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Building to Scale: Facebook Ads Strategy with Vini of BHTB Media
16 ideas de marketing sacadas de «Building to Scale: Facebook Ads Strategy with Vini of BHTB Media», de Professor Charley T. Sobre todo de canales de…
- 16 ideas despiezadas
- Fuente Professor Charley T
- Dura 36 min
- Publicada en 2024
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Canales de adquisiciónEn lugar de restringir las campañas publicitarias con segmentaciones hiperespecíficas por intereses —lo cual encarece los CPM y excluye a compradores potenciales—, se debe utilizar segmentación amplia ('Broad Targeting') y dejar que el copy, el titular y la pieza creativa filtren y atraigan a la audiencia correcta a través del algoritmo.
when I started looking at Broad I started embracing broad I I saw one super low cpms lower cost per link specific with the way that I communicate with them through my creatives through Facebook find the people that I wanted to speak to and speak to them clearly through my primary text my creative and my headline it was able to Target more people who wanted that that before I would exclude because they might not fit paying extra to prevent your ads from seeing the right people and as your cost rise and your efficiency goes down you hey Facebook find the people who are going to resonate with…
Escúchalo en el minuto 25:33
Oferta y precioIntentar escalar la inversión publicitaria creando múltiples ofertas mediocres fragmenta el aprendizaje de los algoritmos y dispersa los recursos. Para crecer, es más efectivo escalar el presupuesto sobre la oferta y embudo que ya funcionan resolviendo sus cuellos de botella.
man I can't tell you how many people like have the crippling mistake of thinking I can spend $1,000 on one offer so if I want to get to 5,000 I need five um the most important thing is actually getting out of your own way stop fighting with yourself and focus on the thing that actually makes the most sense like that that idea of trying to scale your business by making a machine learning platform dumber and chasing a million things by I'm GNA do better by doing five times as many things worse is the dumbest thing ever once you say it out loud right yeah
Escúchalo en el minuto 15:52
Oferta y precioIntentar escalar la inversión publicitaria creando múltiples ofertas mediocres fragmenta el aprendizaje de los algoritmos y dispersa los recursos. Para crecer, es más efectivo escalar el presupuesto sobre la oferta y embudo que ya funcionan resolviendo sus cuellos de botella.
man I can't tell you how many people like have the crippling mistake of thinking I can spend $1,000 on one offer so if I want to get to 5,000 I need five um the most important thing is actually getting out of your own way stop fighting with yourself and focus on the thing that actually makes the most sense like that that idea of trying to scale your business by making a machine learning platform dumber and chasing a million things by I'm GNA do better by doing five times as many things worse is the dumbest thing ever once you say it out loud right yeah
Escúchalo en el minuto 15:52
Canales de adquisiciónEn plataformas de anuncios con algoritmos de aprendizaje automático (como Facebook Ads), limitar la entrega con múltiples grupos de interés reduce la eficiencia; la estrategia óptima es usar segmentación amplia (Broad) y dejar que el mensaje y el concepto del anuncio filtren y atraigan a la audiencia correcta.
working out for you but targeting right like we we're talking about primarily using Broad and people were like well broad doesn't work Facebook doesn't work but it absolutely does and it's just a like how are you seeing these Concepts do the targeting for you and embracing broad versus you know 20 interest groups and trying to keep Facebook dumb as hell for profit which conversation of well Facebook's a machine learning platform my goal is to keep it as dumb as possible and to print money
Escúchalo en el minuto 23:13
Medición y experimentosEn lugar de lanzar anuncios completos al azar y asumir riesgos innecesarios, conviene descomponer la creatividad en conceptos específicos (como UGC, pruebas de valor o demostración de características) y testear sus componentes individuales para identificar con certeza qué elemento impulsa la conversión.
creative so I now I approach it differently I'm actually looking at different concepts of creative at the different concepts of creative how does looking for different concepts and you got ugc concept you got value proof concept you've got you know so many other Concepts lowest cost features and benefits Super Cuts of product shot my mind and testing it those individual elements I was really able to have I was able to have more confidence in these assets that I bring into the next phase of testing which ultimately made I'm bringing those ele tearing those elements apart and put dissecting…
Escúchalo en el minuto 20:15
La inversión publicitaria está limitada por los sistemas de retención y valor de vida del cliente
Retención y relación con el clienteNinguna optimización en anuncios de adquisición compensa la ausencia de sistemas de retención (como secuencias de email, SMS o servicio al cliente); para poder escalar el presupuesto publicitario, es indispensable resolver los cuellos de botella en el backend y maximizar el LTV.
noticed is that her backend systems or everything else she was relying strictly just on Facebook not looking at the himself but we had like no email setup no sequences no LTV we had no idea how many people were coming back and buying there's nothing you're going to be able to do on Facebook ads for instance with Facebook ad is going to increase the like is going to make somebody buy three times after they buy but there's no email set up no SMS no customer service set up like so much of being successful as a Facebook marketer is figuring out how to make Facebook stable and then figuring out…
Escúchalo en el minuto 10:31
Diagnóstico de cuellos de botella en el ecosistema completo y no solo en los anuncios
Medición y experimentosLos problemas de rentabilidad o conversión no deben atribuirse únicamente a la pauta publicitaria en canales como Facebook Ads; es necesario analizar el ecosistema completo (páginas web, secuencias de email y flujo de conversión) para identificar los verdaderos cuellos de botella del negocio.
