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AI, Paid Social, and Frameworks for Success
20 ideas de marketing sacadas de «AI, Paid Social, and Frameworks for Success», de Professor Charley T. Sobre todo de canales de adquisición…
- 20 ideas despiezadas
- Fuente Professor Charley T
- Dura 45 min
- Publicada en 2023
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Canales de adquisiciónPara optimizar el algoritmo de anuncios dinámicos en Meta y adquirir atención al menor costo posible, se debe estructurar cada prueba con la metodología 3:2:2: tres creatividades visuales, dos titulares y dos cuerpos de texto (copy).
um it's called Dynamic creative penny on Facebook without having ads tested and proven and created through Dynamic creative which is Facebook's and for Facebook I use something called the 322 method which is three creatives two headlines two sets of copy the point of is that's giving the AI the best opportunity to create the best user experience so that ultimately I'm buying the lowest priced attention for the highest quality user and targeting the
Escúchalo en el minuto 37:18
Investigación de mercado y clientePara obtener una fuente constante de inspiración y análisis de mercado, se puede crear una cuenta señuelo en TikTok e interactuar únicamente viendo y dando 'like' a contenidos de los competidores directos, convirtiendo el feed en una herramienta de benchmarking automatizada.
I've done it once where I was working with a business and what we did is we made a dummy Tick Tock account and we only went through all of their competitors and liked and watched all the videos all the competitors now whenever they open up Tick Tock it's merely just an inspiration machine
Escúchalo en el minuto 32:00
Mecánica operativa y exigencias creativas de Advantage+ en Meta Ads
Canales de adquisiciónLas campañas Advantage+ optimizan la entrega dirigiéndose a usuarios con alta intención de compra (captando tráfico activo en funnels de competidores), no admiten Dynamic Creative obligando a usar únicamente creativos previamente validados, y retienen el presupuesto si los anuncios no alcanzan un alto estándar de rendimiento.
that tool because Advantage Plus does three things really well and different what it does differently than a normal conversion campaign is three things an advantage plus it's not only saying the end user but also that person is directly in Market to make a purchasing we're still kind of retargeting people that might very well be in another company's funnel second thing is that it's not allowing for dynamic creative so you have to put in your best ads and third only good ads are getting spent so you can put in really bad ads and push the budget to the moon and you might not get at any delivery…
Escúchalo en el minuto 11:36
Investigar a la competencia convirtiéndose en su cliente en lugar de depender de Ad Library
Investigación de mercado y clientePara investigar a competidores líderes de forma profunda, compra sus productos, agrega ítems a su carrito, únete a sus comunidades y experimenta sus flujos de email y retargeting. Herramientas como Facebook Ad Library muestran anuncios sin el contexto crucial del lenguaje, la experiencia de compra y el recorrido del cliente.
go be a customer see how they treat you go to their website add things to Cart shop around take an idea of what their store feels like of AD Library I think it's a wildly overvalued resource because it doesn't give you context I literally went to all of our competitors and I bought their products I joined their communities and I got to understand the words that people use the messaging that came across the content types my Facebook feed was full of ads my emails were full of ads I I had gone through the experience of the person that I'm trying to reach and
Escúchalo en el minuto 26:27
Medición y experimentosUn negocio debe incorporar un margen de pérdida estimado entre el 5% y el 10% dentro de sus costos operativos estándar para poder experimentar y probar nuevas ideas, ya que operar estrictamente al punto de equilibrio elimina la capacidad de fallar y mejorar.
it's always good to test stuff it's always good to be uncomfortable and to lose and you should always have part of your efficiency as a business baked into loss right like if I'm breaking even I'm probably losing money because it means that I can't test I can't get better I try to bake in the idea of a five or ten percent loss as normal operating and all of that stuff that's just baked into business
Escúchalo en el minuto 21:32
Priorizar la consistencia de identidad de marca sobre la imitación de formatos de moda
Marca y posicionamientoEn lugar de perseguir constantemente el formato publicitario de moda, una marca debe identificar su identidad única y el estilo de comunicación que genera confianza con su audiencia objetivo; copiar las tendencias de otros sólo genera versiones inferiores de lo que ya existe en el mercado.
then build it up I think the biggest mistake people are making and brands are making is they think that there's a best kind of creative and so they're constantly chasing what does work is what you do well and how people are used to hearing from you and what's most important is figuring out how you can communicate with Inspire trust in a relationship with your Target customer base know what you do well and leverage that as much as possible that's the greatest I will tell you this if your strategy is to chase what's working you are only gonna ever be a lesser version of 80 of the market if you…
Escúchalo en el minuto 16:02
Canales de adquisiciónSe debe limitar la inversión en campañas Advantage+ a un 30% - 40% del presupuesto total de la cuenta publicitaria para evitar agotar las fuentes de datos y señales predictivas de nuevos usuarios.
