Marketero · Entrevistas
Can You REALLY Boost Adspend by 20% in Just 30 Days?
30 ideas de marketing sacadas de «Can You REALLY Boost Adspend by 20% in Just 30 Days?», de Professor Charley T. Sobre todo de canales de adquisición…
- 30 ideas despiezadas
- Fuente Professor Charley T
- Dura 54 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 30 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 30 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Briefs creativos guiados por métricas exactas del entorno de control
Mensaje y copywritingPara maximizar la tasa de éxito de los equipos creativos, se deben encargar piezas mediante briefs hiperespecíficos que respondan a necesidades cuantitativas del negocio (como mejorar el CPM, CPA o frecuencia en una etapa concreta del embudo) en vez de dejar que produzcan ideas al azar.
N degree I've got a very simple campign where I've got four five6 control ads and I know the frequency and the CPM by day on these ads and I know how they're affecting my Omni Channel marketing and I've got the incremental lift nailed down I can go to my creative team and say I need a video ad that will Target midf funnel that's going to have a better CPM or CPA than something else here's the thing it has to be now my creative shop isn't just dumping out evaluated on their hit rate of taking the extraordinarily specific creative brief of the business objective that needs to be solved for and…
Escúchalo en el minuto 23:40
Canales de adquisiciónEn lugar de probar creatividades en campañas aisladas durante 20 o 30 días, conviene colocarlas directamente en campañas consolidadas de alto presupuesto (CBO) para comprobar de inmediato si tienen la capacidad de absorber gasto y convertir al competir contra los mejores anuncios.
push back is well great so took get three weeks to identify a winner that could have been a banger on day three like if it is that kind the opportunity cost is wasted 20 30 days then get something been proven if you were to directly test that against the the big Winners right off the bat um and if it was you've already You' you've cut down the timing versus let me just stick this in another adet in a cbbo that's scaled up to 10 20K a day and if it does get this spend and it is converting I already know that it has the legs to compete at
Escúchalo en el minuto 11:52
Metodología 'destronar al campeón' para pruebas creativas sistemáticas
Medición y experimentosEstructura la experimentación publicitaria enfrentando semanalmente cuatro iteraciones de un nuevo concepto contra el anuncio ganador vigente ('el campeón'). Este sistema gamificado establece reglas claras de validación, elimina la fricción y ansiedad entre el equipo de compra de medios y los creativos, y permite identificar de forma objetiva qué creatividades merecen escalar presupuesto.
iPhone app and the way we got around this was um gamify it and so essentially you have your creatives and every week we'd run a test and to Charlie's point we throw it into the mix and you try and Dethrone the champion if you don't ran it was essentially we would green light one core concept the creative agency would give us four iterations of that core concept and then we' run all those iterations and then we would you didn't read is the systemization portrayed a feeling of fairness where to getting a shot did this beat the the champion creative and a lot of times it and so for me that that…
Escúchalo en el minuto 30:34
Canales de adquisiciónLas creatividades que el equipo considera de baja calidad o poco profesionales frecuentemente superan a producciones de alto presupuesto; los gestores de medios deben priorizar el retorno financiero sobre el apego al gusto visual personal.
had like every single big gun super fancy creative agency and this stupid fing picture it was literally that cheesy picture of the company people in front of like the branch office oh dethroned it dude and it was the bane of like spend again it would just Crush everything in my being was like this is the worst ad ever like the copy was me to not become emotional because I was to Long didn't read it was just like never be attached or have dogmas because the weird can win and you could you as a media buyer or as a founder you have two choices do you want to be right or do you want to make money…
Escúchalo en el minuto 38:39
Optimizar la segunda compra para reducir el CAC combinado
Retención y relación con el clienteCuando una marca recién inicia y no tiene historial amplio de LTV, la prioridad estratégica en los primeros 30 a 60 días debe ser conseguir la segunda compra, lo que optimiza el LTV inicial y disminuye de forma efectiva el costo de adquisición combinado (Blended CAC).
you do you do have LTV if your ltvs W purchase that's your LTV and that data will evolve as you get more sales right you've been 30 days your LTV purchases one said what can you do to get a second then Shi your business what to get you the best second purchase rate so you're reducing your cost per acquisition including the Blended and then your
Escúchalo en el minuto 46:39
Evitar la falacia del costo hundido en anuncios de alta producción
Canales de adquisiciónLos responsables de marketing deben actuar como asignadores de capital y evitar destinar presupuesto publicitario adicional para intentar validar o rescatar creativos costosos que no rinden; con frecuencia, piezas sencillas y de bajo costo de producción superan a producciones de miles de dólares.
