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How To Structure Google Ads Campaigns The RIGHT Way
17 ideas de marketing sacadas de «How To Structure Google Ads Campaigns The RIGHT Way», de Ben Heath - Google Ads. Sobre todo de canales de adquisición…
- 17 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 34 min
- Publicada en 2022
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Canales de adquisiciónNo se debe iniciar una campaña de búsqueda usando concordancia amplia, ya que tiende a inflar el costo por lead; primero se debe comprobar la efectividad con concordancias específicas (frase y exacta) y solo expandir a amplia aquellas palabras clave individuales que demuestren un rendimiento sobresaliente.
and you know broad match is something you can test with these terms particularly if you find that once you run this ad group that one or a few of the keywords are performing really really well at the phrase match level and you think we might be able to broaden this out and get really good results with this as well that would be exactly where i'd start when you want to test board match but it is not something that i would recommend from the very beginning when you're launching a new campaign you want to prove that it can work with the more specific terms first before you broaden out because…
Escúchalo en el minuto 11:24
Canales de adquisiciónPara maximizar la relevancia en campañas de búsqueda, se recomienda organizar la cuenta en múltiples grupos de anuncios altamente específicos (por ejemplo, entre 12 y 15) limitando cada grupo a un máximo aproximado de seis palabras clave principales; cualquier exceso debe separarse en un nuevo grupo de anuncios.
stuff so you really can get um very specific and as i said i would recommend it it would not be a bad idea for a business like us for us to have 12 15 different ad groups you're rarely going to make a mistake by having too many the only downside to doing so is already talked about the more specific the better now and then within the ad groups in terms of keywords six is a maximum usually um and yeah if you're finding you're trying to add in too many if you're going over that mark you can probably separate those out and break those out into separate ad groups is typically how we
Escúchalo en el minuto 13:06
Pujar por términos y marcas obsoletas basados en el hábito de búsqueda del cliente
Canales de adquisiciónAl configurar campañas de búsqueda pagada, conviene crear grupos de anuncios dirigidos a nombres antiguos o términos desactualizados (como 'Google AdWords') si los clientes potenciales aún piensan y buscan usando esa terminología previa.
again i know that you know that when we're advertising this term do the people that might be hiring our agency know that a lot of them won't a lot of them will still think it's called adwords they may have run campaigns six seven years ago when it was called adwords and think you know okay i'm gonna do that again it kind of worked before but let's give it another go let's find a new agency so you want to be thinking about this from prospects your potential customers search behavior point of view
Escúchalo en el minuto 10:46
Canales de adquisiciónEn campañas de Google Ads recién creadas, se debe evitar la concordancia amplia porque atrae búsquedas poco relevantes que desperdician presupuesto; en su lugar, conviene emplear concordancia de frase y duplicar las palabras clave en concordancia exacta.
right now as broad match keywords and that is not something we want we don't want to be that broad particularly with a new campaign that's something you want to add in later on so i'm going to go ahead and make all of these um phrase match keywords that's going to provide more specific um targeting and mean that our ads show for searches that are more closely related to the terms we've ended here you go with broad match and you'll see that your ads appear for all sorts of searches that aren't really relevant and can end up wasting money and wasting budget which is why i said it's not…
Escúchalo en el minuto 3:58
Limitar a un máximo de seis palabras clave por grupo de anuncios
Canales de adquisiciónEstructurar campañas con agrupaciones muy cerradas de máximo seis palabras clave por grupo de anuncios facilita la creación de anuncios y páginas de aterrizaje altamente específicos, lo cual incrementa las tasas de conversión.
when it comes to ad groups the more you can create and the more specific you can get the better um i don't want you to go above say six keywords per ad group less is often a good way to go it is more effort to set up a campaign with lots of different ad groups with very very tight keyword groupings but it allows you to create more specific ads more specific landing pages both of which i'm going to talk about later on and that can really help improve performance it can help improve conversion rates once someone clicks through to your website or landing page and is worth doing if your
Escúchalo en el minuto 2:58
Canales de adquisiciónAl configurar una campaña de búsqueda en Google Ads, se debe desactivar la opción por defecto de incluir la Red de Display para enfocar el presupuesto exclusivamente en búsquedas relevantes y evitar gasto ineficiente en etapas iniciales.
