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Google Ads Targeting: What you need to know in 2025

23 ideas de marketing sacadas de «Google Ads Targeting: What you need to know in 2025», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de canales de…

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Audiencias adyacentes: apunta a lo que tu cliente buscaba la semana anterior

Investigación de mercado y cliente

En la audiencia obvia de tu categoria estan marcados todos tus competidores. La alternativa es preguntarse en que otra cosa esta interesado ese mismo cliente, y mejor aun, en que lo estaba una semana antes de entrar en tu categoria. Si vendes colchones, apunta a quien esta buscando camas, somieres, ropa de cama o servicios de mudanza: competiras con quien vende eso, pero seras el unico anunciante de colchones ahi, y…

And how do we take this to the next level in an expensive industry? Well, level three what I would challenge you to try is what I call adjacent audiences. So coming back to our mattress example, there is an inmarket audience for mattresses. So if you're in mattresses. But you know who else has ticked that box? Every single mattress competitor. So what I like to do is think about, okay, what is something else my target customer, that blue something else about my audience that they may be in market for right now? Or even better, what were they in market for a week ago, right before they were in…

Escúchalo en el minuto 21:58

Conquista sin marca: saca del planificador las palabras que sostienen a tu competidor

Canales de adquisición

La estrategia que ella misma acuno consiste en abrir el planificador de palabras clave, que es gratis y no exige gastar, y en vez de escribir tus terminos o tu web, poner la web de tu competidor. La herramienta devuelve tanto sus busquedas de marca como las busquedas genericas que asocia a ese sitio, y son esas ultimas las que se usan. Ventaja doble: tu anuncio aparece encima de donde esta su resultado organico y…

Level three is a strategy I came up with called nonbrand conquesting. Non-brand But what if you could advertise at the exact moment that people are either seeing ads or organic results for your competitors? The way non-brand conquesting works is this. This is a screenshot of keyword planner in Google Ads. Even if you're not spending any money on ads at all, you too can use keyword planner. And what you do is interested in or instead of typing in your own website, you type in your competitor's website. And then what Google does is it looks at your competitor's website and finds the searches…

Escúchalo en el minuto 9:28

Construye la audiencia con las webs y aplicaciones que solo usa tu publico

Investigación de mercado y cliente

Para un servicio de comida india autentica en Toronto que queria llegar a la diaspora india, y para el que no existe ninguna casilla, la solucion fue un segmento personalizado construido con webs y aplicaciones: busco cuales son los principales medios de India y las aplicaciones mas usadas en hindi, nombres que ella misma no conocia, y las metio todas en el segmento. Si, tambien alcanzara a gente fuera del publico…

audience. How do we fix that? So level two is I introduce them to custom segments. Now if you're a more trying to do what this business is trying to do, where the business itself is not restricted, food delivery, no restrictions there, it's just the audience you're trying to reach isn't one you can tick a box on. Custom segments are your best friend. And so what I suggested here is we want to find, okay, the keywords fine. We've talked about that enough, but you can also build a custom segment based on the kinds of websites people visit or based on the kinds of apps they use. So I thought…

Escúchalo en el minuto 26:45

Convierte cualquier segmentacion por contenido en segmentacion por personas

Canales de adquisición

Hay dos formas de decidir donde aparece un anuncio: junto a cierto contenido (palabras clave, temas, sitios y canales concretos) o ante cierta persona, sin importar que este haciendo. Los segmentos personalizados son el puente entre ambas, y esa es la clave: una lista de palabras clave se convierte en gente que busco esas palabras; una lista de temas, en gente interesada en esos temas; una lista de emplazamientos…

Tip number two is to turn content targeting into audience targeting. What do I mean by that? Well, content targeting is showing ads in a certain place. And there are three places in Google ads that we can show ads. You can show ads on certain keywords on websites or apps or YouTube channels that have to do with certain topics or on specific website placements, specific app placements, or specific YouTube placements. So, you're choosing to show your ad alongside a piece of content. Audience targeting is showing ads to a certain kind of person where you don't actually care what it is they're…

Escúchalo en el minuto 45:19

Los segmentos por busqueda solo funcionan dentro de las propiedades del buscador

Canales de adquisición

El truco de mostrar anuncios a quien busco ciertos terminos solo opera cuando el anuncio se sirve en una propiedad del propio buscador: su plataforma de video, su correo, su feed de descubrimiento. En la red de display, que son tres millones de sitios y aplicaciones ajenos, no hay datos equivalentes de esa persona y la funcion no se comporta igual. La consecuencia practica es concreta: si construyes un segmento…

