Guide to Tracking Conversions for Google Ads Supplementary Campaigns

I'm actually having a better cost per conversion than this.

This is just what YouTube can track, which is pretty scary.

YouTube requires a 15 times higher than your current C P A in

the account has a daily budget.

This campaign here spent $60,000 in about 25 days, and the results.

Terrible and it got really good.

No one understands that.

Google's a self-learning algorithm.

Kate, you usually have a really good, , head on like post event where

like, ah, we should, like next week, should we talk about like , this.

Is there anything that I'm missing here?

, with my winging it?

I mean, maybe something in terms of like, maybe we can go in depth

on like conversions and then conversions by conversion time.

Maybe like, , for example, people that look at Google Ads accounts like week

over week and then maybe how that kind of messes up with supplementary campaigns.

Sure.

I don't know if that would really be in depth at all though.

Yeah, I think the supplementary campaigns are always gonna have that sort of

lag, but let's use, , YouTube one,

, . I know there might be some redundancies

I mean, let, if we all remember, we're simply just a person

inside of one platform, so there's gonna be some overlaps.

, , it's not like , we're running a whole marketing department for an omnichannel

company, but we're the Google Ads people, so they're, I might have shown

you this all before, I can't remember, but, , , it's something that we'll need to

look at from a conversion by conversion, having to conversion by conversion click.

, again, super important, but especially when we're looking at self-learning

channels that have horrible attribution or at least blatant attribution.

This is a campaign, , that we ran for a client.

Now you see the conversion value on day one was $397.

On one of the last days it was 6,000 $1,800.

This campaign, Spent $60,000 in about 25 days, and the results were

terrible and they got really good.

If you look at August 4th, this is the first week of performance.

If we look at,

, This is how YouTube works

, I'm just gonna, before I present this, I need everyone to understand

something very carefully, okay.

YouTube requires a 15 times higher than your current C P A

in the account as a daily budget to be optimized over eight days.

If you have a hundred dollars cost per acquisition in an account, you set a

$1,500 per day budget and then just eat a negative ROAZ sandwich for a week.

It is hard.

It's something that clients are not ready to hear yet because they still

think well choose a target, choose an ad.

Why aren't they buying?

No one understands that Google's a self-learning algorithm, so

first need to give it time.

If you're not gonna give it time, the first client that we talked about,

promise that we, give it some more time if we saw some good light.

just wanted a jump ship the first three weeks.

And so now that money's now, it's now the overall MVR is tanking and

we're not, we're not optimizing.

So interestingly enough, that was a failed test, , due to the client

just being skittish wanted to jump ship This one here, for example,

by conversion time, I made $1,600.

At the time when it was, again, I remember it's the first week

of the campaign launching.

There is no historical performance.

There is no time.

yet it just started.

The clicks can only go back like three days because that's how long

they've been running the campaign for.

So at the time it showed $15,000 in spend and $1,600 in conversion value.

And I'm like, the client's like, oh my God, John, why

are you keeping this running?

Our cost per conversion, , that it was, , cost for conversion, I

think it was by time, , was $725.

Why would you spend $725 a lead?

Our, we can't go over a hundred.

And I was like, give it time after you're looking this at the state

range today, if you look back to August 4th through the 10th, on

October 21st, it was actually 150.

Remember, this is by clicker view.

This is what actually happened.

Before I move on, because this is a crazy number, disparage,

disparity, , 150 to 7 25.

Does everyone have a very, very firm and well understood concept of

why this, these two numbers exist?

Is there anybody that has any questions at all?

John?

I would just repeat again what you were saying, just so everyone.

Okay.

No matter what in the first week of the campaign, Our cost per

conversion was $725 the first week.

When those people saw the ad converted later, that would be

here, which is the buy clicker view.

Did they see the ad?

Did they click enter the debut view later on in the next 90 days?

Well, when looking back at that day, what is this now?

Two months later almost, we see that it went from 7 25 down to one.

Because everyone that saw the ad in the first week of August 4th

through the 10th converted on either August 11th to October 21st today.

So your definition of conversion by click and conversion by time is important to

have a really good grasp of understanding on it because the people that have

conversions here, This $2,674 worth of conversions on Friday, August 5th

at the time was actually like $397.

