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The Unofficial Google Marketing Live Tailgate

21 ideas de marketing sacadas de «The Unofficial Google Marketing Live Tailgate», de Jyll Saskin Gales | Google Ads Coach. Sobre todo de canales de…

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Las 21 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.

Sube tu lista de clientes solo para leer quienes son

Investigación de mercado y cliente

Un uso que casi nadie conoce: aunque nunca hayas usado tu lista de clientes para segmentar, si la subes puedes entrar en el gestor de audiencias y ver las estadisticas de esa lista. Mientras el grupo sea lo bastante grande para proteger la privacidad, te ensena el reparto por sexo, edad y geografia, y ademas en que audiencias de mercado y de afinidad estan tus clientes. Es investigacion de cliente gratis a partir de…

signal and fun fact i don't know if you knew this todd um that when you upload your customer list into google even if you haven't ever used it for targeting or anything you can actually go into your google ads audience manager and look at audience insights for your customer list so as long as it's big enough to maintain user privacy you can see things like the gender and age and geographic distribution but also like what in-market audiences your customers are on and what affinities they're on

Escúchalo en el minuto 10:30

La segmentacion optimizada viene marcada y puede gastarse el 90% fuera de tu publico

Canales de adquisición

En Google la casilla se llama segmentacion optimizada: eliges las audiencias que quieres para tu campana y, con esa casilla activada, el sistema va mas alla y a veces gasta el 90% del presupuesto en audiencias distintas de las que tu elegiste. Se puede desmarcar, pero viene activada por defecto. El equivalente en la otra plataforma es la casilla que mete tus publicos similares sin preguntar, y la prediccion de los…

and and then it started like there was a little check box that was now pre-checked and it basically said you know we're just going to throw this in when we see it if we're going to see if we see that you've got to look like on these we're just going to throw it in there and you could uncheck it and i think i believe you can still uncheck that but there will come a day and it will not be that far away when they go the google route which is there is no checkbox it's just going to be thrown in because the algorithm says it should be yeah well google's version of that is optimized targeting which…

Escúchalo en el minuto 11:47

Si quieres clientes nuevos, dilo en el valor de conversion

Canales de adquisición

Ante la queja de que el formato automatizado se come el presupuesto en terminos de marca y en remarketing, la respuesta es que el seguimiento de conversiones hace exactamente lo que le pides, ni mas ni menos: si le pides las conversiones mas eficientes, te dara marca y remarketing. Llega una funcion, heredada del shopping inteligente, que permite cambiar el valor de la conversion cuando viene de un cliente nuevo…

and in theory you can do that with performance max hear me out because i'm saying in theory um there's this feature coming to performance max that smart shopping had where you can change the conversion value of the conversion if it comes from a new customer so basically in plain english you can design the set up the performance max campaign to give more weight to new customers versus existing customers and by doing that the theory goes it will spend less on branded terms and you know remarketing and more on that prospecting stuff because it'll give more value to those um and so i say all this…

Escúchalo en el minuto 18:25

A un negocio pequeno, lo primero que le dice es que no use campanas inteligentes

Canales de adquisición

Cuando abres una cuenta nueva no te deja crearla sin mas: te lleva por el asistente de una campana inteligente, que es busqueda con mapas y solo texto. Es lo primero que desaconseja a los duenos de negocios pequenos, porque rara vez da buenos resultados y por una trampa circular: los unicos que usan ese formato son negocios pequenos, que no tienen datos suficientes y muchas veces ni siquiera tienen medidas las…

things does that still exist so that's what a smart campaign is now when you set up a new google ads account you can't just create an account it like walks you through the process of setting up a smart campaign and then when a smart campaign launches it's like search but can also include maps it's text only i hate these things it's like the number one thing i tell small business owners don't want a smart campaign i rarely see them drive good results because it's in that cash 22 the only people who use smart campaigns are small business owners small business owners never mind don't have enough…

