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Google Marketing Live: 3rd Annual Unofficial Tailgate
25 ideas de marketing sacadas de «Google Marketing Live: 3rd Annual Unofficial Tailgate», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de canales…
- 25 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 56 min
- Publicada en 2024
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Si te quitan la segmentacion, la unica palanca que queda es el anuncio
Mensaje y copywritingSu conclusion practica frente a la perdida de control: con menos foco en intencion, menos audiencias y menos poder de decidir quien ve tu anuncio, lo unico que queda por optimizar es el anuncio mismo —texto efectivo, imagenes convincentes, video que haga sentir algo—. Y reconoce que ahi esta el problema: crear eso no suele estar en el repertorio de quien administra Google Ads, y va a ser mas importante que nunca.
deprication uh and yeah I think that's what's really going to impact us most and the way to mitigate that I think is a business owner if you have less focus on intent and less focus on audiences and less control over exactly who's going to see your ad then the thing you need to focus on is the ad itself and I think as Google ads practitioners that's the part we all suck at is creating compelling ads writing really effective text creating really compelling images putting together strong video that drives people to feel something like that's just not normally in the Google ads practitioner…
Escúchalo en el minuto 29:44
Controla lo que si es tuyo: la pagina de destino y la oferta
ConversiónSu consejo de cierre es concentrarse en lo controlable. Ha visto negocios con dos cuentas anunciando las mismas palabras clave en el mismo lugar obteniendo CPC completamente distintos —y aclara de paso que ese doble servicio no esta permitido— porque lo que decide es el anuncio, la pagina de destino y la oferta. Remata: puedes tener la pagina mas optimizada del mundo, pero si la oferta es mala nadie va a comprar.
absolutely I've worked with businesses where they you know will set up two different accounts to try to double serve right on the same queries and completely different cpcs for the exact same keywords in two accounts advertising in the same place on the same thing by the way double serving is not allowed don't do that um but it can happen it comes down to your ads your landing page that's going to impact gonna and your offer itself right you can have the most optimized landing page in the world but if your offer sucks no one's going to buy it so I really think control what you can control I'm…
Escúchalo en el minuto 51:06
Publicidad agnostica al algoritmo: lo que no depende de la plataforma
Canales de adquisiciónSu prediccion de tendencia para el ano es el retorno a mecanismos que no estan a merced del algoritmo: marketing contextual del mas simple —poner los anuncios de autos donde hay autos—, email y CRM, que una enorme cantidad de anunciantes abandono o hace mal, y newsletters. Sostiene que se puede construir un negocio y hacer marketing digital sin SEO y sin los pilares que damos por el nucleo de la disciplina, y que la…
the trend or what we will hear more of throughout the course of this year is algorithm resistant advertising or algorithm agnostic advertising so mechanisms that um you know tried trusted and true that have been with us since the dawn of the internet that we've all forgotten about such as just contextual marketing like just like maybe you know we should put these car ads beside the places where there are cars or email marketing CRM marketing the number of advertisers who've either given up failed or do CRM marketing badly um I think it presents a huge opportunity for people to just get back…
Escúchalo en el minuto 31:14
Presupuestar el CPC subiendo entre 10% y 20% al ano
Medición y experimentosLa cifra que usaba para construir proyecciones cuando trabajaba en Google, y que sigue considerando valida, es un aumento del costo por clic de entre diez y veinte por ciento anual. El CPA, en cambio, depende del anunciante: es funcion del CPC pero tambien de la tasa de conversion del sitio y de la pagina de destino, que son responsabilidad tuya y no de Google. Su colega lo resume en que los precios tienen que subir…
right that they're business they want to make money by a rate of inflation or is this going to be like 50% probably more than rate of inflation probably not 50% right the people would be up in arms if that happened but um yeah at cpc's I always predict you know increasing 10 to 20% a year when I worked at Google and I was building forecast that's what I would use I think that's still accurate but CPA is dependent on The Advertiser uh to the points that both my former colleagues made earlier uh and so whether your CPA goes up or not yes is a function of CPC but of course it's also function of…
Escúchalo en el minuto 48:24
Lanzar un podcast le copo los cuatro primeros resultados de su nombre
Estrategia de contenidosAl crear su propio podcast y sindicarlo en las plataformas habituales, descubrio que Google se lo trago entero: para consultas relacionadas con el como persona, su podcast ocupaba el primero, segundo, tercero y cuarto lugar. De ahi deja la pregunta abierta de que quiso decir Google con crear gran contenido: construir un gran sitio, o producir tambien video en YouTube y audio en otras plataformas.
