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Keyword Match Types for Google Ads in 2025
16 ideas de marketing sacadas de «Keyword Match Types for Google Ads in 2025», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de canales…
- 16 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 31 min
- Publicada en 2025
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Consolidar campañas y abandonar estructuras SKAG para optimizar el Smart Bidding
Canales de adquisiciónLas estructuras hipersegmentadas de grupos de anuncios por palabra clave individual (SKAG) han quedado obsoletas con el emparejamiento semántico y Smart Bidding. Segmentar en exceso dispersa los datos y entorpece las pujas algorítmicas de Google; se deben unificar campañas y organizar las estructuras según objetivos o casos de negocio en lugar de variaciones léxicas.
match is that open it can match those things so it makes keyword research I suppose it should be less intensive in a lot of ways because you don't need to cover every single exact thing if you're not we're not in a world where you have to have an amazingly perfect segmented structure um with like dozens and dozens of AD groups based on pure relevancy like in the days of skag setups that those days for me are long gone and I perspective and I think it makes Google's life more difficult as well in terms of the ability to to bid effectively spend budgets effectively auditing accounts is unifying…
Escúchalo en el minuto 18:55
Priorizar concordancia amplia o exacta frente a concordancia de frase en Google Ads
Canales de adquisiciónEn la gestión moderna de Google Ads, la concordancia de frase (phrase match) suele quedar en un punto intermedio ineficiente porque no aprovecha la totalidad de las señales algorítmicas de la concordancia amplia ni ofrece el control estricto de la exacta. Salvo casos muy específicos de control de costes y competidores masivos, en cuentas nuevas se recomienda operar con una combinación de amplia y exacta.
would very much be on either broad match or exact match or combination of Broad and exact very rarely especially for a new account would I really use speak I think I think phras is definitely on The Chopping Block we know you got two clear routs or two clear options there and phase is kind of sitting in the middle kind of the worst phras match just work so closely together now except with phrase match you're not getting the extra signals which Google calls in so that's it
Escúchalo en el minuto 16:35
Canales de adquisiciónLa concordancia amplia y Smart Bidding son ideales para mercados amplios con alto volumen de conversión; por el contrario, en nichos B2B o industrias con poco volumen y alto riesgo de solapamiento con búsquedas de consumo masivo, es preferible utilizar concordancia exacta y pujas manuales para mantener el control presupuestario.
um some advertisers you do need to reain things in there might be a very niche as you say B2B or or even just the niche industry where it's not B2B and you have to reain things in but in a situation where you get loads of conversions you've got a wide large Market to address broad match for me is better than any match type out there at broad match yeah 100% so I've got a couple of B2B clients and one of them does stuff that's um that massively could cross over into consumer and that would be a big problem um because the difference between consumer inquiries and and a commercial inquiry for…
Escúchalo en el minuto 12:17
Separar en campañas independientes los grupos de anuncios que el algoritmo de smart bidding ignora
Canales de adquisiciónCuando una campaña de búsqueda tiene más de 5 grupos de anuncios, el algoritmo de smart bidding tiende a concentrar el gasto en los 2 o 3 grupos más fáciles de optimizar, dejando al resto sin visibilidad. Para forzar la entrega y cubrir servicios estratégicos, se deben separar esas temáticas en campañas independientes con su propio presupuesto.
a search campaign this is over the last two years if I have anything more than five ad groups generally it goes between like two or three ad groups get all the spend even if they're in different like different themes I I found that I've had to break them out into a separate campaign yeah that's right Google goes in a direction it finds what it's looking for it's bidding optimization and when it finds it it ignores everything else um so you get in a situation as you say where you'll have ad groups in setups that are getting nothing they're getting literally no visibility and you know the what…
Escúchalo en el minuto 21:14
Usar concordancia amplia de cola larga con páginas de destino relevantes
Canales de adquisiciónPara mitigar el riesgo de dispersión en concordancia amplia, es recomendable seleccionar términos de búsqueda de cola larga (de 3 a 4 palabras) y vincularlos a landing pages altamente contextuales para guiar mejor la interpretación de intención del algoritmo.
