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Cracking the Code: Effective Strategies for Facebook Advertising
28 ideas de marketing sacadas de «Cracking the Code: Effective Strategies for Facebook Advertising», de Professor Charley T. Sobre todo de canales de…
- 28 ideas despiezadas
- Fuente Professor Charley T
- Dura 57 min
- Publicada en 2023
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No alterar simultáneamente creativos y páginas de aterrizaje en la experimentación
Medición y experimentosModificar a la vez los anuncios y las landing pages dentro del mismo entorno altera variables en ambos lados de la ecuación de conversión, lo que elimina el rigor del método científico e imposibilita saber qué cambio causó la mejora o caída en los resultados.
and please don't be testing landing pages and ads in the same environment while also changing everything else so you're basically changing the store layout changing the type of people you bring into the store and having any clue when things go well or poorly why anything happened you're changing variables on both sides of the equation at a regular basis at very high volume there's no way you're gonna be able to Define anything
Escúchalo en el minuto 29:36
Medición y experimentosTomar decisiones y declarar ganadores basándose en una o dos ventas carece de significancia estadística y arriesga el negocio al quemar presupuesto en datos inútiles. Intentar solucionar la inestabilidad de adquisición probando decenas de creativos solo amplifica el problema al atraer fragmentos de audiencias dispares en lugar de consolidar el flujo del cliente ideal comprobado.
sale two sales is an accident occurs twice enough for I would argue the answer to that is no like a data set of two isn't a data set I'm gonna spend 80 of my money creating losers so that ultimately I can put at risk the successful things that I have based on an infinitesimal data set this volume of creative testing the way I overcome my instability is by testing I am lacking stability in my business is going to be to draw a small amount of a tons and tons and tons of different types of people is basically creating more instability and I'm going to overcome my issues by amplifying the…
Escúchalo en el minuto 25:06
Canales de adquisiciónPara maximizar la eficiencia algorítmica, se recomienda consolidar la cuenta publicitaria en una única campaña enfocada en la mejor oferta del negocio, combinando un grupo de control con los mejores anuncios estables y pruebas de creatividades dinámicas usando la metodología 3:2:2.
quick like the way to make it work is get your entire Facebook ad account down to a single campaign optimizing towards the single best offer for your business model and the union economics for your company um have a control environment of your best five ads or so and have one or two Dynamic creative tests leveraging 322 method you can
Escúchalo en el minuto 35:19
Alinear la experiencia del usuario con los objetivos de Meta abarata los costos publicitarios
Canales de adquisiciónA Meta no le perjudica que un anuncio saque al usuario de su plataforma siempre que este tenga una experiencia post-clic excelente y regrese satisfecho a la red. Crear anuncios y experiencias que los usuarios disfruten alinea los objetivos del anunciante con los de la plataforma, provocando que el algoritmo busque perfiles similares y reduzca el CPM entre un 25% y un 75%.
Facebook wants you to be happy with your if it takes you away from Facebook and they have a positive user experience on your site they buy the product they like the product they comment well about it and they come back to Facebook again come back to Facebook because of it you're an asset so taking somebody off of Facebook is not a bad thing at all okay it's if if you make content that your target market wants to see that content will be shown to them more often and for cheaper like if your ad goes out the next thousand people that see your ad are going to look a lot like those if it also…
Escúchalo en el minuto 40:49
Evaluación del éxito publicitario a través del CPA combinado y gasto ganado por el algoritmo
Medición y experimentosCuando un anuncio gana presupuesto del algoritmo, su impacto real debe medirse por la reducción del CPA combinado (Blended CPA) a nivel omnicanal, ya que anuncios con métricas directas pobres pueden alimentar otros canales (búsqueda, Amazon), mientras que anuncios con alto ROAS aislado pueden estar solo reciclando tráfico existente en el embudo.
