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5 Critical Facebook Mistakes to Avoid in 2024
37 ideas de marketing sacadas de «5 Critical Facebook Mistakes to Avoid in 2024», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 37 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 23 min
- Publicada en 2024
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Medición y experimentosAntes de invertir en publicidad pagada, se debe calcular el valor de vida del cliente (LTV) y los costos de producto (COGS) para determinar el margen máximo de adquisición (Profitable Scaling Margin). Si el cliente recompra en el corto plazo, no es necesario ser rentable en la primera compra, ya que la maduración del LTV cubre la inversión inicial.
yeah um I think one of the first things math there's a couple of numbers I want to know y number one is do you know your LTV of your customer like what's the lifetime value is how much does it cost for you to product the cogs right yeah cogs so what that's going to give me is how much can I afford to spend to customer so for instance if my lifetime $100 and it cost me 20 bucks to make a thing as long as I spend less than 80 to sell that thing I've made LTV is 100 bucks but I sell my thing for 50 but I know the average person's going to buy two three times maybe I have a row as a 6 but I'm…
Escúchalo en el minuto 55:26
Evitar el retargeting redundante con el mismo producto y anuncio de prospección
Canales de adquisiciónNo se debe configurar una audiencia de retargeting dedicada que muestre el mismo anuncio y producto que la campaña broad, ya que canibaliza conversiones que la campaña amplia captaría igualmente, entorpece la optimización del algoritmo y satura al usuario. Si se utiliza retargeting, debe limitarse a anuncios dinámicos de catálogo o a ofertas con mayor valor añadido.
day I use almost no retargeting at all is I will use it strategically like I'll use Dynamic product ads like if you have abandoned cart I'll value so when I'm retargeting I want to I'm going to show you more value but I'm never going to have a dedicated retargeting audience showing you the same thing as what I'm showing you at Broad because all it's going to do is steal some sales from my broad which makes my broad dumber and I'm going to pay more for it marketers we do that all the time like somebody once the engineers explained that to me I was like oh I'm never doing that again and what I…
Escúchalo en el minuto 25:11
Canales de adquisiciónAl utilizar segmentación amplia (broad targeting), el algoritmo de Meta identifica y entrega anuncios a usuarios con alta intención de compra activa basándose en su comportamiento reciente en toda la categoría y webs competidoras, sin necesidad de restringir la entrega a listas manuales de retargeting o intereses.
page yeah at Broad targeting I can retarget somebody you from me you with broad targeting would effectively be able to retarget that person that left my store because Facebook knows every time I show somebody an ad about red sneakers they're interested you can make the s whatever everyone that I got was broad I because broad is doing retargeting anyway who's the person most likely to buy well probably somebody that just abandoned card on my site yesterday yeah
Escúchalo en el minuto 20:32
Canales de adquisiciónAl utilizar segmentación amplia (broad targeting), el algoritmo de Meta identifica y entrega anuncios a usuarios con alta intención de compra activa basándose en su comportamiento reciente en toda la categoría y webs competidoras, sin necesidad de restringir la entrega a listas manuales de retargeting o intereses.
page yeah at Broad targeting I can retarget somebody you from me you with broad targeting would effectively be able to retarget that person that left my store because Facebook knows every time I show somebody an ad about red sneakers they're interested you can make the s whatever everyone that I got was broad I because broad is doing retargeting anyway who's the person most likely to buy well probably somebody that just abandoned card on my site yesterday yeah
Escúchalo en el minuto 20:32
Canales de adquisiciónEn lugar de pagar un sobrecoste (CPM más alto) y restringir la entrega con segmentación por intereses, conviene usar segmentación amplia (edad, género y ubicación) y dejar que el propio contenido del anuncio filtre y construya su audiencia de compradores en función de cómo reacciona el público.
