Marketero · Entrevistas
Ep. 326: Key Takeaways from Traffic & Conversion Summit 2021 with Ralph Burns and Kasim Aslam
25 ideas de marketing sacadas de «Ep. 326: Key Takeaways from Traffic & Conversion Summit 2021 with Ralph Burns and Kasim Aslam», de Perpetual Traffic…
- 25 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 57 min
- Publicada en 2023
Ver la entrevista entera en YouTube
De qué habla
Las 25 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 25 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.
Riesgo de apagar campañas basándose exclusivamente en el ROAS atribuido directo
Medición y experimentosOptimizar o apagar anuncios únicamente por su ROAS individual (retorno sobre la inversión publicitaria atribuida) distorsiona la toma de decisiones. Las campañas de adquisición y visibilidad (top of funnel) introducen a los prospectos pero rara vez registran la atribución final del cierre; si se pausan por aparentar bajo ROAS, se corta el flujo de clientes hacia las campañas de cierre y las ventas globales colapsan…
on a little bit is is Roi not row as only metric that you can really rely on long term to prove the efficacy of your advertising because we are all now look at things like conversion lift and and you know what kind of impact advertising is having on your your profitability outside of what you can directly attribute and if you're not period of time the reason that's a flawed model it's actually a multi variant problem first is campaign a might be the client acquisition campaign but it's not the campaign that closes the client so now campaign a is bringing the visibility to your products not…
Escúchalo en el minuto 43:02
Captura obligatoria de first-party data mediante CRM para mitigar la pérdida de tracking
Retención y relación con el clienteDebido a la reducción progresiva de visibilidad y seguimiento en las plataformas publicitarias de terceros, es imperativo implementar un CRM para capturar datos de primera fuente (first-party data); operar sin datos propios sitúa al negocio en una desventaja competitiva crítica.
importance of first party data first party data is so critical and if you're not capturing first party data you're at a massive disadvantage fun but get a CRM capture first party data it's not hard it's just tedious uh advertising because we are all now Flying Blind and that's only going to
Escúchalo en el minuto 42:39
Filtro de credibilidad para educación en marketing: priorizar profesionales en activo
Estrategia y decisiones de negocioAl seleccionar fuentes de aprendizaje o formación en marketing, el criterio decisivo no debe ser la habilidad oratoria o el reclamo publicitario del educador, sino si ejecuta la disciplina activamente en el día a día (con clientes reales o equipos internos). Los mejores aprendizajes provienen del punto de intersección entre la práctica operativa continua y la disposición a enseñar.
but what you just said Ralph I think is the most important thing do they perform this function this task on a regular basis you know them or someone on their team is there is there an agency or an Executor or you know are they an in-house marketer for something that would allow them to be a believable Ray dalio talks about this a lot in his book principles relying on the believable party because everybody's got um well done but go go find people that do it and most of those people don't sell education so you have to find the people it's that Apex it's like they actually do this and they're…
Escúchalo en el minuto 11:24
Pausar la captación en la parte alta del embudo encarece los canales de búsqueda y agota los leads
Canales de adquisiciónEvaluar canales únicamente por atribución directa puede llevar a pausar campañas de concienciación en redes sociales pensando que no convierten. Esto puede disparar drásticamente el coste por lead en canales de búsqueda (como Google Ads, hasta 10 veces más caro), ya que los usuarios descubren la marca en redes y luego convierten a través de búsquedas no de marca.
misguided is that that person decided to shut off our Facebook ads on September 1st and while our Google ads were still going we're getting you know leads in from Google and we were you know we were doing a pretty good job of that like sort of within our kpi all of a sudden everything just dried up and we're like why are we getting now like 10x more for our leads on Google than we were getting on August 31st like actually going to the non-branded search which is Facebook Ad Agency that kind of thing because they were seeing us they might not remember the name but they were going to Google…
Escúchalo en el minuto 47:30
La ilusión de rentabilidad a corto plazo al apagar campañas de adquisición
Medición y experimentosAl apagar campañas de adquisición de prospección, la rentabilidad contable parece subir de inmediato porque se elimina el gasto mientras el ciclo de ventas previo (por ejemplo, de 90 días) sigue cerrando clientes del pipeline. Esto crea la falsa impresión de éxito hasta que el flujo de nuevas oportunidades se desploma.
