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Brutally Honest Google Ads Advice To Give You An Unfair Advantage
28 ideas de marketing sacadas de «Brutally Honest Google Ads Advice To Give You An Unfair Advantage», de Ben Heath - Google Ads. Sobre todo de canales de…
- 28 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 49 min
- Publicada en 2025
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Filtrar con palabras clave negativas incluso búsquedas que convierten pero a menor rentabilidad
Canales de adquisiciónPara maximizar la eficiencia del presupuesto, conviene negativizar no solo términos irrelevantes o no compradores (ej. 'gratis'), sino también búsquedas relevantes y con conversiones cuyo coste por adquisición sea significativamente superior a la media rentable.
like overlapping negative keywords. So, what most Google advertisers will do is they will then add in negative keywords to filter out any searches that include Classic examples would be things like cheap or free. And you like anyone a step further than that and add in negative keywords that filter out searches that do convert, that are relevant to your products or services, but perhaps they don't convert quite as well as other searches. These searches generate a cost per purchase of $30, but these ones generate a cost per purchase of $20. I'm actually happy to forego those sales and remove…
Escúchalo en el minuto 2:31
Aumentar el LTV es más viable que reducir el coste por adquisición en cuentas ya optimizadas
Retención y relación con el clienteCuando las campañas publicitarias ya están bien optimizadas pero el ROAS sigue siendo insuficiente, suele ser mucho más fácil duplicar el valor de vida del cliente (mediante email marketing, SMS y reactivación) que reducir a la mitad el coste por compra.
business that has a return on ad spend that is too low, let's say it's a two and they need it to be a three and we're looking at their numbers. I've I've done this dozens of times where you look at their ad campaigns. You think these are pretty good ad campaigns. These have been optimized. You've been working on this for a year, 18 months, two years. Like this is doing quite well. It's very consistent. In that scenario, it's going to be really hard to decrease their cost per purchase substantially. it's normally going to be much easier to increase their customer lifetime value. Often that's…
Escúchalo en el minuto 21:34
Esperar a tener datos de conversión antes de activar campañas de Performance Max
Canales de adquisiciónNo es recomendable iniciar una cuenta nueva de Google Ads con Performance Max; es preferible comenzar con campañas de Búsqueda para recopilar historial y datos de conversión antes de delegar la entrega y segmentación al algoritmo.
search. Absolutely fine for you to start with search as a new Google advertiser. have some conversion data, once you've you want to start incorporating the is my favorite Google ad campaign type, but not right at the beginning because it tends to perform better for ad accounts that have more conversion data where Google knows what a conversion looks like. they know who to target, become a lead, etc. So, the longer you run Google Ads for, the more data you gather, the better performance max don't think beginners should start with performance max because it is a more complicated campaign type…
Escúchalo en el minuto 40:48
Medición y experimentosEl límite de gasto para adquirir un cliente debe determinarse mediante el Lifetime Gross Profit (LTGP) y no únicamente por los ingresos del LTV, ya que los márgenes brutos de los productos o servicios definen la rentabilidad real disponible para marketing.
we've talked about customer LTV because I think that's easier to understand, but really the metric you should be using is LTGP, which is lifetime gross profit. Because you might have a customer LTV of $10,000, but if you have a 10% gross profit margin, then really your LTGP, your lifetime gross profit is $1,000. Whereas, if you have a 60% gross profit margin, then it's $6,000. your LTGP is $6,000. So, you could be misled looking at lifetime value. You have to factor in the margin on those products or services and that determines then what you can afford to pay to acquire that customer…
Escúchalo en el minuto 30:47
Medición y experimentosEl límite de gasto para adquirir un cliente debe determinarse mediante el Lifetime Gross Profit (LTGP) y no únicamente por los ingresos del LTV, ya que los márgenes brutos de los productos o servicios definen la rentabilidad real disponible para marketing.
we've talked about customer LTV because I think that's easier to understand, but really the metric you should be using is LTGP, which is lifetime gross profit. Because you might have a customer LTV of $10,000, but if you have a 10% gross profit margin, then really your LTGP, your lifetime gross profit is $1,000. Whereas, if you have a 60% gross profit margin, then it's $6,000. your LTGP is $6,000. So, you could be misled looking at lifetime value. You have to factor in the margin on those products or services and that determines then what you can afford to pay to acquire that customer…
Escúchalo en el minuto 30:47
Canales de adquisiciónEl objetivo en Google Ads debe ser maximizar la eficiencia y el retorno del presupuesto antes que buscar impresiones o alcance masivo; optimizar para conversiones directas genera campañas más rentables que permiten escalar de forma sostenible.
