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5 Facebook Ads Secrets to Making a Fortune Revealed
31 ideas de marketing sacadas de «5 Facebook Ads Secrets to Making a Fortune Revealed», de Professor Charley T. Sobre todo de medición y experimentos…
- 31 ideas despiezadas
- Fuente Professor Charley T
- Dura 59 min
- Publicada en 2024
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ConversiónCada paso adicional o solicitud innecesaria de interacción incrementa drásticamente la tasa de abandono; habilitar pagos inmediatos en un clic (como Shop Pay, PayPal o Apple Pay) permite completar la transacción sin requerir la tarjeta física en mano, maximizando la conversión.
website is so simple Amazon I can pay with Amazon with a swipe or with a click right it it just eliminates like the process that you have to go through like I don't have to take five different steps to make a one done and because because people really underestimate like every time you have to ask someone to do something every time you have to ask someone to go somewhere else it just increases the likelihood of them dropping off it just does you know like give us your money done yeah problem solved shop pay or PayPal Amazon whatever transactions done I don't even need to like like I'm on the…
Escúchalo en el minuto 43:28
Los tres criterios para evaluar la alineación estratégica de un cliente de paid media
Investigación de mercado y clientePara establecer una relación comercial sana y duradera, el cliente debe entender tres premisas: 1) el especialista en marketing no sostiene por sí solo el negocio, sino que acelera un modelo ya funcional; 2) la publicidad pagada actúa como combustible sobre la inversión; y 3) el rendimiento se mide en trayectorias de semanas o meses según un objetivo claro (beneficio neto, facturación bruta o adquisición agresiva) y…
stuff I say like have a conversation with somebody one of the key things about Landing a client isn't getting your first paycheck the thing you want to look at with Landing a client is is this going to be a relationship you want to invest in and some of the best relationships is when you can have a business conversation with an entrepreneur that understands because they need to know three things first off they need to know that they're going to live and die without you like you are not necessary to their bottom line number two your function is to throw fuel on the fire they give you money you…
Escúchalo en el minuto 20:40
Pequeñas mejoras de conversión en el embudo desbloquean un aumento desproporcionado en la inversión publicitaria
Medición y experimentosMejorar la tasa de conversión en las etapas intermedias del embudo (incluso un 10-20%) no solo reduce el CPA, sino que permite incrementar el gasto publicitario entre un 25% y 50% de forma viable, ya que la relación entre eficiencia y volumen no es lineal y las ventas globales aumentan.
one that's like 80 to 12 get that 12 to like 16 or get it to like 20 what is break that creates such a problem if you can make a 25% Improvement or introduce cogs or improve that LTV a 20% change a 10% change in that conversion r or somewhere down the funnel means that you can Spike spend because it's not a onetoone relationship if you get a 10% cheaper cost per acquisition because you improved your conversion rate that means you can push your spend by 20 30 40% because you're GNA get actual sales on efficiency is in a linear line so a 10 20% change in your efficiency generally means a 25 to…
Escúchalo en el minuto 40:51
ConversiónEn negocios de suscripción, alargar el proceso de onboarding (de menos de 2 minutos a 8.5 minutos) incrementó el LTV por 4x, debido a que el mayor tiempo de interacción inicial genera una mayor implicación emocional en el usuario.
side note longer onboarding for a subscription brand not a bad idea what they found was when their onboarding was less than two minutes that person had a net value that was their standard thing when they made it eight and a half minutes their L TV Rose forx because you get so emotionally bought in and
Escúchalo en el minuto 49:49
Pujar por la propia marca genera métricas de vanidad pero no crecimiento incremental
Canales de adquisiciónInvertir presupuesto en palabras clave de búsqueda de marca propia infla artificialmente el ROAS en los informes porque captura a usuarios que ya iban a comprar, impidiendo generar verdadero crecimiento incremental (lift) para el negocio.
on Google ads where um they were spending like 1,500 bucks a day on the keyword that was their own business right yeah that looks great in a vanity report you know because I'm not you're saying oh we're getting you a seven times return on your money but they were going like they were going to your website anyway so it's [ __ ] pointless client and stuff but I basically stopped all that changed all the keywords to people who are actively looking for the products and services that we have um like my reports look a billion times worse than the last people but like the actual growth of the…
Escúchalo en el minuto 18:56
La atribución publicitaria multicanal infla los ingresos reportados por duplicación de conversiones
Medición y experimentosCuando se ejecutan anuncios simultáneos en múltiples plataformas (como Google, Meta y TikTok), cada plataforma se atribuye el crédito total de una venta si el usuario interactuó con sus anuncios dentro de su ventana de seguimiento. Esto produce que una única compra real se contabilice en varios paneles publicitarios a la vez, falseando el ROAS global.
