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From Google Ads Growth Hacks to Strategy
18 ideas de marketing sacadas de «From Google Ads Growth Hacks to Strategy», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de medición…
- 18 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 36 min
- Publicada en 2025
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Medición y experimentosNo existen tácticas ni configuraciones universalmente obligatorias en plataformas publicitarias. Incluso tecnologías avanzadas como las campañas automáticas basadas en IA no son siempre la solución óptima y deben evaluarse caso a caso según las necesidades particulares de la cuenta.
I think we've graduated from this place of like, there's a certain way to do Google ads, right? And if you don't do it this way, you're making a mistake, right? And now the rallying cry that we have is never, always, never, never, Like there's no right way to do anything. It always depends. And there's always a reason to choose that setting that you, you know, mindlessly turn off. But you'd be surprised at how often our team does not use AI driven campaigns for our clients because it's never always the best solution.
Escúchalo en el minuto 3:21
Los dos modelos fundamentales de restricción en publicidad digital
Canales de adquisiciónLa estrategia de publicidad digital opera bajo dos enfoques principales según sus restricciones: maximizar el retorno (ROAS) dentro de un presupuesto fijo, o maximizar el gasto/volumen manteniendo un umbral mínimo de ROAS o rentabilidad (donde la mayoría de empresas escalan presupuesto sin tope si se cumple la meta).
like, there's basically two ways to approach most digital advertising strategy. There is generally a goal of maximizing budget within a return on ad spend constraint. Or there is a maximized return on ad spend within a budget constraint. But let's be very clear. Are we working with a fixed budget? In which case, we want to generate the highest returns of that budget. Or are we working with a really strict return on ad spend or profitability goal? And then we have to figure out how much money can we spend under that? where they're like, if we're at this profitability level, we'll spend as much…
Escúchalo en el minuto 7:48
Medición y experimentosClasificar los componentes de una cuenta en verde (lo que funciona y no debe tocarse salvo escalado leve), ámbar (desarrollo estratégico a 6-12 meses) y rojo (arreglos urgentes de impacto rápido) permite priorizar el trabajo y gestionar expectativas sin promesas irreales.
So we basically do a triage, sorry, triage system. And it's simply, it's three colors. So we go, you know, green. This is the parts of your account or strategy, which are great. We're not going to touch that. Then we go to the Amber, And this is stuff that, hey, look, we need to work on this, but some of this may not even be just six to 12 months And then we have the red These are the things where we go, we need to, you know, this is the urgent things that we need to fix that we think will get quick wins. And a lot of times what we're finding, the category that has the least amount of items…
Escúchalo en el minuto 30:23
Canales de adquisiciónPagar por tráfico de marca no incremental (que supera el 50% en muchos casos) infla artificialmente el rendimiento y obliga a establecer objetivos de ROAS excesivamente altos y conservadores, impidiendo que el negocio invierta agresivamente en campañas de prospección y crecimiento real.
But they had extremely high return on ad spend targets that like a lot of their sales, they weren't aware of this, but it came from branded search that wasn't incremental. we found that like more than 50% of the branded traffic was not incremental. It's going to happen anyway. because they were spending all this money on traffic that was going to convert anyway, they had to have an extremely high return on ad spend goal. Because the problem is the more conservative your return on ad spend goal is, you're not going to be able to buy as much growth.
Escúchalo en el minuto 13:52
Medición y experimentosEn negocios donde no se puede conectar directamente la conversión con la campaña (como ventas en tienda física o ciclos largos), se debe optimizar hacia indicadores adelantados (llamadas, citas, clics en rutas) y reconciliarlos periódicamente con la tasa de cierre real del backend, en lugar de forzar métricas de ROAS rígidas.
But the concept of a leading indicator, I think should replace the concept of like return on ad spend is upstream of profit. And with a retail location, it's really difficult in a lot of cases to connect a point of sale back up to a Google ad campaign. leading indicators like did they call the store? Did they schedule an appointment? Did they click on a get directions link is like reconcile that with the backend data to understand like in-store close rates And then you update it over time always change. You reassess these things on a recurring basis.
Escúchalo en el minuto 12:22
Medición y experimentosEn negocios donde no se puede conectar directamente la conversión con la campaña (como ventas en tienda física o ciclos largos), se debe optimizar hacia indicadores adelantados (llamadas, citas, clics en rutas) y reconciliarlos periódicamente con la tasa de cierre real del backend, en lugar de forzar métricas de ROAS rígidas.
But the concept of a leading indicator, I think should replace the concept of like return on ad spend is upstream of profit. And with a retail location, it's really difficult in a lot of cases to connect a point of sale back up to a Google ad campaign. leading indicators like did they call the store? Did they schedule an appointment? Did they click on a get directions link is like reconcile that with the backend data to understand like in-store close rates And then you update it over time always change. You reassess these things on a recurring basis.
