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Ep. 510: Media Buyers: Why Your Job Is NOT Doing Your Job
23 ideas de marketing sacadas de «Ep. 510: Media Buyers: Why Your Job Is NOT Doing Your Job», de Perpetual Traffic. Sobre todo de canales de adquisición…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 55 min
- Publicada en 2023
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Canales de adquisiciónPermitir que el algoritmo de Google decida a qué página o contenido dirigir al usuario (mediante la expansión de URL final en Performance Max) supera el envío rígido a una sola página de producto o venta, ya que el algoritmo personaliza el destino según la objeción o fase del embudo del usuario; esto requiere contar con un catálogo amplio de contenidos y casos de estudio en el sitio.
is URL expansion on performance Max bro when in fact all we're doing is just content now is the thing that actually is the first touch that leads to the yeah so if you're listening and you don't know final URL expansion is the you don't choose where the traffic goes Google does giving Google the ability to decide from a Content perspective where somebody goes number one requires the prerequisite there obviously is robust content but number two gives Google the opportunity to kind of it turns into a poignantly how much smarter the machine out of its way
Escúchalo en el minuto 35:45
Clips de video generados automáticamente con IA superan en engagement a la edición manual en Reels
Estrategia de contenidosEn pruebas divididas en Instagram Reels, los clips de video corto (45 a 60 segundos) generados de forma automatizada a partir de video largo mediante herramientas de IA (como Opus.pro) obtuvieron mayor engagement que los videos seleccionados y editados manualmente por editores humanos.
recorded and we're just gonna We through the raw video into Opus and said create x amount of short clips what came out of less than fully polished so it does come out like 90 of the way there it does actually running a split test right now on our Instagram for Opus videos versus handmade videos and right now on reels the Opus videos are actually winning engagement wise seem to be about 45 to 60 seconds so I think and and our human-made ones through our excellent editors at tier 11
Escúchalo en el minuto 11:02
La compra de medios moderna exige orientar los algoritmos en lugar de microgestionarlos
Canales de adquisiciónCon el avance del aprendizaje automático y campañas automatizadas (como Google Performance Max), el rol del media buyer ya no consiste en ajustar palancas y parámetros continuamente dentro de la plataforma, sino en definir la dirección estratégica y optimizar elementos periféricos (feeds de datos, conversiones en sitio web); intervenir en exceso con cambios manuales puede desestabilizar el algoritmo y perjudicar el…
is Media buying used to be driving a because machine learning and AI we've moved from Formula One race car and there's a big difference between you actually don't get to drive the spaceship you get to tell it where to go tweak the spaceship we all die haven't made a single change in their other things right there's on-site recommendations there's feed optimizations but we hadn't made any changes inside the Google account for seven months so
Escúchalo en el minuto 17:58
El éxito en plataformas algorítmicas de video corto exige un volumen alto de entrada para filtrar calidad
Estrategia de contenidosLa distribución orgánica en plataformas como Reels o YouTube Shorts funciona algorítmicamente: se requiere publicar un alto volumen de piezas (input cuantitativo) para que el algoritmo identifique cuáles resuenan y las amplifique a gran escala (output cualitativo). Intentar producir únicamente pocas piezas hiperpulidas de forma manual deja a los creadores en desventaja de ritmo y alcance.
buy into is the fact that it's a quantity game but when you realize that it's algorithmically derived and you need to give you know YouTube shorts 10 videos for it to figure out which one is going to get reach you start to realize that it really will end up being a quality game over time but the input is quantitative and the output is qualitative and tools like Opus or what allow you to do that because if one person had to make all of those short clips I'll buy their lonesome without the help of AI they're just going to get out ran
Escúchalo en el minuto 13:24
Diferencia de enfoque creativo entre Google Ads y Facebook Ads
Mensaje y copywritingEn Google Ads los creativos funcionan mejor siendo lineales, directos y basados en las propuestas de valor concretas del sitio web, mientras que Facebook Ads exige ganchos novedosos y ángulos creativos disruptivos para capturar la atención en un entorno de marketing de interrupción.
