Why Your Google Ads Performance Max Campaigns Fail

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our optimization schedule is now three week sprints.

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Don't touch it for three weeks stack all of your changes at once.

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Don't touch it again for two to three weeks stack all of your changes at

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once and people that are thinking with their PAX campaign, they're just

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resetting, learning over and over again.

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They're never getting outta learning phase.

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Welcome to your daily Google news.

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My name's Kasim and I'm joined with our strategy team, most of our strategy team

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anyway and we're making this a weekly recurring theme where we bring in the best

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of the best, our best and our brightest.

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And we're gonna talk about topics that should be near and dear to your heart.

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And today we're going to throw our skunks on the table.

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We're gonna open the Kumo.

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And talk about every failing performance max campaign we've had and maybe more to

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the point , and more productively, why we think they've failed and what we can

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do in the future to help mitigate that.

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And so a little context that I'll provide before we dive into

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the nitty gritty is performance.

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Max is new.

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They've been testing it since 2019, but they rolled it out publicly.

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It's this new thing that we have to contend with and Google's education.

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What they tell us to do is wrong.

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And so we're, seeing insane performance in a lot of instances,

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but we're also seeing some really.

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Troubling surprises and some difficulties, some things

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that are hard to contend with.

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And so we're gonna talk about those and what I'd love for everybody on this call

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to think about is not just like what failed, because sometimes it's fun to

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play the crash and burn game and just tell those stories, but more constructively.

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If somebody's watching this video, how can we protect them from making our mistakes?

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And, we were to build a beware of list, Which maybe I'll start to do,

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actually, while we're talking about this, let's build our beware of list.

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And by the end of it, maybe we can have something that people could

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actually have and take with them.

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So who wants to go first?

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Who has a crash and burn?

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Just fire and brimstone PAX.

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I'll start with just one.

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Don't run any PAX for any Legion.

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We have not been able to make it successful in two Legion accounts,

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but I will share why we feel that and why in one account it's working.

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So the two accounts that we were running PAX bar, they don't proper EO

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and, their website is not categorized in Google or proper keyword.

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So as we know, Google PAX works or advertise on seven channels,

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the channel is search channel.

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And it has a part of DSA.

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So PAX also runs on DSA.

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So dynamic Sur ads.

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If your website is not coming on proper or relevant keyboards,

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then PAX will not work for you.

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Because it'll go after keyword that your website is working on in organic EO or

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on that Google has categorized you for.

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So, that's why my two Legion account fail because the website

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was not on Google search console.

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They haven't categorized it or they haven't indexed.

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Properly.

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And then it worked on one because they have good se authority

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like do domain authority.

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Their website is ranking for good keywords.

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So the one thing that we use to check if the website is properly crawled

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or properly categorizes, simply put the website URL in keyword resource

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tool and just put the URL and you will get to know what keywords Google

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is, categorizing your website for.

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So if all the keyboards are relevant, then.

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It's not a hundred percent, but the PAX campaign will work for your account.

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And just to clarify, keyword research tool is in Google ads.

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You just go to tools and settings and you can find it there under keyword planning.

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Oh, Carl, that's a value bomb from hell right there.

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So if you're watching this go into Google ads, look at the Google's

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keyword research tool drop in your URL.

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And if the search terms, Google comes back and says, Hey,

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we're gonna advertise for this.

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If those are relevant, you're in good shape.

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If those aren't relevant, then you've got some work to do.

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And that's four seconds.

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Like there's no excuse not to do that.

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It's almost like seeing how the algorithm thinks about your website.

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Like yeah.

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Seeing how it sees that's exactly right.

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What would you do in situations where they are relevant, but all

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you're getting is bot traffic.

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That's what I was kinda going for.

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How'd you avoid all the bots on Carl?

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What's your secret?

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Caden?

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I have a thing that I'm testing right now and I will let you guys know.

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So we're using John's like team fields.

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Yeah, just ton of fields.

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So I'm doing that.

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And then I'm also parenting with a timer.

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So I'm seeing like how long people spend going through all the fields.

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And so.

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The theory is that the more fields you have, there's going to be a bigger

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discrepancy between someone that fills out something just by going

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through real quick and, spaming it.

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And someone that really puts time and effort through filling it out.

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That's genius.

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So you've got a lapse time added to what the conversion tracking.

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Yeah.

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To the conversion action for the lead forms.

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For example, if it's a page or a popup, you just have the click ID or the URL,

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and then just attach the timer to that.

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You can create that in talking to Yvonne about that.

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Actually you can create it in GTM.

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Yeah.

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How much time are you giving them per form field?

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Have we figured that out?

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So I'm testing 10 seconds 12 seconds, 15 seconds, 20 seconds and 30 seconds.

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So if they fill it out too quickly, are they going to a separate thank you page.

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That's just not tracked as a conversion.

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So not yet.

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Initially trying to figure out where the Delta is.

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So I don't know, for example, it takes someone and it's gonna

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vary based on every client.

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Right.

