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5 Important Takeaways from the 2023 Meta Brand Summit Part 2 | Perpetual Traffic EP 535
23 ideas de marketing sacadas de «5 Important Takeaways from the 2023 Meta Brand Summit Part 2 | Perpetual Traffic EP 535», de Perpetual Traffic. Sobre…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 41 min
- Publicada en 2023
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Creative es el nuevo targeting: cuando el algoritmo hace el targeting, el creative es tu única palanca real
Mensaje y copywritingRalph Burns articula la tesis central de 2023+: 'Creative is the new targeting. Underline, underscore, full stop. Ubiquitous truth'. La razón: (1) Advantage+ Shopping y Performance Max hacen el targeting automáticamente — no puedes ganarle al algoritmo en精细度, (2) Meta/Google auditan cuentas y limpian targeting manual, (3) las audiencias que sí controlas (custom audiences, lookalikes) están saturadas. La implicación…
say that to you cuz you're the press." I thought that was so funny. I'm like, "I'm on your side." I'm like, "I'm the press." You need a press pass? Like, "I'm the press." Like, "Yeah." Yeah. Uh so, but anyway, so All right, this is the thing that you have to take away as a Google advertiser is so important for you. But forget all you Google advertisers cuz well, actually I shouldn't say this. Maybe this is just as important because of And maybe this is the reason why you're not so happy with Google Performance Max these days is that creative is the new targeting. Mhm. Underline, underscore…
Escúchalo en el minuto 27:56
Mensaje y copywritingLa dicotomía clásica 'brand building o performance marketing' es falsa. La solución operativa de Ralph: 'los ads y las campañas y los audiences que funcionan bien con tu website conversion, simplemente ponlos en una consideration campaign o awareness campaign con small budget — mismo creative, mismo audience, mismo copy, pero con diferente objective'. La razón: ya validaste que el messaging conecta (porque convirtió…
to create brand cuz you listened to one Perpetual Traffic episode. Does that make sense? So I'm going to I'm going to repeat what I think Meta is telling us. And you tell me how You tell me how good I'm doing here, Ralph, okay? Okay. Meta is saying you don't need performance or trackable performance. Uh you don't need to be able to measure everything. You don't need people even really watch the whole video. And you don't need to be good at this. All you need to do is start spending money with us and continue to spend money with us and you will see on a long enough timeline but longer than we…
Escúchalo en el minuto 23:32
Byron Sharp's micro-moments: brand building no es un Super Bowl ad, son miles de interacciones chiquitas
Mensaje y copywritingByron Sharp (How Brands Grow) explica que la gente piensa que brand = 'tentpole moment' (Super Bowl ad, lanzamiento gigante). La realidad: brand es acumulación de micro-moments. 'I see a Wendy's ad halfway over here, and then I see it in my car and I see a billboard, and then I hear the tail end of a commercial, and then I see it on USA Today on my iPad — all of those are NOT tentpole moments. Brand is all about…
Yeah, cuz it actually makes sense. So, uh But anyway, so I I assume you stave off scurvy Stay with me. Stay with me on this wacky analogy. You stave off scurvy by having a lime a day as opposed to getting scurvy and then eating lots of limes and trying to cure your problem. That's true, but here's this guy, Mr. Sharp, saying you don't need all that. Like don't worry about the limes before or after. It doesn't matter. I I'm going for a different point here. Okay. He He actually says, and I agree with him on this, is that you do not need and this is the first time I've ever heard this by the…
Escúchalo en el minuto 18:05
Los ROAS claims de Meta y Google son marketing, no data: cuestiona los 3:1 y 8:1 con tu propio attribution
