We're called Colby Osama Glenn. Kusagl. Welcome to Kusagl, everyone. Welcome to the show. Welcome to the show. in our weekly show, we talk about, All things TikTok and Snapchat marketing. Don't forget Facebook, the key to everything. Today, let's talk about our Black Friday Cyber Monday, What did we do on each account? Let's talk about our accounts. I'm going to pick them on the start. Colby, you're it. Let's I want to do some year over year comparisons from google here. Start on the 20th. We'll go to 27 and we'll do previous year I can talk about my little breakdown here that I've got. for Black Friday, I've been using a cool little script. I'll talk about it in a second. what do we got from Warren's perspective? ROAS down a little bit. while that sounds like it might be something to be concerned about, we can see that we've increased the budget by 65%. And we actually increased budget, More than Facebook had in this period and we're still able to come out on top For the brand from a year over year perspective. So that was super cool to see One of the things that we're touting here and we're really enjoying using right now. Of course, we're not using Pmax We are using standard shopping the reason we like standard shopping is you have much more room to actually Push budgets and not run into any sort of weird ceilings that you can't see. you also just get a better sense of cold traffic. So let's just go standard shopping setup. and then when we're looking at the ROAS by time, we can see that, getting around 450 here and that is, oh, sorry, we got 256 here and this is in app. So when we go on Northbeam, this number is actually going to be higher because Standard shopping is so terrible at being attributed through google. One of the things I want to talk about here is the flow boost labelizer script that i'm using And i'm just going to try to simplify it as much as possible So basically you install a script into your google ads account and then it will categorize Your products into Four categories might be four or five and there's under index over index near index Index and basically all that's based off of the target row as you pick. It has a look back window And basically it will look every 30 days minus the conversion leg, and then it'll start to populate items I had near index, and over index, and I was able to create a campaign based on basically the visibility and performance. My products And so the way i've set this up is knowing that my under indexed products Those are the ones that i'm selling too good. I'm going to give them a higher zero as so I started this out Basically looking at the different categories I'm sure if you had a really wide account and lots of budget you could make campaigns for all but I basically put All my better performers in one campaign The no index, which we like to refer to as those that aren't getting enough love, and then your under index, which are your under performers. Before I assigned these target ros, I basically, just took a look at it and knew that my near index, over index and index, these are my performers. So I started out and gave them a really low target roas. I gave it 50%. And I just knew that way, all the guardrails would be taken out, Google could just go all out, and from what I've been seeing, it's not only spending all of its budget, but it's continuing to, get a better ROAS than its target, and then when we look over Northeam, we're seeing that it's also delivering there, and then I just followed that same idea, no index, I picked somewhere in the in between, right now that's not what but I'll get there in a second, And then for under index, I gave it what I call a safety. So I was at within the three or 400 row as, so then you have a nice little safety blanket where you can be the most aggressive in your items that are going to perform and then have that, level of safety for those products that might not sell as well. And so the next thing that we actually been doing here, is we've been noticing something interesting within Google and do this. You have to actually log into, the Google mobile app. I'm going to the settings. try to adjust your target ROAS or TROAS, it will give you a recommendation for what that TROAS should be. And we've been adjusting that, some of us do it daily, some of us do it every three days, the more the better. I'd say during Black Friday, though, I was a little more careful during this period. But, we've just been adjusting that, and basically, it seems that Google can continually hit those TROASs. And we are also beginning to get full spend from those days. I don't know if you want to call it a hack or what you want to call it, but it's working for now. John's been posting in his socials about how he's been using the Google app that you can download on iOS and Android, then you log in the accounts and then, for argument's sake, let's just pull up one of those campaigns and see where it's got bidding TROS. Just change bit and just pick something else. I'm not anything really just go instead of target row us now let's change it to maximize clicks. Now. Each day you go in there, You won't see recommended target rollouts. You don't see that in the web. However, inside the iOS. And Android app, in each day, it might change. as part of a scaling strategy that we've been using over the last two months or so, on, and what John's been disclosing to us, we go into the app every day, And we will look at that recommendation and we'll look at the account and go, will we change it? Why don't we change it? Now, this isn't a, I haven't been doing this religiously and