Marketero · Entrevistas
The BEST Google Ads Tutorial for Beginners in 2026
23 ideas de marketing sacadas de «The BEST Google Ads Tutorial for Beginners in 2026», de Ben Heath - Google Ads. Sobre todo de canales de adquisición…
- 23 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 39 min
- Publicada en 2026
Ver la entrevista entera en YouTube
De qué habla
Las 23 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 23 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.
Canales de adquisiciónAl iniciar una campaña de anuncios, establece un presupuesto diario que el negocio pueda permitirse perder mientras se valida y ajusta la oferta, pero que resulte lo bastante relevante como para mantenerte involucrado activamente en su optimización.
right? So I would recommend that you start out with your first campaign or one of your early campaigns with an amount that you could afford to lose should the Google ad campaign not perform But let's prepare for it not working out. So let's start with an amount that you or your business can lose without it being financially difficult for you if you don't get a great scale from there. But I wouldn't recommend that you start with such a small budget that you don't care about it. For most businesses, for most people, there's a sweet spot where you could lose it. But if you did lose it, it'd be a…
Escúchalo en el minuto 35:26
Tiempo mínimo de maduración antes de evaluar o pausar campañas nuevas en Google Ads
Canales de adquisiciónNo apagues ni juzgues el rendimiento de una campaña de Google Ads a las pocas horas de su lanzamiento; déjala correr al menos unos días o idealmente una semana para permitir que el algoritmo explore y optimice audiencias, horarios y ubicaciones.
Early recommendation is to make sure you give things a little bit of time. Don't run this for three hours and go, oh, it hasn't worked to turn it off. Give it a few days, at least ideally a week before you start to assess performance, particularly if you started with a small budget level, because Google needs time to optimize, particularly with an ad account that hasn't generated many leads or sales. Google needs to work out who to put ads in front of, the right time of day, can test to try and get you the results that you are after. And Google will do that, but that process
Escúchalo en el minuto 38:07
Canales de adquisiciónEn negocios locales con radio de atención limitado, es crucial cambiar la configuración de ubicación predeterminada de Google Ads ('presencia o interés') para segmentar exclusivamente por presencia física. Dejar la opción por defecto desperdicia presupuesto mostrando anuncios a usuarios que solo tienen interés turístico o informativo en la zona pero no pueden consumir el servicio.
in the city of Bath in the UK, right? And I just wanted to advertise in that city because we're a local business and customers either come to us or we go to them. And that's our geographical area. Then I even though I'm a local business. That's silly. You're going to be putting ads in front of people mention on this, very important. If you do go with a local option like Bath, make sure that you change this setting down here. So by default, Google is going to target presence or interest. So people in, regularly in, or who've shown an interest in your included locations. Well, Bath is a very…
Escúchalo en el minuto 13:16
Canales de adquisiciónAl configurar una campaña de Search en Google Ads, se debe desactivar la inclusión predeterminada de la Red de Display. La búsqueda se basa en intención y anuncios de texto, mientras que Display depende de creatividades visuales; mezclarlas genera impresiones irrelevantes y diluye la efectividad. Si se desea usar Display, debe hacerse en campañas dedicadas e independientes.
also have this option down here called Google Display Network. It's recommended that you leave that on. I'd recommend that you deselect that. Here's why. Very happy for you to advertise on the Display Network. apps, etc. But if we want to advertise on the Display Network, we should do so as part of a campaign Performance Max campaign, Demand Gen campaign, etc. I don't want it to be done as part of a search campaign because the ad structure is totally different. Search is very much text-heavy. Display is very image-heavy. It's just not the right tool for it. Google's kind of adding this on…
Escúchalo en el minuto 11:53
Canales de adquisiciónEn modelos de captación de leads y B2B, es recomendable programar los anuncios exclusivamente en días y horarios laborales donde el equipo comercial pueda contactar al prospecto al instante, optimizando el 'speed to lead' que impacta directamente en la tasa de cierre.
will run all day, every day of the week, but you can add in schedules. Let's say your B2B and your lead-based, or maybe you only want to advertise Monday to Fridays, traditional working hours. So let's say nine till five might make a lot more sense because then you can respond to the leads that you generate that much faster. And we know that speed to lead is one of the things that really helps improve conversion rates. So you might look to set up something like this. Your business might be
Escúchalo en el minuto 18:05
Completar los 15 titulares en anuncios de búsqueda responsivos para optimizar combinaciones
Mensaje y copywritingSe recomienda llenar las 15 ranuras de titulares disponibles en los anuncios responsivos de búsqueda (RSA) de Google Ads, permitiendo que la plataforma pruebe múltiples combinaciones automáticas y determine cuáles generan mejor rendimiento.
