Google Ads Strategy When Taking Over a Failing Campaign Part 2

[00:00:10] John Moran: I can't generate demand. That's not what PMAX does best. So it's simply just attributes. It's not going to be able to attribute as high of a row as it did before. This actually has nothing to do with actual backend metrics. This is just the audience. It can go after how valuable was it? How warm was it?

[00:00:26] John Moran: And where did it come from? We all don't have any answers to that just as of yet.

[00:00:35] John Moran: When we take over a campaign, two things will take place. One it is previously probably used to remarketing, especially with, and we don't know the levels though of meta. What is, we have access to GA4? Yep, we do. What is the volumes between social and paid, search look like for last 30 days?

[00:00:58] John Moran: What I'm going to slightly assume is that there is potentially a pay, social traffic as well.

[00:01:04] John Moran: All right. So we have a three 90.

[00:01:06] John Moran: the highest is from organic and cross network. It's not showing anything about social. Let's do user acquisition. All

[00:01:14] John Moran: We don't know if they're using any sort of UTMs, though, inside of paid social. Yeah, we'll need to see what he's doing on meta,

[00:01:24] John Moran: at least just from a spend level. because what this is saying, he's not doing any meta, which I don't believe is correct, because it could be using landing pages, that could be doing something else that we just don't see here. that's part two, where we'd like to get a little bit more, a little more data there.

[00:01:38] John Moran: Moving back over to the Google ads point. Okay. Yeah. a couple of things, this campaign here,

[00:01:45] John Moran: is on a steady decline, but they're fairly equal of costs and conversions. This is since January. Now, one thing to note is the conversion value by cost has fallen below a three 90, right after we took over here at two 67 and two 80, but this I would imagine is there, there's a trend here.

[00:02:05] John Moran: That's bigger than what we can see. this one is going to be a downtrend. In terms of, is it a seasonality B R T row as targets have always been a little bit too high. This right now at three 90, when we're getting a two 60 and two 70 is just, is going to cost some underspending. So if we look at like the last seven days and we segment by day, we can see that with a T row as, and I actually just put a target here, a target row as this will tell us what that target row as a set to, and you'll see that there's a.

[00:02:35] John Moran: This is okay. Get three 90. And so it's miss. We got it here. but because the average is two 80, it's going to say, the only way to get up to three 90 is by spending less. The problem though, is if this is not doing actual cold traffic, this thing is just going to react to demand, not generate demand.

[00:02:49] John Moran: And just drag itself down with it. this one here is at a also three 90. and there would be remaining products. Sometimes it will hit it. Sometimes it will not. but because the average on last seven days, 3. 24, where a time lag is two days. it's going to cause also an additional underspend, but what we don't know is what was PMX doing before we know that it had a bunch of remarketing audiences and we know that it can take credit for any touch point.

[00:03:15] John Moran: And because this may have. Taken all of our warm traffic and simply just removed it. It's not going to be able to attribute as high of a row as it did before. This actually has nothing to do with actual backend metrics. This is just the audience that can go after how valuable was it? How warm was it?

[00:03:31] John Moran: Where did it come from? We all don't have any answers to that just as of yet. So this is essentially saying take all the warm traffic out, but still get me what you used to. It says, I can't generate demand. That's not what PMAX does best. So it's simply just at atrophies.usually I would say drop that T ROAS goal, but because the client is only going to measure us by in app T ROAS, can do two things.

[00:03:54] John Moran: One, have long, hard conversations with the client by saying, here's why you hired us and what we can do and how we can grow your business. Or two, acquiesce to his requests and simply throw in brand and remarketing audiences, existing customers, and just fluff that up until his business maybe stabilizes or.

[00:04:13] John Moran: Dies, but it's going to be heavily on that too. Yeah. he'd be totally willing to have that,do this or things go down the tubes real fast conversation. Cause he's he, I just didn't like, I was covering for any while she was gone with family stuff. And he basically just emailed us Friday or Saturday and said that.

[00:04:32] John Moran: he's already in the position where they have to make a decision about whether or not they want to even keep going or not. So it's better to have the hard conversation now. Yeah. Yeah. And I think we don't have any sort of metrics on CAC or all the other stuff. that's where we'll definitely want to say, Hey,that's the one thing to know with everyone is P max not always rarely, generates demand.

[00:04:54] John Moran: it will capture. very well. Will it generate demand? Not as often. It's just a good rule of thumb to think about when you're developing a strategy is will this generate demand or will it react to demand on a downtrend of a business and in a campaign that won't react or won't generate demand that's where you start to see that kind of like pushing rope thing where it's just going to slowly decay from 100 down to 30.

[00:05:19] John Moran: As the client's volume dies off, at these levels here, it's hard to pay our own fee. So those are the thing is, always just keep that in the back of your mind, which is, are we able to generate demand? Not maybe necessarily the standard shopping. We only spend a hundred bucks.

