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The 5th Annual Unofficial Google Marketing Live Tailgate

22 ideas de marketing sacadas de «The 5th Annual Unofficial Google Marketing Live Tailgate», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de…

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Comprueba que tus conversiones registran lo que crees que registran

Medición y experimentos

Lo primero que pide Dana, por delante de cualquier novedad, es verificar que cada conversion mide lo que crees. Los dos fallos que mas ve: contar el clic en el boton en vez del envio correcto del formulario, y usar la pagina de gracias, que la gente deja abierta y dispara una conversion cada vez que reabre el navegador. El metodo es casero y sirve en sitios de poco trafico: abre el informe en tiempo real, entra a tu…

to take advantage of whatever fancy doodads are coming in Google ads? Because I've heard you mention the Google tag, GA4 events, consent, server side. So like of all the things, you know, what should folks focus on? Yeah. I would say the number one thing that I would love for people to focus on is, is really just make sure that what you're recording is really what you think it is recording. So often what I see, and this is in particular, if you're working with a PPC agency, and some of you are lovely PPC agent people, and some of you don't know that you can make an event based on a form fill…

Escúchalo en el minuto 37:52

Una IA de analitica sin capa de contexto da respuestas correctas e inutiles

Medición y experimentos

Dana insiste en que no se puede soltar a una IA sobre los datos y preguntarle que insights hay: no conoce tu negocio, tus ciclos de venta, quienes son tus clientes ni que es bueno o malo para ti. Hace falta darle esa capa de contexto, con instrucciones y memoria por propiedad y aprovechando cosas que ya existen como las anotaciones, que casi nadie usa. Su ejemplo de lo que pasa sin contexto: pregunto a la…

Women in Tech SEO Portland talking about using AI to analyze analytics data. And I talked about how you cannot let the analytics just go hog wild. You can't be like, hey, what insights are there? Because it doesn't know. It doesn't know your business. It doesn't know your sales cycles. It doesn't know what's good or bad. It doesn't know who your customers are. Like you have to provide that context layer for the AI in order to understand this. And there is no way I like, where they're doing it. The idea is good to be able to ask questions of it. The implementation is horrible. And all they…

Escúchalo en el minuto 14:33

Journey aware bidding: pujar mirando el recorrido y no solo el formulario

Canales de adquisición

Jyll lo explica con un caso de climatizacion: registras formularios y llamadas, pero ni todos los formularios ni todas las llamadas valen, y quizas solo un 20% acaba en cliente, algo que Google no sabe. El primer paso es el seguimiento de conversiones offline, para decirle cuales de esos leads se calificaron y cuales se convirtieron en clientes. Despues le dices cual es tu objetivo final —el cliente— y le dejas…

at Google Marketing Live this year. But what we are seeing actually, speaking of this, is journey aware bidding, which is like the single thing I have been looking forward to since they first mentioned it, I think leads back in the fall. And it is coming now. And I'm fortunate that I got to be part of the announcement. But this directly addresses what you're both talking about here is like most HVAC businesses, you know, are not the even personal injury layers are not feeding conversion values back or by the time they have conversion value, it could be months or years after the initial ad…

Escúchalo en el minuto 21:02

El informe de terminos de busqueda de PMax sirve para comparar campanas cara a cara

Canales de adquisición

Google ha puesto el foco en el informe por canal de Performance Max —saber si esta sirviendo en display, YouTube o busqueda— y Jyll reconoce que es util, pero dice que en el ultimo ano le ha resultado mas util el informe de terminos de busqueda: le permite comparar directamente PMax contra shopping o PMax contra busqueda y entender de verdad que esta comprando en cada uno.

Yeah. But now, I mean, speaking of search terms, like we have full search term reporting in PMAX now, which, you know, Google is very big on sharing the channel reporting, which I agree knowing if PMAX is on display or YouTube or search too beneficial. But I found the search term reporting in PMAX to be even more useful over the last year because I can now see like head to head PMAX versus shopping or PMAX versus search and like really understand what I'm buying. So the transparency, it's interesting. Like I didn't think Google would ever do that,

Escúchalo en el minuto 9:35

Medio negocio de una agencia de analitica es arreglar consentimientos mal montados

Medición y experimentos

Dana cuenta que la mitad de su trabajo consiste en reparar configuraciones de consentimiento: gente que pone el banner y no hace nada con lo que el usuario pulsa, hasta el punto de que rechazar todo acaba enviando un evento de conversion a Google Ads. Y senala un cambio reciente que empeora la situacion: el ajuste de almacenamiento publicitario, que antes existia por separado en Google Ads, se elimino de ahi y ahora…

