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In The Zone with Jyll Saskin Gales & Menachem Ani
24 ideas de marketing sacadas de «In The Zone with Jyll Saskin Gales & Menachem Ani», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de canales de…
- 24 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 42 min
- Publicada en 2026
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Secuencia de escalamiento en Google Ads para generación de leads B2B
Canales de adquisiciónEn generación de leads, la progresión óptima consiste en comenzar maximizando Search con concordancia de frase y Smart Bidding (Max Conversions/Target CPA). Al saturar el volumen, se escala abriendo a concordancia amplia, Performance Max y Demand Gen, siendo estrictamente obligatorio integrar el seguimiento de conversiones offline (CRM) para evitar que la automatización se llene de leads basura.
So I think like Google Ads, obviously, search. Start with search. Maximize search before you do anything else. And even in search, if you're starting out with a low budget, start with phrase match keywords. Like our typical formula is to start somewhere with like phrase match and max conversions, target CPA. But as you scale, you kind of run out of volume. So then we're adding on broad match keywords, possibly AI max. And in those cases, like you mentioned, the offline conversion tracking, having your CRM tell Google which leads are the better leads is really important. And then Pmax or even…
Escúchalo en el minuto 8:58
Criterio de cuota de impresiones para decidir si pujar por términos de marca
Canales de adquisiciónPara determinar si es necesario pujar por tu propia marca, analiza los datos de subasta (Auction Insights). Si solo hay uno o dos competidores con menos del 10% de cuota de impresiones en tus términos de marca, no es prioritario pujar; pero si hay cuatro o más competidores, o al menos uno supera el 20-30% de cuota, es indispensable activar campañas de marca para defender el espacio.
So what I suggest in addition to, I agree, you know, how much of your spend is brand taking up in PMAX is looking at your auction insights. And sometimes it can be helpful to just run a branded search campaign for a month just to be able to get those auction insights on your brand. And if there's like one or two competitors with less than 10% impression share on your brand, then I'm like, okay, you probably don't need to be there. But if there's four or five competitors or at least one competitor with like 20 to 30% of your share on your brand, then you got to be there to kind of shoo them…
Escúchalo en el minuto 6:26
Canales de adquisiciónEn campañas de Performance Max con presupuestos bajos (alrededor de 100 USD/día) donde la marca representa el 10-15%, conviene mantener el tráfico de marca para alimentar el algoritmo con datos de conversión. Al escalar a miles de dólares diarios, si la marca absorbe el 40-60% del gasto y recicla conversiones orgánicas, debe separarse en campañas dedicadas.
If you're running a small PMAX campaign, spending $100 a day and brand is 10, 15 percent of it, I'll probably just leave it there because you don't have a lot of conversion data and the system needs all the data it can get. But as you scale and you're spending in the thousands a day, you'll see that it'll start eating up all your budget. It will be all the sales that are coming are from there, maybe 40, 50, 60 percent. But at that stage, all it's doing is recycling a lot of traffic that would have converted anyway. And in those cases, we will pretty much break it out.
Escúchalo en el minuto 5:05
Canales de adquisiciónAl excluir términos de marca de una campaña de Performance Max en ecommerce, no basta con crear anuncios de búsqueda de marca: es fundamental crear campañas específicas de Shopping de marca o permitir tráfico de marca en Shopping, ya que los resultados de producto y módulos de IA empujan los anuncios de texto hacia la mitad inferior de la página.
And then I guess the mistake I see people make often is they'll like exclude brand from PMAX and they'll launch branded search and then forget about shopping. So I was like, if you're going to exclude it, don't forget you also need to let your brand come into shopping or create branded shopping. Because that's the worst if you're an e-com brand and you exclude brand from PMAX and you have the branded search. But at this point on a product page, like, you know, between the AI overviews and the product listing, your branded text ad is going to be halfway down the page. And then we'll set up a…
Escúchalo en el minuto 7:20
El control en publicidad digital ha pasado de las palabras clave a la calidad de los datos de conversión
Canales de adquisiciónEn la era del smart bidding y la concordancia amplia, el control del especialista en medios ya no consiste en microgestionar términos exactos o pujas manuales en la subasta, sino en alimentar al algoritmo con datos precisos de las conversiones y resultados posteriores a la subasta para orientar su optimización.
