Marketero · Entrevistas
How to Sell a $250,000 Product with and an 8X ROAS on Google with John Moran | PT EP 543
26 ideas de marketing sacadas de «How to Sell a $250,000 Product with and an 8X ROAS on Google with John Moran | PT EP 543», de Perpetual Traffic. Sobre…
- 26 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 58 min
- Publicada en 2023
Ver la entrevista entera en YouTube
De qué habla
Las 26 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 26 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.
ConversiónConfigurar un flujo automatizado en el CRM que distribuya leads en rotación entre vendedores, envíe confirmaciones inmediatas por email y SMS al cliente, y notifique a la gerencia si un prospecto calificado no ha sido gestionado tras un periodo determinado (por ejemplo, 30 días) para evitar pérdidas de oportunidades comerciales.
what I'm doing is as soon as a lead comes in I notify management that a beautiful lead has just landed in their lap it rotates between six salespeople Auto emails out of responder to the person sends also a text to them saying we have your information you are going to be contacted ASAP and then every single time a property value is changed the management is known about it hey that lead is isn't qualified we got to figure out why that's my issue hey that lead's qualified you have a sales team that's working a qualified lead for a quarter million dollars today or hey it's been 30 days it's been…
Escúchalo en el minuto 45:32
ConversiónConfigurar un flujo automatizado en el CRM que distribuya leads en rotación entre vendedores, envíe confirmaciones inmediatas por email y SMS al cliente, y notifique a la gerencia si un prospecto calificado no ha sido gestionado tras un periodo determinado (por ejemplo, 30 días) para evitar pérdidas de oportunidades comerciales.
what I'm doing is as soon as a lead comes in I notify management that a beautiful lead has just landed in their lap it rotates between six salespeople Auto emails out of responder to the person sends also a text to them saying we have your information you are going to be contacted ASAP and then every single time a property value is changed the management is known about it hey that lead is isn't qualified we got to figure out why that's my issue hey that lead's qualified you have a sales team that's working a qualified lead for a quarter million dollars today or hey it's been 30 days it's been…
Escúchalo en el minuto 45:32
Estrategia de concordancia amplia con formularios de alta fricción
ConversiónPara captar clientes de alto ticket manteniendo costes de clic bajos, conviene utilizar concordancia amplia en Google Ads combinada con formularios de captación extensos y detallados («poner una valla alta»); esto permite que los usuarios se autocualifiquen y entreguen especificaciones completas al equipo comercial.
individual details and like the more details that you get the more qualified that lead is going to be or the more qual like they're self- selecting into the whole process by seemingly putting this high fence uh you know up in front of you in a very broad it's two different strategies here it's going very broad but then it's having a very high fence and you know so that they have to jump over that but once they jump over that fence your salesperson who is on the other side of the CRM should be able to close these things especially at average order value you said is what quarter of and exact…
Escúchalo en el minuto 43:30
Captar recompras en ecommerce mediante campañas de búsqueda no de marca (non-brand)
Canales de adquisiciónEn tiendas online con múltiples categorías de producto, los clientes que necesitan un artículo complementario tienden a buscar el nombre del producto y no la marca de la tienda previa; por ello, para maximizar la retención y la recompra conviene aumentar el presupuesto y priorizar pujas sobre audiencias existentes en términos de búsqueda genéricos (non-brand / tráfico frío) en lugar de depender únicamente de…
pull out your phone you Google it that's looking for a dog bed so a winback campaign is actually happening on your non brand campaigns sometimes even more efficient than your brand you want to retain customers don't Spike up your brand spend Spike up your non-brand spend that is where people are a lot of times coming back because you're familiar with them so monitor your returning transactions in your cold traffic when you spike that spend up you get more new and returning traffic can buck at your existing audiences and prioritize bidding for them on cold traffic terms so as to not lose them…
Escúchalo en el minuto 5:11
Optimizar Google Ads retroalimentando datos de acuerdos calificados
Medición y experimentosEnviar a Google Ads información de prospectos altamente cualificados o acuerdos cerrados del CRM (en lugar de simples envíos de formularios) entrena el algoritmo para identificar denominadores comunes y precualificar tráfico, descartando a curiosos antes de que lleguen a ventas.
