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PPC Zone June 2026: Ahead of the Curve | Sponsored by Two Trees PPC, Usercentrics, Optmyzr

21 ideas de marketing sacadas de «PPC Zone June 2026: Ahead of the Curve | Sponsored by Two Trees PPC, Usercentrics, Optmyzr», de Jyll Saskin Gales |…

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Su plantilla de RSA: que fijar en cada posicion y que dejar suelto

Mensaje y copywriting

La estructura concreta que aplica: titular uno siempre fijado, con el nombre de marca si es campana de marca y con la palabra clave central del grupo de anuncios si no lo es, porque quiere que el termino buscado se vea en el anuncio. Titular dos opcional, pero ahi le gusta poner la llamada a la accion porque Google a veces corta el titular tres y el cliente tiene que saber que va a obtener. Titulares tres al quince…

So how do I structure my response to search ads? So for me, headline one, I always pin. So if that's in a brand campaign, I pin the brand name. If it's in a non-brand campaign, then depending on how I've structured the ad groups, I'll make that core, that keyword front and center and I'll pin that just because when I'm searching, I like that keyword to be seen in the ad. Headline two, I put down as optional, but I do like to put the CTA here just because we know that sometimes Google does cut off headline three. So I do think it's quite important to have that CTA visible so that, you know…

Escúchalo en el minuto 13:43

Donde ver a que audiencias esta llegando de verdad tu campana

Medición y experimentos

Dato concreto que dice que poca gente conoce: dentro de cualquier campana, en el menu de la izquierda, en Estadisticas e informes, al entrar en Estadisticas y bajar aparece un cuadro de estadisticas de audiencia que muestra exactamente a que audiencias se esta llegando, hayan estado o no en tu senal de audiencia. Antes era exclusivo de Performance Max y ahora tambien esta en busqueda, shopping y demand gen, y desde…

And one that's come in from Dev on LinkedIn is, in a PMAX campaign, can we see the audience based on performance? And so I just want to take a moment to answer this because this is something that I think a lot of folks don't realize about Performance Max. When you're in a Performance Max campaign or any campaign at all, if you go to Insights and Reports on the left-hand side and you click on Insights and you scroll down, there's actually an audience insights box. And it will show you exactly which audiences it's targeting, whether or not they were in your audience signal. And although this…

Escúchalo en el minuto 44:07

Como plantear con el cliente que el problema esta en ventas

Conversión

Su metodo cuando los leads parecen buenos y no cierran es empezar por datos, no por opiniones: revisa las grabaciones de las demos —cuenta que acababa de pasar de diez a quince con ayuda de IA—, detecta los problemas comunes y se los devuelve al equipo comercial, descubriendo que en la demo falta lo mismo que falta en los anuncios: confianza, resenas, por que somos distintos. Ademas, cuando firma objetivos…

That's very interesting. So I think data first, I always look at what's happening with, you know, those demos or those meeting books, depending on the industry. I actually did a project yesterday where I went through somewhere around 10 to 15 recording demos, of course, using AI. And we found out some common issues in all the demos, passed on their feedback to the sales team, like this is what is missing. What I have realized is in the end, we are selling to a human being. So all the analysis that we do that people need trust, like we need to have our reviews, we need to tell them what makes…

Escúchalo en el minuto 32:29

Tres senales de CRO sacadas de llamadas y resenas, no de opiniones

Conversión

Lo que el analisis le devolvio para ese cliente y que se convirtio en la lista de cambios: casi todas las llamadas empiezan preguntando por los honorarios, asi que la transparencia de precios que estaba enterrada al fondo de la pagina sube por encima del pliegue y ademas se prueba en el copy del anuncio; como llegaba interes tanto de propietarios como de inquilinos, el mensaje se neutraliza para hablarle a los dos…

So in this particular example for Simon, since we launched his test in February, we found that almost every call starts with a question about fees. So we're finding that we should probably raise the mention of his fees. The transparency he's got is kind of buried down low in the page. Raise that above the fold. But have a similar thing, possibly test within the ad copy. The second thing we found is that we probably need to neutralize our copy because we weren't pretty sure whether we're going to be dealing mainly with landlords or tenants. So given that we've seen interest from both sides, we…

