En busca de la concordancia perfecta en Adwords

May 24, 2016 Back to blog

La base de toda campaña de Adwords es disponer de unas palabras clave efectivas. A veces, nos ocurre que tenemos una extensa lista de palabras pero la mayoría no funcionan como habíamos imaginado. Esto es debido a que la concordancia entre ellas no es la más adecuada.

El asunto va de palabras clave:

Las palabras clave que utilizaremos en Adwords servirán para activar nuestros anuncios cuando un usuario realice una búsqueda en Google. En este sentido, el usuario coloca sus palabras clave en el buscador. Y si las palabras clave que éste ha escrito coinciden con las que nosotros habíamos seleccionado para vender nuestro producto –y nuestra puja es suficientemente alta- el anuncio se mostrará junto con el resto de anuncios relacionados.

El quid de la cuestión es que no podemos añadir sin ningún control cualquier palabra clave que se nos venga a la cabeza. Esto nos costaría mucho dinero y nos daría al final pocos beneficios.

En Adwords hay cosas que no se pueden mezclar:

A la hora de hacer campañas de Adwords, hemos de tener en cuenta que hay aspectos que no se pueden confundir. Por ejemplo, las campañas Display con las campañas Search, ya que funcionan de forma diferente, tienen sistemas de medición diferentes y una segmentación diferente.

Lo que tampoco se puede mezclar son los tipos de concordancia. El mal uso de la concordancia dará lugar a que nuestros anuncios se publiquen demasiado, incluso en casos en los que se busquen palabras clave que no coincidan con las que hemos utilizado en nuestros grupos de anuncios.

Cada concordancia tiene un objetivo. Por lo que lo mejor es hacer varios grupos con diferentes concordancias.

adwords-Ad-Pure

 

¿Para qué utilizamos cada tipo de concordancia?

Concordancia exacta: Ejemplo [palabra clave]. Nos ayuda a asegurar posición en palabras que nos dan un retorno de la inversión (ROI). En este caso, restringimos lo máximo posible nuestras palabras para que los anuncios sólo se activen en las búsquedas que nosotros elijamos.

Aquí el usuario está buscando una acción y un determinado producto, por lo que hemos de poner términos que sean muy fáciles de convertir. Por ejemplo, si queremos vender una guitarra de marca Fender, pondríamos “comprar Fender” como palabras clave.

Para productos muy técnicos, donde tendremos más posibilidades será con el nombre específico del producto. También puede servir indicar los diferentes modelos que existan, sobre todo si otras empresas no los usan o no existen en base a ellos campañas de branding.

 

Concordancia de frase: Ejemplo: “palabra clave”. Este tipo de concordancia permite mostrar los anuncios a los clientes que buscan la palabra clave exacta y ligeras variaciones de ella. Eso sí, el orden de las palabras clave elegidas habrá de ser el mismo en la búsqueda, si no el anuncio no se activará.

En este caso, es recomendable elegir expresiones que funcionen pero que tengan poco volumen. El hecho de que a la hora de usar esta concordancia nos vayan a salir varios tipos de búsqueda -las cuáles podremos añadir o desechar según nuestro interés, nos puede ayudar a ir encontrando diferentes públicos.

Concordancia amplia: Aquella en la que no hace falta acompañar con ningún signo las palabras clave. Por ello, el resultado de la búsqueda será múltiple con gran variedad de significados.

Con esta concordancia es con la que más dinero podemos perder debido que el resultado en este tipo de búsquedas en bastantes ocasiones serán palabras y frases que nada tiene que ver con nosotros.

Nos ayuda –eso sí- a ver de qué manera buscan los usuarios, y en base a ello podemos construir nuestros anuncios de manera más intuitiva.

Concordancia amplia modificada: Ejemplo: +palabra +clave. Sirve para obtener un alto volumen pero controlado. Esto es, evitar las búsquedas de palabras inútiles.

A diferencia de las anteriores, permitirá que se activen las búsquedas con errores ortográficos, sinónimos, plurales… Sólo necesitamos que estén las palabras, dejaremos de lado el orden.

Concordancia negativa: Esta opción sirve para cuando no queramos que salga una determinada expresión en las búsquedas.

Cuando hacemos la lista de palabras negativas, hemos de poner también los errores que puedan tener los usuarios al buscar, ya que no es sensible a fallos de usuarios que buscan. Aunque hayamos de poner expresiones que tengan nada que ver con lo que vendemos, puede que haya formas de estas con las que el público identifique nuestro producto, por lo que también hemos de tenerlas muy en cuenta para indicar que no aparezcan.

 

seo-Ad-Pure

 

Palabras clave long tail

Volviendo a lo que comentábamos al principio, hemos de recordar que en las campañas Display sólo se usa la concordancia amplia. Esto no funciona porque el sistema de Adwords para Display no busca las palabras juntas, sólo busca que estén en la misma página. Con lo que habríamos de usar las longtail. Esto es, 5 o 6 palabras para ayudar a encontrar los nichos que queremos. Ejemplo: “comprar guitarra Fender segunda mano Barcelona”.

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