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How to Use TikTok Ads The Right Way to Grow Your Business Part 2 | Perpetual Traffic EP 629
29 ideas de marketing sacadas de «How to Use TikTok Ads The Right Way to Grow Your Business Part 2 | Perpetual Traffic EP 629», de Perpetual Traffic…
- 29 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 07 min
- Publicada en 2024
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Medición y experimentosLa atribución de plataformas o de herramientas multitáctiles (MTA) no debe tomarse como una verdad absoluta aislada. Para medir el impacto real de la publicidad, se deben complementar los datos de atribución con experimentos de incrementalidad para verificar si el crecimiento del ROAS se traduce en crecimiento real del negocio y obtener un multiplicador que calibre las métricas de atribución.
Beyond because we know look platform attribution is one thing platform experimentation is another thing that's so then you next step is then run an incremental test to understand with your Roy is your business also growing and then from there create a multiple and then use that to again calibrate your your attribution um test learn
Escúchalo en el minuto 41:36
Triangulación y calibración frente a la ausencia de una fuente única de verdad
Medición y experimentosEn la analítica publicitaria no existe una única fuente de verdad infalible; los diferentes canales y modelos de atribución mostrarán cifras discrepantes. La estrategia correcta consiste en calibrar y triangular múltiples fuentes de datos para lograr una alineación direccional que refleje el crecimiento real del negocio.
measurements it's the same principle there isn't single source of Truth um there are multiple sources and they will you know if you don't have a strategy they will all say different things um and then the goal is to get them to say the same thing or at least directionally aligned so that you can um you know calibrate and triangulate um
Escúchalo en el minuto 27:54
Ajustar la ventana de atribución según el ticket y ciclo de consideración del producto
Medición y experimentosLas compras por impulso funcionan con ventanas de atribución reducidas, pero los productos de alto valor o ciclo de venta largo (como vehículos, servicios financieros o pedidos de miles de dólares) requieren ventanas superiores a 28 días para registrar con precisión el impacto publicitario.
can think about so our default is seven days but our guidance is you know and we setting too recommendation is longer the better uh in this case well depends and it also depends on the type of business you have like mortgages take a long time credit cards take a long time cars take a long time so again depends if you're an Impulse buy shorter of course that's your Lifey but if you have a big budget item average order values of a couple thousand yes you definitely want a longer window for it's longer than 28
Escúchalo en el minuto 35:12
Medir el impacto de canales mediante estudios de lift y costo por conversión incremental
Medición y experimentosEn lugar de basar las decisiones de inversión publicitaria exclusivamente en el modelo de último clic (last click) o en el ROAS inmediato, se deben utilizar estudios de lift (conversion lift) para medir las conversiones incrementales y el costo por conversión incremental entre plataformas.
continue investing and a metric um that we recommend looking at in conversion lift is coner incremental conversions um and then how does that compare across different channels that is a multi- channel um view as well a cost per incremental analytics no that is with a lift study okay lift study yeah realize that last click is not the right way to measure for their business and multiple channels where you're not measuring view or you don't understand the value of a view so they've done that
Escúchalo en el minuto 51:29
Canales de adquisiciónNo se debe iniciar la experimentación en un canal publicitario nuevo durante el último trimestre del año (Q4), debido a la alta saturación y costos publicitarios; las pruebas deben ejecutarse con meses de antelación para entrar a la temporada alta con aprendizajes y procesos consolidados.
um I I st I push for experimentation because you you don't want to start a net Channel and I know a lot of people do in Q4 no no you throwing money away if that is what you're doing that's why we're talking about this now highly recommend starting testing now and this because that is what gives them confidence that come Q4 that we are you go on uh if you don't want to just
Escúchalo en el minuto 1:01:49
Uso de ventanas de atribución extendidas para medir el impacto diferido en video
Medición y experimentosEvaluar la publicidad en plataformas de descubrimiento como TikTok únicamente con ventanas de atribución cortas (como 7 días click / 1 día view) subestima su retorno real; el comportamiento del usuario genera conversiones diferidas a largo plazo que requieren analizar ventanas de 28 hasta 90 días.
