Marketero · Entrevistas
3 Tips to MAXIMIZE your PROFITS
35 ideas de marketing sacadas de «3 Tips to MAXIMIZE your PROFITS», de Professor Charley T. Sobre todo de canales de adquisición, medición y experimentos…
- 35 ideas despiezadas
- Fuente Professor Charley T
- Dura 58 min
- Publicada en 2024
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Sacrificar eficiencia marginal para maximizar el volumen y la ganancia nuta
Medición y experimentosCuando un canal de conversión opera con un retorno excesivamente alto (por ejemplo, 10x), conviene aumentar su presupuesto aunque su eficiencia caiga a la mitad (5x), siempre que el volumen de compradores se triplique, pues el beneficio neto absoluto generado será mucho mayor.
If you want to become more efficient, then you need to focus on where are you too efficient. I want you to understand that investing more where you are too efficient to get a higher volume and attack a little bit of that efficiency, stuff that we talked about earlier, where higher volume at lower efficiency is a good thing. I would rather triple my Google budget where I'm getting a 10, triple the results and come in at a 5 than add anything more to Facebook right now. Because again, if you can triple the volume and lose half of your efficiency, if you go from a 10x return to a 5x return on…
Escúchalo en el minuto 35:35
Identificar el producto de entrada que maximiza la recompra posterior
Oferta y precioEl valor a largo plazo de un cliente depende fuertemente de cuál es su primera compra. Analizar el histórico de pedidos para descubrir qué producto específico genera la tasa más alta de clientes que vuelven a comprar permite enfocar la adquisición de nuevos clientes en la oferta que más retención y flujo de caja produce a posteriori.
So one of the things I'm highly going to recommend to you right now is take a look at all of your reports from the last 12 months. or we can just dump it into ChatGPT and say, give me, of all the people who bought more than once, of all of my repeat buyers, what was the most commonly bought first item? And more importantly, what item when sold has the highest percentage of people buying more than once. But what somebody does with your business is heavily predicated on what the first thing they buy from you is.
Escúchalo en el minuto 4:02
Oferta y precioEn lugar de promocionar un catálogo amplio, una cuenta publicitaria debe centrarse en un máximo de dos o tres ofertas estratégicas: un 'dispositivo de flujo de caja' (enfocado en volumen de transacciones y LTV posterior) y un 'generador de beneficio' (diseñado para maximizar la ganancia neta desde el primer día). Promocionar productos fuera de estas dos categorías genera un costo de oportunidad que merma la…
Because ultimately, when you're promoting different offers inside of your Facebook ad account, and really, you should never be promoting more than like two, maybe three. That business, we have two primary offers. Because we have a cash flow device. We have a profit generation device. So the point here is the first tip is to understand in your offer construction, is it a cash flow device? Is it your best cash flow device? And is it a profit generating machine? Is it your best profit generating machine? And to be fair, those two things are never the same offer. So you should be promoting your…
Escúchalo en el minuto 10:59
Consolidación de datos en Meta Ads para evitar la canibalización interna
Canales de adquisiciónLas campañas, conjuntos y anuncios funcionan como silos de información independientes que no comparten datos entre sí. El uso de CBO con un conjunto de anuncios consolidado evita la canibalización y fragmentación de datos propia de estructuras ABO o de múltiples ad sets simultáneos.
So if you're in an ABO, every ad set is basically a campaign and a completely independent cannibalistic environment and wouldn't recommend it outside of a few isolated situations. Now, that being said, in a normal best practice CBO environment, the campaign decides which ad set to spend money on. Now, all of that to be said, ad sets are – think of a campaign and the ad sets and the ads as folders of information. They're folders of data. So one folder is separate from the next. So one ad is a separate allocation of data than another ad. One ad set is a separate allocation than another ad set…
Escúchalo en el minuto 26:48
Retención y relación con el clienteLa estrategia de adquisición más escalable no persigue ventas únicas inmediatas a cualquier costo, sino la captación deliberada de clientes con propensión a comprar repetidamente. Resolver un problema claro para el cliente adecuado permite optimizar el valor medio del pedido (AOV), la tasa de segunda compra y el flujo de caja necesario para sostener un mayor presupuesto publicitario.
