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Advanced Media Buying Techniques to Skyrocket Your Growth with @SonicGrowth
21 ideas de marketing sacadas de «Advanced Media Buying Techniques to Skyrocket Your Growth with @SonicGrowth», de Professor Charley T. Sobre todo de…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 48 min
- Publicada en 2025
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Duplicar anuncios de mayor gasto histórico dirigiéndolos a la homepage en campañas ASC
Canales de adquisiciónTomar los anuncios publicitarios con mayor inversión acumulada en el último año y duplicarlos dirigiendo el tráfico a la homepage dentro de campañas Advantage+ (ASC) en lugar de páginas de producto. Esto capitaliza el volumen de datos que el algoritmo ya acumuló para maximizar la tasa estimada de acción y aprovecha que la página principal suele convertir mejor que las fichas de producto (4-6% frente a 1.9-2.2%).
year's big win was ASC campaigns to the homepage running that during Black homepage? And they're like, "Well, it converts to like four or six%." And I'm like, "Your best performing products have like a 1.9, maybe a 2.2. Why not send them to a six?" and everybody the take your top spending ads from like the last year. Yeah. And it's important that it's the top spending ads because the all the insight is your top spending ads have the creative that the machine is has the most data to know who to show it to. Right? So you're getting your best estimated action rate by leveraging the ads that have…
Escúchalo en el minuto 16:52
Retargeting amplio frente a retargeting de abandono de carrito para abaratar CPMs
Canales de adquisiciónReimpactar a audiencias amplias de interacción (visitantes web o interacciones en Instagram) resulta notablemente más económico en CPM (p. ej. $20 frente a $50) que pujar por eventos de fondo de embudo como carritos abandonados, donde la competencia de anuncios es feroz y cara.
it against something we call broad retargeting. Oh, cool. um which is like site traffic, Instagram engagers, stuff like that where you're going after people not because of like an add to cart or view content, some like premium funnel metric because I think if you're adding to cart and abandoning on like seven websites, first off, you've already probably made the decision you're not going to buy from me and you're getting smashed by everybody else and it's like super expensive. But just saying, "Hey, you've been to my website or you've engaged in my Instagram account." Like, odds are you may…
Escúchalo en el minuto 8:38
Configuración de catálogo recomendada para optimización por valor en Meta Ads
Canales de adquisiciónPara que el algoritmo de optimización por valor (Value Optimization) en Meta funcione de manera óptima, se recomienda tener al menos seis niveles o rangos de precio distintos en el catálogo y una diferencia de precio de al menos 3x entre el producto de menor valor y el más caro.
the guy I think he was like a product manager or engineer at Meta like he talked about um like how value optimization works best like in terms of uh like having I think he said like six different like value ranges or like price points in your like catalog or like your mix of products and then the difference between like the smallest to largest uh price point should be like at least 3x. So I think to your point like
Escúchalo en el minuto 10:37
Escalado dinámico con optimización por valor y objetivo de ROAS
Canales de adquisiciónConfigurar campañas de optimización por valor con un objetivo de ROAS moderado y un presupuesto diario inflado permite que el algoritmo aumente el gasto en momentos de alta demanda y lo recorte en días flojos, funcionando de forma especialmente potente con catálogos amplios de más de 100 SKUs.
tip was uh to run um value optimization with like a target rorowaz or rorowaz goal I think it's called now. Um, and basically the advantage of that is you can kind of have add like an inflated budget. So maybe your daily spend is like 5k, but you can actually just create like an extra campaign and set that campaign itself at like 5k. So you're kind of doubling the budget. And then you set the rorowaz goal at um I usually start it a bit lower than kind of what I want just to like let the system spend because obviously when you you have. Like for me I started I think at like 1.6 six. Um, and…
Escúchalo en el minuto 5:22
Canales de adquisiciónConfigurar y pautar 'partnership ads' en Meta directamente desde el perfil o handle personal del fundador supera habitualmente el rendimiento de los anuncios convencionales emitidos desde la página de la marca.
