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How to Solve the Number One Marketing Issue

Caden explains the #1 issue with marketing—attribution. He dives into what to look for to solve the age old question of tracking the effectiveness of your marketing efforts, how attribution has evolved, and the future of marketing. He also shares his strategies and knowledge so marketers can understand the issue better so they can make informed decisions without solely relying on attribution tools.

Related video:

🔥 How to Solve the Google Ads Attribution Problem Caused by Performance Max:   

 • 🔥 How to Solve the Google Ads Attribu...  



0:00 Intro

0:18 How to Solve the Number One Marketing Issue

2:59 Losing third-party attribution cookies

6:46 Omnichannel and the crossover nightmare



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Transcript
Caden:

This video is going to be probably the most important video when

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it comes to understanding marketing or

even just doing marketing as a whole.

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If you implement these strategies, then

you'll be able to solve, any problem

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when it comes to marketing and you

won't even need an attribution tool.

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hello.

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How's it going everyone?

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So this video is going to be probably

the most important video when it

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comes to understanding marketing or

even just doing marketing as a whole.

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there's so much that has changed

over the years, and just to give

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you a rough highlight of what

we're going to be talking about.

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It's essentially, if you

can't see, attribution.

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and so we were spoiled with

attribution for the last, I

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would say, honestly, 20 years.

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It's just been an uptrend of

more and more attribution.

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and then now we're in that

kind of recorrection of it all

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where we're starting to lose

more and more attribution.

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And so as marketers, we have

to be prepared for that.

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And so what this means is if you can grasp

this and understand these concepts, both

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as a business owner and a marketer, that

you will have a huge advantage over all

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the other businesses and you'll also be

able to decide which agency or which,

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areas to focus on inside of your business.

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And If we were to summarize attribution

in a nutshell, it's essentially, as a

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user goes through their thought pattern,

buying process, whatever it may be, they

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hit all of these different points that

cause them to make a decision to convert

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or become a lead or, whatever your main

action is that you're optimizing for.

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And so as marketers, we have to try to

find out which area has the most impact.

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So then we make the funnel, the most

efficient than it can potentially be.

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and so we'll see here that we have

the first touch point, which could

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be, a meta awareness campaign.

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And then the last touch point, which

could be like a meta remarketing campaign.

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And so our job is to, like I said earlier,

find the most efficient pathway for a

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user to get from point A, not knowing

us all the way to point B or C or D,

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whatever you would call it in the funnel.

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and so if we look down here, we see that

as time has passed, all these X's and

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I apologize if someone's, watching this

and they have OCD, this is not lined up.

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I took screenshots.

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going into the X's represent

loss of attribution.

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And the way that we know this is

through controlled tests, which

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I'll cover in a moment here.

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So the loss of attribution is essentially

the, iOS update or the, user itself that

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they go through and they say, okay, I see

the ad on meta, but then I go to another

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device like my phone or my computer.

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And then I go to another and I see

another ad on YouTube, let's say, and

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then I go back to my other device and

then the string kind of gets broken.

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And then as my bind pattern

increases, meaning that.

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it could be 90 days or a hundred days

or 12 days or whatever, the case may

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be, the algorithms can't track that

information because there's not a

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string of information attached to

that user of their previous history.

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And Google's going to go through this

of:

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just going to lose third party cookies.

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And so the main thing that's this,

the, app platforms are doing.

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is they're trying to solve this

issue by increasing the touch points

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to the user and performance max

is the number one example of this.

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And so I'll show you what I mean by this.

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So as the user goes through the process

of hearing about your brand, you'll

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notice that these little markers are

like a remarketing or performance max

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campaign, whatever the case may be.

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I just have it as a performance max

campaign, but think of it as remarketing.

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And so as they go through this

process, there's more touch points.

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Of remarketing that will get the

ability to say, Hey, I impacted

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this, Hey, I impacted this.

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And if it shows multiple times towards,

for example, the end of the conversion

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window, it's a lot easier for the system

to say, Hey, I got that conversion.

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But if you try scaling this, for

example, if we were to try to scale the

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remarketing campaign, we have to make

sure that there's enough awareness built

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for the user to actually convert on the

remarketing campaign side of things.

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And so when it comes to

attribution, the way that we solve

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this is we do controlled tests.

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So what I mean by that is that if we

have a remarketing campaign and we

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think that's doing a ton of work and

we're willing into that now, I know that

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this is, I'm making this as black and

white as possible, but let's say that

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we know it's our marketing campaign.

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Then when we try to scale that up, what

we notice is that maybe our top line

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numbers don't increase, meaning that

we're paying more for marketing and

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we're not getting more new customers.

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Our media efficiency ratio, meaning

our Global ROAS is not getting better,

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then we know there's an issue there

and we have to try to find out why.

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And that's what your agency should be

doing, your marketer should be doing,

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or how you should be looking at this.

