Marketero · Entrevistas
Building a $1 Million Brand in 12 Months with Facebook Ads
34 ideas de marketing sacadas de «Building a $1 Million Brand in 12 Months with Facebook Ads», de Professor Charley T. Sobre todo de canales de…
- 34 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 07 min
- Publicada en 2024
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Medición y experimentosLas decisiones sobre apagar o escalar anuncios no deben tomarse según la atribución individual de último toque en la plataforma, sino analizando la rentabilidad general del negocio y el flujo de caja. Si la economía unitaria y los márgenes permiten adquirir ingresos a escala, la prioridad debe ser aumentar el presupuesto antes que micro-optimizar creatividades aisladas.
um first off if the ad does well or doesn't do well I don't care um how's the campaign doing and more importantly how is your business doing because you're spending money there right um success and failure or is that is good or bad is based purely on attribution that if it is based purely on attribution then it's what gets credit as the last touch point that doesn't matter um and what I'd be more interested in is when that ad earns more spend what happens to my bank account and more importantly if my biggest problem is that when I look at my PSM I can afford to spend more money on the…
Escúchalo en el minuto 38:03
Evaluar a los gestores de medios por impacto en el balance y no por ROAS de plataforma
Medición y experimentosSe debe desconfiar de agencias o compradores de medios que justifiquen su éxito únicamente en métricas de plataforma como el ROAS o la cantidad de tests realizados; un socio de adquisición debe hablar el lenguaje financiero del negocio y demostrar un impacto positivo directo en la caja y el beneficio neto.
lot of folks that look to metrics like Raz to say how successful they are right instead of saying when you work with us your bank account improves because what we're doing is trying to amplify your successful business model and we're um if the people you talk to talk in row as or they're talking about doing a lot of testing or they don't speak in money odds are their reliability to your bottom line and hiring them will only
Escúchalo en el minuto 52:57
Apalancamiento del algoritmo mediante creativos dinámicos (DCT) y segmentación amplia
Canales de adquisiciónPara maximizar el rendimiento en Meta Ads, se debe utilizar segmentación amplia (broad) junto con creativos dinámicos (DCT) y presupuesto a nivel de campaña (CBO), permitiendo que el aprendizaje automático seleccione y distribuya el gasto según la atención y el retorno.
um and when you start to use Dynamic creatives to leverage Facebooks machine learning and Ai and you start to use broad targeting you're not paying extra to make sure that the best people don't ad gets spend in a CBO and DCT environment abroad it's meeting Facebook's business objectives Facebook marketing is as simple as two things Facebook wants attention you want money if earning attention brings you money you're doing a good job if it doesn't
Escúchalo en el minuto 23:00
Evaluación de escalabilidad mediante el Margen de Escalamiento Rentable (PSM)
Medición y experimentosPara determinar la capacidad de escalar la adquisición de forma rentable, se debe comparar el valor de vida del cliente (LTV) contra el costo total por ciclo de vida, sumando el costo de adquisición (CAC) y el costo de producción (COGS) ponderados por la frecuencia de compra.
opportunity is a metric called profitable scaling margin or PSM and basically it's what's the divided by this other equation which is cost per acquisition cost to produce the goods and how often does somebody buy it so so for instance if I know it cost me times well that's 10 + 40 that's 50 time 2 and a half that's a buck 25 if I know that customer is worth $200 well now I know every time I spend 125 bucks I'm going to make $200 and I
Escúchalo en el minuto 7:37
Mantener anuncios de bajo gasto relativo para facilitar el escalado de presupuestos altos
Canales de adquisiciónNo se deben apagar anuncios secundarios que gastan una fracción pequeña del presupuesto diario solo porque parecen rendir poco a baja escala. Los anuncios principales que absorben la mayoría del gasto sufren la ley de rendimientos decrecientes al escalar; cuando el presupuesto global se multiplica, esos anuncios secundarios absorben el presupuesto adicional y sostienen la eficiencia.
