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Are You Making These Facebook Ads Mistakes That Are Costing You Money?
32 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…
- 32 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 07 min
- Publicada en 2024
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Tratar las plataformas publicitarias como fuentes de tráfico y centrar el esfuerzo en la creatividad
Canales de adquisiciónEn lugar de perder tiempo en la microgestión técnica y ajustes constantes dentro del administrador de anuncios, los equipos deben simplificar la estructura operativa para enfocar sus recursos en lo que realmente mueve la aguja: probar nuevos formatos (como Reels y TikToks), afinar el copy publicitario y trabajar la psicología del mensaje.
long answer short is like we spend less time in the ads manager which allows us to create better creative which is honestly what I enjoy the most what our team enjoys the most um testing out new lines of copy we really start to get into messaging and psychology and we can start to get into what really moves the needle versus like Facebook handling it all it's like Facebook's just a traffic source and I look at that now is this is a traffic source and if I have really crappy ads it's going to deliver at a to less people than if I have great ads so if we can figure out the system which we have…
Escúchalo en el minuto 23:16
Estrategias de pauta para ecommerce con alta rotación o bajo stock
Canales de adquisiciónPara escalar publicidad en negocios con inventario limitado o de rotación rápida, conviene testear con creativos dinámicos para luego abastecer más stock de los ganadores, dirigir el tráfico a páginas de categoría en lugar de fichas de producto individual, y utilizar creativos evergreen de marca o estilo de vida que mantengan su vigencia.
but the boutique world it's very fast fashion um for most people and so the items sell out before the platform ends up learning how to to understand your audience or if it does understand the audience that that product has now been sold out for a very long long period of time and so the client gets upset because they're like hey wait this dress that you're talking about here that you know a million people want is no longer available because we didn't buy very deep in it so it was a it was a supply right so we use Dynamic creative as as testing and so multiple different um assets of creative…
Escúchalo en el minuto 7:16
Las tres prioridades estratégicas al gestionar publicidad en Facebook
Canales de adquisiciónLa gestión de Facebook Ads debe estructurarse bajo tres prioridades: 1) Amplificar la forma en que la marca monetiza la atención, 2) Alinear las prácticas publicitarias con el modelo de negocio de Facebook para acceder a inventario de mayor calidad a menor costo, y 3) Reducir la carga operativa en la plataforma para liberar tiempo hacia optimizaciones de mayor impacto comercial (como conversión web, inventario y…
particular order my my number one tier priorities has three parts number one I want to make sure that what I'm doing ultimately amplifies the successful business model of the brand what are you all doing really well how are you monetizing attention and what can I do with Facebook to amplify that number two what can I do to better align my marketing efforts with Facebook's business model so that we are sympatico as partners when they are selling me inventory and eyeballs for profit and I think number three how do I do that in a way that is sustainable and is aligning my efforts to amplify the…
Escúchalo en el minuto 25:30
La regla de los cinco unos para consolidar el crecimiento
Estrategia y decisiones de negocioPara construir una base sólida de negocio sin dispersión, enfócate durante 12 meses en una sola audiencia, con una sola oferta, dominando una sola plataforma de adquisición y comunicando un solo mensaje claro para tu comunidad.
the credit to which is that there's five ones to to starting and growing a business and then those five ones are attributed to a business model and attributed to taking care of the customers and everything else just kind of makes sense right it's so it's one audience right with one offer one platform that you can dominate on to where your audience is at one message what is that clear message your culture your subculture your community um and you do that for one year if you do that it lays the groundwork for success and tell more people like look put yourself put your head down for the next 12…
Escúchalo en el minuto 34:19
Priorizar la tasa de recompra y conversión sobre el aumento de presupuesto publicitario
Retención y relación con el clienteMejorar las métricas posteriores a la adquisición, como la tasa de segunda compra o la tasa de conversión, aporta mucho más apalancamiento al negocio que limitarse a escalar el gasto en anuncios, permitiendo incluso absorber costos de adquisición (CPA) más altos.