next then you can see that google defaults to running these ads both on the search network and display network to get started i like to remove the display network i don't think it's where beginners should be should be playing for the most part and when it comes to structure search network is more appropriate for what we're going to set up what we're going to use and what we're ungoing to demonstrate so this is often how i'd start anyway then we get
Escúchalo en el minuto 1:30
Alineación de landing pages específicas por grupo de anuncios en Google Ads
ConversiónPara maximizar los resultados de conversión, es ideal dirigir el tráfico de cada grupo de anuncios a una landing page específica adaptada a sus términos de búsqueda y copy (o al menos una por servicio), manteniéndolas huérfanas o no navegables desde el menú principal del sitio web para evitar confusiones.
but in an ideal world you would get as specific as possible with the landing one landing page but the absolute ideal is to go one step further and have an individual landing page per ad group and that might mean that you have almost identical pages now you need to make sure that not all of these are navigable from like the home page on your website because that's going to get just have a landing page that only people that are being sent from a google ad to that landing page access there and we might have slightly different language on on that page instead of but it can make a difference to…
Escúchalo en el minuto 30:37
Canales de adquisiciónUna estructura efectiva de Google Ads requiere segmentar campañas en grupos de anuncios altamente temáticos con un límite aproximado de seis palabras clave estrechamente relacionadas, entre uno y dos anuncios de búsqueda adaptables (RSA) por grupo y destino a landing pages dedicadas.
got your campaign you've got as many ad groups within that as you need really tight keyword groupings no more than around six keywords per ad group and they all need to be very closely related to the main core theme of the ad group usually one sometimes two responsive search ads in each one of those ad groups and then an ideal world a landing page per ad group but certainly a landing page per offering per service per product etc to get the best possible results that's how i would recommend you structure things and you can see significant improvements and results just by structuring them that…
Escúchalo en el minuto 33:12
Evaluar y pausar tipos de concordancia de palabras clave según el umbral de CPL máximo
Medición y experimentosDesglosar las palabras clave por tipo de concordancia (exacta vs. frase) permite evaluar su rentabilidad individual; si la versión en concordancia de frase supera el coste por lead objetivo (por ejemplo, 18 frente a un límite de 15), debe pausarse para concentrar el presupuesto en la concordancia exacta más eficiente.
advertising to if you break them out like this you can very easily see that information you can go you know what the exact match of digital ads agency services produces a cost per lead of 13 that's great the phrase match version the same thing is a cost per lead of 18 that's more expensive 15 are cut off therefore we'll remove that we won't continue advertising to that so now what
Escúchalo en el minuto 5:10
Personalización modular de anuncios de búsqueda para maximizar CTR y conversión
Canales de adquisiciónPara optimizar campañas de búsqueda sin rehacer cada anuncio desde cero, conviene duplicar el anuncio responsivo base entre grupos temáticos y adaptar únicamente los titulares y descripciones vinculados a la palabra clave específica; esta congruencia incrementa directamente el CTR y la tasa de conversión.
and then when it comes to creating ads in other ad groups what i typically do is start by simply um copying and then pasting into other ad groups that's a good way a quick and easy way to get started so description stuff and that's a big plus of this structure where we have lots of different ad groups you can get more specific with the copy in the ads which leads to higher click-through rates which also leads to higher conversion of overlap but being able to change some of the more specific ones is really to make it more um more congruent with the keywords that
Escúchalo en el minuto 25:19
Canales de adquisiciónSe desaconseja el uso de concordancia amplia (broad match) en campañas de búsqueda, ya que expone los anuncios a búsquedas excesivamente diversas y poco cualificadas, lo que maximiza los ingresos publicitarios de Google a costa del retorno de inversión del anunciante.
and you'll see by the way that google will try and get you to use broad match not something i'd recommend as i've already mentioned it's more of a thing that helps google because it means they can put your ads in front of more searches they can make more money from more different searches that people make i don't think it's within your best interest okay let's go ahead and click
Escúchalo en el minuto 8:20
Canales de adquisiciónConfigura las extensiones de anuncios (como enlaces de sitio o texto destacado) a nivel campaña cuando los beneficios apliquen a toda la empresa, y segmentalas a nivel de grupo de anuncios únicamente cuando tengas páginas de destino o propuestas de valor exclusivas para ese servicio concreto.
