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ppc.zone July 2024: Making paid ads work from outside the platform

22 ideas de marketing sacadas de «ppc.zone July 2024: Making paid ads work from outside the platform», de Jyll Saskin Gales | Google Ads Coach. Sobre todo…

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El titulo del producto: pasa el de SEO y pon lo importante delante

Mensaje y copywriting

Casi todas las webs tienen dos titulos, el corto que se ve en la ficha y el de SEO escondido en el sistema; lo primero es comprobar cual se esta pasando al feed, y suele convenir el de SEO porque esta mejor trabajado. Despues se puede extender con reglas del Merchant Center usando informacion que ya esta en el feed. Un buen titulo lleva el tipo de producto, el color, la talla, el material y la marca, pero sobre todo…

it and the next section is Google um product title so these are the product titles of your um items which you're passing through from the back end the challenge you have is that most websites have two titles they have a short form title which is on your website and then you have an SEO title which is normally hidden in the back back end which is speaking to Google in general for starters make sure the correct title is being passed which is normally I would recommend your SEO title because they always do a better job with titles um off the back of that then review what's actually been passed…

Escúchalo en el minuto 23:38

La categoria de producto de Google que nadie pasa, y las miniaturas contra piezas de coche

Canales de adquisición

Lo primero que mira en una auditoria de feed es la categorizacion, empezando por la categoria de producto de Google. Suele venir del feed de la web, pero los sitios que no estan en plataformas como Shopify tienen que anadirla a mano, y se ha encontrado minoristas muy grandes que no la pasan. En un cliente de figuritas de guerra, al no pasar nada, la mitad de los materiales de manualidades competian en los resultados…

one of the core areas which I when I do um feed audits I look at is the categorization so this is kind of my core area which where which I tell everybody to look at when they're trying to figure out what's going on with their feed why it's not showing and all the challenges there and in the initial area it is the Google product category so anybody who's looked in a feed before you'll be like what's a Google product category normally this is passed from the feed the backend feed from the website however a lot of um websites which aren't on the normal platforms like Shopify have to be manually…

Escúchalo en el minuto 20:00

El tipo de producto es tuyo: cinco niveles para reetiquetar el catalogo

Canales de adquisición

Mucha gente confunde el tipo de producto con la categoria de Google, y no son lo mismo: el tipo de producto lo construyes tu sobre la estructura de tu web y tienes hasta cinco secciones donde meter palabras clave relevantes. Ahi es donde le anades a Google lo que la categoria no dice: que ademas de ropa de mujer es un vestido, que es midi, que tiene mangas, que se lleva en verano, e incluso una promocion o un…

eyes another category area is Google product type so many people think it's the same as the other part which I spoke about but this isn't this is where you would build it upon your website so for example if you're Marks and Spencers and you have women's clothing and you have a dress you have up to five sections where you can add relevant keywords um to recategorize your feed and tell Google okay I've already told you that I do women's clothing or apparel this is women a woman's dress this is a midi dress this dress has sleeves um it's worn in summer and then you can also add things like a…

Escúchalo en el minuto 21:50

Las variables que faltan en casi todo objetivo de marketing

Medición y experimentos

Para saber si una campana deja beneficio hay que meter en la cuenta mas cosas que el gasto en medios: la tarifa de la agencia o tu propio sueldo si eres interno, que es el dato que deja mudos a los jefes cuando se incluye; las suscripciones de software y herramientas de terceros; si la empresa mira antes o despues de impuestos; las tasas de devolucion y cancelacion, porque una venta que se cae sigue contando como…

maths some of the variables important to us are add cost so your media spend Outsourcing rates so that could be the agency you're using and or your own salary if you are in-house you got to make sure that you're covering your own salary because if you factor that in that will blow the mind of your line managers and the stakeholders and they'll really not have anything to say while any software subscriptions this is often overlooked but if you using anything like ahrs opo any other tools are third party that have a cost to them you need to factor them in when you're trying to work out if…

Escúchalo en el minuto 10:52

Como probar un cambio en el feed sin proveedor y sin enganarte con la estacionalidad

