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YouTube vs. TV: Which Is Better? | Perpetual Traffic EP 645
31 ideas de marketing sacadas de «YouTube vs. TV: Which Is Better? | Perpetual Traffic EP 645», de Perpetual Traffic. Sobre todo de canales de…
- 31 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 55 min
- Publicada en 2024
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Estimación empírica del ciclo de ventas mediante escalado simultáneo del embudo
Medición y experimentosPara calcular el desfase temporal del ciclo de ventas sin herramientas avanzadas de atribución en una estructura de embudo (L1/L2/L3), se debe incrementar el presupuesto de todos los niveles en un 50% al mismo tiempo. El tiempo transcurrido entre el aumento de tráfico (cuando la tasa de conversión cae inicialmente) y la normalización o repunte de la tasa de conversión define la duración del ciclo de compra.
if you're if it's working well increase your l12 and three by 50% and leave it a week and then see when your your conversions actually start to increase quite well so increase all three because so you have to increase all three interrupt the flow so increase by l12 and three by 50% and then just watch okay when does my you know I'll see my traffic go up on my website and then I see my conversion rate dip on my website and then I see my conversion rate come back on my website the time between where you see the increase in users and then the normalization of that conversion rate is typically…
Escúchalo en el minuto 46:41
No apagar videos de YouTube Ads con CPA alto si mantienen alto porcentaje servido y engagement
Medición y experimentosAl testear anuncios en YouTube Ads, no se deben pausar creatividades únicamente por tener un coste por adquisición (CPA) directo elevado si el porcentaje servido por Google y la retención del video son altos. El algoritmo suele utilizarlos de forma automática como primer paso de una secuencia para educar y templar a la audiencia antes de que conviertan con otro anuncio posterior.
remarketing all this is is Google is picking its own mini funnel it's call them sequencing so it picks its own sequencing and that's what telling me what is in the sequence something that's getting 2% of the percentage serve is not in the sequence so just because the CPAs aren't low does not mean that Google is not using that as one of the three videos to warm up and educate an audience they're just not clicking yet so don't get rid of it if it's
Escúchalo en el minuto 18:56
Evitar evaluar YouTube Ads mediante el ROAS atribuido al último clic
Medición y experimentosMedir YouTube Ads con ROAS atribuido a clic directo es un error metodológico similar a medir un comercial televisivo por clics; al ser una plataforma de descubrimiento y captación de tráfico frío masivo, su impacto debe evaluarse a nivel global mediante métricas como el costo efectivo de adquisición de nuevos clientes (eNCAC).
think adding on you're looking at your enac as my enac all of a sudden expanding enak staying the same I still scale all of a sudden enac I'm seem to be getting more new customers coming in captive a audience on YouTube that is largely cold which is really a big takeaway from usually people though they are their worst enemy what's the row as on YouTube If you say that word fire yourself period like I or if your agency says that yeah exactly like if you don't ever say those words that's like saying what was the click attributed row as on the Super Bowl commercial yeah I was about
Escúchalo en el minuto 34:08
Progresión de estrategias de puja para escalar YouTube Ads
Canales de adquisiciónPara escalar campañas en YouTube Ads de forma controlada, conviene iniciar con CPV manual, migrar a maximizar el valor de conversión y, una vez alcanzado al menos un ROAS de 1.0 (100%), fijar Target ROAS (tROAS) antes de duplicar el presupuesto.
that I've been testing this what I've been doing is going from a manual cpv to uh changing it over to a conversion based bidding strategy I did maximize conversion value then once I made it to at least a one I stuck it on a t row as a one and once it was at a t row as of one or above that's when I was like okay now double to spend and Boop it'll spend it so the tr- as here if it
Escúchalo en el minuto 22:53
El efecto halo de YouTube infla las métricas de Performance Max y falsea la atribución
Medición y experimentosAumentar la inversión en anuncios de YouTube dispara las búsquedas de marca que luego son capturadas y atribuidas por Performance Max (PMax) con un ROAS inflado. Si se analiza cada canal de forma aislada, se corre el riesgo de recortar erróneamente YouTube creyendo que no rinde y sobredimensionar la inversión en PMax.
