Performance Max Update! A Gift From the Google Gods: New Customer Acquisition ONLY

[00:00:00] couple of minutes late y'all i had some technical difficulties but i think i got them all figured out and i had some sales non-difficulties i was finishing up on a new potential client call nice did we close them through huh did we close them no not yet i think it was made a really good impression oh with them they're a very large um it's actually a mobile vet company um and we've had a couple of at-bats with mobile vets and just never for whatever reason never made it this one is uh i i really really like this company they're um a lot of opportunity for for uh improvements like dsa campaign sending all the traffic to a services page rather than the geo-specific page you know that that they actually have a 16 conversion rate on but most traffic goes half the traffic goes to the page with the two percent converted rate so it's like map it's just some just some oddities there that i'm like this is these are you know obvious areas

[00:00:54] for improvement but um yeah it's a it should be it should be hopefully a good relationship if they decide to choose us that's awesome um for our audience i just posted a link to our new um q a thingy and i realized i want to apologize last time because we had a disjointed model and system and that's because i'm the one that created it and i'm an idiot so my assistant julianne who's brilliant in every way she found us this little handy-dandy widget on sleeto i guess it's called so i posted that in the chat and um that's available and accessible to you um and you know what i should be doing dude i'm actually gonna take that out of chat and i'm gonna go put it in the members only area now that i think about it so sounds good in the meantime john we do have some uh some questions and i'll team up for you to get started while i go post this little q a thing yeah that's perfect archie says with

[00:01:51] pmax are you able to target a specific competitor's url product page or just their broad website where do you input this from creating a custom audience signal how much success have you had yes so uh you can potentially so it's actually not a uh i swear we're teaching google like i've had two times where i taught google something i think i think they watch these videos and i say that not not to be you know arrogant uh or or egotistical but when i talked about conversion lag all of a sudden you know the conversion lag counter showed up and then when i talked about hey we're driving traffic to a specific landing page um now they're actually reviewing uh the websites that you're posting in there and actually have a spot that says here's the website that people visit and we'll review it so each time we find this little ninja thing google ends up finding it as well and then controlling it kind of like regulating it's like big

[00:02:42] government uh so if you find something that works that's successful there's a tax and regulation on it but yes so you can potentially what i mean by that is you're going to be able to identify a page that people go to when the traffic is plentiful enough and google has data on that user now if you are trying to track a page that might have a hundred users a month probably not you're probably not going to see that the danger here is with performance max it's a hard target with an expansion opportunity so if you post something inside of performance max as a target and it says wow we checked here didn't see anybody and then it goes off on its own you're you're essentially saying well this target that i thought was going to work is not working you have to understand that it's going to try to go to those people if nothing is there it's going to just go off anywhere it likes so yes you can target a specific down to

[00:03:37] a very small web page my opinion would be to upload or to add a custom audience with that url first see if it defines an audience for you see the size that audience and then know after x amount of weeks it's going to blow through that audience and then try to go elsewhere and then you have to say is that worth the test members here's what i'd like you to do if you're on our channel click on community and then you can go you can see the link that i posted for our members only and when you're posting your questions uh this is what you're going to see if you see somebody else somebody else's question that you like vote it up and then we're gonna prioritize questions not by chronology but by popularity because i think that's that's the best way to do it right like to make sure that we're addressing the ones that people are most concerned with may the best question win [Laughter] man the officer what is it man they

[00:04:32] ought to be ever in your favor i don't know i never watched star trek i just i just made like half the community mad sorry um how the hell do i stop sharing my screen now there we go all right john i'm going to uh tee up for the next one all right goodness dude it's blowing up uh inside the product tab of performance max showing only 50 clicks daily the total campaign got whoa y'all hey time out i i can't be your secretary so you need to type your entire question into one box or i'm not reading it um we're gonna go to corey how are you segmenting new customer acquisition versus returning customers via separate pmax campaigns in the beta um it's coming soon so just hang tight it will be here in about one two months there is a feature coming out um that will help you identify new versus returning and target them specifically uh so i can't divulge much more information about that because we are

[00:05:27] under nda with google and i probably just violated it there but just know that that will be a possibility inside the campaign specifically and you guys i know that's so annoying to hear it's true like google sent us this this fu document that we had to sign in order to get the access to the really cool stuff how many slides were in that presentation like 65 65 yeah so there's in every slide was at least one new feature sometimes two or three and so at least 65 new features coming to performance max yep and then there's also another thing that is is interesting is performance max is going to be heavy new traffic and so if to my smart choppers uh out there my smart shopping users out there i should say that was 80 heavy remarketing of new and existing traffic but still heavy remarketing 20 of customer acquisition that's why your costs were always like my standard shopping clicks were like eight dollars

[00:06:17] my smart chopping clicks are like 48 cents it's because they got one standard shopping click and they market the crap out of them for six months and those people have really good roads and then they will convert now performance max is is like facebook it's a brand of cold traffic audience you're giving signals to and it's trying to go after it so where we used to fall into the the hard reality of smart shopping just going after those people over and over and over again performance max is going to flip that around where your roads may be maybe worse but it's not going to be the existing user that came to organically and also came through facebook and then just got remarketed to them by smart shopping so just know it is a complete reverse paradigm of smart shopping um and it's not going to act anything like how the smart shopping campaigns were acting so i've got a challenge for us john let's try to outrun the questions

