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CMO with 30+ Years Experience Reveals Top Facebook Ads Techniques
28 ideas de marketing sacadas de «CMO with 30+ Years Experience Reveals Top Facebook Ads Techniques», de Professor Charley T. Sobre todo de medición y…
- 28 ideas despiezadas
- Fuente Professor Charley T
- Dura 55 min
- Publicada en 2025
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Medición y experimentosMantener un ROAS artificialmente alto (por ejemplo, 3x cuando el punto de equilibrio es 1.5x) suele indicar que se está invirtiendo menos presupuesto del debido, limitando la escala y el impacto en el crecimiento global de la empresa.
like honestly like I like when somebody comes to me and they're like well we're getting a 3X on Facebook I'm like well what's break even and they're like or one and a half and I'm like great so you're spending half as much as you should like you're actually a liability to the success of this business because you're too good at your job and too myopically focused on the small little part of the universe that you
Escúchalo en el minuto 33:03
Uso de Meta Ads como banco de pruebas multicanal y de negocio
Medición y experimentosDebido al volumen de datos, bajo coste de experimentación y velocidad de retroalimentación, conviene utilizar Meta Ads como entorno de pruebas para validar viabilidad de productos, ofertas y posicionamiento antes de invertir fuertemente o exportar los creativos validados a canales más costosos como Google Search o YouTube.
about the testing process for Creative for ads but the truth is you can use this testing process for your advertising for Facebook for you advertising for Google search ddn YouTube Which is far easier um more efficient to test here and then take the creatives there you can use the same testing process for is a product viable is a business model viable what's the public sentiment around something what brand positioning should I be using I privacy but like the idea of like is this does this idea have legs is this something we should actually invest into what of my 50 ideas are actually so much…
Escúchalo en el minuto 17:11
Medición y experimentosMantener un ROAS artificialmente alto (por ejemplo, 3x cuando el punto de equilibrio es 1.5x) suele indicar que se está invirtiendo menos presupuesto del debido, limitando la escala y el impacto en el crecimiento global de la empresa.
like honestly like I like when somebody comes to me and they're like well we're getting a 3X on Facebook I'm like well what's break even and they're like or one and a half and I'm like great so you're spending half as much as you should like you're actually a liability to the success of this business because you're too good at your job and too myopically focused on the small little part of the universe that you
Escúchalo en el minuto 33:03
Medición y experimentosEn lugar de forzar anuncios completos de manera dogmática, desglosa la publicidad en componentes individuales (ganchos, ángulos, textos y creatividades) para testearlos por separado y permitir que el algoritmo recombine los elementos ganadores en variaciones duraderas y escalables.
because uh it is a disciplined methodical systematic approach that because when you feed the testing system different ideas Concepts approaches appeals Hooks and so forth and you do it the way that the machine gives you the data you need you will eventually be led to what's going to work so as long as your Flex ible as long as you don't you're not married to a concept and that's the way it has to work and you're trying to force it to work no instead you're feeding options to the system and you're testing them and you're breaking it completely down by components testing all the components…
Escúchalo en el minuto 10:52
Canales de adquisiciónEn lugar de restringir las campañas de Facebook Ads con segmentaciones por intereses —una tecnología antigua que encarece los costes y genera inestabilidad al escalar—, conviene utilizar segmentación amplia (broad targeting), permitiendo que el machine learning de la plataforma analice el creativo y el mensaje para identificar y dirigir el anuncio al público ideal.
great it was uh all around targeting and it was targeting broad uh with uh really no other filters involved and I just you understand that the machine learning platform of Facebook was going to read my ad even read my creative and it was going to find and decide who should be worked way better than what I was that interest groups aren't what you think that they are and that they cost extra and that I mean to be fair the technology to do something that will raise your cost of advertising and the right ad it's so stressful so expensive so unstable and if it's not going to be stable you can't…
Escúchalo en el minuto 2:00
Canales de adquisiciónEn lugar de restringir las campañas de Facebook Ads con segmentaciones por intereses —una tecnología antigua que encarece los costes y genera inestabilidad al escalar—, conviene utilizar segmentación amplia (broad targeting), permitiendo que el machine learning de la plataforma analice el creativo y el mensaje para identificar y dirigir el anuncio al público ideal.
