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Get Higher Quality Leads with Google Ads [Offline Conversion Tracking]
17 ideas de marketing sacadas de «Get Higher Quality Leads with Google Ads [Offline Conversion Tracking]», de Aaron Young | Google Ads | Define Digital…
- 17 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 35 min
- Publicada en 2025
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Canales de adquisiciónPara evitar que Performance Max absorba y canibalice el tráfico de búsqueda de fondo de embudo (bottom-of-funnel), se deben aplicar reglas de contención: igualar el CPA objetivo entre Búsqueda y PMax, o configurar la campaña de PMax para que puje exclusivamente por adquisición de nuevos clientes.
is that is making sure correct, if you're wrong, that your target CPAs, the same between search and PMAX. Is that correct? we actually get to the same, the same level. So what I would generally do is that I would start with a search campaign, go on the board, build out some exact match. And then what I do when I instigate a performance max campaign, I'm setting that as a secondary campaign and adding that to bid for only for new customers. That then allows me to, I don't have to worry about the kit, the target, the target CPA matching, uh, because I've sort of segmented out the performance…
Escúchalo en el minuto 15:30
Priorización de campañas de Search sobre Performance Max mediante palabras clave y pujas equivalentes
Canales de adquisiciónPara conservar el control granular y la relevancia de los anuncios al ejecutar Search y Performance Max en simultáneo, añade las consultas de medio y alto volumen directamente como palabras clave en Search e iguala los objetivos de puja (como Target CPA) en ambas campañas para equilibrar el Ad Rank y permitir que Google priorice Search.
search or you let them run together? Yeah. So what I like to do, uh, I'm really aware of the, the keyword prioritization and the internal keyword prioritization that Google uses. And what I like to do is I like to prioritize my search campaigns over performance max, just for the sake of, well, granularity, uh, insights control. So in order to do that, I make sure to try to add as many as relevant mid to high volume keywords to my existing, uh, search campaigns. Because if they have a proper match to the search query, those will get prioritized over performance max first. And what I also try…
Escúchalo en el minuto 12:50
Consolidar campañas en Google Ads mediante personalizadores y URLs a nivel de palabra clave
Canales de adquisiciónEn lugar de hipersegmentar las cuentas en múltiples grupos de anuncios temáticos, conviene consolidar las campañas en uno o muy pocos grupos de anuncios y usar personalizadores de anuncios (ad customizers) junto con URLs finales a nivel de palabra clave en los RSA. Esta estructura simplifica la gestión y alimenta mejor al algoritmo manteniendo la relevancia del mensaje.
structuring my accounts is that it comes down to, uh, simplicity. Accounts are becoming really, really simple. So previously my accounts were very much segmented out just like yours, I reckon. But right now, right now, well, from two years ago, I started to consolidate them, consolidate them more. And now most of my accounts are heavily, consolidated. And what I mean by that for most Legion accounts, uh, sometimes I've, I've got one campaign with one ad group with my most relevant keywords within that particular ad group where I'm utilizing final URLs on the keyword level plus ad customizers…
Escúchalo en el minuto 30:18
Medición y experimentosPara maximizar la tasa de coincidencia en el seguimiento de conversiones offline de Google Ads, se debe utilizar Google Click ID (GCLID) como método principal por su mayor precisión, y configurar Enhanced Conversions for Leads (EC4L) como método de respaldo automático cuando el GCLID no esté disponible.
So, uh, we've got Google click ID, which is the OG method when it comes down to your online conversion tracking. It's also my go to one because I think the match rates, it's not what I think, uh, the match rates are still the best. If you compare it to enhanced conversions for leads, which is the second option that we have right now, Google is trying to push us quite heavily towards, uh, EC4L enhanced conversion for leads. But I think if you compare the match rates, uh, between the two, we'll click at these versus enhanced conversion for leads. There's one clear winner, which is the OG…
Escúchalo en el minuto 3:11
Escalonamiento progresivo para captación de leads en Google Ads: de Search restrictivo a Performance Max
Canales de adquisiciónPara campañas de captación de leads en Google Ads, es recomendable iniciar de forma conservadora únicamente con Search en concordancia exacta y de frase. Una vez alcanzada la eficiencia esperada, se debe experimentar de forma progresiva con Dynamic Search Ads (DSA) y concordancia amplia antes de incorporar Performance Max como una tercera etapa para expandir la cobertura.
adding in a performance max campaign? Yeah. So when it comes down to campaign times first for Legion, I like to start with a proper search setup. So I like to start off relatively conservatively. So what I try to do, especially if it's an existing account, but also a new account, run through your search and reports, uh, do a proper keyword, uh, keyword planner, keyword research, uh, and make sure that your keyword targeting is tight, uh, tight in terms of keyword targeting, but also tight in terms of the match types you use. So I like to start off with exact last phrase match and make sure to…
Escúchalo en el minuto 11:08
Implementar seguimiento de conversiones offline antes de usar Performance Max en lead gen
Canales de adquisiciónEn campañas de captación de leads con Google Ads, optimizar únicamente por el envío de formularios web induce al algoritmo a generar spam; es imprescindible integrar conversiones offline conectadas al CRM para que el sistema aprenda sobre leads reales y de valor.
gives you is so important because if you're only giving Google the, you know, who's filling out a form, it thinks it's doing a good job. And for me personally, now I won't start a performance max campaign if we don't have offline versions running in the account. I've just seen too many cases of you get more leads, but it's just high spam and it's just not worth it for the business.
