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Crush Facebook in 2023: The 3 Things You Need to Know
18 ideas de marketing sacadas de «Crush Facebook in 2023: The 3 Things You Need to Know», de Professor Charley T. Sobre todo de canales de adquisición…
- 18 ideas despiezadas
- Fuente Professor Charley T
- Dura 32 min
- Publicada en 2023
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Canales de adquisiciónPara escalar el gasto publicitario de 3.000 a entre 10.000 y 50.000 dólares diarios, basta con consolidar la cuenta en una única campaña con segmentación amplia (Broad) y entre 4 y 5 anuncios ganadores de alta calidad, en lugar de dispersar el presupuesto en decenas de campañas y modelos de puja complejos.
four or five ads is all you need to get to 10 20 30 40 50 000 a day you don't need a thousand ads to get there I've taken tons of brands that are stuck at three thousand a day to 10. and one of the things that every single one of those situations has in common is went from nine campaigns down to one from 10 different audiences to Broad and all we're doing is saying these are our best ads now what I mean by best is they earn attention so in a CBO environment against broad these ads earn spend and get that attention for cheap so the cpms are low so we're able to reach more and when we show…
Escúchalo en el minuto 23:24
El creativo define la segmentación en plataformas de CPM optimizado
Canales de adquisiciónEn plataformas publicitarias modernas (como Meta, TikTok o YouTube), no se requiere microsegmentar audiencias: la mejor segmentación es amplia (Broad) porque el contenido del anuncio atrae y califica a su propio público, logrando costes por mil impresiones (CPM) más bajos al retener la atención del usuario.
and by the way this same logic also works for any social media platform anything that is an optimized CPM environment works like this they all work the same as Facebook and we need to make Facebook stable enough by giving it a best audience which is Broad a lack of targeting because every ad makes its own audience every piece of content makes its own audience like when content that video was so good it earned reach ads do the same thing ads are nothing more than organic content that you pay people to see you pay the platform to show to other people and the better that content is at meeting…
Escúchalo en el minuto 20:45
Fijar objetivos de CPA por canal a partir del CPA combinado global
Medición y experimentosEn lugar de optimizar canales publicitarios de forma aislada frente a variaciones diarias, se debe calcular el CPA combinado global (gasto total dividido entre el total de ventas) y establecer metas relativas para cada plataforma que se ajusten conforme cambia el presupuesto o el mix de medios.
matters is what is my Blended CPA on this offer how many of that thing did I sell today and how much money did I I know my Blended CPA is 20 bucks now but still my Blended is about 20. now when my Blended CPA is roughly a 20 and you can make a relative CPA Target for each individual platform and that is a needs to be adjusted when the amount of money you put out there changes or when the media mix the balance of how that mix changes your target changes now remember we
Escúchalo en el minuto 15:12
Medición y experimentosEvaluar el rendimiento publicitario basándose solo en el ROAS inicial es engañoso: una oferta con ROAS bajo que induce recompras posteriores a bajo costo genera un flujo de caja futuro superior y permite operar a pérdida en la adquisición inicial gracias a los ingresos acumulados.
maybe a customer that buys maybe we have a product we get a row as a three and that customer on average buys one and a quarter times maybe we have something else for our row as is a one but that customer buys three times and those additional purchases happen through email or search or maybe a retargeting ad on Facebook but that's really cheap that means that customer's worth way more money to us in the long term and we're securing future cash flow which means that we don't need to live and die by the roas or mer on any given day flow which means that you don't have to be profitable on day one…
Escúchalo en el minuto 10:36
Canales de adquisiciónCambiar continuamente de audiencias (intereses, similares), anuncios y pujas para microgestionar el algoritmo de Meta impide que las creatividades maduren y altera constantemente el tipo de usuario que entra al sitio. Esto desestabiliza el sistema y vuelve obsoletas las optimizaciones posteriores al clic (como tasa de conversión, LTV y recompra), priorizando métricas de atribución cosméticas en la plataforma por…
between folks that don't trust data and try to micromanage the machine as many audiences as they possibly can and try as many ads as they possibly can as many ad sets and these bidding models micromanage the machine Learning System when you change up audiences all the time you're also changing the type of people that come into your store so all the post-click optimizations that you're making become obsolete if you change different types of customers all of the choices you made to make the types of customers that you have behave better get thrown out the window are your RADS dying quickly…
Escúchalo en el minuto 1:35
Marca y posicionamientoLas marcas de venta directa (DTC) que se posicionan como especialistas y resuelven a fondo las necesidades de un segmento específico logran mayores márgenes y resisten mejor las recesiones. Competir como generalista o intentar batallar en precio y menor calidad es inviable frente a gigantes del retail que operan con márgenes mínimos a gran escala.
