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From Votes to Views: The Election’s Effect on Ad Spend | Perpetual Traffic EP 579
18 ideas de marketing sacadas de «From Votes to Views: The Election’s Effect on Ad Spend | Perpetual Traffic EP 579», de Perpetual Traffic. Sobre todo de…
- 18 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 47 min
- Publicada en 2024
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Regla del 'Unicorn Ad' en Meta: más compartidos que comentarios y mínimo 50 shares
Medición y experimentosUn anuncio en Meta Ads califica como 'unicorn ad' (anuncio de rendimiento excepcional) cuando acumula un mínimo de 50 compartidos y el número total de compartidos supera al de comentarios; alcanzar este umbral es la señal para aislar el creativo y modelar futuras variaciones a partir de él.
more shares there's this thing called like a unicorn ad that we use if there are more shares than there are comments and there are minimum of 50 shares you know that's a hugely successful ad so like if you're ever there are comments yes and there's a minimum of 50 shares that's the line yeah then save that send it to your team and be like how do we recreate this because it's already proven to be a very successful ad so if
Escúchalo en el minuto 34:09
Captación anticipada de audiencias en julio para rentabilizar Black Friday
Canales de adquisiciónConstruir y calentar audiencias desde meses antes (como julio) permite llegar a Black Friday apoyándose en canales propios más económicos (email, SMS y retargeting) y reducir la pauta publicitaria en los periodos de costos por clic más elevados.
like times 10 yeah so if you I would recommend you start Black Friday planning in June and start Black Friday execution in July not by like selling your offer but you want to build up your audiences so you're not going after cold you're just ret tting and you're using areas of marketing like your emails like your SMS your print or whatever the other things are to more cost effectively go after the same people all start being more efficient sooner than later July for Black Friday sooner than would say like when we start with like Li for Black Friday it's new customer it's like it's actually…
Escúchalo en el minuto 36:42
La gente comparte contenido por lo que proyecta sobre su propia identidad
Estrategia de contenidosLos usuarios no comparten publicaciones principalmente porque sean interesantes, sino por lo que el acto de compartir dice sobre ellos mismos ante su círculo social. Crear contenido con posturas contracorriente, de rebeldía o que refuercen un estatus identitario deseado eleva drásticamente la tasa de compartición.
people share in Social because of what it says about think about is is people don't share content because it's interesting or because whatever they share because of what it says about them and I'm like oh ever shared I really subconsciously secretly I'm like I want people to think I'm this way you know and so if you have giving people the opportunity to say something about themselves especially if you give the opportunity to take a contrarian view um or even to be the identify themselves as like you know the the rebel you can do that with your content and um that becomes Ultra beginning of…
Escúchalo en el minuto 31:54
El riesgo del «efecto Groupon» en promociones con descuentos agresivos
Oferta y precioLas promociones masivas con grandes descuentos (como Groupon o un Black Friday no planificado) suelen atraer compradores cazaofertas que jamás recompran, erosionan los márgenes y saturan la capacidad de cumplimiento, perjudicando la experiencia de los clientes habituales y rentables.
it's the Groupon problem do you remember with Groupon is you would you're a nail salon and you'd go advertise the Groupon and you'd get like 500 people who buy the Groupon and you're thinking yourself like 500 customers but and in the beginning that actually ended up being true it was people that were local to you and they were close and you could retain them but as Groupon grew you would get the the piranha the predatory bargain Shoppers that were just looking for the Groupons and they'll drive 45 minutes to your nail salon for the cheap whatever and they'll never come back and they're not…
Escúchalo en el minuto 40:29
Diversificar creatividades y comunicar proactivamente ante la saturación de periodos electorales
Canales de adquisiciónDurante periodos de alta saturación publicitaria (como años electorales), los traffickers y media buyers deben comunicar los cambios del mercado con antelación a sus clientes y aplicar una mayor diversidad de creatividades para poder destacar frente al incremento de ruido e inventario ocupado.
news if you're good at what you do if you're a good media buyer you are going to tell your clients and the brands you work with you're going to advocate proactively so you're not going to look media buyer you're going to understand how to have diversity in your creative so that you can still Stand Out amongst a lot more noise so the good thing is if
Escúchalo en el minuto 0:06
Medición y experimentosEvaluar el éxito de las campañas de Black Friday únicamente por la facturación bruta es engañoso, ya que el incremento desmedido en los costos de adquisición y el exceso de descuentos frecuentemente erosionan los márgenes hasta generar pérdidas operativas.