change one of the things that I will say surprised me recently was in the exercise of creating my own podcast was that like Google swallowed that hole like that the if you know by syndicating and being on those sites suddenly like the You Know My Name the name of my podcast was just like this is number one number two number three number four spot for certain queries related to me as a person um and so you know it's it's kind of the a larger question around the what did they actually mean when they said great great content did they mean build a great website or did they mean create multiple…
Escúchalo en el minuto 43:45
Medición y experimentosPara que Performance Max coma lo correcto hace falta alimentarlo con datos propios, y el hueco esta en que a los anunciantes pequenos y medianos nadie les explico que significa eso ni que valor tiene, sobre todo si operan online y offline a la vez. El razonamiento se cierra con una consecuencia incomoda: la pregunta de fondo tras el fin del SEO es si hace falta un sitio web, y la respuesta es que si, porque sin…
pin down but one thing that I expect to see SL hope to see are better tools to leverage our first party data because I order for that to perform well and even now in order for performance Max to be able to eat the right thing we need to make sure that we're actually Levering our first party data so especially looking at small to medium advertisers are we giving them the resources to help them understand what that even means what the value even is there and how can you leverage that for your campaigns especially if you're a multi- multi- channel um Advertiser if you're trying to connect the…
Escúchalo en el minuto 15:34
“Solo haz buen contenido” es un consejo algo tramposo
Estrategia de contenidosEl consejo que Google repite desde hace mas de una decada suena correcto pero omite lo que si mueve la aguja: puedes hacer contenido excelente y ademas ponerle schema, encabezados correctos y enlaces internos, cosas que a nadie se le ocurren si solo escucha “haz buen contenido”. Las propias guias para desarrolladores si piden esas cosas. Y el cambio profundo que poca gente registro es que los backlinks pesan…
is theoretically accurate I think it's I've always thought it was disingenuous um because there simply are things you can do Beyond yes beyond the idea of just make great content because you can make great content and that's fantastic but you can also make great content and attach a schema to it and put in proper headers and put some internal links on your website you wouldn't think to do that in the whole concept of just create great comment so you know is it not true that some of this advice that Google gives out is a little disingenuous well wrong but I also think that that latest you know…
Escúchalo en el minuto 42:31
Canales de adquisiciónLos tres ex Googlers confirman que pagar por anuncios no mejora tu posicion organica: son motores distintos. Lo que ambos tienen en comun es el sitio web, y por eso el sitio pesa cada vez mas: para que funcionen bien tanto los resultados automatizados como los anuncios automatizados, Google necesita entender tu sitio para deducir quien seria un buen cliente. Ademas, sin URL de destino final no hay campana que crear.
also help you from a PPC perspective like we're all EX googlers we can attest to the fact that like the ads engine the organic engine are separate and paying for one doesn't impact the other but just the thing they have in common is your website and so I think that's something else that's become more and more and more and more over important over time and will continue to do so is in order for whether it's automated search results or automated ads to work well Google has to understand your website to understand who would be the good customer for it and so I think that's something that's not…
Escúchalo en el minuto 41:06
Consent mode no es consentimiento, y Google no es tu abogado
Medición y experimentosAdvertencia explicita para anunciantes europeos: la comunicacion confusa hizo que mucha gente tome el consent mode por el consentimiento en si, y son dos cosas distintas ante el GDPR. La definicion practica que dan de dato de primera parte es cualquier cosa que el cliente te entregue directamente, y lo que puedas hacer con ella depende del pais. Dentro de Google podian decir que habia que implementar algo, pero no…
because if I were to summarize my emails with uh with AI would be what does this consent mode thing mean what are like what's this thing about cookies what do you mean data like what's going on and I think because of the messy communication sometimes a lot of the terms are getting conflated so people are taking consent mode as consent which is two separate things and especially for my small to medium advertisers out in Europe please know that those are two different things because gdpr will nail you okay um so in terms of your question I think that it's really important to understand why we…
Escúchalo en el minuto 17:54
El SEO no muere, cambia la pregunta: como entrar en el resumen de IA
Canales de adquisiciónLa postura del panel es que el SEO tecnico —sitio apto para movil, terminos correctos— seguira importando, pero la pregunta nueva es como lograr que tu contenido quede dentro del resumen generado por IA que aparece antes de los resultados. Eso obliga a mirar el contenido propio y preguntarse que trozo de el acabaria citado si alguien pregunta eso, porque la busqueda pasa de una palabra a una conversacion con una…
