Are you still pausing “winning” ads because Meta tells you the CPA is broken? In this episode, we break down the next layer of our three-part series on why turning off Meta’s conversion obsession is the smartest move you can make right now.
John Moran walks us through a real case study where individual category campaigns, feeder strategy, and engagement metrics drove an 80% lift in new customers. We unpack why hook rate, CTR, and directional signals matter more than platform-reported conversions, and how Shopify and blended nCAC become the real source of truth.
We also connect the dots between Meta and Google in a way most marketers completely miss. You’ll hear how improved Meta creative reduced Google spend by 20% while increasing total new customers by 37%. And if you want proof that Meta is a top-of-funnel growth engine and not an attribution tool, this episode lays it out step by step.
In this episode:
02:40 Why you should not pause winning ads
06:29 Hook rate & outbound CTR benchmarks
13:05 Example of benchmarking with nCAC
16:33 Amazon, Google, and Meta sales overlap
19:42 Case study: Meta’s impact on Google results
Mentioned in the Episode:
- Previous Episodes On Why You Should Not Pause Ads: https://www.youtube.com/@perpetual_traffic
- Tier 11’s nCAC: https://www.tiereleven.com/ncac
- Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Listen to this episode on your favorite podcast channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491
Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK
Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1
We appreciate your support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with John Moran
Connect with Ralph Burns:
- LinkedIn – https://www.linkedin.com/in/ralphburns
- Instagram – https://www.instagram.com/ralphhburns/
- Hire Tier11 – https://www.tiereleven.com/apply-now
Connect with Lauren Petrullo:
- Instagram – https://www.instagram.com/laurenepetrullo/
- LinkedIn – https://www.linkedin.com/in/laurenpetrullo
- Consult Mongoose Media – https://mongoosemedia.us/
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic?
Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!
READ THE TRANSCRIPT:
Stop Pausing Winning Ads With Meta Andromeda, Kill Conversions Instead – Part 2
00:00:00:00 – 00:00:02:16
John
since starting all of these individual campaigns
00:00:02:16 – 00:00:04:09
John
we’re starting to see new customers increase
00:00:04:09 – 00:00:05:13
John
by 80%.
00:00:05:22 – 00:00:06:25
John
This is a new.
00:00:06:26 – 00:00:08:04
Ralph
Creative.
00:00:08:04 – 00:00:08:28
John
Update to.
00:00:08:28 – 00:00:09:19
Ralph
Meta.
00:00:09:19 – 00:00:18:18
John
And how it impacted Google ads on either a first click or non first click new customer. Check this out. It’s insane.
00:00:20:18 – 00:00:36:22
Ralph
Hello and welcome to the Professional Traffic Podcast. This is your host, Ralph Burns, founder and CEO of tier 11. And today is a continuation of what is now sort of a three part series on why you should stop pausing winning ads inside meta and do this instead,
00:00:36:22 – 00:00:42:26
Ralph
Especially if you shut off all conversion data, which PT_EP_771_AI transcript – Google Docs showed us exactly how to do that
00:00:42:26 – 00:00:46:28
Ralph
in last week’s show. We’ll continue with that theme here on today’s show.
00:00:46:28 – 00:00:47:14
Ralph
course.
00:00:47:14 – 00:00:51:03
Ralph
We’ll leave links in the show notes for the previous two shows that we’ve done on this very subject.
00:00:51:03 – 00:00:53:07
Ralph
This is one of the biggest changes
00:00:53:07 – 00:00:54:02
Ralph
in meta
00:00:54:02 – 00:00:57:03
Ralph
in the past ten plus years.
00:00:57:03 – 00:01:22:19
Ralph
And as I mentioned on the last week’s show, we used to have a soapie for how to counter this kind of thing inside of meta when it was Facebook. And you would typically you would either maximize, minimize or optimize ads that were either overperforming, underperforming or just were sort of in that middle ground where you’re not really sure what to do with them.
