full

Conversion Paths: The Secret to Scaling Google Ads Campaigns

John reveals how he was able to scale campaigns from $15K to $100K in just one year by focusing on conversion paths.

A conversion path is the series of steps a customer takes on their journey from being a website visitor to making a purchase. By understanding where customers are dropping off and making necessary improvements, you can increase the efficiency of your Google Ads campaigns and see better results.

Watch this video to learn about:

- What conversion paths are

- Why identifying and optimizing your conversion path is crucial to the success of your campaign

- Average cost is not equal to average cost-per-click (CPC)

- The power of equal marketing


PS: This guide series is from an internal Solutions 8 training. We’re sharing everything with you, our dear subscribers, to show our gratitude for the overwhelming support you’ve given us. We value you and your growth with Google Ads. 🖤💚🤍


Related videos:

💣 The Secret to Google Ads Success: Mastering Media Efficiency Ratio (MER) https://youtu.be/baI1V4L6zs8

🎯 Setting Campaign Goals and ROAS | Google Ads Basics Part 3 https://youtu.be/3p-hzIaZO98

🎯 Guide to Tracking Conversions for Google Ads Supplementary Campaigns: https://youtu.be/vlj3PXeiN0M


0:00 Intro

0:36 Conversion Paths: The Secret to Scaling Campaigns

3:23 Average cost is not equal to average CPC

8:08 Why you should master your conversion path

11:50 How to track your conversion path

17:57 Massive amount of equal marketing

20:26 Job opportunities in the best Google Ads agency on the planet



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Transcript
JOHN:

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

JOHN:

the conversion path as much as you can.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

miss it, knowing that eyes is fake.

JOHN:

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

JOHN:

keyword, What's your analysis here?

JOHN:

What are your metrics?

JOHN:

What are you looking for?

JOHN:

What are you looking to kill?

JOHN:

What are you looking to scale?

JOHN:

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

JOHN:

last 30 days we spent 125 grand, make 288.

JOHN:

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

JOHN:

These are just, one 50.

JOHN:

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

JOHN:

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

JOHN:

so we get a four x return in real life.

JOHN:

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

JOHN:

But you're exactly right.

JOHN:

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

JOHN:

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

JOHN:

shove 'em into the asset groups equal.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

It doesn't work like that.

JOHN:

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

JOHN:

perform better than the other ones.

JOHN:

And then we can find out why.

JOHN:

What, what's the search term?

JOHN:

And it's about shopping in ml.

JOHN:

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

JOHN:

, and is that being split between the other two?

JOHN:

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

JOHN:

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

JOHN:

audiences, which is really crazy,

JOHN:

but you'll see much different metrics.

JOHN:

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

JOHN:

And this is just a feed.

JOHN:

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

JOHN:

Same products, same products.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

This one's not

JOHN:

cost complex.

JOHN:

About the same average cost.

JOHN:

Way different though.

JOHN:

You can see one doing more op on.

JOHN:

Yep.

JOHN:

It's beautiful.

JOHN:

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

JOHN:

It's like, shut up.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

So it's obviously YouTube, discover display.

JOHN:

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

JOHN:

Oh yes.

JOHN:

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

JOHN:

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

JOHN:

Yep.

JOHN:

Gotcha.

JOHN:

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

JOHN:

engagement, your clickthrough rate

JOHN:

I have a hundred views at a penny per view.

JOHN:

And one click it's a dollar.

JOHN:

Yes.

JOHN:

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

JOHN:

Why?

JOHN:

My CPCs are 20 cents.

JOHN:

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

JOHN:

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

JOHN:

is what the cost is for the interaction.

JOHN:

Yep.

JOHN:

Yeah.

JOHN:

Okay.

JOHN:

That's good.

JOHN:

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

JOHN:

Yep.

JOHN:

I only have one ad that is, is.

JOHN:

In both PAXs.

JOHN:

Yep.

JOHN:

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

JOHN:

built those two search campaigns.

JOHN:

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

JOHN:

those keywords that you're building out?

JOHN:

This one is actually kind of, kind of crappy.

JOHN:

it's just simple ad groups.

JOHN:

It's simple, broad, broad match.

JOHN:

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

JOHN:

Brought here.

JOHN:

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

JOHN:

which is really weird gift boxes.

JOHN:

It shows up the most.

JOHN:

Okay.

JOHN:

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

JOHN:

Okay.

JOHN:

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

JOHN:

that are converting inside the p m.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

Yep.

JOHN:

And I This is not a low spend account.

JOHN:

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

JOHN:

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

JOHN:

I'm.

JOHN:

No.

JOHN:

In that.

JOHN:

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

JOHN:

T ROAS max conversions.

JOHN:

Oh, I run everything wide open.

JOHN:

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

JOHN:

Gotcha, gotcha.

JOHN:

except for Braden . Yeah.

