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PMAX, AI MAX & The Future of Google Ads
19 ideas de marketing sacadas de «PMAX, AI MAX & The Future of Google Ads», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de canales de…
- 19 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 33 min
- Publicada en 2026
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Requisitos y barreras de entrada para Performance Max en generación de leads
Canales de adquisiciónEn generación de leads, no se debe activar Performance Max en cuentas nuevas sin historial previo ni filtros en el front-end (como formularios multipaso o tracking de conversiones offline), ya que la falta de una transacción real como freno hace que el algoritmo gaste presupuesto en tráfico no calificado; se debe saturar primero la búsqueda manual.
So, I mean, obviously the PMAX is the same do not introduce it in a new account if you don't have past conversion history Now, the problem if you compare lead generation to e-commerce is that with lead generation, you don't have an actual purchase being the guardrail in between the conversion. So with PMAX, you don't want to introduce it unless you don't have either offline conversions, a way to push your backend data to Google as the way of showing Google what a conversion is, or if you have really good, let's say, multi-step forms or some sort of guardrail so you can pre-filter the leads I…
Escúchalo en el minuto 7:39
Investigación de mercado y clienteIntroducir transcripciones de llamadas comerciales y datos de foros en modelos de IA permite sintetizar rápidamente perfiles de comprador y necesidades clave de la audiencia sin dedicar días a la recolección manual.
going out to Reddit forums and getting data that would take days to collect and pulling that in like businesses we're actually using the sales calls the meeting call transcripts putting that into the prompts so that we're getting you know brand personas marketing personas that we need it's saving a heap of time with that
Escúchalo en el minuto 30:31
Medición y experimentosAl probar nuevas tecnologías beta o automatizaciones como AI Max en Google Ads, se debe configurar una prueba mediante experimentos personalizados (Custom Experiments) para separar el tráfico y comparar el rendimiento contra la campaña de búsqueda original sin alterar la estructura base.
but what I would recommend if you want to do it, just do it as a custom experiment so you're separating it from your original campaign so you're not just flipping it over.
Escúchalo en el minuto 17:04
Canales de adquisiciónEn cuentas nuevas sin datos previos, conviene arrancar con campañas estándar de Google Shopping antes de activar Performance Max. Shopping ofrece un ciclo de retroalimentación rápido sobre títulos y atributos del Merchant Center sin dispersar presupuesto en canales como YouTube o Display antes de tiempo.
If you're creating a fresh account, you have no data in there, and you start with the Performance Max campaign, it's going to have to trial on every single different platform or channel However, if you're, say, an e-commerce brand and you're looking towards PMAX, start with a shopping campaign. There is no better way to promote your products than on shopping. Gain some really high-quality conversion data through that. And then once you have that interposition then you can start to introduce things like Performance Max, And I'm still a big believer in starting with a search and shopping format…
Escúchalo en el minuto 1:39
Medición y experimentosPara activar campañas de Performance Max con éxito en cuentas pequeñas, se requiere al menos un mes con 30 o más compras registradas y distribuidas en varios productos, evitando depender de un único producto ganador antes de confiar en el algoritmo automatizado.
Conversion data is always number one. So if I'm getting enough consistency with my conversions and I am seeing multiple products convert as well, it's not just like one champion product, that we are getting consistent and reliable data coming through, then let's start introducing PMAX. I'm waiting for one month of, say, 30 plus purchases for a smaller account. But I do know that if I don't have enough consistency, then there's no point looking at PMAX at all until I have that conversion data.
Escúchalo en el minuto 3:18
Canales de adquisiciónPara escalar de forma controlada y detener el desperdicio de inversión en Google Ads, cada temática de palabra clave o producto debe existir en un solo tipo de campaña; duplicarla en múltiples campañas dificulta frenar el presupuesto ineficiente o asignarlo a lo que mejor funciona.
the fastest way to see success in Google ads is, really controlling the budget and forcing Google to spend money in the right area. So if that keyword theme is performing or product theme is performing well, the reason we want it only in one type of campaign and not across multiple campaigns is so that we can push more money into it or if it's underperforming so that we can stop the more money. And if we stop it and it's targeted in three other campaigns, you haven't solved the problem. It's really, really hard to scale and stop the waste.
