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Do Google Ads Reps Help?
14 ideas de marketing sacadas de «Do Google Ads Reps Help?», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de canales de adquisición y…
- 14 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 31 min
- Publicada en 2024
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Triaje de recomendaciones de Google Ads por código de color
Canales de adquisiciónLas sugerencias y alertas de Google Ads deben filtrarse según su color: únicamente las notificaciones rojas representan fallos críticos reales (como la rotura del seguimiento de conversiones), mientras que las de color amarillo y azul son meras sugerencias algorítmicas que pueden ignorarse según convenga al negocio.
One more thing I'd add is remember recommendations don't just live in the recommendation section. When you're working Google Ads, Google will constantly be recommending things to you. For example, as you type in your keywords, it will recommend you put them in broad match. Or if you uncheck the box for display network in a search campaign, it'll recommend you check that box again. And so the general tip I give is that when Google makes all these recommendations, there's always a color associated with them. The recommendation is in red, yellow, or blue. So if the recommendation's in red, that…
Escúchalo en el minuto 24:19
Descartar recomendaciones en Google Ads otorga el mismo incremento en el Optimization Score que aceptarlas
Canales de adquisiciónEl Optimization Score de Google Ads mide la revisión de las sugerencias, no su adopción obligatoria; rechazar o descartar una recomendación otorga exactamente el mismo aumento porcentual en la puntuación que implementarla.
based around this idea of optimization score, which trips a lot of people up. 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. Recommendations, they can be helpful. There can be some good ideas, but you can just dismiss them. And I think something else…
Escúchalo en el minuto 12:43
Desactivar la aplicación automática de recomendaciones en Google Ads para presupuestos y pujas
Canales de adquisiciónSe recomienda desactivar las recomendaciones automáticas (auto-applied recommendations) en Google Ads, en especial las relativas a pujas y presupuestos. Las sugerencias suelen estar diseñadas para grandes cuentas y pueden multiplicar el presupuesto (hasta 3x o más) de forma repentina sin garantizar rentabilidad para pequeños anunciantes.
Yeah. Look, I'll put my view on it here as well. Is it they're probably the recommendations that I find the most dangerous? And as a rule, I don't apply them. I also am strongly recommending that when it comes into auto-applied recommendations that they're the main ones that you turn off, anything to do with bidding and get rid of them. Because I did actually question when I was part be one of my problems with Google is that the recommendations that they give actually don't align with what they would even say their best practices are in terms of taking a budget from $50 to $400 in a day…
Escúchalo en el minuto 16:59
Cómo evaluar y validar el soporte de un representante de Google Ads
Canales de adquisiciónPara determinar si un asesor de Google Ads tiene experiencia útil o solo sigue cuotas comerciales internas, pídale la agenda y recomendaciones antes de la reunión, o proporciónele objetivos de negocio específicos (como metas de CPA o ROAS) durante la llamada. Si adapta su asesoría a su contexto en lugar de insistir ciegamente en recomendaciones automáticas o ampliación de presupuesto, y además puede compartir casos…
this interview. See ya. Yeah. Another thing I would suggest is before taking the meeting, if you're not sure if you want to, is ask if 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 that point because they don't have the context about your business, but you can see, are they suggesting auto-applied recommendations, increasing your budget, adding performance max and broad match keywords, or is there a little something else going on there? The flip side to that I'll say is if you do want…
Escúchalo en el minuto 6:55
Cómo auditar el nivel y capacidad real de un representante de Google Ads
Canales de adquisiciónPara evaluar si un asesor de Google Ads tiene los recursos y conocimientos para ayudar a tu negocio, revisa si su firma indica contrato de terceros, busca en LinkedIn su división interna (LCS, MMS, AGT o soporte a escala) y solicítale informes de análisis competitivo o insights de mercado; si no pueden o no quieren facilitarlos, probablemente solo buscan cumplir cuotas de contacto básicas.
recommend you do if you get a Google rep reaching out to you is to look at the email signature, because it will, for the most part, say there whether or not they actually work at Google or if they're contracted to Google by someone. So just because they have an at google.com email address, it doesn't mean they work at Google. And generally someone who is a Google employee will be able to And then within Google, it's helpful to look up your Google rep on LinkedIn because you can get more information that way and see if they are, for example, part of large customer sales, which is the most high…
Escúchalo en el minuto 2:43
Canales de adquisiciónLa concordancia de frase ha perdido relevancia frente a los algoritmos actuales. Para nuevas campañas en Google Ads, se recomienda usar concordancia exacta si el presupuesto es pequeño o concordancia amplia si el presupuesto es grande, prescindiendo en gran medida de la concordancia de frase.
with is match types. I used to always recommend phrase match keywords as a starting point, kind of your Goldilocks 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. That's how I'm starting No, great, great points. I mean, I agree with you on the phrase match. I am now dubbing phrase Yeah, but they're just, they're just not there anymore. They are not. So I'm only using either broad match or exact match. They're the only two keyword phrases I use. I, my gut feeling on that same as broad match with…
Escúchalo en el minuto 25:42
Rendimientos decrecientes del Quality Score por encima de 5/10 frente al CTR
Canales de adquisiciónEn Google Ads, el Quality Score tiene rendimientos decrecientes a partir de una puntuación de 5 o 6 sobre 10: subir de 2 o 3 a 5 es crucial para participar en las subastas, pero por encima de 5, un CTR significativamente más alto supera a anuncios con mayor Quality Score en el Ad Rank porque el algoritmo prioriza la generación de ingresos.
heavily in different accounts. So my methodology with this is I definitely believe in keyword quality score. But then I would say once keyword quality score gets above a five, your click-through ratio is far more important than your quality score. So what I mean by that is if we had competing ads in the same auction and you had a quality score of eight out of 10 and I had a quality score of five out of 10, but I had a click-through ratio of 15% and you had a click-through ratio of 7%, my ad would win, would get a high ad rank. Sure. Right. Because Google wants to make money. Exactly. Exactly…
Escúchalo en el minuto 21:56
Jerarquía de control sobre los componentes del Quality Score
Canales de adquisiciónAl gestionar los componentes del Quality Score, la relevancia del anuncio debe mantenerse siempre por encima de la media al ser el factor de control directo más accesible, mientras que el CTR esperado debe mejorarse mediante pruebas continuas de copy de anuncios; la experiencia de la página de destino es el componente más difícil de alterar a corto plazo desde la gestión de campañas.
