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Dynamic Creative & Machine Learning: Adspend with Charley Tichenor
25 ideas de marketing sacadas de «Dynamic Creative & Machine Learning: Adspend with Charley Tichenor», de Professor Charley T. Sobre todo de medición y…
- 25 ideas despiezadas
- Fuente Professor Charley T
- Dura 54 min
- Publicada en 2024
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Medición y experimentosUn anuncio con un CPA aparentemente malo dentro de Facebook puede estar alimentando el resto del ecosistema de ventas; apagarlo puede reducir las búsquedas de marca y la captación de correo en otros canales, ya que las plataformas publicitarias actúan como amplificadores de atención para todo el modelo de negocio.
calendar what if that has a bad CPA is you the answer might be no like I was 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 5 or 10 as soon as they turn that bad ad off they lose a ton of 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
Escúchalo en el minuto 13:25
Canales de adquisiciónEn lugar de aislar anuncios en campañas de testeo que tardan semanas en acumular conversiones con presupuestos marginales, conviene introducirlos directamente en campañas escaladas (CBO) junto a los mejores anuncios; si el algoritmo les asigna gasto y convierten en ese entorno competitivo, se valida de inmediato su capacidad de escala sin perder semanas de flujo de caja.
one at Best what you've done is you set problem is it's also in direct for in like a CBO environment where well great so took you 3 weeks to identify a winner that could have been a like if it is that cut the opportunity that success forever ago and cash flow have been proven if you were to directly test that against the the big Winners versus let me just stick this in another adet in a CBO that's scaled up to 10 20K a day and if it does get to spend and it is converting I already know that it has the legs to compete at that
Escúchalo en el minuto 10:52
Medición y experimentosEnseñar al equipo creativo a consultar reportes de rendimiento y distribución de gasto en Facebook Ads permite alinear el diseño con los datos para trabajar juntos en destronar sistemáticamente al anuncio ganador.
the things that I did when I've had inhouse teams is and I've noticed this I let very much I taught the creative 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 s to Dethrone as well let's work together so that that's that like it's in my best interest to help you Dethrone the best one so what
Escúchalo en el minuto 35:24
Modelo 'destronar al campeón' para pruebas creativas sistemáticas
Medición y experimentosPara gestionar la relación entre creadores y compradores de medios, se debe implementar una cadencia semanal donde se aprueba un concepto central con cuatro iteraciones que compiten contra el anuncio de mejor rendimiento ('el campeón'), eliminando la fricción emocional y asegurando un proceso de evaluación objetivo.
this was um gamify it and so essentially you have your creatives and every week we 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 Creator agency would give us four iterations of that core concept and then we' run all those iterations and then we would you long didn't read is the systemization portrayed a feeling of fairness where to systemization of getting in that Cadence of the creative of like here's our core concept you need to develop these Core Concepts give me four iterations let's run these four…
Escúchalo en el minuto 30:36
Canales de adquisiciónSi un anuncio no gana gasto de forma natural en Meta, forzar la inversión aislándolo en conjuntos de anuncios separados suele inflar los CPMs y acelerar la fatiga creativa, ya que los anuncios terminan compitiendo entre sí en lugar de permitir que el algoritmo asigne presupuesto a los activos más eficientes para retener usuarios.
true number one if it doesn't earn spend doesn't earn spend it doesn't meet your stay so if that ad doesn't get spent leveraged out so if that ad doesn't get delivery it's a clear sign that for and if Facebook's not going to spend on it well I have to for spend on it and all and in a month and two months you have an ad account with a bunch of isolated Killers they're all dying off faster and faster and faster because you generally speaking your cpms are going up too because now you got a bunch of killers that all work in isolation competing against each other and one dog to eat now they're…
Escúchalo en el minuto 15:09
Investigación de mercado y clienteLa decisión de separar públicos o casos de uso de un mismo producto en campañas y embudos distintos debe basarse en la discrepancia de sus unit economics (CPA, recompra y LTV), no únicamente en diferencias creativas o de buyer persona.
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 buyer or you know right do they behave the same do they have the same second practice rate LTV 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 that attention are different then I will separate them out with different business objectives and different Union economics for customer Journeys I want to identify this Union economics and then…
Escúchalo en el minuto 42:14
Canales de adquisiciónEn paid media se debe evitar el apego emocional o el dogma hacia piezas de alta producción, ya que creatividades espontáneas, simples o de baja calidad visual frecuentemente superan el rendimiento y la captación de campañas sofisticadas.