it more comes down into especially if you're dealing with broad batch I still prefer to have a longer tale broad match keyword to help Google with the intent so I generally try to have three or four words in it and then also make sure that the landing page is really relevant because so the go got that data
Escúchalo en el minuto 11:34
Canales de adquisiciónEn campañas o cuentas nuevas de Google Ads sin historial de conversiones conviene empezar con concordancia exacta para controlar el gasto y el tráfico; una vez que la cuenta acumula datos de conversión suficientes, se debe migrar a concordancia amplia para aprovechar las señales automatizadas.
so I say I think the the main thing for me is conversion data in an account yeah you might have a new business starting a new kind of campaign and they haven't got any conversion data or they started again in some respects and there's nothing there so you want to be a bit more controlled so you might start with exact and then migrate to Broad match at a later date if there's an account with loads of data typically I go with with speaking any new account that's got data I will pretty much go with broad match
Escúchalo en el minuto 6:42
Canales de adquisiciónEn publicidad en buscadores, la concordancia amplia (broad match) suele funcionar mejor en mercados de consumo masivo (B2C), mientras que la concordancia exacta (exact match) sigue siendo el estándar más efectivo para B2B o mercados hiperespecíficos.
talking about keywords is that obviously don't be afraid to use broad match but very much it's probably more you're seeing better results in the business consumer Market exact match is probably still the king for B2B or very very super Niche markets is that what
Escúchalo en el minuto 30:36
Canales de adquisiciónAl trabajar con concordancia amplia en Google Ads, conviene retrasar la adición agresiva de palabras clave negativas, ya que el algoritmo de intención de Google es capaz de convertir términos aparentemente genéricos o atípicos evaluando el perfil y contexto de búsqueda del usuario.
effective yeah it's crazy I've seen accounts where you look at the searge terms report and that that's why I I'm not that aggressive adding negatives anymore I kind of hold back a little bit more longer than I normally would have kind of era because I've seen Search terms that should have no right whatsoever to convert and they convert but Google knows when to dip in and out of that search when it comes to the person's profile so when I started seeing stuff like that it makes me think well Google's way ahead of any optimizations we can do in that situation where they've got the data um just…
Escúchalo en el minuto 10:06
Comportamiento de la concordancia exacta frente a la de frase en Google Ads
Canales de adquisiciónTras los cambios algorítmicos en los tipos de concordancia de Google Ads, la concordancia de frase actúa de forma similar a la concordancia amplia anterior, atrayendo una gran cantidad de términos de competidores y búsquedas abiertas. Por su parte, la concordancia exacta, aunque ya no es estrictamente literal y expande variaciones, sigue ofreciendo un tráfico de mayor calidad y control que la de frase.
and became very much close to Broad and then exact was no longer exact and it became much more close to phrase um so into accounts is yes exact match is no longer exact and it does Branch out Way Beyond the the keyword itself but with phrase it collects way more Search terms interesting is on phrase we match to a ton of competitive keywords so when you get a bunch of names appearing in the search terms like James Smith Architects or Tom Jones Architects or whatever but that never happened with exact so there's still a good difference between the two in terms of terms they collect exact for me…
Escúchalo en el minuto 3:00
Complementar campañas de búsqueda con Video o Demand Gen para escalar
Canales de adquisiciónSuperponer campañas de Video o Demand Gen a las campañas de búsqueda en Google Ads permite alimentar las etapas alta y media del embudo (TOFU/MOFU) y construir audiencias para escalar la cuenta, siempre que la empresa cuente con capacidad de producir contenido visual efectivo.
seen really great results with search campaigns being increased by adding in a video campaign or demand gen campaign on top of it as well yeah no that's really positive I think that kind of that kind of set up in an account where you're kind of filling up the top of the funnel and mid funnel on top of search and building that kind of audience for what you do is a really good way to scale accounts and I think when businesses are ready to do that when they can actually produce the content that can get cut through that can deliver then it's a really good tool
Escúchalo en el minuto 30:05
Optimización de campañas orientada al margen de beneficio real
Medición y experimentosLa optimización de campañas de publicidad pagada no debe limitarse a las métricas del panel de control de la plataforma, sino evaluarse contra el impacto final en el margen de beneficio y la rentabilidad neta del negocio.