partnership ad stuff, which we didn't really get into, but I think that's like I didn't I know Meta's been pushing it for like a while, but I feel like they're really doubling down on it, and I've been seeing it work really well. So, I think especially if you're a brand and you're a founder, like you should just be running like founder ads like from your own handle. I feel like that's like the easiest place to start. I'm definitely seeing it like outperform like um like regular ads. So, that's
Escúchalo en el minuto 45:20
Medición y experimentosDedicar el 5% del presupuesto de medios a pruebas arriesgadas y no convencionales, aceptando fallar el 80% de las veces a cambio de que el 20% de aciertos genere retornos asimétricos desproporcionados para el negocio.
That's part of the deal. If you're working with me, 5% of your budget is like Charlie's going to do weird stuff. Yeah. And you have to know I'm going to be wrong 80% of the time. But the other 20 is going to be like an extra hundred grand in your pocket, right? So like the
Escúchalo en el minuto 15:58
Medición y experimentosDedicar el 5% del presupuesto de medios a pruebas arriesgadas y no convencionales, aceptando fallar el 80% de las veces a cambio de que el 20% de aciertos genere retornos asimétricos desproporcionados para el negocio.
That's part of the deal. If you're working with me, 5% of your budget is like Charlie's going to do weird stuff. Yeah. And you have to know I'm going to be wrong 80% of the time. But the other 20 is going to be like an extra hundred grand in your pocket, right? So like the
Escúchalo en el minuto 15:58
Medición y experimentosEvaluar la inversión publicitaria mediante modelos de último clic distorsiona el valor de canales como Meta en recorridos multitoque; la medición debe centrarse en la incrementalidad (ventas que realmente no habrían ocurrido sin la pauta) y en el impacto asistido sobre el resto de canales del ecosistema.
but uh, we were talking about the incremental attribution and I think it thinks it's really brave for uh Facebook to really focus on these incremental pieces because he brought up a point. is like so 35 cents of every dollar is going to a sale that we would have made anyway. Like there are brands that are them to lean in and say, "We know we're customer journey is a lot of touch points. all of the shots that they took at like last click attribution. Yeah. And like like if you're still saying that the definition of success is I'm the last touch point in the customer journey like Facebook is…
Escúchalo en el minuto 25:34
Oferta y precioExcluir el producto estrella más económico de un catálogo dinámico y promocionar únicamente los productos de ticket superior (más de 100 o 200 dólares) reduce la superposición de entrega publicitaria y empuja a los usuarios a adquirir productos de mayor valor o paquetes.
noticed was if I took out I have a catalog that does not feature hero product, right? And so I have a business but uh they have a hero product that's like a money clip situation around like 80 bucks. Taking that out and just letting the machine have all of the higherend items, right? all the higher value leather goods, the stuff that's over 100 bucks, over 200 bucks. And then the AOVs on that, it was a great way to push higher AOV products in a way that think of the ven diagram of the delivery between our hero product and this effort, the overlap got smaller and smaller. So, it was really…
Escúchalo en el minuto 7:25
Prioridad crítica de la calidad del audio sobre la calidad de video
Estrategia de contenidosEn la producción de contenido en video, el audio es más determinante que la imagen: los usuarios toleran una baja calidad visual si el sonido es óptimo, pero abandonan inmediatamente el contenido si el audio es deficiente, sin importar la calidad de la cámara.
with this. Um, get a good microphone, right? People will watch terrible audio if it sounds good, right? But greatest camera in the world with unlistenable audio means you'll never get a view.
Escúchalo en el minuto 43:18
Oferta y precioEn campañas de regalos (como Día del Padre o Día de la Madre), orientar la pauta hacia quien regala y no hacia el usuario final incrementa la adopción de paquetes completos (bundles) y productos de mayor precio, ya que el comprador busca solucionar un problema completo para un ser querido en lugar de regatear o evaluar precios unitarios para sí mismo.