is as soon as we started spiking up on YouTube you get like pmax all proc like yeah I'm doing much better and then pmax kits like I can spend 14% less to make 42% more conversion value and I'm hit a 500 row as ha I'm like okay cool well I wonder why and it's like do you know that all of these people Googling your brand are now Googling it much much more often in these in these days it's like yes of course because you spike up YouTube and upper clean makes $2,000 which is a 285 per increase than the performance Max is like look at these 5 600% ases from your brand that came out of nowhere at…
Escúchalo en el minuto 10:48
Mensaje y copywritingCada canal de adquisición puede atraer a un segmento de edad distinto al del canal principal. Al identificar que YouTube convertía en mayores de 55 años (a diferencia de Meta, donde dominaba el grupo de 25 a 34), sustituir creativos rápidos estilo TikTok por piezas enfocadas en facilidad de uso y protagonistas de edad avanzada multiplicó la efectividad de las campañas.
you can kind of see the trend here now this is the exact opposite of meta exact opposite meta shows 25 to 34 is our Top Line and 65 plus is very very little when you look at the clicks and conversion rates between 55 and 64 where you have those clicks and those conversions those clicks those conversions more interest in 65 plus the amount of conversions better conversion rate on 55 plus then it falls off a we started to accidentally identify the more of the older female demographic and then use that person in the ad where be done from home so our ad copy changing from a younger Tik Tock style…
Escúchalo en el minuto 5:31
Escalar YouTube Ads de forma gradual tras un periodo de prueba de 60 a 75 días
Canales de adquisiciónDescifrar el mensaje y la creatividad adecuada en YouTube Ads toma entre dos y tres meses (60 a 75 días) de iteración; durante este periodo no se debe quemar presupuesto, sino validar a bajo gasto e incrementar la inversión de forma escalonada (ej. de 200 a 300, 600 y 1.200 dólares diarios) mientras el eNCAC se mantenga estable.
how many how many months now I'm gonna say two to three months really okay it was for this for this new product yeah two to three months but then it's like now that's what's funny it's two three months of man we can't get this to work let's try iterate going to take you at least two to three day and it takes two to three months to sort of figure that out best case scenario yeah now what's nice is we didn't Hammer any cash in the time we just didn't scale right so that's was cool is we were like you know $200 a day successful $300 a day successful $600 a day successful now we're at 1,200 so…
Escúchalo en el minuto 33:06
Enfoque de campañas Demand Gen en lead magnets y no en venta directa
Canales de adquisiciónLas campañas de Demand Gen en Google Ads funcionan mejor para awareness y captación económica mediante lead magnets (guías, estudios de caso) dirigidos a audiencias afines o similares, en lugar de intentar ventas directas en el primer contacto.
actually have had nothing but bad luck on demand gen for anything that's not lead magnet um demand genen is very good at awareness it's very inexpensive it's display heavy it's feed heavy it's you know it's not like I'm not using it for selling or lead generation it's just like hey you want this case study you want this download you want this seven step guide you want this coupon you want this like it's G to be massive those are typically leading into a email funnel high level um the targeting that usually though is a lookalike audiences or interest based segmentation so things of interested…
Escúchalo en el minuto 51:20
Uso de páginas puente (splash pages) antes de la PDP para tráfico de YouTube Ads
ConversiónEnviar tráfico frío de anuncios de YouTube a una página intermedia o mini-sitio persuasivo (que expone los beneficios clave y educa al usuario) antes de llevarlo a la página de producto (PDP) genera mejor conversión que dirigirlo directamente a la tienda.
