Marketero · Entrevistas
Destroying 99% of Facebook ads experts (by Markademics)
32 ideas de marketing sacadas de «Destroying 99% of Facebook ads experts (by Markademics)», de Professor Charley T. Sobre todo de medición y experimentos…
- 32 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 04 min
- Publicada en 2023
Ver la entrevista entera en YouTube
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segundo exacto del vídeo para que la compruebes tú.
Canales de adquisiciónConfigurar audiencias similares reducidas (como un Lookalike del 1%) opera en la práctica como una exclusión del 99% del mercado direccionable y eleva la frecuencia y los CPMs; utilizar segmentación abierta (solo edad, género y ubicación) evita pagar sobrecostos por datos y maximiza el impacto incremental en canales como email y Google.
is the best. More importantly, when it comes to targeting, I don't use targeting. I don't pay extra to make sure the vast majority of my audience can't see my ads. If people use like a 1% lookalike, understand what you are doing is having setting up, you're paying extra for a 99% exclusion of your total addressable market based on information that let's be fair, probably isn't nearly high forever. How much money am I wasting creating customer journeys to make sales for my competitors? And also what, how much higher is my frequency? Meaning how many fewer people am I reaching? How much…
Escúchalo en el minuto 22:27
Medición y experimentosOptimizar la adquisición basándose solo en conseguir el CPA más barato puede perjudicar la rentabilidad del negocio si atrae perfiles con baja tasa de recompra; es preferible pagar un CPA superior por cohortes con mayor valor de vida (LTV) y menor costo operativo relativo.
complicated. Even more than that, you're, say you're targeting three different types of customers. One of them is objectively better than the other two, or one of them is objectively worse than the other two. Some of those customers are more likely to come back and buy a second time. Some of those customers, what we call a profitable scaling margin, their LTV divided by how many times they buy times, like the cost of the product and the CPA. CPA. Some of those customers are the best for you. So if you know, let's say for instance, one set of customers, 20% of them come back and buy. Let's say…
Escúchalo en el minuto 18:16
Medición y experimentosLa frecuencia agregada semanal no es accionable y debe medirse desglosada por día: 1.00 a 1.15 indica prospección pura (menos del 15% del gasto en reimpacto intradiario), 1.15 a 1.25 actúa como mid-funnel, y valores superiores a 1.25-1.35 representan retargeting intradiario intensivo.
And by the way, frequency only matters when you break down by day. Other than that, So frequency over a week is a completely useless metric. People will be like, oh, well, I have a times. Unless your frequency is like a 20, it's, there's no action ability to that data. So it's completely useless. However, it does become actionable when you look at it by day, you know, breakdown delivery day, right? Simple benchmarks. 1.00 to 1.15 is basically top of funnel. It means that less than 15% of my budget is spent on retargeting people today, intraday with this ad. Generally speaking, 1.15 to 1.25 or…
Escúchalo en el minuto 25:13
Canales de adquisiciónCrear estructuras manuales de embudo dentro del administrador de anuncios (separando prospección y retargeting) es innecesario porque los modelos de datos de Meta identifican en tiempo real la intención de compra omnicanal del usuario. Una campaña a audiencia amplia ('broad') con frecuencia baja puede entregar un impacto de fondo de embudo a quien ya está listo para comprar.
People are going to see your ads because they're in the market. the shoe that you're looking for. So the ad you're going to see is going to be the one based on your intent. That could be a first time impression, but it's a bottom of funnel retargeting ad based on Yeah. But in your mind on your Facebook dashboard, that could be broad audience, 1.05 daily frequency with the lowest CPM in your ad account. Yeah. But in reality, in the real life, it's a bottom of the funnel. Yeah. In the real life, it's bottom of the funnel. You, the idea of having a funnel within Facebook is one that became…
Escúchalo en el minuto 31:49
Canales de adquisiciónCrear estructuras manuales de embudo dentro del administrador de anuncios (separando prospección y retargeting) es innecesario porque los modelos de datos de Meta identifican en tiempo real la intención de compra omnicanal del usuario. Una campaña a audiencia amplia ('broad') con frecuencia baja puede entregar un impacto de fondo de embudo a quien ya está listo para comprar.