other because ultimately too if your budget's a hundred bucks a day and that add is great for the first few days and then kind of drops off and then it's spending like $5 dollar a day or something like that and you're like oh man this ad sucks I'm going to turn it off but your performance is good what happens when you scale that and it goes to 150 200 500,000 a day that ad might actually do really good when you're spending a couple hundred dollars a day because the other ads that are earning all the spend that look really good they might not be able to scale with that business and ultimately…
Escúchalo en el minuto 39:12
El volumen de datos acumulados en el algoritmo supera a la estética creativa del anuncio
Canales de adquisiciónEl éxito masivo de un anuncio no es azar puro, sino el resultado predecible de entrenar al algoritmo con un historial consistente de datos. Un anuncio visualmente simple o 'feo' respaldado por miles de dólares en datos acumulados superará consistentemente a una producción de alta calidad que arranca desde cero sin historial de datos.
said that ad that got lucky and ended up spending $2 million happened because it sat on top of a mountain of very well constructed data that's basically just day in day out teaching the machine to go after the right people and then it what was luck was and completely random is what ad happened to pop off but the fact that we had an ad that did pop off was completely not random that is absolutely repeatable and non this the way to build a successful ad is to give the machine enough data to understand who to show your ads to a really dumb ad will outperform a really smart ad far more often…
Escúchalo en el minuto 35:16
Un buen modelo de negocio escala los anuncios, no al revés
Oferta y precioLa publicidad pagada debe usarse únicamente para amplificar un modelo de negocio que ya genera ingresos y rentabilidad por sí mismo. Si el negocio depende exclusivamente de optimizaciones en la cuenta de anuncios para ser viable, el problema es estructural del modelo y los anuncios solo acelerarán las pérdidas.
well like a good business model is what scales an ad account an ad account is not what scales and then amplify it and the reason you run Facebook ads is because you found something that works and you're amplifying it if you don't know what works fix that before you run your like if you don't know how you make money then don't run ads like my best invest that into ads to amplify however you got that revenue and profits but you can't skip the revenue like if you can't make money don't run ads because all you're doing is you're amplifying your failure by running ads
Escúchalo en el minuto 46:38
Transformar anuncios perdedores en ganadores mediante la optimización de la oferta
Oferta y precioLos anuncios únicamente compran atención; la rentabilidad real depende de la capacidad del modelo de negocio para monetizarla. Modificar la oferta incorporando escasez, urgencia, garantías y mayor valor percibido puede convertir un anuncio no rentable en el activo principal de adquisición sin cambiar el creativo.
base the ad is buying the attention the source of results is how good you are monetizing it and how good your business model is at maximizing the value of that we've been you know all of a sudden a losing ad becomes a winner ad when you change an offer when you yeah when you create an offer that has scarcity has urgency maybe some guarantees and is extremely valuable to the customer that losing ad became a very profitable and winning at in the ad
Escúchalo en el minuto 42:51
Priorizar la captación a través del producto que más compras secundarias genera
Oferta y precioPara validar y hacer crecer una tienda online desde cero hasta 10.000 $/mes, se debe identificar cuál es el producto de entrada que más incentiva compras repetidas posteriores (mayor LTV) y concentrar el presupuesto y los esfuerzos en adquirir clientes para ese producto específico.
what is your primary focus right now uh understand your numbers LTV cost per acquisition cogs purchase Cadence figure out the product that people inspires the most secondary purchases and prioritize the acquisition of that sale as efficiently and as high volume as you possibly can literally everything else is a complete distraction and will cost
Escúchalo en el minuto 56:27
Usar un producto 'gancho' en publicidad para atraer tráfico y vender el resto del catálogo
Canales de adquisiciónNo es necesario publicitar todo el catálogo para venderlo: basta con promocionar la oferta o producto con mayor poder de atracción para captar al cliente ideal y llevarlo a la tienda, permitiendo que la propia tienda venda el resto de productos.
like I tell people you don't need to promote all of your offers to sell them the Jordans make up a fraction a very minuscule fraction of Nike overall Revenue but they're probably the most commonly promoted offer because it gets you in the store so what gets the right customers's attention to come into your store and then let theore store sell them everything else if it's not the thing
Escúchalo en el minuto 16:30
Concentración presupuestaria en el anuncio y la oferta ganadora
Canales de adquisiciónEn marcas de comercio electrónico, suele ser un único anuncio el que genera el 80% o más de los ingresos; por ello, la estrategia más eficiente consiste en concentrar más del 90% del presupuesto publicitario en esa única mejor oferta en lugar de dispersar recursos.
