How to Get More New Customers With Google Ads

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Hello.

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Hello.

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How's it going, everyone?

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I'm going to talk about a strategy that

I'm doing for this supplement brand.

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So just for some context the

supplement brand has a repurchase

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rate of about every month roughly.

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their biggest goal is new customer

acquisition versus, first.

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Sales right away.

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You're just trying to get sale volume up

which generally is the goal of majority.

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I would say 99.

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9 percent of companies

is to get new customers.

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anyways when I go into the account,

so this is like I said, about

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a month ago, a little over a

month ago, and we did this test.

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I've just been kind of tracking over

a period of time and I'll show you

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guys sort of what the numbers I look

at instead of Shopify and how I sort

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of correlate that to Google ads.

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Now they only run Google ads, so

they're not running any Facebook,

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any other platforms whatsoever.

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So it's a black and white test.

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Very, very controlled tests.

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it's really easy for me to sort

of see what, the correlation is.

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going in here right away, we'll see

on June 6th, I changed a conversion

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count setting to one conversion.

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I'm going to jump in there and

kind of show you guys what this is

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now before I get comments on this,

because you guys might be wondering.

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Why is J for a primary conversion action?

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This is just for testing.

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This does not go with our normal,

golden standard practices.

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We normally, you know, go through G

tag not through any sort of analytics

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whatsoever, but anyways, just for

this account specifically we're

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using GA for as sort of a test to see.

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now I'm only looking at the sex

doesn't really matter though.

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So when I go into the account

here and I go into edit settings

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what I did was I swapped the,

every count conversion to one.

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Now, generally speaking, when you have

an account EECOM, you want to lean

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into every, every is a lot better as

well too, because it allows Google

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to string together conversion data.

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Typically one is typically

more for lead generation.

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So if you know someone.

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Clicks.

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And then they say, Hey, you

know, I fill out a lead form.

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We don't want that person coming back

again and again and again, filling out

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lead forms and counting as conversions.

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Right?

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So that's kind of the general

rule of thumb between these two.

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Now, the concept around this is that there

is a click through conversion window.

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And you'll see here of 90 days.

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So when someone clicks an ad,

they will not meaning that Google

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cannot find that user again.

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Until after that 90 days when

that user atrophies in the

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the actual tracking of it.

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what I mean by that is

that essentially this.

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Idea here was used as kind of

like a middle ground for new

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customer acquisition, right?

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Cause there's kind of been some,

debate back and forth inside of so late

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regarding the new customer acquisition

setting inside of, for example,

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performance max, or even search.

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Campaigns, and it tends to get a little

bit too aggressive towards new users and

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it hurts your overall growth potential.

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just to kind of put some more context

as well, too that is also just because

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of the loss of, attribution as well

within Google that's been going on

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with the new W braid and G braids that

have been kind of coming into place.

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It was a little bit of more I guess,

finessing that we're doing with.

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The backend as well as Google

ads, not just looking at Google

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ads for numbers themselves.

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And I'm going to kind of show you guys

what I did to kind of prove concept here.

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with that being said, the change here

went from every two one on June 6th.

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Now I'm going to jump over

to another view that I have.

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So I'm going to show you guys exactly

how I calculate the new customer

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acquisition purely just from if

Google ads is all you're running.

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And then the backend numbers of Shopify.

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So I know a lot of this is going to

be blurred out, but there'll be like

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I said, the tool itself, and then the

customers that should not be blurred

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out on the Shopify side of things.

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what I'm going to do first is I'm gonna

look at May 1st through 31st to give you

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guys an idea of where this account was at.

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So I'm going to copy the

total cost numbers here.

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Get my calculator here

and then just paste that.

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Now I'm going to jump over to Shopify

and when I go into Shopify, I'm going

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to go to the customer section over here.

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And I know a lot of this is going to be

blurred out, but just wanted to, like I

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said, point out that the customer section

right here and then what you're going to

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want to do and actually have this preset.