But it's really changed where this mentality used to be like, these are the exact words that when people type into Google, I want to show an ad and that's it. And now it's much more about these are the outcomes I want. I don't think we've lost control. It just control has really changed. We used to really control what happened in the auction. Because then we felt confident about what would happen after the auction. And now it's more like we control giving the data about what happens after the auction. Because doing so guides Google to what to do. I think that's the biggest mindset shift that…
Escúchalo en el minuto 10:14
Segmentación creativa según el emplazamiento en YouTube Ads
Canales de adquisiciónNo se debe usar el mismo creativo indiferenciadamente entre emplazamientos de YouTube: en anuncios In-Feed el rendimiento depende de la miniatura y el titular, mientras que en In-Stream la miniatura no se muestra y el éxito recae íntegramente en el video y el gancho inicial.
So first, YouTube, the definition of a view is different depending on the placement. And there are three different placements, which are like three different ad products in stream, skippable, in feed, show them the thumbnail, and then shorts. And then I guess third, because of these three different placements, you can have a video that like does really well in in stream and terrible and in feed or vice versa. Because with the in feed placement, all that matters is the thumbnail and your headline. But then for the in stream placement, they never see the thumbnail. And all the matters is the…
Escúchalo en el minuto 27:47
Gestión de conversiones de búsqueda en PMAX según ecommerce o generación de leads
Canales de adquisiciónCuando PMAX genera la mayoría de conversiones en búsqueda, en ecommerce conviene potenciar la campaña optimizando feeds de datos y creatividades en vez de migrar el tráfico a campañas de Search dedicadas; en cambio, en generación de leads es recomendable extraer búsquedas clave a Search para controlar la calidad del lead y dejar a PMAX la prospección de nueva demanda.
And I think a lot of that for me depends on the business type. So for e-commerce, if it tells me that most of my sales are coming from search, I'm going to look at that breakdown in the performance. Is it coming from ads created from the data feed or ads created from my copy? That tells me, is it really search or is it shopping? If it's an e-commerce brand, I really want to lean into that. Do I go beef up my data feed? Do I provide the system with more assets? And again, just giving it ammunition to achieve your goal. So trying to fuel it and lean more into what it's doing rather than being…
Escúchalo en el minuto 3:26
El encuadre y la percepción de las métricas importan más que los datos brutos para el cliente
Medición y experimentosLos mismos números de rendimiento pueden interpretarse como un éxito o un fracaso según las prioridades del cliente (por ejemplo, subir el ROAS sacrificando volumen de ventas). En servicios y consultoría, comunicar y encuadrar el significado estratégico de los resultados es tan importante como optimizar el rendimiento técnico.
And how someone feels about their results matters more than the results. Like you could tell someone, okay, this campaign got 30 conversions and has a three ROAS. They could think those results are amazing or they could think those results are terrible. The ROAS is higher than it's ever been. And she's like, no, Jill, that was a really bad August for me. My sales were lower than they've ever been. And it was just so interesting because we've been focusing on getting ROAS up. And so we got ROAS up, but that meant volume came down. And so we were looking at the same numbers, two completely…
Escúchalo en el minuto 15:19
Enfoque de configuración en Performance Max frente a campañas tradicionales
Canales de adquisiciónA diferencia de las campañas heredadas de Google Ads donde se definen palabras clave específicas para segmentar, en Performance Max el anunciante debe concentrarse en configurar con precisión el objetivo de negocio y alimentar al algoritmo con datos para que la plataforma optimice la entrega.
