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In the Zone with Amalia Fowler and Jyll Saskin Gales

29 ideas de marketing sacadas de «In the Zone with Amalia Fowler and Jyll Saskin Gales», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de medición y…

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De qué habla

Las 29 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 29 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.

Entra a conversaciones que ya existen antes de abrir las tuyas

Estrategia de contenidos

Cuando publicar propio resulta abrumador, la via de entrada es sumarse a lo que ya se esta hablando. La analogia: en una cena de desconocidos nadie camina al centro de la sala a anunciar que monto una agencia; te acercas a un grupo que ya conversa, escuchas, aportas tu parte y quedas para la proxima. En la practica es comentar publicaciones ajenas, republicar anadiendo tu opinion y, en video, responder o continuar…

>> Well, as well, I know like getting started with content creation can feel very overwhelming. And so the advice I give to as well if you're starting your own marketing agency or your own business or whatever and you want to create clients but the idea of like just posting on LinkedIn or just starting a YouTube channel feels like way too overwhelming then I always say like join existing conversations before starting new ones. And the analogy is like if you were to show up at a dinner party full of strangers you wouldn't just walk to the center of the room and be like hello I'm Jill Saskin…

Escúchalo en el minuto 30:34

Filtro de oportunidades: dos de tres entre divertido, muy rentable y algo que aprender

Estrategia y decisiones de negocio

El criterio que adopto de otra profesional para decidir que aceptar: una oportunidad tiene que cumplir dos de estas tres condiciones, ser divertida, dejar mucho dinero, o ser algo nuevo donde se aprende. Si es divertida y ademas aprende, a veces lo hace gratis (una charla, hablar con estudiantes); si es divertida y paga bien, tambien; lo ideal es que sean las tres. Es el filtro que le permite decir que no sin…

I think it was Kirsty Halls who said like opportunities have to be two of three things for her. They have to be fun. They have to make her a lot of money or it has to be something new where she's going to learn something. And I have taken that advice where I can't remember where I saw it from her, but her stuff's amazing where I it's got to be two of the two of the three things. So, if it's fun and I'm going to learn something, sometimes I do something for free. Even though like not work in an account, but like a speaking opportunity or going to talk to students. If it's fun and I'm going to…

Escúchalo en el minuto 43:24

Invita un cafe, no pidas mentoria: como acercarse a alguien del sector

Estrategia y decisiones de negocio

Para quien empieza: busca a alguien que ya haga el negocio que quieres montar y preguntale si puedes invitarle un cafe, incluso en linea con una tarjeta de regalo de diez dolares; hay dueños de agencia que se sientan veinte minutos por eso. Lo que no funciona es el mensaje que exige: pedir a alguien que sea tu mentor es pedirle mucho trabajo. La formula que si obtiene respuesta menciona que contenido suyo…

>> Very true, Danny. Um, but if you're just starting, like find someone who operates a business similar to the one that you want to do and ask if you can buy them a coffee. That's it. Like even online, you can send someone a $10 Starbucks gift card electronically. And like I know I can think of four or five different agency owners who would be happy to sit down for 20 minutes. You're buying them a coffee to have that conversation. And don't be afraid to reach out to those people. Like we said, >> Yeah. I think how you ask and how you approach >> matters a lot. Like I've definitely gotten DMs…

Escúchalo en el minuto 32:45

Concordancia del mensaje: consulta, palabra clave, anuncio y pagina tienen que decir lo mismo

Conversión

Lo que ensena en clase y aplica al auditar es que la consulta, la palabra clave, el anuncio y la pagina de destino funcionen como una sola cadena, y eso no va a cambiar nunca. En una auditoria reciente todos los ajustes de la cuenta estaban perfectos y aun asi el problema estaba ahi: el CTR y la cuota de impresiones de busqueda delataban el desajuste entre palabra clave y anuncio, y la tasa de conversion del sitio…

emphasize so much that message match. Like everything from your qu the query to the keyword to the ad to the landing page has to work together and that will never change. That will never change. Um and the audit I was finishing yesterday that was their main issue. It's like you everything else was great. Everything for once all the settings in the account were set up perfectly. Um, and so I was worried that I wasn't going to have anything to say to this this person, but it was very clear from the click-through rate on in the account, from the search impression share in the account that…

