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Launch Your First Google Ads Script! with Mike Rhodes & Jyll Saskin Gales

25 ideas de marketing sacadas de «Launch Your First Google Ads Script! with Mike Rhodes & Jyll Saskin Gales», de Jyll Saskin Gales | Google Ads Coach…

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Las 25 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.

Gestion por excepcion: que el sistema solo hable cuando algo va mal

Medición y experimentos

El script de alertas esta escrito para no enviar nada si todo funciona, y la razon es de diseno, no tecnica: si recibes un correo diario diciendo todo bien, todo bien, todo bien, acabas ignorando tambien el dia que dice que algo va mal. Se apoya en la gestion por excepcion de Peter Drucker: se fijan los limites, mientras las cosas se queden dentro no quiero saber nada, y si una campana gasta el doble de lo previsto…

The script will only email you if there's a problem. No email. Everything's running fine. Because you don't want to get an email every day that just says, everything's good. Everything's good. Everything's good. Because then you start to ignore those emails. It's management by exception, right? It's Peter Drucker. It's just here are my guidelines. As long as everything's in the green, as long as things stay between these limits, then everything's fine. But if a campaign suddenly spends twice as much as it's meant to or less than 20% of what it's meant to, then I want to know. Otherwise, don't…

Escúchalo en el minuto 30:31

No pidas un script de cero: dale la plantilla y luego pegale el error

Medición y experimentos

La manera recomendada de usar un modelo para adaptar automatizaciones no es pedir quiero un script que haga esto, sino partir de una plantilla existente y describir el cambio: tengo esta plantilla, quiero que ademas haga esto y aquello. Cuanto mas contexto recibe, mejor responde. Y cuando el codigo devuelto da error, se le pega el mensaje de error y devuelve la version corregida indicando que linea estaba mal.

this? And of course we have amazing tools like ChatGPT and Claude now that can help take ideally, like give it a little bit of a script, give it a starting point rather than just say, I want a script that does this. Say, I've got this template from Mike. It's in his course and he gave me this thing and I want to change it to do this and this with a bit of that. Could you do that for me? Absolutely. And you know, the more context you give an AI, the better it's going to do. But this But this is sort of the point where I want people to go off and have a play with ChatGPT or Claude or something…

Escúchalo en el minuto 14:05

Explota que la IA no se aburre nunca: pide otras diez

Mensaje y copywriting

La capacidad de no aburrirse jamas se nombra como el aspecto mas infravalorado de estas herramientas, y la forma de aprovecharla es pedir tandas sucesivas con instrucciones cada vez mas especificas: dame otras diez, hazlas un 80 por ciento mas raras que las anteriores, nada de chistes malos, me gustan la aliteracion y los juegos de palabras pero no te pases. Se usa aqui para nombrar un producto, volviendo a ello a…

But it has infinite patience, too. I will start something running and then I'll go play with my kids for a bit. I can come back and go, oh, give me three more versions of that and then walk away again with an hour in between each time. So it's like this infinitely patient, really, really capable, but slightly drunk graduate student in the corner of your office that can do incredible things. But you almost have to start the conversation from scratch every time, which can get frustrating. One of the most underrated aspects of AI is the unlimited capacity to never get bored. Give me another 10…

Escúchalo en el minuto 47:17

Vender la vigilancia automatica como servicio incluido

Oferta y precio

Idea de oferta que surge en la propia sesion: una coach que ya no gestiona cuentas ajenas puede ofrecer a sus clientes vigilar que nada se descarrile, por ejemplo mientras uno esta tres semanas fuera del pais, sin necesidad de entrar cada dia en la cuenta. El script se escribe una vez con ayuda de IA y se entrega a cada cliente nuevo al llegar: este es tu panel, si todo esta en verde no tienes que preocuparte de…

I think especially for me, like I don't manage accounts for clients anymore. But I have a lot of coaching clients. And, you know, sometimes one is like, actually I have a client right now. He's going on his honeymoon. He's going to be out of the country for three weeks. And so I'm like, wouldn't it be cool if I could offer to keep an eye on things for him? Not because I can actually log into his account every day, but just get a few scripts running to notify me just if anything goes off the rails. Like that would be such a cool thing to be able to offer my clients that I never had before. And…

