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Google Ads Has Changed. Have You?!? [Inside Google Ads Episode 134]
18 ideas de marketing sacadas de «Google Ads Has Changed. Have You?!? [Inside Google Ads Episode 134]», de Jyll Saskin Gales | Google Ads Coach. Sobre…
- 18 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 37 min
- Publicada en 2026
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Medición y experimentosAntes de optimizar palabras clave o creativos en Google Ads, se debe estructurar la estrategia de conversión: definir qué acciones son primarias frente a secundarias y configurar microconversiones adecuadas. La configuración de conversiones altera directamente el comportamiento de optimización del algoritmo publicitario.
that I teach a lot of my clients now that I've spoken about in my podcast as well is the idea Here's a purchase. Here's a phone call done. Move on to Google ads. But the way you set up your conversions, what is primary versus secondary in a different campaigns have different actions and using micro conversions, something that's not the end goal, but a good signal on it. Like there's so many settings and options that you can actually fundamentally change your Google ad strategy just by changing your conversion setup for better and for worse. And so although it's sort of the and I do about…
Escúchalo en el minuto 5:46
Canales de adquisiciónCuando la inteligencia artificial asume la ejecución táctica en la compra de medios, el rol humano se desplaza hacia la estrategia a través de las '3 C': seguimiento preciso de conversiones de valor real (conversion tracking), integración de datos propios de clientes para entrenar los algoritmos (customer data), y definición de la creatividad con los mensajes clave (creative).
You have the simple answer and then the longer answer. The simple answer is that the human needs to do the strategy and the AI can do the execution. And that is not unique to Google Ads at all. So tactically, what that means in Google Ads is control today means controlling the information you give to AI. And so the number one thing in Google Ads and all ads is conversion tracking. leveraging your customer data, importing your real customer data into Google Ads so that those bidding algorithms and targeting algorithms have your own personal business context to learn on. And then the creative…
Escúchalo en el minuto 2:59
Benchmarking creativo mediante el Google Ads Transparency Center
Canales de adquisiciónPara diseñar anuncios que destaquen, se debe auditar el Ads Transparency Center de Google no solo investigando a los competidores locales directos, sino también a empresas del mismo sector en otras ciudades o regiones geográficas.
or they're not going to convert. And so one of the most underrated tools is what I call the Google ads library. The official name is the Ads Transparent Center. And so you can go there, you can see what your competitors search image and video ads look like. And then you can also go and see what the ads look like, maybe not from competitors, but from people who do what you do somewhere else. So like, let's say you're a plumber in Alabama, go look at plumber ads in New York, in California, in Wyoming, you know, it doesn't always have to be a direct competition thing. And same with image ads and…
Escúchalo en el minuto 7:56
Asignar micropresupuestos a anuncios de notoriedad para influir en las decisiones guiadas por IA
Canales de adquisiciónA medida que los usuarios utilizan modelos de lenguaje e inteligencia artificial para tomar decisiones de compra, los especialistas en marketing deben destinar pequeños presupuestos continuos (entre 5 y 10 dólares diarios) a anuncios visuales o de video orientados a marca. Esto asegura que cuando un motor de IA mencione varias opciones al usuario, este elija la empresa que ya le resulta familiar por impacto previo.
because people are using AI for so much more of their decision making process, organic AI results, as well as maybe ads, you need to go beyond just search ads, if you want to influence people. value to branding and people having heard of your name before and people having some kind of emotional connection, or even just bare bones recognition. Because then when chat GPT or AI mode spits out three potential plumbers they can call, if the user's heard of one before, even if it's the But tactically, a lot of clients, even my small business owner clients, I'm recommending to set aside $5 to $10 a…
Escúchalo en el minuto 13:51
La automatización publicitaria exige dominar psicología de cliente y medición técnica
Canales de adquisiciónA medida que la automatización y la inteligencia artificial asumen la operativa mecánica de las campañas de anuncios, los profesionales de medios pagados deben enfocarse en dos pilares fundamentales: los principios estratégicos de marketing (comprensión profunda del cliente, ángulos emocionales y formulación de la oferta) y la implementación técnica del seguimiento de conversiones.
