John Moran, our Senior Client Strategist, continues to dig deep into the Google Ads account that hasn't been converting on cold terms. He doesn't analyze the Performance Max campaign, which only converts on brand terms. He also analyzes their YouTube ad sequence campaigns that don't seem to be getting any sales. He also dives into the important metrics to cover, attribution, and all the traffic sources. Listen to this episode now and discover John's recommended strategies for better targeting and traffic quality to improve overall campaign performance.

If you haven't seen Part 1 yet, watch it here:   

 • 🧐 What to Do if Your Google Ads Campa...  

PS: This episode is from a recent internal Solutions 8 training.

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0:00 Intro

0:32 What to Do if Your Google Ads Campaign Is Not Converting on Cold Terms - Part 2

5:42 Check all ad spend in all traffic sources

10:42 Considering the time lag with conversions and conversions (by conv. time)

15:46 John’s SOP when running YouTube ad sequence campaigns

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#googleads #digitalmarketing #googleadsbestpractices #ppc

So our Google ads campaign, especially our PMAX campaign is

2

not doing anything for us because

that is going to live and die.

3

I would imagine you've

probably seen performance max.

4

If we're following that correlation, it's

like when product syncs up, we look great.

5

Proxy down, we look bad because

performance max is using that

6

as a external traffic source.

7

We're not necessarily

driving any of our own users.

8

and then this thing also gets

blown up where it's like,

9

So John, if I'm seeing like, we've just

launched that YouTube campaign, and

10

we're not getting a whole lot of traffic,

but I'm seeing Shopify, we're just not

11

like top line numbers aren't moving.

12

Like orders are down or

total sales are down.

13

So I'm just like, I'm having a hard time.

14

I guess with the client, I know the power

of a top of funnel strategy on YouTube and

15

driving good quality traffic, like top of

funnel, and then converting through brand

16

or wherever they're going to convert.

17

But it's hard for me to justify, when

I'm not seeing anything like top of line

18

really move, like in terms of sales, like

sessions have increased conversion rates

19

going down, If you can help me Absolutely.

20

So here's 1 thing to note is when

you're looking at these metrics in

21

the back end, the different stream,

like gross and net or attribution.

22

All this right here, for example, is

a total amalgamation of everything,

23

which means when you drove your YouTube

campaign, so to go to the online store.

24

Yes, this is a different,

what date range are you at?

25

This is the date that you started YouTube.

26

Okay.

27

There was also a sale in between

here, which muddles things a bit.

28

Exactly.

29

Now, what happened on ProductSync

during that time that lost

30

61 percent of its revenue?

31

I think he pulled back his spend.

32

So those two things are not Are going to

cause, this to not be a reliable, metric.

33

So while we're looking at leading

indicators, like we started

34

YouTube online store did better.

35

Okay, now what was the online store?

36

Why was it getting better?

37

let's look at some traffic sources.

38

So traffic on direct is

gonna be down heavily.

39

All attribution side of here sucks.

40

The direct traffic is things inside

of the back end of Shopify by

41

saying this came from product sync.

42

where's product sync?

43

Product syncs on our site.

44

So we're sending our own

traffic to ourselves.

45

Yes, attribution Shopify is dead.

46

That's why this number here is going

to be really hard to attribute.

47

So sales by traffic source

of being down indirect.

48

Means that these here are going

to be a little bit messed up.

49

This isn't real metrics because this

means that there is an attributed

50

sale, which would mean that these

metrics here, which is funny to

51

think about all of this revenue here.

52

7, 000, 7, 000, 6, 000, 6, 000 is

only going to be able to be identified

53

and some here.

54

So it's interesting because this means

I don't know, but this means I know.

55

So you see how the brand went down 37%.

56

So our brand seems to be following

whatever their product sync outreaches

57

to Boola, Outbrain, Influencer.

58

So our Google ads campaign,

especially our PMAX campaign

59

is not doing anything for us.

60

Because that is going to live and die.

61

I would imagine you've

probably seen performance max.

62

If we're calling a correlation, it's like

when product sinks up, we look great.

63

Proxy down, we look bad because

performance max is using that

64

as the external traffic source.

65

We're not necessarily

driving any of our own users.

66

and then this thing also gets

blown off where it's like, ah,

67

like awesome Easter sale people.

68

Oh, my God.

69

Look at the Delta between these two.

70

So this Delta is the same as that

Delta, which is the same as that Delta.

71

so the blue has stayed about the same.

72

The blue was only lifted up

by the purple, pushing it up.

73

A lot of returning customers.

74

New customer growth is if the blue is

starting to crawl away from the purple,

75

but we already established that this

company makes majority of its first

76

time sales through attentive and Clavio.

77

Where's it coming from?

78

Taboola, Outbrain, not Pmax, but when

we drive good old fashioned standard

79

shopping, as an example, and remember

my glass ceiling meeting from everybody,

80

a few weeks ago when I said traffic

sources will have different glass

81

ceiling, standard shopping might

hit and media efficiency ratio crash.

