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Why You're Doing YouTube Ads Wrong with Tom Breeze | Perpetual Traffic EP 597
26 ideas de marketing sacadas de «Why You're Doing YouTube Ads Wrong with Tom Breeze | Perpetual Traffic EP 597», de Perpetual Traffic. Sobre todo de…
- 26 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 06 min
- Publicada en 2024
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Estructura narrativa «Nuevo → Por lo tanto → Pero» para generar tensión de venta en video
Mensaje y copywritingPara construir videos de venta atractivos y no agresivos, cada acto narrativo debe organizarse en tres pasos: presentar una información nueva que cambie la perspectiva del cliente («Nuevo»), desarrollar su implicación lógica («Por lo tanto») e introducir una objeción o advertencia inesperada («Pero»). Esta alternancia entre generar y aliviar tensión sostiene la atención y conduce naturalmente a la conversión.
there's a structure to it and so we kind of built out a a model whereby it kind of follows a threea story line which is broke down the three acts of every video so we start with act one and what we're kind of Master so there's actually a three-step process to Every Act uh which is new therefore form but um and this is actually comes from South Park um so the uh so the so we start with like something news happen some new information something where they should uh which is going to change the change new information you to know then you go into like new information therefore this happens…
Escúchalo en el minuto 35:44
Guiar al prospecto hacia la causa raíz del problema para descalificar competidores de forma implícita
Mensaje y copywritingEn la estructura de un video de ventas (Acto 2), guiar a la audiencia para que conecte los puntos y descubra la verdadera causa raíz de su problema genera una revelación que refuerza la autoridad de la marca y descarta automáticamente a los competidores que solo ofrecen soluciones superficiales.
now is you say so you kind of dug deeper and if you can if you can find that root like you make you allow the viewer to connect the dots a little bit they're and people start connecting those dots up and by doing that so once you've once you found that root cause and the viewer say that in their own heads two things happen one they get closer and closer to you as a brand they're thinking okay I've seen this expert Insight I've been seen but at the same time time you've all sudden like you've poo pooed any other solution they were potentially thinking about because those other Solutions…
Escúchalo en el minuto 42:16
Usa anuncios de YouTube de formato largo (10-15 min) para educar y vender directo en lugar de embudos tradicionales de lead gen
Canales de adquisiciónFrente a la saturación del contenido gratuito genérico y la baja apertura de emails, conviene mover la fase de educación completa al propio anuncio de YouTube mediante videos largos (10 a 15 minutos). El CPM en YouTube se estabiliza a partir de cierta duración sin seguir aumentando, permitiendo hipercalificar al prospecto dentro del anuncio y enviarlo directo a la compra en lugar de captar leads pasivos.
to Super qualify your audience from the ad itself so that you only have people that are clicking through that are um informed know I can trust you um and know what the next step is so they're you'll you'll often find hit a plateau like the CPM will Plateau out at certain soon as you go really long to like a 10 minute ad or a 15 minute ad or something then um the cpms don't really creep up any further so we found like a really good system is to have like a 10-minute we realize that lead genen is a lot harder to to do with traditional funnels you we're almost like well look just put all of that…
Escúchalo en el minuto 25:21
Mensaje y copywritingLas decisiones de compra suelen estar impulsadas por el deseo de transformar la propia identidad más que por las características de la solución. En una VSL o narrativa de ventas en tres actos, el mensaje debe alinearse con quién es el usuario, mostrar vulnerabilidad con los obstáculos pasados y plantear la tensión final de si está dispuesto a convertirse en la persona que logra ese resultado.
