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The BEST Google Ads Bidding Strategy in 2026
14 ideas de marketing sacadas de «The BEST Google Ads Bidding Strategy in 2026», de Ben Heath - Google Ads. Sobre todo de canales de adquisición y…
- 14 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 25 min
- Publicada en 2025
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Optimizar campañas de tráfico de contenido mediante microconversiones de engagement en vez de clics
Canales de adquisiciónAl dirigir tráfico pagado hacia contenidos como artículos de blog, es más efectivo configurar conversiones basadas en tiempo de permanencia o profundidad de desplazamiento (scroll) en lugar de optimizar únicamente por clics, atrayendo así tráfico de mayor calidad.
as well if we're sending people through to say a blog post and all we really care about is they just come through to the blog post and actually read it. Although once again, there are cleverer things you could do with with bidding where you could optimize for conversions and put a conversion event of how much time they need to spend on the on the page reading the blog post or or a certain scroll depth they need to scroll through, which again is likely to lead to higher quality traffic because you optimize people that actually read it,
Escúchalo en el minuto 5:53
Asignar valor de conversión incremental para priorizar la adquisición de clientes nuevos en Google Ads
Canales de adquisiciónLos algoritmos de optimización de Google Ads tienden a gastar excesivo presupuesto en remarketing y audiencias tibias porque consiguen conversiones más baratas. Para mantener la entrada de nuevos clientes, se debe activar el ajuste de puja de 'Customer Acquisition', cargando listas de clientes existentes y asignando un valor de conversión incremental que instruya al algoritmo a pagar más (por ejemplo, un 50-60%…
is bid higher for new customers. And what this allows you to do is basically say to Google, look, I'm happy to pay more to acquire a new customer, even if Google advertisers have often felt like they remarket too heavily, as in too large a proportion of the budget is spent putting ads in front of warm audiences or existing customers. And at amount of your budget spent acquiring new customers, even if they are more expensive to acquire. And that's often why Google puts a lot of budget behind warm audiences existing customers because if they're optimizing for conversions, even conversion value…
Escúchalo en el minuto 16:58
Esperar a estabilizar datos antes de fijar Target ROAS o Target CPA en Google Ads
Canales de adquisiciónAl lanzar una campaña en Google Ads, no se debe definir un objetivo de Target ROAS o Target CPA de inmediato; es necesario operar primero con maximizar conversiones o valor hasta acumular suficiente volumen y estabilidad de datos (generalmente al menos un mes en negocios con volumen moderado).
this? Because you don't want to start with a target rorowass or a target CPA because you don't know before you've launched a campaign what's realistic. Is things in once the campaign has been up and running for a while and you have some data and you know what's realistic. For most businesses, I think that's a little bit too early. I would like you to wait usually at least a month. How long after that is going to depend on your conversion volume and how much data you have. If you're generating hundreds doing that. If you're generating, you know, 10 conversions a week, well, you're probably…
Escúchalo en el minuto 7:28
Asignar valor adicional a nuevos clientes en campañas automatizadas de Google Ads
Canales de adquisiciónEn campañas automatizadas como Performance Max o Demand Gen, conviene configurar la puja para pagar más por nuevos clientes (asignando un valor de conversión incremental) en lugar de usar pujas estándar, ya que esto impulsa el crecimiento a largo plazo sin bloquear el remarketing de clientes existentes.
doing things. We are however using this customer acquisition option, this first option of the two more and more telling Google we are willing to pay more to acquire new customers because we felt that that is really important to the longevity particularly for something like a performance max campaign or a demand gen campaign where more of the optimization is being done by Google as bottom option. We're far more likely to go with this top option. But we are in most cases willing to pay more for new customers like I said to increase
Escúchalo en el minuto 23:56
Optimizar por valor de conversión en lugar de volumen de conversiones en Google Ads
Canales de adquisiciónEn campañas de Google Ads (tanto en e-commerce como en negocios de generación de leads), es preferible configurar y utilizar la estrategia de puja basada en 'valor de conversión' en lugar de 'conversiones', ya que permite que el algoritmo invierta más en adquirir clientes y prospectos de mayor valor promedio o ticket.
value. And my recommendation if you can would be to select conversion value. And right? But actually, conversions value is better because with this option, not only will Google try and get you as many conversions as possible, but Google will also factor in the value of each conversion. So if some customers are worth a lot more to your business, as in they spend more with you when they purchase, Google is going to work that out and is going to potentially spend more to acquire more valuable customers if it leads to an overall better return on ad spend. So where possible, I like to go with…
Escúchalo en el minuto 1:44
Ajuste y escalado progresivo de Target ROAS o Target CPA
Canales de adquisiciónAl implementar Target ROAS o Target CPA en campañas de Google Ads, el objetivo inicial debe fijarse al nivel de rendimiento histórico real (por ejemplo, 300%) y no en aspiraciones irreales (como 900%), pues estas frenan el gasto del presupuesto. Una vez estabilizada la campaña durante un par de semanas y tras aplicar optimizaciones, el objetivo se debe incrementar de forma escalonada.
set a target rowass or CPA target CPA same applies you have to be realistic. So what I'd recommend is you've had a let's say your return on ad spend so far has been 300% or 3x another way of saying that right that's about what you want to set it at to start with you 900% return on ad spend and go and set it at 900%. That's unrealistic. That's not possible. If you do that Google just will not be able to run the campaign. You probably won't spend your budget. Right? So, set it where it roughly is. Then what we'd look to do is keep that stable for say a couple of weeks. performance, you can then…
Escúchalo en el minuto 10:39
Pujar más alto por adquisición de clientes nuevos frente a existentes
Canales de adquisiciónEs recomendable configurar un ajuste de puja más agresivo para captar nuevos clientes que para impactar a clientes recurrentes, adaptando el valor extra que se está dispuesto a pagar según las necesidades económicas del negocio.
