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Start BFCM Planning Now! [Google Ads for eCommerce]
16 ideas de marketing sacadas de «Start BFCM Planning Now! [Google Ads for eCommerce]», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo…
- 16 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 30 min
- Publicada en 2025
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Cronograma de preparación escalonada de campañas para temporada alta (Q4/BFCM)
Canales de adquisiciónEstructura la preparación para las ventas de fin de año en cuatro fases secuenciales: en mayo-junio realiza limpieza técnica, verificación de feeds y etiquetado completo de conversiones; en julio-agosto ejecuta sprints de prueba de creatividades y niveles moderados de oferta; en septiembre-octubre escala presupuesto para acumular listas de remarketing y calibrar ajustes de estacionalidad; y a inicios de noviembre…
May through June. That's your data cleanup. You don't want to, you just want to double check that data cleanup, feed health, super important and full conversion tagging. That's going to be May to June. July through August is where things get a little bit more fun. This is where I usually like to try doing creative or offer testings. But just start trialing how different levels of promotions affect audiences. Once we move into September, October, that's when you really got to put the pedal to the metal in terms of budgets. This is where you start scaling the budgets. You want to make sure…
Escúchalo en el minuto 27:41
Canales de adquisiciónDurante eventos de alta demanda como Black Friday, no modifiques ni desmontes las campañas 'always-on' que ya funcionan, para preservar la continuidad algorítmica y evitar caídas postemporada. En su lugar, aumenta presupuestos donde sea viable o crea campañas promocionales independientes y agresivas que se apagarán al finalizar el evento.
One of the things that we always say and we go back to is if it's working, you don't want to mess with it too much. And this is very, very relevant in Black Friday, Cyber Monday. You don't want to be taking everything out that's working and moving it somewhere else. It's, it becomes over-optimization. We end up hurting yourself more than helping yourself. So I tend to say, keep your core campaigns as they are for the most part for just algorithmic continuity, right? sort of you're always on in your promotional campaigns because you picked up a good thing there is that the last thing you want…
Escúchalo en el minuto 10:57
Canales de adquisiciónPara evitar que Performance Max canibalice la demanda existente o se limite al fondo del embudo, configúrala para que puje exclusivamente por clientes nuevos y añade exclusiones de marca; de este modo, PMax actúa en prospección y descubrimiento mientras que las campañas estándar de Search y Shopping capturan la conversión con mayor control.
And I still believe, like I still very, very much use performance max, but generally what I do with it is that I add a segmentation between my search and shopping and performance max. And the way that I do that is I make performance max when I start it to only bid on new customers, add in brand exclusions. And I find that's a good way of, it's stopping performance max from coming in. And that's why I know it's doing the job. It's performance max is going out there, finding the new potential customers. And then my search and shopping is coming through and cleaning it up.
Escúchalo en el minuto 17:53
Detección de rendimientos decrecientes mediante correlación de gasto, cuota de impresiones y conversión
Medición y experimentosPara identificar cuándo el incremento de inversión publicitaria deja de ser eficiente, se debe correlacionar semanalmente el aumento de gasto y cuota de impresiones (impression share y click share) con la tasa de conversión y el CPC; un estancamiento o caída en la tasa de conversión al elevar la cuota de impresiones frente al histórico indica que se ha alcanzado la saturación rentable de la audiencia.
You could look at maybe at a weekly time period and just see if we're getting this level of If you want to, if we're hitting this level of spend, what's the conversion rate at those different levels? Or when do CPC start going up? Um, impression share, how like top impression share in particular, click share. Even without all the Python stuff, we can just simply say when spend gets to these levels, how does that affect click through rate, conversion rate, most importantly, conversion rate, cost When we look at the same metrics last year, when we went up to a search impression share of say 57%…
Escúchalo en el minuto 23:17
Ajuste de presupuesto publicitario según cuota de impresiones e incrementos graduales
Canales de adquisiciónPara escalar presupuestos en campañas pagadas sin desestabilizar el algoritmo de puja, se recomienda aplicar aumentos semanales controlados de entre el 20% y el 30%. Asimismo, la agresividad del incremento debe evaluarse según la cuota de impresiones: una cuota baja (ej. 15%) permite aumentos más fuertes con menor riesgo, mientras que una cuota alta (ej. 60%) presenta rendimientos decrecientes y mayor riesgo de…
I mean, are you looking at like, there's people say, you know, don't increase budgets for more than 20%. And I say, okay, I just understand the risks and also understand it's going to rock the boat But I do try to maybe say the band of 20, 30% to try to be more cautious, especially if And I think it also comes down to what also the baseline metrics are. Like if you're, you know, if you're already at 60% impression share, you know, dumping a whole heap of money on that is quite risky. Whereas if you're at like 15% impression share, it's, it's not as risky to be more aggressive with your budget…
Escúchalo en el minuto 25:34
Uso de campañas suplementarias y reactivación de términos estacionales para eventos pico
Canales de adquisiciónPara escalar la inversión durante eventos de alta demanda como Black Friday sin sabotear la estructura base de la cuenta publicitaria, se debe conservar la estructura principal intacta y añadir campañas suplementarias (como Shopping estándar, Performance Max o Video), además de reactivar términos de búsqueda y productos altamente estacionales que permanecen pausados durante el resto del año por ineficiencia.
