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AKNF - The Pilot Method: How to Find Winning Creative for Meta Ads (or TikTok)
23 ideas de marketing sacadas de «AKNF - The Pilot Method: How to Find Winning Creative for Meta Ads (or TikTok)», de DTC Podcast. Sobre todo de mensaje y…
- 23 ideas despiezadas
- Fuente DTC Podcast
- Dura 1 h 01 min
- Publicada en 2022
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Angle = concept that resonates: brainstorm 5 contrasting angles por demo antes de tocar el copy
Mensaje y copywritingPilot House Digital define angle como 'un concept que un customer resonará with, distinto de otro concept, en orden de lograr una venta o menor cost'. No es 'buy my product' (eso es abrasive, no angle). Es 'the internet's favorite puppy treats' (USP) o 'extra special collagen' (engagement style) o 'fun testimonial' (social proof) o 'bundle and save' (urgency/economics). El método: para cada target demo, brainstorm 5…
an angle is a concept that a customer will resonate with in order to achieve a sale you're not just saying here's my product this is what it is you're finding another way to speak about your product that addresses the benefits or the pain points your angle should give a convincing reason for your potential customer to take action your angle should be your unique features or benefits of your product why should consumers buy your product or service do you know what your audience responds to do you know why the market wants to respond your product have you had the chance to see it in action…
Escúchalo en el minuto 0:00
Pilot test setup: 5 angles × 10 ads = 50 ads, $100-200 budget, headline e imagen aburridos para aislar el copy
Mensaje y copywritingPilot House proven testing method: setup estructurado para encontrar angles winners. (1) Brainstorm 5 angles distintos. (2) Por cada angle, escribe 10 variaciones de copy. (3) Total: 1 campaign × 5 ad sets (1 per angle) × 10 ads = 50 ads. (4) Budget: $100-200/día — suficiente para comparar link CPCs sin overspend. (5) Headline aburrido + imagen aburrida (white background, product only) — la idea es aislar la…
in this module we're going to take you through the pilot house proven testing method this is the exact same method that we take every single client through when they come to us we've spent tens of millions of dollars in ad spend and we have decades of digital marketing experience that we've used to perfect this method do you have a brand new account or no pixel data that's no problem this also works for established accounts that are looking for new winners so here's the steps of the pilot house proven method you'll see brainstorm angles test copy and creative find winning angles build…
Escúchalo en el minuto 9:51
Mantén constante todo menos el copy: emojis, all caps, checklists rompen tu variable test
Mensaje y copywritingRegla crítica del pilot test: 'you want to try to be as consistent as possible in this test so you can go that route, but you want to make sure it's consistent across that route'. Si tu variable de test es el copy angle, no debes también testear emojis, all caps, checklists, formatting, etc. — porque no sabrás qué causó el resultado. Si quieres testear emojis, haz un test aparte solo de emojis (con o sin…
why the market wants to respond to your product have you had the chance to see it in action already get you know whether it's having campaigns live seeing a lot of testimonials on your website if you're at that stage then you can look to write copy with a bit more diversity in terms of the types of copy and the elements that play in the copy so what we're talking about are things like emojis which they're powerful they're great they're great eye-catchers they're great ways of breaking up long copy that you want people to engage all the way through with but they're also a potential lever that…
Escúchalo en el minuto 11:57
Medición y experimentosSetup crítico para hacer el test analizable: usa 'one ad per ad set' (50 ad sets para 50 ads, 1 ad cada uno). El beneficio: el nombre del ad set puede ser el angle name, permitiéndote filtrar y agregar resultados por angle fácilmente. Setup: naming convention = [AngleName]_[Copy#]_[Date]. Después, en Ads Manager: filter by name → 'starts with [AngleName]' → ves el aggregated performance de los 10 ads de ese angle…
i know a big thing is making sure your columns are organized and you're confident in what you're looking at a huge thing for us is when we're looking at what data signals should we look at because there's a lot of columns you could choose a lot of different things you could choose we typically lean into really what are and goals so in this testing link ctr link cpc i would suggest those over a cpc or a ctr because that could be someone clicking anywhere on the ad rather than clicking towards their your end goal which is getting results sales um or or you know leads or whatever that looks like…
Escúchalo en el minuto 29:46
