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The Secret to Profitably Scaling Your Product Line Without Going Broke | Perpetual Traffic EP 618

24 ideas de marketing sacadas de «The Secret to Profitably Scaling Your Product Line Without Going Broke | Perpetual Traffic EP 618», de Perpetual…

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Diversificación de catálogo con presupuesto incremental protegido por el MER global

Medición y experimentos

Para testear nuevos productos sin poner en riesgo la facturación de un producto estrella, no se debe desviar el presupuesto publicitario del producto principal. En su lugar, se debe asignar un presupuesto publicitario adicional e independiente (en un sandbox aislado) y monitorear el MER global (Marketing Efficiency Ratio). Esto permite absorber rendimientos publicitarios más bajos en fases iniciales de prueba (por…

products and you've got one bestseller that's just continuing to do well like don't take ad spend or media spend I'm media spend just in general away from that best product don't harm the big goal that's beauty of myrrh it's a beauty of myrr so for Step what incremental ad spend what separate additional ad spend can we use to test these other products at a safe level to what never fall below a global three mer right if you add in an ad spend to new products and it gets a 2.5 and your main product is getting a 3.5 you have still a 3X media efficiency ratio profitable my if you add in more…

Escúchalo en el minuto 47:12

Financiar el testeo de nuevos productos con presupuesto adicional y no canibalizando el producto estrella

Canales de adquisición

Al diversificar el catálogo mediante anuncios, las pruebas de nuevos productos deben financiarse con presupuesto incremental en lugar de reasignar el presupuesto del producto ganador. Retirar inversión a un producto con CAC y rendimiento validados reduce el tráfico principal y desestabiliza los fundamentales económicos del negocio.

a 35 degree angle but then add additional budget for testing this other product maybe at a lower spend and sort that was but the the spend was reallocated as opposed to added in in sents however at the expense of what yep got a nice trend line like ad spend equals new customers at a CAC that actually makes sense or an end that makes sense you take away that all of a sudden the business fundamentals

Escúchalo en el minuto 35:06

Escalar solo la parte superior del embudo desbalancea la eficiencia publicitaria

Medición y experimentos

Aumentar el presupuesto publicitario exclusivamente en la etapa de captación inicial esperando que las ventas globales se multipliquen es un error. Si no se refuerzan y financian proporcionalmente las etapas intermedias de educación, conversión y recompra, el flujo de tráfico se corta y la eficiencia general de medios (MER) se deteriora.

resold MH what happens is they try to upset the traffic flow by pushing harder in one portion of the journey and okay if I see that my 10x mm means that this portion started here continued here converted here reconverted here in order to keep a ratio a med fici r all cash in all cash out your all cash in needs to be divided by how much Journey did each area produce and add in the ad spend equally to those suggestion on well if we just started more people but we didn't continue with the more education we didn't continue to try to convert them more we didn't continue to try to reconvert them…

Escúchalo en el minuto 16:03

La atribución aislada por canal ignora el efecto multiplicador de la publicidad pagada

Medición y experimentos

Evaluar el rendimiento del marketing en silos sin reconocer la influencia del paid media sobre las ventas orgánicas, el email marketing o los marketplaces (como Amazon) conduce a decisiones erróneas. La inversión publicitaria alimenta directamente el volumen de búsquedas de marca, el registro de suscriptores y las conversiones indirectas en otros canales.

there it is is this is the revenue distribution Trend paid media delivered 900k okay but organic 615,000 means that no one ever Googled their brand name organically which I find yeah that's impossible and then email delivered 15 56 but no one ever signed up for an email that came from Paid media so that's another thing that's impossible then Amazon organic mean that no one ever Googled the brand name on Amazon ever from a paid media and made and we never bid on our brand name in Amazon what's interesting is this is where myrr is healthy however because we're measuring Silo the suggestion…

