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Audience Targeting for Google Ads
21 ideas de marketing sacadas de «Audience Targeting for Google Ads», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de canales de…
- 21 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 31 min
- Publicada en 2025
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Mensaje y copywritingEn los anuncios de YouTube Shorts, los formatos tipo testimonial natural (como fragmentos de llamadas de Zoom o grabaciones espontáneas) superan sistemáticamente a los anuncios con producción tradicional o aspecto publicitario evidente.
especially if you go for something in the Shorts Network, like we're really seeing the best format is user testimonials. and sometimes in the Shorts, like what I call Addy ads, just flop. And it's more the natural testimonial. I think that my best Shorts performing ad is purely a snippet from a Zoom call So I think also as well, especially with something like the Shorts, you don't have to have super, super high quality to enter the game.
Escúchalo en el minuto 28:09
Subir listas de clientes a Google Ads para alimentar los algoritmos de puja inteligente
Canales de adquisiciónIncluso si una cuenta es nueva o su lista de clientes no alcanza el volumen mínimo para segmentación directa, subir datos de correo mensualmente sirve como señal de primera mano para entrenar a los algoritmos de Smart Bidding, Performance Max y optimización de pujas.
So even if you are a new advertiser, which means you can't even use the customer list yet, I still think it's a good idea to get into the habit of just once a month uploading your list of email addresses into Google Ads. Because even if the list isn't large enough yet to use for targeting, the mere existence of that list is going to inform things like your smart bidding algorithm, learning who to bid up or bid down for, or any performance max campaigns or optimized targeting you might be running. It'll be a signal there. So that's the first one. Start uploading that customer data, even if you…
Escúchalo en el minuto 3:55
Mensaje y copywritingEn los anuncios de YouTube Shorts, los formatos tipo testimonial natural (como fragmentos de llamadas de Zoom o grabaciones espontáneas) superan sistemáticamente a los anuncios con producción tradicional o aspecto publicitario evidente.
especially if you go for something in the Shorts Network, like we're really seeing the best format is user testimonials. and sometimes in the Shorts, like what I call Addy ads, just flop. And it's more the natural testimonial. I think that my best Shorts performing ad is purely a snippet from a Zoom call So I think also as well, especially with something like the Shorts, you don't have to have super, super high quality to enter the game.
Escúchalo en el minuto 28:09
Configurar segmentos de datos propios desde el inicio para evitar pérdida de audiencias
Canales de adquisiciónConecta e implementa listas de remarketing web, bases de clientes y segmentos de YouTube en Google Ads desde el primer día, ya que la recolección de datos no es retroactiva a largo plazo y solo acumula usuarios a partir de su activación.
I think the most important kind of audience targeting you want to set up is your data segments. you just want to start getting all these bells and whistles connected and hooked up and ready to start collecting data because at some point you're going to want to use them. And for most kinds of audience targeting, they only start collecting data. The day you set it up, or maybe they can look back 30 days, but you can't look back two years and say, So definitely set up those, your data segments so that they are available for you to use later on.
Escúchalo en el minuto 22:34
Exigir casos de estudio comparables antes de aplicar recomendaciones de representantes de Google Ads
Canales de adquisiciónAnte las sugerencias de optimización o configuración de representantes de Google Ads, solicita de dos a tres casos de estudio de marcas dentro de tu mismo nicho y con un nivel de inversión publicitaria similar antes de implementar cambios.
Those are recommendations. They are sales recommendations from a sales force. as I just say, if you get a recommendation, just politely ask, can you give me two or three case studies for a brand that's in my niche? That's spending about the same amount of money. That's made these changes. What's happened. that's just not a recommendation I'm going to implement at the moment.
Escúchalo en el minuto 20:52
Aprovechar 'Google Engaged Audience' para hacer retargeting sin configuración técnica
Canales de adquisiciónGoogle Ads genera automáticamente una audiencia ('Google Engaged Audience') basada en usuarios que interactúan con el negocio a través de canales orgánicos y de pago (búsqueda, Maps, YouTube o web), lo que permite hacer retargeting sin necesidad de instalar código, plugins, GA4 o Google Tag Manager.
