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Which ‘Clicks’ Should I Care About in Digital Marketing? | Perpetual Traffic EP 628

14 ideas de marketing sacadas de «Which ‘Clicks’ Should I Care About in Digital Marketing? | Perpetual Traffic EP 628», de Perpetual Traffic. Sobre todo…

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Diagnosticar fugas de tráfico comparando clics salientes con visualizaciones de la landing page

Medición y experimentos

Antes de escalar el presupuesto publicitario, se debe comparar la métrica de clics salientes (outbound clicks) contra las visualizaciones reales de la página de destino (landing page views); una tasa de conexión de solo 50% a 60% evidencia que casi la mitad del tráfico se pierde por lentitud del sitio web, haciendo que optimizar la velocidad sea una palanca más rentable que aumentar el gasto en anuncios.

And they're like, what if we throw in another 200,000? I was like, hold on. Your landing page views is 55%. That's measured in the fact that we look at how many people were outbound clicks against how many landing page views were successful. And when we saw only 50%, 60% of the people that intended to leave meta actually got to your landing page to allow that pixel to trigger, you've lost tens of thousands of potential customers. So if you were to just fix your website speed based off of in-app click metrics, it's assumed you will generate more sales, more bookings, more of what you actually…

Escúchalo en el minuto 14:27

Uso de campañas de alcance y reproducción de video para nutrir retargeting a bajo costo

Canales de adquisición

En lugar de limitar la captación a campañas directas de conversión (que solo impactan al subconjunto que ya suele convertir), conviene utilizar objetivos de alcance o visualizaciones de video para exponer la marca a audiencias amplias y capturar señales de interés (como tiempo de visualización o ThruPlay) que luego alimentan campañas de conversión y retargeting multicanal.

And if they're consuming more than three seconds, more than 15 seconds, which is the through play. If they're consuming a percentage of the video, we're able to use that for retargeting for signals to meta of a higher quality indication of what they're interested in. That's what's working for us now. Using video view objectives and using reach campaigns that aren't driving towards a click. But we use those because we identify the people that engage with that content they start to consume. They're opting into our brand to which then we can have them opt into our offer, our service, or whatever…

Escúchalo en el minuto 30:24

Comparar clics salientes contra visitas a la landing para detectar pérdidas por velocidad

Medición y experimentos

Antes de incrementar el presupuesto publicitario, se debe auditar la relación entre clics salientes (outbound clicks) y visitas a la página de destino (landing page views); si solo entre el 50% y 60% de los usuarios llegan a activar el píxel, la prioridad debe ser optimizar la velocidad de carga de la web para recuperar tráfico perdido antes de gastar más.

I was like, hold on, your landing page views is 55%. That's measured in the fact that we look at how many people were outbound clicks against how many landing page views were successful. And when we saw only 50, 60% of the people that intended to leave meta actually got to your landing page to allow that pixel to trigger, you've lost tens of thousands of potential customers. So if you were to just fix your website speed based off of in-app click metrics, it's assumed you will generate more sales, more bookings, more of what you actually want.

Escúchalo en el minuto 0:06

Reducción de CPC y CPA a la mitad mediante Instant Experience en sitios lentos

Canales de adquisición

Migrar a anuncios de formato Instant Experience (anteriormente Canvas) en Meta permite retener el tráfico perdido por tiempos de carga lentos en sitios web antiguos, llegando a reducir el CPC y el CPA hasta en un 50% al ofrecer una experiencia de compra inmersiva dentro de la propia aplicación.

Like one of the larger clients that we've had for years has always had sort of a really, really slow site. So we have advocated for instant experience for years and years. And it's really helped their business a tremendous amount because, you know, you would lose that, you know, landing page view. And it was transformative because their site speed was so slow, was so loaded down. And we were losing all this traffic as a result of it. And then when they started switching over to instant experience at that point, Canvas, all of a sudden everything improved. Like their CPCs reduced by half, CPAs…

Escúchalo en el minuto 22:42

Medir el clic en «Ver más» para evaluar la efectividad del gancho del copy

Medición y experimentos

Aislar la tasa de clics en «Ver más» (See More) mediante fórmulas de reporte personalizadas en Meta Ads permite medir si los primeros 100 caracteres del texto capturan el interés del público. Si la audiencia no hace clic para desplegar el texto completo, no consumirá el contenido de la oferta ni llegará a convertir.

