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The #1 Biggest Mistake You Are Making When Running Meta Ads Part 1 | Perpetual Traffic EP 526
28 ideas de marketing sacadas de «The #1 Biggest Mistake You Are Making When Running Meta Ads Part 1 | Perpetual Traffic EP 526», de Perpetual Traffic…
- 28 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 50 min
- Publicada en 2023
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Mensaje y copywritingReiterar el mismo anuncio a lo largo de todo el proceso de compra agota el presupuesto y fatiga al usuario; se deben diseñar plantillas de anuncios y mensajes diferenciados según el nivel de consciencia (desde tráfico frío/inconsciente hasta visitantes de ficha de producto, carritos abandonados e inicios de checkout).
which is separating out levels of traffic for your retargeting based upon where an individual Prospect for your business is within your customer acquisition path meaning you utilize different templates of ads with different types of messaging based upon where they are back to Eugene Schwartz five levels of awareness that is what we refer to as level one traffic but as you progress as you get the click and then you go to the product page or you go to the registration page or you add to cart or you initiate checkout and then you purchase every stage of the journey if you're showing the same ad…
Escúchalo en el minuto 11:38
Anuncios de colección en video estructurados como tutorial para vender bundles
Canales de adquisiciónEn ecommerce, estructurar un anuncio de formato Collection Ad como un tutorial paso a paso que resuelva un resultado completo utilizando múltiples productos permite captar la atención del usuario mientras este compra en el feed inferior sin interrumpir la reproducción del video, facilitando la venta individual o en paquete (bundle).
explains like here's this look but you just do it with these four products collection ad below the video which if you clicked on those the video would still show on mobile on the top and you could actually purchase as you're there's that squiggly little line with an arrow that points at the product feed I'm gonna show you so it's a tutorial video step one I use this product and then she applies it and you can sort of see like the show show how with Benefits bit and then once that goes once she goes through all four products which you can click the collection at to go and purchase while the…
Escúchalo en el minuto 40:21
La automatización publicitaria exige diversificar creatividades para cada nivel de conciencia
Canales de adquisiciónEn plataformas de publicidad optimizadas por inteligencia artificial (como Performance Max o Advantage+), aunque el algoritmo determina el momento óptimo de entrega, el anunciante debe proporcionar una variedad de piezas y mensajes adaptados a cada etapa del recorrido del cliente en lugar de emplear un único anuncio genérico.
Max it's you still need the media you need every level spoken to using your ads you just don't necessarily get to decide when ads are shown at what increment the AI mechanism is going to do that for you still need the assets it's not like a one-size-fits all like hey I'll use the same ad copy the same general messaging messaging you want to diversify that as much as possible especially for your top of funnel these sort of more you know AI induced platforms like performance Max like
Escúchalo en el minuto 15:24
Mensaje y copywritingEl formato de titular «Las X cosas que no sabías sobre [problema/condición]» atrae tráfico cualificado a bajo costo, ya que únicamente las personas que padecen esa molestia sienten la urgencia y curiosidad de hacer clic para comprobar qué desconocen sobre su propia situación.
my favorite title of all time is this the the X number of things you don't know about this so the seven things you don't know about credit repair or the nine things you didn't know about arthritis because if I have arthritis and there's nine things I don't know about arthritis like I'm going to have to click on that now you better make sure you're actually putting things in front of me that I don't know
Escúchalo en el minuto 6:09
Estrategia de contenidosApalancar temas 'aburridos' pero universales que la audiencia consume o vive a diario genera significativamente más engagement y alcance que abordar temas exóticos o sofisticados que atraen teóricamente pero se consumen rara vez.
left to the whole potful and yet twice as many likes as is the the second runner-up uh with almost 16 000 likes and a thousand comments because it's way more common it's the ubiquitous truth go figure out what you're boring ubiquitous thing is and then create your content on cake but I had green beans 48 hours ago you know what I mean like that's right and I had scrambled eggs yesterday so yeah so sometimes it's the simplest
Escúchalo en el minuto 31:10
Canales de adquisiciónPara convertir tráfico completamente frío (nivel 1), estructura los video ads en tres partes: captar atención inicial con movimiento, enseñar una técnica o solución práctica de valor ('teach'), y cerrar de forma fluida con una oferta directa relacionada ('pitch') como siguiente paso lógico.
