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Declassified: Secret Meta Ad Creative Strategies Revealed! | Perpetual Traffic EP 636
30 ideas de marketing sacadas de «Declassified: Secret Meta Ad Creative Strategies Revealed! | Perpetual Traffic EP 636», de Perpetual Traffic. Sobre todo…
- 30 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 03 min
- Publicada en 2024
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Canales de adquisiciónPara evitar sobredimensionar el gasto en audiencias tibias y de retargeting, se recomienda estructurar el tráfico de pago en un 70% de tráfico frío (TOFU), 20% de tráfico tibio (MOFU) y no más de un 10% en fondo de embudo o búsquedas de marca (BOFU), ajustando luego según el valor medio de pedido (AOV) y el ciclo de venta.
That one is going to be basically what you would say is your warm traffic existing customer's brand. That shouldn't really go over 10% of your total ad spend. I usually like to take traffic splits rather than spends. So I usually like to have 70% of my traffic be cold, 20% of my traffic be warm, and 10% of my traffic being like your purchasers, your brand searchers, your real true bottom of the funnel. That is a good traffic split to start with and then adjust as needed based on AOV and sales cycle.
Escúchalo en el minuto 53:52
Desglose de un problema en múltiples creativos según el nivel de consciencia
Mensaje y copywritingPara captar tráfico frío no consciente del problema, conviene producir anuncios separados que aborden el mismo dolor desde distintas fases de consciencia: uno que identifique el síntoma desconocido, otro que explique por qué es dañino y otro que ofrezca la solución, testeando cuál resuena antes de iterar.
So with everything within creative, like you still always have to think that you're talking to a cold audience, either, like, even though it still could technically be a warm ish audience. Like we always think of our strategy as a cold, unaware audience. So most of the creatives that we, you know, that will add into an account will be for a cold audience, and that they don't really know too much about it. So from there, I'm going to tell you about the gunk. I'm going to tell you why the gunk is bad. And then I'm going to tell you how to fix it. Within that, we can make three separate ads. So…
Escúchalo en el minuto 30:35
Combinar una imagen relatable con un síntoma común para detener el scroll y generar clics
Mensaje y copywritingEn anuncios visuales, la imagen simple y relatable sirve para captar la atención inicial, mientras que un copy breve que narra un síntoma o problema cotidiano genera identificación inmediata ('a mí también me pasa') y curiosidad para hacer clic.
And again, the fact that you even have the, you know, the slight copy on it, you know, she scratched so much, her beautiful coat became scruffy. It's a picture of a dog, but then it also tells you exactly what the issue is. And people can look at that and say, yep, like that's my dog. Like, even though it's as general as just scratching, every single pet parent that has a dog has a dog that has scratched and they want to understand why they're scratching. And so again, it's like, oh, like this makes sense as to why I would need this product. So the, combination of just an image that is going…
Escúchalo en el minuto 17:10
Uso de landing pages de formato largo en ecommerce frente a páginas de producto estándar
ConversiónPara maximizar la conversión en campañas de tráfico frío en ecommerce, es más efectivo dirigir el tráfico a una landing page de formato largo cargada de prueba social, testimonios y conexión emocional con los puntos de dolor del comprador, en lugar de enviarlo a una ficha de producto tradicional.
But again, I also think though, too, it pulls on that emotional side again, and it pulls on that social relevance, like having those testimonials and the social proof. Like I always lean on the fact that on a landing page, even though it's a long form informational page, if people show that they've had great results with this, again, as a dog owner, as someone who wants, you know, I want something to help my animal, like seeing all those reviews are going to be like, yep. Yeah, that's, you know, in the e-commerce space, I think it's a lost art of, we know who this guy is. And the idea of…
Escúchalo en el minuto 20:50
Escalado horizontal en Meta Ads duplicando conjuntos ABO según el NCAC
Canales de adquisiciónPara escalar tráfico frío en Meta Ads manteniendo control de costes, se estructura la campaña en ABO (presupuesto a nivel de conjunto de anuncios, ej. 100 $/día). Si el coste de adquisición de nuevos clientes (NCAC) se sitúa por debajo del umbral fijado (ej. 300 $), el conjunto se duplica para aumentar la inversión; si supera dicho umbral, se pausa.
