The complete conversation, in order. 5,431 words.
Speaker [00:00:11] We have created a standard operating procedure for performance max
Speaker [00:00:14] And when I say we, I mean, John really John has created
Speaker [00:00:17] a, an SOP for performance max
Speaker [00:00:19] I'm so excited about this
Speaker [00:00:20] I think it's a massive, big gaping hole in the industry
Speaker [00:00:24] Uh, as of yet, there's really no scaffolding around the
Speaker [00:00:27] decisions that you're making
Speaker [00:00:28] Um, so we wanted to share this with the world, um, with the obligatory
Speaker [00:00:33] disclaimer, and you already know what it is, I'm gonna say, but I'm gonna
Speaker [00:00:35] say it anyway, because if I don't, I still get the comments or, you know,
Speaker [00:00:39] we get our feet held to the fire
Speaker [00:00:40] Like, well, you, you promised, um, this is, this is a set of
Speaker [00:00:45] guidelines that should be viewed as very, very loose recommendations
Speaker [00:00:50] that are meant to be broken
Speaker [00:00:53] As often as not depending on your industry, competitive market, et cetera
Speaker [00:00:57] So, uh, this is not gospel
Speaker [00:01:00] This is just a, when in doubt, set of guidelines
Speaker [00:01:06] Um, and, and, uh, I'm gonna reference the dis this disclaimer often
Speaker [00:01:12] I, I feel, but I I've gotten it out
Speaker [00:01:14] So, uh, oh, I guess the other thing that I should say is this is probably gonna
Speaker [00:01:17] 30 days ago, we were telling everybody start with maximize conversions today
Speaker [00:01:21] We're telling everybody start with maximize conversion value it's because
Speaker [00:01:24] we learned it's because we learned when we were saying start with maximize
Speaker [00:01:27] conversions it's because the campaigns that we use maximize conversions, uh,
Speaker [00:01:30] with were more successful, faster, but then we realized that long
Speaker [00:01:36] term the optimization was limited
Speaker [00:01:38] So
Speaker [00:01:39] You know, now it's a question of, well, do I need to prove concept quickly
Speaker [00:01:42] or do I want to optimize over time?
Speaker [00:01:44] And because we're an agency that's working towards customer retention, we
Speaker [00:01:46] wanna optimize over time, but that's a good example of, you know, there's
Speaker [00:01:49] other things that we might be doing
Speaker [00:01:51] Um, now that we could find out, you know, days, weeks, months, years
Speaker [00:01:56] from now, our , we might recommend, uh, uh, an alternative for
Speaker [00:02:01] So, um, I, I ask for your grace
Speaker [00:02:04] All right
Speaker [00:02:05] That's enough
Speaker [00:02:05] Um, here's the beginning of the standard operating P
Speaker [00:02:08] Every performance max campaign is gonna be built with, uh, this
Speaker [00:02:12] general set of guidelines and I'll go through them in sequence
Speaker [00:02:15] The very first one is how do I separate my asset groups?
Speaker [00:02:17] That's how that's, you know, one of the big questions that we get asked
Speaker [00:02:19] all the time for us, it's by product or service category, um, for lead generation
Speaker [00:02:24] service category, obviously, but for, for e-com, uh, you're gonna separate
Speaker [00:02:27] your asset groups by product category
Speaker [00:02:28] This is just the most obvious it's the most basic, it's the easiest thing to do
Speaker [00:02:31] Um, it requires the least amount of thought and most
Speaker [00:02:35] most businesses already have their product categories defined and delineated
Speaker [00:02:40] So it allows us to kind of like live into their presence and existing structure
Speaker [00:02:44] Um, and that's not, you know, that's helpful not just with product categories
Speaker [00:02:48] and, and you know, their, the, the tree that they have built, um, you know,
Speaker [00:02:53] their, their supposed product site
Speaker [00:02:55] It's also helpful because they generally, uh, separate their media and assets and,
Speaker [00:02:59] and marketing materials that way too
Speaker [00:03:01] So, uh, separate asset groups by product categories
Speaker [00:03:03] Now here's where things get interesting
Speaker [00:03:05] You're gonna replicate the asset groups by each distinct
Speaker [00:03:08] and applicable audience signal
Speaker [00:03:10] So if you have five product categories and five audience
Speaker [00:03:12] signals, you have 25 asset groups
Speaker [00:03:14] Here's what that means
Speaker [00:03:15] If you're selling shoes, which is one of John's favorite examples, um,
Speaker [00:03:20] one audience signal might be, um,
Speaker [00:03:27] Let's say you you're selling shoes and, and you have, uh, dressed shoes for,
Speaker [00:03:31] uh, people that are going to a wedding
Speaker [00:03:33] Um, so you've got wedding shoes
Speaker [00:03:35] Are there wedding shoes?
