Surfside PPC Podcast Episode 8 - Performance Max For Lead Generation and Ecommerce — Transcript

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1. 0:00Welcome to the Surfside PPC podcast.
2. 0:02[music] Go to surfsidepppc.com to join
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6. 0:11What's up everyone? Welcome to episode 8
7. 0:13of the Surfside PPC podcast. Today I'm
8. 0:15going to be going over Performance Max
9. 0:17for lead generation, Performance Max for
10. 0:19e-commerce, and basically the way that I
11. 0:22look at creating performance max
12. 0:24campaigns, asset groups, targeting, all
13. 0:26of these different things, and whether
14. 0:27or not it even works. So, I'm going to
15. 0:29be going over some of that. Every single
16. 0:31podcast is now going to come with a
17. 0:33bonus podcast that will be added to the
18. 0:34premium section. So, the bonus will be a
19. 0:37video version of the podcast. Now, it'll
20. 0:39be a completely different recording
21. 0:40because I can't kind of just use the
22. 0:42audio for my video recordings because I
23. 0:45kind of know saying, "Oh, look here.
24. 0:46Look here." And I don't I don't want to
25. 0:47release a podcast where I'm referring to
26. 0:50a screen that, you know, clearly you
27. 0:52can't see if it's just audio only. So
28. 0:54will be two separate podcasts basically,
29. 0:56but a video component to this where I
30. 0:58actually go over here are the actual
31. 1:00things I'm talking about. So be a little
32. 1:02bit more descriptive and those will all
33. 1:04go in the bonus section on a weekly
34. 1:05basis. So having a lot more content come
35. 1:08out as the Google Ads course is
36. 1:10available for $34.99 a year if you're
37. 1:12trying to learn Google Ads. May do a few
38. 1:14more courses with like recurring type
39. 1:16payment things where so if you're
40. 1:18interested for a year, you're learning
41. 1:19about it. If you have a business of that
42. 1:21type, you can kind of keep up with
43. 1:22everything. So, I'm going to try to do a
44. 1:24lot more of that. So, let's get into
45. 1:26today. And basically what what I'm going
46. 1:28to be going over is my strategies as far
47. 1:31as performance max for lead generation.
48. 1:33So, questions are kind of just, you
49. 1:35know, kind of basic today. We'll still
50. 1:36put them in there, but we're going to
51. 1:38start with question number one.
52. 1:41[music]
53. 1:42Do you use performance max for lead
54. 1:44generation? Does it work to drive calls
55. 1:46and leads for a business? What are some
56. 1:49best practices to make it work and drive
57. 1:51quality leads? Okay, so question number
58. 1:53one, Performance Max for lead
59. 1:55generation. Do you do it? Does it work?
60. 1:57This is a really good question and it's
61. 1:58one of those things where it works, but
62. 2:00it requires a lot of control and it
63. 2:02requires a lot of having the right
64. 2:04settings, the right, you know,
65. 2:06conversion settings, the right data
66. 2:08going into your actual account. I always
67. 2:10talk about data and it's really like the
68. 2:11way Google Ads operates is if you can
69. 2:14feed in like tons of sales and
70. 2:17conversion and revenue data, then it
71. 2:19just operates a whole lot better for
72. 2:21you. You know, from like a return on
73. 2:22ads, return on ad spend perspective.
74. 2:25It's hard to do that from a lead
75. 2:26generation standpoint because it's hard
76. 2:29to perfectly connect leads to sales and
77. 2:32also like Google ad spend to sales all
78. 2:34the time because there's people that may
79. 2:36click on an ad at one point and end up
80. 2:37converting later. So basically to to
81. 2:40start all of this, the more context you
82. 2:42can give Google ads about what's
83. 2:44actually coming in from your
84. 2:46advertisements and what's actually
85. 2:48valuable to your business. So
86. 2:50performance max for lead generation does
87. 2:52work. It's just one of those it requires
88. 2:55a a few controls. First thing is the
89. 2:57conversion actions that you optimize
90. 2:59for. If you optimize for the calls from
91. 3:01ads conversion, you just need to keep in
92. 3:04mind that performance max has the
93. 3:06potential of driving you really
94. 3:07lowquality phone calls, competitive
95. 3:09phone calls. So, one of the things that
96. 3:11you can do is say we're going to make
97. 3:12our calls from ads conversion be 90
98. 3:14seconds, 2 minutes, so we're not getting
99. 3:16some of these just confused phone
100. 3:18callers. That's one of the things that I
101. 3:19do if I'm getting a ton of phone calls.