00:01:22:27 – 00:01:35:11
Ralph
But all of that’s changed the rules for media buying and for growing on these platforms. Meta specifically. Well, as Google, we also have a case study here on Google and why
00:01:35:11 – 00:01:44:07
Ralph
Google search is becoming less and less important. Digital. Today we do an equal amount of spend on both platforms now, but it’s definitely shifting
00:01:44:07 – 00:01:49:25
Ralph
entire ecosystem is now shifting more towards meta and even towards top of funnel platforms.
00:01:49:25 – 00:02:16:20
Ralph
Like a lot of the stuff that you see on native as well as programmatic, because all the things we’re learning in meta is if you want to expand and grow your business, you have to get top of funnel awareness. And the best place to do that is to create a brand. At the same time, it’s through these top of funnel platforms like meta, like YouTube, and even more so we’ll talk about this in future shows in programmatic and native advertising, which
00:02:16:20 – 00:02:21:29
Ralph
which we’re doing an increasing amount every single month with here at tier 11.
00:02:21:29 – 00:02:39:08
Ralph
And we’ll explain that and go into that further detail in subsequent episodes. So without further ado, this is part two. Part three, I suppose, why you shouldn’t be pausing winning ads inside meta and turn off conversions entirely. Take it away, PT_EP_771_AI transcript – Google Docs. Ralph.
00:02:39:17 – 00:03:00:08
John
This is the, tablet company, the, this company here, we did the feeder strategy for it, but in, in a, in a much different sense, than what we’re looking at here, because this one is actually structured to grow. Each one of these categories independently, except for a small category. And you’ll be able to see which one here as soon as we log in.
00:03:00:08 – 00:03:21:07
John
I think it’s actually a very, very, very interesting case study. So inside of here we have ad spend that is dedicated to a particular type of category. Now if we look inside the back end of the analytics and I go into the reports, you’ll see that every day I check. Well, not every day I missed yesterday, but usually every day I check my report called Jam Rental Sales by product.
00:03:21:07 – 00:03:25:17
John
I just put my name, but there is my custom report. What I look at here is, well,
00:03:25:17 – 00:03:28:03
John
since starting all of these individual campaigns
00:03:28:03 – 00:03:37:01
John
that all started on January 2nd, and every single one of these started on January 2nd, we can take a look and say, okay, since January 2nd to this time period compared
00:03:37:01 – 00:03:38:25
John
to the previous period,
00:03:38:25 – 00:03:40:11
John
we look at the new customers,
00:03:40:11 – 00:03:41:06
John
what has happened?
00:03:41:07 – 00:03:51:18
John
Okay, so we can see all of our products and we can see let’s just do this. Let me get rid of like, gross sales. So we get to the number of net items sold. I just want to see new customers
00:03:51:18 – 00:03:56:19
John
and product kind of, you know, good products. So toilet bowl cleaner, 21 new customers, up to 35.
00:03:56:19 – 00:04:13:16
John
Excellent tile and floor, 19 up to 32 good dishwasher detergents from 4 to 19 good laundry detergent tablets. We’re actually not doing that one. Yeah, we’re doing the dishwasher and we’re actually doing a different laundry detergent. But it’s not going to be not it’s actually going to be this one right here that’s going from 0 to 2. So we’re going to ignore laundry.
00:04:13:16 – 00:04:43:11
John
That was a different product. Got the dishwasher tablets 17 to 17. Fairly standard bamboo cleaning cloths for up to 13 foaming hand soap going down the coconut scrub, scrubbing sponges going down. So you got scrubbing. You got coconut or sorry, got bamboo cleaning cloths and coconut scrubbing sponges. So bamboo cleaning cloth and scrunchies, those are going down the bamboo cleaning cloth and scrubbing sponges are not a category.
00:04:43:11 – 00:04:46:14
John
We’re pushing.
00:04:46:16 – 00:04:51:19
Ralph
I was about to say I love the hand soap with these guys. Right. My favorite. Yeah, exactly.