stability to go figure out some other bottleneck further down the customer journey be it conversion rate or second purchase rate or LTV or whatever it is so that we can massively amplify the you improve the second purchase rate by 10% MH one of those things is tremendously more important than the 50% 50% spend versus a 10% conversion rate lift I'll take the 10% all day yeah that that returning customer from 5% to 15 I'll take that all day yep I'll take spend if I can triple my uh returning customer rate by just adding you know a one to it yeah is so much more important
Escúchalo en el minuto 40:59
El error de excluir sistemáticamente a clientes previos en la publicidad pagada
Canales de adquisiciónRestringir la publicidad pagada exclusivamente a la adquisición de clientes nuevos mediante la exclusión de compradores históricos suele ser una estrategia errónea. La creencia de que un cliente no volverá a comprar suele originarse en que la empresa nunca intenta venderle de nuevo, desaprovechando que vender por segunda vez a un cliente existente suele ser mucho más eficiente y rentable que captar a un desconocido.
and I find that there are actually very few businesses where that makes that legitimately makes sense because if your if your retention rate is like absolutely but if your business is like well 10% of people buy again most people don't I'm not paying to reach another customer or paying to reach an existing customer a second time I think there's this false story line that our customers it's sounds like well maybe the reason they only buy from you once is because you don't ever try to sell to them again right and would it be better for you to more efficiently sell this person a second time than…
Escúchalo en el minuto 57:20
Los cinco pilares estructurales para un negocio digital rentable
Estrategia y decisiones de negocioPara no depender exclusivamente de la publicidad en redes sociales, un negocio digital debe integrar cinco áreas: 1) Un sitio web de alta conversión, 2) Tráfico pago multicanal (Meta, TikTok, Google), 3) Generación de margen y rentabilidad mediante retención (Email y SMS), 4) Excelente experiencia de cliente (empaque, logística y atención), y 5) Canales orgánicos (SEO, colaboraciones e influencers).
really good customer service right we we cover like five areas for us right you have to have a great website you have to send traffic to it which is you know predominantly Facebook we do play playing around with Tik Tok and Google but predom Facebook and Instagram you have to have profit so we use email and SMS for profit the fourth piece is customer experience like your packaging your shipping your live selling all of those things that make up a good customer experience and then you have organic right so testing out creatives influencers um and then just actually like Google ranking like all…
Escúchalo en el minuto 29:17
Uso de ventanas de optimización amplias en Meta Ads durante la fase de despegue
Canales de adquisiciónAl escalar o iniciar campañas en Meta Ads, utilizar una ventana de optimización amplia (como 7 días tras clic y 1 día tras visualización) permite alimentar al algoritmo con suficiente volumen de datos para salir rápidamente de la fase de aprendizaje.
it either you go for the most amount of action ability or the most amount of data right like you get that immediacy or you swing all the way to so volume of data versus quality and and so that looks like seven day click one day view or just the one down and ramping up I really like the 7-Day click one day view because you need as much information as possible to get out of learning St get results get information whatever it is I want Facebook to see everything because it can at least see who's buying and find me more people that are like that whether or not they're buying from Facebook I just…
Escúchalo en el minuto 49:19
ConversiónIntentar duplicar resultados únicamente aumentando el gasto publicitario para empujar tráfico hacia un embudo con fricción es insostenible y puede quebrar la operación; optimizar la conversión en el punto de fricción genera un impacto multiplicador y permanente.
I'm driving more and more volume into my sales funnel all those people are basically hitting a very similar if not exactly the same type of bottleneck and I can tell my client or the brand like hey I'm going to continue to drive more and more people into this bottleneck if we can work together to make that go from 5% to 10 we're going to double numbers overnight yep like you can't double numbers overnight in a sustainable fashion at the supply side with just spending more money because it will break but if you make that change functionally execution in the business it'll last forever ever and…
Escúchalo en el minuto 45:48
ConversiónIntentar duplicar resultados únicamente aumentando el gasto publicitario para empujar tráfico hacia un embudo con fricción es insostenible y puede quebrar la operación; optimizar la conversión en el punto de fricción genera un impacto multiplicador y permanente.