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I don't know if it's gonna take 'em like 10 seconds to fill out a form

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and then it takes a bot maybe like five seconds or further and further.

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And so the theory is the more questions you have, the easier it is to see

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the difference between like, spam traffic versus not spam traffic.

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. That is absolutely brilliant.

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I don't think we're contending with bot traffic.

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I think we're contending with click farm traffic.

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That's for click farms.

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Yeah.

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Right.

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But click farms to your point, those people are gonna be way

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faster at the farm fields because they don't care about the inputs.

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So the note here is ADAPs time to the conversion action.

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And then before you decide what the line demarcation.

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Monitor it so that you can get a census to the, the relative average.

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And I'm assuming that it's actually not a bell curve in this instance,

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meaning it's not distributed evenly.

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It's probably gonna be heavily weighted to early stage traffic.

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Find out where that spike is.

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And then you'd put your elapsed time right on the right on what would we call that?

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What's the decline called?

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Any statisticians I just call it the Delta.

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But right.

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When it starts to slope down, that's where I would put my line demarcation.

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And you'd split the thank you pages and only give conversion credit to the latter.

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Thank you page.

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You could do that or just take off the conversion action or just put

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it as well, I guess you wouldn't wanna put a secondary, there could be

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reasons not to do that, but you could in theory, just take the conversion

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action off and have the timer.

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Just be the filter as well.

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But then people still form fill and you don't want that bad form fill.

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So you probably want to keep.

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The forms that are relevant, that you deemed relevant based off your conversion

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action, and then send the other ones to a non-existent and you paid like how we

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got, I wanna fight you though on that in at least early stage, because we

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don't know that our assumption is right.

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So I'd want to keep the form so that I could follow up and see like, okay.

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That is a better, that is a click form, as opposed.

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And then maybe, I guess what you're saying with some is end result is

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we would send them to the gotcha.

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Sand trap.

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Yeah.

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I see what you're saying.

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I had a question and I lost.

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It was gonna be brilliant too.

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It was gonna blow you all away.

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So I really like that, Katie, I we've got two leg gen accounts that I know of

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that I'm personally involved with that are working inside of PMAX and both

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of them have just wicked long forms.

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There's Southwest building solutions whose name we can use.

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And then there's a niche real estate lead generation.

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They're crushing life, but they have Southwest building

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solutions has 17 form fields.

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It's an aggressive form.

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It's very specific to.

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So I'm just gonna say use massive forms, caution, large cost relief forms.

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Yes.

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I would say it's easier though, for phone calls when it comes

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to PAX, just in general.

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It's a lot easier to catalyze but we also track record and score all phone calls.

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Most people don't do that.

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Exactly.

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Yeah.

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But it'll just stop bot phone fills.

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Right.

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It'll not stop bot traffic, like right.

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Bot traffic will come and Google will charges for that flick, but when

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you're optimized conversions, it would eventually push that away though.

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It'll we those out, but yeah.

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It's crazy how much a Google's display based traffic is

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either bought or click form.

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Like it's UN it's an open air conspiracy at this point, as far as

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I'm concerned, like, it feels like it's most of the traffic really

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we're getting charged for this crap.

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And then you come to find out that it's like a bunch of people with 50

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iPhones lined up in front of them, all filling up forms professionally

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rolling their IP address.

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Okay.

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We've got PAX fill points.

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Lead gen is super dangerous.

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Your website has to be SEO.

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Go put your URL instead of Google's keyword research tool to see what Google

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thinks you're relevant for use AAPS time.

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Attach that to conversion action.

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Cadence.

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I almost wanna edit it outta this video.

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We won't though.

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We'll leave it cuz we're good people., why else did performance max campaigns fail?

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What else have we seen?

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Maybe that's surprising too.

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I know not enough asset groups, but I don't wanna do the

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easy rote and routine ones.

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People should maybe already know that.

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Well, not necessarily not enough asset groups.

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I've seen a fill where.

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The asset group doesn't support your budget.

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That's what I'll say.

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I audit accounts that come through for new prospects.

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And it's kind of crazy when someone's like, oh, we're spending, $60 a day and

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I have 99 asset groups and this is an impossible question to answer, but do

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we have a cost per asset group roughly?

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We said there are no SOS in there.

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We did it.

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We would have to industry is different.

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It's impossible because yeah, the industry, the geography, I

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think FA U responded saying it depends on your cost of traffic.

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Like if your CPC is fraction of a penny, then you can get away with anything.

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Oh, I was gonna say average order value.

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Like I keep imagining like a X, Y axis where we could say budget

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versus average order value and kind of decide like how many asset.

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Because average order value kind of indicates how frequently you're gonna

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get conversions, I think, is that right?

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I don't think so.

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I think AOV is independent of cost, cuz you can have super

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high AOVs and super low cost.

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Those are the industries that everybody wants.

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And I'm thinking about, remember our tape client, I guess they had a high LTB.

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But I know what you're saying, Regina, there's gotta be something that is

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kind of the predictive indicator.