Medición y experimentosMeta claims $3.31 return per $1 spent. Google claims $8 per $1 en Search Ads. Ralph Burns es explícito: 'sabemos que esto es mentira. Si la gente realmente obtuviera 1:8 consistentemente, no perdería un cliente nunca'. La razón de la exageración: metodología de attribution optimista. Meta mide attribution window de 28 días (default), pero el optimization window máximo en Ads Manager es 7 días. Lo que Meta está…
ever." I'm like, "Uh I don't know if I really believe it." Um for every dollar spent on Meta, okay? They deliver $3.31 in return. Yeah, Google has a similar stat. There's this one to eight. And I've always screamed for One to eight? Swear to god. Yeah, I wonder if that's still published. For every dollar spent on Meta, it delivers a what return? Uh $3.31. So, maybe over time, I could see that, yes, but that seems a little on the high side to me. That's why like the magic. You know, whenever you go, yeah, ask like a new prospect. It's like, "Hey, what kind what, you know, what's your ROAS…
Escúchalo en el minuto 13:16
Advantage+ Shopping requiere 50-70 creatives: si no tienes volumen, el algoritmo no tiene nada que testear
Estrategia de contenidosAdvantage+ Shopping (A+ shopping, el equivalente de Meta al Google Performance Max) funciona mejor cuando le das 50-70 creatives, no 10-20. La agencia que más lift vio fue la que invirtió en producción de creative masiva. La razón técnica: Advantage+ hace el matching entre creative x audience x placement automáticamente. Si solo tienes 10 creatives, el algoritmo tiene pocas permutaciones para testear. Con 50-70+…
about as well and another one that we've been the recipients of many pitches from Meta on is Advantage Plus campaigns. Or now they're calling A plus cuz it just sounds cooler. Advantage Plus shopping is one of the ones right now that is very very similar to Google Performance Max. Our media buyers have tried it with various levels of success. What they did say is that we're probably not putting in enough creative. Like the ones where we put in more creative, not 10 to 20 creative, but 50 to 70 creatives. That is also in an agency group that I was speaking with at Meta. They said that's…
Escúchalo en el minuto 31:03
Estrategia de contenidosMeta empujó fuerte a los advertisers hacia Reels en 2023 — 200B plays/día, comparable al display inventory de Google. La implicancia estratégica: 'Reels son el display network de Meta o el equivalente — es donde tienen el mayor inventory'. La mecánica práctica de los advertisers: (1) crear campañas dedicadas a Reels (no solo todas las placements mezcladas), (2) usar creative vertical short-form (UGC-style), (3) el…
point is 200 billion plays on Reels. Like, Reels is a thing. If you're not advertising specifically on Reels, or at least selecting that as a as a uh as a placement, we sometimes do individual campaigns where it's all placements and then pull out Reels and then we'll do Reels together. Um I think we you can't separate it from Reels and Facebook stories. I forget what it is. That there's buttons that you can't deselect, but you can do Reels only with, you know, the counterpart in Facebook cuz they're basically two things, but they're basically the same. It's the same video content. So, the…
Escúchalo en el minuto 10:40
El 70% del ROI en Meta viene del creative — el resto es targeting y placement secundario
Medición y experimentosMeta presentó en su 2023 Brand Summit la stat: '70% del potential ROI de advertising en Meta viene del creative'. Ralph Burns y el equipo son escépticos del número exacto (la metodología es opaca), pero aceptan la implicación operativa: el creative es la palanca #1, no el targeting ni el placement. La razón por la que la mayoría de marketers fallan: copian lo que otros hacen, usan 10-20 creatividades cuando deberían…
