Guide to Tracking Conversions for Google Ads Supplementary Campaigns

JOHN: 00:00:11

I'm actually having a better cost per conversion than this.

JOHN: 00:00:13

This is just what YouTube can track, which is pretty scary.

JOHN: 00:00:17

YouTube requires a 15 times higher than your current C P A in

JOHN: 00:00:22

the account has a daily budget.

JOHN: 00:00:25

This campaign here spent $60,000 in about 25 days, and the results.

JOHN: 00:00:33

Terrible and it got really good.

JOHN: 00:00:36

No one understands that.

JOHN: 00:00:36

Google's a self-learning algorithm.

JOHN: 00:00:43

Kate, you usually have a really good, , head on like post event where

JOHN: 00:00:47

like, ah, we should, like next week, should we talk about like , this.

JOHN: 00:00:49

Is there anything that I'm missing here?

JOHN: 00:00:51

, with my winging it?

JOHN: 00:00:52

I mean, maybe something in terms of like, maybe we can go in depth

JOHN: 00:00:55

on like conversions and then conversions by conversion time.

JOHN: 00:00:58

Maybe like, , for example, people that look at Google Ads accounts like week

JOHN: 00:01:02

over week and then maybe how that kind of messes up with supplementary campaigns.

JOHN: 00:01:06

Sure.

JOHN: 00:01:07

I don't know if that would really be in depth at all though.

JOHN: 00:01:10

Yeah, I think the supplementary campaigns are always gonna have that sort of

JOHN: 00:01:13

lag, but let's use, , YouTube one,

JOHN: 00:01:14

, . I know there might be some redundancies

JOHN: 00:01:18

I mean, let, if we all remember, we're simply just a person

JOHN: 00:01:21

inside of one platform, so there's gonna be some overlaps.

JOHN: 00:01:24

, , it's not like , we're running a whole marketing department for an omnichannel

JOHN: 00:01:27

company, but we're the Google Ads people, so they're, I might have shown

JOHN: 00:01:30

you this all before, I can't remember, but, , , it's something that we'll need to

JOHN: 00:01:35

look at from a conversion by conversion, having to conversion by conversion click.

JOHN: 00:01:37

, again, super important, but especially when we're looking at self-learning

JOHN: 00:01:41

channels that have horrible attribution or at least blatant attribution.

JOHN: 00:01:46

This is a campaign, , that we ran for a client.

JOHN: 00:01:50

Now you see the conversion value on day one was $397.

JOHN: 00:01:53

On one of the last days it was 6,000 $1,800.

JOHN: 00:01:56

This campaign, Spent $60,000 in about 25 days, and the results were

JOHN: 00:02:04

terrible and they got really good.

JOHN: 00:02:06

If you look at August 4th, this is the first week of performance.

JOHN: 00:02:08

We spent $15,000 made, 1600 bucks by time.

JOHN: 00:02:15

If we look at,

JOHN: 00:02:17

, This is how YouTube works

JOHN: 00:02:21

, I'm just gonna, before I present this, I need everyone to understand

JOHN: 00:02:23

something very carefully, okay.

JOHN: 00:02:25

YouTube requires a 15 times higher than your current C P A

JOHN: 00:02:30

in the account as a daily budget to be optimized over eight days.

JOHN: 00:02:36

If you have a hundred dollars cost per acquisition in an account, you set a

JOHN: 00:02:40

$1,500 per day budget and then just eat a negative ROAZ sandwich for a week.

JOHN: 00:02:47

It is hard.

JOHN: 00:02:48

It's something that clients are not ready to hear yet because they still

JOHN: 00:02:52

think well choose a target, choose an ad.

JOHN: 00:02:55

Why aren't they buying?

JOHN: 00:02:56

No one understands that Google's a self-learning algorithm, so

JOHN: 00:03:00

first need to give it time.

JOHN: 00:03:02

If you're not gonna give it time, the first client that we talked about,

JOHN: 00:03:05

promise that we, give it some more time if we saw some good light.

JOHN: 00:03:08

just wanted a jump ship the first three weeks.

JOHN: 00:03:10

And so now that money's now, it's now the overall MVR is tanking and

JOHN: 00:03:13

we're not, we're not optimizing.

