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Let's Dive Inside Google Ads with Jyll Saskin Gales
25 ideas de marketing sacadas de «Let's Dive Inside Google Ads with Jyll Saskin Gales», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de canales de…
- 25 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 1 h 04 min
- Publicada en 2025
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Ubicacion en presencia, no en presencia o interes
Canales de adquisiciónLa opcion recomendada por defecto es presencia o interes, y por eso aparecen leads basura de paises donde no operas. En una sesion de asesoria Saskin Gales encontro las cuatro campañas de un cliente en presencia o interes, y de ahi venian los leads de Dubai de un negocio que opera en Estados Unidos. Advierte ademas que ese ajuste no existe en todos los tipos de campaña: en Demand Gen no esta, y en Performance Max…
balance you know. So if you just go by the default recommended option of presence or interest you can be showing your ads. I settings there? Can you just click where it says location options in blue? And like sure enough, all four campaigns were set to presence or interest, not presence. I'm like, so those spam leads you've been getting from Dubai when you operate in the US, that's why. Let's change that now. Yeah. So anybody who is watching this, please go stop everything you're doing and check your campaigns and see whether those campaigns are set to presence, not presence or interest. Uh…
Escúchalo en el minuto 24:43
Google Engaged Audience: una lista de remarketing que aparece sola
Canales de adquisiciónEs una lista de remarketing autocreada que ya existe en toda cuenta de Google Ads y se llena con quien entra a tu web desde una propiedad de Google -buscador, YouTube, Maps, Discover-, tanto de pago como organico, incluida la ficha de empresa. Como Google captura al usuario mientras todavia esta en su propiedad, no depende de etiquetas, consentimiento ni cookies. No se puede segmentar, personalizar ni ponerle…
Google engaged audience is a new feature that just came out last year that's really great for small business owners. advertisers. But Google engaged audiences is specifically for small advertisers. And what it is is an autocreated remarketing list in your Google Ads account populated with people who visit your website from Google owned properties from paid and organic. So like in plain non-jargon speak that means if someone is on Google search, YouTube, maps, discover and they click to your website from one of those Google properties whether it's your organic you know search results or a paid…
Escúchalo en el minuto 13:30
Manual, automatica y smart no son la misma puja
Canales de adquisiciónSaskin Gales separa tres familias. Manual: fijas tu puja por palabra clave o audiencia, el maximo que pagas por clic. Smart bidding: con IA, tiene en cuenta muchas señales del usuario y son cuatro -maximizar conversiones, maximizar valor de conversion, CPA objetivo y ROAS objetivo-; las dos primeras aprovechan tu presupuesto al maximo y las dos con objetivo cambian a una meta de eficiencia. En medio estan las…
for us, Jill? Absolutely. And I love that you said manual, automatic, and smart because automatic and smart are not the same thing. So manual bidding is how we have always thought of Adwords and Google ads is you set your bid per keyword per audience which is the maximum amount you're willing to pay for a click. That's manual CPC. At the other end of the spectrum is smart bidding which is AI powered. So it takes into account a lot of different signals about the user and there are four kinds of smart bidding. Maximize conversions, maximize conversion value, target CPA, and target rorowaz…
Escúchalo en el minuto 51:48
Primer presupuesto de un ecommerce nuevo: 30 a 40 dolares al dia, solo shopping
Canales de adquisiciónLas reglas de Saskin Gales para un ecommerce que anuncia por primera vez: primero, lo que puedas permitirte, y que puedas sostener al menos tres meses. Segundo, probablemente no deberias anunciar el dia uno: antes hay que comprobar que la web convierte, que el mensaje esta afinado y que el Merchant Center esta en orden. Si aun asi vas a anunciar, empieza solo con una campaña de shopping estandar, porque nadie te…
campaigns? That's a good question. Yeah, I have a few rules of thumb on budget. So, first, what you can afford. Don't spend more than what you can afford just because you do some calculation we recommend and it's more than you can afford. So, that's first. And what you can afford to sustain for at least 3 months if you're just getting started first. Um, second, for a new e-commerce company, you probably don't want to run ads for day one because they probably won't be profitable. You're going to want to make sure like your website actually converts, you have your messaging down, that your…
Escúchalo en el minuto 47:04
El remarketing se rompe por dejar encendido el targeting optimizado
Canales de adquisiciónDos fallos que ven una y otra vez en campañas de remarketing: montar la campaña con segmentos de in-market y afinidad, que no son remarketing, o añadir bien las listas de remarketing pero dejar activado el targeting optimizado. En ese segundo caso todo el gasto se va al targeting optimizado, que expande a gente que no esta en tu lista, y la campaña deja de ser remarketing sin que nadie lo note.