Escúchalo en el minuto 41:36

No desvíes presupuesto de tu producto estrella para probar nuevos productos

Canales de adquisición

Al diversificar el catálogo, no retires inversión publicitaria de tu producto más vendido ('hero product') para financiar pruebas de nuevos artículos; introduce los nuevos productos con presupuesto incremental controlado para evitar caídas en conversión y aumentos en el costo de adquisición.

internal uh discussion that happened on a on our client side that says we should start to test other when other products were introduced a lot of agencies media buyers clients would agree let's pull some asmen from over here and push it into the other was the pullback on the best-selling item was kind of the Tipping Point into the reduction so the Tipping seen what end up happening was enac was affected enac the cost per required first-time customer went up it was more simplistic thinking was well what if we just kept the traffic going here and kept the sales going here by not pulling any…

Escúchalo en el minuto 32:30

Uso de MER como métrica de eficiencia para asegurar rentabilidad al escalar ingresos

Medición y experimentos

Fijar solo metas de ingresos brutos es peligroso porque se puede alcanzar el objetivo gastando más de lo generado; el MER (Marketing Efficiency Ratio) debe actuar como la métrica de control estática que relaciona ingresos combinados con gasto publicitario total, protegiendo el margen de beneficio mediante canales orgánicos y retención por email.

but the measurement should not be um the measurement should be very very static you can use other influencing metrics but what you are measuring to that goal has to be Rock Solid and I love the fact at so it's not versus use total revenue as your target but the way to measure that is myrr so for example if I need $10 million in total revenue Dave I couldn't say okay I'm gonna spend 50 million to get there I achieved the goal but I have A3 mrrr like okay now I'm homeless but you hit the goal like so that's why you say I hit the total revenue goal but I can't lose money getting that total…

Escúchalo en el minuto 51:59

La rentabilidad global (MER) rige la retención del cliente por encima del ROAS atribuido

Medición y experimentos

Los clientes evalúan el éxito de una estrategia de medios por la rentabilidad general del negocio (MER) y la escala de ingresos, no por métricas de atribución dentro de la plataforma (como el ROAS de campañas específicas). Un ROAS alto en una campaña no previene la pérdida de clientes si el negocio global pierde dinero, y viceversa.

client I would say if I can keep your media efficiency ratio above A4 and I can scale your spend and your Revenue would you be happy and profitable but fire me because one campaign has a 68% row 500% Raz in that campaign would you say board so the people will only fire you off of myrr period period you all have profitable and scaling but that campaign never fire you when the myrh is good and you they trust profitability your of the day they're not hiring you for a 300% row ass on Facebook they are hiring you because they want more myr they just becomes back to business metrics versus…

Escúchalo en el minuto 55:23

Memorizar los primeros 15 segundos para superar el pánico escénico al hablar en público

Estrategia y decisiones de negocio

Para mitigar el miedo escénico y la ansiedad al hablar frente a una audiencia, se recomienda memorizar y ensayar intensamente (alrededor de 20 veces) los primeros 15 segundos de la presentación; una vez superada esa transición inicial, el resto del discurso fluye con naturalidad.

always told people who had a lot of stage fright is memorize your first 15 seconds so so much so that you never even because that's the hardest part remember like I still do that to this day and rehearse that like 20 times and then the rest of the thing kind of comes naturally once you get into the flow

Escúchalo en el minuto 3:10

Evalúa el ecosistema integral de marketing en lugar de aislar canales por atribución individual

Medición y experimentos

Ningún canal publicitario genera awareness, convierte y fideliza de forma aislada; cada punto de contacto (Meta, Google, Amazon, email, SMS) participa en una fracción del viaje del cliente. Guiar las decisiones de inversión únicamente por el ROAS atribuido a un solo canal crea silos ciegos y oculta el impacto cruzado que los canales de pago tienen sobre canales orgánicos y marketplaces.