I think also too we can sometimes get just so blinded by the stats within the Google Edge dashboard but just knowing that look it's an important point to look at but ultimately I always come back and say it's it's what's happening in the in the in the bottom line of the business especially if you're dealing with a small to medium business it's it's always got to do with the not not just the revenue but the profit that's um coming down at the bottom 100%
Escúchalo en el minuto 1:48
Canales de adquisiciónLa concordancia amplia funciona de forma óptima en mercados B2C con alto volumen de búsqueda gracias a las señales de intención del usuario, pero suele fallar en nichos B2B o mercados reducidos porque el algoritmo tiende a captar tráfico de perfil consumidor.
again it depends on industry if it's high volume then to me it's a no-brainer if it's a lot lower volume a lot more Niche if it's kind of B2B broad is not amazing for B2B um you just can't find those signals in the right way it kind of goes towards the consumer side a little bit sometimes but generally broad match I do agree with you though that it's very much better on the consumer side not B2B um was I the way
Escúchalo en el minuto 7:44
Invertir en video para mitigar la erosión de tráfico en la red de búsqueda tradicional
Estrategia de contenidosAnte la disrupción de la búsqueda tradicional por la IA y el empuje de las plataformas hacia formatos audiovisuales (como YouTube y campañas de Demand Gen), las empresas deben comenzar a producir contenido en video para diversificar y sostener su captación de demanda.
why I think I've say to every business this is the year that you should be starting to dabble into video content because when you look at the when you look at obviously Google is that's why they're leaning so heavy into YouTube and with demand gen and those things as well is because they know that they've got to they've got to replace what they're going to be losing with the Google search and they're going to be replacing that with YouTube YouTube revenue and video Revenue so and look
Escúchalo en el minuto 29:43
Las fallas de rendimiento en publicidad pagada suelen originarse en la oferta o la web, no en la configuración técnica
Oferta y precioAl auditar cuentas publicitarias que no logran resultados, con frecuencia el problema no radica en la configuración técnica dentro de la plataforma de anuncios, sino en debilidades en la página de destino, el posicionamiento de marca o el diseño de la oferta comercial.
in all honesty when I'm auditing client accounts some accounts I'm auditing I look at their Google ad set up and I think there's nothing wrong here but there's something with wrong with their website or their offer or their positioning they haven't thought about this and a lot of what I'm doing is outside of the interface so that's not a
Escúchalo en el minuto 25:30
Distribución 80/20 en el tráfico de palabras clave en campañas de búsqueda
Canales de adquisiciónEntre el 70% y el 80% del volumen real de términos de búsqueda proviene de solo el 20% de las palabras clave de la cuenta, lo que hace innecesario estructurar listas masivas de cientos de keywords.
what most people will find is 70 or 80% of their key of their of their Search terms will come from 20% or so of their keywords so it's the process is a bit different to how it used to be I still if you're worried about not having 600 keywords in your account and you only have 400 I wouldn't worry about that reverse is that if the key we're targeting is now a lot more broader that means that we need less amount of AD to really break out to those different themes whereas you don't need that now
Escúchalo en el minuto 20:03
La búsqueda conversacional con IA reducirá los espacios publicitarios y priorizará el contenido web sobre las palabras clave
Canales de adquisiciónEl cambio de búsqueda tradicional basada en palabras clave hacia interfaces conversacionales con agentes de IA comprimirá el inventario de anuncios de múltiples enlaces a solo una o dos recomendaciones, forzando a los algoritmos a emparejar la intención del usuario con el contenido del sitio web en lugar de pujas por términos exactos.
reason for why there's been so many changes happening is because the user experience is going to change on this would be inside of why people do Google search so the biggest change that I'll Be Seeing is is that once people do that initial keyword research that it will switch over to a chatbase search and there's going to be rather than you know search four placements at the top the six at the bottom the chatbot is going to be or your agent is going to be recommending maybe one or two ads so that's where this this type of when we talk about search Match we talk about Broad intent for me…
Escúchalo en el minuto 27:44
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