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AI Agents & Automations... The Future of Google Ads
23 ideas de marketing sacadas de «AI Agents & Automations... The Future of Google Ads», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo…
- 23 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 49 min
- Publicada en 2025
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Prompting invertido: pedir a la IA que formule las preguntas necesarias para completar un objetivo
Estrategia y decisiones de negocioEn lugar de intentar redactar un prompt exhaustivo desde el inicio, define el objetivo final y solicita a la IA que te haga todas las preguntas o especifique los datos adicionales que requiere para realizar la tarea con precisión.
up from you so far is just actually getting chat GPT to write the prompt that you want it to do. And it seems using chat GBT purely just asking it this is what I want you to do can you write a prompt to complete this task goals. So, the simple way to remember this is just instead of you prompting the AI, have the AI prompt you. Yes. So, doing. I need your help, but please ask me all the questions that you need to ask me in order to be able to complete here's the goal. and have it prompt you.
Escúchalo en el minuto 16:54
Estrategia y decisiones de negocioPara evitar que la saturación operativa impida la adopción de nuevas habilidades, se debe agendar un bloque innegociable de entre 30 minutos y 2 horas semanales dedicado exclusivamente al aprendizaje y experimentación con nuevas herramientas.
learn." I'm like, you don't have time not to. You have to carve out that time. Stick half an hour a week. Half an hour a week on your calendar, non-negotiable. Try and extend that to two hours if you can or a couple of half hour spots, but you can't use that excuse anymore. It's you have to carve out that time to do it. the time isn't magically going to
Escúchalo en el minuto 45:25
La regla del 5% o 100% para inversión en adaptación tecnológica
Estrategia y decisiones de negocioInvertir al menos el 5% de los ingresos brutos anuales en adoptar y aprender tecnologías transformadoras (como la IA) protege al negocio de quedar obsoleto y arriesgar el 100% de sus ingresos en el mediano plazo.
the other day in Amsterdam. It's 5% or 100%. So think about the revenue that your business made or you personally made last year, then take 5% of that. If you're willing to invest 5% in electricity. So invest 5% of your top line in revolutionizing your business, your personal skill set, your career, or you risk 100% of that number. You risk not being in business in 3 years time.
Escúchalo en el minuto 46:59
Canales de adquisiciónAntes de pegar y ejecutar un script de terceros en una cuenta publicitaria, copiar el código en un LLM (como ChatGPT o Claude) para verificar si realiza modificaciones directas en la cuenta o si únicamente recopila datos de solo lectura.
changes? Okay, copy it into OpenAI first, chuck it into Chat GT and say, if I run this script, is it going to change anything in my account? Is it going to do anything that nobody's told me about? It knows enough about code clearly at this point to be able to check that before you run it in your account. And
Escúchalo en el minuto 12:46
Mensaje y copywritingInstruir a una IA para que formule preguntas secuenciales (una a la vez) sobre la oferta permite extraer el conocimiento del creador sin fricción, generando una página de ventas estructurada y facilitando la creación inmediata de publicaciones, ganchos de anuncios y guiones derivados aprovechando el contexto acumulado.
said, I need to run a sales page. ask me all the great it had 14 questions that it needed answers to and I'm like okay just ask me them one at a time and I'll answer them and then when you've satisfied with the answer ask me the next question. So that took half an hour sped out the most incredible sales page tweaked it. But now that it's got all of that context loaded in its memory, as you were then, well, okay, can can you now write me three LinkedIn posts? Can you can you give me five Facebook ad hooks? Can you write the YouTube script? that? So, it took an hour end to end.
Escúchalo en el minuto 20:46
Estrategia y decisiones de negocioPara automatizar tareas con agentes de IA sin perder control de calidad, se debe aplicar un proceso progresivo de tres fases: primero hacerlo uno mismo de forma manual (Me), luego ejecutarlo conjuntamente supervisando y corrigiendo las salidas del modelo (We), y finalmente conceder autonomía completa una vez validada la precisión tras múltiples repeticiones exitosas (You).