00:04:51:20 – 00:05:00:01
John
So we have like a main campaign that has all of these 5 in 1. So we have basically five independent and one that has five. So basically these are the same campaigns.
00:05:00:01 – 00:05:07:15
John
But what’s interesting about this is also since I started to increase the ad spend between these two time periods, which is went for basically nothing to nothing.
00:05:07:15 – 00:05:09:00
John
What’s cool about this is
00:05:09:00 – 00:05:10:06
John
with feeder strategy.
00:05:10:06 – 00:05:18:11
John
Yes, I know that my 2% spend on my main campaign is still producing 56% more customers.
00:05:18:11 – 00:05:19:17
John
Why? Well,
00:05:19:17 – 00:05:29:07
John
I know I have ad spend here and I know that I will have a lasting view here because this was the bigger campaign and for longer. But
00:05:29:07 – 00:05:32:27
John
does that mean that these ads aren’t working when this one just grows by 56%?
00:05:32:27 – 00:05:52:27
John
No. Especially when I can check in the back and say, how’s my towable tablet’s doing? Well, went from 21 to 35. Well, how is my toilets here? This one is so funny because this one actually has not tracked a result at all. Went from 0 to $275. I didn’t sell anybody according to meta, but that is actually what is now one from 21 to 35.
00:05:52:27 – 00:05:53:08
John
So
00:05:53:08 – 00:06:04:23
John
Do I shut the CPA? Hell no. I’m doubling it. Or do I shot that campaign because the CPA is gone? I basically went from 21 to 35 and it cost me, you know, 275 bucks. Good. Yeah.
00:06:04:23 – 00:06:09:16
Ralph
And and the icing on the cake here is that you’re not even tracking Amazon sales.
00:06:09:18 – 00:06:11:23
John
I’m not tracking Amazon sales. Like.
00:06:11:25 – 00:06:14:12
Ralph
But guess what? Amazon sales are significant here.
00:06:14:17 – 00:06:19:04
John
Amazon sales are very significant. And that’s also why I don’t care. But you know what? I am tracking that
00:06:19:04 – 00:06:21:18
John
this entire campaign has a 38% hook rate.
00:06:21:18 – 00:06:24:16
John
That’s important.
00:06:24:18 – 00:06:25:16
Ralph
By the way.
00:06:25:19 – 00:06:27:12
John
It’s better than cost per conversion.
00:06:27:12 – 00:06:32:09
Ralph
But yeah, that’s tremendous. And hook rate over 25% is considered very good.
00:06:32:11 – 00:06:34:27
John
Yeah. Yeah. That was the kind of the ad engagement metrics that we got from
00:06:34:27 – 00:06:48:17
John
the Andromeda team. Basically, there’s a wider range. But the ranges you want to keep them obviously agnostic to industry. You know, if I, if I give away free gold bars, you’re going to be above 90, you know, like, obviously that’s going to be important.
00:06:48:17 – 00:07:07:22
John
But if I say, hey, can come you know, 20% off leg amputations probably get it I’ll do that. Great. So there relative to the industry. Right. But when you’re looking at the ranges, if it’s below 15, that’s like, okay, it’s dead and gone like this. You know, just pull the plug. It’s on life support. The over 25 is thriving and flourishing.
00:07:07:26 – 00:07:21:00
John
So those are the kind of the ranges you can bounce around the 25. But if you’re bouncing around 15 that’s just too low. So 15 to go to 25, 25 to go down to 20, I’ll watch it. And it gives danger that in between those two points is your danger zone.
00:07:21:03 – 00:07:21:16
Ralph
Got it.
00:07:21:16 – 00:07:28:03
John
when you’re also you have a click the rate up on a 1.5. And if we have our click the rate outbound if we’re just looking at that here CTR
00:07:28:03 – 00:07:39:00
John
click the rate up I click the rate 1.5 is where we’re going to try to get to. Right now we’re at 2.57. So yeah that 2.57. Click the rate outbound right 31.5.