Google I don't think it's think doomed is a heavy word but I do think it's changing I don't think it's going back to what we traditionally know SEO to be I think technical SEO such as you know is your website mobile friendly are you using the right you know terms on your website I think that's always going to become relevant I think what's going to change and these are some of the conversations that I'm seeing around you know AI summation um tools that are coming up even when searching in Google as I think they're rolling it out in the in the US right now where you search for something and…
Escúchalo en el minuto 36:16
Medición y experimentosLa frase que usaba con clientes es que la diferencia entre ir bien o mal en Google Ads es ejecucion y no un secreto: hacer las cosas correctas, hacerlas bien, seguir las instrucciones y mejorar el creativo. Y advierte contra los promedios del mercado: en la misma sala, al mismo tiempo y en la misma categoria hay una pasteleria con los mejores CPA que ha visto y una concesionaria con los clics mas caros de su…
the other reality and we've all probably all seen this is that um you know I used to use this phrase a lot that the difference between like kind of doing well and doing poorly in Google ads um was really just understanding that it's probably more about execution and not about Secret Sauce like that it's probably just like trying to do the right things and doing them well and focusing on improving creative and doing just like following the instructions um probably lends itself to better performance and so you know the the tricky thing is that it for as much as it might universally be up some…
Escúchalo en el minuto 48:39
Canales de adquisiciónMuchisimos negocios no lo ven porque no lo tienen etiquetado correctamente y no distinguen una fuente de otra, pero un tercio de su busqueda organica llega desde su perfil de empresa en Google. Y eso, a diferencia del resto de la conversacion sobre el fin del SEO, no se va a ninguna parte.
um the uh the thing about SEO and it's kind of the are we talking SEO are we talking local search and I know there's some concentric circles around that so many businesses you know they in terms of because they don't have it tagged properly and they can't see the difference a third of their organic search comes from their Google business profile like it's and that's not going away like so they're they're sort of uh
Escúchalo en el minuto 38:58
Zero party data: disenar la campana para que el cliente te entregue el dato
Medición y experimentosEl concepto que una de las panelistas ve crecer es el dato de parte cero: no el que observas, sino el que el cliente comparte voluntariamente. La consecuencia practica es disenar las campanas para capturar ese dato y recuperar asi el control de volver a impactar a esa persona por otros canales. Apunta ademas a que Google Ads se convierta casi en el intermediario de ese dato, y cita como senal el acuerdo cerrado con…
know something that I read more and more about is this concept of zero party data which I think is interesting as compared to first party data and it's getting our customers to willingly share data with us so I think coming also back to kind of that lead generation conversation it's going to be really interesting to see how we're going to use the ad landscape to try and see can I actually get that zero party data from my customers getting the control back of retargeting those customers through other channels so I think something that we're going to see and we see this also I think um between…
Escúchalo en el minuto 27:09
Las concordancias de palabras clave ya no significan lo que dicen
Canales de adquisiciónSin anuncio de por medio, lo que mas cambio el dia a dia fue el funcionamiento de las palabras clave: la concordancia exacta ya no es exacta, la de frase ya no es de frase, y la amplia supuestamente mejora con puja inteligente, pero esa combinacion no es accesible para presupuestos pequenos. A eso se suma que las audiencias se vuelven mas dificiles con la desaparicion de las cookies de terceros.
fruition um one that I've been grappling with a lot um in my coaching practice is the way keywords are completely changed and I know we've all been talking about the demise of keywords for years you know manani has this tweet he to surfaces every single time someone says keywords are dying they are they've definitely changed you know exact match is not exact anymore phrase match is not phrase anymore broad match is supposedly getting better with smart bidding but for smaller budgets that's just not accessible so I think um this removal of
Escúchalo en el minuto 29:07
Cuidado con quien habla por la plataforma: muchos nunca abrieron el producto
Canales de adquisiciónAviso de alguien que estuvo dentro: cuando un ejecutivo de Google declara a la prensa especializada, muchas veces no usa el producto y solo repite argumentarios que le fueron pasando hacia arriba. El ejemplo es el lio del ad strength, donde un comentario de un ejecutivo mando a toda la industria al panico creyendo que sus anuncios dejarian de mostrarse, y la enlace de anuncios tuvo que escribir un articulo para…
