April 10, 2024 • 27 mins
¡Si lo que quieres es vender más y despegar la visibilidad de tu marca! no te pierdas el episodio que grabamos con Giovanna Ferreira, experta en el mundo digital.
En este episodio hablamos sobre todos sus tips para hacer más visible tu marca y sobre todo nos cuenta cómo hacer para crear campañas exitosas en Google y en TikTok.
¡No te lo pierdas!
Sígue a Giovanna y su empresa AQUÍ
Conoce más sobre Jouss Carbajal AQUÍ
Síguenos en redes sociales AQUÍ
Y espera la llegada de nuestro libro "Quita el modo avión" el cuál podrás adquirir a partir del 23 de abril de este año.
En este episodio hablamos sobre todos sus tips para hacer más visible tu marca y sobre todo nos cuenta cómo hacer para crear campañas exitosas en Google y en TikTok.
¡No te lo pierdas!
Sígue a Giovanna y su empresa AQUÍ
Conoce más sobre Jouss Carbajal AQUÍ
Síguenos en redes sociales AQUÍ
Y espera la llegada de nuestro libro "Quita el modo avión" el cuál podrás adquirir a partir del 23 de abril de este año.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hey, welcome, let' stake off his plane and take off the
podcast for entrepreneurs, entrepreneurs or womenwho want to take off airplane mode,
if you want to be a turnof your life and take off the business
of your dreams or what you havethat pause that stops you, then this
podcast is for you. Let's take off together, this is take
(00:23):
off plane mode and leave them withbasal bump host Hello. Welcome to one
more episode, it takes off airmode on podcast. On this occasion we
are with Giovanna Ferreira, who ownsand yes or of pitch and communication,
a company in digital marketing, andthe truth is that I wanted to introduce
to you a lot this company andIuanna, because the truth is that they
(00:45):
do the amazing things and I wouldvery much like to talk to you Giovanna,
especially the topic of Google, aboveall what Google went to help us,
because nothing else they are, Idon' t know the ads of
searge or any night, but thereare also Google Analytics, Google My Business
and I would like all the peoplewho are listening to us to know what
to do for their business. Welcometo Giovanna. It' s an honor
(01:06):
to have you with us on thisshow. Thank you very much, Jos.
It' s a pleasure, vanMira. I would like us to
start because you would explain a littlebit to us in broad terms what Google
is and all the areas of opportunitythat we have honest tools. Google is
a free tool. So let's say it integrates different measurement platforms.
Its main objective is to carry ameasurement of all the different organic and pay
(01:33):
actions that we carry around a brand. As you rightly say, there is
not only the advertising part. Thereare also other lines, such as Google
Analytics, that will allow us tomeasure. Let' s say that all
that are traffic channels, traffic quality, type of conversions, what are the
means that give us the greatest conversiondepending on the objective of each campaign or
(01:53):
depending on the different brand objectives.As we well know, nothing else.
Targets are often a positioning traffic thatpeople know more about our brands. Make
like this share off boys, thistop of Mine also brand and well,
here we will be able to measurejust where that data is generated, what
(02:14):
it is, like the concentration ofthe different media where we are running campaigns
both organic and pay. We alsohave other tools where we can sign up
for our company. Then the questionof the millions hears when I search Google
Maps, for example, the nameof a company appears to me as I
discharge it. There is a toolcalled Google my Business, which is where
(02:35):
I usually start with all brands,is to tell them ok we' re
going to stay an account in Gmailas a company. We will register your
company the name, the description thator where it is located, what it
is dedicated to, what your mainservices are and you have a website,
what your schedules are, how youare integrated, etcetera. And from there,
(02:57):
well, we' re out ofbusiness. With that same Gmail account,
we remember that it' s likeour key so we have access to
all of Google' s tools.We don' t need to create a
Google Ats account, a Woll Thartaccount, a Google Consol account, a
YouTube GTAM account. One of usis going to serve everything. Hence I
always suggest that we start setting upboth the Google Ats account. Today.
(03:20):
To create an account, you alsoneed to register and verify it. At
the same time, to verify it. It is not at all complicated that
we have our record of fiscacal situation, being a natural or moral person,
having the full details of the company, a real address or that coincides with
the fiscal address and our ine.If we don' t have an INE,
(03:44):
make it some of the company's legal representatives. With that idea
and we can discharge her, she' s gonna ask us for a phone
number. Obviously, a main contactemail, a contact for the financial part
and that automatically checks the account.It will take about one to three days
to verify. There are cases whereyou get to work a little more,
(04:06):
because, well, maybe we gotsome data wrong when we discharged the company
instead of unintentionally giving it pesos wegave it dollars and it' s going
to locate that we' re inthe United States and it' s going
to start asking us as data fromanother country. I mean, if we
have to do it on time andwatch when we' re releasing the company.
Hence, the next step I suggestthat we go to the YouTube part
to create an account that we giveit as a company account. The difference
(04:30):
is that we will begin to verifythe different analytics, that is, where
traffic also comes from, how manyvisualizations we have in some video. The
classification of the playlists is both ina natural person and in a good person
as in a company figure, andwe will be able to run campaigns also
linked to our company account when weare creating the different accounts, or well,
(04:55):
we are setting up these accounts inGoogle. The ideal is to link
them to our Google analytics so thatit pulls all this data from each of
them and, well, obviously,all the analytics. It is also important
to create a pixel. The pixelis nothing more than a little code that
' s going to tell us whatwe' re going to measure. We
can have different pixels. Yeah,a pixel that measures traffic, a pixel
(05:20):
that measures leads, a pixel thatmeasures us sales to different pixels. All
this data is going to be installedon the website. Usually it goes in
the header or well, if thereis the WordPress sitem, we can download
some ap where we can expect thatcode and in automatically it sends pro traffic
and end up linked. That's how we say ABC to start doing
(05:44):
some campaigning on Google ats well,in Google there are different kinds of campaigns
exactly and this might sound overwhelming,that' s me, when you get
to people, listen to pixels andGod says it' s this. Google
sterge with sun for what, buthoglas, but google My Business. But
let me tell you that it isa very important thing to have in our
(06:06):
business, because without this, withoutthis data, we cannot measure, for
example, Google Analytics. It's super important, as Giovanna rightly says,
to measure where the person is,for example, what he' s
seeing on your website or maybe sometimessomething isn' t working on your website.
