Marketero · Entrevistas
Google Ads Tutorial - 2024 FREE ECOM COURSE for Beginners
18 ideas de marketing sacadas de «Google Ads Tutorial - 2024 FREE ECOM COURSE for Beginners», de Davie Fogarty. Sobre todo de canales de adquisición…
- 18 ideas despiezadas
- Fuente Davie Fogarty
- Dura 31 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 18 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 18 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Establecer un CPA objetivo basado en el margen unitario para proteger el presupuesto
Medición y experimentosDefinir un costo por adquisición objetivo (Target CPA) calculado a partir del margen real del producto (precio menos costo unitario) previene que Google gaste de forma agresiva el presupuesto cuando no detecta compradores dentro del umbral de rentabilidad.
set a target cost per action. We can click this button and it will drop down and say, what is your target CPA? This is your cost per action, your cost per acquisition. So if I'm selling a product for $100 and it costs me $80 to make, and then I spend $30 on acquiring a customer, I have just lost $10 on that order. So obviously my customer acquisition cost would need to be $10 so that I actually have $10 profit. This is really important for you to understand the margin of your product. I'll put a free margin Google to actually start spending budget. I prefer to add a target CPA simply because…
Escúchalo en el minuto 13:33
Canales de adquisiciónEn las campañas de búsqueda de marca en Google Ads se debe rechazar la concordancia amplia sugerida por la plataforma y utilizar únicamente concordancia de frase y exacta, evitando que los anuncios se activen con términos irrelevantes o genéricos no relacionados con la marca.
is. Basically, you have multiple options about our keywords. Google is prompting you to use broad match keywords for your entire campaign, but this will not work if you're doing a branded search for a bunch of things such as linen sheets or other really unrelated terms. You then have phrase match, which will be a little bit more specific than broad match. And then finally, you've got exact match, which if people change one word such as men's linen pants and you're targeting men's linen clothing, it will not show up. Because this is a branded campaign, we're really only going to use these last
Escúchalo en el minuto 27:47
Canales de adquisiciónNo se debe operar campañas de Performance Max (PMAX) en piloto automático sin supervisión, ya que el algoritmo tiende a desviar gran parte del presupuesto hacia términos de búsqueda de marca ('branded search'). Esto infla artificialmente las métricas de rendimiento con clientes que ya tenían intención de compra proveniente de otros canales, por lo que es necesario aislar y separar la búsqueda de marca.
side and see all of the ads with a bunch of data. The fact that PMAX does not give you that much control is one of the main reasons why we can't just always run a PMAX campaign and just set and forget it. What will most likely happen if we decide to do that is a lot of the budget will go to what's called branded search. So if I write in the UDI, you can see that there's Google ads for the UDI up here. A large amount of this traffic would already be searching for our brand from things like Facebook or word of mouth referral. This makes this the easiest traffic for Google to actually convert…
Escúchalo en el minuto 24:20
Canales de adquisiciónNo se debe operar campañas de Performance Max (PMAX) en piloto automático sin supervisión, ya que el algoritmo tiende a desviar gran parte del presupuesto hacia términos de búsqueda de marca ('branded search'). Esto infla artificialmente las métricas de rendimiento con clientes que ya tenían intención de compra proveniente de otros canales, por lo que es necesario aislar y separar la búsqueda de marca.
side and see all of the ads with a bunch of data. The fact that PMAX does not give you that much control is one of the main reasons why we can't just always run a PMAX campaign and just set and forget it. What will most likely happen if we decide to do that is a lot of the budget will go to what's called branded search. So if I write in the UDI, you can see that there's Google ads for the UDI up here. A large amount of this traffic would already be searching for our brand from things like Facebook or word of mouth referral. This makes this the easiest traffic for Google to actually convert…
Escúchalo en el minuto 24:20
Canales de adquisiciónAl comenzar con presupuestos reducidos en Google Ads, se debe evitar fragmentar la cuenta en múltiples campañas para no diluir los datos de aprendizaje del algoritmo. Es preferible agrupar las distintas categorías de producto en grupos de recursos dentro de una única campaña Performance Max y complementarla con una campaña de búsqueda de marca de bajo presupuesto.