yeah it also brings me back to this um point that I think people don't realize when you haven't worked at Google I mean Matt said it ear like Google's not a person but like when a Google executive talks to search engine land or search engine drone or something like those people don't use the products they've been giving the product up and up and up and up and up and up the talking points and so like recently there was this whole ad strength debacle and Jenny Marvin the ads leaon wrote an amazing article for search engine Journal clearing it all up but like that was not on her road map she…
Escúchalo en el minuto 44:53
No hay vuelta al control: Google va hacia menos opciones y menos visibilidad
Canales de adquisiciónLos controles que si llegaron a Performance Max —temas de busqueda, exclusiones de marca, informes de socios de busqueda y emplazamientos de display— no estaban en la hoja de ruta ni se anunciaron en Google Marketing Live: salieron por presion externa. La lectura de tres ex empleados de Google es que la direccion es menos eleccion, menos transparencia y menos posibilidad de que la plataforma haga exactamente lo que…
return I mean that is what I think what the biggest um surprisingly biggest change was over the last year was the ability to get more insights out of performance Max to add search themes to be able to do brand exclusions because of all those analysis reports seeing search partner and display placements like a lot of control did come but none of that was announced most of that was not announced at gml I don't think that was on the road map it sort of came from outside pressures uh and so I think my fellow ex Googl will agree that we are not moving towards more control and more transparency we…
Escúchalo en el minuto 7:50
La consolidacion abre el video a los chicos y les quita las metricas conocidas
Medición y experimentosEl mayor cambio del ano no fue una funcion sino el empuje a consolidar campanas, primero con Performance Max y ahora con Demand Gen. El lado bueno es que puso el video de embudo completo al alcance de empresas pequenas. El lado dificil es que obliga a cambiar la forma de pensar que es una campana exitosa y que metrica mirar, porque se pierde acceso a los puntos de datos sobre los que esos negocios se construyeron.
honestly the move and the push towards consolidation we saw that with performance Max and we're now seeing that also with demand gen um there are things that I love about both but I think the biggest challenge has been navigating sort of that black box that comes with that right we're not used to not having access to all of those points of data to all of that measurement and so in the daytoday really having to change the way that we think about what makes something successful what makes a campaign successful what metric should I be looking at knowing that we have less and less access to those…
Escúchalo en el minuto 4:11
Lo que mas dolio el ano pasado no fue sexy: verificacion de anunciante y GA4
Medición y experimentosUn ex Googler sostiene que los dos cambios que de verdad ocuparon el dia a dia de los anunciantes fueron la verificacion del anunciante —de la que salio, de rebote, el nombre y el logo de la empresa en el anuncio— y la migracion a GA4, que ni siquiera ocurrio dentro de la plataforma publicitaria. Anade que sigue habiendo mucha ignorancia sobre que cambio realmente al pasar de Universal Analytics a GA4 y sobre como…
Matthew I think the biggest change so I have two in the last year and neither of them are sexy like neither and in fact when I think about even myself at Google and the things that I used to get questions about um if I were to if I had ACC if I could take Gemini and then read my old Google emails and then summarize them and then have it spew back the what what was significant it would say two things and one was Advertiser verification it was just painful just a painful little exercise you know didn't get a lot of of fanfare kind of and Jill of Advertiser verification um and the other was G4…
Escúchalo en el minuto 5:15
Investigación de mercado y clienteCita una investigacion segun la cual el sesenta por ciento de los consumidores que sienten que algun punto del recorrido de cliente les fallo se van con otra marca, sin importar cuantos anos llevaran siendo fieles. El resumen de la tension actual: los clientes esperan que los conozcas, pero ya no entregan datos con facilidad porque entendieron que su privacidad es una moneda.
then can reuse it I also think that we're going to see a stronger focus on the customer experience because there's been some research done I think it said 60% of consumers that feel like any point of the customer Journey has filled them will actually abandon ship and go for a new brand and this could have been a brand that they've been loyal to for years it doesn't matter so customers expect us to know them but they don't want to freely give us as much because they're aware now of of the currency that is privacy so I think we're going
Escúchalo en el minuto 28:01
Investigación de mercado y clienteAnte la idea de una campana que mueva al usuario por etapas, la respuesta es que los embudos no funcionan asi en la vida real. Recuerda las laminas de 2018 donde el recorrido del usuario ya se dibujaba dando vueltas por todas partes. Existen cosas como la secuenciacion de anuncios en YouTube, pero las decisiones de la gente no siguen ese orden, y de hecho la mayoria de los anunciantes solo quiere conversiones y ROAS.