typically do is they look at attribution they try to figure out the why and they try to force a why rather than understanding the traffic flow and how it's attributed which means each channel will only measure a portion of that person's Journey Only to the asent in that channel it's not the channel bringing people awareness and selling optimization so the biggest fault of marketers right now that you see is that are over relying upon attribution and single channels and siloing as opposed to looking at the bigger picture which really is what myr like you can't tell me that paid traffic at top…

Escúchalo en el minuto 15:20

Medir el CAC de nuevos clientes de forma parcial distorsiona las decisiones de inversión

Medición y experimentos

Calcular el costo de adquisición de nuevos clientes (eNCAC) considerando únicamente las ventas de la tienda propia (como Shopify) e ignorando las ventas generadas en marketplaces (como Amazon) produce una métrica sesgada que induce a recortar tráfico erróneamente.

that I'm just GNA Define enac in case you're new to this channel here new customer acquisition cost new yeah these constantly in order to measure the health of the growth of new customers yep now fun fact we found I found out after I started to investigate that the enac target was only on people who were purchasing through their Shopify site but not the other half of the people that were purchasing on Amazon and a case here so measuring half of the global metric of enac we're not measuring all customers we're only measuring customers on a small subset that was the that was the simple…

Escúchalo en el minuto 30:13

El ratio de eficiencia de marketing (MER) debe prevalecer sobre la atribución por canal

Medición y experimentos

El ratio de eficiencia de marketing (MER / Marketing Efficiency Ratio) debe ser la métrica principal para medir la rentabilidad global de la inversión publicitaria; los modelos de atribución por canal son secundarios y nunca deben colocarse por encima del rendimiento macro del negocio.

the Smart Companies measure their effectiveness of or their efficiency of their media through this metric but I well well attribution for some reason Trump's myrr and that that that's what I don't get attribution should never Trump the if you're attribution is good you should be able to achieve a better myr and that's actually never the case never is your media efficiency ratio is at a 10 and how you see that being attributed is secondary that is just the

Escúchalo en el minuto 13:53

No optimizar campañas TOFU basándose únicamente en la atribución de último clic

Medición y experimentos

Los anuncios de captación inicial en la parte alta del embudo (TOFU) suelen parecer poco rentables si se miden de forma aislada, ya que el crédito de conversión final suele llevárselo una búsqueda en Google o un email; por ello, la toma de decisiones debe guiarse por la eficiencia global (MER) y no por el último paso.

through you have to actually persuade them with different types of creative different types of messaging all the way through until they ultimately probably do a Google search check you guys check it out you know and then Google you know brand or a high value keyword gets the ultimate credit from an attribution standpoint and everything else is discounted because like the last couple if I just measured the last step is going to look fantastic but that won't grow your business but if I just measure the first step it's going to look fairly terrible like 1.77 you're G to get mad the Top Line myrr…

Escúchalo en el minuto 20:42

Reducción del costo de adquisición de nuevos clientes (nCAC) mediante el desglose del gasto por etapa del journey

Medición y experimentos

Para reducir el nCAC (costo de adquisición de nuevos clientes), es necesario medir cuánto se invierte exactamente en cada fase del customer journey (descubrimiento, consideración, conversión) en lugar de forzar presupuesto en una sola etapa (como sobredimensionar el remarketing), lo cual encarece la adquisición al generar cuellos de botella e ineficiencias.

reduce the cost of new customers and CAC multiple sequences of a customer Journey where they find out about you where they click where they be remarketed where they convert and where the LTV you should understand the customer Journey first you will never affect enac unless you truly understand how much you're paying for each part of the customer Journey once you identify that you're going to see areas that you are overs of all sections like push more remarketing to help everything you'll see that that will become inefficient and your enak will go up as you add in will only be able to reduce…

Escúchalo en el minuto 59:04

El MER (Media Efficiency Ratio) como ROAS global de la empresa

Medición y experimentos

El Media Efficiency Ratio (MER) se calcula dividiendo los ingresos totales del negocio entre el gasto total en marketing y publicidad en todos los canales combinados (incluyendo tienda web y marketplaces como Amazon), operando como una métrica de ROAS global.

