What to Do if Your Google Ads Campaign Is Not Converting on Cold Terms - Part 1

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We're so deep in the rabbit hole now

of little bolt ons and add ons and

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strategies and that type of stuff.

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The only thing that doesn't always

change is does more high quality

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cold traffic convert, regardless of

what conversion journey they took.

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So John, our biggest struggle in this

account is that we haven't been able

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to convert on cold terms and we've had

this client for probably two years now.

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It's been a real struggle.

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It just really converts on brand.

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so we've had a really terrible

traction on top of funnel terms.

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Okay.

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And I think even our P max brand

excluded is still showing up for brand.

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Yeah.

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And this is 1 more thing to add here.

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we have made few changes

on titles and descriptions.

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It has improved the.

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Search terms quality, I will say,

but still, we are not able to,

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target huge masses or not able to get

impressions and clicks on those terms.

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what other channels are they spending on?

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just Facebook.

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Do we know their meta,

weekly or monthly spend?

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approximate.

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Yeah.

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Weekly.

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Let me grab it here.

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Doing weekly, Melissa, they

are doing Tabula, right?

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or Facebook?

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they do like native ads

and like affiliate as well.

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so weekly spend 9,000 John.

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On Facebook.

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9,000 a week.

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And then we spent in the

last seven days, 600.

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So we'll do.

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640 plus, was going to say 9, 000, right?

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Okay.

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Do we have a CAC target for them?

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basically we have a ROAS target, but

it's new, it would be new customers.

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So I would say like

anything like above a 1.

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8 to a 2 would be, they

would be really happy with.

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Okay.

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their current CAC is 50.

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48 if they're not spending on any

other channels, just Meta and Google.

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they started running P max, they did it

in: 2022

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right now is 50 48, their last week, 719.

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of the 719 are new.

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So they have a lot more

returning than new.

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And it looks like of the big

things was, there's probably like

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an April sale that took place.

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So typically they get more

returning than new every day.

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Yes.

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So we have to look at, here's a good

thing is we have to look at this.

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If we don't have like performance max,

here's a good area to check in on.

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Is looking at the marketing and then

looking at the channel report and

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then looking at a 1st click and then

looking at like a 7 day and then

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descending by 1st time customers.

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We have Google paid as 13 and

23, so we're delivering almost

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twice the amount of returning

customers than 1st time customers.

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Now, this is also the inclusion of brand.

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So we have 13 customers last week in

Google paid from first click perspective.

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This is where we look at in the last

seven days as an example as to what we're

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tracking in terms of just all purchases.

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Now, again, we don't want to take this

as gospel, but the trends are right

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because if we're looking at Google paid

giving us a lot of first time customers.

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We can also see, though, that Klaviyo

Paid, no, Klaviyo Paid is driving almost

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the amount of same first time customers,

which is interesting to think about.

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why?

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One of the reasons that this happens is

because they get to the site, they sign

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up for an email, then they take advantage

of that discount, and we don't get

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any attribution instead of Google Ads.

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So it could be driving

a whole bunch of stuff.

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But we don't ever see attribution for it.

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Remember attribution, put

attribution out of your mind.

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Now, in app attribution,

Google can do very well.

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my most recent launch of a

campaign, I'm getting a 4.

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25 Edmer on new customers with a 0.

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41 percent ROAS and standard shopping.

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It's okay.

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Imagine Google's a hundred percent

wrong and you can't look there.

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Now, what do we do?

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that's what we all have to

start thinking about is.

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Identifying that customer journey

by single points of attribution.

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So when you see something like this,

where Klaviyo has 109 returning

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customers, but 10 first time customers

that's beating Google in returning

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customers, but we're beating Klaviyo

and first time customers, however.

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There's a lot of brand here last week.

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We had two, three sales inside

of our non brand campaign and

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PMAX that brought probably first

time customers from brand terms.

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It tells us that PMAX will

attribute more just inherently

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because these are email purchasers.

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These are email buyers.

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Our first time customers,

primarily when you don't count

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brand or coming from email.

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So what is the cure?

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That's what we have to figure out.

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Go into the marketing,

go into the top channel.

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Let's go last 30 days.

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Sort descending.

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This is first click.

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We have 84 and Klaviyo.

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Interesting.

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Now they spend a whole bunch of

money on meta that don't give us

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a lot of first click attribution.

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That's okay.

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We can see though that they are driving

probably more cold traffic than we are.

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Because we do have Brandon

here and they have more first

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than returning from a click.