Escúchalo en el minuto 24:13

No estrenes las novedades de la plataforma con el presupuesto de un cliente pequeno

Medición y experimentos

Su politica es dejar que otros prueben primero cada novedad, sobre todo las dirigidas a negocios pequenos y a captacion de contactos, porque para esos anunciantes la cuenta es critica para el negocio y no corresponde gastarles cincuenta dolares al dia en experimentos. Espera a que las agencias con cientos de cuentas y las herramientas con acceso a datos agregados publiquen sus conclusiones y recien entonces decide…

And I am so one of the one of the I guess hang-ups from my like anti- Google era and definitely something where I'm in the more control end of the spectrum is whenever Google puts out anything new, especially for small businesses, especially for lead genen, I let everyone else figure it out first. I'm not testing AIAX. I'm not testing like I didn't do it with PMAX either. I'm not testing my clients $50 a day on these newer things because so often the ad account is crucial to their business. And I feel like where someone an agency that has hundreds of accounts or something like you know…

Escúchalo en el minuto 55:44

Lo que sigue siendo tuyo: el seguimiento de conversiones y la estrategia de puja

Medición y experimentos

Por mucha automatizacion que haya, el seguimiento de conversiones y la estrategia de puja los controla el anunciante, y no han cambiado en al menos cinco anos. Ninguna campana automatica funciona si se elige la estrategia de puja equivocada, ni si se elige la correcta apuntando a las acciones de conversion equivocadas. La regla es basura entra, basura sale: si le das mala informacion, el sistema no puede hacer su…

>> Um, and even I would say something like your conversion tracking and your bid strategy, like you control those. things haven't really changed for the last five years at least, I'll call it. But I know you see this too, Molly. number of small business owners we'll meet who like don't have conversion tracking properly set up or you know don't have the bid strategy that's suited to their goals like all the AI max in the world can't succeed if you choose the wrong bid strategy or if you choose the right bid strategy and the wrong conversion actions we don't know. Um but there's still that…

Escúchalo en el minuto 54:21

Responder los correos a tiempo ya te distingue de la competencia

Retención y relación con el cliente

Preguntadas por como montar una agencia, la respuesta practica es que responder los correos con prontitud ya te pone por delante. No es una metafora de servicio al cliente: es el consejo concreto que dio en su boletin como diferenciador real en este sector.

money in this space. Going back to the question about building an agency. Honestly, you will set yourself apart if you respond to emails in a timely manner. I wrote about that in my newsletter this year. >> Yes, it's so true. >> Just answers. Not starting from scratch.

Escúchalo en el minuto 40:14

Cobrar la llamada de introduccion filtra a los clientes que valen

Conversión

No da llamadas de introduccion ni consultorias gratuitas: si quieren hablar con ella, se paga. Le intentan romper ese limite constantemente, y su respuesta es ofrecer el material gratuito que ya publica (podcast, video, boletin) para que la prueben y reserven una llamada pagada cuando esten listos. Los buenos clientes lo hacen y los que no encajan no, que es exactamente el filtro buscado; su argumento contra la…

interesting you mentioned that I'll hop on the call with anyone because for me the boundary I put in my business that's been so helpful is like I don't do free intro calls, I don't do free consultations. It's like you want me on a call, you pay for it. And people try to get me to break this boundary all the time. And initially I get it like most people don't operate that way. So they'll be like, "Oh no, like I don't want to pay for an hour. I just want to like hop on a quick call." And so at first I'll be I completely understand. you know, I have my podcast and my YouTube and my newsletter…

Escúchalo en el minuto 46:25

Lo que dominas, la maquina lo hace mal; lo que ignoras, te parece correcto

Estrategia y decisiones de negocio

En su especialidad, las respuestas del asistente conversacional son risiblemente erroneas (ni distingue un tipo de campana de un concepto que se llama parecido), pero una respuesta legal le parece convincente, y a un abogado le pasaria al reves y encontraria excelente un texto de web que un redactor veria terrible. La conclusion practica es que hay que ir a la fuente y verificar justo en los temas donde uno no es…