is try testing non pdps like we made a mini website for this product so this is what was interesting YouTube to a PDP cool but if you skip the landing page you stop the selling so this is what's interesting is if you take a take a YouTube video showcase demo really cool if you got a small amount of attention you gain interest you stop the scroll stop the skip I should say stop the skip Ear The Click yep and then five reasons why it's perfect solution to seasonal shedding and so now we're we're actually like selling it's almost like a vssl without buy this um actually no you got to click on…
Escúchalo en el minuto 28:28
Validar el impacto incremental de YouTube mediante encuestas post-compra al escalar presupuesto
Medición y experimentosPara comprobar el impacto real de canales de demanda latente como YouTube —que suelen mostrar bajo ROAS directo—, se debe escalar el presupuesto diario en incrementos controlados y contrastarlo con el aumento en la mención del canal en encuestas post-compra, verificando que el CAC general del negocio se mantenga estable.
testing this for a while the reason why we're testing this here is we're trying to identify what other sources of Truth can we look at to say aha we think this is actually making an impact and then we start to level it up what did our post-p purchase survey say when we went from like $200 to $300 a day then three to 400 and then four to like 600 this showed that the post-p purchase survey went from like non-existent like one or two% all the way up to like 6% of all the sales and I was like okay it's about 6% of all the ads spent and our CAC was not removed or sorry our CAC was not increased…
Escúchalo en el minuto 14:33
Canales de adquisiciónDado que Google Shopping no permite seleccionar directamente las palabras clave de búsqueda, el control y refinamiento del tráfico debe hacerse optimizando títulos y descripciones en Google Merchant Center y gestionando listas de palabras clave negativas.
cool Bridge uh shopping doesn't allow controlling Search terms keep doing negatives to yes negatives and feed optimizations look at your your titles and your descriptions of your feed use the GMC rule to append or prepend different keywords in your title what you added a product no yeah it'll it'll still work off of title and skew and descriptions so if you're saying like without selling Samsonite luggage you exclude Samsonite and the things you see
Escúchalo en el minuto 52:11
Estrategia y decisiones de negocioEn un modelo de agencia de servicios, captar clientes es relativamente sencillo demostrando casos de estudio previos, pero el crecimiento colapsa si no se invierte en talento y recursos internos capaces de mantener el estándar de calidad al delegar el trabajo.
I've learned is that sales does not cure all in an agency sales kills all in an agency that cannot fulfill the needs at the level that it are up to your clients is actually fairly easy you just French a ton of case studies that says like I did that for that person that's 90% of everything as long as your that when you get out of like five clients and you have to take on more internal resources in order to perform at the same level or similar levels that you were at before that's where that's where the oh agencies suck to pass me off to a junior they're not going to know what's going on and…
Escúchalo en el minuto 40:34
Estrategia y decisiones de negocioEn un modelo de agencia de servicios, captar clientes es relativamente sencillo demostrando casos de estudio previos, pero el crecimiento colapsa si no se invierte en talento y recursos internos capaces de mantener el estándar de calidad al delegar el trabajo.
I've learned is that sales does not cure all in an agency sales kills all in an agency that cannot fulfill the needs at the level that it are up to your clients is actually fairly easy you just French a ton of case studies that says like I did that for that person that's 90% of everything as long as your that when you get out of like five clients and you have to take on more internal resources in order to perform at the same level or similar levels that you were at before that's where that's where the oh agencies suck to pass me off to a junior they're not going to know what's going on and…
Escúchalo en el minuto 40:34
Estrategia y decisiones de negocioEn un modelo de agencia de servicios, captar clientes es relativamente sencillo demostrando casos de estudio previos, pero el crecimiento colapsa si no se invierte en talento y recursos internos capaces de mantener el estándar de calidad al delegar el trabajo.
