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Why Your Google Shopping Ads Aren’t Converting — And How to Fix It
23 ideas de marketing sacadas de «Why Your Google Shopping Ads Aren’t Converting — And How to Fix It», de Aaron Young | Google Ads | Define Digital…
- 23 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 38 min
- Publicada en 2025
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Canales de adquisiciónPara evitar que Performance Max encarezca los costes por clic al intentar abarcar todo el embudo, conviene configurarlo exclusivamente para la captación de nuevos clientes (excluyendo búsquedas de marca propia y competidores) y gestionar el remarketing mediante campañas de Display independientes, manteniendo Shopping estándar para la conversión de fondo.
search and shopping get those converting where they need to convert and then when we add in PMAX we're actually adding it but it's got a lot of settings in it. So we are targeting it for new customers also taking out not only their own brand, but we br out some different competitor brands that they're bidding adding in extra display campaigns for remarketing is we're taking the load off PMAX uh to remarket because I was finding the CPCs were increasing with getting it to only do that initial click or driving and finding new traffic and
Escúchalo en el minuto 30:28
Estrategia presupuestaria 70/30 para campañas de vídeo y conversión
Canales de adquisiciónEn publicidad de vídeo (YouTube Ads y Demand Gen), conviene dividir el presupuesto asignando un 30% a campañas enfocadas en reproducciones (views) para alimentar el algoritmo y generar audiencias de retargeting comprometidas, y un 70% a campañas optimizadas para conversión directa.
it works is a 7030 split on conversion versus basically view-based advertising. So getting like figuring out, okay, let the engine go on 30% of the budget on views and just hammer those views because that feeds into the system. who actually viewed your ad and then it can counter retarget and know okay this audience we need to target more because they actually view the ads they don't necessarily convert but they engage they do things they maybe some cases visit the website but if you don't have that 30 30% and the range is a little bit from industry but 30% is a good place to start of your…
Escúchalo en el minuto 37:19
Canales de adquisiciónConcéntrate en optimizar los títulos de producto incorporando la marca y la taxonomía específica del artículo (por ejemplo, 'polo t-shirt' en vez de términos demasiado genéricos como 'ropa'), dejando que los algoritmos de smart bidding identifiquen qué términos convierten mejor.
availability. So the title is really that's where the 80% of your work, 90% of your work and effort and that you can simple, it's just stuff the heck out of the out of the titles, keyword stuff them like get the brand in there. If still do it. Get your product types in there or categories, whatever you want to call it. Whatever taxonomy you have, say that's your taxonomy for t-shirts, and then polo, get polo in there. Get polo t-shirt in there. Shouldn't get clothing. So don't go too generic in the keywords yourself, but in general, you can't go wrong here. Like add everything and Google will…
Escúchalo en el minuto 13:44
Estructuración de campañas de Google Shopping según volumen de catálogo y plan comercial
Canales de adquisiciónLa estructura de campañas en Google Shopping debe alinearse con la estrategia comercial: marcas con pocos productos (5-10 SKUs estrella) solo necesitan separar productos héroe del resto, mientras que catálogos extensos requieren segmentar por estacionalidad, rotación de promociones o rentabilidad para poder asignar objetivos de ROAS diferenciados.
lot of products, have maybe five to 10 hero SKs. From a shopping perspective, much you should do. You should probably split your products into your hero SKUs and then everything else and that's it. that's where you can start segmenting the products into bestsellers and unprofitable products for instance. Or you can split them into based on a seasonality. Best example is like summer up. Once that's in the same campaign, coming, you want to lower your roas for last 6 to 9 months. You can't do that in examples, but the gist of it is to think about what's your marketing plan, what's your business…
Escúchalo en el minuto 25:05
Canales de adquisiciónSi una cuenta de Google Ads tiene baja tasa de conversión, se debe descartar la concordancia amplia y restringir la inversión a palabras clave específicas y eficientes. La concordancia amplia solo debe añadirse como mecanismo de expansión una vez que la base ya convierta con rentabilidad comprobada.
types. Broad match tends to be a problem keywords as much as possible, but if you have a low conversion rate, you want to tighten the grip. You want to focus on the keywords that you've actually chosen and that have chosen to perform. You don't want to expand. You want to focus on being efficient. Scale the efficient parts of your account first and then you efficiency but if you have a low conversion rate today skip broad match
Escúchalo en el minuto 4:01
Medición y experimentosLas campañas de Performance Max trabajan de forma aislada y no comparten datos entre sí. Fragmentar el presupuesto en demasiadas campañas PMax reduce el volumen de conversiones individuales por debajo del umbral óptimo (alrededor de 100 conversiones mensuales por campaña), lo que degrada el rendimiento del algoritmo y estanca el ROAS entre el 200% y el 400%.
