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The 2-Step Google Strategy to Blow Up Your Service or Lead Gen Business! | Perpetual Traffic EP 638
25 ideas de marketing sacadas de «The 2-Step Google Strategy to Blow Up Your Service or Lead Gen Business! | Perpetual Traffic EP 638», de Perpetual…
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- Fuente Perpetual Traffic
- Dura 59 min
- Publicada en 2024
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Arquitectura híbrida en Google Ads: Max Clicks en exactas del top 10% combinada con tCPA
Canales de adquisiciónPara desbloquear volumen sin perder calidad, aísla el top 10% de palabras clave históricamente más rentables en concordancia exacta bajo una campaña con puja de Maximizar Clics (Max Clicks). Esto captura todo el tráfico calificado de alta intención (logrando CTRs elevados), mientras que la campaña con tCPA y concordancia amplia se encarga de convertir y cerrar a los usuarios en la fase final de compra.
screen yep so in this one here this Max clicks the way that I say hey I don't care that they they may or may not convert I just need to get the click and I need to be a high quality and I need to be high intent and if they convert on the first click great if they don't convert on the first click the other campaign says I got it from here if they come back they're exactly so what we did is we took a look at the main campaign the went back 90 days said give me the top 10ish the top 10 the breakouts of the keywords that work well those are the only keywords that we're going to be using in all of…
Escúchalo en el minuto 16:19
Limitación en la medición de usuarios nuevos en Google Analytics 4
Medición y experimentosGoogle Analytics 4 utiliza datos modelados y clasifica a los usuarios como 'nuevos' solo dentro del rango temporal seleccionado, lo que provoca distorsiones al medir la adquisición real frente a usuarios recurrentes.
so G4 uh unfortunately uses essentially just something called Model data so it says hey we don't really know what this is but here's what we think happened um to really start to identify also the new visits is more of new in that date range so it's like in the last seven days how many were new 95% well what about the last 30 days oh 41 like it's new in that just new in that range they could have also been the 16th time that they visited this year but last week they were new this last week so that's the other area that ga4 doesn't tell you is new is new to the range now how do you majority is…
Escúchalo en el minuto 46:59
Uso de concordancia amplia en lugar de concordancia de frase en pujas automáticas de Google Ads
Canales de adquisiciónEn Google Ads moderno, la concordancia de frase funciona como una concordancia amplia pero cobrando 2 a 3 veces más, mientras que la concordancia exacta abarca variaciones cercanas con un 70-80% de intención similar. Por ello, si se utilizan estrategias de puja automática, es preferible utilizar concordancia amplia directamente para captar tráfico similar a menor costo por clic.
matched phase match is now more like expensive broad it was supposed to get a little bit more relevant didn't really little bit more phrase match but it's still you're paying like two to three times more and it's still broad so your dictating what match type you're using um and if you're using phrase match on on any sort of automated bidding just go to Broad it's basically the same thing for cheaper exact match is more like phrase match now so exact match is getting you close variance where it says okay I'm getting 70 to 80% of the intent types so to sum it up exact is phrase phrase is…
Escúchalo en el minuto 41:01
Segmentación geográfica de campañas para aislar bolsas de eficiencia frente a la puja automatizada global
Canales de adquisiciónEn lugar de delegar todo el presupuesto a una única campaña automatizada (Smart Bidding / tCPA) a nivel nacional, conviene segmentar las campañas por estados o regiones clave. Esto evita que los algoritmos promedien y diluyan el rendimiento en zonas desfavorables y permite dirigir el gasto a áreas con mayor demanda o mejor capacidad operativa.
