Marketero · Entrevistas
15 Years of No BS Google Ads Advice in 31 Mins
27 ideas de marketing sacadas de «15 Years of No BS Google Ads Advice in 31 Mins», de Ben Heath - Google Ads. Sobre todo de canales de adquisición…
- 27 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 31 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 27 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 27 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.
Fijación del presupuesto publicitario según objetivos de negocio y no por tamaño de audiencia
Canales de adquisiciónEl presupuesto de anuncios en plataformas como Google Ads debe calcularse hacia atrás desde los objetivos de ventas, volumen de leads deseado y costo por lead (CPL), en lugar de ajustarlo al tamaño geográfico de la audiencia, ya que los algoritmos permiten segmentar a nivel nacional con presupuestos reducidos.
volume volume number 14 your Google ad budget should not be linked to audience size it should be based on the needs of need to spend more money that's not true you don't need to do that at all you can advertise nationally with a really small budget these two things don't need to be campaigns Google will find the right people they'll find the people that are so that could be a small budget to a really large area you don't have to to be linked your budget should be based around the needs of your business work backwards from say a sales Target or a lead volume Target okay we want to generate…
Escúchalo en el minuto 20:50
Iteración por volumen masivo de creatividades publicitarias
Medición y experimentosProducir y testear un alto volumen de creatividades publicitarias en lotes sucesivos, analizando sistemáticamente por qué unas funcionaron y otras no antes de crear el siguiente lote, garantiza encontrar anuncios altamente rentables por pura iteración y aprendizaje acumulado del mercado.
ones that create the most volume test then this is really important then take the time to assess the results analyze work out why certain things worked really well why certain things didn't then create a new batch test and they do that again and again and again because if you were to create say 500 ads for the same offer what's the chance that your campaigns wouldn't be very good after 500 ads like almost none even if to stumble across something that works really well at that point if you spent that much time crafting ad copy working out what works in your market like you're going to end up…
Escúchalo en el minuto 20:09
ConversiónContactar a los nuevos leads dentro de los primeros 5 minutos y mantener una cadencia multicanal persistente (llamadas repetidas, SMS y email) puede triplicar los ingresos y el ROAS con el mismo volumen y costo de captación publicitaria.
to go number five exceptional lead followup is more important than exceptional lead generation and your good lead follow-up process is massive we have 3x the return on ad spend from leads but getting three times as many customers from it three times the revenue because really good lead your leads within 5 minutes of them pick up that time call them again later that day call them the next day call them twice a day for the next 5 days you through also follow up with email also follow up with SMS get a hold of the
Escúchalo en el minuto 6:01
Usar la IA de Google Ads como generador de ideas pero aplicando filtrado humano estricto
Canales de adquisiciónAprovecha las herramientas de IA generativa de Google Ads para obtener sugerencias de palabras clave y textos publicitarios, pero revisa y filtra manualmente cada elemento en lugar de publicar las sugerencias de manera automática.
okay Point number nine use Google's AI tools but don't rely on them now when we're creating Google ad campaigns we can input a bit of information links to our website and ask Google to generate keyword ideas add copy all that sort of stuff and a lot of is actually really good now but a lot of it's not so you have to be the filter so when you're go to your campaign creation absolutely use all of that do all that sort of stuff but just go through and then go okay this is good this is good this is good
Escúchalo en el minuto 14:39
Apalancar la autoridad de influencers en creatividades publicitarias para acelerar la confianza de marca
Canales de adquisiciónPara transferir credibilidad rápidamente sin esperar años de construcción de marca propia, contrata influencers del nicho para protagonizar los anuncios de video (YouTube) o imágenes de display de tus campañas pagadas.
to hack that by the way to try and shortcut the process is to use is to leverage other people's Brands so think about this that's effectively influencer marketing I'm a big fan of using influencers in your ads like if you're going running video ads in particular Say on YouTube or other parts of Google ad Network maybe look to hire an influencer to create those videos for you if you're running ads on the Display Network you could hire influencers to be in your product images can make a really big difference because then you're you're drawing on their Brand Power it's one of the best ways to to…
Escúchalo en el minuto 14:02
El reconocimiento de marca incrementa la rentabilidad de las campañas de respuesta directa
Marca y posicionamientoContar con una marca reconocida reduce el riesgo percibido del comprador, aumentando drásticamente la tasa de clics (CTR) y la tasa de conversión en anuncios de búsqueda y display. La marca se construye de forma acumulativa en todos los puntos de contacto operativos (atención al cliente, empaque, entregas) y no únicamente mediante grandes campañas publicitarias.