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So let me just go back is.

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it'll look more like this

where it's more pushed up.

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You're going to click the add

filter button on the right hand

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side of the Shopify section.

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And then you're going to

click to create a segment.

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They're going to start by typing

in first and then I'll just

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auto fill the first order date.

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You're going to select that.

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And then I scroll down to

between dates and then you can

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pick, for example, all of May.

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Right.

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So I got that apply filter

and then boom, I see.

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Okay.

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For me, I got a total of 220.

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New customers.

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So then what I will do is I

will copy paste that to 20.

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I will go in here and I

will divide by two 20.

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And that gives me a 97 and 32 cents

new customer acquisition globally.

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Right?

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when I go back into Google and

we see the numbers in here, I

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see that the cost conversion is.

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64.

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However, we know that we were

counting every, and so there's

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a lot more repeat purchases.

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And you can even see on by time versus the

regular, we're looking at 64 versus 68.

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Now you're going to have a lot

of repeat purchasers, especially

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if you have a strong LTV.

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in Google ads, it's saying, Oh,

we're at 64 cost conversion.

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But obviously part of

that's going to be on brand.

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And then we also have, like I

said, cold, that could potentially

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be that repeat traffic.

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So attribution is not going to be perfect.

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So that's why I like to look at backend

numbers with that Shopify that I was

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just showing you to kind of make sure

that, okay, we're at the client's goal.

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The cause and effect is Google ads.

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And obviously the effect is the

good new customer acquisition.

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Now, when I want to track correlations,

I'm doing this the slow way.

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You can do this by adding it in

a spreadsheet and you can have

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like weeks or days or months.

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On tracking your overall pacing

of new customer acquisition, what

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you're paying for a user based

off whatever change you make.

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A lot of my clients are

doing that as well right now.

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You don't need a third party

attribution tool for it.

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You can just do it manually and

get global numbers that way.

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And that helps a lot when finding

correlations, especially when you

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have smaller budgets and you're not,

your media mix is not, super large.

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I'm going to kind of go through

sort of this test phase.

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So just keep in mind

that we did that test.

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I swapped it over on June 6th.

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So when I jump over here, give me a

look at June 7th to the 13th, I'm going

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to do that same thing that I just did.

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So I'm taking the total amount

here, meaning the global costs.

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So I'm including brand, including

everything cause we're getting that

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global new customer acquisition.

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I'm pasting it into the

calculator and then let me just

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go back in here and make sure.

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So we're seven through 13.

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I'm going to go back in here

and then we're going to do

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first order date between.

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Seven and 13 hit apply filter.

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And then I'm at 50, right?

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So I'm going to copy paste the 50 and

then divide that by the amount in here.

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And that gets me my new

customer acquisition as well.

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So now it's gone up.

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So typically whenever you make a

change in the account, it affects

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global numbers because it's got to

readjust to exactly what's going on.

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I'm seeing 106 and 73

cents now for that week's.

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New customer acquisition.

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So I'm holding fast to the test.

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I'm going to keep going through the

process of it because I know that it

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will take some time to actually learn.

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So I'm going to keep an eye on it.

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So now I go to the next portion, which

is June 14th through the 20th, in fact,

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let me go through the 21st, actually.

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we will copy paste.

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So same exact, you know, idea and keep

in mind, I'm doing this the slow way.

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I'm not doing this the fast way.

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You can have this in a spreadsheet

on a daily basis and keep up with it.

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And it's a lot easier to

see these correlations.

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it's going to go back over 14 through 21.

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So I'm going to go back here and it's

going to do 14 through 21 for between.

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see, 14 through 21 and

then I hit apply now at 82.

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That's a pretty big spike up.

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So we're at 82 now divided by

the total cost that we had.

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And that brings us all the way down

to 70 and 77 cents for a new customer.

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This trend continues through

the process of it, but I want to

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point out a couple of things here.