Note that this custom segment capability I keep talking about, you can use this in a video campaign. You can use this in a demand genen campaign. You can also add custom segments to a display campaign. But the special feature I keep mentioning where you're showing ads to people who've searched for specific keywords. That only works if your ad is serving on a Google owned property. So if you are serving an ad on YouTube, on Gmail, on discover, then Google knows who that person is and Google knows what they search for and Google can do that. But if you are serving an ad on the Google Display…

Escúchalo en el minuto 20:53

Segmentacion no lineal: el rodeo para llegar a un publico que no tiene casilla

Investigación de mercado y cliente

Cuando no puedes segmentar por origen, religion u orientacion, o simplemente cuando tu publico no tiene casilla, la salida es preguntarse que mas define a esa gente y usar afinidades, datos demograficos detallados, segmentos de interes de compra y eventos vitales, que no estan restringidos para ninguna industria. Para llegar a la diaspora india en Toronto encontro aficionados al cricket, seguidores del cine del sur…

And then how do we take that to the next level? My favorite tactic, I coined the name for it. I call this nonlinear targeting. And this works even if you're in a restricted industry where you can't use custom segments. But same principle, how do we reach people from India who are in Toronto? Well, what sets them apart from other Torononians? And even if you are in a sensitive interest category, you can still use Google's audiences. So that means you can still use detail demographics, affinity segments, inmarket segments, and life events. There are no restrictions on those for any industry at…

Escúchalo en el minuto 28:35

Puja por las palabras caras solo cuando ya te conocen

Canales de adquisición

Hay busquedas relevantes que no son rentables: ella calcula unos 20 dolares por clic para aparecer ante quien busca cursos de su especialidad en Estados Unidos, inviable para un producto que no cuesta miles. La salida son las listas de remarketing aplicadas a la busqueda: esas mismas palabras caras se activan unicamente si quien busca ya visito su web o vio sus videos. Con alguien que ya te conoce, la probabilidad…

Why would we do that? Well, there's a lot of searches that may be relevant to your business, but are just not profitable for you to advertise on. Maybe they're too expensive. Like for example, in my business, if I want to advertise to people in the United States searching for Google Ads courses, I can expect to pay about $20 per click, and that's just not viable for my business model. I don't charge thousands of dollars for my course, I'm not going to have an ROI on that. But maybe if someone has been to my website before or they viewed my YouTube videos before and then they're searching for…

Escúchalo en el minuto 15:04

Escribe la frase quiero vender X a Y antes de tocar la plataforma

Investigación de mercado y cliente

Con cada cliente de asesoria empieza obligando a completar una sola frase: quiero vender tal cosa a tal gente. Si hay varias ofertas o varios publicos, sale una frase por cada pareja. El ejemplo real que usa lo deja claro: quiero vender comida india a domicilio a inmigrantes indios en Toronto. La primera mitad se resuelve con palabras clave en diez minutos; la segunda mitad es la que obliga a pensar, y es la que…

our ven diagram here. Okay, there's a who are in your target audience, X and Y. And so whenever I'm just starting to put a targeting strategy together with one of my Google Ads coaching clients, I always get us to try to do this one simple sentence. I want to sell X to Y. So I want to sell Google Ads courses to small business owners. Maybe I also want freelancers. Right? You may have multiple offers. You may have multiple target audiences. For each XY pair, you can put together this sentence. So, I'm going to give you a real example from a previous coaching client I had of what their sentence…

Escúchalo en el minuto 24:36

A veces es mas facil excluir a quien no quieres que adivinar a quien si

Canales de adquisición

La pieza que casi todo el mundo olvida es la exclusion. Un fontanero que vende urgencias sabe que el inquilino no paga la reparacion, la paga el propietario: puede excluir a los inquilinos, de modo que si alguien busca fontanero y la plataforma sabe que alquila, no se muestra el anuncio, y si sabe que es propietario o simplemente no lo sabe, si se muestra. Hasta hace poco solo se podia excluir audiencias en campanas…

And then third, level three is search and shopping exclusions. Remember I said earlier to not just observe the audiences you think will work well, but observe the ones that won't work well. What people always forget about is sometimes it's both easier and more effective to exclude the people you don't want rather than trying to figure out the perfect people you do want. And this is also brand new. Again, there was no announcement on this. I think I broke the news on this about a month ago that you used to only be able to exclude audiences in search campaigns, but now you can also exclude…

