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FIRE Your Media Buyer: The Fix for Wasted Ad Spend
15 ideas de marketing sacadas de «FIRE Your Media Buyer: The Fix for Wasted Ad Spend», de Perpetual Traffic. Sobre todo de canales de adquisición…
- 15 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 35 min
- Publicada en 2025
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Personalizar la apertura del primer email según el historial previo del suscriptor
Retención y relación con el clienteSe recomienda condicionar los primeros 100 a 150 caracteres del email de bienvenida según el estado previo del usuario en la base de datos: dar un saludo especial reconociendo el regreso a quienes se habían desuscrito en el pasado (quienes presentan alta intención de compra) o adaptarlo si ya han sido clientes antes.
That first email, that first interaction, like I've talked about the email triage thing a few times here. And in that, like the very first greeting you have, you don't often get a second first impression. If they're brand new to your ecosystem, this is how everyone's doing the emails. But you should have maybe the first 100, 150 characters change on that email based on the other fourth conditions. Like have they already been in your system? They're not new. So greet them with a little bit more acknowledgement, such as if they've unsubscribed from you before. Give them a hello, honoring that…
Escúchalo en el minuto 9:22
Evitar disparar eventos de conversión en páginas de rechazo de leads no cualificados
Canales de adquisiciónCuando un prospecto queda descalificado tras completar un formulario, debe ser redirigido a una página de rechazo o no-agradecimiento que no tenga activado el evento estándar de conversión (como Lead o Complete Registration). Disparar eventos de éxito en leads no cualificados envía señales erróneas al algoritmo de Meta, optimizando la entrega hacia perfiles no deseados.
Those people that don't qualify, though, they should be going to like a rejection page. Like we say a no thank you page and you sure as shit... But you sure as shit better not have that lead or that complete registration or any type of standard event on the no thank you page. Because you have to make sure that Meta doesn't see that as a win. You have to immediately disqualify them.
Escúchalo en el minuto 16:48
Desplazar el foco del media buying técnico hacia la experiencia post-clic y el retorno de datos
Canales de adquisiciónA medida que la inteligencia artificial y los algoritmos de las plataformas publicitarias automatizan la compra de medios, la ventaja competitiva se traslada a dos áreas: optimizar la experiencia del usuario inmediatamente después del clic (ecosistema de conversión y captura de datos de primera fuente) y alimentar a los algoritmos con datos de conversión reales del negocio para evitar que optimicen sobre…
But we're going to be talking about the lack of importance of the media buyer and why we feel you need to focus your attention not on media buying, but on other areas of the sales funnel, so to speak. I think two of those elements are like the focusing on the data flow going back. So that we're optimizing for what we actually want versus what the ad networks are modeling for us. And then kind of obsessing about what happens after the click. But now we're being held accountable to the impact. And where a lot of us that we're focusing on right now, at least for Q4, is that we need to make sure…
Escúchalo en el minuto 1:00
ConversiónUn usuario que llena un formulario es solo un 'opt-in' (alguien interesado en escuchar lo que tienes que decir); pasa a ser un 'lead' únicamente cuando muestra interés específico en lo que tienes para vender; y asciende a 'Sales Qualified Lead' (SQL) solo cuando la empresa valida activamente que cumple el perfil y decide que quiere venderle.
Like they opted in. I had to find an opt-in as someone that raises their hand because they want to hear what you have to say. They're not a lead for me until they want to hear what you have to sell. And then they're not a sales qualified lead until I actually want to sell to them. So in order to become a lead, I need you to show up in some capacity.
Escúchalo en el minuto 14:48
Incluir preguntas de descalificación directa (knockout questions) en formularios de captación
ConversiónPara evitar contabilizar registros no cualificados como leads reales, se deben incorporar preguntas condicionales de descalificación automática (knockout questions) dentro de los formularios multicampo, permitiendo que el propio usuario se auto-descalifique de inmediato si no cumple los requisitos indispensables del negocio.
Obviously, you're a huge believer, as am I, in multi-field form fills. You need a conditional knockout question. You will never prove me wrong on that one. I need you to disqualify yourself out the gate. I'm like, how many are unqualified leads because they have a knockout question of, in this particular case, they need to be a homeowner. Well, does that count as a lead? No, absolutely not. It is a form fill, but it's not a lead.
