00:08:12

Oh, this is just my normal speed . but this is, but I said you could rewatch

John: 00:08:17

this a few times and you'll get the kind of, just the cadence of it.

John: 00:08:19

, I think that this is good.

John: 00:08:20

That's why I said we'll skip the quiz this week and just know like maybe this

John: 00:08:23

is just how to evaluate an account, but it's, the common every single time.

John: 00:08:27

This is how it always runs.

John: 00:08:28

That's why this is just now normal, just day-to-day operations.

John: 00:08:32

So how, what are we known so far?

John: 00:08:35

Tracking is incorrect.

John: 00:08:36

The non-brand showing up for brand.

John: 00:08:38

More than three quarters of our conversions are coming from branded

John: 00:08:41

search terms and our top of funnel, middle of funnel that we should

John: 00:08:44

be able to scale won't be able to.

John: 00:08:46

So let's look at some individual campaigns.

John: 00:08:48

Now because this says Search Partners, you can segment by conversions and go on.

John: 00:08:52

Oh, I'm sorry, segment not by conversions.

John: 00:08:54

, I'm an idiot Segment and go top versus other search partners

John: 00:08:57

in here around the brand.

John: 00:08:58

I'm not too worried about cuz Search Partners usually is fairly

John: 00:09:01

okay on branded conversions.

John: 00:09:04

But we see here that we only spent 45 cents fine.

John: 00:09:07

, search partners $11 and we got, value by cost.

John: 00:09:10

That's working well cost for conversion.

John: 00:09:12

11.

John: 00:09:12

Good.

John: 00:09:13

So we're looking at the different networks.

John: 00:09:14

A lot of times what you find is a campaign that has too much of a

John: 00:09:17

restricting bidding strategy will go too heavy into search partners,

John: 00:09:20

which is usually fairly junk traffic.

John: 00:09:22

And they think they're on Google and they're actually not Going campaign by

John: 00:09:25

campaign allows us to say, if you've opted into things like the search

John: 00:09:29

partners and that kind of stuff, you'll find some, sometimes inefficiencies.

John: 00:09:31

I've actually saved a couple clients by saying, don't spend 80% of

John: 00:09:34

search partners turn that off, and wow, quality of traffic increase.

John: 00:09:37

So that's something that we need to check that box.

John: 00:09:40

So let's see.

John: 00:09:41

Search partners not, and all we're looking for is just a higher amount of bad spend.

John: 00:09:45

No, no, no, no, no, no.

John: 00:09:49

Go down to globally at the bottom.

John: 00:09:50

Looks like search partners.

John: 00:09:52

Only spent $78.

John: 00:09:53

Not an issue there.

John: 00:09:54

All right.

John: 00:09:55

Now let's do some other things here.

John: 00:09:58

So this search campaign that's generic high is also showing up

John: 00:10:02

for the brand term quite often.

John: 00:10:04

So terms like.

John: 00:10:06

, 690.

John: 00:10:07

We'll see the differentiation between those.

John: 00:10:09

This is going to give us a a couple things here.

John: 00:10:11

What I'm looking at is the highest spending campaigns.

John: 00:10:14

What are they doing?

John: 00:10:15

Pardo's 80 20 roll holds tight for any campaign evaluation, which means that

John: 00:10:19

if I'm looking at 80% of the activity, that's, the whole account, the 20% is

John: 00:10:23

not gonna make a break a difference in a campaign, the 20% can do double as good,

John: 00:10:27

and you're still only 40% efficient.

John: 00:10:30

So we're looking at the conversions here.

John: 00:10:32

We have 48 conversions on things.

John: 00:10:35

And there's 254.

John: 00:10:37

Good.

John: 00:10:37

There's probably some other things here that's not gonna be really great.

John: 00:10:40

, in terms of the, , scalability, because the, cost for conversion

John: 00:10:44

is five, globally is 14, which means you take the opposite of 14.

John: 00:10:48

That's been reduced down to five, and this is more like $30.

