Marketero · Entrevistas
BFCM Prep and AMA: Facebook Ads SUCCESS with Charley T
40 ideas de marketing sacadas de «BFCM Prep and AMA: Facebook Ads SUCCESS with Charley T», de Professor Charley T. Sobre todo de canales de adquisición…
- 40 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 06 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 40 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 40 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.
Control de CPA en CBO mediante reglas automáticas escalonadas
Medición y experimentosPara optimizar y cortar anuncios no rentables en CBO, se pueden implementar reglas automáticas escalonadas por tramos de gasto que apaguen el anuncio si el número de ventas no cumple el CPA objetivo (por ejemplo, con CPA objetivo de $20, apagar a los $100 gastados si hay menos de 5 ventas, o a los $200 si hay menos de 10 ventas).
work around here so yeah the the auto Optimizer rule basically says spend over a certain period of time or spend over a certain amount and efficiency is not good enough turn off the ad if that doesn't work for your ad account and every ad account is different then what we can do is imply a CPA so let's say for instance our Target cost is 20 bucks and we could say Hey by the time you spend $100 if you don't if you have less than five sales well then your CPA is over 20 bucks and you can just have that stacked up so at a 100 bucks you need to have 100 bucks and sales less than five then your…
Escúchalo en el minuto 54:24
Cálculo del Profitable Scaling Margin (PSM) para proyectar el retorno real del LTV
Medición y experimentosEl análisis de margen de escalado rentable (PSM) calcula la maduración del LTV cruzando el valor vitalicio del cliente frente al costo de adquisición combinado (blended) sumado al costo de los bienes vendidos en cada recompra, lo que permite proyectar con exactitud cuántos días tardará una inversión publicitaria en duplicarse.
PSM profitable scaling margin is LTV on one side of the equation divided by the cost per sale and the cost of goods times how many times somebody buys so let me give you an example let's say LTV on a customer is 200 bucks and between my cost per sale Blended not Facebook but Blended including the cost per sale plus how much it cost to make the product let's say it's 40 bucks and the average person let's say it's 50 bucks and the average person let's say it's 40 the average person buys two and a half tons that means on average it cost me $100 to acquire $200 and let's say the average person…
Escúchalo en el minuto 37:09
Integración de anuncios de whitelisting en una arquitectura de campaña única
Canales de adquisiciónEjecuta los anuncios de creadores o páginas secundarias (whitelisting) usando anuncios dinámicos (DCT/Flex) dentro de la misma campaña principal consolidada en lugar de aislarlos, a menos que un contrato exija un gasto mínimo garantizado. Deja que el algoritmo asigne presupuesto y valida si su consumo incrementa las ventas globales del negocio.
here's what I do I will launch my DCT or Flex ad with that new page and if it works great I'll bring that over whitelisting itself can be done right alongside branding efforts there's no reason that you need to isolate those efforts unless play but other than that in your one campaign architecture launch it as a DCT if it earns spend and when it does the business improves awesome go for it if it earns spend and when it does the business do not improve then it's bad
Escúchalo en el minuto 21:05
Retención y relación con el clientePara escalar con rentabilidad y margen, la estrategia de adquisición de clientes debe orientarse hacia el producto u oferta que genera la mayor tasa de segunda compra (SPR), evitando captar clientes que jamás volverán a comprar.
again that is paying extra to make less to get folks who are objectively far worse for your so what I want you to be focusing on is what actually gets the most people to buy a second time and this is what profitable scaling margin comes words the letters spr all right that is second purchase rate what product has the best second purchase rate in your business what single item or offer when somebody buys it gets the most people to buy a second time we're g to come back
Escúchalo en el minuto 5:07
Oferta y precioEn eventos comerciales como Black Friday, conviene ofrecer un paquete que cubra el ciclo completo de consumo proyectado del cliente con un descuento moderado; esto asegura el cobro de todo el valor de vida útil por adelantado y mejora la liquidez inmediata.
lot more and on Black Friday hey give them the entire lifetime value package for a little bit of a discount that way you get all of your money UPF front you don't need to wait on that cash flow and when they buy again your LTV goes up that's how you win Black Friday all
Escúchalo en el minuto 1:05:46
Priorizar en adquisición los productos con mayor tasa de segunda compra
Retención y relación con el clienteLa adquisición de clientes debe orientarse al producto o colección que genere la mayor tasa de recompra posterior, pues el valor de vida del cliente (LTV) y el flujo de caja futuro compensan un menor margen o incluso una pérdida en la primera transacción.
