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We Analyzed Our Biggest Client Failure (And This Is What We Learned)
22 ideas de marketing sacadas de «We Analyzed Our Biggest Client Failure (And This Is What We Learned)», de Perpetual Traffic. Sobre todo de canales de…
- 22 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 55 min
- Publicada en 2025
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Migrar a canales de interrupción si el precio es más alto y compite lado a lado en buscadores
Canales de adquisiciónCuando un producto tiene un precio sustancialmente más elevado que sus competidores sin un diferenciador obvio a primera vista, competir en Google Shopping expone de inmediato esa desventaja. En esos casos es preferible cambiar hacia canales de interrupción (como Meta Ads), donde el anuncio no aparece directamente junto a alternativas más baratas y hay espacio para construir valor antes de la comparación de precio.
when you're trying to compete in that type of space, my immediate response is get out of that bloody ocean as much as you possibly can or minimize it and look at other sources where you can do more interruption marketing and then differentiate yourself without the competitors on either sides steer more towards Meta because then at least our ads are not right next to the competitor's ads. Um, so even though we were more expensive, people might not Google Shopping just sort of highlights that deficiency in the product itself. competitive advantage. If you've got something that no one else has…
Escúchalo en el minuto 15:10
El riesgo de la fatiga de ofertas y la dependencia de descuentos
Oferta y precioRecurrir continuamente a liquidaciones y descuentos continuos genera fatiga de ofertas ('offer fatigue') y resaca de ventas ('sales hangover'), entrenando a la audiencia a comprar únicamente si dispone de un cupón y erosionando la capacidad de cobrar precios estándar.
said you have sales hangovers, you have offer fatigue. I mean everyone well not everyone many people are aware of like what happened to J. penny how they were just offered out and they went from being a place to go after to a place you're just if you don't have a coupon you don't go. So there's a lot of things
Escúchalo en el minuto 32:04
Desglosar ingresos de clientes nuevos frente a existentes antes de definir la estrategia de medios
Medición y experimentosAntes de iniciar una estrategia de paid media, se debe auditar el negocio separando los ingresos generados por clientes nuevos de los generados por clientes recurrentes. Si las ventas de clientes existentes están decayendo, una adquisición eficiente de nuevos clientes no compensará la caída global a menos que se acepten márgenes más bajos o se corrijan problemas estructurales del negocio.
right expectations and to really uh do a proper assessment of your business. Like are you declining? Are you growing? Are you still profitable? That changes the working with them like the visibility on new versus existing customer revenue because then we would have seen that their existing customer revenue was the difference of the new customer efficiency and the existing customer revenue. That both can be true at the same time. then we can be more efficient on the new customer side. But as long as they're not solving their business issues, they will see their existing customer revenue…
Escúchalo en el minuto 40:36
Evaluar la adquisición pagada separando los ingresos de nuevos clientes de los clientes recurrentes
Medición y experimentosMonitorear únicamente las métricas globales o la facturación total (topline) puede ocultar el buen rendimiento de las campañas de pago. Si la retención o las ventas de clientes existentes están cayendo, el negocio puede percibir pérdidas generales a pesar de que el costo de adquisición de clientes nuevos (eNCAC) y el retorno sobre nuevos clientes (eNMER) estén mejorando.
challenge to educate the client on the role of these NPIs and I explained that we could still grow the new customer revenue efficiently while their existing customer revenue was still going down. That that might not have anything to do with our paid media. Um, we did see amount for the ENACK and ENMER both improved. So, we were more efficient in um acquiring new customers through paid media, but because the topline metrics got worse because of the loss in existing customer revenue, they still saw that as a loss and did not allow us to kind of push through with that strategy.
Escúchalo en el minuto 17:16
La caída en retención de clientes existentes enmascara el rendimiento de la adquisición
Medición y experimentosAnalizar únicamente los ingresos totales o el ROAS global sin separar los ingresos de clientes nuevos frente a los existentes oculta problemas estructurales del negocio: si la base existente está decayendo, los incrementos en captación de nuevos clientes resultan insuficientes para frenar la caída agregada y pueden atribuirse erróneamente a un fallo en paid media.
