Expert Tips for Managing Campaign Overlap in Google Ads | Google Ads Basics Part 4

JOHN: 00:00:11

Campaign overlap is something that I think that

JOHN: 00:00:14

will need to get much better at.

JOHN: 00:00:16

At performance.

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Max, , becomes more of a , permanent foothold in Google.

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Some ways that they overlap omnichannel.

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Is regardless of what your performance Max is targeting, running, how

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it's set up, it, does not matter.

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You cannot stop this if you wanted to.

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We've seen it before.

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We've actually seen it kill our performance Max campaigns when no

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changes are taking place in our accounts.

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Let's talk about, campaign overlap.

JOHN: 00:00:49

Not all our clients have, , but not even nor Beam is fully accurate.

JOHN: 00:00:53

Campaign overlap is something that I think that will need to get much better at.

JOHN: 00:00:58

At performance.

JOHN: 00:00:58

Max , becomes more of a, permanent foothold in Google.

JOHN: 00:01:03

I think it's good performance.

JOHN: 00:01:05

Max works.

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, go ahead.

JOHN: 00:01:06

It's allowing me in this campaign to spend, you know, 275 grand a month at a

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1.73 return where I need to be over 1.49.

JOHN: 00:01:14

It works, works well.

JOHN: 00:01:15

Campaign overlap , , is insane and I really want to discuss how PAX

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works at a higher level because that needs to become our basic.

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performance max overlap, how it overlaps, what's being represented.

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, some common understandings of things have changed and some new developments

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have come alive that I think it's worthy of having all of us get a very

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good understanding as How the campaigns overlap and why, and, all the good stuff.

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Here's something that we're all going to need to get very familiar about is

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the asset groups and then also dynamic remarketing inside of Performance

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Max and how it works within perform Google Ads campaigns and how it works

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Omnichannel, so traffic from other sources, Performance Max is gonna

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overlap more so than we know initially.

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Some ways that they overlap.

JOHN: 00:02:08

Omnichannel is regardless of what your performance Max is targeting, running,

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how it's set up, , it does not matter.

JOHN: 00:02:14

You cannot stop this if you wanted to.

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It will dynamically remarket all of the users that come to

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the site, regardless of source.

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So if you have a Performance Max campaign set up for a hundred percent cold traffic

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and you have a campaign that is not using T C P A or tira, so it's learning

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its own audiences and you have Euro URL expansion off, doesn't matter if a

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massive amount of influx from Facebook comes in, your performance Max, that's

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brand excluded, your extension off.

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Cold traffic only targeting will remarket that Facebook traffic.

JOHN: 00:02:47

We've seen it before.

JOHN: 00:02:48

We've actually seen it kill our performance Max campaigns when no change

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has been taking place in our accounts.

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I forget exactly the client.

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I know who it is.

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, I think on car.

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You're with me on it.

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But it came out in a risk meeting a few weeks ago, and it was kind an interesting

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point because it was something that we all kind of found out together.

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But I wanna make sure that it's kind of , , part of our foundational

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understanding of performance Max.

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So, as Google ads experts live and die instead of Google ads,

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and sometimes we don't think about outside influences to our campaigns.

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If you have a Performance Max campaign on, and it's running, it's been running

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for let's say six months, getting a 300% row ads and everything is hunky dory,

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and someone launches a Facebook campaign to a bunch of uninterested users and

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they drive themselves to the site and they look at some products and they

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leave, your Performance Max campaign is going to reduce its efficiency.

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It's not going to hit 300% roas.

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it's gonna spend the budget, but you're gonna see the same budget.

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Your click, the rate's probably gonna be fairly similar.

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Your impressions will be a little bit higher.

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Your views on YouTube may change by one 2000, but it might just

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start to tank performance.

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it's nothing that we did, but we have to understand the ebbs and flows.

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The rises, and.

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of Google Ads and how it, optimizes in other campaign types.

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So I'm gonna give you all a quick example and I'll share with you how your campaigns

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can, immediately benefit or immediately, , retract, I guess in performance.

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So this, the company we've been marketing for, about seven months.

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Performance Max works really well.

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I have,

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, 18 Performance Max campaigns running

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that anytime we'll see Facebook added increasing and this is clicks.

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This isn't click and views.

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Anytime we see, let's say Facebook increase, we see Google increase.

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Anytime you see Facebook decrease, Google decreases and I haven't made any changes.

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Is that a Google?

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What is going on?