So you look at, you don't sabotage the current account structure. You keep that in place, but you may be adding in some extra campaigns, which could be standard shopping if you feel like you need some, some extra assurances there. Could even be performance max or video campaigns. So you're basically adding extra campaigns on there to increase this. Sort of, sort of to supplement what you have going. And then also don't, don't forget the, you know, some things you might turn off the rest of the year. Maybe they're holiday based products. They're very seasonal in that case, or it's keywords…
Escúchalo en el minuto 20:33
Canales de adquisiciónEn vísperas de picos comerciales como Black Friday, se deben estructurar las campañas agrupando productos por rangos de margen de beneficio real (margin buckets), impidiendo que los algoritmos de Smart Bidding concentren la mayor parte del presupuesto en artículos de bajo margen.
I tend to work with larger e-commerce brands that want to be utilizing margin. They want to integrate margin, cost gets sold. They want to be integrating lifetime value into their bids and into their budget allocations. So I'm basically going to be looking at quite a few things. One of those is going to be your buckets of margins. Because what I want to do leading up to it is decide, based on last year, last few years, Do margins shift around that time? Do we see that more often than not, smart bidding starts pushing a lot of spend under, behind low margin products? Well, that allows me to…
Escúchalo en el minuto 7:44
Canales de adquisiciónEn vísperas de picos comerciales como Black Friday, se deben estructurar las campañas agrupando productos por rangos de margen de beneficio real (margin buckets), impidiendo que los algoritmos de Smart Bidding concentren la mayor parte del presupuesto en artículos de bajo margen.
I tend to work with larger e-commerce brands that want to be utilizing margin. They want to integrate margin, cost gets sold. They want to be integrating lifetime value into their bids and into their budget allocations. So I'm basically going to be looking at quite a few things. One of those is going to be your buckets of margins. Because what I want to do leading up to it is decide, based on last year, last few years, Do margins shift around that time? Do we see that more often than not, smart bidding starts pushing a lot of spend under, behind low margin products? Well, that allows me to…
Escúchalo en el minuto 7:44
Planificar y testear campañas de Black Friday con meses de antelación para optimizar algoritmos e inventario
Canales de adquisiciónLanzar campañas y promociones de Black Friday a última hora perjudica el rendimiento publicitario por tres motivos: priva a los algoritmos de smart bidding de un periodo de aprendizaje, impide testear creatividades frente a competidores con anuncios ya validados y dificulta detectar con tiempo problemas de inventario o desaprobaciones de feeds de producto. Se recomienda estructurar la estrategia entre junio y julio…
And one of the biggest ones that's top of mind for me is waiting until November to actually start spinning up promos and feeds and things like that. So that's probably the biggest, most obvious mistake is assuming you should just wait to So one, you're not giving these algorithms, if you're assuming you're using some form of smart bidding in your platform, there's no learning runway. So you're just shocking the algorithm with, hey, I want some new stuff. Number two is going to be a creative shock, right? You haven't pressure tested any to copy the images, whatever it is, the feed promos, all…
Escúchalo en el minuto 1:38
Ajustar metas de ROAS estacionales según mix de producto, precios y demanda actual
Medición y experimentosFijar el objetivo o techo de ROAS para campañas de temporada alta basándose a ciegas en el rendimiento del año anterior es un error crítico si no se consideran las variaciones en el catálogo de productos, los cambios en precios, los giros en la demanda y las nuevas dinámicas de subasta.
So I see this as another big mistake. They go into November and we're kind of setting our... Let's say we're still thinking return on ad spend. They're setting their ROAS, as we like to call it, ceiling based on what happened last year. But we're not incorporating into that how our product mix has changed. Has pricing changed? Has demand, has markedly shifted for these products or these services you're offering in that time? You need to incorporate those things into the strategy. You don't just want to blindly compare last year to this year. You really want to be looking at what has changed…
Escúchalo en el minuto 5:01
Escalado gradual anticipado del presupuesto para mitigar rendimientos decrecientes
Medición y experimentosEl incremento presupuestario de cara a temporadas pico de ventas debe realizarse de forma progresiva meses antes (iniciando en agosto o septiembre) para modelar y anticipar el punto donde la inversión entra en ROI negativo o MER decreciente, en lugar de duplicar o triplicar el presupuesto de golpe en la fecha del evento.
