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How to Scale Your Meta Ads Using Google Performance Max | Perpetual Traffic EP 519
30 ideas de marketing sacadas de «How to Scale Your Meta Ads Using Google Performance Max | Perpetual Traffic EP 519», de Perpetual Traffic. Sobre todo de…
- 30 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 53 min
- Publicada en 2023
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Canales de adquisiciónMonitorea qué artículos de blog o contenidos de consideración absorben presupuesto y generan conversiones mediante la expansión de URL final en Google Performance Max; cuando detectes un post que resuelve un dolor clave del cliente, utilízalo como destino en campañas de conversión directa en Meta y otras redes sociales.
Google account and seeing like what is working inside the Google account and able to take that learning and bring that over on the meta side and then because it's a blog post that we utilized that we we noticed in our final URL expansion campaigns for our Google team was sucking up a lot of the spend were using for our Google performance Max ads in this one keyword phrase this one blog post which was very specific to a problem that found is that we were getting conversions through our Google performance Max ads we said well hey you running traffic to it as a website conversion campaigns so we…
Escúchalo en el minuto 17:19
Expandir en profundidad los artículos breves que demuestren alta tracción
Estrategia de contenidosCuando un contenido breve (como una lista de viñetas) empiece a recibir tráfico significativo de forma orgánica o pagada, amplíalo a una guía exhaustiva y profunda (por ejemplo, pasando de simples viñetas a miles de palabras) para consolidar las primeras posiciones en búsquedas competitivas.
and make sure it's robust enough because you are going to want to make sure that your content is robust enough to really example of this we had a Blog it was the top 20 reasons to choose Shopify and it was just 20 bullet points you know one they were really really quick and short that ended up being one of our most soon as I saw that we went and turned 20 bullet points into you know 8 000 words just the words why Shopify I'm pretty sure my blog is number one
Escúchalo en el minuto 24:04
Evaluar la inversión publicitaria de forma holística y no en silos de canal
Medición y experimentosNo se debe juzgar el rendimiento de los canales publicitarios (como Meta y Google) de forma aislada basándose únicamente en el ROAS atribuido a cada uno. Ambas plataformas interactúan de forma complementaria: un canal puede generar la demanda y el otro capturarla, por lo que las decisiones de presupuesto deben tomarse con una visión panorámica del negocio.
think this is what Advanced marketers really need to do now is look at everything not in silos oh you know what is Google getting what is meta getting oh meta is getting you know a 2.3 row ass and Google is getting a seven row ass well spend more money on Google right like you guys know as a Google ads agency that's not necessarily the case it might be spend more on Facebook because the two are actually interplaying against Tisha or alongside each other in order to scale and grow the business so what you really need to be able to do is look at everything from a 30 000 foot view sometimes this…
Escúchalo en el minuto 35:12
Canales de adquisiciónAprovecha la función de expansión de URL final en campañas de Performance Max para identificar qué artículos de blog o contenidos informativos generan conversiones de compra, y reutiliza esas temáticas ganadoras en anuncios de Meta (Facebook/Instagram) o vídeos de YouTube.
final URL expansion is inside of performance Max Google actually chooses what page on your website to send them and so performance Max leans into that Rich website enabling final URL will start to show you what content on your site moves the needle from a performance Max URL expansion destinations and push them into Facebook world dude it's like oh Google just gave me a thumbs up on this content I should go pimp this same content out on content signals like this to create more this is the type of flag that lets me know oh I should dive deeper here
Escúchalo en el minuto 21:18
Las señales del fondo del embudo deben dirigir la estrategia creativa y de compra de medios
Medición y experimentosEl análisis de datos post-clic y herramientas de atribución permiten rastrear qué páginas o artículos específicos derivan finalmente en ventas, datos que deben utilizarse para orientar directamente la compra de medios y los ángulos creativos en la parte alta del embudo.
the signals for front of funnel are oftentimes embedded in the back of the funnel the signals that you pay attention to our nga4 now that you can then translate back to especially if track back like what URL what blog ultimately led to a sale all the way colors and it it almost leads strategy on the media buying side and on the creative side
Escúchalo en el minuto 26:54
Oferta y precioSi liberas todo tu conocimiento técnico de forma gratuita en tu contenido público, vender un curso informativo suele decepcionar a los compradores porque sienten que solo pagan por organización. En su lugar, el formato de monetización ideal es una membresía o comunidad enfocada en resolución de problemas y soporte en vivo.