Speaker [00:03:36] There are for this example, uh, the audience signal here
Speaker [00:03:40] If you were to do an InMarket, uh, audience for people who are shopping
Speaker [00:03:44] for wedding dresses, a separate audience signal, wouldn't be somebody
Speaker [00:03:48] who's visited the David bridals
Speaker [00:03:50] Those would be potentially in theory, the same audience signal, depending
Speaker [00:03:52] on how granular you want to go
Speaker [00:03:54] And then a subsequent audience signal, um, again on shoes might be people
Speaker [00:03:58] who are, uh, in the job market
Speaker [00:04:00] You know what I mean?
Speaker [00:04:01] Like you're gonna, you're gonna choose audience signals and make sure
Speaker [00:04:04] that they're distinctly separate
Speaker [00:04:06] So the way that you're targeting the audience signal can be bundled inside of
Speaker [00:04:11] a separate inside of the same asset group
Speaker [00:04:13] Um, and then you're gonna separate the audience signals thematic
Speaker [00:04:17] and then you're gonna take every audience signal that applies to
Speaker [00:04:19] all of your product categories
Speaker [00:04:20] So, you know, maybe you have
Speaker [00:04:22] Towed shoes, high heeled shoes, uh, big and tall shoes or whatever
Speaker [00:04:26] And you're like, all right, do all of these apply to people?
Speaker [00:04:28] Go into weddings
Speaker [00:04:28] Yes
Speaker [00:04:29] Cool
Speaker [00:04:29] I've got, um, you know, that's, uh, all five of these are replicated one
Speaker [00:04:33] time for that, uh, audience signal
Speaker [00:04:35] And then I move on to my next audience signal
Speaker [00:04:37] I hope that made sense
Speaker [00:04:38] I bumbed through that, but I think I got there
Speaker [00:04:40] Um, you're gonna have a combined asset group, which has all of your
Speaker [00:04:44] products to all of your signals
Speaker [00:04:46] This is where we're going
Speaker [00:04:47] Google, give me all the data you
Speaker [00:04:50] Give me everything
Speaker [00:04:51] Um, and then you're also gonna have a combined asset groups to
Speaker [00:04:53] where you're gonna have all of your products to each individual signal
Speaker [00:04:57] So, and we wanna play this all product game because you wanna see, uh, you
Speaker [00:05:00] wanna see what the cross pollination looks like on a signal and product basis
Speaker [00:05:03] Now you might run out of asset groups and if that's the case, you now have to begin
Speaker [00:05:08] making some hard decisions as to which product categories and which audience
Speaker [00:05:12] signals you think are most viable
Speaker [00:05:13] And, and that's the way to do it
Speaker [00:05:15] Build a hierarchy
Speaker [00:05:16] And to be honest with you, Guess guess it, it, you know
Speaker [00:05:19] Okay
Speaker [00:05:20] Well, I think we're, you know, the, the, the, the wedding
Speaker [00:05:21] shoes have real high margin
Speaker [00:05:22] I'd love to see if we can make that work awesome
Speaker [00:05:24] But my hiking boot super low margin, and, you know, we're
Speaker [00:05:27] not very competitive there
Speaker [00:05:28] So I might deprioritize that in a couple of different places
Speaker [00:05:31] Um, We're always gonna turn final URL expansion on, unless you have