People are going to see your ads because they're in the market. the shoe that you're looking for. So the ad you're going to see is going to be the one based on your intent. That could be a first time impression, but it's a bottom of funnel retargeting ad based on Yeah. But in your mind on your Facebook dashboard, that could be broad audience, 1.05 daily frequency with the lowest CPM in your ad account. Yeah. But in reality, in the real life, it's a bottom of the funnel. Yeah. In the real life, it's bottom of the funnel. You, the idea of having a funnel within Facebook is one that became…
Escúchalo en el minuto 31:49
Mejorar la tasa de segunda compra supera a la optimización de anuncios en el resultado final
Retención y relación con el clienteEl camino más directo para multiplicar el beneficio de un ecommerce suele ser mejorar la tasa de segunda compra en lugar de afinar audiencias, pruebas creativas o configuraciones como Cost Caps o Advantage+ en Meta. Identificar y promover los productos iniciales que retienen y generan mayor recurrencia permite desbloquear un crecimiento exponencial.
Or if it's like if there is a problem in the business, then you have to fix the business. Like sometimes the best way to make more money is like one of the easiest things that nobody talks about is the simplest way of moving a business forward is to improve the second purchase rate. How do I get it from 5% of people buy twice to 10? That's way more important. No audience on Facebook. No creative test. No cost caps or advances plus is going to fix that problem. That problem could easily double your bottom line. That's what really matters. And ultimately what we find with that is, well, if…
Escúchalo en el minuto 48:37
Buscar el debate crítico con datos en lugar de la validación complaciente
Estrategia y decisiones de negocioEl crecimiento profesional y técnico surge de interactuar con personas que desafían abiertamente tus postulados con argumentos o datos, mientras que el simple acuerdo o felicitación no aporta ningún aprendizaje real.
I love people that challenge. What I have to say. And are willing to have a back and forth. Because that's what you really learn. People saying. Good job. I agree. You don't learn anything from that. So I seek out. Actively seek out. The people that challenge my notions. And are willing to talk about it. And you have evidence to back it up. And want to have a conversation. Because that's what's going to help me.
Escúchalo en el minuto 1:02:09
Escalar ventas de alto valor captando suscriptores por debajo de su valor por email
ConversiónEn negocios con productos de ticket alto donde la optimización directa a compra puede ser ineficiente, es más rentable orientar la publicidad a captar correos electrónicos siempre que el costo por lead sea inferior al valor monetario medio de cada suscriptor, permitiendo escalar el gasto publicitario con margen positivo.
We fundamentally changed the future of his business by focusing on how to get an email for lower than the value of an email. And we can spend five figures a day getting new people to join his email list. Let's say, for instance, the average subscriber is worth $40. If we can get him for $15, we're going to triple our money. So, yes, there are reasons why I might not use a conversion objective.
Escúchalo en el minuto 35:27
Medición y experimentosOptimizar campañas publicitarias únicamente hacia métricas iniciales baratas (como leads sin calificar o ventas de día 1 con bajo margen) atrae clientes de peor calidad que inflan los costos operativos; se deben retroalimentar a las plataformas datos de conversión efectiva, tasa de recompra y valor de vida del cliente (LTV).
service. And there's more returns and more efforts. And you're raising your operational costs across the entire business. Because you've decided to optimize towards a slightly more profitable day one, far worse customer. Which means you're working a lot harder to make a lot less money. So if I have five campaigns, first off, we're going to start with what's my best investment. So I'm going to be able to look at second purchase rate and LTV. If you're not passing that information back to Facebook so that you don't know, you should start. If you're looking at lead gen business as I'm only…
Escúchalo en el minuto 20:11
Canales de adquisiciónUn sistema eficiente de media buying debe iniciar con un inventario de inversión y reasignación de capital, seguido por pruebas creativas, estandarización de nomenclaturas de datos, medición del impacto financiero y evaluación del efecto omnicanal respecto a otros canales.
