Marketero

Marketero · Entrevistas

In The Zone with Kirk Williams & Jyll Saskin Gales

21 ideas de marketing sacadas de «In The Zone with Kirk Williams & Jyll Saskin Gales», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de canales de…

Ver la entrevista entera en YouTube

De qué habla

Las 21 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.

Las 21 ideas, con su cita y su minuto

Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al segundo exacto del vídeo para que la compruebes tú.

Las pymes miden incrementalidad mejor que las grandes, y asi deben probar YouTube

Medición y experimentos

Kirk defiende una ventaja poco reconocida de las empresas pequenas: como pueden congelar casi todo lo demas, aislar el efecto de un solo canal es mucho mas facil que en una gran empresa con dinero moviendose por todas partes. El plan concreto que propone: coger un par de videos que ya funcionaron en Facebook, fijar un presupuesto y probarlos dos meses en YouTube, sin obsesionarse con las ventas atribuidas, mirando…

could be worth testing, but I think it's going to be dependent on a couple things. One being just like creative, you know, um, if you're going to test on junk, like that's that's probably not what, SMBs have a huge uh benefit over big companies in one way, and that is it's actually a lot easier to test like single channel incrementality with real small companies because you can minimize all of the other changes you're doing and you can invest some cash in that specific channel or test and and be much more likely to actually like identify did anything change or not, right? Real big companies…

Escúchalo en el minuto 9:50

No hace falta ser el mejor, hace falta tener un angulo propio

Estrategia de contenidos

A quien le pregunta como empezar, Jyll responde que no hay que ser el mas listo ni el mejor, pero si hay que tener algo propio que decir. Ser la persona numero doscientas que salta cada vez que hay una novedad —mira este boton nuevo, comenta y te lo mando— no aporta nada porque eso ya lo estan haciendo otros; lo que falta son perspectivas propias. Su ejemplo: encontro por casualidad un articulo del centro de ayuda…

think is true and it's something I told people you know I get a lot of people in our industry coming to me asking for advice like Joe I want to do what you do was like you know you don't have to be the smartest or the best or any of that absolutely but you do need to have something unique to say so being you know the 200th person to try to jump on every time there's a piece of Google ads news oh my gosh there's this new button feature like no need more people doing that. What we do need is more unique perspectives. Um and and so I'll share like for example you know I happened upon a Google…

Escúchalo en el minuto 54:58

Por donde empezar en Google Ads con presupuesto pequeno

Canales de adquisición

El consejo de Jyll a pequenos negocios o a quien llega nuevo a Google Ads es corto: si vendes generacion de leads, empieza solo con busqueda, palabras clave de concordancia exacta y puja inteligente; si vendes ecommerce, empieza con shopping estandar y llega a target ROAS en cuanto puedas. La duda que ella misma se plantea en voz alta es si debe entrar video, o mas bien video en Demand Gen, en esa receta de…

advice that I will give to small business owners or people new to Google ads, um, if they're lead generation, just start with search, exact match keywords, smart bidding. If you are e-commerce, just start with standard shopping, you know, try to get to target rows as quickly as you can. Uh I'm debating whether video or maybe demand genen video I should say becomes part of that beginner strategy or not because it really feels especially with things like AI overviews and AI mode and changing consumer behavior like is it enough to just advertise on queries now? I don't I don't maybe in 2025 it's…

Escúchalo en el minuto 8:23

Por fin se podra hacer A/B testing de los atributos del feed

Canales de adquisición

Lo que mas entusiasma a Kirk de todo el evento es poder probar atributos del feed en Merchant Center, algo que dice que deberian haber tenido hace anos. Hasta ahora probar una imagen exigia hackear el test: o pruebas asincronas, que no valen porque las condiciones cambian con el tiempo, o variantes que Merchant Center acaba promocionando de forma desigual, con lo que la comparacion deja de ser limpia. Lo unico que…

but uh but it is the AB testing of feed attributes. That is something like first of all I will throw shade a little bit and be like that is something that honestly like we should have had years ago. Okay, cool. We get it now. I am so excited about that you go to test an image, right? Like there are there are only a couple ways that you can do that currently within Merchant Center and it it involves kind of hacking a test that can be a little kind of like hacking things and sometimes you're doing like asynchronous testing so then that doesn't really help cuz things change over time or maybe…