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I would have to sit down and just make this and then iterate it for weeks.

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Yeah.

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Well, but I mean, to that point, I think that there could be like a

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Google sheet that we build out saying like, what's the cost of traffic.

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How competitive is the industry?

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What's your ceiling too.

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And then how much do you plan on scaling and those things added together.

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And we could guess roughly guess at what your budget needs

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to be per asset group mm-hmm.

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It's weird because we tell people, build as many asset groups as you possibly

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can, which is good advice until it's like, well, now you have to spend more

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money to test all these asset groups.

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And so the advice and the silo build as many asset groups as you possibly

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can is really good advice until now we're talking about budget too, and

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now we're like, well, you have to be able to fund all those asset groups.

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And now the logical question is, well, how much money do I

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need to fund the asset groups?

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And the answer is I Don.

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I think the way you wanna think about it is if each asset group can get about

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a conversion or two a week then it's gonna have the patterns and the frequency

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and the ability to go after remarketing for the person that it's following

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and all of that, you know what I mean?

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Like you want it to get frequent conversions.

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Two conversions a week, for example, would be good cause the data gets old.

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So, if each asset group only has enough money to get a

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conversion every three weeks.

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It's not frequent enough for it to be able to follow someone around, have the

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remarketing budget available when that person is back and they're searching and

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then it's not gonna have the patterns because the weather's gonna change

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or the competitor is gonna change.

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And then, three weeks is not frequent enough.

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So I think that's why I think about average order value, because you can kind

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of take your budget and divide it by.

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No.

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Okay.

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You're right.

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It's cost per conversion.

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Not average or valid.

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but I like what you're saying, the cost per conversion.

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You'd have to run first and test it, but once you've identified your cost

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per conversion and I like your line demarcation at two per week, I think

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that that's actually pretty valid.

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It's a valid minimum.

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Hopefully it's more, but it's a valid minimum because at two per week, you

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should start to see optimization adequate optimization for an early stage campaign.

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So let's say using round numbers that your cost per conversion is $10.

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Let's say, if you need two per week, that's 20 per asset group.

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And if you have 50 asset groups and that's easy to cascade across.

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Exactly.

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Yeah.

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That's as good a napkin test, as I can think of, we need kind of a guideline.

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Like there will be exceptions like that tape client, but I think we

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should build that and see how it goes.

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So I'm gonna ask the other strategists.

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I think the logic here's really sound.

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How do y'all feel about the number two, two conversions

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per week in an asset group?

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Should that be more, less?

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What's the number of asset groups you have cause overall your campaign is gonna

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be performing based off overall campaign performance, the calculator would spit

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out how much asset groups you can have.

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So you put in your budget, you put in your cost per lead, and then all it does

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is it divides the budget by the cost per lead and tells you how many asset groups

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you can have because you need each asset group to get two conversions a week.

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Well, it's very chicken and egg though, because now what we're telling people is

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build all the asset groups you can build.

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And our current SOP, which we're about to train people on is take

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all your product categories.

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Let's say you have five, take all your audiences.

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Let's say you have five and then multiply them.

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And so I have five product categories and five audiences I'll have 25 asset groups.

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So now if I have 25 asset groups to the point that Regina's making we'd wanna see.

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How many conversions per asset group we would want in order to

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properly optimize the campaign.

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But I guess what ends up happening though, is you end up with a Pretto

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distribution inside of your asset groups, where 20% of your asset groups

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are getting 80% of your conversions.

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So you would wanna arm your asset groups with enough funds to achieve at

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least two conversions per asset group,

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but also with the understanding that most of the asset groups aren't

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going to, but you'd wanna take money off of the table as to why they

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didn't you'd wanna have enough money there for them to achieve that.

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And then once you've reached that critical mass from a spend threshold

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perspective, when an asset group fails, you at least know it failed.

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Not because it wasn't well funded.

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Yeah.

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I think that's really sound logic there.

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Regina, I wanna back you on that.

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My only question again is whether or it's two conversions per week,

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one five, like, how do we feel?

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Two sounds good to me, by the way.

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I'm not fighting you.

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I just wanna see what the other strategies think.

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I don't know about that, cuz I'm also thinking about the CPC.

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So let's I'm for an example, let's say my average cost per acquisition is $70.

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So I need two converge.

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You're saying for an asset group, I need $140 a day, right.

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For a week, all right.

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So $20 for an asset group.

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So if I have five, it'll be 100.

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I don't know.

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That's a tough project to build upon are too low.

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I just base it off the total number of convergence.

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I get over like, 30 days.

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What to that point though, no matter what it is, something that we're

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backing into, it's not something that we're telling the client up front.

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Like, oh, you have to spend this much for this asset group.

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It's build it, run it.

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And then we will tell you generally speaking what we think you need

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to spend in order to, you wanna be able to cover all of your

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asset groups with enough spend.

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It's a weird paradigm to assume, because you actually wanna

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spend enough to let things.

