Marketero · Entrevistas
Why Google Performance Max Now Kinda Sucks & When You Should Use It | Perpetual Traffic EP 520
26 ideas de marketing sacadas de «Why Google Performance Max Now Kinda Sucks & When You Should Use It | Perpetual Traffic EP 520», de Perpetual Traffic…
- 26 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 59 min
- Publicada en 2023
Ver la entrevista entera en YouTube
De qué habla
Las 26 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 26 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 adquisiciónEs preferible gestionar anuncios de YouTube mediante campañas dedicadas dentro de Google Ads en vez de delegarlos a Performance Max, ya que PMax trata el inventario de YouTube como red de Display y anula los controles específicos de ubicación, formato y comportamiento de consumo característicos de la plataforma.
Um, I don't like YouTube and Performance Max because Performance Max treats YouTube like display. Uh, if you're going to run YouTube ads, the theory there is that you have really solid creative and YouTube has a bunch of settings. Um, you know, YouTube specific placements and strategies that are only available and accessible if you run YouTube ads, um, with the intent of running YouTube ads. So run YouTube ads specifically, which still happens inside of the Google ad dashboard. Uh, so I don't love the way that Performance Max utilizes YouTube, but just kind of like lumps it in with all the…
Escúchalo en el minuto 54:22
Las exclusiones en algoritmos publicitarios no garantizan prospección pura
Canales de adquisiciónConfigurar exclusiones de clientes actuales o compradores previos en plataformas como Meta o Google Performance Max no garantiza adquirir tráfico 100% nuevo, ya que los algoritmos de optimización de conversión tienden de forma natural a buscar usuarios familiarizados o con mayor propensión previa a convertir.
for a fact you're probably not excluding previous customers in any of your targeting. You're not doing exclusions. And exclusions are not a be-all, end-all, by the way. Like, even though you can do exclusions and I know you can do the same thing on Google Performance Max, it doesn't guarantee that the algorithm is still going to find people who are familiar with your brand or maybe even bought before, engaged with your brand prior. But the algorithms are always going to corner the market on the people who are most likely to convert, right?
Escúchalo en el minuto 51:19
Canales de adquisiciónPara adquirir nuevos clientes en Google Ads en lugar de sólo reactivar a los existentes, es preferible reducir la inversión en Performance Max y destinar presupuesto a campañas tradicionales (Search, Standard Shopping o DSA), aceptando que el ROAS aparente será menor pero el costo de adquisición será genuino.
And what we've had to do is we've had to pull back on performance max massively and lean into more traditional campaign types for e-com. That's standard shopping, um, or even DSA, uh, which is dynamic search ads, um, for Legion, that's traditional search and DSA. Um, search is always a great place to start because you know, you're getting in front of somebody that wants what you got. And for new customer acquisition, it's really helpful. I can get you new customers, but they're going to be five times as much. So your ROAS is going to drop. And, what really what people are saying is, well, I…
Escúchalo en el minuto 22:17
Canales de adquisiciónPara adquirir nuevos clientes en Google Ads en lugar de sólo reactivar a los existentes, es preferible reducir la inversión en Performance Max y destinar presupuesto a campañas tradicionales (Search, Standard Shopping o DSA), aceptando que el ROAS aparente será menor pero el costo de adquisición será genuino.
And what we've had to do is we've had to pull back on performance max massively and lean into more traditional campaign types for e-com. That's standard shopping, um, or even DSA, uh, which is dynamic search ads, um, for Legion, that's traditional search and DSA. Um, search is always a great place to start because you know, you're getting in front of somebody that wants what you got. And for new customer acquisition, it's really helpful. I can get you new customers, but they're going to be five times as much. So your ROAS is going to drop. And, what really what people are saying is, well, I…
Escúchalo en el minuto 22:17
Seguimiento inmediato por SMS para maximizar la asistencia a llamadas de venta
ConversiónEn negocios de servicios y B2B, contactar al prospecto por SMS casi de inmediato tras enviar su formulario de contacto duplica la tasa de asistencia a las citas agendadas, superando la efectividad del correo electrónico gracias a su alta tasa de apertura.
