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What’s Working (And What’s Not) Now on Meta and Google Ads With Nick Miller Part 2| PT EP 586
17 ideas de marketing sacadas de «What’s Working (And What’s Not) Now on Meta and Google Ads With Nick Miller Part 2| PT EP 586», de Perpetual Traffic…
- 17 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 35 min
- Publicada en 2024
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Incluir códigos QR prominentes en anuncios de TV conectada para captar y rastrear tráfico web
ConversiónDado que las pantallas de TV no permiten hacer clic directamente, colocar un código QR visible y con suficiente tiempo en pantalla permite a los espectadores escanearlo con el móvil y dirigir tráfico medible a páginas de aterrizaje específicas.
really cool little trick you can use so yes you're not going to get clicks but if you put a QR code on your videos and make it prominent and people have enough time to scan that if they're interested you're still going to be able to track traffic going to you know your landing pages from people scanning these QR codes because after covid everybody's going to restaurants and using QR codes to get the menus everybody's using knows how to use QR codes now so um and you
Escúchalo en el minuto 27:25
Canales de adquisiciónPara acceder a inventario publicitario barato en salas de estar, se deben configurar campañas de video en Google Ads excluyendo todos los dispositivos excepto pantallas de TV, seleccionando la ubicación de Google TV y pujando a coste por visualización (CPV) con segmentaciones precisas para compensar la falta de clics.
exciting right now there's a window um it's super cheap inventory right um this is where you know getting views for pennies again want to make sure you're really using your you're targeting smartly because you know there's no clicks with these campaigns Target only TV screens so there's going um the you basically set these campaigns up you exclude all devices except TV screens and you select Google TV as the as the placement and you're running the campaigns at a cost per view now with the right targeting you can still make sure you're reaching the
Escúchalo en el minuto 25:29
Optimizar campañas de prospección en Meta Ads por microconversiones de comportamiento en lugar de clics o compras
Canales de adquisiciónEn lugar de usar el objetivo de 'Tráfico' (que atrae usuarios propensos a hacer clic sin intención) o de 'Compra' (que encarece los CPMs al competir por usuarios listos para comprar), conviene configurar campañas de conversión optimizadas hacia eventos de comportamiento temprano, como permanecer al menos 10 segundos en la página.
what you're doing is you're actually potentially could be converters but probably raise your cpms if you're going you're going into far more competitive to say exactly yeah so you know this example 10 seconds on the site which is landing on the site reading the content we can train the algorithm to go after because the algorithm knows so much about the user traffic is just people who are click happy right exactly right the site but you're optimizing for website conversion which is a behavior there but this is a way of actually yeah running a conversion campaign you're just optimizing for an…
Escúchalo en el minuto 21:56
Lanzar campañas en Meta directo a CBO con gasto mínimo por conjunto de anuncios
Canales de adquisiciónPara obtener mejores costes por adquisición (CPA) en Meta Ads, es preferible iniciar campañas directamente con Campaign Budget Optimization (CBO) en lugar de optimizar a nivel de conjunto de anuncios (ABO), configurando un límite de gasto mínimo en cada conjunto para garantizar que todos acumulen suficiente data antes de que el algoritmo concentre el presupuesto.
optimization CBO is where you set the budget at the campaign level and then meta decides where the spend should go for each ad spend in order to hit the where that's you know 90 90% of the time that's where we're finding the best or do you go straight into CBO after we research like what's your straight straight to CBO and now what what can spend to one or two adsets but there's a minimum spend setting there so to make can set a minimum spend for each adet so adsets of chat so uh we're just seeing consistently Superior in platform CPAs and um that's you know that that's campaigns CBO is the…
Escúchalo en el minuto 1:36
Canales de adquisiciónAsignar entre un 10% y un 20% del presupuesto de pauta de la parte superior del embudo (TOFU) a promocionar los artículos de blog con mejor rendimiento orgánico mediante creatividades específicas, actuando como una venta suave para atraer prospectos ideales al ecosistema.