So usually creative testing, you run like an ABO, which is an ad set managed budget. So each ad set spends a specific amount of ad spend per day rather than having the campaign dictate which ad set deserves the ad spend. And what that does is it forces meta in order to find cold traffic and see what campaign creative is going to work best. The way we've been scaling, though, is using a rule where if our cost of acquire first-time customer is below $300, that ad gets cloned. So that the scale is coming from an ad set that's spending $100 per day being cloned into two ads sets with one ad each…
Escúchalo en el minuto 5:31
Canales de adquisiciónEl equipo creativo y el de compra de medios deben operar sin divisiones rígidas: el estratega creativo debe interpretar las métricas de rendimiento (tasa de retención visual o hook rate, CTR y gasto) para proponer proactivamente nuevos ángulos e iteraciones basados en datos, mientras que el media buyer valida su encaje estratégico dentro de las campañas.
So, again, I think it's just it's a flow that has to work very cohesively together in that we want to make sure that on the creative side, we're giving new angles for testing. But then we also need to make sure that we're looking at what's, you know, what's spending, what's the click-through rate, what is, you know, what's the hooks, the thumb stop rate, things like that. Like we need to make sure that all of those are working on our side in terms of the creative to see if we're, you know, getting what we need to get done. And then if it's working in that sense, then we can then start to…
Escúchalo en el minuto 25:22
Efecto del objetivo tROAS en Google Ads sobre la temperatura y el volumen de la audiencia
Canales de adquisiciónEl objetivo de tROAS en Google Ads modula tanto el gasto como la temperatura del tráfico: fijar un tROAS alto (por ejemplo, 400% o superior) reduce drásticamente el tamaño del público al obligar al algoritmo a pujar únicamente por usuarios templados o clientes existentes con certeza de conversión, sacrificando volumen de escala; mientras que un tROAS menos restrictivo permite pujar agresivamente sobre tráfico más…
It's actually both. So a TROAS target. When you set a TROAS target. The less restrictive that target can be. So like 100%. 150%. The more that Google will get aggressive in their own CPC. But also the colder the traffic. When you start to increase your TROAS target. Like don't spend any money on anybody you don't think is going to convert. Unless it's at a 400% or above. The audience goes from. Let's say a million people. Down to like 2,000. So when you set a high TROAS target. What you're asking Google to do is saying. Only spend money on people you really know. Will convert at this rate or…
Escúchalo en el minuto 49:14
Cálculo del coste real por visitante nuevo según la proporción de tráfico recurrente
Medición y experimentosEl coste real para adquirir una visita nueva se calcula dividiendo el gasto total entre el porcentaje de clics que nunca antes habían visitado la web. Si una campaña tiene un CPC promedio de 1 USD pero el 50% del tráfico generado ya conocía el sitio, el coste efectivo por cada visitante nuevo real asciende a 2 USD.
So that always just takes, if you have a thousand clicks and 60% are, that was an easy number, a thousand clicks and 50% are warm, which means I've already been to your site. And it's a dollar per click. You're paying $2 for a new visit.
Escúchalo en el minuto 55:22
Canales de adquisiciónLos anuncios en formatos como historias o reels que parecen contenido orgánico y no publicidad tradicional suelen tener mejor rendimiento, ya que los usuarios muestran rechazo a que les vendan directamente y sienten mayor intriga ante publicaciones aparentemente espontáneas.
I mean, again, I think, too, a lot of it is things that look, again, native to the feed. Like, people always, because it doesn't look like an ad. And so, that's the other thing, too, is that a lot of people, you know, they don't want to be sold something. And so, when things, when stories, when reels, when, you know, anything that looks native to the feed always does perform better, too. Because, again, it's like, what is that? Like, why is someone showing a picture of their cat? Which then intrigues them to want to click into it.
