Marketero · Entrevistas
How George Built a 6 Figure eCom Agency by 21
24 ideas de marketing sacadas de «How George Built a 6 Figure eCom Agency by 21», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de…
- 24 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 37 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 24 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 24 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Evitar campañas de Demand Gen en cuentas nuevas sin historial previo de conversiones
Canales de adquisiciónNo lances campañas de Demand Gen en cuentas de Google Ads recién creadas porque dependen estrictamente de Smart Bidding; es necesario rodar primero campañas manuales de Search y Shopping durante al menos 30 días para acumular datos de conversión antes de activarlas.
absolutely now obviously if an account is new if you don't have data I would not recommend demand genen it relies extremely heavily on Smart bidding and so if you have a new Google ads account 100% stick with your manual search and shopping campaigns gather data warm up your conversion actions um because you know demand gen bids for conversions or conversion value similar to pmax and if you do not have data um within your account then how can it bid for conversions or conversion value it the campaign literally doesn't understand what that what that is for you it doesn't know who your customer…
Escúchalo en el minuto 29:26
Estructura de Google Ads de embudo completo para escalar más allá del volumen de búsqueda
Canales de adquisiciónCuando una marca satura el volumen de búsqueda por palabras clave, debe escalar en Google Ads adoptando una estrategia de embudo completo: usar Demand Gen (YouTube Shorts y anuncios Discovery) en la parte alta con segmentación por intereses/afinidad, Performance Max sin marca y Standard Shopping en la parte media, y búsqueda/shopping de marca y remarketing en la parte baja.
I'm a big proponent of a full funnel owners that goads is really just for the funnel branded traffic right um you know what it does but it does so much more now have all of these in market segments and Affinity segments that you can Target within your campaigns and that is sure to to Really push hard on uh YouTube shorts ads for example um you Discovery ads running actual Statics through uh through demand gem which struggling to scale that's often because they may have actually maxed out a lot switching but um but adding interest targeting and interest based campaigns strategy we've got sort…
Escúchalo en el minuto 22:05
Canales de adquisiciónPara maximizar la rentabilidad en Google Ads, mantén Search y Shopping dedicados a capturar la demanda de fondo de embudo, mientras configuras Performance Max aplicando exclusiones de marca y limitando las pujas exclusivamente a la adquisición de clientes nuevos.
from there when we're engaging things like performance backs doing things like we we're we're adding not only adding the brand exclusions but only bidding for new customers so we're keeping our bottom of the funnel on search and shopping then we add in performance Max
Escúchalo en el minuto 25:04
Canales de adquisiciónPara maximizar la rentabilidad en Google Ads, mantén Search y Shopping dedicados a capturar la demanda de fondo de embudo, mientras configuras Performance Max aplicando exclusiones de marca y limitando las pujas exclusivamente a la adquisición de clientes nuevos.
from there when we're engaging things like performance backs doing things like we we're we're adding not only adding the brand exclusions but only bidding for new customers so we're keeping our bottom of the funnel on search and shopping then we add in performance Max
Escúchalo en el minuto 25:04
Medición de paid media mediante impacto global en ingresos (MER) frente a ROAS atribuido
Medición y experimentosLas campañas de prospección y video (como Demand Gen) sufren graves problemas de atribución directa dentro de la plataforma y generan un efecto halo que reduce CPAs en otros canales o aumenta búsquedas de marca; por ello, la rentabilidad real de la inversión debe medirse analizando si los incrementos porcentuales de gasto publicitario se traducen en crecimiento proporcional de la facturación global del negocio…
by the way there's huge issues with attribution right it's impossible to in many cases see how well the campaign is performing because if someone sees your ad on YouTube considers it for a couple of days and then converts through a non-branded search campaign or converts through a branded search campaign your demand gen isn't getting that credit and so what we notice actually is that brand owners will look at the demand campaign and be like oh the ra isn't there it's awful but you know CPAs have dropped in all of the other campaigns so it's really make sure you're considering business-wide…
Escúchalo en el minuto 33:13
Estructuración de campañas Demand Gen por tipo de creativo y formato vertical
Canales de adquisiciónPara maximizar el Ad Rank y rendimiento en campañas Demand Gen de Google Ads, separa los grupos de anuncios por tipo de contenido (videos ganadores en un grupo e imágenes en otro), asegura que el texto del anuncio coincida estrechamente con la temática visual y aprovecha la segmentación específica en YouTube Shorts reutilizando contenido vertical de Meta o TikTok.
