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The BEST Google Ads Tutorial for Beginners
15 ideas de marketing sacadas de «The BEST Google Ads Tutorial for Beginners», de Ben Heath - Google Ads. Sobre todo de canales de adquisición, medición y…
- 15 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 31 min
- Publicada en 2023
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Canales de adquisiciónAl configurar una campaña de búsqueda en Google Ads se debe desactivar manualmente la inclusión de la Red de Display predeterminada por la plataforma, evitando anuncios mal formateados y presupuesto diluido fuera de la intención de búsqueda pura.
that Google will do even with a search campaign is they will default to putting your ads on the search network and on the Display Network and that's not something you want to do so the first we're going to deselect the Display Network I'd rather you created a separate display campaign or took advantage of display through the performance Max setup then just add this on because the ads aren't going to look right there are various issues we're going to go ahead and deselect that and
Escúchalo en el minuto 8:37
Regla para definir el presupuesto inicial de prueba en campañas de Google Ads
Canales de adquisiciónAl lanzar una campaña inicial en Google Ads, el presupuesto diario debe situarse en un punto medio estratégico: una cantidad que no comprometa las finanzas del negocio si no genera retorno a corto plazo durante la fase de prueba de anuncios, ofertas y palabras clave, pero lo suficientemente significativa como para incentivar la revisión y optimización activa de la cuenta.
recommended budget the simple rule of thumb here is to start with something that you can afford to lose but that is enough that you care about it okay so this in no way should be money that is critical to the operation of your business or even your personal finances it's very likely that when you first launch Google ad campaign it won't work brilliantly round one you may need to test different offers in your ads different headlines different keywords and all that testing is going to require budget you may not be getting great results whilst you're in that testing aware of so I'd recommend you…
Escúchalo en el minuto 26:34
Canales de adquisiciónEl éxito en campañas de Google Ads no depende únicamente de la configuración inicial, sino de un proceso continuo de optimización post-lanzamiento que analiza los datos de rendimiento de palabras clave y anuncios para realizar ajustes, lo que puede multiplicar los resultados iniciales entre 4x y 10x.
all also once your campaign's gone live need to know how to optimize a Google ad campaign there's a huge part of succeeding with Google ads it's not just getting it set up in the first place but looking at the data that's generated within your Google ad account and going okay this keyword's performing well this ads performing well let's improve let's adjust and you can take your initial results and four five maybe even 10x them with an optimization process I
Escúchalo en el minuto 30:29
Cuidado con las palabras clave sugeridas automáticamente por Google en concordancia amplia
Canales de adquisiciónAl configurar campañas de búsqueda, Google suele sugerir palabras clave basadas en la URL del sitio web y añadirlas por defecto en concordancia amplia (broad match), lo que provoca impresiones y clics provenientes de términos de búsqueda poco relevantes.
Google Google has done here is they've gone and grabbed a load of keywords directly from our website and they've just gone ahead and popped them in here stuff what Google does is it adds in all these keywords as broad match so if you there's a problem with that and what the problem is that when you use broad match keywords you are going to get searches that are not necessarily that closely related to the keyword that's being used
Escúchalo en el minuto 14:25
Configurar y verificar objetivos de conversión antes de optimizar campañas de leads o ventas
Medición y experimentosAntes de lanzar campañas de leads o ventas en Google Ads, es imprescindible definir e importar las acciones de conversión concretas (como llamadas o reservas en la web) para que los algoritmos de machine learning puedan optimizar la entrega hacia la consecución de esos resultados.
window pop up talking about conversion goals it's very important that if we're running a leads or even a sales campaign that we're able to show Google what those actions actually look like so that our campaign can be optimized around those actions and get us as many leads or as many sales as possible so once we directly and that way and with these two actions set up when we do generate leads by this Google ads campaign that will be registered within our Google ad account that can help us optimize the campaign it can help Google optimize a campaign with their AI machine learning and
Escúchalo en el minuto 1:49
Optimizar a clics en cuentas nuevas antes de migrar a conversiones
Canales de adquisiciónEn cuentas de Google Ads nuevas sin volumen histórico de datos, es recomendable configurar la estrategia de puja hacia clics para que el algoritmo aprenda; una vez acumuladas semanas de datos y conversiones reales, se debe hacer la transición a la optimización por conversiones.
it's generally recommended that new Google ad accounts where you haven't generated many conversions Google doesn't really know what a conversions is optimize four clicks that's typically personally I would go with clicks to start with and once you've had a campaign running for a few weeks you started generating some conversions then you can always go ahead and switch to that's the sort of logic and the theory behind it we tend to go with clicks and then switch but you can go straight with
Escúchalo en el minuto 7:47
Mensaje y copywritingEn los anuncios de búsqueda adaptables de Google, redacta múltiples opciones de titulares que combinen beneficios directos y métricas concretas (respetando el límite de 30 caracteres), complementados con descripciones orientadas a llamadas a la acción claras o a revisar casos de éxito.
that means that we can create a number of different headline options a number of different description options and they will all sort of be combined of Google will work out the best and fill out the options here include benefits associated with your product or service why do people want to um take take action here if you've got any stats information there's all sorts possible options and if you've got any stats like you know average 30 percent Improvement something like that as an example you could look to add in be aware you've got a 30 character limit on um schedule a cool to find out how…
Escúchalo en el minuto 20:05
Canales de adquisiciónEn campañas de captación en Google Ads, se debe evitar el uso de concordancia amplia (broad match) y priorizar concordancia exacta o de frase. La concordancia amplia activa anuncios para intenciones no comerciales (como ofertas de empleo, guías instructivas o salarios), consumiendo presupuesto en tráfico que no tiene intención de contratación.