is I find this gap in their knowledge where they're able to embrace automation, use these tools. But then when something goes wrong, they don't really know why or how to fix it because about that topic, but you can't just skip over the fundamentals and say, I'm going to launch AI max and performance max and boom, do amazing things. You need to understand the foundations important part. And so many people are like me and don't touch that, that I even think if you are like an implementation specialist alone, so much opportunity for you there. So having those technical conversion tracking…
Escúchalo en el minuto 31:12
Fuentes prácticas para investigación de voz del cliente en negocios locales y de generación de leads
Investigación de mercado y clientePara descubrir qué valoran y qué dolores reales tienen los clientes, se deben analizar transcripciones de llamadas en software de rastreo (como CallRail o WhatConverts), reseñas de Google Business (propias y las negativas de la competencia) y foros comunitarios como Reddit.
So first things first is looking at any communication they've had with customers. Sometimes customers reach out and tell them. Next piece is for a lot of lead gen clients. They will use lead tracking software like WhatConverts or CallRail. And nowadays that software has call transcripts. So that's also a really helpful place to see what customers are saying, what's going on. Google business reviews can be another really good source of information. I'm seeing what people are saying in the positive and the negative, looking at your competitor, Google business reviews, and especially their…
Escúchalo en el minuto 24:02
Destacar en anuncios de búsqueda usando copywriting conversacional y humano
Mensaje y copywritingPara diferenciarse en los resultados de búsqueda de Google frente a competidores y resúmenes de IA, se debe sustituir el copy genérico y transaccional por titulares con tono humano, ingenio y lenguaje cercano al público objetivo.
can stand out and get more clicks and more conversions with your Google ads? It all starts with customer understanding and market research, which is the part that PPCers Ads Transparency Center because they'll have ads that stand out by being very human and also really speaking to their target audience. So one example, I saw a search ad headline they had that said, you know, a top for every bottom grabs attention, right? Stands out. They had another one that was about, you know, from sexy date night to brunch with the parents. So they're just, you know, there's a way to like, you can say sexy…
Escúchalo en el minuto 19:07
La publicidad pagada amplifica la demanda pero no compensa la falta de diferenciación
Marca y posicionamientoLos anuncios funcionan como combustible sobre el fuego: si un negocio o producto no cuenta con una ventaja competitiva o diferenciación real que la gente desee, la publicidad pagada no puede solucionar ese problema de base. Es necesario tener una propuesta de valor validada y atractiva antes de invertir en acelerar el tráfico.
that the business itself doesn't have any differentiation. And that's a problem that ads we can have that conversation. But if my client is an agency, and their client is a plumber who literally has no advantage over any other plumber, ads can't do much in that scenario, unfortunately. easiest clients to have because it's just people want this thing. It's genuinely differentiated. It's genuinely better. And so if your product or service is not differentiated, or not better, then you've got some business things to figure out before ads. Because I always say ads is like fuel on a fire. If all…
Escúchalo en el minuto 10:54
El Ad Rank de Google Ads reduce el costo por clic según la relevancia y calidad del anuncio
Canales de adquisiciónEn el sistema de subastas de Google Ads, la posición y el costo no dependen exclusivamente de quién puja más dinero: el algoritmo de Ad Rank combina el monto ofertado con la calidad y relevancia del anuncio para el usuario. A mayor relevancia, menor es el costo por clic necesario para ganar la subasta frente a los competidores.