six months ago a year ago I'm now at 35 40 000 a day on an ad account where I'm spending 80 to 100 000 a day and that's a huge piece and be fair it's 30 to 40 of your pool spend is going to to yes yeah and we have to understand that part of the way it's doing that is predicting what people are going to do so it can't be the majority of your traffic because if all of your people are taking predictions eventually you'll run out of data to make good decisions with and
Escúchalo en el minuto 14:10
Investigación de mercado y clienteEl mayor valor de la inteligencia artificial en marketing reside en recopilar, ordenar y sintetizar grandes sumas de datos no estructurados (como comentarios de usuarios) para inspirar nuevas ideas y detectar patrones de psicología del consumidor. En lugar de usarla para publicar contenido genérico o copiar directamente sus textos, se debe alimentar con datos de calidad, formular preguntas precisas y aplicar…
is that it can do the collation of data and the Sorting of data at scale in a way that tremendously saves you time ultimately you're still gonna have to qualify and use insight to reading something written by AI I wouldn't use it as a cop I don't think it can give you a great insight to be a way to inspire your thought process and to also take huge sums of data and make it very simple to read and I think two things right asking the AI better questions right you only get good results if you ask good questions and if you give it good data like hey look at all these comments some of the the top…
Escúchalo en el minuto 40:32
La publicidad pagada amplifica un negocio funcional pero no arregla la falta de flujo de caja
Canales de adquisiciónLos anuncios pagados funcionan como combustible sobre el fuego para escalar un modelo comercial existente; si una empresa no genera tracción ni flujo de caja de forma orgánica antes de invertir en pauta, los anuncios no la harán exitosa.
but if your business isn't successful enough to have cash flow before you run ads the ads are never going to make you successful and I think that's one of the biggest pain points people have is they think the only thing missing is is good ads that it works you have to have something that works so you can pour fuel on that fire Facebook ads is just fuel on the fire it amplifies your existing business
Escúchalo en el minuto 23:57
Canales de adquisiciónLos anuncios pagados corren sobre los mismos algoritmos de entrega que el contenido orgánico. Si una pieza logra captar atención orgánicamente, casi con total seguridad funcionará captando atención en paid media.
the ads are nothing other than organic content that you pay for people to see and they run on the same algorithm so if something does well organically at earning attention it will Almost assuredly Do Well as paid media at earning attention now whether or not
Escúchalo en el minuto 31:09
Apropiar formatos creativos de grandes marcas para escalar la inversión publicitaria
Canales de adquisiciónTomar inspiración y adaptar creatividades validadas por marcas líderes a la propia identidad de marca ahorra costes de experimentación y permite escalar anuncios significativamente, como demostró un negocio de ropa femenina que adaptó un formato de Victoria's Secret y logró invertir cerca de dos millones de dólares en esa creatividad durante un año.
only as good as who you steal from go try it and what I found is when you're inspired by somebody you'll appropriate what they're doing in a way that feels more like you than hiring somebody built a better mousetrap I'm gonna build it my way and and in my women's clothing business I literally just got ads from Victoria's Secret that I was like this is amazing I built a version of that ad and it spent nearly two million dollars in the last year Victoria's Secret's wasting all the
Escúchalo en el minuto 26:55
Validar titulares y ganchos en email o YouTube antes de invertirlos en anuncios
Mensaje y copywritingPrueba primero tus titulares y ganchos de copywriting en canales orgánicos o de bajo riesgo (como asuntos de email marketing o títulos de YouTube); si obtienen altas tasas de apertura o clics, trasládalos a tus campañas de anuncios pagados para aumentar la probabilidad de éxito.
um as a very light end I'm using chat GPT to develop you know YouTube titles and email uh headlines right and to see what gets good open rates and checking um if this gets if this gets a lot of clicks on YouTube and a great email open rate well you better believe when I've dropped that on a Facebook ad it's gonna
Escúchalo en el minuto 38:25
Subvención de costes y ventajas algorítmicas en nuevos formatos publicitarios de Meta
Canales de adquisiciónMeta suele abaratar deliberadamente el coste de la atención y otorgar ventajas de distribución a sus nuevos tipos de campaña y formatos (como las campañas Advantage+ o históricamente los anuncios por catálogo y carrusel) para forzar la adopción rápida de los anunciantes y moldear el comportamiento del consumidor.
