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5 Takeaways from the Meta Agency Performance Summit | Perpetual Traffic EP 530
27 ideas de marketing sacadas de «5 Takeaways from the Meta Agency Performance Summit | Perpetual Traffic EP 530», de Perpetual Traffic. Sobre todo de…
- 27 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 01 min
- Publicada en 2023
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Canales de adquisiciónPara aumentar la presencia de una campaña de Performance Max en ubicaciones de alta intención como Search o Standard Shopping, activa en paralelo campañas estándar para esas ubicaciones; aunque las campañas estándar tengan visibilidad limitada, la señal incita al algoritmo de PMax a pujar más en esas redes de mayor valor.
really interesting actually if you don't know this if you're running performance Max right now and you're like I'm not showing up in search or standard shopping the way that I want to go run a search or standard shopping campaign next to your performance Max campaign here's what's crazy those campaigns will experience little or limited visibility but your pmax will start to push into search and shopping so you can you can force pmax where you want it to go by telling Google if you don't do it I will and then Google all of a sudden pushes pmax into the higher value networks interesting hack…
Escúchalo en el minuto 32:30
Canales de adquisiciónEn la publicidad digital automatizada moderna, la pieza creativa es la que construye la audiencia; al profundizar en dolores y deseos específicos de los avatares, el propio anuncio filtra y atrae al comprador ideal incluso sin segmentación manual previa.
like targeting is the most important thing which I do think targeting is important but what we found is that creative creates the actual audiences because it identifies the avatars based upon the creative and the pains and the desires because you understand the Avatar the deeper you go into that creative it creates your audiences for you even if you're like wide open targeting
Escúchalo en el minuto 39:44
Diversificación creativa real: cambios estructurales en lugar de microvariaciones
Canales de adquisiciónPara diversificar creativos de forma efectiva en publicidad pagada (como Meta Ads), se deben crear anuncios radicalmente distintos en mensaje, enfoque visual, problemas abordados y tipos de cliente en lugar de aplicar pequeños cambios sobre un mismo anuncio. Esto proporciona al algoritmo la flexibilidad necesaria para mostrar el mensaje adecuado al segmento de audiencia correcto en cada momento.
a tendency to think of like small changes being the thing that's going to you know be Diversified but that's really not what they are suggesting and we we see this as well and that is your diversification kind of comes down to a few different elements one is changing the messaging so whether that's on within the ad or within the copy then you start to get into visual diversification so you know the type of person that might be seeing this does that person look like them are you you know do other ways of showing um the problems and solutions that you're solving really putting a lot of…
Escúchalo en el minuto 56:40
Medición y experimentosTener implementada la Conversions API de Meta no garantiza un rendimiento óptimo si la calidad de los datos (Event Match Quality / EMQ) está por debajo de los umbrales recomendados. Para alimentar eficazmente el algoritmo publicitario, los anunciantes deben priorizar el enriquecimiento de datos de primera parte (first-party data) para maximizar la tasa de emparejamiento de eventos.
so even though we have super strong um implementation of Cappy across our clients the data quality we were below what they would consider a good threshold and that is solely driven by the EMQ scores so event matching quad event match quality which is basically towards this strong first party data that is raising the emqs now whether a virtuous cycle of action feed the algorithm action feed the algorithm and that's really where the EMQ is it's matching how many times that event is actually fired and fed back
Escúchalo en el minuto 50:27
Canales de adquisiciónPara pautar en Reels eficientemente se sugiere una adopción en tres niveles: 1) activar Advantage Placements para que el algoritmo distribuya automáticamente los anuncios; 2) crear creatividades adaptadas a 9:16 con audio activo y respetando las zonas seguras donde la interfaz no tape textos o acciones; y 3) producir anuncios nativos con tono de contenido orgánico y educativo en lugar de anuncios convencionales.
