{"id":5845,"date":"2020-03-05T09:03:35","date_gmt":"2020-03-05T09:03:35","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/smart-bidding-workshop\/"},"modified":"2026-09-10T09:36:54","modified_gmt":"2026-09-10T07:36:54","slug":"smart-bidding-workshop","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/smart-bidding-workshop\/","title":{"rendered":"What's new at Google? Updates from the Smart Bidding Workshop."},"content":{"rendered":"<p class=\"wp-block-paragraph\">On March 3, at the iconic Palace of the Dukes of Pastrana in Madrid, more than 100 representatives from agencies and clients gathered at the new <em>workshop<\/em> organized by Google on <em>Smart Bidding<\/em>. This was likely the last event organized by the company for a while, as Google has canceled its upcoming international events due to the <em>COVID-19<\/em> and has even banned its employees from traveling until further notice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a novelty in this type of event, we separated the attendees into two groups in order to provide better quality training according to the profile of the website: attracting<em> lead<\/em>s o <em>e-commerce<\/em>. My colleague Cristina de la Pe\u00f1a was our representative in the recruitment group of <em>leads<\/em>, while I went along with our friend Soledad from the website <a href=\"https:\/\/www.cascoantiguo.com\/es\/\">Old Town<\/a>\u00a0to Room 2. Just as we expected, there were no major developments or announcements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, we did cover some interesting aspects related to successfully implementing Google's automated bidding strategies.<br> <br>Here are the highlights of each of the sessions:<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/smart-bidding-workshop\/#Sala_1_lead_generation\" >Room 1: lead generation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/smart-bidding-workshop\/#Sala_2_e-commerce\" >Room 2: e-commerce<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sala_1_lead_generation\"><\/span>Room 1: lead generation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">During the first part of the morning, the content of the lectures focused mainly on <strong>how to improve the quality of <em>leads<\/em> obtained<\/strong> through our campaigns. For its part, Google is constantly working to improve its algorithm, which allows it to more effectively detect users\u2019 intent, all with the goal of obtaining <strong>more<\/strong> number of <em>leads<\/em> and of <strong>more<\/strong> quality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They could not pass up the opportunity (and even less so in the case of <em>leads<\/em>) to emphasize the importance of the configuration of the <strong>conversions <em>offline, <\/em><\/strong>The missing leg of the system for Google's algorithms to work optimally. The key to this lies in the capture of the <strong>gclid<\/strong> and subsequent follow-up<em> offline<\/em> through the user's e-mail address or telephone number. <strong>The idea has tremendous potential,<\/strong> It allows us to feed the system with extremely high-quality information. But as we suspected (and our friends at Google later confirmed), the technical and legal requirements are complex, and it also requires a great deal of cooperation and willingness on the part of the client.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, here's a preview of the main developments for 2019 and 2020:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Improvement in the quantity and quality of the signals that feed the algorithm.<\/li>\n\n\n\n<li>Improvements in the operation of the algorithms of <em>smart bidding<\/em> (In theory, for gradual changes of more than 3 days, it is no longer necessary to make any adjustments to these changes).<\/li>\n\n\n\n<li>More functions enabled at MCC level.<\/li>\n\n\n\n<li>Improvements in the bidding simulators.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sala_2_e-commerce\"><\/span>Room 2: e-commerce<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Google's event also left us with a lot of news on its part of <em>e-commerce<\/em>. Among the main topics addressed during the day, he highlighted an increasingly widespread structure in the Google Ads platform.