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3 Ad Account Structure Mistakes That Are COSTING You Money
25 ideas de marketing sacadas de «3 Ad Account Structure Mistakes That Are COSTING You Money», de Professor Charley T. Sobre todo de medición y…
- 25 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 02 min
- Publicada en 2024
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Gestión del ecosistema multicanal frente al sesgo de atribución individual
Medición y experimentosEn lugar de intentar asignar el crédito de la venta a un anuncio o canal específico, se debe analizar cada canal de marketing como parte de una línea de ensamblaje interdependiente, optimizando el CPA blended y la estabilidad global del flujo de caja.
into that store so the concept of saying what gets credit is a false one it's it's one of it's the wrong question that does not actually have a legitimate answer what we can do is say what environment can we set up that most effectively takes advantage of the universe that we live in of the ecosystem that that exists around our industry and around our products with our Target customers and that's a far more impactful question to ask and with that we can say well how much spend should go to each Channel what do we need to do with each Channel which is the Blended CPA be on each Channel B based…
Escúchalo en el minuto 23:26
Estructura simplificada de Meta Ads con CBO, conjunto ganador y testeo dinámico 3:2:2
Canales de adquisiciónUna arquitectura escalable y estable en Meta Ads consiste en una única campaña CBO a público amplio (Broad), compuesta por un conjunto de anuncios principal con los post IDs ganadores para un producto estrella y uno o dos conjuntos de anuncios de prueba creativa dinámica (DCT con método 3:2:2) diseñados para subsanar debilidades proyectadas del conjunto ganador.
camera this is the campaign structure that can get you to 50 million a year this is one campaign one ad set with your winning post IDs targeting a hero product or customer Journey that you understand the unit economics of against that I have one or two Dynamic creative tests that are set up simply through through the 322 method that are specifically designed to address liabilities that I'm projecting inside of my winning adset this is targeting broad this is CBO this is ultimately leveraging machine learning artificial intelligence and the scientific method to deliver me stable and…
Escúchalo en el minuto 38:32
Medición y experimentosSi un anuncio presenta una frecuencia diaria superior a 1.1-1.3 acompañada de un CPM superior al promedio de la industria, significa que el contenido ofrece una mala experiencia de usuario y el algoritmo se ve obligado a confinarlo a audiencias de medio o fondo de embudo. Escalar presupuesto en estos anuncios solo aumentará los costos unitarios y degradará la rentabilidad.
it if you're not looking at how Facebook is using Those ads you can identify by going into frequency and cpms and all of that stuff relative to understand how Facebook is using this ad in the funnel in your funnel and if your ads all have a daily frequency over 1.1 1.2 1.3 and your cpms are above the average for your industry what that's telling you is you have bad content that people don't want to see and the only good results you're getting are by Facebook showing that to people that are mid or bottom funnel in their own journey and that's ultimately not a scalable thing because the more…
Escúchalo en el minuto 33:00
Medición y experimentosLas pruebas creativas en Facebook Ads no deben concebirse únicamente para 'encontrar un ganador' y trasladarlo a otro conjunto, sino para ampliar la cartera de oportunidades de inversión del algoritmo. Un test debe mantenerse activo (durante semanas o meses) e incrementar inversión mientras mejore el CPA combinado (blended CPA) y la eficiencia del negocio, finalizándolo solo cuando se alcancen rendimientos…
just wrong thinking that a creative test exists to give you a winning that I would say a creative test job is to improve the suite of assets the investment opportunities that experience and when that improves your efficiencies you should invest more into successful and you have a better Blended CPA across your business spend more on that campaign on efficient your creative test isn't ad it's to say how much more volume can environment so with that being said I've Had Creative tests that have run for months and the reason I end them is that ultimately I've hit a law of diminishing returns of…
Escúchalo en el minuto 46:00
Medición y experimentosPara medir la verdadera eficiencia del negocio se debe evaluar el valor de vida del cliente (LTV) dividido entre la suma del CPA blended y el costo de los bienes vendidos (COGS). Conocer la frecuencia promedio de compra (por ejemplo, 2.1 pedidos) permite calcular el CPA total real por cliente y elimina la necesidad de depender de métricas de vanidad o de atribución inflada como el ROAS de plataforma.
