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Google Ads For Ecommerce: 9 Keys To Success
21 ideas de marketing sacadas de «Google Ads For Ecommerce: 9 Keys To Success», de Ben Heath - Google Ads. Sobre todo de medición y experimentos, canales…
- 21 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 25 min
- Publicada en 2025
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Minar reseñas propias y de competidores para redactar copys de anuncios basados en motivos reales de compra
Mensaje y copywritingAnalizar sistemáticamente las reseñas de 5 estrellas de los clientes y las quejas en las reseñas de la competencia permite identificar los verdaderos motivos de satisfacción y los puntos de fricción del mercado, los cuales deben incorporarse directamente en los textos y creatividades publicitarias.
absolutely fantastic. So, you want to go through those reviews really closely and try and find what are things people themes? And then you want to use that in your ad copy and in your creative and Sometimes it's not that. Sometimes there are things that you didn't really think amplifying this more in our ads, in our a look at competitors. What's the do people say they don't like about your look to include that in your ad copy and that prominently because that's
Escúchalo en el minuto 17:45
Subir el presupuesto de una campaña no rentable empeora el ROAS en lugar de solucionarlo
Canales de adquisiciónEs un error creer que una campaña publicitaria que no genera retorno necesita más presupuesto para funcionar; aumentar el gasto sobre una campaña no rentable amplifica las pérdidas y degrada aún más el ROAS, ya que solo se debe escalar desde una posición de rentabilidad comprobada.
Number eight is to scale from a position incorrect idea that you need to spend a certain amount and that needs to be Google ad campaigns to succeed. This is start running a Google ad campaign. It won't work initially. They won't have a problem here is I'm just not spending enough. I'll go and whack up the budget. And when they do that, nearly always makes things worse from a return on ad
Escúchalo en el minuto 19:28
Medición y experimentosMejorar la retención y el valor de vida del cliente (LTV) permite a un negocio absorber un ROAS de primera compra más bajo (por ejemplo, reducir el umbral de 1.5 a 1.2) sin perder rentabilidad global, desbloqueando la capacidad de escalar agresivamente en adquisición pagada.
might decide to scale even if your return on ad spend is not necessarily where you want it to be because of the LTV factor. Like perhaps your return on ad spend is like a 1.5 and that's not really profitable for your business, but you've done lots of work over the last few months or whatever to improve your LTV to get customers to buy again. You've doubled your LTV and you're like, "Actually, we can afford a 1.5 now. We can afford to go down to a 1.2, for example. Let's go ahead and scale because we've worked on the LTV, which
Escúchalo en el minuto 21:50
Medición y experimentosMejorar la retención y el valor de vida del cliente (LTV) permite a un negocio absorber un ROAS de primera compra más bajo (por ejemplo, reducir el umbral de 1.5 a 1.2) sin perder rentabilidad global, desbloqueando la capacidad de escalar agresivamente en adquisición pagada.
might decide to scale even if your return on ad spend is not necessarily where you want it to be because of the LTV factor. Like perhaps your return on ad spend is like a 1.5 and that's not really profitable for your business, but you've done lots of work over the last few months or whatever to improve your LTV to get customers to buy again. You've doubled your LTV and you're like, "Actually, we can afford a 1.5 now. We can afford to go down to a 1.2, for example. Let's go ahead and scale because we've worked on the LTV, which
Escúchalo en el minuto 21:50
Calcular el costo permisible de adquisición (CPA) según el LTV y no la primera compra
Medición y experimentosEvaluar la rentabilidad publicitaria considerando el valor del ciclo de vida del cliente (LTV) en lugar del ingreso de la primera transacción permite tolerar costos de adquisición (CPA) sustancialmente más altos y desbloquear el escalado en campañas de adquisición.
