Marketero · Entrevistas
Ashton Shanks Reveals Hidden Entrepreneur Secrets
20 ideas de marketing sacadas de «Ashton Shanks Reveals Hidden Entrepreneur Secrets», de Professor Charley T. Sobre todo de canales de adquisición…
- 20 ideas despiezadas
- Fuente Professor Charley T
- Dura 52 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 20 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 20 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Aislar variables publicitarias antes de escalar con automatización
Medición y experimentosAntes de delegar el presupuesto publicitario a herramientas automatizadas como DCO o Advantage+, es necesario validar previamente los ángulos y copys con pruebas controladas para saber con exactitud por qué un anuncio funciona o fracasa.
like the phase three of our method is actually goes into the best practice goes into using the ACB going into using dco and and all those optimizations but in my opinion unless you have controls being placed into the best practice you're not gaining the inside 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 M money confidently knowing that all of it is going into things that you know already works and
Escúchalo en el minuto 4:20
Metodología de testing en 3 fases para escalar anuncios aislando variables
Canales de adquisiciónPara no contaminar las campañas de escalado y aislar variables, nunca se deben probar creatividades y audiencias al mismo tiempo. El proceso se divide en tres fases: Fase 1 (probar audiencias nuevas usando creatividades ya validadas), Fase 2 (probar nuevas creatividades contra el anuncio de control usando audiencias validadas) y Fase 3 (escalar combinando creatividades y audiencias ganadoras, manteniendo las fases 1…
but in that 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 in that campaign is unpolluted because you can have confident in confidence in every aspect of it so this decentralization is one campaign that effectively validates elements and then another campaign where you are doing testing of assets and audiences uh so arti is…
Escúchalo en el minuto 22:07
Canales de adquisiciónUn sistema complejo de testeo de audiencias y fases publicitarias requiere un gasto mínimo de 10.000 dólares mensuales en anuncios. Por debajo de ese presupuesto, no conviene diversificar en frameworks pesados, sino concentrarse exclusivamente en la eficiencia directa y en enviar señales claras al algoritmo.
really Niche it comes down to uh spend amount for us you know it's really spending at least $10,000 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
Escúchalo en el minuto 33:58
Canales de adquisiciónEn la publicidad de Meta/Facebook, la segmentación por intereses debe utilizarse como un punto de partida direccional y no como una restricción estricta. El algoritmo expande la audiencia más allá de esos intereses buscando conversiones más baratas, mientras que el objetivo de optimización (como compras) se encarga de filtrar dentro del segmento a los usuarios realmente dispuestos a convertir, independientemente de…
irrelevant anyway 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 of anyway but in my opinion it's kind of like pointing them in the right broad while you are 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 25:26
Mensaje y copywritingPriorizar el copywriting frente a la producción audiovisual completa ofrece un apalancamiento superior al formar equipos o buscar resultados rápidos, ya que mejora el rendimiento de los anuncios sin la fricción de aprender edición de video, software complejo o compra de equipo.
to 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 the the then you have to train them editing you have to train them software they have to get this equipment all this kind of stuff and so copy is the easiest leverage thing that I can train someone on how to do and them to get…
Escúchalo en el minuto 41:07
Benchmark de conversión del 30% al 40% para páginas de captura de leads
ConversiónCuando el tráfico pagado no rinde, el problema habitual suele residir en la congruencia del mensaje y la conversión de destino; una página de captura de leads (lead opt-in) saludable debería convertir entre un 30% y un 40%, por lo que un 10% indica una falla de conversión antes que un problema en el costo por clic del anuncio.
all the time it's like uh the ad is no congruence to the landing page or the landing page itself is converting it you know it's a lead optin it's converting it 10% your problem is not your advertising your problem is not your click cost your problem is that 10 people are converting out of a 100 when it should be 30 or 40 you know and so we
Escúchalo en el minuto 39:18
Canales de adquisiciónOptimizar y escalar campañas publicitarias requiere dominar investigación de mercado, psicología del consumidor, copywriting y creación de ofertas; la habilidad puramente técnica de operar plataformas de anuncios carece de diferenciación e impacto sin estos pilares.