to does that exist anywhere else in the marketing world am I have I missed that no like funnels don't actually work like that in real life don't exist there is no funnel the truth is there is no funnel is that what you're saying there is no spoon no just because like it's not that the journey is like view this ad view this ad convert I remember that slide from like 2018 in all of our you know decks where it's like you know the user Journey actually goes like this and all over the place and so there's something like ad sequencing for example with YouTube but um I don't think that you know user…
Escúchalo en el minuto 11:46
Investigación de mercado y clienteAnte la idea de una campana que mueva al usuario por etapas, la respuesta es que los embudos no funcionan asi en la vida real. Recuerda las laminas de 2018 donde el recorrido del usuario ya se dibujaba dando vueltas por todas partes. Existen cosas como la secuenciacion de anuncios en YouTube, pero las decisiones de la gente no siguen ese orden, y de hecho la mayoria de los anunciantes solo quiere conversiones y ROAS.
to does that exist anywhere else in the marketing world am I have I missed that no like funnels don't actually work like that in real life don't exist there is no funnel the truth is there is no funnel is that what you're saying there is no spoon no just because like it's not that the journey is like view this ad view this ad convert I remember that slide from like 2018 in all of our you know decks where it's like you know the user Journey actually goes like this and all over the place and so there's something like ad sequencing for example with YouTube but um I don't think that you know user…
Escúchalo en el minuto 11:46
El ejercicio de producto: devolver sensacion de control sin devolver control
Canales de adquisiciónUn ex Googler describe asi el problema que resuelve el equipo de producto: cuanto control se puede conceder sin conceder control de verdad, es decir como aplacar la queja recurrente de que es una caja negra y de que falta visibilidad, sin devolver el nivel de especificidad que existia en las campanas de busqueda y display. El contraargumento honesto que el mismo plantea es que cuando la maquina tiene mas datos de…
um the I think I agree I think the the product thought ex exercise seems to be what is the level of control we can grant back without giving control back right it's like how do we how do we appease some of the ongoing feedback that we've received that it's a black box that I need visibility that I but so how do you provide enough of that so that people feel like they're being listened to without actually providing the level of control and specificity they might have had in Search and
Escúchalo en el minuto 9:00
Sobre el Privacy Sandbox: lo que hay que saber es que no hay nada que saber
Medición y experimentosSu respuesta a que deberia saber un anunciante sobre el Privacy Sandbox es que no hay noticia: mucho ruido y nada por ahora. Anade que, aunque Google lo enmarca como un esfuerzo conjunto, en la practica lo esta haciendo casi solo y al resto no le interesa demasiado. De los experimentos si salio una version del remarketing basada en una API que describe como el producto mas complicado que ha visto en mucho tiempo, y…
mean you know I was actually going to comment about that too I think the thing to know is there's nothing to know like I think there's there's it's a much to do about nothing right now that Google will um and yes they they've really they've tried to frame as as if we're not doing this alone they're pretty much doing it alone like it's like they they're Consulting with some other people I'm sure and I'm if I work to free the um the I think the bulk of the work that is being done in privacy sandbox is being done by Google and they're trying to consult with other people other people kind of…
Escúchalo en el minuto 24:13
Google nunca resolvio la generacion de leads
ConversiónObservacion de un ex Googler: no existe un producto de generacion de leads, siempre se habla de ello y deberia haberlo. Los experimentos de formularios en la busqueda nunca funcionaron porque nadie quiere hacer clic, abrir un formulario y rellenarlo dentro de la experiencia de Google. Eso no significa que no exista una version que si funcione, y hay un monton de negocios que se lanzarian sobre ella.
expanded probably not um Google's done a bad job at lead gen like we always talk about it but there isn't a product like there isn't a lead gen product and there probably could be should be um that would be fun I mean I think people there's a whole bunch of businesses that would eat that up what do you mean performance Max for leg gen yeah I mean I like that we all laughed I like that we all laughed right well you think of all the experiments that they've run with like Le genen and search that have just never really worked right because no one wants to click on a thing and open up a form and…
Escúchalo en el minuto 22:38
La campana multiobjetivo con deslizador entre marca y conversion
Canales de adquisiciónEl producto que imagina: un tipo de campana donde cargas todos los recursos que ya usas en las otras y defines varios objetivos a la vez, con un deslizador que reparta, por ejemplo, un 25% a notoriedad y un 75% a captura de demanda de la parte baja del embudo. Lo describe como una idea estupenda para anunciantes pequenos y medianos y un infierno para las grandes marcas, y cree que Google todavia no lo ha construido…
to swallow all at once but could you build a campaign type where you literally just have you throw at all of your assets that you're already doing in those other two campaign types and you just tell and you focus it on multiple goals right which is something Google's not always been good at the kind of multi-goal within a single campaign has been a challenge but you're like and but you could almost Envision a slider of like my brand goal for this campaign is you know a quarter of what I want to focus on but my lower funnel demand capture is 75% so give me 25 awareness and you know whatever it…
Escúchalo en el minuto 10:30
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