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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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Retargeting con ofertas ampliadas y upsells para aumentar el AOV
Oferta y precioEn lugar de intentar recuperar a prospectos indecisos con pequeños descuentos sobre un producto individual, conviene ofrecerles paquetes ampliados con extras y opciones de pago fraccionado (estilo infomercial). Esto permite elevar drásticamente el valor promedio de pedido (AOV) al capturar a clientes dispuestos a comprar una solución más completa.
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 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 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…
Escúchalo en el minuto 43:12
Canales de adquisiciónEn plataformas de anuncios con CPM optimizado como Facebook, segmentar por intereses específicos, forzar ubicaciones exclusivas o depender de embudos complejos de retargeting reduce la efectividad. Lo óptimo es permitir que el algoritmo distribuya el contenido libremente y concentrarse en maximizar la tasa de acción estimada mediante mejores creativos para reducir 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 15:20
Investigación de mercado y clienteDescubrir los verdaderos motivos de compra y dolores del cliente mediante llamadas de atención o conversaciones directas diarias genera contenidos y mensajes más rentables que gastar grandes presupuestos en producción de agencia o testeos creativos masivos.
can give a [ __ ] about your customer and make things that talk to their pain points and get their attention you don't 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 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…
Escúchalo en el minuto 33:50
Uso de Dynamic Creative con segmentación demográfica básica para negocios de servicios locales
Canales de adquisiciónPara negocios locales de servicios (como climatización o reformas) con presupuestos menores a 3.000 $/día, la segmentación manual en Facebook debe limitarse a edad, género y radio de ubicación geográfica. La segmentación real de clientes interesados debe lograrse mediante anuncios dinámicos (Dynamic Creative) con múltiples titulares y copys adaptados a distintos casos de uso o necesidades.
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 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 2740 a day if you're not at least three grand you don't need more than that I'm a five mile radius from this address great drop that address in five miles run one Dynamic creative and the sole
Escúchalo en el minuto 27:31
Canales de adquisiciónForzar una segmentación por intereses en plataformas publicitarias como Facebook limita la entrega del algoritmo a una intersección estrecha, lo que reduce la estabilidad de la campaña, encarece la adquisición y frena la escala rentable frente a una segmentación amplia guiada por el contenido.
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 and less efficient and ultimately…
Escúchalo en el minuto 30:17
Canales de adquisiciónEn plataformas publicitarias impulsadas por machine learning, intentar microgestionar cada paso o añadir complejidad operativa entorpece la optimización algorítmica. La ventaja competitiva se logra alineando la cuenta con el funcionamiento de la máquina y dedicando los recursos a optimizar la conversión en landing pages, retención por email, atención al cliente y márgenes del negocio.
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 factory does its job it doesn't get any better because you trying to micromanage every little step 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 cogs getting better shipping…
Escúchalo en el minuto 8:52
Canales de adquisiciónEn plataformas publicitarias impulsadas por machine learning, intentar microgestionar cada paso o añadir complejidad operativa entorpece la optimización algorítmica. La ventaja competitiva se logra alineando la cuenta con el funcionamiento de la máquina y dedicando los recursos a optimizar la conversión en landing pages, retención por email, atención al cliente y márgenes del negocio.
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 factory does its job it doesn't get any better because you trying to micromanage every little step 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 cogs getting better shipping…
Escúchalo en el minuto 8:52
Canales de adquisiciónSe deben mantener las ubicaciones automáticas (Auto Placements) en las campañas de Meta en lugar de forzar presupuesto solo a Instagram; apagar ubicaciones como Facebook basándose en métricas de conversión aparente deteriora el rendimiento global al eliminar los impactos iniciales del recorrido del cliente (sesgo de último clic).
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 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 all that stuff now the idea that Instagram is…
Escúchalo en el minuto 13:32
Canales de adquisiciónEn entornos publicitarios con CPM optimizado como Facebook, segmentar mediante audiencias manuales es un concepto obsoleto: cada anuncio y pieza creativa genera su propia audiencia 'lookalike' según la interacción y retención del usuario, recompensando con costes publicitarios más bajos a los anuncios que retienen y benefician 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 just like anything else Facebook looks at that to say what is going to keep somebody on the platform and what is the if you're a liability to their business model they're going to make you pay more if you are an asset to the business model you get premium pricing but you get discounted rates
Escúchalo en el minuto 29:16
Canales de adquisiciónEn entornos publicitarios con CPM optimizado como Facebook, segmentar mediante audiencias manuales es un concepto obsoleto: cada anuncio y pieza creativa genera su propia audiencia 'lookalike' según la interacción y retención del usuario, recompensando con costes publicitarios más bajos a los anuncios que retienen y benefician 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 just like anything else Facebook looks at that to say what is going to keep somebody on the platform and what is the if you're a liability to their business model they're going to make you pay more if you are an asset to the business model you get premium pricing but you get discounted rates
Escúchalo en el minuto 29:16
La publicidad pagada debe amplificar un negocio funcional, no sostener su viabilidad
Canales de adquisiciónLos anuncios pagados sirven como herramienta para amplificar lo que un negocio ya hace con éxito, no como el salvavidas del cual deba depender su supervivencia. Si la viabilidad de una empresa depende exclusivamente de lograr que los anuncios funcionen, ese negocio aún no está listo para utilizar publicidad pagada.
you have to prove the efficacy of any 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 16:56
Oferta y precioDescontar productos atrae a clientes de baja calidad con menor valor de vida (LTV) y poca disposición a realizar compras mayores en el futuro. En cambio, ofrecer productos a precios más elevados actúa como un filtro temprano que descalifica a perfiles poco rentables y hace que el proceso de compra y el modelo de negocio sean sostenibles.
