How to Solve the Number One Marketing Issue - The Google Ads Podcast

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How to Solve the Number One Marketing Issue

29th June 2024 • The Google Ads Podcast • Solutions 8

Caden: 00:00:11

This video is going to be probably the most important video when

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it comes to understanding marketing or

even just doing marketing as a whole.

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If you implement these strategies, then

you'll be able to solve, any problem

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when it comes to marketing and you

won't even need an attribution tool.

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hello.

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How's it going everyone?

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So this video is going to be probably

the most important video when it

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comes to understanding marketing or

even just doing marketing as a whole.

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there's so much that has changed

over the years, and just to give

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you a rough highlight of what

we're going to be talking about.

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It's essentially, if you

can't see, attribution.

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and so we were spoiled with

attribution for the last, I

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would say, honestly, 20 years.

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It's just been an uptrend of

more and more attribution.

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and then now we're in that

kind of recorrection of it all

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where we're starting to lose

more and more attribution.

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And so as marketers, we have

to be prepared for that.

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And so what this means is if you can grasp

this and understand these concepts, both

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as a business owner and a marketer, that

you will have a huge advantage over all

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the other businesses and you'll also be

able to decide which agency or which,

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areas to focus on inside of your business.

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And If we were to summarize attribution

in a nutshell, it's essentially, as a

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user goes through their thought pattern,

buying process, whatever it may be, they

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hit all of these different points that

cause them to make a decision to convert

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or become a lead or, whatever your main

action is that you're optimizing for.

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And so as marketers, we have to try to

find out which area has the most impact.

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So then we make the funnel, the most

efficient than it can potentially be.

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and so we'll see here that we have

the first touch point, which could

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be, a meta awareness campaign.

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And then the last touch point, which

could be like a meta remarketing campaign.

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And so our job is to, like I said earlier,

find the most efficient pathway for a

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user to get from point A, not knowing

us all the way to point B or C or D,

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whatever you would call it in the funnel.

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and so if we look down here, we see that

as time has passed, all these X's and

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I apologize if someone's, watching this

and they have OCD, this is not lined up.

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I took screenshots.

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going into the X's represent

loss of attribution.

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And the way that we know this is

through controlled tests, which

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I'll cover in a moment here.

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So the loss of attribution is essentially

the, iOS update or the, user itself that

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they go through and they say, okay, I see

the ad on meta, but then I go to another

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device like my phone or my computer.

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And then I go to another and I see

another ad on YouTube, let's say, and

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then I go back to my other device and

then the string kind of gets broken.

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And then as my bind pattern

increases, meaning that.

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it could be 90 days or a hundred days

or 12 days or whatever, the case may

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be, the algorithms can't track that

information because there's not a

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string of information attached to

that user of their previous history.

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And Google's going to go through this

of: 2024

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just going to lose third party cookies.

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And so the main thing that's this,

the, app platforms are doing.

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is they're trying to solve this

issue by increasing the touch points

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to the user and performance max

is the number one example of this.

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And so I'll show you what I mean by this.

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So as the user goes through the process

of hearing about your brand, you'll

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notice that these little markers are

like a remarketing or performance max

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campaign, whatever the case may be.

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I just have it as a performance max

campaign, but think of it as remarketing.

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And so as they go through this

process, there's more touch points.

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Of remarketing that will get the

ability to say, Hey, I impacted

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this, Hey, I impacted this.

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And if it shows multiple times towards,

for example, the end of the conversion

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window, it's a lot easier for the system

to say, Hey, I got that conversion.

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But if you try scaling this, for

example, if we were to try to scale the

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remarketing campaign, we have to make

sure that there's enough awareness built

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for the user to actually convert on the

remarketing campaign side of things.

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And so when it comes to

attribution, the way that we solve

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this is we do controlled tests.

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So what I mean by that is that if we

have a remarketing campaign and we

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think that's doing a ton of work and

we're willing into that now, I know that

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this is, I'm making this as black and

white as possible, but let's say that

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we know it's our marketing campaign.

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Then when we try to scale that up, what

we notice is that maybe our top line

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numbers don't increase, meaning that

we're paying more for marketing and

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we're not getting more new customers.

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Our media efficiency ratio, meaning

our Global ROAS is not getting better,

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then we know there's an issue there

and we have to try to find out why.

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And that's what your agency should be

doing, your marketer should be doing,

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or how you should be looking at this.

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if an agency is not doing this, or

if you're not doing this, then be

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very prepared with the next update

that's going to be coming to Google.

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meaning like loss of attribution on

Google that we're not really going

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to be able to hide behind remarketing

anymore, which in my opinion is unethical,

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but also, as a business owner, it's

going to be really apparent that,

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okay, this is not making us money.