But when it was Father's Day and it was a we skewed, we specifically tried to skew far more into women. And what we found was when it was a woman buying for the man, not the man buying for himself. The propensity to take the bundles and the upsells and the higher value products was just it was fish in a barrel, man. Like because it's not a guy, it's not a person buying for themsel doing price evaluation. No, exactly. It's somebody trying to take care of a loved one. And when you sell bundles, you're not just selling a product, but you're solving a problem, whatever else. So, instead of trying…
Escúchalo en el minuto 12:13
Aprovechar las herramientas de IA y consolidación de Meta en lugar de microgestionar campañas
Canales de adquisiciónEn la gestión moderna de Meta Ads ya no es efectivo intentar 'hackear' la plataforma mediante segmentaciones manuales complejas o hiperfragmentación de ad sets; en su lugar, se debe confiar en el sistema algorítmico y apoyarse en funciones de IA como la consolidación de campañas, el puntaje de oportunidad (opportunity score), la optimización del valor (value optimization) y la atribución incremental.
right? Um, I honestly feel like uh you just got to lean into a lot of the AI stuff that Meta is putting out. Um, got to like really lean into like all the stuff that Meta is like talking about like the opportunity score like consolidation, um value optimization, incremental attribution, like things like that. I don't think you can like hack your way anymore like back in the day. Um so just like yeah, really like trusting Meta and the system more than
Escúchalo en el minuto 1:23
Reactivar anuncios pausados tras dos o tres semanas para combatir la fatiga publicitaria
Canales de adquisiciónCuando los anuncios activos sufren fatiga creativa, una solución práctica es volver a encender creativos que funcionaron previamente si han permanecido apagados durante dos o tres semanas, ya que tienen altas probabilidades de volver a funcionar bien.
produce ad fatigue, but you have like a ton of content to use and as soon as one works out, just bring back an old one. If it's been off for two, three weeks, odds are it'll work again. And uh that
Escúchalo en el minuto 20:16
Estrategia de contenidosLa monetización de servicios de agencia o consultoría no depende del volumen masivo de visitas ni de la viralidad: contenidos con alta especificidad y valor entregado pueden captar clientes de 10.000$ a 15.000$ al mes o facturar 100.000$ con apenas 300 a 500 visualizaciones por video.
world is um the production quality is far less important than the message. Right? When the message works and it's good, if the information is valuable, I built my first like $100,000 information and consulting stuff with getting like 300 views on a video, agency where I had three to five brands spending 10 to $15,000 a month as like My my videos were getting like 500 views. But it was because the consistency of the videos and the specificity and the value. People found it and then it is not about getting a video that goes viral. That's not where you get so
Escúchalo en el minuto 40:33
La atribución incremental es necesaria al escalar presupuestos altos pero prescindible a menor escala
Medición y experimentosA escalas moderadas con un canal dominante como Meta, basta con correlacionar el gasto diario con las ventas de nuevos clientes en la plataforma de comercio; la medición de atribución incremental y pruebas de exclusión (holdouts) se vuelven prioritarias al alcanzar techos de escala (como superar 20.000 $/día) donde el presupuesto extra suele sobre-atribuirse sin generar clientes netos adicionales.
you're using 7day click one day view like there might be like a lot of over clients who are if it's it becomes a lot easier when it's like single channel when meta is like the dominant channel the sales coming from because we just look at like the Shopify new customer revenue daily as we're kind of you know hitting a when like you Say say you're spending like 20k a day and we're trying to get to like 25 or 30 but that extra 5 10k like we're not seeing any rise in like the Shopify new revenue. So we're too and then you see like a lot of spend with any going to like you know one day view…
Escúchalo en el minuto 22:12
Revisión de atribución incremental mediante desgloses antes de reestructurar cuentas de anuncios
Medición y experimentosAntes de activar cambios estructurales o modelos de puja basados en incrementalidad en Meta Ads, se pueden utilizar los desgloses en la configuración de atribución estándar para observar la atribución incremental de las campañas regulares y reasignar presupuestos a aquellas con mejor aporte incremental comprobado.