John: 00:10:52

So for average cost per non-branded conversion is $30.

John: 00:10:56

Say, does not contain, and there's gonna be some, some differentiation.

John: 00:10:59

I'm going a little bit too quickly here.

John: 00:11:01

, this one's at 18, but there's also gonna be some brand in there.

John: 00:11:04

, , which is fine.

John: 00:11:05

So now we're gonna look at non-branded C P A and and CAC versus Roaz.

John: 00:11:10

I don't have L T b.

John: 00:11:10

We'd have to find that on a call.

John: 00:11:12

But now we're gonna look at what is the cost for conversion

John: 00:11:14

versus the value per conversion.

John: 00:11:16

And find out how much are we just paying for these people

John: 00:11:19

over and over and over again.

John: 00:11:20

And if we're just throwing all of our profitability out right at the

John: 00:11:23

end of the end of the sequence.

John: 00:11:25

Cause we're misattributing and YouTube is now bringing us new full traffic.

John: 00:11:28

So we wanna look at something, the value per conversion, this.

John: 00:11:33

It's going to allow us to see what is the A O V versus the C P A.

John: 00:11:38

Then the bigger issues that we're gonna have is what is the actual L T V?

John: 00:11:43

So cost per conversion and value per conversion are gonna be two

John: 00:11:46

things that we're looking at here.

John: 00:11:47

So cost per conversion, So cost for a conversion on the brand dollar 50.

John: 00:11:54

Good.

John: 00:11:55

That is good.

John: 00:11:56

That's not bad.

John: 00:11:57

We're way overspent, but that's not bad at all.

John: 00:12:00

The generic, we know that it's $14 and 50.

John: 00:12:02

Okay.

John: 00:12:03

Now, if you had a, that's not that great.

John: 00:12:08

If you're at a 33% profit margin, that's break.

John: 00:12:09

Even if you had good L t D.

John: 00:12:11

That's fine.

John: 00:12:12

Again, I, I actually still don't know what this client does, by the way.

John: 00:12:15

That's what you'll notice is we already kind of found a huge efficiency.

John: 00:12:18

I can't even, I don't even know what this company sells.

John: 00:12:20

So that's, how universal this, kind of evaluation can be.

John: 00:12:24

It flies to everyone.

John: 00:12:25

But if you're looking at, let's say 50% profit margins, that

John: 00:12:28

means that I make 25 on that.

John: 00:12:30

I spent 14 on that.

John: 00:12:31

I got a $10.

John: 00:12:32

Why can't they scale?

John: 00:12:34

I don't know.

John: 00:12:35

Can they scale profitably?

John: 00:12:37

Yes.

John: 00:12:38

Are they gonna scale this profitably right now?

John: 00:12:40

No.

John: 00:12:41

So then we look at the, so non-brand R L S A.

John: 00:12:46

Okay.

John: 00:12:46

That's a little bit high.

John: 00:12:48

A little bit high.

John: 00:12:49

, Non-brand bedding, which we already know has some brand in there that's also

John: 00:12:52

gonna be sucking up the, profitability, the non-brand similar audience.

John: 00:12:57

Value per conversion seems really odd to me, , that they'll only be $7 and $1.

John: 00:13:01

This means that we're probably tracking conversions that are

John: 00:13:02

actually not sales, that are probably have the default value of one.

John: 00:13:06

Let's just see here.

John: 00:13:08

, a calls from ads.

John: 00:13:09

That's would be one of those, yeah.

John: 00:13:11

Calls.

John: 00:13:11

So calls are what's dropping that a o b.

John: 00:13:13

Okay.

John: 00:13:13

That's why.

John: 00:13:14

So we only had a call from AD that came in from this one here, and that cost us $25.

John: 00:13:18

Would you want to count calls?

John: 00:13:19

Probably not.

John: 00:13:20

I, technically wouldn't, and especially if you're gonna use a bidding strategy

John: 00:13:23

like target cost per acquisition, make sure that it cost me, you know, 20 $18

John: 00:13:27

for a phone call to come in, or 25.

