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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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Medición y experimentosUn negocio debe asumir como costo operativo normal entre un 5% y un 10% de pérdidas destinadas a pruebas y aprendizaje, equiparándolo a las mermas o devoluciones en el retail tradicional para no limitar la capacidad de mejora e innovación.
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 procedure and hey look we have a retail location that would be returns and theft and all of that stuff that's just baked into business
Escúchalo en el minuto 21:35
Canales de adquisiciónEstructura las pruebas en Facebook Ads configurando Dynamic Creative con la fórmula 3:2:2 (tres creativos, dos titulares y dos textos de copy). Esto delega en el algoritmo de Meta la combinación óptima de elementos para entregar la mejor experiencia al usuario y adquirir atención calificada al menor coste posible.
um it's called Dynamic creative I don't actually don't spend a single penny on Facebook without having ads tested and proven and created through Dynamic creative which is Facebook's that I literally will only ever test in that environment I never have a single account with a single penny spent on anything that's not developed that way 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…
Escúchalo en el minuto 37:15
Canales de adquisiciónLa publicidad digital no rescata un negocio sin flujo de caja, sino que actúa como combustible sobre lo que ya funciona; para crear anuncios efectivos se debe identificar cómo genera atención y ventas el negocio de forma natural y traducir esa fortaleza al formato publicitario.
there is far too much focus on figuring and time and effort put into how does this business already make money why don't we just do more of that 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 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 is look to how you already make money what do you do well and then appropriate that for some paid version of attention otherwise you're
Escúchalo en el minuto 22:22
Mecánica operativa y requisitos de anuncios en campañas Advantage+ de Meta
Canales de adquisiciónLas campañas Advantage+ en Meta optimizan agresivamente hacia usuarios con intención inmediata de compra (frecuentemente presentes en el embudo de competidores) y restringen la entrega de presupuesto a anuncios con alta tracción demostrada, exigiendo ingresar creatividades ganadoras previamente validadas.
an advantage plus it's not only saying the end user but also that person is directly in Market to make a purchasing decision we're still kind of retargeting people that might very well be in another company's funnel to their site in the last week Advantage Plus is basically cranking that up it's 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 at all so Advantage Plus is basically forcing advertisers to…
Escúchalo en el minuto 12:18
Diferencia de vida útil de anuncios: Facebook y YouTube frente a TikTok
Canales de adquisiciónUn anuncio exitoso en Facebook o YouTube puede mantenerse rentable durante años sin sufrir fatiga creativa crítica, mientras que en TikTok la vida útil de un anuncio ronda apenas las dos semanas debido a que su algoritmo prioriza fuertemente la novedad.
a good Facebook ad can run for years anybody that says insist that ad fatigue is real that's that's misinformation um I've had ads that have run for two the long the the half-life the longevity of a Facebook ad is basically forever and same with YouTube yeah the same we've got YouTube ads we've run for years and spent millions something like that 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 engine is also new the the aspect of new as a value point
Escúchalo en el minuto 34:03
Investigación de mercado y clienteCrear un perfil alternativo o señuelo en TikTok dedicado exclusivamente a buscar, ver y dar 'me gusta' a los videos de la competencia para entrenar el algoritmo y convertir el feed en un motor automatizado de inspiración y análisis de mercado.
um and you can program tick tocks like I've done it once where I was working with the 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 their competitors now whenever they open up Tick Tock it's merely just an inspiration machine
Escúchalo en el minuto 31:58
Investigación profunda de la competencia convirtiéndose en su cliente
Investigación de mercado y clientePara entender realmente el marketing de la competencia con contexto real, conviene comprar sus productos, unirse a sus comunidades y pasar por todo su embudo en lugar de solo mirar librerías de anuncios estáticas como Facebook Ad Library.
advice and I'm actually not a huge fan of AD Library I think it's a wildly overvalued resource because it doesn't give you context go be a customer of your competitor like 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 understood what they're
Escúchalo en el minuto 27:10
Alinea la creatividad publicitaria con la identidad de marca en lugar de perseguir formatos de moda
Marca y posicionamientoEl mayor error en publicidad pagada es asumir que existe un 'mejor tipo' de anuncio y copiar lo que otros hacen; el éxito sostenido y el LTV provienen de definir una identidad clara, construir confianza con el público objetivo y mantener consistente el formato y estilo que la marca domina.
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 as much as possible that's the greatest to chase what's working you are only gonna ever be a lesser version of 80 of the market figure out your identity and stick with what we're trying to do is acquire profitable customer Journeys with multiple sales…
Escúchalo en el minuto 16:04
Investigación de mercado y clienteEl mayor potencial de la inteligencia artificial radica en ordenar y sintetizar grandes volúmenes de datos no estructurados (como comentarios de clientes o textos de mercado) para extraer insights e inspirar el pensamiento crítico, en lugar de utilizarla para redactar artículos de blog o textos masivos que los usuarios detectan con facilidad. Para obtener resultados útiles, se requiere alimentar a la IA con datos de…
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 appropriately take what it's giving you and take action on um yeah like people know when they're reading something written by AI I wouldn't use it as a cop I don't think it's gonna the best for SEO and also take huge sums of data and make it very simple to read and I think but just the idea of using AI to take Insight from the written word is tremendous and also Inspire different two things right asking the AI…
Escúchalo en el minuto 40:29
El contenido que capta atención orgánica funciona igual de bien en paid media
Canales de adquisiciónLos anuncios pagados no son más que contenido orgánico por el que se paga para obtener visibilidad bajo el mismo algoritmo. Si una pieza logra captar atención de forma orgánica, casi con total seguridad también lo conseguirá como anuncio pagado.