00:07:39:00 – 00:07:53:20
John
Right. We’re almost hundred percent above that. Yeah. So our frequency is good hook rates good click. The rate is good I deleted the conversion column because it doesn’t mean anything because my conversion column is right here. And that tells me with real money in my bank account that I get to pull out. But yeah,
00:07:53:20 – 00:07:57:27
John
I spent $275. I made 350 bucks more in the first kind of two weeks of doing this.
00:07:58:01 – 00:07:58:07
John
And
00:07:58:07 – 00:08:00:00
John
we’re starting to see new customers increase
00:08:00:00 – 00:08:01:04
John
by 80%.
00:08:01:04 – 00:08:01:13
John
So,
00:08:01:13 – 00:08:03:15
John
do I listen to meta? No,
00:08:03:15 – 00:08:05:09
John
really don’t anymore. Meta is
00:08:05:09 – 00:08:13:00
John
in my opinion, fantastic. Fantastic, fantastic. Fantastic marketing channel. You know what? It sucks that attribution.
00:08:13:00 – 00:08:15:05
John
Maybe take that into consideration.
00:08:15:12 – 00:08:36:05
Ralph
That’s, that’s today’s bottom line, sort of quote from PT_EP_771_AI transcript – Google Docs Moran. I just wonder on this one, knowing this one. And knowing the other one, actually, because they both sell on Amazon. You’re not even looking at Amazon here because you’re looking at engagement rates within the platform itself. Not even conversion. Then you’re looking at the back end.
00:08:36:06 – 00:08:42:13
Ralph
We didn’t even look at our first example in the chameleon coffee cups. We don’t have to do that. I think it’s probably best that we don’t. I was going to say there’s.
00:08:42:13 – 00:08:43:27
John
There’s a lot of activity there. I want an.
00:08:43:27 – 00:08:47:23
Ralph
Account, a lot of activity. We want to simplify this as much as possible. Also we want to keep a.
00:08:47:28 – 00:08:49:08
John
Very large company.
00:08:49:10 – 00:08:52:15
Ralph
Yes, absolutely. And but it’s like
00:08:52:15 – 00:09:04:17
Ralph
once you actually have a way to track Amazon sales, Shopify, which is your source of truth and all the platforms and what you’re actually spending, it’s nirvana. It really, really is
00:09:04:17 – 00:09:13:09
Ralph
like we have another client, which I don’t think you’ve done a ton of work with. We have 50, 60, $70,000 a month in programmatic spend.
00:09:13:11 – 00:09:33:22
Ralph
That’s in addition to. And then we look at inside the, inside tier 11 data suite, and we can see what spending there where Amazon sales that they also sell on Amazon. And we’re seeing everything how it all kind of works together. And then you go back into the ad platform, you’re like, all right well which ads are the ones that are getting the most engagement that are driving conversions?
00:09:33:24 – 00:09:55:12
Ralph
Maybe on Amazon, maybe on their site, but it’s all of it’s working together. And then we calculate the overall Ncac. We see all the platforms reducing the overall impact from I believe was 183 down to like 134 in the last three months. Yeah, because everything is working together because we’re not worried about what’s meta doing, what’s Google to it.
00:09:55:12 – 00:10:01:12
Ralph
We’re saying in this world that we live in, especially now, like you said,
00:10:01:12 – 00:10:09:13
Ralph
meta is a great top of funnel awareness platform. It’s a great advertising platform. It’s not a great attribution, but it’s it’s.
00:10:09:13 – 00:10:10:26
John
Spawned an industry.
00:10:10:26 – 00:10:13:08
Ralph
Wicked reports is here because they failed.
00:10:13:13 – 00:10:24:14
John
Why are the people who, like, you know, now work very closely and and with the reports to make even that more accurate, why would we look in the platform? That’s not that’s an oxymoron.