now what we're going to be focusing on here is which one most most often gets people to buy a second ton if I can make $5 profit for every sale but nobody ever buys a second ton I'm going to make substantially less money than if I lose $5 for every sale but 90% of people spend five times more own so I'm going to be pushing to my highest second purchase rate or maybe but it's the best most stable profitable scaling margin item that I have and that and when they bought a Melissa collection item the likelihood of them making a second or third purchase was three to four times higher than if they
Escúchalo en el minuto 10:25
Canales de adquisiciónMantener campañas separadas para testeo y escalado es una práctica ineficiente y obsoleta; si una creatividad demuestra tracción en la fase de prueba, debe escalarse directamente sin trasladarla a otra campaña, evitando reiniciar el aprendizaje del algoritmo.
Advantage Plus as a scaling campaign I don't recommend you run scaling campaigns I think the idea of having a separate testing and scaling campaign um is completely Obsolete and doesn't hold up any real weight in the real world uh if it's good enough to win and testing why not scale it otherwise your scaling campaign is just a campaign of test winners and that way then your test doesn't actually start until that goes into your scaling campaign and then just
Escúchalo en el minuto 1:00:29
Crear nuevos anuncios en lugar de editar conjuntos de Dynamic Creative o Flex Ads
Canales de adquisiciónNunca se deben sustituir imágenes o textos dentro de un anuncio de Dynamic Creative (DCT) o Flex Ad activo, ya que esto reinicia la fase de aprendizaje; lo correcto es publicar un anuncio nuevo por separado.
your video um if I do so will the ad set go into learning phase again or not yes it will never update never edit a DCT or a flex ad just launch a new
Escúchalo en el minuto 1:01:21
Oferta y precioPara proteger márgenes en Black Friday frente a marcas con presupuestos masivos, conviene testear previamente bundles de mayor valor por email y redes para capturar el LTV por adelantado en las semanas previas; luego, durante el pico de costes publicitarios del evento, se debe apagar la prospección masiva y dejar únicamente anuncios dinámicos de catálogo en retargeting.
now send out bundles via email and organic social media tell people that bundles exist have these be higher ticket bundles I want you to try to get your LTV in the first sale see what works and what doesn't I want you to spend the next 45 days testing a bunch of different bundles and see what has the best unit economics for your business when Black Friday comes instead of discounting your business you going to run these bundles I want you to spend the week before Black Friday the two weeks before Black Friday hammering social hammering email drain all of your email flows like just annoy the…
Escúchalo en el minuto 1:02:47
Evitar la exclusión de compradores recientes en campañas de Meta Ads
Canales de adquisiciónNo es conveniente excluir a los compradores de los últimos 30 días en Meta Ads; el algoritmo deja de mostrar anuncios si no hay interés, y el gasto marginal en esas impresiones es despreciable frente al potencial de generar una recompra rentable.
master yeah I generally don't make exclusions if you're not interested in buying then maybe you see an ad once or twice but you won't after that um and why exclude people that bought in the last 30 days well well people don't buy more than 30 days yeah well if you showed them ad maybe they would and if they're not interested they won't see the ad and like if it's if it's five people out of a thousand you showed an ad to if your CPM is even like a $100 that means you wasted 50 cents are we really trying to optimize out 50 cents when maybe that actually drove a sale you make one if you wasted…
Escúchalo en el minuto 56:12
Metodología 3:2:2 para pruebas dinámicas de anuncios
Medición y experimentosEl método de Dynamic Creative 3:2:2 (3 creatividades, 2 textos principales y 2 titulares) permite identificar qué elemento individual tracciona gasto y cuál titular funciona mejor, facilitando iterar y fortalecer sistemáticamente el anuncio más débil del conjunto ganador.
