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[00:00:00] hey everyone john ryan here with systems8 and today we're going to be talking about one of my new favorite topics performance max i know it's been a long time coming i know that you all have been kind of just fiending for this information but before i start to go share my hypotheses and thoughts i figured let's just give you know a good month of actionable data under our belts i have about 30 of these campaigns running right now and let me share with you a multiple part series of how to run performance max how they interact with other campaign types what bidding strategies to use and when what bidding strategies to start with how many asset groups you should have should you separate out your listing groups what sort of um what sort of google conversion tracking versus analytic conversion tracking should you use and when um a whole host of things such as insights how are they optimized how the audience
[00:00:46] signals being produced performance max opens up much that's not a word match and that was many and much together makes match so much more opportunities it opens up many many many more opportunities and what everyone sort of thought was maybe kind of like the doomsday of smart shopping has actually opened up to smart shopping 2.0 plus one so like 3.0 it's amazing there's so many more opportunities landing pages are now available in smart shopping i mean it's really really cool so all of the stuff that we're going to talk about on these i don't know how many parts series is going to be probably 10 15. i'm not
[00:01:24] sure but um yeah it's gonna be fun so let's dive right in here is one account now i'm gonna have to blur out some of the keywords but just imagine that when you see a keyword blurred out it's a brand name so at the top left the brand name is actually blurred out right now but what you're gonna see here is i was running a performance sorry a smart shopping campaign before my performance max campaign and i'd like to share with you sort of you know what the results are so this performance max campaign as you can see here started on the 14th and has kind of been producing really good results four percent conversion rate 16 000 in cost 800 conversions cost per conversion is 20 bucks um conversion value is uh 26 so not too bad for just starting off um here's what i've noticed that when i look at the january 14th here compared to the 7th compared to the previous period and i start opening up my campaign types
[00:02:23] you'll see here that i was running this against a smart shopping campaign now again these two here this one and this one are both gonna be blurred out because they are brand names so my apologies there but i just need to share this data with you so let's open up the conversion column here you can see that the spend and the conversions uh are at about the same level so before i spent 12 grand in smart shopping i spent 16 000 in performance max now it's only about a three week period now that's a four thousand dollar difference but my conversions went from 432 up to 790. so in the
[00:03:02] account total my conversion went from 445 to 845 and my cost only went up nine percent so i went 90 more sales only nine percent more cost well that's pretty crazy because the conversion rate went up by 94 percent here and the um let's do the cost per conversion you can see here my cost for conversion went from twenty nine dollars in smart shopping down to twenty now there is something going on here that you're not seeing now you'll see the conversion value too going from 36 000 down to 26 000. i actually had new customer
[00:03:35] acquisition turned on so i was a pending about a 35 uh additional conversion value to each new customer sale which is why this is a little bit inflated so um the cost per conversion and the amount of conversions was looking at because this was artificially inflated at the time of this video there is no new customer acquisition goal instead of performance max that is coming soon but right now i can only use performance max with either maximize converged value maximize conversions target cpa target ross's four bidding strategies but again it's two more than what smart shopping had smart shopping just had maximized converged value or trust now i can actually use maximize conversions or target cost per acquisition so there's two things right off the bat that you get with performance max but in just a comparison of as to how this is looking so i'm looking through this and saying wow that is a pretty big jump of conversions
[00:04:22] that's a big spike that's good i basically almost doubled my conversions for you know well basically the same amount of cost which brings me to my next point the insights tab now we're going to talk and we're going to be multiple parts series i'm going to cover this first then we're going to end the video here because i want you coming back but i also want to make sure this isn't like a two hour long video i got to break it up but in the insights tab this is a tab that you didn't have before in google ads and this insight tab is many many different things now there's something called the consumer spotlight and understand who is engaging with your campaigns so audience insight google found condiments and sauces by the way this company sells hot sauces so it says google found condiments and sausage sauces and more top audience segments interesting so what did you find well condiments and sauces remember this company sells hot
[00:05:14] sauce that's 20 of the conversions good barbecues and grills very relevant at 5.4 restaurant delivery and takeout these people like food hot sauce makes sense women's apparel that doesn't make sense does it well it actually does the new type of hot sauces that have been coming out are no added sugar organic gluten free they're health conscious it's also the beginning of 2022 so you're looking at some more health conscious type of people women's apparel makes sense if they're talking about clothing we're not clothing that kind of stuff that's a pretty big market segmentation now you're like well that doesn't make sense me i don't care i don't care if it makes sense this is telling me who my audience is whether i agree with it or not it's not up to me market dictates so then i start looking down and i see some top search themes now these are all going to be blocked you can blurt out you won't be able to