[00:07:06] because what we have been doing is long answers up until like 10 minutes before we have to jump and then we try to rapid fire let's rapid fire now and see if we can't get ahead of them we're playing with things y'all so just bear with us oh muhammad saying fyi there's a character count on these messages which might explain the multiple threads all right i'm sorry y'all if i just offended anybody i just got overwhelmed um how long would you suggest turning off tcp r2 rows when trying to allow for campaign learning uh it depends on the campaign forever well honestly yeah really i mean i always am a big favor of using daily ad spend in order to limit the the issues not tcp of t rose um tcpa two rows is gonna say like lock it into a very finite audience that will decay over a very short period of time and then you have to turn it off anyway to gain a whole new audience so just don't spend as much

[00:07:54] how many keywords are recommended for asset group for hyper segmenting oh man uh go as many long tails you possibly can my last long tail asset group i had 65 long tail keywords and my last update of impressions they showed up for and dsa was about ten thousand different search terms but the long tail keywords that are in a single asset group are very very very similar right they're effective yeah it'd be like you know best google ads agency best google ads agency for e-commerce top google ads agency for you know sales most reviewed top google ad i mean they're like just long tail ridiculous it's how do you say the exact same thing 65 times right right break out your the source your dictionary and then just go to town matching well and i think that's an important distinction because if people are building out multiple long tails in a single asset group and the the keywords are too disparate then i think that's going to

[00:08:50] dilute the quality yeah but the other thing too is just remember that your your asset groups are going to overlap with each other so don't try like a cold traffic one than a long tail you're just gonna get everything anyway um the so they're gonna overlap so try to go very very specific remember google's gonna take something and run with it so don't give it like shoes and then also it's like we got snow shoes and you're like i sell high heels crap like you went the wrong way so just think about hyper specificity because it's going to 10x that uh what do we do after seeing that our hyper segments have good or bad performance oh well uh if they're having good performance leave them on and start to change out the low uh the low asset group performance score so look at the view details of the asset group and then when it says low swap that out for something different pmax does it for you right it's almost set

[00:09:40] and forget it if you don't if you have 100 asset groups and you need to redeem one of those asset groups then kill it but otherwise if it has low performance over time pmax is going to kill it anyway you'd think so what ends up happening is it actually just starts shifting users so it's so stupid so for example i'm going to use a really really my newt small specific example i got two acid groups i have a bad ass group i have a good asset group and i have a thousand people total i shut off the badass a group another thousand people are finally good as a grouper for me to go to ask her back that's so funny so google got romantic about the audience it was trying to sell to yeah and you're like okay i have two targets this one is good this one's bad you're like that one's not good i like money so you get your clicks over here now and it just shoved them in one area so you do have to pause but you also

[00:10:22] have to pause what the good and the bad people are not are not doing the implications of that are staggering because it means that if google's desperately trying to target an audience you almost can't stop it and you almost want an asset group that will take the distracted audience to keep your other asset groups healthy yeah and but that's why i said from day one as hyper segmented as you can get google's like ah give me all your data all your lists all your keywords all the things and it's like here's your mediocre performance like what do i do i'm like gotcha you're screwed uh that's what it did so now if i can actually shut off specific products in a specific audience for a specific asset group in a specific campaign okay now i have some control even if they start to shift over a slight loss of a 300 aspen in one asset group is not going to be overtaken by a 50 pause so it's essentially you're

[00:11:09] you're basically trying to scope the audience as much as possible to get rid of the bat it's like okay can i give her the bad audience yes most of them but then they came over here okay well can i get rid of the bad audience that's clicking on these too much yeah you can i'll show up the products okay what's left a slightly better audience with products to sell good that's awesome during the three months of not touching our campaign can we add new photos videos or headlines no um you know what's so funny is not technically google again as updated as of yesterday any change you make a dollar per day difference puts it into a three-week learning period is what google said the first time you launched google us but performance max campaign is six weeks now the learning period is what the official now new update from yesterday what google said why does that line keep moving do you think because they've

[00:11:56] changed it so many times that i'm starting to wonder whether or not they're actually retooling the algorithm it's a specificity thing so here's the best part is it's all statistics are just lies with numbers like that's all it is you just come up with that or is that somebody's thing that's brilliant someone told me that one day i was like ah you're right [Music] here's what i think you're gonna have varying degrees of performance increasing dave just said that's stupid i love you dave uh how do you ban dave by the way can we yeah can we love you so here's what's interesting is depending upon what you change you're also going to be depending upon when the total three weeks is up and here's what i mean by that if i change all of my youtube videos i think it's gonna take three weeks for me to see it change no i'm gonna see a change in the first four days but after running those youtube videos for three weeks the display or

[00:12:50] discover remarketing of an old user finally did or did not convert like 90 of your effectiveness will be felt in that channel very quickly the ancillary is going to come later so i think that's a full three weeks it's like yeah three weeks for everything but now you'll miss my three dollars he says he's got us um but the the the changes that are gonna take effect are gonna be instantaneous and will be be uh be technically um felt quickly but the overall completed effect of after time lag and after sales cycle and all the other stuff there's gonna be three weeks so new campaign six weeks learning changes and campaign three weeks learning just understand that if you make a change and you give it a week or give it two weeks you're not fully there yet so that's what that really means it's like don't make a change the next week make the change and actually make the change because all of a sudden you

[00:13:36] just kind of if you're actually making changes that do take longer yeah you're probably gonna not have amazing long-term performance um and that's very very true i've seen that where from day to day i'm like ah it's kind of sputtering and then i look out the picture i'm like oh i'm just going in a heartbeat this way but it was like plus 10 minus 10 plus 12 minus nine i was like machine learning you're watching it like in action yeah and that's what's really interesting is um i i can't share this client name because they're a very large client um and uh i'll see if i can give you a screenshot real quick i'm just gonna go back to january look at all campaigns um while you're doing that this pertains to adding asset groups too right it's not just changing an asset group it's adding an asset group resets the entire campaign and moves you back into learning right so here's um hmm that will work