they missed the foundation. Like as much as Google ads has changed, the heart of Google ads in the beginning and now is the concept of ad rank. And all ad rank is, is looking at the quality of your ads important to understand, you know, where it's going moving forwards. Google ads is an auction. users on those keywords. And with most auctions, whoever is willing to pay the most wins. But what Google did that was phenomenally innovative at the time, it sounds so basic now, is they said, the amount you're willing to pay matters, but so does the quality and relevance of your ads to the user. And…
Escúchalo en el minuto 31:21
El rendimiento de la publicidad pagada depende de factores operativos externos a la plataforma
Canales de adquisiciónOptimizar campañas dentro de plataformas como Google Ads es inútil si fallan los elementos posteriores del negocio: tiempos lentos de carga en la landing page, precios fuera de mercado, lentitud en el seguimiento comercial de leads (más de 24 horas) o falta de demanda real del producto. La automatización publicitaria solo amplifica la solidez de la oferta y los procesos existentes.
Most of that work happens outside of Google ads. And I think that's the number one reason they do, but because most of whether Google ads works or not has very little to do with what happens in Google ads. You could reach the perfect kind of customer with the perfect message. And if they get to your landing page and it loads in five seconds instead of two, or the price is just not what they're looking for, or you get all these leads you're sending through, but no one picks up the phone or they don't respond to those forms until 24 hours later, all of these things completely kill Google ads…
Escúchalo en el minuto 25:22
El Quality Score reduce directamente el costo por clic en Google Ads
Canales de adquisiciónCrear anuncios más atractivos y alineados con la intención de búsqueda y la página de destino no solo incrementa el CTR, sino que mejora el Quality Score de la cuenta, lo que disminuye fundamentalmente el costo por clic (CPC) necesario para ganar las subastas.
course, what the user searched for, and what the ad conveys needs to match what's on the landing page, and how can you stand out. And this isn't important just for conversions. It's also there's a foundational concept in Google ads called quality score. And in a nutshell, the higher the quality of your ads, the less you have to pay per click. And so having higher quality ads, more engaging, creative that people want to click on isn't just a yay, we get more clicks, like it actually fundamentally reduces the cost of your ads. And it's, as a result, very, very important.
Escúchalo en el minuto 7:51
Alineación de titulares con lo que realmente valora el cliente
Mensaje y copywritingLos ángulos de venta que asume el dueño del negocio (como calidad de museo o justificación de precio) a menudo no coinciden con las prioridades reales del comprador; probar ganchos alternativos relevantes para el cliente (como origen de fabricación local) en los anuncios de Google puede superar con creces a los mensajes tradicionales de calidad técnica.
emergency plumber? What do they truly care about? And sometimes what they truly care about isn't what you as a business owner care about. So I had this client who sells museum quality furniture covers. So like the highest quality cotton, the same, you know, process they use at the Met. And this is always how she advertised museum quality archival fabric. And with everything going on in the US, I suggested we add a headline that was all about made in the USA. And what do you know, made in the USA overperformed versus everything she'd been talking about before? It wasn't something that she had…
Escúchalo en el minuto 21:00
Eliminar los silos entre SEO, CRO y PPC para abordar el crecimiento de forma integral
Marca y posicionamientoDebido a la naturaleza multicanal y fragmentada del viaje de compra, SEO, CRO y PPC no deben gestionarse como silos independientes que compiten por atribución, sino como un sistema unificado de crecimiento donde cada canal nutre y facilita el cierre realizado por los demás.
Yeah. I think this works perfectly with the idea that what we're seeing over the past few years is that CO, CRO, PPC, they're all kind of converging. Like I think in the past you could say, okay, SEO is in a silo and PPC is a silo. And you'd see this in companies. Like they don't actually speak to each other. And this person blames that person. And it's kind of like, well, organic's doing well, to you, they've already seen so many different things. You can't actually treat it as a silo or the selling gets done after. So I just, what I'm seeing right now is I think that there's no, we no…
Escúchalo en el minuto 28:02
Medición y experimentosEl éxito en optimización y canales de adquisición no proviene de replicar tácticas aisladas o recetas universales, sino de comprender los fundamentos interdisciplinarios (psicología, copywriting, diseño y analítica). Esta base estratégica permite diseñar experimentos propios y adaptar las soluciones al contexto específico de cada negocio.