can even um within the breakdown section uh if you're running like regular standard attribution, you can still kind of see like what the incremental attribution looks like for like your existing like BAU campaigns, which is kind of cool. So I was thinking of before testing it because sometimes it's like a big change to the account. you can even maybe just like you know shift budgets to like the existing campaigns where you can kind of see like better incremental attribution like in platform
Escúchalo en el minuto 14:37
Estrategia para impulsar el crecimiento incremental y adquisición real
Canales de adquisiciónPara generar crecimiento incremental genuino sin depender de ventas a clientes existentes, se debe enfocar la pauta en formatos de video y compra masiva de atención, evaluando el éxito mediante los ingresos brutos de nuevos clientes (new customer revenue / MER) en lugar de obsesionarse con el CPA o controles de costo (cost caps).
the incremental attribution is how much of your money was spent only getting new customers versus acquiring attention of people who are just driving sales. Yeah. budgets. It's well how do we become more incremental? Yeah. No. Exactly. And inherently what that means, at least in my experience, is um more video ads, less focus on CPA. Yeah. Uh me to run cost caps and more of just like let's get as many let's buy as much attention as possible and then No, 100%. Yeah. And like you should see like the new customer revenue or like your MR and stuff like improve, right? Like that's the whole point…
Escúchalo en el minuto 33:57
El espectro de profundidad vs. tamaño de audiencia en contenido educativo
Estrategia de contenidosExiste una relación inversa entre el tamaño de la audiencia y la sofisticación técnica del contenido: los temas introductorios abarcan audiencias masivas pero con poca profundidad ('una pulgada de fondo, una milla de ancho'), mientras que el contenido táctico hiperespecífico reduce el volumen de público pero atrae perfiles avanzados con mayor valor comercial.
I think there are these levels, right? Ben is inch deep, mile wide. And then D is a little bit more advanced for a slightly smaller audience. I think I'm more advanced than that for an even smaller of that. Your audiences are a lot smaller, but they're way more um advanced. They're the information you're giving is way more tactical and valuable. And so just don't worry, you
Escúchalo en el minuto 42:37
Atribución incremental sobre eventos estándar vs eventos personalizados de nuevo cliente
Canales de adquisiciónOptimizar campañas publicitarias mediante eventos estándar de compra bajo un modelo de atribución incremental superará a la optimización directa mediante eventos personalizados de nuevo cliente, ya que los eventos estándar aprovechan mejor las señales avanzadas y el algoritmo nativo de la plataforma publicitaria.
Right. Um I with with Yichi and Amos have campaigns that are optimized towards new customer. So my conversion event is new customer. I think those campaigns today are beating out the incremental attribution effort because new customer as a conversion objective at the optimization event is not a standard event. Right? So I can't tap into the advanced matching and all of But if the incremental attribution begins to work and effectively does the same job, but I can just throw in purchase, I'll be able to effectively optimized for customer acquisition using a standard event. That's huge. It's…
Escúchalo en el minuto 32:58
Medición y experimentosLas campañas configuradas con modelos de atribución incremental reflejan que entre el 85% y el 90% de las conversiones registradas corresponden a clientes completamente nuevos en lugar de compradores recurrentes.
a campaigns with incremental attribution because we are tracking new customer versus returning because we have a events around new customers as a column in our Facebook dashboard. Sweet. Yeah. Incremental attribution is like 85 n 85 to 90% new customer.
Escúchalo en el minuto 32:07
Compromiso entre alcance masivo y contenido táctico accionable
Estrategia de contenidosEl contenido generalista sobre herramientas o conceptos amplios suele atraer un volumen de visitas significativamente mayor que el contenido técnico u operativo paso a paso, el cual, pese a ser más accionable y útil para los ejecutores, tiende a conseguir audiencias mucho más reducidas.
Yeah. I I think unfortunately when you get a decentsized audience, you kind of get sucked into making broader and broader content, which sometimes is less and less actionable. And I'll tell you, the videos that I make that are amazing for the button pusher, right? It'll get like 500 views. And when I'm like, well, opportunity score. Oh, yeah. 10 times as many views as thing that was like here though it makes your me look worse. Like nobody cares. Uh so yeah, but how long
Escúchalo en el minuto 36:06
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