great it was uh all around targeting and it was targeting broad uh with uh really no other filters involved and I just you understand that the machine learning platform of Facebook was going to read my ad even read my creative and it was going to find and decide who should be worked way better than what I was that interest groups aren't what you think that they are and that they cost extra and that I mean to be fair the technology to do something that will raise your cost of advertising and the right ad it's so stressful so expensive so unstable and if it's not going to be stable you can't…
Escúchalo en el minuto 2:00
Canales de adquisiciónLa publicidad pagada y sus procesos de análisis y experimentación deben orientarse a resolver los objetivos globales del negocio y validar el modelo de negocio, en lugar de limitarse a optimizar el rendimiento aislado de creatividades específicas.
advertising no business model and advertising is part of the business been how to use the platform to make the business model work not how to use a platform to get ad a to work but to get the business model to work and all of it's all about it keeps coming back to improving the business model it all comes back to what's that business's number one objective and how do you tool to improve your business model so unsuccessful longterm because you're not prioritizing the core elements of business growth at
Escúchalo en el minuto 45:28
Medición y experimentosAl presentar resultados a tomadores de decisiones en empresas grandes, se debe hablar en términos de hoja de ruta de pruebas, inversión incremental por plataforma y contribución al beneficio neto, en lugar de métricas operativas aisladas como el CTR.
you go into a conversation they want to know what your testing road map is they want to know what your year-over-year plans are they want to know like what your investment is by platform and your incremental you know contribution to the bottom line they don't give a damn about well our click the rate on this ad was so and so like nobody gives a and if you're having a conversation that doesn't matter to the person writing the check then your conversation probably shouldn't even matter to you because you have to think
Escúchalo en el minuto 31:46
Canales de adquisiciónEn plataformas con aprendizaje automático como Facebook Ads, intentar ganarle al algoritmo mediante microsegmentación por intereses o ajustes constantes genera inestabilidad y fatiga operativa. La vía más eficiente y escalable es entender qué necesita la máquina y alimentarla para que optimice la entrega en función de sus billones de puntos de datos y la experiencia del usuario.
into account how the Facebook machine learning platform actually works and you stop fighting against the machine and start to feed what it needs then it can deliver to you what you need platform find out how it actually works what it needs it is a machine after all find out what it needs and give it to it line the same you should find out how it works give it what it wants takes out and look at it how are you smarter than the machine that controls its own Destin day literally trillions of data points to deliver this business objective of a longer and if you don't respect that as your number…
Escúchalo en el minuto 5:19
Registro omnicanal diario para detección proactiva de anomalías
Medición y experimentosLlevar un documento de seguimiento diario externo e independiente de las plataformas de anuncios permite comparar métricas consistentes a lo largo del tiempo (WoW, MoM, YoY) y anticipar problemas en lugar de reaccionar cuando ya han afectado los resultados.
document which uh essentially takes a you know five 10 minutes a day to update but gives a view that you can't get inside any AD platform and it's uh it's good for any AD Channel not just Facebook and it will allow your mind to be in a in a analytical uh mode as to what's going on with your business and degree to make sure that you can compare week over week month over month quarter over quarter year over year and uh all instead of putting out fires you are monitoring if any hot spots are about to come up MH and you could be dowsing the ground with water order before anything arrives yeah…
Escúchalo en el minuto 22:47
Canales de adquisiciónEscalar la pauta publicitaria de manera sostenible requiere abordar cuellos de botella globales del negocio en lugar de obsesionarse con ajustes tácticos superficiales como buscar la audiencia perfecta para un anuncio. Un anuncio o campaña puede mostrar métricas operativas positivas dentro de la plataforma y aun así comprometer la viabilidad del negocio si la estrategia publicitaria no opera como una función de…
good and what they forget is like your job isn't to make Facebook look good have to do business development I I think the best media buyers in the world are business development individuals and well you're not even addressing the problem that you have and if you can make Facebook really simple and easy so that it's something you can manage with really begin to analyze what other business problems you're having so that be what if your problem is like I want to understand why I can't spend two million and you solve that problem because that's infinitely more important than what it's the Right…
Escúchalo en el minuto 27:34
La falacia del testeo de anuncios estilo lotería
Medición y experimentosLanzar decenas de creatividades y audiencias con presupuestos fragmentados ($10 a $100 diarios) esperando encontrar un ganador por azar suele generar pérdidas netas, ya que las ganancias del único anuncio ganador rara vez compensan el capital desperdiciado en los anuncios fallidos.