really within the campaign itself separating ad groups uh in terms of creative so we'll have you know an ad group with the brands winning video content we'll then have a separate ad group with image content and sort of within the ad groups have uh sort of themed uh ads so where we have you know a specific theme of ad um with ad copy that matches the creative as closely as possible so that there's highest expected CTR all those things that's actually going to end up boosting is the exact placement that the videos show up on so if you're running videos you can actually specify does the video…
Escúchalo en el minuto 30:18
Respaldar los anuncios de pago con contenido para validar autoridad en servicios
Estrategia de contenidosEn negocios de servicios, las campañas de publicidad pagada deben complementarse con creación de contenido constante; cualquier empresa puede afirmar en un anuncio que es la mejor, pero el contenido visible es lo que realmente demuestra experiencia y genera credibilidad.
wrap that up I would say post content do it it's so useful and it really gets across your uh experience and your Authority um and it really just helps you go about it the other thing I say there to you is with content marketing I'm 100% a believer in it because any paid ad campaign especially if you're on a service based business where you're providing a service for people if you're not following that up with paid ads because everyone can say where where the number one where the number one agency where the number one Google ads marketer whether whatever they want to say if people can't see it…
Escúchalo en el minuto 15:05
Estrategia y decisiones de negocioEl progreso y las victorias operativas deben medirse en función del volumen de acciones ejecutadas (inputs bajo control directo, como correos de prospección o publicaciones) y no en los resultados inmediatos (outputs), que dependen de factores externos. Para definir los inputs adecuados, se deben modelar las rutinas y acciones de referentes o agencias que ya tienen éxito demostrado.
linked uh number three is just defining your inputs okay so it's impossible um to succeed if you don't know how to succeed right it's impossible to win if you don't know how to win so what you have to do um is you have to Define okay you know if I want to get 10 clients by the end of the year what actions do I have to do to achieve that and then it's about basing your wins for the day and your wins for the week and the month on the inputs and not the outputs because the outputs are out of your control it's just about did you do the input so did you send I don't know a thousand called emails…
Escúchalo en el minuto 8:55
Estrategia y decisiones de negocioEl progreso y las victorias operativas deben medirse en función del volumen de acciones ejecutadas (inputs bajo control directo, como correos de prospección o publicaciones) y no en los resultados inmediatos (outputs), que dependen de factores externos. Para definir los inputs adecuados, se deben modelar las rutinas y acciones de referentes o agencias que ya tienen éxito demostrado.
linked uh number three is just defining your inputs okay so it's impossible um to succeed if you don't know how to succeed right it's impossible to win if you don't know how to win so what you have to do um is you have to Define okay you know if I want to get 10 clients by the end of the year what actions do I have to do to achieve that and then it's about basing your wins for the day and your wins for the week and the month on the inputs and not the outputs because the outputs are out of your control it's just about did you do the input so did you send I don't know a thousand called emails…
Escúchalo en el minuto 8:55
Diagnóstico de cuellos de botella en agencias y servicios
Estrategia y decisiones de negocioUn negocio de servicios o agencia opera sobre tres pilares esenciales: captación de leads (marketing), cierre de ventas y entrega de resultados con retención (fulfillment). Para resolver estancamientos sin sesgo emocional, se debe diagnosticar cuál de estos tres componentes es el cuello de botella actual, asumiendo que al solucionar uno, el cuello de botella se desplazará naturalmente al siguiente conforme el…
mean by this is an agency or freelancing business is really just growth and fulfillment right you have to do your marketing once you've done your marketing you have to do your sales right someone gets on a call you proposal or give it a pitch and then once they've come on board um you have to deliver to them okay and if you can do those things then your agency is if you can just get those key pieces that reason really if your freelance business or agency business isn't working it's because you're not getting enough leads right so those are people that are interested in your service you're not…
Escúchalo en el minuto 5:35
Comprometerse a un horizonte de tres años al aprender una habilidad o iniciar un negocio
Estrategia y decisiones de negocioAl iniciar un negocio de servicios o desarrollar una nueva habilidad técnica, conviene plantear un horizonte temporal de al menos tres años en lugar de tres meses; mantener el enfoque prolongado en una sola disciplina asegura la adquisición de un conjunto valioso de habilidades independientemente del éxito del proyecto.
watching if you're on the fence of starting a business starting a freelancing business maybe going with later if you can give yourself enough time if you can give yourself you know don't say three months say three years and you really stick to to one thing you will be thankful you've done it because whether it succeeds not you'll develop an array of skills that you wouldn't have developed if you didn't do it so
Escúchalo en el minuto 36:08
Estrategia y decisiones de negocioDominar una habilidad técnica (como comprar tráfico) no es lo que hace crecer un negocio; escalar una agencia requiere apartarse de la ejecución técnica para enfocarse en marketing, ventas, contratación y operaciones.
