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Google Ads Strategy Update: Here's How to Measure Success in 2023

The revenue data Google is giving you are all fake! Here’s how to measure your success in Google Ads instead. Listen to this episode now.

John reveals his new strategy to measure your Google Ads success, how to identify which products are bringing in revenue, how your campaigns are affecting your overall sales, and so much more!


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 TRUTH About Google Ads & Why Your Ad Spend Doesn’t Matter: https://youtu.be/WC6kSsQj4vM

🚀 Scaling for Success: How to Identify Profitable Google Ads Campaigns https://youtu.be/dZqKDjuXyUU

How to Measure Success in Google Ads: https://www.youtube.com/playlist?list...


0:00 Intro

0:35 New Strategy to Measure Google Ads Success

3:32 How your campaigns are affecting your overall sales

8:09 Does Google Analytics track every sale?

9:42 Having trouble with Google Ads? We can help!



Are you looking to level up your Google Ads game? Join John, Kasim, and our Google Ads Strategists every Friday at 1:00 PM PT for an all-inclusive deep dive into Google Ads.

Our experts will reveal knowledge bombs, secret strategies, and tips they use to skyrocket businesses through Google Ads. 🔥🔥🔥


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This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/


🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8

https://youtu.be/_mOv9_qrtpg

https://youtu.be/syadgcDVntU


Want to learn more about Google Ads Performance Max? Here's the link to all our PMax guide videos:

https://youtube.com/playlist?list=PLp...


💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost!

Visit https://www.starterppc.com for more information. 🚀


🔎 Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists:

https://youtu.be/9TziUBrF_hs

Apply here: https://sol8.com/apply/


💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene...

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm...

🧲 The only guide you’ll ever need for Google Ads for YouTube:

https://sol8.com/google-ads-for-youtube/


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Transcript
John:

first that's gonna be maybe a little bit different than what

John:

we're normally looking at is a new way to kind of measure things.

John:

I've been using this for a client that sells a lot of new and repeat.

John:

So it's a really good example to see the spend against all of the revenue sales.

John:

we have individual Google ads campaigns running primary.

John:

In shopping.

John:

So here's some things to think about too.

John:

When you're looking at measuring product performance, that may give you a bit

John:

of a different insight as to what your overall marketing is actually achieving

John:

for a specific type of product based on the campaigns that you're running.

John:

in this account, and I've obviously, I know it's a huge account, but

John:

it's used just as an example.

John:

It applies to large, small, doesn't.

John:

Is actually using analytics.

John:

So when you don't have Nor Beam, which a lot of our clients don't,

John:

I think only like 20 clients do.

John:

Some ways that you can measure overall performance.

John:

That's not just standard shopping.

John:

First click and MER is gonna be the cross pollination that your campaigns

John:

have with each other and the overall effectiveness that your campaigns have

John:

on very specific type of products.

John:

So it came up in discussion this morning with Nex Guard, which is one

John:

of the products that our client sells.

John:

Now, we don't have a huge budget for Nex Guard when you're

John:

talking about the overall budget.

John:

right now, if you look at from January 1st or 19th, we have 300

John:

K in spend and only 30 of that.

John:

So 10% of our budget is to next guard.

John:

Now when you're looking at overall MER media efficiency ratio for

John:

that campaign looks good for them.

John:

The cost required to customer is one 30.

John:

We wanna be under one 40 when possible, and we have 29,000

John:

in spend and 28,000 in revenue.

John:

The MER is one.

John:

. Now, this is only targeting as much as we can.

John:

New customer, non-brand cold traffic.

John:

So people looking for ncar.

John:

Yes, there is some repeats in here, but it's primarily new focused.

John:

and I forgot who was the person that just dropped in the Google ads channel.

John:

That GA four is gonna be taken over G t M.

John:

so Dean heard from a friend.

John:

Google will be deprecating.

John:

The Google Ads conversion tracking to consolidate to GA four.

John:

Now that is scary because rather than having analytics and then Google ads

John:

and then GA four, we might just have analytics or we might just have GA

John:

four, no ads and no analytics, and we're primarily set up on on G T M.

John:

this is another way to think about how your campaigns are

John:

affecting your overall sales.

John:

This looks very far from what is.

John:

Actually happening with this client.

John:

This is a simple snapshot in time, primarily for new customers.

John:

Now, Mer looks good.

John:

2.59.

John:

But when you're looking at Next Guard, we have $28,000 in revenue

John:

with our conversions and either new or returning That's what Murda is.