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Is that, The quality of the user coming from those outside

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sources directly affects how your campaign is going to convert.

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Google is a self-governing, self targeting system, and it has hierarchy levels, and

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one of those hierarchy levels that it likes to attract first, or likes to market

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to first is the warmest audience, which is who the people currently on the site.

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That's why if you add in a whole bunch of ad spend, you don't necessarily

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get a whole bunch of new clicks and conversions from cold traffic.

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You simply start to potentially remarket them harder.

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So you don't really necessarily see that that conversion coming back.

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You hit a point of diminishing returns quickly, especially if you're not

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in control , of your audience and.

JOHN: 00:05:19

Okay.

JOHN: 00:05:19

You're saying if you're using conversion base bidding, when I'm talking about

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performance Max, since we're kind of stuck with maximize conversions,

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value maximize conversions, that's kind of what I'm thinking of.

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, something different that you were thinking of?

JOHN: 00:05:29

, I was just saying just in general terms like can happen to any campaign, but yeah.

JOHN: 00:05:33

Yeah, like things like inbound search, not too much.

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, cuz it's not gonna remarket that kind of cold traffic on the site.

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So like other channels or other campaigns will be less susceptible to it for sure.

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Though.

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You will have like display, if you're using optimized targeting

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as a list, it's gonna include those people in there for sure.

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, and Google just use this as an ecosystem just in, in and of itself.

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Any, anytime you're using Smart Mini that has its own kind of directional

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governance, even if it's just optimized targeting turned on, it's gonna go

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where it wants, which could be those new traffic to the site where they come from,

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doesn't matter, it's just new traffic to.

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So knowing this, this is something we have to remember.

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Foundationally sometimes ask this on a Wednesday call and it's like, Hey, our

JOHN: 00:06:08

performance Max did, we don't know why.

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And I'm like, well, what'd they do on Facebook?

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We're like I don't know.

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. That's something that we'll need to investigate first

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before looking at Google ads.

JOHN: 00:06:16

If things just started to decay out of nowhere, and what I mean,

JOHN: 00:06:19

out of nowhere do the work, e-com product is still working.

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Convergent tracking's, still working product that is doing

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amazing, didn't go out of stock.

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Whatever.

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We didn't launch a new YouTube campaign at five grand per day and all of a

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sudden just flood our PMM Max campaign with a whole bunch of remarketing

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traffic that's not yet ready to convert.

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Like unless you did something that you know, could have an.

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Before we look into saying, well, I'm not sure why we need to get with a client

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and we need to say what has been changed , inside of your, Google Ads account.

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There's also not even a paid channel source.

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This also can be heavily, heavily affected.

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I'll share with you an amazing, . Like, dang, that I wish we would've

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captured but wasn't due to us.

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And this is a client , that I was talking about on this morning's call where I said,

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I'm running a feed only, . I'm running a feed only and a YouTube at the same time.

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This is what I'm doing.

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It's a feed only on YouTube outbound and I'm scaling this up and it's

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working pretty re pretty well.

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, this here, , I saw my feed only campaign in my YouTube campaign.

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We have all of a sudden like a good spike on like really good traffic and then

JOHN: 00:07:19

it died off, and then it started to go, go against the spike that I saw here.

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It went from like, Two, then, four, and then two, and then five, and

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then crash hard at 1, 2, 3, 4, 5, and it started earning its way back.

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What actually happened here?

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I pinpointed it.

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It was down to a client, this client here, sending out a massive tens of thousands

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of emails to their own subscriber base.

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People clicked on those emails.

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They went to the website.

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They didn't buy.

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They left, we remarketed to them.

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They came back and purchased what was a traffic source,

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their own customers on email.

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Crazy.

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That's how touchy pmax can be, especially when remarketing built in.

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And that is built into every single Pmax campaign.

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So diagnosing this, we have to think about within and outside of

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Google Ads, what is happening on all traffic referral, organic, direct

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social, influencer, email, all of.

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Is going to affect our campaigns and if we're not understanding this and if

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we're not investigating this, we'll be chasing our own tail from something that

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we never catalyzed in the first place.

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Does that make sense?

JOHN: 00:08:25

Any questions there so far, Regina, what's up?

JOHN: 00:08:27

Can you clarify that?

JOHN: 00:08:28

Drop in conversions is because people were sent to the site from an email,

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and why did the conversions drop?

JOHN: 00:08:36

Nope.

JOHN: 00:08:36

This day, right here on October 1st where I was like, oh,

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this is, this is going good.

