Unlocking YouTube Ad Success: Understanding Key Metrics for Growth

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If you're spending 10 grand a month or more in YouTube ads, you have

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to know this, this is the way that it has to function in order to be successful.

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did I overstate That one?

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No, not at all.

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And even if you're spending a little bit less than 10 grand, but if you're

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thinking about YouTube, it's right to measure it properly from the beginning.

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There's so many fail points that Google is interjecting itself you just don't know.

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And that we didn't know until we started actually tested different metrics and

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different, things that you probably don't even think about, but it really increased

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efficiency to the point where we're able to scale cold traffic by massive amounts.

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so we're gonna do a deep dive strap in.

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Let's do this.

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Yeah.

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Dave says, holy crap.

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Who's that guy?

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It's fun.

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Dave has been a.

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long time listener, long time viewer.

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He is.

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let's get started in this week's lesson.

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This week's lesson is gonna be talking specifically about YouTube ads.

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And we have a client that's spending about three k a day in YouTube, and

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another client that's spending a little bit more than that in YouTube.

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Let me just actually get a metric here because it's gonna be important whether

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you're starting off at like, $30 a day or 10 grand a day does not matter.

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These are the metrics that you have to understand even to just scale.

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That's what I think is a really, really, really important facet to know is client

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spending about a hundred k a month.

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about three or four grand a day.

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So both about the same level, but There's a lot of things that people

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don't necessarily look at when they're looking at YouTube ads and.

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There's some tips and tricks that we've found to be very, very, very effective

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that will help curb the over attribution that YouTube does and curb sometimes

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even if you're not segmenting properly by measuring the results properly,

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, you're not gonna see how good you think it is versus what it actually is.

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And what I mean by that is Google has been implementing more and more ways

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data-driven, engaged view conversions.

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We'll take it one step deeper about where they're getting those gauge view

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conversions that are making you think, wow, this campaign is looking really good

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and I'm gonna dump more money into it.

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It's kinda like P max.

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P max make itself look amazing.

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You get omnichannel traffic, you get brand, you get dynamic

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remarketing for 2 cents a click, it's gonna fine roas wherever it is.

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And then you dump in 10 x to spend and the client loses 2% revenue.

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But Google looks fantastic.

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YouTube is starting to do the same thing.

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So Google's overreporting over-indexing, reaching with both hands in YouTube

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the same way that we know that it's doing that inside of P max.

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Right?

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And the way that video action campaigns are kind of being structured now.

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what it's happening is you've all seen the kind of progression, it's like leading

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the lamb to slaughter kind of thing.

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It's like, Hey, engaged view conversions, that's just now defaulted to three days.

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Don't worry about it.

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And then in the back end, what we didn't see is that engage view conversions

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went from a ten second count.

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When you're running vertical video, which is another thing Google's pushing,

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it's actually a five second count.

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So we pause there for just a minute.

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What's the difference between vertical video and everything

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else that we were running?

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Yep.

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So Instream skippable are a ten second before the count of you, a vertical

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video, which is YouTube shorts, yep.

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Is now a five second engage view conversion, which means if in a instream

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skippable you have to watch at least five seconds after the skip, so you got the

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first at least 10 seconds for Instream.

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Yeah.

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And then there's first five seconds after the skip.

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So if you watch it, 1, 2, 3, 4, 5, and that says go ahead and skip it.

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If you watch it for five seconds.

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After that, you get charged and you get a view.

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And if that person ever converts later on, Without even clicking on the ad.

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You get engaged with conversion.

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But we know that Google is contacting everyone says, Hey, vertical

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videos, we see a 25% increase in conversions with vertical video.

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Of course.

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Why?

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Well, one of the things is that a YouTube shorts that is not skippable.

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I mean it is, it's skippable at any point in time, but there's

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not a five second countdown.

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If you watch five seconds of that ad, that's now an engaged view conversion.

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Mm-hmm.

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If they ever convert later on, even without clicking on the YouTube shorts.

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It's interesting because, and shorts is prioritized real estate inside of

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Google, that inventory is shoved in your face nonstop, and then once you're in

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there, it's so sticky to you, like once you're in there it's hard to get out.

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Exactly.

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But then the other part too is like, okay, so how does YouTube shorts really start

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to attribute more conversions to itself?

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So I'm gonna first start off on a use case that is really.

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Eyeopening and really mind blowing that I think is gonna shed a light on the

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omnichannel attribution, which is kind of our specialty, who I've been known

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as, kind of like the omnichannel gurus who I've been called on LinkedIn now.

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And this will kind of be no different.

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It's gonna be really, really, really interesting.

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So I'm gonna pull up a campaign.

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This is gonna be blurred if you're watching it live.

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It'll be on blurred just for a moment.

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there we go.

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this is a client we're spending a whole bunch of money on, on YouTube.

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What we did on March 1st was excluded the website traffic from

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being able to be targeted by our top of funnel YouTube campaigns.

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We already have our existing customers excluded.

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What we then did is removed the actual website audiences, the

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audience, why this client's spending a hundred grand a day on Facebook.

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We're spending a million dollars a month in Google and a hundred

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grand of that is on YouTube.

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So we said we wanna scale cold traffic.

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I don't really look at Google Ads in App metrics.

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They're all BSS anyway, in my opinion, because of when you're

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running heavy omnichannel.

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And this says heavy omnichannel targeting, eh, you know, we already

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know that it's gonna be messed up.

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So what I did is said, I think those engaged view conversions

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aren't real because as we start to scale YouTube, the amount of

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new customers don't scale with it.

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And it should, it's top of funnel.

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It's brand new, right?

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Well, when we excluded the existing website traffic and then put a

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hundred percent more cost in here, you'll see that the click attributed

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conversions went up a hundred percent.

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Went from 273 up to 570.

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Wow.

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The Engage View conversions went from 1153 to 1199.

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It only gained 3.9%.

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Dude, that is nuts.

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You just caught Google Red-handed there, selling them

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their own traffic back to 'em.

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The only thing we did was say you can't target people who've

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already been on our site.

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And we did this across all of our campaigns that are what they

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call essentially top of funnel.

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So watch this campaign name equals T O F, because we have remarketing, I

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don't, I can't include those as well.

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That's the YouTube rem, but the YouTube remarketing here.

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When we scaled up 245%, our click attributed conversions and all

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of our top of funnel went up 184 the engaged views went up 49.

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So this did not scale as much as the clicks did.

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It used to be four 50 and 1500.

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Now it's 1200 2200.

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Yes, there will be cold traffic that sees an ad and then converse later on.

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I'm not discounting those.

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I just don't wanna scale those.

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I wanna scale click attributed conversions.

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this is all these campaigns here, and it's really, really amazing that when you

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like this one here, this campaign clicks 37% more click attributed conversions,

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20% less engaged view conversions.

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The first thing that we noticed is as soon as you take away the ability for

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YouTube to auto target anybody else, based on what the bidding strategy

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of maximized conversions, how is it gonna find people to maximize?

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Well, website traffic's a good place to start.

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Yeah, just show 'em an ad and become Facebook again.

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You know what's interesting about that is it's the way that the mechanism

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has to be built in that instance because in that campaign you're

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not asking for website traffic.

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It's not a remarketing campaign.

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You're telling Google to go after independent ostensibly cold targets.

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And Google's saying, and your website.

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Exactly.

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It's like I'm looking for in-market people who have interested in fitness.

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It's an example.

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It's not that, but there's examples where it's like in market and affinity

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of these type of fitness people and it's like, cool, what if I found

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two thirds of your conversions of people already on your website?

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Well, don't scale that.

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That's a bad idea.

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Yeah.

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Times amount to fraud.

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It is.

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It really is.

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And I have 90 days worth of proof.

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this isn't just like one day, one week, there's three months here of data.

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So it leads into the other case study here.

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My other case study that I've been scaling really, really well, This has

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been actually kind of a funny case study.

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In September of 2022, I actually stopped Performance Max for

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YouTube for this client here.

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Now what's really crazy is these clicks and the conversions, except for March.

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This is a really, really messed up month.

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It is a GA four issue, so we have to take that out.

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Sorry, but besides that little mess up in tracking, this has been extremely

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accurate with the clicks and conversions.

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Why?

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Well, when we look at the ad event type out of $485,000 worth

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of spend, a a hundred percent of these happen click attributed.

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We don't have Engage view conversion in this account.

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So this scaling has been pure cold and in the backend of what I can

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see from the client's HubSpot, this is actually perfectly scalable

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into actual backend results.

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Now we're only running Google, a little bit of Facebook, primarily

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Google, but three grand of the five grand per day is on YouTube.

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So when I push this, we see a great result in the back.

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Now I can scale this from, a cost perspective.

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And a conversion.

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I can go from 70 grand down to 47 grand back up to 80 grand and a

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conversions rise and fall with it.

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it's predictable in the backend.

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I'm always around 60, $65 c p A in Google.

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I'm always around 140.

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Yes, there's gonna be loss of attribution.

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Would engage view conversion help?

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Tell me what's actually going on in a singular omnichannel market.

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Yes, we're spending 90% of our budget on Google, which means if I had engaged

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view conversions or not, this scenario would probably be a little bit better.

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I would be more clean.

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It might be more like 90 if I have click attributed and engage

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view conversions, which would be more accurate towards the truth.

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But what Google is not gonna tell you is Wait, wait, wait.

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Before you count, engage view conversions.

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Are you sending traffic to your site from anywhere else?

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'cause that's mine too.

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And we like you to scale that because I could show a whole

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great, amazing results off of that.

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It's Facebook again, it's the click and view default, and

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it defaults for three days.

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All Google has to do is show an ad to a person that they think is gonna be

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ready to buy and only be if they're not within 72 hours of that error window.

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They're golden.

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So when you're looking at click attributed, this scale

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perfectly, and I've been doing this since October of last year.

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So that was the first thing we saw, that engaged view conversions were going

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after warm traffic, calling it cold.

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'cause either A, Google doesn't know the difference, or B, it's the same type of

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tracking that we're doing on Facebook.

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It doesn't mean that it's necessarily wrong, it just means that we're both

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really good at targeting the audience.

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But there is overlap there.

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Understanding the overlap and not scaling the overlap is

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gonna keep your MER consistent.

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Because if you're adding in more cold users, you're not adding in more cold

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users and paying twice as much for warm users, your MER will stay the same again.

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Merh is king.

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ROAS sucks.

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POAs sucks.

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It's merh mer.

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I don't challenge anybody.

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and dude, all Mers says, and you've said this before, I think it's such a simple

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concept that escapes so many people.

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If you spend more money in ads, you should make more money.

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It doesn't matter that your agency is showing you increased conversions,

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increased roas, decreased T C P A.

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If you spend more money, there should be more money in your bank account.

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And that's what MER tells and shows you.

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And that's why we want people to focus on meh.

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If you'd add in 25% more spend, you should be getting 25%, at least more revenue.

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It should be a one x growth, or at least there should be some growth.

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But you can't point to a different metric and say yes.

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But look at the likes in the comments and shares.

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Look at the top of funnel, look at the awareness.

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ROAS you wouldn't think is a vanity metric, but it becomes a vanity metric.

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'cause it's like, look, we took all these people that were gonna convert and

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we made them convert using Google ads.

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Right?

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Right.

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Exactly.

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that's what's interesting is first we're hammering Google metrics again

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because it's designed to steal, just like Facebook, just like P

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max, they're designed to steal.

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I don't mean they're malicious.

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What I mean is they are designed to take credit for everything they had a hand in,

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even if someone else had a hand in them.

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So let's look at some additional metrics.

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Now let's look at how do we trim the fat?

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How do we optimize this?

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Okay, great John.

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Thank you.

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But what do we do?

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Well, we have to look.

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Deep into the metrics.

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And we also have to look at where's their points of diminishing return.

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So there's probably a whole bunch of columns I'm gonna share here that people

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probably don't watch, probably don't look at, and I want to demystify them a bit,

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because if you're running YouTube, you should be looking at all of these metrics.

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Viewable, non viewable, measurable, non measurable, measurable, viewable,

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C T R versus non-viewable and distribution, the average watch

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time, even watch time in seconds.

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All this stuff here, view rate looks bad.

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It's not actually really, it's a different scenario.

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I'm gonna demystify all of these for people because if you're not looking at

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these metrics and looking at just roas and you're wondering why you can't scale,

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or when you scale the clients upset, even though your metrics look good, this is all

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of the information you have to look into.

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And first, I'm gonna start off with a tip.

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Go into your placements inside of your YouTube.

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Go into placements and add this as a negative placement.

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This is action item number one for anybody running YouTube, period.

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Google adsense_without_youtube.com.

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First thing you need to do, this is well known for probably half

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the people watching the other half.

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is a gold mine for you.

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If you're watching this on recording, it's a gold mine for you.

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This right here is gonna stop this from happening.

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Inside of settings.

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We all know that Google slash YouTube took away the ability for

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us to eliminate the video partners on this Google Display network.

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This is gonna mess up all of your metrics and fluff all of your, vanity

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metrics like impressions and views.

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It's gonna fluff it all and it's not gonna help you and you're gonna pay

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for it because you're paying by views.

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This is impression based spending, not click-based spending like

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Google Ads is everywhere else.