But if you're selling the right offer to the right customers, you're building a group more likely to buy again. it becomes substantially easier to understand how to improve the conversion rate, the AOV, and the second purchase rate of that customer. Which means you scale your cash flow, your profit volume, and your ad spend in a very predictable and easy-to-manage way. The most scalable strategy is the one that promotes repeat purchases. You need to make the mental shift from being a good salesperson to buying the right type of customer. So focus on building a scalable strategy with your…
Escúchalo en el minuto 47:23
Retención y relación con el clienteLa estrategia de adquisición más escalable no persigue ventas únicas inmediatas a cualquier costo, sino la captación deliberada de clientes con propensión a comprar repetidamente. Resolver un problema claro para el cliente adecuado permite optimizar el valor medio del pedido (AOV), la tasa de segunda compra y el flujo de caja necesario para sostener un mayor presupuesto publicitario.
But if you're selling the right offer to the right customers, you're building a group more likely to buy again. it becomes substantially easier to understand how to improve the conversion rate, the AOV, and the second purchase rate of that customer. Which means you scale your cash flow, your profit volume, and your ad spend in a very predictable and easy-to-manage way. The most scalable strategy is the one that promotes repeat purchases. You need to make the mental shift from being a good salesperson to buying the right type of customer. So focus on building a scalable strategy with your…
Escúchalo en el minuto 47:23
Canales de adquisiciónPara maximizar el rendimiento del algoritmo en Meta Ads, simplifica la cuenta usando Campaign Budget Optimization (CBO), públicos amplios (broad) y anuncios dinámicos (Dynamic Creative) con ventana de atribución de 7 días de clic y 1 día de visualización, evitando la fragmentación en múltiples conjuntos de anuncios o el uso constante de cost caps.
So with all that being said, to David, every ad set is isolating data from every other ad set. So the more complicated your ad account, the dumber it is. If the answer is you want things that you can trust, that you can automate the growth of, that you don't have to manage and you know how they're going to do their job, then don't use cost gaps. Don't use ASC. Don't launch new ads unless you need to. Use dynamic creative. Go broad with CBO. Because you're letting the machine see the most amount of data. Also, seven-day click, one-day view. You're letting the machine see the most amount of…
Escúchalo en el minuto 31:10
Identificar el producto de entrada con mayor propensión a la recompra
Retención y relación con el clienteLa primera compra de un cliente es el factor más predictivo de si volverá a comprar en el futuro. Identificar los productos específicos ('cash flow devices') que generan mayor satisfacción y retención permite construir un negocio sostenible en lugar de depender constantemente de adquirir nuevos compradores únicos.
It doesn't mean the restaurant is bad, but your likelihood to go back to the restaurant is really low based on your first experience. However, if you order the right thing on the menu and it's phenomenal and it's what you wanted and you're really stoked about it, the odds of you going back there are really, really high. Because your experience based on the first product you buy is the single highest predictive element in the customer journey towards a second purchase. What I want you to do is understand what product somebody buys from you. Most heavily indexes towards them becoming a repeat…
Escúchalo en el minuto 5:21
Sinergia ecosistémica entre Facebook Ads y Google Ads
Canales de adquisiciónGoogle Ads suele ser altamente rentable pero difícil de escalar de forma aislada, mientras que Facebook Ads genera y amplía la demanda que luego es capturada eficientemente por Google Ads y el email marketing. Medir o exigirle a Facebook Ads las mismas métricas directas que a Google Ads ignora la función de cada canal dentro del ecosistema.
I think Google Ads are incredibly important. I think most marketers completely sleep on it or they rely on it entirely. They might look at Google Ads as like, look how profitable this thing is, but you can't scale. And that's what Facebook ads do is they scale the opportunity for Facebook ads and email to get more profitable transactions. That's how an ecosystem works. If you're trying to make your Facebook ads look as good as your Google ads, you've completely lost the thread.