00:10:24:16 – 00:10:42:15
Ralph
I mean, why are we spending tens of thousands of dollars a month? Well, of that, like if I had to, if I didn’t have to give that money to that money. Right. The second area to our shareholders there. But the point is this is that if if everything was perfect inside the platforms, we wouldn’t be spending any money like North Beam wouldn’t exist.
00:10:42:15 – 00:10:43:26
Ralph
Widget reports wouldn’t exist. God.
00:10:44:03 – 00:10:46:19
John
Well, IRAs wouldn’t exist.
00:10:46:26 – 00:11:04:09
Ralph
Oh, no. I mean, the point is that, yeah, at this day in the ocean, I mean, there’s a demand for it because none of these platforms are giving you the proper data, even with first click happy Imports and everything else that we’ve talked about here. Yeah. Conservative great. Like you still do need a secondary source of truth for sure.
00:11:04:11 – 00:11:05:01
John
This is
00:11:05:01 – 00:11:08:12
John
a watch this this is where I think the big moment is
00:11:08:12 – 00:11:20:14
John
whenever I do this, it’s it becomes an eye opener for most people. What we did here since the second is we’ve added 100% more ad spend inside of instead of just the,
00:11:20:14 – 00:11:25:20
John
meta campaign. Okay, so that’s a 100% increase now, 100% increase to top line.
00:11:25:20 – 00:11:41:06
John
And then them. No, no no, we have Walmart, we have Amazon, we have Google, we have meta. It was 100% increase of only meta, which is basically $1,500 since the second. So approximately about seven or about $700 more per week.
00:11:41:06 – 00:11:48:11
John
Now inside the platform, the cost per result, the thing that I find exciting is, is that green and is that green.
00:11:48:18 – 00:12:03:07
John
This could be another one in front of it. This can have 60 more zeros behind it. I don’t care as long as it’s green, because if you look at the actual number of this, my 85 went down to 71 and that would be extremely poor.
00:12:03:07 – 00:12:08:12
John
That would be very, very bad. If our analysts are showing that our average order value is $26.
00:12:08:15 – 00:12:10:02
Ralph
Because that’s like.
00:12:10:04 – 00:12:12:04
John
That’s spending 50 bucks on.
00:12:12:04 – 00:12:15:28
Ralph
You’re just burning money every conversion. Right?
00:12:15:28 – 00:12:19:02
John
Dear Lord, this is this is on fire. Now.
00:12:19:05 – 00:12:31:20
Ralph
This is, this is that are actually asked about all this stuff. And I’m like, what was my I think I said, that’s not your job actually on second. So go ahead. Yeah.
00:12:31:22 – 00:12:40:05
John
So that’s what’s kind of funny is like this going down $14 when you add 100% an aspect. Good. Like I’m excited about that. But but I’m excited about it being green because it’s good.
00:12:40:09 – 00:12:45:16
Ralph
It’s 80 directionally. It’s like that gives you you’re like okay things are moving in the right direction here.
00:12:45:17 – 00:13:01:18
John
Now now I see something funny. So 85 going down to 71 benchmarked means that my top line has my end cap going down another 8%. I basically went I didn’t go from 85 down to 70. I shaved basically a dollar off of my new customers.
00:13:01:18 – 00:13:13:25
Ralph
That’s a great campaign that again, sorry. Like, I know you’re explaining it, but just go through that a little bit slower because I think bench benchmarking is one of those ones I get a lot of questions on. And this is a great example of you benchmarking.
00:13:13:26 – 00:13:16:26
John
Exactly. Yeah. So what happens here is
00:13:16:26 – 00:13:44:19
John
if inside the platform my $85 conversion goes down to $71 and my cost per conversion okay, that’s a scary, scary number. But what did my percentile of cost per new customer go down to? A went down 16.51%. Okay, my Ncac on the top line didn’t go down 16%. Why? Because meta is not 100% of our spend.