Escúchalo en el minuto 7:10

Devolver a Google los datos del CRM para optimizar por ingreso cualificado

Medición y experimentos

Su recomendacion central es que el objetivo de optimizacion de PMax, de AI Max o de cualquier puja inteligente pase a ser la conversion cualificada por ingreso, y para eso hay que contarle a Google lo que pasa despues. No sirve que esa informacion se quede en el CRM: hay leads que no contestan nunca el telefono y prospectos que no agendan hoy pero caen en una secuencia de correo y agendan una o dos semanas despues…

What we need to change, especially as AI starts coming into our marketing roles, is how we move this data towards automation. Be it our BMAX campaigns, be it AIMAX, be it any of our smart biddings. The optimization objective completely needs to move towards revenue qualified optimization. Because the reality is we do not want Google to track all the leads as equal. There are leads that will never answer the call. There are prospects who might not book a meeting right now, but they get into the email sequence and might book a meeting one week or two weeks down the lane. A prospect will then…

Escúchalo en el minuto 22:21

Los cinco pasos que hay despues del formulario, y donde se detiene todo el mundo

Medición y experimentos

Sostiene que el punto ciego mayor de Google Ads no son las palabras clave ni la estrategia de puja ni PMax, sino lo que pasa despues de que se envia el formulario. Un lead no es ingreso, una reunion no es ingreso y a veces una reunion agendada no se le parece en nada. El recorrido real en B2B tiene cinco pasos: formulario enviado, reunion o demo agendada, reunion efectivamente celebrada, oportunidad creada y trato…

The missing layer is actually what happens when after the lead form is submitted. Because we all know now, like, a lead is not a revenue. A meeting is not a revenue. And sometimes, even a meeting booked is nowhere close to a revenue. The problem that I see Google Ads these days, mostly optimized for leads, cost per leads, conversion rate, and sometimes MQLs. So let's see what happens after the lead comes in for a B2B campaign. First step, a lead firm is submitted. Second, a meeting is booked. A demo is booked. Third step goes in the meeting actually being held with a sales rep. Fourth…

Escúchalo en el minuto 19:07

Vigilancia diaria de la subasta en vez de una auditoria puntual

Investigación de mercado y cliente

Su argumento de partida es que una auditoria de competencia es una foto fija, cuando la subasta de anuncios es una pelicula: las posiciones y los mensajes cambian dia a dia. Su montaje encadena tareas automaticas: cada dia raspar todos los anuncios de las palabras clave objetivo en la ubicacion objetivo para saber quien puja, en que orden y con que copy; seguir los enlaces a las paginas de destino, capturar pantalla…

Because what I found over time is that you can run an audit, like a competitor audit, market audit, whatever it is. But every time you do that, all you have is a sort of single point in time snapshot of the reality of, let's call it our universe. But really, when you think about the ads auction, it's more of a motion picture. But things are fluctuating quite a lot in some cases, day by day, week by week, month to month, et cetera. But what I realized is I could just sort of stack them to get something that does, let me go to a diagram, this. On a daily basis, scrape all the ads for my target…

Escúchalo en el minuto 4:42

La trampa de la reunion agendada: de 100 leads a 50, a 37, al cierre

Medición y experimentos

El ejemplo numerico que usa: entran cien leads en una semana, cincuenta agendan reunion y ese 50% de tasa de agendamiento parece fantastico, y ahi se detiene la mayoria. Pero no todos aparecen: unos cancelan, otros reprograman y otros desaparecen, asi que de esas cincuenta quedan unas treinta y siete u treinta y ocho celebradas. Si encima se aplica una tasa de cierre de referencia del 20 al 25% para una startup…

And this is what I call the meeting booking trap. One of the first metrics that anybody in an account will look at, what is the lead to meeting booked rate? For example, let's say 100 leads come in a week. Out of them, 50 book a meeting. That's like a 50% booking rate. And at first glance, it looks fantastic. But many marketers would stop right there. And that's a bigger missed opportunity. Instead, what we need to look at is the next step in the funnel. That's the meeting held rate. Out of those 50 meetings booked, not everybody shows up. Some cancel, some rescheduled, and some completely…

