Marketero · Entrevistas
DPA Tricks to SCALE META ADS
32 ideas de marketing sacadas de «DPA Tricks to SCALE META ADS», de Professor Charley T. Sobre todo de canales de adquisición, medición y experimentos y…
- 32 ideas despiezadas
- Fuente Professor Charley T
- Dura 56 min
- Publicada en 2024
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Investigación de mercado y clienteLos negocios que no disponen de presupuestos multimillonarios deben capturar sus objetivos de ingresos y margen de contribución de Q4 semanas antes de Black Friday, evitando competir en costes publicitarios durante el pico de gasto en el que las grandes corporaciones inflan las subastas para proteger cuota de mercado.
Monday Black Friday is a season it started a month ago you should have your goal should be to have all of your Q4 Revenue in the bank your profit Target your contribution margin from marketing should be in the bank before Black Friday you do not have the money to compete with billion dooll International businesses that are trying to acquire customers and protect market share they will lose more money in a day on ad spend with awareness as an objective than you will make Revenue in your business all year you cannot play that game make your money before they start
Escúchalo en el minuto 28:09
Investigación de mercado y clienteLos negocios que no disponen de presupuestos multimillonarios deben capturar sus objetivos de ingresos y margen de contribución de Q4 semanas antes de Black Friday, evitando competir en costes publicitarios durante el pico de gasto en el que las grandes corporaciones inflan las subastas para proteger cuota de mercado.
Monday Black Friday is a season it started a month ago you should have your goal should be to have all of your Q4 Revenue in the bank your profit Target your contribution margin from marketing should be in the bank before Black Friday you do not have the money to compete with billion dooll International businesses that are trying to acquire customers and protect market share they will lose more money in a day on ad spend with awareness as an objective than you will make Revenue in your business all year you cannot play that game make your money before they start
Escúchalo en el minuto 28:09
Medición y experimentosEl ROAS y el MER son métricas engañosas porque asumen erróneamente que la inversión publicitaria de hoy es la causante directa de los ingresos de hoy. La discrepancia en los modelos de atribución y el desfase temporal del viaje del cliente (ventas derivadas de anuncios antiguos, emails o suscripciones previas) hacen que el ROAS sea un reporte del pasado sin capacidad predictiva para decidir incrementos de…
let's talk about roaz or return on ad metric roaz is built on attribution assuming that a certain dollar amount spent today is the reason that Revenue occurred today but in reality the customer journey is far more intricate spending money today odds are you would importantly if you make sales today that might be from ad spend from a month ago the point is today's ad spend isn't the only reason that today's Revenue ultimately Raz is an inaccurate number divided by a number that isn't the reason it happened that is a terrible metric and completely in actionable and a quick note me is basically…
Escúchalo en el minuto 36:41
Dominar el CPA combinado y el ciclo de caja antes de escalar pauta publicitaria
Medición y experimentosPara gestionar publicidad de forma rentable no basta con revisar el CPA reportado por Meta o el ticket promedio global; es imprescindible calcular el CPA combinado (blended) por producto estrella, los márgenes reales y el ciclo de flujo de caja del negocio.
what I tell those to advertise if you don't even know your own business kpis and margins how can you even advertise yeah I I can't tell you how many people I talk to and when I say great what's your CPA they quote me their Facebook CPA I say okay great what's your aov they don't know or they give me their overall store none of those things matter you need to understand your customer Journey what is your Blended CPA for your hero product like what does that look like what is your cash flow cycle if you cannot give me a hero offer table and a PSM analysis and the odds of
Escúchalo en el minuto 12:35
Secuenciar anuncios en Meta combinando vídeo de prospección con imagen de cierre
Canales de adquisiciónSi un anuncio de imagen estática rinde mal o atrae tráfico de baja calidad en audiencias amplias, suele deberse a que se le exige hacer prospección cuando funciona mejor como cierre o retargeting. Conviene anteponer anuncios en vídeo que abran la conversación y planteen la propuesta de valor para que la imagen actúe como un segundo impacto de cierre.
