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How To Set Up A PERFORMANCE MAX Google Ads Campaign
12 ideas de marketing sacadas de «How To Set Up A PERFORMANCE MAX Google Ads Campaign», de Ben Heath - Google Ads. Sobre todo de canales de adquisición y…
- 12 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 23 min
- Publicada en 2022
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Configurar señales de audiencia con datos propios y búsquedas para acortar el aprendizaje del algoritmo
Canales de adquisiciónAl lanzar campañas de Performance Max, se deben configurar señales de audiencia compuestas por listas de clientes existentes/visitantes web y 2 a 3 términos de búsqueda específicos del servicio. Esto guía el aprendizaje automático inicial de Google y evita el desperdicio de presupuesto publicitario en fases exploratorias no dirigidas.
to move on to audience signal this is a really important component of a performance max campaign it's actually optional but i'd certainly recommend you but that does mean that initially google might be a bit confused over who exactly to put your ads in front of and with an audience signal you can say to google this type of person here's some signal some examples some direction in terms of who's target and it can help you save quite a lot of budget especially at the beginning with a performance max campaign where google's just doing lots of testing and trying to work out who is the best people…
Escúchalo en el minuto 11:53
Aportar la máxima variedad de formatos de imagen a los grupos de recursos de Performance Max
Canales de adquisiciónPara maximizar el alcance y rendimiento de un grupo de recursos en Performance Max, se debe cargar el límite permitido de imágenes (hasta 20) combinando formatos horizontal, cuadrado y vertical, dotando al algoritmo del material necesario para mostrar anuncios adaptados a todos los emplazamientos de la red.
is we can add up to 20 different images you can see that google recommends that we upload images in different sizes different formats because there's going to be lots of different types of ads across all these different some of those are going to be different formats they're going to want images that are square or landscape or portraits so if you can go ahead and add in images that are landscaped that are square that are portrait that's ideal um and do here you can add up to 20 and i'd recommend that you do so the whole point of this is to give google as much sort of ammo as possible to test
Escúchalo en el minuto 7:25
Canales de adquisiciónHabilitar la expansión de URL final en campañas de Performance Max permite a Google dirigir tráfico a diferentes páginas del sitio (como fichas de producto, casos de estudio o testimonios) para descubrir qué destino convierte mejor; para mantener el control, es preferible excluir URLs no deseadas antes que desactivar la función por completo.
see that for better conversions google recommends keeping it on and so do what i recommend keeping it on the whole point of performance max is to basically say google go out and find me the best options if that means sending people to different pages to my website that i wouldn't have thought to test great go ahead and test that for me now you can have a little bit of a halfway house where you can just exclude certain urls so let's say you're happy for google to send people to lots of different pages to work that out but not these few because that doesn't really make any sense or you can go…
Escúchalo en el minuto 5:23
Canales de adquisiciónEn campañas publicitarias automatizadas (como Performance Max) que tienen activada la expansión de URL final, es preferible utilizar la llamada a la acción en modo automático. Esto permite al algoritmo testear y seleccionar el texto del botón más coherente con la página de destino hacia la que dirija al usuario (por ejemplo, 'Registrarse' para una consulta o 'Más información' para casos de éxito).
we get into call to action now we can see that the default here is automated using automated is a good idea firstly because it allows google to test all the options and come up with the best one um as we have here if i scroll up your url expansion turned on we want to make sure that google uses the most appropriate call to action for that page if google's deciding to send people through to a page where people can sign up for you know a free consultation on our website then they want you to sign up but if google's sending people to a page like a case studies page or the home page on our…
Escúchalo en el minuto 10:47
Excluir conversiones secundarias de bajo valor en campañas Performance Max
Canales de adquisiciónPerformance Max tiende a optimizar hacia las conversiones más fáciles y de menor valor (como suscripciones a newsletters o descargas gratuitas) en detrimento de conversiones críticas (como consultas o ventas). Para solucionarlo, se deben eliminar manualmente los eventos secundarios como objetivos de conversión dentro de la campaña.
and improvements another potential con that we do see with google with performance max campaigns is that google will sometimes favor lower value conversions even if you're optimizing now we want the free consultations more than we want the email opt-ins but sometimes we'll just see with a performance max campaign google getting you tons of those email opt-ins even if not great now you can manually override that because you can remove the email opt-in as a conversion goal from your performance max campaign and maybe you can do that and then it
Escúchalo en el minuto 21:02
Usar Performance Max para escalar campañas de búsqueda validadas
Canales de adquisiciónPerformance Max es especialmente efectivo para escalar resultados cuando ya se tiene una campaña de búsqueda exitosa y se busca expandir el alcance a todas las redes de Google rápidamente y sin la complejidad operativa de configurar campañas individuales.
