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How to Use Meta’s New & Improved Lead Ads with Lauren Petrullo | Perpetual Traffic EP 544
21 ideas de marketing sacadas de «How to Use Meta’s New & Improved Lead Ads with Lauren Petrullo | Perpetual Traffic EP 544», de Perpetual Traffic. Sobre…
- 21 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 52 min
- Publicada en 2023
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Usar la pregunta «¿Quieres ir más rápido?» en pantallas de agradecimiento para incentivar la siguiente acción
Mensaje y copywritingIncluir el encabezado o gancho «¿Quieres ir más rápido?» («Want to go faster?») en la página de agradecimiento tras captar un lead supera sistemáticamente a otras variantes para lograr que el usuario avance de inmediato al siguiente paso (agendar llamada, comprar una oferta inicial o completar un onboarding).
segue perfectly. We have tested the quite literally hundreds of variations and manifestations of thank you pages to get people to continue in the funnel. Mhm. So, you fill out a form on a page, you land on a thank you page. How do I get you to keep going? Mhm. And done this with my clients. The the phrase or the words that work the best, and there wasn't a close second, is want to go faster. Mhm. Want to go faster. That was the thing that really spawned like, "Yeah, actually I do. I want to go faster." So, was across industries. It worked for a bunch of our different clients. You put on the…
Escúchalo en el minuto 47:54
Retroalimentación del algoritmo de Meta mediante la calificación de prospectos en el Lead Center nativo
Canales de adquisiciónCalificar a los prospectos directamente en el Lead Center nativo de Meta permite devolver datos first-party de calidad al algoritmo de anuncios, lo que ayuda a optimizar automáticamente la entrega y el rendimiento de las campañas de captación.
inside your ads manager, but there's this lead center which I was showing you profoundly better as a lead generation solution for 2024 than most other that follow-up. It's just we're using the CRM within Facebook to intrinsically qualify our leads to send that first-party data directly back into our ad so that we can continuously improve the performance of our lead generation
Escúchalo en el minuto 22:52
Uso de formularios nativos de Meta como embudos de cualificación interactivos
ConversiónImplementar formularios instantáneos en Meta Ads estructurados como mini cuestionarios permite recopilar datos específicos de cualificación sin sacar al usuario de la aplicación. Aunque añadir más campos reduce la tasa de conversión por mayor fricción, la ausencia de tiempos de carga externos mantiene costos por lead sustancialmente más bajos que una landing page tradicional y entrega prospectos de mayor calidad al…
Well, the other thing is is it becomes sort of a a mini quiz funnel. can I mean, the more field forms that you put in there, more form fields, potentially the lower potential conversion rates, but the higher the quality. Really. So, you have to strike all that extra information that a call center or appointment setter has where they're not leaving app, they're not abandoning because the page is too slow, Everything is within the Meta ecosystem.
Escúchalo en el minuto 40:57
Segmentación y rutas personalizadas con lógica condicional en formularios nativos de Meta
ConversiónConfigurar pantallas finales diferenciadas en los formularios nativos de Meta Ads mediante lógica condicional permite adaptar la oferta post-registro al nivel de cualificación del usuario (por ejemplo, ofrecer un recurso de bajo costo a principiantes o derivar a una llamada/acceso VIP a leads más avanzados).