Speaker [00:05:36] extreme cases, uh, or, or a very strong reason not to do this
Speaker [00:05:41] However, within final URL expansion, don't forget to exclude URLs that
Speaker [00:05:45] for whatever reason you don't think, um, should capture traffic
Speaker [00:05:48] I'd be very careful there
Speaker [00:05:49] I have another video on final URL expansion to the fact that we're
Speaker [00:05:53] converting off of URLs and I never expected to convert off of a B
Speaker [00:05:58] and we can't, we can't see this in Google ads, but you can kind of
Speaker [00:06:01] piece it together with analytics
Speaker [00:06:02] You see pages that aren't conversion pages that, that feel dangerous word to use
Speaker [00:06:08] in a data driven environment that feel like they contribute to the conversion
Speaker [00:06:12] So testimonials case studies about us, mission, vision values, giving back those
Speaker [00:06:15] types of pages where, okay, they're not converting off of that page, but gosh,
Speaker [00:06:17] it sure feels like on my conversion path, people that land on those pages
Speaker [00:06:22] are more likely to convert later
Speaker [00:06:23] So I would, I would caution you against
Speaker [00:06:25] Being too aggressive with your UL exclusions, but don't forget to use 'em
Speaker [00:06:29] Um, we're gonna use maximize conversion value and you're not gonna have a
Speaker [00:06:34] TRO as there's an exception to this
Speaker [00:06:36] Google told us recently that if you apply no TRO as the system automatically
Speaker [00:06:42] applies a TRO as of 200%, which is really frustrating by the way
Speaker [00:06:49] And also very stupid
Speaker [00:06:50] Um, if I wanted a 200
Speaker [00:06:52] TRO as, and I would've applied it 200% TRO as if your TRO as is under 200%
Speaker [00:06:58] And then I were talking to a client about this yesterday
Speaker [00:07:01] They have a break, even target
Speaker [00:07:03] They're like, look, if you can go one to one, um, we're in great shape,
Speaker [00:07:08] cuz their retention is so strong
Speaker [00:07:10] So if your TRO as is under 200% set a TRO as if it's not set, no TRO as you're going
Speaker [00:07:16] to be spending it efficiently on purpose
Speaker [00:07:19] You're gonna spend four to six weeks potentially longer,
Speaker [00:07:25] possibly overinvesting inside of this market, but this is the only way that
Speaker [00:07:28] Google's gonna go figure out what product categories work with, what asset groups
Speaker [00:07:32] So realize that you're not spending here to buy customers
Speaker [00:07:35] You're spending here to learn and, um, it's funny because that, that was a
Speaker [00:07:40] pretty consistent narrative in old school advertising radio, television newspaper
Speaker [00:07:45] It was, yeah, we're gonna do the first season is gonna figure out, you
Speaker [00:07:47] know, what, what placements workforce and the second season will, we will
Speaker [00:07:50] get a little bit more efficient
Speaker [00:07:52] We've been spoiled by digital marketing and, and we're kind of back there now
Speaker [00:07:55] So this is, this is, so this is a pill we've all had to swallow in the past
Speaker [00:07:59] Not that any of us were alive back then, but you know what I mean?
