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They Were Spending $115K a Month Without Knowing What Worked
17 ideas de marketing sacadas de «They Were Spending $115K a Month Without Knowing What Worked», de Perpetual Traffic. Sobre todo de canales de…
- 17 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 36 min
- Publicada en 2026
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Medición y experimentosPara optimizar las campañas pagadas hacia compradores reales y no solo hacia clics o registros sin valor, se deben reimportar los datos de las ventas cerradas (incluyendo pedidos telefónicos o ventas offline registradas en el CRM) hacia Meta, Google o plataformas programáticas. Esto entrena a los algoritmos para buscar perfiles con patrones idénticos a los de clientes de pago efectivos.
However, having said that, we still want to import the data for the actual sale from those phone orders. But any CRM can be imported. The data from that CRM can be imported back into the platforms. But that information is very helpful for the platform to be able to optimize and find more people like those people. You want buyers. You don't want people that just click and fill out forms and never buy. You want the algorithm to target within the audience that it's targeting with your creative and your ads using creative diversification. You want the algorithm to know which people are the ones…
Escúchalo en el minuto 25:25
Transición gradual del presupuesto de fondo de embudo a canales de prospección superior
Canales de adquisiciónPara reducir la dependencia de canales de búsqueda de fondo de embudo (Google o Amazon) y escalar hacia canales de prospección (Meta, anuncios nativos, TV conectada), se debe redirigir el presupuesto paulatinamente durante 4 a 5 meses en lugar de hacerlo de golpe, preservando temporalmente las palabras clave rentables para no comprometer el flujo de caja.
And so that would be the last portion of our recommendations here is to slowly shift budget. where we shifted budget on Amazon as well as on Google. Nearly 90% of their ad spend was shifted from $60,000, $50,000 a month in ad spend down to less than $5,000 per month on both of those platforms. All of that spend was then pushed over to top of funnel channels like native advertising, connected TV, and of course, meta. We wouldn't do it all at once. We did that over a four to five months period sort of slowly because a lot of those high value keywords that you're probably relying on in your…
Escúchalo en el minuto 33:31
Alinear páginas de destino específicas con cada anuncio en lugar de enviar a la home
ConversiónDirigir el tráfico pagado a una página de inicio genérica diluye la intención del usuario y actúa como un punto de fricción. Para maximizar la conversión, las páginas de destino deben estar diseñadas específicamente para coincidir con la promesa y la experiencia del anuncio que generó el clic.
Another issue is that they have misdirected traffic. So paid social traffic was landing on their homepage in many cases and not specific pages or not pages that were specific to the advertising and just sort of a generalized information page. Oftentimes you don't get a click, but when they do click, they have dedicated pages that are specific to that ad. So when you're sending most of your traffic to a generic homepage, it's a good place to start, but it's also another potential choke point for you because you really do want your ads to match the experience that they have once they actually…
Escúchalo en el minuto 16:04
Transición de captura de demanda en Google a creación de demanda en Meta
Canales de adquisiciónPara escalar la adquisición y reducir costes, se debe destinar cerca del 80% del presupuesto a plataformas de creación de demanda (Meta, Programmatic, YouTube) y limitar Google al 10-20% enfocado en búsquedas de marca, evitando depender de palabras clave de alta intención cuyos clics pueden superar los 20-40 dólares.
And you'll see that in this example here, which we're going to be talking about, as well as another case study that we'll be talking about in a future show, is that 70, 80% sometimes of their spend for their overall media spend is on Google. Those keywords are going to cost you $20, $30, $40 a click, which is really expensive. is that we try and get them to shift away from that very bottom of funnel demand capture platforms like Google and shift them over to more attention-grabbing and demand creation platforms like Meta and now Programmatic with our Programmatic division. So if you can…
Escúchalo en el minuto 10:20
Canales de adquisiciónPara escalar productos de ticket medio y alto en plataformas pagadas, se debe alimentar al algoritmo con una variedad de ángulos creativos: historias de fundadores (misión y origen), anuncios de estilo de vida aspiracional, comparativas directas ('nosotros vs. ellos'), demostraciones prácticas de producto, testimonios de clientes e intervenciones llamativas con IA para frenar el scroll.
You want the algorithm to target within the audience that it's targeting with your creative and your ads using creative diversification. And both really good examples of true creative diversification, where we're using founders ads, explaining the difference between their brand and why they started their brand. The story behind why they started it, what their mission is, all of that. Those are sort of founders story videos, as well as lifestyle, like this could be your life. Those are very good top of funnel awareness style ads or creative that engage people, get them interested in the brand…
Escúchalo en el minuto 25:57
Envío de conversiones offline al CRM para atribuir ventas de ticket alto cerradas por teléfono
Medición y experimentosEn negocios de ticket alto donde el cierre ocurre por videollamada o teléfono, es indispensable integrar conversiones offline desde el CRM hacia las plataformas publicitarias (por ejemplo vía Zapier) para que los algoritmos reciban la señal de compra y no queden a ciegas.