>> It's true. something I've been thinking about that I haven't put into words yet. So, we'll see if this lands or not. But it's like, you know, me as a Google Ads practitioner when I try to ask Gemini or Chach something, it's like laughably wrong. But I might ask it a legal question and I'm like, "Oh, that seems legit." But go to a lawyer. If a lawyer asks Chachi to a legal question, they're going to see that and say, "Oh, this is so wrong." But they may ask it for website copy and be like, "Wow, this is great website copy." And then go to a copywriter, right? and they'll look at that…

Escúchalo en el minuto 1:00:19

Dos cosas que te queman en redes profesionales: comentar con inteligencia artificial y copiar posts ajenos

Estrategia de contenidos

Comentar con texto generado se reconoce al instante, no aporta valor y lleva directo al bloqueo. Y copiar y pegar la publicacion de otro para publicarla como propia tampoco se arregla etiquetando al autor despues: eso no es dar credito. Lo aceptable es republicar poniendo encima tu propia opinion.

>> Well, what I was just going to say because you said add something valuable is like please do not There's two things that you should absolutely not do. I'm sure there's more, but these are the two that popped into my head. One, do not use AI to comment because it's so easily identifiable and I don't know, I just I just block them. >> I just block them. It's not adding any value. I don't want you on my feed. I don't want to see your content. And then the second thing is please do not copy and paste other people's posts because that happens a lot. Like re repost with your own thoughts on top…

Escúchalo en el minuto 31:52

Con el mismo comunicado que otros veinte, el angulo contrario dio 100.000 impresiones

Estrategia de contenidos

Al anunciarse un tipo de campana nuevo, entre quince y veinte figuras del sector recibieron la misma informacion bajo acuerdo de confidencialidad y publicaron lo mismo: que es, que funciones trae, cuando llega. Ella eligio el angulo contrario, lo que todo el mundo esta entendiendo mal y que significa de verdad, apoyandose en que llevaba meses circulando informacion equivocada. Ese fue su mejor contenido: unas…

an example here. Okay. Okay. One of my best ever LinkedIn posts and YouTube videos is when I posted about AIMAX. And full disclosure, I was on a list of people who was invited to hear that news in advance under NDA. And I say that to say I released the news at the same time it was public, but like I had a few days head start to think about it. So like what is And I knew that our feed was going to be full, everyone. AI Max, new campaign type. Here's what you need to know. blah. Um, and so when I was thinking about what am I going to say about AI Max, I was thinking about like what's unique…

Escúchalo en el minuto 36:05

Elegir un foco hace que te contraten: especialista para un sector, no generalista

Marca y posicionamiento

Es mucho mas facil que contraten a un especialista en publicidad de buscadores para un sector concreto que a alguien que solo dice hacer publicidad de buscadores. No obliga a quedarse ahi para siempre, pero hay que empezar por algo: comercio electronico o captacion de contactos, por ejemplo, porque casi nadie hace bien las dos. La otra invitada lo ejemplifica: rechaza comercio electronico aunque sabe hacerlo y lo…

business. Um, but I do want to come back to something you said earlier about it, which is like picking a focus. Like, it's much easier for someone to hire like a Google ads specialist for healthcare businesses, >> for example, rather than just, oh, I do Google ads. Um, and it doesn't mean you have to pick one niche and be stuck there forever. But first, it's like, well, ecom or Legion. Well, you can do both, but most people don't do both. >> I get leads for I can do ecom. I hate it. I hate Merchant Center. I would be miserable. Why make myself miserable when I get to pick my clients? Like, my…

Escúchalo en el minuto 41:22

El nivel de calidad 10/10 explica CPC bajisimos: tu rango de anuncio es puja por calidad

Canales de adquisición

Al investigar por que esa cuenta rendia tanto encontraron que todas las palabras clave genericas tenian nivel de calidad 10 sobre 10. El nivel de calidad tiene tres componentes: CTR esperado, que el anunciante controla a medias; relevancia del anuncio, que si controla; y experiencia en la pagina de destino, que en la practica depende del cliente y por eso es rarisimo verla por encima del promedio. Como el rango del…