advertising in three steps the first is just turning on Advantage placements and letting your stuff show up there they didn't talk about having specific reels campaigns uh the next step with reals is creating a real friendly content so thinking of that nine nine by sixteen sound on and respecting the safe zones so that you don't interfere with the interface and then the last step is like actually developing and creating reels as ads things that are highly engaging and educational similar to tick tock's line of don't create ads create tick tocks media it's the where you place the action and…
Escúchalo en el minuto 23:17
Generación de mil variaciones de anuncios con creativos dinámicos
Canales de adquisiciónCombinar 10 titulares, 10 textos principales y 10 recursos visuales en campañas de creativos dinámicos (Dynamic Creative) genera automáticamente 1.000 combinaciones de anuncios para que la plataforma optimice la entrega según el usuario.
you know meta has their Dynamic creative campaigns and if you know to get to a thousand that's ten headlines 10 you know pieces of body copy and 10 created right right that's a thousand right there so it's not like you as thousand combinations a thousand combinations which is a thousand ads
Escúchalo en el minuto 41:42
Canales de adquisiciónEn la publicidad digital actual, la segmentación manual por intereses o audiencias similares pierde relevancia frente a la pieza creativa y su mensaje, ya que los algoritmos de machine learning analizan el contenido del anuncio para predecir y encontrar a la audiencia con mayor probabilidad de interactuar.
like we have seen that like time in and time out the thing that really differentiates it's so much less so about like what interest that you use or what lookalike audience with a seed audience it's so much about top end creative and what's that messaging because that identifies the Avatar and then that creates the audiences and that creates your targeting so it's a really totally incorrect like the machine learning is smart enough to analyze the creative have predictions about it and start running it towards a certain audience that is most likely to engage with it and either expand or…
Escúchalo en el minuto 40:09
Canales de adquisiciónPara que el aprendizaje automático de Meta optimice la conversión de manera efectiva necesita dos elementos clave: 'Flexibilidad' y 'Combustible' (Fuel). La flexibilidad implica dar margen al algoritmo mediante la suite de automatización (Advantage+) y una amplia diversidad de creatividades para emparejar el anuncio correcto con el usuario adecuado. El combustible consiste en el presupuesto publicitario y, de forma…
comes down to like two key things that the machine that meta's machine learning needs to be successful for us and that is flexibility and Fuel and everything flexibility that's really making sure that the machine learning has or the machine has the ability to try things to find the most optimal path of conversion um so that looks like stuff like you taking advantage of the full advantage Suite um giving a lot of creative diversity so that it can put the right thing in front of the right person at the right time if you think of fuel of course there's ad spend and they want more of that fuel…
Escúchalo en el minuto 17:10
Canales de adquisiciónCuando las plataformas lanzan formatos de anuncios automatizados (como Google Performance Max o Meta Advantage+), los primeros anunciantes se benefician de inventario prioritario y menores costos debido a la baja competencia. A medida que la adopción se masifica, el rendimiento decae y los costos suben. Conviene adoptarlos de inmediato para capturar el arbitraje inicial, pero sin volverse dependiente en exceso de un…
the more people that adopted performance Max the more competitive it got the lower the performance to the point now to where it's actually gone from Blue Ocean to Red ocean we're migrating away seeing in Advantage shopping is a byproduct of the fact that they're they're first to Market prioritizing those advertisers giving more people adopt Advantage shopping if the performance will drop in direct which means two things it means one get in now get in early while the getting's good and two don't be overly reliant on it because if you know you probably could benefit from some initial cost…
Escúchalo en el minuto 27:43
Canales de adquisiciónCuando las plataformas lanzan formatos de anuncios automatizados (como Google Performance Max o Meta Advantage+), los primeros anunciantes se benefician de inventario prioritario y menores costos debido a la baja competencia. A medida que la adopción se masifica, el rendimiento decae y los costos suben. Conviene adoptarlos de inmediato para capturar el arbitraje inicial, pero sin volverse dependiente en exceso de un…
the more people that adopted performance Max the more competitive it got the lower the performance to the point now to where it's actually gone from Blue Ocean to Red ocean we're migrating away seeing in Advantage shopping is a byproduct of the fact that they're they're first to Market prioritizing those advertisers giving more people adopt Advantage shopping if the performance will drop in direct which means two things it means one get in now get in early while the getting's good and two don't be overly reliant on it because if you know you probably could benefit from some initial cost…
Escúchalo en el minuto 27:43
Uso iterativo del prompt 'simplifica esto' para optimizar la claridad del copy
Mensaje y copywritingPara eliminar el lenguaje excesivamente complejo en textos publicitarios y correos, se recomienda introducir el borrador en ChatGPT con la instrucción 'Simplify this' (simplifica esto) e iterar pidiendo reducciones adicionales hasta alcanzar un nivel de lectura directo y comprensible (equivalente a séptimo grado).