[00:14:32] okay you're gonna know that this company sells uh sells things that are of the beauty just double check make sure it's good yep so we're hired in march uh for this company here can you see all this right here uh let's take a look here there we are i like that you some product placement going on there you know what's funny is that's just print screen that's the link shop site like no joke i could like refresh this and like i can't get away from this uh so here's what's cool we were hired here this is a performance max solutions date everything else was paused and i spent 421 grand since january but i actually started here they were on a really big decline partially because this company had face masks really driving a lot of the revenue well that did not become really popular after face masks started to go away in the united states so we paused it star performance max and now is done obviously this is april so it's not

[00:15:26] done yet um the april 25th but that's week over week performance starting to get better so you can see that it's slow and incremental but that's march and all of april and now is trending up now there's a 80 000 climb there um you know from that from the time period but again if i'm centered like panicking every three or five days and i didn't give it two months and monitor i built 80 asset groups so that really helped but i did it all in one day actually i didn't our team did um shout out to our team was a freaking beast 80 acid groups overnight like amazing but anyway that had the effect of now we're starting back in the right path so it took a campaign that was dying over a course of a quarter because they put all their aspen into a pandemic product and now it's now it's heading the right direction but again it's slow and incremental and you have to have patience and you can't be panicked

[00:16:13] i forgot to give shout outs to our new members by the way y'all i'm so sorry i'm so bad at this i'm really self-conscious about this right now i'm bad at running the chat i'm bad at the member cadence i promise i'm gonna get better uh glenn seawell who's one of my students over at dm elite appreciate you brother anime laboratory alexander dunn matthew nightingale uh gustav jacobson appreciate you all being members um can i start a new google ad account with a with a new brand for very good content website uh right away five hundred dollars to a thousand dollars a day on performance max you can um as long as you've indexed your site with google search console yeah you're you're going to be you're going to start great um now you're rowaz can i pause you there that is a hello tip yeah index your site with google search console the fact that search console is feeding google ads tells us so much

[00:17:05] about the way the paid algorithm is going to play into the organic algorithm so all my seos out there pause for a moment and celebrate because you're not relevant again everyone this is a google ass channel so if you're seo and you're here that's just gonna happen to you we're gonna take a couple shots at you but dude i'm serious like organic ranking now just like plays so heavily into the way that all this is going to function it does and that's what's interesting is the engines that google utilizes imagine google is like this you know cheap startup company that's just trying to leverage everything where it's like we take our taxi and turn it into our food truck yeah just paid it differently okay use that like that's how this is working so like what scans the page and tells us what happens on the site uh search console great let's use that for dsa done let's use it for also like our broad keywords to see what else we do

[00:17:54] done like and now let's use it to see what other broad keepers we can match to based on what is coming in from the dsa done that's all coming from search console that's like 80 of performance max in the first month so indexing your site in search console everyone here's a pro tip run your page through um uh uh page speed insights run it through page speed insights i forgot to call it now but run at your website through page speed insights and if you're seeing bad performance or no visibility or too long to load just know that performance max is going to basically try to scan the page and say ah don't see anything too long to load and then try to drive traffic that it can't see to your site so make sure that your website you get logged on in the days they're just like throwing up a clickfunnels landing page and be like google index and scan that and understand exactly what i want by tomorrow go it doesn't happen before

[00:18:47] so landing pages are sort of out with performance max for a mattress store with uh 200 products we're running pmax with one asset group with all products with multiple audience signals in tcpa now we started segmenting them in the same campaign to many asset groups with one audience signal in each but with all products in each of them do you recommend splitting the products by listing groups for each new asset group or keeping it all products and the performance of the campaign's still bad well what you're doing is if you have all products i don't know what the differentiators of the products are if i'm if you're showing me an image ad about a particular product and the headline is about a particular product and i'm interested in a different product or it's not here's a good example is the asset groups all similar is that what i'm trying to remember exactly what the the question said is is all the assets similar and you're

[00:19:43] only doing one audience per asset group but all the assets group are identical and they're representative of all of your products the bigger question is here can you take all of your products that you completely have in your store and sum it up in five headlines with hyperspecificity the answer is no you can't do that we had a problem with another client where we took over the account and they had two asset groups and a thousand skus and they emailed me like john your ad copy is all wrong i know we're building all new massacres because you have to when you google something and google a cold traffic keyword it's like headlines about one product the the other headlines about kind of something else the description is about like a warranty like nothing makes sense now in the ads it's no longer relevant because you're trying to just jam everything into five headlines five long headlines by descriptions

[00:20:29] again long headlines aren't on search so five headlines and five descriptions if that isn't representative of every single one of your products no you can't do it that's where the hard work comes in is you have to build out a ad group essentially for every one of your products or product categories or group of them that are i yes this headline applies to those 10 products but not those 900 skus that's how this has to work same mattress folks there's a smart campaign not smart shopping but smart with five plus roads will it affect the pmax campaign do you recommend keeping it or pausing it it depends on what the smart campaign is doing if the smart campaign is delivering a lot of i've seen smart search and smart display smart search specifically when you hop into smart search and look at some of the keywords it's like oh brand brand and then everything else is cold so typically smart campaigns will go

