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Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads | Perpetual Traffic EP 649
14 ideas de marketing sacadas de «Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads | Perpetual Traffic EP 649», de Perpetual…
- 14 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 32 min
- Publicada en 2024
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Asignar valor proyectado de vida útil (pLTV) a eventos de prueba y suscripción en el píxel
Medición y experimentosAl configurar eventos de conversión como 'StartTrial' o 'Subscribe', se debe enviar el valor predictivo de vida útil (pLTV) estimado del cliente. Esto entrega señales más ricas a los algoritmos publicitarios para que identifiquen y prioricen usuarios con mayor propensión a generar ingresos recurrentes.
Just look importantly here, predicted lifetime value people. If you do start trial great, but you can enhance it by saying, Hey, if I know, and this is why, if you don't know your numbers, you have no numbers to know. Like you have to know like why you're providing someone a free trial and having that predicted lifetime value again enhances the weight because you might have a 14 day trial or a different type of trial. And again, it signals different hierarchy of who that visitor is. That's revenue and waiting in essence. Yeah. Kind of important to track that submit If you have a, um, what is…
Escúchalo en el minuto 26:15
Enriquecer el evento de compra con parámetros de valor, moneda y SKU
Medición y experimentosEl evento de compra ('Purchase') no debe dispararse en solitario: debe enriquecerse con propiedades como moneda ('currency'), valor monetario ('value'), IDs de producto y valor predicho del ciclo de vida (LTV), permitiendo a los algoritmos distinguir compradores de alto valor de compradores de bajo ticket.
one right here, which is the good old purchase. I would say it's not just not necessarily overused. It's underutilized in the sense of people aren't attributing currency and value to the purchase. So you're able to add additional objects into your, I mean, this is getting at like a more sophisticated level. You can add object properties where you're able to tell them what the currency is. So like, and then there's like USD, GBP for a great, great Britain pound, predicted lifetime value, specific product IDs. Like that information is available to enhance the purchase information because if you…
Escúchalo en el minuto 23:58
Medición y experimentosNo se debe reducir la medición publicitaria a 'PageView' y 'Lead'. Es crítico utilizar eventos estándar específicos según la intención exacta (por ejemplo, 'Donate' para donaciones en ONGs en lugar de 'Purchase', o 'Schedule' para agendamientos en calendario), ya que cada evento entrena de forma distinta a los algoritmos publicitarios.
you have a contact page, oh my gosh, if they submit that, please just use the contact standard event. A hundred percent. Small differentiations that we are like, yeah, we might be splitting hairs here, but I think it's actually important to set it up the right way. And if you're listening to this and you're like, yeah, I just use just page view and lead for everything. Like you're using, just such a small portion of the intelligence that gathered through these events here. And you know, donating funds to your organization or cause every single nonprofit I have ever audited, never uses the…
Escúchalo en el minuto 20:31
Usar el evento 'ViewContent' en contenidos de alto valor para diferenciar audiencias en las plataformas publicitarias
Canales de adquisiciónConfigura eventos estándar más específicos (como 'ViewContent') en artículos de blog estratégicos o pilares de contenido, en lugar de limitarte a un 'PageView' genérico. Esto permite separar a los visitantes de alto valor del tráfico general y enviar señales precisas al algoritmo publicitario sobre el perfil exacto de usuario que se desea atraer.
this is a page that actually has high value. So, so for some of our high value blog post pages, like really chunky stuff, like pillar content, we'll put view content on there as opposed to page view. So, uh, and plus it differentiates like the, you know, if you only have a certain amount of blog posts that are view content, you know, that you're sending that to those pages. And then when they go to the page view pages or the homepage, whatever it is, or other less valued page, then you can differentiate those audiences and tell the algorithm exactly who you're looking for. So, uh, anything to
Escúchalo en el minuto 30:16
Instalar píxeles de seguimiento antes de comenzar a invertir en publicidad
Medición y experimentosConviene instalar los píxeles de seguimiento de las distintas plataformas publicitarias (Meta, TikTok, Pinterest, etc.) en el sitio web incluso antes de activar campañas de pago, ya que esto permite acumular señales de eventos e historial de comportamiento para alimentar los algoritmos previamente.
