Marketero · Entrevistas
PPC Live #16 Online - April 2025
28 ideas de marketing sacadas de «PPC Live #16 Online - April 2025», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de canales de adquisición…
- 28 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 1 h 26 min
- Publicada en 2025
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La cuota de impresiones indica donde tu proxima libra rinde mas
Medición y experimentosEn busqueda, los rendimientos decrecientes estan muy correlacionados con la cuota de impresiones. Si una campana tiene 90% de impression share y otra 10%, y ambas muestran el mismo ROAS promedio, cien libras adicionales trabajaran mucho mas duro en la del 10%: la del 90% ya esta saturada. Por eso el ROAS promedio no basta para decidir donde poner el dinero nuevo.
And in the world of search, that's usually high correlated with impression share. For example, if you have a campaign with 90% impression share and another campaign with 10% impression share, both achieving the same ros as I'm calling it. If you invest an additional say £100 on each campaign, chances are they will work a lot harder on the campaign with 10% impression share because that campaign is not maxed out whereas the 90% impression share campaign is already maxed out. So you don't want to pour that money into the 90% impression share even though those two campaigns have the same average
Escúchalo en el minuto 25:13
Canales de adquisiciónEs facil crear una campana Performance Max optimizada hacia cada tipo de conversion de la cuenta. A primera vista parece funcionar muy bien, pero el volumen sale de anadir al carrito, suscripciones al boletin o vistas de pagina de producto, no de ventas. Hay que incluir solo las conversiones que realmente importan; y si hay varios objetivos distintos, conviene separar campanas por tipo de conversion, algo habitual…
again, we can accidentally in the process of creating performance max campaigns optimize them to generate all conversions, right? every single type of conversion that we have on our account. a really great job, but actually what we might find is a lot of add to carts or a lot of newsletter subscriptions or a lot optimizing toward conversions that we make sure that we're only including the ones that we really want, right? And uh Google Ads campaign has three performance max campaigns. So, if you generate different campaigns for different conversions to make sure that money in are generating…
Escúchalo en el minuto 9:04
Canales de adquisiciónLo primero para domar Performance Max es integrar los datos propios con Google Ads y Microsoft Ads: una lista estatica ya sirve, aunque lo ideal es conectar el CRM. En los ajustes se puede pujar solo por clientes nuevos, que es lo que fuerza al sistema a traer valor incremental en lugar de recomprar lo que ya tenias. Las audiencias que construyen las propias plataformas con tus convertidores necesitan superar un…
So, the first step is to use your first your first party data and integrating it importantly with your Google ads and train the algorithm towards generating those high quality and high value important ideally is that we have a list at all. So if it is a static list that's that full kind of integration um between max settings, as you can see here, is adjust our bidding to bid for new is meant to achieve only bidding for new customers is probably a pretty good Microsoft naturally. So they then build their own audiences of all converters. meet the threshold of a thousand people for each of these…
Escúchalo en el minuto 4:53
La configuracion de ubicacion por defecto te muestra al mundo entero
Canales de adquisiciónPor defecto Google muestra los anuncios a quienes estan en las zonas elegidas y tambien a quienes se interesan por ellas, y si las ubicaciones no se configuran bien se termina apareciendo en cualquier parte del mundo. Hay que cambiarlo a personas que estan o frecuentan las ubicaciones incluidas. Los ajustes por defecto son, en palabras de la ponente, el camino mas rapido a un rendimiento mediocre.