JOHN: 00:03:14

So interestingly enough, that was a failed test, , due to the client

JOHN: 00:03:18

just being skittish wanted to jump ship This one here, for example,

JOHN: 00:03:22

by conversion time, I made $1,600.

JOHN: 00:03:25

At the time when it was, again, I remember it's the first week

JOHN: 00:03:29

of the campaign launching.

JOHN: 00:03:30

There is no historical performance.

JOHN: 00:03:32

There is no time.

JOHN: 00:03:34

yet it just started.

JOHN: 00:03:36

The clicks can only go back like three days because that's how long

JOHN: 00:03:39

they've been running the campaign for.

JOHN: 00:03:40

So at the time it showed $15,000 in spend and $1,600 in conversion value.

JOHN: 00:03:46

And I'm like, the client's like, oh my God, John, why

JOHN: 00:03:49

are you keeping this running?

JOHN: 00:03:50

Our cost per conversion, , that it was, , cost for conversion, I

JOHN: 00:03:53

think it was by time, , was $725.

JOHN: 00:03:58

Why would you spend $725 a lead?

JOHN: 00:04:00

Our, we can't go over a hundred.

JOHN: 00:04:01

And I was like, give it time after you're looking this at the state

JOHN: 00:04:04

range today, if you look back to August 4th through the 10th, on

JOHN: 00:04:08

October 21st, it was actually 150.

JOHN: 00:04:10

Remember, this is by clicker view.

JOHN: 00:04:13

This is what actually happened.

JOHN: 00:04:14

Before I move on, because this is a crazy number, disparage,

JOHN: 00:04:17

disparity, , 150 to 7 25.

JOHN: 00:04:18

Does everyone have a very, very firm and well understood concept of

JOHN: 00:04:23

why this, these two numbers exist?

JOHN: 00:04:25

Is there anybody that has any questions at all?

JOHN: 00:04:28

John?

JOHN: 00:04:29

I would just repeat again what you were saying, just so everyone.

JOHN: 00:04:31

Okay.

JOHN: 00:04:32

No matter what in the first week of the campaign, Our cost per

JOHN: 00:04:37

conversion was $725 the first week.

JOHN: 00:04:41

When those people saw the ad converted later, that would be

JOHN: 00:04:44

here, which is the buy clicker view.

JOHN: 00:04:46

Did they see the ad?

JOHN: 00:04:47

Did they click enter the debut view later on in the next 90 days?

JOHN: 00:04:51

Well, when looking back at that day, what is this now?

JOHN: 00:04:55

Two months later almost, we see that it went from 7 25 down to one.

JOHN: 00:05:00

Because everyone that saw the ad in the first week of August 4th

JOHN: 00:05:03

through the 10th converted on either August 11th to October 21st today.

JOHN: 00:05:10

So your definition of conversion by click and conversion by time is important to

JOHN: 00:05:16

have a really good grasp of understanding on it because the people that have

JOHN: 00:05:21

conversions here, This $2,674 worth of conversions on Friday, August 5th

JOHN: 00:05:28

at the time was actually like $397.

JOHN: 00:05:31

These people that saw the ad on Friday, August 5th, may have

JOHN: 00:05:34

converted on August 26th in real life.

JOHN: 00:05:37

And Google simply just appended that conversion back to the time

JOHN: 00:05:41

when they first were engaged.

JOHN: 00:05:42

That's why this blue line stays the same.

JOHN: 00:05:45

I've had great success since day two.

JOHN: 00:05:48

It just took me three weeks to, to prove it.

JOHN: 00:05:50

That's what the difference is between here.

JOHN: 00:05:52

When you look at the line actually of the, and this is again,

JOHN: 00:05:56

ancillary supportive campaigns.

JOHN: 00:05:58

When you look at the line of blue, I've been successful since day one.

JOHN: 00:06:01

I made $6,700 in the first week.

JOHN: 00:06:03

I thought it was $841 at a time.

JOHN: 00:06:04

I just needed to give it more time for those people that saw the ad

JOHN: 00:06:06

the first week to quick burnt later.

JOHN: 00:06:08

So when you're looking at these, these scenarios here, the red

JOHN: 00:06:12

line is doing it this, but the blue line has been doing this.

JOHN: 00:06:16

This is a successful campaign since day one.

