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Ad Account Structure, KPIs and more
28 ideas de marketing sacadas de «Ad Account Structure, KPIs and more», de Professor Charley T. Sobre todo de medición y experimentos, canales de…
- 28 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 (1 CBO + Broad + DCT 3:2:2)
Canales de adquisiciónPara maximizar el aprendizaje automático y escalar sin fatiga de anuncios, la estructura óptima en Meta Ads consiste en una única campaña CBO con segmentación broad: un conjunto de anuncios principal con los IDs de creativos ganadores enfocado en un producto héroe, acompañado de uno o dos conjuntos de test dinámico (DCT mediante el método 3:2:2) diseñados para resolver debilidades 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 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 and I'm in this environment quite literally…
Escúchalo en el minuto 38:32
Optimización del ecosistema publicitario frente a la búsqueda de atribución individual
Medición y experimentosEn lugar de intentar asignar el crédito individual de una venta a un anuncio o canal específico, se debe gestionar la mezcla de canales como un sistema integrado que produce estabilidad, flujo de caja y resultados agregados combinados (blended CPA).
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 the 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 so that we can understand future cash
Escúchalo en el minuto 23:32
Medición y experimentosPara evaluar la rentabilidad del negocio publicitario por encima de métricas de plataforma como el ROAS o el NCPA, se debe calcular el valor de vida del cliente (LTV) dividido entre la suma del costo de adquisición combinado (Blended 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 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
Escúchalo en el minuto 10:18
Medición y experimentosEn lugar de basar las decisiones de inversión en el ROAS atribuido dentro de cada plataforma publicitaria, se debe evaluar si los incrementos en el gasto publicitario total generan un aumento proyectable y superior en la facturación global del negocio en un entorno multicanal.
thing but what helps us understand spend 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 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
Escúchalo en el minuto 6:06
Mantener una estructura de cuenta publicitaria simple para maximizar estabilidad y aprendizaje algorítmico
Canales de adquisiciónUna estructura de cuenta publicitaria simplificada y con pocas piezas móviles permite que los algoritmos de machine learning concentren el presupuesto y los datos necesarios para aprender eficazmente, facilitando el diagnóstico de problemas y evitando la inestabilidad que provocan las estructuras complejas con demasiadas 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 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 30:22
Canales de adquisiciónTener una frecuencia diaria superior a 1.1–1.3 combinada con CPMs por encima del promedio del sector indica que el anuncio ofrece una mala experiencia de usuario y que el algoritmo solo lo muestra a personas en etapas medias o finales del embudo, lo que encarecerá progresivamente los costes publicitarios al intentar escalar presupuesto.
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 your 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…
Escúchalo en el minuto 32:59
Medición y experimentosAl evaluar campañas en Facebook Ads, el costo por adquisición (CPA) y el nivel de gasto son los indicadores esenciales del impacto en el negocio. Métricas como el ROAS de la plataforma, el CTR o el CPC pueden resultar engañosas y no reflejar necesariamente el crecimiento ni la rentabilidad real.
to come down to one kpi but I would definitely say CPA matters the most and spend and what I'm looking at is I don't care about row as because that's not a real number important like CPC doesn't matter on Facebook CTR doesn't matter on Facebook um a good CTR isn't necessarily a good thing at all and a good row as might be the reason your business is failing reason I look at C PA is because with Facebook ads is amplifying our business model and if we can understand
Escúchalo en el minuto 2:58
Priorizar el volumen de beneficio absoluto y la base de clientes sobre el margen porcentual
Oferta y precioAceptar una reducción en el margen porcentual de beneficio al escalar inversión (por ejemplo, un 10% sobre 1.000 € frente a un 50% sobre 100 €) resulta superior si genera más beneficio neto total y adquiere una base más amplia de clientes para capitalizar recompras posteriores.
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 some of those customers to come back and you're improving the actual volume of customers to come back second and third time
Escúchalo en el minuto 29:22
El anuncio creativo actúa como el mecanismo principal de segmentación
Mensaje y copywritingEn la publicidad en Meta, lo que se compra es atención y no resultados directos; por lo tanto, el concepto y el diseño del anuncio deben planificarse como la herramienta que filtra y atrae a la audiencia correcta, sustituyendo la segmentación técnica tradicional.
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 52:27
Canales de adquisiciónPara aprovechar el aprendizaje automático de Meta, se debe operar con una estructura de cuenta simple y un entorno controlado de mínimas variables, evitando fragmentar el presupuesto en campañas separadas de testeo y escalado.
