Ralph Burns and Lauren Petrullo are joined by John Moran, who is bringing you a groundbreaking discovery about Google's automated bidding strategies. You’re going to get a look into how Google's price fixing could be inflating your cost-per-click (CPC) without delivering better positioning. John discusses his method of using manual CPC bidding and strategic conversion tracking adjustments to dramatically reduce ad spend while maintaining top search positions. If you’re struggling with escalating CPCs and want to scale your campaigns effectively, this episode is jam-packed with advice and proof-of-concept screen shares that could transform your approach to digital advertising. Tune in to learn how to outsmart Google's algorithm and maximize your ad budget!

Chapters:

• 00:00:00 - Welcome to Perpetual Traffic: Unveiling Hidden Ad Costs
• 00:01:02 - Meet John Moran: The Man Exposing Google's Price Fixing
• 00:02:19 - Deep Dive: Uncovering Google's Automated Bidding Mysteries
• 00:03:40 - Hacking the System: Reverse Engineering Google's Algorithm
• 00:06:10 - Proof in the Data: Confirming the Price Fixing Theory
• 00:07:02 - Real-Life Results: How Case Studies Reveal the Truth
• 00:11:14 - Fighting Back: Strategies to Overcome Google's Tactics
• 00:15:01 - Shocking Changes: The Impact on CPC and Conversion Rates
• 00:18:45 - Case Study Insights: How One Change Led to Dramatic Savings
• 00:20:30 - Tactical Adjustments: Modifying Bids for Maximum Efficiency
• 00:22:15 - Real-World Applications: Success Stories from Different Sectors
• 00:24:03 - Navigating Manual CPC Limits: What You Need to Know
• 00:26:32 - True CPC Value: Understanding What You're Really Paying For
• 00:28:07 - Metrics That Matter: Conversion Tracking and Business Health
• 00:31:23 - Benchmarking Success: Evaluating Business Health Metrics
• 00:34:53 - The In-App Metrics Dilemma: Challenges and Misconceptions
• 00:37:22 - Aligning Goals: How Business Metrics Drive True Performance
• 00:39:10 - Bridging the Gap: Syncing Marketing Efforts with Business Health
• 00:41:08 - Winning Strategies: Leveraging CPC Adjustments Effectively
• 00:43:22 - Wrapping Up: Key Takeaways and Actions to Implement

LINKS AND RESOURCES:

• Episode 584: The Ultimate Google Performance Max Masterclass With Tier 11’S John Moran
• Meet the Tier 11 Team 
• Why You're YouTube Ads Wrong with Tom Breeze
• Cost-per-click (CPC): Definition
• About Target ROAS bidding
• Manual CPC bidding
• About conversion tracking
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

AdCritter for Agencies

Tier 11 Data Suite