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this is how to account for just what actually matters.

It doesn't take long if you follow these steps.

So let's see if there's any inefficiencies that we can see that are not working well.

Is that gonna help 'em?

No.

Can I scale it?

No idea.

These are all useless campaigns now.

Good.

We're fine here.

Local majority conversions are probably above goal.

When I scale this, not yet, take just the areas that's actually gonna

move needle, just the areas that are spending, just the areas that

are actually providing good value.

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

inefficiency that this company apparently doesn't know about.

Let's look at.

So of our shopping campaigns, we have a shopping, a non-brand, a non-brand,

and all products, and they're using the high and low priorities.

So let's see what we're spending the most amount of money on.

As a generic, the cost is $36.

Okay?

If we're looking at the products that are selling, because we're using data driven,

should be fairly evenly distributed.

So let's see if there's any inefficiencies that we can see that are not working well.

Then convert cost.

So now we're just gonna evaluate the main shopping.

Pareto's 80 20 rule.

I can't beat up a $2 per month campaign.

It's not gonna make a difference.

Don't even talk about it.

Look at where it's actually working or what's actually spending the most amount.

So we have this campaign or this one that's doing 3, 5, 4 5 2, 5, 4, 6, 3.

Good.

We're fine here.

Both majority conversions are probably above goal.

When I scale this, not yet.

Let's look at the keywords in the search terms, the conversions that are coming in.

There's too much brand.

That's 22, that's 12, that's three, And you see that they're actually having

some split conversions in between here.

I would probably take these and wanna remove about 30% after you go through

every single one of these search terms and find all the other ones that

are talked about like way down here.

Select that was not a dollar 30 conversion.

That was brand and that should not be in the non-brand campaign.

So after cleaning this thing up, yep, you can reset.

This is a scalable campaign once it's optimized correctly.

we got one shopping campaign we found so far with merit.

We went through all the YouTube so far, and we went through

just one shopping campaign.

So let's stop back into the shopping.

Let's look at non-brand R L S A.

Okay, so non-brand rlsa should have nothing but non-brand.

Okay.

We have two.

play Rabbit feed.

That's good.

Here.

So we got two campaigns.

You have a shopping campaign and you have your R ls a shopping campaign.

Both.

good.

That's probably, we're doing about 80% of the work in this whole account too.

And that's what we wanna do is identify areas where we

can stop, spend, and rescale.

Right now, I got $6,000 more than I to save them and I can put

into shopping now and scale that.

Why?

It's, high quality, non-brand cold traffic is what it looks like so far.

and then that one didn't spend enough and that one didn't spend enough.

So I'm gonna ignore these two.

So, cool.

We have two shopping campaigns and I can increase by $6,000 a month.

This can go from four to 10 and they will instantly pretty much double the amount of

sales that they're gonna achieve for the same exact price that they're paying now.

YouTube isn't doing anything.

Look at search on search campaigns.

It's gonna be a little bit more a little bit more finicky because there is a

lot of non-brand that we can't see what actually was generated from it before.

There is some shopping return traffic there, and we're gonna verify

that actually here in a moment.

But now we have a whole heat ton of search campaigns that are using

Target cpa and these aren't spending enough to really move the needle.

Anything that's spent less than a hundred dollars I don't care about.

So now we've just taken.

Was this 11 of the 24.

We just hacked 'em right all off because this combined spent

probably about 150 bucks a month.

Is that gonna help 'em?

No.

Can I scale it?

No idea.

These are all useless campaigns.

Now to me, I can't tell you what happens after nine two and 0, 0 0.

let's focus on what we're spending the most amount of money on.

let's do this Let's do cost, and we're gonna say cost is greater than 200.

It's not a 30 day period on a $24,000 account.

There's only nine campaigns that's spend more than $200.

We just hacked off all of those other campaigns.

I'm not even gonna think about 'em.

I'm gonna build 'em from scratch.

They're not worth our time evaluating.

Because they can make all the changes in the world that we would mention in

those campaigns, they would still be like, yeah, nothing's happening now.

You're right.

we focused on the irrelevant, so now we're looking at $6,700 or

$2,700 is coming in from, so okay.

It's about 65% of all their ad spend is coming into the brand campaign.

So we have to kind of take this one and also exclude that right now

just because it's irrelevant now.

But we're gonna go through that here in a moment.

So the campaign name that contains, oh no, I didn't mean to click on that.

It's not contained that one.

so now we've spent $4,000.

remember we spent essentially $4,000 in shopping campaigns that are

good so far that we find out of 23.

That's about it.

The brand campaign.

I'm ignoring YouTube campaigns.

