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In The Zone! Joey Bidner & Jyll Saskin Gales [PPC Zone Nov 2025]
47 ideas de marketing sacadas de «In The Zone! Joey Bidner & Jyll Saskin Gales [PPC Zone Nov 2025]», de Jyll Saskin Gales | Google Ads Coach. Sobre todo…
- 47 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 59 min
- Publicada en 2025
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Un numero equivocado sirve como linea base mientras se equivoque igual
Medición y experimentosUna vez comprobado que un retorno de 0,9 en plataforma corresponde a cierto resultado real en el negocio, ese 0,9 pasa a ser tu referencia: si cae a 0,2 sabes que algo cambio. Lo mismo vale para una herramienta de atribucion que acierte solo la mitad: si se equivoca de forma consistente, sigue sirviendo para detectar cambios. Facebook, por ejemplo, muestra siempre un 0,5 por clic, y si el negocio es rentable con ese…
>> Yeah. And one of the things that I'll do is once you've reached a bit of like a baseline where you've tried that new campaign, for example, you see the results in Google ads, so you see the results in the business, then what I'll do is I'll I'll start benchmarking the metrics that we are seeing, right? So for example let's say 0.9 in 0.9 rorowaz in Google ads you know is getting you that return in the business 0.9 kind of becomes your baseline then if it drops to 0 2 you know okay something shifted right so I find you can use this this theory also if you are using a third party attribution…
Escúchalo en el minuto 21:33
El informe de estadisticas ya te dice que audiencias esta optimizando la puja
Medición y experimentosUn cambio de los ultimos meses: las estadisticas de audiencia que antes solo salian en Performance Max estan ahora en todas las campanas. Sin anadir ninguna audiencia, ni siquiera en observacion, puedes bajar en el informe y ver para que audiencias y demografia esta optimizando ya tu puja inteligente. Con un cliente vieron que los mayores de 65 sobreindexaban y convertian muy bien, y a partir de ahi plantearon…
will look towards the insights report and this is actually new like only within the last few months. You know how in a Pmax campaign when you go to insights and scroll down it gives you like audience insights? >> Mh. >> All campaigns do that now in Google ads. So you can have a search campaign where you've added no audiences and observation or anything, but you go over to insights in the campaign or accountwide and you scroll down and it'll show you which audiences your smart bidding is optimizing for. So you can already see what it's doing and then based on what it's doing, you can see if…
Escúchalo en el minuto 50:31
Superponer audiencias es zigzaguear, no repetir lo que ya dice la palabra clave
Investigación de mercado y clienteSi vendes software de gestion de clientes y aplicas la audiencia de gente en mercado para software de gestion de clientes, no consigues nada: ya lo estan buscando. Lo util es lo que la palabra clave no dice: si vendes a grandes cuentas, excluir a quien Google sabe que trabaja en una empresa pequena; si vendes lujo, excluir el segmento de compradores de bajo precio para dejar mas presupuesto a los de alto valor. Es…
you'll see an audience insight that it's like, "Oh, one of your top audiences is like fashionistas, okay?" And you're like, "Yeah, we're a fashion product, but we're a luxury fashion product, you know? So, I don't want to exclude that, but maybe I'll exclude value shoppers because there's an affinity segment for luxury shoppers and one for value shoppers, which is euphemism for like cheap shoppers." Um, and so, okay, maybe we will exclude someone who Google knows is a value shopper, so we don't serve ads to them, which leaves more budget for more higher value people. So, it's just about I…
Escúchalo en el minuto 51:33
Coge el presupuesto que el cliente pensaba gastar el dia de la venta y estiralo hacia atras
Canales de adquisiciónSu conversacion con el cliente empieza preguntando cuanto tenia pensado gastar en Black Friday, porque casi todos tienen una cifra en la cabeza. Luego coge esa misma cifra y solo le cambia el periodo: en vez de concentrarla en el dia, la reparte en las semanas previas, y despues ajusta al alza o a la baja con el analisis de datos.
>> Yeah. So, usually I'll start with with information from the client. So, like I I'll ask them, what did you have in mind to spend for Black Friday? Because most businesses will have an idea of what they wanted to spend and I will literally often just take that and then just move the time period of when I'm spending it. So, instead of their initial idea was, oh, on Black Friday I want to spend this. I'm like, "Okay, well, what we're going to do is we're going to take that and we're going to stretch it out. And then I'll do a little bit of data analysis to see if it's worth bumping up or…
Escúchalo en el minuto 5:26
Solo puede haber un KPI: no puedes pedir mas ingresos y mas retorno a la vez
Medición y experimentosJoey lo formula como regla: solo un indicador puede mandar. Pedir mas ingresos y mas retorno sobre la inversion a la vez es imposible porque funcionan como un balancin. Hay que sentarse con el cliente, explicar esa relacion y elegir uno solo (ingresos, retorno o coste por conversion); los demas quedan como secundarios, para ver que relacion tienen con el resto de la cuenta.
interesting point as well and and I think it's an important one to to bring up with clients often is that having that clear communication on what KPI matters at what time of year because one things I find is true. You can only have one KPI to hold true. You can't say I want more revenue and I want a higher rorowaz. there's got to be one primary objective and explaining the relationship between rorowaz and conversion value for example and how it's often a bit of a teeter totter and aligning on that like goal setting and I I find breaking it down as we can only have one goal and let's pick what…
Escúchalo en el minuto 33:13
Tener email montado te deja aflojar el objetivo de retorno en Google Ads
Medición y experimentosEl argumento con el que convence a los clientes de montar secuencias basicas de email no es el email: es que hacerlo permite relajar el objetivo de retorno sobre la inversion publicitaria, porque ya puedes confiar en que la recompra llegara despues. Google Ads es un solo punto de contacto que trae gente nueva, y eso solo compensa si esos compradores vuelven.
not my specialty. But I will say like you should look into getting some basic email sequences in place because doing so will enable us to loosen up the rorowaz a bit on Google ads because we'll feel more confident the repeat is coming later. So, I find that that's a you know, to make the Google ads work better because Google ads is just one touch point. It brings in new people. But to your point, that's only going to be worthwhile if those sale buyers, you know, come back again and again.