And that's I think that's the biggest piece that I try to preach to people. It's like with a with a more legacy campaign type, you can tell it go after this keyword. With PMAX, your goal is not to tell the system what to target, but what your business outcome is. And so if you do take the time to set those pieces up, it should be able to do it.
Escúchalo en el minuto 2:27
Escalabilidad de Google Ads hacia el upper-funnel mediante YouTube Ads
Canales de adquisiciónMientras que Search y Performance Max capturan demanda en la parte media y baja del embudo y encuentran límites para escalar, YouTube Ads y las campañas de Demand Gen permiten generar demanda nueva y ampliar la adquisición en la parte alta del embudo.
types, it's like Google has historically been a lot about capturing demand. But like search is typically mid to bottom funnel. Pmax even kind of taps out in the middle of the funnel. It doesn't really go up a funnel. You'll have trouble scaling it beyond a certain point. And so at a certain stage, if you want to scale, YouTube is where it's at. And Google has rolled YouTube campaigns, video action campaigns into demand gen.
Escúchalo en el minuto 25:40
Alimentar la IA con fuentes de datos propias para redactar contenido relevante
Estrategia de contenidosPara evitar que las herramientas de IA generen información genérica o desactualizada, se deben ingresar insumos de primera mano (transcripciones de llamadas, artículos previos o podcasts) para que la IA estructure el contenido a partir de las ideas propias del negocio.
So I think it's the same with a lot of these chat tools is like if you want to use it to draft content, like give it your own data sources. Like if you already have a ton of blog posts or podcasts or things like that, have it look through your thinking and then draft something from there. So it's, you know, similar around it's like data. You get good data in, good data out, garbage in, garbage out, as Fred likes to say. So that's, that's like the goal is like, give it your data. You have like your call transcripts, your blog posts, all your stuff and let it pull from there and update.
Escúchalo en el minuto 21:14
Comprender la diferencia de clics vs vistas en anuncios In-Feed de YouTube en desktop
Canales de adquisiciónEn anuncios de video in-feed para desktop en YouTube, la acción predeterminada al hacer clic dirige al sitio web y no a reproducir el video, lo que explica por qué una campaña puede registrar un CTR elevado junto a una baja tasa de visualización (VTR).
this weird nuance, which I'll share now, where on desktop, if you have a video ad in the in feed placement, so it's like the thumbnail on the home page or in search results, the only CTA isn't watch now. The main CTA is to visit the website. So like if there's an in feed video ad and you click on it, the default action is taking you to the website. The user has to actually click watch now to do it. And now that I know that when I go look at how video performs in in feed, I now understand why sometimes I can see a high click through rate and a low view through rates. Because clicks measures…
Escúchalo en el minuto 30:38
Optimización activa de Performance Max frente al enfoque de 'caja negra'
Canales de adquisiciónEvita tratar las campañas de Performance Max (PMax) de Google Ads bajo la mentalidad de 'configurar y olvidar'; aunque la automatización sea alta, existen palancas y visibilidad suficientes para supervisar y optimizar los resultados de forma activa.
Stop just thinking or setting up Pmax as like, just set it up and forget it. You can't control it. It's a, it's a black box. I think there are a lot of controls. There are a lot of ways you can optimize it and like lean into that, like use it in the way it's meant to be used. It's a clear box. You know, you can't totally get inside, but you can see through even if you can't stick your fingers in and mess around with it.
Escúchalo en el minuto 41:24
Medición del impacto de YouTube Ads mediante búsquedas de marca atribuidas
Medición y experimentosPara medir el impacto indirecto de las campañas de video en YouTube que no generan clics directos pero sí intención de compra, se puede utilizar la métrica y conversión secundaria de búsquedas de marca atribuidas (attributed branded searches), la cual rastrea a usuarios que buscan el nombre de la marca tras haber visto un video.
