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The Complete Playbook To Running Google Ads in 2026
14 ideas de marketing sacadas de «The Complete Playbook To Running Google Ads in 2026», de Ben Heath - Google Ads. Sobre todo de canales de adquisición…
- 14 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 25 min
- Publicada en 2025
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Diversificar más allá de campañas de búsqueda con Performance Max
Canales de adquisiciónAunque las campañas de búsqueda en Google Ads capturan alta intención, su CPC suele ser elevado por la alta competencia y solo alcanzan al pequeño porcentaje de usuarios que busca activamente. Una vez logradas conversiones iniciales en Search, se debe expandir a otros inventarios (YouTube, Display, Discover) usando Performance Max para captar prospectos en etapas más tempranas a un menor costo por clic.
obsessed with search campaigns. It's what they focus on. They want to take advantage of the searchers intent which obviously leads click toclick to more that, search is a great place to start. But once you start generating some conversions, you absolutely have to expand to other campaign types. Not reasons. One, search is really expensive. Because you, as a Google obsessed with search. It's potentially overvalued. It's certainly the most going to pay way more in terms of cost per click there than you would in the other elements of Google Ads. ads on YouTube often ads in display definitely…
Escúchalo en el minuto 8:42
Optimización de campañas publicitarias basada en ROAS y coste por conversión
Medición y experimentosBasa más del 90% de las decisiones de optimización en el ROAS o el coste por conversión, evitando evaluar campañas o creatividades con métricas de vanidad como clics o impresiones.
simplify when it comes to optimization and bring it down to we're going to primarily look at our return on ad spend or our cost per conversion if all your base 90 plus% of our optimization decisions around. That's when you decide does this campaign work or not? Does this ad creative work or not? Does this offer work or not? It's around that because that's what determines the fixated on these vanity metrics. Yeah. very good with this campaign, but look at all the clicks. Look at all the impressions. That's silly. That's like
Escúchalo en el minuto 22:51
Subcontratar creatividades de vídeo para Performance Max a microinfluencers
Canales de adquisiciónPara nutrir de recursos visuales y de vídeo a campañas multicanal como Performance Max sin producirlos internamente, es recomendable contratar a microinfluencers y creadores de nicho. Estos perfiles ya cuentan con equipo de grabación, soltura frente a cámara y autoridad para captar la atención y generar confianza de forma asequible, mejorando notablemente el ROAS frente a los vídeos corporativos genéricos.
max. And performance max campaigns are going to ask you for some ad creative. then you will be asked for images and videos. And most Google advertisers are that's you don't need to learn how to produce highquality image or video assets yourself because instead I'm going to recommend that you hire influencers to do it for you. Right? And influencers are much better at grabbing face recognition, brand recognition. That's the first part. Secondly, their recommendation carries weight. Think of good at it. Influencers become influencers because they're good on camera. They're good at grabbing…
Escúchalo en el minuto 11:14
Consolidación de estructura de campañas en Google Ads
Canales de adquisiciónEn la gestión moderna de Google Ads, la estructura óptima consiste en consolidar campañas y grupos de anuncios al mínimo posible, evitando la hipersegmentación granular y limitando la separación a casos específicos como tráfico de marca frente a no marca.
overly segment ad groups still. there's theme here of what I'm going to talk about when it comes to campaign structure is that we are consolidating campaigns. We are using far fewer than we used to. We used to separate out things into lots of detail, not just the campaign, but also at the ad group level. Doing that as lit as possible. That's sort of the overarching thought when you do want to actually separate campaigns, anything I don't mention, by the way, don't separate out your campaign. So these are the things when you do want to separate out your campaigns. It'll be brand versus…
Escúchalo en el minuto 3:51
Ajuste de pujas por adquisición de clientes de alto valor en Google Ads
Canales de adquisiciónConfigura reglas de valor de conversión incremental para nuevos clientes de alto valor en Google Ads, aumentando la puja si el valor del cliente justifica pagar más por su adquisición.
adjust your bidding to help you acquire our bid to say look, I'm willing to pay more for new customers. And then we've got this new customers high value got add an incremental conversion value know what? I'm willing to pay two or three times as much for one of these new highv value customers because they're worth 10 times more to my business. A great trade, but you need to feed Google
Escúchalo en el minuto 20:06
Implementación de rastreo híbrido (navegador y servidor) para optimización algorítmica
Medición y experimentosEs indispensable contar con seguimiento tanto a nivel de navegador como de servidor para alimentar a los algoritmos publicitarios con datos limpios de conversión, lo que permite una correcta optimización de pujas automatizadas.