At what point of additional spend are we going to run into diminishing returns? And that gives me a heads up to say, you know, usually around October, if we start ramping this up 20, 30%, we're going to start hitting negative ROI on these products. Well, in that case, right now we're at four. Let's start gradually moving that up starting in maybe September, late August. Again, depends on the markets can be a little bit nuanced, but you want to start gradually moving that up. I wouldn't just dump the budget into double or triple what it's going to be.
Escúchalo en el minuto 22:04
Canales de adquisiciónImplementar campañas de Standard Shopping como red de seguridad junto a Performance Max garantiza capturar el volumen de búsqueda que el algoritmo de Performance Max decide no pujar según su estrategia de puja.
With that said, there is a case to be made about creating separate standard shopping campaigns or maybe even performance max for incrementality lifts for some of those top products, right? As sort of a fallback. So let's say, for example, you have performance max as your top performing hero products. Well, if you don't have a standard shopping that's going to pick up the leftovers that performance max doesn't want to go after, it creates a nice insurance against that. So Google says, you know what, based on your bidding strategy for performance max, I don't think I want to, I don't think I…
Escúchalo en el minuto 11:24
Secuencia de escalado de campañas de Google Ads para ecommerce
Canales de adquisiciónAl estructurar una cuenta de ecommerce, comienza por las bases con Standard Shopping, Dynamic Search Ads (DSA) y búsqueda de marca. Al saturar estas fuentes, añade búsqueda genérica (non-branded) y finalmente introduce Performance Max para buscar volumen incremental.
So I always see them as levers, right? So in some cases, it's going to be the foundations, right? We're going to have standard shopping. We want to start there. Maybe some dynamic search ads. We'll obviously have some branded search if the brand is okay with that. And then as that is scaling up and we're finding some saturation, we might want to start layering in some sort of outbound search campaigns, some non-branded search campaigns. From there, when we're ready to scale, we're already seeing some issues with scaling incrementality. And maybe we want to start testing performance max to see…
Escúchalo en el minuto 14:06
Canales de adquisiciónLas cuentas con excesiva dependencia en Performance Max tienden a quedarse atrapadas en un rango cerrado de ROAS (incluso escalando a presupuestos de hasta 750.000 $/mes), porque las pujas algorítmicas solo operan con agresividad dentro de sus umbrales de confianza estadística y no ofrecen controles directos para empujar conversiones más allá de esos límites.
but if I, if ever I come across an e-commerce account, which is heavily swayed towards performance max, I find that it gets caught in a band of ROAS. And for some brands that band of ROAS could be 200 to 300, to 400, to 500. And it doesn't matter how much they spend, they can't break through that ROAS band. And I've seen an extreme case of staying in a ROAS band between 250, 250 to 350% and scaling up to $750,000 a month. And they can't break free of that ROAS. The problem with that is with its existing auction data and what it has, the signal data that it has, it's going to live within a…
Escúchalo en el minuto 16:16
Combinación de audiencias predictivas de GA4 con pujas para nuevos clientes
Canales de adquisiciónIntegrar señales de audiencias predictivas de GA4 con estrategias de puja para adquisición de nuevos clientes (new customer bidding) permite refinar la optimización algorítmica en cuentas con suficiente volumen de datos.
And I want to make sure that I'm also blending GA4. If you have it, GA4 predictive audiences. You'll sometimes get those. Sometimes you don't have a big enough account for it. And blending those predictive signals in with new customer bidding. I want to see how that starts affecting things. It's one of the things I'm most interested in because it's kind of two newish things in combination.
Escúchalo en el minuto 30:14
Diseñar ofertas de Black Friday coherentes con la identidad de marca más allá del simple descuento
Oferta y precioLas promociones de Black Friday no tienen por qué limitarse a descuentos agresivos de precio; la oferta comercial durante este periodo debe concebirse como una extensión de la narrativa e identidad de la marca, manteniendo la coherencia de posicionamiento.
But also to really strategy thinking about the offer and the types of offer that you want to do. Because Black Friday, Cyber Monday doesn't have to be just purely about discounts. You can do it in other ways. And you've got to really see to it in a way that fits your brand and your brand story. And that's a big thing that I'm talking with brands about as well, is that Black Friday, Cyber Monday, is it like your brand doesn't just change through that period? It's an extension. Yes, it may be supercharged, but it still needs to fit true to your story and who you are.
Escúchalo en el minuto 4:23
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