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Are You Making These Facebook Ads Mistakes That Are Costing You Money?
21 ideas de marketing sacadas de «Are You Making These Facebook Ads Mistakes That Are Costing You Money?», de Professor Charley T. Sobre todo de canales…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 45 min
- Publicada en 2024
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Canales de adquisiciónConsolidar la cuenta publicitaria en una sola campaña CBO con segmentación broad, combinando post IDs ganadores y creativos dinámicos, ayuda a alimentar mejor el algoritmo, reducir CPMs y acceder a inventario de mayor calidad en el feed.
my optimal Facebook ad account setup is basically a single campaign with an adet targeting bra with my winning post IDs and one or two Dynamic creatives uh putting into there to give Facebook better quality options to for me as an Advertiser to provide content that meets their business needs of attracting attention so that ultimately I'm improving my cpms over time and Facebook effectively gives me also something we didn't talk about but I'm getting the second ad in the feed not the ad that shows up 15 minutes into a doom scroll because I'm a higher quality Advertiser not only is my inventory…
Escúchalo en el minuto 32:37
Canales de adquisiciónAl iniciar campañas en cuentas nuevas o de clientes recientes, comenzar con audiencias por intereses y públicos similares (lookalikes) durante las primeras dos a cuatro semanas permite capturar resultados tempranos rápidos; a medida que la cuenta acumula miles de conversiones y el algoritmo madura, se debe realizar la transición gradual hacia segmentación amplia (broad targeting) para maximizar el rendimiento a…
we launch new campaigns we still do see you know let's say over the first 14 days we still do see better results sometimes with lookalike audiences or interests um or other detailed targeting options as opposed to going broad the but yeah we will retest because we know that as that account matures as we get more conversions registered in it we are more likely to move towards broad once that account is generated let's say thousands of conversions we're almost certainly going to be broad targeting at deprecate more and more of those bro get smarter and smarter and eventually just transition to…
Escúchalo en el minuto 40:28
Canales de adquisiciónAl iniciar campañas en cuentas nuevas o de clientes recientes, comenzar con audiencias por intereses y públicos similares (lookalikes) durante las primeras dos a cuatro semanas permite capturar resultados tempranos rápidos; a medida que la cuenta acumula miles de conversiones y el algoritmo madura, se debe realizar la transición gradual hacia segmentación amplia (broad targeting) para maximizar el rendimiento a…
we launch new campaigns we still do see you know let's say over the first 14 days we still do see better results sometimes with lookalike audiences or interests um or other detailed targeting options as opposed to going broad the but yeah we will retest because we know that as that account matures as we get more conversions registered in it we are more likely to move towards broad once that account is generated let's say thousands of conversions we're almost certainly going to be broad targeting at deprecate more and more of those bro get smarter and smarter and eventually just transition to…
Escúchalo en el minuto 40:28
Canales de adquisiciónEn cuentas publicitarias iniciales o con poco historial, conviene probar en paralelo segmentación abierta (broad), intereses y públicos similares (lookalikes) para identificar qué opción produce el menor coste por conversión a corto plazo, reevaluando la segmentación abierta a medida que el píxel y la cuenta maduran.
um often the way we will structure a campaign when we first start working might create you know multiple targeting options and run them simultaneously run a broad targeting option an interest or two lookalikes and we will often go with the ones that we see produce the best results now we will retest because we know as an account matures we're likely to see better results with the broader options but we will often test like that and we still do see some accounts perform better not with a broad targeting option and that's measured on a pretty shortterm cost per conversion basis usually um that…
Escúchalo en el minuto 36:26
Canales de adquisiciónEn cuentas publicitarias iniciales o con poco historial, conviene probar en paralelo segmentación abierta (broad), intereses y públicos similares (lookalikes) para identificar qué opción produce el menor coste por conversión a corto plazo, reevaluando la segmentación abierta a medida que el píxel y la cuenta maduran.
