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SaaS Case Study: The Lazy Way to a 26.31 MER Using Creative Diversification
13 ideas de marketing sacadas de «SaaS Case Study: The Lazy Way to a 26.31 MER Using Creative Diversification», de Perpetual Traffic. Sobre todo de…
- 13 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 22 min
- Publicada en 2025
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Diversificación creativa intensiva en Meta para optimizar el rendimiento publicitario
Canales de adquisiciónPara tener éxito y mantener costos de adquisición bajos en Meta, es necesario producir al menos 30 piezas creativas mensuales que sean como mínimo un 80% diferentes entre sí, iterando posteriormente sobre aquellas con mejor desempeño.
that we've talked about here so many times based upon the meta Andromeda update. And the only way to succeed is through great data, great media buying, and great creative. And when I say great creative, that's 30 plus creatives per month that are fully diversified. They have to be at least 80% different. And then you iterate on the ones that do the best. So you're buying the creative diversification package, which is 30 plus creatives done by our professional team, including UGC content creators.
Escúchalo en el minuto 2:06
Mensaje y copywritingEl formato de video de historia transformacional funciona articulando cuatro momentos clave: 1) Gancho visual en los primeros 3 a 6 segundos con movimiento, contexto geográfico o personal y branding temprano; 2) Historia personal y presentación del problema en estilo UGC/testimonial; 3) Descubrimiento de la solución con pruebas tangibles y verificables del resultado; 4) Llamada a la acción clara orientada a venta…
So this is what we call the transformational story video ad. But this is actually sort of the storyboard, which we used for all of them. So it started off with a solid thumbnail with a lot of motion. So solid thumbnail with some motion to start. Very important within the first three, six seconds. Obviously, you want to get the branding in there as well. Give a little bit of a background of who the individual is. Typical UGC style, testimonial style. Oh, and then I discovered this thing. I had this problem. And suddenly I use some of their systems. And then here's the proof. And then the pitch…
Escúchalo en el minuto 15:50
Sinergia multicanal entre plataformas de interrupción y búsqueda de marca
Canales de adquisiciónGenerar atención y reconocimiento de marca en plataformas de interrupción (como Meta, TikTok o YouTube) para luego capturar esa demanda en Google Ads mediante palabras clave de marca permite maximizar la conversión en la parte baja del embudo con costes más eficientes.
When we were first starting out, it was a lot of high-value keywords, but a lot of brand name keywords, which is a very simple strategy. Get their attention on an interruption platform like Meta, like TikTok, like YouTube, and then retarget those people over on Google. Not necessarily for the high-value or the high-intent-based or super expensive keywords, but for the ones that are more around your brand. You develop the brand recognition and the awareness on the awareness platforms and then convert them on the lower converting platforms, the bottom-of-funnel platforms like Google ads.
Escúchalo en el minuto 9:20
Sinergia de canales: Meta Ads para generar demanda y Google/Orgánico para capturar conversiones
Canales de adquisiciónUna estrategia eficiente consiste en utilizar Meta Ads con creatividades diferenciadas para despertar interés y demanda en la parte alta del embudo, permitiendo que la conversión final se cierre a menor costo en Google Ads (búsquedas de marca) o tráfico orgánico y webinars.
So this was just a basic thing where we were doing ads over on Meta, and then we were running ads on Google to get the final click and ultimately the final conversion. And then it's just really just sort of six-inch putting this, just teeing things up on one side and then getting the conversion on the other side. And then a lot of these folks would get very interested in what they have to offer. And then they would convert over on Google, over on organic. So Tier 11 data suite was super important with Meta teeing this up and Google putting it in. It's Matt tees it up and Google just puts it…
Escúchalo en el minuto 10:07
Sinergia multicanal entre Meta, Google y email para maximizar el MER
Canales de adquisiciónEscalar la rentabilidad no requiere necesariamente aumentar el presupuesto de forma indefinida, sino usar plataformas sociales como Meta para generar conciencia de marca masiva y capturar eficientemente esa demanda mediante búsqueda de marca en Google y captura de correos electrónicos.
not really modeling per se, but actually using the two platforms, multiple platforms, the big two in this case, meta and Google, together to get the lowest cost per acquisition for new customers these guys have ever seen and having their best year ever in the SaaS space. We have actually figured out a way to scale backspend, but get them a greater degree of media efficiency ratio. It's not about just spending more. It's about creating awareness for the brand and then getting your Google search, getting your Google ads, your branded search, your emails, capturing emails.
Escúchalo en el minuto 1:02
Estrategia de contenidosEvita que todos los anuncios mantengan el mismo estilo visual, estructura y enfoque de copy, ya que la homogeneidad satura a la audiencia; es imprescindible diversificar ángulos creativos y narrativas para captar la atención de distintos perfiles de cliente ideal (ICP).
We realized in this case, a lot of their creative was kind of the same. It looked all the same. And this is one of the things right now with creative diversification that's so important. It's like you can't have all the same ad cup. You can't have the same look and feel. You can't have everything kind of look the same. But we realized that we really had to shake things up. And we had to get this true story of this business out and get the awareness and get the interest. So this is one of our examples of our creative strategy framework. Actually labeled these people individually for ICP.
