Marketero · Entrevistas
Building a $1 Million Brand in 12 Months with Facebook Ads
38 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…
- 38 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 07 min
- Publicada en 2024
Ver la entrevista entera en YouTube
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Retención y relación con el clientePara detectar qué producto fomenta mejor la retención sin herramientas complejas, aísla a los clientes que han realizado múltiples compras, extrae únicamente el producto que adquirieron en su primer pedido e identifica el artículo más repetido.
You want to do it for free. The easiest way is to take a look at the receipts. Like if you have WooCommerce or Shopify or something, you know, it's a new customer versus a returning customer. Let me identify all the people that are returning customers. Let me now isolate just what they bought on their first transaction. That can 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 purchase. And now you're basically saying of all the people that bought multiple times…
Escúchalo en el minuto 11:37
Optimizar la oferta convierte anuncios perdedores en ganadores sin modificar la creatividad
Oferta y precioLos anuncios solo compran atención; la conversión y rentabilidad provienen de la oferta y del modelo de negocio. Modificar la oferta agregando escasez, urgencia, garantías y mayor valor percibido puede transformar un anuncio no rentable en uno altamente exitoso sin necesidad de cambiar los creativos ni las configuraciones de tráfico.
So my point to all of that is I think people look at the ads as a source of results. The ad is buying the attention. The source of results is how good you are at monetizing it and how good your business model is at maximizing the value of that monetization. Where we've been, you know, all of a sudden, a losing ad becomes a winner ad when you change an offer. 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 ad in the ad account.
Escúchalo en el minuto 42:40
Medición y experimentosNo se debe pausar un anuncio basándose exclusivamente en métricas de atribución de último contacto o caídas temporales de ventas directas si la campaña general y los ingresos del negocio son saludables. La decisión de apagar creatividades debe regirse por el impacto en el costo de adquisición combinado (blended CPA) y el resultado financiero global.
First off, if the ad does well or doesn't do well, I don't care. How's the campaign doing? And more importantly, how is your business doing? Success and failure or is an ad as 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. What I'd be more interested in is when that ad earns more spend, what happens to my bank account? The point is, in the way that Facebook delivers those ads, if the net result is my blended CPA across my business that goes into my equation of PSM means that I can…
Escúchalo en el minuto 38:04
Oferta y precioPara alimentar eficazmente los algoritmos de machine learning en publicidad (como Meta Ads), la mejor oferta inicial no es la de mayor ticket promedio (AOV) ni la de mayor margen inmediato, sino el producto con CPA suficientemente bajo para generar alto volumen de transacciones diarias y que detone con mayor probabilidad una segunda compra.
In Facebook, where it's a machine learning environment. If you focus all of that effort on doing one job really well, it's going to get better and better at it. Find out what's best for your business and then ultimately make the machine focus on learning how to do that job as best as you can. What was the best offer for the business model? It wasn't the highest AOV. 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. More likely than most other products…
Escúchalo en el minuto 1:09
Concentración del presupuesto en una única oferta hero usando creativos dinámicos y segmentación amplia
Canales de adquisiciónPara maximizar la eficiencia del aprendizaje algorítmico en Meta Ads, se debe asignar más del 90% del presupuesto publicitario a una única oferta principal (hero offer) combinando creativos dinámicos (DCT), CBO y segmentación broad, evitando dispersar el gasto en microsegmentaciones y catálogos extensos.
And so, that brings us to the second part of 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're promoting down to making sure that over 90% of every penny that was spent was on one best like offer. And when you start to use dynamic creatives to leverage Facebook's machine learning and AI, and you start to use broad targeting, so you're not paying extra to make sure that the best people disrespect everything they've ever said, you start to work through, if an ad gets spent in a CBO and DCT environment abroad…
Escúchalo en el minuto 22:33
Delegan el targeting al algoritmo de Facebook en lugar de microsegmentar audiencias
Canales de adquisiciónEn lugar de intentar manipular audiencias manuales, límites de costos o modelos de puja antiguos, se debe permitir que el algoritmo de Facebook optimice la entrega con base en datos acumulados y experiencia de usuario para encontrar el público ideal.