almost always that it's one ad that's going to do the heavy lifting and sure by heavy lifting I mean like probably 80% or more of of the revenue so yeah promoting down to making sure that over 90% of every penny that was spent was on one best like
Escúchalo en el minuto 22:00
Retención y relación con el clientePara descubrir qué producto atrae a los mejores clientes recurrentes sin software costoso, filtra el historial de ventas para aislar a los clientes que han comprado más de una vez, analiza qué compraron en su primera transacción e identifica el artículo más repetido. Ese producto héroe es el que mayor probabilidad tiene de generar un segundo pedido y debe ser el foco principal de adquisición.
way is to take a look at the receipts like if you if you have woocommerce or Shopify or something you know it's a new customer versus a returning customer awesome let me identify all the people that are returning customers let me now isolate just what they they bought on their first transaction that could be like a CSV just like a list let me put that into a word cloud what's the biggest word that's your most commonly selling product on a new customer that turns into a second and now you're basically saying of all the people that bought multiple times what was the most common thing bought the…
Escúchalo en el minuto 11:41
Medición y experimentosUn anuncio con CPA alto o aparente bajo rendimiento dentro del administrador de anuncios puede estar cumpliendo la función de prospección pura (top of funnel), impulsando conversiones indirectas en búsqueda orgánica y email marketing. Debe medirse a través del CPA combinado (Blended CPA) y el beneficio global.
the point is in the way that Facebook delivers Those ads if the network result is my Blended CPA across my business ad often times I'll see ads where the CPM is really low the daily frequency is really low and the cost is really high bad ad well because that ad is growing your entire funnel top of funnel ad yeah but you notice that as a result of that ad getting more spend your bank account goes up because your organic search and your email improves well no that's a
Escúchalo en el minuto 40:20
Escalar el presupuesto publicitario con aumentos continuos del 5% semanal
Canales de adquisiciónSi el negocio genera suficiente margen sobre el gasto publicitario y la principal limitación es el volumen de inversión, la forma más predecible de escalar es incrementar el presupuesto un 5% de manera semanal o recurrente, evitando desestabilizar el rendimiento.
business is doing well and the biggest liability to my growth is the fact that I'm not spending enough off of the margin that I'm making on every dollar that I spend well I just need to increase my this is like ask yourself each week can I increase my budget by 5 per. if the answer is yes do it 5% a week over a year is 3x growth now if you do 5% a couple times a just spend 5% more next week and
Escúchalo en el minuto 41:49
Medición y experimentosLas empresas que carecen de modelos predictivos o histórico suficiente pueden calcular un LTV inicial y confiable dividiendo los ingresos totales acumulados entre el número total de clientes.
response is that's complete nonsense if you want to know your LTV it's really simple what is your total revenue divided by your total customers that's your total lcv if you don't have a more sophisticated number than that that's a completely accurate way of looking at
Escúchalo en el minuto 8:39
No apagar anuncios rentables por rotura de stock si continúan monetizando la tienda
Canales de adquisiciónLa publicidad consiste en comprar atención que se pueda monetizar de manera predecible. Apagar un anuncio ganador simplemente porque el producto mostrado se agotó o la fecha estacional pasó es un error si ese tráfico sigue convirtiendo rentablemente en otros productos del catálogo.
I noticed that there was this ad that was absolutely crushing it right it was far and the the ad was promoting a product that was completely sold out and it it was still the winning ad even though they had not been selling that product for months already and that was basically the ad that took people to the store to buy other products and that is wrong advertising is ultimately buying or earning attention that you can predictably monetize like that's advertising so this product sold out but you're now in my store great if I'm making money who somebody just turned an ad off because somebody in…
Escúchalo en el minuto 18:17
Oferta y precioPara mejorar la rentabilidad de un negocio, conviene auditar ingresos y gastos, eliminar los productos secundarios para concentrarse exclusivamente en el producto de mejor rendimiento, optimizar los procesos de soporte y marketing alrededor de él, y delegar tareas operativas siempre que sea rentable para liberar tiempo y enfocarse en resolver el cuello de botella principal.
