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AI, Paid Social, and Frameworks for Success
21 ideas de marketing sacadas de «AI, Paid Social, and Frameworks for Success», de Professor Charley T. Sobre todo de canales de adquisición…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 45 min
- Publicada en 2023
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Canales de adquisiciónPara optimizar el costo de atención y permitir que el algoritmo de Meta entregue la mejor experiencia publicitaria por usuario, se debe testear en Dynamic Creative combinando 3 creativos visuales, 2 titulares y 2 textos principales (método 3:2:2).
for years um it's called Dynamic creative and I don't actually don't spend a single penny on Facebook without having ads tested and proven and created um and for Facebook I use something called the 322 method which is three creatives two headlines two sets of copy and we can dive into that forever but 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
Escúchalo en el minuto 37:15
Investigación de mercado y clienteCrear una cuenta secundaria o de prueba en TikTok e interactuar exclusivamente con el contenido de los competidores programa el algoritmo de recomendación personalizada para transformar el feed en una fuente constante de inspiración e inteligencia de mercado.
like I've done it once where I was working with a business and what we did is we made a dummy Tik Tok account and we only went through all of their competitor and liked and watched all the videos of all the competitors now whenever they open up Tik Tok it's merely just an inspiration machine and so the point of that is it's
Escúchalo en el minuto 31:58
Extracción de insights psicológicos y dolores del cliente usando IA sobre comentarios masivos
Investigación de mercado y clienteUtiliza modelos de lenguaje (LLMs) para procesar miles de comentarios de publicaciones virales en redes sociales y extraer automáticamente los dolores recurrentes, el lenguaje natural y los patrones psicológicos clave de tu público objetivo para la investigación de mercado.
also really important to use chat GPT though as a way of understanding how consumers behave so you can put in there like give me 50 reasons why somebody has this paino and use that to understand Concepts in market research um my friend Sarah linger has a great way that she's using chat CHP to effectively extract psychological uh data points on 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 Instagram post went viral and it's got 30,000 comments we can grab all of those comments and all of those words that are being used and…
Escúchalo en el minuto 38:50
Canales de adquisiciónEn plataformas con CPM optimizado, la publicidad pagada opera bajo el mismo algoritmo que el contenido orgánico; por tanto, una pieza que demuestra alta capacidad de retener atención de forma orgánica tiene altas probabilidades de funcionar exitosamente en campañas de pago.
this table here real quick and remember that 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 31:05
Investigar a la competencia convirtiéndose en su cliente real
Investigación de mercado y clienteEn lugar de limitarse a mirar bibliotecas de anuncios (que carecen de contexto sobre efectividad), la forma más valiosa de analizar competidores es convertirse en cliente de ellos: comprar sus productos, unirse a sus comunidades y vivir todo su flujo de retargeting y emails para absorber su lenguaje, mensajes y puntos de contacto.
this find the people in your business It Go be a customer see how they treat go to their website add things to Cart of AD Library I think it's a widely overvalued resource because it doesn't give you context you you if this is a good ad a can tell yeah if you want context go be a customer of your competitor like if ago 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…
Escúchalo en el minuto 26:14
Alinear la creatividad publicitaria con la identidad de marca en lugar de perseguir formatos de moda
Marca y posicionamientoCopiar los formatos o estilos creativos que le funcionan a la competencia solo convierte a la marca en una versión inferior del mercado. El rendimiento sostenible proviene de definir un posicionamiento único, mantener una identidad consistente que genere confianza y explotar los formatos publicitarios que la propia marca domina.
up I think the biggest mistake people are making and brands are making is they think that there's a best kind of Creator and so they're constantly chasing whatever that screenshot they work is what you do well and how people are used to hearing from you your the most important thing to do in Creative is figure out what is your unique positioning in the marketplace will tell you this if your strategy is to chase what's working you are only going to ever be a lesser version of 80% elite figure out your identity and stick with it like if you change your clothes relationship for great LTV that…
Escúchalo en el minuto 16:00
Mecanismo de Advantage Plus en Meta: captura de intención activa y filtrado de creativos
Canales de adquisiciónAdvantage Plus se enfoca en usuarios con intención inmediata de compra (impactando a audiencias que interactúan con embudos de competidores) y asigna presupuesto de forma estricta únicamente a creativos ganadores de alto rendimiento, restringiendo la entrega si los anuncios no cumplen con el estándar del algoritmo.
