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Are Google reps helpful? [Inside Google Ads Episode 48]
18 ideas de marketing sacadas de «Are Google reps helpful? [Inside Google Ads Episode 48]», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de canales…
- 18 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 36 min
- Publicada en 2024
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Descartar recomendaciones en Google Ads mejora el nivel de optimización igual que aplicarlas
Canales de adquisiciónEl porcentaje del nivel de optimización (Optimization Score) en Google Ads sube exactamente lo mismo si se descarta una recomendación que si se acepta. No es necesario implementar cambios no deseados (como pasar palabras clave a concordancia amplia) para mantener la puntuación alta.
recommendations are all based around this idea of optimization score, which trips a lot of people up. Uh, so the more that you review your recommendations, the higher your optimization score will be. So you may get a recommendation that says, "Upgrade all of your keywords to broad match." I'll put upgrade in quotation marks there. It's worth 10%. Whether you accept or reject that will give you the same 10% uplift. You don't need to accept them. And so I think that's a better way to think about it. can just dismiss them. And I think
Escúchalo en el minuto 15:10
Filtrado de recomendaciones en Google Ads según el código de color
Canales de adquisiciónSolo se deben atender de forma obligatoria las recomendaciones de Google Ads que aparezcan en color rojo (alertas críticas como fallos en el tracking de conversiones); las notificaciones en amarillo o azul son sugerencias opcionales que a menudo no conviene aplicar.
there's always a color associated with them. The recommendation is in red, yellow, or blue. So if the recommendation's in red, that means you've got a real problem. Like your conversion tracking tracking is broken. It will not work. But if your recommendation is in yellow or in blue, it is just a suggestion. You do not have to do what it says. Um, and you should move forward with whatever you think is best for your business. So keep that
Escúchalo en el minuto 28:12
Evaluación de recomendaciones de Google Ads frente a objetivos reales de negocio
Canales de adquisiciónPara evitar aplicar cambios automáticos o incrementos de presupuesto perjudiciales sugeridos por Google Ads, se deben plantear metas concretas de CPA o ROAS y comprobar si el asesor ajusta su propuesta; si insiste en recomendaciones genéricas sin considerar el contexto, es preferible desestimarlas.
they can send you an agenda of you know plan recommendations and see if they're going to do that. Of course, the recommendations will be very generic at context about your business, but you can see are they suggesting auto applied recommendations, increasing your budget, adding performance max and broad match lot of information about your business. Tell them what you want to achieve. Is there a CPA or rorowaz goal? Is there a new format you want to test? What hasn't worked before? And see how they respond to that information. if they adapt what they're saying based on the business context…
Escúchalo en el minuto 8:47
Canales de adquisiciónLa concordancia de frase ('phrase match') ha perdido relevancia al operar de forma similar a la concordancia amplia pero con menos señales contextuales; por ello, en cuentas y campañas nuevas es preferible prescindir de ella y utilizar exclusivamente concordancia exacta ('exact match') o amplia ('broad match').
agree with you on the on the phrase match. I am now dubbing phrase match a poor man's broad match. Uh just because not. So, I'm only using either um broad match or exact match. They're the only two keyword phrases I use. I my gut actually operates the same as broad match with less um signals. So, yeah. that's more for new people coming in and
Escúchalo en el minuto 30:59
Precaución con los consejos de los representantes comerciales subcontratados de Google Ads
Canales de adquisiciónLa mayoría de los representantes que contactan proactivamente a cuentas pequeñas o nuevas de Google Ads son contratistas externos del equipo de ventas, no soporte técnico ni empleados directos. Al seguir guiones genéricos orientados a aumentar el gasto (como activar concordancia amplia por defecto) y carecer de experiencia real gestionando cuentas, sus recomendaciones pueden empeorar drásticamente el rendimiento de…
you soon find out, this may or may not actually be a Google employee. They may or may not know what they're talking about, and chances are that conversation will not be helpful for you, your Google recommendations that are given lead to performance which actually makes the account to get worse than what it was absolutely decimated. Um, so why that happens? No malicious intent. Most of those people who call you, they are not Google employees. They are thirdparty contractors. They have maybe a few weeks of training at best. Most have never opened Google Ads account before. And so they're just…
Escúchalo en el minuto 0:11
Filtrado de representantes de Google Ads según su vinculación laboral y división
Canales de adquisiciónAntes de adoptar recomendaciones de un asesor de Google Ads, conviene comprobar en su firma de correo y perfil de LinkedIn si es empleado directo o contratista externo, además de identificar si pertenece a grandes cuentas (LCS) o a soporte masivo (GCS), para conocer de antemano su nivel de experiencia y tiempo de dedicación.
