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Using Northbeam to Analyze First Click vs Clicks Only to Boost Omnichannel Marketing
3rd July 2023 • The Google Ads Podcast • Solutions 8
00:00:00 00:08:02

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Join Andrew Foxwell, CEO of Foxwell Digital, as he interviews our very own Co-founder and Senior Google Ads Strategist, John Moran on boosting omnichannel marketing by analyzing First Click vs Clicks Only data.

In this insightful episode from the Northbeam webinar, you'll also learn John's expert techniques for scaling campaigns using MER (Media Efficiency Ratio) and CAC (Customer Acquisition Cost). Listen to this episode now!


Watch the full webinar here:

How to optimize paid search with accurate attribution with Solutions 8 | Northbeam x Foxwell Digital:   

 • How to optimize p...  


Northbeam: https://www.northbeam.io/


Connect with Andrew Foxwell on LinkedIn:

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Connect with John on Linkedin: https://www.linkedin.com/in/johnmoran...


Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/


Related videos:

💣 The Secret to Google Ads Success: Mastering Media Efficiency Ratio (MER):   

 • 💣 The Secret to G...  

🔥 Google Ads POWER HOUR: Identifying CAC and LTV   

 • 🔥 Google Ads POWE...  


0:00 Intro

0:39 Using Northbeam to Analyze First Click vs Clicks Only to Boost Omnichannel Marketing

5:01 Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/

6:40 Using MER and CAC in scaling your business



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🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3):   

 • 🤖 The Ultimate Gu...  

  

 • 🦾 The Ultimate Gu...  

  

 • 🦿 The Ultimate Gu...  


Want to learn more about Google Ads Performance Max? Here's the link to all our PMax guide videos:

  

 • Performance Max  


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Transcripts

Kasim:

Getting into it.

Kasim:

Another question.

Kasim:

One thing I thought was interesting.

Kasim:

so North Beam just rolled out they now have one day benchmarks, which

Kasim:

is pretty cool because, A lot of us have used North Beam and we're

Kasim:

doing that calculation manually.

Kasim:

So they have that actually, they just rolled out subscription

Kasim:

capabilities too, which is pretty cool.

Kasim:

But to, you have a point about utilizing a Tip u, utilizing first click.

Kasim:

Versus clicks only to see where new customer acquisition is starting

Kasim:

when running omnichannel accounts.

Kasim:

Do you wanna talk about how you use that?

Kasim:

I thought that was really interesting.

Kasim:

We've touched on it a little bit.

Kasim:

Mm-hmm.

Kasim:

Like, we've touched on some parts of it, but how do you specifically do that?

Kasim:

Yeah.

Kasim:

And so what's interesting is because you're going to look at first

Kasim:

click, what I like is that, clicks are always those are reliable.

Kasim:

Those are very reliable and it's only because the fact that any

Kasim:

third party data analyzing tool like attribution tool is going to need to

Kasim:

redistribute data that it can't see.

Kasim:

So what I mean by that is it says, okay, I know I have 50 direct users.

Kasim:

We don't exactly know where these people came from.

Kasim:

There's just, , privacy policy, they had to use app, whatever it may be.

Kasim:

We just can't see it.

Kasim:

what any tool will do is take those and, model it to what the click

Kasim:

data and historical averages and spend amounts have been doing.

Kasim:

that's.

Kasim:

Fairly accurate.

Kasim:

It's not a hundred percent accurate.

Kasim:

Nothing ever will be, but a way to get closer to what's actually

Kasim:

happening is looking at those first touch points that you know are not.

Kasim:

Prospecting heavy channels things like inbound, for example,

Kasim:

inbound search, inbound shopping.

Kasim:

those things that are identifying where the first touch points are

Kasim:

that you know is cold traffic.

Kasim:

So when you're looking at first touch, it allows you to identify.

Kasim:

The first path of the sequence that you can scale very hard to scale.

Kasim:

The second click very impossible to scale the last click.

Kasim:

That's why people usually dump a whole bunch in the brand and call

Kasim:

it a day and call themselves a good marketer, cuz they only look at roas.

Kasim:

. Scaling first touch allows you to identify, okay, if this is

Kasim:

a inbound campaign, I don't care that they joined email.

Kasim:

I don't care that they came back directly, organically, whatever it may be.

Kasim:

Got remarketed by Facebook, remarketed by my own YouTube campaign, doesn't matter.

Kasim:

First touch allows you to say, okay, this is where I need to start to

Kasim:

push, because regardless of their return path, which is gonna be 75

Kasim:

paths long, this is what I can scale.

Kasim:

So that's the part that I think is really important.

Kasim:

And this is omnichannel.

Kasim:

It doesn't matter.

Kasim:

it doesn't matter what, platform you're using.

Kasim:

So, When you look at the difference between clicks only, which is linear,

Kasim:

essentially it's going to divide the clicks up by multiple channels.

Kasim:

That's okay, but where do they first click?

Kasim:

And lemme just grab the platform here.

Kasim:

There we go.

Kasim:

So when you're looking at Google, for example, taking the first time versus

Kasim:

returning customers and changing it from clicks only to first touch.

Kasim:

I have multiple monitors here, so sometimes I'll, Put 'em together

Kasim:

and I'll be able to identify the deltas between the two.

Kasim:

I'll use first clicks on one view.

Kasim:

I'll use clicks only on the other one and see what the differences is and

Kasim:

anything that usually has a lower cac.

Kasim:

First time on on clicks, you can push there.

Kasim:

for example, this should be pretty simple now to adjust.

Kasim:

So the feed only one is getting 26 first touch and 21 clicks only.

Kasim:

Okay, so the first touch point that was able to be seen by Nor Beam is $5 higher.

