Marketero · Entrevistas
3 Essential Marketing Performance Indicators You’re Not Using…But Should | Perpetual Traffic EP 630
18 ideas de marketing sacadas de «3 Essential Marketing Performance Indicators You’re Not Using…But Should | Perpetual Traffic EP 630», de Perpetual…
- 18 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 44 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 18 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 18 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Canales de adquisiciónEn lugar de optimizar solo por métricas de plataforma (CTR o CPC), se deben aislar los conjuntos de anuncios según su comportamiento de nuevos vs. recurrentes: aquellos con bajo coste de adquisición de nuevos clientes (nCAC) deben restringirse exclusivamente a prospección excluyendo tráfico previo, mientras que aquellos con alto nCAC pero un valor de pedido recurrente (Repeat AOV) muy elevado deben transformarse en…
now because you're talking about people that are optimizing only on your inapp cost per outbound click that's within the The Meta ads ecosystem and not looking at the ncac here if you see significantly different average order value a significant different uh customer like an enac like if you're the 50 I totally agree so if the ECP and vs are the same and the encs have a $70 difference you should be moving tons of or whatever cart we get from New Verse repeat because the new stats always look average order value of a new customer is in the repeat aov is 278 yeah so this that's contrarian…
Escúchalo en el minuto 21:48
Canales de adquisiciónEn lugar de optimizar solo por métricas de plataforma (CTR o CPC), se deben aislar los conjuntos de anuncios según su comportamiento de nuevos vs. recurrentes: aquellos con bajo coste de adquisición de nuevos clientes (nCAC) deben restringirse exclusivamente a prospección excluyendo tráfico previo, mientras que aquellos con alto nCAC pero un valor de pedido recurrente (Repeat AOV) muy elevado deben transformarse en…
now because you're talking about people that are optimizing only on your inapp cost per outbound click that's within the The Meta ads ecosystem and not looking at the ncac here if you see significantly different average order value a significant different uh customer like an enac like if you're the 50 I totally agree so if the ECP and vs are the same and the encs have a $70 difference you should be moving tons of or whatever cart we get from New Verse repeat because the new stats always look average order value of a new customer is in the repeat aov is 278 yeah so this that's contrarian…
Escúchalo en el minuto 21:48
Reutilizar los anuncios ganadores de adquisición y retención en flujos de email y SMS
Retención y relación con el clienteLos anuncios pagados que mejor convierten clientes nuevos deben replicarse como ofertas para leads no convertidos en email y SMS; paralelamente, los creativos que generan un ticket promedio (AOV) elevado en clientes recurrentes deben integrarse en flujos de retención en medios propios para maximizar el LTV.
you know that this ad set you go in and look at the ads and say which ad is converting the best because I want to use that for all my unconverted emails and sms's I want to send them that offer because I know it's converting new and then for the the next row that has the 278 anyone that's already bought you want to segment your clavio your active campaign keep repeat buyers because I want to use this in your owned media as well as your repeat offer because then you chain those together and then your LTV exponentially moves up which then
Escúchalo en el minuto 26:55
Duplicar la ventana del ciclo de conversión al evaluar campañas de tráfico frío
Medición y experimentosPara evaluar con precisión el rendimiento de campañas dirigidas a tráfico frío, el período de prueba debe ser al menos el doble del ciclo promedio de compra del cliente (por ejemplo, 6 semanas si el ciclo es de 3 semanas), asegurando que toda la cohorte de clics generados tenga tiempo suficiente para madurar y convertir antes de juzgar o pausar la inversión.
your your data shows that your customers take three weeks to buy if they're new right and therefore we have to double that time because three weeks is when the first person buys and we need the whole three weeks of clicks to have another three weeks to convert and we use their own data and we get it recorded to get them on video agreeing to a six- week timeline and this is a six weeks to make sure it's or whatever time that conversion that unique cycle is for that brand is right so this is a part example like you would have killed this and they would have lost out on you
Escúchalo en el minuto 31:00
Medición y experimentosPara determinar la rentabilidad de las campañas de adquisición antes de que concluyan ciclos de venta largos, se debe calcular el CAC máximo admisible restando al precio los costos de producto (COGS), comisiones de procesamiento y margen de beneficio deseado, comparándolo contra la ecuación entre el coste por nuevo visitante (eCNV) y la tasa de conversión a compra.
new visitors your ecnv is two bucks per new visit that's what it cost you and then you use that math as part of your funnel stepping through okay how many new visitors convert to my next stage need to get a sale right and I'm paying $2 a new visit well that means my endc is going to be 200 bucks is does my profit margin and my product pricing 45 one out of 46 well if you back into your endak from your profit margin you need minus your cogs minus your processing fees if you want to take let's say 10% off the table if 90 bucks is what you can do then you're golden if your math already lines up…
Escúchalo en el minuto 20:09
Validar la captación de tráfico frío midiendo Nuevas Visitas (NWV) y Costo por Nueva Visita (eCNV)
Medición y experimentosMonitorear métricas específicas de tráfico nuevo —como Nuevas Visitas a la Web (NWV), Costo Efectivo por Nueva Visita (eCNV) y Visitas Recurrentes (RWV)— permite comprobar si las campañas de prospección (especialmente las automatizadas por IA) realmente están alcanzando audiencia fría o si están reciclando usuarios existentes.
