PPC_Live__When_it_s_right_to_send_the_WRONG_data_to_Google__1_.pdf

Transcript

1. When it’s right to send Google the WRONG data Inderpaul Rai speakerdeck.com/inders @inderpaul-rai @inderpaul_rai
2. Change is the only constant
3. Game changing releases 2015 Customer Match #PPCLive
4. Game changing releases 2015 Customer Match 2016 Right sidebar ads gone STAs deprecated ETAs launch #PPCLive
5. Game changing releases 2015 Customer Match 2017 Exact Match brutalised 2016 Right sidebar ads gone STAs deprecated ETAs launch #PPCLive
6. Game changing releases 2015 Customer Match 2017 Exact Match brutalised 2016 Right sidebar ads gone STAs deprecated ETAs launch 2021 PMax launch BMM deprecated #PPCLive
7. Game changing releases 2015 Customer Match 2017 Exact Match brutalised 2022 ETAs deprecated 2016 Right sidebar ads gone STAs deprecated ETAs launch 2021 PMax launch BMM deprecated #PPCLive
8. Control taken away With their iterative updates to Google Ads 2020 Search Terms Restricted 2017 Exact Match Killed 2021 BMM Killed #PPCLive
9. Increasingly relying on AI PMax Launched RSAs Launched Keywordless Campaigns? 2018 2021 2025 With new features #PPCLive
10. And how does this make us feel?
12. Our jobs have changed #PPCLive
13. We’ve been told that Data is the New Oil for years
14. And ever since we’ve been obsessed with sending the right data
15. Because increasingly that’s all that’s left for us
16. “But I’m doing everything Google has told us to do and not geing results”
17. Our jobs have changed PPC Teachers PPC Doctors PPC Pilots Unlevel the Playing Field: The Biggest Mindshift in PPC History - Fred Vallaeys
18. Client Problem
19. Focussed on growth
20. Suddenly wanted eiciency
21. ROAS CPC CPA
22. Without cuing volume
23. Option 1: Bid strategies
24. Option 2: Ad Copy
25. Option 3: Keyword Mix
26. We did something drastic
27. We edited the values of 14% of our revenue data
29. The Great Hanoi Rat Massacre of 1902
30. The Four Pests Campaign
31. These are known as Perverse Incentives
32. Let’s take a step back
33. CPC and CPA inflation
34. Unusually high value bookings led to volatility
35. And this was a recurring paern
36. But why?
37. The client would apply premiums
38. Misleading Google’s bid algorithm
39. Google reacted by bidding higher
40. Google was chasing high-value conversions
41. RAT PROBLEM SPARROW PROBLEM OUR PROBLEM PERVERSE INCENTIVES
42. Why not add bid caps?
43. Capping CPCs would lose us incremental revenue
45. We needed to find a Goldilocks solution
46. We wanted to test limiting Google’s sensitivity
47. Without killing these bookings from occurring
48. And using OCI we could artificially limit the value
49. So we capped the value distribution
50. Capping 95th Percentile 9% of conversions would be impacted
51. Editing the values of 14% of our revenue data
52. The results?
53. ROAS CPC CPA
54. ROAS CPC CPA -9% -13% +26%
55. https://we-discover.com/case-study/outlier-value-capping-adjusting-google-ads-conversion-value/
56. This strategy may not work for your business
57. Always hypothesise why
58. Try to identify potential perverse incentives
59. Do you ever adjust pricing based on supply and demand?
60. Are there any paerns in customer behaviour or conversion paths
61. Do you know your business’ revenue model and key profitability drivers?
62. What you choose to tell and don’t tell Google is fundamental
63. Advertiser Google 1PD COGS Budget CRO Feeds PMax Broad Bidding DDA RSAs #PPCLive
64. #PPCLive Best ways to adjust conversion data?
65. 1. Soteria 2. Measurement Protocol (GA4) 3. OCI
66. https://we-discover.com/blog/monitoring-your-cpc-distribution/