Escúchalo en el minuto 26:50

Que es realmente una campana Discovery, y donde se apaga la expansion de audiencia

Canales de adquisición

Una campana Discovery es una campana de display que ignora la red de display y solo se sirve en inventario propio de Google: imagenes en YouTube, anuncios en Gmail, que solo se consiguen asi, y el feed de noticias de los moviles Android. Es inventario premium, muy movil, y la calidad del trafico le parece mucho mejor. El detalle practico para quien se queja de la expansion de audiencia y del servicio irregular: la…

gmb's yeah so for those who don't know a discovery campaign is actually just like a display campaign but it only runs on google owned inventory so it's a display campaign that ignores the display network and instead shows um image ads on youtube uh gmail ads it's the only way to get them although now it's part of pmax as well and the discover feed which is like the news feed on um android phones so it's this higher premium inventory it's very mobile heavy inventory and i find the quality traffic much better um but i predict that you you see a follow-up question discovery can work well but…

Escúchalo en el minuto 23:34

Customer Match: 50.000 dolares de gasto historico, pero la lista suma aunque no la uses

Canales de adquisición

Subir tu lista de clientes a Google para impactarles y construir audiencias similares dejo de estar al alcance de todos: hay que acumular unos 50.000 dolares de gasto historico en la plataforma, llevar al menos noventa dias activo y estar en regla, un requisito que las otras plataformas no pusieron. La novedad que acaban de anunciar es que, aunque no llegues a ese minimo y no puedas usar la lista para segmentar ni…

um as a big part of everything one of the changes google already announced is changes to its customer match product that are interesting so customer match is something you can do on google that facebook and linkedin everyone lets you do where you upload a list of your customers their email addresses or phone numbers or mailing addresses and it's called customer match because then google ads matches the users to your customers to let you target ads to them and to build similar audiences off of that customer list and so it used to be a beta and then anyone could do customer match and then…

Escúchalo en el minuto 8:02

Las recomendaciones automaticas son ciertas y a la vez inutiles con poco presupuesto

Medición y experimentos

Las recomendaciones de la plataforma no mienten: se ve la logica del motor cuando te dice que las mujeres mayores de 65 en Reino Unido convierten mejor, y tecnicamente tiene el dato. El problema es que ese dato es una porcion minuscula del conjunto y el sistema quiere que muevas todo hacia ahi. A escala, la pestana de recomendaciones es muy util; con presupuestos pequenos casi nunca lo es, porque es raro el negocio…

reporting back of that you're talking about it's like you know that we got more conversions among women or something is in any way tied to the current recommendations which are also auto generated then we're just starting on those we're doomed because they're terrible recommendations like in almost all cases they're just or they're just so they're accurate like don't get me wrong you can see the logic of the engine right like you can see you can see the algorithm like you know it's like i've known for some reason they're all the algorithm has a british accent in my head i've noticed that uh…

Escúchalo en el minuto 32:19

Cuantas conversiones al dia necesita la puja automatica para aprender

Medición y experimentos

Sus umbrales, que advierte que no son politica oficial de Google sino su experiencia: para que la puja automatica funcione hace falta al menos una conversion al dia. Si ademas usas una estrategia basada en valor, porque una conversion vale mil dolares y otra cien, sube a unas tres conversiones diarias. Y para el formato automatizado completo, con varios formatos y varias segmentaciones a la vez, calcula sobre la…

you mentioned that um automation and machine learning requires data to learn it absolutely does so for example most of the way you bid for google ads now is through smart bidding automated bidding for automated bidding to work you need to have at least one conversion a day at least one conversion and that smaller budget left like that's not official google policy but just like you got to have at least one conversion a day for it to learn what works yeah and that's if you're just using conversions meaning they converted or different if you're using a value-based conversion strategy meaning…

