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How to Use TikTok Ads The Right Way to Grow Your Business | Perpetual Traffic EP 627
27 ideas de marketing sacadas de «How to Use TikTok Ads The Right Way to Grow Your Business | Perpetual Traffic EP 627», de Perpetual Traffic. Sobre todo…
- 27 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 07 min
- Publicada en 2024
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Medición y experimentosOptimizar y juzgar la inversión publicitaria exclusivamente mediante el último clic o métricas directas basadas en clics limita el escalado; para crecer es indispensable medir la incrementalidad y el impacto real en los resultados de negocio dentro de un mix de medios.
and if you're looking at everything in a click-based world sorry you're living back in incrementality business metrics diving deeper because it's super easy to look at last click it's super easy to look at the click but that's not going to drive your business you're just going to stagnate and I've seen it hundreds of Discovery calls it's like they can't seem to grow and it's like you have to sort of Break Free of your previous habits and stop defaulting back to metrics that we used four or five years
Escúchalo en el minuto 1:02:51
La infraestructura de datos de conversión como base para resultados escalables
Medición y experimentosEstablecer una infraestructura sólida de conexiones y captura de datos de conversión es el primer requisito indispensable para lograr resultados repetibles y confiables en marketing de resultados, especialmente ante la desaparición de cookies de terceros.
first one is data connections I think that your you alluded to it at the beginning of the call establishing a strong data infrastructure conver conversion data is the first step to repeatable Reliable results and I think that this is going to become more and more important as we go into a uh the deprecation of third party cookies if it finally comes and this will be critical for web-based advertisers the second
Escúchalo en el minuto 19:00
Implementar encuestas post-compra como primer antídoto al sesgo de último clic
Medición y experimentosPara negocios con recursos limitados o canales con baja tasa de clics directos (como video o redes sociales), la encuesta post-compra inmediata ('¿Cómo nos conociste?') es la táctica más accesible y práctica para obtener visibilidad real sobre el origen de las conversiones sin depender exclusivamente de modelos 'last-click'.
hear about us and and clients can customize but something as simple as that became a really good counter to the having where they were dependent on last it's as soon as a purchase has been done there's a quick question how did you come to buy this purchase and survey all clients has been we can't rely on last click systems help us to have something level like first thing to do to be able to measure impact no matter what where did you find out about us post- purchase purchase surveys are like your first like there's not a whole lot of clicks that happen on YouTube you know it's the issue and…
Escúchalo en el minuto 45:06
Escalera de madurez en la medición publicitaria
Medición y experimentosLa estrategia de medición debe evolucionar en un orden progresivo según los recursos y madurez del negocio: comenzar con encuestas post-compra (alta utilidad y bajo costo), avanzar a modelos de atribución multitáctil para comparar canales, escalar a pruebas de incrementalidad mediante experimentos causales (el estándar de oro pero de alta complejidad) y finalmente aplicar modelos econométricos (MMM).
situation as clients mature or clients have more resources then the question becomes very much an attribution multitouch attribution across media looking at incrementality testing to actually running proper like causal inference experiments in many ways that is the gold standard and measurement but it's also the the most complex and most resource heavy to get right I wouldn't recommend a small client getting started start something you have to start something that has high utility and high practicality and then evolve in your incrementality uh and then their clients uh mediax econometric…
Escúchalo en el minuto 45:23
Combinar marca y performance en un enfoque 'full funnel' para maximizar resultados de negocio
Canales de adquisiciónTrabajar disciplinadamente tanto la construcción de marca como la optimización de performance dentro de una misma plataforma de medios (como TikTok) maximiza el volumen bruto de mercancías (GMV) y los resultados comerciales, en lugar de tratar ambos objetivos como silos separados.
