Marketero · Entrevistas
Building a $1 Million Brand in 12 Months with Facebook Ads
44 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…
- 44 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 07 min
- Publicada en 2024
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Optimizar la oferta y monetización antes de culpar al rendimiento de los creativos
Oferta y precioEl anuncio publicitario únicamente compra la atención del usuario, mientras que los resultados provienen de la capacidad del modelo de negocio para monetizarla; mejorar la oferta con escasez, urgencia y garantías sólidas puede convertir un anuncio perdedor en un ganador altamente rentable sin modificar la pieza publicitaria.
base the ad is buying the attention the source of results is how good you are at monetizing and how good your business model is at maximizing the value of that 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
Retención y relación con el clientePara descubrir qué producto atrae a los mejores clientes sin necesidad de software costoso, filtra en tu ecommerce a los clientes recurrentes, extrae los productos de su primera compra y analiza cuáles son los términos o artículos más frecuentes; ese producto es el principal candidato para concentrar la 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 bought on their first transaction that could be like a CSV 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 first time thing…
Escúchalo en el minuto 11:41
Oferta y precioPara optimizar la adquisición pagada en entornos de aprendizaje automático (como Meta Ads), no se debe priorizar necesariamente el producto con mayor ticket medio (AOV), sino aquel con un CPA suficientemente bajo que permita generar alto volumen diario de datos para el algoritmo y que tenga la mayor probabilidad y previsibilidad de generar una segunda y tercera compra.
like in Facebook where it's a machine 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 out what was the best offer for the what we did was we took a look at it and 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 product where more likely than most other products when somebody buys this they're going to buy again and not only that we have a…
Escúchalo en el minuto 1:08
Oferta y precioPara optimizar la adquisición pagada en entornos de aprendizaje automático (como Meta Ads), no se debe priorizar necesariamente el producto con mayor ticket medio (AOV), sino aquel con un CPA suficientemente bajo que permita generar alto volumen diario de datos para el algoritmo y que tenga la mayor probabilidad y previsibilidad de generar una segunda y tercera compra.
like in Facebook where it's a machine 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 out what was the best offer for the what we did was we took a look at it and 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 product where more likely than most other products when somebody buys this they're going to buy again and not only that we have a…
Escúchalo en el minuto 1:08
Escalar el presupuesto publicitario un 5% semanal para triplicar la inversión en un año
Medición y experimentosSi el negocio mantiene márgenes rentables, incrementar el presupuesto publicitario de forma progresiva un 5% cada semana permite escalar con estabilidad y multiplicar por tres (3x) el volumen de inversión a lo largo de un año.
this is like ask yourself each week can I increase my budget by 5% 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 week you can grow a lot faster but the just spend 5% more next week and
Escúchalo en el minuto 42:04
Profitable Scaling Margin (PSM) y cálculo básico de LTV para proyectar la escala
Medición y experimentosPara determinar con precisión cuánto presupuesto publicitario puede absorber un negocio, se debe calcular el Profitable Scaling Margin (PSM) comparando el LTV con el costo total incurrido por cliente (CAC más costo del producto multiplicado por la frecuencia de compra). En empresas tempranas sin analítica compleja, el LTV inicial se obtiene de forma confiable dividiendo los ingresos totales entre el número total de…
scale yeah I mean the key metric that I opportunity is a metric called profitable scaling margin or PSM and basically it's what's the lifetime value of my customer divided by the sum of or divided by this other equation which is cost per acquisition cost to produce the goods and how often does somebody buy it so for instance if I know it cost me 10 bucks to make a product and it costs me $40 to sell that product and the average person buys two and a half times well that's 10 plus 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…
Escúchalo en el minuto 7:32
Priorizar la adquisición del producto que detona mayor volumen de recompra
Oferta y precioPara hacer crecer un e-commerce en su etapa inicial, es fundamental conocer las métricas unitarias (LTV, CAC, COGS y frecuencia de compra) y concentrar todos los esfuerzos de adquisición en el producto que genera el mayor número de compras secundarias.
