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PPC Zone Dec 2024: In PPC We Trust | Sponsored by Optmyzr
21 ideas de marketing sacadas de «PPC Zone Dec 2024: In PPC We Trust | Sponsored by Optmyzr», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de…
- 21 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 40 min
- Publicada en 2024
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Marco de gobernanza y supervisión humana para IA en campañas de PPC
Canales de adquisiciónImplementa un marco de rendición de cuentas para el uso de IA en marketing digital estructurado en tres pilares: auditorías periódicas (trimestrales o semestrales) del stack y acceso a datos, registro documental exhaustivo de configuraciones y cambios algorítmicos para auditar variaciones de rendimiento con clientes, y asignación de un responsable interno que evalúe y autorice nuevas herramientas.
that human oversight is still incredibly important when we're talking about using AI in our PPC strategies so the key to making this work is building obviously a solid accountability framework um in my experience or what I've figured out so far there's three key elements even uh so the first is reg a regular auditing process so uh what you want sure that you have maybe like a quarterly or maybe semiannual auditing process where you just go through your tools and just make sure that they're still doing what they're supposed to be doing they're still collecting the same data they're still using…
Escúchalo en el minuto 23:31
Canales de adquisiciónSe recomienda reservar la concordancia amplia únicamente para las mejores palabras clave bajo pujas de Maximizar Conversiones, mientras que para Maximizar Clics o términos de marca (especialmente en salud) se debe usar concordancia exacta o de frase para evitar variantes cercanas no deseadas.
ago but um yeah I I recommend using mainly phrase match and then with just a handful of your top performing keywords being broad match just to comply you know with Google I do always advise that you know if you're using a max conversion strategy obviously broad match that's how Google operates the best but if you're using Max clicks for any variety of reasons just stick strictly to phrase and exact match and I also recommend on brand terms for healthcare specifically that you utilize just exact match because it can match you up with a lot of brands that are irrelevant those close variants yeah
Escúchalo en el minuto 38:03
Mapeo preventivo de flujo de datos antes de adoptar herramientas de IA
Medición y experimentosAntes de integrar nuevas herramientas de IA en el stack de marketing, mapea de forma metódica cómo se recopilan, procesan y almacenan los datos de usuario y quién tiene acceso a ellos para actualizar políticas de privacidad y prevenir contingencias regulatorias.
is pretty methodical and requires just a few action steps really here the first is mapping your data flow so understanding exactly how data moves through your systems understanding obviously how it's collected processed and stored uh the second is establishing clear protocols uh around data handling and user consent and then finally keeping those privacy policies updated so they reflect your current practices um prioritize documentation transparency best currently um so first is identifying obviously the Tex stack that you've got that H has implemented AI um be thorough about it as much as…
Escúchalo en el minuto 20:47
Protocolo de tres pasos para mitigar el 'brand bidding' fraudulento de afiliados
Canales de adquisiciónPujar más agresivamente o reportar anuncios a Google no soluciona a largo plazo la canibalización de marca por parte de afiliados; la solución requiere tres pasos: verificar y prohibir contractualmente el brand bidding, monitorear proactivamente anomalías en picos o caídas de ingresos, y expulsar de inmediato a los infractores para anular su monetización.
stop it from happening if you think it's happening unfortunately there's not a lot you can do purely from a PPC perspective you can report the ads to sometimes doesn't you can um bid more aggressively but it's not a long-term solution ultimately you have to work with your affiliate team or your affiliate Network to get them to take action so the three steps are making sure that Affiliates are being vetted thoroughly that they're not allowed to Brand bid there's compliance guidelines affiliate team next is proactive also look across your data to look for those spikes in Revenue drops in…
Escúchalo en el minuto 15:14
Transición progresiva de concordancia de frase a amplia tras minar negativas
Canales de adquisiciónIniciar campañas de búsqueda con concordancia de frase proporciona mayor control inicial para descubrir y filtrar términos negativos antes de escalar el volumen abriendo a concordancia amplia.
think for me it's kind of like a little bit of a process I like starting with phrase it gives me a bit more control and then eventually once I've got that negative really like mind out uh then I'll maybe consider switching over to Broad uh we did something similar to a client maybe like a year ago and it was absolutely wonderful like that campaign's been just running beautifully
Escúchalo en el minuto 38:44
Canales de adquisiciónLa concordancia amplia en Google Ads solo es efectiva si se acompaña de una gestión exhaustiva de palabras clave negativas; sin ellas, el algoritmo suele activar anuncios para competidores irrelevantes o búsquedas con nombres parecidos.
working agency broad was favored a lot but with very tight controls and interestingly we're tracking search results and I see a ton of on our clients competitors or not even competitors people Loosely related to them who've got similar names matching to them because they haven't used um negative lists that you know like Abby mentioned so I I was always use broad to best its ability but you have to have very tight control and stringent you know NS and St on top of that got it so
Escúchalo en el minuto 37:20
El secuestro de anuncios por afiliados infla los CPCs de marca y canibaliza ingresos
Canales de adquisiciónCuando los afiliados pujan por términos de búsqueda de una marca para redirigir tráfico con su cookie, aprovechan la regla de Google de mostrar solo un anuncio por dominio para desplazar al anuncio oficial. Esto infla artificialmente el CPC de marca por autocompetencia, atribuye erróneamente conversiones directas al canal de afiliados y drena el presupuesto de marketing en comisiones indebidas.