at level one traffic one of the most uh campaigns that that we use is the teach and Pitch it's a teach the teach and Pitch video ad I've talked about it basically the formula is at level one traffic you have motion to begin the video and then you teach them something and you teach it and you teach it and then at the end you say Hey you know if you like here's my offer and then you get the attack that top of funnel level one traffic right but also go for the sale and getting the sale because you've indoctrinated them through teaching you've given value and then the next logical step in the…
Escúchalo en el minuto 25:30
Canales de adquisiciónPara hacer publicidad en plataformas restrictivas (como Google o Meta) de productos o servicios penalizados o regulados, se debe crear contenido de alto valor enfocado estrictamente en el punto de dolor del usuario sin mencionar la solución restringida, ya que las políticas sancionan la sustancia o producto específico y no el problema que resuelve.
how to market for uh penalized products or services so if there's something Google and Facebook don't want you advertising for and there's there's a but if there's something Google doesn't want you to market for Facebook doesn't want you to market for uh the trick and folks the trick is to speak to the pain Point without speaking to the solution because it's not the pain that's being uh what would you say restricted it's the solution specifically it's being restricted and you do that with content and so you have really high value content speak to the pain Point using
Escúchalo en el minuto 4:10
Framework de cuatro pilares para diagnosticar la adquisición digital
Medición y experimentosPara auditar y resolver problemas de rendimiento en la adquisición de clientes online, el sistema debe desglosarse en cuatro pilares críticos: creatividades, infraestructura de seguimiento (tracking), armonización y gestión de tráfico en plataformas, y arquitectura de conversión post-clic.
on the screen is sort of the master plan that we have it's called customer acquisition amplification it's a very in order to sort of run and diagnose what the problem is with a customer when use this framework and there's basically there's four separate sections which is creative number one tracking number two traffic harmonization which is how you everything that's after the click we call that conversion architecture so we really break down this four sections of like to succeed online where is your
Escúchalo en el minuto 17:26
Mensaje y copywritingPara convertir tráfico frío en video en aproximadamente un minuto, se recomienda estructurar el anuncio mostrando la marca con movimiento en los primeros 3 a 6 segundos, presentar beneficios inmediatos, respaldar con sellos de credibilidad en medios, educar sobre el ingrediente o mecanismo activo citando estudios, y cerrar con un llamado a la acción sobrepuesto a un testimonio.
motion for the product then again some motion I believe in the first three to six seconds it actually shows the brand then there's benefits Feel the credibility all right as seen on New education dozens of Studies have shown so talking about not the product itself but the actual ingredient that's in the product and highlighting it so you're attribute of the product and attaching a benefit to it by educating and also and then the final slide in the video and this is maybe a minute video this happens super fast okay is a testimonial call to action which was one of our overlay of of text with a…
Escúchalo en el minuto 45:51
Mensaje y copywritingPara convertir tráfico frío en video en aproximadamente un minuto, se recomienda estructurar el anuncio mostrando la marca con movimiento en los primeros 3 a 6 segundos, presentar beneficios inmediatos, respaldar con sellos de credibilidad en medios, educar sobre el ingrediente o mecanismo activo citando estudios, y cerrar con un llamado a la acción sobrepuesto a un testimonio.
motion for the product then again some motion I believe in the first three to six seconds it actually shows the brand then there's benefits Feel the credibility all right as seen on New education dozens of Studies have shown so talking about not the product itself but the actual ingredient that's in the product and highlighting it so you're attribute of the product and attaching a benefit to it by educating and also and then the final slide in the video and this is maybe a minute video this happens super fast okay is a testimonial call to action which was one of our overlay of of text with a…
Escúchalo en el minuto 45:51
Canales de adquisiciónSeparar y adaptar las audiencias y anuncios de retargeting según la etapa específica del prospecto en el embudo puede generar de forma casi inmediata una mejora del 20% al 30% en el rendimiento de los anuncios.
