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AI Max, Broad Match and the Keywordless Future of Google Ads [Inside Google Ads Episode 79]
18 ideas de marketing sacadas de «AI Max, Broad Match and the Keywordless Future of Google Ads [Inside Google Ads Episode 79]», de Jyll Saskin Gales |…
- 18 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 38 min
- Publicada en 2025
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Sube tu lista de clientes aunque no puedas usarla para segmentar
Canales de adquisiciónDato poco conocido que ella misma dice haber descubierto investigando para su libro. Para usar la lista de clientes como segmentacion hace falta un historial de cincuenta mil de gasto en la cuenta, algo que muchas cuentas pequenas nunca tendran, y ademas suelen hacer falta unos mil doscientos registros para que empiece a servir. Pero merece la pena subirla igualmente: su mera existencia en la cuenta hace que la puja…
lot of people don't realize is your customer list. Now, at least as of right now in Google ads, in order to use your customer list for ad targeting purposes, you have to have a $50,000 spend history in your account, which many small accounts don't have. However, there is still value in uploading your customer list to Google ads, even if you're never going to spend $50,000. And even if the list is not large enough, usually you need around 1200 records in order for it to start showing, even if it's not large enough to serve ads to because just that customer list existing in your account means…
Escúchalo en el minuto 33:12
Las tres C de una cuenta que funciona: conversiones, clientes y creatividad
Canales de adquisiciónSu checklist de cierre, use o no concordancia amplia. Primera: seguimiento de conversiones, porque aunque se diga que solo se quiere trafico, nadie mantendria la inversion si lo unico que llegara fuera trafico; y si la conversion es un formulario, hace falta importar la conversion real de fuera de la web, porque lo que da dinero es el cliente que paga, no el lead. Segunda: la lista de clientes cargada en la cuenta…
Absolutely. And I'll explain this, like whether or not you're using broad match, there's a few things that every Google ads account should have. Okay. Uh, the first one is the obvious one is conversion tracking, letting Google know what is the valuable action for your business that you want. I know you might say, Oh, we just want traffic lies. If all your Google ads, it was dry traffic. You would cut off that investment immediately. Okay. For most businesses, you want action of some kind. It's either a purchase or a phone call or a form fill or something. If it's a form fill, then you want…
Escúchalo en el minuto 32:26
El ajuste por defecto que te borra el tipo de concordancia que elegiste
Canales de adquisiciónPreguntada por que cambiaria de la documentacion oficial, senala dos cosas muy concretas. Una: que el ajuste de concordancia amplia no venga activado por defecto, porque combinado con una puja por conversiones, que tambien es el valor por defecto, ocurre que anades palabras clave en exacta o en frase, el sistema te deja anadirlas y despues les quita el tipo y las convierte todas en amplia. Dos: quitar el aviso que…
So I think the one change I would make that thankfully should be changing right now is I would not have that broad match setting on by default. Because what that does, assuming you pick a conversion based bid strategy, which also is the default, is that if that broad match setting is turned on at the campaign level, then when you go to add your keywords, even if you know to add exact or phrase match keywords, it'll let you add them and then strip the match type away and make it all broad match. That's what the broad match setting does now. So thankfully that is being replaced by AI Max, but I…
Escúchalo en el minuto 30:19
La automatizacion no falla en captacion de leads: falla tu medicion
Medición y experimentosLa expansion de la URL final da permiso al sistema para enviar al usuario a cualquier pagina del sitio que considere mas relevante para tu objetivo, y ahi es donde se rompe todo en captacion de leads, en B2B y en cuentas pequenas. El motivo no es la funcion: es que la unica forma de comunicar tu objetivo es la estrategia de puja y los datos que devuelves sobre si lo esta haciendo bien. En captacion eso exige…
mindful of other than other businesses? Final URL. Let's start there. The final URL is the final destination of your ad. So when someone clicks on your ad, where do you want them to go? So final URL expansion means you give Google permission to send those users to any page of your website that Google thinks will be most relevant and lead towards your goals. And that is the place where things can break down for B2B, for lead gen, for small budget accounts when you're not aligning your goal to Google's goals. And what I mean by that is the way you tell Google your goals is by choosing your bid…
Escúchalo en el minuto 14:02
Los dos escenarios donde si recomienda concordancia amplia, y el adios a la de frase