Escúchalo en el minuto 38:34
Canales de adquisiciónLos anuncios en formatos como historias o reels que parecen contenido orgánico y no publicidad tradicional suelen tener mejor rendimiento, ya que los usuarios muestran rechazo a que les vendan directamente y sienten mayor intriga ante publicaciones aparentemente espontáneas.
I mean, again, I think, too, a lot of it is things that look, again, native to the feed. Like, people always, because it doesn't look like an ad. And so, that's the other thing, too, is that a lot of people, you know, they don't want to be sold something. And so, when things, when stories, when reels, when, you know, anything that looks native to the feed always does perform better, too. Because, again, it's like, what is that? Like, why is someone showing a picture of their cat? Which then intrigues them to want to click into it.
Escúchalo en el minuto 38:34
Inevitabilidad de la fatiga creativa y límite del escalado por clonación
Canales de adquisiciónIncluso los anuncios de mayor rendimiento terminan sufriendo fatiga publicitaria en pocas semanas con audiencias abiertas; duplicar o clonar anuncios ganadores solo extiende el rendimiento temporalmente antes de que comience a decaer el volumen de compras, haciendo obligatoria la producción constante de nuevos conceptos.
Let's let's actually screen share the campaigns because the ones that we have duplicated many, many times now, it's like, all right, there is going to be a point of saturation with those ads at some point. But I guess if we sort of go to the best ads and we know at some point there's going to be creative fatigue, maybe how would you guys kind of work together and say, all right, well, what would be the next iteration? This is going well right now, but it's eventually going to fail. It's like, look at your best performing ads and expect them to be failing within the next couple of weeks…
Escúchalo en el minuto 32:29
El click share mide mejor la penetración de mercado que el impression share
Medición y experimentosEl impression share solo refleja la frecuencia con la que alcanzas a la audiencia elegible bajo las restricciones y pujas configuradas (pudiendo registrar 100% de cuota con apenas unas pocas impresiones), mientras que el click share ofrece una medida mucho más precisa de la penetración real en el mercado.
But impression share is really only telling you how often you're reaching the audience you're trying to reach with the restrictions or non-restrictions you have put in place. Click share is going to be the better measurement of market penetration. Impression share means if you have a T-Row eyes target of a thousand. Like you are like you are setting super high restrictions and a daily aspen of five bucks. You might get three impressions and 100% impression share. Meaning the people you're eligible to receive impressions from, you have received all of them. But you're only eligible to receive…
Escúchalo en el minuto 51:02
Canales de adquisiciónCuando una campaña automatizada en Google Ads (como Performance Max o Demand Gen) muestra un rendimiento excepcionalmente alto durante sus primeros días de fase de aprendizaje, habitualmente no se debe a optimización algorítmica sino a que el auto-targeting está absorbiendo tráfico templado o usuarios que ya habrían convertido por sí mismos.
If it's a campaign that can do auto-targeting, you might have a situation where it's just number four. You're going after traffic that was going to convert anyway and they've already been on your site. Things like performance max and demand gen. If it's in learning phase and it's doing well, what it's probably doing is trying to identify the level of spend that is going to also hit a good return, but also within your targeting. The learning phase only really means where am I adjusting my bid.
Escúchalo en el minuto 56:29
Sincronización entre el equipo creativo y el equipo de compra de tráfico
Canales de adquisiciónLa creación de anuncios y la gestión de tráfico pagado deben operar estrechamente alineadas: el equipo creativo debe desarrollar ganchos y narrativas emocionales adaptadas a las audiencias y campañas concretas que el equipo de medios va a impactar.