Escúchalo en el minuto 12:22
Evaluar a una agencia mediante la justificación de cada ajuste de campaña
Medición y experimentosPara validar si una agencia realmente domina la estrategia de un negocio, el anunciante debe solicitar una sesión en la que el equipo explique y justifique el motivo estratégico detrás de cada campaña y ajuste de configuración en su cuenta publicitaria.
If you don't understand what's happening inside of your Google Ads account, a great way of being able to check, is your agency across your strategy and what they're doing is to organize a meeting with your, and we're talking just about Google Ads, organize a meeting with a digital agency and go, all right, can you talk me through every single campaign that we've got and every single setting that we've got inside of Google Ads and let me know why we've got it this way. And as a business owner, that's a really, really good way to go, okay, do these guys know what, do this align?
Escúchalo en el minuto 25:49
Gestionar expectativas honestas al auditar o asumir cuentas publicitarias
Retención y relación con el clienteAl heredar una cuenta que ya opera con buenas prácticas, es contraproducente prometer duplicar el ROAS a corto plazo para cerrar la venta, pues genera churn rápido; lo sostenible es pactar expectativas realistas, un protocolo de medición claro y una hoja de ruta de experimentación progresiva.
into it because I don't want to sit here all the time and promise you I can make a bunch of improvements over the first month or three months. we're going to be very clear up front about like how much let's call it like quick wins, like how much like short term impact you can make. So like I'm not going to come in here and say, oh, you're at a three times turn on that. It's been we can get you to a six. Don't worry. Yeah, because we're not going to be able to. And then they're going to leave in four months. So what we try and do then is like, OK, listen, we're going to make some changes here…
Escúchalo en el minuto 28:50
El marketing digital debe basarse en fundamentos de negocio y no en arbitraje táctico
Canales de adquisiciónEl éxito en publicidad digital (como Google Ads) ya no se sostiene únicamente en hacks de crecimiento o ajustes de palabras clave; los resultados sostenibles requieren volver a los principios fundamentales de marketing, la comprensión del comportamiento del consumidor y una estrategia de negocio integral fuera del panel publicitario.
So we're talking about the 2010s. The entire model was growth hacks, best practices, as like arbitrage traffic. trying to find low-cost opportunities to buy traffic that was underserviced in certain ways and monetize that. The offer doesn't matter. Your creative doesn't matter. Like your landing page could suck. and you're exploiting this loophole in the market. and like you learn principles that are like stand the test of time about consumer behavior and about like how brands grow and how marketing should be done. And I think we're now getting back to that. once you kind of get out of the…
Escúchalo en el minuto 2:08
Enfoque 'Strategy-First': redefinir métricas antes de ejecutar campañas
Medición y experimentosEn lugar de aceptar objetivos arbitrarios de ROAS fijados por el cliente (ej. 3x en Google Ads), una agencia debe pausar la gestión directa para entender las metas reales del negocio, hacer ingeniería inversa del pronóstico y acordar qué significa el verdadero éxito antes de lanzar campañas.
consider ourselves to be a strategy first agency. is we don't necessarily jump in and start managing campaigns right away. like we're going to go through an exercise where we're going to like sit down and understand the full goals of the business And we're going to have an honest conversation about what success looks like. back and reverse engineer that Then we're going to fully align on what that looks like You need to go and you need to have a realistic conversation about what real business goals are and then you work backwards and if you can get that alignment and come to it from a true…
Escúchalo en el minuto 16:36
Sustituir la auditoría gratuita por una consultoría de entrada de pago sin permanencia
Oferta y precioEn lugar de ofrecer auditorías gratuitas de prospección —que suelen basarse en manipular métricas y buscar fallos menores del competidor—, las agencias deberían cobrar una tarifa nominal por un primer mes de consultoría estratégica donde se entregue un framework accionable y se evalúe el encaje mutuo sin compromiso a largo plazo.
It's like, if you are actually giving value away during the audit process, you should be charging for it. we got rid of the free audit entirely. going to charge people a nominal fee for a one month consultation and we'll hand them a strategy or a framework or how we work We're not going to hold them anything beyond that month. They want to continue working with us. If not, they can go elsewhere. I think that would be such a better version of courting a business for everybody.
Escúchalo en el minuto 24:22
Las tácticas de canal deben derivar de la estrategia de negocio global
Canales de adquisiciónNo existen tácticas o estrategias universales en plataformas de anuncios como Google Ads; las decisiones a nivel de campaña (bidding automático, segmentación o creatividades) deben desprenderse directamente de la estrategia global del negocio y de las 4 Ps del marketing.