Escúchalo en el minuto 22:03
Estrategia y decisiones de negocioUn negocio sostenible no termina en la primera venta (que suele ser la transacción menos rentable), sino en convertir esa monetización inicial en flujo de caja recurrente mediante una segunda compra, para luego reinvertir ese margen de beneficio en adquirir más atención en canales de pago.
That first purchase is the least profitable transaction you will have in your business. And then from there, your business makes the most money when somebody buys a second time or more. And then you take some of this profit margin of this second transaction and you buy more Facebook ads. You acquire attention and you monetize it. A business goes from the monetization event to creation of future cash flow. Made a sale, got a second sale. We can take the profit volume of that second sale, some of it, and use it to amplify the volume of attention that we're later going to monetize. You turn that…
Escúchalo en el minuto 51:20
Medición y experimentosEl valor real de un anuncio o conjunto de anuncios debe medirse por cómo afecta a los resultados globales del negocio al aumentar su presupuesto, y no por métricas aisladas de la plataforma publicitaria. Un anuncio con ROAS aparentemente alto que deteriora las ventas totales al escalar es un pasivo que debe eliminarse.
You should be able to know with a decent amount of confidence this ad or this ad set got more spend or less spend. And as a result, my business impact was X or Y. This ad got more spend. And as a result, my business improved. This ad gets more and more budget. And as that's happening, my business is getting worse and worse. That ad is bad. I don't care if the ROAS is a million. If it's bad for your business, it's a liability. And you need to be focused on your business as how do I isolate and remove myself from exposure to liabilities and how do I give my assets more power and strength?
Escúchalo en el minuto 30:23
Canales de adquisiciónLos anuncios en Facebook actúan principalmente como generadores de atención que alimentan la demanda en búsquedas (Google Search) y el tráfico hacia el correo electrónico. Por ello, operar la pauta en redes a un ROAS menor o punto de equilibrio es aceptable si permite multiplicar el volumen de ingresos en canales downstream más rentables.
If you've doubled your Facebook ad budget but haven't touched your Google search budget or Google shopping budget, you're just wasting money. Because Facebook is just amplifying the volume of people that come to our website. Facebook is amplifying the volume of searches going on in Google. Facebook's job is not to be competitive at an efficiency. The more profitable your Facebook ads are, the less opportunity you're taking on other channels. I want it to be breakeven or less if that means I'm going to 5 or 10x the volume of far more profitable channels. The point of the Facebook ads is just…
Escúchalo en el minuto 35:26
Canales de adquisiciónPara maximizar el algoritmo de plataformas como Facebook Ads, se debe entrenar el sistema con un objetivo único y especializado (adquirir clientes propensos a la recompra en vez de compradores de una sola vez). Enfocar la máquina en un único fin claro reduce la carga operativa y genera campañas mucho más estables y eficientes al escalar.
When you give it a focused objective, like finding customers who are likely to buy a second time, it can optimize to condition human behavior and understand how to bring you a higher quality of customer at a higher volume with it doing the work. Specialization isn't only more powerful, it's far, far more efficient. When you treat it as a specialist, optimizing and training it to acquire high-value customers versus one-time buyers, it becomes substantially easier to manage and scale. Having a single, clear goal requires fewer resources to manage and is far more stable and sustainable when you…
Escúchalo en el minuto 45:55
Canales de adquisiciónPara maximizar el algoritmo de plataformas como Facebook Ads, se debe entrenar el sistema con un objetivo único y especializado (adquirir clientes propensos a la recompra en vez de compradores de una sola vez). Enfocar la máquina en un único fin claro reduce la carga operativa y genera campañas mucho más estables y eficientes al escalar.
