The TRUTH About Google Ads & Why Your Ad Spend Doesn’t Matter

It doesn't matter what the client spends, everyone for some

reason falls into the same issue.

Where Roaz looks good must be fine.

We're following this methodology that no one else.

So this works.

It's been proven time, time, time again.

What we learned is that even with the most accurate match rates, and your

customer has uploaded and identify 19,000 ti or 20,000 times when the actual

conversion comes in, Google says, huh.

I don't know if that's a new or used or new or returning customer.

So just throw it in the end.

You don't have to get down to like, well this keyword didn't kind of

produce a lot of results in the last two weeks, but had a slightly

lower CPM the previous two weeks.

No, that matters.

It doesn't.

The main thing whether you're spending 20 grand a month and ane you and I were

talking about this yesterday, I think, , we're talking about high spend clients.

This, the client that spends what is 20 grand a month?

A quarter million a year on.

. So that's a quarter million.

That's $250,000 a year.

That's 20 grand a month.

That's not a small spend client.

It's not a big, big, big spend client, but 22,000 is a lot bigger

than the three or four K spend.

Clients I've seen 5k from what accounts in better shape than this?

It doesn't matter what the client spends, everyone's for some reason falls into

the same issue where Roaz looks good, let's be fine, and then no one's smart

enough to pick it apart and say, wait a.

, who are these people we're spending all this money on?

So , it's don't be nervous when you hop into a 20 grand account.

You can still follow the same thing.

Even our accounts right now that we're looking at, it's

like, take a macro step back.

We need new customers.

Are they coming from where we're marketing from?

Realistically, , if you were actually the person interested in

this product, how would you find it?

Would you Google the brand name the first time?

No.

, that's what we have to service is take yourself out of the Google ad hole,

find yourself in a realistic scenario from an individual's perspective,

and then verify with data afterwards.

And, , let's about, we got your hand raised.

Yeah, I had a question.

You said something interesting that they're on Walmart and then they

buy the product and then they come on Google and convert and all of

a sudden they're a new customer.

Customer.

We can't avoid that, can we?

Well, you can't buy by going after the brand, the least.

Yeah.

In that sense, yeah.

But in terms of cult, what if it's, yeah.

In terms of brand, then Yeah, you can, yeah.

Now, when 80% of your spend on brand, you'll never, you know, you're, you're

trying to get those people, , and the worst part is that when we're

talking about new customers, To the company and new customers to Google.

Those are way two different things.

What that really means is new customer to the company first detected by Google.

It's not new customer by Google.

That's a, Google should call it first detected customer.

That's what they should, because that'd be the truth.

You can, but So how would you differentiate a customer generated by,

let's just say YouTube and one that just came from Walmart in a brand campaign?

You wouldn't be able to then would.

Well in YouTube you can start to exclude website visitors if you wanted

to, and run a YouTube remarketing or YouTube rsa, or you can segment

them out hard if you want to.

Would you need to as a different story?

But if you wanted to take all of your existing website audiences, and all

of your purchasers , and add a negative 90% bid adjustment or excluded.

Mm-hmm.

, uh, on all those people on YouTube and shopping, you'll push

those out as much as possible.

And then your brand campaign, you can leave it on a small spend to verify

that people are still interested in your brand campaign, or sorry, your brand.

So when you're like, Hey, have they've been to my website?

No.

Have they brought from us in the last year?

Cuz I uploaded my customer list.

No, no.

You can, have they seen any of my ads before or has they even

been to my YouTube channel?

No, and no.

You can exclude all those individual ones and make it as cold as possible.

, and then when you run a small, let's say 10% of your brand and say, yeah,

Let's keep pushing.

How are your global numbers and how's mer That's where you can,

you don't necessarily need to.

, the conversion in Google has to prove that theory.

You can have a small test pilot inside of Google, which

is a small 10% brand campaign.

Look at the direct, look at organic, look at overall MBR R and then look

at site traffic and, actual revenue comparing week over week, year over year.

Caden, what's up?

, I was just gonna say, at the end of the day, does it really just come down to.

What you track of each user, like when it comes down to like the

name, phone number, whatever, doesn't matter where they came from.

, just so the client can know.

Okay.

Like, so and so came from Google for the first time because we didn't get their

information from like, for example, a Walmart store or something like that.

You can, yeah.

, Google's gonna basically just ignore anything.

, you give it anyway, even if it lies.

Wait a minute.

, Anil, what was the company that we just spoke to last week that he was wondering

why new customer acquisition wasn't on.

Yeah, that's, Yes.

I think so.

Like, one sec.

Okay.

So watch this, everybody, because here's where things do not make sense anymore.

, here's what we note to be true.

, our instincts are 10 times more valuable than Google.

I promise you.

