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Ad Account Structure, KPIs and more
25 ideas de marketing sacadas de «Ad Account Structure, KPIs and more», de Professor Charley T. Sobre todo de medición y experimentos y canales de…
- 25 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 02 min
- Publicada en 2023
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Estructura de cuenta consolidada en Meta Ads para escalar con machine learning
Canales de adquisiciónPara maximizar el aprendizaje algorítmico y escalar de forma estable en Meta Ads, utiliza una estructura consolidada en una sola campaña CBO con segmentación broad: un conjunto de anuncios principal con los Post IDs ganadores de un producto héroe y uno o dos conjuntos de testeo creativo dinámico (método 3:2:2) para introducir nuevos ángulos.
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 money in this environment quite literally anything more complicated than this is going to…
Escúchalo en el minuto 38:34
Canales de adquisiciónEn la publicidad de pago en redes sociales se compra atención y no resultados directamente. Por ello, la segmentación ya no debe concebirse a nivel de configuración de públicos, sino a través del propio concepto creativo y diseño del anuncio, el cual debe atraer específicamente el tipo de atención adecuado para el negocio.
Concepts work because you have to 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 52:29
El test creativo busca ampliar la eficiencia del sistema, no solo hallar un anuncio ganador
Medición y experimentosEl propósito principal del testing creativo en publicidad pagada no es encontrar un único anuncio ganador para moverlo de sitio, sino mejorar la cartera de activos y opciones de inversión para el algoritmo, incrementando el volumen y mejorando el CPA combinado (blended CPA) de todo el negocio.
I think there's this dramatic I and I 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 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 making machine with having this as an option in my environment
Escúchalo en el minuto 45:54
Medición y experimentosUna frecuencia diaria superior a 1.1-1.3 combinada con CPMs por encima del promedio del sector indica que el contenido genera una mala experiencia de usuario y que Meta solo logra conversiones mostrándolo a audiencias de embudo medio o bajo; escalar el presupuesto en este tipo de anuncios disparará los costos de adquisición al penalizar la plataforma la baja retención de los usuarios.
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 more Facebook users you present with bad experiences ultimately means that you're going to see your average cost of advertising go up because you're creating harm for Facebook's business…
Escúchalo en el minuto 33:18
Evaluar Facebook Ads mediante CPA objetivo y gasto en lugar de ROAS, CTR o CPC
Medición y experimentosPara medir la rentabilidad y tomar decisiones de escalado en Facebook Ads, los KPIs clave son el gasto total y el CPA (coste por adquisición), no el ROAS, CTR o CPC. Al definir un CPA objetivo alineado con la economía global del negocio (blended CPA), se puede determinar cuándo incrementar la inversión publicitaria, asumiendo que los errores de atribución de la plataforma son relativamente constantes en el tiempo.
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 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 roughly the same amount all the time so we…
Escúchalo en el minuto 3:02
Medición y experimentosEn lugar de optimizar por ROAS aislado por plataforma, la gestión publicitaria debe centrarse en el gasto (spend) como palanca principal de control. La decisión estratégica consiste en evaluar si aumentar el presupuesto publicitario proyecta un incremento neto en los ingresos globales del negocio superior al costo añadido, en lugar de guiarse por métricas que escapan al control directo del anunciante.
if I increase my spend does my Revenue go up on a projectable basis greater than the volume of spend 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 metrics that I can measure and control if I can't control an action I'm not going to measure and try to improve it
Escúchalo en el minuto 6:56
Mantener una estructura de cuenta publicitaria simple para maximizar estabilidad y aprendizaje algorítmico
Canales de adquisiciónUna estructura de cuenta publicitaria con la menor cantidad posible de partes móviles permite concentrar el presupuesto para entrenar eficazmente el algoritmo de machine learning, genera datos e insights accionables y facilita el diagnóstico de fallos frente a cuentas sobrefragmentadas.
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 simple machine will always outperform in the more complicated your ad account is the less stable it will be because not Facebook's a machine learning algorithm that means that you're spending less money to teach it so you have a far more complicated machine that you can have far less trust in that is far more unstable that when something goes wrong you also have a far more…
Escúchalo en el minuto 30:24
Priorizar la adquisición de clientes nuevos sobre el ROAS de plataforma para sostener el flujo de caja futuro
Medición y experimentosOptimizar la pauta publicitaria exclusivamente para maximizar el ROAS reportado por la plataforma puede estrangular el embudo. Aunque escalar la captación de clientes nuevos reduzca la eficiencia aparente a corto plazo, asegura la adquisición de volumen e ingresos futuros en lugar de solo canibalizar ventas recurrentes.
