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Ad Account Structure, KPIs and more
27 ideas de marketing sacadas de «Ad Account Structure, KPIs and more», de Professor Charley T. Sobre todo de canales de adquisición y medición y…
- 27 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 02 min
- Publicada en 2023
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Estructura simplificada de cuenta en Meta Ads con CBO y pruebas dinámicas 3:2:2
Canales de adquisiciónPara maximizar el aprendizaje algorítmico y escalar de manera estable, estructura la cuenta en una única campaña CBO a público abierto (Broad): un conjunto de anuncios principal con los post IDs ganadores enfocado en un producto estrella y uno o dos conjuntos de anuncios de prueba creativa dinámica (método 3:2:2) para mitigar debilidades del conjunto ganador.
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 my audience is never fatigued literally anything more…
Escúchalo en el minuto 38:34
El anuncio es la nueva segmentación: diseñar creativos para captar el tipo correcto de atención
Canales de adquisiciónEn publicidad digital no se compran resultados directamente, sino atención. La segmentación técnica por audiencias debe trasladarse al diseño del anuncio: los conceptos creativos y ángulos psicológicos deben construirse para atraer y filtrar a la audiencia adecuada.
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 experimentosPara evaluar la rentabilidad y escala real del negocio superando las métricas de vanidad de las plataformas publicitarias (como el ROAS), se debe medir el valor de vida del cliente (LTV) dividido entre la suma del costo de adquisición (CPA) 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 that customer so how many times does somebody buy what does it cost to produce those products what's the cost to make a sale and a lot of people will 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
El propósito del test de creatividades es optimizar la eficiencia global, no solo hallar un anuncio ganador
Canales de adquisiciónUn test de creatividades no debe concebirse únicamente para descubrir un anuncio ganador aislado, sino para ampliar las opciones de inversión que el algoritmo de la plataforma publicitaria tiene a su disposición, mejorando la experiencia del usuario y el CPA global combinado (Blended CPA) del negocio.
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 better experience and when that improves your Market efficiencies 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
Escúchalo en el minuto 46:03
Mantener una estructura publicitaria simple para mejorar la estabilidad y el aprendizaje algorítmico
Canales de adquisiciónUna estructura de cuenta de anuncios con pocas partes móviles permite que el algoritmo de aprendizaje automático reciba suficiente presupuesto y datos en cada elemento, haciendo que el rendimiento sea más predecible, estable y fácil de diagnosticar en comparación con estructuras complejas llenas de variables.
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 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 an employee in your business and Facebook's a machine learning algorithm that means that you're spending less money to teach it piece so not only are they less stable but they're…
Escúchalo en el minuto 30:24
Evaluar el presupuesto publicitario por su impacto en la facturación total y no por el ROAS de plataforma
Medición y experimentosEn un entorno omnicanal, la inversión en anuncios debe gestionarse midiendo si aumentar el gasto publicitario eleva los ingresos totales del negocio a lo largo del tiempo (en 1, 15 o 30 días) por encima de la inversión adicional, en lugar de optimizar únicamente según el ROAS reportado por la plataforma publicitaria.
if I'm looking at the overall volume of conversions coming to my business and what my spend is let's say I'm 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 only thing that we can control yeah
Escúchalo en el minuto 6:37
Medición y experimentosPara medir la efectividad real en Facebook Ads se debe evaluar el volumen de gasto (spend) y el costo por adquisición (CPA) frente a un CPA objetivo del negocio, en lugar de optimizar por ROAS, CPC o CTR. Aunque la atribución dentro del panel de la plataforma tenga margen de error, el desvío suele ser constante, lo que permite fijar metas relativas y escalar la inversión cuando el CPA combinado se mantiene por…
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 what we're ultimately doing with Facebook ads is amplifying our business relative CPA can be for Facebook across our entire business and a blended if it's wrong it's wrong by roughly the same amount all the time so we can come up with a Target CPA for the platform that meets our business…
Escúchalo en el minuto 3:02
Medición y experimentosAl escalar, es preferible aceptar un menor porcentaje de margen sobre un volumen mucho mayor (por ejemplo, un 10% sobre 1.000€ en lugar de un 50% sobre 100€), ya que incrementa el beneficio absoluto, alimenta el sistema con datos y amplía la base de clientes para generar recompra.
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
Escúchalo en el minuto 29:20
Priorizar el volumen de clientes nuevos sobre el ROAS inmediato para sostener el flujo de caja futuro
Canales de adquisiciónOptimizar la pauta publicitaria únicamente persiguiendo el ROAS más alto puede ahogar el negocio al concentrar la inversión en audiencias existentes; es preferible aceptar una menor eficiencia aparente a corto plazo si se consigue un mayor volumen de clientes nuevos, asegurando ingresos futuros.