get into there is good money behind bad money if they created an ad that is not performing do you really want to spend $10,000 to validate that this ad does rip the creative agency but um we were building ads in CA that were destroying these high production ads and so it got a economic thingy to get nerdy of sun costs like that money's spent dog pump really like I think one of the jobs of media buyers or CMOS or marketing leaders is capital allocation you know amount of value from this asset without having to put good money behind bad
Escúchalo en el minuto 25:40
Retención y relación con el clienteAdquirir clientes atraídos por un menor costo de pauta pero con bajo valor de vida (LTV) suele ser perjudicial: triplica o cuadruplica los costos post-compra (gestión de inventario dividido, flujos de email separados, atención al cliente y páginas de aterrizaje específicas), reduciendo la rentabilidad global por exceso de complejidad.
skin and know it's sh maybe air custom has a lower CPN the LTV is terrible me 20 cents to do it maybe the hair buyer I lose 20 cents of opportunity cost every time I buy that customer and it hurts my inventory cuz now I got stock two different types of things my my Supply C my packing my bundle offers my up I got to now test two completely different email flows two completely different like landing page tests I got to do with different types of customer service like the post purchase costs aren't double they're like triple or quadruple because of the complexity at the end of the day I'm I'm…
Escúchalo en el minuto 45:25
Medición y experimentosJuzgar un anuncio únicamente por su CPA dentro del administrador publicitario puede llevar a decisiones perjudiciales; anuncios con métricas directas aparentemente malas a menudo alimentan la demanda en otros canales, elevando el volumen de búsqueda orgánica y la captación de correos.
calendar what if that has a bad CPA is that bad for you the answer might be no like I was their bad ad gets all the spend and as soon as they turn it off their search volume goes down by like 20% their email on take rate moves down by like five or 10 as soon as they turn that bad ad off they lose a ton of
Escúchalo en el minuto 13:25
Canales de adquisiciónPara decidir si separar o unificar campañas publicitarias dirigidas a diferentes perfiles de cliente de un mismo producto, se deben comparar sus métricas unitarias (CPA, tasa de segunda compra y LTV). Si los perfiles tienen un comportamiento y economía unitaria equivalentes, deben mantenerse en una sola campaña; si difieren, deben separarse bajo objetivos comerciales específicos según el flujo de caja requerido.
makes sense I would look at this in two ways and the first thing I'm going to do is a PSM analysis on those audiences I want to know that beauty buyer do they behave the same as the weight loss buyer or you know right do they behave the same do they have the same second practice rate LTV CPA do the unit economics of that type of buyer match and if so then yes it's one business objective one campaign if the unit economics of about attention are different then I will separate them out with different business objectives and right but like if you have different unit economics for customer…
Escúchalo en el minuto 42:13
Canales de adquisiciónEl modelo de negocio de Meta busca retener la atención del usuario en la plataforma el mayor tiempo posible, mientras que Google y Amazon buscan resolver la búsqueda y dirigirlo a su destino rápidamente; la efectividad del anuncio depende de alinearse con la dinámica nativa de cada canal.
attention for as long as possible Google and Amazon their business model is to give you off of Google and off of Amazon as quickly as possible possible so the business objective of how to be good at Google and how to test for that is how to I give somebody what they want to they leave Facebook is how I give somebody what they want so they'll
Escúchalo en el minuto 17:20
Medición y experimentosEvalúa el rendimiento de los anuncios bajo el prisma del método científico (hipótesis confirmada o refutada) en lugar de juicios subjetivos de 'éxito' o 'fracaso'. Adoptar una postura amoral y analítica ante los datos elimina la interferencia del ego y permite usar las pérdidas para extraer reglas negativas concretas que refinen los futuros briefs creativos.
intended is that the best media buyers I know don't think of things in good or bad they think of things in the scientific method here's my thesis here's where I think it's going to end up and then you measure and here's where it ended up because if you get caught up Charlie's point you start to just Chase Luck versus being able to have a systemic Viewpoint of like this isn't totally amoral it's just is this the system I'm running and is this system producing the results I want okay this experiment did not that's great there's some learnings that I can ingrate where hey I don't need to put…
Escúchalo en el minuto 32:57
Canales de adquisiciónEn Underoutfit se creó un anuncio sencillo usando la herramienta nativa de pase de diapositivas (slideshow) de Facebook con 5 o 6 fotos de una sesión, logrando absorber casi 2 millones de dólares de inversión publicitaria.