00:13:44:19 – 00:14:10:25
John
It’s a large portion of it, but it’s not 100%. So a meta goes, if meta has its own attribution, say twice as good after you take that and say, well, you’re one of three, so you being 100% better wouldn’t have a 100% increase. To my top line, you’re only 30% effective towards my top line. So you’re 100% better, which is a 16% better change equated to a impact of only half to the top line.
00:14:10:25 – 00:14:27:14
John
Because that’s not that’s all bad. Probably half are spent, and approximately is because a lot of spends on Amazon, which we are correcting. But because my main spending channel got twice as good, but that’s only half my spend, it means that my total top line got half of the benefit of the singular channel that did twice as good.
00:14:27:16 – 00:14:47:28
John
So it sounds weird, but basically when you have to, if you have two C students and one of the CS student becomes an A student, when I have an A and a C, which means your average just went from a C to a B, that’s all. This is essentially a large amount of spend. Doing twice as good is only half as effective to the top line, because the other half is out there in purgatory just doing whatever it wants to do.
00:14:48:01 – 00:15:01:28
John
We’re not doing. Yet now with this client we are getting there. But you can see that as one side like as the right leg runs faster. We’re not winning any more races. We’re just you know kind of slightly going faster but only on the right side of our body. It still needs the left side to catch up.
00:15:02:05 – 00:15:22:15
John
Right. So that means that our top line though went down 8% down to ten. Okay. So am I looking at $71 new customer or ten? Well, if it’s $10 new customer. And my my top line is a $24 and A or B, that means that by any of these approximately $24, that means it gives me a 2.4. And
00:15:22:15 – 00:15:24:00
John
we put a dollar into the machine.
00:15:24:00 – 00:15:27:13
John
We get $2.40 out of only new customers. And that
00:15:27:13 – 00:15:42:04
John
is how you actually do ad spend to the product categories, to a top line Ncac, and not while you’re selling, you know, laundry detergent for 139. That is, if we’re confused by that, we all should just pack up our shop and go home. Because we are digital marketers. We’re basically meta reps.
00:15:42:12 – 00:15:46:00
John
Not in a bad way, but better reps usually tell me that. So that’s why I’m like.
00:15:46:03 – 00:16:12:07
Ralph
You know, in the business owners self defense is I mean, he doesn’t know that. So he would look inside meta and say, what the hell is PT_EP_771_AI transcript – Google Docs doing? When in fact, like there is a method to this, this is in careless media buying. This is actually highly sophisticated media buying because you are not using one source of truth air quotes in meta as your guiding light.
00:16:12:07 – 00:16:18:24
Ralph
You’re actually using the real source of truth, which is what is your end hack inside Shopify
00:16:18:24 – 00:16:32:27
Ralph
like? And what what are you actually acquiring a customer for? But you’re using meta as a benchmark to determine what are you going in the right direction? Are you trending in the right direction? And does that correlate with the source of truth inside Shopify?
00:16:32:29 – 00:16:51:07
John
Yep. And to put the kind of like the icing on the cake is after we did that on the second. Yeah, you see that Amazon has now 20% more sales. Facebook has 140% more sales. Google ads has 14% more sales. I’m not sure what this is, but that went up by 100%. But the only one in emails made one more sale.
00:16:51:07 – 00:16:59:26
John
So here’s what’s funny is green, green green green green. Now watch this. What does this tell you about.
00:16:59:26 – 00:17:19:24
John
When you can increase your Facebook spend you can decrease your Amazon spend Facebook gets 139% better and Amazon spending basically $575 less makes 20% more sales. So do we see Amazon really moving the needle. Or is Amazon like the really good shopping cart that offers free next day shipping.
00:17:19:24 – 00:17:21:26
John
That is just kind of pissing off your Shopify.
00:17:21:28 – 00:17:42:08
Ralph
Yeah. Yeah. It’s it’s the one at the end of the line that’s saying that was me. I made that, you know, what does that make me? Canadian for? Amazon. But like, the recommendation here was, oh, yeah, the selfish child. This is like, no, no, no no no no, look at me, look at me, look at me.