In an ideal world, they would work very closely together. But really, like, on our side, we need to make sure that not only are we telling, again, that emotional story and making sure that we're, you know, showing the, you know, trying to pull on those emotional triggers, trying to get that, you know, hook in terms of, like, what is that hook? What copy are we using that's actually going to resonate with these people to get them to click and convert? But with all of that, though, we have to make sure that our messaging is also going to be aligned with what traffic, where they're actually…
Escúchalo en el minuto 23:57
Estrategia de contenidosLos anuncios basados en contenido generado por usuarios (UGC) consiguen un CTR del 1,5%, superando en una proporción de 3 a 1 a los anuncios centrados exclusivamente en las características e imagen del producto (0,5% de CTR).
And so far, the UGC ads have been outperforming the non-UGC, where it's more focused on product and the image of the product, the price, and what it does, and yada, But for whatever reason, the UGC always outperforms it, even 3 to 1 in click-through rate. Our product focus ads get a 0.5. Our UGC-focused ads get a 1.5.
Escúchalo en el minuto 7:02
Enfoque conversacional y centrado en el usuario para captar atención en LinkedIn
Mensaje y copywritingEn LinkedIn la mayoría de los usuarios navegan con un interés puramente transaccional propio ('contrátame' o 'págame'). Para romper esa barrera, el contenido y los anuncios deben presentarse de forma nativa y conversacional, hablando del producto sin sonar a venta directa y centrando el mensaje de manera muy específica en las necesidades del receptor.
I'm going to turn over to Lauren for more creative, probably how to's on LinkedIn, because I think that's going to be 90 percent of your battle on LinkedIn is going to be capturing someone's attention because everyone's there just for me. I'm on LinkedIn because I want you to pay me. That's pretty much 90 percent of LinkedIn. So you have to capture someone's attention to make it about them in a very, specific way. I mean, again, I would I would agree that I feel like it's kind of it would be like the TikTok algorithm and that you have to create content pretty rapidly and you'd have to make it…
Escúchalo en el minuto 59:07
Medición y experimentosUna plataforma de atribución de terceros se vuelve indispensable al operar en múltiples canales o al delegar la gestión a agencias o freelancers para auditar métricas compartidas; si se opera en un único canal o con una inversión inferior a $20,000–$30,000 al mes, el coste y la complejidad generalmente no justifican su uso.
I would say if you have enough ads, if you have a high enough ad spend to hire anybody to do it for you, like an agency in-house freelancer, that's the time. It's usually when you're handing something off to another person, you both are going to have to watch the same metrics, which is usually top line. But that person is going to be using a third-party attribution tool in order to know how much money to increase or decrease or adjust to reallocate, yada, That is going to be the point where you say, if I have to hand this off to somebody, I need to also see the same top line metrics that they…
Escúchalo en el minuto 52:13
Diferencia de prospección entre Advantage+ y campañas ABO con segmentación abierta
Canales de adquisiciónMientras que las campañas de Advantage+ Shopping o automatizadas tienden algorítmicamente a recircular tráfico tibio y retargeting dentro de sus audiencias, configurar campañas ABO (Ad Set Budget Optimization) con segmentación totalmente abierta fuerza al algoritmo a buscar prospectos verdaderamente fríos.
So, inside of a normal scenario when you're running advantage plus. Or if you're running advantage plus or broad. Or advantage plus shopping. It is still algorithmically targeted to a specific audience. Where the ABO model forces you to go cold. Because we're no longer switching. Warm traffic between new and old creative. It's forcing us to go find more.
Escúchalo en el minuto 44:17
Medición y experimentosRevisar los comentarios de los usuarios en los anuncios permite identificar los detonantes psicológicos, confusiones o elementos de intriga que impulsan el clic y la conversión, complementando el análisis cuantitativo del creativo y copy.