You don' t drop a page, then you can notice when that
(06:28):
person tried I don' t knowhow to buy something and it' s
not serving maybe check out. It' s like super important to have this
and we shouldn' t limit ourselvesand that we are afraid to go research
and click it Now, something thatyou also mention Johanna, which is very
interesting, very important, is thatyes, when they are going to open
their accounts, it has to bewith their equal corporate mail or mail,
(06:49):
a single mail, because then wepretend that a relaxation. It happened to
me in the beginning, when Istarted in all this digital world, to
bite him everywhere and with different months. Then you have a Google Ats account
for this, another Google My Businessaccount for this. Then yes, unify
and be as clear as where theyare all staying. Now here comes a
(07:10):
question, especially for people who donot know about this topic in depth what
Google is. Stearge with sun andwhat they work for. It also serves
to measure where we are generating allthe data at the sites. It is
a connector where we can also modulatetraffic quality. We can measure seo we
can measure our internal page. What' s well- structured, what'
(07:35):
s missing to be well- positioned? There' s a tool that'
s like sis called this page pittest, which is also from Google,
where we write the url, onour site, on our page and copy
pace enter and it' s goingto make us a good grade, a
(07:56):
rating both from the mobile part andthe xto part. We' re going
to divis r s NS. I' m not bad in four different areas.
What is our performance page, whichis so much in the responsive part
in the seo part and is goingto tell us, that is, it
is a traffic light. All thedata that comes out in red are those
in which we have to pay attentionas a matter of time to modify them
(08:20):
as quickly as possible. Most ofthe aspects that come out in red are
the weight of the sites that wedon' t have latest generation images,
that is, they have to beone extension wep another. Obviously, being
a very heavy page, it takestime to deploy. Time is high.
Then he marks us as another warning, too. From there, well they
can be. We didn' terase cache today. We have some hidden
(08:43):
pages. Then we have a pageI don' t know. Let'
s talk about a retail with differentcategories and we still don' t have
the Hotsaite part. We' reworking on it. Then he' s
in there, but he' sgot information. The ideal thing is to
make it like on another test pageand once it' s okay, pass
the final production so that all thesehidden pages don' t generate weight,
(09:07):
confusion and garbage on the inside,so that' s going to help us
to have as a good performance ofour page. Let' s remember that
today in mobiles first is the phraseof the million. So, if we
don' t have a page that' s responsive, that navigates well in
Mobile in most traffic today coming almosteverywhere and from all over the world is
(09:28):
in Mobile. So, if thenavigability is bad in Mischel, I'
m gonna be able to sid andI' m gonna lose you sales.
I can lose a lot of exactperformance. Hey Joio Vanna, when you
recommend us to start working with Googleand start making ads. Let' s
assume we have a candlemark. Wehave our website, holy candle com and
(09:48):
we want to sell our magic candleby the 14th of February. What do
we have to do here? It' s going to depend if the brand
is very local, that is,I' m going to sell it only
in my colony, around my colony, for the infrastructure that I have recommended
(10:09):
is at the same time that I' m doing the sales campaigns to generate
a branding. It is much easierto make known in one that gives you
the smallest my product and that thebsobles are recommending that if I am to
launch my brand at national level,which understands them throughout the country. My
branding campaign, if it has tobe a little bit bigger, people are
(10:31):
going to start visiting if I havesocial networks to see the ratings that PLATICAN
from candles and recommend them if theyare pretty and expensive. You' re
going to start looking for a comparisonto the best with my competition and see
what plus my brand offers. Manytimes they leave in price. But if
you see something differential in an experience, you see something different, you end
(10:54):
up coming back to our brand,even if it' s a little more
expensive. So what I recommend isit depends, that is, if it
' s very local, do alittle branding campaign and start with the sales
part. If it' s nationwide, my branding campaign, it might have
to be medium, okay, andif you get a lot of strength from
the sales part being Uni Commerce.Obviously, we' re uploading different bans,
either carousel ads or through the catalog, but they' re like a
(11:18):
lot of ads. So those arealso helping us to generate the same brandy
and to be doing ceo. We' re saying candlelight, b candle,
yes, exactly and right now.What kind of ads are those that we
can see appearing on sites like Googleor on websites. That is to say
we make our ad in Google Agsand where it appears in which formats.
(11:43):
There are different formats. I'm going to talk about the ones that
have the most relevance depending on trafficand interaction up to the ones that can
have the least today. The kingis the video. The formats they have
are GI videos, they are usuallyGIF in mp four. They are also
the ones that have the most attractionto our online ten because not a short
(12:07):
space of time. We show ourbrand, our products and all the benefits
that go around it. The followingformat is also interactive. It' s
a carousen when we do sociallats campaigns, Metats, Facebook, instagramciona quite well.
It gives us an option of upto ten images never Russel I recommend
(12:28):
that if you have different product categories, each card in each image is a
category. If we are going topromote a single category, well we can
enter into the campaign a much nicershouting of products and the best lifestyle.