Amazing. You know it might sound stupid but I have seen this firsthand how people get even their remarketing wrong. So I have seen people firsthand that they would go set up remarketing campaign and their audience segments are in market and affinity audiences cuz this stuff is confus like the other one is they add the remarketing audiences but they leave optimized targeting turned on so all the spend goes towards optimized targeting which expands to people not on your remarketing list. Yeah, we've seen it
Escúchalo en el minuto 16:33
Como medir Demand Gen: por su objetivo, y si quieres ver marca, con un test geografico de seis meses
Medición y experimentosSaskin Gales responde que el volumen de busquedas no es la forma de medir Demand Gen: se mide por el objetivo con el que corre -clics, conversiones o valor de conversion- y, un paso antes, por impresiones y alcance. Si lo que quieres saber es si Demand Gen sube tus busquedas de marca, hace falta un test geografico: correrla en una zona pequeña o en unas pocas zonas durante al menos seis meses y mirar si suben las…
How do I measure impact of demand genen in uh query volume? How long you run demand genen before you can start to see impact? Ah, demand genen, demand genen. So I don't think that query volume is the way to measure the impact of demand genen. Um you can run demand genen on a clicks conversions or conversion value objective. Uh and then based on what bid strategy you're using, that's how you should measure the impact. So let's say maximize conversions, for example, if you're running demand genen on a maximize conversions objective, you want to measure the impact in terms of conversion impact…
Escúchalo en el minuto 57:34
Errores del practicante avanzado: sobresegmentar y poner objetivos de CPA demasiado pronto
Canales de adquisiciónEn cuentas mas maduras Saskin Gales ve tres fallos recurrentes. Sobresegmentacion: diez campañas donde bastarian tres, cuando el aprendizaje ocurre a nivel de campaña y hace falta suficiente volumen de conversiones por campaña para que la estrategia de puja aprenda y escale. Pasar a CPA objetivo o ROAS objetivo demasiado pronto: no puedes fijar un CPA objetivo antes de conocer tu CPA real. Y demasiadas palabras…
ones. So, those are some there. Um, on the more advanced side, I would guess some mistakes I'm seeing over segmentation. You know, having 10 different campaigns when they could be consolidated into three. And the reason the consolidation is often better is because so much of that learning happens at the campaign level. At that bid strategy level, you want to have enough conversions per campaign for it to learn and scale. Um, switching to target CPA or target rorowaz bidding too soon. You know, of course, the goal for most search campaigns at least I will say will be to get to target CPA or…
Escúchalo en el minuto 23:23
Errores tipicos del anunciante pequeño: concordancia amplia y ubicaciones demasiado anchas
Canales de adquisiciónSaskin Gales ve entre cinco y doce clientes de asesoria a la semana, desde dueños de negocio que montan su primera campaña hasta responsables de busqueda de pago de agencias con 200 clientes. Los errores que mas repite el lado pequeño: arrancar con todas las palabras clave en concordancia amplia sin entender los tipos de concordancia -no porque la amplia sea mala, sino porque quien gasta 20 o 30 dolares al dia suele…
should not Yes. Well, I see between five and 12 coaching clients every week, ranging from like small business owners who we are setting up their very first campaign to like coaching the head of paid search at an agency that oversees 200 clients. So, I see a lot. I'm just of newer to Google ad side, most common mistakes are not understanding match types and so using all broad match keywords from the beginning. Not because broad match keywords are bad, but generally that kind of advertiser is looking to spend 20 to $30 a day. Uh, and they would most often be better served by exact match…
Escúchalo en el minuto 21:31
La campaña de video no falla por la segmentacion: falla porque el video es malo
Mensaje y copywritingSaskin Gales observa que los negocios pequeños dedican todo su tiempo a presupuesto, segmentacion y audiencias, y ni un minuto a decidir que va a ser el video; llegado el momento meten cualquier cosa y la campaña no rinde. El diagnostico no es la configuracion, es que el anuncio es malo, y lo ve en video, en imagen y hasta en los anuncios de busqueda adaptables, a todos los niveles pero sobre todo en los que…
