Performance Max Best Practices With Cory Lindholm

Tue, Aug 23, 2022

Build your Performance Max campaign right with these tried and tested best practices from the LinkedIn Google Ads Guru, Cory Lindholm.

Kasim is back with Cory to share why there isn’t a one-size-fits-all approach to Performance Max, the factors to identify and analyze to optimize them, Cory’s hack to cherry-pick high converting keywords, and many more:

0:00 Intro | Performance Max Best Practices with Cory Lindholm

0:57 Performance Max best practices (for now)

5:25 The ingredients to make PMax suit your business goals

7:56 The important data points to know before you build your PMax strategy

10:40 The factors that determine the number of asset groups you should create

14:40 How long will it take for PMax to yield good results?

16:49 How to segment your asset groups

18:27 The recommended audience signals to use

21:44 Initial budget for Performance Max

22:17 Don’t create multiple Performance Max campaigns

24:10 The bidding strategy that works for Performance Max

Cory Lindholm on LinkedIn: https://www.linkedin.com/in/corylindholm

🔥 Best Google Ads Tips & Tricks From the LinkedIn Google Ads Guru, Cory Lindholm: https://youtu.be/omw0ejtXDaE

This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/

🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8

Want to learn more about Google Ads Performance Max? Here’s the link to all our PMax guide videos:

https://youtube.com/playlist?list=PLp…

🧐 Do You Have What It Takes to Be John Moran’s Right Hand? If So, We Need Your HELP! https://youtu.be/4Kcf-IHVbAw

🔎 Other Job Opportunities at Solutions 8 – Client Managers, Google Ads Specialists, and Strategists:

Apply here: https://sol8.com/apply/

💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene…

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm…

🧲 The only guide you’ll ever need for Google Ads for YouTube:

Google Ads for YouTube: The Ultimate Guide

Join this channel to get access to perks, including the Friday Google Ads Live Q&A member chat:

https://www.youtube.com/channel/UCKuk…

👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/

————————————————–

👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/

————————————————–

Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here: https://www.youtube.com/channel/UCKuk…

————————————————–

👉 Want to become a Google Ads expert?

We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!

Learn how to build, launch and manage high-performing Google Ads campaigns in our STEP-BY-STEP Google Ads Course: 👉 https://youvsgoogle.com/

————————————————–

Solutions 8 is a global authority in the Google Ads space and one of the world’s leading PPC agencies.

Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.

————————————————–

👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?

Sign up for a FREE Action Plan today: https://bit.ly/sol8-home

⬇️️ You can find us here ⬇️️:

Website: https://bit.ly/sol8-home

Twitter: https://twitter.com/solutions_8

Facebook: https://www.facebook.com/solutions8llc

LinkedIn: https://www.linkedin.com/organization…

#googleads

Transcript
kasim:

I think that performance max right now is more complex than an

kasim:

appendectomy PAX best practices.

kasim:

Yeah.

kasim:

Let's do best.

kasim:

Let's call it best practices for now, for now.

kasim:

Yeah.

kasim:

Now.

kasim:

Yeah.

kasim:

So that's the disclaimer.

kasim:

And Corey was saying before we started recording and, and I wanted to parrot

kasim:

that no matter what information we put out there, it's more or less gonna

kasim:

be antiquated almost immediately.

kasim:

If you're just a business, trying to run your own Google.

kasim:

I, I used to be less aggressive with this statement.

kasim:

I used to say like, Hey, you can figure it out on your own.

kasim:

You just have to be dedicated, consistent, et cetera.

kasim:

I'm now I'm 180.

kasim:

I'm like, don't do it.

kasim:

You just can't like, if you have a limited amount of budget and you're

kasim:

okay with six months of potentially not having great performance, go

kasim:

ahead and add a bunch of asset groups.

kasim:

At least you'll get some data eventually, but that's not everybody, dude.

kasim:

That was a masterclass that was.

kasim:

Cool.

kasim:

Yeah, I'm gonna tear that up and put it on Twitter and

kasim:

pretend I thought of all of it.

kasim:

Yeah.

kasim:

it's caus me the day of gold news here with our buddy Corey Lynn home.

kasim:

Corey.

kasim:

Thanks for being here again.

kasim:

Yeah.

kasim:

Thanks for having me.

kasim:

Yeah.

kasim:

Back by popular request.

kasim:

You a video shot off, dude.

kasim:

You're one of our more traffic videos in the, I see this.

kasim:

Yeah.

kasim:

The month of July.

kasim:

So it sounds like people really like.

kasim:

Yeah.

kasim:

I'm sending people from my LinkedIn as well, and people are loving it, man.

kasim:

They saw a lot of good, good value from it.

kasim:

So I'm really happy about it.

kasim:

Nice.

kasim:

Did you get anything out of it?

kasim:

Any leads?

kasim:

Any visibility on LinkedIn?

kasim:

Yeah.

kasim:

Yeah, for sure.

kasim:

Yeah.

kasim:

That's awesome.

kasim:

Awesome.

kasim:

Well, we're gonna do another one.

kasim:

And , we're thinking, how do I title this PAX best practices?

kasim:

Yeah.

kasim:

Let's.

kasim:

Call it best practices for now, for now.

kasim:

Yeah.

kasim:

Now.

kasim:

Yeah.

kasim:

So that's the disclaimer.

kasim:

And Corey was saying before we started recording , and I wanted to parrot.

kasim:

No matter what information we put out there, it's more or less gonna

kasim:

be antiquated almost immediately.

kasim:

like, you could watch this video as it's published and chances are

kasim:

something's changed between now and then.

kasim:

Yeah.

kasim:

And to be Frank for not for business owners as much, but

kasim:

for Google ads, professionals, that's a good thing for sure.

kasim:

The minute we hit a level as stasis, like your job security starts

kasim:

to narrow pretty significantly.

kasim:

And we saw that happening.

kasim:

I don't know if you remember dude, but like, this was for me, the age of Scag.

kasim:

It was a point there where Google ads was like, it was at, you could actually

kasim:

take a course and be pretty good at it.

kasim:

. Yeah.

kasim:

And it started to get you, but then it got more complex , and

kasim:

with complexity , came margin.

kasim:

So it's something to be celebrated as Google ads managers, if

kasim:

you're just a business trying to run your own Google ads.

kasim:

I used to be less aggressive with this statement.

kasim:

I used to say like, Hey, you can figure it out on your own.

kasim:

You just have to be dedicated, consistent, et cetera.

kasim:

Now I'm 180.

kasim:

I'm like, don't do it.

kasim:

You just can't and that'll change.

kasim:

Yeah.

kasim:

But there's , the classic analogy it's like, I had an appendectomy

kasim:

and I, I didn't even occur to me that I could do it myself.

kasim:

you know what I mean?

kasim:

Like there wasn't a moment where I was like, I wonder if I could YouTube

kasim:

this, , there was a surgeon and he went to school for a million years.

kasim:

and I just felt like in that moment, the cost of benefit ratio.

kasim:

Right.

kasim:

And I actually believe in somebody, call me out.

kasim:

If you think this is hubris.

kasim:

I think that performance max right now is more complex than an appendectomy.

kasim:

Oh yeah.

kasim:

Absolutely.

kasim:

Like , that's one of the issues right now.

kasim:

It's like, where is the one size fits all solution?

kasim:

I'm getting that a lot.

kasim:

Like, . Just tell me how to set up my asset groups.

kasim:

And I haven't even learned about your margins.

kasim:

What your LTVs look.

kasim:

Your repeat purchase rate.

kasim:

I don't know anything about your business, but you just wanna have

kasim:

like the silver bullet strategy, but this is very new, even people that

kasim:got introduced to the data in:kasim:

Yeah, it was going was garbage.

kasim:

Yeah.

kasim:

Yeah.

kasim:

So I would just say, to add to your disclaimer, like.

kasim:

Be smart.

kasim:

These recommendations are what's currently that I'm seeing that other

kasim:

agencies I work with see as like current best practices, but it's all fluid.

kasim:

Like if there's any Stephen, a fans out there it's fluid,

kasim:

you need to adapt them to your business.

kasim:

There's just no one size fits all solutions.

kasim:

I gotta throw that out there.

kasim:

No, that's really well stated.

kasim:

Here's what I do want to tell people though, because when you hear that now

kasim:

you're like, oh, well, I'm discouraged.

kasim:

Why would I listen anyway at this point?

kasim:

Sure.

kasim:

And this.

kasim:

I'd love your opinion on this Corey mm-hmm , you're priming your principles.

kasim:

You're putting yourself in a position to understand it's not what you do.

kasim:

It's why you do it.

kasim:

It's oh, we use maximize conversion value because we don't apply a TRO as,

kasim:

because that way, when you know that, because when the change happens, you

kasim:

get to go, oh, well, now I'm gonna do this because, so, pay a little bit

kasim:

less attention to , the what and pay way more attention to the because.

kasim:

And.

kasim:

You don't even need us at that point, right?

kasim:

Yeah.

kasim:

I tell this to my consulting clients all the time.

kasim:

It's like, look, I wanna get to a point where I'm teaching you not what

kasim:

buttons to push for any scenario.

kasim:

It's how to think about this.

kasim:

How to think about data analysis.

kasim:

Cause truly that's where this job is going.

kasim:

Like if you don't have the fundamentals of data analysis down, it doesn't matter.

kasim:

The buttons you're pushing.

kasim:

You're not gonna be able to know which buttons to push or why something's

kasim:

wrong, bad or how to correct it.

kasim:

So we gotta keep that in mind.

kasim:

This isn't just.

kasim:

Like, where do I go for?

kasim:

What it's how do I think about an approach paid search and then think about an

kasim:

omnichannel if you're a business owner.

kasim:

So dear God, Omni channel, that's a whole rabbit hole.

kasim:

I wish you didn't say that.

kasim:

Cause I just feel so tempted to just dive and be like, we're gonna

kasim:

talk about this for 20 minutes, but we're gonna stay true to the course.

kasim:

Yes.

kasim:

Omnichannel coming soon, we're gonna stay true to the course.

kasim:

Let's talk PAXs best practices.

kasim:

I especially wanna talk to those folks that haven't done the dive yet.

kasim:

Like when you're starting out your opinions.

kasim:

Where are you starting?

kasim:

What are you doing?

kasim:

What are the guard rails?

kasim:

Yeah.

kasim:

Got it.

kasim:

So I usually like to say like, what are the ingredients?

kasim:

Let's talk about the ingredients to make PAX algorithms suit

kasim:

your needs, your business goals.

kasim:

Right.

kasim:

I think , that'll give you the high level and then we'll figure out how

kasim:

we can play with those ingredients to make what we want outta this.

kasim:

So you've got the major levers, budget, bidding strategy.

kasim:

You've got your primary conversion actions or campaign conversion settings.

kasim:

You've got audience signals.

kasim:

Value rules.

kasim:

You're starting to see, I think already this isn't just said it and forget it.

kasim:

There's a lot of levers here.

kasim:

Value rules, which is audiences, devices, geos supporting non PAX campaigns.

kasim:

Right?

kasim:

Customer lists.

kasim:

The list goes on and on.

kasim:

You've got a URL, exclusions, smart shopping upgrades, customer

kasim:

acquisition campaign settings.

kasim:

There's a lot here.

kasim:

So when we think about, okay, we've got a lot of ingredients,

kasim:

, where do I prioritize things?

kasim:

That kind.

kasim:

So you just nailed the I'm so sorry to interrupt you.

kasim:

What you just said is so, so important.

kasim:

You just nailed the word it's ingredients, it's ingredients,

kasim:

you have all these ingredients.

kasim:

So it's like, we open up the fridge and somebody's like, what do I grab first?

kasim:

And the question is, well, what do you wanna make?

kasim:

You know what I mean?

kasim:

Are we baking a cake or a pizza?

kasim:

Cuz those are two very different things.

kasim:

Yes.

kasim:

So start with your goal.

kasim:

And look at these as ingredients that are geared towards your goal.

kasim:

Some of 'em are violently important.

kasim:

If your goal is X, some of 'em might not be as important if

kasim:

your goal is Y sorry, continue.

kasim:

And to your point about guardrails, , you gotta know your, industry and you've

kasim:

gotta know your internal numbers.

kasim:

If you don't know those things, no consultant in the world's gonna be

kasim:

able to give you the right advice.

kasim:

It's just the truth, because we have to know how to set.

kasim:

What we know about , the buttons, if you will, or how these automations

kasim:

work, these algorithms work, we have to know that information in order

kasim:

to give you the right strategy.

kasim:

You can't there's no, again, no one SES all.

kasim:

Yeah.

kasim:

So we're gonna have to customize the stuff.

kasim:

So I'd love to talk more about like the most common questions that I get.

kasim:

Cause I think this is where most people watching these videos,

kasim:

they probably have one, if not multiple of these common questions

kasim:

that I get, but let me know, you.

kasim:

Have you ever seen something as pathetic as like an old guy

kasim:

pulling out his paper notebook?

kasim:

, it's just sad, but when I'm taking notes, this is the best way that I think.

kasim:

So you mentioned knowing your numbers.

kasim:

Yeah.

kasim:

So , here's tangible, actionable item, number one.

kasim:

We actually went through an internal survey you know, we went from 20

kasim:

employees to 80, so it's hard to get everybody point in the right direction.

kasim:

So we're doing these two hour trainings every Friday.

kasim:

We're actually publicizing a lot of the snippets.

kasim:

You've seen that on our YouTube channel.

kasim:

And John said, here are the most important data points.

kasim:

And to the point that Corey just made.

kasim:

If you don't know these numbers, you're gonna have a hard time running Google

kasim:

ads, hiring a consultant, doing anything.

kasim:

Corey, what I'd love to do is I'm gonna say what I think they are.

kasim:

Sure.

kasim:

And I'd love for you to add anything that we're missing.

kasim:

Cool.

kasim:

So first is CAC.

kasim:

Yep.

kasim:

What is your cost of acquiring a new customer?

kasim:

And if you don't know that, and you're not willing to, delineate between the two.

kasim:

You're putting Google and ability to just resell your traffic to you,

kasim:

which is really, really dangerous.

kasim:

So CAC what's your return rate and return rate by the way, speaks to the

kasim:

next one, which is lifetime value.

kasim:

Yeah.

kasim:

You know, your return rate and roughly speaking, the Value

kasim:

of the transaction on return.

