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Dynamic Creative & Machine Learning | Adspend | Charley Tichenor
26 ideas de marketing sacadas de «Dynamic Creative & Machine Learning | Adspend | Charley Tichenor», de Professor Charley T. Sobre todo de canales de…
- 26 ideas despiezadas
- Fuente Professor Charley T
- Dura 54 min
- Publicada en 2023
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Investigación de mercado y clienteAntes de dividir la adquisición de un producto en embudos o campañas separadas según avatares o ángulos creativos, evalúa los unit economics de cada segmento (CPA, tasa de segunda compra y LTV). Si el comportamiento económico es similar, deben consolidarse en un único objetivo de negocio y campaña; solo deben separarse si sus diferencias de retención o flujo de caja justifican estrategias comerciales distintas.
no it totally makes sense I look at this in two ways and the first thing I'm going to do is a PSM analysis on those audiences I want to know that beauty buyer do they behave the same as the weight loss buy or you know right do they behave the same do they have the same second practice rate out CB CPA do the unit economics of that type of buyer match and if so then yes it's one business objective one campaign if the unit economics of about attention are different then I will separate them out with different business objectives and different unit economics for customer Journeys I want to…
Escúchalo en el minuto 42:10
Sistema de testeo creativo 'Destronar al campeón'
Medición y experimentosPara alinear a los creativos con los compradores de medios y eliminar la fricción subjetiva, se aprueba un concepto central, se generan cuatro iteraciones y se ponen a competir en bloque contra el anuncio que mejor rinde actualmente ('el campeón').
this was um gamify it and so essentially you have your creatives and every week we'd run a test and to Charlie's point we'd throw it into the mix and you try and Dethrone the champion if you don't ran it was essentially we would green light one core concept the creative agency would give us four iterations of that that core concept and then we' run all those iterations and then we would systemization portrayed a feeling of fairness where to your point like oh my creatives were getting a shot did this beat the the champion creative and a lot of like here's our core concept you need to develop…
Escúchalo en el minuto 30:34
Canales de adquisiciónSi un anuncio no logra capturar gasto de forma natural frente a otros creativos en la cuenta, significa que el algoritmo de Meta lo considera ineficiente o contrario a sus objetivos de retención; el algoritmo premia con impresiones más baratas a los anuncios que alinean con su modelo.
number one if it doesn't earn spend it's anybody said about it it doesn't earn spend it doesn't meet your business partners objectives yep it's a liability the end of the day Facebook is the quarterback and if you're AB good they're going to throw you way more Impressions cheaper than this other re stay so if that ad doesn't get spent Facebook and whatever they've decided is this is a liability to our business leveraged out so if that ad doesn't get delivery it's a clear sign that for whatever reason it's ultimately not meeting the business objectives of your
Escúchalo en el minuto 15:08
Canales de adquisiciónEl modelo de negocio de Meta se basa en retener la atención del usuario dentro de la plataforma el mayor tiempo posible, premiando creativos que prolongan la estancia; por el contrario, Google y Amazon monetizan resolviendo la intención para enviar al usuario a su destino lo más rápido posible.
do is they retain attention for as long as possible Google and Amazon their business model is to give you off of Google and off of Amazon as quickly as possible so the business objective of how to be good at Google and how to test for that is how do I give somebody what they want so they leave Facebook is how I get somebody what they want so they'll stay so if that ad doesn't get spent
Escúchalo en el minuto 17:15
Estrategia de contenidosEnseñar al director creativo a extraer y leer los informes de rendimiento publicitario (qué anuncios consumen presupuesto y cuáles no) alinea sus incentivos con los del comprador de medios. Esto transforma el proceso de diseño en un reto analítico orientado a batir ('destronar') continuamente al anuncio con mejor rendimiento.
