Hi everybody, Regina here with Starter PPC. Today, we're going to talk about the longstanding debate of whether to have a dedicated remarketing campaign or whether to just let PMAX handle it. so here at Starter PPC, since we're often working with very limited budgets, right? We only work with clients that have 5, 000 or less. So we're working with small businesses oftentimes we are not launching with a full PMAX campaign. if this is usually e commerce, right? We don't run PMAX usually with lead gen. So for launching an account. unless they're commerce and unless they have a long history with a PMAX campaign that's already existing and already proving to perform, we'll usually just start with a PMAX shopping only, feed only, whatever you want to call it. And what this means is that we try to get PMAX to work like a smart shopping campaign, so it really only has the product feed, it really only has the product image, the product title and it can't do much more than just shopping ads. Or display remarketing. Using the shopping ads, right? So it can follow people around the internet, which with the pictures of the product and the product titles, but it doesn't really have any other assets. Everyone's in a blue moon. Google will just make up their own assets. That's a whole nother thing, but we try to just restrict it in the beginning. And then we'll switch to full P max later on. Once there's a lot, a large body of data, because full P max doesn't seem to work very well for small businesses. usually when clients come to us we ask them please give us some videos, right? Because videos are gold. You've heard me say this a million times in my other videos in my videos, talking about videos are gold. So we try to get videos from clients. More often than not, clients have at least a video that we can use as an ad, at least one. We would like 20, but we get one usually or a handful and we will set up a dedicated YouTube remarketing campaign. This is also the case if we get good lifestyle images, right? If our clients have some images with human beings with faces and smiles, holding the product up to the camera. If you're lead gen, obviously there's no products to hold up, but if you're lead gen, oftentimes you're selling yourself. Your services that you offer. And so you need to build trust. Videos, lifestyle images are even more important for these types of businesses, right? So what we'll do is we will set up a dedicated remarketing campaign, one for video, one for display. Let me show you what that looks like. Here, for example, is YouTube remarketing, YT remarketing. So this is dedicated. oftentimes what we'll do in the beginning. And you can see here, it doesn't use that much money, you guys. It's totally worth setting up. It just needs 2 a day. And here you can see the average impression frequency per user. So every user is seeing at least one of the videos in this campaign six times every 30 days. you can do this very cheaply because cost per view, which I don't even have pulled up is usually very low on videos on images. It's cheap to show these things to people. And also the audience size is very small, right? It's not like a body of a million people that are in the market because it's not outbound. It's not like you can just tap into a body of market. These are like earned users who have been to your site in the past. What is it? Six. I'm losing track. It's either six months or a year that you can make your remarketing list and you always want to make your remarketing list as big as you possibly can. Because why not? These are warm users. It's very cheap to show them videos and images of your product and you can always just remove them from this campaign when they convert. So you can add two audiences, one that's targeting. Those are the website users and one that's excluding, right? And those are the website converters. very cheap to run this. If we're running a full PMAX campaign, meaning performance max campaign that has all the assets. So the product feed, but also ad copy, also lifestyle images, also video, that campaign, it's probably going to spend as much money as it possibly can. On remarketing, because that's just what PMAX does, right? It brings in the ROAS. So it's going to go after the warm traffic and the warm traffic is the website visitors. So you have to keep that in mind. if you want to lean into remarketing, then I would suggest set up full PMAX and give it your lifestyle images and your video assets. And then you have a tough decision to make, I'm talking six months in when you have a large body of data and there's a well established campaign where Google has lots of patterns to identify who converts and how and when and where. Now you have a decision to make. Are you going to keep running your dedicated remarketing campaigns or are you just going to let PMAX handle it? There's no right or wrong answer here, you guys. It's just two dollars a day, so I often lean towards just leaving it on. My thought process there is I like the full control, right? I want to see that everyone's seeing the videos six times a month, and I don't trust PMAX to do that correctly. PMAX claims that it goes after cold audiences, although that hasn't been our experience. So if it's doing what it says it's going to do, it could be just showing the images to people one, the videos to people one time a month. That wouldn't be okay with me, right? So I like the full control. I also believe in the power of remarketing, even though you often don't see a high return on these campaigns. I believe that they act like billboards, and even though it's very hard to track how effective it is you can play around with it, right? Turn it off. See if your overall marketing efficiency ratio goes down for your business. Put