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What the Latest Google Ads Updates Mean for Businesses & Brands
20 ideas de marketing sacadas de «What the Latest Google Ads Updates Mean for Businesses & Brands», de Aaron Young | Google Ads | Define Digital Academy…
- 20 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 39 min
- Publicada en 2025
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Estrategia y decisiones de negocioPara vencer la resistencia al uso de IA generativa por temor a que compita con el puesto de trabajo, establece como requisito en cada reunión individual (1 a 1) que el empleado comparta un uso exitoso de IA y un intento fallido aplicado a sus tareas habituales.
people really don't adopt it because they might see it as oh it's a competitor to my job. So I said a requirement every time you have a one-on-one with me, you need to tell me what you did with AI that was successful and what you tried with AI where you failed and maybe didn't deliver what you expected. So it just gets people in the mindset of of taking it to that next level, trying some of these things, actually deploying it for their jobs.
Escúchalo en el minuto 28:51
Estrategia y decisiones de negocioAl contratar perfiles júnior, la expectativa no debe ser que ejecuten manualmente tareas lentas (como armar listas de palabras clave desde cero), sino que dominen el prompting en IA para operar desde el primer día al nivel de rendimiento de un profesional de segundo o tercer año.
you've seen as well recently, but hiring junior people into an organization, you shouldn't expect them to do the junior level role. You should expect them to be able to use generative AI to immediately become uh perform at a second or third year level, right? So what that means is if you've never done keyword management, to make a simple example, right? But you've never done keyword management before, like you shouldn't be spending a day building a keyword list. you should be figuring out how to prompt for that and get something back from AI in a matter of hours and then very quickly upskill…
Escúchalo en el minuto 27:57
Estrategia y decisiones de negocioAl contratar talento junior en una organización, no se debe limitar su rol al nivel básico tradicional, sino exigir y capacitar para que aprovechen la IA generativa y alcancen de inmediato el rendimiento de un profesional de segundo o tercer año.
hiring junior people into an organization, you shouldn't expect them to do the junior level role. You should expect them to be able to use generative AI to immediately perform at a second or third year level. Fred is not only the
Escúchalo en el minuto 0:00
Estrategia 'Power Pack' combinando Search amplio, Performance Max y Demand Gen
Canales de adquisiciónPara maximizar la cobertura publicitaria en el ecosistema actual de Google Ads, se deben combinar en la misma cuenta campañas de Search con concordancia amplia (broad match), Performance Max y Demand Gen.
search maps, you have to use basically the power pack, you have to use broad match keywords and all of these things the past. I'm like, yeah, actually we do referencing there, it's a com using combination in the same account of AI max and your search campaigns, uh, performance max and then also demand gen sort of everything bundled together in
Escúchalo en el minuto 15:03
Estrategia y decisiones de negocioCambiar continuamente de modelo de lenguaje para usar siempre el que lidera los benchmarks consume ciclos operativos valiosos; es más eficiente seleccionar y dominar la herramienta que mejor resuelva cada tarea específica (código, redacción, etc.) que perseguir mejoras marginales.
Honestly, I think as business owners, you can switch from one LLM to the next and just chase the one that is currently the best one. But honestly, they're leaprogging each other. This is fairly common technology at this point. And you'll find the one that works best for you. And then one might be better for coding, one might be better for blogs, and you'll figure that out. But I have stopped trying to always be on the best and latest one because it is just going to take up so many cycles compared to me being actually productive. But that
Escúchalo en el minuto 2:09
Medición y experimentosEn lugar de activar de golpe nuevas configuraciones o funciones automatizadas en campañas de búsqueda, se deben habilitar primero a través del marco de experimentos de Google Ads (que clona la campaña en paralelo) y mantenerlas activas de forma definitiva solo si superan el rendimiento del control.
And so many things they're introducing, you can turn on as an experiment. So you don't have to even with search, you don't have to make the leap into it. You even though it's a toggle, you can still say, I want to toggle it on, but you run it as an experiment and then only if it's actually performing better, then turn it on fully for me. And so, uh, we way that they set that up, it's it's basically replicating that existing campaign and running kind of a clone of that. Yeah. So that they can get the
Escúchalo en el minuto 36:41
Adopción de herramientas de IA en Google Ads para asegurar visibilidad en AI Overviews
Canales de adquisiciónPara mantener la elegibilidad publicitaria en los resúmenes y modos de búsqueda generativa (AI Overviews), los anunciantes deben migrar hacia concordancia amplia (broad match), Performance Max y formatos multimedia, ya que limitarse a concordancia exacta tradicional excluirá a las marcas de las subastas o encarecerá drásticamente los costes por clic.