get better and better at it and one of the things that I did when I've had in-house teams is and I've notice this works if they have the right head on the shoulders of the person that's there but I let very much I T the created director how to pull reports in Facebook and I literally was like these are the ads that are spending these are the ones that aren't like this is what's working this is what isn't and then we would have conversations of like how do I get how can I work with you to to Dethrone in my best interest to to help you de the best one so what do we need to do now we got a…
Escúchalo en el minuto 35:19
Probar nuevas creatividades directamente en campañas CBO escaladas en vez de entornos aislados
Canales de adquisiciónEs preferible introducir los nuevos anuncios directamente en una campaña principal de presupuesto a nivel de campaña (CBO) para competir contra los anuncios ganadores existentes, en lugar de usar campañas de testeo aisladas. Las pruebas separadas generan un alto costo de oportunidad temporal y de flujo de caja (demorando semanas en validar algo que quizás no escale), mientras que la CBO asigna presupuesto…
well great so tooky three weeks to identify a winner that could have been a banger on day three like if it is that cut the opportunity cost is forever ago and cash flow is K you wasted 20 30 days then get something that then ask to start and ultimately becomes a winner that's a huge liability have been proven if you were to directly test that against the the big Winners right off the bat um and if it was you've already you you've cut down the versus let me just stick this in another adset in a CBO that's scaled up to 10 20K a day and if it does get to spend and it is converted I already know…
Escúchalo en el minuto 11:52
Canales de adquisiciónForzar presupuesto mediante micromanipulación en anuncios que la subasta no eligió crea conjuntos aislados que compiten internamente entre sí, elevan los CPMs de la cuenta y aceleran el desgaste y muerte de los activos publicitarios.
spent $5,000 on this creative I need to see if it has some legs or whatever it is to and if Facebook's not going to spend on it well I have to for spend on it and see what happens myself right have an ad account account with a bunch of isolated Killers that're all dying off faster and faster and faster because you set up a system that predicates itself on you having to be right and that creates depreciation in all those assets and while that's happening generally speaking your cpms are going up too cuz now you got a bunch of killers that all work in isolation competing against each other and…
Escúchalo en el minuto 18:42
Canales de adquisiciónForzar presupuesto mediante micromanipulación en anuncios que la subasta no eligió crea conjuntos aislados que compiten internamente entre sí, elevan los CPMs de la cuenta y aceleran el desgaste y muerte de los activos publicitarios.
spent $5,000 on this creative I need to see if it has some legs or whatever it is to and if Facebook's not going to spend on it well I have to for spend on it and see what happens myself right have an ad account account with a bunch of isolated Killers that're all dying off faster and faster and faster because you set up a system that predicates itself on you having to be right and that creates depreciation in all those assets and while that's happening generally speaking your cpms are going up too cuz now you got a bunch of killers that all work in isolation competing against each other and…
Escúchalo en el minuto 18:42
Estrategia de contenidosEn publicidad de pago, las creatividades informales y de baja producción (como fotos caseras con móvil o imágenes espontáneas del equipo) superan con frecuencia a producciones de alto coste e influencers caros. Los media buyers y fundadores no deben apegarse emocionalmente a piezas estéticamente perfectas, sino centrarse en lo que genera rentabilidad.
call it was a $100,000 call and we lost another 175 on me chasing it and I got to I paid a Kardashian 100 Grand to Shi shake I think we made 15K 175k so we were out almost 300,000 more or less like 250 after the chest the best ad we had running at that time was a stupid picture that the receptionist took in the kitchen making a shake with an iPhone and it was like an iPhone 6 and we just threw it up as an had like every single big gun super fancy creative agency and this stupid fing picture it was literally that cheesy picture of the company people in front of like the branch office oh yeah I…
Escúchalo en el minuto 36:53
Alineación de adquisición de clientes con el ciclo estacional de flujo de caja
Oferta y precioSincroniza el perfil de cliente adquirido con la estacionalidad del año: prioriza en Q4 la captación de clientes de alto LTV ('dinero a largo plazo') aprovechando la alta intención de compra natural sin recurrir a descuentos agresivos que erosionen margen, y busca perfiles de ciclo de compra corto en Q1 para financiar y alimentar la retención por CRM durante Q2 y Q3.