John:

It's new repeat, it doesn't matter.

John:

That's what MER measures is everything.

John:

There's 226 transactions of 53% compared to last period cuz we

John:

increased our budgets scaling well.

John:

So we have 34% increase in spend, 68% increase in revenue.

John:

Yay.

John:

Everything that looks green across the board when we're running standard

John:

shopping in the back end of a.

John:

What you can do is go into conversions, e-commerce product performance.

John:

If you wanted to get a little bit more specific with your own efforts,

John:

maybe running Facebook and maybe running other channels, you can

John:

simply look at a Google CPC view.

John:

Again, this is gonna go away in g4, but G4 is gonna have a version of

John:

this available, but from the next six months, we can use this for right now.

John:

Because it is a good way to measure is this working for them now?

John:

And I'm looking at Google CPC traffic for this month.

John:

I can actually see the total revenue that's coming off

John:

of that specific product.

John:

It's almost like.

John:

To an individual product.

John:

We can't control if a person clicks on a product and buys a different product.

John:

that's completely, out of our hands.

John:

But what we can see is the total sales that actually came from this.

John:

There's $244,000 in product revenue, and there's 1991 unique purchases

John:

that is coming in from Google.

John:

This is first.

John:

Last click.

John:

I wouldn't talk about Google.

John:

Just Google.

John:

I'm not saying omnichannel.

John:

First click, last click new.

John:

Returning gets everything.

John:

So what's cool about this is we get to see, okay, is this actually working here?

John:

Well, And if you're looking at a mer by product, if you're marketing

John:

a specific product or maybe a group of products, you can type in

John:

that, that group of products here.

John:

So you can actually use advanced search and use multiple if you wanna

John:

see multiple different variations of a group of products like hair ties

John:

and scrunchies, blah, blah, blah, and you can start to see, well,

John:

what is actually Google bringing in?

John:

Now, yes, this is going to be the brand of traffic that you're

John:

going to get from Facebook.

John:

We'll probably come through s e m because they saw an ad on Facebook.

John:

Okay, that's fine.

John:

We're dual measuring what is our individual approach to our campaign,

John:

whether using Google Ads, it's gonna look fairly similar because this

John:

is just all cash in, all cash out.

John:

it's close or.

John:

A look at analytics, you're gonna see also the total sales of that product.

John:

And now we switched from smart shopping last year to then

John:

standard shopping this year.

John:

This is gonna sound stupid, but don't look at the overall numbers.

John:

This is gonna look really, really bad.

John:

It's just there was a larger amount of products that had been removed, so

John:

they look worse, what we're tracking year over year, which is their

John:

standard products that they sell.

John:

The product revenue has gone up 130% and the purchases have gone up 97%.

John:

each one of the products that have been consistent year over year,

John:

not the ones that were removed from analytics and now we look like we have

John:

an overall loss, but the products that are still available to us with the

John:

Nextcar title is looking much better.

John:

So we're seeing an increased, unique purchases kind of across the board, and

John:

that's what's been good for this is when we started to do co-op reporting, which.

John:

is essentially just, reporting of, campaign effectiveness.

John:

When we started going after brand new users of this product at scale

John:

and not spend our money on primarily was the repeat users before.

John:

And this company went on smart shopping or before when this company

John:

was on smart shopping out of 45,000.

John:

Purchases per month, only 7,000.

John:

Were new now.

John:

We flipped this thing completely around where 80% of the purchases are new.

John:

So we're starting to see more purchases of this product because our ad

John:

spend go is going to a new audience.

John:

We're starting to see everything lift up.

John:

There isn't, I think, one that went down.

John:

. So there is a mix of products.

John:

That's why I can't look at the overall, but of the ones that had sales before

John:

and after, this one did go down, but everything else went from six

John:

to 40, 29 to 46, 40 to 86, 34 to 40.

John:

Everything is looking up, which is good.

John:

So of the ones that actually were live from last year to this year, I

John:

think there was a chat that came in.

John:

Oh.

John:

Does analytics track every.

John:

It gets very, very, very close.

John:

when I've taken a look at the backend of the UA e-commerce proc performance,

John:

and I've measured that against the Shopify SKUs, they're very close.

John:

which is good.

John:

And we've used this tactic before we tried to identify what campaign was

John:

selling what products, but now knowing that conversion paths are this big

John:

Gives us a MER kind of buy the product.

John:

So first saying, Hey, we need to sell.

John:

Purple picture frames, pick it and it doesn't matter.

