Conversion Paths: The Secret to Scaling Google Ads Campaigns

JOHN: 00:00:11

client, here's a reason why, and this is why I'm saying you have to know

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the conversion path as much as you can.

JOHN: 00:00:16

I mean, make it your life's mission to identify that conversion path.

JOHN: 00:00:20

But that's the thing too, is we always wanna look at every single thing you can,

JOHN: 00:00:22

but it will scale 15 grand clients and now a hundred grand client in a year.

JOHN: 00:00:27

, with just knowing that conversion path and knowing that Google's gonna

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miss it, knowing that eyes is fake.

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So once you're getting this data inside with these broad match

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keyword, What's your analysis here?

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What are your metrics?

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What are you looking for?

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What are you looking to kill?

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What are you looking to scale?

JOHN: 00:00:48

Now what's funny is this whole account looks like absolute crap, but that's okay.

JOHN: 00:00:51

last 30 days we spent 125 grand, make 288.

JOHN: 00:00:54

I mean, that's not bad, but that's cause like branded is 80 k.

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These are just, one 50.

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3 88, 1 27, 86 we're, we get $12 conversions sometimes.

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So when they come back and spend 20 grand, then we actually make our money

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so we get a four x return in real life.

JOHN: 00:01:10

, but that's, again, topic for a different conversation.

JOHN: 00:01:14

But you're exactly right.

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I'm looking at what is actually happening from a, the asset group

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is saying, Hey, well, Google's just gonna fricking take everybody and

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shove 'em into the asset groups equal.

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And I, we've seen this actually by impression of the asset group.

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, you can see the one asset group impressions are the exact same, no

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exact same, sorry, divided equally between all the other asset groups.

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There's really no, like, wait a minute, that one asset group has got

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like, you know, 80% more all the time.

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It doesn't work like that.

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We can see that when it's divided up Equally though, one or two start to

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perform better than the other ones.

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And then we can find out why.

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What, what's the search term?

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And it's about shopping in ml.

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And then also what is, what does Delta do with the remarketing?

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, and is that being split between the other two?

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The one reason why my I have a smart shopping campaign and then

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a, , PAX here is because these two are actually targeting different

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audiences, which is really crazy,

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but you'll see much different metrics.

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These are, this is a PAX with a feed and , this is Pax with a feed.

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And this is just a feed.

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It's really interesting how these two are actually working together.

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Same products, same products.

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We ran a, smart shopping campaign for a while and the , hold on one second.

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Lemme just see if this is seeming gonna be enough different.

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This one's running 90,000 Muse on YouTube.

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This one's not

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cost complex.

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About the same average cost.

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Way different though.

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You can see one doing more op on.

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Yep.

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It's beautiful.

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That's why I was like, what's the best?

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It's like, shut up.

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There's no the best, like things like this you can't account or predict.

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You just have to really understand what's going on.

JOHN: 00:02:51

So that 34 cent cpc you, like you said, you got a lot of views.

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So it's obviously YouTube, discover display.

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Well you always wanna do is look at cuz average cost isn't cpc.

JOHN: 00:03:04

Oh yes.

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And that's what's interesting is average costs and average C P C are

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one's counting an average engagement and one's counting the national click.

JOHN: 00:03:13

Yep.

JOHN: 00:03:13

Gotcha.

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But, but you know what dictates costs per click when you have

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engagement, your clickthrough rate

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I have a hundred views at a penny per view.

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And one click it's a dollar.

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Yes.

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But if I have a hundred views at a penny click, I got five clicks.

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Why?

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My CPCs are 20 cents.

JOHN: 00:03:27

No, it's, it's o it's obviously in our best interest to have average cost and

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average CPC in our columns to say, okay, yes, this is what the CPC is, but this

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is what the cost is for the interaction.

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Yep.

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Yeah.

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Okay.

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That's good.

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And this is running feet only now it's not competing on, ad copy.

