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Charley Tichenor; Facebook Top 100 Advertising Expert in the USA.
20 ideas de marketing sacadas de «Charley Tichenor; Facebook Top 100 Advertising Expert in the USA.», de Professor Charley T. Sobre todo de canales de…
- 20 ideas despiezadas
- Fuente Professor Charley T
- Dura 49 min
- Publicada en 2023
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El creativo del anuncio define la segmentación en Facebook Ads
Canales de adquisiciónEn plataformas con CPM optimizado, la segmentación manual por intereses es un concepto obsoleto: cada anuncio y titular enfocado en un caso de uso específico actúa como filtro para construir automáticamente su propia audiencia relevante.
create ads that talk to the people that now 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 like you target with the ad you target with your creative a targeting audience is an obsolete Concept in an optimized is every ad creates a look-alike audience so every ad is its own web page
Escúchalo en el minuto 27:03
Limitar la segmentación técnica en Facebook a edad, género y ubicación con presupuestos inferiores a 3.000 $/día
Canales de adquisiciónA menos que se invierta más de un millón de dólares al año (unos 2.740-3.000 $ diarios), la segmentación dentro de Facebook Ads debe restringirse únicamente a edad, género y radio de ubicación geográfica para no encarecer el alcance ni limitar la entrega algorítmica.
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 there like your targeting is eight gender location people over the age of 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 27:57
Canales de adquisiciónEn plataformas de CPM optimizado como Facebook Ads, limitar ubicaciones, segmentar por intereses estrechos o crear embudos complejos con retargeting fragmentado encarece la pauta; el objetivo principal debe ser mejorar la calidad del contenido publicitario para elevar la tasa estimada de acción (estimated action rate), lo que reduce el coste de la puja y permite al algoritmo encontrar al cliente ideal.
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 retargeting audiences and…
Escúchalo en el minuto 15:23
Investigación de mercado y clienteLa investigación directa y frecuente con clientes (como participar en llamadas de soporte o entrevistas diarias) permite entender sus verdaderas motivaciones de compra y supera con creces el impacto de producciones de video extremadamente costosas que carecen de conexión real con los dolores del comprador.
this people don't buy for their reasons they buy I'm sorry they don't buy for your reasons they buy from their 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 34:04
Canales de adquisiciónAcotar la audiencia en Meta Ads mediante intereses o datos demográficos específicos restringe el espacio de optimización a una pequeña intersección (diagrama de Venn), haciendo que la entrega sea más costosa, inestable y menos rentable que dejar que el propio contenido del anuncio filtre a los prospectos calificados.
May overlap they might not now if you 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 keeping Facebook dumb as a business
Escúchalo en el minuto 30:15
Canales de adquisiciónSe debe configurar la pauta en Meta con ubicaciones automáticas (Auto Placements) y puja de menor costo en vez de forzar la entrega solo en Instagram. Aislar la plataforma que se lleva el último clic ignora los impactos previos dentro del ecosistema y empeora el rendimiento global al escalar la inversión.
uh challenge the premise of the question Auto placement Auto bid 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 where that impression goes um what you do see is people say well Instagram's far more efficient I'm just going to shut off Facebook and then they raise their spend and then performance gets worse and worse and works 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…
Escúchalo en el minuto 13:32
Aumentar el AOV en retargeting ofreciendo bundles de mayor valor en vez de descuentos
Oferta y precioCuando un cliente potencial no compra el producto individual ni acepta una rebaja, reimpactarlo mediante anuncios con un paquete ampliado o bundle de alto valor percibido (estilo teletienda) puede convertirlo facilitando un gasto total mucho mayor en lugar de erosionar los márgenes con pequeños descuentos.
obnoxious that totally worked and I've 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 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 the doing…
Escúchalo en el minuto 43:10
Oferta y precioAumentar el precio de la oferta en lugar de recurrir a descuentos descalifica tempranamente a clientes de baja calidad y poco margen, resultando en un recorrido del cliente mucho más rentable, mayor valor de vida (LTV) y mejor protección de marca.
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 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…
Escúchalo en el minuto 45:15
Canales de adquisiciónEn plataformas publicitarias basadas en aprendizaje automático como Facebook, intentar hackear o microgestionar cada variable técnica es ineficiente; la estrategia correcta es estructurar la cuenta para que el algoritmo haga su trabajo y concentrar los recursos en optimizar los fundamentos del negocio (tasa de conversión de la landing, email marketing, costes y atención al cliente).
they've set up their ad account to take advantage of the way that Facebook functions instead of prioritizing being smart and putting in a lot of hard work 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 you can either get in the way of that 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 actually moves a…
Escúchalo en el minuto 8:36
Canales de adquisiciónEn plataformas publicitarias basadas en aprendizaje automático como Facebook, intentar hackear o microgestionar cada variable técnica es ineficiente; la estrategia correcta es estructurar la cuenta para que el algoritmo haga su trabajo y concentrar los recursos en optimizar los fundamentos del negocio (tasa de conversión de la landing, email marketing, costes y atención al cliente).
