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How To HACK Google Ads With a Small Budget

14 ideas de marketing sacadas de «How To HACK Google Ads With a Small Budget», de Ben Heath - Google Ads. Sobre todo de canales de adquisición, mensaje y…

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Precalificar prospectos directamente en el copy del anuncio para evitar clics no cualificados

Mensaje y copywriting

Incluir filtros explícitos como precios iniciales mínimos en los titulares fijados de Google Ads reduce clics innecesarios de usuarios no cualificados y protege el presupuesto publicitario, aun a costa de reducir el CTR global.

Number six is to pre-qualify with your ad copy. And if you do this well, not only do you let people know who are them, but you also actually put off the people that aren't good prospects for your business. You prevent them from clicking in the first place, from coming bouncing back out. And that can save you money because if they haven't clicked through, it haven't cost you anything, right? So, it can make your small budget headlines could be something like this. kitchens from $20,000. Now, if that's the starting point at which you serve of your headlines, they're not going to click if…

Escúchalo en el minuto 17:53

Concentrar la inversión publicitaria en una sola oferta ante presupuestos bajos

Canales de adquisición

Al operar con presupuestos publicitarios pequeños, es crítico promocionar un solo producto o servicio en lugar de dividir el gasto entre múltiples opciones. Consolidar el presupuesto en pocas variables acelera la recolección de datos y permite que los algoritmos de smart bidding (como maximizar conversiones) optimicen con mayor eficacia.

scale. Tip number one is to focus on one offer only. I think it's really important if you are operating with a small or especially with a tiny budget to really just focus on trying to sell the one product or the one service because you really need to consolidate your ad spend on as few variables as possible. If you try and spread that ad spend across lots of different products, multiple different services, it's going to take you so long to work out what's So, consolidate in you get more data trying to sell the one thing that way. That's going to help Google optimize your campaigns as well, by…

Escúchalo en el minuto 2:22

Evaluar anuncios según significancia estadística y no por tiempo transcurrido

Medición y experimentos

El tiempo necesario para evaluar si un anuncio funciona no depende de los días transcurridos, sino del volumen de conversiones y la distancia frente al benchmark. Con presupuestos reducidos o bajo volumen, se debe ser paciente hasta alcanzar datos estadísticamente significativos con una calculadora de significancia y, una vez confirmada la ineficiencia, pausar sin contemplaciones los anuncios, ofertas o palabras…

way to go. Number two is to be patient and then ruthless. I'll explain what I not the right answer because it doesn't depend on time. It depends on conversion volume and the results you're seeing. looking at those two things. You're looking at conversion volume and you're looking at how far off your target or your benchmark you are in order to make feel very strongly about is to use a statistical significance calculator, just not got enough data yet? And that's where a statistical significance calculator is really valuable is it will tell you if you haven't got enough data your benchmark…

Escúchalo en el minuto 5:01

Usar concordancia exacta y de frase en lugar de concordancia amplia con presupuestos ajustados

Canales de adquisición

Con presupuestos pequeños en Google Ads es preferible utilizar principalmente concordancia exacta (y secundariamente de frase) en lugar de concordancia amplia. Aunque Google advierta sobre la pérdida de impresiones o volumen, reducir el alcance permite concentrar la inversión exclusivamente en las búsquedas con mayor probabilidad de conversión, maximizando el ROAS.