JOHN: 00:06:18

It just took three weeks to share , to prove it because Google needs 15 times

JOHN: 00:06:22

your average c p a and after eight days, which is like 1, 2, 3, 4, 5,

JOHN: 00:06:26

6, 7, 8, and obviously you see the conversion value starting to increase.

JOHN: 00:06:29

The conversion value peaked here.

JOHN: 00:06:31

This is a pivotal time here, eight days later after it started.

JOHN: 00:06:34

So we're gonna run answer campaign.

JOHN: 00:06:36

Two things are happening.

JOHN: 00:06:37

This is not all of the conversions, this is just what people clicked on.

JOHN: 00:06:42

Or viewed and converted that Google can track.

JOHN: 00:06:44

I probably have four times the amount of conversions here, a actual, we've

JOHN: 00:06:49

proven that with solutions eight.

JOHN: 00:06:50

But that's what's really interesting is when you're running an ancillary

JOHN: 00:06:52

campaign, you can't run for one or two weeks, but ah, good enough.

JOHN: 00:06:55

You're still in learning phase.

JOHN: 00:06:57

The people that saw day one, if you're on day 14, you can't look back a

JOHN: 00:07:01

week, you gotta look back two weeks, you gotta look back at inception.

JOHN: 00:07:03

After a month of running a campaign like this, then you could say, okay,

JOHN: 00:07:05

here's the, the actual reasoning.

JOHN: 00:07:07

Because on the last week of this campaign, the 25th or the first, my $750 cost

JOHN: 00:07:13

per conversion went down to 115 bucks.

JOHN: 00:07:16

And now I'm in goal by click, meaning that I ended the campaign August 31st,

JOHN: 00:07:21

September 2nd and third and fourth.

JOHN: 00:07:23

These people started to convert, but I stopped spend.

JOHN: 00:07:26

My conversion is now $94.

JOHN: 00:07:27

I went from $750 on the first week down to under a hundred dollars cap,

JOHN: 00:07:32

which is their publicly traded gold.

JOHN: 00:07:35

That's a big jump.

JOHN: 00:07:37

Any questions so far?

JOHN: 00:07:38

And this is again, I'm actually having a better cost for a conversion than this.

JOHN: 00:07:41

This is just what YouTube contract, which is pretty scary.

JOHN: 00:07:45

, so I was just wondering if you could show everyone what's inside of that

JOHN: 00:07:48

custom column, because I'm worried that when people skim through the video,

JOHN: 00:07:53

they're not gonna understand why there's two columns called the same thing, and

JOHN: 00:07:56

then they're showing different data.

JOHN: 00:07:58

Yeah.

JOHN: 00:07:59

Yep.

JOHN: 00:07:59

And also, dammit, Regina, you stole my question.

JOHN: 00:08:01

Oh, . Okay.

JOHN: 00:08:02

Great.

JOHN: 00:08:03

Mind.

JOHN: 00:08:03

Oh.

JOHN: 00:08:04

Look at that rock new work.

JOHN: 00:08:06

I just re I just duplicated the, campaign and I just have one called by

JOHN: 00:08:09

time, , since I'm the only one in this account kind of looking at the YouTube

JOHN: 00:08:12

stuff, I was, I, I named it wrong.

JOHN: 00:08:15

Normally I'll do this to say, , yeah,

JOHN: 00:08:17

. But since it was just me, I'm

JOHN: 00:08:19

, and the reason why I was, , figuring it out is one's gonna be underlined,

JOHN: 00:08:21

one's not, and that's because my campaign here, or , my column

JOHN: 00:08:26

here doesn't have a description.

JOHN: 00:08:27

And the actual one will give you a definit.

JOHN: 00:08:29

Right.

JOHN: 00:08:30

So anything that's.

JOHN: 00:08:31

And Protip, if you're a cm, , something I would do with every

JOHN: 00:08:34

single new account launch is I would make them a custom column.

JOHN: 00:08:39

Call it, , Roaz by time or c p a by time, whether it's lead dinner or.

JOHN: 00:08:44

E-com.

JOHN: 00:08:44

And I would like, in my first video update or first meeting with them, I would be

JOHN: 00:08:48

like, here, I made you a custom column.

JOHN: 00:08:50

You know.

JOHN: 00:08:51

And I would explain to them why it's better.

JOHN: 00:08:53

And this is in your best interest because A, you're providing them value.

JOHN: 00:08:55

And they're like, wow, that's so custom.