When you give it a focused objective, like finding customers who are likely to buy a second time, it can optimize to condition human behavior and understand how to bring you a higher quality of customer at a higher volume with it doing the work. Specialization isn't only more powerful, it's far, far more efficient. When you treat it as a specialist, optimizing and training it to acquire high-value customers versus one-time buyers, it becomes substantially easier to manage and scale. Having a single, clear goal requires fewer resources to manage and is far more stable and sustainable when you…
Escúchalo en el minuto 45:55
Mejorar el LTV reduce el CPA combinado y desbloquea mayor inversión en anuncios
Canales de adquisiciónAumentar el valor de vida del cliente (LTV) incrementa el volumen de transacciones y reduce el CPA combinado (blended CPA), permitiendo invertir más en anuncios pagados para adquirir clientes que recomprarán a futuro.
If you didn't have to pay for acquiring more new customers to get more new revenue. If you could just improve the LTV of the customers that you have. Number one, your LTV increases. Number two, your volume of transactions increases. And three, your blended CPA comes down. You can spend more money on your Facebook ads. You can amplify the volume of people who are going to buy a second time. That's the purpose of Facebook ads.
Escúchalo en el minuto 40:34
Canales de adquisiciónPara maximizar el algoritmo de plataformas como Facebook Ads, se debe entrenar el sistema con un objetivo único y especializado (adquirir clientes propensos a la recompra en vez de compradores de una sola vez). Enfocar la máquina en un único fin claro reduce la carga operativa y genera campañas mucho más estables y eficientes al escalar.
When you give it a focused objective, like finding customers who are likely to buy a second time, it can optimize to condition human behavior and understand how to bring you a higher quality of customer at a higher volume with it doing the work. Specialization isn't only more powerful, it's far, far more efficient. When you treat it as a specialist, optimizing and training it to acquire high-value customers versus one-time buyers, it becomes substantially easier to manage and scale. Having a single, clear goal requires fewer resources to manage and is far more stable and sustainable when you…
Escúchalo en el minuto 45:55
El CPM en Meta funciona como penalización o incentivo según la experiencia del usuario
Canales de adquisiciónEl costo por mil impresiones (CPM) en Facebook Ads refleja si tu anuncio es un activo o un pasivo para la plataforma. Si el anuncio genera una mala experiencia de usuario y ahuyenta la atención, Meta lo penaliza elevando el CPM; si mantiene la retención y satisfacción de los usuarios, premia la cuenta con costos más bajos.
What Facebook cares most about isn't keeping you on the site at all costs. It's about giving a user an experience that they like so that they come back. Your ad driving to your website is not a liability to Facebook's business model. Your ad making somebody sign off and not coming back is. And the easiest way you can see if you are an asset or a liability to your business partner is looking at your CPMs. If they're high, you're bad. If they're good, you're good. CPM is a way of being taxed based on the level of liability that you present to the business or a discount because of how good you…
Escúchalo en el minuto 17:24
Lanzar demasiados anuncios fragmenta el perfil del cliente y arruina la retención
Canales de adquisiciónTener cientos de anuncios activos atrae a cientos de perfiles de clientes distintos con motivaciones dispares, lo que fragmenta la audiencia y hace casi imposible predecir el comportamiento posterior u optimizar el email marketing y la segunda compra; es preferible concentrarse en atraer al tipo de cliente de mayor calidad que genera recompra predecible.
And the biggest liability that you can present to your growth as a business is to not lean in to that flywheel, but instead work against it, doing silly things like launching a bunch of different ads. The single biggest liability I see most advertisers thrive on for their ego or whatever is they launch a million ads. Every ad appeals to a slightly different person. And that means that if you have 10 ads or 100 ads or 1,000 ads, that means you have 10 or 100 or 1,000 different types of people coming into your store. Now, one of those people is objectively the highest quality for your business…
Escúchalo en el minuto 53:25
Canales de adquisiciónAnte críticas o quejas sobre un producto en los comentarios de un anuncio pagado, es recomendable resolver la atención al cliente por mensaje directo y borrar el comentario público. Los usuarios potenciales solo leen la crítica sin profundizar en la respuesta de la marca, y el sentimiento negativo acumulado en la sección de comentarios penaliza el rendimiento del anuncio ante el algoritmo.