we're seeing that as a a tactic where if you take roughly between 10 to 20% top of FAL ad spend and run to some of the most you know popular uh blog posts if you have blog content and you you know through your um you know your content strategy through search console you can see what blog posts are actually the most popular try running some ads cre creating some creative around that particular topic and run ads to those blog posts and that's a softer cell that's an introduction at the top of the funnel as is the equivalent so run traffic to a topic that people may be interested in the people…
Escúchalo en el minuto 17:15
Estrategia BANT: prescindir de la segmentación en Meta y delegar la selección de audiencia al creativo
Canales de adquisiciónEn la estrategia BANT (Broad Audience No Targeting), se eliminan las restricciones de intereses y públicos similares (lookalikes), permitiendo que el algoritmo de Meta identifique las señales de compra y optimice el tráfico hacia los usuarios correctos a través del contenido del anuncio.
targeting absolutely so bant broad audience no targeting and this is where instead of being super specific with your targeting and your interests or using lookalikes 1% 2% 3% look Al likes you'll actually just run your campaigns with no targeting and lean into the algorithm and uh with the right creative met is going to look for the signals for the people who are most likely to buy go after those um go after that and be be a good algorithm jockey and let the uh let the algorithm find the
Escúchalo en el minuto 8:05
Canales de adquisiciónEn lugar de hipersegmentar en múltiples campañas, grupos de anuncios y pruebas A/B complejas, consolidar el presupuesto y recurrir a segmentación amplia (Broad) permite que los anuncios salgan más rápido de la fase de aprendizaje, delegando la optimización de la audiencia al algoritmo mientras el especialista se enfoca en el creativo.
the quicker the ads are going to get out of learning phase right and different campaign types it's it's just going to be less efficient than consolidating going Broad and you know focus focus on your do need you need to go broad once sophisticated marketers because the ultra sophisticated marketer used to break down all their campaigns and AD groups and ads and all their split less sophisticated right because it's like hey take all the you got throw it at all the people that might want it and then the algorithm is going to
Escúchalo en el minuto 10:01
Jerarquía de valor del engagement en anuncios de Meta: likes, comentarios y compartidos
Canales de adquisiciónEl rendimiento de los anuncios en Meta mejora exponencialmente según el tipo de interacción social: los likes son deseables, los comentarios son buenos, pero las publicaciones compartidas (shares) son el indicador de mayor valor porque actúan como publicidad gratuita y amplifican el alcance orgánico.
meta ads is it's a social platform and ads can perform better the more engagement the more comments especially the more shares you know in in that order you have likes comments and shares so likes nice to have comments good to have shares like excellent that's just free that's free advertising there the more sharable something is and that's where creative is a really big deal and
Escúchalo en el minuto 11:57
Canales de adquisiciónEn un test de un mes para un ecommerce automotriz, una audiencia sin segmentación (BANT), un stack de lookalikes al 10% y un stack de intereses rindieron de forma idéntica; consolidar el presupuesto en BANT permitió alimentar con más datos al algoritmo y salir más rápido de la fase de aprendizaje.
example we had you just one particular test we have a large e e-commerce client in the uh you know car parts and car paint space and running at the top of the final we had three audience tops we had we had our bant we had our 10% lookalike stack we had an interest stack yeah and running all three alongside each other and after a month of testing the performance for each of those was was basically identical and each campaign had the same ad same creative and we're just like well why don't we feed the machine more data consolidate the campaign run a bant and then you know we means you know the…
Escúchalo en el minuto 9:03
Optimizar campañas de contenido TOFU con objetivo 'View Content' y medir el impacto a nivel global
Medición y experimentosAl enviar tráfico pagado a contenidos educativos, es recomendable configurar el objetivo de optimización en eventos de consumo (como 'View Content') en lugar de compra directa, evaluando el éxito mediante KPIs globales de negocio para no descartar campañas cuyo retorno tarda más en atribuirse dentro de la plataforma publicitaria.
now this helps I mean this it really helps here if you have your kpis at a global Topline level in place so you can you know you're not just relying on the ad platform because again um this may be a longer time frame so sometimes in platform metrics here look great but sometimes they don't but it doesn't if it's not looking good in platform it doesn't mean it's not this great performance we're actually running a view content objective rather than a purchase objective So Meta is optimizing for people who are going to land on the page and read the content and there's got to be something there…
Escúchalo en el minuto 18:52
Canales de adquisiciónLas herramientas y funciones automáticas recién lanzadas por Meta (como CBO en su momento) suelen tener un rendimiento deficiente al principio, pero su algoritmo madura con el tiempo; por ello, no deben descartarse para siempre, sino retestearse periódicamente.