Escúchalo en el minuto 14:36

Elegir el tema del proximo producto por las preguntas que ya te hacen

Estrategia de contenidos

Jyll eligio pujas como tema de su segundo libro con un dato propio: en su podcast semanal responde preguntas que le llegan por redes sociales y recibe mas preguntas sobre pujas que sobre ningun otro tema, hasta el punto de haber grabado tres veces mas episodios de pujas que de cualquier otra cosa. El segundo motivo es de estructura: las pujas son el cimiento de Google Ads, porque tocarlas obliga a explicar la…

I do my weekly inside Google Ads podcast where I answer questions people have asked me on social media and I get more questions about bidding than anything else. Like I've done three times as many bidding episodes as any other topic. Um and to me bidding is really just the foundation of Google Ads. how Google it's the auction and ad rank and quality like that's all related to the topic of bidding. So whereas this went straight into you know audience targeting which is this one really specific interesting growing area of Google ads I thought it would be good to do bidding as this like core…

Escúchalo en el minuto 40:12

Curso por suscripcion frente a curso vendido una vez

Oferta y precio

En un sector que cambia rapido, el formato del infoproducto decide si el cambio es un problema o el modelo de negocio. Jyll mantiene su curso como suscripcion mensual y anual: tiene que anadir lecciones y actualizar las viejas constantemente —rehizo las tres de Demand Gen porque habia cambiado bastante desde 2024, sumo una leccion invitada de anuncios de LinkedIn— pero a cambio tiene ingresos recurrentes. Kirk…

content is nice. Although although you basically have recurring revenue with like hey bidding change again better buy my next book. I mean, that's my inside Google Ads course, right? Like that's um because I'm always adding new lessons, updating lessons. Uh like we just added a lesson yesterday from Emily my goodness, it would be amazing to have a LinkedIn ads lesson for my course we added that. And then I have three for every campaign type, I have three lessons. So, for demand genen, it's like types. And so I decided I was like, you know what, enough has changed in demand genen since I last…

Escúchalo en el minuto 42:30

Escribir de lo que no caduca, y decir en la portada que es la primera edicion

Estrategia de contenidos

En un sector donde el producto cambia cada mes, los dos aplican el mismo criterio. Kirk titulo su libro Ponderings en vez de todo lo que necesitas saber, y por eso aguanto cuatro o cinco anos antes de necesitar una segunda edicion. Jyll descarto que su segundo libro fuera de palabras clave porque estan demasiado en flujo con los anuncios recientes, y eligio pujas, que cambia menos. Ademas, tras terminar el…

bidding models change a bit, right? So, how are you going to make sure that by the time you release it and publish it, like stuff hasn't changed? And that's that's not a challenge. That's like a legitimate question cuz sometimes, as so annoyed. But just like the rate of change, I'm interested of like how you're thinking about that like that stuff. I mean, it was something I thought about with audience targeting. Like I finished writing this book January 1st this year, sent it to the interior layout designer and then I emailed him in February. I was like, "Okay, there's two things we really…

Escúchalo en el minuto 38:06

Hacer contenido para dentro de dos anos, no para manana

Estrategia de contenidos

Kirk dice trabajar siempre con el contenido puesto a dos anos vista: puede que consigas un cliente con el articulo de ayer, pero lo normal es construir ladrillo a ladrillo. Su ejemplo mas concreto: envio 1.500 ejemplares de su libro a distintas conferencias, pagandolos de su bolsillo y asumiendo que pierde dinero, con la idea de que los repartan entre sus asistentes de marketing, muchos de ellos juniors. La apuesta…

that out. Oh, and then I said fear cuz it's like I truly do have like probably this healthy fear of knowing like like if I ever shut up and stop talking online like like someone will talk PPC. Um and I I do want to kind of keep this thing going. I like my job. I like my business and I that means I need to keep getting clients. So I'm always trying to I'm always doing content for two years down the road. Um because that's how like that's what happens is like you don't you I mean you can get clients from like that article you wrote yesterday but but it's honestly more of like a building brick…

