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In The Zone! Jyll Saskin Gales & Santosh Kumar [PPC Zone Mar 2025]
19 ideas de marketing sacadas de «In The Zone! Jyll Saskin Gales & Santosh Kumar [PPC Zone Mar 2025]», de Jyll Saskin Gales | Google Ads Coach. Sobre todo…
- 19 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 41 min
- Publicada en 2025
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Uso de Google Engaged Audiences para remarketing sin fricción técnica en pequeños negocios
Canales de adquisiciónPara pequeños anunciantes sin infraestructura compleja de medición o etiquetado web, 'Google Engaged Audiences' genera automáticamente una lista de remarketing con los usuarios que llegan desde propiedades de Google (Search, YouTube, Maps, Discover) por tráfico orgánico o pagado, mitigando la pérdida de datos por cookies y consentimiento sin requerir segmentación manual.
Google engaged audience is a new feature that just came out last year that's really great for small business owners. advertisers, but Google engaged audiences is specifically for small advertisers. And what it is is an autocreated remarketing list in your Google Ads account populated with people who visit your website from Google owned properties from paid and organic. So YouTube, maps, discover and they click to your website from one of those Google result they automatically get added to this list and then you can remarket to So, with this solution, because they're on a Google property…
Escúchalo en el minuto 12:12
Canales de adquisiciónConfigurar la segmentación geográfica en Google Ads permitiendo 'presencia o interés' suele desviar presupuesto hacia usuarios fuera del mercado objetivo. Es fundamental auditar el informe de ubicación real de los usuarios y ajustar la segmentación a presencia física para evitar malgastar inversión publicitaria.
we left one of the in one of the accounts we left the location targeting to presence or interest and he showed me that we have spent this much money in targeting only US so said you should fix it and he ran the user location report so guys uh you Anybody who is uh worried about this, go and run a user location report. I think running the reports are your client so- and so is spending about 5% of their budget in Canada. Why don't we meet? Maybe expand." And I would say maybe a third of the time they'd say like, "Oh, we don't do business in Canada. Like that must be a mistake." And it was…
Escúchalo en el minuto 25:34
Configurar la ubicación en Google Ads por 'Presencia' para evitar tráfico y leads basura
Canales de adquisiciónEn campañas de Google Ads (especialmente de generación de leads), la opción predeterminada 'Presencia o interés' suele mostrar anuncios a usuarios de otros países, generando gasto ineficiente y contactos fraudulentos. Debe verificarse y cambiarse a 'Presencia' siempre que el tipo de campaña lo permita.
balance you know. So if you just go by the default recommended option of presence or interest you can be showing your ads. I click where it says location options in blue? And like sure enough, all four campaigns were set to presence or interest, not presence. I'm like, so those spam leads you've been getting from Dubai when you operate in the US, that's why. Let's change that now. Yeah. So anybody who is watching this, please go stop everything you're doing and check your campaigns and see whether those campaigns are set to presence, not presence or interest. Uh it's not for lead genen, it…
Escúchalo en el minuto 22:41
Canales de adquisiciónEn la gestión moderna de Google Ads, la automatización debe aplicarse según el área: las estrategias de puja deben ser automatizadas (el CPC manual solo beneficia al 1-5% de campañas), la segmentación opera de forma híbrida (50% automatizada y 50% manual), y las creatividades deben mantenerse bajo control humano.
accounts every week, that it's like 1 to 5% of campaigns maybe could benefit from Google ads we have bidding, targeting, and creative. And bidding is somewhere where in my opinion, in my like automation has won. Targeting is somewhere where we're kind of 50/50. Creative is the place where it's still human. Uh will AI take over all three of for now, that's how I kind of value bidding automated targeting, some automated, some manual. Creative still manual, at least for now.
Escúchalo en el minuto 10:56
Captación automática de audiencias de remarketing mediante Google Engaged Audiences
Canales de adquisiciónLas audiencias comprometidas de Google («Google engaged audiences») agregan automáticamente a los usuarios que hacen clic hacia el sitio web desde cualquier propiedad de Google (Búsqueda, Maps, YouTube o perfiles de empresa orgánicos) a nivel de cuenta sin requerir configuración de etiquetas de seguimiento.
no setup tagging anything required. It's error. Exactly. Because it's anyone when they leave a Google property, meaning something Google owns, Google search, Google Maps, YouTube, and go click to your website, Google captures them while they're still on the Google property, saying, "Oh, they clicked to the website. Okay, they're on the Google engaged audience." And it's from organic, too. So if someone sees your Google business profile and then clicks to your website from your Google business profile, nothing to do with ads, but they get added to the Google engaged audience in your ads…
Escúchalo en el minuto 15:09
Alimentar el algoritmo de Google Ads con datos en lugar de forzarlo con microgestión
Canales de adquisiciónEn la publicidad moderna en Google Ads, el éxito proviene de colaborar con la plataforma entregándole lo que requiere para optimizar (seguimiento preciso de conversiones, datos de clientes y presupuesto suficiente), en vez de intentar doblegar el sistema mediante microgestión rígida como estructuras SCAG o exclusiones obsesivas de variantes cercanas.
