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How Tier 11 Grew this eComm Brand 40% in 6 Months | Perpetual Traffic EP 637
23 ideas de marketing sacadas de «How Tier 11 Grew this eComm Brand 40% in 6 Months | Perpetual Traffic EP 637», de Perpetual Traffic. Sobre todo de…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 53 min
- Publicada en 2024
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Creatividades simulando capturas de mensajes para detener el scroll y resolver objeciones
Canales de adquisiciónUtilizar creatividades publicitarias con formato de captura de pantalla de mensajes de texto (un diálogo breve que responde directamente a dudas o al perfil de la audiencia) o metáforas visuales como billetes de avión para eventos resulta altamente eficaz para frenar el scroll ('thumb-stopping') y comunicar el mensaje de forma directa.
they've had so much diverse creative like they had an ad that was like a plane ticket that gets you to the Denver found it so effective they had an ad that was like a conversation like a screenshot of a message and I was just a text message like back and yeah like a message back and forth and it was like talking about how oh is this only for e-commerce brands or something and it was just done so simply so well straight that same creative because it just was so thumb stopping for me that I thought
Escúchalo en el minuto 5:11
Auditar la distribución demográfica de Meta Ads frente a los compradores reales del CRM
Medición y experimentosEs fundamental comparar los desgloses de audiencia dentro de Meta Ads (como los segmentos de edad) contra los datos reales de clientes compradores en el CRM para evitar que los algoritmos publicitarios sobreindexen el presupuesto en grupos demográficos que no generan ventas.
you take away from the show is like tap into your audiences within meta and then look against who you know your customers are that are purchasing and just make sure that you're not being over indexed on an age segment and then once you have an Empower yourself with that data reports against your CRM and then you
Escúchalo en el minuto 52:08
Canales de adquisiciónEl algoritmo de Meta determina qué anuncios ganan la subasta combinando tres factores: valor del usuario + tasa de acción estimada + puja del anunciante = valor total. Crear piezas publicitarias de mayor retención e interés eleva el valor del usuario y la tasa de acción, consiguiendo más impresiones y conversiones sin requerir una puja más alta.
was just tapping into meta's auction equation like the whole this is basically this is a screenshot of what uh and how meta's algorithm actually works to create total value it's user value estimated action rate Advertiser bid which equals total value and the higher your total value the greater impressions in the greater um conversions you ultimately get so we
Escúchalo en el minuto 44:00
Establecer límites de edad en Meta para evitar la sobreasignación de presupuesto en audiencias que no convierten
Canales de adquisiciónA pesar de la recomendación de Meta de dejar la segmentación completamente abierta a sus algoritmos, es indispensable auditar los desgloses demográficos y contrastarlos con los datos de compra reales (por ejemplo, en Shopify). Sin restricciones manuales por edad, la plataforma tiende a destinar gran parte del presupuesto hacia segmentos demográficos de menor rendimiento (como mayores de 65 años) que consumen…
was meta was over indexing on the 65 plus audiences they weren't capping out so when they really look at their demographic their demographic is really Shopify um we found that uh folks with a specific demographic were not the ones that were buying and we also verified specifically so 65 plus was a huge portion of the rad spend which is that to an audience that you found on Shopify to not correlate to purchases correct yeah So Meta tells you well just let us do all the targeting for you uh not really I you have to put guard rails on even meta like the the but you also need human intervention…
Escúchalo en el minuto 12:44
Mensaje y copywritingEn lugar de promocionar productos mediante especificaciones técnicas o fotos genéricas, la publicidad debe interpelar directamente al avatar objetivo, mostrar la aplicación real del producto y conectar con la necesidad emocional de proteger una inversión valiosa.
products weren't really talking to the case we Chang that over to calling all firearm owners dog whistle call out to a at all where you're going after the here you've got benefit driven copy that tells someone what transformation garage whereas this next one you're showcasing the application like this is saying you're highlighting benefits Weaponry like calling out that Avatar oh presenting a specific problem hey like so it's that protection you're tapping into the emotional need not enjoy versus why this case is a lasting
Escúchalo en el minuto 46:10
Retención y relación con el clienteHacer retargeting a los compradores del producto principal ofreciéndoles el producto complementario más lógico funciona como un potenciador directo del valor de vida del cliente (LTV).