to get that information but that's when we uncovered that 60% of the revenue was coming from existing customers and that had been declining year-over-year as the same time they are bleeding money on the existing customer side. um even if we were to generate an additional 50,000 in new customer revenue because of the percentages they were losing like 100,000 in existing customer revenue >> and therefore because they looked at the topline rows or more that number just went down over and over again. Uh and we
Escúchalo en el minuto 10:37
Retención y relación con el clienteAumentar drásticamente la frecuencia de envíos de email (por ejemplo, hasta tres al día) durante temporadas pico puede generar ventas a corto plazo, pero agota la base de datos y reduce los ingresos por correo a mediano plazo si no se alimenta continuamente con nuevos suscriptores.
sending out more emails, which they started doing. I think at the end of the season, they were sending out maybe like three emails a day. Uh so they were definitely going very heavy on email, which helps in the short term, but at some point you're just exhausting your list. >> Um but their email revenue was also going down year over year and month over the easy solution. Just like blast them episodes where you complete your list and piss everyone off and you're going >> some point you need to reload. You know, you need to get more on that list. And I
Escúchalo en el minuto 45:51
Auditoría de tendencia histórica previa a definir objetivos de escala
Medición y experimentosAntes de fijar metas agresivas de crecimiento interanual, es indispensable auditar la trayectoria histórica de 3 a 4 años; si el negocio arrastra un declive sostenido, el objetivo inmediato debe enfocarse en frenar la caída y estabilizar la tendencia antes de intentar escalar.
initially I think there was a bit of a mismatch in expectations. Uh, they had growth goals. They wanted to grow by X percentage year-over-year and only two three months in we realized that they were a declining business. They had been declining for by 3 to four years. Um so the goal wasn't really to grow. The goal was to stop the bleed and help them reverse that trend. Initially we looked
Escúchalo en el minuto 8:22
Canales de adquisiciónInyectar presupuesto en canales de anuncios pagados (como Meta o Google) no rescatará a un negocio que enfrenta un modelo defectuoso, una propuesta desactualizada o una pérdida estructural de competitividad; las bases de marca, oferta y economía unitaria deben ser sólidas antes de intentar escalar con pauta.
things you can do is ensure that your brand and your foundational things are tight before you just start spending money to solve business issues. And by spending money on paid media, >> well, paid media will never ever solve a fundamentally flawed business model. I products, but the competitive landscape has changed dramatically the course of the last three to four years. We came in at the tail end of it hoping a paid media strategy would at least get us back to break even and rarely does that ever work. I mean I
Escúchalo en el minuto 37:56
Canales de adquisiciónCuando un ecommerce depende casi en su totalidad de Google Ads y sus ventas se estancan, conviene reasignar presupuesto a canales de generación de demanda como Meta Ads para alimentar el embudo con clientes nuevos, midiendo el impacto mediante métricas de adquisición (NCAC / eMER) en lugar del ROAS directo de cada canal.
at of course their traffic splits. They were always spending a lot of money on Google ads. Meta ads uh were responsible for about 5% of their uh paid media and because that hadn't been working for them for years, we wanted to push more on Meta and decrease their ad spend on Google and funnel in more new customers. So the majority of our strategy was centered around new customer acquisition. Um so we introduced ENAG Enmmer started tracking and measuring those metrics and then initially started scaling up our meta ad spend in January. unfortunately this client was used to looking at just…
Escúchalo en el minuto 8:49
Crecimiento de lista de leads como indicador clave de adquisición en ecommerce
Canales de adquisiciónLos comercios electrónicos deben implementar estrategias continuas de captación de leads antes de los grandes periodos de venta (como Black Friday o Labor Day); si la lista de suscriptores no crece mes a mes, es inviable mantener el crecimiento de nuevos clientes netos.
>> That's for us one of the biggest month over month, year over year and just saying like is your email subscriber list growing? If you're not doing any lead acquisition, especially for you e-commerce people, you should be doing lead acquisition, especially right now ahead of Labor Day and Black Friday. But, um, if your email list isn't growing, you have no chance to really grow your net new customers and that you you're not having people indicating that they're interested in it, but just not
Escúchalo en el minuto 47:50
El MER global oculta mejoras reales en la captación de nuevos clientes
Medición y experimentosGuiarse exclusivamente por el MER general o ROAS global de la tienda impide validar estrategias de adquisición efectivas, ya que una caída en los ingresos de clientes antiguos puede opacar la mejora en la eficiencia de captación de nuevos clientes (nMER y NCAC).
we saw that was the month where we saw ENKG and NMER improve. Um so we were more efficient on the new customer front but their existing customer revenue still kept going down and we could not make up for that gap. And because they were still stuck in looking at just overall my ores like the store rorowes um they didn't see that as a win either. So we did not get the approval to keep going with that strategy uh keep making the new customer site more efficient.