And we've talked about this in the past with the Go High Level CEO about speed to lead. The one truth is that it doesn't matter what your CPL really is. But how quickly are you going to follow up with that lead once it comes in the door so you can get them on the phone? still speed to lead, meaning after the initial submission for the application or for the name, number, phone number, email, it's really important that you follow up with them nearly immediately. We've been using it now for three or four weeks, and I think it's doubled our show-up rates in that short period of time. The thing…
Escúchalo en el minuto 10:07
Evaluar el Media Efficiency Ratio (MER) frente al ROAS de plataforma
Medición y experimentosEl Media Efficiency Ratio (MER) debe ser la métrica principal de rentabilidad para líderes de marketing, ya que mide el impacto real del gasto publicitario en los ingresos totales del negocio, protegiendo contra los ROAS inflados o aislados que reportan las plataformas pero que no se reflejan en la cuenta bancaria.
And if you have any question as to whether or not it works, then just look at your media efficiency ratio when you use it compared to when you don't. And that's the purest way to see the true impact that performance max is having on your overall campaign performance. Which incidentally, for all my CMOs and director of marketing, you have to be looking at MER, M-E-R, media efficiency ratio. It's probably the single most important KPI in marketing, period. And it will protect you from situations and instances where your Google Ads agency says, oh, you're getting a 900% ROAS. But for whatever…
Escúchalo en el minuto 46:10
Canales de adquisiciónLas campañas de Performance Max en Google Ads suelen mostrar un ROAS muy alto porque el algoritmo se inclina fuertemente por canibalizar tráfico de marca, clientes repetidos y remarketing de fondo de embudo, resultando ineficientes para la adquisición real de nuevos clientes.
And so performance max sucks at new customer acquisition specifically. performance max or if your employees are running performance max, your ROAS probably looks great. Um, because your ROAS looks great, but what you don't realize is Google selling your own traffic back to you, leaning heavy into remarketing, having a brand heavy into competitor traffic, poachable traffic, bottom of the funnel traffic, um, interest-based traffic, fine. But those aren't necessarily new customers. And if your goal is new customer acquisition, um, then performance max is, it's actually not And we're like, well…
Escúchalo en el minuto 21:18
Asegurar la infraestructura de medición y rastreo como primer paso ineludible
Medición y experimentosConfigurar y verificar la infraestructura técnica de analítica y rastreo (el 'plumbing') debe ser siempre el primer paso obligatorio antes de activar o escalar campañas de adquisición, ya que ninguna optimización de mensaje o creativo tiene impacto real sin atribución y datos fiables.
I always love this expression. It's like from Dennis, you is, you know, setting up your plumbing is always going to be sort of table stakes, making sure your tracking is in place. Just do that first. And I know that's a mantra, like we always talk about that. It's like, it doesn't matter unless you have that. It's usually the first thing that we look at whenever either one of our companies does an audit for any of the hundreds of businesses we've done this for.
Escúchalo en el minuto 33:59
Recuperar carritos abandonados mediante SMS contextual con urgencia temporal
ConversiónEnviar un mensaje SMS automatizado inmediatamente después de que el usuario abandone un producto en el carrito, ofreciendo un descuento exclusivo por tiempo muy limitado (como 15 minutos), acelera la decisión de compra aprovechando la intención activa del usuario.
That's the thing that I like is their SMS is specific to my customer journey. I put a Lego castle in my shopping cart, left the cart because I just didn't want to get it. And then they sent me a text message saying, Hey, for the next 15 minutes, you can get some percentage off. I, and I'm just like, well, of course I'm going to do that now. You know, you already know I want the damn thing.