attention to and the best way to test this by the way is turn it off turn it off and then look at the look at the appropriate timeline based off of how long your sales cycle is and you'll notice wow when I turn that off for whatever reason I can you know my sales dipped 90 days later there must have I've seen is I've seen clients turn off their acquisition campaigns you know let's say you're spending 10 grand a month on an acquisition Campaign which brings clients in the door but doesn't close them and you don't realize that they're being closed elsewhere when you shut that campaign off your…
Escúchalo en el minuto 45:56
Mensaje y copywritingPara rentabilizar campañas publicitarias hacia audiencias frías, los anuncios y copys deben conectar profundamente con los deseos y puntos de dolor conocidos del cliente ideal; recurrir a anuncios planos o depender exclusivamente de 'hacks' de plataforma resulta insostenible.
research as well as Avatar creation to talk really deeply to our Avatar which has nothing to do with some hot zap whiz-bang tactic it has to do with and it doesn't come back to any tactic it's about really speaking to the known desires or pain points like really understanding and feeling who that Avatar is in your cold traffic and your front end ad like if you cannot crack cold traffic you're screwed right now if you're writing Bland flavorless you know copy with static images that don't speak to the known and desires or pain points
Escúchalo en el minuto 37:16
Uso de concordancia amplia con Smart Bidding en Google Ads
Canales de adquisiciónCombinar concordancia amplia (broad match) con estrategias de puja inteligente (Smart Bidding) en Google Ads aprovecha el aprendizaje automático para interpretar la intención de búsqueda y genera resultados positivos con mayor frecuencia de la esperada por los compradores de medios tradicionales.
on to say that uh they're using machine learning in order to improve the uh understanding of search intent and predictability and how keywords match that's an exact quote and they want you to use broad match with smart bidding which is something we call broad automation now I use broadmatch in smart bidding and it works I'll it works more often than I would have
Escúchalo en el minuto 17:39
Medición y experimentosLos especialistas en adquisición pagada suelen rechazar de forma predeterminada las nuevas recomendaciones de plataformas como Google o Meta debido a sesgos por malas experiencias pasadas. Para encontrar soluciones e innovar frente a restricciones del mercado (como actualizaciones de privacidad), es necesario someter esas sugerencias a pruebas empíricas antes de descartarlas conceptualmente.
hypocrite so we're battling against biases of things that maybe we've done in the past and didn't work and now maybe they should be tested again or re-looked at and everyone has biases the scientific method would dictate that I need to test this first before instantly indicting it conceptually you know pushed aside our previous biases and done something different than what we've always done and came up with an innovation which means there's going
Escúchalo en el minuto 16:03
La publicidad pagada requiere evaluar el impacto macro a largo plazo en lugar de activaciones puntuales
Canales de adquisiciónGestionar el tráfico pagado abriendo y cerrando el presupuesto a corto plazo ya no es una estrategia viable; se debe mantener la inversión durante períodos más prolongados para medir no solo los resultados directos inmediatos, sino el impacto macro global como el incremento total de conversiones, el aumento de impresiones de marca y el arrastre sobre el tráfico orgánico.
if you're running traffic especially paid traffic you need to be willing to invest for a longer period of time to really see not just what's going to work on the micro but what's going to work on the macro what's your overarching conversion lift how many more brand impressions are you getting what's the impact to your organic search those types of things it's no longer the turn it off turn it on the faucet of traffic is no longer a good strategy
Escúchalo en el minuto 0:00
Mantener el tráfico pagado continuo y evaluarlo con métricas macro
Canales de adquisiciónLa publicidad digital debe gestionarse como un flujo continuo ('mantener el grifo abierto') y evaluarse en plazos prolongados mediante su impacto holístico en el negocio —como el incremento de búsquedas de marca y orgánicas o la elevación general de conversiones— en lugar de encender y apagar canales buscando atribución aislada a corto plazo.
is longer timelines longer time running traffic especially paid traffic you know smaller campaigns but you need to be willing to invest for a longer period of time to really see not just what's going to work on the micro but what's going to work on the macro what's your overarching conversion lift how many more Brands you know impressions are you getting what's your what's the impact to your organic search those types of um it's no longer the turn it off turn it on you know there's the the faucet of traffic is no longer a good strategy that's the future of traffic is the faucet do not turn…
Escúchalo en el minuto 51:01
Optimizar Facebook Ads enviando eventos de intención predictiva como conversiones
Canales de adquisiciónCuando las restricciones de privacidad dificultan la optimización del algoritmo por conversiones finales, se pueden identificar indicadores predictivos de intención (visitas a páginas clave como precios, tiempo en el sitio o visualizaciones de video) y enviar el Facebook Click ID de vuelta a la plataforma vía Zapier como evento de conversión personalizado para reactivar el aprendizaje algorítmico.