my business objective so if it's quarter form I'm going after all the the long money I can like I'm going after the the older woman that's going to spend more money because I know I'm getting them at a discount like allow them to make the mistake in Q4 offering discounts which is like the dumbest thing ever you're getting to be to buy from you it for a cheaper cost buying intent is high so you're getting the sale for a lower price you're accessing higher LTB at a larger margin so in that case I'm going to go after long money in Q4 q1 I'm going work the short money so the time should expect it…
Escúchalo en el minuto 43:22
Canales de adquisiciónDeclarar anuncios ganadores en campañas de prueba de bajo presupuesto con pocas conversiones genera conjuntos de datos de baja fiabilidad ('billetes de lotería'); además, inundar la cuenta con anuncios perdedores encarece los costos publicitarios generales y degrada la optimización algorítmica.
mistaken opinion that your testing starts your testing campaign but it doesn't your testing campaign is seeing what lottery ticket do you want to actually install to your scaling campaign and your test doesn't actually start until it hits that scaling campaign because it doesn't actually have to spend any meaningful money until it hits there so you're pulling Lottery tickets to seeing what you think your best chance is to actually start your creative test okay great your winner had what three sales five 10 how many sales when were day on for me that's a very low Integrity data set built on an…
Escúchalo en el minuto 6:09
Medición y experimentosApagar anuncios basándose exclusivamente en un CPA alto dentro del administrador de anuncios puede perjudicar gravemente el negocio, ya que muchas veces esos anuncios generan la atención inicial que alimenta otros canales; apagarlos puede reducir el volumen de búsqueda orgánica y las tasas de captación de email, afectando la rentabilidad global.
calendar what if that has a bad CPA is that bad for you the answer might be no like I was just doing some great stuff and like their bad ad gets all the spend and as soon as they turn it off their search volume goes down by like 20% their email on take rate moves down by like five or 10 as soon as they turn that bad ad off they lose a ton of money because Facebook isn't shouldn't be your source of Revenue Facebook is a business model amplification device you are buying attention and your job as a business operator is to monetize that attention the most effective way and if you are relying…
Escúchalo en el minuto 13:23
Canales de adquisiciónEl modelo tradicional de validar anuncios en una campaña de testeo a bajo presupuesto para luego trasladar los ganadores a una campaña de escalado suele fallar: un creativo exitoso en un entorno aislado con pocos datos frecuentemente no logra competir frente a anuncios consolidados a mayor escala.
the problem is like you're deciding your task to set up that like have no confidence with that data it might be really good but it's not doing good at a one of the most uh popular account structures right is you have a testing campaign and a scaling campaign right so the the theory here is you know you got your you got you know new creatives that come in every week you set up a test campaign um you know set it on Broad let it run for seven days hey you got a winner cool let's toss it into this to this scaling campaign right um that for can agree to this that the sometimes doesn't is the issue…
Escúchalo en el minuto 0:26
Optimizar la tasa de segunda compra para reducir el CAC blended
Retención y relación con el clienteEn marcas con datos de LTV tempranos (donde el cliente promedio solo compra una vez), el foco operativo debe orientarse a provocar la segunda compra en los primeros 30 a 60 días para reducir el costo de adquisición combinado (blended CAC).
do have LTB if your LTV is won't purchase that's your LTV and that data you've been 30 days your LTD purchas is one set what can you do to get a second Pur then Shi your business what to get you the best second purchas rate so you're reducing your cost per acquisition including the Blended and
Escúchalo en el minuto 46:39
Medición y experimentosAdquirir audiencias o líneas de producto con bajo LTV no solo merma el margen directo, sino que multiplica la complejidad operativa al exigir duplicar inventarios, flujos de email, páginas de destino y soporte postventa, encareciendo el negocio global.