and the more the recession hits the more money we're gonna make because ultimately we are meeting the needs of a particular type of customer better than the brands that don't care about those customers we're going to meet their needs better or you can go to a direct consumer brand and buy something that's made specifically for you and they might have a thousand customers but they absolutely Crush to those thousand customers you can choose to be The Specialist or you can choose to be the generalist Specialists make a lot more money generalists are put out of business by a brand that can afford…
Escúchalo en el minuto 30:20
Marca y posicionamientoLas marcas de venta directa (DTC) que se posicionan como especialistas y resuelven a fondo las necesidades de un segmento específico logran mayores márgenes y resisten mejor las recesiones. Competir como generalista o intentar batallar en precio y menor calidad es inviable frente a gigantes del retail que operan con márgenes mínimos a gran escala.
and the more the recession hits the more money we're gonna make because ultimately we are meeting the needs of a particular type of customer better than the brands that don't care about those customers we're going to meet their needs better or you can go to a direct consumer brand and buy something that's made specifically for you and they might have a thousand customers but they absolutely Crush to those thousand customers you can choose to be The Specialist or you can choose to be the generalist Specialists make a lot more money generalists are put out of business by a brand that can afford…
Escúchalo en el minuto 30:20
El anuncio publicitario crea su propia audiencia
Canales de adquisiciónLas plataformas de anuncios identifican el comportamiento en el consumo de contenido y páginas de destino independientemente de los bloqueadores de privacidad, por lo que cada creativo publicitario segmenta y atrae de forma automática a su propia audiencia específica.
Facebook data is also Facebook still knows what content you're looking at no amount of ad blocking no amount of privacy is going to tell Facebook what is going to block Facebook from seeing what videos you watch were watching a bunch of this content that all looked the same from pages that all talk about the same thing and then they went to a landing page that talks about all of this same stuff because at worst with 100 privacy Facebook's still gonna know what videos you watch what ads you click on and how long it every ad is ultimately making its own audience
Escúchalo en el minuto 26:08
Canales de adquisiciónMantener la estructura de anuncios simple y el presupuesto estable semana a semana sin variaciones abruptas permite que el algoritmo de aprendizaje automático entrene mejor y atraiga clientes consistentes de forma predecible.
the way you're going to win in 2023 is to stabilize and simplify your ad is that stability and we don't mean day to day we mean week over week month over month and more less variation and what you are spending your money on because the number one thing to really keep in mind is it's a machine learning algorithm and the more you spend in teaching it to do its job well the better it's going to get at doing that job consistently and what you need more than anything is consistency with the types of people
Escúchalo en el minuto 6:14
Retención y relación con el clienteConstruir una base de clientes recurrentes y alto valor de vida (LTV) permite operar la pauta de adquisición con un costo por adquisición más alto o incluso a pérdida en el primer día, debido a que el negocio no inicia su facturación diaria en cero.
talked about getting LTV and reoccurring customers the more recurring customers the worse that number on Facebook can be you can lose money because you're actually making you're not starting the day at zero you might be starting the day at 50 bucks or 30 000. so you don't have to make money from the ads you're putting out today focused on roads today or you can be a business that's focused on Blended CPA future cash flow and LTV now I know this
Escúchalo en el minuto 16:33
Estrategia de contenidosProducir e introducir continuamente docenas de variaciones creativas dirigidas al mismo avatar (como lanzar 30 UGCs por semana) roba presupuesto e impresiones a los anuncios ganadores ya establecidos en lugar de atraer clientes nuevos, forzando una rotación artificial innecesaria.
can't tell you how many times people like well ugc is crushing it so I need 30 ugcs a week you're basically appealing to the same person and every new ad that you have that does well just steals from the old ad that did well which is why I have to cycle ads all the time and if you stop testing new ones the old ones that work will just continue to work you're cannibalizing your success that's
Escúchalo en el minuto 24:48
Estrategia de contenidosProducir e introducir continuamente docenas de variaciones creativas dirigidas al mismo avatar (como lanzar 30 UGCs por semana) roba presupuesto e impresiones a los anuncios ganadores ya establecidos en lugar de atraer clientes nuevos, forzando una rotación artificial innecesaria.