There is a This is one that is a writer-downer for your creative people out there who are struggling to win the battle of you versus media buyers. 70% of the potential return on investment for advertising on Meta comes from the creative. Now, I don't know how they measured it. I was just bro, I I'm Full stop, Ralph. Now, I want to fight someone. How on Earth could that possibly be quanti- Who is the statistician who sold his or her soul signing off on that? How, dude? Come on now. Yep. 70%, baby. There it is. Has nothing to do with your copywriting. comes from chewing. Like, the digestive…
Escúchalo en el minuto 2:48
El marketing es un ecosistema, no silos: las campañas de marca en una plataforma reducen el coste de conversión en todas las demás
Medición y experimentosUno de los hallazgos más relevantes del Meta Brand Summit fue la evidencia cross-platform del efecto de marca. Cuando las campañas de brand awareness corren en Meta, no solo mejoran los resultados dentro de Meta — también reducen el coste por conversión en Google (más búsquedas de marca, CPC más bajo), mejoran el tráfico orgánico y potencian cualquier otro canal activo. Los panelists многоплатформенных enfatizaron…
If I spread it out into and this is what this case study is going to be about which I'm obviously I'm building up a lot here is what we saw is that it just drove more brand name Google searches which are lower cost per click. Anyway, as opposed to like what the Meta ads did from 7 to 70,000 in spend it lowered the cost of conversions on Google. Like a tremendous correlation. It's really killer. Like this is where the two things start to merge together. They're looking at it go up. Okay? That's why you need a tool like Wicked Reports like Northbeam. For us, you know, we use a combination of…
Escúchalo en el minuto 35:12
Valida tu producto antes de gastar en contenido de creadores
Investigación de mercado y clienteLos hosts advierten que muchos anunciantes contratan creadores y gastan en ads para productos que no tienen diferenciación real en el mercado. El contenido de creadores no puede vender un producto sin diferenciador. La recomendación es que primero debe existir una oferta validada con ventas reales antes de invertir en campañas de contenido de creadores. Esto conecta con la experiencia personal del host Ralph, quien…
marketers. And this comes from a guy who's first three businesses completely failed cuz all three products sucked, by the way. Just so you know, I'm not denigrating people who try and start businesses, but I had the good sense enough to um move on, pivot, go for something that people actually wanted. We'll talk about that in some show. I'd rather not, by the way. Maybe on a day where you feel more like a psychiatrist than a co-host. to be in that particular case. Maybe the product isn't really that great. You know, we've had some creator content that's been done for crappy products that just…
Escúchalo en el minuto 5:28
Meta AI Sandbox: text variation + image expansion + background generation — úsalo como assistant, no como replacement
Estrategia de contenidosMeta anunció en 2023 su AI Sandbox con 3 features prácticas: (1) Text variation — genera variantes de tu ad copy basadas en qué texto está funcionando mejor, (2) Image expansion — convierte una imagen square 1:1 en 9:16 (perfecto para Reels) sin recortar el subject, (3) Background generation — para DPA (Dynamic Product Ads), cambia el background del producto con AI-generado. El positioning de Meta: 'AI es un…
But man, does it work. So, uh the next step we talked about a lot of AI stuff. There's this AI sandbox, which is coming, which they've been talking about for quite some time. Text variation of ad copy, background segmentation, which is like fill in the background. I have not seen this in every ad account yet. We've seen it in a couple of ad accounts. Like you can vary text based upon the best text that's working for your ad with AI auto generates it, which is kind of cool. And so, completely flipping the script here from brand over to like, "Hey, we're an AI company." cuz they actually are an…
Escúchalo en el minuto 26:41