[00:21:16] after brand um like smart display and smart search now not dsa but i guess smart display smart search if it is heavy brand it doesn't matter i mean that's not traffic that you were earning anyway but if it's not heavy brand yes it will it will be overtaken by performance max when performance max has better rank what it has been a rank is did you build it to have a good ad rank like hyper specific so you could click the race diversification yada yada if you're just joining us i want to drive you to in our youtube channel you'll notice there's a tab for community and if you're a member you can come over here and click on this link and this link is going to bring you to uh slido you think that's how we say that i have no idea sure slido is where you can go submit your questions um next question corey uh when are you adding more than one audience signal to asset groups i'm gonna can i see where that question

[00:22:10] list is yeah i'm going to drop it in slack for you thank you sir i'm a visual person so i need to kind of like read the questions alongside if you meet them i'll have nothing to do on these calls like i need to read them as you're explaining it to me uh all right so what was he saying it was on corey 20 minutes ago yeah uh he said when are you adding more than one audience signaled asset groups i might have just archived that one oh when are you adding more than one audience signal to asset groups i don't reason being go into your insights tab look at a search category and tell me how many asset groups it matched for if it's more than one it doesn't matter the reason why you segment them out though is to try to push them away or bring them into its own campaign later on in the future if you wanted to dude this is just skaggs all over again it's not even worse it's it's it's broad keyword skag

[00:23:11] but we from a paradigm perspective it's focus on this target with this this very specific target with this very specific message which by the way isn't like that's not even a technical thing that's just that's a philosophical approach to marketing hey these very specific people need to be spoken to in a very specific way and all of us are like damn it i wanted to sell everything to everybody what the hell yeah what's so funny is i i got the same thing i don't mean to offend anybody here because i had that like oh i'm stupid of course that doesn't make sense but i'm looking i'm like i have like two acid groups i'm like i have a thousand skus i'm like well if i did this in a search campaign i couldn't get away with it two ads right for all products and so i mean i could but that's my brand campaign uh another question inside the product tab of a performance mac showing only 50 clicks daily the total campaign got 450

[00:24:11] clicks are these google shopping only questions yeah so what you're seeing is you're shopping only click so you have 350 of youtube gsp discover uh search display then your shopping got 50 clicks yeah that's what it means um corey again how are you testing ad copy and assets over time for a particular audience signal editing is existing assets or creating new asset groups with different assets so what's really stupid amazing at the same time is you're going to have a group of assets go from low to best on their own and then you're like well that's dumb and i know but it's genius because in a way what happens is again think about how nothing makes sense anymore but you have to look at a trend and how the overlap and how the overlap affects everything else but at the end of that is let's say two acid groups for example and i have calcium coming acid group a and not by anything and another cosum

[00:25:12] goes into a it doesn't buy anything and another type of that's awesome another costume and a smaller version called a microcosm he comes in and today that's the group a doesn't buy but then john comes in to ask her b and buys then john goes and asks for b and buys and john of escrow being buys and remember because the search terms are overlapping the better performance you have in asset group a is going to have better performance in acid group b as well because that person was found in both asset groups because they're very similar to the same targeting people so the better performance that you have in the account the better performance you're going to see in your assets because it says well this image to casa didn't work but this image to john worked and this image to john worked more often so this image works for everybody because everybody overlaps everywhere and a beast you gotta wait for a plateau and then

[00:26:01] optimize after the plateau after you stop seeing those move up so i didn't interrupt you don't ever have it again well you had a pregnant pause i thought you were done but i realized now it was dramatic effect exactly i was like and next question uh dylan's here uh hey guys that was me asking about how long to turn tcpa t roy's off before turning back on yeah will spending less make google spend more wisely or tcp only does something it does that um i think of the stair stepper approach from smart shopping only without using tcpa so it's like spending until it's good increasing at 20 percent it's gonna go bad but it's gonna go back to good and increasing another twenty percent gonna go bad that's gonna go back to good and so it's basically like rather than increasing twenty percent uh letting it off uh letting two rows off and then turning it back on and then turning back off and then uploading it so instead of the

[00:26:51] stair step approach you're doing it without tcpa so it's just incremental increases over time each time you do that you're going to see a dip and google's like wait three weeks and then you'll see that it starts to come back obviously and then and then scale up um and i've scaled an account from 500 a day to 50 000 a day in uh 58 days without losing roads so i know it's possible now i don't think that everybody is going to want your product the same way we have to think about oh yeah you know i can't scale it at 800 row as like a broken pair of sneakers like no one's gonna want that so make sure it's obviously you're dealing with the realm of possibilities but it is very much possible a necessary caveat that you're going to hear every single time we go live or you should is is think about the speed at which google's already changed all the rules about pmax everything that we're saying right now

[00:27:39] is subject to modification and it's not going to necessarily be us modifying it it's going to be oh the system changed again especially there's 65 pages worth of new features coming out each one of those features is going to is going to impact everything else and to our existing clients if i told you something last month and you hear something different today i'm sorry that's going to happen again it's it's changing so fast and then google i love them but google's always wrong it's horrible and i've set up campaigns wonderful it's why we're in business i know but like the whole like hey exact match keyword is the only keyword type that could pull out of keyword performance max i'm like okay then why can't i only spend 300 stay in my brand but 10 grand a day on my brand performance max using that my keywords like i don't know get back to you no never respect me uh they never get back to me uh michael

[00:28:34] are we are we rigoozo sorry what's your name hey guys thanks for the content these live calls uh and videos of deep value i appreciate you michael saying that quick soapbox y'all is is there's a lot of folks that either we can't help uh they don't necessarily want to hire us or whatever and we want to make sure that everybody has access to the right content the right ways so and everybody on this call especially all of the tip of the spear especially my other agency folks like you know it's it's important that we're doing this the right way because we're spending business we're spending other people's money on their behalf yeah i know when everything that we try to do as much as possible is like if i was sitting in a like a board meeting with members of a board of a large company even if it was a mistake everyone at the time that we were going to try this would agree that that was the right

