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How Google Ads Are Ripping You Off & How to Scale In Spite of It | Perpetual Traffic EP 602
19 ideas de marketing sacadas de «How Google Ads Are Ripping You Off & How to Scale In Spite of It | Perpetual Traffic EP 602», de Perpetual Traffic…
- 19 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 48 min
- Publicada en 2024
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Táctica para restablecer el CPC en Google Ads mediante CPC manual y desacoplamiento temporal de la acción de conversión
Canales de adquisiciónPara neutralizar la inflación de CPC en campañas maduras, sustituye temporalmente la acción de conversión por otra previamente creada con poco volumen reciente (manteniéndola activa vía Google Tag Manager) y cambia el método de puja a CPC manual sin eCPC (CPC mejorado), recortando la puja un 30% respecto al CPC medio anterior. Al interpretar que la campaña pierde valor, el sistema tenderá a compensar entregando…
is I'm gonna try to reverse this I I set up a series of events I took my conversion tracking and I swapped it over to an arbitrary conversion tracking that had historical values but don't have a lot or even recent history which two I then set it up so that it is actually not necessarily tracking conversions but still firing through a Google tag manager so that is not something called tag inactive Google's I made sure that the campaign is using an actual sales goal or sales objective one is either leads or sales number four I'm swapping over from a automated bidding strategy to manual CPC with…
Escúchalo en el minuto 12:41
Medición y experimentosNo se debe evaluar el éxito del marketing únicamente con las métricas de conversión y el ROAS reportados dentro de plataformas como Meta o Google Ads, ya que sus algoritmos de atribución están diseñados para incentivar un mayor gasto publicitario mientras el negocio real puede no estar creciendo.
I don't use the conversion metrics inside of a paid media platform to gauge success of my marketing and that's where I think most businesses or most agencies fail is they trust the source when you look at the inap Raz which means if you look at Meadows Raz or you look at Google's Ras that is designed to get you excited to spend more money and then you look at your business and you find out it's it's you know going bad so what are
Escúchalo en el minuto 0:00
Medición y experimentosNo se debe evaluar el éxito del marketing únicamente con las métricas de conversión y el ROAS reportados dentro de plataformas como Meta o Google Ads, ya que sus algoritmos de atribución están diseñados para incentivar un mayor gasto publicitario mientras el negocio real puede no estar creciendo.
I don't use the conversion metrics inside of a paid media platform to gauge success of my marketing and that's where I think most businesses or most agencies fail is they trust the source when you look at the inap Raz which means if you look at Meadows Raz or you look at Google's Ras that is designed to get you excited to spend more money and then you look at your business and you find out it's it's you know going bad so what are
Escúchalo en el minuto 0:00
Medición y experimentosEl ROAS y las métricas de conversión reportadas dentro de plataformas como Meta o Google a menudo inflan los resultados para incentivar un mayor gasto publicitario. La efectividad de los anuncios debe medirse auditando el costo y la calidad del tráfico entrante (CTR, costo por clic, intención de búsqueda) y correlacionándolos directamente con las métricas de salud financiera del negocio (flujo en cuenta bancaria y…
companies to measure this way I don't use the conver version metrics inside of a paid media platform to gauge success most businesses or most agencies fail is they trust the source that we just more traffic anyway but when you look at the inep Raz which means if you look at Meadow's Raz or you look at Google's row as that is designed to get you excited to spend more money and then you look at your business and you find out it's it's things that we can at least trust click the rate good how much are we paying for that traffic good are they called traffic Search terms is their intent looked at…
Escúchalo en el minuto 35:23
El aumento exclusivo de presupuesto diario encarece directamente el CPC en Google Ads
Medición y experimentosEn una campaña de Google Shopping escalada de 400 a 1.000 dólares diarios mediante incrementos de 100 dólares cada lunes, se evidenció que cada subida de presupuesto provocaba un salto automático en el costo por clic (CPC), aun cuando no se realizaron modificaciones manuales en las pujas.