Escúchalo en el minuto 6:09
Riesgo de usar campañas con IA en captación de leads sin seguimiento de conversiones offline
Canales de adquisiciónActivar campañas automáticas o basadas en IA (como Performance Max o Demand Gen) en modelos de captación de leads sin configurar conversiones offline provoca un aumento masivo de leads basura o spam, debido a que el algoritmo optimiza solo por volumen superficial (formularios o llamadas) sin información sobre cuáles cierran en ventas.
lead generation campaigns. For me personally, if you don't have online conversions set up correctly inside of your Google Ads account and you're operating in lead generation, I would recommend moving into Performance Max or Demand Gen or any of these AI generated campaigns or features. And the reason for that is because for these campaigns and features to work properly, it needs to have the conversion values in. Whereas for lead generation, I've seen time and time again for lead generation brands that when they've gone to Performance Max too early and they're only tracking phone conversions…
Escúchalo en el minuto 0:19
Condiciones previas para activar Smart Bidding: tracking completo y metas de negocio documentadas
Medición y experimentosNo se deben encender campañas automáticas o de Smart Bidding sin contar previamente con medición online/offline completa y con metas claras de rentabilidad y crecimiento (CPL, CAC o ratio LTV:CAC) acordadas y documentadas por escrito con los responsables del negocio.
Good question. So multiple, multiple answers over here. So what I like to have in place first is a proper conversion tracking setup. That's always a 100% must have. Yeah. Online conversion actions through regular Google tags, but also offline conversions through offline conversion tracking. When it comes down to lead gen, SaaS, but also for e-com if you're doing, well, propometric stuff, then obviously you need to have in place your, uh, your goals and your targets. That's my second requirement. Otherwise I'm not launching any campaigns. So I need to make sure to know what my particular…
Escúchalo en el minuto 8:24
Optimización y testeo de copys mediante métricas a nivel de asset individual en Performance Max
Medición y experimentosEvaluar el rendimiento y experimentar con copys en Performance Max analizando métricas de conversión, clics, CTR y ROAS desglosadas a nivel de cada titular y descripción individual (incluidos los activos generados automáticamente), sustituyendo la necesidad de tests manuales de variantes de anuncios.
if you go into your asset groups to see if you've got it active yet, go into your view details and then you can add in the extra columns and you can see your clicks, conversions, click to ratio, cost per conversion, ROAS, whatever you want to see at the headline level, the description level. Yeah. And even so Google's already giving it for automatically created assets. So the headlines that they're creating, you can actually see the results. So yeah, that's such a good update. anymore. I'm just using that process of testing the headlines. Yeah. So it's going to open up so many more different…
Escúchalo en el minuto 18:33
Priorizar la captura de demanda en el fondo del embudo antes de escalar hacia Demand Gen
Canales de adquisiciónEn Google Ads conviene estructurar la inversión desde el fondo del embudo hacia arriba: primero consolidar la eficiencia y rentabilidad en Search, y reservar tipos de campaña de parte alta (Demand Gen, Display o Video) únicamente para cuando la captura de demanda existente esté saturada y se requiera expandir el mercado.
trying to achieve. Uh, it also really depends on the maturity of the customer that I work for. Generally speaking, I tried to launch in the bottom of the funnel and I tried to work my way upwards. Yeah. That's I think also the most logical way to approach things and campaign types like the mountain gen campaign types like display video are reserved for the wall, uh, more mature face. When customers are trying to grow, they're trying to grow beyond their current existing fishing pond, which is the search. Um, yeah, for those customers, I tried to sprinkle in upper funnel campaign types like…
Escúchalo en el minuto 23:47
Configuración de conversiones offline como primarias o secundarias según el volumen
Medición y experimentosSi el volumen de conversiones offline es suficiente para alimentar los modelos de Smart Bidding, deben configurarse como acción de conversión primaria; si el volumen es bajo, deben mantenerse como conversión secundaria para atribución y reportes sin desestabilizar el algoritmo de puja.
If you're doing well, proper volumes and you're, able to, push offline conversions in, well, the volumes you need to properly, well, use that as input. I think offline conversion tracking is a must to have in place and also utilize it as a primary conversion. If you're not pushing the volumes needed to properly, well, instruct the smart bidding algos, you should still, I think, manage and utilize offline conversion tracking, but maybe utilize it as a secondary conversion just for reporting purposes, so to say.