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Yep.

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I only have one ad that is, is.

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In both PAXs.

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Yep.

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So then once you've identified those keywords, you've gone out and

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built those two search campaigns.

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What's the structure that you do with those, those search campaigns, targeting

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those keywords that you're building out?

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This one is actually kind of, kind of crappy.

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it's just simple ad groups.

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It's simple, broad, broad match.

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This is going to, oh, sorry, this is right here.

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Brought here.

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, this here is what's getting the majority of the actual conversions,

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which is really weird gift boxes.

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It shows up the most.

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Okay.

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And so that, that in the, in the general, this was all, all simple, broad.

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Okay.

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So building out that, that campaign, after you've identified those keywords

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that are converting inside the p m.

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And sending, setting up that campaign using broad match keywords, we can assume

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that will theoretically get preference from impressions and clicks over the pax.

JOHN: 00:04:47

Well, what if it does is it allows it to compete.

JOHN: 00:04:50

Yep.

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And I This is not a low spend account.

JOHN: 00:04:54

What about, what about campaign objective on that search campaign?

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What, what are you doing with that, , conversion action?

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I'm.

JOHN: 00:05:01

No.

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In that.

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So in those search campaigns, what's your campaign objective?

JOHN: 00:05:05

T ROAS max conversions.

JOHN: 00:05:07

Oh, I run everything wide open.

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I never use TCP or T ROAS ever in any of my campaigns.

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Gotcha, gotcha.

JOHN: 00:05:13

except for Braden . Yeah.

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Yeah.

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So very cool.

JOHN: 00:05:18

Yeah, that's what's interesting here.

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Is this, , these general ones, like, remember when I saw custom cardboard

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boxes in Pax and that asset group?

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There's my, there's my keyboard here.

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It's gonna run that, well, not really.

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This campaign can spend about $25,000 in a month, though.

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I spend 1100 on my keyboard and it's my best performing in pax.

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I don't care.

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I'm winning one side and not really winning on the other side.

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It's just like , you're winning twice, just harder one time.

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All right, cool.

JOHN: 00:05:46

I, I'll take.

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So once you're getting this data inside with these broad match

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keywords, what's your analysis here?

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What are your metrics?

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What are you looking for?

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What are you looking to kill?

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What are you looking to scale?

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If I stay above a one, after, the initial first purchase, I four x consistently.

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And so my baseline is as long as the campaign or the account non-brand.

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Around a one on average will be, will be good.

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So what do you mean by that?

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100% raw?

JOHN: 00:06:21

You mean 100% raw?

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Correct.

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So if you look at the campaign, sorry, look at the campaign

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and you take out brand.

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Oh no, I meant to do this the last 30 days.

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One 60.

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That's gonna be a good month.

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Mm-hmm.

JOHN: 00:06:38

, that's because again, like all things so this is coming into our off.

JOHN: 00:06:43

Yeah, this is coming into our off season.

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, , I'm just gonna use clicks cuz Facebook is doing enough button marketing, but

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that gives us a 3.27 Ros look at this, this 121 K spent, I spent 113 of that

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and we're at a three x return with a one.

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, with a one x.

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Now, this client, here's a reason why, and this is why I'm saying, you have to know

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the conversion path as much as you can.

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I mean, make it your life's mission to identify that conversion path.

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You will be.

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I haven't touched this campaign in three months besides scaling,

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but what what's interesting is the difference between a first time order

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and a big order is $12 and 20,000.

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And so when you look back in here, it's like, okay, how much did I.

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Spent 3000, make 3000, 4,000 and make 4,000, made 3000, make 3000.

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And then it's like, all right, now I spent 4,000 and make 2000

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and I spent 6,000 to make 34.

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Yay.

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And then you go on.

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This person here was probably a client I got a month and a half ago.

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Yep.

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But because we've been scaling up like this here, which is why when

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you know your conversion path, you're gonna know something really crazy.

