Marketero · Entrevistas
The Feeder Strategy: Because Your Campaign Deserves Better Friends | Perpetual Traffic EP 652
31 ideas de marketing sacadas de «The Feeder Strategy: Because Your Campaign Deserves Better Friends | Perpetual Traffic EP 652», de Perpetual Traffic…
- 31 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 01 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 31 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 31 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Canales de adquisiciónEn campañas de Performance Max para generación de leads, una de las principales fuentes de spam proviene de la red de YouTube y canales automatizados. Para eliminar hasta un 80% del tráfico fraudulento, se deben retirar los activos de video subidos y desactivar la creación automática de videos generados por IA dentro del grupo de recursos.
so if you're getting spam from lead try to pull out your video assets make sure no video assets are being developed could be I have like an 80% success rate with removing spam leads from performance Max by just removing the video allocation video assets and making sure that your AI generated videos are not being created or if they do make sure you remove them that should come that should complete the the spam issue
Escúchalo en el minuto 8:46
Uso de importación de conversiones offline (OCI) para blindar el algoritmo ante leads basura
Medición y experimentosPara evitar que los algoritmos de puja optimicen hacia granjas de clics o tráfico bot en campañas de video, se debe implementar la importación de conversiones offline (OCI), enviando a la plataforma publicitaria únicamente los leads validados y de calidad comprobada para no retroalimentar el sistema con señales fraudulentas.
we use OIC here so this is how we stop this is OIC offline importation of conversion actions means that we actually don't import anything unless it's good quality and you can see already see that I'm not counting these junk leads that's that's by Design that OIC will not send you two portion of performance Max down the wrong area because if they're not quality they don't get imported Google doesn't see them as a signal and they don't just get continually you know continually spammed
Escúchalo en el minuto 6:36
Canales de adquisiciónEn campañas de Performance Max enfocadas a generación de leads, el tráfico basura y los leads spam se originan predominantemente en los recursos de video y emplazamientos de YouTube en dispositivos móviles. El algoritmo detecta volumen inicial de actividad (impresiones o clics) y redirige automáticamente mayor presupuesto hacia YouTube creyendo erróneamente que generará conversiones de calidad.
coming from and what we found out is that when performance Max has YouTube assets when it has video assets when it YouTube YouTube is actually where the spam comes in and what we identified is the last click mobile. YT do I mean the URL was you mobile users from YouTube and so it got is that because performance Max is using the area for activity to dictate where it starts to spend more and when it uses the area of activity to identify that it then starts to push more into that area of activity hoping and waiting for allocate more adment to it that channel sometimes is YouTube and if you ever…
Escúchalo en el minuto 1:33
Configurar el tROAS como un suelo de protección y no como una meta rígida
Canales de adquisiciónEn estrategias de puja automática (como Google Ads), el Target ROAS (tROAS) o Target CPA debe tratarse conceptualmente como un suelo o un techo de seguridad y no como un objetivo deseado. Fijar un tROAS inicial muy alto (p. ej., 300%) provoca que, ante cualquier oscilación inicial de rendimiento, el algoritmo reduzca el gasto drásticamente y mate la campaña. En cambio, establecer un tROAS conservadoramente bajo (p…
this that's pretty much it my Taz 60% 60 I'm not getting a 60% I'm getting a 400 and 500 this is all non-brand by the way I can prove it but it starts off with a 60% t as Target because this is where I say hey if you're good you'll get a four and 500 if you're bad you'll get a 60 if you're bad you might you won't really get a 40 Aspen will stop but that's the Flor if you go below 60 pullback spend what a high T has Target like 300% would say is if you're not having a great day kill the entire account forever because once it falls below 300% threshold it pulls back spend and it's impossible…
Escúchalo en el minuto 31:27
Configurar objetivos de puja automática (tROAS y tCPA) como 'barandillas' y no como metas rígidas
Canales de adquisiciónAl utilizar pujas automáticas basadas en conversión en Google Ads (tROAS o tCPA), los objetivos no deben definirse como metas exactas y estrictas, sino como límites de contención ('bumpers' o techos/suelos flexibles). Establecer un tROAS más bajo o un tCPA más alto le da margen al algoritmo para optimizar y conseguir conversiones sin ahogar la entrega de la campaña.