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
Evaluar la rentabilidad publicitaria mediante el ratio LTV frente a CPA y COGS en lugar de ROAS
Medición y experimentosLa publicidad pagada consiste en comprar flujo de caja futuro y atención monetizable. En lugar de optimizar por métricas aisladas de atribución como ROAS o nCPA, la viabilidad financiera real se mide dividiendo el valor de vida del cliente (LTV) entre la suma del costo de adquisición (CPA) y el costo de los productos 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 ultimately what we're doing with ads is we are buying future cash flow at a profit to make 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 get rid of silly things like row as or ncpa or any of these other things because they don't matter what we're real business metrics instead of how much credit for everybody else's work…
Escúchalo en el minuto 10:20
Medición y experimentosAceptar un margen porcentual menor al escalar presupuesto (por ejemplo, un 10% sobre 1.000 € frente a un 50% sobre 100 €) es rentable porque maximiza el beneficio absoluto en dinero, inyecta más datos al sistema y construye una base mayor 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 you're improving the actual volume of customers to come back second
Escúchalo en el minuto 29:16
Cuándo finalizar un test creativo: ley de retornos decrecientes y resolución de nuevos problemas
Medición y experimentosLos tests creativos deben dejarse correr mientras sigan aportando eficiencia y volumen al negocio (incluso semanas o meses); solo deben finalizarse cuando se llega a la ley de retornos decrecientes, momento en el cual conviene reasignar esfuerzos a resolver el siguiente cuello de botella específico del embudo.
so with that being said I've Had Creative tests that have run for weeks and the reason I end them is that ultimately I've had a law of diminishing returns of how much more efficient I can and at that point I've decided the best thing for my business is to try to solve another problem inside of my control environment by identifying another issue is what my control ad set that's targeting broad does it have too many retargeting ads as one of my mid funnel ads gotten worse and is my prospecting too high funnel like what so that we can directly try to address that problem
Escúchalo en el minuto 47:46
Medición y experimentosEl rendimiento publicitario debe medirse por su contribución a los objetivos globales de la empresa (volumen de clientes, margen y crecimiento financiero) y no por métricas aisladas de la plataforma publicitaria como el ROAS individual de cada canal.
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 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 so you can spend your time working on the business instead of in the business
Escúchalo en el minuto 43:50
Canales de adquisiciónEn lugar de fragmentar presupuestos en campañas separadas de prueba y escalado, conviene operar con un entorno controlado de pocas variables y permitir que el algoritmo de Meta optimice la distribución según la experiencia del usuario y los objetivos comerciales.
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 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
Gestionar los canales de marketing como una línea de producción en lugar de competir por atribución
Medición y experimentosEn lugar de intentar asignar el mérito de una venta a un único canal o anuncio, evalúa cada canal como un eslabón de una línea de ensamblaje dentro del ecosistema, buscando un resultado combinado y estable que permita proyectar flujo de caja e inventario.
so the concept of saying what gets 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 ecosystem that exists around our and that's a far more impactful question spend should go to each Channel what do 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 stable result…
Escúchalo en el minuto 23:28
Priorizar la estabilidad de los unit economics sobre picos puntuales de rendimiento
Medición y experimentosEl objetivo principal en la compra de medios debe ser estructurar un sistema que genere unit economics estables y predecibles para la adquisición y monetización de atención, en lugar de perseguir resultados atípicos pero volátiles.
and so that's the way I look at it is as uh business development person as a 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 the questions that you should be asking 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
Canales de adquisiciónLa escala sostenible en paid media no se logra forzando el ROAS con estructuras hipersegmentadas (retargeting, cost caps o lookalikes), sino mejorando el margen y la monetización poscompra para poder pagar un costo de adquisición mayor y elevar los presupuestos publicitarios.