kasim:

You can figure out your LTV, 30, 60, 96, 12, 18 months.

kasim:

You need to know what the lifetime value is because the odds that

kasim:

you were in a business where you're gonna be able to self liquidate

kasim:

on the front end are very low and they're getting low is time lose on.

kasim:

Right?

kasim:

So CAC return rate, lifetime value AOV new versus returning kind of plays into CAC.

kasim:

Yeah.

kasim:

And then we have year over year growth.

kasim:

Is there anything you'd add to that?

kasim:

Anything that I missed that you're like, oh dude, I've gotta know the.

kasim:

Well, honestly, yeah, like , it's kind of the same, but not really is, really, you

kasim:

have to identify the, obviously your best sellers and you have to identify seasonal

kasim:

products because campaigns like this with PAX do not do good with seasonal products.

kasim:

Or if you just have fulfillment inventory issues, they probably

kasim:

should not live in a PAX campaign.

kasim:

You're gonna train the algorithm that sell something, and then you're

kasim:

gonna have to pull that out and have it relearn, , not a good place to.

kasim:

So if you have those, like Christmas only products, don't bundle

kasim:

those into your PAX campaign.

kasim:

It may sound obvious, but I see it all the time.

kasim:

So that's a big one.

kasim:

And then like, what's the LTV for your different product groups, because if

kasim:

your lower AOV products are driving most of your higher, like most of the

kasim:

revenue, most of the LTVs not just the initial purchase, but all time

kasim:

LTVs, you've gotta think about that.

kasim:

Cuz that's gonna play into the bidding strategy to you choose.

kasim:

Whereas are your higher AOV products leading to.

kasim:

Not even just higher revenue or better profits for some companies, are they

kasim:

leading to better quality customers?

kasim:

That's something people do not talk about enough.

kasim:

Internal resources get spent there's costs that aren't just in your spreadsheet

kasim:

that you have to account for when you're, when you're talking about the stuff.

kasim:

So those are a few.

kasim:

It's also something that's kind of difficult for a machine learning

kasim:

mechanism to determine like, , you need a person, maybe not forever.

kasim:

Someday there will be a robot that's super smart and tries to kill us all.

kasim:

But until then, like a person has to be like, well, I know that these

kasim:

look to like, all things are equal, but in reality they're not right.

kasim:

What phenomenal points.

kasim:

All right, cool.

kasim:

I keep this is I just never gonna stop.

kasim:

I'm not gonna apologize anymore.

kasim:

I like when we ping you, keep going.

kasim:

What's next?

kasim:

That's it.

kasim:

Cool.

kasim:

So a bit very, very common question that I get is number of asset groups.

kasim:

So I'm gonna go through depends on your daily budget.

kasim:

Yeah.

kasim:

Yeah.

kasim:

All right.

kasim:

You're gonna have your DSK.

kasim:

Yeah, no.

kasim:

So like your number of sector, it really is gonna be

kasim:

dependent on your daily budget.

kasim:

Last call Casa.

kasim:

You're like, what's something that we were saying, and maybe it wasn't the best to.

kasim:

I remember there was one where you guys said use as many asset grip as you can.

kasim:

It's like build out know 70, 80.

kasim:

We're still kind of saying that.

kasim:

Yeah, we're still kind of, and to your point, it's like, it's asterisk.

kasim:

If you have the money to support the you're right.

kasim:

You have to put the Astro to yeah.

kasim:

Cause it totally depends on your daily budget.

kasim:

You've got a hundred dollars a day.

kasim:

You've got a thousand different products, skews, and there's 20

kasim:

different product categories and you want to segment those asset groups.

kasim:

Good luck.

kasim:

It's gonna take.

kasim:

Maybe six months to get any actionable data, to really

kasim:

do any optimization efforts.

kasim:

And most companies can't burn cash that long before they

kasim:

make a decision on stuff.

kasim:

So there's a big disclaimer on that number of assets really

kasim:

depends on your daily budget.

kasim:

If you are really conservative, if you need to, use less than a

kasim:

hundred, it wouldn't advise it per day, then keep it to maybe one.

kasim:

To three, it's not ideal, but you gotta just keep those asset groups a lot lower.

kasim:

Cause you gotta get data back in order to optimize from.

kasim:

So that's just a big, do you have tranches?

kasim:

Do you have like a hundred bucks a day up to five asset groups?

kasim:

500 bucks a day is up to 20 asset groups.

kasim:

Like is there , a yeah.

kasim:

Table we can build here.

kasim:

I wish there was, I'm trying to, like, it really depends so much on AOVs and CPCs,

kasim:

so there's not like a hard and fast rule yet, but I wish it was that simple, but

kasim:

do I like how I ask the questions that you and I both know can't be answered, right?

kasim:

If I turn it around on you.

kasim:

Yeah, I'm gonna be greatly offended if this shows up on LinkedIn

kasim:

though, of Corey's like, here's the table that shows the, yeah, see.

