Marketero · Entrevistas
Crushing Facebook Ads: Luca Amici's Success Story
22 ideas de marketing sacadas de «Crushing Facebook Ads: Luca Amici's Success Story», de Professor Charley T. Sobre todo de canales de adquisición…
- 22 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 03 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 22 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 22 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Segmentar mediante conceptos creativos y audiencias amplias en lugar de microgestión técnica
Canales de adquisiciónEn plataformas de publicidad digital como Facebook o TikTok, la optimización debe centrarse en validar ángulos y conceptos creativos sobre audiencias amplias, dejando que el propio mensaje atraiga al segmento adecuado en lugar de microgestionar pujas o variables técnicas de la subasta que no se pueden controlar.
single ad and not about the high level messaging high level angle high level control um yeah we we can control the bid but we can't control the oceans so actually focusing on the single bid is hypothesis and testing on concept according to with with using a broad were creating broad audience okay like it's broad audience because in the way everybody pass okay the thing singles thing um to use to Target was the the creativity okay and any way the concept behind that ity and it's the same thing 20% um that deliver maybe the 20% you are focusing on the 20% that deliver the 80% of the things so
Escúchalo en el minuto 50:18
Estructurar anuncios de video con dolores generales para maximizar audiencias broad
Mensaje y copywritingPara sostener campañas estables y reducir los CPM en mercados medianos o segmentados, crea anuncios de video estructurados alrededor de los tres problemas o dolores más comunes de tu público; esto permite que el algoritmo de Meta entregue el anuncio de forma eficiente a audiencias abiertas (broad) sin fatiga rápida.
uh and if you and if you work with broad audience is easier for him I create broader um broader ad because I need more um reliable results so I need years ago so uh we build this a video ad according to three uh three best the three highest problem I three points of the Target and Broad audience woman here about how you took the three pain points that could speak to anybody and then you made content so that your ad appealed to literally everyone in in Italy and now your broad is massive and
Escúchalo en el minuto 30:47
Canales de adquisiciónCuando el algoritmo publicitario concentra el presupuesto en un anuncio o ad set determinado, se debe trabajar sobre él e iterarlo en vez de pausarlo para favorecer otros con mejor CPA que solo rinden bien a bajo gasto. Los anuncios que captan presupuesto demuestran potencial de escala; mejorar su creatividad y mensaje permite abaratar el costo por adquisición manteniendo el volumen.
me a lot um see what Facebook where the budget goes if one adet or one ad take the most of budget but maybe but maybe it's not it's not the best CP you have you have to work there not stop and deliver the other because the other AD has the best CPA only because it plays in a different scenario with different budget with low budget so if you yeah if you understand that if you find something that it's a acceptable CPA but it takes budget and lots of if you find something that Facebook wants deliver and with a good CPA you have infinite way to improve that CPA and create to improve that ad to…
Escúchalo en el minuto 48:44
Canales de adquisiciónEn lugar de depender de microsegmentación por intereses o configuraciones técnicas complejas, la estrategia moderna en publicidad pagada consiste en utilizar audiencias abiertas (Broad) con creativos diferenciados; el algoritmo de la plataforma identifica a las personas interesadas, reduce los costos de entrega y estabiliza la escalabilidad de la inversión.
because your ad is better appealing towards individuals Facebook will show your ad instead of theirs so you're getting preferential treatment and you're paying a lower price so you're have Broad and I have a couple ads that appeal to different types of individuals and now Facebook is doing all the targeting it's doing all the retargeting um broad campaign broad power to Facebook according to uh good concept creative strategies of your marketing um marketing value propositions okay unique selling proposition in your actually to leave uh to give Facebook
Escúchalo en el minuto 35:14
Canales de adquisiciónEn lugar de depender de microsegmentación por intereses o configuraciones técnicas complejas, la estrategia moderna en publicidad pagada consiste en utilizar audiencias abiertas (Broad) con creativos diferenciados; el algoritmo de la plataforma identifica a las personas interesadas, reduce los costos de entrega y estabiliza la escalabilidad de la inversión.