Escúchalo en el minuto 16:08

Espia la segmentacion ajena con el boton de por que veo este anuncio

Medición y experimentos

Su forma de mantenerse al dia es cazar anuncios en la portada de la plataforma de video, donde conviven anuncios de imagen y de video colocados desde cuatro tipos de campana distintos. En cualquier anuncio, los tres puntos abren una ficha que explica por que te lo estan mostrando y que tipo de segmentacion usaron. El ejercicio consiste en adivinar primero por que te alcanzo ese anuncio y comprobarlo despues; ella…

My third tip for you to get more comfortable with this stuff is just to spy on targeting 24/7. And my favorite place to do that is the YouTube homepage. It's the perfect place to go ad hunting. Why is that? Because you'll see all the ads there. On the YouTube homepage, you'll see image ads and video option to watch the video. Now, I also like this because ads can be placed on the YouTube homepage via a demand genen campaign, a video campaign, a display campaign, or a performance max campaign. Ads can be placed on the YouTube homepage via content targeting or via audience targeting. So, just a…

Escúchalo en el minuto 47:40

Existe una lista de remarketing automatica que no necesita etiqueta ni analitica

Retención y relación con el cliente

Sin anuncio oficial, toda cuenta publicitaria recibe ahora una audiencia que la plataforma rellena sola con quienes hicieron clic hacia tu web desde resultados organicos, desde tu ficha del mapa o desde cualquiera de tus anuncios. No hace falta instalar etiqueta ni configurar la herramienta de analitica, porque la captura ocurre del lado del buscador antes de que la persona llegue a tu sitio. En un estudio propio…

the other. I will say though that for small businesses, if you have not tried the Google engaged audience, this is something I also keep talking about because Google never announced it, but it's a new kind of audience that you have in Google Ads. It's remarketing. Every Google Ads account automatically gets one and Google automatically populates it for you with people who have clicked to go to your website from organic and paid Google results. So, if someone clicks to your website from Google search organic, they're added to this list. From your Google Maps listing, they're added to this…

Escúchalo en el minuto 41:52

La concordancia exacta dejo de ser exacta en 2022

Canales de adquisición

Quien no toca la plataforma hace anos sigue creyendo que una palabra clave en concordancia exacta obliga a que la busqueda coincida literalmente. Desde 2022 lo que se exige es que coincida la intencion o el significado, y la definicion de intencion de la plataforma no es la del anunciante: los nombres de competidores cuentan como variante cercana, asi que con la palabra exacta de una marca puedes aparecer ante quien…

So, first things first, exact match keywords, right? Exact match keywords means you want the user search to match as close as possible to your keyword. If like Dana, you haven't used Google ads in some time, then you may think if you have the exact match keyword mattresses that the user search must exactly match your keyword. I'm so sorry to say that since 2022 that has not been the case. Exact. keywords. So the user search must match the same intent or meaning as your keyword. And Google's definition of intent or meaning is going to be different than your definition of intent or meaning. For…

Escúchalo en el minuto 17:50

Una marca de ropa que escribe sus anuncios de busqueda como si fueran de marca

Mensaje y copywriting

Mientras miles de anunciantes escriben nuevos productos, compra ya, camisetas, esta marca de moda sostenible usa el mismo espacio para contar quien es. Sus descripciones dicen que hacen tops matadores que no matan el planeta, que estar desnudo es la opcion mas sostenible y ellos son la segunda, que los cumplidos son un efecto secundario habitual de vestir su ropa, o que tus otras faldas van a tener envidia. En una…

just want to show you an example of real ads I saw in the wild from a brand called Reformation. Okay. So, first I'm going to show you a search ad like no >> Hilarious. This is an ad for a shirt. How many thousands and jillions of advertisers are there just trying to new arrivals shop now shirts. Yay. They have some sexy things in the headline to grab loud. And then in the description it says we're reformation and we make killer tops that don't kill the environment. That was a human copywriter. Like AI could never. Okay. So, they're able to get this ad copy there that grabs attention. Killer…

Escúchalo en el minuto 51:43

Excluye a quien ya te compro, salvo que vendas algo de compra frecuente

Conversión

Seguir pagando anuncios a quien ya compro es tirar dinero, sobre todo en productos de compra espaciada como una casa. La solucion operativa es sencilla: tener una pagina que solo se visita despues de comprar, convertirla en audiencia y usarla como exclusion. Las exclusiones de audiencia importan tanto como a quien decides alcanzar.

