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POAS for Google Ads? [Interview w Frederik Boysen]
13 ideas de marketing sacadas de «POAS for Google Ads? [Interview w Frederik Boysen]», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de…
- 13 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 28 min
- Publicada en 2024
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Segmentar campañas por rendimiento para evitar que los algoritmos de Smart Bidding enmascaren pérdidas en los promedios
Canales de adquisiciónLos algoritmos de Smart Bidding (Target ROAS/POAS) optimizan hacia el promedio global de la campaña, lo que hace que productos de bajo rendimiento consuman presupuesto subsidiados por productos de alto margen. Separar los productos ganadores de los de bajo rendimiento en campañas distintas fuerza al algoritmo a reducir el CPC de los rezagados para alcanzar el objetivo y permite asignar más presupuesto a los activos…
removing the crap because there is always some crap and if we if we look at at how target ROAS works if you're asking for five in ROAS and you have a product that hits seven with 100 in spend and you have one product that hit three and have 100 in spend Google have given you five so that's the job of the algorithm is to hit an average target ROAS between all the products and assets you have in the target and just by segmenting those out if you have a target of five and you take that product over or those products that hit three Google will normally do is it will say we don't have those really…
Escúchalo en el minuto 8:35
Evaluación macro-temporal para canales de adquisición 'top of funnel'
Medición y experimentosLa atribución basada en clics no refleja el impacto real de las campañas de video y display en la parte alta del embudo; para medir su eficacia se deben comparar bloques temporales amplios (como trimestres) antes y después de su activación contra el volumen global de nuevos clientes en el backend.
brands and specialists is is that if you do want to introduce um video or even a display campaign look at it in segments of three months and look at what was happening before you added video and display and what was happening after because sometimes on the campaign level the video and display campaigns may not look amazing but then if you look at the total account and what's happened sometimes that that can give we would also come with one we built one two years ago a click-based attribution will never show that full funnel there it's great for mid and bottom funnel to make decisions but…
Escúchalo en el minuto 24:00
Principio de consolidación de campañas: justificar cada fragmentación de datos
Canales de adquisiciónEn la gestión moderna de Google Ads 'menos es más': se debe partir del objetivo ideal de una sola campaña y solo crear campañas adicionales si existe una justificación estricta de segmentación por ubicación geográfica, margen de beneficio o activación de inventario, para no restarle masa crítica de datos al algoritmo.
data it's neat data it does and I I mean the big message that I'm sending out to specialists at the moment is as well is that it seems to be a growing trend of people thinking more campaigns means better results and for me I'm actually I sort of say to people my goal account is one campaign with one ad group now that never happens but if you have that as a starting point you can then go well the only reasons for why we need multiple campaigns are for these reasons and the reasons come down to obviously targeting by location so if you've got different geographic location areas targeting by…
Escúchalo en el minuto 12:42
Optimizar el CRO desbloquea la rentabilidad y el volumen en subastas publicitarias
ConversiónIncrementar la tasa de conversión (CRO) entre un 5% y un 10% impacta directamente en el margen de contribución y permite participar rentablemente en subastas publicitarias que antes estaban en punto de equilibrio o eran a pérdida, desbloqueando la capacidad de captar mayor volumen de tráfico pagado.
contribution margins should be the north star of any e-commerce business because yeah one thing is shipping but also conversion rate optimization because that's one of the easiest levers if you can increase your conversion rate by five or ten percent it has an enormous effect on the profit and the contribution it's pure profit that you're making there and that actually suddenly allows you to go into to auctions which maybe were breaking even a little bit unprofitable but if you can change that conversion rate of it suddenly you can go in profitable or making money on those auctions so that…
Escúchalo en el minuto 18:56
El valor del especialista en PPC moderno radica en la estructura y calidad de datos, no en microajustes
Canales de adquisiciónDado que las plataformas publicitarias como Google Ads operan hoy con concordancias y segmentaciones algorítmicas más amplias, la optimización ya no consiste en ajustar palabras clave manualmente a diario, sino en diseñar la estructura de cuenta adecuada, enviar señales de conversión precisas y optimizar los feeds para orientar correctamente al algoritmo.
it's getting that balance between you know more setting up the right structure as opposed to going click on many years ago they're gone there's not as many buttons so yeah it's changing it's more strategic now it's more looking at the business holistically and making some because where it really comes down to it's really about getting that structure and that segmentation specific it was limited audiences limited whereas now google's targeting on keywords is broad even exact match is broad shopping products they're not just picking up the product title they're looking into the the landing page…
Escúchalo en el minuto 15:29
Validar el impacto de la publicidad pagada con datos de backend y margen de contribución
Medición y experimentosDado que el seguimiento de conversiones en plataformas publicitarias nunca es 100% perfecto ni captura todo el recorrido, la efectividad y el escalado del presupuesto deben validarse observando las métricas de backend del negocio (nuevos clientes reales, facturación total y margen de contribución) en lugar de depender exclusivamente de los datos reportados por la plataforma.
from the back end where it's not impacted by any cookies or anything it's actually measured on an more new customers and this is the lifetime profit of those customers this is a great business let's keep on investing even though we cannot on a campaign level in google see that results we believe but we which is which is great but what's happening in the bottom line of your business yeah it's it's something to keep in mind that i still think conversion tracking is never going to be 100 perfect we can definitely make it better and we can definitely but we're not going to capture they're asking…
Escúchalo en el minuto 25:16
Optimizar campañas publicitarias por beneficio real (POAS) en lugar de ingresos (ROAS)
Medición y experimentosEn e-commerce es preferible optimizar la inversión publicitaria mediante POAS (Profit on Ad Spend) en lugar de ROAS, ya que los productos rara vez comparten el mismo margen de beneficio. El ROAS se basa en un margen promedio que distorsiona la rentabilidad real, provocando sobrepuja en productos de alto volumen pero bajo margen neto, o infrapuja en productos que atraen compras cruzadas y accesorios de alto margen.