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This is our trajectory.

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When I said this is like, you know, Hey, John only gets a high spend clients,

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well this clients start off with a 15 K per month and now we're at 123,000.

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Yep.

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And we've never gone over like a 1.5 x.

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Gotcha.

JOHN: 00:08:01

So this is in a year too.

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Yep.

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So I always wanna make sure that if it's like, Hey, if I'm gonna say this

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model works, you can see the same exact structure I've been using since all year.

JOHN: 00:08:11

All I did was just keep adding an aspen.

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Did I try anything different?

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Nope.

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What Rose looked like crap, I don't care.

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It's not about.

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So what's interesting about this is I've scaled this thing up ruler really well.

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Here's the best part.

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These people here, when I have a three Mer watch, my accrual.

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My accruals at 1.79, which gives me a three by cash.

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Why?

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Well Google tracks for 90 days.

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These people buy every three months for years.

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Google's gonna miss the recurring transactions cuz it

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can only go back three months.

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So when you have L T V that's longer than three months, like, hey, I have people

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that buy every quarter, every six months.

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Your Google's gonna always not take those, purchases that you've

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earned, it can't see them anymore.

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It's blind to them.

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Mm-hmm.

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. So that's why the K and L T V model also works.

JOHN: 00:08:59

My loss leader is a $12 sample.

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That's what I sell.

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I sell $12.

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But I know the conversion path.

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I know how long it takes.

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I know it can scale that.

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And I know that my risk can look bad because I know that every, look back here,

JOHN: 00:09:11

for example, going back to last year when we started this, this is something you

JOHN: 00:09:16

always wanna track me, r and it's the same things that we're we're saying all the.

JOHN: 00:09:21

400, three days of following the same exact model and just scaling it

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up like 10 to 20 grand every month.

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I have a 1 million in spend and a 2.7 million, and I'm 11% better

JOHN: 00:09:34

than before scaling it up 400%.

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I've come launched this company essentially for them.

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Mm-hmm.

JOHN: 00:09:39

and I meet with them every week and they, now they're just, they're on board.

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One nice turn looks good to me.

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I'm like, I've said 20 grand more.

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All right, . I'm like, it's weird.

JOHN: 00:09:49

But that's the thing too, is we always wanna look at every single thing you can,

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but it will scale 15 grand clients and now a hundred grand client in a year.

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, with just knowing that conversion path and knowing that Google's gonna

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miss it, knowing that RO eyes is fake, looking at returning customers,

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not everybody's gonna be like this.

JOHN: 00:10:03

Again, I understand this, but this was a company that was just right off the

JOHN: 00:10:06

street and I just met him and I was like, Hey, all right, so custom made boxes.

JOHN: 00:10:09

That's cool.

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We know this down to key exactly how we learn and where we can measure.

JOHN: 00:10:14

I was just gonna say, could you, you were talking about conversion path,

JOHN: 00:10:17

so once you, once you're looking at those, those metrics, you've

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got those conversions coming in.

JOHN: 00:10:22

Could you explain to us the conversion path?

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Like knowing your conversion path, where are you looking at that data?

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Are you using analytics?

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Are you interpreting the data analytics?

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Are you do looking inside Google ads?

JOHN: 00:10:33

. , yes.

JOHN: 00:10:34

Um, , all of.

JOHN: 00:10:37

So top conversion path, which we already looked at last week.

JOHN: 00:10:41

Yep.

JOHN: 00:10:41

So this is, oh, okay.

JOHN: 00:10:42

So you're looking at inside North Beam, I'm looking inside nor Beam, which is a

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better version of top conversion path.

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But you can, I, I built top conversion path in Nor Beam.

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Yep.

JOHN: 00:10:51

For them, because I used it so much in analytics.

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So one thing that I noticed very often is you need to know

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you're new versus returning.

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I ask about every large.

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That came in when it originally came in.