more full stack marketers uh people who can actually understand market research consumer psychology understand copyrighting um and obviously outside of buyers that I could find were people who are really good at spending money really really good at media buying efficiency but they knew Jack all about marketing they knew Jack all about offer creation and all of it and so you know I buying you know I mean there's only so many ways you're going to create a campaign in my opinion no one really has that I'm seeing is that people are just not good marketers in general and they
Escúchalo en el minuto 35:51
ConversiónLas plataformas publicitarias no construyen negocios por sí solas; la verdadera rentabilidad y resiliencia provienen de dominar habilidades transversales como copywriting, optimización de landing pages y CRO, evitando depender exclusivamente de los botones y algoritmos de una única red publicitaria.
it 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 the 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 a…
Escúchalo en el minuto 43:15
Jerarquía de pilares para la segmentación y testeo de audiencias frías
Canales de adquisiciónAl estructurar pruebas de audiencias en plataformas de anuncios, se recomienda priorizar los segmentos en el siguiente orden: 1) intereses de competidores directos, 2) referentes o autoridades reconocidas de la industria, 3) publicaciones y medios especializados, 4) comportamientos y datos demográficos (como cargos laborales), y finalmente 5) audiencias amplias o públicos similares (lookalikes) extensos (5% al 10%)…
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 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 lookalike audiences we don't typically audience tests you know one or two% lookalikes uh but larger five six seven eight…
Escúchalo en el minuto 24:02
Medición y experimentosEn la primera fase de una campaña publicitaria no se debe buscar rentabilidad inmediata sino recopilar datos probando múltiples audiencias en paralelo con micropresupuestos. Una vez identificado a quién dirigirse, las fases posteriores optimizan el mensaje creativo y aprovechan el machine learning de la plataforma para escalar eficientemente.
just hedge on that which is why in Phase One You're testing many different audiences at one time sure um but it across it playing a game of Battleship and seeing what takes a ping or what tells me that it gives me more data of phase one it the the biggest disclaimer on is this is des not designed to be profitable which is also why we use micro budgets inside of it but it is not something designed to be profitable it's 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 31:09
Validar señales de mensaje y mercado antes de delegar la optimización al algoritmo
Medición y experimentosAntes de depender plenamente de la optimización algorítmica de plataformas publicitarias, se debe utilizar un proceso sistemático y metódico de pruebas para obtener señales claras de producto, posicionamiento y efectividad del mensaje publicitario.
but the vast majority of people running advertising have no idea what they're doing and so I think it can be a dangerous thought to say that you don't need to have a methodical approach to gain insights that you didn't previously have because we're assuming that people that's kind of more of what mine is hedging for which is for someone who is trying to learn and gain the insight and they don't understand their Market ly 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…
Escúchalo en el minuto 12:01
Canales de adquisiciónEs preferible estructurar campañas publicitarias continuas que no se apaguen frecuentemente, tratando cada anuncio como una inversión acumulativa en datos de aprendizaje en vez de activar y pausar constantemente anuncios y conjuntos de anuncios.
a nomenclature thing but I when I build an a campaign that thing basically never doing stuff but for me 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 or 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 10:16
Canales de adquisiciónUn CPM alto ($25 a $50+) suele reflejar que los anuncios no favorecen la retención ni la tasa de acción estimada (EAR) dentro de Meta. Alinear la creatividad con el objetivo de la plataforma de retener la atención del usuario reduce los costos y desbloquea inventario publicitario de mayor visibilidad y calidad.
aligned or not I look at uh CPM for instance as a ramification of that like I see advertisers spending 25 I like 3540 $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 only am I getting cheaper inventory um but I'm also getting higher quality visibility because Impressions is when I'm prioritizing Facebook's objective of the…
Escúchalo en el minuto 18:07
Canales de adquisiciónEn lugar de fragmentar presupuestos testeando audiencias manuales, conviene centralizar la data y emplear creativos dinámicos para que el algoritmo de la plataforma realice la entrega óptima, dejando al anuncio/creativo como la única palanca de optimización necesaria.