John: 00:13:30

Probably a bad idea.

John: 00:13:31

So we're looking at the way that we're measuring success of a

John: 00:13:33

campaign, yet have to kind of go one by one, non-brand, not profitable.

John: 00:13:38

R L s a non-brand, not profitable top of funnel, could potentially be profitable

John: 00:13:44

if this is actually top of funnel.

John: 00:13:45

And we already know that there's a little bit too much mix and match

John: 00:13:48

between each individual campaigns.

John: 00:13:49

So as a general thumb, let's say this is, let's say one third non.

John: 00:13:52

Want their brand again, not profitable.

John: 00:13:55

So we're starting to see that they have too many campaigns that are

John: 00:13:58

stretching themselves too thin without a good, good structure.

John: 00:14:01

Right now, each one of these things that I can open up are going to have a.

John: 00:14:06

Inefficiencies.

John: 00:14:07

This one here is a YouTube remarketing.

John: 00:14:09

Other emails.

John: 00:14:10

Again, we'll have to take some time to find out what these are.

John: 00:14:13

Other emails excluding recent purchasers.

John: 00:14:15

Okay, so these are people that probably are in their email list, that they're

John: 00:14:18

just continually cycling it through.

John: 00:14:20

We can look at the audiences and find out is it actually working well.

John: 00:14:23

So we wanna, we can kind of dive deeper into each individual.

John: 00:14:26

One email list here, $27,009 Cost for conversion.

John: 00:14:30

Are we counting just the good sales?

John: 00:14:34

This one looks to be good.

John: 00:14:36

These are all purchases.

John: 00:14:38

Excellent.

John: 00:14:38

Now this is YouTube again, we're missing 90% of the conversions that

John: 00:14:43

actually came from this, this campaign.

John: 00:14:45

So this is working very well at $9 cost per acquisition.

John: 00:14:51

Missing conversions, low hanging fruit, good opportunity.

John: 00:14:54

Would you scale?

John: 00:14:54

This one depends on how often they're updating their lists.

John: 00:14:57

So let's just kind of go back and do more, generalized , information Here.

John: 00:15:01

We're looking at the brand.

John: 00:15:03

This is where we're gonna look at the audiences.

John: 00:15:05

The audiences are going to be less and less and less efficient.

John: 00:15:08

But these audiences are things that we're going to tell us the more, most truth

John: 00:15:13

in the account, similar to all visitors.

John: 00:15:16

Good.

John: 00:15:17

All right.

John: 00:15:17

Now let's see.

John: 00:15:18

, lifestyles and hobby.

John: 00:15:19

Pet lovers.

John: 00:15:19

Pet lovers has a good cost for conversion, which means Google knows

John: 00:15:23

these people and they're Google the brand and they're buying, which means

John: 00:15:25

this is an audience that we can expand upon because we know that when they

John: 00:15:28

find out about our brand and they buy, even if it's a return, it's cheap.

John: 00:15:32

Good.

John: 00:15:32

This is what we're gonna gather on the brand campaign, the brand campaign.

John: 00:15:36

Has a lot of truths in there that can be extracted and

John: 00:15:39

brought back to the beginning.

John: 00:15:40

So what I'm doing now is I'm kind of finding areas of low hanging opportunity,

John: 00:15:43

so I can say, consolidate, run these, start these, and you'll have good

John: 00:15:46

success and track it and measure it.

John: 00:15:48

This way.

John: 00:15:49

The brand will tell you who your customers are.

John: 00:15:52

It's still very, very valuable.

John: 00:15:53

That's why it's always a good deal to, as well, to run the brand.

John: 00:15:57

So pet lovers, affinity nail it.

John: 00:15:59

Pet supplies good.

John: 00:16:01

We have a few pet clients and I also can tell you that these

John: 00:16:03

are good for them as well.

John: 00:16:05

So that's just something this is a truth that's becoming verified.

John: 00:16:08

The dog lovers, which is my best, , personally on YouTube.

John: 00:16:11

Good.

