Hello everyone. My name is Yana Lyashenko, Google logistics specialist. I am engaged in delivering the target audience to a business with the necessary parameters using Google advertising tools. What does this mean – delivery to the target audience so that there is a transcript? My task is to quickly find, or in conditions of limited time, money and other resources, a target audience and bring them to the site. Or find only some piece of the audience in this target audience, bring it to the site, and then directly buy it. Briefly, I describe it in general so that it is clear.
What settings and indicators did the client come with
Today I want to show one of the cases from Europe, Norway – selling jewelry. Shopify store. I’ll tell you what difficulties there were now. Approximately the period November 29 – December 16. 45 conversions, ROAS – 575. You can directly see the cost per conversion.
What difficulties were there? Not the easiest project. Performances. There are several of them, I think three or four performances. All without objects. Objects sometimes partially add money. The cost per conversion will increase, based on the results of tests it was determined. We will add objects a little later to performances or to some, one of the performances for testing once we collect more analytics on conversions.
Difficulties with recording sales in certain types of payment
Difficulties that have arisen. It turns out that in Norway several payment methods are used. If someone advertises in Norway, they know which ones. I won’t tell my competitors this so they don’t have to operate on it later. Sometimes I tell some specific information, they somehow chew it up, like in a broken phone, and then produce it. Then a client comes to me and gives me the information I chewed.
In short, there are certain types of payment in Norway. Whether you like it or not, they are purchased much more often than with a classic credit card or debit card, it doesn’t matter. And on Shopify there is a certain difficulty in connecting payment systems. It’s not so much the complexity of the combination itself with payment systems, but rather the complexity of correctly recording sales in the account. Well, such nuances. If, conditionally, PayPal can somehow be excluded with a referral and some of the conversions will be included. Is not a fact. You will lose some conversions. Then they came up with a unique scheme, according to which they began to record exactly the same number of conversions. We found this option. He’s a crutch, not perfect. They directly compared it with what actually exists and saw a really good picture.
Why you need to monitor the adequacy of the conversions obtained in performances
Why do you need to worry about the adequacy of the conversions received on Shopify? To generate sales in online stores, we use the Performance Max campaign type. What is this Performance Max? Performance Max uses certain predictive models in its algorithms with a combination of artificial intelligence. Like any artificial intelligence, it works with some kind of database. The better the quality, the better.
There is a nuance. The nuance is if we take advertising campaigns and a set of products. We do, we drive traffic to the site. We lead, we lead, but he, for example, but these people don’t buy, although there are conversions. But the system does not see them as conversions. What does artificial intelligence do? He looks – well, yes, I do it, but I don’t get the result – that means the audience is wrong. And what happens when artificial intelligence works? Right. It changes the way audiences search.
Why is it that in many projects, when you launch your performances, they initially work well, and then the result sags or the result is completely reset? You don’t give him full analytics of client behavior on the site and conversions. On Shopify, it would seem, the largest e-commerce platform in the world, it leads in the tops for purchases, it has huge million-dollar turnover of everything, etc., and cannot do normal recording of conversions on that very Shopify payments. Their own payment system never transfers the correct number of conversions by traffic source.
It is necessary that conversions from Google advertising fall into Google advertising directly. It is important, even if there are some purchases, we use the same goal in optimization: Add to cart (adding to cart), and drive traffic, drive… It is added to the cart, but will not convert in the end. This is a signal to Performance, the artificial intelligence that is built into its algorithms, to change the course, the vector of direction in searching for an audience. It’s important to have the right conversions, with the right value, with the right results. Otherwise, you’ll just get confused about re-creating and redoing performances.
Can a product replace performances?
Can an ordinary product replace them? Yes and no. From practice, an ordinary friend can give away, well, 30 percent per month. This is the average for a hospital. A completely different situation is possible. On average for a hospital, I have many different projects, 30% of what performance can give. 30 and 70 is a big difference. The main difficulty in most stores that are on Shopify is to correctly set up dynamic remarketing so that the IDs match. On Shopify, different plugins report completely different product IDs.
Differences in conversions between Google Ads and GA4
The second is to give directly the real number of target conversions. Another Shopify life hack – don’t forget to add Google Ads conversions. Not since the fourth analytics, conversions have not been friendly with Shopify lately. At the time of December 23rd year. I hope that Google will update and improve this Google Tag, and with its help they will begin to adequately share information. At the time I’m filming the video, December twenty-third, so far conversions from Google analytics fourth are just some kind of events. And conversions in Google Ads are straight conversions with certain behavioral characteristics, content, etc. Please pay attention to this.
Analysis of existing performances
What do we have? We have a set of several Performance Max. They built a kind of funnel. Performances without an object, without a signal. Performances without an object, with a signal. Performances tailored to a specific audience. These are the same abandoned baskets, conditionally. They give completely different results, plus or minus a uniform number of conversions.
The downside is that there are too few conversions to scale the campaign. By the end of the period, the dynamics dropped a little, which was planned due to the limited budgets that Google set. I posted it for several reasons. First, it has built into its algorithms, building up, a request for increasing budgets on your part for the reason that in December you need to spend more. The downside, of course, is that it begins to cut off useful coverage. Alas, unfortunately, it cuts off some of the useful coverage at performances.
Correctly setting up Performance when making purchases by following product chains on the website
Another feature of Performance is that people can go to one product item on the site and buy a completely different one. This is the difficulty. If product IDs are correctly recorded on the site, dynamic remarketing is correctly configured, and conversions are correctly configured, then the damage, conditionally, is minimal. The base is adequate for performance. You will begin to see what products on the site people mostly buy, regardless of what products they visit.
Performance can build certain chains, as I observe. He sees that, for example, clicks come from the Product1 position, but he buys Product2, since from Product1 they went through the site to Product2. The first step will try to push Product2 into advertising, if, of course, it is included in advertising. Direct conversions will not give results, they will continue to push traffic simply to Product1 so that it acts as an entry position and Product2 converts through it. The nuance is that they didn’t know about the performances.
Briefly, what is Performance Max and how to teach it correctly
Remember, Performance is about smart campaigns using artificial intelligence. The task is simply to lead its analytics to some result. More precisely the result that we would like, taking into account the error. The times when it was possible to simply catch up with statistics on conversions, simply then set the desired profitability, as was the case in smart shopping, I really miss them, that they were negative, but the performance turned out to be worse, are still over.
The task is to try to teach him to vary in those moments, nuances where you want him to do, produce, a margin of safety for generating conversions. So that the profitability or cost per conversion is close to what the client or, directly, the advertiser wants. Otherwise it will just be the volume of conversions.
A different situation is possible for other types of advertising campaigns. On the same display network or Discovery, or video. With performance, it is advisable that he be taught to generate a convenient base. All other types of advertising campaigns, based on some smart strategies, can simply operate with an average value. Focus on conversion statistics. Performance takes into account a complex of all parameters and data. The complex is quite changeable and sometimes performances fail completely.
Results
Basically, everything I wanted to say about the cases. Now the task is, in principle, to maintain balance before the Christmas holidays so that it is profitable. Before Christmas there is a lot of traffic and clicks, which do not correlate with sales, alas. People choose, compare, evaluate what they want to buy. The task in the new year is to scale the result x2. The products will still be sold. Not so much Christmas, but there are different categories that suit different life occasions.
In principle, so far everything I wanted to show about the case is basic.