[00:06:05] see these they are branded conversions and i thought to myself dang performance max is really nothing but a big brand campaign again and i was like until i started giving it more time that's why i waited to shoot these videos because i needed to have trends for you all it doesn't do me any it doesn't do you any good if i just say come in and say yeah it looks like it's brand i'll keep you posted now because this is this is all the little nuances that i've been catching the top search themes these search themes are telling me where the conversions are coming in from so this is brand brand brand brand brand brand brand brand not brand now i have three conversions from austin hot sauce okay not brand bliss and vinegar we have three conversions fruity hot sauce not brand three conversions then i have less vinegar then i have which is brand and then i have let me go down here now i have um ghost pepper hot sauce kiss best hot
[00:07:05] sauces bran brand jalapeno hot sauce brand emma leans hot sauce hot sauce hot sauce from texas texas pete hot sauce hot sauce sampler hot sauce store near me best taco hot sauce vegan hot sauce bottle hot like hottie sauce boot jolokia hot sauce now these are all non-brand though and what do you what did you notice if you notice on the right hand side these conversions and i did this on i had to read them off individually because i want to make a point you notice that the convergence went from nothing now to one or two so i had nothing before now i have one i had nothing before now i have two so i started to get more conversions down here but then i thought okay that's pretty interesting but what if i go back up to the top to our brand well my branded conversions are going three percent less eleven percent less twelve percent less seven percent of us fifty percent less forty two percent less i'm now getting less branded
[00:07:53] conversions and more cold traffic conversions from my search teams aha i can actually now use performance max to tell me the non-brand search themes of users that are searching to buy remember smart shopping smart shopping did not give us any of that smart shopping we basically had to be kind of stuck with okay i have a feeling this is going to work i can switch back over to standard shopping i can look at the feed i can look at the search terms i can kind of make interpretations i can flip back into smart shopping and kind of cross my fingers and hopefully this works this is now giving us what we've always wanted a search term in a smart shopping campaign but it's not smart shopping performance max is search youtube gsp discovery display shopping there it's everything and it's remarketing built in it's native now to all of the other um it's native now to all of those channels it's not just a pla ad everywhere it's
[00:08:49] youtube ads on youtube novel idea a search engine search wow you know all of these different areas we wish we have a smart shopping we now get in performance max and this audience insights tab is what you're going to want to look at not only that here's what's also interesting best hot sauces that's pretty interesting i have two conversions where i didn't have any click this little magical button open this thing up ah-ha best hot sauces the best best flavor the best tasting best hot sauce brands gourmet hot sauce what do these look like to you with 132 more 132 the details aren't working yet these are still being built out it's still kind of in beta it's a little bit buggy but you know what this looks like to me this looks like a phrase an exact match search campaign if i ever thought what it would look like it's giving me the search terms that i can run a search campaign for and the keywords i should probably go
[00:09:42] after if i know that i want to capture one to ten thousand search volume and get convergence out of it let's just do some some some math here for example let's pull out our handy dandy calculator it's like blue's clues here i need any notebook uh i have a nine-year-old and three-year-old shut up so if i'm looking at one to you know ten thousand all right so let's just say there's an average five thousand searches and i get a you know what's good click let's just say like point two i'm getting a hundred searches okay so two percent click the rate 100 searches well i got two conversions on 100 100 under clicks okay two conversions that's a two percent conversion rate that's pretty good for just initial data if i did a best hot sauce campaign and try to get you know some good average dollar dollar 50 cpcs and i'm getting a two percent conversion rate you know there's there's what is it everyone i know you can't
[00:10:40] talk to me because i'm on youtube but come on like this is a cheat sheet it is exactly what it is it's telling me this is what people are searching for around these are the themes that people are searching for this isn't the search term that people are using on google no and don't be confused by that this is not a person going to google and typing this in and buying this is what people have been doing these are dsks this is activity about what a person is doing online when they interact and buy from your brand now i don't care if there was a display ad shown a youtube ad clicked a gsb ad opened and then a search uh you know search click and then a smart shopping remarketing into conversion the theme around which that audience the topics remember flock turning into topics the topic essentially i don't know what they're gonna look like but this is as close as we can get so far around what should i