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 you the future of your
Escúchalo en el minuto 56:30
El éxito de un anuncio depende más del histórico de datos que del acabado estético
Canales de adquisiciónUn anuncio simple o visualmente rudimentario superará a una pieza de alta producción si cuenta con un amplio histórico de datos y gasto acumulado, ya que el algoritmo aprende a quién mostrarlo basándose en esa información previa.
spending $2 million happened because it sat on top of a mountain of very well constructed data that's basically just day and day out teaching the machine to go after the right people and then it 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 because the really dumb ad is a lot smarter with the data that it references an ugly ad will outperform the world's most beautiful video if the ugly ad sitting on a thousand or 10,000 or million dollars of AD spend and that…
Escúchalo en el minuto 35:19
Medición y experimentosNo se deben apagar anuncios individuales únicamente por una caída en sus métricas de última atribución; si la campaña global y las finanzas del negocio son rentables, esos anuncios secundarios pueden ser los que absorban el volumen cuando se escale el presupuesto diario.
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 then if it is based purely on attribution then it's what gets credit as the last touch point that doesn't um and what I'd be more interested in is when that ad earns more spend what happens to my bank then I don't have a problem I just need to spend more money like I don't need to optimize my ads and increase my budget like that and…
Escúchalo en el minuto 38:03
Medición y experimentosNo se deben apagar anuncios individuales únicamente por una caída en sus métricas de última atribución; si la campaña global y las finanzas del negocio son rentables, esos anuncios secundarios pueden ser los que absorban el volumen cuando se escale el presupuesto diario.
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 then if it is based purely on attribution then it's what gets credit as the last touch point that doesn't um and what I'd be more interested in is when that ad earns more spend what happens to my bank then I don't have a problem I just need to spend more money like I don't need to optimize my ads and increase my budget like that and…
Escúchalo en el minuto 38:03
Medición y experimentosUn anuncio que parece ineficiente o de alto coste dentro del administrador publicitario puede estar alimentando la parte alta del embudo y detonando conversiones en búsqueda orgánica o email marketing; el criterio decisivo debe ser el CPA global (blended CPA) y el crecimiento de la caja del negocio.
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 and Facebook and people are like why is Facebook spending so much money on this bad ad well because that ad is growing your entire funnel top of funnel ad yeah performs on Facebook if it's bad on Facebook 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 good ad and But to answer your
Escúchalo en el minuto 41:02
Medición y experimentosUn anuncio que parece ineficiente o de alto coste dentro del administrador publicitario puede estar alimentando la parte alta del embudo y detonando conversiones en búsqueda orgánica o email marketing; el criterio decisivo debe ser el CPA global (blended CPA) y el crecimiento de la caja del negocio.
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 and Facebook and people are like why is Facebook spending so much money on this bad ad well because that ad is growing your entire funnel top of funnel ad yeah performs on Facebook if it's bad on Facebook 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 good ad and But to answer your
Escúchalo en el minuto 41:02
Alineación algorítmica con segmentación amplia y creatividades dinámicas
Canales de adquisiciónPara maximizar el rendimiento en Meta Ads se debe trabajar a favor del algoritmo usando Dynamic Creative Tests (DCT), segmentación amplia (broad) y CBO, permitiendo que la plataforma optimice la entrega en lugar de forzar restricciones de segmentación.
um and when you start to use Dynamic creatives to leverage Facebook's machine learning in Ai and you start to use broad targeting so you're not paying extra to make sure that the best people don't see your ad when you start to um you start to work through if an 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
Escúchalo en el minuto 23:00
Concentrar más del 90% del presupuesto publicitario en la mejor oferta
Canales de adquisiciónEn lugar de dispersar el presupuesto entre múltiples productos, se debe simplificar la cuenta publicitaria y asignar más del 90% del gasto a la oferta principal de mayor valor y conversión.
it which is now focusing the machine at doing the one task of greatest value and so here it was go from however many products we promoting down to making sure that over 90% of every penny that was spent was on one best like
Escúchalo en el minuto 22:35
Medición y experimentosUn anuncio que parece ineficiente o de alto coste dentro del administrador publicitario puede estar alimentando la parte alta del embudo y detonando conversiones en búsqueda orgánica o email marketing; el criterio decisivo debe ser el CPA global (blended CPA) y el crecimiento de la caja del negocio.
