S3 E6: All The Google Hot Takes with Ex Googler Ben Kruger
Down To Chat
· with Ben Kruger
· May 15, 2023
· 49 min
Summary
This episode offers ecommerce operators a deep dive into Google advertising, featuring an ex-Googler's perspective on optimizing campaigns and understanding Google's evolving ad products. Learn critical insights into Performance Max, CBO vs. ABO strategies, and the nuances of GA4 to elevate your paid acquisition efforts.
Key takeaways
Performance Max offers significant automation, but requires careful feed management and audience signals for optimal performance.
Prioritize incrementality testing, including GeoLift, to accurately measure the true ROI of Google ad campaigns beyond last-click attribution.
Understand the differences between Campaign Budget Optimization (CBO) and Adset Budget Optimization (ABO) to effectively allocate ad spend and scale campaigns.
Embrace GA4 for advanced data analytics and event tracking crucial for understanding customer journeys and optimizing ad performance.
Leverage YouTube as a critical component of Google ad strategies, especially for upper-funnel awareness and driving qualified traffic.
Themes
ad platform strategyanalytics & measurementpaid acquisition
In the sixth episode of Season Three, Cody sits down with Xoogler Ben Kruger to talk all things Google. Everything from Google ads to Youtube, Geolift testing, Performance Max, CBO vs. ABO, GA4, and so much more.
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This season of the podcast is sponsored by Postscript and Tapcart. You can try Postscript for free for 30 days using this link: postscript.io. And with this link, you can get two months free with Tapcart: tapcart.com/downtochat.
Connect with the hosts and guest:
Cody: Twitter - @codyplof, Newsletter - codyplofker.com/newsletter
Eli: Twitter - @eliweisss, Newsletter - eliweisss.com
Ben: Twitter - @ben__kruger, Website- https://ben-kruger.com/
Frequently asked about this episode
What does this episode say about ad platform strategy?
Performance Max offers significant automation, but requires careful feed management and audience signals for optimal performance.
What does this episode say about analytics & measurement?
Prioritize incrementality testing, including GeoLift, to accurately measure the true ROI of Google ad campaigns beyond last-click attribution.
What does this episode say about paid acquisition?
Understand the differences between Campaign Budget Optimization (CBO) and Adset Budget Optimization (ABO) to effectively allocate ad spend and scale campaigns.
What does this episode say about ad platform strategy?
Embrace GA4 for advanced data analytics and event tracking crucial for understanding customer journeys and optimizing ad performance.
What does this episode say about ad platform strategy?
Leverage YouTube as a critical component of Google ad strategies, especially for upper-funnel awareness and driving qualified traffic.