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if an agency is not doing this, or

if you're not doing this, then be

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very prepared with the next update

that's going to be coming to Google.

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meaning like loss of attribution on

Google that we're not really going

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to be able to hide behind remarketing

anymore, which in my opinion is unethical,

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but also, as a business owner, it's

going to be really apparent that,

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okay, this is not making us money.

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And so one thing that we like to do,

like I was saying, was control tests

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to see, okay, we scaled this up.

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Did we see a top line effect?

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We didn't.

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Okay.

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What else can we scale?

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And you have to make sure by Scaling this

that you're not affecting any other part

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of the funnel or you're doing your best to

Not affect any other part of the funnel.

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so you know that this is the cause and

effect of it now I know that there's sales

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that can happen There's you know overall

just you can have Certain campaigns that

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just launch and they're already scheduled

completely understand that like you have

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a billboard, wherever the case may be.

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The goal though, is to look for trends

that allow you to then have a more,

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greater than 50 percent belief that

this either had a positive effect on the

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scale or a negative effect on the scale.

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Attribution platforms are never going

to tell you the full story, right?

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So we might be able to remove.

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For example, the X here and the X

here inside of the attribution with

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an attribution platform, but we're

still going to miss, for example,

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X is over here or the actual X

that caused the initial action.

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We might see it, might not.

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There's no way to fully know.

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And so when you master the skill of

control tests, you then can provide

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a lot of value to the, to your client

because you can say, no, I'm not going

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to scale their marketing campaign

because we tested that it's didn't work.

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I'm going to scale the awareness campaign.

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Now, like I said, I know this is very

straightforward on which campaign is

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which, and that's going to take a lot

of skill to figure that out first,

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but allowing yourself to say, Hey, we

need to do this and tell your business

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or your, actual, agency manager that

we need to do this, is a really good

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way to say, okay, if we scale up

the awareness campaign that drives

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overall profit to our business, because

everything else starts to get better.

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Omni channel is a nightmare.

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and so there's so much crossover that

is untracked that I find a lot of

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businesses will just say, yeah, let's

scale the performance max campaign.

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Google looks better.

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And the only reason it looks

better is because it's towards

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the end of the actual action.

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And so this kind of funny graph

here, is one of the biggest issues

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that we see in accounts that we

also intake where, we see a lot of

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agencies that just say, I see good

numbers towards the end of the funnel.

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We need to just scale bottom of funnel.

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And when you do that, it obviously doesn't

impact the business in a positive light.

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And so then you run into issues

of, okay, we're losing money.

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What do we cut?

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Netta isn't, showing

as much of a row as or.

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YouTube isn't showing as much of

a row as let's just trim that off.

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And then you trim that off and sure.

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It might look better for a day or

two, because you're reducing your

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marketing spend, but then as you notice

the audience slowly depletes and you

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have, you don't have any more users

running to your bottom of funnel and

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then you end up killing the business.

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I see this so often, and this is

one of the main reasons too, why

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solutions eight is going more into

the omni channel space, because.

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We don't want to essentially have to

educate other agencies on, Hey, this

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cause and effect is an issue here.

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we need to solve that.

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And so we're going at it from perspective

of, we have the understanding from

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just impacting Google that all

these other platforms impact Google

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on the bottom of funnel, right?

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With that being said as a marketer,

make sure you do control tests,

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and look for the cold traffic.

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So top of funnel, whatever it is,

that's feeding the actual funnel itself.

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Not just what looks

good inside of the app.

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you might find too that, you might need

to scale the bottom of funnel a bit more.

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So this isn't a perfect example,

but, you might say, Hey, like we

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have a ton of awareness being built,

but we really need to scale that.

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we need to get longer form messaging

into it to really, people know the brand,

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but they don't really know what we do.

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And then as you locate all those

different areas of efficiency.

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You can then say, okay, we have, 70

percent towards top of funnel, 20 percent

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towards the middle of funnel, and then

10 percent towards bottom of funnel.

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and that's going to be very

based on the business, right?

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So as an agency, we have

correlations that we can find

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across other businesses, right?

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So we can say Hey, like in this niche,

we found this campaign tends to do this.

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Like for example, performance

max tends to remarket, do we

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want to leverage that or not?

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Where do we want to throw it in?

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Where do we not?

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And so we have that kind

of insight that helps us.

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But I think as marketers,

it goes beyond that.

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That's just a likelihood.

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That's not a law or a SOP.

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You can say.

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And so if you use these principles of

using controlled tests to then find out

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where the impact is coming from, you can

build a funnel for any company whatsoever.

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and so with that being said, I know it's

a really complex topic, but I just wanted

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to give you guys a high level of it.

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this is how I like to look at it and how

a lot of other strategists like to look at

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it, along with just marketers in general,

business owners that are successful.

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And so if you implement these strategies,

then you'll be able to solve, Any problem

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when it comes to marketing and you won't

even need an attribution tool So anyways,

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thanks again guys, and i'll see you later.

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