I would DM the person. I would try to recover the sale. I would show great customer service and delete the comment. Your comment section, if your reply to that comment is buried, nobody cares. People are not reading past the headline. But Facebook will look to the data of negative sentiment in your comment section and see you as a liability giving people a negative experience.
Escúchalo en el minuto 19:52
Reinterpretación de la atribución como asignación de datos para el algoritmo
Medición y experimentosLa atribución publicitaria no consiste en adjudicar mérito o crédito a un canal por una venta, sino en decidir qué datos se comparten con la plataforma para entrenar su algoritmo y permitirle encontrar más usuarios con comportamientos similares.
But the thing is attribution isn't credit. Attribution is about data allocation. How much information do you want a campaign or an ad set or an ad to have? How much information do you want the platform to see to go out and find you more of something? It's not taking credit. Attribution is not about credit unless you're an ad agency trying to not get fired. Instead, attribution is about I'm willing to let the platform see this information because I would like for it to bring me more of this thing. That is what attribution is all about.
Escúchalo en el minuto 29:24
Medir la tasa de segunda compra en lugar de la tasa de recompra agregada
Medición y experimentosLa tasa de recompra general de una tienda puede verse distorsionada si un grupo reducido de clientes compra muchas veces. Para proyectar un flujo de caja predecible y evaluar la viabilidad del negocio, se debe calcular la tasa de segunda compra (la probabilidad real de que un cliente adquiera un segundo producto tras el primero).
I don't care about the repeat purchase rate of your store because somebody could buy a thousand times. And if you have a thousand customers, that doesn't mean your repeat purchase rate is basically 100%. What we need to look at is what we call second purchase rate. How likely is somebody to buy a second time? And the reason that this is really important is because ultimately second purchase rate is what creates cash flow.
Escúchalo en el minuto 3:12
ConversiónLos formularios nativos de captación de leads en Facebook generan mayor volumen a menor costo por lead debido a la baja fricción en la plataforma, pero sacrifican calidad. En contraste, dirigir el tráfico a un formulario en el sitio web propio suele reducir el volumen y aumentar el costo inicial a cambio de obtener prospectos más calificados.
Anyway, point is, the quality of the lead on Facebook versus the quality of a lead that could come through a lead form on your website are dramatically different. Because it's so easy to fill out a lead on the platform because it's so cheap because the barrier to somebody getting that across and your ability to control what that looks like is so low, you're going to get a higher volume of lower quality versus a lead form on your website. It might take multiple steps. Now, the honest truth is the right answer for any one particular person might be lead forms on the platform or might be lead…
Escúchalo en el minuto 16:48
Medición y experimentosAl multiplicar el volumen de transacciones mediante pauta pagada, el ROAS nominal suele comprimirse (por ejemplo, pasando de 10x a 3x o 4x), pero la masa absoluta de beneficio neto en dinero puede multiplicarse y superar con creces los ingresos brutos iniciales de la empresa.
Now, because we've 5X'd the volume of transactions, they're stoked if we can get them above a three. And they're making exponentially more money. The profit volume this month is greater than the revenue volume when we started. And when we started, they were making 10X their money back. Now, they're making about three and a quarter to four. And they're making so much more money. The profit volume. We are, he's looking at actual profit volume over expectation. And we are crushing profit margin, profit volume over expectation.
Escúchalo en el minuto 10:22
Canales de adquisiciónIncrementar el presupuesto publicitario un 5% tres veces por semana permite duplicar la inversión cada mes mediante interés compuesto sin desestabilizar el aprendizaje algorítmico, facilitando escalar de 500 $ a más de 130.000 $ en un año si la rentabilidad del negocio lo valida.
