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Building a Million Dollar 3:2:2 Ad for Hexclad from Scratch Masterclass: Facebook Ads Course 2023
13 ideas de marketing sacadas de «Building a Million Dollar 3:2:2 Ad for Hexclad from Scratch Masterclass: Facebook Ads Course 2023», de Professor Charley…
- 13 ideas despiezadas
- Fuente Professor Charley T
- Dura 27 min
- Publicada en 2023
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Metodología 3-2-2 con creativos dinámicos para prospección amplia en Meta Ads
Canales de adquisiciónConfigurar anuncios de prospección top-of-funnel en Facebook Ads mediante segmentación amplia (broad) y anuncios de contenido dinámico (DCT) con la fórmula 3-2-2 (3 creativos, 2 textos y 2 titulares) permite que el algoritmo optimice la entrega a largo plazo, reduzca costos y escale el gasto con reglas automatizadas sin sufrir fatiga creativa inmediata.
ad this mythical thing that just gets better over time and never fatigues and reduces costs over time while eliminating the need for over 90 percent going to make a top of funnel prospecting ad to using broad using the 322 method with dcts for hex Cloud so not going to have to touch this ad for weeks and it will only ever get better so they can automatically scare their budget with automated rules and not even
Escúchalo en el minuto 0:03
Canales de adquisiciónConfigura pruebas creativas dinámicas utilizando tres creatividades visuales distintas, dos textos principales y dos titulares (método 3:2:2). Esto permite que el algoritmo de aprendizaje automático pruebe las combinaciones y asigne impresiones a los elementos de mejor rendimiento, optimizando el costo por adquisición.
let's get to it the 322 ad method refers to a creative testing strategy for testing multiple variations of creative and AD copy and headlines it involves using three different creatives two primary texts and two headlines by testing these different combinations Facebook can gather data on which elements perform best and optimize the delivered the goal of the 322 method is to let the machine learning and AI find the winning combination of all of your such as lower cost per acquisition and
Escúchalo en el minuto 10:38
Canales de adquisiciónLa supuesta fatiga de creatividades (ad fatigue) suele ser consecuencia de un error de gestión: lanzar constantemente múltiples anuncios nuevos satura el aprendizaje automático y canibaliza las ventas de los anuncios ganadores consolidados.
Facebook is a machine learning platform which means that it gets better and better with what you give it as long as you don't change what you're giving it and force it to start over all the time and running a bunch of ads alongside each other where they all cannibalize excuse that ad fatigue is a real thing ad fatigue is a product of operator it that constantly testing a bunch of new ads that constantly cannibalize each other might just also be stealing sales from your Old Faithful creatives and
Escúchalo en el minuto 6:48
Canales de adquisiciónMientras el CPA combinado (Blended CPA) del negocio esté por debajo del costo objetivo permitido, se debe seguir aumentando el presupuesto publicitario y delegar estos cambios en herramientas de automatización en lugar de ajustes manuales.
increase our budget does it matter if our Blended CPA is below what we're allowed to spend to acquire a transaction still spend more money so just keep bumping up the budget until you you hit a wall on your actual Blended CPA is so high that you need to actually take any action to begin with and yeah you can 100 automate these budget changes there's no reason a person should ever touch the budgets in a Facebook ad campaign again it's not 2013. you can use the tools that are
Escúchalo en el minuto 16:53
Priorizar el escalado de presupuesto en anuncios probados antes que testear en exceso
Canales de adquisiciónCuando ya se cuenta con anuncios que funcionan y generan resultados, la prioridad debe ser aumentar el presupuesto para aprovechar la tracción en lugar de diluir el gasto probando decenas de creatividades nuevas.
the room when you're successful the worst idea you could possibly have is trying to screw it up don't fix what isn't broken especially when your biggest issue is you're not spending enough to take advantage of the opportunity you already have so yeah testing more when you could just spend more is
Escúchalo en el minuto 7:17
Mantener continuidad de mensaje entre canales para aumentar la conversión
Mensaje y copywritingReutilizar los mismos titulares y textos publicitarios comprobados en anuncios de búsqueda, anuncios en redes sociales y páginas de aterrizaje genera coherencia en el recorrido del usuario y eleva la tasa de conversión.
what do you think is going to happen when you see the ad and then you type it and then the ads that you see in search Match exactly what you see and then you go to the landing page and it's also written the exact same way when you have continuity in your customer Journey the conversion rate is higher so let's just
Escúchalo en el minuto 22:04
Usar contenido orgánico validado para reducir CPM en prospección
Canales de adquisiciónPara construir campañas de prospección con costos por mil impresiones (CPM) bajos que alimenten la demanda de otros canales, se deben transformar los contenidos orgánicos más populares de redes sociales en anuncios pagados.
