How to Use Edgemesh to Analyze and Optimize Google Ads Campaigns Part 1

[00:00:11] We are talking about the Facebook strategy in particular, middle of funnel.

[00:00:18] just a bit of recap for those who haven't listened to our Top of Funnel talk and I loosely call it Top of Funnel, because we're hitting people that don't know anything about the brand.

[00:00:28] So I'll share with you the matrix that we're referring to as we're doing this. this is our book, e com ads matrix. So the engineers, the core campaigns, and that's what I'm taking you through. this is about how we build engagement with the brand and make people solution aware.

[00:00:42] So people come to the socials, they know they've got problems, but they're not necessarily looking for a solution. They're going there to be social. So all we're trying to do is not hard sell them. We're trying to make them solution aware that we are the solution to whatever problem that they have.

[00:00:57] It's just about making them aware that of who we are, what we do. These top of funnels fuel the middle of funnel campaigns, which is here. Again, we're not trying to push to try and sell to them. There is an option of people to click to buy using the shop now button as a call to action, but fundamentally in middle of funnel. We're going to use the audiences that we've created at top of funnel. So people we've already created touch points with us, then their solution aware. And what we're trying to do is we're trying to build trust with them. We're trying to make the people now product aware. So which product is their solution?

[00:01:32] Not just that where the solution as a whole and make them U. S. P. O. S. So you need selling proposition aware. The audiences were using their people that have engaged in the last 30 days of insta The last Facebook, they viewed 50 percent of the videos in the last 30 days that sit up here in this type of funnel that in the ads and they could have also visited our website in the last 30 days or subscribed via Klaviyo or other email marketing solutions.

[00:01:59] Klaviyo, is the one that we use because it connects up really easily, subscribe. But not purchased. And we also exclude purchases from the last 30 days. We're still trying to educate people at this level was not. We do have that shop now button, as I said, which directs to the home page. We're trying to put other options in front of them that talk about the products or offerings or services that the brand has.

[00:02:23] We can be a little bit more personalized with the targeting because we know they already know about us. We don't need to just introduce them cold. So what I'll do is I'll show you a real world example of how that's the easiest way to do it. So last video we went through and we talked about Top of Funnel Brand Awareness and how that built up the audiences in here in the middle of Funnel.

[00:02:42] And we call this brand recall. We optimize these ads for, ad recall or recall. They're exceptionally cheap to run. You can see the CPMs here. This is in Australian dollars, 4. 81. And I think that works out to maybe 3 US. so we're still, even though we're built, we're using our custom audiences at this level, it's still exceptionally cheap.

[00:03:01] There'll be two ad sets in here. One will be for New Zealand, which is off at the moment. One's for Australia. So this one's a direct synced audience from Klaviyo. So that's people that have signed up to the email list, but not purchased in the last 30 days.

[00:03:13] Now, some of these audiences do overlap, but we do just try to get as many. We don't want to leave anyone out. Engaging with Facebook over the last 30 days, that audience builds from Topper Funnel Ads because our conversion objective there is engagement with the brand. We've got people that have watched 50 percent of the videos that we've got in those Topper Funnel Ads.

[00:03:33] We've got all website visitors last 30 days. That's based on pixel and Cappy data. we've got engaged with Instagram in the last 30 days because the ads are shown on both at Top of Funnel at both Facebook and Instagram as a platform, and we exclude purchases last 30 days. We're not trying to reconvert existing purchases.

[00:03:50] Everything else is left nice and broad. We've got the country abroad, the age and the genders as all by default. Reason is because We're not being picky as to who's coming into these. If we've targeted them at Top of Funnel, we've targeted them correctly. We know that. And if they've engaged with us, they've engaged with us.

[00:04:07] you can see the audience size here we have is, sits between 88, 700 and 104, 400. So it's a sizable audience that we know we've already created touchpoints with. So this is why it works so effectively. Keeping in mind this works effectively And this initially this system was set up to add fuel to your Google ad campaigns that have been run through Solutions 8.

