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The BEST Google Ads Beginners Tutorial (Step By Step)
31 ideas de marketing sacadas de «The BEST Google Ads Beginners Tutorial (Step By Step)», de Ben Heath - Google Ads. Sobre todo de canales de adquisición…
- 31 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 1 h 00 min
- Publicada en 2024
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Priorizar pujas por conversiones o valor sobre pujas por clics en Google Ads
Canales de adquisiciónSe debe configurar la estrategia de puja en torno a conversiones o valor de conversión en lugar de clics. Optimizar por volumen de clics lleva a Google a pujar por palabras clave baratas pero de baja intención de compra, mientras que pujar por conversión prioriza términos con mayor intención comercial, aun si el costo por clic es más elevado.
and you're bidding against competitors. Now if for example you were to say to Google I want you to get many clicks as possible then what Google will do is they'll put more of your ads and they'll bid more on inexpensive keywords. Keywords that it's cheaper to put ads in front of people because that's going to get you more clicks right. If you can put your ads in front of people searching for keywords that are less valuable to other advertisers it might cost you 50 cents a click whereas putting your ads in front of people that are searching for keywords that are more valuable might cost you…
Escúchalo en el minuto 17:30
Usar valor de conversión cuando los productos o servicios tienen precios muy dispares
Canales de adquisiciónCuando un negocio ofrece servicios o productos con diferencias de precio significativas (por ejemplo, $500 frente a $10.000), se debe utilizar la puja por 'valor de conversión' en lugar de 'conversiones'. Si solo se optimiza por cantidad de conversiones, el algoritmo tenderá a buscar los leads más baratos del servicio de bajo costo, descuidando oportunidades de mayor retorno económico.
conversions or conversions value. Now the difference with conversions value is that not all conversions are created equal and equally valuable to your business. So let's say we're running a leads campaign and we have two different services and we could generate a lead for either one. So let's say service one costs $500 and service two costs $10,000. Well generating leads for service two is a lot more valuable to your business because you make a lot more money for each customer that goes ahead and becomes a lead for service two. Obviously you have to go and convert but you'd rather generate…
Escúchalo en el minuto 18:49
Canales de adquisiciónAl crear una campaña de búsqueda en Google Ads, se debe desmarcar la inclusión predeterminada en la red de display para concentrar el presupuesto exclusivamente en usuarios con intención activa de búsqueda.
and click next. Now by default even though we've created a search campaign Google will put your ads on the search network and the display network. I think for the same reasons as I discussed earlier we want to deselect the display network and have this only operate like a search network campaign. So your ads are only being put in front of people that are searching on Google or their search partners there for other places where ads can pop up but Google is going to be the most likely. Now Google is going to try and convince you to not do this like add in display you'll get more reach and stuff…
Escúchalo en el minuto 22:20
Ejecutar campañas de búsqueda antes de lanzar Performance Max para alimentar el algoritmo
Canales de adquisiciónEs recomendable iniciar primero con una campaña de búsqueda tradicional para registrar un historial de conversiones en la cuenta publicitaria antes de activar Performance Max. Dado que Performance Max depende en gran medida de la IA de Google, contar con datos previos sobre el perfil del cliente, momentos de conversión y patrones de interacción maximiza el rendimiento y reduce el desperdicio de presupuesto inicial.
can take advantage of shopping quite a lot and we can do that with Performance Max. We also tend to find that Performance Max performs better after we've had a search campaign up and running and generating conversions because Performance Max relies more heavily than any of the other campaign types on Google's AI and Google's systems to get you the best possible results because you're giving them so much flexibility. Well if Google has already got a bunch of conversions registered within your ad account and they know the type of person that converts, what type of day they convert, what type of…
Escúchalo en el minuto 15:03
Cerrar el bucle de datos vinculando analítica y seguimiento de conversiones a la plataforma publicitaria
Medición y experimentosConfigurar el seguimiento de eventos clave (como reservas o compras) mediante Google Analytics y vincularlo a Google Ads permite que el algoritmo de puja automatizada optimice la entrega hacia usuarios con mayor probabilidad de convertir, además de dar visibilidad al anunciante para tomar decisiones.