location broad targeting those are the only three things that you can add into targeting that don't cost extra right everything else comes at a tax like a premium so yeah it's a premium so now your ad is making its own bespoke look Alik audience based off of it right so every ad creates its own targeting audience based on who responded well to that ad so broad targeting is basically saying I'm not going to pay extra to get to prevent that ad from being shown to the right instead if I know that my ads appeal to a certain person and I'm saying show my ads to everybody that might be interested…
Escúchalo en el minuto 15:10
Medir el impacto de paid social por la demanda global generada y no solo por su ROAS atribuido
Medición y experimentosFacebook Ads debe evaluarse por su capacidad de impulsar la demanda en otros canales (búsquedas orgánicas o pagadas en Google y captación de emails con retornos altos) y no únicamente por el ROAS directo atribuido dentro de la plataforma, priorizando el volumen total y el retorno global del negocio.
is that means there are fewer people that are discovering your brand yeah what that means is there's fewer people searching for you on website there's fewer people signing up emails there's fewer people doing all of the things where the exchange rate on our investment is a lot better than maybe my Facebook row as is at one or at two yeah yes my search might be a 10 or a five like that's exchange but I get twice as much search volume where I'm getting a three a five a 10 to collecting a bunch of emails and like if it cost you a penny to send you an email your your Roi might be like $100…
Escúchalo en el minuto 30:53
Medición y experimentosEl valor de la puja y el costo final de una conversión en el algoritmo publicitario se calculan a partir de tres variables clave: el presupuesto asignado, la tasa estimada de acción del usuario (estimated action rate) y la puntuación de calidad del anunciante (advertiser score).
um what you pay in the algorithm the bid what you pay for a conversion right is built off of budget estimated action rate and Advertiser score those are the three things we need
Escúchalo en el minuto 22:37
Canales de adquisiciónEn plataformas como Meta Ads, la segmentación por grupos de interés es una tecnología obsoleta; los algoritmos modernos (oCPM) analizan las señales de interacción de todos los anunciantes (incluidas visitas a competidores) y optimizan la entrega hacia perfiles similares a quienes reaccionan positivamente al contenido creativo del anuncio.
ago Facebook changed the way they run their algorithm to something they call ocpm optimize CPM okay which basically leads into what broad targeting is so they launched this thing in power five called Advanced matching which is letting you tap into all of the data from every Advertiser and basically what it is is dogs but more importantly who likes the type of content that you're putting out retargeting our competitors so and Facebook and show us this on the back end if somebody engaged with a Nike ad or went to rebok an abandoned cart or more receptive to the New Balance sneaker ad so…
Escúchalo en el minuto 11:24
Canales de adquisiciónAl cambiar de campañas hipersegmentadas (intereses y retargeting) a una estructura de público amplio (Broad), no se debe cambiar todo el presupuesto de golpe para no desentrenar el algoritmo. Se recomienda destinar entre un 5% y 10% del presupuesto a la campaña Broad y, conforme supere el rendimiento de la peor audiencia segmentada, apagar esa audiencia y transferir su presupuesto a Broad progresivamente.
this as a warning to anybody don't just time spend a little bit of money doing this as this gets better start to shift your budget from what you're currently way if you change it overnight your performance might look a work so get a machine learning algorithm you have to give it time to say well we use that example as soon as your new employee is better than your absolute worst employee fire the worst employee if you're running 20 audiences and you have Broad in a different campaign as soon as broad is outperforming the worst audience in that one where you've got like 20 at turn it off give…
Escúchalo en el minuto 45:41
Canales de adquisiciónAl cambiar de campañas hipersegmentadas (intereses y retargeting) a una estructura de público amplio (Broad), no se debe cambiar todo el presupuesto de golpe para no desentrenar el algoritmo. Se recomienda destinar entre un 5% y 10% del presupuesto a la campaña Broad y, conforme supere el rendimiento de la peor audiencia segmentada, apagar esa audiencia y transferir su presupuesto a Broad progresivamente.
this as a warning to anybody don't just time spend a little bit of money doing this as this gets better start to shift your budget from what you're currently way if you change it overnight your performance might look a work so get a machine learning algorithm you have to give it time to say well we use that example as soon as your new employee is better than your absolute worst employee fire the worst employee if you're running 20 audiences and you have Broad in a different campaign as soon as broad is outperforming the worst audience in that one where you've got like 20 at turn it off give…
Escúchalo en el minuto 45:41
Adquirir clientes promocionando el producto con mayor probabilidad de recompra
Oferta y precioLa estrategia de adquisición pagada debe enfocarse en ofrecer el producto 'puerta de entrada' que no solo convierta al usuario por primera vez, sino que maximice la probabilidad de que regrese a realizar una segunda compra.