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Now let's look at last

non direct attentive.

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Attentive is SMS.

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It's text messaging marketing.

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So text messages is going to be the

worst for attribution ever, because

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that's a text link from a phone that

they got from a probably maybe different

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device, laptop signs up for email.

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They text them attributions gone.

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So when we think about the customer

journey, imagine just missing as

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soon as you bring in that new user

that comes to the site and then

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they sign up for text messages, the

attributions out of Google's gone.

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they're not even on the

same device anymore.

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Or maybe.

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Let alone least IP address,

wifi connection, et cetera.

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So attentive and Klaviyo have

brought in more first time customers

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this month than any other channel.

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And these two.

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Are a linked channel.

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This is actually not paid.

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that's not true.

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But look at the volume of sales

and look at the amount of orders.

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And look at the conversion rate.

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Does that conversion rate

look really cold to you?

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No, very warm.

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So Facebook looks real cold, right?

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that conversion rate sucks, but

they spend a lot more than us.

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So what we're seeing here is

that this Facebook is bringing

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probably a lot of these here.

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So Facebook is bringing a

lot of them here because why?

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Facebook doesn't attribute anything.

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They do attribute more cold and

warm, but people don't just come

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up and sign up for email addresses

in order to get their first time

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purchase discount off of Google brand.

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when we start to look at the flow of

traffic and we start to look at how these

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people are coming in and just the human

nature of beings, human beings, we will

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probably look as bad as Google does.

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Where they spent 3, 000 in sales

and they spent what, 9, 000 a week?

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So they spent 36, 000 to make 3, 000.

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It's probably what our Google

looked like on cold traffic, right?

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That's okay.

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We have to take into the

CACMR and LTV targets.

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If we just scoop up brand, we live and

die by how good their meta team is.

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And please do an email blast

and SMS blast this week so we

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can earn some ROAS company.

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That's what PMax may be doing right now.

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So don't necessarily look at in app ROAS.

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That's not going to tell you something.

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Attentive will crush Google.

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And now you're dead in the water.

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And that's why Google is only able

to attribute a conversion when it's a

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branded click, because that's the point

in time that they can actually, earn that.

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That's why it's like I entered in

my brand exclusions, but my brand

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excluded is still getting brand sales.

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So YouTube is good.

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That's fine here, but the PMAX feed

only, let's see what this one we're

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spending the most amount of money on.

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that's, brand.

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But we have 5 out of our 9, our brand.

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Our other campaign was all brand.

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So my opinion is Google is not driving

new users to sign up for attentive.

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It's not driving new users

to sign up for clavio.

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We're potentially getting, our 139.

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Returning customers that

want to buy something else

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attributed their first time.

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Customers will come

though heavily from brand.

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What do you want to do when

you want to buy something?

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Google the brand.

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So here's what I would say is start

to measure a global CAC or a global

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and CAC just 1st and foremost, that

global and CAC right here of 50.

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48 is our true north

star just to begin with.

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And say, if I were to drive high quality

standard shopping traffic, which means

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man, these search terms look like they

should be doing something most chances

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are, they probably are, they're just

doing it in attentive or Cladio So

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I go there for the first time ever.

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Actually, limited time, free

shipping on all products.

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Awesome.

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take the quiz.

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Are we tracking any sort

of quiz, completions?

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Nope, we aren't anymore.

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So this right here, for example,

could be where all of our Google

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traffic is lost to attentive.

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Wait, enter your email to get 10

percent off any of our Google traffic

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that goes here and takes a quiz.

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We will lose attribution

for we shouldn't, but we do.

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That's why we don't trust Google.

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I go to a page here, subscribe and save.

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How many of our purchases are

coming into subscriptions?

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Not that much.

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Our online store tanked, but it's

because there was an Easter sale

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in the time before that on Sunday.

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So if we look at our customers, here's a

good indicator to have things that like,

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Hey, where do these people come from?

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If you go into the first order

date and then just open up, five,

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it'll tell you, okay, this order

here, there's no conversion.

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Okay.

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Sometimes if for subscription

models, it just doesn't give

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you any conversion thing.

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So product sync, do we know what product

sync is, but it's like a secondary, I

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don't know if it's like a secondary,

like landing page where he sends like

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his native traffic or like taboola ads.

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Cause he runs like a lot of affiliate

stuff as well, but he doesn't send it

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straight to the website as we see it.

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Okay.

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Do we know what Mediago is?

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Mediago?

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No, I don't know what that is.