optimizing campaigns using Auto biding so maximize conversion maximize conversion value Target return asent and Target cost per acquisition so your main bidding strategies I typically like to do a low traz or a high tcpa Target it allows it to breathe a bit don't think targets should never be considered a Target they should be considered a floor or a ceiling what I mean by that is they should not be thought of as I want a 300 I got a 300 you should say if my campaign is good set at 40 set at 60% tros or set if I want a $200 lead I'll set at $500 tcpa they are bumpers if you targets if you set…
Escúchalo en el minuto 27:35
Estrategia «feeder» para escalar campañas tROAS y tCPA en Google Ads
Canales de adquisiciónLas campañas inteligentes de Google Ads con tROAS o tCPA tienden a apoyarse internamente en audiencias de remarketing (RLSA) y capturan poco tráfico nuevo. Para escalarlas sin asfixiarlas, se debe usar una estrategia 'alimentadora' (feeder): una campaña con puja de Maximizar Clics y palabras clave en concordancia exacta que inyecte tráfico frío barato y de alta intención, creando la masa de usuarios que el algoritmo…
traffic and that's because it uses an rlsa in its algorithm it doesn't we don't use an audience of our LSA it does it for you so the feeder strategy is can I bring new users to the site ping that rlsa that we know that Google's using in the TCP and T Ros campaign feeded a whole bunch of cheap traffic with high intent which means Max clicks with exact match once they get in there it says okay now I'm going to wait for these people that's T roas is going to wait it's it's going to do it it's going to wait but if I can load it up with a thousand people it's going to wait for run than 100 people…
Escúchalo en el minuto 47:29
Estrategia 'feeder': subordinar Performance Max a Búsqueda elevando su objetivo de ROAS
Canales de adquisiciónPara evitar que Performance Max compita y encarezca los clics frente a las campañas de búsqueda tradicionales, se puede fijar un tROAS significativamente más alto en PMax. Esto reduce intencionalmente su Ad Rank y CPC, forzándola a operar como captador de segundo clic y remarketing de bajo coste mientras la campaña de búsqueda absorbe el primer impacto de alta intención.
650 but two my T row as targets are higher so I'm purposely trying to make it a lower ad rank lower ad rank usually lower CPC when you want a more profit it can't spend higher CPC so it's pushing ad rank down on purpose which is forcing it cheaper cpcs but also following it because it's usually secondary click that's the feeder strategy your first click in high intended bound search good good placement the second click performance Max just waiting to convert and waiting to take credit for everything else's hard work good I want theoretically in order for us to push performance max out of…
Escúchalo en el minuto 18:37
Medición y experimentosEn campañas de generación de leads con Performance Max, se debe enviar a Google únicamente el valor de conversión cuando el lead realmente se concreta o vende (conversión offline), no al momento de enviar el formulario. De lo contrario, el algoritmo interpreta cualquier lead (incluyendo bots y tráfico basura de YouTube) como un éxito y aumenta el gasto en emplazamientos fraudulentos.