information back to Google Google says aha those are the common denominators and those are the conversion paths that person took and it only watches the people I ask it to watch which is almost as good as sales like rather than importing sales I import almost like deal information like here's the person that bought from us it's almost that high of quality Google is acting as as a business development rep like a bdr here like they're pre-screening qualified candidates not wasting your time on the ones that are just the tire kickers that aren't going to buy in essence by doing
Escúchalo en el minuto 40:11
Canales de adquisiciónPara maximizar la retención y recuperación de clientes en Google Ads, se debe incrementar el presupuesto en campañas de términos genéricos (non-brand) en lugar de centrarse solo en campañas de marca. Muchos clientes recurrentes buscan por categorías de producto o términos genéricos en vez del nombre de la marca, por lo que medir y escalar las transacciones recurrentes en tráfico frío impulsa tanto adquisición como…
want to retain customers don't spikee up your brand spend Spike up your non-brand spend that is where people are a lot of times coming back because you're familiar with them so monitor your returning transactions in your cold traffic when you spike that spend up you get more new and returning traffic rather than focusing on your that hurt so the typically Brands believe that their retention comes from a brand Campaign which means that most of the returning customers come from a mold I want you all to look at a metric that you may not be looking at which is the existing customers of your…
Escúchalo en el minuto 0:00
Añadir fricción con formularios extensos para filtrar leads y optimizar campañas de alto ticket
ConversiónEn lugar de minimizar los campos para maximizar el volumen de leads, exigir múltiples campos específicos y obligatorios (como dimensiones del proyecto o ubicación) actúa como filtro contra el tráfico basura y los leads de baja calidad. Aunque reduce la tasa de conversión bruta, genera prospectos de mayor calidad, reduce la carga del equipo de ventas y envía señales de conversión más precisas a los algoritmos…
why these work is because I did not I what I don't want to do is generate a lead that is of such low quality that I put a bouncer at the front door and form of a heavily required uh high amount of fields form on the site right lead what you're going to see is I ask for your first name last name city state phone number email the city you want your building to be in what is the length what is the width what is the height of the building you want to build and how did you hear about us those are all if I put too many fields I got less conversions yes but the bu product of that is I'll also get…
Escúchalo en el minuto 38:14
Uso de campañas catch-all en Google Shopping para capturar búsquedas de productos secundarios
Canales de adquisiciónEn lugar de crear campañas dedicadas para cada variante o producto de baja rotación, se debe estructurar una campaña 'catch-all' que sirva como red de respaldo cuando un usuario busque específicamente un modelo secundario descubierto previamente en el sitio.
and then a secondary model search that's where the catchall will win if it's not one of my best performing items that's my backup so if you're looking for bricks you click on the bagio and you find you know the ulissi or something like that that I'm not actually having a dedicated campaign for because it doesn't sell too well when you come back and you Google that specific one that you found on my site that catch all campaign catches you so it's all based
Escúchalo en el minuto 25:08
Segmentar Google Shopping en campañas individuales por línea de producto para dominar los resultados de búsqueda
Canales de adquisiciónAl dividir una campaña de Google Shopping en múltiples campañas individuales por línea o colección de producto, una sola cuenta puede competir y ganar múltiples posiciones simultáneas en la subasta para un mismo término de búsqueda de marca, superando a competidores y distribuidores.
I've taken my standard shopping campaign and segmented them into multiple uh different standard shopping campaigns I have now a product line in a manufacturer and that has one skew with variance and what this does is it allows get to own also the search engine which means someone types in Brick luggage you'll see my sienna my Bellagio my X collection why well it's because I have my sienna my bagio and my X collection running as running as campaigns individually I'm entering in to multiple auctions in one Google ads account by allowing these campaigns to all show up for the same Search terms…
Escúchalo en el minuto 15:28
Hipersegmentación en Google Shopping mediante campañas individuales de producto (SPA)
Canales de adquisiciónAislar los productos más vendidos en campañas individuales de Standard Shopping (Single Product Ad Campaigns o SPA) permite forzar la diversificación del presupuesto publicitario y evitar que algoritmos como Performance Max concentren todo el gasto en un único SKU. El proceso consiste en: 1) agrupar los productos en una campaña general de Standard Shopping con estrategia de maximizar clics con límite de puja o un…
which is why my recommendation is to segmentation of standard shopping Spa single product ad campaigns um which been doing is of uh kind of a three-step process step one I take all of my products of a manufacturer into one standard shopping campaign and I throw a bunch of traffic at it um usually the bidding strategy is Max clicks or like with a bid cap so I can gain that data or a low t t as goal Campaign which is like a 50% t as in one standard shopping campaign with let's say 300 SKS I then force a parto rule 80% of your sales will come from 20% of your items so I take those 20% of my…
Escúchalo en el minuto 12:15
Filtrado agresivo de palabras clave negativas para captar solo intención directa de marca
Canales de adquisiciónPara maximizar la eficiencia del presupuesto en campañas de producto por fabricante, se deben negativizar activamente cientos de términos genéricos y descriptivos de la parte alta del embudo, asegurando que los anuncios solo se muestren a usuarios que buscan explícitamente comprar la marca concreta.