Let' s always start is likea recommendation with a white background image so
(12:50):
that you see the product, thatis, first highlight our product at best,
then a little bit more lifestyle,some background maybe the candle with some
flower in some table start to integrateit as just to this lifestyle. But
main, our product has to beking is our cover letter and we have
(13:11):
fixed formats. So, nowadays,these formats say the display part, you
see in the fits, you seethe parts of marketplas, speaking in metads,
in the search engines, in Googlewe see it also in the part
of all affiliated sites. Both Facebookand Google belong to a network network where,
(13:33):
according to it' s called contextualadvertising. So, according to the
keybord of our product, speaking ofcandles, maybe our advertising will appear on
pages or blogs, moms, decoration, furniture, interior design, Valentine'
s Mothers' gifts. So you' re making this site relevance according to
(13:54):
the keywards that we' re highlightingin our copy. That' s why,
when we' re uploading ads tothese platforms, it' s super
important that both the brand achieves andour main product keybors appear on it exactly.
And here you have given something key, these key words that for those
who are listening to us have todo with the famous ceo that is this
(14:18):
organic positioning and just these words aresought by doing a whole previous study to
see how to position your product andthat they can reach it. You can
tell us and take a little bitmore about ceo and how you do all
these analyses, of these phrases,of these words to include in the campaigns.
(14:39):
Of course he is, now he' s a father. I always
ask customers to land a list often fifteen words that are very relevant with
their brand, for example, maybecandles scented candles, decorative candles, packages
of candles gifts for February 14.The gift for moms is an example,
(15:01):
based on these words, what we' re going to do is put them
in. Whether it' s Google. He' s got his word planner,
Samers. It is also another toolthat helps us a lot in everything
that is keyword generation and search.Both. What they' re going to
do is tell us ok the wordbela. He' s got an average
of so many searches a month,candlelight, so many searches a month.
(15:22):
Candle aromatic, so many searches permonth and we will be ordered according to
the number of searches and the competitionthat so much seeks that word to the
people if it has a high orlow competition depending on the already of the
campaigns regarding the competition. With thiswe will generate I always say we will
generate content social networks. That's why they' re going to help
(15:46):
us generate copiout milestones that they say. I don' t know perhaps the
ideal gift for this 14th of February. Perfume your day with our scented candles
or a special price. There youare being candle- roaming candle. So
we' re using these brand skeywardsand we' re going to direct traffic
(16:06):
on our website. When we dothis, we make this the link building.
We are going to direct traffic relievesour page and we are also referring
to our page, that is,someone else, who is not only our
site on Page, but someone elseis directing traffic to us. It will
help us as to raise what isthe quality of the account and place us
(16:27):
in the first positions. Obviously,you have to keep in mind that the
more pages I refer to my ownonline store I will have more relevance.
You also need to see the trafficinside my website. I must have these
keywards also integrated and well, ithelps us a lot the part of sem
i e all the advertising on Googleats paid so that also every ad will
(16:52):
be referring traffic on our page andthat will also help us in seo.
So, both on Google and Zebrodwe can do this bus is left with
keywords and it' s going tobring us many more related, also maybe,
candles to see the ideal, forwhite candles, wax candles, paraffin
candles, organic candles, soy candles. So, based on that, we
(17:14):
' re going to choose which keywardsare related to my brand and little by
little, by optimizing the campaign,it' s going, integrating these keywards
so that we don' t oversaturatethe searches so much to go out in
the so- called ones. Onthe one hand, they are the keywards
that we integrate as a brand and, on the other hand, they are
(17:34):
the searches that users make and ourbrand appears just with those searches. It
' s an exact criterion, andyes. This is the core part.
It' s not like you're going to become your campaign and you
' re going to put up nothingmore candles for February 14. Not because
you didn' t previously do astudy. We have to do this study
and analysis because a lot of peoplelike that and you' re looking for
(17:56):
novels by the 14th of February.As you thought, the person is looking
for what gift to my mom,what gift to my girlfriend? No,
then you have to be very careful, especially because if it is not money
that we would throw away, thatput a lot of focus on this issue
of seo before making any publicity and, above all, to pay a money,
(18:18):
an investment to a product, tothe sale of a product. Now
here' s something I' dlike to ask you, Giovanna, what
is the conversion rate right now,for example, of an ad, that
is, and also how we knowhow much we have to invest. Okay
the question of the million to starthaving a reference a Drat conversion is on
(18:41):
average between a point forty- fiveand point sixty- five. This means
a formula that we put out withthe number of sessions. They' re
not visitors, just like on ourpage. It' s sessions. A
user who saw our ad clicked onit I have our page. It was
(19:02):
over 30 seconds. He was interactingwith her from the hun was some category.
I saw a product, liked theproduct added to cart. So it
' s already a Let' ssay a visit of more quality, closer
to what could become a sale.What we' re going to do is
one hundred thousand months we generated twenty- five sales, one example, and
(19:25):
a thousand people arrived. What we' re going to do is divide this
twenty- five by a thousand,it' s going to give us the
point twenty- five, and thatwould be like our RAID conversion, which
is actually different on Facebook. Noton Facebook will be about two percent right
now in Mexico. As soon asit' s here, yes, we
' re going a lot depending onthe category, for example, that is,
if we' re talking about avto B it' s very short,
(19:45):
like at point eighteen or so,if we' re talking about a
retaile, if it can be atone point five, one, eight or
so. Yeah, they' resmall numbers maybe, and then people freak
out when they say hey it's a point- fifty ray conversion what
or tell them it' s apoint- 75 percent ctr. One-
ten isn' t bad. Inother words, in the end advertising is
(20:07):
put in the general ads billions andbillions of impressions. So, depending on
those billions and millions of impressions,these conversions are generated, so it'
s becoming like a much smaller funnel. We were seen by a million people.