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Because 80% of your asset groups are gonna fail.

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80% of your ads are gonna fail.

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80% of your offer are gonna fail, but you don't know what's gonna fail

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until you spend enough so we need to spend enough money to let things fail.

kasim: 00:13:57

I wanna say Google does not only optimize for conversion.

kasim: 00:14:01

So for an example, you can have two ads.

kasim: 00:14:03

One will have more conversions and better conversion rates, but two has better CTR.

kasim: 00:14:08

You can see that Google can sometimes spend more money on B.

kasim: 00:14:12

Even though the first one, it has a better conversion rate.

kasim: 00:14:15

So it doesn't only optimize for conversion.

kasim: 00:14:17

In my cases, I have two accounts for this example.

kasim: 00:14:20

We checked our asset groups.

kasim: 00:14:21

We checked the products we have.

kasim: 00:14:23

A hero product and let's say it was spending 50% of its budget

kasim: 00:14:27

and the conversion rate was fine.

kasim: 00:14:29

It was around two not to three, four but the role as was two

kasim: 00:14:33

and the client called street.

kasim: 00:14:34

So our hero product was spending half of our budget.

kasim: 00:14:38

And since the conversion rates are 3%, 4% of Google is

kasim: 00:14:41

thinking, Hey, I'm, I'm killing.

kasim: 00:14:43

So I'm gonna put more money into it.

kasim: 00:14:45

I'm gonna spend half of it.

kasim: 00:14:46

I'm gonna spend 60% the budget, but at the end of the month, you'll see

kasim: 00:14:49

that you're not paying your goal and actually you are losing money.

kasim: 00:14:52

So you have to be careful check your listing groups frequently and

kasim: 00:14:57

see if somebody is taking too much.

kasim: 00:14:59

You don't wanna have false positive., check your listing groups frequently.

kasim: 00:15:03

And what are we looking for there with listing groups specifically?

kasim: 00:15:06

We're looking for overspend like over commitments, categorically how much money

kasim: 00:15:10

did this asset group spend in shopping?

kasim: 00:15:13

Or you can also check your products and sent by clicks.

kasim: 00:15:16

So you'll see that let's say you spent a thousand dollars sometimes

kasim: 00:15:20

you'll see that 500 of those.

kasim: 00:15:22

Went to a single product and it has good conversion rate or bads.

kasim: 00:15:27

You have to be careful with that.

kasim: 00:15:29

What I did was I pulled that out.

kasim: 00:15:31

I created its own performance max campaign and gave it a budget that is reasonable.

kasim: 00:15:35

So let's say my daily spend was $200.

kasim: 00:15:38

It was the anything, two X.

kasim: 00:15:40

So I said, I'm gonna spend $50 in.

kasim: 00:15:43

So a I'll have value and the client will be happy that I'm still advertising for

kasim: 00:15:48

the hero product, but I have to spend 115 elsewhere and get that four X to have to

kasim: 00:15:55

meet the goal by the end of the month.

kasim: 00:15:57

So I love this FA as an SOP, this is really sharp.

kasim: 00:16:00

So if you have a product.

kasim: 00:16:01

That is monopolizing spend, we still wanna market that product.

kasim: 00:16:05

The general rule 80% rule is split that product out into its own PAX campaign.

kasim: 00:16:11

So you can dedicate, spend to that campaign.

kasim: 00:16:13

Now I'm gonna throw some grenades at you.

kasim: 00:16:14

I agree with what you're saying and I like it, but I also wanna

kasim: 00:16:17

stress test this a little bit.

kasim: 00:16:18

You'd have to make sure that product's conversion value.

kasim: 00:16:22

is actually the sale of that product, right?

kasim: 00:16:24

Because oftentimes somebody coming in on that product is buying other products.

kasim: 00:16:27

And if you take that product out of that PAX campaign, you kill

kasim: 00:16:30

that cross pollination capability.

kasim: 00:16:32

So in order for this SOP to be true, that product's wh when people are

kasim: 00:16:36

clicking on that product that have to be buying that product, because for

kasim: 00:16:39

those watching in case you don't know if somebody clicks on that product and

kasim: 00:16:41

buys another product, the product they click on still gets the Roaz credit.

kasim: 00:16:44

And if you took that product out of the, the PAX campaign, Then you'd kill

kasim: 00:16:48

that kind of incestuous relationship.

kasim: 00:16:50

It's a risk you have to take because like I say, Google is not going to

kasim: 00:16:53

optimize only for your conversion.

kasim: 00:16:55

So let's say USL dresses and shoes.

kasim: 00:16:59

Let's say dresses have 100,000 search volumes and shoes have 10,000.

kasim: 00:17:04

Since this will.

kasim: 00:17:06

A good CTR and a better value.

kasim: 00:17:08

You may not give a chance to law search items.

kasim: 00:17:12

So you have to be careful.

kasim: 00:17:13

Yes.

kasim: 00:17:13

Cain's point is right.