business if you've got lots and lots of specific things then great add it at the ad group level use different site link your website but are there differences in the benefits associated services so for example we would in this case we would often create call out extensions at the campaign level if i that was only true for facebook ads but not for google ads and we would want to select we would want to create this at the ad group level and then create different ones at
Escúchalo en el minuto 20:05
Diversificación y alineación temática de titulares en anuncios responsivos de Google Ads
Canales de adquisiciónConfigura al menos seis titulares específicos al tema del grupo de anuncios y redacta variantes lo bastante diferenciadas entre sí para evitar redundancias visibles si se muestran juntos, combinando la palabra clave principal con argumentos de venta y pruebas de resultados para maximizar el CTR y las pruebas automáticas.
headlines because it's a responsive search ad these headlines can be shown next to each other so we couldn't just potentially look weird if it was tested that way but we could have something different enough so that if you had the two together digital advertising agency followed by uk based digital ads team that wouldn't look too weird and then of course you want to be adding in headlines to help sell the service so we short-term contracts that's often a selling point um that's that's so i would usually recommend that you add in something like look at our results if that's something that we…
Escúchalo en el minuto 15:06
Estratificación de extensiones de anuncio entre nivel de campaña y grupo
Canales de adquisiciónEn publicidad en buscadores, combina extensiones transversales (enlaces a sitio y textos destacados) a nivel de campaña para ahorrar tiempo de gestión con extensiones hiperespecíficas a nivel de grupo de anuncios (como casos de estudio temáticos o teléfonos de departamentos) para elevar la relevancia.
the end you could have your overall campaign level ones that apply to all the ad groups and then you could have more specific um ad group level ones for certain ones like a google advertising campaign level ones and there will be some that apply campaign-wide and that's fantastic and that's great that'll save you some time but we could also add in some more specific to google ads that enough you have different phone numbers associated with different departments you can add in different phone numbers
Escúchalo en el minuto 28:09
Canales de adquisiciónCuando la agrupación de palabras clave dentro de un grupo de anuncios es hiperespecífica, es suficiente utilizar un único anuncio de búsqueda responsivo (RSA), ya que sus múltiples combinaciones de títulos y descripciones cubren la variabilidad necesaria sin tener que duplicar anuncios.
now just have the one ad now of course it's a responsive search ad which means there's lots of different headline variations there's different description variations so it's almost like you've combinations would we go ahead and add in different ads often we wouldn't the say we would often just go with the one we would go with the one um at responsive search ad per ad group because and that's what this structure allows us to do the super specific grouping of the keywords in the ad group allows us to get away with that so to
Escúchalo en el minuto 23:08
Canales de adquisiciónAñade las cuatro descripciones permitidas en los anuncios responsivos de búsqueda integrando llamadas a la acción, diferenciales de servicio y prueba social para que el algoritmo pueda probar y optimizar combinaciones junto con los titulares.
out you can add up to four options they would really recommend that you do add four options if you can so we could have something like um book free no obligation call today to find out re-emphasize some of the the things that are important to people so specialist see why hundreds of clients choose us options and again because the responsive search ad google can test those various options they can test them in conjunction with the headlines um which
Escúchalo en el minuto 17:46
Segmentar grupos de anuncios según matices semánticos y sofisticación del cliente
Canales de adquisiciónConviene dividir las palabras clave en grupos de anuncios hiperespecíficos que reflejen variaciones semánticas (como 'agencia de marketing digital' frente a 'agencia de publicidad en Google'), ya que los clientes potenciales utilizan términos distintos en función de su nivel de conocimiento o del servicio específico que buscan.
but that's the sort of level of specificity that can help you get the best possible results because some often they're the same thing but some people will use different terms to search some people do actually mean different things different now we're going for more of a specific service that someone might be searching for um that our business offers which is google ads agency done for you services and that is different of course to just got to think about this from your prospect's point of view particularly an industry where people don't necessarily understand it all that well the people…
Escúchalo en el minuto 7:37
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