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Boost Your Facebook Ad Game: Insights from a Facebook Ads MBA Program Alumni
18 ideas de marketing sacadas de «Boost Your Facebook Ad Game: Insights from a Facebook Ads MBA Program Alumni», de Professor Charley T. Sobre todo de…
- 18 ideas despiezadas
- Fuente Professor Charley T
- Dura 32 min
- Publicada en 2024
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Auditoría de voz del cliente con 12 a 15 entrevistas cualitativas para extraer ángulos de venta
Investigación de mercado y clienteEntrevistar directamente a entre 12 y 15 clientes mediante preguntas abiertas permite extraer sus palabras exactas e identificar ángulos persuasivos reales para anuncios, superando las limitaciones de las encuestas corporativas cerradas.
I'm just doing a voice with the customer ready which is like all right let's ask a bunch like I want to interview 12 to 15 customers here are all the questions I want to ask so that we can get Concepts that actually move the needle for you and concept is a sales pitch right an angle a reason to buy so it's literally talking to these customers and using their words because sure even even like yeah but like that's a survey with like four responses how how many of them are open response like they also know insights being able to be pulled from that one as a strategic way to make the
Escúchalo en el minuto 9:17
ConversiónPresentar directamente al prospecto la documentación detallada y los sistemas operativos que se utilizarán para gestionar su cuenta reduce la fricción y dificulta el rechazo en el proceso de venta de servicios.
showed everybody my system like my documentation and and I just started Landing clients it's funny Kelvin in the program also like literally can't get people to say no because he just shows them the documentation it's like well I'm going to put through this it's so
Escúchalo en el minuto 8:13
Mensaje y copywritingPara crear anuncios efectivos en TikTok, aprovecha los primeros tres segundos mostrando un fragmento de una tendencia o video viral antes de introducir la marca y mantener el audio de la tendencia, logrando que el anuncio parezca contenido orgánico nativo.
what I've realized is the ad Concepts on Tik Tok are very different from the ad like the ad Concepts that work on Tik Tok are very different than the ad Concepts that work on Facebook what I've the ads that work it's the ones that are just picking up on a very popular Trend immediately and are just kind of using like like one Trend I've seen that's been very strong is when you actually use the first three seconds of the of a Tik Tok frame to be of the viral video and then you insert your brand after those three seconds so people are are like the intro right they actually think it's just a…
Escúchalo en el minuto 22:48
Validar conceptos publicitarios con activos de bajo costo antes de pagar producción profesional
Medición y experimentosAntes de comprometer presupuesto en producciones de video de alto nivel, se deben reutilizar y reformatear piezas existentes para testear los ángulos conceptuales en pauta. Solo cuando la data muestre con claridad cuáles conceptos superan con creces al resto, vale la pena invertir en producción de alta calidad para escalar esas ideas.
like let's be very Nimble and very strategic with your your budget and your distribution right now and let's actually see what the concept should be let's look at some of your assets and if they can be repurposed or reformatted in ways that can fit these Concepts and don't spend any money on production and once we're done with this test and we can see what are some winning Concepts elements but yo we have a clear indicator that concept one through two are killing three four and five like just crushing it yeah let's wait till we get those that data so then you can spend the money on a quality…
Escúchalo en el minuto 11:56
Alinear expectativas del cliente mediante medición combinada y progreso macro
Medición y experimentosAntes de iniciar el trabajo, se debe acordar con el cliente evaluar los resultados bajo una medición combinada (blended measurement) a nivel global de negocio (semana a semana o mes a mes), asumiendo que la atribución canal por canal tiene incertidumbre y que los procesos de prueba requieren tiempo.
come across like you need to communicate this to your client like from day negative one like before you sign the contract before you take their money before any work starts to happen it's a blended measurement with overall right like like include all the other players need to throw this number in here to get you a source of Truth and like the expectation of like we might be in Dynamic creative testing for like two months and that's okay that's okay long as we're getting versions it's okay like we may not exit Proving Ground for six months that's okay like as long as better than last month…
Escúchalo en el minuto 26:20
Canales de adquisiciónEn publicidad digital no se debe prometer el hallazgo inmediato de un anuncio ganador en un plazo fijo; el compromiso debe basarse en un marco metodológico y estructurado de pruebas para descubrir sistemáticamente las creatividades de alto rendimiento.
