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From Views to Sales: Winning with YouTube Ads
15 ideas de marketing sacadas de «From Views to Sales: Winning with YouTube Ads», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de…
- 15 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 29 min
- Publicada en 2025
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Estructuración de embudo completo mediante secuencias de anuncios de video
Canales de adquisiciónUna campaña de secuenciación de video permite recorrer todo el embudo dentro de un único grupo de anuncios: comenzar con videos centrados en puntos de dolor y soluciones para generar interés, continuar con pruebas sociales como testimonios o historias del fundador para construir confianza y autoridad, y cerrar la secuencia con una oferta o descuento directo para convertir.
those up or, structuring those? Well, within, a sequencing campaign, typically you can only set up one ad group. And so within that ad group, you set up all your sequencing rules. try and hit some of the, the pain points and solutions, you know, might be a core concept to home for them, then maybe you hook that intro with that problem that really speaks to whatever And then get into the, whatever the solution is to that particular problem. It's usually a pretty path, you can then hit them with testimonial videos that like really fires up the, the trustworthiness. You can have like a, um, like…
Escúchalo en el minuto 10:36
Medición y experimentosLos formatos de video y branding (como YouTube Ads) operan en un entorno de baja atribución directa en comparación con los anuncios de búsqueda por clic; su impacto real debe medirse a través de estudios de incrementalidad y correlación con el volumen general de ventas, en lugar de esperar una atribución directa e inmediata por conversión.
And it just comes down to, I think, for the search marketers that are going to be successful in the future are going to be ones that are going to start to really look at and be able to not only see how YouTube works, but articulate it to the client. And I think that's going to be the big challenge of really articulating the benefits through because you can't just go, hey, look, you spent $10,000 and you got $30,000 back. You don't sometimes get that in game with YouTube. And I think it's such an interesting way to think about it and really hits home with – because you're such a…
Escúchalo en el minuto 26:01
Medición y experimentosLos formatos de video y branding (como YouTube Ads) operan en un entorno de baja atribución directa en comparación con los anuncios de búsqueda por clic; su impacto real debe medirse a través de estudios de incrementalidad y correlación con el volumen general de ventas, en lugar de esperar una atribución directa e inmediata por conversión.
And it just comes down to, I think, for the search marketers that are going to be successful in the future are going to be ones that are going to start to really look at and be able to not only see how YouTube works, but articulate it to the client. And I think that's going to be the big challenge of really articulating the benefits through because you can't just go, hey, look, you spent $10,000 and you got $30,000 back. You don't sometimes get that in game with YouTube. And I think it's such an interesting way to think about it and really hits home with – because you're such a…
Escúchalo en el minuto 26:01
Métricas clave para medir el rendimiento de anuncios en YouTube
Medición y experimentosA diferencia de las campañas de Search donde el clic mide de forma inmediata la intención, el éxito en YouTube Ads debe evaluarse mediante métricas de atención y consumo visual: tasa de visualización (View-Through Rate), CPM, coste por visualización (CPV) y los porcentajes de retención de video alcanzados (25%, 50%, 75%).
of Google Ads campaigns. And the first thing we want to talk about is why a click-focused mindset probably shopping as well. And those are very like click-based environments. Those are environments where the click is the, one of the primary measurements and you're able to gather intent from the click. Yeah. When you're thinking about YouTube, it's, visual and people are the engagement is, is based on how long they're watching it for and how many of your videos they're watching over time and things like that. So it's very, very different from a click where a click is it can really depend on…
Escúchalo en el minuto 1:33
Medición del impacto de YouTube Ads mediante señales combinadas y búsqueda de marca
Medición y experimentosNo evalúes las campañas de YouTube o Demand Gen de forma aislada por su rentabilidad directa inmediata. La atribución directa es limitada, por lo que se debe medir el impacto combinando estudios de Brand Lift, encuestas post-compra («¿cómo nos conociste?») y el incremento en el volumen de búsquedas de marca en Search Console y Google Ads.
