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The Keys To Success with Google Ads in 2026
17 ideas de marketing sacadas de «The Keys To Success with Google Ads in 2026», de Ben Heath - Google Ads. Sobre todo de canales de adquisición, medición…
- 17 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 22 min
- Publicada en 2025
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Calificar y descalificar prospectos directamente en el texto del anuncio
Mensaje y copywritingIncluir criterios de exclusión explícitos en el copy publicitario (como requisitos de presupuesto, profesión o ubicación) reduce intencionalmente el CTR al disuadir clics no cualificados, lo que incrementa la calidad del lead, la tasa de conversión y el ROAS final.
product or service is for and who it isn't for to dissuade the people that aren't appropriate from clicking. So you can have in your ad copy, for example, budget criteria or information around what profession someone needs or where they need to be located or all sorts of things that are going to put people off who don't meet that criteria right now. That will decrease your clickthrough rate because the people that aren't appropriate will go, "Oh, okay. Yeah, that's not for me." And they'll move on and they'll click on another ad or on a But that might be better for your business overall…
Escúchalo en el minuto 15:02
Las campañas visuales de Google Ads sufren fatiga creativa como las redes sociales
Canales de adquisiciónLos formatos de Google Ads basados en elementos visuales (como Performance Max, Display y Demand Gen) operan como publicidad por interrupción y experimentan fatiga de anuncios al igual que plataformas como Instagram, lo que exige renovar periódicamente las creatividades para evitar la caída en la interacción y el rendimiento.
and especially important if you're not just running Google search campaigns, but other campaign types that involve creative assets. So, things like display and performance max and demand gen like they fatigue. That's interruption advertising. They fatigue just like a Instagram ad would fatigue. So being able to freshen things up, put new looking stuff in front of people so they don't get bored of it, but also be able to test the the visual element because that's one of the most important parts in whether or not someone's going to engage with the ad and ultimately take the action that you want…
Escúchalo en el minuto 22:21
Medición y experimentosPara determinar el coste por lead (CPL) máximo asumible antes de perder dinero, se multiplica el valor medio del cliente por el margen de beneficio bruto porcentual y por la tasa de cierre de lead a cliente (por ejemplo: un cliente de $1.000 con 50% de margen y un cierre de 1 de cada 5 leads fija un CPL máximo de $100).
leadbased example. Let's assume that each new customer, each new client is worth $1,000. Okay? And again, they operate with say a 50% gross profit margin. So the value of the service deducted the direct cost of labor to deliver that service. So each customer in sort of money in gross profit into that business is worth $500. Let's assume that they convert one in five leads into a client. Therefore, they can afford to pay $100 per lead. Cuz you pay $100 per lead. One in five converts. That's going to cost you $500 in terms of new customer acquired and that's going to be roughly break even for…
Escúchalo en el minuto 3:14
Canales de adquisiciónEn lugar de optimizar de forma aleatoria cuando decae la atención, se debe fijar un calendario recurrente con tareas específicas (revisión de términos de búsqueda y palabras clave negativas varias veces por semana, prueba de nuevos títulos, imágenes y señales de audiencia) para sostener y multiplicar el retorno de la inversión.
talk about is to create and stick to an optimization schedule. When it comes to over time. We have seen many campaigns more than triple the return that they initially got through an optimization the things that I see Google advertisers do is they're too scatter gun in their bunch more and it's too random. It's not So I think it's better to create a list of the things you'll do regularly and set yourself some time in your calendar. Right? This is going to be done once a week. This is going to be done once every two days. This is going to be done once every two weeks. So to give you an might…
Escúchalo en el minuto 20:19
Canales de adquisiciónEn lugar de optimizar de forma aleatoria cuando decae la atención, se debe fijar un calendario recurrente con tareas específicas (revisión de términos de búsqueda y palabras clave negativas varias veces por semana, prueba de nuevos títulos, imágenes y señales de audiencia) para sostener y multiplicar el retorno de la inversión.
talk about is to create and stick to an optimization schedule. When it comes to over time. We have seen many campaigns more than triple the return that they initially got through an optimization the things that I see Google advertisers do is they're too scatter gun in their bunch more and it's too random. It's not So I think it's better to create a list of the things you'll do regularly and set yourself some time in your calendar. Right? This is going to be done once a week. This is going to be done once every two days. This is going to be done once every two weeks. So to give you an might…
Escúchalo en el minuto 20:19
Canales de adquisiciónEn lugar de intentar nivelar los ingresos aumentando el gasto publicitario en temporada baja, es más rentable incrementar el presupuesto publicitario durante los periodos de alta demanda y reducirlo en las épocas difíciles para maximizar el retorno de inversión.
