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My 2026 Google Ads Free eCom Course for Beginners
26 ideas de marketing sacadas de «My 2026 Google Ads Free eCom Course for Beginners», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de…
- 26 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 48 min
- Publicada en 2026
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Canales de adquisiciónEn feeds de Google Shopping, la información crítica debe concentrarse en los primeros 50 caracteres. Se recomienda colocar primero el tipo de producto y su función principal, posicionar la marca en el medio y cerrar con modificadores detallados como material, talla o ingredientes.
It's really, really important to note that when it comes to your Google ads is that the most important info is in that first 50 characters. That's why we would recommend, especially when you're starting, is to put your brand in the middle. And you want to start with, say, for example, what your core product is. So toothpaste for gingivitis and gum disease. Then we have the brand name, and then you can have some different product modifiers. Now, they're different product modifiers. It could be things like ingredients that you're allowed to market in there, as we said through this example and…
Escúchalo en el minuto 18:29
Cálculo del presupuesto diario inicial en Google Ads multiplicando el CPC por 30
Canales de adquisiciónPara alimentar los algoritmos de Smart Bidding y Performance Max (que requieren unas 30 conversiones mensuales), se recomienda estimar el presupuesto diario multiplicando el CPC por 30 (por ejemplo, con un CPC de 2 $, fijar al menos 60 $/día).
You need to be getting 30 conversions a month. So this is where your CPC becomes really, really critical because once we go through and find out what your CPC is, we know that we're going to be hitting an average of around about a 3% conversion metrics. So you might start with a conversion rate of only 1%, which means that you need to spend a little bit more in order to get those 30 conversions in a month. So that's why we generally look at when you work at your CPC, once you know your CPC, you need to be timesing that by 30 in order to get your starting budget. So if your CPC is at $2 a…
Escúchalo en el minuto 5:06
Definir la compra como objetivo primario y las microconversiones como secundarias en Google Ads
Medición y experimentosEn e-commerce, se debe configurar la compra como la única conversión primaria para guiar los algoritmos de puja automática en Google Ads. Eventos intermedios como 'añadir al carrito' deben mantenerse como objetivos secundarios para recopilar datos sin interferir en la optimización de ofertas.
make sure through there with your conversion settings for e-commerce, what is important is that we really want to be focusing on the purchase. So I don't want you to fall down the trap of adding add to cart as a primary goal. Now, you can add it as a goal, but you want to make sure that it is a primary goal. And what I want to show you in from here is the difference between a primary goal and a secondary goal is secondary goal. It's still recorded, but it doesn't affect the bidding of the
Escúchalo en el minuto 24:40
Mensaje y copywritingEn los textos publicitarios y páginas de destino, evita afirmaciones genéricas como proclamarse el producto número uno. Conviene identificar hechos objetivos y verificables que los competidores no puedan o no quieran decir (como certificaciones exclusivas, fabricación local o personalización) y articularlos apelando a disparadores emocionales de compra.
be thinking about here is I want you to say something that your competitors can't say or won't say. So we really want to steer away from saying things like, we're the number one product. What you really want to be looking for inside of your ad copies and inside of your landing pages is you want to be not only focusing on those emotional triggers, which are going to help people to buy, but also really look at those objective facts. What is it about your products that your products have that no one else has? And then the trick is you don't just want to stick to just pure facts. You want to make…
Escúchalo en el minuto 22:24
Excluir los últimos 7 días al optimizar campañas de ecommerce por retraso de conversión
Medición y experimentosAl analizar el rendimiento en ecommerce, ignora los datos de los últimos 7 días debido a que la ventana habitual desde el primer clic hasta la compra es de 3 a 7 días; evalúa tendencias en bloques de 4 a 6 semanas fijados de lunes a domingo.
e-commerce, I'm not really interested too much in what's happening in the last seven days. I'm more like to look at sort of a group of about four to six weeks. And I like to set my start date on a Monday and finish it on a Sunday. And I'll explain the reason for why is because that way, when we go and look at these three little dots, you can go to weekly, we can see some more weekly trends. And you're going to get a lot more data from there. The other thing I want you to notice as well is I generally don't, as I said, I don't look at the last week's data. The reason for that is because with…
Escúchalo en el minuto 43:02
Desactivar Search Partners y Red de Display en campañas de búsqueda de Google Ads
Canales de adquisiciónAl configurar una campaña de búsqueda en Google Ads, es recomendable desmarcar la Red de Socios de Búsqueda y la Red de Display para evitar tráfico de menor calidad y discrepancias en las estrategias de puja; la publicidad de display debe manejarse en una campaña separada.
