Why Miles likes to work for ecom clients only

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00:00all right welcome back to the PPC Mastery podcast and another solo episode with miles today I have a question from Thomas Eccel and he asked why do you prefer optimizing more for Ecom accounts than Legion accounts and what's your favorite Ecom Target metric to optimize towards so it's basically two questions in one and I will answer both of them and before I get started if you have a question for me I'm doing some q and A's on the on my solo episodes so if you have a question for me please head over to ppcmastery.com podcast or check out the show notes and then there's a link where you can submit a question so without further Ado let's look at Thomas his question so I'll start with the first part is why do you prefer to work more with Ecom accounts than Legion accounts and the second part is what's your favorite Ecom Target metric to optimize towards so the first question it's just a personal preference man when it comes to me working for Ecom accounts only there's a few things that worked out just the way they did and I will I will tell you so before I started in working at agency in 2018 like right before that I was interested in Drop Shipping I was looking for a way to make money online and I came across some Drop Shipping courses so I tried that but I didn't really make it work I I tried some things but nothing really worked out in the end so at some point my girlfriend just told me hey why don't you just go work at an agency and there was a a traineeship

01:39there so when I started to work there I was like or when I applied I thought to myself okay nice I can work on an agency get paid for a traineeship like minimum minimum pay and I can learn what I need to learn to build my own Ecom store my own Ecom brand so I was really interested in that but when I started they gave me different clients in different portfolios so I was working with an e-com store I had some Legion I had some like smaller smaller stuff a lot of different like yeah verticals that I was working in back then taxis local stuff a lot of different different brands and I was constantly telling my colleagues my mentor my managers that I wanted to work more with Ecom Brands because I I just thought that was so interesting the whole game of e-commerce marketing but it took a while like I didn't have a complete econ portfolio until like almost like one and a half to two years and that's when I had a really really really nice portfolio of Ecom clients like G-Star RAW globally but also other other stores that were big some were small some were medium sized and I learned everything around that time about Ecom and I I really loved doing marketing for them but as I did marketing for them I also realized that it's actually a really hard business model and it definitely works and I have a lot of respect for for econ business owners but the thing is here with yeah if you work in Ecom you know this margins can be really tight advertising costs are are increasing you you need to constantly balance out your inventory

03:16there's a lot of moving pieces you need a lot of personnel to work with you and like I said a lot of moving pieces and and when I discovered that I figured okay that's not what I want to do anymore but I was already invested so much in Ecom I really liked the whole industry the whole type of work basically and I love doing Google Ads for Ecom because it was so performance driven you can focus on the the conversion Cycles are relatively short yeah I just like the game that's it basically there's nothing fancy about it I just the first reason that I had to do Ecom that's that wasn't the thing anymore later on but because I was already doing Ecom so much I looked I just loved it and then I thought yeah I don't want to learn how Legion works I understand how it works I understand it perfectly well but if I want to work with Legion clients now on the same level that I can help Ecom clients and I really need to invest in my skill set in my in my in my yeah my skills basically so as you see here at PPC Mastery of course we teach everything from Ecom all the way to Legion but most of the Legion stuff comes from Bob because he's really specialized in that as well and I'm more specialized on the Ecom side so I can go through all of our own materials and and find some Legion clients but I just simply don't want to because I enjoy working in Ecom I enjoy working with those Brands I enjoy doing the type of Google Ads for those econ Brands so that's basically why man I love feed management sometimes Ecom can be a bit more difficult but also more Technical

04:53and I just like it I like how you can play with your campaign structures yeah just the whole the whole shebang that goes goes into it so hopefully that answers it it's not like rocket science it's just personal preference so I know some people that say I don't want to do Ecom because of those reasons I know people that only want to do local because they enjoy helping local businesses I know people that only want to do Legion because they are good at it I know people that only want to do corporates or Finance or whatever it is whatever works for you do more of that and then your second part of the question is what's your favorite Ecom Target metric to optimize towards so my favorite econ metric to optimize towards is the one that I decide on with my clients that we're going to steer on so that's a annoying annoyingly vague answer maybe but it is the truth like I can say yeah it's roas or media efficiency ratio or CPA but it depends on the goals that we set so when I look into Google Ads most of the cases now with the clients that I have it's just roast simple we judge the performance evaluate the performance inside of Google Ads based on the roas that we get in Google Ads and then of course there's a lot of things that we look at across campaigns attribution from third level third-party attribution tools Etc like I use Northbeam a lot but next to that that's only one piece of the story the one piece of the puzzle we also most cases look at media efficiency ratio which is basically just all of the advertising spend combined because I work with a few big brands that are doing Google Ads met everything on meta Tick Tock Reddit Snapchat the funnel becomes complicated really

06:32quickly if you do so many yeah marketing on so many advertising on so many channels and then you really need to look at the media efficiency ratio because if you don't then Google's gonna say we got a good row as Facebook is going to say we've got good row us Tick Tock is even going to say we've got good row as and then if you combine all that data then sooner or later you're gonna find out that you thought you had more Revenue against the cost you're getting and it's actually yeah it hurt one of my clients in the past because they didn't didn't know yet before I started working with them so that's why I always look at the overall performance I I personally I'm old school as well like I know some people will have really fancy dashboards and some of my clients have really nice lucr Studio dashboards but I personally like most of my clients are working in Shopify I really like logging into Shopify every morning and then just seeing okay how much revenue did we do yesterday and then looking into the spend dashboards and just getting a grip on on the the cost that we see across different channels which includes of course Google Ads but yeah I I like to have that overall overview and not just stick to the data that I see in Google Ads because I know it's over attributed I know it's inflated and and it's really important for us Google ad Specialists who also be aware for our clients about what's going on outside of Google Ads and I know that not everything is directly inside of our control but at least the the least thing that we can do is help our clients find gaps discover growth opportunities discover maybe something that's not going well that they should

08:09be aware of and I can do that personally by looking into the into the data on a holistic overall level so hopefully that answers it usually inside of Google Ads it's roas that's what my clients steer on and then outside of that we have the rows as well in for example our Northbeam but then definitely definitely look at the media efficiency ratio and sidestep that's why I love Northbeam so much because they have custom attribution models that you can say that you maybe want to devalue branded search maybe you want to devalue email marketing and then it's divided more among the steps that came before that so more like first touch attribution or whatever the attribution model is not going to go into that now but the main thing here the main point that I'm trying to make is those third-party attribution tools will really help you see what the performance really looks like across all of the different channels and don't forget to look at the overall media efficiency ratio so that's it hopefully that answers your question Thomas Thanks for submitting if you have another question listener if you have another question please go to ppcmastery.com podcast you'll find a link where you can ask a question and maybe in one of the future episodes I will go and answer your question so thank you for listening and if you're watching on YouTube thank you appreciate it and I'll see you in the next episode Peace