John: 00:16:12

, home and garden decor enthusiast.

John: 00:16:13

Okay.

John: 00:16:14

Mother's Day dining.

John: 00:16:14

Now you can kinda see where they fall off a little bit.

John: 00:16:16

Cat lovers good.

John: 00:16:17

I don't know about home and garden as much.

John: 00:16:19

It could just be an overlap.

John: 00:16:20

, but then the conversions drop down.

John: 00:16:22

But right now we can see that our pet lovers, our pet supplies

John: 00:16:25

and our dog lovers are our three biggest, , good audiences.

John: 00:16:28

Remember when we did the training where we were talking about

John: 00:16:29

top funnel and ways to expand?

John: 00:16:31

When I said use Google's affinities in end markets, their own

John: 00:16:34

database, this is still holding.

John: 00:16:36

Google knows the most about the, about these people because it's a very wide

John: 00:16:39

audience that Google continuously watches and fills with more cold traffic daily.

John: 00:16:43

It's not dsk, it's not placement.

John: 00:16:45

, it's evergreen.

John: 00:16:47

. So we'd have, you normally would take a note, drop it off to the side

John: 00:16:50

and say, here's where the audience is gonna start to target when we're

John: 00:16:52

looking at YouTube specifically.

John: 00:16:53

So we've got the brand campaign shopping campaign.

John: 00:16:56

I'm okay with the running a T Row ads, which I actually, I

John: 00:16:59

like this one's working really well and everything's fine there.

John: 00:17:03

There's probably a little bit too much brand, but that

John: 00:17:04

will, that'll be easy cleanup.

John: 00:17:06

So let's look at some of the YouTube videos here.

John: 00:17:09

This is where I think that there's a lot of low hanging.

John: 00:17:12

There is a total, and I hate these columns here.

John: 00:17:15

Lemme just turn these off real quick.

John: 00:17:16

Cause they always make this screen really fat.

John: 00:17:18

There we go.

John: 00:17:19

there is a good amount of YouTube.

John: 00:17:21

So YouTube in feed subscribers, engagement, instream subscribers,

John: 00:17:24

engagement, customer emails, YouTube, remarketing, remarketing, marketing.

John: 00:17:28

They have not gone cold yet.

John: 00:17:30

It doesn't look like it, it looks like the subscribers and engagement

John: 00:17:33

could be people that are subscribed.

John: 00:17:35

So let's just check this out here.

John: 00:17:36

All right, so this is actually.

John: 00:17:39

Is this just pure cold,

John: 00:17:41

no topics?

John: 00:17:42

Oh, the running placements.

John: 00:17:43

Okay.

John: 00:17:44

Really low views.

John: 00:17:46

Until until yesterday when Google lost all converter tracking says uh oh.

John: 00:17:50

And they gotta figure something out.

John: 00:17:53

. All right, so those are using placements, which is actually really interesting

John: 00:17:56

cause they're not getting, they're not getting anything from their placements.

John: 00:18:00

, but their other, their expansion is actually on right now.

John: 00:18:03

It's still not delivering anything.

John: 00:18:05

Okay.

John: 00:18:06

, no exclusions where I showed.

John: 00:18:09

So here's what's interesting is when you look at the cost and you look at

John: 00:18:12

the placements, their, expansion is turned on, which means, Hey, I'm gonna

John: 00:18:15

target these very specific campaigns.

John: 00:18:17

Are these specific channels on YouTube?

John: 00:18:19

Awesome.

John: 00:18:19

Now what happened?

John: 00:18:20

Well, we spent 16, $4 for, and like, you know, 0 cents on these five placements.

John: 00:18:26

What else happened?

John: 00:18:27

Well, I spent $2,700 on whatever YouTube wanted to do.

John: 00:18:29

So this campaign is running coal.

John: 00:18:31

, just no targeting, no audiences, no signals, no

John: 00:18:34

demographics running wide open.

John: 00:18:36

They call it infeed subscribers and engagement.

