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Why ROAS Sucks: The New Attribution Metric Everyone Should Use...But Aren’t Part 2 | PT EP 577
18 ideas de marketing sacadas de «Why ROAS Sucks: The New Attribution Metric Everyone Should Use...But Aren’t Part 2 | PT EP 577», de Perpetual Traffic…
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- Fuente Perpetual Traffic
- Dura 35 min
- Publicada en 2024
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Auditar la asignación de presupuesto en Google Ads ordenando productos por costo
Canales de adquisiciónPara validar si la inversión publicitaria está bien enfocada, revisa la pestaña de productos a nivel de cuenta en Google Ads y ordénala de forma descendente por costo (inversión) en lugar de por ROAS o conversiones. Esto permite identificar rápidamente si los 5 productos que consumen la mayoría del presupuesto publicitario son realmente los artículos estratégicos y rentables del negocio.
business hop into your Google ads account as an example before you click on a campaign just click product click your product list it'll show you all the products that are all marketed in all campaigns sort descending by cost not conversions not conversion rate not row sort descending by cost look at the five by cost that'll tell you what the ad spend is being spent on so when you s descending by cost ask yourself are these the five products that I should be spending the majority of my ad spend on
Escúchalo en el minuto 9:09
Exclusión estricta de compradores y tráfico previo en Meta Ads para forzar prospección fría
Canales de adquisiciónUn error frecuente en Meta Ads es permitir que la plataforma gaste presupuesto en clientes existentes (hasta un 60% de ventas atribuidas). Excluir de forma estricta a cualquier comprador previo y visitante de la web fuerza a la cuenta a operar al 100% en prospección fría, reseteando la adquisición real de nuevos clientes.
you're excluded have has bought anything ever you're excluded as well so if you ever know if you ever heard about us or been to our website you're not allowed to see my ads anymore and when we did you're not in it's the biggest mistake we see on all meta accounts approach is because meta was spending about it had about 60% of its attributed first prospecting we're spending 100% of our money on prospecting right now we have zero remarketing which again is a failure but it's to reset the account off the non-excluded audiences basically turning this from a kind of warm to an just at just by…
Escúchalo en el minuto 15:04
Oferta y precioEn negocios con catálogos extensos, la captación de tráfico frío debe concentrarse exclusivamente en el 20% de los productos que representan los más vendidos y más rentables, en lugar de dispersar el presupuesto en todo el inventario.
translation here is the the 8020 of marketing like the parto principle of put your best most profitable products in front of those cold traffic audiences especially the ones that you know are your best sellers like it's 764 okay so out of those the 8020 is let's say it's 100 products Maybe about 80 something yep 80 something okay
Escúchalo en el minuto 4:16
Evaluar a las agencias por la salud global del negocio y no por reportes aislados de canal
Medición y experimentosLos dueños de negocio y directores deben medir el desempeño de agencias y proveedores de marketing por métricas de rendimiento y salud global de la empresa, descartando reportes aislados por plataforma o canal que no reflejen el impacto financiero real.
if you're a business owner or a client task all of the people that are working with you inside of your business as a v or as a vendor when we're talk about marketing for example only measure Business Health never measure a report I if I was a business owner and I had a vender saying here's my report on my paid Channel I would throw it away I would it's useless because what I would say is if the agencies that are involved if they're separate or an agency that is is holistic if they are not being measured by your business performance your business Health nothing else
Escúchalo en el minuto 24:19
Medición y experimentosCuando múltiples canales de adquisición (como Meta y Google) tienen bajo rendimiento o se canibalizan, se debe corregir y medir un canal a la vez antes de modificar el siguiente, evitando alterar varias variables al mismo tiempo.
is said hold tight on meta don't do anything on meta we want to change Google first and see how that reacts to measure that that change and then next do the same thing on meta and see essence the same you wanted to change the one variable and see how that would now we have to fix meta and then once those both are fixed you can then start kind of you know two underperforming channels fix one see how it works if it's fixed fix the other one see if that's fixed as well and then scale both change one thing and then you see what
Escúchalo en el minuto 2:18
Oferta y precioOptimizar campañas publicitarias basándose únicamente en el ROAS de plataforma puede ser engañoso: es factible lograr un ROAS de 800% en un producto económico de 7 $ con un margen de ganancia de 1 $ sin hacer crecer el negocio de forma neta. La inversión debe dirigirse hacia los productos más vendidos que ofrezcan mayor margen de contribución y beneficio operativo.