Google has less creative requirements which means it's easier to automate and think it does a better job because the created requirements are lower so you know Facebook needs actually you know creative creative like the creative has to be creative instead of Facebook Google it needs to be linear direct obvious so you just take the value propositions on the site and you you put them in bullet points and it's like bam we have our creative with Facebook you need like an interesting hook and a pivot because it's interrupter marketing Impressions and so Google can kind of rely on the fact that…
Escúchalo en el minuto 28:18
Canales de adquisiciónEn plataformas de publicidad basadas en machine learning (como Google Ads o Meta), realizar cambios constantes o ajustes manuales frecuentes interrumpe el periodo de maduración y reinicia la fase de aprendizaje del algoritmo, deteriorando el rendimiento en lugar de mejorarlo.
massive drops in the amount of changes updates tweaks that accounts need and driven accounts Google's optimization is getting better proactive media buyer they're going to kill your campaigns if you tweak before the machine has the opportunity to learn every change you make resets learning for the most part you know you might be adjustments but every every major change resets learning and when you reset learning in a machine learning tool you're not getting lift
Escúchalo en el minuto 21:50
El nuevo rol del media buyer: supervisión estratégica y atribución en lugar de microgestión táctica
Canales de adquisiciónCon los algoritmos modernos de publicidad pagada, el trabajo del media buyer deja de ser el ajuste constante de parámetros y pasa a ser la visión estratégica de conjunto (atribución, analítica y sinergia entre campañas), supervisando el rendimiento sin interrumpir innecesariamente la optimización algorítmica.
the opposite you set it up and then you monitor it like it's on life support the media buyer needs to get really good at analytics really good at attribution in the captain's seat what I what media their job as though they're the general viewing the battlefield and seeing how all the pieces are coming together instead of they're the soldier on the battlefield trying to accomplish this one task you have to zoom out goes back to attribution that's all attribution is and that becomes the new job of media buying it's analysis it's
Escúchalo en el minuto 40:15
Canales de adquisiciónEn plataformas de publicidad basadas en machine learning (como Google Ads o Meta), realizar cambios constantes o ajustes manuales frecuentes interrumpe el periodo de maduración y reinicia la fase de aprendizaje del algoritmo, deteriorando el rendimiento en lugar de mejorarlo.
massive drops in the amount of changes updates tweaks that accounts need and driven accounts Google's optimization is getting better proactive media buyer they're going to kill your campaigns if you tweak before the machine has the opportunity to learn every change you make resets learning for the most part you know you might be adjustments but every every major change resets learning and when you reset learning in a machine learning tool you're not getting lift
Escúchalo en el minuto 21:50
Canales de adquisiciónCuando una campaña de búsqueda en Google comienza a decaer, el error habitual es sobreoptimizarla internamente; a menudo la causa real es la falta de volumen en la parte alta del embudo en Meta (Facebook/Instagram), que es donde se genera la demanda inicial que luego convierte en Google.
to change as well dude I can't say how many times a dual campaign starts to fail and what we need to do is not tweak the Google campaign it's to boost the Facebook campaign because it and says oh this Google campaign is living off of the top of funnel traffic being created inside of Facebook as the Google campaign fails if your myopic in scope you're like all right I gotta go tweak my Google campaign no you don't go put more money into Facebook we call it traffic harmonization in tier 11. it's like that's when it really does happen it's like you're harmonizing and you actually understand…
Escúchalo en el minuto 47:36
Optimización publicitaria basada en MER frente a métricas in-app
Medición y experimentosLa gestión de medios pagados debe optimizarse en función del MER (Media Efficiency Ratio) y la atribución multicanal, en lugar de basarse exclusivamente en métricas aisladas de las plataformas (como CPA o ROAS in-app), ya que la automatización actual exige entender el impacto holístico de la inversión.
uh one of the prerequisites to being our client is we will not optimize on in-app reporting you can't come to me and say I want this CPA I want this row as I want this cost per lead it doesn't matter everything's based off of myrrh which is Media efficiency ratio and we are but how are you going to know where the impact came from what the influence looked like what lever to pull what to not ratchet up what to ratchet down and so you have to expand Beyond just the button pushing because the machines are
Escúchalo en el minuto 30:31
Canales de adquisiciónNo se debe abusar del filtrado manual de palabras clave negativas en campañas automatizadas modernas; términos aparentemente incompatibles a menudo reflejan una intención de compra subyacente (como búsqueda de calidad) que los algoritmos pueden convertir de forma rentable.