complicated ad accounts most the people that preach retargeting and cost caps and look-alikes and Advantage Plus and selling a bunch of things are also the ones saying that advertising has got 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 and I'm able to improve the business…
Escúchalo en el minuto 35:09
Canales de adquisiciónLa escala sostenible en paid media no se logra forzando el ROAS con estructuras hipersegmentadas (retargeting, cost caps o lookalikes), sino mejorando el margen y la monetización poscompra para poder pagar un costo de adquisición mayor y elevar los presupuestos publicitarios.
complicated ad accounts most the people that preach retargeting and cost caps and look-alikes and Advantage Plus and selling a bunch of things are also the ones saying that advertising has got 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 and I'm able to improve the business…
Escúchalo en el minuto 35:09
El rol de los anuncios con métricas directas débiles que absorben la mayor parte del presupuesto
Canales de adquisiciónCuando el algoritmo publicitario asigna la mayor parte del presupuesto a un anuncio que parece tener un CPA inferior o peores métricas directas, suele ser porque ese creativo genera el volumen de prospección inicial necesario para alimentar a los canales de apoyo (email, búsqueda, retargeting u otros anuncios de conversión eficiente).
and so the ad that has the most spent doesn't necessarily mean that it is providing you the lowest CPA but maybe the law the highest aov maybe the the and sometimes the ad that gets the most spend doesn't have the best results in bad ads get so much spend my business is doing great if my good ads can get spent is maybe the reason your business is 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 8:38
Canales de adquisiciónTratar de aislar y controlar rígidamente si cada canal genera clientes nuevos o recurrentes perjudica el crecimiento global. Canales como Facebook funcionan amplificando el negocio y generando notoriedad e intención de compra, mientras que canales de búsqueda como Google monetizan y capturan dicha 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 and then 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 13:23
El valor del media buyer radica en anticipar la estacionalidad y los cambios de mercado
Canales de adquisiciónEl verdadero valor de un gestor de medios pagados no se aprecia en los meses donde la atención es barata y los resultados parecen fáciles (como el primer trimestre), sino en su capacidad de anticipar la estacionalidad y ajustar la estrategia proactivamente para que el dueño del negocio no sufra las variaciones del mercado.
like we saw why am I paying anybody to do anything in January February March and then April comes and now results are compare them to the best months of the year and the lowest price of attention that is January of February March they 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 respond to Market changes you're already ahead of that you already know what's going to happen you've already accommodated for the things that you know are going to occur your contribution is going to be far above…
Escúchalo en el minuto 55:46
Canales de adquisiciónSegmentar anuncios exclusivamente para retargeting a carritos abandonados o visitantes web genera una falsa sensación de éxito por su alto ROAS; en la práctica, alrededor del 90% de esas listas nunca comprará, lo que implica pagar sobreprecios por impactar a no compradores en vez de destinar el presupuesto a adquirir nueva atención.
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 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 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 you can make money could destroy your business
Escúchalo en el minuto 16:51
Medición y experimentosEl ROAS de anuncios específicos no genera insights accionables porque divide un numerador incontrolable y mal atribuido (el ticket promedio y la venta asignada) entre un denominador inexacto (el gasto real acumulado en todos los puntos de contacto de ese cliente).
aov isn't controllable and two it's the tracking is not 100 percent channels that take credit for that sale the numerator the top number in that fraction is one that we can't control and one that we cannot take actionable Insight from so that's pretty then the lower half of that is the spend but you have no idea how much money you spent on that customer 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 know and that makes for really bad data…
Escúchalo en el minuto 20:50
Medición y experimentosEl ROAS depende matemáticamente del valor del ticket promedio (AOV) dividido por el gasto en una ventana de tiempo concreta. Debido a que un anunciante no controla si un usuario puntual gastará 20 o 2.000 unidades monetarias, las fluctuaciones de ROAS a corto plazo están sujetas en gran medida al 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 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
Canales de adquisiciónIncrementar la inversión publicitaria no necesariamente eleva el costo por adquisición (CPA); cuando la cuenta está bien estructurada, un mayor volumen de gasto inyecta más datos al algoritmo, lo que optimiza la entrega y puede abaratar el CPA.
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
Canales de adquisiciónIncrementar la inversión publicitaria no necesariamente eleva el costo por adquisición (CPA); cuando la cuenta está bien estructurada, un mayor volumen de gasto inyecta más datos al algoritmo, lo que optimiza la entrega y puede abaratar el CPA.
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
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