Marketero · Entrevistas
Ad Account Structure, KPIs and more
26 ideas de marketing sacadas de «Ad Account Structure, KPIs and more», de Professor Charley T. Sobre todo de medición y experimentos, canales de…
- 26 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 02 min
- Publicada en 2023
Ver la entrevista entera en YouTube
De qué habla
Las 26 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 26 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Estructura simplificada de campaña en Meta Ads para escalar con machine learning
Canales de adquisiciónPara maximizar el aprendizaje automático y lograr resultados estables al escalar en Meta Ads, consolida la cuenta en una sola campaña CBO con segmentación abierta (Broad): un conjunto principal con los post IDs ganadores enfocados en un producto héroe y uno o dos conjuntos de testeo creativo dinámico (método 3:2:2) diseñados para cubrir vulnerabilidades creativas.
campaign structure that can get you to 50 million a year this is one campaign one ad set with your winning post IDs targeting a hero product or customer Journey that you understand the unit economics of against that I have one or two Dynamic creative tests that are set up simply through the 322 method that are specifically designed to address liabilities that I'm projecting inside of my winning ad set this is targeting Broad this is CBO to deliver me stable and projectable results that improve over time where my ads never fatigue literally anything more complicated than this is going to be a…
Escúchalo en el minuto 38:34
Evaluar la mezcla de canales como un sistema integrado en lugar de buscar la atribución individual
Medición y experimentosIntentar atribuir la venta a un solo anuncio o canal es una pregunta errónea, ya que la decisión de compra es el resultado de múltiples impactos acumulados; la gestión de medios debe enfocarse en cómo colabora el ecosistema completo para generar estabilidad de negocio, previsibilidad de flujo de caja y gestión de inventario.
it's very rarely the salesperson at the store at the cash register that you get right it's Decades of you being in a a person that's alive seeing cars it's your friends like you went in with a so the concept of saying what gets credit is a false one it's one of it's the wrong question that does not actually have a legitimate answer what we can do is say what environment can we set up and with that we can say well how much spend should go to each Channel what do is how much if we look at each marketing channel as an employee on the factory line how much credit or how much help does each…
Escúchalo en el minuto 22:52
Calibrar el escalado en Facebook Ads mediante CPA objetivo y gasto en lugar de ROAS o métricas de clics
Medición y experimentosLa toma de decisiones y el escalado de campañas pagadas deben fundamentarse en el costo por adquisición (CPA) y el presupuesto total invertido (spend), descartando métricas como ROAS, CTR o CPC, que no garantizan la rentabilidad real del negocio. Aunque la atribución dentro del panel sea imprecisa, su sesgo tiende a ser constante, lo que permite definir un CPA objetivo en la plataforma calibrado contra el CPA…
definitely say CPA matters the most and spend and what I'm looking at is I don't care about roas because that's not a important like CPC doesn't matter on Facebook CTR doesn't matter on Facebook CTR isn't necessarily a good thing at all and a good row as might be the reason that your business is failing model and if we can understand with spend how much of our overall investment into the growth of the business is coming from the Facebook platform we can also understand then what a good relative CPA can be for Facebook across our entire business and a blended if it's wrong it's wrong by…
Escúchalo en el minuto 3:02
El testeo creativo busca ampliar las opciones de inversión del algoritmo, no aislar un anuncio ganador
Medición y experimentosEl propósito de las pruebas creativas en publicidad pagada no debe ser únicamente encontrar un anuncio ganador para trasladarlo a otro conjunto, sino enriquecer el catálogo de activos disponibles para que el algoritmo optimice la entrega global. Una prueba creativa debe mantenerse activa mientras continúe mejorando el CPA combinado (blended CPA) y permitiendo absorber más volumen publicitario, deteniéndose solo al…
just wrong thinking that a creative test exists to give you a winning ad I would say a creative test job is to improve the suite of assets the investment opportunities that Facebook can make on your behalf to use your content to give users a that means that if your creative test is successful and you have a better Blended CPA across your business your creative test isn't over it's not just to define a winning ad it's to say how much more volume can my business handle how much more and the reason I end them is that ultimately I've had a law of diminishing returns of how much more efficient I…
Escúchalo en el minuto 46:03
Medición y experimentosOptimizar campañas de publicidad digital únicamente para maximizar el ROAS en plataforma puede estrangular el embudo de ventas: reduce la eficiencia aparente pero sacrifica la captación de nuevos clientes, comprometiendo los flujos de caja y los ingresos futuros del negocio.
