John Moran shares his strategy of using Target ROAS bidding exclusively for Standard Shopping campaigns. He explains how he does this, how to use it with new accounts, his confidence in applying tROAS, and more.

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0:00 Intro

0:09 Using only Target ROAS Bidding for Standard Shopping Campaigns

3:58 Discussion on market competition, brand protection, and adjusting bidding strategies accordingly

10:20 Confidence in applying tROAS

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I only use T ROAS now for standard shopping exclusively.

2

Awesome.

3

I do want to mention the, the standard

shopping bidding strategy for Regina.

4

I only use TROAS now for

standard shopping exclusively.

5

the TROAS target is 100 percent unique to

that campaign and that company and that

6

goal and how aggressive we need to get.

7

what if you got an account that

had no data in it, really high

8

AOV and really low budget, would

you still use TROAS from day one?

9

Like worst case scenario, would you still,

yep, I would start at 40 percent TROAS.

10

Wow.

11

Okay.

12

But the algorithm, how can it get you

a return when it doesn't know anything?

13

40 percent is enough for it

to say, can you at least make

14

me 40 cents on every dollar?

15

It allows it to not spend stupidly

for too long on things that are

16

not working, but remain aggressive.

17

Okay.

18

Sorry.

19

one more, if it was an account

that sold like brand name products?

20

And you saw in the search terms that

the algorithm wasn't bidding on people

21

that are looking for those brand names.

22

It was just bidding on people

looking for the product, but

23

not the brand name, right?

24

So it's like high end

products with brand names.

25

Would you then override your T

ROAS strategy and use MaxCPC to

26

force it to pay more for a click?

27

yeah.

28

So this one, you'll see it's only

50 bucks a day, 80 bucks, 50, 80.

29

And all of a sudden this

thing spikes up to 700 a day.

30

And that's because my two row as I took

it down to 100, the rest is on 200 to

31

allow this to go really expensive and

it's popping a four 30, even though

32

I give it 100, it's giving me a 430.

33

The reason why is because

that is aggressive and these

34

here, that's what I said.

35

It's completely custom.

36

The reason why these bricks Samsonite

and Hartman are barely spending is

37

because that is below what I'm asking.

38

That is below what I'm asking.

39

That is a slightly above what I'm asking.

40

So it's spending more and that is

way overshooting what I'm asking.

41

So it's spending a lot.

42

the algorithm wasn't bidding on the

brand names, even though we did product

43

title rights, we put the brand name in

the first part of every product title.

44

So we thought that would be enough for

the algorithm to know what to bid on.

45

I honestly have done a TRO as a 5

percent before it's launched something.

46

I think what was throwing the

algorithm off is even though you're

47

giving it lots of freedom because

we gave it lots of freedom too.

48

think I did that strategy if not, I

had just had a wide open Maximized

49

conversions set on it for a while And

the problem is that 99 of the market

50

out there is looking for these products

But not looking for the brand name.

51

what was the brand if they sold

like 50 000 chandeliers to like

52

interior designers 1, 500 a month.

53

Yeah, you found it.

54

it's furniture.

55

So people are searching for table lamps

and she sells table lamps that are 4,

56

000, and unless they are searching for

the brand name with the table lamp,

57

so the algorithm doesn't have any data

because her budget is so low and, it's

58

getting all these clicks on people

looking for table lamps, one's the brand.

59

is that one of them?

60

Yeah.

61

Did we see how much our competitors

are bidding for that brand name?

62

I eventually did look up some of

the main brand names, not this one.

63

and it was a wide range,

which confused me.

64

It was anywhere between 90 cents and 15.

65

And I was just like,

it's all over the place.

66

It was a mystery.

67

So I eventually switched to MaxCPC

and I set 5 MaxCPCs to force

68

the algorithm to spend more.

69

But then we had no data because

we weren't getting any clicks.

70

So I was just like, I don't

know what's gonna work.

71

How was the feed though

from a description?

72

So it does say the name here.

73

So it should be okay.

74

It's right in the title.

75

Yeah, maybe this is a million times.

76

Her budget was too low and

that was the main issue.

77

So it was probably just a

doomed account from the start.

78

what I do know is like for, which is,

popular brand name and these people

79

spend a lot of money on their brand.

80

you really rarely.

81

We'll ever see any other competitor.

82

You'll see Monos here, but they

cover the brand name really well.

83

So my cost per click is 2 and 4.

84

Sometimes, I'm paying upwards

of, eight bucks for the brand

85

name and the product name.

86

and that's because this account

here at a hundred percent TROAS.

87

that was aggressive enough for it.

88

but do you see that it's not

necessarily also where majority

89

of my clicks are coming from?

90

I have backpacks, best

backpacks, best one here.

91

So it's still backpacks actually

at a 20 percent conversion rate.

92

The brand did not This one

also had 25 percent conversion

93

rate when the brand did not.

94

a, did we, and should we need to that

brand name, potentially not be, one of

95

the least expensive of the reason why

this one was spiked up 700 a day over

96

the weekend is because there's no one

watching Matt pricing on the weekend cause

97

they're all, at home with their family.

