Shownotes
In this exclusive internal training session led by our Google Ads Strategist, Usama Khan, learn how to get conversions using cold search terms.
Discover the strategies and tactics that will help you keep customers engaged and interested, even when they are at the top of the marketing funnel. Usama discusses the key differences between cold and warm search terms. He also guides you through evaluating your top of funnel campaigns, providing actionable insights to understand what's happening and how to leverage that data.
Connect with Usama on LinkedIn:
Related videos:
💰 Google Ads Masterclass: Internal Training for Million-Dollar Budgets Part 1:
• 💰 Google Ads Masterclass: Internal Tr...
🚀 Google Ads Masterclass: Internal Training for Million-Dollar Budgets Part 2:
• 🚀 Google Ads Masterclass: Internal Tr...
❌ Why Monthly Reporting Fails and What to Do Instead:
• ❌ Why Monthly Reporting Fails and Wha...
🔥 The Holy Grail of Marketing Funnels:
• 🔥 The Holy Grail of Marketing Funnels
🤼♂️ John vs Kasim: The Importance of Brand Campaigns With Performance Max:
• 🤼♂️ John vs Kasim: The Importance of...
0:00 Top of Funnel Strategy: How to Get Conversions Using Cold Search Terms
3:08 The biggest assumptions you can make about a brand term
6:30 Evaluating your Top of Funnel campaigns
Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/
💣 The Ultimate Guide to Google Ads for 2023:
• The Ultimate Guide to Google Ads for ...
🔥 Get your copy of You vs. Google: The (Very) Unauthorized Guide to Google Ads
on Amazon here: https://www.amazon.com/dp/B0BWSNLNRN
This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/
💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost!
Visit https://www.starterppc.com for more information. 🚀
We have dozens of free resources, courses, downloads, calculators, and other goodies. You can access all of them on our Free Stuff page!
Visit: https://sol8.com/free-stuff/
💯The Ultimate Guide to Google Ads for Lead Generation:
https://sol8.com/google-ads-lead-gene...
🛒 Everything you need to know about Google Ads for eCommerce:
https://sol8.com/google-ads-for-ecomm...
🧲 The only guide you’ll ever need for Google Ads for YouTube:
https://sol8.com/google-ads-for-youtube/
👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/
--------------------------------------------------
👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/
--------------------------------------------------
Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here:
--------------------------------------------------
👉 Want to become a Google Ads expert?
We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!
Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery
--------------------------------------------------
Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.
Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.
--------------------------------------------------
👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?
Sign up for a FREE Action Plan today: https://bit.ly/sol8-home
Connect with Kasim here: https://smartlink.metricool.com/publi...
⬇️️ You can find us here ⬇️️:
Website: https://sol8.com/
Transcripts
Today's topic is talking about top of funnel terms.
2
:A lot of the time we're like, we need to
focus on cold traffic in terms of Google,
3
:because we need to split out brand.
4
:We don't want to bid on brand because the
campaigns are focusing on brand and they
5
:don't convert as well for cold terms.
6
:So the conversation becomes, how do we
convert on cold terms and how do we stay?
7
:On well, it's not staying
on those cold terms.
8
:How do we keep new customers
on those cold terms?
9
:And do we want to keep new
customers on those cold terms?
10
:Then if we have returned customers on
those cold terms, why do we have them?
11
:Is it a good thing?
12
:Does that make sense?
13
:Probably just interfere
Whenever you feel necessary.
14
:Go ahead Karima.
15
:Can you differentiate
cold terms and warm terms?
16
:Could you elaborate that?
17
:Let's talk about mostly because I have
a skin care client so we're going to
18
:go, that's the example I'm going to
use and a supplement client, those
19
:are the examples I'm going to use.
20
:So let's talk about skin care.
21
:The cold term would be
purely like vitamin C serum.
22
:BeCause there's no brand.
23
:It's just purely a serum, right?
24
:Or retinol serum.
25
:All that random stuff that people
search for on the internet.
26
:Or best face wash.
27
:Something like that, right?
28
:Those are cold terms.
29
:That I'm talking about.
30
:And now, the question becomes, when
we're talking about cold terms.
31
:And I need whoever's going to
post this to blur everything.
32
:hold campaign where we've
removed brand completely.
33
:And it's the same setup.
34
:I always preach, but I'll get rid of
brand and let it run and leave it alone.
