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Alexander Ferenczi EXPOSES Facebook Ads Secrets You Never Knew
21 ideas de marketing sacadas de «Alexander Ferenczi EXPOSES Facebook Ads Secrets You Never Knew», de Professor Charley T. Sobre todo de medición y…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 34 min
- Publicada en 2024
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Validar experimentos por tamaño de muestra y no por plazos fijos de días
Medición y experimentosLas decisiones sobre el rendimiento de una prueba o campaña publicitaria deben tomarse únicamente al alcanzar un tamaño de muestra estadísticamente representativo, evitando cortar los tests por reglas temporales arbitrarias como los periodos fijos de 7 días.
and hey we're not willing to get to the next step until that data is a sample size that's qualified enough for us to make a decision not because hey we test it for seven days no scientist just test for seven days because it's seven days yeah based off the samp size of the data
Escúchalo en el minuto 13:14
Medición y experimentosAntes de recurrir al testeo dinámico de creatividades o a microvariaciones superficiales (como cambiar solo el botón de llamada a la acción), se deben identificar y probar conceptos y ángulos de venta completos dirigidos a las necesidades del cliente.
people that are AB testing but they have two different variables in the ad or three different variables and they they're AB testing the the call to action button that's not a real AB test is understanding your customer having Concepts that are sales pitches for them hey I test but they'll go right into Dynamic creative testing without taking that step earlier well let's figure out what's the concepts that are worth testing at this
Escúchalo en el minuto 11:52
Evaluar la rentabilidad de adquisición mediante CAC combinado y retención en vez de CPA directo
Medición y experimentosEn lugar de optimizar únicamente para el CPA o ROAS visible dentro de la plataforma de anuncios, se debe evaluar el costo combinado de adquisición (Blended CAC) y el valor de vida del cliente (LTV); esto permite asumir un costo mayor o incluso pérdidas en la primera compra si el sistema de email/SMS asegura recompras periódicas rentables.
the larger ecosystem right it's not just what's your CPA on Facebook right what's CAC on Facebook or what's your Raz on Facebook what's your Blended cost to acquire somebody and what's your Blended return on investment on your ad spend so that if we can get the sale on Facebook and maybe it's three times what the client expects it to want to be but understand that we could have an email sequence or an SMS sequence the lifetime value is going to be six purchases a year we'll take the loss on the first one because client and and customers already have the confidence that they know that their…
Escúchalo en el minuto 6:07
Desactivar la dependencia de anuncios de pago para la recompra
Canales de adquisiciónUn negocio no debe depender exclusivamente de anuncios pagados para subsistir ni pagar pauta para que clientes recurrentes vuelvan a comprar; es indispensable trazar un plan para construir canales propios de comunicación y retención.
I loved was if your business needs Facebook ads to survive it's not a business right that's right yeah where is all right you might need Facebook now that's cool let's work on a 90-day plan to get you off of the addiction to Facebook ads yeah still need them but let's work on other medium other channels other communication methods to reach your customers because someone's already bought three times from you we don't need to serve them an ad to buy a fourth time sure yeah and I love it and
Escúchalo en el minuto 19:02
ConversiónNo se debe invertir presupuesto en tráfico pagado sin antes haber resuelto la calidad de la landing page, el copy y la oferta; dirigir tráfico hacia un producto o sitio deficiente solo amplifica el gasto sin generar conversiones reales.
look I'm not even gonna take your money until we I can make the best openhouse sign strategy for you but let's fix this house before we get some viewers to come because you're not going to get any good offers on this property no you're going to just spend a whole bunch of time and money letting everybody know you got a piece of [ __ ] on the market exactly so
Escúchalo en el minuto 22:10
Medición y experimentosAl priorizar el impacto en el negocio global y el valor del cliente en lugar del ROAS directo en la plataforma, una marca escaló su inversión en Facebook de $8,000 diarios (a ROAS 2.5x) a entre $30,000 y $50,000 diarios (operando a ROAS 0.8x en plataforma), pasando de $8M a $95M anuales en dos años gracias al backend y la retención.
like I I brought a brand personally they were running at 2 and a2x at 8K a day we got to 30 to 50K a day because we ran Facebook at a 08 and they went from 8 million to 95 million in two years yeah
Escúchalo en el minuto 9:02
Medición y experimentosAl priorizar el impacto en el negocio global y el valor del cliente en lugar del ROAS directo en la plataforma, una marca escaló su inversión en Facebook de $8,000 diarios (a ROAS 2.5x) a entre $30,000 y $50,000 diarios (operando a ROAS 0.8x en plataforma), pasando de $8M a $95M anuales en dos años gracias al backend y la retención.