have this end page. So that final one where you can have multiple different end pages based off of conditional questions to provide some of the most relevant user experience based off of what they provided. So, if Kasim had they said that they've never run Google Ads before, maybe he's not selling them a VIP, but he's selling them like, "Hey, here's a $7 like mini uh worksheet that will help And if you're new to it, here's your cheat sheet so you can follow along." And then if they say they're managing over a certain amount, you can send them to the VIP section because they're more qualified…
Escúchalo en el minuto 36:21
Estrategia y decisiones de negocioPara evitar que la exploración constante de nuevas herramientas de IA distraiga al equipo de sus tareas principales, se debe asignar un presupuesto estricto de tiempo y gasto (considerado I+D): si una herramienta sugerida no se empieza a probar dentro de los primeros 10 minutos pasa al fondo de la lista, con un periodo máximo de evaluación de 7 días y un cupo restringido de miembros del equipo autorizados a…
Um if you're evaluating AI tools, you want to put a budget of time and a budget of spend to not invest more than is necessary for a tool that's going to distract you from the actual stuff you're supposed to be doing. So, if you're evaluating a tool, you need to make sure you put For me, our rule is if you're not going to start working on it within 10 minutes of learning about it, then it gets shuffled to the bottom of the pile. And then we put together a maximum of 7 days and then a maximum allowance for additional team members that can evaluate a tool before we'll bring it to a further…
Escúchalo en el minuto 13:16
Canales de adquisiciónA diferencia de los anuncios estándar en Meta donde es posible reutilizar el mismo Post ID entre campañas frías y de retargeting para acumular prueba social (comentarios, me gusta y compartidos), los anuncios vinculados a formularios instantáneos funcionan como entidades únicas y no permiten transferir ni centralizar dicha interacción.
ID. Post ID. So, when you launch an ad, you can use that same ad in other campaigns so that using one ad, you want that same post ID to be the same ad, so all social proof rolls up. Got it. You can't do that with forms because it's connected to a form, so it's a unique ad in and of itself, unique entity.
Escúchalo en el minuto 40:13
Conexión instantánea de formularios de Meta con el CRM para optimizar la velocidad de contacto
ConversiónPara maximizar la conversión en industrias sensibles al tiempo de respuesta (speed to lead), los formularios de clientes potenciales de Meta deben integrarse de forma directa o mediante webhooks (Zapier/Make) para transferir los datos al CRM al instante.
there's definitely direct integrations for a lot of the big CRM providers and then of course you can use make or Zapier or any other webhook to put it into whatever CRM that doesn't have that can I get it to my CRM right away cuz speed of lead is so important for so many industries? And you're I I always put the caveat of 15 minutes because if you're using the direct integration, yes, but you're dependent on like the hooks, the web hooks that are connected to it, but we have not seen any
Escúchalo en el minuto 22:34
ConversiónNunca se debe almacenar la información de los prospectos únicamente en el CRM nativo de Meta; es imprescindible sincronizar los datos en tiempo real mediante webhooks hacia un CRM independiente o una hoja de cálculo para protegerse ante eventuales bloqueos de cuenta.
in the contact card and if you use a webhook like Make or Zapier or you have the direct integration, you have that same these questions live in custom fields in your CRM. Mhm. Both in Meta and another one if you're using additional CRMs or Google Sheets or in Meta, but you have to make sure you keep it somewhere else. Because what happens if you go into Meta jail or your page gets banned or everything like that, you put everything in one basket. You just I really recommend that you have a second CRM or even a Google Sheet of all this information. 100% Can we
Escúchalo en el minuto 31:31
ConversiónAprovechar las preguntas personalizadas y la lógica condicional en los formularios de captación de anuncios para recolectar atributos clave del usuario (como tipo de piel o necesidades específicas), permitiendo enviar secuencias de email marketing con contenido dinámico adaptado a su perfil desde el primer contacto.
straight into the questions. And here what's great about the questions and that's totally new is this conditional logic. And where we use that for the use case for Asian Beauty Essentials, we capture email subscribers and we ask them what's their skin type because the emails that they get, we have a dynamic content section. So that newsletter email that's about cucumber has specific content related to their skin type. So it feels like a personalized newsletter versus just here's information about
Escúchalo en el minuto 29:34
ConversiónAprovechar las preguntas personalizadas y la lógica condicional en los formularios de captación de anuncios para recolectar atributos clave del usuario (como tipo de piel o necesidades específicas), permitiendo enviar secuencias de email marketing con contenido dinámico adaptado a su perfil desde el primer contacto.