I'm driving more and more volume into my sales funnel all those people are basically hitting a very similar if not exactly the same type of bottleneck and I can tell my client or the brand like hey I'm going to continue to drive more and more people into this bottleneck if we can work together to make that go from 5% to 10 we're going to double numbers overnight yep like you can't double numbers overnight in a sustainable fashion at the supply side with just spending more money because it will break but if you make that change functionally execution in the business it'll last forever ever and…
Escúchalo en el minuto 45:48
Cálculo del margen de escalado rentable (PSM)
Medición y experimentosEl margen de escalado rentable (Profitable Scaling Margin) se mide dividiendo el Lifetime Value (LTV) entre la suma del costo de adquisición acumulado y el costo de los productos vendidos (COGS) a lo largo de todo el ciclo de vida del cliente.
talk to people about the concept of PSM right and profitable scaling margin which is for those who don't know that is how you scale a brand it is the lifetime value divided by the sum of cost per acquisition and the cogs and that's not client acquisition cost because you might have to make multiple sales and the cogs maybe they buy multiple products so you have to add up the cost as things evolve but understanding basically what is the profit margin per customer on their lifetime Journey which sets you up for planning for and and uh forecasting future Revenue like that's how you scale a…
Escúchalo en el minuto 31:01
Canales de adquisiciónEn la gestión moderna de plataformas publicitarias como Meta Ads, el 70-80% del esfuerzo debe invertirse en creatividad, mensajes y palancas de negocio fuera del administrador de anuncios, limitando el tiempo operativo dentro de la plataforma a 1-2 horas semanales para evitar la microgestión y permitir que los algoritmos optimicen mejor.
the time because 70 80% of it is spent on the creative the messaging everything else I would guess an hour two hours a week on a platform on on an account that's spending close to $2,000 a day um there's time spent other elsewhere making the business grow that adds leverage in the business model to to continue to scale it's just the pulling the pulling the levers inside of Facebook and understanding those metrics is is a small period of less and it's not that you're finding a better way to work less it's actually that working less is the better choice because you're letting Facebook get…
Escúchalo en el minuto 36:25
Retención y relación con el clienteUna tasa de recompra del 5% hace inviable un negocio directo al consumidor (DTC), ya que este modelo depende del LTV y la retención; depender solo del valor de la primera orden impide la previsibilidad de ingresos y la planificación financiera a medio plazo.
I'm like look your ads they're good they're profitable the problem is you have a returning customer rate of 5% that is not a good business model we talk to people I'm like you don't you have a pro you have may maybe what you have is good for retail but you don't have a direct consumer business like a direct consumer business relies on LTV because the reason that somebody's going direct to Consumer is because you are solving a problem for that customer in a way that retail Brands won't and you're developing a relationship that you can monetize and if you're brand is has has a 5% return rate of…
Escúchalo en el minuto 30:30
Canales de adquisiciónCuando el modelo de negocio monetiza y retiene mejor a través de transmisiones en directo (live shopping) que mediante ecommerce tradicional, la publicidad pagada debe optimizarse para captar prospectos y llenar las sesiones en vivo (por ejemplo, mediante registros a formularios), en lugar de intentar forzar conversiones directas en la tienda online.
Facebook is a lead gen platform it's not a sales platform sales I want to make that live selling room point of how that business model operates like that's how they make money doing live selling cool can you run Facebook ads to seller product well my response is would might be no I mean I can but what if I could 2X or 5x the amount of people that show up to your live sell yeah because the likelihood of you monetizing that customer experience much greater than just a transaction through a Facebook ad is to manage like if you got a Golden Goose let me just you know make it bigger that that's…
Escúchalo en el minuto 1:01:26
Conocer el LTV a medio plazo permite superar a competidores en costos de adquisición
Medición y experimentosQuien conoce sus números de retención y monetización a 90 o 180 días puede pagar un costo de adquisición por cliente (CPA) muy superior al valor del pedido inicial (AOV), superando sistemáticamente a competidores que necesitan ser rentables desde el día uno.
those who can spend the most to acquire a customer or know their numbers the mo the be the best right like will always win so if I have to be profitable in 30 days right I'm going to be able to beat out anybody who has to be profitable day one but if I can be profitable in 90 days and know that you know I got a average order of value of $100 but I'm gonna make 600 in six months and I know that the rest of that $500 is going to be profitable then I'm G to beat out every single other person because I'll spend up to $100 I'll spend up to outspend you not because I have more money but because I…
Escúchalo en el minuto 42:18
Criterio de tres factores para elegir nicho y tipo de cliente en agencias
Marca y posicionamientoPara definir el nicho de una agencia de servicios, se debe buscar la intersección de tres elementos: lo que el equipo disfruta hacer, las habilidades donde destaca técnicamente, y los modelos donde el cliente obtiene resultados medibles e inmediatos sin depender de factores externos fuera del control de marketing.