Escúchalo en el minuto 36:14

Probar el producto en directo con un principiante destapa los supuestos del experto

Medición y experimentos

Durante la sesion el autor va descubriendo fallos que no habria visto solo: el orden de las instrucciones del nivel uno hace fallar a la gente, falta un boton de volver atras, hay que avisar de que el boton de autorizar queda fuera de la ventana y hay que bajar, y el script revienta sin mensaje cuando la cuenta no tiene campanas de busqueda. Su diagnostico es explicito: lleva diez anos usando scripts y por eso asume…

Yeah, there we go. There's authorized. So it was there. So I just need to change the order of my instructions on level one so that people don't fail level one. I would have gotten so lost here, Mike. Why did they make it so complicated? Okay. So now, because you probably can't see just get this thing running. Whereas I'm terrible at assuming this knowledge because I've been using scripts for 10 years or something. I just say to people, oh, just here's the script, just install it, set it to run hourly. And they're like, it's fine for you to say that, dude, but like where, made a mistake. So I…

Escúchalo en el minuto 8:10

Por que la IA falla al pedirle titulares de 30 caracteres

Mensaje y copywriting

El modelo no piensa en palabras ni en caracteres sino en tokens, en trozos de palabra. Por eso incumple sistematicamente instrucciones de longitud exacta, y por eso el primer caso de uso que todo el mundo probo cuando aparecio, generame titulares de anuncio sin pasar de 30 caracteres, frustro a tanta gente: se pasaba o se quedaba corta una y otra vez. No es falta de obediencia, es como cuenta.

Write me a poem that's exactly 50 words long. It will often mess up because it doesn't think, quote unquote, in words. It thinks in tokens, in bits of words. So it has a real hard time. So when it first came out, everybody went, oh, this is great. I'll get all my headlines done. Give me a whole bunch of headlines. Do not go more than 30 characters. And then got frustrated because it would often go over or under 30 characters because it doesn't think. But in terms of characters.

Escúchalo en el minuto 46:26

Un panel maestro con una fila por cliente y semaforos por columna

Medición y experimentos

En su agencia mantenian una hoja unica con una fila por cliente y una columna por alerta, que todo el equipo miraba a primera hora: de un vistazo se veia si habia alguna luz roja en un par de cientos de cuentas. El detalle util es el rodeo para lo que Google no avisa: no existe alerta de tarjeta de credito rechazada, asi que se vigila el sintoma, que ninguna campana registrara impresiones ayer, o que se gastara…

And then you could know in a spreadsheet. So we used to have a master dashboard for the agency with a row for each client. So we would all check first thing in the morning, just glance down there, are there any red lights on the dashboard? And all of these different alerts are in different columns. And you could see at a glance across a couple of hundred accounts, do we have any issues? Has anything stopped working? Did any campaigns drop to zero impressions yesterday? Because you can't actually get an alert about billing. It's really annoying, but you can't get an alert saying credit card…

Escúchalo en el minuto 34:03

Si sabes copiar y pegar, puedes usar scripts de Google Ads

Medición y experimentos

La barrera de entrada a los scripts de Google Ads no es saber programar: todo el recorrido consiste en copiar un bloque de codigo y pegarlo en la cuenta. Es la primera leccion que se repite al principio y al final de la sesion, y una coach con mas de diez anos en la plataforma que nunca los habia tocado los ejecuta en directo sin escribir una linea propia.

So scripts, basically, if you can copy and paste, then you can use scripts. That is the first lesson we're going to learn here. Okay. If you can copy and paste, then you can use So copy, paste. I can use this. If you can copy and paste, you can run scripts.