So, I'd be interested to see, like, what the actual comments are on the ad. So, that would be something that I would do, like, if I were to re-look at this ad. I would dive into everything. So, what's the copy? What are the comments? You know, what exactly, like, I think the most you can find is what people are actually saying about it. So, it's like, what are people saying that are actually getting them to click on this? That would be something that I would dive into to understand, like, what the processes of, like, the thought processes of what these people are doing, which makes them…
Escúchalo en el minuto 39:16
Deconstruir elementos de anuncios ganadores para iterar creativos antes de que se agoten
Estrategia de contenidosCuando un anuncio publicitario funciona excepcionalmente bien pero está destinado a perder efectividad con el tiempo, se deben aislar y analizar sus elementos específicos de éxito (como la combinación de imagen y titular) para crear nuevas iteraciones fundamentadas en datos, en lugar de depender únicamente de recopilar nuevo contenido generado por el usuario (UGC) al azar.
At some point. That cat ad. Ain't going to be performing. Like we all know that is the case. But what are the elements of the cat ad. With the dog headline. That we can take in order to scale it. And to get to that next level of growth. Just taking pictures from UGC. Which is fine. You can certainly get to a point. That way. But you also have to. Dill deeper. You've got a lot of data now. That you can leverage. In order to figure out. What's the next iteration.
Escúchalo en el minuto 47:42
La creatividad publicitaria como eje de segmentación y diferenciación en paid media
Canales de adquisiciónEn la compra de medios moderna, la diferenciación del mensaje y los ganchos creativos son los que atraen a distintos avatares en tráfico frío; por ello, los equipos de creatividad y de compra de medios deben trabajar integrados y guiados por datos en lugar de operar en silos aislados.
One of the biggest gears is the creative gear, which is something that I think has been a major shift in media buying and just in digital marketing in general in the last 10 years. And in the last few years, we've actually sort of gone back more towards the differentiation in marketing, the differentiation in message, how you actually approach cold traffic audiences with a hook that pulls different avatars, different ways in which to approach the same problem or create a solution is all done through creative. And on the back end, the mechanics of that are done through media buying. So the two…
Escúchalo en el minuto 2:19
Eficacia superior de creatividades UGC y ganchos emocionales en el nicho de mascotas
Mensaje y copywritingLas creatividades con contenido generado por usuarios (UGC) que muestran imágenes reales de mascotas e historias personales superan consistentemente a los anuncios pulidos o centrados solo en el producto, porque despiertan una respuesta emocional inmediata y hacen que el dueño se identifique con los dolores o necesidades de salud de su propio animal.
But this is the one ad that is non-UGC focused and everything else has been UGC focused since inception. So I think pet owners also resonate with pictures of other, you know, of other pets or other owners' pets. A little bit of a backstory, like Rosie is my 12-year-old German Shepherd. But when someone just shows a picture of a dog, I think, again, most people, it's that emotional side of it of like, oh, like what is, like what's wrong with this dog? So I always lean into more of the emotional side of things, especially when it comes to creative, because, again, if you can, you're going to…
Escúchalo en el minuto 11:14
Estrategia de contenidosIntentar vender continuamente en LinkedIn agota a la audiencia. Dado el bajo tiempo de permanencia diario de los usuarios en la plataforma, el contenido orgánico más efectivo consiste en publicaciones breves, útiles y educativas que aporten valor profesional rápido en lugar de pitches de venta directos.
I mean, if you're trying to sell on LinkedIn all the time, people get tired. They just tune you out. You're on there so infrequently. They're literally there for like I don't know what the you know, the the average user stays on per day. But I believe that we used to be like five or six minutes, like on a daily basis. It's really, really low. So you go there to connect, but also learn some of some things. Yeah, just very like, again, informational, quick snippets. It's like, you know, you want to keep it as brief as possible because like you said, I just don't think people spend as much time…
Escúchalo en el minuto 1:00:27
Prioridad de gasto por apego emocional en el nicho de mascotas
Investigación de mercado y clienteLos consumidores tienden a priorizar el gasto en salud y protección para sus mascotas por encima de su propio bienestar personal, impulsados por verlos como miembros de la familia, lo que convierte la protección y salud animal en un potente detonante emocional de compra.