which I think is great. I actually had Corey Hanky as a guest for my inside Google Ads course members yesterday sharing his video ads tips. I learned a ton from him. Um, and so his advice, I want to go focate 10% of your Google Ads budget to get started with video. But I think the thing a lot of smaller businesses do wrong is they spend all their time thinking about their budget and their targeting and which audiences and what content and no time at all thinking about what's the video going to be and then it comes time to do the campaign. Like, oh, I'll just throw something in there for now…
Escúchalo en el minuto 22:32
Cuanto creerle a los datos de la propia plataforma: Meta no, Google al 90%
Medición y experimentosSaskin Gales recuerda que Meta y Google usan conversiones modeladas, pero de formas muy distintas, y recomienda meterse en como cuenta cada uno: en Meta una reproduccion de video cuenta a los 2 segundos y en Google contaba a los 30. Su experiencia ayudando a pequeños negocios con anuncios de Meta: la plataforma reportaba 30 conversiones en una semana cuando el negocio entero no habia tenido 30 compras, y por eso no…
in it? Look, Meta and Google both use some degree of modeled conversions. The way they do that is very different. So, if you have never do if you've never dived dove dived into the rabbit hole of how meta counts conversions, and by that I mean click-through conversions versus view through conversions and how long the window is and what counts as a view. In meta versus Google, you absolutely should. For example, in meta, I believe a view, like a video view is counted after 2 seconds, whereas in Google, a view was counted after 30 seconds. Very different. Um, so, uh, do I believe the inapp…
Escúchalo en el minuto 1:00:59
Dale a Google Ads lo que necesita en vez de intentar doblegarlo
Canales de adquisiciónSaskin Gales, que trabajo seis años en Google, resume su mantra: dale a la plataforma lo que necesita -seguimiento de conversiones exacto, tus datos de clientes, presupuesto suficiente- y podra darte lo que tu necesitas. Lo contrario es pelear con el sistema: estructuras de una palabra clave por grupo, solo concordancia exacta, scripts que añaden como negativa cada variante cercana cada hora. Su analogia es Las…
It's a great question Santosh. My book actually wraps up on this point but really the key is like you just need to give Google and I mean the Google Ads platform. I don't mean Google reps. You need to give Google what it needs so that it can give you the results you need. So like what does Google need? Google needs accurate conversion tracking. Google needs your customer data, right? Um Google needs sufficient budget and then of course what it needs depends on the campaign type and all these other things. But if you give Google what it needs, then it can give you what you need. And that's…
Escúchalo en el minuto 7:05
Canales de adquisiciónQuien busca un curso de marketing digital quiza no vaya a comprarlo, y quien busca solo marketing digital quiza si, porque Google tiene otras noventa y nueve señales sobre esa persona, como que ayer buscaba cursos. Esa, dice Saskin Gales, es la promesa de la concordancia amplia que casi nadie entiende. Con presupuesto pequeño los terminos de busqueda raros si preocupan; con presupuesto mayor, smart bidding y…
And they're not wrong uh in saying that because we know one keyword like somebody typing for you know u digital marketing course would be interested in buying the digital marketing course. Probably not. But somebody just searching for digital marketing probably would be interested in buying a course because Google has 99 other signals to suggest otherwise. Like the fact that yesterday they were searching for digital marketing courses, right? and then maybe today they're just searching digital marketing. Like that's sort of the promise of broad match keywords that I think most people don't…
Escúchalo en el minuto 41:20
CPC manual solo tiene sentido en el 1 a 5% de las campañas
Canales de adquisiciónBasandose en la docena de cuentas de Google Ads que revisa cada semana, Saskin Gales estima que en 2025 entre el 1 y el 5% de las campañas podria beneficiarse de puja manual por CPC. Existen escenarios muy concretos donde es la solucion correcta, pero advierte que todo el mundo se cree la excepcion, y que casi nunca lo es: el smart bidding ya cubre ese caso.
