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The Biggest Google Ads Lies Killing Results
18 ideas de marketing sacadas de «The Biggest Google Ads Lies Killing Results», de Ben Heath - Google Ads. Sobre todo de canales de adquisición, medición…
- 18 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 22 min
- Publicada en 2024
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Optimizar Google Ads hacia conversiones y valor en lugar de solo clics o tráfico
Canales de adquisiciónTratar Google Ads únicamente como una fuente de tráfico de pago por clic (PPC) limita los resultados; la plataforma debe configurarse con estrategias de puja orientadas a conversiones y valor de conversión para que el algoritmo busque clientes y leads en vez de simples visitas.
holds them back because Google ads is much more sophisticated now and instead of thinking of it as a traffic Source think of it more as a source of clients a source of leads a source of sales because you can set up your bidding strategy to optimize for conversions and conversions value and Google is smart enough to adjust your campaigns and optimize them to get you that to get you leads to get your sales as opposed to just clicks and Google advertisers that Optimizer campaigns that way typically see significantly better results right
Escúchalo en el minuto 5:46
Mejora del seguimiento comercial para triplicar la conversión y el ROAS
ConversiónOptimizar el equipo de ventas para que contacte y dé seguimiento a los leads de forma rápida y diligente puede triplicar la tasa de conversión, los ingresos y el ROAS sin necesidad de modificar las campañas publicitarias.
important if you're generating leads like how good are your sales guys at converting makes a huge difference I've worked with a number of businesses where they've changed out the sales team brought in people that do a better job and they triple their conversion rates with nothing else haven't touched Google campaign tripled the conversion rates so tripled the revenue tripled the return on ad spend simply by having a sales team that is much better at following up with leads quickly and diligently and then actually once they do get in contact converts much better as well
Escúchalo en el minuto 13:13
Canales de adquisiciónEs indispensable revisar el informe de términos de búsqueda y configurar una lista exhaustiva de palabras clave negativas en Google Ads; de lo contrario, los anuncios se activan y reciben clics por búsquedas irrelevantes que desperdician el presupuesto.
number nine negative keywords hurt campaign performance I think this really comes down to laziness it takes effort to build out a negative keyword list but it is absolutely worth it I've got out a negative keyword list but anyone who was run a Google ad campaign on the search Network and that has then taken a look at the Search terms report as in the searches that are causing the ads to be shown without a well built out negative keyword list it's horrifying you look at all these searches that caused your ads to show and you're like what no I don't want my ads to pop up for those at all that's…
Escúchalo en el minuto 10:39
Canales de adquisiciónNo es necesario ocupar la primera posición en las búsquedas de Google Ads para que una campaña sea rentable. Apuntar a la segunda o tercera posición reduce notablemente el costo por clic (CPC) y puede mejorar el ROAS global, especialmente si se utiliza un ángulo de copy hiperespecífico frente a los competidores líderes.
firstly it's much more expensive usually to get a click in position one than even in say position two or position three so sometimes you're going to see a better overall return on ad spend in position two position three as an average and you can pay less in terms of cost per click and you might still be able to get a really nice return on that spend which results one of the ways to go about doing that is to lean into specificity if you can take a really specific angle anyone who is after that they're much more likely to click on your ad and therefore they more to convert CU
Escúchalo en el minuto 15:29
Canales de adquisiciónEs indispensable revisar el informe de términos de búsqueda y configurar una lista exhaustiva de palabras clave negativas en Google Ads; de lo contrario, los anuncios se activan y reciben clics por búsquedas irrelevantes que desperdician el presupuesto.
number nine negative keywords hurt campaign performance I think this really comes down to laziness it takes effort to build out a negative keyword list but it is absolutely worth it I've got out a negative keyword list but anyone who was run a Google ad campaign on the search Network and that has then taken a look at the Search terms report as in the searches that are causing the ads to be shown without a well built out negative keyword list it's horrifying you look at all these searches that caused your ads to show and you're like what no I don't want my ads to pop up for those at all that's…
Escúchalo en el minuto 10:39
Pausar y reactivar campañas en Google Ads rara vez arruina su rendimiento
Canales de adquisiciónApagar temporalmente una campaña por incapacidad de atender la demanda y encenderla después no perjudica el algoritmo por sí mismo; si el rendimiento cae tras reactivarla, suele deberse a variaciones del mercado o factores externos y no al hecho de haberla pausado.