trunk was like an upsell for that so they started to get an upsell on the back end from we would retarget those buyers of case 801 for the next logical step like hey if you get this case you can also get this one so you can see here there's another product that had a 23% increase just because it was sort of a logical you know lifetime value enhancer
Escúchalo en el minuto 21:44
Benchmarking de canales para escalar campañas multicanal sin perder visibilidad de atribución
Medición y experimentosAntes de diversificar y sumar nuevos canales de adquisición (como Google, YouTube o SMS), conviene establecer un benchmark fijando una instantánea de un período de alto rendimiento en el canal principal (como Meta). Esto sirve de referencia para evaluar si el canal base sigue funcionando correctamente por sí mismo una vez que el resto de plataformas empiezan a solapar y enturbiar las métricas en las herramientas de…
did this through what's called benchmarking so benchmarking is comparing your top line to platform results so inside any find out what a good month looked like so that we can optimize multi- Channel meta specifically but it's like what does a good month on meta look like if we started to roll in more YouTube ads if we started to roll in more Google ads how do we know that meta is doing well on its own and it's not being blurred by other platforms and so we use this concept called benchmarking which is you take a snapshot in time and say what does a good month look like and benchmarking is one…
Escúchalo en el minuto 31:50
Reactivar la demanda encontrando subnichos desatendidos en el mensaje
Investigación de mercado y clienteLa creencia de haber «agotado el mercado» suele resolverse redefiniendo el perfil de cliente ideal (ICP) y adaptando los creativos a subnichos específicos con compradores ávidos que la marca nunca había interpelado directamente en su comunicación.
they were frustrated they were like we think we've tapped out our mark market like no there's so many you know you mix it with some smart to buy you know let's focus on your demographic that does buy like what does your ideal buyer look like there was tons of conversations about ICP we did a creative strategy framework ICP is ideal you want to choose the point is that we really started to focus in on the the firearm Niche really like and that's just one Niche so that's what we really realized is that those are the most rabid buyers and they had not highlighted that in any of their messaging…
Escúchalo en el minuto 26:54
Ajustar el vocabulario en Meta Ads para interpelar nichos sensibles sin violar políticas publicitarias
Canales de adquisiciónPara segmentar creativamente a nichos regulados o propensos a baneos en Meta Ads, se deben sustituir términos que activan penalizaciones automáticas del algoritmo (como 'gun owners') por formulaciones equivalentes y permitidas (como 'firearm owners') que mantengan la llamada de atención al avatar.
images to firearm owners and you can say calling all firearm owners as soon as you say gun owners you are going to get dinged Meta Meta says no way no way sorry try something else uh reliable for
Escúchalo en el minuto 46:36
Limitación de los anuncios estáticos directos de «compra mi producto»
Mensaje y copywritingLos anuncios estáticos que únicamente muestran el producto e invitan a comprar solo captan al 1-2% del mercado que ya está listo para comprar; para llegar al resto de la audiencia es indispensable usar video, apelar al avatar y explicar la diferenciación.
let's do more video content they had just done static image ads just showing the product like here's the product kind of thing and this is classic I'm sure you see it all the time it's like e-commerce company here's my product buy it that's not really a reason unless maybe I know of your brand and I'm in the buying mode or I'm in that 1 to two% who's ready to buy now you only get a tiny percentage of the Market if it's like here's my product go buy it type of creative you have to show the difference you have to talk to the Avatar you have to understand what it is that they want
Escúchalo en el minuto 24:01
Canales de adquisiciónContrastar los datos de Meta Ads con herramientas externas de atribución permite identificar desvíos del algoritmo hacia segmentos demográficos ineficientes (como rangos de edad no compradores) y excluirlos manualmente de la segmentación para concentrar el presupuesto publicitario.