then the ad has to earn spend what happens to your Omni Channel what happens to your Blended cost per acquisition and omnichannel fashion if it goes down that adds net positive it could go down and have the worst row massively amplifying the volume of opportunity for search or Amazon or sign and it might have a phenomenal row as and CPA and you're stoked and then you look and your Blended CPA goes through the roof which happens all the time also because that ad is just hitting the same exact people that are already in the funnel because who wants to see your ads if that ad earns spend if it…
Escúchalo en el minuto 35:47
Medición y experimentosUn anuncio solo puede considerarse ganador si demuestra un impacto incremental positivo en el ecosistema omnicanal del negocio (reflejado en el CPA blended y el balance de caja global). Guiarse exclusivamente por el ROAS o las ventas atribuidas por la plataforma distorsiona la realidad debido a carritos de alto valor no replicables y al solapamiento con otros canales como retargeting, email o búsqueda.
is that a winner I'd say we only know if it's a winning ad if we know how it impacts our omni-channel marketing environment and people use silly things like row as to evaluate metrics like you can somehow is the ad the reason somebody dropped a thousand dollars no is that replicatable behavior no will the row as be amazing that do oh I got a ton of sales but when I look at my cash register I made one I just have a much bigger crossover of email and search and Facebook because click but you would see that in the impact of the Blended CPA in the business
Escúchalo en el minuto 30:16
Canales de adquisiciónSegmentar en Meta mediante grupos de intereses o públicos similares del 1% suele aumentar los costes y dejar fuera al 99% de los compradores potenciales más calificados, desconociendo que la infraestructura moderna de la plataforma optimiza mejor con audiencias amplias.
people think targeting matters or is a good thing so people are using interest groups and audiences and retargeting which and again in Facebook makes no how targeting actually works they don't know how interest groups function uh code the tech team hasn't existed for over five years like what are you doing uh paying more money to make sure the majority of the people that want to see your ads don't are using like a one percent look-alike so make sure that 99 of the best people are excluded that's that's so dumb
Escúchalo en el minuto 3:16
Canales de adquisiciónEn plataformas publicitarias con subasta por CPM optimizado como Facebook o TikTok, el algoritmo prioriza mantener a los usuarios felices y enganchados. La atención se gana: los anuncios que ofrecen una mejor experiencia de usuario obtienen emplazamientos premium más visibles y a un menor coste.
and in an optimized CPM environment like Facebook and every other social media platform that is copying Facebook like YouTube and Tick Tock and everything attention is earned above the fold placements are premium and earned and lower cost the user experience controls the user flow is controlled by the user experience basically meaning the platform's best interest is to keep people engaged and happy so what keeps them engaged and happy is what they're shown
Escúchalo en el minuto 11:07
Exigir el fundamento estratégico a consultores y agencias cuestionando el «por qué»
Estrategia y decisiones de negocioAl contratar agencias o aprender de referentes en marketing, se debe exigir una justificación profunda de cada acción preguntando «por qué» hasta la raíz; si la explicación no tiene sentido lógico ni fundamento de negocio, la propuesta debe ser cuestionada y rechazada.
I would love for folks to go to the people that they're learning from go to the people that they will work with and ask why get the why for everything as deep as possible and if it doesn't make sense to you to challenge it aggressively the amount of abuse and disrespect that defines the standard operating procedure of the digital marketing universe is staggering
Escúchalo en el minuto 51:23
Riesgo de ignorar la automatización y el broad targeting en plataformas publicitarias
Canales de adquisiciónAferrarse a métodos manuales obsoletos y rechazar herramientas automatizadas (como anuncios dinámicos, segmentación amplia y presupuestos Advantage+/CBO) encarece matemáticamente el inventario publicitario y deteriora los resultados hasta hacer inviable la adquisición.
people refused to uh work with how the platforms were designed to be used they um and I see very much similar things for the folks that avoid using Dynamic ads fraud targeting and CBO or I guess in this case Advantage Plus budgets the the day there are mathematical certainties of reducing the quality of your inventory while increasing the price at some point you can't play the and the bottom line is if the technology changes if the marketplace changes and if the unit economics the rules of the game change and you still play by the old Playbook it's only your fault when you fail and failure is…
Escúchalo en el minuto 15:13
La publicidad pagada compra atención, no resultados comerciales
Canales de adquisiciónAl pagar por anuncios en plataformas como Facebook, lo único que se adquiere es volumen y calidad de atención; nunca se compran resultados garantizados. La conversión y monetización de esa atención dependen exclusivamente del modelo de negocio, la oferta y el embudo del anunciante.