we'd given so much for free that when we did try to charge the bar was set so because people assumed that they're like oh my God like they're they're and then it was it was sort of more the same I was like all right so I'm just paying you to organize it better launching a membership even agency owners and we're charging a small monthly fee just to put them all in a room and then once a week we hop on and we help like help them like work through problems and issues so it's not info it's community and I think that's the closest you can get if you're giving away all the secret
Escúchalo en el minuto 45:50
Medición y experimentosPausar la inversión publicitaria en contenido educativo de atracción (top of funnel) no genera una caída inmediata en los leads, sino que se manifiesta entre 3 y 4 meses después, revelando que el proceso real de decisión y compra de los clientes es significativamente más largo de lo previsto.
is because we're spending a ton of money driving traffic to top of the funnel content and we took that money and we paused those campaigns and we used it and it took months Ralph it was like three or four months but all of a sudden I see this kind of just this this decline in the number of leads we usually get it let me know how long it takes for the money I spent at the top of the funnel to really show an impact in my business and it's months it's months everybody should know what their real path to purchase looks like and and my bullish opinion is it's always longer than you
Escúchalo en el minuto 42:22
Ciclo de retroalimentación entre validación orgánica y amplificación pagada
Estrategia de contenidosPublicar versiones iniciales de contenido orgánico para comprobar qué temas generan interés y tracción en los motores de búsqueda; tras identificar los contenidos ganadores, robustecerlos y utilizarlos como activos de tráfico frío en la parte alta del embudo publicitario.
can use content as a quick litmus test for what other content you need to build and then feed the machine uh you know it's kind of a it's kind of a flywheel in that way you start with a little bit of content wait for Google to tell you what content's working and then beef that content up and then and then put it top of funnel the way that you guys are doing instead
Escúchalo en el minuto 25:18
Triangulación de atribución publicitaria en tres niveles de datos
Medición y experimentosPara tomar decisiones fiables de compra de medios, se debe triangular la información entre tres fuentes: la fuente de verdad del negocio (CRM o plataforma de ventas), una herramienta especializada de atribución y analítica web general (como GA4).
do need to triangulate you have the mo your source of Truth which is like your CRM your Shopify store you have a third-party tracking tool and then we have ga4 so we sort of triangulate the three together to formulate what decisions we make data-driven decisions we make in the media buying side
Escúchalo en el minuto 33:36
Canales de adquisiciónLas campañas de Performance Max operadas por inteligencia artificial toman el control integral de la distribución: seleccionan qué anuncio mostrar, a qué usuario, en qué momento e incluso a qué URL o página de destino del sitio web enviar el tráfico, exigiendo una mayor supervisión estratégica e integración entre canales.
inside of Google's performance Max which is an AI driven marketing mechanism meaning Google's making all the decisions it's choosing what ad to put in front of what person at what time and and this is the part that's crazy Google actually chooses what page on your website to send them to this is Media buying in 2023 now custom it's not just have an offer throw it in a website conversion campaign and meta and Google will take care of the rest it's far more insight far more intelligence and that's
Escúchalo en el minuto 0:14
ConversiónConvertir contenidos educativos o artículos de blog validados en imanes de prospectos (lead magnets) y dirigirlos a audiencias frías con exclusión estricta de compradores y visitantes previos permite captar leads de alto valor que luego se monetizan vía email.
is that we started to do this with video view campaigns uh blog posts to level one which is basically cold traffic you know with exclusions it doesn't know audiences take out your exclusions your people who have visited your page or liked your page and visit your website your past purchasers your leads all that testing this with lead magnets as well you could actually turn this blog post into a lead magnet and create leads for you so which is precisely what we did that Revenue they make up for it with their paid products is through email
Escúchalo en el minuto 32:11
Marca y posicionamientoPara definir la verdadera visión o propuesta de valor de un negocio más allá de respuestas superficiales (como ganar dinero o vender más producto), se debe formular consecutivamente la pregunta «¿por qué?» entre 5 y 7 veces hasta llegar a la motivación emocional de fondo.