really important. So, double check any campaign defaults ahead of making but default settings are a very quick path to subpar campaign We know that as a default, Google will show your ads to people either within or those who are interested in the areas also inadvertently, if you don't set your location settings properly, show ads to absolutely everyone around the world, which very often is a waste of that we're showing ads to people that are in or regularly in our included
Escúchalo en el minuto 7:30
Canales de adquisiciónLo primero para domar Performance Max es integrar los datos propios con Google Ads y Microsoft Ads: una lista estatica ya sirve, aunque lo ideal es conectar el CRM. En los ajustes se puede pujar solo por clientes nuevos, que es lo que fuerza al sistema a traer valor incremental en lugar de recomprar lo que ya tenias. Las audiencias que construyen las propias plataformas con tus convertidores necesitan superar un…
So, the first step is to use your first your first party data and integrating it importantly with your Google ads and train the algorithm towards generating those high quality and high value important ideally is that we have a list at all. So if it is a static list that's that full kind of integration um between max settings, as you can see here, is adjust our bidding to bid for new is meant to achieve only bidding for new customers is probably a pretty good Microsoft naturally. So they then build their own audiences of all converters. meet the threshold of a thousand people for each of these…
Escúchalo en el minuto 4:53
Las simulaciones de puja de Google ya contienen tu ROAS marginal
Medición y experimentosEn vez de modelar con regresiones, que fallan porque faltan los datos de subasta que solo tiene la plataforma, se pueden usar las simulaciones de puja que Google ya calcula para cada campana o estrategia de portfolio: cada punto dice cuanto valor y cuanto gasto adicional traeria mover el objetivo. El ROAS marginal entre dos puntos es la diferencia de valor de conversion dividida por la diferencia de gasto. Punto por…
The next method is statistical modeling. market conditions, etc., and try to come is you will be missing some key inputs. For example, you don't have access to valuable for your regression are only visible to the ad platforms. They won't solution for that problem is to leverage Google Ads campaign beat simulations. They've already did this for you. So if week you your target was this point. If you increase your target from 150 to the next point, you will get X% more value and you will spend X% more. And your marginal ROS at any given point in this curve will be the difference in conversion…
Escúchalo en el minuto 30:22
Excluir emplazamientos de juegos: son clics de dedo, no de intencion
Canales de adquisiciónEn juegos como Candy Crush el usuario ve un anuncio de diez o quince segundos para conseguir una ventaja dentro del juego, y los clics que se producen ahi son mas cuestion de dedos gordos que de interes real. La ponente excluye por defecto los emplazamientos de apps de juegos, no todas las apps. Para revisar donde aparecen los anuncios se usa el informe de cuando y donde aparecieron, ahora tambien consultable en…
it's important that we reduce wastage Not all placements are created equal. We want to optimize towards those high where my ads appeared module which we reports in Google ads this is in beta at the moment but you can just ask a did my performance max ads appear or you have a master list of topic exclusions um and placement exclusions which is excluding individual placements so maybe some um YouTube channels for example might have kind of brand unsafe Candy Crush. Who here has played Candy But when you play Candy Crush and apps stuff, you have to watch ads for like 10 know. What happens when…
Escúchalo en el minuto 15:17
Ordenar los puntos de simulacion por cuenta y no campana por campana
Medición y experimentosCuando todos los puntos de simulacion de todas las campanas se rankean juntos, en orden descendente de ROAS marginal a nivel de cuenta, aparece a partir de que nivel de gasto se entra en rendimientos que ya no compensan. En datos reales anonimizados de un cliente, habia campanas siendo empujadas en la parte mas baja de la curva y otras con ROAS marginal altisimo sin explotar; la razon es que sus ROAS promedio eran…
And what we do with this in order to extract value from this concept of marginal rows is that we're going to rank all these points in the curve of all campaigns for the same account. But instead of being on a campaign by campaign basis, we will now rank them all on an account basis. So this is the isolation now we've ordered them in descending order of marginal rows across the whole account. So you start to have of at which point of spend in your account you're starting to hear hit marginal decreasing returns that you're anonymized but real data from one of our clients, is that they are…
Escúchalo en el minuto 34:29
ROAS marginal: el retorno de la siguiente libra, no el promedio
Medición y experimentosEl ROAS promedio esconde que cada tramo de inversion rinde distinto. En el ejemplo del ponente, las primeras mil libras generan cinco mil de ingreso (500%), las siguientes mil generan tres mil, y las terceras mil solo mil quinientas. El ROAS promedio queda en 317%, comodamente por encima de un objetivo de 250%, asi que toda la organizacion esta contenta y hasta propone subir la inversion, cuando en realidad ese…