new when I ramp up my Facebook ads what percentage of my customers are new versus returning and if there's a higher volume of newer customer maybe my efficiency goes down but I know what I'm doing is I'm buying a higher volume of future cash flow and revenue so I might treat Facebook as a row as generation device and ultimately what I do is I completely starve my funnel and then run out of money even though my Facebook bro
Escúchalo en el minuto 15:56
Medición y experimentosOptimizar campañas de publicidad digital únicamente para maximizar el ROAS en plataforma puede estrangular el embudo de ventas: reduce la eficiencia aparente pero sacrifica la captación de nuevos clientes, comprometiendo los flujos de caja y los ingresos futuros del negocio.
new when I ramp up my Facebook ads what percentage of my customers are new versus returning and if there's a higher volume of newer customer maybe my efficiency goes down but I know what I'm doing is I'm buying a higher volume of future cash flow and revenue so I might treat Facebook as a row as generation device and ultimately what I do is I completely starve my funnel and then run out of money even though my Facebook bro
Escúchalo en el minuto 15:56
Medición y experimentosOptimizar campañas de publicidad digital únicamente para maximizar el ROAS en plataforma puede estrangular el embudo de ventas: reduce la eficiencia aparente pero sacrifica la captación de nuevos clientes, comprometiendo los flujos de caja y los ingresos futuros del negocio.
new when I ramp up my Facebook ads what percentage of my customers are new versus returning and if there's a higher volume of newer customer maybe my efficiency goes down but I know what I'm doing is I'm buying a higher volume of future cash flow and revenue so I might treat Facebook as a row as generation device and ultimately what I do is I completely starve my funnel and then run out of money even though my Facebook bro
Escúchalo en el minuto 15:56
Simplificar la estructura de anuncios para permitir la optimización del algoritmo de Meta
Canales de adquisiciónEvitar la fragmentación de presupuestos en múltiples campañas de prueba y escalado permite que el aprendizaje automático de Meta optimice la entrega en base a la experiencia del usuario y su volumen masivo de datos en tiempo real.
so the reason that structure works is because we have a control environment with one or two variables or we have a testing campaign and a scaling campaign and all these other things we're not actually leveraging machine learning we're not actually leveraging artificial intelligence we're and your job is to respect that and take advantage of it doing the work for you stuff and why that account structure will in the long term beat everything
Escúchalo en el minuto 41:10
El anuncio debe realizar la segmentación atrayendo la atención adecuada
Mensaje y copywritingEn publicidad digital (Facebook Ads) lo que realmente se compra es atención y no resultados directos; por ello, el diseño conceptual del anuncio debe encargarse de la segmentación atrayendo al perfil exacto de cliente deseado.
remember that what when you run Facebook ads what you're doing is buying attention you're not buying results so you have to make sure the concepts the design of your ad should be built to acquire the right type of attention the way that you've been taught to think about targeting with audiences is the way that you should be thinking about the ads that you design
Escúchalo en el minuto 52:31
Medición y experimentosDado que el presupuesto es la principal variable directamente controlable, las decisiones de inversión publicitaria deben basarse en si un aumento de gasto genera un incremento proyectable de ingresos en el negocio global superior al capital añadido (sea a 5, 15 o 30 días), en lugar de optimizar por el ROAS reportado de forma aislada por cada canal.
