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Ep 60: What Most Brands Get Wrong on Google Ads
15 ideas de marketing sacadas de «Ep 60: What Most Brands Get Wrong on Google Ads», de DTC Podcast. Sobre todo de canales de adquisición, conversión y…
- 15 ideas despiezadas
- Fuente DTC Podcast
- Dura 45 min
- Publicada en 2020
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No separes campañas por dispositivo ni por tipo de match
Canales de adquisiciónSeparar campañas por dispositivo (tablet/móvil/pc) o por tipo de match (exact/phrase/broad) fracciona el presupuesto y le roba al algoritmo de Google las señales cruzadas que necesita para aprender. Consolidar todo en una sola campaña —con device bid adjustments y una buena lista de keywords— permite que el algoritmo entrene con más datos y encuentre scale. Splitear por dispositivo o match type es una práctica de…
do three different campaigns for each device tell us tell us where this came from and what this refers to yeah um i don't know since um since we started the google department at pilot house we've gotten um some new um some new clients with and or whenever we review a prospective client we always get not always but often we get um people that have the same like let's call it a generic campaign for um you know like at least let's call it a list of five different keywords and they have the same on the same campaign three times so let's call it they have one for tablet one for mobile one for pc…
Escúchalo en el minuto 30:55
Google prioriza su propia facturación: no delegues la estrategia al algoritmo
Canales de adquisiciónGoogle Ads es una plataforma que gana dinero con el anunciante, no para el anunciante. Si no defines con precisión qué tráfico quieres y cuándo, el algoritmo te mostrará el más caro y el menos rentable. La expertise del buen gestor es saber decir 'no' a las recomendaciones de Google que solo benefician a la plataforma.
thinking that google ha uh has your your best interest all the time and uh we we like to think is a bit of a [ __ ] you platform because if you go on it and you're not very specific about how you want it to google money and if you're clever enough and good enough and and google are basically the bookies
Escúchalo en el minuto 1:30
La landing page debe reproducir el keyword exacto de la búsqueda
ConversiónEl matching entre la palabra clave buscada y lo que el usuario ve al llegar es el factor más importante de la landing para Google Ads. Si alguien buscó 'gray big blanket 10x10', la landing debe mostrar ese producto, no la homepage o una categoría general. Esto es extensión del SEO: el keyword de búsqueda es el primer contenido que el usuario espera ver.
i think it's making sure that um you're being honest and uh specific in your in your targeting i mean you know google you've got the display network we've got youtube at the core of it is search and when people search um you know they can get very specific very specific if they're saying you know i want to buy uh you know a gray big blanket 10x10 um in size then you know and obviously the intent is so strong and that's where google really comes into its own versus facebook or instagram linkedin the landing page itself uh when you're running traffic from google that's different from running…
Escúchalo en el minuto 3:36
Las conversiones declaradas por plataforma suman 25-30% más de lo vendido realmente
Medición y experimentosEn cualquier cuenta que use tanto Facebook como Google Ads con sus conversiones nativas, la suma de ambas supera 25-30% las ventas reales del negocio. Esto ocurre porque hay múltiples touchpoints antes de la compra: el primer clic puede ser en Facebook, la búsqueda en Google, y la compra directa. Usar las conversiones de una sola plataforma como source of truth distorsiona completamente la visión del rendimiento…
is it is being allowed to um you know choose excuse me the platform conversions on one platform is being forced to use analytics conversions because you can't because if you took if you just took the platform um conversions from facebook and from google ads uh they're gonna add up to more than you've actually sold what kind of overlap do you think does it vary account to count or is it sort of consistent uh personally you know i've i've seen 25 30 percent over that make sense you know but it will differ you know from from uh so you're saying you need that source of truth in a lot
Escúchalo en el minuto 19:42
Entrena el algoritmo con branded search y deja que expanda a generics
Canales de adquisiciónLas búsquedas de marca (keywords de nombre de marca) entrenan el algoritmo con señales de alta intención de compra. Quien compra buscando 'JBW watches' tiene un perfil definido. Una vez que el algoritmo reconoce ese perfil, lo aplica en búsquedas genéricas del mismo nicho: muestra el anuncio al que parece un comprador de marca y se lo niega al que no. El scaling en Google es lento y secuencial: branded search →…
uh we've had clients that went from five grand a year to three hundred and fifty thousand dollars a month uh in two years and but you see that it's it's a it's a it's an airplane uh taking off it's not it's not a ski jump uh and is that because you've just got a cons you've got to carefully expand the the keywords that you're targeting essentially well carefully expand what you're targeting uh let the work that also like you know the other work that's been done in let's say youtube or or facebook other brand like you know brand awareness type platforms that can help you get to more people um…
Escúchalo en el minuto 9:39
Presupuesto alto + ROAS agresivo = cazar whales