kasim:

Casa didn't even know this.

kasim:

Yeah.

kasim:

Yeah.

kasim:

And then also just your level of risk aversion.

kasim:

That's something like I talk about all the time is like what?

kasim:

Because that determines strategy, whether you're doing it yourself or you're

kasim:

working with an agency or freelancer, you have to determine realistically

kasim:

how much risk are you willing to take?

kasim:

Cause the more risk you can.

kasim:

The faster we can spend to get actionable data to do optimization with.

kasim:

So you have to also think about that.

kasim:

Like if you have a limited amount of budget and you're okay with six months of

kasim:

potentially not having great performance, go ahead and add a bunch of asset groups.

kasim:

At least you'll get some data eventually, but that's not everybody.

kasim:

So it's another piece of that as well.

kasim:

So start small expand.

kasim:

This is not a glitch.

kasim:

I'm interrupting because I need to remind you that I'm always

kasim:

looking for people to join our team.

kasim:

So if you're passionate about Google ads and you wanna work with the best

kasim:

Google ads agency on the planet, please go to so late.com/apply.

kasim:

Speaking of working with the best Google ads agency on the planet, if you're having

kasim:

trouble with Google ads and you want professional help, that's what we do.

kasim:

You can go to so late.com that's S O L eight.com to apply for your

kasim:

free no obligation action plan.

kasim:

And if I've given.

kasim:

Any level of value at all.

kasim:

Maybe think about giving me a thumbs up and so chat to our channel.

kasim:

That's how we choose the YouTube algorithm.

kasim:

So they actually know that I know what I'm talking about.

kasim:

If you have questions, comments, concerns, or confessions hit

kasim:

me below in the comments.

kasim:

And now back to your regularly scheduled program.

kasim:

You know, what's funny about that six month timeline.

kasim:

You've thrown that out a couple times.

kasim:

We used to say for years, we would say it takes 90 days to proof

kasim:

concept at 90 days, I can give you feasible cost for acquisition.

kasim:

Yeah.

kasim:

Our sales narrative now has changed so much to where I'm actually

kasim:

losing clients and losing prospects.

kasim:

Yeah.

kasim:

Because the answer now is, I don't know.

kasim:

Yeah.

kasim:

I don't know, like if you're industry there's been a couple of blue ocean

kasim:

industries where we started running PAX.

kasim:

Google knew

kasim:

exactly where to.

kasim:

And there was nobody else there.

kasim:

So it's super cheap traffic and the targeting on point right under the gate.

kasim:

And it just like took off and for us, it's just, we look really

kasim:

smart, but in reality, we're in the front of the client.

kasim:

We're like, yes, this is a very successful campaign.

kasim:

And in the bat we're like high fiving and popping check.

kasim:

We didn't know that was gonna happen.

kasim:

And then sometimes there's a product where you're like, God, this is so linear.

kasim:

This is a no brainer.

kasim:

I'm gonna knock this outta the park.

kasim:

And then you start to run and it's just like, This slow, you feel like

kasim:

you're climbing a muddy hill and you're having a hard time making it happen.

kasim:

It's super expensive from a traffic perspective.

kasim:

So like man, I just don't know.

kasim:

Yeah.

kasim:

Do you have a timeline?

kasim:

Like what do you say to your customers?

kasim:

New customer wants run PMAX how long is this gonna take Corey?

kasim:

It's gonna vary.

kasim:

Sometimes it takes off right away.

kasim:

If there's a lot of like historical data in the account for the conversion

kasim:

action, that's gonna be the primary.

kasim:

If not, it's a brand new.

kasim:

Just know what you're getting into.

kasim:

Have you ever done commercial ads before?

kasim:

Like . It's a lot better than that, I usually set the time of three to six

kasim:

months before you have a lot of variants.

kasim:

Of course, I'm trying to avoid all of the, it depends annoying

kasim:

stuff, but truly it does depend.

kasim:

And I mean, some buyer journeys are gonna take like for higher OB products

kasim:

gonna take a while and that case I'm gonna lean more to the six month.

kasim:

Because we're gonna have to, it's gonna take a while.

kasim:

If the conversion volume is low, it's gonna take a while.

kasim:

If there's a lot of historical data in the account Google recognizes

kasim:

the there's a lot of volume behind the industry and the searches.

kasim:

It might be able to take off pretty quickly.

kasim:

I wouldn't set that expectation, but I'd say at least three to six months.

kasim:

And in some cases, I actually will say like, it's three months just to

kasim:

figure out if this is gonna be a viable.

kasim:

Option for us in Google ads.

kasim:

Right?

kasim:

So that's a hard sell exact same thing.

kasim:

Here's what I give people a visual.

kasim:

I'm like, look in three months, I can show you if the trend line's kind of pointed

kasim:

that way or kind of pointed that way.

kasim:

And that's about what I can do in three months is like,

kasim:

Hey, does this look promising?

kasim:

Or does it not?

kasim:

But we're not gonna be in the black.

kasim:

I had a friend he's in a mastermind with me.

kasim:

Hopefully never watches this video.

kasim:

He comes to me.

kasim:

He is like, Hey man, I want you to run all the Google ads.

kasim:

They had a big, big, big spend B2B.

kasim:

18 months sales cycle.

kasim:

Mm-hmm he goes, but when you proof a concept in 90 days.

kasim:

Yeah.

kasim:

I'm like, how, , I don't have a time machine.

kasim:

Like in what world?

kasim:

I mean, I need 18 months in a day.

kasim:

It's just, but it's one of those things where everybody looks at advertising

kasim:

like, oh, we need to know whether or not it works now right away.

kasim:

And in my mind, I'm like, if I knew that I would be so wealthy oh, a hundred percent.

kasim:

Yeah.

kasim:

, I'd be, I wouldn't be selling services to you.

kasim:

I'd be buying other people's businesses and then using my magic wand on them.

kasim:

Yeah.

kasim:

I know that came across as really ate.

kasim:

All right, man.

kasim:

Keep going.

kasim:

Best practice.

kasim:

I know you've got a little list in front of you.

kasim:

Yeah, no worries.

kasim:

So basically, how do I segment my asset groups?

kasim:

Super common?

kasim:

Generally speaking, you're seeing this kind of across the board is product

kasim:

category themes, except for combos, which we can get into like combo audiences where

kasim:

you're you're not segmenting my product category just to run that as a test, but

kasim:

we can get into that at a different video.

kasim:

Well known if it's not that, if it's more like you notice in buying behavior

kasim:

in your search terms in the past, or in other channels, you advertise on

kasim:

that most people that convert or buy something are searching for brands.

kasim:

So like brand heavy is really what I'm talking about in that case you might want

kasim:

to consider instead of product category.

kasim:

If that doesn't really fit and it's mostly brand, Nike, Adidas, whatever,

kasim:

probably wanna segment your asset group by brand and then go from there.

kasim:

So that's a easier, you said so much.

kasim:

There's so much value there.

kasim:

I wanna unpack it a little bit and I'm gonna go backwards

kasim:

cuz that's just recency bias.

kasim:

You're not talking about company brand for our listeners and viewers.

kasim:

You're, you're talking about product specific brand,

kasim:

depending on what you're selling.

kasim:

If people are looking for that brand, maybe even competitive

kasim:

alternatives, am I reach.

kasim:

You could test that as a signal for sure.

kasim:

Yeah.

kasim:

Like competitors by itself.

kasim:

Yep.

kasim:

But as far as like brands that you, yourself offer is what I'm talking about.

kasim:

Really.

kasim:

Yep.

kasim:

Not as an audience signal.

kasim:

Yeah.

kasim:

So well known high search brand stuff that you sell.

kasim:

So Nike, Adidas, whatever, separate those by asset groups, just because you're

kasim:

gonna see a lot of different buying behavior between those you're gonna want

kasim:

to test those things against each other.

kasim:

So do you take drop shippers as.

kasim:

Nope.

kasim:

Me neither.

kasim:

Nope.

kasim:

Just denied one yesterday.

kasim:

yeah, I used to smart shopping actually made it work pretty well,

kasim:

but it's just, it's impossible.

kasim:

Yeah.

kasim:

It's freaking impossible.

kasim:

Oh yeah.

kasim:

And then next cause I know we're, we're short on time, so I'm gonna

kasim:

try to get through this pretty fast audience signals to use.

kasim:

That's another big one.

kasim:

So the ones I like the most that tend to work across most accounts,

kasim:

different sizes DSK is your display search keywords mostly.

kasim:

Most of the time, previous converting keywords, but if we got a lot

kasim:

of budget, I'd love to throw in.

kasim:

A giant, like 6,000, keyword list of just every synonym for like buy sale

kasim:

promo, plus the product name or product category and throw that in and wait

kasim:

10 minutes for Google to accept it.

kasim:

And then use that as a custom segment for purchase intention or recently searched.

kasim:

Anyway, that's a whole thing, but you have a fun little Google sheet that has all the

kasim:

terms that you like to use, and then you just fill it out and it punches 'em out.

kasim:

Yep.

kasim:

It takes a lot of work, but man, I get great results in that, cuz

kasim:

you're just you're cherry picking all the potential high searches.

kasim:

Yep.

kasim:

Even if they haven't converted in the past first party data this is optional.

kasim:

Sometimes you only wanna feed it first.

kasim:

Non first party data.

kasim:

If you wanna make the algorithm work a little bit hard.

kasim:

Which can make sense for some people less sense for agencies.

kasim:

Cause you have to try to prove concept in three to six months as we've discussed,

kasim:

but if you're a business owner and you're a little less risk averse and you're

kasim:

willing to make that algorithm work really hard for scalability long term,

kasim:

maybe consider skipping the first party data, just give it cold audience signals.

