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Why Most Business Owners FAIL at Paid Search [w Lauren Oakes]
17 ideas de marketing sacadas de «Why Most Business Owners FAIL at Paid Search [w Lauren Oakes]», de Aaron Young | Google Ads | Define Digital Academy…
- 17 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 23 min
- Publicada en 2025
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ConversiónOfrecer un producto complementario de bajo precio inmediatamente después de que el usuario haya introducido sus datos de pago y completado el pedido aumenta el AOV con mínima fricción.
is the post-purchase upsell. So you've already put your credit card details and you've made your purchase, do you want to buy a pair of socks for just $5? And they've just increased the average order value. So that is working really well.
Escúchalo en el minuto 12:50
ConversiónOfrecer un producto complementario de bajo precio inmediatamente después de que el usuario haya introducido sus datos de pago y completado el pedido aumenta el AOV con mínima fricción.
is the post-purchase upsell. So you've already put your credit card details and you've made your purchase, do you want to buy a pair of socks for just $5? And they've just increased the average order value. So that is working really well.
Escúchalo en el minuto 12:50
Diagnóstico de rendimiento publicitario mediante la relación entre costo por sesión e ingreso por sesión
Medición y experimentosPara diagnosticar con precisión el cuello de botella de un negocio antes de profundizar en métricas secundarias, se debe comparar el Costo por Sesión (gasto total en anuncios dividido entre sesiones recibidas) con el Ingreso por Sesión (facturación total dividida entre sesiones). Si lo que cuesta atraer a un visitante se aproxima o supera lo que en promedio genera, el negocio presenta un desequilibrio atribuible a…
And so one of those would be the cost per session. And this is essentially everything that you're paying to get people to your website, divided by the number of sessions that you have. And it's telling you how effectively you're getting people through to your website from paid search. And then the other one that I would look at is then revenue per session. So how are you getting people to your website? And then how much revenue are you getting out of each person on average? Also looking at how relevant is the traffic that you've brought to the website? Because are they actually converting? So…
Escúchalo en el minuto 2:41
Oferta y precioEntregar un bono o cupón de regalo (por ejemplo, 100 $ tras gastar 200 $) sujeto a un consumo mínimo en la siguiente transacción asegura la segunda compra y eleva el valor de vida del cliente (LTV).
when you spend, just say you spend $200, you get a free $100 gift voucher. But you're also securing your next purchase from that customer. minimum spend of, you know, $200 on that $100 voucher, but that is a great way to ensure that you're also improving lifetime value,
Escúchalo en el minuto 11:43
Pautar anuncios desde el perfil personal del fundador para elevar el rendimiento
Canales de adquisiciónEjecutar campañas de anuncios desde el perfil personal del fundador o la cara visible del negocio genera mayor rendimiento que hacerlo exclusivamente desde la cuenta corporativa de la empresa, ya que humaniza la marca y genera mayor confianza y conexión.
through my agency, we would run ads through the company and then through my profiles, and you would see a high performance through my profiles trust me, there's a face behind it. You feel like you can relate rather than blank agency,
Escúchalo en el minuto 16:02
Gamificar el ticket promedio mostrando el valor monetario de regalos por niveles
Oferta y precioPara incrementar el valor promedio de pedido (AOV), añade múltiples niveles de incentivos y explicita el valor monetario del regalo obtenido; esto hace que el cliente sienta que 'vence al sistema' y justifique racionalmente un mayor gasto para ahorrar.
but just try and add more tiers in there. Show the value of what they're getting in the free gift as well so that people can see like, oh, I spent $50 but I'm getting the $50 value back. gamification of everything. they're beating the system or that they're winning for increasing the average order value, they'll spend more but they'll feel like they saved more
Escúchalo en el minuto 10:07
Medición y experimentosLas decisiones estratégicas y de escala deben evaluarse a nivel de métricas globales del negocio y no basándose únicamente en los paneles de reporte de cada canal (Meta, Google, etc.), ya que cada plataforma sobreestima su propia contribución. Los administradores de anuncios deben utilizarse para la optimización táctica diaria, mientras que el análisis de rentabilidad real debe medir el efecto combinado de toda la…
I think one of the most important things a business should be doing is tracking the results, tracking their success as a business outside of the individual platforms. Each platform is going to prioritize themselves, essentially, for what they're reporting. And to really understand holistically where your business sits and how different platforms influence the outcome, that's where you can start to learn where you have that room for growth in your business. but it's what do they do together? how does adjusting spend on both of those create an output for your business? And then when I'm…
Escúchalo en el minuto 1:38
Medición y experimentosLas decisiones estratégicas y de escala deben evaluarse a nivel de métricas globales del negocio y no basándose únicamente en los paneles de reporte de cada canal (Meta, Google, etc.), ya que cada plataforma sobreestima su propia contribución. Los administradores de anuncios deben utilizarse para la optimización táctica diaria, mientras que el análisis de rentabilidad real debe medir el efecto combinado de toda la…
I think one of the most important things a business should be doing is tracking the results, tracking their success as a business outside of the individual platforms. Each platform is going to prioritize themselves, essentially, for what they're reporting. And to really understand holistically where your business sits and how different platforms influence the outcome, that's where you can start to learn where you have that room for growth in your business. but it's what do they do together? how does adjusting spend on both of those create an output for your business? And then when I'm…
Escúchalo en el minuto 1:38
Aumentar el ticket medio mediante barras de progreso escalonadas en el carrito
ConversiónImplementar una barra de progreso dinámica en el checkout que muestre incentivos acumulativos (como envío gratuito, descuentos progresivos o regalos pequeños) motiva a los compradores a añadir más artículos para desbloquear el siguiente beneficio.
