Marketero · Entrevistas
Ashton Shanks of HemonX & Charley T
22 ideas de marketing sacadas de «Ashton Shanks of HemonX & Charley T», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 22 ideas despiezadas
- Fuente Professor Charley T
- Dura 52 min
- Publicada en 2022
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Canales de adquisiciónPara optimizar y escalar campañas sin contaminar el rendimiento, se deben aislar las variables testeando una sola a la vez: en la Fase 1 se prueban nuevas audiencias utilizando creatividades probadas (de control); en la Fase 2 se prueban nuevas variantes creativas dentro de las audiencias ya validadas para superar al control; y en la Fase 3 se combinan únicamente audiencias y creativos ganadores en la campaña de…
case you should control and Silo that testing so it's not affecting your scaling campaigns because if you inject that you could hurt that campaign and so that's the point of the decentralization is to Silo your audience testing Silo your creative testing so that when you get to scaling you are working on all controls and that campaign is unpolluted uh so ours is uh we never want to test two different variants at one time so anytime I'm testing creative I don't want to also be testing audience and anytime I'm testing audience I don't want to be testing creative so phase one is testing…
Escúchalo en el minuto 22:08
Medición y experimentosAntes de escalar campañas con creatividades dinámicas y optimización automática del algoritmo, se debe testear con controles granulares para validar qué mensajes y ángulos resuenan con el mercado. Si se delega todo el testeo a la caja negra algorítmica desde el inicio, se pierde la visibilidad de por qué un anuncio gana o pierde.
the phase three of our method is actually goes into the best practice goes into using the ACB going into using dco and all those optimizations but in my opinion unless you have controls being placed into the best practice you're not gaining the Insight because if it wins you have no idea why it won and if it loses you have no idea why it lost and so our process is first going through and establishing those controls so that when you get to the phase three you can spend money confidently knowing that all of it is going into things that you know already works and is proven
Escúchalo en el minuto 4:21
Centralizar la data publicitaria y usar el creativo como única palanca de optimización
Canales de adquisiciónEn lugar de segmentar y probar audiencias manualmente, es más eficiente consolidar toda la data publicitaria en la menor cantidad de estructuras posibles y apoyarse en creatividades dinámicas (DCO) y en los algoritmos de la plataforma, dejando que el anuncio creativo sea la única variable de prueba.
I would rather centralize all that data to get the most amount of stability stable and consistent flow of data into think my primary difference is I would never test an audience I'm never using audiences I'm going Dynamic creative pretty much from day one once I validate but I'm then trying to align myself as closely as possible to the workings of the machine so that it can do all of the my only lever is then creative and I never have to worry about audiences or ad sets or campaigns dying ever again
Escúchalo en el minuto 45:38
Canales de adquisiciónGestionar anuncios de forma puramente técnica (media buying) no genera resultados sostenibles si no se domina la investigación de mercado, la psicología del consumidor, la creación de ofertas y el copywriting.
people become more full-stack marketers uh people who can actually understand market research consumer psychology understand copywriting media buyers that I could find were people who were really really good at spending money really really good at media buying efficiency but I knew Jack all about marketing they knew Jack all about offer creation and all of it and something new but what is a huge gap that I'm seeing is that people are just not good marketers in general and they
Escúchalo en el minuto 35:51
Canales de adquisiciónMeta penaliza con CPMs elevados (de $25 a más de $50) a los anunciantes cuyos creativos no generan interacción ni retienen la atención, mientras que premia a los anuncios con alta tasa estimada de acción (Estimated Action Rate) otorgando inventario publicitario más barato y de mayor calidad.
and the system effectively penalizes a lack of alignment with Rising costs if we're not aligned we're we're ultimately going to be priced out of the whether we're aligned or not I look at the CPM for instance as a ramification of that like I see advertisers spending 25 like 35 40 50 plus on cpms and for me that says well I'm a liability to Facebook's bottom line and as a ramification of my lack of respect for their business model they're choosing to charge me an exorbitant fee to just play the game and when I do get ads that users like to respond to that have a high estimated action rate not…
Escúchalo en el minuto 15:29
Tasa de conversión de referencia para captación de leads en landing pages
ConversiónUna página de aterrizaje para captación de prospectos (lead opt-in) debería convertir entre el 30% y el 40%; una tasa del 10% o la falta de congruencia con el anuncio revela un problema de conversión en la página, no de costos publicitarios.
uh the ad is no congruence to the landing page or the landing page itself is converting it you know it's a lead opt-in it's converting at 10 your problem is not your advertising your problem is not your click costs your problem is that 10 people are converting out of 100 when it should be 30 or 40.