Speaker [00:08:02] Um, humanity has had to contend with this before
Speaker [00:08:04] Uh, you're also gonna include all product
Speaker [00:08:07] Unless there are potential fulfillment issues
Speaker [00:08:09] That's the one big caveat
Speaker [00:08:10] If you ever think you're gonna run outta something, PAX is a scale machine
Speaker [00:08:14] Don't
Speaker [00:08:15] Teach Google how to sell something
Speaker [00:08:16] You're not gonna be able to sell it kills campaigns
Speaker [00:08:18] It's such a nightmare
Speaker [00:08:19] And you know, it's funny cause I bring this up on sales conversations
Speaker [00:08:22] I'm like, all right, so no fulfillment issues at all
Speaker [00:08:24] Like, oh gosh, as much as you can sell, we can get a lot of hoorah
Speaker [00:08:27] And then all of a sudden we start selling stuff and I'm
Speaker [00:08:29] like, Hey, we ran out of product
Speaker [00:08:31] Skews am four and nine
Speaker [00:08:33] And it's just like, well, we talked about this and you lied to me
Speaker [00:08:36] So these are the best practices again
Speaker [00:08:40] mild suggestions, by the way, they're all in one PAX campaign
Speaker [00:08:43] I guess I haven't said that because it's sort of implied
Speaker [00:08:47] We're not separating PAX campaigns, we're using one PAX campaign
Speaker [00:08:49] And then there's a reason to separate PAX campaigns later
Speaker [00:08:52] Let me move my face
Speaker [00:08:53] Now you are going to build this and you are going to run it for six
Speaker [00:08:58] weeks, plus whatever the client's time lag is or whatever your time lag
Speaker [00:09:04] is, if you don't know your time lag
Speaker [00:09:07] then you don't know what this number is, and you're just gonna have to figure that
Speaker [00:09:11] out on the heels of performance, max
Speaker [00:09:13] So if you're a brand new, uh, advertiser, then I don't even wanna tell you to guess,
Speaker [00:09:21] because it's pretty difficult to determine many instances, but, um, if you run
Speaker [00:09:26] campaigns prior to especially smart shopping, uh, because performance
Speaker [00:09:29] max and smart shopping operate in similar ecosystems in terms of their
Speaker [00:09:33] multichannel distribution, then your time lag instead of smart shopping,
Speaker [00:09:36] I think should be pretty analogous to your time lag instead of performance
Speaker [00:09:39] Max, I don't have data to tell you that that, that they're, you know,
Speaker [00:09:41] pair pursue, but I'm just kind of assuming that that's the case
Speaker [00:09:44] So take six weeks plus your time
Speaker [00:09:47] Plus your performance timeline
Speaker [00:09:49] Uh, this is especially true for lead generation, but can
Speaker [00:09:52] be true for high ticket econ
Speaker [00:09:54] You know, we've got somebody in the medical device space and they
Speaker [00:09:56] have $30,000 medical devices
Speaker [00:09:58] People don't buy those right outta the gate, you know, it's six weeks
Speaker [00:10:02] to, uh, allow the campaign to
Speaker [00:10:05] to learn, reach stasis, and then you have to wait the time lag period, because the
Speaker [00:10:12] time lag is the amount of time it takes for, um, uh, the marketing endeavor to
Speaker [00:10:16] start showing what it can, what, what happened in the past to come to fruition
Speaker [00:10:20] and then your performance timeline
Speaker [00:10:23] Here's what this means
Speaker [00:10:24] If you're not a little scared of this, by the way, then you're not paying attention
Speaker [00:10:28] We're gonna, this has never been the case with Google ads ever
Speaker [00:10:31] We're gonna build it
Speaker [00:10:32] We're gonna launch it
Speaker [00:10:32] We're not gonna touch it for what could amount to, for some advertisers months
Speaker [00:10:38] Yikes
Speaker [00:10:40] I'm telling you, we have a dozen, some odd case studies now showing
Speaker [00:10:47] that this is necessary and the people that want to go play tinker, tinkerer,
Speaker [00:10:52] tinker bell, the people who wanna go play tinker bell are gonna are
Speaker [00:10:55] You just reset, learning you kill PAX
Speaker [00:10:58] Um, you have to let it be, I wanna sit here and just stew in that message
Speaker [00:11:06] You have to let performance max learn
Speaker [00:11:08] You have to let it be
Speaker [00:11:10] Um, every time you make a change, it resets everything and, and that's only,
Speaker [00:11:16] that's not entirely true, but it's, it's worth believing that it is true
Speaker [00:11:23] Um, I've heard it said that, you know, I, I don't believe in God, but
Speaker [00:11:29] no matter what I act as though he exists because regardless of whether