Escúchalo en el minuto 7:50
Un caso real de cliente cada dos semanas a 8.000 suscriptores, y cada envio trae trabajo
Retención y relación con el clienteTras hacerse viral en TikTok en 2021 monto lista de correo y lleva unas cincuenta versiones distintas. La actual, que ya dura un ano, es un caso real de Google Ads cada dos semanas a mas de 8.000 suscriptores: cual era el problema del cliente y como lo resolvieron. Cada envio le devuelve al menos un correo de alguien diciendo que ese es exactamente su problema y pidiendo ayuda. El mismo contenido ensena, retiene y…
>> and actually my own business, you know, I have as a solo business owner iterated many times over. Like from the moment I went viral on TikTok in 2021, I was like, I need an email list. Okay, I have an email now. And it's been through 50 iterations, but the current iteration has been around for the year where I share real life Google Ads case study every other week on my email newsletter. And it's so helpful for my business as well because in every issue I'm sharing like here's a real client of mine and what their problem was and how we solved it. And so it means every single issue I send…
Escúchalo en el minuto 9:23
Borrar todas las negativas de una cuenta heredada y ver que pasa
Canales de adquisiciónEn cuentas gestionadas durante mucho tiempo o que cambian de manos, lo que hace es vaciar la lista de negativas entera y volver a poner solo las veinte o cincuenta de siempre, del tipo gratis. Un cliente de bombas de bano tenia negativizados todos los nombres de la competencia porque daban por hecho que nadie que buscara una marca grande les compraria a ellos. Al quitarlos resulto que los terminos de competidor…
>> Yeah. And something that I've done with a few clients now is actually just like zeroing out the negatives. Like especially if they've been managing the account for a really long time or if the account changes hands like go to the negative keywords and just remove them all, you know, and then look, there's probably 20 to 50 >> that you want to put in there. your sort of standard negative, you know, the word free or related that fine. Um but otherwise, you know, yeah, just removing negatives alone can help an account relief. Like I have one client, they sell like um bath products and bath…
Escúchalo en el minuto 45:52
Si tienes que negativizar mas del 10% de tus terminos, el problema es otro
Canales de adquisiciónSu opinion, que reconoce impopular: con el seguimiento de conversiones bien puesto y la estrategia de puja correcta casi no hacen falta palabras negativas, porque el sistema aprende que convierte y que no. Un termino puede no valerte el 90% de las veces y aun asi haber circunstancias en que si. Antes aconsejaba revisar el informe de terminos cada semana y anadir negativas; ahora dice revisalo, pero si tienes que…
>> There's the learning part, right? And so that's you know I get it. Um at a smaller budget I can see it making sense. But I do think especially nowadays that a lot of folks are too liberal with negatives. And again I know that's not such a popular opinion but Andrew Lo really influenced my thinking on this as well. It's like, well, if you have the conversion tracking and if you have the right smart bidding strategy, then you actually don't need negative keywords because it will learn what converts for you and what doesn't. And like there's a certain search term that 90% of the time is not…
Escúchalo en el minuto 44:11
Mete en el contrato el poder crear paginas y poner el seguimiento, o no aceptes al cliente
Estrategia y decisiones de negocioMuchas agencias de servicios a domicilio (fontaneros, techadores, electricistas) se encuentran con clientes sin web o con una web pesima, y acaban montando una landing aparte que luego no genera confianza. Su consejo es resolverlo antes: que el alcance del trabajo incluya poder crear paginas nuevas y anadir el seguimiento de conversiones en la web del cliente. Si el cliente no te deja hacer eso, no lo aceptes…
guess another mistake I see oftentimes, I work with a lot of agencies who specialize in home services clients, you know, roofers, landscapers, plumbers, electricians, and so often those business owners don't have a website or have a terrible website. And so the agency's like, "Well, in order to be successful, I have to build this separate landing page thing because I can't do anything with the main landing page." Um, and so it's like yes, but kind of hurts them in that regard. So the advice I often give to some of my agency clients who fall into that scenario is like before taking on a client…
Escúchalo en el minuto 26:51
Tu estrategia de puja es como le dices a Google cual es tu objetivo
Canales de adquisiciónEl objetivo que eliges al crear la campana es inutil, dice ella; lo que de verdad comunica tu meta es la estrategia de puja. Dos campanas con palabras clave identicas y todo lo demas igual, una en maximizar conversiones y otra en CPA objetivo, pueden acabar apareciendo en consultas completamente distintas, con costes por clic distintos y tasas de clic distintas.