everyone what media efficiency ratio ratio simply stands for all of your marketing dollars that you spend divided by all of the revenue that you're receiving yeah so it's actually all the revenue you're receiving divided by the money that you spend but it's a versus it's simple ratio think of it like if you know Raz it's company Raz right it's the best way to do it and that will include Amazon as well like all channels not just shop

Escúchalo en el minuto 25:48

La desalineación en marketing ocurre cuando cada área optimiza métricas aisladas en vez del objetivo global de negocio

Medición y experimentos

La ejecución y la estrategia fallan cuando el equipo creativo, la estrategia y los compradores de medios miden su éxito con métricas locales desconectadas del objetivo global de ingresos (Topline goal). Esto provoca que cada parte afirme haber hecho su trabajo individualmente mientras el negocio en su conjunto no alcanza su meta.

the but this synchronization between stakeholders never happens and it's goal is achieved and there everything else underneath that goal is noise if it's not talking about that Topline goal implemented those are where everything breaks down and everyone circles around they did their job it's not their fault that you didn't reach your goal but that's because they were measuring something else yeah what was important to them what's important to creative is not important to strategy what's important to strategy is not important to Media buyers what's important to Media buyers has nothing to do…

Escúchalo en el minuto 10:45

Alineación de la adquisición de clientes con el LTV en lugar de métricas tácticas aisladas

Medición y experimentos

El éxito de la adquisición no debe medirse únicamente por métricas aisladas de plataforma como el ROAS inmediato, sino por la economía unitaria respaldada por el valor de vida del cliente (LTV), lo que permite operar en punto de equilibrio en la primera compra si el modelo genera margen a través de recompras.

achievement of the goal yeah it's almost like the Topline goal and then as to which the secondary goal was measured to make sure that the Topline goal is on track sort of became the priority at the sacrifice of the Topline goal right and harder question to say like hey can you get a 400 rows yes hey can you double my company oh but those two should be synonymous and it's not and it's scary the end and the end is the growth of the business in a profitable way and that typically includes acquiring new customers at a cost that makes Financial sense that could mean you know having a return on ad…

Escúchalo en el minuto 6:15

El aumento artificial del MER al recortar inversión enmascara la pérdida de tracción en ingresos

Medición y experimentos

Al reducir el gasto publicitario, el ratio de eficiencia de marketing (MER) puede parecer momentáneamente más rentable debido a la inercia de clientes ya impactados. Sin embargo, recortar presupuesto de los productos más vendidos para intentar diversificar suele provocar caídas drásticas en ventas e impedir alcanzar las metas globales de facturación.

2.1 million well that five that that reduction actually made it 3.86 mer sure that yeah more profitable right right we all know that when you scale things get a little bit tighter when you pull back things look a little bit easier because you've already paid for the users ever going to buy anyway right so economies started reviewing this was well if we needed our Revenue Target to go up why did our spend go down very simple and the Catalyst was well we decided to test other products and it was kind of agreed upon that the reallocation of funds would be used for diversification fast forward…

Escúchalo en el minuto 40:08

Disparidad entre el ROAS atribuido directo y el ROAS combinado (MER)

Medición y experimentos

En campañas de adquisición complejas, el ROAS atribuido directamente al tráfico pagado puede marcar 1.77 mientras que el ROAS combinado del negocio (MER o Blended ROAS) alcanza 4.02, debido a que las herramientas de atribución no registran todo el recorrido del usuario.

part so we're getting a four this is Blended row as in Wicked This is Media efficiency ratio all cash in all cash Blended Raz is a 4.02 traffic M all paid traffic Raz I guess I would say is 1.77 so how do you get to a from a 1.77 to a track just the portions of those Journeys that is a

Escúchalo en el minuto 22:40

Recortar el sobregasto en etapas del customer journey reduce el CAC sin afectar el volumen

