00:00:00
but maximize conversions without a
00:00:02
targeted cost for acquisition is a very
00:00:05
very aggressive bidding strategy it will
00:00:07
spend fast it will bid high especially
00:00:11
actually performance max specifically
00:00:13
performance max does really well with
00:00:15
maximized conversions
00:00:17
here's the fun part
00:00:18
it's not necessarily
00:00:21
what they're googling that's not
00:00:23
important
00:00:24
this is going to give you the most
00:00:25
conversions
00:00:27
fast
00:00:28
if you're trying to identify new targets
00:00:31
if you're trying to warm up cold traffic
00:00:33
you're trying to go top of the puddle
00:00:35
forget it
00:00:36
don't go after them
00:00:38
so i need everyone to really adopt and
00:00:40
really
00:00:41
know this deeply because this is the
00:00:44
secret to why google works
00:00:52
next maximize conversions this is and
00:00:54
this is now talking about maximize
00:00:56
conversions without
00:00:58
a tcpa so we're gonna get to that next
00:01:01
but maximize conversions without a
00:01:03
targeted cost for acquisition is a very
00:01:06
very aggressive bidding strategy it will
00:01:09
spend fast it will bid high
00:01:12
takes a little time
00:01:14
weeks to possibly months before
00:01:17
maximized conversions will bring you a
00:01:19
good cpa without you forcing it there
00:01:23
what i mean is forcing it there by using
00:01:25
a tcpa
00:01:27
so it's very aggressive which means if
00:01:29
you are not worried about the cost per
00:01:32
acquisition if you're not worried about
00:01:34
the value of that of that sale this is
00:01:37
going to give you the most
00:01:38
conversions fast
00:01:40
the only time that a bidding strategy
00:01:42
could could beat maximize conversions in
00:01:45
its aggressiveness is setting a very
00:01:46
very high bid in manual cpc
00:01:50
that's where maximize convergence
00:01:51
usually starts
00:01:53
but it will come down over time as it
00:01:54
sees more convergence now think about
00:01:56
the language here what is a maximized
00:01:58
conversion there's two other areas that
00:02:01
you're not seeing
00:02:02
explained here
00:02:03
it's maximizing the conversions
00:02:06
at any cost
00:02:09
but within your daily budget and within
00:02:12
your daily budget it's actually a fairly
00:02:14
important note because it will reduce
00:02:17
the bid
00:02:18
if it can get more conversions at the
00:02:21
same daily aspect that's what maximize
00:02:23
conversions does
00:02:25
it shoots up cpc high
00:02:27
gets one conversion drops the cpc gets
00:02:30
two conversions drops the cpc gets three
00:02:31
converges drops the cpc gets two
00:02:33
conversions oh now it's going to
00:02:35
increase the cpc again to get those
00:02:37
three conversions i found i can get
00:02:38
three conversions per day if i bid this
00:02:40
high but it is aggressive because it's
00:02:42
trying to get fast conversions
00:02:44
you know quickly and and repeatedly
00:02:46
daily
00:02:48
this is also
00:02:50
really competitive
00:02:51
so usually when you're using maximize
00:02:53
conversions when we're talking about
00:02:55
match types google is going to start to
00:02:57
ignore
00:02:58
match size more often
00:03:00
it's going to give you more what they
00:03:02
call exact match close variants
00:03:04
because it's finding those conversions
00:03:06
even
00:03:08
outside of where we want to go
00:03:10
if we're looking at for us like best
00:03:12
google ads agency it might get the
00:03:14
conversions on ppc company and say eh
00:03:16
exact match close variant which means
00:03:18
close enough we knew what you meant and
00:03:20
we found a conversion over there we paid
00:03:21
three times as much to get that
00:03:22
conversion but ta-da i maximized your
00:03:24
conversions at any cost or your daily
00:03:26
budget
00:03:28
so it's aggressive
00:03:29
it works well
00:03:31
these do not work too well though with
00:03:33
low volume
00:03:35
this is inefficient for low volume
00:03:38
low volume campaigns
00:03:40
take a lot longer
00:03:42