Eight hundred thousand interacted a little bitwith our ad. From that eight
hundred thousand to maybe one hundred thousandthey clicked it. Of those hundred thousand
(20:27):
seventy- five thousand were on mywebsite and of those fifty thousand became sessions
and of those fifty thousand maybe twentyzero added to the cart. And that
' s how it gets as littleas the exact fune. And then a
lot of people just think that yesmy announcement reached two million people, not
to say, but not necessarily.That' s a compression. I mean,
(20:48):
you' re not generating your finalsale yet, you' re generating
leads, you' re generating hitsor not. I know. You have
to be very careful, especially whenwe' re investing in the digital world,
because we do have to go onmeasuring what' s working, what
' s not working, how themetrics are moving. And for that,
because it is very important, justwhat Giovanna said about this Google Analytics.
(21:11):
What do you recommend to start asmall campaign, that is, you'
re starting, especially for the entrepreneurswho are listening to us, for this
candle shop that may want to expandtheir business nationally. But it' s
not that I have a lot ofmoney to invest, and it' s
just testing. I recommend you alwaysinvest between go, speaking in Mexican peso,
(21:33):
between eighty and one hundred Mexican pesosa day on average for that ride
yes to be able to play bothin branding and in conversions. At first,
the CPM is going to be alittle more expensive. The CPC will
also be less clicks and a littlemore expensive. As the tool. I
know this campaign is focused on sales, but I go to this page and
(21:59):
I see that on this page thebest women between I don' t know
twenty- eight and forty- fiveyears old are more visited by this and
this area. This is what he' s doing. It' s collecting
this data, what platforms are,and they start looking for similar audiences by
having a wider universe, because it' s already beginning to understand who we
(22:22):
' re targeting. Start lowering thecost of CPM, we will generate more
visualizations, more impressions. Start loweringthe CPC, we' ll have more
clicks and, of course, moreclicks, we have more opportunity to close
sales or generate hilarious sessions. Yes, and it' s just that you
have to go also doing like thesestrategies also adding to strategies I don'
(22:45):
t know on Tiktok, on Facebook, on Instagram or through public relations or
mouth- to- mouth like youhave to do a comprehensive strategy and changing
a little bit of topic already closingwith Google. You too would like to
make it possible for you to commenta little bit on Tiktok' s arts.
How you' ve seen it work, how interesting it is to include
(23:06):
them in our campaigns. If ourbrand is focused on young generation z millennials,
it' s going to work outa lot. Tiktok today is the
social network reigns in many countries inthe world, not in all, but
in a large majority. Why,by the style and format that has short
video and in short time on average, because you can also. Now we
(23:29):
can upload big videos of long thanks. People can have fun, they can
know some kind, they can knowsome tutorial. It' s not the
same. Maybe go to YouTube andwatch or and see how you prepare the
cake. Blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah? Bla? Bla,
that in Tiktok we see ready inmy image for the best ingredients,
see what it is to sew,precoser, strain, etcetera. And in
(23:51):
fifteen twenty seconds we have a videoand we already know how to make a
cake is an example. We canalso know how to do certain activities,
So we can know about certain topics, cultures, video games, be good
what the boom is the strong inTikto, So, if our brands are
very linked to this audience, itis a network that if we have or
(24:11):
we must integrate in our planning mediaplanning in order to reach these people and
be able to generate conversions aha.On branding issues, Tikto works 100 percent,
that is if they are going tobe branding in one in a national
area, obviously it will depend onthe amount, but in the end this
branding of your campaign is going tobe between ninety and one hundred percent effective
(24:32):
that is, it is very goodto be branding if we want to direct
traffic to a site. Also theCPC is a little bit shorter than metals
and the reality is also very goodand the kids who are already looking to
go to a website at best alreadyto buy a product, to look for
a toy, to see a tutorial, maybe, bigger download something that interests
them. It' s also goingto be quality traffic that take us ok
(24:56):
conversions. It' s growing littleby little. I mean, it hasn
' t been a platform that fromthe start got its sales target. Like
everyone else, he' s learningand they have to go like setting them
up, they have to go updating, they have to go improving. But,
well, you can' t saythat it' s been zero campaigns
either, or that suddenly you mightinvest. I shouldn' t say,
(25:18):
but good. In Linkedin often makesan investment and you result in having no
liest and it is a very highinvestment. Much that the algorithm learns to
go as quickly as Tiktok does exactlyand here how much you recommend also start
investing, because there is a minimumalso in Tiktok. At first, if
you like, you get a minimumof ten zero pesos to invest, you
(25:42):
can make campaigns from three thousand pesos. You can start directing traffic to your
website. You can do a campaignat best with two different ad sets,
one that directs you to traffic toa website and another one to the best
that this traffic through a video thatis making you branding, also directs traffic.
We cannot say the two in asingle campaign, because a single campaign
(26:04):
has the same goal. But wecan like play a little bit with the
formats to be like the two peroo in one of those sets, really
stupid Giovanna. The truth is,it' s super interesting everything we saw
today. I have to tell youGiovanna is one of my star mentors looking
for her. No, the truthis, I love talking to you Giovanna,
(26:25):
because you' re so dominating thewhole digital world. Thank you so
much. We' ve had alot of use for this talk, and
I don' t know if youwant to add anything else. I didn
' t find myself. Thank youso much for the invitation. Always try
to make some campaign, as Joessays, integrate not only Google, not
only Facebook, but also identify whichaudience you want to reach and where Facebook
is at the youngest Instagram, youngerTiktok if you are a brand that requires
(26:51):
the user to search for you.Google is the ideal part. It'
s not just always defining by ameans alone. They' re already going
to decide which one gives them thebest result, the best conversion. And
good. Thank you so much forthe invitation, thank you very much to
Ti Giovanna. You know how tofind Giovanna on the court and communication.
