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PPC Zone Dec 2025: B2B Outside the Box
24 ideas de marketing sacadas de «PPC Zone Dec 2025: B2B Outside the Box», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de canales de adquisición…
- 24 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 40 min
- Publicada en 2025
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Consolidación extrema de campañas en Microsoft Ads por menor densidad de datos
Canales de adquisiciónEn Microsoft Advertising es aconsejable consolidar las campañas al extremo (por ejemplo, reducir de más de 25 campañas en Google a menos de 10 en Microsoft) para acumular suficiente densidad de conversiones y datos que permitan operar correctamente a los algoritmos de puja.
around that value based bidding I often consolidate campaigns down take consolidation to the absolute extreme. So where I may have 25 plus campaigns in Google, I'll be running less than 10 in Microsoft. Given that there's lots and less data points and lots less conversions running through those Microsoft campaigns, you'll want to make sure those are consolidated down and you've got quite a lot of data density for the campaigns to work properly.
Escúchalo en el minuto 6:20
Uso de segmentos personalizados por intención de búsqueda en campañas de YouTube y Demand Gen
Canales de adquisiciónConfigurar segmentos de audiencia personalizados basados en términos de búsqueda clave y aplicarlos en campañas de video en YouTube o Demand Gen permite impactar a audiencias con alta intención de compra a un costo relativo bajo y con mensajes muy dirigidos.
well. Um, and I'm always surprised at how relatively inexpensive it can be to reach a very targeted kind of audience with a very personal or um, you know, uh, customized uh, message. So, I want >> Yes, Melissa, you mentioned the um custom segment based on search terms, which is my single favorite audience in all of Google ads and a YouTube a video campaign I should say on YouTube or a demand genen campaign are the best places to use that. So Melissa, these
Escúchalo en el minuto 36:59
Evitar la parálisis por pruebas A/B en entornos B2B de bajo volumen
Medición y experimentosEn campañas B2B con pocas decenas de clics diarios, esperar significancia estadística en tests A/B paraliza las decisiones; es preferible usar criterio informado, dar tiempo a los algoritmos tras un cambio y apoyarse en analítica cualitativa (como grabaciones de sesiones) para optimizar anuncios y landings.
decisions. They were paralyzed. In a B2B situation like this, you're not getting hundreds of clicks a day. You might get a dozen clicks. Waiting for months is not an option. So, you need to go with an educated gut. Don't let AB testing paralyze your B2B campaigns. You need to give Google Ads enough time to adjust when you change a budget or a bid strategy, but then you need to make a call and move on. And you can also use tools like Microsoft Clarity that show you what each visitor is doing so you can more quickly sense how to improve your ads or your landing pages even with
Escúchalo en el minuto 15:07
El contenido B2B debe filtrar y repeler al público no calificado
Mensaje y copywritingCopiar anuncios B2C con alta producción y narrativas emocionales suele generar miles de reproducciones pero cero conversiones en B2B. El mensaje debe comunicar de inmediato el problema resuelto, a quién ayuda y a quién no le sirve, atrayendo al cliente ideal y repeliendo al resto.
for is beautiful content. A lot of B2B CEOs and marketers have BTOC brand envy and want to create the kind of content that works really well for BTOC brands, but this can backfire. Another client of a YouTube ad. It racked up hundreds of thousands of views and zero conversions. Why? Because it was designed like a problem. It drew everybody in whether or not they were the target audience. So, your content needs to be immediately clear about the problem that you solve, who you solve it for, and who it isn't have to be attractive to your audience while somehow finding a way to be repulsive to…
Escúchalo en el minuto 15:51
Evitar la importación directa y automática de Google Ads a Microsoft Ads
Canales de adquisiciónNo se deben importar campañas automáticamente desde Google Ads a Microsoft Ads, ya que la audiencia de Microsoft tiene comportamientos de compra y gasto distintos, y la importación tiende a sobreescribir presupuestos y estrategias de puja específicas.
try and come up with a platform specific strategy. Microsoft users shop differently. They buy different products. They tend to spend more money. So, if they're doing all those different things in different ways, you should treat them different to the way that you're treating your Google um customers. The first way that that I tend to do that is avoid any Google imports. Your campaigns are likely to need different budgets, work on different bidding strategies, and if you are importing from Google, it'll often override the settings that you've put into your Microsoft campaigns. And imports…
Escúchalo en el minuto 5:28
Segmentación en YouTube para B2B mediante segmentos personalizados basados en palabras clave
Canales de adquisiciónEn campañas de YouTube para B2B se deben utilizar segmentos personalizados basados en palabras clave de búsqueda de alto rendimiento, evitando las audiencias prediseñadas de Google (in-market o de afinidad) que resultan demasiado amplias y enfocadas a consumo masivo.