where a lot of clients I'm working with uh like wanting to go on Tik Tok and do Google shopping and do Facebook as well and it's like well if Google's tracking you for 30 days and Facebook's seven and then Tik tok's tracking you as well and you get one purchase someone's being on all three it's not going to show up three times you know they there Department not like hey you made three times the amount of money no it's you know um it yeah it's just one purchase uh you know and it could be it could show up on three platforms and that's one of the things
Escúchalo en el minuto 13:26
Medición y experimentosAl escalar el presupuesto publicitario, el ROAS porcentual tiende a descender inevitablemente, pero el beneficio neto y el volumen de ingresos totales crecen de forma sustancial; es preferible capturar una porción menor de un mercado mucho mayor que conformarse con retornos altos a escala insignificante.
how much if you were spending $100 a day and getting a six row you're doing $600 a day in sales that's that ain't that much but if you were spending $10,000 a day and getting a two row ass and you're making $110,000 in sales a day that's a lot so would you rather a two row ass at $10,000 a day or a six at $100 a day you like the RO like it will go down when you spend more but you will make more way and it's just like a smaller piece of a much bigger pie tends to be way more valuable but yeah I think It
Escúchalo en el minuto 15:36
Medición y experimentosAl escalar el presupuesto publicitario, el ROAS porcentual tiende a descender inevitablemente, pero el beneficio neto y el volumen de ingresos totales crecen de forma sustancial; es preferible capturar una porción menor de un mercado mucho mayor que conformarse con retornos altos a escala insignificante.
how much if you were spending $100 a day and getting a six row you're doing $600 a day in sales that's that ain't that much but if you were spending $10,000 a day and getting a two row ass and you're making $110,000 in sales a day that's a lot so would you rather a two row ass at $10,000 a day or a six at $100 a day you like the RO like it will go down when you spend more but you will make more way and it's just like a smaller piece of a much bigger pie tends to be way more valuable but yeah I think It
Escúchalo en el minuto 15:36
Evaluación del ROAS de ecosistema sobre la atribución individual de plataforma
Medición y experimentosAl operar en múltiples canales de adquisición, la toma de decisiones debe basarse en el ROAS de todo el ecosistema y en los ingresos globales reportados en el backend de la tienda, en lugar de optimizar por los datos de atribución diaria dentro de cada plataforma publicitaria, que suelen ser incompletos.
if we're on three platforms we're going to record you know probably three times the results so we're just going to move to this ecosystem Rass instead and look at how much we're how much we're making that Facebook is showing you [ __ ] because look what's happening on Shopify it your way trying to react to yesterday's incomplete outof context
Escúchalo en el minuto 32:12
ConversiónRalentizar visualmente las barras de progreso o animaciones de cálculo en el flujo de onboarding (haciendo que parezca un procesamiento personalizado) puede multiplicar drásticamente las conversiones y el LTV frente a cargas demasiado rápidas.
funniest thing was he said yeah we had a video that played that looked like it was doing math and it was literally just a video and we played with the time stretch on the progress bar they it like hit the turtle and the bunny and like cool Bunny at two and a half that's that's bad turtle at two and a half we tripled our money cool turtle at two and a half on everything and it was onboarding experience it's like you paid somebody $15 an hour to Triple your LTV
Escúchalo en el minuto 50:16
Canales de adquisiciónEscalar campañas apoyándose exclusivamente en audiencias similares (lookalikes), pujas manuales y retargeting genera resultados inmediatos de corta duración, pero agota la audiencia rápidamente si no se alimenta el embudo de forma continua mediante segmentación amplia (broad) y pruebas constantes de creatividades.
lookalikes and retargeting with manual bidding and I'm like you know what you are going to crush for about 12 days 100% you're gonna Crush but the problem is you're sapping everything out of that lookalike and everything out of that retargeting but because you're not creative testing and scaling it broad yeah you're not feeding anything back into draining the bucket yeah with nothing else coming in it eventually just dries up and you're sitting there
Escúchalo en el minuto 30:08
Canales de adquisiciónEscalar campañas apoyándose exclusivamente en audiencias similares (lookalikes), pujas manuales y retargeting genera resultados inmediatos de corta duración, pero agota la audiencia rápidamente si no se alimenta el embudo de forma continua mediante segmentación amplia (broad) y pruebas constantes de creatividades.