cost every Monday I'd hop in and dump $100 more per day and we started at about $400 a day and then we've increased it now to about $1,000 a day and if I Collapse this here you'll see that there's a weird bump in CPC where cost went up so do CPC cost went up so do CPC cost went up up so to CPC cost went up so do CPC every Monday I'm like naysayers out there by going into change history and showing that this is just a budget change a budget change a budget change a budget change a budget CH I I can't make this any more clear literal just a I'm not messing around with well maybe you're doing…
Escúchalo en el minuto 8:35
Reducción de hasta un 50% en CPC para tráfico de no-marca usando CPC manual sin tracking algorítmico
Canales de adquisiciónAl desactivar el seguimiento de conversiones y utilizar pujas de CPC manual en campañas de búsqueda de no-marca (non-brand), el costo por clic puede descender cerca de un 50% (de 2,78 $ a ~1,46-1,50 $) manteniendo la primera posición en los resultados de búsqueda, evitando que los algoritmos de smart bidding inflen artificialmente el costo por clic.
diverging and all of a sudden you took the conversion tracking off and they that starts with an R yep um I'm still R so I am not I'm still number one and that starts with an R I was paying $2.78 okay when I paid $278 cents if I a185 it won't go over a150 on manual CPC it will still not even hit my manual CPC bid limit where a month ago it was blowing past that by a dollar or 66% higher so it now won't back to what is the cheapest I could be number one which is still 50% cheaper than I used to be on automated bidding a bu 85 it will not go over $150 it actually has gone down to $146 I am still…
Escúchalo en el minuto 25:16
Búsqueda del umbral mínimo de puja (floor bid) para retener la primera posición
Canales de adquisiciónPara optimizar una estrategia de CPC manual sin perder volumen ni visibilidad, se debe reducir progresivamente el límite de puja hasta identificar el punto exacto donde se pierde la posición número uno o la capacidad de gasto, restableciendo la puja inmediatamente por encima de ese suelo.
past a dollar bu so could you in theory sort of creep down that $185 manual CPC did okay and yep so I I did do that I went down to 85 cents and at that point I did actually lose my positioning and I couldn't spend anymore so I brought it back to what is the cheapest I could be number one which is still 50% cheaper so you found your floor like you basically haved it and you're like whoa now I've really screwed the pooch here so I've got to go back to what I had before so you've kept it at a buck 85 on
Escúchalo en el minuto 27:44
Por qué el CPA sube y el ROAS disminuye al escalar tráfico publicitario
Canales de adquisiciónAl incrementar el presupuesto publicitario, el tráfico adicional proviene casi exclusivamente de audiencias frías que no conocen la marca ni están preparadas para comprar inmediatamente; al no poder expandir los segmentos tibios y calientes al mismo ritmo, el costo por adquisición (CPA) se eleva y el retorno sobre la inversión publicitaria (ROAS) disminuye.
all but it's also when you're looking at the amount of traffic that drive into a site you have three I talked about this before you have three maybs the cold the warm and the hot which is like people that I've never heard about the people that have heard about you the people that want to buy from you when you add an aspen you can only increase the people that have never heard from you they're not ready to buy yet you can't increase all levels of the funnel at the same time so yes CPA increases and Raz does dip
Escúchalo en el minuto 5:50
Reducción de CPC desacoplando la optimización de conversiones del algoritmo publicitario
Canales de adquisiciónAl gestionar campañas con CPC manual y evitar enviar directamente el objetivo final de conversión al algoritmo de Google (monitoreando la calidad y compra mediante etiquetado server-side y datos first-party), es posible capturar exactamente las mismas búsquedas con hasta un 50% menos de costo por clic, facilitando triplicar la escala sin encarecer el CPC.
