How to Analyze PMax Data and Asset Groups (Mike Rhodes' Script)

Glen: 00:00:11

So the strategy I use when I'm analyzing PMAX data, and this

2

: 00:00:18

is Mike Rhoades Lotus version 60,

and this is generally what I do.

3

: 00:00:29

I was actually asking, I love when

I get to just throw Glenn into

4

: 00:00:33

things, but Glenn was doing some

analysis on PMAX campaigns yesterday.

5

: 00:00:39

And I was like, Oh, how many

asset groups do you have in there?

6

: 00:00:42

And he's like 12.

7

: 00:00:43

I'm like, you have 12 in one campaign.

8

: 00:00:45

And he's yeah.

9

: 00:00:46

And then he was showing me

how he's going through it.

10

: 00:00:48

the one thing I can say is you, if

you're using micro script, it'll

11

: 00:00:52

be much more transparent about

why asset groups aren't working.

12

: 00:00:56

And then from all the information

you're getting there, you should be

13

: 00:00:59

able to start, putting, Different asset

groups together based on the data

14

: 00:01:03

you're receiving the strategy I use

when I'm analyzing PMAX data, and

15

: 00:01:09

this is Mike Rhodes, Lotus version 60.

16

: 00:01:13

I create a 30 day version of the script.

17

: 00:01:16

Okay.

18

: 00:01:16

I then create a 14 day version

of a script, I then create a 7

19

: 00:01:22

day version of the script, and

20

: 00:01:24

another version of the script

that I will look at to compare

21

: 00:01:29

the date of 7, 14, and 30.

22

: 00:01:31

So if I want to look at the date

30 days prior to the last 30 days,

23

: 00:01:35

or 14 days prior to the last 14,

or 7 days prior to the last 7.

24

: 00:01:40

have these four sheets open.

25

: 00:01:43

And then I want to come into, when you're

looking at the script, you've got this

26

: 00:01:47

view up here and there's a lot of hidden

sheets and I like to turn on as much as

27

: 00:01:52

I possibly can, especially this asset

will the asset groups on by default.

28

: 00:01:56

And if I've got multiple, you'll

see this PMAX campaign, I've

29

: 00:01:59

got multiple asset groups.

30

: 00:02:01

And the way I've been, these

asset groups is around keywords.

31

: 00:02:05

Think of each asset group like

an, a keyword themed ad group.

32

: 00:02:10

And I'm want to in this asset group, I'm

targeting air purifiers for the home.

33

: 00:02:15

I'll create air purifiers for the

home, have a whole heap of keywords

34

: 00:02:20

I've got from keyword manager.

35

: 00:02:21

I then create all headlines.

36

: 00:02:24

air purifier for the home.

37

: 00:02:26

So what I will do I'll have all these

prompts and put them into chat GPT

38

: 00:02:32

I'll have these, the way I do the

prompts is I've got all these famous

39

: 00:02:35

copywriters, about 15 and I say, Write

me some headlines, around this famous

40

: 00:02:40

copywriter and I'll just get them, to

do, say four or five different versions.

41

: 00:02:46

And I've got all these headlines,

all these descriptions.

42

: 00:02:49

And so then in my asset group, I will

say for air purifier of the home, all

43

: 00:02:54

my headlines and descriptions, long

descriptions or all that keyword specific

44

: 00:02:58

air quality, I'll create air quality

keywords and then I'll create it that way.

45

: 00:03:02

Then I'll do best air

purifier, carbon air filter.

46

: 00:03:05

when I'm building these out.

47

: 00:03:07

I will look inside the categories, the

search campaigns and have a look at

48

: 00:03:11

your keywords that are making you money.

49

: 00:03:14

So if I'm looking at 30 days, I'm

looking at this air purifier I can

50

: 00:03:18

see large air purifier, sand, that's

brown, brand is splitting there, air

51

: 00:03:22

purifier, best air purifier reviews.

52

: 00:03:25

These are converting for me.

53

: 00:03:27

before I did feed gen, I would

only get maybe these keywords

54

: 00:03:30

would be getting me conversions.

55

: 00:03:32

Now have a look at how many more

keywords are getting me conversions.

56

: 00:03:36

I will grab keywords that are converting

for me, and then I'll create an

57

: 00:03:40

asset around all those keywords.

58

: 00:03:41

I'll create all copy around those keywords

and see if I can convert that asset

59

: 00:03:45

group going across different channels,

is that going to go after, display,

60

: 00:03:50

is it going into the search network?

61

: 00:03:52

Is it going into?

62

: 00:03:54

shopping.

63

: 00:03:55

So that's generally what I do when

I'm looking at these keywords.

64

: 00:03:58

And I'll start building out asset groups.

65

: 00:04:01

Then I'll let them play out

and then I'll say, all right,

66

: 00:04:05

I know that these are good.

67

: 00:04:07

this campaign here, my feed

only is giving me a five.

68

: 00:04:11

This is custom intent keywords.

