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Google Ads & Competitor Bidding [interview with Navah Hopkins]
23 ideas de marketing sacadas de «Google Ads & Competitor Bidding [interview with Navah Hopkins]», de Aaron Young | Google Ads | Define Digital Academy…
- 23 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 41 min
- Publicada en 2025
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Aplicación de listas de exclusión de marca frente a la concordancia semántica de Google Ads
Canales de adquisiciónDebido a que los algoritmos de Google Ads asocian la intención semántica y no solo términos exactos, es fundamental implementar listas de exclusión de marca y palabras clave negativas en campañas como Performance Max para evitar pujar accidentalmente por nombres de competidores o marcas restringidas.
you you're better off doing that by a negative keyword list not only just keyword targeting because with the with the Google Now targeting obviously the now targeting the meaning of the word not the actual keywords like we've even um brand names as the meaning of motor insurance so it's just something to keep in mind there too that it is the meaning performance Max there is that brand exclusion option which is wonderful you might need to add the brand in as a building the time to put in not only negative keyword lists placement actually add in those exclusions for performance Max because that…
Escúchalo en el minuto 11:37
Probar 'Sentence Case' en anuncios de texto para mejorar la tasa de conversión
Mensaje y copywritingUtilizar mayúscula solo al inicio de la frase (sentence case) en lugar de en cada palabra (title case) puede generar mejores tasas de conversión en los anuncios de búsqueda, ya que proyecta un tono más humano y menos corporativo, además de diferenciarse del formato estándar de los competidores.
was in our ad copy study is that title casing which we all default to yeah uh underperform senten sentence casing which I find mindblowing yeah but I have a suspicion as to why that is we have seen a rise in forums just really taking hold in the search result page and those are much more trusted than corporate websites that very polish buttoned up and so users like the human effect of a sentence versus title casing so that's been a test that I started to run and I've actually seen some pretty decent results um even if the click the rate is marginally lower the conversion rate is actually…
Escúchalo en el minuto 38:44
Usar exclusiones de datos en Google Ads ante fallos o anomalías de medición
Medición y experimentosCuando el rastreo de conversiones se rompe o registra datos incorrectos (como sobreconteo por errores de etiquetado), se debe aplicar una exclusión de datos (Data Exclusion) en Google Ads para indicarle al algoritmo de Smart Bidding que ignore ese periodo y evitar que desvíe presupuesto hacia partes del embudo basándose en un CPA o volumen artificial.
data exclusions um in case you're not aware it's under the tool section in bidding and budgets and it's to make exclusions or adjustments yeah and you exclusions will let you actually tell Google here this during this period of time the conversion tracking was messed up just ignore it don't don't look at it it's not worth factoring in and what that will do is it will help Google don't assume that that cost per acquisition is a correct cost per acquisition don't assume that that conversion volume is actually a reasonable conversion volume for your campaigns so it won't then push budget to…
Escúchalo en el minuto 26:58
Canales de adquisiciónPara evitar solapamientos y optimizar el presupuesto en Google Ads, conviene capturar el tráfico de marca y de alta intención mediante campañas dedicadas de Search o Shopping, mientras que Performance Max se configura con exclusión de marca y puja exclusiva para la captación de nuevos clientes.
about is the way that we roll out performance Max is we also very much use performance Max for for bidding for new customers so we will look to own high intent traffic branded traffic competitive traffic in Search and or shopping and we segment and a performance Max layering on top to go for new customers so we've got only bidding on new customers brand exclusions campaign specific goals so that it's uh it functions out that way
Escúchalo en el minuto 38:13
Mensaje y copywritingEn mercados saturados o ante imitadores, el texto del anuncio debe evitar adjetivos genéricos como 'los mejores' y centrarse en atributos verificables y exclusivos (como normativas o certificaciones) que ningún competidor pueda afirmar legítimamente.
recommend is in ad copy is especially if you're seeing some high competitive markets is get away from generic terms and say something that your your competitors can't say uh so rather than the market and his main point of difference was he was the only brand that actually had it met both the US and European safety standards for hearing so that's what we started marking in there so rather than just saying we the best it would actually go the only muffs baby was more about the safety of the product go to too is is if you've got something that you can say that you know your competitors can't say…
Escúchalo en el minuto 8:59
Asignar entre el 10% y el 20% del presupuesto a Performance Max como capa incremental
Canales de adquisiciónLa asignación de presupuesto más saludable y efectiva para Google Performance Max se sitúa entre el 10% y el 20% del total, utilizándola como una capa complementaria sobre campañas de Búsqueda o Shopping para capturar valor incremental, en lugar de operarla como canal único.
