Google Ads VS. Meta Ads: Why You Should Run BOTH (Not One!)

[00:00:00] but yeah an interesting case for why for one why these platforms are lying to us like they have no idea what's happening even when we're using a third party attribution tool so we're g to start off with and we've actually spoken about this account previously once it loads here um and I'm going to go over what I've already covered but we're going to talk about a time period where this business experienced um a downturn in their business because Facebook had a restriction happened so we were basically without Facebook a month or so and during that time some interesting things happen so gets worthwhile sharing and then sharing what's happened since and what we've done on Facebook in that time since all this happened so looking at June 1 to 25th which is prior to the Restriction that happened on meta and fairly even results across the board we had basically a 50-50 split between Google and Facebook in terms of budget and our

[00:01:17] Raz was leaning in the direction of Google primarily it was you can see here on my screen it might be a little small but a 3.37 uh triple whale attributed Raz for first click compared to a 1.21 for Facebook now July is where we lost the account lost meta and you can see here when we look at July 1 to 25th so the same time period but the next month Google budget had to increase because that was really our only traffic Source at the time we tried to spend some on Pinterest and Tik talk but we were just getting those platforms updated um and up to speed but you can see that that 3.37 row as that Google had dropped down to a 68 row as when nothing else happened the only factor that changed month over month was a loss of meta and a loss of um top of funnel traffic essentially meta bounced back the following month so we'll take a look at August 1 to 25 and we started to lean a little bit more heavily on meta once that was back up

[00:02:34] and running but again same relative discrepancy in row as we can see Facebook stayed at about 68 but Google jumped up to a 1.42 and really again all that happened during this three Monon time period is we had meta we lost meta and then meta picked back up again and an interesting thing to look look at too in that time period is what happened to the revenue so we're looking at this first month here so prior to the meta issue had about 24 just about 25k in online store Revenue that month not including Facebook and Instagram shop in July when meta was Offline that 25k was non-existent they actually lost money on their online store in that time period again the only thing that changed was we removed about 3K of spend from meta and we forced to reallocate it to Google back up into August that negative 3K bounced back to 25 that's when meta came back online and then this month we've actually started

[00:03:53] the scale meta pretty heavily and where we were averaging about 25k month previously in the first 10 days of September we're already at 33k and that's basically we'll take a look at the spend discrepancy in the spend allocation in September so far this loads so we can see that we're really heavily pushing into meta now just about $4,500 spent month to date $930 spent on Google and again Google is taking basically all of the credit for it six and a half row ason platform and a 1.4 on meta this is hilarious this is so crazy to me um Nick can you go over the orders here too like how many orders in the first week of just order numbers because that's how sorel's going to look at it so we had 56 total orders for so far in September and can you do the same time period in August yep first 10 days of August we had 16 16 to 56 was it yeah wow okay so 40 additional orders and we've spent so we're at 4500 on this

[00:05:17] month first 10 days of August we' spent 27 so we're up about two grand yeah so we d in the first 10 days and wow and got 4 sales are following orders yeah yeah I think we're on the right path like this is looking much much better yeah better I think this is the general direction and this is a very particular case I don't think this is going to be the case for every single client out there to say just throw all your money at meta this is a luxury women's clothing brand with really high ticket products yeah pretty well holds that's another thing I think you should talk about like can you go back into their Shopify and just show how their AO and if it has fluctuated uh it is changing a little bit maybe like from 700 to 500 maybe $200 okay yeah but it's still high yeah it's still good and their customer return rate is still higher than what we'd want so that's another factor that goes into the overall strategy that

[00:06:32] we're pushing on meta which is this L1 L2 L3 strategy forcing um the platform to go after new customers essentially if you're sorry go ahead sorry interupting you I just gonna say can we look at new customer growth too um there's a report here yeah I'm just jumping the customers here real quick but that I was just saying one fact that you'll need to look at before introducing this strategy is what your customer return rate is if your customer return rate is really healthy like theirs is almost 60 you can easily push um more new customers because you can even without knowing your actual LTV numbers you can assume that the LTV is going to be pretty high or higher than your aov if you were working with like a 5% customer return rate you'd have to watch this really closely and watch how much you're spending per new customer that would be a larger kpi in that case yeah I think this is a unique yeah

[00:07:41] very unique situation 32 new customers generated in the first 10 days of September and in August so about the same interesting so we have return customers yeah now a higher number of returning customers and aov is decreasing did you launch a remarketing campaign recent or you're doing some remarketing on barely um really not much it's all the most remarketing we do as website visitors in the last 30 days but we are excluding past purchasers from that list this could be where they're trickling in from though me just jump to month to date so these campaigns are getting a lot top of funnel Evergreen interest in best sellers right and these are not excluding past purchasers I don't believe yeah so they're just excluding all the total list of all buyers up until August not including the most recent buyers okay so they could be returning relatively quickly to make a secondary purchase which is weird because I

[00:09:05] thought we figured out it was like month five that it looked like they were back maybe like the majority but maybe it's happening more and more oh yeah look July is 11% in their second month like in yeah that's pretty high actually that's high so maybe this is going to be a trend where closer to when did we launch fall there was a little mid August yeah interesting so that's probably having a pretty significant impact on that is the fact that people may have purchased in July and then we launched they probably got the 15% discount code in July oh and then saw the new collection drop in August that makes sense yeah interesting okay but yeah an interesting case for why for one why these platforms are lying to us like they have no idea what's happening even when we're using a third party attribution tool like triple whale which isn't the best of what's out there but it's pretty good and it should be

[00:10:18] tracking better than the platforms themselves it's still not accurate it's still attributing more sales to Google and it really doesn't matter what attribution model we check first click seems to be the closest to Accurate um but they're really all over the place no matter what so just um yeah interesting and if we would have could you imagine if we believed this data in triple whale was like let's put our money into Google because that's got the better return we would have killed we would have killed this company yeah killed this company like you would have seen this right like it would have been what happened in July exact ex L they would have been 3,000 they're $3,000 native like we would have put them in the whole wild yeah it's um yeah if you if you didn't know or if you were just looking at on platform Raz which is what everybody wants to look at right then you would yeah you'd be moving in the

[00:11:20] complete opposite direction regardless if you're looking at inapp metrics or in um secondary attribution tools but yeah pretty cool interesting stuff I work with a select amount of clients now because unless I'm measuring outside of the platform I I can't work with clients um it's because you know they'll fire me when the company loses is money I've never been fired where Raz looks like one but then the client's 10 Xing and minting money I've never been fired off of that I I I'll get