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And then why did drop, and then why is it slowly come back up?

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The first was their email, campaign.

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on that day was the day that the email was sent out.

JOHN: 00:08:47

Yeah.

JOHN: 00:08:48

So it's like, here's my traffic, my traffic, my traffic, a bunch of email

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traffic, and then we convert a bunch.

JOHN: 00:08:52

It says, I'm gonna remark all this email traffic.

JOHN: 00:08:54

They didn't buy.

JOHN: 00:08:55

Oh, okay.

JOHN: 00:08:55

Well we, we off that email traffic.

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Go back to my traffic.

JOHN: 00:08:58

I see.

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It's an interpretation.

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It's my best educated guess.

JOHN: 00:09:01

But that's when I look inside of their, their campaign, I'm like, oh,

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they're back end of their account.

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I'm like, you had a 66% increase in value on one day and 10,000 users come to

JOHN: 00:09:10

the site on one day and 44% increase in conversion value in one day and like 16

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grand when we usually make 50 in one day.

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Like it was an anomaly.

JOHN: 00:09:19

But then you see that same anomaly in Google ads.

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Why?

JOHN: 00:09:21

Because I'm remarketing with a feed only dynamically.

JOHN: 00:09:23

Everybody that clicked on the email went to the site and did not buy.

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Even if they did buy, it's still remarketing them

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because I have no exclusions.

JOHN: 00:09:29

You can't exclude Pmax.

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So that's the thing too, is if you have a massive amount of traffic

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that purchase, we may see a dip in our conversions because it's

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like these people are on the site.

JOHN: 00:09:37

Well, they did.

JOHN: 00:09:37

They buy her, did not buy.

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I don't care.

JOHN: 00:09:39

These people are on our site.

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That's what Google will.

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So outside influencing is really susceptible to our campaigns.

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So that's a good understanding.

JOHN: 00:09:47

Now, it's also susceptible within our campaigns.

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That's another danger.

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So when I'm running things like , this campaign here, you can see the

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overlap in how crazy it is just from a search category where it's

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like, you know, rice, water, shamp.

JOHN: 00:10:02

This was found in all four of my, my asset groups internally.

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Why Google's matching so broad that if anybody looks similar to

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anybody , it's like close enough.

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So here's what I mean by that, is what we're talking about.

JOHN: 00:10:16

People that may have been Googling, , a shampoo bar and then you have a person

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that may Google Rice water shampoo.

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Those are two different campaigns.

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Those are two different campaigns in my account, but it will share the same

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user, which means that person from day one could have been targeted by

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either campaign, even though it's a different product and a click on one

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campaign and a click on a different campaign that resulted in a conversion.

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Is going to be split between our campaigns, meaning my Roaz and my cpa,

JOHN: 00:10:48

my roaz is half and my CPA is double.

JOHN: 00:10:51

So when running multiple, multiple campaigns, we all have to be very, very

JOHN: 00:10:56

cognizant of the facts that if we're using data driven, a conversion that comes in

JOHN: 00:11:01

may look terrible on a day by day basis.

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Here's what I mean by this.

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If we have conversions that are split, watch this.

JOHN: 00:11:09

was that by time?

JOHN: 00:11:10

Okay.

JOHN: 00:11:10

. Check this out.

JOHN: 00:11:12

This is an extreme case, but it's perfect cuz it makes my point.

JOHN: 00:11:15

I spent $39 that day.

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I got a 3000 cost per acquisition.

JOHN: 00:11:19

Anybody explain how

JOHN: 00:11:20

conversion look?

JOHN: 00:11:21

At distribution, the point we only attributed 0.01 of a

JOHN: 00:11:26

conversion, so that's ridiculous.

JOHN: 00:11:28

Exactly.

JOHN: 00:11:28

It should just be zero and then it would be a zero cpa.

JOHN: 00:11:32

What happens if your cpa, your T C P A is set to a hundred dollars today?

JOHN: 00:11:36

Did you, did you miss your goal?

JOHN: 00:11:39

Oh yeah.

JOHN: 00:11:40

You way missed the goal.

JOHN: 00:11:41

What is it gonna do?

JOHN: 00:11:42

Is it spend the next day probably.

JOHN: 00:11:44

, here's a less extreme example.

JOHN: 00:11:45

I spent $125.

JOHN: 00:11:47

We know that 2.34 means three.

JOHN: 00:11:49

We all know that to be true.