trains the 322 method is great because ultimately we have more than one option in a dynamic creative orlex ad right we have two headlines two primary text so it's not is did this ad win it's which headline was better and then we have three creatives so we can understand what earned spend and what didn't when we AB test two 322 ads against a Winner's ad set where we're specifically trying to improve the ad according to 4pi analysis within our Winner's ad set that is the weakest of our Investment Portfolio all we're doing is making our weakest link stronger and it's incredibly difficult
Escúchalo en el minuto 25:38
Medición y experimentosPara mejorar el rendimiento general sin crear anuncios aislados a ciegas, se deben lanzar simultáneamente dos pruebas dinámicas 3:2:2 enfocadas exclusivamente en mejorar el anuncio que presenta peor rendimiento en el embudo, permitiendo comparar qué hipótesis resuelve mejor el problema y duplicando la velocidad de aprendizaje.
with each individual objective I will have a winners ad set where I've got multiple ads that according to 4pi are handling different parts of the sales funnel and in my 322 ads I'm trying to make better versions of whichever ad according to 4pi is struggling the most what's my weakest link let me make it stronger and I'm going to probably run two 322s so I have not did I solve the problem but which test solve the problem better that way even if they're both a failure I learn twice as much twice as fast and if they're a win I get there twice as fast um I and I will only use the 322 ads I never…
Escúchalo en el minuto 52:39
Personalizar ubicaciones publicitarias en Facebook incrementa los costes de entrega
Canales de adquisiciónCualquier personalización o exclusión manual de ubicaciones en Facebook Ads eleva el coste por clic debido al efecto de desglose (breakdown effect); las únicas restricciones que no encarecen la entrega son edad, género y ubicación geográfica.
you pay more per click if you exclude certain types of placements yes you absolutely custom costs extra simple all set up okay so anytime you customize something it costs extra the only customizations in Facebook that do not raise costs are restricting your placement by age gender and location everything else costs extra and that's because of the breakdown effect
Escúchalo en el minuto 48:05
No evaluar ni escalar campañas publicitarias con datos de un solo día
Medición y experimentosLas ventas publicitarias no son lineales y presentan picos y valles naturales entre días. Un solo día no constituye un conjunto de datos accionable; las decisiones de escalado y rentabilidad deben evaluarse mediante tendencias semana a semana y mes a mes observando el volumen real de beneficio en la cuenta bancaria.
scale also success and failure is not defined by each day success and failure is defined by week over- week and month- over month trends don't spend money you lose and don't look at any one day as valuable data one day is not a data point right a data set of one isn't actionable it's just a thing that exists care about is what does the bank account look like and if the volume of profit in the bank account has risen greater than the volume of spend before you often see sales are not completely linear you'll have Peaks and valleys and the valley happens because you have Peaks on either side and…
Escúchalo en el minuto 28:20
Retención y relación con el clienteUna primera compra no consolida un negocio sostenible sino que equivale a captar un lead cualificado; un cliente real se define cuando realiza una segunda compra. Enfocarse únicamente en la rentabilidad de día uno es arbitraje a corto plazo, mientras que el valor del negocio reside en el flujo de caja futuro generado por la repetición.
push for a day one profitability that's not selling a business that's being a salesperson that's not building future cash flow that's relying on short-term and over and over again instead you can look at e-commerce as lead gen how much does it cost to acquire a customer that's very different than how how much does it cost to make a sale a customer this is the third thing I want you to write down today a customer is somebody who buys more than once a sale is just a lead we all know that getting somebody who bought wants to buy a second time well it's probably cheaper to make that second sale…
Escúchalo en el minuto 3:37
Oferta y precioEn lugar de aplicar descuentos generalizados a los productos para inflar el volumen de ventas en Black Friday, el enfoque debe ser adquirir clientes de calidad. Los compradores atraídos exclusivamente por descuentos son altamente sensibles al precio, carecen de lealtad de marca y reducen drásticamente el valor de vida del cliente (LTV) posterior.
specific phrase Black Friday is about acquiring customers at a discount it's not about discounting your products to get more customers there's a off discount buyers are more price conscious and price conscious buyers are the Le brand loyal meaning if you discount your products during Black Friday to help inove the volume of sales what you're doing is getting a whole bunch of people who will never care about your business this will destroy your LTV and come mid February when all you bought high quality customers who were more likely to buy a second and a Friday if you work on discounting all…
Escúchalo en el minuto 1:35
Oferta y precioEn lugar de aplicar descuentos generalizados a los productos para inflar el volumen de ventas en Black Friday, el enfoque debe ser adquirir clientes de calidad. Los compradores atraídos exclusivamente por descuentos son altamente sensibles al precio, carecen de lealtad de marca y reducen drásticamente el valor de vida del cliente (LTV) posterior.