We've got one responsive search ad and we've got that as our budget. One thing that I would also like to re-mention at this stage is to highlight the importance of having that conversion tracking set up. The best way to do that is with Google Analytics. And I've got a separate video that shows you how to get that set up and then link Google Analytics to Google Ads to make sure that when a conversion, when that is triggered, when someone does take that action, Google knows about it. They can see it in the ad account. They can therefore optimise it, optimise for it, and we can see it in our…
Escúchalo en el minuto 57:05
Utilizar concordancia de frase para proteger el presupuesto frente a la concordancia amplia
Canales de adquisiciónIngresar palabras clave sin sintaxis específica en Google Ads activa la concordancia amplia por defecto y arriesga presupuesto en búsquedas no relacionadas; aplicar comillas para activar la concordancia de frase garantiza que el anuncio solo se active si la búsqueda contiene los términos exactos o variaciones muy cercanas.
Now, the first thing I need to mention is that these are broad match keywords. Now, even though we turned that setting off previously, these have still gone in as broad match because if you just put in a keyword like this, you know, Google advertising services without any grammar around it, I'll explain what that means in a second. And that goes in as broad match. We can run into those same issues that I've already described where we could have people searching for things that are not even that closely related to Google advertising services. And that's not going to get us customers, which…
Escúchalo en el minuto 34:11
Configurar múltiples métodos de pago en Google Ads para evitar suspensiones de cuenta
Canales de adquisiciónEs recomendable configurar más de un método de pago alternativo en Google Ads; si una tarjeta expira o falla en la facturación automática, las campañas se detienen y los cobros fallidos reiterados pueden provocar la suspensión o inhabilitación total de la cuenta publicitaria.
add in a bank account directly. We typically do recommend that you set up more than one payment method as well, because if, for example, you just put in a card and that card then expires and you forget about it, you can have failed payment attempts that Google tries to bill you for the ads and the cards expired. So it fails. Well, that can cause issues because if A, Google's going to turn your ads off, but also if you have enough of those failed payment attempts that can start to affect your ad account as a whole and Google could think, hang on a minute, they're trying to get away with free…
Escúchalo en el minuto 6:05
Fijar un presupuesto publicitario que duela perder pero no ponga en riesgo el negocio
Canales de adquisiciónEl punto óptimo para el presupuesto inicial en publicidad de pago es una cantidad que la empresa pueda permitirse perder sin comprometer su viabilidad, pero que duela lo suficiente como para mantener al equipo comprometido y activamente involucrado en optimizar la campaña.
there's this nice middle ground where you're like, we could afford to lose this, but it'd sting a little bit. I think that's the sweet spot because you're not going to get in trouble if it doesn't work out. But you're going to care enough to be invested and involved in trying to make this work. And that's obviously really important. If you can do that well, then you're likely to stay on the comfortable with. And it could be less or could be more. If you're a business that turns over If you're a business that has just gotten started and you're generating $1,000 a month, that's going to be a…
Escúchalo en el minuto 55:24
Optimizar campañas de Google Ads hacia ventas o clientes potenciales en vez de tráfico
Canales de adquisiciónAl configurar campañas en Google Ads, se debe elegir como objetivo conversiones de 'ventas' o 'clientes potenciales' (leads) en lugar de 'tráfico al sitio web', ya que el algoritmo de tráfico suele atraer usuarios con alta propensión al clic pero sin intención real de completar la conversión.
your campaign to get more of that thing. Google's AI, Google's delivery systems are very smart and very much able to tailor your campaign to help you achieve a specific outcome. So if you get this particularly beginners, are going to want to go with either sales or leads. Where a lot of Google advertisers go wrong is they go for website traffic and they think, well, I'll just send a and services and go on and become customers and leads and things like that. And it doesn't really work that way. If you select website traffic, Google is going to find people that are clickier, but don't…
Escúchalo en el minuto 10:17
Canales de adquisiciónAl configurar anuncios de búsqueda responsivos en Google Ads, las extensiones más críticas que se deben añadir primero son los enlaces de sitio (sitelinks) y los textos destacados (callouts). Aunque existen otros activos (precios, promociones, llamadas), sitelinks y callouts generan el mayor impacto directo en visibilidad y rendimiento.