so simple it's like just cut off the 65 plus people and you're targeting so year we just cut that traffic out what you did here was you leverage data that's within meta and you leverage data within an outside party Wicked reports to identify huge opportunities where meta's AI was wrong right and you found the lever that made the biggest impact and that impact is a million a quarter
Escúchalo en el minuto 18:03
Concentrar la pauta en el producto superventas con mayor margen
Oferta y precioEnfocar el presupuesto publicitario en el producto más vendido y con mayor margen de beneficio, recortando segmentos demográficos que no convierten, permite aumentar las ventas de forma rentable incluso si se reduce el presupuesto global.
a super simple one like look in your data it's right there figure out who your buyers are and if there is a demographic that's dragging you down stuff so we went back to pushing this particular case and you can see here we immediately as soon as we made that the centerpiece of their ads and of all marketing um even though we had reduced their budget to a certain degree we immed immediately realized uh a a 9% gain in their bestselling product remember this is their bestselling product with their best profit margin so we were focused on the bestselling
Escúchalo en el minuto 20:20
Concentrar la adquisición en un producto de entrada de alto margen
Oferta y precioEn sectores donde el cliente adquiere el producto principal una sola vez y la recompra es baja, conviene concentrar la adquisición en un «producto de entrada» (gateway product) que tenga el mayor margen de beneficio, maximizando la rentabilidad inmediata de cada nuevo comprador.
you're not servicing them this is an industry where you kind of buy the product once and you might buy customers new profit and better profitability because they're buying that product that has the greatest margins and people don't need two four right yeah I me we found like the Gateway product for them was that case 801 like that was the thing that that really sort of drove a lot of the Topline metrics and yeah not quite as
Escúchalo en el minuto 25:44
Capturar eventos en el 'edge' para evitar la pérdida de datos por bloqueadores y privacidad del navegador
Medición y experimentosPara mitigar la degradación de cookies, las restricciones de iOS (ATT) y los bloqueadores de anuncios a nivel de navegador, se debe capturar la data en el 'edge' (servidor/antes de renderizar en el cliente) y reinyectarla al almacén de datos y plataformas de anuncios, mejorando las puntuaciones de coincidencia (EMQ) y las decisiones de pauta.
problem is is that the data that they're bringing into those third-party attribution softwares are being blocked by browsers by being by popup blockers by Cookie degradation by ATT prompts all happened with iOS and that all happens on the browser level if you can capture your data what we call the edge or use degradation but if you can capture their information in the parking lot before they actually enter the store that's the edge and so this Edge tag technology and to what this actually is allows us to then feed that back into our data warehouse and then that is then fed into better…
Escúchalo en el minuto 35:25
Oferta y precioEn lugar de apresurarse a diversificar la línea de productos ante una desaceleración de ventas, conviene redoblar la apuesta en el producto principal y más rentable (hero product), ajustando el mensaje publicitario y aprovechando las economías de escala que reducen el coste de los bienes vendidos (COGS).
they said they wanted to diversify their product so they Diversified their second here but it's ALS also one of their top three most profitable products is one of their most profitable products the more they actually manufactured margin their gross profitability their cost of good sold came down obviously direction saying oh we should diversify as opposed to Let's double down on what really works and what we know the public wants we just have to dial in the with that to a degree I say put all your eggs in one basket one at a time and watch it as closely as you possibly can um especially if…
Escúchalo en el minuto 15:41
Reducción de casi el 90% en tráfico no atribuido mediante captura de datos en el edge
Medición y experimentosAl implementar tecnología de captura de datos en el edge (antes del navegador), una empresa logró reducir los visitantes no identificados de 114.000 a 14.000, recuperando la atribución precisa de casi el 90% del tráfico que antes quedaba sin origen conocido.