is let's just sell the thing that's going to get somebody to want to buy and is most likely get them to come back and buy a second figure out what products that is most likely to get a customer to F in the that it gets people into your store that want to buy products more than once
Escúchalo en el minuto 1:20:30
Canales de adquisiciónAl validar un nuevo canal de anuncios, es preferible distribuir el presupuesto a lo largo de una ventana de 90 días en vez de quemarlo en 30 días. Esto otorga margen temporal para iterar creatividades, aprender de los datos y aumentar gradualmente las ventas desde el punto de equilibrio hasta la rentabilidad.
early or like I'd rather have a 90day timeline uh if you can give me three grand over 90 days versus 2,000 over 30 I'll take that every single day because that's a th000 bucks a month where now maybe I make one sale every two days in that first week yeah maybe I make one sale a day the second week by the end of the first month I'm making one or two sales a day my Runway is getting shorter right yeah but maybe by the end of the second month I'm making three sales a day and breaking even by the end of that third month maybe I'm making three or four sales a day and I'm starting to profit when…
Escúchalo en el minuto 1:02:45
Medición y experimentosAtribuir el éxito total de una venta a un único anuncio o al último punto de contacto (como juzgar el ROAS directo) es un error analítico, análogo a atribuir la compra de un automóvil exclusivamente al vendedor que dio la mano al entrar al concesionario e ignorar la publicidad previa, las recomendaciones y la investigación del cliente.
why over how Ros is absurd and you talked about PSM is better than Ros so yeah the concept of attribution which I think is nonsense it's basically saying let's use car did you make the purchase because of the salesperson oh like when you walked into dealership was it the person who was lucky enough to shake your hand when you test drive are they the reason you just car or was there a million other things that went into that chice like oh I saw the TV commercials and my friends had one and I did a little bit of research on myself
Escúchalo en el minuto 1:08:40
Concentrar la pauta publicitaria en un producto héroe para maximizar el LTV
Canales de adquisiciónEn lugar de repartir el presupuesto anunciando múltiples productos y complejizar los cálculos de atribución, enfoca la inversión en un único «producto héroe»: aquel que estadísticamente compran por primera vez los clientes que terminan recomprando. El objetivo de la publicidad es atraer tráfico calificado a la tienda con la oferta de entrada más propensa a generar valor de vida del cliente (LTV), dejando que la web…
2 million I'm promoting one product lot I'm promoting the product that is most likely to get somebody to buy a time because I know I'm going to get an LT I know I'm going to get a positive LTV situation customers and the easiest way of doing that is just saying okay of everybody that bought more than once what's the product most people bought the first time that's probably the product most likely to get somebody to buy a second sell that one and then I don't have to everything because that's the only one I'm actually spending money to acquire sale and if you can figure that call a hero…
Escúchalo en el minuto 1:15:36
Cálculo dinámico de runway publicitario considerando el retorno de ventas
Medición y experimentosPara evaluar si un negocio puede asumir el riesgo de testear canales de pago, se debe proyectar el runway publicitario como una métrica dinámica: cada ingreso generado por ventas extiende los días disponibles de presupuesto diario, con el objetivo de alcanzar un punto donde los ingresos diarios superen el gasto y el runway empiece a crecer en lugar de agotarse.
very importantly something we call Runway what is your is how much can you say you're like I've got $5,000 and when it runs out I'm done okay you spend a 100 bucks a day you have 50 days to make it okay got it but what if over that 50 days you profit well now that $5,000 might say you sell $2,000 with a money right because you you made two of I can go a little bit longer and I can a 100 buck a day and I make 2,000 I can actually go to 70 days instead of 50 Runway and your goal is basically before that Runway runs out can you get to a point where it gets bigger instead of getting time right so…
Escúchalo en el minuto 58:06
Canales de adquisiciónLos resultados de ventas en las primeras semanas de una campaña de anuncios dependen más de la suerte que de una estrategia sólida. Para construir un sistema rentable y predecible se necesita un horizonte temporal de al menos 90 días que permita iterar el flujo de leads, la nutrición por email y la conversión, por lo que invertir en anuncios sin suficiente margen financiero pone en riesgo al negocio.
