Google Ads Strategy When Taking Over a Failing Campaign Part 1

[00:00:11] John Moran: I don't run too much PMAX anymore, but that's the, one of the reasons why is I just, I can never scale it and I couldn't really generate demand past a certain point

[00:00:24] John Moran: I, and here's a weird thing is I have not had good luck lately by running PMAX and standard shopping. Next to each other. It's always been like a 95 five. Like I have not been able to do my old strategies from, one and two years ago. Like they just don't run nowadays. for whatever reason. Even though the products are different, John, I don't have this similar product.

[00:00:45] John Moran: Even though the categories are different. Oh, no, that works. Sorry, Glenn. I thought you were saying run let the PMAX do the prospecting theoretically by taking zero S off. But then maybe cause that thing's going to go wherever it frigging wants.

[00:00:57] John Moran: But at least if you had run standard shopping beside it, maybe with the low T row ass, but do it as an RLSA. that's what I've been having no luck with. We could definitely try it here. I wouldn't bank on it. For whatever reason, the P max. Basically does his own RLSA because it does remarketing also on shopping.

[00:01:12] John Moran: And that's what maximize conversions does really well is like it starts to bid higher for when a person has had a good search term that PMAX was able to capture so that it can predict when it's going to be able to convert inbound on shopping. how does TRO has work on standard shopping?

[00:01:26] John Moran: if it's a warm audience and it's a second click, Even though there were cold first click in, in PMAX or standard shopping, it will lock into that. Like that campaign now owns that person. it wins priority. that's what I've been thinking about is the only way it's been able to predict on inbound is if it can control multiple clicks in the path, even when it was cold.

[00:01:44] John Moran: Which I think is a by product of, Hey, this thing just will not let this person go to a different campaign. So that's a theory that I have. I don't run too much PMAX anymore, but that's the, one of the reasons why I can never scale it and I couldn't really generate demand past a certain point I'm talking like high spends.

[00:02:00] John Moran: So that's why I think that my strategies are different in here. I would just remove these, remove the TROAS and just see if this thing can, when it spends daily budget, what can it go up to? the other thing like for Android, get an understanding with the client by saying, we're looking at, three main things, media efficiency ratio and CAC and new customer volumes.

[00:02:18] John Moran: does new customers go up? Yes. Does the cost of first time customers stay the same? Yes. Does media efficiency ratio stay about the same? Yes. Okay, good. Then just keep pushing until next week when we say, how did that go? but those only those three things, just media efficiency ratio, because I have no idea what the button, the new versus returning customers.

[00:02:35] John Moran: But if we push too hard on new and we outpace a returning, even if NCAC is stable, we're going to throw out the ratio that's going to and that's where they're going to hurt. a hundred new customers at 60 NCAC when NCAC didn't change is great, unless they only had 10 new customers at 60 and, 500 returning customers, then we're going to have to really throw off that balance, that equal equilibrium.

[00:02:55] John Moran: So not NMR, but just MER. And new customer volumes. If those hold, it's really, this is good that the costs and conversions are in line. It just means that we're restricting it too hard. What if we released it?

[00:03:07] John Moran: And also I would say before just doing that as well, just get a sense as to what they're doing on meta. if it's oh, I'm only spending a thousand. Okay. Then we're in the clear. But if it's no, we spend, 10 grand a month. Then we got to look at overlapping campaigns, that kind of stuff.

[00:03:20] John Moran: Cause our conversion methodology right now is, did we earn a click regardless of where it was? Which is sometimes also meta. so because we don't have any necessarily any sort of omni channel police, we could show a huge spike up in revenue and soak in meta, but his bank cash shows smaller spike in revenue.

[00:03:36] John Moran: were spending very much at all, to be honest, just from GA4, sometimes meta teams will develop a landing page and they'll throw their own, reason why I'm saying that is because if they develop their own landing page and they throw their own,pixel on there and they're doing well.

[00:03:49] John Moran: The first thing that we're going to see is organic traffic being high, which is what exactly what we saw

[00:03:53] John Moran: because now people are just Googling the brand name because the overflow from what they're not tracking on their pixel landing pages by coming back to our main site. That's confirmed again, though, with Google search console, do we actually have Google search console? Yep, we do. that's a bunch of organic traffic is what GA4 says.

[00:04:09] John Moran: Yep. when I looked at it, all the terms are our brand. They are brand? Yep. that might be an indication that Meta is actually doing a lot. Cause if it is a lot of organic traffic, Majority is from this is the brand name. Got it. brand ROAS is at a 5. 7, which is really healthy. And our click through rate's 53%, which is people are looking for us. And I don't believe that's being generated by the downturn of PMAX. So there's something else there. Either this company's been in business 20 years, which if they're ready to close up shop right now, I doubt it.

[00:04:42] John Moran: they have a bunch of existing customers or metas doing well. So we just have to verify that

[00:04:46] John Moran: if that is doing well, then remarketing audiences removed would hurt our campaigns, which would also be another point in the direction that maybe that is doing well .