Marketero · Entrevistas
Stop Wasting 20% of Your Google Ads Budget (Ecom Audit)
14 ideas de marketing sacadas de «Stop Wasting 20% of Your Google Ads Budget (Ecom Audit)», de Aaron Young | Google Ads | Define Digital Academy. Sobre…
- 14 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 24 min
- Publicada en 2026
Ver la entrevista entera en YouTube
De qué habla
Las 14 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 14 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Canales de adquisiciónClasifica el catálogo de productos en cinco segmentos según su rendimiento respecto al KPI objetivo o 'índice' (over index, index, near index, under index y no index) durante una ventana de tiempo definida, permitiendo aislar y controlar la inversión publicitaria según el desempeño real de cada producto.
own Google ad account, you might've heard this before, which is a product labelizer strategy. The whole idea is that you're looking at individual product performance and you're identifying a performance label based on that individual product performance over a set period of time. So we define what our KPIs are, what sort of look back period we want to have. And then essentially this script will categorize that product into five different buckets as to So over here, we've got our five different performance buckets. So we've got near index, over index, index, no index, and then under index. And…
Escúchalo en el minuto 3:51
Canales de adquisiciónEn tiendas de comercio electrónico con gran volumen de productos o variantes, conviene utilizar herramientas dinámicas de etiquetado (como Product Labelizer) que clasifiquen automáticamente los productos en grupos según su rendimiento en tiempo real, aumentando el presupuesto para los artículos ganadores y recortándolo en los de bajo desempeño sin intervención manual constante.
Yeah. And it's actually kind of funny how many accounts that you audit. And once that theory is so simple, reduced spend on underperformers, increased spend on performers, it's very rarely sort of adopted And that's why we love using tools like the product labelizer, because it just gives it to you, gives it all of those products, especially when you're using a lot of different product variants like this store does. It summarizes all that data so that it takes a lot of time. So you can see it, But the whole idea behind this is it's very dynamic. So it's going to update your product buckets…
Escúchalo en el minuto 10:14
Canales de adquisiciónEn tiendas de comercio electrónico con gran volumen de productos o variantes, conviene utilizar herramientas dinámicas de etiquetado (como Product Labelizer) que clasifiquen automáticamente los productos en grupos según su rendimiento en tiempo real, aumentando el presupuesto para los artículos ganadores y recortándolo en los de bajo desempeño sin intervención manual constante.
Yeah. And it's actually kind of funny how many accounts that you audit. And once that theory is so simple, reduced spend on underperformers, increased spend on performers, it's very rarely sort of adopted And that's why we love using tools like the product labelizer, because it just gives it to you, gives it all of those products, especially when you're using a lot of different product variants like this store does. It summarizes all that data so that it takes a lot of time. So you can see it, But the whole idea behind this is it's very dynamic. So it's going to update your product buckets…
Escúchalo en el minuto 10:14
Segmentación de presupuesto en Google Ads según el historial de ROAS de los productos
Canales de adquisiciónEn campañas de e-commerce con catálogos extensos, la forma más rápida de elevar el ROAS global es excluir los productos con bajo rendimiento de las campañas principales de escalado y reasignar la mayor parte del presupuesto a los productos con historial probado por encima del objetivo (ej. 2X ROAS), dejando únicamente una asignación reducida para evaluar productos estacionales o en mala racha.
So what we really want to do here is we want to look at how can we push most of our budget towards these two here, the ones that consistently perform over a 2X RYS. How can we find how many more of how do we pull budget away from the products that just don't perform at all? So being under index. What we essentially want to do in the quickest, easiest fix here is you want to exclude these products from most of our targeting, especially from our scaling campaigns as well, the ones that have where you put in your budget. So 10% of the spend, this is just a note that I put in here. So 20% of the…
Escúchalo en el minuto 5:36
Canales de adquisiciónNo se deben mantener activas simultáneamente una campaña de Shopping estándar y una de Performance Max que apunten a los mismos productos con el mismo ROAS objetivo, ya que compiten internamente y disparan el CPC. Solo conviene combinarlas si Shopping tiene un ROAS objetivo significativamente más alto para capturar términos de búsqueda muy específicos y de conversión comprobada.