lookalikes and retargeting with manual bidding and I'm like you know what you are going to crush for about 12 days 100% you're gonna Crush but the problem is you're sapping everything out of that lookalike and everything out of that retargeting but because you're not creative testing and scaling it broad yeah you're not feeding anything back into draining the bucket yeah with nothing else coming in it eventually just dries up and you're sitting there
Escúchalo en el minuto 30:08
Canales de adquisiciónUna estructura de campaña simplificada (segmentación amplia, lookalike de rendimiento y retargeting amplio) gestionada con reglas presupuestarias automáticas y 1 o 2 horas semanales de testeo creativo para sustituir los anuncios de peor desempeño permitió escalar un negocio desde los 7 dígitos medios hasta los 8 dígitos medios antes de su adquisición.
like I have a control campaign for one and it's literally broad a performance Bas lookalike and a broad retargeting audience I set that up in 2019 it's got automated rules on the budget and we spend an hour or two a week on Facebook testing new stuff to try to replace the worst ad with something knew they might be better yeah and that business has in polite terms gone from a mid seven to a mid eight and sold they went
Escúchalo en el minuto 34:37
Oferta y precioUna marca escaló de 18M$ a 95M$ en 19 meses pasando de invertir 6.000$/día a 2,5X ROAS a 30.000$/día a 0,8X ROAS inicial, vendiendo una oferta de entrada de 19$ con un coste por venta de 30$, gracias a que el LTV a 1-2 años se duplicó de 100$ a 200$.
brand where we were doing three when I came on board they were doing 6,000 a day at a 2 and a half X row as by the time I left 19 months later we're doing 30,000 a day at a 08 and they went from $12 million company to sorry $18 million company to a $95 million company and the LTV double and it's because we just them it was like all right here's a $19 offer yeah we give you a 19 it costs 30 to sell we know you're worth a 100 after a year or two we got it to 200 yeah
Escúchalo en el minuto 42:24
Oferta y precioUna marca escaló de 18M$ a 95M$ en 19 meses pasando de invertir 6.000$/día a 2,5X ROAS a 30.000$/día a 0,8X ROAS inicial, vendiendo una oferta de entrada de 19$ con un coste por venta de 30$, gracias a que el LTV a 1-2 años se duplicó de 100$ a 200$.
brand where we were doing three when I came on board they were doing 6,000 a day at a 2 and a half X row as by the time I left 19 months later we're doing 30,000 a day at a 08 and they went from $12 million company to sorry $18 million company to a $95 million company and the LTV double and it's because we just them it was like all right here's a $19 offer yeah we give you a 19 it costs 30 to sell we know you're worth a 100 after a year or two we got it to 200 yeah
Escúchalo en el minuto 42:24
Optimizar la conversión web y el backend antes de culpar a la publicidad
ConversiónEl tráfico pagado es solo una pequeña parte del éxito del negocio; si la tasa de rebote o la experiencia de usuario en el sitio web son deficientes, inyectar más anuncios no resolverá la falta de ventas si no se optimiza el embudo de conversión y el backend.
when you're building a business Facebook is a such a small part of it like no Facebook it's such a small part of the for them and like for example the bounce rate on their website was 96% and it's like that it's not the ad's fault bro like it's the website you know and then beyond the website like how's like you know your checkout funnel and then are of email like how's the you know the ux we need to convert people where it matters and actually get people through
Escúchalo en el minuto 35:59
Estrategia de contenidosEn productos de nicho, promocionar únicamente las características directas del producto agota rápidamente la demanda existente; es indispensable invertir en contenido formativo para educar a nuevos segmentos sobre sus problemas y ampliar así el tamaño del mercado potencial.
so for example like I have a client um that's quite a niche product um and a lot of our content that we've used is just like this is the product like you know whatever and like my whole thing for them is like that's you're going to run out of people that are going to buy that product unless you invest money in educating more people on how that product is going to help you because you have to build your own audience you have to like educate people to build out like a bigger a bigger bigger Target of people to reach you know um and
Escúchalo en el minuto 47:57
Marca y posicionamientoTrabajar con tarifas mínimas o simbólicas para las primeras cuentas permite ganar experiencia práctica y exhibir marcas en el portafolio, lo cual genera a largo plazo una prueba social y autoridad que facilita la captación de clientes de mayor valor.