uh on levels of traffic and I'm saying it as a huge problem right now it's probably something that your media buying team or maybe your agency right now is not doing and it's an easy way to get a 20 30 lift on your ads almost immediately we're going to talk about
Escúchalo en el minuto 10:30
Embudo de dos pasos con contenido educativo y remarketing externo para nichos regulados
Canales de adquisiciónPara promocionar productos en categorías con fuertes restricciones publicitarias sobre promesas o curas (como salud o suplementos), se pueden lanzar campañas económicas de clics/visitas hacia contenido puramente educativo sobre el dolor o la condición, y luego impactar a esa audiencia autocalificada mediante plataformas de remarketing con normativas de compliance más flexibles.
content go out into Google and Facebook and then and then you're just running either like a Max clicks or Max view Campaign which are the cheapest campaigns you can possibly run but what's nice about it is nobody who clicks on that content is going to be unqualified right because why would you be interested except that you're experiencing this pain Point once they've landed on the page then you use all the naughty remarketing tools you know things that will let you like adroll will let you remarket anything let's say but if you did want to Market something that for whatever reason you're not…
Escúchalo en el minuto 5:03
Utilizar temas básicos y universales en anuncios para maximizar el engagement en frío
Estrategia de contenidosEn la captación de tráfico frío, enseña temas cotidianos y fundamentales que la mayoría cree dominar (el efecto 'huevos revueltos') en lugar de temas complejos o de nicho extremo; la familiaridad atrae a un público amplio y detona retención, debate y comentarios.
because it wouldn't it's not like how to cook chimichurri you know what I mean like the one thing that you might cook once a year everybody has their scrambled eggs like every business every offer every service and the thing about scrambled eggs is they're not sexy they're not important they're not helpful uh because everybody knows how to cook scrambled eggs and yet that's why you want it because it appeals to literally everybody it's ubiquitous truth and so don't ignore the stuff that you think everybody already knows that's probably why it's attractive because they know it it's familiar…
Escúchalo en el minuto 29:06
Presentación de transformaciones (antes/después) respetando las políticas de anuncios de Meta
Canales de adquisiciónPara evitar rechazos y bloqueos en Meta dentro de nichos como la belleza, no se deben usar comparaciones agresivas de antes/después en sucesión rápida ni copies que señalen directamente atributos corporales o defectos personales; en su lugar, se integra el estado inicial de manera orgánica en el tutorial y se exhibe el resultado final como demostración de beneficios.
starts initially with like no makeup which is the other thing which I think is cool transparency wise and then she also shows it before not in quick succession because Facebook doesn't like that but it also shows all right this is good question to start off in the beauty Niche which does not call out like body parts or you know personal attributes after state is what you show I should state but the point is the after State and this is ta-da this is what I look
Escúchalo en el minuto 42:34
Vender paquetes de productos mediante tutoriales «Caballo de Troya» y Collection Ads
Canales de adquisiciónPara vender un lote de productos a tráfico frío, vende el resultado o beneficio final (como un 'look' completo) a través de un tutorial breve y dinámico, combinándolo con un formato de anuncio de colección (Collection Ad) para permitir la compra inmediata de cada producto utilizado mientras se reproduce el video.
but this is the same kind of thing this is level one this is people who don't is we're trying to sell a basket of in this particular case Cosmetics okay but we're selling the basket of cosmetics by selling the look so the look in this particular case is a it's not a feature it's a benefit so looking for an easy way to highlight your natural beauty like that's the hook that's the line you know the no makeup makeup tutorial uh once again motion to start this one too I think in the first three to six seconds which is important and showing really so then there's the title and then explain all…
Escúchalo en el minuto 36:51
Alinear el texto del anuncio con el mensaje del creativo en campañas de Meta Ads
Mensaje y copywritingDiversificar los videos o creativos en Meta Ads no es suficiente si se reutiliza el mismo copy en la parte superior; el texto debe adaptarse y coincidir con el ángulo y mensaje específico transmitido en cada creativo.
