Marketero · Entrevistas
Strategies for Google Ads in 2025... that actually work
20 ideas de marketing sacadas de «Strategies for Google Ads in 2025... that actually work», de Aaron Young | Google Ads | Define Digital Academy. Sobre…
- 20 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 41 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 20 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 20 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.
Atribuir cotizaciones y ventas offline a campañas pagadas para auditar la eficacia comercial
Medición y experimentosPara medir el impacto real de la captación en Google Ads, se deben transferir los parámetros UTM de campaña al CRM para registrar el gasto junto con el valor total cotizado y las ventas finales cerradas. Este cruce permite diagnosticar objetivamente si un mal resultado proviene de la calidad del lead publicitario o de deficiencias en la tasa de cierre del equipo de ventas.
really want to be making an impact in lead generation for businesses you need to step away from the ad account and actually get businesses sales and quote data it's really important really dead important that if you do have this hyper segmented account it becomes millions of times easier to directly report and attribute actual offline sales and this isn't some like google click id thing it's actually just going we've got these campaigns and then when you get that lead that pushes into their crm or whatever it is the utm string will say it was from this campaign so then you can link it up then…
Escúchalo en el minuto 16:01
Configuración de Performance Max para generación de leads mediante valores por etapa del CRM
Canales de adquisiciónPara utilizar Performance Max en captación de leads sin canibalizar tráfico ni optimizar por registros basura, se deben aplicar tres reglas: 1) alimentar la campaña únicamente con conversiones cualificadas sincronizadas desde el CRM asignando valores nominales por etapa del pipeline (ej. lead calificado, presupuesto presentado, venta cerrada); 2) pujar exclusivamente por nuevos clientes; y 3) aplicar exclusiones de…
for this i do recommend that we import data back in and generally we'll do that through we've had some great success with hubspot also salesforce and zoho but if we do that we take away any other conversion actions and the only conversion actions that we have in that performance max campaign for lead gen are ones that has data feeding back in so we don't go form inquiries we just go once again this depends on the business some businesses we schedule it and we go we did one with salesforce where we went if the lead was a good quality lead but it didn't end to a quote but it was like the type…
Escúchalo en el minuto 26:27
Medición y experimentosDesglosar el retorno publicitario (ROAS o costo por adquisición) según la etapa del embudo (ToFu, MoFu, BoFu) en lugar de evaluar únicamente el promedio general del negocio evita interpretaciones erróneas cuando se destinan presupuestos a pruebas o prospección fría.
strategies are kind of like interwoving here because with different segmentations different stages of the funnel you can actually go okay the bottom part of the funnel with the segmentation we get this return on ad spend and not just return ad spend from e-commerce but lead generation and sales being sorry lead generation being quotes and sales and then you go look if we go more middle of the funnel with this different strategy we spent 10 grand and we made only 20 grand back and then the top of the funnel you can go look we spent 10 grand here we got no return but we do know it attributes to…
Escúchalo en el minuto 35:35
Estructuración de campañas en Google Ads según palancas operativas del negocio
Canales de adquisiciónLas campañas de Google Ads deben segmentarse a partir de las palancas operativas y comerciales del negocio (como presupuestos de franquicias, márgenes de beneficio, estacionalidad o contratos temporales de proveedores) en lugar de estructuras teóricas fijas. Esto permite activar, pausar o redistribuir presupuesto en segundos sin poner en riesgo el rendimiento general de la cuenta.
it's this is probably the biggest encouragement that i'd give to any google ads specialist is that rather than coming in with this is your strategy the first step is what's the business want then you come back and go the same wavelength there as i said i definitely i build it around levers so i like to talk to the for different locations it could be about profit margins for other businesses i've seen it it's got to do with one business we had where they had a three-month cycle where they renegotiate all their contracts so it makes sense to have campaigns built around their suppliers but for…
Escúchalo en el minuto 20:09
Estructurar cuentas de Google Ads en función de las líneas de negocio y prioridades estratégicas
Canales de adquisiciónLa estructura de campañas en Google Ads debe alinearse directamente con las líneas de servicio o producto del negocio y sus focos de rentabilidad o crecimiento. Para evitar que las campañas compitan o canibalicen tráfico entre sí, es indispensable segmentar por línea de negocio e implementar palabras clave negativas cruzadas.
