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How AI is changing Google Ads
17 ideas de marketing sacadas de «How AI is changing Google Ads», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de canales de…
- 17 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 30 min
- Publicada en 2024
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Filtrar palabras clave negativas mediante análisis semántico de consultas en Google Ads
Canales de adquisiciónEn lugar de ordenar los informes masivos de términos de búsqueda únicamente por volumen de clics, utiliza modelos de lenguaje para evaluar la distancia semántica de las consultas respecto a la intención original del anuncio y detectar rápidamente términos no deseados para incluirlos como palabras clave negativas.
those smaller asks that would be finding negative keyword ideas from your Search terms reports I mean we all struggle when we pull down a search term report and it's 10,000 queries are in there how do you go through that and you basically sort it from highest volume to lowest volume but what if you wanted to have a semantic ranking of like which of these words are the furthest removed which ones of these are like the most rebellious teenagers that have gone like really far from what your intent was but that's semantic right and so that the numbers themselves themselves don't tell you that…
Escúchalo en el minuto 9:28
Estratificación de automatizaciones (Automation Layering) para gobernar algoritmos de PPC
Canales de adquisiciónAnte plataformas publicitarias que operan con modelos automatizados opacos tipo 'caja negra', los anunciantes deben implementar su propia capa de automatización y límites de control (guardrails) para supervisar las desviaciones del algoritmo, recibir alertas y ejecutar respuestas correctivas automáticas.
time um and so one little concept that I wrote about in my book in my second book was automation layering and the premise is that companies like Google they're really really good at automation but when they think about automation it's these really sophisticated opaque Black Box models that really frustrate a lot of advertisers and digital marketers and so when I talk about automation it's often about the automation that you put in place to control the machine from Google and make sure that it is doing sort of the right thing by by your strategies and if it's starting to deviate you've got…
Escúchalo en el minuto 2:18
Canales de adquisiciónLimitar de forma proactiva las campañas de Performance Max mediante audiencias o temas de búsqueda restrictivos empeora métricas finales de negocio como CPA, ROAS y tasa de conversión, ya que restringe la capacidad exploratoria del algoritmo de IA.
data studies and one of them was about performance Maxs and what we analyzed was if you sort of limit performance Maxs by adding search themes or you're adding audiences does that make results possible to a business result like a conversion rate CPA roas we also looked was the more that you put limitations on the AI and you restrict bmax by giving it an audience the results actually got and we have to at some level allow the AI to go and explore and do what it does but I think for us to proactively limit it from experimenting with things that often in the data that we see actually leads to…
Escúchalo en el minuto 20:06
Canales de adquisiciónLimitar de forma proactiva las campañas de Performance Max mediante audiencias o temas de búsqueda restrictivos empeora métricas finales de negocio como CPA, ROAS y tasa de conversión, ya que restringe la capacidad exploratoria del algoritmo de IA.
data studies and one of them was about performance Maxs and what we analyzed was if you sort of limit performance Maxs by adding search themes or you're adding audiences does that make results possible to a business result like a conversion rate CPA roas we also looked was the more that you put limitations on the AI and you restrict bmax by giving it an audience the results actually got and we have to at some level allow the AI to go and explore and do what it does but I think for us to proactively limit it from experimenting with things that often in the data that we see actually leads to…
Escúchalo en el minuto 20:06
Facilitar la compra inmediata en el encabezado para usuarios ya convencidos por IA
ConversiónColoca la opción de compra o conversión directa en la parte superior de la landing page para eliminar fricciones a usuarios que ya llegan decididos gracias a asistentes de IA, manteniendo los detalles informativos en secciones inferiores para quienes aún los necesiten.
saying that I think more and more people as they come to your landing page will be so much better informed than they used to be and they it's already binary in their head like they already know they want to buy it from you you don't be making sure that even you know just practically right at the top of the page there's an option for them to just go in and complete the purchase so you getting out of the way if they don't need the information so they can just go and buy the product book the service whatever they need to do but then there is still extra information like loow to the page if they…
Escúchalo en el minuto 28:53
Estrategia y decisiones de negocioEn lugar de interactuar con la inteligencia artificial como un asistente genérico, configura múltiples GPTs personalizados que asuman posturas específicas (un asesor escéptico que cuestione decisiones, otro de apoyo y otros especializados en la industria del cliente) para simular un equipo multidisciplinar de expertos.