John:

And you start to send cold traffic to the purple picture frame and you look

John:

to see does the overall revenue of that purple picture frame increase and

John:

at what mer from the ad spend you're spending on that product to the actual

John:

sales that that product is producing.

John:

This is important because we have clients that have low and high margin.

John:

We have products that have clients, that have products that are low and high.

John:

margins.

John:

So both gross and net are sometimes different.

John:

Sometimes a $5,000 sale on item doesn't really net them that much money if they

John:

have a very low profit margin on that high value item and sometimes reverse.

John:

when looking at different clients and looking at different AOVs we had an.

John:

Not really an issue.

John:

We had a client that experienced a difference.

John:

. And this is actually yesterday I was talking to this client here because they

John:

called me freaking out because they just didn't, look at their numbers correctly.

John:

So what was it to yesterday was the 19.

John:

So I did one through 18 compared to the previous year, and the client

John:

says, oh my gosh, what's happening?

John:

we're losing out on.

John:

They didn't scroll down a little bit further down and be like, oh, okay,

John:

well actually our orders are going up.

John:

So the average order value decreased cuz this is more new customer traffic.

John:

So what was interesting here is we actually made more sales than last

John:

year, but they lost 31% revenue.

John:

They had more draft orders, they had less online store when we, I had them

John:

install the buy the numbers app and we actually have more new customers this

John:

year, then last year by about 20%.

John:

That's why the returning customer rate's actually going down.

John:

So this is all good, but what we're looking at is, okay.

John:

The profit margin is potentially better.

John:

They didn't have enough data on their side to tell me if they actually made

John:

more net revenue off of this because it was a different type of product.

John:

But what we came to the conclusion is we need to test all products uniquely.

John:

So a standard shopping campaign for pendants, watches,

John:

bracelets, necklaces, et cetera.

John:

Great.

John:

Fine.

John:

We had more sales on more new customers, but they were buying cheaper products.

John:

Why?

John:

Well, these repeat purchases of theirs was sometimes spend 20 grand per purchase.

John:

that's what we kind of came about this.

John:

Yes, there was overall less revenue.

John:

Yes, there was overall more sales.

John:

So the client doesn't necessarily care about sales.

John:

They care about revenue first.

John:

So that tells us that looking at individual spend

John:

and return is going to win.

John:

Went out against everything else.

John:

When you're talking about being able to control the individuality of that,

John:

I don't even know if individuality is a word, but it is today.

John:

So that's what we're gonna be seeing is how do we start to get

John:

more sales, consistent sales on a very specific type of product.

John:

And what's the gross and net profit margin?

John:

This separates us from others.

John:

When we're looking at roas, obviously that's a bad indicator,

John:

but that is a bad number.

John:

But again, going down further, this is a good number.

John:

So there's no problem.

John:

There just is a change of strategy.

John:

if this went up on the same products that their existing audience buys,

John:

then we wouldn't have even gotten a.

John:

So it kind of makes us a little bit deeper of a level.

John:

Clients just look at spend in, spend out.

John:

We say, okay, it's spending, this is new, this is repeat.

John:

This is the gross, this is the net, and this is what we need to change, and this

John:

is where more traffic needs to go to.

John:

And more often than not, it can be measured by, well, I'm spending

John:

more on this type of product.

John:

Am I getting more unique sales on it?

John:

Even if you can't take full credit for it, that's okay.

John:

MER means that if it is holding true to what we can see in Google,

John:

Potentially nrp if we have it.

John:

And if we start to increase that, we should see more new sales coming in

John:

for that product, even if it's not us.

John:

Coess would, looking at CAC initially avoided the worry, not necessarily.

John:

I took two hours and got them to then look at that.

John:

we developed a spend and a rev target.

John:

So CAC was better, but what the L t V is of those users, I told

John:

'em yesterday, I said, you're brand new to Google right now.

John:

I actually hopped into other Performance Max campaign than showed them how we had

John:

a product with zero clicks of one sale.

John:

I said, this is why we're hopping off.

John:

He goes, I didn't do anything for you.

John:

Your, customer came back and bought it.

John:

So that's what was really cool is I was able to show him that

John:

there was fake repeat traffic that was giving him the roas.

John:

And after two hours of going through this, he said, ah, perfect.

John:

And then we just agreed to keep doing what we were doing before.

John:

So it was just client education.

John:

So the nice part about this though, is we can then measure more so than

John:

what's going on, because we all know every single time we hop into

John:

a Google Ads account, those revenue numbers tied to the products are all.

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