theme i notice the bigger the account the more likelihood it's been mismanaged because it hasn't been structured properly when you structure it properly i never fear about results dropping because i know that a better structure within a short period of time the algorithm performs better but also the segmentation decisions the main thing is and this is just my opinion i do believe that the google ads account structure should reflect the business structure being yes if they've got different lines of business as in like you sell like insurance for example if you've got pet insurance and business…
Escúchalo en el minuto 15:35
Canales de adquisiciónSolo existen dos formas de escalar una cuenta de Google Ads: incrementar la cuota de impresiones de búsqueda en las palabras clave actuales o expandirse hacia tráfico y términos más fríos. La estrategia más económica y eficiente consiste en aumentar el presupuesto en la base del embudo hasta que el encarecimiento del CPC vuelva no rentable la cuota de impresiones (límites observados entre 35% y 70% según el nicho)…
remarketing campaigns and two we'll continue to increase the budget until increases in cpc make it unprofitable so what i mean by that is that increasing budget by 10 and our cpc jumps at to 15 or 20 the key metric i'm looking at there is my search impression share and what i'm looking at there is because for some niches we've been able to push it up to like 65 70 until cpc goes crazy but other niches and search keyword themes we even notice it at about 35 40 it just makes it makes it unprofitable what we then do from there is that we then start stepping up the funnel to colder traffic…
Escúchalo en el minuto 25:16
Canales de adquisiciónEstructurar la cuenta de Google Ads segmentando las campañas por líneas de negocio o temas específicos permite aislar qué funciona exactamente, facilitando la toma de decisiones rápidas de presupuesto y evitando el rendimiento decreciente que ocurre al agrupar todo en una sola campaña.
we get that and it comes from this strategy it comes from hyper segmentation of campaigns and the reason why i call it hyper segmentation is you're segmenting your google ads account the campaign structure most importantly the campaign structure based on the lines of business or the themes of and more and more you need to segment your data so not everything's being clumped in one place because similar with performance max if it all goes into one campaign yeah where do you actually have the let's scale this how are you going to know what part of it you're going to scale and you probably you…
Escúchalo en el minuto 11:35
Modelo de puntuación sobre 20 en publicidad digital: habilidad técnica y entendimiento del negocio
Canales de adquisiciónEl rendimiento publicitario depende de dos factores con igual peso: el dominio técnico de la plataforma (hasta 10 puntos) y la inteligencia de negocio (hasta 10 puntos). Un dueño de negocio con habilidades técnicas moderadas (6/10) pero pleno conocimiento comercial (10/10) suele superar a especialistas externos que no profundizan en cómo opera el negocio.
so i think just taking that time to ask really drive in because for me i've always had this core concept that google ads successful when two things happen you understand the business and you understand google ads because they don't take the time to find out what makes that business work and you need those two agency i'm like you don't need to because the biggest myth or the mind lie people tell themselves it's like oh i need someone who's 10 out of 10 at google ads for example but it's not a score out of 10 it's out of 20 which is how good are you at the skill set of google ads and then how…
Escúchalo en el minuto 37:09
Priorizar la captura de demanda existente antes de crear nueva demanda en adquisición pagada
Canales de adquisiciónLa inversión publicitaria debe estructurarse de abajo hacia arriba (bottom-up), capturando primero la intención de compra activa en la base del embudo mediante búsquedas directas. Intentar crear demanda e interrumpir a audiencias frías en la parte superior requiere presupuestos elevados y ciclos prolongados que no son viables para negocios con presupuestos limitados.