description. And then we've got these three callouts added underneath. And again, if you add in more callouts, what Google will do is they'll test the various options. They'll do that with site links as well, by the way, they'll test the various options, see which produces the best results, and then optimize for that, which gets you the most leads or the most sales. And it's probably this video to be any more monstrous than it already is and more confusing. Adding in, I would say, site links and callouts are the most important at this stage anyway. Get those added in. This other stuff is more…
Escúchalo en el minuto 50:42
Canales de adquisiciónEn cuentas nuevas de Google Ads, es recomendable iniciar las campañas únicamente con una combinación de concordancia de frase y exacta, evitando la concordancia amplia. Comenzar de forma restrictiva y ultraespecífica previene el gasto innecesario en búsquedas sin intención comercial mientras el algoritmo carece de datos de conversión; si el volumen es bajo, resulta sencillo ampliar términos o relajar concordancias…
Now, what we want to do here, I think for beginners, is only start with a combination of phrase and exact You'll get a theme throughout this that to begin with, I want you to be as specific as possible because the more specific you are, the more likely the people that come through are to convert. And that means you're not wasting budget and you're more likely to get better results. So ad do a combination of phrase and exact match like I've done there. If in doubt, go more towards exact. You can always go really specific and then look to expand later. The only downside to being too specific…
Escúchalo en el minuto 36:07
Segmentar grupos de anuncios por servicio específico para maximizar relevancia
Canales de adquisiciónEn lugar de crear campañas genéricas que abarquen toda la oferta comercial, se debe aislar cada producto o servicio en un grupo de anuncios independiente para asegurar que las palabras clave y los copies estén perfectamente alineados con la búsqueda del usuario.
And that's more broad than I would typically recommend you get started with. I would zero in on one of your services, one of your products and you can always look to expand later on. So what I'm doing here is we are creating an ad group for our Google advertising services. Obviously you can create the name of this ad group up here to Google advertising services. We also offer Facebook advertising So an ad group is basically going to contain keywords and ads. And you can see how those things related to Google advertising services, then we also need ads that are closely related to Google…
Escúchalo en el minuto 32:45
Omitir el asistente guiado de campañas al crear una cuenta en Google Ads
Canales de adquisiciónAl configurar una cuenta nueva en Google Ads, se debe optar por crear la cuenta sin una campaña inicial en lugar de seguir el flujo asistido por defecto. Aunque el asistente automatizado facilita el inicio a principiantes, suele omitir o predefinir configuraciones críticas que restan control sobre la estructura y optimización adecuada de los anuncios.
to leave. Now, if we click next, Google is going to take us through a campaign creation process. And I don't want to do that yet. I'd rather get the ad account set up, and then I'll walk you through exactly how to create a campaign with all the various options, making sure we get it right. So I'm going to select this here, which is create an account without a campaign. And that skips that campaign creation process as we set up the ad account. Google do that because they try and make it easier for beginners to not only create an ad account, but then also have their first campaign created as…
Escúchalo en el minuto 3:47
Priorizar enlaces orientados a conversión en los sitelinks de Google Ads
Canales de adquisiciónAl configurar extensiones de enlaces de sitio (sitelinks) en campañas de búsqueda, se deben seleccionar páginas de alta intención de conversión como casos de estudio, páginas de contacto o páginas de servicio directo, descartando enlaces informativos de baja intención como blogs o páginas corporativas genéricas.
that make it bigger, give prospects more information, give people opportunities to navigate the ad easier. And we'll go through some of the specifics now. Now, these you definitely want to add in because otherwise your ad has just got headline, description, and then the display URL. And by adding in these extra assets, our ad's bigger, takes up more of the page, more likely to get the click, more likely to And then I'm going to select the ones that I really want to demonstrate. So like, I don't want to send people through to our blog if we're advertising for Google ad services, like that's…
Escúchalo en el minuto 47:23
Alinear la segmentación geográfica de anuncios a la capacidad real de entrega
Canales de adquisiciónLa segmentación por ubicación en campañas de búsqueda debe delimitarse estrictamente a las regiones o radios de distancia donde el negocio puede entregar su servicio o donde los clientes están dispuestos a desplazarse.