Escúchalo en el minuto 5:06

Ponte con GA4 pronto aunque parezca una beta

Medición y experimentos

La nueva analitica todavia parece la version beta, pero queda un ano largo de convivencia y merece la pena empezar ya. Lo que hace mejor: entender al mismo usuario entre dispositivos, cumplir con las normativas de privacidad, que en la version anterior era muy dificil de manejar, y traer analitica predictiva y conversiones modeladas. Ademas ya se integra con Search Console y con el Merchant Center, cosa que la…

you know i i think that we've seen you know obviously they want to move us all toward ga4 which is the new i guess privacy aware google analytics um it's much more complicated of course like all these things and a lot of people are running basically two versions of code now which is not the best i think i'm doing that as one is specifically about ga4 um and ga4 shows a lot of promise it still feels like it's kind of the beta version but like we have a full year so like next year we'll be talking about google marketing live ua still won't be gone yet so there's lots of time for us to adapt as…

Escúchalo en el minuto 20:06

Performance Max va bien en ecommerce y mal en captacion de contactos

Canales de adquisición

Su resumen del formato automatizado de Google: donde una conversion significa dinero de verdad en el banco, es decir comercio electronico, funciona muy bien. En captacion de contactos se complica, y no por el formato: cuando la conversion es rellenar un formulario, despues hay que calificar ese contacto y pasarlo a ventas, y esa informacion sobre que contacto era bueno casi nunca vuelve a la plataforma. El resultado…

predictions have come from and so if we've spoken about performance max i guess my tldr on it is that for an e-commerce business where a conversion means like actual revenue in the bank i'm really liking it and think it's doing very well for lead gen it's been much more complicated not because the format itself doesn't work for legion but because when you're legion a conversion is filling out a form and then from there it has to be qualified and go to a sales team and so all that information on what actually makes a good lead often isn't fed back to google ads so you can get a lot of really…

Escúchalo en el minuto 2:29

Lo que deberia asustar a Google no son los anuncios de TikTok, es la busqueda

Canales de adquisición

Su lectura, desde dentro de la cultura de Google: la competencia publicitaria nunca les preocupo demasiado, porque mas plataformas es bueno para el negocio y la competencia trae funciones. Lo preocupante es que TikTok se este convirtiendo en buscador de facto, y algo Instagram: ya se prueban anuncios de busqueda alli, sus videos empiezan a indexarse, y hay una generacion entera que cuando tiene una duda no abre…

how afraid is google of tick tock how afraid do i think google is of tick tock well when i was still there it was barely on the radar um i would think it's much more on the radar now as someone who is a google ads practitioner and not you know speak on behalf of google the part that i think should be scary to google is search the fact that tiktok is becoming a de facto search engine and instagram as well to a lesser degree we've already seen that tick tock is testing search ads so when people search thing on tick tock you can show an ad there and that i think is scary because and i'm not…

Escúchalo en el minuto 39:41

Temas de terminos de busqueda: la transparencia a medias del formato automatizado

Medición y experimentos

El formato automatizado no desglosa los terminos de busqueda exactos con sus impresiones y clics como haria una campana de busqueda, pero si los agrupa en temas: cuantas impresiones y conversiones trajeron los que hablan de tu marca, y cuantas los de una categoria u otra. Es un paso intermedio, y lo mismo esta apareciendo con audiencias: no te dice a quien esta impactando y a quien no, pero si cuales le estan dando…

that going but we're seeing this new thing in performance max that um evolved this year when you look at the performance max announcement from last year it didn't say the speed would be there but it is you can now see something called search term themes so your performance max campaign will not break out for you the exact search terms impressions clicks whatever the way a search campaign would but it gathers them into themes so all the ones about your brand here's how many impressions and conversions those got all the ones about you know google ads course versus the ones about learn google at…

Escúchalo en el minuto 17:23

Ninguna herramienta externa va a tener mejor inteligencia que la de la propia plataforma

