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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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Segmentación abierta y geográfica en Facebook Ads para presupuestos menores a $3,000 diarios
Canales de adquisiciónA menos que se inviertan más de un millón de dólares al año (aprox. $2,740 a $3,000 al día), la segmentación en Facebook Ads debe limitarse a edad, género y ubicación o radio geográfico, permitiendo que el anuncio funcione al menor costo posible.
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 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
Retargeting con paquetes superiores (upsells al estilo teletienda) para aumentar el AOV
Oferta y precioCuando un usuario duda o no compra un producto individual a precio normal ni con descuento, una estrategia eficaz en anuncios de retargeting consiste en ofrecerle un paquete de mayor valor cargado de complementos y facilidades de pago (al estilo infomercial). Muchos compradores no se deciden por falta de valor percibido en la oferta básica, pero compran rápidamente cuando se les presenta un lote completo con gran…
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 but wait wait you don't want the 30 thing fine I'm gonna throw in two of them plus some blocks a little thing that cuts the fish then by the way uh we'll give you twice that for three easy payments 29.95 and now I was on the fence of maybe considering paying you 40 bucks for one but now that you made it really easy for…
Escúchalo en el minuto 43:19
Canales de adquisiciónRestringir ubicaciones, segmentar por intereses o diseñar embudos complejos de retargeting perjudica el rendimiento en entornos de CPM optimizado. El foco principal debe ser crear contenido relevante que eleve la tasa estimada de acción (estimated action rate), lo que reduce la puja y permite al algoritmo distribuir el anuncio con máxima eficiencia.
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 publicidad basadas en machine learning, la microgestión técnica y los 'hacks' constantes empeoran el rendimiento; la estrategia correcta es alinear la cuenta con el funcionamiento del algoritmo y derivar el esfuerzo hacia los fundamentos del negocio como la conversión web, email marketing y costes operativos.
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 you put into hitting that button or to 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 adquisiciónForzar una segmentación demográfica o por intereses en plataformas de anuncios reduce el alcance a una pequeña intersección (diagrama de Venn), lo que hace que el sistema trabaje con menos estabilidad, menor eficiencia y limite la rentabilidad en comparación con permitir que el propio anuncio encuentre a la audiencia óptima.
put in a targeting audience like say big huge box of everybody is now just this little window that Facebook can 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 understand you are fundamentally making the work harder less stable and less efficient and ultimately limiting your ability to be as profitable as possible
Escúchalo en el minuto 30:20
Canales de adquisiciónSe debe utilizar la selección de ubicaciones automáticas (Auto Placement) y puja de menor costo en lugar de forzar la inversión exclusivamente en Instagram o Facebook; atribuir el éxito únicamente al canal donde ocurre el último clic ignora los impactos previos de todo el ecosistema y empeora el rendimiento global.
I would uh challenge the premise of 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 my point is it doesn't matter 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 and Instagram is where you should be…
Escúchalo en el minuto 13:32
Oferta y precioVender a precios más altos actúa como un filtro que descalifica tempranamente a clientes no rentables, haciendo que el embudo sea más rentable. En contraste, basar la estrategia en descuentos atrae compradores de baja calidad que difícilmente gastarán más, reduciendo el LTV a largo plazo y dañando el posicionamiento de marca.
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 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
Escúchalo en el minuto 45:27
Investigación de mercado y clienteContratar agencias creativas de primer nivel o invertir en publicidad masiva no rescata a un negocio nuevo sin tracción; el éxito de campañas virales a gran escala (como el caso de Squatty Potty) ocurre porque la marca ya pasó años conociendo a fondo a su cliente y validando canales antes de expandirse a audiencias masivas.
built off of understanding their customer at a very core element so they they were doing stuff for a decade 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 understood their customer was and they splash outside of our safe Zone we're fundamentally bring us to mass Market and they did that because that was the business yesterday we're going to hire these creative Geniuses and then hopefully things work out like that's not what happened and
Escúchalo en el minuto 35:18
Retención y relación con el clienteMediante una dinámica de regalo social donde cada cliente que recibía una galleta podía escanear un código QR, unirse a un grupo de Facebook y enviar otra galleta gratis a un amigo, se captaron 20.000 miembros en la comunidad que tuvieron un valor promedio de pedido (AOV) de $50 durante el año siguiente, generando $1.000.000 en facturación.
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 adquisiciónEn entornos de CPM optimizado, la segmentación manual por audiencias queda obsoleta porque cada anuncio crea su propia audiencia similar en función de la retención y el CTR; las plataformas descuentan las tarifas a los anuncios que aportan valor al usuario y penalizan a los que resultan un pasivo para la plataforma.
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
Mensaje y copywritingPara servicios locales donde se vende confianza (como climatización o reparaciones), se debe configurar Dynamic Creative con 5 titulares que reflejen distintos casos de uso o necesidades del cliente (roturas, reformas, compra de vivienda) y copys enfocados en la calidad y fiabilidad.