Mide con link CTR/link CPC, no con CTR/CPC: clicks anywhere ≠ clicks hacia tu goal
Mensaje y copywritingPilot House explícit: 'link CPC or a link CTR over a CPC or a CTR because that could be someone clicking anywhere on the ad rather than clicking towards your end goal which is getting results, sales, or leads or whatever'. La distinción: (1) CTR (throughput rate) mide todos los clicks del ad, incluyendo el 'shop now' button, profile picture, see more, etc. (2) link CTR mide solo clicks que llevan al destination URL…
in this testing link ctr link cpc i would suggest those over a cpc or a ctr because that could be someone clicking anywhere on the ad rather than clicking towards their your end goal which is getting results sales um or or you know leads or whatever that looks like um but with so with this you'll want to get that set up you'll see in this screenshot here that we've got that organized and we're diving into the ad set as well so um you know when you look at the ad set level um you can get a sense of what's uh performing so you can use the naming filters um if you set it up with uh you know 50…
Escúchalo en el minuto 30:04
Nunca apilar audiencias en un mismo adset: cada interés debe tener su propio adset
Canales de adquisiciónEn la fase de testeo de audiencias de Meta Ads, se deben crear 30+ ad sets separados (uno por interés) con $5-15 por adset y sin apilar audiencias dentro del mismo conjunto. Apilar múltiples audiencias en un solo adset impide medir cuál interés específico genera el rendimiento observado, ya que no es posible determinar cuál de ellos contribuyó a la conversión. La lógica correcta es: combinar winning creative +…
an important thing here to note too is you do not want to stack audiences together you want to stack winning creative winning headlines and winning copy but you do not want to actually stack your audiences themselves and i'll show you an example of what i mean by that as we go here you want to run and separate each audience and each audience essentially is an interest you can refer to it as that way but you can run different types of audiences so anyways you're going to want to run with separate ad sets so you can ensure each audience is getting an even spend distribution then you're going to…
Escúchalo en el minuto 50:49
No digas lo que vendes: muéstralo a través de una experiencia concreta
Mensaje y copywritingUn ángulo no es simplemente describir el producto sino encontrar otra forma de hablar de él que conecte con los beneficios o dolores del cliente en una experiencia vivida o imaginada. Como dice la cita de Chéjov: no cuentes que la luna brilla, muestra el reflejo en un trozo de cristal roto.
an angle is a concept that a customer will resonate with in order to achieve a sale you're not just saying here's my product this is what it is you're finding another way to speak about your product that addresses the benefits or the pain points your angle should give a convincing reason for your potential customer to take action your angle should be your unique features or benefits of your product why should consumers buy your product or service do you know what your audience responds to do you know why the market wants to respond your product have you had the chance to see it in action…
Escúchalo en el minuto 0:00
Después del copy test, haz headline test con copy aburrido: el headline es el thumb-stopper en el feed
Mensaje y copywritingEl siguiente paso después de encontrar winning angles es testear headlines. Setup: copy aburrido (mismo en todos) + imagen aburrida + variable = headline. La razón: 'the headline is often the first thing someone would look at on Facebook anyways'. Si tu angle pasó el test, ahora quieres saber qué headline maximiza el stop-rate para ESE angle. Workflow: (1) del copy test, saca 2-3 winning angles, (2) por cada angle…
out that you could then be ready to combine with more headlines and more creative thanks so much for listening to this lesson looking forward to seeing you in the next one wrong size wrong color didn't look right in the living room there are hundreds of reasons your customers return products but returns don't have to be goodbyes they can be an opportunity to complete the shopping experience built exclusively for shopify loop lets you create a delightful return experience to attract and retain more customers by making it easy for your customers to find products they love they'll come back…
Escúchalo en el minuto 26:26
Analizar por qué falló un ángulo revela objeciones ocultas del cliente
Medición y experimentosCuando un ángulo no funciona, la pregunta clave es por qué. Identificar la objeción latente detrás del rechazo —por ejemplo, si el ángulo está posicionado de una forma que genera desconfianza— permite redirigir la estrategia creativa hacia una dirección más efectiva. Este análisis de fracasos tiene tanto o más valor que celebrar lo que funcionó. Las primeras señales de bonus (add-to-cart, leads) también funcionan…