Medición y experimentos

Identificar y reducir el presupuesto publicitario excedente en una fase específica del recorrido del cliente (como awareness) permite disminuir el costo de adquisición global (eCAC) manteniendo intacto el volumen de conversiones.

selling the awareness campaign you're overspent in a part of a journey when you find out the overspent in the part of the journey and you pull that back you'll see enak reduce volume will not change and your cost will become less because that was overspent yeah we could

Escúchalo en el minuto 1:00:10

Riesgo de medir canales de pago y marketplaces de forma aislada

Medición y experimentos

Analizar la publicidad pagada y los resultados en marketplaces (como Amazon) como silos independientes es un error grave: el tráfico de pago genera notoriedad que a menudo se convierte en búsquedas de marca en Amazon, y los usuarios rebotan entre plataformas según la disponibilidad de producto.

you start separating them out thinking that paid media and what happens on Amazon is two separate things this is an e-commerce brand that we're going to be talking about here like that's a huge mistake it's a huge mistake because you're not really looking at myrr you're still looking at a channel you're like oh well you know my organic I paid on Amazon is doing great well where do you think that organic awareness is actually coming from and are you are you bidding what's funny is you may get the first click on Amazon but your product that they want maybe isn't on Amazon because it's a skew…

Escúchalo en el minuto 26:38

Testeo sistemático de catálogo secundario para diversificar y multiplicar el techo de facturación

Oferta y precio

Probar activamente productos secundarios o inventario acumulado permite descubrir nuevos productos estrella (en una proporción típica de 2 éxitos por cada 10 testeos) que complementan o superan al producto principal y elevan significativamente los objetivos de facturación sin arriesgar el negocio base.

all right we have a product that really sells at a certain point maybe we'll saturate the market maybe we won't but so we need to diversify plus we sitting on this other inventory we want to get rid of it right you know so I get it you need to do it absolutely it's agreed just to not to test for sure like I would say like if it would be if we have all these things sitting in a warehouse and it's a similar product to our bestselling product absolutely test it out of 10 products you might find two that are just as good as your main one and now your now your 12 million goal turned into a 36…

Escúchalo en el minuto 50:27

Media Efficiency Ratio (MER) de 3,22x con inversión de $690.000

Medición y experimentos

En la escala de medios pagados en ecommerce durante el primer trimestre (Q1), una inversión publicitaria de $690.000 generó $2.250.000 en facturación, alcanzando un MER (Media Efficiency Ratio) de 3,22.

it was proven by myrr q1 Revenue was 2.25 spend was 690 MH that gave us a 322 myrr this is what myrr is spend six 690,000 get 2.2 million 3.22 media efficiency

Escúchalo en el minuto 39:21

El tráfico publicitario valida la demanda, no compensa un mal producto

Investigación de mercado y cliente

Ninguna estrategia ni volumen de tráfico pagado puede compensar un producto que el mercado no desea; el tráfico funciona únicamente como una prueba de estrés para verificar si el negocio y la oferta tienen tracción real.

right you know traffic is just the test to which does your business work yeah exactly like no amount of traffic or traffic strategy in the world is going to make up for the fact that you might not have a product that people don't

Escúchalo en el minuto 7:28

Caída de facturación por retirada de presupuesto basada en nCAC mal medido

Medición y experimentos

En una marca de ecommerce con meta de 12 millones de dólares anuales, un objetivo de coste de adquisición de nuevos clientes (nCAC) mal medido provocó un recorte de inversión que redujo la facturación de 683.000 a 513.000 dólares, a pesar de que el tráfico mensual subió de 257.000 a 264.000 usuarios.

goal a company goal to reach $12 million in annual sales and it was on track to we see that there is a February traffic going from 257,000 users to 264,000 users but we see the revenue go from 683 down to 513 like there was like a like a measured recently is by an enca Target the enca Target was kind of all of a sudden after this change here not currently being met and because that enca Target was in my opinion measured incorrectly not being met it caused pullback so this is not this is not a um

Escúchalo en el minuto 29:08

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