brand power is the single biggest needle of what makes succeeding with Google ads really easy it's if you're advertising a big brand and the reason why is because people see a brand they are far more likely to click they are far more likely to purchase why because what they're doing with a brand is they are assuming that that product is going to be better or at least assuming that it's not going to be rubbish that's what brand does think branding you do that with how you deliver for your customers how do you provide the service how what what packaging does your product come in how good's your…
Escúchalo en el minuto 10:42
Canales de adquisiciónInicia la captación en Google Ads con campañas de búsqueda para generar conversiones base y validar el embudo antes de expandir el presupuesto y probar campañas de Performance Max.
performance Max campaign properly so start the search get those conversions and then look to expand into performance Max and test that out but you do want to add that in most business some point because it can produce great results
Escúchalo en el minuto 10:01
Mensaje y copywritingDado que los usuarios prestan una atención mínima a la publicidad, el texto de los anuncios debe ser lo más simple y claro posible, explicando de inmediato qué hace la oferta y cómo ayuda al cliente para facilitar el clic.
paying hardly any attention to your ads assume that their prospects are as well that's not true your prospects are barely paying any attention to your ads so what does that mean it means you want to keep your ad copy as simple as possible get that click make it obvious what it is that your product service does how it helps people for the most
Escúchalo en el minuto 29:27
Mensaje y copywritingDado que los usuarios prestan una atención mínima a la publicidad, el texto de los anuncios debe ser lo más simple y claro posible, explicando de inmediato qué hace la oferta y cómo ayuda al cliente para facilitar el clic.
paying hardly any attention to your ads assume that their prospects are as well that's not true your prospects are barely paying any attention to your ads so what does that mean it means you want to keep your ad copy as simple as possible get that click make it obvious what it is that your product service does how it helps people for the most
Escúchalo en el minuto 29:27
Canales de adquisiciónPara maximizar el ROAS anual, conviene concentrar mayor presupuesto durante las épocas de alta demanda y reducir la inversión en periodos bajos, en lugar de gastar de más en temporadas flojas intentando nivelar artificialmente los resultados.
point which is to not fight seasonality they spend more during the bad times of the year and less during the good times of the year that doesn't make sense if you want the best overall return on ad spend it's much better to spend more during the good times of the year and less during the bad times of the year to assess return on ad spend over a longer time Horizon like over a 12-month period that's definitely the better way
Escúchalo en el minuto 5:02
Evaluar y optimizar campañas según el volumen de conversiones y no por tiempo transcurrido
Medición y experimentosLas decisiones de pausar o ajustar anuncios y palabras clave deben basarse en alcanzar significancia estadística mediante un volumen suficiente de datos de conversión, y no en la cantidad arbitraria de días o semanas que lleva activa la campaña.
important number six optimize campaigns when you've got enough conversion volume not time okay so one of the most common things and actually it's not to do with time it's to do with conversion volume so it's conversion volume not time I advertisers spend a little bit of time with a statistical significance tells you this is statistically significant you can now use this data results than this one you don't have enough data yet this is not statistically significant so something
Escúchalo en el minuto 7:55
Oferta y precioReducir deliberadamente el mercado objetivo hacia un nicho muy específico permite diseñar una solución que resuelve exactamente los dolores de ese segmento, aumentando la disposición a pagar del cliente y permitiendo cobrar tarifas significativamente superiores frente a propuestas generalistas.
number 16 going Niche allows you to charge more now a lot of advertisers are true but the upside to going more Niche is you can charge more we've all had when you go more Niche and you and you go no we're only going to T service these people just this specific group you can then tailor your product or service to be perfect for them to really help them get what they want to get to really help them avoid what they want to avoid and people will obviously be willing to pay more for it I'll give you well you're going to pay more for the sector and you also be willing to Pay More by the way because…
Escúchalo en el minuto 23:14
Jerarquía de métricas en Google Ads: optimizar por ROAS o CPA y diagnosticar con métricas secundarias
Medición y experimentosLas decisiones de optimización deben basarse únicamente en la métrica primaria del negocio (ROAS si se puede medir el valor monetario directo, o coste por conversión en negocios de generación de leads); las métricas secundarias como CTR o CPC solo deben utilizarse a posteriori como herramienta de diagnóstico para entender el porqué de un resultado.
next point which is only two Google ad metrics really matter and really it's only one for each business it's either your return on ad spend or your cost per conversion now the reason why I say we've got two there is because not all businesses can measure their return on ad spend very effectively if you're a service based business you're generating leads it's difficult for you to optimize within your Google ad campaign to see what our return is because obviously the the conversion is going to happen offline for the most part once you've spoken to the prospect etc etc so in that case you're…
Escúchalo en el minuto 2:17
Necesidad crítica de diferenciación frente a alternativas más baratas o accesibles
Marca y posicionamientoSi un producto competidor similar está disponible en plataformas como Amazon por menor precio y con entrega rápida, las campañas de publicidad no funcionarán salvo que el negocio cuente con una propuesta claramente diferenciada (por marca, características o narrativa).
