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Stop Wasting Money on Google Ads [Our Audit Process]
14 ideas de marketing sacadas de «Stop Wasting Money on Google Ads [Our Audit Process]», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo…
- 14 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 29 min
- Publicada en 2025
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Depuración de seguimiento de conversiones y conciliación con ventas reales
Medición y experimentosPara evitar la inflación artificial de resultados en Google Ads, se deben configurar como acciones primarias solo los eventos finales de valor (como compras o leads únicos), eliminando duplicaciones en formularios o llamadas recurrentes, y contrastando siempre los datos reportados con las cifras reales de facturación del negocio.
usually starts with like your conversion tracking. So what conversions are you tracking? What's your count? So, if you've got like your your service based, you're tracking every single lead form submission that comes in from a thank you page. You might find that you're double tracking and inflating those numbers a little bit. >> Same for like phone calls. You know, it could be the same lead or even customer coming back to give you a call, but it's not their first time calling. So, you want to make sure you have that setting done correctly as well. And just generally, you know, does the…
Escúchalo en el minuto 2:25
Escalado presupuestario aislado por plataforma para medir impacto real
Medición y experimentosAl incrementar el presupuesto publicitario fuera de temporadas pico, aumenta el gasto en una sola plataforma a la vez (Google o Meta) y observa la respuesta en el back-end antes de escalar la otra, evitando así la imposibilidad de atribuir qué canal generó el crecimiento.
guess a very common mistake most business owners make is they say increase Google ads and Facebook ads by say $1,000 a month for both platforms at the same time important to have isolated sort experiments when it comes to your scaling as well. So just increase both level of test on just Google or test on just Facebook with the increase and see what your back end is uh increases. If you have noticed that back end increase, then great, budget's gone to good use. Now, let's bring Facebook up or Google up. But doing both at the same time, it makes it really hard to figure out which one of the two…
Escúchalo en el minuto 6:48
Configuración correcta de pujas para clientes inactivos (lapsed customers)
Canales de adquisiciónPara reactivar clientes desconectados en Google Ads mediante pujas más agresivas, define adecuadamente la audiencia como compradores inactivos (ej. sin compras en el último año) en lugar de incluir a 'todos los compradores', lo que convertiría erróneamente la estrategia en remarketing genérico.
about is your customer lifestyle optimizations. >> Have you got the right audience definitions for those? So last customers, for example, is a is a great one, which is where you just essentially bidding a little bit higher towards people that are disengaged. So they purchased from your brand before, but they have just gone a little bit cold. They haven't really purchased from you for maybe, you know, a year or something Google can bid a little bit more aggressively towards that person, get them back into that pipeline, but most people in most accounts that I've audited, they have this set to…
Escúchalo en el minuto 8:30
Canales de adquisiciónPara generar crecimiento real y captar usuarios que no conocen la marca, es imprescindible activar y definir los ajustes de adquisición de nuevos clientes en Google Ads; si no se le indica explícitamente al algoritmo, este priorizará pujar por audiencias templadas, marca y clientes existentes para inflar el ROAS general.
>> Exactly. And especially for me as a as a marketer if someone comes to me saying hey I want to increasing my new customer growth and then I can see that they've currently yeah they haven't really set up any customer acquisition settings. >> Um that right there to me is like hey you want new customers you just need to tell Google to go get new customers. If you don't tell Google then Google doesn't know. Um, yeah. So, that's just, >> exactly that they go up to say the 500 times roll which means more bidding on brand, more bidding on current customers, you might start scaling and then you'll…
Escúchalo en el minuto 11:12
Auditoría jerárquica de Google Ads: priorizar la estructura global sobre los datos granulares
Canales de adquisiciónAl auditar una cuenta de Google Ads, se debe comenzar evaluando las configuraciones a nivel de cuenta y la alineación con los objetivos del negocio antes de analizar métricas micro como CTR, palabras clave o grupos de recursos.
unfortunately, the biggest mistake that people look for is they really try to dive into the weeds, as we would say, and looking at conversion rates and looking at click-through ratios. And while these metrics are important, what is becoming increasingly more and more important in this new age of extra AI and extra automated learnings inside of any Google Ads campaign, you need to make sure that your structure and your accountwide settings are set correctly. And even larger than that, you need to take a further step back and really, really make sure that your account structure matches the…
Escúchalo en el minuto 0:25
Pregunta diagnóstica para evaluar la intencionalidad de la estructura en Google Ads
Canales de adquisiciónPedir al anunciante o equipo que justifique individualmente el motivo y objetivo de cada campaña activa permite diagnosticar de inmediato si existe una arquitectura estratégica o si se han creado campañas dispersas por seguir tendencias sin plan de negocio.
just going through like I found the great best leading question is, walk me through each campaign. you know, why do you have five campaigns and walk me through the reason for each one? And that starts to give you a lot of answers because they don't know and it's just they're just trying different things. know, that there's no strategy behind right, well, let's now set a new campaign structure which matches what you want to achieve as your business.