different compare the performance of different attribution windows and I want to call this out too we we mentioned uh you know know what do people get wrong when it comes to Tik Tok measurement um you know that delayed conversion impact the fact that Tik Tok drives long-term impact your business that can only be captured through long long longer attribution windows and we have this product called attribution analytics that people can see um how long it takes for a conversion to happen um you know optimization window could be set at 7day click one day View and then on attribution analytics…
Escúchalo en el minuto 34:21
Medición y experimentosLos informes de atribución desglosan la contribución de los diferentes puntos de contacto (clics y visualizaciones), mientras que las pruebas de incrementalidad miden mediante experimentación el impacto causal real del marketing en la facturación. Ambas metodologías deben utilizarse de manera conjunta y no como sustitutas.
on the platform and using lift Solutions like incremental tests um enables you to look at overall I mean look purchases rather than uh just an arbitrary uh credit attribution helps you understand the contribution of the different touch points whereas incrementality will help you understand through experimentation the overall impact of your marketing efforts on bottom line in sales right I mean at the end of it and and you have to use both hand inand you can't just use one or the other um and that that is
Escúchalo en el minuto 58:48
Medición y experimentosLas decisiones de rendimiento publicitario deben guiarse por métricas financieras y de negocio (como CAC, LTV o volumen de clientes en tienda) en lugar de métricas superficiales de plataforma como clics, visualizaciones o CTR.
aligning uh outcomes to business objectives we often get caught up in the plethora of metrics that exists like clicks and Views and click-through rates versus looking at customer acquisition costs or growing lifetime value or or driving more people into my store as a optimization and driving those business theme driving Better Business results
Escúchalo en el minuto 12:54
Canales de adquisiciónCentrarse únicamente en campañas de retargeting para mostrar un ROAS alto a corto plazo reduce progresivamente la base de clientes y agota la audiencia. Sin prospección activa continua de nuevos usuarios incrementales, el negocio se vuelve vulnerable ante aumentos estacionales de CPM y pierde sostenibilidad.
discussing a bit earlier um you know what happens when prospecting goes away you only start focusing on retargeting all of a sudden your customer base is starting to shrink yeah right a lot of brands are leveraging us roaz is good yeah roaz is good only so long exactly you're when you're retargeting you're effectively going after the same user businesses roaz can't just be the end goal all right if you want a sustainable business you have to understand where that you are you're fighting a dying battle where that row ass curve starts like when you've Juiced the lemon so much and like there's…
Escúchalo en el minuto 26:04
Mapear todo el recorrido del usuario más allá del evento final de compra
Medición y experimentosMedir únicamente la conversión final impide entender los puntos de contacto y abandono en las campañas. Conectar datos integrales a lo largo de web, app y comportamiento offline es indispensable para desbloquear funciones avanzadas de segmentación y atribución.
it's more it's critical for understanding the full potential of your efforts on this channel so for instance if you're only mapping the purchase outcome friends you have absolutely no idea how this person got to the purchase where they dropped off maybe what touch point they clicked on to get interested in buying something all you know is we drove purchases but you have no concept of the their Journey where they came from why they even got to your channel understanding that allows you to do so much more it unlocks other tools that we have to offer it could help you build better targeting…
Escúchalo en el minuto 17:06
Medición y experimentosLas decisiones de rendimiento publicitario deben guiarse por métricas financieras y de negocio (como CAC, LTV o volumen de clientes en tienda) en lugar de métricas superficiales de plataforma como clics, visualizaciones o CTR.
aligning uh outcomes to business objectives we often get caught up in the plethora of metrics that exists like clicks and Views and click-through rates versus looking at customer acquisition costs or growing lifetime value or or driving more people into my store as a optimization and driving those business theme driving Better Business results
Escúchalo en el minuto 12:54
Medición y experimentosLas decisiones de rendimiento publicitario deben guiarse por métricas financieras y de negocio (como CAC, LTV o volumen de clientes en tienda) en lugar de métricas superficiales de plataforma como clics, visualizaciones o CTR.