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
Escúchalo en el minuto 15:56
Medición y experimentosLa rentabilidad de la pauta pagada debe juzgarse por métricas financieras globales (costo de adquisición, margen de beneficio, volumen de transacciones y valor de vida del cliente) en lugar del ROAS aparente dentro del administrador de anuncios.
now I might give you a worse Facebook platform level result but if that amplifies the rest of your business who cares do I want a three act 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
Medición y experimentosLa rentabilidad de la pauta pagada debe juzgarse por métricas financieras globales (costo de adquisición, margen de beneficio, volumen de transacciones y valor de vida del cliente) en lugar del ROAS aparente dentro del administrador de anuncios.
now I might give you a worse Facebook platform level result but if that amplifies the rest of your business who cares do I want a three act 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
Medición y experimentosLa rentabilidad de la pauta pagada debe juzgarse por métricas financieras globales (costo de adquisición, margen de beneficio, volumen de transacciones y valor de vida del cliente) en lugar del ROAS aparente dentro del administrador de anuncios.
now I might give you a worse Facebook platform level result but if that amplifies the rest of your business who cares do I want a three act 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
Frecuencia diaria y CPM elevados como síntoma de creatividades no escalables
Medición y experimentosSi los anuncios registran una frecuencia diaria superior a 1.1–1.3 y CPMs por encima del promedio del sector, indica que el contenido no atrae al público general y que Facebook solo logra conversiones mostrándolo a usuarios en el fondo del embudo, lo que encarece los costos e impide escalar el presupuesto con éxito.
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 means that…
Escúchalo en el minuto 33:01
El valor del media buyer radica en anticipar y absorber la estacionalidad del mercado
Canales de adquisiciónEl rol estratégico de un comprador de medios no consiste en hacer cambios constantes durante periodos con costes de atención bajos (como el primer trimestre), sino en anticipar proactivamente los cambios estacionales y caídas del entorno para que el negocio mantenga resultados predecibles sin intervención operativa del propietario.
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 the business owner never needs to respond to Market changes you're already ahead of that you already know…
Escúchalo en el minuto 55:46
Confiar en el aprendizaje automático de Meta mediante estructuras de cuenta consolidadas
Canales de adquisiciónEstructurar las cuentas publicitarias en entornos simplificados con pocas variables y evitar la separación artificial entre campañas de prueba y de escalado permite que el algoritmo de Meta optimice la distribución del presupuesto basándose en el valor de la experiencia del usuario.
so the reason that structure works is because we have a control environment with one or two variables and we're letting Facebook use Merit of the customer experience basically and if we go in there with an agenda where we're trying to force 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
Canales de adquisiciónLas audiencias de retargeting están compuestas mayoritariamente por usuarios que nunca van a comprar (hasta el 90% de quienes visitan o abandonan carrito). Pagar costes extra para impactarlos infla el ROAS en plataforma pero destruye valor por el costo de oportunidad de no adquirir clientes nuevos a un CPA rentable.
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 businesses funnel is spent on folks that have never going to buy that's really bad for business but it makes your Facebook look good because the roads of that ad or that ad set 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 that…
Escúchalo en el minuto 17:02
Evaluar los canales como una línea de ensamblaje cooperativa en lugar de buscar culpables de la venta
Medición y experimentosEn lugar de intentar asignar el crédito individual de una compra al último clic o anuncio, se debe evaluar la mezcla completa de canales como trabajadores en una línea de producción, midiendo si el ecosistema conjunto entrega resultados estables y previsibilidad financiera.
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 we need to do with each Channel which is a blended CPA be on each Channel beta 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 Channel get to get there it's not which one gets credit for the sale it's what most effectively allows us to deliver a…
Escúchalo en el minuto 23:28
El objetivo del media buyer es la estabilidad de los unit economics, no los picos de rendimiento
Canales de adquisiciónEl rol principal al gestionar inversión publicitaria no consiste en cazar el mejor resultado puntual, sino en estructurar el sistema para obtener 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
Finalizar los tests creativos por rendimientos decrecientes y no por plazos fijos
Medición y experimentosLos tests creativos pueden mantenerse en ejecución durante semanas o meses mientras aporten eficiencia. Deben finalizarse únicamente cuando alcancen la ley de rendimientos decrecientes, momento en el que conviene aislar e intervenir el siguiente cuello de botella del sistema publicitario.