But that luck happens because you are prioritizing the user experience and the machine to deliver the ads to the right people. It's so exponentially smaller than saying, hey, Facebook, we're going to let you do whatever you want with this stuff. It has everything to do with the volume of data Facebook gets to know who to show your It's because you didn't invest and getting Facebook to be smart and understand who to show that ad to. Like if you're still using audiences and cost caps and bidding models and trying to hack all of this stuff, that is a decades old best practice for a completely…
Escúchalo en el minuto 25:59
Profitable Scaling Margin (PSM) para proyectar el flujo de caja y la capacidad de gasto en adquisición
Medición y experimentosEl 'Profitable Scaling Margin' evalúa la relación entre el Lifetime Value (LTV) y los costos directos de adquisición y producción ponderados por la frecuencia de compra; este cálculo permite proyectar con precisión cuándo entrará el dinero futuro y definir cuánto margen adicional existe para incrementar el costo por adquisición.
I mean, the key metric that I look at when analyzing any business 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 costs 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, that's 10 plus 40, that's 50 times two and a half, that's a buck 25. If I know that customer's…
Escúchalo en el minuto 7:34
Adquisición enfocada en el producto que detona la recompra
Oferta y precioPara hacer crecer un e-commerce desde cero hasta 10.000 $/mes, se debe entender la economía unitaria (LTV, CPA, COGS, cadencia) e identificar el producto de entrada que genera más compras secundarias posteriores, concentrando toda la adquisición en la venta eficiente y masiva de ese producto.
Understand your numbers, LTV, cost per acquisition, COGS, purchase cadence. Figure out the product that people inspire as 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 business.
Escúchalo en el minuto 56:29
Medición y experimentosLos anuncios de prospección en la parte superior del embudo frecuentemente presentan métricas directas pobres en el administrador de anuncios, pero son los que alimentan todo el embudo. La efectividad publicitaria debe juzgarse por el incremento global de ingresos (incluyendo mejoras en búsqueda orgánica y email marketing) y no únicamente por el CPA o ROAS directo de la plataforma.
Oftentimes, I'll see ads where the CPM is really low, the daily frequency is really low, and the cost is really high. Well, because that ad is growing your entire funnel. Top of funnel ad. And at the end of the day, do you care about how that ad 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. The ad is buying the attention. The source of results is how good you are at monetizing it and how good your business model is at…
Escúchalo en el minuto 41:01
Medición y experimentosEscalar una marca de forma sostenible requiere medir el gasto en anuncios según el flujo de caja futuro proyectado (a 30, 45 o 90 días mediante recompras) en lugar de depender exclusivamente del ROAS o la rentabilidad inmediata del mismo día.
Looking at the way you look at business results inside of your Facebook ad account or performance marketer, where you look at, well, what's my ROAS? How much money did I make on the money I spent today? But that doesn't matter. Business isn't about day-to-day profits. 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. 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 2:49
Medición y experimentosEscalar una marca de forma sostenible requiere medir el gasto en anuncios según el flujo de caja futuro proyectado (a 30, 45 o 90 días mediante recompras) en lugar de depender exclusivamente del ROAS o la rentabilidad inmediata del mismo día.
Looking at the way you look at business results inside of your Facebook ad account or performance marketer, where you look at, well, what's my ROAS? How much money did I make on the money I spent today? But that doesn't matter. Business isn't about day-to-day profits. 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. 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 2:49
Escalado controlado de pauta publicitaria mediante incrementos diarios del 5%
Canales de adquisiciónSi el margen de contribución o retorno sobre el gasto publicitario supera el punto de equilibrio (por encima de 1.0), se puede incrementar el presupuesto diario un 5% de manera segura, ya que la operación seguirá siendo rentable incluso si ese gasto adicional no genera ventas inmediatas.
So say it's my PSM is a 1.1. I know I could spend 5% more tomorrow. And if I make zero extra sales with that added spend, I'm still profitable. And odds are, if you spend an extra 5% every day, you're probably going to see at least one extra sale. And for what it's worth, as you improve it, that number should get better and help you scale more.
Escúchalo en el minuto 10:05
Usar un producto 'gancho' para atraer clientes y dejar que la tienda venda el resto del catálogo
Canales de adquisiciónNo es necesario promocionar todos los productos de un catálogo para venderlos. La publicidad pagada debe concentrarse en el producto estrella o 'gancho' con mayor poder de atracción para llevar al cliente ideal a la tienda, permitiendo que el propio catálogo convierta la venta de otros productos.
And the number one example I give, especially in apparel is 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 customer's attention to come into your store and then let the store sell them everything else if it's not the thing that they want? And the ad was promoting a product that was completely sold out. And it was still the winning ad, even though they had not been…
Escúchalo en el minuto 16:26
Oferta y precioPara escalar a niveles multimillonarios, conviene analizar el flujo de caja, recortar la inversión en productos secundarios y concentrar todos los esfuerzos de marketing, soporte y operaciones en el único producto estrella que genera el mejor retorno (caso Underoutfit al pasar de doce productos a uno).