aligning uh outcomes to business objectives we often get caught up in the plethora of metrics that exists like clicks and Views and click-through rates versus looking at customer acquisition costs or growing lifetime value or or driving more people into my store as a optimization and driving those business theme driving Better Business results
Escúchalo en el minuto 12:54
Rastreo full-funnel con eventos secundarios en ecommerce para detectar puntos de abandono
Medición y experimentosLa configuración del rastreo de eventos en un sitio web no debe limitarse a las conversiones estándar (visualización de contenido, agregar al carrito y compra), sino expandirse a interacciones intermedias como páginas vistas específicas, búsquedas internas y listas de deseos para mapear el recorrido completo del usuario y diagnosticar exactamente dónde se pierde tráfico.
logical workflow which is number one they set up their J connections and you know in a way where they were able to track their full funo user journey and I'm talking every not just you know your view content your ad to cart and your purchase but hey site page views your wish list your search to really understand where users are going on their website and where they're dropping off that was number one number two they
Escúchalo en el minuto 44:38
Formularios nativos en plataforma frente a páginas de aterrizaje externas
ConversiónUtilizar formularios nativos de captación dentro de la plataforma publicitaria reduce la fricción y los clics del usuario, además de sincronizarse directamente con el CRM, evitando pérdidas por lentitud de carga móvil o mala optimización en la web de destino.
website's lead form or if you so choose you can just do it directly Within the channel itself uh less clicks obviously less friction and you have the ability to connect it directly to your CRM feed so it's it's populating directly into down yeah but when you do the website you have to realize your mobile speed good is your website optimized for and drop off rates right your your website
Escúchalo en el minuto 1:00:21
Canales de adquisiciónCentrarse únicamente en conversiones de fondo de embudo (lower funnel) satura rápidamente a la audiencia y estanca el rendimiento. Invertir en etapas de reconocimiento y consideración (mid-funnel) renueva la base de usuarios familiarizados con la marca, lo que reduce el CPA y mejora el retorno global al hacer retargeting.
areas and and more tactically uh what you see is like these um you large brands that have large followings that um are very deep lower funnel focused they come to Tik Tok and perhaps they come with saturated audiences they they need to move up the funnel a little bit like maybe mid funnel events in addition to deep funnel conversions and then they see um better CPAs and higher o so um you know we have a bank uh I think it was the largest bank in Brazil that came with that lower funnel um t uh challenge so they were basically just plateauing uh on their performance metrics and going up the…
Escúchalo en el minuto 24:02
Canales de adquisiciónPara que los algoritmos de plataformas publicitarias salgan de la fase de aprendizaje y optimicen adecuadamente, se debe presupuestar para obtener al menos 50 conversiones dentro de una ventana de 7 días (idealmente unas 20 conversiones al día) y sostener los tests durante al menos dos semanas.
take your um take uh you know know the learning phase conversions how however however many learn conversions you need to exit learning phase set a budget of at least 21 conversions per day and then tangible results back and run tests for interrupting it's 20 a day we you you need to get out of learning phase with with 50 conversions 50 within a within a within a seven day period seven period however the first
Escúchalo en el minuto 46:24
Captar prospectos mediante formularios nativos integrados al CRM sin fricción de salida
ConversiónUtilizar formularios de registro nativos dentro de las plataformas publicitarias conectados en tiempo real con el CRM reduce la fricción al no obligar al usuario a salir de la aplicación, permitiendo alimentar de inmediato flujos de nutrición y audiencias personalizadas de retargeting.
