Is CPC Capping Right for Your Google Ads Campaign?

[00:00:00] So my global row as inapp increased 20%, my conversion value increased 127% and my cost increased 90%. So everything was much more efficient. But you can see I'm getting 4,100 compared to 6,800 clicks by spending, you know, 1/5if of the budget. You know what's interesting is I did a

[00:00:19] different approach. I actually made standard shopping my massive uh spend. That one had $2,600 per day and my PMAX only had 500. Okay. And now here's one of the reasons why is in this particular account the uh and actually I'll just I'll I'll set the stage for everyone. I I can't

[00:00:38] show their account um with the detail. I'll be able to like pop into it, but it's it's for multiple reasons um that I can't discuss, but I can't I can't show this particular account. I can show like screenshots of it, but I can't I dive into their data. But um what I did is I had one standard shopping campaign that was spending $2,600 per day. I added on

[00:01:00] a PMAX to that at $500 per day. Reason being and it was a one product on both campaigns. So singular product on search, singular product on or sorry on shopping and singular product on PMAX. And then the what was interesting is my standard shopping campaign that had a 100% troz strategy that was not spending its daily budget increased its ad spend by 55% within a week. And so then I started to

[00:01:28] actually spend budget. Now my other campaign on PMAX that was spending $500 was able to spend its full daily ad spend right off the bat. I didn't see much reduction of uh efficiency in standard shopping, but it did take off about 20% of the rorowaz. So, I saw my standard shopping go from a

[00:01:48] 90% rorowaz to about a 75 77% rorowaz. And my performance max though kicked off right away with a 200% rorowaz. But I think these are they're actually being shared back and forth. So, it's no longer a feeder strategy where it's one to the other. They're actually sharing it. And that's why I think what's

[00:02:06] interesting, Joey, what you saw with your CPCs is what I saw with rorowaz. When standard shopping had 100% rorowaz on a 100% t- rorowaz goal and then I launch a pmax at 200, pmax took the fast, easy, profitable, cheap wins from my standard shopping campaign and gave it to performance max. So imagine a

[00:02:27] standard shopping campaign that has 50 rorowaz conversions, 100% rorowaz conversions, and 150% rorowaz conversions, and all we did was just take off the 150 and give it to performance max. So now my average between 50 and 150 now went to an average between 50 and 100. So it went down. Because of that though, it was

[00:02:45] able to spend more and stayed at about 70 75% t uh 7 to 75% rorowaz, but the performance max campaign jumped immediately into 200% because it took all those fast cheap wins. I then started to scale up performance max more, which actually went from $500 a day to $1,000 a day. And that actually

[00:03:06] has had just a slightly better effect inside of my standard shopping campaigns. But was interested if it just kind of kept everything allowing it to raise more more spend. But the interesting thing that I that I saw was that my I think my standard shopping campaign also was able to spend more because performance max equaled almost the same amount of clicks. Like I've

[00:03:26] always had about $3 clicks and I just added Pmax. I just got a whole bunch of 80 cent clicks. So my overall CPC dropped. I actually have the uh I actually have a LinkedIn post and I'll just go through and and and share the screenshot that I posted on LinkedIn because that'll actually help me reference the stuff that I'm talking about. But inside of this strategy here,

[00:03:45] copy image address. There we go. This one should work here. So, this says all products is not I just clone one. It should just a singular product. It's already updated now. But this one was interesting is this was able to go from 10,000 up to 15,000. My rorowaz dropped 13%. This one had 248.

[00:04:05] So my global rorowaz inapp increased 20%. My conversion value increased 127% and my cost increased 90%. So everything was much more efficient. But you can see I'm getting 4,100 compared to 6,800 clicks by spending, you know, 1/5if of the budget. Yeah. Because the reason why is I still want this campaign to win for the majority of traffic. I don't want

[00:04:23] performance max to win for the majority of traffic. that that will be that will allow it to be too susceptible to the eb and flows of omni channel traffic. So what I want the pax to do is I want this to be a bolt-on to say remarket everything from standard shopping. Remarket everything from everywhere else

[00:04:41] but also don't fall too far into just display remarketing. I need this I need the shopping. I need the PLA to be active right? And so this is allowing my performance max to go out and find the fast easy cheap wins. It's going to steal the fast, easy, cheap wins from standard shopping. That's okay. That just it does

[00:04:59] it more effectively anyway. But I still want standard shopping to be the primary driver of high intent bound search. So this is actually working pretty well. Um because we can see obviously, you know, more rev for less spend or more rev for more spend but higher more amount of revenue. So this is still working pretty

[00:05:15] well, I think. Um I just was I did not expect this to jump up in spend. That's what I thought was interesting is I was already below goal. I went further below goal, but I spent 54% more. So, how does it go from a T- R of 100 only getting like a 90 and then going down to 78 and spending more?

[00:05:33] That's the opposite of what T- Rose would do. If it drops further away from the goal, it would spend less. So, I'm actually almost thinking about bringing this down to like a 50 60% T Roz goal. I want to give it a bit longer than a week though to see how this overall works. Yeah, I want standard

[00:05:47] shopping almost be like 40%. I actually don't really even need a T roaz goal too much on standard shopping but just I but T Roz just does great for getting the similar search terms that we know already convert which is why Max clicks would just like throw smart bidding out the window which I was nervous about that's what you tried um which makes a lot of sense because if PMAX was really like a uh the hey feed me and I'll take it from here that would have been amazing because like oh real low CPCs massive amount of clicks the only thing that my fear was is that Because Pmax defaults to all the only conversionbased bidding strategy you could possibly do. It almost leaves

[00:06:24] it like a default that everything else is standard shopping. Now, I think this is more of an issue with clients that are in that like SMB size range, like the small businesses that are barely able to cover the cost of advertising and then even like slightly larger, the 5 to 10k clients, they seem to be just starting to craft.