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2023 Facebook Ads Course: AI & ChatGPT Strategies for a Million Dollar Ad Account

14 ideas de marketing sacadas de «2023 Facebook Ads Course: AI & ChatGPT Strategies for a Million Dollar Ad Account», de Professor Charley T. Sobre todo…

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Las 14 ideas, con su cita y su minuto

Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al segundo exacto del vídeo para que la compruebes tú.

Validación de titulares de anuncios con datos de búsqueda de YouTube y Google

Mensaje y copywriting

Para optimizar el CTR de los titulares en anuncios pagados, conviene testear las opciones generadas con herramientas de palabras clave (como vidIQ) y seleccionar aquellas con buen volumen de búsqueda y baja competencia (puntuación superior a 60), aprovechando el lenguaje natural que la audiencia ya utiliza.

two, right? So it sounds like we have too many. Let's go validate these ideas and see which ones are going to work best for us using another fun tool called vidIQ. So vidIQ is a really great tool. Now, what vidIQ will do is it scans all of Google and YouTube to understand what keywords are going to get Facebook, but we're not asking for the whole app. We're asking for the headline that's going to give us the best opportunity for a high performance click through rate. Now, I love using this tool because what is the title of the video, but a headline underneath a piece of rich media. And that's…

Escúchalo en el minuto 11:30

Estructura 3x2x2 para Dynamic Creative Testing (DCT) en Meta Ads

Canales de adquisición

Configura pruebas de creativos dinámicos (DCT) utilizando 3 creativos que hayan funcionado en orgánico, 2 textos principales y 2 titulares. Esto genera 12 combinaciones posibles sobre una misma idea de producto/oferta para que el algoritmo determine la entrega óptima sin microgestión.

Disruptor School page, of course. And let's start off by selecting our creatives. Now these are videos The exact video that already worked really, really well on Organic Social. We got it. Let's grab the other two. texts. Now alone, right here, what we have is three creatives, two primary texts. We now only need only going to get better and means that we've got a dozen ads in the marketplace. Because remember, it's three creatives, two headlines, two primary texts. That equals a total of 12 ads. And we let Facebook organize that copy in any way it sees fit. And you know what? That copy is…

Escúchalo en el minuto 27:02

Evitar públicos similares e intereses a favor de la segmentación abierta (Broad Targeting)

Canales de adquisición

En Meta Ads, el uso de públicos similares del 1% y grupos de intereses descarta arbitrariamente a la gran mayoría del mercado potencial y se basa en señales sin intención real de compra; la segmentación abierta (Broad) permite que el algoritmo distribuya los anuncios de forma puramente meritocrática según la respuesta creativa.

what detailed targeting we use? Absolutely none. And due to targeting. Now, this is sadly still up for debate, which is wild, because it's been the truth for over half a decade now. But when you use something like a lookalike, let's say it's a 1% lookalike, that's actually a 99% exclusion of all of the people that might want to see your content based off of what? Facebook's pixel data? Is that all inclusive? narrow down an audience of, what is this? 273 million down to 2 million based off of a data set that's less than 0.1% of that? No, that makes no sense. That makes no sense. And we're not…

Escúchalo en el minuto 23:35

Configurar Dynamic Creative a nivel de conjunto de anuncios (DCT) en Meta Ads

Canales de adquisición

Al implementar pruebas de creativos dinámicos en Meta Ads, se debe activar la opción a nivel de conjunto de anuncios (DCT) y no a nivel de anuncio (DCO), ya que la configuración en el ad set accede a un conjunto de datos mucho mayor y genera un entorno de testeo creativo controlado más consistente.

we are going to hit dynamic creative at ad set level, because when we do dynamic creative at the ad set level, it taps into more information. This is a DCT dynamic creative test. When you do DCO, which is dynamic creative at the ad level, you're actually accessing far fewer sets of data. Do it at the ad set level? There's no good reason not to. This is a controlled creative test. It's how you run Facebook ads. And honestly, I haven't built a single account in the last five years that doesn't But it's been the better part of a decade since anything outside of this was able to compete even

