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How To Succeed with a NEW Google Ads Account
13 ideas de marketing sacadas de «How To Succeed with a NEW Google Ads Account», de Ben Heath - Google Ads. Sobre todo de canales de adquisición, medición…
- 13 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 24 min
- Publicada en 2026
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Filtrar clics no cualificados mediante la explicitud del público objetivo en el copy del anuncio
Mensaje y copywritingEn campañas PPC (pago por clic), explicitar claramente en el copy del anuncio a quién va dirigido el producto o servicio actúa como filtro previo: disuade los clics de usuarios no cualificados que rebotarían, ahorrando presupuesto en cuentas con fondos limitados.
Another side note on Google ads, a lot of Google advertising is pay-per-click, right? So you only pay on search if someone clicks on your ad. Well, if you have really clear messaging around who your product or service is for in the ad, only people that are interested in that are going to click. And therefore you can save yourself a lot of money by not generating clicks from people that come through, realize you're not right for them and then bounce off. So new Google ad account users normally have smaller budgets. It's a good way to make your budget go further as well.
Escúchalo en el minuto 12:37
Matriz de selección de campaña inicial en Google Ads
Canales de adquisiciónEn cuentas nuevas de Google Ads, se debe comenzar con un único tipo de campaña adaptado al modelo de negocio antes de diversificar o usar Performance Max: Búsqueda (Search) para captación de clientes potenciales y servicios por intención de búsqueda; Shopping para comercio electrónico enfocado a compra de producto; y Demand Gen para anunciantes que provienen de plataformas visuales (como Meta) con creativos ya…
strategy that's a problem. I promise you it's other things. The next thing that's really important for new Google ad accounts is to just start with the one campaign type, usually just the one campaign. pieces. You can't put enough time, effort, and focus into any one element. I'd rather you did one and what you've done previously. So I'll quickly run through the options, right? So if you are a lead based business, so you're looking to generate leads, that's why you're advertising on Google, search probably makes the most sense. Whether you're local or service based, maybe a bespoke product…
Escúchalo en el minuto 6:13
Priorizar intención comercial sobre volumen de búsqueda con concordancias cerradas
Canales de adquisiciónAl iniciar campañas de búsqueda en Google Ads con presupuesto limitado, prioriza palabras clave con alta intención comercial (como términos de servicios o consultas sobre precios y costes) y utiliza concordancia exacta o de frase en lugar de concordancia amplia para evitar el tráfico poco cualificado y maximizar el ROAS.
campaign types as well. And that's that with your keyword strategy, you really want to focus on intent right? So depending on the search volume for the keywords you want to target, you may want to start with exact and phrase match as opposed to broad match, which is the default. And if you're got quite a bit of search volume for your keywords, start with exact and phrase. If not, you can go with broad to start with. Particularly important if you're operating with a small budget, your job is not to get your ads in front of as many people as possible. It's to get the best possible return on ad…
Escúchalo en el minuto 18:34
Canales de adquisiciónEn cuentas nuevas de Google Ads se debe optimizar directamente por conversiones o valor de conversión en vez de maximizar clics. El algoritmo actual es literal y, si se le piden clics, atraerá tráfico de bajo valor o accidentales; en cambio, Google utiliza datos agregados de negocios similares y señales de interacción tempranas (como tiempo de permanencia o retención de video) para aprender y optimizar ventas o…
conversions or conversion value, but instead optimize for clicks. And this is something that I would have recommended as well two, three years ago, longer than that. But now Google Ads as a platform has become sophisticated enough where you absolutely want to be optimizing with a new ad account for either conversions or conversions value. And actually, as the platform has become more sophisticated, it's also become more literal in its optimization. So if you say to Google, I want as many clicks as possible, that's what Google is going to find a way to deliver. Are those clicks going to go on…
Escúchalo en el minuto 0:36
Marca y posicionamientoPara competir en anuncios pagados contra marcas grandes y reconocidas sin sacrificar margen reduciendo precios, define una propuesta de nicho hiperespecífica (por plataforma, industria, geografía o necesidad concreta) y mantén la congruencia en el copy del anuncio y la landing page. El cliente prefiere al especialista sobre la opción genérica.