And what we actually found was all those non-brand keywords just have a quality score of 10 out of 10. keywords 10 out of 10 out of 10 out of 10. And just to put that into perspective for folks so with quality score there's like the three key components expected CTR ad relevance landing page experience. So like ad relevance is the one you can control and like above average you know fine expected CTR is the one you sort of medium can control whatever landing page experience is like kudos to your client because we really have no control over that as practitioners. It is so rare to see above…

Escúchalo en el minuto 18:57

Si otro podria decir exactamente lo mismo, no lo digas: lo que falta es tu angulo

Mensaje y copywriting

La regla para publicar es que si lo que vas a decir alguien mas podria decirlo igual, no tiene sentido decirlo. No hace falta ser el mayor experto, ni el mas elocuente, ni el mas seguro de si mismo, pero si aportar algo propio, porque si no la inteligencia artificial te reemplaza. Al conversarlo lo precisan: mas que ideas originales, lo que se necesita es una perspectiva o un angulo original, que suele salir de la…

and just add something valuable. Like the other thing I like to say is like um if what you're going to say someone else could say the exact same thing, there's no point in you saying it. You know, you need to bring a unique perspective. You do not need to be the top expert. You do not need to be the most wellspoken. You do not need to be the smartest. You do not need to be the most confident. But you do need to have original ideas. Otherwise, like AI can replace you. >> well and that's what I was going to say is I think you said original ideas but what you maybe meant and I don't want to…

Escúchalo en el minuto 31:30

Cinco meses hablandole al vacio y al octavo el podcast se volvio el motor del negocio

Estrategia de contenidos

Empezo un podcast semanal por impulso y durante cinco meses no paso nada: se sentia como hablarle al vacio. Despues llego el primer cliente que dijo haberla encontrado por el podcast, luego otro, y hacia el octavo mes se hizo bola de nieve. Graba el podcast en video, lo publica en el canal de video, y de las transcripciones saca las entradas del blog; hoy casi todo su negocio viene de esa cadena, cuando dos anos…

like something that I started doing that's been way more successful than I thought was starting my podcast. I started a year and a half ago on a whim, as usually happens when you run your own business. Oh, I'll start a podcast today. Um, and for the first five months of putting out a weekly podcast like crickets. It felt like talking into the void. And then I got my first client who says they found me from my podcast. And then I got another and then I got another. And then by about month eight, it really snowballed because I record my podcast as a video and it all goes on YouTube. I started…

Escúchalo en el minuto 26:38

El mercado oculto de cubrir a las agencias cuando les falta gente

Canales de adquisición

Una linea de ingresos que no aparece en su web: cubrir a agencias cuando tienen un pico de trabajo y no alcanzan a contratar, o cuando alguien esta enfermo, de licencia o de vacaciones y hace falta una mano para que nada se rompa. Lo hace de marzo a septiembre y llega solo por boca a boca. Igual pasa con la subcontratacion de marca blanca: ni las agencias publican que la necesitan ni los profesionales que la…

>> And I also work I don't know if you work in this space actually, but I also work a lot with agencies. So, I'll do like I'll cover illnesses or leaves or like and this isn't something I really advertise, but I think one of the big gaps for agencies is like they have an influx of work, but they don't have enough people yet. Or they have someone who is sick or going on Matt leave and they really need just an extra hand or a vacation like they're all going on vacation and to like a I don't know someone's wedding or whatever, but they need someone just to make sure things don't break while…

Escúchalo en el minuto 51:17

No pagar para que el algoritmo aprenda es comprensible y equivocado, pero esperar un ano si vale

Medición y experimentos

Un anunciante le decia a su agencia que no pensaba pagarle a la plataforma para que aprendiera, que ya deberia saber. La respuesta es que la plataforma sabe mucho, pero necesita que le lleves tu negocio para personalizarlo a tu caso. Al mismo tiempo, los algoritmos aprenden con el dinero de los anunciantes y las funciones nuevas salen en fase de prueba, asi que esperar un ano antes de encender la ultima novedad no…

great. They're basically they're like an agency managing ads for a client and I was saying how well we've been talking about automation is endgame. You should try to get automation working. They were like you know I agree but my clients don't. I try explaining it to them and they say I'm not going to pay Google to learn. They should already know. And I've been thinking about that nonstop because it's like I so empathize with the sentiment but also it's completely wrong. And I know you and I were also as well. It's like Google does know a lot of things, but you need to bring your business to…