Escúchalo en el minuto 22:09
Canales de adquisiciónDestinar presupuesto publicitario a reimpactar clientes existentes es altamente ineficiente si el producto se compra solo una o dos veces al año y carece de valor de marca diferenciado; en esos casos, cuando el usuario necesita recomprar, simplemente busca en Google la opción con mejor precio.
uh started putting a little bit more ad spend behind an existing customer audience. That made things even more inefficient. that just didn't work at all. Because for this product, it's not like people buy it week after week after week. They buy it once, maybe twice a year. >> So, you're not getting anywhere by keeping your ads in front of them over and over again. Especially not if there's no added benefit of branding. You're not building a brand. That's a simple commodity. Like, if they shop again next year, they simply Google the product name, uh look around for the best price, and then buy…
Escúchalo en el minuto 21:23
No recortar el presupuesto de prospección (TOFU) guiado por modelos de atribución de último clic
Canales de adquisiciónReducir la inversión en campañas de notoriedad y prospección (top of funnel) porque parecen menos rentables en modelos de atribución de último clic es un error destructivo. Limitar el gasto publicitario solo a remarketing y campañas de marca agota el flujo de nuevos clientes, detiene el crecimiento de la lista de correos y asfixia progresivamente el negocio.
for businesses in this situation where you're maybe getting desperate um try and avoid uh removing budget from top ofunnel campaigns. Uh it's very easy to start getting stuck into looking at less click attribution and assuming you have campaigns. It's very easy to look at any attribution model and see that awareness is just not working and maybe like top offunnel conversion campaigns aren't as profitable as remarketing and branded campaigns and to start cutting budget from like the top layers. But that's just a raise down to the bottom is that then eventually you're left with just remarketing…
Escúchalo en el minuto 51:26
Canales de adquisiciónPara productos premium que compiten con alternativas diez veces más baratas, desplazar el presupuesto a canales de descubrimiento como Meta Ads evita la comparación visual directa de precio que ocurre en marketplaces o anuncios de búsqueda, permitiendo comunicar la propuesta de valor sin fricción comparativa inmediata.
battles that was starting to win was when the when the budgets were shifted over to Meta, we started to see the algorithm actually starting to work because we weren't being compared side to side with the other competitors that were 10 times less expensive on a volume basis, however you want to sort of slice the, you know, slice the apple there.
Escúchalo en el minuto 34:08
Ajustar la ventana temporal de análisis y cálculo de LTV/eNCAC al ciclo de recompra del producto
Medición y experimentosPara determinar métricas de retención, LTV y costo efectivo de adquisición de clientes nuevos (eNCAC), la ventana de análisis debe alinearse con el ciclo de compra del cliente: en productos estacionales o de compra anual (como jardinería), se requiere un horizonte de 1 año o más, mientras que en otros productos con conversión rápida o startups puede analizarse mes a mes o a 3 meses.
>> Ideally, year over year. if they have not a seasonal business, it can be month >> I would try and take as big of a time frame as possible. So if we're doing year-over-year at least like three to four years if we're doing month over to keep in mind is um the time it takes for conversions to happen which is wildly different from business to example like you need to look back a year and or longer. Sometimes it's 3 months to determine ENCAC because you're trying to figure out what your LTV is. But literally like this is a once a year purchase because it's gardening, it's
Escúchalo en el minuto 40:54
Medición y experimentosEvaluar el rendimiento de los canales de adquisición y marketing (Google, Meta, Amazon, email, orgánico) de forma aislada distorsiona la realidad del negocio, ya que los canales funcionan de manera sinérgica e interconectada. Asimismo, las estrategias de tráfico pagado y optimización creativa no pueden rescatar a una empresa si su modelo de negocio subyacente es deficiente o si utiliza modelos anticuados de lectura…
sometimes you can't help a business with paid traffic and creative and digital marketing strategies if there is a, >> shall we say, flawed business model and also antiquated ways of looking at data. reports every single week of how Google is doing and Meta and Amazon and email and organic and it's all siloed. You're looking at it all wrong because they all work together. And that was something
Escúchalo en el minuto 1:48
Oferta y precioEn plataformas de comparación visual directa como Google Shopping, competir vendiendo un commodity sin un precio competitivo, mejores reseñas o una propuesta de valor diferencial conduce a perder contra la opción más barata, un problema de oferta que las optimizaciones técnicas de anuncios pagados no pueden solucionar.