looking back at it is like what do we actually enjoy doing when we're serving people it's like you know we want to have them have results see results um and then the impact that they can have but also what do we enjoy doing right and then how can we see like real feedback from our clients as well which is where like the Shopify and like the the instant sales come in um versus like a lead generation right where that's we have to rely on a sales team that isn't necessarily anything to do with the marketing so we look back at our like the clients we enjoyed the most that were the less the least…
Escúchalo en el minuto 5:06
La especialización vertical profunda genera mayor autoridad y confianza que ser generalista
Marca y posicionamientoEnfocarse en un único nicho vertical (como tiendas de ropa) permite dominar la dinámica interna de la industria, anticipar cambios en herramientas clave y comunicarse con el lenguaje exacto del cliente. Al igual que un cirujano frente a un médico de urgencias, la hiperespecialización facilita construir confianza inmediata y posicionarse con mayor valor en el mercado frente a agencias o consultores generalistas.
honestly I feel like we have a better grasp of it now even though there's so much fluctuation because we're in it about it and we're able to kind of pivot and see things ahead of time versus like trying to be a jack of all trades you you miss a lot of things so there is a narrowed in on a specific audience we could talk the language to them and they felt comfortable um and trusted us and we actually did know what we were talking about so it just it's a it's a sphere of influence for not only internal team but people externally as well just to build that people would you rather be the brain…
Escúchalo en el minuto 3:04
Oferta y precioAl pautar en ecommerce, se debe evitar el término medio de dispersar presupuesto en múltiples SKUs secundarios; la estrategia más efectiva consiste en enfocar la adquisición en un único producto estrella o promocionar la colección completa como una sola entidad enviando el tráfico a una misma página.
lot of different variations so it sends people to one page lets Facebook learn I think far too many people you know one of the issues is folks try to focus on selling one product or one thing and and believe me I'm a big fan of the hero product I tell people that's that's absolutely but the hero product can also be the collection like it can be the suite of of products that are being sold it doesn't necessarily have to be the single item that you're trying to push think some folks make the mistake of trying to push on million things a million skes within a collection but I love the idea of…
Escúchalo en el minuto 10:17
Oferta y precioEn servicios de alto valor, el precio cobrado no debe justificarse por la cantidad de horas invertidas en la ejecución, sino por la velocidad, eficiencia y capacidad experta de resolver el problema y generar resultados concretos.
it I it's kind of like the you know the electrician who comes in and they and they spend five second five seconds fixing an issue and you're like look I spent two hours on this and you're going to charge me $200 to do this uh why did it charge why did it cost so much as because you needed me for that 5 seconds and so that's really where we're at with the ads pace is we have to we charge a premium for the service and then like I charge that because the results are there and we do it more efficiently so
Escúchalo en el minuto 22:45
Uso de creatividades dinámicas para acelerar la toma de decisiones algorítmica
Canales de adquisiciónImplementar formatos dinámicos (DPA y Dynamic Creative) reduce el tiempo operativo y las suposiciones manuales en la gestión de campañas, facilitando que el algoritmo de Meta reciba variaciones suficientes para optimizar la entrega de forma autónoma con datos actualizados.