Escúchalo en el minuto 57:15

Auditar tu propia cuenta viene con sesgo de confirmacion: pide que te busquen el error

Medición y experimentos

Ante resultados demasiado buenos, la reaccion de la practicante fue preguntarse que habia hecho mal, y revisar una a una las causas tipicas de un dato inflado (red de display o de busqueda encendidas, concordancia amplia, palabras de marca coladas en la campana generica). Su punto de fondo es que al mirar cuentas propias hay mucho sesgo de confirmacion y cuesta salir de uno mismo, asi que publico el caso pidiendo a…

not a part of. Um so my immediate reaction was what did I do wrong? >> Well, it's just like I'm like if I was auditing this for someone else. And I think and we can talk about this later, but I think there's a lot of confirmation bias when you're looking at your own accounts, it's really hard to step out of yourself um and objectively see something. So, I try to be as don't understand. I'm like, did I have display network check? Did I have search network in there? Did I accidentally put on AIAX? Did I like make all the keywords brand and not turn off that site? Like where or broad is there a…

Escúchalo en el minuto 17:23

Propiedades propias primero: sitio, blog y lista de correo por encima de las redes

Estrategia de contenidos

Para quien empieza un negocio de servicios: define a quien quieres servir, averigua donde esta esa gente y ponte ahi, y ten paciencia porque si no tienes audiencia hay que construirla. Su regla es que las propiedades propias (un sitio, un blog, una lista de correo) valen siempre mas que las ajenas; los podcasts no son propiedad propia, pero casi nunca desaparecen, asi que tienen una longevidad parecida. En su caso…

leads that you want. I think really thinking about it's like any other business starting, like thinking about who you want to serve. Like Jill and I So I think you have to know who you're talking to. And then like anything else, you have to know where they are. So, LinkedIn is like a place where both of us are. I would say most recently, the majority of my clients have actually come from Reddit and um listening to me on podcasts. To be honest, I just had someone email me and be like, I've just listen I've binge listened to any podcast you were on. Can I hire you? And so where where you put…

Escúchalo en el minuto 28:20

La inteligencia artificial sube el piso: iguala a todos en lo mediocre y te baja si te apoyas solo en ella

Medición y experimentos

La formula que repiten es que la automatizacion solo levanta el suelo: sube a los muy malos hasta el promedio, y tambien te arrastra al promedio si delegas todo en ella. Como eso iguala a todo el mundo, la diferencia vuelve a estar en lo que no automatiza: la pagina de destino, la experiencia y el hilo del mensaje. Aplicado al nivel de calidad, la automatizacion puede resolver la relevancia del anuncio, pero la…

>> I think it's like one and a half half out of three. >> I think it comes back though to what you I heard you say the other day that I love and like have repeated a thousand times, which is AI just raises the floor. like it puts everyone like I think it will help with quality score to a point but that point then everyone's equal here so you still need to distinguish yourself with that landing page with that experience with that whole storyline that we talked about earlier and so that would be my answer >> it's the average maker I say AI brings up the really terrible people to be average but…

Escúchalo en el minuto 53:30

Rechazar un encargo de cinco cifras y proponer otro formato en su lugar

Oferta y precio

Un cliente pago la hora de consulta, no la uso entera, y pregunto cuanto costaria auditar su cuenta enorme: cinco cifras, respondio ella, y el acepto. Aun asi dijo que no, porque simplemente no queria hacer ese trabajo, y en vez de perder al cliente propuso otra cosa que si disfrutaria y le aportaria valor, una auditoria de oportunidades que puede acabar convirtiendose en una oferta nueva de su catalogo. La senal…

the flip side it leads to some really great opportunities like this one client I'm working on a really cool project now where they booked the one hour with me. Didn't even want to use the full hour. That was the intro call they wanted for context. They wanted an audit on their account. Ginormous account. Like I actually said to their face, they were like, "How much would it cost you to audit this?" And I was like, "Oh, it it' be like five figures." They're like, "Okay." And I was like, "No, I don't think you understand. I don't want to. I don't want to audit this account. Like it was just so…