this is true for every, every platform, Pinterest and TikTok and Snap, all of them have some sort of pixel. They're able to put on your website to send data back into your ads platform. Even if you're not running ads, you should still put it on there because if eventually you do, you'll be able to get signals on important events that are happening. Because if you are running a website, even if you're not running ads on that platform, there's like 16 different pixels you can put on a website for all the different networks. You'll be able to empower and see that pixel now, even when you're not…
Escúchalo en el minuto 4:14
Separar los eventos de 'Add to Cart' y 'Add Payment Info' para alimentar mejor el algoritmo publicitario
Medición y experimentosEs fundamental configurar por separado los eventos estándar de 'Add to Cart' y 'Add Payment Info' (especialmente en infoproductos y checkouts externos como ThriveCart). Quien ingresa datos de pago tiene una probabilidad de conversión sustancialmente superior a quien solo añade al carrito; tratar ambos eventos como iguales entrena al algoritmo con perfiles de baja intención o fricciones no resueltas (como costos de…
But what we have is add payment info, add to cart. These two, again, are very common in e-commerce already set up. But if you are an info product, or if you are not using a Magento, a Shopify, or potentially even WooCommerce, you need to add these into places. Like if you're using ThriveCart, like you need to make sure that these standard events are getting applied because adding payment info and adding to cart are two very different actions. Because you can add to cart without providing any type of billing information. But if someone's made it to add payment info, they are significantly more…
Escúchalo en el minuto 15:26
Diferenciar el evento 'Lead' de 'CompleteRegistration' según la cualificación comercial
Medición y experimentosSe debe reservar el evento 'Lead' para prospectos con intención de compra o datos suficientes para ser contactados por ventas (SQL/MQL), y utilizar 'CompleteRegistration' para simples suscripciones a listas de correo.
submitting a form or signing up for trial. This is where if we're going to get splitting hairs, if you have a sales team and they're going to contact that person in theory, you're generating leads that are going to be contacted by a salesperson versus a complete registration, which we had seen earlier is just getting them onto an email list. They've registered for your email, but a lead is like a sales qualified lead, a marketing qualified lead. Like if we were to similar to the most a sales qualified lead, you would put a lead because they have provided more information where they would…
Escúchalo en el minuto 23:11
Medición y experimentosPara evitar que el algoritmo optimice hacia tráfico superficial que abandona la página de inmediato, se deben configurar conversiones personalizadas (apoyándose en Google Tag Manager) que midan engagement real post-clic, como minutos de video consumidos o tiempo de permanencia.
like a schedule an appointment. If you're not tracking how much video consumption is being done, how long people are on that page, you might just be optimizing for anyone that gets to the page. But if you're not optimizing correctly, not everyone who gets to the pages is important. Someone who watches five minutes or 10 minutes of your video is definitely more interested in what you have to say than someone who got to the page and dipped. Right. So custom conversions, when you're leveraging things like Google Tag Manager and outside additional resources to give you insight on your campaign…
Escúchalo en el minuto 10:08
Canales de adquisiciónInstalar únicamente el píxel base es insuficiente: las plataformas publicitarias como Meta dependen de eventos estándar predefinidos (como Lead, Add to Cart o Initiate Checkout) para cruzar datos de comportamiento a escala y predecir con mayor precisión qué usuarios tienen alta intención de compra o conversión.
their website for. And the thing is, the algorithms that are behind so many of the ad networks are more and more sophisticated every single day. But you can't optimize for data you don't provide. dev team to just make sure that you're leveraging the standard events set by Meta, or insert any other ad network appropriately. Because with billions of visitors, all the time, Meta has so much data that it's accumulating. So they set up standard events, as in the name standardization of really important events to put a pollinate, like a cross pollination of info to the Facebook user, so that they…
Escúchalo en el minuto 5:03
Medición y experimentosLas conversiones personalizadas deben usarse más allá de los eventos estándar para medir métricas intermedias clave (como tiempo de permanencia, consumo de video en VSLs o visualizaciones reales de landing page frente a clics salientes) con el fin de auditar la calidad del tráfico e identificar problemas técnicos como lentitud en el sitio.