deselect that and go with search. Then we get into location targeting. Now you don't need to overthink this. Location targeting is very simply what I'd recommend you do is target the geographical areas where you can deliver your products or services. It's as simple as that. That might be one country, into advanced search and delete these out and let's say we had a local business and we obviously only wanted to advertise in a local area because either we travel to customers and there's only so far we're willing to go or customers need to travel to us. You know if you're like a gym or a…
Escúchalo en el minuto 22:54
Dirigir el tráfico de anuncios de búsqueda a páginas de destino específicas en vez de la home
ConversiónAl configurar la URL de destino en campañas de búsqueda, se debe evitar el enlace predeterminado a la página de inicio (homepage) y enviar el tráfico hacia una landing page alineada con el servicio o producto específico anunciado.
automatically based on our URL. So the first thing we've got here is final URL. Now, this is the destination that people are taken to after they click on your ad. So very important in a lot of cases not to just leave this as the default. They've just defaulted this as the homepage of the website because that's what we've entered as we've been going through the process. But there's a good chance you want to send people to a place that's more specific, a specific landing page.
Escúchalo en el minuto 39:57
Fijar titulares clave en anuncios responsivos de búsqueda para garantizar claridad
Mensaje y copywritingEn los anuncios responsivos de Google Ads, conviene fijar el titular que describe explícitamente el servicio u oferta en la primera posición; esto evita que las rotaciones automáticas combinen solo beneficios o llamadas a la acción ambiguas que dejen al usuario sin entender de qué trata el anuncio.
right? Because if we get ones like this, generate more conversions, average 30% improvement, those are definitely benefits that people are looking for with Google Ads services. But again, we kind of run into the same issue as with the automatic generated versions where they're like, is this for Google Ads or like what? So what you can do is because we've got Google Ads agency as one of our headlines is we can pin this. So if I click on this little pin icon and we can say to Google, look, out of the two or three headlines they use, and Google will use two or three headlines and you can see…
Escúchalo en el minuto 43:04
Medición y experimentosPara rentabilizar una campaña de anuncios en búsqueda se debe evitar el piloto automático y aplicar un ciclo continuo de optimización: revisar datos reales, pausar las palabras clave y anuncios con peor desempeño, y añadir nuevas variantes y términos similares a los que mejor convierten.
conversions as well. So what I recommend once you do that is keep an eye on the campaign. You don't just want to set it and forget it. Don't think I've created my Google ad campaign. I'm guaranteed to You want to be taking a look at the data. Once you start generating data, you want to take a look and see, okay, out of all these keywords that we're targeting, these ones are performing best. These ones aren't performing as well. You can pause the ones that are performing worse, and you could look to add in new keywords that are similar to the best performers and leverage that data to get…
Escúchalo en el minuto 58:06
Medición y experimentosPara rentabilizar una campaña de anuncios en búsqueda se debe evitar el piloto automático y aplicar un ciclo continuo de optimización: revisar datos reales, pausar las palabras clave y anuncios con peor desempeño, y añadir nuevas variantes y términos similares a los que mejor convierten.
conversions as well. So what I recommend once you do that is keep an eye on the campaign. You don't just want to set it and forget it. Don't think I've created my Google ad campaign. I'm guaranteed to You want to be taking a look at the data. Once you start generating data, you want to take a look and see, okay, out of all these keywords that we're targeting, these ones are performing best. These ones aren't performing as well. You can pause the ones that are performing worse, and you could look to add in new keywords that are similar to the best performers and leverage that data to get…
Escúchalo en el minuto 58:06
Canales de adquisiciónSe recomienda desactivar la opción de concordancia amplia predeterminada al configurar campañas de Google Ads para principiantes, ya que activa anuncios para búsquedas vagamente relacionadas o sin intención comercial (como tutoriales o ofertas de empleo), lo que malgasta el presupuesto en clics que no convierten.