that as well. And then of course LTV. So there's the AOV, that initial transaction, and then there's how much do customers spend with us over their lifetime. And you may well find that you can afford to spend a lot more to acquire a customer if you take a longerterm approach and think of what do we make back from this customer, not just on that first transaction, but over their lifetime. And that can make your Google advertising a lot easier and a lot more scalable if you uh go about and increase it by four or five times. So, you think, okay, we make $100 AOV, we're willing to pay $30 cost…
Escúchalo en el minuto 6:28
La ley de rendimientos decrecientes del ROAS al escalar inversión publicitaria
Medición y experimentosAl escalar el presupuesto en plataformas publicitarias, el ROAS disminuye de forma natural porque el algoritmo primero agota a los usuarios más predispuestos a comprar y debe expandirse hacia audiencias con menor interés. A pesar de la caída en el ratio, escalar suele ser conveniente porque maximiza la ganancia neta absoluta total (por ejemplo, ganar más con un ROAS de 4x sobre 100.000$ que con un 6x sobre 10.000$).
return on ad spend decreases the more you spend. And that happens because Google's really, really good at putting your ads in front of the best possible prospects for your products. And when you're spending a small amount, it's just advertising to those people. As you spend more, yes, you're advertising to your keenest, your best possible prospects, but you're also then advertising to people that are still pretty interested, but not quite as much. And then the more you spend, you go to people that are kind of interested, but not quite as much. And then you spend even more than that, you go to…
Escúchalo en el minuto 20:04
Condicionar descuentos a un umbral mínimo de compra para incrementar el ticket promedio
Oferta y precioEn lugar de ofrecer descuentos directos e incondicionales, se deben ligar a un gasto mínimo en el carrito (por ejemplo, 'gasta más de X y obtén 20% de descuento'). Esto incentiva al comprador a añadir más productos para desbloquear el beneficio, aumentando el valor medio del pedido (AOV).
Can you offer discounts, but only when people meet a certain AOV target, right? is to have on the website, oh, spend over X, you qualify for free shipping. discount. Spend over X, you qualify for 20% off discount or or whatever it is. It's all about trying to improve AOV.
Escúchalo en el minuto 15:03
Concentrar el presupuesto de adquisición en pocos productos estrella
Canales de adquisiciónPara captar tráfico frío de forma rentable en e-commerce, se debe enfocar el presupuesto publicitario en uno o pocos productos ganadores con bajo coste de adquisición en lugar de dispersar el gasto en todo el catálogo de SKUs.
Number two, don't try to sell too many budgets spread really thinly across lots of different products trying to sell lots of different things. And that's actually not often the best way to go if you want to maximize your return on ad so that you can scale them. We typically find that one, maybe a handful of products, perform way better when it comes to acquiring customers, particularly from cold audiences. And focusing in on those and diverting more budget to those is often a really good move to help improve your turn ad spend, that this one has a way lower cost per purchase, a much better…
Escúchalo en el minuto 2:22
Oferta 'gratis más envío' como palanca de captación masiva y venta cruzada
Oferta y precioRegalar un producto de entrada pidiendo únicamente que el cliente cubra el costo de envío permite captar clientes a gran escala mediante el principio de reciprocidad y activa de forma natural la necesidad de compras complementarias posteriores.
work together. Number five is to use the law of reciprocity. And here's what I businesses running Google Ads. The more you give up front, the more you are likely to get back later on. And there e-commerce space, a free plus shipping offer, so you give something away for free, you just ask your new customer to cover the cost of shipping, the cost of postage is a great way to acquire a ton of new customers, put a lot of goodwill work really well for introducing people to a a new type of thing, getting them of other products very naturally come with that quite quickly, right? And of they're most…
Escúchalo en el minuto 11:59
Comenzar en Google Ads con Search y Shopping antes de activar Performance Max
Canales de adquisiciónLos e-commerce principiantes en Google Ads deben iniciar con campañas de Búsqueda o Shopping debido a su lógica intuitiva basada en intención, evitando Performance Max hasta haber acumulado suficientes conversiones y experiencia previa en la cuenta.
