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Charley Tichenor; Facebook Top 100 Advertising Expert in the USA.
21 ideas de marketing sacadas de «Charley Tichenor; Facebook Top 100 Advertising Expert in the USA.», de Professor Charley T. Sobre todo de canales de…
- 21 ideas despiezadas
- Fuente Professor Charley T
- Dura 49 min
- Publicada en 2023
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Retargeting con paquetes de mayor valor (upsell) en lugar de descuentos
Oferta y precioCuando un cliente potencial no compra un producto individual ni su versión con descuento, reimpactarlo con una oferta agrupada de mayor volumen y valor añadido (estilo teletienda o infomercial) puede aumentar la conversión y elevar significativamente el ticket promedio (AOV).
been using it a lot since was and became actually one of my core strategies was um retargeting with with upsells so like you don't want the the full price product you don't want the discounted product okay how about four and people like okay I'll take that and what I realized was it's the classic uh infomercial thing now I was on the fence of maybe considering paying you 40 bucks for one but now that you made it really easy for me to drop a buck 50. I can't pick up doing that on Facebook ads has been a core element of how I've driven aov and
Escúchalo en el minuto 43:15
Canales de adquisiciónEn plataformas de publicidad basadas en machine learning, microgestionar la configuración de anuncios no mejora los resultados; la ventaja competitiva se obtiene permitiendo que el algoritmo optimice la entrega mientras el equipo se enfoca en conversión de landing pages, email marketing, servicio al cliente y reducción de costos operativos.
I'm saying is that is not how you use a machine learning platform like if you of the way it's going to do its job and existence or you can lean into letting it do its job for you and instead you can focus on things that actually matter like caring about your customer landing page conversion customer service your actually moves a needle for your business because Facebook ultimately
Escúchalo en el minuto 8:55
Canales de adquisiciónSe debe permitir que el algoritmo de Meta gestione las ubicaciones de forma automática en lugar de apagar Facebook para correr anuncios solo en Instagram. Aunque Instagram registre a menudo la conversión final, aislarlo elimina los puntos de contacto previos del recorrido del cliente y degrada progresivamente el rendimiento publicitario.
question Auto placement Auto bid or I guess the lowest cost bidding don't address whether it's on Facebook or Instagram because you don't care right my point is it doesn't matter Instagram's far more efficient I'm just going to shut off Facebook and then this raise their spend and then performance gets worse and worse and worse the reason Instagram works for you is because that's where somebody made the final click that was the last thing that got somebody over the finish line and the idea that Instagram is where you should be spending your money says that it is the salesperson inside of the…
Escúchalo en el minuto 13:35
Evitar restricciones manuales y embudos complejos en la compra de medios en Meta
Canales de adquisiciónLimitar las ubicaciones a plataformas específicas, segmentar por intereses o construir embudos con múltiples capas de retargeting perjudica el rendimiento en un entorno de CPM optimizado. La estrategia más eficiente es permitir que el algoritmo distribuya el contenido donde mejor funcione y centrarse en maximizar la tasa estimada de acción (estimated action rate) mediante mejores creatividades para reducir la puja.
question by basically saying let Facebook show your content wherever that content is going to do the best job and your number one objective is to get better and better at getting actions to occur by people that see your content make your content better for the platform increase your estimated action rate and your bid will go down so anything you do that makes it harder for Facebook to show the right ad to the right person is a liability to your success so that's limiting to Facebook or Instagram using interest groups or relying on heavy heavily complex funnels with three targeting audiences…
Escúchalo en el minuto 15:25
Canales de adquisiciónEn plataformas de CPM optimizado como Meta, la segmentación manual por intereses es un concepto obsoleto: cada anuncio genera su propia audiencia similar basada en cómo los usuarios interactúan con él, y el algoritmo recompensa con costes publicitarios reducidos a los creativos que retienen la atención.
like you target with the ad you target with you are creative a targeting audience is an obsolete Concept in an optimized CPM environment and what I mean by that is every ad creates a look-alike audience so every ad is its own web page that web page is measured with click-through rate and bounce rate and just like anything else Facebook looks at that to say what is going to keep somebody on the platform and what is the liability to our ultimate business model of eyeballs for profit if you're a liability to their business model they're going to make you pay more if you are an asset to the…
Escúchalo en el minuto 29:18
Segmentación publicitaria básica por demografía y radio para presupuestos menores a un millón anual
Canales de adquisiciónA menos que se invierta más de un millón de dólares al año (aprox. 3.000 dólares diarios), la segmentación técnica en Facebook Ads debe limitarse a edad, género y ubicación geográfica o radio de servicio, delegando el filtrado del cliente al mensaje del anuncio.
as far as targeting is concerned age gender location those are the only targeting elements you ever need inside of Facebook unless you're spending well over a million dollars a year that's 2740 a day if you're not at least three grand you don't need more than that there like your targeting is age gender the people I can service awesome I'm a five mile radius from this address great drop that address in five miles run one Dynamic creative and the sole purpose of that thing is to reach people for as cheap as possible and then
Escúchalo en el minuto 28:00
La segmentación manual por intereses restringe el algoritmo de Meta y reduce la rentabilidad
Canales de adquisiciónForzar audiencias de intereses o criterios manuales en Meta Ads encasilla el anuncio en la intersección de ese segmento con el algoritmo, limitando el alcance óptimo, haciendo el rendimiento menos estable y reduciendo la eficiencia general del sistema publicitario.