Technique number four is to use exact match, maybe a bit of phrase match, but really be careful with broad match keywords. With a small budget, you do not have the budget for Google to be wasteful. And when you use broad match convert, and that can end up being a what most Google advertisers use, to predominantly exact match, maybe a little bit of phrase match, you will miss out on a lot of searches. You will reduce the number of impressions, the instead we need to think about how can I spend money on advertising so that it gets the best possible return that'll of that many people at all. You…

Escúchalo en el minuto 11:53

Priorizar campañas de Búsqueda o Shopping al empezar con presupuestos ajustados

Canales de adquisición

Al iniciar en Google Ads con presupuestos limitados, se debe comenzar con campañas de Shopping para ecommerce o campañas de Búsqueda (Search) para captación de leads y servicios, aprovechando directamente la intención de búsqueda activa del usuario.

to uh to reinvest. Number three is to start with search or shopping campaigns. And the way you decide between those two is if you're an e-commerce business and go with shopping. If you're any other type of business, particularly if you're looking to generate leads, normally go with search. And the reason why I think and particularly if you're operating with a small budget, is because they both take advantage of intent. So there is search intent. Search ads, I'm sure they both take advantage of intent. And I think when people are operating with smaller budgets and you want to

Escúchalo en el minuto 9:11

Priorizar palabras clave de menor coste con presupuestos reducidos para acumular datos de optimización

Canales de adquisición

Al operar con presupuestos publicitarios pequeños en Google Ads, conviene probar palabras clave con menor costo por clic para generar mayor volumen de clics y datos necesarios para optimizar la campaña, evaluando siempre que la calidad y el valor del cliente no caigan en exceso.

operating with a small budget, like let's say you're operating with something like $60 a day, if you're paying $15 a click, that's four clicks a day, it's going to be almost impossible for you and Google to optimize that campaign. Whereas, if you're generating $3 clicks, so that's going to be 20 clicks a day. you are way more likely to be able to get real data that you can use to optimize, that Google can use to optimize. Now, those cheaper clicks, those cheaper keywords to target are normally cheaper for a reason. It's normally because they don't convert as well. So, you have to factor that…

Escúchalo en el minuto 15:19

Precualificar al público en el texto del anuncio para ahorrar presupuesto

Mensaje y copywriting

Incluir filtros explícitos en el copy del anuncio (como nivel de precio, rango de edad atendido o ubicación geográfica exacta) desalienta los clics de usuarios no cualificados, protegiendo el presupuesto publicitario y aumentando la tasa de conversión final.

case because you save budget by not having those people click and you improve your conversion rate by not Put off people that can't afford you. Save your sales team's time. All sorts just be about budget. You could do it around age. If you only work with that. You can be specific in your ad copy so that people know and therefore they don't click. You can do it based on can pre-qualify with ad copy to save the small budget that you've got and make

Escúchalo en el minuto 20:13

Priorizar ofertas de ticket o margen alto al comenzar campañas sin datos previos

Oferta y precio

Si no se cuenta con datos históricos de ventas para decidir qué producto promocionar con bajo presupuesto, se deben elegir las opciones de mayor margen o precio más alto. Por unit economics y ROAS objetivo, es significativamente más alcanzable absorber un costo de adquisición de $100 para un producto de $500 que lograr clientes a $10 para un producto de $50.

business, for example, what I'd recommend you start with in that instance are the products or services that you make the most money on. So, either the ones with the highest margins or just the ones that you charge more for. Because when you think about the sort of unit economics of advertising on Google, let's say you want to generate a 5x return on ad spend in order for you to consider your campaign to be successful. It's much easier to sell a $500 thing and it cost you $100 in ad spend, which would give you that 5x, than it is to sell a $50 thing and acquire customers for $10 each. Like…

Escúchalo en el minuto 3:46

Priorizar campañas de intención (Búsqueda/Shopping) sobre Performance Max con presupuestos reducidos

Canales de adquisición

Al comenzar con presupuestos limitados en Google Ads, se debe priorizar la publicidad basada en intención (campañas de Search o Shopping) y evitar empezar directamente con Performance Max o Display. Aunque Performance Max suele generar mejores resultados globales, requiere un volumen alto de datos de conversiones previas para alimentar el algoritmo, algo inviable con presupuestos bajos.

likely to do that with intentbased but they're not intent based within a performance max campaign, that beginning. Like we see performance max, for example, is the most powerful advertisers, but it does require more data, more conversion data to work really well. And if you're operating with a small budget, you most likely generate less conversions. Once you way to go. So stick to search or shopping, depending on your business type for the time being. Once you get that to work, you can look to scale