want to make is that your job as a Google advertiser is to spend your budget in the most efficient way possible. It's not to put your Google ads in front of as many people as possible. And once you have that campaign than if you run a sales campaign or a leads campaign most of the time. But if the sales campaign or the leads campaign generates more sales or more leads, more things that really matter to your business and that you really want to optimize for, that's most likely going to be the right way to go. your budget in the most efficient way possible, your Google ad campaigns are more…
Escúchalo en el minuto 0:20
Calcular el CAC permisible según el LTV y no según el ticket inicial
Medición y experimentosPara escalar la adquisición pagada y superar a los competidores en subastas de anuncios, el costo de adquisición (CAC) debe medirse frente al Customer Lifetime Value (LTV) y no frente al ticket de la primera compra (AOV). Un LTV elevado permite absorber costos por adquisición mucho mayores y resistir el aumento de precios en plataformas publicitarias.
Google advertiser that is less skilled is to have a really high customer LTV. ads thinking, okay, what can I afford to acquire this customer? What can I see in that cost per purchase column if I'm getting $9 back from customer? I mean, $3 at most, a 3x return on ad spend. Most likely, that would probably still be lossmaking. That basically rules out Google advertising or any form of paid acquisition because you're not going to But, okay, but here's the thing. The lifetime value of a McDonald's customer approaching your marketing. If you know that a customer is worth $5,000, not $9, what are…
Escúchalo en el minuto 15:02
Delegar la segmentación a la IA de Google y competir en fundamentos de marketing
Canales de adquisiciónA medida que la IA y los algoritmos de Google superan la segmentación manual en captación y entrega, la ventaja competitiva del anunciante se traslada fuera del panel de control: hacia la diferenciación de ofertas, la personalidad de marca, la optimización de landing pages y la velocidad del seguimiento comercial.
job than this than the vast majority of advertisers. Most advertisers that try and tweet with this stuff and control it manually end up with worse results. So, you can have more of a competitive advantage. You're unlikely to get a competitive advantage now in the various ago for sure. Now we have to work on our offers. How can we differentiate from improve our landing page experience so you massively improve your follow-up system so that someone becomes a lead? you can control those are the parts that Google's not going to be able to automate for us so like it's not like years time like no an…
Escúchalo en el minuto 45:59
Conflicto de incentivos en las recomendaciones automáticas de Google Ads
Canales de adquisiciónLas recomendaciones automáticas de Google Ads buscan ampliar el alcance y el gasto del anunciante; por ello, suelen alertar contra el uso de palabras clave negativas que recortan clics, aun cuando esa restricción sea deliberada para mejorar la rentabilidad y eficiencia de la campaña.
take this approach, you do start to run into a bit of a conflict with Google's but they are incentivized to get us to broaden out our campaigns, to get us to you, for example, use negative keywords in an overlapping sense to filter out relevant searches for ones that don't quite convert as well, Google will absolutely pop up with warnings and recommendations that you don't do that. like, "I know. That's the point. I don't want those clicks. I don't want those conversions. they're not quite as profitable as other ones. And unless you're not in that situation, you want to spend as efficiently…
Escúchalo en el minuto 5:04
Un LTV elevado o posicionamiento premium permite absorber mayores costes de captación y escalar la inversión
Oferta y precioIncrementar sustancialmente el valor del cliente o vender productos de gama alta con precios elevados permite pagar un coste por lead mucho mayor sin perder rentabilidad, lo que desbloquea la capacidad de aumentar agresivamente el presupuesto publicitario.
out at $1,000. But if you improve your customer lifetime value significantly, instead of paying $30 per lead, you can now pay $50, $60 per lead. That might allow you instead of spending $1,000 a month to spend $5,000 a month or $10,000 a month and still be within that that KPI. still be achieving less than a $50 or $60 cost per lead, whatever it is that your target is. That allows you to acquire so many more customers, which Sometimes you can do that by positioning yourself at the premium end of the market and just simply charging a lot more. You work with far fewer people, but you charge a…
Escúchalo en el minuto 20:06
Oferta y precioEn lugar de recurrir al típico gancho de 'consulta gratuita', se debe fortalecer la oferta incorporando garantías de resultado (como trabajar gratis hasta lograrlo, devolución de dinero) o promesas de entrega acelerada para aumentar la respuesta comercial.