Escúchalo en el minuto 47:33

De donde salen de verdad los clientes: TikTok, un boletin sin abrir y ChatGPT

Canales de adquisición

Jyll enumera casos reales de la semana. Una clienta reservo llamada tras seguirla en TikTok durante anos, aunque ella no esta activa ahi, solo reutiliza sus videos de YouTube. Otra persona decia ser suscriptora del boletin desde el principio y en analitica no constaba que hubiera abierto ni un solo numero, pero al surgir una pregunta la recomendo a un amigo. Y cada vez le llegan mas clientes que dicen que ChatGPT se…

up too soon. Like when I get clients now, my focus for content now, it's really my podcast, which I post on YouTube. So my podcast and YouTube go out there. Um, and then LinkedIn and everywhere else is just kind of like, you know, my YouTube videos get repurposed on Tik Tok, but I'm not like actively on Tik Tok. But like I had a client last week who booked a call with me because she's been following me on TikTok for years, you know, and all of a sudden had a Google Ads question and boom, booked a call with me. Um, else who, oh, I've been a subscriber to your newsletter since the early days…

Escúchalo en el minuto 49:14

Un libro puede salir de contenido que ya escribiste

Estrategia de contenidos

Los dos libros de la conversacion nacieron de material existente. Kirk se dio cuenta hacia 2019 o 2020 de que habia publicado una cantidad enorme de articulos en distintos sitios y no queria desperdiciarlo: su libro fue reunir esos textos, editarlos y actualizarlos. Jyll grabo para su curso una leccion sobre segmentacion por audiencias que le salio mucho mas larga que las demas, esa misma noche cogio la…

there was like a point I think it was like 2019 2020 co thing was hitting all that and um I kind of realized like man I've put out a ridiculous ton of content through all of these different publishing con things like that and I think there's almost this where I'm like I like don't want to waste that and so really that's where my book came from was gathering a bunch of stuff I'd written and um and like editing it and making some of that, you know, up to packaging it up as a book, which I mean content repurposing, right? It's Yeah. started a bit from a similar place. I, um, I had started my…

Escúchalo en el minuto 33:16

Casi todo el mundo abandona el contenido a las dos semanas

Estrategia de contenidos

El patron que Jyll ve una y otra vez: alguien quiere hacer contenido, publica un par de cosas que sacan doscientas visitas o doscientas impresiones y a las dos semanas lo deja. Su respuesta es que al principio va a ser malo —sus primeros TikToks eran para taparse la cara, sus primeros posts de LinkedIn eran pura contemplacion del ombligo— y que se mejora con practica. Kirk recuerda a una youtuber, ya con seguidores…

there. And I know when I talk to other folks whether it's in our industry or related industries like oh I wanna you're everywhere you're like I want to create content and do this and whatever and they get started and the first couple posts get like 200 views or 200 impressions and then after two weeks they give up and it's like yeah no you have to sort of have this narcissism which I feel like I have a bit of that too. I'm just like I want to get my thoughts out there and I've got something to say and I got to hit publish and say it. Um at the beginning it's going to be bad. You know my first…

Escúchalo en el minuto 50:50

Busquedas de marca atribuidas: medir el efecto del video sin ser un anunciante grande

Medición y experimentos

Google abre a todas las cuentas una metrica de busquedas de marca atribuidas: de quienes ven tus anuncios de YouTube, cuantos buscan despues tu marca frente a los que no, es decir el efecto de recuerdo que provoca el video. Hasta ahora eso se medía con search lift, que exigia mucho gasto y un representante de Google, o sea que estaba reservado a los grandes anunciantes. Para Kirk es la consecuencia de que a Google…

up from that. Yeah. Yeah. And that feature for those just in a nutshell is basically Google's now going to give us this metric attributed brand searches where you'll be able to see um of people who view your YouTube ads and then search actually it's really confusing many of them will search for your brand versus not and what is the brand lift so to speak that happens. And so previously you needed to spend a lot of money and use this thing called search lift which you needed a Google rep to do. But now all Google ads accounts will be able be able to see this attributed brand searches metric…

Escúchalo en el minuto 11:24

En Google, usar Google Ads no forma parte del trabajo

Canales de adquisición

Jyll, que vendia Google Ads dentro de Google, cuenta que no puso las manos en la herramienta hasta el tercer o cuarto mes: la formacion era para vender el producto, no para usarlo. Aprendio a navegar una cuenta porque una colega veterana se lo enseno antes de una reunion con un cliente. Y cuando se volvio competente, en las evaluaciones le dijeron que no estaba siendo suficientemente estrategica y que necesitaba…

changed. But I will say, obviously I can't speak for all of Google, but when I was there, what I observed is that like Googlers, whether you're a sales Google, product Googler, you know, don't have to use Google ads. Um, and actually, you know, I was someone who didn't like put hands on keyboard in Google Ads till probably like month three or four working at Google selling Google Ads. Uh, I was trained using Google Ads, not part of my training. Selling Google Ads is part of my training. And it was actually a "Wow." Oh, but then interestingly, it did not help my career to be a sales Googler…

