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Half Your Ad Budget Is Working Against You (And You Don't Know It)
26 ideas de marketing sacadas de «Half Your Ad Budget Is Working Against You (And You Don't Know It)», de Perpetual Traffic. Sobre todo de canales de…
- 26 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 42 min
- Publicada en 2026
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Utilizar segmentación abierta en lugar de intereses dentro de radios geográficos reducidos
Canales de adquisiciónEn campañas locales acotadas geográficamente (ej. un radio de 15 millas), segmentar por intereses estrecha en exceso la audiencia; es preferible usar segmentación abierta combinada con videos en la parte alta del embudo para que la propia creatividad filtre y disminuya el coste de adquisición.
Another part to this is that they're targeting is a 15 mile radius around the development or around the home itself. So really tight radiuses here, smaller markets. And also they were using a lot of interest-based targeting, which is something that we typically shy away from. It doesn't matter what the market is because it really narrows the market. They're using a lot of sort of Zillow terms. All we do is we do open targeting and combine that with top of funnel and middle of funnel video content in 99% of cases. And that's really what gets the cost per acquisition, cost per new customer…
Escúchalo en el minuto 18:20
Canales de adquisiciónEn ventas de alta consideración con ciclos largos, no se debe optimizar la pauta publicitaria directamente a la compra final desde el inicio. La estrategia debe avanzar por etapas: primero optimizar por volumen y costo de leads/aplicaciones (MQL); luego, al estabilizar la demanda, cambiar la optimización hacia prospectos calificados en ventas (SQL con capacidad de pago); y finalmente, con suficiente volumen…
coming in the door. Remember, these are high consideration purchases. So you're not going to see that purchase. You're not going to see the revenue increase immediately, but we're going to be looking at that cost per lead, that cost per application, and then also start to optimize for sales qualified leads. And that's going to be the key. Once we start to ramp up demand on the marketing qualified leads, we'll start to switch over some of our optimization to the sales qualified side. Those are the people that I can actually afford to buy and, or we might even start optimizing for an offline…
Escúchalo en el minuto 40:56
Canales de adquisiciónCuando las palabras clave de alta intención en Google Search tienen un coste por clic prohibitivo, cambiar la mayor parte del presupuesto (70-80%) hacia plataformas de generación de demanda como Meta permite generar reconocimiento de marca y reducir el coste por lead.
here on this show very shortly is where we shifted budget from 70, 80% Google demand capture, to 70, 80% meta and programmatic, which is demand generation. And that's where you get lower cost per lead. And that's where you get real awareness and brand awareness. You're creating brand, but you're not competing against everybody else in Google search for those high value, high intensity, high cost keywords, such as brand new homes near me or new homes in, X city or X neighborhood. Those are more costly terms. Whereas if you can create awareness Google ads at very bottom of funnel, which is…
Escúchalo en el minuto 15:08
Aprovechar la segmentación abierta delegando la cualificación de la audiencia en el anuncio creativo
Canales de adquisiciónEn plataformas de anuncios con segmentación geográfica amplia (por ejemplo, un radio de 25 a 50 millas), conviene utilizar segmentación abierta ('open targeting') y permitir que los ganchos y mensajes del anuncio creativo filtren y atraigan a los prospectos calificados, apoyándose en los algoritmos de optimización.
And last but not least on targeting, this philosophy is counterintuitive to, I think, of what a lot of people do on social now is open targeting. And for this client, we're talking about probably a 25 mile, maybe a 50 mile radius in and around where the development is actually occurring. You can open up that targeting with open targeting. Don't be afraid to do it because if you're creative, like we've discussed so far in today's show is dialed in, you're going to dial in just those hammock, all the examples that we've used plenty of times in this show. So open up that targeting, let the…
Escúchalo en el minuto 37:52
Amplificar contenido educativo y de ayuda práctica con micro-presupuestos en paid social
Canales de adquisiciónPromocionar piezas de contenido educativo útil o guías prácticas con presupuestos reducidos ($15 a $20 diarios) genera reconocimiento de marca y consigue los costos por mil impresiones (CPM) y costos por conversión más bajos en la parte alta del embudo.