money figure out where you make money and figure out where you spend it and just improve those unit economics like I know that's a massively oversimplified statement but to give the example of under outfit there was let's say a dozen products we promoting one was the best okay let's get rid of 10 or 11 of them and now let's make sure that that thing gets better for us well what do we need to do that well we need better customer service we need better whatever it is email marketing whatever it is so that we can improve what that does for us okay now this is taking a lot of our time so we can't…
Escúchalo en el minuto 1:00:16
Oferta y precioPara escalar en plataformas de machine learning como Meta, el producto de entrada no debe elegirse por tener el AOV más alto de inmediato, sino por permitir un CPA accesible con suficiente volumen diario de transacciones (que alimenten al algoritmo) y una alta probabilidad predecible de recompra.
like in Facebook where it's a machine learning environment where the machine is learning how to do a job if you focus all of that effort on doing one job really well it's going to get better and then ultimately make the machine focus on learning how to do that job as best out what was the best offer for the business model it wasn't the highest a OV it wasn't the product with the best said this is the product I can afford to get a lot of sales on a day so the CPA was low enough for us to get a decent volume because every transaction is a new data point that makes you better and this is a…
Escúchalo en el minuto 1:08
El riesgo de escalar negocios dependiendo al 100% de publicidad pagada sin bases orgánicas
Canales de adquisiciónDepender exclusivamente de anuncios de pago (como Facebook Ads) para crecer sin invertir tiempo en crear una audiencia orgánica y bases sólidas de negocio genera una estructura frágil y cara, cuyas consecuencias negativas se vuelven críticas al intentar escalar la facturación.
100% I I think that the majority of of money that way and the problem is that in order to build this system that we were talking about it takes a lot of time you know building an organic audience takes a lot of time and a lot of these brands that are just 100% relying on Facebook ads which is the by the way the most expensive way of just impatience impatient right to yeah create the foundations of the business and they're seeing the consequences whenever they are in maybe 10K per month 20K per month 50k per
Escúchalo en el minuto 50:16
Canales de adquisiciónEl éxito a gran escala en Meta Ads no depende de testear un volumen masivo de anuncios diferentes ni de micro-segmentar audiencias, sino de alimentar al algoritmo con suficiente volumen de datos en una creatividad para que aprenda a distribuirla a los usuarios que interactúan positivamente.
but that luck happens because you are prioritizing the user experience and the Machine to deliver the ads to the right landscape and also it's not about how test it has nothing to do with the volume of ads it has everything to do with the volume of data Facebook gets to know who to show your content to and I'm doesn't work is because you didn't invest and getting Facebook to be smart and understand who to show that ad to so opinion at all um you running Facebook like it was Google in 2013 like if you're still using audiences and cost caps and bidding models and trying to hack all of this…
Escúchalo en el minuto 25:59
Oferta y precioPara optimizar el flujo de caja futuro, se debe concentrar la inversión de adquisición en el producto específico del catálogo que tenga la mayor probabilidad de inducir una segunda compra en el cliente.
okay great now what products do when somebody buys this product what's the product that most likely lends itself to somebody buying a second time if I start to sell that product more than likely my future cash flow is going to look better because a higher percentage of the money I spend today is not only going to bring me money back but also going to bring more of its friends in the future and I
Escúchalo en el minuto 8:57
Estrategia y decisiones de negocioEl salto de seis a siete cifras suele depender de optimizar las operaciones: auditar en qué se invierte el tiempo y el dinero, externalizar tareas cuyo coste sea inferior al retorno que liberan y eliminar las iniciativas de baja rentabilidad.
like three things number one also time block your time and understand all of the things that are happening in your business and how much they cost and how much money you make look at that at your time look at that for your employees and look at that for the things that you're spending money on promoting anywhere where that like look at the most profitable Investments that are the easiest to scale and focus on those things purely improving your operations is easily the best way to get from six seven generally it's a misallocation of resources and just fixing that can so dramatically improve…
Escúchalo en el minuto 57:14
Canales de adquisiciónLos anuncios pagados amplifican el modelo de negocio: el gasto publicitario debe evaluarse según el valor futuro y el flujo de caja que ese cliente generará a 30, 45 o 90 días (LTV vs. CPA + COGS), en lugar de optimizar únicamente para obtener un ROAS positivo en el mismo día.