\u00a0<strong>Hagakure<\/strong>, This is how Google has coined the new formula to automate your campaigns in an efficient and simplified way. What exactly does this new structure consist of?<\/span><br> <span style=\"font-weight: 400\"><\/span><br> <span style=\"font-weight: 400\">Well, the main objective is to structure our marketing campaigns in order to <em>Search<\/em> to enhance the <strong>Smart Bidding<\/strong>. As the platform gains more features, our campaigns become more complex, which can make managing them quite tedious. To address this issue, Google\u2019s algorithm is constantly evolving and is now capable of analyzing millions of data points in seconds.\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">But what does Google's algorithm need to be efficient? From this question arises the new Google Ads structure; Hagakure simplifies the campaign structure to group data and give more freedom to Google's algorithm.\u00a0<\/span><br> <span style=\"font-weight: 400\">When is it recommended to switch to the Hagakure campaign structure? When we are bidding on the same category, brand, or product across multiple campaigns, and these campaigns differ only in one of the following ways:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Keyword matching:<\/strong><span style=\"font-weight: 400\"> when our campaigns differ only in match type, but we bid on the same keyword.<\/span><\/li>\n\n\n\n<li><strong>Devices<\/strong><span style=\"font-weight: 400\">: If we have two campaigns bidding on the same brand, one for desktop and one for mobile.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\"><strong>Hearings<\/strong>: If we have several campaigns in the same category targeting different types of audiences (affinity, intent, remarketing, etc.)<\/span><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"480\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/hagakure-2-1024x480-1.png\" alt=\"\" class=\"wp-image-5843\" style=\"aspect-ratio:2.133136094674556;width:721px;height:auto\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/hagakure-2-1024x480-1.png 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/hagakure-2-1024x480-1-300x141.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/hagakure-2-1024x480-1-768x360.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Thus,<\/span> <span style=\"font-weight: 400\">Hagakura tries to avoid a hyper-segmented structure that prevents the algorithm from working.<\/span><b> and proposes combining several ad groups into a single campaign<\/b><span style=\"font-weight: 400\"> attacking different categories and<\/span><b> include a group of dynamic ads <\/b><span style=\"font-weight: 400\">(DSA) to attack those categories whose low traffic prevents the implementation of automatic strategies. In this case, we will have to work with refusals to prevent the different groups from competing with each other.<\/span><br> <span style=\"font-weight: 400\"><\/span><br><span style=\"font-weight: 400\">However, not all campaigns are suitable for this strategy, since it requires a minimum volume of impressions per ad group (<strong>about 3k impressions per week<\/strong>) in order to use automated bidding effectively. Therefore, it is recommended that you do not set a budget limit so that your campaigns have sufficient data, and that you use broad and modified broad match to capture as wide a variety of user search terms as possible.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That wraps up the latest news from the world of AdWords, brought to you by our friends at Google. We don\u2019t want to say goodbye without congratulating the team at Catering Vilaplana for their excellent organization and the high quality of their catering service. It\u2019s a pleasure to work like this, even on a busy day ;)!