Escúchalo en el minuto 6:42
Evaluar campañas Demand Gen con métricas de backend e incrementalidad
Medición y experimentosLas campañas de Demand Gen en Google Ads suelen atribuir conversiones mediante visualizaciones comprometidas (engaged-views) e impresiones, lo que puede distorsionar el reporte en la interfaz de usuario. Para evitar optimizaciones erróneas de presupuesto, se debe medir su impacto mediante métricas internas de negocio (backend) y análisis de crecimiento incremental.
demand gen, but also different upper funnel campaigns are, uh, is the way they're attributing conversions. Uh, so for example, demand gen, they, at least in my, from my experience, uh, they have a way of really attributing conversions towards engaged fuel conversions, uh, for example, and also And if you're trying to utilize demand gen in a performance-based way, performance-based manner inside Google ads, you might be leveraging in it in a wrong way, which could really harm the way you spend your money. Uh, so I think if you're going to utilize campaign types like those, uh, you need to…
Escúchalo en el minuto 25:57
Estructuración de cuentas de Google Ads con Búsqueda como núcleo y PMax como red complementaria
Canales de adquisiciónLas campañas de búsqueda deben ser el tipo de campaña principal debido al control sobre mensajes y páginas de destino, mientras que Performance Max debe funcionar como una red de captura secundaria (catch-all), recurriendo a campañas específicas por red (Display o Video) cuando se requiera escalar con control preciso.
flexible in terms of ad messaging, in terms of while landing page starting, et cetera, within a search campaign when you compare it to PMX. So I think we both agree that search should be your primary campaign type. Um, where PMX should be a sort of catch all campaign. That's how I see it. Yeah. At least for, for most of the accounts. And if you're trying to scale beyond that in different networks, I like to basically start throwing in network specific campaign types like displays video in order to have even better control over while at messaging, audience targeting, uh, offers, fun URLs,
Escúchalo en el minuto 17:27
Medición y experimentosEtiquetar las campañas dentro de Google Ads con los objetivos acordados de CPA, ROAS o volumen de conversión permite alinear al equipo de gestión y verificar rápidamente el cumplimiento de metas desde las columnas de la interfaz, evitando desviaciones por cambios de criterio del cliente.
Oh, 100%. You, you need to make sure to, uh, to have that information in place somewhere in a client portal or somewhere in an email at the very least. But what I also like to do for myself, but also for my customers, and especially if you work with different team members as well, make sure to add labels to your account, make sure to add labels to your campaigns where you essentially are able to, to lock the target ROAS, the target CPA, maybe monthly growth goals in terms of conversion volume. So you can easily, well, grab those from a label column. So you can see what
Escúchalo en el minuto 10:16
Optimizar creatividades calculando conversiones o ingresos por impresión por elemento publicitario
Medición y experimentosAprovechar los reportes de rendimiento a nivel de asset (títulos, descripciones o imágenes) para calcular ratios de conversiones por impresión o ingresos por impresión en toda la cuenta permite realizar pruebas creativas más granulares y configurar optimizaciones automatizadas.
proper insights that I could take action on. And right now when Google is dropping asset level insights, like conversions, like, uh, CTR impressions, while we have impressions within certain asset level reports already, you can start to make certain calculations yourself, like conversions per impression or revenue per impression across different assets, across your full account, enabling you to do ad testing on a completely different level. Uh, so I'm really looking RSAs mainly, and then it needs to open up in the API. So you can also try to, well, do some scripting with it and create your…
Escúchalo en el minuto 20:27
Impacto indirecto de Demand Gen en tráfico de marca y reducción de CPC
Canales de adquisiciónLa activación de campañas de Demand Gen en la parte alta del embudo muestra una correlación positiva con el incremento de búsquedas de marca y la reducción general del CPC en la cuenta publicitaria.
conversions. There are some other metrics we look at. I definitely have seen a positive correlation between starting demand gen and seeing a drop in CPC, uh, also seeing an increase in brand traffic. So yeah, there's probably two other things that I do look at inside of Google ads, but in terms of
Escúchalo en el minuto 27:28
Canales de adquisiciónLa evolución de los formatos de Google Ads, como AI Max y Performance Max, apunta hacia un modelo publicitario sin palabras clave (keywordless), donde la IA asume la segmentación y optimización integral mientras los anunciantes ceden progresivamente el control granular de las estructuras de campaña.
like you mentioned already, but based on that feature, you, can see where Google is heading. They're heading towards a keyword less future. Uh, I think, uh, and by enabling AI Max, you're basically going to be utilizing all of their AI related features in one particular campaign type, which is essentially performance max within search. If you're trying to enable it, uh, that's the first step. It still gives you some control over, uh, over well, how you're able to structure your campaign, your account, your ad groups, et cetera. But at the same time, we're giving Google some more control and…
Escúchalo en el minuto 29:26
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