Escúchalo en el minuto 6:41

Tres alertas concretas que merecen un script

Medición y experimentos

Casos de uso nombrados para scripts de vigilancia: recorrer todas las URLs de destino contra un servicio externo para detectar paginas caidas y recibir el aviso de que tres no responden; vigilar el historial de cambios y avisar cuando modifica la cuenta alguien que no esta en la lista de autorizados, que muchas veces no es el cliente sino la propia plataforma aplicando recomendaciones automaticas; y avisar de…

Famously, there are some scripts that check all of your landing page URLs. Do I have any 404s? So they can go through all of those URLs, ping some other service that basically looks at a page and says, yes, it's working. No, it's not. Then comes back and says, you've got three pages that aren't working. Or Niles, I won't even try, and Nils, sorry, I won't try and pronounce his surname, in the Netherlands has a script that looks at change history. Did anybody other than these three people who I'm allowing to make changes, did anybody other than these three people make a change yesterday? In…

Escúchalo en el minuto 32:52

Gamifica el onboarding: niveles, confeti y un rango que cambia

Retención y relación con el cliente

El tutorial esta montado como un reto de nueve niveles: cada nivel entrega un bloque de codigo, y al completarlo la pantalla lanza confeti. La pieza mas fina es que la etiqueta del menu va cambiando con el avance, de scary a master, sin anunciarlo: la usuaria lo descubre al final y lo celebra. El objetivo declarado es que al terminar el tema ya no de miedo, no que se aprenda a programar.

I thought, what if I could squeeze a little nine step mini scary script challenge into my new app, which nobody else has yet seen. So you're going to be the first. the levels of the scary script challenge. And by the end, it isn't going to be scary anymore. Confetti. I got confetti and everything. Thanks, Mike. All right. Next level. Let's do this. You'll notice that you're scary up in your menu, by the way. That was changing as you were going through level two, level three. And now it says master because you've now mastered. I am a master.

Escúchalo en el minuto 3:41

Ensena empezando por el resultado, no por los fundamentos

Retención y relación con el cliente

El diseno pedagogico explicito del reto es el contrario al de una clase de programacion, que arranca por variables, condicionales, bucles y funciones. Aqui no se ensena a programar: se busca que la persona vea enseguida que es posible y obtenga un resultado inmediato, porque ese es el momento en que empieza a preguntarse podria hacer esto, podria hacer aquello. La curiosidad viene despues del primer resultado, no…

Exactly. Yeah. And we can get into more of that later, but this is sort of what my goal with this is to make scripts less scary. So that exactly those sorts of questions of like, oh, could I do this? Could I do that? Like just starting to understand what's possible. I think that's always the best place to start learning is just what's possible with this thing and starting to get a result straight away. Like, you know, so when you did your computer science class back in the day, it was not as anciently long ago as me. Then, you know, they started with stuff like variables and if then…

Escúchalo en el minuto 13:06

Convierte tu hoja de calculo en API en vez de montar BigQuery

Medición y experimentos

Para que una aplicacion externa lea los datos de tu cuenta publicitaria, lo habitual seria BigQuery o la consola de Google Cloud: hay que activar facturacion, anadir referencias oscuras y seguir unos 27 pasos confusos. La alternativa que se muestra es desplegar el Apps Script de la propia hoja como aplicacion web, con lo que la hoja se convierte en una pequena API que envia datos en un solo sentido. Los datos se…

To get data to talk to some form of app, what I've seen other people do, the most common way to do it at this point would be to use something like BigQuery or Google Cloud console, which is scary as all hell. You need to set up billing. You need to go in and add these very obscure references and it's 27 steps and it's very It took me a while to do this, but I figured out a way whereby we can do exactly what we've been doing through the course, the little challenge we just did and keep all of your data on your computer in a Google Sheet that you control that I don't get to see, but then have…

Escúchalo en el minuto 56:04

De dato a informacion, a insight, a accion, a resultado de negocio

Medición y experimentos

El marco que ordena para que sirve automatizar el reporting, atribuido a Avinash Kaushik, es esa cadena: dato, informacion, insight, accion y el resultado de negocio esperado. El origen de sus scripts fue el primer tramo, puro trabajo sucio: la gente descargaba el mismo informe cada semana y borraba las dos o tres primeras lineas, cambiaba columnas, sustituia los guiones por ceros y convertia textos en numeros…

or just cleaning the data. Because I just, it used to bug me so much. I'd watch people download the same report that they go into Google for every week and then delete the top three. You're like, oh my God, this is me. Delete the top two lines and then go in and change some columns and replace all those dash dashes with zeros and turn all the strings into numbers. And Google makes it so difficult sometimes. And so that's what a lot of my scripts started as. Let's just tidy the data just to give people 10 minutes back every time they're downloading a report. But then, oh, Avanash. Avanash…

