Marketero · Entrevistas
Can You REALLY Succeed with Facebook Ads in JUST 30 Days?
42 ideas de marketing sacadas de «Can You REALLY Succeed with Facebook Ads in JUST 30 Days?», de Professor Charley T. Sobre todo de canales de…
- 42 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 06 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 42 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 42 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.
Oferta y precioPara no competir con descuentos agresivos en Black Friday frente a marcas que gastan millones al día, conviene validar paquetes (bundles) de ticket alto semanas antes vía email y orgánico, empujarlos con publicidad en las semanas previas capturando el LTV en la primera venta, y durante el evento reducir la adquisición para operar únicamente retargeting de catálogo con márgenes protegidos.
now send out bundles via email and organic social media tell people that bundles exist have these be higher ticket bundles I want you to try to get your LTV in the first sale see what works and what doesn't I want you to spend the next 45 days testing a bunch of different bundles and see what has the best unit economics for your business when Black Friday comes instead of discounting your business you going to run these bundles I want you to spend the week before Black Friday the two weeks before Black Friday hammering social hammering email drain all of your email flows like just annoy the…
Escúchalo en el minuto 1:02:47
Evitar la edición de anuncios dinámicos o Flex existentes
Canales de adquisiciónNunca se deben actualizar ni editar las creatividades de un anuncio dinámico (DCT) o anuncio Flex existente, ya que esto reinicia la fase de aprendizaje del conjunto de anuncios; siempre se debe crear y publicar un anuncio nuevo.
want to replace the image of video um if I do so will the ad set go into learning phase again or not yes it will never update never edit a DCT or a flex ad just launch a new
Escúchalo en el minuto 1:01:20
Reglas automáticas escalonadas por gasto para controlar el CPA
Canales de adquisiciónPara controlar el costo por adquisición mediante reglas automáticas en campañas donde las reglas estándar no aplican, se pueden definir umbrales escalonados de gasto vinculados al volumen mínimo de compras (por ejemplo, si a los $100 de gasto hay menos de 5 ventas, o a los $200 hay menos de 10 ventas para un CPA objetivo de $20, se pausa el anuncio).
different then what we can do is imply a CPA so let's say for instance our Target cost is 20 bucks and we could say Hey by the time you spend $100 if you don't if you have less than five sales well then your CPA is over 20 bucks and you can just have that stacked up so at a 100 bucks you need to have if 100 bucks and sales less than five then your CPA is inherently over 20 and you could say at $200 if sales if purchases less than 10 then your CPA is over 20 and so if you want to get a CPA below 20 you can just do that at every step of the way and have this like uh sliding scale escalator of…
Escúchalo en el minuto 54:38
Análisis de Margen de Escalamiento Rentable (PSM) y maduración de LTV
Medición y experimentosCalcula el Margen de Escalamiento Rentable (PSM) comparando el LTV con los costos totales combinados (costo por venta blended más costo del producto multiplicado por frecuencia de compra) y mapea el ciclo de tiempo en que madura ese LTV para proyectar con precisión el retorno de la inversión publicitaria.
PSM PSM profitable scaling margin is LTV on one side of the equation divided by the cost per sale and the cost of goods times how many times somebody buys so let me give you an example let's say LTV on a customer is 200 bucks and between my cost per sale Blended not Facebook but Blended including the cost per sale plus how much it cost to make the product let's say it's 40 bucks and the average that means on average it cost me 00 to acquire $200 and let's say the average person spends money once every 90 days okay if I make a sale today I know that in 90 days I'm going to get money 90 days…
Escúchalo en el minuto 37:07
Canales de adquisiciónSeparar campañas de prueba y escalado en Meta Ads resulta obsoleto e ineficiente; si un anuncio demuestra ser ganador en la prueba, debe escalarse allí mismo en lugar de duplicarlo a una campaña de escalado, lo que reinicia la fase de testeo y desperdicia tiempo.