can't tell you how many times people like well ugc is crushing it so I need 30 ugcs a week you're basically appealing to the same person and every new ad that you have that does well just steals from the old ad that did well which is why I have to cycle ads all the time and if you stop testing new ones the old ones that work will just continue to work you're cannibalizing your success that's
Escúchalo en el minuto 24:48
Canales de adquisiciónEn pruebas iniciales de targeting amplio (broad) en Facebook Ads con New Balance, dos de cada tres dólares gastados se destinaron a usuarios que interactuaban activamente con contenido o realizaban acciones en los sitios web de competidores.
the time when I was running New Balance we did a test with Facebook with the very beginning of optimized CPM back in 2018 when broad targeting first really came on the board with power five to really prove out that it worked and we noticed that two out of every three dollars that we spent at Broad was targeting somebody that was engaging with content on the platform and taking actions on the site for our competitors
Escúchalo en el minuto 25:35
El ROAS de plataforma no refleja el flujo de caja ni la rentabilidad real
Medición y experimentosEl ROAS reportado por plataformas publicitarias es engañoso debido a la sobreposición de atribución entre múltiples canales y no equivale a flujo de caja ni margen diario; la métrica real del negocio es cuánto capital se invierte hoy contra cuánto flujo de caja futuro se asegura y en qué plazo.
they want their row ads to look nice realize doesn't even mean anything is row as cash flow no it isn't is row as profit margin on that day no as your row as really the reason that you made money today or is it how much credit Facebook takes for the sales that may have also been taking credit for by Tick Tock and by YouTube and by email and by search and at the end of the day what really matters is how much money did you put out and how much money did matters is how much money did you put out today and how much future cash flow for your business did you secure and what is the timeline for…
Escúchalo en el minuto 5:15
Marca y posicionamientoEn periodos de recesión económica, una marca puede crecer robando cuota de mercado a los minoristas generalistas si se posiciona como especialista de alta calidad enfocado en resolver necesidades muy específicas, mientras los competidores masivos reducen costes y calidad.
the recession is an opportunity you can do a really good job at being good to a specific person every time you can be a specialist and if you're a specialist especially in a recession the big Market companies The Big Box store brands are gonna have to cut costs which means the products are going to which means they're gonna have to be more generic and lower quality to meet shareholders which means that you can do a better quality job to meet very specific needs for very particular types you can massively scale because you don't need people to spend more money you just need people to instead…
Escúchalo en el minuto 28:15
Medición y experimentosPara medir la rentabilidad de clientes sin depender de modelos de atribución dudosos, se debe evaluar el margen unitario real cruzando el valor de vida del cliente (LTV), el costo publicitario para completar todas las ventas de ese viaje (CPA) y el costo de los bienes vendidos (COGS).
ultimately what really matters is the profitable scaling margin of the customers that we get doesn't matter about row as that doesn't matter because it's not a real number because attribution isn't real anyway what matters is what is the lifetime value of a customer and how much ultimate does it cost to get a sale and not acquire the customer but to make all of the sales in that customer's journey and how much does the product cost for us what's a profit for each customer Journey now that's LTV CPA and cogs
Escúchalo en el minuto 8:57
Medición y experimentosIntentar atribuir ventas a anuncios o audiencias específicas conduce a decisiones reactivas basadas en datos fragmentados de baja calidad; perseguir micro-mejoras marginales en fracciones pequeñas del negocio estanca el crecimiento e impide escalar.
if you are focused on what ad what ad set what audience what campaign drove the sale you are being reactionary to yesterday's information low quality data to predict the future and that data that you're looking at is wildly out of context it's because you're making a whole lot of really small impact decisions and but a 20 change on five percent of the business doesn't mean anything
Escúchalo en el minuto 19:01
Medición y experimentosEl ROAS necesario para alcanzar el punto de equilibrio puede variar drásticamente entre negocios según sus costos de producto (COGS), envío y estructura operativa, oscilando desde un ROAS de 0.8x hasta 8.0x.
the product cost to make how much does it cost to ship how much does it cost to give to somebody with the overhead what are the other marketing costs well if you bake that in I know businesses where they need an 8X row as just to break even I know businesses that can break even on a 0.8 so the point of it is that roaz number
Escúchalo en el minuto 12:59
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