I've learned is that sales does not cure all in an agency sales kills all in an agency that cannot fulfill the needs at the level that it are up to your clients is actually fairly easy you just French a ton of case studies that says like I did that for that person that's 90% of everything as long as your that when you get out of like five clients and you have to take on more internal resources in order to perform at the same level or similar levels that you were at before that's where that's where the oh agencies suck to pass me off to a junior they're not going to know what's going on and…
Escúchalo en el minuto 40:34
Uso de la atribución como referencia direccional frente al sesgo de clics y vistas
Medición y experimentosLos modelos de atribución que mezclan clics y visualizaciones tienden a sobreasignar crédito a los canales que gastan más presupuesto; es preferible elegir un único modelo consistente (como primer clic) y usarlo como punto de referencia direccional para evaluar tendencias relativas al escalar la inversión.
do that so I don't use first click um I'm sorry I don't use click and views clicking views means an AI interpretation of what it thinks happened but usually defaults to whatever proactive Channel spent the you use click and Views and you're running Google in meta no if you're running YouTube in meta but meta is spending five times as much is YouTube it just naturally gets five times the attribution that it didn't know where it came from so it basically takes zero so everything that you're basing that expensive decision off of is probably directionally accurate but I'm not going clicking views…
Escúchalo en el minuto 43:22
Diferencial de CPC entre Google Search y Shopping en campañas de clics
Canales de adquisiciónLas campañas de Google Search configuradas con 'Maximizar clics' registran un coste por clic (CPC) aproximadamente un 40% superior al de Google Shopping con la misma estrategia; por ello, para la captación de tráfico en e-commerce es más eficiente utilizar 'Maximizar clics' y 'Target ROAS' en Shopping.
basically he's just trying to use max clicks on search you can but the problem is the max clicks on search is even more expensive than Max click on shopping by like 40% so I would say try to use max click on shopping and then roaz and shopping um just because you're it's going to be a hard jump to make that efficient just because the CPC Sun search are typically more more than
Escúchalo en el minuto 45:47
Medición y experimentosSe justifica la contratación e implementación de una herramienta de atribución externa de terceros únicamente cuando el gasto publicitario supera los 5.000 dólares al mes y se opera activamente en más de dos canales.
it real quick rapid fire how much spent would you say you need to have a third party attribution tool over five grand per month and at least more than two channels I would say that's what you
Escúchalo en el minuto 49:26
Medición del impacto indirecto y desfase de YouTube mediante encuestas post-compra
Medición y experimentosAl incrementar el gasto publicitario en YouTube de $50 a $350, los ingresos globales aumentaron un 32% manteniendo el MER, pese a que la plataforma reportó inicialmente un rendimiento deficiente debido a un desfase de atribución de 2 a 3 días. La encuesta post-compra confirmó que las menciones de YouTube como fuente de descubrimiento crecieron del 4% al 16% del total de ventas.
take our cost on these people and go from $50 up to $350 let's scale The ever had kept the same myrr 28% increase in spend 32% increase in Revenue so our our KAC and our myrr stay the same then what was interesting is after that day uh on the 25th the 26th and 27th now all of a sudden YouTube is like w now that's doing 100% better and and things and then F started to introduce timel doing all that I finally can attribute it to to three days later but the we spiked up the YouTube ad spend on that day compared to the day before our post-p purchase survey said 4% of all of the sales of that kit…
Escúchalo en el minuto 6:30
Umbral de CTR del 0,55 % para la optimización de video en Google/YouTube Ads
Canales de adquisiciónEl algoritmo de Google optimiza y distribuye prioritariamente los anuncios de video en YouTube que alcanzan un CTR superior al 0,55 %, despriorizando o reduciendo la entrega de aquellos que quedan por debajo de esa cifra.
the rates are fantastic at 1.1.7 and 0.95 Google optimizes of anything over 0.55 you see these were not 0.55 which is what Google didn't really care about
Escúchalo en el minuto 16:39
Estrategia de contenidosPara cerrar servicios de alto valor (high-ticket), publicar gran cantidad de contenido educativo (podcasts, vídeos) permite nutrir y filtrar a los prospectos de antemano, facilitando que el equipo de ventas solo tenga que tomar pedidos de clientes ya convencidos.