not just branding acquiring lead that can then translate into different targeting strategies retargeting re-engagement uh we have those we have that capability built in including native lead forms directly within the uh within the Tik Tok ecosystem itself so again people don't ever have to leave the platform as bahara was saying uh we have Partners built Partnerships built out with multiple third-party vendors such as like Salesforce hoot Etc so your leads and your CRM is connected directly to your database um um and then you can leverage that to build any kind of marketing strategy that you…
Escúchalo en el minuto 20:26
Metodología secuencial para validar y escalar un nuevo canal de adquisición pagada
Medición y experimentosPara incorporar con éxito un nuevo canal publicitario, el proceso debe seguir tres pasos: 1) fijar una línea base midiendo CPA, ROAS e incrementalidad de la operativa habitual durante dos semanas; 2) testear hipótesis de optimización interna (formatos creativos, llamadas a la acción y segmentaciones) frente a esa línea base; y 3) realizar pruebas de rendimientos decrecientes aumentando el gasto para identificar el…
business as usual and they did it in two ways number one was basically baselining their last two weeks of clickthrough rates CPA Raz Etc based on the strategy they were using then they did a baseline incrementality test to understand that strategy what was the Baseline incrementality that they were getting that was the baseline from there they started testing different what I would call hypotheses to improve Tik channels yet it was literally trying to improve that Baseline if you're already investing with us you want to make the the media more efficient so this went they went through a list…
Escúchalo en el minuto 45:23
Limitaciones de la atribución basada en clics en plataformas de contenido inmersivo
Medición y experimentosEvaluar la publicidad en plataformas de video y contenido inmersivo únicamente mediante clics directos subestima su impacto real debido al consumo multidispositivo, el comportamiento sin clics inmediatos y las conversiones diferidas en el tiempo.
is that you know we don't show up pretty well when it comes to uh traditional click based measurement systems um into But first you know Multi-Device usage right um it can somebody can see an ad and then make a purchase on the website there's immediately um that disconnection there second is um you know delayed conversions you um before so you naturally people do not want to exit that immersed Behavior into lastly um non- click Behavior so not only conversions are delayed um people aren't also clicking as much on the you know what we like to say is content over clicks advertisers are focused…
Escúchalo en el minuto 10:29
Medición y experimentosEn plataformas de video, la atribución combinada por clic (click-through) y por visualización (view-through) es necesaria para capturar el comportamiento de los usuarios que no hacen clic de forma inmediata pero convierten tras consumir el contenido audiovisual.
you know once you have set your optimal attri windows then we also recommend you know enabling be2 attribution into optimization because as you know we've all talked about this power of view is really it's um on Tik Tok is sorry views are powerful on Tik Tok and enabling click through and view through you know really helps you harness that um engaging user behavior um and then from
Escúchalo en el minuto 35:49
Validar el impacto publicitario mediante estudios de incrementalidad y lift
Medición y experimentosPara superar las limitaciones de la atribución basada únicamente en clics o analítica tradicional, se deben implementar pruebas de incrementalidad (como Conversion Lift o GeoLift) que miden de forma científica el impacto causal y real de las campañas frente a simples pruebas A/B.
so essentially advertisers can run lift incremental the testing on the platform validate attribution results increment mentality helps you validate if what what works for you on this platform than incrementality studies it gives you a way more scientific method a TR tested true scientific method I would say than simple AB tests um to understand which limitations of you traditional web web analytics tools or click-based measurements and look at attribution insights into purchase and then run incrementality test you know conversion lift and maybe conversion lift isn't eligible for you then you…
Escúchalo en el minuto 38:45
Definición de KPIs específicos según el rol de cada canal en el media mix
Canales de adquisiciónEvita evaluar todos los canales publicitarios con el mismo estándar y benchmark; define objetivos, métricas y expectativas específicas adaptadas a las fortalezas de cada plataforma e itera progresivamente.
channel itself neglecting to set clear kpis and benchmarks we always see a moving Benchmark versus understanding what the channel itself can do for you and then testing learning and iterating over time in your media mix itself uh too often people try to paint paint us with the same brush and they do that to every channel so it's I would recommend taking the time and learning how to work with the channels strengths and then iterating over
Escúchalo en el minuto 14:02
Implementación de tracking server-side mediante soluciones Gateway o integraciones con partners
Medición y experimentosPara mitigar el fin de las cookies y la pérdida de señal sin incurrir en semanas de desarrollo de ingeniería directa (server-to-server puro), el uso de conectores Gateway o integraciones de partners (CMS, CDPs, tag managers) reduce el tiempo de implementación de semanas a pocas horas o días.