So, keys to success here with successful YouTube campaigns, targeting, use custom segments with high performing search keywords for B2B, I would stay away from the broader audiences, the in-market audiences and the affinity audiences that are pre-baked into Google ads. those tend to be too big, too consumer
Escúchalo en el minuto 24:51
Canales de adquisiciónCuando se cuenta con catálogos de miles de productos (SKUs), conviene apoyarse fuertemente al inicio en anuncios dinámicos de búsqueda (DSA) para descubrir qué productos tienen tracción y luego crear campañas de búsqueda independientes solo para los ganadores.
If you are just starting out, I would always encourage people, especially at Quality Bearings Online, we've got over 50,000 SKUs. So creating search campaigns for all those separate SKUs or product types is difficult. So we lean heavily on DSA to start with to work out which products work well and then start to push those forward in in their own independent search campaigns. But initially really lean on DSA. Um and
Escúchalo en el minuto 6:49
Canales de adquisiciónCuando se cuenta con catálogos de miles de productos (SKUs), conviene apoyarse fuertemente al inicio en anuncios dinámicos de búsqueda (DSA) para descubrir qué productos tienen tracción y luego crear campañas de búsqueda independientes solo para los ganadores.
If you are just starting out, I would always encourage people, especially at Quality Bearings Online, we've got over 50,000 SKUs. So creating search campaigns for all those separate SKUs or product types is difficult. So we lean heavily on DSA to start with to work out which products work well and then start to push those forward in in their own independent search campaigns. But initially really lean on DSA. Um and
Escúchalo en el minuto 6:49
No pujar por palabras clave de alto volumen de soluciones puntuales si vendes enterprise
Canales de adquisiciónEn software enterprise empaquetado, pujar por búsquedas populares de soluciones puntuales baratas desperdicia presupuesto y satura al equipo de ventas con leads no calificados. Conviene excluir esas palabras clave y enfocar los esfuerzos en educar al mercado y crear conciencia de categoría.
wrong. Let's say you're an enterprise software company and your solution bundles whatever new technology that you have with a bunch of point solutions Some marketers might look at the high search volume for those point solutions traffic. Look at all these clicks. But those are not the customers you're looking for. Those searches belong to people looking for the cheap point solutions. you're selling enterprise software at a higher price point that does a lot more than just those things. need to first of all avoid those searches. Find what those keywords are. Find what those searches are and…
Escúchalo en el minuto 17:10
Estructura y duración de anuncios de video en YouTube para B2B
Mensaje y copywritingEn campañas B2B de YouTube, los anuncios deben durar entre 15 y 30 segundos y mostrar la marca y el logotipo en los primeros segundos, evitando explicaciones extensas de dos minutos para prevenir el abandono de la audiencia.
creative, keep your videos to 15 to 30 seconds and get your brand and logo into the first few seconds if at all possible. longer videos. Although B2B advertisers will come to us and say, "I've got this great two-minute explainer." That's obviously way too long. So, you got to cut those down. For
Escúchalo en el minuto 25:52
Mensaje y copywritingEn mercados con alta competencia de servicios similares (como desarrollo web o software), es fundamental acotar geografía, dispositivos o casos de uso y enfocar el copy del anuncio en la diferenciación específica para evitar pagar clics no cualificados y sobresalir frente a competidores genéricos.
only serving a certain geography. Maybe it's uh specific uh kind of devices or applications or use cases that you're really, you know, that you can niche down on a little bit so that you're you're not getting clicks from all the people who um you know aren't a good fit for your business. I would take those >> And one more thing I would add as well is differentiation. There are so many website developers and mobile app developers. So with those search ads, with your proper conversion tracking, with your niching down, I would spend a lot of time on your ad copy so that you'll stand out among…
Escúchalo en el minuto 35:12
Las mejores prácticas de PPC para B2C suelen fallar en B2B por diferencias de volumen y complejidad
Canales de adquisiciónAplicar directamente las mejores prácticas estándar de Google Ads diseñadas para B2C en cuentas B2B genera fracasos debido a tres factores estructurales: un público objetivo mucho más reducido con menor volumen de búsquedas, ofertas más complejas o categorías inexistentes que dificultan la búsqueda, y precios más altos con ciclos de venta largos que requieren la aprobación de múltiples tomadores de decisiones.