That's why brands are so valuable. So how do you compete with those bigger brands? Well, you could do so on price, massively undercut them. I don't love that. Eats into your margin, but is an option. A much better way, in my experience, is to do so with specificity, is to niche down and then speak really clearly to exactly who you can serve. Let me give you an example, right? So let's say we wanted specifically for e-commerce businesses based in the US that sell apparel. You can see how much more something that's a lot more specific. Now, if you include that in your ad copy, in your…
Escúchalo en el minuto 10:32
Marca y posicionamientoPara competir en anuncios pagados contra marcas grandes y reconocidas sin sacrificar margen reduciendo precios, define una propuesta de nicho hiperespecífica (por plataforma, industria, geografía o necesidad concreta) y mantén la congruencia en el copy del anuncio y la landing page. El cliente prefiere al especialista sobre la opción genérica.
That's why brands are so valuable. So how do you compete with those bigger brands? Well, you could do so on price, massively undercut them. I don't love that. Eats into your margin, but is an option. A much better way, in my experience, is to do so with specificity, is to niche down and then speak really clearly to exactly who you can serve. Let me give you an example, right? So let's say we wanted specifically for e-commerce businesses based in the US that sell apparel. You can see how much more something that's a lot more specific. Now, if you include that in your ad copy, in your…
Escúchalo en el minuto 10:32
Criterio de elección entre optimizar por conversiones o por valor de conversión
Canales de adquisiciónSe debe configurar la estrategia de puja hacia 'Conversiones' cuando cada conversión tiene un valor económico similar (como captar leads para un servicio único de tarifa fija), y hacia 'Valor de conversión' cuando las conversiones tienen montos variables (como en tiendas de ecommerce con carritos de compra dispares o negocios con servicios de precios escalonados).
with either conversion or conversion value. How you decide between the two depends on your business. So you want to go with conversions if all conversions are equally valuable to your business. So let's say you're advertising the one service. It always costs the same amount. Well, then leads are equally valuable. And if you're advertising different services with different values, then you want to go with conversions value and make sure that the differing values, that information is brought back into your Google ad account and that's factored in. If you're an e-commerce business optimizing for…
Escúchalo en el minuto 4:34
Optimizar campañas de Google Ads para eventos del fondo del embudo
Canales de adquisiciónConfigura las campañas de Google Ads para optimizar hacia eventos situados lo más profundo posible en el embudo (como ingresos reales o ROAS) en lugar de métricas superficiales de la parte superior (como clics). Dado que el algoritmo optimiza de manera literal, orientarlo a conversiones de fondo de embudo maximiza la rentabilidad, algo crítico para cuentas con presupuestos ajustados.
to know. All I need to know is that it needs to be set up and I know that I want to be optimizing for the thing that is as low down the sales funnel as possible. If that could be revenue, brilliant, do the same as well. Remember, Google optimizes very, very literally. Just like we talked about at the beginning, clicks versus conversions. This is a further on step than that. The vast, vast majority of new Google ad accounts will not have this sort of thing set up. They will be optimizing for top of funnel metrics and they do not perform as well as bottom of funnel. And unfortunately, a lot of…
Escúchalo en el minuto 15:28
Clasificación de palabras clave por intención de búsqueda en campañas de pago
Canales de adquisiciónPara maximizar la tasa de conversión en campañas de búsqueda, se debe diferenciar entre términos de alta intención (que incorporan modificadores geográficos, casos de uso específicos o nichos/industrias buscando 'a quién contratar') y términos de baja intención (búsquedas educativas, tutoriales, guías DIY y comparativas generales orientadas a 'cómo hacerlo uno mismo').