campaigns that are targeting the exact same products. So we've got the performance max right down here for the second campaign, we've got the iPhone case MagSafe. One is a shopping campaign. One is a PMAX campaign. They both have the exact same TROAS settings. So they're both set to 180% TROAS. Nothing different between the two. Yeah. So this is quite literally two campaigns that are products and competing with each other. So you want to reduce cannibalization. The simplest action point here, pause one. I would personally, I prefer PMAX. I think it's got where we have used Performance Max and…
Escúchalo en el minuto 15:51
Incluir identificadores GTIN en el feed para maximizar la relevancia en Google Ads
Canales de adquisiciónAportar los códigos GTIN de los productos en el feed de Google actúa como un diccionario inmediato para el algoritmo, mejorando automáticamente la visibilidad frente a términos de búsqueda y usuarios más relevantes. Lo ideal es automatizar su envío desde la plataforma de e-commerce (como Shopify) o usar un feed suplementario.
it's going to tell Google that immediately, which is all automatically going to put you in better options against more relevant terms, against more relevant people that are looking for specific things for use cases that are more relevant to the product. It's like accessing an immediate like iPhone cases, 90% of the time, they will absolutely have GTINs that you'll have to get from your manufacturers or suppliers, and you'll need to get that sent over. Or two is just this not provided essentially. So definitely want to get that in there. Probably like the most important thing for any e-com…
Escúchalo en el minuto 20:16
Canales de adquisiciónReducir el objetivo de ROAS objetivo (tROAS) en Google Ads puede provocar que el algoritmo puje de forma excesivamente agresiva en las mismas subastas, disparando el costo por clic (entre un 50% y 70% más) sin mejorar la posición ni la calidad del tráfico, lo que desploma el volumen total de clics obtenidos con el mismo presupuesto.
the yellow line is our average target ROAS. So we can see that in this week here, we had a slight decrease in our TROAS and their budget has remained around about the same. I haven't really made any budget allocations or anything that justifies this massive decrease in clicks being the blue line. So what's really happened here is they've had a decrease in target ROAS, but then the average cost per click has jumped up almost double, probably around 50% or 70% higher. And because of that, with the same budget, if we look at a rise in CPC, the same budget naturally have to have less clicks. So…
Escúchalo en el minuto 12:22
Consolidación de estructura publicitaria para alimentar el aprendizaje algorítmico
Canales de adquisiciónLa hipersegmentación de campañas fragmenta los datos necesarios para que el algoritmo de puja optimice el rendimiento; consolidar la estructura publicitaria concentra las señales de conversión en menos campañas, lo que mejora la toma de decisiones del Smart Bidding y facilita el escalado.
between these two campaigns as well. But the second benefit is by consolidating the campaigns, you get more data for each campaign. So you have different levels of learning. You've got your account level, campaign, ad group or asset group, and then ad level. And that's essentially the way that Google will look at which assets or which campaigns perform better and how to go about this bidding for each campaign. The more data points you can have for each campaign, the more benefit you're going to have. So over-segmentation or hyper-segmentation is going to always be a bit more of a holdback…
Escúchalo en el minuto 18:53
Canales de adquisiciónPara escalar el gasto en Google Ads en e-commerce sin sacrificar el ROAS, el factor que realmente mueve la aguja es la estructura de la cuenta y cómo se controla la distribución del presupuesto para cortar lo que no funciona y fondear lo rentable, por encima de optimizaciones menores de copy o títulos de producto.
minor tweaks that you need to look at. It's going to be looking at the overall structure. Anything that's going to be ROAS related, it's very rarely something to do with a product title or something like that. So it usually comes down to what's the general structure, where are we putting our spend in our budget in that account, and is it being spent well? So what I'll do, share the screen. it's really about getting your structure right. And when we talk about getting your structure, the way that we think about it is really making sure that you're getting Google spending the money where we…
Escúchalo en el minuto 1:53
Medición y experimentosEn una auditoría de cuenta de e-commerce, 1.500 productos clasificados por debajo del índice consumieron 9.000 $ en 90 días generando apenas 27 $ de ingresos; la simple exclusión de ese gasto improductivo aproxima la cuenta directamente al objetivo de rentabilidad de 2X ROAS sin requerir optimizaciones individuales de títulos o fichas.
