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Increasing your CRO for Google Ads
15 ideas de marketing sacadas de «Increasing your CRO for Google Ads», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de medición y…
- 15 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 29 min
- Publicada en 2025
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Diferenciación visual de producto cuando compites contra tus propios distribuidores
Marca y posicionamientoSi eres fabricante y vendes directamente en tu ecommerce mientras grandes distribuidores venden el mismo catálogo con presupuestos publicitarios mayores, utiliza fotografías de producto exclusivas en tus anuncios para no competir con las mismas imágenes genéricas y destacar en los resultados de búsqueda.
move on is we have a client who is a manufacturer of a product but they sell the product on their own website but they also sell the product to big department stores so places like David Jones Mayers um you know really well-known Australian shops and also other specialist retailers the problem that they found is that with the product photography is that all of these other retailers who arguably have a much bigger budget than they do we're using the same images they were using the same product description so what this client did very cleverly um was change the photographs so use own…
Escúchalo en el minuto 13:00
Oferta y precioSe recomienda segmentar el catálogo de productos en campañas publicitarias mediante etiquetas personalizadas (custom labels) divididas por margen de beneficio (alto, medio y bajo), estableciendo metas de ROAS independientes y ajustadas a la rentabilidad requerida por cada nivel de margen.
of looking at the custom label ability to segment the campaigns based on um um profit and margin so like you know there might be some um ability to segment based on you know your high margin your medium margin and your low margin margin and then you take your consideration into what your Ras needs to be for each one of those or your overall results need to be and for each
Escúchalo en el minuto 28:11
Estrategia de contenidosAl crear o recortar piezas de vídeo a partir de grabaciones existentes o recursos web, es indispensable generar versiones en múltiples relaciones de aspecto (horizontal, vertical y cuadrado) para cubrir adecuadamente todos los emplazamientos y formatos publicitarios.
ideal what we can do is take the raw video footage or recommend to the client to take raw video footage and just cut some pieces up and get started I think the most important thing is having those different dimensions so a lot folks will send a landscape video without realizing that they actually need to have the the vertical and the square formats as well
Escúchalo en el minuto 21:46
Medición y experimentosCuando un cliente insiste en que su página o proceso de conversión es óptimo a pesar de las recomendaciones, se debe plantear un período de prueba de 1 a 3 meses con tests A/B (comparando su propuesta frente a la recomendada), fijando una postura técnica clara para que las decisiones futuras se basen en datos.
we will agree to run a trial period so we can run some tests we can put in and say right for the next um you know one to three months depending on what the client comfortable with depending on what they want to spend we can put in some test we can run some experiment for the client and potentially if the issue comes down to creative we can even do some AB splits with testing their creative their content with what we recommend as well and then coming back and doing an analysis on that and then way we're essentially go look we're happy to run it but we make our position known and very very…
Escúchalo en el minuto 8:45
Evaluar las campañas de pago por su impacto global en la cuenta y no de forma aislada
Medición y experimentosNo se debe juzgar el éxito de un tipo de campaña (como Demand Gen o Performance Max) únicamente por su ROAS individual en la interfaz, sino por el incremento (uplift) total que genera en el ecosistema de la cuenta y en el rendimiento de campañas de soporte como Búsqueda y Shopping.
potentially be a situation where the actual when you look at the demand gen line the rowers there may be lower but when you take that into account of its uplift on the total account the performance is going higher is that is on is that is too often people can judge a campaign type by its performance by itself without taking to account the really big on you've got to look at the account as a whole and think about using the different campaigns and not judging a single campaign just by the the line that you're seeing at the camp p on yeah
Escúchalo en el minuto 25:06
Medición con Marketing Efficiency Ratio (MER) frente al ROAS aislado
Medición y experimentosEvaluar el rendimiento publicitario usando el Marketing Efficiency Ratio (gasto total en todos los canales frente a ingresos totales) ofrece una visión más certera que el ROAS individual de cada canal, dado que el recorrido del cliente involucra múltiples puntos de contacto.
at overall performance so a lot of people look at marketing efficiency Ratio or more for short and they will be then measuring what they spend across all of their channels whether it be paid ad L search or socials um any other channels that they're running and then look at their overall Revenue because that's a much better game age of performance because we know especially in these days of having so much attribution where we can see people are having loads of different touch points coming into the website we know that every channel plays a role yeah so Ras is a really outdated way of…
Escúchalo en el minuto 15:39
Combinar creatividades de vídeo con el feed de productos en Demand Gen
Canales de adquisiciónEn campañas de Demand Gen de Google Ads para ecommerce, combinar creatividades de vídeo junto con el feed de productos (video plus feed) genera mejores resultados que ejecutar campañas de vídeo de forma aislada.
recent campaigns they run are the video campaign we have tested both video campaigns on their own and then also video plus feed and that works really well a conjunction we had better results from the video plus feed campaign but I
Escúchalo en el minuto 23:42
Ajuste del ROAS objetivo según la monetización en el backend
Medición y experimentosUn cliente redujo su objetivo de ROAS publicitario del 500%-600% al 200% para el producto de adquisición tras identificar que el beneficio real del negocio residía en la contratación posterior de un plan de mantenimiento de 24 meses.