specific phrase Black Friday is about acquiring customers at a discount it's not about discounting your products to get more customers there's a off discount buyers are more price conscious and price conscious buyers are the Le brand loyal meaning if you discount your products during Black Friday to help inove the volume of sales what you're doing is getting a whole bunch of people who will never care about your business this will destroy your LTV and come mid February when all you bought high quality customers who were more likely to buy a second and a Friday if you work on discounting all…
Escúchalo en el minuto 1:35
Oferta y precioEl comportamiento del consumidor tras la compra inicial es altamente predecible y depende del producto adquirido. En catálogos con múltiples productos, la adquisición debe concentrarse en promocionar como oferta de entrada aquel producto específico que históricamente detona una segunda y tercera compra.
here number two is that consumer buying Behavior the average customer journey and how they deal with a business is incredibly predictable how people people respond after buying a specific product is very sticky it's one of the stickiest things in any business so why this is is you're selling multiple products bottle one of these is far more likely to get somebody to buy a second time now if if you're a
Escúchalo en el minuto 2:49
Oferta y precioEn lugar de descontar productos masivamente para ganar volumen en Black Friday, conviene estructurar ofertas de ticket más alto con productos que tengan un alto margen de escalado rentable (PSM) y buena tasa de recompra (SPR), adquiriendo clientes de mayor calidad que sostendrán el flujo de caja en los meses siguientes.
going to be able to understand of the offers that have a good spr what offers have a good PSM and this will allow you to begin to construct offers from Black Friday where you can begin to incorporate products with a good PSM and a good spr and make your higher ticket offers during Black Friday because remember you're buying higher quality customers at a discount you're not discounting your product to buy more customers you're going to start setting up your future cash flow and get a huge leap ahead to double your business instead of polluting the well and drying up your business so so that…
Escúchalo en el minuto 41:16
Diferenciarse de gigantes de bajo precio apelando a la emoción y el estatus percibido
Marca y posicionamientoPara evitar competir por precio contra marketplaces masivos y poder cobrar tarifas superiores, el producto debe posicionarse conectando con la identidad del cliente: cómo lo hace sentir y la percepción de estatus que proyecta ante los demás.
lowquality product for a really good price they can go to Amazon or Teemu or Walmart if they want something that meets the why so that they can sell because of how it makes them they can buy because of how it makes them feel and how they think they will look to others they'll come to you meet their need and you can charge a
Escúchalo en el minuto 1:05:22
Vender a través de la identidad y la emoción supera a la venta de características o entregables
Mensaje y copywritingLos clientes toman decisiones de compra impulsados principalmente por cómo el producto los hace sentir consigo mismos y la imagen que proyectan hacia su entorno social, no por la lista de funciones o entregables técnicos. El mensaje debe enfocarse en la transformación, el estatus y el alivio emocional en lugar de limitarse a describir las características del producto.
will tell you people buy with emotion and identity more than anything else you politics facts features benefits mean exponentially less than how our choices make us feel about ourselves and how we think they make us look to others because the marketing team mastered the why and if you're still selling the what because that product makes the buers feel a certain way about themselves and how that product makes the buyer look to thing of what do people think about me Rich the point is this identity is powerful if you're still selling on the 3690 plane now that's great or I could I can help you…
Escúchalo en el minuto 30:18
Evaluación de gestores de tráfico basada en métricas financieras globales
Estrategia y decisiones de negocioAl contratar o evaluar una agencia o responsable de anuncios, exige que comprenda el estado financiero general (P&L), el flujo de caja y la rentabilidad por cliente a largo plazo, evitando gestores que solo optimizan resultados inmediatos del primer día a expensas de la salud financiera del negocio.