me." But once you've once you've seen it do the right thing over and over, back when we hired a whole bunch of people in the Philippines, we had this thing we called me, we you okay? So, I'm going to do it and then we're going to do it together and now you're going to do it. And once I've seen you do it three, four, five times and you've done it flawlessly and we have a system for catching errors, once I know you're doing it, feel I don't want to sit with you and do it together every time. I'm just going to let you get on and do it. It's kind of the same with these AI agents. Once you know it…
Escúchalo en el minuto 37:15
Análisis de datos de campañas con IA para reducir sesgos de canal
Medición y experimentosIntroducir datos brutos de rendimiento en herramientas de IA conversacional permite acelerar el análisis de tendencias y obtener recomendaciones presupuestarias objetivas, eliminando el sesgo del gestor hacia canales específicos.
down and AI did that in chat did it in chat GPT. I think it took about 10 minutes of me just giving it some different prompts, asking some questions. Yeah. Which would have taken were invest more in Google ads but keep the spend and meta. And that was the other thing I loved about it too is because obviously I'm Google ads facing first. Yeah. It took my bias out of it. So so that I was going to the client look this is the workings. This is not my bias. this is, you know, and and gave you know reporting analysis just in chat GPT because you're just using normal language asking your questions…
Escúchalo en el minuto 30:25
Medición y experimentosLa inteligencia artificial permite automatizar la síntesis estadística de grandes volúmenes de datos para obtener un análisis base al 80%, dejando en manos del especialista humano la tarea de incorporar el contexto cualitativo del negocio, detectar anomalías no registradas y proyectar el impacto económico real de las acciones.
these actions. But what they really want to know is if we do these things, what's going to happen? What's the expected business outcome? What happens to my bunch of what I call 80% insights. but you got them delivered for a fraction of a cent in a couple of now your job as the human is to take that and craft it to join that together with what you know about that particular client with what you know why conversions dropped because they screwed up something on the website that the AI doesn't know about. Your job is to take these all these 80% done insights and then craft that into a narrative…
Escúchalo en el minuto 25:26
Medición y experimentosLa inteligencia artificial permite automatizar la síntesis estadística de grandes volúmenes de datos para obtener un análisis base al 80%, dejando en manos del especialista humano la tarea de incorporar el contexto cualitativo del negocio, detectar anomalías no registradas y proyectar el impacto económico real de las acciones.
these actions. But what they really want to know is if we do these things, what's going to happen? What's the expected business outcome? What happens to my bunch of what I call 80% insights. but you got them delivered for a fraction of a cent in a couple of now your job as the human is to take that and craft it to join that together with what you know about that particular client with what you know why conversions dropped because they screwed up something on the website that the AI doesn't know about. Your job is to take these all these 80% done insights and then craft that into a narrative…
Escúchalo en el minuto 25:26
Oferta y precioA medida que la automatización y la IA abaratan la ejecución técnica, las agencias y profesionales deben reestructurar su oferta para cobrar por la estrategia y el impacto comercial (leads, ventas y margen), dejando de vender horas de tareas operativas que los clientes ya no perciben con alto valor.
back then what if execution has to be free and we can only charge for strategy. How do we start to do that now with our existing clients? Because execution is not going to be valued in the future as much as it is now. always going to need help. And what they need help with? They need help with I need to keep growing. I need more more leads, more sales, more profit, preferably. That need is not going away. clients never really cared about quality score and impression share but but some just looking I'm just looking at my bank account. Yeah. Yeah. Insights. No. Actually, I don't even care about…
Escúchalo en el minuto 42:37
Cadena de valor analítica: de datos brutos a impacto de negocio
Medición y experimentosEntregar paneles saturados de métricas traslada la carga del análisis al cliente; el trabajo de una agencia o especialista consiste en transformar los datos brutos en información, de ahí en 'insights' accionables, y finalmente en decisiones orientadas a resultados comerciales concretos.
there's this chart that Avanash used to share. So it goes data, information, insights, action, expected business outcome. What he always used to say was that the businesses don't want you to puke data on them, right? They just they don't need more dashboards cuz when we give somebody a dashboard full of stuff. What we're really saying to them is there's a ton of insight to be had from this but I'm now promoting all that work on you. And our job as freelancers as agents agencies or whatever it might be is to have those insights based on. So we turn data into information into
Escúchalo en el minuto 24:33
Automatizar una pausa de seguridad en campañas si el gasto diario duplica el presupuesto
Canales de adquisiciónConfigurar un script condicional para pausar automáticamente cualquier campaña de Google Ads cuando el gasto supere el doble del presupuesto diario programado, evitando sobrecostos accidentales hasta que un operador humano pueda auditar la cuenta.
