29 ideas de marketing sacadas de «3 Steps to Meta Ad Scaling Success», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
Ver la entrevista entera en YouTube
Las 29 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
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.
Se debe configurar únicamente una campaña por cada objetivo de negocio y evitar tener dos o más campañas compitiendo para entregar el mismo resultado.
anything. Um, you should have one campaign per business objective. I would not have two campaigns designed to deliver the same business result.
La frecuencia diaria en Meta indica la proporción de presupuesto destinada a retargeting intra-día: una frecuencia de 1.1 equivale a un 90% de prospección (10% de repetición), mientras que 1.5 significa que el 50% de los usuarios ve el anuncio más de una vez al día. Cuando la frecuencia sube, el anuncio funciona como retargeting algorítmico aunque la audiencia sea amplia o lookalike, elevando el CPM y la eficiencia…
is to understand if your frequency by day is a 1.1, that means 10% of people are seeing that ad twice. That ad is basically 90% prospecting. If your frequency is a 1.5, that means 50% of your That means 50% of people are seeing your ad at least twice today. That means 50% of your budget is being used to retarget people with that ad in the same day. It is functionally a retargeting ad even if the audience is broad, even if it's a lookalike, even if you're excluding everybody. If somebody's being retargeted by that ad in the same day and that's 50% of people, that is a retargeting ad and…
Diferentes creativos dirigidos a la misma página de destino pueden generar valores medios de pedido (AOV) distintos, ya que el producto anunciado suele operar como gancho y no siempre es el que el cliente termina comprando. Para evaluar la rentabilidad real, se debe configurar el AOV en columnas personalizadas del administrador de anuncios y optimizar según el margen bruto por transacción (la diferencia entre AOV y…
ads is I want us you to start to look at your actual gross profit per transaction. Now, one of the to understand that this that that two ads going to the same landing page are going to have different average order values. And that's going to happen for three reasons. Number one, first off, just because your ad exists doesn't mean that's the product that people are buying. Like McDonald's pushes out the Big Mac, but you might go to get yourself a milkshake and fries. The point is that people don't always necessarily buy what it is that you're selling when what you're selling might be your hero…
Es recomendable configurar una métrica personalizada de beneficio bruto por transacción (AOV menos costo por compra) para evaluar anuncios, ya que un anuncio con un CPA más elevado pero con mayor ticket promedio (por upsells o bundles) puede generar el doble de margen neto que uno con CPA bajo y ticket reducido.
What we want to do is basically make a custom column in our dashboard called gross profit per transaction. And this is going to tell us the gap between our average order value and our cost per purchase. Now, why does this matter? sale for 35. Well, you made $15 gross profit per transaction on that sale. what if there was another ad that cost 40 or 45 to make the sale, but it never But what if the AOV on that was, say, $75? Because those people overwhelmingly took What that means is you are making 15 bucks, the 50 minus 35, instead of making $30, the 70 minus 40 or 75 minus 45. At $10 more per…
Al lanzar nuevos anuncios, se debe evitar crear campañas adicionales y preferir consolidar la estructura, ya que un mayor número de campañas dispersa la data y reduce la eficiencia del algoritmo de entrega en Meta Ads.
run more ads, do not start more campaigns. The more campaigns you run, the dumber your machine is, all right?
Al realizar pruebas de anuncios, no se deben usar creatividades completamente diferentes entre sí; conviene mantener una base homogénea y variar únicamente elementos específicos como tres versiones del gancho (hook). Introducir variaciones totales anula el valor de la prueba y constituye un mal uso de la herramienta publicitaria.
question. Does the GG ads work when the ads are completely different? Don't make the ads completely different. You can have three different variation hooks absolutely but if the ads are completely different then you're not actually testing ads you're just you're misusing the tool.
La base del embudo comercial se articula entre el marketing de inventario (canales propios y audiencias suscritas como email, SMS y comunidades) y el marketing de intención (búsqueda de pago o marketplaces donde el usuario ya manifiesta interés activo de compra).