98

but those are the things too, it's like

where we have to train the algorithm.

99

So what Google doesn't know right

now is why bid on the brand name.

100

Google's going to say, I don't know, have

we had a bunch of sales in the brand name?

101

No, I'm not going there then.

102

And so that's the part two where.

103

We spiked over the weekend, but my

sales didn't come from, that's okay.

104

I had a great price.

105

So there's a few different things up

there is a, do we have the best price?

106

Probably not.

107

B was there anybody violating map?

108

Probably C is there any history in

that campaign to want to bid for those

109

names or anything else does Google

actually say actually these search terms

110

we think are going to convert better.

111

Was that true?

112

And do we give enough time?

113

through two other agencies for the

past year who were running, like

114

mostly just PMAX and the whole business

had been dying and dying for a year.

115

So I treated it like a new

account in that, it didn't know

116

what it was going to convert.

117

The tracking was almost non existent

because what happens in these, it's

118

almost like a B2B where the interior

designer will pick it out and it's

119

But the invoice goes to the end

client and the end client pays it.

120

So it can't track any conversions ever.

121

other part is that brand name, as an

example, that an Italian gelato dessert,

122

which is going to be really weird as well.

123

So we're going up against a bunch

of random people too, that are

124

trying to sell desserts on shopping.

125

which is funny, black

truffles and truffle zest.

126

the only thing that did seem to

work was to, switch it to max

127

CBC, set the max CBC, like 5.

128

See that might be where it kill it

though, too, that brand name could

129

have been hit in seven, eight.

130

Yeah, it was risky, but I

didn't know what else to do.

131

It wasn't bidding on brand names at all.

132

And it was just getting literally people

were searching for like Costco mirror.

133

I excluded the word Costco eventually,

but that's an example of like

134

just the vast market of people out

there who want like a 15 mirror.

135

And they're not willing to pay 4, 000.

136

So it was just, I didn't know what to do.

137

That part two is it's if the brand name

may not have saved it, I have, a bunch of

138

accounts that the brand name didn't work.

139

I haven't gone in over a

year because it never worked.

140

so the only way it worked is

when I beat their pricing and

141

they show up for cold traffic.

142

that was the secret.

143

so that's, what's interesting.

144

I think that there's more

that I'd have to go through.

145

We don't have access to it anymore.

146

My go to though, for everything right

off the bat it's always TRO as now

147

if I now know how to train that and

that's where it becomes really odd.

148

But that the other part too, is they have

to understand is when I look in the back

149

end of And this last seven days, for

example, like we pull back a bunch because

150

we're going through a funding thing,

but I spiked it up here over the weekend

151

that spiked up sales, but we have 14

five in last seven days and we spent two.

152

So we're at a seven X in this

last seven days at scale.

153

We never dip below a 6.

154

1.

155

So it worked.

156

It worked really well.

157

But that was because I know where

to set the 100 and 200 T row as in

158

order to give me a back end, five

and sevens and that kind of stuff.

159

so it's a TRO as bidding strategy,

but what you set that to is arbitrary.

160

What does Google know?

161

How much loss of attribution do you

have and what is your back end and

162

then say, what does that need to be on

the front end to then go through that

163

scenario on the back end and time lag and

attribution, enhanced conversions and.

164

Site speed is a slow and firing the

tag and missing a bunch of conversions.

165

And that needs to be

lowered to stay aggressive.

166

So it doesn't die whole bunch of stuff.

167

That's it's completely unique to that.

168

Even that CMS.

169

Okay.

170

you sure that if you were working with an

account that it was a thousand dollars a

171

month, you would still, are you confident?

172

'cause it's been a while since you've

worked on these small accounts.

173

like how confident are you on that t roas

from day one thing, a hundred percent.

174

Really?

175

Yeah.

176

my one account, here's a example.

177

we spend $40 a day for,

178

I said it 100 percent T Row OS.

179

Yeah, but it's been running for years, so

it has high quality data and everything.

180

But on PMAX, now we're

on standard shopping.

181

So that's the thing too, is yes, you can.

182

what you're spending per day, if you

need a higher CPC, you load a T Row OS.

183

just talking about a bidding strategy.

184

That's all we're talking about.

185

You can set a manual CPC, but then you

bid that way for everyone setting a

186

really low TRO as means that you said,

and it really aggressive bid strategy,

187

unless it's actually a fairly low chance.

188

Then bids go down.

189

I wish I could have said a

minimum CPC on that account.

190

That's what I wanted.

191

I was like, please stop

spending 50 cents on a click.

192

that's when you have

native keywords daily.

193

Yeah, which she wouldn't let me do.

194

You can have a brand focus

and you have a non brand.

195

so when, in the one you bid at a

higher two row as, and then you

196

negate every single number answer

would have been a genius strategy.

197

Give the client what they

want, but allow you to test.

198

Yeah.

199

And then you find out who wins.

200

I do have to jump.

201

But I didn't think of that.

202

Okay.

203

Bye, John.

204

Thanks everyone.

205

Thanks.

206

Bye.