um often the way we will structure a campaign when we first start working might create you know multiple targeting options and run them simultaneously run a broad targeting option an interest or two lookalikes and we will often go with the ones that we see produce the best results now we will retest because we know as an account matures we're likely to see better results with the broader options but we will often test like that and we still do see some accounts perform better not with a broad targeting option and that's measured on a pretty shortterm cost per conversion basis usually um that…
Escúchalo en el minuto 36:26
Las estructuras simples de anuncios enfocan la atención en la oferta y la creatividad
Canales de adquisiciónReducir la complejidad técnica de la cuenta de anuncios (abandonando embudos hiperfragmentados de múltiples pasos) permite centrar el esfuerzo en los factores que realmente determinan el éxito: la oferta y las piezas creativas que ve el usuario.
setup I do believe in simpler account structures you know I first started advertising on Facebook the end of 2013 and sort of 2014 2015 it was all about the nin step they a video B video C video you and I was always a bit skeptical of that and that's certainly not something that we would set up you know um anymore so we would have a simpler structure I do think that one of the big advantages of simpler structures the things that that does do is it does really focus the mind right it focuses the mind on the parts that are going to be more important to your success in the platform which going…
Escúchalo en el minuto 34:00
Priorizar retargeting forzado en ventas flash de corta duración sin historial de cuenta
Canales de adquisiciónEn promociones de muy corta duración (como ofertas flash de 3 días) para negocios con audiencias templadas grandes pero poco historial en Meta Ads, conviene concentrar el presupuesto en retargeting directo, ya que el algoritmo no tiene suficiente tiempo ni datos para encontrar a los compradores por sí solo.
difference so if for example we were running a 3-day Flash sale for a business that has let's say large warm audiences but is relatively new to Facebook and Instagram advertisers they don't have a lot in their ad account yet circumstances I would want to be pretty retargeting heavy in terms of the budget split we're going to hit the people that there's not I I don't have enough faith in meta's targeting systems for them to able to find those people during that
Escúchalo en el minuto 8:54
Medición y experimentosEvaluar anuncios únicamente mediante ROAS o CPA individual es engañoso; la publicidad (especialmente con segmentación amplia) debe medirse por su levantamiento incremental (lift) sobre los ingresos totales y el impacto en canales indirectos como búsqueda u orgánico.
is I find that people do that in a way that is fairly flawed and that I don't know most marketers I talk to don't look at the incremental lift of their advertising instead they're looking at the results by ad or by ads set or by response was well what was the impact on this ad's impact is on the rest of our business and my reply to that is well then you don't have any data in order to make that determination because your CPA your Raz isn't necessarily incremental sales volume incremental Revenue uh you went broad Facebook said you made Let's Be hyperbolic no sales but your Revenue keeps going…
Escúchalo en el minuto 22:43
Canales de adquisiciónUn error común al migrar a segmentación amplia (broad targeting) es apagar todo de golpe esperando resultados inmediatos; el algoritmo de Facebook requiere tiempo de aprendizaje para optimizarse y operar con eficiencia en ese nuevo entorno.
Facebook's machine learning algorithm you've invested heavily in teaching it think of it as an employee you've invested heavily in teaching that employee to do a job very well and now one of the things I see people do all the time it's a big mistake is they just turn off everything they have and they run Broad and they're like well this is way less efficient and then they say it doesn't work like we're talking about training the machine do the job really well but two I
Escúchalo en el minuto 21:09
El valor medio del cliente condiciona la agresividad del retargeting y la tolerancia al coste por lead
Canales de adquisiciónEn negocios de alto ticket con márgenes elevados, la estructura publicitaria debe forzar impresiones y retargeting agresivo, ya que el margen permite tolerar que el coste por lead se duplique o triplique con tal de captar clientes cualificados, a diferencia de negocios de bajo ticket donde esta práctica destruye la rentabilidad.
different businesses need different structures and then that informs the ad account so like we said with the really highend service providers I'm going to force some Impressions on certain stuff because if we're advertising you know a home remodeling business and their average customer value is a quarter of a million dollars we don't care if the cost per lead doubles or triples we want that quality so sure in that use case you're smashing retargeting aggressively because the margin is allowing you to do whereas with other businesses you know if we're selling $20 e-commerce products no we're…
Escúchalo en el minuto 35:11
Usa retargeting de contenido y confianza para ventas de alto valor o de decisión diferida
Canales de adquisiciónPara servicios de alto precio o decisiones que dependen de circunstancias vitales específicas (como servicios legales o consultoría high-ticket), conviene configurar audiencias de retargeting explícitas (visitas a la web o lista de emails) con contenido demostrativo y testimonios sin exigir una conversión inmediata, manteniendo presencia constante hasta que el cliente esté listo para comprar.
