Our Google Ads Strategist, Caden Thompson, reveals a strategy focusing on new customer acquisition. He also shares how to calculate your cost to acquire a new customer in Shopify and walks you through how to track and analyze data from Google Ads and correlate it with Shopify.

With this knowledge, you can measure the success of the strategy effortlessly. Watch this video now to optimize your Google Ads campaigns based on analyzed results, giving you the most value from each ad spend.

Connect with Caden on LinkedIn: https://www.linkedin.com/in/cadenthom...

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0:00 How to Get More New Customers With Google Ads

3:30 Calculating New Customer Acquisition

5:52 Tracking Correlations

11:05 Possible campaign performance effects and other factors to consider

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#googleads #ppc #googleadsbestpractices #ppcagency

Hello.

2

Hello.

3

How's it going, everyone?

4

I'm going to talk about a strategy that

I'm doing for this supplement brand.

5

So just for some context the

supplement brand has a repurchase

6

rate of about every month roughly.

7

their biggest goal is new customer

acquisition versus, first.

8

Sales right away.

9

You're just trying to get sale volume up

which generally is the goal of majority.

10

I would say 99.

11

9 percent of companies

is to get new customers.

12

anyways when I go into the account,

so this is like I said, about

13

a month ago, a little over a

month ago, and we did this test.

14

I've just been kind of tracking over

a period of time and I'll show you

15

guys sort of what the numbers I look

at instead of Shopify and how I sort

16

of correlate that to Google ads.

17

Now they only run Google ads, so

they're not running any Facebook,

18

any other platforms whatsoever.

19

So it's a black and white test.

20

Very, very controlled tests.

21

it's really easy for me to sort

of see what, the correlation is.

22

going in here right away, we'll see

on June 6th, I changed a conversion

23

count setting to one conversion.

24

I'm going to jump in there and

kind of show you guys what this is

25

now before I get comments on this,

because you guys might be wondering.

26

Why is J for a primary conversion action?

27

This is just for testing.

28

This does not go with our normal,

golden standard practices.

29

We normally, you know, go through G

tag not through any sort of analytics

30

whatsoever, but anyways, just for

this account specifically we're

31

using GA for as sort of a test to see.

32

now I'm only looking at the sex

doesn't really matter though.

33

So when I go into the account

here and I go into edit settings

34

what I did was I swapped the,

every count conversion to one.

35

Now, generally speaking, when you have

an account EECOM, you want to lean

36

into every, every is a lot better as

well too, because it allows Google

37

to string together conversion data.

38

Typically one is typically

more for lead generation.

39

So if you know someone.

40

Clicks.

41

And then they say, Hey, you

know, I fill out a lead form.

42

We don't want that person coming back

again and again and again, filling out

43

lead forms and counting as conversions.

44

Right?

45

So that's kind of the general

rule of thumb between these two.

46

Now, the concept around this is that there

is a click through conversion window.

47

And you'll see here of 90 days.

48

So when someone clicks an ad,

they will not meaning that Google

49

cannot find that user again.

50

Until after that 90 days when

that user atrophies in the

51

the actual tracking of it.

52

what I mean by that is

that essentially this.

53

Idea here was used as kind of

like a middle ground for new

54

customer acquisition, right?

55

Cause there's kind of been some,

debate back and forth inside of so late

56

regarding the new customer acquisition

setting inside of, for example,

57

performance max, or even search.

58

Campaigns, and it tends to get a little

bit too aggressive towards new users and

59

it hurts your overall growth potential.

60

just to kind of put some more context

as well, too that is also just because

61

of the loss of, attribution as well

within Google that's been going on

62

with the new W braid and G braids that

have been kind of coming into place.

63

It was a little bit of more I guess,

finessing that we're doing with.

64

The backend as well as Google

ads, not just looking at Google

65

ads for numbers themselves.

66

And I'm going to kind of show you guys

what I did to kind of prove concept here.

67

with that being said, the change here

went from every two one on June 6th.

68

Now I'm going to jump over

to another view that I have.

69

So I'm going to show you guys exactly

how I calculate the new customer

70

acquisition purely just from if

Google ads is all you're running.

71

And then the backend numbers of Shopify.

72

So I know a lot of this is going to

be blurred out, but there'll be like

73

I said, the tool itself, and then the

customers that should not be blurred

74

out on the Shopify side of things.