And that way we're consistently moving forward by just raising the floor because ultimately all we really care about is can I spend more money? And if my business health is strong enough for me to be confident enough to invest 5% more, if I do that twice a week, three times a week, if I do it three times a week, I'll double my budget every month. And if I do that all year long, $500 can become $133,000 because compounding interest is a very powerful thing. And for those that are like, how did you go from $7,000 a day to six figures a day in ad spent in like four months? I'm just using…
Escúchalo en el minuto 28:35
Simplificar la estructura de campañas para optimizar el aprendizaje del algoritmo de Meta
Canales de adquisiciónSometer el algoritmo de aprendizaje automático a demasiadas variables y productos simultáneos degrada la calidad de su optimización. Reducir la dispersión de ofertas (por ejemplo, pasando de una docena a dos) consolida los datos de conversión, estabiliza los resultados publicitarios y permite aumentar la inversión diaria de manera sostenible.
It's you training the machine to do a plethora of things. And the more asks you make the machine, because it's a machine learning algorithm, the more things you try to teach it, the worse you are at getting any one of those lessons to get across the finish line. The worse the quality that employee is at doing that job. When we took this brand that I was talking about before where we're going to do $200,000 in daily spend, when they went from promoting 12 things to two, the daily spend doubled because we actually did one thing exceptionally well. And the founder of that business said, I've…
Escúchalo en el minuto 13:54
Priorizar el volumen absoluto de beneficio sobre el margen porcentual
Oferta y precioEl porcentaje de margen de beneficio no refleja la salud real del negocio; lo que importa es el volumen absoluto de dinero generado. Un margen porcentual bajo con gran volumen y ticket alto produce significativamente más beneficio neto que un margen porcentual muy alto sobre ventas de bajo valor o bajo volumen.
In addition to cash flow devices, we can also have profit generation devices. Profit generating machines are offers where you have a high volume of profit on that device. Now, the margin might not be high, but the volume is. However, if you sold something for a thousand and your profit margin on it is 10%, well, your profit is $100. One of those is 10 times more valuable than the other one. You have to understand where are you getting your volume of profit from. Margin doesn't mean anything. What matters is volume. 100% profit on $100 item is 1% of the profit that you'll make on a 1% margin…
Escúchalo en el minuto 7:00
Oferta y precioPara construir un negocio escalable, un alto volumen de transacciones con menor margen inicial supera a un bajo volumen con márgenes altos, dado que la primera compra en el recorrido del cliente suele ser la menos rentable.
So the second thing we need to cover is volume of transactions versus margin per transaction. This is one of the most controversial parts of this business and really what separates performance marketers from businesses that are growing. And this is the conversation between volume and margin. It is far more valuable to have a high volume of transactions, even at a lower margin, than it is to have a smaller volume of transactions at a much higher margin. Volume at scale beats high margin on low volume every single time. The first transaction in a customer journey is the least profitable.
Escúchalo en el minuto 44:54
El riesgo de optimizar campañas de pago exclusivamente para la rentabilidad de primer día
Canales de adquisiciónForzar rentabilidad inmediata en la primera compra mediante límites de costo (cost caps) prioriza transacciones aisladas sobre relaciones duraderas, lo que provoca fatiga rápida de creativos y limita el crecimiento escalable del negocio.
So a lot of advertisers focus on day one profitability, trying to maximize the margin per transaction anywhere possible. And the most popular way of doing this is with cost-control bidding on Facebook, like cost caps. Now, while cost caps make sense for short-term gains, they ultimately force you to prioritize single transactions. This approach often gets in the way of building far more valuable long-term customer relationships because it prioritizes day one actions. You can get early wins where you can spike your budget, but at the end of the day, all of that success is very temporary. Your…
Escúchalo en el minuto 43:34
Detectar canales de captación infrainvertidos comparando disparidades de ROAS
Canales de adquisiciónAnaliza la diferencia de rendimiento entre canales de búsqueda y redes sociales para identificar oportunidades inmediatas; si los anuncios de búsqueda generan un ROAS desproporcionadamente superior (por ejemplo, 20x frente a un 2x en paid social), el negocio está invirtiendo menos de lo debido en captura de demanda con alta intención.
So, second thing is we need to understand where our untapped potential is. And one of the easiest things for this is let's look for the lowest hanging fruit. How are your search ads going? How's your Google going? If your search ads are coming in at like a 20x and your Facebook's coming in at a 2, you're criminally underspending on search.