adopted so for me it's the thing about full funnel is that it's not just to prove it but to grow it I think that we say right now some of my favorite clients are some of the ones in Latin America because they took the time and the effort to really do brand and performance well and they're just crushing their gmv results they're able to put that discipline into practice and
Escúchalo en el minuto 1:00:43
Implementar la API de eventos en lugar del píxel estándar para mejorar la atribución y la medición
Medición y experimentosLa pérdida o debilidad de señales al utilizar únicamente el píxel predeterminado afecta negativamente los estudios de incrementalidad y atribución. Implementar la API de eventos (Events API) y clasificar correctamente los eventos refuerza la resiliencia de la señal de datos, mejorando el rendimiento de las campañas sin necesidad de cambiar los creativos.
they were having problems with just defaulting pixel and they were not aware that they could get the same functionality but much better signal resilience using the events API so a lot had those examples to where when I had clients looking at attribution they were just using a pixel and they're trying to do incrementality studies results were okay but the minute this are using the correct signals to put in the events API and they took the time and the care to actually correctly classify them all of a sudden their commercial studies were improved was it because of the creative well when we kept…
Escúchalo en el minuto 33:26
La calidad y cantidad del contenido creativo explican casi la mitad de las ventas incrementales
Canales de adquisiciónLa calidad y el volumen del contenido creativo publicitario son responsables de casi el 50% de las ventas incrementales generadas por la publicidad.
there is a research that stuck in my head that DC Solutions actually run last year the creative quality and quanity is responsible for almost half of the incremental sales driven by advertising
Escúchalo en el minuto 19:29
Escalar la sofisticación de la medición según el presupuesto y la exigencia de prueba
Medición y experimentosEn e-commerce y generación de leads, conviene iniciar la atribución con encuestas post-compra por su bajo costo y rapidez operativa; únicamente cuando el presupuesto publicitario escala significativamente (10x o 100x) y el CFO exige justificación rigurosa, se debe dar el salto a estudios complejos de incrementalidad.
think of it in terms of like what is the burn what is the amount of resources you're trying to play for a given Channel and the level of the bur of proof you're trying to provide so if it's just hands- on keyboard something simple you want to be Scrappy um and it's e-commerce and Legion Post purchases are great but all of a sudden if for that same client all of a sudden you increase your investment 10 or 100 x and then you have the CFO knocking we better start doing some incrementality studies but again it's if you just want to get started on Commerce and Le gen there could be you know post-p…
Escúchalo en el minuto 50:49
Medición y experimentosEvaluar canales de descubrimiento o parte alta del embudo basándose únicamente en modelos de atribución de último clic distorsiona el rendimiento real del marketing multicanal; apagar la inversión en estos canales suele provocar una caída imprevista de las conversiones de último clic en plataformas de búsqueda y captura de demanda.
creatives if you don't have a holistic way of looking at measurement then you rely on just last click attribution models you will be missing out you will be making the wrong decisions because that's where Tik Tok has fallen down in the past though because I've had plenty of like we have third party attribution softwares for all of our clients we're like I don't see any conversions coming in on Tik Tok like I'll just eliminate that I'm talking like a business owner and but then you get rid of that that spend and all of a sudden it's like where did all my last click attributions go over on…
Escúchalo en el minuto 20:40
Uso de encuestas post-compra como alternativa accesible para medir canales de descubrimiento
Medición y experimentosLos sistemas de analítica web basados en clics suelen subestimar el impacto de plataformas de descubrimiento (como TikTok) en la captación. Cuando no se cuenta con presupuesto para costosos modelos econométricos o estudios avanzados, implementar encuestas post-compra al finalizar la transacción permite recopilar datos de atribución autodeclarada y entender mejor el punto de contacto inicial.
you know the the last click question so we know that in today's meeting mix and in measurement clicks by themselves are not the most important predictor or understanding like um the the full value or even fair value so one thing that clients and in that kind of space we saw that there's a there was a huge demand in North America where clients that were struggling with web analytic systems they came to us and said look we don't have the resources we can't afford expensive measurement but we need something to kind of compare and start finding our own test and learns to understand the value of a…
Escúchalo en el minuto 43:55
Medición y experimentosLas métricas publicitarias (CPM, costo por lead, vistas o interacciones) son únicamente indicadores tempranos y medios para un fin. La efectividad del marketing y de las agencias debe medirse por su impacto directo en los resultados financieros del negocio, como el incremento neto en ingresos y rentabilidad.