35
:Now I'll emphasize this and
start with saying that I launched
36
:this campaign on, when was it?
37
:July 18th.
38
:and I've made no changes
to these campaigns.
39
:If you look at the changes, it's just
like the build out of the campaign.
40
:Essentially July 14th,
18th was when it's on.
41
:Those are the changes here.
42
:And then 19th is the only change
I made, and the change I made
43
:was not even that, hold on.
44
:There was a budget change that
I made, that was realistically
45
:the only change I made.
46
:18th was launched, 19th, and the
budget increase was on the 31st.
47
:Does it, because the client
wanted to scale it, right?
48
:Other than that, this campaign hasn't
been touched, and as you can all
49
:see, conversions are on the rise.
50
:Good things to see, right?
51
:No thing.
52
:I haven't touched this campaign.
53
:It's just running.
54
:And we always run these campaigns
on low TROAS goals here.
55
:This for this client, we've just
set it to 50 percent as our target.
56
:And the reason we do that is so
there's enough space for Google
57
:to learn and not restrict itself.
58
:If it gets too high, if we set our
TROAS too high, it restricts itself.
59
:We end up with a finite audience and
the campaign eventually starts to die.
60
:In a situation like with the low TRS,
you might have a one bad week, two bad
61
:weeks, but it'll recover and you'll end
up just getting way more convergence.
62
:That's the process guys just go for it.
63
:Anyways, what we're talking about is
cold terms Now when we talk about people
64
:searching for products and brand terms
What's the one of the biggest assumptions
65
:you can make about a brand term?
66
:One is that people already know
of the brand because of the vast
67
:amount of marketing done on facebook
instagram Whatever right and they're
68
:coming back via google searching
for the brand to convert right?
69
:Technically those are new customers
But some majority of the time,
70
:they're not Google effort customers.
71
:Like I didn't put in the work for it.
72
:I just took credit for it, right?
73
:Because it's a branded conversion.
74
:But then there's situations like you
have where you can just people search
75
:for random cold terms and convert for
us, That's what we have going on here.
76
:So when we look at this makeup brand, it's
been running for a month now, actually.
77
:It's spending 4, 000 a day to start,
when we look at what converted
78
:for us in terms of terminology,
foundation for makeup, I don't even
79
:know how to pronounce this word.
80
:Clean makeup brands, face oil,
best lipstick, vitamin C, serum
81
:best foundation, skincare benefits.
82
:Like it doesn't get any colder
than this in terms of someone
83
:that does not know of your brand.
84
:Does everybody agree with that?
85
:Yes, no, head nods.
86
:Yeah.
87
:Yes.
88
:You're going to break your head like that.
89
:But yeah, so it doesn't
get any colder than that.
90
:So is it a fair assumption to
make that almost everyone that's
91
:converted here is going to be.
92
:A new customer that just found our
brand, clicked our ad and bought from us.
93
:Yes, I can see a trend there
that it's mostly well, it's
94
:almost all new customers, right?
95
:Yeah, but if you look at that all those
search terms probably three quarters
96
:of those search term has the word
best in it But that's not the point.
97
:We're trying to make here yet.
98
:Oh, no, just saying I can see
yeah Transaction keywords.
99
:But can we assume that let's just say
that On a like a perfect world, all
100
:these are new customers, Yeah, exactly.
101
:If they didn't know you exist,
why would they search for best?
102
:They're looking for the best.
103
:If they knew of you already, they
wouldn't type in best, would they?
104
:Yeah, so now let's look at
some basic Northbeam numbers.
105
:And all we're going to really
focus on is return, first time
106
:and return customers, right?
107
:So last 28 days, we're
going to look at here.
108
:Whenever Nord Stream decides to load.
109
:oh, there we go.
110
:Transaction.
111
:Okay, so now let's look at Google
Ads, And whenever it pops up.
112
:Okay.
113
:What do you see here in
terms of transactions?
114
:I of the funnel.
115
:So there's 356 first time transactions
in top of funnel and 45 or 42.
116
:We're not even get 45 from,
but 42 return transactions from
117
:the top of funnel campaign.
118
:But we just technically agreed that
people searching for that product had no
119
:idea what our brand was and they're just
converting on these cold terms, right?
120
:So what's happening here?
121
:Thoughts, theories, besides going
and Colby, you guys have a lot
122
:to talk because we already know.