when we talk about attention is earned remember that what you buy with Facebook ads what you buy with any advertising is attention you're never buying results your business is how you monetize attention what you're trying to do is get a desirable volume and quality of attention
Escúchalo en el minuto 43:33
Medición y experimentosEl ROAS no es una métrica fiable para guiar decisiones estratégicas porque divide ingresos atribuidos (que carecen de incrementalidad, predictibilidad y certeza) entre un gasto publicitario fragmentado que no contempla el impacto multicanal ni el tráfico orgánico.
the wrong metrics they think things like row as is a real number let's just like um objectively speaking it's a bad um roaz is a fraction right so the numerator is what attributed Revenue the denominator is what spent so the numerator the attributed Revenue do we trust attribution no is the revenue complete is it holistic or incremental no and no uh can is it predictive of the top of the fraction is a bunch of numbers that we have no confidence in point is it will never be holistic what if somebody just comes to your site anyway and you never spend anything what if you're spending on more…
Escúchalo en el minuto 5:16
Medición y experimentosTestear creatividades con micropresupuestos (por ejemplo, 10 o 20 dólares) genera datos aislados de 1 o 2 compras dentro de un entorno artificialmente reducido que no predice el comportamiento del anuncio al asignarle presupuestos a gran escala.
first off part of the issue is scale like if you're spending if you're 10 bucks across 20 ads or whatever like you're getting the actual results you're seeing are so small whether it's like one purchase or two purchases and then you're basically saying all right now we're gonna take all this budget and apply it on that the results will be different in an environment where they're artificially small numbers versus you're saying now we're going to put a hundred thousand dollars behind that is that more or less
Escúchalo en el minuto 34:17
Usar la publicidad como amplificador del modelo de negocio en vez de buscar anuncios aislados
Canales de adquisiciónEn lugar de preguntarse qué anuncio individual es el ganador, la pregunta estratégica correcta es cuál es la mejor atención que se puede comprar/ganar y cómo obtener más de ella, concibiendo plataformas como Facebook como amplificadores del modelo de negocio y no como soluciones aisladas.
like asking the wrong question of like which one of these ads is a winner that's that's not the question you should be asking the question should be more along the lines of what is the best type of attention that I can earn and buy and how do I get more of that so that I can amplify what works in my business because ultimately Facebook's a business model amplification device
Escúchalo en el minuto 29:16
Canales de adquisiciónCrear campañas aisladas para probar múltiples creativos semanales dividiendo pequeños presupuestos (como 10 anuncios con el 10% del gasto) suele ser contraproducente: la mayor parte del presupuesto se desperdicia en anuncios perdedores sin suficiente volumen de datos para validar resultados ni visibilidad sobre el impacto omnicanal en otros canales.
inside of Facebook split testing doesn't make any sense one of them would be I'm gonna launch 10 new ads a week that's gonna have a budget of let's say 10 of your budget your overall net but each Advocate like 10 bucks a day seventy dollars at the end of it do you know the impact that Those ads have on your Omni Channel marketing mix no there's no way in that environment we also have to say let's say two of those ads are winners so eighty percent of your money went to creating harm for your business
Escúchalo en el minuto 22:57
Medición y experimentosFacebook opera bajo un modelo de CPM optimizado diseñado para retener al usuario en la plataforma, a diferencia de los canales de búsqueda o display basados en inventario directo donde el usuario busca salir rápido; por ello, aplicar las mismas metodologías de pruebas en ambos entornos arroja conclusiones erróneas.