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 and Facebook and people are like why is Facebook spending so much money on this bad ad well because that ad is growing your entire funnel top of funnel ad yeah performs on Facebook if it's bad on Facebook 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 good ad and But to answer your
Escúchalo en el minuto 41:02
Concentra la inversión publicitaria en un producto gancho en lugar de promocionar todo el catálogo
Canales de adquisiciónNo es necesario publicitar toda la gama de productos para venderla; al igual que las Air Jordan para Nike, promocionar el producto más magnético capta la atención del cliente adecuado hacia la tienda, dejando que la propia plataforma venda el resto del catálogo.
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 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's overall Revenue but they're probably the most commonly promoted offer because it gets you in the store so what gets the right customers attention to come into your store and then let the…
Escúchalo en el minuto 15:14
Evaluar la inversión publicitaria por flujo de caja futuro y no por ROAS diario
Medición y experimentosEl escalamiento de un negocio no se sostiene en la rentabilidad diaria inmediata (ROAS del día), sino en la previsibilidad del flujo de caja futuro a 30, 45 o 90 días. La inversión en anuncios debe evaluarse según el valor diferido que generará cada nuevo cliente a lo largo de su ciclo de recompra.
Market where you look at well what's my Ras how much money do 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 money once a brand right between being a salesperson making one transaction versus having a business where you create customer like which means when you're spending money on Facebook ads what you're doing is you're amplifying a business model if that business model says I know how much money I'm going to get today and how much…
Escúchalo en el minuto 2:54
Oferta y precioPara mejorar la rentabilidad de un negocio, resulta más efectivo recortar los productos secundarios del catálogo y concentrar todos los recursos de marketing y soporte en el producto ganador, priorizando la resolución del mayor cuello de botella operativo que tenga.
more money figure out where you make money and figure out where you spend it and just improve those unit economics simplified 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 only fixing what's broken and taking your biggest challenge and making that thing you focus on fixing first it's extremely difficult to not get better when you start analyzing your landscape
Escúchalo en el minuto 1:00:16
Canales de adquisiciónUn buen modelo de negocio es lo que permite escalar una cuenta publicitaria y no al revés. La publicidad de pago debe utilizarse para amplificar mecanismos que ya generan ingresos y rentabilidad; invertir en anuncios sin entender la monetización previa solo acelera la pérdida de dinero y amplifica el fracaso.
well like a good business model is what scales an ad account account an ad account is not what scales a money is figure out something that works 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 how you got that revenue and profits but you can't skip the revenue your Facebook ads to work for your business to be successful what you have is a bad business bottom…
Escúchalo en el minuto 46:38
Oferta y precioPara mejorar la rentabilidad de un negocio, resulta más efectivo recortar los productos secundarios del catálogo y concentrar todos los recursos de marketing y soporte en el producto ganador, priorizando la resolución del mayor cuello de botella operativo que tenga.
more money figure out where you make money and figure out where you spend it and just improve those unit economics simplified 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 only fixing what's broken and taking your biggest challenge and making that thing you focus on fixing first it's extremely difficult to not get better when you start analyzing your landscape
Escúchalo en el minuto 1:00:16
Oferta y precioPara mejorar la rentabilidad de un negocio, resulta más efectivo recortar los productos secundarios del catálogo y concentrar todos los recursos de marketing y soporte en el producto ganador, priorizando la resolución del mayor cuello de botella operativo que tenga.
more money figure out where you make money and figure out where you spend it and just improve those unit economics simplified 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 only fixing what's broken and taking your biggest challenge and making that thing you focus on fixing first it's extremely difficult to not get better when you start analyzing your landscape
Escúchalo en el minuto 1:00:16
Adquirir clientes a través del producto que maximice la tasa de segunda compra
Oferta y precioLa inversión en captación debe concentrarse en el producto específico que demuestre la mayor probabilidad de provocar una segunda compra posterior. Esto optimiza el flujo de caja futuro proyectable y asegura que el dinero invertido hoy retorne multiplicado en plazos predecibles.