It's not possible. Yeah, it's not. Now, look, are there certain scenarios where manual CPC could be the right solution in 2025? Absolutely. Okay. But I would say, you know, based on my experience seeing a dozen different Google Ads accounts every week, that it's like one to five% of campaigns maybe could benefit from using manual CPC in 2025. And people always think they're the exception. Well, I know smart bidding, but I know better. I'm like, I'm sorry. No, chances are you don't. There are very specific unique scenarios where maybe it could, but otherwise, like smart bidding has that…
Escúchalo en el minuto 11:59
Canales de adquisiciónSaskin Gales divide Google Ads en tres palancas y dice en cual va cada una frente a la automatizacion: en puja, la automatizacion ya gano; en segmentacion vamos mitad y mitad; en creativo sigue siendo humano. Es un marco simple para decidir donde conviene ceder el control a la maquina y donde el trabajo manual todavia marca la diferencia.
Like there's in Google Ads we have bidding, targeting, and creative. And bidding is somewhere where in my opinion, in my like automation has won. Targeting is somewhere where we're kind of 50/50. Creative is the place where it's still human. Uh will AI take over all three of these at some point? I don't know. But for now, that's how I kind of value bidding automated targeting, some automated, some manual, creative, still manual. At least for now.
Escúchalo en el minuto 12:36
Canales de adquisiciónQuien busca un curso de marketing digital quiza no vaya a comprarlo, y quien busca solo marketing digital quiza si, porque Google tiene otras noventa y nueve señales sobre esa persona, como que ayer buscaba cursos. Esa, dice Saskin Gales, es la promesa de la concordancia amplia que casi nadie entiende. Con presupuesto pequeño los terminos de busqueda raros si preocupan; con presupuesto mayor, smart bidding y…
And they're not wrong uh in saying that because we know one keyword like somebody typing for you know u digital marketing course would be interested in buying the digital marketing course. Probably not. But somebody just searching for digital marketing probably would be interested in buying a course because Google has 99 other signals to suggest otherwise. Like the fact that yesterday they were searching for digital marketing courses, right? and then maybe today they're just searching digital marketing. Like that's sort of the promise of broad match keywords that I think most people don't…
Escúchalo en el minuto 41:20
Una agencia de servicios del hogar estrena Demand Gen con 20 dolares al dia
Canales de adquisiciónSaskin Gales cuenta el caso de una agencia a la que asesora, especializada en servicios del hogar -techadores, pintores, jardineria-. Sus clientes venian trabajando solo con busqueda, y la lista automatica de Google Engaged Audience les permitio lanzar por primera vez campañas de Demand Gen, con presupuestos de unos 20 dolares al dia, para apoyar la parte alta del embudo y traer conversiones incrementales.