00:17:42:10 – 00:18:02:19
Ralph
Thankfully, I didn’t have one of those kids. Anyway, the point is this. That the recommendation was you need to reduce your Amazon spend. Yeah, you were overspending on Amazon not getting the greatest advice from the Amazon management. And he said, well, if you really want to increase your overall media efficiency ratio, we’re just ten everything up.
00:18:02:19 – 00:18:10:07
Ralph
You don’t have to spend to get that customer on Amazon. They’re going to come naturally anyway because we’ve already made them aware of your great product over on meta.
00:18:10:21 – 00:18:33:01
John
And remember what I said, that we’ve increased our efficacy on Facebook by 100%, basically by 100% better hundred percent more ad spent and a better CPA. Well, that was offset by a fairly large, chunky platform that doesn’t do that much. So that 100% is actually only worth 8% of the top line. But if we took Amazon and dropped another two grand, you’re probably in the $9 or $8.
00:18:33:04 – 00:18:34:13
Ralph
Yeah. Good point.
00:18:34:15 – 00:18:36:25
John
And the other thing that I think that is really, really interesting.
00:18:36:27 – 00:18:37:06
Ralph
Yeah.
00:18:37:13 – 00:19:19:18
John
This is watch how disconnected the whole world is because of CPA inside the platform, simply due to the fact that PT_EP_771_AI transcript – Google Docs Moran said ad spend on a particular product is more important than anything you could ever think about in terms of moving the needle. Obviously, yes, you have to have fantastic creative and hook rates in countries, but spend on those is extremely important, and it is so much, so important that I can take an additional 25, 50, 75 one, an additional $125 in additional ad spend over the course of two weeks, and literally change the outcome of every single channel, including Amazon that is spending five grand to my little 750 or $1200.
00:19:19:21 – 00:19:28:21
John
Ad spend and moves the needle more than anything. And if I listen to the platform and CPA and Google, I would have been like the other six digital agencies that failed on this client.
00:19:28:23 – 00:19:40:19
Ralph
Done. Oh, you know what I just realized we have thank you for that. So your, headphone drop I’ve minutes left to answer like 50 questions.
00:19:40:19 – 00:19:41:24
Ralph
Let’s do this.
00:19:41:28 – 00:19:52:21
John
I do want to show the Google thing. I don’t know if we’re going to get the questions today, and I’m just going to be chock full of good information. But I do want to share something that is extremely, extremely cool that we saw this week on another client.
00:19:52:24 – 00:20:02:26
Ralph
You know, for us to like, take these questions from StreamYard, like, push them into next week’s like, hopes. So, I don’t think there is a way to do it anyway. Yeah, I got a lot of time here anyway. Show what you got to show.
00:20:02:26 – 00:20:16:05
John
So. All right, let’s let’s do this. And I’m so sorry if everyone has questions. Please, if you can bring them, next week, I think is important, but this is something that we did this exactly with is I don’t want to become the meta show. I want to obviously do better at Google, because that is important. We’re about it.
00:20:16:07 – 00:20:16:24
John
Exactly right.
00:20:16:27 – 00:20:20:02
Ralph
This. Right. So this is the last seven days.
00:20:20:04 – 00:20:21:07
John
This is a new.
00:20:21:08 – 00:20:22:16
Ralph
Creative.
00:20:22:16 – 00:20:23:10
John
Update to.
00:20:23:10 – 00:20:24:01
Ralph
Meta.
00:20:24:01 – 00:20:33:04
John
And how it impacted Google ads on either a first click or non first click new customer. Check this out. It’s insane. And
00:20:33:04 – 00:20:41:21
John
this is where people that run Google or their heads are going to spend because they’re not used to this. And now I hope I have proof and I hope right now people can see the light. Check this out.