like when a when a lead comes in for tier 11 they usually say hey I've watched like you know 20 videos or I've listen to 100 episodes of Perpetual traffic like it takes a while to convince people like this is a sixf you that we actually know what we were doing by putting out education content selling a service that is a very good all the content and say I disagree and please don't call us that's what we want exactly we want our sales guut just to be an order taker really yeah uh John
Escúchalo en el minuto 50:28
Evaluación de creativos en YouTube Ads mediante el porcentaje de entrega
Canales de adquisiciónEn conjuntos de anuncios de YouTube donde el algoritmo ajusta la secuencia según el usuario, la métrica directriz para mantener un anuncio es su porcentaje de entrega (percentage served): si varios anuncios se reparten cuotas similares deben dejarse activos, y solo deben apagarse o sustituirse cuando su cuota caiga cerca de cero.
it needs that yeah it's and where people most often fail is they'll take this one and pause it and now it's got to try to do what it did before with only 66% of the ads that you left on it's gonna it's gonna interrupt that is your ultimate Northstar right there percentage served okay percentage served so anything below like a 20 or so you're like it's not it's not you want them to be sort of equal to each other if you have 10 ads and they all have 10% those 10 great eight are you know at 12% and the other two at 0.1 they're dead you have to replace them that's how you decide so
Escúchalo en el minuto 20:23
Necesidad de generar demanda en la parte alta del embudo para productos sin volumen de búsqueda previo
Canales de adquisiciónCuando se comercializa un producto innovador que carece de volumen de búsqueda previo en buscadores, las campañas de Search no funcionan por sí solas; es indispensable invertir en canales visuales y de interrupción (como YouTube o Meta) para generar reconocimiento y demanda activa.
search for this but because this is a unique and and know product that has not really been introduced to the marketplace there wasn't existing search traffic for it so you have to generate a market you have generate Demand right exactly awareness top of funnel all that
Escúchalo en el minuto 15:22
Efecto de asistencia y desalineación de atribución directa en YouTube Ads
Medición y experimentosAl escalar anuncios en YouTube, las métricas de atribución directa del canal o del backend (como Shopify) suelen parecer pésimas mientras que canales de captura como Amazon o Google PMax incrementan sus conversiones, sosteniendo el crecimiento de la facturación global.
then when I scaled it up YouTube looked the worst but everything that stole conversions like Amazon and pmax looked amazing and my Top Line held so let's the back end of the first click attribution instead of uh Shopify says the last 30 days that YouTube brought me two new customers and zero returning that's it right and that's what's funny rely it's like yeah I can't rely in app but I also can't rely on third party yeah like if I say hey what is the first click in the last 30 days it's like oh yeah YouTube brought you know two two cool yeah that's two like there's there's YouTube is not even…
Escúchalo en el minuto 26:17
Métricas clave de consumo para retroalimentar la creatividad en YouTube Ads
Canales de adquisiciónAntes de escalar presupuestos en YouTube Ads, se debe monitorear el CTR, las tasas de visualización al 75% y las conversiones atribuidas por clic para ajustar el mensaje de los creativos hacia la audiencia correcta.
right but those those thresholds are percentage served click the rates are important watch rates out to 75% 75% are important click attributed conversions in your audiences are important let that influence your your video creative so that you're targeting the right Market
Escúchalo en el minuto 25:50
Rendimiento comparativo entre YouTube y Meta en captación de tráfico frío para un nuevo producto
Medición y experimentosEn el lanzamiento de un nuevo producto, una cuenta establecida de Meta con historial previo canibalizó el tráfico templado generando un retorno de solo 1.1x, mientras que YouTube Ads operando en audiencias frías logró un retorno de 3.5x medido con páginas de aterrizaje únicas.
so that's what was interesting is like this same strategy executed on meta I mean it's working but it's not I mean it's giving us a 1.1 mrr where on Google and just YouTube by itself everything we could track so far with unique landing page and everything is giving us like about a 3.5 so really interesting um now there is a lot of warm traffic in meta though so I think what meta is doing is kind of cannibalizing the growth in on itself like they're they're really hurting for cold traffic like it's hard for them to old meta account and slapping new YouTube new YouTube for a new product so I…
Escúchalo en el minuto 31:26
Medición y experimentosPara medir la verdadera contribución incremental de un canal de tráfico frío como YouTube Ads, es más valioso incrementar el presupuesto y verificar el efecto multiplicador en todo el ecosistema y en encuestas postcompra, en vez de aplicar pruebas de apagado o holdout que solo reducen volumen.