so I think where it becomes particularly important in it is in ad accounts where you're advertising something where building that relationship with the prospect becomes more and more important that right yeah but if we're advertising you know a $20,000 service I think the opportunity there is and sort of the need for it really to get multiple exposures of whatever it is that you provide to your Prospectors there and I think that with retargeting we're able to do that more more accurately and be more confident that we're going to hit specifically retarget we can be more confident we're…
Escúchalo en el minuto 2:08
Impactar con testimonios antes de la llamada comercial para elevar la tasa de cierre
ConversiónEn ventas complejas o de alto valor con equipo comercial, forzar impresiones de retargeting con testimonios y casos de éxito prepara al prospecto y eleva la tasa de conversión en la llamada, justificando asumir un CPM más alto en la plataforma de anuncios.
they're going to see some client testimonials because I know that when that business's sales team gets on a phone with them they're probably more likely to convert you might help with example we're advertising something relatively expensive and the primary objective was something like lead quality which you know would be then by sort of forcing you know add impressions of client testimonials um how the service is delivered um videos that show people who had a nightmare situation just like your potential prospects have that sort of stuff by forcing those Impressions it's going to cost more…
Escúchalo en el minuto 10:05
El retargeting agresivo a CPMs altos puede encarecer los costos publicitarios generales
Canales de adquisiciónInvertir una porción alta del presupuesto en retargeting con CPMs elevados y alta frecuencia impacta negativamente a la mayoría de usuarios que aún no están listos para comprar, lo que deteriora la experiencia del usuario y puede terminar elevando los costos publicitarios en todo el embudo.
unit economics is that we targeting pound CPM and retargeting audience is a let's say 40 pound CPM just to keep it I'm investing more money at a higher cost per inventory and a higher frequency creating negative experience for people sort of at scale so if I know see my advertising and I'm paying more creating a majority of negative my experience that tends to raise my cost of advertising even for my top of
Escúchalo en el minuto 6:26
Medición y experimentosDado que el viaje del cliente dura desde semanas hasta décadas y los puntos de contacto difieren drásticamente para cada usuario, es virtualmente imposible modelar con exactitud el crédito que corresponde a cada canal en el recorrido individual.
know I I always tell people the average customer journey is weeks or decades problem is every customer Journey profile is different right you and I might buy the exact same thing but that touch point of the Facebook ad and the YouTube ad and the search and the email are all widely different so it's effectively impossible to truly model each individual customer journey to say who gets credit for what um and I hear
Escúchalo en el minuto 30:13
Un público similar del 1% opera en la práctica como una exclusión del 99% del mercado
Canales de adquisiciónConfigurar un público similar (lookalike) del 1% funciona técnicamente como una exclusión del 99% del mercado potencial basada en datos con tasas de coincidencia imperfectas, lo que incrementa los costes de entrega y limita innecesariamente el alcance frente a segmentaciones más abiertas.
turned to view you a 1% look alike is effectively a 99% exclusion and I'm doing that basically saying Facebook here's data I don't necessarily trust your data so I'm going to give you data of a thousand maybe 10,000 people or more I don't necessarily trust your ability how you view this information but please use it and of that 10,000 email addresses I upload maybe it actually matches 7,000 or 6,000 cuz some don't match up and all of that stuff to then extrapolate out a 98% exclusion for my audience that cost me extra that depreciates in value I guess
Escúchalo en el minuto 39:26
Canales de adquisiciónEn servicios de alto valor (high-ticket), el retargeting es indispensable para lograr las múltiples exposiciones necesarias antes de cerrar la venta. En estos modelos, el costo publicitario representa una proporción menor de los ingresos totales frente a los costos comerciales del equipo de ventas, lo que permite absorber incrementos considerables en el costo por lead sin romper los unit economics.