the the more simply you can say something the better you are at communicating period which means I'm a and and my favorite prompt is two words it's simplify this and then I enter the everything even emails that I'm sending to people I'm just like simplify this take chat gpt's output and I'll do it again and I'll say simplify this or I'll ask can you simplify this further can communicating and do this with ad copy by the way try doing it with ad copy supposed to communicate to people on a seventh grade level to say something that can be said in one GPT will do that it'll take a whole paragraph…
Escúchalo en el minuto 6:55
Escalado masivo de pruebas creativas combinatorias mediante IA para motores algorítmicos
Canales de adquisiciónEn lugar de probar diez anuncios estándar, el futuro del marketing digital consiste en usar IA generativa para combinar masivamente avatares, productos y propuestas de valor en miles de creatividades y entregarlas a motores como Performance Max para que el algoritmo determine qué pieza convierte a cada usuario.
I think what we really need to start talking about is a thousand thousand ad sets but if you look at the way that AI works it's it's a prompt it's here are my 10 avatars here are my 10 products here are my 10 value propositions take all those you know 10 by 10 by 10 uh pump that into gbt and mid journey and it all comes out in an airtable database and now I have my 10 000 ads and I'm going to plug this into the top of performance Max and when it but performance Max will know what goes to who what sells to who et cetera Etc
Escúchalo en el minuto 38:57
Técnica de prompting iterativo para sintetizar textos eliminando texto de relleno
Estrategia de contenidosPara generar resúmenes concisos y legibles mediante modelos de lenguaje, el prompt debe instruir a la IA a releer el texto original en varias pasadas continuas, verificando que no se omita información clave mientras depura activamente el lenguaje florido y redundante.
communication well it was actually a research study or paper that was dropped by Salesforce maybe a couple weeks back where they have developed this prompt that really makes sure that you have a condensed readable um summary of the thing that you want and it asks Chachi PC to cycle through and see to read through the main article multiple times to see if anything is missed in the summary and if there's flowery language to get rid of it uh
Escúchalo en el minuto 13:34
Canales de adquisiciónEl formato Reels concentra el 30% del tiempo total invertido por los usuarios dentro de Instagram, y su lanzamiento impulsó un incremento del 24% en el tiempo global de uso de la plataforma.
launched reels the um total amount of time spent on Instagram went up by 24 percent and 30 of all time on Instagram is in reels that's like 30 of the audience
Escúchalo en el minuto 20:19
Reducción de CPMs en Meta mediante Advantage Placements
Canales de adquisiciónEl uso de ubicaciones automáticas (Advantage Placements / Advantage+) permite abaratar los CPMs al aprovechar el aumento de oferta publicitaria disponible en nuevos espacios como Reels, rompiendo la tendencia habitual de encarecimiento continuo de los costes de anuncios.