It's built around nine core steps. First, we take inventory of your investment portfolio. Second, we begin to invest our money where it's actually better for the business. Third, we begin doing creative testing to improve the assets that we're using to leverage that opportunity. Fourth, while that's happening, we get our nomenclature together so we can understand what's actually going on so that anybody at any time can look at anything. Fifth, we take action from that creative test. We understand the impact on our business. Six, we begin to look at the impacts of Facebook versus the entire…
Escúchalo en el minuto 44:33
Concentrar la pauta en un único producto para maximizar volumen y velocidad de iteración
Canales de adquisiciónEnfocar el presupuesto y la estrategia en comercializar un solo producto principal genera un volumen de datos suficiente para optimizar operaciones y probar mejoras mucho más rápido que dispersar el gasto entre múltiples referencias.
And fun thing, when you focus around doing one thing well and you drive a higher volume of it, you're also going to get to a place where it's a lot easier to manage. And your tests are going to happen a lot faster. It's very difficult to improve the second purchase rate if you make three sales a day. It's a hell of a lot easier to improve it if you make 300. You're getting more data. You get more volume. You get more reps. So you can improve the operations of your business faster by focusing on the thing that's best for your business. So if you're promoting, say, five different products…
Escúchalo en el minuto 50:48
Oferta y precioEn e-commerce directo al consumidor, la primera compra no debe medirse como la fuente principal de beneficio, sino como la captación de un lead. La rentabilidad real y la capacidad de escalar provienen del flujo de caja asegurado en la segunda y tercera transacción a lo largo del tiempo.
customer journeys at a profit. It's not one transaction. It's multiple transactions over time. You're securing future cashflow. That's how you scale a business. Otherwise what you have is a to buy from you never buy again. You didn't acquire a customer by making a sale. E-commerce, direct to consumer. If you have a brand, that first sale is a lead. The second and the third sales, the profit you make from that lead. If you look at Facebook as lead generation on a first sale, or as on a transaction, and you're able to use having a good product with a good business model and good customer…
Escúchalo en el minuto 10:07
Auditoría financiera y reasignación presupuestaria antes del testeo creativo
Medición y experimentosAl asumir una cuenta publicitaria, el primer paso debe ser auditar las finanzas y el retorno por objetivo de cada esfuerzo para identificar fortalezas y pérdidas; reasignar el presupuesto hacia las áreas rentables puede multiplicar los resultados de una marca antes de iniciar pruebas creativas.
The very first thing you have to do when you're taking over any business is understand where the money is going and what you're getting in return for it. So number one first step every single time is I build out what we call a scrum doc. Uh, and I want to understand the investment and the return by every business objective in every effort inside of my ad account and across the business. From there, I'm going to understand my strengths, my weaknesses, where opportunities are coming in and what threats are happening. And I can begin to shift my budget allocation where my money is best for my…
Escúchalo en el minuto 38:21
La hiperfragmentación de campañas publicitarias nubla la atribución y la toma de decisiones
Canales de adquisiciónConfigurar cuentas publicitarias con múltiples campañas y decenas de anuncios para cubrir todos los ángulos y objeciones impide aislar qué elemento mueve realmente los resultados de negocio, haciendo imposible gestionar el presupuesto con claridad.
First biggest issue from what I would consider a classic, very complex ad account setup like you have. Yeah. It is one, you have no idea what's going on with your marketing. The most glaring issue is you don't know what happens when you spend money. And let me be specific. If you've got five campaigns going in each campaign as say 10 ads and you have a good day, you have no idea why. You can't point to this ad got more spend. And thus I had this result to my business. You can say, well, this ad got a row as, but they all interplay with each other. And there's an omni-channel environment. So…
Escúchalo en el minuto 16:37
Medición y experimentosLa publicidad pagada debe gestionarse como una inversión financiera enfocada en unit economics y volumen de ganancias netas, no en optimizar métricas de vanidad o realizar pruebas masivas que encarezcan los CPMs y destruyan el negocio.
You're paying me to generate profit volume. I can test a thousand ads to make sure that like we just see higher and higher CPMs in the platform and we lose more and more market share. So the first thing that I do is I break down the unit economics because I want to know how best to be an investment banker. Otherwise, I'm a vanity metrics salesman. And I think that like you can overcome that by focusing on what actually matters.