now have server to server cap abilities we also have uh Gateway capabilities which is a bit more of a A reduced server to server path let's let's call it like a less uh less labor intense integration for smaller advertisers so what would take you maybe two to three weeks or four weeks of Dev work could be reduced to a few hours or three ways that you can integrate with us uh direct connections which is obviously um you know direct engineering work on your website or on your server takes the longest and the most amount of have partner Integrations that reduce that that barrier to entry so you…
Escúchalo en el minuto 30:56
Discrepancia de hasta el 80% en conversiones reportadas por terceros en TikTok
Medición y experimentosPara nuevos anunciantes en TikTok, las herramientas de analítica y atribución de terceros pueden presentar una brecha de discrepancia de hasta el 79% u 80% respecto a las conversiones reales generadas por la plataforma.
you know it's going to be very hard to see incrementality from if you're a net new Advertiser on Tik Tok you might not even see conversions reported on the third party uh straight away and or or with a discrepancy and we've seen discrepancy Gap as high as like 79% in or or 80% in cases um 90k I think that
Escúchalo en el minuto 50:39
El riesgo de apagar canales de captación por falta de atribución directa
Medición y experimentosPausar la inversión en canales de descubrimiento bajo la creencia errónea de que no generan resultados inmediatos suele provocar una caída abrupta en las ventas totales, al eliminar la fuente principal que alimenta el embudo.
we see this all the time it's like you know meta Tik Tok they're not getting the results let's cut them out but then all of a sudden wh why do I have no sales so there is that but that's
Escúchalo en el minuto 18:28
Canales de adquisiciónEl tiempo promedio de consideración previo a eventos de venta pico como Black Friday o Cyber Monday es superior a 30 días, lo que obliga a construir listas de deseos y visibilidad con semanas de anticipación para captar conversiones en esas fechas.
consideration time which is quite powerful especially during holiday periods um you know last year we did a a meta study with one of our partners and we saw that you know what are the categories and verticals that we see um are really seeing at success during Black Friday um Cyber Monday period um as well as um how long does it take um or um the average view time is around like 30 days Plus umow for yeah so what happens is like you have to build um you have to really build up your moment before the holiday season to be able to
Escúchalo en el minuto 37:06
Medición y experimentosAtribuir el éxito comercial únicamente al canal de último clic (como búsquedas de marca) ignora los impactos iniciales que originaron la demanda (anuncios de descubrimiento por visualización). Aunque la atribución post-impresión (view-through) suele estar mal interpretada o sobreestimada por algunas agencias, descartarla por completo oculta la mayor parte del recorrido del cliente.
basically like saying the cab that I your studio is the sole reason I got there right it doesn't take into account it does not take into account my my research that I did for flights it does the airport nor the flight that I took over to Miami it solely says the flight any credit to like 1500 mile journey and it's solely saying that one cab ride got there and that is why views matter matter the view through conversion is a separating out view through conversions poison in some cases but when you're really talking about the entire customer Journey yeah like the viewr is the plane it's it's all…
Escúchalo en el minuto 55:12
Mejora de 5x en ROAS atribuido al integrar herramientas MTA para capturar vistas no acreditadas
Medición y experimentosAl integrar herramientas de atribución multitáctil (MTA como RockerBox) para corregir la discrepancia de vistas que no reciben crédito en analíticas estándar, la marca de cuidado de la piel Tula registró una mejora de 5x en su retorno reportado.
mentioned earlier the discrepancy to um you know site Analytics tool that they might see uh the views that don't get any credit once we work with MTA partners they're able to see that so you know Tula is a PNG skincare brand the I shouldn't say PNG Tula is a client of ours who are who also use Rocker Box for example with after our integration they were able to see 5x Improvement in their R um you know is that it then like its
Escúchalo en el minuto 42:17
Las encuestas post-compra revelan a TikTok como un motor clave para la adquisición de nuevos clientes
Medición y experimentosA pesar de la percepción inicial de que los usuarios no interrumpen su navegación en plataformas de video corto para convertir o instalar aplicaciones, la medición mediante encuestas post-compra demuestra que TikTok se ha posicionado como uno de los canales de mayor crecimiento en la generación de nuevos clientes.
first launched app install objective no one would believe that Tik tokers will stop scrolling and go and download an app and we'll be able to measure that and then you know fast forward we became the fastest growing app ad app platform for savy app advertisers that year um and similarly with uh post purchase surveys today we're seeing that Tik Tok is the fastest growing new customer driver Channel um so all of this to say
Escúchalo en el minuto 9:26
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