kasim: 00:17:15

If I remember correctly number of was.

kasim: 00:17:17

65%, 35% of the time.

kasim: 00:17:20

Somebody's going to click on an ad and buy something else.

kasim: 00:17:23

So that's your odds, but 35% of the time.

kasim: 00:17:26

Is that your anecdotal experience?

kasim: 00:17:28

No.

kasim: 00:17:28

I think it was either HubSpot or hood suite, dude.

kasim: 00:17:31

That's great to know.

kasim: 00:17:31

Thank you for that.

kasim: 00:17:32

So which by the way, would make sense based on what I've seen,

kasim: 00:17:34

just poking around campaigns.

kasim: 00:17:36

There is a cross pollination thing that happens that

kasim: 00:17:38

advertisers don't realize happens.

kasim: 00:17:40

Everybody thinks it's oh, click and purchase people are dumb lemings and they

kasim: 00:17:43

click on an ad and they buy the thing and it's like, no, they don't do that at all.

kasim: 00:17:47

Ever.

kasim: 00:17:47

Like they click, they view, they watch, they bounce, they leave,

kasim: 00:17:49

they come back, they tell a friend, they use their wife's phone and

kasim: 00:17:52

then maybe they buy the other thing.

kasim: 00:17:54

And to Google's point.

kasim: 00:17:55

Yeah.

kasim: 00:17:56

I heard that when you click on performance, max, a, the click will not be

kasim: 00:18:00

shared with performance max B, but since as an agency, we don't believe anything.

kasim: 00:18:04

Google says but I still have thoughts about that.

kasim: 00:18:07

Cause the machine is smart and the AI is still learning.

kasim: 00:18:10

It happened in smart shopping where the smart shopping campaigns

kasim: 00:18:13

would not cross pollinate.

kasim: 00:18:14

And we learned that the hard way we advise people to split smart shopping

kasim: 00:18:17

campaigns and that advice hurt campaigns.

kasim: 00:18:19

So I'm inclined to believe them in this instance, just because I think that

kasim: 00:18:23

whatever mechanism they're using for cross pollination, I think if it appears

kasim: 00:18:26

to exist in both of those campaign types, Yeah, my thinking was just this, if

kasim: 00:18:30

performance max, a got to click and said, all right it got into the website.

kasim: 00:18:35

It looks at different stuff, but I tried this in remarketing is not clicking.

kasim: 00:18:39

So I'm done with this user.

kasim: 00:18:41

A B will not gonna follow that.

kasim: 00:18:42

I don't know.

kasim: 00:18:43

I see what you're saying.

kasim: 00:18:44

Here's a question is performance max doesn't remarket.

kasim: 00:18:46

Well at all.

kasim: 00:18:47

Anyway, so if I have performance max campaign, a performance max campaign B

kasim: 00:18:50

and a dynamic remarketing campaign, will that cover both of them agnostically?

kasim: 00:18:55

I'm assuming yes, right?

kasim: 00:18:56

Yeah.

kasim: 00:18:57

I have new metrics now, so it's more data and you're still

kasim: 00:19:01

getting that G clips, but.

kasim: 00:19:03

It's 80% new.

kasim: 00:19:04

So once team the smart shopping was 80% remarking.

kasim: 00:19:07

So it will take a long time.

kasim: 00:19:09

Smart shopping says, Hey, I'm done with you, right?

kasim: 00:19:12

I'm done chasing you.

kasim: 00:19:13

What about performance?

kasim: 00:19:13

Max is 20% returning users.

kasim: 00:19:15

So it may be done with a client with the user more quickly and B can follow it up.

kasim: 00:19:21

So it's just a theory.

kasim: 00:19:23

I cannot back it up with data, if some of your item is spending too much

kasim: 00:19:27

money and doesn't get the enough ROS, it's not hitting your goal and you

kasim: 00:19:32

are a small business, you don't have the luxury to wait around like three

kasim: 00:19:35

months, four months, five months, six months to let Google learn.

kasim: 00:19:39

You have to do something.

kasim: 00:19:41

People pick out what we say.

kasim: 00:19:43

A lot of our clients come to me and say, Hey, John said this,

kasim: 00:19:46

why aren't you doing this?

kasim: 00:19:47

And I wanna say, Hey, if you watch it fully, John also says, Hey, I'm spending

kasim: 00:19:52

$5,000 on this PX campaign, right.

kasim: 00:19:54

You're spending a hundred.

kasim: 00:19:56

You said something else FA that I want to keen on as far as why

kasim: 00:19:58

performance max campaigns fail is you have to leave em alone.

kasim: 00:20:01

Don't touch it.

kasim: 00:20:02

Yeah, build it.

kasim: 00:20:02

Let it run for six weeks.

kasim: 00:20:03

Unencumbered.

kasim: 00:20:04

And then even in, in an optimization, our optimization

kasim: 00:20:07

schedule is now three week sprints.

kasim: 00:20:08

Don't touch it for three weeks stack all of your changes at once.