Advantage Plus as a scaling campaign I don't recommend you run scaling campaigns I think the idea of having a separate testing and scaling campaign um is completely Obsolete and doesn't hold up any real weight in the real world uh if it's good enough to win in testing why not scale it otherwise your scaling campaign is just a campaign of test winners and that way then your test doesn't actually start until that goes into your scaling campaign and then just wasting time um I don't really the time
Escúchalo en el minuto 1:00:29
Integración de anuncios de whitelisting dentro de una arquitectura de campaña única (OCT)
Canales de adquisiciónLos anuncios de whitelisting y páginas secundarias deben lanzarse mediante anuncios dinámicos (DCT o Flex) dentro de la misma campaña consolidada, sin aislarlos a menos que exista un compromiso contractual explícito de gasto mínimo.
here's what I do I will launch my DCT or Flex ad with that new page and if it works great I'll bring that over whitelisting itself can be done right alongside branding efforts there's no reason that you need to isolate those efforts unless you have a specific contract where you have promised them that you will spend x play but other than that in your one campaign architecture launch it as a DCT if it earns spend and when it does the business improves awesome go for it if it earns spend and when it does the business does not improve then it's bad
Escúchalo en el minuto 21:05
Uso del método 3:2:2 dinámico para mejorar sistemáticamente el eslabón más débil de la cuenta
Canales de adquisiciónEl método 3:2:2 (3 creatividades, 2 títulos y 2 textos principales) en anuncios dinámicos permite desglosar qué elemento gana presupuesto y probarlo contra el conjunto de anuncios de menor rendimiento, escalando el negocio al fortalecer de manera continua el eslabón más débil.
trains the 322 method is great because ultimately we have more than one option in a dynamic creative orlex ad right we have two headlines two primary texts so it's not is did this ad win it's which headline was better and then we have three creatives so we can understand what earned spend and what didn't when we AB test two 322 ads against a Winner's ad set where we're specifically trying to improve the ad according to 4pi analysis within our Winner's ad set that is the weakest of our Investment Portfolio all we're doing is making our weakest link stronger and it's incredibly difficult to not…
Escúchalo en el minuto 25:38
Priorizar la adquisición en base a la tasa de segunda compra (SPR)
Retención y relación con el clienteEn lugar de adquirir clientes de baja recurrencia que dañan la economía del negocio, se debe auditar y potenciar el producto u oferta con la mayor tasa de segunda compra (Second Purchase Rate o SPR), asegurando un escalado rentable del LTV.
customer to get more customers who are far less likely to ever give you money again that is paying extra to make less to get folks who are objectively far worse for your business that makes no sense there's not so what I want you to be focusing on is what actually gets the most people to buy a second time and this is what profitable scaling margin comes to write the words s p right sorry not words the letters spr all right that is second purchase rate what product has the best second purchase rate in your business what single item or offer when somebody buys it gets the most people to buy a…
Escúchalo en el minuto 5:02
Oferta y precioAl elegir el producto principal o categoría a promocionar en campañas de adquisición pagada, se debe priorizar aquel que genera la mayor probabilidad de segunda compra o mayor flujo de caja futuro (LTV), incluso si el margen de la primera venta es bajo o genera pérdidas iniciales.
now what we're going to be focusing on here is which one most often gets people to buy a second money than if I lose $5 for every sale but 90% of people spend five times more own so I'm going to be pushing to my highest second purchase rate or maybe collection of products that had the best second purchase rate and it Melissa collection item the likelihood of them making a second or third purchase was three to four times higher for future cash flow so we focused on trying to sell that that category and
Escúchalo en el minuto 10:25
Canales de adquisiciónNo se deben excluir compradores recientes (por ejemplo, de los últimos 30 días) en campañas dinámicas o de catálogo de Meta; el algoritmo regula la entrega según el interés del usuario, el costo de las impresiones redundantes es marginal y se preserva la oportunidad de capturar recompras inmediatas rentables.
conclusion in Dabba you don't exclude anything even 30-day buyers thank you master yeah I generally don't make exclusions if you're not interested in buying then maybe you see an ad once twice but you won't after that um and why exclude people that bought in the last 30 days well well people don't buy more than 30 days yeah well if you showed them ad maybe they would and if they're not interested they won't see the ad and like if it's if it's five people out of a thousand you showed an ad to if your CPM is even like a $100 that means you wasted 50 cents are we really trying to optimize out 50…
Escúchalo en el minuto 56:09
Canales de adquisiciónNo se deben excluir compradores recientes (por ejemplo, de los últimos 30 días) en campañas dinámicas o de catálogo de Meta; el algoritmo regula la entrega según el interés del usuario, el costo de las impresiones redundantes es marginal y se preserva la oportunidad de capturar recompras inmediatas rentables.