the way I got these creative again is I went to the organic social knowing that the objective we were trying to achieve the problem we were trying to solve the question we wanted to ask was can we build a better prospecting ad can we build an ad that'll get a really low CPM and create incremental lift not only to Facebook but to all other channels well the easiest way of doing that is find your most popular organic social and
Escúchalo en el minuto 24:34
Medición y experimentosEl rendimiento publicitario debe medirse por el impacto global en el resultado neto del negocio (bottom line) y no por el ROAS o la atribución interna de Meta, ya que anuncios que parecen rendir mal dentro de la plataforma suelen generar un levantamiento incremental en canales más rentables.
what that's doing to the bottom line of your business on any given day no so do you know if that ad is actually good for your business really you're just saying does a very small set of data based on an attribution model that we know isn't legitimate does that make this platform look good if you don't know what happens to your bottom line because a certain ad got more spend then you have no idea how that ad actually impacted your business which means you don't know if it's a this ad got more spent it made my campaign look worse in my business still got better that happens all the time because…
Escúchalo en el minuto 15:11
Medición y experimentosEl rendimiento publicitario debe medirse por el impacto global en el resultado neto del negocio (bottom line) y no por el ROAS o la atribución interna de Meta, ya que anuncios que parecen rendir mal dentro de la plataforma suelen generar un levantamiento incremental en canales más rentables.
what that's doing to the bottom line of your business on any given day no so do you know if that ad is actually good for your business really you're just saying does a very small set of data based on an attribution model that we know isn't legitimate does that make this platform look good if you don't know what happens to your bottom line because a certain ad got more spend then you have no idea how that ad actually impacted your business which means you don't know if it's a this ad got more spent it made my campaign look worse in my business still got better that happens all the time because…
Escúchalo en el minuto 15:11
Canales de adquisiciónPara generar alcance en la parte superior del embudo (TOFU) y elevar el tráfico hacia el resto de canales, es conveniente reciclar contenidos orgánicos que ya hayan demostrado viralidad o alta retención dentro de anuncios con Dynamic Creative (3:2:2).
that we turned on Dynamic creative like that because well we're not making ads anymore we're setting up the machine to do all the work for us because we're trying to leverage machine learning the social media these are basically High performing almost viral reels and what reason we're using that is because again we're very specifically going to try to add top of funnel creatives even more top of funnel because you're trying to create incremental lift to all channels so the easiest way of going top of funnel is use really popular content use content that's already gone viral it's already…
Escúchalo en el minuto 18:29
Validar creatividades ganadoras por asignación de gasto en CBO y resultado global
Medición y experimentosPara determinar si un anuncio es ganador en campañas con presupuesto a nivel de campaña (CBO), evalúa si el algoritmo le asignó gasto de forma natural y si el rendimiento global de la cuenta o negocio mejoró, en lugar de guiarte por modelos de atribución aislados por anuncio.
do we know if it's a winner or a loser because almost everybody gets this wrong winners and losers of creative tests are determined by information that has no so let's make it simple did it earn spend because yes we're using a CBO we're letting the machine make the decisions because it's infinitely earn spend did the campaign get better game and you only have one campaign going inside your ad account which you answer the really important question did it earn spend and if so did our business improve that's the real trick remember
Escúchalo en el minuto 13:28
Mensaje y copywritingRedactar descripciones en anuncios de PPC que excedan visiblemente el límite o terminen con puntos suspensivos despierta curiosidad y obliga al usuario a hacer clic para leer el texto completo.
notice this one the copy runs on it's a little too long or maybe it was written to look like it's a little too long and what am I gonna do with that well we're probably gonna click on it so we can see the rest of it this is a really fun uh PPC hack and I highly recommend you all give it a shot don't use up all the characters literally give it a dot so somebody has to click
Escúchalo en el minuto 23:09
Canales de adquisiciónEn canales basados en demanda o inventario fijo como Google, Amazon o Email, la optimización consiste en maximizar el CTR y sacar al usuario de la plataforma lo más rápido posible hacia la venta; mientras que en plataformas sociales como Facebook/Meta el algoritmo opera bajo mecánicas de descubrimiento y entrega predictiva donde las tácticas tradicionales de testeo masivo de anuncios no funcionan igual.
right well for sure for email and Google and Amazon of course for inventory and demand based platforms this makes complete sense email is a set inventory you want to get the best click-through rate you can Google and Amazon are demand based platforms you want to get the most amount of clicks for the least amount of money that's going to turn into sales for your business these platforms to find success as can I get the click as fast as possible Google's business model Amazon's business model their goal is to get you off of the platform as fast as possible so that you come back over and over…
Escúchalo en el minuto 2:55
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