Dive deep into the long-standing debate of whether you should have a dedicated remarketing campaign or just trust Performance Max to handle it.
Regina Bellows, Executive Director of StarterPPC, provides valuable insights on the matter to help you make an informed decision. This way, you can learn which option is best so you can maximize your remarketing efforts.
This episode is from StarterPPC’s YouTube channel, check it out if you want to maximize ad spend & achieve better results with a smaller budget:
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#googleads #googleperformancemax #googleadsbestpractices #ppc #ppcagency
Hi everybody, Regina here with Starter PPC.
2
:Today, we're going to talk about the
longstanding debate of whether to have
3
:a dedicated remarketing campaign or
whether to just let PMAX handle it.
4
:so here at Starter PPC, since we're often
working with very limited budgets, right?
5
:We only work with clients
that have 5, 000 or less.
6
:So we're working with small
businesses oftentimes we are not
7
:launching with a full PMAX campaign.
8
:if this is usually e commerce, right?
9
:We don't run PMAX usually with lead gen.
10
:So for launching an account.
11
:unless they're commerce and unless they
have a long history with a PMAX campaign
12
:that's already existing and already
proving to perform, we'll usually just
13
:start with a PMAX shopping only, feed
only, whatever you want to call it.
14
:And what this means is that we try to
get PMAX to work like a smart shopping
15
:campaign, so it really only has the
product feed, it really only has the
16
:product image, the product title and it
can't do much more than just shopping ads.
17
:Or display remarketing.
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:Using the shopping ads, right?
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:So it can follow people around the
internet, which with the pictures of the
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:product and the product titles, but it
doesn't really have any other assets.
21
:Everyone's in a blue moon.
22
:Google will just make up their own assets.
23
:That's a whole nother thing, but we try
to just restrict it in the beginning.
24
:And then we'll switch
to full P max later on.
25
:Once there's a lot, a large body of
data, because full P max doesn't seem
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:to work very well for small businesses.
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:usually when clients come to us we ask
them please give us some videos, right?
28
:Because videos are gold.
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:You've heard me say this a million
times in my other videos in my
30
:videos, talking about videos are gold.
31
:So we try to get videos from clients.
32
:More often than not, clients
have at least a video that we
33
:can use as an ad, at least one.
34
:We would like 20, but we get one usually
or a handful and we will set up a
35
:dedicated YouTube remarketing campaign.
36
:This is also the case if we get
good lifestyle images, right?
37
:If our clients have some images with
human beings with faces and smiles,
38
:holding the product up to the camera.
39
:If you're lead gen, obviously there's no
products to hold up, but if you're lead
40
:gen, oftentimes you're selling yourself.
41
:Your services that you offer.
42
:And so you need to build trust.
43
:Videos, lifestyle images are
even more important for these
44
:types of businesses, right?
45
:So what we'll do is we will set up
a dedicated remarketing campaign,
46
:one for video, one for display.
47
:Let me show you what that looks like.
48
:Here, for example, is YouTube
remarketing, YT remarketing.
49
:So this is dedicated.
50
:oftentimes what we'll do in the beginning.
51
:And you can see here, it doesn't
use that much money, you guys.
52
:It's totally worth setting up.
53
:It just needs 2 a day.
54
:And here you can see the average
impression frequency per user.
55
:So every user is seeing at
least one of the videos in this
56
:campaign six times every 30 days.
57
:you can do this very cheaply
because cost per view, which I
58
:don't even have pulled up is usually
very low on videos on images.
59
:It's cheap to show these things to people.
60
:And also the audience
size is very small, right?
61
:It's not like a body of a million
people that are in the market
62
:because it's not outbound.
63
:It's not like you can just
tap into a body of market.
64
:These are like earned users who
have been to your site in the past.
65
:What is it?
66
:Six.
67
:I'm losing track.
68
:It's either six months or a year that
you can make your remarketing list and
69
:you always want to make your remarketing
list as big as you possibly can.
