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5 Shocking Facebook Ads Mistakes You're Making Right Now
18 ideas de marketing sacadas de «5 Shocking Facebook Ads Mistakes You're Making Right Now», de Professor Charley T. Sobre todo de canales de adquisición…
- 18 ideas despiezadas
- Fuente Professor Charley T
- Dura 43 min
- Publicada en 2024
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Transición de la microsegmentación por intereses a pruebas creativas dinámicas (DCT) en segmentación amplia
Canales de adquisiciónEn lugar de fragmentar el presupuesto en decenas de campañas y conjuntos segmentados por intereses sin estrategia creativa, adoptar segmentación amplia (broad) combinada con pruebas de creativos dinámicos (DCTs 3:2:2) permite descubrir anuncios de alto rendimiento capaces de escalar y mantenerse rentables durante más de 18 meses.
came in launched 10 more campaigns 100 adsets full of interest groups just targeting every single interest group you can imagine no creative strategy basically copying and pasting Tik Tok which was multiple campaigns dozens of interest groups um and not very many ads and not much creative it's just a YouTube and your whole one campaign 322 dcts and I said myself okay yeah within like the first few dcts I April 2022 is is one of the ads one of the longest serving ads has been running to this day it's still running that first one over a year 18 months in yeah audience targeting is everything…
Escúchalo en el minuto 1:06
Lanzar anuncios constantes para victorias efímeras desestabiliza la adquisición y el embudo
Canales de adquisiciónDepender de lanzar constantemente nuevos anuncios para explotar pequeñas bolsas de audiencia genera resultados que duran solo entre 3 y 7 días; esto vuelve el front-end inestable e impredecible y hace prácticamente imposible optimizar lo que ocurre después del clic.
this day people are like well the path is just like all right new ads do better than old ones okay and new pockets of audiences like are bringing me new customers so what I need to do is launch as many ads as possible to reach as many pockets of customers to try to get as many wins as I can and like they're not realizing that like so you're building your entire business off of things that last for 3 Days 5 days s days in a way that makes everything that happens after the click almost impossible to improve like the way to have consistency and projectable results to reliably predict outcomes…
Escúchalo en el minuto 12:39
Canales de adquisiciónEn lugar de buscar anuncios ganadores por suerte, se debe implementar un sistema industrial: probar creatividades dinámicas de forma económica y aislada en una campaña de testeo y, una vez comprobado su rendimiento, trasladar el ganador a una campaña de control donde pueda absorber gran presupuesto de forma estable y sostenida.
about getting lucky it's not about finding the one ad that's going to help you spend a million bucks it's about building the system that manufactures the ads that can spend a million over and over and over again and like that DCT and control ground the one campaign is the factory that does it and then we had built out a control campaign at that point and we had separated our one campaign which was now our testing campaign from the control campaign and came into the account from you know fresh out of Golden Bear into DCC it just exploded in until we just thought it let's just drop into control…
Escúchalo en el minuto 10:10
Oferta y precioVender un programa con soporte en vivo a un precio demasiado bajo satura las llamadas con cientos de personas, provocando que la mayoría no pueda resolver sus dudas a tiempo y degradando la experiencia percibida. Un precio que requiera una inversión significativa actúa como filtro de compromiso y mantiene un aforo manejable para garantizar soporte individualizado.
think you've got a sweet spot with it to be honest where it's um obviously for most people coming into it is a pretty significant investment but it's at the same time it's not too cheap where it obviously devalues your incredible work for it and at the same time it doesn't devalue it to the point where we jump on a call and there's like a hundred people in there and there's ex the chat the chat box is loaded up with questions and people just think oh my question is never going to get answered here there's no point and then you kind of just give up on the system and at that point you'll…
Escúchalo en el minuto 24:22
Gestión del rendimiento publicitario mediante MER (ventas totales sobre gasto total)
Medición y experimentosEn lugar de intentar calcular la atribución granular y obsesionarse con CPAs aislados en cada plataforma publicitaria (Facebook, Google, TikTok, Amazon), es más efectivo y sostenible gestionar el negocio usando la métrica global de ventas totales divididas entre el gasto total en publicidad (MER).
in I had no idea how to integrate Amazon with the ecosystem Ras until I just decided how about I just take total sales from the business divided by total advertising spend and just have those columns built scrum do and just run the entire business based on how much do we spend on Advertising overall Facebook Google so forth how much money do we make and I can sleep easily running the business that way it's just so much easier than trying to trying to hit a you know $20 CPA on on Facebook 15 on Tik Tok 10 on Google yeah like oh the the idea of like trying to the idea of chasing an attribution…
Escúchalo en el minuto 16:15
Oferta y precioEn programas de mentoría o comunidades basadas en cohortes, maximizar el precio para reducir al mínimo el volumen de clientes puede mantener la facturación pero destruye el valor de la comunidad. Un volumen moderado de operadores comprometidos enriquece las sesiones en vivo, ya que las dudas y problemas de un miembro resuelven de forma preventiva situaciones que otros enfrentarán semanas después.