These people that saw the ad on Friday, August 5th, may have

converted on August 26th in real life.

And Google simply just appended that conversion back to the time

when they first were engaged.

That's why this blue line stays the same.

I've had great success since day two.

It just took me three weeks to, to prove it.

That's what the difference is between here.

When you look at the line actually of the, and this is again,

ancillary supportive campaigns.

When you look at the line of blue, I've been successful since day one.

I made $6,700 in the first week.

I thought it was $841 at a time.

I just needed to give it more time for those people that saw the ad

the first week to quick burnt later.

So when you're looking at these, these scenarios here, the red

line is doing it this, but the blue line has been doing this.

This is a successful campaign since day one.

It just took three weeks to share , to prove it because Google needs 15 times

your average c p a and after eight days, which is like 1, 2, 3, 4, 5,

6, 7, 8, and obviously you see the conversion value starting to increase.

The conversion value peaked here.

This is a pivotal time here, eight days later after it started.

So we're gonna run answer campaign.

Two things are happening.

This is not all of the conversions, this is just what people clicked on.

Or viewed and converted that Google can track.

I probably have four times the amount of conversions here, a actual, we've

proven that with solutions eight.

But that's what's really interesting is when you're running an ancillary

campaign, you can't run for one or two weeks, but ah, good enough.

You're still in learning phase.

The people that saw day one, if you're on day 14, you can't look back a

week, you gotta look back two weeks, you gotta look back at inception.

After a month of running a campaign like this, then you could say, okay,

here's the, the actual reasoning.

Because on the last week of this campaign, the 25th or the first, my $750 cost

per conversion went down to 115 bucks.

And now I'm in goal by click, meaning that I ended the campaign August 31st,

September 2nd and third and fourth.

These people started to convert, but I stopped spend.

My conversion is now $94.

I went from $750 on the first week down to under a hundred dollars cap,

which is their publicly traded gold.

That's a big jump.

Any questions so far?

And this is again, I'm actually having a better cost for a conversion than this.

This is just what YouTube contract, which is pretty scary.

, so I was just wondering if you could show everyone what's inside of that

custom column, because I'm worried that when people skim through the video,

they're not gonna understand why there's two columns called the same thing, and

then they're showing different data.

Yeah.

Yep.

And also, dammit, Regina, you stole my question.

Oh, . Okay.

Great.

Mind.

Oh.

Look at that rock new work.

I just re I just duplicated the, campaign and I just have one called by

time, , since I'm the only one in this account kind of looking at the YouTube

stuff, I was, I, I named it wrong.

Normally I'll do this to say, , yeah,

. But since it was just me, I'm

, and the reason why I was, , figuring it out is one's gonna be underlined,

one's not, and that's because my campaign here, or , my column

here doesn't have a description.

And the actual one will give you a definit.

Right.

So anything that's.

And Protip, if you're a cm, , something I would do with every

single new account launch is I would make them a custom column.

Call it, , Roaz by time or c p a by time, whether it's lead dinner or.

E-com.

And I would like, in my first video update or first meeting with them, I would be

like, here, I made you a custom column.

You know.

And I would explain to them why it's better.

And this is in your best interest because A, you're providing them value.

And they're like, wow, that's so custom.

That's so cool.

Thanks.

And then, but B, most importantly, now you have them looking at the by time numbers,

which are gonna show the most up to date.

Data, right?

Mm-hmm.

, instead of having them looking three weeks in the past all the

time and wondering why the CPA is so high, , like John just showed.

, if you're always looking back seven days by click, you're always

looking at the worst . Yeah.

, that's, it's always the true, and that's you'll, if you notice my accounts, if

you ever hop in any of my accounts, these are defaults I only use by time.

And then my row eyes is also by time, , because the roaz by time

or the, the conversion value is 34 by time and is 16 by.

Well that's doubling.

That's a hundred percent increase.

So whatever roas you're tracking, 16,000 up to 34,000.

Well, if I spends 28 grand to make 16 grand, . But if I make spend 28 grand

to make 34 grand client's super happy, we just need be be above a hundred

percent roas cuz these people return, convert at crazy amounts of money.