JOHN: 00:11:50

That third one was just split.

JOHN: 00:11:52

, we absolutely know that anything that's over a 0.00 is a conversion.

JOHN: 00:11:58

So you spend $125, right?

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You divide that by three, what's my cpa?

JOHN: 00:12:02

41 66.

JOHN: 00:12:03

What's my CPA to Google?

JOHN: 00:12:04

53.

JOHN: 00:12:06

So I spent 125, actually got three conversions, but I have

JOHN: 00:12:08

a $53 cost per conversion.

JOHN: 00:12:10

In reality, it's 41 cuz the other campaign, we have to take that out from

JOHN: 00:12:14

when you split a conversion, you double or triple or whatever it is, your cpa.

JOHN: 00:12:18

Same as true with conversion value.

JOHN: 00:12:20

If I make 1.1 sale, what's my conversion value?

JOHN: 00:12:25

, 43 cent.

JOHN: 00:12:26

Because I got 0.01 of a conversion and I actually probably got,

JOHN: 00:12:30

you know, $4 and something in a purchase, but I got 43 cents.

JOHN: 00:12:35

So what's my target return on ad spend?

JOHN: 00:12:36

That's a pretty bad ad spend.

JOHN: 00:12:38

You spent, bucks to make 43 cents.

JOHN: 00:12:41

Is that true?

JOHN: 00:12:42

No.

JOHN: 00:12:42

What we're talking about here is this the overlap between the two.

JOHN: 00:12:46

If I take a look at something and said, man, , I'm getting $29 c p A here.

JOHN: 00:12:50

This is looking good.

JOHN: 00:12:51

Ooh, this one's getting a 59.

JOHN: 00:12:52

That's bad.

JOHN: 00:12:52

Pause this.

JOHN: 00:12:53

And then this thing tanks.

JOHN: 00:12:54

Why?

JOHN: 00:12:55

Well, half my conversions that were here were also half of my conversions here.

JOHN: 00:12:58

All I did was just shut off half my count.

JOHN: 00:12:59

So knowing that these are going to be in line with each other when

JOHN: 00:13:03

they're splitting conversions, this is not real and that's not real.

JOHN: 00:13:07

Why?

JOHN: 00:13:07

Because that 0.3 8.9 1.1 0.4 7.05, 0.46.

JOHN: 00:13:12

. Well, at the end of the day when you go down to something, this is gonna

JOHN: 00:13:14

equal out to a hole minus one or two because it came in through maybe,

JOHN: 00:13:18

let's say a few day, few days ago.

JOHN: 00:13:20

But this is splitting two things.

JOHN: 00:13:22

It's splitting the time and it's splitting the campaigns.

JOHN: 00:13:27

A click on day one that converts on day two, we'll have 0.5

JOHN: 00:13:31

on day two and 0.5 on day.

JOHN: 00:13:33

So both those days I overshot my CPA A by double and I cut my conversion

JOHN: 00:13:36

value in half those two days.

JOHN: 00:13:38

This is also why T CCP a T row as are a little bit more dangerous when running

JOHN: 00:13:41

multiple P M max campaigns because your T Row as a T CPA A is measured against

JOHN: 00:13:46

Hals and thirds and quarters not holes.

JOHN: 00:13:49

So if you wanna say, Hey, I need 300% roaz.

JOHN: 00:13:52

Awesome.

JOHN: 00:13:52

Set your targets to one 50.

JOHN: 00:13:54

Why half of those are split?

JOHN: 00:13:56

Very odd, right?

JOHN: 00:13:57

So when I look here, when I look at my roaz, . so it's like 1, 5, 1 3.

JOHN: 00:14:01

One four.

JOHN: 00:14:02

One, two.

JOHN: 00:14:03

Two 13.

JOHN: 00:14:03

1 13, 1 3.

JOHN: 00:14:04

It's my higher spends are lower, . They all at the bottom equal 1.72.

JOHN: 00:14:09

That's cool.

JOHN: 00:14:09

I'm not gonna shut up my 107 cuz I have another half of that

JOHN: 00:14:13

campaign probably at a two 14.

JOHN: 00:14:14

And then that's equally this.

JOHN: 00:14:15

So just know that when you're measuring individual p m max

JOHN: 00:14:18

campaigns, and that's why when it's like, Hey, should we shut off this?

JOHN: 00:14:20

We shut off that one unless it.

JOHN: 00:14:22

There's no conversion paths.