really the key is like you just need to give Google and I mean the Google Ads need to give Google what it needs so need. So like what does Google need? Google needs accurate conversion tracking. Google needs your customer data, right? Um Google needs sufficient these other things. But if you give Google what it needs, then it can give you what you need. And that's what I mean when working with the system. Whereas if you do something like, you know, a scagg structure, exact match, um, negative keyword script that's going to review your search terms and apply every single close variant is…
Escúchalo en el minuto 5:50
Canales de adquisiciónDejar activada la opción de segmentación optimizada («optimized targeting») en campañas de remarketing desvía el presupuesto hacia audiencias externas que no pertenecen a la lista original de remarketing.
the other one is they add the remarketing audiences but they leave optimized targeting turned on so all the spend goes towards optimized targeting which expands to people not on your remarketing list. Yeah, we've seen it
Escúchalo en el minuto 15:42
Canales de adquisiciónTanto las señales de audiencia ('audience signals' en Performance Max) como el 'optimized targeting' en campañas de Display/Demand Gen operan bajo la misma lógica de fondo: toman los datos de público provistos por el anunciante como un punto de partida orientativo, pero el algoritmo se reserva la libertad de expandirse más allá de ellos para captar conversiones.
it in the book that like optimized targeting and audience signals are two completely different features in two completely different campaign types. And audience signal is for PMAX. Optimized targeting is for um display and demand genen campaigns, but I actually think they're the same thing behind the scenes. And this is like Jill positing. This is not insider information, but like optimized targeting considers your audience targeting, but then goes beyond it to find conversions. And an audience signal considers the audiences you've chosen but goes beyond it to find you more conversions. But…
Escúchalo en el minuto 37:54
Optimizar Google Ads comprendiendo la lógica del sistema en vez de replicar tácticas rígidas
Canales de adquisiciónEl dominio avanzado de Google Ads no consiste en aplicar scripts predefinidos, trucos o fórmulas copiadas, sino en entender los motivos estructurales y algorítmicos detrás de las audiencias, tipos de campañas y estrategias de puja. Trabajar a favor de la lógica de la plataforma permite diseñar estrategias personalizadas para cada cuenta en lugar de forzar procesos obsoletos.
things that way? This book really dives into that. So, it explains every single audience targeting solution in Google Ads, how they work or don't work with different campaign types, with different bid strategies, and then how to build explain why they work and really how to get inside the mind of Google and understand how Google works so that you can get Google working for you rather than feeling like you're always fighting know, I'm always a proponent of working with the system, not against the system. like becoming an advanced practitioner isn't about having a script or using AI a certain…
Escúchalo en el minuto 1:34
Canales de adquisiciónEl uso de concordancia amplia solo es recomendable si se cuenta con presupuesto suficiente, smart bidding activado y medición precisa de conversiones. Aunque el reporte muestre términos de búsqueda aparentemente poco relevantes, el algoritmo aprovecha múltiples señales contextuales e historial de navegación del usuario para identificar intención de compra.
in buying a course because Google has 99 other signals to suggest otherwise. Like the fact that yesterday they were searching for digital marketing courses, right? And then maybe today they're just searching digital marketing. Like that's sort of the promise of broad match keywords that I think most people don't realize. It's like, "Oh, I use broad match. My search terms are all irrelevant." And like if we have a small budget, yes, that's concerning. But if you have a larger budget and you're leveraging smart bidding and you have conversion tracking, all the things you should have if you're…
Escúchalo en el minuto 39:22
Canales de adquisiciónEl uso de concordancia amplia solo es recomendable si se cuenta con presupuesto suficiente, smart bidding activado y medición precisa de conversiones. Aunque el reporte muestre términos de búsqueda aparentemente poco relevantes, el algoritmo aprovecha múltiples señales contextuales e historial de navegación del usuario para identificar intención de compra.
in buying a course because Google has 99 other signals to suggest otherwise. Like the fact that yesterday they were searching for digital marketing courses, right? And then maybe today they're just searching digital marketing. Like that's sort of the promise of broad match keywords that I think most people don't realize. It's like, "Oh, I use broad match. My search terms are all irrelevant." And like if we have a small budget, yes, that's concerning. But if you have a larger budget and you're leveraging smart bidding and you have conversion tracking, all the things you should have if you're…
Escúchalo en el minuto 39:22
Trabajar a favor de los algoritmos de IA en lugar de forzar el control manual
Canales de adquisiciónEn plataformas publicitarias automatizadas como Google Ads, la estrategia más rentable consiste en trabajar con el sistema y sus modelos de IA en lugar de combatirlos. Aunque las coincidencias iniciales parezcan extrañas a nivel superficial, el algoritmo opera con señales de contexto más amplias que hacen más efectivo apalancar su potencia que aferrarse a controles manuales rígidos.
