Funnels Aren’t Dead! How to Modify Your Funnel for Performance Max

[00:00:00] hey everyone john marant here with solutions8 and we have a very important update for you so today we just got access to the alpha it's not even in beta yet so everyone running performance max is not going to see this yet but we got access to the alpha of the new new customer only focused performance max campaigns this is huge now there's not a lot of discussion around well performance max actually captures brand conversions that's okay because if you have a new customer acquisition goal turn on and people are googling brand great you still want to pay a decent amount of money for those people because you've used performance max on search shop at youtube gsp discovery display local to generate that branded search and you want to capture that don't push that out capture that capture more let the algorithm learn the new customer only has changed the game because now you get to actually take a campaign turn

[00:00:44] it on to new customer only and then actually set a target cpa so what would you like to pay for a new customer well if you have your cac and roads in line the cost required customer and your return on ad spend and your cac and ltb the cost required customer the lifetime value of that person you can really start to move the needle on what you're willing to pay for a new customer think about like facebook and instagram they're basically saying like yep someone saw natan converted great google now is going to be able to say a new person came in we checked it against your auto tag and we checked against your customer list and this person was not found so he actually pushed it to this campaign that has a targeted cost of acquisition of 65 and we got you a new customer if you even get a returning customer purchase in a performance max campaign focused on new customers you don't even see it it says zero it doesn't actually

[00:01:27] even show up because i love this because now your conversion your cost per conversion your conversion rate your targeted cost per acquisition goal your actual cost per acquisition all of this is only focused on new customer activity so check this out inside of and you're gonna see some blurring here so my apologies um but in this campaign here you go to settings and inside of the settings tab you're going to see probably in the next weeks or months um not sure who all has this but uh we were it's gonna sound stupid we we we became a top three percent 2022 partners now we're getting access to all this really cool stuff um and so here's customer acquisition optimizing for conversions from new customer only so how does how this works what do you optimize for you can optimize for the standard which is both new and existing customers or you can optimize for new customers only and something really

[00:02:19] important happened over here you'll see that when you optimize for both new and existing if a 106.33 purchase takes place you'll see it by an existing customer 106 buy a new customer 106. but if you're optimizing only for new customers by an existing customer it's zero by a new customer it's 106. so

[00:02:37] the performance max is going to try to target only who it can easily not easily you're going to target only who it already can easily identify is not in your customer list or auto tagging then you're going to want to layer those so make sure you have your auto auto tagging in your tag of your new customer acquisition make sure that is enabled and then also make sure you have your customer list uploaded so use both of those features you're overlaying those two so upload the custom list make sure they auto tagging for new customers is on and then you're going to be able to identify the new customers very easily when this takes place you're going to see that the new customer you'll see some purchases coming in you're not going to count them why because it's not what you're going for you're not measuring them so rather than trying to identify what's new what's repeat what's unknown and then trying to decipher

[00:03:24] yeah yeah it's all it's all terrible so this now is amazing um so if you're looking for both new and existing remember in smart shopping how you can optimize for new customer purchase value that's here now you can still do that so if you want to say i still want to go after new and repeat but i want to append a you know an ltv of three months to my campaign when a new customer comes in then you can still do that and actually here you can actually still change that value so this is very very similar to the smart shopping campaigns capability of optimizing for new customers um and existing customers with an emphasis on new customers that's still here so a really really cool update i'm gonna i'm gonna have some kind of ninja tricks and and what i'm going to be testing soon so i can't let it out just yet but uh there's gonna be some really really really ninja ways that i'm gonna say new customer i'll pay x existing customer

[00:04:14] i'll pay y and i'm going to be able to pick and choose who i set a cpa to depending upon if they're new and repeat so really really big update really huge i'm gonna keep um i'm gonna keep you all updated as much as i can much i can find obviously you can see uh we're spending about 25 grand a day just on this one campaign uh we have about six of these campaigns running so a lot of good data that's gonna be coming out of here soon but stay tuned stay focused uh follow our youtube channel uh like comment subscribe tell your neighbor sister's grandma and i will see you soon wait before you go i'm constantly looking for amazing people to come join our team so if you're passionate about google ads and you're passionate about customer success please go to solate.com forward slash apply and we'd love to see you as a part of the solutions 18. also

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