like you are trying to have a mid or bottom funnel ad do top of funnel work I'm wondering if 80% of that budget goes to an image creative what if you did video that directly that directly set up that image to be a better second touch it so that that image is a great second touch that image is the close to the sales pitch in the conversation opened up by the video that should push that image ad down in the funnel and also bring you higher quality people because odds are that image ad is better at retargeting than it is at prospecting but it's bringing you lower quality traffic and customers…
Escúchalo en el minuto 26:00
Filtrar catálogos publicitarios según la tasa de conversión por página de producto
Canales de adquisiciónPara evitar desperdiciar presupuesto en Dynamic Product Ads (DPA) y Google Shopping, cruza la entrega y gasto publicitario por ID de producto con las sesiones y conversiones de la tienda (por ejemplo en Shopify). Excluye los productos que consumen gasto pero no convierten y crea conjuntos de productos mediante 'custom labels' que contengan exclusivamente artículos con tasas de conversión superiores a la media.
tip number two there is an amazing efforts now this report is called sessions by landing page and this is in also go to your DPA ads and then look at to see something called product ID I want you to check out delivery by product ID and then reference that against the sessions by landing page and bought is what if that's the second most spent item in your product catalog if you drop a th000 bucks this week or a th000 bucks today in your catalog and something eating up $400 is a product that nobody buys get rid of it you can actually optimize your product catalog to show the products that…
Escúchalo en el minuto 17:06
Auditoría de gasto y conversión en anuncios de catálogo cruzando Shopify y Meta
Medición y experimentosPara detectar desperdicios de presupuesto, exporta el reporte de sesiones por landing page de Shopify (últimos 90 días) y el reporte de anuncios de catálogo de Meta, e interrógalos con IA para comparar la inversión asignada frente a la tasa de conversión real por producto y página.
complicated cool go to your sessions by landing page report that is the name of the report in Shopify hit up the last 90 days download that report then go to your catalog ads over the last 90 days download that report throw both of those CSV files into chat GPT and say hey can you give me conversion rate by product can you give me the conversion rate of my landing pages and then show me the items that I'm spending the most amount of money on and then you can look at those two side by side and ultimately say wow this landing page uh converts like [ __ ] and it's getting a third of my
Escúchalo en el minuto 20:17
Separar campañas publicitarias según el objetivo de negocio
Canales de adquisiciónLa estructura publicitaria no debe forzar todo en una única campaña indiscriminada, sino mantener una campaña por cada objetivo de negocio. Las promociones temporales como Black Friday o las ofertas secundarias fuera del producto principal deben gestionarse en campañas dedicadas e independientes.
here Joe first off I don't always I don't say run everything in one campaign the point is to have one campaign per business objective and we had a video a if I have a Black Friday sa Monday campaign I'll run that by itself these ad campaigns specifically designed to run for short periods of time that are promoting things outside of our hero Monday period I'm totally down to run those as like their own dedicated off offers with their own dedicated campaigns I'm totally down for that and
Escúchalo en el minuto 6:51
Regla de escalado gradual de presupuesto del 5% tres veces por semana
Canales de adquisiciónAumentar el presupuesto de anuncios un 5% tres veces por semana duplica la inversión publicitaria aproximadamente cada 33 días de forma controlada y predecible.
AC CT raising raising the 5% budget three times a week love that that'll double your account that'll double your ad spend every 33 days uh should I
Escúchalo en el minuto 50:28
Canales de adquisiciónUn anuncio de prospección con bajo valor promedio de pedido (AOV) atrae compradores de baja calidad y resulta perjudicial frente a otros anuncios, a menos que se compruebe mediante eventos de conversión personalizados que esos clientes generan un mayor valor de vida (LTV) y mejoran el ciclo de flujo de caja.