75

what I'm going to do first is I'm gonna

look at May 1st through 31st to give you

76

guys an idea of where this account was at.

77

So I'm going to copy the

total cost numbers here.

78

Get my calculator here

and then just paste that.

79

Now I'm going to jump over to Shopify

and when I go into Shopify, I'm going

80

to go to the customer section over here.

81

And I know a lot of this is going to be

blurred out, but just wanted to, like I

82

said, point out that the customer section

right here and then what you're going to

83

want to do and actually have this preset.

84

So let me just go back is.

85

it'll look more like this

where it's more pushed up.

86

You're going to click the add

filter button on the right hand

87

side of the Shopify section.

88

And then you're going to

click to create a segment.

89

They're going to start by typing

in first and then I'll just

90

auto fill the first order date.

91

You're going to select that.

92

And then I scroll down to

between dates and then you can

93

pick, for example, all of May.

94

Right.

95

So I got that apply filter

and then boom, I see.

96

Okay.

97

For me, I got a total of 220.

98

New customers.

99

So then what I will do is I

will copy paste that to 20.

100

I will go in here and I

will divide by two 20.

101

And that gives me a 97 and 32 cents

new customer acquisition globally.

102

Right?

103

when I go back into Google and

we see the numbers in here, I

104

see that the cost conversion is.

105

64.

106

However, we know that we were

counting every, and so there's

107

a lot more repeat purchases.

108

And you can even see on by time versus the

regular, we're looking at 64 versus 68.

109

Now you're going to have a lot

of repeat purchasers, especially

110

if you have a strong LTV.

111

in Google ads, it's saying, Oh,

we're at 64 cost conversion.

112

But obviously part of

that's going to be on brand.

113

And then we also have, like I

said, cold, that could potentially

114

be that repeat traffic.

115

So attribution is not going to be perfect.

116

So that's why I like to look at backend

numbers with that Shopify that I was

117

just showing you to kind of make sure

that, okay, we're at the client's goal.

118

The cause and effect is Google ads.

119

And obviously the effect is the

good new customer acquisition.

120

Now, when I want to track correlations,

I'm doing this the slow way.

121

You can do this by adding it in

a spreadsheet and you can have

122

like weeks or days or months.

123

On tracking your overall pacing

of new customer acquisition, what

124

you're paying for a user based

off whatever change you make.

125

A lot of my clients are

doing that as well right now.

126

You don't need a third party

attribution tool for it.

127

You can just do it manually and

get global numbers that way.

128

And that helps a lot when finding

correlations, especially when you

129

have smaller budgets and you're not,

your media mix is not, super large.

130

I'm going to kind of go through

sort of this test phase.

131

So just keep in mind

that we did that test.

132

I swapped it over on June 6th.

133

So when I jump over here, give me a

look at June 7th to the 13th, I'm going

134

to do that same thing that I just did.

135

So I'm taking the total amount

here, meaning the global costs.

136

So I'm including brand, including

everything cause we're getting that

137

global new customer acquisition.

138

I'm pasting it into the

calculator and then let me just

139

go back in here and make sure.

140

So we're seven through 13.

141

I'm going to go back in here

and then we're going to do

142

first order date between.

143

Seven and 13 hit apply filter.

144

And then I'm at 50, right?

145

So I'm going to copy paste the 50 and

then divide that by the amount in here.

146

And that gets me my new

customer acquisition as well.

147

So now it's gone up.

148

So typically whenever you make a

change in the account, it affects

149

global numbers because it's got to

readjust to exactly what's going on.

150

I'm seeing 106 and 73

cents now for that week's.

151

New customer acquisition.

152

So I'm holding fast to the test.

153

I'm going to keep going through the

process of it because I know that it

154

will take some time to actually learn.

155

So I'm going to keep an eye on it.

156

So now I go to the next portion, which

is June 14th through the 20th, in fact,

157

let me go through the 21st, actually.

158

we will copy paste.

159

So same exact, you know, idea and keep

in mind, I'm doing this the slow way.

160

I'm not doing this the fast way.

161

You can have this in a spreadsheet

on a daily basis and keep up with it.

162

And it's a lot easier to

see these correlations.

163

it's going to go back over 14 through 21.

164

So I'm going to go back here and it's

going to do 14 through 21 for between.

165

see, 14 through 21 and

then I hit apply now at 82.