ads but you can basically build an army of colleagues you can build a whole company using custom gpts and you can have a couple of these gpts that highly skeptical about everything you do and then you can have some gpts that are highly supportive and then some gpts that take the put on the hat of having worked in the industry of your client and a different one that works in a different industry and all of a sudden you got all these little pieces that help you be a better performer because it's like you've surrounded Yourself by a group a team of like really good experts yeah and obviously…
Escúchalo en el minuto 6:51
Estrategia y decisiones de negocioEn lugar de interactuar con la inteligencia artificial como un asistente genérico, configura múltiples GPTs personalizados que asuman posturas específicas (un asesor escéptico que cuestione decisiones, otro de apoyo y otros especializados en la industria del cliente) para simular un equipo multidisciplinar de expertos.
ads but you can basically build an army of colleagues you can build a whole company using custom gpts and you can have a couple of these gpts that highly skeptical about everything you do and then you can have some gpts that are highly supportive and then some gpts that take the put on the hat of having worked in the industry of your client and a different one that works in a different industry and all of a sudden you got all these little pieces that help you be a better performer because it's like you've surrounded Yourself by a group a team of like really good experts yeah and obviously…
Escúchalo en el minuto 6:51
Medición y experimentosPara optimizar el tiempo dedicado a los informes mensuales de campañas publicitarias, alimenta un modelo de lenguaje con los datos de rendimiento del periodo actual frente al mes anterior o al año previo para que genere automáticamente el análisis explicativo de qué campañas impulsaron las variaciones en conversiones.
basis that takes a huge amount of time so that big task once a month that's probably reporting so having a GPT that explains what is happening in an account that is tremendously useful and it can do quite a good job at that you give it to Performance from the current month and the previous month or that same month in the previous year then it's going to start drawing like conclusions and explain okay well it looks like your conversions are up and it's due to these campaigns that have shifted and it can really give this explanation so that's a that's a huge help and then in terms of
Escúchalo en el minuto 9:00
Simular perfiles de comprador en LLMs para empatizar y redactar copy
Mensaje y copywritingCuando el profesional de marketing no comparte las características o el poder adquisitivo del cliente ideal, puede instruir a un modelo de IA para que adopte ese rol específico y revele qué términos buscaría, qué aspectos le resultan atractivos y qué enfoque de mensaje usar en anuncios y páginas de aterrizaje.
is like I've got hotel bookings put myself in the shoes of a budget traveler I'm in my 40s I make decent money so I'm not a budget traveler so it's hard for me to put myself in the shoes of those um those users and GPT you can tell it behave like someone like that and tell me what they might be searching for tell me what they find interesting and so that it it leads into what are the right keywords but also what's the messaging in the ads what should you be putting on the landing page and sometimes it's eye openening because again if if you're not in that position it's sometimes hard to…
Escúchalo en el minuto 11:00
Posicionar la agencia en la frontera de la IA mostrando casos de uso futuros a clientes
Marca y posicionamientoPara evitar la obsolescencia ante la automatización, los especialistas de marketing deben ir más allá de tareas básicas como redactar copys y mostrar a sus clientes experimentos y casos de uso avanzados de IA que anticipen ventajas competitivas a futuro.
always tried to put myself on The Cutting Edge of something that people want to talk about or that I think important but that's what your clients want to talk about too right so try to understand how does this really work even if it's a use case that isn't quite scalable today like show them a use case that's going to blow their minds as far as like oh my God like if I can do that for my business in two years like that is gamechanging that puts me miles ahead of my competitors so those are the conversations you got to try to get into so in addition to working with the AI and doing the simple…
Escúchalo en el minuto 17:19
Filtrado semántico de términos de búsqueda irrelevantes mediante LLMs
Canales de adquisiciónEs posible optimizar la gestión de palabras clave en campañas de búsqueda pasando grandes volúmenes de términos a un modelo de lenguaje para que clasifique y extraiga automáticamente los términos menos relevantes y acelerar la toma de decisiones.
models are so good because that's what they do they do language and so now you can say take this list of 10,000 terms and bring back the 100 worst ones on sort of a relevance basis and then it give it presents you with that and you can make a decision on it so these are
Escúchalo en el minuto 10:01
Mensaje y copywritingLas creatividades y páginas de aterrizaje son más efectivas cuando eliminan distracciones externas y permiten que el prospecto se proyecte a sí mismo utilizando el producto en su propio contexto de vida.