There's one called a Google Engaged Audience, and this is something that's really great for small business owners, for newer accounts. Basically, it's a way that you can do something without having to set up any lists or GA4 or Google Tag Manager or any of that. Every Google Ads account automatically gets this engaged audience, and Google automatically builds it for you based on people who engage with your website through paid and organic channels. So, for example, even if you haven't been running ads at all, if you have organic YouTube content, your organic listing on Google Search, your…
Escúchalo en el minuto 1:24
Separar ubicaciones de Shorts e In-stream en grupos de anuncios distintos
Canales de adquisiciónEn campañas de Google Demand Gen y YouTube, es recomendable desglosar los grupos de anuncios según el formato (separando Shorts de anuncios in-stream), ya que cada emplazamiento exige creatividades y estilos de contenido completamente diferentes para funcionar.
But I'm also definitely too, really big on breaking those ad groups out into, so you've got a shorts placement, you've got an industry in place set out into the different ad groups, because you very much need different content there for that to win in each of those ones.
Escúchalo en el minuto 26:11
Canales de adquisiciónEn campañas automatizadas como Performance Max, o con 'Optimized Targeting' en Demand Gen y 'Audience Expansion' en Video, las listas de audiencia funcionan solo como señales orientativas y no como filtros estrictos. El algoritmo prioriza el objetivo de conversión de la estrategia de puja y mostrará anuncios a otros segmentos de usuarios si encuentra mejor rendimiento fuera de la audiencia señalada.
So true audience targeting is where you get to tell Google the kinds of people you want to show ads to. Ads to people in market for shoes, people who are luxury shoppers, people who visited your website, etc. In performance max campaigns, although you can add audiences there, that actually creates an audience signal, which means ultimately Google is going to show ads to whoever it wants. Like you can put your audiences into that audience signal. You can tell Google the kinds of people you want to target. But ultimately, that performance max campaign cares about conversions and specifically…
Escúchalo en el minuto 7:12
Canales de adquisiciónPara lograr especificidad en campañas Demand Gen ante la falta de segmentación combinada, la mejor táctica inicial es crear segmentos personalizados basados en términos de búsqueda, ya que este enfoque aprovecha el comportamiento de intención en propiedades de Google como YouTube.
So that means with your DemandGen campaign now, you have audience targeting only. You can do these lookalikes, but you can't create super specific niche audiences. So the best way to get really specific with DemandGen and what I usually recommend to people who are just getting started is to build something called a custom segment. In Google Ads, a custom segment is not remarketing. But it's how you build your own audience list based on things people have searched for, the types of websites they visit, and the types of apps they use. I often find that starting with building your own custom…
Escúchalo en el minuto 11:16
Canales de adquisiciónAl probar nuevas funciones automatizadas como AI Max en Google Ads, es aconsejable ejecutarlas en una campaña de búsqueda independiente con exclusiones negativas para descubrir nuevos términos de búsqueda sin desestabilizar ni canibalizar las campañas principales consolidadas.
Very much on the e-commerce brands is going to be great, but we're still going to put it into a separate search campaign to start with, just so I can, and effectively run like a dynamic search campaign like we used to, where you build out some negatives. So you're not, you're not undermining your current search campaign to come out and see, because we have had some really good cases where we've found new search themes that we weren't targeting before. But I'm not recommending for people to turn on AI Max in within their current search campaigns to start with at the moment.
Escúchalo en el minuto 16:47
Canales de adquisiciónConfigurar la opción de audiencias en 'Targeting' (segmentación estricta en lugar de observación) permite limitar la activación de anuncios de búsqueda únicamente a usuarios que cumplen criterios demográficos o listas de visitantes, evitando el desperdicio de presupuesto en clics no calificados.