82

With 10 grand a month, that might

be the only 2 percent of available

83

traffic that we have in direct response

that wants to buy our product today.

84

So only 2 percent of the available

market that wants to buy your

85

product at any given time that

may 10 grand might be 20 grand.

86

I don't know.

87

But when we start to push past that, we

see NCAC drop or NCAC keep climbing up.

88

Okay.

89

We hit a point to make

sure in terms of pullback.

90

This though is going to be so

heavily reliant on this dude

91

here telling us what the hell he

is doing on that channel there.

92

If you're going to have 200, 000 swings

in 30 days, nothing that we do is going

93

to be helpful, but we should see though.

94

NCAC, boom, fluctuate 10, 20%, but at

crazy volumes, 40 NCAC, 10, 000 sales.

95

50 NCAC, 60, 000 sales, 20 NCAC, 12 sales.

96

So those things are, the NCAC is going to

fluctuate based on the amount of volume,

97

usually higher volume, slightly higher

NCAC, lower volume, slight lower NCAC.

98

So when we're looking at these big

swings, do we know if there's a

99

cost associated that he has here?

100

No, I don't know.

101

Okay.

102

And you said that he's running Google

and Meta, but he also runs Tubula,

103

Outbrain, those other types of things.

104

Yeah, those do have

costs associated to them.

105

Yeah.

106

And like affiliate.

107

So that would obviously,

yeah, it would have a cost.

108

Yeah, so that's what we have to

do is we have to get, hey, what

109

are you spending everywhere?

110

Because we're going to be driving some

high quality, good old fashioned traffic.

111

you're doing a meta.

112

But it's also going to look like meta.

113

It's going to look crappy, but if we

can see that we can have a scalable

114

achievable NCAC, because once they get

to your site, sir, it was a guy, right?

115

Yeah.

116

Once we get to your

site, sir, they buy that.

117

They go through the quiz and then you

text them and boom, we got a new customer.

118

Or then they start Googling Cora things.

119

is it good?

120

And then Cora converts

them under native ads.

121

I don't know, but all of the conversion

paths that these people have, that he

122

has figured out how to take, we want to

increase the amount of traffic to it.

123

We just can't, say PMAX followed

product sync and now we're good.

124

Yeah.

125

We've known this for a

long time with the PMAX.

126

It's just that even when we run standard

shopping, like standard shopping We'll

127

also stick with the branded terms.

128

So we can't get standard shopping

to go cold or even show like

129

impressions or whatever on cold

terms, peptide cream or whatever.

130

Like we get little volume there.

131

So that also becomes hard.

132

The only traction on like top funnel, cold

stuff was P max from, even though it's

133

half free marketing, and branded terms.

134

have you run a non

branded center shopping?

135

Yes.

136

repair and release.

137

they all should be non branded,

but they'll still branded

138

terms will squeak in there.

139

this is good.

140

because like really good amount

of quality down here, but, almost

141

like next to zero conversions,

which is like very high in CPA.

142

Yep.

143

And that's the same as.

144

I was just going to say, we didn't

see like a huge difference in

145

Shopify, but we could have been

looking at the wrong metrics and

146

that's totally on us if we were, but.

147

Yeah.

148

Yeah.

149

That's the thing too, is like this one

might've crushed it or might be really

150

broad, but peptides for skin, like that

seems to be a good, like when we can

151

attribute something that looks healthy.

152

Yeah.

153

It was a good term when

we could attribute it.

154

Yeah.

155

Yeah.

156

So if we say peptides,

that's 100 right there.

157

that's fantastic.

158

And we probably, we don't even

know what really came from this,

159

but peptides was like, yeah, boom.

160

And it was pretty consistent for

a hundred bucks, which we look at,

161

an average order value of one 26.

162

That's a, probably a really

shitty attribution, but

163

we're still giving them a 1.

164

25, even though we can attribute.

165

But yeah, so this is a good

indicator of good quality traffic.

166

what I would say is a good idea is to

go through and see like the themes.

167

So it definitely seems like a

peptide, neuropeptide, peptide,

168

even though that was called signal

does was peptide, skin camera,

169

peptides, like all of these are good.

170

So we turn this into a, try

to use a peptide, and do it

171

like a, do it T row as of 20%.

172

this has got good click.

173

The rates got really good.

174

this would be a really good indicator

to start to push into, to see how that

175

affects our NCAC totals, because this is

where we can see the interest, whether

176

they immediately buy on the site majority

of our ad spend should be going towards,

177

increasing that good quality traffic.

178

I think that PMAX is just trying to

get the returning users or people that

179

are, Googling things about their brand.

180

. Yeah.

181

That is what's happening.

182

Okay.

183

So John, in the sequencing campaign

in YouTube, for the same account, it

184

is, showing like it conversion in last

seven days, but in North it is zero.

185

Can you just help me why it is.

186

Like

187

Absolutely.

188

when you're looking in the last 14

days, what do you wanna measure?

189

Is the time lag between

conversions and conversion?

190

By time, what The go away stupid thing.