if they seem good quote unquote Raz so it's like well we're getting a 5x do we what to do but your Raz is going to stop that and if you make these changes and you see that Raz dips down 40% of Market your company like give me a list of your bestselling products and your most profitable ones so your best sellers is the most popular you know I ideally least competition plus you know highest net operating income gross profit Prof ability contribution margin you know name your metric like those are the ones that matter the most because I can get an 800% row ass on a $7 product that you make a…
Escúchalo en el minuto 7:13
Priorizar el rendimiento global del negocio sobre los reportes atribuidos por canal individual
Medición y experimentosTanto agencias como directivos deben evaluar el crecimiento comparando el gasto total frente a los ingresos globales (cash in vs. cash out); los reportes de canales individuales aíslan métricas vanidosas que ocultan la salud real de la empresa y generan disputas internas de atribución.
the only thing that I measure is total spend across all channels all year and total Topline growth regardless of and grew and doesn't matter completely doesn't matter doesn't matter does not owner you should only be measuring your business that's it because if your business is failing no reports going to tell you you're crazy yeah Channel mean think about it Channel reports don't matter if your business is failing substantiating my existence but even if if the business is going down the boss everyone just needs to get on the same same boat really I mean that's that's all of the agencies…
Escúchalo en el minuto 26:23
Escalado omnicanal mediante aumentos porcentuales simétricos
Canales de adquisiciónPara escalar campañas omnicanal sin desestabilizar el viaje del cliente, incrementa el presupuesto publicitario en el mismo porcentaje en todas las plataformas simultáneamente, independientemente del volumen absoluto de gasto de cada una.
talk about scaling is using Omni Channel using the same amount of AD spend increases per platform regardless of what their levels are at which means if meta's doing 70 grand and Google's doing 30 and you want to scale add 20% to both channels equally you don't want to interrupt the life the the life cycle path of the the customer Journey you just just want to amplify it right so
Escúchalo en el minuto 2:42
Reorientar anuncios hacia productos de mayor margen eleva el margen bruto global del ecommerce
Canales de adquisiciónAl concentrar el presupuesto publicitario en Meta en un producto con 62% de margen de beneficio, sus ventas aumentaron de 27 a 46 unidades, lo que elevó el margen bruto total de la tienda online del 52% al 54% en aproximadamente dos semanas.
the kind of after um it's 54% profit was at uh 52 so what's funny is when we look at the um this beef cheek roll here had a 62% profit margin had 27 sales and this beef cheek roll now has 46 sales so went from 27 to 46 we just changed some meta ads and we drove our gross margin for 52% up to 54% in two weeks we're changed we just changed the meta ad of what we're marketing to a more 52 to 54 pretty nice increase yeah in about 12 internally um but all we did here is you see everything else was shut off here and we just started marketing those beef cheeks and it's literally just one ad
Escúchalo en el minuto 12:46
Optimizar campañas publicitarias hacia el margen de contribución en lugar de ingresos brutos
Medición y experimentosPara escalar un negocio con rentabilidad real, la optimización y el valor de conversión en plataformas publicitarias deben configurarse en función del margen de contribución y el beneficio neto operativo por producto, en lugar de guiarse únicamente por el precio de venta o el volumen de ingresos brutos.
the day like we want to be able to scale grow businesses and you don't do that necessarily just by Topline growth but you really are looking at and every business has this differently we've had customers set it up inside meta for example like I don't even care about what this what the retail price is I just want to know what the contribution margin is we alter our conversion value or net profitability like net operating income like I want to know exactly what I net on everything are those like the
Escúchalo en el minuto 10:27
Rentabilidad global asumiendo pérdidas iniciales en la adquisición de clientes
Medición y experimentosEs viable y rentable adquirir nuevos clientes con pérdidas en la primera compra (por ejemplo, perdiendo 24 dólares por cliente con un ROAS de nuevos clientes de 1.4) siempre que el volumen diario de ventas recurrentes (1.300 dólares) cubra la pérdida y genere un margen de contribución positivo (240 dólares).
and stop measuring an app Raz my net profit on the 29th was 240 bucks because I had a 1.4 new customer Raz which people are like oh no I need 300% Raz okay you that's the wrong thing I had a 1.4 new customer roaz I had five new customers I lost $24 on every one of those new customers that day but then made $1,300 in repeat sales which I don't have to try for anymore and then my contribution margin that day was 240 bucks
Escúchalo en el minuto 21:23
Una tasa de recompra del 60% mensual y LTV de $240 viabilizan escalar con CAC en punto de equilibrio
Retención y relación con el clienteCuando un negocio cuenta con una tasa de retención mensual del 60% al 62% y un valor de vida del cliente (LTV) a 12 meses de $240, alcanzar un CAC en punto de equilibrio (break-even) en la primera compra permite escalar de forma ilimitada, ya que cada nuevo cliente adquirido genera beneficios netos en las recompras orgánicas posteriores.