because we were running Google shopping campaigns, it is very price competitive and it's a commodity that they were prices that we were simply not winning and based on reviews we weren't winning either. So for the the user there wasn't a great reason to pick us over the products of their competitors. And we tried to fix it with paid media, customer revenue to make up for it with just Google Ads optimizations. So for But if you are not price competitive and there's no superior mechanism for your particular product, most people are just going to choose either the cheapest the day, they were…
Escúchalo en el minuto 11:45
Marca y posicionamientoEn productos con alta estacionalidad, recortar la inversión creativa y volcarse únicamente a campañas de conversión de fondo de embudo (bottom-of-funnel) durante la temporada alta degrada los márgenes; se requiere una inversión previa sostenida en construcción de marca para llegar al periodo pico con ventaja competitiva.
>> we have opportunity to capture the conversions, but there are a huge opportunity for them to build a brand because I I would bet if we look in the Facebook ads library, they're not doing a lot of brand building initiatives now. So that when you're in your Super Bowl season, >> you have Super Bowl superiority. My Yes, that's my assumption based off of the cut back on creatives and the decrease of spend on meta shifting only towards that bottom of funnel race to the bottom, >> Yeah. last click attribution the whole
Escúchalo en el minuto 39:26
Marca y posicionamientoEn canales de búsqueda y comparación de productos (como Google Shopping), si una oferta no domina en prueba social (reseñas) ni posee una marca diferenciada, se ve inevitablemente forzada a competir únicamente por precio bajo para lograr tracción.
>> And when you're in shopping, that's what you're competing against. So, I'm just again about the the if you're not dominating in reviews, you have to dominate in price because you don't have differentiators. I mean, I would like
Escúchalo en el minuto 29:46
Evitar el exceso de gasto en anuncios de marca y remarketing cuando hay retornos decrecientes
Canales de adquisiciónEn situaciones donde el negocio necesita revertir una caída mediante adquisición neta, gastar de más en campañas de marca (branded) o remarketing para impactar a clientes existentes suele generar retornos decrecientes; es preferible priorizar inversión en canales de prospección superior de embudo como Meta en lugar de Google o remarketing forzado.
strategy. And then media buying wise it will pro um probably still have come down to spending a lot more on Meta, less on Google and spending even less than we were spending on brand and remarketing. run some remarketing ads. um probably spend a little bit more on branded than I would have liked to because they were really hammering on making sure that we were getting in front of existing customers etc. Um but we were just seeing diminishing returns uh if any
Escúchalo en el minuto 43:40
Ventana mínima mensual para evaluar cambios ante la volatilidad de promociones frecuentes
Medición y experimentosEn negocios que ejecutan promociones continuas, se necesita una ventana de observación de al menos un mes para evaluar el impacto de una estrategia, evitando que la resaca de ventas post-promoción y la volatilidad semana a semana distorsionen las conclusiones.
>> Correct. I would say to see the first signs that our study year was working at least a month as there was quite a lot of volatility week over week as they were running a lot of promotions. So one week it was great then there was like a sales hangover next week was just poor again. So at least a month. Um so in my
Escúchalo en el minuto 24:49
El valor de marca acumulado permite sostener precios premium en mercados comoditizados
Marca y posicionamientoEn mercados donde los productos son funcionalmente similares, el reconocimiento y la confianza generados mediante inversión sostenida en marca permiten cobrar sobreprecios significativos frente a la competencia al reducir la percepción de riesgo del comprador.
like when I was there I'm like which one do I trust? Like who's built up the most brand equity because they were all basically the same price. I'm looking at bit more premium and it's almost like, you know, 30 40% more than the rest of them. And I believe that's the one that I bought because I had seen enough built up a brand equity using hundreds of millions of dollars in advertising. So it put a position in my mind that this business was actually better in a largely commoditized market. And you're becomes how do you put the brand at the forefront of the consumer's mind to say, oh well, I…
Escúchalo en el minuto 27:51
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