with no big like multiple PAXs that are all crossing. They get caught in this band of rows between 200 to 400%. And they can't scale. The pro the problem that happens when you create multiple PMAX campaigns is that they all work in silos. They don't talk to each other. brand then you're just splitting up all the data and it really doesn't speak together. They they don't talk together. and 100 in another. Once you get down to like that 100 conversions per month level, the performance drops off. It doesn't know what to do, and you're much better having one campaign or two or three. So, yeah…
Escúchalo en el minuto 31:38
Canales de adquisiciónCuando se agotan las tallas más populares de un producto (o alrededor del 60% del stock clave), la tasa de conversión suele desplomarse mientras Smart Bidding sigue pujando con datos históricos; se recomienda usar etiquetas personalizadas y reglas para marcar el producto completo como fuera de stock y evitar desperdicio de presupuesto.
like if you have a lot of varants then it could be it's typically sizes. If you have like if you're selling apparel and your most popular sizes are out of stock conversion rates will typically plummet. So you can set a custom label based on how many variants or how many sizes are in stock and then you can kind of get an from that you can say okay once we are 60% out of stock of the of the most popular sizes then conversion rates plummet and we should actually just from that point on we should actually just set the entire product no matter the variant to out of stock. We don't want to have…
Escúchalo en el minuto 21:43
ConversiónLa extensión y nivel de detalle de una página de destino deben adaptarse a la fuente de tráfico: el público proveniente de contenido orgánico de formato largo ya llega pre-vendido y sufre una caída de conversión si se le sobrecarga con información innecesaria, mientras que el tráfico frío de anuncios pagados requiere una página completa con educación sobre la marca, pruebas sociales y argumentos detallados.
this brand, I know that if I get people coming in from my YouTube videos, we really don't need much on their landing page at all. Whereas if they're coming in from a paid ad, we have to tell a completely different story because we've even found like especially if they're coming in from our YouTube content, the conversion rate goes down if we confuse them with the whole information. They just because they're ready to buy, they're ready to and so it's a very very streamlined process. Whereas if they're coming in from a paid ad, we're having to start that whole process through. we're going to…
Escúchalo en el minuto 9:32
Canales de adquisiciónSmart Bidding en Google Ads necesita un volumen elevado y estable de datos de conversión para optimizar eficientemente. Dividir las campañas en estructuras excesivamente granulares (con pocas conversiones por campaña) perjudica el algoritmo; es preferible unificar estrategias de puja para concentrar los datos.
supposed to do that. So is the account too granularly set up? Like is is the campaigns all split up into 10 20 30 conversions each? Because the optimal setup today is as much data as humanly possible for smart bidding. And in some can set up one bit strategy to cover multiple campaigns so you get more data I like to just go you need 10x the thing the the data that Google says for it to significantly. So really want to make sure that the data is stable and everything gets fed into smart bidding
Escúchalo en el minuto 1:49
Canales de adquisiciónRellena absolutamente todos los atributos posibles en el feed de productos (color, tamaño, material, paquetes, eficiencia energética), sin importar si son obligatorios u opcionales; alimentar al algoritmo con el máximo volumen de datos estructurados genera mejoras graduales y consistentes en visibilidad y rendimiento.
one, the foundation, the hygiene tasks. It's basically just give as much data as you humanly possibly can to go fill out all the attributes. Yes, there are some you're in this industry. Doesn't matter. Fill it all out. Like yeah there there's filling out everything from energy efficiency level to multiacks to bundles to materials to color to size fill it So in any case, just get all the data in there and all the fields that you have in there. We have seen great results just adding all the fields. And the we then I fixed the feed, added all the stuff that was all the attributes are supposed to…
Escúchalo en el minuto 11:33
Riesgo de optimización por CTR en Responsive Search Ads ante la escasez de datos de conversión
Canales de adquisiciónCuando los anuncios responsivos de búsqueda (RSA) no disponen de suficientes datos de conversión, el algoritmo recurre a favorecer los titulares con mayor CTR. Esto puede dañar el rendimiento global, ya que un CTR alto atrae clics pero no asegura una buena tasa de conversión final.