Medición y experimentos

Si tienes proveedor de feed, sus herramientas suelen traer pruebas incorporadas; si no, que es lo habitual en cuentas pequenas, el metodo es elegir una categoria, mirar la estacionalidad en Google Trends, escribir que esperas que pase y planificarlo. Hace falta al menos un ano de datos historicos para distinguir el efecto del cambio del de la temporada; si no lo tienes, vigila esa categoria y no toques nada mas…

testing your titles just make sure that you test sections and don't just try and you know recreate the wheel and create everything and change everything at once because you actually want to learn from it so just make sure each time you're reviewing you're testing each section and then move on to the seasonal so if you have a feed provider then most of them normally have um like tools and stuff which do testing a lot of my clients don't have feed providers because they don't really have the budget for that and you know somebody to manage their PPC feed PPC account as well so so what we tend to…

Escúchalo en el minuto 26:13

El recetario de formulas para un objetivo que si cuadra

Medición y experimentos

Su secuencia de calculo: primero el coste total, sumando medios, externalizacion, salarios y suscripciones. Despues las ventas esperadas, que en captacion de contactos son el numero de contactos por la tasa de conversion a venta: diez contactos con un 20% son dos ventas. Los ingresos son esas ventas esperadas por el valor medio del pedido, descontando la tasa de devoluciones y cancelaciones, asi que con un 7% se…

baking and with all good baking sessions you need a cookbook and this cookbook will include all of the important for formulas we need to use to start working out some of these kpis for example we need to First workout costs and that's overall costs what that your ad costs Outsourcing costs salaries and software subscriptions you need that if we want to work out if we're running out of profit or the return on investment we also need to work at expected sales for lead gen this is the number of leads you get Times by your your lead to sales conversion rate so if you only convert 20 of them those…

Escúchalo en el minuto 14:13

Con que estrategia de puja arrancar: cuatro respuestas distintas y ninguna mala

Canales de adquisición

Al lanzar campana nueva, dos empiezan por maximizar clics: sin datos, maximizar conversiones se comporta igual pero sin el tope de CPC maximo que si te deja poner la otra, y ademas nadie tiene tiempo de ir cambiando pujas manuales; con datos en la cuenta pasan a cartera con CPA objetivo o retorno objetivo. Una tercera es de la vieja escuela y arranca en manual para conocer su CPC base con el planificador de palabras…

2024 uh my third question is about okay you're launching a new campaign your goal is conversions of some kind what bid strategy do you use for a new campaign when you first launch it manual CPC Max clicks Max conversions something else where do we I go for Max clicks great tell us why you like Max clicks um well Max conversions it doesn't if you don't have the data for it it'll just act like Max clicks but you don't have the max CPC buffer um well I think the other ones all need data so you haven't got any data in it and um who has time these days to manually change your CPC strategy go on…

Escúchalo en el minuto 43:58

Los tres informes de GA4 para medios pagados, y la dimension correcta en cada uno

Medición y experimentos

Sus tres informes de cabecera son el de adquisicion de usuarios, el de adquisicion de trafico y el de atribucion. En el de usuarios, que cuenta cuantos usuarios llegaron por cada canal, hay que anadir dimensiones que empiecen por primer usuario, por ejemplo campana de primer usuario; en el de trafico, que compara tus sesiones de pago con las de organico o social, hay que usar las de sesion, por ejemplo campana de…

first report that I would use is the user acquisition report so this report tells you how many users came from each of the channels now one thing I've re noticed in in the last few years is that people don't realize that there's this blue plus button and when you click on this blue plus button um you can add another dimension and adding another dimension will give you a bit more depth into the data and you can find out a bit bit more about perhaps specific campaign running one thing to note is that um Google often talk about dimensions and scope and there's certain metrics that you can only…

Escúchalo en el minuto 3:55

Dos fallos de configuracion que arrastran casi todas las cuentas de GA4

Medición y experimentos

Los errores mas comunes que ve un ano despues de la migracion: la retencion de datos viene por defecto en dos meses y hay que subirla al maximo disponible, porque limita lo que puedes ver en los informes de exploracion; y si el sitio cobra a traves de un dominio externo, tipo pasarela de pago, hay que meter esa URL en la seccion de medicion entre dominios, que ademas esta escondida y por eso se le pasa a mucha gente.