are you doing it it was after the fifth or sixth probably the sixth why do what I do so it took me six or seven whys to get to that because I was like man it's not really about making money there yet but it's just a matter of asking that question why and that's why that vision is what what that why is for your company you ask the question why five wise is the practice of asking why repeatedly whenever a problem is encountered in order to get beyond the obvious symptoms to describe the root mean for finding your purpose that's a great way to start
Escúchalo en el minuto 6:22
Marca y posicionamientoPara definir la verdadera visión o propuesta de valor de un negocio más allá de respuestas superficiales (como ganar dinero o vender más producto), se debe formular consecutivamente la pregunta «¿por qué?» entre 5 y 7 veces hasta llegar a la motivación emocional de fondo.
are you doing it it was after the fifth or sixth probably the sixth why do what I do so it took me six or seven whys to get to that because I was like man it's not really about making money there yet but it's just a matter of asking that question why and that's why that vision is what what that why is for your company you ask the question why five wise is the practice of asking why repeatedly whenever a problem is encountered in order to get beyond the obvious symptoms to describe the root mean for finding your purpose that's a great way to start
Escúchalo en el minuto 6:22
Limitarse a campañas de conversión directa encarece los CPMs y frena la escalabilidad
Canales de adquisiciónEnfocar el presupuesto exclusivamente en campañas con objetivo de conversión restringe la pauta al público con intención inmediata de compra, forzando la competencia directa contra otros rivales del sector y disparando los CPMs a rangos de 50 a 60 dólares.
expand Their audience and when you just focus on conversion campaigns you are only getting the people that have Market basically right now and that limits your scale you're fighting against everybody else these guys have four or five or six big competitors out there for their website conversion campaigns they're fighting they're battling that's why the cpms are 50 60 cpms
Escúchalo en el minuto 29:21
Regalar conocimiento profundo y transparente construye un capital de marca que supera las deficiencias de producción
Marca y posicionamientoEnseñar abiertamente y con gran nivel de detalle todo el conocimiento técnico del negocio de forma sostenida en el tiempo genera una enorme lealtad y defensores espontáneos de marca en la comunidad, haciendo irrelevantes los defectos en el valor de producción audiovisual.
took everything that you do and you explained it simply and in great detail and gave it away to everybody on the internet for years and then hope someday somebody came and bought from you insane because the Google ads agency space is so saturated yeah it was you know it was something of a Hail Mary but man did it work I was I was on Twitter somebody else who I do not know came in and ripped that person's head off on comment and he was like are you effing kidding me these guys give away like insane amounts of value absolutely free what do you expect here's what I what I'm getting at though is…
Escúchalo en el minuto 38:58
Estrategia de contenidosInvertir presupuesto publicitario en enseñar a fondo cómo resolver un problema técnico construye autoridad y confianza; con el tiempo, los prospectos que consumen ese contenido exhaustivo descubren la complejidad del proceso y prefieren contratar a la agencia antes que hacerlo ellos mismos.
the Dirty Little Secret that we always say with our agencies is that like it's really it's content marketing is that the real thing that we do and then we just put ads be you know put advertising dollars behind the content pretty simple because I put as much high quality content out there build the audience build the community build the credibility and then eventually they these guys have earned my trust they seem to know what they're doing I'm going to take that next step and spend 30 minutes talking to their sales they go super deep before they realize you know I don't want to do this…
Escúchalo en el minuto 40:49
Estrategia de contenidosInvertir presupuesto publicitario en enseñar a fondo cómo resolver un problema técnico construye autoridad y confianza; con el tiempo, los prospectos que consumen ese contenido exhaustivo descubren la complejidad del proceso y prefieren contratar a la agencia antes que hacerlo ellos mismos.
the Dirty Little Secret that we always say with our agencies is that like it's really it's content marketing is that the real thing that we do and then we just put ads be you know put advertising dollars behind the content pretty simple because I put as much high quality content out there build the audience build the community build the credibility and then eventually they these guys have earned my trust they seem to know what they're doing I'm going to take that next step and spend 30 minutes talking to their sales they go super deep before they realize you know I don't want to do this…
Escúchalo en el minuto 40:49
El fondo del embudo tiende a comoditizarse; la ventaja competitiva reside en el tope del embudo
Canales de adquisiciónLa captación en el fondo del embudo publicitario se convierte en una subasta matemática predecible que se comoditiza con el tiempo. La verdadera diferenciación y el tráfico de bajo costo se encuentran en el tope del embudo (TOFU), donde la creatividad, la educación y la construcción de conciencia de marca generan ventajas difíciles de replicar.
