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ALL of your Google Ads questions answered! [Inside Google Ads Episode 53]
27 ideas de marketing sacadas de «ALL of your Google Ads questions answered! [Inside Google Ads Episode 53]», de Jyll Saskin Gales | Google Ads Coach…
- 27 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 31 min
- Publicada en 2025
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Ajustes de optimización cuando una campaña está limitada por presupuesto
Canales de adquisiciónSi una campaña en Google Ads está limitada por presupuesto y no es viable incrementarlo, se debe restringir el alcance para adecuar la demanda al gasto: reducir ubicaciones geográficas, concentrar grupos de anuncios y palabras clave, utilizar concordancia exacta en lugar de amplia, excluir o acotar audiencias, y elevar el objetivo de ROAS o reducir el de CPA.
budget? Either increase the budget or lots of other choices there, you need to decrease the targeting so that your budget matches the opportunity. That means targeting fewer locations or a smaller location, targeting fewer ad groups or fewer keywords, using a more restrictive match type like exact instead of broad, adding audiences on targeting to lower your reach or excluding certain audiences, and then last but not least, adjusting your bidding targets. So, if you're using target CPA or target ROAS, by increasing your ROAS target or decreasing your CPA target, that will
Escúchalo en el minuto 4:25
Canales de adquisiciónEn campañas de generación de leads, evita la red de Display para reducir el tráfico fraudulento e implementa el seguimiento de conversiones offline para notificar a Google qué registros fueron spam, permitiendo que los algoritmos de Smart Bidding se optimicen excluyendo esos perfiles.
Don't advertise on display if you're lead gen, a lot of garbage comes from there, and make sure you use offline conversion tracking so that if you do get spam leads, you can send the feedback to Google Ads that those shouldn't count as conversions, and then your smart bidding can optimize and figure that out going forward.
Escúchalo en el minuto 4:03
Medición y experimentosLa cuota de impresiones (Impression Share) debe utilizarse como métrica diagnóstica: perder cuota por presupuesto indica falta de fondos, mientras que perderla por ranking exige optimizar pujas y Quality Score. Un valor inferior al 10% a nivel de campaña revela un presupuesto insuficiente para el alcance configurado.
Yes. Impression share itself is not a metric to optimize for, but impression share is probably my favorite underrated metric because it really helps you figure out where to problem solve in your campaign. If you're losing a lot of search impression share due to budget, obvious, you can increase your budget. If you're losing a lot of impression share due to rank, then you know you need to look at your bidding and quality score, and that'll lead you down a path of finding ways to increase your impressions, get more clicks without having to increase your costs. So, I do think impression share…
Escúchalo en el minuto 11:05
Configuración de ubicación para evitar impresiones fuera del área objetivo
Canales de adquisiciónPara impedir que los anuncios se muestren a usuarios fuera del territorio seleccionado, se debe cambiar la configuración de ubicación geográfica predeterminada de 'presencia o interés' a 'presencia únicamente'.
location? This is likely because you Because your location settings are set to presence or interest rather than just presence, or your Google Ads are only
Escúchalo en el minuto 2:10
Mecánica del presupuesto diario y límite mensual en Google Ads
Canales de adquisiciónEl presupuesto de Google Ads es un promedio diario que puede gastar hasta 2 veces su valor en un día específico, pero el gasto mensual está estrictamente topado a 30.4 veces el presupuesto diario.
In most campaign types, when you set a budget in Google Ads, you are setting an average daily budget. And what Google then does is multiply that by 30.4, and that becomes your monthly spending limit. So, you will not spend more than your monthly spending limit, but on any given day, your campaign could spend up to two times your daily budget. If it spends more than that, or if it goes over your monthly spending limit, you will not be billed. So, you will not have to pay for more than your budget.
Escúchalo en el minuto 9:09
Estructura simplificada para campañas de Google Ads con bajo presupuesto
Canales de adquisiciónPara operar con bajo presupuesto en Google Ads se recomienda concentrar los recursos en una sola campaña de búsqueda con 3 a 5 palabras clave en concordancia exacta, un anuncio responsivo (6-7 títulos y 2-3 descripciones), todos los assets disponibles y la estrategia de puja Maximizar conversiones.
but if you're running Google Ads with a low budget, you need conversion tracking in place. You should probably just have one search campaign with three to five exact match keywords, one responsive search ad in one ad group with six or seven headlines and two to three descriptions, use all assets available to you, uh maximize conversions bidding, and make sure you have a really well-optimized website cuz that's the thing that's going to impact your success so much more than the Google Ads themselves.