an individual in Act One allows them to align with it in act two you've got your butt that's specifically about how You're vulnerable but it didn't work it tension is but if this is something you want to do this is who you need to be so that they've been able to not decide to buy your product or solution but do they want to be who can be someone that is going to buy your product or and they buy that identity essentially people want to change who they are most of the time and be like I need to change who I am in in order to get the result I
Escúchalo en el minuto 55:32
Optimizar campañas publicitarias hacia pasos de alta cualificación en vez de leads gratuitos
Canales de adquisiciónOptimizar algoritmos de anuncios para registros sencillos o leads gratuitos entrena a la IA para atraer usuarios de baja calidad. Conviene sustituir la captación abierta por eventos de conversión profundos y con fricción (como formularios de solicitud extensos o ventas directas), asumiendo un coste por adquisición más elevado (por ejemplo, entre 50 y 100 dólares) para que el algoritmo busque perfiles realmente…
platform certain milestones in a Jour in a customer Journey like a lead um so someone sign up for something if that's kind of a a lowish quality step but you're telling the app platform that's what you want the app platform will find you far more people that can do that step but there' be lots of low quality people um so you can go through something like a really like drawn out application form so that you know that like if people do that is really valuable for your company and if it cost like $50 $100 cost per acquisition that's almost perfect um yeah so it's we kind of move away from a…
Escúchalo en el minuto 1:00:19
Mensaje y copywritingUna interrupción de patrón no consiste únicamente en hacer o decir algo llamativo. Para que abra paso a una venta, debe estructurarse en dos fases: primero captar la atención mediante una novedad y, de inmediato, desafiar o cuestionar lo que el prospecto cree saber para abrir una grieta mental que permita cambiar su perspectiva.
essentially saying is that like the viewers coming to watch your video with a certain worldview and we have to kind of shatter that apart a little bit to say what you think you know you actually don't really know um because in order to grab their attention we need to do that classic pattern interrupt most people screw up a pattern interrupt so pattern interrupt is is two stages so one is like saying or doing something that interrupts them so they make they pay attention they're like that's different that's new that's novel and so they they pay attention but we we essentially break apart their…
Escúchalo en el minuto 37:25
Oferta y precioAntes de adoptar un modelo de reparto de ingresos o cobro por rendimiento con un cliente, es recomendable comenzar con una tarifa fija por servicio (fee-for-service) para verificar primero su solvencia, cumplimiento de pagos y compatibilidad de trabajo.
because it's a there's a huge trust factor that goes along with it this is for any agency and for any business if you do go to this kind of model like you have to be really sure so we have some level of performance modeling that we do but it's usually after we've done the fee for service model we're like we now we know like and trust each other and we can go in this different direction we know you're GNA pay your bills on time you know you're not insolvent like there's a lot of things that go into
Escúchalo en el minuto 11:45
Canales de adquisiciónAnte la pérdida de segmentación granular directa por videos o canales específicos en YouTube, la alternativa más eficaz es utilizar segmentos personalizados (Custom Segments) basados en términos de búsqueda de intención en YouTube/Google, sitios web visitados y apps utilizadas, estrategia que funciona tanto con presupuestos reducidos como a gran escala.
one of the A's is audiences so who you're essentially targeting so if you rewind the clock like two years then you would have very granular ways of targeting People based on what videos they're watching or what keywords they've typed in um and what channels they're kind of watching and that type of thing um so you could get really specific about where your ads showed up and how they showed up and when they showed up um and a lot of that's gone away so it's got a lot broader now in terms of we're now targeting audiences we call it but you can actually create your own audiences um and the far…
Escúchalo en el minuto 17:47
Enmarcar la compra como una afirmación de identidad para elevar el valor de vida del cliente
Mensaje y copywritingTransformar la decisión de compra en una elección sobre quién quiere ser el cliente (bajo la premisa de «la gente como nosotros hace cosas como esta») genera mayor fidelidad y LTV que vender solo las características del producto, ya que el comprador se compromete con los valores de la marca y su propia identidad.
people like us we do things like this essentially um so people like us we um have to be one of these people and so the decision that people make is not about whether they're going to buy the product or not any longer it's about who they want to be as a person um and that decision to buy your product and become community but they have to share the same values as you have to belong in the into the whole like brand and so they're going to buy multiple products and we feel like they're changing themselves by making that purchase that's what really builds a lifetime customer value that is
Escúchalo en el minuto 50:43
Aislar los «5 minutos de fuego» en videos orgánicos para estructurar anuncios de video
Medición y experimentosPara diseñar anuncios de video largos (long-form ads) o VSLs efectivos, se debe analizar la curva de retención del contenido orgánico de YouTube buscando ventanas continuas de 5 minutos con la menor pendiente de caída y mayor volumen de espectadores. Esos fragmentos validados de máxima atención constituyen la base temática ideal para construir piezas publicitarias.