creatives I would rather centralize all that data to get the most amount of stability to think my primary difference is I would never test an audience I'm never using audiences I'm going Dynamic creative pretty much from from day one once I development but I'm then trying to align myself as closely as possible to the workings of the machine so that it can then my only lever is then creative and I never have to worry about audiences or adsets or campaigns dying ever again um
Escúchalo en el minuto 45:37
Canales de adquisiciónEn lugar de fragmentar presupuestos testeando audiencias manuales, conviene centralizar la data y emplear creativos dinámicos para que el algoritmo de la plataforma realice la entrega óptima, dejando al anuncio/creativo como la única palanca de optimización necesaria.
creatives I would rather centralize all that data to get the most amount of stability to think my primary difference is I would never test an audience I'm never using audiences I'm going Dynamic creative pretty much from from day one once I development but I'm then trying to align myself as closely as possible to the workings of the machine so that it can then my only lever is then creative and I never have to worry about audiences or adsets or campaigns dying ever again um
Escúchalo en el minuto 45:37
Estrategia de publicidad descentralizada para mitigar riesgos y capturar aprendizaje
Medición y experimentosEstructurar las campañas de anuncios de forma descentralizada evita depender de un único punto de fallo y permite aislar qué variables creativas funcionan; comprender la causa del rendimiento es indispensable para sostener resultados a largo plazo una vez que las campañas iniciales decaen.
decentralized concept which is the thing concept of the decentralize is that there's no single point of failure right so you're decentralizing your risk by one basket and you're decentralizing it so that you're getting better signal so it's Al the decentralized purpose is for the long term like you just said um you know if you get an ad campaign campaign's not lasting forever and 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
Escúchalo en el minuto 5:41
La publicidad y el copywriting no pueden compensar un mal modelo de negocio
Oferta y precioNi el mejor anunciante ni el mejor redactor del mundo pueden salvar un modelo de negocio inviable; del mismo modo, un modelo de negocio excelente tendrá dificultades si la publicidad es deficiente. La viabilidad comercial y la adquisición deben estar en equilibrio.
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
Escúchalo en el minuto 46:07
Riesgo de adoptar ciegamente las estructuras automatizadas de Meta sin señales de retorno
Canales de adquisiciónAceptar sin reservas las estructuras automatizadas recomendadas por representantes de plataformas (como DCOs o pruebas de gasto acelerado) puede ser insostenible financieramente cuando el sistema carece de señales de conversión suficientes para alimentar el machine learning.
say that you should trust us and let us some point a business cannot sustain spending the amount of money that they want you to spend and not seeing the results and then them they hold their partner to their advertisers because they can't even fix their own system them say you know our our combined structures our dcos and you know acbs are all great to give efficiency into machine learning machine learning for what you are not even getting the signals back to make those optimizations and so in a in a world where you're already Flying Blind they are not optimizing and doing their part why…
Escúchalo en el minuto 16:01
Divergencia entre algoritmos publicitarios e inteligencia de mercado
Canales de adquisiciónLas mejores prácticas estándar de las plataformas publicitarias están diseñadas para alimentar su propio aprendizaje automático y retención de usuarios, no para proporcionar al anunciante comprensión sobre qué mensajes o niveles de consciencia activan a su mercado.
ACB um is a media buying machine learning and the practices that they teach people to use is to what helps a machine learning uh growth happen um but 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 designed uh for the most part for them is how can we create a safe experience for users that deliver relev ads and that is their real only concern because they do not care about you understanding whether your Market reacts better to a direct or an indirect ad or to a state one of awareness…
Escúchalo en el minuto 1:33
Canales de adquisiciónBuscar un control granular manual en plataformas como Meta suele reducir la eficiencia del algoritmo de optimización, obligando al anunciante a balancear entre obtener señales causales claras o maximizar el volumen y rendimiento neto.
Facebook when we are trying to manipulate that or not lean into it as can um often that Insight comes at the expense of the insight and control or ability to have tactile control comes at the expense of the upside of performance
Escúchalo en el minuto 6:54
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.