Escúchalo en el minuto 39:19
Mensaje y copywritingA diferencia de la producción visual o de video, que demanda software especializado, equipo y entrenamiento complejo de edición, el copywriting ofrece el mayor apalancamiento publicitario con una curva de aprendizaje mucho más accesible para generar mejores resultados.
and why copy is such a big emphasis in great at to get great results is is the creative side but the creative side is a very difficult thing to try to train people not just you know what is the the have to train them editing you have to train softwares they have to get this equipment they all this kind of stuff and so copy is the easiest leverage thing that I can train someone on how to do in them to get better results without being an expert at creative yeah so I
Escúchalo en el minuto 41:08
Canales de adquisiciónSe requiere un presupuesto publicitario de al menos 10.000 dólares al mes para justificar e implementar sistemas estructurados de testeo por fases en Facebook Ads; por debajo de ese volumen conviene priorizar directamente la eficiencia operativa y alimentar señales al algoritmo.
uh not really Niche it comes down to uh spend amount for us you know it's really spending at least ten thousand dollars a month in advertising if you're below it it's not really the best system because it is it is a larger system to implement into your ad account and if you don't have the budget for something like that you really do need to focus on efficiency because you need to drive those signals um from a media buying perspective
Escúchalo en el minuto 33:57
Jerarquía de priorización de audiencias para pruebas de prospección
Canales de adquisiciónAl estructurar pruebas de audiencias en plataformas publicitarias, es recomendable priorizar los segmentos en cinco niveles sucesivos: primero intereses de competidores directos, segundo autoridades o influencers del nicho, tercero publicaciones y revistas del sector, cuarto comportamientos demográficos específicos (como cargos o títulos laborales), y por último audiencias abiertas (broad) o lookalikes amplios del…
those we have main pillars that we have people look into the first one uh is always interest starting specifically with uh competitors then normally our next best is influencers or authorities in that industry or that your Market would look to then Publications is our next one then we move into more behaviors and demographics uh so that would be you know testing either job titles or uh behaviors that Facebook recognizes uh and then the last one is typically broads uh or larger look-alike audiences we don't typically audience tests you know one or two percent lookalikes uh but larger five six…
Escúchalo en el minuto 24:02
Canales de adquisiciónSe requiere un presupuesto publicitario de al menos 10.000 dólares al mes para justificar e implementar sistemas estructurados de testeo por fases en Facebook Ads; por debajo de ese volumen conviene priorizar directamente la eficiencia operativa y alimentar señales al algoritmo.
uh not really Niche it comes down to uh spend amount for us you know it's really spending at least ten thousand dollars a month in advertising if you're below it it's not really the best system because it is it is a larger system to implement into your ad account and if you don't have the budget for something like that you really do need to focus on efficiency because you need to drive those signals um from a media buying perspective
Escúchalo en el minuto 33:57
Testeo de paid media por fases: descubrir la audiencia antes de optimizar creatividades
Canales de adquisiciónLa primera fase de una estrategia de paid media debe ejecutarse con micropresupuestos a través de múltiples audiencias e intereses adyacentes para descubrir a quién hablarle, asumiendo que no está diseñada para ser rentable de inmediato, antes de pasar a fases enfocadas en el mensaje creativo y la eficiencia de escala.