basically one massive tcpa campaign in 10 states and one daily ad spend and a do the work which also means hey let Google just give me whatever I deserve point where I can maximize efficiencies cut waste to as spend and then know that pushing an aspen into the state well it's all in one campaign and so I can't do that Google will do that and so when we the more often that we say well I can't do that Google will do that is is the area that we have those pockets of efficiencies that are now just being Blended inside of who else who whoever where are pockets of efficiencies conversing with the…
Escúchalo en el minuto 27:55
Evitar CBO y usar presupuestos por conjunto para testear creatividades en Meta Ads
Canales de adquisiciónAl testear creatividades o variaciones de ganchos (hooks) en Meta Ads, no se debe usar CBO (Campaign Budget Optimization) ni colocar múltiples anuncios dentro de un solo conjunto. El algoritmo suele concentrar el presupuesto tempranamente en el anuncio con señales iniciales arbitrarias y no en el de mejor rendimiento real. Lo recomendable es aislar cada variación en su propio conjunto de anuncios con presupuesto…
it's almost like a dual prong strategy it's like all the creatives all the variations in hooks then get put into its own individual adset but is excellent for that creative testing do not use CBO when you're testing creatives totally basically just says that one wins and even though it wasn't just different audience no same audience conversion based you may choose the one ad that just meta liked more not what have actually would have performed better and so I would say that take um I can't do math so do like 503 each um I do one campaign three ad sets $53 each that should be your creative…
Escúchalo en el minuto 56:07
Dominancia de Broad Match sobre Exact Match en campañas consolidadas de Google Ads
Canales de adquisiciónAl consolidar concordancia amplia (broad match) y exacta (exact match) en una misma campaña de búsqueda, la concordancia amplia tiende a acaparar alrededor del 80% de la actividad y presupuesto debido a su mayor alcance de términos de búsqueda, limitando la visibilidad de la concordancia exacta.
you're going to use broad match and if you're going to include broad match that is going to take every other variable including sometimes the exact matter more than the match types in a Broad and phrase and exact in one campaign just know that bra is gonna get 80% of the activity your exact might your broad match will get better activity why because it can go to a 100,000 Search terms more than your exact match so it just naturally earns all of that credit especially if your
Escúchalo en el minuto 38:23
Complementar campañas tCPA con una campaña clonada en 'Maximizar Clics' y concordancia exacta
Canales de adquisiciónClonar una campaña existente de Google Ads configurada en Target CPA (tCPA), cambiar las palabras clave a concordancia exacta y asignarle la estrategia de 'Maximizar Clics' permite captar tráfico cualificado a un CPC significativamente más bajo (hasta 5 veces menor). Esta campaña actúa como un motor de alimentación (feeder) y captura conversiones que el algoritmo de tCPA rechaza o limita por falta de certeza de…
makes sense then you clone that campaign Chang the the keywords from broad match to exact match sticking in the max clicks campaign this campaign says I could double the amount of traffic plus the people that are coming in here that I'm buying that are high quality and really cheap at a116 these people when they're ready to come come back this thing is going to then scoop it up and and convert them at a high CPC this is go yeah so this is my feeder engine but not change anything we're just going to bolt on the max cck strategy and that thing converted at almost a basic you know over a 3X…
Escúchalo en el minuto 13:12
Sinergia de presupuesto entre Meta Ads y Google Performance Max
Canales de adquisiciónAl escalar adquisición agresiva en Meta Ads, se debe asignar entre un 10% y un 20% del presupuesto a Google Performance Max para capturar la demanda derivada y el remarketing en todo el ecosistema de Google.
mix right now is if I'm pushing heavy like trying to scale metas the Focus performance Max is great um Scoops up everything at the bottom of remarketing but it is still capturing the people that are on the site in search shopping YouTube GSP discover display like in the Google ecosystem they will hunt them down I use about 10% of the budget though or 20% of the budget depending upon how long the sales cycle is longer Sal cycle more budget to Google more remarketing and then also
Escúchalo en el minuto 49:01
Canales de adquisiciónLa compra de tráfico y medios pagados no debe utilizarse para intentar salvar áreas o productos con bajo rendimiento, sino para amplificar lo que ya genera tracción orgánica y comercial: aislar el 20% de productos o mercados que generan el 80% de las ventas e inyectar presupuesto en acelerar esa fórmula probada.
that's every every client with e-commerce what is your 80 rule 8020 rule your Pera rule on your products what's the 20% of products making 80% of the sales isolate those identify the good audiences identif good areas expand into those so find out like companies started went from one to six and then what your job is to analyze and say well what happened from one to six what did you guys do can I throw more gasoline on that fire and paid media all we're doing is just exacerbating how they got there we're not looking to fix their company
Escúchalo en el minuto 31:17
Estructura dual de tCPA y Maximizar Clics por ubicación para reactivar y escalar campañas estancadas
Canales de adquisiciónCuando una campaña en Google Ads con puja tCPA (Target CPA) se estanca y no logra consumir presupuesto porque el algoritmo no se atreve a explorar, se recomienda hipersegmentar por ubicaciones geográficas y añadir una campaña paralela de 'Maximizar clics' asignándole un 20% del presupuesto (o un 20% incremental en las mejores regiones) para forzar tráfico y reactivar el aprendizaje.