conclusion in Dabba you don't exclude anything even 30-day buyers thank you master yeah I generally don't make exclusions if you're not interested in buying then maybe you see an ad once twice but you won't after that um and why exclude people that bought in the last 30 days well well people don't buy more than 30 days yeah well if you showed them ad maybe they would and if they're not interested they won't see the ad and like if it's if it's five people out of a thousand you showed an ad to if your CPM is even like a $100 that means you wasted 50 cents are we really trying to optimize out 50…
Escúchalo en el minuto 56:09
Ventaja del método 3:2:2 para pruebas de anuncios en Meta
Medición y experimentosEl método 3:2:2 (3 creatividades, 2 textos y 2 titulares en un Dynamic Creative Test) reduce la cantidad de variables aisladas y permite realizar pruebas A/B con mayor solidez y calidad de datos.
ad beginners the 322 method ask so 322 method is better because less variables to rely on and you split tests with better data is that right absolutely Oscar that's that's a good chunk of it
Escúchalo en el minuto 24:56
Oferta y precioBlack Friday debe entenderse como la oportunidad de adquirir clientes a menor costo publicitario y no como una obligación de descontar todo el catálogo. Descontar productos de forma generalizada atrae compradores cazaofertas con nula lealtad a la marca, lo que sacrifica el margen y deteriora el valor de vida del cliente (LTV).
specific phrase Black Friday is about acquiring customers at a discount it's not about discounting your products to get more customers there's a off discount buyers are more price conscious and price conscious buyers are the brand loyal meaning if you discount your products during Black Friday to people who will never care about your business this will destroy your LTV and Friday if you work on discounting all of your products mean like we're going to go 20% sitewide what you're doing is the discounts you get less margin so you're paying extra to get a lower quality customer with a lower…
Escúchalo en el minuto 1:35
Oferta y precioEn lugar de limitarse a descuentos unitarios en Black Friday, ofrece un paquete que concentre el valor de vida completo del cliente (LTV package) con un descuento moderado, asegurando el ingreso total de forma anticipada y mejorando el LTV cuando vuelvan a comprar.
lot more and on Black Friday hey give them the entire lifetime value package for a little bit of a discount that way you get all of your money UPF front you don't need to wait on that cash flow and when they buy again your LTV goes out that's how you win Black Friday all
Escúchalo en el minuto 1:05:47
Mensaje y copywritingLas decisiones de compra están impulsadas principalmente por cómo el producto hace sentir al cliente sobre sí mismo y cómo lo proyecta ante su comunidad. Presentar el 'por qué' y la transformación emocional o de estatus supera ampliamente a listar módulos, características técnicas o beneficios funcionales (el 'qué').
will tell you people buy with emotion and identity more than anything else you with politics facts features benefits mean exponentially less than how our choices make us feel about ourselves and how we think they make us look to others because the marketing team mastered the why and if you're still selling the what because that product makes the buyers feel a certain way about themselves and how that product makes the buyer look to the buyer's Rich the point is this identity is powerful if you're still selling on the what then you're not going to get to 3690 plane now that's great or I could…
Escúchalo en el minuto 30:18
Por qué un anuncio ganador no recibe presupuesto inmediato al transferirse a un ad set de control
Canales de adquisiciónAl mover el identificador de publicación (Post ID) de un anuncio ganador de una prueba dinámica (DCT) a un conjunto de anuncios de control, Meta no le asigna presupuesto de forma inmediata porque el algoritmo prioriza los anuncios existentes que ya cuentan con un historial acumulado de conversiones exitosas.
question when you move the post ID it's very uncommon that that post ID would immediately get spent because you're moving that post ID into an adset where Facebook already knows how to spend the on so if that's a new ad in an existing ad set with Proven Winners it might take a little while to earn spend and if bucks a day well if you were an ad set and you're like I need to get a result I have four ads and I know exactly how they're going to go and they've all gotten hundreds of conversions and I got a new ad are you going to really leverage that new thing right away of course
Escúchalo en el minuto 42:57
No tomar decisiones de escalado ni juzgar el rendimiento con datos de un solo día
Medición y experimentosUn solo día de resultados no constituye un conjunto de datos accionable; las decisiones de escalado o reducción de presupuesto deben guiarse por tendencias semana contra semana o mes contra mes, ya que las ventas fluctúan naturalmente en picos y valles a lo largo de los días.