with some of these agencies what you might do is you might actually swap out your creative but then you use the same messaging on the top and people like if you're using the same ad copy at the top of the ad and I'm talking specifically about meta it doesn't matter what your creative is like a creative diversifying your creative which is your video in this case might give you some lift but match the copy with what the messaging is in the problem so it's more work but you not everybody is going to respond to the
Escúchalo en el minuto 34:19
Canales de adquisiciónAl utilizar campañas automatizadas como Performance Max o Advantage+, se deben suministrar creatividades adaptadas a distintos niveles de consciencia y objeciones para que el algoritmo optimice su distribución según el momento del usuario.
examples of each one and where to use it based upon the level of traffic and if you're doing performance Max or if you're doing doing Advantage Plus these are assets you should throw into the pot you know and have the algorithm sort out where they should best be shown because um and then it's really it's a matter of formula that I I got them interested now it's just a matter of me overcoming the objections to eventually get them to
Escúchalo en el minuto 22:23
Depender únicamente de características y descuentos frena el escalado en tráfico frío
Mensaje y copywritingRepetir un único tipo de mensaje basado solo en características del producto y descuentos sin diversificar creatividades ni educar al público limita el crecimiento y satura la audiencia en campañas de pago.
if you're just using one message and that's it and this is what I see over and over and over again I see one all benefit based or sorry not all benefit-based all feature based no benefits just features of the product features of the product discount and they have tapped out at like forty fifty thousand dollars a month in in spend like well no wonder you're hitting the same audience with the same message at video or you can diversify your top of funnel messaging we do that through a that here today but diversity of message is very very important
Escúchalo en el minuto 22:42
Mensaje y copywritingImpactar a la audiencia en todos los niveles de tráfico con el mismo mensaje y centrarse únicamente en características técnicas en vez de beneficios perjudica el rendimiento publicitario; es fundamental diversificar los mensajes y adaptarlos al nivel de conciencia del usuario.
made this is what I see over and over and over again I see one specific type of message like we just did a an audit for a great company yesterday all feature based no benefits you're hitting the same audience for the same message at every level of traffic no retargeting diversity of message is very very important
Escúchalo en el minuto 0:15
Oferta y precioOfrecer un tutorial sumamente básico con una entrada de muy bajo costo ($1) reduce la fricción de compra inicial y permite monetizar posteriormente al cliente con servicios o membresías de alto ticket (como programas de $10.000).
marketer uh ecosystem was Ryan dice's dollar he got up and he taught I forgot I think he taught how to install the Facebook pixel or something like the most basic thing and then he's like and if you want more tutorials like this join lab for a dollar and I signed up thinking like oh I'm just gonna pay this idiot one dollar cancel and instead I ended up at TNC giving him ten thousand dollars to be a certified partner joke was on me but
Escúchalo en el minuto 32:12
Oferta y precioOfrecer un tutorial sumamente básico con una entrada de muy bajo costo ($1) reduce la fricción de compra inicial y permite monetizar posteriormente al cliente con servicios o membresías de alto ticket (como programas de $10.000).
marketer uh ecosystem was Ryan dice's dollar he got up and he taught I forgot I think he taught how to install the Facebook pixel or something like the most basic thing and then he's like and if you want more tutorials like this join lab for a dollar and I signed up thinking like oh I'm just gonna pay this idiot one dollar cancel and instead I ended up at TNC giving him ten thousand dollars to be a certified partner joke was on me but
Escúchalo en el minuto 32:12
No saltarse etapas en el proceso de adquisición de clientes
ConversiónEl proceso de compra requiere respetar etapas secuenciales de confianza y familiaridad; intentar cerrar la venta directa en frío sin construir las fases previas deteriora la efectividad de la captación.