okay great now what product 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 know when they're going to stop by and present themselves so I can start to predict and project and plan for 20 days 30 days 40 90 whatever it is
Escúchalo en el minuto 8:57
Canales de adquisiciónLas metodologías de segmentación estrecha y testeo masivo provienen de modelos publicitarios antiguos basados en distribución aleatoria; en cambio, el algoritmo moderno de Meta distribuye según la atención ganada y requiere que el anunciante entrene al sistema de aprendizaje automático en lugar de depender de la suerte.
distribution of your ads Is Target was because it was random distribution inside of that audience you is in 2018 Facebook but the way that people think didn't lesson that Facebook is not random distribution it's and for those that are 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 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 that job better
Escúchalo en el minuto 32:31
Medición y experimentosEvaluar a agencias de medios o campañas publicitarias basándose únicamente en el ROAS en lugar del beneficio neto y el impacto financiero real en el negocio suele enmascarar pérdidas y acelerar el deterioro de la empresa.
because whoever is running your ads should understand how your business works and how to be successful in buyers aren't people that have successfully built and scaled businesses and they don't know the ramifications of their actions and to be yeah there's a lot of folks that look to metrics like Raz to say how successful they are right and 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 working on you um if the people you talk to talk in row as or they're talking about doing a lot of…
Escúchalo en el minuto 52:14
Medición y experimentosEvaluar a agencias de medios o campañas publicitarias basándose únicamente en el ROAS en lugar del beneficio neto y el impacto financiero real en el negocio suele enmascarar pérdidas y acelerar el deterioro de la empresa.
because whoever is running your ads should understand how your business works and how to be successful in buyers aren't people that have successfully built and scaled businesses and they don't know the ramifications of their actions and to be yeah there's a lot of folks that look to metrics like Raz to say how successful they are right and 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 working on you um if the people you talk to talk in row as or they're talking about doing a lot of…
Escúchalo en el minuto 52:14
Canales de adquisiciónEl alto costo de producción o el uso de figuras influyentes no asegura el éxito de un anuncio; una foto informal de producto tomada en la oficina puede ser más rentable que una colaboración de 100.000 dólares con una celebridad, como ocurrió en 310 Nutrition al generar 10 millones de dólares con una imagen casual.
paid a Kardashian $100,000 for an hat 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 a $10 million Kardashian cost me 100 Grand against Chris Jenner to take a picture probably lost $85,000 like you have no control over
Escúchalo en el minuto 28:58
Canales de adquisiciónEl alto costo de producción o el uso de figuras influyentes no asegura el éxito de un anuncio; una foto informal de producto tomada en la oficina puede ser más rentable que una colaboración de 100.000 dólares con una celebridad, como ocurrió en 310 Nutrition al generar 10 millones de dólares con una imagen casual.
paid a Kardashian $100,000 for an hat 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 a $10 million Kardashian cost me 100 Grand against Chris Jenner to take a picture probably lost $85,000 like you have no control over
Escúchalo en el minuto 28:58
Optimizar la asignación de recursos y unit economics para escalar de 6 a 7 cifras
Estrategia y decisiones de negocioEl principal obstáculo para pasar de 10k a 100k mensuales suele ser la mala asignación de recursos; se debe auditar el uso del tiempo y capital, delegar o externalizar tareas de bajo rendimiento y reinvertir exclusivamente en las iniciativas más rentables y escalables.