Speaker [00:11:33] or not he does exist, it's just good for me to, to act in a fashion
Speaker [00:11:37] Uh, that keeps me right with the world as extreme as that example is, that's the
Speaker [00:11:43] way I want you to look at performance max, you make a change, it resets learning
Speaker [00:11:47] Um, the other thing that I'll say before I move on is the amount of money you spend
Speaker [00:11:54] is gonna be dictated by the amount of product categories
Speaker [00:11:56] You have, the amount of audience signals you're targeting and
Speaker [00:11:58] how competitive your market is
Speaker [00:11:59] And there's no way for me to tell you what that is
Speaker [00:12:02] Um, if you've been running Google ads in the past, you
Speaker [00:12:04] probably have a pretty solid
Speaker [00:12:07] And that probably will carry over from all the campaigns that
Speaker [00:12:09] performance max is gonna steal from
Speaker [00:12:11] If you have it, you're gonna have to go figure that out
Speaker [00:12:12] It's a hundred dollars a day at a minimum, but a hundred dollars a day,
Speaker [00:12:16] probably isn't enough to support 25 asset groups in a competitive market
Speaker [00:12:20] So you, you're gonna start to see, you know, where you're making a
Speaker [00:12:24] splash and where you're not at all
Speaker [00:12:26] So you build a performance, max, you follow these SOPs
Speaker [00:12:29] You wait this amount of time, which by the way, I would love for any of you SP
Speaker [00:12:34] for, for those of you, who've actually been successful with performance,
Speaker [00:12:36] max, you arm, chair, theorists
Speaker [00:12:39] I don't care what you have to say
Speaker [00:12:40] The people that have been successful with performance max, I'd like to
Speaker [00:12:42] see if you disagree with any of this
Speaker [00:12:44] This is a set of logical and educated assumptions based off of what all of
Speaker [00:12:48] our strategists cm specialists have said combined with John's leadership
Speaker [00:12:53] And this is the output, which is pretty solid by the way, we have $54 million
Speaker [00:12:58] In ad spend under management
Speaker [00:13:00] And most of it now is headed in the performance max direction
Speaker [00:13:03] So I think we have a lot of data, but I I'm still interested in
Speaker [00:13:06] being informed by other people on the outside because some of this
Speaker [00:13:09] could very, just be self fulfilling prophecy, echo, chamber, whatever
Speaker [00:13:13] this is the best we can do for now
Speaker [00:13:14] Now you've run your PAX campaign
Speaker [00:13:16] You've waited the adequate time
Speaker [00:13:19] Super important
Speaker [00:13:20] You've waited the adequate time now, what do we do if, and I'll actually
Speaker [00:13:25] start from the right and move to the left because it gets more
Speaker [00:13:28] if you're not meeting your Roaz goals, uh, which it, which
Speaker [00:13:33] case the budget is negligible
Speaker [00:13:36] Um, if you're not meeting your Roaz goals, then you need to figure out why
Speaker [00:13:42] And this feels very passive aggressive, but the problem here
Speaker [00:13:45] y'all is there's no S O P for this
Speaker [00:13:49] there can't be
Speaker [00:13:50] If there was, I wouldn't have a job, like we wouldn't have an agency,
Speaker [00:13:53] there's a hundred billion reasons why this could potentially be the case
Speaker [00:13:57] Um, and, and a lot of 'em aren't even in the Google ads ecosystem,
Speaker [00:14:00] like it could be on site issues, um, visibility, competition pricing,
Speaker [00:14:05] uh, go to market strategy messaging
Speaker [00:14:07] So if you're not meeting your Roaz goals after having waited
Speaker [00:14:11] the adequate timeline, um, then
Speaker [00:14:15] you need somebody who actually knows what the hell they're
Speaker [00:14:17] doing to review and diagnose
Speaker [00:14:19] It might mean cuz performance max can fail
Speaker [00:14:21] It might mean that you just need to lean into more traditional campaign types
Speaker [00:14:25] Now,
Speaker [00:14:29] one of the questions that I got when I presented this to we'll call it a sounding
Speaker [00:14:35] board was, well, if I'm not meeting my RO as goals, I don't have a TRO as applied
Speaker [00:14:39] So can I just apply the TRO as you sure can
Speaker [00:14:43] That's after you're learning, um, after you're learning
Speaker [00:14:48] So once applying T RO as if you're still not meeting a RO as goals, now
Speaker [00:14:52] we need review and diagnosis and then lean into more traditional campaigns
Speaker [00:14:58] If you're meeting a RO as goals, but you're not meeting the budget,