Performance Marketing and two the shift from media to business outcomes and I nameless is that they really care about the marketing metrics not the business or is it business outcomes it's business outcomes that that business owners care about like cost per lead cost per view CPM likes shares comments that's fine that does not necess it might be a leading indicator to drive business outcomes but it's not business outcomes metrics but what the business owner really cares about is am I actually making more money than I was making last
Escúchalo en el minuto 10:24
El impacto comercial de plataformas como TikTok trasciende el canal nativo y tracciona ventas omnicanal
Canales de adquisiciónEl descubrimiento y la influencia de compra en plataformas de contenido no se limitan a la conversión in-app (como TikTok Shop); el tráfico y engagement generado impulsan de manera directa transacciones en las tiendas online propias de las marcas y en el comercio minorista físico.
powering Commerce everywhere obviously we're investing on Tik Tok shop heavily we launch it here in the US we are seeing traction on those sales that happen on Tik Tok but what we understood is that the platform is powering Commerce everywhere it's powering Commerce on Tik Tok but he's also powering Commerce on obviously Merchants websites and apps and he's powering Commerce in the store and I think that we will see how those three worlds are
Escúchalo en el minuto 59:24
Equilibrar volumen y autenticidad mediante creadores para competir en la subasta publicitaria
Canales de adquisiciónPara maximizar la efectividad y mantener competitividad en plataformas como TikTok, los anunciantes de rendimiento deben producir un alto volumen de creatividades apoyándose en creadores nativos, ya que la autenticidad y la calidad adaptada al formato son el mayor factor diferenciador en la subasta de anuncios.
appr that creative is such a critical component of AD Effectiveness on Tik Tok if you build for the platform it will be it's the ultimate differentiator any marketer can have is in the quality of their creative um and Tik Tok they produce a volume of creatives and they use creators so authenticity continues to be a strong byproduct and a driver of of those the volume of creative that's required to be competitive in the auction being
Escúchalo en el minuto 35:14
Medición y experimentosLos clics y los modelos de último clic (last-click) no predicen con precisión las ventas a largo plazo; las marcas deben incorporar pruebas de incrementalidad y experimentación para atribuir el valor real de canales de descubrimiento.
happens is we know that in in like all the plethora of of advertising Effectiveness research we know that clicks by themselves you know they have a function but they're not necessarily the most accurate predictors of long-term sales and how do you kind of growing effectively manage to go beyond the click and understand how to how to how to look at attribution incrementality and then running test and learns to grow there because by the time
Escúchalo en el minuto 16:35
Medición y experimentosLos clics y los modelos de último clic (last-click) no predicen con precisión las ventas a largo plazo; las marcas deben incorporar pruebas de incrementalidad y experimentación para atribuir el valor real de canales de descubrimiento.
happens is we know that in in like all the plethora of of advertising Effectiveness research we know that clicks by themselves you know they have a function but they're not necessarily the most accurate predictors of long-term sales and how do you kind of growing effectively manage to go beyond the click and understand how to how to how to look at attribution incrementality and then running test and learns to grow there because by the time
Escúchalo en el minuto 16:35
Los tres dilemas de medición en campañas de performance: reporte, comparabilidad e incrementalidad
Medición y experimentosAl diseñar y ejecutar campañas de performance, los equipos de marketing enfrentan tres preguntas analíticas fundamentales que generan fricción operativa: el reporte (cómo medir el valor real frente a modelos simplistas como el último clic), la comparabilidad (cómo contrastar el rendimiento entre canales heterogéneos) y la incrementalidad (cuánto impacto neto aporta realmente cada canal).