people can buy similar products to yours from Amazon for Less your campaigns will not succeed you have to remember that you're advertising in a competitive your competitors launched a superior product for 20% less and look it's available on Amazon Prime if people get things absolutely impact your results it's just like you need a differentiated offer you don't need to be on price you could be differentiated based on your brand you could be differentiated based on the features you could be differentiated based on your customer story and the connection between you and well but you need some…
Escúchalo en el minuto 17:08
Especializarse en un nicho concreto permite cobrar precios más altos a cambio de menor volumen de audiencia
Investigación de mercado y clienteAtender una necesidad altamente específica permite justificar tarifas notablemente superiores debido al gran valor que aporta a ese cliente, asumiendo el intercambio de operar en un mercado con menor volumen de audiencia.
specifically set up to service this very specific need and for the businesses that have that specific need they'd be willing to pay a fortune for it because it would be worth so much to their business so that's an example of how going Niche can can be really beneficial now obviously there's a trade-off your audience size is smaller there is a being less broad going more more Niche being able to charge more for it being
Escúchalo en el minuto 25:03
Adopción selectiva de las recomendaciones algorítmicas de Google Ads
Canales de adquisiciónConviene aplicar las recomendaciones de optimización creativa, objetivos directos de venta y valor de conversión de Google Ads, pero mantener cautela crítica ante las sugerencias que únicamente incentivan aumentar el presupuesto publicitario.
outsmart Google so most not all most of their recommendations that you see within your ad account are beneficial they are going to improve your results things when Google says try adding in more headline options more description options that gives Google more opportunity to test you're probably going to get better results the ones to be wary of the ones around budget but you also have to recognize that that's within Google's interest and sometimes their budget recommendations the optimizations where they say optimize for conversion value instead of conversions Well yeah if you can track…
Escúchalo en el minuto 18:25
Cuello de botella operativo al escalar campañas publicitarias de alto retorno
Estrategia y decisiones de negocioCuando una campaña publicitaria alcanza un retorno masivo (ROAS de 8x a 15x) y se escala rápidamente, el cuello de botella suele desplazarse de la adquisición a la entrega del negocio (inventario en productos físicos o capacidad operativa en servicios), problema que afecta en menor medida a los modelos digitales.
mistake Point number 15 nothing allows a business to scale faster than a Google got an 8X return on ad spend an 11x return on ad spend a 15x return on ad massively scale up campaigns are still amounts of customers what nearly always ends up happening is that the deliverable side of the business so if it's product based it's going to be stock if it's a service it's going to be capacity that's the part of the business that struggles to keep up sometimes we've done this in a digital environment where that's much less of an issue and you just see businesses absolutely take
Escúchalo en el minuto 21:56
Mensaje y copywritingEn formatos publicitarios de display y video, los anuncios deben ser visualmente atractivos e interesantes para capturar la atención de inmediato, evitando creatividades estáticas y aburridas que asumen incorrectamente que el usuario prestará atención por sí mismo.
Network piece of advice with the other AD formats got to keep stuff engaging don't have boring basic image ads with the time think about your videos your imagery has to be really engaging has to be interesting has to grab people's attention because like I said people are not paying much attention at all to your ads don't make the mistake of thinking
Escúchalo en el minuto 30:09
Mensaje y copywritingLas herramientas de inteligencia artificial deben utilizarse para ahorrar tiempo en la redacción y creación de anuncios, pero siempre requieren el criterio del anunciante para aportar diferenciación frente a la competencia.
all they're not using chat GPT to help them create Google ad copy and things like that and that's silly you definitely want to be using these tools it's helpful help save time or they're ai's got it no think of the as GPT think of it as timesaving not as a replacement for you as a Google always going to need to be input from the advertisers to differentiate you from the competition otherwise the AI would just produce the same stuff for you as it would for them there'd be no
Escúchalo en el minuto 15:15
Evitar sobrecomplicar la estructura de campañas en Google Ads con bajo presupuesto
Canales de adquisiciónSobrecomplicar la estructura de las campañas en Google Ads perjudica los resultados, especialmente cuando se opera con presupuestos reducidos o un volumen bajo de datos de conversión, ya que el algoritmo necesita datos consolidados para optimizar el rendimiento.
they are number 21 get your Google ad campaign structure right a lot of Google advertisers like to really overco complicate things and that can really negatively impact Google glb results particularly if you're operating with a relatively small budget or particularly if you don't have a lot of conversion data that Google knows exactly what what to do and how to optimize and all things
Escúchalo en el minuto 30:40
Aumentar el valor de vida del cliente escala mejor que reducir el coste de adquisición
Retención y relación con el clienteEs significativamente más viable y escalable aumentar la rentabilidad de las campañas incrementando el valor de vida del cliente (LTV) —a través de suscripciones, recompra, mayor calidad o remarketing— que intentar forzar reducciones agresivas en el coste por adquisición (CPA).