haven't touched on as of yet our new nwv MHM as well as effective cost per ecnv yes as well as rwv which is found them to be amazing for not just the performance but also validating whether your topof the funnel traffic is really targeting top top of the funnel particularly with the AI campaigns that we'll get into later but they often are not targeting enough new visitors which is then leading to marketing funnel they turning into customers are you even D driving the right traffic that you think you're driving this one flushes advertising I should say but new website visits effective cost…
Escúchalo en el minuto 3:22
Exigir al menos un 50% de nuevos visitantes en campañas de tráfico frío
Medición y experimentosPara diagnosticar la calidad de prospección en conjuntos de anuncios de la parte alta del embudo (top of funnel), se debe validar que al menos el 50% de las visitas sean usuarios nuevos; cifras inferiores indican que el presupuesto se está fugando hacia audiencias templadas o retargeting.
say are any of them over 50% and are they meant to be top of the funnel so it this case we're saying are these adsets if they were for cold traffic yes no if they're for cold traffic are we getting at least 50% new visitors yes or no if the answer is no we got to fix the adet even with exclusions yes so but it should be greater than 50% in this other question I mean right away is my cold am I getting enough cold because if you're not you got to fix that first
Escúchalo en el minuto 15:32
Las audiencias automatizadas por IA tienden a canibalizar el tráfico templado
Canales de adquisiciónHerramientas impulsadas por IA como Advantage+ Audience en Meta o Performance Max en Google optimizan hacia la máxima probabilidad de conversión, por lo que impactan de forma prioritaria a usuarios recurrentes e ignoran parcialmente las exclusiones manuales, impidiendo escalar el tráfico frío genuino.
and much more common is you're using one of the AI tool AI campaigns or you've check booxed Advantage Plus audience using Advantage Plus audience because when you do that it basically ignores what you set up and expands on its own AI logic and why that's a problem is because when you're you're trying to go for top of the funnel you want brand new traffic however the AI has decided Well if I need to hit your conversion goal I need to tr I need to Target these people that are the highest probability to convert and they're never new traffic it's always repeat so the AI correctly tries to do what…
Escúchalo en el minuto 16:03
Canales de adquisiciónLas plataformas publicitarias (como Meta o Google) tienden a optimizar hacia el público más fácil de convertir (usuarios recurrentes o templados), inflando el ROAS aparente. Para que el retargeting no se agote, es necesario forzar la adquisición de prospectos nuevos aplicando exclusiones de clientes/leads y auditando que las campañas de prospección atraigan visitas genuinamente nuevas.
visit and the the overall value right from the get-go is you got to be driving new eyeballs at the top of your funnel so that all the AI and all the retargeting campaigns you're running are going to have fresh eyeballs to convert because if not if you're running stagnant and you're like man I keep optimizing the creative on my retargeting but the Raz is already like 10x what do I need to do you're not get enough new eyeballs so it's a very easy of the funnel campaigns actually driving that there's usually no exclusions in kinds of traffic Y and meta specifically they want the lowest hanging…
Escúchalo en el minuto 7:30
Mantener las visitas nuevas por encima del 50% en canales de parte alta del embudo
Medición y experimentosEn campañas de adquisición en la parte alta del embudo (como Facebook Ads), el porcentaje de visitas nuevas frente al tráfico total debe superar el 50% tras contrastarlo con registros de CRM, carritos y visitas previas. Si la cifra es menor, la inversión publicitaria no está introduciendo suficiente audiencia nueva y está reimpactando a usuarios existentes.
this time frame are they driving enough new eyeballs and here I would say unequivocally they're not because new visits none of the channels are above 50% particularly Facebook that that channel generally should be driving a lot of top of the or SMS but we want the new visits at the top of the funnel to be greater than 50% so what's he doing wrong here so though when you're saying 50% of your to of funnel traffic should be new this aggregate of all ad Spen that was all ad Spin and cross referencing it against every click and against every CRM entry every shopping cart entry and every click and…
Escúchalo en el minuto 13:32
Costo por nueva visita (ECNV) como métrica de captación real
Medición y experimentosEl costo efectivo por nueva visita (ECNV) se calcula dividiendo el gasto total publicitario entre el número de visitas exclusivamente nuevas generadas, sirviendo como indicador clave para planificar presupuestos de crecimiento y adquisición.