Escúchalo en el minuto 27:55

El video en Google Ads no tiene una estrategia legible

Canales de adquisición

Jyll, que pasa el dia dentro de la interfaz con clientes de coaching, describe una desconexion entre los juguetes brillantes que se anuncian y la realidad: las campanas de video cambian constantemente y cada vez que entra a crear una, las opciones son distintas. El subtipo de video orientado a conversiones se movio a Demand Gen, asi que para correr YouTube con puja por conversiones o por clics hay que usar Demand…

enhancements. What was really funny to me about that as someone who spends a lot of time in the interface with my coaching clients is video campaigns in Google Ads feel like there's no strategy. Like they've been constantly changing. I feel like every time I log into Google Ads and create a video campaign, the options change. It looks different. We know that recently the drive conversions video campaign subtype moved to demand genen. So now if you'd want to run YouTube with a conversionbased or clickbased bid strategy, you have to run demand genen and you can choose channels to do so. And…

Escúchalo en el minuto 5:55

AI Max es sobre todo un ejercicio de renombrado

Canales de adquisición

Jyll desmonta el anuncio pieza por pieza: lo que eran recursos creados automaticamente pasa a llamarse personalizacion de texto; lo que era el ajuste de concordancia amplia pasa a ser el ajuste AI Max con tres opciones dentro; y lo que era DSA pasa a llamarse segmentacion sin palabras clave. Kirk lo describe como DSA movido por los algoritmos de Performance Max, o directamente un Performance Max solo de busqueda. La…

have been news to them in GML is AI max for search campaigns formerly colloquially known as search max and so this is a real shift in the way search works arguably is it a repackaging of existing concepts is it actually sound my understanding is let's call it like DSA driven by pmax um algorithms. I mean, is that is that like a search only PMAX? Yeah. That's kind of what it seems like. It it seems like search only PMAX. Um, so I don't I where it's funny because like AIMAX is a branding exercise. Like it's no longer automatically created assets. It's text customization. It's no longer the…

Escúchalo en el minuto 18:33

Dejar salir la personalidad es parte del trabajo de marketing

Marca y posicionamiento

Kirk defiende que seguimos en marketing y que hay un componente de pavonearse: hacer o ser algo que la gente recuerde. En su caso fue ser el tipo de los memes de PPC durante unos anos, y en sus articulos largos dejar salir su personalidad y ser algo bobo cuando todos los demas escribian de forma muy profesional. A algunos les repelia y a otros les resultaba entranable, y eso es lo que le hizo reconocible. Jyll lo…

Yep. and and like also a little bit of peacocking you know a little bit of like that's like we are still in marketing there is some level of just doing something interesting or being something that people remember like you know being someone people remember or doing something unique and sometimes I really do think that is figuring out what that is maybe that you are you you are really good at or or whatever that might be like kind of figuring that out and then just kind of leaning into that and yeah, like some people aren't going to like it, whatever, but for the most part, um there is…

Escúchalo en el minuto 57:17

Te llaman a ti aunque haya alguien mejor en algun sitio

Marca y posicionamiento

Kirk lo dice sin rodeos: si eres la persona en la que se piensa cuando se habla de pujas en Google, da igual que no seas el mejor del mundo. Puede haber alguien en Georgia trabajando en casa de Delta que sepa mas que tu, pero si nadie sabe que existe, a ti es a quien van a llamar. Y anade su propia estrategia competitiva de quince anos: cuando ve aparecer a alguien diciendo cosas parecidas a las suyas, su respuesta…

at some point like I said I've doing this for like 15 years now and at some point I have kind of also learned like some of the like I'm just like I will outcontent them. Like I mean if I like there have been times where I've seen people like kind of come up and they have maybe they're saying like a lot of the similar things or whatever that I am and and back in the day and like I said I've I just I was like I will I will just outright them. I will just I will write more than them. of like, you know, if if you're the person people think of when it comes to Google bidding, it it doesn't matter…