scale also success and failure is not defined by each day success and failure is defined by week over- week and month- over month trends don't spend money you lose and don't look at any one day as valuable data one day is not a data point right a data set of one isn't actionable it's just a thing that exists before you often see sales are not completely linear you'll have Peaks and valleys and the valley happens because you have Peaks on either side and you basically said well folks that we're going to buy on Thursday they actually bought on Wednesday and Friday and Thursday is just a weird…
Escúchalo en el minuto 28:20
La personalización y restricción manual de ubicaciones en Meta Ads encarece los costos
Canales de adquisiciónCualquier personalización o exclusión manual de ubicaciones en Facebook Ads incrementa los costos publicitarios debido al 'breakdown effect'; las únicas restricciones que no encarecen la entrega son las demográficas básicas (edad, género y ubicación geográfica).
you pay more per click if you exclude certain types of placements yes you absolutely custom costs extra simple all set up okay so anytime you customize something it costs extra the only customizations in Facebook that do not raise costs are restricting your placement by age gender and location everything else costs extra and that's because of the breakdown effect
Escúchalo en el minuto 48:06
Canales de adquisiciónEn lugar de crear anuncios individuales aislados, utiliza pruebas de formato dinámico 3:2:2 enfocadas en mejorar el anuncio que peor rendimiento tiene en el embudo, corriendo dos pruebas 3:2:2 en paralelo para comparar cuál resuelve mejor el problema y acelerar el aprendizaje.
individual objective I will have a winners ad set where I've got multiple ads that according to a 4pi are handling different parts of the sales funnel and in my 322 ads I'm trying to make better versions of whichever ad according to 4pi is struggling the most what's my weakest link let me make it stronger and I'm going to probably run two three2 tws so I have not did I solve the problem but which test solve the problem better that way even if they're both a failure I learn twice as much twice as fast and if they're a win I get there twice as fast um I and I will only use the 322 ads I never…
Escúchalo en el minuto 52:40
Canales de adquisiciónEn lugar de crear anuncios individuales aislados, utiliza pruebas de formato dinámico 3:2:2 enfocadas en mejorar el anuncio que peor rendimiento tiene en el embudo, corriendo dos pruebas 3:2:2 en paralelo para comparar cuál resuelve mejor el problema y acelerar el aprendizaje.
individual objective I will have a winners ad set where I've got multiple ads that according to a 4pi are handling different parts of the sales funnel and in my 322 ads I'm trying to make better versions of whichever ad according to 4pi is struggling the most what's my weakest link let me make it stronger and I'm going to probably run two three2 tws so I have not did I solve the problem but which test solve the problem better that way even if they're both a failure I learn twice as much twice as fast and if they're a win I get there twice as fast um I and I will only use the 322 ads I never…
Escúchalo en el minuto 52:40
Oferta y precioEn lugar de descontar productos individuales erosionando el margen, las ofertas de temporada como Black Friday deben estructurarse combinando productos con buen margen de escala rentable (PSM) y valor de ticket alto, usando el descuento para adquirir clientes de mayor calidad cuyo comportamiento asegure flujo de caja recurrente a futuro.
spr what offers have a good PSM and this will allow you to begin to construct offers from Black Friday where you can begin to incorporate products with a good PSM and a good spr and make your higher ticket offers during Black Friday because remember you're buying higher quality customers at a discount you're not discounting your product to buy more customers you're going to start setting up your future cash flow and get a huge leap ahead to double your business
Escúchalo en el minuto 41:19
Medición y experimentosAl escalar anuncios es preferible capturar mayor volumen absoluto de beneficio (por ejemplo, un 10% sobre $1,000 al día) que mantener un porcentaje alto sin volumen (100% sobre $50 al día), ya que el volumen acelera la base de clientes y la recompra posterior.
into the breakdown effect and understand do you want the highest margin like no volume or do you want a 100% profit on $50 a day or do you want 10% profit on ,000 a day one of those is going to help you get people to buy a second time a lot faster and way more people to do it remember profit volume contribution margin cost caps are brand killer not
Escúchalo en el minuto 48:51
La publicidad pagada aporta volumen de oportunidad y no margen de beneficio
Medición y experimentosEl rol de los anuncios de pago es generar volumen de oportunidad de adquisición para multiplicar el crecimiento del negocio; la rentabilidad debe sostenerse mediante la salud financiera global, el valor de vida del cliente y el piso de ingresos orgánicos.