starting to have like definitely a holistic approach to it so some of those top of the funnel like i love that it's like bottom up because that is how it should be done anyone who ever goes from top down or even talks about the top at the start it's like talk about it that it's a potential maybe six to twelve months down the road but there's always enough down the bottom of the funnel now if there's not enough down at the bottom of the funnel that's probably also a red flag for that business because if you're trying to demand like sorry create demand for the business that's hard you want to…
Escúchalo en el minuto 32:18
Estrategia de embudo ascendente (bottom-up funnel) para validación en Google Ads
Canales de adquisiciónAl iniciar una cuenta de Google Ads, se debe comenzar capturando exclusivamente tráfico de alta intención (Search en generación de leads; Search y Shopping en ecommerce) durante los primeros 3 a 6 meses para validar palabras clave, creatividades y conversión en landing pages antes de expandir el gasto hacia canales de mayor prospección.
it's amazing yeah great thanks for that let's switch roles okay my strategy i've actually got a term for it and i call it the bottom up funnel what i'm essentially looking at with this is is that we start with high intent for a lead generation that would be search only for e-com that would be search and shopping and what we're looking at doing over the first anywhere between three three to six months we're trying to find out what are the best performing keywords what are the best performing ad assets are landing pages working and then from there we look to start going through and scaling and…
Escúchalo en el minuto 24:42
Alinear el objetivo de ROAS con el ciclo de recompra y el LTV
Medición y experimentosNo se debe evaluar el éxito de las campañas de adquisición únicamente con un ROAS alto si el negocio tiene un ciclo de recompra corto; aceptar un ROAS inicial más bajo permite captar mayor volumen y maximizar el valor de vida del cliente (LTV).
that's only 200 rowers that's not a good result not knowing that the reason why we've done that is strategically because that business they've got a six-week rebuying pattern yeah so it's all about lifetime value so why would we fight for a higher rowers when a lower rowers that's the sweet spot we've found where we've been able to hit the minimum standard but grow and that's that's just one thing as a side too is is that don't get thrown away by different metrics or vanity metrics
Escúchalo en el minuto 10:11
Canales de adquisiciónNombrar campañas y grupos de anuncios según el producto o servicio exacto permite identificar visualmente en segundos qué áreas necesitan optimización y cuáles no, reduciendo el tiempo de análisis operativo en la cuenta.
segmentation and naming that's why i say for people i hate it when i get into an account that's ad group one campaign two like name your campaigns use proper naming conventions purely just because for like you're naming what that campaign is about you know as a quick look great that product is working that service is working i don't need to touch that this service is not working this is where i focus so you want to have 10 campaigns but it's really only two campaigns that you need to optimize at the moment or look at the
Escúchalo en el minuto 14:11
Adquirir alfabetización técnica básica al delegar campañas en agencias
Canales de adquisiciónAl subcontratar la gestión publicitaria, el dueño del negocio debe mantener un entendimiento básico del funcionamiento de la plataforma para aportar la información estratégica necesaria y evaluar la calidad del especialista según las preguntas de negocio que formula, desestimando la búsqueda de 'trucos' o hacks técnicos aislados.
good test cases for why businesses would use an agency but the way that i still put it is that that business owner still needs to have an understanding of google ads so they can be feeding the right on learning about some different tax strategies tax mineralization cash flow yes so that when i'm going into that meeting i'm asking really really specific questions and then they're giving out of the conversation they need to take the time to learn google ads educate themselves so they can at least go on with some some real questions and unfortunately most agencies are not the specialists owner…
Escúchalo en el minuto 38:49
Aislamiento de términos de búsqueda dominantes en campañas exactas con cuota de impresiones
Canales de adquisiciónCuando un término de búsqueda específico genera la gran mayoría de las conversiones dentro de un segmento (por ejemplo, el 70% de los leads), conviene extraerlo a su propia campaña dedicada en concordancia exacta optimizando por cuota de impresiones (Impression Share) para maximizar su volumen y control de puja.
segment campaign out but then we noticed that one search term not even keyword but one search term made up about 70 of those leads in that hyper segmented campaign so we actually took out that one search term put it into its own campaign on exact match but we did it on maximize or like the top impression share because we knew when it had a top impression share or even just when it showed enough yeah this was the that was just a case where they literally double their leads in this line of business you could have
Escúchalo en el minuto 22:50
La automatización desplaza la ventaja en Google Ads de la táctica al pensamiento crítico
Canales de adquisiciónCon la automatización y la IA reduciendo el trabajo operativo dentro de Google Ads, el éxito ya no proviene de trucos o scripts complejos, sino del pensamiento crítico, la comprensión profunda del negocio y el análisis estratégico de datos.