[00:29:20] thing to do and that's kind of how i try to run this is i never have anything like okay so we did that that was a bad idea because i sent traffic to ebay not your site website like we never had that but it was more just like okay that obviously didn't pan out how do we pivot uh we have an outdoor clothing brand for men and women that we had already started a pmax campaign with one ad set running for a bit more than a month organic pima cotton clothing brand only has about 12 products uh 192 variant skus different sizes and colors what daily budget would you recommend uh it depends arms of andy's how many videos do you have running at the same time let me know that corey minimum daily budget recommendations for this legion campaign using single asset groups with single audience signals everyone be very careful about performance max and lead generation it gets spammed like crazy um we have been able to push the weight uh

[00:30:10] and i've actually even been like watching it being pushed away we had like five required fields that were pretty much you know fine we had 25 families a day for a day i added one field that just says how can we help open text field required 25 span went down to five leads three spam too good just by adding one field and in one in one day change um it was night and day ucl is like spam spam spam good like it was just woah so i've actually been tracking that so understand that if you run pmax for lead generation make it hard for them to convert if you are not willing to i truly mean this because i deal with this a lot of times with their own clients if you're not willing to add 10 required fields don't run it period don't or be okay with getting spam and trying to push it away by adding more fields but understand that if you run lead generation for performance max you are going to get spammed because

[00:31:02] google is going to go and hit every single vpn user on accident that thanks to the united states and they fill out forms because they're click farms being piped in from other countries just know that that is going to happen so don't run pmax unless you have 15 required fields i'm sorry to say my best performing client half their quality leads come from performance packs other half from seven other campaign types they have to build and actually submit a fee a quote for a product that they build to in order to get a to generate themselves as a lease not a form they actually have to physically 3d design it and then it's a lead i get 400 of those a month though and 40 like close rate amazing again very good uh so just know that that is something that is going to happen but if you were going to run lead generation um i would i would start off with one asset group and just pack it full of everything it does not matter anymore

[00:31:54] because you can't have listing group segmentation if you want to see how your data compares to a nicole audience of of interest compared to a dsk run separate campaigns but don't run a pmax campaign under 2 100 a day just bet you can just know it's going to take longer but try not to spend less 100 per day john's married to an italian so that was not cultural appropriation he's allowed to do that yeah that's right i had a lot of pasta which is why i'm now happy you're an italian uh hey team is it possible to exclude brand keywords from a pmax campaign here's the best part the google rep said it's not up to keywords we know for a fact they have that feature i have a screenshot of it we know for a fact google has that feature whether or not they're willing to use it for you or maybe even it's tiered i wonder if like the higher tier google teams have it and the lower tier doesn't i don't know um that's interesting the

[00:32:51] was it what's weird is i think would probably only be the higher tier because like oh this is our internal so i'm like okay that makes sense um the one person was like we have it but we've always had it the other team's like no we have it so you must have it so now i think we're not gonna get it uh because smart shopping um had it back then for them as well but they never gave to us but what's really really really interesting about it is i would ask you why you wanted to push away a keyword inside of performance max so you and i have had this conversation i think offline why wouldn't you want to push brand away and i know it's the multivariate multi-click right but you can still push that into a brand campaign but why i'm going to lose this argument from the outside i could already feel it i'm just saying here's the argument that everyone asked me no no john i want to pay for my own brand name in that campaign i want

[00:33:43] to pay for my own brand name in that campaign okay go on tell me more about how you'd like to make your money i want the gold here i don't want to dig there and then the next question is well how did they find out about you was it from your search gsp youtube shopping discovery display and remarketing no then why running pmax i don't want to talk to you anymore just fyi arms of andy's is definitely cheating i think they have three people on this call they just keep uploading their questions uh if a good stable pmax campaign gets 250 daily i would like to add more asset groups do i have to do them all 30 asset groups and one shot or gradually if a good stable pmax campaign gets 200 daily i'd like to add more asset groups do i have to them all yes i would absolutely add them uh in one shot we just recently found out that when we start to add them like every few days like it just stutters and we stop it's

[00:34:40] like it's weird so eat that that three weeks thing is not it's not true entirely true for 21 days but it is true that there is a reset a bit well so if you add an asset group wait a little bit add an answer just reset reset reset reset reset um it's like we had like 400 percent performance so we kept adding a nasty group it's like 325 for 325 four 25 400 35 400 and then we stopped it was like 425 475 like oh okay it's just tested those newer audiences we weren't scaling though so i don't know why we kept doing that i'm thinking back on it was just you know kind of figuring this out as we go along but then it's like oh yeah well if you're not going to add newer audience and ad spend what are you doing uh makes sense are you guys using google analytics in any way to check uh or optimize the pmax campaigns yes so what's really crazy is if you do not have enhanced conversions on pmax loses a good amount of conversions i

[00:35:30] found five thousand dollar additional revenue and of course of 14 days that i'm going to be talking with a client on monday that i was like whoa so pmax is getting like 121 row as but this is the only marketing for example their analytics account started like three months before we actually even ran pmax so i have like perfect data of like we're brick and mortar only in this location so we don't actually have an online presence smart shopping a long time ago was like you know good performance ramp max all of a sudden organic direct and paid all shot up like 350 both in traffic and revenue but that never made it back into into google ads dude attribution is the next if somebody can solve the freaking attribution problem holy i think a company called north beam is doing it really well right now but only for ecom and lead gen is true so yeah yeah that's true and that's that's right um it's really really interesting but