(27:12):
And well, we said goodbye tothis episode a lot on this show.
Thank you very much, Joe.This is one more episode of off-
planet. I' m Jorjal andI' ll see you in the next
episode. This is a very lowplane and I' m Jos Carbajal.
Find us on social media like Kitafashion airplane or how Jos Carbajal see you
(27:36):
in the next episode
Hey, welcome, let' stake off his plane and take off the
podcast for entrepreneurs, entrepreneurs or womenwho want to take off airplane mode,
if you want to be a turnof your life and take off the business
of your dreams or what you havethat pause that stops you, then this
podcast is for you. Let's take off together, this is take
(00:23):
off plane mode and leave them withbasal bump host Hello. Welcome to one
more episode, it takes off airmode on podcast. On this occasion we
are with Giovanna Ferreira, who ownsand yes or of pitch and communication,
a company in digital marketing, andthe truth is that I wanted to introduce
to you a lot this company andIuanna, because the truth is that they
(00:45):
do the amazing things and I wouldvery much like to talk to you Giovanna,
especially the topic of Google, aboveall what Google went to help us,
because nothing else they are, Idon' t know the ads of
searge or any night, but thereare also Google Analytics, Google My Business
and I would like all the peoplewho are listening to us to know what
to do for their business. Welcometo Giovanna. It' s an honor
(01:06):
to have you with us on thisshow. Thank you very much, Jos.
It' s a pleasure, vanMira. I would like us to
start because you would explain a littlebit to us in broad terms what Google
is and all the areas of opportunitythat we have honest tools. Google is
a free tool. So let's say it integrates different measurement platforms.
Its main objective is to carry ameasurement of all the different organic and pay
(01:33):
actions that we carry around a brand. As you rightly say, there is
not only the advertising part. Thereare also other lines, such as Google
Analytics, that will allow us tomeasure. Let' s say that all
that are traffic channels, traffic quality, type of conversions, what are the
means that give us the greatest conversiondepending on the objective of each campaign or
(01:53):
depending on the different brand objectives.As we well know, nothing else.
Targets are often a positioning traffic thatpeople know more about our brands. Make
like this share off boys, thistop of Mine also brand and well,
here we will be able to measurejust where that data is generated, what
(02:14):
it is, like the concentration ofthe different media where we are running campaigns
both organic and pay. We alsohave other tools where we can sign up
for our company. Then the questionof the millions hears when I search Google
Maps, for example, the nameof a company appears to me as I
discharge it. There is a toolcalled Google my Business, which is where
(02:35):
I usually start with all brands,is to tell them ok we' re
going to stay an account in Gmailas a company. We will register your
company the name, the description thator where it is located, what it
is dedicated to, what your mainservices are and you have a website,
what your schedules are, how youare integrated, etcetera. And from there,
(02:57):
well, we' re out ofbusiness. With that same Gmail account,
we remember that it' s likeour key so we have access to
all of Google' s tools.We don' t need to create a
Google Ats account, a Woll Thartaccount, a Google Consol account, a
YouTube GTAM account. One of usis going to serve everything. Hence I
always suggest that we start setting upboth the Google Ats account. Today.
(03:20):
To create an account, you alsoneed to register and verify it. At
the same time, to verify it. It is not at all complicated that
we have our record of fiscacal situation, being a natural or moral person,
having the full details of the company, a real address or that coincides with
the fiscal address and our ine.If we don' t have an INE,
(03:44):
make it some of the company's legal representatives. With that idea
and we can discharge her, she' s gonna ask us for a phone
number. Obviously, a main contactemail, a contact for the financial part
and that automatically checks the account.It will take about one to three days
to verify. There are cases whereyou get to work a little more,
(04:06):
because, well, maybe we gotsome data wrong when we discharged the company
instead of unintentionally giving it pesos wegave it dollars and it' s going
to locate that we' re inthe United States and it' s going
to start asking us as data fromanother country. I mean, if we
have to do it on time andwatch when we' re releasing the company.
Hence, the next step I suggestthat we go to the YouTube part
to create an account that we giveit as a company account. The difference
(04:30):
is that we will begin to verifythe different analytics, that is, where
traffic also comes from, how manyvisualizations we have in some video. The
classification of the playlists is both ina natural person and in a good person
as in a company figure, andwe will be able to run campaigns also
linked to our company account when weare creating the different accounts, or well,
(04:55):
we are setting up these accounts inGoogle. The ideal is to link
them to our Google analytics so thatit pulls all this data from each of
them and, well, obviously,all the analytics. It is also important
to create a pixel. The pixelis nothing more than a little code that
' s going to tell us whatwe' re going to measure. We
can have different pixels. Yeah,a pixel that measures traffic, a pixel
(05:20):
that measures leads, a pixel thatmeasures us sales to different pixels. All
this data is going to be installedon the website. Usually it goes in
the header or well, if thereis the WordPress sitem, we can download
some ap where we can expect thatcode and in automatically it sends pro traffic
and end up linked. That's how we say ABC to start doing
(05:44):
some campaigning on Google ats well,in Google there are different kinds of campaigns
exactly and this might sound overwhelming,that' s me, when you get
to people, listen to pixels andGod says it' s this. Google
sterge with sun for what, buthoglas, but google My Business. But
let me tell you that it isa very important thing to have in our
(06:06):
business, because without this, withoutthis data, we cannot measure, for
example, Google Analytics. It's super important, as Giovanna rightly says,
to measure where the person is,for example, what he' s
seeing on your website or maybe sometimessomething isn' t working on your website.