70
:Because why not?
71
:These are warm users.
72
:It's very cheap to show them videos
and images of your product and you
73
:can always just remove them from
this campaign when they convert.
74
:So you can add two audiences,
one that's targeting.
75
:Those are the website users and
one that's excluding, right?
76
:And those are the website converters.
77
:very cheap to run this.
78
:If we're running a full PMAX
campaign, meaning performance max
79
:campaign that has all the assets.
80
:So the product feed, but also ad copy,
also lifestyle images, also video,
81
:that campaign, it's probably going to
spend as much money as it possibly can.
82
:On remarketing, because that's
just what PMAX does, right?
83
:It brings in the ROAS.
84
:So it's going to go after
the warm traffic and the warm
85
:traffic is the website visitors.
86
:So you have to keep that in mind.
87
:if you want to lean into remarketing,
then I would suggest set up full
88
:PMAX and give it your lifestyle
images and your video assets.
89
:And then you have a tough decision to
make, I'm talking six months in when you
90
:have a large body of data and there's a
well established campaign where Google
91
:has lots of patterns to identify who
converts and how and when and where.
92
:Now you have a decision to make.
93
:Are you going to keep running your
dedicated remarketing campaigns or are
94
:you just going to let PMAX handle it?
95
:There's no right or wrong
answer here, you guys.
96
:It's just two dollars a day, so I
often lean towards just leaving it on.
97
:My thought process there is I
like the full control, right?
98
:I want to see that everyone's seeing
the videos six times a month, and I
99
:don't trust PMAX to do that correctly.
100
:PMAX claims that it goes after
cold audiences, although that
101
:hasn't been our experience.
102
:So if it's doing what it says
it's going to do, it could be just
103
:showing the images to people one, the
videos to people one time a month.
104
:That wouldn't be okay with me, right?
105
:So I like the full control.
106
:I also believe in the power of
remarketing, even though you often don't
107
:see a high return on these campaigns.
108
:I believe that they act like
billboards, and even though it's very
109
:hard to track how effective it is
you can play around with it, right?
110
:Turn it off.
111
:See if your overall marketing efficiency
ratio goes down for your business.
112
:Put it back on, see if it goes up.
113
:that's hard to tell, but if your videos
are good and you have the 2 a day.
114
:I do like to leave it running, even
though we might have a full PMAX
115
:campaign that also has those same
assets, but it's also trying to
116
:compete with our video remarketing
campaign or display remarketing.
117
:Some people don't share
this philosophy with me.
118
:And I think that's because when you start
to work with bigger clients, oftentimes
119
:what happens is especially e commerce
clients that do B2C product based stuff
120
:they'll be running, Facebook ads.
121
:And Facebook is really good at
getting cheap clicks and sending
122
:a bunch of people to your site.
123
:So you have a large body of
website visitors and the amount
124
:of traffic there goes up.
125
:my fear in this case would be
that PMAX is going to spend all
126
:its money on remarketing or too
much of its money on remarketing.
127
:So I will purposefully put a dedicated
remarketing and display remarketing
128
:campaign here with just a few dollars
in the hopes that it competes with
129
:PMAX and gobbles up some of that
remarketing traffic, thereby freeing.
130
:The PMAX campaign up to do what it
does best, which is cold prospecting,
131
:which it won't do much of, but you're
always trying to get it to do more of.
132
:So in that case, I do
like to have it running.
133
:However, some people just
want to see the ROAS, right?
134
:Some people just want to see it.
135
:And PMAX is really good at
getting that ROAS you guys.
136
:So when you're in a bigger space, let's
say you're spending 50, 000 a month.
137
:That would be a case where you
might just be like, ah, Screw
138
:this YouTube remarketing campaign.
139
:Let's just simplify things.
140
:Let's turn it off.
141
:Let's lean into PMAX.