Speaker [00:15:04] you come down and do this
Speaker [00:15:06] First you're gonna clone the entire PAX campaign
Speaker [00:15:08] This is gonna get real counterintuitive by the way, we had a bloody
Speaker [00:15:11] nerd war internally over this
Speaker [00:15:13] Uh, you're gonna clone the entire PAX campaign in the new PAX campaign
Speaker [00:15:19] You're gonna shut off all non-performing asset groups
Speaker [00:15:24] So the new PAX campaign only becomes your top performers in the old PAX campaign
Speaker [00:15:32] You're gonna shut off all of your performers
Speaker [00:15:34] This was the thing
Speaker [00:15:36] That scared the daylights out of everybody is, well, wait a minute,
Speaker [00:15:39] I have a campaign that's working
Speaker [00:15:40] I'm gonna take everything out of the campaign
Speaker [00:15:41] That's working and only turn on the things that aren't working
Speaker [00:15:44] And then I'm gonna create this new campaign with the things that are working
Speaker [00:15:47] But it stands to reason that because we've all seen this maybe only a
Speaker [00:15:51] billion times, uh, even when all things are equal, for whatever
Speaker [00:15:56] reason, those campaign types aren't necessarily treated as other equals
Speaker [00:15:58] So that was the fear
Speaker [00:16:00] We've tested it both ways
Speaker [00:16:02] And the new campaigns with the performing assets
Speaker [00:16:06] perform better while the old campaigns with the non-performing assets actually
Speaker [00:16:11] perform better with the old campaigns
Speaker [00:16:13] And let me tell you why
Speaker [00:16:14] I think this is, this is highly speculative by the way
Speaker [00:16:16] And I'm an idiot and I don't know what I'm talking about,
Speaker [00:16:18] but this is just my best guess
Speaker [00:16:19] I think if you take the old campaign that the original
Speaker [00:16:23] campaign, all the performing assets
Speaker [00:16:27] are the performers cuz they're they're the lowest hanging fruit
Speaker [00:16:29] So this old campaign went, tried against, you know, tried all of the asset groups,
Speaker [00:16:33] all the audiences, all the product categories figured out what worked
Speaker [00:16:36] and was able to make those work well
Speaker [00:16:38] When you turn those off, the original campaign has still has a wealth of
Speaker [00:16:44] data and still made a bunch of attempts against the non-performing assets
Speaker [00:16:48] So it's ability to make those assets perform greatly outpaces a brand new
Speaker [00:16:54] campaign with the non-performing assets
Speaker [00:16:56] So this isn't about the performing assets
Speaker [00:17:00] So far, what we've seen is they perform just as well in a clone campaign with
Speaker [00:17:02] everything else removed even better because they have dedicated budget
Speaker [00:17:05] This is about your non-performing assets
Speaker [00:17:07] If you want your non-performing assets to perform, then take away their big
Speaker [00:17:13] brothers, the, the, the assets that are performing even better, because
Speaker [00:17:17] they're the ones that are eating up all of the, all of the budget
Speaker [00:17:20] I hope that makes sense
Speaker [00:17:21] That's a theory
Speaker [00:17:22] I think it's a pretty good one, but it's just a theory
Speaker [00:17:24] So, um, new campaign
Speaker [00:17:29] Shut off all non-performers old campaign
Speaker [00:17:31] Shut off all performers and you have now effectively PAX sculpt
Speaker [00:17:37] Uh, one really quick note in your fire final URL expansion for both
Speaker [00:17:41] campaign types, you're gonna turn off all of the pages that apply to
Speaker [00:17:46] the products that have been removed from each of the PEX campaigns
Speaker [00:17:48] So the new campaign is gonna have all of the pages for that applied
Speaker [00:17:52] to any of the old, uh, uh, campaign products removed and vice versa
Speaker [00:17:57] Um, you wanna make sure that you're your
Speaker [00:18:01] keeping these things separate and from being incestuous
Speaker [00:18:04] And you're gonna do that until you're RO as is you're meeting your RO as,
Speaker [00:18:08] and you're meeting your budget, which incidentally is the, the third thing that
Speaker [00:18:11] could happen from a brand new campaign
Speaker [00:18:13] If you're meeting RO as, and you're meeting budget,
Speaker [00:18:18] drum roll, don't touch it
Speaker [00:18:20] Stop don't touch anything
Speaker [00:18:23] It's a crazy, don't mess with a good thing
Speaker [00:18:26] Cause everybody's like, oh my gosh, we're making a bunch of money
Speaker [00:18:28] What do we do?