conversion value is only when not when we generate a conversion but when we sell it to the when we sell it to the we generate the lead we sell once we sell it Google only sees what we sell and that is going to stop the performance Max from trying to go to YouTube getting a whole bunch of junk itself on the back and Blasting spam to the Moon that's what ends up happening is spirals out of control on itself because it identifies activity must be good identifies leads must be better dumps more Asen into it gets more spam leads must be even better we got to stop all that we gota make sure it's…
Escúchalo en el minuto 20:10
Canales de adquisiciónEl rendimiento inmediato de las campañas de Google Shopping no depende de meses de 'entrenamiento' del algoritmo, sino del trabajo de optimización previo al lanzamiento. Para asegurar conversiones rentables desde el primer día, se deben seleccionar los SKUs más vendidos y optimizar minuciosamente los títulos del feed, descripciones, categorías, imágenes, identificadores GTIN y competitividad de precios antes de…
setting something up right the first time because people like well I need weeks I need months you got to teach an algorithm it's got no that's all Google does learn yes Google does feed yes that all that's good stuff but there and you want to do all of your work up front feed optimizations your titles the proper skews that you should be marketing don't just throw everything in that's by Design so you do your research first and you say okay I think this matter what the T RZ is do the work but that's because it's the work beforehand before you launch the campaign if you're not looking at titles…
Escúchalo en el minuto 30:47
Estrategia 'Feeder' para Google Ads: Exact Match para alimentar datos y Broad Match / PMax para convertir
Canales de adquisiciónLa estrategia 'Feeder' combina una campaña de concordancia exacta con puja Max Clicks a bajo CPC para alimentar la etiqueta y el píxel con perfiles de alta intención, y una campaña en concordancia amplia o Performance Max con tCPA/tROAS para perseguir y convertir a esos usuarios según sus señales de comportamiento.
strategy can't in the feeder strategy is two search campaigns a Max click on exact and a tcpa or t roaz on Broad feed of strategy Max click exact match get great quality search term at low cpcs they just may not buy yet that's okay you're teaching your Ecom prod here's what the person is and what they're interested in now when they're getting ready to convert send performance Max at them and hunt them after them that's broad so those two work together we're simply replacing the online ecosystem that teaches the algorithm who the audiences are with our own ecosystem that teaches our own tag…
Escúchalo en el minuto 35:57
Estrategia feeder en Google Ads: reducir el tROAS en Standard Shopping para asegurar el primer clic
Canales de adquisiciónEn una estrategia 'feeder' de Google Shopping combinada con Performance Max, la campaña de Standard Shopping debe configurarse con un objetivo de ROAS bajo y agresivo (por ejemplo, cerca del 100%) para pujar con CPCs más altos y ganar la primera posición en búsquedas genéricas. Su propósito no es cerrar la venta inmediata con alto ROAS, sino captar la primera impresión y consideración del usuario en su recorrido de…
hey yeah so absolutely so the feeder aggressive and get the first clicks I would take your 280 standard shopping I'd bring that bad boy down to 100 want the clicks to come in standard shopping you want the revenue to come in standard shopping but also a lot in pmax and the reason why you want that is because you don't want your first click to always win it's not really possible that's what performance Max comes in so want high amount of inbound traffic with you look at the the cpcs 60 cents on performance Max but $3.50 of Stander shopping why is it up here I want to be first I am number with…
Escúchalo en el minuto 51:13
Consolidación de campañas de búsqueda en una sola para evitar canibalización y escalar presupuesto
Canales de adquisiciónFusionar múltiples campañas de búsqueda fragmentadas en una única campaña estructurada por grupos de anuncios elimina conflictos de palabras clave negativas y facilita escalar presupuestos elevados de forma controlada, evitando que campañas individuales compitan entre sí y fluctúen de forma errática.
now that we've combined all of our multiple search campaigns into one big search campaign separated them out by ad conflicting NE keywords this is what we're trying to solve for but now we can actually kind of like push and pull activity in and out of the campaigns by Target row as goal by the ad group but still give this 20 Grand a day and try to get this thing up to him a nice $25,000 per day in that spend it's continually grow it so that negative keywords aren't an issue keyword sculpting is not an issue we can control uh the ad spend with all of the campaigns so if they overlap that's…
Escúchalo en el minuto 10:38
ConversiónEn ecommerce de moda o indumentaria D2C, no se debe invertir pauta publicitaria en productos con alta tasa de devolución (como un 50%) hasta optimizar la ficha de producto (PDP) con tablas de tallas visibles y medidas explícitas en centímetros y pulgadas; mientras se soluciona, el presupuesto debe reasignarse a categorías rentables.