Escúchalo en el minuto 22:05

Estructurar prompts secuenciales para alinear el tono del anuncio con la landing page

Mensaje y copywriting

Para lograr que el copy del anuncio mantenga la misma voz que la página de destino, estructura el prompt con IA en pasos secuenciales con pausas de validación: primero pedir el análisis del tono de la URL y luego solicitar la redacción de los textos publicitarios y titulares basados en esa identidad.

used in our ads. Now what I like to do is give it the order of operations that I'm going to ask for. So step one ask me for my web page URL. Step two tell me the tone being used on my web page. Step three write me two Facebook ad primary text. Step four write me 10 Facebook ad headlines. Take a break after each step and ask me if I am happy with the work. Done. Fantastic. So now we've got a really simple prompt that is very directly going to identify the voice and timbre language, the tone of the landing page. So when somebody clicks on the ad the landing page looks and feels exactly like the…

Escúchalo en el minuto 5:44

Selección de creatividades publicitarias a partir de publicaciones orgánicas ganadoras

Canales de adquisición

Antes de lanzar anuncios en Meta Ads (por ejemplo bajo el método 3:2:2), conviene auditar el contenido orgánico en Instagram Reels y elegir los videos que ya demostraron alta interacción y reproducciones para usarlos como creatividades publicitarias validadas.

posted organically to our social media channels and pick the winners. So what we have here is my Instagram account. Now I think an Instagram account is a great way to see what's going to work well on the Facebook ads platform. Why? Cause it's already performing well here. What's engaging? What's good view counts, but more importantly than just view, I also want to see the volume of engagement. these are already working. And if you notice, they're all basically of the same concept. It's they're all more or less the same style. So this is an amazing route for a concept inside of the 322 method.

Escúchalo en el minuto 16:17

Generación de copy publicitario congruente usando la landing page validada como fuente en IA

Mensaje y copywriting

Para asegurar máxima congruencia entre el anuncio y la página de destino, utiliza una landing page validada como base de conocimiento para la IA: indícale que analice su tono y voz exactos y genere a partir de ella los textos principales y titulares de las campañas.

have a conversation and apply to get started right away. Now what we want from our ads is a very congruent experience that meshes very well with the landing page that somebody's going to hit. So let's use the landing page to write all of our ads. Side note we already know this landing page works really well I've been running traffic to this for years now organically and with paid so what we're doing is we're taking a proven known great user experience and we're going to amplify our business right? Can you please scan my web page tell me the tone and use that tone and voice to write me two…

Escúchalo en el minuto 2:38

Evitar la apelación directa en el copy publicitario en Facebook Ads

Mensaje y copywriting

En la redacción de anuncios para Facebook Ads se debe evitar interpelar directamente al usuario señalando atributos o condiciones personales ('direct addressing') para prevenir infracciones a las políticas de la plataforma y el baneo de la cuenta publicitaria.

Because we're trying to avoid the direct addressing in the ad copy, which again can get you banned on Facebook. So we're not going to run a Facebook ad to help people succeed in Facebook ads and violate their terms and services while we're doing it. That'd just be dumb. All right. And now we've got two

Escúchalo en el minuto 10:12

Evitar pronombres en segunda persona en el copy de Facebook Ads

Mensaje y copywriting

Al redactar el texto principal para anuncios de Facebook, evita o restringe el uso de pronombres directos en segunda persona («tú», «tu» / «you», «your») para reducir el riesgo de fricciones o rechazos vinculados a las políticas de atributos personales de la plataforma.

issue. Sometimes with Facebook Ads, using you and your might cause some trouble. So let's address that problem, man. Get another response. Can you please rewrite these two primary texts without using the words you or your or your? Thank you so much. Bang. All right. Absolutely. I love it. And it understands why.