that they're probably only going to give in most cases one maybe two ad placements inside of that prompt or inside of that AI overview. And for me, businesses who are only targeting, you know, your traditional exact match keywords. they're just they're not even going to appear in those auctions or the cost is going to skyrocket and it's going to make it unprofitable. Um so for start investing in other things like display like uh uh like video so that you need to use the AI enabled facilities of Google Ads to maximize your chances of of being in AI mode or AI overs. So if you're not doing…
Escúchalo en el minuto 20:27
Reducción del presupuesto mínimo para pruebas de incrementalidad en Google Ads
Medición y experimentosGoogle Ads redujo el umbral de presupuesto requerido para ejecutar pruebas de incrementalidad de más de 100.000 dólares a partir de 5.000 dólares, facilitando que anunciantes de menor tamaño demuestren el volumen real de ventas atribuibles a la publicidad frente a conversiones orgánicas.
introduced new incrementality testing which now works as low as $5,000 budgets. Yeah. That's another big one for smaller advertisers. In the past, by the way, this cost $100,000 and up. So, it was really out of reach. But now, if Like, because you're going to make sales anyway. So, how many of these sales are legitimately driven by search advertising? An increment incrementality test at $5,000 is going to prove it to
Escúchalo en el minuto 37:58
Los dos pilares del éxito en plataformas publicitarias: comprensión del negocio y dominio técnico
Canales de adquisiciónEl éxito en campañas en Google Ads u otras plataformas digitales requiere dominar dos áreas interconectadas: entender la operativa real y los generadores de ingresos del negocio, y conocer a fondo los mecanismos técnicos de la plataforma para alinearlos con esos objetivos comerciales.
always been record saying all the time for any for success with Google Ads or any digital marketing platform, you need to know two things. You need to know how the business works and what are the real drivers for success in that business and then you obviously need to know how the platform works. And it's it's you know you've got to so I think it's really that role of the agency to really really understand the drivers of the business need to need to understand how to best leverage Google or whatever platform they're using for success for the business. Exactly. And so I think uh one
Escúchalo en el minuto 34:08
Auditoría de PMax en nichos y B2B mediante informes de canales y términos de búsqueda
Medición y experimentosAl implementar campañas automatizadas como Performance Max en nichos específicos o mercados B2B, es fundamental monitorizar los informes de desglose de canales, métricas por elemento creativo (assets) y términos de búsqueda reales para evitar el desperdicio de presupuesto en audiencias irrelevantes.
to where you're dealing with a business who is in a smaller niche within a bigger market. So there's a high volume in the search terms but they're only servicing maybe the premium side of the market and B2B and those type of in these early days, take advantage of the new metrics and the new statistics Google also announced that in performance max they're introducing channel reports. Yeah. Now, you you were then the other thing they announced is that for assets, so for like headline parts and description parts, they're adding metrics, all the metrics for all to be much more data coming and…
Escúchalo en el minuto 23:10
Canales de adquisiciónA medida que los motores de búsqueda evolucionan hacia motores de respuestas conversacionales basados en prompts con memoria de contexto, la segmentación tradicional por palabras clave pierde eficacia, obligando a los anunciantes a migrar hacia campañas automatizadas como Performance Max para capturar la demanda.
$20,000 a month and specifically within that Pax is a big opportunity and my and like clearly these are fundamental shifts in how people search for things. It's no longer a search engine. It's like an answer engine. People don't look at links anymore. They look at answers. They look at conversations. Yeah. And keywords. But keywords are going to go away. Like people don't use keywords anymore. People use prompts and you different level of words. A prompt can be either really long and so you can't encompass that in a keyword or it could be really short, but it can have so much memory attached…
Escúchalo en el minuto 13:14
Impacto previo de marca ante la reducción de resultados en resúmenes de IA
Marca y posicionamientoA medida que los resúmenes de IA en buscadores reducen las posiciones visibles a uno o dos enlaces y personalizan resultados según el historial del usuario, se vuelve crítico generar notoriedad y demanda previa mediante video antes de que el usuario ejecute su búsqueda.
whereas if it's getting into AI overviews with specific links that you might they only may be showing one or two responses inside of an answer plus going to be taking into account the user search history, the users previous prompt history, they'll know their buying patterns, all of those things from them. So, if you're not uh using, you know, things like video or to to really get people interacting with you and your brand before they run that search, yeah, it's going to be a um
Escúchalo en el minuto 15:50
Investigación de mercado y clienteVisitar físicamente las oficinas, almacenes u operaciones de un cliente permite observar dinámicas reales que no surgen en reuniones virtuales, aportando el contexto necesario para configurar estratégicamente plataformas complejas y automatizadas como Performance Max.
biggest value ad they did bring nowadays is actually going and visiting their clients. And a lot of people got away from that during COVID, everything became virtual. But they said, "If I actually go to my client's warehouse or I go to their office, just walking around just seeing how they operate like that brings so much strategic insight where you can start connecting the dots with all of these complicated systems from Google because let's face it, like if you can be that one that connects the dots between business, the feet on the ground and how you can use digital marketing to grow that…
Escúchalo en el minuto 33:22
Canales de adquisiciónEl auge de búsquedas conversacionales y multimodales (voz e imágenes) imposibilita captar la intención del usuario mediante palabras clave cortas tradicionales, forzando la adopción de modelos de segmentación basados en IA y sin keywords (keywordless targeting).