separating out the one campaign that was on a tcpa that couldn't spend it couldn't actually achieve the goal that it wanted to achieve because it was getting stuck by a tcpa goal so it know and that's what's the difficult issue about using just an automated bidding strategy with a restricted bidding strategy is it's not going to be able to EXP explore once you say hey don't spend that money unless you can achieve that result it won't achieve the result so we had a two-prong approach in the future and so we took these nine states and we separated them out into their own tcpa campaign and then…
Escúchalo en el minuto 5:35
Medición y experimentosLas métricas reportadas dentro de las herramientas publicitarias son únicamente indicadores adelantados aproximados. Antes de aumentar presupuestos o modificar campañas, se debe verificar el impacto real en el sistema interno (backend) del negocio, confirmando la rentabilidad neta, la tasa de redención efectiva y la capacidad real de inventario o servicio.
the back end right because this metric's awesome but I'm not I'm not pressing any buttons until we know how that actually affect the business yeah is my benchmarking to Leading indicator to my top lines lagging indicator got it us the full backend access to everything that they track so I can see like okay that state we had these xes they were maybe or may not been redeemed what was the profitability of that do I have more um like I make I can't use my marketing tool because the metrics in there are like cool it's a broken clock the broken clock's headed in the right direction so first thumbs…
Escúchalo en el minuto 32:29
Canales de adquisiciónPara expandir el mercado total direccionable sin arriesgar la eficiencia de la campaña principal, conviene destinar un 20% del presupuesto a campañas exploratorias de tráfico más económico (como Max Clicks o vistas de video) de forma desacoplada; esto fuerza al algoritmo a explorar áreas geográficas o audiencias desatendidas y genera el volumen inicial que luego se retargetea y convierte.
campaign are five times what you're getting for the for for the max clicks about using video views first and then really really wide and all you do is you just retarget the video view audiences in your conversion campaigns you know people well you do it through strategies according to meta you just have to be able to feed the engine in order to get we will so this strategy basically risks a 20% incremental without without affecting my main campaign that stays static and bolting this on this is only things out allowing us to say no Google that you think can explore you're going to do 20%…
Escúchalo en el minuto 21:02
Control de riesgo mediante presupuesto diario en vez de límite de CPC en campañas de aprendizaje
Canales de adquisiciónAl probar o alimentar de datos el algoritmo con estrategias de Maximizar Clics (Max Clicks), no se debe fijar un límite estricto de CPC máximo (Max CPC bid limit), ya que esto bloquea la capacidad de aprendizaje del sistema para encontrar búsquedas de alta intención. En su lugar, el riesgo financiero debe controlarse asignando presupuestos diarios bajos en una campaña separada.
essentially what I don't like about the the portfolio bidding strategy is you're like you're you're putting up a barrier for it not to be able to learn into so for example if I have a Max click I don't set a Max CPC limit because if it needs to go to a higher amount of CPC in order to capture more initial people that I'm wanting to get I don't know what the price of those people are yet and I'm not going to dictate it yet but I will well what I will do is say you can go wherever you want on the CPC limit but I will keep you in a separate campaign you're not allowed to spend that much though…
Escúchalo en el minuto 44:09
Por qué las campañas con tCPA limitan la escala en Google Ads
Canales de adquisiciónEl algoritmo de tCPA (Target CPA) restringe el volumen porque solo puja cuando tiene una certeza matemática muy alta de que el usuario convertirá de inmediato. Esto deja fuera a una gran porción de la audiencia (hasta el 80%) que tiene intención y podría comprar, pero que aún no muestra señales definitivas de conversión inmediata.