Escúchalo en el minuto 53:54

La cartera de productos de Google se contradice porque cada equipo lanza lo suyo

Canales de adquisición

Performance Max nacio con una promesa: confia, danos tus datos y tus objetivos y lo conseguimos por ti. Desde entonces ha ido en direccion contraria, devolviendo informes por canal, informes de terminos de busqueda, palabras clave negativas, informes por recurso y por grupo de recursos, exclusiones de marca. Jyll agradece que escuchen a los anunciantes pero no entiende la estrategia de producto: por que existe AI…

I've been noticing with so many of the PMAX changes that we saw, you know, channel reporting and search term reports and negative keywords and asset level reporting and earlier this year we got even asset group reporting which I can't believe we didn't have before. Um brand exclusions and new like all this stuff is happening and I don't get what the strategy is from Google. Like I know strategy because the whole point of PMAX was trust us, give us your data, give us your goals and we will go out there and achieve it for you. And of course it kind of sucked at first but then like it it. And…

Escúchalo en el minuto 20:32

Nadie quiere escuchar la charla sobre no obsesionarse con crecer

Estrategia y decisiones de negocio

El segundo libro de Kirk, sobre construir una agencia digital que te guste de verdad, nace de su reaccion contra la obsesion con el tamano del negocio y con perseguir dinero como fin. Sostiene que hay dos caminos que determinan todo —a que clientes aceptas, como contratas— segun persigas escala o calidad de servicio. Lo revelador es el dato de mercado que aporta: ha propuesto esa charla a varias conferencias y nunca…

Stop the scale. Uh, building a digital agency you actually like. Yep. So, just kind of a digital agency you actually Yeah, I like I like my motivation for that book. Similar like how did that against this obsession with business size and running after cash and money. um as if it's like the end goal and also seen I've seen this increasingly separate path in my brain at least of those who really are focused on building a business to scale the decisions they make about like everything who they take on as clients, how they hire, you know, all that stuff. And then those who are a little more…

Escúchalo en el minuto 34:39

Busqueda captura demanda, YouTube la genera: por eso el presupuesto se esta moviendo

Canales de adquisición

Kirk resume el reparto: Google ha sido historicamente un canal de captura de demanda, porque alguien tiene que haber creado el interes antes de que exista la busqueda, y para buscar algo primero hay que conocerlo. Lo que ha cambiado en el ultimo ano es que el mercado ha asumido que YouTube es la plataforma de generacion de demanda de Google, y ahi es donde ha empezado a irse el presupuesto. Su lectura es que Google…

um Google has primarily been a capturing demand channel that we all kind of know, the idea of like someone has to generate some sort of interest in what you're selling and then at some point you capture that interest. So uh rather than like demand creation or demand generation demand capture and search is for the most part you're capturing existing demand and and obviously like you have to be aware of something in order to search for it, right? Um, and so to me in the last year or so I I think like it's like everyone has just really come a they become aware of the fact that like YouTube is…

Escúchalo en el minuto 3:44

Discrepar y respetar: no hay una unica forma correcta

Estrategia y decisiones de negocio

Jyll cuenta que la primera vez que vio hablar a Andrew Lolk en Friends of Search discrepaba de casi todo lo que decia desde el escenario, y aun asi valoro la charla, aprendio algo y acabaron siendo amigos; hoy coincide con el en casi todo. Su lectura es que lo bueno de este sector es que no hay una sola manera correcta de hacer las cosas, y por eso caben perspectivas distintas: puedes estar de acuerdo o no con…

from you and from the other people we're with at GML and from the other people we sort of see on the speaking circuit and stuff. It's like everyone has figured out this unique perspective and you may agree with them, you may disagree with them, but you respect them. Like Andrew Lo is someone when I first um saw him speak at Friends of Search in Amsterdam, like I disagreed with so much of what he said on stage. And yet I still really appreciated his talk and I learned something and you know I became friends like and now like he posted on LinkedIn today and I was like wow I agree with…

Escúchalo en el minuto 56:31

Seguir leyendo

Esta es una de las 1872 entrevistas despiezadas. Puedes ver todas, leer las ideas por tema o empezar por la ruta guiada si no sabes por dónde.