Escúchalo en el minuto 17:11
Canales de adquisiciónGoogle Performance Max puede estructurarse en tres modalidades según el objetivo táctico: 1) 'Feed only', que limita la campaña a emplazamientos de Shopping emulando a Smart Shopping; 2) 'Non-feed', que prescinde del catálogo de productos para funcionar como campaña de búsqueda dinámica (DSA) y captar interés en la parte alta del embudo; y 3) 'Full build', donde se aportan feed, todos los recursos creativos y…
And to preface, one thing to note is performance max has three manifestations. It has more than that, but three primary manifestations, which would be feed only. And performance max feed only, if you're not familiar with that, it's when you effectively hamstring performance max intentionally. And you kind of turn it into a smart shopping campaign because feed only forces it to go into shopping based placements. Then there's the performance max non feed for e-com, which is also really interesting. It kind of tricks performance max into being something like a DSA campaign. It doesn't…
Escúchalo en el minuto 43:55
Reducción de ausencias en llamadas de venta mediante recordatorios automáticos por SMS
ConversiónPara disminuir la tasa de no-shows o ausencias en las llamadas de descubrimiento y ventas, se recomienda integrar un sistema automatizado de recordatorios por SMS directamente en el CRM.
And one of our issues was, when I started doing some of the discovery calls, is that we would have a fair amount of no-shows. So we installed a system of SMS texting. But I will say this, if you're on HubSpot right now, I would highly recommend this. It's called Sakari SMS. But this works really, really well.
Escúchalo en el minuto 9:06
El objetivo de adquisición de nuevos clientes en Performance Max suele degradar las campañas
Canales de adquisiciónActivar la casilla de optimización para adquisición de nuevos clientes (New Customer Acquisition) en campañas de Google Performance Max frecuentemente hunde el rendimiento o sigue vendiendo a clientes recurrentes debido a la incapacidad del algoritmo para identificarlos con precisión.
So different for our listener, if you don't know, Google has a button you can press quite literally, there's a box you can check and it's, it's basically asks Google to prioritize new customer acquisition. And, uh, man, it's just, it just tanks campaigns to date. I have yet to see it work one time. I see two things happening. The first one is, uh, the campaign just goes to absolute shit and doesn't sell anything or it continues to sell to repeat clients. And Google's unable to identify who a repeat client is. Um, every now and again, you see a minor lift in new customers, but it's not enough…
Escúchalo en el minuto 26:43
El SMS como canal prioritario para contactar a directivos y fundadores de alto nivel
Canales de adquisiciónA medida que los fundadores y directores ejecutivos delegan la revisión de su correo electrónico a asistentes, los canales de mensajería directa y SMS se convierten en la vía más efectiva para obtener una respuesta personal y directa.
And what I've noticed too is, you know, the higher end entrepreneurs, as soon as somebody has an EA effectively, they're out of their own email. And if you really want to get in front of them, you're going to probably have a far greater likelihood doing so either in SMS or another type of messaging app. And so I think follow up with SMS is the exact right approach to take, especially if you're dealing with, you know, higher end founders, CEOs, those types of folks.
Escúchalo en el minuto 13:18
La automatización de medios desplaza el rol del media buyer hacia creativos, copy y CRO
Canales de adquisiciónA medida que las plataformas publicitarias avanzan hacia una automatización total de la compra técnica de medios ('introducir dominio, tarjeta de crédito y lanzar'), la diferenciación y el valor del profesional de marketing se trasladan a la estrategia de mensaje, el volumen de creativos, la optimización post-clic (CRO) y la oferta.
It's that the media companies on a long enough timeline aren't going to give you the buttons you need to buy. It's going to be, give me your domain, give me your credit card and then hit go. Now you'll still have a job, Ralph, cause you do post-click, CRO, offer, creative, all that shit. The point is, is that I think the reliance on messaging and front end strategy. But then secondly, for us, it's all about like, all right, figure out what that messaging really is. And that is a human endeavor right now, aided and abetted and made more effective by AI.
Escúchalo en el minuto 32:13
Medición y experimentosEn la gestión profesional de Google Ads no se puede dar por definitivo un fallo pasado; los constantes cambios internos de la plataforma obligan a re-testear con regularidad configuraciones que antes no funcionaban, ya que mejoras técnicas silenciosas pueden hacerlas rentables de un día para otro.