We're ignoring.

We've found about four to $6,000 of quality spend so far out of 23,000.

How we're gonna evaluate the last four.

So now let's evaluate what's going on in here.

So now we have $2,000 in spend.

That is not the brand campaign in search, and that's a $26 cost for converge.

We know it's 50.

Okay, that's a two x return on average.

However, we haven't removed all the brand yet.

Search campaign, search term contains So now if you're in any of the search

campaigns that don't have search terms, that's $16 in conversion.

Good.

This is good.

This is only now $685 of cold traffic search campaigns.

It's getting us $16, but again, we only have 40 conversions.

Out of how many account total?

2,100.

No.

2,724.

So the non-brand search campaigns brought us 40 of those.

. 40 outta 2,700.

what we're looking at here.

We've just essentially went through the entire accountant show that

80% of your spend is inefficient.

Your non-brand search brought you 40 of those conversions out of 2,700.

Your non-brand shopping that's working well.

That non-brand shopping, that's actually moving the most amount of Of

assets or some most amount of products your shopping campaign brought you.

So let's say 40, the non-brand shopping, let's just say this one brought 254.

Cool.

So let's combine these, even though it's some brand in there to 300.

So now what we know is 300 of the 2,700.

Been not because of your brand name.

YouTube, we can't tell.

We have to rebuild that one.

That's gone.

Your search campaign, only 40 conversions are there.

Your shopping campaign, only 250 are there, or let's say 300.

So this send 365.

Let's get better the doubt and call 'em all on brand.

365 conversions out of 2,700.

Our brand or null spend, Vanessa's hasn't been able to scale.

It wants to scale aggress.

That's the reason why he's hit in this position right now.

You can't scale something that's 80% fat.

It's just gonna double down on, especially with restricted bidding strategy,

especially if we're only counting a three day conversion and do through.

And especially if we'll let Google do all the targeting.

what I would also invite you all to do on the brain transfer is

you've seen how the brain works.

You take the macros of everything.

Take just the areas that's actually gonna move needle, just the areas

that are spending, just the areas that are actually providing good value.

Because if you take your ad spend, just sprinkle across everything

and scale up, your conversions are not gonna move very much.

your cost per conversion is gonna spike, your ROAS is gonna dip.

The restrictive bidding strategies are gonna kick in.

They're gonna pull back down that bend and they're gonna go,

I don't know what's going on.

This is how to account for just what actually matters.

It doesn't take long If you follow these steps, check conversion, tracking,

check where the spend is going.

I don't care what they're called.

Non-brand, I don't really care about anybody's interpretation of this account.

We can see the truth right in front.

Arise when we removed all the small.

There was 350 at a 2,700 that came from people that didn't know about them.

And yeah, no wonder why they can't scale, especially using

the restricted bidding strategy.

especially not capturing all of those conversions and then letting Google

do its thing, that's not a good idea.

Because of that, we're looking at a very.

Low net profit.

This account right now has a 630% roaz.

Anybody worth their salt here on this call because they're all excellent marketers,

knows that A 630 roaz when running one 30 YouTube is not cold traffic.

That's the first thing that's gonna jump out to you when you see

a 6.3 x return for the account.

There's no.

That you can say with any sort of high degree of efficiency and,

intellectually honesty and intellectual.

Yeah, we took 23 K on YouTube.

It turned into 1 46 cold traffic.

Nope, it's not gonna happen.

This would really need to look like a 1.5 for this account to actually grow.

So when the person, when if I talk on the phone with this person,

they says, Hey, how do we scale?

It's like, well, one, your raw eyes is way too high.

That means that we're just capturing all those people that are

already gonna buy from us anyway.

My thing would be is not necessarily scale.

I've cut, spend 80%, Check your direct and your organics and

see does that reallocate itself?

If so, we just saved you eight.

Or how much do we save them?

Saved them $8 out of their $50 purchase.

That could have been half the profit margin for all we know.

and if that is half the profit margin and we say 'em all that spend, that

means now they're banking that money.

That's their money in their bank account.

They're getting that yippy, Skippy.

Good.

They're probably running Facebook, I would imagine, because of the amount

of brand that's running in there.

Okay.

I'm sure they're probably running Facebook.

It has to.

We know that Google targeting is not delivering us third you know,

ax returns on a brand from a YouTube campaign that's never tried conversion.

Those two don't match up.

So they have to be running, either they have to be in store

or running other marketing.

that's one of the reasons why this campaign is running at $8 CPCs,

or, sorry, $8 cost for conversion.

That's because of search campaign.

That's 60 or like 75% of all their, sales.