PSM this is the metric that I this is the like golden ratio of growth that is the lifetime value of a customer Journey divided by the the sum of the CPA and cogs matter if I know the average customer buys 2.1 times and my Blended CPA as a business is40 Euro well then I know on average My overall CPA for that customer is 84 because it's 2.1 times my Blended look at it as what is the lifetime value of a customer how many purchases do they make and how much does it cost for me to to fulfill and deliver those conversions and when you look at it like that all of a sudden you get rid of silly…
Escúchalo en el minuto 10:19
Medición y experimentosLas decisiones de escalado y rendimiento en Facebook Ads deben guiarse por el Costo por Adquisición (CPA) y el volumen de gasto (spend) comparados con un CPA objetivo combinado (blended) del negocio, descartando métricas como CTR, CPC o ROAS de plataforma. Aunque la atribución del panel de anuncios sea imperfecta, su margen de error suele ser constante; mientras el CPA se mantenga por debajo del umbral objetivo…
definitely say CPA matters the most and spend and what I'm looking at is I don't care about Ras because that's not a real important like CPC doesn't matter on Facebook CTR doesn't matter on Facebook get down to down that road um a good CTR isn't necessarily a good thing at all and a good row as might be the reason later but the reason I look at CPA is because what we're ultimately doing with Facebook ads is amplifying our business model and if we can understand with spend how much of our overall investment into the growth of the business is coming from the Facebook platform we can also…
Escúchalo en el minuto 3:02
El concepto creativo del anuncio debe utilizarse como la verdadera herramienta de segmentación
Canales de adquisiciónAl pautar en plataformas de anuncios digitales se compra atención y no resultados garantizados; por ello, el diseño conceptual y el ángulo psicológico del anuncio deben asumir el rol que antes tenía la segmentación técnica de audiencias para filtrar y captar al público correcto.
Concepts work because you have to remember that what when you run Facebook ads what you're doing is buying attention you're not buying results so you have to make sure the concepts the design of your ad should be built to acquire the right type of attention the way that you've been taught to think about targeting with audiences is the way that you should be thinking about the ads that you design and ultimately what type of ads
Escúchalo en el minuto 52:26
Mantener una estructura publicitaria simple para maximizar la estabilidad y el aprendizaje algorítmico
Canales de adquisiciónUna estructura de cuenta publicitaria con demasiadas variables dispersa el presupuesto entre múltiples partes móviles, lo que reduce la cantidad de datos que recibe el algoritmo de aprendizaje automático para optimizar cada elemento. Simplificar la estructura aumenta la estabilidad, la predictibilidad de los resultados y facilita el diagnóstico de fallas.
is this is one reason that our account structure has to be very simple the more complicated your account structure the less valuable any insight could be the less in the less actionable so the fewer moving Parts you have the easier it is to keep something working and to improve upon it a a simple machine will always outperform in the concept of reliability and Longevity is the more complicated your ad account is the less stable it will be because not not only is it more moving Parts but if you look at each moving part as an employee in your business and Facebook's a machine learning algorithm…
Escúchalo en el minuto 30:23
Canales de adquisiciónDividir las cuentas en campañas separadas de testeo y escalado obstaculiza el aprendizaje automático de Meta; para maximizar resultados, se debe usar un entorno controlado con una o dos variables y permitir que el algoritmo optimice la entrega según la experiencia del usuario.
so the reason that structure works is because we have a control environment with one or two variables and we're letting Facebook use opportunity and if we go in there with an agenda where we're trying to force what we want to happen or we have a testing campaign and a scaling campaign and all these other things we're not actually leveraging machine learning we're not actually leveraging artificial and when you start to use advant when you start to leverage the world's best Machine by taking advantage of its brain that has more data than anything else and your job job is to respect that and…
Escúchalo en el minuto 41:07
Canales de adquisiciónDividir las cuentas en campañas separadas de testeo y escalado obstaculiza el aprendizaje automático de Meta; para maximizar resultados, se debe usar un entorno controlado con una o dos variables y permitir que el algoritmo optimice la entrega según la experiencia del usuario.