Now, that marketing funnel, the step above your website is what we call inventory marketing. This is email, SMS, people in your Slack group or Discord community, people on your broadcast channels for Instagram. Folks who have opted in to seeing your messaging. Above that, we have intent-based marketing. This is PPC. This is search and This is search and Amazon, stuff like that. The purpose of
Tener un CPA bajo en plataformas como Meta Ads puede ocultar una falta de crecimiento real si la publicidad solo impacta a usuarios que ya tenían intención de compra, reduciendo el levantamiento incremental del negocio. Para escalar de forma rentable, se debe evaluar el beneficio bruto por transacción comparando el CPA contra el ticket promedio (AOV), ya que tolerar un CPA más alto (por ejemplo, subir de 30$ a 50$)…
your bottom line is that it also means you're providing way less incremental lift to all of your other marketing If you're reaching far fewer people, and the people that you reach are also more likely to buy anyway, your Facebook ads can look amazing and you'll never be able to scale your business. understanding that gross profit per transaction really helps. If you have an item where the CPA is $20 higher, let's say from instead of 20 bucks, let's say instead of 20 to a $30 CPA, it's a $50 CPA. But the AOV, instead of being 45, is 105. One of those makes you a lot more money per transaction…
Para optimizar campañas de catálogo dinámico (DABA y DPA), es necesario curar los feeds priorizando los productos que impulsan una mejor experiencia y una mayor tasa de segunda compra, estructurando catálogos independientes alineados con metas de negocio concretas: flujo de caja futuro, volumen de transacciones o margen de beneficio.
that, curate your product feed with best performers. Yes. Also, optimize for the ones with the best customer journey, second purchase rate. Yes. And make different catalogs with different business objectives. Yes, Look understand how to appropriately align your catalogs with the different business objectives of future cash flow, volume of transactions, and profit
En plataformas sociales como Facebook e Instagram, los anuncios que ofrecen una experiencia atractiva y disfrutable para el usuario son distribuidos por el algoritmo a audiencias de mayor calidad y con mayor frecuencia a un menor precio por impacto publicitario.
A good ad isn't about a high-pressure sales pitch or flashy gimmicks. It's about creating content that people on Facebook and Instagram want to see. that people enjoy get shown to a higher quality person, more often, and more of them for a lower price. Just think about remember the golden rule. A good ad attracts attention, appeals to your target audience, and gives them a good experience on the platform. So, let's
Segmentar conjuntos de anuncios de forma rígida por fases del embudo (TOF, MOF, BOF) es un método obsoleto en Meta Ads; en su lugar, se deben concentrar los esfuerzos en crear anuncios que resuelvan objetivos comerciales específicos y dejar que el algoritmo y el propio contenido determinen a qué etapa del usuario impactar.
interested in having three different ad sets for each stage in the funnel. Your creatives will be used by the platform differently. I don't want you to have ad sets for each stage of the funnel. I want you to be focusing on making the best ads you can to meet the business objectives that are necessary for you. And then understand how the platform is do give you here is the idea that having ad sets by part of funnel is a very antiquated way of doing things. Basically, since 2017, that was the wrong way of doing things. So, let me help you save 6 years, 7 years, 8 years of heartache and just…
Cada componente de un anuncio en Facebook cumple una función secuencial: el creativo detiene el scroll y capta la atención; el titular aporta contexto y genera la intención de clic; y el texto principal resuelve objeciones para convencer a los indecisos, aunque la gran mayoría de usuarios decide si hará clic antes de llegar a leerlo.
We've stopped the thumb and we've created a lean-in experience. That's the job of the creative. Then we get to the second part, which is the headline. And this is generally 5 to 10% of why somebody clicks on your ad to go to your website because it gives context to the creative and ultimately inspires the third part, which is the primary text, the words above the video. This is ultimately only 5 or 10% of why somebody headline in that experience. It should give context to the rest of the ad and ultimately, most people by the time they've gotten to the primary text have decided whether or not…
Aun con presupuestos bajos (como 20 dólares al día), es preferible emplear anuncios dinámicos antes que anuncios estáticos individuales. Las creatividades individuales obligan a acertar al 100% en la configuración del anuncio para funcionar, mientras que el formato dinámico delega la optimización en el algoritmo para mejorar el rendimiento con el tiempo.
whether you're spending 20 bucks a day or 20,000 a day, I would still use dynamic ads. Uh the bottom line is, if you're only spending 20 bucks a day and you're not using dynamic ads, you're going to live and die by your ability to be correct when you build your ad. And if you're not 100% correct 100% of the time, you're going to see success 100% of You're going to not see success 100% of the time. But, if you use dynamic ads, even at smaller budgets, you're going to get better and better
Cuando una creatividad pierde rendimiento en subastas abiertas (CBO), se puede extraer valor residual trasladándola a campañas Advantage+ Shopping (ASC) para impactar a usuarios con alta intención de compra, y finalmente a campañas con límite de costo (Cost Cap) para capturar conversiones baratas sin riesgo de sobrecoste.