JOHN:

Yeah.

JOHN:

So very cool.

JOHN:

Yeah, that's what's interesting here.

JOHN:

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

JOHN:

boxes in Pax and that asset group?

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

I don't care.

JOHN:

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

JOHN:

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

JOHN:

All right, cool.

JOHN:

I, I'll take.

JOHN:

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

JOHN:

keywords, what's your analysis here?

JOHN:

What are your metrics?

JOHN:

What are you looking for?

JOHN:

What are you looking to kill?

JOHN:

What are you looking to scale?

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

So what do you mean by that?

JOHN:

100% raw?

JOHN:

You mean 100% raw?

JOHN:

Correct.

JOHN:

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

JOHN:

and you take out brand.

JOHN:

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

JOHN:

One 60.

JOHN:

That's gonna be a good month.

JOHN:

Mm-hmm.

JOHN:

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

JOHN:

Yeah, this is coming into our off season.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

, with a one x.

JOHN:

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

JOHN:

the conversion path as much as you can.

JOHN:

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

JOHN:

You will be.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

and I spent 6,000 to make 34.

JOHN:

Yay.

JOHN:

And then you go on.

JOHN:

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

JOHN:

Yep.

JOHN:

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

JOHN:

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

JOHN:

This is our trajectory.

JOHN:

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

JOHN:

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

JOHN:

Yep.

JOHN:

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

JOHN:

Gotcha.

JOHN:

So this is in a year too.

JOHN:

Yep.

JOHN:

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

JOHN:

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

JOHN:

All I did was just keep adding an aspen.

JOHN:

Did I try anything different?

JOHN:

Nope.

JOHN:

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

JOHN:

It's not about.

JOHN:

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

JOHN:

Here's the best part.

JOHN:

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

JOHN:

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

JOHN:

Why?

JOHN:

Well Google tracks for 90 days.

JOHN:

These people buy every three months for years.

JOHN:

Google's gonna miss the recurring transactions cuz it

JOHN:

can only go back three months.

JOHN:

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

JOHN:

that buy every quarter, every six months.

JOHN:

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

JOHN:

earned, it can't see them anymore.

JOHN:

It's blind to them.

JOHN:

Mm-hmm.

JOHN:

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

JOHN:

My loss leader is a $12 sample.

JOHN:

That's what I sell.

JOHN:

I sell $12.

JOHN:

But I know the conversion path.

JOHN:

I know how long it takes.

JOHN:

I know it can scale that.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

up like 10 to 20 grand every month.

JOHN:

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

JOHN:

than before scaling it up 400%.

JOHN:

I've come launched this company essentially for them.

JOHN:

Mm-hmm.

JOHN:

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

JOHN:

One nice turn looks good to me.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

not everybody's gonna be like this.

JOHN:

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

JOHN:

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

JOHN:

That's cool.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

got those conversions coming in.

JOHN:

Could you explain to us the conversion path?

JOHN:

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

JOHN:

Are you using analytics?

JOHN:

Are you interpreting the data analytics?

JOHN:

Are you do looking inside Google ads?

JOHN:

. , yes.

JOHN:

Um, , all of.

JOHN:

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

JOHN:

Yep.

JOHN:

So this is, oh, okay.

JOHN:

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

JOHN:

better version of top conversion path.

JOHN:

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

JOHN:

Yep.

JOHN:

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

JOHN:

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

JOHN:

you're new versus returning.

JOHN:

I ask about every large.

JOHN:

That came in when it originally came in.

JOHN:

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

JOHN:

I investigated a lot.

JOHN:

Mm-hmm.

JOHN:

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

JOHN:

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

JOHN:

and there are $90,000 in conversion value.

JOHN:

I know that that conversion value.

JOHN:

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

JOHN:

So I said Perfect.

JOHN:

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

JOHN:

and said it was a $45,000 sale.

JOHN:

It happened, , two days ago.

JOHN:

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

JOHN:

That that came from?

JOHN:

Uh, I would guess inbound search.

JOHN:

But how did they find out about you?

JOHN:

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

JOHN:

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

JOHN:

Yes.

JOHN:

Let's pull it up.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

took 11 days for 'em to convert.

JOHN:

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

JOHN:

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

JOHN:

sort of big conversion capital.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

big sale comes in the history.

JOHN:

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

JOHN:

like, Hey, John got a big sale.

JOHN:

It looked at me 17 days ago.

JOHN:

I'm like, perfect.

JOHN:

Who's the salesperson?

JOHN:

And I just dig.

JOHN:

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

JOHN:

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

JOHN:

account, not a $15,000 account.

JOHN:

So I just wanna make that distinction.

JOHN:

This is not high spend.

JOHN:

I scale these two.

JOHN:

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

JOHN:

discount this too hard just yet.

JOHN:

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

JOHN:

information is gonna come from the client.