Canales de adquisiciónRecomienda pasar a concordancia amplia en dos situaciones. Una: cuando la cuenta ya esta al maximo con concordancia exacta, la cuota de impresiones es muy alta, no se puede gastar mas y se quiere crecer. Dos: cuando hay presupuesto suficientemente grande y datos de conversion adecuados, y entonces conviene ir a amplia desde el primer dia. El caso que lo ilustra es el de una agencia acostumbrada a presupuestos de mil…
So with that said, are there any particular scenarios or circumstances where you'd like to use broad match with your clients or the campaigns that you're managing? I will advise clients to use broad match if they've been using exact match and they're maxed out on the opportunity. So like they can't spend more at the currently just, they're capturing the opportunity there is. Search impression share is really high and we want to grow. So I'll go to broad match. I don't like phrase match anymore. I'm just like either get the control you can get out of exact match or get the additional signals…
Escúchalo en el minuto 26:34
El anuncio que parecia una publicacion normal arraso al que parecia un anuncio
Mensaje y copywritingCaso que cuenta el entrevistador para respaldar la importancia del creativo. Promocionando un seminario web, venian usando anuncios pulidos y profesionales hechos por su disenador grafico, muy correctos pero que se veian a la legua que eran anuncios. Probaron un creativo que pareciera mas una publicacion nativa, algo que una persona podria haber escrito, y menos un anuncio de una empresa de software. El resultado…
Nice. We love the alliteration. And I can really attest to that third point about creative. We were running ads for a webinar with Fred from Optimizer. By the time this podcast comes out, this webinar will have already happened. But we were running ads on LinkedIn. And we used to always run ads that looked quite polished and professional. And they were done by our graphic designer. And they were very nice and, you know, great. But they were quite obviously ads. And this is slightly different from search. But what we wanted to experiment was, can we make an ad that looks slightly more like a…
Escúchalo en el minuto 35:33
Canales de adquisiciónSu consejo para quien quiera probar el paquete nuevo de forma justa: si solo usas concordancia exacta y desconfias de la puja inteligente, no lo actives, porque es pasar de gatear a correr una maraton y no vas a quedar satisfecho. Antes conviene probar las capacidades equivalentes que ya existen en la cuenta: concordancia amplia, que ademas se puede montar como experimento; un grupo de anuncios dinamico; o la…
If you are someone who only uses exact match keywords and you are skeptical of smart bidding, I don't recommend turning on AI Max. It's just, you know, it's like going from crawling to running in a marathon. You are unlikely to be satisfied with the outcome. So if you are curious about AI Max and you want to test it, start with some of the existing similar capabilities. Try broad match. You can set up experiments in Google ads to do that. Or try a dynamic ad group if you've never done that before. Run performance max if you've never done that before. And just put a really strict target CPA or…
Escúchalo en el minuto 20:34
Canales de adquisiciónPor que la concordancia amplia tiene mala fama: al abrir el informe de terminos se ve al menos un 50 por ciento de terminos ocultos, a veces un 80, y lo que si se ve parece en buena parte irrelevante. Su explicacion es que la puja inteligente empieza tonta y la concordancia amplia tambien, porque la inteligencia artificial es artificial: arranca sin saber y necesita datos para aprender. Aunque tengas puja…
So Broadmatch just means you're giving Google permission to show ads to people who search for anything somewhat related to your keywords. And it uses your keywords as a guide, the other keywords in the ad group, your landing pages. You know, it does take a whole bunch of signals into effect to try to figure out which queries to show your ads on. But if you are running Broadmatch keywords and you look at your search terms report, first, you're going to see at least 50% hidden other search terms, if not 80%, which means a lot of stuff you don't even know what you're advertising on. And then…
Escúchalo en el minuto 23:14
Las senales de audiencia y los temas de busqueda son una estafa bien vendida
Canales de adquisiciónAfirmacion frontal: en la campana automatizada no eliges segmentacion, solo aportas senales, y esa campana va a mostrar anuncios a quien crea que tiene mas probabilidad de convertir segun tu seguimiento de conversiones y tu estrategia de puja, le des la senal que le des. Si la audiencia que aportas coincide con eso, habria ido igualmente; si no coincide, la ignora. Lo mismo con los temas de busqueda: el sistema los…