at business results inside of your Facebook ad accounter performance marketer where you look at well what's my Ras how much money did I make on the money I spent today but that doesn't business isn't about day-to-day profits dis business is about future cash flow at a profit you can't scale a brand in 30 45 60 90 120 days if you only make purchases and that way we knew that what we call PSM lifetime value divided by the sum of CPA and cogs times frequency of purchases like we know if somebody buys this we know what the future cash flow looks like which means when you're spending money on…
Escúchalo en el minuto 2:50
Canales de adquisiciónEn 310 Nutrition, un anuncio basado en una foto sencilla tomada por la recepcionista en la cocina generó 10 millones de dólares en ventas, mientras que una campaña de 100.000 dólares con Kris Jenner resultó en una pérdida estimada de 85.000 dólares.
world be the absolute best like I paid a Kardashian $100,000 for an ad and I had it getting I had it got beat by the receptionist taking a picture in the kitchen when I was working at 310 Nutrition receptionist picture made us $10 million Kardashian cost me 100 Grand to get Chris Jenner to take a picture probably lost $85,000 like you have no control over
Escúchalo en el minuto 28:54
El impulso inicial de un anuncio nuevo no es una base sostenible para escalar
Canales de adquisiciónDepender de lanzar creatividades constantemente para aprovechar el buen rendimiento de sus primeros días es un modelo insostenible. Ese impulso inicial ocurre porque el algoritmo prueba la entrega con nuevos usuarios, pero genera resultados no proyectables ni escalables a largo plazo.
because when you launch a new ad the first couple of days are questions but it's like why do my results look great for the first few days and then die off and it's like well because a new ad Facebook's going to push it out to people the problem is if your entire business is built on that initial Rush it's not say where that testing style comes from is initial non-scalable non projectable results that people
Escúchalo en el minuto 31:01
Priorizar la estabilidad en la adquisición sobre el testeo caótico constante
Canales de adquisiciónEvita cambiar y testear continuamente ofertas, audiencias y creativos de forma masiva, ya que esto crea volatilidad e imprevisibilidad en los costos de adquisición. Es preferible hacer pocos cambios controlados para mantener estabilidad en la captación y validar mejoras reales en el modelo de negocio.
focus on like how can I make the fewest amount of changes to have the greatest amount of stability in the front end of my business so I have the greatest confidence on the things that I'm doing to improve my business model if you're testing a bunch of ads if you're testing a bunch of offers if you're testing a bunch of audiences what you're really doing is saying let me see if I change the type of attention I buy on a dramatically consistent basis so it's wildly unstable and completely unpredictable and see if that works out well for me and honestly like investing in wildly unstable and…
Escúchalo en el minuto 46:53
Canales de adquisiciónLas marcas no deben dispersar su presupuesto publicitario anunciando todo su catálogo por apego a sus productos; mientras haya inventario suficiente del producto que mejor convierte y genera recompra, el presupuesto de adquisición debe concentrarse en escalar ese producto principal.
they're making 50k per month and they feel like they need to advertise every single product in the store maybe they're not selling this product or this or that other product that they want to sell more and they may be a little bit romantic about their products what will numbers I'll say all right if we know looking at this number that this is the most commonly bought product that brings in a second purchase okay and you're telling me you got a lot of products got it are you spending enough money right now that you can't that you're going to sell out of this number one product and you need to…
Escúchalo en el minuto 13:48
Canales de adquisiciónLas marcas no deben dispersar su presupuesto publicitario anunciando todo su catálogo por apego a sus productos; mientras haya inventario suficiente del producto que mejor convierte y genera recompra, el presupuesto de adquisición debe concentrarse en escalar ese producto principal.