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But because Google said, you know what, I'm not gonna allow you

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to exclude the display network.

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I'm gonna show your ad on YouTube and then anything on our website I

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deem relevant because I'm Google.

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When did they do that, by the way?

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It's like six months ago.

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You know what's embarrassing?

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I was on a perpetual traffic interview with heck.

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And we were, we were live building a campaign.

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He was actually auditing our campaign.

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And then I asked him, I'm like, yeah, you know, do you ex

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exclude display network or not?

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And then he is like, well, you can't any longer.

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And that happened in front of 300,000 people effectively.

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So I need to stay up to date better because I didn't

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realize that they'd done that.

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Yeah.

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So, so you can't, but what's funny is you can't, if you exclude that as a placement

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exclusion, and then what happens is if you look at the, where ads showed in

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the content here the where ads showed, you'll see on the network display there's

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a bunch here that's still being shown.

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And that's because google counts youtube.com as a display channel.

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That's cool.

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I'm good with that.

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So watch this, this is says September 22.

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After we add the exclusion, I'll have to see the date range

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that we add the exclusion.

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Just YouTube.

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beautiful.

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Now, this is in March, I think, but we've got about eight 110 K in spend

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on other, that was the other bad part.

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So now we have, with YouTube and display, it's all YouTube.

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Now there is no display anymore, so we're on YouTube channels and YouTube sites.

Kasim: 00:14:01

That's quote unquote display.

Kasim: 00:14:02

So clean out the display traffic because it is very junky.

Kasim: 00:14:06

That's action item number one.

Kasim: 00:14:08

Action item number two.

Kasim: 00:14:09

If you're using conversions as your bidding strategy, and if

Kasim: 00:14:13

you're using conversions as to how to measure, I don't mean that

Kasim: 00:14:16

there's, you're measuring ancillary.

Kasim: 00:14:17

Don't mean you're measuring merr.

Kasim: 00:14:18

If you're still measuring conversions, you're gonna wanna go and exclude TVs.

Kasim: 00:14:22

What I mean by that is when you look at the devices, you're gonna exclude TVs.

Kasim: 00:14:26

Here, TVs are good, but if you're measuring by conversions

Kasim: 00:14:29

and you have a 25 second ad, people are just gonna let it run.

Kasim: 00:14:33

And they're not gonna click whether they like it or not.

Kasim: 00:14:35

They're not gonna run around and start to grab their clicker and be like,

Kasim: 00:14:37

oh my gosh, I gotta hit the button.

Kasim: 00:14:39

Otherwise, this advertiser's gonna be charged after 10 seconds.

Kasim: 00:14:42

No, but you're gonna pay for it, but you can't measure it because those people

Kasim: 00:14:45

are not filling out the conversions.

Kasim: 00:14:47

However, on this client, I have a really hard conversion.

Kasim: 00:14:50

It is very difficult to get a lead.

Kasim: 00:14:52

They have to take 12 minutes to convert.

Kasim: 00:14:54

They have to build an entire $25,000.

Kasim: 00:14:57

I can't tell you what it is 'cause it's gonna give it up, but it's

Kasim: 00:14:59

a piece of home furnishing that's 25, $30,000 and they have to

Kasim: 00:15:04

customize it with a bunch of things.

Kasim: 00:15:06

So it's a hard conversion.

Kasim: 00:15:08

You're not gonna get that on tv.

Kasim: 00:15:10

You can't do it off of a clicker.

Kasim: 00:15:11

And then at the end we ask you to fill out a form and then have

Kasim: 00:15:13

contact and then sales contact you.

Kasim: 00:15:15

It's a hard conversion.

Kasim: 00:15:16

Really hard.

Kasim: 00:15:17

P max worked a little while until we actually had

Kasim: 00:15:19

ClickFORMs going through that.

Kasim: 00:15:20

That was pretty amazing.

Kasim: 00:15:21

People ClickFORMs, were taking 12 minutes to convert all these things.

Kasim: 00:15:24

If you're measuring by conversion, make sure TV screens are excluded or

Kasim: 00:15:28

know that you're gonna pay for it, but you can't measure this solely.

Kasim: 00:15:31

This action item number two, action item number three.

Kasim: 00:15:34

Go into a scenario here.

Kasim: 00:15:36

Let's just call it last 30 days as an example, this is important.

Kasim: 00:15:40

This is especially important at scale, which is everyone's goal.

Kasim: 00:15:44

Everyone wants to scale.

Kasim: 00:15:46

if you don't, you're in the wrong channel.

Kasim: 00:15:48

But this is for scale.

Kasim: 00:15:50

you look at scale, Average impression, frequency per user is 2.6.

Kasim: 00:15:53

There are people yes, that see it more than five times.

Kasim: 00:15:56

I.

Kasim: 00:15:56

But on average, 7.7 million.

Kasim: 00:15:59

Watch once, 3.4 million.

Kasim: 00:16:01

Have seen it twice.

Kasim: 00:16:02

Now this impression, not view.

Kasim: 00:16:03

Impression, 7.7.

Kasim: 00:16:05

Saw it once.

Kasim: 00:16:06

3.4, saw it twice.

Kasim: 00:16:08

2.06.

Kasim: 00:16:09

Saw it three times, 1.4 million, saw four times and 984,000 saw five times.

Kasim: 00:16:14

Now, impression means two things.

Kasim: 00:16:17

One, an in-stream skippable is an impression.

Kasim: 00:16:20

Two, a YouTube search that shows your video ad or your

Kasim: 00:16:26

p l a is also an impression.

Kasim: 00:16:29

Is that technically YouTube discovery?

Kasim: 00:16:31

Yes.

Kasim: 00:16:32

Okay.

Kasim: 00:16:32

As part, it's part of the YouTube network though, unfortunately, what YouTube

Kasim: 00:16:35

did is they changed your video ad to a responsive video ad and now stuck it in

Kasim: 00:16:41

the YouTube search listings by default.

Kasim: 00:16:43

So know that if you're looking at impressions, you're not looking

Kasim: 00:16:46

at impressions as a people who watched an ad and didn't skip.

Kasim: 00:16:49

You're seeing image ads too.

Kasim: 00:16:51

Two.

Kasim: 00:16:51

What do we take from this?

Kasim: 00:16:52

We know that in a 30 day period, they see it an average of 2.4 times.

Kasim: 00:16:56

Good, that's fine.

Kasim: 00:16:57

2.6 in Forever Land.

Kasim: 00:17:00

Now we're using maximized conversions.

Kasim: 00:17:03

Again, you all know me, I'm a big proponent of always going

Kasim: 00:17:05

full bore measuring merr, never using an app, TCB and T ros.

Kasim: 00:17:09

But the byproduct of maximize conversions is at scale.

Kasim: 00:17:12

Google is gonna try to do two things.

Kasim: 00:17:13

One, show it to more users, but also show it to more users more frequently.

Kasim: 00:17:16

So that's gonna be a byproduct of that.

Kasim: 00:17:18

So what I usually will do is first, don't start your YouTube campaigns

Kasim: 00:17:23

with a impression frequency.

Kasim: 00:17:24

You don't know that if you know how many times it's gonna take for a person to

Kasim: 00:17:28

see an ad before they convert, I will hire you because you are a genius and

Kasim: 00:17:33

a psychic, but you don't know that.

Kasim: 00:17:34

So what this means is that first, gather the data.

Kasim: 00:17:37

Say, how many impressions on average does it take before a person converse,

Kasim: 00:17:40

but also my campaigns are healthy.

Kasim: 00:17:42

And then limit one after that.

Kasim: 00:17:44

On average, you saw that the people that are hitting five

Kasim: 00:17:47

is only like 12% of my total.

Kasim: 00:17:49

I'm limiting it now at four.

Kasim: 00:17:50

Why?

Kasim: 00:17:51

Well, I took this campaign from 300 day to 3000 per day, and when

Kasim: 00:17:55

I went from 300 a day to 3000 a day, you have an X and y axis.

Kasim: 00:17:59

I'm gonna turn off my, my screen share here.

Kasim: 00:18:00

You have an X and y axis.

Kasim: 00:18:02

X axis is ad spend.

Kasim: 00:18:03

Y axis is people with more ad spend.

Kasim: 00:18:05

Everyone assumes more people no maximize conversions.

Kasim: 00:18:08

More.

Kasim: 00:18:08

A spend means less people, more frequency.

Kasim: 00:18:10

So you're not gonna scale one to one.

Kasim: 00:18:13

There's a Z axi, right?

Kasim: 00:18:15

It turns sideways and there's a depth there that Google's

Kasim: 00:18:17

gonna have you pay for.

Kasim: 00:18:18

Why?

Kasim: 00:18:19

Well, one, they can get engaged view conversions when they can show

Kasim: 00:18:22

more ads to the same people more and more and just hope they buy.

Kasim: 00:18:24

But two, you're not gonna scale the same scenario.

Kasim: 00:18:27

You're scaling warm and cold now.

Kasim: 00:18:30

Locking it into a good, warm and cold funnel, meaning that I'm okay with

Kasim: 00:18:33

spending X on a first person knowing that in four days they will convert, or

Kasim: 00:18:37

in four impressions they will convert.

Kasim: 00:18:39

That's a good funnel for me.

Kasim: 00:18:40

I want more of that funnel.

Kasim: 00:18:41

I don't wanna mess up the funnel.

Kasim: 00:18:42

I don't wanna just start adding in more views of warm audiences that's gonna

Kasim: 00:18:45

hit a point of diminishing returns that scale your Mer iss gonna suffer.

Kasim: 00:18:48

So locking it into a four impression means that I'm taking the same exact

Kasim: 00:18:51

O that I know works with a healthy C P A and a healthy me, and a healthy

Kasim: 00:18:54

nac, and saying, I want 10 x of this.

Kasim: 00:18:57

I cap it here so that Google can't just start showing the impressions to 4, 5,

Kasim: 00:19:00

6, 7, 8, 12, 14 and turn into Facebook.

Kasim: 00:19:03

But now every dollar I put in, I get another person that's equally

Kasim: 00:19:07

in that funnel that I need, and that's why my scale looks perfect.

Kasim: 00:19:10

Mm-hmm.

Kasim: 00:19:11

Is there a way for you to segment by placement within YouTube?

Kasim: 00:19:15

Can you see the difference between what showed up in YouTube

Kasim: 00:19:17

discovery versus Instream?

Kasim: 00:19:19

You used to, I, we actually try to look at that earlier today.

Kasim: 00:19:22

Me and Caden both found it and we were studying it, and it was great.

Kasim: 00:19:24

You had a segment by network with search partners and it would say

Kasim: 00:19:27

YouTube and then YouTube search.

Kasim: 00:19:29

YouTube search was showing up like 10% of the time.

Kasim: 00:19:31

Sometimes I have not been able to get that scenario back.

Kasim: 00:19:33

That's interesting.

Kasim: 00:19:34

I, I remember the segmentation existed at one point, but even YouTube versus

Kasim: 00:19:38

YouTube search, YouTube standalone could mean instream, but could also mean

Kasim: 00:19:42

the recommendation tiles, the display.

Kasim: 00:19:45

here's why I'm asking, because I feel like placement in YouTube is

Kasim: 00:19:48

so critically important and not all placements are created equal, obviously.

Kasim: 00:19:52

And then our inability to direct placement puts us at YouTube's Mercy.

Kasim: 00:19:55

They're just gonna sell us the inventory they have, not necessarily

Kasim: 00:19:58

what's gonna work the best.

Kasim: 00:19:59

is there a way to force placement?

Kasim: 00:20:00

you can, but what you're doing is you're saying is two things.

Kasim: 00:20:03

I either know the area that the people are gonna be, And I

Kasim: 00:20:05

will, and that's the placements.

Kasim: 00:20:07

Or I let Google find them and I just get whatever placements I get at scale.

Kasim: 00:20:10

It's a little harder to lock into placements unless those audiences are huge

Kasim: 00:20:13

plentiful and that channel's also allowing ads on their site or on their channel.

Kasim: 00:20:17

So, but even if a video doesn't allow ads, Google Place ads on that video.

Kasim: 00:20:20

Technically, yeah, I've seen a lot less though.

Kasim: 00:20:22

Okay.

Kasim: 00:20:22

That was gonna be my question.

Kasim: 00:20:23

That seems to be tapered down.

Kasim: 00:20:25

Yeah.

Kasim: 00:20:25

I can't spend full daily budgets on it.

Kasim: 00:20:27

It was like one 10th of what I thought I could spend.

Kasim: 00:20:28

So it will show ads, but not every time.

Kasim: 00:20:30

The other part too I thought was interesting.

Kasim: 00:20:31

Google is allowing it to do that because if you're not using placements

Kasim: 00:20:34

and someone just happened to go on yours, on your channel, they'll show

Kasim: 00:20:36

an that to that person knowing, 'cause the right audience, wrong channel.

Kasim: 00:20:39

Mm-hmm.

Kasim: 00:20:39

I don't think that you'll be able to force placements on a channel that

Kasim: 00:20:41

doesn't have that monetization turned on.

Kasim: 00:20:43

Interesting.

Kasim: 00:20:43

that's what's really cool about this is if you're looking at scale

Kasim: 00:20:46

wherever they are, what I did is I developed a scenario that worked

Kasim: 00:20:48

well and then locked it in at scale.