[00:04:30] So this is going to go to brand search. This is going to go to your dynamic remarketing and everything that's incorporated within your PMAX campaigns. People are aware of you. We're adding more good data points because think about it. Every time someone comes through to your website, fills in a form, looks at a product, adds to cart, all those signals have also been sent to Google.

[00:04:49] The great offshoot of this is, when you look at it, these convert. Now you look at this here, we're addressing specific unique selling propositions here based on what we've got here in terms of the actual titles of the videos. And you can see this is last month, it's the 15th of March now, we're only back in February 2024.

[00:05:07] This isn't what was working five years ago, Chad style. This is what's working today. You like what I said there with Chad style? No, you know what Chad style is? No, it's you have these like guys like Chad style They just put one ad up. No interest targeting thousand dollars a day budget.

[00:05:23] Absolutely. No Knowledge about copy one video and it just goes crazy for them and then they're like I'm a guru. I'm gonna make a course That's Chad style. Okay. might be a younger person thing Could be. Yep.

[00:05:37] we're talking about unique selling propositions and how these products are their solution to their specific problems. This refers to removing harmful chemicals. This is a water filter company. It's easy to install. There's 40 years of experience.

[00:05:50] And this long form one, which didn't perform overly well for us, that's why it's off. It, talked about. All of the product features and this lady's an ambassador. She's actually a doctor. So you can see how we're trying different, angles to see what worked. And what we're finding is working is that people want to remove the chemicals from their products and that's converting at 3.

[00:06:10] 86, which is fantastic. Obviously, one of the biggest pain points for people with, buying water filters is the complexity of them. Like, how do you set them up? How do they work? I've never had one. I don't know how to use it. We have a simple video showing them how they're easy to put together and use.

[00:06:26] And it converts at 14. 49 ROAS. Keep in mind this is set up at this level for awareness. We're trying to convert these people at all. But, whilst our intention isn't to convert them, people are people. And what I mean by that is that they're all at different stages of that consideration process, whether it's a first touchpoint, a second touchpoint, third through to 18th touchpoint, Everyone's different.

[00:06:54] For me personally, it might take me nine touch points with a brand to develop enough trust with them and to go, yep, you are the solution to my problem. You're a higher price point, but you're what I want. Some other people, they might've had, a real pain point where they bought a filter and it was just an absolute nightmare to try and get together and to try to work, or it didn't strip all the chemicals out that they wanted it to.

[00:07:16] And that on the second touch point, we address that and they go, yep, no more consideration. I'm getting my credit card out to buy this. So we still need to be mindful that people are going to be ready to make a purchase at these different levels, which is why we still have the shop now call to action, but the majority don't.

[00:07:33] but at a CPM of 4. 38. $4 84 on average, $4 72. You can see the power of it. So this is where we're at now. There's a few things that do happen here. So Dan, can you just hook into the ads, how you on your ad sets.

[00:07:48] So this is an ad that we run. you know there are up to 50 chemicals added to Australian drinking water? So we know from experience with this brand, and you would know your brand. We talked to brand owners that, one of the biggest questions that people have when it comes to water quality in Australia is what's actually added into our tap water.

[00:08:09] They don't really know. They've got an idea, but they didn't know it was 50 of them. So we're like, okay, there is actually 50 different chemicals that are added into it. And our water filters filter out about 99 percent of sediment, rust, bacteria, cysts, chlorine, chemicals, heavy metals, fluoride, and unpleasant odors.

[00:08:27] We have a review from a verified buyer. Transform your tap water now. Fix your tap water today. 99 percent removal of harmful chemicals. It's not showing on that feed one, but on other placements it shows in full. Now, this has been running for a little while, and you can see, you look at the positive engagement here, 132 comments, 65 shares, this is free advertising.

[00:08:48] We're paying 4. 32 or whatever it was to reach a thousand people, then out of that, It's been shared 65 times and commented on that many times. Like it is, you can see how the cycle works. if we go here to the easy to install the best investment in your health in your health, you could ever make such a noticeable difference.