surprising about all of them. In every case, they had implemented best practices that almost always work in a BTOC situation, but in their B2B situation, these same practices were causing big problems. So what do I mean by B2B situation? First of all, your target market is smaller. So you're getting lower traffic to your ads. really small number of specific decision Second, in a B2B situation, your offerings are usually more complex. This clients. the market doesn't even know what to search for because the offering market. And third, what you're selling has higher prices and longer sales…
Escúchalo en el minuto 12:54
Medición del impacto indirecto mediante análisis antes/después en plataformas de anuncios
Medición y experimentosPara evaluar si canales de alcance como YouTube Ads impactan la conversión en campañas de búsqueda sin herramientas analíticas avanzadas, basta con comparar la evolución del costo por lead antes, durante y después del encendido/apagado de la campaña.
you were sharing how the impact of YouTube may not be in the YouTube campaign itself, but it's somewhere else in the search campaign. So, can you talk >> Yeah. Yeah. It's really quite simple. Just look at your how your cost per leads were before you launch video just in the platform and then look at how it how it was afterward. That's actually Uh it was just taking platform data and significant. It's not perfect and we just have to kind of take the wins. And especially with the one client when we turned it off and it the cost per lead went way up and we turned it back on and it went back down…
Escúchalo en el minuto 32:02
Evaluación del efecto halo de YouTube en campañas de búsqueda
Medición y experimentosEl rendimiento de YouTube en B2B no debe medirse solo por conversiones directas atribuibles, sino evaluando el efecto halo mediante la comparación del rendimiento antes y después, y verificando si redujo el costo por lead en las campañas de búsqueda.
These campaigns pay for themselves via lower search cost per lead. So, don't So, takeaways, don't measure YouTube success by direct conversions alone. Uh if you look at just again that line of of conversions attributed to the campaign, you're going to say it doesn't work. But you need to look at the halo effect on your search campaigns. Look at a before and after and see how performance changed once you launched video. We have seen this with almost
Escúchalo en el minuto 26:38
Canales de adquisiciónLas campañas de video en YouTube rara vez producen conversiones directas atribuidas en B2B, pero educan a los prospectos antes de que busquen, lo que mejora significativamente el CTR, la tasa de conversión y el costo por lead en las campañas de búsqueda.
So, YouTube for B2B is kind of a convert." And that's really true. YouTube campaigns are rarely going to convert directly for B2B. You're not going to see conversions attributed to those campaigns or or very many of them anyway. However, it does have a powerful influence on lead generation and I'm improved the performance. It can build awareness and understanding before the they performed a search. It can improve your search metrics. This happened with all of the campaigns that we tested. click-through rate, cost per click, conversion rates improved, and it's
Escúchalo en el minuto 20:17
Medición y experimentosAl pausar campañas de YouTube por falta de conversiones directas en un negocio B2B, el costo por lead de sus campañas de marca en búsqueda se encareció un 47%; al reactivar el video y sumar una campaña de Demand Gen, el CPL no solo se recuperó sino que cayó un 47% por debajo del punto de partida inicial.
They ran it for five months. They didn't get any conversions from the YouTube and paused the video campaigns. When we did that, the cost per lead on their brand campaigns went up by 47%. And at happens. And lo and behold cost per lead immediately went back to where it was before when video was running. And so we said all right let's double down. Let's run a demand genen campaign in addition to the video campaign. And so we launched demand genen and cost per lead dropped another 47% below their original baseline. So in this example, the video
Escúchalo en el minuto 22:42
Riesgo de importar campañas completas de Google Ads a Microsoft Ads
Canales de adquisiciónNo se debe replicar o importar ciegamente la configuración de Google Ads en Microsoft Ads, ya que la plataforma cuenta con menor volumen de datos y una base de usuarios con comportamientos diferentes.
>> I think the first thing is is the one that I would stress that you don't do is I mentioned it during my talk is is not to import everything that you've got from Google. It it works as a independent platform. um the users are very different to the users on Google and you've obviously got much less data points. So if you've got campaigns that
Escúchalo en el minuto 29:40
El A/B testing tradicional fracasa en campañas B2B debido al bajo volumen de tráfico
Medición y experimentosIntentar ejecutar pruebas A/B esperando significancia estadística en campañas de Google Ads B2B suele paralizar la optimización durante meses sin arrojar resultados útiles, debido a que el bajo volumen de clics y conversiones inherente al sector impide alcanzar una muestra suficiente en plazos razonables.
fail. The first best practice we'll look at is AB testing. My first Google Ads reasons um they had spent months running AB tests in their campaigns, waiting for statistical significance, waiting for the test to finish, but they had nothing to show for it because not enough
Escúchalo en el minuto 14:20
Canales de adquisiciónMicrosoft Advertising ofrece ventajas específicas que no existen en Google, como la segmentación de audiencias basada en perfiles de LinkedIn, el remarketing por impresiones y un Performance Max que sí respeta estrictamente las exclusiones de marca negativa.
