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Daath & Dose Juice: A Facebook Ads MBA Program Success Story
16 ideas de marketing sacadas de «Daath & Dose Juice: A Facebook Ads MBA Program Success Story», de Professor Charley T. Sobre todo de oferta y precio…
- 16 ideas despiezadas
- Fuente Professor Charley T
- Dura 46 min
- Publicada en 2022
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Medición y experimentosEl ROAS de plataforma puede ser engañoso, especialmente en campañas de remarketing que inflan métricas aparentes sin aportar valor neto al negocio; el foco del crecimiento debe estar en el costo de adquisición (CAC), el valor de vida del cliente (LTV) y el volumen real de nuevos clientes adquiridos.
looks like is you can't rely on return on announcement because it doesn't mean anything and even more like the better your return on ads fed like that's actually kind of bad for your business remarketing campaign because it looks good and when you connect to the dashboard you have this great remarketing campaign that has a great number a great return mask and you're we don't care about it doesn't help the the bottom line of the business like it spend but the same final result what's your cap what's your LTV you know how many new customers do you acquire like that's what matters
Escúchalo en el minuto 20:25
El valor del upsell radica en aumentar el margen para adquirir nuevos clientes
Oferta y precioImplementar un upsell debe responder al objetivo estratégico de elevar el ticket promedio (AOV) para ampliar el margen de inversión disponible para captar nuevos clientes con publicidad, en lugar de activarlo como una táctica aislada sin propósito medible.
and everything you understand that like Okay the reason why I want to upsell is because if I put my upsell of course my aob is going to go out here but it's going to give me more spam to acquire new customers you know what I mean so that's why I need to really track it properly and see does the upsell that I put on really give me a better aov or
Escúchalo en el minuto 32:34
Oferta y precioCuando el rendimiento de la publicidad pagada cae, la solución suele residir en reestructurar y mejorar la oferta en el canal actual en lugar de migrar apresuradamente a nuevas plataformas o canales de distribución.
but it's also what's your offer oh is it sometimes business they're like oh my God our Facebook ads not working anymore so now let's go to another Channel maybe it's tick tock ads or even harder let's go to another distribution channel so retail or whatever you want to do affiliate whatever but sometimes it's just changing the offer on Facebook ad and then everything's going to perform way better you know I mean this is
Escúchalo en el minuto 22:16
Oferta y precioCuando las ventas se ralentizan o el costo de adquisición (CAC) sube, la solución sostenible no es buscar audiencias mágicas (lookalikes) ni aplicar descuentos generalizados constantes, sino diseñar y testear una oferta superior que reduzca la fricción de compra del consumidor. Los ajustes técnicos en plataformas de anuncios no mejoran el LTV ni el flujo de caja a escala sin fundamentos sólidos de negocio.
because you don't like running like 20 offers like doing a side with side wide discount non-stop because all this is just test another offer just one new offer and then just kill all the rest of um and I'm not stressed I'm just like we need to find a better offer that's going to convince more people to try our product because right now people are um and before I was more like oh maybe it's like the new look-alike from no audience is going to improve LTV no no bidding model is going to reduce the cat or like the calls like not scale like these aren't that's just not how the system works you…
Escúchalo en el minuto 36:02
Oferta y precioPara maximizar la aplicación y retención en programas formativos avanzados, es imprescindible combinar el material teórico con sesiones 1 a 1 guiadas por practicantes reales y una comunidad filtrada de alto nivel. Los cursos puramente pregrabados o con soporte delegado en agentes que no ejecutan la disciplina generan desconfianza, malinterpretación y abandono en pocos días.
quality people in it and that makes like level you just have like people that are learn and then we have one-on-one with I mean course materials so just this mix the course and then you have a one-on-one with you and then you're like that's the issue because sometimes you can interpret some stuff in the wrong confidence pretty fast in the Pro in the in the structure or the process because but the person giving you support is like a support person that doesn't even do the Facebook ads or marketing so make sense doesn't understand your context and this is the worst because it crushes my…
Escúchalo en el minuto 10:06
Medición y experimentosEn lugar de depender exclusivamente de los paneles de control de cada plataforma publicitaria o CRM (que duplican atribuciones entre sí), conviene utilizar un reporte diario unificado para evaluar el rendimiento global y el ROAS del ecosistema completo de forma simplificada.