I've been running when you look at the Search terms the Search terms are exactly the same they're just paying 50% Less on it it's it's so my Search terms my non-brand on automated bidding and my non-brand on manual CPC using this conversion trick with tricking the algorithm for the wrong business goal that still fires that actually has now shown that I am still getting the same same Search terms and I'm tracking first party data through our serers side tagging to identify that these UTM that diminished after I took off conversion tracking and it got slightly better went and it's been hovering…
Escúchalo en el minuto 31:14
El sesgo de atribución en las métricas nativas de las plataformas publicitarias
Medición y experimentosLas plataformas de anuncios (como Meta y Google) suelen atribuirse ventas generadas por tráfico templado u otras acciones (como email marketing, SEO o campañas con afiliados e influencers) debido a conversiones por visualización e interacción. Evaluar el rendimiento guiándose únicamente por las métricas internas de cada plataforma distorsiona la realidad del crecimiento y oculta el rol de los canales de prospección.
it's because they're recycling all your warm traffic and then claiming its brand new customers when they would have bought anyway they're probably buying from your emails or maybe from your SEO correlate because view engage conversions is part of meta and Google your email campaign does well and then Google and meta are like oh that was me too yeah that was me that's me me I got many times someone has ran like a high quality you know affiliate campaign and then they shut that off and then their whole business starts to go bad but like their Google ads campaign was tracking a lot of heavy…
Escúchalo en el minuto 40:11
Desactivar el tracking de conversiones en Google Ads para abaratar el CPC
Medición y experimentosAl eliminar el seguimiento de conversiones dentro de la plataforma de Google Ads, el algoritmo interpreta que la campaña está fallando y tiende a reducir drásticamente el costo por clic (CPC) y aumentar la cuota de impresiones para intentar rescatar al anunciante (efecto rescate o subsidio). Para aplicar esta táctica es imprescindible medir las ventas reales y el rendimiento del negocio mediante herramientas…
of May from 31st of May to the 11th of June my clicks have gone up 105% went 3700 my cost went down 600 bucks my search impression share went up 42% my conversions went from 113 to zero which is what I want right now my inapp metrics because I killed conversion tracking is now zero right that's catalyzing this then so Google's like this campaign is tanking I better lower this guy's costs yep the welfare effect of let me provide extra support for you behind I'm going to reward you by bringing you back up to the top so my $277 it's a 54% reduction in CPC and just using their own algorithm…
Escúchalo en el minuto 16:38
Canales de adquisiciónAl aumentar el presupuesto en estrategias de puja automatizada de Google Ads (tCPA, tROAS, Max Conversions), el costo por clic (CPC) tiende a subir de forma arbitraria sin que se incremente la cuota de impresiones en la parte superior absoluta de los resultados de búsqueda, pagando más por la misma audiencia sin ganar mejor posicionamiento.
day I'm like you know what if everyone's on on automa bidding strategy how could it possibly be a auction anymore it's an auction against you know ourselves and Google it's no longer an auction of who is willing to pay more for the positioning so I ran some tests I had uh I used 10 case studies in the past five years and looked through all of my automated bidding strategies campaign with and without TR r tcpa with and without Max conversions and max conversion value and identified a really systemic issue that each time I would hop into an account and add any AD spend the CPC would arbitrarily…
Escúchalo en el minuto 2:52
Canales de adquisiciónCuando una campaña de Google Ads registra un ROAS elevado o un incremento continuo en el valor de conversión reportado, las estrategias de puja automática tienden a encarecer progresivamente el CPC promedio para capturar mayor margen del anunciante a medida que detectan mayor rentabilidad.
the conversion value and the CPC also going in a nice 27 cents all the way up to 61 cents it literally doubled from March 25th to May 20th so in less than two months I now pay more than 2x my CPC now this campaign already has a 5x loves it's like oh you have a 5x Ros yeah I'm going to double your CPC on you prove the same thing basically when conversion value increases CPC increases because they know that's valuable to you
Escúchalo en el minuto 11:09
Las pujas automatizadas inflan el ROAS agrupando tráfico de marca con tráfico frío
Medición y experimentosLas plataformas publicitarias utilizan campañas automatizadas (como PMax) para concentrar tráfico tibio y términos de marca en una sola estructura; esto maquilla el ROAS reportado y permite a la plataforma aumentar el precio de las subastas aprovechando los datos de conversión del anunciante.