unattributed like upwards of 90% there's a case another case study will show here in the show that we 10x like decline like hundreds of thousands 114,000 visitors were unfound did nobody knew where they were attributed to and we found like when we installed data Suite that number was reduced down to 14,000 that's a 10x decrease sorry in that that decrease so you went from So You identified 90% of that traffic and were able to attribute it to the
Escúchalo en el minuto 36:58
Medición y experimentosLa iteración y optimización de anuncios de vídeo (específicamente Reels) enfocados en dolores específicos del avatar redujo el costo por adquisición (CAC) de 121 $ a 55 $ de un mes a otro, manteniendo un ROAS sólido dentro de la plataforma.
especially reel month over month this is really recent data this is from August into uh into September we got our our uh cost per purchase which is our CAC uh from 121 down to 55 and then we're able to maintain that in that range with a really good like inapp Ras as you can see here so you can
Escúchalo en el minuto 43:05
Efecto halo de la prospección en Meta sobre canales de búsqueda y captura
Canales de adquisiciónEscalar inversión y visibilidad en la parte alta del embudo con anuncios en Meta produce un levantamiento indirecto en canales de captura de demanda: los usuarios impactados recurren a Google, YouTube y Microsoft para buscar la marca, elevando el rendimiento global de las demás plataformas publicitarias.
huge impact on some of the other Facebook but then how is our scaling of ads on meta going to affect some of the other channels we immediately started to see a lift and there's a screenshot here of how it impacted their their Microsoft uh ads uh how it impacted their YouTube ads how it Google ads everything the whole like Rising tide is Raising All Ships because you're going top of funnel people are then Googling they're youtubing they're maybe this is
Escúchalo en el minuto 44:30
Incremento del 40% al personalizar el mensaje hacia un avatar específico
Mensaje y copywritingAdaptar el mensaje y las creatividades hacia un único avatar específico de cliente permitió obtener un incremento (*lift*) del 40% en el rendimiento publicitario.
upside from here like we've just tapped into one Avatar and got them a 40% lift just imagine what we can do is we take individual cases and then talk to those specific avatars for other specific
Escúchalo en el minuto 50:25
Medición y experimentosLa implementación de anuncios creativos simples basados en interpelar explícitamente al avatar objetivo ('dog whistle') permitió escalar las ventas de una marca de productos especializados de 4 millones a más de 6 millones de dólares.
study here is that the creative was so simple it was literally like dog whistle calling out your avatar they just hadn't love about this is that uh we took this company from uh just about 4 million in sales a little bit more to well over six million so not a huge organization but
Escúchalo en el minuto 7:04
Incremento de 50.000 $ en gasto publicitario con aumento del eCAC de 68 $ a 109 $
Medición y experimentosAl escalar el presupuesto publicitario en 50.000 $ sin solucionar las ineficiencias de segmentación y mezcla de producto, el costo de adquisición de clientes nuevos (eCAC) aumentó alrededor de un 30 %, pasando de 68 $ en enero a 109 $, coincidiendo además con una caída del 55 % en la tasa de clientes recurrentes.
to a certain degree the returning customer rate was way down by 55% and biggest things is that their enac their new customer acquisition cost one of the wrong direction so increasing over time as you can see from 68 in January all the way up to 109 so they were having these numbers are saying they increased their ad spend $50,000 and their enac went up like 30%
Escúchalo en el minuto 10:19
Crecimiento del 40% interanual en canal D2C tras optimizar creativos y tráfico
Medición y experimentosLa optimización del enfoque creativo y la adquisición de tráfico en Meta para el canal directo al consumidor (D2C) impulsó un crecimiento del negocio del 40% año tras año (YoY).
traffic on the D Seaside the business is growing 40% year over-year
Escúchalo en el minuto 50:03
Medición y experimentosEn el caso analizado, se estableció un coste efectivo de adquisición de nuevos clientes (eNCAC) de 115 dólares en Facebook como la cifra de referencia ('benchmark') que define un mes de rendimiento óptimo.
enac in this particular case um and a good month of enac for for Facebook specifically is $115 enac so we would Benchmark that because we knew we
Escúchalo en el minuto 32:56
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