these days is like responsive search ads need a lot of data to find the best performing and when I say performing the best converting headlines, it needs a lot of data to do that. Otherwise, it's going to revert back to CTR. And in my sense, but you can have a high CTR headline and you're going to have a low CTR headline. That doesn't mean that one will convert better or worse than the other. Like a high CTR headline can convert horribly and a low CTR headline can convert really well. But the way that Google is structured today and the way responsive search ads are structured, it will focus…
Escúchalo en el minuto 3:13
Simplificar la estructura de cuentas para potenciar Smart Bidding
Canales de adquisiciónConsolidar y simplificar la estructura de cuentas en Google Ads mejora el rendimiento de Smart Bidding, ya que agregar mayor volumen de datos en menos entidades permite que los algoritmos de puja aprendan y reaccionen más rápido que si se hipersegmentan.
side is really all about data aggregation like simplifying count structure so that smart bidding doesn't have to jump from one thing to another. I just see it again and again and again. Simplifying accounts perform better. And perform really well if we segmented things out, but as the algorithms are getting better, as quote unquote AI is getting into it, it can figure all these Smart bidding can perform with X amount of data, but the more data it gets, the faster it can react. That's why it can perform better the more you simplify an
Escúchalo en el minuto 24:16
Canales de adquisiciónEn los títulos de producto de Google Shopping, Google solo indexa hasta 150 caracteres y la interfaz suele mostrar únicamente los primeros 70. Por ello, la información más crítica y los términos de búsqueda clave deben colocarse al principio del título.
with. just within 150 characters everything beyond that doesn't get read anything beyond 70 characters are not shown yeah so most important stuff in the beginning and then we can start
Escúchalo en el minuto 17:10
Diagnóstico de fallos de conversión en Google Shopping frente a términos de búsqueda relevantes
ConversiónSi una campaña de Google Shopping genera impresiones y clics para términos de búsqueda perfectamente relevantes pero no convierte, el fallo no está en la herramienta publicitaria sino en los fundamentos comerciales: competitividad de precios, propuesta de valor, diseño de la landing page o posicionamiento de marca.
principle of Google. You have a product, people search for that product, you serve an ad for that product. If that doesn't convert, then something is wrong. It's just the basic thing. And then that's really where we go into like are we priced competitively or not? Do we even have a right to sell first and foremost? like is are we how is our landing page how the search terms relevant that's relevant. He goes yes. So it has to come back to if the search terms are relevant and as you said like if they're not buying there is something fundamentally not because core function of Google is people…
Escúchalo en el minuto 5:18
Medición de YouTube Ads por impacto incremental a 90 días y encuestas post-compra
Medición y experimentosYouTube Ads rara vez funciona como un canal rentable bajo atribución de clic directo inmediato; para juzgar su rentabilidad real se debe analizar el crecimiento incremental (uplift) de ingresos a 90 días y recopilar atribución declarada mediante encuestas post-compra.
think about YouTube. Look through your post purchase service. Look through your incremental revenue when you run YouTube ads. Don't expect it to be an outright click conversion driver. Unless you have direct response performance. But outside of that, it it's really not a performance medium directly. And that's we're saying that people it's very very common that the video line will look like a look like a loss. what we need to be looking at is 90 days from now, what's the total uplift of the campaign and it counts. So yeah, exactly. If I if
Escúchalo en el minuto 35:19
Riesgo de atribución engañosa por conversiones de visualización interesada en YouTube Ads
Canales de adquisiciónLos anuncios de video en YouTube (o insertados en Performance Max) generan conversiones fantasma a través de métricas como las 'Engaged-View Conversions', donde se atribuyen ventas solo por reproducir 10 segundos de video sin haber hecho clic, a menudo infladas por consumo en canales infantiles o de música en dispositivos compartidos.
Fact number two is all the waste on YouTube. There is kids channels, music channels, like there's so much waste in there and the way that they track and measure conversions just keep also came out with something called engaged view conversions. Yeah. And I And when I looked at it, was all engaged view conversions, which means that somebody saw the ad for 10 seconds and then they converted, but they never clicked. And then it was all kids channels. So what happened? All parents gave their phone to the kids. They look at a videos and it appeared as if there were conversions. That also applies…
Escúchalo en el minuto 33:30
Diferenciación creativa de anuncios entre Shorts e In-Stream
Canales de adquisiciónLos anuncios en YouTube Shorts deben parecer contenido orgánico o testimonios de clientes para evitar que el usuario haga swipe de inmediato, mientras que los anuncios In-Stream deben asumir un formato publicitario explícito para transmitir rápidamente su mensaje durante la interrupción del vídeo.
even the types of ads that are working on shorts versus in streams are completely different. Like we're finding for shorts, things like video testimonials that things that don't look like an ad because they don't scroll off them straight away. Whereas for a inream, you've got to look like an ad and you've got to appear like an ad because you're interrupting them. So, you've got to get that message across.