into the the operational design of if I'm going to run a performance campaign Le and commerce campaigns there's often three kind of questions that you're going to be kind of struggling to guide your teams there got there's a reporting question there's a comparability question and then there's an incrementality question depending on who who's giving you pressure the the order the questions may change but those are three questions that are very much measurement driven and often create a lot of uh organizational challenges but
Escúchalo en el minuto 43:22
Escalado internacional de contenido de creadores mediante traducción asistida por IA
Estrategia de contenidosVietnam Airlines optimizó sus costos de producción utilizando creativos grabados con creadores locales y aplicando herramientas de IA para traducir y adaptar sus voces a múltiples idiomas globales, multiplicando el volumen publicitario internacional sin multiplicar los recursos ni el presupuesto de producción.
a really good example to where uh Vietnam Airlines is was testing this for pragmatic reason they have their creators locally they advertise really well but how can they leverage the same creators in Vietnam to globally be translated into different languages so same cost same client same same resources but being able to provide a global voice I would look at it under
Escúchalo en el minuto 37:39
Optimización orientada a ROI total frente a ROAS publicitario aislado
Medición y experimentosLa optimización en plataformas de comercio social debe orientarse al retorno total de la inversión (ROI) y no únicamente al retorno del gasto publicitario (ROAS), integrando costes operativos del vendedor como comisiones de afiliados, tarifas de plataforma y costes de creatividades.
Automation and we are going to be optimizing obviously for their beating their audiences but we will also take into consideration other Merchant costs such as creatives Affiliates the fees that they have on the platform so I Bas at the beginning of the call on how we are moving from yes media to business outcomes we don't want to optimize just towards return not spend we want to optimize towards return investment the overall return investment that those advertisers those Merchants those sellers are having with us on on the
Escúchalo en el minuto 28:08
Uso de la triangulación de datos ante la fragmentación de la medición
Medición y experimentosFrente al deterioro del seguimiento directo a nivel de usuario y la fragmentación tecnológica, la toma de decisiones efectiva en medios requiere triangular y buscar consenso entre múltiples fuentes e inputs de datos en lugar de depender de una única herramienta o modelo de atribución.
fragmented systems a lot of bifurcation in terms of just you know the days of doing uh very straightforward people-based uh measurement a lot of marketing it's really you have a lot of fragmented systems you have a lot of terms of thinking about how to bring triangulation and when they say that I see it as more as marketers today are just looking for seeking agreement across multiple inputs to how to guide and grow their business now what I can having strong riger but also Opera AAL excellence in their performance measurement suite and their creative and
Escúchalo en el minuto 6:35
Superación de la división entre branding y performance marketing
Medición y experimentosLa separación tradicional entre marketing de marca (upper-funnel) y marketing de resultados (lower-funnel basado en último clic) ha quedado obsoleta; la presión en márgenes y los cambios del mercado exigen que toda la inversión publicitaria se evalúe por su impacto en los KPIs de negocio globales y no solo en métricas de medios aisladas.
arguably still today Performance Marketing equals direct response Performance Marketing equals lower funnel and to measure the success of and tactics they rely M mainly on last click attribution models and if you ask me I think that that model is obsolete I believing that all marketing is Performance Marketing because if we put those conversations is that the lines between branding and performance the lines between upper funnel and lower funnel are becoming more and more blurry as a result what I'm seeing is more and more advertise a shifting measurement the impact on their media kpis to…
Escúchalo en el minuto 7:56
Impacto de la automatización publicitaria en TikTok Shop: +136% en ventas y ahorro operativo
Medición y experimentosLa implementación de soluciones automatizadas basadas en IA en TikTok Shop permitió a una marca de comercio electrónico incrementar sus ventas un 136%, multiplicar su ROI entre 3x y 4x, y ahorrar 10 horas semanales de gestión manual de campañas.