kasim: 00:20:11

Don't touch it again for two to three weeks stack all of your changes at

kasim: 00:20:14

once and people that are thinking with their PAX campaign, they're just

kasim: 00:20:17

resetting, learning over and over again.

kasim: 00:20:18

They're never getting outta learning phase.

kasim: 00:20:20

Yeah.

kasim: 00:20:20

That's the other point?

kasim: 00:20:21

A lot of things changes in the agency like before it was more about specialists.

kasim: 00:20:25

Now it's more about client managers.

kasim: 00:20:26

They have to call the clients like, Hey, we're doing something just because you

kasim: 00:20:30

don't see any changes in the changes.

kasim: 00:20:32

History doesn't mean that we're not working, but a lot of the people

kasim: 00:20:35

think that you didn't change anything.

kasim: 00:20:37

You just build it.

kasim: 00:20:38

You just sit down.

kasim: 00:20:39

Well, I've actually said this on a sales call recently, and I think I'm gonna

kasim: 00:20:41

make it part of my standard narrative.

kasim: 00:20:43

As it is to optimize something, right?

kasim: 00:20:45

, just because you're not pressing a button doesn't mean we still have to check.

kasim: 00:20:47

We have to open the account.

kasim: 00:20:48

We have to check the campaign.

kasim: 00:20:49

We have to monitor the data.

kasim: 00:20:50

You still need to go in and look, you're just the end of the day where we used to

kasim: 00:20:54

like, oh, I'd add a negative keyword or I'd make a better adjustment or whatever.

kasim: 00:20:56

Yeah.

kasim: 00:20:57

Now we're not doing that.

kasim: 00:20:57

We're casing all of that to come for the sprint.

kasim: 00:21:00

And when you case a change.

kasim: 00:21:02

You have to do an internal, what I would call an impact report.

kasim: 00:21:05

How does this change stack up against the 10 other changes that I plan on?

kasim: 00:21:08

So it didn't get easier.

kasim: 00:21:10

It's not like, oh, we get to optimize our time and make all of our changes.

kasim: 00:21:13

Every three weeks.

kasim: 00:21:13

We're not waiting for three open the hood and be like, all right,

kasim: 00:21:16

I'm gonna do these 15 things.

kasim: 00:21:17

Let's look at this, monitor it, decide what it is we're gonna do.

kasim: 00:21:20

It's so much harder because now there's a multi-variate problem.

kasim: 00:21:23

It's not like I get to make a change and see the impact,

kasim: 00:21:25

it's come up with every improvement that needs to happen on this campaign.

kasim: 00:21:28

And then.

kasim: 00:21:29

Think through how each of those improvements is gonna tie in with

kasim: 00:21:32

each other and themselves, this horribly complex web it's more

kasim: 00:21:36

difficult than it's ever been.

kasim: 00:21:38

And if people are paying us to make changes, go, there's so many

kasim: 00:21:41

software applications, PPC, samurai.

kasim: 00:21:43

We used to use PPC samurai.

kasim: 00:21:45

I've got friends, close friends who I love dearly by the way.

kasim: 00:21:47

So I'm not bashing them.

kasim: 00:21:48

They build in.

kasim: 00:21:49

Changes intentionally to show a high change history because they're tired of

kasim: 00:21:53

having this conversation with clients.

kasim: 00:21:54

So we could do that exact same thing I could automate

kasim: 00:21:56

arbitrary and worthless changes.

kasim: 00:21:58

Just so change history looks really robust.

kasim: 00:22:00

I could show you 500 changes a day.

kasim: 00:22:02

The changes don't matter at all.

kasim: 00:22:03

So if you're trying to hire somebody to make changes, go hire a nephew, put 'em

kasim: 00:22:06

through a, a weekend, Google ADSD course.

kasim: 00:22:08

He'll make all the changes you want.

kasim: 00:22:09

Like God bless you.

kasim: 00:22:09

I'm rooting for you.

kasim: 00:22:11

That got way more aggressive than I meant for it to be.

kasim: 00:22:12

Who else has reasons PAX campaigns fail?

kasim: 00:22:15

Yeah, I have one.

kasim: 00:22:16

No okay, so we are doing our job, right?

kasim: 00:22:19

We have one job to structure Google page, right.

kasim: 00:22:23

So we are doing our part right.

kasim: 00:22:24

We are not tracking how the user is behaving when he goes on the website.

kasim: 00:22:30

So my thought process is there is one user converts.

kasim: 00:22:33

It's 50% like we can give credit 50% goes to Google ads and

kasim: 00:22:38

then 50% goes to the website.

kasim: 00:22:39

But in most of our clients doesn't track or doesn't watch

kasim: 00:22:43

how user behaves on their website.

kasim: 00:22:46

So so right now, what I'm doing with my Legion clients or some E eco clients

kasim: 00:22:50

is that I'm trying or I'm convincing decline to install Microsoft clarity.

kasim: 00:22:55

So what Microsoft clarity does, it's a free software from Microsoft, which get.