business um and I know agencies that get some kid that they've trained in cost caps to basically destroy your business because their definition of success is day one and do you want a good day or do you want a great year and if you want a great year you have to about ask them has the person who's running my ads ever personally managed a seven rate figure business are they aware of finances are they going to be look caring about my p&l are they concerned with profitability per customer or cash flow and you're going to get NOS to all of those questions which means you shouldn't trust those…
Escúchalo en el minuto 23:10
Investigación de mercado y clienteDistintos segmentos de clientes presentan ritmos de recompra diferentes (por ejemplo, ciclos cortos de 15 a 30 días frente a compras recurrentes cada 90 días); conocer estos desfases temporales permite planificar y adelantar la captación para sostener los ingresos antes de caídas estacionales en las plataformas publicitarias.
you can also run it by audience what I is if you're selling to different groups of people let's say you're selling a business let's say it's a woman under 35 that woman and over 35 they're both worth say 200 bucks when they buy the case the younger woman might buy one bra come back buy another one and then come back and get the buy three get one free awesome an older woman might come in and just buy the buy three get win free and come back and buy once or twice more the young woman who's buying the one bra and coming back and buying another one and then taking the bundle offer she might buy…
Escúchalo en el minuto 38:37
Comportamiento presupuestario al migrar creativos ganadores a conjuntos de control en Meta
Canales de adquisiciónAl trasladar el Post ID de un creativo ganador desde un conjunto de pruebas dinámicas (DCT) a un conjunto de anuncios de control existente, es habitual que no reciba presupuesto de inmediato, ya que el algoritmo de Meta favorece la entrega hacia los anuncios que ya cuentan con un historial acumulado de conversiones y gasto.
question when you move the post ID it's very uncommon that that post ID would immediately get spent because you're moving that post ID into an adet where Facebook already knows how to spend the money remember the campaign decides what ad set to spend the money on the ad set decides to what ad to spend the money on so if that's a new ad in an existing ad set with Proven Winners it might take a little while to earn spend and if have and when you move it over it doesn't earn spend and you leave the DCT on you can add budget you don't actually have any problem it will take time for that ad to…
Escúchalo en el minuto 42:57
Los anuncios pagados deben reinvertir ganancias orgánicas previas
Canales de adquisiciónEl tráfico pagado debe financiarse como una reinversión de beneficios previamente obtenidos de forma orgánica; recurrir a anuncios para sostener un modelo de negocio que no genera ventas por sí mismo resulta inviable.
revenue is not purely based on your ads you should already be making money before you run ads make sales organically your ads are only a portion of your profit that you then invest in the acquisition of more attention with need to be profitable on day one because you're already profitable you're only spending a portion of your profit on your ads otherwise what you have is not a business that you should be spending money on your ads to promote because your business itself isn't good enough yet if you're spending money on ads for a business that needs ads to make sales
Escúchalo en el minuto 10:55
Mensaje y copywritingEl mensaje de venta es mucho más persuasivo cuando apela a la transformación de identidad y al estilo de vida que conseguirá el cliente (paz mental, tiempo con su familia, autonomía del equipo) que cuando se enfoca en enumerar habilidades o características técnicas del producto.
community one of those things makes you feel a lot different than the other one of those things is great well those are a bunch of skills the other one is wow for a certain amount of money I'm going to be in a spot where I'll never need anybody else again and I can train my team so that I can have a better internal team than anybody I could ever hire and I could go back to the life I want to have like you have to think about that stuff and identity
Escúchalo en el minuto 35:29
Canales de adquisiciónSi una campaña publicitaria ya tiene un rendimiento positivo que permite aumentar el presupuesto, lanzar nuevos tests de creativos es un error que puede desestabilizar los resultados; cuando la adquisición funciona, se debe escalar y no sobre-experimentar.
back yeah that's you that's you every time you creative test whenever performance is good whenever you're like well I'm happy with my performance today we could spend more budget so let's launch some more creative testing which is objectively the dumbest thing you could do like if you can spend more money launching new ads destroys you've already solved the problem stop trying to solve it over and over again so thank
Escúchalo en el minuto 14:35
Canales de adquisiciónLos anuncios con métricas de conversión inmediatas más altas suelen tener frecuencia elevada y CPMs más caros porque la plataforma los muestra únicamente a un grupo reducido de usuarios con alta intención de compra en el fondo del embudo, lo que impide su escalabilidad hacia audiencias frías.