If you're introducing a progress bar, so this is where you've got progress, you've got your free shipping, 10% discount and as they spend more, it fills up the bar and shows them where they are. People want to just keep adding to cart to see what they can get. You would be surprised at how far a small free gift goes. So progress bar
Escúchalo en el minuto 9:41
Auditar la economía unitaria y estructura de costes antes de culpar a los anuncios
Medición y experimentosAntes de atribuir la falta de rentabilidad a las plataformas publicitarias, se debe revisar la economía unitaria del negocio: el margen de beneficio, la relación entre ingresos por sesión y coste por visita, y la proporción entre costes fijos y variables.
is sometimes it's really, really easy to blame the platform, is where sometimes when you take a step back it's actually the fundamentals. So you actually have enough profit margins let's just really work out this revenue per session and the cost per visit to make sure that actually stacks up. And then looking at your fixed and variable costs as well, a business with 10% fixed costs versus 40%, they're going to be wanting a completely different outcome from probably the same advertisements.
Escúchalo en el minuto 7:29
No automatizar el proceso de venta para leads de alto valor
ConversiónLa automatización y la IA deben utilizarse para liberar tiempo operativo, pero el cierre de prospectos o programas de alto valor (high-ticket) debe mantenerse personalizado mediante llamadas directas o videos a medida (como Loom), ya que la interacción humana eleva drásticamente las tasas de conversión.
actually building connections with people through like a service-based business, face-to-face meeting in person, that's something that I've seen a lot higher conversion through. just because by me adding some more personal touches in there and the personal touches were depending on what program there were, it was either like a like a Loom video which specifically spoke to where that people were in that journey or even actually me just jumping back onto physical sales course for some of our higher price programs. We've noticed like just a huge like difference in just doing that. to do is…
Escúchalo en el minuto 21:21
Evaluar experimentos en ventanas de 30 días aislando variables
Medición y experimentosPara detectar tendencias fiables y medir qué palancas mueven realmente los resultados del negocio, es recomendable mantener las pruebas durante un ciclo de 30 días (salvo ofertas breves) y evitar testear múltiples variables a la vez.
I think if you're testing something, like a 30-day period is typically what I would do where possible. But I think it's important to make sure that you have an understanding of what the foundational metrics are for your business so that when you are creating tests or you're trying to learn something from it, you can actually see what is moving the needle there We should do less of that, more of that. So try not to test too many things at once as well.
Escúchalo en el minuto 6:50
Implementar membresías y paquetes prepagados en negocios de servicios para asegurar recurrencia
Oferta y precioLos negocios tradicionales de servicios pueden incrementar la retención y la previsibilidad de ingresos aplicando mecánicas del ecommerce, tales como membresías anuales de mantenimiento o paquetes prepagados de sesiones con descuento.
my agency was also a good example of that is that we use a lot of things that you would typically use through e-commerce, We even had a handyman, like a home maintenance service tried to actually sell us like an annual membership. a package of they would come out once a year, just like a home maintenance check. to build that loyalty and it's a description base that's going to be And even like for a cleaner, you know, a 10 trip for cleaning, you know, if there's a discount there that's going to get them through the door and then you've got them coming back 10 times because they've already paid…
Escúchalo en el minuto 18:54
Oferta y precioPara amortizar el incremento en los costes de captación y maximizar el valor medio del pedido (AOV), conviene empaquetar productos orientados a perfiles específicos, momentos vitales o temporadas de regalo.
You know, it costs a lot to advertise. to your website or to convert. So to get as much out of them as possible is how we can actually increase average order value. I am a huge fan of bundling. And I think when you can create a bundle, I'd like to create multiple different types of bundles for your different personas that you're targeting. Trying to understand what people would want in different stages. So really creating a bundle that will work for a persona. Coming into gifting season, if you can create gifting bundles as well, then people can be thinking about your product not just for…
Escúchalo en el minuto 8:38
Marca y posicionamientoAceptar que la marca o el fundador no serán del agrado de todos y sostener posturas y estilos comunicativos definidos es necesario para construir una comunidad sólida; intentar apelar a todo el mundo diluye la identidad y destruye el impacto del mensaje.
actually really, really owning the fact that you're not going to be everyone's cup of tea. got to actually lean into that because I found personally you get more of a following I think if you don't allow your personality to come through, you're not giving anyone an opportunity to actually start forming that community, like if you stand for everything, you stand for nothing. you are much better to have that strong opinion on something to actually cut through
Escúchalo en el minuto 17:09
Humanizar la marca y crear comunidad para sostener el LTV ante la saturación de anuncios
Retención y relación con el clienteAnte la creciente competencia y costo de captación digital, retener clientes requiere dotar a la marca de un rostro humano y crear espacios comunitarios donde los usuarios interactúen y construyan afinidad.
There's so much competition. There's so many ads. So it's so difficult to actually get that first time customer now. Lifetime value is so important. brands that have a face of the brand, they can connect and relate to Building a community, building a community where people can actually engage with each other. they have an affinity towards you,
Escúchalo en el minuto 14:02
Estrategia de contenidosLa automatización completa del contenido y el uso excesivo de guiones largos (em-dashes) o emojis revelan de inmediato el uso de IA, erosionando la percepción de autenticidad y cercanía que la audiencia espera.
LinkedIn posts can be fully automated if you want, which I wouldn't recommend, but they can be. But you can tell. I mean, that's the whole thing is, is I think as much as they try to personalize it, you can actually tell if someone's just replying to you automatically through a chat, chat sort of feature. And then the M-dash. Yes. M-dash and overuse of emojis, I think is the big tell when someone's launched their new LinkedIn strategy with that everywhere.
Escúchalo en el minuto 21:43
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