kasim:

It's gonna expand outside of those initial audience signals anyway.

kasim:

It can be a strategy for some.

kasim:

So if you do do first party data customers, subscribers, app users,

kasim:

if that's relevant for you, site visitors YouTube channel of viewers,

kasim:

those are all pretty decent options.

kasim:

Yeah, we don't use it at all as a rule because in our experience, I'm

kasim:

actually just parroting what John says.

kasim:

It limits like Google just stays.

kasim:

It feels like it needs to learning on a pretty significant scale.

kasim:

All it does.

kasim:

And it takes a while for it to start going outside of that is

kasim:

what I've seen too sometimes months, like three to six months.

kasim:

So DSK is first party data.

kasim:

If you wanna do that in markets relevant trying not to go too crazy

kasim:

with that you can really throw it.

kasim:

And from what I can tell once PAX kind of figures out a signal.

kasim:

I know Google doesn't say this is true, but it seems to be that once

kasim:

you sort of teach it as a certain audience to go after, doesn't

kasim:

seem to forget that information.

kasim:

So just take that as you may.

kasim:

So DSK is first party data in markets that are relevant.

kasim:

And then you can also just get creative as you have more budget, as you're

kasim:

looking for scale opportunities, other audiences like a high share of

kasim:

conversions from the insights tab, you're gonna see that high share of

kasim:

conversions, 70% in some cases, 80%.

kasim:

In some cases I do notice that Google leans to affinity

kasim:

audiences for that though.

kasim:

So just be careful, cuz those are very large audiences, even if they

kasim:

seem somewhat relevant and they're getting a ton of conversions.

kasim:

Just be careful and cautious with throwing those as an audience signal

kasim:

because that's, that's pretty broad.

kasim:

Mm.

kasim:

And then lastly would just be high conversion probability users.

kasim:

It's kind of like , an interesting trick.

kasim:

Some people have a beta in their Google analytics.

kasim:

There is a, a spec, a custom audience that's called high

kasim:

conversion probability users.

kasim:

And you can actually use that and test that as an audience signal as well.

kasim:

It's pretty interesting.

kasim:

So those are some audiences signals that I usually use the

kasim:

most, at least to start, dude.

kasim:

That was a masterclass that was.

kasim:

Cool.

kasim:

Yeah, I'm gonna tear that up and put it on Twitter and

kasim:

pretend I thought of all of it.

kasim:

Good.

kasim:

all good.

kasim:

All good.

kasim:

Yeah, I mean, so I'd say next would be like initial budget to set.

kasim:

That's a big one.

kasim:

I think everybody kind of knows it's gonna vary a lot, but at

kasim:

least a hundred bucks a day.

kasim:

I don't wanna spend too much time on that.

kasim:

But if you are spending another way to look at is if you were spending, $200

kasim:

a day on smart shopping and maybe the rest of your budget was allocated to

kasim:

other inbound outbound strategies.

kasim:

Maybe another 30%, maybe two X again, there's no perfect number here.

kasim:

Try to give it as much as you can understanding.

kasim:

It's a giant ship of a campaign it's six to seven different campaigns in one.

kasim:

So just consider that when you're going into it, you're

kasim:

all in one PMX campaign, right?

kasim:

You're not splitting out initially.

kasim:

As much as I can.

kasim:

Yeah.

kasim:

There's some weird use cases to have to do separately, but I don't like doing that

kasim:

for the cross pollination of products.

kasim:

And you have to make a lot of assumptions in doing that.

kasim:

I'm hearing a lot of best practices of like separating by margin.

kasim:

This is not smart shopping.

kasim:

Like we have to be careful about those assumptions.

kasim:

People don't buy because of your margin.

kasim:

Right?

kasim:

So some people are gonna buy those lower tier products and become the best

kasim:

customers, the highest TV customers.

kasim:

When you start segmenting like that.

kasim:

If one cam one of those campaigns has more budget than the.

kasim:

Yes, who's gonna get the priority probably with the higher budget.

kasim:

So you just had to be careful about , over segmenting in today's,

kasim:

fully automated world of people.

kasim:

I've had some bloody nerd wars on that, and I think this has more to do with

kasim:

agency trying to justify their existence.

kasim:

There's I've opened up campaigns and it's just like, I mean, it's masterfully built.

kasim:

It's really impressive, but you look at it and you're like,

kasim:

wow, this isn't gonna work.

kasim:

. Yeah, it's still like the set of like my country, if language is super

kasim:

important, none of the obvious ones, they are like campaign level stuff.

kasim:

Countries like to separate languages.

kasim:

If that, again, makes sense.

kasim:

But generally speaking, I don't do that.

kasim:

There are some cases which we can get into, like with bidding strategies,

kasim:

where if you're trying to promote a product that is not getting any love

kasim:

from the PAX campaign it's in, you could always consider segmenting that one

kasim:

out and using a certain bit strategy.