166

That's a pretty big spike up.

167

So we're at 82 now divided by

the total cost that we had.

168

And that brings us all the way down

to 70 and 77 cents for a new customer.

169

This trend continues through

the process of it, but I want to

170

point out a couple of things here.

171

So when we're looking at Google ads

numbers and, you know, we're seeing the

172

correlations here, our global new customer

acquisition for that date range that I

173

just pointed out was 70 and 77 cents.

174

And keep in mind that

they're only running Google.

175

And I'm looking at the overall cost

conversion inside of Google ads.

176

And we're seeing 54 inside of here

for the cost conversion by time.

177

And then the actual cost

conversion globally is 91.

178

So what's going on here essentially is

that we're not tracking the full picture.

179

And so the actual results are

closer to that, you know, 70 range.

180

Now, the reason why these two are

different is because this is pulling

181

back just all of the information

for the conversions for the day

182

range that we're looking at.

183

Whereas.

184

The portion over here is the

click attributed conversions.

185

So I just wanna point that out as well.

186

So I'm gonna keep going down

this path a little bit further.

187

So I'm gonna go for the 22nd to the 28th.

188

So, like I said, we're just continuing

like that weekly cadence roughly.

189

And so I'll go in here and copy paste.

190

Okay, we're at four.

191

Oh.

192

Or four?

193

Four, eight.

194

So then I'll go in here, divide this,

and then lemme look at the date range.

195

So we're at 22 through 28.

196

Go back in here.

197

And then first order date, we're gonna

look at 22 through 28 which brings

198

us to a total of 65 new customers.

199

And we're gonna divide that

by this amount in here.

200

And that gets us.

201

65.

202

Let me make sure that's actually correct.

203

I want to make sure I did that.

204

Correct.

205

So that was 22.

206

So 4, 8, 0, 9, And then we're going

to divide by 65, which gets us 73.

207

when we were looking at this previously

in May, we were looking at like close

208

to a hundred dollar new customer

acquisition with that small change,

209

that's pushed us back into the range of.

210

73, which the client's goal is

pretty much around that a little bit.

211

We're actually ahead of the goal.

212

I don't want to give out their numbers

specifically, but anyways, the results

213

have been pretty much getting better and

better just because of that one switch.

214

There hasn't been any other

change from a macro perspective.

215

There's been like, pretty much keyword

adjustments that has only affected

216

the account nearly as much as, like

I said, that 30 percent margin that

217

was the real big indicator of success.

218

So.

219

With that being said the theory behind

this is that we might see some atrophy in

220

the performance because that 90 day window

is going to start catching up to itself.

221

And so then we're going to have to

try to figure out, okay, do we want

222

to start testing out the new customer

acquisition setting inside of the

223

search campaigns to keep this as cold as

possible and sort of force the algorithm.

224

To go after new users and not sit

on its merits of I'm still counting

225

that conversion that I got, you know,

90 days ago as an actual conversion,

226

because they just purchased again.

227

So it puts a little bit more

pressure on the algorithm.

228

And it allows you to, like I

said get more new customers.

229

Now, like I said earlier we're still

testing out the new customer acquisition

230

setting, but this is kind of like

that happy middle ground that I found

231

that works in this account here.

232

I've tried it in a couple other accounts.

233

If your purchase rate

is not extremely high.

234

Meaning that you're looking

at like, 30 day, like monthly

235

repurchases or even more frequently.

236

Then I don't know if this would be a

right idea for you because the loss of

237

attribution when you swap from every

two one is still pretty significant.

238

So this is kind of one of those

things to where it's more of a tool.

239

It's not a confirmed strategy yet.

240

Just because it's not hasn't proven across

multiple accounts, but I figured I'd show

241

you guys sort of what we're looking at.

242

Maybe you guys learn something from

the new customer acquisition position

243

inside of Shopify that you can kind

of locate that information for free.

244

just wanted to point that out.

245

And then the last thing as well too is.

246

It makes this process a whole lot easier

if you have a spreadsheet and you're

247

tracking day by day, the new customer

acquisition and then the overall costs

248

and that can get your overall murder.

249

When you get, obviously pulling over your

total sales from Shopify as well too.

250

hopefully you guys like this video, leave

a light comment below and yeah, maybe

251

I'll see you guys in the near future.

252

Thanks.