and like I mean it under outfit we had an ad that was quite literally from a photo shoot I built it in the slideshow I think Felix built it in the slideshow in Facebook's ad unit like just the here's an ad here's five six images put in in a little video that one ad spent like nearly $2
Escúchalo en el minuto 24:44
Canales de adquisiciónSi un anuncio no logra que el algoritmo de Meta le asigne presupuesto de forma natural, significa que no cumple con el objetivo de la plataforma (retener la atención del usuario) y no debe forzarse su entrega.
number one if it doesn't earn spend it's not good I don't care what you think anybody said about it it doesn't earn spend it doesn't meet your business objectives yep it's a liability to your stay so if that ad doesn't get spent Facebook and whatever they've decided is this is a liability to our business lemed out so if that ad doesn't get delivery it's a clear sign that for whatever reason it's ultimately not meeting the business objectives of your
Escúchalo en el minuto 15:10
Canales de adquisiciónSi un anuncio no logra que el algoritmo de Meta le asigne presupuesto de forma natural, significa que no cumple con el objetivo de la plataforma (retener la atención del usuario) y no debe forzarse su entrega.
number one if it doesn't earn spend it's not good I don't care what you think anybody said about it it doesn't earn spend it doesn't meet your business objectives yep it's a liability to your stay so if that ad doesn't get spent Facebook and whatever they've decided is this is a liability to our business lemed out so if that ad doesn't get delivery it's a clear sign that for whatever reason it's ultimately not meeting the business objectives of your
Escúchalo en el minuto 15:10
La asimetría del retorno en la producción creativa de anuncios
Canales de adquisiciónLa inversión continua en producción y pruebas creativas se justifica porque un único anuncio ganador capaz de absorber presupuestos millonarios compensa el coste de todas las creatividades fallidas.
was the reason we're paying money to Outsource creative because if we get an ad that we can spend a million dollars on it's worth everything else the point is I want to
Escúchalo en el minuto 23:22
Medición y experimentosAislar variables en pruebas de bajo presupuesto funciona en medios con inventario y CPM fijo, pero falla en plataformas como Facebook Ads, donde el CPM se optimiza de forma dinámica según la experiencia del usuario. Declarar ganadores con un volumen mínimo de conversiones (3 a 10 ventas) genera datos de baja integridad que no predicen el éxito al mover los anuncios a campañas de escalado.
the way to go because the CPM is a constant cost and because you don't have makes sense to isolate your variables that does the best the problem is at its core Facebook is not that and it really hasn't ever been that it is an optimized CPM environment optimizing for the end user experience so at its very core the campaign is seeing what lottery ticket do you want to actually install to your scaling campaign and your test doesn't actually start until it hits that scaling campaign because it doesn't actually have to spend any meaningful ads okay great your winner had what three sales five 10…
Escúchalo en el minuto 5:09
Medición y experimentosAislar variables en pruebas de bajo presupuesto funciona en medios con inventario y CPM fijo, pero falla en plataformas como Facebook Ads, donde el CPM se optimiza de forma dinámica según la experiencia del usuario. Declarar ganadores con un volumen mínimo de conversiones (3 a 10 ventas) genera datos de baja integridad que no predicen el éxito al mover los anuncios a campañas de escalado.
the way to go because the CPM is a constant cost and because you don't have makes sense to isolate your variables that does the best the problem is at its core Facebook is not that and it really hasn't ever been that it is an optimized CPM environment optimizing for the end user experience so at its very core the campaign is seeing what lottery ticket do you want to actually install to your scaling campaign and your test doesn't actually start until it hits that scaling campaign because it doesn't actually have to spend any meaningful ads okay great your winner had what three sales five 10…
Escúchalo en el minuto 5:09
Canales de adquisiciónForzar inversión manualmente en anuncios que el algoritmo descarta genera conjuntos aislados que compiten internamente entre sí, lo que eleva los CPMs y acelera la fatiga y depreciación de los activos publicitarios.