Kasim: 00:20:50

The way you lock it in is not letting it go to display and not

Kasim: 00:20:53

oversharing the ads to the same people.

Kasim: 00:20:55

And then also not allowing it to take an engaged view conversion.

Kasim: 00:20:58

So stripping out those fattiness of, is it gonna show on an apping

Kasim: 00:21:03

kid game and a news channel more?

Kasim: 00:21:05

If you have maximized conversions on, yeah.

Kasim: 00:21:07

It doesn't care what the CPA A is, it'll hit it.

Kasim: 00:21:09

It's be like, Hey, your CPA triple, but I spent the money.

Kasim: 00:21:12

What'd you do?

Kasim: 00:21:12

I maximized conversions.

Kasim: 00:21:13

Well, how much more conversions did you get for three times to spend or more?

Kasim: 00:21:16

I maximized them.

Kasim: 00:21:17

It doesn't care.

Kasim: 00:21:18

So it will go crazy in different directions.

Kasim: 00:21:22

TV would overs show, display would overs, show impressions, would

Kasim: 00:21:25

overs show it's doing whatever, kinda maximize conversions.

Kasim: 00:21:27

allowing it to be stay aggressive, hacking off the points that

Kasim: 00:21:30

you know, that Google's gonna spend your money and scaling.

Kasim: 00:21:33

It gives you a real clean scale.

Kasim: 00:21:35

You ready to start taking some questions?

Kasim: 00:21:37

I got one last thing.

Kasim: 00:21:38

Ooh.

Kasim: 00:21:39

We're gonna demystify now some of the metrics that people look at.

Kasim: 00:21:43

this is what's crazy.

Kasim: 00:21:44

So check this out.

Kasim: 00:21:44

Right now I have two ad groups that are so close.

Kasim: 00:21:48

They're literally within 33 cents of each other.

Kasim: 00:21:49

Cost per conversions this last week.

Kasim: 00:21:51

They're great.

Kasim: 00:21:52

what we're looking at is 58, 60 conversions.

Kasim: 00:21:56

They're both at 1 59.

Kasim: 00:21:57

Good cost per views.

Kasim: 00:21:58

Good.

Kasim: 00:21:59

All right.

Kasim: 00:21:59

Now let's start into measuring what's actually good.

Kasim: 00:22:03

here's an area that Google's gonna screw you up.

Kasim: 00:22:04

See the interaction rate four and five 15.

Kasim: 00:22:07

Once triple the interaction rate, but the same basically cost per lead.

Kasim: 00:22:10

Same amount of leads and the same cost.

Kasim: 00:22:11

Like what's the difference?

Kasim: 00:22:12

Well, the interaction rate is not a click, Look at the clicks

Kasim: 00:22:16

and versus the interaction.

Kasim: 00:22:17

Interaction is a view.

Kasim: 00:22:19

Interaction is a, like an interaction is a share.

Kasim: 00:22:21

An interaction technically could be going to your YouTube channel and getting

Kasim: 00:22:25

an earned view because they looked at other videos on your YouTube channel.

Kasim: 00:22:27

Those are all interactions.

Kasim: 00:22:28

Those are indicative of intent.

Kasim: 00:22:32

You can see the impressions 3.1 million at 858,000.

Kasim: 00:22:35

Well, why am I spending more here and getting more sales if the

Kasim: 00:22:39

impressions are massively different?

Kasim: 00:22:42

This one's actually showing up a little bit more than I can see.

Kasim: 00:22:45

Instead of YouTube search results, which then jumps over to this metric

Kasim: 00:22:48

way over here called view rate.

Kasim: 00:22:50

View rate is not how often a person saw your ad.

Kasim: 00:22:53

That's watch rate.

Kasim: 00:22:54

View rate is what people are getting confused is if my ad shows

Kasim: 00:22:59

on YouTube search and YouTube Instream skippable, this is your

Kasim: 00:23:02

click through rate to a watch.

Kasim: 00:23:04

What that means is that if you do a YouTube search and your ad shows

Kasim: 00:23:08

up and people don't watch it 'cause they didn't click on it, your view

Kasim: 00:23:10

rate goes down even though nothing happened to your instream skippable.

Kasim: 00:23:13

Those are perfect.

Kasim: 00:23:14

So a view rate is measures a percent of people who watched your video

Kasim: 00:23:17

after they saw the video or thumbnail.

Kasim: 00:23:20

It equals the number of views your ads received divided by the

Kasim: 00:23:23

number of impressions, not Instream impressions, but all impressions

Kasim: 00:23:27

including thumbnail impressions for in feed, which just means homepage.

Kasim: 00:23:30

So view rate is for display, watch rate is for Instream.

Kasim: 00:23:34

Exactly.

Kasim: 00:23:34

So you see here, my views are a little bit down, a little bit here, but

Kasim: 00:23:37

nothing to the point of like the crazy under a million, above 3 million.

Kasim: 00:23:41

It's not, over three times better.

Kasim: 00:23:43

they flip flop a bit.

Kasim: 00:23:44

The converge rate's about the same.

Kasim: 00:23:45

I don't care about this.

Kasim: 00:23:46

This is just YouTube is showing my ad more in a search result and

Kasim: 00:23:51

it's not getting engagement there.

Kasim: 00:23:52

That's okay.

Kasim: 00:23:53

I'm not trying to, so don't base your metrics off of this and don't

Kasim: 00:23:56

base your metrics off of impressions.

Kasim: 00:23:57

Impressions are solely dependent upon, did Google stick you in the search results?

Kasim: 00:24:01

If they did, all of a sudden your view rate gets cut in half and

Kasim: 00:24:03

you're like, oh God, what's going on?

Kasim: 00:24:04

Nothing.

Kasim: 00:24:04

Let's look at watch time.

Kasim: 00:24:06

This is a great metric to watch, Watch time measures the total

Kasim: 00:24:08

amount of time that people watch your video ads in seconds.

Kasim: 00:24:11

I have 5 million seconds of watch ads, 1.9 million seconds of watch time here.

Kasim: 00:24:16

Also, by the way, these two audiences are very closely tied together.

Kasim: 00:24:19

I'm not competing against them.

Kasim: 00:24:20

I'm trying to just cover them, but if you're gonna measure them, that's

Kasim: 00:24:23

what that actually represents.

Kasim: 00:24:24

That's 7 million seconds in the last seven days of watch time.

Kasim: 00:24:27

Your ads are doing more than click attributed.

Kasim: 00:24:29

By the way, don't measure in-app roas, please.

Kasim: 00:24:31

For love of God, you're cutting yourself short.

Kasim: 00:24:32

7 million seconds is 116,000 minutes.

Kasim: 00:24:35

That's a lot.

Kasim: 00:24:36

I had to Google that.

Kasim: 00:24:37

Now here's the bad part.

Kasim: 00:24:39

Don't do this.

Kasim: 00:24:40

here's where you have to watch.

Kasim: 00:24:41

Do not say, wow, that gets a better average watch time per, per impression.

Kasim: 00:24:46

Wow.

Kasim: 00:24:47

They watched 25% of the ad more they're watching this one here,

Kasim: 00:24:50

but now they're watching this less.

Kasim: 00:24:51

what am I doing here?

Kasim: 00:24:52

what actions should I take?

Kasim: 00:24:54

Hmm.

Kasim: 00:24:54

Nothing.

Kasim: 00:24:55

Nothing yet.

Kasim: 00:24:56

Here's the reason why.

Kasim: 00:24:57

What does everyone want when their ad gets shown?

Kasim: 00:25:00

what are we all trying to do when our ad gets shown in YouTube?

Kasim: 00:25:03

What do we want the person to do?

Kasim: 00:25:04

Click.

Kasim: 00:25:05

Right?

Kasim: 00:25:06

Wouldn't that mean that I have less watch time out to 50 seconds and less

Kasim: 00:25:09

average watch time per impression and average less watch time.

Kasim: 00:25:11

They click more.

Kasim: 00:25:12

What a good point.

Kasim: 00:25:12

The watch time could actually be bad.

Kasim: 00:25:14

It's like they're not clicking, they're watching.

Kasim: 00:25:17

You're too interesting.

Kasim: 00:25:19

Well, that's what's so funny too, is like this one has 5 million wash time,

Kasim: 00:25:22

2 million in wash time, but we're 159 each, and I just have 12 more here.

Kasim: 00:25:26

That's not a difference.

Kasim: 00:25:27

Can I say something obnoxious?

Kasim: 00:25:28

Mm-hmm.

Kasim: 00:25:29

Mm-hmm.

Kasim: 00:25:29

This is tangential, but I think so important.

Kasim: 00:25:31

What did we spend to get this?

Kasim: 00:25:32

We spent what?

Kasim: 00:25:33

To get 7 million.

Kasim: 00:25:33

Oh, client I spent 20 grand this last week.

Kasim: 00:25:36

Yeah.

Kasim: 00:25:36

Okay.

Kasim: 00:25:37

So 7 million seconds is 2000 hours.

Kasim: 00:25:40

Basically 1,944.

Kasim: 00:25:42

2000 hours of high-end, high value brand placement.

Kasim: 00:25:48

'cause and here's the thing, if you're running just pure, display

Kasim: 00:25:51

ads, that's not the same thing as somebody watching a video.

Kasim: 00:25:55

Mm-hmm.

Kasim: 00:25:55

Like watching a video, they've potentially seen your face, heard your voice,

Kasim: 00:25:58

they've been exposed to your messaging.

Kasim: 00:25:59

obviously you're getting the result, but you're also getting for 20 grand,

Kasim: 00:26:02

2000 hours of like human life invested in your brand that at some point is

Kasim: 00:26:08

still available and accessible to you.

Kasim: 00:26:10

I know we're not supposed to bank on vanity metrics here as

Kasim: 00:26:13

a performance agency, but gosh, that feels so valuable to me.

Kasim: 00:26:17

Well that's the reason why we have clients that come to us and fill out

Kasim: 00:26:20

our form and says, I've been watching you guys for the last three months.

Kasim: 00:26:22

There's another brand that I think has been watching you heard

Kasim: 00:26:26

nothing YouTube land that's been watching us for a couple of years.

Kasim: 00:26:31

But you know, we're paying 10 bucks an hour basically for people's attention.

Kasim: 00:26:34

That's unbelievable.

Kasim: 00:26:35

$10 an hour.

Kasim: 00:26:36

That's, that's good.

Kasim: 00:26:37

Yeah.

Kasim: 00:26:37

That's good.

Kasim: 00:26:38

Especially they're interested.

Kasim: 00:26:39

Make a note for Jack to go edit.

Kasim: 00:26:42

The 38 people here are in the know.

Kasim: 00:26:43

that's the thing.

Kasim: 00:26:44

We have people that, big brands, little brands, they all reach out to us and

Kasim: 00:26:46

they're like, I love your content.

Kasim: 00:26:47

I'd love everything that you guys put out.

Kasim: 00:26:49

and then the sales process is just like, okay, sign here.

Kasim: 00:26:51

it's great because now we're working with people that know how we work

Kasim: 00:26:53

and we don't have to sell ourselves.

Kasim: 00:26:54

We've been selling ourselves for months on YouTube.

Kasim: 00:26:56

Did I have clients who get on sales calls now?

Kasim: 00:26:58

They're like, no, I understand Merr, I understand attribution.

Kasim: 00:27:00

And I'm like, you understand this way more than I do.

Kasim: 00:27:02

This is actually really dangerous.

Kasim: 00:27:04

It's good stuff.

Kasim: 00:27:05

So I wanted to demystify things of it.

Kasim: 00:27:07

When you're looking at cost per conversion, that's the end goal period.

Kasim: 00:27:09

Do not try to predict that one ad is much shorter with a high call

Kasim: 00:27:13

to action and one ad is a lot longer, that has more education.

Kasim: 00:27:16

You're gonna have more watch time on that one.

Kasim: 00:27:18

You're gonna have more clicks in there.

Kasim: 00:27:19

One.

Kasim: 00:27:20

These two are running two different strategies to two different audiences that

Kasim: 00:27:22

overlap a lot with two different messages based on the way we're finding them.

Kasim: 00:27:26

One's a competitor list of all of the people also along with contractor lists

Kasim: 00:27:30

because they do home improvement things.

Kasim: 00:27:31

And then the other one is just my targeting.

Kasim: 00:27:33

So it's like, are you interested in the targeting and are we looking at

Kasim: 00:27:35

contractors for home improvements because I have a home improvement

Kasim: 00:27:38

item I'd like to sell you.

Kasim: 00:27:39

Great.

Kasim: 00:27:39

I'm blanketing my audience, which is what I wanna do.

Kasim: 00:27:42

I'm not necessarily competing them because everyone knows, especially the

Kasim: 00:27:45

last thing that people need to take home.

Kasim: 00:27:47

You need to understand this is I have two ad groups.

Kasim: 00:27:50

I spent 10 grand on average a week.

Kasim: 00:27:53

In both those ad groups, a person in ad group A is also the

Kasim: 00:27:56

same person as in ad group b i.

Kasim: 00:27:57

Don't confuse the two.

Kasim: 00:27:59

The overlap rate's like 70%.

Kasim: 00:28:01

It is ridiculous because my one campaign, some max, my conversions has two different

Kasim: 00:28:06

audiences that are fairly similar.