JOHN: 00:11:06

Well, who talked to 'em and how long ago was it?

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I investigated a lot.

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Mm-hmm.

JOHN: 00:11:12

, because I'm trying to find my conversion path.

JOHN: 00:11:14

So when I say, Hey, , it looks like the brand campaign is now at a 6,000 bro as,

JOHN: 00:11:21

and there are $90,000 in conversion value.

JOHN: 00:11:25

I know that that conversion value.

JOHN: 00:11:27

Is coming in from a $45,000 sale on Monday that came in from brand.

JOHN: 00:11:32

So I said Perfect.

JOHN: 00:11:34

That came into brand at 45 grand, hopped on with Tuesday

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and said it was a $45,000 sale.

JOHN: 00:11:39

It happened, , two days ago.

JOHN: 00:11:41

Where did that originally, , or where did that originally come from?

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That that came from?

JOHN: 00:11:45

Uh, I would guess inbound search.

JOHN: 00:11:46

But how did they find out about you?

JOHN: 00:11:47

, and I investigate the hell, uh, I don't know.

JOHN: 00:11:50

I think they came from, um, alright, do you have a CRM tool?

JOHN: 00:11:52

Yes.

JOHN: 00:11:53

Let's pull it up.

JOHN: 00:11:54

And I just start, I go hunting and I find exactly where it came from.

JOHN: 00:11:58

This was not even captured by NPI They talked to their, their sales

JOHN: 00:12:02

team, and they remember talking to the gal and the gal and it

JOHN: 00:12:04

took 11 days for 'em to convert.

JOHN: 00:12:06

And she said that she was just searching around on Google and phone us.

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So what's nice about this is I can't attribute this now to any

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sort of big conversion capital.

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What I can tell you is that I have offline conversions that come

JOHN: 00:12:16

in through the brand from people calling them veterans, not even being

JOHN: 00:12:19

captured by call, track and metrics because they were searching around.

JOHN: 00:12:22

So sales team is now trained to tell me exactly when every

JOHN: 00:12:24

big sale comes in the history.

JOHN: 00:12:26

We have it so much so that when I hop on me and you're

JOHN: 00:12:27

like, Hey, John got a big sale.

JOHN: 00:12:28

It looked at me 17 days ago.

JOHN: 00:12:30

I'm like, perfect.

JOHN: 00:12:30

Who's the salesperson?

JOHN: 00:12:31

And I just dig.

JOHN: 00:12:33

And this is a $15,000 per month client that's now 120 grand.

JOHN: 00:12:36

But I got them to beat that cuz I treated them like $120,000

JOHN: 00:12:39

account, not a $15,000 account.

JOHN: 00:12:41

So I just wanna make that distinction.

JOHN: 00:12:42

This is not high spend.

JOHN: 00:12:44

I scale these two.

JOHN: 00:12:45

I just wanna make sure that everyone has that, that mindset that we don't

JOHN: 00:12:48

discount this too hard just yet.

JOHN: 00:12:49

So when you're looking at the convergent path for anything, half of your

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information is gonna come from the client.

JOHN: 00:12:55

That's half of all of your information that you're gonna

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find for a convergent path.

JOHN: 00:12:59

Half of it is gonna come from them.

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They know a lot about these customers.

JOHN: 00:13:03

So, The next thing that I wanna look at though, is I study all conversion paths

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from anything that I can possibly find.

JOHN: 00:13:10

First thing, look to the, top conversion path.

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Find.

JOHN: 00:13:13

The model comparison tool and the top convertor path.

JOHN: 00:13:15

How much is coming in from one channel?

JOHN: 00:13:16

Then correcting on another channel.

JOHN: 00:13:19

Find out what channels in between.

JOHN: 00:13:21

Find out if there's, a brand campaign running.

JOHN: 00:13:24

If there's,, I kind of need a scenario cuz it's like it gets more general.