I, yeah. And then they also have sent data to more destinations. So the other thing about sending data to destinations too, is that I feel like Google tries to be like, oh, don't look behind the curtain at this consent stuff. Just go ahead and send data to different destinations. Don't worry about it. And I think too, that they're, they're ignoring the fact that like in half of my business is fixing bad consent setups. So where people have a consent banner and don't realize you actually have to do something based on what people click on the consent banner. So you could say, reject everything…

Escúchalo en el minuto 36:10

Las herramientas dan por hecho que vendes ecommerce, y el lead gen paga el precio

Medición y experimentos

Dana no puede desactivar purchase como evento clave en GA4 aunque su cliente instale bombas de calor y nadie las compre por internet, y eso descoloca a cualquier IA que lea los datos. Amalia educa constantemente sobre lo mismo en anuncios: la puja por valor de conversion no sirve si no conectas el CRM y devuelves el valor, cosa que sus clientes pequenos no pueden hacer, y aun asi el sistema la ofrece. El caso…

there as that context layer and stop pretending that every site's an e-commerce site. Like, can we just talk about also just as a little bit, my little rant continuing on here, why can't I turn off purchase as a key event? Why? Why can't I turn off purchase as a key event? Why is that not a thing that's possible for me? And it drives me absolutely bananas. Like it's, you know, if you're a, I don't know, you do HVAC. Like people aren't buying a heat pump online. They're booking appointments. Why can't I turn off purchase? Right. So again, because purchase is set as a key event, even though…

Escúchalo en el minuto 15:53

No aprendas de la documentacion oficial sin verificarla

Estrategia y decisiones de negocio

Dana encontro instrucciones de Google directamente equivocadas: explicaban como crear un canal personalizado para IA en GA4 y omitian que si no lo reordenas no funciona; lo reporto y dijeron que lo arreglarian, pero nadie lo habia probado. Anade que la propiedad de prueba de GA4 del propio Google es un manual de como no montar una propiedad. Por eso Amalia, que da clase, manda a sus alumnos a fuentes concretas que…

But their documentation is also like out of date. Sometimes it's flat out wrong. Like they had one on making an AI custom channel in GA4, which irritated me because they could have just linked to my post, but I know Google doesn't link to anybody. But the instructions were wrong because they said, create the channel in GA4 done. Like, well, if you don't reorder it, it's still going to, it's not going to work. And so I messaged them and they're like, oh, okay, we're going to fix it. But like, did you not try it again? Like just, just try the thing. Actually, if you look at Google's test GA4…

Escúchalo en el minuto 29:17

YouTube no es un canal de respuesta directa, pero toda empresa deberia estar

Canales de adquisición

Jyll se declara convencida de Demand Gen y dice haberlo usado con muchos anunciantes pequenos con buen potencial; el problema es la medicion, porque intentamos medirlo igual que busqueda, shopping o PMax y no funciona asi, pero cuando Google propone conversiones por visualizacion al estilo de Meta, el sector tambien lo rechaza. Su postura es intermedia: YouTube no es un canal de rendimiento como los otros, pero…

Uh, demand gen and YouTube is a huge area for me. I'm really bullish on demand gen. I've run it with a lot of smaller advertisers this year, huge potential. The challenge is in the measurement and the attribution piece. And it's because the only way we know how to measure it is the same way we measure search shopping and Pmax. And it just doesn't work that way. But when Google now tries to introduce view through conversions and attribution like meta, we're all like, heck no, we don't want that either. So, uh, there is going to be a lot of innovation coming there. I think that's going to be…

Escúchalo en el minuto 42:50

Lo que la IA de Google escribe sola: conviertete en una inspeccion de viviendas

Mensaje y copywriting

Amalia recibio sugerencias de titulares que no habia pedido: ninguno relevante para la campana, varios pasados de caracteres, y para una empresa de inspeccion de viviendas el titular era conviertete en una inspeccion de viviendas. Jyll aporta el suyo: para un cliente que vende alcohol, AI Max genero como titular un bar con poca luz y botellas de whisky sobre la barra, que parece sacado del texto alternativo de una…

owners going to, and then ads advisor is interesting, because they made this strategic decision that it doesn't just use Google documentation, it searches the open web. So on the one hand, that should help it bring more relevant and recent data. But on the other hand, it has recommended stuff to me that I'm like, not only is this not Google's advice, like, this would not be my advice either. And this is objectively bad advice. And there's so much old stuff on the internet, right? Like, like, still, when you Google things about analytics, still surfaces stuff from universal analytics, like…