And now there are some important settings. You want to unselect these. The reason why you want to unselect these is because with the Google Search Partners Network, some of the bidding strategies, when we get across there, don't move across those partner networks. And essentially, these are partner networks outside of Google Search. So we want to keep it within the Google Search Network. And when it comes to display network with your image ads, once again, there's a chance that you can have lower quality traffic. I'm not against display campaigns, but if you're going to do it, you don't do it…
Escúchalo en el minuto 28:08
Restringir la segmentación geográfica a presencia física en ecommerce
Canales de adquisiciónPara tiendas online con envíos limitados a regiones específicas, la segmentación geográfica en Google Ads debe ajustarse a 'presencia física' (y no a 'presencia o interés') para no pagar por clics de usuarios situados fuera de la zona de cobertura.
let's just say we want to target all of Australia. The one thing you do want to keep in mind is you may want to set it to presence only. Now, this is important for e-commerce brands because if you're only offering shipping inside of Australia or a certain country, you don't want that ad to show or appear to people who are outside of your location. So that's why you'd set it as presence. Unless you
Escúchalo en el minuto 28:40
Comparación por ventanas de 14 días excluyendo la última semana para auditar Google Ads
Medición y experimentosPara analizar el rendimiento real y detectar problemas en campañas de Google Ads antes de optimizar, se deben comparar bloques de 14 días consecutivos excluyendo los últimos 7 días, evitando así decisiones basadas en datos incompletos por la latencia de conversión.
the first level, when it comes to optimizing your Google Ads accounts is not only do you want to segment it into data when you're running multiple campaigns at the start of your search campaign and shopping campaign is do that 14 day test, compare it previous 14 days to the 14 days before that. And remember what I did from there as well as I didn't do the last seven days. So it's kind of like two weeks ago, three weeks ago versus the time before that. And then if you do see some issues, which are a problem, that's when you then go through this optimization checklist. So as a rule,
Escúchalo en el minuto 45:33
Configuración del seguimiento de conversiones en Google Ads para ecommerce
Medición y experimentosEn campañas de Google Ads para ecommerce se debe configurar una ventana de conversión post-clic de 90 días, registrar todas las conversiones en lugar de una sola (a diferencia de captación de leads) y activar conversiones mejoradas para reportar el valor real de los ingresos.
of things that we do want to make sure that we've got set up is that you want to make sure that I'd be setting this click through conversion window to 90 days. And you'd also want to make sure that you're counting every conversion. Now, the reason for why you can do that with e-commerce is because you're going to be recording that revenue value straight back. For lead gen, we set it to one, but for e-commerce, you set it to every, and you do want to be making sure you've got enhanced
Escúchalo en el minuto 25:13
Estructurar campañas de búsqueda por temáticas de intención y no por palabras clave hiperespecíficas
Canales de adquisiciónEn las versiones modernas de Google Ads, las campañas deben estructurarse alrededor de temáticas de palabras clave e intención (keyword themes) en lugar de grupos de anuncios segmentados por cada término exacto, ya que el algoritmo agrupa automáticamente las variaciones semánticas y adjetivos.
And this has been a big shift inside of Google Ads, especially over the last 24 months, is that with Google, you used to want to really, really target and pinpoint the individual keywords. Whereas now what we want to do, we're more looking for keyword themes. They are going to be in the same keyword theme. So we're not going to move them across into different ad groups. That's going to be the same keyword targeting. Because even if we were to do best toothpaste for gingivitis as an exact match keyword, it would pick up all these different variations. So it's really, really important to note…
Escúchalo en el minuto 8:52
Añadir de 20 a 30 segmentos de audiencia en modo observación al lanzar campañas de búsqueda
Medición y experimentosAl iniciar una campaña de búsqueda en Google Ads, conviene añadir entre 20 y 30 segmentos de audiencia (demográficos e intereses) en modo 'Observación' en lugar de segmentación directa; esto recopila datos analíticos de rendimiento sin limitar el alcance del anuncio.