so here's what we did we used hot jar jar which is a screen recording software to identify predictive indicators of these are things like time on site number of pages viewed maybe they went we use zapier which is triggered by whatever event we is an Engaged user so using zapier we pull the Facebook click ID and push it back into Facebook and append it to a conversion action that we create you have multiple and what that did is it gave Facebook the ability to begin
Escúchalo en el minuto 25:14
Oferta y precioSi la oferta base de un negocio no es atractiva ni valiosa, ninguna optimización táctica, canal o anuncio logrará buenos resultados; la creación de una propuesta de valor sólida es el requisito indispensable para mejorar la conversión.
great book because what he does is he goes back to like the basic principles of if your offer stinks like everything else stinks and that really means that you have to create great offers and how
Escúchalo en el minuto 39:32
Reevaluar periódicamente las nuevas herramientas y funciones publicitarias
Canales de adquisiciónLas nuevas funciones o herramientas de las plataformas publicitarias suelen lanzarse con fallos o fricción inicial, pero mejoran con el tiempo. Descartarlas definitivamente por un sesgo negativo temprano impide aprovechar innovaciones que más adelante permiten escalar la gestión y el rendimiento.
what I've found within Facebook especially is that they come out with something it's kind of crappy it sort of kind of works and then it gets better over time so if you come out and try it it and then we're going to retest it in two months three months six months and did so the point is is that those biases ended up like absolutely scaling our business 10x because we could now manage
Escúchalo en el minuto 20:10
El riesgo de sobreoptimizar o pausar campañas sin considerar el ciclo de conversión
Medición y experimentosPausar o sobreoptimizar canales de tráfico pagado basándose en resultados inmediatos puede destruir el pipeline de ventas sin que el anunciante lo note de inmediato, ya que el impacto negativo solo se hace evidente semanas o meses después, según la duración real del ciclo de decisión y conversión del cliente.
and then 90 days later you have to remember oh yeah we shut the thing off at the time and and then now you have to know that it it was 90 days on a pipeline perspective and that's how long it takes people to convert and for people that don't know their numbers which is a lot they might never realize what actually killed their campaign was their over optimization but if it's 90 days and you haven't figured it out because you've got that longer cycle right it's harder to rectify because you don't remember what you did 90 days ago harder to bring it
Escúchalo en el minuto 50:09
La optimización algorítmica de anuncios requiere visibilidad de conversiones en la plataforma publicitaria, no solo en el CRM
Canales de adquisiciónAunque las conversiones sigan registrándose internamente en el CRM, si el administrador de anuncios no recibe esos datos de vuelta (vía API de conversiones o first-party data como UTMs y fbclid), el algoritmo pierde la capacidad de optimizar la entrega del presupuesto y el rendimiento de la campaña se degrada.
solution but the big thing is that you saw them appearing in ads manager and that's obviously feeding more information more data to the algorithm to allow it to do its job better correct it is technically first party data you're you're the URL your UTM parameters the Facebook click ID the activity that somebody's taking on your website all of that is first party data the interesting part of this is the conversions were not um they were still appearing in the CRM the real thing is that it's the visibility inside ads manager it was greatly enhanced which then potentially can enhance the…
Escúchalo en el minuto 30:10
Estrategia y decisiones de negocioLas tácticas rápidas y configuraciones pasadas en plataformas digitales (Facebook Ads, Google, SEO) cambian de forma permanente y no regresan. Intentar replicar exactamente lo que funcionó en el pasado es inútil; el marketing debe abordarse e invertirse como una disciplina profesional rigurosa a largo plazo, guiada por principios fundamentales y no por 'hacks' superficiales.
it's never coming back whatever or SEO like all the things have changed permanently resuscitate whatever it is that you had it's dead wisdom there but uh you're gonna just beat your head against the wall if if you try to completely replicate what you said that it's time to focus on the Quick Fix hack tips tricks BS like it's it's done focus on making marketing a it's it's something that needs to be invested in and and nurtured and that's done like like we need to focus on marketing like it's like it's any you actually have to follow the rules for and invest in over the long term you
Escúchalo en el minuto 5:05
Estrategia y decisiones de negocioLas tácticas rápidas y configuraciones pasadas en plataformas digitales (Facebook Ads, Google, SEO) cambian de forma permanente y no regresan. Intentar replicar exactamente lo que funcionó en el pasado es inútil; el marketing debe abordarse e invertirse como una disciplina profesional rigurosa a largo plazo, guiada por principios fundamentales y no por 'hacks' superficiales.
it's never coming back whatever or SEO like all the things have changed permanently resuscitate whatever it is that you had it's dead wisdom there but uh you're gonna just beat your head against the wall if if you try to completely replicate what you said that it's time to focus on the Quick Fix hack tips tricks BS like it's it's done focus on making marketing a it's it's something that needs to be invested in and and nurtured and that's done like like we need to focus on marketing like it's like it's any you actually have to follow the rules for and invest in over the long term you
Escúchalo en el minuto 5:05
Rentabilidad de Facebook Lead Ads frente a la pérdida de calidad
Canales de adquisiciónAunque entre el 20% y el 30% de los contactos captados mediante Facebook Lead Ads sean de baja calidad debido a emails desactualizados o errores de autocompletado, el costo por lead suele ser lo suficientemente bajo como para que la captación sea rentable y escalable frente a las restricciones de tracking web.