the intent within the searches that you're putting your ads in front of is to focus on a local element. So we could go with Google ads agency near me or Google ads expert in London. That local element increases click and conversion rates. Typically, we could go with high intent based around increased management along the same lines, Google ad services for e-commerce. Again, when people are searching using more specificity around their use case or what they're looking for, they are closer to buying than someone that doesn't. They have more intent typically. We could go industry specific in our…
Escúchalo en el minuto 20:14
Evitar retroceder a optimización por clics ante bajo rendimiento inicial
Medición y experimentosSi una campaña configurada para optimizar por conversiones o valor de conversión tiene un rendimiento deficiente al inicio, no se debe cambiar la estrategia de puja de vuelta a clics. El bajo rendimiento inicial responde casi siempre al periodo de aprendizaje del algoritmo o a problemas en la oferta, el mensaje o la página de destino, no al tipo de puja elegida.
those two options, not a click-based optimization. And one last thing to mention on this clicks versus conversions debate is that a lot of advertisers will hear this advice that will contradict the previous bad advice that they've heard about going with a click-based optimization. They will start with a conversion or a conversions value optimization and then the campaign won't perform very well. I think it's because of the bidding strategy. I should go back and change the clicks. No, it's not converting very well because of other reasons. A, it could just be that the Google ad account needs…
Escúchalo en el minuto 5:07
Optimizar campañas de Google Ads hacia leads cualificados o ingresos conectando el CRM
Medición y experimentosEn lugar de conformarse con optimizar para volumen de leads (lo que hace que los algoritmos puedan optimizar hacia spam o contactos no calificados), integra los datos del CRM de vuelta a Google Ads para optimizar las pujas hacia leads cualificados o facturación real generada.
The next thing I want to highlight is the importance of conversion tracking, not just having it set up, but thinking of it as a place to gain competitive advantage. That's what the big agencies are really focusing on right now, by the way, is how can we set up our conversion tracking so that Google optimizes our campaigns better than our competitors? Let me explain what I mean. There's a big difference between optimizing for leads versus qualified leads versus revenue. Now, in order for a lead-based business for you to optimize for revenue, you're going to have to get a CRM integration and…
Escúchalo en el minuto 13:05
Priorización de alta intención frente a tráfico educativo en presupuestos publicitarios reducidos
Canales de adquisiciónLas cuentas publicitarias nuevas o con presupuesto limitado deben enfocarse exclusivamente en capturar demanda de alta intención inmediata, evitando anunciarse en búsquedas educativas o de investigación debido a que el ciclo de nutrición requerido para convertirlas puede tardar entre 6 y 24 meses y exige infraestructura intermedia como lead magnets.
my inner circle. Like that's what I'm doing. But I'm in a position to do this. And if you've got a new ad account, your budget constraint, it's not what I'd recommend. It takes a lot longer to take someone through that journey. People who watch my videos will often work with us, but they'll do so six months, 12 months, two years down the line, sometimes longer than that. Not something you can often do if you're a new Google ad account, a smaller business with a smaller budget. So first you want to go for that low hanging fruit, people that are ready to buy right now. Let's consistently get…
Escúchalo en el minuto 22:51
Riesgo de subreporte de conversiones en la analítica nativa de Google Ads
Medición y experimentosConfiar exclusivamente en el píxel o reporte nativo de Google Ads puede provocar la desactivación errónea de campañas rentables por pérdida de atribución; herramientas de atribución dedicadas pueden revelar hasta el doble de conversiones reales (como 6 leads a £15 de coste por lead frente a los 3 que reportaba Google).
across multiple channels or generating customers organically as well. Without accurate data, days here, but it really demonstrates what's going on. So you can see Hyros has registered six leads generated, a cost per lead of just over £15, 75 clicks. It's just a branded search campaign, Google has only registered three conversions as opposed to the six. So it's registered half the number of conversions. And I can tell you looking at the backend data that the six from Hyros is the accurate number. And that's why this is so important because we might look at the Google ads data and come to the…
Escúchalo en el minuto 17:01
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