And now when it comes to audience segments, I do like to add a starting range of about 20 to 30 audience segments. Now, let me explain the difference here. When you're starting with Google Ads, you're generally not going to be doing any targeted campaigns. We're just going to be doing use that option. But for the observation, we're just getting the data. Now, I like to add some things, You can also go through and select what their interests or habits are. It's important to note that you're not targeting these people. You are just getting the data so that you can see that data. And it does…
Escúchalo en el minuto 29:02
Umbral mínimo y estrategia de coexistencia para lanzar Performance Max
Canales de adquisiciónEs recomendable activar Performance Max solo tras alcanzar un mínimo de 30 conversiones en 30 días, superponiéndola a las campañas existentes y analizando tras 30 a 60 días si el presupuesto se consume en Search o en Shopping para determinar con qué tipo de campaña tradicional debe coexistir.
Performance Max. Now with Performance Max, ideally you want to be starting it when you're getting those 30 conversions over a 30 day period. And then from there, that's when we know that we are ready to start our Performance Max campaign. Now, when it comes to introducing Performance Max, what we would generally do from here is that we would just layer in at the Performance Max over the top. And then after we've run our Performance Max campaign for 30 to 60 days, we start to have a look at what's happening inside of that Performance Max campaign. What we especially want to look at is where…
Escúchalo en el minuto 46:21
Google Ads no compensa una oferta débil ni precios desajustados
Oferta y precioEl tráfico altamente segmentado de Google no genera ventas si la oferta, el precio o las páginas de aterrizaje no son atractivos y aceptados por el mercado.
But it does come back to not just about what's happening inside of your Google Ads account. You also need to make sure that you've got a strong pricing strategy and a strong offer. That is actually something that people want. But ultimately, even if you're targeting that highly specific traffic to your product pages, if your offer and if your pricing doesn't stack up, it doesn't mean that you're going to get any sales. Google can't solve that problem. So do understand when it comes to Google Ads, you don't only need to have a successful Google Ads strategy, but you also need to make sure that…
Escúchalo en el minuto 3:15
Diagnóstico de falta de conversión en Google Ads según el tiempo de permanencia
Medición y experimentosPara diagnosticar por qué los clics de Google Ads no generan ventas, analiza el tiempo en página: una permanencia inferior a 30 segundos (y especialmente menor a 10 segundos) indica tráfico no cualificado y mala segmentación de palabras clave; una permanencia superior a 60 segundos con interacción o carritos abandonados indica que el problema no es el tráfico de Google Ads, sino la oferta, la landing page o el…
we need to diagnose what the problem is. And this is why I put this together. And this is just a very, very general rule for when you're seeing clicks but no sales. If when you look at your Google Analytics or any type of analytic data, and you see that when they're getting to your website, and they're staying on your website for less than 30 seconds, more often than not, that's got to do with the wrong type of traffic, especially if that's under 10 seconds. And that's where we really start going, that's poor quality traffic. So with that, you need to fix up the targeting of your keywords. If…
Escúchalo en el minuto 39:26
Transición a Performance Max tras validar 60 días de Shopping y Búsqueda
Canales de adquisiciónNo inicies de inmediato con Performance Max; primero ejecuta campañas estándar de Shopping y Búsqueda durante 60 a 90 días para auditar los términos de búsqueda y verificar que el tráfico esté bien calificado antes de escalar con PMax.
just want to throw into the mix of obviously, if you have been running for Google Ads for 60 to 90 days, and you know, you're getting some really good targeting keyword traffic, and you're just not getting cut through. This is where we do go. And we've done this in cases where people may be getting a high level of add to carts, they're just not getting those final sales. This is an area that we do start to potentially test a performance max campaign, where we'll keep their search campaigns going, and then add in performance max into the mix. The reason why we're confident to do it here is…
Escúchalo en el minuto 40:21
Canales de adquisiciónDepender de la automatización de Google Ads (Smart Bidding, Performance Max o Demand Gen) antes de que la cuenta disponga de estructura y datos históricos suficientes suele provocar pérdidas económicas.