Escúchalo en el minuto 25:31

Transparencia si, control no: la opinion impopular sobre Performance Max

Canales de adquisición

Ahora que Performance Max da transparencia, la peticion del sector es que devuelva el control de canales. Jyll defiende lo contrario: si eliges los canales y los ajustas, eso ya no es Performance Max, son campanas de busqueda y de display separadas, que ya existen. Amalia, que en publico ha debatido con ella defendiendo el control, coincide aqui: la transparencia hacia falta y se agradece, pero con el control…

open up PMAX in that way, because then it's sort of like, what's the point? And now they have. And now, of course, people are asking, well, now that we have the transparency, give us the control. Let us choose what PMAX does. And in my opinion, which is an unpopular opinion, I'm like, no, please don't. Like literally, what would be the point of Performance Max if you're picking your channels and you're picking it like that's not Performance Max. We have search campaigns. You're just going back to the original at that point. Yeah, exactly. Exactly. But, you know, you can't help but notice that…

Escúchalo en el minuto 10:07

La IA sube el suelo a la media, y de ahi viene el trabajo de los expertos

Investigación de mercado y cliente

Jyll dice que su negocio de coaching va mejor que nunca y le da credito parcial a la IA: mas gente se lanza a Google Ads o gasta mas porque cree que ya puede hacerlo sola con una IA, no le funciona, vuelve a preguntarle a la IA quien puede ayudarle y ella aparece recomendada. Amalia calcula que alrededor del 60% de sus ingresos del ultimo ano viene de arreglar cosas que la IA estropeo: en una sesion de coaching del…

Dana, but for Molly and I, and like Google ads LinkedIn, everyone's like, here's the AI that can run your Google ads for you. Oh, Claude can run it for you. And Kirk Williams has been taught, he calls it the Claudette, where Claudette audits your Google ads account. And my perspective on this is like, I actually think this is why my coaching business is booming more than ever. And my theory is because more people are getting started with Google ads because they feel like they can now do it themselves with AI or spending more on Google ads. And then it's not working, but now they're stuck…

Escúchalo en el minuto 30:28

Google Tag y Google Tag Manager son cosas distintas, y por fin las juntan

Medición y experimentos

Una confusion que Dana lleva anos explicando: Google Tag Manager y la Google Tag son dos cosas diferentes, y la gente que ve la Google Tag dentro de GA4 cree que instalandola ya tiene todo resuelto. Google va a integrar las etiquetas dentro de Tag Manager para aclararlo, y ademas va a meter Tag Manager en la interfaz de Google Ads. Ella lo celebra por una molestia concreta: para conseguir una simple etiqueta de…

Yeah. I mean, I think there are some changes coming to Google Tag Manager. So one of the things that I've no, it's horrible. You know? So one of the things that they, they have been doing for a while that's super confusing is they have Google Tag Manager and then they have the Google Tag and they're two different things. And that is so hard to explain to people because they're like, oh, but I went into GA4 and I see this Google Tag, what is going on there? It's like, well, that's different from Google Tag Manager. You can't just install this and expect all these things to happen. And so now…

Escúchalo en el minuto 34:04

Data Manager: ningun cliente lo ha configurado por su cuenta

Medición y experimentos

Dana no ha visto a un solo cliente que configure el gestor de datos de Google Ads por si mismo: lo abren, se asustan y llaman a la agencia. El problema de fondo que describe es que Google es bueno enviando conexiones y malo recibiendolas: para mandar la salida de un formulario de leads de Google a Zapier y de ahi a un CRM de terceros hay que crear la conexion, volver a entrar, reconectarla y hasta fabricar un zap…

Yeah. I mean, the, ads that, ads sort of connection manager that was data manager. That's what it's called. I feel like it's almost there. It's, it's almost as helpful as I want it to be. But I think it is still confusing for clients. I, we haven't seen a single client yet who set it up themselves. They look at it and they nope out of it. And then they contact us, which is honestly fine. Please do. Like, I don't want you to mess this up. And it also doesn't work as well as I want it to. Google is good at sending connections. It's not so good at receiving connections. So for example, Zapier is…