because your ad is better appealing towards individuals Facebook will show your ad instead of theirs so you're getting preferential treatment and you're paying a lower price so you're have Broad and I have a couple ads that appeal to different types of individuals and now Facebook is doing all the targeting it's doing all the retargeting um broad campaign broad power to Facebook according to uh good concept creative strategies of your marketing um marketing value propositions okay unique selling proposition in your actually to leave uh to give Facebook
Escúchalo en el minuto 35:14
Sinergia omnicanal entre generación de demanda en Meta y captura en Google Ads
Canales de adquisiciónNo es necesario forzar todo el embudo dentro de una sola plataforma: Meta funciona de forma óptima comunicando soluciones y resultados para generar demanda e intención, mientras que Google Ads (Performance Max o Shopping) captura esa conversión en el embudo bajo.
and uh if you so you you build your Omni channel uh strategy with a like mid low funnel using like deliver aware awareness of the brand um generating the um conversion because if your brand speaks okay to um solving problems and um showing um results actually you are making brand you are making branding driving conversion okay and then you have for example a strong uh Google ads um for example um performance Max campaign that maybe drive yeah that drives the ansers campaign on way they started the the lower funnel anyway I works so it's like there's a funnel but you don't necessarily have to…
Escúchalo en el minuto 22:27
Canales de adquisiciónPara maximizar el alcance y la escala en publicidad pagada (Facebook Ads), conviene utilizar audiencias abiertas (broad) y delegar la segmentación en la variedad de mensajes y ángulos creativos testeados (por ejemplo con Dynamic Creative Testing), en vez de restringir la entrega a intereses específicos.
yeah go go broader no I think that your uh yeah your um your payoff is go broad no go broad not only audience but also think broader also in your message no structure your message with Concept in different ways to deliver broader people example the the things that I made is uh going broad so Al broad but um segmenting the segmenting the message between um using different angles different concepts in a DCT as you as teach uh in different Broad adset and I
Escúchalo en el minuto 17:08
Canales de adquisiciónPara maximizar el alcance y la escala en publicidad pagada (Facebook Ads), conviene utilizar audiencias abiertas (broad) y delegar la segmentación en la variedad de mensajes y ángulos creativos testeados (por ejemplo con Dynamic Creative Testing), en vez de restringir la entrega a intereses específicos.
yeah go go broader no I think that your uh yeah your um your payoff is go broad no go broad not only audience but also think broader also in your message no structure your message with Concept in different ways to deliver broader people example the the things that I made is uh going broad so Al broad but um segmenting the segmenting the message between um using different angles different concepts in a DCT as you as teach uh in different Broad adset and I
Escúchalo en el minuto 17:08
Canales de adquisiciónLos microajustes manuales de pujas y segmentaciones técnicas ofrecen mejoras marginales. La gestión publicitaria moderna y estable requiere traducir los objetivos de negocio al sistema, crear el mensaje adecuado para la audiencia objetivo en el anuncio y dar libertad al algoritmo para distribuir el presupuesto.
work on the audience to work on the bid to work on the little technicism no and in these days I think that these things are can give you maybe the 20 the 10 20% Paradigm is changed I think that using Facebook in more stable way and reliable to let Facebook do what Facebook wants according to your business goals so before you have to understand your business goal translate them to uh marketing objective marketing goals and deliver the right message okay for the for the Right audience in your ad and um give fa give Facebook the the freedom to spend where it wants and uh uh use um actually using…
Escúchalo en el minuto 5:33
Canales de adquisiciónNo es necesario ejecutar campañas separadas de interacción para generar comentarios y prueba social en anuncios; un anuncio con el mensaje correcto dentro de una campaña directa de conversión acumula naturalmente toda la prueba social necesaria mientras genera ventas.
comments because I remember like 300 of comments before I was using posted to drive interation to drive engagement campaign to have comments it's not it's not anymore um for me it's not necessary if you drive the good message because with the conversion campaign you have uh all social proof you need on in that ad and
Escúchalo en el minuto 49:20
La microgestión de audiencias y pujas genera volatilidad frente al enfoque en mensaje y creativos
Canales de adquisiciónOptimizar campañas publicitarias segmentando por grupos de interés hiperespecíficos, lookalikes y topes de puja manuales produce resultados volátiles a corto plazo y alta dependencia operativa, en lugar de generar crecimiento escalable centrado en la resonancia del mensaje y el valor incremental.