the right direction so since the third I made 483 changes I am negative matching everything that is not Samsonite because bricks so I'm I'm excluding everything going in there and just hacking off those negative keywords are really top of funnel you know I don't know what I want yet kind of searches like I want a Samson has one of those but I'd rather show up for a person that wants to buy a negative keyword Saga uh and added 400 negative keywords that weren't from the or 23 clicks total I had two sales so I now I now my conversion rate is 8% I spent $42 to make 612
Escúchalo en el minuto 22:06
Canales de adquisiciónCon Smart Bidding, la concordancia amplia (broad match) en Google Ads ya no depende de la coincidencia exacta de palabras clave, sino de las señales de comportamiento y el momento del embudo en el que se encuentra el usuario tras múltiples búsquedas relacionadas.
word that is Broad has less to do with the keyword language itself and more to do with where a person is at in their Journey you can type in a keyword that terms and Google's like we know this is your seventh time that you've been looking for this we think you're going to convert and it doesn't matter what that keyword is they're going to show your ad that's why Google recommends broad match only with smart bitting so because broad match is not about the keyword anymore so that's what's happening is Google is pushing you in front of them at the point in the journey that you need to meet them…
Escúchalo en el minuto 30:21
Canales de adquisiciónEn negocios con capacidad operativa limitada y largos ciclos de entrega, el presupuesto de captación pagada debe regularse dinámicamente: aumentar la inversión en temporadas lentas y recortarla cuando la agenda de producción esté llena con meses de antelación.
between 50 and 150 based on their volume now they're a team of six takes us six months to build a building they could do about five buildings at once um slower season we ramped up cost the busier season we pulled back because we had a kind of they wanted to say I always want to be booked six months in advance so we were able to kind of throttle that now
Escúchalo en el minuto 51:19
Google Shopping supera a Google Search con un ratio de conversión de 6 a 1 en productos visuales
Canales de adquisiciónPara productos visuales de e-commerce con ticket medio alto, los anuncios de Google Shopping convierten a un ratio de 6 a 1 frente a los anuncios de texto de Google Search, ya que el comprador toma la decisión evaluando color, tamaño, precio y descuento directamente en la ficha visual.
have a search and a shopping ad my search ad horrible horrible performance travelo I get tons of clicks on that barely ever converts um as I think that your buyers when they make their buying decision they look at that's the color that's the size that's the product that's the price that's the shipping that's the discount yeah and they pop it from the search but search and shopping is a is a six to1 ratio of conversions interesting yeah plus it's just a it's a visual purchase too I mean there is that click on a shopping ad you're looking for the product you want at the best price period that's…
Escúchalo en el minuto 27:34
Canales de adquisiciónEs posible adquirir leads cualificados para productos de ticket muy alto ($250,000 de venta promedio) a un coste por adquisición de entre $60 y $75, manteniendo la estabilidad del CPA al escalar el presupuesto diario de $60 a $500.
which is went from 60 to 200 tested that then went from 250 to 500 uh and that's been keeping me within about a 10% CPA difference um so it went from like $65 to $75 and then it's been hovering between 60 and 75 just per day basically there $70 leads and a quarter million dollar building if you get 10 of those it only cost you $700 I mean it's pretty inexpensive when
Escúchalo en el minuto 52:00
Diversificar presupuesto en microcampañas con tROAS alto para reducir riesgo y escalar con agilidad
Canales de adquisiciónDistribuir el presupuesto publicitario en múltiples campañas pequeñas con objetivos de tROAS elevados reduce el riesgo global (incluso si solo un tercio genera ventas un día específico) y permite escalar presupuestos individualmente (ej. de $60 a $120 o $180) con rapidez antes de encontrar rendimientos decrecientes.