is great because it says what is the contribution to my bottom line from if I'm looking at the overall volume of conversions coming to my business if I increase my spend does my Revenue go up on a projectable basis greater than the volume of spend that I've added now maybe that doesn't happen on day one maybe it happens on day five or day 15 or day 30 but can I project what that looks like and ultimately that is far more important to me than the revenue that I get from any channel like the the row ads because um and spend is the only way that we can really do that because spend is really the…
Escúchalo en el minuto 6:11
Canales de adquisiciónUna estructura de cuenta publicitaria simple con pocas partes móviles permite concentrar el presupuesto para alimentar eficazmente el algoritmo de aprendizaje automático de la plataforma. La fragmentación en múltiples campañas o conjuntos diluye el presupuesto de aprendizaje por elemento, reduce la estabilidad y dificulta aislar variables para entender qué genera los resultados.
this is one reason that our account structure has to be very simple the more complicated your account structure the less valuable any insight could be the less in the less actionable any data the fewer moving Parts you have the easier it is to keep something working and to improve upon it a a simple machine will always outperform in the concept of reliability and Longevity the more complicated your ad account is the less stable it will be because not only is it more moving parts but if you look at each moving part as an employee in your business and Facebook's a machine learning algorithm…
Escúchalo en el minuto 30:24
El objetivo en compra de medios es la estabilidad de los unit economics, no picos aislados
Medición y experimentosLa función principal de la compra de medios no es maximizar puntualmente un resultado aislado, sino estructurar el sistema para conseguir unit economics estables y predecibles en la adquisición y monetización de atención.
and so that's the way I look at it is how do we best set up a structure that will most confidently Deliver Us stable unit economics on the acquisition and monetization of attention now those are yourself right and your job is not to get the best result your job is to get the most stable result
Escúchalo en el minuto 25:13
Medición y experimentosEn lugar de optimizar por métricas de atribución aislada como el ROAS de plataforma, el crecimiento sostenible se mide dividiendo el valor de vida del cliente (LTV) entre la suma del costo de adquisición (CPA combinado) y el costo de los bienes vendidos (COGS).
this is the metric that I this is the like golden ratio of growth that is the lifetime value of a customer Journey divided by the the sum of the CPA and cogs for what is the lifetime value of a customer how many purchases do they make and how much does it cost for me to fulfill and deliver those conversions and when you look at it like that all of a sudden you get rid of silly things like row as or ncpa or any of these other things because they don't matter what we're
Escúchalo en el minuto 10:20
Priorizar métricas globales de negocio frente al ROAS reportado por la plataforma publicitaria
Medición y experimentosLa toma de decisiones de marketing debe fundamentarse en métricas de rentabilidad global (LTV, costo de adquisición total, margen de beneficio y volumen) en vez de optimizar únicamente para maximizar el ROAS atribuido dentro de la plataforma de anuncios.
now I might give you a worse Facebook platform level result but if that amplifies the rest of your am I looking at the row as of each Channel then trying to decipher it or am I trying to say the average customer's worth X money they have X amount of transactions and each one cost me a certain amount of money to buy and a certain amount of money to supply and now all I'm doing is saying how do I get the highest volume of whatever my business objective is whether it's customer acquisition profit margin Revenue growth Top Line bottom line
Escúchalo en el minuto 43:50
Priorizar el beneficio neto total y el volumen de clientes sobre el margen porcentual
Oferta y precioEs más ventajoso operar con un margen porcentual más bajo a mayor escala (como un 10% sobre 1.000 € frente a un 50% sobre 100 €), ya que genera mayor ganancia neta absoluta y aporta más datos y base de clientes para monetizar en la retención.
is a bat is a lower profit margin result a bad thing you would you rather make would you rather get a 50 profit on a hundred Euro or a like 10 profit on a thousand Euro yeah like there's a volume game to be done here and if that 10 profited a thousand Euro also helped you get more data into the system so you got better at understanding how to get some of those customers to come back and really it's a 10 profit on a thousand you're improving the actual volume of customers to come back second
Escúchalo en el minuto 29:16
Medición y experimentosTener una frecuencia diaria superior a 1.1–1.3 junto con CPMs por encima del promedio del sector revela creatividades de baja calidad que la plataforma publicitaria solo distribuye a usuarios ya avanzados en el embudo. Intentar escalar presupuesto en estas condiciones encarece los costos promedio y deteriora los unit economics porque degrada la experiencia de usuario.