different story this the healthiest budget allocation for performance Max seem to be somewhere around between 10 to 20% of the budget going to Performance Max and the rest being search or shopping or display like running other campaign types and I found that really fascinating because Google was telling us the truth Google said you should not use performance Max on its own performance Max should be layered on top yeah and then the data played out that yes in fact when it's used as a bias-free wild and crazy kind of find that incremental value performance Max does great when you try to make it…
Escúchalo en el minuto 31:32
Canales de adquisiciónLas empresas matrices y franquiciadores deben fijar reglas y penalizaciones explícitas para impedir que sus propios franquiciados o revendedores pujen por términos de marca protegidos, evitando así la autocanibalización y el encarecimiento artificial de la publicidad.
and vice versa on corporate you don't want your franchisees you don't want your your resellers cannibalizing your business the business that you want to own you should own set those rules it is 100% within your purview to say reseller you can bid on whatever you want save for these terms yeah and if I patch you with these terms it's a it's a fine or or we revoke trademark rights for for your ad accounts then they can't work with franchises ask the questions what sort of lines are drawn in competitor of yourself just by accident
Escúchalo en el minuto 10:26
Identificar competidores reales analizando los términos de búsqueda en campañas no de marca
Investigación de mercado y clienteRevisar los términos de búsqueda ('search terms') de las campañas no de marca en Google Ads permite identificar qué competidores asocia el algoritmo como soluciones sustitutas directas a tu producto o servicio.
favorite ways to check is of all things to actually check your Search terms yeah non-branded campaigns and see which competitors naturally come up as the Search terms for your non-branded queries because that will tell you that Google thinks that competitor is a competitor for you and or is a good solution for that product or service of prefer checking the non-branded campaign Search terms first yeah um because that will give you the biggest clues of who Google understands to be your competitor
Escúchalo en el minuto 6:00
Evaluar campañas respetando las ventanas de lookback de 7 a 21 días
Medición y experimentosNo se deben evaluar ni modificar campañas pagadas basándose en los resultados de ayer o de hoy; es indispensable esperar entre 7 y 21 días (según sea ecommerce o lead generation) para que los modelos de atribución y machine learning de las plataformas procesen las conversiones completas.
thinking about e-commerce um there it has a really lovely 7-Day look back window and part of the reason that that AI modeling is a 7-Day is because a e-commerce purchases tend to be faster weeds here is very tempting to look at a campaign and the results for today or yesterday and be really upset that it didn't do anything when in fact you probably need to give it 7 14 even 21 days to really see the results and so the fact that those are the look back windows that Google is using in their AI modeling for conversions gives you really good Clues into how its systems
Escúchalo en el minuto 25:42
Uso obligatorio de atribución basada en datos frente al último clic
Medición y experimentosSe debe prescindir de los modelos de atribución de último clic (last click) en plataformas publicitarias y adoptar la atribución basada en datos (DDA), la cual asigna valor fraccional algorítmico a cada interacción del recorrido del usuario.
data driven attribution which is the default and then you have last click which no one should be on it's still technically there but yeah don't don't be on it and then beyond the data driven attribution which will have that fractional conversion action Associated based off of multiple different factors how Google assigns value to each step in
Escúchalo en el minuto 24:07
Clasificación de pujas de competidores en términos de marca
Canales de adquisiciónLas pujas de competidores sobre términos de marca en PPC se dividen entre tráfico no intencional (generado automáticamente por variantes cercanas, tipos de concordancia y campañas Performance Max) y pujas intencionadas con fines estratégicos: captar clientes en riesgo de cancelación o búsqueda de reseñas, posicionar páginas comparativas directas, o forzar un aumento en los costos por clic.