JOHN: 00:13:27

Cause all of a sudden I'm like, well, that there's six ways that

JOHN: 00:13:30

are writing six ways in row.

JOHN: 00:13:31

So I'll just use this one.

JOHN: 00:13:31

For example, big sales.

JOHN: 00:13:33

The next thing I say is, what is your most purchased, , item under site?

JOHN: 00:13:37

Because what I wanna.

JOHN: 00:13:39

what is the, what's the most valuable thing , that I can make sure is, running

JOHN: 00:13:42

at a high level mailer box, they said sells way more than anything else.

JOHN: 00:13:46

People really don't buy the triangle ones.

JOHN: 00:13:47

This is usually your subscription services and that kind of stuff is where

JOHN: 00:13:50

boxes like this are coming in from.

JOHN: 00:13:52

So what then we did is we took this item, replicated it about 50 different ways

JOHN: 00:13:56

in the feed to make sure that I could showcase as many different versions

JOHN: 00:13:59

of this item as you can, as you can possibly see, because it's one product.

JOHN: 00:14:03

So what I did is I said, okay, well we have a lot of different ways that

JOHN: 00:14:06

we can actually build this thing.

JOHN: 00:14:07

Yeah.

JOHN: 00:14:07

It's fully customizable.

JOHN: 00:14:09

I said, well, what if we had one that was this, I had a skew for

JOHN: 00:14:13

this item here, and that one with a quantity of 900 skew number.

JOHN: 00:14:19

Quantity of eight 50.

JOHN: 00:14:20

Skew number two, we built it out in a spreadsheet.

JOHN: 00:14:24

So now when you go and you type in custom mailer boxes, of course now they don't.

JOHN: 00:14:28

Oh, I need a customer.

JOHN: 00:14:29

I can't spell.

JOHN: 00:14:30

so you got Thousand hundred.

JOHN: 00:14:32

Yep.

JOHN: 00:14:33

Different skews, different prices, same product.

JOHN: 00:14:37

, I think that's the only one that we really, that one's

JOHN: 00:14:38

like doing 99% of the work.

JOHN: 00:14:40

We used to have a different one, but then it got disapproved

JOHN: 00:14:42

because it was a pure skew pricing.

JOHN: 00:14:44

Anyway, our feet has got like 35 different versions of the same item.

JOHN: 00:14:49

Gotcha.

JOHN: 00:14:49

So I can also replicate myself in these here, we, we also get way out spend.

JOHN: 00:14:53

By the way, we're, we're a small fish in this pond.

JOHN: 00:14:55

There's a different one right.

JOHN: 00:14:57

And you see how there's different variants in the imagery.

JOHN: 00:14:59

So I make this thing look as nice as I can.

JOHN: 00:15:02

So now I have a lot of placements.

JOHN: 00:15:05

I'll share this with you, what the product list looks like.

JOHN: 00:15:08

it's the same product.

JOHN: 00:15:09

It's a box.

JOHN: 00:15:10

They have one box under site.

JOHN: 00:15:11

It's, so look at this.

JOHN: 00:15:13

What's funny is our $107 one beats are 70 cent, 77 cent one.

JOHN: 00:15:17

That is sweet

JOHN: 00:15:19

Remember when I said test everything, like all skews?

JOHN: 00:15:22

No one would've predicted that, right?

JOHN: 00:15:24

No.

JOHN: 00:15:25

Yeah.

JOHN: 00:15:26

Okay.

JOHN: 00:15:27

So now that we have a bunch of versions of what one product that I could

JOHN: 00:15:30

sell, we also made those different nasty groups like we talked about.

JOHN: 00:15:34

Now what we're doing is massive amount of equal marketing.

JOHN: 00:15:40

What I mean equal marketing is, you're gonna notice something here.

JOHN: 00:15:43

Actually, I wanna, I wanna see if anybody can guess.