>> And please, for the love of God, create an audience of people who have already converted. So you can remove them from your please buy from me again, unless you sell something that people buy in the regular. But like if you sell houses, you know, it's not something people are going to need all that often. Please remove like have a page somewhere in your website that people have to visit after they've purchased from you, right? And just use that as your exclusion. Like just please do that because you're wasting money on people who've already converted. See, audience exclusions can be just as…

Escúchalo en el minuto 43:22

Anade audiencias en observacion, pocas, y tambien las que crees que no funcionan

Medición y experimentos

Al sumar audiencias a una campana de busqueda o de compras conviene empezar en modo observacion: los anuncios se muestran igual, pero al cabo de semanas se puede comparar como rinde quien encaja en cada audiencia frente a quien no. Tres reglas de uso: no observar cien audiencias, con cinco a diez basta para sacar algo legible; observar tambien las que crees que no van a funcionar, porque son las candidatas a…

layering in search and shopping? First things first is to just observe. When or a shopping campaign in Google Ads, you have the option to add it on targeting or on observation. So, I recommend that when you start, you start with observation. And this means your ads are still going to show the same way they always do. But if the person searching matches one of your audiences, Google's going to make a note of that. And after some time, some weeks or maybe you'll be able to see data about how people who match your audiences, how their performance differs from people who don't match your…

Escúchalo en el minuto 12:08

Dedica una tarde a recorrer el catalogo entero de audiencias

Investigación de mercado y cliente

Su forma de encontrar segmentos inesperados es entrar en el gestor de audiencias como si fuera a crear una nueva y desplegar absolutamente todas las opciones para leerlas una por una. Asi aparecio el segmento de aficionados al cricket, que nunca se le habria ocurrido buscar. Ademas cambian con frecuencia y esos cambios no se anuncian, asi que el recorrido hay que repetirlo: es dificil usar algo cuando no sabes que…

I just like to expand. If you've never gone through all the audiences in Google Ads and just expanded everyone to browse through them all, I encourage you to do it. And my favorite place to do that is when I'm in the Google Ads interface on the far left, you go to tools, shared library, audience manager, and then choose audiences along the top and go as if you're like building a new audience. But then you'll just have all the options available to you. And so, I'll open it up. I'll scroll through. That's how I found Cricut enthusiasts. Like it never would have occurred to me to look for that…

Escúchalo en el minuto 37:04

Persigue a quien busco a tu competidor, en vez de pelear el momento de la busqueda

Canales de adquisición

En lugar de competir por aparecer en el instante exacto en que alguien busca a tu competidor, se construye un segmento personalizado con esas busquedas de marca y sus variantes, y despues se le muestran anuncios a esas mismas personas mientras hacen otra cosa en internet. Esta manana buscaba a tu competidor, esta tarde ve un video: ahi le hablas tu, sabiendo que es la misma persona.

there. To help solve that problem, level two is to use something called a custom segment. We're going to get into these in more detail, but a custom segment in Google Ads lets you build an audience of people who have searched for a thing. So rather than trying to show an ad at the moment that someone searches for Adidas, which is not you, instead you can create a custom segment and include searches like Adidas, Adidas running, Adidas running shoes, Adidas shoes, Adidas yoga, etc. And then you can show ads to people who have searched for those things as they're doing other things online. So…

Escúchalo en el minuto 8:33

Los dos circulos de la segmentacion: quien busca tu oferta y quien es tu cliente

Investigación de mercado y cliente

Toda segmentacion publicitaria se reduce a dos conjuntos. A un lado, la gente que esta buscando lo que vendes, y ahi las palabras clave son la herramienta. Al otro, la gente que encaja con tu cliente objetivo aunque ahora mismo no este buscando nada: si vendes cochecitos de bebe, son futuros padres, padres que van por el segundo hijo y abuelos que quieren uno para las visitas. La interseccion es donde ocurre la…

really comes down to this. out there there is some universe of people who are looking for what you offer and keywords are typically how we find them. People are searching for something. We have that thing. We show them an ad. But there's this whole other world out there of people who are in your target audience and may just not be actively let's say that you sell strollers. On the left hand side, people looking for your offer. What's the best stroller, side, who are the people who are looking for strollers? Are they soontobe parents? Are they parents who have one baby and they're about to…

Escúchalo en el minuto 3:53

Que audiencias usar cuando vendes software a empresas

Canales de adquisición

Para negocio entre empresas, lo util esta en datos demograficos detallados, donde se puede segmentar por tamano de empresa y por sector, aunque solo hay una decena de sectores. Las afinidades conviene evitarlas por demasiado amplias: el segmento de profesionales de negocio abarca a uno de cada cuatro estadounidenses y no acota nada. De los eventos vitales sirve poco, salvo el de haber montado una empresa hace poco…