going to convert so I'm not gonna bid on Ralph that's what tcpa does okay what we're identifying is does can Google not scale because it doesn't know or can Google not scale because it doesn't think that it can convert got it doesn't know it can convert and doesn't think it can convert are way too separate things I'm in an audience that can convert it's just it's selectively picking and choosing who' actually Target because it has a high degree of certainty that they're going to actually be the ones that buy whereas it's negating what the other 80% that might be buying but just maybe aren't…
Escúchalo en el minuto 15:09
Medición y experimentosLos clientes deben compartir sus métricas de back-end e ingresos reales (como citas agendadas y cobros efectivos) con sus agencias de marketing; operar a ciegas dificulta la optimización y perjudica el rendimiento del negocio.
that these appointments are actually getting booked and money is being always try to see if you can get the backend metrics or at least the client metrics that they're the reason why holding something back from the person with and you're you know it's a black box like you're really only hurting is is like you have to maintain that sort of level of transparency as if
Escúchalo en el minuto 35:19
Un objetivo de tCPA demasiado estricto limita la exploración algorítmica y cede demanda incremental a la competencia
Canales de adquisiciónCuando se fija un tCPA (costo por adquisición objetivo) muy bajo en Google Ads, el algoritmo restringe la exploración para evitar desviarse de la meta, dejando de captar clientes potenciales desconocidos. En cambio, competidores con objetivos de tCPA más holgados otorgan mayor margen de riesgo a la plataforma para explorar nuevas audiencias y capturar el volumen incremental de mercado.
what would would happened we have a tcpa goal set at X so Google says I only can risk a little bit right um I can only go a little bit outside of what I know in order to test and it's not enough to actually scoop up incremental my competitor has a tcpa Target that's tcpa set at X and Google says H I can't explore too much because if I did that and I was wrong I'm gonna be above the goal so you I need to be below that tcpa goal the target cost per acquisition I need to be X or below so if I test too much I'll be above now my competitor let's say they have a tcpa set higher mine their account…
Escúchalo en el minuto 22:55
Canales de adquisiciónLa estrategia de puja 'Maximizar Clics' en Google Ads tiende a iniciar con costos por clic (CPC) elevados para luego reducirlos progresivamente y estabilizarse en un punto medio tras al menos una semana de aprendizaje.
not have been long enough Max click used to be start low go high find the happy medium Max click now is start high go low then go back up so yes the $25 clicks suck but I would say has that been longer than a week let me know if that because Max clicks has changed from low to high now to high to low so it could work its way down and find a happy medium at like seven which might be
Escúchalo en el minuto 46:05
Testeo de creativos en Meta con campaña separada y presupuesto equitativo forzado
Medición y experimentosPara probar nuevos creativos en Meta Ads con bajo presupuesto, se recomienda crear una campaña de prueba dedicada con aproximadamente un quinto (1/5) del presupuesto de la campaña principal, forzando un gasto equitativo por conjunto de anuncios para garantizar que cada creatividad reciba impresiones suficientes antes de evaluar su rendimiento.
strategy so a creative testing campaign using using a lower budget like one fifth of the main campaigns and then sticking a equal ad spend per adset to force you want to force the campaign to actually get to see the actual ads that you're testing yes now there's one
Escúchalo en el minuto 54:30
Usar Google PMax con presupuesto reducido como soporte en el lanzamiento de productos nuevos
Canales de adquisiciónCuando se lanza un producto nuevo desconocido que aún no tiene volumen de búsqueda, pero se está generando demanda mediante campañas de video e imagen (Meta, YouTube, TikTok, Instagram), conviene activar Google Performance Max (PMax) asignándole solo el 10% del presupuesto total para que actúe como red de captura y asistencia de las conversiones generadas por los otros canales.
the context of which was say lunch let's launch pmax is if I say no one's searching for this no one knows what this is it's a brand new product we're going to be pushing on YouTube and meta and Tik Tok and Instagram let's launch pmax on on10th budget and have that assist everywhere else that would be the time where I say let's launch pmax that's the only time you do it there you
Escúchalo en el minuto 58:24
Canales de adquisiciónAl estructurar medios pagados, conviene enfocar el esfuerzo en escalar un canal principal (por ejemplo, Meta o Google) aumentando presupuesto agresivamente hasta alcanzar rendimientos decrecientes, mientras se usan canales secundarios con campañas automatizadas (como PMax o Advantage+) con un porcentaje menor de inversión para capturar el fondo del embudo o el segundo clic.