The point here is if you have post IDs, eventually, if they don't provide value in an equal playing field, we can then leverage ASC to show those ads to people who are in the buying market so that we create even more fatigue, but we might be able to get a little bit more opportunity out of it. And if that doesn't work, then you just throw it in the cost cap campaign and see if you get lucky. And then eventually you can just
El elemento visual del anuncio (imagen o video) es responsable de entre el 80% y el 85% de la decisión de un usuario de detener el desplazamiento por el feed de redes sociales.
First, we have the creative. This is the image or the video in your ad. This is 80 to 85% of why somebody stops their scroll. And by the way, these numbers and data are backed by dozens and dozens of studies going back over a decade.
El click-through rate (CTR) no debe guiar las decisiones de optimización en Facebook Ads porque contabiliza interacciones superficiales (como hacer clic en 'ver más' o en el nombre de la página) en vez de evaluar si aumentar el volumen de inversión incrementa los ingresos reales del negocio.
action. The idea is that if you turn up the volume, you make more money. If the answer is yes, spend more money. If the answer is no, fix it. metrics, and click-through rate is a is a completely uh nonsense metric when it comes to Facebook ads. Also, sometimes your click-through rate is going to be different than the actual amount of clicks because a click on an ad can very well just be clicking the see more button, or the stop button, or the play button, or clicking on the name of the account and going to their page.
Los anuncios centrados en venta agresiva, características o manejo de objeciones apelan a una audiencia reducida; por ello, el algoritmo de Meta los entrega como anuncios de fondo de embudo con mayor frecuencia, CPM más alto y CPA más bajo. Aunque sean eficientes con usuarios listos para comprar, no pueden escalar en prospección porque no generan interés en usuarios fríos que aún no conocen la marca.
The closer that ad is to the sales point, meaning that the person that clicks on that ad is most likely to make a transaction and it appeals to a smaller group of people, those ads tend to have a higher frequency and are more efficient. If an ad appeals to a lot of people, it's very rarely a hard sales ad. It's an ad that generally has a lower CPM, a lower frequency and a higher CPA. An ad that is really good at getting a sale, say for instance, a static ad that has features and benefits on That ad tends to have a higher frequency, a higher CPM because it's sitting lower in the funnel in how…
El porcentaje de clics (CTR) no debe utilizarse como métrica clave para optimizar anuncios en Facebook Ads, ya que intervienen demasiadas variables contextuales que lo convierten en un dato sin accionabilidad directa.
Click-through rate, however, has is an in-actionable metric when it comes to Facebook Ads. ignore that. It's it's a nonsense metric when it comes to Facebook Ads. There are way too many variables that that metric has no actionability. And if anybody
Los anuncios de respuesta directa agresivos enfocados en cerrar ventas a menudo reciben una puntuación de calidad más baja y mayor fatiga estimada por los algoritmos de Meta, ya que priorizan la conversión sobre la preferencia general del usuario. La optimización debe guiarse por los resultados de negocio y la relación entre CPM y frecuencia, en lugar de obsesionarse con las métricas de calidad de la plataforma.
thing, high-performing ads generally have a higher ad fatigue. And high-performing ads generally have a lower quality ranking. Why? Because they're direct response ads that are better at getting the sale. They are ads that people are less likely to want to see because they are more aggressive at getting the sale. They are Do I care about the quality rankings? No. Do I look at them? No. What I care about is business results. And to scale. And the quality ranking is the CPM and the frequency. You don't need
Depender únicamente de anuncios de respuesta directa dirigidos al fondo del embudo genera alta frecuencia y CPMs elevados, limitando la escalabilidad del negocio. Estos anuncios solo capturan a usuarios listos para comprar en el último punto de contacto, pero no generan nuevo interés ni construyen un crecimiento sostenible en un recorrido de compra de múltiples interacciones.
biggest mistake most advertisers make is they try to get a sale with every single ad and they define success for an ad by how many sales it can take credit for. These types of high-pressure direct response ads are what we call bottom-of-funnel ads. They're not the reason somebody walked into the store. They're also not the reason somebody was interested in the product, but they are there when somebody has the credit card look really efficient, they have two big problems. First, if you run a 4PI that they have a very high frequency and a very high CPM. And number two, these aren't scalable and…
Optimizar campañas exclusivamente hacia el CPA más bajo lleva a los algoritmos publicitarios a mostrar anuncios con mayor CPM y frecuencia a usuarios que ya estaban al final del embudo, lo que disminuye el alcance de nuevos clientes y canibaliza las ventas que habrían entrado orgánicamente por email, búsquedas o marketplaces.