Escúchalo en el minuto 12:48
El ROAS de plataforma puede ocultar un negocio estancado
Medición y experimentosLas métricas reportadas dentro de los administradores de anuncios (como un ROAS elevado) no garantizan crecimiento real del negocio, ya que a menudo se inflan atribuyéndose conversiones de clientes recurrentes o audiencias existentes (del 70% al 80%), mientras el flujo de caja real y la captación de nuevos clientes no crecen.
I don't care what the in-app metrics say. It's like you say I'm 500% of ROAS inside of, you know, name your platform. But my bank account is still flat. Like that's not actual growth. And in-app metrics, I'll say it now, I'll say it a hundred times, can be so easily manipulated and it's not the source of truth anymore. It's like, who cares about ROAS when you're paying too much to acquire a customer or you're just, but you're just selling old customers over and over again. And 70 or 80% of your traffic is just repeat buyers and or people who have already interacted
Escúchalo en el minuto 25:25
Segmentación del CRM en tres categorías según el historial de compra
Retención y relación con el clienteTodo contacto en el CRM debe clasificarse en uno de tres estados fundamentales (suscriptor que nunca compró, comprador de una sola vez o comprador recurrente), enfocando los esfuerzos de acompañamiento del cliente en asegurar que cruce la barrera de la segunda compra.
Cause I'm going to look at your ecosystem as everyone in your CRM should be in one of three buckets. They're a subscriber, which means they never gave you money. They are a purchaser, a single time purchaser, or they're a multi-purchaser. I'm not talking about pipeline. I'm talking about who they are as an individual. They fit into one of three categories, never bought, bought once, bought more than once. So you have to carry that through that second sale.
Escúchalo en el minuto 32:50
Evolución obligatoria del media buyer hacia estrategia de crecimiento y datos
Canales de adquisiciónEl media buying puramente operativo que solo gestiona anuncios dentro de la plataforma está obsoleto frente a la automatización de los algoritmos; el rol debe evolucionar hacia la arquitectura de datos (GTM, integraciones CAPI), la captación de clientes netamente nuevos y la optimización de la experiencia post-clic.
It was like, all right, I can only do so much media buying wise, but I need to do this after the click in order to make this whole thing work and to get qualified candidates for this No matter what AI says, it's like, I still think that that person and the creative strategist If all you're doing is placing the media and like with how much easier Google and Facebook have made it, I need you to do the things that the algorithms can't do. Like I need you to be sticking your fingers in every system. Well, how is it connected to like, what's your GTM setup? What is like your pixel, your Metapixel…
Escúchalo en el minuto 20:35
Priorizar la experiencia post-clic y la congruencia con la landing page sobre la optimización del anuncio
ConversiónLa mayor palanca de efectividad publicitaria reside en lo que ocurre después del clic (landing pages y congruencia del mensaje), representando al menos el 50% del éxito de la campaña; si un anuncio genera miles de clics pero pocas conversiones, el fallo suele estar en la desconexión o falta de alineación entre el anuncio y la página de destino.
The point is, is what's the big lever? The big lever is still like what happens after the click. It's 50% of the effectiveness of the ad, if not more in many cases. I would say it's definitely more. If you've got like 2,000 clicks and only 15s convert, that's a landing page. Or it could be like a mismatch and have a bait and switch kind of situation. Like your ad is saying one thing, but your landing page is saying another. So that type of congruency and that funnel, I think, got really skipped. But I do think that a lot of media buyers are really obsessed with is just like the before the…
Escúchalo en el minuto 6:17
El valor del media buyer reside en la estrategia post-clic, no en la plataforma
Canales de adquisiciónLa compra técnica de medios dentro de las plataformas publicitarias se ha simplificado, por lo que el verdadero impacto requiere involucrarse en la estrategia integral posterior al clic: optimización de la oferta, páginas de destino y secuencias de conversión en todo el embudo.