142
:PMAX is a huge, large body of data,
and PMAX does a better job when
143
:you're working with bigger budgets.
144
:On average, not always.
145
:This is not a hard rule of thumb.
146
:But in that case, you might just want
to lean into PMAX and not worry about
147
:the dedicated remarketing campaigns.
148
:These are all my thoughts.
149
:Oh, another thing to consider is how
important remarketing is to you, right?
150
:How much money do you want
to dedicate to remarketing?
151
:For this, I try to think about
how long the sales cycle is.
152
:Okay.
153
:This is one good way to figure
out how long your sales cycle is.
154
:If you pull up the conversions column,
not conversions by time, but just
155
:conversions, and you go down to the
account row, you can hover over the
156
:number here and there's a pop up that
shows up and it says, It takes up to
157
:three days after an impression for most
of your conversion data to be reported.
158
:So now you know, okay, my, sales cycle
in Google ads on average is three days.
159
:If I move over to this account, for
example, there's a notice is five days.
160
:And that makes sense.
161
:They're both B2C e commerce
product based businesses.
162
:But the average order value in this
account is probably three times as
163
:much as the other account because
they're selling like very fancy very
164
:soft throws, like for your bed or
your couch blankets that cost, over a
165
:hundred dollars, that type of thing.
166
:Yeah, so five days here for some lead
gen businesses, like I was saying.
167
:Lead gen Marie marketing can be even more
important you guys because oftentimes
168
:you're selling services, right?
169
:So people have lots of questions about
what you offer they have to See you
170
:multiple times to build that trust and
decide I want to work with that person
171
:They are answering all my questions So
video remarketing so important in lead
172
:gen service based businesses For those
types of businesses the sales cycle tends
173
:to be weeks if not months how long
does it take for an intern to research
174
:which B2B service to, hire, make a list
for the boss, bring it to the boss.
175
:The boss brings it to the boss's boss.
176
:They decide on one, get
the credit card, come back.
177
:You know what I mean?
178
:That can take weeks.
179
:for these types of businesses
that have a longer sales
180
:cycle, you might decide, okay.
181
:Remarketing for us in particular
is very important because
182
:we have to educate people.
183
:We have to build their trust.
184
:So we're going to really lean into that.
185
:And we don't mind if people
see our videos eight, nine,
186
:10 times on average per month.
187
:And we have it in the PMAX campaign.
188
:Again, we don't really
do PMAX with lead gen.
189
:So this is just e commerce.
190
:We would have it in both places.
191
:So if you really believe in the power
of remarketing for your business,
192
:despite the fact that tracking doesn't
work well for those businesses, and
193
:you might never know how effective it
is unless you just turn it off and on
194
:and experiment with it a little bit.
195
:Then that's the way to go.
196
:Also how many videos you have this eight
times a month is not for one video.
197
:It's for all the videos in this campaign.
198
:So if you have two videos versus
if you have 20 videos, you can
199
:afford more or less views, right?
200
:Because people are going to
get exhausted by two videos.
201
:You might only want four
views on average per month.
202
:But if you have 20 really good videos,
you could scoot that way up there, right?
203
:20 times a month.
204
:I don't know.
205
:How many times could you be cycled through
those videos and not get sick of it?
206
:Just make sure if you're running
remarketing campaigns, there's this neat
207
:little trick where you can cap the views.
208
:So you go into the settings
and if it ever loads,
209
:then you click on additional settings.
210
:And you can see here
frequency capping, right?
211
:So this is going to let you
restrict how much money is spent
212
:in that campaign, which is nice.
213
:Cause you can very easily overspend
in a remarketing campaign.
214
:And then you check the frequency and
it's like a hundred times a month.
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:And you're like, Oh, I could
have used that money elsewhere.
216
:I could have used it on cold prospecting
instead of just annoyed my warm audience.
217
:All right those are my
thoughts on remarketing.
218
:you liked this video, don't
forget to hit and subscribe.
219
:Thanks.