>> So what will be your friend for B2B SAS? Well, a few things will be your friend. Um, under the detailed demographics section, you can target people based on company size and based on industry. There's only about 10 industries or so. sure more specific. If your target industry is there, if your target company size is there, you can use those on their own or layer them into search. Uh, affinity audiences I would generally stick stay away from. They're much more broad. There's one for business professionals, but like one in four Americans is a business professional. Um, so it's not going to…

Escúchalo en el minuto 34:38

Pujar por el nombre del competidor es legal, pero el clic te sale caro

Canales de adquisición

Poner la marca del competidor como palabra clave es legal, aunque no puedes usar su nombre registrado en el texto del anuncio porque seria enganoso. El problema es economico: como la gente no te estaba buscando a ti, tu tasa de clics sera baja, y una tasa de clics baja le dice a la plataforma que tu anuncio es poco relevante, asi que te cobra mas por mostrarlo. Es un bucle del que cuesta salir.

competitor conquesting? Search conquesting. You are Nike. Your competitor is Adidas. You want to show Nike ads when people search for Adidas. So, you put Adidas as a keyword in your search campaign. And that way, when people search for Adidas, you're eligible to show your Nike ad. It's simple to do. Uh, anyone can do it. Contrary to popular belief, it's not illegal. You can't use a competitor's name in your ad text if it's a trademarked name. So, Nike couldn't run an ad that says, "We are Adidas. Come buy Adidas shoes." That would be misleading. Uh, but they can show a Nike ad when people…

Escúchalo en el minuto 7:35

Tu creatividad es tu segmentacion, y pesa mas que cualquier senal de audiencia

Mensaje y copywriting

La idea la toma prestada de los especialistas en publicidad social, donde se dice que con segmentacion amplia la creatividad es la segmentacion. En las campanas automatizadas pasa lo mismo: el usuario solo ve el anuncio y decide si interactua, y el sistema busca mas gente parecida a quien interactuo y menos parecida a quien lo ignoro. Por eso una segmentacion excelente con una creatividad mediocre no funciona: la…

And then last but not least, something I call creativeled targeting, which I totally did steal from meta ads practitioners. Um, because what they do is they say broad targeting. Your creative is your targeting. And while you don't need to take it to that extreme on Google, especially with automated campaign types like performance max or if you're using optimized targeting, your creative is your targeting. Now, what do we mean when we say that? Not literally your creative is your targeting. What we mean is that what the end user sees is just the ad and they either engage with it or don't. And…

Escúchalo en el minuto 50:41

Que se puede y que no en las categorias con restricciones

Canales de adquisición

En las categorias que la plataforma llama de interes sensible hay limites duros: en servicios financieros no se puede hacer remarketing ni segmentar por edad ni por genero, y en servicios como la rehabilitacion de adicciones tampoco se puede reimpactar, por razones legales y comprensibles. Algunos sectores directamente no pueden anunciarse. Pero la restriccion es sobre ciertas herramientas, no sobre llegar a la…

All right, fourth strategy for you today is what to do if you operate in a sensitive interest category. And this is very specific Google lingo. That means you're in a category with restrictions on your targeting because maybe there's regulation like in financial services or housing or employment. Or maybe you're trying to reach people based on religion, race, ethnicity, sexual orientation, which news flash, you >> Something just changed recently. I can't are certain ones, yeah, that like you can't advertise at all. And then there are other industries like for example, if you are advertising…

Escúchalo en el minuto 24:06

Las plataformas cambian por lo que piden los que gastan millones

Estrategia y decisiones de negocio

Su hipotesis, formada desde dentro cuando trabajaba con grandes cuentas, es que muchas categorias de audiencia raras y muchos cambios de producto existen porque algun anunciante enorme los pidio. La anfitriona anade el ejemplo del cambio de nombre de las conversiones en la herramienta de analitica, que segun ella se renombro porque grandes anunciantes se quejaron del nombre. Quien gasta millones llega a los…

>> they don't." Yeah, they don't announce this stuff at all. You just sort of find it when you go. I mean, Google does make do change quite frequently. And how do they decide? Uh, this is not insider information. This is an assumption I'm making. I assume it's just based on like large advertiser needs, >> right? Like if large advertisers want >> they spend millions then then there's going to be and of course there's no legal or ethical restrictions on it, you know, that's where they would cut cuz you'll see some really random ones in there. You're like, why did that get its own? There's a…

Escúchalo en el minuto 38:21

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