191

So check this out.

192

This is the last 14 days.

193

Let's just count this here.

194

At day one ish, the

blue is the conversions.

195

The red is the conversion

by conversion time.

196

So there is a time lag here between

when they started to engage with our

197

content versus when they actually

pulled the trigger on something.

198

And you'll see that this is, on

day two, this started to work.

199

You just didn't see it until day six.

200

So that top of funnel.

201

Is saying, okay, we're starting

to hit some cold traffic.

202

They're starting to

engage with our content.

203

Yes.

204

When did they buy?

205

we spent the money on day one.

206

They bought on day six ish.

207

I don't see the dates here, unfortunately,

but those are the things that we look

208

for is those kind of, Patterns, I guess

I would say those are the patterns that

209

we're looking at it's gonna be very much

like meta we're hitting that cold traffic.

210

They're not just going to see YouTube.

211

I'd be like, Oh, my God.

212

And then by, we're warming them up.

213

That's why high frequency is good on

YouTube, which is what campaign does is

214

this focuses on a high frequency because

the structure of the sequence means you

215

have to go through a high frequency.

216

That's what's really good here is

they're seeing at least four and if

217

they skip, they still see, skip one.

218

It's view base and the

whole story is different.

219

Like they might look same from

thumbnail, but they are totally

220

different videos, different story

and all of the other things.

221

like everything below this line,

impression skips, as our impression steps,

222

what this means is that, if they view,

and then skip this one, if they also

223

skip this one, they don't see that one.

224

So what I would say is take these here

and change this to, we can't rebuild.

225

Don't rebuild it.

226

It's a big pain in the ass to rebuild us.

227

But if it's usually a, impression

based skip, what it means is that

228

they can view this one, skip,

and then they don't see that one.

229

They don't see that one.

230

So usually at any point in time

that they skip, these are usually

231

just impressions after this, because

I'm going to force you to watch the

232

next ones, whether you skip or not,

233

especially here, it's if I skip

that one, they're not going

234

to see anything down here.

235

Because they have to view this

one in order to continue on, they

236

have to view this one, they'll go

through this one, which is great,

237

but see how you did this one.

238

Okay.

239

So you skip the 1st 1, you skip this 1.

240

Now you're going through all of it.

241

So this is probably going to have

the biggest path is step to skip 1

242

step to skip 1 and then everything else.

243

has less impressions because this

is the path that they are taking

244

now because of that structure.

245

Yeah, this is one that

says, okay, did you skip?

246

Yeah.

247

Okay.

248

This one's going to be it.

249

Everything else is going

to be you watched it.

250

You watched it.

251

You watched it, which is good.

252

It's okay.

253

but this will just skew those metrics

into being like, okay, if you skip the

254

perfect scenario and I force a video

at every section there on out, do they

255

come back on the 3rd or 4th video?

256

But we can't see that because

we're just forcing him through.

257

Okay.

258

You can skip everything

and this is the path.

259

So all of our non engage users have

to go through this path and we don't

260

see if we ever pick them back up yet.

261

That makes sense.

262

But, yeah, this is honestly in

this scenario, this is perfect.

263

This is what we want.

264

a 443 cost for conversion on impression

based attribution, which is I'm

265

imagining is probably going to be it.

266

Out of a type, gauge view, step two,

add sequence two, five, engage views.

267

Great.

268

This is okay.

269

as long as we can confirm this is fairly

cold traffic, which we can look at.

270

Here's one thing that I always

do in my YouTube sequences.

271

is build another ad group with the

people that, visit the site and

272

then clone that, from the other one.

273

So it's a big pain in the

butt, actually an easier way.

274

Just clone the campaign and in

the campaign here, have your

275

exclusions be website traffic.

276

So this one stays cold.

277

If they ever click,

they jump into the next.

278

The other campaign, which

is the remarketing one.

279

Then what's nice is if you want

to take that two 50 a day and then

280

the remarketing, let's say is that

50 a day, it's like, all right,

281

scale, I can scale a two 51.

282

Not necessarily scaled.

283

That could be going towards warm traffic.

284

That's on the site.

285

Sequencing stays pretty

cold though, which is okay.

286

So we're okay for now.

287

That's just yeah.

288

All right.

289

Everything that we're

doing is actually good.

290

We're starting to push, starting to scale.

291

I wouldn't just dump all of our money

into this one to scale it because

292

this will turn more warm later on.

293

that's what Google does.

294

so it'd be good to potentially

divide those into a prospecting

295

only and remarketing only that

have the same videos that when they

296

click, they jump into this campaign.

297

And so you can raise this up

20%, 30%, 40%, 50%, which means,

298

a 200 hour campaign and a 50.

299

He had 10%.

300

A 200 goes into 2050 goes to 55,

so they can still keep the same

301

amount of engagement, but you're

able to scale something that, is

302

prospecting traffic to hold that in.

303

This is fun.

304

Thanks, John.

305

I appreciate it.

306

Thank you so much.

307

You got it.

308

Good stuff.