miss out on all those potential customers. With broad match Google can get really quite broad and that can present issues. So yes they'll put your ads in front of people searching for Google advertising services but they might also put your ads in front of people that are searching for how to open a Google ad account or how to start a Google ads agency or even broader than that to be perfectly honest. Things that we wouldn't want to put our ads in front of. How to get a job as a Google advertiser. Stuff like that right. So I'm not a fan of using broad match particularly for beginners because…
Escúchalo en el minuto 27:22
Canales de adquisiciónRestringir los días y horarios de emisión de anuncios resulta crítico en negocios basados en leads para evitar pagar por contactos que no convertirán, mientras que en campañas de venta directa (ecommerce) es menos necesario porque los algoritmos optimizan directamente para la compra final continua.
things a bit more restrictive. Often this is really important because yes we want to generate as many leads as possible but what we really want to do is make sure that those leads are likely to convert because if you pay for a lead and it doesn't convert that's just a waste of money. With sales campaigns adding in an ad schedule is far less important. It might still be valuable and the evenings and the weekends that sort of thing. But because Google is optimizing for that end checkout you don't have to worry about the conversion from lead to customer as you do with the leads campaign. So…
Escúchalo en el minuto 30:26
Definir el presupuesto inicial de anuncios bajo el criterio de 'capital dispuesto a perder'
Medición y experimentosAl iniciar campañas en Google Ads, se debe presupuestar una cantidad que la empresa pueda permitirse perder sin comprometer sus finanzas, ya que las campañas iniciales u ofertas no probadas suelen requerir iteración antes de ser rentables. A la vez, el monto no debe ser tan insignificante que incite al descuido y abandono del monitoreo.
estimates. So what I'd recommend you do here when it comes to setting a budget is you want to spend an amount that you can afford to lose. And the reason why you want to do that is because your Google ad campaign may well not work from day one. Particularly if you're brand new to this and you don't have a highly developed Google ad skill, particularly if you're advertising something new that is not tried and tested, you don't know that the offer is going to land well with your target market yet, there's a decent chance it won't work. And you want to be prepared for that eventuality. So better…
Escúchalo en el minuto 54:29
Iniciar con campañas de búsqueda por intención antes de pasar a Performance Max
Canales de adquisiciónPara anunciantes principiantes, se recomienda iniciar en Google Ads con campañas de búsqueda (Search) debido a la alta intención activa de los usuarios que buscan resolver un problema específico, y expandirse a Performance Max solo después de consolidar la base.
Google ad campaign types and it's fantastic but it is a little bit more complicated and it's not where I'd recommend beginners start. I think beginners should start with search because that's the easiest to understand and there's intent. When you advertise to people that are searching for things closely related to products and services, they are interested. They want to solve a problem. They're actively looking for a solution. Getting those people to convert is a lot easier. So I'd recommend people start with search. It's quite easy to understand and then once they've got that up and running…
Escúchalo en el minuto 14:23
Las estimaciones de presupuesto y conversión de Google Ads son imprecisas en cuentas nuevas
Medición y experimentosLas recomendaciones y estimaciones de conversiones y costo por conversión que ofrece Google Ads en la fase de configuración son frecuentemente inexactas en cuentas nuevas sin historial; solo ganan precisión a medida que la cuenta madura y acumula datos reales de conversión.
And there is no perfect budget. It's going to massively depend on your business. Google is going to give recommendations. Do not feel like you have to use those recommendations by any means. They are going to give you estimates. Estimates on weekly conversions, how much is going to cost per conversion. These estimates are often very inaccurate, particularly with new Google ad accounts. With more mature ad accounts that have a lot of conversion data, these estimates get more and more accurate, which makes sense, right? Google has a better understanding of the results you're likely to produce…
Escúchalo en el minuto 53:54
Optimizar por volumen de conversiones cuando los leads tienen un valor homogéneo
Medición y experimentosSi un negocio captura un único tipo de lead con el mismo valor económico, es preferible optimizar la puja por volumen de conversiones estándar en lugar de complicar la configuración con valor de conversión.
conversion value because you want Google to optimize not just for as many sales as many as possible but the most valuable sales and most valuable leads. Hopefully that makes sense I know this can be a bit confusing. I'm going to go ahead and use conversions here because if we were running this for our business we'd only be advertising typically for the one outcome which is leads for our services and therefore there's no difference in value because there's only one lead type and if you're in that
Escúchalo en el minuto 20:05
Riesgos de utilizar sin editar los textos autogenerados en campañas de búsqueda
Mensaje y copywritingLos titulares y descripciones extraídos automáticamente por IA desde la web suelen generar combinaciones confusas, incoherentes o excesivamente genéricas que no comunican con precisión el servicio específico que se está promocionando en la campaña.