and the buying process although the is these steps are vital in order to get that person who doesn't know who you are the 14 levels if you skip any two means you have to follow the process we've been taught not to skip steps um customer acquisition is really the same thing we keep trying to skip steps straight to level five there's ain't gonna be nobody there to meet you you know you like this levels one two three and four is where you kind of build the ground swell so you can finally close
Escúchalo en el minuto 20:18
Encontrar ángulos para anuncios educativos usando conocimientos básicos que das por sentado
Mensaje y copywritingPara crear videos educativos de captación eficaces, identifica las acciones o conceptos más elementales de tu producto que realizas de forma automática. Lo que para ti es obvio y cotidiano suele ser el contenido de mayor valor y novedad para una audiencia fría.
perfect like think about the most basic thing and sometimes that's what we we all right we need a nugget from you think about something that's the most basic thing that you do without even thinking about it that people probably don't know about and those are some of the best nuggets that is probably an idea whatever that thing is about your product that you know and you take for granted that everybody knows is the thing that you should probably put in a teaching pitch
Escúchalo en el minuto 35:45
Escalar negocios maduros saliendo de la puja de alta intención hacia la educación en la parte alta del embudo
Canales de adquisiciónCuando un negocio llega a un techo de facturación y los CPCs en palabras clave de alta intención se saturan por la competencia, la estrategia de escalado requiere dejar de pelear en ese océano rojo y pasar a generar y expandir el mercado mediante contenido educativo y autoridad en la parte alta del embudo (TOFU).
like you're you're in this website conversion sort of battle with everybody else you're in the battle on Google search for you know the high intent keywords and you know those those cpcs aren't coming down anytime soon you know the more competition that there is the uh the cpcs are going to be no matter how great your ads are but the point is is that traffic that is the bloody red ocean of digital marketing where you sort of elevate yourself and also become an authority in the space but not provide necessarily the solution is by that are like hey you know we've reached 60 million 35 million…
Escúchalo en el minuto 6:48
Medición y experimentosEn anuncios de video dirigidos a audiencias frías (Nivel 1 de consciencia), la conversión de compra directa inmediata suele rondar el 1% o menos, alcanzando un 3% en ejecuciones excepcionales, lo que obliga a tener estrategias para el 99% que no compra de inmediato.
not everybody's gonna buy let's say in a realistic but maybe a pessimistic uh projection is maybe one in a hundred people that see that video are gonna just click and buy like if you're really good three you know 100 but it's probably gonna be one or less what do you do with the n99 others
Escúchalo en el minuto 48:36
Medición y experimentosEn anuncios de video dirigidos a audiencias frías (Nivel 1 de consciencia), la conversión de compra directa inmediata suele rondar el 1% o menos, alcanzando un 3% en ejecuciones excepcionales, lo que obliga a tener estrategias para el 99% que no compra de inmediato.
not everybody's gonna buy let's say in a realistic but maybe a pessimistic uh projection is maybe one in a hundred people that see that video are gonna just click and buy like if you're really good three you know 100 but it's probably gonna be one or less what do you do with the n99 others
Escúchalo en el minuto 48:36
Medición y experimentosEn anuncios de video dirigidos a audiencias frías (Nivel 1 de consciencia), la conversión de compra directa inmediata suele rondar el 1% o menos, alcanzando un 3% en ejecuciones excepcionales, lo que obliga a tener estrategias para el 99% que no compra de inmediato.
not everybody's gonna buy let's say in a realistic but maybe a pessimistic uh projection is maybe one in a hundred people that see that video are gonna just click and buy like if you're really good three you know 100 but it's probably gonna be one or less what do you do with the n99 others
Escúchalo en el minuto 48:36
Marca y posicionamientoLa diferenciación sostenible se logra al iterar y evolucionar la propia identidad y propuesta hasta crear una combinación única e irreplicable que te posicione como una categoría propia, eliminando la comparación directa con competidores.
Naval rabacon has a really good tweet about this actually he said you keep Reinventing yourself until you're a category of one and he's got a fun image like random squiggly line that nobody could ever replicate and that's that's
Escúchalo en el minuto 1:11
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