why behind it and then as mentioned in the other example choose your top two to three angles to test so when we're thinking about the why behind it you know you can think of all the different scenarios for a customer so for example um you know if a certain angle didn't work what might be an objection to that angle d is that likely a bigger flag because of the way that that angle is positioned if that's the case okay maybe we should focus in a different direction different details like that that's one example there's lots of different reasons to go through and this is still a full process…
Escúchalo en el minuto 32:49
Lee los datos del test en cascada: link CPC + link CTR primero, luego add-to-cart y solo después purchases
Medición y experimentosEl framework de análisis del pilot test es en cascada, no en una sola métrica. Paso 1: mira el average link CPC del test. ¿Está dentro del rango esperado? Si el test average es $0.12 con desviación baja ($0.50 vs $0.05), el angle tiene tracción general. Paso 2: link CTR — complementa el CPC, si CPC es bajo pero CTR es alto, el angle resuena en el top del funnel. Paso 3: add-to-carts — si tienes volume (50+…
so a huge part of this is knowing where to look and how to do it so the biggest thing i can suggest at this point is get comfortable setting up custom columns in facebook that's going to help you take a look a good starting point is the performance and clicks default set of columns and then you can go in and edit those and add the different elements like add to cart check initiated row as purchases cost per purchase things like that to it as you go you want to have a good flow of columns you're confident looking at that makes it all so much easier to take a look and get comfortable with the…
Escúchalo en el minuto 19:41
Método 5×10: testa 5 ángulos con 10 variaciones de copy cada uno en 50 ads
Mensaje y copywritingEl método Pilot House funciona en 5 pasos: idear ángulos, escribir copy, testarlos, encontrar ganadores, y luego testear headlines y creativo por separado. Para el test inicial de copy se usan 5 ángulos con 10 variaciones de copy cada uno, lo que da 50 combinaciones. Se corre con imagen y headline aburridos para que solo el copy decida. Después se replica el mismo método para headlines. Cada ángulo es aditivo y no…
proven method you'll see brainstorm angles test copy and creative find winning angles build creative and audience testing let's take a closer look at how to establish your angles so here's some angle examples founder story product benefits product features discount focused when applicable and what makes your product unique your angle should give a convincing reason for your potential customer to take action your angle should be your unique features or benefits of your product always ask yourself why should consumers buy your product or service so as you start building you're going to want to…
Escúchalo en el minuto 10:28
Las señales bonus (add-to-cart, checkout, compra) son más valiosas que el CPC o CTR genérico
Medición y experimentosEl CPC y CTR generales miden clics en cualquier parte del anuncio, no hacia el objetivo final de ventas o leads. En cambio, las señales bonus como add-to-cart, checkouts iniciados y compras indican comportamiento real hacia la conversión. Cuando un anuncio tiene bajo CTR pero alto CPC y genera add-to-cart, eso es más valioso que uno con alto CTR pero sin señales de intención. El framework correcto prioriza métricas…
those are the ones that really are going to add a lot of value to your profitability goals ultimately when you're measuring and looking at how you can optimize so those are the ones to focus on the big thing here is you know it isn't ctr because that could be someone clicking anywhere on the ad rather than clicking towards their your end goal which is getting results sales um or or you know leads or whatever that looks like um
Escúchalo en el minuto 30:09
Analiza los perdedores también: 'why didn't it work' para iterar los angles con hypothesis-driven copy
Medición y experimentosDespués de identificar winners, no ignores los losers. La pregunta clave: 'why didn't it work?'. Hipótesis comunes: (1) el angle estaba positioned mal — copy, no angle, es el issue, (2) el angle apela a un customer que no es parte de tu demo target, (3) el benefit prometido no es un pain point real, (4) el audience está saturado de este angle. La mecánica: 'you can think of all the different scenarios for a customer…
know you can think of all the different scenarios for a customer so for example um you know if a certain angle didn't work what might be an objection to that angle d is that likely a bigger flag because of the way that that angle is positioned if that's the case okay maybe we should focus in a different direction different details like that that's one example there's lots of different reasons to go through and this is still a full process where there are multiple steps to it to really uncover all the different data points so a big question to ask too is you know are there any sub-angles that…