changing it religiously. I've been looking and doing a few modifications and looking at something going, if it's looking at a campaign saying, oh, you need to change your ROAS to 300 to 450, I'll go, no. I don't want to swallow my campaign. So I might go 300 to 320. but sometimes I might, it all depends on what I'm doing now. I kicked off in at the start of October. So we were prepping for Black Friday, Cyber Monday, and we were prepping to go right. we need to scale, we need to spend and get really aggressive moving into that Black Friday, Cyber Monday, period. But we have a certain, weekly spend and we have a certain monthly spend. that, with a combination of a few other, strategies and using this bidding, this T ROAS recommendation in the campaigns, we slowly scaled up, down, up, down, up, down. So we're using the stair step method of what I would do is you'll see a target roas. I'd go into the app, it'd say Change your target ROAS to 200. So I might change it to 200. I'd go in one or two days later, I'll say, change your ROAS to two 20. I changed it to 20. And then after two more days, it might say, no, change your target ROAS back to 130 because performance was bad. So I'd drop it back to 130, but then I'd increase the budget by 20%. And then what would happen most of the time, is performance would take off, spend would take off, and then I'd repeat. it'd be like the stair step, up, down, up, down, up, down. So every time I saw a recommendation to reduce the ROAS, I increased the budget. And that is a strategy that we've been using. there is a bit of, what's the word I'm looking for? Discretion in what you use, but the iOS app and the Android app will always show you a Yeah, let's talk about Black Friday, to a completely different strategy. it's one of the strategies we've been using leading up in the Black Friday side of Monday. we've been using it pretty aggressively Glenn said, it does come down to discretion and if it even makes sense to make the change and honestly, the time period you're in as well. for starters, if you're set to 250 and it's increase it to 900 or 1000, don't do that. And then at the same time, if you're set at 200 percent and you're going into a heavy sales period, like by Friday, Cyber Monday, that's like our original conflict, you want to spend more money at that time, right? You want to bring in more customers. So at that point, instead of increasing or holding that TOS, you want to pull back, which is what I did for one of my clients, like we were set at like a hundred percent, I pulled back to 50 because. We wanted to push those campaigns very aggressively and we don't want any limitations on them So a lot of it is changing it continuously and a lot of it is judgment calls as well. that's the caveat Don't blame us. Make sure you think seriously take it through as well The strategy that I was dealing with this client moving into the black friday cyber monday. So these are the seven days. we were doing snapshots using this same strategy, we would also break out standard shopping and with Google ads, we were at 20, 000 a week spend there, rev here about 63, 000, and this was their global. Now moving this same strategy, moving up, down, up, down, up, down, were able to move it from 19, 000, rev, spend 63, 000 up to the last Black Friday, so this is the last week, up to 37, 152. Now that's obviously Black Friday, but we've been able scale that up We've been able to, what should happen now as the performance start dropping off, we will move back down to say maybe this level, not this level, down to 19 or 10, 000. We should be able to maintain around 30 to 40, 000, 30 to, around 30, 000 a month. We might not see 100, 000. 50, 000, 100, 000 performance, but we've been able to push the performance up, train Google to get there. And now we're going to see a slight drop off, but what we'll do moving into next year is we'll do the same process. We'll keep stair stepping and moving up using the recommendations. We'll probably do a little bit more of an in depth about that, in the coming weeks. we might deep dive into an account. do a screen share of the app and show the recommendations, but that's just a strategy that we've been working on over the last six weeks. that's just one of them using the in app ROAS. We've got other strategies as well, where we're using three tier, four tier, five tier builds. Colby's mentioned the FlowBoost Labelizer, which we've actually fallen in love with. What we're hoping is we'll get Flores, who's the inventor of it on a call with us. Once we get a bit more data, we're going to drill Flores, and do a deep dive and get some recommendations from the creator of the script itself, and we'll show him the performance that we've been getting. I keep my black Friday promotions on Google. Pretty simple. Honestly, the only things I run are merchant center promotions. I don't run any YouTube promotions, I don't run any display, and I launch a brand campaign with the promotion pinned to position 2, where position 1 is essentially the brand name, some form of brand message, and position 2 is whatever the promo is, 30, 40, 50 percent off, and I actually had 2 major clients I worked with through this, I pulled where I doubled my budgets on my brand campaigns because I was trying to grab as much brand traffic as well And I saw people were bidding on me. So I did that so I spent a lot of money on brand But that's fair because black friday sabra monday and the way I did that was I increased spend and I Basically decreased the target. It was supposed to hit so if I had a revised target of 1200 on It was