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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 2022
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Investigación de mercado y clienteParticipar activamente en llamadas de atención al cliente y hablar diariamente con los compradores permite comprender sus verdaderas motivaciones y puntos de dolor, generando una ventaja de mensaje que no puede ser replicada de inmediato ni siquiera por competidores con presupuestos millonarios en agencias creativas.
this people don't buy for their reasons they buy I'm sorry they don't buy for your reasons they buy from their 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 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 catch up to where I'm at now
Escúchalo en el minuto 34:04
Investigación de mercado y clienteParticipar activamente en llamadas de atención al cliente y hablar diariamente con los compradores permite comprender sus verdaderas motivaciones y puntos de dolor, generando una ventaja de mensaje que no puede ser replicada de inmediato ni siquiera por competidores con presupuestos millonarios en agencias creativas.
this people don't buy for their reasons they buy I'm sorry they don't buy for your reasons they buy from their 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 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 catch up to where I'm at now
Escúchalo en el minuto 34:04
No restringir el algoritmo de Facebook con segmentaciones estrechas ni embudos complejos
Canales de adquisiciónLimitar los anuncios a plataformas específicas (como solo Instagram), forzar grupos de intereses o construir embudos complejos con retargeting obstaculiza la capacidad de entrega de Facebook en un entorno de CPM optimizado; lo óptimo es mejorar la tasa de acción estimada del contenido y dejar que la plataforma distribuya automáticamente.
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
Retargeting con lotes y paquetes ampliados en lugar de descuentos
Oferta y precioCuando un usuario no convierte con el producto individual o un descuento simple, ofrecer en retargeting un lote de mayor volumen o un paquete integral con múltiples complementos (estilo teletienda) puede cerrar la venta y aumentar significativamente el ticket promedio (AOV).
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 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 and finding out stumbling my way into doing that on Facebook ads has been a core element of how I've driven aov and
Escúchalo en el minuto 43:20
Canales de adquisiciónEn plataformas de anuncios basadas en 'machine learning' como Facebook Ads, intentar hackear o micromanajear cada ajuste técnico es ineficiente y contraproducente. La ventaja competitiva real se obtiene dejando que el algoritmo haga su trabajo de optimización y reorientando los recursos hacia los fundamentos del negocio: tasa de conversión, email marketing, atención al cliente y optimización de costos.
they've set up their ad account to take 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 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 8:36
Canales de adquisiciónEn plataformas de anuncios basadas en 'machine learning' como Facebook Ads, intentar hackear o micromanajear cada ajuste técnico es ineficiente y contraproducente. La ventaja competitiva real se obtiene dejando que el algoritmo haga su trabajo de optimización y reorientando los recursos hacia los fundamentos del negocio: tasa de conversión, email marketing, atención al cliente y optimización de costos.
they've set up their ad account to take 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 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 8:36
Canales de adquisiciónEn entornos de CPM optimizado como Meta Ads, la segmentación manual por intereses resulta obsoleta. Cada pieza creativa opera como una página de destino individual que genera su propia audiencia similar según las tasas de clics (CTR) y retención, abaratando el costo de entrega cuando el anuncio aporta valor y atención a la plataforma.
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 audience so every ad is its own web page that web page is measured with click-through rate and bounce rate and just like everything 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 29:16
Canales de adquisiciónPara pequeños negocios locales con presupuesto limitado, la estrategia adecuada en Facebook es ejecutar campañas de alcance (Reach) optimizadas con puja manual a CPM, publicando múltiples anuncios y apagando los que eleven el costo por persona alcanzada para mantenerse en el 'top of mind'.
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 there is to find whatever the most cost efficient way is to be reaching as many people as you can in a way that your business can afford because it's an investment in…
Escúchalo en el minuto 18:12
Canales de adquisiciónForzar segmentaciones por intereses o demografía en plataformas como Meta reduce el espacio de trabajo del algoritmo a una pequeña intersección entre el público acotado y donde el anuncio resuena, lo que encarece la pauta, desestabiliza la entrega y disminuye la rentabilidad general.
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 understand you are fundamentally making the work harder less stable and less efficient and ultimately limiting your ability to be as profitable as possible because you are leveraging hard work and keeping Facebook…
Escúchalo en el minuto 30:18
Canales de adquisiciónSe debe permitir que los algoritmos de Meta distribuyan los anuncios automáticamente entre plataformas (Facebook, Instagram, Audience Network) mediante Auto Placement y Lowest Cost, en lugar de apagar Facebook por creer erróneamente que Instagram es más eficiente debido a la atribución de último clic.