Because a lot of the times I know the biggest resistance we've had, we've had really had to take our clients and business that we work with on a journey is don't look at the YouTube or the demand gen campaign line by itself, because it won't report a profit or it may not report a profit. Totally. Yeah. This is like, I think one of the trickiest things and tends to be one of the biggest things that it prevents people from really getting into it and maybe stopping advertising on Aka. And I've experienced it a lot. And, you know, I think it's just really critical. Like, obviously, all of the…
Escúchalo en el minuto 20:19
Estructura de testeo inicial para anuncios de video in-stream en YouTube
Canales de adquisiciónAl iniciar campañas in-stream en YouTube, se recomienda partir con creatividades de unos 30 segundos de duración, probando entre 3 y 5 ángulos conceptuales distintos y testeando al menos 2 variaciones de gancho (hook) por cada concepto.
Yeah, really good question. So I would probably start on the around 30 second mark, ideal if you have at least three different angles that you're focusing on that are at least 30 seconds in duration. And each of those, perhaps you're A-B testing two different hooks on each one as well. So it's like, you have at least, you know, three to five, let's say net new different angle creatives. And then each of those iterations of like hooks that are really trying to bring people in and hold you're potentially also testing another two or three hooks or angles within those core concepts.
Escúchalo en el minuto 7:28
Medición y experimentosLas métricas reportadas dentro de las plataformas publicitarias (como el ROAS en Google Ads) son exclusivamente direccionales para la optimización táctica y no reflejan la rentabilidad real del negocio; la evaluación del éxito publicitario debe correlacionarse directamente con el estado de resultados (P&L) y los números financieros globales de la empresa.
I think the real movement is for anyone who wants to be successful with Google Ads moving forward is – because we're talking with this with clients all the time. And I think if you're not asking for that much data, you're probably looking in the wrong areas. We're going, look, because what we need to know is we don't see the rawest metrics in Google Ads. But if you're reporting a 500%, it's like I don't think that you're making 500%. I want to know what the real numbers are. It needs to be accurate, but it's just so you can find the trend line so that you know, well, when we increase this…
Escúchalo en el minuto 27:46
Consolidación de presupuesto en una sola campaña para acelerar el aprendizaje en YouTube Ads
Canales de adquisiciónCuando se opera con presupuesto limitado en YouTube Ads, conviene agrupar las pruebas en una única campaña y organizar los diferentes conceptos creativos en grupos de anuncios, ya que el algoritmo acumula y optimiza los datos de aprendizaje a nivel de campaña.
campaigns, just like any other Google ads campaign, they, they generate a lot of the learning data at the campaign level. So if you can have a single campaign and you're operating on whatever your budget might be, it's a limited budget. You probably want to try and get started within a single campaign. And if you perhaps have different creatives set up at the ad group level, so then you're testing like at least, you know, a couple of creatives, a couple iterations of those creatives with each of your core concepts representing an ad group, then you're able to generate lots of data and…
Escúchalo en el minuto 8:51
Canales de adquisiciónAl expandir cuentas de anuncios rentables (como Google Search o Shopping) hacia formatos de video en YouTube, se recomienda destinar entre un 5% y un 10% del gasto total como presupuesto de prueba para recopilar datos y generar aprendizajes antes de escalar.
So we've got a bit like, let's just say it's an e-commerce brand. They're spending say $20,000 a month on Google ads, but it's purely at the moment in search shopping performance backs. They wanted to start going into video. If you were managing that account, what would you be recommending around video in terms of percentage of their total spend, taking into account that they're doing good results with that 20K spend at the moment? Yeah. So would you be saying that they should add an extra five to 10% video or what's kind of the range there? That's a really great question. So it depends on…
Escúchalo en el minuto 15:26
Comenzar con campañas Demand Gen antes de escalar en YouTube puro
Canales de adquisiciónSi nunca se ha hecho publicidad en YouTube, es preferible iniciar con campañas de Demand Gen en Google Ads en lugar de YouTube directo, ya que cubren más ubicaciones, generan datos de clics y conversiones de respuesta directa más rápido y a CPCs bajos, sirviendo como base de datos para luego estructurar campañas de YouTube optimizadas a CPM o CPV.