or you know maybe we just can't see the full context of why Google decided to make that match and that even if that singular search term doesn't pan out that the logic behind it if we could have seen everything the AI saw that we would have made the same judgment call. to give people the mindset to look at Google differently versus holding on to their egos and uh old school thoughts. mantra is to work with the system, not against the system to drive the best results for your business. I've written this book for you so that you can get the might of Google working for your business, too. It's…
Escúchalo en el minuto 40:14
Consolidar campañas de Google Ads para alimentar los algoritmos de Smart Bidding
Canales de adquisiciónSobresegmentar la estructura de cuentas dividiendo el presupuesto en demasiadas campañas dispersa las conversiones. Agrupar y consolidar campañas permite alcanzar el volumen mínimo de eventos que los algoritmos de puja automática necesitan para aprender y escalar eficientemente.
mistakes I'm seeing over segmentation. You know, having 10 different campaigns when they could be consolidated into three. And the reason the consolidation is often better is because so much of that learning happens at the campaign level, at that bid strategy level. You want to have enough conversions per campaign for it to learn and scale. Um,
Escúchalo en el minuto 21:25
Canales de adquisiciónIniciar campañas en Google Ads usando exclusivamente palabras clave de concordancia amplia («broad match») resulta problemático para cuentas nuevas con presupuestos limitados de 20 a 30 dólares diarios.
common mistakes are not understanding match types and so using all broad match keywords from the beginning. Not because broad match keywords are bad, but generally that kind of advertiser is looking to spend 20 to $30 a day. Uh,
Escúchalo en el minuto 19:52
No activar Target CPA ni Target ROAS sin datos históricos del rendimiento real
Canales de adquisiciónConfigurar estrategias de puja por objetivo demasiado pronto perjudica el rendimiento. No se debe fijar un Target CPA o Target ROAS antes de recopilar suficientes conversiones que permitan conocer el costo por adquisición o el retorno real base de la cuenta.
switching to target CPA or target rorowaz bidding too soon. You know, of course, the goal for most search campaigns at least I will say will be to get to target CPA or target rorowaz bidding because of the control that affords. Uh, but like you can't set a target CPA until you know your actual CPA. you know, you can't set a target rorowaz until you know your actual rorowaz. So, I would say setting a target too soon um is uh is a mistake
Escúchalo en el minuto 21:43
Smart Bidding comete menos errores acumulados que el control manual de pujas
Canales de adquisiciónAunque las estrategias automatizadas de Smart Bidding pueden cometer fallos puntuales visibles (como clics costosos sin conversión), intentar gestionar las pujas manualmente genera muchos más errores e ineficiencias de los que comete el modelo predictivo de IA.
sophisticated AI capabilities. Does that mean they're always perfect? No. They make mistakes. Sure. they're going to have that $200 click that didn't convert and you're like, "What the heck? Smart bidding is terrible. It made a mistake." And you know what? If you were manual bidding, you would make way more mistakes than that, but you would forgive yourself a lot faster. So, as
Escúchalo en el minuto 8:39
El fracaso de campañas de video y Demand Gen suele deberse al creativo y no a la segmentación
Estrategia de contenidosEs un error recurrente enfocar todo el esfuerzo en presupuestos y configuraciones de audiencia mientras se improvisa la pieza creativa; en formatos como video y Demand Gen, la calidad del anuncio y del mensaje es el principal factor determinante del rendimiento.
focuses do wrong is they spend all their time thinking about their budget and their targeting and which audiences and what content and no time at all thinking about what's the video going to be and then it comes time to do the campaign like, "Oh, I'll just throw something in there for now." And then what do you know? It doesn't perform well. Not because the targeting and settings weren't right, but because the video sucks. Um, that's another common one I see where like the creative itself, the video, the image, even the text ads, the responsive search ads, just like the ads suck. That's a…
Escúchalo en el minuto 20:47
Criterio de protección al usuario y suspensiones en Google Ads
Canales de adquisiciónGoogle prioriza la protección y confianza del usuario final por encima de la conveniencia de los anunciantes, aplicando una postura de máxima precaución que conduce a suspender cuentas publicitarias ante la menor sospecha de infracción normativa.
like you like fair enough from Google's perspective there's a lot of reputationally that's at stake um and so I did observe you know people at Google being very overly cautious about not like the mentality at Google that I experienced was like we have a duty to protect users and when in doubt protecting the user is the most important thing even if that means suspending an advertiser who maybe shouldn't have been suspended
Escúchalo en el minuto 30:38
Canales de adquisiciónA pesar de la rápida adopción y la percepción de disrupción por herramientas de IA como ChatGPT, la cuota de mercado global de Google en motores de búsqueda se mantiene en torno al 89,1%.
today or yesterday, like, oh, Google's market share slips below 90% for the first n time to 89.1%. And I'm like, "Okay, but it's still 89.1%." You know,
Escúchalo en el minuto 32:47
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