Escúchalo en el minuto 32:56
Setup rules y spend caps en Meta: evita quemar budget en ads que no van a convertir antes de iterar
Medición y experimentosPilot House setup operativo: setup rules y spend caps en Meta ads manager ANTES de lanzar. (1) Stop gap rules: si un ad alcanza X clicks o X spend, pausa automáticamente — evita que un ad perdedor queme el budget diario completo. (2) Spend check rules: cuando un ad está en track (por encima de tu link CPC threshold), dale más room para que demuestre consistencia. (3) Daily budget distribution: asegúrate de que todos…
probably looking at 10 ads per angle five angles 50 ads and then you want to run your ad set budget to start spending accordingly before you launch consider setting up some spend check rules or stop gap rules remember you're going to be breaking these ads out further you're not likely to use only this campaign because your headline and your creative will be boring you don't want that at the end point when you're looking to scale so there are more steps to follow so a rule means you won't spend your full budget and it won't keep going on that daily budget so we would suggest setting up a rule…
Escúchalo en el minuto 17:19
Time tu test en el momento más fuerte de tu customer: weekends, mornings, evenings — los bonus signals importan
Canales de adquisiciónDetalle operacional que muchos marketers overlook: el timing del test afecta la calidad de la data. Reglas: (1) si tu e-commerce vende más los weekends (cuando la gente tiene tiempo libre), testea viernes-domingo para capturar el peak traffic. (2) Si tu buyer es B2B (marketers, founders), testea lunes-miércoles en horas de trabajo. (3) Para CPG, evenings suelen ser más fuertes. La razón: en un pilot test necesitas…
you want and then your testing time frame which typically would be at least a couple of days think about when you might want to test it where is the most valuable data going to come is your are you working with an e-commerce brand that typically sells things on the weekend when people have that extra time or is it monday morning when it does really well is it the evening when it does really well think about these details and think about where you want to test for the most invaluable data you might want to lean into where you think you're going to get the most bonus signals at this stage like…
Escúchalo en el minuto 18:36
Los comentarios positivos en los anuncios de Meta son señales que reducen el costo de distribución
Canales de adquisiciónMeta rewarding engagement signals: when an ad receives positive reactions and comments, the algorithm interprets it as valuable content and is likely to reduce its cost. This happens because the platform itself wants to encourage the actions that benefit its ecosystem — likes, shares, saves — and passes those rewards on to the advertiser in the form of lower CPM and CPC. Therefore, monitoring comments and reactions…
ultimately in the algorithm if you get more post reacts and more comments and things like that um there is a good chance that those ads could be rewarded and see their costs decrease because it's encouraging the actions that facebook also wants to see on the platform um so those are things to consider and look into as well and you want to pick the top two or three angles you want to move forward with um
Escúchalo en el minuto 34:02
Mensaje y copywritingCuando el newsletter del DTC Podcast cambió su tagline a ‘sound smarter in meetings’, automáticamente atrajo solo a personas en posiciones de marketing dentro de empresas y el CPA cayó a la mitad. Un headline que articula una identidad específica no solo capta atención: filtra dónde está tu mejor audiencia, reduciéndote el costo por acción de forma orgánica.
about getting subscriptions for d2c newsletter when we we started using the tagline like sound smarter in meetings with your boss you know and that automatically just that creative angle it just automatically targets the exact right people people in marketing positions in in companies and then that exact idea of like this newsletter will help you sound smarter to your boss at your job that one thing just unlocked you know yeah your cpa has dropped in half from what i remember and i also remember you expanded that it was be the smartest person in the room be the smartest marketer in the room…
Escúchalo en el minuto 8:26
El ángulo del lunchbox: vender la identidad del padre, no las necesidades del niño
Mensaje y copywritingUn caso real: para vender un lunchbox, el ángulo ganador fue ‘tu hijo podrá llevar Steak caliente y los otros niños lo van a envidiar’. El niño no tiene tarjeta de crédito ni sabe que quiere bragarse; el padre quiere sentirse un buen padre comparándose con otros padres. El ángulo toca la identidad parental, no la preferencia del niño, y eso es lo que genera la decisión de compra.