know what I'm talking about it's like a DD reports like of every of your channel and you really see like what's going on what's up what's not working what's it's like stop trusting all the dashboard of every ad platform or every CRF because they're all taking credits for each other and you don't really know what's working or not working but the strong duck you can see that you know yeah and you don't need like a complicated attribution install uh software to do it so that's the crazy scrum Doc and also like the ecosystem row as of taking that yeah across your
Escúchalo en el minuto 17:52
Simplificar la configuración en Meta Ads usando audiencias amplias y creatividades dinámicas
Canales de adquisiciónEn lugar de perder tiempo microgestionando audiencias similares o ajustes menores de segmentación, conviene usar audiencias amplias (broad), probar creativos mediante Dynamic Creative Ads y evaluar el rendimiento promedio a lo largo de varios meses en vez de juzgar resultados en periodos cortos.
that's on Facebook ads like using time change this should I look alike audience one person is it is it better to look alike at the car to look like purchase know all those stuff like yeah you can lose so many times on it but it doesn't change anything so I don't do that more cool broad keep it simple touch more like test creatives and just really lean in on what Facebook tells you to do by that I mean to like keep it simple and like Dynamic creatives all like you know what works on average like you see the average on multiple months and then you will know what works just don't say something…
Escúchalo en el minuto 25:21
El ciclo de perseguir tácticas de moda desestabiliza las campañas publicitarias
Canales de adquisiciónSaltar constantemente de un truco o táctica publicitaria a otro por miedo a quedarse atrás (FOMO) genera volatilidad en las cuentas de anuncios. Los picos de rendimiento tácticos suelen durar pocas semanas y quien comparte trucos en redes rara vez muestra las múltiples pérdidas previas necesarias para lograr un único acierto.
and like before it was more like okay let's try this tactics on Facebook this is working well wow it's awesome but then after two weeks it just oh it doesn't work well it's going down is it the treadmill and this it's this in every like two three weeks it's this and it was like there was this formal this fear of missing out so even if your Facebook ad account was working good you have this fear you see like someone posting this new tactic that's like I don't know what's the name the blah and then you're like should I try maybe I'm missing on something you know what I mean and then you try it…
Escúchalo en el minuto 5:39
Medición y experimentosEl equipo de finanzas evalúa el rendimiento del negocio en su conjunto y no el ROAS reportado aisladamente por canales como Facebook Ads; marketing debe comunicar sus métricas con datos consolidados y simplificados que reflejen la realidad económica de la empresa.
other departments gonna start working with you a lot like finance and finance is really important so the scrum Doc and daily reporting and just tracking your stuff really well and that and being like having a simplified Marketing System just one two offers gonna help you to communicate with other people don't understand is like if you don't if you cannot communicate your number properly to finance you're not think you said it 10 000 times the finance team doesn't care about your original ad spend yeah exactly so if you're going down if the company is not going well but you're like I have a…
Escúchalo en el minuto 18:58
Canales de adquisiciónCuando el rendimiento de la publicidad pagada decae o se estanca, la reacción impulsiva de probar tácticas dispersas encontradas en comunidades genera confusión e impide identificar qué causa un impacto real. En lugar de manipular diariamente el administrador de anuncios con trucos aislados, se debe aplicar un proceso estructurado y disciplinado de análisis y toma de decisiones para resolver problemas de adquisición…
then you just get lost in all those advices and that was like the situation I was in so I could not scale more I could not control my CPA uh nothing was you have a way of thinking now that's better more disciplined more structured reflex like when everything is not going well you just start doing I'm gonna try this we're gonna try that we're gonna try this we're gonna do this we're gonna you know and then just become like crazy stuff it doesn't make any sense you don't even know what's working or what's having a positive impact or not and I could say that now it's like I'm more relaxed more…
Escúchalo en el minuto 2:24
Oferta y precioPara escalar una marca de comercio electrónico (DTC) hacia etapas superiores de facturación, es más efectivo concentrarse en estructurar y escalar una o dos ofertas principales en lugar de dispersar esfuerzos creando múltiples ofertas nuevas ante bajadas puntuales de ventas.