Escúchalo en el minuto 11:40
Canales de adquisiciónPara escalar de forma controlada y detener el desperdicio de inversión en Google Ads, cada temática de palabra clave o producto debe existir en un solo tipo de campaña; duplicarla en múltiples campañas dificulta frenar el presupuesto ineficiente o asignarlo a lo que mejor funciona.
the fastest way to see success in Google ads is, really controlling the budget and forcing Google to spend money in the right area. So if that keyword theme is performing or product theme is performing well, the reason we want it only in one type of campaign and not across multiple campaigns is so that we can push more money into it or if it's underperforming so that we can stop the more money. And if we stop it and it's targeted in three other campaigns, you haven't solved the problem. It's really, really hard to scale and stop the waste.
Escúchalo en el minuto 11:40
Canales de adquisiciónEs recomendable acumular al menos 30 conversiones al mes en la cuenta de Google Ads antes de implementar campañas de Performance Max para asegurar un volumen de datos suficiente que permita al algoritmo optimizar.
Ideally, you're wanting at least 30 conversions a month before you're switching over to Performance Max. But if it's not happening and we're just below that mark, we will try Performance Max.
Escúchalo en el minuto 5:35
Evitar la canibalización por variaciones menores de palabras clave en Google Ads
Canales de adquisiciónCrear múltiples variantes de una palabra clave cambiando solo la puntuación o el orden de las palabras fragmenta los datos de rendimiento y perjudica el aprendizaje algorítmico de Google. Las palabras clave adicionales solo deben agregarse si introducen una intención de búsqueda verdaderamente diferenciada.
is ensuring that their keywords are unique enough to ensure that they don't overlap with whatever that intent is. So just understand that Google is going to be loosely fitting whatever your keyword is. If you're trying to create a keyword because it's rearranged differently or it's got different punctuation, you're cannibalizing your own keywords, You're splitting up all that performance data across some different keywords. And two is you're getting less keyword level data, which is just going to hinder how quickly Google can learn and understand what seems to work and what doesn't.
Escúchalo en el minuto 10:26
Completar al 100% los atributos de producto para visibilidad en motores de IA
Canales de adquisiciónRellenar todos los atributos de producto en Google Merchant Center y redactar descripciones precisas y sin jerga técnica permite que motores de búsqueda y modelos de IA (como ChatGPT y AI Overviews) interpreten la información técnica y recomienden el producto ante consultas complejas de los usuarios.
is Google Merchant Center you need have product attribute 100% anything detailed jargon description concise the information because AI interpreting that data so AI overview would then chat gpt will actually analyze a most likely Google merchant center and provide the best recommendation based
Escúchalo en el minuto 25:07
Secuencia de palancas de escala en Google Ads antes de recurrir a AI Max
Canales de adquisiciónLa gran mayoría de los anunciantes no necesita AI Max para crecer; se deben agotar primero palancas probadas de escala como ampliar presupuestos de búsqueda, implementar concordancia amplia (broad match), desplegar Performance Max, usar Demand Gen y optimizar la segmentación antes de recurrir a automatizaciones extremas reservadas para cuentas saturadas.
the vast majority of businesses you don't need AI Max yet so let's be realistic. You can scale with broad match inside of your search campaigns and then performance max and then if you want to go to demand gen. the vast majority of brands vast majority of businesses like I'm saying like 95% plus there's so many other levers they can pull before they pull AI Max in terms of increasing search budgets going into broad match performance max demand gen campaign segmentations it's because you have completely capped out where you're at you're not hitting diminishing returns
Escúchalo en el minuto 17:43
Riesgo de delegar la ejecución directa de campañas publicitarias a herramientas de IA
Canales de adquisiciónConectar herramientas de IA para que ejecuten cambios directos y gestionen automáticamente cuentas de publicidad en plataformas como Meta expone la cuenta a baneos por políticas de acceso y a decisiones erráticas, por lo que la IA debe limitarse al análisis y soporte estratégico bajo supervisión humana.
just keep it away from making active changes in the account. know examples of a meta banning your account for giving AI access to the account and doing too many sort of like changes or access to to the account that's basically not allowed. right now don't just go blindly letting an AI manage your account for you. there's always going to be a human element to ensure that the strategy and the application of things is done right. or no but you're still the CEO of that decision.
Escúchalo en el minuto 31:01
Mantener supervisión estratégica humana sobre la optimización automática con IA
Canales de adquisiciónLa inteligencia artificial debe utilizarse para el trabajo analítico y diagnóstico pesado, pero los cambios operativos en vivo en cuentas publicitarias (presupuestos, pujas o palabras clave) deben mantenerse bajo criterio humano, ya que las sugerencias basadas puramente en datos pueden carecer de coherencia con los objetivos generales del negocio.
just using as a diagnostic tool I can't I'll be linking any AI tool to start making live changes in my look I don't believe is all the points could change the budget or turn off some keyword themes or change bidding strategies that makes sense from a data point of view but they just make no sense from a business point of view and I think that's heavy work for the data but I still think in strategists and media buyers we should be maintaining that and managing that level of control.