things that we recommended. Also on their social sites, they also had educational sort of home help content, like how to fix certain things, how to turn on their outdoor sprinkler, how to operate their garage door, like all these sorts of like quirky pieces of content. They had that, but they had that on most of their social sites. And we're not using that as top or middle of funnel content. And this is the kind of stuff that gets the lowest cost per CPM, the lowest cost per conversion, because you can advertise that, put money behind it very cheaply. Even if you're spending 15 or $20 a day…
Escúchalo en el minuto 33:05
Medición y experimentosEn ventas de alto valor con ciclos comerciales prolongados (de dos a cinco meses), es imprescindible sincronizar eventos de conversión offline con Meta y Google para cerrar la brecha de atribución y permitir que los algoritmos optimicen hacia ventas reales y no solo hacia leads iniciales.
conversion once they actually purchase. Another part to this is that they're not measuring their offline purchases. This is, as you can guess, this is a $600,000 purchase. So this isn't something that you're just going to click and buy within two or three days. There is a time period that goes by and it's, according to them, it's anywhere between two to five months is that sales cycle. So offline conversion events for both Meta and Google are absolutely essential. Right now, they feel like
Escúchalo en el minuto 21:12
Crear demanda en audiencias fuera de mercado en lugar de competir solo en fondo de embudo
Canales de adquisiciónLimitar la publicidad a llamadas directas a la acción en fondo de embudo solo captura a la pequeña fracción de usuarios listos para comprar ('in-market'), donde la competencia es feroz. Educar y generar consideración en prospectos que aún no están buscando activamente ('out-of-market') resulta considerablemente más económico y permite construir demanda propia.
funnel. If you do all your advertising like that, you're only going to get those people that are in market. And if you look at an entire market as a huge circle, the people that are in market are a tiny little portion of that. What you want to do is educate all those people that maybe aren't right in market right now, actively looking for a home. You want to create some awareness and some new construction. Those are the types of people that you want to be targeting. And they're the cheapest ones because they're not the ones that everyone else in the space is targeting. You can let everybody…
Escúchalo en el minuto 37:02
Mostrar la emoción y el resultado posterior (after-feeling) en creatividades de parte alta del embudo
Mensaje y copywritingEn lugar de limitarse a enseñar el producto estático, las creatividades en video para la parte alta del embudo deben diversificarse mostrando a los clientes viviendo la experiencia posterior a la compra y disfrutando del resultado final.
of your entire property or your entire development, show beautiful photos of people enjoying it, you know, we've used this many times, beautiful photos and videos of people enjoying their backyard kitchen, for example, or in this case, beautiful photos of people enjoying a brand new home, you know, having an exciting sort of champagne popping as they walk in their beautiful new home. And the furniture is getting delivered and flowers arrive and the real estate agent is, you know, patting them on the back and high fiving like that's that sort of that after feeling. And that's the type of video…
Escúchalo en el minuto 15:54
Amplificar el contenido generado por usuarios (UGC) en anuncios pagados de etapa media (MOFU)
Estrategia de contenidosEl contenido generado por clientes (UGC) no debe limitarse a publicaciones orgánicas en redes sociales; amplificarlo mediante anuncios pagados en la etapa media del embudo (MOFU) es una de las vías más efectivas para generar confianza y guiar a los prospectos hacia la conversión final.
advertising. And last but not least, user generated content. We were finding that a lot of their, their end users, their buyers of homes. These are $600,000 or $500,000 plus homes. They were creating a lot of great user generated content. They just weren't using it in their advertising. getting brand awareness searches and searches on Google and so forth. The point is, is they weren't amplifying that in their ads. All they have to do is create some relationships with some of those particular area. There's a lot of ways to do that. UGC content or user generated content was the best middle of…
Escúchalo en el minuto 35:29
Estrategia de contenidosPara construir una estrategia de video efectiva, el Top of Funnel (TOFU) debe centrarse en la historia del fundador, el propósito de la marca ('por qué existimos') y educación sobre la categoría para crear confianza, mientras que el Middle of Funnel (MOFU) debe basarse en comparativas directas de características/beneficios (antes vs. después) y demostraciones vivenciales del producto o entorno.
UGC, like top of funnel founder story content. This is a great way to introduce the brand. And Hey, this is why we're different. This is why we created this company to start with. This is, you know, the Simon Sinek book, start with why it's that type of content. That's very top of funnel. People often don't buy what you're selling. They buy what you stand for. And that's the sort of or $4,000 hammocks or testosterone replacement therapy and GOP ones, it's that type of content, very top of funnel that builds trust with your would be client customer. of product ads, a lot of image ads. So the…
Escúchalo en el minuto 31:15
ConversiónEn ventas de tickets altos, sustituir formularios nativos de la plataforma por formularios de solicitud (o multipaso) en una landing page propia reduce la tasa de conversión bruta, pero incrementa significativamente la calidad del contacto y la tasa de conversión a lead calificado para ventas (SQL).