But the truth is if you're just starting out with your brand, any type of structure, complicated structure might be overkill as the budgets that you're actually spending will be really small. So if we separate to too many campaigns, the learnings for Google will be limited and it won't be optimal. So if you're just starting out, this is the way that I recommend. Launch the PMAX campaign like we did at the start. If you do have multiple product categories like UDIs and sleep teas, just launch them as different asset groups within the existing PMAX campaign. Then launch a second search campaign…
Escúchalo en el minuto 25:57
Exigencia de ROAS objetivo superior en campañas de marca
Medición y experimentosLas campañas dirigidas a términos de marca deben configurarse siempre con un ROAS objetivo sensiblemente más alto que las campañas genéricas o de prospección, ya que capturan demanda existente y su costo de adquisición debe ser mínimo.
ads. We then limit that budget and make sure the target ROAS is really high on that because we want to make sure that we're converting customers very, very cheaply. Then for every other category we have, they're in the right place. Just one thing to note is you always want to make sure that your branded search campaigns have a much higher target ROAS than all your other campaigns. So this is a good
Escúchalo en el minuto 25:28
Monitorear el MER consolidado para prevenir el sobregasto por doble atribución
Medición y experimentosRastrear de forma unificada el gasto en medios (Facebook, Google) junto con el costo de productos vendidos (COGS) a través del Marketing Efficiency Ratio (MER) evita inflar los presupuestos por plataformas publicitarias que se atribuyen las mismas conversiones de manera duplicada.
at the profitable level for you. One thing that I highly recommend is using something like Triplewell or a daily profit tracking sheet using Excel that tracks everything about your business, such as the cost of goods, your Facebook media spend, your Google media spend. Because what can happen if you're not tracking all of this is you can start spending too much on Facebook because it's saying it's profitable and also too much on Google because it's also saying it's profitable because they're both attributing their platform to the same sales. If we're tracking all of our spend across all…
Escúchalo en el minuto 30:17
Canales de adquisiciónSe deben evitar los objetivos de páginas vistas o reconocimiento de marca al configurar campañas en Google Ads, ya que el algoritmo suele enviar tráfico de baja calidad que no convierte; es preferible optimizar hacia acciones directas de valor como compras, formularios de leads o llamadas telefónicas.
let's cover these objectives that you can create for your campaign. The first one is purchases. 90% of people are going to be using purchases. The next one is submit lead form, which you might want to be using if you're an agency. Then we've got phone calls, which is generally going to be like a local business. And then we've got page views and brand awareness, which I don't actually recommend because Google might be able to send you bad traffic that doesn't convert. These three forms of traffic is going to be like 99% of what people use Google for. However, I do recommend just always
Escúchalo en el minuto 3:32
Requisito mínimo de dos enlaces de sitio (sitelinks) para su visualización en Google Ads
Canales de adquisiciónPara que las extensiones de enlaces de sitio (sitelinks) se muestren en los anuncios de búsqueda de Google, es obligatorio configurar un mínimo de dos enlaces.
right thing. And then the next step is we've got site links, which are also very, very good to add. It just allows our customer to click on certain pages within our website and directs them a little bit quicker to what they're looking for. The more information we can put in front of our customers, the more Google has to work with. All you need to do is click create and I can add a second site link. Make sure that you add two site links. Otherwise it won't show up. Now I can just click
Escúchalo en el minuto 10:51
Uso de temas de búsqueda directos y abiertos en Performance Max
Canales de adquisiciónEn campañas de Performance Max de Google Ads, sobresegmentar con restricciones excesivas de palabras clave o audiencias limita al algoritmo para encontrar clientes rentables en todo el inventario disponible. La mejor práctica es utilizar temas de búsqueda obvios y directos como guía inicial, permitiendo que la plataforma ajuste dinámicamente los intereses a medida que optimiza el gasto.
so much inventory, so much space that they want to sell ads to. But every time we restrict it with certain targeting or keywords or ad types, it really restricts them from finding us the most profitable customers and allowing us to spend more. Plus they make less money. So Performance Max is basically, we are prompting the Google ads to go in a certain direction in a certain search theme. But at the same time, we aren't actually setting up the targeting for both the ad creative and also who we are showing it to. So that's all this search theme is trying to do. We can just write in men's linen…
Escúchalo en el minuto 5:04
Diversificación de formatos y ratios de creativos en campañas automatizadas de Google
Canales de adquisiciónPara maximizar el alcance y la entrega de anuncios a través de toda la red de Google en campañas automatizadas, es necesario subir recursos visuales en múltiples relaciones de aspecto (como logotipos 1:1 y 4:1, e imágenes variadas) y priorizar creativos propios con beneficios claros frente a fotografías genéricas de stock.
product. Again, we're just wanting to give Google a lot of options. So don't be afraid to get a little basic product images as well. The Performance Max campaign is going to cycle through all of these ads here, upload. And you can see once we've uploaded our logo, it's really asking for a landscape version, but it also needs an actual square version as well. And I'll just select this bit. So the ratios that we need is one by one and four by one. And you can see I've got my two logos and I can click save. Now, images. I don't recommend using stock images. I do recommend using the UDI ads. I'm…
Escúchalo en el minuto 6:45
Canales de adquisiciónEn campañas de búsqueda para ecommerce, es preferible configurar la estrategia de puja hacia 'Conversiones' (maximizar cantidad de compras) en lugar de clics, asegurando que el algoritmo de Google optimice directamente hacia transacciones reales.