people who are like okay well I've spent and if Facebook's not going to spend on it well I have to for spend on it and all and in a month and two months you have an ad account with a bunch of isolated Killers they're all dying off faster and faster and faster because you set up a system that predicates itself on you having to be right and that creates depreciation in all those generally speaking your cpms are going up too CU now you got a bunch of killers that all work in isolation competing against each other and basically they instead of there being enough food for one dog to eat now…
Escúchalo en el minuto 18:42
Gestión de expectativas ante anuncios fallidos de alto interés interno
Medición y experimentosEn plataformas como Facebook Ads las creatividades rara vez remontan si no muestran tracción inicial; cuando directivos o fundadores tienen apego emocional por un video costoso, se debe contrastar su rendimiento temprano con los históricos para evidenciar objetivamente el riesgo de quemar presupuesto.
that cuz it's very hard to call your baby ugly and so what I would do is lay out the land of like okay cool we spent x amount of dollars on here you have me budgeted for wi amount of dollars the signs of this video popping off compared to historicals are not great very rarely do you have this come from behind like if anything Facebook is not a come from behind story like you win or you don't and so then you get to money as long as you can show them hey you know this is the path you want to go down and you want to go put a bucket of money and light it on fire and you want me to report on that…
Escúchalo en el minuto 27:54
Canales de adquisiciónLanzar decenas de anuncios y variaciones de targeting atrae tipos de atención heterogéneos que invalidan cualquier test o mejora en la página de destino. Además, consumir presupuesto creando piezas perdedoras degrada la calidad de la relación con el algoritmo publicitario, encareciendo los costes globales de adquisición.
is because you're launching so many tests how many different types of attention are you bringing into your store like any landing page test that you run as soon as you change the ad of the targeting basically begins becomes so you're making every after a click optimization effectively null and void just so that you can spend the majority of your money developing losers that raises your cost of advertising across Facebook isn't getting more expensive is that you're creating more harm and reducing your quality of the relationship with the platform so as a
Escúchalo en el minuto 7:16
Oferta y precioAplicar descuentos agresivos en el último trimestre del año (Q4) es contraproducente: al haber una intención de compra natural más alta, es el momento óptimo para adquirir clientes con perfiles de mayor valor de vida (LTV) a precios completos y con márgenes más amplios.
quarter form I'm going after all the the long money I can like I'm going after the that older woman that's going to spend more money because I know I'm getting them at a discount like a lot of them make the mistake in Q4 of offering discounts which is like the dumbest thing ever you're getting to be to buy from you at for a cheaper cost buying intent is higher so you're getting the sale for a lower price you're accessing higher LTB at a larger margin so in that case I'm going to go after to Long money
Escúchalo en el minuto 43:26
Canales de adquisiciónEnseñar a los creativos a extraer y leer directamente los reportes de rendimiento publicitario alinea incentivos y los motiva a diseñar iteraciones con el objetivo concreto de superar a los anuncios que concentran el gasto.
there but I let very much I taught the creative director how to pull reports in Facebook and I literally was like these are the ads that are spending these the ones that aren't like this is what's working this is what isn't and then we would have conversations of like how do I get how can I work with you s to Dethrone as as Roba put it like how let's work together so that doesn't Happ like it's in my best interest to to help you dethrown the best one so what do we need to do now we got a symatic relationship but that person is hella
Escúchalo en el minuto 35:32
Publicidad pagada como compra de atención y no sistema cerrado de monetización
Canales de adquisiciónLas plataformas de anuncios pagados deben concebirse como herramientas para adquirir atención y amplificar el modelo de negocio, dejando la rentabilización final en manos de la arquitectura global de conversión y retención de la empresa.
money because Facebook isn't shouldn't be your source of Revenue Facebook is a business model amplification device you are buying attention and your job as a business operator is to monetize that attention the most effective way and if you are relying only on Facebook to do that you are relying on one of the worst exchange
Escúchalo en el minuto 13:53
Canales de adquisiciónUn acuerdo de 100.000 $ con una celebridad (Kardashian) generó solo 15.000 $ y causó pérdidas totales de unos 250.000 $ al perseguir el gasto, mientras que una foto improvisada tomada con un iPhone por la recepcionista se convirtió en el anuncio más rentable.