Canales de adquisiciónEn campañas de shopping, poner un presupuesto diario muy alto ($5,000/día) combinado con un objetivo de ROAS ambicioso (800%) obliga al algoritmo a buscar no solo más conversiones sino clientes que gasten más. El sistema necesita gastar los $5,000 para cumplir el ROAS, así que busca perfiles de alto ticket. Pilothouse lo usa en clientes de joyería, blankets y artículos de precio alto con resultados de 5-9x el…
um if you set up a very high budget but you also give the algorithm a very high return on ad spend um if you actually set that up to five thousand dollars per day and eight hundred eight hundred percent objective uh and this works particularly well with higher priced items um the system tries to find not only people that are more propen to propens to buy but also people that are more proponents to spend more money on sites so that strategy we've used it with um our jewelry client we've used it with the blanket client and uh we started using with like even uh lower average value uh clients…
Escúchalo en el minuto 25:25
Usa analytics para crear audiencias de tráfico cross-platform
Canales de adquisiciónSe pueden crear segmentos en Google Analytics por fuente de tráfico (Facebook ads, orgánico, referral) y usarlos para retargeting en Google Ads, YouTube o display. Esto es el equivalente en Google de lo que en Facebook se hace con el GCLID (Google Click ID): conectar el comportamiento post-click entre plataformas para cruzar audiencias y cerrar el loop de attribution.
back in same thing the richard and i have a have history so we both started working with uh facebook audiences in 2016. so pretty much what you what you do is you we use analytics a lot um a lot of uh scm people don't don't use analytics i don't know why but at bible house and our method we try to use analytics as much as possible and you can create segments right in analytics you can create segments of traffic coming from different places just like the facebook guys use the gc uh gclead id uh stuff on facebook we can do the same thing using analytics uh grabbing all traffic coming from…
Escúchalo en el minuto 16:03
Segmentar audiencias de remarketing por comportamiento en la web
Canales de adquisiciónEl remarketing en display network funciona cuando se segmenta profundamente usando Google Analytics + Google Ads audiences: páginas vistas, tiempo en site, páginas por sesión, páginas de checkout, carritos abandonados. Combinar factores (5+ páginas visitadas + 60+ segundos + pages por sesión > 3) genera segmentos de alta intención a los que se les muestra un mensaje específico. Esta segmentación granular es la que…
i mean retargeting isn't what it was on google you know absolutely not before facebook came along you know retargeting was like the best thing you could ever do you know get your retargeting uh audiences set up get your get your ads in there and you were guaranteed to probably see five six seven percent conversion rates maybe even higher on the right uh on the right client um but facebook came along and suddenly people are spending all their time on facebook you know they're not spending all their time on you know on sites that make up a google display network they're in and out of the…
Escúchalo en el minuto 21:57
Prospecting frío en display: custom intent audiences superan a las audiencias de Google
Canales de adquisiciónPara prospecting nuevo (no remarketing), las custom intent audiences basadas en URLs de competitors, sitios de nicho y recursos del sector superan a las audiencias predefinidas de Google porque capturan intención real. La red de display cubre el 98% de la web y puede generar hasta el 40% de los ingresos de un cliente cuando funciona. No testarla es 'borderline foolish'.
would be uh mistakes that people do not testing cool prospecting on the google display network like we talked about so retargeting super commonplace on google display but people often don't really test cold prospecting so targeting an audience that's never heard of your brand uh it's difficult to do for sure we've tried it on with tons of different clients and we've seen a little bit of success but on the clients that we do see success with sometimes it can drive up to 40 of the revenue which is pretty big um especially when you consider the reach of the display network it's 98 of the world…
Escúchalo en el minuto 29:27
Max Conversions es una estrategia de presupuesto, no de ROAS
Canales de adquisiciónMax Conversions está diseñada para gastar todo el presupuesto diario buscando el mayor número de conversiones posible, no para optimizar el retorno sobre gasto. A diferencia de Target CPA o Target ROAS, no hay约束 de rentabilidad: puede generar muchas conversiones baratas o pocas muy caras. Solo es adecuada como estrategia inicial de aprendizaje; una vez que una campaña funciona bien en Target CPA, nunca se vuelve a…
great tip but that but that actually brings me to to um to one of my tips and and that's in a very similar vein is that there's another conversion strategy out there called max conversions and the uninitiated would look at that and go ah absolutely i want to maximize conversions but it's actually a budget strategy so the first thing that it will do is it will spend your daily budget as much as it possibly can it'll spend your daily budget and then it'll try and get you some the conversions that it can get um with while it's spending that daily budget so as opposed to target roast which is…
Escúchalo en el minuto 28:00
Smart Campaigns para negocios locales de servicios reducen CPC 50-70%
Canales de adquisiciónPara negocios locales de servicios (abogados, plomeros), Smart Campaigns a nivel local reducen el CPC 50-70% frente a la red normal. Google favorece a estos anunciantes porque son 'dream advertisers' para la plataforma. Es un caso donde la automatización de Google beneficia al anunciante, a diferencia de lo que ocurre en ecommerce.