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 and if we go in there with an agenda where we're trying to force what we want to happen 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 not actually leveraging the scientific method and to be fair the scientific method I think we can all agree is and Facebook's machine learning and when you start to use Advanced when…
Escúchalo en el minuto 41:08
Medición y experimentosEl ROAS por canal o anuncio es poco confiable para la toma de decisiones porque divide un valor de compra difícil de atribuir e incontrolable entre un costo que ignora la totalidad de impactos publicitarios previos que recibió el cliente.
the numerator the top number in that fraction is one that we can't control then the lower half of that is the spend but you have no idea how much money you 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 there's no actionable
Escúchalo en el minuto 21:19
Sinergia de canales: Meta genera la demanda y Google Search la monetiza
Canales de adquisiciónLos canales de pago operan de forma interdependiente: plataformas de descubrimiento y amplificación como Facebook generan atención, conciencia e intención en la audiencia, mientras que canales como Google Search se encargan principalmente de monetizar esa intención previamente construida.
they rely on the attention that you've bought from some other AD and sometimes you are bad ads to get all the budget are the reason that you're more efficient marketing channels have so much opportunities and if you understand that Facebook is an amplification in my business and it's generating awareness and intent Google is monetizing event intent and awareness
Escúchalo en el minuto 10:04
Medición y experimentosLas pruebas creativas no deben gestionarse únicamente para identificar y trasladar un anuncio ganador individual, sino para ampliar las oportunidades de entrega algorítmica de la plataforma y mejorar el CPA combinado (Blended CPA). El test debe mantenerse activo durante semanas o meses mientras siga incrementando la eficiencia y capacidad de gasto, y solo concluirse cuando se entra en rendimientos decrecientes para…
just wrong thinking that a creative test exists to give you a winning ad yeah 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 and the reason I end them is that ultimately I've hit a law of diminishing returns of how much more efficient I can get then all we're doing is isolating variables within a…
Escúchalo en el minuto 46:01
Medición y experimentosPara tomar decisiones de escalado pese a las discrepancias de atribución, se debe establecer un CPA objetivo dentro de la plataforma que responda a la rentabilidad del negocio; mientras el rendimiento se mantenga por debajo de ese objetivo y el CPA combinado (blended) sea favorable, existe margen para seguir incrementando el presupuesto.
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 result and ultimately what that looks 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 objectives and as long as we're doing better than that Blended CPA and we are below our Target we can make decision to invest more in our growth because we have inefficiency at scale that we…
Escúchalo en el minuto 3:48
Evaluar el escalado publicitario por captación de clientes nuevos y no solo por ROAS
Medición y experimentosOptimizar el gasto publicitario buscando únicamente maximizar el ROAS de plataforma puede asfixiar el negocio al priorizar a compradores existentes; es preferible tolerar una menor eficiencia inmediata si se incrementa el volumen de clientes nuevos que aportarán ingresos futuros.
but when I look at spend I can say hey when I'm ramping up my Google ads what percentage of My overall conversions are repeat customers versus 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 row as is getting better and…
Escúchalo en el minuto 15:42
Priorizar la economía global del negocio sobre el ROAS de la plataforma
Medición y experimentosLas decisiones de inversión publicitaria deben guiarse por el impacto en los números globales del negocio (LTV, margen, costo de entrega y volumen de clientes adquiridos) en lugar de buscar maximizar el ROAS aislado reportado por la plataforma publicitaria.
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 again do I want the 50 return on 100 euro or ten percent on a thousand 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…
Escúchalo en el minuto 43:48
Medición y experimentosEl objetivo principal al estructurar la adquisición pagada no debe ser maximizar un resultado óptimo puntual, sino construir una estructura predecible que entregue unit economics estables en la compra y monetización de atención.
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 results
Escúchalo en el minuto 25:21
Medición y experimentosEl objetivo principal al estructurar la adquisición pagada no debe ser maximizar un resultado óptimo puntual, sino construir una estructura predecible que entregue unit economics estables en la compra y monetización de atención.