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 where that like look at the most profitable Investments that are the easiest to scale and focus on those things purely improving your operations 7 generally it's a misallocation of resources and just fixing that can so dramatically improve your unit economics important thing where are you spending your money where are you spending your time and anywhere that you can Outsource for cheaper where you…
Escúchalo en el minuto 57:14
Canales de adquisiciónEl rendimiento a escala en Meta Ads depende de alimentar el algoritmo con suficiente volumen de datos para que aprenda a qué usuarios impactar, en lugar de fragmentar el presupuesto en decenas de creatividades o imponer segmentaciones detalladas y límites de puja manuales.
landscape and also it's not about how many ads you 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 invest and getting Facebook to be smart and understand who to show that ad to so 2013 like if you're still using audiences and cost caps and bidding models and trying to hack all of this stuff that is that is a decades old best but if you use the Facebook system the platform properly if you use Facebook properly the likelihood of you hitting that is basically 100% it's just a matter of…
Escúchalo en el minuto 27:01
Canales de adquisiciónEl rendimiento a escala en Meta Ads depende de alimentar el algoritmo con suficiente volumen de datos para que aprenda a qué usuarios impactar, en lugar de fragmentar el presupuesto en decenas de creatividades o imponer segmentaciones detalladas y límites de puja manuales.
landscape and also it's not about how many ads you 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 invest and getting Facebook to be smart and understand who to show that ad to so 2013 like if you're still using audiences and cost caps and bidding models and trying to hack all of this stuff that is that is a decades old best but if you use the Facebook system the platform properly if you use Facebook properly the likelihood of you hitting that is basically 100% it's just a matter of…
Escúchalo en el minuto 27:01
Canales de adquisiciónEl rendimiento a escala en Meta Ads depende de alimentar el algoritmo con suficiente volumen de datos para que aprenda a qué usuarios impactar, en lugar de fragmentar el presupuesto en decenas de creatividades o imponer segmentaciones detalladas y límites de puja manuales.
landscape and also it's not about how many ads you 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 invest and getting Facebook to be smart and understand who to show that ad to so 2013 like if you're still using audiences and cost caps and bidding models and trying to hack all of this stuff that is that is a decades old best but if you use the Facebook system the platform properly if you use Facebook properly the likelihood of you hitting that is basically 100% it's just a matter of…
Escúchalo en el minuto 27:01
Estrategia y decisiones de negocioLas tareas operativas que consumen tiempo del fundador o del equipo clave deben delegarse a terceros siempre que el costo de contratación sea inferior al valor económico generado, priorizando la rentabilidad y el retorno del tiempo estratégico por encima de la perfección.
does for us okay now this is taking a lot of our time so we can't work on the business can we find somebody that we can pay for less money than they'll make for us yes okay let's do it are they the best who cares it's profitable and we can go back to spending our time on doing what works and focusing on that
Escúchalo en el minuto 1:00:47
No apagues anuncios ganadores por falta de inventario si siguen generando ventas de otros productos
Canales de adquisiciónDesactivar un anuncio rentable solo porque el producto promocionado está agotado o fuera de temporada es un error si ese anuncio continúa atrayendo tráfico que termina comprando otros productos del catálogo de manera rentable.
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 somebody just turned an ad off because somebody in the business said oh we can't support this let's turn it off and it was objectively better for the business than at least one other AD
Escúchalo en el minuto 18:17
El pico inicial de nuevos anuncios en Meta no es una estrategia escalable
Canales de adquisiciónLanzar constantemente creatividades nuevas genera un espejismo de éxito porque el algoritmo impulsa el anuncio durante los primeros días, pero basar la estrategia publicitaria en depender de ese impulso inicial resulta insostenible y no proyectable.
because when you launch a new ad the first couple of days are good I would 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 initial non-scalable non projectable results that people
Escúchalo en el minuto 31:01
Canales de adquisiciónDepender al 100% de canales de pago como Facebook Ads para crecer genera una estructura de negocio frágil y costosa; sin una audiencia orgánica y bases sólidas, la rentabilidad colapsa a medida que el negocio escala.