um they treat Facebook which is an optimized CPM environment as though it was email or display which is an inventory and supply and demand-based environment it's completely different technology with a completely different business objective and the way that you test inside of it is completely different I mean Google's number one objective is that you search for something and you get off Google as quick as possible Facebook's the number one objective is to keep you on Facebook for as long as possible if the business models are completely different and the way the unit Economics work the way…
Escúchalo en el minuto 2:32
Priorizar el flujo de caja futuro frente a la optimización inmediata de margen o ROAS diario
Estrategia y decisiones de negocioOptimizar únicamente para el margen de beneficio inmediato o el ROAS diario equivale a operar como un cazador que vive al día. Para construir un negocio sostenible con valor real, se debe actuar como un agricultor: invertir esfuerzo y capital en ciclos predecibles que garanticen flujo de caja y beneficio futuro.
business principle which is future cash flow and a profit is far more important than profit margin today um like if you think of it as profit margin today is like being a hunter if you're a farmer that knows how to establish future in this technology cash flow for instance I well I have a 90-day cash flow cycle and as a result of farming Empires were built so you can either live in a cave and hope not to die I.E focus on row as in profit margin or you can build an Empire I.E a business that actually has Merit and value in their business model by focusing on future cash flow and profit uh so…
Escúchalo en el minuto 11:56
Medición y experimentosUn CTR alto no es necesariamente una métrica positiva, ya que suele indicar que el anuncio apela a una audiencia hiperreducida con escaso impacto incremental. Por el contrario, un anuncio masivo y de buena experiencia de usuario genera CPMs bajos y un alto volumen de impresiones (inflando el denominador y reduciendo el porcentaje de CTR), lo que aporta más volumen absoluto de clics e impulso incremental al resto del…
well click-through rate is a fraction how many clicks divided by how many Impressions if your ad is good or delivers a positive user experience and as such your cpms are low then the denominator and the fraction the number of Impressions is going to be or do you want eight clicks out of three thousand if the cost is the same I'd probably rather have the eight clicks knowing that I'm also getting three times the incremental lift to all would much rather have the lower CTR as a matter of fact I higher CTR is probably a bad thing that means your ads are only appealing to a certain very small…
Escúchalo en el minuto 32:06
Canales de adquisiciónSi un anuncio no logra captar presupuesto de forma natural, significa que el algoritmo lo considera perjudicial para la retención de usuarios; forzar su entrega mediante microsegmentaciones o estructuras complejas reduce la capacidad de extraer aprendizajes y deteriora los resultados comerciales.
if the machine won't deliver it then it's not good enough do is find 10 or 20 things that I know work what happens then you have a massively elaborate system that every time you stack more and more complexity on it your ability to extract actionable Insight drops like exponentially honestly it's you have a system set up so that you have no idea what's going on that is extraordinarily High touch and impossible to manage meaningfully your results are probably going to get worse and worse and worse because the reason the ad isn't earning spend it's because Facebook doesn't want to show it to…
Escúchalo en el minuto 38:28
Evitar forzar la asignación manual de presupuesto entre audiencias frente a la optimización algorítmica
Canales de adquisiciónIntentar microgestionar el presupuesto publicitario audiencia por audiencia asume erróneamente que la distribución interna del tráfico es aleatoria, interfiriendo con la capacidad del algoritmo para asignar el gasto de forma eficiente mediante segmentación amplia.
um number three people uh think that they're smarter than the machine and try to focus on controlling where money goes like if you're not using if you're trying to control by Audience by audience like where your money is going you're treating Facebook book as though it was random distribution inside of an audience to be fair it absolutely was until 2017. broad targeting and basically if you are trying to control that this much money goes to a test or this much money goes to an audience um you're using Facebook as though it
Escúchalo en el minuto 4:01
Buscar a los operadores reales detrás de los ponentes visibles
Estrategia y decisiones de negocioLos mejores especialistas y operadores rara vez están en los escenarios de conferencias; para reclutar o aprender de los verdaderos talentos, se debe interrogar a las figuras públicas sobre la ejecución técnica detrás de sus casos hasta que revelen quién hizo realmente el trabajo.
that's awesome 40 of them aren't the people that are on stages right the folks that make people on stage look good and the people whose work they take credit for if you were to go on with people on stage and ask them why eventually they're just going to give up this person's name right look for those people
Escúchalo en el minuto 54:44
Canales de adquisiciónCuando los anuncios no funcionan o resultan caros, generalmente se debe a que atraen la atención equivocada o generan una experiencia indeseable para la plataforma; Facebook prioriza y abarata los anuncios que aportan valor a la experiencia de sus usuarios y penaliza los que la deterioran.