agri agriculture, you can only plow the example. So if you have two tractors, why would you have five people working productive for the the company. But the third one will have to share a tractor. concept of marginal rows. So often when So a marginal loss is just the returns you get from your next pound. So from marginal diminishing returns. Your investment will yield different returns at different investment points. As your spend increases, often your return on that spend decreases due to saturation, Your first,000 will generate you £5,000 in revenue. So your ROAS is 500%. If you invest an…
Escúchalo en el minuto 23:22
Excluir URLs para que Performance Max no mande trafico a paginas que no convierten
ConversiónPor defecto Performance Max puede enviar trafico a cualquier URL del sitio, y en la fase de aprendizaje suele descubrir paginas como las de anadir al carrito, que a Google le parecen indicativas de conversion pero que reciben a gente sin la informacion previa para comprar. El ajuste esta bastante escondido y permite listar URL una a una o, mucho mas practico, crear reglas por patron de URL para excluir todas las que…
good. Review your URLs. So, again, defaults on Google Ads will show um will contain all URLs. We want to add exclusions for irrelevant URLs. So, send people when they click our ads. So add exclusions for irrelevant URLs to stop Pmax driving traffic to the wrong places. So we might end up seeing, especially in that early learning phase, a lot of people visiting your ad to cart pages, right? Google might think that's going to convert. But actually, if they've not got any of the information up front, they're not going to convert me. So why? Again, it's unlikely that all of the URLs on your…
Escúchalo en el minuto 17:25
Una sola curva para que la direccion decida cuanto invertir
Medición y experimentosTodo el procesamiento de simulaciones se resume para los decisores en una unica curva: para cada punto, cuanto se gastaria, cuanto valor se generaria y cual seria el ROAS marginal. Quien exige un marginal por encima del 100% elige el punto de 10.000; quien prioriza crecimiento y acepta un marginal de 44% elige el de 20.000. Tomada la decision, el detalle granular traduce ese punto a cambios concretos por campana…
mostly two things we can do. One is to create like a sliding scale for key decision makers. So this has been really useful in conversations with like senior can create one single curve that tells them for any point in this curve how much you are expected to spend and how much your margin or will be how much conversion value how much spend you will have at any given point in the curve. So if you're comfortable with a marginal row above 100% you can choose the 10k 9.7K point here and you want to target that. If you're really keen on growing profitability. You just want your average ros to look…
Escúchalo en el minuto 37:08
La optimizacion automatica de assets escribe anuncios que tu no aprobaste
Mensaje y copywritingGoogle activa por defecto la optimizacion de recursos, que genera titulares, descripciones y contenido que el anunciante nunca escribio ni llego a ver. Hay que desactivarla o revisarla, y es especialmente critico en sectores regulados como finanzas o salud, donde un anuncio puede afirmar algo que la marca no tiene permitido decir.
important is that by default, um, Google actually, uh, creates I can't think what now, but there is asset um, optimization by default. So again, what we might see are custom headlines, custom descriptions and custom content that we haven't inputed and we haven't seen or got that visibility of. So again, it's that particularly for anyone within a regulated industry. So like finance, important that we make sure we're not serving ads that say things that we
Escúchalo en el minuto 8:25
Medir el ROAS marginal con un experimento A/B de objetivos
Medición y experimentosUna forma de estimar el ROAS marginal es un test de borradores y experimentos: una mitad de la campana con objetivo de ROAS de 500% y la otra con 250%, y se observa que pasa con el valor de conversion y con el gasto a cada lado. El ROAS marginal de moverse de 250 a 500 es la diferencia de valor de conversion dividida por la diferencia de gasto entre ambos lados. Su limitacion es que solo mide un punto de la curva a…
first one is an experimentation. You could in Google ads for example run a drafts and experiments test an AB test and say on one side of the campaign my target ROS is 500% on the other is half of that 250%. what happens to conversion value and what happens to spend on both sides of the experiment and then your marginal rows on going from 250 to 500% is what your experiment is telling you. So what you observe in that experimentation will allow you to calculate basically the difference in conversion value from the A side of the of the test. So that will be your marginal rows from point A to…
Escúchalo en el minuto 28:48
Los expertos discrepan sobre los tipos de concordancia, y nadie defiende frase
Canales de adquisiciónSophie se declara fundamentalista y sigue empezando por exacta y de frase porque nunca ha obtenido con amplia los resultados que justifiquen usarla. Jyll sostiene lo contrario: si hay presupuesto y datos, amplia; si el presupuesto es pequeno y faltan datos, exacta; y ha abandonado la de frase, que hacia 2021 y 2022 recomendaba como termino medio. Anu lo remata: dieron tres tipos pensados como estrecho, medio y muy…
depends a little bit. Um my default is still I'm I think I call myself a PPC fundamentalist. I still am like an exact and phrase match girly. I because I don't trust broad still and I have tried multiple times and I've just not had the like results I've needed to personally broad. So I still very much start with phrase and exact match. Um I think you Interesting. Yeah, my approach has been little bit different. I'm more now like either we have the budget and data to go with broad or we have like the small budget and the lack of data that we need exact. And I haven't been using phrase as much…