it back on, see if it goes up. that's hard to tell, but if your videos are good and you have the 2 a day. I do like to leave it running, even though we might have a full PMAX campaign that also has those same assets, but it's also trying to compete with our video remarketing campaign or display remarketing. Some people don't share this philosophy with me. And I think that's because when you start to work with bigger clients, oftentimes what happens is especially e commerce clients that do B2C product based stuff they'll be running, Facebook ads. And Facebook is really good at getting cheap clicks and sending a bunch of people to your site. So you have a large body of website visitors and the amount of traffic there goes up. my fear in this case would be that PMAX is going to spend all its money on remarketing or too much of its money on remarketing. So I will purposefully put a dedicated remarketing and display remarketing campaign here with just a few dollars in the hopes that it competes with PMAX and gobbles up some of that remarketing traffic, thereby freeing. The PMAX campaign up to do what it does best, which is cold prospecting, which it won't do much of, but you're always trying to get it to do more of. So in that case, I do like to have it running. However, some people just want to see the ROAS, right? Some people just want to see it. And PMAX is really good at getting that ROAS you guys. So when you're in a bigger space, let's say you're spending 50, 000 a month. That would be a case where you might just be like, ah, Screw this YouTube remarketing campaign. Let's just simplify things. Let's turn it off. Let's lean into PMAX. PMAX is a huge, large body of data, and PMAX does a better job when you're working with bigger budgets. On average, not always. This is not a hard rule of thumb. But in that case, you might just want to lean into PMAX and not worry about the dedicated remarketing campaigns. These are all my thoughts. Oh, another thing to consider is how important remarketing is to you, right? How much money do you want to dedicate to remarketing? For this, I try to think about how long the sales cycle is. Okay. This is one good way to figure out how long your sales cycle is. If you pull up the conversions column, not conversions by time, but just conversions, and you go down to the account row, you can hover over the number here and there's a pop up that shows up and it says, It takes up to three days after an impression for most of your conversion data to be reported. So now you know, okay, my, sales cycle in Google ads on average is three days. If I move over to this account, for example, there's a notice is five days. And that makes sense. They're both B2C e commerce product based businesses. But the average order value in this account is probably three times as much as the other account because they're selling like very fancy very soft throws, like for your bed or your couch blankets that cost, over a hundred dollars, that type of thing. Yeah, so five days here for some lead gen businesses, like I was saying. Lead gen Marie marketing can be even more important you guys because oftentimes you're selling services, right? So people have lots of questions about what you offer they have to See you multiple times to build that trust and decide I want to work with that person They are answering all my questions So video remarketing so important in lead gen service based businesses For those types of businesses the sales cycle tends to be weeks if not months how long does it take for an intern to research which B2B service to, hire, make a list for the boss, bring it to the boss. The boss brings it to the boss's boss. They decide on one, get the credit card, come back. You know what I mean? That can take weeks. for these types of businesses that have a longer sales cycle, you might decide, okay. Remarketing for us in particular is very important because we have to educate people. We have to build their trust. So we're going to really lean into that. And we don't mind if people see our videos eight, nine, 10 times on average per month. And we have it in the PMAX campaign. Again, we don't really do PMAX with lead gen. So this is just e commerce. We would have it in both places. So if you really believe in the power of remarketing for your business, despite the fact that tracking doesn't work well for those businesses, and you might never know how effective it is unless you just turn it off and on and experiment with it a little bit. Then that's the way to go. Also how many videos you have this eight times a month is not for one video. It's for all the videos in this campaign. So if you have two videos versus if you have 20 videos, you can afford more or less views, right? Because people are going to get exhausted by two videos. You might only want four views on average per month. But if you have 20 really good videos, you could scoot that way up there, right? 20 times a month. I don't know. How many times could you be cycled through those videos and not get sick of it? Just make sure if you're running remarketing campaigns, there's this neat little trick where you can cap the views. So you go into the settings and if it ever loads, then you click on additional settings. And you can see here frequency capping, right? So this is going to let you restrict how much money is spent in that campaign, which is nice. Cause you can very easily overspend in a remarketing campaign. And then you check the frequency and it's like a hundred times a month. And you're like, Oh, I could have used that money elsewhere. I could have used it on cold prospecting instead of just annoyed my warm audience. All right those are my thoughts on remarketing. you liked this video, don't forget to hit and subscribe. Thanks.