kasim: 00:23:01

Scroll map, I think then recordings and then click tracking.

kasim: 00:23:05

So once a user lands on the site, it tracks the user behavior.

kasim: 00:23:10

It's important because.

kasim: 00:23:12

We get more data.

kasim: 00:23:13

Like where users leaving like on web stage?

kasim: 00:23:16

Let's say we have seen 30% of our visitors or our users when to add to

kasim: 00:23:21

card and then they leave the page.

kasim: 00:23:23

So we can go on, add to card and check what's the problem,

kasim: 00:23:26

like where people are leaving.

kasim: 00:23:28

What's the drop of and we can try to optimize that step or else.

kasim: 00:23:32

Using a landing page so we can check where people are.

kasim: 00:23:35

So where are the heat maps?

kasim: 00:23:36

Where they are spending their time, like on which part of this website.

kasim: 00:23:40

Then we can work on that, like our CTAs schedule free appointment.

kasim: 00:23:44

We will not get that data in Google ads or Google analytics, but in

kasim: 00:23:48

Microsoft clarity or other hate map softwares, we will get that data.

kasim: 00:23:52

And then we can work on improving our CTA.

kasim: 00:23:55

We can change the CT and we can, again, check what's the heat map

kasim: 00:23:59

for that section or for that CT.

kasim: 00:24:01

And then we can work on that.

kasim: 00:24:03

So, I think we should.

kasim: 00:24:04

And most of our clients do that, but we should track our user behavior,

kasim: 00:24:08

user behavior on our website.

kasim: 00:24:10

It's funny because Google ads, it used to be so bottom of the funnel, all

kasim: 00:24:14

you had to do was track conversions, and then you knew what was happening

kasim: 00:24:17

because performance max is full funnel.

kasim: 00:24:19

You actually have to track the efficacy of the funnel, which is something that

kasim: 00:24:22

Google ads agencies aren't used to doing.

kasim: 00:24:24

What the other thing I think is interesting is Zhar, you're one of

kasim: 00:24:26

the smartest people I've ever known.

kasim: 00:24:27

I truly respect and value you, but the fact that you're pushing a Microsoft

kasim: 00:24:31

product, man, it just makes me wonder, like, if you've crossed over to there's

kasim: 00:24:33

something wrong or , it is free.

kasim: 00:24:35

That's why I'm promoting I think that's a really good point.

kasim: 00:24:37

I think that people tracking the efficacy of their funnel because performance

kasim: 00:24:40

max, if it dies on the entry level steps, and you're just tracking inside

kasim: 00:24:45

of Google ads, you're never gonna know.

kasim: 00:24:47

Yeah.

kasim: 00:24:47

And I've seen a lot of website.

kasim: 00:24:49

So that is one Rule we should follow.

kasim: 00:24:51

When we are like promoting a landing page or a website, we

kasim: 00:24:54

should optimize our above the fold.

kasim: 00:24:57

So above the fold means the section that you land on first or section

kasim: 00:25:01

that you see first on the website.

kasim: 00:25:03

So you should always optimize, or you should always match.

kasim: 00:25:06

The ad copy that you are using in the ad and what is on the landing page?

kasim: 00:25:10

So let's say on ad copy, we are saying 15% off on chainsaw and on

kasim: 00:25:16

website, we are on above the fold.

kasim: 00:25:18

We are not promoting it there is nothing mentioning 15%.

kasim: 00:25:21

On chainsaw, then that's a mismatch, right?

kasim: 00:25:24

So I think people don't look at it.

kasim: 00:25:27

It's important to match the value proposition in ads and on the landing.

kasim: 00:25:32

Can we push UTM parameters per asset group?

kasim: 00:25:35

No.

kasim: 00:25:35

Cause that would be cool.

kasim: 00:25:36

Cuz then you could just do dynamic text insertion, grab the UTM and

kasim: 00:25:39

then modify the promo by asset group.

kasim: 00:25:42

Why man, that doesn't make any damn sense to me.

kasim: 00:25:44

Why can't we push UTM by asset?

kasim: 00:25:45

That feels like an easy that's.

kasim: 00:25:46

I mean they already have mechanism problems.

kasim: 00:25:48

You can't see asset group performance.

kasim: 00:25:50

You can see the channel source for the convergence.

kasim: 00:25:53

You don't even know, where is your money going before that

kasim: 00:25:56

you have so many things to have.

kasim: 00:25:57

I wonder if we couldn't hack it, like if we used a really special string of

kasim: 00:26:02

characters in every headline description and I guess text for images doesn't apply.

kasim: 00:26:08

So just, but hear me through use a special string of characters for

kasim: 00:26:10

every headliner description of Emory.

kasim: 00:26:12

That gets pushed through on the UTM parameters, cuz you can include

kasim: 00:26:15

ads and UTM, as an include file.

kasim: 00:26:17

And then on page, you now capture that special line and then proxy it

kasim: 00:26:23

saying, oh it's whatever line it is.

