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$50k to over $5M/m in 18 Months With My Facebook Ads Strategy (Full Funnel & Program Breakdown)
24 ideas de marketing sacadas de «$50k to over $5M/m in 18 Months With My Facebook Ads Strategy (Full Funnel & Program Breakdown)», de Professor Charley…
- 24 ideas despiezadas
- Fuente Professor Charley T
- Dura 48 min
- Publicada en 2024
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Coordinar un roadmap global de experimentación para evitar interferencias entre marketing y desarrollo
Medición y experimentosLa experimentación no debe ejecutarse de forma aislada en creativos, CRO o cambios técnicos en la web; sin un roadmap unificado con dependencias y responsables claros, modificaciones técnicas (como instalar apps que rompen el checkout) provocan caídas atribuidas erróneamente a los anuncios. Un plan global estructurado garantiza que las pruebas sean complementarias y no canibalicen los resultados del negocio.
And once you finish all of that, we really get into this next part, which is the testing roadmap. Now, the testing roadmap is essential because it's not just what are you creative testing. You should know what this creative test is and what the next creative test is going to be for the next month, two months, three months. But also, what about your CRO efforts? What about the apps you're going to install on your web page? How many times have you seen somebody put on an app in their Shopify to help with conversion rate but it makes them pop up, come out over on a phone above the checkout…
Escúchalo en el minuto 24:01
Medición y experimentosEjecutar pruebas masivas de creatividades dirigidas a distintos públicos al mismo tiempo que se modifican las páginas de aterrizaje distorsiona los resultados, impidiendo identificar la verdadera causa del éxito o fracaso del rendimiento y perjudicando la planificación del negocio.
For instance, if you're testing 17 new Facebook ads that all target different types of people and you're doing a landing page test, well, if you're doing a landing page test and you didn't change your ads, well, you know exactly who's going to come into the store and all you're going to try to do is convert them better. But if you're doing a giant creative test and doing a landing page test, you're trying to change the layout of the store and attract a million different types of customers who might never come back. The odds of any one of those tests being significant to your bottom line is…
Escúchalo en el minuto 25:26
Medición y experimentosOptimizar y reportar únicamente un ROAS alto en la plataforma publicitaria es insuficiente si el negocio pierde flujo de caja o margen neto; el trabajo publicitario debe medirse por su contribución real y estabilidad según las métricas del departamento financiero.
And your clients aren't going to leave you because you're ultimately providing so much more value other than like, well, here's our ROAS. I know your business is going down and your cash flow is getting worse and worse. You're making less and less profit, but our ROAS is excellent. You're going to be able to understand the contribution of what it is that you're doing so you can ultimately be the best business partner to your clients by being the best business partner to Facebook and understanding that ultimately our number one boss in the real world is the finance department. And how do we…
Escúchalo en el minuto 41:51
Medición y experimentosOptimizar y reportar únicamente un ROAS alto en la plataforma publicitaria es insuficiente si el negocio pierde flujo de caja o margen neto; el trabajo publicitario debe medirse por su contribución real y estabilidad según las métricas del departamento financiero.
And your clients aren't going to leave you because you're ultimately providing so much more value other than like, well, here's our ROAS. I know your business is going down and your cash flow is getting worse and worse. You're making less and less profit, but our ROAS is excellent. You're going to be able to understand the contribution of what it is that you're doing so you can ultimately be the best business partner to your clients by being the best business partner to Facebook and understanding that ultimately our number one boss in the real world is the finance department. And how do we…
Escúchalo en el minuto 41:51
Canales de adquisiciónCrear múltiples variaciones directas de un anuncio exitoso tiende a provocar fatiga publicitaria y canibalización, ya que el nuevo creativo compite directamente contra el anterior en vez de expandir la cuenta. En lugar de sobrecargar el mejor anuncio, las pruebas creativas deben dirigirse a identificar y fortalecer el eslabón más débil del embudo para generar activos ganadores diversos e independientes.
It's another thing to know how specifically to weaponize a 4PI analysis to know exactly what you should be testing so that you can get the best results in your business by not trying to just say, well, this ad worked. Get me 20 more of it. Which ultimately is the reason why all of your ads are constantly fatiguing because the new one that does well comes at the expense of the old one. You're just trying to solve the same problem over and over and over again, even though you didn't need to. Instead, we can focus on like what's your weakest link. Let's make that stronger. Let's improve the…
Escúchalo en el minuto 22:06
Canales de adquisiciónCrear múltiples variaciones directas de un anuncio exitoso tiende a provocar fatiga publicitaria y canibalización, ya que el nuevo creativo compite directamente contra el anterior en vez de expandir la cuenta. En lugar de sobrecargar el mejor anuncio, las pruebas creativas deben dirigirse a identificar y fortalecer el eslabón más débil del embudo para generar activos ganadores diversos e independientes.