102. 3:21For some clients, like phone call volume
103. 3:23is just one of the things they deal
104. 3:24with. And that's one of those where you
105. 3:27really have to lean on the client and
106. 3:29you know what their kind of expectations
107. 3:30are in terms of phone call quality. But
108. 3:33if you're running like a medical office
109. 3:35or even like a local service business at
110. 3:37times you might find that it's like all
111. 3:38right we're getting a ton of competitive
112. 3:40phone calls and usually it just ties
113. 3:42right back to performance max because
114. 3:45performance max naturally goes after
115. 3:47competitive keywords. So the the other
116. 3:49part of this is negative keywords. Like
117. 3:52when you're running performance max for
118. 3:53lead generation, you have to build a
119. 3:55huge negative keyword list. It's like
120. 3:57build an account level like build a
121. 3:59negative keyword list, share it among
122. 4:01your search campaign, your performance
123. 4:02max campaign. It's actually a really
124. 4:04good strategy overall to run performance
125. 4:07max and take all of these like what
126. 4:10broad match would essentially match and
127. 4:12add them as negative keywords. Find a
128. 4:13bunch of one-word negative keywords and
129. 4:16you can really kind of optimize your
130. 4:18entire account with it. The other thing
131. 4:20is performance max works really well if
132. 4:22you're like, "All right, we're going to
133. 4:23send in a lead form." As long as the
134. 4:25lead forms that are coming in on the
135. 4:27website are quality, like if Performance
136. 4:29Max says it drives 30 lead forms and
137. 4:31your client says, "Well, we we got about
138. 4:3330 spam lead forms last month," it's
139. 4:35probably per and something that they
140. 4:36don't usually get, it's probably
141. 4:38performance max. Now, vice versa, if
142. 4:40you're getting good form leads, it can
143. 4:42continue to drive good form leads. It's
144. 4:44one of those things where it works when
145. 4:46you feed in good conversion data. Once
146. 4:48performance max drives good conversions,
147. 4:50it generally continues to drive good
148. 4:52conversions. So, it's one of those where
149. 4:54it does work pretty well. It's just you
150. 4:56you need to have the right conversion
151. 4:58actions in place. So, the way that I
152. 5:00usually set it up is I optimize it for
153. 5:03mainly like the lead form that's coming
154. 5:05in it. The way performance maxes works
155. 5:08the absolute best is with a qualified
156. 5:11conversion action. This is why
157. 5:12performance max, we'll get into our next
158. 5:14question, has always worked the best for
159. 5:16e-commerce because you can actually file
160. 5:18in a purchase and you can say we're
161. 5:20optimizing for purchase conversions and
162. 5:22revenue. So once Google ads starts to
163. 5:24get some of that purchase, conversion
164. 5:25and revenue data, then it's able to
165. 5:27actually use that to its advantage and
166. 5:30you know, you're able to actually see
167. 5:32context in terms of, oh, okay, this lead
168. 5:35came in as a phone call. We counted that
169. 5:37initial lead. You know, that was a a
170. 5:39twom minute and 45 second phone call. So
171. 5:41that's the first thing that I want to
172. 5:42track those phone calls that last that
173. 5:45long. This is where actually call rail
174. 5:47can be a little bit better because with
175. 5:48call rail you can set some of these
176. 5:50controls a little bit easier and you get
177. 5:52more accurate call data in terms of some
178. 5:54of the mobile calls that are coming in
179. 5:55from your website. The mobile clicks to
180. 5:58call conversion. If you follow me you
181. 5:59know you know what I'm talking about but
182. 6:01basically the conversion action that
183. 6:02tracks the button click of a phone call
184. 6:04button on your website. So very common
185. 6:07conversion. Those anything button
186. 6:09clicks, outbound clicks, clicks in
187. 6:11general, performance max just drives
188. 6:13those conversions, but they're not real.