[00:09:08] We've gone with a review based thing first, easy to install and use our water filters are responsible for improving the lives of many Australians. We then go on about how what it filters. Get yours today. And this is just a simple user generated content where we talk about how to put it together.

[00:09:23] So your conversion objective for all these ads is just awareness. Awareness. That is exactly it. This one doesn't get as much, in terms of the social engagement yet. Obviously, the one without the harmful chemicals has more, these ads here. So can I ask you a question?

[00:09:38] Are they creatives that were also created in the Topper Funnel or they're brand new? These are different. Okay, and we want them to be different because we want them to specifically address that at the top of the funnel, we go more general about the brand so we can talk about the history of the brand, the range of products.

[00:09:57] And this is going into more specificities or questions people might ask. We go to brand owners and we said,what questions get asked a lot on your support desk or what on your socials? What's the, what gets commented on the most? So then we create, there's no point in knowing it and not addressing it.

[00:10:15] We'll go out and we'll get users. we'll get user generated content or create user generated content through the brand owners. They say, go out and just show us how you put, share the video of how you put this together. Or shoot a video of someone reviewing your product, talking about how it gets rid of 99.

[00:10:32] 9 percent of everything out of the tap water in Australia. So that's more specific because we don't want to talk to someone about how this product's easy to put together. if they're not interested in the product to start with all the solutions, it doesn't make sense. Yeah. He's had to put it together.

[00:10:48] Like he's had to put a bike together, but you're not interested in riding a bike. So we need to develop that touch point and that trust with them and establish that they're actually interested in the brand first. Sure. At that really cost effective way. Okay. the other point that we've raised with this one is about experience.

[00:11:04] There's a lot of companies that just come and 40 years of experience and research goes into This is the second stage. The middle of funnel is more about education on the actual semantics or more intricacies of a product rather than just saying, hitting them from the top of funnel middle of funnels.

[00:11:21] More of an education. Correct. And it's where we address the most common pain points or problems that people are finding in this industry, because we've already established that they're interested in their health and interested in clean filtered water. Yep. So we're not now at this level, we're educating them about how their actual products work and it solves their specific problems and what points they have.

[00:11:49] for this particular brand, it's exactly the same methodologies you would employ for any brand. You would do introductory, bit of an education in the middle of funnel, and then. Bottom of funnel is going to be a completely different message that you deliver. 100%. So we've got another, client that we're working with Solutions Ape.

[00:12:06] Now I'm not going to say the name of the client, but they sell fishing gear, fishing tackle, fishing accessories. very niched. and at the top of funnel stage, we're just trying to gauge whether someone is interested in that style of fishing. We're not trying to sell them fishing gear or show them fishing gear.

[00:12:22] They have two specific seasons of fishing that they have dependent on the migration of the fish. and we need to know which one of those styles of fishing or seasons of fishing that person's interested in. It's no point just going, I'm interested in fishing, that's that could be anything like there's so many different ways, so many different environments to fish in, so many different fish to try and catch, so many different whether you're on land, whether you're on fresh water, salt water in a boat, what time of year it is, there's so many variations.

[00:12:52] So at Top of Funnel, we're not trying to sell them any gear or show them any gear by solutions to them. We're just trying to gauge whether they are a person who is interested in this style of fishing or this style of fishing. Yep. Then at Middle of Funnel, we know to get that engagement, they move into this.

[00:13:09] We know that they're engaged with that style of fishing. Middle of Funnel. We're going to show you our solutions or our products for that style of fishing because we already know at the top of funnel you're interested in it. So essentially all you're doing is the, the old days of Facebook saying, Oh, we want to You're creating data in the top of funnel that's filtering into the middle of funnel that you can now start showing to those people, those solutions or all those features of that particular type of product.

[00:13:40] Yeah, a hundred percent. and it's just pre qualifying them. And this was born out of the fact that, we did lose a little bit of that. Facebook was amazing at just putting the right things in front of people back in the day. I feel that guy and. It's not always like that. The users have become more aware that they're looking at ads.