smart campaigns uh it's not by a lot of agencies because they feel done um actually work very well to lower costs for service uh customers so lawyers i'll tell you right now like lawyers and plumbers for example are some of the most expensive clicks you can have in the industry why i don't know but they like they're up there with software like b2b software lawyers and mesothelonia walmart it's just insane how expensive it can be uh and we found through just trial and error that smart campaigns at a local level for [Music] these type of advertisers can actually save 50 60 70 in cost per clicks…
Escúchalo en el minuto 42:48
Branded keywords cuestan una fracción de los genéricos
Canales de adquisiciónEn el ejemplo de JBW watches, los keywords de marca cuestan mucho menos que 'men's diamond watch' o 'watches' porque hay 1-2 competidores biddeando en el brand term versus decenas en los genéricos. Menos competencia en el auction = CPC más bajo + mayor ROAS.
it's because usually the keyword costs for branded keywords are so much lower than anything else we run in the account so if you go back to the jbw example those keywords typically cost a fraction of what something like men's diamond watch or watches in general would cost because there's so many other competitors bidding on them whereas for the jbw keyword it's only jbw and then maybe one or two competitors actually bidding on that keyword and lowering the price in the auction
Escúchalo en el minuto 15:08
Canales de adquisiciónHace unos meses Google dejó de mostrar el 100% de los search terms a los anunciantes 'por razones de privacidad'. Esto elimina uno de los principales selling points de la plataforma y hace que la gestión basada en search terms sea cada vez más ciega. La respuesta estratégica es invertir más en audiencias propias (propias y similares) y en AI-driven targeting como Dynamic Search Ads, que Google está mejorando…
i don't know if you noticed but a couple of months ago the google announced that they're now not going to show you 100 of the search terms um from from your ads i mean that was the big that was the big selling point of ads for many years was that yeah you're getting all of that data well a couple of months ago the let's know we're not we're not going to show you that data for privacy reasons um so that's so that's that's huge so what that's going to mean is is making sure that um you know our use i think our use of audiences um is is going to be is going to be crucial and i think leveraging…
Escúchalo en el minuto 41:05
El scaling en Google es un avión despegando, no un cohete: sistemática y paciencia
Canales de adquisiciónEl scaling en Google Ads requiere un enfoque paciente y secuencial. Un cliente de Pilothouse pasó de $5K/año a $350K/mes en dos años. A diferencia de Facebook, donde encuentras un pocket y quemas el audience, en Google necesitas expandir keywords gradualmente, dejar que el branded search entrene el algoritmo y solo entonces ir a generics. Quien busca el rocket ship de Facebook en Google se frustra.
that's the one the one limiting factor of facebook is you're not manufacturing demand for things in the same way as you are on an interruptive platform like facebook so google is yeah more intent based less so so is that one of the ways that you that you can actually really drive scale with google ads by training that algorithm to to find the right people in the right spots you can you can find like and we always tell this to to people that first come with us like we will find them scale it won't be as like on facebook once you find a pocket you burn through it right you go for it and you…
Escúchalo en el minuto 8:57
Facebook necesita creatividad para compensar la falta de intent; Google necesita paciencia y datos
Canales de adquisiciónLa diferencia fundamental entre compradores de Facebook y Google es que los primeros confían en el algoritmo de Facebook para entregar el mensaje correcto, así que se enfocan en creatividad y medios. Los de Google no confían tanto en el algoritmo y se enfocan en datos y estructura. Facebook interrumpe (el usuario no pidió ver tu anuncio); Google agrega demanda existente. Las skills son complementarias y se necesitan…
well i did say on the notes there that we do say yo less yo we do say yo a lot yeah that's true um what else richard because you have the best words i mean i think i think honestly the main difference is that the facebook guys and girls are more focused on media and creatives because they trust they trust the facebook algorithm to work um whereas we don't trust the google algorithm to work uh so we're very focused on data and obviously the search platform you know by its very nature isn't um doesn't do a whole lot of creative um so we're not as creative focus whereas i think the facebook guys…
Escúchalo en el minuto 38:45
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