uh and it works really well. Like I've had um there's one agency that I coach where they specialize in uh home services uh kind of roofers, painters, landscaping, that kind of thing. And so they've been using this audiences to launch demand genen for their clients for the first time because most of their clients, you know, it's search-based and they want to expand. Um, and so this has been a really nice audience to use for demand genen to a Google engaged audience for these small businesses that are maybe spending like 20 bucks a day in demand genen. And it's been really nice to kind of…
Escúchalo en el minuto 19:13
Canales de adquisiciónSaskin Gales fecha el cambio: en 2021 los tipos de concordancia se transformaron -la exacta dejo de ser exacta, la de frase dejo de ser de frase y se elimino el modificador de concordancia amplia-, en 2022 llego Performance Max, y ahora se oye hablar de Search Max, que es esencialmente busqueda sin palabras clave. La direccion es anunciar en funcion de quien es el usuario y no de lo que el usuario esta haciendo, y…
do you see no abs so but that is a change that started long before any of us knew what chat GPT was right um you know the big change to keyword match types and the way they work that was around 2021 so that was already like four years ago when exact was no longer exact and phrase was no longer phrase you know broad match modifier was deprecated in 2021 as well. So that was like a big change. Performance Max was like 2022 I want to say when that came out. That really changed things. Now we're hearing rumblings about search max which essentially is keywordless search. Um so like we've been…
Escúchalo en el minuto 37:50
Señal de audiencia y targeting optimizado son lo mismo con distinto nombre
Canales de adquisiciónSaskin Gales plantea, dejando claro que es teoria suya y no informacion de dentro, que la señal de audiencia de Performance Max y el targeting optimizado de display y Demand Gen son la misma cosa por detras: ambos toman las audiencias que elegiste y se van mas alla de ellas a buscar conversiones. La diferencia es de nombre y de ego: decirle a un humano que puede darle una señal a la IA suena mucho mejor que decirle…
think that was so smart. Like I mention it in the book that like optimized targeting and audience signals are two completely different features in two completely different campaign types. And audience signal is for PMAX. Optimized targeting is for um display and demand genen campaigns. But I actually think they're the same thing behind the scenes. And this is like Jill positing. This is not insider information. But like optimized targeting considers your audience targeting but then goes beyond it to find conversions. And an audience signal considers the audiences you've chosen but goes beyond…
Escúchalo en el minuto 40:07
Un 5% del presupuesto gastado en un pais donde ni siquiera vendes
Medición y experimentosCuando trabajaba en Google como consultora de crecimiento internacional, Saskin Gales revisaba anunciantes estadounidenses que estaban gastando en Canada y escribia a sus equipos de cuenta proponiendo expandirse: oye, tu cliente gasta alrededor del 5% de su presupuesto en Canada. Alrededor de un tercio de las veces la respuesta era que no hacian negocio en Canada y que debia de ser un error, y el error era…
expand into Canada. And so I once did this exercise where I was looking at American advertisers who were spending money in Canada. And I would reach out to the account team and just say, "Hey, like your client so- and so is spending about 5% of their budget in Canada. Why don't we meet maybe expand?" And I would say maybe a third of the time they'd say like, "Oh, we don't do business in Canada. Like that must be a mistake." And it was because of this setting, you know? So, I was like, "Oo, an opportunity, someone who can grow in Canada." And they're like, "Thanks for emailing me. I'm going to…
Escúchalo en el minuto 28:28
El matiz no sobrevive al algoritmo: por eso el formato largo existe
Estrategia de contenidosSaskin Gales explica por que escribio un libro en vez de publicarlo en redes: para que LinkedIn o TikTok lo difundan necesita un gancho y algo llamativo, y el detalle y el matiz no funcionan con la atencion corta de las redes. El formato largo es donde puede tener con el lector la conversacion que el algoritmo no deja tener, a otro ritmo.