so the reason that structure works is because we have a control environment with one or two variables and we're letting Facebook use opportunity and if we go in there with an agenda where we're trying to force what we want to happen or we have a testing campaign and a scaling campaign and all these other things we're not actually leveraging machine learning we're not actually leveraging artificial and when you start to use advant when you start to leverage the world's best Machine by taking advantage of its brain that has more data than anything else and your job job is to respect that and…
Escúchalo en el minuto 41:07
Evaluación del gasto publicitario por impacto marginal en los ingresos totales
Medición y experimentosEn lugar de guiarse únicamente por el ROAS reportado por cada canal, la rentabilidad publicitaria debe medirse evaluando si un incremento en el gasto total genera un crecimiento proyectable en los ingresos globales del negocio superior a la inversión añadida, considerando ventanas temporales de retorno de 5, 15 o 30 días.
is if I'm looking at the overall volume of conversions coming to my business and what my spend is let's say I'm spending for the purpose of this conversation a hundred bucks a day or a th000 Euro a day or 50,000 whatever it happens to be if I increase my spend does my Revenue go up on a projectable basis greater than the volume of spend that I've added and now maybe that doesn't happen on day one maybe it happens on day five or day 15 or day 30 but can I project what that looks like and ultimately that is far more important to me than the revenue that I get from any channel like the the row…
Escúchalo en el minuto 6:36
Medición y experimentosAl escalar adquisición, es preferible aceptar un margen porcentual menor sobre un volumen mayor si produce más beneficio neto absoluto y alimenta la base de clientes que generarán recompras a largo plazo.
lower profit margin result a bad thing you rather make would you rather get a 50% profit on A1 Euro or a like 10% profit on a, Euro yeah like there's a volume game to be done here and if that 10% profit at ,000 also helped you really it's a 10% profit on ,000 but actual volume of customers to come back a second and third time yeah and you're
Escúchalo en el minuto 29:19
Evaluar el escalado publicitario por adquisición de clientes nuevos y no por ROAS de plataforma
Medición y experimentosAl escalar el presupuesto en plataformas publicitarias, la métrica clave a vigilar es el porcentaje de conversiones que representan clientes nuevos frente a recurrentes. Aunque la eficiencia inmediata baje al captar clientes nuevos, se está adquiriendo flujo de caja y facturación futura, evitando ahogar el embudo por optimizar únicamente un ROAS inmediato.
I can say hey when I'm ramping up my Google ads what percentage of My overall conversions are repeat customers versus new when I ramp up my Facebook ads what percentage of my customers are new versus returning and if there's a higher volume of newer customer maybe my efficiency goes down but I know what I'm doing is I'm buying a higher volume of future cash flow and revenue so I might treat Facebook as a row as generation device and ultimately what I do is I completely starve my funnel and then run out of money even though my Facebook row
Escúchalo en el minuto 15:46
Medición y experimentosEl éxito publicitario no debe medirse por métricas aisladas de plataforma como el ROAS dentro del canal, sino por el impacto en las finanzas del negocio: margen de beneficio, volumen de adquisición, costo de suministro y valor de vida del cliente.
everything else now I might give you a worse Facebook platform level result but if that amplifies the rest of your business who cares do I want a three act again do I want the 50% return on1 EUR or 10% on a th000 right do like am I looking at the row as of each Channel then trying to Cipher it or am I trying to say the average customer is worth X money they have X amount of transactions and each one cost me a certain amount of money to buy and a certain amount of money to supply and now all I'm doing is saying how do I get the highest volume of whatever my business objective is whether it's…
Escúchalo en el minuto 43:46
Medición y experimentosEl ROAS es una métrica ineficaz para tomar decisiones porque resulta de dividir un ingreso atribuido imperfecto (cuyo valor medio de pedido y atribución multicanal no se pueden controlar) entre un gasto que no refleja el costo real acumulado de todos los puntos de contacto del cliente.