also saw that Google only serves one ad per domain so in this example Curry's ad that they were bidding on is not served what you can see is that affiliate details are being added to the user who clicks this which means that any sales that are made this affiliate associated with this associated with these details gets a percentage of that sale and makes implications so cpcs are inflated more competition more people bidding for the same keywords competing against yourself it drives it up revenue is attributed to Affiliates rather than search so those finally the brand of paying commissional…
Escúchalo en el minuto 11:40
Mensaje y copywritingPara eludir las restricciones de Google Ads sobre publicidad personalizada y salud, se debe sustituir el uso de pronombres directos como 'tú' o 'tu' por enfoques en primera persona (por ejemplo, 'cerca de mí').
anything personalized but what I always recommend is just avoid the use of you and your within your add copy and a lot of times you can get around those um for sharing that tip a little tip is that I will use you know find uh or C can I find a healthcare provider near me instead and for some reason Google will allow that through but they don't like the use of you and your me instead of
Escúchalo en el minuto 29:22
Mantenimiento exhaustivo de listas de palabras clave negativas en sectores especializados
Canales de adquisiciónDado que los algoritmos de búsqueda de Google suelen agrupar erróneamente especialidades médicas distintas (como traumatología y podología), es indispensable auditar los términos de búsqueda con frecuencia y crear listas extensas de palabras clave negativas para evitar gasto en clics irrelevantes.
utilize a lot of extensive Nea keyword lists Google does not know Healthcare very well so unfortunately they view an orthopedic surgeon and a podiatrist as essentially the same thing so we have to very carefully monitor what um keywords we have or searches that we have coming in and add those to extensive negative
Escúchalo en el minuto 7:31
El riesgo de retirar la pauta de marca frente al secuestro de anuncios (ad hijacking)
Canales de adquisiciónDejar de invertir en anuncios de búsqueda sobre la propia marca bajo la asunción de que el tráfico orgánico captará esa demanda facilita que terceros no autorizados pujen por esos términos (ad hijacking), afectando negativamente el rendimiento de captación.
where the advertisers there were these advertisers who didn't match the brands running these ads and we just couldn't things like they weren't paying for brand search because it wasn't incremental which had opened up the door to this happening or um they had purposely you know pulled back in certain areas which again had given rise to that happening and unless you sort of Spott or you're looking specifically at the data you just don't know that it's happening and I think it's a real yeah hidden Menace in a lot of paid search campaigns that's really really negatively impacting
Escúchalo en el minuto 30:45
Detectar el ad hijacking mediante picos anómalos de CPC y caídas inexplicables de ingresos
Medición y experimentosPara identificar si un programa de afiliados está secuestrando las búsquedas de marca en Google Ads, audita discrepancias repentinas: incrementos abruptos en el CPC de marca sin aumento de competencia legítima o descensos inexplicados de ingresos en paid search que se trasladan al canal de afiliados.
spot this happening there's a few telltale signs such as sudden spikes in brand PPC or sudden drops in Revenue that are inexplainable so you might see um this happening and you can't say you know it's not more competition it's not any change that we've particularly made
Escúchalo en el minuto 14:42
Restricciones tácticas y cumplimiento regulatorio en Google Ads para salud
Canales de adquisiciónEn publicidad de Google Ads para salud y hospitales se deben evitar el remarketing por motivos regulatorios y éticos, los Dynamic Search Ads (DSA) por riesgo de cumplimiento y los anuncios de solo llamada por privacidad de datos; la adquisición debe concentrarse en anuncios de búsqueda estándar con listas de palabras clave muy ajustadas.
that best meet their needs um we utilize very tight keyword lists and this just helps us reduce those costs um and we're simply cannot do for Health Care campaigns so we can't utilize any remarketing campaigns this is restricted in not only in Google ads but overall in the healthcare vertical it's ethically not responsible to use remarketing utilize um Dynamic search ads simply because there's a lot of compliance issues that these Health Care Systems have to deal with and then we don't use calls from ads within Google ads just because we have some concerns about how Google would utilize that…
Escúchalo en el minuto 3:57
Canales de adquisiciónEn industrias reguladas como salud o apuestas, es imprescindible contar con directrices claras y monitorizar activamente los textos utilizados por afiliados y equipos asociados para evitar incumplimientos legales o bloqueos de políticas publicitarias.
that point of Affiliates going rogue not necessarily hijacking in regulated Industries like Health gambling Etc things like that there can be you know you have to have a very control about what anyone affiliated with you is is saying so there's a different challenge around that whereby you might not necessarily know what they're saying in their copy Etc things like that so there's like a different use case for monitoring you know copy um for regulated Industries as well um and like it is just having some guidelines as to what anyone internally your team is is doing and saying via you know…
Escúchalo en el minuto 35:28
Restricciones en el uso de Customer Match y conversiones mejoradas en el sector salud
Medición y experimentosEn sectores con alta regulación de privacidad médica como la salud, debe evitarse el uso de listas de Customer Match y Enhanced Conversions en Google Ads para no incurrir en violaciones legales de normativas como HIPAA.