results an advantage plus it's not only saying the end user but also that person is directly in Market to make a purchasing decision is a slight Nuance change but it's more or less like even at prospecting we're still kind of retargeting people that might very well be in another company's Advantage Plus is basically cranking that up it's a way more aggressive version of that 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…
Escúchalo en el minuto 12:15
Canales de adquisiciónLos anuncios pagados no resuelven problemas de viabilidad comercial; actúan como combustible que amplifica el modelo existente. Para crear anuncios efectivos, se debe trasladar al formato pagado la forma en que el negocio ya consigue atención y genera ventas de manera orgánica o presencial.
knowledge but if your business isn't successful enough to have cash flow before you run ads the ads are never going to make you the way 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 model so the easiest look to how you already make money what do you do well and then appropriate that for some paid version of attention otherwise
Escúchalo en el minuto 23:54
Canales de adquisiciónEn TikTok Ads, la tasa de desgaste (churn) de los creativos está determinada por el paso del tiempo más que por la inversión publicitaria: un anuncio suele agotarse en aproximadamente dos semanas tanto si se invierten 50 dólares diarios como si se invierten 20.000.
the ch 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 last for two weeks if you're spending 20,000 a day so there's a big issue there and
Escúchalo en el minuto 35:26
Facebook abarata temporalmente la atención en nuevos formatos para acelerar su adopción
Canales de adquisiciónAl lanzar nuevos tipos de campaña o formatos publicitarios (como Advantage+, anuncios dinámicos de producto o carruseles), Meta suele descontar el coste de alcance e infravalorar la atención para incentivar a los anunciantes a usarlos y modificar el comportamiento del usuario.
is the unfair advantage that Facebook is giving to Advantage Plus campaigns right now which is a certain style of running an ad it's it's um it's a certain campaign type that that's an option um I to Advantage Plus we're seeing a very interesting piece come in where Facebook is underpricing the attention specifically to invest in a change consumer Behavior they've done this previously with Dynamic product ads Carousel ads before that there was no Carousel and what Facebook did was they gave a discount on how much it cost to reach people specifically making the investment to change consumer
Escúchalo en el minuto 7:26
Canales de adquisiciónSe recomienda limitar el gasto en campañas Advantage Plus a entre un 30% y un 40% del presupuesto publicitario total de la cuenta, evitando que absorba todo el tráfico para no agotar la data predictiva que el algoritmo necesita para alimentar conversiones futuras.
spending 80 to 100,000 a day and that's a huge piece to be fair 30 to 40% of your total spend is going to to 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 run out of data to make good decisions
Escúchalo en el minuto 14:13
Validación orgánica y por email de copys antes de usarlos en anuncios pagados
Mensaje y copywritingPrueba titulares y ganchos primero en canales orgánicos o de bajo coste (como títulos de YouTube medidos por clics o asuntos de email medidos por tasa de apertura); los que resulten ganadores deben trasladarse directamente al copy de los anuncios pagados para maximizar su conversión.
GPT to develop you know YouTube titles and and email uh headlines right to see what gets good open rates and checking against vid IQ keyword scores and to be fair those are also really really great for my Facebook ads um if this gets this gets a lot of clicks on YouTube and a great email open rate you better believe when I drop that on a Facebook ad it's going to crush absolutely I think it's
Escúchalo en el minuto 38:25
Diferencia de vida útil publicitaria: permanencia en Facebook/YouTube frente a rápida fatiga en TikTok
Canales de adquisiciónA diferencia de Facebook y YouTube, donde los anuncios creativos ganadores pueden operar y escalar durante años con mínima fatiga publicitaria, los anuncios en TikTok sufren un desgaste acelerado y suelen requerir renovación creativa cada dos semanas.
one a good Facebook ad can run for years misinformation um I've had ads that have run for two three four years that I have the halflife the long longevity of a Facebook ad is basically forever same we've got YouTube ads we've run for years and spent millions of dollars on Evergreen Tik Tock though maybe two weeks that's all the Ever long that's all however long it'll work because Tik
Escúchalo en el minuto 34:00
Investigación de mercado y clienteUtiliza la inteligencia artificial para ordenar, resumir e interpretar grandes volúmenes de texto (como comentarios de clientes y datos de investigación) en lugar de usarla para generar contenido SEO automatizado. El valor radica en formular mejores preguntas, suministrar datos de calidad y aplicar criterio humano para validar y ejecutar los insights extraídos.