waking up to money what we call the revenue floor how much you would sell without ads that should be going up at 20 30% a year what you make with ads can 10x that growth if with your ads you're should be concerned with the health of the business we make the business healthy so that we can spend more money on ads ads is volume of opportunity it's not profit margin there's a huge difference so that being said uh let's
Escúchalo en el minuto 22:48
Causa del aumento de CPM al ejecutar campañas simultáneas dirigidas al mismo público
Canales de adquisiciónCorrer múltiples campañas en paralelo sobre la misma audiencia encarece el CPM porque una campaña absorbe las impresiones de usuarios con mayor intención, forzando a la otra a mostrarse a audiencias menos receptivas que resultan más costosas de impactar.
in parallel my CPM for the first campaign goes up that makes sense um your cpms go up when running them both side by side is because one ad is getting the higher intent Impressions so the other one has to work harder so it's showing ads that people who are slightly less interested in seeing the content at the end of the day uh the people's receptiveness to sening your content is directly related to or directly informs what the CPM is and so as a result your cost of advertising goes up or down but
Escúchalo en el minuto 59:46
La publicidad pagada debe amplificar un negocio ya rentable, no sostener uno inviable
Canales de adquisiciónLos anuncios no deben ser la única fuente de ventas de un negocio; el presupuesto publicitario debe tratarse como una reinversión de utilidades ya generadas orgánicamente. Si un modelo depende exclusivamente de la publicidad para vender y no es rentable sin ella, el negocio fallará.
revenue is not purely based on your ads you should already be making money before you run ads make sales organically your ads are only a portion of your profit that you then invest in need to be profitable on day one because you're already profitable you're only spending a portion of your profit on your ads otherwise what you have is not a business that you should be spending money on your ads to promote because your business itself isn't good enough yet if you're spending money on ads for a business that needs ads to make sales
Escúchalo en el minuto 10:55
No lanzar nuevos tests creativos si los anuncios actuales ya permiten escalar presupuesto
Canales de adquisiciónCuando el rendimiento publicitario es positivo y existe margen de presupuesto para escalar, no se deben lanzar nuevos tests de creativos; lo óptimo es aumentar el gasto en lo que ya está funcionando en lugar de fragmentar presupuesto e intentar resolver un problema de creativos que ya está resuelto.
time you creative test whenever performance is good whenever you're like well I'm happy with my performance today we could spend more budget so let's launch some more creative testing which is objectively the dumbest thing you could do like if you can spend more money launching new ads destroys you've already solved the problem stop trying to solve it over and over again so thank
Escúchalo en el minuto 14:38
Segmentación de ciclos de flujo de caja según el comportamiento de compra por audiencia
Medición y experimentosSegmenta el análisis de rentabilidad y LTV por perfil de cliente, ya que diferentes grupos demográficos tienen ciclos de recompra y tamaños de cesta distintos, lo que permite alinear la adquisición de clientes con las necesidades de flujo de caja del negocio.
you can also run it by audience what I is if you're selling to different groups of people let's say you're selling a Business let's say it's a woman under 35 that woman and over 35 they're both worth say 200 bucks when they buy the case the younger woman might buy one bra come back buy another one and then come back and get the buy three get one free awesome an older woman might come in and just buy the buy three get one free and come back and buy it once or twice more the young woman who's buying the one bra and coming back and buying another one and then taking the bundle offer she might…
Escúchalo en el minuto 38:37
Retención y relación con el clienteLa primera venta en ecommerce debe gestionarse conceptualmente como la captación de un lead, ya que un verdadero cliente es aquel que realiza una segunda compra. Enfocarse exclusivamente en la rentabilidad inmediata del primer día (day one profitability) crea una dependencia frágil del arbitraje publicitario a corto plazo en vez de construir un flujo de caja predecible.
push for day one profitability that's not selling a business that's being a salesperson that's not building future cash flow that's relying on short-term Arbitrage and then having to win over and over and over again instead you can look at eCommerce as lead gen how much does it cost to acquire a customer that's very different than how how much does it cost to make a sale a customer and this is the third thing I want you to write down today a customer is somebody who buys more than once a sale is just a lead we all know that getting somebody who bought wants to buy a second time well it's…
Escúchalo en el minuto 3:37
Retención y relación con el clienteLa primera venta en ecommerce debe gestionarse conceptualmente como la captación de un lead, ya que un verdadero cliente es aquel que realiza una segunda compra. Enfocarse exclusivamente en la rentabilidad inmediata del primer día (day one profitability) crea una dependencia frágil del arbitraje publicitario a corto plazo en vez de construir un flujo de caja predecible.
