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Charley Tichenor; Facebook Top 100 Advertising Expert in the USA.
22 ideas de marketing sacadas de «Charley Tichenor; Facebook Top 100 Advertising Expert in the USA.», de Professor Charley T. Sobre todo de canales de…
- 22 ideas despiezadas
- Fuente Professor Charley T
- Dura 49 min
- Publicada en 2023
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Canales de adquisiciónEvita apagar Facebook para concentrar el presupuesto publicitario únicamente en Instagram por sesgo de atribución de último clic. Instagram suele registrar la conversión final gracias a los impactos previos recibidos en todo el inventario de Meta; utilizar ubicaciones automáticas permite que el algoritmo distribuya la entrega y el retargeting nativo eficientemente.
the 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 um what you do see is people say well 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 Instagram is where you should be spending your money says that it is the get credit for the sale not the…
Escúchalo en el minuto 13:35
Investigación de mercado y clienteHablar a diario con clientes y analizar llamadas de atención al cliente genera un entendimiento superior de sus verdaderos motivos de compra, superando en retorno a producciones de video millonarias o testeos masivos de creativos que carecen de conexión profunda con el dolor del usuario.
because it is about look you and I know you'll agree with this people don't buy for their reasons they buy I'm sorry they don't buy for your reasons they buy from there yeah absolutely and and so you have to 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…
Escúchalo en el minuto 34:02
Canales de adquisiciónEn plataformas de CPM optimizado, la segmentación manual por intereses es un concepto obsoleto. Cada anuncio funciona como su propia página y genera su propia audiencia similar (lookalike) a partir del engagement y la retención que genera, por lo que el creativo y el mensaje son los verdaderos filtros de segmentación.
like you target with the ad you target with your 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 just like anything else Facebook looks at that to say what is going to keep somebody on the platform and what is the
Escúchalo en el minuto 29:18
Retargeting con ofertas empaquetadas de mayor valor para elevar el AOV
Oferta y precioEn lugar de insistir solo con descuentos sobre un producto individual no comprado, reimpactar a los prospectos con paquetes de alto valor añadido (estilo teletienda, con múltiples complementos o pagos fraccionados) eleva drásticamente el valor percibido y facilita conversiones a un ticket medio (AOV) mucho más alto.
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 you don't want the 30 thing fine I'm gonna throw in two of them plus some then by the way uh we'll give you twice that for three easy payments 29.95 and 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 customer Journey because I realized is
Escúchalo en el minuto 43:22
Canales de adquisiciónEn un entorno de CPM optimizado, restringir ubicaciones, segmentar por intereses estrechos o crear embudos complejos con retargeting actúa como un obstáculo para el algoritmo. Lo óptimo es permitir que la plataforma distribuya los anuncios ampliamente y concentrarse en crear mejores creatividades para elevar la tasa de acción estimada (estimated action rate), lo que reduce el costo de la puja.
so I challenge the premise of the 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…
Escúchalo en el minuto 15:22
Canales de adquisiciónGoogle y Meta operan bajo modelos de negocio opuestos: Google monetiza dirigiendo al usuario fuera del buscador según su intención, mientras que Meta es una plataforma CPM optimizada para retener atención y gestionar el recorrido cross-device. Intentar forzar microsegmentación y estructuras complejas de retargeting manual en Meta reduce la eficiencia del algoritmo.
when that switched Facebook became an optimized CPM platform Google's primary focus is to use a whole willing to pay most for the click to get you off of Google as fast as possible deals and eyeballs for profit their number one objective is to keep you on the platform for as long as possible so different experiences Plus Google Facebook does Facebook Instagram The implementing something that works on banner ads where retargeting is what you had to do or in Google where heavy segmentation works because you weren't intent applying those practices in the Facebook had more and more diminishing it…
Escúchalo en el minuto 10:50
Umbral de presupuesto para justificar segmentación avanzada en Facebook Ads
Canales de adquisiciónA menos que se gaste más de 1 millón de dólares al año en publicidad (aproximadamente entre 2.740 y 3.000 dólares diarios), la única segmentación necesaria en la plataforma es edad, género y ubicación geográfica.
so 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
Escúchalo en el minuto 27:59
Canales de adquisiciónRestringir manualmente las audiencias por intereses obliga al algoritmo a operar en una ventana reducida (la intersección entre el público objetivo y el rendimiento del anuncio), haciendo que las campañas sean más difíciles de escalar, menos estables y menos eficientes que permitir una segmentación amplia guiada por el propio creativo.