Escúchalo en el minuto 9:41

Innecesidad de pagar exclusiones de clientes en segmentación amplia

Canales de adquisición

Excluir audiencias de compradores previos en campañas abiertas añade costos y restricciones innecesarias. Con presupuestos y CPMs estándar, el gasto teórico máximo de impactar repetidamente a esa base es marginal y el algoritmo de subasta evita saturar a usuarios desinteresados por diseño.

well, I've got 2000 people that have bought. I don't want to waste money targeting them. Okay, what's your budget? Let's say it's 1000 a day, your CPMs are 20 bucks. At max, if you reach every single one of those customers, let's say twice a day, that's 80 bucks out of the thousand. And do you really think they're going to hit every one of those customers twice a day, every single day? No. So don't worry about it. Remember, most of the people that teach you how to do We're going to use advantage plus placements. Why? Because we're not paying extra to exclude people.

Escúchalo en el minuto 25:31

Homologación de nombres entre anuncio y conjunto de anuncios en DCT

Medición y experimentos

Asigna exactamente el mismo nombre al anuncio y al conjunto de anuncios al montar pruebas dinámicas (DCT). Esto simplifica la lectura de reportes analíticos al permitir una correlación directa y unívoca (uno a uno) entre los niveles de la campaña.

Look, boom. The ad name and the ad set name should be identical. That way, when you pull reporting at the ad set level or at the ad level, you're able to know one-to-one relationships of where things are. There's no benefit to not naming the ad the same thing as the ad set when running a DCT. There's

Escúchalo en el minuto 26:34

Uso del objetivo de ventas con conversión personalizada para agendar llamadas

Conversión

Para campañas enfocadas en llenar calendarios de llamadas de venta de alto valor, es preferible utilizar el objetivo de Ventas en Meta Ads con eventos de conversión personalizados y CBO (Advantage Campaign Budget) en lugar de campañas de tráfico o formularios directos de clientes potenciales.

Fantastic. So what we're going to do right away is we're going to make a new campaign. We're going to say in this case that it's a sales campaign. Now we are ultimately trying to get people to sign up for a sales call, but I'm not trying to get leads for a CRM list and this isn't a traffic campaign. So sales will absolutely work. We're just going to tweak what the conversion is based off of my page and a work. Now obviously when we come in here, first things first, we're going to turn on CBO or in this case it's called Advantage Campaign Budget. Let's throw in a hundred. And what are we going…

Escúchalo en el minuto 19:02

Combinar eventos personalizados con eventos estándar y Advanced Matching para alimentar la optimización amplia

Medición y experimentos

Al configurar conversiones específicas en páginas de captación, disparar simultáneamente el evento personalizado y el evento estándar de 'Lead' con coincidencia avanzada (Advanced Matching) proporciona al algoritmo de Meta suficientes datos de usuario para sostener la optimización con segmentación abierta.

MBA application. Now the reason we're doing that is because we have placed a specific bit of code code written on the page so that we can tag for a custom event and ultimately leverage both advanced matching and our custom conversion event so that we even get to see inside of our lead event. And you can see it here. Lead and down here says lead. Great. Here is a customer. We have the meta pixel code. There we go. MBA application. And down here, MBA application. When you install that conversion to be somebody firing the MBA application, but it's also tracking that as a lead event. So we're…

Escúchalo en el minuto 20:36

Mejora del 20% al 30% en rendimiento de anuncios al usar lenguaje validado por búsquedas

Medición y experimentos

Alinear los titulares de anuncios con el lenguaje real y las intenciones de búsqueda indexadas en motores de búsqueda genera un incremento del 20% al 30% en el rendimiento publicitario en cuestión de días, desplazando a la mayoría de los controles anteriores.

go to the web page. When I have done this, I have noticed my performance on my ads increased by 20 to 30 within days. And basically all my old control ads are pretty much all dead with the exception of maybe five or 10% as soon as I started doing this about six months ago. And it is an absolute game changer.

Escúchalo en el minuto 12:59

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