which is why in Phase One You're testing many different audiences at one time across it playing a game of Battleship and seeing what takes a ping or what tells me that it gives me more data of what next should I test too you know phase one it the the biggest disclaimer on is this is not not designed to be profitable which is also why we use micro budgets inside of it but it is not a something designed to be profitable something designed to give you more information about your audience so that now you found the right Market to speak to when you move into phase two you get to focus on what…
Escúchalo en el minuto 31:10
El error de concentrar todo el presupuesto en un único anuncio tras pruebas cortas
Medición y experimentosTestear anuncios durante apenas una semana y volcar todo el presupuesto en el único creativo que funcionó a corto plazo degrada rápidamente la tasa de acción estimada y la puntuación del anunciante, provocando que la campaña colapse y se culpe erróneamente a la plataforma.
you know how how many people out there are doing audience testing with a bunch of different ads and they'll run it for like a week and then turn off the stuff that doesn't work and then continue to try to just throw more money and more money at things and they find one ad that works they throw all their money behind it that ad stops working because the algebra of estimated action rate and Advertiser score and budget breaks on them and then for them they say well Facebook doesn't work anymore it's getting more and more expensive it's getting more and more difficult
Escúchalo en el minuto 13:10
Diseñar campañas publicitarias continuas para conservar el aprendizaje algorítmico
Canales de adquisiciónEstructurar campañas de paid media para que no se apaguen permite que la inversión acumulada continúe optimizando el algoritmo en el tiempo, evitando la pérdida de estabilidad que supone encender y apagar anuncios constantemente como si se despidiera a un empleado recién capacitado.
I when I build an a campaign that thing basically never gets turned off like and I try to design it in a way that it'll never turn off because I want to make sure that every penny I'm spending today informs the media that'll be spent in six months yeah when I'm turning ads on or off or ad sets on or off for campaigns on or off I think of it as firing an employee that I invested time and money into training and if I can avoid that happening if I have less churn I'll have greater potential or stability I don't know
Escúchalo en el minuto 10:18
Canales de adquisiciónEn la publicidad de Facebook/Meta, la segmentación por intereses debe tratarse como un punto de partida direccional y no como un filtro cerrado. Aunque la plataforma no distingue necesariamente el sentimiento de afinidad del usuario con un tema, al combinarse con un objetivo de conversión (como compras), el algoritmo utiliza ese interés inicial para explorar y localizar a los usuarios con mayor probabilidad de…
um I use interest as a essentially a launch point for Facebook to use because even Facebook says we can we will expand Beyond this audience when we believe that we can find better conversions or a cheaper cost or conversion and so I use but in my opinion it's kind of like pointing them in the right direction so directing them to a certain segment of people you're also assuming because I have told Facebook I want purchases that they are also deciphering within that segment of people who are likely to purchase what you're trying to sell and so there is that side to us where I'm giving…
Escúchalo en el minuto 25:28
Canales de adquisiciónLas mejores prácticas prescritas por plataformas como Meta están diseñadas para la eficiencia del aprendizaje automático y la experiencia/retención de sus usuarios, no para dotar al anunciante de entendimiento sobre los niveles de consciencia o disparadores psicológicos de su audiencia.
learning and and the practices that they teach people to use is to what helps a machine learning uh growth happen uh which causes you to break the best practices that they do because their best practices are designed for machine learning and not necessarily for advertising marketing intelligence designed uh for the most part for them is how can we create a safe experience for users that deliver relevant ads and that is their real only concern because uh you know the more users feel safe the more time they'll spend therefore the more ads they can show and stuff and um so to that to say they do…
Escúchalo en el minuto 1:37
Canales de adquisiciónConfigurar campañas según los parámetros técnicos de una plataforma publicitaria puntual no crea valor duradero; el verdadero impacto comercial proviene de dominar fundamentos adaptables como copywriting, optimización del ratio de conversión (CRO) y páginas de aterrizaje, que funcionan independientemente de los algoritmos de cualquier red social.