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 look-alike 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 precioOfrecer productos a precios más altos descalifica tempranamente a prospectos no rentables y genera un recorrido de cliente más rentable; en contraste, recurrir al descuento atrae compradores de baja calidad, menor disposición a pagar y menor valor de vida (LTV), convirtiéndose en un modelo de negocio no escalable.
and then if you just start trying to focus on really bad customers that are all five dollar people that can't ever buy that thousand you might get another 500 customers and four more people that are likely to buy like that's not a 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…
Escúchalo en el minuto 45:16
Mensaje y copywritingPara promocionar servicios locales, la estrategia más efectiva consiste en configurar un anuncio de Dynamic Creative con cinco titulares distintos basados en casos de uso y necesidades específicas del cliente, un copy centrado en generar confianza y valor en el servicio, y una imagen orientada a capturar la atención.
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 and then the picture is something to get
Escúchalo en el minuto 27:32
Investigación de mercado y clienteLanzar anuncios creativos de alto impacto o recurrir a agencias de élite solo funciona cuando el negocio ya construyó una comprensión profunda de su cliente durante años; confiar en la creatividad o en anuncios virales para salvar un negocio sin fundamentos de mercado equivale a apostar a la lotería.
built off of understanding their customer at a very core elements so they they were doing stuff for a decade before that they were forced multiplying their consumer knowledge that is why they knew their Market they maximized every effort they understood their customer was and they fundamentally bring us to mass Market and they did that because that was the right next move these creative Geniuses and then hopefully things work out looks like you it's fundamentally built off of knowing your custom which is the business is bad but if you don't have good business Acumen your ability to succeed…
Escúchalo en el minuto 35:18
Retención y relación con el clienteAl regalar 20.000 galletas de 5$ que incluían un código QR para unirse a un grupo de Facebook y enviar otra galleta gratis a un amigo, se construyó una comunidad de 20.000 personas con un ticket promedio (AOV) de 50$ durante el año siguiente, generando 1.000.000$ en ingresos.
I had these five 100 flowers has these five dollar cookies smiley face now five bucks for cookies probably too much but it's the liver 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 adquisiciónMicrogestionar y buscar atajos en plataformas publicitarias basadas en machine learning resulta contraproducente. La estrategia óptima consiste en configurar la cuenta para que el algoritmo haga su trabajo y redirigir el tiempo hacia optimizaciones de negocio reales: tasa de conversión, email marketing, servicio al cliente y estructura de costos.
advantage of the way that Facebook functions instead of prioritizing being I'm saying is that is not how you use a machine learning platform like if you have a factory and every machine in that trying to micromanage every little step 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 email campaigns your every other platform you're working on lowering your cogs getting better shipping deals with UPS like a…
Escúchalo en el minuto 8:40
Canales de adquisiciónMicrogestionar y buscar atajos en plataformas publicitarias basadas en machine learning resulta contraproducente. La estrategia óptima consiste en configurar la cuenta para que el algoritmo haga su trabajo y redirigir el tiempo hacia optimizaciones de negocio reales: tasa de conversión, email marketing, servicio al cliente y estructura de costos.
advantage of the way that Facebook functions instead of prioritizing being I'm saying is that is not how you use a machine learning platform like if you have a factory and every machine in that trying to micromanage every little step 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 email campaigns your every other platform you're working on lowering your cogs getting better shipping deals with UPS like a…
Escúchalo en el minuto 8:40
Canales de adquisiciónLas plataformas de anuncios pagados deben usarse para amplificar la competencia principal del negocio; por ejemplo, si el punto fuerte es el email marketing, la pauta debe concentrarse en captar el mayor volumen de leads posible para alimentar ese canal.
