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Google Ads... Basic vs Advanced Strategies
14 ideas de marketing sacadas de «Google Ads... Basic vs Advanced Strategies», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de canales…
- 14 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 27 min
- Publicada en 2025
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Auditar el tracking de conversiones antes de aplicar Smart Bidding
Medición y experimentosAntes de desplegar estrategias avanzadas de puja automática (Smart Bidding) en campañas publicitarias, es imprescindible auditar y asegurar que el tracking de conversiones sea preciso; si el sistema registra conversiones infladas o duplicadas, los algoritmos de optimización se deterioran y entregan peores resultados.
so basically the algorithm is looking poor and poor and poorer on the conversion tracking and the smart bidding strategies are working less hard because it's getting three conversions even though it's only getting one it's counting three so it's you have to have the foundations right and check all of that first before you can deploy like you've said 80% of the time and I totally agree with you 80% of the time these simple basic foundations to structure getting that right is going to
Escúchalo en el minuto 10:03
Medición y experimentosEn campañas destinadas a la adquisición, contar conversiones como 'Todas' (Every) puede hacer que los algoritmos optimicen hacia clientes existentes que generan múltiples eventos, reduciendo el retorno y limitando la captación de usuarios nuevos.
where there's a a new client where they're conversion tracking super solid everything's in the right place but what ended up happening is they continued to decrease spend month after month because they were getting a lower return on you just export a report to me tell me how much of this is new versus returning customers I said oh it's 80% returning I said that's the problem search has basically boxed itself into getting these people to come back instead of finding new people and uh it's because you've set your conversion tracking to every instead of one it's like a foundational fundamental
Escúchalo en el minuto 17:48
Diagnóstico estratégico del modelo de negocio antes de configurar campañas publicitarias
Investigación de mercado y clienteAntes de crear o modificar campañas pagadas, es crítico realizar un diagnóstico a fondo con el cliente para entender sus objetivos, los obstáculos que ha enfrentado, el conocimiento profundo de su nicho, sus márgenes reales de ganancia y los verdaderos impulsores de ingresos (como la recurrencia o mantenimiento posterior frente a la venta inicial).
actually comes back to before we even jump into Google ads is actually learning to ask the right questions of formulate the strategy that you need to ask what is their goal like what are they looking to achieve number one one what have they been dealing with when it but they can't achieve that so what kind of roadblocks have they had and then but you're the expert on your business and for Success I've got to get some of your knowledge about your business I got understand not only their profit margins but I need to understand the drivers of home equipment but the Big Driver their revenue…
Escúchalo en el minuto 23:02
Medición y experimentosEn lugar de desgastarse buscando que las métricas de conversión de las plataformas publicitarias cuadren de forma idéntica con el CRM o la tienda online, la pauta debe evaluarse analizando la tendencia macro del negocio: comprobar si al incrementar el presupuesto publicitario se observa un crecimiento proporcional en la facturación global y en el beneficio neto final.
each other the big thing is is that whatever is happening inside of Google ads in terms of conver conversion metrics it's important but it's not as important as what's happening in the profit and loss statement and what's happening at that bottom line revenue ads isn't matching what's happening in their Shopify account or what's happening in their Hub hub spot or whatever CRM they're using and I go we don't need it to match all we need to know is are we confident in the the trend line so if we increase spending Google ads by 10% are we seeing a 10% or more increase in business and that's…
Escúchalo en el minuto 20:13
Generar demanda antes de intentar capturarla en Google Search
Canales de adquisiciónNo se debe activar publicidad en Google Search cuando el volumen de búsqueda mensual es muy bajo (por ejemplo, alrededor de 100 búsquedas); Google Search sirve para capturar demanda existente, por lo que un negocio primero debe generar demanda mediante otros canales antes de poder capturarla en el buscador.
search volume here uh knowing if a business should even go to Google Search you know uh there's several businesses that want to go to Google Search but the average you know monthly search is like a hundred it's like hey you have to work on generating demand before you start capturing it and uh you know I think
Escúchalo en el minuto 13:02
Dominación del carrusel de Google Shopping mediante múltiples variantes de producto
Canales de adquisiciónPara capturar la mayor parte de los clics y desplazar a los competidores en búsquedas transaccionales de Google Shopping, se pueden configurar múltiples variantes de los productos más vendidos en la tienda online y distribuirlas en campañas estándar independientes, ocupando varias posiciones simultáneas en la primera página.
setting diff you know four different of about 40% and then set up different variants within Shopify and what I ended up doing was basically taking control of the first page of Google shopping and so that kicked out all of my competitors so that when people would go most people are not swiping they're just seeing what's on the page and they're going to go and click and make a decision so I basically dominated the first page of correct specific products so I had about six seven products and then basically duplicated them so there were different variants so multiple variants per product does…
Escúchalo en el minuto 5:07
Oferta y precioEn modelos de negocio con ingresos recurrentes (mantenimientos, consumibles o suscripciones), la venta inicial puede ejecutarse a coste o con un ROAS bajo, ya que el verdadero motor de rentabilidad proviene del ciclo de vida del cliente.
