PPC_Live__When_it_s_right_to_send_the_WRONG_data_to_Google__1_.pdf

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When it’s right to send Google the WRONG data Inderpaul Rai speakerdeck.com/inders @inderpaul-rai @inderpaul_rai

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Change is the only constant

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Game changing releases 2015 Customer Match #PPCLive

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Game changing releases 2015 Customer Match 2016 Right sidebar ads gone STAs deprecated ETAs launch #PPCLive

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Game changing releases 2015 Customer Match 2017 Exact Match brutalised 2016 Right sidebar ads gone STAs deprecated ETAs launch #PPCLive

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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

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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

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Control taken away With their iterative updates to Google Ads 2020 Search Terms Restricted 2017 Exact Match Killed 2021 BMM Killed #PPCLive

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Increasingly relying on AI PMax Launched RSAs Launched Keywordless Campaigns? 2018 2021 2025 With new features #PPCLive

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And how does this make us feel?

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Our jobs have changed #PPCLive

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We’ve been told that Data is the New Oil for years

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And ever since we’ve been obsessed with sending the right data

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Because increasingly that’s all that’s left for us

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“But I’m doing everything Google has told us to do and not geing results”

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Our jobs have changed PPC Teachers PPC Doctors PPC Pilots Unlevel the Playing Field: The Biggest Mindshift in PPC History - Fred Vallaeys

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Client Problem

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Focussed on growth

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Suddenly wanted eiciency

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ROAS CPC CPA

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Without cuing volume

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Option 1: Bid strategies

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Option 2: Ad Copy

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Option 3: Keyword Mix

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We did something drastic

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We edited the values of 14% of our revenue data

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The Great Hanoi Rat Massacre of 1902

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The Four Pests Campaign

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These are known as Perverse Incentives

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Let’s take a step back

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CPC and CPA inﬂation

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Unusually high value bookings led to volatility

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And this was a recurring paern

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But why?

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The client would apply premiums

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Misleading Google’s bid algorithm

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Google reacted by bidding higher

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Google was chasing high-value conversions

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RAT PROBLEM SPARROW PROBLEM OUR PROBLEM PERVERSE INCENTIVES

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Why not add bid caps?

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Capping CPCs would lose us incremental revenue

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We needed to ﬁnd a Goldilocks solution

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We wanted to test limiting Google’s sensitivity

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Without killing these bookings from occurring

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And using OCI we could artiﬁcially limit the value

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So we capped the value distribution

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Capping 95th Percentile 9% of conversions would be impacted

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Editing the values of 14% of our revenue data

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The results?

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ROAS CPC CPA

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ROAS CPC CPA -9% -13% +26%

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https://we-discover.com/case-study/outlier-value-capping-adjusting-google-ads-conversion-value/

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This strategy may not work for your business

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Always hypothesise why

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Try to identify potential perverse incentives

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Do you ever adjust pricing based on supply and demand?

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Are there any paerns in customer behaviour or conversion paths

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Do you know your business’ revenue model and key proﬁtability drivers?

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What you choose to tell and don’t tell Google is fundamental

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Advertiser Google 1PD COGS Budget CRO Feeds PMax Broad Bidding DDA RSAs #PPCLive