So you get less spam typically on meta forms, depending on which form that you use. If you're using a lead gen form versus a landing page and application form fill, those will usually the application form fill on your site will usually have a lower conversion rate, but a higher level of quality that'll ultimately turn into a sales qualified lead. So when we talk about leads, qualified lead or an MQL. They're not qualified as of yet to actually purchase. Then there is some kind of either application process or filtering process. And this is a lot of times done in a multi-step form.
Escúchalo en el minuto 12:35
Canales de adquisiciónDistribuir el presupuesto de paid media en demasiados mercados dispersos y concentrar los anuncios únicamente en el fondo del embudo (bottom of funnel) satura las audiencias y dispara el costo por lead. Para escalar de forma rentable, es indispensable adoptar una estrategia de embudo completo que incluya etapas de notoriedad (top) y consideración (middle) antes de la conversión directa.
obviously escalated their revenue to a very healthy $18 billion mark, but their paid media is too fragmented. Budgets are spread out too thin across too many markets. Their promotions and their marketing is a bit disjointed, which really limits their optimization and being able to sell more homes. The stakes, if they don't fix it though, is this, is that their cost per lead, And this is standing in their way. What we diagnosed immediately upon speaking with them and having an in-person session with them to realize that their budget was fragmented and it was hurting their performance. Creative…
Escúchalo en el minuto 1:11
La regla del 3 y del 10: los sistemas colapsan y provocan estancamiento con cada salto de escala
Estrategia y decisiones de negocioCada vez que una empresa triplica (3x) o decuplica (10x) su tamaño en facturación (ej. de 1M a 3M, de 3M a 10M o de 10M a 25M), los sistemas operativos, de marketing y de ventas existentes dejan de funcionar y provocan una meseta de crecimiento. Superar cada nivel exige rediseñar los sistemas en lugar de intentar forzar los métodos anteriores.
scale you're at, no matter what level your business is at, you are going to cap out. You're going to level off. You're going to stagnate at every level. Let's say you're going from a hundred thousand in revenue to a million in revenue, a million in revenue to 3 million, 3 million to 10 million, 10 million to 25 million, 25 million to a hundred million and so forth. Every level. And those are carefully chosen numbers, by the way, there's typically three X. Every time you multiply or you scale three X or grow three X, you have, it's a rule called the three 10 rule is you start to stagnate. You…
Escúchalo en el minuto 3:43
Estructura de ejecución centralizada con P&L descentralizado para marketing multisede
Canales de adquisiciónEn empresas con múltiples ubicaciones o franquicias, descentralizar el presupuesto y la cuenta de resultados (P&L) por cada mercado local mientras se centraliza la ejecución de la publicidad pagada permite mantener el control de costes por plaza sin perder la eficiencia operativa ni la consistencia de marca.
budget as its own division president and has its own P and L. So they're almost operating as individual business units within the context of a larger organization, which we see quite a bit. And this we find the same thing. And when you get fragmented in your campaigns, that's when it's really hard to scale. And, but there is a business reason for that because each individual market has its own Oftentimes you need to be able to break up your marketing budget in order for each individual or there's some combination of the two. However, each DMA owns its own budget, but the corporate team in…
Escúchalo en el minuto 5:11
Los anuncios con estética nativa rinden mejor que los videos hiperproducidos en Meta
Canales de adquisiciónEn plataformas como Meta, los videos con apariencia orgánica y poco producida funcionan mejor en la parte media y alta del embudo que los anuncios cinematográficos de alta producción, ya que se mimetizan de forma natural con las publicaciones cotidianas del feed.
real videos, stuff that's not overly produced. Yeah. The drone footage is beautiful. It's Superbowl quality advertising, if you want to sort of call it that, but that's oftentimes not the thing that works right now, especially on meta because meta wants it to look like it blends in with the newsfeed. And you don't see your friends posting professional Superbowl style videos. Well, is that that's not the stuff that typically sells at top and middle of funnel. Um, it's very good at very top to create awareness, but a lot of the selling really goes on in the middle of the funnel.