Mezclar campañas de marca con campañas de conversión genera 18% más conversiones dentro de Meta
Canales de adquisiciónMeta presentó datos propios que muestran un incremento del 18% en conversiones cuando se combinan campañas de marca (awareness) con campañas orientadas a conversión dentro de la misma cuenta. Los presenters del summit empiricamente verificaron que esa cifra es conservadora — en la práctica observaron lifts incluso superiores. Este fenómeno se explica porque las campañas de marca predisponen al usuario, reducen la…
there's an 18% increase in convert 18% increase in conversions when you mix brand and conversion campaigns together. Google. Like a tremendous correlation. It's really killer. Like this is where the two things start to merge together. They're looking at it like all right, 18% increase in conversions when you mix brand and conversion. But what about your other platforms? They don't mention any of that. That's
Escúchalo en el minuto 34:45
ConversiónMeta presentó data interna: cuando un advertiser corre Reels (vs feed image ads), obtiene (1) 90% increase in likelihood of purchase, (2) 97% increase in add-to-carts, (3) 4.54 ROAS lift. La mecánica: si tu baseline ROAS es 3X con feed, con Reels puede llegar a 7.5X. Las razones probables: Reels capturan attention de manera más completa (video + audio vs static), permiten demo del producto, generan más emotional…
Yeah, when you run Reels and here we go. Here's another stat for you. When you run Reels, you get a 90% increase or likelihood of purchase for your product. 90% and 97% increase in add to carts and a 4.54 ROAS increase. Increase. When you run Reels, 90% likelihood of purchase is increased, 90% increase, 97% increase in add to carts. 4 and 1/2 uh ROAS increase. 4.5 ROAS increase. So, if I'm getting a 3x ROAS Yeah. then I'll have a 7 and 1/2 x ROAS. Uh I think in real I think this is in real terms. Yeah, so 7.54 as opposed to uh what would that be? 13 and 1/2 ROAS like multiplied. You're saying…
Escúchalo en el minuto 32:28
Canales de adquisiciónUna táctica concreta del show: tomar las creatividades y audiencias que mejor funcionan en campañas de conversión y lanzarlas en campañas de consideración o brand awareness con un presupuesto pequeño. Se usa el mismo contenido, las mismas audiencias, pero con un objective diferente (video views, traffic, brand awareness, reach). Esto permite capitalizar creatividades ya optimizadas para generar micro-exposiciones de…
people is that what we found is the ads and the campaigns and the target audiences that work well with your website conversion campaigns, just put them in a consideration or an awareness campaign with small budget, the same ads same the same content, same creative, same audiences okay? And start doing it that way at low levels of spend because that way you've dialed in your messaging to a certain degree. Okay? You're going with a different objective, maybe a traffic objective, a video view objective, brand awareness objective, reach objective, whichever you choose. But then you're using your…
Escúchalo en el minuto 22:38
Reels como complemento de campañas existentes genera 90% más probabilidad de compra y 4,54x más ROAS
Canales de adquisiciónSegún datos presentados en el Meta Brand Summit 2023, añadir Reels como formato publicitario sobre campañas ya activas produce un aumento del 90% en la probabilidad de compra, un incremento del 97% en add-to-carts y una subida del 4,54x en ROAS. Esto significa que una campaña existente con 3x ROAS podría pasar a 7,5x o más simplemente añadiendo Reels como complemento. Meta reconoce 300.000 millones de…
300 billion views every single day. Cost them a lot of inventory over there likelihood of purchase for your product. 90% and 97% increase in add to carts 4 and 1/2 uh ROAS increase. 4.5 ROAS increase. Yeah. then I'll have a 7 and 1/2 x ROAS. Uh point is is if you're not doing Reels, you're missing out. Even if the stats are a little bit light on the details.