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 6 and we just threw it up as an Instagram story and it got like 500,000 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 remember this one never dethroned it dude and it was the so I mean the for me the T long didn't read it was just like never be attached or have dogmas because the weird can win…
Escúchalo en el minuto 37:51
Briefear a los equipos creativos con objetivos de negocio e hipótesis métricas específicas
Estrategia de contenidosEn lugar de permitir que las agencias o creadores produzcan contenido según su gusto, se les debe asignar briefs con requerimientos de negocio exactos (etapa del embudo, objetivo de CPM o CPA) y evaluarlos según su tasa de acierto frente a esas restricciones.
lift nailed down I can go to my creative team and say I need 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 but now that creative team is being evaluated on their hit rate of taking the extraordinarily specific creative brief of the business objective that needs to be solved for and they can deliver hits often enough to pay for themselves
Escúchalo en el minuto 23:53
Evitar la falacia del costo hundido en creatividades publicitarias caras
Medición y experimentosInvertir un presupuesto alto en la producción de un video o anuncio no justifica forzar presupuesto publicitario adicional para validarlo; en plataformas como Facebook los anuncios ganan o pierden de inmediato y rara vez remontan.
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 or whatever percent of budget and so I there's a economic thingy to get nerdy um of sunt costs like that money's spent dog pump you pump in the tires on this car that doesn't have an engine like is that really like I think one of the jobs of media buyers or CMOS or marketing leaders is capital allocation you know great very rarely do you have this come from behind like if anything Facebook is not a come from…
Escúchalo en el minuto 25:39
Investigación de mercado y clienteAdquirir segmentos de clientes con menor LTV puede parecer viable por tener un costo por adquisición o CPM inicial más bajo, pero multiplica de forma desproporcionada la complejidad operativa: inventario dual, logística, secuencias de email distintas, tests de landing pages y atención al cliente, erosionando la rentabilidad neta.
separate that out is a hair custom we the same as a skin and the know is maybe air cust has a lower CPN and the LTV is terrible well I'm make the decision I'm basically never going to not so am I going to cost if I can make a nickel or I can make a quarter I could make a profit on the nickel but it cost me 20 cents to do it maybe the hair buyer I lose 20 cents of opportunity cost every time I buy that customer and it hurts my inventory cuz now I got stock two different types of things my my Supply s my packing ship my bundle offers my up I got to now test two completely different email flows…
Escúchalo en el minuto 45:22
Medición y experimentosLa compra de medios debe gestionarse como un proceso científico de verificación o refutación de hipótesis y no como una sucesión de aciertos o fracasos emocionales; los anuncios perdedores son valiosos porque definen restricciones claras que mejoran los futuros briefs creativos.
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 and here's where it ended up I want okay this experiment did not that's great there's some learnings that I can INR where hey I don't need to put working so now I have an even more tighter brief to then give to my systemization and the more you can shift your framing from successful or unsuccessful versus the thesis verified or thesis um nullified I think that's soap boox spe keep the emotion out…
Escúchalo en el minuto 32:57
Medición y experimentosElegir un anuncio ganador basándose únicamente en 3 a 10 ventas dentro de una campaña de testeo con bajo presupuesto genera datos de baja integridad; la verdadera prueba de rendimiento de un anuncio ocurre cuando se enfrenta a un gasto significativo en la campaña de escala.
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 sh50 ads okay great your winner had what three sales five 10 how many sales when got lucky the most is that anything at 50 bucks a day 500 a day that you want to spend 5,000 or 50,000 or 100,000 a day on for me that's a very low Integrity data set built on a non-actionable set of data that I'm then risking…
Escúchalo en el minuto 6:14
Canales de adquisiciónEl modelo de negocio de Meta se basa en retener la atención del usuario en su plataforma el mayor tiempo posible, mientras que el de Google y Amazon busca resolver la intención del usuario para enviarlo a su destino rápidamente. La efectividad creativa en cada canal depende de alinearse con el incentivo intrínseco de cada plataforma.
on the catch Facebook's business 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 to they leave Facebook is how they give somebody what they want so they'll
Escúchalo en el minuto 17:10
Canales de adquisiciónLas creatividades sencillas y de bajo costo de producción frecuentemente superan el rendimiento de producciones costosas, por lo que conviene reducir el gasto en agencias creativas para destinar más capital a pauta publicitaria, eventos o colaboraciones con creadores.
but um we were building ads in CA that were destroying these high production ads and so it got to 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 example
Escúchalo en el minuto 26:20
Medición y experimentosProbar y validar anuncios nuevos en un entorno de prueba aislado hasta acumular entre 100 y 200 conversiones permite verificar el CPA y justificar el coste de producción antes de introducirlos a competir en la campaña principal de control.
which is if I'm if I'm validating the test outside the main environment 100 200 conversions whatever and then saying okay well I have a better bet tossing it back into the big boy boys that to me I feel like one on an investment perspective I spent 5K on this creative I've prove that it can convert now let me see if it can kind of convert with the big boys that's where like I feel like I can justify my cost outside of
Escúchalo en el minuto 21:46
Canales de adquisiciónEl método tradicional de aislar variables funciona en medios con inventario y CPM fijo (como banners publicitarios clásicos), pero resulta ineficaz en plataformas como Meta, cuyo algoritmo opera con un CPM dinámico optimizado según 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 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 where it comes from is something that Facebook…
Escúchalo en el minuto 5:09
ConversiónLanzar decenas de creatividades distintas al mismo tiempo atrae tipos de atención dispares a la tienda, lo que invalida cualquier test de página de aterrizaje y encarece la pauta publicitaria al desperdiciar presupuesto en variaciones perdedoras.