like 20 ads I see so many people like well I'm building 10 different versions of an ad or 20 different versions of an ad I'm testing a bunch bunch of different audiences they're spending maybe 10 bucks a day or 50 bucks a day or $100 a day for a week or two and they question to them is is that going to be so successful that you can pay off all losses like if you're playing if you're have to do is buy a Million lottery tickets I'm sure to win it's like yeah are you gonna make a million dollars like maybe you win half a million on a Million Lottery you still lost 50% of your
Escúchalo en el minuto 15:09
Canales de adquisiciónEscalar la pauta publicitaria de manera sostenible requiere abordar cuellos de botella globales del negocio en lugar de obsesionarse con ajustes tácticos superficiales como buscar la audiencia perfecta para un anuncio. Un anuncio o campaña puede mostrar métricas operativas positivas dentro de la plataforma y aun así comprometer la viabilidad del negocio si la estrategia publicitaria no opera como una función de…
good and what they forget is like your job isn't to make Facebook look good have to do business development I I think the best media buyers in the world are business development individuals and well you're not even addressing the problem that you have and if you can make Facebook really simple and easy so that it's something you can manage with really begin to analyze what other business problems you're having so that be what if your problem is like I want to understand why I can't spend two million and you solve that problem because that's infinitely more important than what it's the Right…
Escúchalo en el minuto 27:34
Estrategia y decisiones de negocioGran parte de la información y cursos sobre cómo ganar dinero o escalar anuncios empaquetan casos de éxito que solo funcionaron bajo condiciones muy específicas de tiempo, plataforma y mercado, haciendo que fracasen al intentar replicarse en otros modelos de negocio.
other dirty little secret about info publishing about moneymaking is people have one success it's a valid success but it's in a certain context it's maybe quite a narrow context so in that context in that time and space in that market with that tactic it worked but then they shrink WRA that and and do seminars all over the world selling this process which won't work for anybody because it's completely out of context for anybody else's situation circumstances or scenario so the same thing goes for a lot of information on on uh all online advertising be it Facebook or any other channel often…
Escúchalo en el minuto 34:07
Estrategia y decisiones de negocioGran parte de la información y cursos sobre cómo ganar dinero o escalar anuncios empaquetan casos de éxito que solo funcionaron bajo condiciones muy específicas de tiempo, plataforma y mercado, haciendo que fracasen al intentar replicarse en otros modelos de negocio.
other dirty little secret about info publishing about moneymaking is people have one success it's a valid success but it's in a certain context it's maybe quite a narrow context so in that context in that time and space in that market with that tactic it worked but then they shrink WRA that and and do seminars all over the world selling this process which won't work for anybody because it's completely out of context for anybody else's situation circumstances or scenario so the same thing goes for a lot of information on on uh all online advertising be it Facebook or any other channel often…
Escúchalo en el minuto 34:07
Estrategia y decisiones de negocioGran parte de la información y cursos sobre cómo ganar dinero o escalar anuncios empaquetan casos de éxito que solo funcionaron bajo condiciones muy específicas de tiempo, plataforma y mercado, haciendo que fracasen al intentar replicarse en otros modelos de negocio.