impact cpms then because as in any Organic Market with an increase in Supply you should see a decrease in pricing nobody else is doing this and yet cpms don't seem to have moved those who are using Advantage placements their cpms drop is I haven't empirically proven this but like cpms have decreased on meta oh my God they actually have shown that actually showed that Yes cpms actually have decreased and I wonder if saying there's more exactly yeah exactly because of Advantage Plus and now reels
Escúchalo en el minuto 47:39
Escalado del volumen de pruebas creativas a gran escala
Medición y experimentosEn lugar de limitarse a probar alrededor de 10 anuncios o conjuntos de anuncios como acostumbran muchas agencias, la experimentación publicitaria de alto rendimiento debe escalar hacia el testeo de cientos o hasta mil variaciones creativas.
future of all things to do to marketing most agencies test like 10 ads or 10 ad sets even I think what we really need to start talking about is a thousand
Escúchalo en el minuto 0:28
Expansión algorítmica de audiencias mediante Advantage Audiences en Meta
Canales de adquisiciónA diferencia del targeting tradicional que restringe la entrega a parámetros fijos, Advantage Audiences utiliza la audiencia definida solo como semilla inicial y la expande mediante aprendizaje automático para localizar prospectos similares y reducir el costo por adquisición (CPA).
traditionally with Facebook you think of targeting and that's really narrowing what Facebook does and who they speak to but now with Advantage audiences you give them that seed which is saying who you want to go after and it'll expand upon that to help find more similar people to keep your overall CPAs low
Escúchalo en el minuto 21:35
Canales de adquisiciónCon la introducción de Reels, el tiempo total de permanencia de los usuarios en Instagram creció un 24%, llegando a concentrar el 30% de todo el tiempo consumido dentro de la aplicación.
of is reels like they were talking about power of reels for Instagram not just through advertising but as a whole so once they launched reels the total amount of time spent on Instagram went up by 24 and 30 of all time on Instagram is in reals I have an empirically proven
Escúchalo en el minuto 0:03
Expansión del inventario publicitario en Instagram impulsada por Reels
Canales de adquisiciónMeta reporta que el uso de Instagram creció un 24% tras la introducción de Reels y que alrededor del 30% del tiempo de los usuarios se destina a este formato, lo que incrementa sustancialmente el volumen de inventario publicitario disponible.
and meta is saying saying that Instagram usage has increased 24 by having reels Instagram which means there's more inventory now it's in a different space it's in reels which they're saying like 30 of time is spent on reels there's probably tons of inventory there now is a new literally like like that's a whole other inventory Supply which has
Escúchalo en el minuto 46:36
Las campañas Advantage+ Shopping usan un modelo independiente que reduce la fase de aprendizaje
Canales de adquisiciónLas campañas Advantage+ Shopping (ASC) en Meta están entrenadas con un modelo de aprendizaje automático completamente independiente y separado de las campañas tradicionales de conversión web, lo que les permite salir de la fase de aprendizaje mucho más rápido.
not too much they did actually say that the advantage shopping campaigns is a completely different model that was trained on which is separate and so it's get out of the learning phase a lot faster it talks about that
Escúchalo en el minuto 54:55
Incremento de entre 40% y 100% en EMQ al optimizar el envío de datos de primera parte
Medición y experimentosLa implementación de herramientas de terceros dedicadas a enriquecer los datos de eventos enviados a Meta logró elevar las puntuaciones de Event Match Quality (EMQ) entre un 40% y un 100% según el tipo de evento, superando el umbral de calidad exigido por Meta.
with a company on and it's increased our emqs by between 40 and 100 depending on the event which is massive and it's it took ours over the threshold of uh meta's data quality
Escúchalo en el minuto 53:21
La precisión en el comprador objetivo prevalece sobre la oferta y el mensaje
Investigación de mercado y clientePoner un anuncio frente al comprador adecuado y cualificado es más determinante para cerrar una venta que la calidad del mensaje o de la oferta; un anuncio con mensaje u oferta débiles puede funcionar ante el prospecto idóneo, mientras que una oferta extraordinaria fracasa si se muestra a quien no tiene la necesidad.