It's another thing to know how specifically to weaponize a 4PI analysis to know exactly what you should be testing so that you can get the best results in your business by not trying to just say, well, this ad worked. Get me 20 more of it. Which ultimately is the reason why all of your ads are constantly fatiguing because the new one that does well comes at the expense of the old one. You're just trying to solve the same problem over and over and over again, even though you didn't need to. Instead, we can focus on like what's your weakest link. Let's make that stronger. Let's improve the…
Escúchalo en el minuto 22:06
Canales de adquisiciónEl modelo de negocio de Meta se basa en retener la atención del usuario en la plataforma. Si los anuncios actúan como un obstáculo para la experiencia del usuario, el algoritmo penaliza la cuenta elevando los costes por mil impresiones (CPMs) y adquisiciones (CPAs). Al crear anuncios y ganchos que retienen la atención e impulsan el engagement, el anunciante se alinea con los incentivos de la plataforma, obteniendo…
Remember, Facebook's business model is keeping people on Facebook for as long as possible and getting them to want to come back. So ultimately, if your content presents itself as a liability to Facebook's business model of the retention of attention for profit, then why would they ever give you better treatment? The reason your CPMs are climbing and the results are less stable and your CPAs are getting out of control is because you're ultimately not showing your business partner respect. It's about making you the best business partner so that Facebook's machine works really, really hard at…
Escúchalo en el minuto 15:19
Canales de adquisiciónEl modelo de negocio de Meta se basa en retener la atención del usuario en la plataforma. Si los anuncios actúan como un obstáculo para la experiencia del usuario, el algoritmo penaliza la cuenta elevando los costes por mil impresiones (CPMs) y adquisiciones (CPAs). Al crear anuncios y ganchos que retienen la atención e impulsan el engagement, el anunciante se alinea con los incentivos de la plataforma, obteniendo…
Remember, Facebook's business model is keeping people on Facebook for as long as possible and getting them to want to come back. So ultimately, if your content presents itself as a liability to Facebook's business model of the retention of attention for profit, then why would they ever give you better treatment? The reason your CPMs are climbing and the results are less stable and your CPAs are getting out of control is because you're ultimately not showing your business partner respect. It's about making you the best business partner so that Facebook's machine works really, really hard at…
Escúchalo en el minuto 15:19
La publicidad digital compra atención para amplificar el modelo de negocio, no resultados aislados
Medición y experimentosEl gasto en plataformas publicitarias como Facebook debe evaluarse como una asignación de capital para amplificar el funcionamiento del negocio y no como una compra directa de resultados individuales. El análisis debe basarse en el impacto global del negocio (clientes nuevos netos, LTV, CAC y CPA combinado) en lugar de depender exclusivamente de los paneles de atribución de la plataforma.
Let's break down all of the money that we spend by business objective. Let's begin to understand what's bringing in more net new customers. What's bringing in higher LTV. What's improving CAC. What's improving blended CPA. And we're not necessarily just looking at attribution in the platform. And this is something you can't get just by looking at a dashboard. You have to break these things down like an investment banker. Because ultimately, you're not buying results with your Facebook ads. You are buying attention to amplify your business model. And when you begin to understand how your…
Escúchalo en el minuto 7:28
Eliminar el gasto ineficiente antes de priorizar el testeo de creatividades
Canales de adquisiciónAntes de apresurarse a realizar pruebas de creatividades, es prioritario sanear la cuenta publicitaria eliminando el gasto que infla el ROAS en panel sin aportar dinero real a la cuenta bancaria, simplificando la inversión hacia activos estables y sostenibles.
And so when we begin to optimize our ad account by removing waste and removing those things that give us a great return on ad spend in the dashboard but ultimately don't add any more money to the bank account, we're going to see better results. I can't tell you how many times people come into the program and they're in a huge rush to just do creative testing. But what really helps you improve your performance is spending your money where the money is best spent. So let's first eliminate all of our wasteful spend. And then we can simplify our ad account to only focus on spending our money…
Escúchalo en el minuto 10:57
Un buen modelo de negocio escala la inversión publicitaria, no al revés
Canales de adquisiciónLa capacidad de escalar el gasto en anuncios de cientos a decenas de miles de dólares diarios depende de la solidez del negocio y su oferta, y no de trucos de compra de medios o agencias externas.