um I guess the ones I see quite common are there's a bit I always forget what it's called but it's data retention I think so you can it's defaulted at two months and you can choose it's 14 months and it might have changed even longer now but the default is two months if you don't change it and that impacts the data from when you use the exploration reports which um I didn't mention today um then the other one is if you've got an Ecom site if you are taking payments through things like PayPal or some other payment um Channel you want to make sure that that URL is in the cross domain section…

Escúchalo en el minuto 37:29

Usa tus palabras: los datos que te faltan los tiene otro departamento

Medición y experimentos

Su respuesta a como se consiguen todas esas variables es hablar con la gente: con el equipo financiero para el margen, con el de ventas para saber cuantos contactos acaban en venta y cuantos son basura, y con quien haga falta para las tasas de cancelacion, devolucion y el coste de las herramientas. Desde una agencia o como autonomo cuesta mas porque no estas en la oficina y a veces solo tienes un interlocutor: ahi…

backwards so you're probably asking how do you do this how do we do all this Chris it's great showing us all these different variables but how do we put them together and how do we work out what they each are my answer to you is use your words you know speak to those people in the company that have these knowledge speak to the finance team to work out the profit margin speak to the sales team to find out how many of your leads turn into sales and how many of them are actually spam speak to everyone and anyone you need to to get an insight into cancellation rates refund rates any other costs…

Escúchalo en el minuto 13:33

El frigorifico abierto entre diez frigorificos cerrados

Canales de adquisición

Vendiendo en unos grandes almacenes las mismas marcas de frigorificos que otros diez anunciantes, se preguntaron como destacar. Al mirar los resultados vieron que todas las fotos eran el mismo aparato cerrado, asi que probaron con la puerta abierta: el porcentaje de clics de esa marca subio. La leccion es no dar por bueno lo que llega de la web: las imagenes se prueban. El problema es que si le das varias imagenes a…

next the third core area which I would recommend reviewing is images so there are vast amount of images for each product on the website on most websites whether it's um a model in the shoe or just the shoe or the model with the lifestyle background um testing different variations is really good the one problem you have with it is that if you supply Google with multiple images you won't actually learn from it because it doesn't tell you which image is working best however um one of the things which you can do is you can make sure that the primary image um is the core image which you want to…

Escúchalo en el minuto 26:35

Como seguir un ciclo de venta de seis a doce meses

Medición y experimentos

Para ciclos largos, la combinacion es la tasa de conversion de contacto a venta mas parametros UTM que identifiquen la primera interaccion cuando alguien consulta, y comunicacion constante con el equipo de ventas. Con un cliente llevan cuatro anos una hoja de calculo donde registran cada mes cuando convirtio cada contacto y cuanto se gasto en ese clic, estiman el ingreso potencial con el presupuesto que le pasaron…

strategy yes so I do this for a couple of clients at the moment and this is where those leads conversion rates come in and this is also where kind of attributing it back using UTM parameters to spot the first interaction when they make the inquiry and keeping that communication up with your sales team uh what we do for one particular client is we have a spreadsheet where we track it all for the last four years we track when they converted what we spent on that click we do it just everyone for that month and then we say what the potential Revenue could be based on whether a quote that they got…

Escúchalo en el minuto 33:39

Fijar titulares solo si te obligan, y el truco de los dos anuncios

Mensaje y copywriting

Sobre fijar posiciones en los anuncios adaptables, el consenso es no hacerlo salvo obligacion, porque ultimamente se ven muchos anuncios sin sentido donde todas las descripciones dicen lo mismo; la excepcion razonable es fijar el nombre de marca cuando la marca ya es conocida, no cuando nadie la ha oido. El metodo del tercero es tener dos anuncios en el mismo grupo: uno con tantos titulares y descripciones como…

but yeah okay different controversy for you now pinning headlines and rsas do we do it or not and why or why not I'm gonna start with Miriam on this one how do you feel about pinning um only if you have to um I know clients who have to say certain things in this that so that you have to pin it you have no choice but if you don't just be care careful of what you're adding because recently I've seen a lot of ads which just don't make sense because all the headlines say the same thing not headlines sorry description lines all say the same thing and it just doesn't make sense um so don't pin…