Escúchalo en el minuto 31:57
Advantage Plus Shopping requiere 50-70 creatividades, no 10-20, para funcionar correctamente
Canales de adquisiciónLas campañas Advantage Plus Shopping de Meta, análogas a Google Performance Max, requieren un volumen muy superior de creatividades para desplegar su potencial — entre 50 y 70 assets creativos, frente a las 10-20 que muchos anunciantes asignan. Esto se debe a que el algoritmo necesita diversidad suficiente para probar combinaciones y allocate presupuesto hacia los segmentos de audiencia con mejor retorno. Quienes…
creative. Like the ones where we put in more creative, not 10 to 20 creative, but 50 to 70 creatives. That is also in an agency group that I was speaking with at Meta. They said that's actually the key right now with Advantage Plus shopping, which means more power, more emphasis on creator content. Guess what? Where is most of that inventory going when you create 9 by 16 video? Duh, going to Reels. 300 billion views every single day. Cost
Escúchalo en el minuto 31:27
Canales de adquisiciónEn Meta, el creativo tiene más impacto en los resultados que cualquier otra palanca del anunciante. Una vez que se hace higiene de cuenta, la siguiente mejora más grande viene del creativo. Este es el principal engranaje de la maquinaria. Los medios restantes (audiencias, bid strategies, placements) ofrecen menos control y menos palancas propias al anunciante. La implicación directa: invertir en producción creativa…
70% of of shoppers discover new products Mhm. biggest thing that we see. Like once we clean up the account, use some account hygiene. We've talked about that in a couple of shows here. We'll leave links in the show notes to that. The next biggest thing is usually is the creative. Cuz it's the creative it's the biggest cog in the machinery now for us. It's the largest part of our staff by far. Well, it's one of the only levers we have left that's completely our own. Right. Yeah, 100%. goes away, creative has to be the targeting. So I I'd agree with that
Escúchalo en el minuto 4:14
Investigación de mercado y clienteEl Meta Brand Summit 2023 presentó stats que dimensionan la plataforma: (1) 3.8B monthly active users — mitad del planeta, (2) 200B Reels plays por día, (3) 303M creators worldwide activamente produciendo contenido comercial, (4) $26B en ad spend sobre creator content en 2022 (creciendo). Implicancia: la plataforma es ahora un canal dominado por UGC + creator content + short-form video (Reels). El inventory de Reels…
Advantage plus shopping is one of the ones right now that is very similar to Google Performance Max. Our media buyers have tried it with various levels of success. What they did say is that we're probably not putting in enough creative. Like the ones where we put in more creative, not 10 to 20 creative, but 50 to 70 creative. All right, so we are back. We're talking about the brand building summit I was just in uh New York. By the way, uh I was in like the Meatpacking Chelsea area of New York. I love that area of New York. I could live there. Where is that? The Meatpacking? It's in like it's…
Escúchalo en el minuto 0:00
Medición y experimentosLos hosts observan que cuando preguntan a nuevos prospectos cuál es su meta de ROAS, la respuesta siempre es 3x. Consideran que esto responde a los costos de goods sold y SG&A, pero también señalan que debería ser más diferenciado según el modelo de negocio. Esta uniformidad sugiere que 3x funciona como un benchmark práctico aunque simplificado. La implicación es que los anunciantes deberían entender su propia…
You know, whenever you go, yeah, ask like a new prospect. It's like, "Hey, what kind what, you know, what's your ROAS goal?" 3x. Everything is always 3x. Always 3x. It's always 3x. Which I get why because of cost of goods sold and SG&A and all these other sorts of things, but like that's something that's needs to be slightly different. Are you showing a screen here? Oh. Yeah, so if you're watching us at perpetualtraffic.com/youtube, here we are on it's
Escúchalo en el minuto 13:56
La marca se construye con micro-exposiciones, no con momentos puntuales
Mensaje y copywritingByron Sharp, referenced en la summit,反对la idea de que construir marca requiera grandes eventos splash tipo Super Bowl. La evidencia sugiere que la marca se construye a través de pequeños compromisos incrementales acumulados en el tiempo: ver un anuncio en Instagram, notar un billboard, escuchar el final de un comercial. No necesita un momento tentpole. Esta perspectiva desafía el enfoque de muchos anunciantes que…