>> Yeah. Like literally your bid strategy is how you tell Google your goal, not your campaign goal when setting up. That's useless. No, like your bid strategy is how you tell Google your goal. And a lot of people don't think about it that way. So, it's like you can have two campaigns with identical keywords and identical identical everything, but if one is set to maximize conversions and one is set to target CPA, you could end up serving on totally different queries and have totally different CPCs and totally different CTRs. Um, and and
Escúchalo en el minuto 34:06
Mide el negocio, no el canal: empuja uno, no toques los otros y mira la cuenta del banco
Medición y experimentosAntes de hablar de herramientas, Joey dice que lo importante es mirar los datos de forma global. Cuando empujas Google o Meta le importa menos la atribucion de ese canal que si subio la cifra total del negocio. El metodo es simple: empujas un canal, no tocas los demas y miras a un mes si crecio la facturacion. Se puede hacer a mano: abrir Shopify, meter los numeros en una hoja de calculo y anadir los de cada canal.
>> Yeah. So even before going to the tools I think it's helpful for every business to monitor their data holistically. Right. If you push Google ads or you push meta, I'm less concerned about the attribution that's attributed to that channel, more about how did it lift the overall business numbers, especially in like an ecom percentage in a in an ecom context. I like to see how did your bank account increase when either channel gets pushed, right? So, I like to look at things holistically and comparing things over time. So if you push one channel, don't touch the other ones and just see…
Escúchalo en el minuto 16:44
Ajustes de puja en Microsoft: subir el pedido medio y apagar el fin de semana
Medición y experimentosCon la empresa de camisetas personalizadas hizo dos cosas en Microsoft. Una, ajustes de puja hacia audiencias de empresa (empleadores de cierto tamano, gente que pidio un prestamo de negocio) sin segmentar ni excluir nada, y el presupuesto empezo a gravitar hacia ahi, con lo que subio el valor medio del pedido, porque una empresa pide muchas camisetas y un particular una. Dos, el algoritmo seguia gastando lo mismo…
And um I have an example back related to the t-shirt company where we have two scenarios that we needed to we wanted to do bid adjustments with. One, they want to focus more on like businesses because they sell to direct to consumer custom t-shirts and also businesses custom t-shirts. We didn't necessarily want to just like segment and exclude and do all these things to say okay serve these ads to business owners and these ads to small order direct to consumer. So we just created the bid adjustments for um uh people who I forget the exact language of it but it's like um employers of a certain…
Escúchalo en el minuto 55:26
Cuanto puedes escalar lo decide la distancia a tu linea de rentabilidad
Medición y experimentosCompara el retorno sobre la inversion publicitaria actual con el retorno de equilibrio, que se calcula a partir de los margenes reales del negocio. Cuanto mayor sea el hueco entre ambos, mas se puede escalar. Si la cuenta esta pegada a su umbral de rentabilidad, no hay margen para gastar de mas por muy buena epoca que sea.
And what I'll typically do is look at last year's data and the previous year's data and the previous period's data, like the current data, and I'll more or less evaluate what our current return on ad spend is, and compare it to what the benchmark return on ad spend profitability line is. So, this requires a little bit of of math that's based off of the business numbers, right? What their profit margins are. Um, what yeah, and in evaluating just what their baseline of profitability is. And the bigger the wiggle room is there, the more we can kind of scale. If they're really close to their…
Escúchalo en el minuto 5:57
Cuidado con la atribucion por visualizacion: es la que hace que todo parezca funcionar
Medición y experimentosMuchas plataformas replican lo que hace Facebook: si alguien convirtio de forma organica pero vio tu anuncio, se apuntan la conversion. Eso es modelado por visualizacion y es la razon de que ciertas plataformas se vean estupendas en algunas herramientas. Triple Whale lo hace; Northbeam tiene un interruptor para pasar a solo clic, que es lo que a Joey le gusta de ella; Ad Beacon es solo clic. Con ese sesgo encima, el…
rules them all. But I will say one thing, be careful of viewbased attribution. There's a lot of view modeling that's done similar to what Facebook does where it steals a lot of its attribution because it says, "Oh, someone who converted, let's say organically, saw our ad." So we take attribution. A lot of these platforms basically will replicate that with view-based modeling. That's what triple whale does. That's why triple whale can often make certain platforms look really good. Northbeam has a toggle where you can do view-based or just clickbased. That's what I like about it. And then um ad…
Escúchalo en el minuto 18:47
Canales de adquisiciónEl trabajo de Black Friday se hace en las semanas previas; el dia de la promocion Joey esta casi con las manos fuera porque ya esta todo hecho. La mentalidad es cebar la tuberia de clientes nuevos a los que luego les ofreceras la promocion, en vez de subir el gasto justo cuando llega la venta.
days in Google Ads? Yeah, you know, the time before Black Friday is really where work. I find actually Black Friday itself, like the time of the sale is when it's a little bit I personally find it to be almost a little bit more hands-off cuz the work is really done before. So, this time of year, I am really planning how I'm doing my scaling because I typically scale before the sale. I like to have the mindset of priming the pipeline of new customers that you're then going to offer the promotion to, right? Not necessarily cranking up spend at the time of sale.