<\/p>","protected":false},"excerpt":{"rendered":"<p>On March 3, at the iconic Palace of the Dukes of Pastrana in Madrid, more than 100 representatives from agencies and clients gathered for the new workshop on Smart Bidding organized by Google. This was likely the last event organized by the company for some time, as Google has canceled its upcoming international events due to COVID-19 and has even banned its employees from traveling until further notice. As a new feature of this type of event, attendees were divided into two groups to provide higher-quality training based on the website\u2019s profile: lead generation or e-commerce. My colleague Cristina de la Pe\u00f1a represented us in the lead generation group, while I headed to Room 2 along with our friend Soledad from the Casco Antiguo website. As we expected, there were no major updates or announcements. However, we did cover some interesting aspects regarding the successful implementation of Google\u2019s automated bidding strategies. Here\u2019s a recap of the highlights from each session: Room 1: Lead Generation During the first part of the morning, the presentations focused primarily on how to improve the quality of leads generated through our campaigns. For its part, Google is constantly working to improve its algorithm, which allows it to more effectively detect users\u2019 intent, all with the goal of generating more and higher-quality leads. They couldn\u2019t pass up the opportunity (especially when it comes to leads) to emphasize the importance of setting up offline conversions\u2014undoubtedly the missing piece of the puzzle needed for Google\u2019s algorithms to function optimally.\u00a0The key to this lies in capturing the gclid and subsequently tracking it offline via the user\u2019s email or phone number. The idea has enormous potential, as it allows the system to be fed with extremely high-quality information. But just as we suspected (and our friends at Google later confirmed), the technical and legal requirements are complex, and it also requires a great deal of collaboration and willingness on the part of the client. Finally, a preview of the main developments for 2019 and 2020: Room 2: E-commerce The Google event also brought many new developments in the e-commerce segment. Among the main topics covered during the event, one stood out: an increasingly widespread structure within the Google Ads platform. Hagakure\u2014that\u2019s the name Google has given to this new approach for automating your campaigns in an efficient and streamlined way. What exactly does this new structure entail? Well, the main goal is to organize our Search campaigns to enhance Smart Bidding. As the platform gains more features, our campaigns become more complex, which can make managing them quite tedious. To address this issue, Google\u2019s algorithm is constantly evolving and is now capable of analyzing millions of data points in seconds.\u00a0 But what does Google\u2019s algorithm need to be efficient? This question led to the development of the new Google Ads structure; Hagakure simplifies the campaign structure to group data and give Google\u2019s algorithm greater freedom.\u00a0 When is it recommended to switch the campaign structure to Hagakure? When we\u2019re bidding on the same category, brand, or product across multiple campaigns, and these campaigns differ only by one of the following criteria: In this way, Hagakure aims to avoid a hyper-segmented structure that hinders the algorithm\u2019s performance and proposes grouping multiple ad groups targeting different categories into a single campaign, while including a Dynamic Search Ads (DSA) group to target those categories where low traffic prevents the implementation of automated strategies. In this case, we\u2019ll need to use negative keywords to prevent the different ad groups from competing with one another. However, not all campaigns are suitable for this strategy, since it requires a minimum volume of impressions per ad group (around 3,000 weekly impressions) to use automated bidding efficiently. Therefore, we recommend not limiting the budget to provide data for the campaigns and using broad and modified broad match to capture as wide a variety of user search terms as possible. That wraps up the latest news from the world of AdWords, brought to you by our friends at Google. We don\u2019t want to say goodbye without congratulating the Catering Vilaplana team for their excellent organization and the quality of their catering service. It\u2019s a pleasure to work like this, even on a busy day ;)!