like dresses fits true to size order one you the measurements if you're wanting a size medium it has this waist this bust this length put the actual inches and millimeters or centimeters sorry I I and your centimeters on that page so and because it's a DDC apparel I'm I would really look at how do we get the measurements and the fit proper before they order on the PDP big bold right underneath like fit chart fit guide fit size something that that does being explained my opinion don't even Market this yet don't even run ads to it until it's figured out spend your money many are have been sold…
Escúchalo en el minuto 40:12
Canales de adquisiciónEs recomendable usar Standard Shopping para pagar por la atención inicial y luego aprovechar Performance Max con un CPC menor y mayor volumen en YouTube, Search, Discover y Display para dar seguimiento continuo al usuario durante una o dos semanas.
be like the next 60 Cent clicks search shopping YouTube gsps discover display that is going to just follow them around for a week or two you already spent the money to get the attention standard shopping now spend a little bit less CPC behind higher volume in reminding them and going after them performance Max so separate those up so that your standard shopping gets good placement and then
Escúchalo en el minuto 55:15
Canales de adquisiciónNo se deben negativizar términos de búsqueda irrelevantes que apenas tienen 1 impresión o cero clics. Conviene esperar a tener volumen representativo (como 30-40 impresiones o 2-3 clics) que demuestre que seguirá consumiendo presupuesto al escalar.
gonna added a negative keyword is there more than like 30 40 Impressions is it more than like two or three clicks is it something I think that if I continue to scale spend it's gonna continue to happen if so then yes kill it but don't Impressions you don't have to negate those if you're not getting clicks on it but make sure you have enough to say like hey this is actually going to take effect otherwise you're just spinning
Escúchalo en el minuto 35:13
Canales de adquisiciónFijar un tROAS demasiado alto o un tCPA excesivamente bajo reduce drásticamente el tamaño del público objetivo y paraliza el gasto publicitario. En lugar de considerarlos un 'blanco fijo', deben tratarse como amortiguadores (un suelo para el ROAS o un techo para el CPA): fijar un tROAS objetivo bajo y permisivo otorga flexibilidad al algoritmo para explorar y suele arrojar rendimientos reales mucho más altos (3x a…
and the tighter your T roaz goal is or the tighter your tcpa goal is the more finite the smaller audience it is and a thousand people go down to 12 people and it's like cool I'll get you a thousand Ro but I gota wait for these 12 people to come back that's why I can only spend put a if I put a if I was getting 500% Raz on a 40% Taz if I took that 40% Taz and bumped up to a 400% t- r it was getting five I'd kill the will convert that's the higher your traz Target or the lower your tcpa target the more restrictive it gets hey don't spend a dollar unless you're gonna make me 10x oh man I don't…
Escúchalo en el minuto 46:58
Identificación de granjas de clics en YouTube Ads mediante CTR anómalos
Medición y experimentosEl tráfico fraudulento de bots y granjas de clics en YouTube Ads puede detectarse en el informe de emplazamientos ('Where ads showed') al ordenar por CTR: registros que muestran una impresión o vista y múltiples clics (con tasas de clics imposibles del 200% al 700%) evidencian canales que monetizan visitas compradas inflando artificialmente la interacción publicitaria.