of 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 going to qualify and use insight take what it's giving you and take when they're reading something written by a I I wouldn't use it as a I I don't SEO uh on like I'm just building up blasting out blog pages but it can give 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 that but just the idea of using AI to take Insight from the written word is to two things right asking the AI better…
Escúchalo en el minuto 40:29
Medición y experimentosUn negocio debe incorporar de forma estructural un 5% a 10% de pérdida operativa asumida para financiar la experimentación y el aprendizaje continuo, de manera análoga a cómo el comercio minorista asume devoluciones y mermas.
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 so I try to bake in the idea of a five or 10% loss as normal operating procedure and hey look if you have a retail location that would be returns and theft and all of that stuff that's just baked into to
Escúchalo en el minuto 21:33
Alinear el formato de los anuncios con las fortalezas del equipo y la naturaleza del producto
Estrategia de contenidosEn vez de perseguir tendencias externas de contenido o anuncios, se debe apoyar la creatividad en la fortaleza comunicativa nativa del creador (vídeo, copy o diseño) y en el formato que mejor demuestre el valor real del producto (como el vídeo para productos funcionales que una foto no puede explicar).
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 honest and true to who the business is like if you have a beautiful product just show me a picture of the product and if you just took a picture of it the most beautiful pictures in the world will never sell it we had to do a video wouldn't do it we had to show picture a you can show somebody what's going on and all of a sudden it
Escúchalo en el minuto 22:05
Canales de adquisiciónInspirarse y adaptar creativos probados de competidores consolidados (como Victoria's Secret) al estilo propio de una marca de ropa permitió escalar la inversión publicitaria a cerca de 2 millones de dólares en un año con un único formato de anuncio.
got ads that were like that where in my women's clothing business I literally just got ads from Victoria Secret that I was like this is amazing I built a version of that ad and it spent nearly 2 million dollar in the last year wow wow great I'm not
Escúchalo en el minuto 29:30
Canales de adquisiciónUna marca de ropa y accesorios factura más de 150 millones de dólares al año ejecutando su estrategia de anuncios pagados únicamente mediante imágenes estáticas cuadradas, evidenciando que el éxito creativo no depende de adoptar forzosamente formatos de video o UGC.
saw what work I can tell you this 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
Escúchalo en el minuto 16:11
Canales de adquisiciónUna marca de ropa y accesorios factura más de 150 millones de dólares al año ejecutando su estrategia de anuncios pagados únicamente mediante imágenes estáticas cuadradas, evidenciando que el éxito creativo no depende de adoptar forzosamente formatos de video o UGC.
saw what work I can tell you this 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
Escúchalo en el minuto 16:11
Gestionar Facebook Ads según resultados globales de negocio y no métricas de otros canales
Canales de adquisiciónAplicar a Facebook Ads la lógica o métricas de canales como búsqueda, email o display tradicional limita su potencial; la optimización debe evaluarse directamente bajo el prisma de los resultados y el crecimiento integral del negocio.
last thing is that I had the luxury 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 which meant that I have a huge advantage over most people or I did and I try to teach that Advantage 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 and that
Escúchalo en el minuto 3:48
La resistencia a adoptar el aprendizaje automático en publicidad pagada compromete el crecimiento de agencias y marcas
Canales de adquisiciónLa transición hacia modelos basados en aprendizaje automático y píxeles de conversión en plataformas publicitarias suele generar una brecha competitiva determinante: quienes adoptan temprano la automatización escalan, mientras que los anunciantes que se aferran a paradigmas manuales pierden competitividad operativa.
I saw so many agencies refuse to adopt the conversion objectives they really dove into PPC and display and when they refused to adopt machine learning there were folks that bought into it that were really successful all the brands that got really big in 2016 2017 2018 because Facebook ads are really easy adopted it there are other agencies that fought it that lost like floors in their Manhattan office it was a massive um kind of either you were on one side of that
Escúchalo en el minuto 8:29
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