all the time so my point is one aob isn't controllable and two it's the a of that attributed sale so we know that we're not necessarily getting attribution for every sale the tracking is not 100% and we also know that they might have we might have three or four channels that take credit for that sale so then it's like well how much credit does every channel get and that's an impossible problem to solve because so the numerator the top number in that fraction is one that we can't control and one that we cannot take actionable Insight from so that's pretty bad then the lower half of that is the…
Escúchalo en el minuto 20:48
Medición y experimentosEl objetivo principal al gestionar la adquisición de atención no es lograr un pico aislado de rendimiento, sino estructurar el sistema para obtener unit economics estables y predecibles sobre los cuales construir y optimizar.
is as a business development person as a banker how do we best set up a most confidently Deliver Us stable unit economics on the acquisition and yourself right and your job is not to get the best result your job is to get the most stable result and then improve
Escúchalo en el minuto 25:16
El coste de oportunidad e ineficiencia del retargeting estrecho en paid ads
Canales de adquisiciónConcentrar presupuesto publicitario en audiencias de retargeting (como carritos abandonados) suele ser ineficiente porque la gran mayoría de esos usuarios nunca comprará. Aunque genera métricas de ROAS aparentemente altas en la plataforma, tiene un elevado coste de oportunidad frente a usar ese capital para adquirir nuevos clientes a un CPA rentable.
using audiences like audiences on Facebook is an obsolete technology I'm retargeting audience is primarily made up of people who are never going to buy have visited your website let's say you are one of the greatest businesses in the world and 10% of those people buy that means 90% of the people that you're paying extra to talk to 90% of that spent on folks that have never going to buy from you that's really bad for business but it makes your Facebook look good because the Raz of that ad or that like the opportunity cost of getting that one good Raz transaction versus a high much higher…
Escúchalo en el minuto 16:51
Los creativos con mayor gasto algorítmico suelen sostener la prospección del ecosistema omnicanal
Canales de adquisiciónEl anuncio que el algoritmo elige para consumir más presupuesto publicitario no siempre presenta el CPA directo más bajo o el mejor ROAS aparente; sin embargo, suele ser la pieza que introduce nuevos usuarios al embudo, impulsando las conversiones posteriores en retargeting, email y búsqueda orgánica.
and sometimes the ad that gets the most spend doesn't have the best results in fact one of the things I hear people complain about all the time is why do my bad ads get so much spend my business is doing great if my good ads can get spent thatd be doing better and the honest truth is maybe the reason your business is doing well is because you bad ads are getting spent and that's what's driving the success of your good ads good ads with a great CPA that Facebook's using as a retargeting ad or your search or your email or your organic traffic and
Escúchalo en el minuto 9:25
Medición y experimentosLa verdadera escala publicitaria no se logra persiguiendo picos artificiales de ROAS mediante configuraciones complejas, sino mejorando el viaje del cliente y el margen tras la compra; al elevar el valor y margen generado por cliente, la empresa puede permitirse un costo de adquisición mayor y aumentar sostenidamente su presupuesto de pauta.
is instead of trying to spend as much money on Facebook to get the best row as can start to think about how can I do a better job at earning the right type of attention in a way that is stable and improves over time so that if I do nothing Facebook just gets better and the better it gets the larger my margin is on the average customer Journey meaning the more money I can spend to acquire any customer meaning the higher my budgets can be that's how you scale a business versus trying to hockey stick a I'm able to improve the business after the click and after the purchase to improve my margin…
Escúchalo en el minuto 36:02
El valor del media buyer radica en la simplificación operativa y la visión estratégica
Canales de adquisiciónEl objetivo de un especialista en pauta es construir una estructura de campañas tan simple y automatizada que requiera mínimo mantenimiento semanal, orientando su verdadero valor hacia la identificación de oportunidades de crecimiento macro y no hacia la manipulación constante de la cuenta publicitaria.