typically like retargeting like the the bottom of the funnel it's going to be a small percentage relative to your meta Google you just reverse it use advantage Plus on meta is if you're pushing I mean push more like no you are like doubling budgets every two months kind of thing um until you head and point to diminishing return before you go into the other channels to figure out how to it's going to be something automated on the second click side performance Max or
Escúchalo en el minuto 51:38
Canales de adquisiciónAl estructurar medios pagados, conviene enfocar el esfuerzo en escalar un canal principal (por ejemplo, Meta o Google) aumentando presupuesto agresivamente hasta alcanzar rendimientos decrecientes, mientras se usan canales secundarios con campañas automatizadas (como PMax o Advantage+) con un porcentaje menor de inversión para capturar el fondo del embudo o el segundo clic.
typically like retargeting like the the bottom of the funnel it's going to be a small percentage relative to your meta Google you just reverse it use advantage Plus on meta is if you're pushing I mean push more like no you are like doubling budgets every two months kind of thing um until you head and point to diminishing return before you go into the other channels to figure out how to it's going to be something automated on the second click side performance Max or
Escúchalo en el minuto 51:38
Canales de adquisiciónAl estructurar medios pagados, conviene enfocar el esfuerzo en escalar un canal principal (por ejemplo, Meta o Google) aumentando presupuesto agresivamente hasta alcanzar rendimientos decrecientes, mientras se usan canales secundarios con campañas automatizadas (como PMax o Advantage+) con un porcentaje menor de inversión para capturar el fondo del embudo o el segundo clic.
typically like retargeting like the the bottom of the funnel it's going to be a small percentage relative to your meta Google you just reverse it use advantage Plus on meta is if you're pushing I mean push more like no you are like doubling budgets every two months kind of thing um until you head and point to diminishing return before you go into the other channels to figure out how to it's going to be something automated on the second click side performance Max or
Escúchalo en el minuto 51:38
Mayor cuota de clics con menor gasto usando Max Clicks frente a tCPA
Medición y experimentosEn una prueba regional en California, una campaña configurada con Max Clicks alcanzó un 30% de cuota de clics (Click Share) invirtiendo solo una quinta parte del presupuesto que requirió una campaña paralela de tCPA ($1,500 de gasto), la cual obtuvo un 24% de Click Share y 22% de Search Pressure.
that California where it's a 1500 uh spend we captured a 22% search pressure and a 24% Click Share okay so we're pretty we're pretty state one campaign with a tcpa at 1500 right in California we're at a 30% Click Share on the max clicks um so it's kind are having different metrics even though one is spending one fifth it's actually making 5% more Market penetration it's
Escúchalo en el minuto 26:15
Rendimiento incremental de campaña en Maximizar Clics: CPC reducido y retorno superior a 3X
Medición y experimentosAl añadir una estrategia complementaria de 'Maximizar Clics' con $298 de gasto frente a los $1.480 de la campaña tCPA tradicional, se obtuvo prácticamente la misma cantidad de clics (256 vs 257) gracias a un CPC de $1,16 frente a uno $5 dólares más alto, generando conversiones directas de pago y un retorno superior a 3X sobre el gasto invertido.
didn't the max clicks though was really interesting saying spent 298 and got 910 this is with a $298 cost and a $1,480 cost so this is 5X yeah uh higher you can see 257 clicks 256 clicks almost clicks the cpcs are $5 difference $116 so the difference here here is this thing converted at almost a basic you know over a 3X return from a bolt on for
Escúchalo en el minuto 11:27
Incremento del 93% en volumen de reservas con solo un 10% más de inversión tras reestructurar a puja dual
Medición y experimentosTras sustituir la estructura consolidada estancada por la segmentación por estados con tCPA y Maximizar Clics, el valor de pagos y reservas confirmadas subió de $8,600 a $16,000 (+93.3% semana a semana) con un aumento en gasto publicitario de solo $693 (+10%).
see here that the uh this is what we're counting which is the booking info payment submitted so these are actually people that have booked and paid that one is up uh 93% day over day 93.3 five so $88,000 more so 8,600 up to 16,000 wow and the cost for this went up 693 bucks so 10% and that's in one state sorry that's the entire account got it got it so the entire account spent 10%
Escúchalo en el minuto 9:12
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