temps so it's really important to identify when a competitor is actively versus unintentionally or passively Bing on your terms by the nature of close variance by the nature of match types by the nature of performance Max and we'll don't worry it is very easy for a competitor to accidentally be bidding on intentional uh reasons why folks will bid on competitors there's the politician play where you bid on sniping to grab your competitor's leads looking to cancel where they're looking to look mellow there's also going to be comparisons so they might put themselves in a direct head-to-head…
Escúchalo en el minuto 1:15
Estructurar Performance Max con múltiples campañas de un solo grupo de recursos
Canales de adquisiciónEn cuentas orientadas a generación de leads (lead gen), la estructura de Performance Max que logra el mejor rendimiento es configurar múltiples campañas individuales conteniendo cada una un único grupo de recursos (single asset group), superando a las configuraciones de múltiples grupos en una sola campaña.
performance Max campaigns so we had effectively equal groups between our multiple campaign single asset group multiple campaigns multiple asset groups single campaign single asset group single campaign multiple asset groups but performance-wise having multiple campaigns with a single asset group Far and Away was the best performance okay um it is worth again noting this is in a predominantly lead gen oriented cohort said hey it seems like single asset group with multiple campaigns seems to be the way to go so that was kind of a
Escúchalo en el minuto 32:22
La concordancia exacta en Search tiene prioridad absoluta sobre los Search Themes de Performance Max
Canales de adquisiciónUna palabra clave de concordancia exacta en una campaña tradicional de Search siempre gana la subasta frente a Performance Max si coincide con la búsqueda del usuario; replicar esas mismas palabras clave exactas como search themes en PMax impide que esta campaña participe y reduce su eficacia aparente.
error because the way search themes work if you have an exact match keyword and it exactly matches the query that the user is searching that will win every single time there is no world in which the exact match keyword will not serve before performance Max yeah um but suspicion is is that a lot of people were using the same exact keywords that they had on an exact match in performance Max and so like performance Max was never going to have the chance to shine on their search themes and so it was only going to be the keyword L targeting and so that's why you ended up with such weird…
Escúchalo en el minuto 36:22
Medición del video publicitario a nivel cuenta y conversiones post-impresión
Medición y experimentosEl impacto de formatos como video o display no debe evaluarse únicamente por las conversiones directas de su línea de campaña; se debe analizar el rendimiento global de la cuenta antes y después de su activación y monitorear las conversiones post-impresión (view-through).
always really big to is not just looking at the individual campaign life the success of the of the the account like but we don't count the success of it just by what we're seeing in that line so things like you view through conversions and even just looking at the total success of the account before you started U video and after you started video the things that we're looking at
Escúchalo en el minuto 22:35
Asignar valores a microconversiones para optimizar el aprendizaje del algoritmo
Canales de adquisiciónEn ciclos de venta o lead gen, asociar valores de conversión a cada microconversión del recorrido (como completar una prueba o asistir a una llamada comercial) mejora el rendimiento de los algoritmos publicitarios, ya que estos optimizan de forma más eficiente por valor que por simples conversiones binarias.
useful 21 days is still useful to know if someone completed a trial or not 21 days is still useful to understand if someone booked a call with the sales team and showed or no show like you can information and especially if you start putting in micro conversion sort of conversion values uh to go with each step in the journey it actually can be very very powerful because the ad platforms do tend to do better when they interact with conversion valys instead of just yet conversions now when we are
Escúchalo en el minuto 25:11
Aprovechar anuncios de video saltables para construir notoriedad sin costo por salto
Canales de adquisiciónLos formatos de anuncios en video saltables (30 a 90 segundos) permiten transmitir el gancho o mensaje principal de la marca; si el usuario omite el anuncio antes del tiempo requerido, no se cobra la visualización pero se logra impacto de awareness inicial.
ad so yes 100% the 30 to 90 second skippable ads are a steal you get your message out they skip you don't pay you you still have started to kind of get getting into their awareness but when
Escúchalo en el minuto 20:55
Extracción de ideas de contenido a partir de anuncios comparativos de competidores
Estrategia de contenidosMonitorear las campañas de PPC y páginas de aterrizaje comparativas que los competidores construyen contra tu marca permite identificar qué funcionalidades consideran una amenaza competitiva, sirviendo como guía para priorizar tus propios contenidos y argumentos de diferenciación.
comparisons so they might put themselves in a direct head-to-head comparison and looking to see how they do against you and there might be some actually really useful content there um so sometimes it's actually nice to see which competitors will make the active content investment to compare themselves to you to see uh what features uh that you've developed that they think their competitor for so you can almost make that as content ideas for yourself and
Escúchalo en el minuto 2:06
Canales de adquisiciónEn los informes de Auction Insights, si un competidor tiene menos del 10% de cuota de impresiones es una coincidencia natural de subasta y no amerita respuesta táctica; si supera el 20%, la competencia es intencional y conviene adaptar los anuncios para contrarrestar su presencia.