advertisers and there is a case that really stuck in my mind from a a protate company based out of Ohio uh and we had the opportunity to talk to the to the owner and the owner actually uh told us that Beyond multiplying by three by four the return investment that they have on Tik Tok shop which is astonishing uh be Beyond uh optimizing the uh sales or maximizing the sales that they had on the platform if I remember correctly it was 136% Improvement in in the sales I think that there is a metric that I really like which is that he managed to save 10 hours a week from optimizing campaigns
Escúchalo en el minuto 29:20
Los productos publicitarios y de monetización más efectivos surgen de amplificar conductas orgánicas de la comunidad
Marca y posicionamientoEn lugar de imponer dinámicas comerciales artificiales, las plataformas y anunciantes logran mayor tracción cuando identifican tendencias y comportamientos de compra nacidos espontáneamente de los usuarios (como el fenómeno orgánico de recomendación comunitaria) y diseñan soluciones de monetización para facilitarlos.
the platform like we talk about Tik Tok we have been talking about Tik Tok made me buy it for over the last two years and for me what fascinated me when I arrived to the company I thought that it was something that we initiated that it was like a marketing push it was something that it wasn't initiated by the community and I think that that's so unique of Tik Tok like users are expressing themselves as they are they are coming and they are behaving as they want to behave I think that what we do well in partnership with advertisers and third party Partners is to really understand how that user…
Escúchalo en el minuto 55:19
Transición de modelos de último clic hacia medición holística
Medición y experimentosPara medir con precisión el impacto de los canales publicitarios de descubrimiento, las marcas deben abandonar los modelos de atribución de último clic y adoptar sistemas de medición holística que combinen datos de primera y tercera parte.
investments and the last pieces of holistic measurement then I'll I'll let your chiming here but basically the concept here is how do we uh evolve our measurement uh Solutions both first party and third party to really look at measurement in a holistic Manner and move away from last click attribution models and basically be able to truly assess what is the impact that uh Tik Tok is driving for for advertising so
Escúchalo en el minuto 25:56
Marca y posicionamientoLa división tradicional entre marketing de marca y marketing de respuesta directa se está unificando bajo la premisa de que todo marketing debe generar resultados de negocio. La estrategia requiere alinear los esfuerzos de construcción de marca con las tácticas de conversión según el momento y los objetivos comerciales.
the first one is branding and performance conversion more and more so this is the concept of all marketing is Enterprises to where are you building things first from a brand perspective or you doing it first from a performance perspective and how do you train those teams that kind of to bring the best of each other at the right time for the right goals and hence business outcomes about the convergence of branding and performance and everything that comes
Escúchalo en el minuto 10:17
Efecto halo omnicanal de TikTok hacia ventas en tiendas físicas
Canales de adquisiciónEl impacto publicitario de TikTok no se limita a conversiones dentro de la plataforma o en canales digitales; genera un efecto halo demostrado que impulsa ventas directas en tiendas físicas (brick and mortar).
is a nice study that we did with for square on the Commerce side of things where we are seeing that Tik Tok actually has a nice halo effect driving sales in brick and mortar stores so it's not just a matter of what happens online it's not just a matter of what happens on the app itself it the halo effect that is driving similar with other
Escúchalo en el minuto 53:38
Canales de adquisiciónLa diversificación de canales publicitarios no debe tratarse como una sustitución excluyente, sino como una estrategia para enriquecer el mix de medios, balanceando la expansión eficiente de audiencias con canales que aporten alta atención y calidad de impacto.
making but I think it's in a lot of the things in the media mix it's not a zero sum game you have if if I'm a marketer I need to understand how to how to enrich my medium mix as much as possible find my audiences expand those audience efficiently but also ensure there's a balance of quality and that's where
Escúchalo en el minuto 32:20
Canales de adquisiciónEl 91% de los usuarios activos mensuales de TikTok realiza algún tipo de acción dentro o fuera de la plataforma (incluyendo otros canales y entornos offline) tras interactuar con su contenido.
that 91% of users that come to the platform on a monthly basis they take any sort of action on and off platform with I think that Ral you alluded to it so it's not just what happens on our platform it's how we actually influence behavior on other platforms and even
Escúchalo en el minuto 24:20
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