campaign off what's the point in advertising if you can't fulfill on that just because you want to sort of not mess up the Google algorithm and keep your delivery going I think that's uh that's silly absolutely fine to turn campaigns off turn it back on again we do it all the time for our clients and it rarely leads to any issues in fact if you do turn it back on again and the campaign doesn't perform well it's normally not because you simply turned it off and turned it back on again it's normally because of some other external factor that may not have been accounted for so don't worry about…
Escúchalo en el minuto 5:00
Canales de adquisiciónLas herramientas de IA en Google Ads y creación de creatividades deben tratarse como optimizadores de tiempo y no como un piloto automático. Dado que todos los competidores tienen acceso a la misma tecnología, la verdadera ventaja competitiva radica en la curación humana del contenido, la oferta, la construcción de marca y la narrativa.
you should look at AI as a time-saving completely replace any need for any effort or input from you as the Google ready to remove advertisers absolutely rubbish and you need to be the filter AI tools is that all your competitors also have access to the same AI tools I where you're going to get a competitive advantage and to really win with Google come from elsewhere has to come from your creative input offers that you can create brand that you can build as a business the stories that you can tell
Escúchalo en el minuto 0:35
Canales de adquisiciónAunque la Red de Búsqueda es el mejor punto de partida debido a la intención activa del usuario, los anunciantes deben diversificar hacia campañas de Display, YouTube y Performance Max en cuanto acumulen datos de conversión para no limitar el volumen de impresiones y ventas potenciales.
number two you should only advertise on the search Network now a lot of Google because there's intent there as in the now I think it's good for beginners to start with a search network but you absolutely want to expand once you've got some conversion data into other campaign types like display like performance Max that incorporates all missing out on so many Impressions so many clicks so many potential conversions because the whole Suite of
Escúchalo en el minuto 2:30
Canales de adquisiciónSolo conviene pujar por los términos de búsqueda de la competencia si se posee una ventaja evidente y fácil de comunicar de inmediato (como un precio drásticamente menor con igual calidad). Si la diferenciación es sutil o si los usuarios solo buscan al competidor para iniciar sesión en su plataforma, la campaña solo generará rebotes y presupuesto desperdiciado.
to not do it the times to do it are when your offer is obviously Superior to your competitors and you can explain it quickly and easily so let's say for you're massively reduced in terms of cost like your the cost of your thing is you can be quite aggressive in your ad copy here and quite cheeky to be honest saying like we're much better than them competitors well not obviously as good cuz it can't be subtle it can't be like through to your website and go oh no hang on this isn't right this isn't where I wanted to go and they'll quickly you've just wasted a whole bunch of show it also be…
Escúchalo en el minuto 18:16
Configuración indispensable del seguimiento de conversiones en Google Ads
Medición y experimentosEl seguimiento de conversiones es crítico en Google Ads para pasar de comprar tráfico genérico a captar leads y ventas reales, ya que permite activar estrategias de puja basadas en conversiones y valor, impidiendo que la optimización algorítmica de la plataforma quede limitada.
number 16 conversion tracking isn't was uh I was quite surprised conversion tracking is absolutely critical conversion tracking is what allows you to use the better bidding strategies like conversions like conversions value it takes Google ads from a platform that can simply get you traffic to one that can get you leads and get you sales so you absolutely need to make sure that you got conversion tracking set up it's get conversion tracking set up Google is very stunted in what it can do
Escúchalo en el minuto 20:07
El Quality Score en Google Ads continúa determinando la posición del anuncio y los costes
Canales de adquisiciónA pesar de la automatización en Google Ads, el nivel de calidad (Quality Score) sigue siendo un factor decisivo que afecta directamente el ranking del anuncio en la página de resultados y el costo por clic final.
anymore this is not true quality score affects your ad rank so where you appear on the page it also affects your costs two things that are really really important to the outcome of your Google improve your quality score but just know that it does matter and it is something that we keep an eye on on when we're
Escúchalo en el minuto 8:33
Hipersegmentación para rentabilizar presupuestos pequeños en Google Ads
Canales de adquisiciónEs posible obtener un ROAS rentable con presupuestos muy reducidos en Google Ads (incluso desde 100 dólares al mes) si se hipersegmenta la cuenta: concentrándose en palabras clave muy específicas y altamente competitivas, ubicaciones geográficas precisas y mensajes totalmente alineados con la intención de búsqueda.