You don' t drop a page, then you can notice when that
(06:28):
person tried I don' t knowhow to buy something and it' s
not serving maybe check out. It' s like super important to have this
and we shouldn' t limit ourselvesand that we are afraid to go research
and click it Now, something thatyou also mention Johanna, which is very
interesting, very important, is thatyes, when they are going to open
their accounts, it has to bewith their equal corporate mail or mail,
(06:49):
a single mail, because then wepretend that a relaxation. It happened to
me in the beginning, when Istarted in all this digital world, to
bite him everywhere and with different months. Then you have a Google Ats account
for this, another Google My Businessaccount for this. Then yes, unify
and be as clear as where theyare all staying. Now here comes a
(07:10):
question, especially for people who donot know about this topic in depth what
Google is. Stearge with sun andwhat they work for. It also serves
to measure where we are generating allthe data at the sites. It is
a connector where we can also modulatetraffic quality. We can measure seo we
can measure our internal page. What' s well- structured, what'
(07:35):
s missing to be well- positioned? There' s a tool that'
s like sis called this page pittest, which is also from Google,
where we write the url, onour site, on our page and copy
pace enter and it' s goingto make us a good grade, a
(07:56):
rating both from the mobile part andthe xto part. We' re going
to divis r s NS. I' m not bad in four different areas.
What is our performance page, whichis so much in the responsive part
in the seo part and is goingto tell us, that is, it
is a traffic light. All thedata that comes out in red are those
in which we have to pay attentionas a matter of time to modify them
(08:20):
as quickly as possible. Most ofthe aspects that come out in red are
the weight of the sites that wedon' t have latest generation images,
that is, they have to beone extension wep another. Obviously, being
a very heavy page, it takestime to deploy. Time is high.
Then he marks us as another warning, too. From there, well they
can be. We didn' terase cache today. We have some hidden
(08:43):
pages. Then we have a pageI don' t know. Let'
s talk about a retail with differentcategories and we still don' t have
the Hotsaite part. We' reworking on it. Then he' s
in there, but he' sgot information. The ideal thing is to
make it like on another test pageand once it' s okay, pass
the final production so that all thesehidden pages don' t generate weight,
(09:07):
confusion and garbage on the inside,so that' s going to help us
to have as a good performance ofour page. Let' s remember that
today in mobiles first is the phraseof the million. So, if we
don' t have a page that' s responsive, that navigates well in
Mobile in most traffic today coming almosteverywhere and from all over the world is
(09:28):
in Mobile. So, if thenavigability is bad in Mischel, I'
m gonna be able to sid andI' m gonna lose you sales.
I can lose a lot of exactperformance. Hey Joio Vanna, when you
recommend us to start working with Googleand start making ads. Let' s
assume we have a candlemark. Wehave our website, holy candle com and
(09:48):
we want to sell our magic candleby the 14th of February. What do
we have to do here? It' s going to depend if the brand
is very local, that is,I' m going to sell it only
in my colony, around my colony, for the infrastructure that I have recommended
(10:09):
is at the same time that I' m doing the sales campaigns to generate
a branding. It is much easierto make known in one that gives you
the smallest my product and that thebsobles are recommending that if I am to
launch my brand at national level,which understands them throughout the country. My
branding campaign, if it has tobe a little bit bigger, people are
(10:31):
going to start visiting if I havesocial networks to see the ratings that PLATICAN
from candles and recommend them if theyare pretty and expensive. You' re
going to start looking for a comparisonto the best with my competition and see
what plus my brand offers. Manytimes they leave in price. But if
you see something differential in an experience, you see something different, you end
(10:54):
up coming back to our brand,even if it' s a little more
expensive. So what I recommend isit depends, that is, if it
' s very local, do alittle branding campaign and start with the sales
part. If it' s nationwide, my branding campaign, it might have
to be medium, okay, andif you get a lot of strength from
the sales part being Uni Commerce.Obviously, we' re uploading different bans,
either carousel ads or through the catalog, but they' re like a
(11:18):
lot of ads. So those arealso helping us to generate the same brandy
and to be doing ceo. We' re saying candlelight, b candle,
yes, exactly and right now.What kind of ads are those that we
can see appearing on sites like Googleor on websites. That is to say
we make our ad in Google Agsand where it appears in which formats.
(11:43):
There are different formats. I'm going to talk about the ones that
have the most relevance depending on trafficand interaction up to the ones that can
have the least today. The kingis the video. The formats they have
are GI videos, they are usuallyGIF in mp four. They are also
the ones that have the most attractionto our online ten because not a short
(12:07):
space of time. We show ourbrand, our products and all the benefits
that go around it. The followingformat is also interactive. It' s
a carousen when we do sociallats campaigns, Metats, Facebook, instagramciona quite well.
It gives us an option of upto ten images never Russel I recommend
(12:28):
that if you have different product categories, each card in each image is a
category. If we are going topromote a single category, well we can
enter into the campaign a much nicershouting of products and the best lifestyle.
Let' s always start is likea recommendation with a white background image so
(12:50):
that you see the product, thatis, first highlight our product at best,
then a little bit more lifestyle,some background maybe the candle with some
flower in some table start to integrateit as just to this lifestyle. But
main, our product has to beking is our cover letter and we have
(13:11):
fixed formats. So, nowadays,these formats say the display part, you
see in the fits, you seethe parts of marketplas, speaking in metads,
in the search engines, in Googlewe see it also in the part
of all affiliated sites. Both Facebookand Google belong to a network network where,
(13:33):
according to it' s called contextualadvertising. So, according to the
keybord of our product, speaking ofcandles, maybe our advertising will appear on
pages or blogs, moms, decoration, furniture, interior design, Valentine'
s Mothers' gifts. So you' re making this site relevance according to
(13:54):
the keywards that we' re highlightingin our copy. That' s why,
when we' re uploading ads tothese platforms, it' s super
important that both the brand achieves andour main product keybors appear on it exactly.