Escúchalo en el minuto 10:12

Trade-off del escalado: el ROAS disminuye pero el beneficio neto absoluto aumenta

Medición y experimentos

Al escalar el gasto publicitario, el ROAS porcentual suele caer debido a que se impacta a audiencias progresivamente menos receptivas, pero la ganancia neta en términos absolutos puede ser significativamente mayor (por ejemplo, ganar $400k con ROAS 5x gastando $100k vs. $9k con ROAS 10x gastando $1k).

actually typically happens as you scale is your return on ad spend goes down because you go from advertising to those most keen people within your audience, the people that aren't quite as keen. should be, to sacrifice some return on ad spend for a better overall number. rather spend $1,000 a month on Google Ads and generate $10,000 in revenue? So, a 10x return on ad spend, or would you rather spend $100,000 a month on Google Ads and generate $500,000 in revenue? Right? With option two, that's a 5x return on ad spend. So, the return on ad spend is significantly worse. You've gone from a 10 to…

Escúchalo en el minuto 21:46

No escalar campañas de anuncios no rentables esperando que mejoren los resultados

Canales de adquisición

Escalar el presupuesto publicitario cuando una campaña no ofrece buen coste por adquisición o ROAS casi nunca soluciona el problema; solo se debe incrementar el gasto en campañas no rentables si el objetivo explícito es acelerar el ritmo de aprendizaje y testeo.

profitability. I don't like the idea that a business would be running Google ad campaigns, not seeing good results in terms of cost per conversion or return on ad spend, and deciding to scale because they think that will help improve their results. Almost never happens, right? The only time where I'd like you to scale if your results aren't good, is simply if you've decided that you're willing to speed up the testing testing process by spending more. We're going to learn faster and we'll get

Escúchalo en el minuto 21:15

No escalar campañas de anuncios no rentables esperando que mejoren los resultados

Canales de adquisición

Escalar el presupuesto publicitario cuando una campaña no ofrece buen coste por adquisición o ROAS casi nunca soluciona el problema; solo se debe incrementar el gasto en campañas no rentables si el objetivo explícito es acelerar el ritmo de aprendizaje y testeo.

profitability. I don't like the idea that a business would be running Google ad campaigns, not seeing good results in terms of cost per conversion or return on ad spend, and deciding to scale because they think that will help improve their results. Almost never happens, right? The only time where I'd like you to scale if your results aren't good, is simply if you've decided that you're willing to speed up the testing testing process by spending more. We're going to learn faster and we'll get

Escúchalo en el minuto 21:15

Umbrales cuantitativos para clasificar presupuestos reducidos en Google Ads

Canales de adquisición

En Google Ads, un presupuesto se clasifica como pequeño si se encuentra por debajo de $3.000 mensuales (hasta $100 diarios), y como diminuto si está por debajo de $600 mensuales ($20 diarios o menos).

with. So I would classify a small Google Ads budget as anything under $3,000 per month. So $100 per day or less. And I'd have another category beneath that which I would call a tiny Google Ads budget which is anything under $600 per month. So about $20 per day or less. Like I

Escúchalo en el minuto 0:59

Seleccionar palabras clave con menor coste por clic para maximizar el volumen con presupuesto bajo

Canales de adquisición

En cuentas con presupuestos publicitarios pequeños, una táctica viable consiste en apuntar a palabras clave menos costosas dentro del sector para obtener mayor volumen de clics y tracción inicial, en lugar de competir directamente por los términos más caros y competidos.

think it'll be helpful. Number five is to target less expensive keywords. Now, something that we've done with small budgets. is something that I would often recommend because you might find that keywords within your space you target are going to cost you $10 $15 a click. Others might cost you more like $2 or $3 a click. I know those numbers are going

Escúchalo en el minuto 14:33

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