then we go into insights reports where ad showed go into where ad showed here here and then y I already did it drop down by click the rate watch this so you what I mean by report them is you have 18 Impressions 11 views and 127 clicks loud but when you have one view one impression one View and six clicks now there's a lot of spam here the click the rates are 400% 500 600 700% that's not possible I it's possible but it's it's page is Spam 50 50 YouTube channels in spam over 200% uh click the rate this is group the YouTube channel goes and pays click farms and Bots to go and visit their YouTube…
Escúchalo en el minuto 5:56
Deflactar el valor de conversión reportado vía OCI para forzar el escalado de Google Ads
Medición y experimentosCuando los algoritmos de Smart Bidding de Google Ads tienden a estabilizarse artificialmente en torno a un retorno objetivo mínimo (1x ROAS) y frenan el gasto, se puede recortar sistemáticamente un porcentaje del ingreso real antes de importarlo vía conversiones offline (OCI). Al reportar menos ingresos de los reales, el sistema mantiene pujas disciplinadas y permite escalar el gasto con un margen de beneficio real…
right direction we're purposely skewing the actual Revenue down instead of Google ads because this account historically never really got above 90 so we actually once we hit to like 110 and 120 we just took 20% out so if we actually make 100 bucks we sent 80 to Google I don't know why Google really likes just hitting 1X so we're like well let's just fluff it so if it makes 150 take out 50 makes 200 take out 100 just tell Google that we can never get over a 100 and it scales so that was something that worked really well we actually remove some value in the attribution pre sending it through OIC…
Escúchalo en el minuto 16:10
Una tasa alta de devolución de producto no se soluciona modificando la adquisición de tráfico
ConversiónUn porcentaje elevado de devolución de producto (como un 50%) en ecommerce no es un problema de palabras clave o de tráfico, sino de fricción en el producto o en la web (expectativas engañosas, mala descripción o problemas de tallas). Se resuelve con claridad en la página, guías precisas o herramientas interactivas de tallaje.
touch on this if there's a 50% return rate that is something that is not really possible to solve within traffic driving really isn't there is something on the site that is misleading them or they haven't done enough explaining to the fact that hey the time did is it a misunderstanding is it fitting wrong is it oversold over promised underd deliver are they are back half the time you will not traffic your way out of that that is not a keyword issue at all some things for example tungsten rings have a ring sizing chart that people can print out punch a hole put their finger in we've done that…
Escúchalo en el minuto 38:57
Canales de adquisiciónAprovechando la actualización de Google Ads en la que Performance Max ya no canibaliza de forma absoluta a las campañas estándar si estas tienen mejor Ad Rank, es posible estructurar una estrategia 'feeder': utilizar campañas estándar de Shopping o Búsqueda para captar la intención inicial y limitar Performance Max a tareas de remarketing.
strategy in shopping is actually something that we uh used performance Max for with performance Max's new update that came out in October that said performance Max is no longer going to compete with standard shopping and it's going to allow the campaign that has the better ad rank to go head and kind of you know take control and so we structure that in a way that obviously we can have standard shopping be the feeder um where performance Max simply just does the the remarketing of it and
Escúchalo en el minuto 0:11
Optimizar la inversión en medios según métricas unitarias del negocio en lugar de ROAS de canal
Medición y experimentosLa asignación presupuestaria multicanal debe regirse por límites y métricas agregadas de salud del negocio (como CAC global, coste por nuevo cliente eNCAC y LTV) en vez de optimizar de forma aislada por métricas superficiales de plataforma (impresiones, clics o ROAS de canal), las cuales suelen distorsionar el rendimiento real.
using your real metrics um not like you know Impressions click row as CPA all that stuff this is more like you know cacr LTV ecnv all the actual metrics that matter to your business Health client to establish those Baseline targets and say here our Global enac cannot go overx our LTV has to maintain and make sure that everything is healthy because if the business metrics doesn't matter what channel if the business metrics are off it's an all Hands-On spending on brand focusing too much on row as and then they start adding in ad
Escúchalo en el minuto 24:11
Alinear la estructura publicitaria al ciclo de decisión y precio del producto
Investigación de mercado y clienteLa estrategia de campañas y pujas debe diseñarse a partir de cómo compra el usuario en la vida real: compras impulsivas o de urgencia requieren un camino directo, mientras que productos de ticket alto (como $5,000 o $10,000) exigen secuencias de contacto prolongadas de semanas o meses, ya que casi nunca convierten en el primer clic.