So when you build inside the meta ecosystem, you can build custom formulas, right? And so you can go in, in the templates, you click on, like, the three lines, do your old custom reporting, and you can build a custom formula where if you look at clicks, you have all clicks. And then you can isolate see more, which is after the first 100 characters. That's essentially your subject line before and at. That is a really important click to understand because if people aren't clicking see more, they're not consuming the rest of your content. If they don't consume, they're not going to convert…

Escúchalo en el minuto 9:17

Incorporar enlaces adicionales (sitelinks) e Instant Experience en anuncios de Meta para captar demanda secundaria

Canales de adquisición

En plataformas de descubrimiento como Meta, utilizar formatos interactivos (Instant Experience) y enlaces adicionales a páginas secundarias (productos similares, FAQs o políticas) permite captar a usuarios que no responden al gancho principal, aumentando los puntos de interacción y la transparencia.

But this instant experience allows you to show more and tell more and block more. Which gives you more opportunities for clicks because then you're also like kind of cheating the system because you're giving such variety. Something I want to say like launch like two, maybe three months ago was like the equivalent of site links within instant or sorry within meta ads because then you can add different URLs. Again, more clicks that can show you in-app numbers that provide insight to the campaign and the offers success, performance, and opt-in. Because a lot of what you're doing on platforms…

Escúchalo en el minuto 25:26

Utilizar los clics como métrica de diagnóstico secundario para aislar fallos creativos de fallos de conversión

Medición y experimentos

Los clics deben analizarse como una métrica secundaria que evalúa el engagement del anuncio creativo, sirviendo para diagnosticar si un problema de rendimiento radica en el anuncio o en la tasa de conversión de la página posterior al clic.

And if you're buying media, this is something that if you can't figure out what's wrong with your ads or maybe it's like I look at clicks a lot of like that is a measure of engagement on your ad. So the more clicks typically the better, but not necessarily because sometimes you're just, I mean, you're optimizing for maybe traffic in some cases. You're optimizing for sales. Clicks, like it doesn't necessarily matter how many clicks you get. But what actually happens afterwards? What's your conversion rate? But this is a secondary metric that you should use in order to decipher, like what's the…

Escúchalo en el minuto 27:30

Taxonomía de clics en Meta Ads: Clicks (All), Link Clicks y Outbound Clicks

Medición y experimentos

Para analizar correctamente el tráfico publicitario en Meta Ads es fundamental distinguir los tipos de clics: 'Clicks (All)' registra cualquier interacción con el anuncio (likes, comentarios, expandir texto o clics accidentales); 'Link Clicks' mide las pulsaciones específicas en los botones o enlaces de llamada a la acción; 'Outbound Clicks' aísla únicamente aquellos clics que dirigen al usuario fuera del ecosistema…

But link click is the button. Learn more download now. Outbound click is a click that takes you where the destination is off meta. But outbound click is you're currently on a meta URL, Instagram, WhatsApp, Messenger or Facebook. And the end destination is not one of those entities. So that's an outbound click. A link click is specific to the button. A unique outbound click then allows you to see as a per user experience because you might have someone that's just super click happy. They're clicking on everything or they're constantly seeing your ads. You don't want someone who clicked it, went…

Escúchalo en el minuto 16:33

Diferencia de CPM entre campañas de alcance y de conversión en Meta Ads

Canales de adquisición

En audiencias similares comparables (lookalikes), una campaña optimizada para alcance puede registrar un CPM de $3 USD frente a $37 USD en una campaña optimizada para conversiones, abaratando sustancialmente el costo por impacto para captar atención en la parte alta del embudo.

We have a reach campaign going and the CPM is $3 and the conversion campaign is $37. So you're just getting cheaper traffic in your interest group. And these are both like large lookalike audiences in both of these campaigns and both of these ad sets that I'm looking at right now.