forward slash Google ads. And then Google has created for us 15 headlines out of 15 available slots. And I would recommend that you create 15 headlines and allow Google to test them. So the way it works, we can see a preview over here is that Google is going to use just a few of the headlines, you know, two there by the looks of it might be three in some instances. And they're going to mix and match and use a combination and test out of the 15 and work out which ones produce
Escúchalo en el minuto 24:46
Canales de adquisiciónConfigurar activos y extensiones relevantes en Google Ads (como enlaces de sitio hacia casos de estudio o callouts con diferenciadores) agranda el tamaño visual del anuncio en la página de resultados, mejora el CTR y canaliza a los usuarios directamente hacia páginas con mayor impacto de conversión.
headline description, you will have extra links and they will be linked straight through to specific pages, like our case studies page, for example, or a page just to directly book in a call, site link extensions or assets. They're now called added in because as you can see here, we've got a preview on the right. They make your ad much bigger, much more likely to be clicked on. And also if people can click and they can come through to the right location, for example, straight through to the case studies page, and we know that helps us convert, then we win as an advertiser. So I'm are going to…
Escúchalo en el minuto 30:59
Medición y experimentosLas plataformas publicitarias como Google Ads pueden subreportar conversiones reales (registrando en ocasiones solo la mitad de las ventas o leads efectivos), lo que genera el riesgo de desactivar campañas rentables por tomar decisiones basadas en datos incompletos.
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 Hyros data and make much better,
Escúchalo en el minuto 30:14
Criterio de elección entre pujas por 'Conversiones' y 'Valor de conversión'
Canales de adquisiciónSe debe pujar por 'Conversiones' cuando el valor de cada lead o acción es homogéneo o desconocido al momento de la captura (como agendar una llamada), y por 'Valor de conversión' cuando el valor monetario fluctúa por usuario (como carritos de ecommerce con importes variados o leads de servicios con distintos tickets promedio), permitiendo a Google pagar más por prospectos con mayor potencial de ingreso.
with conversions and conversions value. And just to explain the difference between the two, conversions value factors in the differing values that people have when they come through and convert. So the obvious example is an e-commerce business. Some people, when they come through to your store and they check out, might spend $30. Other people might spend $300. Now, if you go with conversion value, then Google will factor that in. They might predict that a certain person is likely to spend more when they come through to your store and make a purchase. So Google will be willing to pay more to…
Escúchalo en el minuto 8:20
Selección del objetivo en Google Ads: Ventas vs. Clientes potenciales
Canales de adquisiciónSe debe evitar configurar campañas de Google Ads con objetivos de tráfico o notoriedad, ya que el algoritmo optimiza de forma literal entregando clics o impresiones con baja probabilidad de compra. En su lugar, se debe elegir 'Ventas' si la transacción es 100% medible online (ecommerce) o 'Clientes potenciales' si el embudo requiere pasos intermedios no automáticos (formularios, llamadas o cotizaciones).
different options, but for the vast majority of beginners, I'd recommend you go with either sales Google's optimization system is very literal. If you go with website traffic, you might get a lot of clicks. Those clicks are unlikely to convert. If you go with awareness, you're likely to get a lot of impressions. Those impressions are unlikely to convert. So go for one of the two things that really to your business. Why are you running Google ads in the first place? It's usually to generate sales directly or to generate leads that you hope to be able to convert into clients later on. There are…
Escúchalo en el minuto 1:15
Curaduría manual y optimización de titulares en anuncios responsivos de búsqueda
Mensaje y copywritingAl configurar anuncios responsivos de búsqueda (RSA) en Google Ads, no se deben aceptar ciegamente las sugerencias automáticas de la plataforma; es fundamental eliminar textos genéricos o desalineados con el servicio e inyectar titulares con prueba social cuantificable (como porcentajes promedio de mejora o presupuesto gestionado) y llamadas a la acción directas.