push for day one profitability that's not selling a business that's being a salesperson that's not building future cash flow that's relying on short-term Arbitrage and then having to win over and over and over again instead you can look at eCommerce as lead gen how much does it cost to acquire a customer that's very different than how how much does it cost to make a sale a customer and this is the third thing I want you to write down today a customer is somebody who buys more than once a sale is just a lead we all know that getting somebody who bought wants to buy a second time well it's…
Escúchalo en el minuto 3:37
Evaluación de rentabilidad para escalar: lead magnet gratuito vs. tripwire
Oferta y precioPara decidir si escalar la adquisición mediante un gancho gratuito (giveaway) o un producto de bajo costo (tripwire), se deben comparar el valor unitario por visitante, la probabilidad de conversión a cliente regular y el margen de contribución disponible para reinvertir en pauta.
um I want to understand how my business makes money if it's more effective for me to go to trip wire awesome if it's more effective for me to go to the giveaway awesome understand what is the unit value of a trip wire visitor what is the unit value of a giveaway visitor which one of those things is easier to scale because the second purchase rate or in this case the likelihood of a Tri a giveaway buyer becoming a full-time customer which one's better and looking at the PSM which one has a larger margin with which you invest in pick that scale
Escúchalo en el minuto 57:33
El testeo excesivo de anuncios y los cost caps erosionan el LTV
Canales de adquisiciónProducir y lanzar decenas o cientos de anuncios nuevos cada semana junto al uso de cost caps actúa como una táctica destructiva de embudo que daña el flujo de caja y la retención a largo plazo.
test properly and how to stop relying on funnel destroying tactics that ultimately hurt cash flow and LTV things like cost caps and creative testing on a consistent basis like why are you running a thousand new ads a week why are you launching 10 new ads a week these are all really bad ideas but there
Escúchalo en el minuto 7:57
Medición y experimentosLos anuncios con mejores métricas de conversión a menudo no escalan porque la plataforma se los muestra a un grupo reducido de usuarios con alta intención de compra en el fondo del embudo, lo que eleva el CPM y la frecuencia pero limita su alcance a audiencias frías.
there's a reason why your best ads don't scale it's because generally when you do that overwhelmingly have a higher frequency and a higher CPM because they're shown to people more often and they're shown to a smaller group of people so the more likely to hit people in their mid and bottom funnel because people have given the platform the signal that they're in the buying mood
Escúchalo en el minuto 17:44
Apelar a la emoción y al estatus para sostener precios altos frente a los grandes marketplaces
Marca y posicionamientoLos clientes que priorizan únicamente el precio acudirán a plataformas como Amazon, Temu o Walmart; para cobrar precios superiores, la marca debe conectar con el plano emocional del comprador: cómo le hace sentir el producto y cómo proyecta su imagen ante los demás.
a really good price they can go to Amazon or teu or Walmart if they want something that meets the why so that they can sell because of how it makes them they can buy because of how it makes them feel and how they think they will look to others they'll come to you meet their need and you can charge a
Escúchalo en el minuto 1:05:23
Medición y experimentosEl verdadero indicador de éxito y escalado es que el volumen de beneficio que entra a la cuenta bancaria crezca por encima del volumen de inversión publicitaria, relegando métricas de vanidad como ROAS, MER o margen de contribución aislado.
what your volume of profit is what your bank account looks like I don't give a about your contribution margin I don't give a about your Raz your me none of that vanity metric nonsense stuff that performance marketers leverage to try to sound smart no what I care about is what does the bank account look like and if the volume of profit in the bank account has risen greater than the volume of spend you're making more money and if you have
Escúchalo en el minuto 28:54
Medición y experimentosEl verdadero indicador de éxito y escalado es que el volumen de beneficio que entra a la cuenta bancaria crezca por encima del volumen de inversión publicitaria, relegando métricas de vanidad como ROAS, MER o margen de contribución aislado.
what your volume of profit is what your bank account looks like I don't give a about your contribution margin I don't give a about your Raz your me none of that vanity metric nonsense stuff that performance marketers leverage to try to sound smart no what I care about is what does the bank account look like and if the volume of profit in the bank account has risen greater than the volume of spend you're making more money and if you have
Escúchalo en el minuto 28:54
Medición y experimentosAtribuir una venta a un único anuncio o canal ignora que el proceso de compra involucra decenas de puntos de contacto previos. Asignar todo el mérito al último clic equivale a creer que un negocio solo necesita comerciales de cierre, ignorando la creación de demanda previa.