JOHN: 00:14:24

The first and last click attribution show the same.

JOHN: 00:14:26

There's no way that these two are the same products.

JOHN: 00:14:29

Person that's buying a dog bed is not gonna buy a toilet.

JOHN: 00:14:31

okay, these have nothing to do with each other, but the more similar that

JOHN: 00:14:34

these products overlap, which this one does amazingly, your eye masks

JOHN: 00:14:38

pillowcase your hair clips your hair shampoo, your scrunchies, your headbands.

JOHN: 00:14:43

these are all products that are just from like the top eight inches of your body.

JOHN: 00:14:45

Like everything overlaps here by person that wants a scrunchy

JOHN: 00:14:48

is gonna buy a hair tie.

JOHN: 00:14:49

I can't really care or tell the difference, but I'm measuring

JOHN: 00:14:52

at MER and overall count ros.

JOHN: 00:14:53

and then you're splitting it by day.

JOHN: 00:14:55

Clicks on day one and clicks on day two, and then you're splitting

JOHN: 00:14:58

it by clicks on day one and campaign one and clicks on day two.

JOHN: 00:15:00

By campaign two.

JOHN: 00:15:01

Now you have 25, 25, 25, 25.

JOHN: 00:15:03

All four campaigns now are missing the C P A targets by three quarters

JOHN: 00:15:06

and have all been had their conversion values cut by one quarter.

JOHN: 00:15:09

That's bad when you're looking at what do you do in the account.

JOHN: 00:15:12

So you have to look at those overlaps and then know that also in addition

JOHN: 00:15:15

to this, it's also remarketing the other channels like Facebook

JOHN: 00:15:20

So this got real super deep, really fast, and it's going to

JOHN: 00:15:23

make sure that as we optimize.

JOHN: 00:15:25

Don't take this for face value.

JOHN: 00:15:27

There's three things you're not taking into consideration when

JOHN: 00:15:29

you take it at this screenshot.

JOHN: 00:15:31

Here is how did the previous clicks from the previous month compare to this month?

JOHN: 00:15:35

How much campaign overlap in there and what happened?

JOHN: 00:15:37

Omnichannel, unless you investigate and know and kind of keep up with that, you

JOHN: 00:15:41

can't really make educated decisions.

JOHN: 00:15:43

You're just making reactions that are going to be half right and half wrong.

JOHN: 00:15:47

That's bad.

JOHN: 00:15:48

The other part that I would like to talk about, Is, and then do we

JOHN: 00:15:51

have any,, questions on that so far?

JOHN: 00:15:53

I know it's got like really crazy.

JOHN: 00:15:55

There were some comments in the chat earlier regarding fractions, but

JOHN: 00:15:58

I think that one is gone already.

JOHN: 00:16:01

Okay.

JOHN: 00:16:01

One good way to do this too, if you wanted to, is use first click.

JOHN: 00:16:04

, if you wanted to use first click, you can, or last click.

JOHN: 00:16:07

If you're not running brand, I don't know.

JOHN: 00:16:09

It's gonna be up to that individual campaign and how you wanna measure it.

JOHN: 00:16:11

Attribution models are for you.

JOHN: 00:16:12

They're not for Google.

JOHN: 00:16:13

It doesn't matter to Google.

JOHN: 00:16:14

, it only matter how you want to count it.

JOHN: 00:16:16

versus how you wanted to show up.

JOHN: 00:16:18

One quick way, this is gonna be an advanced technique, but if you wanted to,

JOHN: 00:16:23

you can actually replicate a conversion action, counted as a custom to campaign

JOHN: 00:16:28

level conversion tracking and not account level, and then change the attribution.

JOHN: 00:16:32

So , here's a ninja one.

JOHN: 00:16:33

This purchase is running on data-driven.

JOHN: 00:16:35

This data-driven, I want it on data-driven because I'm getting

JOHN: 00:16:38

view engaged conversions.

JOHN: 00:16:40

First click does not count.

JOHN: 00:16:41

View engaged conversions well.

JOHN: 00:16:43

So know that you miss your view.

JOHN: 00:16:44

Engage conversions, because that's not a click attributed conversion.

JOHN: 00:16:48

Data driven is not a like attributed data driven conversion, or not

JOHN: 00:16:51

a click attributed conversion.

JOHN: 00:16:52

It is a,

JOHN: 00:16:53

, View and click.

JOHN: 00:16:54

So if you change the first click, know that you will miss

JOHN: 00:16:56

the view engage conversion.