it but aov isn't part of it um if if the aov of your offer doesn't work or if that ad doesn't work if you're attracting low quality customers then ultimately that's not really the type of grow our business the the primary focus should be to buy higher quality customers so I don't care if everything in the top of fun looks good and the aov is bad and the aov is bad that's a bad ad in relation to other ads if you're beginning to optimize for customer value sense is if you if you're tracking with customers that you're buying are ones that are more likely to have a longer LTV in which case that's…
Escúchalo en el minuto 11:04
Fórmula y uso del PSM para planificar la rentabilidad y escalado publicitario
Medición y experimentosEl PSM se calcula dividiendo el Lifetime Value (LTV) entre el producto de la suma del CPA y el costo de bienes vendidos (COGS) por la frecuencia de compra [LTV / ((CPA + COGS) * frecuencia)]. Un resultado mayor a 1 indica el retorno global por dólar invertido a lo largo del ciclo de vida del cliente, permitiendo estimar cuánto más se puede gastar en adquisición a medida que el volumen incrementa.
those that don't know PSM is lifetime value divided by the sum of CPA and cogs times frequency an example of this might be lifetime value is 200 bucks CPA and cogs is 40 bucks and the average person buys 2 and half times that ultimately gives us a PSM of two meaning every dollar we spend brings two in return over the lifespan of that customer how much more we could spend to acquire the average Blended transaction in our customer Journey this also allows us to basically the more sales you get the lower the margin can be and you'll still
Escúchalo en el minuto 40:13
Medición y experimentosNo se debe juzgar el rendimiento de una campaña publicitaria en Facebook con base en variaciones diarias; es habitual registrar métricas excepcionales el primer día y caídas drásticas al siguiente antes de que el rendimiento se estabilice con el tiempo.
the second it means you should stop looking results dayto day excellent CPA you need to be looking at results Louise as what you were doing over time have you cannot look at results on day one it is very common for you to get then results tank then they balance out
Escúchalo en el minuto 48:09
Medición y experimentosEvaluar el éxito de la publicidad basándose únicamente en el ROAS es engañoso porque la métrica no contempla los márgenes de ganancia ni el flujo de caja; por ejemplo, una campaña de descuento extremo genera un ROAS desmesurado en la plataforma sin aportar dinero real a la empresa.
crypto bags Raz has nothing to do with cash flow you want the best Raz ever I'm gonna tell you right now how to get the best Raz ever hit everybody who opened an email with a 99% off coupon that Raz is going to be the best ever now do you actually make money no Raz isn't a real metric and the video breaks down why all of those things are absolute trash you should not be looking at those metrics if success is your goal
Escúchalo en el minuto 13:17
Migración de creatividades ganadoras desde Dynamic Creative Testing (DCT)
Canales de adquisiciónAl trasladar un ganador de una prueba dinámica (DCT) a un conjunto de anuncios ganador, se debe mover únicamente el identificador de publicación (Post ID) y no la configuración completa de DCT, permitiendo un período de aprendizaje para que el anuncio se integre en la nueva mezcla de entrega.
hey don't move the whole DCT to your winning ad set we move the post ID to is I would expect when you move the post ID for it not to work as well as the original ad did on day one it will take time because it's not benefiting from to give it time to get delivery and then for that to find its mix amongst the other ads and the winning ad set and
Escúchalo en el minuto 46:04
Riesgo de caída de AOV por optimización automática en anuncios dinámicos de catálogo (DPA)
Canales de adquisiciónEn campañas de catálogo dinámico (DPA/DABA), los algoritmos suelen concentrar la mayor parte del presupuesto en productos baratos debido a su alta tasa de conversión, lo que puede desplomar el ticket promedio (AOV) del negocio y generar problemas de inventario.
um for disruptor agency and we found that 63% of the spend for our Dabba campaign for a customer acquisition campaign where we're optimizing to new customer 63% of that spend went to a product that was ultimately inhibited by inventory and had the lowest aov in the business yeah the conversion rate was great and you know what happened our aov on that campaign normally in the business the aov is in like the buck 20 range the aov of that DPA effort was in the $50 range and it's because we were promoting a product that was less than 20 bucks with over 50% of the budget why you need to be looking…
Escúchalo en el minuto 21:13
Evitar descuentos porcentuales globales que atraen compradores poco leales
Oferta y precioLanzar descuentos porcentuales globales (como un 25% en todo el catálogo) compromete el flujo de caja y atrae consumidores orientados exclusivamente al precio, quienes tienen la menor lealtad de marca. Dado que la primera transacción suele ser la menos rentable del viaje del cliente, diseñar ofertas basadas solo en precio dificulta lograr recompras posteriores y deteriora el margen del negocio.