offers, right? Everyone in their industry offers a free consultation. How can we make this more impactful? We got to have something more interesting than free consultation. Can we stick a guarantee in there? Can we offer a certain result or we'll keep working for free until we get there? We'll give you money back or something really powerful. Everyone delivers this thing within a week. Can we do next day delivery? How can we get next day delivery? Think of ways to significantly improve your
Escúchalo en el minuto 35:58
Medición y experimentosEn modelos de suscripción o ingresos recurrentes, el valor de vida del cliente (LTV) se calcula dividiendo la tarifa periódica entre la tasa de cancelación (churn). Reducir el churn mensual (por ejemplo, del 25% al 5% en un servicio de $1,000/mes) multiplica exponencialmente el LTV (de $4,000 a $20,000), lo que amplía la capacidad de inversión en adquisición.
let's assume, for example, that a customer is worth $1,000 per month. You offer a service of some sort, $1,000 per month, and you have a 25% monthly churn, a really high churn rate, but these do exist. Okay. Then your customer LTV, take your,000, you divide by 0.25 is $4,000. On average, each customer sticks around 4 months. If we were to take that churn down from 25% to say 5% a much your churn drops from 25% to to 5% you take that,000 you divide it by 0.05 instead of by 0.25 and that gives you a $20,000 lifetime customer value. So by reducing a churn from 25% to 5% you've increased your…
Escúchalo en el minuto 27:25
Delegar la segmentación a la puja inteligente y centrarse en la ventaja estratégica y creativa
Canales de adquisiciónResistirse a la automatización de las plataformas publicitarias es ineficiente; conviene utilizar estrategias de Smart Bidding para la segmentación y entrega, dedicando el tiempo del anunciante a los creativos y a la estrategia donde se genera ventaja competitiva.
number seven is to embrace automation. Now, a lot of Google advertisers are fighting automation really hard, and I don't think that's the right way to go. That is not smart. It's also very much against the direction of travel. You are swimming against the tide. More and more all the online ad platforms are moving to a situation where the ad platform Google is going to handle more of the targeting. Google is going to handle more of the delivery and therefore you as the advertiser want to put more time and focus into those other things where you have control where you can get competitive…
Escúchalo en el minuto 43:44
Canales de adquisiciónPara obtener el mayor retorno de la inversión publicitaria, se debe reimpactar de forma económica a los visitantes cualificados de Búsqueda que no convirtieron, utilizando remarketing en Display, Discover, YouTube y Gmail.
that scenario, why would you not want to remarket to the people that have clicked on a search ad, come through to your website, but haven't yet taken that next step, and you can remarket to them very inexpensively, but very effectively. Those remarketing ads are probably poundforound where you're going to see the best return on ad spend. You can do that on display as part of a performance max campaign in the various placements on discover, Gmail, YouTube, etc., and sort of hoover up a lot of lowhanging fruit. And that's a no-brainer for a lot
Escúchalo en el minuto 43:14
Canales de adquisiciónContratar o incluir a influencers reconocibles dentro de las creatividades de campañas visuales de Google Ads (como YouTube, Display y Performance Max) incrementa la atención, la tasa de clics y la probabilidad de conversión a lead o cliente.
examples there. How about working with influencers? One of the absolute easiest, most consistently effective ways to significantly improve your Google ad results is to hire an influencer to feature in your Google ads. This can apply more to the more creative parts of Google Ads, less so to search, but YouTube and display and things like that. Incorporate them within your Performance Max campaigns. But people that are recognizable, that grab people's attention, so they then check out the rest of your ads, they're far more likely to click, far more likely to become a lead, become a customer…
Escúchalo en el minuto 36:35
Ajuste del CAC máximo admisible integrando el factor de referidos orgánicos
Medición y experimentosPara calcular con precisión el valor real de un cliente captado vía publicidad pagada, se debe incorporar el coeficiente de recomendación. Si 1 de cada 2 clientes adquiridos refiere a un nuevo cliente del mismo valor, el valor efectivo del cliente inicial aumenta un 50%, permitiendo ofertar un coste de adquisición (CAC) superior en campañas de pago.
if we acquire a new customer, at what rate do they refer? What's the word of mouth impact? You might say that for every customer we acquire, one in two will refer to someone else. So you can increase your customer lifetime value by 50% and plug that into your acquisition costs because each customer is not worth that $100 order they created because one and two is going to refer another $100 order. Each each new customer acquired through paid ads is worth $150 in that
Escúchalo en el minuto 26:11
Un valor de vida del cliente (LTV) alto reduce la dificultad técnica de la adquisición pagada
Oferta y precioContar con un Customer Lifetime Value (LTV) o valor medio de cliente muy alto permite competir en Google Ads con un margen de error mucho mayor ('modo fácil'), ya que un margen unitario superior tolera costos por clic elevados y compensa ineficiencias operativas en la puja.
that carries a a larger customer average value which obviously then converts more benefit to the business. There's more Google Ads truth is that a very high customer LTV allows you to play Google Ads on easy mode. I think the trend this is the best example of that when it comes to Google Ads, when it comes to any form of marketing and customer acquisition, is that really high customer LTVs make everything really easy. I've talked previously about
Escúchalo en el minuto 10:47
El efecto compuesto de la optimización publicitaria sobre un CAC inicial elevado
Canales de adquisiciónTener un CAC inicial un 50% por encima del objetivo no significa fracaso: la optimización progresiva de anuncios y palabras clave genera pequeñas mejoras porcentuales que se componen entre sí, reduciendo drásticamente el coste por adquisición y multiplicando el ROAS.