00:20:41:25 – 00:21:00:21
John
Our spend in Google in the last seven days reduced by 20%, right? We then revamped our meta strategy with brand new creative doing two thirds video, focusing on high hook rates, yada yada yada everything that you guys have been literally beating over the head for the last three weeks. My first click new customer stayed flat 50 to 50.
00:21:00:21 – 00:21:09:00
John
It is exactly the same, right? But my new customer purchase went up 37%.
00:21:09:02 – 00:21:12:09
Ralph
Customer oh, okay. Got it. Okay.
00:21:12:11 – 00:21:25:08
John
New customer to Google. Yeah, yeah. You went up 37%. You made it actually 55% more revenue. Look at that. Your ten or your 14 grand went to 20. Jeez. Good job. Wow. How did I do that with 19% less ad spend.
00:21:25:10 – 00:21:26:15
Ralph
Well that’s because.
00:21:26:15 – 00:21:41:25
John
If you actually took the 19% less aspect and see where the first click new customers came from, that actually went down 14%. So wait wait wait wait wait whoa whoa. What happened? I spent 19% less and I make 14% less. Or did I make 55% more on both new customers?
00:21:41:28 – 00:21:44:01
Ralph
Well spent, less on Google?
00:21:44:04 – 00:21:54:00
John
Exactly. The people that came from Google are 14% less. But the people that came over from meta that Google took credit for is 55% better. Wait a minute.
00:21:54:00 – 00:21:56:14
Ralph
Look at the like the shifts.
00:21:56:18 – 00:22:16:02
John
And how much Google takes so much credit for everything else. But when you when you hack off the first click, now your ad spend and your revenue is the exact same meta though is increasing and it’s getting better. Now, how do we prove that? Well, the branded search that’s about 28% more did also get 56% more new customers.
00:22:16:08 – 00:22:36:00
John
Wow. Did they come from first click? I mean one did well, yeah. But what about my new customers that didn’t do first like it’s 2.3. So that’s a ratio of 28% more. Spend 11% more in first click which means you’re hemorrhaging cash on your. And from first click you cannot grow brand. But what about new customers just overall?
00:22:36:01 – 00:22:41:13
John
Well there you spend 28% more. I got 29% more if you count meta.
00:22:42:05 – 00:23:05:23
John
So the difference is between first click new customer and new customer. The spend descending first click went down but new customers went up. Why? Because we actually reallocated spend out of Google, pushed it into meta, revamped it, and the gain on meta has been so much better on meta and to the top line that it bled over to Google, and Google was able to reduce its spend, get 55% more new customers, but it didn’t come from there.
00:23:05:25 – 00:23:07:05
John
It’s beautiful.
00:23:08:02 – 00:23:25:25
Ralph
Oh, I love this stuff. If you’ve been watching this show for any period of time, that’s like the ultimate manifestation of what we’ve done so many times over and over again. You can’t brand name search your way to success on Google, right?
00:23:25:27 – 00:23:30:19
John
Joe Rogan just booked a call with us for next week. So great. It’s amazing. Thank you, Joe Rogan.
00:23:30:19 – 00:23:31:18
Ralph
That’s awesome.
00:23:31:27 – 00:23:39:06
Ralph
All right. Hope you enjoyed this week’s episode. Of course, all the links that we mentioned, everything that we talked about in today’s show is over at perpetual traffic.com.
00:23:39:06 – 00:23:59:11
Ralph
Inside the show notes. And of course, wherever you listen to podcasts, make sure that you leave us a rating and or review. We really appreciate that. It helps us get out to a wider audience, teach people how to do things the right way in digital marketing today, through metrics that matter and growth at scales, and bringing counterintuitive advice like today’s show.
00:23:59:11 – 00:24:20:02
Ralph
And in this three part series about why you shouldn’t be pausing your wedding ads inside meta because of the Andromeda update, which, like I said, is the biggest change that we’ve seen in ten, 12 years doing this digital marketing stuff. So on behalf of my amazing co-host Lauren E Petrillo, till next show, see you.