damn so my point there is we used the platform to amplify something that reinforced that businesses core competencies right they had an email game they had so in that way basically for you on 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 strong my site looks like [ __ ] I'm not good at customer service whatever but my email gave me so I'm great get people use Facebook ads to get as many leads as you can so you can grow this giant pool see their email again can do something
Escúchalo en el minuto 22:28
Vender la solución completa en vez de muestras de bajo ticket para facilitar la escala
Oferta y precioEscalar la captación apoyándose en productos o muestras de ticket mínimo con la esperanza de generar recompras posteriores es sumamente costoso e ineficiente; resulta mucho más rentable paquetizar y ofrecer de inicio la solución global a un ticket elevado.
somebody's selling wallpaper you can sell a sample and you can run your whole samples for five dollars a piece and or you can sell them sell somebody enough to fill out their whole house and one of them is at a thousand dollar product one of them is a five dollar product you know how hard it is to scale a business on a five dollar aov where
Escúchalo en el minuto 44:45
Canales de adquisiciónFacebook Ads funciona como un amplificador de los procesos comerciales que ya operan con eficacia, no como un mecanismo de rescate. Si la viabilidad de una empresa depende exclusivamente de que los anuncios de pago funcionen, ese negocio aún no está preparado para invertir en la plataforma.
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
Canales de adquisiciónPara negocios locales con presupuesto publicitario muy limitado, la estrategia más eficiente consiste en ejecutar campañas orientadas a alcance para maximizar la recordación (top-of-mind), testeando múltiples creatividades y apagando aquellas con mayor costo por persona alcanzada.
you know you exist and especially for small businesses in local areas like maybe what you end up doing is like a Reach campaign where you're just optimizing manual bid on a CPM and you're throwing up as many ads as you can and just turning off the ones that cost more money to reach people because really at that point the business objective of Facebook is not to make you money the business objective of Facebook is to be top of mind when somebody wants that solution that way I would say your best effort there is to find whatever the most cost efficient way is to be reaching as many people as…
Escúchalo en el minuto 18:12
La atribución a 28 días inflaba artificialmente el rendimiento publicitario
Medición y experimentosLa ventana de atribución de 28 días posterior al clic permitía atribuirse conversiones que ocurrían semanas después del impacto publicitario, inflando la percepción de efectividad de las campañas y ocultando la influencia real de otros departamentos o canales.
upon what we call delayed attribution so up until a month or so ago maybe two months ago you were able to report your results on what they call the 28-day click were able to say well somebody clicked on this Facebook ad 28 days ago and the sale happened so I can take credit for that which lot of ad agencies relied upon this to one validate their worth two take credit for as much work of other departments as possible and three justify their business model which is predicated on uh Commission of AD spend so when these folks had to no longer rely on what is effectively a lack of Integrity in…
Escúchalo en el minuto 6:39
Canales de adquisiciónUn presupuesto reducido en anuncios pagados de Facebook (por ejemplo, 100 dólares) puede generar un rendimiento comercial superior al de presupuestos significativamente mayores (como 2.000 dólares) destinados exclusivamente a gestión y contenido orgánico.
biggest client fired me because he put a hundred bucks into Facebook ads into better than his 2K his spending on uh with me with Organic and the next day I
Escúchalo en el minuto 2:06
iOS 14 como catalizador del mayor cambio estructural en Facebook Ads
Canales de adquisiciónLas restricciones de privacidad introducidas con iOS 14 supusieron el cambio estructural más profundo en la publicidad de Meta desde la creación de las campañas de conversión y la llegada del píxel de Facebook.
piece called the iOS 14 and that is the Catalyst for what occurred however that's not the change what occurred is the the biggest structural change since the introduction of the conversion campaign I remember running
Escúchalo en el minuto 4:28
Retención y relación con el clienteCrear comunidades en grupos de Facebook permite concentrar la atención de la audiencia en un espacio controlado donde es posible generar múltiples flujos de ingresos directos, operando de manera similar a una lista de correo activa.
Facebook groups are still very good I think they're wildly underutilized and I mean I've used them to my I've monetized the [ __ ] out of Facebook groups like I've got one myself it's about twelve thousand thirteen thousand people and I've got a several you know very nice streams of income that come from monetizing that attention I've also 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 whatever that looks like is really
Escúchalo en el minuto 24:17
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