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 results
Escúchalo en el minuto 25:21
Canales de adquisiciónLos anuncios a los que el algoritmo asigna más presupuesto suelen mostrar un CPA directo peor, pero esto se debe a que están generando demanda incremental y volumen inicial que luego convierten el email, el tráfico orgánico, la búsqueda 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 the good ads are not sustainable because
Escúchalo en el minuto 9:23
Medición y experimentosCuando no se puede rastrear con exactitud el costo de compras recurrentes, el costo de adquisición global por cliente se puede estimar multiplicando el número promedio de transacciones por el Blended CPA general del negocio.
if I know the average customer buys 2.1 times and my Blended CPA as a business is 40 Euro well then I know on average My overall CPA for that customer is 84. because it's 2.1 times my Blended CPA come back and buy again but I know the average volume of transactions per customer and you know how much the average transaction costs me and
Escúchalo en el minuto 10:46
Medición y experimentosEn lugar de forzar microsegmentaciones o perseguir un ROAS artificial a corto plazo, la escala publicitaria sostenible se logra mejorando la experiencia y el margen a lo largo de todo el viaje del cliente (post-clic y recompra); esto incrementa el presupuesto admisible para adquirir cada cliente y permite al algoritmo de pauta estabilizarse y mejorar con el tiempo.
instead of trying to spend as much money 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 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 money
Escúchalo en el minuto 36:01
Medición y experimentosEn lugar de forzar microsegmentaciones o perseguir un ROAS artificial a corto plazo, la escala publicitaria sostenible se logra mejorando la experiencia y el margen a lo largo de todo el viaje del cliente (post-clic y recompra); esto incrementa el presupuesto admisible para adquirir cada cliente y permite al algoritmo de pauta estabilizarse y mejorar con el tiempo.
instead of trying to spend as much money 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 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 money
Escúchalo en el minuto 36:01
Canales de adquisiciónConcentrar presupuesto en retargeting estrecho muestra un ROAS elevado pero engañoso: la gran mayoría de esa audiencia jamás convertirá, consumiendo presupuesto que podría usarse para generar demanda nueva con 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 gonna buy of all the people that have abandoned Carr of all the people that have visited 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 that money that you are not using to to Garner the attention of people who on folks that have never going to buy that's really bad for business but it makes your Facebook…
Escúchalo en el minuto 16:49
El valor del media buyer radica en anticipar la estacionalidad y los cambios del mercado
Canales de adquisiciónEl rol principal de un media buyer o gestor de tráfico no es la microgestión diaria en periodos fáciles, sino anticipar y mitigar las fluctuaciones dinámicas del mercado (como la variación estacional en los costes de atención entre el primer trimestre y el resto del año), asegurando que el negocio no sufra caídas reactivas.
compare them to the best months of the year and the lowest price of attention that is January February March they look 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 what's going to happen you've already accommodated for the things that you
Escúchalo en el minuto 55:58
Canales de adquisiciónAumentar el presupuesto publicitario no incrementa el CPA inevitablemente; con una gestión adecuada, mayor inversión introduce un flujo más denso de conversiones en el sistema de aprendizaje automático, haciéndolo más eficiente y capaz de reducir los costos unitarios.
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 28:47
Medición y experimentosEl ROAS diario o semanal depende críticamente del valor del pedido promedio (AOV), una métrica influenciable pero no controlable transacción por transacción, lo que introduce un factor de azar significativo en la medición del rendimiento publicitario inmediato.
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 that campaign today or this hour or this 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 19:29
El valor del especialista en medios reside en la simplificación y detección de oportunidades
Canales de adquisiciónUna cuenta publicitaria optimizada debe estructurarse de forma tan simple que apenas requiera mantenimiento diario; el verdadero valor del gestor de tráfico no es la manipulación constante de botones, sino el conocimiento estratégico para identificar dónde están las mayores 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 certainly 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 54:24
Canales de adquisiciónCulpar a las actualizaciones de privacidad (como los cambios de iOS) del fracaso publicitario suele esconder una mala metodología de compra de medios. Cuando el mercado reacciona negativamente y los competidores reducen su inversión, se abre una oportunidad comercial para los anunciantes que operan de forma correcta y alinean sus objetivos con los del algoritmo.
way and there's a reason why ninety percent of people are struggling to see good results and they think that iOS 14 was a reason that their Facebook ads were bad and they're looking at iOS 16.5 and saying oh this is going to be doomed like it's only going to harm me if you're doing things poorly if you're doing things properly the identification of the harm being done by others where they will have to pull back is only going to give you even more Market opportunity to get even better is actually an opportunity for the people to do the job well to get even better and I look forward to
Escúchalo en el minuto 49:20
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