Escúchalo en el minuto 1:12:06
Los datos de Optmyzr contradicen la creencia de que las exclusiones mejoran Performance Max
Canales de adquisiciónSobre casi 10.000 cuentas, Optmyzr encontro que el 97% no usa listas de exclusion de marca y alrededor del 58% no usa ninguna palabra clave negativa. Mas incomodo aun: las cuentas que no usan exclusiones muestran CPC mas bajos, CTR mas altos, mejor ROAS, mejores tasas de conversion y CPA mas eficientes. La lectura critica de la ponente es que sin exclusiones de marca esas conversiones podrian no ser incrementales…
Optimizer have actually shown that we think they are. So 97 uh% of accounts exclusions. I think it was about 58% of keywords. And what we can see the impact exclusions do have lower CPCs, higher CTRs. Rorowass is pretty negligible, but conversion rate is lower and CPA is higher. So actually not using a brand list exclusion appears much more Um, so we can see those who don't use negative keywords, placements or topics, lower CPCs, higher CTR, better rowass, higher conversion rates, and more efficient think and say, well, if we're not excluding any brand terms, if we're not perhaps aren't…
Escúchalo en el minuto 10:52
Si dejas que la IA haga todo, priorizara lo facil: tu propia marca
Canales de adquisiciónPerformance Max baja las barreras, lo que aumenta la competencia y empuja los costos hacia arriba. Dejar que el sistema trabaje solo no juega a tu favor sino al de la plataforma: buscara las victorias faciles, como las busquedas de marca, mientras necesita justificar la inversion publicitaria. La contrapartida practica es alimentarlo con los datos correctos, empezando por los datos propios, para que optimice hacia…
AI optimized ad structures. So use shared with performance max if you just let Performance Max do all the work is probably not in your best favor probably more in Google's best favor just going to have easy wins with branded search or Now if you use AI definitely make sure you use it in your advantage right and to do so you need to feed it with the right data. um with performance max you're obviously lowering the barriers that means that there's more competit competitiveness and also costs go up um so make sure that you don't let AI do all the work because it will prioritize easy wins like…
Escúchalo en el minuto 51:38
Senales de audiencia y temas de busqueda: utiles al arrancar, discutibles despues
Canales de adquisiciónLas senales de audiencia y los temas de busqueda sirven para orientar al sistema cuando se crea una campana Performance Max por primera vez o en una cuenta sin historico, acortando la fase de aprendizaje. Conviene entenderlos bien: los temas de busqueda no son concordancia exacta, funcionan como palabras clave de concordancia amplia muy laxa, apenas indicativas de lo que la gente escribe. Dicho eso, los datos de…
signals and search themes. um why it's important that we tell that platforms upfront, especially if we're creating performance max campaigns for the first time or we're on an account that has no historical data. It's really important that we do give this information in my opinion up front to help save those learning phases and get that information what they are. So, when you're creating a performance max campaign or editing able to do is set the, you know, demographics, lifetime, uh, life life events, affinity audiences, custom your ad. Search themes, I think of them as very, broad match…
Escúchalo en el minuto 12:52
Mapa semantico de palabras clave para detectar canibalizacion entre campanas
Canales de adquisiciónLa agencia del ponente desarrollo lo que llama analisis del espacio de busqueda: usar modelos de lenguaje para analizar la relacion semantica entre las palabras clave de distintas campanas y dibujarlas en un mapa de dos dimensiones. Lo que aporta sobre la revision manual de duplicados es ver clusters tematicos y descubrir que varias campanas estan pujando por lo mismo o por cosas muy parecidas sin quererlo. Con eso…
something we've been trying to do at our agency is actually like kind of a house which we calling like um search space analysis um which is basically using large language models to um analyze the semantic um relationship between different keywords from different campaigns and plot and then plot it on a two-dimensional map and have been doing for ages like seeing if your keywords are being duplicated on understand if like similarish keywords are being triggered by different campaigns and then see clusters uh of themes being triggered by different campaigns and other clusters of themes uh being…
Escúchalo en el minuto 1:09:47
Como se enteran de los cambios quienes cubren la industria
Estrategia y decisiones de negocioEl panel coincide en una rutina concreta: LinkedIn como primera fuente, donde cada vez mas son los propios anunciantes quienes detectan cambios y funcionalidades nuevas antes de que se anuncien, mas boletines y un canal interno de Slack donde el equipo comparte novedades. Antonio anade dos cosas que no se compran: un desayuno mensual entre agencias de PPC donde se comparten actualizaciones, y participar con clientes…
industry? Too many newsletters. My Yeah, I'm I'm on LinkedIn a lot. Yeah. or not but there's definitely been more of a trend of it's advertisers who are noticing issues or the advertisers are noticing updates and new things and you know they'll put things to test and you this uh this new update and so they they'll they'll say like oh yeah this times change. So um yeah, a lot of being on newsletters and updates on just on the on the news being online a lot. like yeah LinkedIn is is a great source. We have internally a Slack channel that's called what's new. People share things in there. Uh we…