So when you add audiences to your search campaign, you have the option to choose targeting or observation. If you choose targeting, and let's say you add an audience of people who visited your website, that means you only want to show an ad if the user's search matches your keyword targeting or your keyword list targeting, and they visited your website. So if they haven't visited your website, they don't see the ad. And so that's a really effective way to use audience targeting today. If you're in, for example, a B2B space, and you want to make sure you're reaching more of like a business…
Escúchalo en el minuto 15:20
Crear audiencias automatizadas mediante listas de clientes basadas en conversiones
Canales de adquisiciónLa función de listas de clientes basadas en conversiones en Google Ads permite crear y actualizar audiencias automáticamente a partir de las acciones de conversión registradas (como compras), vinculando el seguimiento de conversiones con la segmentación de audiencias.
And there's now something called conversion-based customer lists. And so the way that works is let's say you have a purchase conversion on your website. You're tracking every time someone makes a purchase. If you have conversion-based customer lists turned on, then Google can start actually building an audience of people who have purchased or an audience of people who have completed your various conversion actions. So it's this really nice melding of conversion actions and audience targeting. And again, a way to just build audiences off of something you already have going on in your Google…
Escúchalo en el minuto 2:41
Priorizar campañas Demand Gen frente a Display o Vídeo estándar para optimizar a clics y conversiones
Canales de adquisiciónPara formatos visuales y de vídeo orientados a conseguir conversiones, es preferible utilizar campañas Demand Gen sobre Display o Vídeo estándar, ya que acceden a tráfico de mayor calidad en propiedades de Google y permiten optimizar directamente a conversiones o clics en lugar de solo impresiones.
I will nine times out of 10 recommend a demand gen campaign versus a display campaign or a video campaign. the traffic quality you get from Google owned properties is much higher. but it's just going to have higher quality traffic from those Google owned properties than what you would find on display. you can only run video campaigns on a reach objective. like you can only optimize for impressions or views. You can't even optimize for clicks to your website, nevermind conversions. And I know most people just getting started want those clicks or conversions. So demand gen is really a great…
Escúchalo en el minuto 23:55
Segmentar por exclusión demográfica para captar usuarios no identificados a menor coste
Canales de adquisiciónEn lugar de segmentar únicamente incluyendo el público objetivo exacto, excluye la demografía opuesta; esto permite alcanzar tanto al perfil deseado como a los usuarios clasificados como desconocidos por Google, donde el alcance suele ser más económico.
It's just as important to focus on who you want to exclude. So sometimes excluding certain audiences can be a better strategy than trying to target. there are a lot of users who may be unknown. but another could just be excluding not a parent. And by excluding not a parent, you have people who are parents and people who are unknown. And in that unknown space, there can often be a lot more affordable reach just because Google doesn't have as much data about those users.
Escúchalo en el minuto 23:13
Reglas y restricciones de segmentación en campañas Demand Gen de Google Ads
Canales de adquisiciónDemand Gen es un tipo de campaña enfocado 100% en audiencias y es el único entorno en Google Ads donde operan los segmentos lookalike (similares a Meta). Sin embargo, no admite segmentación por contenido ni segmentación combinada (audience layering), y sus exclusiones están limitadas exclusivamente a listas de remarketing.
You don't have content targeting options. So DemandGen is an audience-only campaign type. Secondly, in DemandGen, you have lookalike segments. And this is the only place in Google Ads that you can use those. A lookalike segment in Google Ads today works very much the same as lookalikes work in meta ads, for example, and it's unique to DemandGen. And you can't use those in DemandGen. But now the only places you can use combined segments in Google Ads are search or display campaigns. You can't use them in DemandGen. Now you can only exclude remarketing segments. They have tons of amazing…
Escúchalo en el minuto 10:11
Sesgo de escala en casos de éxito de automatización publicitaria
Medición y experimentosLas métricas oficiales de incremento en conversiones mediante IA (como aumentos del 27%) se obtienen habitualmente en marcas grandes con miles de dólares de inversión diaria y embudos optimizados, por lo que no deben extrapolarse directamente a anunciantes pequeños sin volumen suficiente de datos.