multiple options. And then you can't really go wrong in this step. Now, the next step is bidding strategy. This is really, really important for the majority of e-commerce brands, for the majority of anyone using Google ads. You want to be using conversions, not just clicks like everybody else on YouTube is recommending. So we have conversions and we have conversion value. Conversions is just maximizing get. I suggest using conversions initially. Now you'll also see a little checkbox underneath called
Escúchalo en el minuto 12:58
Alinear divisa y región de la cuenta publicitaria con el mercado de cobro
Canales de adquisiciónAl configurar una cuenta publicitaria en Google Ads, es crucial seleccionar la región y divisa en la que realmente se vende y se reciben los ingresos para optimizar la eficiencia y evitar pérdidas por comisiones de cambio de divisas.
The next step is inputting your account and payment details. Now one thing to note here, if you are selling in the UK, you might be receiving money in great British pounds or vice versa with USD, Australian dollars, these kind of things. You really want to make sure that you set up the account in the region that you're selling and receiving money in because that will be more efficient when it comes to exchange rates and whatnot. It's a little bit advanced, but I want you to just be
Escúchalo en el minuto 15:16
Redacción directa y benchmarking competitivo para titulares de búsqueda
Mensaje y copywritingPara los titulares en anuncios de Google, los textos directos, sencillos y sin rodeos creativos suelen desempeñarse mejor que copys abstractos. Una táctica efectiva para definirlos es modelar los ganchos de competidores consolidados en categorías de alta demanda o generar variaciones con IA para testear combinaciones.
headlines are really, really important, but then again, we can add 15 of these and we can change them over time. So even if you feel like you don't really, really nail this step, it doesn't really matter. Google will spend across all of these headlines, combine certain things, and you'll probably find a winner. If you're really struggling with this, head to chat GPT and write, create me 15 short headlines for my Google ad account to help me sell. Insert your business category there. So mine would be men's linen clothing. One other thing that I highly recommend that you do is simply go onto…
Escúchalo en el minuto 8:52
Escalado diario en campañas de adquisición no de marca limitadas por presupuesto
Canales de adquisiciónCuando una campaña de conversión no de marca (como Performance Max genérica) que opera con CPA o ROAS objetivo señala estar limitada por presupuesto, se debe incrementar su presupuesto diario de forma prioritaria, ya que representa la entrada directa de nuevos clientes.
that it's limited by budget. Whenever we're limited by budget on a conversion campaign that's targeting CPA or target ROAS, and it's a non-branded campaign such as our Performance Max campaign, we're really going to want to try to increase that budget on a daily basis. This is because Google is acquiring possibly new customers that haven't seen us on Facebook
Escúchalo en el minuto 29:56
Creación de grupos de recursos en PMAX para promociones y ofertas temporales
Canales de adquisiciónAl lanzar ofertas de temporada o nuevas promociones específicas, es conveniente crear un nuevo grupo de recursos (asset group) dentro de la campaña PMAX existente en lugar de rehacer la campaña, aprovechando la estructura activa y permitiendo reemplazar o pausar creatividades obsoletas según su rendimiento.
and all of your text here. When we're running our PMAX campaigns, we can just add a new asset group. Let's say we have a summer sale or we introduce a new offer that we really want to sell. We can just create a new asset group and start selling it under the previous PMAX campaign. The other thing we can do with the PMAX is come here and click edit assets. And this will allow us to start deleting some of of summaries about how all of our assets within our PMAX campaign is actually performing. We can sort by performance. And if there's enough data, we can see poor performing ads and iterate on…
Escúchalo en el minuto 23:12
Predominio de Google Shopping en el gasto de campañas Performance Max para ecommerce
Canales de adquisiciónEn las campañas de Performance Max para comercio electrónico, la gran mayoría del presupuesto publicitario se asigna a los anuncios de Google Shopping, lo que convierte la correcta integración con Google Merchant Center en la parte más crítica del setup.
and everything is starting to get set up. The next step that we need to do is set up a Google merchant center. This is especially important for anyone that is doing e-commerce because Google you can see all of these ads over here. This is going to be the vast majority of your spend within your performance max campaign. So we need to get it set up correctly. This setup process is also going
Escúchalo en el minuto 17:34
Medición y experimentosHerramientas avanzadas como el Marketing Mix Modeling (MMM), la modelación de rutas de conversión y el retraso de atribución (conversion lag) solo son necesarias y aplicables cuando la inversión en medios pagados alcanza escalas elevadas.
As you get bigger, you might want to start doing something like MMM, market mix modeling. You might also need to start considering attribution models, conversion path, conversion lag. However, these factors are only applicable when you're spending a lot on the platform. All right, I know
Escúchalo en el minuto 31:02
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.