Escúchalo en el minuto 2:23

Vuelve a probar la IA cada pocos meses: lo que era malo ya no lo es

Estrategia y decisiones de negocio

El argumento contra el juicio congelado: mucha gente probo una vez, pidio un poema, le parecio flojo y lleva un ano sin volver. La afirmacion que se opone es que la calidad se duplica aproximadamente cada cuatro meses, asi que lo que era malo entonces ya no lo es. La recomendacion practica es volver a probarla cada par de meses en lugar de decidir de una vez. El paralelo que usa son Kasparov y el mejor jugador de Go…

And those people, Gary Kasparov was one. I will never be beaten by a cold, hard machine. Lisa Dole, best Go player in the world. I will never be beaten by a cold, hard machine. No, no, I haven't used AI in a year. It was crap. Like, it's getting twice as good every four months. If it was crap then, it really isn't crap anymore. But if you've tried it, dear listener, dear viewer, and you've decided that, yeah, it's okay, but I really can't see how that's going to change my world. Keep trying. Keep going back and using it every couple of months because it is increasing at a fair rate of knots.

Escúchalo en el minuto 38:24

La frontera dentada: solo probando sabes que sabe hacer la IA

Estrategia y decisiones de negocio

Concepto tomado del libro Co-Intelligence de Ethan Mollick, cuya regla practica es llevar la IA a la mesa en todo lo que hagas para ir construyendo intuicion. La frontera dentada es la imagen: uno esta dentro de un castillo cuya muralla no es circular sino llena de picos, unos muy alejados y otros pegados a ti, y no hay forma de saber si una tarea cae dentro o fuera hasta que se prueba. Escribir una diapositiva en…

There's this wonderful book by a guy called Ethan Mollick called Co-Intelligent. I recommend it to everybody at the moment. And one of his four rules in the book is bring AI to the table. Whatever you're doing, bring AI to the table and just start to build that intuition. He calls it the jagged frontier. So you picture yourself in the middle of a castle in the desert and you've got this big castle wall around you, but it's not a circular castle wall. It kind of goes off on these big spikes and then comes back closer to you and then goes way off into the distance. And there's that jagged…

Escúchalo en el minuto 45:23

Los scripts se programan hasta cada hora y corren hasta 30 minutos

Canales de adquisición

En la columna de frecuencia de la pantalla de scripts se elige que el script corra cada dia, cada semana o incluso cada hora, y puede ejecutarse hasta 30 minutos seguidos. Esa es la ventaja concreta que se senala frente a las reglas automaticas de la plataforma: permite logica mucho mas compleja y volcados de datos recurrentes que, una vez configurados, no hay que volver a tocar.

this is where you would schedule a script, which is as easy as going into that frequency column, clicking on the little pencil in frequency. And we will do this later on. And then you could choose to run your script every day or every week or even every hour. And that's one of the huge benefits over scripts versus auto rules. And they can run every hour and they can run for quite a long time, up to 30 minutes. So you get quite complex because this one is taking five seconds to run. So this one could just be running away and just dumping all of that data out to a Google sheet every hour. And…

Escúchalo en el minuto 11:18

La curva en U: la IA ayuda a los expertos y a los pesimos, no a los del medio

Estrategia y decisiones de negocio

Quien domina un dominio usa la IA para dispararse, porque tiene el criterio y la intuicion para detectar cuando el resultado se va de madre y decir esto no esta bien o esto es peor. Quien es pesimo en algo pasa a ser pasable en muy poco tiempo. Los del medio son los que menos se benefician, porque si piden un script y reciben doscientas lineas de codigo no tienen forma de saber si es bueno o malo, ni si es mejor o…