straight into the questions. And here what's great about the questions and that's totally new is this conditional logic. And where we use that for the use case for Asian Beauty Essentials, we capture email subscribers and we ask them what's their skin type because the emails that they get, we have a dynamic content section. So that newsletter email that's about cucumber has specific content related to their skin type. So it feels like a personalized newsletter versus just here's information about
Escúchalo en el minuto 29:34
Uso de formularios nativos de Meta para eludir restricciones de atribución y fricción técnica
Canales de adquisiciónCaptar clientes potenciales mediante formularios instantáneos nativos dentro de Meta evita la pérdida de datos por restricciones de seguimiento externas (como iOS 14) y elimina la necesidad de crear, adaptar y mantener páginas de aterrizaje externas.
information that where I love these is you don't have to wait for a landing page to be built, you don't have to worry if it's mobile responsive or not, you don't have to worry if the website goes down. Everything lives within the meta ecosystem and you can build it Not to mention your tracking is perfect cuz it's all in app. not a lawyer, but in theory it's to stop everything outside of the platform, which is why Meta invested so heavily in keeping it in so in app it really is 100% picture perfect, no attribution issue takes you away from being dependent on pixel updates or like if pixels go…
Escúchalo en el minuto 30:13
Evaluar herramientas por el problema que resuelven y no por su novedad tecnológica
Estrategia y decisiones de negocioPara evitar el síndrome del objeto brillante al adoptar tecnología o aplicaciones, se debe evaluar si existe una necesidad real del resultado final (el agujero) en lugar de adquirir la herramienta solo porque es novedosa o atractiva (el taladro).
if you're selling the drill, you're going to get usurped. If you're selling the hole, then you're going to be fine. So, when you're looking at tools, just because there's a new shiny drill, doesn't mean Do you need that hole? Like do you need the end result of whatever it is? And then that tool is awesome, but is there a hole here that you've actually needed, will need, can for? And if the answer is no, pass. Cuz shiny object syndrome. I mean, I think out what's the problem that this solves
Escúchalo en el minuto 15:06
ConversiónLos formularios nativos precompletados en redes sociales tienden a generar alto volumen pero baja calidad debido a que el usuario envía sus datos sin esfuerzo ni retención del mensaje, mientras que las páginas de aterrizaje filtran mejor al prospecto al exigir mayor intención y ofrecer contexto de la oferta.
bad quality leads. It's high volume and bad quality. Because your email that you signed up for Meta or Facebook or Instagram, whatever it was, way back when, is probably not the email that you're using Yeah, people who didn't remember signing up for something cuz it was so quick and already had your pre-filled form fields, so you only had to click yes or submit. And then you'd make a call like, "Oh, I don't remember filling out this form on Facebook. What?" And so there was a disconnect between what the offer was and why you got the information. So a landing page lead form would win out in…
Escúchalo en el minuto 18:55
Aprovechamiento de la pantalla de confirmación en Meta Lead Ads para avanzar en el embudo
ConversiónUtilizar los botones de acción personalizables en la pantalla final de un formulario nativo de Meta permite incentivar pasos inmediatos de alto valor tras la captación (como agendar una llamada en calendario, realizar una llamada directa o descargar el recurso) sin perder el impulso del usuario.
And you couldn't edit what your options were. You only could do website. But here, look, you can call the business. You can view the file and upload an asset, or you can go straight to the browsing in, or you can do this as an outbound link and continue to go deeper into the next step. So, that could be a calendar appointment or that can be next pieces you have in your lead acquisition funnel.
Escúchalo en el minuto 38:03
Enfoca la propuesta y la adopción de herramientas en el resultado final y no en el medio
Oferta y precioAl diseñar una oferta o evaluar nuevas herramientas, el foco debe ser el resultado final que satisface una necesidad real (el 'agujero') y no la funcionalidad o tecnología de moda (el 'taladro'); quien vende solo el instrumento queda expuesto a ser sustituido rápidamente.
Go for the hole not the drill. If you're selling the drill, you're going to get usurped. If you're selling the hole, then you're going to be fine. So, when you're looking at tools, just because there's a new shiny drill, doesn't mean Like, do you need the end result of whatever it is? And then that tool is it's awesome, but is there a hole here that you've actually needed, will need, can find yourself needing, create a need for?" And if the answer is no, pass. Cuz otherwise, there's way too many drills.