So I wouldn't, I, you know, I'll continue to test it and, you know, like we continue to And that's the other really frustrating thing about Google is you can never be sure what happened yesterday is what will happen tomorrow. Um, it feels a lot like being gas lit, you know, like I've learned 29 days out of 30 that the new customer acquisition setting and performance max doesn't work. But if I don't test it again tomorrow, I could get left behind because one day some Google engineer will realize like, Oh goodness, we put the wrench where the sprocket should be and then they fix it. And now all…
Escúchalo en el minuto 27:31
Medición y experimentosEn la gestión profesional de Google Ads no se puede dar por definitivo un fallo pasado; los constantes cambios internos de la plataforma obligan a re-testear con regularidad configuraciones que antes no funcionaban, ya que mejoras técnicas silenciosas pueden hacerlas rentables de un día para otro.
So I wouldn't, I, you know, I'll continue to test it and, you know, like we continue to And that's the other really frustrating thing about Google is you can never be sure what happened yesterday is what will happen tomorrow. Um, it feels a lot like being gas lit, you know, like I've learned 29 days out of 30 that the new customer acquisition setting and performance max doesn't work. But if I don't test it again tomorrow, I could get left behind because one day some Google engineer will realize like, Oh goodness, we put the wrench where the sprocket should be and then they fix it. And now all…
Escúchalo en el minuto 27:31
Uso de Performance Max para tráfico de retorno y frecuencia de compra
Canales de adquisiciónPerformance Max suele mostrar deficiencias severas en la adquisición de clientes totalmente nuevos (tráfico frío), pero resulta altamente rentable en negocios con bases de datos consolidadas para captar tráfico de retorno y aumentar la frecuencia de recompra de clientes existentes.
But our findings have been that for new customer acquisition, it falls massively, massively short. So with those three manifestations in mind, where I really like using performance max is when I want to improve and increase the efficacy of my return traffic. Because just because we say, oh, performance max just, you know, sells your customers back to you. Well, that sounds so dismissive that you'd never want to run it. But what companies are finding, especially larger companies with large customer bases is you can increase the frequency with which somebody purchases.
Escúchalo en el minuto 43:47
Evitar el apego emocional a canales y métodos publicitarios
Estrategia y decisiones de negocioNo se debe guardar lealtad ciega o apego romántico a ninguna plataforma, formato o táctica publicitaria; aunque hayan sido el motor principal de crecimiento en el pasado, hay que estar dispuestos a abandonarlos en cuanto sus resultados se deterioren.
Um, but it's a good example of why you just can't get romantic about the methods that you're using because performance max really was working phenomenally well. Uh, and now we see some really major drawbacks and some of them I think are, I think they're
Escúchalo en el minuto 19:50
Canales de adquisiciónLa función nativa de 'adquisición de nuevos clientes' dentro de Google Performance Max tiende a fallar tras un par de semanas de prueba y no sostiene la captación; en la práctica, Performance Max funciona de manera óptima maximizando el valor de tráfico tibio y clientes existentes (remarketing y retención) en lugar de conseguir nuevos clientes.
returning customers, remarketing lists, brand traffic, competitor traffic, you know, bottom of the funnel already exposed to you traffic, bounces, atrophied clients, dropped off clients, etc., And performance max does phenomenally well there. But that's the helpful piece of Performance Max is maximizing the value of existing prospects, existing traffic. And what we found is Performance Max still maximizes the value of their existing client base better And when you layer on Pmax, they still get an uptick in return. When you turn on new customer acquisition, the first two weeks looks promising…
Escúchalo en el minuto 45:48
Canales de adquisiciónEl tiempo promedio en el sitio para los usuarios de YouTube se sitúa en torno a los 20 minutos por sesión (citando a Visual Capitalist), siendo la duración más larga entre los sitios web principales de internet.
Dude, you know, the average time on site for YouTube is 20 minutes. Like in a world where we're fighting for seven, eight, nine seconds, average time on site is 20 minutes, the longest of any major site on the internet. Um, this is the, uh, what is it? Visual capitalist that I'm citing.