I think it's yes and. You picture the U curve, and the people that are really good at a domain will use AI tools to make themselves even better in that domain because they will have the intuition and the domain knowledge to know when the AI is going off the rails or not. To be able to say, no, that's not right or that's worse. They've got that level of taste. They have the intuition. Right down the other end of the curve, you're right. The people that are absolutely terrible at something can now be half decent at something very easily, very quickly. People in the middle, I think, is the one…

Escúchalo en el minuto 43:23

Con IA, lo dificil ya no es escribir el codigo sino decidir la logica

Medición y experimentos

Cuando la escritura del script deja de ser el obstaculo, el trabajo duro se desplaza a definir que quieres que haga y cual debe ser la logica de la regla, y eso es puro trabajo de experimentacion. La formulacion que se da es que la unica restriccion que queda con la IA es la imaginacion: que quieres hacer con una herramienta de proposito general.

And the thing is at that point, the hard part almost isn't the script writing or plantation. It's figuring out what you want it to do and what you want that logic to be. And that's really the experimentation piece. And that is my toddler step, getting people towards AI. Because the only constraint with AI is imagination. It's the only constraint left. It's what do you want to do with this incredible general purpose tool?

Escúchalo en el minuto 37:30

Cada tipo de campana tiene sus propios informes y rompe los scripts genericos

Canales de adquisición

Un script que pide campanas, grupos de anuncios y palabras clave falla en una cuenta que solo tiene Performance Max y video, porque Performance Max trabaja con grupos de recursos: no tiene grupos de anuncios ni, desde luego, palabras clave. La consecuencia practica es que hay que elegir el informe segun el tipo de campana y, si no, capturar el error para que al menos aparezca un mensaje legible en la hoja en lugar…

Okay. Now in this account, I have a YouTube campaign and a PMax campaign. So I don't technically have keywords. So let's see what happens when it, uh, Again, me making huge assumptions because yes, you picked up on a good point. Actually, that I haven't explained in here. And that is that different campaign types have different reports that you need to use. So, you know, PMax obviously has asset groups, doesn't have ad groups and certainly doesn't have keywords. And so if we took the keywords part out, would it still work with the YouTube campaign? Because YouTube campaigns have campaigns and…

Escúchalo en el minuto 19:26

Reparto actual entre maquina y humano en Google Ads

Canales de adquisición

Lectura de los tres frentes: en pujas la batalla esta perdida y hay que dejar de pelearla, la puja inteligente ya esta aqui. En segmentacion la maquina ha mejorado mucho y la direccion, visible en Performance Max, es dar senales en lugar de segmentar. En creatividad la IA ha subido hasta la media a quien era pesimo escribiendo o haciendo imagenes, pero para estar por encima de la media siguen haciendo falta criterio…

I mean, that being said, though, when I talk about, like, AI in Google ads, you know, you have your bidding, your targeting, and your creative. And bidding is the one where, like, stop trying to fight that battle, people. Like, AI has won. Smart bidding is here. You know, and then targeting, it's gotten a lot better. And when we see with performance maths where this is all going, you get signals not targeting, we're all going that way. Creative is the piece where AI, I think, has really helped the people who are terrible at copywriting and terrible at images come up to average. But to be…

Escúchalo en el minuto 42:32

En una cuenta con historia, el volcado sale lleno de ceros

Medición y experimentos

La demostracion se hace sobre una cuenta nueva, pero se advierte de lo que vera la mayoria: al volcar los ultimos 30 dias aparecen todas las campanas que existieron alguna vez, incluidas las pausadas y eliminadas, y todas las palabras clave usadas en la vida de la cuenta, con ceros por todas partes porque llevan apagadas mucho tiempo. De ahi que el paso siguiente del tutorial sea anadir filtros para mostrar solo lo…

Because what should have happened on the first one is we would have got a long list. You had a very brand new account here, but most people on that screen are going to see all of their old campaigns. They're going to be removed and paused. Every campaign is going to be listed and loads of zeros everywhere and all of the keywords they've ever used. Loads of zeros everywhere because we're looking for the last 30 days data. But most of that stuff got paused or ended ages ago. And so now it's going to be just showing the active ones.