that is you know an example we've got is a client felt like they wanted a row us of about 500 to 600% but what we when we really drilled down on it the actual Revenue in their business was more from an ongoing maintenance service so when you bought this initial unit you then had to you then signed into a 24mth maintenance plan that's where the money was so we even had to like educate like say to the own or how about we pull your rollers back to 200% for the front-facing product so I think
Escúchalo en el minuto 16:31
Canales de adquisiciónEn tiendas online, es preferible consolidar primero las campañas de Search y Shopping estándar; al integrar Performance Max, conviene restringirla para pujar únicamente por adquisición de clientes nuevos, utilizar objetivos basados en transacciones y excluir el tráfico de marca.
that I use it I'll start especially for e-commerce search and shopping get them working when I introduce performance Max I'm introducing it to only bit on new customers anyway I'm also only using well eom EAS as money using transaction goals but I'm also taking a brand solution so even the way that I use it
Escúchalo en el minuto 27:17
Evaluación de Demand Gen mediante conversiones post-impresión y ventas agregadas por región
Medición y experimentosAl funcionar como una estrategia de mitad de embudo (middle of funnel), el rendimiento de Demand Gen debe evaluarse mediante conversiones post-impresión (view-through) y el incremento global (uplift) de ventas en las zonas geográficas impactadas, en lugar de juzgarse exclusivamente por conversiones directas de último clic.
demand gen we still see that demand gen when you look at the view through conversion when you look at the overall results you can see the uplift especially if you're are targeting States for City radiuses you can see the uplift for those regions in other overall well we measure view view through conversion because we can see that people are obviously um engaging with that we know that um it's more middle of funnel so when we're looking from a middle of funnel type of approach where we have supporting campaign also running alongside that we're measuring the overall conversions that are coming…
Escúchalo en el minuto 24:06
ConversiónEn las páginas de producto o aterrizaje, se debe evitar el exceso de texto técnico y priorizar llamadas a la acción claras, imágenes atractivas del producto, prueba social mediante reseñas y una comunicación directa de los beneficios y la propuesta única de valor.
course we look at um you know the call to action are there um you know easy compelling call to action that are going to make me want to go further are the images appealing are they broken up because often times you can see something that's really really text heavy and maybe has a tiny image that is not vibrant or isn't well focused on the product or the service in hand so those especially on a product detail page is having social proof so things like having you know good customer reviews having Gable benefits and USPS you know why why does somebody want to make this thing that a lot of people…
Escúchalo en el minuto 6:57
Adaptación del formato de imagen según el tipo de campaña en Google Ads
Canales de adquisiciónEn campañas de intención directa como Google Shopping se deben utilizar imágenes de producto limpias, brillantes y con encuadre ajustado; en cambio, para prospección o Performance Max orientadas a captar nuevos usuarios, funcionan mejor imágenes de estilo de vida (*lifestyle*) que muestren el producto en contexto o transmitan aspiración.
website so to answer question lifestyle images if we're running something like a performance met campaign or if we are trying to emulate what they're running on social and they also have the that imagery on the website then I would say lifestyle images with a shot of product that works really well for the types of photos um if we're just talking about straight shopping then those do need to be um vibrant bright and also um you know just tightly framed within the within the image yeah one example that there about your shopping it's just going to be more product based but if Outreach campaign…
Escúchalo en el minuto 12:12
La publicidad pagada no compensa una mala experiencia de usuario ni una navegación deficiente
ConversiónAntes de invertir presupuesto en campañas publicitarias, es indispensable auditar y optimizar la categorización y navegación del sitio web; si la tienda o página carece de una estructura clara para guiar al usuario y recibir tráfico en landing pages funcionales, la publicidad no resolverá los problemas de conversión.
said I agree with this ads won't magically fix a poor customer experience doing a little mini audit if you will from the of a customer and one of the very first things that I look for personally is where the categorization is what is the navigation looking like on the webs thinking from the terms of how are people going to find the products what are they going to be looking for if there aren't basic category structures in place where we can send people for landing pages that is um a red flag straight away um a to be user friendly we will be very honest and and tell the client um go away these…
Escúchalo en el minuto 2:53
Productos de entrada con bajo margen respaldados por retención orgánica
Retención y relación con el clienteVender productos iniciales con poco margen o ROAS ajustado es rentable siempre que sirvan como punto de entrada y el negocio cuente con canales directos propios (como email marketing) para fidelizar y generar compras recurrentes sin coste adicional de anuncios.
for you but you also may have some products that actually do you know what I don't make a ton of margin on this product however it is a entry point to get people into my business and then we know they'll come back and they'll repeat purchase so the idea is is that when you're looking at roas it's a really shortterm metric you're thinking of getting people into the business that first time and then it's the business's job not the marketer's job it's the business's job to wow that customer and get that customer coming back directly to them so they have the option to get them in the newsletter…
Escúchalo en el minuto 18:20
Consistencia visual estricta entre el anuncio y la página de destino
ConversiónEl estilo visual y los recursos gráficos utilizados en los anuncios deben coincidir con la apariencia y el contenido de la página web; romper la continuidad visual entre el clic y la web genera fricción y deteriora la conversión.
it happened it's the very first thing I would say is that the creative that we're using for ads and for product needs to match but on the website we still get clients that will provide us with the beautiful and amazing imagery and then you go to the website and it looks nothing like what is on the
Escúchalo en el minuto 11:57
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