like I I brought a brand personally they were running at 2 and a2x at 8K a day we got to 30 to 50K a day because we ran Facebook at a 08 and they went from 8 million to 95 million in two years yeah
Escúchalo en el minuto 9:02
ConversiónAl presentar propuestas a dueños de negocios, recurrir a tecnicismos genera desconexión y desinterés; es mucho más efectivo mostrar una metodología documentada que explique visualmente el proceso y los criterios bajo los cuales se tomarán las decisiones.
show that shows the meth methology which was for me a challenge in my early pitching days on the on the entrepreneur route which is how do I connect with a business owner right you're trying to flex that you know your stuff so you're using the lingo they don't understand they don't care right they don't understand they don't care so it's it's being able to show them in a documented way here's the process here's how we're going to make decisions this is why we're going to make decisions and I
Escúchalo en el minuto 29:26
ConversiónAl presentar propuestas a dueños de negocios, recurrir a tecnicismos genera desconexión y desinterés; es mucho más efectivo mostrar una metodología documentada que explique visualmente el proceso y los criterios bajo los cuales se tomarán las decisiones.
show that shows the meth methology which was for me a challenge in my early pitching days on the on the entrepreneur route which is how do I connect with a business owner right you're trying to flex that you know your stuff so you're using the lingo they don't understand they don't care right they don't understand they don't care so it's it's being able to show them in a documented way here's the process here's how we're going to make decisions this is why we're going to make decisions and I
Escúchalo en el minuto 29:26
Las campañas de tráfico en Facebook optimizan para mirones, no para compradores
Canales de adquisiciónConfigurar campañas publicitarias con el objetivo de tráfico o clics en el enlace hace que el algoritmo optimice la entrega hacia usuarios propensos a hacer clic ('window shoppers') en lugar de hacia compradores potenciales, disparando la tasa de rebote si no se mide la calidad de las visitas.
traffic campaign got a link click out a dollar a link click mind you they're not calculating landing page views so the bounce rate's crazy and then I'll add a layer to that where they think that the Facebook system is optimizing for buyers when you're using a traffic campaign you're just you're optimizing for a bunch of window Shoppers right yeah so
Escúchalo en el minuto 25:12
Alinear las promociones y volumen publicitario con la capacidad operativa de entrega
Canales de adquisiciónGenerar picos masivos de ventas mediante agresivos descuentos en campañas pagadas sin contar con la capacidad logística de cumplimiento daña la experiencia del cliente y arruina las puntuaciones de satisfacción en plataformas publicitarias, comprometiendo la continuidad del negocio y de la cuenta de anuncios.
I was like hey you realize you're teaching everybody you're you're instructing your clients to like run a discount to make a bunch of sales on Black Friday but they're not going to be able to fulfill their orders and the response is like is shipping our problem and I was like no but when your client can't advertise on Facebook because you tanked their ability to have a positive relationship and they're not your client anymore because they're not in business anymore that sure as hell is your problem like you need to have
Escúchalo en el minuto 7:47
Enfocar el backend y la retención en el segmento mayoritario que mejor convierte
Investigación de mercado y clienteUna vez identificada la tipología de cliente que representa la gran mayoría de las ventas consistentes (por ejemplo, el 80%), se deben alinear los esfuerzos posteriores y de fidelización en aumentar el valor de vida de ese grupo específico en lugar de diversificar esfuerzos en ofertas secundarias con bajo rendimiento.
I realize eight out of 10 what I really do I'm really good at writing an ad to sell a minivan so eight out of 10 of the customers are minivan buyers what am I going to do on my back end is I'm going to focus on that mini band buyer how do I get them to buy two or three more and then my business two or three x's on 80% of my data set and I'm scaling I don't
Escúchalo en el minuto 23:08
Canales de adquisiciónEn lugar de realizar ajustes diarios continuos basados en suposiciones y ego, los anunciantes obtienen mejores resultados al permitir que los algoritmos de la plataforma optimicen la entrega y hagan el trabajo pesado de distribución.
also the mindset of how many changes do you need to do a day you don't need to overthink it let the machine work for you gain the confidence in the system that Zuckerberg and his team has built which is an incredible machine and stop trying to put your ego into the machine and your assumptions that are only going to backfire you so getting that
Escúchalo en el minuto 3:17
Canales de adquisiciónEn lugar de realizar ajustes diarios continuos basados en suposiciones y ego, los anunciantes obtienen mejores resultados al permitir que los algoritmos de la plataforma optimicen la entrega y hagan el trabajo pesado de distribución.