Escúchalo en el minuto 24:28

App entera construida en dos semanas y media, sin ser desarrollador y hablando

Estrategia y decisiones de negocio

Quien la construyo declara no ser desarrollador, ni persona de interfaz, ni experto en bases de datos, y haber levantado la aplicacion completa el solo en dos semanas y media con ayuda de IA: interfaz, React, JavaScript, autorizaciones. Su valoracion es que sin IA no lo habria conseguido en un ano, porque habria sido buscar en Stack Overflow todo el dia para sacar una sola pantalla. Y el detalle del metodo: lo ha…

And I should also add at this point that I am not a developer. I am not a front-end UI person. I'm not a database geek, but I've built all this by myself in the last three weeks with AI. That whole app that you've been looking at today on there, I reckon I've learned more than they would teach me in a year, in the last two and a half weeks building this thing. Like front-end UI, React, JavaScript, all these different things that I had no clue about. But in two and a half weeks, I've been saying to my wife, like, oh, I just want to get this out. Actually, yeah, like two and a half weeks. Like…

Escúchalo en el minuto 4:50

La prediccion que fallo: la IA llego antes a lo creativo que a las matematicas

Canales de adquisición

Hace ocho anos, desde el escenario de un congreso, dibujo la piramide de Google Ads (pujas, segmentacion, mensaje) con el robot entrando por abajo, por las pujas, porque pujar son matematicas y los ordenadores son buenos en matematicas, y remato aconsejando aprender a escribir copy persuasivo para estar a salvo. Reconoce que se equivoco por completo: la IA generativa resulto mas competente en escribir e ilustrar que…

The fact that I stood on stage at Traffic and Conversion Summit eight years ago and said, like, here's the pyramid of Google ads, bids, targeting, messaging. And I drew it as a pyramid on purpose with the robot at the bottom and the robots are coming this way, like bidding. It's maths. Computers are good at maths. I said, learn to be a persuasive copywriter. You'll be safe. Got that completely wrong. Completely wrong. And everybody's been surprised by the fact that it's the creative stuff, the writing, the creation of images that AI, generative AI, finds easier than maths.

Escúchalo en el minuto 41:42

Aunque la IA no mejorara mas, quedan cinco anos de trabajo por delante

Estrategia y decisiones de negocio

Argumento para relativizar el debate sobre si la tecnologia seguira avanzando: incluso congelando hoy las capacidades actuales, a las empresas les llevaria al menos cinco anos aprovechar lo que ya existe, reconfigurar sus procesos y rehacer su forma de trabajar. El cambio tarda en atravesar el sistema. Y quien lo dice anade que congelar las capacidades no es una apuesta que este dispuesto a hacer.

And even if they never got any better, I'll stop here. Even if they never got any better with what we currently have, it would take us five years least to use the new capability that we now all have for enterprises, for businesses, to utilize all of that incredible power and to retool their processes, to re-engineer the way they do business. It's going to take ages for that to flow through the system. And that's if it never got any better than it will today. And that's not a bet I am willing to take.

Escúchalo en el minuto 48:39

Cifras de autoridad de los dos participantes

Marca y posicionamiento

Credenciales declaradas al abrir. Ella: mas de una decada trabajando en Google Ads, seis anos dentro de Google y mas de 300 clientes formados uno a uno. El: construyo una de las mayores agencias independientes de Google Ads de Australia, que Google incluyo entre las 18 mejores del mundo en 2018 y que vendio el ano anterior; tres ediciones de un libro sobre Google Ads escrito con Perry Marshall a lo largo de diez…

because I've worked in Google Ads more than a decade. I worked at Google for six years. I've taught more than 300 clients one-on-one. I teach in my Google Ads course, but just scripts about myself. But so I grew, built one of the largest indie Google Ads agencies in Australia. Google named us as one of the top 18 agencies in the world in 2018, which is rather nice of them. I sold that last year. I wrote the book on Google Ads with Perry Marshall, three editions that we've done together over the last 10 years. So I've taught something like 10,000 people and maybe 100,000 through the book…

Escúchalo en el minuto 0:20

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