they're making 50k per month and they feel like they need to advertise every single product in the store maybe they're not selling this product or this or that other product that they want to sell more and they may be a little bit romantic about their products what will numbers I'll say all right if we know looking at this number that this is the most commonly bought product that brings in a second purchase okay and you're telling me you got a lot of products got it are you spending enough money right now that you can't that you're going to sell out of this number one product and you need to…
Escúchalo en el minuto 13:48
ConversiónCentralizar la inversión publicitaria y la optimización alrededor de una única oferta principal permite que los aprendizajes del algoritmo, las pruebas de páginas de aterrizaje, los flujos de email y los upsells generen rendimientos compuestos y predictibilidad en el flujo de caja.
on doing just that job it's going to get start to work on the business model around that offer to improve the second purchase rate to improve the LTV to improve the aov so that like my landing tests continue to compound in value my email flows continue to compound in value as I C my oneclick up sales all my offer construction I can say this is how I make money I'm going to make this spending my money on to grow the business because I know with greater certainty than anything else how this is going to impact my bank account in the out if we're going to spend money to make money what is the…
Escúchalo en el minuto 5:01
Oferta y precioPromocionar productos secundarios cuando ya existe un producto principal con stock suficiente y tracción probada encarece la operación, añade costes de almacenamiento y reduce la rentabilidad; la inversión debe concentrarse en maximizar la mejor oportunidad existente antes de diversificar la oferta en anuncios.
the fact that like they think they need to be focusing on new areas of opportunity but they're not even taking advantage of the best opportunity that they have so in that way it's really easy to say you have 2,000 of these in stock right now you're selling 500 a month that's like that's your your ad spend would support the sale of 500 to 600 a month why are you promoting anything else like everything else you promote makes you lose money so you're going to work harder to make less money to make sure the machine is dumber and add cost on on warehousing and inventory
Escúchalo en el minuto 15:05
La distribución publicitaria moderna premia la atención ganada sobre la microsegmentación
Canales de adquisiciónA diferencia de los modelos publicitarios antiguos basados en distribución aleatoria que exigían acotar audiencias manualmente, los algoritmos modernos de machine learning operan como una economía de atención donde el anuncio gana su distribución; por ello, la estrategia debe enfocarse en cómo alimentar y entrenar al algoritmo en lugar de replicar marcos de segmentación obsoletos.
thinking because distribution of your ads Is ad the reason you needed to Target was because it was random is in 2018 Facebook changed think about Facebook never learned the lesson that Facebook is not random second it's a game theory economy built on the uh currency of attention basically people see the stuff they want to see attention is works so you have this execution logic and framework and theory that basically has no bearing on the tool that you're it if you know that Facebook is a machine learning algorithm what are you teaching it and what priority are you giving on teaching it to do…
Escúchalo en el minuto 32:30
Estrategia y decisiones de negocioEnseñar y publicar lo aprendido genera una ventaja competitiva duradera: provoca que la comunidad desafíe constantemente las ideas y plantee nuevos casos, lo que acumula un volumen masivo de repeticiones de pensamiento crítico y resolución analítica de problemas de negocio.
further than a lot of other people so I made a point of teaching and sharing what I learned with as many other people as possible and as a result I have had every single day in my life for the last six or seven years somebody come in and challenge what I've said present new ideas and make me think critically about it so the amount of reps that I have in Creative problem solving and analytical thinking on fixing problems for business development Facebook ads like that is hours of every day for the better part of a decade and I think that's an unfair Advantage I have but it was because I put…
Escúchalo en el minuto 1:04:05
Canales de adquisiciónTras simplificar la cuenta y dar con el creativo adecuado mediante Dynamic Creatives, una marca de moda logró invertir 1.8 millones de dólares en un solo anuncio durante 90 días para escalar masivamente sus ingresos.
months that one ad spent like $2 million I think it was like 1.8 million on one month and we were able to spend 1.8 million on that one specific spefic ad over the next like 90 days and the brand just scaled massively because of
Escúchalo en el minuto 24:39
Escalamiento de Underoutfit de 50k a 1M a la semana
Medición y experimentosUnderoutfit incrementó su facturación semanal de 50.000 a 1.000.000 de dólares (crecimiento de 20x) en menos de 20 meses.
you took under outfit from 50k per week to a million per week in a matter like 12 months how the hell did you do that I I would say 20x growth in less than 20 months is a fair way of putting
Escúchalo en el minuto 0:00
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