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Why Your Organic Traffic Isn’t “Organic” (Brand Lift Breakdown + Feeder 2.0)
17 ideas de marketing sacadas de «Why Your Organic Traffic Isn’t “Organic” (Brand Lift Breakdown + Feeder 2.0)», de Perpetual Traffic. Sobre todo de…
- 17 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 42 min
- Publicada en 2026
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Estrategia de 'feeder campaigns' para forzar la venta de productos secundarios en Meta Ads
Canales de adquisiciónPara evitar que el algoritmo de Meta concentre todo el presupuesto en un solo producto ganador, se pueden usar campañas alimentadoras ('feeder campaigns') enfocadas en productos secundarios con una ventana de atribución estricta (como 7 días clic). Esto introduce nuevas audiencias al píxel y permite que la campaña principal consolidada (con ventana de clic y vista) convierta a esos usuarios.
Feeder strategy allows you to use external campaigns in order to drive more people to the tag slash pixel in order to manipulate the larger amount of spend into a specific direction. How do I sell other products with Andromeda when Aspen is dictating and creative is dictating what people are seeing? We said, well, what if we start an external campaign and we start bringing people in this way? And so now I'm using feeder, which is the dude out in the hall grabbing people that are interested in lemonade and saying, you got to hear the speech. Us advertisers using creative fill the room with…
Escúchalo en el minuto 20:17
Validar el hook rate con micro-presupuestos antes de escalar a conversión
Medición y experimentosProbar creativos de video primero en campañas baratas de visualización o publicaciones promocionadas (con presupuestos de 5 a 10 dólares) permite medir la tasa de gancho inicial (hook rate) y descartar perdedores antes de invertir en campañas de conversión, teniendo en cuenta que la tasa suele reducirse de forma predecible (por ejemplo, unos 30 puntos porcentuales) al pasar de optimizar por visualizaciones a…
But what we found is that all the people that were watching videos, because we put on a video view campaign back then, which is video viewers, but not converters. And that's, that's kind of what we're seeing is like, we may find out that if the video viewers are over 70, that may average out to a hook rate of 30. That's what we're going to find out, which is exactly a test. How this equates, if we can identify a, consistent static drop in percentile points when we switch from view to viewers to converters. And we know that there's a basis, like it usually drops 30. Now we have a, we have a…
Escúchalo en el minuto 35:23
La cuota de impresiones de búsqueda (Search Impression Share) no es lineal
Canales de adquisiciónAumentar el presupuesto o las pujas en Google Ads no incrementa la cuota de impresiones (Search Impression Share) de forma proporcional ni lineal. Al subir el presupuesto o ampliar los términos y tipos de concordancia, el sistema hace al anunciante elegible para subastas de audiencias mucho más amplias, lo que dilata el tamaño del universo total y puede mantener o incluso reducir el porcentaje de cuota de…
Impression share is not linear. It's a breadth and depth factor. So when you're talking about impression share, the impression share is the total availability of the variables you're going after. Well, your search impression share just went from 10 impressions to now a million. So by changing your keyword, you widen the scope of what you can show up by impressions. And simply due to the fact that I changed the keyword, I can cut in half or double my search impression share because search impression share is the eligibility of me showing up for the variables of that keyword. Or increasing your…
Escúchalo en el minuto 12:13
Medición del Brand Lift mediante búsquedas directas de marca
Medición y experimentosEl verdadero impacto de marca (brand lift) generado por canales de prospección o medios masivos no se evalúa por los clics, sino por el incremento de personas que buscan activamente el nombre de la empresa en Google (Search Console). Para medirlo con precisión, se pueden aislar zonas geográficas (holdout tests) y comprobar si las búsquedas de marca aumentan en comparación con periodos previos.
What I care about in brand lift is the impressions over the last few months compared to the impressions of the previous months went from 180,000 to a 305. All I know is that people who are looking for me went a lot higher. So the brand lift is how many people are Googling your name. That will tell you a brand lift. So doing a holdout test. Isolate the location that you're doing your marketing. And do more people search your name regardless of where they clicked, brand or organic. It matters if they search. That's their brand lift. That's why Google Search Console is so instructive. So when…
Escúchalo en el minuto 10:13
Bajar las pujas de CPC puede inflar artificialmente la cuota de impresiones con tráfico de baja intención
Canales de adquisiciónReducir agresivamente las pujas de CPC puede inflar la cuota de impresiones de búsqueda porque la cuenta comienza a captar consultas informativas amplias y baratas donde nadie más puja, perdiendo el tráfico transaccional y de compradores calificados ante competidores que pujan más alto.