Escúchalo en el minuto 20:42

Un test se cierra con un ganador claro, y despues no te duermas

Medición y experimentos

Su disciplina de pruebas: no cierres un test sin un ganador claro, y da igual si gana A o B; si a los treinta dias no lo hay, extiendelo a sesenta, luego a noventa y asi. Y una vez que ganaste, no lo des por hecho: sigue probando angulos de mensaje distintos y revisa la agenda de pruebas cada trimestre para ver que funciono y que no, porque las cosas cambian y quedarse sentado sobre el rendimiento anterior es el…

Second, test, test and test again. You know, whenever you're doing an A-B testing, make sure you do have enough data to make that final decision on that clear winner. It doesn't matter if it's A or it doesn't matter if it's B, a clear winner is very important. And if you don't, expand it. So if you run a test for 30 days, expand it to 60 and again to 90 and so on. And number three, don't set and forget. You know, if you've done the test and pinning's won, you know, don't stop there. You know, test different messaging angles. But also, you know, things change every quarter. So it's really…

Escúchalo en el minuto 15:54

Revisar los terminos de busqueda cada semana ya no es la regla

Canales de adquisición

Solia predicar que un buen gestor revisa el informe de terminos de busqueda semanalmente y va anadiendo negativos sin parar, y cambio de postura. Con una campana recien arrancada, presupuesto pequeno y concordancia exacta, si conviene mirarlo seguido; pero pasados tres, cuatro o cinco meses con puja inteligente y seguimiento de conversiones bien montado no deberia hacer falta anadir muchos negativos, y si los…

And, yeah, something that's changed for me is I used to say as a Google Ads practitioner that you should, like, check your search terms report weekly, add negatives as needed, you know, ongoing. And I've really changed my perspective about that now. When a campaign is first getting started, especially if it's on a small budget with exact match, then, yes, check it regularly. But if a campaign has been live for, like, three, four, five months and you're using smart bidding and proper conversion tracking, then by that point you shouldn't really need to add many negatives. And I find if the…

Escúchalo en el minuto 42:55

Cuando fijar titulares deja de ser control y pasa a ser exceso

Mensaje y copywriting

Las razones legitimas para fijar: mantener visible el mensaje de marca, asegurar que una promocion concreta se vea siempre —si tienes una rebaja de verano y no la fijas, el cliente puede irse a un competidor que si la muestra— y que la llamada a la accion del anuncio coincida con la de la pagina de destino. El exceso aparece cuando reduce la experimentacion, alarga el ciclo de aprendizaje y limita las combinaciones…

So why do advertisers love pinning? We pin for good reasons. So it keeps core brand messages visible and ensures consistent identity across ads. So if you're working with a client and they have a certain message on their landing page and they want it on their ads, pinning allows that to happen. It gives key information and promotion offers visibility. So if you're running a summer sale, it's really important that this is pinned just because if a customer is looking for you and you don't have it pinned, potentially they could go to a competitor and you could be losing out on some profit. And…

Escúchalo en el minuto 11:04

El otro resultado: soltar todos los titulares tambien gano, incluso en B2B

Mensaje y copywriting

Frente al test del ponente anterior, que dio ganador a fijar, ella cuenta lo contrario: siempre habia controlado todos los titulares de las RSA porque queria mando sobre el copy, probo darle el control entero a Google y, mirando ingresos y ventas en vez de metricas de vanidad, gano el anuncio sin fijar. Le sorprendio sobre todo en B2B, donde el mensaje exacto suele importar mas que en B2C, y anade que le simplifico…

So something that Joe said, I have always been about controlling all my headlines in Google RSAs. I just like more control when it comes to copy. I did run a campaign where I gave all the control to Google. Somehow the ad strength is excellent because that's what Google wants to promote. But overall, when you look at the performance and, like, not just the vanity metrics, I always look at the revenue sales and XYZ, that ad is actually winning. So as much as I wanted to pass here, but then I was like, okay. And it's even easy, right, when you do not have to worry about the perfect combination…

Escúchalo en el minuto 41:23

Si los CPC solo suben, la eficiencia hay que sacarla del precio y del ticket

Oferta y precio

El punto que discute abiertamente con sus clientes: para muchos negocios Google es practicamente la unica fuente de leads y el costo por clic promedio va a seguir subiendo ano tras ano. De ahi que la palanca deje de ser solo la campana: hay que trabajar en equipo para mejorar el precio y encontrar la forma de subir el valor promedio del pedido, porque es lo que vuelve a hacer eficientes esas campanas.