if you're not looking at how Facebook is using Those ads you can identify by going into frequency and cpms and all of that stuff relative to understand how Facebook is using this ad in the funnel and if your ads all have a daily frequency over 1.1 1.2 1.3 and your cpms are above the average for your industry what that's telling you is you have bad content that people don't want to see and the only good results you're getting are by Facebook showing that to people that are mid or bottom funnel in their own Journey and that's ultimately not a scalable thing because the more money you spend the…
Escúchalo en el minuto 33:01
Oferta y precioLa forma sostenible de escalar el presupuesto publicitario no es perseguir hacks de ROAS en la plataforma, sino mejorar los márgenes del viaje completo del cliente y el valor posterior a la compra; un mayor margen por cliente permite asumir un costo de adquisición más alto y desbloquear presupuestos superiores.
instead of trying to spend as much money how can I do a better job at earning the in a way that is stable and improves over time larger my margin is on the average customer Journey meaning the more money I can spend to acquire any customer meaning the higher my budgets can be that's how you scale a business and I'm able to improve the business after the click and after the purchase to improve my margin on the customer that ultimately allows me to spend more
Escúchalo en el minuto 36:03
Medición y experimentosPara decidir qué conceptos creativos probar, analiza el conjunto de anuncios de control (ganadores) e identifica qué pieza específica de ese mix conviene reemplazar o mejorar para generar el mayor impacto en el negocio.
and ultimately what type of ads that I want to run is based on looking at my control environment that Winner's ad set and identifying which part of that mix in that portfolio which player on the team do I want to try to improve um and that will be the most impactful way of moving the business forward
Escúchalo en el minuto 53:02
Por qué el ROAS por canal individual es una métrica defectuosa e inaccionable
Medición y experimentosCalcular el ROAS por canal divide un numerador no confiable (el ticket promedio de una venta atribuida que no se controla y que suele tener múltiples canales reclamando crédito) entre un denominador engañoso (el gasto puntual que ignora los costos acumulados en todos los puntos de contacto del recorrido del cliente).
aov isn't controllable and two it's the aob of that attributed sale channels that take credit for that sale does every channel get and that's an impossible problem to solve because the numerator the top number in that fraction is one that we can't then the lower half of that is the spend but you have no idea how much money you and what about all the other touch points on all the other channels like works together so you can't no spend and you can't control or trust the aov so in that way roaz is basically one number we can't know or trust divided by another number that we can't actually ever…
Escúchalo en el minuto 20:50
Los creativos con mayor gasto aparente suelen sostener el rendimiento del resto del embudo
Canales de adquisiciónLos anuncios a los que el algoritmo asigna la mayor parte del presupuesto suelen tener peores métricas directas o CPA más altos porque operan como prospección pura en la parte alta del embudo, creando la demanda inicial que luego convierte en canales de retargeting, email marketing o búsqueda orgánica.
and so the ad that has the most spent doesn't necessarily mean that it is providing you the lowest CPA but maybe and sometimes the ad that gets the most spend doesn't have the best results in complain about all the time is why do my bad ads get so much spend my business is doing great if my good ads can get spent I'd be doing better and the honest truth is maybe the reason your business is doing well is because you are bad ads are getting spent and that's what's driving the success of your good ads good ads with a great CPA that Facebook's using as a retargeting ad or your search or your…
Escúchalo en el minuto 8:38
Canales de adquisiciónSegmentar por audiencias de retargeting suele ser ineficiente porque la gran mayoría de quienes abandonaron el carrito nunca comprarán; pagar un sobreprecio por impactarlos infla artificialmente el ROAS en la plataforma pero genera un alto costo de oportunidad frente a captar nuevos clientes a un CPA rentable.