So again, I think it's like, no matter what, just with any sort of dog products, people always want, like people will make sure that their animals are more protected than themselves. I mean, like in reality, like you will spend more money to take your dog to the vet, to have surgery on your, you know, your dog than to actually, you know, like do it for yourself. Like, so I think again, like more people just will ensure that their dogs are always protected. And so I think again, that's why dog brands just do so well because people are just so like, it's their family. It's their, it's the…
Escúchalo en el minuto 17:52
Canales de adquisiciónEl tráfico frío en la parte alta del embudo exige el mayor volumen y rotación constante de creatividades publicitarias, debido a que el anuncio debe asumir la tarea de despertar la consciencia de un problema en usuarios que aún no conocen la marca ni están buscando activamente una solución.
Like, I always sort of think the type of creative that you're going to churn the most is always at the top of the funnel. With people who don't know who you are, or maybe are vaguely familiar with the solution that you offer. Or maybe you are one of 20 different solutions, and they're maybe not even in the market for it yet. And your ad sparks that, oh, I didn't realize that that was a problem.
Escúchalo en el minuto 29:51
Medición y experimentosLa aplicación de reglas de escalado basadas en clonación de anuncios rentables permitió triplicar la facturación de 22.000 $ a 65.000 $ por semana en dos meses, manteniendo la eficiencia con solo un 11% de incremento en el coste de adquisición de nuevos clientes.
And it has been performing very, well, from $22,000 a week to $65,000 a week in the last two months with only 11% increase in our cost of acquire first-time customer.
Escúchalo en el minuto 6:32
La disonancia cognitiva y las erratas pueden aumentar el rendimiento de un anuncio al detener el scroll
Mensaje y copywritingLas incongruencias creativas (como un titular que no encaja con la imagen o testimonio) o pequeños errores ortográficos evidentes generan disonancia cognitiva en el usuario, logrando que se detenga a mirar o comentar y convirtiendo el anuncio en uno de los mejores en rendimiento a pesar de romper las reglas tradicionales de redacción.
Because it's talking about a lab. And then it's a testimony about the cat. I mean, if the click-through rate's bad, it's because, again, it doesn't correlate. But then it's interesting that it's also one of the top-performing ads. I think, my personal opinion, is, like, there's a cognitive dissonance going on. We had one ad that had a, in the first line, it had a typo, thanks to my horrible typing. And it was the absolute, absolutely killed, absolutely crushed. People, like, for some reason, like, we've had similar things happen, too, where it's like, we've had a creative where we spelled one…
Escúchalo en el minuto 40:33
Diferenciación en LinkedIn mediante historias y contenido personal
Marca y posicionamientoEn una red donde la mayoría de los usuarios habla exclusivamente de negocios de forma formal, publicar contenido más personal y humano permite diferenciarse con fuerza y multiplicar las tasas de interacción y engagement.
And he talks about everyone's talking about business on there. The way to differentiate is actually to go more personal, which I've tried a couple of times. And it's remarkable how much engagement you get. I don't know how much business I get from it.
Escúchalo en el minuto 1:01:41
Impacto en ventas y rentabilidad tras clonar creativos ganadores en Meta
Medición y experimentosAl clonar y activar creativos con alto nivel de resonancia mediante pujas basadas en conversión, el rendimiento de los últimos 7 días frente a los 7 anteriores registró un aumento del 64 % en ventas, una mejora del 30 % en la tasa de conversión, un 20 % más de pedidos, un 33 % más de ticket promedio (AOV) y un incremento del 248 % en el canal de Facebook.
And since we started this in this last seven days. The top line performance has been fantastic. Last seven days compared to the previous seven days. We're 64% better in sales. 30% better conversion rate. 20% more orders. 33% higher AOV. And we're seeing at least just the social channel. Going up 154%. Where Facebook specifically is up 248%.
Escúchalo en el minuto 45:51
Canales de adquisiciónEl presupuesto destinado a la adquisición de clientes en campañas publicitarias pagadas alcanzó los $45,000 en una sola semana durante el proceso continuo de escalado.
Now, this is just the last week. So we spent $45,000 this last week.
Escúchalo en el minuto 10:20
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