So a meaningful, a large share of their revenue is closed by phone. If you're selling $10,000 to $20,000 pieces of equipment, in this particular case, in the health and wellness space, Because as soon as you go offline and the salesperson is actually on a Zoom call and then enters the sale into your CRM, you need a way to be able to link that back to the platform and give the platform. That be able to link that data through an offline conversion is extremely important. So like I said, most of the closes, most of the sales actually happen by phone or through a manually created draft order, is…
Escúchalo en el minuto 12:46
Estrategia de contenidosEl perfeccionismo de marca y la obsesión por producciones impecables suelen crear cuellos de botella creativos y mermar el rendimiento en plataformas como Meta. Los anuncios grabados de forma sencilla con un teléfono ('lo-fi' o vídeo en bruto) frecuentemente convierten mejor que los anuncios de alta producción estilo televisión.
But this is very hypocal in a lot of businesses that are dedicated to their brand, which they should be first and foremost, is if you're too brand centric and you're too focused on your brand, you might miss some of the best opportunities to market that brand because you're stuck in this endless loop of, yes, I want to sell more of my stuff, but I want everything to look perfect. Sometimes the best brands that perform on Meta, for example, or the best performance brands are the ones that use what we refer to as lo-fi or more raw video. And this runs counter to a lot of brands that want to…
Escúchalo en el minuto 18:34
Diversificación creativa para captar al 95% en la zona de indiferencia
Canales de adquisiciónDado que solo entre el 1% y el 5% de los usuarios hacen clic en un anuncio de pago, centrarse únicamente en la experiencia post-clic descuida a la gran mayoría del mercado que está en la 'zona de indiferencia'. Para este 95% pasivo, se debe implementar una estrategia de diversificación creativa que interrumpa su atención en el feed y muestre múltiples ángulos a lo largo del tiempo, incentivando acciones directas o…
I will say this, however, a lot of brands get caught up on that after the click. When in fact only one to 2% or maybe 3%, let's say 5% of visitors actually click. If you have 100% of your traffic, 100 people see your ad, 95 stop, watch, never click. Five actually do click. However, what are you going to do about the 95%? That's where most of the market actually exists. And that market is what we call is in the zone of indifference. So that's how you actually gather their attention is through creative diversification in the news feed to interrupt them, get their attention, and then continue to…
Escúchalo en el minuto 17:15
Correlación directa entre el ticket promedio y la cantidad de impactos publicitarios requeridos
Canales de adquisiciónExiste una correlación directa entre el precio o ticket promedio (AOV) de un producto y el volumen de impresiones y creatividades necesarias antes de lograr la compra. Para productos de bajo costo (menores a $100) pueden bastar entre 10 y 20 impactos, mientras que para compras de alta consideración (de $4,000 a $25,000) se requieren decenas de toques (20 a 40+) en el feed antes de que el usuario siquiera haga clic o…
That needs a lot of convincing in the news feed and in the advertising before they actually click and go to the page, which is one of the most important things in today's digital marketing landscape. So like I said many times, there's a direct relationship or direct correlation between price of your product and number of touches, number of impressions, number of ads, number of creatives that you need to put in front of your ideal customer in order for them to ultimately consider to buy your product and ultimately purchase. So an example of this that we've talked about multiple times is we…
Escúchalo en el minuto 8:48
Optimizar campañas para llamadas asistidas en e-commerce de ticket alto con cierre telefónico
ConversiónEn ventas de alta consideración (tickets de $10,000 a $20,000) donde la transacción final ocurre por teléfono o pedidos manuales invisibles para las plataformas publicitarias, los algoritmos de anuncios deben optimizarse para el evento previo de mayor intención verificada, típicamente una llamada agendada a la que el usuario efectivamente asiste ('booked and attended call').
So one of the other parts to this is, like I said, there's phone sales and draft orders. Those are all invisible in the ad platform. So the ad platform itself is optimizing for a book scheduled call in some cases or an opt-in in other cases. You'd want to figure out in the continuum of events from the actual click to the website to the application to the next best step prior to the actual sale of the product usually is a booked call that is attended. So a booked, scheduled, attended call, oftentimes in a scenario like this with an e-commerce brand, high consideration. We're talking, you know…
Escúchalo en el minuto 24:31
Volumen mínimo mensual de creativos publicitarios recomendados
Canales de adquisiciónEl volumen mínimo indispensable de creativos publicitarios suele situarse en torno a 30 variantes mensuales para alimentar adecuadamente la captación (top of funnel) y la consideración (middle of funnel).