May overlap they might not now if you put in a targeting audience like say homeowners or something like that that big huge box of everybody is now just this little window that Facebook can determine may or may not be good for you and then your ads are only going to be shown where the the lookalike audience that your ads create overlap with that other targeting audience so now you're only hitting the Venn diagram of like your targeting audience and where that ad works and so you can train the platform to be good at that but understand you are fundamentally making the work harder less stable…
Escúchalo en el minuto 30:18
Oferta y precioDescontar productos atrae compradores de baja calidad con menor valor de vida útil (LTV) y menor disposición a pagar a largo plazo. Ofrecer opciones de mayor precio actúa como un filtro temprano que descalifica a prospectos poco rentables y maximiza el retorno global del embudo.
scalable business model so like offering people higher priced things increases your conversion rate because people are disqualifying themselves early enough that that customer journey is far more profitable and that was so groundbreaking to me when I thought the solution is we'll just discount the product discounting the product brought you lower quality customers that were less likely to pay you more money the lower LTV over time lower brand awareness and ultimately was a losing game because Jeff Bezos already won that
Escúchalo en el minuto 45:27
Investigación de mercado y clienteHablar directamente con clientes a diario o escuchar las llamadas de atención al cliente genera una comprensión de los dolores del comprador que resulta más efectiva y rentable que invertir presupuestos millonarios en agencias de producción creativa o en testeo masivo de anuncios.
can give a [ __ ] about your customer and make things that talk to their pain points and get their attention you don't understand what those reasons are I think it's infinitely more impactful and to do market research with your desired customer base and to understand who that customer is than to drop a million dollars on Creative testing like you can and I'll probably net out ahead of you if I do like four or five if I'm on calls with customer service every day if I talk to customers on a daily basis I'm going to beat you until you can spend that it takes it's gonna take you a year to maybe…
Escúchalo en el minuto 33:53
Canales de adquisiciónLas plataformas publicitarias deben utilizarse para amplificar la competencia central del negocio; por ejemplo, si el punto fuerte es el email marketing, la pauta debe enfocarse en captar el mayor volumen posible de leads hacia esa lista en lugar de forzar canales donde no se destaca.
platform to amplify something that reinforced that business's core competencies Facebook if you're really good at something use Facebook to amplify that and a lot of times that means like maybe what your best side is my email game is email gave me something great get people use Facebook ads to get as many leads as you can so you can grow this giant pool so it's it's all just built around this idea of using the tool properly
Escúchalo en el minuto 22:32
Canales de adquisiciónGoogle funciona cobrando por intención para derivar al usuario fuera de su plataforma lo más rápido posible, mientras que Meta monetiza la atención reteniendo al usuario dentro de su ecosistema para controlar todo su recorrido multidispositivo. Por esta razón, las estrategias de microsegmentación manual de Google pierden eficacia al replicarse en Meta.
when that switched Facebook became an optimized CPM platform Google's primary focus is to use a whole bunch of data and give the money give the show the impression whoever's willing to pay most for the click to get you off of Google as fast as possible Facebook deals in eyeballs for profit their number one objective is to keep you on the platform for as long as possible so knowing that those platforms fundamentally function in completely different ways have completely different business models and built for completely so they can control your experience so implementing something that works on…
Escúchalo en el minuto 10:50
Investigación de mercado y clienteEl éxito de anuncios virales o campañas publicitarias masivas funciona como un multiplicador cuando la empresa ya domina a fondo quién es su consumidor y ha validado su mercado en canales de nicho; la creatividad no compensa la falta de conocimiento del cliente ni debe tratarse como un golpe de suerte.
built off of understanding their customer at a very core element so they before that they were forced multiplying their consumer knowledge that is why supporting podcasts for like 10 years years before the harman Brothers thing they knew their Market they maximized every effort they understood their customer was and they fundamentally bring us to mass Market success looks like you it's fundamentally built off of knowing your if you don't have good business Acumen your ability to succeed because of a but getting lucky should not be a core element of your business model
Escúchalo en el minuto 35:18
Mensaje y copywritingPara negocios de servicios, conviene configurar anuncios de creatividad dinámica con múltiples titulares que apunten a situaciones o necesidades concretas del cliente, combinados con textos enfocados en transmitir confianza y calidad en lugar de vender un producto genérico.