So just being honest. Okay. So custom conversions. So these are things if you're in the events tool within meta, custom conversions are a way that you can go outside of the standard event. So if you have pages, you want to track by URL, if you're creating different events that go outside of this, like 16 or however many standard items are, custom conversions are amazing. Custom conversions are and their interest in your product or service. So custom conversions are great if you have like a really long funnel, and maybe you got lots of upsell pages, and you want to see how many people are…
Escúchalo en el minuto 7:38
Canales de adquisiciónEn lugar de complicar la medición con cientos de eventos personalizados, la mayoría de los negocios debe apoyarse en la jerarquía intrínseca de los eventos estándar de Meta (Page View, View Content, Add To Cart, Lead, Purchase) para enseñarle al algoritmo qué acciones del usuario tienen mayor valor.
we'll go over in a second. Right. And there's about 16 or 17 standard events. I think they've added a couple here, but I mean, it really is. It's, it's not necessarily about, we used to look at these mostly as where do we create our specific custom audiences for retargeting. It's less for that now, because that's a foggy line right now, but it's more for optimization of an event as to what are your most high value pages that you want Facebook or meta specifically to understand are more high value. So page view versus view content, view content versus add to cart, or maybe view content versus…
Escúchalo en el minuto 10:54
Registrar conversaciones con chatbots usando el evento estándar 'Contact'
Medición y experimentosImplementar el evento estándar 'Contact' del píxel de Meta cuando un usuario inicia una interacción con un chatbot de IA o un chat en el sitio web permite registrar y optimizar eventos de conversación bidireccional cualificada.
this one. But the next one, every website has a contact us page. Yep. And so we have the contact standard event or contact between a customer and your business through phone, SMS, email chat or other means. We use this with our AI chatbots. If you're collecting information like and there's a conversation, we do the contact because then this is showing two way conversation. What's interesting about this is between phone, SMS, email chat or other means. This is specifically only website pixel.
Escúchalo en el minuto 19:41
Reservar el evento 'ViewContent' para páginas estratégicas de alto valor
Medición y experimentosEl evento estándar 'ViewContent' no debe dispararse indiscriminadamente en todo el sitio, sino reservarse para páginas con valor comercial superior (como páginas de producto, aterrizaje, quiénes somos, ofertas complementarias o artículos pilares). Para blogs o contenido informativo general, es preferible medir conversiones personalizadas basadas en tiempo de permanencia o profundidad de scroll.
you describe this one? I will say this is like any page, right? Yeah. A visit to a webpage you care about, for example, a product or landing page view content tells if someone visits a page, but not what they see on that page, but if you have an important page, this should be on your about us page. This should be on your landing pages. This should be on your upsell pages. That don't have an issue. Like these are important pages that have more value than your privacy policy. I don't, unless it's a pillar blog that is generating sales for you. Right. View content should go on something as a…
Escúchalo en el minuto 28:57
Diferenciar 'SubmitApplication' de 'CompleteRegistration' según la cualificación
Medición y experimentosEs conveniente separar el evento 'CompleteRegistration' (usado para registros estándar como webinars) de 'SubmitApplication' (utilizado cuando el usuario responde preguntas de cualificación o aplica a programas/servicios de agencia), ya que este último representa una intención más profunda y un lead que el equipo comercial debe priorizar.
Again, not the world's leading authority, but like this is submission of an application for a product service or program you offer, for example, a credit card educational program or job. So again, this is where you have to determine, are they registering for something like I like to do for webinars? Are they submitting an application? Are they applying to see if like a lot of agencies will have apply to work with us. And there are questions on there that are more than scheduling an appointment that are more than just a lead. Like they're applying to see if they're a good fit. but the way I…
Escúchalo en el minuto 26:52
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