example yeah that's a really highly debated subject that we go back and forth with Google on so yeah we do not want to utilize enhanced conversions because it's tracking offline conversion so we don't know what those are and we don't know where Google's using that data so yeah I would always recommend to clients that we would not use enhanced conversions and again customer match list it's an absolute noo just because it's that Hippa compliant data that we just don't want to put any client at risk of being exposed to
Escúchalo en el minuto 34:02
Mensaje y copywritingEl copy publicitario de servicios médicos debe redactarse en lenguaje sencillo y centrado en las necesidades del paciente, omitiendo jerga clínica que el usuario desconoce, y manteniendo total coherencia entre las promesas del anuncio (ej. citas el mismo día) y el contenido de la landing page.
on mobile now um clear compelling ad copy is key if ad mentions same day appointments this should also be reflected in the landing page and then speaking directly to those patient needs and avoiding any clinical terms simply said patients don't know the clinical terms it really needs to be simple and approachable in the ad copy and then the
Escúchalo en el minuto 8:06
Medición y experimentosEn publicidad del sector salud, las líneas de atención primaria o urgencias presentan un CPA típico de entre 30 y 100 dólares, mientras que las especialidades médicas de alta complejidad (como oncología) oscilan entre 300 y más de 1.000 dólares debido a ciclos de decisión más largos y un mayor valor de vida del paciente (LTV).
see some lower CPAs for um service lines like urgent care and Primary Care from that $ 30 to $100 range but for very specialized um service lines it's not uncommon to see cost for Acquisitions between 300 to over $1,000 reasons being $1,000 CPA for a service line such as oncology cancer treatment that's justifiable because we have a longer potential life time Revenue that can be higher for those types of treatments so
Escúchalo en el minuto 5:40
Ajustar el radio de segmentación geográfica según la densidad poblacional para contener costos
Canales de adquisiciónPara mitigar los altos costos por clic y adquisición en áreas urbanas de alta competencia, conviene reducir el radio de geotargeting a 15-20 millas, mientras que en zonas rurales el radio de cobertura puede extenderse hasta 100 millas.
regarding the Geographics so urban areas uh we're going to see a lot more competition so higher CPAs are also CPAs and how we mitigate that is you know a lot of times for those very densely populated areas we recommend you know reducing that Geo targeting 15 to 20 miles whereas in very rural areas you could have a 100 mile radius um but what
Escúchalo en el minuto 6:37
El 65% de marcas auditadas sufre secuestro de anuncios en búsquedas de marca
Canales de adquisiciónEn una muestra de 250 marcas analizadas durante Black Friday, el 65% sufrió secuestro de anuncios en búsquedas de marca por parte de afiliados, llegando a capturar hasta el 45% de las impresiones en la primera posición de pago en términos con más de 670.000 búsquedas mensuales.
Friday so we checked uh 250 Brands over Black Friday and 65 5% of them had this happening to them so 65% were being which is hijacker goes up and some days it's up to 45% of searches for a brand keyword that has a monthly search on 673 th000 searches was had a hijackers ad in
Escúchalo en el minuto 13:54
Requisito de certificación LegitScript para pauta farmacéutica en Google y Meta
Canales de adquisiciónLa publicidad pagada para la industria farmacéutica en Google Ads y Meta requiere obligatoriamente una certificación de terceros homologada como LegitScript para ser aprobada.
uh actually suspended and um that mainly relates to the Pharma and so for Pharma Industries in order to advertise for those you have to have a certification the most common one is legit script and that's both for Google ads as well as meta and Facebook ads as well so you have to submit that in order to
Escúchalo en el minuto 28:06
Porcentaje de pacientes que buscan proveedores de salud en internet
Investigación de mercado y clienteEl 77% de los pacientes busca a sus proveedores de atención médica y servicios de salud a través de internet antes de solicitar una cita.
Systems so a few things that we do know 77% of patients are searching for their Healthcare providers online so I work
Escúchalo en el minuto 2:24
La opacidad de la IA en PPC compromete la comunicación y confianza con el cliente
Medición y experimentosEl funcionamiento tipo 'caja negra' de las estrategias de Smart Bidding en publicidad digital crea una brecha de transparencia: al no poder explicar con certeza por qué el algoritmo toma decisiones o cambia el rendimiento, se pone en riesgo la confianza estratégica entre anunciantes/agencias y sus clientes.
about the blackbox kind of nature of AI real-time decisions are being made off of complex algorithms um when we see a smart bidding uh strategy adjust its bid the issue comes in as an Advertiser is can't see why the decisions are being made um it creates this transparency Gap that I feel like both affects us strategically but also the relationship that we have with our clients how are we supposed to explain performance changes to client when I can't fully track um or even explain why the machine made XYZ trying to maintain that level of trust and communication with our clients so
Escúchalo en el minuto 18:38
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