Escúchalo en el minuto 30:16
Combinar video en TOFU/MOFU con imágenes en BOFU para educar y convertir
Canales de adquisiciónDepender únicamente de anuncios de imagen estática limita el escalado publicitario porque solo capturan a usuarios en etapa final de compra (in-market). Para generar demanda y transmitir la transformación del antes y después de un producto, es necesario nutrir la parte alta y media del embudo con video, reservando los anuncios de imagen directos u ofertas para el cierre en el fondo del embudo.
At this particular point in time, we noticed that there was very much a very mostly product-focused ads, limited to just image ads. It wasn't a whole lot of top of funnel, middle of funnel, video types of ads, a beautiful house, that tends to be very bottom of funnel. Those are people that are in market. You're competing against everybody else. You're not creating awareness that this product actually So you need to be able to relay that through video. And images don't really relay that all that well. of the product and the features and the benefits. And then finally you get an ad that says…
Escúchalo en el minuto 26:18
Escalabilidad de campañas multilocales mediante playbooks y tiempos de entrega estandarizados
Estrategia y decisiones de negocioPara gestionar un volumen masivo de campañas locales con un equipo central reducido, se deben establecer playbooks por mercado con plantillas de eventos tipo (lanzamientos, preventas o jornadas de puertas abiertas) y acuerdos de nivel de servicio con tiempos de respuesta estrictos (como 48 horas).
company like this. So as far as internal team, they have an internal team of four who manages 1200 campaigns annually. That is a lot to manage. And there it's also overseen by their marketing manager teams of copywriters, designers, video producers, email marketing folks, and they have a playbook for each individual market that goes into these types of things like coming soon's or maybe pre-approvals or typically two day turnaround times for live campaigns and open house that's going on that particular weekend. There's a lot going on here. So this is a very, very complex series of campaigns…
Escúchalo en el minuto 7:20
Canales de adquisiciónEn una estrategia de adquisición pagada, Meta funciona principalmente como un canal de generación de demanda (top y middle of funnel), mientras que Google Search actúa como un canal de captura de demanda existente a través de búsquedas de alta intención.
Like we've discussed many times on this show, Meta and top of funnel or middle of funnel and top of funnel is what we refer to as demand generation. That's where you actually generate demand. Whereas in Google, when you're looking for new homes near me, you are capturing demand. So in an ideal world,
Escúchalo en el minuto 14:40
Ampliación del radio geográfico en Meta Ads para facilitar la optimización algorítmica
Canales de adquisiciónSegmentar con un radio geográfico excesivamente estrecho (como 15 millas) con presupuestos reducidos limita el volumen de datos necesario para el aprendizaje del algoritmo publicitario; ampliar el área a 25 millas y utilizar creatividades específicas permite que la plataforma optimice mejor la captación.
there. Another big challenge is their volume is very low per campaign for really effective optimization. And that's always been a challenge with smaller markets, especially when you're talking about a 15 to 25 mile radius. The 15 mile radius, I would actually, I would make that wider. I'll probably bring that out to maybe 25 miles in some cases, because what that does is it gives Meta, in this case, because we're really going to be focusing on a Meta strategy here, because that's where there is the greatest area for scale. 25 mile radius might overlap with some of the other markets, but your…
Escúchalo en el minuto 22:19
Optimizar campañas publicitarias hacia SQL en lugar de leads brutos cuando haya volumen suficiente
Medición y experimentosPara evitar que los algoritmos publicitarios atraigan contactos no calificados o spam en compras de alto ticket, se debe configurar la optimización hacia leads calificados por ventas (SQL) en lugar de hacia formularios completados (MQL), siempre que el volumen de datos en cada mercado sea suficiente para entrenar la plataforma.
qualified lead. But once they actually speak to an individual on the sales team and they're qualified, they actually have the money. They either qualify for the mortgage in this particular case, then they're characterized as a sales qualified lead. And sales qualified leads are the leads that ultimately are the things that you should be optimizing for if you have enough of them in your
Escúchalo en el minuto 14:01
Estrategia de contenidosLas empresas suelen acumular activos valiosos en sus canales orgánicos que no aprovechan en paid media: videos estilo selfie/lo-fi de intermediarios o equipos de campo, tomas de dron y contenido generado por usuarios (UGC) que etiquetan a la marca pueden transformarse en anuncios efectivos para la parte alta del embudo.