[00:36:19] then i thought to myself well crap if i see constant youtube youtube youtube youtube i might yeah i might just go and google your brand name and then when you don't bid on your brand name and you don't see it in google ads hey now we we lost it there then you find it in analytics um what was that thing that michael natalin showed us inside of analytics he was able to identify specific search terms coming from pmax it was crazy yeah i don't think i have a video on that no i don't remember i remember how i looked at i was like i kind of already have that um it was a specific search terms from dsa i thought i thought it was pmex but i might be wrong i'll go back and look yeah okay um dave shaming me for not being consistent no nasties how you use reporting for pmax what are you looking at there's like three columns you've got very little to look at how are using reporting well i'm not sure what that means

[00:37:20] well so there's product specific reports there's insights there's ad set and that's it right well you got the listing groups and you have view rate you have watch rate you have bounce rate pages recession session duration you have the search categories plus the conversions cost for converge conversion rate on sub-categories all those search categories well you're naming columns now you're going all the way you archived the question what was the original question oh sorry i was like what's reporting how are you using reporting yeah what is it that you look at that to optimize the performance max campaign yeah i look at like probably 30 things that's a hard question to answer because it's all it's it's prescription after diagnosis so you can't tell somebody what to look at until you know what the problem is or if there's a problem or what the goal is i would i would really i'd look at you know obviously your listing groups

[00:38:12] insights tab is where you start what is your audience of signals that are driving the segmentation so what kind of audience signals what is the index what is the share of conversions and then what are those people googling and then go into the matched assets of the people in the search categories see how much overlap is there between so we know which one to start to shut off there's like a whole this is gonna be an hour long conversation um but it's it's everything honestly and then look at all of your other other campaign um metrics like up into your standard columns at every single column you're gonna see a lot of them overlap so for example how do i know what my youtube campaign is doing inside my performance facts well look at viewers what is it you know that oh you know it's like aha like everything they used to look at youtube for some reason everyone forgets that you can also measure that inside of your

[00:38:55] progress max campaign it doesn't give you a report that says here it is but you you can look at my view rate of my performance max is only counting how much people are watching my videos especially my youtube campaign is out of my videos like there's a way to kind of identify that and see am i even getting resonation because what you have to imagine is we jam-packed a top middle bottom and remarketing on all seven channels in google together it's ignorant to look at a metric and say well that's bad be like well that was the first video that cold traffic saw of course it's gonna be bad you don't want that well i guess so you know that's the thing i'm thinking about that client we just lost that wanted us to do device optimization and pmax you haven't prioritized mobile really have we not yeah it's like i don't know if that's possible um it's also like the seventh visit this week like all right i'll let you come back

[00:39:46] four times for my computer but no sir absolutely not does raising the pmax daily budget reset the learning period in the first six weeks how much uh or often do you raise the budget it's based on the uh results if you're getting really good results just continually raise until you hit a point of diminishing returns then back it down one step previous and then hold nice hey we got a new member it's michael whose name i'm going to mispronounce are we and then paul just gave us five bucks thank you paul thanks paul i just bought me a nice bag jack link's beef jerky sweet and hot brought to you by solutions uh if you allow url expansion through pmax but you're running a subdomain does it only use the subdomain or does it use the entire site it uses uh so if you're allowing the url expansion through pmax but only using subdomain is it uh subdomain or does so it should only use the sub domain yes

[00:40:41] and now here's a good test go into keyword tools and uh sorry keyword planner and throw in your site and then throw in your site with the subdomain and then use use the whole site if there is a difference google is seeing those as two different ways there's a way to test this and it's in keyword planner by using keyword planner discover do keywords start with a website post your website enter with it without the sub domain use the selection tool of use the entire website and see if the search terms differentiate if not doesn't matter dave fogle do you guys ever use call only ads no call only ads in my opinion are starting at like 35 dollars a click and for anything worthwhile and you still pay if people click out and say oh no i don't want to call 35 bucks i can get a lot more traffic that's relevant for lunch yeah we just had a prospect come in i did an email in their account and you know he was like

[00:41:25] you got to beat my cpl and so i go into his account and i look at a cpl and it's not bad it's like i don't know for an industry perspective it was lower than you'd expect but 80 of the conversions were all call only and i'm like okay let's play this game yeah yeah pmx legion my clan is a successful search campaign but does not have any video assets should i just avoid using pmax i have fomo are we letting are google's videos still winning for you uh some actually you know what is freaking insane my uh i've never seen this okay i'm gonna have to share this fact sharers cuz no one's gonna believe me um i didn't almost believe myself uh i'm gonna pull up this client real quick and uh i'm upset because this is amazing you all are gonna know it's called section 119. it's okay there's not gonna

[00:42:18] have a competition for selling very unique loyal royalty driven um things all right so watch this average youtube ad view rate youtube advertising 31.9 percent so average youtube ad view ad view rate 31.9 the last seven days my automated videos made for by google 60 wow it keeps climbing i can't get away from the last 14 days it was 52 compared to the previous period then was uh 47 like it just keeps going and going and going now the better part is though is um you know everything's scaling really well my cost is up eight percent seven percent more conversion value thirteen percent more conversions um you know everything's everything's all hunky-dory 481 and my brand's still getting like nine grand but 41 majority of that non-brand but as soon as this thing keeps scaling skilling and skilling it just keeps getting better and better and better i've never seen a 60 view rate ever and i've had clients that are 250 000