like when they give these lines of AI max or 27% increase in conversions. The example they gave was Volvo, where you go for one, that company has got everything dialed in in their conversions, their landing page, everything like that. The other thing I'd say is they're probably spending multiple thousands of dollars per day, not only per month. So there's enough data there. That doesn't really bowl down to the majority of people who are watching this video, where smaller budgets, they don't have that data set in there. I just really just question with caution, because the 27% is real. they…
Escúchalo en el minuto 19:33
Alinear Demand Gen y YouTube con campañas de Search para capturar la demanda creada
Canales de adquisiciónLas campañas de Demand Gen y YouTube generan audiencias interesadas y búsquedas de marca; para rentabilizar esa inversión, es imprescindible contar con campañas de Search y remarketing preparadas para capturar a los usuarios que investigan la marca tras ver el video.
So that's another good thing that I'm using with that audience data is using it inside of demand gen and outside of demand gen. Like I would never recommend anyone just launch a demand gen campaign and that'd be it for Google ads investment. but you are building this list. It's going to build your Google engaged audience, And usually the do something with them happens in a search campaign where you may have audiences applied in a marketing campaign, if you're going to gender all that demand, just make sure you're ready to do something with it.
Escúchalo en el minuto 25:14
Estructura funcional de AI Max como Performance Max para Search
Canales de adquisiciónAI Max agrupa bajo una sola configuración en campañas de búsqueda la orientación sin palabras clave (anuncios dinámicos de búsqueda), la personalización automática de textos y la expansión de URL final, funcionando conceptualmente como un Performance Max exclusivo de la red de búsqueda para capturar consultas amplias junto a smart bidding.
But AI Max is really just a bundling of a few features together in search campaigns. It is an optional setting that you'll be able to choose within search. And it turns on keywordless targeting, which is a fancy way of saying, you know, dynamic search ads, basically. Text asset customization, which is a rebranding of automatically created assets. So letting Google write headlines and descriptions, et cetera, for you. And final URL expansion, which is a feature you may have seen in Performance Max. And that's letting Google direct that paid traffic to any part of your website, not just the…
Escúchalo en el minuto 13:53
La Generación Z lidera el crecimiento en volumen de búsquedas
Investigación de mercado y clienteEl grupo demográfico de mayor crecimiento en el uso de motores de búsqueda corresponde a la Generación Z (edades comprendidas entre 18 y 24 años), desmintiendo la idea de que los jóvenes han abandonado las búsquedas tradicionales.
was that the largest growth market in search was actually the Gen Z market. So 18 to 24. So not necessarily a feature, but it was more, I guess, saying that search is dying.
Escúchalo en el minuto 28:56
Crecimiento de consultas complejas y búsquedas nuevas en Google
Investigación de mercado y clienteEl 15% de todas las búsquedas diarias en Google son completamente nuevas y el volumen de consultas que contienen cinco o más palabras ha crecido un 150% (1,5x).
one thing that I thought was interesting is that last year they gave some stats and data, data around 15% of all searches are new and search terms with five or more keywords in them or five more words in them have grown by one point. I think it was 150% or 1.5x.
Escúchalo en el minuto 17:51
Canales de adquisiciónVincular el feed de productos a las campañas de Demand Gen en Google Ads genera un incremento notable en el rendimiento para marcas de ecommerce, siendo el formato de Shorts uno de los más efectivos para captar conversiones.
Now I would say we've got a couple of DemandGen campaigns working in e-commerce brands. but we've definitely seen an uptick when we've added in the products fee to DemandGen. And that's definitely has helped. And the best format has actually been on shorts. But the shopping fee has definitely helped.
Escúchalo en el minuto 30:38
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