Tell me about yourself / Your career?

Felipe Posada is a digital marketing professional with over 11 years of experience. He has worked for a variety of clients, including e-commerce and lead generation companies, and has helped many businesses achieve their highest potential by managing their Google Ads campaigns and optimizing their websites for higher conversion rates.

My passion for digital marketing began at a young age, when I spent countless hours browsing websites and learning about all things computer-related. In college, I took my interest to the next level by launching two successful forum websites, and To attract more users to the sites, I delved into the world of SEO and quickly became skilled at driving traffic and generating revenue through ads and other means. With over 1 million subscribers and thousands of daily users, I was able to turn my hobby into a thriving business.

Seeking new challenges, I decided to pursue a career in digital marketing and landed a job at Shift4Shop (formerly 3dCart). There, I honed my skills in Google Ads and managed a wide range of SEO clients. I also had the opportunity to mentor and supervise colleagues, assigning tasks and overseeing their progress.

Since leaving Shift4Shop, I’ve worked with various agencies and in-house companies across different e-commerce and lead-generation niches. My experience spans industries such as food e-commerce, hotels, wrist watches, drug rehabilitation facilities, auto insurance, Broadway plays in NY, stickers, gyms, bike clothing, physicians, attorneys, and even a luxury taxi pickup company. My ability to adapt to diverse environments and deliver results for clients is what drives my passion for digital marketing.

What tools do you use? | What Software have you used?
  • Google Ads
  • Google Ads Editor
  • Google Analytics
  • Google Search Console
  • Google My Business
  • Google Tag Manager
  • Google Looker (Data Studio)
  • Google Optimize
  • SEM Rush
  • AHRefs
  • Spyfu
  • UberSuggest
  • WordTracker
  • KeywordToaster
  • HotJar
  • LuckyOrange
  • ScreamingFrog
  • Opteo
What types of campaigns have you ran?
  • Search
  • Dynamic
  • Display
  • Discovery
  • Local
  • Shopping
  • Performance Max
What are your thoughts on Performance Max?

It’s a great campaign type that is difficult to setup and have it run correctly, it can therefore use-up a lot of dollars from trial-and-error to completion before you have it setup correctly with the correct audiences signals and audience segments. And if you’re lucky contacting a nice Google Representative, he/she might tell you that they can add negative keywords to the performance max campaign, which users are not allowed to do.

Performance Max shows ads on all Google advertising services.

What are your thoughts on Broad Match Keywords?

Google is trying to go back to making users use Broad March Keywords. We’re going full circle around.
In the beginning it was all about broad, then phrase, phrase and exact… then broad match modifiers and single keyword ad groups and now it’s back to phrase and Google is saying their Broad algorithm is getting better and want users to use Broad.

In my opinion, phrase is the way to go, and broad is a great way to spend a lot of money.
A lot of negative keywords have to be implemented for it to work successfully.

How do you build Campaigns, Keywords, Ad Groups and Ads?

I build campaigns in theme formats.
For example, if a website sells hosting, I would set up campaigns in theme format for what they sell.

  • Campaign 1 – Dedicated Hosting
  • Campaign 2 – VPS Hosting
  • Campaign 3 – Cloud Hosting
  • Campaign 4 – Shared Hosting

Ad groups would relate to the different plans under each campaign

  • Campaign 1 – Dedicated Hosting
  • Ad group 1 – Self Managed Dedicated Hosting
  • Ad group 2 – Fully Managed Dedicated Hosting
  • Ad group 3 – Other plans.

Keywords would relate to each individual Ad Group

Keywords for Ad Group 1:

  • Windows Self Managed Dedicated Hosting
  • Linux Self Managed Dedicated Hosting
  • Enterprise Linux Self Managed Dedicated Hosting
  • DDOs Protection Self Managed Dedicated Hosting
What Bid Strategies do you use? | What Bid Strategies have you used?
  • Manual CPC
  • Maximize Clicks
  • Target Impression Share
  • Target Cost Per Acquisition (TCPA)
  • Target ROAS (TROAS)

I’ve used all those bidding strategies and they depend on what you are looking for.

For a new account, you can run Manual CPC or Maximize Clicks to get Google’s algorithm some data to work with. Then switch to an automatic bid strategy such as TROAS and Maximize Conversions.

Lead Generation campaigns can benefit more from TCPA since they don’t usually return value for a TROAS setting.
Ecommerce campaign benefit from both TROAS and TCPA, some campaigns perform better on either. Can be a good A/B test experiment.

What are the most important metrics in a campaign?


But since you’re asking:

  • Lead Generation:
    Cost, CTR, CPA (CPL), Impression Share.
  • Ecommerce
    Cost, CTR, CPA (CPL), ROAS, Impression Share.
What budgets have you ran? | What is the largest budget you’ve ran?

$1 Million / month

What niches have you worked with?
  • Ecommerce
  • Food Ecommerce
  • Hotels
  • Wrist Watches
  • Drug Rehabilitation
  • Auto Insurance
  • Broadway Plays
  • Stickers
  • Osteoporosis gym
  • Biking Clothes
  • Physicians
  • Lawyers
  • Luxury Car Pickup Service
  • and more.
How do you stay up to date with the most recent news?
  • Slack (I am part of the largest digital marketing channel online, we share news, ideas, and working tactics).
What do you think of the ever changing Google Ads space?

Adaptation is the name of the game.
They throw things at us and we adapt. Changes in keywords matches, broad match modifiers, Performance Max, New Bidding Strategies, Removing ad types, introducing new ad types, etc.

We always have to learn and adapt. And how is that different from any other business?
Nurses, doctors, construction workers, most professions always have to learn new things, and with the fast advancements in technology, we do too.

How would you make good ads?

Make sure that they have:

  • Benefits
  • Features
  • Qualifiers / Disqualifiers

Qualifiers and Disqualifiers:
There are many qualifiers and disqualifiers that can be used, one for example is placing the price of the item on the ad so that people who are looking for that specific item do click on the ad, while those looking for cheaper items don’t click. These improves CTR, CPA, and Cost.

Tell me about a time you had a disgruntled client and how handled it?

I once had a client who was unhappy with the performance of their Google Ads account. They had been working with another agency prior to coming to me, and were already skeptical about the effectiveness of Google Ads. On top of that, they had just spent a large amount of money on their latest ad campaign, and were not seeing the results they had hoped for. They were understandably upset, and I knew I had to act fast to regain their trust.

I started by listening carefully to their concerns, and reviewing their account data to understand what had gone wrong. After analyzing the data, I realized that their previous agency had not properly set up conversion tracking with Google Tag Manager, which meant that they had been wasting a lot of money. I immediately got to work on fixing this issue, and within a few days, I was able to optimize their ad campaigns and increase their conversion rates significantly. I also provided them with regular reports and updates, so they could see the progress we were making.

As a result of my efforts, the client’s trust in Google Ads was restored, and they were delighted with the results I was able to achieve for them. They went on to refer the agency I was working for to other businesses in their network, and we continued to work together successfully. This experience taught me the importance of listening to clients’ concerns and proactively addressing issues to build and maintain strong, lasting relationships with clients.

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