69

: 00:04:12

Minnie's giving me a four.

70

: 00:04:14

I'm turning off all these low performing

ones letting these run and see if the

71

: 00:04:19

under that spend that I was getting in the

low performing assets go straight towards

72

: 00:04:23

the ones that are converting really well.

73

: 00:04:26

and then what I do is then, because I know

these were getting really good ROAS, I

74

: 00:04:31

will bump my ROAS up another 10 or 15%.

75

: 00:04:35

Along with the budget and see if I

can push that a little bit further

76

: 00:04:38

because I'm killing the things

that aren't performing for me.

77

: 00:04:41

And I'm doubling down on what

is, and I want to just push

78

: 00:04:45

that a little bit harder.

79

: 00:04:46

I know that you can achieve this

because this was giving me a five.

80

: 00:04:49

That was giving me a four.

81

: 00:04:51

That was giving me a four.

82

: 00:04:53

I now I want you to go see if you

can get that with these asset groups.

83

: 00:04:57

There's two campaigns here.

84

: 00:04:58

This campaign's only got two asset groups.

85

: 00:05:01

And this campaign has 12.

86

: 00:05:03

so I've got my 30, 14, seven, and

then I've got my different date ones.

87

: 00:05:06

first of all, I want to go into my Google

ads account so I can see my dates that

88

: 00:05:11

I want to grab, and I want to compare.

89

: 00:05:13

The last 30 days to the previous

30 days using this PMAX script.

90

: 00:05:18

Now I need to come into the script,

It is a little bit of mucking around

91

: 00:05:23

to do it, do this pretty regularly.

92

: 00:05:25

So it's automatic for me at the moment.

93

: 00:05:27

How did my asset groups go

in the previous 30 days?

94

: 00:05:32

Last 30 days were way better.

95

: 00:05:35

Awesome.

96

: 00:05:35

Now I can start doubling down

and start punching up my ROAS.

97

: 00:05:39

But we can't because I don't have any

stock because it's selling like hotcakes.

98

: 00:05:43

that's why I always have this

different date script and that's

99

: 00:05:46

the one I'll change dates up.

100

: 00:05:48

I want to look at the last 30 days.

101

: 00:05:49

I put these two beside each other and

I'll bounce backwards and forwards.

102

: 00:05:52

Always make sure I keep

everything the same in the bottom.

103

: 00:05:56

I always want to make sure all my tabs

are exactly the same across all of them.

104

: 00:06:00

So I know I can just.

105

: 00:06:01

Go to wherever you want to go.

106

: 00:06:03

If I want to look at the last 14 days,

I'll grab the last 14 days, get the dates,

107

: 00:06:08

come into my different dates script, come

into the script history, and run it again.

108

: 00:06:16

For the last 7 days, I'll

come into my different dates.

109

: 00:06:20

And then I can do a 30 day snapshot

and see if there's a trend.

110

: 00:06:25

Ideally, I'd love if Mike would

have this automatic in one of the

111

: 00:06:29

recommendations going to ask him

is can we plot comparisons between

112

: 00:06:32

different dates and have some charts

in there to see if how are asset

113

: 00:06:36

groups performing in 7, day periods?

114

: 00:06:40

How are campaigns performing

in 30 day periods?

115

: 00:06:43

at the present time,

this is what I'm doing.

116

: 00:06:45

It's manual, but at least I can see,

how something might be comparing.

117

: 00:06:51

and if I'm looking at these asset

groups here, this is the last 30 days.

118

: 00:06:55

How did my previous 30 days go with these

asset groups for my different dates?

119

: 00:07:00

I'm looking at that data there, and I'm

looking at conversion rates, ROAS, seven,

120

: 00:07:07

see that one there, the air quality one

in the previous 30 days was giving me a 7.

121

: 00:07:13

9 ROAS.

122

: 00:07:14

The last 30 days, it's

giving me a one, okay.

123

: 00:07:17

That's weird.

124

: 00:07:18

Why is that the case?

125

: 00:07:19

I'll run a test, pause that and see what

I can do with these other campaigns.

126

: 00:07:24

This speed only, it was 7.

127

: 00:07:27

5.

128

: 00:07:28

Previous 30 days,

129

: 00:07:31

Okay.

130

: 00:07:32

Feed only has taken a lot more

share there, probably taken some

131

: 00:07:37

from some of these other campaigns.

132

: 00:07:39

Now that I can see this data in the

asset groups, I can run a test, pause

133

: 00:07:43

some asset groups and see if those asset

groups that are performing are going

134

: 00:07:48

well, or conversely, I can break out,

duplicate this and say, okay, if air

135

: 00:07:55

quality was giving me an eight row ass,

but it wasn't spending that much 400.

136

: 00:08:00

Why don't I isolate that had one asset

group in one campaign and maybe give

137

: 00:08:04

50 or 60 a day and see if that I can

channel that asset group just by itself

138

: 00:08:10

instead of spreading all the spend.