part here and this is me using High Taz goals I'm sniping these clicks essentially and what happens here on a micro level is because I'm only spending $50 a day across a higher aov type of but now I spent 500 to make 2,000 that's a 4X and only what one two three campaigns out of 11 had a sale and I still Forex because I'm not going deep into a risk in any specific are so you're limiting your risk by the individual campaigns but you're also I actually like scaling small campaigns because they can react the fastest with the least amount of risk you can see that every one of these campaigns if I…
Escúchalo en el minuto 17:28
Oferta y precioAjustar el precio de catálogo al alza y aplicar una rebaja permanente visible (por ejemplo, un 20% de descuento que quede justo por debajo del precio mínimo anunciado o MAP) permite ser el único vendedor que muestra una etiqueta de oferta en el carrusel de Google Shopping, acortando el camino de compra y dominando la tasa de clics.
I'm running a I have a sale that's permanent I have taken my price I've marked it up I run a permanent 20% off sale that pushes me 10% below map which always have the best sale at the best price for the shortest amount of look at bricks luggage 20% off 10% off 10% off 10% off 20% off 20% off 10% I am the only one running a sale you see me everywhere for any type of search for all of the best performing products if on Google today you're buying it from me
Escúchalo en el minuto 23:23
Aprovechar ciclos de venta cortos con promociones permanentes de vencimiento aparente
Oferta y precioSi el ciclo de decisión de compra del cliente es corto (por ejemplo, 3 días), mantener un descuento permanente que venza formalmente en plazos largos (como 50 días) sigue generando urgencia efectiva sin perjudicar la credibilidad, debido a que el flujo de tráfico entrante se renueva continuamente.
permanent you know what's funny is people don't even realize this there's a permanent discount that I just have to keep updating every six months and you're like the brick sien spinner 170 with with code oh no it expires in 51 there's a hover pop that comes up and says 20% off bricks luggage and then a this sale is going to be around for next 51 days but people don't look there and the sense of urgency is still there because my Sal cycle is a three-day window every three days there's new people seeing my
Escúchalo en el minuto 28:33
Fricción intencional en la captación para escalar tráfico sin degradar la calidad del lead
ConversiónAñadir barreras de entrada exigentes en el embudo (como formularios extensos o herramientas de diseño interactivo) permite aumentar drásticamente el presupuesto publicitario sin sufrir rendimientos decrecientes, filtrando el volumen masivo y entregando al equipo comercial únicamente prospectos con alta intención.
lead at scale using two little p think keywords but a high barrier to entry before their allowed to talk and a smart barriers and then that makes the sale so much more valuable for them obviously but because you're matching it's almost like you've got this tiny little window with this very very this is the epitome of like a huge broad funnel that goes down this tiny little narrow funnel at the end where out comes the Glen Gary leads on the bottom of that and it's the reason why I like this model uh counting that that high barrier to entry is you can scale it um really without hitting a point…
Escúchalo en el minuto 46:19
Comparativa de clientes recurrentes en campañas de Google Shopping no de marca vs. de marca
Medición y experimentosEn un análisis de 7 días de una cuenta de comercio electrónico, las campañas de Google Shopping exclusivamente no de marca generaron 2.000 clientes nuevos y 2.500 clientes recurrentes, frente a la campaña de marca que solo captó 333 nuevos y 751 recurrentes, evidenciando un mayor volumen y peso de recompra en el tráfico no de marca.
campaigns for example this is the last seven days of a client that and I can hole all of these shopping campaigns have not one branded term we've taken a well but when you look at the amount of returning transactions in the last seven days my shopping campaign brought 2,000 new clients and 2500 returning clients my brand campaign brought 333 new clients and 751 returning clients meaning that I have a higher ratio of returning in my
Escúchalo en el minuto 4:21
Escalamiento controlado en Google Ads: duplicación de facturación mensual mejorando el ROAS
Medición y experimentosAl aumentar la inversión publicitaria en un 100% dentro de campañas segmentadas por fabricante en Google Ads, las conversiones crecieron un 137% y el ROAS mejoró un 7%, elevando la facturación del ecommerce de 32.000 $ en septiembre a 70.000 $ en octubre.