there's a reason why your best ads don't scale it's because generally when you do channel out for 4pi those are the ads that overwhelmingly have a higher frequency and a higher CPM because they're shown to people more often and they're shown to a smaller group of people so the more likely to hit people in their mid and bottom funnel because those people are ready to make that purchase and the reason they're getting shown to those people is because those people have given the platform the signal that they're in the buying mood they're in the buying Behavior they have
Escúchalo en el minuto 17:44
Criterio de decisión para escalar entre sorteo (giveaway) y oferta gancho (tripwire)
ConversiónPara decidir si enviar tráfico a un sorteo gratuito o a una oferta tripwire, se debe calcular el valor unitario por visitante, el margen de contribución y la tasa de conversión a cliente recurrente de cada ruta; se escala el camino con mejor margen y mayor probabilidad de recompra.
um I want to understand how my business makes money if it's more effective for me to go to trip wire awesome if it's more effective for me to go to the giveaway awesome understand what is the unit value of a trip wire visitor what is the unit value of a giveaway visitor which one of those things is easier to scale because the second purchase rate or in this case the likelihood of trip wiy a giveaway buyer becoming a full-time customer which one's better and looking at the PSM which one has a larger margin with which you invest in pick that scale
Escúchalo en el minuto 57:33
Diferencia entre el suelo de ingresos orgánicos y el rol de los anuncios pagados
Medición y experimentosEl suelo de ingresos (lo que el negocio factura sin publicidad pagada) debería crecer a un ritmo orgánico del 20% al 30% anual; el propósito de los anuncios es aportar volumen de oportunidad para multiplicar hasta 10 veces ese crecimiento base, no actuar como una métrica aislada de margen diario.
waking up to money what we call the revenue floor how much you would sell without ads that should be going up at 20 30% a year what you make with ads can 10x that growth if with your ads you're the business we make the business healthy so that we can spend more money on ads ads is volume of opportunity it's not profit margin there's a huge
Escúchalo en el minuto 22:48
Priorizar el volumen de beneficio absoluto sobre márgenes altos acelera el crecimiento
Oferta y precioEs preferible capturar un menor margen porcentual sobre un gran volumen de facturación que un margen del 100% sobre un volumen mínimo, ya que un mayor caudal de clientes acelera la recompra y el crecimiento del negocio; usar cost caps restringe ese volumen.
do you want the highest margin at like no volume or do you want a 100% profit on $50 a day or do you want 10% profit on a, a day one of those is going to help you get people to buy a second time a lot faster and way more people to do it remember profit volume contribution margin cost caps are brand killer not brand Growers all right awesome I think
Escúchalo en el minuto 48:54
Medición y experimentosEs imposible atribuir con precisión una venta a un anuncio específico porque el cliente experimenta decenas de puntos de contacto antes de comprar; atribuir todo el mérito al último impacto ignora la construcción de demanda previa y distorsiona la toma de decisiones.
subscription the point here is simple it is impossible to say what ad made any sale happen it is impossible to say how um you can't ever actually the concept of attribution itself is a lie there's no way to actually point to anyone ad completely Fair um no two customers have the same customer experience it generally takes dozens of touch points gets credit because it's the last touch Point that's like saying well if I want salese now that's ignoring everything that goes beforehand right like well like there's so many steps to go into something other than the ad that
Escúchalo en el minuto 15:44
Optimizar solo para el ROAS del día uno perjudica la tasa de segunda compra
Retención y relación con el clienteApagar los anuncios de prospección para dejar solo los de alta rentabilidad inmediata agota el embudo y fuerza a lanzar creatividades dispares constantemente; esto atrae compradores heterogéneos sin coherencia, dificultando la retención y la venta recurrente a largo plazo.
that and if you were to cut off all of your bad ads and just run whatever is most profitable what do you see well your creative fatigues which is operator error and you cost caps unless you launching new ads constantly they'll stop spending because you completely drained the funnel so then you launch a bunch of new ads constantly you attract a whole bunch of different types of potention which ultimately means you have many different types of buyers which ultimately means going back that second purchase rate if you have no idea why somebody bought and you're things the ability for you to sell…
Escúchalo en el minuto 18:32
Medición y experimentosEs imposible atribuir con precisión una venta a un anuncio específico porque el cliente experimenta decenas de puntos de contacto antes de comprar; atribuir todo el mérito al último impacto ignora la construcción de demanda previa y distorsiona la toma de decisiones.