Ads truth number five. An initial cost to acquire a customer 50% above your target cost to acquire a customer is acquire a customer, your CA is $75. A acquired." That is not the right way to power of optimization because you can that campaign to get that cost to crowd customer from $75 to $50 or less. We've least have that cost to acquire a optimization process. Optimizing is kind optimizing campaigns. You test things and that gets a small percentage improvement, but then you layer that on top of another small percentage improvement on top of another one on top of another one on top of…
Escúchalo en el minuto 32:00
Discrepancia y sub-atribución de conversiones dentro del panel nativo de Google Ads
Medición y experimentosEn una campaña de búsqueda de marca con 75 clics, 30% de CTR y un costo por lead de 15 USD, Google Ads registró únicamente 3 conversiones, perdiendo el 50% frente a las 6 conversiones reales comprobadas en software de atribución externo.
you can see Hyros is registered, six leads generated, a cost per lead just over 15, 75 clicks. It's just a branded search campaign, hence why the CTR is is 30%. So not a huge amount going on, but data matches up, right? We've got 75 clicks, 30% CTR just like before. But if we scroll over, you can see that Google has only registered three conversions as opposed to the six. So, it's registered half the number of conversions. And I can tell you looking at the backend data that the six from Hyros is the accurate Google Ads data and come to the wrong conclusion, think this isn't profitable, turn…
Escúchalo en el minuto 39:17
Decisión entre internalizar o delegar Google Ads según la competitividad del nicho
Canales de adquisiciónEn nichos locales pequeños y de baja competencia es viable aprender y alcanzar el nivel óptimo de gestión de anuncios en pocos meses; sin embargo, en mercados altamente competitivos y de gran volumen (nacionales o de alto ticket), la brecha técnica exige años de experiencia, por lo que es más rentable contratar especialistas que intentar competir internamente.
honest with yourself here because if you are a business owner and you've got all good at and do within your business, maybe learning this yourself is not the right way to go. Particularly if you're in a really competitive niche. Like there are some niches where you can go from nothing to one of the best in that space because it's a small local market. there's not many competitors within a few months. There are other ones if you're advertising something competitive nationally, internationally where it's going to take years before you can compete with the big boys. Like try to be one of the…
Escúchalo en el minuto 11:07
Integrar el producto en hábitos diarios para maximizar la recurrencia
Retención y relación con el clientePara elevar sustancialmente el LTV en cualquier sector (B2B, SaaS, servicios o productos físicos), la oferta debe diseñarse para convertirse en parte del hábito diario, rutina periódica o modelo de suscripción del cliente.
business has found a way to become part of people's daily habits. And there's actually lots of businesses that can do this within their specific domain. Like how can you become part of someone's daily, weekly, yearly habit within your found a way to become part of in that case people's daily habit. Many people use it daily. But there are lots of businesses that can use the same thing. You could be B2B and have your service be part of a habit, a routine, a subscription perhaps. It could be a software. It could be a service. Uh you could sell all different types of products that people order…
Escúchalo en el minuto 18:02
Marca y posicionamientoEl 'brand awareness' generado por clientes satisfechos que usan activamente un producto o servicio y lo muestran a su entorno es mucho más memorable e impactante a escala que la simple exposición a anuncios de marca.
And I often tell them that the best form of brand awareness is to have people buy and use your products or services. That's much better than an ad campaign not really like a tangible thing. People are going to see that. Will they remember it? Unless it's an incredible piece of ad creative, very unlikely. Whereas, if someone buys your product and uses it regularly and they go out into the world and friends and family see that they're using it and ask them about it, it's much more impactful to that person, it's much more likely to then spread to the awareness of the people around them. Same…
Escúchalo en el minuto 4:10
Publicidad exclusiva a audiencias tibias y consumidores de contenido
Canales de adquisiciónHacer publicidad de pago dirigida exclusivamente a audiencias tibias que ya han consumido contenido previo puede alcanzar retornos superiores a 100x ROAS en la venta de servicios.