amateurs focus on reducing cost to acquire a customer experts Focus on increasing lifetime customer value so a want to do but often it is much easier to increase your customer value from say $60 to $80 or $90 often that's not that hard to do as opposed to reducing your cost per conversion from $20 in that case it have to be zero or down to $10 fighting to get that cost per conversion down by a few dollars is possible but quite difficult to do but increasing on the other side your lifetime customer value is often much easier to do and can make your campaign much more profitable doubling that…
Escúchalo en el minuto 0:25
Comenzar en Google Ads con campañas de búsqueda antes de escalar a Performance Max
Canales de adquisiciónEs recomendable iniciar con anuncios de búsqueda para acumular historial y datos de conversión con menor complejidad operativa antes de habilitar Performance Max, cuyo algoritmo requiere dicho volumen previo para optimizar el inventario multicanal.
start with search expand to Performance Max so I think most Google advertisers start with search campaigns I think that to that search I think start there it's some point you absolutely want to expand to Performance Max performance Max lets don't want to start there because a it's more complicated for you as an Advertiser and B Google needs convert data to be able to optimize a
Escúchalo en el minuto 9:19
Interpretar las subidas en el costo por conversión como retroalimentación operativa y no como catástrofe
Medición y experimentosUn incremento temporal en el costo por adquisición (como un 20%) debe tomarse como una fluctuación natural o como una señal de datos para implementar mejoras pendientes en páginas de aterrizaje, segmentación de anuncios y creatividades.
Niche number 17 you will live if your cost per conversion goes up by 20% this bit if your cost per conversion goes up by 20% just see that as feedback it might be a natural fluctuation and information that goes okay we need to change something we need to mix this up right let's get to that landing page think it could be better let's break our ad groups down into more specific ping never helped anyone calm it's feedback how can we improve things how
Escúchalo en el minuto 25:39
Evitar cambiar de plataforma publicitaria con la falsa expectativa de que otra será más fácil
Canales de adquisiciónSaltar de una red publicitaria a otra (como pasar de Google Ads a TikTok o Meta) porque la actual resulta compleja es un error recurrente; cada plataforma tiene su propia curva de dificultad y abandonar un canal con escalabilidad no resuelve los problemas de fondo.
I'm just saying that don't jump from what you're currently doing thinking it will be easier there so if you've got a fine but don't think this Google ad things is is too hard I'm going to jump to this other place it's going to be much easier that's almost certainly not Google ads is the largest online ad it has the most scalability so the always jump to things that we think might be easier because we don't know how difficult it might be over there
Escúchalo en el minuto 27:07
Medición y experimentosEl rendimiento diario de la publicidad fluctúa inevitablemente debido a factores del mundo real (clima, noticias, competencia); para evitar decisiones erróneas por volatilidad a corto plazo, el rendimiento debe medirse en horizontes de semanas, meses o comparativas interanuales.
okay Point number three Google ad results fluctuate get over it I've that tear their hair out trying to get consistent day-to-day results from the Google ad campaigns that's just not realistic and it's not realistic because Google ads isn't a video game and a lot you're advertising to real people that are affected by real world events simple things like the weather that can obviously fluctuate day-to-day can have an impact on your results depending on what you sell we're affected by news events by what your competitors are doing by new offers by all sorts of various things they fluctuate…
Escúchalo en el minuto 4:06
Aceptación de leads imperfectos en campañas de captación
ConversiónIncluso aplicando filtros estrictos y segmentando a audiencias templadas, siempre entrarán leads de baja calidad; en lugar de obsesionarse por eliminarlos por completo, es más efectivo enfocarse en convertir a los viables y aumentar el volumen.
instead of obsessing over some bad quality leads coming through it's much better just to be like let's convert who we can let's generate more leads and let's move forward just accept that you're not going to get perfect leads audiences we then really qualify if someone goes to book a call for our done for you Services they've got a series of questions that are designed to remove people that don't qualify even with all of that like we're being really strict with with our lead gen we still get poor quality leads come through because that's just like it's just going to happen you just got to…
Escúchalo en el minuto 16:21
El volumen y la persistencia superan al talento innato en publicidad digital
Estrategia y decisiones de negocioEl éxito prolongado en la gestión publicitaria depende más de la constancia y del volumen de pruebas y creación de anuncios que de la inteligencia o el talento natural.
successful Google advertisers aren't the most intelligent they are the most employee and I know that certain people are more naturally talented at Google ads digital marketing than others they aren't necessarily the ones that end up being the best the ones that end up being the best are ones that commit to the most volume they're the ones that write the most new ads that create the
Escúchalo en el minuto 19:34
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.