way. In performance max, I think audience signals and search themes are a scam. Like ultimately that campaign is going to do whatever the bid strategy tells it to do. According to your conversion tracking, it does not care what you give it as an audience signal or a search theme. search themes. Like why are they a scam? Sure. So in performance max, you don't get to choose your targeting. App campaigns are the same way, but you don't choose targeting at all. You only get to provide signals to guide the automation. That's what Google likes to tell us. But ultimately that campaign is going to…
Escúchalo en el minuto 16:51
Si no puedes alimentar al sistema, elige el tipo de campana que aun tiene barandillas
Canales de adquisiciónAnte la pregunta de si se pueden poner salvaguardas cuando faltan los datos, la respuesta es que depende del tipo de campana: en la automatizada de shopping el planteamiento es justamente que no se pueden poner, asi que no es el tipo adecuado sin seguimiento de conversion de embudo completo. Si el negocio es comercio electronico y lo que mide es la compra, adelante con la expansion y a por las ventas donde esten…
with the right data, is it best just to avoid like you really need to do that work first before you try and even attempt to make this work? Or is there any way that you can put in some guardrails to make it work? It depends on the campaign type and performance max. The whole point is you can't really put in those guardrails, you know, so probably not the best campaign type for you if you don't have full funnel conversion tracking. If you're an e-commerce business and what you're tracking is a purchase and, you know, by all means turn, you know, find a URL expansion on and get those sales…
Escúchalo en el minuto 15:58
Actualizacion posterior a la entrevista: pruebalo como experimento
Canales de adquisiciónAnadido grabado despues de la conversacion, cuando ya lo habia usado y hablado con colegas del sector: el consenso es que el paquete nuevo funciona bastante bien. Para quien siga dudando, la forma de entrar sin riesgo es activarlo como experimento dentro de la plataforma y medir su rendimiento contra la estructura de campanas que ya tiene, en vez de encenderlo sobre la cuenta entera.
too. Thanks again, Jill. Before I let you go for the day, a few updates since this episode was recorded. First, I have now used AI Max, seen AI Max, and talked to industry colleagues about it. And the general consensus is that it's pretty good. If you're still a bit hesitant about testing AI Max, you can turn it on as an experiment and see how it performs versus your existing campaign structure.
Escúchalo en el minuto 36:52
Donde de verdad hace dano la concordancia amplia: en quien no sabe que la tiene
Canales de adquisiciónSu diagnostico de donde se produce el estropicio real, y no es en quien escucha podcasts del sector: son los duenos de negocio pequeno que no saben lo que no saben. La concordancia amplia es el valor por defecto, y si ademas aceptan las recomendaciones automaticas todo se convierte a amplia sin que se enteren. El resultado es gente gastando veinte al dia sin ver resultados y sin entender por que.
sufficient data. It can absolutely work. I think where a lot of people go wrong and miss is probably the people who aren't listening to a podcast like this. It's like the small business owners who don't know what they don't know. Broad match is the default, or if they opt into auto apply recommendations, everything will be switched to broad match and they're spending their, you know, $20 a day and not seeing good results and don't know why. So that's where a broad match can really go wrong.
Escúchalo en el minuto 28:25
Canales de adquisiciónEntre las cosas que el paquete nuevo si hace y que no se podian hacer con concordancia amplia, anuncios dinamicos ni la campana automatizada, destaca una ademas del informe de terminos: no segmentacion geografica por grupo de anuncios, sino intencion de ubicacion por grupo de anuncios. El ejemplo concreto: puedes seguir apuntando a todo el pais con anuncios de hoteles y tener un grupo cuyo foco sea una ciudad…
outcome. I will say there are like a few cool things that AI Max does that broad match DSAP Max don't. Search term reporting I mentioned earlier. There's also this feature coming with AI Max where you'll be able to do not ad group level location targeting, but ad group level location intent. So for example, you could be targeting the whole United States with hotel ads, but have one ad group where you want the focus to be on like Los Angeles hotels. Instead of having to adjust all your keywords to say, you know, Los Angeles hotels, we're going to stay in Los Angeles, Los Angeles Airbnbs. You…
Escúchalo en el minuto 21:33
Canales de adquisiciónAclaracion de los bulos que circularon. El producto se llamaba Search Max mientras estuvo en beta cerrada y cambio mucho durante esos anos; ahora sale en beta abierta con el nombre nuevo. No es un tipo de campana nuevo ni un tipo de concordancia nuevo: es un paquete de funciones que se activa o se desactiva dentro de las campanas de busqueda que ya tienes. Sustituye en la interfaz al ajuste de concordancia amplia…