starting to think about this differently like if I'm a 47 year-old mother of hungry and I need to get like a new bottle um what do I want to do that's gonna be different than you know I'm looking at a $5,000 solar generator that might be you know a three-month time period what do I need to know what what do I need to decide like you want to build your marketing off of how people buy things and then say okay how do I leverage the settings in order to be more matched up with the user how do I make sure that I'm not just going to get one click standard shopping on $10,000 product you know they…
Escúchalo en el minuto 59:39
Auditoría integral del feed y factores comerciales antes de activar campañas de Shopping
Canales de adquisiciónSubir catálogos masivos a Google Shopping esperando conversiones sin optimización previa no es gestión profesional sino juego de azar. Antes de pautar, se debe optimizar el feed (títulos e imágenes), validar la competitividad de precios, revisar la presencia en marketplaces (como Amazon), la segmentación geográfica y la coherencia con promociones de email.
beforehand it's not a skill my opinion to take a thousand products stick it in shopping throw five or C T RW and cross your fingers it's not a skill that's a Gamble and you're getting paid to gamble take some pride like you know say hey I'm going to look through the feed optimization I'm look at the title what image is showing up is it the right geographical location is there a better one is our pricing right do we sell on Amazon what's our competition doing is there a sale what's email doing you have to look at all that and say okay all of those line now I could do it don't gamble with your…
Escúchalo en el minuto 50:15
Canales de adquisiciónCuando solo se utiliza Google Ads y se requiere remarketing para capturar usuarios que no convirtieron en búsqueda, se puede usar Performance Max omitiendo intencionalmente videos y titulares largos para forzar que el presupuesto se concentre en Display y no se diluya en ubicaciones no deseadas como YouTube o Gmail.
capture those people and that's why that's where my performance Max come in because we have no meta we have just Google that's it for this entire company so what we did is launched a performance Max campaign that have the asset group that is very similar to the I'm I'm literally typing in like long headlines a so I don't get long headlines and I I don't jump into like Gmail so I'm actually purposely like putting an A so that it hopefully it doesn't get any more engagement out this logo no video though it's very important but also on display for doing remarketing I don't really care about…
Escúchalo en el minuto 12:36
Canales de adquisiciónCuando solo se utiliza Google Ads y se requiere remarketing para capturar usuarios que no convirtieron en búsqueda, se puede usar Performance Max omitiendo intencionalmente videos y titulares largos para forzar que el presupuesto se concentre en Display y no se diluya en ubicaciones no deseadas como YouTube o Gmail.
capture those people and that's why that's where my performance Max come in because we have no meta we have just Google that's it for this entire company so what we did is launched a performance Max campaign that have the asset group that is very similar to the I'm I'm literally typing in like long headlines a so I don't get long headlines and I I don't jump into like Gmail so I'm actually purposely like putting an A so that it hopefully it doesn't get any more engagement out this logo no video though it's very important but also on display for doing remarketing I don't really care about…
Escúchalo en el minuto 12:36
ConversiónEl algoritmo de Google no se 'entrena' para convencer a la gente de comprar un producto deficiente; su función es únicamente enviar tráfico calificado. Si la velocidad del sitio, las imágenes, la prueba social, el precio y la oferta no están optimizados, ninguna estrategia de puja ni aprendizaje algorítmico generará conversiones.