Kasim: 00:28:08

So they're just gonna overlap.

Kasim: 00:28:09

If I kill one, the other one's gonna die.

Kasim: 00:28:11

'cause all I did is just cut my impressions in half.

Kasim: 00:28:13

Mm-hmm.

Kasim: 00:28:13

know that the overlap rate is so strong that your ad group separation

Kasim: 00:28:16

by targeting is not indicative of actual separation of users.

Kasim: 00:28:20

So when you're talking about optimization and measurement, know

Kasim: 00:28:22

that those are gonna be overlapping.

Kasim: 00:28:23

So try to double down on what you see works.

Kasim: 00:28:25

Do not try to make one versus the other one better.

Kasim: 00:28:28

You will never know the overlap rate.

Kasim: 00:28:30

Just know that it's there.

Kasim: 00:28:31

And the overlap rate is how bad did your campaign tank when you

Kasim: 00:28:34

try to turn off the bad one.

Kasim: 00:28:35

You ready to do questions?

Kasim: 00:28:36

Ah, let's do q and a.

Kasim: 00:28:37

You wanna know why I'm eager for q and a?

Kasim: 00:28:39

Because I have a job at q and a.

Kasim: 00:28:41

Yeah, I get to read the questions which people can do for

Kasim: 00:28:43

themselves, but I'm gonna do it.

Kasim: 00:28:44

We've got John says 2,500 conversions using max clicks with no limits.

Kasim: 00:28:50

I switched to max conversions with 1% to, you realize, would it work better?

Kasim: 00:28:52

I wonder?

Kasim: 00:28:53

Well, it's interesting.

Kasim: 00:28:54

What campaign type are you using?

Kasim: 00:28:57

See if you're allowed to use max clicks and max conversions, that's not shopping.

Kasim: 00:29:00

can't use max conversions in shopping and that's not gonna be pax.

Kasim: 00:29:03

It's gotta be a search campaign, I would imagine.

Kasim: 00:29:05

So if so, no max conversions with a 1% t r is not gonna help.

Kasim: 00:29:10

I think max clicks actually seems to be working better for you because

Kasim: 00:29:13

you're looking like you're scaling on volume because you measured it in

Kasim: 00:29:17

the question by 2,500 conversions, which means not c p a, not roas.

Kasim: 00:29:21

If you're measuring volume, I would actually stand by clicks if you needed

Kasim: 00:29:24

to drop C P A or if you needed to massage, like, this is my MER is bad.

Kasim: 00:29:27

I have a ton of leads maybe, but very little sales.

Kasim: 00:29:31

We gotta measure something different.

Kasim: 00:29:32

It's not bidding strategy related.

Kasim: 00:29:33

It would be lead quality.

Kasim: 00:29:35

That would be keywords, it'd be offline importation of conversion actions.

Kasim: 00:29:38

Then measure based on what those clicks that are coming from and if they're

Kasim: 00:29:41

actually delivering you quality leads.

Kasim: 00:29:44

So you didn't use any.

Kasim: 00:29:45

Mm, conversion based questions here.

Kasim: 00:29:48

So I'm thinking this is a search campaign for lead generation, Joan.

Kasim: 00:29:50

Lemme know if I'm wrong.

Kasim: 00:29:51

But that'd be my recommendation.

Kasim: 00:29:52

I actually keep it on.

Kasim: 00:29:53

Max clicks max clicks well optimized.

Kasim: 00:29:55

Great.

Kasim: 00:29:56

It looks like you're going after volume.

Kasim: 00:29:57

It's doing a great job at that.

Kasim: 00:29:58

So, in Tutu.

Kasim: 00:30:00

Hi John.

Kasim: 00:30:00

What's the easiest?

Kasim: 00:30:01

You can see this.

Kasim: 00:30:02

What is the easiest way to prove that Google data is not true?

Kasim: 00:30:04

Always compared to Google Data.

Kasim: 00:30:06

Hope not to say because AI said so.

Kasim: 00:30:08

No, I'll give you a big use case.

Kasim: 00:30:11

Costume.

Kasim: 00:30:12

You look like it dropped off.

Kasim: 00:30:12

No, I, I'm still here.

Kasim: 00:30:14

Restream has the ability for me to take my face out.

Kasim: 00:30:16

Oh.

Kasim: 00:30:16

And I wanna use these as reels.

Kasim: 00:30:18

Yeah.

Kasim: 00:30:18

See, but that's, so like, if we're using this as a reel, it's just

Kasim: 00:30:21

gonna be like one idiot sitting there listening to the other guy talk.

Kasim: 00:30:24

So that idiot should just be gone while the, the guy's talking, right?

Kasim: 00:30:27

Yep, that works.

Kasim: 00:30:29

I'll share with them a quick use case.

Kasim: 00:30:31

This use case is actually, important for me to share because we had a

Kasim: 00:30:36

client that has a C M O come in and essentially said, Hey, I measure in-app.

Kasim: 00:30:41

And I said, I don't, think that's a good idea.

Kasim: 00:30:43

And I gave all the reasons as to what Joe Muir question would be.

Kasim: 00:30:47

And I said, here's all the reasons why.

Kasim: 00:30:49

Is because what you can't measure is gonna hurt.

Kasim: 00:30:51

It's gonna hurt the client, it's gonna look good in Google.

Kasim: 00:30:53

My job is not to make myself look good as to make the client win.

Kasim: 00:30:56

And he believed that if the Google looked good, the client won.

Kasim: 00:30:58

the core values that I bring to the table as a Google ad

Kasim: 00:31:02

specialist contradict Google.

Kasim: 00:31:04

The other person did, believed Google very much.

Kasim: 00:31:07

And on the 15th I said, you know what?

Kasim: 00:31:08

Let's give this a month.

Kasim: 00:31:09

But I'm gonna bow out.

Kasim: 00:31:10

I'm gonna stop touching the campaigns.

Kasim: 00:31:12

Mr.

Kasim: 00:31:12

Cmo, you make all the changes that you would like and we will simply measure

Kasim: 00:31:16

later on if this was a good idea or not.

Kasim: 00:31:18

I said, I do not wanna be a part of it.

Kasim: 00:31:20

'cause my strong belief is that the client's gonna be hurt.

Kasim: 00:31:23

And because we have a difference of opinion, I don't want there to

Kasim: 00:31:26

be a time period where we look back and said solutions they could make

Kasim: 00:31:30

this work because we try to make it work because I agreed to go along

Kasim: 00:31:34

with something I disagreed with.

Kasim: 00:31:35

So what I mean by that is, here's a small last two weeks window on the 15th

Kasim: 00:31:39

of this time period is when I bowed out and let the C M O take over and the C

Kasim: 00:31:44

M O took over and said, Hey, I disagree that a 40% T ROAS is actually working.

Kasim: 00:31:49

If you're hitting your target, why not increase?

Kasim: 00:31:50

And I said, well, if you increase the T rows, all you're gonna do

Kasim: 00:31:54

is hurt the backend, but you're gonna make Google look a little bit

Kasim: 00:31:56

better, even on standard shopping.

Kasim: 00:31:58

we had this thing go from 40% T rows all the way up to 140%.

Kasim: 00:32:02

It was a big increase.

Kasim: 00:32:03

And in that time period, the only thing that happened was

Kasim: 00:32:06

we had a 5% increase in cost.

Kasim: 00:32:08

Our cost per conversion went up 6%.

Kasim: 00:32:10

Our conversions dropped by one.

Kasim: 00:32:11

So we actually lost a little bit of conversions for more cost.

Kasim: 00:32:14

And the RO has dipped by 1% and the conversions lost year.

Kasim: 00:32:17

I mean, basically nothing happened.

Kasim: 00:32:18

The C P A went up, but what ended up happening also is

Kasim: 00:32:20

the brand started to tank.

Kasim: 00:32:21

Mm-hmm.

Kasim: 00:32:21

The return traffic through the brand started to go down and now that the

Kasim: 00:32:24

client actually can't spend $200 a day, that was, that was made there.

Kasim: 00:32:27

And actually on the 25th, it's only spending now 348 a week.

Kasim: 00:32:31

So brand is tanking because your standard chopping campaign got a

Kasim: 00:32:34

little tighter, but all the stuff you couldn't see and you couldn't track and

Kasim: 00:32:37

couldn't measure, it's not coming back.

Kasim: 00:32:38

And your brand campaign, because you decided to crank up the restrictions

Kasim: 00:32:41

to try to make standard chopping campaign look a little bit better.

Kasim: 00:32:44

then the competitor, he goes, Hey, I want a six x the competitor.

Kasim: 00:32:46

I'm like, please, for loving God.

Kasim: 00:32:47

Don't it's not gonna do that.

Kasim: 00:32:49

So it cranked up 200% and we got 14% more conversion value.

Kasim: 00:32:52

So long story short, all the changes that happened in the campaign

Kasim: 00:32:55

of the campaigns are active.

Kasim: 00:32:56

13% more spend.

Kasim: 00:32:57

15% less conversions and 35% higher cost per conversion by cranking up

Kasim: 00:33:02

the T rows and T C E P A and trying to make Google look a little bit better.

Kasim: 00:33:05

Meanwhile, the back end of the client is tanking.

Kasim: 00:33:08

Everything's down, and the only thing that are down is

Kasim: 00:33:10

direct, which you can't measure.

Kasim: 00:33:11

But also search.

Kasim: 00:33:13

They're spending more on social, they're getting more, everything else

Kasim: 00:33:15

looking good, but the unknowns that they can't measure such as direct

Kasim: 00:33:18

is now down, which is the largest thing because I was running standard

Kasim: 00:33:21

chopping, but that is now tanking.

Kasim: 00:33:22

Unfortunately, no one will believe you until this happens.

Kasim: 00:33:26

So Google ads looks a little bit worse.

Kasim: 00:33:28

this area here, which is our biggest area, looks a little bit worse even

Kasim: 00:33:31

though they're spending a whole bunch more money on, on social.

Kasim: 00:33:33

What I was doing instead of search was so immeasurable that.

Kasim: 00:33:37

Even a 40% T row is getting one 40.

Kasim: 00:33:39

I'm like, that's the best we're gonna get.

Kasim: 00:33:40

That's all we can track.

Kasim: 00:33:41

I know there's more, but we can't track anymore.

Kasim: 00:33:42

If you try to tighten up the restriction, the backend is gonna stop going after

Kasim: 00:33:46

more exploratory audiences that we're doing good, that we can't measure.

Kasim: 00:33:49

It's just gonna wipe those out.

Kasim: 00:33:50

Google Ads is gonna focus on what they know works means you can't

Kasim: 00:33:53

scale, you're not gonna be able to get actually the backend return

Kasim: 00:33:57

direct traffic that you can't measure.

Kasim: 00:33:58

Google ADSD might look a little bit better, but the client is going to lose.

Kasim: 00:34:01

And that's why I bowed out because I love the client.

Kasim: 00:34:04

I disagree with the cmo, so I said, Hey, I'll just take a step back,

Kasim: 00:34:06

let you do whatever you'd like.

Kasim: 00:34:08

I just don't want be any part of it.

Kasim: 00:34:10

You think that client's coming back?

Kasim: 00:34:12

I think so, but yeah, what's bad too, is I can see the CMO still cranking

Kasim: 00:34:16

up the budgets and , it's not even hitting daily spends now, which

Kasim: 00:34:18

is what I told him that happened.

Kasim: 00:34:19

He said, I don't believe you.

Kasim: 00:34:20

I sent over 10 use cases.

Kasim: 00:34:22

He said, I still wanna do it anyway.

Kasim: 00:34:23

I just said, Hey.

Kasim: 00:34:24

Have at it.

Kasim: 00:34:24

So we're taking a month off the client's like, I don't wanna burn a bridge

Kasim: 00:34:27

with the US said no burden bridges, I just want to have a rock solid alibi.

Kasim: 00:34:30

That said, I never touched anything during this test.

Kasim: 00:34:32

Yeah, dude.

Kasim: 00:34:33

What is it When the general on the battlefield wants to step

Kasim: 00:34:35

down and start telling like the mortarmen how to fire the mortars.

Kasim: 00:34:39

If you're actually a C M O, you should be big picture strategy.

Kasim: 00:34:42

You shouldn't be like, oh, I know how to press these buttons better than you do.

Kasim: 00:34:44

that was the thing too is like, I get it.

Kasim: 00:34:46

if you don't know the loss of attribution and the pushing of performance max

Kasim: 00:34:50

and the purposeful decay and I can't convince you after 10 use cases and you

Kasim: 00:34:54

still say no, I dunno what else to do.

Kasim: 00:34:56

that's why I was like, Hey, I'll hang back and I said I'll be here whenever you need.

Kasim: 00:34:59

If you have any questions, I will be here.

Kasim: 00:35:01

She's not panning out yet, that's a good answer to your, how do we know?

Kasim: 00:35:05

Send 'em this video.

Kasim: 00:35:07

Next up from Joan, how do I use customer match lists?

Kasim: 00:35:10

Google just allowed me to do it.

Kasim: 00:35:11

Does it improve performance drastically?

Kasim: 00:35:14

No.

Kasim: 00:35:14

Well, I mean, what are you gonna do with the customer match list?