Speaker [00:18:28] And the
Speaker [00:18:29] not a damn thing
Speaker [00:18:30] We're gonna sit and we're gonna watch it now
Speaker [00:18:32] Are there
Speaker [00:18:33] Optimizations that can be made
Speaker [00:18:34] Yes, of course
Speaker [00:18:35] Absolutely
Speaker [00:18:37] A lot of 'em are actually in campaign types outside of performance
Speaker [00:18:40] Max, you can start to see like, oh gosh, you know, this is working
Speaker [00:18:43] here and this is working there
Speaker [00:18:44] I'm gonna build a search campaign in order to push PAX more to search
Speaker [00:18:47] Um, there it's really fun when you get there, but in the very
Speaker [00:18:50] beginning, you're gonna optimize yourself out of performance
Speaker [00:18:54] So don't touch anything, uh, unless you really know what the hell you're doing,
Speaker [00:18:58] which really means that you're us
Speaker [00:19:00] Uh, More aggressive than I meant for it to be, but hopefully y'all know what I mean
Speaker [00:19:06] Um, you can sculpt lower performing asset groups
Speaker [00:19:09] Very, very, very, very, very carefully
Speaker [00:19:11] A lot of that is media, uh, copy imagery offer
Speaker [00:19:17] So there, there is some optimization to be had, but be real careful if you got a
Speaker [00:19:19] PAX campaign and all this is the things we've seen this happen, we've seen it to
Speaker [00:19:23] where it's like, oh, PAX is killing it
Speaker [00:19:25] And then
Speaker [00:19:26] The client comes in and starts pressing buttons, and then they tank it
Speaker [00:19:29] Uh, we have one client in particular and this is funny
Speaker [00:19:32] Uh, I'll go big for this one, one client in particular, we built
Speaker [00:19:36] a performing high performing PAX campaign for, and their Google rep
Speaker [00:19:40] Their dedicated Google rep came out and said, Hey, we should
Speaker [00:19:44] And we were like, no, we don't wanna do that
Speaker [00:19:46] And then they convinced the client to do it killed performance
Speaker [00:19:48] We brought it back, had to backtrack, redo everything that we did brought it back
Speaker [00:19:51] And then their dedicated Google rep had another
Speaker [00:19:55] And then we said, no, let's not do that
Speaker [00:19:56] And then they did it and it killed performance
Speaker [00:19:58] We brought it back
Speaker [00:20:00] Third time won will be the charm
Speaker [00:20:01] The client now understands that the Google reps
Speaker [00:20:03] not all they're cracked up to be
Speaker [00:20:06] Uh, you know, I, I I'm pretty mean on the Google reps
Speaker [00:20:08] It's, it's those, it's the lower level ones
Speaker [00:20:10] Some of the high level Google folks are freaking the
Speaker [00:20:12] smartest people I've ever met
Speaker [00:20:13] Now, if you have, if you're meeting rows and you're meeting
Speaker [00:20:17] budget and you want to increase your budget, you have two options
Speaker [00:20:21] Uh, it's based off of how much budget increase you, you, you plan on doing so
Speaker [00:20:27] Are you more or less than 50% of your daily spend?