sculpting we don't even believe in keyword sculpting beyond the massively obvious because I can't tell you how many times terms that would have been included on a negatives list ended up resulting in conversions right a very specific example we have a client who sells hammocks one of the highest performing phrases for them is hammocks made in the USA and by highest performing I mean highest converting so it's not by volume but by quality their hammocks are made in Thailand but when somebody says hem It's Made in the USA they're probably looking for just a higher quality hammock well you but…
Escúchalo en el minuto 33:58
Riesgo de obsolescencia de las agencias especializadas en un solo canal
Estrategia y decisiones de negocioLas agencias de marketing digital enfocadas en un único canal publicitario tienen un riesgo crítico de obsolescencia a medida que el aprendizaje automático automatiza la gestión técnica de campañas, obligándolas a expandirse vertical u horizontalmente.
my agency owners out there it one of the primary reasons if you are a Solo Channel agency your days are numbered period full stop so you either need to expand horizontally expand vertically or both because you're working on the section of the assembly line that we just saw automated and it has been automated by the way it's just a matter of time before it's automated across every level of analysis
Escúchalo en el minuto 29:18
Medir a los media buyers por volumen de cambios fomenta la sobreoptimización destructiva
Canales de adquisiciónEvaluar la productividad de gestores de tráfico o agencias exigiendo cambios y ajustes continuos en las cuentas publicitarias incentiva intervenciones innecesarias; el valor actual de la gestión de medios radica en la supervisión estratégica y en saber cuándo dejar correr los algoritmos sin modificarlos.
and this is especially important for it to you but for you know CMOS and director of marketings for your direct reports very often what I see is the kpi but it's show me what you've done in the account changes updates optimizations have you made and if that's the way you're managing your people you are asking them to ruin things the new job now is knowing when not to work which is most um everybody needs to change their real careful about running around doing stuff just for the sake of it because you're not justifying Your Existence you're actually doing the opposite
Escúchalo en el minuto 22:37
Marca y posicionamientoMantener un aspecto visual uniforme e hiperreconocible (un accesorio característico, peinado, estilo de ropa o color constante) actúa como un ancla visual que facilita que la audiencia identifique y recuerde al creador o referente de inmediato dentro de las plataformas de contenido.
talked to me about his beard he's like dude the beard like I almost couldn't do it without the beard because he's so recognizable and it's so uh just unusual you know what I mean so I think if you're listening to this and you're creating social content you'll notice a lot of people do this Seth Godin does it you know it's always shaved head glasses themselves oh Rudy Maurer dude look at Rudy always in bright red like you'll um so it's so it's kind of just a form of peacocking but it really helps for cool and he talks about like your look and he's got a very specific look and thing is like you…
Escúchalo en el minuto 2:26
La compra de medios moderna exige menos microgestión técnica y más enfoque en creatividades
Canales de adquisiciónLa labor del media buyer actual se centra menos en ajustar manualmente las campañas a diario y más en confiar en los algoritmos de Meta y Google, alimentándolos con buenas creatividades en el front-end para que el sistema defina y atraiga a las audiencias adecuadas.
and if you don't wait if you don't trust the algorithm as a client or as a business and allow the Facebook algorithm The Meta algorithm and the Google algorithm to do its work you're doing yourself at disservice as a from like you need to have creative on the front end you need to insert something in the front end still in order for that algorithm and for the seeing that 100 but the day-to-day touching of the campaigns is far less now than it ever has been I still do think that the creative creates the audiences all those sorts of things on
Escúchalo en el minuto 53:16
Mejora del 25% en resultados al dejar operar campañas algorítmicas sin intervención manual durante un mes
Canales de adquisiciónAl aplicar un enfoque 'no touch' y no manipular manualmente las campañas automatizadas durante un mes completo, los resultados de rendimiento aumentaron un 25% mes a mes en múltiples cuentas de clientes analizadas en Wicked Reports.
and in the case of just a recent case of ours where we literally didn't touch campaigns for a whole month reporting we look at May versus June results are up 25. percent and it's because of the no touch campaign it's because the fact that we allowed a lot of these campaigns to actually start working and this is an a number of customer accounts not just one
Escúchalo en el minuto 39:21
Las agencias monocanal corren riesgo de obsolescencia ante la automatización
Oferta y precioLas agencias que basan su oferta en un único canal publicitario corren el riesgo de quedar obsoletas debido a la creciente automatización de procesos técnicos; para subsistir deben expandirse horizontalmente (añadiendo otros canales), verticalmente (profundizando en la cadena de valor) o planear una salida.