alternate and I said well isn't one of our largest customers using lead ads and it's true they actually were and still are and they realize that maybe 20 30 percent of those leads are crap because it's an old email address or something like that but the leads are so cheap helping them scale and grow so
Escúchalo en el minuto 21:51
Medición y experimentosEn un nicho específico con un presupuesto de 100 $/día en Facebook Ads, el costo por lead (CPL) pasó de 20 $ antes de los cambios de privacidad de iOS a 90 $ debido a la pérdida de atribución, y volvió a reducirse a 30 $ tras implementar una integración para devolver datos de conversión de primera fuente a Ads Manager.
pre-ios it was functioning pretty well I think we're like a 20 CPL which isn't great for a top of the funnel lead you know inside of Facebook there are people that get like three to five but we have an ultra specific Niche so 20 CPL uh post iOS it jumps up to 90. I add my little hot zap fix and it drops down to 30. so you know pretty significant Improvement you know we were spending 100 bucks a day basically and so I think we're getting like three to five three seven
Escúchalo en el minuto 33:01
Marca y posicionamientoLos negocios pequeños tienen una ventaja competitiva frente a las grandes corporaciones al enfocarse en nichos ultraespecíficos y aportar valor orgánico, ya que las empresas grandes no tienen la flexibilidad ni la capacidad de invertir en el nivel de especialización necesario para producir contenidos de esa profundidad.
ownership over specific Industries we're gonna go organic we're gonna go value provision I think small businesses have a really unique opportunity now to own a space that previously they didn't they couldn't have owned uh and big businesses don't have the ability to invest in the level of niching down that would be necessary to provide that level of quality content so the there's a
Escúchalo en el minuto 55:11
Marca y posicionamientoLos negocios pequeños tienen una ventaja competitiva frente a las grandes corporaciones al enfocarse en nichos ultraespecíficos y aportar valor orgánico, ya que las empresas grandes no tienen la flexibilidad ni la capacidad de invertir en el nivel de especialización necesario para producir contenidos de esa profundidad.
ownership over specific Industries we're gonna go organic we're gonna go value provision I think small businesses have a really unique opportunity now to own a space that previously they didn't they couldn't have owned uh and big businesses don't have the ability to invest in the level of niching down that would be necessary to provide that level of quality content so the there's a
Escúchalo en el minuto 55:11
Marca y posicionamientoLos negocios pequeños tienen una ventaja competitiva frente a las grandes corporaciones al enfocarse en nichos ultraespecíficos y aportar valor orgánico, ya que las empresas grandes no tienen la flexibilidad ni la capacidad de invertir en el nivel de especialización necesario para producir contenidos de esa profundidad.
ownership over specific Industries we're gonna go organic we're gonna go value provision I think small businesses have a really unique opportunity now to own a space that previously they didn't they couldn't have owned uh and big businesses don't have the ability to invest in the level of niching down that would be necessary to provide that level of quality content so the there's a
Escúchalo en el minuto 55:11
Impresiones multicanal requeridas previas a una conversión
Medición y experimentosUn usuario requiere un promedio de 31 impactos o impresiones en diversos canales antes de encontrarse preparado para convertir.
statistic takes 31 Impressions before somebody's ready to convert they've seen
Escúchalo en el minuto 44:57
Medición y experimentosEn una microcampaña B2B con presupuesto inferior a $3.000 mensuales afectada por actualizaciones de privacidad (iOS), el costo por lead se redujo de $90 a $30 tras alimentar el algoritmo con microconversiones basadas en indicadores predictivos de intención.
here's where the rubber met the road we had a 90 cost per lead prefix we have a 30 cost per lead now a lead yeah it's somebody giving us their contact information and now they closer okay and I mean remember we're spending less than three grand a month
Escúchalo en el minuto 26:39
Medición y experimentosEn una microcampaña B2B con presupuesto inferior a $3.000 mensuales afectada por actualizaciones de privacidad (iOS), el costo por lead se redujo de $90 a $30 tras alimentar el algoritmo con microconversiones basadas en indicadores predictivos de intención.
here's where the rubber met the road we had a 90 cost per lead prefix we have a 30 cost per lead now a lead yeah it's somebody giving us their contact information and now they closer okay and I mean remember we're spending less than three grand a month
Escúchalo en el minuto 26:39
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.