Escúchalo en el minuto 40:25
Medición y experimentosLa publicidad pagada debe gestionarse como una inversión financiera enfocada en unit economics y volumen de ganancias netas, no en optimizar métricas de vanidad o realizar pruebas masivas que encarezcan los CPMs y destruyan el negocio.
You're paying me to generate profit volume. I can test a thousand ads to make sure that like we just see higher and higher CPMs in the platform and we lose more and more market share. So the first thing that I do is I break down the unit economics because I want to know how best to be an investment banker. Otherwise, I'm a vanity metrics salesman. And I think that like you can overcome that by focusing on what actually matters.
Escúchalo en el minuto 40:25
Medición y experimentosLa publicidad pagada debe gestionarse como una inversión financiera enfocada en unit economics y volumen de ganancias netas, no en optimizar métricas de vanidad o realizar pruebas masivas que encarezcan los CPMs y destruyan el negocio.
You're paying me to generate profit volume. I can test a thousand ads to make sure that like we just see higher and higher CPMs in the platform and we lose more and more market share. So the first thing that I do is I break down the unit economics because I want to know how best to be an investment banker. Otherwise, I'm a vanity metrics salesman. And I think that like you can overcome that by focusing on what actually matters.
Escúchalo en el minuto 40:25
Medición y experimentosUn negocio puede operar asumiendo una pérdida controlada en la primera venta si conoce el ciclo y volumen de recompra futura (a 90 o 180 días) y su 'suelo de ingresos' (facturación obtenida si se apaga la pauta publicitaria), superando la limitación de exigir rentabilidad o ROAS positivo en el día uno.
If you want to grow a business, then you need to focus on acquiring future cashflow at lower than to get somebody who's going to buy again for me in 90 days. And let's say the average person buys two and a half times. Let's say I sell a product and I make $40 on that transaction. If the average person buys two and a half times and the average space between is 90 days, then I know I get $40 today. Then on average in 90 days, I get another $40. And then on average in 90 days after that, I get 20 bucks. Let's just say that's the rough math for this purpose of this conversation. If I spend $60…
Escúchalo en el minuto 13:13
Estrategia y decisiones de negocioPara avanzar en etapas tempranas o intermedias (como alcanzar 20k diarios), es más valioso consultar a operadores consolidados sobre todo lo que hicieron mal y qué partes de su operativa actual de 9 cifras representan un riesgo para un negocio más pequeño, en lugar de replicar ciegamente sus fórmulas actuales.
Finding the people. That are most successful. And I'm asking. To tell me. Everything they did. That was wrong. That's how I run a nine figure business. If I want to get to 20k a day. How much of what you just said. Is a complete liability to me. That's way more important information. Find everybody that's been successful. And ask them everything they did wrong.
Escúchalo en el minuto 1:01:15
Medición y experimentosAl escalar adquisición pagada, generar un menor porcentaje de beneficio sobre un volumen de ventas mucho mayor produce más dinero neto en el banco que maximizar métricas de eficiencia porcentual (ROAS, MER, margen de contribución) en presupuestos pequeños.
Instead of making 25% profit on 2K a day, what if I can make 5% profit on like 20? Well, I'd much rather have a more profit volume. Like MER, ROAS, contribution margin, all look worse. Except my bank account looks phenomenally better.
Escúchalo en el minuto 50:30
Alinear la gestión de anuncios con la rentabilidad del balance general y no con métricas de plataforma
Medición y experimentosEl éxito de las campañas y de las agencias de publicidad debe medirse por su impacto directo en el balance general y el EBITDA del negocio, evitando optimizar únicamente para métricas vanidosas dentro de las plataformas publicitarias.
Because you as a Facebook expert just said fix your business. If your business is broken. You don't even know what's wrong with your ad account. Oh well I've got vanity metrics. I'm going to make my report look good. So if you're hiring an agency. And your goal isn't to grow the business. Then it's a liability to your balance sheet. If your agency's conversations with you. Are not about increasing your balance sheet. And looking at your balance sheet. As a reflection of success. In platform metrics. Then I'd argue there's a misalignment.