Google has created these 15 headlines for us, we don't just want to go ahead and use them, you want to go through and make sure you're happy with all the options. So you've got expert Google ads management, but we don't offer that as a standalone thing. So I'm going to take that out. I'm not sure that's in Increase your leads and sales. 200 million plus spent on paid ads. Drive more revenue with us. So I've got some others that I want to add in based on that I think I could just do a little bit of a And what else have I got? Oh, average 30% improvement. Something we've been able to track…
Escúchalo en el minuto 25:37
La estrategia de puja condiciona la optimización real por encima del objetivo de campaña
Canales de adquisiciónEn Google Ads, la estrategia de puja tiene un impacto decisivo en la optimización del algoritmo; si se selecciona una puja orientada a clics o cuota de impresiones, la campaña funcionará en la práctica como una de tráfico o reconocimiento, ignorando el objetivo configurado de leads o ventas.
the first thing we need to decide is on our bidding strategy. Now I talked about previously, your campaign objective being really important in terms of determining how Google optimizes your campaign. Well, actually it's the bidding strategy that has the biggest impact. So you can see here, impression share. I would not recommend that you go with clicks or impression share. If you go with clicks, this campaign will function like a website traffic campaign, even though we've selected it as leads or sales. That's how it's going to work because that's the bidding strategy, the optimization being…
Escúchalo en el minuto 7:34
Medición y experimentosAntes de activar campañas optimizadas para ventas o clientes potenciales, es imprescindible implementar técnicamente el seguimiento de eventos de conversión en el sitio web; el algoritmo de puja inteligente requiere retroalimentación de datos sobre qué usuarios completan acciones de valor para poder encontrar perfiles similares.
this conversion goal section pops up. Now, in order to be able to use either the leads or sales campaign objective and for it to actually work, as in Google be able to optimize the campaign to get you more sales or to get you more leads, Google needs to know what a sale is, what a lead is via your website, and be able to track those actions, track the people that take those actions. So this is got purchases. Very important that you get this conversion goal stuff set up and you are able to bit difficult, a bit faffy. I'll just go with website traffic and not worry about that. Not a good idea…
Escúchalo en el minuto 3:08
Comenzar campañas de Google Ads con un solo grupo de anuncios y un único producto
Canales de adquisiciónPara evitar complejidades iniciales y barreras de entrada al lanzar publicidad en Google Ads, es recomendable empezar con una estructura simple: un único grupo de anuncios enfocado exclusivamente en el producto o servicio principal antes de expandir a múltiples segmentos o ubicaciones.
But I want to keep things simple. I've already mentioned that. Let's just start with the one ad group that covers like the main core of what it is you're looking to advertise. Just start by advertising the one product or service, by the way. And then we can always look to add in later on
Escúchalo en el minuto 21:12
Canales de adquisiciónLos anunciantes que activan AI Max en campañas de búsqueda de Google registran típicamente un 14% más de valor de conversión manteniendo un CPA o ROAS similar.
campaign creation and sort of optimization process. You can see advertisers that activate AI Max typically see a 14% more conversion value at a similar CPA or ROAS, which sounds great. I don't want you to go
Escúchalo en el minuto 19:10
Comenzar en Google Ads con campañas de búsqueda para simplificar la ejecución inicial
Canales de adquisiciónPara principiantes en Google Ads es recomendable iniciar con campañas de búsqueda (Search), ya que no requieren la producción de creatividades visuales ni video y permiten conseguir los primeros clientes potenciales y ventas antes de expandirse a formatos más complejos como Performance Max.
talking about. I would recommend that for beginners, you start with search. Search is the easiest to understand. Like I said, it's the part that people think of when they intuitively think of Google ads. There are skills that you don't need to make a search campaign work that you do need with other campaign types. So with other campaign types, you're going to need visual assets most of the time, imagery, videos, things like that. If you don't have the skill set of being able to produce high quality imagery, high quality video, then we can leave that off for now. I absolutely would like you to…
Escúchalo en el minuto 5:43
Segmentación geográfica por presencia física en campañas locales de Google Ads
Canales de adquisiciónEn campañas de Google Ads para negocios o servicios locales, se debe restringir la segmentación geográfica a 'presencia' (personas que están o están habitualmente en la zona elegida) en lugar del valor predeterminado que incluye interés de búsqueda, para evitar gastar presupuesto en usuarios fuera del área de servicio.
live there or are regularly there. So if you're a roofer, not the people you want to advertise to. You only want to advertise to people that actually have a house and potentially a roof to replace or fix in that area. So very important that you change that to presence, people in, or regularly in your included location. Less of an issue when you're doing this country, on a country basis or internationally.