Escúchalo en el minuto 33:18

Reimpactar con retargeting a usuarios que iniciaron formularios instantáneos pero no los completaron

Canales de adquisición

En campañas de generación de leads con formularios instantáneos, medir la brecha entre los clics al formulario y los formularios efectivamente completados permite aislar a los usuarios que abandonaron el proceso para reimpactarlos con campañas específicas de retargeting.

But, you know, what is good in looking at some of those in-app clicks is you're able to look at the link click, which is that call to action button. So let's say an instant form generates a thousand clicks, link clicks a day, to which you only have 600 people complete the instant form. So then you have that stop loss. There's 400 people that started the form but didn't complete the form. That then has potential retargeting options to later.

Escúchalo en el minuto 12:53

El ROAS dentro de la plataforma pierde validez operativa en entornos multicanal

Medición y experimentos

El ROAS reportado internamente por cada plataforma de anuncios (in-app ROAS) funciona como indicador líder en estrategias de canal único, pero pierde fiabilidad y puede inducir a error cuando se opera con múltiples canales simultáneos, donde se requiere software de atribución externo.

And there's a reason why these are the last ones because these are the last ones, in my opinion, if especially if you're doing any sort of media mix modeling or you have multiple channels, in-app ROAS is probably one of those things that could lead you astray. If you're single channel, if you're just advertising on Meta and you're not doing anything else, you're just advertising on Google, great. Like your in-app ROAS actually does help. But once you start going to multiple channels, and we talked about this in our previous episode with Wicked Scott and why it's so important to have a…

Escúchalo en el minuto 3:13

La regla del 1-2% del mercado en intención de compra activa

Investigación de mercado y cliente

Solo entre el 1% y el 2% de la audiencia objetivo a la que se impacta está activamente en el mercado lista para comprar en un momento determinado; optimizar los esfuerzos exclusivamente para conversión inmediata ignora al 98% restante e impide generar demanda de marca a mediano plazo.

They're not all converters. They're not all, you know, zero moment of truth, like ready to buy right now. One, maybe 2% people that you advertise to are actually in market right now. So what do you do with the other 98, 97, 99%? But no, the point is, is that it's a great way of using what they refer to as full funnel and using different objectives and not just relying on the conversion campaign because you're only getting a small subset of that audience that's actually in market right now or that has converted in the past. How do you go above the market and create your own demand and create…

Escúchalo en el minuto 33:57

Ejecutar campañas de alcance y reproducciones de video enfocadas exclusivamente en consumo de atención

Canales de adquisición

En estructuras de embudo completo para cuentas de gran tamaño, es conveniente emplear campañas de alcance y visualización de video optimizadas para la pura atención y consumo del contenido en el feed, sin supeditar el éxito a la generación de clics inmediatos.

But if you're not optimizing for like, yeah, like we are using reach campaigns right now. And I know it like is contrarian to think that you're introducing reach campaigns, but you have to remember we're, we're managing like big funnel accounts. And when you're able to build a full funnel within any ad platform, you're able to provide greater distribution of touch points that syndicate or that indicate higher quality of wherever you are in your buyer's life cycle. And so we have campaigns, we do video view campaigns and we do reach campaigns where our whole goal is consumption, not clicking…

Escúchalo en el minuto 29:32

Falta de atribución en el botón de acción de la pantalla final en Meta Instant Forms

Medición y experimentos

Aunque los formularios instantáneos (Instant Forms) de Meta permiten filtrar prospectos con lógica condicional, la plataforma no mide ni reporta los clics en el botón de llamada a la acción de la pantalla final (como agendar una cita o unirse a un grupo), generando un punto ciego en la atribución del paso posterior a la captación.

And I will say that like my axe to grind thing that bothers me more than it should is that as much as like Instant Forms is amazing. It's the most effective lead generation tool, in my opinion, across all platforms is that after you submit your form, you're given an end screen. And Meta has conditional logic, which allows different end screens, including an end screen that kicks out any undesired leads. There is a call to action on that end screen that there is absolutely zero measurement for. It's an in-app button inside the Instant Forms ecosystem. And it has choice words for my opinion of…

Escúchalo en el minuto 7:02

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