Like, I think at that point, it's really begin to dig into what cash flow looks like for your business and understand your costs. If you can understand how money leaves your bank account and the easiest way for you to put money in it, put that, write that down, understand what that is, and identify your biggest liabilities and your biggest assets. And invest more heavily in your best assets and remove your investment, your biggest liabilities. So if you want to make more money, figure out where you make money and figure out where you spend it and just improve those unit economics. But to give…
Escúchalo en el minuto 59:13
Medición y experimentosPara mejorar los resultados de forma predecible en el negocio, se debe aislar el problema más crítico y enfocar los recursos exclusivamente en repararlo, evitando alterar o rediseñar las partes que ya son rentables y funcionan.
It's profitable, and we can go back to spending our time on doing what works. And focusing on 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 like that.
Escúchalo en el minuto 1:00:58
Medición y experimentosPara mejorar los resultados de forma predecible en el negocio, se debe aislar el problema más crítico y enfocar los recursos exclusivamente en repararlo, evitando alterar o rediseñar las partes que ya son rentables y funcionan.
It's profitable, and we can go back to spending our time on doing what works. And focusing on 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 like that.
Escúchalo en el minuto 1:00:58
Canales de adquisiciónLanzar nuevos anuncios constantemente produce un pico temporal de buenos resultados porque el algoritmo los empuja inicialmente a probarlos, pero estructurar una cuenta dependiendo de este rendimiento inicial no es un modelo de adquisición sostenible.
You're just saying, hey, as long as I launch new ads, my results get good. And I'll just keep needing to launch new ads. Because when you launch a new ad, the first couple of days are good. why do my results look great for the first few days and then die off? And it's like, well, because the 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 sustainable.
Escúchalo en el minuto 30:56
La publicidad pagada debe amplificar un modelo probado, no sustituirlo
Canales de adquisiciónLos anuncios pagados no construyen un modelo de negocio rentable por sí mismos; su función es amplificar un sistema de generación de ingresos que ya funciona. Si una empresa no sabe cómo generar ganancias orgánicamente o no conoce sus números de rentabilidad antes de invertir en pauta, la publicidad solo acelerará y amplificará sus pérdidas.
And to be fair, I think what makes brands successful is being run well. Like a good business model is what scales an ad account. An ad account is not what scales a business. The path to making 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 Facebook ads. Like if you don't know how you make money, then don't run ads. Like my best piece of advice to that is take some of your revenue and some of your profits and invest…
Escúchalo en el minuto 46:30
Canales de adquisiciónLas tácticas de hipersegmentación y testeo masivo surgieron de plataformas publicitarias con distribución aleatoria; sin embargo, Meta opera como una economía de atención impulsada por machine learning donde el objetivo del anunciante debe ser entrenar al algoritmo mediante creatividades efectivas y no forzar segmentaciones obsoletas.
absolutely how you should be thinking because distribution of your ads is random. an ad, the reason you needed to target was because it was random distribution inside of The point is in 2018, Facebook changed, but the way that people think didn't. And some of the most common and popular thinkers and people that teach how to think about Facebook never learned the lesson that Facebook is not random distribution. It's a game theory economy built on the currency of attention. Basically, people see the stuff they want to see. Attention is earned. So you have this execution logic and framework and…
Escúchalo en el minuto 32:28
Medición y experimentosLa publicidad pagada debe servir para amplificar un modelo de negocio rentable y generar dinero real en el banco; los gestores o agencias que solo hablan de ROAS o métricas de plataforma sin entender los fundamentos financieros del negocio representan un riesgo para el margen neto.
Because whoever is running your ads should understand how your business works and how to be successful in business. And I would say 90, 98% of Facebook media buyers aren't people that have successfully built and scaled businesses. And they don't know the ramifications of their actions. But, yeah, there's a lot of folks that look to metrics like ROAS to say how successful they are. 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 if the people you talk to talk in ROAS or they're talking about…
Escúchalo en el minuto 52:12
Optimización operativa y reasignación de recursos de seis a siete cifras
Estrategia y decisiones de negocioEl principal obstáculo para escalar de 10.000 $ a 100.000 $/mes suele ser la mala asignación de recursos; mejorar las operaciones auditando dónde se gasta el tiempo del fundador, el trabajo del equipo y el presupuesto publicitario, y externalizando tareas de menor valor, optimiza los unit economics del negocio.