189. 6:15Doesn't really make a whole lot of
190. 6:16sense. It's just one of those like So
191. 6:18the workaround is you could say, okay,
192. 6:20mobile clicks to call when the session
193. 6:22on your website lasts for longer than 60
194. 6:24seconds. That's kind of one workaround
195. 6:26where, you know, it can it can generally
196. 6:28work a little better. The other thing is
197. 6:30just saying, you know, mobile clicks to
198. 6:31call two minute plus sessions, then it
199. 6:33really makes it more something that
200. 6:35somebody has to be on your website for a
201. 6:37little while. And generally, if
202. 6:38somebody's calling from your website,
203. 6:39they're going to open up, their phone
204. 6:41app opens, the website stays open, so
205. 6:42they'll be on your website for a session
206. 6:44longer than that. So that's one of the
207. 6:45workarounds. The other thing that you
208. 6:47can do, so I always say desktop phone
209. 6:49calls, basically call forwarding. So
210. 6:51calls from ads, those conversions when
211. 6:52they last 60 seconds or longer. And you
212. 6:55know, one of the good things to do is
213. 6:56put that threshold up a little bit
214. 6:57higher for performance max. So you
215. 6:59really just need to keep in mind are are
216. 7:01the conversions being reported by conver
217. 7:03by performance max actually translated
218. 7:06into leads and revenue. Now switch to a
219. 7:09Shopify website. This will bring us into
220. 7:10our next question. I switched to a
221. 7:12Shopify website. But let's get into
222. 7:13question number two. So we'll put in
223. 7:15question number two. Basically for
224. 7:17question number one, performance max for
225. 7:18lead generation definitely works as far
226. 7:21as targeting goes. you know, search
227. 7:23themes kind of match my exact keywords
228. 7:25that I'm targeting on the search
229. 7:26network. Audience signals, I try to
230. 7:28incorporate as many of my own your data
231. 7:32audience signals. So, my website, my
232. 7:34YouTube channel, my customer lists, any
233. 7:36of that information that I have are the
234. 7:38things that I really want to focus on
235. 7:40because that's that's the information
236. 7:42that you're feeding into Google along
237. 7:44with your conversion data that they're
238. 7:46ultimately going to use to to optimize
239. 7:47your campaign. So, audience data, search
240. 7:50teams, and then when you're building out
241. 7:51your assets, just use good ad copy,
242. 7:53create good advertisements. That's
243. 7:55really all you're trying to do. So,
244. 7:56that'll wrap up performance max for lead
245. 7:58generation. Kind of a quick answer, but
246. 8:00the video component will go into a
247. 8:02little bit more detail about, you know,
248. 8:03overall strategy and things like that.
249. 8:05Next is going to be performance max for
250. 8:07e-commerce. So, let's do question number
251. 8:09two.
252. 8:12>> Do you use performance max for
253. 8:14e-commerce? How can I use it to increase
254. 8:16my return on ad spend? Does it work well
255. 8:19for an e-commerce business?
256. 8:21>> Okay, question number two. And yeah,
257. 8:22every question is read by some AI voice
258. 8:24that I generate. So, try to do different
259. 8:26voices, but so you don't just get stuck
260. 8:28with my voice for a whole episode. But
261. 8:30basically, for question number two,
262. 8:32performance max for lead generation. I
263. 8:33mean, performance max for e-commerce,
264. 8:35excuse me. You know, that's kind of
265. 8:37really where it first worked is
266. 8:39performance max. And that's kind of
267. 8:41where I learned that it's it's
268. 8:44ultimately just you need to feed in
269. 8:47revenue data into you need to just feed
270. 8:49in good conversion data into performance
271. 8:51max to make it work. Now there there is
272. 8:53a case to be made that performance max
273. 8:55sometimes just causes you to spend a lot
274. 8:57of money on your brand keywords and then
275. 8:59drives conversions that way. That does
276. 9:01happen in a lot of accounts, but it's
277. 9:03also one of those things where that's
278. 9:04kind of how Google Ads is now. Because
279. 9:07if you are an e-commerce business and
280. 9:09you search a brand name, you're going to
281. 9:11see those ads, you're going to see
282. 9:13competitive ads. So, you really from an
283. 9:15e-commerce standpoint, like your brand,
284. 9:17competitive brands, you really want to
285. 9:19target it all because there's no there's
286. 9:21no real downside in targeting your brand
287. 9:23unless you're just like, "Okay, we're
288. 9:25bringing in way too much, you know,
289. 9:27we're spending way too much on this."
