Are You Hurting Your YouTube Ads?

[00:00:11] John: Like, you know what I, I want the world to know this. I think that this is something that maybe some agencies have been combating. What this means is, Google is losing its tracking capability more and more frequently. Google's not gonna mention this, we're not gonna hear about it anywhere else, but we're starting to see this more often, that when we run on mer, if you look at good non-brand cold traffic, scalable campaigns, what we're doing instead of Google is not having the proper credit attuned to what we know should be.

[00:00:44] John: Hey everyone. John around here with Solutions eight, and today we're gonna be talking about how Google Ads sucks and its own attribution tracking . So Google Ads, you can use as many different attribution models you do. First click, last click time decay linear, doesn't really matter. Uh, they've all been actually working less efficiently lately and acting more like last click.

[00:00:58] John: What I mean by that is we have actually, , seen this more and more recently, that one click attributed campaigns that are designed to be one click attributed campaigns, whereas standard shopping or inbound search, dsa, whatever. When it doesn't remarket its own traffic, it actually doesn't give a lot of credit.

[00:01:12] John: So again, one of my, , videos that I posted last Friday was about MER media efficiency ratio. All cash in, all cash out. That becomes more and more than normal lately, as Google is having less and less attribution to the actual campaigns that are working and more towards what just happened recently, kind of like analytics.

[00:01:27] John: We're using Google Ads conversion track for this client here. We're actually using at the time, a first click attribution. So here's what's amazing. , walk you. What we've actually been seeing more recently and why MER is actually really important. So I'll prove it to you here.

[00:01:40] John: If I go into the change history of this client and I just look at, , today, for example. You'll see, I dunno why I show zero. You'll see that actually went from first click to data driven on the purchase conversion action. I did that at one o'clock today it's only four 30, so it's not that long ago. But here's what we saw is in this campaign, , in the last three days, just for a quick example, , we know that everything's working well.

[00:02:01] John: We have 2,400 in, , 8,700 out. So. Really good roaz, you know, it's 360 1. Great. Here's what's interesting though. Standard shopping actually has zero conversions and zero conversion value for $247. Hmm. That's odd because we're looking at Norphine, the attribution tool, where we're looking at just converting paths that have what they call click only.

[00:02:20] John: We can see that in the last, , three days, January 1st of the third, same date range here, January 1st of the. I can see that my standard shopping had a click and then they came back through what they call the search purchase intent. One person took that one path and spent $254. So I know that this person came into the brand new campaign that just started and got a click and got a conversion, and I was running on first click during this time.

[00:02:42] John: So first click. Should have given all of the attribution back to standard shopping. It didn't. It gave all of the attribution to my search purchase intent, which is still doing really well. But now this campaign looks like it spent $247 made 0 cents. So what this means is that Google is losing it's tracking capability more and more frequently.

[00:03:04] John: Google's not gonna mention this, you're not gonna hear about it anywhere else, but we're starting to see this more often, that when we run Mount Mer, you look at good non-brand cold traffic, scalable. You're going to see an increase in efficiency regardless of what Google Ads says internally. So why is this important?

[00:03:19] John: So all the good marketers out there that are been kind of scratching their heads lately and say, well, why is brand the only thing that working and why is my, my why does my remarketing actually work a little bit less? And why is it more less click attributed where all of these things like YouTube and standard shopping or anything on the first click attributed networks or first click, um, important networks are starting to lose their ef.

[00:03:40] John: And this is actually something that we've been seeing as well. And so we still, we've gotta go back to our, our roots. We know that if. Relevance search terms, if they're good traffic, if they're of the right audience, demographic, good, you know, affinity in-market audience, and whatever it may be.

[00:03:56] John: . That will usually result in sales regardless of what Google Ads says, because Google is not convert. The, I'm sorry, is not attributing properly. So Norian became more important to us recently because of this fact.

[00:04:07] John: But also it should become more important for you to know this because what you're doing is still working. Google's just kind of turning into iOS and yes, we have enhanced conversions on and we do have a 90 day attribution window and it was using first click. So yeah, it's been starting to get a little bit more, um, lackluster lately where the campaigns like Performance Max, that kind of over attribute itself potentially are starting to steal a little bit more of the Good Wholesome standard campaign.

[00:04:39] John: Bad people have been running. So just got some food for thought there that I saw this today and I'm like, you know what? I, I want the world to know this. I think that this is something that maybe some agencies have been combating clients lately on versus says, no, no, no, this is working. Don't turn off that row as is not realistic or that CPA is under attributed.

[00:04:56] John: , this just a really good. Indicator that what we're doing instead of Google is not having the proper credit intruded to what we know should be. So, , hopefully it take something of the waveness. Hopefully it kind of makes you think differently about your campaigns and think differently about cold traffic.

[00:05:10] John: That probably is pretty scalable even though Google says you are a bad marketer. , thank you so much. It's general solution. Say, I'll see you next time.