Escúchalo en el minuto 13:52
Elegir entre concordancia exacta o amplia y evitar frase en Google Ads
Canales de adquisiciónEn la segmentación por palabras clave de Google Ads es preferible usar concordancia exacta o amplia antes que concordancia de frase, ya que la evolución de las variantes cercanas (close variants) ha hecho que la concordancia de frase positiva pierda utilidad; no obstante, la concordancia de frase sigue siendo recomendable para palabras clave negativas.
Which is better, phrase or exact match keywords? Exact. Exact match is better. Because of the way close variants work now, phrase is just, uh, I find it to be pretty useless. Either go exact or go broad. Pick a side and go there. However, in the negative, I still do like negative phrase match keywords. Thank you so much
Escúchalo en el minuto 30:24
Medición y experimentosUn ROAS más alto reduce el alcance publicitario. Aceptar deliberadamente un ROAS menor pero que siga siendo rentable permite aumentar el volumen de adquisición y escalar el negocio.
this episode, 3 to 4x as a general guideline good ROAS goal. Remember, higher ROAS doesn't always mean better because the more profitable your ads are, the lower your reach is. So, intentionally accepting a lower ROAS that's still profitable for you could be the unlock to help your business scale.
Escúchalo en el minuto 10:02
Protección de marca y control de SERP mediante campañas de búsqueda
Canales de adquisiciónEjecutar campañas de búsqueda de marca permite controlar la apariencia del resultado en las SERP frente a paneles de IA y widgets, además de encarecer significativamente el CPC para competidores que intenten pujar por tu nombre.
Do I need to run a brand campaign in Google Ads? You don't need to, but for most businesses, it's probably a good idea. Because of how crazy the SERPs are now with the AI overviews and knowledge panels and all these kinds of things, a brand search campaign is really the only way you can absolutely control what that result looks like. Also, it's a way to keep your competitors off of your brand because the fact of you being there in the auction makes their CPCs really expensive, perhaps prohibitively so, and your CPCs will be so cheap on your brand that like why not? So, for the most part, you…
Escúchalo en el minuto 10:24
Uso de microconversiones para habilitar Smart Bidding en cuentas de bajo volumen
Canales de adquisiciónSi una campaña de Google Ads genera menos de 30 conversiones en un periodo de 30 días (y especialmente menos de 15), es recomendable configurar microconversiones para proporcionar suficiente volumen de datos y permitir que los algoritmos de puja inteligente funcionen y escalen adecuadamente.
micro conversions. Should you use micro conversions in Google Ads? Yes, if your campaign is not getting at least 30 conversions in 30 days, and especially if you're not even getting 15 conversions in 30 days, because without those in place, it's going to be hard to use smart bidding. And without using smart bidding, it's going to be very difficult to drive consistent, scalable Google Ads results.
Escúchalo en el minuto 20:55
Condiciones necesarias antes de activar campañas Performance Max
Canales de adquisiciónPara operar campañas Performance Max con éxito se requiere un presupuesto mínimo de 50 dólares diarios, un sistema riguroso de seguimiento de conversiones (e-commerce o conversiones offline para lead gen), un inventario completo de creatividades en texto, imagen y video con capacidad de iteración continua, y el uso de Smart Bidding.
Performance Max campaigns? Yes, if you're spending at least $50 a day in that campaign, you have proper conversion tracking either cuz you're an e-commerce business or you have offline conversion tracking for lead gen, and you have really excellent creative, text, image, and video assets, and you're prepared to keep iterating on those. Uh and you can only use smart bidding with Performance Max, so that's a given. If you do not have those things in place, then you probably should not run Performance Max campaigns yet. Though I
Escúchalo en el minuto 3:13
Estrategia de concordancia de palabras clave según la escala del negocio
Canales de adquisiciónLos negocios pequeños deben priorizar la concordancia exacta para controlar la relevancia y el gasto, mientras que las grandes empresas pueden usar concordancia amplia; la concordancia de frase es prescindible.
Episode 14, May 2nd, 2024, which keyword match type is best in Google Ads? For small businesses, exact match. For large businesses, broad match. In between, you're going to have to test. I usually prefer to start with exact match and expand from there, and I rarely use phrase match anymore. It's sort of like the good-for-nothing in between, just go to one extreme or the other. But, that
Escúchalo en el minuto 8:27
Frecuencia de auditoría y reemplazo de creatividades según formato publicitario
Canales de adquisiciónEn Google Ads, los anuncios de texto en búsqueda deben auditarse cada 3 meses, mientras que los formatos visuales (Display, Demand Gen, YouTube) deben revisarse cada 2 a 4 semanas para renovar creatividades cuando la frecuencia se eleva y el rendimiento cae.