businesses specifically is to start with search or shopping campaigns. When you complicated. So, I think that starting with search and shopping makes a lot of sense for new Google advertisers when it comes to to e-commerce businesses because it's the part of Google advertising that is the most intuitive, that is the easiest to understand. It's easy to understand. Once you've got up and running with that, you've got some success, you've learned the platform a little bit, you've got some experience, and very importantly, you've got conversions built up within your ad account, it can be a great…
Escúchalo en el minuto 0:25
Canales de adquisiciónMientras que la adquisición fría requiere concentrarse en un producto gancho, el remarketing y la retención (mediante catálogos dinámicos, email o SMS) deben abrir el resto del catálogo para mostrar el producto específico que el usuario vio o compró antes.
want to differentiate here between cold and warm audiences because that is better. When we're then advertising to warm audiences, especially people who have bought previously, we will open it up much example, advertise using product cataloges, which is going to take advantage of people that have visited our website. Maybe they've checked out a certain product. Well, we want to use a product catalog in our remarketing so that product is put in front of when it comes to remarketing, we can sell our other range of products. We can use email marketing. We can use SMS marketing. We can remarket on…
Escúchalo en el minuto 3:26
Canales de adquisiciónMientras que la adquisición fría requiere concentrarse en un producto gancho, el remarketing y la retención (mediante catálogos dinámicos, email o SMS) deben abrir el resto del catálogo para mostrar el producto específico que el usuario vio o compró antes.
want to differentiate here between cold and warm audiences because that is better. When we're then advertising to warm audiences, especially people who have bought previously, we will open it up much example, advertise using product cataloges, which is going to take advantage of people that have visited our website. Maybe they've checked out a certain product. Well, we want to use a product catalog in our remarketing so that product is put in front of when it comes to remarketing, we can sell our other range of products. We can use email marketing. We can use SMS marketing. We can remarket on…
Escúchalo en el minuto 3:26
Sustituir rebajas de precio por servicios o añadidos de cortesía en marcas premium
Marca y posicionamientoLas marcas de lujo o de posicionamiento premium no deben recurrir a rebajas directas de precio porque dañan su percepción de valor; en su lugar, deben ofrecer servicios complementarios o regalos exclusivos que eleven la experiencia de compra sin devaluar el producto.
also need to watch out if you are trying to position yourself as a premium luxury brand that maybe just a straightup sale discount isn't the right way to go. Perhaps you can offer someone something and they get something free to come with Like there are additional things you offer free alongside the main thing as opposed to discounting if you are at
Escúchalo en el minuto 16:05
Descuentos selectivos por margen para evitar la erosión del beneficio bruto
Oferta y precioDescontar excesivamente en promociones provoca una competencia destructiva sin margen bruto; es preferible limitar las promociones a productos de alto margen o incluir un regalo de bajo costo por la compra de un artículo con alto margen.
e-commerce businesses doing this and they gain a lot of customers, but often they overdo it. So, they discount too heavily or they're just not as tactical and strategic as I would like them to be with this. So, it's better, this comes back to knowing your numbers, to really customers, but do so in a way that isn't as harmful for your business because you can easily end up with a race to the bottom with your competitors and everyone ends up making no money. Yes, your shift is in volume, but there was absolutely no gross profit in it and there particularly high margin products that you can…
Escúchalo en el minuto 14:14
Retención y relación con el clienteEn lugar de centrar esfuerzos en optimizar y reducir el costo de adquisición (CAC) en un 15-20%, es más rentable y escalable enfocar el modelo en maximizar el valor de vida del cliente (LTV) mediante recompras recurrentes y venta cruzada.
niche, it's rare that they have the lowest cost to acquire a customer, the lowest CAC, which is what most that's not what the best and biggest companies often do. often they actually pay more to acquire a customer because customer acquired. But what they do instead instead of fighting for that 15 20% improvement in cost to acquire a customer, they find a way to massively increase their LTV. So I talked about have five times 10 times the LTV of what you've currently got, that's a much easier and more profitable way to go.