contrarian view I don't think Black Friday C Monday is worth doing at all anymore I think that we have uh found ourselves Beyond The Tipping point of efficacy where the increased permeation isn't worth the increased costs and I was also one of the worst Black Friday Cyber Monday Seasons I've ever seen um in terms of actual profit yeah so you might grossed a [ __ ] ton and that's the problem is all these businesses are a high school dropout but like gross revenue is a vanity metric it means nothing it means nothing uh and yet people are still like oh we killed Black Friday and I'm like but you…
Escúchalo en el minuto 37:49
Canales de adquisiciónMonitorear y comprar los dominios web expirados de competidores directos permite redirigir el tráfico residual de su audiencia directamente hacia tus propias propiedades digitales.
know about how when uh Jeb bush.com name went down they had let the domain expire and so Trump's marketing team bought the URL so for five days or something if you went to jebbush.co you redirected to Donald trump.com I love I
Escúchalo en el minuto 7:37
Canales de adquisiciónLos emplazamientos de YouTube en Smart TV ofrecen un alcance muy elevado a costos reducidos, pero deben diseñarse para educación y adoctrinamiento en la parte alta del embudo (top of funnel), evitando depender de llamadas a la acción directas con clic inmediato.
basically you're watching television on YouTube and advertisers can advertise there specifically it's a specific placement allotted uh for Smart TV just for um YouTube Smart TV and it's unbelievably potent like John's like dude this the the cost here is insanely low and the impr the reach is unbelievably high now the reason advertisers don't like it is because Smart TV really has no CTA what are you going to do so like you said it's not action-based but to be frank I think that's how we need to start looking at advertising stop assuming there's a prompt right there's no called action it's…
Escúchalo en el minuto 18:51
Iniciativas de donación benéfica como alternativa contraria al descuento en Black Friday
Oferta y precioPara diferenciarse de la saturación publicitaria de Black Friday sin degradar los márgenes ni condicionar al cliente a esperar precios bajos, se puede ofrecer transferir el equivalente del descuento a una donación benéfica si el cliente no lo utiliza.
was cool that we found helpful is being honest for some of our brand saying like we're not doing Black Friday if you want a discount you can use a discount but for any orders that don't use a discount we're actually going to donate so it was like a Goodwill initiative so we're leveraging that like you're going to buy you can keep the savings if you want because we know you're expecting this savings or you could put it towards something else yeah and so that was just a way to shift in that contrary and effort to stand out a little bit so that
Escúchalo en el minuto 39:39
Trasladar el modelo de publicidad en televisión abierta hacia televisión conectada (CTV)
Canales de adquisiciónEn lugar de abandonar la publicidad audiovisual por pasar exclusivamente a redes sociales, las empresas pueden mantener el paradigma y mensaje de los anuncios de TV pero ejecutándolos en Smart TV y plataformas de streaming (CTV), obteniendo un impacto similar a una fracción del costo de la televisión tradicional.
Facebook ads well no you can still do TV advertising just change where the TV is right so now you're advertising on Hulu or smart TV or whatever and it's the same Paradigm same approach same audience same impact it's the same everything it's just different you know a different mechanism and so we actually don't have to throw the baby out with the bath water in its entirety and at the moment it's a lot cheaper tv ads are
Escúchalo en el minuto 20:14
Incorporar modelos de ingresos recurrentes en la oferta comercial
Oferta y precioEl esfuerzo comercial necesario para cerrar una venta puntual suele ser equivalente al de vender un plan recurrente del mismo importe nominal, por lo que resulta más rentable estructurar ofertas que incluyan componentes de continuidad o suscripción.
any entrepreneur listening it's I won't do anything that doesn't have a continuity model now ever I refuse to get into a business that doesn't have some level of recurring Revenue uh even if it's little like that because it's just gosh it's so it's as hard to sell $500 as it is to sell $500 a month it's the same lift you know and to just tack
Escúchalo en el minuto 41:41
Apalancar la fatiga de anuncios políticos y masivos mediante parodias creativas
Mensaje y copywritingDurante eventos de alta exposición o campañas electorales, monitorear la biblioteca de anuncios de figuras públicas para crear parodias de los comerciales más repetitivos es una forma altamente efectiva de captar atención y generar difusión orgánica, aprovechando la saturación del público.