JOHN: 00:15:45

This part here, when I say massive amount of equal marketing focus on the

JOHN: 00:15:49

ad spend and you will see that these are equal pushes and pulls and sharing.

JOHN: 00:15:54

Here's what I mean.

JOHN: 00:15:55

This is the beauty of Google.

JOHN: 00:15:57

Brand campaign.

JOHN: 00:15:58

We hack right off.

JOHN: 00:15:59

We're not gonna be talking about that one here.

JOHN: 00:16:01

I have a PAX that's doing YouTube, that's cold outbound.

JOHN: 00:16:04

I have a search campaign and a shopping campaign that are

JOHN: 00:16:08

doing also inbound and cold.

JOHN: 00:16:10

So we have cold.

JOHN: 00:16:11

We have cold, and then I have my remarketing here.

JOHN: 00:16:15

So what I mean by cold and cold is I'm using less inbound search.

JOHN: 00:16:19

And more inbound search here, but you have a 1750.

JOHN: 00:16:23

So 1750.

JOHN: 00:16:24

Once we know that, that here's 1750, and then we have an eight

JOHN: 00:16:27

50 plus a 900, which equals 1750.

JOHN: 00:16:29

So I'm equally pushing as hard on inbound search as I am on all other channels.

JOHN: 00:16:33

The reason why is the big leader that I was getting was pmax.

JOHN: 00:16:39

The second step in the sequence was Sno Prox, SNO General, and then.

JOHN: 00:16:43

So what's interesting is the conversion path was I had high amount of cheap

JOHN: 00:16:46

clicks that, got a bunch of new users that also were coming back

JOHN: 00:16:51

with non-branded demo search clicks.

JOHN: 00:16:53

But I also had a high amount of good, L t V from search that actually was

JOHN: 00:17:00

better than Pax, but Pax had better CAC . So watch this in Nor Beam.

JOHN: 00:17:07

When just using click only cause I really don't care about views.

JOHN: 00:17:10

Here's what I was analyzing and here's the reason for the split.

JOHN: 00:17:12

Let me go back a little further.

JOHN: 00:17:13

Cause at the time when we made this decision was before Black Friday,

JOHN: 00:17:17

December, Monday, all the, all the crap that just went happened when went

JOHN: 00:17:20

sideways, that screws up all my data.

JOHN: 00:17:22

But if I look at just the platform, whatever.

JOHN: 00:17:27

So here's some things I was looking at in the last 60 days.

JOHN: 00:17:30

My m e r.

JOHN: 00:17:32

Bad.

JOHN: 00:17:33

Good, good.

JOHN: 00:17:34

Okay, so search one on m e r.

JOHN: 00:17:37

Let's look at cac.

JOHN: 00:17:39

Bad.

JOHN: 00:17:40

Good.

JOHN: 00:17:40

Good.

JOHN: 00:17:41

Okay, so Cack wins.

JOHN: 00:17:43

Now let's look at transactions.

JOHN: 00:17:45

All right, now this one's good.

JOHN: 00:17:47

High amount of learning.

JOHN: 00:17:47

Bad.

JOHN: 00:17:48

Bad.

JOHN: 00:17:48

Okay, so this is equal.

JOHN: 00:17:49

These two these two are sharing users, cuz one's broad one's phrase.

JOHN: 00:17:52

This one's also gonna be kind of sharing the same ones.

JOHN: 00:17:56

Mer, good, bad, good.

JOHN: 00:17:59

So now I'm second place here.

JOHN: 00:18:01

Transactions more here than more here, than more here than

JOHN: 00:18:04

these two are gonna share users.

JOHN: 00:18:06

So at all things being equal, I'm gonna.

JOHN: 00:18:09

equal.

JOHN: 00:18:10

I have a, better e r here, but this is also because these people were coming

JOHN: 00:18:14

in by a search after also clicking on pm access and top conversion path.

JOHN: 00:18:17

My CAC wasn't wildly enough different for one versus the other.