Escúchalo en el minuto 12:16

Pedir transparencia sin pedir control, y empezar por los terminos ocultos

Canales de adquisición

Amalia formula su lista de deseos en dos palabras: salvaguardas y transparencia. Lo que mas quiere es ver los terminos de busqueda que hoy quedan escondidos bajo otros: si una campana tiene 23 conversiones y siete estan ocultas, que al menos le digan cuales funcionaron, aunque oculten las que no casaron bien. Como alternativa razonable, Jyll propone que den la tematica o la categoria del termino en vez del termino…

when it comes to product and delivery, I would love to see kind of two themes. I don't have like a specific wish, but safeguards and transparency are my two, like, I would love to see more transparency a la what they did with Pmax last year. Um, like the wish, wish upon a star that's never going to happen is I'd love transparency in the other search terms, uh, part of, but I, I, I'm not alone in that. I know. And I also know that that's like never going to happen or maybe it will. about it. Yeah. I would just love like if, if my campaign or account has, well, I guess campaign in this instance…

Escúchalo en el minuto 40:56

Google retiro la forma de rastrear los clics que venian de un AI Overview

Medición y experimentos

Durante algo menos de un ano se pudo medir cuando alguien llegaba a una web desde un AI Overview, porque aparecia una cadena de texto identificable en la URL. Google la elimino, asi que esa medicion ya no es posible. Dana lo lee como el patron de siempre, tanto en SEO como en anuncios: Google da y Google quita, igual que hizo con la concordancia exacta, que dejo de ser exacta. Quien dependa de ese dato necesita…

I don't know. And actually the other thing too, is that AI overviews just changed, I think, on the first, I think it was. So we used to be able to, on the measurement side of things, track if people clicked through to a website from an AI overview, because there would be this little string of texts that would show up in the URL. They've ditched that now. So now we can't track that anymore. I am so sad about it. I think we had it for just under a year. I put an RIP on my LinkedIn yesterday for it, but it's, I mean, I'm hoping there's another way to track it, but I am sad that Google feels like…

Escúchalo en el minuto 3:50

El producto se disena y se prueba con los veinte mayores anunciantes

Canales de adquisición

Jyll explica quien influye de verdad: mientras graban, los mejores clientes de Google estan reunidos con los responsables de producto; ella misma accede a esas reuniones no por gasto sino por su presencia publica en el sector. Son unos cientos de personas sobre un universo enorme de anunciantes, y el resto del feedback no llega, no porque no importe sino porque en dinero no hay comparacion. Amalia anade la…

And I wonder what the dollar value is of that business to Google, like do the big 10, 20 advertisers spend so much. And I could see it that like the hundreds of small, thousands of smaller advertisers just don't add up to that. So are they really serving their top 20%? Yes. Probably. As someone who has seen the numbers. Yes. It's not just about that though. It's that, but it's also, you know, the larger advertisers who spend the most money are also the ones who get to meet with the Google product managers. Like right now, as we're speaking, Google's best customers are getting to meet with the…

Escúchalo en el minuto 18:56

El fin de los tipos de campana: capas sobre un feed en vez de doce campanas

Canales de adquisición

La prediccion que Jyll repite desde el primer ano es que Google deje de organizar por tipos de campana y pase a capas. El feed de producto lo ejemplifica: nacio en shopping, luego se pudo adjuntar a display, despues a Demand Gen, despues a Performance Max, ahora admite videos, y con AI Max para shopping una campana de shopping puede servir anuncios de texto en busqueda a partir del feed. Display va por el mismo…

had actually since the first tailgate, and I feel like I see signs of it happening every year is breaking out of campaign types and having layers instead. So like the product feed, right? Started as a shopping campaign and then product feeds, you can attach to display campaigns that display products. You can attach them to demand gen to display your products. You can put them into performance max. We now have videos that can come into your product feed. So like the product feed itself. Oh, and now with AI max for shopping, uh, your shopping campaign can serve search text ads based on your…

Escúchalo en el minuto 43:50

El problema no es que la IA empiece tonta, es como se presenta el consejo

Canales de adquisición

Dana defiende a medias a la IA: nos fijamos en la inteligencia y olvidamos que es artificial, o sea que empieza practicamente tonta y necesita datos para aprender; Amalia la describe como un becario sobrado de confianza y falto de formacion. Lo que no aceptan es que la empresa que tiene Gemini, el buscador y anos indexando la web este tan abajo. Y la queja de fondo de Amalia es de posicionamiento: Google presenta…