JOHN: 00:16:58

But here's something we can try if you would like to.

JOHN: 00:17:00

Replicate this conversion action.

JOHN: 00:17:02

You can't just like copy and paste in here.

JOHN: 00:17:04

You have to actually go through and set up a new conversion action,

JOHN: 00:17:06

counting the same exact thing.

JOHN: 00:17:07

This is , in your measuring measure as a custom goal, and then take

JOHN: 00:17:11

that custom goal and count it as a different conversion, , attribution.

JOHN: 00:17:14

So if this was the shopping app purchase and I say, you know, , this is, name

JOHN: 00:17:18

your custom goal, that's cool, , . And then this custom goal here, you can

JOHN: 00:17:21

actually, when I can't do it now, when you actually set it up, you're gonna

JOHN: 00:17:24

be counting that conversion action as a different attribution model.

JOHN: 00:17:26

Let's say this was first click.

JOHN: 00:17:27

, and if you, can count it as a secondary and then attach it to a campaign so you

JOHN: 00:17:32

can say, okay, this campaign brought me 101st clicks and 25 last clicks.

JOHN: 00:17:38

Actually, no, what?

JOHN: 00:17:39

I did this already, sorry, I already have an example of this.

JOHN: 00:17:41

Here's something awesome now saying to do this, but this is.

JOHN: 00:17:44

A high level trick that makes us all ultra ninjas, , and is very impressive.

JOHN: 00:17:49

So inside of this account I did, forgive the nomenclature.

JOHN: 00:17:52

I'm using other people's and changing it around, but you'll

JOHN: 00:17:54

see stuff like this here.

JOHN: 00:17:56

data-driven test, 90 day counting every.

JOHN: 00:17:59

And then this is website orders, a 15 day only counting one, and then this one

JOHN: 00:18:02

is a purchase 90 day also counting one.

JOHN: 00:18:05

It's actually not that these involvements switched around, so

JOHN: 00:18:07

just ignore what these are counting.

JOHN: 00:18:08

But you can actually see the differences between the conversion

JOHN: 00:18:10

actions a 90 day versus a 15 day.

JOHN: 00:18:13

This is actually the 90 day, I think, , , this is still the 15 day.

JOHN: 00:18:16

I forget exactly where it was.

JOHN: 00:18:17

Long story short, this is all messed up.

JOHN: 00:18:19

, it's me just kind of modifying it to try this, but you can actually see the

JOHN: 00:18:22

different conversions and how they're attributed, , for the different campaigns.

JOHN: 00:18:26

So segmenting by conversion and by conversion action.

JOHN: 00:18:29

I'm only accounting this one, one, but I can see, okay, there's

JOHN: 00:18:33

data driven would count, , 4,600.

JOHN: 00:18:35

New customers are 2,800, the purchase and one count for 90 days.

JOHN: 00:18:39

Okay, so it's 463 and 43 97.

JOHN: 00:18:42

There's 200 returning here because this was 90 day, 90 day one count every count.

JOHN: 00:18:47

There's 300 more here.

JOHN: 00:18:48

Perfect.

JOHN: 00:18:48

So now I can see what the difference is between them.

JOHN: 00:18:50

You can do this if you wanted to kind of see different attribution models

JOHN: 00:18:53

for the same kind of cool stuff.

JOHN: 00:18:55

Not saying that we need to do that, but just know , that's the thing.

JOHN: 00:18:57

I think that's it so far.

JOHN: 00:18:58

There's a lot of basics to cover, but the basics I think are the

JOHN: 00:19:02

way that we've run our campaigns.

JOHN: 00:19:03

This is kind of like the basics, convergent tracking.

JOHN: 00:19:05

How the budgets work, how the daily ad spends changes actually

JOHN: 00:19:09

equate to future changes, the restrictive bidding strategies and

JOHN: 00:19:13

how they will kill your campaigns.

JOHN: 00:19:14

The, kind of overlapping between omnichannel and inter channel, the

JOHN: 00:19:18

fractional conversions and how they mess up your goal tracking and what

JOHN: 00:19:21

you should be tracking as a goal.

JOHN: 00:19:22

You can actually use this model here to build a brand, but we'll talk about kind

JOHN: 00:19:26

of brand building techniques next week.

JOHN: 00:19:28

, this I think is something that very important and is going to give us a

JOHN: 00:19:32

templatized structure to how we should be building out the e-commerce accounts.