example this last since October 1st I said what if I put 100% more in aspin into it I got 137% more conversions those are now a lot less risky so my Raz actually got 7% better after I put 5% the Topline metrics my sales in September were 32,000 my sales in October were 70,000 so I D more than doubled my actual Topline numbers pmax
Escúchalo en el minuto 20:14
Retorno de inversión 10x ($6.4M generados con $687k de inversión publicitaria trimestral)
Medición y experimentosEn campañas de búsqueda amplia a gran escala, un gasto de $687,000 en un trimestre generó $6,400,000 en acuerdos cerrados, demostrando un retorno de inversión (ROAS) de aproximadamente 10x.
don't know um we spent uh 687 that was our total cost 687 th000 if we go into dashboard here if we go into our deals um and we look at the date range of last quarter uh we made 6.4 million so it's it's a 10x even at scale from a course
Escúchalo en el minuto 53:52
Estrategia de contenido basada en estudios de caso y pasos tácticos en LinkedIn
Estrategia de contenidosCentrar el contenido en estudios de caso específicos con métricas y pasos técnicos directos ('pulsa este botón, mide esto'), en lugar de reflexiones motivacionales genéricas, permite construir una audiencia cualificada en LinkedIn con una frecuencia baja de publicación (1 a 4 veces al mes).
LinkedIn I post about one to four times per month and because I don't like the attention I like sharing um all of my posts are case studies with results it's not a like you know love on your your business and it'll love you I don't care um I'm really like you know the things that I Shar today press that button do this go here measure that that's what I love um it's just I'm having a BL super
Escúchalo en el minuto 55:39
Medición y experimentosEn campañas locales de búsqueda para estructuras de alto valor (AOV ~$250.000), un gasto diario de $500 mantiene costes por lead cualificado de aproximadamente $70 a $72 y genera un retorno publicitario (ROAS) constante cercano al 3.000%.
um I have $24 contacts that cost me $72 each I spent $115,000 and I made 492k it's a 3,000 Ras if I look at this matter I rarely will dip under a 3,000 Raz or 3,000 Roi or 3,000 my whatever you want to say I put in 50 Grand I make two million I'm spending now $500 a day I'm still getting $70 leads and these people when order value you said is what quarter of a million dollars in most cases yeah
Escúchalo en el minuto 41:01
Escalado de captación de leads mediante configurador interactivo de $2.800 a $200.000 de gasto mensual
Medición y experimentosUn embudo basado en la finalización de un diseño interactivo escaló de 50 leads con 2.800 dólares de inversión mensual a captar entre 1.000 y 1.200 leads calificados con un gasto publicitario mensual de 170.000 a 200.000 dólares.
see this but in here this is November 2021 uh and I was do uh cost and then conversions we had you know 2800 bucks for 50 leads in November of 2021 so two years ago um so last month we had 200 Grand in spend and 1,200 leads like it just the conversions the red line was outpacing the blue line of I just take the last 30 days you'll see the only conversion action that I count last month I spent 170,000 got a thousand leads and these thousand leads besides the calls from AO are only 50 958 of them are that design tool
Escúchalo en el minuto 49:08
Recompra de accesorio complementario vía anuncio de búsqueda tras compra principal
Retención y relación con el clienteEn la tienda Travel Lo, un cliente que adquirió una maleta de 1.000 dólares volvió a buscar la funda correspondiente 20 días después en el buscador; mediante un clic publicitario de 2 dólares, la tienda recapturó al comprador y generó una venta adicional de 150 dólares.
have a company called travel Lo we sell luggage I had a person on October 18th buy a ,000 piece of luggage and then November 8th they bought the cover for that luggage uh it was a Bellagio by bricks they bought a Bellagio 8,000 piece of luggage you know 20 days later they type in uh balagio cover they I saw it and in my in the back in the Shopify they clicked on another UTM campaign and then bought the cover for it they were going to buy it from somewhere else but they bought it from me again and I spent $2 to bring that person back for another $50 sale which is cool which by the way
Escúchalo en el minuto 9:22
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.