kasim:

So that's a.

kasim:

Topic on its own, but those are some segment to opportunities there,

kasim:

if you wanna do that, but I try to keep it consolidated possible.

kasim:

Yeah.

kasim:

There's a rabbit hole here that I wanna, there's a whole nother video.

kasim:

Yeah.

kasim:

For us to talk about the, the segmentation capability with PAX post proof of concept.

kasim:

Yes.

kasim:

Because I mean, there's a ton of value in starting to figure out how I'm gonna

kasim:

pull this out and where I'm gonna push.

kasim:

And mm-hmm, to meander PEX.

kasim:

Right, but I'll stay on topic, Corey.

kasim:

Well, let's, let's do that for a bit though.

kasim:

Let's talk about like it's bit bidding strategy, cuz that's always a big one

kasim:

too, should I use max conversion value?

kasim:

Should I use max conversions?

kasim:

Well, this person said this.

kasim:

Should I always use that?

kasim:

And it's like, hold on again.

kasim:

Let's talk about your business.

kasim:

Let's talk about internal metrics.

kasim:

So I'm gonna try to keep this simple, but there is.

kasim:

Some variance here.

kasim:

So max conversions, if your AOVs do not very much, like they're not all

kasim:

over the place, you don't have a thousand dollars and, $20 products.

kasim:

And you wanna keep those PAX campaigns together, which again, I'd suggest

kasim:

that those AOVs don't very much or the higher LTVs or like your best customers

kasim:

come from those lower tier AOV product.

kasim:

Keep it on you.

kasim:

Can you, I would test max conversions in that case.

kasim:

Now this not, it's not gonna be most people or everybody.

kasim:

So it's more of a secondary option.

kasim:

Primarily.

kasim:

I'll use the max conversion values.

kasim:

Now that's mostly, you gotta consider if your LTV really doesn't apply because

kasim:

there's like no repeat purchasers or like higher tier AOV products, like

kasim:

generate, generate the most LTVs.

kasim:

And you wanna keep conversion volume high.

kasim:

Cuz cuz if Google, this is the whole thing.

kasim:

So if Google prioritizes those higher AOV products it's, it's gonna

kasim:

be hard for you to, to break outta that and force it somewhere else.

kasim:

So there's a lot of little discrepancies.

kasim:

So to try to summarize that if your AVS don't vary much or your

kasim:

L your higher LTB customers.

kasim:

Come from those lower tier AOB products.

kasim:

Max conversions is a great start.

kasim:

Can always change it later.

kasim:

If you need to max conversion value best for most companies, if LTV doesn't apply,

kasim:

cuz it's just kind of one and done people or you notice that the best customers, the

kasim:

highest LTVs come from a kind of variety of products or those higher AOV products.

kasim:

So it's can you, the max conversion value with offline conversion track?

kasim:

Is there any impact, like, have the G lid mm-hmm I'm already optimizing

kasim:

by conversion value on the front end, and then I'm just feeding

kasim:

you more and more information.

kasim:

Yes.

kasim:

That is the trick.

kasim:

So if you can have that set up for you to have it where there's conversion value

kasim:

adjustments is what you're talking about.

kasim:

Yeah.

kasim:

Cuz then you can show Google that these products don't just lead to $20.

kasim:They actually lead to:kasim:

Right.

kasim:

And then it can make sure to prioritize that.

kasim:

Yeah.

kasim:

So that's a really good point, but the G cribs only.

kasim:

Is it 90 days or is it six months?

kasim:

It attributes where to die?

kasim:

wanna say 90 days, but yeah, it could be, be 180.

kasim:

Well, yeah, changes too.

kasim:

That's the problem is Google's just like, oh, surprise.

kasim:

How long we're used to that though.

kasim:

Dude, I'm so sorry.

kasim:

I have to cut this short.

kasim:

Yeah, no worries.

kasim:

One of the smartest guys in the whole wide world, I really

kasim:

appreciate last words to you.

kasim:

If people wanna follow you, see you, where do they.

kasim:

Check out my LinkedIn, I post there at least once a week, I try to pack

kasim:

as much value in there as possible.

kasim:

Yeah.

kasim:

And then I'll be on follow up videos.

kasim:

Hopefully with Casa, we'll get into some more the, the nerdy in the weed stuff

kasim:

that a lot of you guys like and hope you got a lot of value outta the video.

kasim:

You're the man, Corey, if you're watching, like coming subscribe, go follow Corey.

kasim:

He does consulting by the way.

kasim:

If you've ever tried to reach out to us for consultant, we batter you away.

kasim:

Corey does it.

kasim:

So go bug him and we'll see y'all next time.

contact

Connect with Kasim Aslam

If you have any questions or professional inquiries please shoot him an email through this form. He would like to hear from you, depending on your inquiry of course.