it's almost like the algorithm has changed and matured and gotten better like when CBO first came on it was it was trash it yeah like and this is so typical of meta it's like it they they put it out there it kind of sucks and then eventually like when nobody's looking all of a sudden it starts the the point is I've seen this happen seven or eight times so it's like whenever there's a new feature that's released inside meta don't give up on it but just keep testing it and then of
Escúchalo en el minuto 7:06
Canales de adquisiciónLas plataformas publicitarias actuales gestionan la microsegmentación de forma más eficiente que los ajustes manuales de palabras clave o dispositivos; la diferenciación y el valor del profesional residen ahora en la formulación de conceptos creativos, mensajes persuasivos y la calidad de los inputs proporcionados al algoritmo.
having 10 different spreadsheets with every keyword and every ad and granular data for each one you know I I used to do things like I'd exclude f um certain phone models from targeting because the Roos wasn't good on like somebody who had an Android phone from you know 2016 or something these tiny little details and I'd be there tweaking and and all of that now it's it's you know you're not we're not going to beat the machines no yeah they'll figure it out on their own in most cases yeah I mean but with the creative you still need somebody to come up with a creative idea in the messaging oh…
Escúchalo en el minuto 15:08
Dirigir el tráfico frío a contenidos breves o snippets prácticos en lugar de artículos largos
Estrategia de contenidosPara captar la atención de usuarios que vienen de redes sociales y crear audiencias de retargeting, es más efectivo enviar el tráfico a artículos y tutoriales en formato breve ('snippets' o TL;DR) que a publicaciones extensas de más de mil palabras, las cuales rara vez son consumidas por completo.
testing about that they were doing that for Boom by Cindy Joseph her favorite traffic acquisition strategy was sending it to how to blogs and the thing about the blog too was it wasn't robust it was snippet but it was enough to earn attention and and actually this snippet is probably more imbible right like a long 1200 word Vlog nobody's going to read that but if you give them just like a real quick like hey here's a here's the tldr and it converted really
Escúchalo en el minuto 20:46
Separar cuentas publicitarias cuando una misma marca atiende avatares radicalmente distintos
Canales de adquisiciónSi un negocio vende productos dentro del mismo nicho pero dirigidos a perfiles de comprador (avatares) sustancialmente diferentes, es recomendable separar la pauta en distintas cuentas publicitarias para evitar la contaminación de la data de optimización del píxel y mantener un enfoque láser en cada segmento.
you know like in the supplement Niche if you have a like let's just use the weightlifting as an example because I know a testosterone booster like they're all in the fitness Niche but they're really they're four different avatars potentially so you might want to actually consider having four different ad accounts because they're so different to be able to laser focus in on the exact right avatar for the exact right
Escúchalo en el minuto 11:20
Jerarquía de interacción en Meta Ads: las comparticiones como publicidad gratuita
Canales de adquisiciónEl rendimiento de los anuncios en Meta se amplifica con la interacción social: los 'likes' son deseables y los comentarios son buenos, pero las publicaciones compartidas (shares) representan el mayor valor al generar alcance y publicidad gratuita.
meta ads is a social platform and ads can perform better the more engagement the more comments especially the more shares so likes nice to have comments good to have shares like excellent that's free advertising there and that's where creative is a really big deal and
Escúchalo en el minuto 0:00
Investigación de mercado y clienteLas consultas de búsqueda en Google funcionan como un 'suero de la verdad' sobre el comportamiento humano y el interés real del usuario, ya que las personas buscan sin el filtro social o las distorsiones habituales presentes en encuestas y declaraciones públicas.
coming back there's a great book there's a great um book that I read um guy he the book is called everybody lies or everybody's lying basically and and it's basically all about how Google search he was a data engineer at a data scientist at Google analyzing search you know the the rivers and rivers and data coming in and he he just basically said like Google search is the ultimate truth serum yes it really
Escúchalo en el minuto 30:44
Canales de adquisiciónUna marca en el sector de cocinas de exterior invirtió más de 1.000.000 de dólares en un solo año principalmente en anuncios de YouTube y segmentación exclusiva para pantallas de Google TV como su estrategia central de captación.
know we've seen for example with um you know in the outdoor kitchen space um you know they've basically in the last year they spent over a million dollars just on YouTube and primarily YouTube as the main campaign type which is quite is quite rare but this TV screen only targeting with Google TV has been a big part of that strategy so it's uh a lot
Escúchalo en el minuto 27:53
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