First thing I'd recommend you do if you to look at the email signature because it will for the most part stay there whether or not they actually work at Google or if they're contracted to Google by someone. So, just because they have an atgoogle.com email address, it doesn't mean they work at Google. And generally, someone who is a Google employee will be able to offer you better advice and support than someone who is contracted, though that's not Google, it's helpful to look up your Google rep on LinkedIn uh because you see if they are, for example, part of large customer sales, which is the…
Escúchalo en el minuto 5:25
Gestionar Smart Bidding fijando objetivos y límites en vez de microgestionar
Canales de adquisiciónCon los algoritmos modernos de Smart Bidding en Google Ads, el rol del especialista cambia de dar instrucciones paso a paso (como el CPC manual) a definir objetivos finales medibles y realistas (por ejemplo, un ROAS objetivo) junto con límites claros dentro de los cuales la IA tiene libertad para operar y optimizar.
but when used correctly, I just smart bidding does exactly what you tell Google to do. And I say that because, is to put in those really hard barriers so that they can't do it. So I think Google back guidelines of this is where I want you to operate but it's broader tell it how to do it. You need to tell it the end goal. So, in a way, you manager because you're not saying follow step. You're saying my end goal is a five rorowaz. You figure out how to get must set realistic expectations for the
Escúchalo en el minuto 30:17
Condicionar los compromisos de presupuesto con equipos de soporte de Google Ads a hitos intermedios de rendimiento
Canales de adquisiciónAl colaborar con programas de soporte avanzado de Google (como el Accelerated Growth Team), se debe negociar el plan de medios propuesto y condicionar la liberación de nuevos tramos de presupuesto a la consecución de resultados específicos en periodos iniciales de prueba (por ejemplo, a las seis semanas).
one thing we've done with AGT teams before, too, is let them know that, especially if I've been the being the the manager in between, like working between the client and the AGT is said, look, they're happy to do that, but they need these results after the first six weeks before they get the next budget thing. And and we never had a problem with getting that through the AGT team. don't don't feel like you don't have any control in the situation. like you can actually set some some bars and some standards that you want to achieve. It's a partnership like any partnership,
Escúchalo en el minuto 13:02
Desactivar la aplicación automática de recomendaciones en Google Ads
Canales de adquisiciónEs recomendable desactivar la aplicación automática de recomendaciones en Google Ads y utilizarlas únicamente como sugerencias de revisión manual, ya que suelen estar diseñadas para anunciantes de gran escala y pueden desestabilizar cuentas pequeñas con aumentos drásticos de presupuesto.
recommendations that they give actually of you know taking a budget from $50 to $400 in a day like things like that. them. Um, those recommendations were designed with large advertisers in mind, not with small advertisers in mind. But just decimates accounts overnight if I'm a big believer in turning them off. you go, does this make sense to me? Do I want to do this? And if you don't want Yeah, I agree with that advice. You always want to turn autoplay
Escúchalo en el minuto 20:31
Desactivar las recomendaciones automáticas de pujas y presupuestos en Google Ads
Canales de adquisiciónSe deben desactivar las recomendaciones autoaplicadas en Google Ads vinculadas a pujas y presupuestos, ya que representan un alto riesgo financiero al modificar el gasto y los objetivos de rentabilidad sin validación humana previa.
recommendations that I find the most dangerous and um I as a rule I don't apply them. I also strongly recommending that when it comes into auto automated um auto applied recommendations that they're the main ones that you turn off anything to do with bidding and and get rid of and because I did actually
Escúchalo en el minuto 19:45
Canales de adquisiciónPedir un análisis de mercado o de la competencia antes de reunirse con un representante de Google Ads sirve como filtro rápido de calidad: si están dispuestos a dedicar unos minutos a generar estos informes internos automatizados, es más probable que brinden un soporte personalizado.
approach Google reps reached out is to ask for a competitor analysis report, ask for some general just market insight information. And that way, the reason why I found that beneficial is it really lets you know that so the rep that I'm talking through to, are they prepared to actually give me some extra insight and reports or are they just looking to tick some boxes and give recommendations? And if they're not prepared to do that, I information here. It's very little work for a Googler to do that. There are internal tools already built out. So, all they need to do is like tap a button for the…
Escúchalo en el minuto 7:23
Exigir casos de estudio con resultados antes de aplicar recomendaciones de representantes de Google Ads
Canales de adquisiciónAntes de adoptar sugerencias estratégicas de los representantes de Google Ads, se debe exigir casos de estudio y ejemplos de cuentas similares con resultados verificables, manteniendo cautela si no los proporcionan, dado que los representantes están sujetos a métricas internas de adopción de productos y cuotas de contacto.