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
Extracción de dolores e insights psicológicos procesando comentarios masivos con IA
Investigación de mercado y clienteExtrae transcripciones o el volumen masivo de comentarios de publicaciones virales e ingrésalos en ChatGPT para extraer de forma estructurada los principales dolores, objeciones y patrones psicológicos de la audiencia para investigación de mercado rápida.
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 and use that to understand Concepts in market research 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 Instagram post went viral and it's got 30 000 com we can grab all of those comments and all of those words that are being used and throwing the chat GPT one of the things that I love to do is say hey tell me the…
Escúchalo en el minuto 38:51
Meta abarata artificialmente la atención en nuevos formatos y algoritmos para forzar su adopción
Canales de adquisiciónAl lanzar nuevos formatos o tipos de campaña automatizados (como Advantage+ o históricamente los anuncios de carrusel), Meta suele subvencionar el coste por alcance para impulsar la adopción entre anunciantes y modificar el comportamiento del consumidor, creando una ventaja competitiva temporal para los primeros en adoptarlos.
unfair advantage that Facebook is giving to Advantage Plus campaigns right now and it's a slight change in the way that Facebook is using their data to Target the right people to get 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 7:31
Optimizar Facebook Ads según resultados de negocio y no por métricas de canales tradicionales
Canales de adquisiciónLa publicidad en Facebook no debe gestionarse ni evaluarse bajo la misma óptica que Google Display o el email marketing; el rendimiento de las campañas debe medirse por su impacto directo en los resultados económicos globales del negocio y no por métricas aisladas o heredadas de otras plataformas.
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 4:14
Canales de adquisiciónNo se debe destinar la totalidad del presupuesto a campañas Advantage+; es conveniente limitarlo a entre un 30% y 40% del gasto total para evitar agotar los datos de prospección orgánica e incremental de los que depende el modelo predictivo del algoritmo.
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 14:13
Estrategia de contenidosCuando un producto introduce una categoría o mecanismo poco familiar (como el TRX en sus inicios), las fotografías estáticas resultan ineficaces para vender; es indispensable mostrar el funcionamiento práctico en video para que el cliente comprenda su utilidad y valor.
like if you have a beautiful product just show me a picture of the product you know like I brought TRX to Market 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 what is TRX the workout equipment from the gym the the yellow bands so I brought that that to Market a picture wouldn't do it we had to show pictures of a rubber band like what do you do with that yeah yeah there was no concept so the best way to get to do they say you can show somebody what's going on and all of a sudden it clicks
Escúchalo en el minuto 22:52
Validación cruzada de ganchos en YouTube y email antes de pautar anuncios
Mensaje y copywritingPrueba y valida la tracción de titulares y ganchos en canales orgánicos o directos (como asuntos de email y títulos de videos de YouTube); aquellos que consigan tasas de apertura o clics sobresalientes deben trasladarse como copy y titulares a campañas de anuncios pagados.
GPT to develop you know YouTube titles and email uh headlines right and to see what gets good open rates and checking fair those are also really really great for my Facebook app 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 crash absolutely I think it's also
Escúchalo en el minuto 38:24
Canales de adquisiciónApropiar e interpretar el formato creativo de un competidor líder (en este caso, un anuncio de Victoria's Secret adaptado a una marca propia de moda femenina) permitió escalar y sostener un gasto de casi 2 millones de dólares en publicidad en un año.
got ads that were like that where 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 wow wow great I'm not Reinventing the wheel Victoria's Secret's wasting all
Escúchalo en el minuto 29:32
Canales de adquisiciónUna marca de ropa y accesorios factura más de 150 millones de dólares al año basando su adquisición digital únicamente en anuncios con imágenes estáticas cuadradas, demostrando que no es obligatorio seguir formatos de video o Reels para escalar a gran nivel.
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 adquisiciónUna marca de ropa y accesorios factura más de 150 millones de dólares al año basando su adquisición digital únicamente en anuncios con imágenes estáticas cuadradas, demostrando que no es obligatorio seguir formatos de video o Reels para escalar a gran nivel.
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
La resistencia a adoptar el machine learning en plataformas publicitarias destruye la competitividad de las agencias
Canales de adquisiciónFrente a cambios estructurales hacia la automatización y el aprendizaje automático en plataformas publicitarias (como ocurrió con el píxel de conversión de Meta), los anunciantes que se adaptan rápidamente logran escalar masivamente, mientras que quienes se resisten por apego a modelos manuales anteriores pierden cuota de mercado.
I saw so many agencies refuse to adopt the conversion objectives 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 kind of either you were on one side of that divide or the other
Escúchalo en el minuto 8:31
Canales de adquisiciónEl agotamiento del contenido publicitario en TikTok ocurre rápidamente (alrededor de dos semanas) con independencia de si el gasto es bajo ($50/día) o muy alto ($20,000/día), obligando a un ritmo de rotación y producción de creativos mucho más intensivo que en plataformas maduras como Meta o Google.
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 last for two weeks if you're spending twenty thousand a day so there's a big issue there and being able to consistently deliver that quality of content that's monetizable and the other side of tick tock ads is it'll never be as smart as Facebook fact that Facebook and Google have a leg up of over a decade of con of communication and location and transactional data
Escúchalo en el minuto 35:24
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