Escúchalo en el minuto 55:37
Facebook genera intención y descubrimiento, no el cierre forzado de la venta
Canales de adquisiciónEl propósito de la publicidad en Facebook es captar atención y generar intención en personas que no conocen la marca, no presionar repetidamente para forzar una compra. El cierre de la transacción depende del producto, la tienda y la confianza del negocio; optimizar anuncios no resuelve deficiencias en la oferta o en el sitio web.
but ultimately Facebook is, let me rephrase that. Facebook is an intent creation device. It is not the thing that secures a sale. Your business is, your website is, your products are. Facebook is the thing that gets somebody that doesn't know about you to be interested in potentially learning more. You can't force somebody to buy because your ad is good. Nobody's going to buy because you tell them to. Facebook's job is not to bang on somebody's door twice a day, every single day until they open the door and buy your like vacuum cleaner or something like that. All you're doing is pissing…
Escúchalo en el minuto 30:15
Riesgo de limitar la adquisición al uso exclusivo de Advantage+ y cost caps
Canales de adquisiciónHerramientas como Advantage+ y cost caps maximizan el ROAS atribuido a corto plazo al capturar demanda existente (actuando como publicidad de búsqueda), pero saturan la frecuencia, elevan los CPMs y no permiten expandir el mercado total direccionable al no generar nueva intención de compra.
that stuff. Think of advantage shopping is just engaged shoppers in 2023. It means that you're only targeting people because they're interested in making a purchase, not because they want to see your content, which is why your frequencies, your CPMs all go up and why the incremental lift you get Advantage plus and cost caps are great. If your objective is for attributed profit per dollar spent. That's great. The problem is that's search thinking that's Amazon thinking that's misusing the tool that is using an intent creation device to try to secure a sale, which is great, but you're never…
Escúchalo en el minuto 7:33
Medición y experimentosEl marco 4PI evalúa anuncios considerando gasto (Spend), frecuencia, CPM y eficiencia; permite identificar qué creatividades están cumpliendo la misma función en el embudo (por ejemplo, anuncios con frecuencia diaria entre 1.15 y 1.25 que el algoritmo usa para retargeting encubierto) para pausar las redundantes.
40% of our ads, we can begin to take a look at what ads are doing the same job. And if we have ads doing the same job, which ones are doing more or less effectively? This is what we call a 4PI analysis, spend frequency, CPM and efficiency. If I have two ads that are basically being used as by Facebook as mid funnel, IE my CPM is a bit above my average cost. And my daily frequency is between like a 1.15 and a 1.25. Meaning Facebook is spending 20% of my dollars retargeting people every single day.
Escúchalo en el minuto 24:41
Oferta y precioCuando un negocio cuenta con márgenes holgados o recompra en el backend, es conveniente reinvertir ese margen reduciendo la ganancia de la primera transacción (incluso aceptando márgenes mínimos como un 5% o asumiendo pérdidas iniciales) para capturar mucho más volumen de clientes.
I want to understand how much of that are we comfortable reinvesting in the growth of the business. If you're making a 25% profit margin, my argument to you would be, are you okay with losing 20 cents on the dollar at the front end of this customer journey and seeing how much more volume we can get? Because I'd rather make 5% profit. And again, a 5% profit meaning all that additional money, that 20% loss is at a complete loss. But if we're willing to reinvest some of that money into the growth of the business, let's say we lose 20 cents on the dollar up front.
Escúchalo en el minuto 49:49
Evaluación de Facebook Ads por impacto omnicanal y no por ROAS de plataforma
Canales de adquisiciónFacebook no es un entorno cerrado sino un generador de intención cuyo rol es alimentar canales más eficientes; por ello, la efectividad de las pruebas creativas debe juzgarse por su impacto en la rentabilidad unitaria omnicanal del negocio y no por el CPA o ROAS aislado reportado por Meta.
And then it's very easy for me to say, I'm going to launch a creative test. If it earns spend, what happens to my omni-channel unit economics? If it improves them, I don't care what the CPA is on Facebook. If it makes it worse, I don't care what the ROAS is on Facebook because I'm trying to make money. And making money understands that means you have to understand that Facebook is not a closed environment. And Facebook's job in the marketing mix is ultimately to amplify the volume of opportunity not buy. And I'd rather start as many conversations as I can with my intent creation device and…
Escúchalo en el minuto 25:38
El salto algorítmico de Facebook Ads hacia la segmentación amplia (broad targeting)
Canales de adquisiciónLa introducción del Advanced Matching y el CPM optimizado en Facebook Ads permitió a la plataforma cruzar datos de anunciantes para optimizar la entrega de anuncios, convirtiendo la segmentación amplia (broad targeting) en el método más eficiente para generar demanda e intención de compra.