first weeks are going to be complete complete luck like maybe our ads hit the livelihood depends on me getting lucky and that's just a situation that I is those first few wins is is way more luck than it is wins I want the situation where in 90 days we can make two sales a month three s like in 90 days we're setting this thing up that you are profitable and we well that you need to be clear about your Runway how long you can sustain yourself because Facebook might not be a necessity but rather a luxury to afford
Escúchalo en el minuto 1:05:27
La publicidad digital actúa como un amplificador de negocio, no como un salvavidas
Canales de adquisiciónLos anuncios pagados en plataformas como Facebook no arreglan un modelo defectuoso ni crean éxito de la noche a la mañana: únicamente amplifican lo que ya existe. Si un negocio no genera ingresos de forma orgánica, invertir en pauta solo acelerará la pérdida de dinero, mientras que si ya es rentable, la publicidad acelerará su crecimiento.
else Facebook is not going to be the overnight like millionaire what it's going to do is it's ultimately just going to turn up the volume on the existing business you have if you have a business that doesn't make money without Facebook when you dump a bunch of money into Facebook you're still not going to make any money you're just going to lose it faster if you have a business that makes money right when you put money into Facebook in a certain amount of time you're going to start making money faster but it's a business amplification tool so if you're good it's going to make you really good…
Escúchalo en el minuto 51:41
Canales de adquisiciónAntes de gastar presupuesto en pauta publicitaria con expectativas de corto plazo, es preferible invertir los recursos en optimizar la página de aterrizaje, la creación de contenido orgánico, los flujos automatizados de email marketing y la captación por búsqueda. Una vez que estos activos generen ingresos constantes, ese flujo de caja debe reinvertirse en anuncios para escalar.
ads because if you're like well I can spend 50 bucks a day for a couple weeks and if it works great and if it doesn't work I'm going to do something else don't start use that money on organic content use that money on you know better videos use that money on a better website use that money on getting good at search and email and everything faster but you have to have all the other stuff in in together like I wouldn't do Facebook ads first like get your organic marketing down get your DMs together get your email flow together make sure your landing page is good set up some search do all those…
Escúchalo en el minuto 51:13
Canales de adquisiciónAntes de gastar presupuesto en pauta publicitaria con expectativas de corto plazo, es preferible invertir los recursos en optimizar la página de aterrizaje, la creación de contenido orgánico, los flujos automatizados de email marketing y la captación por búsqueda. Una vez que estos activos generen ingresos constantes, ese flujo de caja debe reinvertirse en anuncios para escalar.
ads because if you're like well I can spend 50 bucks a day for a couple weeks and if it works great and if it doesn't work I'm going to do something else don't start use that money on organic content use that money on you know better videos use that money on a better website use that money on getting good at search and email and everything faster but you have to have all the other stuff in in together like I wouldn't do Facebook ads first like get your organic marketing down get your DMs together get your email flow together make sure your landing page is good set up some search do all those…
Escúchalo en el minuto 51:13
Medición y experimentosPara evaluar la rentabilidad real de la adquisición, se debe utilizar el Margen de Escalado Rentable (PSM), comparando el LTV con el costo de adquisición combinado (gasto total en marketing dividido entre ventas totales) y el costo de los bienes vendidos (COGS).
number what matters way more than that PSM profitable scaling margin is just lifetime value divided by the cost to acquire a sale and the cost of goods how much it acquire how much did it cost to acquire sale how much money did you spend in marketing today and how many sales did you make that's your Blended overall cost per acquisition of a sale today and that's good to know like because that accounts for email and search and Facebook and ultimately what that really means is what's the best blend of investment
Escúchalo en el minuto 1:13:46
Medición y experimentosEl ROAS aislado por anuncio o canal es una métrica engañosa para tomar decisiones presupuestarias, ya que múltiples puntos de contacto (retargeting, búsqueda, email) suelen reclamar el crédito de una única venta real.