290. 9:29So, that's one of those things where you
291. 9:30always want to kind of take out that
292. 9:32data and say, "Here is what our brand
293. 9:35return on ad spend kind of looks like."
294. 9:36And sometimes you might want to set up
295. 9:38separate search campaign, shopping
296. 9:40campaign, performance max campaign that
297. 9:42are a little bit more on the branded
298. 9:43side and incorporate more branded
299. 9:45keywords and focus on a really high
300. 9:47return on ad spend. And then non-branded
301. 9:49campaigns can actually be used to kind
302. 9:51of build more people into like your
303. 9:53funnel, let's say. So, you know, that's
304. 9:55kind of the thing I try to do. I look at
305. 9:57the account level when it comes to
306. 9:58e-commerce. Performance Max though those
307. 10:00campaigns are, you know, where I spend
308. 10:02the majority of my budget when it comes
309. 10:04to e-commerce. There's I still run
310. 10:06standard shopping campaigns because they
311. 10:08just you still see like the keywords and
312. 10:10standard shopping campaigns. So, I think
313. 10:12having brand and non-brand in your
314. 10:14Google Ads account and obviously the
315. 10:16more budget you have and you know the
316. 10:18more that you can spend and kind of you
317. 10:21know how you're budgeting things can
318. 10:23definitely make a huge difference. So
319. 10:25that's also the other thing that you
320. 10:26want to keep in mind is is where your
321. 10:28budget is can also dictate your
322. 10:30strategy. I think from a very simple
323. 10:32standpoint, creating one performance max
324. 10:34campaign, separating out asset groups
325. 10:36the same way that you would add groups.
326. 10:38So if you have five different product
327. 10:40categories, you know, if you're selling,
328. 10:41I don't know, five different, I don't
329. 10:43know, five different widgets, basically
330. 10:44just five different types of products,
331. 10:46for example. So let's say you sell a
332. 10:48bicycle, a scooter, you know, etc., etc.
333. 10:51Basically an asset group for each of
334. 10:52those things. a scooter asset group that
335. 10:55targets scooter for sale keywords.
336. 10:57Obviously, the more similar to the type
337. 10:59of scooter you're selling, you know, if
338. 11:00it's a $200 scooter versus a $2,000
339. 11:03scooter, depending on the, you know,
340. 11:04electric versus manual, but but
341. 11:06ultimately what you're trying to do is
342. 11:07you're building asset groups to say this
343. 11:09asset group, I want to go after this
344. 11:11specific customer. I am going to
345. 11:13incorporate some of my brand data within
346. 11:15my performance max campaign and that
347. 11:18brand data is going to basically figure
348. 11:20out the funnel to my conversion. So, I,
349. 11:23you know, I say somebody might start
350. 11:24with what is the best scooter for under,
351. 11:27you know, $2,000. Oh, well, you guys
352. 11:29have a $1,500 scooter. Here's all the
353. 11:31benefits. So, it may start with a click,
354. 11:33research, watching videos, going through
355. 11:36like all of your business data. I mean,
356. 11:38I always think about before somebody
357. 11:39contacts Surfside PPC, I don't think
358. 11:41it's like they watch one video, they're
359. 11:43like, "Well, I'm going to contact this
360. 11:44guy." It's like, no, they watch probably
361. 11:46a few videos and then they probably read
362. 11:48some of my content. they probably, you
363. 11:51know, there there's probably something
364. 11:52that makes them go, "Okay, yeah, this
365. 11:53this is who I'm going to contact." But
366. 11:55you you need to have all of that to to
367. 11:57really drive conversions. So, that will
368. 11:59wrap up episode number eight of the
369. 12:00Surfside PPC podcast. Again, join
370. 12:03Surfside PPC Premium. You know, get my
371. 12:05Google Ads course and then just
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374. 12:10wrap up the episode. If you have any
375. 12:12questions, of course, always send them
376. 12:13in. And thank you for listening.
377. 12:15>> Thanks for listening to the Surfside PPC
378. 12:17podcast. Go [music] to surfsideepc.com
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