[00:05:32] John Moran: in the last week out of 1000. So we may be really, we have 95 cents. So it's okay. like these aren't really doing much. so we do have standard shopping, but I think by measuring in app, that's where we chase our tail into submission. what I would say is. In order for us to come back to him and say, Hey, we have to have the hard conversations.

[00:05:54] John Moran: I would definitely point to this trend here. When there is cost, there is conversions. But since January, you've been on a slow and steady decay. If we're looking at chasing ROAS into the ground. and chasing ROAS into the ground means that, even expand this one here and be like, that is not gonna help.

[00:06:10] John Moran: That chasing row has is where we will win the battle and you'll lose the war. So you'll pay us until you can't pay us anymore. so that's always that kind of hard conversations that we would end up in, but, what we say is looking at, new lead generation and new client acquisition.

[00:06:27] John Moran: we had to flip this graph. We have to start to spend up, restricting it by don't spend unless you can does not generate demand. that is reacting to demand and that's true across every platform. if you don't spend unless you generate demand, it's like a car before the horse.

[00:06:44] John Moran: It's Hey, go tell all those people about this new product. And they're like, okay, but don't tell anybody that's not interested. How how do I introduce with restrictions? So it's like an oxymoron for Google. So that means that it'll just it'll head off into the, there is not a Forex here, so I will just stop spending kind of thing.

[00:07:02] John Moran: the detailed part of this is we don't necessarily know how this has been trained since, the inception. which means if we look at all time. These campaigns have been trained since June of 2022. this will take, approximately 90 days to quote unquote relearn. And they may never really relearn if we keep the restriction here by saying, don't learn, So it's yeah, so that's, and again, this isn't a, this is me, not me beating it up. it was me just saying here's some good ways to think about this with when we go to the client and say, Hey, Nfroez is cool, but, we're using omni channel campaigns in a.

[00:07:39] John Moran: A known omni channel marketing platform, which is your business. And we don't know where these are coming from. We know we can generate demand, but if this actually can head in the really right direction, if they spike meta or if meta does better, or if meta is doing well, this will start to react to that and it'll look like a really good high rise.

[00:07:56] John Moran: And we've all been privy to that when people are like, Oh, we spend five times more than us on meta and they're increasing spend is doing really well. And we just ride on those coattails. That's what PMX will normally do. but yeah, this is just a good, I'm glad you brought this one up.

[00:08:06] John Moran: Thank you. Ready? I know this is you're like in the hot seat, but not really, cause this is never anything personal. It's just more of how to leverage Google's, algorithms, I guess I would say. yeah, the insights reports look good. the, good non brand cold traffic.

[00:08:19] John Moran: This may actually work really well. If you just switch this over to maximize conversion value, honestly. This could be as simple as that. the only reason why this is not necessarily performing is just because there are two rows restrictions are too high in a channel. or in a company known as Google that doesn't attribute, completely well, Glenn, what's up?

[00:08:35] John Moran: And, I was actually just thinking of that just before you said it, what about changing the, the max conversion value? Yeah. Then set up a search for shopping. YouTube display RLSA, and that handles all the retargeting. That's the only Let the PMAC do the prospecting, theoretically, with no T ROAS, and then set up RLSA other channels.

[00:09:03] John Moran: And that's exactly right. The first thing I honestly would do is just take off the T Row as, see if this can generate any demand on its own. If it cannot, because even though, yes, there is no remarketing signals in there, it will still do remarketing. that's something I've proven so many times with my own campaigns where I'm like, all right, I'm now suggesting things that Google is just ignoring.

[00:09:23] John Moran: And then, and sometimes for good reason. but I think what's interesting about this is here's the good news. Is the blue line and the red line are matched. And that's where I see light at the end of this tunnel is if the blue line was like this and the red line was like that, Oh, but this could be that, if you flip this graph around and we took off the T row as, and the blue line and the red line did this, then problem solved.

[00:09:45] John Moran: Because search terms that we can see look decent. Like they don't look bad. That's what I'm saying is this is not something I think that is, it's super specific, like to a really crazy degree, which is why I think TRO as is doing what it's doing, it's ha, I found somebody and then it converts them, we're really not pushing in areas that were unknown.

[00:10:06] John Moran: So it's like, all right, we got one conversion from Legrand tango violin. How many clicks did we get on that one? One. that's what t roas is doing. It's I found a person, and then, boop, converts them. Which, okay, good. It knows people. How many doesn't know? We have to find out by removing that t roas.

[00:10:23] John Moran: And that's when I see this thing is not that's what I'm saying. It's not generating demand. It is reacting to demand with less than 10 clicks and they in any sort of direction.