ground and then the use of dynamic ads both with Dynamic creatives and DPA to really cover that Gap because I mean more than anything it's just saving a lot of time and a lot of guesswork right also saved a lot of time for us to go back and forth and like create so many not doing that as much using a lot less more so three types of creative but it's still speeding up the process to um to run ads and to get creative out there with that with keeping it fresh and then also getting the data that Facebook needs uh to be able to make a better decision yeah I love that leaning into helping Facebook…
Escúchalo en el minuto 11:09
Ciclo de madurez de ventanas de atribución en Meta Ads
Canales de adquisiciónLa configuración de atribución en Meta evoluciona con la madurez del negocio: se inicia en 7 días clic / 1 día visualización para alimentar el algoritmo con volumen de datos; al escalar y depender fuertemente de Meta (80-90% de ingresos), se ajusta a 1 día clic para capturar intención inmediata; y al diversificar canales (email, SMS, búsqueda) reduciendo el peso directo de Meta al 40-50%, se regresa a 7 días clic /…
point what I found is as Brands you can kind of go over the hump and kind of come back down to a place where Facebook is beginning is kind of the bolt onto the business and that initial 7day click one debut where ads and at some point Facebook is like 89% of the of the revenue that you're what I try to get to businesses with is how do we make less and less a percentage of our overall Revenue directly dependent on Facebook ads so more email and search and SMS and customer journey and returning customers that when I round that curve out so that I'm now sitting at Facebook instead of 90% is like…
Escúchalo en el minuto 50:28
Alineación de la ventana de conversión con la velocidad de decisión del producto
Investigación de mercado y clienteEn categorías de compra por impulso y ciclo de decisión inmediato (como fast fashion), las ventanas de atribución cortas (1 día clic) reflejan fielmente el comportamiento del usuario, mientras que ventanas amplias de 7 días aportan poco valor adicional dado que la decisión no se dilata en el tiempo.
of is this more of an impulsive buy is the market right now like in fast fashion for instance people are looking they're motivated they're not I think fast fashion is a shorter decision ccle than like you know than something like Fast fashion is also a fast decision kind it's like the gum at the counter yeah right uh and in those cases that 7 Day like I don't know if that's
Escúchalo en el minuto 53:38
Retención y relación con el clientePara que una comunidad profesional genere valor real y duradero, debe estructurarse alrededor de un proceso secuencial y un lenguaje común en lugar de limitarse al intercambio pasivo de preguntas o alarde de métricas sin contexto. Contar con pasos estandarizados permite a los miembros diagnosticar bloqueos específicos con precisión, reutilizar soluciones documentadas y colaborar eficazmente complementando sus…
mentioned is the value adding most people ask a question and then they look to take from a group versus to add value so it's like it's language right we've about if you understand um that language and so it's just helped streamline I there's a lot of communities where you get people that will pop in with something like oh I got 5x brow let me tell to do it like that's nonsense that also doesn't matter that lacks so much like the fact that the community that we have has that shared language and that shared culture and that shared ethos where it's here's the process right here's like nine 10…
Escúchalo en el minuto 15:57
Medición y experimentosAl configurar la optimización en Meta Ads, conviene adoptar un enfoque binario: usar estrictamente 1 día clic si se busca capturar compras directas e inmediatas, o pasar directamente a 7 días clic / 1 día visualización si se decide incorporar datos de post-visualización (los cuales aumentan entre un 20% y 50% el volumen de data), evitando configuraciones intermedias como 1 día clic / 1 día visualización.
I'm a bit more maybe binary in that like I'm either going to do the 7-Day click one day view or just the one day click uh the one day click and one day that if I'm going to add in the view where I'm probably going to get 20 30% more data maybe 40 50% more data going from the one to seven is usually a smaller change than the click to the click and view got it okay and so if I'm going to make that switch I'm just going to go all the
Escúchalo en el minuto 52:57
Triangulación de métricas para identificar anuncios ganadores
Medición y experimentosPara validar con certeza qué creativos publicitarios son ganadores y compensar la pérdida de precisión de datos post-iOS 14, conviene triangular tres fuentes: los datos reportados por la plataforma de anuncios, herramientas de atribución externas y hojas de cálculo internas de rentabilidad.
because one thing that we don't have right now is as much data and even though we're um very big fans of triple right we have a spreadsheet and and we work off of that it's not 100% right it it gets us very close on things but what Facebook does tell us and gives us an idea is like hey look this this data that we have here the data that's shown on Triple whale through our spreadsheets and then also what Facebook has chosen right now we have like basically three different circles this spin diagram of okay this ad is actually a winner versus relying only on the platform but it's
Escúchalo en el minuto 11:35
Incompatibilidad operativa entre escalar presupuesto y maximizar margen de beneficio simultáneamente
Medición y experimentosAumentar agresivamente la inversión publicitaria erosiona las eficiencias marginales a corto plazo; intentar escalar presupuesto y optimizar márgenes de beneficio al mismo tiempo distorsiona el análisis de variables y vuelve insostenible la optimización.