would say just getting out the way of myself sooner and what I mean by that is yeah just doing what you're really good in the world I'm just not what I am good at is is growing an agency and growing a business and and operating a business and so it was basically as soon as I got out of my way and I started hiring people and I I made that actual transition from freelancer to agency think if I had my time again I would get out of my way sooner I would hire sooner and transition from you know being in the business to then working on the entrepreneurship isn't fulfillment right thing you'll…
Escúchalo en el minuto 16:29
Canales de adquisiciónEn campañas de video o formatos de descubrimiento, optimizar hacia microconversiones de alto valor futuro (como registros a la lista de correo o descargas de la app) reduce costes de adquisición frente a buscar la compra directa y protege el margen durante periodos de CPCs inflados como BFCM.
two years and our video campaign um strategy didn't actually end in sales it ended in app downloads because that was the big driver for the business because we knew once we got them in their app they'll regular buys super high lifetime value so that's what we p we want that to be but the main connection Point can just be let's get them involved in our brand so whether on our email database on our app because strategy we run during bfcm because obviously ads get cpcs get extremely expensive uh some Brands will actually will focus on driving traffic to an email signup uh and we're looking at…
Escúchalo en el minuto 27:12
El error de pausar el marketing durante la entrega del servicio
Canales de adquisiciónDetener las actividades de captación y marketing al conseguir clientes para enfocarse exclusivamente en la entrega operativa corta el flujo de nuevos leads y paraliza el crecimiento semanas después.
simple I see a lot of agency owners and Freelancers they start to sign a couple clients and then they stop all of their marketing and they they're like oh I need to you know just fulfill on the clients and deliver on the clients and then you know all the marketing stops and so then the leads stop coming in and then you know a month or two down the line when they want to grow again they're like oh you know what's what's happened it's just because you were doing something that was working and then you stopped doing it it's really
Escúchalo en el minuto 10:02
Estrategia y decisiones de negocioPara escalar la facturación de un negocio de servicios, el fundador debe proteger su calendario dedicando el 80% de su tiempo a tareas directas de atracción y generación de ingresos, delegando la entrega y la administración a un equipo.
it's like if you want to change your if you want to change your your life you need to change your calendar and it's so I did a I did a take on my business and went how do we get clients and how do we earn money yeah and I just want 80% of my week is focused on that then I brought in other people to look after the other important tasks and it's really defining what brings money what's important and you're really going keeping you you focused on what's bu building the income and which for me became content creation and that's why we do 80% of our week is on content
Escúchalo en el minuto 11:42
Estrategia de contenidosPublicar contenido técnico sobre el trabajo real en el día a día permite a profesionales jóvenes o emergentes ganar credibilidad frente a competidores establecidos, transmitiendo que dominan la operativa actual de forma directa.
it's on a different platform it really was content marketing and I got my first few clients and pretty much I would say 90% of my clients to date through platforms like Twitter and Linkedin we proponent of of posting content if you are a business owner that allowed me to succeed maybe a young age because the business owners were able to see maybe like oh yeah this guy's a little bit younger sure I could go with this maybe more established agency but you know he clearly knows what he's talking about he's clearly in the trenches with this and I can see that his knowledge is there through what…
Escúchalo en el minuto 13:36
Estrategia y decisiones de negocioPara escalar una agencia sin perder calidad en la entrega, el fundador debe pasar de ejecutar el servicio a liderar personas: establecer reuniones individuales semanales (1:1) y llamadas grupales frecuentes para prevenir el agotamiento, alinear incentivos y dar autonomía al equipo.
don't improve the service quality by you actually improve the service quality by being a really good leader because it's not you delivering the service when culture right the way I maintain service maintaining an amazing culture in my business and so I'm having at the moment weekly oneto ones with my team as we go need to make sure they're not feeling overwhelmed I need to make sure they're make sure that they're happy they're top of that we're still having two team really stay out of their way and just help them you know just help them be
Escúchalo en el minuto 20:16
Estrategia y decisiones de negocioPara escalar una agencia sin perder calidad en la entrega, el fundador debe pasar de ejecutar el servicio a liderar personas: establecer reuniones individuales semanales (1:1) y llamadas grupales frecuentes para prevenir el agotamiento, alinear incentivos y dar autonomía al equipo.