Escúchalo en el minuto 17:05
Diagnóstico de palabras clave con CTR atípicamente bajo frente a la media
Medición y experimentosNo es prioritario microoptimizar el CTR de cada palabra clave excepto cuando cae a niveles atípicamente bajos en comparación con el promedio de la cuenta o campaña; en la gran mayoría de casos, un CTR desplomado indica una falta de relevancia en el copy o tráfico irrelevante por concordancia amplia sin palabras clave negativas.
as well? My clickthrough rates, I don't care too much unless it's alarmingly low. I basically take my account level or the campaign level um average and I might say I've got a 7% clickthrough rate here. If I've got a keyword that has a 1% clickthrough rate, 90% of the time it's one, the ad copy doesn't resonate or two, it's probably like a broad match keyword and you haven't added negative keywords, >> so you're just showing up for any random thing. The alarmingly low stuff is like cool, like they they're outliers. Let's
Escúchalo en el minuto 19:16
Medición y experimentosLas plataformas publicitarias como Google y Meta tienden a contar dos veces las conversiones al hacerse remarketing mutuo; por ello, la métrica final de ingresos reales en el back-end (como Shopify) debe usarse como la referencia principal en lugar de sumar las cifras reportadas por cada plataforma.
channels you might see that your Google revenue is say $50,000 and then your Meta is also 50,000 but then your Shopify is $75,000 you're how what is because BM Max will heavily remarket Facebook and Facebook, you know, >> they'll both double, you know, sort of count those conversions. But especially >> just checking those numbers on the back end is it's always your Northstar of a anything in platform is more of an indicator than it is to tell you definitively this is how much you're
Escúchalo en el minuto 5:09
Peligro de evaluar tráfico frío y remarketing bajo un mismo umbral de ROAS o CPA
Medición y experimentosLas campañas dirigidas a audiencias frías tienen por definición un CPA más alto y menor ROAS inmediato que las de remarketing o marca; juzgarlas bajo las mismas metas y recortar su presupuesto destruye la entrada de demanda y reduce progresivamente el valor acumulado (LTV) del negocio.
you can then start breaking down the parameters of how your mark, you know, rather than just looking at we want to get a row of 500 across the whole account, it's you're breaking it into your new customers are going to be more expensive. And if you don't have that and understand the KPIs behind something like that, it's not going to be pretty in 90% of our situation at least. So understand that some campaigns are going to look amazing. You some campaigns might have like a $20 CPA, a 10x rorowass, and that's just kind of >> heavily remarketed. And then some campaigns might have like a $200 CPA…
Escúchalo en el minuto 12:16
Evaluación del impacto global al pausar o reducir campañas ineficientes en cuentas maduras
Medición y experimentosCuando una cuenta con 6 a 9 meses de historial muestra rendimientos decrecientes, es recomendable pausar o reducir a la mitad el presupuesto de las campañas con CPA fuera de objetivo y observar el impacto en las métricas globales del negocio (como ventas en Shopify o ROAS total) para verificar si realmente aportaban valor incremental o solo hacían remarketing.
them to go. And then I would usually make some fairly drastic changes. So completely. But if I see that there's a campaign that's just we've been struggling to get it over you under $100 cost per acquisition and most other accounts or most other campaigns are like 70 then I might look at that and say hey how about we either have the budget or we even just pause that >> and let's see how that affects everything whether it be your back end Shopify again if you're a smaller drop off for all other campaigns return on ad spend into old CPA and start to look at it at the bigger picture. So >> So…
Escúchalo en el minuto 27:15
Obsolescencia de las estructuras de grupos de anuncios de palabra clave única (SKAG)
Canales de adquisiciónLas estrategias heredadas basadas en grupos de anuncios de palabra clave única (SKAG) han dejado de ser efectivas en Google Ads; el enfoque actual debe centrarse en una organización y segmentación temática limpia donde el grupo de anuncios, las palabras clave y el copy mantengan coherencia lógica directa.
>> uh I think probably the biggest mistake here though is one following legacy strategies such as gags, so single keyword ad groups. They haven't worked for a very long time. They probably never will work again if we even have keywords in the future. Yeah. But just like do the keywords actually make sense to the ads as well or the ad copy. So to think it's just that something that's well organized and well structured will always be something that's had the
Escúchalo en el minuto 18:10
Dependencia absoluta de la landing page en anuncios de búsqueda frente a redes sociales
ConversiónA diferencia de las redes sociales, donde el contenido del anuncio puede educar y aportar valor antes del clic, en la publicidad de búsqueda de Google toda la carga persuasiva y la entrega de valor recaen exclusivamente en la página de aterrizaje.
when it comes to Google. You don't have the ability like Meta or social media where you can provide a little bit of value before someone gets to the landing page. you kind of have to provide all the landing page all the value on the landing page and just target the right people. But if your landing page sucks then unfortunately your results are probably going to suck too.
Escúchalo en el minuto 20:05
Umbrales de gasto publicitario como diagnóstico de producto en Google Ads
Medición y experimentosEn e-commerce, la mayoría de las marcas pueden escalar de forma rentable en Google Ads hasta unos 10.000 $ al mes por sí mismas. Si un negocio no logra superar los 5.000 $ mensuales con rentabilidad, el obstáculo rara vez es la segmentación técnica del anuncio y suele deberse a debilidades en la oferta, imágenes o propuesta de valor de la tienda.
spending? If there are brands that haven't been able to spend more than say $5,000 if you here in Australia just to keep it somewhat relevant. Um if they're not spending more than $5,000 a month, are, you know, spending less than that $5,000 a month and you're struggling to scale more profitably, I start to look what we discussed as well which is most brands can spend up to about $10,000 a month profitably After that, that's when you really need a bit of sort of
Escúchalo en el minuto 22:18
El valor del especialista en paid media radica en entender el impacto en el negocio, no en trucos técnicos
Canales de adquisiciónEl mayor valor de un especialista en Google Ads no proviene de conocer configuraciones ocultas o tácticas rebuscadas, sino de comprender la relación directa entre el comportamiento de las campañas publicitarias y la generación real de ingresos en el negocio.
Yeah. where a marketer can provide most value. It's not in understanding the best Google ad settings or, you know, coming up with the the best strategy that no one else has ever heard of. It's understanding how Google Ads reacts or your business reacts to Google Ads. >> How can you use Google Ads to generate more revenue if you understand that key relationship between the two, which is a marketer. Once you got that down path, then yeah, you're singing. you're doing
Escúchalo en el minuto 28:20
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