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And so one thing that we like to do,

like I was saying, was control tests

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to see, okay, we scaled this up.

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Did we see a top line effect?

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We didn't.

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Okay.

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What else can we scale?

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And you have to make sure by Scaling this

that you're not affecting any other part

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of the funnel or you're doing your best to

Not affect any other part of the funnel.

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so you know that this is the cause and

effect of it now I know that there's sales

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that can happen There's you know overall

just you can have Certain campaigns that

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just launch and they're already scheduled

completely understand that like you have

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a billboard, wherever the case may be.

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The goal though, is to look for trends

that allow you to then have a more,

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greater than 50 percent belief that

this either had a positive effect on the

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scale or a negative effect on the scale.

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Attribution platforms are never going

to tell you the full story, right?

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So we might be able to remove.

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For example, the X here and the X

here inside of the attribution with

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an attribution platform, but we're

still going to miss, for example,

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X is over here or the actual X

that caused the initial action.

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We might see it, might not.

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There's no way to fully know.

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And so when you master the skill of

control tests, you then can provide

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a lot of value to the, to your client

because you can say, no, I'm not going

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to scale their marketing campaign

because we tested that it's didn't work.

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I'm going to scale the awareness campaign.

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Now, like I said, I know this is very

straightforward on which campaign is

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which, and that's going to take a lot

of skill to figure that out first,

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but allowing yourself to say, Hey, we

need to do this and tell your business

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or your, actual, agency manager that

we need to do this, is a really good

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way to say, okay, if we scale up

the awareness campaign that drives

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overall profit to our business, because

everything else starts to get better.

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Omni channel is a nightmare.

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and so there's so much crossover that

is untracked that I find a lot of

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businesses will just say, yeah, let's

scale the performance max campaign.

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Google looks better.

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And the only reason it looks

better is because it's towards

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the end of the actual action.

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And so this kind of funny graph

here, is one of the biggest issues

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that we see in accounts that we

also intake where, we see a lot of

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agencies that just say, I see good

numbers towards the end of the funnel.

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We need to just scale bottom of funnel.

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And when you do that, it obviously doesn't

impact the business in a positive light.

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And so then you run into issues

of, okay, we're losing money.

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What do we cut?

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Netta isn't, showing

as much of a row as or.

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YouTube isn't showing as much of

a row as let's just trim that off.

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And then you trim that off and sure.

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It might look better for a day or

two, because you're reducing your

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marketing spend, but then as you notice

the audience slowly depletes and you

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have, you don't have any more users

running to your bottom of funnel and

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then you end up killing the business.

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I see this so often, and this is

one of the main reasons too, why

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solutions eight is going more into

the omni channel space, because.

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We don't want to essentially have to

educate other agencies on, Hey, this

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cause and effect is an issue here.

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we need to solve that.

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And so we're going at it from perspective

of, we have the understanding from

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just impacting Google that all

these other platforms impact Google

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on the bottom of funnel, right?

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With that being said as a marketer,

make sure you do control tests,

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and look for the cold traffic.

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So top of funnel, whatever it is,

that's feeding the actual funnel itself.

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Not just what looks

good inside of the app.

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you might find too that, you might need

to scale the bottom of funnel a bit more.

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So this isn't a perfect example,

but, you might say, Hey, like we

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have a ton of awareness being built,

but we really need to scale that.

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we need to get longer form messaging

into it to really, people know the brand,

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but they don't really know what we do.

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And then as you locate all those

different areas of efficiency.

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You can then say, okay, we have, 70

percent towards top of funnel, 20 percent

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towards the middle of funnel, and then

10 percent towards bottom of funnel.

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and that's going to be very

based on the business, right?

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So as an agency, we have

correlations that we can find

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across other businesses, right?

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So we can say Hey, like in this niche,

we found this campaign tends to do this.

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Like for example, performance

max tends to remarket, do we

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want to leverage that or not?

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Where do we want to throw it in?

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Where do we not?

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And so we have that kind

of insight that helps us.

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But I think as marketers,

it goes beyond that.

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That's just a likelihood.

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That's not a law or a SOP.

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You can say.

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And so if you use these principles of

using controlled tests to then find out

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where the impact is coming from, you can

build a funnel for any company whatsoever.

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and so with that being said, I know it's

a really complex topic, but I just wanted

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to give you guys a high level of it.

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this is how I like to look at it and how

a lot of other strategists like to look at

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it, along with just marketers in general,

business owners that are successful.

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And so if you implement these strategies,

then you'll be able to solve, Any problem

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when it comes to marketing and you won't

even need an attribution tool So anyways,

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thanks again guys, and i'll see you later.