And here you have given something key, these key words that for those
who are listening to us have todo with the famous ceo that is this
(14:18):
organic positioning and just these words aresought by doing a whole previous study to
see how to position your product andthat they can reach it. You can
tell us and take a little bitmore about ceo and how you do all
these analyses, of these phrases,of these words to include in the campaigns.
(14:39):
Of course he is, now he' s a father. I always
ask customers to land a list often fifteen words that are very relevant with
their brand, for example, maybecandles scented candles, decorative candles, packages
of candles gifts for February 14.The gift for moms is an example,
(15:01):
based on these words, what we' re going to do is put them
in. Whether it' s Google. He' s got his word planner,
Samers. It is also another toolthat helps us a lot in everything
that is keyword generation and search.Both. What they' re going to
do is tell us ok the wordbela. He' s got an average
of so many searches a month,candlelight, so many searches a month.
(15:22):
Candle aromatic, so many searches permonth and we will be ordered according to
the number of searches and the competitionthat so much seeks that word to the
people if it has a high orlow competition depending on the already of the
campaigns regarding the competition. With thiswe will generate I always say we will
generate content social networks. That's why they' re going to help
(15:46):
us generate copiout milestones that they say. I don' t know perhaps the
ideal gift for this 14th of February. Perfume your day with our scented candles
or a special price. There youare being candle- roaming candle. So
we' re using these brand skeywardsand we' re going to direct traffic
(16:06):
on our website. When we dothis, we make this the link building.
We are going to direct traffic relievesour page and we are also referring
to our page, that is,someone else, who is not only our
site on Page, but someone elseis directing traffic to us. It will
help us as to raise what isthe quality of the account and place us
(16:27):
in the first positions. Obviously,you have to keep in mind that the
more pages I refer to my ownonline store I will have more relevance.
You also need to see the trafficinside my website. I must have these
keywards also integrated and well, ithelps us a lot the part of sem
i e all the advertising on Googleats paid so that also every ad will
(16:52):
be referring traffic on our page andthat will also help us in seo.
So, both on Google and Zebrodwe can do this bus is left with
keywords and it' s going tobring us many more related, also maybe,
candles to see the ideal, forwhite candles, wax candles, paraffin
candles, organic candles, soy candles. So, based on that, we
(17:14):
' re going to choose which keywardsare related to my brand and little by
little, by optimizing the campaign,it' s going, integrating these keywards
so that we don' t oversaturatethe searches so much to go out in
the so- called ones. Onthe one hand, they are the keywards
that we integrate as a brand and, on the other hand, they are
(17:34):
the searches that users make and ourbrand appears just with those searches. It
' s an exact criterion, andyes. This is the core part.
It' s not like you're going to become your campaign and you
' re going to put up nothingmore candles for February 14. Not because
you didn' t previously do astudy. We have to do this study
and analysis because a lot of peoplelike that and you' re looking for
(17:56):
novels by the 14th of February.As you thought, the person is looking
for what gift to my mom,what gift to my girlfriend? No,
then you have to be very careful, especially because if it is not money
that we would throw away, thatput a lot of focus on this issue
of seo before making any publicity and, above all, to pay a money,
(18:18):
an investment to a product, tothe sale of a product. Now
here' s something I' dlike to ask you, Giovanna, what
is the conversion rate right now,for example, of an ad, that
is, and also how we knowhow much we have to invest. Okay
the question of the million to starthaving a reference a Drat conversion is on
(18:41):
average between a point forty- fiveand point sixty- five. This means
a formula that we put out withthe number of sessions. They' re
not visitors, just like on ourpage. It' s sessions. A
user who saw our ad clicked onit I have our page. It was
(19:02):
over 30 seconds. He was interactingwith her from the hun was some category.
I saw a product, liked theproduct added to cart. So it
' s already a Let' ssay a visit of more quality, closer
to what could become a sale.What we' re going to do is
one hundred thousand months we generated twenty- five sales, one example, and
(19:25):
a thousand people arrived. What we' re going to do is divide this
twenty- five by a thousand,it' s going to give us the
point twenty- five, and thatwould be like our RAID conversion, which
is actually different on Facebook. Noton Facebook will be about two percent right
now in Mexico. As soon asit' s here, yes, we
' re going a lot depending onthe category, for example, that is,
if we' re talking about avto B it' s very short,
(19:45):
like at point eighteen or so,if we' re talking about a
retaile, if it can be atone point five, one, eight or
so. Yeah, they' resmall numbers maybe, and then people freak
out when they say hey it's a point- fifty ray conversion what
or tell them it' s apoint- 75 percent ctr. One-
ten isn' t bad. Inother words, in the end advertising is
(20:07):
put in the general ads billions andbillions of impressions. So, depending on
those billions and millions of impressions,these conversions are generated, so it'
s becoming like a much smaller funnel. We were seen by a million people.
Eight hundred thousand interacted a little bitwith our ad. From that eight
hundred thousand to maybe one hundred thousandthey clicked it. Of those hundred thousand
(20:27):
seventy- five thousand were on mywebsite and of those fifty thousand became sessions
and of those fifty thousand maybe twentyzero added to the cart. And that
' s how it gets as littleas the exact fune. And then a
lot of people just think that yesmy announcement reached two million people, not
to say, but not necessarily.That' s a compression. I mean,
(20:48):
you' re not generating your finalsale yet, you' re generating
leads, you' re generating hitsor not. I know. You have
to be very careful, especially whenwe' re investing in the digital world,
because we do have to go onmeasuring what' s working, what
' s not working, how themetrics are moving. And for that,
because it is very important, justwhat Giovanna said about this Google Analytics.