Escúchalo en el minuto 42:04

Con que tipo de concordancia arrancar hoy, segun tres especialistas

Canales de adquisición

Sin datos en la cuenta, dos de los tres empiezan por exacta y frase: exacta para los terminos que de verdad quieren poseer y frase para expandir, anadiendo mas exactas antes de pasar a amplia, y reservando la amplia para cuando hay datos o el presupuesto es pequeno y se necesita volumen. La tercera matiza desde la experiencia: hay cuentas donde la exacta lleva dias sin disparar nada y poner amplia si trae trafico, y…

love to hear in this day and age summer 2024 if you're starting a new search campaign what match type are you using exact phrase or broad what's your preference with the way match types work now I'm going to call on Chris to go first Chris what are you starting with and why I'm gonna do an SEO answer and it's gonna it depends okay but okay I'll get more context so it doesn't have to depend you're working with a small business small business I would start if they've got a real Niche uh market and they've got real clear like U brands that they're working with I'd go with exact and then I would…

Escúchalo en el minuto 40:06

Comparar ultimo clic con el modelo de datos para repartir presupuesto

Medición y experimentos

El informe de comparacion de modelos de atribucion, que enfrenta el ultimo clic con el basado en datos, lo usa para decidir el reparto de inversion. En su ejemplo, el modelo basado en datos le da a la busqueda de pago, al social organico y al shopping organico mas valor en la generacion de ingresos del que les da el ultimo clic, asi que se asegura de que haya presupuesto suficiente para mantener esos canales en…

website the next report in the same section is the attribution model and this looks at comparing the last click model with the datadriven model and I like to use this report to to kind of get a feel of how I should split the budget so from this report I would say that paid search organic social and organic shopping actually drives Revenue um has more value in driving revenues than it actually does if you use the last click model and so I would make sure that there is sufficient budget to keep running those channels

Escúchalo en el minuto 6:44

Meter Black Friday en todo el catalogo trajo impresiones y ningun clic

Canales de adquisición

Usar lo que esta de moda dentro del tipo de producto funciona, pero tiene que ser relevante. Con una marca de videojuegos se pusieron creativos y metieron la etiqueta de Black Friday en todos los productos: vieron muchisimas impresiones y muy pocos clics, y lo quitaron en veinticuatro horas porque no aportaba nada. En una marca de ropa de mujer, en cambio, si tienen sentido etiquetas como madre de la novia o regalos…

of the key things which I always use when I'm using product types is I use Trends as well as what's going on so for example I had a client um they were a gaming brand and we wanted to test out Black Friday we were a little bit wild and we had a Black Friday sale across all of our products unfortunately we saw a lot of Impressions not many clicks so we removed it within 24 hours because it didn't do any good so I would say don't add random things where you might get loads of interest but no clicks add something relevant so for example for a woman's clothing brand you could add um mother of the…

Escúchalo en el minuto 22:34

Tres preguntas que delatan un objetivo mal puesto

Medición y experimentos

Si respondes que si a alguna de estas tres, tus indicadores estan mal montados: has cumplido el objetivo y alguien te ha dicho que no era suficiente y que no veia el retorno que queria; te han pedido fijar objetivos sin ningun contexto de cuanto hacia falta ni de que pasa con el contacto despues de entrar; o te han obligado a dar objetivos sin que se contara el coste de la agencia, o tu propio sueldo si estas en…

thing so before we dive into it I need you all to ask yourself a few questions have you ever hit your target just for someone to tell you it wasn't good enough and they weren't seeing the returns they wanted have you ever been asked to set targets without any context about how much they needed to be or what actually happens after you get that lead in and have you ever been forced to give targets uh without even considering your agency costs being factored into it or if you're in-house your own salary and costs factored into it if you answered yes to any of these or all of them like I have…

Escúchalo en el minuto 9:40

Las rutas de atribucion enseñan donde el pago ayudo aunque no se lleve el merito

Medición y experimentos

El informe de rutas de atribucion, dentro de la seccion de publicidad, muestra que puntos de contacto tuvo cada canal en el viaje del cliente. Su ejemplo: una fila donde el informe de trafico habria dicho que el evento clave se lo llevo la busqueda organica, pero en la ruta se ve que la busqueda de pago participo en ese recorrido. Con eso delante no descarta el canal de pago, porque si ayudo a traer a esa persona.