Now, a high CPC bid is going to get these people. Why? More competitive, but also smaller audience. A low CPC bid is going to go over here because there's not a lot of people bidding, but there's everyone asking Google and chat GPT random questions. No one bidding on solo CPC. So by taking my ad spend and like, hey, you know what, if I start to switch over to manual CPC and I bid less for these keywords, I seem like I get more searches. Of lower quality than no one bid on. So you're technically you can keep your ad spend the same, drop your CPC and your search impression share can explode…
Escúchalo en el minuto 18:09
Canales de adquisiciónSe recomienda que aproximadamente dos tercios (66%) de los anuncios en Meta sean formatos de video (video estándar y reels vs. estáticos), ya que el algoritmo de entrega tiende a concentrar la inmensa mayoría del presupuesto en videos que retienen bien la atención, relegando las imágenes estáticas a impresiones secundarias de remarketing incluso si estas tienen un CTR elevado.
want a certain percentage, especially with creative diversification. You want a lot of video, you want 60% ish. of also saw it in real life again yesterday, which is Meta's Andromeda wants this. The reason why I said we want two thirds video is comes directly from, well, I can't draw It comes directly from Meta. So they say you want to have a video, a static and a real. Well, that's two videos and a static or 66% videos. Well, if video is a bigger factor to the algorithm of intent, then you want to have it stack the deck to what could be more intentful. And then what ended up happening was it…
Escúchalo en el minuto 36:32
Estrategia de campaña feeder con bundle para escalar productos secundarios y elevar el AOV
Canales de adquisiciónEstructurar la pauta publicitaria combinando una campaña principal para el producto estrella y una campaña secundaria ('feeder') basada en un multipack o bundle de productos complementarios permite escalar todo el catálogo simultáneamente, aumentando el ticket promedio (AOV), el margen permisible de adquisición (nCAC) y el LTV.
And the CPL is our three pack. So, hey, do you like our immunity product? Now you can get immunity, joint and digestive all at the same time. So now we're going to have a main campaign that primarily sells immune. And then we're going to have a feeder of our three pack. Like now we're going to see, can we just scale everything at once with two campaigns? So plus your average order value is going to increase too because they're buying three all at once. NCAC target increase and the LTV will also increase. But the business goal here, like we mentioned last week's show is to get subscribers on…
Escúchalo en el minuto 28:28
Medición y experimentosAumentar o triplicar el presupuesto de Google Ads durante temporadas de alta demanda no garantiza un incremento en la cuota de impresiones de búsqueda (Search Impression Share), ya que el volumen total de búsquedas elegibles crece al mismo ritmo o superior, manteniendo el porcentaje plano o incluso reduciéndolo.
Well, I chose an outdoor kitchen company during the time of our peak season, March, June, So these two time periods are my busy season versus my non-busy season. Well, what happens to the busy season of users? The user pool goes from small to much larger. My ad spend went from small to kind of bigger. If your search impression share is now based on a simply just eligibility. So if you have a this is who I'm going after and this is who I could go after. OK, this means that you have a 10 percent search IS. Now, let's just say that this all of a sudden starts to grow really, really big right…
Escúchalo en el minuto 15:53
El hook rate determina la asignación de presupuesto en los algoritmos de Meta Ads
Canales de adquisiciónEl algoritmo de Meta prioriza el gasto publicitario en los anuncios que logran la mayor tasa de retención en los primeros tres segundos (hook rate). Debido a esto, se recomienda que al menos dos tercios del mix creativo sean en formato video vertical (9:16), evitando pausar los anuncios con mayor hook rate solo porque consumen la mayor parte del presupuesto.
Well, in the previous strategy that we ran, the previous hook rate, just if you weren't on last week, hook rate is you stick around for longer than three seconds. It's basically is the amount of impressions divided by the people that saw more than three seconds of that video. Everything is now spending on hook rate. Meta wants two thirds of your video or two thirds of your creative video format. So you got your videos and you got your reels nine by 16. But you want a high five lo-fi, but still you have to have two thirds video. We understand two thirds video now because after examining all…
Escúchalo en el minuto 31:34
La ilusión de rentabilidad del SEO debida a búsquedas de marca impulsadas por anuncios
Medición y experimentosLos modelos de atribución de último clic (last-click) tienden a sobreestimar el impacto del tráfico orgánico porque la mayoría de las compras registradas bajo SEO provienen de búsquedas del propio nombre de la marca. En realidad, este tráfico orgánico de marca suele ser originado por el descubrimiento previo en campañas de publicidad de pago en otros canales (como Meta o YouTube), funcionando el buscador simplemente…
There's if we look at the paid or the organic search, there's 23,000 out of 177 as a sizable amount of purchases. But it looks like organic is costing us nothing and brings us 22,000 purchases. John, it looks like the organic traffic is making just as many sales as my very expensive paid search. But the most common search term in organic, unfortunately, is your brand name. So if we look at the organic search bringing in 22,000 purchases out of 177,000 purchases, that's a great channel. So you got 90,000 brand clicks and 1,200 non-brands. We're spending on non-brand, making non-brand. And then…
Escúchalo en el minuto 5:37
Canales de adquisiciónEl impacto continuado de anuncios pagados en plataformas como Meta provoca que los usuarios busquen activamente el nombre de la marca en Google en lugar de utilizar términos genéricos de comparación, canalizando conversiones a través del SEO de marca y anuncios de búsqueda.