So for these products, we've got 1.5K products. We've spent $9,000, I believe it was over the last 90 day period, and we've only generated $27 in return. So very much a negative for us. all of these things to try to make them work. But fundamentally, we just go over the last 90 days, what's that? 12 and 12 and a half grand has been spent for less than $30 return. So we go straight away glaring. If we just remove that spending and did nothing else, we'd probably already be at that benchmark of, I haven't worked at the exact mass, but we begin pretty close to that, that two rows that this…
Escúchalo en el minuto 6:03
Medición y experimentosAl auditar y optimizar cuentas publicitarias, la mayor ganancia rápida proviene de identificar los elementos que ya generan los mejores resultados e inyectarles más presupuesto, en lugar de concentrar el esfuerzo exclusivamente en intentar arreglar lo que no rinde.
which Brent spoke about at the start, is because a lot of the time is, especially in those green things, we look at a lot of the quick wins is find out what's working and then work out how we can put more money where we start currently seeing the best results. A lot of times when people are looking at auditing an account or improving performance, it's always about trying to fix what's going wrong. Now, we definitely want to fix what's going wrong, but it's also, don't forget that one of the quickest ways to see in performance is putting more money in the buckets or in the products or in the
Escúchalo en el minuto 9:38
Usar estrategias de puja de cartera en Standard Shopping para evaluar el ROAS objetivo promedio
Medición y experimentosPara campañas estándar de Google Shopping, se deben implementar estrategias de puja de cartera (Portfolio Bid Strategies), ya que permiten visualizar y comparar la métrica de ROAS objetivo promedio frente al impacto en impresiones y clics a nivel global, dato que no está visible individualmente en campañas estándar sin esta configuración.
But for standard shopping campaigns, you can't see your average target ROAS unless you're using a portfolio bid strategy, then you can go through there and you can find out what your adjustments are for your average target ROAS and how that's affected your impressions and XYZ. You can actually do a bit of a side-by-side comparison there. So this is the last point down here is to be sure, especially for any standard campaigns, you can only do this for standard campaigns, but make sure you use a portfolio bid strategy for your standard campaigns. A lot of benefits here is that you're not…
Escúchalo en el minuto 14:25
El GTIN como atributo crítico en el catálogo de productos de Google
Canales de adquisiciónEl GTIN (Global Trade Item Number) es el atributo de producto más determinante en los feeds de Google Shopping, ya que le permite al motor consultar su base de datos global para identificar de forma exacta el producto y sus especificaciones técnicas.
when we're ready to scale. Yeah, exactly right. This is probably the most important product attributes. Actually, it's not probably. It is the most important product attribute. It tells Google exactly what your product is. So Google follows a database of all these specific GTINs or global trade identification numbers, I think it's called, which is going to be looking at what is the product, what is the specification, what's essentially registered under here. So instead of you having to
Escúchalo en el minuto 19:48
Medición y experimentosSiempre que se realice un cambio en configuraciones de Smart Bidding (como ajustar el Target ROAS), se debe dejar correr la campaña de 2 a 3 semanas para analizar tanto el impacto a largo plazo en ingresos como en el CPC antes de decidir si aumentar más la puja o revertirla.
that extra money into the Performance Max campaign. Look at your target roles. Smart bidding is one of those things, whenever you edit anything with smart bidding, give it that two to three weeks, but then also start to have a look at that longer term view of what's happened. And look at the, not only the revenue, look at the CPC, and then you can make a decision as to whether you're turning in the right way. If you're turning in the right way, you may want to go the same way of increase the ROAS again, or you may want to keep it the same. If performance has gone back, revert that. And then
Escúchalo en el minuto 23:45
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.