I want to bid higher for new customers. I'm willing to pay quite a bit more for a new customer as opposed to existing customer. And you can tailor that and work out the best option for your
Escúchalo en el minuto 25:08
Canales de adquisiciónModificar frecuentemente los valores de Target ROAS o Target CPA cada pocos días impide que el algoritmo de Google Ads se estabilice y optimice correctamente, perjudicando el rendimiento de la campaña.
you set one of those it's really important to commit to it right so you don't want to be setting say a 300% target rowass and then oh maybe that was a bit high I'm going to change it drop it down 50% 2 days later. Oh no, bidding strategy is like such a fundamental part of what Google's going to do to your campaign. How Google is going to optimize your campaign and optimization done well requires stability, requires consistency. If you're in there changing this every other day, and I've seen many advertisers do this, Google can't optimize properly and you're missing out on the best results…
Escúchalo en el minuto 9:00
Cuándo usar la opción de pujar exclusivamente por clientes nuevos en Google Ads
Canales de adquisiciónLa opción de pujar únicamente por clientes nuevos no debe usarse por defecto para no perder conversiones rentables de clientes existentes, salvo en dos excepciones claras: cuando el producto se compra solo una vez en la vida o cuando se lanza una promoción exclusiva para captación que molestaría a la base existente.
strategy, which is only bid for new customers. much more extreme and not something that we use by default at all because not putting any ads in front of existing customers, not looking to remarket and reactivate those people is not normally the way to get the best return on ad spend, let's say, because your existing customers are sometimes the best people to advertise to. But there are obviously cases where you might want to do this. So you might want to do this if what you sell people only ever buy once, which is not most The other option might be if you're running a promotion that only…
Escúchalo en el minuto 22:40
Riesgo de subreporte de conversiones en Google Ads frente a herramientas de atribución
Medición y experimentosLas plataformas publicitarias como Google Ads pueden subreportar significativamente las conversiones reales (en el caso analizado, reportó solo 3 de las 6 conversiones verificadas en backend y atribución externa). Guiarse exclusivamente por los datos nativos de la plataforma puede provocar el apagado erróneo de campañas que en realidad son rentables.
we scroll over, you can see that Google has only registered three conversions as opposed to the six. So, it's registered half the number of conversions. And I can tell you looking at the backend data that the six from Hyros is the accurate number. And that's why this is so important because we might look at the Google Ads data and come to the wrong conclusion, think this isn't profitable, turn stuff off when we shouldn't, but we can verify it with the high-risisk data and make much better, more informed decisions and end up with better overall
Escúchalo en el minuto 15:27
Riesgo de optimizar campañas de Google Ads hacia clics
Canales de adquisiciónOptimizar campañas de Google Ads para conseguir clics suele derivar en la captación de usuarios propensos a hacer clic pero poco dispuestos a convertir, por lo que no es una estrategia adecuada para generar leads o ventas.
bidding strategy options like clicks or impression share. And I want to talk about clicks because that's something that quite a lot of Google advertisers end up going with at least to begin with. They think, okay, if I get clicks through to my website, those people will come through to website. They're then likely to purchase. They're then likely to become a lead. They're going to take the next step they want to take. And that is bad logic. That is not necessarily true. Platforms like Google, if you optimize for clicks, are actually pretty good at finding very clicky people, not necessarily…
Escúchalo en el minuto 4:32
Evitar el enfoque de «configurar y olvidar» en campañas Performance Max
Canales de adquisiciónLas campañas Performance Max no deben dejarse en piloto automático; su rendimiento mejora de forma sustancial cuando se aplican ajustes y optimizaciones constantes a lo largo del tiempo.
Too many Google advertisers treat Performance Max as set it. Forget it. That's not what you want to do. You can massively improve the performance of a performance max campaigns by making tweaks and adjustments over time. This
Escúchalo en el minuto 25:35
Canales de adquisiciónAl activar o cambiar estrategias de puja hacia Target ROAS o CPA, es normal experimentar una caída temporal en el rendimiento y un aumento en el costo por clic (CPC) debido a la fase de aprendizaje. Un CPC mayor es un compromiso aceptable si atrae tráfico con mayor intención y genera un ROAS neto superior.
rouse target CPA is that that's a big adjustment for Google ad campaign. So often you will see a temporary dip early on in results. Google sort of struggle with the adjustment do quite a bit of learning that should be relatively quick and then it should come back up. So just that's okay. That's to be expected. Be What that will look like is your cost per click will often spike initially. It'll come back down a bit. It may well stabilize at a higher level than it was previously, but that's often a decent trade. Like I don't mind paying more for a cost per click if my overall return on ad spend…
Escúchalo en el minuto 12:43
Medición y experimentosLa transición de una estrategia de puja basada en cantidad de conversiones a una basada en valor de conversión puede generar incrementos del 30% al 40% en el retorno de la inversión publicitaria (ROAS).
those two. It can be quite significant. Like we've seen 30 40% improvements in overall return on ad spend by switching between those. So not something to be
Escúchalo en el minuto 4:09
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