my in my optimization I were I was more results so I wasn't uh thinking example different audiences focusing not so much on the me on the message uh also not focusing on what people want to see set with different uh um CPAs like as after one week um maybe yeah I had a winner but then after another week or some or two weeks it was completely there was a period of time where you yeah broad wasn't a good idea and like you were supposed to use interest groups and lookalikes and retargeting and it was like day trading like it was a real holiday uh well the business goes out of like the company…
Escúchalo en el minuto 10:46
Canales de adquisiciónLos anuncios en Facebook centrados en puntos de dolor y diferenciación preparan la mente del consumidor (pre-framing), lo que permite que las campañas de búsqueda y shopping en Google conviertan mejor y puedan escalar sin que el CPA se dispare.
we in we were increasing the conversion rate of shopping campaign without that type of ad it wasn't impossible no because on shopping campaign if you were pushing more our CPA was Drive was um going very very uh higher so actually this teaches us that Facebook with that um uh with that type of message according to a specific concept um connected to a specific um pain points no desire okay um it um how you say that communication open your mind okay open the mind of the the customer and then the customer when it searches on Google it's more um it's it's sort of preframe that permits you to…
Escúchalo en el minuto 25:07
Canales de adquisiciónAl implementar segmentación amplia en plataformas como Meta, el contenido y mensaje del anuncio actúan como el filtro de segmentación, permitiendo que el algoritmo optimice la entrega hacia los usuarios con mayor tasa de acción estimada ('estimated action rate').
you don't think that go broad so leave the the platform do what he wants it's the better choice but if you leave if you leave the platform do what it wants with a good message so you deliver but I I decide what it's the best choice to deliver I think it's the perfect match no to be the the perfect partner and also it's the essence of the estimated action rate no is something that Facebook says to
Escúchalo en el minuto 20:09
Canales de adquisiciónAl implementar segmentación amplia en plataformas como Meta, el contenido y mensaje del anuncio actúan como el filtro de segmentación, permitiendo que el algoritmo optimice la entrega hacia los usuarios con mayor tasa de acción estimada ('estimated action rate').
you don't think that go broad so leave the the platform do what he wants it's the better choice but if you leave if you leave the platform do what it wants with a good message so you deliver but I I decide what it's the best choice to deliver I think it's the perfect match no to be the the perfect partner and also it's the essence of the estimated action rate no is something that Facebook says to
Escúchalo en el minuto 20:09
La reducción de CPM disminuye la exigencia de perfección en el anuncio
Canales de adquisiciónCuando una creatividad logra un costo por mil impresiones (CPM) sustancialmente más barato y multiplica el alcance por el mismo presupuesto, el anuncio no necesita ser perfecto en persuasión directa: su objetivo es solo despertar interés inicial y delegar el cierre de la conversión a la página de aterrizaje y los siguientes puntos de contacto.
your CPM decreases more than 100% you can also um make errors if you doesn't work in a more comfortable way you know you are more relaxed so you can test more so I wants to see yeah so that it doesn't have to be as good right like if you can if you can cut your cost of advertising if you can reach twice as many people for the same price you don't have to be nearly as good with that message and you it doesn't have to be nearly as good of an ad because it's appeal you're reaching three four five times as many people and then you're using all of the other channels and all the other touch points…
Escúchalo en el minuto 32:54
Escalado de 200€ a casi 4.000€ diarios manteniendo el CPA al pasar de intereses a segmentación amplia
Canales de adquisiciónEn una campaña de generación de leads en Italia, la segmentación por intereses limitaba el presupuesto a 200 € diarios; al migrar a audiencias amplias combinadas con pruebas de conceptos creativos en DCT, el gasto escaló a 2.000 €/día por adset y casi 4.000 €/día a nivel de campaña conservando el mismo CPA.