values isn't like I mean I could charge 100K and I probably would get I would maybe I get one ten0 the amount of customers my unit economics look the same but one of the things that I value the most about the NBA and I love is on the weekly calls and inside the community every new person is bringing in new knowledge and new problems and like on those calls I get I get messages from so many people that are like the question somebody that they didn't know asked that they weren't even thinking about was the fix to the problem they were weren't even aware of until like two weeks later and like of…
Escúchalo en el minuto 23:06
Oferta y precioEn programas de mentoría o comunidades basadas en cohortes, maximizar el precio para reducir al mínimo el volumen de clientes puede mantener la facturación pero destruye el valor de la comunidad. Un volumen moderado de operadores comprometidos enriquece las sesiones en vivo, ya que las dudas y problemas de un miembro resuelven de forma preventiva situaciones que otros enfrentarán semanas después.
values isn't like I mean I could charge 100K and I probably would get I would maybe I get one ten0 the amount of customers my unit economics look the same but one of the things that I value the most about the NBA and I love is on the weekly calls and inside the community every new person is bringing in new knowledge and new problems and like on those calls I get I get messages from so many people that are like the question somebody that they didn't know asked that they weren't even thinking about was the fix to the problem they were weren't even aware of until like two weeks later and like of…
Escúchalo en el minuto 23:06
Evolución del testeo en Meta Ads mediante anuncios dinámicos y validación previa de creativos
Canales de adquisiciónEn lugar de probar creativos manualmente con Post IDs o lanzar combinaciones dinámicas (DCT) a ciegas esperando tener suerte, conviene utilizar metodologías estructuradas (como el formato 3:2:2) y frameworks de validación previa para que el algoritmo filtre los elementos ganadores antes de escalar el presupuesto.
that you know with 322 I was like so I've been doing post IDs when I could have just done this and let Facebook find the winner for me yeah and posting money that way but then Golden Bear was like I've been running dcts without even you know verifying that the assets inside of it a all for Facebook's business yeah like you're still kind of hoping to get lucky on your decisions with DCT building from scratch and now golden be just like oh I can try a thousand ideas oh these five work great I'll just go make money like that's it
Escúchalo en el minuto 9:10
Retención y relación con el clientePara escalar un programa de mentoría o formación avanzada sin degradar la experiencia de cliente ni romper la promesa de valor, resulta más efectivo multiplicar las sesiones grupales del experto principal (adaptando horarios internacionales) que delegar la atención en consultores junior que operan con guiones.
inside of it yeah and I've always said like if the program triples in size or Grows by 10x my fix won't be to bring on a success consultant I'll just add another call like the amount of time it would take for me to satisfy five more five times more students in those calls like oh okay well we'll just do another lecture maybe we'll do one that's set up for the Europeans and we'll do another one that's later in the day so the Australians and Americans can hop in and like it's fine like it there's so much other like coaches and gurus where that person never shows up and there's some employee…
Escúchalo en el minuto 25:35
Retención y relación con el clienteIndexar y sintetizar el histórico de clases y contenidos mediante un asistente de IA permite responder al instante preguntas frecuentes y de nivel básico de los miembros, liberando el tiempo directo del instructor para resolver dudas estratégicas y complejas.
couple of ideas right now working on like this AI thing to like help make more entry level questions even more answerable based off of all of the things like one of the things I'm doing is I'm trying to synthesize all of the lectures so you could ask a question and the the archive of the lectur just spit you back the answer so you don't have to YouTube with a B+ answer it's like a really good it a lot more where you're getting some really really basic questions
Escúchalo en el minuto 27:23
Retención y relación con el clientePresentar al referente o experto principal durante la llamada de ventas para luego transferir el servicio a empleados junior sin capacidad real de resolución destruye la confianza del cliente y genera una inmediata insatisfacción postventa tanto en agencias como en programas de formación.
bandwidth isn't like I hate seeing things and I hear stories about it all the time and so people come into the NBA that have gone through other premium slack groups or training things with other like coaches and gurus where that person never shows up and there's some employee kind of reading a script that can't answer the question you just feel like why am I here you know like how many times have you H have you gone to an ad agency and like the person that's like the star is on the sales call and you never see yeah don't say that because that the agency that we I spoke of earlier in the cour…
Escúchalo en el minuto 26:11
Aumentar el valor de la cesta y ventas recurrentes antes de caídas estacionales
Oferta y precioPara amortiguar el aumento estacional natural de los costos por adquisición (CPA) que suele ocurrir hacia mitad de año, se deben implementar estrategias para incrementar el valor medio del pedido (AOV) y ofertas de recompra meses antes (Q1).