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So when we're looking at Google ads

numbers and, you know, we're seeing the

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correlations here, our global new customer

acquisition for that date range that I

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just pointed out was 70 and 77 cents.

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And keep in mind that

they're only running Google.

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And I'm looking at the overall cost

conversion inside of Google ads.

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And we're seeing 54 inside of here

for the cost conversion by time.

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And then the actual cost

conversion globally is 91.

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So what's going on here essentially is

that we're not tracking the full picture.

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And so the actual results are

closer to that, you know, 70 range.

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Now, the reason why these two are

different is because this is pulling

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back just all of the information

for the conversions for the day

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range that we're looking at.

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Whereas.

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The portion over here is the

click attributed conversions.

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So I just wanna point that out as well.

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So I'm gonna keep going down

this path a little bit further.

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So I'm gonna go for the 22nd to the 28th.

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So, like I said, we're just continuing

like that weekly cadence roughly.

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And so I'll go in here and copy paste.

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Okay, we're at four.

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Oh.

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Or four?

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Four, eight.

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So then I'll go in here, divide this,

and then lemme look at the date range.

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So we're at 22 through 28.

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Go back in here.

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And then first order date, we're gonna

look at 22 through 28 which brings

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us to a total of 65 new customers.

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And we're gonna divide that

by this amount in here.

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And that gets us.

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65.

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Let me make sure that's actually correct.

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I want to make sure I did that.

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Correct.

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So that was 22.

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So 4, 8, 0, 9, And then we're going

to divide by 65, which gets us 73.

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when we were looking at this previously

in May, we were looking at like close

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to a hundred dollar new customer

acquisition with that small change,

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that's pushed us back into the range of.

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73, which the client's goal is

pretty much around that a little bit.

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We're actually ahead of the goal.

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I don't want to give out their numbers

specifically, but anyways, the results

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have been pretty much getting better and

better just because of that one switch.

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There hasn't been any other

change from a macro perspective.

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There's been like, pretty much keyword

adjustments that has only affected

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the account nearly as much as, like

I said, that 30 percent margin that

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was the real big indicator of success.

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So.

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With that being said the theory behind

this is that we might see some atrophy in

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the performance because that 90 day window

is going to start catching up to itself.

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And so then we're going to have to

try to figure out, okay, do we want

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to start testing out the new customer

acquisition setting inside of the

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search campaigns to keep this as cold as

possible and sort of force the algorithm.

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To go after new users and not sit

on its merits of I'm still counting

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that conversion that I got, you know,

90 days ago as an actual conversion,

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because they just purchased again.

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So it puts a little bit more

pressure on the algorithm.

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And it allows you to, like I

said get more new customers.

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Now, like I said earlier we're still

testing out the new customer acquisition

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setting, but this is kind of like

that happy middle ground that I found

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that works in this account here.

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I've tried it in a couple other accounts.

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If your purchase rate

is not extremely high.

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Meaning that you're looking

at like, 30 day, like monthly

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repurchases or even more frequently.

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Then I don't know if this would be a

right idea for you because the loss of

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attribution when you swap from every

two one is still pretty significant.

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So this is kind of one of those

things to where it's more of a tool.

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It's not a confirmed strategy yet.

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Just because it's not hasn't proven across

multiple accounts, but I figured I'd show

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you guys sort of what we're looking at.

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Maybe you guys learn something from

the new customer acquisition position

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inside of Shopify that you can kind

of locate that information for free.

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just wanted to point that out.

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And then the last thing as well too is.

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It makes this process a whole lot easier

if you have a spreadsheet and you're

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tracking day by day, the new customer

acquisition and then the overall costs

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and that can get your overall murder.

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When you get, obviously pulling over your

total sales from Shopify as well too.

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hopefully you guys like this video, leave

a light comment below and yeah, maybe

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I'll see you guys in the near future.

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Thanks.