question and the honest truth is your job is to keep the the operation so simple that it doesn't require a lot attention and maintenance however that takes a long time to get on the ad account but that takes a lot of dedication and expertise to get to simple it's not about what's happening today your job once Facebook takes you an hour a week Max to manage is to understand where the biggest opportunities are and ultimately
Escúchalo en el minuto 54:22
Roles complementarios entre canales de generación y captura de demanda
Canales de adquisiciónEn lugar de intentar aislar de forma rígida qué canal trae clientes nuevos o recurrentes, se debe entender el rol de cada herramienta: plataformas como Facebook generan notoriedad e intención (creación de demanda), mientras que herramientas de búsqueda como Google monetizan y capturan esa intención existente.
have to know what I have to do is say how what is each tool in my toolbox doing and then how do I take best advantage of what they do well yeah so I don't necessarily know if my Google search is driving me new customers or returning ones I don't necessarily know of say I have a business that works how do I get a higher volume of transactions understand that Facebook is an amplification of my business and is generating awareness and intent Google is monetizing event uh intent and awareness and both of them by the
Escúchalo en el minuto 13:25
Canales de adquisiciónContrario a la creencia habitual de que mayor presupuesto siempre incrementa el CPA, alimentar los algoritmos publicitarios con mayor volumen de gasto y conversiones proporciona más datos para que el sistema optimice la entrega y reduzca el costo unitario.
one it will not always happen that when you increase spend the CPA goes up I've actually seen it when you use Facebook properly your CP goes down when you spend more because you're getting more data into the machine so it's
Escúchalo en el minuto 28:48
El valor del media buyer radica en anticipar la estacionalidad del costo de atención publicitaria
Canales de adquisiciónEl costo de la atención en plataformas publicitarias es dinámico y varía fuertemente por estacionalidad (siendo típicamente más bajo a inicios de año). El rol principal de un comprador de medios experto es anticiparse a estas fluctuaciones del entorno y adaptar las campañas proactivamente, evitando que el dueño del negocio tenga que gestionar o reaccionar a caídas estacionales de rendimiento.
until next month like we saw why am I paying anybody to do anything in January February March and then April comes and September but when you compare them to the best months of the year and the lowest price of attention that is January February and March they look objectively bad but if you don't have an expert at the helm that understands that that's happening and how to accommodate our environments are going to be dynamic job as a media buyer is to make it so that the business owner never needs to respond to Market changes you're already ahead of that you already know what's going to happen…
Escúchalo en el minuto 55:41
Canales de adquisiciónLas actualizaciones de privacidad en sistemas operativos (como iOS 14 o iOS 16.5) solo perjudican a los anunciantes que operan con tácticas frágiles o deficientes. Cuando los competidores se retiran o reducen presupuesto culpando a la pérdida de datos, se genera una ventaja y mayor espacio publicitario para quienes alinean sus objetivos con la experiencia de usuario y el algoritmo de la plataforma.
results and they think that iOS 14 was a reason that they're Facebook ads were like it's only going to harm you if you're doing things poorly if you're doing things others where they will have to pull back is only going to give you even more Market opportunity to get even better identify is actually an opportunity for aligning my business objectives as a media buyer as a Facebook Advertiser
Escúchalo en el minuto 49:23
Medición y experimentosEl ROAS es una métrica sujeta a la suerte a corto plazo porque depende directamente del valor medio del pedido (AOV) atribuido a una venta, una variable que el anunciante puede intentar influenciar pero no controlar individualmente por cada transacción.
that Ross depends on luck which is first off roaz itself is the aov of an attributed sale divided by the spend that we're attributing to understand there is aov is not controllable like you might be able to influence what people spend but you have no idea if someone's going to come in and drop 20 Euro or 2,000 like you have
Escúchalo en el minuto 18:53
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