Kasim: 00:35:17

If you're gonna go after existing customers, up to you.

Kasim: 00:35:19

If you're using 'em as lookalike audiences, you can't use that

Kasim: 00:35:21

anymore to similar audiences.

Kasim: 00:35:22

So they just call 'em optimized audiences now.

Kasim: 00:35:25

I don't use customer match list for anything else but exclusions.

Kasim: 00:35:28

That makes sense.

Kasim: 00:35:28

We focus on pure nacac, yes, it can drastically improve

Kasim: 00:35:31

performance if you block all them.

Kasim: 00:35:34

That's so funny.

Kasim: 00:35:35

That's actually, dude, that's good advice.

Kasim: 00:35:36

Exclude 'em.

Kasim: 00:35:37

Jannik.

Kasim: 00:35:37

Hey guys.

Kasim: 00:35:38

Imagine a scenario where you get a new successful account that's open to running

Kasim: 00:35:41

anything but never tried YouTube, let's say a hundred thousand budgets a month.

Kasim: 00:35:45

How much would you allocate to YouTube roughly?

Kasim: 00:35:47

I.

Kasim: 00:35:47

I don't know that scenario.

Kasim: 00:35:48

We have to look at omnichannel marketing.

Kasim: 00:35:50

How much are they spending?

Kasim: 00:35:51

We have to look at the goals.

Kasim: 00:35:52

What are they focused on?

Kasim: 00:35:53

If they're focused on MER or nac, two way different things.

Kasim: 00:35:57

Because if they're focused on mer, no, YouTube, MER is just steady.

Kasim: 00:36:01

If they need to scale, they have to look at nac.

Kasim: 00:36:04

And if they're looking to scale at nac, then yes, YouTube.

Kasim: 00:36:06

And depending about the industry, maybe about 10 to 15,000 of

Kasim: 00:36:09

that a hundred thousand dollars.

Kasim: 00:36:10

If they're looking to scale nac, well not the amount of it, but scale more

Kasim: 00:36:13

new customers, I guess I would say.

Kasim: 00:36:14

depending upon the goal and depending upon the existing situation.

Kasim: 00:36:18

And how much does a client also look at ROAS versus mer?

Kasim: 00:36:21

Because if you ever run YouTube and the clients RO as only focus, you will

Kasim: 00:36:24

lose a hundred percent of the time.

Kasim: 00:36:26

never gonna win.

Kasim: 00:36:27

You're never gonna beat search and shopping from YouTube clicks.

Kasim: 00:36:30

But if they take a step back and say, here's omnichannel.

Kasim: 00:36:33

MER and YouTube.

Kasim: 00:36:34

Remember last, it was like two weeks ago when I did hammock

Kasim: 00:36:36

case study and we scaled at 2.0 Facebook merr we scaled at three x.

Kasim: 00:36:41

I just said, yeah, but I don't remember that I lied, right?

Kasim: 00:36:44

And the MER got better.

Kasim: 00:36:49

this is the case study here.

Kasim: 00:36:50

it'll take me two seconds here.

Kasim: 00:36:51

This is the funny part.

Kasim: 00:36:53

If you're looking at MER or looking at roas, I guess I should say, if you're

Kasim: 00:36:55

looking at inep roas, no one is going to think that you're smart by doing this.

Kasim: 00:37:01

We're looking at April 15th to May 15th.

Kasim: 00:37:03

If you look here, oh.

Kasim: 00:37:05

Nope, there's doing the one more before that.

Kasim: 00:37:07

Let's do this yeah, March 15th to April 15th.

Kasim: 00:37:09

If you look at the scenario and say, wow.

Kasim: 00:37:11

Google ads spending 43, Facebook spending seven.

Kasim: 00:37:14

You get a four, they get a one.

Kasim: 00:37:16

They thought I was crazy when they said, crank that up higher

Kasim: 00:37:18

than Google will do better.

Kasim: 00:37:20

Everyone looked at me like I'm stupid.

Kasim: 00:37:21

But you'll look at 43,000 and 7,000 and watch this.

Kasim: 00:37:25

So just look at this.

Kasim: 00:37:26

remember these numbers six, top line 43 7.

Kasim: 00:37:29

look at the last 28 days.

Kasim: 00:37:30

Seven.

Kasim: 00:37:31

Top line F six went to 56 and Google has stayed the same.

Kasim: 00:37:35

our two went to three.

Kasim: 00:37:37

My Google went from seven to eight.

Kasim: 00:37:38

Our top line actually raised, we were able to put 67% more spend for 40% more

Kasim: 00:37:42

revenue and scaled really well because we took a one x click attributed network

Kasim: 00:37:46

and scaled it because I knew there was more view attribution that I can't

Kasim: 00:37:49

count what happens when people view an ad view and have view ad the Google the

Kasim: 00:37:51

brand name and look at Google has 20 to spend 7% more to make 30% more revenue.

Kasim: 00:37:55

you're nutty Rainman.

Kasim: 00:37:57

How would somebody else know that?

Kasim: 00:37:59

Well, you don't.

Kasim: 00:38:00

What do you do is you say, if we're gonna test YouTube, what is our baseline mer?

Kasim: 00:38:04

What is our goal?

Kasim: 00:38:04

Mer?

Kasim: 00:38:05

If I add YouTube and after two weeks what happens?

Kasim: 00:38:07

We start to measure.

Kasim: 00:38:09

If I put in that crank up that Aspen Merh should hold tight, but

Kasim: 00:38:12

we should see revenue crank up.

Kasim: 00:38:13

That's the only thing.

Kasim: 00:38:13

It just spend, well, two weeks is arbitrary, right?

Kasim: 00:38:15

It depends on the sales cycle, the product.

Kasim: 00:38:17

Well, I was saying after two weeks, you start to measure, okay?

Kasim: 00:38:20

Soren two.

Kasim: 00:38:21

Two.

Kasim: 00:38:22

How can we prove that PMM Max audiences don't mean anything?

Kasim: 00:38:24

Here's what's funny about Soren's questions.

Kasim: 00:38:26

I feel like he's playing Google ads, drinking games,

Kasim: 00:38:28

and losing, and now he's help

Kasim: 00:38:35

You can only really use Nor Beam.

Kasim: 00:38:37

Honestly, that's the only way.

Kasim: 00:38:38

Unless you have a way to measure a new versus returning

Kasim: 00:38:41

click, you can't prove it.

Kasim: 00:38:42

not in Google anyway.

Kasim: 00:38:43

You can scale it and Google will simply just take away from other channels.

Kasim: 00:38:47

It's the same thing like Performance Max.

Kasim: 00:38:49

I put 7% more budget, got 30% more revenue.

Kasim: 00:38:53

And even Nor Beam showed that I made 17% more sales.

Kasim: 00:38:57

I didn't press a button, I didn't do anything.

Kasim: 00:38:58

I didn't touch the campaigns.

Kasim: 00:38:59

It just made 30% more revenue because I told a client, if you

Kasim: 00:39:02

scale Facebook, Google's gonna look better and I have 84 asset groups

Kasim: 00:39:06

all pure cold in that campaign.

Kasim: 00:39:08

84 cold p max asset groups, and I think just gained 30% more revenue.

Kasim: 00:39:13

It's all fake.

Kasim: 00:39:14

Dave Fogle, I found some YouTube shorts at Target matching tops

Kasim: 00:39:18

also, it's not even a dad joke.

Kasim: 00:39:20

That's like a granddad joke.

Kasim: 00:39:22

my Fever Brain chuckled Jordan new accounts standard shopping campaigns.

Kasim: 00:39:26

What would the ideal starting bidding strategy?

Kasim: 00:39:28

I'm using max conversion value with enhanced C P C waiting for more data.

Kasim: 00:39:31

T Row has a 20% jannik.

Kasim: 00:39:33

As you can see, I haven't run a lot of YouTube from the questions, but is

Kasim: 00:39:36

there a way to target audiences for YouTube, or does it always optimize?

Kasim: 00:39:38

Targeting expands the audience you give to Google.

Kasim: 00:39:41

it won't necessarily always expand, but it will expand inside the audience.

Kasim: 00:39:45

So turn off optimized targeting in one campaign.

Kasim: 00:39:48

If you wanna test optimized targeting, test optimized targeting in a separate

Kasim: 00:39:51

campaign, because optimized targeting means it gets to go wherever.

Kasim: 00:39:53

Want warm, cold exists, it doesn't matter.

Kasim: 00:39:55

It's just gonna go wherever we want.

Kasim: 00:39:56

So sometimes those look a little bit better.

Kasim: 00:39:58

But if you look at the insights tab in a YouTube optimized campaign,

Kasim: 00:40:00

sometimes you'll see cold traffic audiences that then you can use inside

Kasim: 00:40:04

your YouTube campaigns because YouTube with optimized targeting turn on,

Kasim: 00:40:07

will still give you audience insights.

Kasim: 00:40:08

So here's my plan.

Kasim: 00:40:09

Run a YouTube with optimized targeting.

Kasim: 00:40:11

Only turn on first.

Kasim: 00:40:12

Then you're gonna have probably pretty good performance, which saves you

Kasim: 00:40:15

from getting berated from your client.

Kasim: 00:40:17

Just know it's gonna be half warm, half cold.

Kasim: 00:40:18

And then look inside the insights tab, you'll see that these are five

Kasim: 00:40:20

audiences that look to be good.

Kasim: 00:40:22

Take those five audiences, stick them in a targeting campaign of those five

Kasim: 00:40:25

audiences with optimized targeting turned off, and now you're hitting the targets

Kasim: 00:40:29

that optimize targeting found, which is the core audience, even though it was

Kasim: 00:40:33

intertwined with the warm audiences.

Kasim: 00:40:35

You know what's sad to think about?

Kasim: 00:40:36

Dude, I, I think we would make more money and be more successful as

Kasim: 00:40:39

an agency if we just used YouTube and or Google in app metrics.

Kasim: 00:40:44

if we bought the lie and just said, yeah, RO is up.

Kasim: 00:40:48

I think you'd get more client.

Kasim: 00:40:49

'cause it's so hard for people to know and to tell.

Kasim: 00:40:51

Well, I don't understand the scenario that just happened, but

Kasim: 00:40:53

I was like, Hey, allowed myself to bow out because I neglected

Kasim: 00:40:58

to make myself look good in apps.

Kasim: 00:41:00

Right?

Kasim: 00:41:01

Like why would someone do that?

Kasim: 00:41:02

like, sure, I'll turn on p max.

Kasim: 00:41:04

Capture a bunch of brand.

Kasim: 00:41:05

You're already spending five times as much of Facebook.

Kasim: 00:41:07

We have 500 clients.

Kasim: 00:41:08

Client first.

Kasim: 00:41:08

Dude, you know what happened though?

Kasim: 00:41:09

Then that client first came to us a year and a half ago.

Kasim: 00:41:11

He was running five PMM max campaigns.

Kasim: 00:41:12

And I said, don't take me on, pause Pax, you'll be fine.

Kasim: 00:41:16

And then he paused Pax and was fine for three months and came

Kasim: 00:41:18

back and said, you know what?

Kasim: 00:41:19

I'd actually rather give it a shot.

Kasim: 00:41:20

I said, cool.

Kasim: 00:41:21

So we took him on saying, this is gonna be speculative.

Kasim: 00:41:23

You're not a Google Ads company.

Kasim: 00:41:25

This is gonna be hard.

Kasim: 00:41:26

You have a unique wizzy wig that no one's ever heard of before.

Kasim: 00:41:28

It's similar into content pivots.

Kasim: 00:41:30

So we started YouTube and we started shopping.

Kasim: 00:41:32

Shopping was doing good, YouTube was doing good, but to not a good

Kasim: 00:41:35

roas, but we measure backend.

Kasim: 00:41:37

That's when the CMO said, well these metrics in app look terrible.

Kasim: 00:41:40

I'm like, I know on purpose.

Kasim: 00:41:41

And that's where we disagreed.

Kasim: 00:41:42

What's sad about this is we're the ones that convinced the

Kasim: 00:41:44

world to use Performance Max.

Kasim: 00:41:45

Yeah, I know, right?

Kasim: 00:41:46

But we're also vindicating ourselves.

Kasim: 00:41:49

'cause we're like, wait.

Kasim: 00:41:50

People, we found the rules well used to work and now it doesn't.

Kasim: 00:41:53

We us How do you differentiate between organic and paid sales?

Kasim: 00:41:55

And Shopify can't.

Kasim: 00:41:57

Oh, unfortunately you can't.

Kasim: 00:41:58

Joan, what what would consider as a negative keyword the criteria that

Kasim: 00:42:01

would consider negative keywords?

Kasim: 00:42:02

Standard shopping can do negative keywords.

Kasim: 00:42:04

Actually, let me, I'm sorry, I'm, I'm thinking again.

Kasim: 00:42:07

For will lead, what was that other question?

Kasim: 00:42:08

How do you differentiate between organic and paid sales and Shopify

Kasim: 00:42:10

Organic and paid you can't really, I mean, the only way is u t M, but do you

Kasim: 00:42:14

have a 40% decay in u t m parameters?

Kasim: 00:42:16

you have directional, but you're not gonna be a hundred percent.

Kasim: 00:42:19

Okay.