Escúchalo en el minuto 1:22:10
Hacer los examenes de Google cada ano para entender como piensa Google
Estrategia y decisiones de negocioSophie defiende, sabiendo que es opinion impopular, que sigue valiendo la pena estudiar y rendir las certificaciones de Google una vez al ano. No por el titulo ni por la dificultad, sino porque en el proceso aparecen un par de detalles nuevos y sobre todo se ve la perspectiva de Google: muchas preguntas no se responden con sentido comun sino pensando que respuesta quiere Google. Jyll coincide: aunque los examenes…
apparently is controversial. I don't know that it should be, but I do think that doing your Google exams is still important. Doing your Google exams and doing your studies, I think it is still important. I get that, you know, do them once a year. Lots of people think that much value in them, but I personally still find value in that studying process each year and doing the exam because I do feel like I learn a couple more nuggets or a few more things or even just Google's perspective on when when we're doing the exam sometimes it's not like necessarily common sense and it's like what would…
Escúchalo en el minuto 1:24:56
Con Performance Max las metricas de la plataforma dejan de bastar
Medición y experimentosEn busqueda se podia confiar razonablemente en una atribucion basada en clics. Con Performance Max se impacta a la gente con distintos tipos de recursos y creatividades, asi que aunque la atribucion basada en datos considere impresiones, para medir de verdad hay que volver a pruebas de incrementalidad y modelado de mix de marketing. El ponente sospecha que parte de la presion por nuevos controles viene justamente de…
Um I think like with Pmax it opens um a different world in terms of measurement search you can really or you can moderately rely on like a clickbased uh attribution system and now with Pmax um I think some of the challenges is even if like datadriven attribution is powerful and they and Google can take into consideration impressions etc like you're also targeting people on different types of assets and creatives. So I think you you start to you need to rely back on things like incrementality testing uh and marking mix modeling to to truly measure it. So yeah, I would be uh in these like new…
Escúchalo en el minuto 1:06:40
Un panel de correlacion para mostrar la influencia que el tracking no ve
Medición y experimentosEl rastreo esta roto y fragmentado: el ponente cifra en torno al 30% las conversiones que quedan sin rastrear por restricciones tipo ITP. Si no se pueden ver los puntos de contacto, la salida es educar al cliente y traer datos de negocio para comparar metricas blandas con metricas duras, y montar un panel de correlacion que muestre donde se influye a la audiencia antes de que llegue a Google Ads a convertir. Los…
right, attribution will get even harder. tracking is broken. It's definitely very fragmented. If you can't see your credit in touch points, try to help your client. Try to educate them and bringing in the business data you need to help them out and to see if you can show um that there's a comparison between soft metrics and hard metrics. If you can create a correlation dashboard where you can show what the actual where the audience is actually influenced before they go into Google ads to get to the more journeys these days, right? Tik Tok shop which is brand new, private messaging, podcast…
Escúchalo en el minuto 53:22
Canales de adquisiciónUna agencia que trabajaba con SKAGs, concordancia exacta y CPC manual llevaba anos obteniendo buenos resultados asi para cientos de clientes. A mediados de 2024 notaron que, en todas las cuentas a la vez, las cosas dejaron de rendir como antes. El trabajo posterior fue consolidar la estructura, probar concordancia de frase y amplia y asegurar el seguimiento de conversiones en todas partes para poder usar pujas…
something new. For example, there's one um agency client I'm working with who when they came to me like their thing was SCAGs, exact match, manual CPC. That's how they'd always done things. It had always driven great results for their hundreds of clients. And then in kind of mid 2024, they just noticed across the board a lot of things not performing as well as they used to. Um you know consolidation testing phraser broad match you know when you have conversion based bidding making sure we have conversion tracking everywhere and some accounts it works really well right away some it takes some…
Escúchalo en el minuto 1:17:45
Donde se influye a la audiencia no es donde va el presupuesto
Canales de adquisiciónEl ponente muestra un grafico presentado en Friends of Search que contrasta donde se influye realmente a la audiencia con donde se destina el presupuesto: Google se queda con la mayor parte del gasto pero no es el canal donde la audiencia se ve mas influida. La consecuencia practica es construir una estrategia multitoque e influir en los sitios donde esta la decision, en lugar de medir solo el canal que se lleva el…
Performance performance channels alone won't. And I think this is a really nice graph um shown on friends of search from Spark Thorough that is actually trying to visualize where your audience is actually influenced compared to where most of your budget is going towards. Right? So you can see Google still owns most of the share of your budget but is definitely not the channel where most of your audiences are influenced. So try to multi-touch your strategy and influence your audience in the right places.