Escúchalo en el minuto 13:23
Peligro de saturación por exceso de retargeting frente a prospección
Canales de adquisiciónConcentrar gran parte del presupuesto publicitario en retargeting eleva en exceso la frecuencia de impactos hacia la misma audiencia sin aportar crecimiento al negocio; reasignar el gasto a prospección de tráfico frío reduce la frecuencia y desbloquea el retorno sobre la inversión.
But what we found is that in most of the spend that they were actually doing, they were just sort of retargeting a lot of their customers. They had about seven frequencies. So if you have a seven frequency at Meta ads and you're only spending $77,000 a month, you're basically showing your ads to the same people over and over and over again, which is what we wanted to avoid. So that was not growing their business. So after we reallocated traffic to new prospects, this is one of the first things that we did. So the frequency was down to about three. And their purchases, even with a $92,000…
Escúchalo en el minuto 7:28
Diversificación e iteración creativa mensual para escalar en Meta Ads
Canales de adquisiciónEl éxito en Meta Ads requiere combinar analítica sólida con diversificación creativa constante, introduciendo un flujo de 5 a 7 conceptos nuevos al mes e iterando intensamente sobre los anuncios con mejor rendimiento para sostener el volumen y la eficiencia publicitaria.
Through the end of 2025, you buy the creative diversification package, which is over 30 creatives every single month. Five to six to seven new ones every month. We iterate on the best ones, the best performing ones. But we do really believe in the fact that we have cracked the code on meta and creative diversification is absolutely the key as long as you have great data, as long as you have great media buying to go along with great creative.
Escúchalo en el minuto 20:49
Canales de adquisiciónContar con una amplia diversificación de ángulos creativos en la parte alta del embudo permite reducir o estabilizar el presupuesto publicitario directo, ya que el impacto de reconocimiento generado se capitaliza a través del tráfico SEO y búsquedas de términos de marca.
Since then, like I said, we have scaled back considerably because we've realized now that as long as you have tremendous creative diversification up front, you don't necessarily need to ramp up your ad spend. You can actually capitalize on SEO and your branded keyword searches on Google.
Escúchalo en el minuto 19:27
Escalado de facturación y retorno publicitario en empresa SaaS
Medición y experimentosUna empresa de software pasó de generar 1.300 dólares mensuales con un ratio de eficiencia publicitaria (MER) de 0,06 a facturar 393.000 dólares al mes, logrando retornos de hasta 26 dólares por cada dólar invertido tras optimizar su estrategia coordinada entre Meta y Google.
Before they started working with us, they were only doing about $1,300 a month in revenue. They ramped it all the way up to $393,000 per month. That means for every dollar they put into paid advertising, they get $26 back in return. the big two in this case, meta and Google, together to get the lowest cost per acquisition for new customers these guys have ever seen and having their best year ever in the SaaS space. And before they started working with us, this was quite some time ago, actually, they were only doing about $1,300 a month in revenue online. But starting really from before Tier…
Escúchalo en el minuto 0:06
Medición y experimentosCon un gasto reducido a unos $280,000 en Facebook Ads durante 12 meses, se generaron $1.2 millones atribuidos a Google Ads de último clic y $2.7 millones en tráfico orgánico, logrando un MER de 26 y un NCAC (costo de adquisición de nuevos clientes) cercano a $33 para un negocio con AOV y LTV de miles de dólares.
The media efficiency ratio now is at 26. It's a 26 MER because we've realized that we don't have to spend more. No, this is the last 12 months, sorry, of spend where we've now reduced our Facebook spend data to about $280,000. And you are getting most of your sales over on Google Ads, 1.2 million. So you're getting about $2.7 million on just organic alone. However, we're spending way less, but getting a much higher MER. And obviously the NCAC, as you can see here, is right around $33 total, which is tremendous because the average order value and the lifetime value for these guys is in the…
Escúchalo en el minuto 10:57
Medición y experimentosTras corregir la estrategia de adquisición y reducir el coste por nuevo cliente (NCAC), la cuenta pasó de un ROAS de 0,07 a generar 341.000 $ mensuales con 92.000 $ de gasto, escalando posteriormente hasta 400.000 $ mensuales con un MER de 3,53.
But we ramped up to about $400,000 a month in revenue using a 3.53 MER in a very, very short period of time. They had a 0.07 row ads when that was actually a measurement that we would utilize inside Meta. And their purchases, even with a $92,000 spend, were about $341,000 per month.
Escúchalo en el minuto 5:10
Rendimiento a largo plazo y MER alcanzado mediante diversificación creativa
Medición y experimentosLa cuenta publicitaria escaló hasta generar más de $8,000,000 en ingresos atribuidos con un MER (Marketing Efficiency Ratio) de 26, lo que representa un retorno de $26 por cada dólar invertido en publicidad pagada.
This is through 2025. This is well over $8 million in attributed revenue. But the MER is 26. That means for every dollar they put into paid advertising, they get $26 back in return.
Escúchalo en el minuto 20:05
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