Dimension my third report is the attribution path so this is found in the advertising section on the left hand side and I often use this to see how different channels play and what touch points they have in a customer Journey so the line 42 that I've highlighted here in this screenshot um this is where if you'd looked at that traffic report it would have said that organic search had won um that key event however paid search played a part for um has played a part in that journey and so for me that would say well I'm not going to discount paid search because it actually um it actually helped…

Escúchalo en el minuto 5:49

Producto industrial feo en shopping: toca el fondo, con cuidado

Canales de adquisición

Para catalogos poco vistosos entre empresas, donde ademas las funciones nuevas del Merchant Center estan pensadas para consumo, lo primero que se encuentra en las auditorias es que la mitad de las fotos son malas, con lineas borrosas. Lo que si ha visto funcionar es cambiar ligeramente el color del fondo, dejarlo en un blanco roto, pero sin hacerlo en todo el catalogo porque Google a veces lo detecta: probaron un…

thank you uh we have a question here from Matt for Miriam any clever ways to make less exciting B2B Ecom products stand out on shopping all the geni things in GMC next are very B Toc focused I'm not going to lie yeah they are 100% so how can you make I have I recently did a feed audit on um a B2B client and they do are they B2B yeah they do like tools and stuff so it's like um circuit breakers stuff and things and you can't make that look pretty but the one thing I have found is that half their imagery isn't actually that good um and when you go through it you can see like Blurred Lines and…

Escúchalo en el minuto 38:29

Entra a la analitica con preguntas, no a ver que encuentras

Medición y experimentos

El primer error de casi todo el mundo con Google Analytics 4 es entrar esperando que la herramienta le de respuestas magicas. Se le saca partido cuando llevas preguntas concretas en la cabeza: que canal trae mas usuarios, cual genera mas ingresos. Y esa palabra canal se puede intercambiar por campana, con lo que las mismas preguntas sirven para el trabajo de medios pagados.

what I find is when people get into ga4 the first mistake they make is they're not asking the questions as it were they're just hoping that they'll go into G4 and hoping that it will have all the magic answers for them but the reality is you get the best out of it if you have questions in mind so some questions you may have are which channel is driving the most users or which channel are driving the most users and which are generating the most Revenue you can actually interchange that word Channel with campaign so I'll give you some

Escúchalo en el minuto 3:13

Que las cookies se queden no cambia nada de lo que hay que hacer

Medición y experimentos

Ante la noticia de que las cookies de terceros se mantienen, su lectura es que no cambia nada: la gente va a seguir eligiendo si comparte o no sus datos, cada vez esta mas concienciada, y nunca vas a tener el 100% de la informacion. Parece una buena noticia temporal, pero hay que seguir avanzando hacia lo que ya se estaba preparando: la API de conversiones de Meta, las conversiones mejoradas de Google Ads y el…

ga4 so I this is just my opinion and I because the because people are going to still have a choic as with they're going to share their data or not we're still not going to have 100% of the data and so carrying on we should still look at Facebook Cappy and um and look at enhanced conversions for Google ads so for me I don't think anything changes and I think we're still going to get a lot of data as people get more educated and are more protective about their own data so it seems like a temporary good news but like still we should be moving towards things like enhanced conversions and offline…

Escúchalo en el minuto 30:17

No migres al Merchant Center nuevo a ciegas

Canales de adquisición

Conviven dos versiones del Merchant Center y casi nadie ha migrado porque a la nueva le faltaban piezas, entre ellas los feeds suplementarios, que son justamente donde se optimizan titulos y se resuelven la mayoria de los problemas del feed, y que acaban de aparecer. Su consejo no es correr a usarlo, sino empezar a dedicarle tiempo para entenderlo, porque trae cosas buenas como imagenes generadas y rastreo del sitio…

2024 um so one of the things you might know is that there are now two forms of the merchant center so you have the old school normal merchant center which most people are still using and then recently um you've got the Google merchant center net that was announced in May 2023 and then um started rolling out a little bit more over the last year um most people I know at the moment haven't migrated to it yet because there were a lot of things missing from it um one of them being supplement feeds which is where we optimize our feeds a lot sorting out titles and many other challenges which we have…

Escúchalo en el minuto 18:43

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