on trying to get their initial sale as high as possible I said no what we need to focus on is because the money in your business is your ongoing maintenance so as long as we're running cost price but as long as we did it there that's building the business because as as many as once you sell that unit you know that you've got I think it was like a three-year maintenance plan which was where the real money in the puzzle came out so that's what I really drive down is I really want to find out what is the revenue driver in the business because that's that's how we're this look better but…
Escúchalo en el minuto 25:05
Canales de adquisiciónCampañas automatizadas como Performance Max o Demand Gen dependen de la ingesta de datos estructurados para optimizar. Lanzarlas desde cero sin alimentar previamente la cuenta con datos de conversión de campañas base (como Búsqueda o Shopping) provoca ineficiencias graves.
on it is they work best when you're feeding in the right data and giving it the right structure and the biggest problem I see in Google ads at the moment now is people starting off with campaigns like performance Max like intent traffic but starting off with these campaigns without feeding any data for me that's how Google ADS works if you're not feeding in data that's why I years ago because that's if you're not feeding in that conversion data you're always going to run into problems and I
Escúchalo en el minuto 15:07
Canales de adquisiciónUtilizar palabras clave en concordancia amplia (broad match) junto con la estrategia de puja 'maximizar clics' suele resultar en una pérdida de presupuesto, ya que el sistema compra tráfico genérico y de baja intención sin optimizar hacia la conversión.
they're trying to leverage broad match with maximized clicks it's like you know you're just handing Google a bunch of money if you're using those two things
Escúchalo en el minuto 17:15
Canales de adquisiciónLas estrategias publicitarias avanzadas no deben aplicarse de forma estandarizada a cualquier escenario; su diseño e implementación deben originarse como respuesta a un problema concreto detectado en la cuenta o en la dinámica comercial de la empresa.
yeah yeah so I think first to back up when it comes to Advanced strategies it's not like you should take one Advanced strategy and apply it to every single situation and Circumstance so the advanced strategies and things that I think about comes out of this you know real kind of issue that I'm seeing either within an ad account or within a business now obviously if there's a business problem that has to get solved
Escúchalo en el minuto 2:02
Gestión holística de campañas en Google Ads frente al trabajo en silos
Canales de adquisiciónLos distintos formatos de campaña en Google Ads (búsqueda, shopping, YouTube) no deben tratarse como silos independientes, ya que interactúan conjuntamente dentro de la cuenta publicitaria para impulsar o frenar los resultados del negocio.
of people think about search and shopping and YouTube as kind of siloed but when you have all of these campaigns running together in an ad account they're going to be working together to either achieve your goals or not depending on how it's set up and so uh
Escúchalo en el minuto 1:38
Diagnosticar el rendimiento cruzando la relación entre métricas
Medición y experimentosEvaluar métricas individuales de forma aislada (como CTR, cuota de impresiones o tasa de conversión) no basta para optimizar campañas; es necesario analizar cómo interactúan y se impactan entre sí para poder diagnosticar la causa raíz de los problemas de rendimiento.
the metrics and when I say people I think many Google ads professionals would you know know clickthrough ratio they know search impression share they know conversion rates but they haven't taken the time to put those metrics together to understand when I'm seeing these metrics that's what I need to out there you have to kind of put a lot of pieces together in order to understand how this metric impacts that metric and so I think yeah it's it's
Escúchalo en el minuto 12:19
Canales de adquisiciónLas estrategias avanzadas o 'hacks' en Google Ads no funcionan si los problemas de fondo del negocio —como una baja tasa de conversión, problemas en la landing page o la falta de encaje de la oferta— no están resueltos previamente; las tácticas avanzadas son únicamente combinaciones de principios fundamentales aplicadas sobre una base sólida.
business circumstance what are you and there was other fundamental issues that were really the issue that needed to get solved before deploying something strategies is that for me advanced strategies are purely stacking up a foundational Google ads principles on top of each other to make it work for looking at is looking at the core issue of what is the business's issue you've strategy when they don't understand the foundations of how Google ADS works and so they're looking for a an advanced strategy to solve real foundational you know issues and problems when it's just know the conversion…
Escúchalo en el minuto 6:27
Incremento de facturación de 8.000 $ a 34.000 $ en 5 días vía Google Shopping
Canales de adquisiciónLa estrategia de saturar las posiciones de la primera página de Google Shopping con variantes de producto multiplicó los ingresos de 8.000 $ a 34.000 $ en un periodo de cinco días (del 2 al 7 de diciembre).
tremendous results so we went from December 2nd To December 7 and we just not doing well 8,000 and then increased to 34,000 and so that was a strategy
Escúchalo en el minuto 5:41
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