personally, the types of searches that how do I express this complicated thing but I cannot put that in less than 10 words in a Google keyword. But then I sit down on my couch and I literally had chat GPT on in the voice mode and I spent half an hour talking to it and I I gave it some photos of things I'd seen in the store and I gave it a photo of my existing house and I said, you know, and again that's the amazing thing where you need to go keywordless because otherwise you cannot capture this right
Escúchalo en el minuto 19:12
La producción de video con IA reduce costos pero exige edición profesional y múltiples iteraciones
Estrategia de contenidosAunque la IA generativa abarata y agiliza la creación de video comercial al eliminar la necesidad de rodaje físico, no es un proceso automático: lograr un acabado publicitario competitivo aún requiere cientos de iteraciones de prompts y habilidades avanzadas de montaje y postproducción.
and obviously the budgets were lower to produce these videos and it's still less do this." Yeah. Well, sure you can, but you're going to have to make significant investments that you didn't do in the past. It's not like pushing a few editing in Adobe you could just see the layers of edits and they said look it definitely saved us time and it definitely saved money but you still needed that level of you know video editor skill and those things to to get the finished polish of what they were was something like they did a thousand generations. Yes, that's the one. One to shoot it, but yeah, you…
Escúchalo en el minuto 10:18
Evolución del tráfico de búsqueda hacia menor volumen pero mayor cualificación y coste
Canales de adquisiciónA medida que los buscadores resuelven más consultas mediante interfaces conversacionales antes de derivar al usuario, el volumen total de clics disminuye y el CPC aumenta, pero el tráfico recibido llega mucho más precualificado para la conversión.
sense because by the time Google drops someone to your website, they're going to be much better pre-qualified. They're probably going to be a much better candidate to actually buy something from you. So by nature, that should be more expensive. Your C your CPA and ROAZ hopefully stay roughly the same, but uh you know, you'll get fewer clicks, you'll pay more money for those clicks, and hopefully they'll be better
Escúchalo en el minuto 25:04
Alimentar la IA publicitaria con datos de negocio avanzados más allá del seguimiento básico de conversiones
Medición y experimentosPara maximizar la eficacia de la IA en pujas y segmentación publicitaria, no basta con rastrear conversiones estándar; es necesario integrar sistemas dispares que aporten datos de márgenes comerciales y calendarios promocionales, requiriendo perfiles técnicos especializados en conectar estos flujos de datos hacia los algoritmos.
about AI and like how good of a job could Google do in terms of figuring out the best bids, the best keyword targeting. Well, usually we talk about just connecting conversion tracking to it. But but what about these other things? What about our margin data? What about the seasonal promotions? And these and this maybe is one of the things that agencies should actually hire for right now is a data expert. Where does the data live? How do you connect it together? How do you feed it to the AI?
Escúchalo en el minuto 35:24
Evolución de las agencias hacia servicios 'Done With You' e integración de IA
Oferta y precioA medida que la automatización y la inteligencia artificial asumen tareas operativas básicas como la búsqueda de palabras clave, el modelo de agencia se desplaza de la ejecución tradicional ('Done For You') hacia la consultoría estratégica y la configuración de sistemas y prompts de IA colaborativos ('Done With You').
Yeah. I think there's going to be a real switch in terms of the agency business relationship and it's more going to be more of a done with you model as opposed to a done with, you know, done for you model. And that done with you model may actually be you know the agency coming in and setting up the correct uh correct tools uh setting up the correct prompts setting up the correct systems the AO systems that there's essentially it's all automated. So I think that the agency model is going to move to more and more strategic approach as opposed to actually getting in and doing the keyword…
Escúchalo en el minuto 32:25
El éxito en Google Ads requiere optimizar factores externos al panel como landings y conversiones offline
Canales de adquisiciónObtener buenos resultados en Google Ads no depende únicamente de la configuración dentro del panel de anuncios, sino de controlar factores externos clave como la medición de conversiones offline y la optimización del rendimiento de las páginas de destino.
with Google Ads and they don't only cover things inside the Google Ads dashboard. We also cover specific training around things like offline conversions and how to increase the performance of your landing pages. All the important things you need for true success with Google Ads. And above all
Escúchalo en el minuto 5:06
Distinguir entre demostraciones agénticas de plataformas publicitarias y funciones operativas reales
Medición y experimentosLas presentaciones de las plataformas publicitarias sobre agentes de IA capaces de diagnosticar y corregir automáticamente problemas técnicos (como instalar píxeles de seguimiento en CMS externos) suelen ser demostraciones conceptuales o de visión futura, por lo que no deben asumirse como capacidades inmediatamente operativas para la gestión diaria de campañas.
agent looked at the setup and said, "Oh, well, it looks like you didn't install the tracking pixel correctly." And then it went one step further and it said, "And I can see that you're using a Wix website. So would you like me to just go and install it correctly on that Wix website?" And so then it goes into Google. It grabs the conversion code. that logs into your Wix website manager and installs it. And that was like that was pretty cool. I mean, if the agent at Gentic AI is able to do those types of things, that's really helpful for businesses whose core job is not marketing because this…
Escúchalo en el minuto 7:57
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