if you are a Solo Channel agency your days are numbered period full stop so you either need to expand horizontally expand vertically or both or if you're lucky enough go make an exit because you're working on the section of the assembly line that we just saw automated
Escúchalo en el minuto 0:00
Límite recomendado de campañas en fase de aprendizaje (20%-30%)
Canales de adquisiciónRealizar cambios o lanzar pruebas continuas reinicia el aprendizaje de los algoritmos publicitarios; como referencia de plataformas como Meta, solo entre el 20% y el 30% de las campañas deberían encontrarse en fase de aprendizaje simultáneamente.
anything fine but now it all resets right yeah and it's learning phase learning phase should only happen should only I think the stat from meta is learning phase you should only have 20 to 30 percent of your campaigns and my head the point is that means that you're touching it too much you're trying to test too many things you're resetting the learning which is
Escúchalo en el minuto 42:42
El aprendizaje algorítmico en nichos de alto coste puede requerir meses de paciencia sin intervención manual
Canales de adquisiciónEn campañas de Google (Search y Performance Max) para sectores de alto coste por clic (más de $100/clic como lesiones personales) y alto valor por cliente ($5.000 a $80.000 por caso), el algoritmo tardó entre 4 y 5 meses con un gasto superior a $30.000 mensuales en estabilizarse y generar 5 casos retenidos, demostrando la necesidad de resistir la tentación de realizar ajustes diarios constantes.
obviously the point is is that we set these up in February and the media understands this no touchy philosophy you know boxing with the client for three to four months now February March April May June they just signed five cases five cases it took four to five months for the algorithm to finally figure it and it was a weaning game and each month we're spending you know 30 plus K per month this is not an insignificant spend they got their fifth retainer this is the most expensive these are 100 plus clicks of gave it away is anywhere between five thousand to eighty thousand dollars per to do…
Escúchalo en el minuto 50:18
Canales de adquisiciónDejar correr campañas algorítmicas (como Performance Max o Advantage+) sin configurar restricciones y filtros iniciales correctos (como geolocalización específica) provoca que el algoritmo optimice hacia conversiones baratas pero inútiles procedentes de regiones no deseadas.
again but the point was is she like said it and forget it in the wrong way like you have to set it up correctly to begin with you can't just rely on the algorithm to know where your leads are going to be coming from and obviously if you're a us-based company and you're doing an opt-in campaign or a lead gen you got to choose like the big six you got to choose you got to put the inputs in there that are correct right so there is that so that even performance Max like has to be set up in the right way and that's where the intelligence comes
Escúchalo en el minuto 46:45
Desvincular al fundador del centro operativo para crear un negocio vendible
Estrategia y decisiones de negocioLos negocios basados en la personalidad del fundador tienen un arma de doble filo: si el fundador es el negocio, la empresa no se puede vender. Para construir una empresa transferible y vendible, la estructura debe operar sin que el fundador sea el centro del universo.
yeah that's the double-edged sword to building the personality businesses you you are that business yeah you are is create a sellable business well you create a sellable business where you are not the center of the universe right
Escúchalo en el minuto 5:01
Estrategia y decisiones de negocioParticipar en grupos de líderes empresariales o buscar asesoramiento fuera del propio nicho (como manufactura u otras industrias tradicionales) ayuda a romper la visión de túnel del marketing digital y aporta perspectivas estratégicas frescas.
it's interesting like you we're so immersed in this media and just the business that we're in to get a complete outsider's Viewpoint with that's another thing that people should do is go outside of their industry for advice and for insights group I really like it because there's manufacturing businesses there's Consultants there's like nobody's in advertising and marketing which is kind marketing guy but then I learn about the
Escúchalo en el minuto 6:10
Paciencia y reducción de microgestión en industrias de alto CPC
Canales de adquisiciónEn sectores con costes por clic extremadamente altos (como servicios legales), alcanzar una masa crítica de datos estadísticos requiere tiempo; la gestión moderna exige esperar y no intervenir compulsivamente a diario en las campañas.
cool but you know what it involves custom a lot of waiting yeah especially with an industry like that the cpcs are so high the visibility is so expensive just to reach critical mass you got to like really be patient so in this case we set up campaigns exactly counter-intuitive to the way that the old school Google PPC guys would set it up
Escúchalo en el minuto 49:47
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