<\/p>","protected":false},"author":42,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"class_list":["post-5845","post","type-post","status-publish","format-standard","hentry","category-marketing-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfQu\u00e9 hay de nuevo en Google? Novedades desde el Smart Bidding Workshop. - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/smart-bidding-workshop\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 hay de nuevo en Google? Novedades desde el Smart Bidding Workshop. - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"El d\u00eda 3 de marzo, en el emblem\u00e1tico palacio madrile\u00f1o de los Duques de Pastrana, nos dimos cita m\u00e1s de 100 representantes de agencias y clientes en el nuevo workshop organizado por Google sobre Smart Bidding. Seguramente se haya tratado del \u00faltimo evento organizado por la compa\u00f1\u00eda en una temporada, ya que Google ha cancelado sus pr\u00f3ximos eventos a nivel internacional a causa del COVID-19 e incluso ha prohibido viajar a sus empleados hasta nuevo aviso. Como novedad en este tipo de eventos, se nos separ\u00f3 a los asistentes en dos grupos para dar una formaci\u00f3n de mejor calidad seg\u00fan el perfil de la web: captaci\u00f3n de leads o e-commerce. Mi compa\u00f1era Cristina de la Pe\u00f1a fue nuestra representante en el grupo de captaci\u00f3n de leads, mientras que yo me dirig\u00ed junto con nuestra amiga Soledad de la web Casco Antiguo\u00a0a la sala 2. Tal y como esper\u00e1bamos, no hubo grandes novedades ni anuncios. Sin embargo, si que abordamos aspectos interesantes de cara a realizar una exitosa implementaci\u00f3n de las estrategias de puja autom\u00e1ticas de Google. Os contamos a continuaci\u00f3n lo m\u00e1s interesante de cada una de las sesiones: Sala 1: lead generation Durante la primera parte de la ma\u00f1ana, el contenido de las ponencias se centr\u00f3 sobre todo en c\u00f3mo mejorar la calidad de los leads obtenidos a trav\u00e9s de nuestras campa\u00f1as. Por su parte, Google trabaja constantemente en la mejora de su algoritmo, que permite detectar de forma m\u00e1s efectiva la intencionalidad de los usuarios, todo en vistas de obtener m\u00e1s cantidad de leads y de mayor calidad. No pod\u00edan dejar pasar la ocasi\u00f3n (y menos trat\u00e1ndose de leads) para incidir en la importancia de la configuraci\u00f3n de las conversiones offline, sin duda\u00a0la pata que le falta al sistema para que los algoritmos de Google funcionen de forma \u00f3ptima.\u00a0La clave de ello est\u00e1 en la captura del gclid y su posterior seguimiento offline a trav\u00e9s del correo electr\u00f3nico o el tel\u00e9fono del usuario. La idea tiene un grand\u00edsimo potencial, pues permite nutrir al sistema de informaci\u00f3n de alt\u00edsima calidad. Pero tal y como sospech\u00e1bamos, (y nuestros amigos de Google as\u00ed nos lo confirmaron m\u00e1s tarde), los requisitos t\u00e9cnicos y legales son complejos, adem\u00e1s de que requiere mucha colaboraci\u00f3n y disposici\u00f3n por parte del cliente. Por \u00faltimo, un avance de las principales novedades del a\u00f1o 2019 y 2020: Sala 2: e-commerce El evento de Google nos dej\u00f3 tambi\u00e9n muchas novedades en su parte de e-commerce. Entre los principales temas abordados durante la jornada, destac\u00f3 una estructura cada vez m\u00e1s extendida en la plataforma de Google Ads.\u00a0Hagakure, as\u00ed es c\u00f3mo Google ha acu\u00f1ado la nueva f\u00f3rmula para automatizar tus campa\u00f1as de una forma eficiente y simplificada. \u00bfEn qu\u00e9 consiste exactamente esta nueva estructura? Pues bien, el objetivo principal es estructurar nuestras campa\u00f1as de Search para potenciar el Smart Bidding. A medida que la plataforma aumenta en funcionalidades, nuestras campa\u00f1as ganan en complejidad, por lo que la gesti\u00f3n puede volverse muy tediosa. Para dar soluci\u00f3n a este problema, el algoritmo de Google no para de evolucionar y a d\u00eda de hoy es capaz de analizar millones de datos en segundos.