the iPad maybe I'm like well then it's not for me because I'm not a child so you've actually maybe risked turning off some people so unless you can really bring it back to okay that person needs that image and that person needs that you did it would look kind of like me oh interesting I can picture myself in that same thing on landing pages right more that you can suddenly almost manipulate people into seeing themselves in that situation that is the thing that might because yeah exactly right you want people to imagine that if they're the hero of the product as opposed to you
Escúchalo en el minuto 25:04
Las fotos con personas pueden dañar la conversión si impiden al usuario proyectarse en la oferta
ConversiónEl uso de rostros humanos en páginas de aterrizaje no siempre aumenta la conversión; en sectores como turismo, eventos o bienes raíces, mostrar a otras personas puede hacer que el consumidor sienta que la exclusividad está tomada, dificultando que se imagine a sí mismo viviendo la experiencia.
we're talking about but you said Recent long-standing belief it turns out that effectiveness of using human faces on landing pages isn't as universal as one's thought depending on the audience in the product other elements like bold visuals compelling Graphics or even abstract imagery might perform better so to see Machu picu could actually become somewhat turned off from wanting to go other people have claimed the uniqueness that landscape that place then people can imagine themselves in it it's the using that house you want people to imagine themselves in that house and so that yeah you…
Escúchalo en el minuto 23:04
Transformación de las landing pages de persuasión a motores transaccionales por la IA
ConversiónA medida que los usuarios resuelven sus dudas y exploran productos dentro de asistentes de IA generativa antes de hacer clic, las landing pages dejarán de centrarse en la persuasión inicial para convertirse principalmente en motores rápidos de transacción e insumos de información para los asistentes.
that this is Microsoft data saw Microsoft found is that people spend more time on search when they interact find what they need but they open up new layers of exploration about that thing that's going to shift I think people are going to stay longer with the generative take care of on the landing page now happen with the generative assistant and your landing page to some degree becomes almost like Google which is the transaction engine it's just about where think the importance of landing pages is going to become severely lowered but at pages as a way to help the generative assistant know the…
Escúchalo en el minuto 26:58
Evolución de Google a motor transaccional frente a la búsqueda conversacional
Canales de adquisiciónLa IA conversacional y los asistentes de voz absorben la fase inicial de descubrimiento y recomendación al sintetizar respuestas contextuales, desplazando a buscadores tradicionales como Google hacia una función meramente transaccional donde el usuario solo acude a comparar precio final y comprar.
GPT is doing is like it's such a fundamental shift in how you behave when you do a search and that's a big deal buying an iPad like why do I need to look through all of these Blue Links to figure out like what's right iPad for me now the fact that it just summarizes all the best information and it helps me come to a a conclusion of what I should buy without having to do 30 searches I Look to Google for these days is really it's a transaction engine so after GPT has told me the vacation I want to go on the tour I want to take the product I want to buy the decoration I want to put in my home…
Escúchalo en el minuto 12:09
Ley de Amara en la adopción de la inteligencia artificial
Estrategia y decisiones de negocioAl evaluar el impacto de la IA generativa, se suele caer en la Ley de Amara: sobreestimar su capacidad y efecto inmediato en el corto plazo, mientras se subestiman los cambios estructurales profundos que provocará en un horizonte de 10 a 15 años.
notion about amar's law which says that in the near term people overestimate the impact of technology and in the long term they underestimate it right so I think we all have too high of a hope of what it can do today but we're not seeing like these radical changes that are going to happen in say like a 10 to 15 year time frame due to how generative AI works today so now that's coming for
Escúchalo en el minuto 16:37
La automatización publicitaria devuelve al gestor de PPC a un rol estratégico
Canales de adquisiciónEl avance del machine learning y la automatización en la gestión de campañas absorbe la selección mecánica de palabras clave y tareas repetitivas de análisis de datos, liberando tiempo para que el profesional actúe como un estratega de marketing y no como un operador de hojas de cálculo.
agencies well I mean most fundamentally I would say it Returns the marketer's role to that of a marketer as opposed to a data junkie who's in spreadsheets all day long and does a lot of repetitive tasks that's really the uh the core premise of automation and then I think actually do and the machines are quite good at picking keywords writing hat text uh but sort of at that base level it's really just about freeing up your
Escúchalo en el minuto 1:45
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