Escúchalo en el minuto 52:03
Ante cada control nuevo que da Google, preguntate que gana Google
Canales de adquisiciónEl limite de palabras clave negativas en Performance Max paso de cero a cien y luego a diez mil. La lectura de la periodista del panel no es que Google se haya vuelto generoso, sino que Google persigue los ingresos de Google: si conceden diez mil negativas exactas quizas es porque Performance Max esta tan repartido que ni siquiera eso mueve la aguja para ellos, y el gesto se percibe como una gran concesion cuando…
clients relationship with negatives now because this year we had the whole yeah Google allowing there to be it went from what 100 to 10,000 they shifted how many negatives you can have zero to 100 to 10,000 yeah you know it's like that zero Google this is not even like an evil Google a thing Google will go after Google's revenues I mean what what you money they're trying to make Google money so it it's not even like I mean they could try to help us a little bit think yeah but what's in it for Google. What does that what does that mean? Does that does it actually mean that Pmax is very all…
Escúchalo en el minuto 1:02:58
El valor de una agencia se desplaza de gestionar campanas a estrategia y datos
Estrategia y decisiones de negocioLa automatizacion baja la barrera de la gestion de campanas y la vuelve accesible para casi cualquiera, asi que ahi queda cada vez menos valor. El reparto se desplaza hacia estrategia de marketing, gestion de datos y atribucion. Citado en la charla, Richard Hill sostiene que en 2025 las agencias deben apostar por el pensamiento estrategico y que los clientes buscan socios que interpreten los datos, desafien…
nice. Uh, in 2025, agencies need to double down on strategic thinking with automation doing more of the heavy lifting. Clients are looking for partners who can interpret the data, challenge assumptions, and shape real growth strategies. Not just manage campaigns, but become a growth partner. director of growth. He said, "In a privacy first world, relying solely on last click attribution no longer cuts it. Successful brands embrace customercentric tests and calibrate strategies. Growth comes from channel By moving beyond last click, brands often uncover untapped opportunities, especially in…
Escúchalo en el minuto 48:02
Por que las agencias se resisten a probar cosas nuevas
Estrategia y decisiones de negocioEl panel identifica tres frenos distintos. Uno es el miedo: si la IA hace el trabajo, para que van a hacer falta tantas personas y donde queda el valor que aportan. Otro es el sesgo del propio historial: cada profesional tiene su experiencia con ciertos tipos de concordancia y arrastra esa preferencia. El tercero, que las ponentes reconocen abiertamente, viene del cliente: en 2025 todavia hay que convencer a…
there are some agencies out there who are reluctant to adapt to new strategies or maybe reluctant to adapt new tools because I think some agencies see that as a threat to them. It's like, oh, if AI can do all this stuff, does that mean we don't need as many people? Does that mean still to add value? And I would agencies have to adapt to new strategies and test new things and be willing to be vulnerable enough to say, whether you're Yeah, and I think I think it's twofold actually. I think part of it is that historical background and experience. So different histories with certain keyword match…
Escúchalo en el minuto 1:17:04
Casi la mitad de los especialistas PPC solo hacen busqueda pagada
Estrategia y decisiones de negocioSegun la encuesta PPC que cita el ponente, el 55% de los especialistas hacen ademas de busqueda pagada tambien paid social y anuncios de YouTube, lo que significa que casi la mitad sigue solo en busqueda. Como las agencias declaran que su mayor problema es encontrar talento, quien domine ambos lados tiene una ventaja competitiva concreta frente a sus pares.
Um from another survey the PPC survey we've learned that in the last year PPC specialists 55% of them only do uh do besides doing perform um paid search they also focus on paid social and YouTube ads. That means that almost half of the other PPC specialists are only focused on paid search right now. So there's the competitive advantage I talked about for you guys if you're a PPC specialist because agencies also share that the biggest struggle for them is actually finding the right talent. So if you're the one that does both and does both well, you have a competitive advantage towards your
Escúchalo en el minuto 52:39
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