I mean, attributed branded searches are coming, which is supposed to help. So for those that are watching or listening that don't know, it's a new conversion action in Google ads that will show you when someone searches for your brand after viewing your YouTube video. So it's not a conversion like a purchase, but you'll be able to actually see the branded search volume coming from people who viewed your videos. And it's only a secondary conversion. So it's just like a reporting metric. Um, so that's one that I'm like, please launch, please launch, please. I mean, it's in beta. There's, you…
Escúchalo en el minuto 38:35
Reciclar publicaciones de alto rendimiento cambiando el gancho y la imagen
Estrategia de contenidosPara mantener un calendario de contenido consistente sin crear desde cero, audita tus publicaciones con mejor rendimiento de meses anteriores y republícalas modificando únicamente el gancho de apertura (hook) y la imagen asociada.
And then the recycling cycle goes. So like, I just went through and looked at my top LinkedIn posts from like September, October, November, December. And I picked out a few of my favorites and it's like, change the hook, change the picture. New post. And repetition does not spoil the prayer.
Escúchalo en el minuto 33:26
Retención y relación con el clienteDocumenta los aprendizajes y casos atípicos surgidos durante sesiones reales de coaching o consultoría y conviértelos en relatos anonimizados para la newsletter, aportando valor práctico sin depender de ideas abstractas.
But the current one that's working well is in every newsletter issue, I share a story from like a real client coaching call. And it's been so great for me because obviously I don't share identifying details. Like I change the name, I change the industry sometimes when I need to. But, you know, if I get off a call where something really, I mean, every call is interesting in But if I get, I'm like, ooh, that made me think about something different. I kind of make a note of it so that when it's like, okay, what were those stories again? That like, I really feel like I need to share because I…
Escúchalo en el minuto 34:27
Retención y relación con el clienteLas agencias y profesionales independientes que logran retener a sus clientes no suelen ser los más sofisticados técnicamente en plataformas publicitarias, sino aquellos que comunican de forma clara, gestionan expectativas y hacen sentir seguros a sus clientes.
And I've always said, no, the agencies that keep their clients aren't the agencies that do Google Ads the best. They're the agencies that communicate the best. But they are lovely people who mean very well and communicate well and make their clients feel safe. And then there are other agencies who might be the most advanced, sophisticated, oh, my gosh, amazing, but like can't explain to the client what they're doing. And so clients churn. But the merit is your communication merit, I think, more than your Google Ads skill merit.
Escúchalo en el minuto 14:02
Retención y relación con el clienteLas agencias y profesionales independientes que logran retener a sus clientes no suelen ser los más sofisticados técnicamente en plataformas publicitarias, sino aquellos que comunican de forma clara, gestionan expectativas y hacen sentir seguros a sus clientes.
And I've always said, no, the agencies that keep their clients aren't the agencies that do Google Ads the best. They're the agencies that communicate the best. But they are lovely people who mean very well and communicate well and make their clients feel safe. And then there are other agencies who might be the most advanced, sophisticated, oh, my gosh, amazing, but like can't explain to the client what they're doing. And so clients churn. But the merit is your communication merit, I think, more than your Google Ads skill merit.
Escúchalo en el minuto 14:02
Desactivar la fricción de clientes asesorados por IA abordando la ansiedad financiera de fondo
Retención y relación con el clienteCuando un cliente llega a una sesión con listas de verificación o hipótesis erróneas generadas por IA, en lugar de debatir cada punto técnico generado por el modelo, conviene dar un paso atrás, reconocer la ansiedad que genera su inversión de presupuesto y explicar el proceso con simplicidad para devolverles la tranquilidad y la confianza.
And so you've got to really be able to explain complex technical stuff in very simple ways. But on the other side, it's like kind of annoying because they have about 20% of it wrong. But if it's someone who more got me cold because ChatGPT recommended me, it creates this tension I've never had before in these coaching calls because they're like, well, it's what ChatGPT said. So I feel you a thousand percent because I've had customers like basically come with a checklist from ChatGPT. But what I try to do is take a step back and realize this person is spending a lot of money. Whether it is a…
Escúchalo en el minuto 16:36
Mensaje y copywritingEn plataformas sociales como Meta el usuario se desplaza de forma pasiva buscando entretenimiento y tolera interrupciones, mientras que en YouTube el usuario ha elegido ver un contenido concreto y el anuncio detiene una acción en curso, lo que exige adaptar el mensaje y el creativo a una fricción mayor.