subscription the point here is simple it is impossible to say what ad made any sale happen it is impossible to say how um you can't ever actually the concept no way to actually point to anyone ad generally takes dozens of touch points pay for itself anyway um that ad that gets credit because it's the last touch salespeople now that's ignoring actual like there's so many steps to go
Escúchalo en el minuto 15:44
Medición y experimentosAtribuir una venta a un único anuncio o canal ignora que el proceso de compra involucra decenas de puntos de contacto previos. Asignar todo el mérito al último clic equivale a creer que un negocio solo necesita comerciales de cierre, ignorando la creación de demanda previa.
subscription the point here is simple it is impossible to say what ad made any sale happen it is impossible to say how um you can't ever actually the concept no way to actually point to anyone ad generally takes dozens of touch points pay for itself anyway um that ad that gets credit because it's the last touch salespeople now that's ignoring actual like there's so many steps to go
Escúchalo en el minuto 15:44
Medición y experimentosUn CTR muy elevado (por ejemplo, del 10%) es perjudicial si viene acompañado de un CPM inflado ($100 a $200); resulta mucho más rentable para el negocio operar con un CTR moderado (del 2%) si el CPM se reduce drásticamente (a $15).
content affect CPM my CPM is over 100 even 200 but my CTR is a 10 so as soona have is a super high CTR which is a liability I don't want a 10 CTR um I want a if I could get a two CTR but my CPM drops from 100 to 15 I'll make way more money a high CTR is a bad thing um and
Escúchalo en el minuto 45:54
El peligro de drenar el embudo optimizando solo creatividades rentables a corto plazo
Canales de adquisiciónPausar anuncios de prospección para quedarse solo con los más rentables agota la audiencia del embudo y obliga a lanzar creatividades dispares sin rumbo; esto atrae compradores heterogéneos y destruye la tasa de segunda compra y la salud del flujo de caja a largo plazo.
if you were to cut off all of your bad profitable what do you see well when you stop spending because you completely drained the funnel so then you launch a bunch of new ads constantly you attract a whole bunch of different types of have many different types of to that second purchase rate if you have to that person again gets exponentially more difficult and basically you sacrifice the easy long-term money and cash flow you sacrifice Business Health and growth to make the Facebook ad
Escúchalo en el minuto 18:33
Inestabilidad a largo plazo de las campañas Advantage+ Shopping (ASC)
Canales de adquisiciónLas campañas Advantage+ Shopping (ASC) en Meta tienden a agotar el rendimiento rápidamente porque impactan a usuarios con fatiga de compra en lugar de construir demanda; están pensadas para cuentas con alta producción de creativos y nivelan el rendimiento general hacia un promedio estándar en vez de ser sostenibles en el tiempo.
reason for this oh you're running ASC if they in shopping fatigue ad it shows that the people because they're in the buying Market not because they want to see your content which basically says I have a good ad it works I'm going to make it a bad ad how do you do that easiest way drop into an ASC campaign ASC is not sustainable it was not designed to be sustainable Advantage shopping campaigns were designed for people who can make a ton of content and aren't good at using Facebook it takes an f-g grade marketer and makes them a C+ it also takes takes an a grade marketer and makes him a c plus…
Escúchalo en el minuto 51:53
Escalado de Under Outfit de 50.000 $/semana a 7 millones $/mes
Medición y experimentosLa marca de moda íntima Under Outfit pasó de facturar 50.000 dólares a la semana a generar 7 millones de dólares en el mes de abril tras optimizar su estrategia de adquisición y funnel de Facebook Ads.
with under outfit which is also an MBA program student they came in doing 50k a week and uh we did 7 million in April in the month of April we did twice three times as much as we did in all of the first year totally
Escúchalo en el minuto 9:17
Estructura de precios de membresía de Disruptor School Inner Circle
Oferta y precioEl acceso de prueba al programa Inner Circle de Disruptor School cuesta 100 USD por una semana, pasando posteriormente a una tarifa recurrente de 1.000 USD al mes.
businesses it's $100 to join the Inner Circle for a week after that's 1,000
Escúchalo en el minuto 42:22
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.