right? Now, here's the problem. Those ads overwhelmingly also have a higher CPM and a higher frequency. The reason that they're super efficient is because Facebook is using them further down the And fun fact, when you focus on CPA and you start focusing on these ads with higher frequencies and higher CPMs you're reaching fewer people and what that does more than anything when you scale them up is it gives you less new email addresses, less Google searches, less Amazon sales. You're making Facebook more effective to in a way that ultimately starves the rest of the business. I've seen people…
No se justifica complejizar la estructura técnica de anuncios ni gestionar múltiples campañas a menos que se alcancen entre 20.000 y 30.000 dólares de presupuesto o cientos de transacciones diarias.
this stuff up unless you can afford to support four or five campaigns. And the honest truth is, unless you're spending 20,000, $30,000 or you're getting hundreds of transactions a day, getting down this rabbit hole is probably a waste of your time.
A diferencia de otros modelos de negocio con retención o monetización posterior, en el marketing de afiliados el valor del ciclo de vida del cliente (LTV) se limita a una sola transacción, obligando a que la adquisición sea rentable desde el primer impacto.
Love it. Um and honestly everything we talk about completely works for affiliate. It's just a matter of understanding that the affiliate deal you're not get looking into future cash flows and daily profitability where the importance of your LTV is basically one transaction. Otherwise, everything is
Un negocio sostenible se define por la adquisición de flujo de caja futuro con beneficio; la segunda transacción y los ingresos recurrentes son sustancialmente más rentables que la primera venta.
Business is about the acquisition of future cash flow at a profit. The second transaction is way more profitable than the first. Reoccurring revenue is the most profitable revenue that you'll make.
Buscar una eficiencia extrema reduciendo artificialmente el CPA en publicidad de prospección limita el alcance hacia una audiencia hiperreducida, lo que perjudica el volumen de búsquedas orgánicas, la captación de bases de datos y la capacidad de escala global del negocio.
if you focus on the efficiency of your Facebook ads by getting the CPA to be as higher CPM and a higher frequency, you are reaching fewer people who are more it does so at the expense of the volume of people who are searching for you, the The more efficient you make the top of the marketing funnel, the less the volume is throughout the entire funnel. efficiency and cost caps and CPAs and all that stuff, what you're doing is starving growth potential
En negocios con cientos de variantes de producto, los productos estrella ('hero') deben identificarse a partir de los márgenes escalables rentables y de aquellos diseños que fomentan que el cliente compre más veces. En torno a esos productos clave se deben estructurar ofertas empaquetadas o lotes (bundles) para maximizar el valor del pedido y la recurrencia.
honest with you, Tommy, is look at the profitable scaling margin across each one of those designs and understand if there are certain batches that get more people to buy more from you more often than other ones. Those would be my hero products. And then start to build out offer construction around the products. Can you batch things together? Can you bundle things together? What can you do to get somebody to pay you more than once? Your offer will become your hero offer. The product in featured in the offer will be the means of opportunity
El viaje del cliente trasciende el embudo de marketing de la marca; los prospectos ya se encuentran en distintas fases de consciencia y experiencia previa con competidores en el mercado, por lo que los anuncios no deben asumir un recorrido lineal cerrado.
and your ads are two different things. Your customer journey and your marketing funnel are two very different things. Your customer does not exist solely in your funnel. They exist in a funnel and a customer journey that's much bigger point is every single customer is at a different stage of their customer The way that your ads are used in the platform has almost nothing to do with the actual customer journey.
El formato publicitario flexible (dynamic creative) presenta tres desventajas principales: mayor dificultad para saber con certeza qué elemento exacto impulsó el resultado, un costo inicial de aprendizaje que consume presupuesto en combinaciones perdedoras, y la imposibilidad de extraer Post IDs para retener la prueba social en anuncios de generación de leads.
there's three disadvantages. Number one um it's going to be harder for you to know exactly what's working. Another disadvantage of the flexible format is that you're going to spend money on ads that don't work. So, if you you're going to have more waste in the flexible ad format than if you don't. Um the other disadvantages for lead gen ads, you're not able to extract post IDs.
Intentar conseguir rentabilidad inmediata el primer día optimizando el canal menos eficiente es perjudicial si la estrategia termina asfixiando y restando volumen al resto de canales de adquisición.
for day one profitability by making your least effective channel more effective in a way that starves the volume of everything else. That is bad
Esta es una de las 1872 entrevistas despiezadas. Puedes ver todas, leer las ideas por tema o empezar por la ruta guiada si no sabes por dónde.