of money that way and the problem is that in order to build this system that we're 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 acquiring customers in 2023 but at the same time the the most 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 business with Facebook ads and Facebook ads is like the way…
Escúchalo en el minuto 50:27
Priorizar la estabilidad en la captación frente a pruebas caóticas y constantes
Medición y experimentosModificar continuamente anuncios, ofertas y audiencias introduce una volatilidad e imprevisibilidad extrema que impide diagnosticar el rendimiento real. Conviene aplicar el menor número posible de cambios para lograr estabilidad en el front-end y tener certeza estadística sobre el impacto de las mejoras 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 you're protesting a bunch of offers 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 unproven…
Escúchalo en el minuto 46:53
Canales de adquisiciónEn lugar de publicitar múltiples referencias o intentar forzar ventas de productos secundarios, las marcas en etapas de crecimiento deben concentrar su presupuesto de pauta en el producto principal que estadísticamente conduce a una segunda compra, a menos que existan restricciones insalvables de inventario.
they're making 50k per month and they feel like they need to advertise every single product in the store maybe brand yeah generally I would I would go 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 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 support a second one most often the answer to that is no like if you're making 50k a month you're probably spending $500 to ,000 a day item do you not have the…
Escúchalo en el minuto 13:48
La publicidad es la compra o captura de atención monetizable de forma predecible
Canales de adquisiciónEl fin último de la publicidad consiste en adquirir o ganar atención que el negocio pueda monetizar con predictibilidad, por encima de consideraciones estéticas o detalles operativos menores en las piezas creativas.
wrong advertising is ultimately buying or earning attention that you can predictably monetize like that's store great if I'm making money who don't care are we making money awesome
Escúchalo en el minuto 19:03
Medición y experimentosContratar agencias de performance marketing suele ser riesgoso cuando intentan probar múltiples ofertas simultáneamente sin monitorizar la posición de caja ni el saldo bancario real de la empresa, lo que frecuentemente destruye negocios viables.
again and I think that that's one of the biggest liabilities most performance marketers bring to the table um like when you hire an ad agency that's trying a bunch of offers like the biggest one of the biggest risks that they bring and why they destroy more clients than they help is because they're not focused on how the business's bank account looks like they're not looking at cash flow and cash flow is the number one most important thing now I have I have a
Escúchalo en el minuto 6:41
Concentración de ingresos en un único anuncio ganador
Canales de adquisiciónEn marcas de comercio electrónico y moda, la gran mayoría de la facturación (frecuentemente el 80% o más) es generada por un único anuncio que asume la mayor parte del trabajo de adquisición.
why you're saying that especially for fashion brand apparel Brands right yeah product is going to do a heavy lift right and most you know from what I've seen in my experience with my clients and in my experience in marketing it's 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
Escúchalo en el minuto 21:43
Medición y experimentosTras simplificar la cuenta y centrarse en una oferta principal con creatividades dinámicas, un solo anuncio rentable logró absorber 1,8 millones de dólares de presupuesto en un periodo de 90 días.
hit and over like the next two three months that one ad spent like $2 million I think it was like 1.8 million on one ad and when we started we were making less than 1.8 million like a month and we were able to spend 1.8 million on that one specific ad over the next like 90 days and the brand just
Escúchalo en el minuto 24:36
Estrategia y decisiones de negocio310 Nutrition escaló sus ingresos de 18 millones a aproximadamente 100 millones de dólares en un periodo de 15 a 20 meses centralizando sus esfuerzos de marketing en una única mejor oferta y controlando la certidumbre del flujo de caja.
and uh to be fair I did the same thing with 310 Nutrition we went from 18 million to like 100 million in 15 20 months um I've done that over and over
Escúchalo en el minuto 6:30
Estrategia y decisiones de negocio310 Nutrition escaló sus ingresos de 18 millones a aproximadamente 100 millones de dólares en un periodo de 15 a 20 meses centralizando sus esfuerzos de marketing en una única mejor oferta y controlando la certidumbre del flujo de caja.
and uh to be fair I did the same thing with 310 Nutrition we went from 18 million to like 100 million in 15 20 months um I've done that over and over
Escúchalo en el minuto 6:30
Escalamiento de Underoutfit: de 50k a 1M de dólares semanales
Medición y experimentosUnderoutfit escaló su facturación de 50.000 dólares semanales a 1.000.000 de dólares por semana (un 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 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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