yes every one of those things devalues your ability to look at roaz and make a good buy attribution would say email search and the Facebook ad I'll get credit you made three sales but we know that's objectively not true you only sold one yeah so now row as doesn't mean anything no so now you're trying to use a really lowquality data point to make decisions around what ad am I going to spend more to in what anyway so in that way roaz is a really bad
Escúchalo en el minuto 1:11:32
ConversiónUn negocio con tasas de cierre elevadas en tráfico inbound (por ejemplo, 90%) suele ver reducida su conversión a cifras cercanas al 5% al hacer adquisición en frío, ya que el modelo comercial requiere adaptar la oferta y el proceso para monetizar usuarios que no estaban buscando activamente la marca.
successful probably isn't set up to properly monetize Facebook style traffic maybe your business is great because every customer you've had so far is somebody that was looking specifically for you they were it was inbound sales and you're like we get we close a 90% of people that come knocking on our door and as soon as you go knocking on doors you close 5% of them like that makes sense right yeah so your business might not be set up to legitimately handle what we call growth and acquisition
Escúchalo en el minuto 1:03:52
La obsesión con la frecuencia y la fatiga de anuncios es innecesaria en Meta Ads
Canales de adquisiciónEl temor a la fatiga publicitaria y a métricas de alta frecuencia suele ser infundado en Meta Ads: la mayoría de los usuarios apenas recuerda una fracción mínima de los anuncios que ve a diario. Si el algoritmo decide mostrar un anuncio repetidas veces y genera rentabilidad, limitar la frecuencia de forma artificial perjudica los resultados.
remember what ads did you see today I'll bet you if I really tried to push it you'd remember 5% of the ads that you already so my point is I don't care answer I don't care about frequency like if and Facebook's Infinite Wisdom inside their algorithm says hey this person on average should see this ad more often and it makes me money great my job isn't I will say this the concept of AD fatigue yeah is nonsense oh really but it comes from the
Escúchalo en el minuto 35:36
El retargeting e intereses cerrados encarecen los CPMs y frenan el descubrimiento de marca
Canales de adquisiciónRestringir la inversión publicitaria a retargeting o audiencias de interés estrechas eleva los costes por mil impresiones (CPM) y satura a un grupo reducido de usuarios con alta frecuencia, limitando la entrada de nuevos prospectos que descubran la marca.
yeah when you're doing retargeting or interest groups when you're paying extra to reach people yeah that means your money is reaching less you're paying more money to reach fewer people like the the cpms are higher cost and your frequency is probably higher so you're reaching fewer people more often you're paying more money for that is that means there are fewer people that are discovering your brand yeah what that means is there's fewer basically again broads reaching people for cheaper giving them a better experience it's doing the r targeting
Escúchalo en el minuto 30:21
Reducción de CPM de 35 a 24 USD al multiplicar por 10 el gasto en pauta abierta
Canales de adquisiciónEn una marca de ropa femenina en EE. UU., al escalar el presupuesto publicitario 10x mediante segmentación amplia (broad targeting), los CPMs cayeron de 35 USD (con 200.000 USD en ventas en enero) a 24 USD (con 2.000.000 USD en ventas en septiembre).
business where I have a women's clothing business in January our cpms are about $35 United States and we made about $200,000 in sales in September our cpms are about 24 bucks and we did 2 million in sales what that's crazy I 10x spend my cpms went down that's
Escúchalo en el minuto 41:00
Canales de adquisiciónUna frecuencia elevada en públicos por intereses o retargeting manual satura y molesta a usuarios que no quieren comprar, mientras que en segmentación amplia (broad) la frecuencia por encima de 1.0 refleja que el algoritmo reimpacta de forma orgánica solo a los usuarios con verdadero interés.
okay so you just mean that the people that want to see my ads are going to see it more often cool frequency is bad when you're using interest groups or retargeting because you're hammering those people that don't want to see it more and more and more frequency is not a bad thing at Broad because Facebook's are saying hey this person wants to see your ad and okay retargeting my question to them is is your frequency one no it's probably 1.1 1.2 1.3 why because it's retargeting people if it wasn't retargeting it' be a
Escúchalo en el minuto 44:13
Oferta y precioCuando un usuario duda o rechaza comprar una unidad individual por percibirla cara o insuficiente, una táctica efectiva de cierre es ofrecer un paquete o lote con más valor (como comprar tres y llevarse uno gratis, o incluir accesorios), aumentando el valor percibido total y elevando el valor medio del pedido.