is because you're launching so many tests how many different types of attention are you bringing into your store like any landing page test that you run as soon as you change the ad of the targeting basically begins becomes obsolete so you're making every after a click optimization effectively null and void just so that you can spend the majority of your money developing losers that raises your cost of advertising across that you're creating more harm and reducing your quality of the relationship with the platform so as a result it's less effective for you which
Escúchalo en el minuto 7:16
Alineación de cohortes de LTV y flujo de caja con la estacionalidad anual
Oferta y precioAprovecha la alta intención de compra en Q4 para adquirir clientes de alto LTV a margen completo sin recurrir a descuentos agresivos, y enfoca Q1 en captar perfiles de ciclo de conversión rápido, amortiguando la caída estacional de Q2 y Q3 con estrategias de CRM sobre ambas cohortes.
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 a lot of them make the mistake in Q4 offering discounts which is like the dumbest thing ever you're getting the people to buy from you for a cheaper cost buying in tent is H 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 to go after the short money so that my time Q 2…
Escúchalo en el minuto 43:24
Baja tasa de éxito al intentar superar anuncios creativos campeones
Medición y experimentosEn una cuenta publicitaria a escala durante un período de dos años, únicamente en 4 ocasiones de entre 50 y 60 pruebas creativas realizadas (menos del 10%) se logró superar y destronar al anuncio de mejor rendimiento histórico.
dude we I was there for almost two years and I think like there was four times four times we were able to De on the champion out of I can't like 50 tests maybe 60 test so it's what I I guess the
Escúchalo en el minuto 32:40
Estrategia de contenidosUn anuncio básico creado directamente dentro del editor de Facebook como pase de diapositivas (slideshow) a partir de 5 o 6 fotos de una sesión logró escalar casi 2 millones de dólares en inversión publicitaria.
and like I mean in 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 56 images put it in in a little video that one ad spent like nearly $2
Escúchalo en el minuto 24:44
Medición y experimentosAlinear la estrategia de adquisición y CRM según la estacionalidad (captación en Q1 y Q4, optimización de modelo y retención en Q2 y Q3) permitió escalar Under Alpha de 50.000 $/mes a 1.000.000 $/semana y 3 Nutrition de 18M a 95M en menos de dos años.
q1 is short money Q4 is Long Money Q2 Q3 I'm letting the CRM come in I'm going to improve the business model and if I can continue that flywheel for the last half last five six years I've been doing that and the net result is X itial growth I mean under Alpha went from 50k a month to a million a week 3 nutrition from1 18 million to 95 and we're talking like less than 2 years to make that happen
Escúchalo en el minuto 47:11
Medición y experimentosSeparar los anuncios en una campaña de prueba a bajo presupuesto y mover los ganadores a una campaña principal de escalado genera inconsistencias, ya que el rendimiento obtenido en un entorno aislado de bajo gasto rara vez se sostiene al competir contra anuncios consolidados con presupuestos altos.
if you are the coolest kid in high school and then you go into the NBA the next day odds are either you are LeBron James or you're out of the leag the problem is like you're deciding your to set up that like you you still have no confidence with that data it might be really good but it's not doing good at a 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…
Escúchalo en el minuto 0:19
Medición y experimentosInvertir 100.000 dólares en el patrocinio de una celebridad generó apenas 15.000 dólares en retornos, y la insistencia en perseguir la campaña con 175.000 dólares adicionales elevó la pérdida neta a cerca de 250.000 dólares.
of my biggest fail at making this 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 shake I think we made 15K on and chased that with another 100 plus thousand I think another 50 175k so we were out almost 300,000 more or less like 250 after the
Escúchalo en el minuto 36:52
Medición y experimentosSeparar los anuncios en una campaña de prueba a bajo presupuesto y mover los ganadores a una campaña principal de escalado genera inconsistencias, ya que el rendimiento obtenido en un entorno aislado de bajo gasto rara vez se sostiene al competir contra anuncios consolidados con presupuestos altos.
if you are the coolest kid in high school and then you go into the NBA the next day odds are either you are LeBron James or you're out of the leag the problem is like you're deciding your to set up that like you you still have no confidence with that data it might be really good but it's not doing good at a 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…
Escúchalo en el minuto 0:19
La fragilidad de depender exclusivamente de la publicidad pagada
Estrategia y decisiones de negocioSi un negocio necesita que la publicidad pagada en plataformas como Facebook funcione a la perfección en todo momento para seguir existiendo, el problema estructural está en la falta de solidez del modelo de negocio y no en la gestión de medios.
the way that makes Facebook an hour a week and means that everybody can kind of work part-time on the front end of the business because it means they're spending the most of their time on it actually makes money and to be fair if you need Facebook to work to be in business business you don't have a good
Escúchalo en el minuto 47:43
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