other dirty little secret about info publishing about moneymaking is people have one success it's a valid success but it's in a certain context it's maybe quite a narrow context so in that context in that time and space in that market with that tactic it worked but then they shrink WRA that and and do seminars all over the world selling this process which won't work for anybody because it's completely out of context for anybody else's situation circumstances or scenario so the same thing goes for a lot of information on on uh all online advertising be it Facebook or any other channel often…
Escúchalo en el minuto 34:07
Medición y experimentosTener resultados aislados con un cliente o producto no constituye una estrategia; el verdadero dominio del marketing de pago exige procesos y sistemas documentados que permitan repetir el éxito con consistencia en múltiples verticales y modelos de negocio.
like what do 90% of advertisers have of elite Facebook marketers have in common a client who doesn't need them and I you know if you don't have a system and a process to repeat success with confidence across any vertical with any business model then you got lucky and there's tons of people to get getting lucky in isolation a plan for
Escúchalo en el minuto 38:14
Costo de validación publicitaria por componentes frente al método tradicional de anuncios
Medición y experimentosEl método convencional de prueba publicitaria exige correr decenas de anuncios a unos 20 USD diarios durante al menos 3 días multiplicando el gasto, mientras que el testeo modular por componentes permite validar hipótesis fiables en un proyecto importante invirtiendo apenas un par de cientos de dólares.
are doing because generally you know people will think I need a certain number of test ads I need to let them run at 20 bucks a day I need minimum three days um multiply by however many you know dozens of ads that can get pretty expensive um and then at the end they may not be none the wiser as to what's going to work um when you break things down by components meaning uh you know different elements of an ad and different elements of a creative and copy process and and uh you know you use this uh go to Bear testing process you could easily get a good read for you know on a major project for a…
Escúchalo en el minuto 13:58
Estrategia de contenidosGastar decenas de miles de dólares en piezas publicitarias hiperproducidas o acuerdos con grandes celebridades a menudo resulta menos rentable que validar rápidamente creatividades espontáneas y sencillas grabadas con un teléfono móvil.
tell you how many times I've spent a hundred grand on an ad to get it made and we lost money and then somebody shot a video at their phone and it produced a million dollars like I I mean quite legitimately I was I did back in the day a deal with um a member of the Kardashian family to help out with a brand and it was a six-figure deal and we lost half of our money and we had the woman that answered the door and the phone at the front desk take a little video for her Snapchat and it did three times as much revenue and it was just
Escúchalo en el minuto 20:26
Estrategia de contenidosGastar decenas de miles de dólares en piezas publicitarias hiperproducidas o acuerdos con grandes celebridades a menudo resulta menos rentable que validar rápidamente creatividades espontáneas y sencillas grabadas con un teléfono móvil.
tell you how many times I've spent a hundred grand on an ad to get it made and we lost money and then somebody shot a video at their phone and it produced a million dollars like I I mean quite legitimately I was I did back in the day a deal with um a member of the Kardashian family to help out with a brand and it was a six-figure deal and we lost half of our money and we had the woman that answered the door and the phone at the front desk take a little video for her Snapchat and it did three times as much revenue and it was just
Escúchalo en el minuto 20:26
Estrategia de contenidosGastar decenas de miles de dólares en piezas publicitarias hiperproducidas o acuerdos con grandes celebridades a menudo resulta menos rentable que validar rápidamente creatividades espontáneas y sencillas grabadas con un teléfono móvil.
tell you how many times I've spent a hundred grand on an ad to get it made and we lost money and then somebody shot a video at their phone and it produced a million dollars like I I mean quite legitimately I was I did back in the day a deal with um a member of the Kardashian family to help out with a brand and it was a six-figure deal and we lost half of our money and we had the woman that answered the door and the phone at the front desk take a little video for her Snapchat and it did three times as much revenue and it was just
Escúchalo en el minuto 20:26
Estrategia y decisiones de negocioEl objetivo fundamental al emprender o gestionar un negocio debe ser validar y consolidar un modelo operativo repetible y escalable antes de que se agote el capital o los recursos disponibles.