and it's broad match that means our ads there's a lot of those keywords that I just ran through you would not want your ads to appear I don't want my ads to services that's going to be a waste of agencies so I'd strongly recommend particularly if you're a Google advertising beginner that you do not use broad match keywords so you absolutely you offer if you don't if you don't end up wasting money Google sort of pushes that way you spend more with them but for your business you only want people
Escúchalo en el minuto 15:06
Uso de extensiones de enlaces de sitio (sitelinks) para capturar intenciones específicas
Canales de adquisiciónConfigura extensiones de enlaces de sitio (sitelinks) dirigidas a páginas clave como casos de estudio, páginas de producto, reseñas o información institucional para ofrecer caminos directos de conversión según el nivel de interés del usuario.
assets so we've got things like site links call out are the two obvious ones quickly explain what site links are if someone clicks on a site link they will automatically be taken through to that place within your website so you can see send people through to our about page then we could go ahead and put that in and then we obviously need to put in the about and come through we could have our case studies page just like what I talked about right so we could put in case studies in here site links and this will really depend on your business okay so where is it that you're wanting to send people…
Escúchalo en el minuto 23:12
Comenzar en Google Ads con campañas de búsqueda para captar intención directa
Canales de adquisiciónPara la mayoría de los anunciantes principiantes en Google Ads, el punto de partida ideal es una campaña de búsqueda (Search), ya que permite mostrar anuncios a usuarios que están buscando activamente productos o servicios estrechamente vinculados al negocio.
so the sort of First Option and the most common one for Google Apps advertisers to start with and the one that I would recommend you start with is a search campaign now a search campaign is expect it's where someone is searching within Google for things that are closely related to your business to your products or services and your ads pop up
Escúchalo en el minuto 3:30
No restringir artificialmente la cobertura geográfica en Google Ads si se puede entregar a escala
Canales de adquisiciónSi un negocio tiene la capacidad de ofrecer y entregar sus productos o servicios a nivel nacional o internacional, no debe limitar artificialmente la segmentación geográfica a una sola ciudad o región solo porque de allí provenga el cliente histórico; es preferible abrir la cobertura y permitir que el algoritmo optimice.
overthink this if you do offer your products or services to the whole country or multiple countries you can add those in don't artificially constrain your target area don't think um City you can expand it out Google's gonna be able to work that out if that happens you just want to give them some Direction so just go with wherever you advertise whatever you offer and can deliver your products and services I'm
Escúchalo en el minuto 10:51
Comenzar con campañas de búsqueda antes de implementar Performance Max
Canales de adquisiciónLos anunciantes principiantes en Google Ads deben iniciar y ganar experiencia con campañas de búsqueda tradicionales antes de experimentar con campañas de Performance Max, las cuales combinan múltiples redes y formatos en una sola configuración compleja.
it is performance Max combines all of these various elements into one campaign not soon I'd recommend that absolute beginners start with you probably want to get started with a search campaign build up your experience a little bit and then you can go ahead and implement or at least test and performance Max to go with search where most um advertisers will start and where I'd recommend you start as a relatively new
Escúchalo en el minuto 5:06
Modular el tipo de concordancia de palabras clave según el grado de especificidad del término
Canales de adquisiciónPara términos de búsqueda genéricos o amplios, se debe aplicar concordancia exacta para evitar variaciones irrelevantes. A medida que la palabra clave base se vuelve más larga y específica, es seguro abrir la concordancia a 'frase' (phrase match), ya que el riesgo de capturar búsquedas irrelevantes disminuye de forma natural.
want so with a term like advertising agency that's quite all-encompassing we would want to go with something like exact match for our keyword match type advertising Services we absolutely want to go ahead and put those in as an exact with phrase match for example if someone's searching for something a bit more specific like Facebook advertising it's less likely when people start to get more specific with keywords you can go with broader keyword match type options so we might use phrase match example because again it's just a little bit broader in terms of our overall
Escúchalo en el minuto 16:51
Diagnóstico de falta de tráfico tras activar una campaña de búsqueda
Canales de adquisiciónSi una campaña aprobada y activa en Google Ads no genera impresiones ni clics, la causa principal suele ser una segmentación geográfica excesivamente reducida combinada con palabras clave demasiado específicas que carecen de volumen de búsqueda, o bien problemas en la configuración de facturación.
you should start to see action pretty fast you should be getting clicks on your ads relatively quickly assuming of course there is search volume for the keywords that you've selected if you're not getting any clicks that's nearly always the problem you've either gone with a two smaller geographic area combined with two specific keywords this is basic basically no one within that area searching for it or not many people or some other setting is set up and your campaign's just not running like your billing's not set up properly or
Escúchalo en el minuto 29:12
Canales de adquisiciónLa programación horaria de anuncios (ad scheduling) debe adaptarse a los momentos en que el cliente tiene intención de compra (como horario de oficina de lunes a viernes en B2B), salvo que el negocio esté preparado para recibir leads asíncronos en múltiples zonas horarias y contactarlos después.
and schedule which is a really interesting one this applies to quite a lot of businesses if you're B2B for example you may want to select in all days just Mondays to Fridays and you may want to just go with certain times let's say the Working Day nine to five really think about when are people going to be interested in your products and services are they going to be buying them at certain times of the day certain days of the week and you can go ahead though we're B2B we could have leads generated all throughout the you know day night weekends particularly for advertising across multiple time…
Escúchalo en el minuto 13:03
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