you know pmax wants you to throw everything into one big one big room and then throw automated bidding and Google and Google's like all right cool I can have full control yeah take all that warm traffic and man it's going to look great in there look at my Raz yeah and they did the enhanced conversion which increases my uh my conversion tracking by 6% on search and 14% on shopping so now I know how valuable this actually is to them to price fix even more so let's never end of the day it is really like brand are already familiar with you or have bought from you before to buy again here is…
Escúchalo en el minuto 32:18
Ajuste dinámico de CPCs por valor percibido en plataformas publicitarias
Canales de adquisiciónPlataformas como Google Ads tienden a modular el costo por clic (CPC) en función del valor percibido que la conversión representa para el negocio del anunciante, más que por una subasta estrictamente transparente.
is price fixing for profitability what they're doing is adjusting the CPC based on how valuable it is for you and that
Escúchalo en el minuto 44:55
Impacto de desactivar el tracking de conversiones en métricas de Google Ads y ventas
Medición y experimentosEn un experimento de ~11 días apagando el tracking de conversiones, los clics subieron un 105% (de 1.800 a 3.700), el CPC cayó un 54% (de $6,03 a $2,77), el gasto bajó $600, la cuota de impresiones en la parte superior subió 76%, y las ventas reales medidas en el backend aumentaron en ~$9.000 (de ~$18.200 a ~$27.000+).
June my clicks have gone up 105% went from 1,800 to 3700 my cost went down 600 bucks my search impression share went up 75% my Click Share went up average cost went from $63 to $277 it's a 54% reduction in CPC and through four spot went up 76% and my search absolute top impression share which means how often was I number one on the page went up sales went from $18,200 N9 so we basically increased $9,000 uh and we paid $600 less for it because our traffic doubled now here's
Escúchalo en el minuto 16:41
Manipulación del valor de conversión para activar el algoritmo de retención en Google Ads
Canales de adquisiciónReducir o poner a cero deliberadamente el valor de conversión reportado en Google Ads puede provocar que el algoritmo abarate el CPC y asigne mejor posicionamiento con el fin de evitar que el anunciante abandone la plataforma por mal rendimiento.
it's literally saying uhoh your account's failing here's all of this free amazing traffic and positioning for half the cost because once that Ras looks good oh we're you we know that you're no longer going to once watch this watch my conversion value I tanked it put it into the ground zero zeroed it out Google this guy doesn't know what the hell he's doing we we need to give him some help let's lower his costs yeah or what do we do we are not finding the right people for this client he's going to quit she's going to quit they're going to cancel so now all of a sudden
Escúchalo en el minuto 22:07
Canales de adquisiciónCuando una campaña publicitaria automatizada con objetivo de ROAS (Target ROAS) rinde muy por encima de su meta, el algoritmo suele aumentar agresivamente el costo de puja para capturar más volumen, lo que puede inflar temporalmente los costos de adquisición y reducir el retorno.
this it's my own little luggage company when you have a good day of Raz you'll see that the cost gets more expensive I have a t Raz of like 200 bucks on this thing so once I hit a 900 Raz at $163 it just arbitrarily goes up to 211 oh my God you're still at 466 which a you got a 900 for $147 all right here's 250 oh whoa 200's a little bit too low let's get you back up to 800 at a120 so that's all they do they were just like whoa you're doing pretty good I'll make a little oh that hurt okay all right all right let's back it back down
Escúchalo en el minuto 45:44
Impacto en volumen de clics y eficiencia de presupuesto al reducir el CPC en Google Ads
Canales de adquisiciónAl corregir la ineficiencia del CPC, un presupuesto publicitario de 1.200 $ diarios pasó de generar 441 clics a conseguir 803 clics, logrando una relación lineal de 1 dólar por clic al escalar.
and getting 340 clicks to $1,200 a day and getting 441 so I only gained a 100 more clicks but I had to pay $400 more for it right my cost I dip down now I spend not 1,200 for 441 clicks I spend 600 for 400 scale I have now scaled from what I used to pay 1,200 for 441 clicks I pay now 1,200 for 803 clicks this line being closer together means that I put a dollar in I get a click I take a dollar out I get a click they are so evenly
Escúchalo en el minuto 23:35
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