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That's like the additional details.

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Cora.

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So this one was showing

like source value is Cora.

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Source value is Mediago.

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Source value is Mediago.

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Source value is Mediago.

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Source value is 38 harsh.

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What's up?

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Yeah.

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So John, another thing is I've

tried like us inbound campaign

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here, search inbound campaign.

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Another one was a standard shopping,

which was purely to the top of the funnel

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traffic and the convert and the search

terms were looking great at that moment.

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And we were getting clicks.

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We were spending good amount

of money as well, but we did

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not getting any conversions

except search term particularly.

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So what I did, I looked at the

old time data and what I examined,

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we, Jake, like we have 10, 000

conversions data in the Google ads

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account and almost 9, 500 were from.

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So what I think it might be, or it could

be anything, which is like black box

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thing where the account is learned in

a way that it is just only tends to get

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conversions from Thomas specifically.

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Is there any possibility for that?

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Yeah, the problem is aware of the

app and their customer journey

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went to Google in a brand name.

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if we don't track any conversions

in app, like we don't look

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at that there's media go.

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I call it Mediago, but media go here.

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We got to find out what this is.

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That's getting all the attribution.

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there's a source value here.

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We got to figure out what this is

because this, for example, is this

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interrupting that journey because

there is no conversion details.

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It almost looks like this is

a draft order because this is

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actually coming from product sync.

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this is the attribution engine

that Shopify sees, which means

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does our tag even fire on this?

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Looks like it's a funnel.

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product enhance, add funnels.

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So from an ad funnel, this

could be used only by affiliate

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marketers, this could be the engine.

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That's what I'm saying.

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We have to know these conversion paths.

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We, if we look in app in Google ads,

we have to say every text message

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is a hundred percent accurate.

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Every email a hundred

percent accurate from us.

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Every media go funnel we're tracking

tested 100 accurate to us If we can't

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say yes to those three, we can't look

at google But what if he's sending

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traffic john to this if this media goes

like a funnel so it's just separate

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He's sending traffic to those pages

from his like native and taboola ads.

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Like he's not sending traffic to the

actual Website like us and Facebook

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are the only paid advertising

that are going to the website.

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And that was, that would be my question

is, does Clavio and attentive send it

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there to the website or to the media go?

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I don't think so.

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I think that is specifically

for the website.

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What do you mean for the website?

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I'm sorry.

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It's not the funnel media go.

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Like I think Clavio and SMS.

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when someone places an order on product

sync, how did they get to product sync?

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Do we know?

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I think this is the funnels

we're talking about.

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this is his, like taboola or native ads.

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this is where they're sent to.

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Okay.

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Got it.

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So no email, no funnels that we're

driving traffic to can get to media

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sync in any way, shape or form.

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No.

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Okay.

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so we'll just keep all of

these out then for now.

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So we got

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perform media, no

conversion, product sync.

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Okay, we have, holy crap, online store.

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Bing, ha!

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Okay, Bing did something.

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we got product sync, nothing here.

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is this a native ad on Cora?

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That's what it looks like to me.

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It does.

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And why would someone

Google that brand name?

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You've heard of it elsewhere.

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where?

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Yes.

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If we drove more cold traffic,

getting people to actually ask those

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questions cac or hold it at scale.

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Could be.

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So that's what I'm saying is we have to

look at everywhere from a conversion path.

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How does a journey get gets us?

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We know core is places where

people go and ask questions.

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And if they are assistance of just

saying, This is a really popular

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SEO strategy where they get a good

high quality backlink from Cora by,

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or, and read it by going on Reddit

and be like, does this really work?

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And then having an employee at

the company, it's I grew six

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feet it overnight, it's amazing.

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And then you're like, Oh, okay.

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So those are the things that we have to

look about is why does someone do that?

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if I drive in the best anti wrinkle

cream and then they hit the page on

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standard shopping and then they go

and ask questions and then Cora earns

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that attribution, Google ads says,

shucks, we didn't do anything today.

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So I always have to look at all those

conversion paths and then measure

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by NCAC and that kind of stuff.

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we're so deep in the rabbit hole now

of little bolt ons and add ons and

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strategies and that type of stuff.

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But the only thing that doesn't always

change is does more high quality

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cold traffic convert, regardless of

what conversion journey they took.

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You remember when I used to show up

the North beam and I say, Hey, this

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spend here and those top line metrics

are the only thing that matter and

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everything else is customer journey.

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I used to X that out in the middle.

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That's a good example of this here.