fantastic we have a 60% return customer rate per month on a cohort so I can as an example out of 393 orders it's 62.3% return customer rate this company if I spend a dollar on these people I will have them return all the time purchase if we can get to a zero CAC where it's break even now it's just how many free customers do you want that's $240 um of 12 uh 12 month LTV um so $240 lifetime value for each one of these
Escúchalo en el minuto 17:21
El conflicto de atribución entre agencias de canales aislados perjudica el crecimiento del negocio
Medición y experimentosTener agencias separadas compitiendo por atribuirse el mérito o culpar a otras plataformas (como Meta frente a Google) destruye la colaboración interdisciplinaria y perjudica directamente los resultados globales de la empresa.
we did our job it was meta that failed or meta agency is like well we did our job but then Google took all the credit then those those are not people that can work together if you have two agencies that are in their own boxing corners getting ready for the fight you know about ready to kind of come out swinging at each other the company loses
Escúchalo en el minuto 30:06
La estructura de campañas pagadas debe definirse según las variables del negocio
Canales de adquisiciónNo existe una estructura publicitaria universalmente válida. La jerarquía de campañas en cada canal debe diseñarse evaluando factores como el ticket de venta (superior o inferior a 300 $), si se trata de compra impulsiva, la duración del ciclo de venta, la frecuencia de recompra y si existen canales externos (como influencers) que puedan viciar las campañas automatizadas (Performance Max o Advantage+).
Golden Rule to never have a digital marketing Golden Rule so it changes like yeah yeah it's so unique it's it's use and people are no what is the best what is the best is the finding the best campaign hierarchy and structure on each channel for that businesses it's like is it over $300 or under $300 is it impulse buy or is it not what's the sales cycle do they return how often do they return do you have influencers that are driving a whole bunch of traffic that performance Max and Advantage Plus are going to remarket that we don't want exactly there's a thousand variables I could think of…
Escúchalo en el minuto 5:39
La publicidad pagada es una inversión en base de clientes, no un cajero automático de retorno inmediato
Canales de adquisiciónLas plataformas publicitarias deben tratarse como una inversión gradual para sembrar y captar clientes nuevos cuyo valor real se capitaliza en el tiempo mediante recompras, y no como un mecanismo de extracción de beneficio inmediato en el día.
we'll that's what we're moving towards is putting all of our ad spent towards new customers and then refining that but say it you know the ad platforms are not an ATM no you know you don't put the card in and just say hey how much money do I want that day it's an investment into the future and I think that's a hard that marketing is an investment and it's to plant the corn like this is this is what you need to do you need to plant the corn along the way in order to get the corn and then pop the corn and turn it into popcorn point is like that's
Escúchalo en el minuto 22:02
Medición y experimentosAl pausar Advantage+ y excluir audiencias no frías para centrar el gasto exclusivamente en prospección fría de productos rentables, el CAC combinado bajó de $91 a $60 en 4 días (caída de ~34-40%), el ROAS de nuevos clientes subió de 1,2 a 1,35 y la rentabilidad por nuevo cliente pasó de -$2,57 a +$1,17.
Blended CAC went from a 91 down to a 60 the Blended uh or sorry the new customer Ras went from an A 1.2 to 1.35 my new customers went from an know or 14 up to 18 my new customer sales went from 876 up to 1370 and my profit per new customer went from - 257 to 117 because we're heading going pure cold just having our CAC go from 91 down to 60 in first four days that's a what was it like a 40% decrease
Escúchalo en el minuto 16:47
Priorizar contenido de desarrollo profundo y accionable en LinkedIn frente al 'engagement bait'
Estrategia de contenidosEn plataformas profesionales como LinkedIn, construir autoridad requiere publicar contenido estratégico, accionable y con semanas de desarrollo detrás, en lugar de recurrir a fórmulas superficiales de interacción rápida orientadas únicamente a inflar comentarios.
yeah so I usually on LinkedIn I my posts I really try to make them extremely Purpose Driven and impactful and actionable so a lot of times it'll take like a few weeks worth of development of something and then I'll share it on LinkedIn I don't like the thing where it's like comment like if you hate Google ads on Monday I don't know I don't I I just try to you know deliver strategic um actual items for people to consume I'm not very social on
Escúchalo en el minuto 34:06
Métricas de escalabilidad masiva y eficiencia de medios (MER) en ecommerce
Medición y experimentosAl escalar el gasto publicitario anual de 23M a 43M de dólares (+142%), los ingresos totales crecieron a 153M de dólares (+130%), manteniendo un MER casi estable (de 3.6 a 3.54, caída de solo 5.4%) y un CAC de primer comprador de aproximadamente 60 dólares (+9%).
number is 43 million spend which is up 142% and 153 million which is up 130% million um the media efficiency ratio only went down 5.4% so what is 5.4% of a basically yeah it was like went from 3.6 down to 3.54 so my business Health and my costs per acquired first time customer only went up 9% of $6 91% so it's about 60 good so that's that now
Escúchalo en el minuto 27:03
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