So, you have to get both browser and serverside tracking set up. Google's AI, which does a lot of the heavy lifting, needs accurate data. It needs conversions. It needs to know who is converting, who isn't, in order to be able to optimize properly and get you the best Google ad results. Sounds boring. Sounds like an afterthought. It absolutely isn't. And actually, when you it for you. But, you need both browser and serverside tracking setup. No excuses for not. You're really just shooting yourself in the foot when it comes to Google Ads if you don't. Also
Escúchalo en el minuto 17:25
Criterios para segmentar campañas en Google Ads
Canales de adquisiciónEn Google Ads, separa en campañas distintas la búsqueda de marca (para protegerla de competidores), las ubicaciones que requieran mensajes o idiomas diferentes, y las líneas de producto o servicios fundamentalmente distintos. No separes por meras variaciones de producto (como colores) ni por niveles de precio de un mismo servicio, a menos que el público objetivo y la oferta sean sustancialmente diferentes.
brand name of your company, a branded campaign, you're probably familiar with with what that is. That wants to be kept separate from other campaigns, operates people search for that stuff, they find you as opposed to competitors, particularly if there are sneaky little competitors bidding on your keywords on instance. Another one might be location. So if we're targeting different countries, we might separate those out we're going to need to tailor the messaging, maybe even change the language of your advertising depending Don't do it for different product variations. So I don't want you to be…
Escúchalo en el minuto 5:00
Carga y segmentación de clientes de alto valor como first-party data en la plataforma publicitaria
Medición y experimentosAlimentar las plataformas de anuncios con listas de clientes segmentadas (como el 10% o 20% con mayor valor de compra) permite que el algoritmo optimice la captación hacia perfiles de prospectos con potencial de alto valor y no solo volumen bruto de clientes.
make sure that you get external data. So things like email list added to your Google ad account and then segment out. So let Google know who your customers are, but also who your highv value customers are. If you're able to accurately track that, be like, "Yeah, we get all these customers, but this top 10%, this top 20%, those are the ones that are really valuable. Those are the ones that we really want." Because if you get that data added to your Google ad account, that can really affect how Google optimizes your campaigns. And you can say to Google, "Hey, don't just get me more customers…
Escúchalo en el minuto 19:29
Canales de adquisiciónEscalar campañas publicitarias como Performance Max no consiste únicamente en elevar el presupuesto, sino en incrementar la producción de creatividades y diseñar ofertas diferenciadas para captar segmentos adicionales de la audiencia objetivo.
when you scale, don't just increase the budget. Yes, that's a part of it. Also look to increase the other elements of output. So, do we need more creatives to be able to make our performance max campaign scale further? Do we need to come up with more offers to be able to keep things fresh and allow us to reach more people? Maybe the current offers reach this segment of target audience well, but you know, maybe they don't reach this segment of target audience. Well, let's look to uh to go ahead and
Escúchalo en el minuto 17:00
Medición y experimentosEl seguimiento nativo de plataformas como Google Ads puede reportar considerablemente menos conversiones de las reales, llevando a pausar erróneamente campañas rentables si no se cuenta con atribución precisa.
well. Without accurate data, you are 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 that the six from highros is the 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
Escúchalo en el minuto 21:15
Obsolescencia de las estrategias de puja manual en Google Ads
Canales de adquisiciónEl uso de pujas manuales en Google Ads es una práctica obsoleta e ineficiente frente a los algoritmos automatizados actuales y debe evitarse en casi todas las circunstancias.
much reliance on outdated tactics, right? Like manual bidding is still used. I mean, manual bidding with Google Ads is like still communicating via pigeon, like sending letters through carrier pigeons. Very much outdated. Not the way you want to go in almost all circumstances, but Google advertisers still use it. They
Escúchalo en el minuto 3:30
Oferta y precioNinguna optimización de campañas publicitarias puede compensar de forma sostenida a un producto o servicio que carece de valor objetivo superior o diferenciación clara frente a la competencia.
Google ad account, no matter how perfect your ad campaign is set up, if you don't have something to offer that is objectively good and differentiated from some way from what your competitors offer, as only so far a really good ad campaign can take you. And that is not of your choice. But that is something that you need to do if you want massive business, they have an offering that is objectively good. They're not offering competitive advantage. But there needs to be something else, something
Escúchalo en el minuto 23:50
Definición del presupuesto inicial para pruebas de adquisición pagada
Medición y experimentosEl presupuesto inicial para validar nuevas campañas debe ser una cantidad que el negocio pueda permitirse perder sin riesgo financiero, pero lo bastante representativa como para que una pérdida genere interés y disciplina en el seguimiento.
Firstly, start with a budget that you can afford to lose. There's no guarantee that your Google ad campaign will work really well out of the gate, and should it fail, you don't want you or your company to be in financial difficulty. So, start with something you can afford to lose, but don't make it so small that you don't care. It doesn't want to be a rounding error. It doesn't want to be a tip that you would leave when you go into a restaurant. It wants to be something that you can lose it, but it would sting a little bit. Oof, don't really like the sound of that. That's normally the sweet…
Escúchalo en el minuto 16:18
Riesgo de fatiga de oferta por escalada de descuentos y garantías insostenibles
Oferta y precioCompetir en adquisición entrando en una guerra de ofertas extremas con descuentos cercanos al 90% o garantías inverosímiles distorsiona el mercado, satura a los prospectos y destruye los márgenes de rentabilidad, obligando a buscar diferenciadores alternativos.
we've got offer fatigue. Now, I think distorted the market for a lot of industries when it comes to the offers ads. It's almost like we're in an arms race for offers. One business offers something incredible, another one has to up it. Right. You're going with a 70% discount. We'll do 80%. Well, we'll do 90%. Well, we'll do 95%. We'll do 99% discount. It's like, great, you won the offer battle, but good luck making a profit with a 99% discount. I'm being guaranteeing the most insane things, we will get you your absolute desired outcome in 45 seconds or less or I give prevalent. You think you…
Escúchalo en el minuto 2:09
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