And because you're not looking at the larger picture, help me with my offer. Help me with strategy. Help me with all the things that you're talking about here after the click, the email sequence. The only way for a media buyer to bring value is to go deeper as opposed to just really talking about and focusing their effort on the ads manager, the ad platform itself. Media buying piece is the only thing that's gotten easier. Everything else has gotten harder because the expectations and like, you know, it's more And I think right now the lines are blurring so much that the media buyer just…
Escúchalo en el minuto 25:37
Retención y relación con el clienteInvertir en nuevas tecnologías o buscar mayor alcance sin haber optimizado la experiencia y el recorrido del cliente hasta la postventa solo amplifica los fallos operativos preexistentes en lugar de hacer crecer el negocio.
And I do think that taking a more holistic view of like the overall, like taking a step back and thinking about it from how does a client become somebody who has no idea who you are all the way through to your funnel, your funnel air quoting until they actually purchase reverse engineering that backwards. It's like, how would I want to be treated all the way through? And that's from the click all the way to the final sale and everything in between. ran their business and having that interaction, having that discipline to handhold someone through to the end of their second purchase, we've lost…
Escúchalo en el minuto 32:18
Etiquetar prospectos descalificados en el CRM para construir audiencias de exclusión
Canales de adquisiciónEtiquetar a los contactos descalificados (DQL) en el CRM permite exportar listas para generar exclusiones o públicos similares negativos en plataformas publicitarias, evitando que el algoritmo destine presupuesto a perfiles que no califican.
And then you can build a negative lookalike audience from the custom audience of people who go there and say, I don't want any of these disqualified individuals. And if you have them as a form submission and you have them inside of your ecosystem, Anyone that is a disqualified out the gate, they should have a tag as DQL. I have them tagged as disqualified. And then that's a list. And I have a negative lookalike audience because I have all my disqualified people. I don't want them to be in my ecosystem.
Escúchalo en el minuto 17:20
Restricción de ventanas de atribución en SMS y email para medir impacto real
Medición y experimentosPara evitar que las plataformas de mensajería inflen sus métricas reclamando ventas que habrían ocurrido de todos modos, se recomienda limitar drásticamente las ventanas de atribución a un máximo de 2 horas para SMS y 4 horas para email tras la interacción.
Google, Meta, TikTok, they're going to claim as much credit as possible. Email, like I'm sorry, unless you edit your attribution settings. you still have to send an email to change their attribution window for a text from 28 days to anything else because you can't manually change it. For me, an email gives you like four hours of attribution. SMS gets two hours max. Like no, if you're not clicking within four hours of email or two hours of text, you don't get the credit.
Escúchalo en el minuto 22:08
ConversiónUn contacto se clasifica como Marketing Qualified Lead (MQL) al mostrar intención proactiva (agendar llamada o enviar una solicitud), pero solo pasa a ser Sales Qualified Lead (SQL) tras una interacción directa del equipo comercial que valide que el prospecto cumple objetivamente con las condiciones necesarias para ser cliente.
But you're not a sales qualified lead until there was a dialogue. However, when somebody does fill out an application and then books a call, they become a marketing qualified lead. Now, they only become SQL after an intervention from our sales team, which is just some kind of interaction. Oh, so dialogue. There is a dialogue. They're a marketing qualified lead if they want to be sold to, but they're a sales qualified lead when we don't sell to them. I'd love to sell to you, but if you're not a homeowner, I can't sell to you. So you disqualify.
Escúchalo en el minuto 15:18
Riesgo de delegar la disciplina y dirección estratégica del marketing sin criterio de evaluación
Estrategia y decisiones de negocioDelegar la estrategia o ejecución de marketing en agencias o empleados sin contar con el conocimiento interno para evaluar su desempeño conduce al fracaso, ya que ningún proveedor externo mantendrá el nivel de disciplina y compromiso que requiere la marca si el dueño abandona la dirección.
I think what gets really hard is business owners hire people with the intention of delegating it off. And I think a lot of business owners don't know the answers themselves. Why am I the one who's steering the strategic ship when I've hired this CMO or when I have this marketing team or I'm bringing on this agency and coming in? And it's a kind of like a reckoning that needs to happen where I think a lot of brands and business owners have unfortunately delegated off the discipline and no one will have as much discipline or dedication to your brand as the owner will. And so there's like the…
Escúchalo en el minuto 30:31
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