working well let's Spike up spend what happens post purchase survey what also happens inside of um instead of the overall ecosystem if YouTube is working we should see a lift everywhere it's almost like an incremental test but I like incremental tests not by shutting off and seeing how much volume I could reduce to prove it my volume test is or my incremental test is scale because if you do if you do an incremental test or if you do like a holdout test all you do is lose volume just prove that marketing works but right marketing works at scale is much harder than see I told you that ad was…
Escúchalo en el minuto 20:40
Tasa de acierto creativo y escalado de presupuesto en YouTube Ads
Canales de adquisiciónTras probar 15 creativos en video se redujo la selección a 3 ganadores (tasa de éxito del 20%), lo que permitió escalar el gasto publicitario de $300 a $1,200 USD diarios.
took like 15 videos 15 different videos if I'm not mistaken so narrow down to three which is which is actually a really high percentage Yeah of success yeah it really is yeah especially that you can scale up to ,200 a day from 300
Escúchalo en el minuto 27:27
Descubrimiento de avatar comprador a través de detalles visuales en creatividades de video
Investigación de mercado y clienteIncluir en una demostración en video elementos visuales que conectan con un dolor práctico específico (como manos de mujeres mayores de 55 años usando un kit de aseo que aspira el pelo para no hacer esfuerzo) permitió descubrir y validar accidentalmente a ese segmento demográfico como el avatar más rentable.
Target demographic or an avatar development we stumbled upon it and we accidental things that we did and you maybe see it this is an elderly woman's hand and elderly women apparently are our perfect demographic um women of the ages of 55 and over if you have to groom your dog you don't want to go out there with scissors or Clippers and try to hold a big dog this thing it in the video shows how this thing you know sucks up the dog hair as it Clips it and it's mess free and all the other stuff so we started to
Escúchalo en el minuto 4:11
Fundamentar el aprendizaje de marketing en la psicología del comportamiento
Investigación de mercado y clientePara desarrollar un criterio de marketing efectivo es prioritario estudiar la psicología de la persuasión humana (como en las obras de Robert Cialdini), dado que la mayor parte del marketing radica en comprender cómo toman decisiones las personas e integrar principios clave como la prueba social.
would actually do is get Robert Chini Dr Robert jini's book called influence I would start there because that's about psychology really and mindset itself 90% of marketing it's 90% of marketing and he talks about like he is the guy who actually coined the phrase social proof would go from uh I would go to persuasion which is another great one
Escúchalo en el minuto 36:01
Canales de adquisiciónGestionar campañas de adquisición pagada sin control directo sobre el ciclo creativo completo (preproducción, rodaje y postproducción) genera cuellos de botella operativos que impiden ejecutar la estrategia publicitaria al ritmo que exige el algoritmo.
because they do uh this whole new team is pre-production production and then post-production so and and it sounds please get your creative team your creative Department your creative agency your people that are doing your creative please get me this like it it sucks to be the person that can like I'll just use my doctor analogy like I'm in the surgery room I'm ready to operate but my scalpel is still not made yet like I'm like like give me that um so we just decided basically just decided to you know cure our own problem yeah so yeah
Escúchalo en el minuto 38:46
Canales de adquisiciónUna estrategia de publicidad en YouTube bien integrada en el embudo no solo genera visibilidad directa, sino que amplifica el rendimiento general de las ventas aguas abajo, impulsando la demanda en plataformas externas y marketplaces como Amazon.
meta but YouTube inside of funnel development as to how it pertains to the sales of an overall product and the efficacy of how good that YouTube campaign is can really increase the entire funnel all the way down to you know of your is your product selling on Amazon and how is it you know how is it
Escúchalo en el minuto 0:21
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