Absolutely. So the product we now know as AI Max was called Search Max when it was in closed beta. And a couple months before AI Max was announced, there were a lot of rumors going around about what Search Max was. And people were posting about Search Max and getting a ton of attention for it. And then people were using ChatGPT to write posts about Search Max. It was just blatantly made up stuff. And it really frustrated me as someone who likes to share facts online, because at that point, unless you were in the closed beta and under NDA, you didn't know what Search Max was. And yet everyone…
Escúchalo en el minuto 5:09
Las palabras clave ya murieron hace anos: esto es la segunda fase
Canales de adquisiciónSu correccion al relato del futuro sin palabras clave: la primera fase ya ocurrio cuando cambiaron las definiciones de los tipos de concordancia, hasta el punto de que la concordancia exacta de hoy significa lo que significaba la amplia en 2020. Ya no se puede dar una palabra clave y decir que solo se quiere aparecer ante esa busqueda; esa capacidad no existe desde hace anos. Lo que si le llama la atencion es el…
traditional keyword control to more AI driven query matching. I actually see this as the second phase of, you know, the keywords are dead future. Because the first phase was when the definitions of the match types all changed. You know, exact match today means what broad match meant in 2020. And so in a way, keywords have already died in the way that we knew them. You can't just give Google a keyword and say, I only want to show ads and people search for this. That capability just does not exist and hasn't existed now for years. So that was kind of phase one, loosening all the match types up…
Escúchalo en el minuto 11:19
La casa siempre gana, y eso no es motivo para jugar en contra
Canales de adquisiciónSu marco para interpretar cada cambio de la plataforma publicitaria: es una empresa enorme que gana dinero, como un casino donde la banca siempre gana, pero no es un juego de suma cero y tu tambien puedes ganar. Por eso rechaza el estilo de contenido dominante en el sector, el del truco que la plataforma no quiere que sepas o el no te fies, solo te roban el dinero, que ademas no ayuda a que la gente se sienta bien…
Before I post anything online, whether it's a LinkedIn post or a YouTube video, I always ask myself, what is the unique value I have to offer to the audience here? Because if I'm not going to share something unique or helpful or interesting, what's the point in adding more noise to the cacophony that's all around us? And so this is something I've been thinking about a lot recently campaigns, because that's what we will all want. And so something I've noticed is that the way a lot of people in the space communicate is, you know, here's this hack that Google doesn't want you to know, or like…
Escúchalo en el minuto 2:31
Canales de adquisiciónContra la queja automatica de que cada novedad es una caja negra que quita control, senala el patron contrario en las ultimas entregas: en las campanas de generacion de demanda ya hay informe de rendimiento por canal y capacidad de cambiarlo, y en las campanas automatizadas de shopping ha llegado el informe de terminos de busqueda y la posibilidad de anadir negativas. Con el nuevo paquete pasa lo mismo por dos vias…
Well, it's true that with many feature releases over the last couple of years, Google has given us less control, less transparency than we're used to. The theme that I've observed in 2025 from Google is that they're actually giving us more transparency and more control than we've seen before. For example, in demand gen campaigns, you now get channel performance reporting and the ability to change it. In performance maps campaigns, we're getting a search terms report and the ability to add negative keywords. And so with AI Max for Search campaigns, this is actually giving control because it's…
Escúchalo en el minuto 7:58
Tres formas de entender que es AI Max, incluida la que usan en Google
Canales de adquisiciónAcepta el encuadre de que es concordancia amplia y anuncios dinamicos combinados, pero mas listo, con un matiz tecnico importante: con anuncios dinamicos no puedes usar anuncios de busqueda adaptables, mientras que la concordancia amplia, que tambien se siente como segmentacion sin palabras clave aunque conserve la keyword, si es compatible con ellos. Su propia analogia, desde la segmentacion de audiencias, es que…
people are interested in for sure. On LinkedIn, I think it was Fred from Optimizer. He described AI Max as combining broad match and DSA, but smarter as a kind of way to simplify what we're talking about. Do you agree with that framing? And is Fred along the right lines there? I do agree with that framing. It's keywordless targeting, which is a phrase Google has never used until now, keywordless targeting, which DSA is dynamic search ads. But the key difference there, of course, is that as of right now, if you're using dynamic search ads, then you can't use RSAs with it. You're using that…
Escúchalo en el minuto 9:05
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