it what if I said buy three get one free you didn't want one but I'll give you the opportunity to buy three of them and the fourth one's free five bucks four of them for $15 now all of a sudden it's a and now it's three easy payments at $39.99 I wasn't going to give you 30 but I might give you 120 for two sets stuff so in that case it's called a rebuttal upsell it's what happens at is sometimes the reason people don't buy from is because it's not enough I'm going to show you more value but I'm
Escúchalo en el minuto 26:01
El retargeting manual agresivo eleva los CPMs y penaliza la reputación del anunciante
Canales de adquisiciónForzar audiencias de retargeting manual suele conllevar CPMs entre dos y tres veces más caros e impactar repetidamente a usuarios que ya decidieron no comprar o compraron a la competencia, lo que genera una mala experiencia de usuario y perjudica la calificación del anunciante frente a la plataforma.
problem if you're paying extra cuz the cpms on retargeting might be two three times that of of like a broad audience me the more Facebook sees you heavily investing and giving their users a bad experience you're a bad business partner regular basis to basically tell your business partner Facebook that you don't care about their customers you now this retargeting audience is just investing really heavily and positioning you as a really bad business partner to
Escúchalo en el minuto 23:30
La publicidad pagada amplifica el negocio, no sustituye la optimización operativa
Canales de adquisiciónEl rol de los anuncios en plataformas como Facebook es únicamente atraer tráfico a la puerta; la rentabilidad y el retorno dependen de mejorar el sitio web, el servicio al cliente y el modelo de negocio, no de pasar el tiempo buscando trucos dentro del administrador de anuncios.
business and if you're GNA run a business you got to understand what happens after somebody walks in the door and that is not the job of the Facebook ad build a better website Build a Better Business model do better customer or you can try to hack Facebook left probably going to be out of business in of the day Facebook is a really smart machine that amplifies a business the best way to use it is to set it up so that it doesn't need you to
Escúchalo en el minuto 1:21:35
Canales de adquisiciónUna cuenta publicitaria escaló de 2.000 USD diarios a entre 35.000 y 50.000 USD al día en siete meses utilizando una estructura simplificada de una sola campaña con 2 o 3 conjuntos de anuncios (uno de anuncios ganadores y pruebas con creativos dinámicos) y solo 5 o 6 anuncios activos, requiriendo apenas una hora de gestión por semana.
campaign like I have an account right now where my my campaign budget is like $35,000 I've got two ad sets two to three ad sets a day one was all my winners two tests but Dynamic creatives are really simple I got like five or six ads that's it legitimately I work on that account probably an hour a week uh and it was $2,000 a day like seven months ago now it's $3 to $50,000 a day
Escúchalo en el minuto 47:29
Canales de adquisiciónLa precisión de los grupos de interés en plataformas publicitarias se sitúa entre el 60% y el 70% (un tercio entra por error), y además incluye a usuarios con sentimiento negativo hacia el tema o sin capacidad adquisitiva para comprar el producto.
off about onethird of the audience that's in the interest group is just there by error like like the accuracy of an interest group is 60 to 70% wow 60% and I'm paying extra for it yeah yeah so let's call it 2/3 let's be fair 2/3 66% there's a lot of there's a lot of studies that usually between like 65 60 65 70% let's call it 2/3 for the it oh so the point here is potentially half of that audience is people that time you're interested in dogs it's not a positive or negative sentiment you're just interested in that say so that means at Best onethird of that interest group feels you're…
Escúchalo en el minuto 16:39
La pauta amplia y de bajo CPM nutre los canales orgánicos y el email a largo plazo
Canales de adquisiciónAunque la tasa de clics (CTR) aparente sea menor al pautar en broad, el gran volumen de impresiones económicas genera un flujo masivo hacia la búsqueda de marca y la lista de correo electrónico, produciendo ingresos acumulados en los meses siguientes sin coste marginal en anuncios.