JOHN: 00:08:57

That's so cool.

JOHN: 00:08:58

Thanks.

JOHN: 00:08:58

And then, but B, most importantly, now you have them looking at the by time numbers,

JOHN: 00:09:04

which are gonna show the most up to date.

JOHN: 00:09:08

Data, right?

JOHN: 00:09:09

Mm-hmm.

JOHN: 00:09:09

, instead of having them looking three weeks in the past all the

JOHN: 00:09:11

time and wondering why the CPA is so high, , like John just showed.

JOHN: 00:09:16

, if you're always looking back seven days by click, you're always

JOHN: 00:09:18

looking at the worst . Yeah.

JOHN: 00:09:21

, that's, it's always the true, and that's you'll, if you notice my accounts, if

JOHN: 00:09:25

you ever hop in any of my accounts, these are defaults I only use by time.

JOHN: 00:09:29

And then my row eyes is also by time, , because the roaz by time

JOHN: 00:09:34

or the, the conversion value is 34 by time and is 16 by.

JOHN: 00:09:42

Well that's doubling.

JOHN: 00:09:43

That's a hundred percent increase.

JOHN: 00:09:44

So whatever roas you're tracking, 16,000 up to 34,000.

JOHN: 00:09:49

Well, if I spends 28 grand to make 16 grand, . But if I make spend 28 grand

JOHN: 00:09:53

to make 34 grand client's super happy, we just need be be above a hundred

JOHN: 00:09:57

percent roas cuz these people return, convert at crazy amounts of money.

JOHN: 00:10:03

Like we get a $12 conversion, then two weeks later turns into a $10,000.

JOHN: 00:10:07

, 12 bucks to 10 grand.

JOHN: 00:10:09

It's pure c We just wanna have a rise.

JOHN: 00:10:11

It's just not hemorrhaging cash.

JOHN: 00:10:12

So this, invested company from very, very, very big, big, big company,

JOHN: 00:10:16

like third largest company in the world, will still feed the money.

JOHN: 00:10:19

So we just think of some things based off of some bond.

JOHN: 00:10:23

Well, what's cool is when you're looking at the, , campaign here, my

JOHN: 00:10:27

branded campaign will spend a whole, you know, 400 bucks to get six Oh.

JOHN: 00:10:31

Why?

JOHN: 00:10:32

Well, I'm running YouTube remarketing.

JOHN: 00:10:33

It's spent $700 and 4,600.

JOHN: 00:10:35

I know YouTube works and I put YouTube inside of Pax and I'm making a push there.

JOHN: 00:10:39

So it's really, really cool how all this stuff works.

JOHN: 00:10:41

Where the attribution, I already know this is in 21 and 5%.

JOHN: 00:10:44

, it's not, these are just the really cheap $12 conversions of free trials.

JOHN: 00:10:48

But then they come back and they cool my brand name and they spent

JOHN: 00:10:50

another, I don't know, since last month my brand campaign that's spent

JOHN: 00:10:56

two grand, they make a hundred.

JOHN: 00:10:58

and I know that this is only me because I have 98% of all ad spend for this company.

JOHN: 00:11:05

It's only $500 a month in Facebook and 90 K in Google.

JOHN: 00:11:10

So because of that, I know I can have a 50% bras campaign and it

JOHN: 00:11:15

make the account look like this.

JOHN: 00:11:16

This is cost conversions.

JOHN: 00:11:18

I mean, just so well in line, like these things are stitched together.

JOHN: 00:11:22

It just flows because we know that.

JOHN: 00:11:24

I'm getting a two x and I scaled from, , four grand a week to 28.

JOHN: 00:11:30

Pretty cool stuff.

JOHN: 00:11:31

But that's when you look at the, by time I know that if, I was doing it by click,

JOHN: 00:11:34

I'd be like, oh my God, if I rose with 200% down to like 50, what happened?

JOHN: 00:11:37

It's just the wrong way to measure it.

JOHN: 00:11:39

So, Is there anybody here that, , has any sort of questions about the

JOHN: 00:11:42

difference between conversions by click and conversions by time?

JOHN: 00:11:45

Is there another one that can recite this or teach a client how to do this?

JOHN: 00:11:49

Oh, Glenn, do you still have your hand raised?

JOHN: 00:11:50

I'm sorry.