POAS as opposed to a ROAS format of tracking? So the biggest benefit is essentially that you break it down because very few and that was why I came up with the KPI POAS. Very few e-commerce businesses make the same margin on all revenue coming in but we treat it as we have the same margin. So we just take that revenue and then we have calculated some kind of average. We take that up against ad spend and then we see if we are profitable. The problem is just you're leaving so much profitable volume on the table because if you are running some very low margin products which actually ends up…
Escúchalo en el minuto 1:31
Canales de adquisiciónEl algoritmo de Smart Bidding busca siempre el camino de menor resistencia y concentra el presupuesto en productos con historial de conversión probado, ignorando productos nuevos o zombis; por ello, se requieren campañas o reglas específicas para forzar la toma de datos y validar artículos sin tracción.
core understanding of those things is that they always find the least path resistance so if there's an easier way to get there it'll get there and so that's why I think the real skill and art in Google products that's yeah and it's a little bit the same where if Google needs to hit that target if you create a hundred amazing new products you believe these will be super trending and then you just see there's no clicks or impressions again Google just keeps on spending on products that have that data because if you already know the conversion rate the click price to what value comes out it's a…
Escúchalo en el minuto 10:11
Concentración del 90% del beneficio en el 4% de los productos en una cuenta de 50M$
Medición y experimentosEn una auditoría de una cuenta de e-commerce que factura 50 millones de dólares anuales con seguimiento de rentabilidad (POAS), el 90% de los beneficios brutos generados por la cuenta de Google procedía de únicamente el 4% de los productos, mientras que el 10% del gasto publicitario resultaba directamente deficitario.
is not everybody I actually went through an account yesterday that is doing around 50 million dollars a year and what we saw when we analyzed and set it up because we had the profit data running for I think it was one and a half months we could see that 90% of all the profits from the Google account came from only 4% of the products and we could see that 10% of the ad spend were unprofitable so just by
Escúchalo en el minuto 6:39
Las campañas de búsqueda capturan demanda pero necesitan canales de video para crearla
Canales de adquisiciónGoogle Search y Google Shopping son canales altamente rentables pero están estrictamente limitados por el volumen de búsquedas existentes; para escalar productos desconocidos es imprescindible utilizar canales de video (como YouTube o Meta) que generen la demanda previa.
that awareness because that has always been the problem of google that google is probably the most profitable channel but you can only get as much demand as there is searches that has been our problem so when i had e-commerce business that was what i sold with meta where i was sitting like a day trader and pushing i had a lot of i've seen on tv products and stuff like that there was no searches but when i ran those videos with very high spend suddenly in google shopping i saw those searches rise and i knew there was not a single search before because nobody knew about this product so there's…
Escúchalo en el minuto 22:55
ConversiónSi un sitio web no convierte adecuadamente, ninguna optimización de estructura publicitaria o estrategia de puja en subastas de pago podrá hacer rentable la adquisición; mejorar el ratio de conversión es la mayor palanca de crecimiento.
you know small things can actually have a huge impact but i'm not so much into the conversion rate optimization part of it but i just know that's the biggest lever you can do because if you miss you are working on a client and the profitability just aren't there or the conversion rate it just limits you no matter what you cannot go into those auctions we can do whatever we want in structures but if it doesn't convert at the right point there's nothing to do but that can really change and i've seen some great you just explode and it's the combination of the conversion rate definitely and of…
Escúchalo en el minuto 20:19
Canales de adquisiciónEl método STAB estructura la optimización de cuentas de Google Ads en orden secuencial de impacto: 1) Spending (gasto), 2) Segmentation (segmentación), 3) Targeting (orientación), 4) Ads (anuncios) y 5) Bidding (pujas). Ajustar la asignación del gasto y la segmentación de datos debe ser el primer paso antes de alterar anuncios o estrategias de puja.
put together a new optimization framework which I'm calling um the stab method which is you know spending segmentation targeting ads and then bidding but the reason why I've started it with spending and segmentation because I think it's just this it's the simplest thing that you can do to improve the
Escúchalo en el minuto 7:57
Canales de adquisiciónLa segmentación de productos por rendimiento (héroes, zombis, potenciales) debe ajustarse al volumen de datos: estructurar de 3 a 4 campañas requiere entre 500 y 1.000 conversiones para que el algoritmo optimice, mientras que con 300 a 500 conversiones conviene consolidar en solo 2 o 3 campañas.
there I normally look at volume because the algorithms need a certain amount of conversions and it's always hard to say if we're looking at the typical you know the zombies heroes potentials or whatever people call them three four campaigns or buckets maximum if you have you should probably have a thousand to five hundred conversions for that because if you go too low there's just maybe just have simply a profitable or some something that hits target or something that don't or and maybe you have something with new products or something or if you want to push something for promotions so maybe…
Escúchalo en el minuto 11:53
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