Like real growth has to be a concerted effort across the business. And you have to have like the four piece of marketing really matter. But like all these things have to be in sync. So once you have the larger strategy in place of a business and the overall marketing team, then you come down to prescribing what needs to be done at the individual channel level, like Google ads, for example. And once you align on the strategy, then the individual tactics that you choose down at the campaign level are almost prescripted by themselves. oh, this is the best strategy for Google ads or this is the…
Escúchalo en el minuto 5:02
Optimizar campañas mediante el entendimiento del balance entre confianza y precisión algorítmica
Canales de adquisiciónEn vez de rechazar la automatización por temor o falta de control granular, el especialista en medios debe entender cómo operan los algoritmos publicitarios (especialmente la tensión entre confianza y precisión) para estructurar mejor la infraestructura de datos, el testing y la asignación creativa.
The whole point of the book is to really frame how the technology works. And a lot of it is focused on bidding, but it's the same principles that now apply to audience targeting and the same thing that applies to creative matching. Because once you understand the complex dynamics of like how any sort of like platform specific algorithm works, Once you understand that there's like two conflicting accesses here of like the confidence of an AI algorithm and also the accuracy of an AI algorithm. So now you know how to like create better data infrastructures and testing protocols and all these…
Escúchalo en el minuto 33:32
La auditoría gratuita como mala práctica de adquisición en agencias
ConversiónLas auditorías gratuitas para captar clientes resultan contraproducentes: o regalan valor estratégico que debería cobrarse, o entregan diagnósticos manipuladores y superficiales diseñados solo para forzar la venta en lugar de construir una relación de confianza como socio estratégico.
I think that as an industry we should abolish the free audit because it's either one of two things. Either one, you're giving away too much value for free that you should be charging for. you're providing no value and that's not an effective way to try and acquire business. And I think it's manipulative to try and use tactics that you often see on these free audits convince a client that entire practice is jaded grimy and unhelpful. it gets away from trying to provide real value and show why you are a good partner
Escúchalo en el minuto 19:15
Estrategia y decisiones de negocioFrente a cambios tecnológicos acelerados como la inteligencia artificial generativa o la puja automatizada, los especialistas en marketing no deben ceder a la presión de dominar la materia de la noche a la mañana. El aprendizaje y la adopción real ocurren al explorar las nuevas herramientas con optimismo, paciencia y una mentalidad de curiosidad abierta.
And my general recommendation is lean in with optimism and patience. And there puts a lot of pressure on marketers to like wake up tomorrow and be the subject matter expert. And I would just challenge you to really be patient when you can and explore these new technologies with a real open mind to be curious and don't be, don't rush to be a subject matter expert tomorrow. It's going to take a while. you really come to this with a childlike mentality of curiosity, that is how you will truly learn and embrace it and truly become a subject matter expert.
Escúchalo en el minuto 35:17
Retención y relación con el clienteCuando entra un nuevo CMO o equipo directivo en una empresa cliente, existe una probabilidad muy alta de perder la cuenta en el transcurso del primer año, sin importar los resultados históricos ni la longevidad de la relación comercial previa, ya que los nuevos líderes suelen contratar a sus propios equipos y proveedores de confianza.
The number one cause that's never going to go away, a new CMO comes in and they put the account up for review. like when a new CMO comes in or a new leadership team comes in, they're probably going to hire their team. to clean house. It's really hard to retain a business regardless of how long you work with them, regardless of how great the performance has been, you're probably going to lose that account at some point over the next year.
Escúchalo en el minuto 20:20
Investigación de mercado y clienteEl comportamiento de búsqueda del consumidor ha transitado históricamente de términos dominados por precio ('cheapest' / más barato) hacia búsquedas orientadas a valor y calidad ('best' / mejor).
Consumer behavior, even on Google, has dramatically shifted and has always been shifting. And there was a paper that they published but they showed that for a long time it was primarily used as a place where savvy consumers were price shopping. The words related to cheap and best, Dominated Google search results So cheap had its long run. And then at a certain point, the term best became much more popular.
Escúchalo en el minuto 9:12
Impacto de optimización de anuncios y compra recurrente en sector hardware
Medición y experimentosA través de la comprensión profunda del comportamiento de compra y la recompra en campañas de adquisición, una agencia logró un incremento del 88% en facturación interanual y un 30% de aumento en rentabilidad global para un cliente mediano en la categoría de hardware/commodities.
longtime client for five years a mid-sized the hardware it was 88% revenue growth year over year and 30% increase in overall profitability on the business of buyers that they click on these ads, but they add these kinds of items to their shopping cart. And this is what generates repeat business.
Escúchalo en el minuto 21:11
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