Kasim:

Good.

Kasim:

That's still lower than my average.

Kasim:

This is using cold traffic.

Kasim:

Targeting is trying to keep my standard.

Kasim:

Shopping is doing good, so that's where you'll look at the clicks only

Kasim:

versus First Touch Standard Shopping.

Kasim:

This pillowcase, 78 clicks only First Touch 80.

Kasim:

Okay.

Kasim:

This is not always the first path in the sequence.

Kasim:

This went higher.

Kasim:

So looking at what is the lowest first touch and looking at, is it

Kasim:

cold traffic and is it scalable?

Kasim:

That's where you real reallocate your ad spend.

Kasim:

If you're looking at linear, you can't scale.

Kasim:

Linear can't scale that.

Kasim:

You can only scale where the interest is coming from.

Kasim:

That you can confirm is non brand cold traffic.

Kasim:

So flip flop in the two will say, is it good because it's.

Kasim:

Multiple paths.

Kasim:

Okay, that's fine.

Kasim:

But is it also good on first touch?

Kasim:

Good.

Kasim:

Now you'll have the first touch, the seven touch, and then an organic

Kasim:

return traffic that was gonna convert.

Kasim:

Perfect.

Kasim:

That's your conversion path that you're starting to push into.

Kasim:

Yeah, I mean, that kind of thing is, insane in reference to.

Kasim:

Just having more control.

Kasim:

I mean, just, just like it's, it continues to be what you're talking

Kasim:

about, which is just more information.

Kasim:

and I mean, I'm a client, I want an that's incredible information.

Kasim:

Mm-hmm.

Kasim:

to know that it goes across all channels.

Kasim:

We've worked very closely with all of the advertisers inside of businesses

Kasim:

and I'm like, Hey, first touch on inbound demand for this is doing good.

Kasim:

Take Facebook and start to push the demand's there.

Kasim:

We just need to sync.

Kasim:

So it's great.

Kasim:

Yeah.

Kasim:

I mean, so taking, kind of continuing the idea of of control.

Kasim:

So you've talked a lot about m e r how do you use e r to track scale for

Kasim:

these top of funnel campaigns for like YouTube instead of clicks and views?

Kasim:

I mean, Because there's obviously inherent loss of attribution

Kasim:

in some of those channels.

Kasim:

Yep.

Kasim:

And it's also gonna kind of cover like two things, I guess I would say.

Kasim:

One is me r, but the other one is also gonna be specific me R

Kasim:

goals or CAC goals or ROAS goals.

Kasim:

you'll see that it doesn't matter.

Kasim:

And that's what what's really interesting is top line is

Kasim:

the only thing that matters.

Kasim:

This is year over year performance for one of our clients.

Kasim:

It's the 12th through the 12th, so last 366 days, I added a day.

Kasim:

It's okay.

Kasim:

So last year over year performance, what you'll see here is that

Kasim:

our cost total increased by 22%.

Kasim:

Our revenue increased by 37%, so we got 12% better growth year over year with 20%

Kasim:

growth year over year with a 10% less cac.

Kasim:

Facebook stayed the same.

Kasim:

Facebook, we didn't add a dime to it.

Kasim:

It's the person kind of doing it themselves.

Kasim:

They don't really know what they're doing.

Kasim:

they're happy with just kind of hanging tight and doing the same thing they've

Kasim:

been doing for the last five years.

Kasim:

And I said, I'm gonna go elsewhere.

Kasim:

That's fine.

Kasim:

you'll see that Google Ads got better, it increased by 20%.

Kasim:

M e r, that's not much of what I was doing.

Kasim:

I'm still using Performance Max.

Kasim:

I'm still using standard Shopping.

Kasim:

Like, it's been a fairly similar strategy.

Kasim:

The only thing that we've actually introduced is YouTube.

Kasim:

So you see YouTube went up a thousand percent to 36,000 this last year.

Kasim:

three grand a month in YouTube.

Kasim:

Now it looks like this is failing.

Kasim:

Right?

Kasim:

A 1.57 is way worse than Facebook, way worse than Google,

Kasim:

way worse than everything else.

Kasim:

Mm-hmm.

Kasim:

But because we're using clicks and views or clicks, only I.

Kasim:

Both linear models, this is being heavily reduced because it is saying,

Kasim:

Hey, they see a YouTube ad and then they go through Share a Sale because

Kasim:

they Google this brand's coupon code.

Kasim:

They come in through other, which we can't identify.

Kasim:

They join the email list and then they convert Facebook remarket them.

Kasim:

People started to get picked up on the Refersion and then Google

Kasim:

Ads got better brand and we won.

Kasim:

Great.

Kasim:

We won.

Kasim:

I don't care.

Kasim:

This is a 1.57.

Kasim:

The client, I love this client, they wouldn't do it, but a client

Kasim:

calls me and said, you know what?

Kasim:

I don't like YouTube.

Kasim:

I'd be like, I'm not doing it.

Kasim:

You have to fire me.

Kasim:

If you wanna cancel this, I'm not doing it.

Kasim:

Mm-hmm.

Kasim:

So that's where we're looking at top line where everything gets helped.

Kasim:

We had 40% new users where Google didn't.

Kasim:

Google got less.

Kasim:

Google Ads had less and more visitors.

Kasim:

We got 40% newer users for 35% more transactions.

Kasim:

So the only thing that we did year over year different was add three grand a

Kasim:

month on YouTube and it helped everything.

Kasim:

But it got a 1.57 roas.

Kasim:

I don't care.

Kasim:

that's diluted.

Kasim:

It actually probably got a four, but it hit three other channels.

Kasim:

Right, right, right.

Kasim:

Yeah.

Kasim:

It's part of, it's part of the overall path.

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