we evaluate a creative library for a client, there is way more raw footage, raw material that we can tremendous content over on YouTube, over on your social channels. Look at all the Instagram reels that you're doing. Why aren't you producing those or turning those into ads? And we find the exact same thing here. A lot of the best content we found was through brokers, through, through the developers, through other real estate agents talking about and going to walkthroughs with selfie videos, lo-fi once again, you know, just UGC style testimonials, all of this. They weren't advertising all…
Escúchalo en el minuto 28:27
Insuficiencia de la automatización creativa para compras de alto impacto emocional
Mensaje y copywritingLas herramientas automáticas de edición de las plataformas publicitarias deben usarse solo de forma suplementaria; en decisiones de compra trascendentales y de alto costo, la producción audiovisual debe planificarse expresamente para mostrar el estado posterior y la transformación de vida del cliente.
Meta, was that their creative production was relying heavily on the platform automation. So Meta does do a fair amount with post-production. You can produce a lot of video, you can do a lot of post-production creative, and save yourself the post-production cost. But what we found is that that usually is supplementary, and it shouldn't be your primary way in which you do post-production, especially on video. And with this being such a visual medium, like you're buying a house here, you're transforming Like these are big, major life changes that you want to be able to relay. And you want to be…
Escúchalo en el minuto 24:01
Estrategia de contenidosLas empresas suelen acumular activos valiosos en sus canales orgánicos que no aprovechan en paid media: videos estilo selfie/lo-fi de intermediarios o equipos de campo, tomas de dron y contenido generado por usuarios (UGC) que etiquetan a la marca pueden transformarse en anuncios efectivos para la parte alta del embudo.
we evaluate a creative library for a client, there is way more raw footage, raw material that we can tremendous content over on YouTube, over on your social channels. Look at all the Instagram reels that you're doing. Why aren't you producing those or turning those into ads? And we find the exact same thing here. A lot of the best content we found was through brokers, through, through the developers, through other real estate agents talking about and going to walkthroughs with selfie videos, lo-fi once again, you know, just UGC style testimonials, all of this. They weren't advertising all…
Escúchalo en el minuto 28:27
Estrategia de contenidosLas empresas suelen acumular activos valiosos en sus canales orgánicos que no aprovechan en paid media: videos estilo selfie/lo-fi de intermediarios o equipos de campo, tomas de dron y contenido generado por usuarios (UGC) que etiquetan a la marca pueden transformarse en anuncios efectivos para la parte alta del embudo.
we evaluate a creative library for a client, there is way more raw footage, raw material that we can tremendous content over on YouTube, over on your social channels. Look at all the Instagram reels that you're doing. Why aren't you producing those or turning those into ads? And we find the exact same thing here. A lot of the best content we found was through brokers, through, through the developers, through other real estate agents talking about and going to walkthroughs with selfie videos, lo-fi once again, you know, just UGC style testimonials, all of this. They weren't advertising all…
Escúchalo en el minuto 28:27
Reducción del 91% en presupuesto de búsqueda reasignándolo a etapas altas y medias en Meta y programática
Canales de adquisiciónEn una estrategia de adquisición inmobiliaria, el presupuesto asignado a Google se recortó en un 91% (pasando de 60.000 $/mes a entre 4.000 $ y 6.000 $/mes) para reasignar ese capital a campañas de captación y consideración (TOFU/MOFU) en Meta, publicidad nativa y programática.
And in one of the previous case study, which I'll leave a link in the show notes, we shifted budget and actually decreased Google budget by 91% from in this case, $60,000 a month down to about four or five or $6,000 per month in spend. And we did that by reallocating that budget to top and middle of funnel on meta, as well as with programmatic and native. And that would definitely
Escúchalo en el minuto 39:21
Medición y experimentosEn el sector inmobiliario local, los clics en búsquedas transaccionales de Google suelen oscilar entre 20$ y 40$, lo que puede disparar el coste por contacto cualificado (MQL) por encima de 200$, frente a un coste objetivo de referencia en torno a 150$.
Google ads at very bottom of funnel, which is very, expensive and very, costly cost per click. If you're spending 20, 30, $40 a click, you better be converting once they click. And if you're not, you're So currently their KPI is a cost per contact, which is that MQL, that cost per application fill That is what we refer to as an MQL or a cost per contact. And that number, they want to be about $150 per contact. And that's been escalating. One of the big problems is well over $200 now.
Escúchalo en el minuto 17:58
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