think that the sophistication and the paid media space was always going to commoditize the bottom of the funnel on a long enough timeline because it's just easy math of the users uh the top of the funnel is where commoditization I don't want to say can't take place because it can get narrowed a little bit as more people engage but it's where creativity rains thing about awareness building is um God is that traffic cheap you know non-conversion campaigns super cheap and if you do the hard work to
Escúchalo en el minuto 37:01
Limitarse a keywords de alta intención y conversión directa frena el escalado
Canales de adquisiciónLas empresas suelen estancarse al intentar escalar cuando compiten exclusivamente en el 'océano rojo' de palabras clave de alta intención y páginas de venta directa; para superar ese techo es necesario ampliar hacia contenidos de consideración y captación en fases más tempranas del embudo.
businesses that have sort of reached a level of scale and have not been able to sort of get out of that website conversion you know red ocean yet just being really frustrated that their current agency can't get them to that next step of scale you know 25 getting to that next step sometimes is a challenge if you're fighting in the website conversion in the high intent based keywords red ocean and what we shortchanging yourself in an era where advertising costs especially in the conversion side and looking into the very competitive now is the time to start implementing this strategy and
Escúchalo en el minuto 15:04
Modelo de negocio híbrido de reclutamiento y capacitación frente a la agencia tradicional
Oferta y precioUna alternativa escalable al modelo de agencia 'Done For You' es ofrecer un servicio híbrido: capacitar al cliente, seleccionar y entrenar al especialista interno que ejecutará el trabajo y supervisarlo; esto permite cobrar tarifas de agencia reduciendo el riesgo de responsabilidad directa sobre los resultados operativos.
oh here it's a ton back yeah yeah but he just he just teaches people how to do it and then helps them hire the resource that'll do it and then trains that resource but it's nice because he gets paid when an agency gets paid with no accountability Cole's sales team like he's not doing done for you sales he's doing training that gets as close to done for you as you can get by hiring your sales guy training your sales guy helping you manage your sales guy but at the end of the day it's still on you yeah still on you yeah uh it's the paid consultant coaching model really it's a beautiful
Escúchalo en el minuto 48:31
Estrategia y decisiones de negocioAunque la mayoría de los fundadores tienen un propósito o visión clara que guía sus decisiones, el error común es no formalizarla por escrito ni comunicarla al equipo, dejando a los colaboradores sin claridad sobre el objetivo hacia el que están remando.
right most businesses don't have something written down but I think if you talk to a Founder long enough most businesses do or most Founders do and just don't realize yeah that they haven't formalized it it's because if if they've been functioning with a strong Vision the entire time now very often they haven't shared it with anybody which is catastrophic error right because now your employees don't know they're climbing a ladder that's propped up against this very specific wall and you have to go you have to go uh proliferate that information
Escúchalo en el minuto 2:55
Estrategia y decisiones de negocioAunque la mayoría de los fundadores tienen un propósito o visión clara que guía sus decisiones, el error común es no formalizarla por escrito ni comunicarla al equipo, dejando a los colaboradores sin claridad sobre el objetivo hacia el que están remando.
right most businesses don't have something written down but I think if you talk to a Founder long enough most businesses do or most Founders do and just don't realize yeah that they haven't formalized it it's because if if they've been functioning with a strong Vision the entire time now very often they haven't shared it with anybody which is catastrophic error right because now your employees don't know they're climbing a ladder that's propped up against this very specific wall and you have to go you have to go uh proliferate that information
Escúchalo en el minuto 2:55
Modelo ACC para escalar pauta publicitaria mediante embudo completo
Canales de adquisiciónPara escalar la inversión publicitaria en plataformas como Meta o Google, es fundamental adoptar una estrategia de embudo completo (modelo ACC: Awareness, Consideration, Conversion), invirtiendo hacia la parte alta del embudo en lugar de centrarse únicamente en la conversión directa.