Escúchalo en el minuto 29:17
Canales de adquisiciónEn ecommerce, se debe comenzar con campañas de Shopping o PMax de solo feed (feed-only) antes de lanzar un PMax completo; contar con un feed optimizado es crítico para que el presupuesto no se desvíe a inventarios de menor intención como Discover y Gmail por falta de ranking.
But my general structure will be, first of all, I mean like a seed-only PMAT campaign I personally prefer seed-only PMAT just because it does layer in audience signals then I like to layer on top of that. a full build Performance Max campaign For Performance Max to work, you need to have a really good feed because if you don't have a good feed, that's when it starts going into Discover and Gmail and you're seeing just because it can't get enough spend inside of the shopping campaign because the ranking's too low.
Escúchalo en el minuto 6:02
Canales de adquisiciónEn ecommerce, se debe comenzar con campañas de Shopping o PMax de solo feed (feed-only) antes de lanzar un PMax completo; contar con un feed optimizado es crítico para que el presupuesto no se desvíe a inventarios de menor intención como Discover y Gmail por falta de ranking.
But my general structure will be, first of all, I mean like a seed-only PMAT campaign I personally prefer seed-only PMAT just because it does layer in audience signals then I like to layer on top of that. a full build Performance Max campaign For Performance Max to work, you need to have a really good feed because if you don't have a good feed, that's when it starts going into Discover and Gmail and you're seeing just because it can't get enough spend inside of the shopping campaign because the ranking's too low.
Escúchalo en el minuto 6:02
Canales de adquisiciónAprovechar la cobertura amplia de Performance Max en todos los canales de Google es más efectivo cuando se utiliza la estrategia de maximizar valor de conversión respaldada por conversiones offline, orientando la adquisición hacia leads y clientes de mayor valor comercial.
if you are able to, introduce some value with your conversions, so let's say that you have your Pmax relying on offline conversions and you can introduce the value with that, of maximized conversion value to try and utilize the Pmax to focus more on, let's say, high-value projects but the big benefit of Pmax is that you're getting that wider net across all of Google's channels and if you can couple that with maximized conversion value it's a good power couple
Escúchalo en el minuto 14:12
Canales de adquisiciónLas campañas de búsqueda tradicionales deben mantenerse como la base estratégica en Google Ads porque capturan intención directa y alimentan continuamente de datos precisos de conversión a herramientas automatizadas como Performance Max, amortiguando sus fluctuaciones de rendimiento.
is that obviously the search campaign is feeding in accurate data all the time of what is converting and it lets Performance Max jump around to do what it needs to do. as long as search campaigns are around, I think I will always use them because they provide such a straight way as long as search campaigns are around, I will always use them as the foundation for sure.
Escúchalo en el minuto 15:40
Impacto de la IA en la reducción del embudo y la saturación de términos bottom-funnel
Canales de adquisiciónEl uso de la IA generativa como paso previo de consulta educa exhaustivamente al usuario antes de buscar un proveedor, lo que reduce el CTR en campañas de prospección/lead gen tradicionales y concentra la presión competitiva directamente en las palabras clave de intención final (bottom of funnel).
with lead generation is that CTRs are getting a little bit worse than what they were before I think people aren't as easy to click the ads or search Google the first thing they do when they need a service there's a conversation taking place with an AI first quite a lot before they decide to actually convert which might also put way more strain on the bottom funnel keywords but now with AI you can very quickly very efficiently get a good educated answer about your problem become fully educated on the thing before you even reach out to the service or the business so I think the way from…
Escúchalo en el minuto 21:46
Uso de la exploración de Smart Bidding para capturar demanda en etapas tempranas
Canales de adquisiciónAsignar parte del presupuesto a la exploración de Smart Bidding permite alcanzar a usuarios en etapas más altas del embudo mediante términos de búsqueda no convencionales, equilibrando la generación de conversiones inmediatas con la captación de demanda futura.
smart bidding exploration and the main difference is smart bidding exploration is going to go out with a whole lot of terms that you would never really think would be like a convertible term but it's also hitting users at that slightly higher stage of the funnel because the whole idea is that you're feeding business tomorrow as well as business today and I think that that's a really smart sort of split with your budget
Escúchalo en el minuto 20:36
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