Marketero · Entrevistas
Ashton Shanks of HemonX & Charley T - Founder of Disrupter School Interview
21 ideas de marketing sacadas de «Ashton Shanks of HemonX & Charley T - Founder of Disrupter School Interview», de Professor Charley T. Sobre todo de…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 52 min
- Publicada en 2022
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Metodología de experimentación publicitaria en tres fases aisladas
Medición y experimentosPara no degradar las campañas de escalado con anuncios no validados, se debe estructurar el testing en tres fases aisladas sin variar más de un elemento a la vez: la Fase 1 prueba audiencias utilizando creatividades probadas (post IDs); la Fase 2 prueba variaciones creativas contra el control en las audiencias validadas; y la Fase 3 escala reuniendo únicamente audiencias y anuncios probados, manteniendo las Fases 1…
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 because 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
Validación controlada de mensajes antes de delegar en la optimización algorítmica de anuncios
Medición y experimentosAntes de utilizar herramientas de entrega automatizada (como Dynamic Creative u optimizaciones de presupuesto automáticas), es necesario realizar pruebas con variables controladas para obtener inteligencia de mercado sobre qué textos y niveles de consciencia funcionan. Si se delega todo al algoritmo desde el principio, se pierde visibilidad sobre las causas del éxito o fracaso; validar primero mediante controles…
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 about you understanding whether your Market reacts better to a director an indirect ad or to a state one of awareness versus a state three they do want the advertiser to get that Insight on their Market more I want the advertisers to get those signals to better understand what their Market is feeling and what they react to rather my opinion unless you have controls being placed into the best practice you're not…
Escúchalo en el minuto 1:51
El éxito en compra de medios depende de fundamentos de marketing y no solo de la gestión técnica de anuncios
Canales de adquisiciónLos especialistas en compra de medios (media buyers) se vuelven ineficaces si únicamente dominan la plataforma publicitaria; para generar resultados reales y escalables necesitan un perfil integral con dominio en investigación de mercado, psicología del consumidor, redacción publicitaria (copywriting) y diseño de ofertas.
believe a lot of media buyers are having difficulty because all they learned ever people become more full-stack marketers uh people who can actually understand market research consumer psychology understand copywriting 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 so you know I what we realized is our clients biggest problems was not necessarily media buying and media buying is a media buying is a media buying you know…
Escúchalo en el minuto 35:43
Canales de adquisiciónLa fase inicial de testeo publicitario debe utilizar micro-presupuestos para explorar diversas audiencias e intereses sin esperar rentabilidad inmediata. Su objetivo es generar datos para identificar el mercado correcto; una vez encontrado, la siguiente fase se enfoca en afinar el mensaje creativo antes de escalar mediante eficiencia y aprendizaje automático.
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 too you know phase one is 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 you're saying efficiency how…
Escúchalo en el minuto 31:10
Los problemas de rentabilidad publicitaria suelen radicar en la landing page y no en el costo por clic
ConversiónCuando una campaña de captación falla, la causa principal suele ser la falta de congruencia entre el anuncio y la página o una baja tasa de conversión en la landing page (como captar al 10% cuando el estándar de una página de lead opt-in debería ser del 30% al 40%), y no el costo de los clics o la configuración del anuncio.
uh the ad is no congruence to the landing page or the landing page itself is converting it you know it's a lead often 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. you know and
Escúchalo en el minuto 39:19
Canales de adquisiciónEn la publicidad de Facebook/Meta, la segmentación por intereses debe utilizarse como un punto de partida direccional más que como un límite estricto; el algoritmo se expande más allá de ese público y utiliza el evento de conversión configurado (como compras) para filtrar y encontrar a los usuarios con verdadera intención de compra dentro del segmento.
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 simply meaning as this is a basis point of interest that we believe our Market um but I mean you know Facebook is going to go outside of those interests anyway but in my opinion it's kind of like pointing them in the right direction so while you are directing them to a certain segment of people you're also assuming because I have told Facebook I want purchases…
Escúchalo en el minuto 25:28
Canales de adquisiciónLas campañas publicitarias deben estructurarse para mantenerse encendidas a largo plazo en lugar de apagarse y prenderse constantemente, evitando perder la inversión y los datos de entrenamiento acumulados por el algoritmo.
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
Escúchalo en el minuto 10:18
Mensaje y copywritingEntrenar y optimizar el copywriting es la forma más accesible y de mayor apalancamiento para mejorar el rendimiento publicitario, ya que la producción creativa audiovisual exige dominar software, edición, equipo y diseño, mientras que el texto persuasivo permite obtener resultados superiores sin altas barreras técnicas.
getting people better results and why copy is such a big emphasis in it is you know really the only other thing you can get people to get really 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 marketing anatomy of the creative to to produce good results but then you 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…
Escúchalo en el minuto 41:07
Jerarquía de prioridades para probar audiencias en prospección de Meta Ads
Canales de adquisiciónAl testear audiencias frías en Meta Ads, la priorización recomendada consiste en comenzar por intereses de competidores directos, continuar con autoridades o referentes del sector, pasar a medios y publicaciones relevantes, seguir con cargos y comportamientos identificados, y finalizar con audiencias abiertas (Broad) o Lookalikes amplios (del 5% al 10% en vez de 1% o 2%).