Kasim: 00:42:19

Sorry, Joan asking for advice on negative keywords in standard shopping.

Kasim: 00:42:22

What would consider as a negative keyword, the criteria that would give,

Kasim: 00:42:25

consider a negative keyword because you're not gonna be able to measure

Kasim: 00:42:28

in-app performance of standard shopping because Google is gonna steal it.

Kasim: 00:42:31

And for anything else like P max or just not counting it at all.

Kasim: 00:42:33

And even Shopify, I saw it an unknown conversion action like it was saying, we

Kasim: 00:42:36

don't know how this person bought from us.

Kasim: 00:42:38

Even Shopify's like, I can't see it.

Kasim: 00:42:39

So I think that Google is actually pushing it down.

Kasim: 00:42:41

'cause even Shopify can't see my standard shopping conversions.

Kasim: 00:42:44

I just know it's there because when I crank it up, everything goes better.

Kasim: 00:42:46

My opinion is because standard shopping goes so broad and so wide, exclude

Kasim: 00:42:52

anything that you, common sense would say that's not good because you're

Kasim: 00:42:56

gonna spend the rest of the money on the other ones that you didn't.

Kasim: 00:42:58

I said, you know what, I like those better.

Kasim: 00:43:00

And then measure Merr unfortunately or get nor Beam and try to measure first click

Kasim: 00:43:04

versus last click as much as possible.

Kasim: 00:43:06

Yan Slotnik called out Dave Fogle for not watching the Ultimate

Kasim: 00:43:08

Guide to Google Ads Part four.

Kasim: 00:43:09

aren't we supposed to shoot a part five or six?

Kasim: 00:43:11

I don't think we finished the Ultimate Guide to Google Ads.

Kasim: 00:43:14

I don't remember.

Kasim: 00:43:14

I don't remember either.

Kasim: 00:43:15

See, this is what happens.

Kasim: 00:43:16

People, when you get what you pay for, it's a little messy.

Kasim: 00:43:21

It's somewhere I'll, we'll figure it out.

Kasim: 00:43:22

Sorry, y'all Dave, go watch that.

Kasim: 00:43:24

Emmanuel Philippe, I target different keywords in p max and search campaigns

Kasim: 00:43:28

to reduce overlap with targeting the same keywords, increased cost.

Kasim: 00:43:31

So I actually don't use Performance Max kind of anymore.

Kasim: 00:43:35

And then in my campaigns, because they're focused on n Hold on in fairness though,

Kasim: 00:43:39

just so everybody knows, test them daily.

Kasim: 00:43:42

Is that a fair statement?

Kasim: 00:43:43

I test them.

Kasim: 00:43:44

Yeah.

Kasim: 00:43:44

well it's funny is I run a feet only as much as I can.

Kasim: 00:43:48

With no signal and signals mean.

Kasim: 00:43:50

But it's an important distinction.

Kasim: 00:43:51

You're not saying I don't use Performance Max, so I don't know.

Kasim: 00:43:54

You're saying I have tried to use Performance Max over and over and over and

Kasim: 00:43:57

over and over again and it's not working.

Kasim: 00:43:59

Yeah.

Kasim: 00:43:59

I'll give you a good scenario here.

Kasim: 00:44:01

here's what I would say is I use a feed only with no insights.

Kasim: 00:44:04

I never use any insights 'cause I leverage Performance Max

Kasim: 00:44:07

to go after what I give it.

Kasim: 00:44:09

So I use the insights as in my other campaign.

Kasim: 00:44:12

So in your specific example, performance Max will go after the quality search

Kasim: 00:44:17

terms from your search campaign.

Kasim: 00:44:19

Whether you add it to Performance Max or not.

Kasim: 00:44:21

The Performance Max will overtake anything else.

Kasim: 00:44:25

That's what it's designed to do.

Kasim: 00:44:27

So give it a different campaign for it to overtake.

Kasim: 00:44:30

That will be stronger than any signal that you give P max.

Kasim: 00:44:33

That'll work.

Kasim: 00:44:34

We got all the way through the ultimate guide, part five, and I'll

Kasim: 00:44:37

see if there's, did we end with a promise to do a part six also?

Kasim: 00:44:41

These comments are amazing, dude.

Kasim: 00:44:42

Oh, really?

Kasim: 00:44:43

Yeah.

Kasim: 00:44:43

Nice.

Kasim: 00:44:44

I can keep going on here too.

Kasim: 00:44:45

All right.

Kasim: 00:44:46

Separate asset groups based on product or audience for Performance Max.

Kasim: 00:44:50

I know we just kind of said we don't use Performance Max.

Kasim: 00:44:52

let me share with you the mess up here.

Kasim: 00:44:54

I'm gonna do a whole live on this because here's what I wanna

Kasim: 00:44:58

demystify for everyone too.

Kasim: 00:45:00

How p max asset groups and signals don't matter now.

Kasim: 00:45:02

And Google even gave us a tool to prove it, and no one has seen it.

Kasim: 00:45:06

And no one uses it.

Kasim: 00:45:07

It's mind boggling to me that I see a lot of these people on LinkedIn that are not

Kasim: 00:45:12

screaming from the mountaintops on this.

Kasim: 00:45:14

let me give you a, a, quick scenario.

Kasim: 00:45:15

The 36 people out there, this is gonna be a goldmine for you to pierce

Kasim: 00:45:18

through how bss it's the assets and the signals are, for example, that

Kasim: 00:45:23

campaign that I just shared with you is getting $55 a conversion.

Kasim: 00:45:27

It's costing in the last two, let me do this last 14 days here.

Kasim: 00:45:31

It's costing.

Kasim: 00:45:32

Last two weeks I spent 13 grand and made myself a.

Kasim: 00:45:37

138 grand.

Kasim: 00:45:38

Wow.

Kasim: 00:45:38

So fantastic.

Kasim: 00:45:39

And then it says, Hey guys, did you know that we actually have now the asset

Kasim: 00:45:44

groups tables where you can now see what asset groups are performing well?

Kasim: 00:45:49

And I'm like, holy crap.

Kasim: 00:45:50

And the internet blew up and everyone's like, whoa.

Kasim: 00:45:52

I finally get to optimize my asset groups.

Kasim: 00:45:54

And I'm like, okay, wait a minute.

Kasim: 00:45:55

So you're telling me that I have 53 conversions and $33 of conversion,

Kasim: 00:45:58

and I made $24,000 in conversion value with a 14 x return in my

Kasim: 00:46:03

in-market office supplies asset group.

Kasim: 00:46:06

That is fantastic.

Kasim: 00:46:07

A good thing is putting a bunch of cost there.

Kasim: 00:46:09

Man, I love this.

Kasim: 00:46:11

Conversion rate's good.

Kasim: 00:46:12

Everything is looking hunky dory, like beautiful.

Kasim: 00:46:14

And I'm like, you know what?

Kasim: 00:46:15

Why is my in-market office supply selling hammock so well, and then

Kasim: 00:46:19

you look at the insights tab and then after you look at the insights

Kasim: 00:46:23

tab here, you scroll down into, I.

Kasim: 00:46:26

Which is brand matches.

Kasim: 00:46:27

82 of my asset groups, even though it is quote unquote removed as a

Kasim: 00:46:30

branded keyword in Google, that was just continually screwing me.

Kasim: 00:46:33

And you look at the asset groups and say, where's all these branded

Kasim: 00:46:36

conversions coming and converting from?

Kasim: 00:46:38

Wow.

Kasim: 00:46:38

Oh, weird.

Kasim: 00:46:39

I got 10 grand in in-office mark and office supplies.

Kasim: 00:46:42

Thanks.

Kasim: 00:46:43

My asset groups don't mean crap.

Kasim: 00:46:44

My signals don't mean crap.

Kasim: 00:46:46

I can't measure anything because of return tracking.

Kasim: 00:46:49

Google just went office supplies.

Kasim: 00:46:50

What does that help me?

Kasim: 00:46:52

It doesn't.

Kasim: 00:46:52

So wherever Google just decides to plop that conversion there, you're

Kasim: 00:46:56

gonna go, what is the ad copy?

Kasim: 00:46:57

What are the headlines?

Kasim: 00:46:58

What is the long headlines?

Kasim: 00:46:59

What is the descriptions?

Kasim: 00:47:00

What are the signals?

Kasim: 00:47:01

Let me optimize it.

Kasim: 00:47:02

And then Google says, brand conversion now over there.

Kasim: 00:47:04

And you're like, oh no, what's going on?

Kasim: 00:47:06

It's all fake.

Kasim: 00:47:07

It's all junk.

Kasim: 00:47:08

Signals.

Kasim: 00:47:09

I have a brand excluded in that signal.

Kasim: 00:47:11

I have a hundred percent.

Kasim: 00:47:12

I have 83 cold traffic.

Kasim: 00:47:14

No warm traffic, no brand, no existing users, no converters.

Kasim: 00:47:18

None of my asset groups have any warm audiences.

Kasim: 00:47:20

None of my data at all.

Kasim: 00:47:21

But it just decided to plop my last 25 grand in branded

Kasim: 00:47:26

conversions in that asset group.

Kasim: 00:47:27

And now all pm M X doesn't mean anything anymore.

Kasim: 00:47:33

So when people say, what should I do?

Kasim: 00:47:34

My answer is no.

Kasim: 00:47:35

Honestly, that's why I'm switching back to standard shopping more, more.

Kasim: 00:47:38

it's so fluffy.

Kasim: 00:47:40

I love it when I hear you Gearing up to be sarcastic.

Kasim: 00:47:44

Emmanuel.

Kasim: 00:47:45

Philippe.

Kasim: 00:47:45

Expensive products.

Kasim: 00:47:46

Three K.

Kasim: 00:47:47

And over in a small budget, 10 K a month.

Kasim: 00:47:49

Should I set initiate checkout as primary conversion for a better optimization?

Kasim: 00:47:52

Yeah.

Kasim: 00:47:53

No, no, no, no.

Kasim: 00:47:54

Only only do checkout please.

Kasim: 00:47:57

I have another use case I could share, but if we wanna, it's

Kasim: 00:47:59

interesting idea though, right?

Kasim: 00:48:00

It's like, all right, it's a super expensive product and this is a

Kasim: 00:48:02

predictive indication of intent.

Kasim: 00:48:04

So hey Google, gimme more people to do this.

Kasim: 00:48:06

The problem is the bidding strategy, unless you're running manual C P

Kasim: 00:48:09

c, I guess that's the question.

Kasim: 00:48:10

If you're only running manual c p c, for sure, but if you're running an

Kasim: 00:48:14

automated bidding strategy, never.

Kasim: 00:48:15

The problem is you're, you're looking at a few things.

Kasim: 00:48:18

You're looking at, if I get more of the smaller conversions, naturally I should

Kasim: 00:48:22

get more of the bigger conversions.

Kasim: 00:48:23

That's not always true.

Kasim: 00:48:24

More often than not, it's not.

Kasim: 00:48:26

And there's a very popular P p C company that we take a lot of business from that

Kasim: 00:48:30

always do micro conversions, and I always shut 'em off and we always do better.

Kasim: 00:48:34

And I'm gonna pull up a very, very simple use case, and I think that this is gonna

Kasim: 00:48:37

be really important for people to see.

Kasim: 00:48:40

And I'm just gonna pull in the last 14 days, year over year, and hopefully

Kasim: 00:48:43

this comes up on the screen here.

Kasim: 00:48:44

Well, while you're looking for that, can I ask you about that agency?

Kasim: 00:48:47

Yeah.

Kasim: 00:48:48

does it rhyme with ontological suppositions?

Kasim: 00:48:53

No.

Kasim: 00:48:56

lemme see if I can pull this up here.

Kasim: 00:48:58

I need to add in all conversions.

Kasim: 00:48:59

Hold on.

Kasim: 00:49:00

All conversions.

Kasim: 00:49:02

While you're doing that, Dave said something funny.

Kasim: 00:49:04

I trained an AI bot on everything John said.

Kasim: 00:49:06

So now I just ask it what I should do with my ads.

Kasim: 00:49:09

I'd love that.

Kasim: 00:49:10

He calls it W W A I J D.

Kasim: 00:49:14

Lemme see here.

Kasim: 00:49:15

It was actually before that, so I have to go back to probably

Kasim: 00:49:18

like February or something.

Kasim: 00:49:20

Dave said something else funny.

Kasim: 00:49:21

I just got a call from Google India was thinking of answering and just putting

Kasim: 00:49:24

the phone up to the PC and let them listen to John talk and blow their tiny minds.

Kasim: 00:49:28

I make a joke 'cause when I get all those calls from all the people that

Kasim: 00:49:31

are in India, they're like, we're gonna help you optimize your campaigns.

Kasim: 00:49:33

I'm like, I should send you a bill.

Kasim: 00:49:34

I know.

Kasim: 00:49:35

This one's I just don't even understand, but it's funny.

Kasim: 00:49:37

Chris Markle, how can a true Texas player use data-driven attribution

Kasim: 00:49:41

to represent the South in 2023?

Kasim: 00:49:45

A true Texas play would know the answer to that.

Kasim: 00:49:47

Chris,

Kasim: 00:49:53

I don't know what that means.

Kasim: 00:49:55

I'm, I'm too middle-aged dad.