[00:43:20] per month youtube account so i'm like hey 35 is like really good i keep doing that i don't know why dave says you got to get a higher resolution screen share we can't see squat squint dave or glasses zoom there no we're using we're using restream it's supposed to be the bet i'll figure it out just do this just get really close you can see my airline so uh client without video assets try it using google's video assets i know we've been saying don't do it but if it's performing if you don't have anything absolutely do it um however just know that lead generation and performance max get spammed so you have to understand that you are changing your website to push that away so if your client says why is my form look crazy you have to explain that to them and why and you're gonna have to clear it with them before that so just understand that don't don't just turn around and get spammed and then say you know because those

[00:44:16] these spams are very good the only way i was able to identify one last week is because their company was miami and then the next family one said also miami and i was like wait a minute so it's weird michael just tipped us five bucks so i'm letting him jump to the front of the line thanks man uh one of my brands is over three thousand skus and distinct in five distinct niches i ran a broad pmx campaign and seen great results and minority excuse have generated most of the results of course how would you recommend optimizing the skus that show the best initial results if said skus are in different niches is this feasible to do under the same google ads account okay so let me see one of my brands says 3 000 skus five distinct niches all different broad pmax campaign great results good minority excuse it generated most of the results uh okay how would you recommend optimizing excuse the show so

[00:45:08] michael what is the attribution model in the conversion action you're counting this is going to play a huge role because if it's first click last click data driven position based your skus that are having good results could be completely different the other part is in the five distinct niches you said that there is a minority of skus now are those minority and skews equally distributed through the niches or is one niche doing well if okay if it's data driven now that's my second question on the five niches do you have a small minority in each niche or small minority in like three of the five or four of the five or is it like one niche is crushing it and everything else is dead damn dan gave us 10 canadian i don't know that isn't real money damn so first of all thank you so much they're so kind of you but have you all seen canadian dollars recently no no no it's plastic it's unbelievable oh that's cool dan read all the books

[00:46:09] behind you no this is this is just virtue signaling so people think i'm smart i do the same thing and this is how much i read yeah no i collect rare and antique books my favorite one is uh check this out i just got a 100 year old copy of dostoevsky's crime and punishment and it is uh a dollar and fifty cents nice so i go to like antique stores and um nobody cares anyway uh we got ten minutes you ready for rapid fire yes uh i also i wanna make sure we get back to um uh michael's question i think my question was is the skus that are purchasing uh are they in very specific uh niches or are they spread out between all niches so if we get back with a second help there let's do your amplifier rapid fire uh 300 budget is worth is a 300 budget worth it for 33 000 worth of inventory dear god no 3 000 at a minimum uh how would you transition to pmax campaign with hundreds of products using one asset group into a hyper-segmented

[00:47:09] one how would you transition into a pmax with one asset group how would you transition a pmax campaign with hundreds of products using one asset group and a hyper segment one i think the answer is one asset group per product or product set yeah you're gonna want to have like 100 asset groups right yeah yeah we run a pmax campaign with 25 euro a day budget then 65 a 65 year old day budget what will the campaign do better with a hundred euros a day hopefully better um and this is actually a true story i usually see better performance coming in at 100 a day and above at least better long-term performance a lot less sputtering a lot more consistency can you do a video on setting up enhanced conversions with form fills i think we have one yeah we should if not we'll make one is your e-commerce course updated with pmax campaign strategies no nobody buy the ecommerce course we actually unplugged it yes we're still learning

[00:48:03] yeah well look that's the thing is we can't y'all it's so hard it's so hard so we gave if anybody purchased the courses we gave them access to the digital marketer certification because they gave us a certain number of um uh uh tickets i guess um and then we're gonna figure out pmax and then we're gonna try to create a course around that and then honestly we're probably going to stop selling courses because it's just difficult to be held accountable too michael real quick now there's two things you want to look at afterwards since the minority skus are having the initial results all this means is google's pushing those ads more now what that also means is typically of smart shopping it doesn't mean that the product that earned the click would and the sale was actually the product sold in real life what i would do is hop into your google analytics i know it's recorded so hop into google analytics go into

[00:48:44] conversions go into ecommerce go into product performance overlay the google ads campaign id and enter the campaign id of your performance max campaign and look at what campaign sold what exact products see how that differentiates between what google ads data says and google as they say i got a click and i got a sale google analytics will say yesterday clicking the same but it was of this product that is going to be the real truth um and then let's talk next week when you go through and say okay aha like because what that means is usually google's just starting to push the product that has the best performance doesn't mean this product that's being sold this means the product that's getting de-clicked before a sale um arms of andy's is asking for a facebook group before where all the members and anywhere else could talk to each other and exchange ideas i'm semi-receptive to that but i wouldn't

[00:49:29] want like people here's the problem is we did this with shopify and people kept tagging us and i was like john costume what do you think and it's just like there's no way we're having that problem with youtube now did you see regina in slack this morning somebody asked this like insanely complex question inside of youtube and she's like they're not a client like you're not you know at a certain point it's sort of it feels like there's five thousand variables there's no way for us to know here i just want to give everyone a quick snapshot and this is the reason why um this is my this is my just as a quick apply my this is my calendar each week it is just completely just gets obliterated every week i have obviously our clients are coming as a priority i try to hop in as much as possible i'll have about 30 hours a week worth of meetings um and about two hours one to two hours a day maybe of actual