[00:13:58] It's not just, Oh my God, this is this is destiny. This is in front of me. And it's exactly what I'm looking for. As things got restricted with privacy and Facebook or even removing some of the interest based targeting of the real specific stuff and that have been doing for years, ever since that Cambridge Analytica data bridge, And, all the issues that come along with the Apple privacy, but fundamentally, if we go at that top of funnel level and, the water filters, is this person interested in their health?

[00:14:28] you've now created your top of funnel campaigns, right? You're creating your audiences and using your middle of funnel. You're now retargeting, for want of a better term, using those audience segments you've created through engagement, you're now targeting them through your middle of the funnel, right?

[00:14:45] Correct. Whilst your primary objective is in conversions, it is awareness, and whilst you are getting conversions coming through from those campaigns, what audiences, if any, are you creating in this funnel step? Are you creating any audience segments in this step? In the middle of funnel? Yes. So that we can target them at the bottom of funnel?

[00:15:08] Yes. Okay, so there's two things at play here. The first is If the brand has a bit of history in it at what we'll call our conversion step, and we go into bottom of funnel today, we'll talk about that later. I suppose my question is, whilst we get this segment, middle of funnel, we got the middle of funnel, we're targeting these engagement audiences.

[00:15:31] are we creating any further audiences from here? So we're creating people that have viewed content or added to cart, but not purchased. Beautiful. The other thing we're doing is we're creating an audience of our loyalty, in our loyalty section, which is people who've purchased and that does happen at middle of funnel.

[00:15:48] we do also use these warm middle of funnel audiences, and we do test scaling campaigns out as well for purchase conversions, which can potentially work, I'll go through those strategies about how we make those decisions, what ads we show them. that can be later on down the track, yeah.

[00:16:02] Yeah, and there is an advantage plus shopping extra that we put in here. Yep. fundamentally, everything feeds itself in here. You can see this feeds bottom of funnel, but then also as we get further down, our loyalty campaigns guide what goes into top of funnel and middle of funnel.

[00:16:20] It also guides our scaling campaigns. These feeding to these audiences. And so it's not so much a look for ease of explanation. this is also feeding Klaviyo and it's also feeding Google ads.

[00:16:32] So it's not just like that, but Everyone understands top, middle and bottom. It's being drilled into us. It's an easy way to explain it to people at the heart. Sure, that's good. I think that's a nice conduit to move into the, the bottom of the top of funnel into the middle of funnel.

[00:16:48] Now you've got those awareness camp, Audiences built, you're retargeting them. the audiences you've built. It's, you're not retargeting the people have been in your website. retargeting, but you're retargeting audience engagement, aren't you?

[00:17:02] Exactly. that's the difference now, whereas we used to just go. They used to effectively be very little bottom of the funnel. It was Facebook. Go find people to go buy stuff off me if they didn't, but they added to cart. I'll show you a bottom of funnel catalog and you'll convert there. So it's a two stage process.

[00:17:17] 99 percent of people did, and I'd say 99 percent of people still do, there's all these other functions on here Especially we have this data loss where, people might have opted out of tracking or they might have,on your website or there,we could be targeting people in Europe with GDPR, but these audiences that we're creating at middle of funnel, what we know we've got control of them because we're looking at people engaged on Instagram and Facebook, or they've watched 50 percent of your videos, that's all in app data.

[00:17:50] So what I mean by that is meta. Which owns Facebook and Instagram owns that data. They're not asking the user permission. Can we report this back? It's their data. The app it's part of their terms of service. They own that data. The subscribers, you own that data as a brand owner, because you've got their consent when they opted in and you've put them into your email marketing software, people that visit your website.

[00:18:16] There can be a little bit of a drop off there depending on what people's privacy settings are as to whether you can remarket to them. But I'd like to think goes to reason that if someone's interested in your product, they signed up to your email list that they have already been and do content on your website as well.

[00:18:34] So there is a mobile app there and that's how we capture them there. But the in app data is the key for us here. Yeah. It's cheap for you too. It's cheap to retarget them because it's in app data. You're not driving traffic away from the Facebook interface and that therefore it's more expensive and keeping them in app and now you're going to start retargeting that, that audience.