kasim: 00:26:25

So this is the 15% off.

kasim: 00:26:27

Asset group, it's a wacky ass roundabout, but I think we could

kasim: 00:26:30

make it look if we wanted to.

kasim: 00:26:31

And actually what we could do there is we could start to see

kasim: 00:26:34

which asset group we could see.

kasim: 00:26:35

Asset group performance.

kasim: 00:26:36

You could build your own internal analytics tool around

kasim: 00:26:38

asset group performance.

kasim: 00:26:39

It would work way better with search and DSA.

kasim: 00:26:41

It probably wouldn't work for display.

kasim: 00:26:43

How are display assets working DSA?

kasim: 00:26:45

And this is you cannot define helpline.

kasim: 00:26:47

So you would only have the search, but you can define descriptions.

kasim: 00:26:50

Yeah.

kasim: 00:26:51

But I guess the description doesn't come through the UTM is what you're saying.

kasim: 00:26:53

So you're right.

kasim: 00:26:54

I'm wrong.

kasim: 00:26:54

I don't know.

kasim: 00:26:55

I don't know either if somebody's watching this who's way better

kasim: 00:26:57

at analytics than we are.

kasim: 00:26:58

Let us know if this is something that anyway yeah, I think this was great.

kasim: 00:27:01

Last words to the strategist.

kasim: 00:27:02

How do y'all feel PAX?

kasim: 00:27:03

There's a bunch of now here's the thing is there's a bunch of, we're

kasim: 00:27:06

trying to show you our PAX fill points.

kasim: 00:27:07

That doesn't mean don't use it.

kasim: 00:27:08

Like I still think it's the most powerful marketing mechanism

kasim: 00:27:10

I've ever seen in my entire life.

kasim: 00:27:11

It's like when you give a toddler a super soaker, you stuff's gonna get wet.

kasim: 00:27:16

You know what I mean?

kasim: 00:27:16

You have to know how to use it.

kasim: 00:27:17

So last words to the strategists going around, any, any closing

kasim: 00:27:20

words for our listeners or viewers.

kasim: 00:27:22

I was gonna say whatever you do, don't talk about.

kasim: 00:27:25

One product or service in one headline and a different product or

kasim: 00:27:28

service in a description because the algorithm is not great at matching

kasim: 00:27:32

up headlines and descriptions to the right product and service.

kasim: 00:27:35

That's a rookie mistake that we made in the early stages of PEX.

kasim: 00:27:39

Yeah.

kasim: 00:27:40

It's an easy one to make too.

kasim: 00:27:41

I think everybody who launches a new PAX campaign, they're just, it's

kasim: 00:27:44

just hard to get acclimated to how flexible all of those things are.

kasim: 00:27:47

Yeah.

kasim: 00:27:48

You wanna think about.

kasim: 00:27:49

What's being searched for, and then only talk about those

kasim: 00:27:52

things in that asset group.

kasim: 00:27:53

So unfortunately you do have to have asset groups that are divided by your products

kasim: 00:27:57

or product categories or services.

kasim: 00:27:59

Well said, phone, car, closing words yeah.

kasim: 00:28:01

Work on ad copy because performance max is full funneled, right?

kasim: 00:28:05

Doesn't mean that you have to work on ad copy.

kasim: 00:28:08

If you just use bottom of the funnel ad copy like product specific.

kasim: 00:28:12

If you write just product specific ad copy, it'll not give unaware audience.

kasim: 00:28:17

They don't know what you sell or what product you have.

kasim: 00:28:20

You can create classic groups or else try to.

kasim: 00:28:23

Combine headlines description and long headlines cater to all the audience, like

kasim: 00:28:28

a never audience, product aware audience, and then bottom of the funnel audience.

kasim: 00:28:32

That's a great note.

kasim: 00:28:33

. What's the old cliche features tell benefit sell.

kasim: 00:28:36

Well said FA last word.

kasim: 00:28:38

Okay.

kasim: 00:28:38

It's it's mid June.

kasim: 00:28:40

You have 15 days whether you like it or not, PAX would be

kasim: 00:28:43

the only option you'll have.

kasim: 00:28:44

So, yeah, especially Freecom well, local too, right?

kasim: 00:28:47

PAX is replacing local.

kasim: 00:28:48

Is it in July or is it later?

kasim: 00:28:50

August.

kasim: 00:28:51

Okay.

kasim: 00:28:51

So smart.

kasim: 00:28:52

Shopping's going away.

kasim: 00:28:53

All local campaigns are going away and performance max, do

kasim: 00:28:55

you think they'll take DSA?

kasim: 00:28:57

Hope not, I don't know.

kasim: 00:28:58

I don't know the industry.

kasim: 00:28:59

Like I think they're gonna take away everything.

kasim: 00:29:02

So we should definitely be ready.

kasim: 00:29:04

The keyless future.

kasim: 00:29:05

Cool.

kasim: 00:29:06

Y'all did a great job.

kasim: 00:29:07

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