Escúchalo en el minuto 55:03
Canales de adquisiciónGestionar Google Ads a nivel profesional requiere testear y revalidar constantemente el rendimiento diario sin fiarse únicamente de la experiencia previa, debido al ritmo acelerado de cambios y actualizaciones del algoritmo y la plataforma.
Imagine every single day you have to put your hand on the stove to see if it's going to burn you. That's what running Google Ads is like at a professional level. Because there's so many changes being made so often, you can't take your experience at face value.
Escúchalo en el minuto 0:08
Canales de adquisiciónEl uso de Performance Max para generación de leads suele ser problemático e ineficiente debido a la proliferación de click farms y envíos fraudulentos de formularios.
And then there's lead gen and lead gen. We've never been able to figure out the lead gen side of the equation. Me neither. And which is really sad because we should be able to, but you know, the click farms are just like, it's too crazy. lead gen customers here, but, um, we've all, but pretty much abandoned it.
Escúchalo en el minuto 24:40
Cuándo usar Performance Max frente a campañas dedicadas de YouTube
Canales de adquisiciónPerformance Max puede funcionar como complemento para obtener tráfico económico de YouTube al colocar inventario display remanente, pero si el objetivo requiere una estrategia o caso de uso específico de video, es preferible construir una campaña dedicada de YouTube.
So I, I, you know, I mean, we still see Pmax pushing into YouTube. Sometimes it can be a good supplement. Again, if you're looking for display, it feels like you get YouTube traffic a lot cheaper when it's going through Performance Max, probably because Performance Max is selling you traffic that it can't sell otherwise. Um, but if you're, if you're, you know, have a YouTube specific use case, go build a YouTube specific campaign.
Escúchalo en el minuto 55:33
Idoneidad de Performance Max en SaaS frente a Ecommerce con recompra
Canales de adquisiciónPerformance Max resulta útil en SaaS por su rápida retroalimentación (funciona o falla velozmente), pero su entorno natural es el ecommerce de productos físicos con probabilidad de compra recurrente (como moda o consumibles), donde Google puede rastrear datos transaccionales completos.
No, performance max works really well with SAS when it works. And what's nice about SAS is it either works or it feels quickly. And I love campaign types like that, you know, because there's so many campaign types. It's nice to know it's going to feel quickly, but e-com I think is performance max. That's really where performance max belongs because Google can see everything. And we're speaking specifically of consumables or, not, even necessarily consumables, but, um, businesses where repeat purchases are likely. So, you know, you can think like apparel accessories.
Escúchalo en el minuto 25:41
El potencial superior de atribución de Apple frente al modelo rezagado de Google
Medición y experimentosA diferencia de Google, que funciona como un indicador rezagado registrando eventos tras el hecho, el control de hardware y sistema operativo de Apple le da visibilidad previa a las acciones del usuario, otorgándole una ventaja estructural única para resolver la atribución publicitaria si decidiera competir plenamente en el negocio del tráfico.
Google sees everything after the fact. They're a lag indicator. Apple sees everything before. And Apple could solve for attribution in a way that nobody could. So if you ever see Apple get into the traffic game, dude, there's nothing I would jump on faster.
Escúchalo en el minuto 0:20
La ventaja estructural de Apple frente a Google y Meta en atribución y publicidad
Canales de adquisiciónEl control del hardware y del sistema operativo sitúa a Apple en una posición de ventaja estratégica sobre redes publicitarias como Google o Meta, ya que capta el comportamiento del usuario antes de la navegación web y puede resolver la atribución de forma nativa sin depender de cookies o rastreadores externos.
But where Google is the Internet, Apple is the frame through which we view the Internet, especially for all the most valuable prospects. And so talking about what we're talking about here, Google sees everything after the fact. They're a lag indicator. Apple sees everything before. And Apple could solve for attribution in a way that nobody could. If they wanted to get into ad, they just killed all their biggest competitors before they even started in the space. I mean, that would be, you're talking about the most native ad experience ever in the
Escúchalo en el minuto 36:04
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.