And again, like the second thing I wanted, like I openly discussed with my clients is like somehow Google is our only option to get leads. Average CPCs are going to go up year over year. So we need to work as a team to maybe come up with better pricing. We need to find a way to increase our AOV to, you know, make these campaigns more efficient.

Escúchalo en el minuto 33:21

Cambio de opinion: arrancar campanas nuevas ya en puja inteligente

Canales de adquisición

Defendia que en campanas nuevas seguia siendo importante el CPC manual para no perder el control de cuanto se puja, sobre todo con clientes que temen que la puja automatica dispare el costo. Ahora se inclina por dejar que Google haga lo suyo desde el arranque, bajando el riesgo del test, porque siempre se puede volver atras o montar una prueba A/B. La anfitriona dice haber llegado al mismo campo, aclarando que es…

Personally, for me, I was kind of always the view that manuals still in the day, you know, where smart bidding is kind of is key. I was thinking that manual CBC is still important on new campaigns just to gain kind of control over, you know, what you want to bid. Because I know some clients I've worked with, you know, they don't want to bid, you know, a silly amount where smart bidding could push up. But I'm starting to lean forward to the kind of, OK, let Google have its time, lower the test. And you can always bring it back or do an AP test back. But, yeah, that's something I'm kind of…

Escúchalo en el minuto 36:34

Crear el escenario que no existia: cuatro anos y 54 ponentes nuevos

Marca y posicionamiento

Monto su evento en 2022 harta de ver las mismas caras y los mismos nombres en todos los escenarios del sector, y lo hizo sin haber llevado nunca un podcast ni eventos en linea y sin que nadie supiera quien era. Cuatro anos despues acumula 54 ponentes, para muchos de los cuales esa fue la primera vez que presentaban su experiencia en publico, y esos alumnos han acabado hablando en las conferencias grandes del sector…

And fun fact, yesterday was actually the four-year anniversary of PPC Zone. I created PPC Zone in 2022 to elevate new perspectives and insights in our industry. I was sick of seeing the same faces and the same names on every stage, and I decided kind of on a whim that I wanted to do something about it. Now, at that time, I had never run a podcast. I'd never run online events. None of you even knew who I was, okay? But I figured it out as I went, and now I'm proud to share that we've had more than 50 speakers in the zone with us over the last four years. For many of our speakers, including one…

Escúchalo en el minuto 0:18

Google Ads es un multiplicador, no un obrador de milagros

Oferta y precio

La frase con la que abrio su boletin: los anuncios multiplican lo que ya hay. Si el producto no es algo que la gente quiera especialmente, hay un limite claro a lo que la publicidad puede arreglar. Y al reves, cuenta el caso de un cliente suyo que invento un producto nuevo que se vende solisimo y le agradece el merito, cuando lo unico que hay que hacer ahi es subir el presupuesto y traer mas ventas. Funciona en las…

It's so true. Yesterday, my newsletter issue started with Google ads is a multiplier, not a miracle worker. And so sometimes a client just like may not be something people particularly want so much, you know, and there's only so much ads can do to solve that. But on the other hand, I have this, you know, coaching client I met with yesterday who invented a brand new product. And it's just flying off the virtual sell shelves. It's selling so well. And he's like, Jill, you're so amazing. And I'm like, thank you. But really, you're making it easy because you're selling something people really…

Escúchalo en el minuto 35:12

Puedes externalizar tu pensamiento, pero no tu comprension

Estrategia y decisiones de negocio

Viniendo del lado de la automatizacion, cuenta que se metio demasiado hondo en agujeros de IA y que ahora esta rechazando parte de esa ola. Su aviso practico: hay una pendiente resbaladiza donde delegas el pensar, y se nota en su propio trabajo, que cada vez consiste mas en leer la morralla generada por el agente de IA con el que el cliente analizo sus datos de Google Ads y tener que responder a eso. Su reaccion ha…