push forward a better offer do not launch a 25% sitewide or something like that that is terrible do not destroy your cash flow to buy shitty customers price conscious consumers are the least brand loyal if the reason they buy from you is because of a sale they are far less likely to ever buy from you again the least profitable sale in your customer journey is the first sale stop prioritizing the first sale in a way that makes the second sale almost impossible to
Escúchalo en el minuto 31:10
Medición y experimentosPara tomar decisiones sobre anuncios pagados, se debe medir el rendimiento de forma incremental semana contra semana y mes contra mes, en lugar de sobrerreaccionar a las fluctuaciones diarias de la fase de aprendizaje. La optimización debe guiarse por métricas financieras globales (CPA combinado, valor promedio de pedido y tasa de recompra) antes que por métricas aisladas de la plataforma.
hard to tell you the learning phase is basically Facebook's way of telling you that it has confidence in delivering a take a couple of weeks what really matters to you is performance week over is how to understand your performance week over week platform by platform so you can make week over week month over month decisions for incrementality to ultimately push forward the business objectives that are most important like Blended CPA and frequency of purchase and how to raise aov and LTV is those for I want to buy the type of customer that's likely to purchase from me more than once otherwise…
Escúchalo en el minuto 33:48
Oferta y precioEn lugar de descontar productos individuales, una estrategia efectiva para promociones como Black Friday consiste en empaquetar soluciones completas de alto valor con descuentos atractivos y combinarlas con opciones de pago a plazos, facilitando que el cliente adquiera la solución integral mientras la inversión se amortiza con sus propios resultados.
things we can do is try to push forward bundles try to push forward higher value things you want to know what that looks into the Inner Circle let me just allow you to get an one-hour Consulting call plus standard access to the Facebook ads NBA program and a month of inner circle for $2,000 off now that's a $2,000 markdown that you can put on shop pay and spread out over the next year that is a great upsell that's a take everything you can Finance it over the next year and at that point we're good to go itself this investment is profitable by 2025 and then you're just basically taking some of…
Escúchalo en el minuto 29:00
Oferta y precioEn lugar de descontar productos individuales, una estrategia efectiva para promociones como Black Friday consiste en empaquetar soluciones completas de alto valor con descuentos atractivos y combinarlas con opciones de pago a plazos, facilitando que el cliente adquiera la solución integral mientras la inversión se amortiza con sus propios resultados.
things we can do is try to push forward bundles try to push forward higher value things you want to know what that looks into the Inner Circle let me just allow you to get an one-hour Consulting call plus standard access to the Facebook ads NBA program and a month of inner circle for $2,000 off now that's a $2,000 markdown that you can put on shop pay and spread out over the next year that is a great upsell that's a take everything you can Finance it over the next year and at that point we're good to go itself this investment is profitable by 2025 and then you're just basically taking some of…
Escúchalo en el minuto 29:00
Inadecuación del ratio LTV:CAC estándar en modelos de comercio electrónico
Medición y experimentosEl ratio LTV a CAC no refleja fielmente la economía del comercio electrónico físico, ya que la fórmula habitual omite el costo de los bienes vendidos (COGS) y los costos operativos continuos necesarios para incentivar segundas y posteriores compras a lo largo del ciclo de vida del cliente.
toour is LTV to CAC my man Alex heroi what is the lifetime value of a customer and how much did it cost to acquire them wrong I'm just saying that's not for your business it's for a gym not e-commerce because there's two simple account first products cost money so that TV divided by the CAC doesn't actually include the cost of any good sold also every sale costs money there's no way to prevent ever spending money on idea that once somebody buys from you you never invest a single operational Dollar in getting a second sale from can have 100% confidence in that CAC number is something that is…
Escúchalo en el minuto 38:05
Evitar campañas separadas para variaciones del mismo creativo
Canales de adquisiciónLanzar variaciones creativas (como una versión en video de un post estático) en campañas independientes fragmenta los datos y pone a los anuncios a canibalizarse entre sí; deben correr juntos en la misma campaña.