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
Estrategia de Dynamic Creative y segmentación demográfica básica para servicios locales
Canales de adquisiciónPara negocios de servicios locales, basta configurar anuncios dinámicos con 5 titulares dirigidos a distintos casos de uso y limitar la segmentación en Facebook a edad, género y un radio geográfico de servicio (ej. 5 millas). No se requiere segmentación avanzada por intereses a menos que se inviertan más de 2.740 a 3.000 dólares diarios.
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 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…
Escúchalo en el minuto 27:03
El riesgo de depender de modelos de atribución retrasada y artificialmente inflados
Medición y experimentosModelos de atribución permisivos (como las ventanas de 28 días tras clic) distorsionan la realidad al permitir que las campañas pagadas se atribuyan ventas generadas por otros departamentos o por el comportamiento natural del cliente. Las restricciones de privacidad exigen evaluar el rendimiento con métodos científicos y métricas de negocio reales en vez de métricas de vanidad.
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 departments as possible and three justify their business model which is rely on what is effectively a lack of Integrity in their data as a business the folks that have prioritized the customer journey and running a good business that know their…
Escúchalo en el minuto 6:37
Oferta y precioVender a precios más altos descalifica desde el inicio a clientes de bajo presupuesto y atrae compradores de mayor calidad, incrementando la rentabilidad del embudo y el valor de vida del cliente (LTV); por el contrario, basar la estrategia en descuentos atrae compradores poco dispuestos a gastar más y deteriora el negocio.
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 that were less likely to pay you more…
Escúchalo en el minuto 45:15
Canales de adquisiciónLa publicidad en Facebook debe funcionar como una herramienta para amplificar lo que un negocio ya hace bien; si la viabilidad de la empresa depende exclusivamente de hacer funcionar los anuncios pagados, no es un negocio que deba estar usando Facebook Ads.
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
Escúchalo en el minuto 17:18
Canales de adquisiciónLa publicidad en Facebook debe funcionar como una herramienta para amplificar lo que un negocio ya hace bien; si la viabilidad de la empresa depende exclusivamente de hacer funcionar los anuncios pagados, no es un negocio que deba estar usando Facebook Ads.
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
Escúchalo en el minuto 17:18
ConversiónRegalar 20.000 unidades de un producto físico de bajo costo ($5) mediante una mecánica de invitación referida con código QR hacia un grupo permitió generar 20.000 miembros, los cuales tuvieron un AOV de $50 durante el año siguiente y produjeron $1.000.000 en ingresos.
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 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 negocioPara escalar un negocio con éxito es fundamental dejar el ego a un lado y rodearse de profesionales que superen al líder en cada área técnica o funcional, permitiendo que la dirección se enfoque exclusivamente en el rumbo estratégico de la empresa.
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 and that's great that means they they don't have to worry about it anymore 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 40:21
Investigación de mercado y clienteLanzar grandes campañas creativas o masivas esperando un éxito viral no funciona como atajo si el negocio no comprende a fondo a su consumidor. Los grandes casos de éxito escalan a campañas masivas sólo tras años de acumular aprendizajes y validar su mercado en canales nicho; depender de la suerte o de un anuncio aislado sin base de negocio es una estrategia inviable.
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 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 success looks like you it's fundamentally built off of knowing your if you don't have good business…
Escúchalo en el minuto 35:16
Canales de adquisiciónLa publicidad pagada debe utilizarse para amplificar la competencia principal del negocio; si la fortaleza está en el email marketing o en la comunidad, la captación debe concentrarse en maximizar leads o miembros para ese activo específico en vez de forzar canales donde no se tiene ventaja.
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 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 adquisiciónGoogle monetiza vendiendo clics rápidos basados en intención de búsqueda directa, mientras que Meta optimiza por CPM reteniendo la atención del usuario en su ecosistema multipantalla; por ello, aplicar microsegmentación y tácticas de Google en Meta provoca 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
Canales de adquisiciónExisten marcas valoradas en 50 millones de dólares que generan entre 800.000 y 900.000 dólares de beneficio mensual sin invertir nada en anuncios de Facebook.
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 17:42
Canales de adquisiciónExisten marcas valoradas en 50 millones de dólares que generan entre 800.000 y 900.000 dólares de beneficio mensual sin invertir nada en anuncios de Facebook.
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 17:42
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