(21:11):
What do you recommend to start asmall campaign, that is, you'
re starting, especially for the entrepreneurswho are listening to us, for this
candle shop that may want to expandtheir business nationally. But it' s
not that I have a lot ofmoney to invest, and it' s
just testing. I recommend you alwaysinvest between go, speaking in Mexican peso,
(21:33):
between eighty and one hundred Mexican pesosa day on average for that ride
yes to be able to play bothin branding and in conversions. At first,
the CPM is going to be alittle more expensive. The CPC will
also be less clicks and a littlemore expensive. As the tool. I
know this campaign is focused on sales, but I go to this page and
(21:59):
I see that on this page thebest women between I don' t know
twenty- eight and forty- fiveyears old are more visited by this and
this area. This is what he' s doing. It' s collecting
this data, what platforms are,and they start looking for similar audiences by
having a wider universe, because it' s already beginning to understand who we
(22:22):
' re targeting. Start lowering thecost of CPM, we will generate more
visualizations, more impressions. Start loweringthe CPC, we' ll have more
clicks and, of course, moreclicks, we have more opportunity to close
sales or generate hilarious sessions. Yes, and it' s just that you
have to go also doing like thesestrategies also adding to strategies I don'
(22:45):
t know on Tiktok, on Facebook, on Instagram or through public relations or
mouth- to- mouth like youhave to do a comprehensive strategy and changing
a little bit of topic already closingwith Google. You too would like to
make it possible for you to commenta little bit on Tiktok' s arts.
How you' ve seen it work, how interesting it is to include
(23:06):
them in our campaigns. If ourbrand is focused on young generation z millennials,
it' s going to work outa lot. Tiktok today is the
social network reigns in many countries inthe world, not in all, but
in a large majority. Why,by the style and format that has short
video and in short time on average, because you can also. Now we
(23:29):
can upload big videos of long thanks. People can have fun, they can
know some kind, they can knowsome tutorial. It' s not the
same. Maybe go to YouTube andwatch or and see how you prepare the
cake. Blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah? Bla? Bla,
that in Tiktok we see ready inmy image for the best ingredients,
see what it is to sew,precoser, strain, etcetera. And in
(23:51):
fifteen twenty seconds we have a videoand we already know how to make a
cake is an example. We canalso know how to do certain activities,
So we can know about certain topics, cultures, video games, be good
what the boom is the strong inTikto, So, if our brands are
very linked to this audience, itis a network that if we have or
(24:11):
we must integrate in our planning mediaplanning in order to reach these people and
be able to generate conversions aha.On branding issues, Tikto works 100 percent,
that is if they are going tobe branding in one in a national
area, obviously it will depend onthe amount, but in the end this
branding of your campaign is going tobe between ninety and one hundred percent effective
(24:32):
that is, it is very goodto be branding if we want to direct
traffic to a site. Also theCPC is a little bit shorter than metals
and the reality is also very goodand the kids who are already looking to
go to a website at best alreadyto buy a product, to look for
a toy, to see a tutorial, maybe, bigger download something that interests
them. It' s also goingto be quality traffic that take us ok
(24:56):
conversions. It' s growing littleby little. I mean, it hasn
' t been a platform that fromthe start got its sales target. Like
everyone else, he' s learningand they have to go like setting them
up, they have to go updating, they have to go improving. But,
well, you can' t saythat it' s been zero campaigns
either, or that suddenly you mightinvest. I shouldn' t say,
(25:18):
but good. In Linkedin often makesan investment and you result in having no
liest and it is a very highinvestment. Much that the algorithm learns to
go as quickly as Tiktok does exactlyand here how much you recommend also start
investing, because there is a minimumalso in Tiktok. At first, if
you like, you get a minimumof ten zero pesos to invest, you
(25:42):
can make campaigns from three thousand pesos. You can start directing traffic to your
website. You can do a campaignat best with two different ad sets,
one that directs you to traffic toa website and another one to the best
that this traffic through a video thatis making you branding, also directs traffic.
We cannot say the two in asingle campaign, because a single campaign
(26:04):
has the same goal. But wecan like play a little bit with the
formats to be like the two peroo in one of those sets, really
stupid Giovanna. The truth is,it' s super interesting everything we saw
today. I have to tell youGiovanna is one of my star mentors looking
for her. No, the truthis, I love talking to you Giovanna,
(26:25):
because you' re so dominating thewhole digital world. Thank you so
much. We' ve had alot of use for this talk, and
I don' t know if youwant to add anything else. I didn
' t find myself. Thank youso much for the invitation. Always try
to make some campaign, as Joessays, integrate not only Google, not
only Facebook, but also identify whichaudience you want to reach and where Facebook
is at the youngest Instagram, youngerTiktok if you are a brand that requires
(26:51):
the user to search for you.Google is the ideal part. It'
s not just always defining by ameans alone. They' re already going
to decide which one gives them thebest result, the best conversion. And
good. Thank you so much forthe invitation, thank you very much to
Ti Giovanna. You know how tofind Giovanna on the court and communication.
(27:12):
And well, we said goodbye tothis episode a lot on this show.
Thank you very much, Joe.This is one more episode of off-
planet. I' m Jorjal andI' ll see you in the next
episode. This is a very lowplane and I' m Jos Carbajal.
Find us on social media like Kitafashion airplane or how Jos Carbajal see you
(27:36):
in the next episode
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