is I'm not using audiences like audiences on Facebook is an obsolete retargeting audience is primarily made up of people who are never going to buy your website let's say you are one of the greatest businesses in the world and 10 of those people buy that means ninety percent of the people that you're paying extra to talk to yeah ninety percent of on folks that have never going to buy that's really bad for business but it makes your Facebook look good because the opportunity cost of getting that one good row as transaction versus a high much higher volume of transactions that come in at a CPA…
Escúchalo en el minuto 16:51
El valor del media buyer reside en anticipar la estacionalidad y los cambios de mercado
Canales de adquisiciónEl verdadero valor de un media buyer no se mide por la carga de trabajo visible en periodos fáciles o con bajo costo de atención (como enero a marzo), sino en su capacidad de anticipar la estacionalidad del mercado y ajustar las campañas antes de que las fluctuaciones dañen los resultados del negocio.
like we saw why am I paying anybody to do anything in January February March and then April comes and now results are terrible but I mean they're not terrible they should be better than they were in July August and September but when you compare them to the best months of the year and the lowest price of attention that is January of February March they look objectively bad but if you don't have an expert at the helm that understands that that's happening and how to accommodate for it when you see a change in the environment and you're unable to respond to it I would say your job as a media…
Escúchalo en el minuto 55:46
El valor del media buyer radica en la simplificación y el enfoque estratégico, no en la microgestión diaria
Estrategia y decisiones de negocioEl objetivo al gestionar cuentas con machine learning es estructurarlas de forma tan simple y sólida que requieran mínimo mantenimiento operativo diario (menos de una hora a la semana), permitiendo al especialista concentrarse en detectar grandes oportunidades de negocio.
and the honest truth is your job is to keep the the operation so simple that it doesn't require a lot of attention and maintenance that takes a long time to get that that takes a long time or not time on the ad account but that takes a lot of dedication and expertise to get to definitely and when it becomes simple it's not about what's happening today your job once Facebook takes you an hour a week Max to manage is to understand where the biggest opportunities are
Escúchalo en el minuto 54:26
Visión ecosistémica de canales frente a la obsesión por la atribución individual
Canales de adquisiciónTratar de aislar y controlar qué canal trae clientes nuevos o recurrentes perjudica la escala del negocio; es más rentable entender el rol complementario de cada herramienta en el ecosistema, donde plataformas como Facebook generan demanda e intención y canales como Google Search capturan y monetizan esa demanda.
and the honest truth is I don't have to know what I have to do is say how what is each tool in my toolbox doing how do I take best advantage of what they do well I'm ultimately doing is saying I have a business that works now what I want to do is change how it works and expect that to be net positive it is your bank account doesn't care if that money is from somebody that's new that Facebook is an amplification in my business and is generating awareness and intent Google is monetizing event intent and awareness and both of them by the
Escúchalo en el minuto 13:23
Medición y experimentosEl ROAS a corto plazo depende directamente de dividir el ticket promedio (AOV) atribuido entre el gasto publicitario; al no poder controlar con certeza si un comprador gastará un monto mínimo o una suma elevada en una transacción individual, el ROAS se vuelve una métrica volátil e influida por el azar.
off row as itself is the aov of an attributed sale divided by the spend that we're aov is not controllable like you might but you have no idea if somebody's going to come in and drop 20 Euro or 2 000 like you have no control over that yeah
Escúchalo en el minuto 19:31
Canales de adquisiciónAumentar el gasto en anuncios de Facebook no siempre eleva el CPA; cuando la plataforma se utiliza correctamente, un mayor volumen de gasto inyecta más datos en el sistema y permite que el algoritmo optimice mejor, reduciendo potencialmente el costo por adquisición.
it will not always happen that when you increase spend the CPA goes up I've actually seen it when you use Facebook properly your CPA goes down when you spend more because you're getting more data into the machine so it's getting smarter
Escúchalo en el minuto 28:49
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.