account worse uh don't launch in a new campaign launch it right alongside that image Anthony um you C if you launch separate campaigns understand that those are two different ads with two different sets of data that are conflicting with each other you've basically launched two salesmen against the same neighborhood and whoever knocks on the door first
Escúchalo en el minuto 51:15
Canales de adquisiciónLa restricción de no aumentar el presupuesto publicitario en más del 20% para evitar reiniciar el algoritmo es irrelevante si la campaña todavía no ha salido de la fase de aprendizaje; al no existir una línea base de optimización previa que romper, un incremento presupuestario drástico representa un riesgo asumible si se necesita acelerar el crecimiento.
about the 50 to 500 yes however if you are not out of the learning phase at all yet then we don't really have to worry about the algo having a hissy fit then we don't really have to worry about the algo having hisy fit because it hasn't been established yet there's no Baseline to really [ __ ] up so in that case we're okay with making that move because that move is a leveraged risk um you need to grow quickly if you need to 10x then you are making the decision decisions so in that way it's a leverage
Escúchalo en el minuto 27:07
Oferta y precioEn eventos como Black Friday, en lugar de deteriorar la rentabilidad futura con descuentos profundos y topes de coste, conviene lanzar ofertas de ticket más alto, upsells y productos de mayor valor para adquirir clientes de mejor calidad con potencial de recompra.
I hope that you're running uh rebuttal upsells I hope that you are launching higher value uh offers like I hope that you are trying to buy higher quality customers um most ad agencies will talk about the discounts you can run with cost caps and I'll say Hey you could do that or you could instead of destroying next year for your business buy higher quality customers so that you can scale two or three or four or five or 10 uh X
Escúchalo en el minuto 8:32
Oferta y precioEn eventos como Black Friday, en lugar de deteriorar la rentabilidad futura con descuentos profundos y topes de coste, conviene lanzar ofertas de ticket más alto, upsells y productos de mayor valor para adquirir clientes de mejor calidad con potencial de recompra.
I hope that you're running uh rebuttal upsells I hope that you are launching higher value uh offers like I hope that you are trying to buy higher quality customers um most ad agencies will talk about the discounts you can run with cost caps and I'll say Hey you could do that or you could instead of destroying next year for your business buy higher quality customers so that you can scale two or three or four or five or 10 uh X
Escúchalo en el minuto 8:32
Medición y experimentosOptimizar exclusivamente para maximizar el margen de contribución en la primera venta limita el crecimiento al ignorar el valor a largo plazo (LTV). Priorizar la rentabilidad del día uno impide adquirir clientes estratégicos cuyo mayor volumen de gasto ocurre en compras posteriores.
so now let's talk about contribution margin this is often seen as the true profit per sale and optimizing for contribution margin it's a focus on maximizing the profit per dollar spent on day one one of the biggest gaps here is that it completely ignores lifetime value this approach limits the ability to build high value customer Journeys because of the focus on short-term decisions this places a priority on day one profitability instead of stability optimize for people who are of more value if that value comes after the first sale instead of making a onetime $10 profit what about acquiring a…
Escúchalo en el minuto 39:14
Medición y experimentosOptimizar exclusivamente para maximizar el margen de contribución en la primera venta limita el crecimiento al ignorar el valor a largo plazo (LTV). Priorizar la rentabilidad del día uno impide adquirir clientes estratégicos cuyo mayor volumen de gasto ocurre en compras posteriores.
so now let's talk about contribution margin this is often seen as the true profit per sale and optimizing for contribution margin it's a focus on maximizing the profit per dollar spent on day one one of the biggest gaps here is that it completely ignores lifetime value this approach limits the ability to build high value customer Journeys because of the focus on short-term decisions this places a priority on day one profitability instead of stability optimize for people who are of more value if that value comes after the first sale instead of making a onetime $10 profit what about acquiring a…
Escúchalo en el minuto 39:14
Medición y experimentosCrea eventos de conversión personalizados en tus plataformas de seguimiento para cada categoría de producto, lo que permite identificar con precisión qué categorías específicas están impulsando las ventas dentro de los anuncios de catálogo dinámico.
