Explora las diferencias entre los anuncios de Google Ads Display y Search, y descubre las ventajas que cada tipo de campaña publicitaria puede ofrecer a tu negocio.
Al estar alineada con tu estrategia de marketing digital, las campañas de Google Ads te pueden ofrecer distintas ventajas, a la vez que impacta en tu marca incrementando tus ventas, o creando mayor awareness sobre tus productos y servicios.
En esta nota te contamos todo sobre las ventajas de las campañas Search y Display de Google, para que le saques un mejor provecho, pero antes …
¿Qué es Google Ads?
Google Ads es una plataforma de publicidad en línea que permite a las empresas mostrar sus anuncios en Google y su red de sitios web asociados.
Google Ads soporta varios tipos de anuncios:
- Anuncios de Búsqueda (Search Ads), que aparecen en los resultados de búsqueda de Google;
- Anuncios de Display (Display Ads), que se muestran en una red de sitios web, aplicaciones y videos asociados;
- Anuncios de Video, principalmente en YouTube;
- Anuncios de Shopping, que muestran productos directamente en la búsqueda de Google con imágenes y precios;
- Anuncios de Aplicación, diseñados para promocionar aplicaciones en Google Play y otras plataformas.
Estos formatos permiten a las empresas alcanzar a su audiencia en diferentes momentos y contextos, desde la búsqueda activa hasta la navegación por contenido.
Search Ads
La anuncios de búsqueda o Search Ads, son campañas que nos encontramos en los motores de búsqueda y que ofrecen información en formato de texto sobre la marca. Estas aparecen cuando un usuario hace una búsqueda con palabras claves relacionadas a la campaña.
¿Dónde aparecen?
Los anuncios de búsqueda se muestran en la parte superior y a veces en la parte inferior de la página de resultados de búsqueda de Google, cuando los usuarios buscan términos relacionados con tus productos o servicios.
¿Cuál es su formato?
Los anuncios de la red de búsquedas son solo texto, pero esto no quiere decir que no podamos ser creativos, puedes generar un copy llamativo con información de interés para las personas que realicen una búsqueda. Es recomendable jugar con las keywords en el copy, agregar sinónimos y varias palabras que se relacionen a tu rubro y tu anuncio para así obtener mayor alcance.
¿Cómo funcionan?
Los anuncios de búsqueda se activan cuando un usuario ingresa una consulta en Google, como «comprar libros online». Google muestra anuncios relevantes basados en las palabras clave que has seleccionado. Si el anuncio coincide con esas palabras clave, puede aparecer en los resultados de búsqueda.
Opciones de Segmentación en Search Ads
- Palabras Clave: La segmentación principal en los anuncios de búsqueda se basa en palabras clave. Podemos elegir palabras o frases específicas que estén relacionadas con el negocio. Por ejemplo, en el caso de tener una tienda de libros, podríamos seleccionar palabras clave como «libros de fantasía», «comprar libros», o «libros inglés».
- Concordancia de Palabras Clave:
- Concordancia Amplia: Muestra el anuncio a usuarios que buscan términos similares a las palabras clave, incluyendo sinónimos y variaciones.
- Concordancia de Frase: Muestra el anuncio cuando alguien busca la frase exacta que hemos seleccionado, con posibles palabras adicionales antes o después.
- Concordancia Exacta: Muestra el anuncio solo cuando alguien busca exactamente la palabra clave que seleccionamos.
- Palabras Clave Negativas: Puedes excluir términos específicos para evitar que el anuncio se muestre en búsquedas irrelevantes.
Frecuencia de Impresión de Anuncios en Search Ads
- Subasta de Anuncios: Cada vez que se realiza una búsqueda, Google realiza una subasta en tiempo real para determinar qué anuncios se mostrarán y en qué orden. Factores como la relevancia de las palabras clave, la calidad del anuncio, y la oferta de CPC (Costo por Clic) influyen en la frecuencia y posición de los anuncios.
- Rotación de Anuncios: Si tenemos múltiples anuncios en un mismo grupo de anuncios, Google puede rotarlos para optimizar el rendimiento.
¿Cómo se manejan los costos?
Estos anuncios trabajan por costos de click máximo. El CPC es el monto que establece el anunciante al momento de generar la campaña, este monto limita lo máximo que está el anunciante dispuesto a pagar por cada click que un usuario genere en su anuncio.
Dependiendo del monto máximo de este CPC los anuncios pueden posicionarse de mejor manera, es decir, aparecer entre los primeros anuncios del motor de búsqueda o en una posición inferior.
Ideal para campañas a corto y mediano plazo
Es el tipo de anuncios está más enfocado a quienes son nuevos en el mercado debido a sus bajos costos, y genera resultados rápidos, ya que atrae directamente nuestro público objetivo, que se encuentra en la búsqueda activa de lo que estamos ofreciendo.