If um yes, spend was twice my daily budget for a particular campaign. And remember, Google can spend much more than your campaign on occasion. If it spends more than double, pause that campaign again until a human can go look
Escúchalo en el minuto 10:16
Descubrimiento continuo de palabras clave negativas con agentes de IA
Canales de adquisiciónAutomatizar la extracción de datos de búsqueda y pasarlos a un agente de IA contextualizado con las landings, copys y objetivos de CPA permite identificar semanalmente palabras clave negativas complejas que las fórmulas o filtros tradicionales de hojas de cálculo pasan por alto.
year, is starting to pull data out of Google. So I use scripts for that so I can get the data out and then building agents that can go play with that data if we start to build little agents for things for stuff that we know we're going to use often, we can start to automate a lot of that process. So we can automate the collection of data. thing? Could you find new negative keyword suggestions from the latest search term data? So, here's all the data you need. Here's all all the information about the client website. We understand all the keywords we're using, all the ad copy we're using, all…
Escúchalo en el minuto 33:46
El rol de 'director de orquesta' para escalar servicios mediante IA
Estrategia y decisiones de negocioPara gestionar un mayor volumen de cuentas sin degradar la calidad, el profesional debe delegar la ejecución repetitiva en paralelo a la IA y concentrar su tiempo en el 10-20% final: aportar criterio, contexto del mundo real, gusto y toma de decisiones estratégicas.
can do that at scale because all these things that they have to used to do in series that all took time can now all be done in parallel. All of that can be fed through the freelancer. They can look at that, make that last 10, 20% the judgment call, add some taste, add some experience, add some real world knowledge, and make some tweaks. Yep. Carry on. This is the conductor bit,
Escúchalo en el minuto 41:17
Canales de adquisiciónPara supervisar y controlar la IA de Google Ads, los scripts de automatización se pueden estructurar en cuatro niveles (las 4C): 'Checks' (monitoreo de anomalías como caídas de impresiones o disparos de CPA y envío de alertas a Slack/email), 'Chart' (extracción y visualización de datos hacia hojas de cálculo externas), 'Change' y 'Cognition'.
monitor. So, I have this framework again it in the show notes, but I call it my four C's. There's like four levels of scripts. Checks, chart, change, and cognition. So, just running through those very quickly. Checks are very similar to rules. We can just quickly check, you know, did impressions fall off a cliff last night? Is CPA going crazy and was spending too much? In which case, maybe do something or alert me. At a very minimum, just send me an email, pop a message in Slack, do something to alert me, add a label to that campaign to tell a human to go look at it. And next, we had chart…
Escúchalo en el minuto 9:17
Canales de adquisiciónPara supervisar y controlar la IA de Google Ads, los scripts de automatización se pueden estructurar en cuatro niveles (las 4C): 'Checks' (monitoreo de anomalías como caídas de impresiones o disparos de CPA y envío de alertas a Slack/email), 'Chart' (extracción y visualización de datos hacia hojas de cálculo externas), 'Change' y 'Cognition'.
monitor. So, I have this framework again it in the show notes, but I call it my four C's. There's like four levels of scripts. Checks, chart, change, and cognition. So, just running through those very quickly. Checks are very similar to rules. We can just quickly check, you know, did impressions fall off a cliff last night? Is CPA going crazy and was spending too much? In which case, maybe do something or alert me. At a very minimum, just send me an email, pop a message in Slack, do something to alert me, add a label to that campaign to tell a human to go look at it. And next, we had chart…
Escúchalo en el minuto 9:17
Implementación de reglas automatizadas condicionales como salvaguardas de presupuesto
Canales de adquisiciónConfigurar reglas automatizadas bajo lógica condicional (si ocurre X, hacer Y) permite crear salvaguardas operativas en campañas de anuncios, como pausar automáticamente grupos de anuncios o campañas si el costo por adquisición (CPA) se dispara repentinamente.