especially for a lead generation client because uh he was planning a for our Market in Italy um a great um yeah great budget good budget I remember that I was able to scale immediately more the budget according to a CPA and for remember that for example with the interest groups I had a in in interest groups um with interest very very connected to that um to that business I wasn't able to go more than um 200 per day uh and with broad audience I was almost more than 2,000 same CPA but volume so for my that one more time you went from what2 200 Euros a day to to what again yeah like almost 2,000…
Escúchalo en el minuto 18:28
Marca y posicionamientoEl éxito en publicidad digital no radica en tecnicismos de configuración como exclusiones complejas de audiencia, sino en la investigación de mercado, una propuesta única de valor clara y un contenido realmente útil y relevante para el usuario.
project come inside the um the marketing research no studying your orence producing something that is and differentiating I mean your unique value proposition and things that helps think in another way okay not about exclusions for me for example the exclusion was something that my brain was thinking over and over and over but I have to exclude not to exclude the technicism that is not so it's not marketing this the the user that works on Facebook doesn't want to see if I exclude or not exclude or if I use retargeting or not retargeting he want to see something that is is great for him okay…
Escúchalo en el minuto 45:36
Eliminar exclusiones de leads reduce los CPMs y mejora la captación neta
Canales de adquisiciónEvitar la exclusión estricta de listas previas de leads en campañas de pago permite recortar el CPM hasta un 50% y resulta en una mayor proporción de nuevos registros netos en el backend frente a audiencias sobrecargadas de exclusiones técnicas.
completely I don't use exclusion only I saw for example that also not excluding all lead anyway the percentage of new lead in the back end so people for the first time sign up to my to my mailing list was higher than excluding the uh all past lead because because the CPM was half okay we had a
Escúchalo en el minuto 38:06
Medición y experimentosDar por validado un anuncio para escalarlo a presupuestos altos porque obtuvo 2 o 4 conversiones a buen CPA es un error metodológico: dentro de la fase de aprendizaje, ese volumen no ofrece significancia ni estabilidad para predecir el rendimiento futuro.
have enough conversion you don't uh maybe you have yeah CPA but you have two conversions not out of the learning phase in your test campaign so it's something that is completely unstable Facebook says that there's no guarantee that another campaign start and will give you the same result with the same now stupid and criminal thinking that uh you maybe if your ad takes two or four conversions Okay purchase conversion or lead conversion with good CPA is foolish my yeah I tested already okay the test is over is completed I can scale it right yeah the idea of a testing campaign and a scaling…
Escúchalo en el minuto 8:25
Estructuración de creativos orientados a objetivos de negocio y no solo branding institucional
Mensaje y copywritingLa producción de contenido para anuncios pagados debe alejarse del contenido institucional o de blog genérico, estructurándose estratégicamente alrededor de la resolución de problemas y la demostración de resultados tangibles para empujar la conversión.
um the most difficult thing is to produce creative in a strategical way content stuff that can produce and deliver these things or if they have they produce concept content not for advertising but more for like um blog or branded content not um structured for business objective so this thing this thing is because if your brand speaks okay to um solving problems and um showing um results actually you are making brand you are making branding driving
Escúchalo en el minuto 21:01
Medición y experimentosTomar decisiones de marketing basadas únicamente en la atribución del último punto de contacto es engañoso, ya que los usuarios suelen descubrir productos en una plataforma o dispositivo (como Facebook en móvil) y terminar comprando en otra (como Google o desktop).
something that goes over the attribution no something ah conversion is this conversion no it's thinking about how the the consumer think and what the consumer wants actually yeah and your touch point on attribution like it's not about the thing that's lucky enough to be the last touch point in this customer Journey right it's like we even get to the part where attribution doesn't really even matter because it's not a thing it's not real touch in on is that like attribution is sort of this like it's a lie like you can't actually make decisions off of that information because it's not realistic…
Escúchalo en el minuto 26:04
Medición y experimentosEstructurar la experimentación publicitaria mediante una hoja de ruta a 90 días integrada con el recorrido del cliente permite planificar hipótesis a medio plazo, evitando la microgestión diaria reactiva en plataformas publicitarias y reduciendo el estrés operativo.
Facebook 24 hours a day that you're able Journey where you've got that testing road map so you know what the next week the next month the next two three mon months looks like that that 90day plan of understanding like this is my North Star and this is now explain the the testing road map the 90day plan actually um permits permites you to focus on on the best um on the best actionable
Escúchalo en el minuto 42:06
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.