and I'm never going to promise a prospect that we're going to get you a winning ad in a week two a month two months like I can't tell you what the winning ad is going to be I can't tell you I don't have a crystal ball but what I do have iswk to discover what the lottery winning number is the lottery winning post ID is right like I have a framework to get there so as long as you're on board with the framework to get there then we're GNA be in a great
Escúchalo en el minuto 28:53
Las redes sociales generan la demanda y el canal de búsqueda la captura
Medición y experimentosLa publicidad pagada en redes sociales crea la demanda y consideración de marca, mientras que los motores de búsqueda responden a esa intención preexistente; atribuir las conversiones exclusivamente a la búsqueda de marca ignora el canal de origen que generó el interés inicial.
of the conversions tied to branded social creates the intent search responds to the intent now we're doing such a good job creating the intent on social that people are directly coming to search and doing your your branded key term search is up like 200% so is the intent that we created on social
Escúchalo en el minuto 16:41
Canales de adquisiciónSi un gran porcentaje de las conversiones de búsqueda proviene de términos de marca pero la empresa ya posiciona en el primer lugar orgánico y no hay competidores pujando por su nombre, conviene mantener el presupuesto en canales de generación de demanda para no pagar por tráfico que llegaría de forma gratuita.
what's the keyword that's driving it 80% of the conversions tied to branded of like I think we could probably not funnel budget there and we're still going to get those because you rank high organically anyways you have a unique name No One's Gonna Come up against you and there's no competitors yet that we need to start bidding aggressively right now so let's just play it easy kept the budget on Facebook beat the monthly sales Target by 8% right and it's just having that
Escúchalo en el minuto 16:38
Medición y experimentosEl rendimiento de las campañas depende de comprender al cliente, desarrollar una oferta sólida y crear anuncios claros con buenos ángulos, no de configuraciones complejas de píxeles o modelos de atribución diseñados por las plataformas publicitarias para adjudicarse el mérito de las ventas.
tell people attribution the idea of your credit was a tool designed by digital marketing platforms to take credit for work so that ad agencies would give them more money to feed their profitability will end and 50 years ago businesses were wildely successful with a good ad and a good business model and there was no such thing as a pixel or attribution and the reason it works isn't because of it's not because of some interest group targeting it's not because of attribution it's because ultimately a business figured out their model they figured out the ad they understood how to respect their…
Escúchalo en el minuto 6:11
Medición y experimentosEl rendimiento de las campañas depende de comprender al cliente, desarrollar una oferta sólida y crear anuncios claros con buenos ángulos, no de configuraciones complejas de píxeles o modelos de atribución diseñados por las plataformas publicitarias para adjudicarse el mérito de las ventas.
tell people attribution the idea of your credit was a tool designed by digital marketing platforms to take credit for work so that ad agencies would give them more money to feed their profitability will end and 50 years ago businesses were wildely successful with a good ad and a good business model and there was no such thing as a pixel or attribution and the reason it works isn't because of it's not because of some interest group targeting it's not because of attribution it's because ultimately a business figured out their model they figured out the ad they understood how to respect their…
Escúchalo en el minuto 6:11
Estrategia de contenidosProducciones publicitarias de seis cifras con celebridades o agencias de renombre pueden fallar completamente si la idea no resuena con el mercado, mientras que un anuncio tipo historia de Instagram grabado de forma casera en una cocina generó de 3 a 4 millones de dólares gracias a una correcta investigación de las necesidades de la audiencia.
I love that I mean I I I've dropped $100,000 to work with Chris Jenner I've hired the Harmon Brothers and I lost my shirt both times yeah I had a company where we we got the receptionist to shoot uh Instagram story in the kitchen and that ad has made three four million for the same brand where we paid six figures seven figures to higher Pros because at the end of the day we did the research to understand it's not just understanding what the market wants from
Escúchalo en el minuto 12:43
Estrategia de contenidosProducciones publicitarias de seis cifras con celebridades o agencias de renombre pueden fallar completamente si la idea no resuena con el mercado, mientras que un anuncio tipo historia de Instagram grabado de forma casera en una cocina generó de 3 a 4 millones de dólares gracias a una correcta investigación de las necesidades de la audiencia.