That's a really great question. And so I, I'm a big proponent of demand gen campaigns. I really like them. If you're thinking about them through the lens of, do I run on YouTube or do I run on demand gen? Probably if you've never run on YouTube, start with demand gen. Because it is, first of all, it covers kind of a greater level of placements, lets you generate more click data, lets you generate more conversion attribution and more kind of a direct response type conversions that you might be used to from like a search or a shopping type ad that gives you faster, better data feedback. And…
Escúchalo en el minuto 13:53
Caída de hasta el 44% en clics de búsqueda por la evolución de las IA
Canales de adquisiciónA pesar de que el volumen global de búsquedas en Google sigue aumentando, algunos sectores registran caídas de hasta el 44% en clics según datos de WordStream, debido al auge de herramientas como ChatGPT y las respuestas directas generadas por IA (AI Overviews).
trends which are coming in line that, yes, we are seeing an increase in the number of Google searches even over the past 12 months, but a key difference here is that we're actually seeing the number of clicks rapidly decreasing. With WordStream reporting that WordStream have seen some industries seeing up to a 44% decline in clicks. And that's why I invited Craig Graham on so that we can take
Escúchalo en el minuto 0:43
Estrategia de contenidosPara anuncios de video en plataformas como YouTube o Shorts no es indispensable una producción cinematográfica ni agencias caras; grabaciones sencillas con smartphone o demostraciones de producto con voz en off pueden superar a piezas complejas siempre que cuenten con buen audio, autenticidad y una intención clara alineada a la audiencia.
So let's talk about creative quality. So, you know, let's talk about a smaller brand. Do you see that you'd need an external agency in there? What are kind of the levels? Like, can you do a YouTube campaign if you've only got like a GoPro or iPhone, or you do think that you do need some, some high levels of quality there? Yeah. You know, I guess, I mean, you can really generate some pretty high quality, even with your iPhone or GoPro, and it can really come down to being intentional about what you're doing and just closely mapping whatever content you're trying to produce to the type of…
Escúchalo en el minuto 17:27
Efecto multiplicador de YouTube Ads en la reducción del CPA global
Canales de adquisiciónGenerar volumen en la parte alta del embudo con YouTube Ads a un costo por vista relativamente bajo impulsa el rendimiento de los demás canales y reduce el costo de adquisición general a lo largo del tiempo, ya que un porcentaje de esa audiencia educada termina convirtiendo más abajo en el embudo.
And the thing about YouTube, if it's really effective, it's like kind of helping all of your channels rise, right? Because it's really generating that awareness across everything. And one of the biggest impacts that you tend to see if you're doing really well on YouTube is because you're filling that higher funnel and at a relatively less expensive cost per view than you would from like a cost per click from like a search campaign. You're able to just generate so much volume of views and people that are then engaging with your brand at a relatively lower cost that those people, X percentage…
Escúchalo en el minuto 23:30
Benchmark inicial de retención de video: alcanzar entre 50% y 75% de visualización
Medición y experimentosEn campañas de video sin datos históricos previos, un punto de referencia inicial razonable es apuntar a que la audiencia alcance entre el 50% y el 75% de retención o tiempo de reproducción del anuncio.
Yeah, for sure. I mean, it would be great to have anything over like 50 to 75%. And it's all from somewhere, wherever you have it, if you have it. But if you don't, then starting at some kind of a benchmark, like let's at least get to a 50%, let's say video view to 50%. And to be able to do that,
Escúchalo en el minuto 5:12
Caída de hasta el 44% en clics de búsqueda por resúmenes de IA
Canales de adquisiciónAunque el volumen de búsquedas en Google sigue aumentando, los resúmenes y funciones de IA (AI Overviews) están provocando reducciones de hasta un 44% en los clics en ciertas industrias.
But with what's happening, I think one of the core metrics that I've seen coming out that I don't think has got a lot of attention yet is everyone's sort of going, oh, Google search is increasing. Google search is increasing in terms of the numbers, but I think it was WordStream released data that up to 44% less clicks in some industries. So it's really, really going into, yeah, the volume of search is increasing, but with AI overviews and AI mode, which is going to get more and more, they're already starting to see a large reduction in clicks.
Escúchalo en el minuto 24:42
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