yeah I think the biggest change that we're seeing is the unfair advantage that Facebook is giving to Advantage Plus campaigns right now and to bring it back to Advantage Plus we're seeing a very interesting piece come in where Facebook is under pricing the attention specifically to invest in a change in consumer Behavior and what Facebook did was they gave a discount on how much it cost to reach people specifically making the investment to change consumer Behavior
Escúchalo en el minuto 7:24
Contraste en la vida útil de anuncios entre TikTok y Meta/YouTube
Canales de adquisiciónMientras que un buen anuncio en plataformas como Facebook o YouTube puede mantenerse rentable de forma evergreen durante años, en TikTok la vida útil de los creativos es significativamente más corta (alrededor de dos semanas) debido al motor de sugerencias agresivo de la plataforma.
there is a huge issue with tick tock or a difference between Tick Tock and Facebook there are two huge differences number one a good Facebook ad can run for years the long the the half-life the longevity of a Facebook ad is basically forever and same with YouTube we've got YouTube ads we've run for years and spent millions of dollars on Tick Tock though maybe two weeks that's all the Ever long that's all however long it'll work because Tick Tock is also part of that suggestion
Escúchalo en el minuto 33:52
Basar los creativos publicitarios en cómo se comunica y vende el producto en la vida real
Mensaje y copywritingEn vez de perseguir modas de formatos publicitarios, el contenido de los anuncios debe replicar la forma auténtica en que el negocio ya capta atención y explica el producto en persona o de forma orgánica (como usar demostraciones en video cuando una foto estática no permite entender el uso).
off with is everybody has an identity on how they communicate some people are great copywriters lean on it some people are great on camera lean on it some people are great graphic designers how do you get attention there is far too much focus on figuring out how to build the best ad for your business and not nearly enough attention and time and effort put into how does this business already make money why don't we just do more of that is to get rid of every effort that isn't honest and true to who the business is you know like I brought TRX to Market and if you just took a picture of it the…
Escúchalo en el minuto 22:06
Extracción de dolores psicológicos del cliente procesando comentarios virales con IA
Investigación de mercado y clientePara hacer investigación de mercado profunda, extrae miles de comentarios de publicaciones virales o transcripciones de videos y procésalos con modelos de lenguaje (como ChatGPT) para identificar los puntos de dolor psicológicos y el vocabulario exacto de la audiencia.
as a way of understanding how consumers behave so you can put in there like give me 50 reasons why somebody has this pain point way that she's using chat GP to effectively extract psychological uh data points on users so so what she's doing is she's taking in for instance say all the comments from a Facebook from an Instagram say an we can grab all of those comments and all of those words that are being used and throw in the chat GPT one of the
Escúchalo en el minuto 38:54
Canales de adquisiciónOptimizar la publicidad en Facebook requiere entender la plataforma de forma nativa y medir su impacto directo en los resultados financieros del negocio, evitando transferir lógicas y métricas intermedias de canales tradicionales como Google Search, Display o email.
of not learning how to run Facebook ads from somebody that was good at email or search or programmatic I kind of came in fresh because I look at Facebook not as a version of Google display or of email and I don't value the same metrics in the same way that most other people do and I've always looked at it through the lens of business results
Escúchalo en el minuto 3:54
Canales de adquisiciónEs posible alcanzar más de 150 millones de dólares en facturación anual en ecommerce de moda y accesorios utilizando exclusivamente anuncios de imágenes estáticas cuadradas, demostrando que no es imprescindible seguir la tendencia del video para escalar.
I'm working with a brand uh in the clothing business apparel and accessories um they'll do over 150 million this year and they run only Square static images
Escúchalo en el minuto 16:17
Canales de adquisiciónEs posible alcanzar más de 150 millones de dólares en facturación anual en ecommerce de moda y accesorios utilizando exclusivamente anuncios de imágenes estáticas cuadradas, demostrando que no es imprescindible seguir la tendencia del video para escalar.
I'm working with a brand uh in the clothing business apparel and accessories um they'll do over 150 million this year and they run only Square static images
Escúchalo en el minuto 16:17
Canales de adquisiciónLa tasa de desgaste (churn) de los creativos en TikTok Ads está determinada principalmente por el paso del tiempo y la demanda de novedad del algoritmo, durando aproximadamente dos semanas independientemente de si se invierten 50 o 20.000 dólares al día.
the the aspect of new as a value point the churn rate of content is massive and that churn rate has far more to do with time than with money you could that ad might last for two weeks if you're spending 50 bucks a day it might allow us for two weeks if you're spending twenty thousand a day so there's a big issue there I mean able to
Escúchalo en el minuto 35:16
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