Escúchalo en el minuto 10:15
Comunicar la historia de origen del producto para impulsar conversión y boca a boca
Mensaje y copywritingSi no se construye una marca personal, como mínimo se debe comunicar la historia de origen del producto (por qué y para resolver qué problema personal nació), ya que genera conexión emocional con el comprador y le proporciona una narrativa fácil de compartir con otros.
don't want to go down that route, as a minimum, at least make sure you tell your story. Why did you make these products? People will connect with that. They'll buy it. They'll tell that story to other people. Oh, I bought one of these because of, you know, they made it because of such and such. My wife does eczema and so they created this special type of moisturizer to help their kids
Escúchalo en el minuto 24:39
Un AOV alto es inútil para pauta si el margen de beneficio bruto es reducido
Medición y experimentosTener un ticket promedio alto (como $120) no garantiza rentabilidad publicitaria si el margen bruto es bajo (por ejemplo un 10%, que deja apenas $12 de beneficio bruto por pedido), pues el costo de adquisición de cliente fácilmente superará dicho margen unitario.
also have to think about your margin. It's all very well having an average order value of $120, but if you operate on a 10% gross profit margin, it's going to be very, very difficult to advertise profitably because in that scenario, you only make $12 in gross profit per order. And it could easily cost you more than that to acquire a new customer. So, you need to also know your margins. know
Escúchalo en el minuto 6:03
Oferta y precioEn e-commerce, tener un valor promedio de pedido (AOV) superior a $100 o lo más cercano posible facilita enormemente hacer publicidad pagada rentable; si el producto principal cuesta menos (por ejemplo $40), se debe elevar el ticket mediante paquetes (bundling), compras múltiples, opciones para regalo o productos complementarios.
So, for example, you need to know what's your average order value. And with e-commerce, really, if it can be over $100, fantastic. That's going to make advertising profitably much easier. If not, you want to get it as close to $100 as possible. Obviously, the higher the AOV. Now, if you're in a situation where you your main thing is $40, you're thinking, I'll never hit a AOV of 100 plus. You have to add some other stuff in. Think about bundling, selling multiple items. Can they buy one for them, buy one as a gift? Can you add complimentary products? Can you do other things to increase your…
Escúchalo en el minuto 5:28
Medición y experimentosSe recomienda acumular al menos 100 compras (conversiones) en la cuenta publicitaria antes de lanzar campañas de Performance Max para que sus algoritmos de puja y segmentación automática funcionen eficazmente.
Once you've got more than say 100 purchases, ideally as many as possible, but 100 is about the point we start to think about it. A performance max campaign as an addition can work really and in order for that to work because it uses so much of Google's automatic targeting setup automatic bidding systems automatic placement options like all the things that Google has to work out for those campaigns to work. The more conversion data you have within your ad account, the better. Therefore,
Escúchalo en el minuto 1:34
La marca personal del fundador como palanca de confianza y eficiencia en paid ads
Marca y posicionamientoDesarrollar una marca personal asociada a una tienda online genera confianza a gran escala, permitiendo multiplicar el ROAS frente a marcas anónimas y escalar la inversión publicitaria de 10 a 30 veces más, aunque introduce mayor fricción si se busca vender el negocio en el futuro.
nine, and this is an unusual one for e-commerce businesses, is to build a personal brand. That's not something the ones that the results just absolutely fly and typically when a celebrity is either a part of the company or heavily involved in endorsement. Having a following, having the connection with an audience ideally as one of the business owners is it's competitor's products, the trust element is huge. And a personal brand is trust at scale. They're going, I'm going to it's something that I've just seen it so many times where we've had a business you know you have two very similar…
Escúchalo en el minuto 22:22
El storytelling del origen del producto fomenta la compra y el boca a boca
Mensaje y copywritingIntegrar la historia y el propósito detrás de la creación de un producto genera una conexión emocional que motiva a los clientes a comprar y a compartir activamente esa recomendación con otros, incluso sin necesidad de desarrollar una marca personal compleja.
she really connects with that story and you've connected but she'll buy the product and then she'll tell me and other people why she has because it's the story. to at least do that even if you're not going to go ahead and build a a fullon personal brand, but that's what
Escúchalo en el minuto 25:06
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