JOHN: 00:18:20

My transactions weren't wildly enough different for one versus the other.

JOHN: 00:18:23

My e R wasn't wildly different one versus the other.

JOHN: 00:18:25

My transactions weren't wildly different, one versus the other.

JOHN: 00:18:28

When you combine these of two and now what is better Search or PVAs?

JOHN: 00:18:31

Yes.

JOHN: 00:18:32

They get equal 1750.

JOHN: 00:18:34

I don't care.

JOHN: 00:18:35

One if one's, , five or 10 points better because you give another three weeks and

JOHN: 00:18:38

the other one's five or 10 points better.

JOHN: 00:18:40

So when I told the client, I said, I'm gonna take all of your spend.

JOHN: 00:18:43

I'm gonna put an equal between pmax and search.

JOHN: 00:18:45

I'm gonna leave this one for remarketing.

JOHN: 00:18:47

This one for inbound, this one here I have a multi-prong approach here I have,

JOHN: 00:18:51

I'm gonna capture everything I have cold.

JOHN: 00:18:54

Cold.

JOHN: 00:18:55

Cold.

JOHN: 00:18:56

Sharing the same Aspen, and then warm, warm, warm.

JOHN: 00:19:00

And then this is the test we just started.

JOHN: 00:19:02

Three warm, three cold equal split.

JOHN: 00:19:05

Oh, we looked at this through the customer paths.

JOHN: 00:19:09

you'll see it at Snow Products brand General Pax.

JOHN: 00:19:13

General Pax Brand.

JOHN: 00:19:15

Brand.

JOHN: 00:19:15

What one I did

JOHN: 00:19:18

Gotcha.

JOHN: 00:19:20

And we could, I spent, I spent, I got $18,000 off of a person.

JOHN: 00:19:23

And which campaign won?

JOHN: 00:19:25

? Could General have shown up for the same as Pax?

JOHN: 00:19:27

Yes.

JOHN: 00:19:28

Could Pax show up the same thing as branded terms, or

JOHN: 00:19:30

not brand terms, but products?

JOHN: 00:19:31

Yes.

JOHN: 00:19:32

So these are all equal paths that all point back to me.

JOHN: 00:19:37

So really all you're looking at, when you're looking at customer paths inside

JOHN: 00:19:40

North Beam or analytics, you're looking for confirmation that your campaigns

JOHN: 00:19:44

are all interacting with each other.

JOHN: 00:19:46

They will.

JOHN: 00:19:47

Yep.

JOHN: 00:19:50

They will.

JOHN: 00:19:50

But what you don't wanna do is take a look at, like, Andrew as an example.

JOHN: 00:19:53

I'm not using this, I'm not saying that this is right or wrong, but what I'm

JOHN: 00:19:57

saying is if you're like, Hey, if I'm using this here, if you analyze , your

JOHN: 00:20:01

conversion path, In nor you're gonna find out that a lot of times you're gonna find

JOHN: 00:20:07

some commonality between campaign types.

JOHN: 00:20:09

Gotcha, gotcha.

JOHN: 00:20:10

Being more equal is going to make sure that you win because by sheer luck of

JOHN: 00:20:16

the draw that you have a conversion path that looks like this one here, this would

JOHN: 00:20:20

completely change the thought you had yesterday on what should get the ad spend.

JOHN: 00:20:24

Gotcha.

JOHN: 00:20:24

Which is why conversion path is important.

JOHN: 00:20:27

We had a three directs brand, emails direct, and then they ended on pmax.

JOHN: 00:20:33

That was five grand for that one guy.

JOHN: 00:20:34

Look at this conversion path for 3,600 days.

JOHN: 00:20:39

. This conversion path here does not match any other client's conversion

JOHN: 00:20:42

path, but if I could show up equally, I don't make the wrong.

JOHN: 00:20:48

On a person with what they're going to choose to interact with this business.

JOHN: 00:20:52

Yep.