Sadly, most e-commerce brands fail when they launch into the big wide world of Google Ads because they turn on or just try to rely on Google's AI data before their account is ready to do so. The problem is, is that if you rely on these AI features too early without the correct structure and also the correct data inside of your Google Ads account, And this is what I call the laziness tax, where you just set up your campaign, press go and just magically expect Google to do all the work for you. And the important thing is that you need to get this structure right before you start leveraging into…
Escúchalo en el minuto 0:00
Canales de adquisiciónMientras Google Ads gestiona la estructura y el presupuesto, Google Merchant Center actúa como el centro de datos que define la segmentación: la omisión o escasez de atributos, identificadores globales (GTIN) y detalles específicos en los títulos provoca que el algoritmo invisibilice los anuncios ante búsquedas relevantes.
and you've got shopping feed ads in there as well, it all comes down to your product title and your product attributes. And what I want you to think about here is that your Google Ads account is the body, but the merchant center is the brain. And that's where Google knows what to target. And that's why your product titles and your attributes become really, really important. This is how the algorithm decides whether you are visible or invisible. User completes a search. They then scan your Google Merchant Center. They also look at other items like your titles, your G teams, your attributes…
Escúchalo en el minuto 16:54
Regla del multiplicador 30x del CPC para calcular el presupuesto diario por campaña en Google Ads
Canales de adquisiciónPara fijar el presupuesto diario mínimo viable de una campaña inicial en Google Ads (sea de Búsqueda o Shopping), se debe multiplicar el coste por clic (CPC) promedio estimado por 30. Por ejemplo, un CPC medio de 3 $ exige un presupuesto de 90 $/día por campaña, lo que equivale a 180 $/día si se lanzan una campaña de búsqueda y una de shopping en paralelo.
this brand, we've already gone through and worked out that the average CPC is going to be around about that $3 mark, where we add that 30 times multiplier, that's going to move it out to $90 a day. So if they want to be running some search and some shopping campaigns, it's going to be at least $100 and 80 a day to start inside of Google Ads with one search and one shopping Remember, once you get your average CPC, you want to add in that multiplier of 30. So if your average CPC is a dollar per click, that's going to be a budget of $30 a day. If it's $2 CPC, it's going to be $60 and so forth…
Escúchalo en el minuto 10:53
Canales de adquisiciónAl iniciar en Google Ads, en lugar de promocionar todo el catálogo de productos, es preferible enfocar la inversión en una o dos categorías principales con mayor margen y facilidad de venta, apoyándose luego en bundles para elevar el ticket promedio.
Now, the big thing I do really want to stress here is that with Google Ads, there can sometimes be a temptation for you to think that we've just got to market absolutely all of our products or all of our SKUs. What you are better off doing is, especially if you're unaware about your offers and your landing pages, you're better off concentrating that budget into maybe one or two product categories and then getting some level of success and momentum there, and then you can build out And they went all in on their toothpaste. Reason being is because that was the most profitable and the easy to…
Escúchalo en el minuto 6:33
Estructura de titulares en anuncios responsivos de búsqueda usando DKI
Mensaje y copywritingAl configurar anuncios responsivos de búsqueda en Google Ads, conviene utilizar Inserción Dinámica de Palabras Clave (DKI) para cubrir la concordancia con la búsqueda en un solo titular, reservando de 3 a 5 titulares para puntos de venta únicos (USP) y de 3 a 5 titulares para llamadas a la acción (CTA).
use dynamic keyword insertion. The way that you do that, you type a little brace or squiggly bracket there. And now what this is going to do from here, this is going to pick up any of these keywords. So if someone was to search best toothpaste for gingivitis, best toothpaste for gum disease, it would automatically appear in that headline. The reason why I prefer to use keyword insertion is that for the 15 headlines that we've got that we can use, that means we're only using one space for our keyword focus. The others are all about our portal actions and our unique selling points. really…
Escúchalo en el minuto 31:43
Estructura inicial consolidada en Google Ads antes de migrar a Performance Max
Canales de adquisiciónAl comenzar en Google Ads con presupuestos inferiores a 5.000 $/mes, se recomienda no iniciar con Performance Max sino con una estructura consolidada de 1 campaña de Shopping estándar y 1 de Búsqueda no de marca (más opcionalmente una de marca). Esto concentra el volumen de datos para alcanzar el umbral de 30 conversiones en 30 días requerido antes de confiar en las pujas inteligentes basadas en valor de conversión.