Speaker [00:20:31] Um, If you were less than 50% of your daily ad spend, then you have a maximum
Speaker [00:20:37] of one budget increase every two weeks
Speaker [00:20:41] If you're more than 50% of your daily ad, spend a maximum of one
Speaker [00:20:44] budget increase every four weeks
Speaker [00:20:46] We're spreading this out
Speaker [00:20:48] Google
Speaker [00:20:49] In writing has said, we can take any amount of addin ad spend increase
Speaker [00:20:54] This is a lie
Speaker [00:20:56] This is a boldface unadulterated in capitals with underlying lie
Speaker [00:21:01] And it's shocking to me that it's, I I'll try to find a link if I can
Speaker [00:21:06] Um, it's crazy that they'd even say that this is how you increase
Speaker [00:21:09] budget, increase in weight, increase in weight, increase in weight
Speaker [00:21:13] And then at a certain point what's gonna happen is you're gonna find
Speaker [00:21:19] here, you're meeting raw
Speaker [00:21:21] You're not meeting budget
Speaker [00:21:22] And then you scroll down and you do this, and then it gets very cyclical
Speaker [00:21:26] Um, which I actually kind of like, it means the whole damn
Speaker [00:21:28] thing kind of makes sense
Speaker [00:21:29] So this is what it looks like, zoomed out
Speaker [00:21:32] Um, I'll include a link to this somehow
Speaker [00:21:36] And
Speaker [00:21:38] I hope that this is helpful
Speaker [00:21:40] I imagine this is gonna be very iterative and I'd love
Speaker [00:21:43] for y'all's input, by the way
Speaker [00:21:44] I mean this, all this, this is all so new
Speaker [00:21:46] So don't think just because you're smaller, just cuz you have one
Speaker [00:21:49] campaign that, you know, oh, there's no way I figured out stuff that they
Speaker [00:21:51] haven't, you would be surprised
Speaker [00:21:53] Everything that we figured out has come from
Speaker [00:21:56] Think about this
Speaker [00:21:57] It's all just individual
Speaker [00:21:59] Participation and inclusion
Speaker [00:22:00] It's, you know, a specialist figures this out and test this a strategist
Speaker [00:22:03] test that a cm recommends this
Speaker [00:22:05] And then, and then we sew that together in this little patchwork,
Speaker [00:22:07] quilt that we're offering up
Speaker [00:22:09] So we'd love to include you in the quilt
Speaker [00:22:11] Um, if you have ideas or recommendations for us
Speaker [00:22:13] And then, and then my hope is someday I'll be a little bit more robust
Speaker [00:22:16] here, but right now it's just like, it, it would be like asking the
Speaker [00:22:21] question like, oh, why didn't my Google ads campaign perform well
Speaker [00:22:26] You know, like, I, I it's, it's impossible
Speaker [00:22:29] Impossible question to answer
Speaker [00:22:31] Um,
Speaker [00:22:35] that's all I got really appreciate
Speaker [00:22:37] Uh, we just hit 10,000 subscribers by the way
Speaker [00:22:38] So I'm pretty excited about it
Speaker [00:22:40] Appreciate everybody's support
Speaker [00:22:41] I hope the content that we're pushing out has been, uh,
Speaker [00:22:43] helpful and, um, I'll see you
Speaker [00:22:47] Wait before you go, I'm constantly looking for amazing people to come join our team
Speaker [00:22:52] So if you're passionate about Google ADSS and you're passionate about customer
Speaker [00:22:55] success, please go to so late.com/apply
Speaker [00:22:58] And we'd love to see you as a part of the solutions 18
Speaker [00:23:01] Also, if you like this video, give us a thumbs up
Speaker [00:23:03] It lets the YouTube algorithm know that we actually know what we're doing
Speaker [00:23:06] And uh, don't forget this job
Speaker [00:23:07] We shoot a video every single day and I don't want you to miss out on any
Speaker [00:23:11] Lastly, if you have questions, comments, concerns, confessions, or
Speaker [00:23:14] you just hate my face, my voice, go ahead and nose up in the comments
Speaker [00:23:17] We get very little human interaction and even the heckling is something
Speaker [00:23:21] that I kind of get a kick out
Speaker [00:23:22] So thank you so much for watching
Speaker [00:23:24] Thank you for being subscribers
Speaker [00:23:25] If you're a subscriber, don't forget to apply
Speaker [00:23:27] If you're interested in working at solutions eight,