skin and you know sh is maybe a hair customer lower CPN the LTV is terrible buyer I lose 20 cents of opportunity customer and it hurts my inventory cuz now I got stock two different types of two completely different email flows two completely different like landing page of customer service like the post purchase costs aren't double they're like triple or quadruple because of the making my business way more difficult so that I can make less money and to work
Escúchalo en el minuto 45:23
Evitar la falacia del costo hundido al testear creativos en Facebook Ads
Canales de adquisiciónEn plataformas como Facebook Ads los anuncios rara vez remontan: funcionan desde el inicio o no lo hacen. Gastar presupuesto adicional para validar o rescatar un anuncio costoso que no despega es arrojar dinero bueno tras dinero malo.
me the situation you get into there is good money behind bad money if they created an ad that is not performing do you really want to spend $10,000 to validate that this ad does not perform like there's a economic thingy to get nerdy um of sunk costs like that money's spent dog pump you pumping the tires on this car that doesn't have an engine great very rarely do you have this come from behind like if anything Facebook is not a come from behind story like you win or you don't and so then you get to
Escúchalo en el minuto 25:36
Medición y experimentosEn lugar de juzgar los anuncios como 'buenos' o 'malos', el media buyer debe operar bajo el método científico (hipótesis confirmada o refutada), utilizando los fallos para refinar briefs futuros con reglas concretas sobre qué elementos evitar.
intended is that the best media buyers I know don't think of things in good or bad they think of things in the scientific method here's my thesis here's where I think it's going to end up and then you measure it and here's where it ended up because if you get me or the ads don't like me this is totally aoral it's just is this the system I'm running and is this system producing the results I want okay this experiment did not that's great there's some learnings that I can ingrate where they are absolutely not working so now I have an even more tighter brief to then give to my creative of like…
Escúchalo en el minuto 32:55
Briefear a los creadores de contenido a partir de objetivos concretos de métricas y embudo
Estrategia de contenidosEn lugar de encargar contenido publicitario a ciegas, se debe solicitar material a agencias o creadores entregando briefs muy específicos basados en los huecos de la cuenta (etapa del embudo, objetivo de CPM o CPA), evaluando al equipo creativo por su tasa de acierto frente a esa necesidad de negocio.
be able to say now let's take it to the end the G I've got a very simple campign where I've got four five six control ads and I know the frequency and the CPM by day on these ads and I know how they're affecting my Omni Channel marketing and I've got the incremental lift nailed down I can go to my creative team and say I need a video ad that will Target midf funnel that's going to have a better CPM or CPA than something else here's the thing it has to be now my creative shop isn't just dumping out things that they like and now my efficiency but now that creative team is being evaluated on…
Escúchalo en el minuto 23:36
Estrategia de contenidosEn la marca Underoutfit, un anuncio simple creado directamente dentro de la herramienta nativa de pase de fotos de Facebook con 5 a 6 imágenes estáticas de una sesión logró escalar hasta casi 2 millones de dólares de gasto publicitario.
and like I mean it under outfit we had an ad that was quite literally from a photo shoot I built it in the slideshow I think Felix built it in the slideshow in Facebook's ad unit like just the here's an ad here's five six images put it in in a little video that one ad spent like nearly $2
Escúchalo en el minuto 24:42
Estrategia y decisiones de negocioAl prestar servicios de agencia o consultoría, es fundamental estructurar las propuestas mostrando escenarios de despliegue de capital y sus resultados e implicaciones previstas, asesorando con recomendaciones claras pero asumiendo que la decisión final sobre los riesgos y el presupuesto recae siempre en el cliente.