that's really helpful is under auction insights you can see the overlap rate so how often for the same query you both for local services that if the impression share of your competitor is less than 10% and usually these guys are going to be less than 10% yeah it's not intentional like you don't need to go to war with this with this business but for anyone that's above say 20% um that's where it starts being a little bit more intentional and so for those folks you can start to actually weave into your creative hey get the
Escúchalo en el minuto 6:42
Defensa de términos de marca propia en entornos de alta competencia SEM
Canales de adquisiciónEn mercados donde los competidores pujan agresivamente por marcas ajenas, mantener campañas de búsqueda de marca propia es necesario para proteger el tráfico corporativo y controlar los costes publicitarios.
about like aggressive and defensive campaign so I would say you know you're aggressive sometimes you do have customers who actually even want to go out and start going on to other each campaign for I see a lot of benefits for competitive market places I know a lot of brand owners don't like it but having a branded search campaign just so then you can at least control the costs or you can actually see an
Escúchalo en el minuto 14:26
Aprovechar la publicidad en vídeo para diferenciarse de los anuncios de texto de la competencia
Canales de adquisiciónInvertir en publicidad en vídeo (como en YouTube) resulta considerablemente más económico que competir en anuncios de texto tradicionales y permite comunicar mensajes de forma más humana y persuasiva, logrando una ventaja directa frente a competidores que aún no han adoptado el formato.
talking about everyone that has shied away from video has deprived themselves of a super transactional amazing search engine yeah um and discovery engine that's pennies to the dollar compared to it's a lot easier to sell your message in a video where you speak as a human to another human than a little Haiku text ad trying begging for attention in a competitors one way to beat competitors is to be where they're not and most people have not taken the leap into video so if if you can do video you definitely should and honestly think is
Escúchalo en el minuto 18:15
Rentabilidad directa en campañas Demand Gen más allá del branding
Canales de adquisiciónLas campañas de Demand Gen (que absorben las Video Action Campaigns) no solo cumplen una función educativa o de tope de embudo, sino que han demostrado generar ventas directas y un ROAS rentable para e-commerce.
that when video action campaigns got rolled into demand gen a lot of e-commerce folks were very upset because that was an amazing format it drove was actually very pleasantly surprised how much demand genen actually drove return on ad spin that people were actually able to make profit off of what should be top of funnel or introducing and educating not actually get getting
Escúchalo en el minuto 21:23
Inviabilidad de campañas totalmente automatizadas en sectores fuertemente regulados
Canales de adquisiciónLas industrias bajo regulaciones estrictas de cumplimiento (como seguros, finanzas o suplementos) no pueden depender exclusivamente de formatos automatizados como Performance Max, ya que requieren control estricto sobre el orden exacto y la formulación precisa del texto de sus anuncios.
there'll be a need for a level of um exact match targeting and the reason why look at say for example the superannuation niche Insurance niches even in Australia where and and Europe where you get into the regulations around supplements or vitamins there's a lot of industrywide focuses that um companies can't use performance backs because they need to be able to control ad copy even down to the point of they need to be a to control that if this is in headline one this has to appear one two and turn to the text correct for the claims they're making so I'm not on the
Escúchalo en el minuto 16:56
Afrontar la volatilidad en PPC por la tensión entre IA y privacidad de datos
Canales de adquisiciónEn la gestión actual de campañas de PPC, el auge de la inteligencia artificial coincide con mayores restricciones de privacidad que limitan el acceso a datos clave, provocando desajustes en reportes y pruebas; los gestores deben asumir esta volatilidad con perspectiva a largo plazo sin frustrarse por semanas o meses de bajo rendimiento.
one give yourself Grace this is a crazy time to be in PPC and we live in the unfortunate timeline that AI is coming to a head at the exact same time as privacy is coming to a head and so the data we need for AI is now being obscured so all that is to say give yourself Grace do not beat yourself up if things you're testing go sideways or if reporting isn't quite how you imagine looking at um you know everyone has bad weeks and sometimes even bad months uh in campaign performance but yeah look at the long term and obviously yeah just
Escúchalo en el minuto 40:45
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