metrics that we talked about in the mpis download is ecnv so almost as important as percentage of new visits is this right here correct because when you're trying the cost structure is got the math has to make cents and the cost per new visit is looking at how much did you spend divided by the new visits and that determines the cost of the new visit so
Escúchalo en el minuto 19:27
Alinear el envío de emails y anuncios con los picos emocionales y rutinas horarias del avatar
Retención y relación con el clientePrograma el envío de correos y la pauta publicitaria justo cuando comienza el pico de actividad o dolor del cliente ideal, en lugar de seguir horarios genéricos. Por ejemplo, en infoproductos y formación, el interés suele dispararse entre las 7:00 y las 9:00 p. m. (después de la cena y el tiempo familiar), logrando tasas de apertura y conversión significativamente más altas.
brilliant he goes so I send emails then I run my ads then and I don't spend any money like till noon so people blow you'd want to do when when the spike starts so in this one 9:10 a.m. that's when you should send the emails yeah but like info you should look at this because if you're teaching people things it's probably going to spike at 78 PM yeah you got home you ate dinner you you spend time with the family now you're trying to like learn something else 89 p.m. killer time to do marketing email comes in after dinner all of a sudden you see it on your phone open rates are going to be much…
Escúchalo en el minuto 40:24
Espera entre 2 y 4 semanas antes de juzgar el rendimiento de tráfico frío
Medición y experimentosEl tráfico frío en plataformas publicitarias rara vez convierte en el día uno; frecuentemente toma entre 8 y 14 días lograr la mitad de las conversiones. Evaluar y pausar campañas de tráfico frío antes de 2 a 4 semanas provoca descartar anuncios rentables cuyo ciclo de decisión es más largo.
did they take because we want to give you because cold traffic off meta is not probably going to buy day one and so you percent of sales so two to seven days is the most but it takes eight to 14 days to get half of the sales so we do want to wait two to four weeks on a cold you want to get you can't wait forever but need to give it a couple weeks to have a chance because that's only half
Escúchalo en el minuto 36:18
Medición y experimentosAsumir un costo de adquisición de cliente nuevo (eNCAC) elevado con la expectativa de recuperar rentabilidad en una segunda compra de mayor ticket solo es viable si el negocio dispone de la pista financiera (cash runway) para soportar el desfase temporal entre compras.
marketer has a like fiduciary responsibility to their client is that if you don't have the Run rate to cover that 122 enac for the later turn average order value you could be doing your client a service but if they have potential wiggle room you can use that language and that attribution to demonstrate the cash Runway required for a scaling investment into your ads and I
Escúchalo en el minuto 28:16
Medición y experimentosPara que un modelo de predicción de comportamiento y velocidad de ventas sea estadísticamente relevante y no meramente direccional, se requiere un historial mínimo de 5.000 contactos en el CRM y al menos 1.000 ventas registradas.
history of CRM and cart but if we don't have at least 5,000 to go on then it's it's only going to be directional it's still better than nothing but yeah you need you need at least 5,000 in your CRM you want at least a thousand sales thousand sales 5,000 individuals inside your CRM so that's the Baseline of where
Escúchalo en el minuto 38:19
Implementar alertas automáticas basadas en umbrales de métricas clave para optimizar paid media
Canales de adquisiciónConfigurar alertas automáticas basadas en reglas condicionales (como notificar al media buyer si el porcentaje de visitas nuevas cae por debajo del 50% en campañas frías, o incrementar presupuesto si el valor promedio de pedido de visitantes recurrentes sube 50%) agiliza la toma de decisiones sin necesidad de revisar manualmente hojas de cálculo constantes.
concept of a wicked coach and it's a a automation we can put the rules in based on your specific mpis and it'll Monitor and tell you when you need to do we'll just alert you and tell you so for example if if I if my campaign name contains cold traffic and my new Visa percentage is below 50% tell my media buyer fix adsets right if my ra aov trend is up 50% tell media buyer spend more on repeat visitors we can get very precise and not it's not g to automate the whole job but it's going to save you mining the spreadsheets like
Escúchalo en el minuto 34:08
Medición y experimentosEn un embudo con cita presencial para un servicio de 4.000 dólares, los reportes nativos de Meta mostraban cero ventas a 30 días y las campañas no alcanzaban el punto de equilibrio; sin embargo, el negocio generó un millón de dólares adicional entre los 30 y 90 días, con la mayoría de conversiones ocurriendo entre los 31 y 180 días posteriores al clic.
the conversions right I had one client then it was very convoluted Facebook ad to booked appointment to sale which was like a $4,000 sale meta showed zero sales we could show um in 30 days they weren't breaking even but they made another like million dollars in the 30 to 90 days your conversions are from 31 to 180 days from the first month can you take that
Escúchalo en el minuto 37:01
Reducción del 73% en el eNCAC mediante optimización de campaña
Medición y experimentosEl costo de adquisición de clientes nuevos (eNCAC) de la campaña disminuyó un 73%, pasando de 340 a 90 dólares tras el periodo de optimización.
this enat came down 73% it went from 340 to 90 which is amazing now when they first started this campaign and had a 340 enca they are probably ready to jump out the window they're like I'm going to get sacked enac 340 my aov is only 158
Escúchalo en el minuto 29:55
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.