Facebook is burying because they're like look this person is terrible for our business model but they wanted to drop money so we'll spend it for them if your ads aren't working it means either you're attracting the wrong type of attention or your ads might be attracting the right type of attention but they're so undesirable as an experience that's only a small group of people that want to see at prioritizing the user experience more being net positive for the ai's business model so it gets better at delivering
Escúchalo en el minuto 45:17
Investigación de mercado y clienteEl viaje del cliente no inicia cuando interactúa con un anuncio ni sigue un embudo lineal; los usuarios llegan con consciencia previa acumulada por años y forzarlos a atravesar etapas rígidas de concienciación perjudica la conversión de quienes ya están listos para comprar.
is people think that their customer journey is when somebody sees your your brand or your business um so like people are already Market aware um people think the funnel is a real um which again makes no sense like oh we have to make somebody aware and then you're gonna overcome objections and you're gonna try to make the sale cool so if I come to you ready to buy and you say great I'm glad you're interested in buying by the way you have a problem now let me walk you through my whole funnel that makes no sense and you have no control over where anybody is in your funnel because you have no…
Escúchalo en el minuto 7:29
Canales de adquisiciónEventos disruptivos en la atribución como iOS 14 eliminan competencia en las subastas al provocar que competidores frustrados reduzcan su presupuesto, lo que desbloquea inventario publicitario de calidad a menor costo para quienes optimizan pensando en el algoritmo y el usuario.
the people that misuse Facebook they lost I I have such a competitive advantage over everybody else were legitimate competition for me just disappeared like quickly like everybody said oh man to pull back on spending like all of this great inventory just opened up it's conquesting became incredibly easy
Escúchalo en el minuto 47:05
La fortaleza del producto y la oferta compensan una mala ejecución publicitaria
Oferta y precioUn negocio con un producto sobresaliente, una oferta sólida y buenas operaciones puede tener éxito incluso con una ejecución publicitaria deficiente, lo que frecuentemente lleva a los especialistas en crecimiento a atribuirse un mérito que corresponde al producto.
where brands are so good that they can succeed even though their growth marketers have no idea what they're it's like okay well the operator built a nine figure business it's not because you were good at your but the big change in my perspective was a really good operator can succeed even though a lot of the people in their business aren't doing a plus work honestly you only need to really do two or three things well amazing offer construction product quality customer service business operations finances through the and there are a lot of folks that have attached themselves to rocket ships in…
Escúchalo en el minuto 16:55
Medición y experimentosLa marca 310 Nutrition escaló sus ingresos de aproximadamente 18 millones a 95 millones de dólares en 20 meses tras ajustar su enfoque asumiendo que los clientes ya tenían consciencia de la categoría y de sus propios problemas.
was running this brand 310 Nutrition took them from about 18 million to 95 in about 20 months and one of the big breakthroughs there was that like yeah um so like people are already Market aware
Escúchalo en el minuto 8:17
Medición y experimentosUna inversión de 20 millones de dólares destinada a trasladar una experiencia inmersiva a Facebook generó apenas 3 millones en ventas atribuibles directas, resultando en una pérdida neta de 17 millones por no evaluar el impacto real y la contribución omnicanal.
realizing that we were in the whole eight figures on the investment yeah I'd say we got three million back on a 20 million investment so I kind of wasted 17 million dollars and
Escúchalo en el minuto 20:25
Medición y experimentosUna inversión de 20 millones de dólares destinada a trasladar una experiencia inmersiva a Facebook generó apenas 3 millones en ventas atribuibles directas, resultando en una pérdida neta de 17 millones por no evaluar el impacto real y la contribución omnicanal.
realizing that we were in the whole eight figures on the investment yeah I'd say we got three million back on a 20 million investment so I kind of wasted 17 million dollars and
Escúchalo en el minuto 20:25
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