worked specifically best about this was getting right into the thought process of someone who'd buy this and specifically it was this will enable your child to take lunches that make the other kids jealous so specifically about a lot you know this lunch box will allow your kid to take a sizzling steak and just and then it's there's so many levels on that it's like i want my child to feel special and then then you get into the head of the child that's like i want you know to feel like i've got the best lunch at all of school and the real truth is is that there's a gap there because the kid…
Escúchalo en el minuto 5:15
Incluir contenido generado por usuarios y formatos meme entre los creativos de prueba
Mensaje y copywritingAl probar creativos en Meta Ads o TikTok, la agencia combina formatos variados: estático, GIF, UGC (contenido generado por usuarios), carrusel, testimoniales con overlay y video. Los formatos UGC y estilo meme, aunque parecen poco serios, han generado resultados sólidos en la práctica. Usar 5 a 10 creativos específicos por ángulo permite aislar qué formato funciona mejor y evitar depender solo de lo que parece…
ones that we typically lean into at pilot house are static gif user generated content ugc carousel testimonials overlay and which is either a testimonial video type situation or you're overlaying a testimonial on a lifestyle or static image and then video content as well thing um this again we've seen a lot of success with these styles of ads across the agency so this is a contrasting style to um some of those other ones and then even more contrasting is ugc content here so that data
Escúchalo en el minuto 39:23
Los emojis y elementos decorativos contaminan las pruebas de copy separando la señal del ruido
Medición y experimentosSi pruebas copy con emojis contra copy sin emojis, el emoji se convierte en la variable que explica el click y no puedes saber qué parte del copy está funcionando. Esto invalida el test cuando el objetivo es identificar qué USP o qué gancho específico está generando la respuesta. Mantén los elementos decorativos consistentes durante la prueba de copy para aislar la variable.
like emojis which they're powerful they're great they're great eye-catchers they're great ways of breaking up long copy that you want people to engage all the way through with but they're also a potential lever that could be influencing a click more heavily than other elements in the copy especially if you're testing some copy with and some copy without it can essentially break your variable testing when you're really trying to get to the root of you know what usp is it that people are responding to what hook is it that people are responding to the the kind of core of what this test is really…
Escúchalo en el minuto 12:22
Presupuesto de $100-200 por test run para pruebas de copy y ángulos en Meta
Canales de adquisiciónEl budget recomendado para un test de ángulos y copy en Meta Ads es de $100 a $200 por test run. Es suficiente para generar el volumen de clicks necesario para comparar variables y ver señales de add-to-cart y checkout, pero no tanto como para desperdiciar mucho dinero antes de identificar qué funciona.
your budget so typically for a test like this um an average budget would be something like a hundred to two hundred dollars it's enough to get um the volume of clicks that were look link clicks that we're looking to compare as well as the other data points probably some bonus data points too but it's also not so much you're gonna you're gonna be overspending um on uh at the point where you know it's before you're likely to start getting a lot of sales quickly uh from this portion of the test um in terms of audiences typically we'd suggest uh standardize your audience that you're using in this…
Escúchalo en el minuto 16:00
Posts con muchos comments/reactes = reward del algoritmo: revisa comments en ads como bonus signal
Mensaje y copywritingPilot House incluye un signal que muchos marketers overlook: post reactions y comments en los ads. 'Ultimately in the algorithm if you get more post reacts and more comments and things like that, there is a good chance that those ads could be rewarded and see their costs decrease because it's encouraging the actions that Facebook also wants to see on the platform'. La mecánica: Meta quiere users engaged, y un ad que…
well um you'll see if you see positive or negative and maybe which ads have the most reactions because ultimately in the algorithm if you get more post reacts and more comments and things like that um there is a good chance that those ads could be rewarded and see their costs decrease because it's encouraging the actions that facebook also wants to see on the platform um so those are things to consider and look into as well and you want to pick the top two or three angles you want to move forward with um think as well like it's valuable if you're running the same type of sub angle or copy…
Escúchalo en el minuto 33:56
Benchmark de un test exitoso: CPC promedio 12 centavos y CTR 3.16% en Meta
Medición y experimentosEn un caso real documentado en el video, un test de copy con objetivo de conversión en Meta obtuvo un CPC promedio de 12 centavos de dólar y un CTR promedio de 3.16%. Estos números representan calidad de tráfico fuerte para una audiencia de conversión y sirven como benchmark para evaluar si los ángulos están funcionando bien o si hay que pivar.
had an average link cpc of 12 cents with an average click-through rate of 3.16 percent that's quite strong um this brand decided to use a conversion campaign because they've been running for a while and they really wanted to look for fresh angles to explore given some changes in performance and knowing that they were moving into a new a new season of the year and different elements like that a 12 cent cost per click average what is cute for example in terms of the angle they explored it's right on average let's look at where those adds to cart came from are there any clear patterns here
Escúchalo en el minuto 21:14
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