In 2018, Facebook introduced advanced matching, where basically, they switched from a bidding model around trying to bid for actions or impressions, a CPC or CPM model, to what they called an optimized CPM, or the ability to leverage your own data versus with everybody else's data, which is the introduction of what made broad targeting so effective, and is really the brain behind what made Facebook go from a dumb version of Google to the single smartest intent creation device on the face of the planet.
Escúchalo en el minuto 4:10
Medición y experimentosEl éxito de marcas que utilizan automatizaciones como Advantage+ o Cost Caps suele ser producto de una marca y producto inherentemente fuertes, no de la eficacia de la configuración publicitaria, la cual a gran escala puede provocar fatiga y depreciación del rendimiento.
But if I'm trying to build an eight-figure company and I'm using Cost Caps and Advantage Plus, I'm by definition producing fatigue, which is depreciation. I'm investing in depreciating assets to work harder to make less money than I could. Generally, it's because the business is good. I would say, generally speaking, where I see that working really well is when the business is great. I got a lot of heat for this where I called out a company that is doing nine figures now, founded by a Wall Street trader with 20 years in the business that teamed up with a celebrity. Built a business around…
Escúchalo en el minuto 52:10
Marca y posicionamientoConstruir un negocio sostenible requiere crear y fidelizar clientes propios en lugar de operar únicamente bajo una lógica transaccional de venta de productos sueltos dependiente del margen unitario en plataformas de captura de demanda.
with me. And I understand, I didn't realize it at the time, but the lesson I learned was they don't look at it as, or that guy in particular didn't look at it as I'm creating customers. He's looked at brands. And the big debate that we got into was if you're on Amazon or Google or running advantage plus in cost caps, you're basically saying you're going to live and die by your ability to make a margin on a sale of a product. The problem is that's not a business. A business is about wiring
Escúchalo en el minuto 9:23
Oferta y precioVender un único producto buscando rentabilidad solo en la primera transacción sin LTV ni proyección de flujo de caja recurrente vuelve al negocio vulnerable frente a competidores con mayor capital en Amazon o Google.
But businesses, if you're trying to sell a product at a profit with the expectation of no future cash flow, you are a salesman with the product and eventually you will lose the game. You cannot win that game. Being the second cheapest product isn't a point of strength. And if you are selling a single product with no future cash flow, somebody on Amazon, somebody on Google, somebody with a VC backed company, you have no protection. You are not unique and you will die. So you can make the choice right now to invest heavily in something that's going to fail, or you can make the choice to look at…
Escúchalo en el minuto 26:16
Medición y experimentosMediante la optimización del negocio y la cuenta publicitaria, se redujo el costo por lead (CPL) de 60 USD a 12 USD, escalando el gasto publicitario de 3.000 USD a 50.000 USD diarios y recortando posteriormente 30.000 USD diarios para sumar 12 millones de dólares en EBITDA.
Like 310 nutrition in 2017. 15 million to 100. Got their advertising from. $60 CPL to 12. Daily spend from 3K to 50. Ultimately cut spend by 30K a day. To get an extra 12 million dollar EBITDA.
Escúchalo en el minuto 58:56
Escalado de ingresos mensuales e incremento de ticket promedio (AOV)
ConversiónBajo un enfoque centrado en fundamentos de negocio, la marca Underoutfit escaló de facturar 50.000 USD al mes a más de 1 millón de dólares a la semana, logrando más de 4 millones de dólares en un solo mes con un ticket promedio (AOV) más alto.
Under outfit. Came in the MBA program at 50K a month. We did more revenue. In January of 2023. To more customers at a higher AOV. 4 million plus. In January. Versus 3 million. In 2021. 50K a month. To over a million a week.
Escúchalo en el minuto 59:15
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