Escúchalo en el minuto 1:48
El mejor mes de retorno de la historia fue un mes terrible para la clienta
Medición y experimentosLlevaban meses trabajando para subir el retorno sobre la inversion publicitaria y lo lograron: el mejor dato de siempre. La clienta dijo que habia sido un mes horrible, porque los ingresos habian caido un 20%. Y era coherente: al apretar el retorno te quedas con la bolsa de gente mas rentable, que es mas pequena. Mismos datos, lecturas opuestas, porque funcionar bien significaba cosas distintas para cada uno. Cuando…
>> It reminds me actually there was a client I work with who um had what I thought was a really great month because rorowaz was higher than it had ever been like above, you know, everybody was like, "Oh my gosh, this month's been amazing." And then she was like, "What do you mean? This month was terrible." [laughter] >> And so in my mind, we had been working for months to try to improve rorowaz and we had. So it was a success. But in her mind, that was a month where she usually saw a lot more revenue and revenue was down by like 20%. >> And so was up. >> Rorowz was up, which makes sense…
Escúchalo en el minuto 31:47
Como meter audiencias sin romper la campana
Canales de adquisiciónQuienes mas necesitan esto son los presupuestos pequenos: con presupuesto grande, amplia y puja inteligente ya lo hace el sistema. Lo normal es trabajar dentro de la misma campana, excluyendo audiencias, o creando un grupo de anuncios aparte para las palabras mas genericas que solo se active si la persona ya visito tu web, si Google sabe que trabaja en una empresa grande o si es propietaria de vivienda. Lo que no…
>> Yeah, the people who do this most tend to be smaller budgets because if you have a larger budget like you have broad match and you have smart bidding and and you don't need to do like it's doing this you know for you. Um so because it's usually smaller budget we'll usually do it within the same campaign either excluding audiences or we can create separate ad groups that only target certain audiences. Um but we don't want to create you know you don't want to take it too far where you have like tons of different ad groups with duplicative keywords and a slightly different audience. like…
Escúchalo en el minuto 53:48
Discrepan sobre como pujar en campanas de marca
Canales de adquisiciónJyll prefiere puja inteligente por objetivo tambien en marca: ha visto campanas de marca fallar con CPC manual porque el manual le dice a Google que tu objetivo son clics baratos, y eso la empareja con variantes cercanas; poner un retorno objetivo del 500% cambia por completo las consultas en que apareces. Joey esta en el campo contrario: en una campana de marca con concordancia exacta la intencion es practicamente…
even like with brand bidding, you know, I'm someone who advocates for um target- based smart bidding in brand campaigns. I know I'll be curious to hear what camp you're in for that. by which my target CP or target rorowes even for branded search and it's because I've seen a branded search campaign on manual CPC not doing well because manual CPC tells Google my goal is cheap clicks and while your brand CPCs should be cheap like that leads it to match to different kinds of queries with close various versus switching a brand campaign to target rorowaz of five 500% tells Google like my goal is to…
Escúchalo en el minuto 34:39
Los ajustes de puja no funcionan con puja inteligente en Google, pero si en Microsoft
Canales de adquisiciónEn Google, con puja inteligente los ajustes de puja se ignoran. La unica excepcion que ella recuerda es con CPA objetivo y ajuste por dispositivo, y ni siquiera excluye: lo que hace es cambiar el CPA objetivo de ese dispositivo (un CPA de 10 dolares con un ajuste del 50% al alza en movil pasa a ser de 15 en movil). En Microsoft, en cambio, los ajustes si funcionan con puja inteligente y le dicen al algoritmo hacia…
Yeah. I love that. And on the heels of talking about using these audiences for bidding. So, in this context, it works on Google because you're including or excluding. We know there's a bit of a debate on on if bid adjustments work in audiences in Google ads because they give us the column but they explicitly say it doesn't do much. to learn about that. But to clarify, no bid adjustments with smart bidding do not work at all in Google Ads. The only one that does is I'm doing this off the top of my head, so fact check me if you need to in the Google Ads help center, but I believe it is with…
Escúchalo en el minuto 54:54
Una buena campana de Google Ads no arregla un mix de marketing roto
Retención y relación con el clienteAunque le contraten por Google Ads, una de sus primeras preguntas es como esta el email marketing, y muchos clientes se quedan en blanco. Si no hay ninguna estrategia para la segunda y la tercera compra, ella no se mete a montarla porque no es su especialidad, pero avisa de que hay que resolverlo. Joey lo dice mas fuerte: si un cliente no tiene email fuerte, esa es su prioridad, porque una gran campana no salva un…
>> It's a great point and I find especially with some of the smaller clients I work with, even though I am a Google Ads coach and they're coming to me for help with Google Ads, one of my number one questions I ask is, "What does your email marketing look like?" >> And they kind of look at me blankly. I'm like fine, you know, but email marketing, it's not the only way to drive lifetime value. But like after the first purchase, you know, how do you follow up with people? How do you get the second purchase? How do you get the third purchase? If there's no strategy in place there, I'm not going…
Escúchalo en el minuto 7:21
En rebajas no ganas con el primer pedido: el LTV decide cuanto escalas
Medición y experimentosDurante una promocion el retorno no va a ser bueno porque el descuento se come el margen, asi que lo que se esta comprando es el cliente que repite. Si el negocio tiene buen valor de vida del cliente se puede escalar mas; si el producto se compra una vez cada dos o tres anos, no conviene escalar mucho. Lo que hay que calcular es el coste de adquirir un cliente nuevo contra ese valor de vida.
the more we can scale. And then the last thing I like to to really consider is customer lifetime value. So during a sale, you don't really make great return on ad spend because the profit margins taking a hit. So we're really banking on repeat customers. So if they have a good customer lifetime value, we can scale a little bit more. If it's one of those items that only is purchased once out of in two or three years, we probably shouldn't scale all that much. So, that's a a huge consideration factor is calculating the the cost to acquire a new customer and considering LTV.