when i say efficient meaning hey why is
00:03:44
my cpa so high and why is now my
00:03:47
conversions are really high but my gosh
00:03:48
my cpa is high
00:03:50
well this bidding strategy
00:03:52
is most effective when there's multiple
00:03:54
conversions
00:03:55
in a short period of time so the higher
00:03:57
amount of conversions you have the
00:03:58
better this campaign will be at self
00:04:00
optimizing
00:04:02
especially actually performance max
00:04:04
specifically performance max does really
00:04:06
well with maximize conversions
00:04:09
it does typically better
00:04:11
than maximize conversions with the
00:04:12
target cost per acquisition
00:04:14
reason being is that a performance max
00:04:18
campaign on maximize conversions you can
00:04:20
adjust what the cpa is by simply
00:04:23
increasing or decreasing your daily ad
00:04:25
spend
00:04:27
we'll talk about the restrictive part
00:04:28
next but
00:04:30
that's that's the truth
00:04:31
the times where performance max works
00:04:34
well with tcpa specifically
00:04:36
is when there's when there is a high
00:04:39
amount of demand low amount of
00:04:40
competition and you get to cherry pick
00:04:42
where your cost for conversions come
00:04:43
from it's it's not aggressive though
00:04:47
so maximize convertings is where you're
00:04:50
going to see the most amount of
00:04:51
conversions for the most amount of money
00:04:53
so your cpa is going to be high and if
00:04:55
there is frequent conversions that cpa
00:04:58
will start to come down
00:05:00
now let's talk about the restrictive
00:05:03
part of maximize conversions target cost
00:05:05
per acquisition so if you click on
00:05:07
maximize conversions and you actually
00:05:09
set a target cost per acquisition
00:05:11
google typically when there's high
00:05:13
amount of conversions will tell you hey
00:05:15
we can actually get
00:05:17
a good amount of conversions at 88 cost
00:05:19
per conversion here's the fun part
00:05:21
you're going to get that anyway even if
00:05:23
you don't set that that's what we're
00:05:24
getting
00:05:25
the reason why it's telling you to get
00:05:26
that is because you get to lock it into
00:05:28
a specific
00:05:29
specific type of scenario
00:05:32
so when you set a target cost for
00:05:34
acquisition what you're telling google
00:05:36
is forget everybody that you don't know
00:05:38
about
00:05:40
if you're trying to identify new targets
00:05:43
if you're trying to warm up cold traffic
00:05:45
you're trying to go top of the funnel
00:05:47
forget it
00:05:48
don't go after them
00:05:50
only go after the people you know will
00:05:53
convert
00:05:55
this is not a glitch i'm interrupting
00:05:57
the video you're watching because i need
00:05:58
to remind you that i'm always looking
00:06:00
for people to join our team so if you're
00:06:01
passionate about google ads and you want
00:06:03
to work with the best google ads agency
00:06:05
on the planet please go to solate.com
00:06:06
forward slash apply speaking of working
00:06:08
with the best google ads agency on the
00:06:10
planet if you're having trouble with
00:06:11
google ads and you want professional
00:06:12
help that's what we do you can go to
00:06:15
solate.com that's sol8.com to apply for
00:06:18
your free no obligation action plan and
00:06:20
if i've given you any level of value at
00:06:22
all maybe think about giving me a thumbs
00:06:24
up and subscribing to our channel that's
00:06:26
how we juice the youtube algorithm so
00:06:27
they actually know that i know what i'm
00:06:28
talking about if you have questions
00:06:29
comments concerns or confessions hit me
00:06:31
below in the comments and now
00:06:32
back to your regularly scheduled program
00:06:35
that's amazing
00:06:37
until it starts to eat in well and eat
00:06:40
into it's a horrible way to say this
00:06:42
until it starts to
00:06:44
decay
00:06:45
with the size of the audience when it
00:06:47
starts to what they call atrophy which
00:06:49
means starts to just decline in volume
00:06:52
and performance
00:06:53
target cost per acquisition is when you