I would say it's somewhat similar to meta ads. But even then, it's like the consumer is in a very different mindset. And so the way you present your creative, the way the algorithm works in targeting is But, you know, it's trying to understand the nuance of YouTube as a platform where the consumer is like meta. They're looking to be engaged. Google calls it like, you know, on YouTube, they're leaning back on social media. They're kind of like entertain me. You can interrupt them because they're not necessarily in the middle of something. With YouTube, they're watching something and you're…
Escúchalo en el minuto 26:43
Canales de adquisiciónPautar en YouTube suele mostrar un ROAS directo menor que Meta, pero apagarlo puede provocar una caída drástica en las búsquedas de marca en Google Search, demostrando su impacto real en la generación de demanda e incrementalidad.
I mean, there are a ton of DTC brands who are spending tremendous budgets on meta and they're barely touching YouTube because like the ROAS is much less, or it doesn't seem to be performing in the same way, but it would likely move their revenue and profitability in There's a great case study that Melissa Mackey shared on PPC zone recently about a B2B case study of how, like when they shut off YouTube, they saw a huge drop in their branded search. I wish there was an easier way to prove that than to be like, well, shut it off and see, you know, incrementality.
Escúchalo en el minuto 40:32
Marca y posicionamientoAnte la proliferación de publicaciones donde el razonamiento se delega por completo a modelos de lenguaje, contar con un punto de vista propio y perspectiva humana se vuelve la forma más eficaz de diferenciarse y construir confianza con la audiencia.
On the flip side, it makes it really easy for me as someone who creates a lot of content to build trust and stand out. There's just so many people posting things about Google Ads where so obviously the thinking was done by AI. I have no problem using AI to help you draft your post, especially if, you know, you're learning to write. But when you outsource the thinking to AI, there's so much of that crap out there that in a way it's almost like, well, that makes a lot easier for me and for you and folks who do have original thoughts and perspective. Because it's just so much more valuable today…
Escúchalo en el minuto 20:13
Retención y relación con el clienteEntrenar un asistente de IA exclusivamente con los materiales del curso, libros, artículos y episodios de podcast propios permite resolver dudas frecuentes de los miembros con la metodología del creador y sirve además para estructurar nuevos temas.
It's actually, I created something called Jillbot for my inside Google ads course members. And it's exactly based on this because, you know, a lot of my members can ask me questions whenever they want. But people are also asking Google, ChatGPT and stuff like that. Why don't I create a Jill version? So it has all the course materials, my book, my podcast episodes, my search engine articles. And everyone loves it. And I, I use Jillbot a lot now too. Like when I'm planning a podcast episode, I'll talk to it and get ideas. And I'll be like, what does Jill think about this? You know, what does…
Escúchalo en el minuto 22:45
Medición y experimentosAl comparar el rendimiento de campañas entre plataformas no se debe medir con el mismo rasero: Google utiliza un modelo de atribución estricto y conservador (requiriendo alta certeza y visualizaciones prolongadas), mientras que Meta tiende a reclamar conversiones de forma más agresiva tras impresiones breves.
And one thing I wish that, and I don't even know if this is solvable, but like YouTube does not take credit for a lot of the sales that it technically drives. Like Meta does a much better job of telling the customer, hey, you got these sales from your campaigns. And I think part of that goes back to what we talked about is how the user is interacting. They may not even click on it. They might just be watching your video and then you got a sale four days later. But the mentality around conversions and things and data in general internally to Google that I observed was like, we have to be, you…
Escúchalo en el minuto 38:08
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