Escúchalo en el minuto 47:18

Cuatro auditorias en 23 dias, las cuatro rotas por consejos de puja de un asistente conversacional

Medición y experimentos

Al volver de una licencia de maternidad audito cuatro cuentas en veintitres dias, y en las cuatro el anunciante habia pedido consejo de optimizacion a un asistente conversacional y nada funcionaba. En todos los casos el problema era la estrategia de puja: en uno le habia recomendado puja manual y en otro maximizar valor de conversion cuando las conversiones de esa cuenta no tenian ningun valor asignado, algo que el…

>> well BT notoriously apparently based on my anecdotal experience pops out terrible recommendations for bid strategies because I have now I came back from Matt leave like officially 23 days ago. I have since audited four accounts. Four, that's four in 23 days where the person was like, I asked Chacht for advice on how to optimize and nothing is going well. And every single one comes down to bid strategy. >> What's recommending manual or is it recommending like troz? >> One was manual, one was um max conversion value, but the conversions had no value assigned to them in the account. But chat…

Escúchalo en el minuto 54:53

Trabajo por proyecto en vez de iguala, y la iguala solo despues de que el trabajo salio bien

Oferta y precio

Las igualas mensuales le resultan estresantes porque todo va bien hasta que deja de ir bien y entonces hay que arreglarlo, mientras que el trabajo por proyecto termina. Por eso el mensual esta cerrado con llave en su negocio: primero auditoria, despues implementacion, y solo si ambas salieron bien considera tomar al cliente en mensual, con hueco para dos o tres, porque de septiembre a abril su prioridad son sus…

>> That's nice. I don't do monthtomonth usually. So monthtomonth is very gatekeeped in my business. Like I do audits and I do coaching calls and I'll do training and if the audit goes well and if the implementation goes well because sometimes they'll then pay me to implement I consider bringing them on as a monthly client because I really only have room for two or three before when September rolls around. Like for me, it's also not fair to my clients because September through April, I'm a lot more of a ghost. Um, like I my full-time job and my full-time focus is my students. So, I don't have…

Escúchalo en el minuto 49:44

No hay un unico camino correcto: el contexto decide, y las recetas de molde cobran por ignorarlo

Medición y experimentos

La respuesta a si conviene concordancia exacta o de frase, o una estrategia de puja u otra, depende del negocio y del contexto: el sitio, el panorama competitivo, incluso la region, porque un mismo cliente operando en dos provincias enfrenta buscadores distintos. Copiar y pegar la misma configuracion puede dar un exito basico pero nunca la eficiencia posible. De ahi la molestia con agencias, cursos y practicantes…

>> I agree. And also that like going back to do I use this or that or do I start with exact or phrase? It's so business and context dependent that I really like, oh it lights a fire under me when someone's like this is the only way and it's like no the only way the only right way for your client is the way that works for them. And that is not the same. And that's why I get so fired up and angry at the like cookie cutter like agencies or the cookie cutter courses or the cookie cutter practitioners who are >> Yeah. Like you are wrong and I will die on that hill. Like you are wrong. There are so…

Escúchalo en el minuto 13:08

Cuanta mas automatizacion, mas pesan los fundamentos

Investigación de mercado y cliente

Las plataformas se han vuelto mas complicadas que nunca (incluso lo que iba a simplificar, como las campanas automaticas de maximo rendimiento, termino anadiendo controles e informes). Pero las preguntas de fondo no cambiaron: entiendes quien es tu cliente objetivo, tienes una oferta que le atrae, se la comunicas bien. La advertencia es que los marcos de siete pasos y los trucos para salir en los resumenes de…

It's made things way more complicated. Google Ads is more complicated than it's ever been. However, however, I actually think, and this isn't an original idea, you know, I actually think that um as there's more AI and more complexity and all this stuff, like the fundamentals matter more than ever. And in a way, it's like on the one hand, the platforms and the mechanisms are getting so much more complicated, but on the other hand, like do you understand who your target customer is? Do you have an offer that appeals to them? Are you communicating it well to them? like that hasn't changed at…