should you update your Google Ads? For search ads, I recommend doing a full audit of all your live ads once every 3 months or so just to see if anything needs to be updated. With more visual ads, display, demand gen, YouTube, I recommend reviewing them every 2 to 4 weeks, you know, depending on your budget and things like that. The larger your budget, the more frequently you should be reviewing them. Uh and if your frequency gets too high for those kind of ad formats, you'll probably want to update your creative unless of course it's still performing well. Performance should ultimately be…
Escúchalo en el minuto 11:55
Medición y experimentosUn ROAS más alto reduce el alcance publicitario. Aceptar deliberadamente un ROAS menor pero que siga siendo rentable permite aumentar el volumen de adquisición y escalar el negocio.
this episode, 3 to 4x as a general guideline good ROAS goal. Remember, higher ROAS doesn't always mean better because the more profitable your ads are, the lower your reach is. So, intentionally accepting a lower ROAS that's still profitable for you could be the unlock to help your business scale.
Escúchalo en el minuto 10:02
Prioridad de implementación técnica para el seguimiento de conversiones
Medición y experimentosGoogle Tag Manager es la opción preferente y más precisa frente a Google Analytics 4 para el seguimiento de conversiones y remarketing en Google Ads; no obstante, implementar GA4 es imprescindible si la alternativa es no tener ninguna medición activa.
Objectively, Tag Manager is better. It's more accurate. It's going to be better for remarketing as well, lots of reasons. However, however, if your choices are Google Analytics 4 or nothing, do Google Analytics 4. It's the without conversion tracking. So, GTM is better than GA4, but GA4 is 100 times better than nothing. Episode five,
Escúchalo en el minuto 2:46
Sube listas de Customer Match a Google Ads para alimentar los algoritmos de puja
Canales de adquisiciónIncluso si una lista de clientes no cumple el umbral mínimo para ser utilizada en segmentación directa, debe subirse a Google Ads para que su información entrene y afine los algoritmos de Smart Bidding.
you use customer match in Google Ads? Yes. And as I shared in this episode, even if you don't meet the minimum requirements to use it for targeting, Uh, you should still upload that customer list into Google Ads because the data on there is going to inform things like your bidding algorithms.
Escúchalo en el minuto 28:36
Umbrales de conversiones requeridos para migrar a tCPA y tROAS
Medición y experimentosPara migrar de Maximizar conversiones a CPA objetivo se deben registrar al menos 30 conversiones en 30 días con un CPA estabilizado; para pasar a ROAS objetivo se necesitan de 30 a 50 conversiones en 30 días.
I recommend changing from maximize conversions to target CPA when you're getting at least 30 conversions in 30 days and your CPA has stabilized because then switching will help you scale. Same if you're a maximized conversion value, then you're going to want about 30 to 50 conversions in 30 days to be able to switch onto target ROAS bidding. If
Escúchalo en el minuto 17:14
Comienza las campañas de Shopping con Maximizar Clics antes de migrar a ROAS Objetivo
Canales de adquisiciónAl lanzar una nueva campaña de Google Shopping, es aconsejable comenzar con Maximizar Clics (o CPC manual) para acumular tracción y transicionar a ROAS Objetivo lo antes posible, recurriendo a microconversiones si es necesario.
bidding with shopping campaigns? When I first launch a shopping campaign, I usually choose max clicks. You can use manual CPC, cuz after that, your only option is target ROAS. It's like Uh so, maximize clicks is not a smart bidding strategy. It is an automated bidding strategy. I will usually start there. Uh I try to get on to target ROAS as quickly as possible using micro conversions if we need to.
Escúchalo en el minuto 26:42
Medición y experimentosUn CTR desproporcionadamente alto (por ejemplo, un 25% en campañas de búsqueda no de marca o un 5% en Display) suele ser indicio de tráfico fraudulento, clics accidentales o canibalización de términos de marca, por lo que debe auditarse críticamente en lugar de celebrarse.
if it's a non-brand search campaign that has a 25% click-through rate, brand is sneaking in or there's something else weird going on, like weird search partners traffic. Okay, your click-through rate is is just not only one. But if you have a display campaign that has like a 5% CTR, like that's spam. I have never seen in the more than 10,000 Google Ads accounts I've seen over my career a display campaign that has that high a CTR and is actually driving good business results. metrics. But if a metric looks too good to be true, don't just pat yourself on the back and be done. Question it.
Escúchalo en el minuto 20:05
Mantén entre 5 y 15 palabras clave por grupo de anuncios con un solo tipo de concordancia
Canales de adquisiciónComo regla general en Google Ads, se recomienda estructurar cada grupo de anuncios con entre 5 y 15 palabras clave, sin duplicar la misma palabra clave en múltiples tipos de concordancia.