123
:Don't shake your head at me, Colby.
124
:No.
125
:Maybe they are familiar with the brand
already, but they were searching for it.
126
:Yeah, you're spot on.
127
:customer, let's say I
am a customer, right?
128
:And I buy their vitamin C serum or
contour stick, And then 30 days later,
129
:I come and I search for something
like a vitamin C serum, right?
130
:I have already bought
from this brand, right?
131
:And now I see an ad that they also carry
another product that I want to buy from
132
:someone or from somewhere, but I see that
they've already bought from this brand.
133
:So is there a sense of familiarity
here where you're more likely
134
:to buy from this brand?
135
:Yes.
136
:Yes.
137
:that's what's essentially
happening here, right?
138
:So someone that came in through a
brand term initially, some form of
139
:cold term initially and came back and
then started looking for other products
140
:they wanted to buy or needed, right?
141
:They searched a cold term again,
And then they bought again,
142
:Does everybody follow that?
143
:So they basically bought a product that
A brand they trusted or have already
144
:that they didn't know that brand had
so they bought a product that they
145
:didn't know the brand had but they
already have product for this brand.
146
:Everybody follow that.
147
:Yes.
148
:Yes.
149
:So now how does this play into being?
150
:Is this good for us or is this bad for us?
151
:And I'll say that it depends.
152
:Okay, actually, I'll answer this
question in my opinion after.
153
:So is this good for us
or is this bad for us?
154
:Everybody can join in this now.
155
:Call me Glenn.
156
:This becomes a discussion at this point.
157
:gave it away.
158
:He says it depends.
159
:In what scenario does it depend?
160
:If I say this is good for us and I'll
give you this example of I don't know.
161
:We're talking skin care.
162
:Let's just continue skin care.
163
:We give continuous skin care.
164
:How is it good for us in that
sense of skincare brands?
165
:Maybe on the basis of
CAC, CAC is true value.
166
:So how much we are spending on those
already existing customers, which don't
167
:know about the product, which a brand
has, and they got through cold system.
168
:So maybe just because of CAC, we can.
169
:you're right, but the word
I wouldn't use would be cac.
170
:CAC would just be acquiring a customer.
171
:These are already existing customers.
172
:The word I would probably use is LTV,
let's say you bought said product
173
:one, and this is skincare products.
174
:People are gonna rebuy it, right?
175
:And the LTV for my first
product is a hundred dollars.
176
:Then all of a sudden you find out that.
177
:There's another product you like using
that you also buy with is product two
178
:and the LTV for that product is $150.
179
:What did my customer LTV become two 50.
180
:From 100 to two 50, correct.
181
:it's not a bad thing for them to come in.
182
:Now there's caveats to this as well where.
183
:It falls down to how often people return
and buy from us right for products
184
:they didn't know exist over here.
185
:I think you did the math and you
put in the chat that it was what
186
:you say 10 percent of the overlap.
187
:42 10.
188
:Okay, let's just go with 10.
189
:So right now we're saying out of all our
cold transactions 10 of people and this
190
:is a threshold that it will vary business
to people this will come business to
191
:people business to business 10 of the
people that are converting on cold turns
192
:did not know that we had another set of
products that they want, in my opinion 10
193
:is a good value in the skincare because
usually people have like Multiple skincare
194
:brands routine and products and their
routines So 10 percent in my opinion is
195
:a good number to have where I want to say
it's a business fail point But it could
196
:become a business fail point when We
have a lot of return customers coming in
197
:to buy other products from cold traffic
because they didn't know of the product
198
:So how does that become a business fail
point because the business didn't fail to
199
:educate their already existing customer
base That we have on their products
200
:whether it was through ads whether it
was through email Whatever it was, right?
201
:Promotions or whatever, right?
202
:Did they retarget or something like that?
203
:Does everybody follow along with that?
204
:Yes.
205
:Yeah, because if that ratio starts
getting worse, you know that your overall
206
:marketing and sales funnel, there's a kink
there because users are not educated and
207
:they're continuing to try to repurchase.
208
:So, I think with e commerce
People don't feel brand loyalty
209
:like they do with a car.
210
:Yeah, you buy something you might not
even remember buying of course email
211
:and everything's important But asama's
saying keep an eye on that ratio.
212
:Because if you don't keep
getting new customers That's when
213
:things will start to fizzle out.