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 figures to seven. There are a lot of things to get from seven to eight and eight to nine, but most people that…
Escúchalo en el minuto 57:15
Escalado publicitario compuesto mediante incrementos semanales del 5%
Canales de adquisiciónPara escalar la inversión publicitaria de forma segura y sostenible, se recomienda aumentar el presupuesto un 5% de forma semanal siempre que los márgenes lo permitan; este crecimiento compuesto permite triplicar el volumen anual sin desestabilizar el rendimiento.
If my business is doing well and the biggest liability to my growth is the fact I'm not spending enough of the margin that I'm making on every dollar that I spend, well, I just need to increase my budget. And the easiest way of looking at 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. But the point is, like, if you're stuck at 500 a day and you want to get to 1,500 a day, just spend 5% more next week.
Escúchalo en el minuto 41:48
El volumen de datos históricos supera la producción creativa en la entrega algorítmica
Canales de adquisiciónUn anuncio simple o visualmente rudimentario respaldado por un historial sólido de datos y gasto acumulado superará habitualmente a una producción audiovisual de alto nivel lanzada sin historial, debido a que el algoritmo necesita volumen de datos previo para aprender a quién mostrar la publicidad.
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. 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 a 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 is sitting on $1,000 or $10,000 or $1 million of ad spend, and that video launches where basically it has nothing.
Escúchalo en el minuto 35:21
Conservar anuncios secundarios de bajo gasto para habilitar el escalado de presupuesto
Canales de adquisiciónNo apagues creatividades que reciben poco presupuesto a escalas bajas si el rendimiento general es positivo; los anuncios principales sufren rendimientos decrecientes con el volumen, y son precisamente esos anuncios secundarios los que absorben inversión y sostienen la rentabilidad cuando se incrementa el presupuesto total.
Because ultimately, too, if your budget's $100 a day and that ad is great for the first few days and then kind of drops off and then it's spending like $5 a day or something like that. But your performance is good. What happens when you scale that and it goes to $150, $200, $500, $1,000 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, the low-hanging fruit that those ads are really good at converting…
Escúchalo en el minuto 39:10
Estrategia de contenidosUna foto espontánea y sin producción tomada por la recepcionista en la cocina generó 10 millones de dólares en 310 Nutrition, mientras que una colaboración de 100.000 dólares con Kris Jenner generó una pérdida aproximada de 85.000 dólares.
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 $100,000 to get Kris Jenner to take a picture. Probably lost $85,000.
Escúchalo en el minuto 28:56
Canales de adquisiciónLas marcas en fase de crecimiento deben evitar publicitar todo su catálogo por apego emocional; la pauta debe concentrarse en el producto principal que mejor convierte y fideliza, salvo que el inventario disponible no soporte la demanda.
That is just starting out or even, you know, at a point where they're making 50K per month and they feel like they need to advertise every single product in the store. And they may be a little bit romantic about their products. 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. 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. So if you're making 300 to 500 sales of an…
Escúchalo en el minuto 13:42
La publicidad consiste en comprar atención que se monetiza de forma predecible
Canales de adquisiciónEl propósito fundamental de la publicidad es comprar o captar atención que pueda monetizarse predeciblemente. Si un anuncio atrae tráfico que genera ingresos globales rentables para el negocio, apagarlo por purismos operativos (como faltas tipográficas, estacionalidad pasada o productos agotados) perjudica la rentabilidad.
Like, what is advertising? And I feel like this is a question most people get wrong. Advertising is ultimately buying or earning attention that you can predictably monetize. Like, that's advertising. If I'm making money, who cares? Are we making money? I'll bet you there's a thousand accounts out of a thousand and one where something like that is happening, where 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 running in that ad account. And basically…
Escúchalo en el minuto 18:57
Concentrar la inversión de captación en el producto que maximiza la tasa de segunda compra
Oferta y precioEn lugar de diversificar la pauta publicitaria en múltiples ofertas sin control, se debe concentrar el presupuesto de adquisición en el producto específico que demuestre mayor probabilidad de generar una segunda compra, garantizando que el dinero invertido hoy multiplique los ingresos futuros de forma predecible.
And more importantly, I can 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 page I have other things that I sell, but this is what I'm spending my money on to grow the business And then you can just simply say, 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…
Escúchalo en el minuto 5:09
Medición y experimentosModificar constantemente audiencias, ofertas y creatividades en la cuenta publicitaria introduce una enorme inestabilidad e imprevisibilidad en la adquisición de clientes. La estrategia debe buscar la máxima estabilidad con el menor número de cambios en el front-end para poder evaluar con certeza las mejoras en el modelo de negocio.