Like we get a $12 conversion, then two weeks later turns into a $10,000.

, 12 bucks to 10 grand.

It's pure c We just wanna have a rise.

It's just not hemorrhaging cash.

So this, invested company from very, very, very big, big, big company,

like third largest company in the world, will still feed the money.

So we just think of some things based off of some bond.

Well, what's cool is when you're looking at the, , campaign here, my

branded campaign will spend a whole, you know, 400 bucks to get six Oh.

Why?

Well, I'm running YouTube remarketing.

It's spent $700 and 4,600.

I know YouTube works and I put YouTube inside of Pax and I'm making a push there.

So it's really, really cool how all this stuff works.

Where the attribution, I already know this is in 21 and 5%.

, it's not, these are just the really cheap $12 conversions of free trials.

But then they come back and they cool my brand name and they spent

another, I don't know, since last month my brand campaign that's spent

two grand, they make a hundred.

and I know that this is only me because I have 98% of all ad spend for this company.

It's only $500 a month in Facebook and 90 K in Google.

So because of that, I know I can have a 50% bras campaign and it

make the account look like this.

This is cost conversions.

I mean, just so well in line, like these things are stitched together.

It just flows because we know that.

I'm getting a two x and I scaled from, , four grand a week to 28.

Pretty cool stuff.

But that's when you look at the, by time I know that if, I was doing it by click,

I'd be like, oh my God, if I rose with 200% down to like 50, what happened?

It's just the wrong way to measure it.

So, Is there anybody here that, , has any sort of questions about the

difference between conversions by click and conversions by time?

Is there another one that can recite this or teach a client how to do this?

Oh, Glenn, do you still have your hand raised?

I'm sorry.

No, I just got, I've got another question.

So, yeah.

Yeah.

I suppose the mi the million dollar question here now is, and we've got

clients that are running u current YouTube campaigns, is it worthwhile?

And they say, oh, I don't wanna spend 15 times.

Account CPA when we just say, well, if you don't do your 15 times account

cpa, this probably won't work.

, is that the conversation we have with the cn?

, with the clients now we need 15 times CPA on a daily budget.

, I would do this.

Everyone keep this.

and keep this link handy cuz this is what's nice is it gives you a really

self-defense position from the clients because you're like, listen, it's

not me, it's, it's Google and Yeah.

So you don't wanna spend 15 times, that's okay.

We wanna optimize in seven, eight days.

Do you wanna spend right, 10 to 15?

It's gonna take two weeks.

Five to 10.

It's gonna take three weeks.

You wanna spend two x what your CPA is, all right.

It's gonna take probably about six to eight weeks.

Less you spend, the longer it takes, the more you spend, the shorter it takes.

All we're doing is feeding Google data.

There's an X and y axis.

The more you spend, the faster it goes.

The less you spend, the longer it goes.

How fast?

I mean, what's the pain for gain?

Are we fine not hemorrhaging cash for eight weeks or do we wanna

hemorrhage 20 grand next week?

You're gonna get the same result.

We saw that in my, the campaign that I showed you.

Yeah.

When we spent five grand or two grand in one.

, I'll make like $4,000 or two grand in a week.

I'll make $4,000 that week.

It's not gonna look like that that week, but it will.

Or, but if I spend $200 a day for six months, it's just gonna, what's up Katie?

Or is it Glen?

Does that, does that answer your question?

It does, yeah.

And I think having sending him that, that link, it adds a bit of credibility

because this is from the horse's mouth.

This isn't just our opinion.

This is Google saying this is what we should be.

the way that to present this, and Katie, we'll jump to you next.

The way to present this too is you give them your recommendations.

Once they challenge it, you give them the , an example, once they challenge and

ask more questions, it's not a bad way.

They're not challenging you by like, I don't believe you.

But if they're still like, I'm just not getting it, then you pull up

Google and say, listen, , we've seen this, we've practiced it.

We have some examples.

The salsa, what Google says.

So if you're not gonna listen to us experience or Google, where

are we missing the mark here?

So talking about diagnosing supplementary campaigns or existing campaigns and how

they actually have an effect the overall account structure and performance.

, not even account, just really the, the company, , , the business.