JOHN: 00:11:51

No, I just got, I've got another question.

JOHN: 00:11:53

So, yeah.

JOHN: 00:11:53

Yeah.

JOHN: 00:11:54

I suppose the mi the million dollar question here now is, and we've got

JOHN: 00:11:58

clients that are running u current YouTube campaigns, is it worthwhile?

JOHN: 00:12:02

And they say, oh, I don't wanna spend 15 times.

JOHN: 00:12:05

Account CPA when we just say, well, if you don't do your 15 times account

JOHN: 00:12:10

cpa, this probably won't work.

JOHN: 00:12:12

, is that the conversation we have with the cn?

JOHN: 00:12:14

, with the clients now we need 15 times CPA on a daily budget.

JOHN: 00:12:20

, I would do this.

JOHN: 00:12:21

Everyone keep this.

JOHN: 00:12:22

and keep this link handy cuz this is what's nice is it gives you a really

JOHN: 00:12:27

self-defense position from the clients because you're like, listen, it's

JOHN: 00:12:31

not me, it's, it's Google and Yeah.

JOHN: 00:12:33

So you don't wanna spend 15 times, that's okay.

JOHN: 00:12:35

We wanna optimize in seven, eight days.

JOHN: 00:12:37

Do you wanna spend right, 10 to 15?

JOHN: 00:12:38

It's gonna take two weeks.

JOHN: 00:12:40

Five to 10.

JOHN: 00:12:41

It's gonna take three weeks.

JOHN: 00:12:43

You wanna spend two x what your CPA is, all right.

JOHN: 00:12:46

It's gonna take probably about six to eight weeks.

JOHN: 00:12:50

Less you spend, the longer it takes, the more you spend, the shorter it takes.

JOHN: 00:12:53

All we're doing is feeding Google data.

JOHN: 00:12:55

There's an X and y axis.

JOHN: 00:12:56

The more you spend, the faster it goes.

JOHN: 00:12:57

The less you spend, the longer it goes.

JOHN: 00:12:59

How fast?

JOHN: 00:13:00

I mean, what's the pain for gain?

JOHN: 00:13:01

Are we fine not hemorrhaging cash for eight weeks or do we wanna

JOHN: 00:13:05

hemorrhage 20 grand next week?

JOHN: 00:13:07

You're gonna get the same result.

JOHN: 00:13:08

We saw that in my, the campaign that I showed you.

JOHN: 00:13:11

Yeah.

JOHN: 00:13:11

When we spent five grand or two grand in one.

JOHN: 00:13:14

, I'll make like $4,000 or two grand in a week.

JOHN: 00:13:17

I'll make $4,000 that week.

JOHN: 00:13:19

It's not gonna look like that that week, but it will.

JOHN: 00:13:21

Or, but if I spend $200 a day for six months, it's just gonna, what's up Katie?

JOHN: 00:13:26

Or is it Glen?

JOHN: 00:13:26

Does that, does that answer your question?

JOHN: 00:13:28

It does, yeah.

JOHN: 00:13:29

And I think having sending him that, that link, it adds a bit of credibility

JOHN: 00:13:34

because this is from the horse's mouth.

JOHN: 00:13:36

This isn't just our opinion.

JOHN: 00:13:37

This is Google saying this is what we should be.

JOHN: 00:13:41

the way that to present this, and Katie, we'll jump to you next.

JOHN: 00:13:43

The way to present this too is you give them your recommendations.

JOHN: 00:13:47

Once they challenge it, you give them the , an example, once they challenge and

JOHN: 00:13:53

ask more questions, it's not a bad way.

JOHN: 00:13:54

They're not challenging you by like, I don't believe you.

JOHN: 00:13:56

But if they're still like, I'm just not getting it, then you pull up

JOHN: 00:13:59

Google and say, listen, , we've seen this, we've practiced it.

JOHN: 00:14:02

We have some examples.

JOHN: 00:14:02

The salsa, what Google says.

JOHN: 00:14:04

So if you're not gonna listen to us experience or Google, where

JOHN: 00:14:07

are we missing the mark here?

JOHN: 00:14:10

So talking about diagnosing supplementary campaigns or existing campaigns and how

JOHN: 00:14:16

they actually have an effect the overall account structure and performance.

JOHN: 00:14:22

, not even account, just really the, the company, , , the business.