But we have to admit the ad agency isn't the reason the business works, right? Like my buddy Jason Panzer from Hexclad has built a nine-figure business not because the agency behind it was incredible, but it's because he's a very smart businessman who came off of Wall Street and teamed up with Gordon Ramsay to sell cookware, right? If he had a grade in, he built a business model that scales, right? a good business will scale an ad account, not the other way around. And that is absolutely true, absolutely fundamental, and something that folks who try to go from 200 a day to 1,000 a day don't…
Escúchalo en el minuto 30:58
Utilizar un registro de pruebas compartido para alinear todos los departamentos
Medición y experimentosUn registro de experimentos documentado y transparente permite que los compradores de medios, desarrolladores, diseñadores, inventario y atención al cliente operen coordinados, evitando que los equipos persigan métricas aisladas como el ROAS individual en detrimento de la rentabilidad global.
So the next thing that we really need to understand is our testing log. There's a documentation process and a transparency and a system and ultimately an SOP to understanding every moving part in the business. And the purpose of the testing log is to make that visible so that the Facebook media buyer knows what the developer is doing and knows what the landing page designer is doing. And they know what the customer service team is doing and they have an idea of what the inventory team is doing so that everybody can work together as a well-oiled machine. And if they don't have visibility, it's…
Escúchalo en el minuto 27:28
Evaluación del ROAS a nivel de ecosistema integral
Medición y experimentosLa atribución y el impacto real de la pauta pagada deben medirse analizando el ecosistema completo del negocio de forma conjunta, correlacionando el tráfico de pago con el rendimiento de canales como email y búsqueda.
And speaking of all of that, like something else that's really important I want to get to here real quick is the ecosystem ROAS doc. And this is kind of like the scrum doc, but for your entire business. And this helps you understand the impact of not only Facebook marketing, but also of your email and your search and everything else.
Escúchalo en el minuto 32:50
Simplificar la cuenta publicitaria en lugar de sobrefinanciar retargeting por atribución aparente
Canales de adquisiciónConcentrar excesivo presupuesto en retargeting suele inflar métricas de vanidad en los paneles sin generar crecimiento neto real. Es recomendable simplificar la estructura de la cuenta y canalizar el grueso del presupuesto hacia la generación de impacto neto positivo para el resultado final de la empresa.
It's not just what is this attribution software say about my credit that this ad gets for sale. You're no longer chasing those vanity metrics for unsustainable results in a way that ultimately does not produce more profit. And part of what we really get out of that also is understanding our optimization and our simplification of our ad account. Once we know what we're getting for our dollars, once we know where our pennies are being spent, once we know what our ads are doing for our bottom line, we can begin to optimize our account to spend the vast majority of our money while we're getting…
Escúchalo en el minuto 9:17
Canales de adquisiciónInyectar presupuesto en plataformas publicitarias como Facebook Ads no soluciona un negocio que no sabe generar dinero por sí mismo; el producto y la economía unitaria deben ser viables antes de intentar escalar con pauta.
From the start, you have to have a business that can work. If what you have can't make money, then nothing I can do will help. I don't work with folks who try to throw money at Facebook to fix their business. Those folks never win.
Escúchalo en el minuto 2:09
Oferta y precioIncorporar alianzas y descuentos en las herramientas de software que tu negocio utiliza dentro de tu paquete de oferta permite que los ahorros generados por sí solos cubran el precio de entrada, estructurando una propuesta de valor de retorno directo.
And you also get the discounts and partnerships with all of the companies that I use on all of my businesses. Getting that alone, the discounts you get with those partnerships will pay for the MBA program in 12 months anyway. So, like, this is meant to be a so valuable you can't say no type offer.
Escúchalo en el minuto 45:38
Canales de adquisiciónTrabajar en sintonía con las reglas y el diseño del algoritmo de Meta genera mejores resultados que invertir horas diarias en microgestión y trucos temporales; la plataforma optimiza mejor cuando se le entregan los datos correctos y se le permite hacer el trabajo automatizado.
We've always looked at Facebook as an enemy, right? But the truth of the matter is, if you do look at them as a partner and you give them what they want and you play in their sandbox, they will give you better results. They're just using the machine in the way it was designed to be used. We don't need to hack anymore. We don't work hours every day on ads anymore. It's all about knowing how to make the machine do the work for you.