[00:11:27] be going after you can find with performance max so it's not a consolidation of other campaigns into one it's sort of like a rebirth which is weird as that sounds it's kind of gross but it's now taking one campaign and expanding out into into more i guess fingers into the ecosystem which is more essentially leverage points so all this really means is now that i'm running one performance max campaign i don't have to run a 100 per day campaign on youtube 100 per day campaign on on uh search at 100 per day campaign on display 100 per day campaign on discovery i could do that all in one campaign with one very specific goal limiting my own cost leaving maximized conversions on we're going to get to all that later but start to now gain what is the market doing when they're ready to buy and where can i find them and how can i leverage those points so this audience insights tab is growing we're going to
[00:12:27] have new pieces of information all the time it's going to give you a little helpful like you know tips and and tricks i guess would say is hey this is what the audience is doing now how you leverage that is up to you a bad advertiser just be like well i rolled everything into performance max and i left john it did okay a good marketer is going to find those those market segments and going to be able to push it to us and say here's what your audience wants how you take that and how you change and adapt into that your business model your marketing is gonna be up to you now those type of search themes that are coming in they're changing my ad copy they're changing my video production they're changing my imagery they're changing my product development they're changing my landing page they're changing the way that i start to interact with the market i don't say just turn into now the best hot sauce company in the world but know
[00:13:13] what people are interacting with and what they're looking for may surprise you and you may start to make changes to all parts of your marketing and business and maybe start to listen to that market demand a little bit more so this audience insight tab is gonna be really really cool to see how this grows um i'm really excited to see this uh you'll see that searches for the unexpected king of hot sauce and 16 other themes increased well that's kind of cool and then it says oh new king of hot sauce hot sauce gift basket stevo hassos where to buy hey i'm starting to see a whole bunch of new searches i'm not getting those clicks necessarily but i'm showing up for these people so now i'm getting almost like a search term without click report instead of performance max now backing out a bit so i went this was a video about uh performance max insights but every account and i can't stress this enough
[00:14:08] every account is vastly different no two accounts are going to be the same what works for one company is not going to work for another company when it comes to the structure of campaigns because every performance max is different here's what i mean by that some performance max campaigns you launch in an account that has five campaigns running yeah search you got a youtube you got a discovery you got a dsa and you have a shopping smart shopping performance max when it thinks it's going to do better than that channel then the campaign in that channel it's going to take it over so you might lay around a performance max campaign and two of the five go down and the performance max spawns and now looking at the cpcs versus what went down and versus what performance max is is using you're actually essentially just relaunching that under performance max now why this is bad is when you introduce performance max into a into an account
[00:15:10] you're not sure what's going to be pulled back on but you can leverage it so i mean by that is if you're launching a performance max and all of a sudden your smart shopping campaign goes down great leverage that how well you add a tcpa or sorry a target row as to your smart shopping campaign at 300 performance max run wide open and now you're letting performance max do all the inbound interest and outbound prospecting to generate the foot traffic and then smart shopping says i can put a shopping ad in front of the person who's i think i'm going to get 300 rows or above i'm doing this now and i'm getting a 2200 row as in smart shopping where i typically would get 500. my performance
[00:15:42] max is still now at about 450 but my volume is doubled so i scaled out of it so really really really cool ways we're going to be diving into all of those things but today's lesson was the performance max insights and how don't just act on anything that i say here you i'm going to give you the guides the barriers don't just apply you apply smartly with low budget see how it reacts and know what it's going to do and know how to grow that we're going to go through this whole series but uh i think the auction insights are sorry the the insights are really really cool i've been wanting search terms and negative keywords uh but now we just don't have negative keywords but i can see what's going on but i've been wanting searchers i would really want negative keywords twinkling and not nudge google uh in performance max but i i now have i now have search terms so you know i can actually see am i acquiring new audiences i couldn't see
[00:16:35] that with with smart shopping not not anywhere that i can actually see within the google ads ecosystem even with the google ads tag and looking at the new versus repeat customers still wasn't accurate so yeah now i have proof this is john ramsey part one of like 746 of performance max i'll be your host john moran um i said that twice but uh thank you so much and i'll see you in probably next day or two thanks thank you so much for watching if you enjoyed the video please give us a thumbs up that lets youtube know we actually know what we're doing we shoot a video every single day so if you want to be notified hit that subscribe button and if you have any input don't hesitate to hit us up in the comments we'd love to hear from you we get very little human reaction thanks for supporting our channel and hopefully i'll see you tomorrow