it's not a tactic. It's, you have to like know psychology and copy and design and PPC and SEO. because I think more and more people need to be focused on the marketing side of stuff. Otherwise you're just tactical and you're missing the whole point. Yes. And when you're focused on that, you can then come up with your own tactics. Like the tactics that I share on LinkedIn are ones that work for me, but like, there's always exceptions. There's not a one size fits all to everyone. understand the marketing fundamentals, you can come up with your own tactics, which some may be similar to what I…
Escúchalo en el minuto 35:12
El control manual exhaustivo en Google Ads degrada el rendimiento frente a la automatización
Canales de adquisiciónInsistir en tácticas del pasado basadas en pujas manuales y concordancias exactas exclusivas resulta menos efectivo que permitir que los algoritmos de puja y segmentación hagan su trabajo; el verdadero control no consiste en mover cada palanca táctica, sino en suministrar los datos de negocio correctos a la plataforma.
mistake than a tactical mistake. And it's the people hanging on for dear life to the tactics that worked 10 years ago. And the thing is, it's not that those tactics don't work today, by which I mean, if you want to have your exact match keywords and your manual bids and try to manually pull all the levers and push all buttons, you can still do that. But it does not work as well today as it worked 10 years ago. And so I find a lot of Google Ads practitioners react to that by trying to clamp down harder and clamp down harder and clamp down harder, rather than saying, the world has changed. We…
Escúchalo en el minuto 1:13
Canales de adquisiciónAl evaluar cambios y actualizaciones en plataformas publicitarias como Google Ads, conviene analizar cómo la novedad beneficia económicamente a Google y cómo el anunciante puede apalancarla a su favor. Google busca que los anunciantes tengan éxito para retenerlos y escalar su inversión a largo plazo.
you know, profitable, highest revenue, biggest companies in the world. But like Google is playing the long game. They've been around for more than two decades. They know that if you spend money today and it doesn't work well for you, you're not going to spend more in the future. And so while it can today. And so, yes, of course, Google wants to make more money, but it's not a zero-sum game. Like you it can be tricky to keep up with it all. I always think, you know, how can this benefit my clients? And how does this benefit Google? And when thinking about how this benefits Google, how does…
Escúchalo en el minuto 16:32
Posicionamiento de confianza frente a la guerra de precios en servicios de alto riesgo
Marca y posicionamientoEn mercados donde la competencia compite por precio bajo pero el servicio involucra posesiones valiosas (como mudanzas interestatales), posicionarse con un servicio premium de confianza ('white glove') y transparencia total de tarifas genera mayores conversiones que sumarse a la carrera de descuentos.
I would say 12 months, what we've seen is most of the industry has moved into aggressively into cheapest, most affordable, get a coupon. And I get that. And it actually makes a lot of sense because money's tight. Moving is scary. It's a lot of money. Most of these, when you're moving from state to state, it can cost $50,000. Like it is a big thing. And yes, money matters, obviously. But when we did our research, so we combed through thousands of conversations on Reddit, we actually found that yes, money matters, but that's actually secondary. The first thing that people really care about is…
Escúchalo en el minuto 22:14
Promedio de 11 puntos de contacto antes de lograr una conversión
Medición y experimentosEl recorrido del cliente moderno requiere un promedio estimado de 11 puntos de contacto a través de múltiples canales (redes, mensajería, video, anuncios, foros) antes de concretar la conversión, lo que complica la atribución de último clic.
but everything else is like failing. And I think now, because there's so many touch points for a customer. Like I think the average right now is 11 touch points before someone converts. So they might see an ad from you. They might watch a video. Someone will send them a WhatsApp message. Then they'll see something on Reddit. Then they'll see something on Instagram. So by the time they get to you, they've already seen so many different things. You can't actually treat it as a silo anymore. Attribution gets really hard. So sometimes paid will get the attribution, which is rightfully so because…
Escúchalo en el minuto 28:30
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