Escúchalo en el minuto 1:24
Canales de adquisiciónLos usuarios no entran a las redes sociales a ver anuncios; por ello, los algoritmos de subasta priorizan las piezas publicitarias que ofrecen una mejor experiencia y mantienen a los usuarios dentro de la plataforma (optimizando la tasa de acción estimada).
Now, the next thing we're getting into is Golden Bear and creative testing, and this is testing for branded estimated action rate. How do we improve our relationship with Facebook? Remember, everybody – the average person swipes the height of the Eiffel Tower on a daily basis. And why that really matters is your ad is, objectively speaking, sort of a billboard in the sky blocking the beautiful sunset. Nobody is going onto Facebook to see your ads. What Facebook ultimately tries to do is understand whose ads are best for our users so they can stay on the platform.
Escúchalo en el minuto 14:37
Canales de adquisiciónLos usuarios no entran a las redes sociales a ver anuncios; por ello, los algoritmos de subasta priorizan las piezas publicitarias que ofrecen una mejor experiencia y mantienen a los usuarios dentro de la plataforma (optimizando la tasa de acción estimada).
Now, the next thing we're getting into is Golden Bear and creative testing, and this is testing for branded estimated action rate. How do we improve our relationship with Facebook? Remember, everybody – the average person swipes the height of the Eiffel Tower on a daily basis. And why that really matters is your ad is, objectively speaking, sort of a billboard in the sky blocking the beautiful sunset. Nobody is going onto Facebook to see your ads. What Facebook ultimately tries to do is understand whose ads are best for our users so they can stay on the platform.
Escúchalo en el minuto 14:37
ConversiónComunicar de forma directa en el llamado a la acción que el prospecto debe acudir con fondos disponibles y método de pago listo elimina el tiempo invertido en reuniones con personas no cualificadas para comprar.
If you're interested in this stuff, there's a link down below to have a conversation with me. Bring your credit card. Make sure you have money. I don't like my time being wasted.
Escúchalo en el minuto 46:08
Estandarización de nomenclatura y documentación accesible para reducir fricción operativa y reuniones
Estrategia y decisiones de negocioImplementar un sistema riguroso de nomenclatura y documentación centralizada de procesos, cuentas publicitarias y métricas elimina decenas de horas de reuniones e intercambios de correos. Permitir que cualquier stakeholder o cliente acceda de forma autónoma a la información ('está en el doc') evita cuellos de botella dependientes de personas individuales y expone ineficiencias en el equipo.
Now, one of the messiest things that I see in companies is their documentation. And one of the core tenements of the Facebook ads MBA program is nomenclature and documentation. But also ways to make sure that you can eliminate dozens of hours of meetings. Like you can stop wasting time by making it easy for everybody to get the information that they need when they need it. If you have to email somebody because they're the only person that has access to that information, your success protocol is broken. And we are going to insert a system that allows every stakeholder in the business to be…
Escúchalo en el minuto 18:06
Los anuncios dinámicos (DCT) no sufren fatiga creativa tradicional y mejoran con el tiempo
Canales de adquisiciónA diferencia de los anuncios con creatividades estáticas individuales que se desgastan rápidamente, los anuncios de creativos dinámicos (DCT) optimizan continuamente el reparto de combinaciones mediante el algoritmo publicitario, acumulando datos y volviéndose más eficientes a lo largo del tiempo.
The DCTs to help you work through setting the system up because remember those dynamic creatives don't fatigue. They get smarter over time.
Escúchalo en el minuto 36:06
Escalado de facturación de 50.000 a 7 millones de dólares mensuales en Under Outfit
Medición y experimentosLa marca de ecommerce Under Outfit escaló sus ingresos de 50.000 dólares al mes a 7 millones de dólares al mes en menos de 18 meses manteniendo y mejorando su rentabilidad.
And they came in doing $50,000 a month. They did $7 million last month. They went from $50,000 a month to $1 million a week in less than 18 months. And at a better profit.
Escúchalo en el minuto 33:53
Rentabilidad y eficiencia operativa en gestión simplificada de Meta Ads
Medición y experimentosUn caso documentado generó $75.000 USD de beneficio neto sobre $292.000 USD en ventas (un incremento de rentabilidad superior al 400% respecto a los $17.000 USD iniciales) requiriendo solo 3 horas totales de trabajo operativo dentro de la cuenta publicitaria.
And in March, he took his client from a profit of 17K. And guaranteed he would double his profits. And now he's done over 400% lift. And the coolest part is he's worked three hours in total in the account since he's taken over. The business has generated $75,000 profit on $292,000 in sales.
Escúchalo en el minuto 3:28
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