number one move I want you to create custom conversion of vents for each category of product that you have and why this really matters is because when you're running your catalog ads I want you to see what sales are happening around which categories and if you
Escúchalo en el minuto 16:44
Medición y experimentosUn anuncio de prospección en etapa temprana que combina un CPM alto con una frecuencia baja y baja eficiencia suele reflejar un rechazo de la audiencia, indicando que el anuncio difícilmente funcionará y debe ser descartado.
about an ad that has a high CPM low frequency and bad efficiency High CPM means that people don't like it low frequency means that it's showing upper funnel not to people over often and bad efficiency okay this is just a bad um if you have a high CPM generally speaking a high CPM low frequency means it's a [ __ ] ad just move on odds are it's not going to work out
Escúchalo en el minuto 45:14
Mecanismo de captura de intención en campañas Advantage+ Shopping
Canales de adquisiciónLas campañas Advantage+ (ASC) en Meta impactan a usuarios en fondo de embudo con alta intención de compra activa en lugar de educar a una audiencia fría, funcionando conceptualmente como anuncios de intención tipo Google Ads.
ASC campaigns targets people bottom of the funnel even they haven't hearded the product then it's more about intent andless about matching the product to the audience yes because ASC ads show people your content because they're in Market to buy not because they know about you or want to see your content so and more of a Google ads sty based on intent absolutely so if that's true you could steal those sales from competitors
Escúchalo en el minuto 53:45
Los anuncios de imagen estática acceden a más ubicaciones y menor CPM que los vídeos debido a su adaptabilidad de formato
Canales de adquisiciónLas creatividades estáticas suelen obtener una mayor distribución y un CPM más bajo en las plataformas publicitarias en comparación con los vídeos, ya que se adaptan a una gama más amplia de emplazamientos disponibles frente a formatos de vídeo rígidos (como 9:16).
placement understand that generally speaking images are going to be shown in more places than videos because they fit more available formats and videos tend to fit the format in which the video was edited to so if it's a 9 by6 video odds are it's getting less delivery in a one by one space um in my ad account a
Escúchalo en el minuto 43:27
Configuración de campañas CBO para ofertas de refutación de objeciones sin exclusión de audiencias
Canales de adquisiciónNo es necesario excluir la audiencia de la campaña principal ('hero campaign') al lanzar campañas de 'rebuttal upsell'. Es recomendable agrupar varias ofertas de superación de objeciones dentro de una campaña CBO (Advantage Campaign Budget) para evaluar de forma continua qué oferta es más eficaz a la hora de cerrar ventas.
audiences how do I exclude this audience in my hero campaign you don't the rebuttle up sell offer overcomes objections of people that in your hero campaign but also think of your hero campaign as also having the ability to make sales but setting up that rebuttal upsell uh from what I understood I going have several offers of my rebuttal upsell campaign with those being a CBO yes those will be in a CBO and I would evaluate which ones are most effective for you and then move forward from there for pi analysis doesn't just work on ads it also works on offers okay everybody
Escúchalo en el minuto 55:46
Acelerar la salida de la fase de aprendizaje asumiendo falta de rentabilidad inicial
Canales de adquisiciónSi el flujo de caja del negocio lo permite, es una táctica viable escalar rápidamente el presupuesto diario para forzar el volumen de datos necesario que permita superar la fase de aprendizaje del algoritmo, tolerando márgenes negativos o nulos durante la primera semana.
warm up and vert would it make sense to increase the budget from 50 to 500 expect that it will be not profitable for a week and then only after that period I began using the 5% yeah you can do that if you can afford it um I I'm you not really taking advantage until you pass to the learning phase and by Allan I think if you can afford it uh budget if that's in your budget man
Escúchalo en el minuto 5:29
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