way that we've always done is that uh you know Facebook ad doesn't build a business a marketer does it doesn't Google ads don't build a business marketers do those are the people who until you can become a marketer that isn't handcuffed to one platform but it can adapt and be agile and not just know how to write good ad copy but examine the website and landing pages and cro like that is a truly valuable asset but someone who knows how to build a campaign the way Facebook wants it is not valuable because Let's Pretend Facebook shuts down today you are of zero value and great marketer is what…
Escúchalo en el minuto 43:14
Canales de adquisiciónConfigurar campañas según los parámetros técnicos de una plataforma publicitaria puntual no crea valor duradero; el verdadero impacto comercial proviene de dominar fundamentos adaptables como copywriting, optimización del ratio de conversión (CRO) y páginas de aterrizaje, que funcionan independientemente de los algoritmos de cualquier red social.
way that we've always done is that uh you know Facebook ad doesn't build a business a marketer does it doesn't Google ads don't build a business marketers do those are the people who until you can become a marketer that isn't handcuffed to one platform but it can adapt and be agile and not just know how to write good ad copy but examine the website and landing pages and cro like that is a truly valuable asset but someone who knows how to build a campaign the way Facebook wants it is not valuable because Let's Pretend Facebook shuts down today you are of zero value and great marketer is what…
Escúchalo en el minuto 43:14
Validar señales de mercado antes de confiar en la optimización automática de la plataforma
Medición y experimentosAntes de dejar que los algoritmos de plataformas como Facebook optimicen la entrega de forma autónoma, los anunciantes necesitan un marco metódico y sistemático para validar previamente mensajes, posicionamiento y creativos efectivos.
don't need to have a methodical approach to gain insights that you didn't who is trying to learn and gain the insight and they don't understand their Market perfectly they don't understand product Market fit or positioning or messaging or whatever those people need a systematic and methodical way to give them those data signals before they should just toss everything in the basket and go Facebook do your work because unless you know what you're giving Facebook is effective ads for it to run with we're both very much in the agreement of system and process a framework for repeatable and…
Escúchalo en el minuto 12:08
La publicidad no puede rescatar un modelo de negocio defectuoso
Oferta y precioNi el mejor copywriter ni la mejor estrategia publicitaria del mundo pueden sostener un mal modelo de negocio; asimismo, un gran modelo de negocio sufrirá si la adquisición y la publicidad son deficientes, requiriendo un balance indispensable entre ambos.
that too like the best advertisers in the world best copywriter in the world not going to be not going to make a bad business model work right greatest business model in the world but terrible advertising probably gonna struggle right and I think that there's a great
Escúchalo en el minuto 46:07
Canales de adquisiciónLas recomendaciones y ejecutivos de soporte de plataformas como Meta están diseñados prioritariamente para maximizar el presupuesto gastado en su ecosistema, por lo que el anunciante debe mantener criterio propio para proteger la rentabilidad de su negocio.
advertiser now I don't see Facebook as my partner if if we consider them as a partner they are one of the worst Partners ever for an Advertiser they offer a product that they'll happily take my money for and they will happily give me quote unquote reps to help me spend more money on their platform but they are not a good partner my goal is to help protect the advertiser and help to protect the business owner who is running the paid media on how to
Escúchalo en el minuto 8:16
Falta de soporte y desarrollo en la segmentación por intereses en Meta
Canales de adquisiciónMeta desatendió el soporte y desarrollo de la segmentación por grupos de interés desde aproximadamente 2018, redirigiendo sus equipos de ingeniería hacia otras prioridades de producto.
all the engineering teams that I know have either been moved to metaverse or like shopping like stuff like this the interest group Department stopped existing in like 2018. like they just haven't been supporting it for many years
Escúchalo en el minuto 17:11
Descentralización de campañas para mitigar riesgos y captar señales claras
Canales de adquisiciónEstructurar la publicidad pagada de manera descentralizada evita depender de un único punto de fallo y permite extraer aprendizajes claros sobre qué elementos creativos y ofertas funcionan, facilitando sostener el rendimiento a largo plazo.
concept of the decentralized is that there's no single point of failure right so you're decentralizing your risk by allowing not all of your eggs to be in one basket and you're decentralizing it so that you're getting better signal so campaign's not lasting forever unless you have the insights for why it is performing well or why it's doing well well then you're not going to be able to maintain that result for long and so
Escúchalo en el minuto 5:46
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