also the mindset of how many changes do you need to do a day you don't need to overthink it let the machine work for you gain the confidence in the system that Zuckerberg and his team has built which is an incredible machine and stop trying to put your ego into the machine and your assumptions that are only going to backfire you so getting that
Escúchalo en el minuto 3:17
Medición y experimentosLa estrategia y optimización de pauta deben comunicarse y evaluarse mediante el método científico y métricas de negocio (incrementabilidad, costes, rentabilidad neta) en lugar de prometer anuncios mágicos o apoyarse en tecnicismos de plataforma.
yeah 99% of the people pitching to you are telling you that they know they don't even know your customer's name they don't know how many customers you have they don't know what your annual recurring is they don't know what your cost of good sold is but they're telling they already know the winning ad for you yeah I'm not promise that but what I can promise you is I know how the ecosystem works I have a framework in place that is proven to deliver winning ads and by have conversations with business business owners that never use the word campaign adet audience hack test like if you can get rid…
Escúchalo en el minuto 15:20
Medición y experimentosOptimizar la pauta publicitaria para captar ventas en el primer día genera un mayor volumen de clientes de alta calidad y reduce la atribución engañosa o inflada de conversiones que ocurrieron de forma orgánica tiempo después.
slapping you if someone doesn't take an action within a day of seeing your ad why are you taking credit for that it's it's you didn't drive the action maybe truly works yeah and if you get better at getting those sales on day one what people they get better too because you're driving a higher volume of higher quality customer like why not make it
Escúchalo en el minuto 10:03
Estrategia de contenidosPublicar contenido educativo valioso y directo sin barreras de entrada (como descargas obligatorias de eBooks o captación de correos) construye confianza rápida y permite que los prospectos lleguen al punto de venta listos para comprar.
reels saw all the value you're putting out straight facts straight fire no eBook download email exchange required no credit card required right yeah I was like Charlie's genuinely actually helping the world cuz he wants everyone to succeed um when that happened I don't even think we spoke for more than five minutes it was like hi how are you I ready to buy and I could say that were
Escúchalo en el minuto 2:18
Estrategia de contenidosPublicar abiertamente el 'cómo' y los fundamentos en contenido orgánico gratuito prepara y cualifica a los clientes potenciales, permitiendo que lleguen a los productos formativos o servicios avanzados con el nivel de conocimiento adecuado para obtener resultados rápidos.
Secret Sauce is given to you on day one and honestly it's not even hidden from you before day one I'd say to anyone who's got an objection on signing up just keep watching Charlie's free organic content you'll come around eventually like the organic content is valuable enough where if someone is discovering this video for the first time I would tell them don't sign up for the course like just get in on the library that's on YouTube on Instagram reals follow them on Twitter digest that got to be willing able and already educated to a certain level and I think if someone starts off with your…
Escúchalo en el minuto 28:06
Mensaje y copywritingPresentar datos y marcos estratégicos acompañados de historias concretas y experiencias pasadas permite fijar conceptos abstractos, demostrar viabilidad práctica y facilitar que la audiencia asimile y replique los aprendizajes.
with Charlie is the story time right the actual real life examples that put the proof in the pudding s to speak where we got all this data we're talking about the strategy we're going through the formation of that but being able to actually have a story that we can later digest and that we can later share again not as our own story but hey an example of this would be X Y and Z right being able to really bring that story to life through your past experiences is something that a lot of people don't
Escúchalo en el minuto 31:45
Canales de adquisiciónLas restricciones de seguimiento (como los cambios de iOS 14) no destruyen los negocios sostenibles, sino que eliminan las estrategias de arbitraje y anuncios deficientes que dependían exclusivamente de la hipersegmentación algorítmica sin fundamentos comerciales.
response to that is well not if your business is good and if you use Facebook yeah hottest take of 2021 ios4 didn't ruin marketing for small businesses it put the scammers out of business that's what 21 did with iOS 14 because if you look online the only people complaining about iOS 14 are the people that aren't able to keep up with the changes and they were just abusing a very efficient market like Facebook and the saturation the competition caught up to them and now they can't force feed those bad ads
Escúchalo en el minuto 23:43
Volumen de inversión publicitaria acumulada en cuentas de paid media
Canales de adquisiciónUn profesional de paid media de escala gestionó más de 250 millones de dólares en presupuesto publicitario a lo largo de una década, con cuentas individuales que superaron los 159 millones de dólares en inversión.
business for nearly a decade and spending you know at least a quarter billion dollars I was looking at some screenshots some ad accounts and there's a couple hundred million I forgot about screenshot of what I had done since 2018 and the biggest ad account was 159 million I was one of them and I was just
Escúchalo en el minuto 32:21
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