Medición y experimentos

Existen plataformas de terceros de atribucion entre canales y herramientas que te dejan montar las campanas de varias plataformas en un solo sitio, pero ella no suele recomendarlas: cada plataforma guarda datos propios que jamas comparte, asi que ese tercero crea su propio charco de aprendizaje y no puede competir. La escala del dato propio es la razon: en cada subasta, para cada busqueda y cada anunciante, el…

that's really coming at scale so maybe that's the time then is it like like well there's also third-party platforms that do that and i usually don't recommend them because again coming from my google lens it's like you're not going to get better ai in google's ecosystem than google's ai because there's a ton of data that google has that it would not share with third-party platforms but there's like triple whale and north beam are more of like an attribution partner that let you do kind of cross-channel attribution there are tons of companies that let you kind of set up your campaigns in one…

Escúchalo en el minuto 37:27

Por que el tutorial de TikTok gano al de YouTube

Estrategia de contenidos

Buscando como hacer tortillas de maiz, uno de los dos fue primero a YouTube y despues a TikTok, y el contenido que encontro en el segundo era mejor y mas facil de digerir. Su explicacion: YouTube premio durante anos economicamente los videos de mas de diez minutos, y aunque ya no sea asi, culturalmente los creadores siguen alargando y divagando. En TikTok, al no haber tiempo, aquello eran dos minutos bien producidos…

youtube yep yep i am increasingly doing that you know like i i made um i made corn tortillas for the first time last night homemade corn tortillas and i a year ago i would have gone to google for that now i went to youtube first and then tick tock and actually and for for searching and actually i got better easier to digest content on tick tock the quality of what i got back was better i think because because with youtube for the longest time youtube would only monetarily reward videos over 10 minutes or at least that was like a target of theirs or something so there's so even though you know…

Escúchalo en el minuto 41:36

La automatizacion no esta pensada para el que gasta veinte dolares al dia

Canales de adquisición

La preocupacion de fondo no es Google en concreto, porque todas las plataformas van hacia lo mismo: el anunciante pequeno, que es la mayoria. La madre que monto una tienda en la pandemia para vender sus joyas no tiene presupuestos de seis cifras, tiene veinte o cincuenta dolares al dia. Los sistemas automaticos se entrenan con datos, igual que un reconocimiento facial necesita un millon de caras, y con ese…

what i worry about are the small budget advertisers which are the majority right we're talking we're talking the mom that during covid decided to set up a shopify store to sell the jewelry that she's just been selling in her community right those don't get six figure budgets those get you know 20 bucks a day you know 50 bucks a day maybe and so whereas having the level of control that you would have previously in sort of the previous and to some extent current world where you can adjust those levers work really well if you only want to sell it to people who like jewelry you can do that right…

Escúchalo en el minuto 3:31

El problema no es perder el control, es no saber que fue lo que funciono

Medición y experimentos

La objecion bien formulada a la automatizacion: perder el control no molesta tanto si los resultados llegan, porque ademas te devuelve tiempo. Lo que de verdad incomoda es no saber que es lo que esta funcionando. Con las campanas de antes podias entrar y ver que al ajustar la audiencia o al cambiar ese titular fue cuando las cosas mejoraron; con las nuevas eso no existe.

that we don't and actually i should say it's not just the lack of control i don't necessarily mind the lack of control because if it's getting results i don't care if it's working i actually don't it's a relief of my time you know what i get bugged by is not knowing what's working like specifically what's working you know so with any of these sort of old school campaigns i can go in and see oh when i adjusted the audience or when i changed this headline that's when things went up we don't get any of that right now