Often these are fine. I just feel like they could be better. So here's a perfect example, we've got 50 plus million spent on ads. And they've got ROAS advertising prices. ROAS advertising prices? Return on ad spend advertising prices? That doesn't make any sense. View our case studies, apply today. There's nothing to do with Google Ads about it. So it's like, view our case studies, apply today. Someone applying to work? Or this one, paid advertising agency, apply today. Are they applying to work for us? The ad's confusing. This is what I mean by the AI they're not fantastic. Extraordinary…
Escúchalo en el minuto 41:39
Usar extensiones de texto destacado para neutralizar malas experiencias con competidores
Canales de adquisiciónLas extensiones de texto destacado (callouts) deben aprovecharse para enfatizar beneficios clave y atacar directamente objeciones basadas en malas experiencias previas que los clientes hayan sufrido con competidores del sector.
ahead and add in some callouts. So callout assets is an opportunity to emphasize the benefits associated with your product services. It's just extra space to sell in kind of like a short, snappy format. you know, this is one of the headlines was average 30% improvement. We know that that's really important. So we could add something in like an agency that cares. We know that a lot of people have had bad experiences with other Google Ads agencies, agencies that potentially don't care. So we can add that in as a selling point of our service. And then one of the things we also pride
Escúchalo en el minuto 49:40
Apalancar casos de estudio como principal argumento de conversión en servicios B2B
Mensaje y copywritingEn la redacción de anuncios de búsqueda para servicios B2B y agencias, incluir referencias a casos de estudio y resultados verificables es el factor más determinante para otorgar confianza y elevar la conversión frente a llamadas a la acción genéricas.
desktop versus mobile. And then another one I'm going to add in that I like is take a look at our fantastic track record case studies. We know that the single most important thing to help people convert when we're advertising our Google ad services are case studies. They want to see what people have done, what we've been able to do for other people. And that gives them confidence to
Escúchalo en el minuto 46:09
Canales de adquisiciónEn campañas de captación B2B o servicios donde se requiere contactar de inmediato a los leads entrantes, es recomendable restringir la programación horaria de los anuncios a días y horas laborales específicas en lugar de dejarlos activos de forma continua.
This might really apply to certain businesses. So the default is just your ads will show up happen for an ad to show. But you could get more specific with this. So you could just advertise say Monday to Fridays and you could specify the time as well and say look we're a b2b business. We want to be able to call our leads straight away. Therefore we're only going to... I've put that as 5am. That's not going to work. Therefore we only want to advertise 9 to 5 Monday to Friday working hours.
Escúchalo en el minuto 29:31
La métrica 'Ad Strength' de Google no determina necesariamente el rendimiento real del anuncio
Canales de adquisiciónUna calificación baja o 'pobre' en la métrica 'Ad Strength' de Google Ads indica principalmente que no se llenaron todas las opciones posibles de títulos, descripciones o activos, no que el anuncio vaya a funcionar mal o fracasar.
Now, one thing I just want to quickly highlight is that we can see up here, Google saying this is ad strength is poor. That's basically just because we don't have loads of headlines and loads of descriptions and all the assets built out like the AI did naturally. It doesn't mean the ad will perform badly. It just means that we haven't taken advantage of all the various things that we could add in. highlight in case you're thinking, hang on, Google thinks this ad's rubbish. That's why. It's not
Escúchalo en el minuto 52:51
No sobre-segmentar geográficamente si la capacidad de servicio es amplia
Canales de adquisiciónSi un negocio tiene capacidad de dar servicio a todo un país o región, no debe limitarse artificialmente a segmentar solo las grandes ciudades por intuición; es preferible mantener la cobertura amplia y permitir que el algoritmo de la plataforma optimice la entrega donde haya conversiones.
this little section don't remove, don't get more specific than you need to and remove potential areas that you can target. So if you can serve the whole of the UK don't just target London thinking that's where your customers will come from, Google will be able to work that out for you. Okay so we can go
Escúchalo en el minuto 25:35
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