00:06:56
tell google
00:06:57
hey google you have 100 people and and
00:07:00
you're targeting right now 30 of them
00:07:03
may or may not convert you're educating
00:07:05
them
00:07:06
um maybe with an outbound campaign like
00:07:08
you know youtube or even an inbound
00:07:10
campaign like like search where you
00:07:12
might need multiple visits that they end
00:07:14
up coming to the brand name all those
00:07:15
people you're not sure about
00:07:17
push to the wayside focus on the 70
00:07:21
and then it will target those 70 and
00:07:23
what usually happens is your daily aspen
00:07:25
goes down and your conversions stay the
00:07:27
same
00:07:28
well what happened there you've taken
00:07:30
out the learning audience and you've
00:07:31
only focused on people google
00:07:33
pretty much knows is going to converge
00:07:36
why well you've already are using this
00:07:38
bidding strategy because there is high
00:07:39
volume and you're already using this
00:07:41
being strategy because there's high
00:07:42
conversions so when you have high volume
00:07:44
high conversions you can lock into an
00:07:46
audience
00:07:47
here's the caveat though
00:07:50
to when it will or will not decay will
00:07:53
not atrophy
00:07:55
it won't atrophy if there's a continuous
00:07:58
amount of bomb of the funnel new traffic
00:08:01
so let's talk about inbound search
00:08:04
if every day 50 brand new people wake up
00:08:06
and they say
00:08:08
uh i have this here this is a is a wi-fi
00:08:10
usb stick so just just imagine it's the
00:08:13
product we're talking about it's a wi-fi
00:08:15
stick for a computer
00:08:17
every day 50 people wake up and they say
00:08:19
buy computer wi-fi usb stick
00:08:22
and that will never not happen you can
00:08:25
run tcpa forever it will not decay it
00:08:28
will not reduce
00:08:29
you can actually start to bring down
00:08:31
your cpa by just simply reducing your
00:08:34
target cpa
00:08:35
and you'll get more conversions for your
00:08:37
daily ad spend
00:08:38
when you pay less per sale you get more
00:08:41
sales
00:08:42
if your budget doesn't change
00:08:45
but if there's not a high amount of
00:08:48
bottom of the funnel high intent ready
00:08:50
to buy traffic on a quality product that
00:08:52
is local competition people just gonna
00:08:54
buy from us this wall this will stay
00:08:56
this will just continually continually
00:08:59
go for it if there's no if there's
00:09:01
people that will just continually come
00:09:02
in if there's not if there's not a lot
00:09:04
of people sorry there's not a lot of
00:09:05
people that are continuously just coming
00:09:07
in and saying like yep this is what i'm
00:09:08
searching for
00:09:09
this will start to decay why
00:09:12
because you had people you previously
00:09:13
warmed up that are now in their buying
00:09:15
stage of their journey
00:09:18
you've taken a person that said
00:09:20
my desktop has slow internet and you've
00:09:22
shown them an ad that says hey want a
00:09:23
wi-fi stick like oh i didn't even know
00:09:25
that was a thing cool i'll take that
00:09:27
that takes two weeks potentially when
00:09:29
you're talking about a thousand people
00:09:30
that are in that scenario and what did
00:09:32
we do we stopped going after those
00:09:33
people we ignored them why they weren't
00:09:35
converting
00:09:36
we're spending money and they weren't
00:09:37
converting it
00:09:39
so you've stopped the pipeline from
00:09:41
being filled in the sales process
00:09:43
because you're stopped spending money on
00:09:44
the people that aren't already already
00:09:46
warmed up and when there's no new
00:09:48
traffic already being warmed up or when
00:09:50
there's no new traffic already coming in
00:09:51
they're just warm which means they don't
00:09:53
just hop into google when they like buy
00:09:54
wi-fi stick
00:09:55
then that's where that starts to decay
00:09:58
so
00:09:58
when you turn off that targeted cost per
00:10:01
acquisition you tell google okay google
00:10:03
still go after the bottom of the phone