on those cultural conversations I think is going to be hyper relevant during the political season and if you're paying attention to the debates and if you're paying attention to Major marketing budgets so like what I would do is I would go to the Facebook ad Liber and even check out like the Google ads that major politicians are using because that's going to be something people are are seeing and then if you can leverage that creative and hijack yeah even a bad parody gets shared you can have a you can have a D minus parody but like because people get so annoyed at seeing the same thing over…
Escúchalo en el minuto 23:09
Impacto de las campañas electorales en el encarecimiento de subastas publicitarias
Canales de adquisiciónLas campañas políticas no optimizan hacia un ROI financiero medible sino hacia una meta binaria de ganar o perder, lo que genera compras masivas e indiscriminadas de medios que saturan el inventario e inflan los costos de subasta para todos los anunciantes a medida que se acercan las elecciones.
clear is like one uh political campaigns don't have an Roi so it's not like a I'm driving towards a goal that I can measure again so you'll have people it's you either win or lose it's not like you're investing in trying to improve Roi your Roi is a race to win and it's binary you win or you don't so there's a lot of like ludicrous media buying because it's an Allin kind of situation so when you're in a a media buyer who is accustomed to normal auction bidding and um competing against inventory that people in that same vertical or other audiences are used to you just have like almost like a…
Escúchalo en el minuto 11:12
Diversificar creativos y comunicarse proactivamente ante la saturación publicitaria en temporadas electorales
Canales de adquisiciónDurante periodos de alta saturación y competencia en subastas publicitarias (como las temporadas electorales), los media buyers deben comunicar proactivamente la situación a sus clientes y aumentar la diversidad de sus piezas creativas para poder destacar frente al incremento de ruido publicitario.
no there's good news if you're good at what you do if you're a good media buyer you are going to tell your clients and the brands you work with you're going to advocate proactively so you're not going to look like what is happening if you're a good media buyer you're going to understand how to um have diversity in your creative so that you can still Stand Out amongst a lot more noise so the good thing is if you're good at this
Escúchalo en el minuto 29:46
Ponderación del sistema de puntos en el algoritmo de distribución de Twitter/X
Canales de adquisiciónSegún el sistema algorítmico publicado por Twitter/X, las acciones tienen valores diferenciados de impacto: un 'me gusta' suma 0,5 puntos, una respuesta otorga 5 puntos, un share suma 75 puntos, mientras que un reporte de contenido penaliza con -375 puntos.
Musk published the Twitter ranking right of how much your activity on Twitter or increases your engagement there's a point system right someone likes it you get half a point if someone replies you get five points if someone shares it you get 75 points if someone reports it it's like negative 375 points right so there is a documented pointing system and sharing is the most amount of um
Escúchalo en el minuto 33:41
La fatiga por saturación de mensajes en campañas electorales deteriora el rendimiento del marketing por SMS y chatbots
Retención y relación con el clienteA medida que se intensifica el envío masivo de mensajes políticos, la tolerancia de los usuarios decae drásticamente, provocando un aumento en peticiones de baja ('stop') y una menor tasa de apertura y respuesta en los flujos comerciales automatizados de SMS y chatbots.
but I think people's receptivity to advertising messaging decreases significantly during things like inundation of text messaging and the acceptance of text messaging like I remember four years ago and all these chat Bots we built all of these follow-up com flows we would just get inundated with uh different temper through thresholds of acceptance as we got closer to the November election of stop texting me you are like a political campaign or more ignoring of our text messages because they were so inundated it's just competing differently yeah
Escúchalo en el minuto 3:05
Aumento estacional de CPMs en años electorales
Canales de adquisiciónDurante los ciclos electorales, los costos publicitarios (CPMs) tienden a encarecerse progresivamente a partir de mayo y generar picos específicos coincidiendo con los debates presidenciales principales debido al incremento en el gasto político.
um the dates so when cpms are going to start spiking uh I think they are going to progressively Spike the closer you get to the election I think it's really going to start to pick up in May because be this increase and then I think every other spike is going to be related to each presidential major debate yeah I
Escúchalo en el minuto 15:18
Instalación de narrativa obligando al rival a desmentir un negativo
Marca y posicionamientoLanzar una afirmación o rumor a la discusión pública instala la idea en la mente de la audiencia y traslada la carga al competidor, quien pierde tracción al verse obligado a desmentir un negativo.
someone had said it and then uh As I understood as the senator had to disprove that he didn't because it was out in the world whether it was true or negative he just said I want him to be talking about it so I'm going to put it out in the world that's making is if you just posit an opinion regardless of the opinion as long as slander uh then putting it into the ether like plants it into people's minds
Escúchalo en el minuto 9:07
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