is seasonality, one of the mistakes they then make is they try and correct for it. So, they try and say, "Okay, I know. So during the bad times of year, the times where it's harder for us to get customers, we're going to spend more to try and bring things up to make it more level. And when things are nice and easy, we're going to spend less. So we try and create consistency. That's not normally the best way to go. Normally, it's better to go hard when times are good and ease off when times are hard. You're going to see a better overall return on your ad spend, return investment from your…
Escúchalo en el minuto 11:02
Elegir el tipo de campaña de Google Ads según los datos históricos y antecedentes publicitarios
Canales de adquisiciónPara cuentas nuevas de Google Ads es preferible comenzar con campañas de Search para familiarizarse y acumular datos de conversión antes de pasar a Performance Max; si ya se tienen creatividades validadas en Meta, Demand Gen facilita la transición; y para ecommerce con volumen de búsqueda, Shopping es la opción directa.
these campaign types does this. It works great in this scenario. So, for example, if you previously run ads on meta and you're coming over to Google Ads for the first time, demand gen might be perfect because it's relatively quick and easy to set up. You can use your meta ad assets and run those in demand gen. If you're an e-commerce business, a shopping campaign might be perfect, particularly people are searching for the products that you sell. If you're brand new to Google Ads, you haven't done any other advertising on another platform, I usually recommend starting with search. That's the…
Escúchalo en el minuto 13:01
Apalancar el valor de vida del cliente (LTV) para escalar la inversión publicitaria
Medición y experimentosIntegrar el valor de vida del cliente (LTV) en el coste de adquisición publicitaria permite tolerar costes por adquisición significativamente mayores (hasta 10 veces más), desbloqueando la capacidad de pujar con mayor agresividad y ganar cuota de mercado en plataformas como Google Ads.
get from a customer, you can often then factor that back into your advertising cost and realize we can spend way more than we initially thought. 10 times, 20 still might allow you, like I said, to spend 10 times as much, which can completely change the economics around your Google advertising. allow you to scale, allow you to spend much more, allow you to be much more aggressive, allow you to acquire much more customers and gather up market share. Okay, other
Escúchalo en el minuto 5:02
Medición y experimentosEn comercio electrónico, el ROAS mínimo de punto de equilibrio (break-even) es el inverso del margen de beneficio bruto: un margen bruto del 50% exige un ROAS mínimo de 2x en publicidad pagada solo para no generar pérdidas.
you some examples. So if you are an e-commerce business and let's say you operate with a 50% profit margin, gross profit margin that is, you need to generate a 2x return on ad spend to break even. Because let's say you sell something for $100, it costs you $50 in terms of cost of goods from the manufacturer. You've got $50 left to play with. Therefore, if you spend $50 on ads to generate $100 in sales, that would be a two times return on ad spend. Your break even. Yes, I know there's things like that, but you're roughly break even at that point. Now, you might
Escúchalo en el minuto 2:04
Alinear la ventana de evaluación de anuncios con la duración del ciclo de ventas
Medición y experimentosEl periodo para evaluar el rendimiento de nuevas campañas publicitarias debe determinarse por la duración del ciclo de ventas real del negocio; evaluar a corto plazo (como 7 días) en modelos con ciclos de varios meses subestima los resultados debido a conversiones diferidas en el tiempo.
thing you need to know is how long do convert to a sale. This is going to vary depending on businesses and this is going to determine how long you need to give things before you assess the results. If the average person who becomes a lead takes 3 months to become a customer, whenever you're testing new offer or something, it's going to take you quite a long time to really be that eventual conversion rate that sales cycle than that. But that needs to be factored in. I see too many Google advertisers going, "How long should I wait to assess new ad performance? What, 7 days?" You're like, "Well…
Escúchalo en el minuto 5:33
Medición y experimentosLas decisiones operativas de optimización publicitaria (activar, pausar o escalar anuncios y campañas) deben fundamentarse estrictamente en ROAS o en costo por lead/conversión, evitando distraerse con métricas secundarias intermedias.
opposite. So I like to bring things back to the core metric and I think that most optimization decisions, so which ad should I leave on, which ad should I turn off, which campaign type is performing better, things like that. Those are optimization decisions should be based around either return on ad spend if you can accurately track it within your Google ad account or cost per conversion if you can't accurately track it. So all e-commerce businesses, all businesses do. In which case, you can use cost per lead or cost per conversion as a a way to assess which ads performing better, which…
Escúchalo en el minuto 17:01
Uso de palabras clave negativas extensivas para priorizar rentabilidad sobre cuota de impresiones
Canales de adquisiciónLimitar a propósito la cuota de impresiones en campañas de búsqueda mediante listas exhaustivas de palabras clave negativas descarta búsquedas poco rentables y maximiza el retorno sobre la inversión, a pesar de las alertas del sistema sobre pérdida de visibilidad.