pulled down to 500 So there's nothing holding it back and then they did the same thing with my cold campaign where it was like 160, 170 CPA for this brand, So what I did to that campaign was I pulled the last targets back from a hundred to literally 15 because I wanted that new customer introduction Into the brand while they might buy in a different scenario, right? So what's interesting about I got the most amount of new customers from my top up funnel campaign Into this account during that time period I didn't get the most amount of revenue But the most amount of new sessions were generated from that campaign, now overall this account did 188 better than last year This is a mix of Google, Facebook, YouTube, Instagram, whatever you want to call it. Everything combines. but we did 188 percent uplift. We hit all our profitability goals and stuff like that. So that's good. The other account, they did really well too, but what's interesting here is that they only got a 3 percent boost in convert, revenue. But here's the interesting part about this is that last year we were spending an insane amount of money on Advertising, Facebook, Google, to the point where we were spending almost a million dollars a month on Google ads. And this time we only spent around I think it was like 250, 000 a month right now. It's because they were focused on profitability and we just different changes instructors internally. So what you see here is we actually had a 32 percent less online sessions, right? But we maintained the amount of orders. So Realistically the profitability for these days. It's Pretty high because we didn't spend as much as we were and we got all the traffic we wanted and the same amount of revenue. although this looks bad, it actually isn't. We held tight, we spent less money, made more money. That's all I got. remind me of a point that I probably should have made for my account too but I didn't show it in Shopify was just with some of the methods that we're talking about I also had a situation where facebook had spent significantly less And despite that happening, we still saw five percent increase from a revenue perspective And right now I want to give that credit to a mixture of standard shopping, and of course, managing your T ROASes. the script, of course, I think that's really been Maybe YouTube. A little bit of discovery. can't say I've been pressed with discovery or demand gen as of late, but I'm hoping someone comes up with a use case to release. yeah. I think moving forward in the next couple of weeks and with more performance data that we'll have under our belt, we should able come up with some pretty unique strategies for using the scripts, but also the tiers with the standard shopping that we've been setting up. I'm doing a combination of P Max and send shopping, and I'm trying to make P max be. the cold top of funnel type of situation and let PMAX scoop up more non branded keywords and branded keywords. So we don't want PMAX chasing brand. If we're going to use PMAX, we want PMAX to be more of a prospector. and it's got the, it's obviously got the black box in there, but I don't think we've got enough. Data yet to make a definitive decision and we are coming on the back of a sale period. But I think moving forward, I know I will have some interesting case studies to talk about using a combination of performance max and standard shopping together. I think overall, I know my clients were pretty happy with the performance that we've had. I think I read that globally sales were up 22%. Wow. maybe we'll get a fact checker to see if that's real. So I have another client. It's more like an international brand that I haven't shared. There's more like soap and organic soap and stuff like that. So Tuesday, Wednesday, Thursday, Friday, dead, Like people were saving money from that and immediately the day after, I think it was Saturday, all of a sudden I'm spending money again, all of a sudden like my stuff is converting again, so it's great now, but those four days were painful for this guy, for this client. keeping an eye on things for the holidays and what you're doing, I think for e comm, some companies are still running promotions. You have rose your budgets like big time for a few days and you, yeah, you should pull back. One of the things also be careful with market conditions when you're making change. Like we've had. Don't get impulsive and go around. I need to do something. I need to do something. I need to do something kind of situation just because it's a market condition, it'll recover on its own. So just leave it alone in scenarios like that. Let things turn around. Like we did with Black Friday, we knew it was a market condition where people were just holding money to spend on Black Friday, Cyber Monday. And as soon as things were past that point or beyond that point, it just recovered on its own. I don't have to go in there. Make negative keywords, launch three new campaigns or whatnot. A lot of the time it's just being patient and knowing when to make changes. That's half of your ads. The hard part should be done right now. is doing Legion B2B. Things should be slowing down. Those are just fast, right? Do some research for your clients, show them some value, say, Hey, this is what we saw in this quarter, et cetera, et cetera. I find that's a good time to do that because he might not be. Doing rigorous optimization. thank you for coming to our Ted talk. Give us a comment on whatever the heck you want us to talk about. do us a comment. Do a like, Hit that subscribe button up here. Smash that like button. Thank you gentlemen.