don't improve the service quality by you actually improve the service quality by being a really good leader because it's not you delivering the service when culture right the way I maintain service maintaining an amazing culture in my business and so I'm having at the moment weekly oneto ones with my team as we go need to make sure they're not feeling overwhelmed I need to make sure they're make sure that they're happy they're top of that we're still having two team really stay out of their way and just help them you know just help them be
Escúchalo en el minuto 20:16
Configuración de audiencias y puja en Demand Gen como canal de prospección
Canales de adquisiciónAl operar Demand Gen como canal de prospección (top of funnel), evita incluir listas de remarketing y utiliza solo temas de búsqueda relevantes y audiencias in-market como datos semilla; para escalar eficientemente, la estrategia de puja 'Maximizar conversiones' suele funcionar mejor que imponer límites rígidos de tCPA.
moment we're seeing probably most success with um conversions um we've tried tcpa we've tried max conversion value at the moment we find that Max conversions works the best uh in just terms of scaling and not adding a cap to audience signals just remembering to keep it cold so don't add in really remarketing this isn't a remarketing campaign for us the way we use it as top of funnel so adding in a couple of Highly relevant search themes uh and in Market audiences and obviously understanding that that's a seed audience and Google's going to go beyond
Escúchalo en el minuto 31:24
La transición de Google Ads hacia nuevos formatos de campaña penaliza a las marcas estancadas en el modelo tradicional
Canales de adquisiciónGoogle Ads está superando el enfoque transaccional clásico basado puramente en 'palabra clave y compra directa'; las marcas que no adopten los nuevos tipos de campañas automatizadas y adaptadas a los cambios en el buscador quedarán rápidamente rezagadas.
back to Google for so long has been mentioned before Google was for so was just keyword ad did they buy did they not buy and it's really is changing to campaigns are going to be here to stay and with the changes that's going to come into Google search down the line the way that the user sees go Google search interacts with their search history brands that are not using these new types of campaigns are going to fall
Escúchalo en el minuto 35:21
Las campañas de captación en la parte alta del embudo no ofrecen ROI inmediato
Canales de adquisiciónAumentar el presupuesto en campañas de adquisición o de parte alta del embudo (top of the funnel) en Google Ads no genera incrementos de retorno inmediatos en plazos de una semana; medir la captación con la misma expectativa de inmediatez que la conversión directa resulta contraproducente.
because I think a lot of people they want to see the success in the Google ads campaign they want to up the budgets and then a week later they want to see boom better AR rise but it does it's so hard to do that at the top of the funnel
Escúchalo en el minuto 35:10
Marca y posicionamientoAl enfrentarse a competidores con presupuestos masivos, no se debe intentar ganar la guerra global de dominio de mercado, sino identificar y ganar pequeñas batallas concretas donde las debilidades del gigante se conviertan en ventajas para el negocio pequeño.
which was a vill resort in barley we're going up against Brands like you know the Marriott the Sheron Hilton all the big Brands and we a joke that we don't have the budget to that would afford for their coffee budget you know our whole monthly budget would cover a coffee it's too many business owners get attracted and they want to win the they want to win the whole War the one become the most dominant thing it's more looking at what are those small little battles that you can go off and that you can win so you're basically going as you said every strength is a weakness and every weakness is a…
Escúchalo en el minuto 15:21
Estrategia y decisiones de negocioA medida que una empresa de servicios escala y aumenta su facturación, la carga de estrés se multiplica; para no frenar el crecimiento ante deserciones de clientes o contrataciones fallidas, es fundamental despersonalizar los problemas, aceptarlos como circunstancias fuera de control y extraer lecciones objetivas de cada fallo.
it's just getting used to stress have to really get used to stress and I found is the more money you make the more stress you take on okay and I truly now it's probably about six times more also understanding that things aren't aren't really good or bad they just sort of are right so sometimes you're going things are just outside of your control and so you know if you kind of really take that personally and you know you to really hold you back but if you just sort of understand that yeah it's a it's a learning process and you try and looking look for the lesson in just sort of said well at…
Escúchalo en el minuto 2:28
Escalado de agencia de Google Ads a 70.000 $/mes y más de 30 clientes en dos años
Medición y experimentosEspecializarse en gestión de Google y YouTube Ads para marcas de e-commerce que facturan entre 1 y 5 millones anuales permitió escalar una agencia desde 2 clientes hasta más de 30 clientes y 70.000 dólares mensuales en honorarios de gestión en aproximadamente dos años.
that is up you're up at now about 7 70,000 in management fees for the month so my agency serves e-commerce Brands doing about 1 to five million a year we specialize in Google YouTube ads and I'm where you're now getting 70,000 a month ago you had two clients now I believe you got 30 plus clients so just talk us
Escúchalo en el minuto 0:28
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.