call it was1 ,000 call and we lost another 175 on me chasing it and I got to I paid a Kardashian 100 Grand to shake I think we made 15K on and Chase that with another 100 plus thousand I think 150 175k so we were out almost 300,000 more or less like 250 after the chest the best ad we had running at that time was a stupid picture that the receptionist took in the kitchen making a shake with an iPhone and it was like 6 and we just threw it up was an Instagram story and it got like 500,000
Escúchalo en el minuto 36:55
Canales de adquisiciónUn acuerdo de 100.000 $ con una celebridad (Kardashian) generó solo 15.000 $ y causó pérdidas totales de unos 250.000 $ al perseguir el gasto, mientras que una foto improvisada tomada con un iPhone por la recepcionista se convirtió en el anuncio más rentable.
call it was1 ,000 call and we lost another 175 on me chasing it and I got to I paid a Kardashian 100 Grand to shake I think we made 15K on and Chase that with another 100 plus thousand I think 150 175k so we were out almost 300,000 more or less like 250 after the chest the best ad we had running at that time was a stupid picture that the receptionist took in the kitchen making a shake with an iPhone and it was like 6 and we just threw it up was an Instagram story and it got like 500,000
Escúchalo en el minuto 36:55
Canales de adquisiciónUn acuerdo de 100.000 $ con una celebridad (Kardashian) generó solo 15.000 $ y causó pérdidas totales de unos 250.000 $ al perseguir el gasto, mientras que una foto improvisada tomada con un iPhone por la recepcionista se convirtió en el anuncio más rentable.
call it was1 ,000 call and we lost another 175 on me chasing it and I got to I paid a Kardashian 100 Grand to shake I think we made 15K on and Chase that with another 100 plus thousand I think 150 175k so we were out almost 300,000 more or less like 250 after the chest the best ad we had running at that time was a stupid picture that the receptionist took in the kitchen making a shake with an iPhone and it was like 6 and we just threw it up was an Instagram story and it got like 500,000
Escúchalo en el minuto 36:55
Canales de adquisiciónProbar creativos en una campaña aislada de bajo presupuesto para luego trasladar los ganadores a una campaña de escalado suele fallar en Meta, ya que el rendimiento obtenido a bajo volumen no predice la capacidad del anuncio para competir a escala frente a anuncios maduros.
is you have a testing campaign and a scaling campaign right so the the theory every week you set up a test campaign um you know set it on Broad let it run for seven days hey you got a winner cool let's toss it into this to this scaling so say for example you know you're testing four or five creat in this in its old environment at a low budget you move it into this big campaign and it's and it's this like the big boys can this new ad compete with the big boys or does it completely mess up the entire
Escúchalo en el minuto 2:46
Canales de adquisiciónProbar creativos en una campaña aislada de bajo presupuesto para luego trasladar los ganadores a una campaña de escalado suele fallar en Meta, ya que el rendimiento obtenido a bajo volumen no predice la capacidad del anuncio para competir a escala frente a anuncios maduros.
is you have a testing campaign and a scaling campaign right so the the theory every week you set up a test campaign um you know set it on Broad let it run for seven days hey you got a winner cool let's toss it into this to this scaling so say for example you know you're testing four or five creat in this in its old environment at a low budget you move it into this big campaign and it's and it's this like the big boys can this new ad compete with the big boys or does it completely mess up the entire
Escúchalo en el minuto 2:46
Canales de adquisiciónProbar creativos en una campaña aislada de bajo presupuesto para luego trasladar los ganadores a una campaña de escalado suele fallar en Meta, ya que el rendimiento obtenido a bajo volumen no predice la capacidad del anuncio para competir a escala frente a anuncios maduros.
is you have a testing campaign and a scaling campaign right so the the theory every week you set up a test campaign um you know set it on Broad let it run for seven days hey you got a winner cool let's toss it into this to this scaling so say for example you know you're testing four or five creat in this in its old environment at a low budget you move it into this big campaign and it's and it's this like the big boys can this new ad compete with the big boys or does it completely mess up the entire
Escúchalo en el minuto 2:46
Medición y experimentosLa implementación de un ciclo estacional enfocado en captación temprana, retención por CRM y ajuste del modelo comercial permitió escalar marcas de 50.000 dólares mensuales a 1 millón semanal, y de 18 millones a 95 millones de dólares anuales en menos de dos años.
I will change that up like I said q1 is short money Q4 is Long Money Q2 Q3 I'm letting the CRM come in I'm going to improve the business model and if I can continue that flywheel for the last half last five six years I've been doing that and the net result is exponential growth I mean under Alpha went from 50k a month to a million a week 3ri went from 18 million to 95 and we're talking like less than 2 years to make that happen
Escúchalo en el minuto 47:09
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.