partner and to be fair my clickthrough rate is tanked it's so much worse right because instead of getting 100 clicks out of a th000 Impressions I'm going be getting 5,000 clicks out of 20,000 Impressions like because my cpms go down the denominator in the fraction goes up and I'm just reaching more and more people but I'm also getting way more traffic to email I'm getting way more search volume so I'm getting way more money that I don't have to pay Facebook money to get right that email revenue and all that other stuff well the first month maybe those people buy maybe it takes them two three…
Escúchalo en el minuto 42:33
Las prácticas obsoletas en Meta Ads derivan de modelos mentales heredados de Google y Email
Canales de adquisiciónMuchos métodos tradicionales en Meta Ads (como la microsegmentación por intereses o los límites estrictos de puja) surgieron porque los primeros especialistas replicaron los modelos de búsqueda de Google y de email marketing. Aunque el algoritmo evolucionó hacia la segmentación amplia (Broad Targeting) y anuncios dinámicos, la inercia de la industria retrasó la adopción de estas nuevas prácticas.
it comes from the same place as cost cap bidding it comes from the same place Google the thing is and it and we're Facebook yeah made interest groups to try to copy Google this most of the really successful marketers over the last 20 years are email and search people because those platforms have been Facebook first came out all the best thinkers were Google and email people people and Facebook was built to attract individuals and only in 2017 2018 did Facebook make a real fundamental shift into none of them were using broad targeting none of them were abandoning retargeting none of them are…
Escúchalo en el minuto 36:28
El cálculo de ROAS directo en compras complejas de alto valor es engañoso
Medición y experimentosAtribuir un ROAS multimillonario a una campaña de captación de leads bajo el supuesto de que el anuncio provocó toda la venta es ilusorio; en compras complejas o de alto ticket, el formulario es solo un punto de contacto operativo y no el factor único de conversión.
$25,000 vehicle so the Raz is like 250 whoa yeah which is which is nonsense cuz there's no way that yeah there's no way that lead is why somebody bought that car it was just like a thing that like it worked out that's another reason why like Raz is nonsense but yeah like we didn't actually make $250 million but all you know it looked nice on paper
Escúchalo en el minuto 8:08
Cuestionamiento del presupuesto mínimo diario obligatorio para salir de la fase de aprendizaje
Canales de adquisiciónAunque el cálculo tradicional de Meta exige entre 25 y 50 conversiones semanales para salir de la fase de aprendizaje (lo que a un CPA de 30 USD implicaría gastar al menos 240 USD diarios), en la práctica no existe un presupuesto mínimo restrictivo para empezar a pautar de forma efectiva en la plataforma.
said learning phase takes 25 to 50 conversions a week which means it's 3 and a half to seven day let's say it's eight and my average cost for conversion is 30 bucks that means I need to be spending at least $240 a day to make it work now that is unrealistic for most people yeah I now have changed that opinion I don't think there's a minimum budget you can get started at I got I got
Escúchalo en el minuto 49:22
Canales de adquisiciónUn único anuncio creativo bien optimizado y con audiencias amplias puede mantenerse activo durante años y absorber cientos de miles de dólares en inversión, alcanzando en casos documentados hasta 1,8 millones de dólares sin necesidad de rotaciones constantes.
itself um well I'll start off I've run ads for years okay um I've got plenty of ads that have spent couple hundred thousand on one ad I've got ads that have spent I got one ad and I think I short videos I like here's an ad that spent 1.8
Escúchalo en el minuto 34:41
Métricas de captación de clientes potenciales para concesionarios mediante anuncios de generación de leads
Canales de adquisiciónEn la implementación pionera de anuncios de captación de leads en Facebook para el sector automotor (orientados a agendar pruebas de manejo), el costo por lead rondó los 50 dólares y registró una conversión a compra del 50 %, logrando un costo de adquisición de 100 dólares por vehículo de 25.000 dólares con un ROAS nominal de 250x.
was why don't I try to do lead gen ads to get people to go test drive a car why don't I make it so the car dealership can they like hey great you want to take like lead gen that lead goes to the car dealership they contact you and set up a day that was the idea I work and uh one out of two people that took the lead gen ad bought a car so the conversion rate was like 50% and it took us like short I think it cost me about 50 bucks to get a lead so it was $100 to sell a $25,000 vehicle so the Raz is like 250 whoa yeah which is which is nonsense
Escúchalo en el minuto 7:27
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