few first principles or basic principles because as you mentioned with the change in the automation and the ai in google ads ultimately need to do less in google ads now but it's actually getting harder get that strategy but if you don't have the thinking process and the expertise behind it or knowing because there's less things you need to do which requires more thinking and critical thinking behind of thousands of dollars if you get beyond the google ads accounts and really understand the data and the step back and look at data and the strategy and like using critical thinking that's when…
Escúchalo en el minuto 8:41
Combinar anuncios de búsqueda dinámica con Performance Max para ampliar cobertura
Canales de adquisiciónPerformance Max tiende a estancarse al concentrarse en un único segmento o patrón de búsqueda; complementarlo con campañas de búsqueda dinámica (Dynamic Search Ads) ayuda a descubrir nuevas temáticas y términos de búsqueda que luego alimentan el algoritmo de PMax.
a peak and it falls away yes yeah it falls away because performance max will just hit one spot and that's why i find sometimes especially when you move up having a dynamic search as well works well yes it's finding new themes for us which yes performance max can feed off yeah and then
Escúchalo en el minuto 30:13
Aprovechar la velocidad de datos de cuentas grandes para validar tácticas en cuentas pequeñas
Medición y experimentosEl alto volumen de clics e impresiones en cuentas publicitarias grandes acelera la significancia estadística y permite descubrir patrones y estrategias efectivas mucho más rápido, los cuales luego pueden aplicarse con éxito a cuentas de menor presupuesto.
the benefit of running larger accounts is that it allows you to see extra data to see what's working so that you can then apply those to even smaller accounts so the one thing i want to stress is for both of us these strategies may have been worked out and figured out on larger accounts well for mine have such a big data pool to work with to analyze that if you get 100 clicks a day in a bigger account 20 clicks in a smaller account and a thousand clicks in a bigger account that data acceleration you get makes a significant difference plus the statistical significance of the data makes a big
Escúchalo en el minuto 5:33
ConversiónLas agencias exitosas logran captar clientes formulando preguntas estratégicas profundas en lugar de aplicar plantillas genéricas automatizadas; esto permite presentar propuestas adaptadas a la realidad del negocio que superan a la competencia.
reflect the business and i think any agencies because i've interviewed a couple of different agency owners as well and anyone that's done well one thing they have in common is that they know how to ask good questions and because if you can then ask so rather than just taking a set and forget template where you're actually saying you're asking the right questions and then you're delivering a this is a strategy that we've developed for you it's you're so far ahead with getting that client hey mate it's
Escúchalo en el minuto 40:17
La gestión de paid ads evoluciona hacia la consultoría de ventas y negocio
Estrategia y decisiones de negocioEstar en la primera línea de la publicidad de captación o ecommerce expone directamente al impacto real en el proceso de ventas, transformando al gestor de anuncios en un consultor comercial y de negocio guiado por datos y rentabilidad.
e-commerce and a lot of aaron as we were chatting before is a lot of business consulting now because when you are on the front lines of advertising being at lead generation or e-commerce you start to realize you're actually involved in sales and sales consulting and then you realize that that is the life or death of a lot of businesses and then you go into other rabbit holes with business owners and then you naturally start to see yourself becoming a business consultant without being like the cringe business consultant who just reads some random books and gives strategies but really aligned…
Escúchalo en el minuto 1:24
El rol estratégico del especialista en Google Ads ante el auge de la automatización
Canales de adquisiciónFrente a la creciente automatización en plataformas publicitarias, el valor diferencial del especialista radica en dominar los principios fundamentales del canal para traducir la visión y necesidades comerciales de la empresa en la configuración publicitaria.
influx of automation and all of those things and how is it going to affect the google ads specialist but i'm seeing especially for people who stay in it long enough and really get a core understanding of how google ads works because i'm finding similar scenarios with you as well is that there's actually a real need for business owners wanting to connect directly with people who understand this thing and can outwork the vision of their business and that's where yeah that's where that i guess probably
Escúchalo en el minuto 3:06
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.