create ads that talk to the people that have needs right so who needs an HVAC person someone that needs their air conditioning fixed somebody just bought a house somebody doing renovating know your customer great those are your headlines like the easiest way to win that game is dynamic creative five different headlines which are all different use cases for your brand different sets of copy that sell people because when you're doing HVAC you're not selling a product you're selling confidence in a service right yeah so your copy the words above and below the image are basically saying that's me…
Escúchalo en el minuto 27:05
El riesgo de depender de ventanas de atribución infladas para justificar el rendimiento de anuncios
Medición y experimentosModelos de medición con ventanas de atribución excesivamente amplias (como el clic a 28 días) enmascaran el impacto real de la publicidad al adjudicarse ventas generadas por otros canales o por la inercia del negocio, generando incentivos perversos en modelos de agencia basados en comisión por gasto publicitario.
really relied upon what we call delayed months ago you were able to report your results on what they call the 28-day were able to say well somebody clicked on this Facebook ad 28 days ago and the sale happened so I can take credit for um but a lot of ad agencies relied upon this to one validate their worth two justify their business model which is predicated on uh Commission of AD spend rely on what is effectively a lack of Integrity in their data as a business
Escúchalo en el minuto 6:38
Canales de adquisiciónRegalar 20.000 productos de bajo costo vinculados a un código QR para unirse a un grupo de Facebook e invitar a un amigo a recibir otro gratis permitió construir una comunidad de 20.000 miembros que promedió un ticket de 50 dólares y facturó 1.000.000 de dólares en un año.
we had these five 100 flowers has these five dollar cookies smiley face now five it's delivered right so what we did is we said okay you get this cookie you scan this QR code it brings you to this Facebook group you join the Facebook group you say hey I got it you can pick one of your friends and we'll send it to them for free so we did 20 000 of those they built a Facebook group of 20 000 people their average aov on that 20 000 people over the next year was about 50 bucks so they made a million dollars by giving away 20 000 cookies
Escúchalo en el minuto 21:56
Canales de adquisiciónLas plataformas de anuncios pagados deben utilizarse como herramientas para amplificar lo que el negocio ya hace bien, no como el único pilar del que depende la supervivencia de la empresa. Si un negocio vive o muere únicamente por hacer rentables los anuncios en Meta, probablemente no tiene un modelo apto para ese canal.
Facebook is the right tool to amplify things that you do well Facebook is should not be the tool that is what you live and die by if your business is going to live and die by your ability to make Facebook work for you then you don't have a business that should be using Facebook and that doesn't mean you have a bad business
Escúchalo en el minuto 17:20
Estrategia y decisiones de negocioLos líderes de negocio más exitosos evitan operar desde el ego y buscan ser la persona menos especializada en cada área operativa de la empresa, invirtiendo en talento superior para poder enfocarse exclusivamente en marcar la dirección del negocio.
things but I feel like what the truly Elite move especially in businesses surround yourself with people that are better than you and every single thing you're not the best in the room at the best business people I know are the worst person at the room at everything other than deciding the direction of the they have the luxury of overpaying for talent and they just hire like ever like to be good you can either run off of ego or you can be successful
Escúchalo en el minuto 40:20
Estrategia de contenidosNegocios de coaching pueden generar entre 10.000 y 150.000 dólares al mes sin invertir en publicidad de pago, apoyándose únicamente en Instagram Reels que alcanzan entre 1.000 y 5.000 personas diarias.
your business like I know a planet plenty of people in like the coaching space that are using organic they're using Instagram reels to reach a thousand people 5 000 people a day and they're making you know ten fig you know five five figure months ten thousand dollar months 150 000 a month and they're not running any paid media because they don't have to
Escúchalo en el minuto 31:43
Retención y relación con el clienteCrear comunidades en grupos de Facebook permite concentrar y monetizar audiencias propias de forma similar a una lista de correo, ofreciendo tasas de interacción directa y múltiples fuentes de ingresos a partir de una audiencia cautiva.
Facebook groups are still very good I think they're wildly underutilized and I um and I think that it's incredibly valuable for you to own attention in a specific way that allows you to address people in a way that you can monetize strong for me I'm garbage at email but I can go into a Facebook group and I'll probably get the same like what you consider open rate on an email like if I
Escúchalo en el minuto 24:17
Canales de adquisiciónUna marca de 50 millones de dólares de valoración genera entre 800.000 y 900.000 dólares de beneficio neto al mes sin invertir en Facebook Ads al no ser el canal adecuado para su modelo.
Facebook ads at all I know a guy right now that does 800 900 000 profit a month no Facebook ads 50 million dollar brand he's killing it he's not on Facebook because it's the wrong fit for him and that's totally
Escúchalo en el minuto 17:44
Canales de adquisiciónUna marca de 50 millones de dólares de valoración genera entre 800.000 y 900.000 dólares de beneficio neto al mes sin invertir en Facebook Ads al no ser el canal adecuado para su modelo.
Facebook ads at all I know a guy right now that does 800 900 000 profit a month no Facebook ads 50 million dollar brand he's killing it he's not on Facebook because it's the wrong fit for him and that's totally
Escúchalo en el minuto 17:44
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