to analyze YouTube content to essentially work out like if we were to find the best bits of content from each organic video what pieces of content really hold people's attention for a five five minute period of time time that F minute window that no one left and everyone loved that content and if you can find those pieces and you're like add that's the content that you kind of want to use in an ad um you once we find those nuggets of like right start to learn ah it's this style of content that people love and then we can Infuse that into an ad it feels like we metrics but the one that we look…
Escúchalo en el minuto 30:14
Aprovechar los segmentos personalizados (custom segments) en YouTube Ads
Canales de adquisiciónLas marcas deben aprovechar los segmentos personalizados en YouTube Ads para construir audiencias precisas basadas en los términos de búsqueda que los usuarios ingresan en la plataforma, su intención, o los sitios web y aplicaciones que utilizan.
most people who are advertising on YouTube are not leveraging what's called custom segments you can build your own audiences based on what people are typing into YouTube like keyword focused audiences you can use like keywords for intention you can use websites you can use apps that people go on there are lots of different ways of building an audience and those need to be leverag a lot more from the
Escúchalo en el minuto 0:00
Medición y experimentosLas empresas que escalan con mayor rapidez no dependen de retornos extremos en el front-end (como ROAS 20x), sino de un back-end operativo robusto; diseñan su adquisición para asumir un margen máximo del 20% de beneficio inicial o incluso asumir pequeñas pérdidas en la primera transacción para maximizar el volumen de clientes.
okay we want to try and hit a 20x row hour on the front end I'm like good luck to you I'm not gonna be able to help you I don't think um because it just doesn't work out that way you know as as soon as you start scaling you're like well okay realistic aim of saying here's what our numbers need to be and there'd be enough margin in there to to Really push um and normally find um the companies that can scale the fastest um is it's really companies that have a really good operation a really good backend and can actually deliver on the promise and when so we we aim to look for clients that are…
Escúchalo en el minuto 1:02:01
Mostrar las limitaciones iniciales de tu solución genera confianza en el relato de venta
Mensaje y copywritingEn la estructura narrativa de venta (Acto 2), exponer proactivamente un inconveniente o limitación de la primera versión del producto (como lentitud, coste o falta de escalabilidad) incrementa la confianza de la audiencia y justifica el esfuerzo de rediseño que dio lugar a la solución final.
their worldview in act two you need to show your flexibility change your worldview um because what we need people slight drawback because everything has a slight drawback nothing is absolutely perfect and so we need to Showcase to people there is a slight drawback because if you showcase a slight drawback people trust you especially if you ought to go first and show them the drawback um that's the the perfect thing to do is to say we develop this thing it's perfect it fixes the root CA it actually works and works a really effectively but the big challenge was uh really well but only in this…
Escúchalo en el minuto 46:23
Criterios de filtrado para convertir fragmentos de alta retención orgánica en anuncios de venta directa
Canales de adquisiciónTener alta retención en un video orgánico no basta para convertirlo en anuncio; el contenido debe pasar por tres filtros estratégicos: 1) relevancia comercial (alineado a un argumento que conduzca a la compra del producto), 2) potencial de alcance amplio (evitando tecnicismos hiperespecíficos que desconecten al público frío) y 3) componente educativo suficiente para establecer autoridad y confianza de forma…
going straight to sale we we know we need to do a little bit of Education in that video anyway to make feel people feel like right you really are an expert essentially now becomes ad to sale you just have have a bit of a filter on your head to be like well it also has to be good for um relevancy for the business it has to be like a message that is likely to also sell a product um and also it has to be a message that's going to have pretty good reach naturally so um if I was to talk about something that's really really specific that wouldn't really attract to the wider audience then I might be…
Escúchalo en el minuto 31:00
Modelo de asociación por rendimiento puro (Performance Partnership) en agencias
Oferta y precioSustituir los fees fijos mensuales o porcentajes de ad spend por un modelo de asociación a rendimiento —donde la agencia asume la producción creativa integral e incluso financia o comparte el riesgo del ad spend a cambio de un porcentaje de ingresos, beneficio o pago por venta— elimina el tope de facturación del proveedor y alinea incentivos para escalar sin fricción.
you mentioned so most most agencies were working with clients in a way where they do a monthly fee and a percentage of AD on a relationship basis where clients would pay me for leads and sales um and I would fund the ads um so it was almost it in a way where we do like rev share models um and uh we kind of all profit share but we kind of essentially just want to make sure that we have some sort of win-win relationship with the client where we can kind of go all in and we're not getting paid for our time but we're almost like Pure Performance where we don't get paid unless we actually get to…
Escúchalo en el minuto 5:11
Oferta y precioOfrecer un esquema donde el cliente solo paga si obtiene resultados elimina la fricción de propuestas complejas y aumenta drásticamente la conversión de prospectos, pero exige una selección sumamente estricta de los clientes con los que realmente se puede tener éxito.