Escúchalo en el minuto 29:42

Los campos del anuncio ya vienen escritos, y parte del texto es inventado

Mensaje y copywriting

Al crear un anuncio adaptable de busqueda, antes la plataforma sugeria titulares y descripciones y tu decidias si los anadias; esta semana se encontro los campos ya rellenados por defecto. Parte del texto venia de su web, pero parte estaba directamente inventado, como haria una herramienta de redaccion automatica. Para ella la senal es clara: pasar de recomendacion a valor por defecto es un empujon deliberado, y…

but automated creative is something we're seeing more and more of i actually just noticed a change in the interface this week and i know google ads runs different changes all the time but i want to create a search ad and usually when you create a responsive search ad it'll include like recommended headlines and recommended descriptions and you just click and they get added but this time when i created a new ad the fields were pre-populated already with what's just with like um it looks like my website and grab some text from there but todd like some of the text was not from my website like it…

Escúchalo en el minuto 28:04

Menos tipos de campana y el shopping como capa sobre todas

Canales de adquisición

Su prediccion central es consolidacion y simplificacion, que los profesionales van a leer como menos control y menos transparencia, pero que ella atribuye a que la plataforma es demasiado complicada, mas que ninguna otra, y eso perjudica sobre todo al negocio pequeno que no puede ni empezar sin formacion y ayuda. Ya han desaparecido el shopping inteligente y las campanas locales, absorbidas por el formato…

um my big prediction actually just shared some of these on twitter and we can kind of shift gears now to predictions is there's going to be a lot of consolidation and simplification and ppc chad and other practitioners are going to interpret that as less control less transparency things being taken away which i fully get my interpretation of it understanding how google works and thinks is just that like the platform's way too complicated google ads in my opinion is way more complicated to use than any other ad platform which makes it really powerful but also i think does most of the small…

Escúchalo en el minuto 14:10

La imagen es la ultima pieza de la creatividad que falta por automatizar

Mensaje y copywriting

El texto lleva automatizandose a trozos desde siempre: los titulares de los anuncios dinamicos se generan solos y los anuncios de shopping salen del feed. El video tambien: el formato automatizado genera video si tu no subes ninguno, y cualquier plataforma monta cinco videos con seis fotos tuyas. La pieza que falta es la imagen, porque las del feed de producto no funcionan fuera del shopping. Su apuesta: que la…

based on that feedback like we're seeing that with text and the text part of ads has been automated in bits and pieces forever like dynamic search ads the headlines are automatically generated shopping campaigns the ads are generated from your feed um you mentioned auto generated video pmax campaigns will create automatically generated video if you don't create your own image is the part that i think is still a big opportunity because the images that come from a product feed are not going to be the ones that will perform well elsewhere but like why couldn't google just go search the stock…

Escúchalo en el minuto 31:21

Buscar es esperar a que te digan lo que quieren

Canales de adquisición

El contrapeso a la preocupacion por el buscador: las palabras clave y la busqueda son esperar a que alguien te diga lo que quiere. La parte mucho mayor de la publicidad consiste en poner anuncios delante de la gente para formar lo que va a querer, antes incluso de que se le ocurra buscarlo, y ahi es donde empujan la analitica predictiva y todas las plataformas.

but then the flip side is like we're also moving into the space where like keywords and targeting keywords search is like waiting for someone to tell you what they want the much larger part of advertising is trying to put ads in front of people to inform what they will want and like before they even think to search and the predictive analytics and all that stuff so more and more of that is coming from google and all the ad platforms yeah as

Escúchalo en el minuto 43:29

Las palabras clave van a desaparecer, aunque no este ano

Canales de adquisición

Su prediccion mas arriesgada, que el otro comparte: habra una edicion del evento anual en la que se anuncie que las palabras clave, tal como las conocemos, desaparecen. Ninguno cree que sea este ano, y a los dos les incomoda, pero lo dan por el camino de las cosas.

i don't know that i think this is gonna happen but like keywords will go away there will be a google marketing live where it's announced that you just keywords as we know them go away i don't think it's this year though i don't think it's this year i agree with you that i think keywords are going to go away and i agree it's probably not going to be this year it makes me makes me completely uncomfortable for obvious reasons but you know that is the way of the world i i'm i'm

Escúchalo en el minuto 35:55

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