Yeah. Because I mean, the most important component of quality score is expected click-through rate, context of your competitors. So of course, that's what that looks at. Ad relevance is the one where you should always be above average because that's the one you have to be in control is your keyword related to your ad, your ad related to your landing page. That should be above average. And then landing page experience is the one as Google Ads practitioners, it can be hardest to change. Like we know what goes into that. It's right speed, originality, all that stuff, but that's hard to fix. You…
Escúchalo en el minuto 22:57
Adopción de Smart Bidding y automatización en lugar de control manual rígido
Canales de adquisiciónEn lugar de intentar forzar un control manual estricto (como CPC manual) o microgestionar el algoritmo, en Google Ads moderno es necesario definir límites y objetivos finales claros mediante Smart Bidding, permitiendo que la inteligencia artificial optimice la entrega hacia ese resultado.
into 2025? I am an automation embracer. I'm very much of the mindset of get the might of Google and custom segments, sadly, going away. And the last, smart bidding. Smart bidding is just the best AI CPC with their cold dead hands. But when used correctly, I just smart bidding does exactly what you tell Google to do. And I say that, you know, you can be using a smart bidding strategy, it can be achieving exactly what it's supposed to achieve. And yet, you're not happy with the results, because smart bidding can only do one thing, you know, you have reach, or you have efficiency, very rare…
Escúchalo en el minuto 25:24
El valor del Optimization Score radica en revisar las sugerencias, no en aceptarlas a ciegas
Medición y experimentosUn estudio de Optmyzr reveló que el puntaje de optimización (optimization score) en sí mismo no mejora los resultados, sino el hábito de revisar las recomendaciones: las cuentas que revisan y aceptan o rechazan conscientemente las sugerencias alcanzan con mayor frecuencia sus metas de CPA y ROAS que aquellas que las ignoran o aplican en automático.
So my biggest thing is, well, yeah, once again, I'm a big believer in turning them off. Go through and review them. So I even just go, just use it as a bit of a tool, as a reminder. And then you go, does this make sense to me? Do I want to do this? And if you don't want to do it, It's actually interesting. 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…
Escúchalo en el minuto 19:01
Riesgos de aplicar recomendaciones genéricas de representantes contratistas de Google Ads
Canales de adquisiciónMuchos de los representantes de Google Ads asignados a cuentas pequeñas o nuevas no son empleados directos sino contratistas externos que operan bajo guiones comerciales básicos (como forzar concordancia amplia o aumentar presupuesto). Seguir sus recomendaciones sin validar su experiencia puede deteriorar severamente el rendimiento de la cuenta publicitaria.
someone is saying, look, I'm your Google rep. And we can sometimes get situations where the recommendations that are given lead to performance, which actually makes the account to get worse than So why that happens? No malicious intent. Most of those people who call you, they are not Google employees. They are third party contractors. They have maybe a few weeks of training at best. Most have never opened a Google Ads account before. And so they're just teaching you what they've been taught. No, they have a script. This is what you're supposed to do. We want to always use broad match and et…
Escúchalo en el minuto 0:59
Canales de adquisiciónAl trabajar con algoritmos publicitarios automatizados, el anunciante debe actuar como un gestor de resultados: fijar objetivos realistas (como un target de ROAS), alimentar al sistema con presupuesto y datos de calidad, y permitir que el algoritmo optimice la ruta hacia la meta en lugar de intentar dictar cada micro-paso manual.
manager because you're not saying follow this step, then this step, then this step. You're saying my end goal is a five row as you figure out how to get there. I have faith in you take all my money and all my data. And now here's the end goal. And the way it gets there can constantly change. Um, but it will get there if it's possible to get there. And I guess that's the last piece you must set realistic expectations for the machine or else, uh, no one will be happy in the end.
Escúchalo en el minuto 30:15
Canales de adquisiciónAl negociar planes de medios sugeridos por equipos dedicados de Google (como AGT), conviene establecer condiciones previas, comprometiendo los aumentos de presupuesto a que se alcancen primero objetivos de rendimiento concretos en plazos intermedios.
multiple AGT teams as well. And upfront, they'll say, you know, over the next three months, you know, you need to spend this much. That's not a contract. It's not binding. But it's just an idea of like, this is what they need to hit. This is what success looks like for them. They'll put out a media plan for you of, you know, this much in PMX or that much in video or that much in search. You can go back and forth on that. And if you agree on this plan, that's going to work for both of you, Yeah. One thing we've done with AGT teams before too, is let them know that, especially if I've been the…
Escúchalo en el minuto 10:16
Gasto mínimo para acceder al Accelerated Growth Team de Google Ads en Australia
Canales de adquisiciónEn mercados como Australia, el umbral de inversión publicitaria para calificar e ingresar al programa Accelerated Growth Team de Google Ads se sitúa en un mínimo de 100.000 dólares al mes.
for anyone who can be involved in is the accelerated growth team. Generally, I mean, I know this is based around countries. I know in Australia, you've got to be spending at least $100,000 a month to get into a fairly short different countries have different markers. But yeah, for any brand or
Escúchalo en el minuto 9:30
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