rates close to like 95% of the people we our model like people get attracted to the model and so as an agency it's like I don't have to spend any money on marketing or advertising for our own stuff and our close rate is really high putting in these like massive proposals um to try and close a bit of business and things I'm like I don't have to do any of that I just say to clients yeah let's work together don't pay me until you get results and it's quite but the um we're getting good at selecting the clients that we can be successful with so that's probably the
Escúchalo en el minuto 10:02
El modelo a rendimiento exige una selección ultra rigurosa de clientes y ofertas
Investigación de mercado y clienteOperar asumiendo el riesgo de la inversión publicitaria o cobrando únicamente por resultados requiere rechazar a la mayoría de los prospectos y filtrar exclusivamente a clientes que ya dispongan de una oferta sólida y validada capaz de convertir a gran escala.
of it with the client then yeah You' got to be really careful about who you work with of course um you can't just take on the ad spin for anybody um so we need to make sure we have a good relationship with those clients and they have great offers that we think we can actually do wonders with and so we'll get a ton of prospects and a lot of the time we have to say no unfortunately just won't be a good fit um so that's a bit frustrating
Escúchalo en el minuto 8:40
Nutrición mediante secuencias de video ads sin CTA externo para precalificar antes del cierre
Canales de adquisiciónEn campañas de video pagado, una estrategia efectiva consiste en eliminar los llamados a la acción que sacan al usuario de la plataforma y sustituirlos por llamadas a ver el siguiente video de la secuencia. Al encadenar múltiples videos largos consumidos voluntariamente, el prospecto llega hipercalificado al punto donde la conversión final es prácticamente segura.
one of the things that we have certainly seen as a trend is no CTA at all the CTA is watching another video from the same client to the point where finally after a long sequence and some some cases it might be 10 12 separate videos of significant length like then it's like you're so pre-qualified once you click all of a sudden it's like the sale is a foregone conclusion because you're so self- selected at that point and going from video to video your call to action even changes it's not like you want them to take action and go off the site you know after watching your first video doing…
Escúchalo en el minuto 28:12
Estructurar la narrativa de marca sobre la evolución del producto en lugar de arquetipos de ficción
Estrategia de contenidosEl storytelling de una pieza central de marca (Cornerstone) funciona mejor cuando se basa en la historia real de evolución del producto —por qué se creó originalmente, qué problemas resolvió y qué obstáculos superó— en lugar de forzar estructuras de ficción genéricas de protagonista y antagonista.
that follows the same structure but instead of it just being very wishy-washy and having like a protagonist and an antagonist it's like well we don't have that all the time what we have is the evolution of a of a product every every business has that like just remembering what it was like when you first built the product or when you first built the system why you built it in the first place and and all those pieces are there it's just uncovering ripe for one of these videos you know we call it a Cornerstone because we really feel like it's the the first message
Escúchalo en el minuto 53:50
Empaquetar la oferta como experiencia futura para reducir la fricción de compra
Oferta y precioPresentar una oferta como un evento o experiencia en una fecha futura (por ejemplo, un taller de medio día) en lugar de una llamada inmediata reduce la resistencia del comprador, aprovechando el sesgo psicológico por el cual las personas aceptan compromisos más fácilmente cuando delegan el esfuerzo y la resolución de incertidumbre en su 'yo futuro'.
the opportunity to do it so we normally try and sell something that would feel call so we might say come on this half day event and we'll and you you can drop all your concerns now come to this half day event and we'll properly do this together um and that feels for people like I can all that uncertainty I've got I'm G to sort it out on that half day we that because then it feels for people treating ourselves in the future horrible uh because my present self is thing with purchasing it's like I can buy something now that my future self can handle that's a very elegant offer
Escúchalo en el minuto 56:49
Monitoreo completo del embudo para evitar falsas atribuciones de caídas de conversión
Medición y experimentosEn servicios de tráfico pagado y adquisición, es indispensable auditar todo el embudo (incluyendo el rendimiento del equipo de ventas del cliente) mediante indicadores tempranos, ya que las bajas en conversiones suelen atribuirse erróneamente al tráfico cuando el problema radica en fases posteriores.