Escúchalo en el minuto 6:43
Canales de adquisiciónLo que finalmente estan haciendo sus clientes pequenos de ecommerce es lanzar una campana de Demand Gen en octubre, no la semana antes de Black Friday, con una audiencia muy acotada. Ella prefiere hacerla sin feed de productos: el objetivo es construir notoriedad en esa audiencia concreta para que cuando llegue la avalancha de noviembre ya te conozcan.
tricky. And so I noticed with some of my like really small business like ecom clients, um something that a few of them have been doing this year that we've like talked about for a few years and they're finally doing is like we launched a demand genen campaign in October. You know what I mean? Instead of the week before Black Friday with like a very narrow audience, >> not feedbased. I'll be curious to get your take on that in a sec. But with demand genen, I actually prefer to do it without a product feed rather than with a product feed. and just trying to build awareness among that really…
Escúchalo en el minuto 3:07
Medir la tolerancia al riesgo del cliente antes de proponerle escalar
Estrategia y decisiones de negocioNunca dice dobla tu inversion. La pregunta que hace es cuanto te sientes comodo gastando antes de la venta sabiendo que en ese periodo no vas a ser rentable. Escalar antes de una promocion no hace subir el retorno: la gente esta guardando el dinero esperando el descuento, y eso hay que decirlo por adelantado.
much as the client is comfortable. Now, a lot of that also has to do with gauging the client's level of risk tolerance. I never like to suggest, oh yeah, you should double your spend right now. It's like no, how comfortable how comfortable are you spending before the sale with a known lack of profitability in this time, right? It's not like we're going to scale spend and you're going to see rorowaz increase. This time of year is typically people are holding on to their dollars, right? So that's a big part of it too is is really measuring the risk tolerance.
Escúchalo en el minuto 4:40
El oficio hoy es ser menos proactivo y mas reactivo
Canales de adquisiciónJoey lo resume asi: al entrar en una cuenta la tentacion es ser proactivo y decidir por adelantado que conoces a tu publico y como se comporta. Su recomendacion es la contraria: dejar las cosas abiertas y reaccionar al dato. No hipersegmentar, no meter listas de negativas por lo que uno cree saber. Reaccionar en vez de anticipar.
>> Yeah. It's kind of like that concept. I find nowadays our job is it's about being less proactive and being more reactive, right? When you go into account, you try to be proactive and think, "Oh, I know my audience. I know how this it's like, no, no, let's let things be open and then react to the data. Let's not hyper segment. Let's not add in these negative keyword lists that you, you know, it's like no, be reactive instead of proactive." That said, I do
Escúchalo en el minuto 47:00
ConversiónJoey es abiertamente contrario a las paginas de aterrizaje fuera de la web disenadas solo para convertir. Su razon: el clic en el anuncio es el momento de ganarse la confianza, y si mandas a alguien a una pagina sin navegacion hacia el resto del negocio, no puede comprobar quien eres, algo critico si vas a entrar en su casa a hacer una reparacion. El objetivo no es convertirle: es ganarse su confianza para poder…
>> Oh, this is juicy. I love answering this question because I get it a lot. So, and I I'm very like bullish on this. I personally do not like landing pages, pages that are off of the website that are designed to convert. Um, and my reason for that is when someone's clicking on an ad and going to your business. This is the moment where we they need to build trust in your business. So, if you're a service-based business, for example, and you send someone to a page that doesn't have any like navigation to the rest of your business for them to vet you, to trust you coming into their uh home…
Escúchalo en el minuto 24:01
La ficha de producto estandar no esta hecha para trafico frio
ConversiónEn ecommerce, mandar el anuncio a la ficha del producto es mejor que mandarlo a la portada, y ella pone el ejemplo de un cliente que vende arena para gatos. Pero la ficha estandar de Shopify es imagen, producto, precio y ya: no trae prueba social arriba ni una explicacion. Para trafico frio, aunque venga de una busqueda de fondo de embudo, conviene una pagina que primero caliente un poco.
And yes, and some of the mistakes I see around that are, let's say you're an e-commerce business, um you can send people straight to the product page. Like an example, last week I had a coaching client who sells cat litter. So, when people are searching for that, they land straight on the product page. better than nothing, right? Better than the homepage. But the issue as well is that product page, it's like the standard Shopify product page, you know, it doesn't have some of the things you might want on it, like, you know, social proof at the top or a bit of an explanation. It's just like…
Escúchalo en el minuto 26:01
A las agencias no las despiden por malos resultados, las despiden por mala comunicacion
Estrategia y decisiones de negocioSu observacion, que reconoce como impopular, viene de trabajar tanto con clientes que despidieron agencias como con agencias que temen serlo. Una agencia que gestiona mal pero responde rapido y comunica recibe muchas oportunidades. Una agencia excelente cuya cuenta va objetivamente bien, pero cuyo cliente no siente que vaya bien, se queda fuera. En esas situaciones los sentimientos pesan mas que los hechos.