another thing that I always say is too can you show me examples of other accounts where you've done this and what the results are. So ask for case studies and once again if they can't they can't replace if they can't give you that information or they're not unwilling to give you that information yeah it's probably you want to just treat it with have metrics they need to hit. They need to talk to their clients a certain number of times. They need to get a certain percentage of their portfolio opting into whatever the producture is. And so if I can help them with that because their objectives…
Escúchalo en el minuto 10:02
Rendimientos decrecientes del Quality Score por encima de 5 o 6 en Google Ads
Canales de adquisiciónUna vez que el Quality Score de una palabra clave supera los 5 o 6 puntos sobre 10, maximizar el CTR relativo y esperado genera un impacto mucho mayor en el Ad Rank que intentar elevar el Quality Score a 8 o 9.
score but then I would say once keyword quality score gets above a five your clickthrough ratio is far more important than your quality score. of 10 but I had a click-through ratio of 15% and you had a clickthrough ratio of 7% my ad would win would get a higher ad is diminishing returns above a five or six out of 10. So like getting a keyword quality score from three to five is going to have much more impact than getting it from a six to an eight or a
Escúchalo en el minuto 25:21
Medición y experimentosEl nivel de optimización (Optimization Score) de Google Ads no mejora el rendimiento de forma directa, pero el hábito regular de auditar las recomendaciones (aceptándolas o descartándolas) correlaciona positivamente con el cumplimiento de objetivos de ROAS y CPA.
Optimizer recently did a study and they looked at optimization score and like does it actually impact results and what they found was that the score itself doesn't but like the fact of reviewing them matters that people who have a higher score tend to actually have better Google ads results meaning they're meeting the rorowise or CPA targets but it didn't matter if they accepted or rejected and I think that's just the act of doing that of checking in your account, looking for and considering new opportunities uh was actually correlated with better performance. So, go figure. Yeah. And I
Escúchalo en el minuto 22:46
Medición y experimentosEl nivel de optimización (Optimization Score) de Google Ads no mejora el rendimiento de forma directa, pero el hábito regular de auditar las recomendaciones (aceptándolas o descartándolas) correlaciona positivamente con el cumplimiento de objetivos de ROAS y CPA.
Optimizer recently did a study and they looked at optimization score and like does it actually impact results and what they found was that the score itself doesn't but like the fact of reviewing them matters that people who have a higher score tend to actually have better Google ads results meaning they're meeting the rorowise or CPA targets but it didn't matter if they accepted or rejected and I think that's just the act of doing that of checking in your account, looking for and considering new opportunities uh was actually correlated with better performance. So, go figure. Yeah. And I
Escúchalo en el minuto 22:46
Canales de adquisiciónCon el avance de la automatización en Google Ads, la recomendación de usar concordancia de frase por defecto queda obsoleta: se debe arrancar con concordancia exacta en presupuestos pequeños y con concordancia amplia en presupuestos grandes.
experimenting a lot with is um match types. I used to always recommend phrase match keywords as a starting point uh kind of your goldilock solution. Whereas now I think phrase match is becoming more and more relevant. So it's really small budget, start exact, large budget, start broad. uh that's how I'm starting to approach the keyword side of things.
Escúchalo en el minuto 29:17
El CTR y la conversión real prevalecen sobre el indicador Ad Strength
Canales de adquisiciónLa métrica Ad Strength únicamente mide si un anuncio sigue las directrices y mejores prácticas automatizadas de Google, no su rendimiento comercial; un anuncio con calificación baja o promedio superará a uno excelente si genera mejor tasa de clics (CTR) y de conversión.
I then know I've found that if you've got an ad that is average or bad because you've pinned in an pinned in a headline or done something that Google doesn't like, but if the click-through ratio and the conversion rates are better, um it actually outranks the u the ad campaigns that outranks everything because in the algorithm that Google wants to get paid. So if you got a high clickthrough ratio it's better than any get in there. Absolutely. I'll say ad strength is just letting you know if you meet Google's best practices not related to performance quality score you know
Escúchalo en el minuto 23:57
Umbral de inversión mensual para el Accelerated Growth Team de Google Ads en Australia
Canales de adquisiciónEl acceso al programa Accelerated Growth Team (AGT) de Google Ads exige una inversión publicitaria mínima de 100.000 dólares al mes en mercados como Australia.
around countries. I know in Australia, you've got to be spending at least $100,000 a month to to get into it. fairly sure different countries have
Escúchalo en el minuto 11:37
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