Here's what I mean.

Yeah, so says, Hey, I have an AS integration and I daily through API

upload every single customer that ever comes in, To my, my company ever.

And I upload these things daily and the segment list.

And this is created from this API connection created and through the

Google Ads app, I have a 100% match rate.

Okay?

100%.

Everyone is seen, there's 20,000 people in here.

And you can see on search 19,000 are capture identified.

And this is a list that is uploaded daily and keeps getting.

Why are we not using new customer acquisition or bid only for new customers?

And then I say, that's a really great question.

When you look at the new versus returning, did you know that

in the last 30 days I have.

204 that Google says, ah, fuck it.

I don't know.

So what do we know?

We have a match rate of 100%.

It's uploaded daily and every single one of my customer list is

in there and we are like, ah-ha.

And Google still doesn't give a shit . So when I bid only for new customers

and kill 200 my conversions, nope.

When I bid higher for my potential new customers and bid higher 33%

of the time, potentially 80% of the time, and simply just increased my

C P C and I still couldn't verify was it a new customer or not.

He goes, oh yeah, that makes sense.

Don't do that . So what we learned is that even with the most accurate

match rates, and your customer has uploaded it and identify 19,000

ti or 20,000 times when the actual conversion comes in, Google says, huh.

I don't know if that's newer or used or newer return customer.

So just throw it in the unknowns , and, but by the way, I'm gonna give you

a bad optic score when you're not getting hired from your customer.

So , to kind of go into deep illustration, Caden, yes.

Like the, the way for us to do this is right by trying to push it out all the

way, or by at least not making an effort to capture the most likely scenario

that's going to happen when a person wants to purchase a new, , a new product.

I've been using this so much that.

For example, I even raised a red flag with our big company today and I said,

Hey, by the way, we're over concentrated.

He goes, what do you mean?

I said, well, yesterday you made a total of 921 first time customers, and

we have a $90 cost per acquisition.

So we spent 83,000, made, 81,000, and we need to be under a hundred dollars.

Nailed it.

And 921 convergence.

Almost a thousand new customers yesterday.

Awesome.

By the way, the S C M channels, , Actually know what here, how about this?

The S SCM channels even not even the brand yesterday was

responsible for half of those.

The one shopping campaigns, we're responsible for about one fourth,

one third, between one third and one fourth of all of their new customers.

Now, I have a horrible cack on this one.

It's 158.

I'm $58 over.

I don't care.

Globally, we're fine.

And I know that the 90 is because those people are gonna come into

like the, , what's it called?

Non-paid, like, unattributed First Island, there's 50 customers there

directly, which they can't tell.

There's another 116 customers there.

You're not gonna see anything.

That's why Global Mer Global Fact makes the most amount of sense.

But we know that regardless of the results, when we look at everything,

when you apply this type of methodology, When you apply what I'm teaching you

here today about how to look to identify where exactly are these new customers

most likely to come from, and then measure the appropriate thing to measure,

not just that individual campaign and grow, as you'll find that this publicly

traded company solutions eight is bringing up more than half of their

customers every day and they're running.

Huh?

They're running, , bliss Point.

They're running Snapchat, Instagram, Facebook.

We're not even running YouTube.

They're running Trio, VE Zeta Linear Streaming.

Hulu.

We're doing half of the, , nine different areas.

We're running one of them of the 10, so one outta 10, and we're more

than half of all our conversions because we're following this

methodology that no one else does.

So this works.

It's been proven time, time, time again.

But all we have to do is when we evaluate something, take just a realistic approach

to it and you're, you'll find out that you're like, oh, you know what?

It didn't really kind of make sense to, do too much, kind of

automated re marketing targeting for new customers wasn't working.

Why's still not happy?

Metrics don't line up.

Take that kind of full approach, but, Look, if you're conversion tracking,

feed the beast of what it needs.

Make sure we're tracking everything we possibly can.

Make sure it's healthy enough with a daily aspen, not stretched

too thin, very consolidated.

And make sure that this is something that is targeted to, Hey, I know that

if we target the right people with the good YouTube message at the right time

consistently, we should see scale.

And I know Katie, you have your hand raised, but also this is the

reason why we just got more as.

Like, Hey, Mer still moving up and we're spending more.

Keep going.

Here's go from 120, let's give you $130,000 this month.

We thought it was 180, but then that's why I was like, let's

just wait till, Ben verifies.

But that's still going up and up and up.

That's never happened before.

The reason why they hired us is cuz they couldn't make this happen.

And now it's working with the strategies that I've shared with you all today.

All right.

, real quick and just for the, cuz I know this was kind of like a free day.

It's like, , when the substitute teacher's in it doesn't wanna, doesn't

want teach that day and they roll into VHS T because they didn't work.