constantly reframe it as it's not your money and so you need to say hey here's the way I can deploy your Capital here's what I think the expected outcomes are which way do you want me to drive and end of the day you're driving their boat and you you need to be cognizant of basically everything you're saying is going to be a recommendation ideally it decision but um being able to lay that groundwork and help the founder or whoever your boss is at the time understand that implications of their
Escúchalo en el minuto 40:16
Medición y experimentosAislar variables para evaluar creatividades funciona en medios con inventario y CPM fijos (como banners en sitios web), pero resulta ineficaz en plataformas como Facebook Ads, cuyo algoritmo opera con un modelo de CPM optimizado centrado en la experiencia del usuario.
the way to go because the CPM is a constant cost and because you don't have control over the environment so it's a the inventory is a constant so if the inventory is a constant you're just testing to see what gets you the best result so in that way it absolutely makes sense to isolate your variables see what works and then amplify the one that does the best the problem is at its core Facebook is not that and it really hasn't ever been that it is an optimized CPM environment optimizing for the end user experience so at its very core the DNA of that test because Facebook itself is predicated on…
Escúchalo en el minuto 5:07
Canales de adquisiciónForzar la entrega de gasto publicitario en anuncios individuales dentro de entornos aislados puede dar conversiones iniciales, pero acelera la fatiga del anuncio, empeora el entorno de control y genera un sistema que no escala a largo plazo.
more things in there so you're setting up a system that ultimately can't scale so even if you're right the net outcome of EXT shling that out 10 moves is you're dead so probably not a good idea the other thing that will happen is you do that and maybe it does work for a while and then it doesn't and you get what you do see is your environment gets directly impacted by it and do I want one ad that works well but I know because I'm forcing delivery I'm going to see ad fatigue which is a choice and I'm creating ad fatigue on this asset while also depreciating my control environment is that net…
Escúchalo en el minuto 20:05
Canales de adquisiciónForzar la entrega de gasto publicitario en anuncios individuales dentro de entornos aislados puede dar conversiones iniciales, pero acelera la fatiga del anuncio, empeora el entorno de control y genera un sistema que no escala a largo plazo.
more things in there so you're setting up a system that ultimately can't scale so even if you're right the net outcome of EXT shling that out 10 moves is you're dead so probably not a good idea the other thing that will happen is you do that and maybe it does work for a while and then it doesn't and you get what you do see is your environment gets directly impacted by it and do I want one ad that works well but I know because I'm forcing delivery I'm going to see ad fatigue which is a choice and I'm creating ad fatigue on this asset while also depreciating my control environment is that net…
Escúchalo en el minuto 20:05
La dependencia crítica del canal de pago revela fallas estructurales en el negocio
Canales de adquisiciónSi la viabilidad económica de una empresa depende exclusivamente de la eficiencia diaria de plataformas de anuncios como Facebook para subsistir, el modelo de negocio y su retención son deficientes.
be fair if you need Facebook to work to be in business you don't have a good business
Escúchalo en el minuto 47:51
Canales de adquisiciónInvertir grandes presupuestos en agencias creativas para anuncios de alta producción no garantiza rendimiento; piezas simples y rápidas diseñadas internamente pueden batir en resultados a producciones costosas, liberando capital para pauta o influencers.
mean you know rip the creative agency but um we were building ads in CA that were destroying these high production ads and so it got to a place of like dude we don't need to spend like $20,000 to run this ad account on creatives let's spend it more on ads or let's throw events or to Charlie's point let's hire influencers and so I I love the
Escúchalo en el minuto 26:15
Baja frecuencia de sustitución del anuncio 'campeón'
Medición y experimentosEn un proceso sistemático de experimentación publicitaria a lo largo de casi dos años, solo 4 de entre 50 y 60 pruebas creativas lograron superar el rendimiento del anuncio ganador vigente.
dude we I was there for almost two years and I think like there was four times four times we were a dethrown the champion out of I can't like 50 tests maybe 60 tests so it's what I I guess
Escúchalo en el minuto 32:38
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