Escúchalo en el minuto 15:09
Secuencia de despliegue en Google Ads: validar con Búsqueda antes de avanzar a Performance Max
Canales de adquisiciónInicia la estrategia en Google Ads con campañas de Búsqueda para establecer la base antes de implementar Performance Max, la cual ofrece mayor potencial de escala y retorno pero requiere mayor complejidad.
where I walk you through the performance max campaign setup. I talked about the search being the first campaign that you want to set up, but once you've got that up and running, performance max is very much the next step. It is a little bit more complicated, but it is more powerful and the potential upside is higher. So once you've got this in place, you've got it live, go ahead and give this a watch and then get your performance max campaign setup, which is likely where you'll see the best results.
Escúchalo en el minuto 39:07
Configuración de presupuesto diario manual en cuentas publicitarias nuevas
Canales de adquisiciónEn cuentas nuevas de Google Ads, las estimaciones automáticas de conversiones y presupuestos recomendados por el sistema suelen ser inexactas al apoyarse en promedios genéricos de la industria; es preferible fijar un presupuesto diario promedio personalizado para permitir que las campañas exitosas continúen activas de forma indefinida.
In a brand new ad account with no campaigns, these estimates are very inaccurate. Google's sort of drawing from industry averages. And like, I wouldn't pay too much attention to these because I don't think they're that valuable. And also you don't need to go with the recommended or one of the three options set. You can go ahead and set a custom budget. I would recommend that you use average daily budget as opposed to a campaign total. I like campaigns that can continue to run should they prove to be successful. We can just keep them running for as long as we want. Whereas with a
Escúchalo en el minuto 34:46
Canales de adquisiciónAl iniciar en Google Ads, no es indispensable crear listas exhaustivas de palabras clave con concordancias estrictas; una lista concisa en concordancia amplia combinada con pujas orientadas a conversiones permite que el algoritmo de Google filtre búsquedas irrelevantes y priorice aquellas con alta intención de compra.
of keywords is pretty accurate, and I'd be quite happy getting started with that. To explain how these keywords work, they by default are broad match keywords, broad match being the match type. What that means is that people don't have to search exactly for these keywords in order for your ads to appear in Google. If they search for something similar or related to these terms, then your ads can show up. So you don't have to create this massive extensive list and go through tons of the beginning, let's make it simple. Let's put in a bunch of terms that quite clearly are related to relatively…
Escúchalo en el minuto 23:05
Uso de páginas de casos de estudio como destino estratégico en el copy de captación
ConversiónIncorporar en las descripciones del anuncio un llamado a la acción explícito para revisar casos de estudio de clientes incrementa de forma significativa la probabilidad de que el prospecto complete el proceso y reserve una llamada para convertirse en cliente.
in place, right? So here's another one that we've used in the past. Schedule a call to find out how we can help you today. That's the call to action. That's a step people need to take if they are worked well. Probably get rid of this last one that seems a bit over the top as well. Take a look at our fantastic track record case studies. Like we're very happy for people to check out our case studies. We know if someone makes it through to our case studies page on our website, they are
Escúchalo en el minuto 28:00
Canales de adquisiciónAunque un negocio digital o de mentoría pueda operar en decenas de países, al iniciar campañas publicitarias se debe acotar la segmentación a un puñado de mercados principales donde se concentra la gran mayoría de la facturación y los clientes, evitando la dispersión del presupuesto en audiencias globales abiertas.
that aren't going to convert. So don't do that. If you operate fully internationally, potentially all over the world, normally I'd recommend narrowing down to some of your core markets. So technically we I believe, at the last count. But our core markets are going to be UK, US, Canada, Australia, like, that's going to be 90 plus percent of the people in there. So that's what we probably start with advertising with. And that's what I'd recommend you do as well if you meet that criteria. I'm just
Escúchalo en el minuto 14:01
Costo por lead y CTR en campañas de búsqueda de marca para servicios
Medición y experimentosEn una campaña de búsqueda protegida de marca en Google Ads para una agencia de servicios, el CTR alcanza el 30% y el costo por lead (reserva de llamada) se sitúa en torno a las 15 libras esterlinas.
days here, but it really demonstrates what's going on. So you can see Hyros has registered, six leads generated, a cost per lead of just over £15, 75 clicks. It's just a branded search campaign, hence why the CTR is 30%. So not a huge amount going on, but representative, right? So
Escúchalo en el minuto 29:46
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.