like you get to one million of annual understood like okay you need to structure you need to have maybe one offer to offer Max at your level and then just try to scale those offer and just focus on one or two things Non-Stop and scale them because if you do 10 000 things you won't know what's going what's working what's not working and this is something that a lot of DTC Brands when they're small like do like you try to do like oh my God we don't have silk okay let's start a new offer let's try this let's try this you know
Escúchalo en el minuto 16:46
Canales de adquisiciónNo se debe abandonar canales consolidados (como Facebook Ads) ni volcarse a nuevas plataformas (como TikTok Ads) únicamente por narrativas o pánico en redes sociales; la viabilidad de un canal de adquisición debe determinarse probando sistemáticamente y analizando las métricas reales del propio negocio.
um so yeah so I see the future I think like the future of DDC is way better than what people are trying to see online a lot of people are like this is the end it's costing way too much and then I see a lot of tweets about like Tick Tock ads is what Facebook ad was in 2016 but I'm like dude I see people on Facebook have the skating like crazy it was a great attack and everything's going well so it's like it's Facebook ad is still really good I'm not saying Tick Tock is not but I'm saying don't don't listen to the hype just check your numbers test and see what's going on and see what really…
Escúchalo en el minuto 43:06
Desacoplar la oferta de adquisición del catálogo general del negocio
Oferta y precioLa oferta de entrada utilizada para captar nuevos clientes con publicidad no necesita representar todo el catálogo ni el flujo operativo del negocio; adquirir clientes nuevos y mantener el flujo de caja mediante compras recurrentes son dos funciones comerciales independientes.
what you're actually promoting on Facebook a lot of times has nothing to do with what the rest of the business runs on and that those don't have to have any correlation you just how you can spend more money to acquire customers is a very different game than keeping cash flowing for the rest of your business and what returning customers want to buy
Escúchalo en el minuto 23:16
Medición y experimentosAñadir constantemente herramientas, complementos tácticos o plugins de conversión (como elementos de urgencia o upsells) sin medir con precisión su contribución real a los objetivos del negocio genera ruido operativo y desconexión estratégica.
but you it's all tools but you don't know when to use them and plug them in your system so you just do like you plug them all the time you do a lot of things but you don't really understand their impact so you don't see what's working not working you don't see what you should scale or not scale you know so don't care about it because a lot of people I'm telling you a lot of people they add upsell they add like form the fear of missing out like um plug-in on their shopifying a lot of stuff but they don't know what it is doing they have no idea you know yeah there's that strategy around using…
Escúchalo en el minuto 32:12
Oferta y precioCuando el coste de adquisición supera el objetivo previsto, una solución consiste en diseñar y testear una oferta de bajo coste (low-ticket) para captar clientes en volumen y medir posteriormente la rentabilidad a través de su valor de vida del cliente (LTV).
and let's just say we're not acquiring enough customers at the tag that we want maybe what we should do is like try to find a little ticket offer what do we need for a little ticket offer we need this this so we're gonna do this for the next three months two months we're gonna test a real good low ticket offer find one and then track the LTV of those people is it working is it
Escúchalo en el minuto 26:27
Evitar comunidades de queja mutua que normalizan el bajo rendimiento publicitario
Estrategia y decisiones de negocioRefugiarse en grupos o comunidades de pago donde los miembros se consuelan mutuamente por el mal rendimiento de las plataformas genera una falsa sensación de alivio que paraliza el crecimiento. Es preferible buscar entornos enfocados en soluciones perennes y estructuradas antes que validar el fracaso colectivo.
then you just you just go on a Facebook ad group and try to find maybe other people that are saying my Facebook ads this week are going are not going well and then you're like me too and then you think it's like the same for everybody and usually you think that's Facebook is like not against you but not playing where they're in these Facebook groups pay to play communities and half the time it's like well it's not working for me oh it's not working for me either and it's just like cool so we're all here paying extra to feel good about not winning like is that that doesn't to me like I don't…
Escúchalo en el minuto 6:09
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