\u00a0 Pero, \u00bfqu\u00e9 necesita el algoritmo de Google para ser eficiente? A ra\u00edz de esta pregunta surge la nueva estructura de Google Ads; Hagakure simplifica la estructura de campa\u00f1as para agrupar datos y dar una mayor libertad al algoritmo de Google.\u00a0 \u00bfCu\u00e1ndo se recomienda cambiar la estructura de campa\u00f1as a Hagakure? Cuando estamos pujando por la misma categor\u00eda, marca o producto en varias campa\u00f1as y estas solo se diferencian por uno de los siguientes criterios: De este modo, Hagakura trata de evitar una estructura hipersegmentada que impida trabajar al algoritmo y propone englobar en una misma campa\u00f1a varios grupos de anuncios atacando diferentes categor\u00edas e incluir un grupo de anuncios din\u00e1micos (DSA) para atacar aquellas categor\u00edas cuyo bajo tr\u00e1fico impida implementar estrategias autom\u00e1ticas. En este caso, deberemos trabajar con negativas para impedir que los diferentes grupos compitan entre ellos. No obstante, no todas las campa\u00f1as son susceptibles de utilizar esta estrategia, puesto que necesita un volumen m\u00ednimo de impresiones por grupo de anuncios (alrededor de 3k impresiones semanales) para poder utilizar pujas autom\u00e1ticas de forma eficiente. Por tanto, se recomienda no limitar el presupuesto para dotar de informaci\u00f3n a las campa\u00f1as y utilizar la concordancia amplia y amplia modificada para recoger tanta variedad de t\u00e9rminos del usuario como sea posible. Hasta aqu\u00ed las \u00faltimas noticias en el mundo AdWords de la mano de nuestros amigos de Google. No nos queremos despedir sin felicitar al equipo del Catering Vilaplana por su gran organizaci\u00f3n y calidad del servicio de restauraci\u00f3n. \u00a1As\u00ed da gusto trabajar aunque sea un d\u00eda intenso ;)!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.geotelecom.es\/en\/blog\/smart-bidding-workshop\/\" \/>\n<meta property=\"og:site_name\" content=\"Geotelecom\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-05T09:03:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-10T07:36:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/hagakure-2-1024x480-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"What's New at Google? Updates from the Smart Bidding Workshop. - Geotelecom","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.geotelecom.es\/en\/blog\/smart-bidding-workshop\/","og_locale":"en_US","og_type":"article","og_title":"\u00bfQu\u00e9 hay de nuevo en Google? Novedades desde el Smart Bidding Workshop. - Geotelecom","og_description":"El d\u00eda 3 de marzo, en el emblem\u00e1tico palacio madrile\u00f1o de los Duques de Pastrana, nos dimos cita m\u00e1s de 100 representantes de agencias y clientes en el nuevo workshop organizado por Google sobre Smart Bidding. Seguramente se haya tratado del \u00faltimo evento organizado por la compa\u00f1\u00eda en una temporada, ya que Google ha cancelado sus pr\u00f3ximos eventos a nivel internacional a causa del COVID-19 e incluso ha prohibido viajar a sus empleados hasta nuevo aviso. Como novedad en este tipo de eventos, se nos separ\u00f3 a los asistentes en dos grupos para dar una formaci\u00f3n de mejor calidad seg\u00fan el perfil de la web: captaci\u00f3n de leads o e-commerce. Mi compa\u00f1era Cristina de la Pe\u00f1a fue nuestra representante en el grupo de captaci\u00f3n de leads, mientras que yo me dirig\u00ed junto con nuestra amiga Soledad de la web Casco Antiguo\u00a0a la sala 2. Tal y como esper\u00e1bamos, no hubo grandes novedades ni anuncios. Sin embargo, si que abordamos aspectos interesantes de cara a realizar una exitosa implementaci\u00f3n de las estrategias de puja autom\u00e1ticas de Google. Os contamos a continuaci\u00f3n lo m\u00e1s interesante de cada una de las sesiones: Sala 1: lead generation Durante la primera parte de la ma\u00f1ana, el contenido de las ponencias se centr\u00f3 sobre todo en c\u00f3mo mejorar la calidad de los leads obtenidos a trav\u00e9s de nuestras campa\u00f1as. Por su parte, Google trabaja constantemente en la mejora de su algoritmo, que permite detectar de forma m\u00e1s efectiva la intencionalidad de los usuarios, todo en vistas de obtener m\u00e1s cantidad de leads y de mayor calidad. No pod\u00edan dejar pasar la ocasi\u00f3n (y menos trat\u00e1ndose de leads) para incidir en la importancia de la configuraci\u00f3n de las conversiones offline, sin duda\u00a0la pata que le falta al sistema para que los algoritmos de Google funcionen de forma \u00f3ptima.