[00:18:57] And it's going to be cheaper for you. And not only that, it's going to be more qualified audience. Oh, it's way more qualified and it's accurate. And. You saw there in the last 30 days, that brand that I showed you for the water filters, their warm audience of in app data, their subscribers and their website visitors excluding their purchases sat around a hundred thousand people.

[00:19:19] That's a pretty big audience that you know, have already had contact and engagement with that brand, with your brand. And that's not a bad conversion like in app ROAS for a conversion action. That's not a conversion action. I That's a maintenance action and you've got a good ROAS there.

[00:19:39] You're talking about how much it's costing us to build that audience effectively. Yeah. 100%. And it's not costing us a hell of a lot. And look, whilst you've shown us that example there, that's just one example. the clients that you work with, do you see universally result?

[00:19:55] From top of funnel to middle of minimum funnel, the bottom of funnel. Whilst there could be variations between the, the performance metrics, but are you seeing a similar type of result every time? Yep. Every single time. And I just had this conversation before I jumped on this call with you, with another brand owner.

[00:20:13] and he said he is getting, for a reason that he was unknown to him, and I had to explain to him the system we're running, because he runs his own Google, we run his email and his Facebook, he's my Google ads have never performed this well.

[00:20:25] And I said, it's because of the system. The system was designed to fuel your Google ads. But now that Facebook has balanced itself out and it's performing a lot better in 2024, it's also fueling the conversion campaigns really well. And he just said the return on ad spend that I get on Google now is the best I've had in about two years.

[00:20:46] Only thing that's changed. Is we've added in meta advertising matrix, which is just fueling it for him because what he's saying, he's getting a better return on ad spend, but he can see the conversion rates higher. So people aren't coming in cold. They're coming in with that search intent. They're solution aware.

[00:21:04] They come straight. They start doing a direct search or they're doing a brand search or. 100%. Exactly. It's not by accident, this whole system is designed to work like this, Klaviyo then feeds these audiences back into Google as well. Klaviyo is feeding these audiences into Meta and it's just this big cycle that we have.

[00:21:24] It normally, the other question people ask is, how much should I be spending in terms of budget allocation to this top and middle of funnel? To start with, we say about 20 percent of what your overall daily budget is 20 percent what up to top of funnel or middle funnel.

[00:21:37] So 20 percent total to top and middle there to build engagement and awareness. So 10 percent to each. So if you've got, sorry, I'll just digress a bit. 10 percent top 10 percent middle is that just for Facebook or is that overall budget? Just for Facebook. So let's say for argument's sake, you've got a hundred dollars a day to spend on Facebook.

[00:21:57] Yep. Advertising. We'll do $10 to each. 10. 10. Gotcha. You can see those CPMs are so low. Yeah. Going to reach two to 3000 people per day in each of those campaigns for $10 a day. Gotcha. If you had doing a hundred dollars a day, you're doing a thousand dollars a day, be a hundred, and then we'll move into, yep.

[00:22:14] And adjust that a little bit as you move further into it, because you might need to spend a little bit more on that top of the middle if you've got nothing to start with, that have something to start with, that's where we start. Most brands do when they come across to us, because they're already part of the solutions, like Google ad strategy.

[00:22:32] So they've lost audiences. Yep. if it's brand new, we might need to adjust it and change it or if they haven't done anything for so long, we might need to adjust it because we need to build those audiences quickly for them and reallocate budget as we need to. yeah. Nice. Okay. think we've gone over what we thought we were going to be talking about, but that was good, mate.

[00:22:50] That, I even learned a little bit from there. That's very

[00:22:53] we will have a playlist on the solutions eight channel that you can watch them in sequence if you need to. and if you do want to reach out and find out how you can utilize the system that we're working with, Dan.

[00:23:05] using the, Facebook, Klaviyo, Google ads system. Make sure you reach out to, the Solutions18. we'll be able to fill you in as to how we can help you guys out. thank you very much. Thank you, Dan.