qualified buyer I think that's targeting saying this targeting is more important than message and offer if I'm putting the right if I have the right buyer I can have a diluted message and a diluted offer and still win but if I have an amazing offer but I can't Target the buyer what am I doing here
Escúchalo en el minuto 36:09
Las campañas automatizadas como Advantage+ Shopping requieren un volumen crítico de datos y presupuesto para funcionar
Canales de adquisiciónEl rendimiento de campañas basadas en automatización algorítmica (como Advantage+ Shopping de Meta) depende de contar con suficiente 'combustible': un volumen elevado de datos de primera fuente (first-party data) o un presupuesto publicitario alto. Por esta razón, las marcas grandes o con mayor inversión suelen tener más éxito con estos formatos que las pymes.
some success in other cases my sense is that some of the larger brands are using it almost exclusively did they give more and I suspect this comes down to a fuel problem it's not that Advantage you know plus shopping isn't working it's just there's not enough fuel so either that's not enough first party data or not enough ad
Escúchalo en el minuto 26:34
La automatización algorítmica reduce el arbitraje y absorbe los márgenes del anunciante
Canales de adquisiciónA medida que las plataformas publicitarias como Google y Meta sustituyen los controles manuales por sistemas automatizados ('cajas negras' como Performance Max o Advantage+), ajustan los costes de subasta para absorber el margen de beneficio de los sectores rentables, reduciendo las oportunidades históricas de arbitraje de tráfico.
that we all want more control or just maintain control it is going away with performance max they're not going there it's all turning into such a black know these Advantage Suite of things is taking away control and selling this and what's happening fast is where meta and Google Sees margin you know it's the Jeff Bezos quote your margin is my opportunity they eat that margin they're like oh making a ton of money in this industry this is great that traffic is now more expensive sir and they squeeze you all the way up until you're just soon as they applied AI driven media by the margin went to…
Escúchalo en el minuto 42:33
Adopción de ventanas temporales cortas en Marketing Mix Modeling (MMM)
Medición y experimentosLas grandes marcas están evolucionando el uso de modelos de atribución y Marketing Mix Modeling (MMM), pasando de análisis tradicionales año contra año a ventanas de tiempo más cortas para tomar decisiones de asignación de presupuesto con mayor agilidad.
it talks a bit about the mixed media modeling more so how bigger clients or bigger brands are using it instead of you looking at it at a year over year basis people are starting to look at it in shorter time frames and making decisions from that deeper big these are these are Big brands that are usually doing that level of tracking but point is is tracking and
Escúchalo en el minuto 55:13
La saturación de campañas automatizadas deriva el presupuesto hacia inventario de baja calidad
Canales de adquisiciónLa adopción masiva de formatos publicitarios totalmente automatizados genera saturación en el inventario de alta conversión (búsqueda y compras), obligando a las plataformas a derivar el presupuesto publicitario hacia redes de display con tráfico de menor valor.
performance Max was limited just due to the limitations of where the inventory traffic on display was always crap and then they put you know performance Max in it's like whoa now it's great and maybe all the good inventory and performance Max are good inventory on Display Network had a finite lifespan so that's why it's starting to burn out the same issues and I don't think Google realized they would encounter the um the dramatic swings in more people that rushed into performance Max the more inflationary the environment came maybe not as to the cost of the traffic but to the the value of the…
Escúchalo en el minuto 30:26
Omitir contenido en video corto limita el alcance de nuevas audiencias
Estrategia de contenidosNo tener presencia activa ni crear contenido en formatos de video corto como Reels implica desaprovechar un segmento completo de audiencia que tiene el potencial de escalar y hacer crecer el negocio.
today but just the reels tidbit here if you're not creating content in and around that platform like you're missing out on a whole segment of audience that could potentially scale and grow your business so uh thanks for
Escúchalo en el minuto 1:00:11
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