begged uh one of my friends who owns like a shoe company to let me just run ads for him for like $15 a day charged him like next to nothing um like just wanted the experience and then they they're still on my my website and every time people land on my site they're like oh I love these guys like I have their products and like so charging them next to nothing and earning next to nothing at the beginning has has been priceless in the long term you know like
Escúchalo en el minuto 1:36
Marca y posicionamientoTrabajar con tarifas mínimas o simbólicas para las primeras cuentas permite ganar experiencia práctica y exhibir marcas en el portafolio, lo cual genera a largo plazo una prueba social y autoridad que facilita la captación de clientes de mayor valor.
begged uh one of my friends who owns like a shoe company to let me just run ads for him for like $15 a day charged him like next to nothing um like just wanted the experience and then they they're still on my my website and every time people land on my site they're like oh I love these guys like I have their products and like so charging them next to nothing and earning next to nothing at the beginning has has been priceless in the long term you know like
Escúchalo en el minuto 1:36
Canales de adquisiciónAl comenzar un negocio de servicios sin reconocimiento previo, la prospección activa y directa mediante alto volumen de contactos (como enviar cientos de correos o mensajes directos a la semana) es la vía más efectiva para conseguir los primeros clientes hasta generar tracción inbound.
ask right I got my first client because I [ __ ] asked right the content moment I asked I just asked them if they wanted to work I I came on here because like I asked right I just ask so just ask you know just ask people were GNA say no when I was starting my business I probably was sending 200 emails a week asking people to to hire me you know now they're coming to me and I have to turn people away so just ask there you go man
Escúchalo en el minuto 58:38
Comprometerse con un solo enfoque supera a la dispersión de múltiples ideas
Estrategia y decisiones de negocioElegir una única fuente metodológica y apegarse estrictamente a ella genera mejores resultados a largo plazo que intentar ejecutar de forma deficiente o simultánea múltiples buenas ideas.
think really speaks to this is find one person find a source yeah dig into that long as I think the number one strategy is picking a lane and sticking to it I've seen people do things poorly but they commit they're GNA do a lot better than somebody that poorly executes a ton of pretty good ideas so yeah and for me
Escúchalo en el minuto 26:00
Aprender de una sola fuente antes de diversificar referentes
Estrategia y decisiones de negocioPara evitar la sobrecarga informativa y el ruido de tácticas contradictorias al comenzar en marketing digital o ecommerce, es preferible profundizar en el contenido de un único referente consistente para construir una base sólida antes de consumir múltiples fuentes.
content it's actually a thing like a lot of my friends say to me like I just don't know what's right and what's wrong like I don't know where to where to kind of start um and now like you know now I kind of say just find like one great person with loads of content that you can just follow instead of you know going to you know 500 different people um and build up at least some basic idea and then start kind of getting ideas from other places um which is even kind
Escúchalo en el minuto 8:04
Medición y experimentosTener un ROAS extremadamente alto (por ejemplo 6x) suele ser síntoma de estar invirtiendo muy poco presupuesto publicitario. Si cada dólar invertido devuelve un margen tan alto, la decisión financiera correcta es escalar el gasto publicitario para capturar más volumen y beneficio neto absoluto, en lugar de maximizar el ratio porcentual de ROAS.
them to be is that good that's my question because here's the thing 6X row as now let's say you break let's just use stupid math that never holds true one row as means you broke even let's just say your cost of goods zero dollar for whatever for the purpose of this conversation six to me feels like you spent five times too little money yeah because because oh if I give you a dollar you give me six back awesome well why didn't you spend five dollars because I'd have 30 but instead you gave me six you gave me five bucks back in
Escúchalo en el minuto 14:26
Canales de adquisiciónEl algoritmo de Facebook optimiza para conseguir los resultados más fáciles al inicio (la fruta madura), generando un espejismo de éxito a bajo presupuesto que suele colapsar cuando se intenta escalar el gasto publicitario si la estrategia de fondo es deficiente.
also like on from from a Facebook point of view like people underestimate how hard the platform works for you so even with bad advice you can still see some level of success right it's just not scalable and it's not longterm so what I talking about they see some success short term and think these guys know agency they were great until we got up to you know spending more money and then it just you know went flat and they you place Facebook just was doing what it does it went for the lowest hanging fruit first got you some results and now now you're here you know
Escúchalo en el minuto 28:03
Estrategia del seguidor rápido: modelar creatividades y embudos validados por los líderes de mercado
Investigación de mercado y clienteLos líderes de mercado invierten presupuestos masivos en validar creatividades, copys y flujos de conversión; las marcas competidoras pueden reducir riesgo y coste de prueba modelando directamente los enfoques y estructuras que los líderes mantienen activos en herramientas como la biblioteca de anuncios de Meta.