Escúchalo en el minuto 35:02
ConversiónMejorar la tasa de captura de email sobre el tráfico del sitio web (por ejemplo, elevarla del 1% al 5%) amplifica exponencialmente los ingresos generados por correo y reduce la presión sobre el ROAS necesario en campañas pagadas de adquisición.
What is your percentage of site traffic where you are able to capture their email? And what is your conversion rate on that when it comes to acquiring a new customer? And if you can take that from 1% to 5%, your revenue will grow exponentially. That means, yeah, I can spend a little bit more on Facebook because I don't need it to be as good.
Escúchalo en el minuto 38:42
ConversiónMejorar la tasa de captura de email sobre el tráfico del sitio web (por ejemplo, elevarla del 1% al 5%) amplifica exponencialmente los ingresos generados por correo y reduce la presión sobre el ROAS necesario en campañas pagadas de adquisición.
What is your percentage of site traffic where you are able to capture their email? And what is your conversion rate on that when it comes to acquiring a new customer? And if you can take that from 1% to 5%, your revenue will grow exponentially. That means, yeah, I can spend a little bit more on Facebook because I don't need it to be as good.
Escúchalo en el minuto 38:42
Medición y experimentosIntentar atribuir con precisión matemática el crédito de una venta a un anuncio individual mediante plataformas de atribución compleja persigue un objetivo metodológicamente irresoluble. Es preferible trabajar con datos brutos consolidados y medir el levantamiento incremental multicanal en lugar de pagar por herramientas de atribución determinista.
The honest truth is I don't excel or raw data and chat QPT. I really don't think anybody needs analytics tools to be completely honest. Also, I think North Beam is another one where they're trying to answer a question that is unanswerable. So like if the business model is trying to assign credit to an ad, they fundamentally misunderstand how things work. And if you fundamentally misunderstand the problem and then you're trying to build a solution to solve that problem, the highest value you have at best if you do everything right is something that's completely worthless. Triple Oil I think is…
Escúchalo en el minuto 23:58
Impacto negativo de la respuesta directa forzada en los costos de Facebook Ads
Canales de adquisiciónForzar la venta mediante tácticas agresivas de respuesta directa y desatender los comentarios negativos en los anuncios de Facebook eleva los CPMs y empeora la calidad del público al que el algoritmo entrega los anuncios.
And your CPMs will go up, meaning that it will cost you more money to reach people. And generally speaking, the quality of those people will also go down. You're going to hit people 15 minutes into a doom scroll instead of somebody with a credit card out. Because you left negative comments up and you're trying to force the sale. And if you're trying to force the sale, if you're using direct response strategies in Facebook ads, you're going to fail. And it's just not the way that it works at all. Let's just – it's a completely different machine.
Escúchalo en el minuto 20:15
Investigación de mercado y clienteSi el tipo de público que entra al negocio o tienda es totalmente distinto cada día, resulta imposible enfocar la operativa, optimizar el proceso comercial y maximizar los beneficios.
But if the kind of person that walks in your store is completely different every single day, you're not going to be able to do any of those other things. So that's how you maximize your profits. Focus on what matters.
Escúchalo en el minuto 55:37
Sesgo de supervivencia y expectativas irreales durante temporadas de alta demanda como Black Friday
Estrategia y decisiones de negocioEn campañas pico como Black Friday las redes se inundan de capturas de éxito que ocultan la realidad: la mayoría de los negocios no obtienen resultados extraordinarios o fallan, por lo que comparar el rendimiento propio con métricas aisladas de terceros genera expectativas distorsionadas.
You're going to see screenshots of people that are crushing. Remember, there are people that aren't. So before we get into this just pounding your chest about how amazing everything is, remember that 80% of people are going to fail next week. And it's not anything that they've done wrong in particular. But more businesses fail than succeed. So keep that in mind when you're out there talking about how great Black Friday is. And if it's not working for you, remember, you're not alone. You're actually in the majority.
Escúchalo en el minuto 57:35
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