Google we drive traffic it's really what we do we drive primarily we drive traffic so when you send fantastic traffic if you have good high tcba Target but everything else like the conversions that happens if the website is good you're very rarely going to say Hey Google got so smart IT convinced people on their first visit that they actually want the shitty product doesn't happen Google never get that smart doesn't matter people are to go through all the foundational steps you have a good product you have good feed you have good website it's fast it's mobile friendly all of those things
Escúchalo en el minuto 56:58
Evitar negativizar términos de búsqueda basados en un único clic o impresión
Canales de adquisiciónAl utilizar pujas automáticas en campañas de búsqueda o shopping, no se deben añadir palabras clave negativas de forma reactiva ante una única impresión o un solo clic no relevante. Excluir términos aislados sin suficiente volumen estadístico es ineficaz, ya que es probable que esa anomalía no se repita; las palabras negativas solo deben agregarse cuando existe suficiente volumen acumulado de datos que demuestre un…
plentiful if you have to add negative keywords wait until you have um wait until you have kind of like what they call a enough enough information for it to be useful so what I mean by that is auto bidding and you're seeing seeing irrelevant Search terms if you see one impression one click and in irrelevant search term if you negate that you're like the cop that shows up like after the murder has been to try to stop it like it's one impression one click and one search and it might be odd like that may never happen again so you may add a negative keybo like Haha I've ensured
Escúchalo en el minuto 34:36
Identificar canales spam en YouTube mediante CTR superiores al 30%
Canales de adquisiciónAl auditar ubicaciones y canales en campañas de YouTube Ads, un CTR por encima del 30% (o ratios desproporcionados de clics frente a pocas impresiones/vistas) suele indicar actividad de bots o tráfico fraudulento; dichos canales deben excluirse y reportarse.
YouTube keep YouTube Clean with looking at the click the rates if they're above you know 30% you're probably getting some spam make sure remove those channels like you saw after I removed the channel also made a complaint Google when it's the obvious one where it says one impression one and one View and of you know 127 clicks it's like all right I can see the spam there so that's an
Escúchalo en el minuto 21:42
Medición y experimentosAumentar el presupuesto en Google concentrándolo en tráfico de marca o remarketing eleva artificialmente el ROAS atribuido dentro de la plataforma publicitaria, pero a nivel global incrementa el costo de adquisición de usuarios primerizos (eNCAC) y reduce el MER (Marketing Efficiency Ratio) al no aportar conversiones incrementales reales.
spend and so then you're like okay why is my Merr dropping and why is my enac increasing and that's you can kind of Google Google's been increasing ining its ad spend you know 60% the ecnv has gone up 80% because it's doing more remarking more brand so it's actually costing you more money to bring in people who are firsttime users to the site the attributable row as an app probably looks good but it actually didn't contribute any more conversions so can we pull that back it becomes
Escúchalo en el minuto 25:09
Canales de adquisiciónLas estrategias automáticas de puja en Google Ads tienden a reservar el presupuesto diario a la espera de que usuarios con historial de navegación vuelvan a buscar para cobrar un CPC inflado (en lugar de descontarlo como se hacía tradicionalmente con RLSA), ya que el algoritmo aprovecha la alta probabilidad de conversión para alcanzar el ROAS objetivo a un coste por clic superior al de la subasta competitiva…
algorithmically based I'll share with people believe that Google is so smart gonna buy that's not what happens it's people strategies like the remark list for search ads that were created by our community they are now using that and charging us for it three times more than by that is typically with rlsa we target audiences who have been on our website and we do a negative B adjustment down we say hey if you bet on our website right than a $3 bid I'm G to bid you know maybe a dollar I don't want to keepay paying high fees and high cpcs Google did said hm I can make money off that they said I'm…
Escúchalo en el minuto 42:14
Canales de adquisiciónLas estrategias automáticas de puja en Google Ads tienden a reservar el presupuesto diario a la espera de que usuarios con historial de navegación vuelvan a buscar para cobrar un CPC inflado (en lugar de descontarlo como se hacía tradicionalmente con RLSA), ya que el algoritmo aprovecha la alta probabilidad de conversión para alcanzar el ROAS objetivo a un coste por clic superior al de la subasta competitiva…
algorithmically based I'll share with people believe that Google is so smart gonna buy that's not what happens it's people strategies like the remark list for search ads that were created by our community they are now using that and charging us for it three times more than by that is typically with rlsa we target audiences who have been on our website and we do a negative B adjustment down we say hey if you bet on our website right than a $3 bid I'm G to bid you know maybe a dollar I don't want to keepay paying high fees and high cpcs Google did said hm I can make money off that they said I'm…
Escúchalo en el minuto 42:14
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.