And this one today is an outgrowth of a conversation we had with a current client and how the creative diversification strategy that we've talked about here so many times is so important in getting conversions over on Google organic. If they see an ad or multiple ads over on Meta, the first thing they're going to do is they're going to Google your name. And we get into why that is a great thing, not the high value keyword like barbershop near me or best CRM. You don't want those terms. Those are the terms where they're still shopping. You want them to Google your name. And maybe there's a…
Escúchalo en el minuto 1:12
Validación de causalidad en paid media mediante pruebas de encendido/apagado y desfase temporal
Medición y experimentosAlternar periodos secuenciales de activación y pausa ('on/off') en campañas publicitarias permite aislar y verificar su impacto real en la entrada de nuevos clientes o suscriptores netos, debiendo contemplarse un margen de desfase temporal ('time lag') de un par de días antes de que la métrica refleje el cambio de tendencia.
So in our digestive feeder between November 16th and December 6th, where we pause this, we have to look at our digestive here. So what's nice about this is we were running at a plateau, started here, ended here. OK, so not only have we seen this inside a meta, inside the feeder, exactly as we want, inside the top line, measuring by new customers in Shopify, and inside of our tracker with all of our new subscribers. You stop them entirely on the digestive because we switched over to joint to say, can we can we see the digestive stop? And that's exactly what we saw. It was on plateau, rising…
Escúchalo en el minuto 25:46
ConversiónUn usuario que introduce el nombre específico de una marca en un buscador muestra una intención de compra mucho más avanzada que quien busca una palabra clave genérica de producto. La búsqueda de categoría corresponde a una fase de comparación y exploración, mientras que la búsqueda de marca indica que el usuario ya conoce la oferta y se dispone a comprar.
So the caveat to this is that a search with your name is that much closer to actually buying than somebody who is searching for bikini. Think about the mindset. I look for, I brand name, bikini company name. I have found out about bikini company somewhere else. I learned about it. And because I'm interested in buying it, if I Google bikini, I'm still shopping around.
Escúchalo en el minuto 8:25
CAC incremental de $237 frente a un promedio de $315 al escalar una campaña alimentadora
Medición y experimentosAl aumentar el gasto en $5,704 (+413%, de $1,300 a $7,000) en una campaña alimentadora para un producto secundario, se lograron 24 clientes nuevos adicionales (+118%), alcanzando un costo de adquisición incremental de $237 por cliente frente al CAC promedio de $315 del producto principal.
So we raised it up four hundred and thirteen percent. We went from thirteen hundred dollars to seven thousand. We're saying, OK, we added five, seven, oh, four. So we look over to the side and we see we have one hundred and eighteen percent more new customers. We have twenty four incremental for fifty seven oh four. So let's divide the fifty seven oh four divided by twenty four. They come in at two hundred thirty seven dollars. So two hundred thirty seven dollars for a new customer. that two thirty five is below the average of three fifteen. And so now I'm bringing in more new customers at a…
Escúchalo en el minuto 22:12
Canales de adquisiciónLa estrategia 'Feeder' en Google Ads consiste en hacer competir y comunicar campañas de Standard Shopping con Performance Max para alimentar de datos y dirigir el algoritmo de PMax, evitando que este último se desvíe o gaste fuera de control.
So we developed feeder strategy. Now, feeder strategy for Google people have seen before. It's a way to use standard shopping and performance max to have the two compete and talk with each other in order for us to steer a more powerful, larger campaign that can vary off the rails called performance max.
Escúchalo en el minuto 20:00
Validación rápida de ganchos mediante publicaciones promocionadas antes de escalar a conversión
Medición y experimentosTestear ganchos visuales y creatividades de bajo coste (como videos generados con IA) a través de publicaciones promocionadas permite filtrar qué ideas retienen a la audiencia antes de integrarlas en campañas principales; sin embargo, una tasa de retención alta en visualizaciones no garantiza necesariamente conversiones directas.
How do we test hook rates in Andromeda without screwing up half million dollars worth of campaigns? I think you actually came to the idea before I could present it, which is what about boosted posts? So we had a whole bunch of boosted posts, but only one had video in it. Well, we paid like $7 for this video and it was an AI video. 78% hook rate, 2% cost per view. video, eight out of 10 said, yes, that's good enough for us to now throw it into the main campaign and say, let's see how this works. My only criticism of that is that you're getting video watchers as opposed to potentially…
Escúchalo en el minuto 33:24
Canales de adquisiciónAlcanzar la posición número 1 orgánica en Google para un término genérico de alto volumen (ejemplo: 'bikini') genera entre $12.000 y $20.000 USD mensuales en temporada alta, desmintiendo la creencia de que el primer lugar en palabras genéricas short-tail genera millones por sí solo.
And this number one position does not pay that much about number one for bikini pays about 12k per month. And that's about it. And that's when you show up as number one for the keyword bikini. And that's, you know, a little bit higher, maybe 20k a month in summertime. But nothing like first position organic of the word bikini. You're like, this would be millions of dollars. It's really not.
Escúchalo en el minuto 4:27
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