>> Yeah, you have to be. I mean, I have a post going live later this week on LinkedIn, but again, it's something I said many times before is that like the agencies that get fired don't get fired because of poor Google Ads results. They get fired because of poor communication and expectation management. And so like there could be an agency who like actually is terrible at managing Google ads but is very responsive and communicative and whatever and will be given like a ton of chances by you know what I mean and then there are other ones I see who like they're so good at Google ads and know…
Escúchalo en el minuto 30:03
Con puja manual pujas por palabra clave; con puja inteligente, por consulta
Canales de adquisiciónEs la diferencia que ella dice haber entendido solo al documentarse para su segundo libro, despues de mas de una decada en Google Ads. Con puja manual fijas la puja de una palabra clave y esa palabra lleva la misma puja en todas las subastas. La puja inteligente ajusta segun la consulta concreta del usuario: una palabra en concordancia exacta con tu marca puede casar con cien consultas distintas (variantes, faltas…
stuff right now um the key difference is you know we know smart bidding takes more signals into account than manual or even maximize clicks and one of the biggest differences that I only learned when researching this book even though I've been doing Google ads more than a decade is that um when you are bidding manually, you are bidding by keyword, right? Like you can change your bids by the keyword and then that keyword has the same bid in every auction. Whereas smart bidding adjusts your bids according to the user's query. >> So for example, the exact match keyword to your brand name could…
Escúchalo en el minuto 38:44
Sin seguimiento de conversiones, Google Ads no puede funcionar
Medición y experimentosLos dos coinciden sin matices: salvo casos muy raros, si no hay seguimiento de conversiones instalado, Google Ads no puede dar resultado haga uno lo que haga. Es la condicion previa a cualquier otra decision de cuenta.
So um yeah. No, but I agree with you. you know like if you don't have conversion tracking then Google ads can't be su I of course there are French cases but for most people if you don't have conversion tracking then Google ads can't be successful no matter what.
Escúchalo en el minuto 28:32
Acuerdos de marca solo con herramientas que ya conoce de primera mano
Marca y posicionamientoSu regla para aceptar patrocinios es que solo firma con empresas con las que ya esta familiarizada. Con la herramienta de medicion en servidor que acaba de anunciar, lo que la convencio fue tener un cliente de coaching usandola con buenos resultados: cuando le escribieron, ya sabia de que hablaban. Es el filtro que le permite recomendar sin quemar la credibilidad.
terms of tracking, I just started a brand deal today with Stape. I posted >> Yeah. I um I only do brand deals with companies who like I'm already familiar with them. So, I have a coaching client who uses Stape and seen great results. When I reached out, I was like, "Oh, something I actually use. Yeah, we can do a deal about that."
Escúchalo en el minuto 16:07
Donde aprende de verdad la puja inteligente: la estrategia y la accion de conversion
Canales de adquisiciónEl aprendizaje ocurre a nivel de estrategia de puja: si una campana tiene la suya, ese aprendizaje se queda ahi. Con una estrategia de cartera, que da presupuesto y puja compartidos a varias campanas, en la practica las has convertido en una sola sin tener que reorganizar la cuenta, y ella las usa cada vez mas. Hay ademas aprendizaje a nivel de accion de conversion: si tienes una accion de formulario y otra de…
you know, but in terms of actual like data sharing, bidding learns at the bid strategy level. So, like if a campaign has its own bid strategy, then that bidding learning is just there. If you're on a portfolio bid strategy, which I'm using more and more with clients these days, it's like if you have multiple campaigns and you give them a shared budget and a shared bid strategy, you've effectively made them one campaign without having to do a reorganization. Um, but there's also learning that happens at the conversion action level. So if you have like a form fill conversion action and a phone…
Escúchalo en el minuto 39:46
Separar shopping de marca y shopping sin marca, ahora con inclusiones de marca
Canales de adquisiciónEl apano historico para hacer shopping de marca era poner un retorno objetivo altisimo o montar un script de palabras negativas. Ahora las inclusiones de marca estan llegando a mas tipos de campana, incluida shopping, y te dejan al 80% del resultado siempre que tu marca no sea muy generica. Joey ha visto funcionar la separacion entre una shopping de marca y otra sin marca en cuentas que reciben mucho trafico de…
>> Yeah. And now we have brand inclusions rolling out to more campaign types. I saw shopping has brand. So if you want to do like branded shopping, which again the workaround for branded shopping was always setting a really high rorowaz or having a negative keyword script. Now it's like yes >> you can do brand inclusion which will get you 80% of the way there assuming you don't have a very generic brand name >> right and yeah I have seen success in accounts by setting a branded standard shopping campaign and then a non-branded standard shopping campaign for those accounts that just get a lot…
Escúchalo en el minuto 42:03
No tengas verguenza de repetir lo basico
Estrategia de contenidosElla lleva dicho cien veces que en una campana de busqueda no quieres anunciarte en la red de display, y cada vez alguien responde que no lo sabia. Joey lo confirma desde el otro lado: como oyente consume tanto contenido que algo que ya escucho cien veces le vuelve a servir porque ahora si encaja con un cliente que tiene delante. La conclusion de los dos es que quien lleva anos en el oficio no deberia dejar de…
what what resonates with folks and also to show the gaps of like um you know I feel like I have said a hundred times like when you have a search campaign you don't want to be advertising on the display network but still every time I say that someone's like oh wow I didn't know that that's so helpful and so like as someone who creates content that kind of feedback as well it's like just because I've said it a hundred times it doesn't mean that person who needs to hear it today, you know, has heard the message >> or even like as um someone who like as a something that I've heard, something I've…
Escúchalo en el minuto 11:09
La excepcion: en sectores enormes el algoritmo se pasa de largo por muchos anos que lleves
Canales de adquisiciónJoey tiene un cliente de camisetas personalizadas, un sector gigantesco, con quince anos de historial en la cuenta, y el algoritmo sigue sacandoles por camiseta con purpurina, que no venden. Ahi si hay que ser estricto con las negativas. Le pasa lo mismo con empresas de software: el conjunto de busquedas es tan grande que Google duda de donde encajarte.