subscription the point here is simple it is impossible to say what ad made any sale happen it is impossible to say how um you can't ever actually the concept of attribution itself is a lie there's no way to actually point to anyone ad completely Fair um no two customers have the same customer experience it generally takes dozens of touch points gets credit because it's the last touch Point that's like saying well if I want salese now that's ignoring everything that goes beforehand right like well like there's so many steps to go into something other than the ad that
Escúchalo en el minuto 15:44
Por qué sube el CPM al ejecutar campañas simultáneas sobre la misma audiencia
Canales de adquisiciónCuando dos campañas compiten simultáneamente por una audiencia, una acapara las impresiones de mayor intención y receptividad, forzando a la otra a pujar por usuarios con menor receptividad, lo que encarece directamente el CPM.
campaign itself um the reason your cpms go up when running them both side by side is because one ad is getting the higher intent Impressions so the other one has to work harder so it's showing ads that people who are slightly less interested in seeing the content at the end of the day uh the people's receptiveness to Senor content is directly related to or directly informs what the CPM is and so as a result your cost of advertising goes up and down but
Escúchalo en el minuto 59:54
El testeo excesivo de creatividades y el uso de cost caps dañan el LTV
Canales de adquisiciónLanzar decenas o cientos de anuncios nuevos cada semana y depender de tácticas como cost caps degrada el embudo y perjudica el flujo de caja y el valor de vida del cliente.
on funnel destroying tactics that ultimately hurt cash flow and LTV things like cost caps and creative testing on a consistent basis like why are you running a thousand new ads a week why are you launching 10 new ads a week these are all really bad ideas but there
Escúchalo en el minuto 8:01
Inestabilidad a largo plazo de las campañas Advantage+ Shopping (ASC)
Canales de adquisiciónLas campañas ASC en Meta tienden a sufrir fatiga publicitaria rápida porque muestran los anuncios a personas que ya están en mercado de compra en lugar de construir demanda, lo que vuelve el rendimiento insostenible a largo plazo y nivela la eficacia de buenos y malos anunciantes a un nivel medio.
reason for this oh you're running ASC Advantage shopping fatigue ad it shows that the people because they're in the buying Market not because they want to see your content which basically says I have a good ad it works I'm going to make it a bad ad how do you do that easiest way drop into an ASC campaign ASC is not sustainable it was not designed to be sustainable Advantage shopping campaigns were designed for people who can make a ton of content and aren't good at using Facebook it takes an f-g grade marketer and makes him a C+ it also takes an a grade marketer and makes him a C+ um yeah so…
Escúchalo en el minuto 51:53
Medición y experimentosTener un CTR muy elevado no es una ventaja si el CPM es excesivo; suele ser más rentable operar con un CTR moderado (como un 2%) si eso permite reducir drásticamente el CPM y abaratar la adquisición.
over 100 even 200 but my CTR is a 10 so have is a super high CTR which is a liability I don't want a 10 CTR um I want a if I could get a two CTR but my CPM drops from 100 to 15 I'll make way more money a high CTR is a bad thing um and
Escúchalo en el minuto 45:56
Expectativa de crecimiento anual: orgánico vs inversión publicitaria
Estrategia y decisiones de negocioUn crecimiento anual del 20% al 30% debería alcanzarse de forma orgánica sin necesidad de pauta; si se invierte activamente en publicidad digital pagada, el objetivo esperado debería ser duplicar el negocio (crecimiento de 2x año contra año).
deserve they'll be saying things like 20 30% growth year-over year is amazing you should do that you should be achieving that level of growth without ads with ads if you're not getting twox growth you're probably not doing good enough that's the objective truth you're
Escúchalo en el minuto 19:29
Escalado de Under Outfit de 50k $/semana a 7M $ en un mes
Medición y experimentosLa marca de ropa Under Outfit pasó de generar 50.000 dólares semanales a facturar 7 millones de dólares en el mes de abril tras optimizar su estrategia publicitaria en Facebook.
with under outfit which was also an MBA program student they came in doing 50k a week and uh we did 7 million in April in the month of April we did twice three times as much as we did in all of the first year totally
Escúchalo en el minuto 9:17
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.