JOHN:

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

JOHN:

find for a convergent path.

JOHN:

Half of it is gonna come from them.

JOHN:

They know a lot about these customers.

JOHN:

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

JOHN:

from anything that I can possibly find.

JOHN:

First thing, look to the, top conversion path.

JOHN:

Find.

JOHN:

The model comparison tool and the top convertor path.

JOHN:

How much is coming in from one channel?

JOHN:

Then correcting on another channel.

JOHN:

Find out what channels in between.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

are writing six ways in row.

JOHN:

So I'll just use this one.

JOHN:

For example, big sales.

JOHN:

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

JOHN:

Because what I wanna.

JOHN:

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

JOHN:

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

JOHN:

People really don't buy the triangle ones.

JOHN:

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

JOHN:

boxes like this are coming in from.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

we can actually build this thing.

JOHN:

Yeah.

JOHN:

It's fully customizable.

JOHN:

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

JOHN:

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

JOHN:

Quantity of eight 50.

JOHN:

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

JOHN:

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

JOHN:

Oh, I need a customer.

JOHN:

I can't spell.

JOHN:

so you got Thousand hundred.

JOHN:

Yep.

JOHN:

Different skews, different prices, same product.

JOHN:

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

JOHN:

like doing 99% of the work.

JOHN:

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

JOHN:

because it was a pure skew pricing.

JOHN:

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

JOHN:

Gotcha.

JOHN:

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

JOHN:

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

JOHN:

There's a different one right.

JOHN:

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

JOHN:

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

JOHN:

So now I have a lot of placements.

JOHN:

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

JOHN:

it's the same product.

JOHN:

It's a box.

JOHN:

They have one box under site.

JOHN:

It's, so look at this.

JOHN:

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

JOHN:

That is sweet

JOHN:

Remember when I said test everything, like all skews?

JOHN:

No one would've predicted that, right?

JOHN:

No.

JOHN:

Yeah.

JOHN:

Okay.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

Here's what I mean.

JOHN:

This is the beauty of Google.

JOHN:

Brand campaign.

JOHN:

We hack right off.

JOHN:

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

JOHN:

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

JOHN:

I have a search campaign and a shopping campaign that are

JOHN:

doing also inbound and cold.

JOHN:

So we have cold.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

So 1750.

JOHN:

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

JOHN:

50 plus a 900, which equals 1750.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

with non-branded demo search clicks.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

Let me go back a little further.

JOHN:

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

JOHN:

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

JOHN:

sideways, that screws up all my data.

JOHN:

But if I look at just the platform, whatever.

JOHN:

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

JOHN:

My m e r.

JOHN:

Bad.

JOHN:

Good, good.

JOHN:

Okay, so search one on m e r.

JOHN:

Let's look at cac.

JOHN:

Bad.

JOHN:

Good.

JOHN:

Good.

JOHN:

Okay, so Cack wins.

JOHN:

Now let's look at transactions.

JOHN:

All right, now this one's good.

JOHN:

High amount of learning.

JOHN:

Bad.

JOHN:

Bad.

JOHN:

Okay, so this is equal.

JOHN:

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

JOHN:

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

JOHN:

Mer, good, bad, good.

JOHN:

So now I'm second place here.

JOHN:

Transactions more here than more here, than more here than

JOHN:

these two are gonna share users.

JOHN:

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

JOHN:

equal.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

Yes.

JOHN:

They get equal 1750.

JOHN:

I don't care.

JOHN:

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

JOHN:

the other one's five or 10 points better.

JOHN:

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

JOHN:

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

JOHN:

I'm gonna leave this one for remarketing.

JOHN:

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

JOHN:

I'm gonna capture everything I have cold.

JOHN:

Cold.

JOHN:

Cold.

JOHN:

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

JOHN:

And then this is the test we just started.

JOHN:

Three warm, three cold equal split.

JOHN:

Oh, we looked at this through the customer paths.

JOHN:

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

JOHN:

General Pax Brand.

JOHN:

Brand.

JOHN:

What one I did

JOHN:

Gotcha.

JOHN:

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

JOHN:

And which campaign won?

JOHN:

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

JOHN:

Yes.

JOHN:

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

JOHN:

not brand terms, but products?

JOHN:

Yes.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

are all interacting with each other.

JOHN:

They will.

JOHN:

Yep.

JOHN:

They will.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

some commonality between campaign types.

JOHN:

Gotcha, gotcha.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

Gotcha.

JOHN:

Which is why conversion path is important.

JOHN:

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

JOHN:

That was five grand for that one guy.

JOHN:

Look at this conversion path for 3,600 days.

JOHN:

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

JOHN:

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

JOHN:

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

JOHN:

Yep.

About the Podcast

Show artwork for The Google Ads Podcast
The Google Ads Podcast
PPC Strategies, Tutorials, Tips, Tricks, Hacks, and Best Practices