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 that were less likely…
Escúchalo en el minuto 45:13
Canales de adquisiciónGoogle monetiza vendiendo inventario basado en intención directa para derivar al usuario fuera de su buscador lo más rápido posible, mientras que Meta es una plataforma de CPM optimizado que monetiza la retención dentro de su ecosistema multidispositivo; por tanto, aplicar tácticas de microsegmentación manual típicas de Google en Meta genera rendimientos decrecientes.
when that switched Facebook became an optimized CPM platform 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 platforms fundamentally function in completely different ways have completely different business models and built for completely different experiences Plus Google…
Escúchalo en el minuto 10:47
Investigación de mercado y clienteLas campañas virales o de alto presupuesto no rescatan negocios sin fundamentos. El éxito de grandes campañas masivas (como los videos virales de alto impacto) requiere haber acumulado previamente años de aprendizaje sobre el mercado y los deseos del cliente, no apostar a la suerte publicitaria como modelo de negocio inicial.
built off of understanding their customer at a very core elements so they weren't coming out of the gate with that they were doing stuff for a decade before that they were forced multiplying their consumer knowledge that is why they knew their Market understood their customer watts and they understood okay if we want to make a splash outside of our safe Zone we're going to reach out to people that can fundamentally bring us to mass Market and they did that because that was the looks like you it's fundamentally built off of knowing your customer which is the business is bad but if you don't…
Escúchalo en el minuto 35:15
Canales de adquisiciónLas plataformas publicitarias como Facebook deben utilizarse para potenciar aquello en lo que el negocio ya destaca de forma natural (por ejemplo, alimentando una base de datos con leads masivos si la fortaleza principal de la empresa es el email marketing).
platform to amplify something that reinforced that businesses core competencies 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 email gave me some 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 well so it's it's all just built around this idea of using the tool properly
Escúchalo en el minuto 22:30
Estrategia y decisiones de negocioLos líderes de negocio más exitosos no intentan ser los mejores en todas las tareas técnicas; invierten en contratar perfiles más cualificados que ellos para cada disciplina operativa, comprando tranquilidad y reservando su rol para definir la dirección estratégica.
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 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 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 40:17
Retención y relación con el cliente1-800-Flowers entregó 20.000 galletas con un código QR que invitaba a ingresar a un grupo de Facebook para regalar otra galleta a un amigo; la comunidad de 20.000 personas resultante generó un ticket promedio de 50 dólares al año siguiente, sumando 1.000.000 de dólares en ventas.
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 22:01
El fin de la atribución inflada exige centrarse en el viaje real del cliente
Medición y experimentosLas restricciones de privacidad y la eliminación de ventanas amplias como la atribución a 28 días dejan sin efecto las estrategias que justificaban su rentabilidad adjudicándose ventas lejanas. El rendimiento publicitario sostenible requiere entender a fondo el customer journey y medir con rigor científico en lugar de depender de reportes inflados.
some fear what we're seeing is the less and less ability for the unfair advantage of Facebook as having this extraordinarily high amount of data on a user less and less ability to take advantage of that in a way that people shorter fashion that was less reliant on the customer journey and more reliant on hacking the the platform those people are going to be suffering more and more 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 um and what that really meant was you were able to say…
Escúchalo en el minuto 5:51
Retención y relación con el clienteCrear grupos en redes sociales (como Facebook) permite retener y monetizar la atención de la audiencia de forma directa, funcionando como una alternativa eficaz para negocios o creadores que no tienen un rendimiento óptimo en email marketing.
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 streams of income that come from monetizing that attention I've also 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 strong for you 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
Escúchalo en el minuto 24:14
Canales de adquisiciónExisten marcas consolidadas de 50 millones de dólares que generan entre 800.000 y 900.000 dólares de beneficio neto mensual operando completamente sin pauta publicitaria en 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 17:41
Canales de adquisiciónExisten marcas consolidadas de 50 millones de dólares que generan entre 800.000 y 900.000 dólares de beneficio neto mensual operando completamente sin pauta publicitaria en 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 17:41
Canales de adquisiciónLa actualización de iOS 14 funcionó como el catalizador del mayor cambio estructural en la plataforma publicitaria de Meta desde la introducción del píxel y los objetivos de optimización por conversión.
piece called the iOS 14 and that is the Catalyst for what occurred is the biggest structural change since the introduction of the conversion campaign I remember running Facebook pixel um before the conversion campaign
Escúchalo en el minuto 4:28
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