Right now, there are things that you can do to reduce your search impression share on purpose. Normally, you'd want if for example, you've got an extensively built out negative keyword list, that might be limiting not just irrelevant searches from seeing your ads, but relevant searches from seeing your ads that perhaps don't convert as well or lead to people inquiring and getting in touch that aren't as valuable to your business. Perhaps you don't make as much money from them. So, you look a really extensive negative keyword list to really focus in specifically the searches that your ads are…
Escúchalo en el minuto 15:58
Canales de adquisiciónLos negocios de servicios con capacidad operativa limitada y una audiencia templada grande pueden sostenerse principalmente mediante retargeting, mientras que los modelos de negocio con coste marginal casi nulo (como SaaS) necesitan destinar presupuesto a adquirir tráfico frío para maximizar su escala.
advertising is what your business has or the business you're running ads for has in terms of warm audience. Do they have large warm audiences that you can leverage or is it basically all the ad spend going to be spent on cold advertising and that's going to dictate things enormously. So take my business I can effectively just advertise to warm audiences because there's only so many clients we could ever work with, right? We have a done for you service that requires like detailed time, effort, energy. like we couldn't take on 10,000 when we're running our ads, it's mostly going to be just…
Escúchalo en el minuto 8:25
Uso de copy selectivo para filtrar prospectos aunque disminuya el CTR
Mensaje y copywritingReducir deliberadamente el click-through rate (CTR) mediante textos publicitarios explícitos y selectivos permite filtrar a los usuarios no cualificados y mejorar la calidad final de los leads generados.
I want. But there might be things that you're doing specifically for your business in certain circumstances that actively reduce your click-through rate. So, a great example would be using selective ad copy. You may have been running ads on Google Search Network and found that the quality of the leads you're generating just aren't good enough. So, you could start to add in ad copy that make it very clear who your
Escúchalo en el minuto 14:39
Canales de adquisiciónLimitar el coste de adquisición admisible en publicidad de pago al margen de la primera transacción restringe el crecimiento; basar el presupuesto en el valor de vida del cliente (LTV) permite sostener costes por adquisición más altos y captar mayor cuota de mercado.
order? But the absolute best Google advertisers take into account lifetime custom value. So, I'll give you an Google ads for McDonald's, right? And you're like, each customer is only worth $9. we can only afford to pay, you know, $2, $3 in terms of cost per new customer acquired through our Google ads. That would be really shortsighted. You're like, "No, These customers are worth $5,000 over their lifetime. We can afford to pay way more than $2 or $3. We can pay $200, $300." So if you take a lifetime customer view on how much you
Escúchalo en el minuto 4:14
Marca y posicionamientoLa vía más eficaz para construir notoriedad de marca duradera, alcance social y boca a boca es escalar la adquisición rentable de clientes reales que utilicen el producto o servicio, en lugar de destinar presupuesto a campañas de visibilidad abstractas.
conversion. So, one of the things I hear from a lot of business owners, Google advertisers, they say, "Oh, I want some brand awareness. I want more people to know about that. You know, I don't want all my budget to necessarily go on generating leads, generating sales. I want there to be this awareness." And one of the things I I come back with is nothing works better for true brand awareness than having more people use your product or service because they're going to remember it way more than just some random sort of awareness-based ad. way more because they've actually interacted with it. If…
Escúchalo en el minuto 18:09
Segmentación de productos según la temperatura del tráfico
Oferta y precioLos productos introductorios o de nivel inicial son los más eficaces para adquirir clientes desde audiencias frías, mientras que las versiones avanzadas o de mayor complejidad deben reservarse principalmente para audiencias templadas que ya conocen la marca o han probado la oferta básica.
advertising to, but also strategy. So you may well find, and we've had this situation with a lot of businesses, that certain products do really well at acquiring new customers. I touched on this a minute ago. Other ones we can sell, but they only really sell to warm audiences. It could be the difference Well, the beginners's version, the introductory version might sell really well to cold audiences, but perhaps it's the more intermediate advanced is something that people buy once they've
Escúchalo en el minuto 9:36
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