Episode 45, December 5th, 2024. How many keywords should I put in an ad group in Google Ads? 5 to 15. Three isn't bad, 16 isn't bad, but general rule of thumb, 5 to 15 keywords in an ad group. Uh Only one match type. Like, don't duplicate the same keyword into multiple match types.
Escúchalo en el minuto 25:58
Ventajas exclusivas y colocaciones de las campañas Demand Gen
Canales de adquisiciónLas campañas de Demand Gen se emiten exclusivamente en propiedades de Google (YouTube, Discover y Gmail), ofrecen mayor calidad de tráfico que Display y son el único formato en Google Ads que permite crear segmentos de audiencias similares (lookalikes).
2024, what is Demand Gen in Google Ads? Demand Gen is the newest campaign type, really, really helpful campaign type that everyone should test if you can afford to. It is image and video-based ads, click-or-conversion-focused, audience targeting only, and it runs on Google-owned properties, which means Discover, YouTube, and Gmail. It's like Display. It has a bit less capabilities, but the traffic quality tends to be much, higher. And Demand Gen is the only place you can use look-alike segments in Google Ads. So, definitely
Escúchalo en el minuto 16:07
Uso de segmentos personalizados por términos de búsqueda sin redes de partners
Canales de adquisiciónPara optimizar segmentos personalizados en Demand Gen y YouTube, créalos basados en términos de búsqueda en lugar de intereses y desactiva las redes de partners para centrar el impacto en propiedades de Google.
9, March 28th, 2024. How do you use custom segments in Google Ads? So many ways to use them, but my favorite way is to build a custom segment based on search terms. The default when you create one is based on interest or purchase intention, so you want to change that to search terms, enter to search terms there, and then only use this in Demand Gen with partners turned off or in a video campaign that only runs on YouTube with video partners turned off. And that way, it will work as intended on Google-owned properties.
Escúchalo en el minuto 5:29
La métrica Ad Strength no se correlaciona con el rendimiento real de la campaña
Medición y experimentosObtener una mejor calificación en 'Ad Strength' no causa ni se correlaciona con mejores resultados comerciales en Google Ads, sirviendo únicamente como una lista de verificación de buenas prácticas creativas.
2024. Will better ad strength get me better results? No. Ad strength is not a cause or even correlated with better performance. However, some of the things you do to get better ad strength could help you get better results. For and descriptions. So, ad strength is a helpful tool to just, you know, get some best practices in place, but no, a better ad strength does not mean better results.
Escúchalo en el minuto 7:12
Performance Max requiere conversiones offline para funcionar en generación de leads
Canales de adquisiciónPerformance Max suele fallar en campañas de generación de leads a menos que se configure el seguimiento de conversiones offline para devolver a Google datos sobre cuáles prospectos son realmente calificados y valiosos.
October 10th, 2024, does Performance Max work for lead gen? Simple answer, no. Nuanced answer, it usually doesn't work because you don't have offline conversion tracking. So, if you have proper offline conversion tracking in place, which means you are sent you're collecting data and then sending it back to Google over which leads are actually valuable and which are not, then yes, Performance Max can absolutely work for lead gen. But without that, and so many businesses don't have that large, small, everything in between, no, Performance Max is unlikely to work for you.
Escúchalo en el minuto 19:08
Medición y experimentosUn retorno de la inversión publicitaria (ROAS) considerado bueno como referencia general en Google Ads se sitúa entre 3x y 4x (300% a 400%), variando según los márgenes de cada negocio.
Episode 18, May 30th, 2024, what is a good ROAS in Google Ads? 3 to 4x, 300 to 400%. Again, I'm going to say really dependent on your business, but because we are
Escúchalo en el minuto 9:47
Canales de adquisiciónEstrategias de puja automatizada como 'Maximizar conversiones' pueden incrementar el CPC promedio frente a pujas manuales, pero esto responde a que el algoritmo paga más por subastas de usuarios con mayor probabilidad de convertir, generando un rendimiento global superior.
maximize conversions bidding inflate my CPCs? Possibly, but if so, that's the point. I beat this drum a few times in this episode, but higher CPCs are not a bad thing. Maximize conversions will consistently outperform manual bidding. most people, maximize conversions will deliver more consistent, better results, even if it means higher CPCs, cuz that likely means higher quality, higher converting traffic. Episode 43, November
Escúchalo en el minuto 23:48
Evalúa el consejo de los representantes de Google Ads sabiendo que son comerciales
Canales de adquisiciónLos representantes de soporte asignados por Google Ads tienen objetivos de ventas más que de soporte técnico imparcial, por lo que sus recomendaciones deben filtrarse siempre con cautela estratégica.
The answer is they can be, but remember that their job is a salesperson, not a support person. So, act accordingly with that sales-driven advice.
Escúchalo en el minuto 27:23
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