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
Canales de adquisiciónEn entornos de CPM optimizado, la segmentación manual por audiencias queda obsoleta porque cada anuncio crea su propia audiencia similar en función de la retención y el CTR; las plataformas descuentan las tarifas a los anuncios que aportan valor al usuario y penalizan a los que resultan un pasivo para la plataforma.
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
Canales de adquisiciónLos canales de adquisición pagada como Facebook Ads deben utilizarse como palanca para alimentar aquello en lo que el negocio ya es extraordinariamente competente (por ejemplo, captar leads masivos si la fortaleza es el email marketing), en lugar de intentar que el canal compense debilidades estructurales.
damn so my point there is we used the platform to amplify something that reinforced that businesses 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 see their email again can do something so it's it's all just built around this idea of using the tool properly
Escúchalo en el minuto 22:28
Canales de adquisiciónFacebook Ads debe utilizarse como una herramienta para amplificar procesos y ofertas que ya funcionan bien. Si la supervivencia de una empresa depende enteramente de rentabilizar anuncios pagados, significa que el negocio aún no cuenta con los fundamentos adecuados para invertir en paid media.
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
Investigación de mercado y clienteHablar a diario con clientes reales o escuchar llamadas de soporte para entender sus dolores de primera mano genera mejores resultados comerciales que invertir cifras millonarias en agencias de producción o tests masivos de anuncios.
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
Escúchalo en el minuto 34:16
Investigación de mercado y clienteHablar a diario con clientes reales o escuchar llamadas de soporte para entender sus dolores de primera mano genera mejores resultados comerciales que invertir cifras millonarias en agencias de producción o tests masivos de anuncios.
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
Escúchalo en el minuto 34:16
Estrategia de contenidosDado que las plataformas sociales optimizan para mostrar contenido que la gente disfruta, quien entiende profundamente a su audiencia y crea mensajes alineados a sus necesidades puede superar a competidores con enormes presupuestos que dependen exclusivamente de pagar por pauta.
because Facebook's number one objective is to show people content it thinks they're going to enjoy your number one level of Success is Not money it's understanding your customer and showing making content for them so the person with the biggest pocketbook will lose to the person that makes the best content nine times out of ten can give a [ __ ] about your customer and make things that talk to their pain points and get their attention you don't have to pay a dime and you're going to make a lot of money
Escúchalo en el minuto 32:03
Canales de adquisiciónConfiar en que un anuncio sobresaliente en Facebook o un golpe de suerte salvará una empresa sin fundamentos de negocio ni comprensión profunda del cliente es estadísticamente inviable, especialmente ante restricciones crecientes de privacidad en plataformas publicitarias.
fundamentally built off of knowing your custom which is ultimately why these privacy concerns that we're seeing on Facebook are going to limit the folks if you don't have good business Acumen your ability to succeed because of a wicked Facebook ad is probably pretty but getting lucky should not be a core element of your business model better than making a million dollars on Facebook without giving a [ __ ] about your customer right
Escúchalo en el minuto 37:20
Canales de adquisiciónGoogle y Meta operan bajo modelos de negocio y optimización opuestos: Google monetiza sacando al usuario lo más rápido posible de su buscador mediante subastas basadas en intención y costo por clic, mientras que Meta es una plataforma de CPM optimizado cuyo objetivo es maximizar el tiempo de permanencia y retención dentro de su ecosistema; por ello, aplicar tácticas de microsegmentación típicas de Google en Meta…
when that switched Facebook became an optimized CPM platform platforms and what that really means is 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 Facebook deals in eyeballs for profit their number one objective is to keep you on the platform for as long as had to do or in Google where heavy segmentation works because you weren't able to create a customer Journey or intent applying those practices in the Facebook had more and more diminishing
Escúchalo en el minuto 10:50
El riesgo del sesgo en modelos de atribución diferida
Medición y experimentosLas ventanas de atribución excesivamente amplias (como el clic a 28 días) inflan artificialmente el retorno reportado de los anuncios, permitiendo atribuir ventas que correspondían a otros canales o al proceso natural del cliente.
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 um and what that really meant was you 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 when you say it out loud in a sentence completely makes no sense at all um but a 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…
Escúchalo en el minuto 6:42
Estrategia y decisiones de negocioEl crecimiento de un negocio requiere dejar a un lado el ego y rodearse de profesionales que superen al fundador en todas las disciplinas técnicas y operativas. La función principal del líder de alto nivel debe limitarse a marcar la dirección estratégica, pagando a expertos por su solvencia y por la tranquilidad de delegar la ejecución.
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 anymore they're paying me for the lack of worry and the confidence right yeah that's what it should be about surround to be good you can either run off of ego or you can be successful
Escúchalo en el minuto 40:20
Canales de adquisiciónUna marca valorada o dimensionada en 50 millones de dólares puede generar entre 800.000$ y 900.000$ de beneficio mensual sin recurrir a Facebook Ads, demostrando que este canal no es obligatorio si no encaja con el modelo de adquisición de la empresa.
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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