going to happen next so like February or what was it January I think this year you were talking about you know let's start to implement some rebu up S reup sales um let's build in some stuff that you know increases our basket value before you know June time comes around where your CPA is just naturally going to rise so it's it's almost like working with someone who who is working three months
Escúchalo en el minuto 18:35
Ineficiencia de agencias que multiplican adsets de intereses sin renovar creatividades
Canales de adquisiciónDelegar la compra de medios en agencias que cobran honorarios elevados (ej. 7.500 $/mes) pero se limitan a multiplicar campañas y ad sets de intereses reciclando creatividades viejas acelera la pérdida de presupuesto sin solucionar problemas estructurales de adquisición.
then bringing in the agency just expedited that Pro because we were doing stuff badly on Facebook and all they did was you know expedite process yeah they came in launched 10 more campaigns 100 adsets full of interest groups just targeting every single interest group you can imagine no creative strategy basically copying and pasting the ads that I already had and just running it towards interest groups um new ads and stuff and I charge 7 a2k a month for that for that service so I decided to cut ties with the agency
Escúchalo en el minuto 0:57
Retención y relación con el clientePara sostener el valor y la retención en comunidades profesionales de pago, es crítico asegurar un nivel base y una nomenclatura o sistema operativo compartido entre los miembros. Cuando conviven principiantes que saturan con dudas básicas y consejos no estandarizados, los miembros avanzados pierden el interés y cancelan su suscripción; en contraste, compartir el mismo marco de trabajo permite que las dudas…
it's just like it's literally crawling pace and you just get the same questions regurgitating and it's just the same old answers and you just think at some point you just think this I'll just save myself the the money each month and I'll you're investing a considerable amount of money each month into something you perhaps don't want to be at a point where you're seeing like complete beginner questions you want to know that people are on the same bandwidth as you like their answer doesn't fit my business like their answer doesn't fit my measurement or my testing so now most and so it becomes I…
Escúchalo en el minuto 31:24
Retención y relación con el clientePara sostener el valor y la retención en comunidades profesionales de pago, es crítico asegurar un nivel base y una nomenclatura o sistema operativo compartido entre los miembros. Cuando conviven principiantes que saturan con dudas básicas y consejos no estandarizados, los miembros avanzados pierden el interés y cancelan su suscripción; en contraste, compartir el mismo marco de trabajo permite que las dudas…
it's just like it's literally crawling pace and you just get the same questions regurgitating and it's just the same old answers and you just think at some point you just think this I'll just save myself the the money each month and I'll you're investing a considerable amount of money each month into something you perhaps don't want to be at a point where you're seeing like complete beginner questions you want to know that people are on the same bandwidth as you like their answer doesn't fit my business like their answer doesn't fit my measurement or my testing so now most and so it becomes I…
Escúchalo en el minuto 31:24
Retención y relación con el clienteEn disciplinas basadas en plataformas estandarizadas (como Facebook Ads), las comunidades de pares funcionan como activos que se revalorizan con cada nuevo integrante: dado que el software opera bajo las mismas reglas para todos, compartir documentación, pruebas y soluciones probadas resulta universalmente aplicable sin necesidad de ventas internas ni fricción competitiva.
idea that it's nobody's trying to sell anything everybody's speaking the same about the same documentation everybody's business is different too like your business is completely different than somebody else's but because Facebook is software it works the same for everyone like there's no reason that you can't share information and understand what's in and every new person that joins makes it better and ultimately what I talk about all the time is investing in assets that appreciate and value and the already in and just every week there's more value that you can come back and tap that well…
Escúchalo en el minuto 35:40
Medición y experimentosMigrar la toma de decisiones desde métricas aisladas de ROAS alto hacia un modelo de gestión basado en costo por adquisición (CPA) permitió recuperar niveles de facturación de seis cifras.
got us back to six figures basically what we were doing the previous year when stuff was like 10x row as which I think says a lot actually we were at 10x row as at that point because that's what the number that we cared about but then we switched to obviously the CPA model got us back to that same
Escúchalo en el minuto 6:17
Facturar en un trimestre el total del año anterior mediante el traspaso de creativos a campañas de control
Canales de adquisiciónTras estructurar la cuenta con separación entre campañas de testeo y campaña de control e introducir creativos ganadores validados, un negocio logró igualar en el primer trimestre (Q1) la totalidad de los ingresos generados durante todo el año anterior.
came into the account from you know fresh out of Golden Bear into DCC it just exploded in spend we couldn't you know we pushed a budget higher and higher in testing until we just thought it let's just drop into control and see what happens and immediately took over spend and we in q1 of this year we did our entire revenue for the previous year wow in the
Escúchalo en el minuto 14:46
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