really important they're nearly always going to have very high average customer need this because no one's going to commit to a $330,000 service if they haven't had those exposures so I think what we typically find with those businesses is that the cost of customer acquisition actually it the advertising cost as a proportion of what they generate is relatively small sure and they may spend more on a sales team to get the if I often will if they pay on commissions or whatever than it was to generate the equivalent leads that were like a deal breaker got it I think a lot of those you might need…
Escúchalo en el minuto 18:31
Medición y experimentosEl recorrido del cliente moderno es multitoque (un usuario ve un anuncio en redes, días después busca en Google y finalmente convierte tras interactuar con otro canal), por lo que atribuir una venta al 100% a una sola plataforma o departamento ignora la contribución combinada de los puntos de contacto.
have clients that are absolutely insistent on every single sale being attributed to one platform because they'll be running multiple stuff and they want to know exactly where it comes from and I often try and have to tell them like okay imagine this scenario someone sees a Facebook ad they click on it three days later they remember the name they Google it they go in they're about to purchase they don't manage it because they're waiting in line couple days later they see a display ad on YouTube they click on that and they come you know and you could just keep going down the line on things that…
Escúchalo en el minuto 29:07
Estrategia de contenidosConstruir audiencia y autoridad mediante contenido orgánico suele requerir decenas de piezas iniciales sin tracción aparente antes de establecer las bases que generan retornos exponenciales y acumulativos a 2 o 3 años vista.
and I say oh could we use this I'm like well the only thing is that's likely to pay off in two to three years time and Ads industry the fact that I put so much time and effort into organic content and have done for seven years now that speaks to my own marketing I'm going to take a longer term focus and the first I don't know 75 100 YouTube videos I created did basically nothing but they're laying foundations that then builds the audience that then produces business any positive profile raising of the company the brand or the main you know let's say it's like a person Le company the personal…
Escúchalo en el minuto 27:05
Estrategia de contenidosConstruir audiencia y autoridad mediante contenido orgánico suele requerir decenas de piezas iniciales sin tracción aparente antes de establecer las bases que generan retornos exponenciales y acumulativos a 2 o 3 años vista.
and I say oh could we use this I'm like well the only thing is that's likely to pay off in two to three years time and Ads industry the fact that I put so much time and effort into organic content and have done for seven years now that speaks to my own marketing I'm going to take a longer term focus and the first I don't know 75 100 YouTube videos I created did basically nothing but they're laying foundations that then builds the audience that then produces business any positive profile raising of the company the brand or the main you know let's say it's like a person Le company the personal…
Escúchalo en el minuto 27:05
El retargeting forzado puede encarecer los costos de adquisición globales en Meta
Canales de adquisiciónSaturar con impresiones a usuarios que ya rechazaron la oferta genera señales de experiencia negativa que dañan la puntuación del anunciante en Meta, provocando un aumento en el CPM no solo del retargeting sino de las audiencias abiertas de prospección.
that if I'm forcing my Impressions onto people knowing that in this case 75% of the people that I reach have already kind of made a decision to say no so it's a negative experience but to your Thousand that I'm upsetting and more in the fact that my cost to reach the other 2050 200 million people is going to go up because I've given the signal to Facebook and my Advertiser score and my relationship with them as a business partner that I am invested and creating a negative experience for their users and my other are going to pay higher cpms to reach a retargeting audience than you are um a…
Escúchalo en el minuto 10:32
La rotación continua de prospectos evita la saturación crítica de las audiencias de retargeting
Canales de adquisiciónEl riesgo de agotar o sobrecostear una audiencia de retargeting rara vez llega a un punto crítico en la práctica, debido a que el flujo constante de nuevas entradas y salidas alimentado por las campañas de tráfico frío renueva activamente la base de prospectos.
a few factors going on firstly your audience is going to depending on your other marketing efforts if we're talking about retargeting specifically that audience is going to refresh itself to some extent there's going to be ins and outs so that that helps prolong that and also I don't think we'd ever say reach a saturation point or get to the point where our retargeting audience was a large enough proportion of the overall target market where it then continues to just see the other cold audience targeting prices go up and up like we just never really get there and if we
Escúchalo en el minuto 16:50
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