Maximize Google Ads ROI: Strategies for Conversion Path Optimization & Avoiding Over-Remarketing

[00:00:11] JOHN: Exactly. Exactly. Exactly right. And then you leave it up to data driven to be like, and now here's where we're gonna screw everything up. Yeah. And you're like, well, Laro eyes looks bad there. Yep. . Hey, wow, everyone's, everyone's brain's dead.

[00:00:35] JOHN: What, if any, what decision would you make from a conversion path that might make you change anything inside a campaign? If you were to see something inside conversion parts and go, oh, What would you interpret inside conversion pass, which would cause you to take action at, in a campaign inside Google ads?

[00:00:52] JOHN: I think sometimes, , I'll see clients doing too much remarketing. So a second to last step. And the last step is a lot of times directed. Is it because of remarketing? Possibly. Can you control that? Yeah, You can run the separate remarketing campaign or a YouTube remarketing campaign on a low bird spend.

[00:01:07] JOHN: That's probably what's going on with, which is why I only spend three grand a month on it. Out of the 125 grand I. I'm controlling how much remarketing I can at least do on that channel. I know smart shopping is going remarketing, but that's only 515 of the four grand, so I'm bringing in much more cold traffic at $3,500 and then purposely trying to only spend $500 on it.

[00:01:30] JOHN: And it just so happened to be that the luck of the draw that this P Smart shopping campaign, when I launched it, even after my main pmax was up, was able to kick into remarketing and do really well. My listing groups, , my CPCs are three bucks. They're, and if I was looking at this from a standard shopping campaign, we were paying 2025.

[00:01:51] JOHN: Cause this is a crazy competitive industry. So that's just kind of cool. As I know, I didn't get, a million users on inbound shopping. , it is way. Marketing and I just saw that my Pmax campaign was doing really well on inbound search. It actually is better than inbound shopping.

[00:02:09] JOHN: My inbound search Pmax is doing better, The, , YouTube was, free to do what? YouTube. Does cold because I have another campaign sucking up display away from it. But could only come from an upgraded smart shopping campaign because that's what smart shopping used to do.

[00:02:24] JOHN: Right.

[00:02:25] JOHN: Ooh, everyone got brain damage? Yep. Oh yeah. All

[00:02:31] JOHN: feels like it. I'm gonna watch this 12 seconds. Hold on.

[00:02:36] JOHN: I love the Simpsons. I was always, I, I joke with my wife because I said, I'm like The Simpsons. I'm like, Homer trying to cook. And he is like, cereal milk. And that starts on fire. . Yes. Do you know what conversion? Yes.

[00:02:57] JOHN: Yeah. So that's what's really fun. And the longer, longer that I do this, I find out. You kind of set up a structure as best as you can. You analyze the conversion path and then you restructure everything

[00:03:16] JOHN: And it's so unique. It is so unique. , your global efficiency, your m e r will dictate if you're right and wrong in optimizing.

[00:03:28] JOHN: Oh, and here's a, quick tip. Don't optimize your conversion path based on too few path links. Optimize it based on the more path links. So for example, I look at the one path link and then also the all, so if you look at the paths descending, it's like, yep, PMAX bringing in a whole bunch of people.

[00:03:53] JOHN: Okay, well that's not the top conversion path. When you're looking at revenue, that may not also be the top conversion path. Look at the transactions descending, and then go and look at more than one path length. Be like, no prior events. Cool. I don't do anything. That's not it General. Okay, one click conversions.

[00:04:10] JOHN: That's that's not necessarily. The people that just click on general and purchase one time. That happened 13 times. But also if you look at the S N O general campaign, the general to direct is five. The general to direct four times is three, that's eight. And then the general to direct three times is two.

[00:04:33] JOHN: Then two generals is two. You start to see that there's more. . Conversions that happened when you have more variations, rather than just sorting decently and be like, well, that must be the best cause.

[00:04:48] JOHN: 13 is less than five plus. plus two, plus two plus two plus one, plus one, plus one, plus one plus one. You see, you kinda see the pattern. You're gonna end up with 30 conversions. With that involved the general products that did not have just one click, and that's where you start to analyze. Look at when that shows up.

[00:05:14] JOHN: How often is it, number one, how often is it? Number two, how often is it last? Did it start? To the end sequence, be more direct than anything else. So you wanna, you wanna kinda interpret why you're trying to identify what past people are taking.

[00:05:28] JOHN: Well, I was gonna say, when you typed in, like you typed in general, then it had you typed in a control F typed in general. It had one, there was 2020 conversion. There were 20 conversions. That general was in. Just say you had a seven day window, then you could then go into Google Ads and say, oh, but general's only showing up.

[00:05:48] JOHN: Google's only giving General four conversions. So you can say to the customer, look what general's doing. Look at all the touchpoints it's had in conversions. Right. And it was so funny. Exactly. Exactly. Exactly. Right. And then you leave it up to data driven to be like, and now here's where we're gonna screw everything up.

[00:06:05] JOHN: Yeah. And you're like, well, the row eyes looks bad there. Yeah. . Hey, wow, everyone. Everyone's brain's dead.

[00:06:17] JOHN: Let me just all like insulted everyone. You're like everyone's brain dead. . No, everyone's brain is dead. Stop insulting all the employees.

[00:06:31] JOHN: Bye.