instead of proactive." That said, I do find the one case when search terms can be a bit volatile is when you're in like a really big industry. Like I'll give you an example. I have a client that sells custom t-shirts. And t-shirts are a very big industry where no matter how much historical data we have, no matter how tight Yeah. no matter what, we are going to show up for wild search terms for things that they don't apply to them. So in in this case, like in cases like that, you got to be a little bit more selective. Um because I find the algorithm is is just a little bit too overreaching…
Escúchalo en el minuto 47:23
Performance Max con retorno de 0,2 en pantalla y ventas record en Shopify
Medición y experimentosUna clienta insistio en probar Performance Max para una categoria que nunca habia funcionado en shopping estandar, en verano y sin ninguna otra accion de marketing. El primer mes el retorno dentro de Google Ads fue horrible, de 0,2 o 0,3, mientras que en Shopify y en Analytics tuvo ventas record de esos productos: dos o tres veces mas que el mes anterior y que el mismo mes del ano pasado. El mes tres el retorno…
one business I work with, a business owner. She's been my client for years, and um she has a few different like categories of product she sells, and there's one category of product that just never did well on standard shop. we could just never make it work, you know. And she listened to one of my podcast episodes where I talked about Pmax and she was like, Joe, should we try Pmax was like, sure. So, we give PAX a try just for these few SKs that she wasn't advertising anywhere else. It was over the summer. She was doing no other marketing, no email, no nothing. And for the first month, rorowaz…
Escúchalo en el minuto 19:49
Un script gratuito para convertir shopping en campana de marca
Canales de adquisiciónJoey usa un script gratuito y facil de manejar al que le das tu marca y que anade automaticamente como negativa cualquier termino que no encaje con lo que has definido, por clic o incluso por impresion. Avisa de que se puede desmadrar: a veces miles de negativas al dia y listas nuevas constantemente. Combinado con un retorno objetivo muy alto, en unos dias o semanas la campana se ha convertido en una campana de…
>> Jerry Ray? >> Well, you actually you said it ex you said it exactly the way that I do it. I do a negative keyword script. I like to use Shabba io. Um it's a free script that's really userfriendly. the maker of it is really interactive on LinkedIn to ask questions. So, I'll do that. And what that does is you basically give the script your brand name and it will automatically add a negative keyword for any click or impression if you want that doesn't match what you set it to. Now, this can get a little wild where sometimes you'll get like thousands of negatives a day and you have to create…
Escúchalo en el minuto 42:55
Demand Gen se ha comido sus campanas de remarketing
Canales de adquisiciónJoey usa Demand Gen mucho, y sobre todo para remarketing, porque ahi si puedes dirigirte a audiencias concretas, al contrario que Performance Max, donde todo son senales. Para promocionar producto con feed prefiere seguir con shopping estandar.
>> Yeah, I've definitely been using demand genen a lot. And to be honest, I've also been using it for remarketing a lot. It's because I love that you can actually do targeted audiences as opposed to it's not like Pmax where it's just all signals. So, it's taken over my remarketing campaigns, but for general I also, to be honest, have been doing less feedbased demand genen campaigns. when it comes to promoting the products with the feed, I just like to go for shopping, standard shopping. I'm a bit of a traditionalist there. Um, so most
Escúchalo en el minuto 3:52
La squeeze page se invento para lead magnets, no para fondo de embudo
ConversiónSu tesis es que la pagina de captura tenia un proposito concreto: display o video hacia gente que no te conoce, ofrecerle un contenido valioso (las diez cosas a tener en cuenta si vas a comprar casa, descarga el PDF) y meterla en una secuencia. Para eso funciona. Lo que ha pasado es que el mundo del PPC la adopto para campanas de fondo de embudo, donde no encaja.
them. And I feel like the whole squeeze page thing like these landing pages that are designed to squeeze them into a conversion were used in a different context that PPCers have adopted to use wrong. Right? And I think their their main purpose was to be used for lead magnets. A lead magnet is when you are using ads, usually display or video to offer a valuable piece of content to somebody who doesn't even know who you are. They're not searching for you. It's, oh, you're interested in real estate. Here are the top 10 things to consider. Um, download this PDF to get the answers. Then they go…
Escúchalo en el minuto 24:54
Marca en concordancia amplia solo funciona si la puja es por objetivo
Canales de adquisiciónQuien aprende Google Ads hoy directamente de Google solo usa concordancia amplia, porque es lo unico que le han ensenado. Lo interesante, dice ella, es que una campana de marca en amplia con CPC manual deja de ser de marca; pero con puja por objetivo, tras un par de conversiones de aprendizaje, el informe de terminos de busqueda vuelve a ser todo marca.
>> So question for you then. When you run a brand campaign with smart bidding, do you go broad match or do you stick to exact match? I won't choose that generally, but I have seen that usually against someone who I'm not even just going to say a business owner. If you're someone who's learning Google ads today from Google, you're going to only use broad match. Like that's how newer practitioners because that's all they've ever learned. So what's interesting, if you do broad match brand on manual CPC, it's not going to be a brand campaign. But if you do broad match on target- based bidding…
Escúchalo en el minuto 40:34
El cliente que mira el historial de cambios no es tu cliente
Estrategia y decisiones de negocioHay clientes que revisan el historial de cambios de la cuenta para comprobar si les esta rindiendo el dinero. El problema es que si una campana va bien lo correcto es no tocarla, y eso no significa que no se este vigilando. Quien mide el trabajo por el numero de cambios no es el cliente adecuado para la mayoria de profesionales.