Display Ads
Los anuncios de la red display son una manera amplia para realizar anuncios que se destacan por su versatilidad al momento de generar el contenido que se va a anunciar. En este sentido, nos permite ser más creativos mediante imágenes, banners, gifs, videos. Estos anuncios se consideran campañas orientadas al “push” ya que si bien el usuario no está buscando de manera activa lo que se presenta en el anuncio, el anuncio buscar generar ese interés por el producto y/o servicio.
¿Dónde aparecen?
Los anuncios de display aparecen en sitios web que forman parte de la Red de Display de Google, incluyendo millones de sitios web, videos en YouTube, y aplicaciones móviles. Estos anuncios pueden ser banners, imágenes o videos.
¿Cuál es su formato?
A través de estas campañas podemos generar anuncios más creativos, ya que nos permite crear banners, imágenes, videos y hasta gifs. Al ser anuncios más ilustrativos es ideal crear contenido más llamativo, que inviten a las personas a hacer clic e informarse más sobre el producto o servicio que estás anunciando.
¿Cómo funcionan?
Los anuncios de display se muestran a los usuarios mientras navegan por internet, leen noticias, miran videos en YouTube, o usan aplicaciones. Están diseñados para captar la atención de los usuarios incluso cuando no están buscando activamente tus productos o servicios.
Opciones de Segmentación en Display Ads
- Segmentación por Audiencias:
- Audiencias de Afinidad: Segmenta a usuarios según sus intereses y hábitos de navegación. Ejemplo: personas interesadas en moda o deportes.
- Audiencias de Mercado: Segmenta a usuarios que están activamente investigando o comprando productos o servicios similares a los tuyos.
- Audiencias Personalizadas: Puedes crear audiencias personalizadas combinando diferentes criterios, como palabras clave, URL visitadas, o aplicaciones usadas.
- Segmentación Demográfica:
- Edad, Género, Estado Parental, e Ingresos: Podemos ajustar las campañas para que los anuncios se muestren solo a personas dentro de un rango demográfico específico.
- Edad, Género, Estado Parental, e Ingresos: Podemos ajustar las campañas para que los anuncios se muestren solo a personas dentro de un rango demográfico específico.
- Segmentación Contextual:
- Temas: Muestra anuncios en sitios relacionados con temas específicos que son relevantes para tu negocio.
- Ubicaciones: Selecciona sitios web específicos dentro de la Red de Display donde quieres que aparezcan tus anuncios.
- Segmentación por Remarketing:
- Remarketing Estándar: Muestra anuncios a personas que han visitado nuestro sitio web anteriormente.
- Remarketing Dinámico: Muestra anuncios personalizados basados en productos o servicios que los usuarios han visto en nuestro sitio web.
Frecuencia de Impresión de Anuncios en Display Ads
- Control de Frecuencia: Podemos establecer límites de frecuencia para evitar que los usuarios vean un anuncio demasiadas veces. Esto se llama «Capping de Frecuencia» y nos permite decidir cuántas veces, como máximo, una persona verá un anuncio en un período de tiempo específico.
- Optimización de Frecuencia: Google puede ajustar la frecuencia con la que se muestran tus anuncios en función del comportamiento del usuario. Si un usuario es más propenso a interactuar con un anuncio después de varias impresiones, Google puede aumentar la frecuencia para ese usuario específico.
¿Cómo se manejan los costos?
La estrategia más popular en este tipo de anuncios es el Costo por mil impresiones (CPM), se paga solo por cada 1000 impresiones “visibles”, un anuncio se convierte en visible cuando aparece al menos el 50% del anuncio durante al menos 1 segundo.
Pero Google también ofrece muchas otras opciones de ofertas, entre las cuales podemos destacar el Costo por Click avanzado (CPC) que al igual que la red de búsqueda, el pago se hace cada vez que un usuario hace clic en el formato elegido para hacer el anuncio.
Ideal para campañas a largo plazo
Al ser campañas enfocadas en una creación de un contenido más elaborado, como videos, o imágenes, la red display es recomendada para campañas a largo plazo, ya que de esta manera podemos justificar el tiempo invertido en generar los anuncios.
Está muy ligada al branding, ya que al hacer uso de recursos visuales tenemos la oportunidad de comunicarnos con nuestro público objetivo posicionando aún más la identidad de nuestra marca en sus mentes.
Tenemos soluciones
Desde BROOBE, como agencia de marketing digital, conocemos todo el potencial que tienen las campañas de Google Ads en cada estrategia, por eso tenemos un equipo especializado en creación y optimización de campañas de anuncios online listos para ayudarte 😉 ¡Contáctanos!
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