of do that with my stuff. We only really advertise the ads that I'm running. We only really advertise to people that are in my warm audiences, not necessarily customers. People have consumed my content. And it's it's the lowhanging fruit. It's the really easy people to convert. It's incredibly profitable. We have campaigns with more than 100x rowass because we can generate leads for a little bit and customers worth quite a bit with our services. So that's
Escúchalo en el minuto 21:05
Hibridación a modelos de suscripción para extender el ciclo de vida del cliente
Oferta y precioEmpresas en sectores tradicionalmente transaccionales (como retail, cines, alimentación o automoción) están adoptando elementos de suscripción o membresías recurrentes con el objetivo estratégico de estabilizar ingresos y elevar el valor de vida del cliente (LTV).
why so many businesses and so many very successful businesses have either become full-on subscription businesses or have a subscription element to them now. So ago. But now you've got things like HelloFresh where the food you cook in your own home is a subscription. Your takeaway apps have a subscription element. You can pay for a premium element that recurs every month. So many subscription. Many retail outlets will have an annual fee. There's a subscription in there. Cinemas, it's not just pay for a ticket as you go. Why don't you buy the monthly package and it's all about creating…
Escúchalo en el minuto 28:35
Comenzar en nichos o mercados locales de baja competencia al aprender Google Ads
Canales de adquisiciónPara anunciantes principiantes, es recomendable empezar compitiendo en nichos reducidos o mercados locales con pocos competidores sofisticados antes de entrar a sectores altamente disputados contra grandes marcas, lo que permite desarrollar la habilidad técnica y ganar tracción progresivamente.
You are competing against experienced advertisers. People like myself have years. And it's going to be really hard to beat those more experienced Google really helps, right? If you pick a small far less competitive niche early, one way to do it. you go, "Right, I can't compete selling fitness apparel against Nike and Adidas and all the big like there's no way. They have some of to to Google Ads?" But you know what? I might be able to run the best Google ads for chiropractors in my local town because maybe there's only five to 10 other chiropractors running Google Ads in my local town and a…
Escúchalo en el minuto 8:22
Canales de adquisiciónEn la publicidad digital, los resultados siguen una distribución extrema: más del 90% de los anunciantes pierden dinero, alrededor del 5% empata o se mantiene a flote, y solo el top 2% a 4% genera la gran mayoría de los beneficios con retornos desproporcionados (10x a 30x de ROAS).
that ties in is because the rewards with Google advertising very much go towards the best. So this this kind of happens with all technology and all all business that's digital definitely with digital marketing is that 90 plus% of advertisers within any vertical will be losing money. There will be another 5% maybe a bit more that are doing okay. And then there will be those top 2 3 4% that are absolutely crushing it and are just printing money because for every pound they spend on the Google ad campaigns they're generating 12 2030 back. Right? So the importance of winning and the rewards for…
Escúchalo en el minuto 12:42
Canales de adquisiciónEn la publicidad digital, los resultados siguen una distribución extrema: más del 90% de los anunciantes pierden dinero, alrededor del 5% empata o se mantiene a flote, y solo el top 2% a 4% genera la gran mayoría de los beneficios con retornos desproporcionados (10x a 30x de ROAS).
that ties in is because the rewards with Google advertising very much go towards the best. So this this kind of happens with all technology and all all business that's digital definitely with digital marketing is that 90 plus% of advertisers within any vertical will be losing money. There will be another 5% maybe a bit more that are doing okay. And then there will be those top 2 3 4% that are absolutely crushing it and are just printing money because for every pound they spend on the Google ad campaigns they're generating 12 2030 back. Right? So the importance of winning and the rewards for…
Escúchalo en el minuto 12:42
Disparidad entre ticket inicial y LTV en gigantes de consumo masivo
Medición y experimentosEl valor del ticket inicial de McDonald's es de aproximadamente $9 frente a un LTV superior a $5,000 (con cohortes de más de $50,000), mientras que Starbucks tiene un ticket promedio inicial de $5.65 frente a un LTV de $14,000 gracias a la frecuencia de compra.
point home, right? So, McDonald's, their average order value for McDonald's is about $9. So, someone goes into McDonald's, they buy a burger, fries, maybe a drink. On average, that's $9. lifetime value of a McDonald's customer is over $5,000. They actually have a cohort of customers that worth more than $50,000. And they use that to train Starbucks. The average order value from a onetime transaction, someone goes into a Starbucks orders online, $565. Really Lifetime value of a Starbucks customer is $14,000. So even more extreme than the McDonald's example because they
Escúchalo en el minuto 15:11
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