\u00a0La clave de ello est\u00e1 en la captura del gclid y su posterior seguimiento offline a trav\u00e9s del correo electr\u00f3nico o el tel\u00e9fono del usuario. La idea tiene un grand\u00edsimo potencial, pues permite nutrir al sistema de informaci\u00f3n de alt\u00edsima calidad. Pero tal y como sospech\u00e1bamos, (y nuestros amigos de Google as\u00ed nos lo confirmaron m\u00e1s tarde), los requisitos t\u00e9cnicos y legales son complejos, adem\u00e1s de que requiere mucha colaboraci\u00f3n y disposici\u00f3n por parte del cliente. Por \u00faltimo, un avance de las principales novedades del a\u00f1o 2019 y 2020: Sala 2: e-commerce El evento de Google nos dej\u00f3 tambi\u00e9n muchas novedades en su parte de e-commerce. Entre los principales temas abordados durante la jornada, destac\u00f3 una estructura cada vez m\u00e1s extendida en la plataforma de Google Ads.\u00a0Hagakure, as\u00ed es c\u00f3mo Google ha acu\u00f1ado la nueva f\u00f3rmula para automatizar tus campa\u00f1as de una forma eficiente y simplificada. \u00bfEn qu\u00e9 consiste exactamente esta nueva estructura? Pues bien, el objetivo principal es estructurar nuestras campa\u00f1as de Search para potenciar el Smart Bidding. A medida que la plataforma aumenta en funcionalidades, nuestras campa\u00f1as ganan en complejidad, por lo que la gesti\u00f3n puede volverse muy tediosa. Para dar soluci\u00f3n a este problema, el algoritmo de Google no para de evolucionar y a d\u00eda de hoy es capaz de analizar millones de datos en segundos.\u00a0 Pero, \u00bfqu\u00e9 necesita el algoritmo de Google para ser eficiente? A ra\u00edz de esta pregunta surge la nueva estructura de Google Ads; Hagakure simplifica la estructura de campa\u00f1as para agrupar datos y dar una mayor libertad al algoritmo de Google.\u00a0 \u00bfCu\u00e1ndo se recomienda cambiar la estructura de campa\u00f1as a Hagakure? Cuando estamos pujando por la misma categor\u00eda, marca o producto en varias campa\u00f1as y estas solo se diferencian por uno de los siguientes criterios: De este modo, Hagakura trata de evitar una estructura hipersegmentada que impida trabajar al algoritmo y propone englobar en una misma campa\u00f1a varios grupos de anuncios atacando diferentes categor\u00edas e incluir un grupo de anuncios din\u00e1micos (DSA) para atacar aquellas categor\u00edas cuyo bajo tr\u00e1fico impida implementar estrategias autom\u00e1ticas. En este caso, deberemos trabajar con negativas para impedir que los diferentes grupos compitan entre ellos. No obstante, no todas las campa\u00f1as son susceptibles de utilizar esta estrategia, puesto que necesita un volumen m\u00ednimo de impresiones por grupo de anuncios (alrededor de 3k impresiones semanales) para poder utilizar pujas autom\u00e1ticas de forma eficiente. Por tanto, se recomienda no limitar el presupuesto para dotar de informaci\u00f3n a las campa\u00f1as y utilizar la concordancia amplia y amplia modificada para recoger tanta variedad de t\u00e9rminos del usuario como sea posible. Hasta aqu\u00ed las \u00faltimas noticias en el mundo AdWords de la mano de nuestros amigos de Google. No nos queremos despedir sin felicitar al equipo del Catering Vilaplana por su gran organizaci\u00f3n y calidad del servicio de restauraci\u00f3n. \u00a1As\u00ed da gusto trabajar aunque sea un d\u00eda intenso ;)!","og_url":"https:\/\/www.geotelecom.es\/en\/blog\/smart-bidding-workshop\/","og_site_name":"Geotelecom","article_published_time":"2020-03-05T09:03:35+00:00","article_modified_time":"2026-09-10T07:36:54+00:00","og_image":[{"width":1024,"height":480,"url":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/hagakure-2-1024x480-1.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.geotelecom.es\/blog\/smart-bidding-workshop\/#article","isPartOf":{"@id":"https:\/\/www.geotelecom.es\/blog\/smart-bidding-workshop\/"},"author":{"name":"","@id":""},"headline":"\u00bfQu\u00e9 hay de nuevo en Google? 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