Escúchalo en el minuto 22:48

Saca la version minima y deja de perfeccionarla antes de publicar

Estrategia y decisiones de negocio

El consejo mutuo es hacer la cosa: sacar un producto minimo viable y no quedarse atrapado en el ciclo de perfeccionismo de que tiene que estar perfecto antes de publicarlo. Una de ellas llevaba seis anos con la idea del podcast en la cabeza sin lanzarla.

that's where I'd ask about starting. Um, you know, you know, I've had my podcast idea in the back of my head for like six years. >> Should probably just do it. That's something you're very good at. And I will say if you're starting something, do the thing. Have a minimal viable product. Don't be like me and get stuck in the perfectionism cycle of like it has to be perfect before I release it. Um because Jill is much better at that

Escúchalo en el minuto 29:52

El hueco entre hacerlo uno mismo y contratar agencia: plan a medida por unos 250 dolares al mes

Oferta y precio

Una de ellas se posiciona explicitamente en el espacio entre el hazlo tu mismo y contratar una agencia: arma planes a medida, entrena al equipo del cliente y se reune una vez al mes por alrededor de 250 dolares, porque buena parte de sus clientes no necesita gestion permanente. La otra empaqueta su auditoria en un curso que cuesta cerca de un octavo de lo que cobra por hacer esa misma auditoria en persona.

both serve small businesses. We both serve in like I like to say I operate in this niche between do-it-yourself and hiring an agency. So it's like I do a lot of custom plans for businesses. So I do a lot of like you want to run ads but you don't want to hire an agency. Okay, I'll train your team. We'll meet once a month. It'll cost you like $250. And then because a lot of the clients I serve don't need hands-on all the time. and in the next two weeks I will actually be releasing my audit course. So an audit with me is usually$9.95 US and it's going to be about 1/8 of the cost to get that…

Escúchalo en el minuto 28:27

Si crees que ya lo sabes todo, te falta autoconciencia

Estrategia y decisiones de negocio

Las dos, con una decada en el oficio, reconocen que siguen teniendo momentos de sentir que no saben nada, y sostienen que eso no se va nunca: quien esta convencido de saberlo todo simplemente no es lo bastante consciente de si mismo. Para durar en este trabajo pesa mas la disposicion a probar, aprender y tener humildad que dominar la eleccion tactica del momento, porque esas practicas cambian todo el tiempo.

So, I think for anyone watching this who is newer to the industry or who is like only a year in and is like, I feel like I know nothing. Like, we still have those moments where we feel like we know nothing. And I'd say that that's a very normal thing. And it's not going to go away. Sorry. Like, it's not going to go away. I would actually argue that if you are convinced you know everything, that you are not self-aware enough. understanding it even as I know it's constantly changing is like something I love. And to succeed in this industry, I think that desire to test to learn to have humility…

Escúchalo en el minuto 11:42

Cuenta de turismo con 65 dolares diarios, CPC de 1,18 y ROAS de 6 en generica

Canales de adquisición

Una cuenta nueva en turismo y hostelaria, en un espacio con Tripadvisor y Expedia compitiendo, opera con 65 dolares al dia en total (50 para la campana generica) y tres grupos de anuncios. Los CPC quedaron por debajo de 2 dolares tanto en marca como en generica, con un CPC de alrededor de 1,18; el retorno sobre inversion publicitaria es de 190 en la campana de marca y de 6 en la generica. La cuenta anterior del…

launched a new account and the CPCs were all under $2 brand and non-brand. taking non-brand campaign, like we're talking low budget. We're talking $65 a day total. So, 50 for the non-brand campaign. Um, three ad groups. you've got major players. You've got the like Trip Advisor and Expedias in there. no competition. And the CPCs were like a $118 I think when I first reached out to rorowaz of the brand campaign is like 190 and then the rorowaz of this non-brand is like $6 and I'm like what happening before and the CBC in the old account was almost $5. So I was like, I

Escúchalo en el minuto 16:31

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