possible you know I look at some of the biggest brands in the world on my ads library because they have they've done the hard work I just go in there and just go in there like I just [ __ ] rip copy paste like the copy yeah McDonald's is the only fast food chain in the world that researches locations every other fast food joint puts himself across the street from McDonald's McDonald's has that in cost they literally had $100,000 a month to test just the length of the onboarding they make it work just copy it and the
Escúchalo en el minuto 45:16
Canales de adquisiciónEn plataformas publicitarias modernas, debatir y aplicar trucos tácticos manuales (como pujas manuales o microajustes constantes) exige un esfuerzo desmedido a cambio de ganancias marginales; apoyarse en las capacidades algorítmicas y de automatización nativas permite escalar el volumen del negocio con mayor eficiencia operativa.
[ __ ] versus CBO my B bar that doesn't matter Madness like it's 2022 like please stop this like conversation like I literally can't handle it I don't understand why like everyone's just not power of five or power five all day like like people argue so in depth about [ __ ] that doesn't matter yeah and I use this you can battle with your [ __ ] CBO whatever like manual bit all that stuff I don't give a [ __ ] I got cannons yeah it's fight is over you know like we're done here I don't care that you figured out a way of working three times harder to make an extra five cents I'm gonna be working…
Escúchalo en el minuto 22:02
Estrategia y decisiones de negocioEl rendimiento y la diferenciación de un media buyer o consultor aumentan cuando asume una mentalidad emprendedora y sentido de propiedad total sobre los datos, el presupuesto y la rentabilidad de las campañas del cliente en lugar de actuar como un mero técnico.
they're just good enough like if you come at running ads and doing this stuff not just as a marketer trying to figure out an audience but like as an entrepreneur trying to run a business whether it's your business or not like I just on the thing but like it's these are my numbers this is my data like I'm gonna make this money like that ownership just feels so good so tell me
Escúchalo en el minuto 4:02
Oferta y precioPara alcanzar el primer millón en facturación, es más eficiente enfocar la adquisición en un único producto o tipo de cliente insignia en lugar de dispersar recursos promocionando múltiples productos a la vez.
is like I can't tell you how many Brands make make like they try to promote five things and it's like look you can get to a million on one and then so here's the trick get from three things down to one so that instead of having three problems to solve you have one you've got one
Escúchalo en el minuto 39:29
Estrategia de contenidosEl contenido generado por usuarios (UGC) grabado de manera natural y sin equipos profesionales escala y convierte mejor en publicidad pagada que las producciones de estudio complejas con iluminación y cámaras de alta gama.
all the best content that is like scaling at the moment is ugc f filmed on an iPhone by someone in the living room and what's really funny for me is some of the bigger brands have really really [ __ ] struggled to accept this reality just don't understand that you just don't need the studio um and the lights and all this kind of stuff you know and you just need someone with an iPhone to like you know shoot someone like legitimately and they're so behind sorry
Escúchalo en el minuto 51:14
Ecuación de viabilidad de ofertas en D2C
Medición y experimentosLa relación financiera clave para determinar la rentabilidad de una oferta en comercio directo al consumidor se basa en comparar la suma del costo de adquisición (CPA) y el costo de producto (COGS) frente al valor de vida del cliente (LTV).
equation and D to C is that c CPA plus cogs divided by LTV looking to see where you get the best offer and like I got I
Escúchalo en el minuto 39:00
Medición y experimentosUna marca de delivery de alcohol pasó de gastar $300-$500 diarios con un ROAS de 6x a invertir $3,000 diarios con un ROAS de 2.5x, logrando $22 de margen de beneficio neto por pedido y acelerando su facturación a $100,000 mensuales apoyándose en el LTV.
it was Moonlighting and they were doing about three to 500 a day at uh 6X ironically enough doing about 1,500 to on within like six nine months I think it's within six months we had him doing a 2 and a half X but really what it meant was we were making a $22 profit instead right $22 profit per sale with a projected two and a half multiplier on LTV again that CPA plus dogs divided by LTV at 3,000 a day and you know the that $1,200 awesome I'm gonna do a h 100,000 a month doing it my
Escúchalo en el minuto 17:03
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