like do we either scale or we do we add profitability right because we can't do both simultaneously um I know some different opinion but to me um I can't be truly scaling and focus in on maximizing profit at the exact same time true scale um gets rid of profit because that's what we're doing is reinvesting as an algebra equation if you're adding and if you're changing variables on both sides of the equal signh like you're never going to get to an answer but if I to do that at the same time you're also improving profit margin on everything because as you increase spend inherently you're asking…
Escúchalo en el minuto 43:12
Estrategia y decisiones de negocioLos clientes contratan y mantienen a agencias o consultores por los resultados y el crecimiento rentable que generan, no por la cantidad de horas que pasen manipulando las herramientas o plataformas operativas.
me but really at the end of the day and point is like if the results are there were there It ultimately comes down to if you're helping them grow their business in a profitable way they're going to keep you on or they may let you because you're producing the results so as long as you're producing the results They Don't Really Care care how long you're spending in it because if you I mean you 10ex their account I don't think they care that you spent 90 minutes in the account that week they care that they just 10ex their business
Escúchalo en el minuto 39:29
Estrategia y decisiones de negocioLos clientes contratan y mantienen a agencias o consultores por los resultados y el crecimiento rentable que generan, no por la cantidad de horas que pasen manipulando las herramientas o plataformas operativas.
me but really at the end of the day and point is like if the results are there were there It ultimately comes down to if you're helping them grow their business in a profitable way they're going to keep you on or they may let you because you're producing the results so as long as you're producing the results They Don't Really Care care how long you're spending in it because if you I mean you 10ex their account I don't think they care that you spent 90 minutes in the account that week they care that they just 10ex their business
Escúchalo en el minuto 39:29
Estrategia y decisiones de negocioLos clientes contratan y mantienen a agencias o consultores por los resultados y el crecimiento rentable que generan, no por la cantidad de horas que pasen manipulando las herramientas o plataformas operativas.
me but really at the end of the day and point is like if the results are there were there It ultimately comes down to if you're helping them grow their business in a profitable way they're going to keep you on or they may let you because you're producing the results so as long as you're producing the results They Don't Really Care care how long you're spending in it because if you I mean you 10ex their account I don't think they care that you spent 90 minutes in the account that week they care that they just 10ex their business
Escúchalo en el minuto 39:29
El 'live social selling' como motor de retención y valor de vida del cliente
Retención y relación con el clienteEl formato de venta social en directo (live selling) funciona como un catalizador del valor de vida del cliente (LTV) al construir una conexión interpersonal directa entre el presentador y la audiencia, logrando que los clientes regresen a comprar repetidamente tras la adquisición inicial.
situation so there's live social selling which is like QVC for the for the internet or for your for your phone rather and so it is a lifetime value machine so thinking of your cash register it increases lifetime value and come into our ecosystem and then they fall in love with us through live selling because live selling in our opinion too is the best thing since brick and mortar um that you can do fall in love with the person and they come back for that person and so they're
Escúchalo en el minuto 59:31
Canales de adquisiciónEl crecimiento en comercio electrónico requiere balancear la venta activa en vivo (que exige tiempo humano directo para generar ventas) frente al modelo directo al consumidor tradicional basado en pauta publicitaria y automatización (que ofrece apalancamiento y escalabilidad), ajustando la proporción según la disponibilidad de tiempo y la rentabilidad del negocio.
too because then right the you get into human emotion of like okay now I must go live to generate the sales which requires time versus a traditional direct to Consumer model which is that I make money quote unquote I make money while I sleep and so now it becomes the where's the weight of time and leverage and scalability with profitability and is where is the percentage of business growth between those two areas and then how do we even it out based off of the individual clients's perspective of how much time they actually want to
Escúchalo en el minuto 1:05:30
Medición y experimentosLos costos por mil impresiones (CPM) en Facebook Ads oscilan significativamente según la estacionalidad, registrando alrededor de $8 a $10 USD durante los meses de verano (julio) y subiendo a $15 USD en el último trimestre (octubre).
curious so last seven days and obviously we recording this in October last seven days was just $15 and before that was a little bit less than that so our cpms in least in my opinion are pretty dang good um we were seeing $10 $9 in the summer which was insane um even one of our clients had eight for the month of July which I know is a little bit lower but so that cpms have been the same and
Escúchalo en el minuto 26:29
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