Kasim: 00:49:57

All right, man, I don't know if I can really show this anyway.

Kasim: 00:50:00

I need to have more time, but I just wanna share with you, there was 591

Kasim: 00:50:03

conversions and 51 grand in spend.

Kasim: 00:50:05

This is year over year performance of just February.

Kasim: 00:50:07

'cause last year, February, it was on this year, February or, or March

Kasim: 00:50:10

or January, I forget what it was.

Kasim: 00:50:11

I turned it off.

Kasim: 00:50:11

But what's funny is you can see that the cost spiked up 130% here.

Kasim: 00:50:14

The conversion only spiked up 65 after I shut off everything else, which is like

Kasim: 00:50:19

downloaded product catalog, and there was a bunch of other stuff I have to

Kasim: 00:50:21

have to go into a different time range.

Kasim: 00:50:23

But the only campaign that I started counting after that

Kasim: 00:50:25

went up 141% for 130% more cost.

Kasim: 00:50:28

The account.

Kasim: 00:50:29

by using automated bidding strategies, when you're using T C P A or something

Kasim: 00:50:33

like that, or if you're using anything, that's a restricted bidding strategy.

Kasim: 00:50:36

What you're asking Google to do is not focus on the only conversion action, but

Kasim: 00:50:39

get you a cheap conversion action, get you as many as it can, regardless of what

Kasim: 00:50:42

happens to your other conversion actions.

Kasim: 00:50:44

So you're training an AI tool to look at a microversion and a macro conversion,

Kasim: 00:50:49

and you said, give me all of them.

Kasim: 00:50:50

What happens when the micro conversions get bigger at a faster

Kasim: 00:50:53

rate than the macro conversions?

Kasim: 00:50:55

You hit a point, diminishing return, your only recourse shut it off.

Kasim: 00:50:58

So I've never actually had micro conversions work better.

Kasim: 00:51:01

They've always worked worse.

Kasim: 00:51:02

The problem is, is people a lot of times will lean into micro conversions

Kasim: 00:51:05

and then get the macro conversions.

Kasim: 00:51:07

Don't really do deep dive optimizations.

Kasim: 00:51:08

Even post Google ads.

Kasim: 00:51:10

call it a win, send a fluffy report to the boss, and it's like,

Kasim: 00:51:12

you've got 120% conversion rate.

Kasim: 00:51:14

How'd you do that?

Kasim: 00:51:14

You're like, because I counted everything twice.

Kasim: 00:51:16

it's not there.

Kasim: 00:51:17

I never had good luck at micro conversions.

Kasim: 00:51:18

I've always shut 'em off.

Kasim: 00:51:19

Always did better.

Kasim: 00:51:20

Chris Markle.

Kasim: 00:51:21

Serious question.

Kasim: 00:51:21

What was the most challenging phase during sole's growth?

Kasim: 00:51:24

How big was your team at the time?

Kasim: 00:51:25

How did you overcome those challenges?

Kasim: 00:51:27

We're talking about the rooftop at T N C.

Kasim: 00:51:28

Who was the rooftop at T N C with Scott?

Kasim: 00:51:31

It was you and I and it was one other person.

Kasim: 00:51:33

I don't know if we wanna mention them, but we're looking at the future

Kasim: 00:51:36

of what we're gonna be offering as a core service, like 2018, or we were

Kasim: 00:51:39

talking about content versus P P C.

Kasim: 00:51:41

I don't remember this at all.

Kasim: 00:51:42

we were talking about what is the future of solutions?

Kasim: 00:51:44

This is back when we did everything full funnel.

Kasim: 00:51:45

Yeah, yeah.

Kasim: 00:51:46

Before we niched down to Google.

Kasim: 00:51:48

And I think that was probably the toughest part for me was we did everything.

Kasim: 00:51:51

We did websites, we did content, we did P P C, we did SS e O, we did Facebook apps.

Kasim: 00:51:57

You want your car wash?

Kasim: 00:51:58

We'll do that.

Kasim: 00:51:58

Lawn mow anything.

Kasim: 00:51:59

We'll do it.

Kasim: 00:52:00

Yeah, we'll mow your car, walk your lawn.

Kasim: 00:52:03

Probably.

Kasim: 00:52:03

We're still figuring out the time.

Kasim: 00:52:04

So we didn't have it all, all identified.

Kasim: 00:52:07

But that was the biggest thing is really niching down and becoming

Kasim: 00:52:09

a master of one was a big risk.

Kasim: 00:52:11

People want one-stop shops.

Kasim: 00:52:12

They want everyone to do everything right.

Kasim: 00:52:13

The problem is you're gonna get everything 80% right?

Kasim: 00:52:17

But where we'll eke out the additional 20% matters to big

Kasim: 00:52:19

clients that really want that.

Kasim: 00:52:20

So I think the biggest thing that we did was niching down to

Kasim: 00:52:23

something that was really specific.

Kasim: 00:52:25

That was the biggest turning point, the biggest scale to success.

Kasim: 00:52:28

'cause we got really good at one thing for anybody.

Kasim: 00:52:31

And then now I I, we have 200 clients that are in 200 different

Kasim: 00:52:34

industries and we rock it.

Kasim: 00:52:36

That means that now I'm very good at this tool for any other industry.

Kasim: 00:52:40

I think that if you niche down too far, you lock yourself into too much.

Kasim: 00:52:42

Like if you're just good for chiropractors, maybe that's a fail point.

Kasim: 00:52:46

'cause Covid would've closed your business.

Kasim: 00:52:47

Mm-hmm.

Kasim: 00:52:48

So that's the thinging is like the biggest, biggest point was

Kasim: 00:52:51

niching down enough that the market didn't reduce in size too much,

Kasim: 00:52:55

but we can focus on something that allows to expand back into that.

Kasim: 00:52:58

I think that was probably the biggest, like the hardest thing

Kasim: 00:53:00

to do is like, what do we do?

Kasim: 00:53:03

It's funny because I fought you on, niching down for about a year.

Kasim: 00:53:06

Do you remember?

Kasim: 00:53:07

You said something to me, it still, I take a thousand dollars to yell these people.

Kasim: 00:53:10

Yeah, yeah, yeah, yeah.

Kasim: 00:53:11

That, that was the line.

Kasim: 00:53:12

We, we had a vendor that did our Google ads.

Kasim: 00:53:14

We weren't doing it in-house.

Kasim: 00:53:16

we'll call 'em Acme Bros.

Kasim: 00:53:17

me and John were just talking about, you know, various

Kasim: 00:53:19

opportunities and everything else.

Kasim: 00:53:21

You know, if we got a website, we actually were doing the website

Kasim: 00:53:23

management, not the build per se, but it, there was a lot of work on that.

Kasim: 00:53:25

S e o there was a lot of work on graphic design, content, social, and then for

Kasim: 00:53:29

P P C, we just sent it to Acme Bros.

Kasim: 00:53:32

And you, you finally like, 'cause I was like, well bro, like, you know,

Kasim: 00:53:35

website's a hundred grand and P P C is a thousand dollars a month.

Kasim: 00:53:38

And you're like, I'll take a thousand dollars a month to at Acme Bros.

Kasim: 00:53:41

And that's what we were doing.

Kasim: 00:53:42

We would take a thousand bucks a month and then just those guys would do the work and

Kasim: 00:53:45

then we'd say, fix this, make this better.

Kasim: 00:53:48

Yeah.

Kasim: 00:53:48

Yeah.

Kasim: 00:53:49

It was just like, we basically just, you know, arbitraged it.

Kasim: 00:53:51

Yeah.

Kasim: 00:53:52

We would've grown forever with those guys.

Kasim: 00:53:54

The problem was, is we just had difference of opinion in, I think, the future of the

Kasim: 00:53:56

companies difference of values, maybe.

Kasim: 00:53:59

Yeah.

Kasim: 00:53:59

Yeah, yeah, yeah.

Kasim: 00:54:01

I try not to screw over my friends.

Kasim: 00:54:03

Yeah.

Kasim: 00:54:03

Oh, well.

Kasim: 00:54:04

So that's the thing is it was, it was a, yeah, it was basically just

Kasim: 00:54:07

what could we scale, take a profit, do minimum amount of work, and then

Kasim: 00:54:13

we kinda got thrown into where it's like, Nope, we had to do it ourselves.

Kasim: 00:54:16

And we got really, that was the, that was the hardest part for me is that's true.

Kasim: 00:54:20

We, we were reliant on one vendor.

Kasim: 00:54:21

We had one vendor that was literally doing everything, and they fired

Kasim: 00:54:25

us, and we had 30 days, we had 30 days to build an entire Google ads

Kasim: 00:54:29

agency in-house from the ground up.

Kasim: 00:54:32

I think that was the most stressful period in this phase

Kasim: 00:54:34

of my entrepreneurial career.

Kasim: 00:54:36

oh eight collapse is a whole different thing.

Kasim: 00:54:37

if I was smarter, we would've been diversified with vendors.

Kasim: 00:54:40

We would've had two or three.

Kasim: 00:54:42

That way, you're saying with the niche, if, if you're only serving

Kasim: 00:54:44

chiropractors, covid kills your business.

Kasim: 00:54:46

if all your eggs are in one vendor basket and that vendor decides to

Kasim: 00:54:48

blow up, go outta business, get too big, fire you, you're screwed.

Kasim: 00:54:52

Yeah.

Kasim: 00:54:52

It's like the niche or the vendor.

Kasim: 00:54:53

I mean, everything, what we should have learned as well,

Kasim: 00:54:55

diversification across the board, but also that was the hardest thing.

Kasim: 00:54:58

Yeah, for sure.

Kasim: 00:54:59

it was picking down a niche and then having the supplier of that niche go away.

Kasim: 00:55:03

It's almost like being Walmart and the great value factories, like no more.

Kasim: 00:55:06

Yeah.

Kasim: 00:55:07

Well, no, it was a single point of failure, but, but I think

Kasim: 00:55:11

that the, the key to our success without question was niching down.

Kasim: 00:55:14

There's like 14 years of like answers here, so Yeah.

Kasim: 00:55:18

There's a lot.

Kasim: 00:55:18

That was your idea.

Kasim: 00:55:20

Which it pains me how hard I fought against it and how Right.

Kasim: 00:55:24

You were.

Kasim: 00:55:24

So let me just say that out loud publicly.

Kasim: 00:55:26

Thank you.

Kasim: 00:55:27

it was a team effort.

Kasim: 00:55:28

Ian Mason.

Kasim: 00:55:29

For Performance Max, what are the best practices for videos?

Kasim: 00:55:33

He can just stick the knife in and twist it.

Kasim: 00:55:35

Well, he asked this one.

Kasim: 00:55:36

I do you want me to skip the performance max questions?

Kasim: 00:55:39

'cause we, no, no.

Kasim: 00:55:39

Let's, let's keep going.

Kasim: 00:55:40

Yeah.

Kasim: 00:55:40

What are the best practices for videos?

Kasim: 00:55:42

Have you noticed certain specs for creators?

Kasim: 00:55:43

So that's the thing is Performance Max is gonna be auto targeting.

Kasim: 00:55:46

So videos are gonna go wherever they want.

Kasim: 00:55:47

My opinion is not run the videos inside of Performance Max because it gets to

Kasim: 00:55:51

choose how much ad spend is spent in the video campaign on any sort of day.

Kasim: 00:55:55

And since I usually default to non-restricted bidding strategies,

Kasim: 00:55:58

maximize conversion, maximize convert value, I don't want YouTube

Kasim: 00:56:01

to be able to just go and blast out non click attributed spend.

Kasim: 00:56:04

So I always exclude them from P max and run them separately.

Kasim: 00:56:06

Always.

Kasim: 00:56:08

This is an interesting question from John.

Kasim: 00:56:11

Using low T Row is basically kinda max conversions, right?

Kasim: 00:56:14

It almost is.

Kasim: 00:56:15

Yes.

Kasim: 00:56:15

Yeah.

Kasim: 00:56:16

Think of it though.

Kasim: 00:56:16

I want this, this is the scenario.

Kasim: 00:56:18

Low T Row has works center shopping.

Kasim: 00:56:20

You wake up one day and all of the obvious bad search terms, you

Kasim: 00:56:24

didn't get bids on, like a little assistant went in negative keyword.

Kasim: 00:56:26

Those things and all of the best performing products have

Kasim: 00:56:29

the most amount of spend.

Kasim: 00:56:30

That's all low T ROAS does.

Kasim: 00:56:32

It's like an assistant.

Kasim: 00:56:33

You don't show up for anything stupid.

Kasim: 00:56:35

And most of the spend is going to what is working the most, like

Kasim: 00:56:38

the, it's a Pareto rule automated.

Kasim: 00:56:40

It's an 80% efficiency on 20% of what is working best.

Kasim: 00:56:43

that's really a low t roas.

Kasim: 00:56:45

It's all does.

Kasim: 00:56:46

So we we're being trolled.

Kasim: 00:56:47

Ooh.

Kasim: 00:56:48

Who do you think this is, John?

Kasim: 00:56:50

It's either, it's Glen.

Kasim: 00:56:52

Glen.

Kasim: 00:56:53

Yeah.

Kasim: 00:56:53

Either Glenn, Yusef, Caden.

Kasim: 00:56:55

So here's the thing, Glen's not sloppy enough to mess up.