they don't feel um like for example, you know, some clients will just like check the change history to see what's happening. >> And it's like if a campaign is doing really well, we don't want to change it. It doesn't mean they're not doing any you monitoring and all kinds of stuff, but like a client who's going to monitor change history to know if they're getting their money's worth is not the right client for a lot of folks, you
Escúchalo en el minuto 30:45
Las herramientas de atribucion que usa, con su precio y para quien
Medición y experimentosNorthbeam es de sus favoritas pero arranca en unos tres mil dolares al mes, asi que solo la recomienda para cierto tipo de cliente. Ad Beacon es mucho mas asequible y trae un conjunto de herramientas para trocear los datos por producto. Y usa Optimizer no por atribucion, sino porque su cuenta de gestion reune todas las cuentas de Google y de Microsoft en una vista de la que exporta a una hoja. No hay una plataforma…
but in terms of using platforms to pull it, um, Northbeam has been one of my favorites, though it's expensive. It's like three grand a month to start, which is for only a certain client type. So, I don't recommend that to everybody. Um, but it is really a good platform. Um, I've been using Ad Beacon recently. Uh, much more affordable. Um, a whole suite of other tools that allows you to kind of slice and dice your products and see work too. And I'll be honest, I do like Optimizer for not that they necessarily do that, but it it can be a platform where you your MCC has all of your accounts in…
Escúchalo en el minuto 17:37
Dejar que Performance Max sea tu campana de marca
Canales de adquisiciónUn cliente tenia campana de busqueda de marca y ademas una Performance Max que solo estaba sirviendo marca. Los costes por clic en la PMax eran mucho mas bajos y la conversion mucho mejor: estaba haciendo el trabajo de marca mejor que la de busqueda. Apagaron la de busqueda y dejaron que PMax hiciera de campana de marca, poniendo un retorno objetivo muy alto para que solo pasara fondo de embudo y remarketing. Su…
but I've seen that I've even seen there was one situation for a client where they had like a branded search campaign >> and they had Pmax and Pmax was only doing brand and for whatever reason like the CPCs in the Pax were way lower and the conversion rate there was like way like Pmax was just doing a better job on the brand than search was. And so I was like then let Pmax do it. Let's turn off the search >> and have this be a PMAX branded campaign. And by setting the rorowaz really high such that only lowfunnel remarketing or brand could go through here. It's going to do that. And so again…
Escúchalo en el minuto 41:19
Medición y experimentosLos numeros de Google Ads, los de Google Analytics y los de Shopify no coinciden y ninguno es el bueno. Todos estan un poco equivocados, y lo estan de maneras diferentes. Aceptar eso es lo que obliga a mirar fuera de la plataforma para saber que esta pasando de verdad.
that like, >> you know, the numbers you see in Google Ads, in Google Analytics, in Shopify, even like none of them are right. Everything's a little bit wrong. They're just all a little bit wrong in different ways. And so, I love what you said about just looking outside the platform because it's so true. Like, there's this
Escúchalo en el minuto 19:32
Descarto hacer audiolibro porque supuso que nadie lo querria, y se equivoco
Estrategia de contenidosPenso en sacar su libro en audio y lo descarto convencida de que nadie lo pediria. Ha recibido tantas peticiones que le sorprendio, entre ellas la de Joey, que con un hijo recien nacido ya no lee en papel. Para el segundo libro habra audiolibro desde el principio, y tambien para la segunda edicion del primero en 2027.
>> Oh, yeah. Yeah, that's right. I have a new son, so I'm not really reading hard coverver books, like hard copy books anymore. And I was waiting for the audio the audio book. >> I know. I know. I'm I've received so many requests from the audio book, which shocked me. Like I thought about releasing an audiobook and I was like, no one's going to want that. I've received so many requests for it. So, for my second book when it comes out, I will do an audio book as well. Um, and then when I do the second edition of this book, which will be in 2027, then I will do an audio book for that. But
Escúchalo en el minuto 48:56
El ROI de 36x del email no cuenta como llego esa gente a la lista
Medición y experimentosSu manida particular es el dato de que el email rinde 36 veces lo invertido y es el canal mas rentable. La pregunta que falta es como acabo esa persona en tu lista: alguien la trajo. Anade que Klaviyo tiende a inflar sus numeros, aunque Google tambien lo hace: todas las plataformas se atribuyen de mas.
>> My pet peeve though is when email marketers are like, "Oh, the ROI on email marketing is like 36x and it's the most profitable channel." And I'm like, "Yeah, but how did they get there? >> How did they get on your email?" You >> Clavio has a tendency to really inflate their numbers. But hey, Google does too. Let's be every platform has a little bit of a
Escúchalo en el minuto 9:00
La landing para controlar las conversiones es a veces una excusa para facturarla
ConversiónJoey recibe clientes que vienen de agencias que les dijeron que habia que construir una pagina de aterrizaje para poder medir las conversiones y controlar el embudo. Es cierto que asi controlas el 100% de las conversiones, pero eso mismo se puede hacer desde la propia web. Sospecha que muchas veces es una excusa para cobrar la construccion de la pagina.
worked on. Um, but yeah, I definitely see a lot of times I'll get clients that will come from agencies who suggested, oh, we needed to build a landing page so we can track conversions so they can control the conversion funnel. And that I find is is true in the sense that you do get to control 100% of the conversions, but you could also just do that from the website. So I find it's a bit of an excuse they use to bill you for building a page because usually it will still be something they charge for.
Escúchalo en el minuto 28:04
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