[00:50:18] work time and then i worked with two a.m in the morning to finish up everything that i couldn't get done during the day so i have very very little time um so it's not that we're ever ignoring it that's why we're trying to do these lives as much as possible i just get no time to respond so you know that is what it is we're doing our best um but the lives are really where it's at if y'all would be interested in a group where everybody else talks and then maybe that's even where like the group sort of comes up with their hierarchy of questions and then we hop on friday as long as we don't have to moderate it i'd be open to building that you guys we want to help people truly but it's just we it's hard to do at the detriment of everything else uh what's your approach for big inventory thousands of products many different brands such as each asset group be dedicated to a brand each asset group should be dedicated to

[00:51:01] either a brand if they're a well-known brand or a category uh and if you don't have it while a brand stick them into a category like a bunch of like four or five brands that are all about a specific like sandals um so usually brand first second is categorical and it's just the line of demarcation is can i use five headlines to explain the unique sound proposition of all of these brands or categories if you cannot you need to separate them out should i change the asset headlines are all copied by the category are all the same same one more time should i change the assets headlines or all copy by category are all the same uh no you want to do it by assets first for sure and then if that asset also is having low performance we have many keywords that bring organic traffic should we throw them into a segment or will that her organic search no well i mean it will catalyze your organic search a bit because now you're

[00:51:49] gonna be placing higher for those keywords in the page which means your question is if i show up number one instead of number five is that gonna hurt your organic yeah for sure um but it's also you know is it gonna help you conversion like being number one number five that's that's the question but i was thinking actually in a nasty group as a dsk um they do it two different ways one is people with the purchase intent and the second one is people who have searched making sure those are two different signals matthew just gave you five pounds hey thanks man more snacks for john look at that i now have two bags thanks everyone this is great um what about a group slack channel i would pay money for that as well cool we'll figure it out nordic slash eu google does let you run english products feeds and shopping ads in some english countries correct yes local language feeds is not an option at the moment

[00:52:40] yeah you can just know that you're going to have possibly limited performance by using a non-native ad in a country what campaigns do i need to run alongside performance max oh except for brand and smart shopping actually uh if you want to run brand you can just know that it might not actually pull it out when we launch a campaign is it okay to change copies in the first two weeks no actually i know going back to that performance max if performance max doesn't show really good signs and really good performance you're going to start a search campaign or a dsa campaign but if those keywords that you're already showing up in performance max you like wish you showed up in dsa it's not going to do anything so let me just back up there a little bit so depends i guess on your current performance max performance go ahead corey clarified i meant when transitioning from one asset group with all products into hyper-segmented do you

[00:53:25] build new asset groups out slowly or all at once all at once about performance max audience asset groups when should i create asset groups with customer lists and conversions audiences or similar conversion audiences if you're okay with capturing repeat and branded traffic put your list information in there hey i got snacks2 from ben thank you ben you guys are awesome um dude we're almost there uh matt nightingale pmax starts with all products for 45 days learning then split into sub-categories or split from the get-go split from the get-go p-max how do you reduce cpc v-max will reduce obesity focus on two rows or tcpa you're it's a loaded question because what you're saying is how do i get to go to the channel that i really want to go on it's like well your cpc you're going to get is whatever channel that has the best performance and if your youtube channel is amazing and your search is horrible you're going to have some great

[00:54:18] cpcs but if high placement and search wins you're going to pay 10 dollars a click it's just one of those identity metric who cares what your cpc is if your acquisition costs for what you want and it's in the bidding strategy that you're trying to get yeah uh we started with max conversions should we at some point move to max conversion value we have a big price range maybe just be really really really careful of that i went from 50 grand a day down to five grand a day by switching because what it says is aha now you want me to get a 200 percent predictable t row as because it's it's running on that as a default and then my campaigns that were like 115 below just stop spending so if you're consistently over a one day accrual click with a time lag of unlimited then yes you can go to a maximize conversion value without a t rose but if you're under a one day accrual uh we even with a limited time

[00:55:06] like click um then no you can't uh how many products should i have in a pmax asset group uh divided by category is the minimum limit or maximum for the products in an asset no just know that your ad spend is going to dictate how much is actually going to be shown in that asset group and like if you have a million products an hour a day you're not getting millions of views and clicks just know that so i'm using an extreme example to make sure you can say aha that's how correlation of spend equals visibility on product lists how would you create asset groups with a big inventory uh 8500 products dozens of brands and product types should groups include all inventory or just segments uh i would do it categorically first enough that you can actually represent all of the products in that category with 15 images and five videos and 595 long highlights five descriptions and you're repeating that four or five times

[00:55:50] so that you have one signal progressive group y'all we love you dearly and deeply i'd love to know in the comments not the chat but in the comments of the video let me know what you thought of this new conversational process this slido thing that we're using um because i think this is what we're going to use from now on for our members i i want to get to non-member chat but we've just never gotten through it so we're probably not going to do that so just join it helps us know who who kind of has skin in the game and then we'll talk about a membership john like a slack channel or a facebook uh channel i'd be interested in your comments in the description too if that's something that you're you're interested in yeah yeah i think that would uh it that'd be awesome to see like uh you know slack i i'd like to keep it um as controlled as possible again like with 14 meetings a day i'd be like sure

[00:56:33] i'm there and i'm on a call so like i want to make sure that like if we do something i can join um that's why i had a block off this hour on the counter just so i can take an hour of the day to talk with you all and i love doing it i just i have to push away other things to make sure i can be here um but we'll figure out something that'll work um and if everybody's interested in becoming a client we have about 81 other employees that are really really smart um smarter than us yeah just in case you can't uh necessarily you know get your question out here everybody have the means and you want to hire us and work with that's always an option i don't mean to sound a sales pitch but that is my horrible sales pitch joystick gave us 10 bucks also toy ship sounds like a very scary prospect i don't want to know what toys you're sniffing y'all i really appreciate everybody thank you so much