Kasim: 00:56:58

John's Moran's dog, John's Moran.

Kasim: 00:57:00

That's you.

Kasim: 00:57:00

that's Osama.

Kasim: 00:57:01

Osama.

Kasim: 00:57:02

I'm calling you out there.

Kasim: 00:57:02

Osama's Grandma's the worst of anybody.

Kasim: 00:57:04

He sends me emails and I'm just like, you have a doctorate.

Kasim: 00:57:07

Like, how did you get through school?

Kasim: 00:57:11

it, Osama.

Kasim: 00:57:11

I love you man.

Kasim: 00:57:12

But you kind of write emails like a text.

Kasim: 00:57:16

It's like, okay.

Kasim: 00:57:16

I'm like, no, I went to a client.

Kasim: 00:57:18

Just kidding.

Kasim: 00:57:18

Yeah.

Kasim: 00:57:18

what is the minimum of conversion for Performance Max to work?

Kasim: 00:57:22

I'm thinking of excluding brand from P Max, but then

Kasim: 00:57:25

conversion will drop a lot of it.

Kasim: 00:57:27

I hope this isn't anybody from our team actually.

Kasim: 00:57:29

'cause excluding brand from P Max doesn't do anything.

Kasim: 00:57:31

So here's, here's what I would say.

Kasim: 00:57:32

I have a video two weeks ago or three weeks ago, or maybe four

Kasim: 00:57:35

weeks ago, I don't remember.

Kasim: 00:57:36

I excluded brand from all P Max campaign.

Kasim: 00:57:39

The cold traffic split between warm and cold.

Kasim: 00:57:42

So like 10,000 visits, 6,000 are new.

Kasim: 00:57:44

The new visits ratio only went up 4%.

Kasim: 00:57:47

My C P C dropped, which means I got more YouTube discovery display and G S

Kasim: 00:57:51

P P L A traffic from the same audience.

Kasim: 00:57:54

All I did was shut off two networks.

Kasim: 00:57:56

Out of the six available networks of people are gonna

Kasim: 00:57:58

show up on the brand name.

Kasim: 00:57:59

Google didn't just say, dang, my audience can't Google me anymore.

Kasim: 00:58:02

I better change audiences.

Kasim: 00:58:04

No, it just said, all right, stop spending there on Bob and spend on there on Bob.

Kasim: 00:58:08

So the cold traffic didn't fluctuate.

Kasim: 00:58:09

So I don't, I don't, I actually would rather show up for brand because now

Kasim: 00:58:12

my smart or my standard shopping has a place for those people to return.

Kasim: 00:58:16

Larry, Hello.

Kasim: 00:58:17

When it comes to adding negative keywords, do you use a tool or curious your best

Kasim: 00:58:20

practices when adding negative keywords?

Kasim: 00:58:22

I realize it'll depend on the campaign goals.

Kasim: 00:58:23

I don't use a tool.

Kasim: 00:58:24

I always will run them manually.

Kasim: 00:58:26

That's one thing that is good about t roas not messing things up.

Kasim: 00:58:29

Uh, Low T ROAS is not messing that up for me.

Kasim: 00:58:31

I'll give you a small use case of low T roas.

Kasim: 00:58:33

So I have a campaign that I spend a hefty amount of daily aspen on per day.

Kasim: 00:58:37

This one right here, I spend $10,398.

Kasim: 00:58:40

I am getting, let's do the last seven days here.

Kasim: 00:58:43

Hold on.

Kasim: 00:58:44

Is that's still back in February, All right, so this last week I

Kasim: 00:58:47

spent four 30 in this account.

Kasim: 00:58:49

And in this one here I spent 10,398.

Kasim: 00:58:53

I spent 160.

Kasim: 00:58:55

It's got an 83% roas.

Kasim: 00:58:57

Now because I measure N CAC like you all should be too, we need to

Kasim: 00:59:00

be under $140 cost per acquired first time customer, I'm getting 76.

Kasim: 00:59:04

Beautiful.

Kasim: 00:59:04

It's a medication company.

Kasim: 00:59:06

They buy 12 times a year.

Kasim: 00:59:07

I don't need to make ROAS on one sale.

Kasim: 00:59:09

I got 11 more this year.

Kasim: 00:59:10

I'm not paying for, because I'm not using Performance Max,

Kasim: 00:59:12

not paying for them again.

Kasim: 00:59:14

knowing that I'm within goal, I have a 40% on here, which means that if you look

Kasim: 00:59:18

in my products and you sort descending in the last seven days by cost, this

Kasim: 00:59:23

is what I'm spending and this is what I'm getting at the conversions on.

Kasim: 00:59:26

They're really, really well in line.

Kasim: 00:59:28

So as the conversions are 169, I got five grand.

Kasim: 00:59:31

All the way down the middle.

Kasim: 00:59:33

I got six, I got 500.

Kasim: 00:59:34

Then all the way down the bottom, I have four.

Kasim: 00:59:36

I got two 50 or 100.

Kasim: 00:59:37

So it's spending, but you see 62, 26, 31, 51, 6, 9, 1 49, 38, 63.

Kasim: 00:59:42

I need to be under one 40.

Kasim: 00:59:44

All of these are under one 40 on average.

Kasim: 00:59:47

So you see how this is under, under 30, under 40, under a hundred, under 80.

Kasim: 00:59:50

I'm spending the most amount of money, or I'm getting the most amount of conversions

Kasim: 00:59:53

at the C P A that I want, which is keeping my whole campaign in line and under 75.

Kasim: 00:59:58

The best part about that is when you do that, you can take campaigns and do this.

Kasim: 01:00:02

You take the cost from 11 grand and kick it up to 25, and if you're measuring

Kasim: 01:00:06

on the backend performance, I lost, I gained a 2% increase in my CAC cost.

Kasim: 01:00:11

2% went from like 96 to like 98.

Kasim: 01:00:13

I have a whole bunch more now coming back to the brand and top line.

Kasim: 01:00:16

Looks beautiful.

Kasim: 01:00:17

Now I can spend anything I want.

Kasim: 01:00:19

I spend 10 grand a day.

Kasim: 01:00:19

Perfect.

Kasim: 01:00:20

Kick it up to 25 grand a day.

Kasim: 01:00:21

Within one day change happens.

Kasim: 01:00:23

I measure differently and CAC looks good.

Kasim: 01:00:24

running to your low T row as allows 4,000 SKUs to spend anything I

Kasim: 01:00:28

need at under half the goal that my client set for me and I can scale

Kasim: 01:00:32

to 25 grand a day if I wanted to.

Kasim: 01:00:34

I'm gonna do rapid fire and wrap this up.

Kasim: 01:00:36

Sure.

Kasim: 01:00:37

What's your opinion on Triple Whale?

Kasim: 01:00:38

Does it measure Mer correctly?

Kasim: 01:00:40

Nope especially because when you're using the new attribution

Kasim: 01:00:43

tool that they have been pushing.

Kasim: 01:00:45

The problem though is, is re re attributing zero data.

Kasim: 01:00:48

To just whatever it believes it should be that hour, honestly.

Kasim: 01:00:53

So there's really nothing.

Kasim: 01:00:54

And here's my, my question for everybody, 'cause I have a client on trip oil, I

Kasim: 01:00:57

need you to all look at this total impact.

Kasim: 01:01:00

This is what they're pushing and it looks great.

Kasim: 01:01:03

God bless 'em.

Kasim: 01:01:03

They're doing their best.

Kasim: 01:01:04

It's not possible.

Kasim: 01:01:06

A total p a A model powered by artificial intelligence.

Kasim: 01:01:09

Of course.

Kasim: 01:01:10

'cause everyone's on the AI bandwagon that uses a blend of first and zero

Kasim: 01:01:13

party data, which means when we don't know where it actually came

Kasim: 01:01:16

from, we think it came from here.

Kasim: 01:01:17

We make it up.

Kasim: 01:01:18

Exactly.

Kasim: 01:01:19

So when you look at Google ads, I said interesting.

Kasim: 01:01:21

So let's look at the last 30 days and in my YouTube shorts campaign as an

Kasim: 01:01:25

example, what that was that was running.

Kasim: 01:01:28

How did this come about here?

Kasim: 01:01:32

You mean that every single one of these videos made 13.2 purchases, whether

Kasim: 01:01:36

I spent 20 bucks or 1200, which means I either got a 0.560 ads or a 3,400.

Kasim: 01:01:42

When you dive deep into it, it basically just says, we're not sure.

Kasim: 01:01:45

So it just measures it everywhere.

Kasim: 01:01:47

The other part though, too, is it doesn't measure non-paid channels.

Kasim: 01:01:50

Well, it actually will re attribute based on post-purchase survey data.

Kasim: 01:01:55

So you spend 10 bucks on 'em, on YouTube, and they've gotten

Kasim: 01:01:57

three Facebook ad clicks, and then they Google organic brand.

Kasim: 01:02:01

And then as soon as they fill out the form, if they say TikTok goodbye,

Kasim: 01:02:04

all attribution goes right to TikTok.

Kasim: 01:02:06

I don't like it.

Kasim: 01:02:08

Way too many fail points in my mind.

Kasim: 01:02:09

Any strong opinions on the new Google Ads interface?

Kasim: 01:02:14

I hate it every single time though, but I'm a crouching the old man, I still

Kasim: 01:02:16

like the old wall white background.

Kasim: 01:02:18

But yeah, it makes everyone else's job harder, which I do like

Kasim: 01:02:21

'cause we're pretty good at it.

Kasim: 01:02:22

Can you quickly summarize the failure in pax?

Kasim: 01:02:24

Yes.

Kasim: 01:02:24

Auto targeting solely designed to increase roas, whether Google started it or not.

Kasim: 01:02:31

Can we have a live on why to use standard shopping versus pax please?

Kasim: 01:02:35

I think that's kind of the, been the story for the last six months, honestly.

Kasim: 01:02:38

Yeah.

Kasim: 01:02:38

Go back and watch the previous lives.

Kasim: 01:02:40

G T I N or no?

Kasim: 01:02:41

GTIs.

Kasim: 01:02:42

Ooh.

Kasim: 01:02:42

If you're a manufacturer, no.

Kasim: 01:02:44

GTIs.

Kasim: 01:02:45

If you're a distributor or reseller, absolutely.

Kasim: 01:02:49

GTIs Luxury Blades says I'm back.

Kasim: 01:02:51

Bitches.

Kasim: 01:02:53

Hey, luxury blades, major wave.

Kasim: 01:02:55

Dave.

Kasim: 01:02:56

I have a client with high repeat customer order rates and P max keeps

Kasim: 01:02:59

advertising to those repeat customers.

Kasim: 01:03:00

How can I force the traffic towards non-brand more generic terms?

Kasim: 01:03:03

Switch to standard shopping tar.

Kasim: 01:03:05

What is the best way to manage a large budget account like 50 k a day or the one.

Kasim: 01:03:09

You were showing where only one campaign you spend around 10 k a day.

Kasim: 01:03:12

So what sort of scripts and rules do you run?

Kasim: 01:03:14

What's the day by day strategy?

Kasim: 01:03:15

Man, I don't have time for that.

Kasim: 01:03:17

Yeah.

Kasim: 01:03:17

Refer them to solutions eight.

Kasim: 01:03:18

We'll pay you 10% of the gross recurring.

Kasim: 01:03:21

Yeah.

Kasim: 01:03:21

There's like about a hundred things I can cover.

Kasim: 01:03:23

Yeah.

Kasim: 01:03:24

Yeah.

Kasim: 01:03:24

That, that's gonna be hard.

Kasim: 01:03:25

But actually everything's manual and nothing is tracked inside of Google.

Kasim: 01:03:29

Alan, do you still use Google Display for lead generation or do you go

Kasim: 01:03:33

straight to discover or P max?

Kasim: 01:03:35

actually, the lead generation is mostly search and YouTube.

Kasim: 01:03:38

I like to have either scalable, identifiable intent on networks that

Kasim: 01:03:43

I know have to take some sort of human interaction started first, or I like to

Kasim: 01:03:49

control the narrative, which is YouTube.

Kasim: 01:03:50

We did it.

Kasim: 01:03:51

Yay.

Kasim: 01:03:52

Thanks for watching y'all.

Kasim: 01:03:53

We go live every Friday.

Kasim: 01:03:55

Appreciate all the questions that we got, John, any last words?

Kasim: 01:03:57

Yeah.

Kasim: 01:03:58

Take the last large positive swing you saw in Google.

Kasim: 01:04:02

Compare that to the previous period in Google.

Kasim: 01:04:05

Might be an 80% increase in like conversion value.

Kasim: 01:04:07

Then take that same time period and measure it inside the backend

Kasim: 01:04:12

of their Shopify WooCommerce.

Kasim: 01:04:14

Doesn't matter.

Kasim: 01:04:15

Every single time you see something good happen in Google, see if

Kasim: 01:04:18

it actually equated to actual dollars in their bank account.

Kasim: 01:04:21

That will teach you more than a thousand hours on this channel.

Kasim: 01:04:23

Will well come back and then you'll learn why.

Kasim: 01:04:25

Yeah, like come and subscribe.

Kasim: 01:04:26

High fives.

Kasim: 01:04:27

We'll see you Allall next Friday.