Well, especially if I may defend the AI a little bit, like AI, we all focus on the I part and forget about the A part. I see like it's artificially intelligent, which means it starts practically dumb and needs a lot of data to learn and build up the intelligence. So all of these things stuff. I have an intern who was overconfident, undereducated. Like that's every AI, right? Like that's, that's, here I am. I totally know what I'm doing. They don't know what they're doing. That's, that's AI. And I accept that to a point. Like when you have Gemini and you have, you are Google and you have the…

Escúchalo en el minuto 28:22

Los anuncios en AI Overviews se anunciaron hace un ano y nadie los ve

Canales de adquisición

Ninguna de las tres profesionales ha visto nunca un anuncio dentro de un AI Overview o del modo IA en Canada, y Jyll hizo en Estados Unidos una bateria de busquedas elegidas para dispararlos sin conseguirlo. Los requisitos que Google comunico —usar Performance Max, shopping, concordancia amplia en busqueda o AI Max— no son un liston alto: casi cualquier anunciante cumple alguno. Sus hipotesis: que no funciono como…

would. And then ads and AI overviews and AI mode. So maybe I'll start there. Ads and AI overviews and AI mode were announced a year ago. I have never seen these in the wild in Canada. Have either of you seen any? No. Okay. I've seen a few screenshots online. So what do you think might be going on there? I don't know if it's people aren't using it or it's not a good match or like, I don't know why I'm not. And actually, I was recently in the States and I did a whole bunch of searches that I knew would trigger an AI overview, which probably had an ad and I still didn't see ads showing up there…

Escúchalo en el minuto 2:21

El etiquetado del anuncio se esta disolviendo, y a la gente normal no le importa

Investigación de mercado y cliente

Amalia muestra a sus alumnos la evolucion de diez anos: etiqueta negra de anuncio, luego verde, luego ninguna, luego patrocinado, y ahora un encabezado de resultados patrocinados bajo el que las piezas individuales no dicen que son anuncios; los estudiantes concluyen que ya parece todo publicidad. La prediccion de Jyll es que se dejen de etiquetar y solo se distingan por llevar o no identificador de clic. El…

why aren't people showing up? It's it's, or, you know, my personal conspiracy theory is that eventually ads aren't actually going to be labeled as such. You'll just have different links show up in AI mode and whatnot, and you won't know which one's paid or which one's not. You just click it though, because when we look at like, what is an ad and what isn't, it used to be that my slide deck very clearly had the like little black ad label and then the green ad label and then no ad label and then a sponsored label. And then now it's like sponsored results as a heading and everything underneath…

Escúchalo en el minuto 5:44

Quien empieza hoy lo tiene mas facil que el veterano

Estrategia y decisiones de negocio

Una tendencia que les parece clara: si empiezas hoy con Google Ads, tus dificultades son completamente distintas a las de quien lleva cinco o diez anos, y en varios sentidos menores. Dana lo dice de GA4 con todas las letras: si nunca aprendiste Universal Analytics lo vas a pasar mucho mejor, asi que lo mejor es hacer como si no supieras nada de lo anterior. El conocimiento antiguo estorba cuando la plataforma cambia…

Google moving more in that direction. And while the transition would be really difficult for folks like us, folks just coming into the platform, I think would make it a lot easier. And that's another big trend I see is like, if you're just starting Google ads today, your challenges are completely different than the challenges of those of us who've been doing this for five, 10 years for better. 100%. Yeah, it's like GA4, I tell people, if you never learned universal analytics, you're gonna have such an easier time in GA4. Like, just pretend you never learned anything in universal analytics,

Escúchalo en el minuto 45:39

Se premia lanzar cosas nuevas, no arreglar las que ya existen

Canales de adquisición

Dana senala lo que nunca ha entendido de Google: los incentivos internos premian sacar novedades en vez de reparar lo que ya esta roto, de ahi que se descontinuen productos o aparezca una funcion nueva que se parece mucho a una vieja. El ejemplo del dia: anuncian paneles e informes con Gemini dentro de Google Ads cuando ya tienen Looker Studio, que se supone que es su herramienta de informes, y asi acaban con otro…

you could do to make people's lives better. But again, it's not. And this is something I've never understood about Google in general. Like, I feel like Google incentivizes new things coming out, as opposed to fixing things that already exist. And I understand that Google's whole thing is like, we don't care about customer service. But the reality is like, please change this way of incentivizing so that you do fix things that are broken, as opposed to ditching stuff, or sunsetting things, or just, you know, surprise, we have this new feature, which is kind of like this old feature, but also…

Escúchalo en el minuto 23:30

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