I did go quite deep into many automation and AI rabbit holes. Certainly for myself, but also contractually for some clients who have been asked for help with certain things. Something I found is maybe you can go a bit too deep in two ways. Second thing is you can develop some very powerful tools to help you with your work. But there is also along the line a temptation to start – look, you can outsource your thinking, but you can't outsource your understanding. That's a line I saw somewhere. And there's always this slippery slope somewhere where – I've got it with some clients nowadays where a…

Escúchalo en el minuto 38:13

Test de 60 dias: los anuncios fijados ganaron en una campana de marca

Medición y experimentos

En una campana de marca de un cliente de mejoras del hogar corrio durante sesenta dias anuncios fijados contra anuncios sin fijar. Los fijados se llevaron la mayoria del trafico, con mas clics, mas conversiones, mejor CTR, menor costo por clic y menor costo por conversion, alineado con lo que el cliente buscaba. Ante ese resultado pauso los no fijados y se dedico a probar angulos de mensaje dentro de la estrategia…

So what happened when I tested pinning versus non-pinning? So as you can see from this data set, this was from a home improvement client I worked with. I ran this test for 60 days and from a brand campaign. Whenever we do these type of tests, you know, data is always going to change based on the budget, the industry and the time and length you do it. So for me, it's really important that whenever you run it, you do have a clear winner just to make that data story and, you know, come up with a clear winner. So what did this data tell me? Pinned, it drove majority of the traffic. So it had more…

Escúchalo en el minuto 14:45

Ganaran los del mejor bucle de retroalimentacion, no los de la mejor campana

Medición y experimentos

Su cierre: el futuro del PPC pertenece a quien sepa cerrar la brecha entre marketing y ventas, y las empresas que ganen los proximos anos no seran las que tengan las mejores campanas sino las que tengan los mejores bucles de retroalimentacion. Lo formula asi: cada clic cuenta una historia, cada lead cuenta una mejor, pero solo un trato cerrado dice la verdad.

So to summarize, I think the future of PPC belongs to advertisers or marketers who can bridge the gap between marketing and sales. Companies that will win over the next few years won't necessarily have the best campaigns. They'll have the best feedback loops because I do believe every click tells a story. Every lead tells a better story. But only a close deal tells the truth, passing back this data to Google.

Escúchalo en el minuto 24:00

Veinte anos de oficio no garantizan saber hacerlo hoy

Estrategia y decisiones de negocio

Su observacion al comparar perfiles: quien entra nuevo al sector trae el conocimiento de automatizacion e IA y lo aplica sin prejuicios, mientras quien lleva mucho tiempo se formo cuando todo habia que hacerlo a mano y le cuesta muchisimo mas soltar ese control. De ahi la conclusion incomoda: que alguien lleve veinte anos haciendo Google Ads no significa que este mejor equipado para hacerlo ahora.

I think that's really relatable because you mentioned you're newer to the PPC industry. So you brought all this automation and AI know-how that you're kind of now putting in Google Ads into it. Whereas I think for folks who've been in the industry longer, you know, we came up in a time when we had to learn how to do everything manually. And so it's so much harder to let go of that control. And so we're in this time now where, like, everything is changing. And I think it's so interesting to just bring those different perspectives. You know, just because someone's been doing Google Ads for 20…

Escúchalo en el minuto 40:39

De cero consultas a 29 de 35 leads cotizando en tres meses

Canales de adquisición

El caso es un amigo suyo, perito colegiado que acababa de independizarse atendiendo a propietarios e inquilinos de inmuebles comerciales. En su primer intento con Google Ads se gasto mucho dinero y no consiguio ni una sola llamada ni un solo formulario. Tras aplicarle este metodo de reconocimiento continuo, reporta casi un cien por ciento de tasa de leads cotizables: de unos 35 leads en tres meses solo seis seguian…

He got in touch with me beginning of the year because he'd recently gone solo with his business. He's a chartered surveyor working with commercial real estate landlords and tenants, et cetera. And he wanted to grow his business. The challenge is he tried Google Ads, ended up spending a ton of money, and he did not get a single call, single phone fill. I gave him an honest assessment. The full package, I ran it for a small budget, B2B, my friend Simon, because this was his second attempt at doing Google Ads. He'd run it before, spent a lot of money, didn't get a single inquiry. But we've…

Escúchalo en el minuto 3:50

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