firstly it's going to give you massive potential reach and if you've got a campaign that performs well and you want to go to scale it up performance max campaigns work really really well for that if you've got a search campaign that's delivered great results for example and you want to find an easy way to try and take that out to new markets performance max works really well it's also very quick and easy to set up right it would take you so much longer to set up individual campaign types for all the different networks that's so much more work involved and less work you know is great for…
Escúchalo en el minuto 18:03
Canales de adquisiciónLas campañas Performance Max rinden notablemente mejor en cuentas publicitarias con abundantes datos históricos de conversión, ya que el algoritmo necesita señales suficientes para identificar a quién y cuándo mostrar los anuncios. Si una cuenta nueva falla con PMax, se recomienda reevaluarla tras acumular meses de datos con campañas convencionales.
what we have found is that the ad accounts with more data more conversions they produce better results when you use performance max and that makes sense right because google's got so much to test if there's more conversions in your ad account google's got a better indication of who to advertise to when to advertise all those various data points and that can help you get better more data you might want to re-test or want to test again in six months 12 months when you've got more data in your ad account that seems to be a really
Escúchalo en el minuto 22:17
Optimizar por valor de conversión cuando coexisten diferentes tipos de conversiones
Canales de adquisiciónCuando en un sitio web existen acciones de conversión con diferente peso económico (como solicitar presupuesto frente a descargar un lead magnet gratuito), se debe asignar valores a cada objetivo y configurar la puja para optimizar por valor de conversión, permitiendo que el algoritmo priorice a los prospectos de mayor valor comercial.
goals whatever you enter in down here is going to be what google will optimize get you and also it's a good idea to have values associated with these optimize for conversion value in other words go after the conversions that are optimize for conversion value now if you have conversions on your website that differ in value significantly let's say for example you had um people that could opt in and inquire about your service like a full lead and you also have like an email opt-in someone who just signs up for a you know a free report for example well those two conversions have very different…
Escúchalo en el minuto 1:32
Mantener señales demográficas amplias en Google Performance Max
Canales de adquisiciónEn campañas de Performance Max se recomienda no restringir en exceso los datos demográficos (edad, género o ingresos) salvo que el negocio esté estrictamente enfocado en un nicho extremo, ya que darle mayor flexibilidad demográfica al algoritmo de Google mejora la optimización y la captación de clientes potenciales.
i like to give google a lot of flexibility with performance max campaigns that's kind of the point here is that we're saying you go and work it out google here's all the data but if if you're even say 80 20 one way or the other i would go with both and if your 25 to 45 we wouldn't just go with 25 to 45 we would have it be broader give google more flexibility is better really important to your business i'd recommend keeping things nice and broad include all demographics to increase leads so yeah for the most part that's
Escúchalo en el minuto 15:29
Evitar fijar objetivo de ROAS en campañas o cuentas publicitarias nuevas
Canales de adquisiciónAl iniciar una campaña publicitaria en una cuenta nueva sin historial de rendimiento, no se debe establecer un ROAS objetivo (Target ROAS), ya que se carece de datos de referencia para calibrar el algoritmo y se corre el riesgo de limitar indebidamente la entrega.
a target return on ad spend if you want and we typically wouldn't do this if it's a new campaign new ad account because we probably don't know what we're likely to get in terms of a a roast number um but you can if you want
Escúchalo en el minuto 3:54
Riesgo de control de marca por ensamblado automatizado en Performance Max
Marca y posicionamientoLa principal desventaja de Performance Max es la pérdida de control sobre la presentación de la marca, ya que el algoritmo combina textos e imágenes de forma automática, pudiendo generar combinaciones incoherentes hasta que el sistema recopila suficientes datos de conversión para descartarlas.
though right so firstly you have less control and if you really care about how your brand is presented to your target audience performance max might throw up some issues because with all that testing with all those images all that text variation sometimes google is going to put together ads that don't really make sense and obviously those people aren't going to go ahead and convert google will quickly work that out and they will then um go with ad options that do make sense because they'll see that in the data and the actions people
Escúchalo en el minuto 19:34
La opacidad de datos en Performance Max limita la optimización incremental a largo plazo
Canales de adquisiciónA diferencia de las campañas de búsqueda tradicionales donde se depuran elementos específicos durante 6 a 12 meses para maximizar rendimiento, Performance Max no ofrece granularidad de datos suficiente, impidiendo que anunciantes avanzados implementen optimizaciones manuales incrementales.
aware of also because you can't see as much specific data you don't have the same insights with performance max campaigns it's more difficult for you to take optimization actions and improve results um over the long run and that campaigns because we've been able to work out each individual element how it what we need to delete what doesn't work as well with performance max it's much more of an automated process you don't get the same level of specificity and you're not able to make those incremental improvements so for advanced google advertisers often they're still seeing better results…
Escúchalo en el minuto 20:09
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