things that I will say about Microsoft's performance max, if you are protective of your brand and you've got brand stuff in there to protect any performance max spend on brand, so you put got your negatives in there much differently to to Google. Microsoft will actually protect your brand. It respects it. It won't go shopping in in auctions for your brand. And you can see that in the that's Microsoft only is impressionbased remarketing. So you can get access to people that have previously looked or seen one of your ads but maybe shopped with somebody else or gives you an idea that they're in…
Escúchalo en el minuto 8:18
Migración escalonada y paciente de campañas de Google Ads a Microsoft Ads
Canales de adquisiciónAl expandir campañas de Google Ads a Microsoft Ads, es recomendable empezar pequeño transfiriendo solo las campañas con mayor volumen de conversiones, asignarles suficiente presupuesto y darles tiempo para optimizarse según las particularidades de la plataforma.
in terms of what to do to start, I would really start small. Start with something that that you feel is gonna it's going to work well. Any campaigns that you've got that are bringing in the most amount conversions as possible on Google, bring those across to to Microsoft and start really small and put as much budget as you can into that and just give it time. Just give it time really. It will work eventually. It just takes a bit of tinkering and a bit of platform specific work rather than just taking what you've done on on Google before.
Escúchalo en el minuto 30:17
Asignación presupuestaria mínima para probar video en B2B
Canales de adquisiciónNo es necesario contar con grandes presupuestos de 10.000 a 20.000 USD al mes para ejecutar video en B2B: destinar menos del 5% del presupuesto total de medios (o alrededor de 500 USD al mes en anunciantes locales) es suficiente para generar un impacto medible en las conversiones de búsqueda.
budget friendly. So, in both of these examples, we spent less than 5% of their total budget on video. It used to be you had to spend $10 to $20,000 a month on video campaigns, and I think at one point that was actually a required minimum. That's no longer the case. So, don't. um with a local advertiser, we only spent about $500 a month on video and it was definitely worth doing.
Escúchalo en el minuto 24:23
Canales de adquisiciónEn comercio electrónico B2B, Microsoft Advertising puede lograr un ROAS 46% superior a Google Ads con un gasto 48% menor, impulsado por un ticket promedio (AOV) 50% más alto y una generación similar de llamadas y formularios.
Google just generating 23% more revenue than Microsoft for us. But Microsoft spends 48% lower than than we spend on Google which has generated a 46% higher rorowass on our Microsoft platform mainly down to a 50% higher average order value. And most interestingly, calls and form submissions remain relatively stable across both platforms. reduced spend across Microsoft. And it also shows that Microsoft is a much more efficient platform in our in our
Escúchalo en el minuto 2:55
Ventajas estructurales de Microsoft Advertising para captación B2B
Canales de adquisiciónMicrosoft Advertising ofrece una ventaja estratégica en B2B debido a una mayor presencia de perfiles de mayor edad con poder de decisión de compra, costos por clic (CPC) más bajos por menor competencia y una ejecución deficiente de los competidores que solo optimizan Google Ads.
Microsoft. Um, the main one and the one that is most talked about is in B2B will more often than not be targeting a slightly older demographic, a demographic that fits into a um, job titles where they've been promoted to make decisions. They've got purchasing power. Um, and that demographic is much more highly represented in Microsoft than it is on Google. Secondly, you'll often see less competition, so lower CPCs. But on that same point, you'll more frequently see if you have got competition on Microsoft, really poor execution. A lot of people will be really spending a lot of time on Google…
Escúchalo en el minuto 4:02
Uso de canales no transaccionales para audiencias de nicho con ciclos de compra largos
Canales de adquisiciónEn empresas con nichos muy específicos y ciclos de compra extensos (de hasta varios años), es adecuado usar la red de display, YouTube o anuncios sociales para generar conocimiento de marca y educar al mercado, en lugar de depender únicamente de la búsqueda para captar leads directos.
LinkedIn who says how realistic is it to expect leads for an incredibly niche audience from a company with up to a 4year buyer cycle. Chris says they've sort of resigned themselves to using Google Ads for branding and informative >> I think that's really right on the right track. said in the presentation, sometimes you just have to step outside of search and use the rest of the Google Ads platform and other platforms, um, you know, LinkedIn ads, Microsoft ads to find your audience where they are and let them know about you and let them know that you're there for them. You're there to solve…
Escúchalo en el minuto 30:57
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