And I think if you begin to look at it like that, then you start to 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…
Escúchalo en el minuto 46:47
Estrategia de contenidosEnseñar y compartir abiertamente lo aprendido somete las propias tesis a debate y cuestionamiento diario, lo que multiplica las repeticiones de resolución de problemas y construye una ventaja analítica superior frente a operar de forma aislada.
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 and 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 myself in that position…
Escúchalo en el minuto 1:04:06
Estrategia de contenidosEnseñar y compartir abiertamente lo aprendido somete las propias tesis a debate y cuestionamiento diario, lo que multiplica las repeticiones de resolución de problemas y construye una ventaja analítica superior frente a operar de forma aislada.
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 and 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 myself in that position…
Escúchalo en el minuto 1:04:06
Estrategia de contenidosEnseñar y compartir abiertamente lo aprendido somete las propias tesis a debate y cuestionamiento diario, lo que multiplica las repeticiones de resolución de problemas y construye una ventaja analítica superior frente a operar de forma aislada.
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 and 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 myself in that position…
Escúchalo en el minuto 1:04:06
Escalamiento masivo de Underoutfit invirtiendo 1,8 millones de dólares en un único anuncio durante 90 días
Medición y experimentosAl enfocar la cuenta publicitaria en un solo producto ganador (un sujetador moldeador) mediante creativos dinámicos, la marca Underoutfit escaló hasta invertir 1,8 millones de dólares en un único anuncio a lo largo de 90 días, superando sus ritmos de facturación mensuales previos.
of every penny that was spent was on one best like offer. In our case, it was a comfort shaping bra. And over like the next two or three months, that one ad spent like $2 million. 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 scaled massively because of it.
Escúchalo en el minuto 22:49
Construir cimientos orgánicos antes de depender exclusivamente de anuncios pagados
Canales de adquisiciónUsar publicidad pagada como atajo sin haber desarrollado bases sólidas previas —como canales orgánicos, audiencia propia o lista de email— crea negocios frágiles que sufren graves problemas de sostenibilidad al intentar escalar.
They were just in patience, in patience, right? To create the foundations of the business. And they are seeing the consequences whenever they are in maybe 10K per month, 20K per month, 50K per month. But at the same time, going back to the point, I feel like these people grew their business with Facebook ads. And Facebook ads is, like, the way, like, the short way of growing, right? And he was building the foundations, right? These brands don't often build the foundations first. Like, building an organic traffic channel is really hard. Maybe you're building your email list. But at the same…
Escúchalo en el minuto 50:55
Ley de Pareto en anuncios: un único anuncio suele generar el 80% o más de los ingresos
Canales de adquisiciónEn el marketing de comercio electrónico y moda, el rendimiento de las cuentas no se reparte de forma equitativa: comúnmente un único anuncio ganador es el que realiza el trabajo pesado y genera el 80% o más de los ingresos totales de la marca.
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 by heavy lifting, I mean like probably 80% or more of the revenue.
Escúchalo en el minuto 21:54
Escalado de Under Outfit de 50K a 1M a la semana en 20 meses
Medición y experimentosLa marca Under Outfit logró un crecimiento de 20x en menos de 20 meses, pasando de facturar 50.000 dólares semanales a 1.000.000 de dólares por semana al enfocar su adquisición en un modelo de recompra predecible.
You took Under Outfit from 50K per week to a million per week. I would say 20X growth in less than 20 months is a fair way of putting it.
Escúchalo en el minuto 0:00
Medición y experimentos310 Nutrition incrementó su facturación de 18 a aproximadamente 100 millones de dólares en un periodo de 15 a 20 meses al centralizar el presupuesto y los esfuerzos de optimización en una única oferta escalable enfocada en el flujo de caja.
And to be fair, I did the same thing with 310 Nutrition. We went from 18 million to like 100 million in 15, 20 months.
Escúchalo en el minuto 6:30
Medición y experimentos310 Nutrition incrementó su facturación de 18 a aproximadamente 100 millones de dólares en un periodo de 15 a 20 meses al centralizar el presupuesto y los esfuerzos de optimización en una única oferta escalable enfocada en el flujo de caja.
And to be fair, I did the same thing with 310 Nutrition. We went from 18 million to like 100 million in 15, 20 months.
Escúchalo en el minuto 6:30
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