fix it look the goal of anybody in business should be to build a repeatable and scalable business model before running out of resources yeah before the money runs out yeah before the money Runs Out run out before the uh the money
Escúchalo en el minuto 44:58
Medición y experimentosAl alinear los anuncios con el desarrollo del negocio y duplicar el LTV, un cliente escaló de 600 USD/día a 3.500 USD/día de gasto publicitario con un ROAS de 2x y una tasa de facturación de 1,5 a 2 millones de USD anuales; sin embargo, al delegar la gestión en perfiles centrados únicamente en métricas cosméticas dentro de Facebook Ads en vez de en el modelo global, la facturación se desplomó a 600.000-800.000 USD…
a client where they were coming to me they were spending 600 a day at ex and it after about four or five months they were coming in at like 3,500 a day at like a two but over that time we had also doubled the LTV and we had gone Nationwide with a regional business to didn't understand Business Development they struggled to make Facebook look better and it crippled the from uh EXT you know million and a half2 million a year run rate in media at a profit um to struggling to get to6 and $800,000 a year
Escúchalo en el minuto 47:23
Canales de adquisiciónLos trucos o atajos tácticos en publicidad digital tienen una vida útil corta porque operan fuera de contexto y contradicen el funcionamiento algorítmico y estructural de las plataformas publicitarias.
they told you you should do XYZ are they taking into account how the platform really works or are they selling you out of context hacks which work to a point and then they stop working because they're going against how this the platform works so that's the problem
Escúchalo en el minuto 35:14
Canales de adquisiciónFacebook Ads no ha dejado de funcionar; la falta de resultados suele deberse a que no se opera la plataforma según las reglas del aprendizaje automático. Al aplicar un método disciplinado y científico, el algoritmo devuelve exactamente lo que se le enseña a buscar ('garbage in, garbage out').
such discipline it's methodical it's the scientific method uh to the tea it's of their mind that ah Facebook doesn't work anymore the only reason Facebook doesn't work anymore is because people are not using the machine learning platform the way the machine learning platform works if you start using it the way it works it will deliver to you what you train it to deliver to you but that what it promises so you f garbage in garbage out something good in something good out so I would say
Escúchalo en el minuto 50:35
Canales de adquisiciónFacebook Ads no ha dejado de funcionar; la falta de resultados suele deberse a que no se opera la plataforma según las reglas del aprendizaje automático. Al aplicar un método disciplinado y científico, el algoritmo devuelve exactamente lo que se le enseña a buscar ('garbage in, garbage out').
such discipline it's methodical it's the scientific method uh to the tea it's of their mind that ah Facebook doesn't work anymore the only reason Facebook doesn't work anymore is because people are not using the machine learning platform the way the machine learning platform works if you start using it the way it works it will deliver to you what you train it to deliver to you but that what it promises so you f garbage in garbage out something good in something good out so I would say
Escúchalo en el minuto 50:35
Estrategia y decisiones de negocioEl mejor asesoramiento solo cubre un porcentaje de los problemas; la efectividad real en marketing radica en desarrollar un criterio de pensamiento crítico para moldear los marcos teóricos al contexto específico y forma de operar de cada negocio, evitando copiar fórmulas empaquetadas.
apparent is like the best advice in the world might be applicable to 80% of the problems 80% of the time to 80% of the people and the best answer for you is to take that and then mold it to the way it's going to work best for you and what a little bit different there's not a turnkey solution do this thing you're going to work it's do this thing to figure out how you should be thinking about the problem to find the solution that works for the way that you think and the way that you problem solve so
Escúchalo en el minuto 43:06
Estrategia y decisiones de negocioEl mejor asesoramiento solo cubre un porcentaje de los problemas; la efectividad real en marketing radica en desarrollar un criterio de pensamiento crítico para moldear los marcos teóricos al contexto específico y forma de operar de cada negocio, evitando copiar fórmulas empaquetadas.
apparent is like the best advice in the world might be applicable to 80% of the problems 80% of the time to 80% of the people and the best answer for you is to take that and then mold it to the way it's going to work best for you and what a little bit different there's not a turnkey solution do this thing you're going to work it's do this thing to figure out how you should be thinking about the problem to find the solution that works for the way that you think and the way that you problem solve so
Escúchalo en el minuto 43:06
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