Escúchalo en el minuto 0:00
La velocidad de carga como factor determinante individual en la optimización de conversiones
ConversiónLa velocidad del sitio web o formulario es uno de los mayores cuellos de botella en CRO; recortar el tiempo de carga incluso por fracciones de segundo produce mejoras medibles en la tasa de conversión.
Site speed is, I think, the single biggest problem from a CRO perspective, period, full stop. And nobody talks about it or adjusts it, but when you improve site speed even by, you know, a fraction of a second, it improves conversion. And this, of course,
Escúchalo en el minuto 46:07
Segmentación del destino final mediante lógica condicional en formularios nativos
ConversiónAplicar lógica condicional en las preguntas de los formularios de Meta permite segmentar a los prospectos y enviarlos a pantallas finales específicas adaptadas a su respuesta, como llamadas click-to-dial, descargas directas de recursos o enlaces web rastreables.
So, um we're using conditional logic. very specific packages. And so, when we ask which event are you most interested in, the conditional logic if we ask a You have them to create a new question or you can have it go to submit a lead form, which gives you a different end make sense. So, each question has a custom thank you page. So, yeah. It's a new frame and you have the option to have a new frame where it can be a call directly. So, you have a click-to-dial, especially if you're on mobile. You have a file that you can upload. So, if you want to deliver a lead magnet or an actual asset, or…
Escúchalo en el minuto 33:03
Mensaje y copywritingEn creatividades y formularios de anuncios donde el texto se trunca tras las primeras líneas o viñetas, plantear una pregunta en la parte visible dejando la respuesta truncada o en la siguiente pantalla incentiva que los usuarios hagan clic para resolver la curiosidad.
So here's my pro tip. We did We made a Ads and the ad, you know, there's there's three rows and on row number two, we asked a question and on row number three, we answered it. But those people started clicking on the ads that had the question and no answer because they assumed the answer would be on the page. So in this instance, ask a question in row two, knowing that row three might be truncated and now they have to click see more in order to see the answer on row three, potentially. split up right away. But that could be a really good way to have further engagement on clicks within your…
Escúchalo en el minuto 28:34
Reducción del costo por lead a 0,80 USD mediante formularios instantáneos con preguntas detalladas
Medición y experimentosEl uso de formularios instantáneos nativos de Meta permite captar prospectos a un costo tan bajo como 0,80 USD por lead incluso incluyendo preguntas detalladas y complejas, en comparación con costos de referencia de 5,00 USD por lead obtenidos a través de páginas de destino externas.
it super clearly. Like we have leads as low as like 80 cents. Where we're asking intricate intricate questions about your comparator. And if you're getting $5 leads and they're pretty good versus 80 cent leads and they're pretty good,
Escúchalo en el minuto 42:44
ConversiónEn formularios instantáneos de captación de leads, la tasa de conversión entre clics salientes y envíos completados alcanzó el 76,1 % a pesar de incluir seis preguntas profundas, manteniendo la tasa de abandono en torno al 20 %.
outbound click. So the number of outbound clicks against the number of people that hit a form submission with six questions is 76.1%. So you're still having a small drop off, but you have just over 20% no that yeah, over 20% of people that are not completing the form because we're asking so many questions. But you can compare that are doing over 70% consistent conversion with six in-depth questions.
Escúchalo en el minuto 45:20
Incentivar reseñas en plataformas de podcast mediante sorteos de alto valor percibido
Estrategia de contenidosOrganizar un sorteo de un incentivo de alto valor percibido (como entradas a conferencias del sector o productos exclusivos) entre los oyentes a cambio de que publiquen una reseña en plataformas clave como Apple Podcasts, impulsando la prueba social y el posicionamiento del programa.
what do we want in exchange for the ticket though? We want a review I imagine right? That's the best platform. I guess probably Apple podcast would be the Yeah, Apple podcast is the But if you give us a a review, we'll take everybody who puts a review in $2,500. This is a $2,500 ticket that we're giving away here on will You leave us a review, we will randomly pick. Of course, if it's a
Escúchalo en el minuto 7:35
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