Google introduced automated rules. And for the first time, we could take those systems and SOPs that we have and turn them into a series of if this then that And many people still use them. I mean there are some great sort of safeguards that you can build very easily. you know, if the CPA suddenly rockets, you can shut down that ad group or shut down that campaign for the time being, just until somebody gets back in and can check what's going on. So, that's your
Escúchalo en el minuto 2:59
Uso de agentes de IA para monitoreo competitivo y detección de brechas de posicionamiento
Investigación de mercado y clienteConfigurar agentes de IA encargados de analizar y monitorear periódicamente los sitios web de los principales competidores permite detectar cambios en su oferta y mensajes, identificando con rapidez vacíos estratégicos y ángulos de posicionamiento diferenciados que la competencia no está explotando.
those fun things. But building a competitive analysis agent. So, okay, let's agree on who your top six competitors are online. Now we can send this agent off to read through everything on all of those websites to monitor them if something changes to analyze them for strategy gaps. Like these three are all saying this thing. These two are saying this, you say this. Like here's this. Here's the gap in all this. Here's the positioning you could take. There are so many ways to use
Escúchalo en el minuto 38:38
Canales de adquisiciónLas actualizaciones y automatizaciones dentro de Google Ads deben interpretarse analizando cómo cambia el comportamiento de búsqueda del usuario (por ejemplo, la transición hacia búsquedas conversacionales con IA) y no solo observando los cambios mecánicos en el panel de control.
that whenever Google releases a new change always come back to why that change is happening and we can be sometimes as Google ads specialists so focused on what's happening inside of the Google Ads dashboard that we're not seeing what's happening outside. And the whole thing is the very nature of search is changing. That's why Google is making to. It's because the way that people are interacting with search is changing. way that people do Google search is going to start teaching is going to move conversational. So the general user is going to actually get used to this whole conversational…
Escúchalo en el minuto 48:14
La frontera irregular (Jagged Frontier) en las capacidades de la IA
Estrategia y decisiones de negocioLa inteligencia artificial destaca de forma extraordinaria en ciertas tareas complejas y falla en otras aparentemente simples sin que sea predecible de antemano; identificar qué subtareas automatizar requiere experimentación empírica directa.
Ethan Mllik calls it the jagged frontier. And what he means by that is AI is going to be amazing at some tasks and absolutely terrible at others, but you don't know in advance what it's going to be good at, what it's going to be. It's got this jagged edge to it. And you find out by playing with it. You just have to experiment and play. I've got this task and maybe it can't do the task and maybe it can't do it as well as you, but it can do bits of that task incredibly well. And this was another
Escúchalo en el minuto 23:13
Canales de adquisiciónAntes de utilizar IA o scripts para realizar cambios automáticos en una cuenta publicitaria (como ajustar pujas o pausar palabras clave), es indispensable dominar los scripts de solo lectura/alertas e incorporar salvaguardas para evitar alteraciones destructivas accidentales.
start there. And making changes definitely comes a little bit later because you shouldn't be trying to write a script that makes changes before you've gone through those early stages. Could get a bit dangerous if we don't really understand what we're doing. So, case and now I know how to put some safeguards in place to make sure that this thing doesn't blow up my account. It doesn't delete all of my keywords and it doesn't triple all of my bids if that
Escúchalo en el minuto 15:33
Estrategia y decisiones de negocioEl aprendizaje y adopción de herramientas técnicas o scripts debe hacerse de manera secuencial e incremental; dominar una habilidad básica desbloquea la visibilidad y comprensión del siguiente nivel de posibilidades, sin intentar saltar etapas complejas desde el inicio.
teaching for years now. So the adjacent possible, so many people have probably heard of this, but the picture I have in my head for this, the mental model is a haunted house. And so whether it's walk in through the front door and you're in room one and let's say there's okay, I understand what these things do now. And once you understand it, you look up and there are three doors that room. And you pick a door, you pick a go to the next room by going step by step through this haunted house. You can't jump to room 20 out the back to get there by going through these rooms iteratively building up…
Escúchalo en el minuto 13:54
Alineación de incentivos en el Smart Bidding de Google Ads
Canales de adquisiciónEn las estrategias de puja automática por objetivo (Target CPA o Target ROAS), el algoritmo está diseñado para acercarse lo más posible a la meta fijada: la plataforma no regalará conversiones por debajo del precio si no es necesario, pero evitará pasarse del costo fijado porque un sobrecosto provoca que el anunciante reduzca su inversión o mueva su presupuesto a otros canales.
would often argue that actually it's in Google's best interest to hit the target that you set. They're not going to give it to you cheaper. They're very good at not giving you something cheaper than they need to. But if they charge you more than you want to pay, you're going to reduce spend. You're going to stop paying. Yeah. If you can't hit the results, you're going to move your money elsewhere. And Meta had a ripper five
Escúchalo en el minuto 8:19
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