Google ads don't work for small budgets budget was too small you need a really big budget to make Google ads work that is not true at all because with Google ads you can get really precise with who you're going to put your ads in front of and when so Target very specific keywords that you know you can be very competitive on where you can deliver perfectly for someone searching for that you can Target very precise locations if you're a local business you can get really specific with your messaging with who you're putting ads in front of to make Google ads work for you and have a very positive…
Escúchalo en el minuto 20:51
Canales de adquisiciónAñadir extensiones o recursos básicos a los anuncios de Google (como enlaces de sitio y textos destacados) suele aportar un incremento aproximado del 20% en el retorno de inversión publicitaria (ROAS).
need to bother with Google ad assets what used to be referred to as Google ad extensions so things like site link extensions call out extensions structured snippet extensions call extensions price extensions promotion extensions all sorts on they're often called Assets Now although I prefer the term extensions they aren't the biggest needle movers like you're not going to take a campaign and triple its row ass by adding in Google ad assets Google ad extensions but they're absolutely worth doing it's worth setting them up because you might see a 20% bump in your return on ad spend and…
Escúchalo en el minuto 11:29
Los negocios locales enfrentan menor competencia en Google Ads que las empresas puramente digitales
Canales de adquisiciónMientras que los negocios online compiten globalmente contra miles de empresas por las mismas palabras clave, los negocios locales con presencia física o de servicio presencial compiten únicamente en su área geográfica reducida, lo que disminuye drásticamente la saturación y rivalidad en las subastas.
is really old school thinking there are lots of local businesses either brick and mortar or service-based where you visit the customer that run Google ad campaigns and in fact those are some of my favorite businesses to advertise because there's way less competition for those businesses than there are for online businesses because if you can deliver your product or service online that means that yes you can potentially work with anyone in the world but also so can all your competitors so you are competing against hundreds thousands tens of thousands potentially um competitors for the same…
Escúchalo en el minuto 9:19
Pausar campañas publicitarias activas según las restricciones operativas del negocio
Canales de adquisiciónLas necesidades y capacidades operativas de la empresa (como rotura de stock o saturación de capacidad) deben anteponerse a la continuidad del algoritmo de Google Ads; es viable pausar campañas ganadoras y reactivarlas más tarde sin destruir su rendimiento de forma permanente.
without that okay myth number four if you turn off a Google ad campaign it'll can absolutely turn a winning Google ad campaign off and then turn it back on again at a later date and I always say that your business's needs should be prioritized over what's perfect for the Google ad platform or the optimization system like if you've maxed capacity or you've run out a stock turn your
Escúchalo en el minuto 4:31
Medición y experimentosLa optimización y experimentación continua en Google Ads puede escalar una cuenta de un ROAS de 1.5x a 4.5x en un período de seis meses, pasando de un punto de equilibrio ajustado a alta rentabilidad.
approach you massively miss out on the best possible Google ad results because if you're not in there testing and optimizing over time that your competitors that are doing that they're going to absolutely Crush you because we have taken so many campaigns from a a 1.5 xros to a 4.5 XS over a six-month period and that that's the sort of thing that can completely change a business it could be barely break even maybe at 1.5 and at 4.5 really profitable able to scale whole business is doing well business owners are making a lot more money it's life-changing for them it's absolutely
Escúchalo en el minuto 14:22
Medición y experimentosLa optimización y experimentación continua en Google Ads puede escalar una cuenta de un ROAS de 1.5x a 4.5x en un período de seis meses, pasando de un punto de equilibrio ajustado a alta rentabilidad.
approach you massively miss out on the best possible Google ad results because if you're not in there testing and optimizing over time that your competitors that are doing that they're going to absolutely Crush you because we have taken so many campaigns from a a 1.5 xros to a 4.5 XS over a six-month period and that that's the sort of thing that can completely change a business it could be barely break even maybe at 1.5 and at 4.5 really profitable able to scale whole business is doing well business owners are making a lot more money it's life-changing for them it's absolutely
Escúchalo en el minuto 14:22
Medición y experimentosLa optimización y experimentación continua en Google Ads puede escalar una cuenta de un ROAS de 1.5x a 4.5x en un período de seis meses, pasando de un punto de equilibrio ajustado a alta rentabilidad.
approach you massively miss out on the best possible Google ad results because if you're not in there testing and optimizing over time that your competitors that are doing that they're going to absolutely Crush you because we have taken so many campaigns from a a 1.5 xros to a 4.5 XS over a six-month period and that that's the sort of thing that can completely change a business it could be barely break even maybe at 1.5 and at 4.5 really profitable able to scale whole business is doing well business owners are making a lot more money it's life-changing for them it's absolutely
Escúchalo en el minuto 14:22
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