00:10:05
track traffic that's still coming in or
00:10:06
anybody you still know but then find me
00:10:08
new customers
00:10:09
what happens
00:10:11
cost per acquisition goes up
00:10:13
your spend sometimes goes up if it was
00:10:16
starting to not hit your daily ad spends
00:10:18
but then your sales go up
00:10:20
you've restarted the process from day
00:10:22
one
00:10:24
so that's that's the kind of the the fun
00:10:25
thing
00:10:26
is what all you're telling google
00:10:28
between these two scenarios of maximize
00:10:30
conversions without target cost per
00:10:33
acquisition at a maximized conversions
00:10:34
with the cost per acquisition
00:10:36
is
00:10:37
who
00:10:38
it's going after that's it
00:10:41
it's not necessarily
00:10:43
what they're googling that's not
00:10:45
important
00:10:46
it's who they are and where they are in
00:10:49
their journey
00:10:50
so keywords are irrelevant
00:10:52
they really are
00:10:54
keywords are not as relevant to google
00:10:57
as who they are and what they're doing
00:10:59
so i need everyone to really adopt and
00:11:02
really
00:11:03
know this deeply because this is the
00:11:06
secret to why google works and what our
00:11:08
clients don't understand
00:11:11
so if all of us are speaking the same
00:11:12
language it's going to help educate the
00:11:15
clients and i know that everyone here
00:11:17
has probably been a part of the hey why
00:11:18
aren't we going after this keyword
00:11:22
well we already actually have a version
00:11:23
of that keyword that's working well
00:11:26
clients don't understand that it's not a
00:11:28
key word of person searching it's what
00:11:30
google knows about them and who they're
00:11:32
going to show up for
00:11:34
so that is what has to be taken into
00:11:36
consideration when we're talking about
00:11:37
automated bidding strategies for
00:11:39
conversions maximize conversions
00:11:41
maximize converted value
00:11:42
target cpa target robust those are
00:11:45
people-based strategies they're not
00:11:46
keyword-based strategies not all that's
00:11:49
why broad works
00:11:51
broad works well with automated bidding
00:11:52
strategies because google says
00:11:55
i know your your website i know the
00:11:57
keywords you're going after google knows
00:11:59
english so they can find variations of
00:12:02
what words mean like yeah red high heel
00:12:04
and red shoe for dresses okay those are
00:12:06
the same thing it's an exact match close
00:12:08
variant we know what that means
00:12:10
so now you removed the keyword strategy
00:12:13
element of this and you got after the
00:12:14
person
00:12:16
and google using automated bidding
00:12:17
strategies got to say well did kosum
00:12:19
look at that youtube video did they
00:12:21
visit that website did they google this
00:12:23
keyword did they read this blog has it
00:12:25
been seven days yet
00:12:26
yes oh
00:12:28
well bid high regardless of what cost
00:12:30
and searches for as long as it's closely
00:12:31
related to the product that you're
00:12:32
selling or the service you're offering
00:12:36
so that's why target cpa at target uh
00:12:38
sorry that's what target cpm maximize
00:12:40
conversions works well for the audience
00:12:42
and why it decays over time because it's
00:12:45
not that there's just simply less people
00:12:47
googling it
00:12:50
google is going after a finite audience
00:12:52
that will decay if it's not
00:12:54
self-fulfilling it means there's not
00:12:55
that new bottom of the traffic that we
00:12:57
don't have to educate and it's a
00:12:58
well-known product a well-known industry
00:13:00
and well-known service that's been
00:13:01
around for 20 years they'll never die
00:13:03
yeah you said target cp all day
00:13:06
so
00:13:07
that's maximize conversions with target
00:13:09
cpa
00:13:15
hi everyone it's regina from solutions8
00:13:18
uh you're probably wondering
00:13:20
if you're a if you're running search
00:13:22
campaigns
00:13:23
is it worth it to try to rank at the top
00:13:27
of the page or even the absolute top of
00:13:29
the page