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 gasto publicitario mínimo de 10.000 dólares al mes para que resulte viable y efectivo implementar un sistema estructurado de testeo multi-fase en la cuenta; con presupuestos inferiores es preferible enfocarse directamente en la eficiencia de compra de medios para consolidar señales de conversión.
uh not really a 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
Canales de adquisiciónUn CPM elevado suele reflejar que los anuncios no están alineados con el modelo de negocio de Meta (retener la atención del usuario). Cuando los creativos generan una alta tasa estimada de acción y retienen atención, la plataforma premia la cuenta con inventario más barato y de mayor calidad publicitaria.
benefit us to try to be as algorithmically aligned with that um if we're not aligned with it and the system effectively penalizes a lack of alignment with Rising costs 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 and when I do get ads that users like to respond to that have a high estimated action…
Escúchalo en el minuto 15:03
Canales de adquisiciónUn CPM elevado suele reflejar que los anuncios no están alineados con el modelo de negocio de Meta (retener la atención del usuario). Cuando los creativos generan una alta tasa estimada de acción y retienen atención, la plataforma premia la cuenta con inventario más barato y de mayor calidad publicitaria.
benefit us to try to be as algorithmically aligned with that um if we're not aligned with it and the system effectively penalizes a lack of alignment with Rising costs 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 and when I do get ads that users like to respond to that have a high estimated action…
Escúchalo en el minuto 15:03
Canales de adquisiciónLas plataformas publicitarias por sí solas no construyen negocios; el valor real radica en el marketer capaz de entender el ecosistema completo (copy, páginas de destino, CRO y adaptabilidad multicanal) en lugar de limitarse a configurar campañas según las sugerencias automáticas de un único canal publicitario.
is that uh you know Facebook ad doesn't build a business uh a marketer does it doesn't Google ads don't build a business marketers do those are the people who actually help a company grow and so 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…
Escúchalo en el minuto 43:15
Validación metódica previa antes de confiar plenamente en la automatización de la plataforma
Medición y experimentosAntes de dejar que el algoritmo de una plataforma publicitaria optimice libremente, es imprescindible contar con un proceso metódico de pruebas que recolecte señales sobre el encaje de producto, posicionamiento y efectividad del mensaje.
don't need to have a methodical approach to gain insights that you didn't previously have because we're assuming 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 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
Escúchalo en el minuto 12:08
Estructura publicitaria descentralizada para mitigar el riesgo de fallo único
Canales de adquisiciónDistribuir el testeo y la inversión entre diversos elementos en lugar de concentrarlos en una sola campaña o anuncio evita puntos únicos de fallo y genera mejores señales de datos sobre los componentes creativos ganadores antes del escalado.
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
Escúchalo en el minuto 5:46
Uso de Dynamic Creative y datos centralizados frente al testeo manual de audiencias
Canales de adquisiciónCentralizar el presupuesto y los datos apoyándose en Dynamic Creative permite que el algoritmo de la plataforma publicitaria gestione la distribución eficiente, reduciendo la necesidad de testear audiencias manuales y evitando la fatiga de conjuntos de anuncios.
I would rather centralize all that data to get the most amount of stability think my primary difference is I would never test an audience I'm never using audiences I'm going Dynamic creative 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 work for me my only lever is then creative and I never have to worry about audiences or ad sets or campaigns dying
Escúchalo en el minuto 45:38
Canales de adquisiciónHacer pruebas rápidas de una semana y volcar todo el presupuesto sobre un solo creativo ganador suele provocar saturación y degradar las métricas de tasa de acción estimada y puntuación del anunciante, encareciendo los resultados.
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
Escúchalo en el minuto 13:13
Canales de adquisiciónHacer pruebas rápidas de una semana y volcar todo el presupuesto sobre un solo creativo ganador suele provocar saturación y degradar las métricas de tasa de acción estimada y puntuación del anunciante, encareciendo los resultados.
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
Escúchalo en el minuto 13:13
La publicidad y el copywriting no pueden compensar un modelo de negocio deficiente
Oferta y precioNi el mejor copywriter ni los mejores anuncios del mundo pueden salvar un modelo de negocio roto; del mismo modo, un modelo de negocio excelente tendrá dificultades si la ejecución publicitaria es deficiente.
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
Escúchalo en el minuto 46:07
Identificación de causas de rendimiento para sostener campañas publicitarias
Medición y experimentosEl rendimiento a largo plazo en publicidad pagada exige comprender las razones específicas por las cuales un anuncio funciona, ya que las campañas exitosas eventualmente pierden efectividad si no se extraen aprendizajes para iterarlas.
that starts taking off we both know that 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 8:02
Canales de adquisiciónLa subasta de Meta se rige por la puja, la tasa de acción estimada y la calidad del anuncio; forzar impresiones con activos no probados o sobre-segmentaciones degrada la experiencia del usuario, provocando que el algoritmo cobre una tarifa unitaria más alta por la publicidad.
exactly what you said is of it's like ad quality it's expected action rate and it's one more uh what is that it's bid so the bid equals a budget estimated action rate and advertising quality and it's less about a structural architectural thing I think there are ramifications of your architecture where you force Impressions lower quality user knowing that every ad effectively creates its own audience and that Facebook is trying to give their users the highest quality experience when you fight that you are then investing in forcing Facebook to give a lower quality experience to their users and…
Escúchalo en el minuto 20:12
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