now referring to is the ACC model which is awareness consideration conversion going up funnel also involves Google talked about sort of full funnel awareness uh and how we're now seeing that as a way in which to scale
Escúchalo en el minuto 13:35
Canales de adquisiciónEstar editando y ajustando campañas de forma continua en el administrador de anuncios suele empeorar los resultados; dejar espacio para que los algoritmos trabajen sin intervención constante mejora el rendimiento de pauta.
signals on other platforms give your team a day to look for them you know your campaigns aren't going to blow up if you're not an ads manager 24 7. if anything they might actually do better because you're not touching stuff in
Escúchalo en el minuto 49:52
Canales de adquisiciónEstar editando y ajustando campañas de forma continua en el administrador de anuncios suele empeorar los resultados; dejar espacio para que los algoritmos trabajen sin intervención constante mejora el rendimiento de pauta.
signals on other platforms give your team a day to look for them you know your campaigns aren't going to blow up if you're not an ads manager 24 7. if anything they might actually do better because you're not touching stuff in
Escúchalo en el minuto 49:52
Definir un propósito superior ("el porqué") alinea al equipo y desbloquea el crecimiento
Estrategia y decisiones de negocioTener un propósito claro y comunicarlo de forma consistente facilita la atracción y selección de talento alineado y genera un efecto volante (flywheel) que permite reactivar y sostener el crecimiento de la empresa.
important because as soon as you do that as a business people start to Rally around it and I think it's it's an important part of how to zero in on it and we focus on this so much we focus in on the match between what they're looking for and what we offer and it always comes back to the why why is tier 11 doing what your business you should have a higher purpose and rally around that like when tied into this because he's like nothing in a whole business Works unless you actually have your why because all the flywheel effect and that's when you really start to gain momentum and I and got clear…
Escúchalo en el minuto 10:48
Multiplicación de artículos de blog promocionados elevó el ROAS de 0.39 a 1.31
Medición y experimentosAl diversificar y probar distintos artículos de blog aumentando la inversión de 2.200 a 3.600 dólares al mes, el ROAS directo de la campaña inicial pasó de 0.39 a 1.31.
um by testing more blogs we increase spend uh pretty significantly from about twenty two hundred dollars a month to thirty six hundred dollars a month and our row ass went from a 0.39 on that initial test now we're getting a 1.31 because we're starting to test different
Escúchalo en el minuto 31:12
ROAS directo en campaña de tráfico en Meta hacia contenido educativo
Canales de adquisiciónUna prueba de 2.000 dólares en Meta Ads configurada como campaña de tráfico general (sin objetivo de conversión directa) hacia una pieza de contenido validada obtuvo un ROAS de 0,39.
on meta and direct another test where we spent two thousand dollars a larger test not even conversion campaign just like a high level just traffic campaign and write to that piece of content and we got a 0.39 Ross which oh a lot of that's nuts that's fantastic on a non-conversion campaign
Escúchalo en el minuto 28:38
Monitorear señales orgánicas y transversales para escalar campañas publicitarias
Canales de adquisiciónLos compradores de medios suelen enfocarse exclusivamente en la operativa directa de compra sin prestar atención a las señales de interacción en contenidos orgánicos (redes sociales, canal de YouTube o sitio web), las cuales permiten identificar oportunidades de escala, diferenciación y captación sin costo publicitario adicional.
team is look for those higher level signals that will allow us to scale in a different way and differentiate ourselves from the rest of the market but I guarantee you there's signals embedded in your campaigns if you're running Facebook Google no matter where website maybe even on your the content that you post on your Facebook page I it's like where you can look at the content and gauge how many people have interacted with your content that you've YouTube channel the same thing these are just signals but you need to be aware of them and I do find that sometimes media buyers people that are…
Escúchalo en el minuto 50:14
ROAS inicial en prueba de tráfico con contenido
Medición y experimentosUna inversión inicial de 400 a 500 dólares en una prueba cruzada generó un retorno inmediato sobre la inversión publicitaria (ROAS) de 1.24x.
four or five hundred bucks and we got a 1.24 X return on ad spend immediately so
Escúchalo en el minuto 20:08
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