there was more than Facebook and what I love so much is that you teach more than Facebook the ecosystem row as sheet for businesses and identifying bottlenecks couldn't identify their own bottlenecks bottleneck I'm driving the traffic like it's only Facebook ads that's the problem it's like well there's more to
Escúchalo en el minuto 30:17
Canales de adquisiciónPrograma audiencias de retargeting pagado segmentadas por ventanas temporales que coincidan con el periodo de agotamiento del producto (por ejemplo, a los 30 o 60 días) para estimular la recompra en el momento de reposición.
anymore uh retargeting honestly retargeting a lot again for for that company specifically we would run a lot lot of retargeting for her to help out with Gathering like we would say hey how long does um five bars of chocolate last for you she says well about 30 days I said Okay cool so then engages after 30 days 60 days so on and so forth right we wanted to bring people back in so we could reconvert them so on and so forth
Escúchalo en el minuto 13:21
Maximizar el beneficio neto total escalando volumen frente a proteger un ROAS alto
Medición y experimentosPriorizar el margen de contribución unitario ($22 de beneficio neto por venta) permitió a una marca de entrega de alcohol escalar su presupuesto de $600/día a $3,000/día, aumentando el beneficio mensual de $10,000-$15,000 a $50,000-$100,000 a pesar de que el ROAS en plataforma se redujo significativamente frente al 3.5x inicial.
know I had a brand alcohol delivery company two years ago and they had a Facebook rep running it and he was stoked he got it to three and a half X on like 600 a day fantastic and they were making like 10 15 grand profit a month awesome they profit margin of each individual sale we were making $22 on a sale we got them up to 3,000 a day so that we were doing 50,000 100,000 in profit a month at like a way larger spend although aoas looked terrible right but it was because we started measuring business metrics that
Escúchalo en el minuto 7:35
El creativo define la segmentación por encima de la configuración técnica de audiencias
Canales de adquisiciónEn plataformas de anuncios basadas en machine learning como Facebook Ads, la microsegmentación de audiencias y las estrategias manuales de puja aportan un impacto marginal comparado con el poder de los creativos publicitarios para segmentar y atraer al público correcto.
you notied most of this doesn't have anything to do with like the Right audience or the right bidding model because none of that makes any difference like literally as soon as you stop fighting that stupid little battle in the in the weeds you're Canna start Conquering the world because that little mass of where I'm seeing people say oh well ads do the targeting and creative is the most important thing I'm like yeah absolutely been saying it for five
Escúchalo en el minuto 17:21
Medición y experimentosMantener un ROAS de 3x en campañas pagadas no asegura la viabilidad financiera de una empresa si la fabricación interna y la estructura operativa generan un costo de bienes vendidos (COGS) y gastos fijos demasiado altos para soportar la adquisición.
we were averaging every month 3x Ras and on month four I remember that well we can't afford your services anymore plus running Facebook ads I said listen well what we noticed is that their overhead and their cost of goods sold was too big because they manufactur inh house so that was causing the cost of good soul to be ridiculous plusy amount of employees as well and that 3x row as month over month didn't make a difference in their business so that's
Escúchalo en el minuto 5:16
Medición y experimentosPara determinar el margen real de crecimiento publicitario en comercio directo al consumidor, se deben evaluar conjuntamente los costos de producto (COGS) más el costo de adquisición por venta (CPA) en relación con el valor de vida del cliente (LTV), en lugar de optimizar métricas superficiales como CPC, CPM o ROAS de plataforma.
because your platform row as is basically nonsense the the number doesn't mean anything golden equation of direct consumer this conversation golden equation direct consumer which is like your cost of goods plus your cost of per acquisition of a sale because two of those added up divided by the LTV of that offer really lends you into volume headro like I've scaled started measuring business metrics that mattered you know we weren't we weren't concerned about cpms and cpcs and click through rates of an ad and trying to
Escúchalo en el minuto 6:48
Inutilidad de microgestionar y apagar anuncios de Facebook a diario
Canales de adquisiciónMicrogestionar campañas de Facebook Ads apagando y prendiendo creatividades a diario según fluctuaciones inmediatas de ROAS genera un gasto operativo ineficiente y no aporta estabilidad en los resultados.
competing to get better Ras so every single day I would micromanage my ads I would be spending countless hours on looking okay this ad's doing good okay turn this one off okay now turn this one back on okay this one was doing good three days ago this one and just going back and forth and I'm like okay that's
Escúchalo en el minuto 3:47
Optimizar el ecosistema completo de conversión en lugar de gestionar el tráfico pagado de forma aislada
ConversiónPara rentabilizar la publicidad pagada, no basta con gestionar los anuncios: es necesario abordar el ecosistema completo, alineando el tráfico con la optimización de la conversión (CRO) y el copywriting en la página de destino, además de implementar secuencias de email en el backend para maximizar las conversiones diferidas.
can find me currently what I'm doing is Facebook ads cro helping with conversion like even writing copy for landing pages if that's necessary because like we talked about the ecosystem as a whole ecosystem not just Facebook I want to make sure that whatever trffic that I'm driving is also converting and then we're converting on the back in so I'm also doing emails as well and different email sequences to help our companies so
Escúchalo en el minuto 35:17
Canales de adquisiciónSe reporta la obtención de un costo por lead (CPL) de 5 dólares mediante la optimización de campañas de tráfico y embudo publicitario.
days ago and I said bro like I'm getting like a five doll cost per lead he
Escúchalo en el minuto 31:45
Medición y experimentosEn una tienda de vitaminas y suplementos especializados para caballos, el valor promedio del pedido (AOV) se situaba entre 125 y 175 dólares.
huge benefit was that aov was really high it was about 125 to 175 aov roughly
Escúchalo en el minuto 4:51
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