they've set up their ad account to take advantage of the way that Facebook functions instead of prioritizing being smart and putting in a lot of hard work 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 you can either get in the way of that 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 actually moves a…
Escúchalo en el minuto 8:36
Retención y relación con el clienteAl regalar 20.000 galletas mediante una dinámica de 'social gifting' con código QR para unirse a un grupo de Facebook, 1-800-Flowers construyó una comunidad de 20.000 personas que promedió un AOV de $50 en el año siguiente, generando $1.000.000 en facturación.
we had these five 100 flowers has these five dollar cookies smiley face now five bucks for cookies probably too much but 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 the 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 21:54
Estrategia y decisiones de negocioLos líderes de negocio más exitosos evitan operar por ego y se rodean de profesionales más capaces que ellos en cada disciplina operativa, concentrando su propio rol exclusivamente en definir el rumbo del negocio y pagando por talento para delegar con total tranquilidad.
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 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 they're paying me for the lack of worry to be good you can either run off of ego or you can be successful ego is not your
Escúchalo en el minuto 40:18
Canales de adquisiciónLas plataformas de tráfico de pago deben utilizarse para alimentar y potenciar la fortaleza principal del negocio; por ejemplo, si la principal competencia de conversión es el email marketing, los anuncios deben enfocarse exclusivamente en maximizar la captura de leads para nutrir esa base.
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 backside 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 game can do something so it's it's all just built around this idea of using the tool properly
Escúchalo en el minuto 22:26
Canales de adquisiciónPara pequeños negocios locales con capital muy limitado, la táctica más rentable en Facebook Ads consiste en utilizar campañas de alcance (Reach) para generar reconocimiento de marca local ('top of mind'), probando múltiples creatividades y apagando las de mayor CPM para maximizar la cobertura al menor coste posible.
for that individual Facebook might be a great way of letting the people around 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…
Escúchalo en el minuto 18:05
Investigación de mercado y clienteEl éxito masivo de grandes campañas publicitarias no ocurre por contratar a una agencia creativa desde el día uno, sino por haber construido y validado durante años un entendimiento profundo del cliente antes de dar el salto a audiencias masivas.
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 they knew their Market they maximized every effort they understood their customer was and they fundamentally bring us to mass Market business yesterday we're going to hire these creative Geniuses and then hopefully things work out fundamentally built off of knowing your 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…
Escúchalo en el minuto 35:16
Facebook Ads como amplificador de valor y no como salvavidas del negocio
Canales de adquisiciónLa publicidad pagada en plataformas como Facebook debe servir para amplificar lo que una empresa ya hace bien, no para sostener un modelo que no funciona sin pauta; un negocio viable puede crecer y ser rentable mediante otros canales sin requerir obligatoriamente anuncios en redes sociales.
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 100 like you could be running the best business in the world and not be on 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…
Escúchalo en el minuto 17:18
La reducción de ventanas de atribución exige medir el negocio y no depender de datos inflados
Medición y experimentosLa eliminación de ventanas de atribución prolongadas (como la de 28 días de clic) afecta principalmente a los anunciantes que dependían de adjudicarse ventas tardías para justificar su rendimiento, haciendo imprescindible medir el impacto real en el customer journey mediante el método científico.
really put out was by a um ad agencies and Facebook experts that really relied upon what we call delayed attribution so 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 take credit for as much work of other 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 6:31
Canales de adquisiciónGoogle y Meta operan bajo modelos económicos opuestos: Google monetiza derivando al usuario fuera del buscador según su intención inmediata, mientras Meta optimiza CPM para retener la atención en su ecosistema. Aplicar tácticas de microsegmentación y retargeting manual heredadas de Google o redes de display en Meta genera rendimientos decrecientes.
when that switched Facebook became an optimized CPM platform people basically ignored what that meant and they continued to try to use what worked on Google and in demand and inventory-based platforms and what that really means is Google's primary focus is used 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 platform is fundamentally functioned…
Escúchalo en el minuto 10:48
Estrategia de contenidosEmpresas en el sector de consultoría y coaching logran facturaciones mensuales de 10.000 a 150.000 dólares sin inversión publicitaria, alcanzando entre 1.000 y 5.000 personas diarias únicamente mediante contenido orgánico en Instagram Reels orientado a las necesidades de la audiencia.
plenty of people in like the coaching space that are using organic they're using Instagram reels to reach a thousand people five thousand people a day and they're making you know ten fig you know five five figure months ten thousand dollar months hundred fifty thousand dollar months and they're not running any paid media because they
Escúchalo en el minuto 31:43
Retención y relación con el clienteLos grupos de Facebook constituyen un canal infrautilizado para retener atención directa y monetizar audiencias, sirviendo como una alternativa eficaz a los canales tradicionales como el email para creadores y marcas con fuerte capacidad de interacción comunitaria.
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 strong for me I'm garbage at email but I can go into a Facebook group and I'll
Escúchalo en el minuto 24:15
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