is that for e-commerce, if you're spending under that $5,000 a month, we know that for campaign. And that's what I'm going to let you know. The starting point is, is that we would start starting with either two or three campaigns. Two campaigns would be a standard shopping campaign search campaigns, let me explain why we're not starting with Performance Max yet. Remember how you need enough data for the AI power tools to work. Performance Max uses smart bidding. So when it For e-commerce, we'd generally go maximize conversion value. But Google gives a recommendation that before you switch to…
Escúchalo en el minuto 10:49
Canales de adquisiciónPara campañas iniciales de Google Shopping en ecommerce, es recomendable aislar el objetivo de conversión a nivel de campaña dejando únicamente 'Compras' (Purchases) y eliminando objetivos secundarios para enfocar la optimización algorítmica exclusivamente en ventas directas.
And what I would do with these ones is that for the shopping campaign, I like to remove all of the other conversion goals here. So we've only got purchases. It's important to note here that you're not removing these conversions from the account, you're just removing them from this campaign.
Escúchalo en el minuto 34:37
Plazo estimado de 3 a 6 meses para ver retorno de inversión en Google Ads
Canales de adquisiciónUna estrategia de Google Ads para ecommerce requiere típicamente entre 3 y 6 meses antes de empezar a mostrar un retorno de inversión positivo, por lo que no debe utilizarse como salvavidas financiero de emergencia a corto plazo.
many brands turn to Google Ads when it's the last ditch Hail Mary pass. And they mainly have another $2,000 to spend before the business goes bust. And they're basically setting it up so that Google has only got three weeks in order to save their business. The reality is that is not going to happen. And with Google Ads, you need to step into it eyes wide open that it is going to take somewhere between three to six months in order before you start to see your return on investment. Now, that may seem like a really, really long time. And yes, definitely we see faster turnarounds than that.
Escúchalo en el minuto 2:45
Priorizar la optimización publicitaria siguiendo el nivel de gasto
Medición y experimentosAl auditar cuentas publicitarias, enfoca el esfuerzo de optimización en las campañas que concentran el mayor porcentaje de gasto y presentan desviaciones de rentabilidad, en lugar de dispersar tiempo en campañas con bajo presupuesto o que ya superan el objetivo de ROAS.
section. And the big thing I really want to take you through is I'm a really big believer in following the money. So when we look at this optimization checklist, and remember I told you we would really be looking at focusing on where we're spending the most money. So I like to bring this down by where we're spending the most amount of money. And then we want to go through and have a look at so I can go from here, we can go with this campaign we've got through here. It's our third highest spending campaign. It's also got our highest conversion metrics. We're also appearing above the target…
Escúchalo en el minuto 44:13
Medición y experimentosEl benchmark de referencia de tasa de conversión (CVR) en Google Ads para comercio electrónico ronda el 3.22% (aproximadamente 3%).
So what we're going to start looking at here is I've gone over to Triple Wales site and we're looking at the overall Google Ads benchmarks for 2025. So what we're really going to be looking at is we are going to be looking at the conversion rate, which is this CVR, which in 2025, we're sitting at around about 3.22. So let's call it 3%.
Escúchalo en el minuto 4:19
Dependencia absoluta del feed de datos en campañas de Google Shopping
Canales de adquisiciónEn las campañas de Google Shopping no se añaden palabras clave ni textos de anuncios directamente dentro de la plataforma de anuncios; la activación de búsquedas y el contenido visual del anuncio dependen exclusivamente de la información y atributos configurados en el feed de productos.
And that's when you go through and select those other products there again. So with your shopping campaign, it's important to note, there's no keywords that you're adding, there's no ad copy, it's all in your shopping feed ads. And that's the way that we set up our shopping campaign.
Escúchalo en el minuto 37:17
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