Escúchalo en el minuto 36:36
Canales de adquisiciónEl motor de subasta y entrega de Google para una campaña de Performance Max configurada únicamente con el feed de productos (feed-only) es idéntico al motor de Standard Shopping, sin diferencias operativas en su rendimiento de shopping.
thing. There's no difference between the engine in standard shopping and the engine in PMAX. Well, especially now do product like you can do feed only and she like I can do that and he goes yeah it's no change from standard shopping but then you technically get the pmax there's no difference so I just I want
Escúchalo en el minuto 28:57
Canales de adquisiciónEl atributo Product Type en el feed de Google debe usarse para mantener una taxonomía jerárquica clara que facilite el análisis y ayude al algoritmo de Smart Bidding a agrupar el rendimiento por categorías, evitando saturarlo de palabras clave artificiales (keyword stuffing).
levels. In the last 18 months, Google have come out and said that it does have some impact in how they a do smart bidding. So as they've grouped products together in that taxonomy, then they will look at product type or category performance and group them together. So stuff there as well. I highly discourage people from doing any actual keyword yeah, no like don't stuff your keywords there. It's primarily for your own ability to analyze results year over year, have good taxonomy, build your
Escúchalo en el minuto 18:33
Canales de adquisiciónLas grandes marcas pueden permitirse omitir palabras clave genéricas en sus títulos porque Google ya tiene un historial acumulado de CTR asociando su producto a esos términos. Las marcas pequeñas o nuevas carecen de ese historial y necesitan incluir explícitamente las palabras clave de búsqueda relevantes.
product title the the reason why big brands get away with it because I run I why we get away with it is because we've been running ads for a long time So Google has history that your product can show for this search term and have a decent CTR, you're locked in. You can technically technically you can then remove the keyword from the title and why the you can't look at what other people are having in their titles and think that you can get away with it especially if you're a smaller brand or just starting out because you have none
Escúchalo en el minuto 15:25
Canales de adquisiciónConfigurar un mismo objetivo de ROAS en Performance Max para canales con dinámicas de conversión tan dispares como Búsqueda, Shopping, Display y Video resulta ineficiente y provoca que la plataforma concentre el presupuesto en shopping/búsqueda, destinando un porcentaje mínimo a vídeo y display.
that. My concern with PMX have always been that I don't believe in the overall mantra that you can give search, shopping, display and video the same row as target. It's proven today across the world. Performance Max does not deliver anything on display and video. No, it top of video. I think the highest was it was about seven or eight% spend on on
Escúchalo en el minuto 27:39
Diferencia competitiva entre el embudo de Meta Ads y el de Google Ads
Canales de adquisiciónA diferencia de Meta Ads, donde el usuario transita por un embudo aislado y controlado (anuncio, landing page y producto), en Google Ads se entra en competencia directa inmediata contra los actores más grandes del mercado que ya dominan la intención de búsqueda, elevando las barreras de entrada.
deserve to be in Google because like whatever funnel they build on meta like you you show your ad, you show your landing page, you show your product. It's very it's a it's a very like isolated funnel where the second you you advertise on Google, you are in direct competition with the biggest players that are out there because they have already captured barriers for of entry is is quite a bit higher than you would think and
Escúchalo en el minuto 10:16
Google utiliza la categoría de producto para comparar rendimiento en subastas
Canales de adquisiciónGoogle Ads utiliza el atributo de categoría de producto (Google Product Category) y datos indexados para comparar el rendimiento de tus productos contra competidores de la misma categoría, influyendo en la adjudicación de subastas y en el funcionamiento de Smart Bidding.
next one, Google product category. If you're in the jewelry space, then they will use that Google Google product category for your different products to see how you compare it to competitors that. But they definitely use it. Uh and and they use it actively and they the algorithms use it all. That's why again actually looking at how your products are appearing and performing against other products in the same category, they do take that into into account for how your smart bidding will operate
Escúchalo en el minuto 20:27
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