John: 00:18:38

It's not, it's a placement with expansion opportunity that ignored the

John: 00:18:41

placement of this things is not gonna grow and then we're not gonna track it.

John: 00:18:43

This right now is wasting.

John: 00:18:45

Nothing but just a ton of asset in the last 30 days with zero

John: 00:18:49

conversions off of Google's.

John: 00:18:50

Just, I'm gonna guess where to go.

John: 00:18:52

I'm not gonna feed myself any sort of good conversion.

John: 00:18:54

I'm gonna track three things, three days, but anything that did come from

John: 00:18:57

this channel here is just gonna show up where the brand, because we're not

John: 00:19:02

tracking what's actually moving the needle because we're leaving everything up to.

John: 00:19:06

So this one here, I would shut off completely redo.

John: 00:19:09

It's not a placement campaign.

John: 00:19:11

95% of all that aspect did not go to the placements.

John: 00:19:14

So you start to dive in deep and you think, what am I, what the,

John: 00:19:16

is the campaign trying to do?

John: 00:19:17

What I think is the campaign trying to do it?

John: 00:19:20

What is it actually doing half the time?

John: 00:19:22

That's the issue.

John: 00:19:22

Well, I think it's going to placements.

John: 00:19:24

It's not, I think it's tracking conversions.

John: 00:19:25

It's not.

John: 00:19:27

So I think the brand campaign is doing really well.

John: 00:19:30

It is why?

John: 00:19:31

I don't know.

John: 00:19:32

, so that's the one , that's not working.

John: 00:19:34

Now let's look at, was that the, yeah, I think that was

John: 00:19:37

the subscribers, uh, in feed.

John: 00:19:40

Let's do skippable.

John: 00:19:42

So are we on placements again?

John: 00:19:45

Okay, so we're on placements, but this one's not running as well.

John: 00:19:49

Other, which is like traffic not included.

John: 00:19:52

This one.

John: 00:19:52

So we spent all of our ad spend again.

John: 00:19:56

You're cool again, . So we have two campaigns that are trying to target

John: 00:20:00

placements that aren't actually showing up in placements because Google said,

John: 00:20:03

ah, haven't ignore that because it can't, you left that setting on.

John: 00:20:05

So YouTube right now, two things in YouTube are not.

John: 00:20:09

All right, so what have we learned?

John: 00:20:11

Well, we learned that our YouTube campaigns in the video are

John: 00:20:14

spending 8,000 of the 24,000.

John: 00:20:16

So one third of the spend and the two campaigns that are spending $6,000

John: 00:20:21

almost of the $8,000, is just a pure cold campaign without targeting.

John: 00:20:25

And cross your fingers and we're not getting anything.

John: 00:20:28

We're not tracking it.

John: 00:20:29

Typically a bad advertiser will say, yeah, well, you know, YouTube doesn't

John: 00:20:33

have good click through engagement.

John: 00:20:34

And I would chalk it up as well.

John: 00:20:36

What you tried to happen didn't happen.

John: 00:20:37

It's doing its own thing and you're not tracking the actual

John: 00:20:39

convergence long enough.

John: 00:20:40

And that's one third of your spend.

John: 00:20:42

Can I scale this?

John: 00:20:43

No, absolutely not.

John: 00:20:45

I can't scale your email list.

John: 00:20:47

But these two that you think are working are actually not, so

John: 00:20:50

that's 6,000 outta the 24,000.

John: 00:20:52

I can shave off six grand right now and you probably wouldn't feel a.

John: 00:20:55

No conversions would really drop in a brand.

John: 00:20:57

You might see like a 5% drop.

John: 00:20:58

You're not gonna see a third.

John: 00:21:00

It's, it's just not that good.

John: 00:21:01

I would've tracked at least a click or a three day view through

John: 00:21:04

conversion the last 30 days.

John: 00:21:05

If it was working in the slightest, it's not.

John: 00:21:06

So we just chunked off one third of the entire account from a huge

John: 00:21:11

inefficiency that this company apparently doesn't know about.