I love that I mean I I I've dropped $100,000 to work with Chris Jenner I've hired the Harmon Brothers and I lost my shirt both times yeah I had a company where we we got the receptionist to shoot uh Instagram story in the kitchen and that ad has made three four million for the same brand where we paid six figures seven figures to higher Pros because at the end of the day we did the research to understand it's not just understanding what the market wants from
Escúchalo en el minuto 12:43
Estrategia de contenidosProducciones publicitarias de seis cifras con celebridades o agencias de renombre pueden fallar completamente si la idea no resuena con el mercado, mientras que un anuncio tipo historia de Instagram grabado de forma casera en una cocina generó de 3 a 4 millones de dólares gracias a una correcta investigación de las necesidades de la audiencia.
I love that I mean I I I've dropped $100,000 to work with Chris Jenner I've hired the Harmon Brothers and I lost my shirt both times yeah I had a company where we we got the receptionist to shoot uh Instagram story in the kitchen and that ad has made three four million for the same brand where we paid six figures seven figures to higher Pros because at the end of the day we did the research to understand it's not just understanding what the market wants from
Escúchalo en el minuto 12:43
Crecimiento de ventas de 60k a 108k mediante reestructuración y metodología de pruebas
Canales de adquisiciónReorganizar la estructura de la cuenta publicitaria en Facebook e implementar un marco de pruebas creativas permitió escalar la facturación de una marca de 60.000 $ mensuales a 90.000 $ en el primer mes y a 108.000 $ en el siguiente.
unicorn guys like because we lifted sales from 60k the month prior to 990,000 and then the following month the goal was 100 we hit 108 now the goal in came in for the last 30 days and just reorganized the ad account structure and gave us a testing methodology and framework and a road map that we're
Escúchalo en el minuto 28:11
Investigación de mercado y clienteEl viaje del cliente no sigue una ruta directa ni limpia de anuncio a carrito y compra inmediata; la vida cotidiana fragmenta la atención y la compra suele concretarse días después a través de otros canales y momentos del día.
everyone's got this user flow mapping like Prospect sees Facebook ad clicks adds to cart doesn't convert retargeting ad oh there's the conversion it's like it's more like see the Facebook ad walks the dog picks up the poop sees 17 other ads takes a shower is hungry in the middle of the night and forgets he needs a hoodie right and it's like yeah yeah two days later makes the purchase yeah right that's human behavior so like if audience consumes any other differently
Escúchalo en el minuto 18:16
Uso de Connected TV para aumentar el ticket promedio y la confianza de marca en productos caros
Canales de adquisiciónPautar en Connected TV (CTV) ayuda a elevar el valor promedio del pedido (AOV) en ofertas de alto valor (high-ticket), ya que otorga una percepción de marca prémium y refuerza la confianza frente a objeciones antes de la compra.
even connected TV has also been really strong especially with a high ticket item just because for some reason I've seen these lifts in aov that a a client like oh but we've been running connected TV for 12 days so maybe we're seeing premium nature coming from connected TV that could be supporting people that have certain objections of I don't trust
Escúchalo en el minuto 24:06
Medición y experimentosEn una marca de biotecnología y alimentos médicos, el CPA se redujo de 90 $ en noviembre a 55 $ en diciembre, mientras que el valor promedio del pedido (AOV) subió de 60 $ a 95 $, logrando un costo de adquisición de cliente nuevo de 56 $ durante el mes.
just bananas like have another biotech medical food company CPA in November 90 CPA in December 55 aov in November 60 aov in December 95 cost to acquire a new customer 56 meaning that most of the customers are brand new in December and
Escúchalo en el minuto 4:02
Medición y experimentosUn negocio local de joyería registró un costo por mil impresiones (CPM) de entre 13 y 15 dólares durante el periodo de Black Friday, habiendo experimentado un incremento estacional del 50% en sus costos publicitarios.
call he's like yeah man Black Friday came around my cpms went up 50% I got a domestic jewelry business I'm paying like 1315 cpms and I was just like do
Escúchalo en el minuto 14:41
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