incrementality, small wins all along the way. It's like He's like all of those things, those are not tentpole moments. Brand is all about just little steps, tiny little things, marketers. And this comes from a guy who's first This This is a quotable phrase. You do not need a tentpole moment. commercials and not the game actually when it comes to them right now cuz they're so horrible. But I will More scoring in the commercials. More scoring in the commercials, absolutely. So I'll watch and then but I'll see like the ad if I see a cool ad I'll like I'll stop and I'll watch the
Escúchalo en el minuto 5:28
200 mil millones de reproducciones de Reels diarias en Meta
Canales de adquisiciónMeta reporta 200 mil millones de reproducciones de Reels al día en su ecosistema. Los hosts discuten que 'play' técnicamente se mide a partir de 3 segundos de visualización y puede contar incluso cuando el usuario hace scroll rápido. Even so, el volumen indica que Reels es el formato con mayor inventario disponible en Meta, funcionando como la red de display equivalente de la plataforma. El inventario es abundante…
is that there are 200 billion reels plays every single day on Meta. Reels. 200 billion plays. So, this is all sort of building up to, you know, if you're not doing creator point is is 200 billion plays on Reels. Dude, Reels are Meta's display network or the equivalent of. It's where they have the most inventory. And the interesting thing in that stat is the word play cuz play means start, but it doesn't speak to elapsed time. And if you're scrolling through Reels, I mean, I could scroll through 50. I I actually really be curious. How many Reels could you scroll through a second? Three or…
Escúchalo en el minuto 10:04
26B USD en gasto publicitario en contenido de creadores en Meta (2022)
Canales de adquisiciónMeta reportó que en 2022 se invirtieron $26 mil millones de dólares en contenido de creadores dentro de su plataforma, con proyección de crecimiento acelerado hacia 2025. Este dato confirma que el contenido de creadores es una categoría de inversión publicitaria significativa y en expansión. Los hosts notan que existe mucho contenido de creadores de baja calidad que funciona como simple 'shilling', lo cual diluye el…
overstated or slightly inflated, the point is like if anyone listening to this show thinks that Meta is like irrelevant, think again. If your ads aren't working on Meta, it's probably because maybe you're not listening to this show enough, but All right, here's another number for you. $26 billion in ad spend on creator content in 2022 on Meta. And it's expected to grow faster through 2025. So a lot of creators, a lot of spend. It's a trend. It's a thing. At what point does it get saturated? I don't know. You know, crappy creator content is ineffective creator content. So there's lots of…
Escúchalo en el minuto 4:53
Canales de adquisiciónLos media buyers que probaron Advantage Plus Shopping en Meta (comparable a Google Performance Max) encontraron que las campañas con 50 a 70 creatividades rendían significativamente mejor que las que usaban 10 a 20. El sistema necesita volumen de variantes creativas para que el algoritmo encuentre combinaciones ganadoras. Usar pocas creatividades fue identificado como una causa principal de resultados mediocres con…
more creative, not 10 to 20 creative, but 50 to 70 creative. All right, so we are back. We're talking about the brand building summit I was just in uh New York. By the way, uh I was in like the Meatpacking Chelsea area of New York. I love that area of New York. I could live there. Where is that? The Meatpacking? It's in like it's on the Hudson. It's like lower uh West Side. Okay. Southwest like just past Soho and yeah. It's where the 9/11 Memorial is. Yes, exactly. It's right in there. It's got this thing the High Line where it's
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Meta atribuye un retorno de $3.31 por cada dólar gastado en publicidad
Medición y experimentosMeta klaim que por cada dólar invertido en su plataforma, los anunciantes reciben $3.31 de retorno. Los hosts del show (especialmente Ralph, de Google) reciben esta cifra con escepticismo, señalando que es superior al objetivo de 3x que el industry considera realista. También señalan que la metodología de Meta usa ventanas de atribución más amplias que lo que permite su propia plataforma para optimización (7 días)…
creative. I might not have written it down exact. Trying to read my scribbly notes on my Remarkable here. Um And uh this is a good one. All right. This one I believe. They deliver $3.31 in return. Yeah, Google has a similar stat. There's this one to eight. And I've always screamed for One to eight? Swear to god. Yeah, I wonder if that's still published. For every dollar spent on Meta, it delivers a what return? Uh $3.31. So, maybe over time, I could see that, yes, but that seems a little on the high side to me. That's why like the magic. You know, whenever you go, yeah, ask like a new…
Escúchalo en el minuto 3:57
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