conversations. And in a way, writing a book was a way for me to get to have that conversation with my readers in a way that we just can't have in a social media post, right? If you post something on LinkedIn or I post a Tik Tok video, I need a hook. I need to drop some like something so the algorithm is going to pick it up and spread it. And details and nuances do not do well with our short attention spans on social media. So that was another reason why I wanted to write this book so that for those like you and I who love those conversations uh we can really dive deep and explore you know at…
Escúchalo en el minuto 5:45
Canales de adquisiciónSaskin Gales sostiene que hacerse practicante avanzado no consiste en tener un script, usar la IA de cierta manera o saber la tactica que alguien conto en un podcast, sino en entender por que Google Ads funciona como funciona, para poder usarlo a la medida de cada cuenta. Su ejemplo de madurez profesional es un dueño de agencia con mas de una decada a cuestas que le dijo que siente que la forma en que vienen…
should people not miss this? Yeah, this book is really for people who use Google Ads and who want to understand the way Google Ads works and why it works that way. And that means it's not for everyone. You know, I meet some people someone who wants to understand, well, why would I use this or that? You know, why would I choose this audience versus that audience? Why has it been structured that way? Why does Google do things that way? This book really dives into that. So, it explains every single audience targeting solution in Google Ads, how they work or don't work with different campaign…
Escúchalo en el minuto 2:19
La estrategia feeder: comprar barato el primer clic para alimentar de señales al smart bidding
Canales de adquisiciónEl anfitrion explica la estrategia feeder atribuida a John Moran: como Google va a necesitar señales para que el smart bidding funcione, se las das tu comprando ese primer clic a bajo coste con una estrategia de puja automatica. Dice haberla probado en cuentas de ecommerce y de captacion de leads y que funciona. Conviene anotar la discrepancia: Saskin Gales responde que ha oido hablar de la estrategia pero no conoce…
Yeah, I have been testing uh feeder strategy on some accounts and it works. Um I have seen it work on both ecom and lead genen accounts. So I can I can you know separately give you make a video. I have made some videos so you you can go and watch. I think the philosophy is very simple Jill. Uh John's philosophy is that Google is anyways going to get to um to you use the smart bidding. Google is going to need some sort of signal. So why don't you provide that signal by getting the first click at a lower cost through a automated bid strategy? So you understand but anyway
Escúchalo en el minuto 1:02:14
El fin de los buscadores por la IA esta muy exagerado
Canales de adquisiciónSaskin Gales sostiene que quienes trabajamos en marketing vivimos en una burbuja: vemos figuras de accion generadas con IA en LinkedIn todo el dia, pero para la mayoria de la gente esto todavia es nuevo, algo inquietante y algo emocionante. Señala que a la gente normal, como su familia, los resumenes de IA le gustan; son los marketers quienes los odian. Y recuerda que Google no es solo el buscador: es Maps, YouTube…
know, like we live in this bubble where we're seeing all these chat GPT generated action figures on our LinkedIn, you know, all day, but like most people don't live in that bubble. And to most people in the world, this is still new and a little scary and maybe a little exciting. And so I say all that all changing? Yes. But I think the demise of Google and others like it is way overblown. We also have to keep in mind that Google is not just Google search, right? Google is maps, Google is YouTube, Google is Android, Google is Chrome. Um, at least if the US Justice Department doesn't have…
Escúchalo en el minuto 35:12
Contra las suspensiones no hay truco de iniciado: casi siempre se rompio una regla
Canales de adquisiciónPreguntada como insider por la forma de evitar o revertir una suspension, Saskin Gales responde que no tiene informacion privilegiada porque nunca gestiono cuentas, y que su respuesta, admite que algo antipatica, es seguir las reglas: cuando llevas tiempo anunciando y te suspenden y te deniegan la apelacion, suele ser porque no las seguias. El anfitrion matiza que la gente no quiere incumplir sino que se le escapan…
approach it? I'm going to be a little glib with my answer, and this is because I was not an account manager, so I was never personally responsible for helping a client who has been suspended, but like follow the rules. And I know that sounds like a jerky kind of thing to say, but like the rules of Google Ads are very clear. Sometimes a weird thing will happen like you start your account and your payment meth. I'm not talking about that. I'm talking about you've been running ads for a while and then you get suspended and your appeal is denied. Like it's usually because you weren't following…
Escúchalo en el minuto 29:57
Google conserva el 89,1% de la cuota de busqueda
Canales de adquisiciónSaskin Gales comenta un titular de esos dias: la cuota de mercado de Google en busqueda cayo por debajo del 90% por primera vez, hasta el 89,1%. Su lectura es la contraria a la del titular: sigue siendo el 89,1%.
know, there was a big headline I think I just saw today or yesterday of like, oh, Google's market share slips below 90% for the first n time to 89.1%. And I'm like, okay, but it's still 89.1%. You
Escúchalo en el minuto 35:00
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