job doesn't finish at generating the lead or the sale you know especially for our rev share clients in particular like we'll look at every part of the business of how we can improve that conversion everything's looking good but while that sales team performance really fluctuates on a weekly basis what the hell is going on over there like let's have a look at setting up so that I have kind of um lead measures and lag measures like canaries and the coal mine type thing where I can say that number fluctuates because if it's a it could be a quality of traffic issue and that can sometimes be what…
Escúchalo en el minuto 12:37
Canales de adquisiciónEn YouTube Ads, un aumento en la tasa de clics (CTR) suele acarrear un incremento directo en el CPM (pudiendo subir de $10 a $100), ya que el algoritmo cobra más caro sacar al usuario de la plataforma y privarle de inventario publicitario y tiempo de visualización.
and we noticed a huge fluctuation in CPM like we would go from $10 to $100 in the space of a week and we couldn't put that and what we realized is that the cpms were paired with with click-through rates which I didn't and I didn't expect that um I didn't expect there to be as the clickr rate increased the CPM increased that was not a relationship that I was looking for ad and then I realized what YouTube were doing they were essentially saying if people click away from the from our platform we can't show them ads any longer so we're going to charge you more money to do that
Escúchalo en el minuto 23:59
ConversiónEl modelo de embudo tradicional pierde efectividad porque los usuarios buscan respuestas inmediatas; concentrar el valor, el insight, la historia y la justificación del formato de entrega directamente en un video-anuncio extenso permite generar suficiente afinidad y confianza para que el prospecto compre de inmediato sin etapas intermedias.
look like I think the traditional funnel is moving away quite rapidly because people just want information now and traditional model is going and I think that people are happy to purchase when they find the right brand they like so the ad and the Cornerstone approach which is like just give them what you can give them that kind of information that Insight that um that story so that people kind of really bond with you and then want to do business with you and will buy straight off the video and we found that's been working incredibly so a lot of the ad is really telling people like why the…
Escúchalo en el minuto 58:51
Mensaje y copywritingEl comportamiento del usuario ha cambiado: investiga primero lo básico en herramientas como ChatGPT y acude a YouTube buscando una opinión experta tras haber formado sus propias hipótesis. Por ello, los anuncios de vídeo deben enfocarse en desmontar o corregir rápidamente esas nociones previas para captar mejor su atención y convertir eficientemente.
I feel like people used to come to YouTube with a world viiew of like I don't know let me find out let me do my exploration here on YouTube now I feel like they come with the mindset of like I've been pretty well educated in the last 10 minutes about this topic and I kind of feel like I've made quite a few steps along the journey now let's clarify some of those thoughts um with an expert I hopefully can find on YouTube so that's changed how we view changes the way we do ads essentially um because we sometimes have to unpick a lot of those World Views they've just developed in their in their…
Escúchalo en el minuto 20:43
La tensión impulsa la acción pero es difícil sostener escasez en anuncios evergreen
ConversiónIntroducir tensión mediante escasez o urgencia es lo que provoca el cierre y empuja a la acción al final de un vídeo de venta, pero resulta complicado fabricar o mantener esa escasez en campañas publicitarias diseñadas para rodar de forma continua en el tiempo.
video and this is where um we add tension so tension is the thing that is going to close people like it's going to make people act um so tension can be found in things like scarcity times scarcity how that's used but it's very difficult to use it in a video ad that you're can have running for a long time you can't just kind of magic up scarcity
Escúchalo en el minuto 49:45
Definir benchmarks cuantitativos estables antes de modificar campañas o estrategias
Medición y experimentosMuchas empresas no conocen sus puntos de referencia (benchmarks) ni cómo luce un buen resultado; el diagnóstico y optimización deben abordarse matemáticamente, estableciendo primero las métricas de referencia y asegurando su consistencia semanal antes de hacer experimentos o cambios profundos.
or I'm just looking at saying cool what are the benchmarks let's hopefully keep those stable and often is the case that clients won't even have the benchmarks don't even know what a good result looks like sometimes and so there's a lot of beauty of it is I I tend to look at it from a quite a mathematical standpoint and say well what are the numbers let's let's make sure those stay consistent and I know there's always a story behind each number but um it's a case of understanding what to measure and make sure that those numbers add up each week
Escúchalo en el minuto 15:59
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