So in most cases, for most brands that come to us, we find that up to 30 creatives per month is sort of the bare minimum right now in order to really be able to capture awareness top of funnel, as well as start to convince middle of funnel.
Escúchalo en el minuto 31:53
Alineación de mensaje y testeo de fricción en formularios de captación
ConversiónEnviar tráfico pagado a la página de inicio genera desajuste con el mensaje del anuncio. Se deben utilizar páginas de aterrizaje dedicadas y testear la posición del formulario: colocarlo sobre el primer pliegue maximiza volumen, mientras que exigir desplazamiento hacia abajo incrementa la fricción pero cualifica a usuarios con mayor interés de compra.
Most of the traffic was actually going to the homepage. And most of the ad creative did not match what was being said on the homepage. And in many cases, the homepage, as we were analyzing this, is you had to do multiple scrolls to actually get to the application box, which sometimes is a good thing. In most cases, you want this to be above the fold. Now, the argument could also be made that someone who clicks on your ad and then checks you out, scrolls down to three thumb scrolls. That individual is more interested in potentially buying or more interested in your product. So this is…
Escúchalo en el minuto 26:52
El exceso de pulido y la trampa del fundador perjudican el rendimiento de los anuncios
Estrategia de contenidosEn publicidad de respuesta directa y performance, los anuncios con apariencia más rústica, nativa o poco pulida suelen convertir mejor que las piezas de alto presupuesto estético; la obsesión del fundador por mantener una imagen ultraprofesional con frecuencia sabotea el rendimiento publicitario.
The biggest challenge I think we're going to have here is founder-led marketing. So in their desire to maintain a very high level of professionalism on their brand, they oftentimes sacrifice the performance side of the marketing. And oftentimes, it's the less pretty ads. The ghetto, the better. Which means the more ghetto your ads are, oftentimes, those are the most effective ads.
Escúchalo en el minuto 34:25
La sobre-dependencia en captura de demanda eleva progresivamente el costo de nuevos clientes (NCAC)
Canales de adquisiciónDepender excesivamente de plataformas de captura de demanda activa (como Google Ads) sin complementarlas con canales de creación de demanda en la parte alta del embudo (Meta, YouTube, programática) genera una escalada continua en el costo de adquisición de clientes nuevos (NCAC).
Like I said, the biggest problem here is NCAC escalation. It's actually not a bad NCAC number, but that number has continued to rise. And it probably has a lot to do with the fact that they're over-reliant on the Google ad platforms, sort of the demand capture platforms as opposed to demand creation platforms like Top of Funnel with Meta, Programmatic, as well as on YouTube.
Escúchalo en el minuto 21:08
Métricas de inversión y NCAC en e-commerce de tickets de 10k-20k USD
Medición y experimentosPara un e-commerce de alta consideración con un valor promedio de pedido (AOV) de entre $10,000 y $20,000 USD y un gasto publicitario mensual de $115,000 a $120,000 USD, un costo de adquisición de nuevo cliente (NCAC) de $2,800 USD se considera un rango viable.
They're up at $2,800, which you would figure if, you know, you've got a 10 to 15, maybe even $20,000 purchase. It's actually not a bad NCAC number, but that number has continued to rise. So they're spending $115,000, $120,000 a month for a national ad campaign and running it largely on instinct without really any solid data. We're talking, you know, tens of thousands of dollars here potentially as far as the average order value.
Escúchalo en el minuto 21:11
Costo de adquisición de clientes en productos de alto valor para el hogar
Medición y experimentosEn el sector de sistemas premium de bienestar para el hogar con precios de entre $10,000 y $20,000 USD, el costo de adquisición de nuevo cliente (nCAC) en EE. UU. se sitúa en aproximadamente $2,800 USD.
Premium home wellness systems space, $10,000 to $20,000. Getting an NCAC of $2,800 in the U.S.
Escúchalo en el minuto 35:12
Diferencial de NCAC en productos high-ticket entre EE. UU. y Canadá por mix de medios
Medición y experimentosEn la venta de equipamiento de salud de 10.000 a 20.000 dólares, el coste de adquisición de un cliente nuevo (NCAC) alcanzó los 2.800 USD en Estados Unidos frente a 1.700 USD en Canadá, impulsado principalmente por la saturación de costes en Google Ads en el mercado estadounidense.
Their NCAC in the United States was about $2,800 to purchase a new customer. And in the Canadian market, it was $1,700. Almost a two-fold difference in the U.S. market versus the Canadian market. One of the reasons is, is because of their mix was largely on Google, which is going to cost you more in the U.S. markets typically versus Canada. If you're selling $10,000 to $20,000 pieces of equipment, in this particular case, in the health and wellness space,
Escúchalo en el minuto 12:12
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