so with that being said I've Had Creative tests that have run for weeks or months and the reason I end them is that ultimately I've had a law of diminishing returns of how much more efficient I can get and at that point I've decided the best thing for my business is to try to solve another problem inside of my control and if we think of it like that then all we're doing is isolating individual variables within a control environment and investing and improving those things
Escúchalo en el minuto 47:46
Medición y experimentosEn lugar de intentar forzar picos de ROAS a corto plazo mediante estructuras complejas, el escalado publicitario sostenible se logra mejorando el valor y margen del cliente después del clic y de la compra, lo que permite pagar más para adquirir a cada usuario y elevar el presupuesto publicitario sin que el negocio colapse.
instead of trying to spend as much money on Facebook to get the best row as you how can I do a better job at earning the right type of attention in a way that is stable and improves over time so that if I do nothing Facebook just gets better and the better it gets the 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 after the click and after the purchase to improve my margin on the customer that ultimately allows me to spend more money in this environment quite
Escúchalo en el minuto 36:03
El valor del media buyer radica en la simplificación estratégica y no en la manipulación constante de campañas
Canales de adquisiciónEl objetivo de un especialista en anuncios no es realizar cambios operativos constantes para justificar su trabajo, sino estructurar el sistema publicitario para que sea tan simple y robusto que requiera mínimo mantenimiento (menos de una hora semanal), liberando tiempo para detectar las mayores oportunidades de crecimiento del 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 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
Aumentar el presupuesto en Meta Ads puede reducir el CPA gracias al volumen de datos
Canales de adquisiciónIncrementar el gasto publicitario en Meta no necesariamente degrada los resultados; cuando el algoritmo se utiliza correctamente, un mayor presupuesto inyecta más datos de conversión en la máquina, haciéndola más inteligente y permitiendo que el CPA disminuya.
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
Los anuncios con métricas directas más bajas suelen impulsar el rendimiento de otros canales
Canales de adquisiciónLos anuncios a los que el algoritmo asigna más presupuesto a pesar de mostrar un CPA o ROAS directo peor que otros creativos no deben apagarse automáticamente; suelen ser los responsables de captar nueva atención y generar la demanda que luego convierten el email, la búsqueda orgánica o los anuncios de retargeting.
and sometimes the ad that gets the most spend doesn't have the best results in fact one of the things I hear people 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 email or your organic traffic and CRM
Escúchalo en el minuto 9:25
Sinergia de canales: generación de demanda en redes vs. captura en buscadores
Canales de adquisiciónIntentar forzar una atribución aislada y perfecta entre canales es contraproducente; la publicidad pagada en redes sociales (como Facebook) funciona como amplificador generando notoriedad e intención, mientras que los motores de búsqueda (como Google) se encargan de capturar y monetizar esa intención generada.
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 it is your bank account doesn't care if that money is from somebody that's new or returning yeah and if you understand 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 13:27
Medición y experimentosEl ROAS a nivel de anuncio individual o canal es poco accionable y engañoso porque divide un ingreso atribuido que no podemos controlar ni rastrear con precisión entre un costo que ignora la multitud de puntos de contacto previos en el viaje del cliente.
happens all the time so my point is one aov isn't controllable and two it's the aob of that attributed sale so we know that we're not necessarily getting attribution for every sale the tracking is not 100 percent and we also know that they might have three we might have three or four channels that take credit for that sale so then it's like well how much credit does every channel get and that's an impossible problem to solve because every customer journey is unique and then the lower half of that is the spend but you have no idea how much money you spent on that customer and what about all…
Escúchalo en el minuto 20:48
Canales de adquisiciónEn pruebas de segmentación abierta (Broad Targeting) y Advanced Matching para New Balance, se constató que dos tercios (66%) del presupuesto publicitario invertido en Meta se destinaban a primeras impresiones (Top of Funnel).
you know like when I was running New Balance we found that at the beginning of broad targeting when we're doing the case studies development Advanced matching which is the brain behind Broad two-thirds of the money we spent that were a first impression so top of funnel for our customers
Escúchalo en el minuto 14:46
Medición y experimentosEl ROAS en ventanas temporales cortas es matemáticamente el valor medio de pedido (AOV) atribuido dividido por el gasto, pero el monto específico que un comprador decide gastar en un pedido individual no es controlable por el anunciante, lo que introduce un alto componente de azar en la métrica.
off row as itself is the aov of an attributed sale divided by the spend that we're attributing to that ad or that ad set or aov is not controllable like you might be able to influence what people spend 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
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