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Empowering Agency and Client Growth: Jordan Summers on the Facebook Ads MBA Program and GrowthHit
20 ideas de marketing sacadas de «Empowering Agency and Client Growth: Jordan Summers on the Facebook Ads MBA Program and GrowthHit», de Professor Charley…
- 20 ideas despiezadas
- Fuente Professor Charley T
- Dura 50 min
- Publicada en 2024
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Medición y experimentosPausar anuncios basándose únicamente en un mal CPA dentro de la plataforma publicitaria suele dañar la rentabilidad global del negocio, ya que muchos de esos anuncios alimentan el embudo y generan demanda inicial aunque no reciban la atribución directa de la venta final.
forever but the CPA of a single adet I don't care I don't care if that CPA is like 100 times less than everyone else if the business overall if in the scrum document our overall revenue and our overall efficiency isn't better that's but my bank account has gone up exactly I'm not going to turn that ad off like sometimes the worst ads I can't say how many times in the last year I saw people that show me like all I did is just turn off all the bad ads and then the business gets worse and it's just like those bad ads are the thing fueling the funnel they're just not getting the attribution…
Escúchalo en el minuto 38:07
La fragmentación en múltiples audiencias perjudica las cuentas con presupuesto limitado en plataformas CPM
Canales de adquisiciónEn plataformas publicitarias optimizadas por CPM (como Meta o TikTok), segmentar excesivamente y dispersar un presupuesto finito en decenas de pruebas de audiencia da una falsa sensación de control y daña el rendimiento global en lugar de generar ventajas competitivas.
a lot of these lovers again go back to false control we don't really care if it's Facebook Tik Tok whatever but most of the brands we work with surprise have a finite budget they have finite we're talking about like the example you gave I have six months of runway in my business and I have to make every dollar counts if we can't explain articulately why running a bunch of audience tests a is going to get us nowhere and B is going to damage the things that aren working we both lose
Escúchalo en el minuto 11:31
El micro-manejo diario de anuncios ("day trading") genera una falsa ilusión de control
Canales de adquisiciónMonitorear y ajustar compulsivamente las cuentas de anuncios analizando datos de forma no accionable no mejora el rendimiento del negocio y consume tiempo crítico. En plataformas optimizadas por CPM, el rendimiento no mejora por refrescar métricas o sobreoptimizar detalles operativos, sino por dar espacio al sistema y trabajar en los fundamentos.
right I used to day trade Facebook foolishly like many people the RO is not there for the business but the challenge is there's so many misconceptions and outdated or just straight up wrong ideas about how a CPM optimized platform works myself I was analyzing data in a way that was completely unactionable there was nothing positive that was coming out of it it was a massive waste of time but partners it gave us a false sense of control yeah and so we have to let go of the illusion of control and there are happen by being addicted to your laptop and addicted to refreshing and addicted to all…
Escúchalo en el minuto 0:26
Canales de adquisiciónConfiar exclusivamente en el ego o en la intuición de un director creativo para acertar con los anuncios ganadores es una estrategia frágil e insostenible. El éxito en paid social se construye mediante un proceso disciplinado de experimentación e iteración constante, reduciendo el riesgo al dejar que los datos del sistema determinen los mejores anuncios.
do the same thing I'm wrong 98% of the time which I love yeah I know I'm not good at creative and Golden Bear just reinforces how terrible my intuition is on that but it means that don't have to be good you don't no you really don't have to know what's going to work you need to leave your ego at the door and have a willingness to try different things and the beauty of it is the Golden Bear method and the DCT to proven ground method Dr risks the process yeah sudden came across the best ad because some creative Direct was struck by lightning it's no it's just a math equation yeah I don't have a…
Escúchalo en el minuto 26:46
Medición y experimentosEl testeo publicitario debe operar como un sistema de destilación continua: en lugar de apagar o interrumpir lo que funciona para probar nuevas hipótesis al azar, se deben realizar apuestas controladas y respaldadas por datos que construyan crecimiento sobre los anuncios probados.
but the great thing about the proven grounds is we don't have to give it away to to still experiment to find that of just having it it's like a titration system is really how I think about the entire creative testing methodology I love that you're just slowly distilling so you have the best of the best the ultimately I'm allowed to use data and let the machine tell me what works and I can make informed decisions corre I can make weighted bets But ultimately I don't don't have to sacrifice what works to make things new happen and like I you're able to take leveraged bets so that you don't have…
Escúchalo en el minuto 30:12
Medición y experimentosReinvertir parte de los beneficios de la agencia en iniciativas propias (como un startup studio) permite experimentar con ofertas y metodologías no probadas utilizando capital interno, trasladando a los clientes únicamente las tácticas validadas y convirtiendo los errores en aprendizajes públicos transparentes.
100% caveat we have a startup Studio can do things that I would never pitch because it's not proven yeah I'm not going to take somebody's hard-earned cash and test a new methodology on them investing the profits of our agency in some of these startup Studio things publicity we can be completely transparent with that data it's it able to make bets in public and say hey like we think this is going to work maybe it won't if it doesn't we all learn and our clients love that too because they get to benefit from the mistakes and wins that happen in that
Escúchalo en el minuto 18:18
Invertir ancho de banda en oferta, creatividades y CRO en lugar de aislarse en la cuenta publicitaria
Oferta y precioLa publicidad pagada no funciona de forma aislada. Para escalar un negocio, el equipo debe liberar ancho de banda operativo de la cuenta publicitaria y enfocarlo en la visión global del negocio: optimizar la oferta ('offer-led growth'), comprender la psicología del consumidor para crear mejores conceptos creativos y cuidar los fundamentos de email y conversión (CRO).
what I'm hearing is like you're able to work on the business instead of in the ad account right and we can talk about more fund problems like how do we talk about the offer my team and agency is more about offer Le growth uh we also do the bandwidth to start like the fundamentals of email and cro especially if you don't have the bandwidth to be able to analyze the whole picture you're spinning your wheels because what you're doing over here in ads is not happening rather pay someone to spend an hour coming up with Creative Concepts and really breaking down like what about different things is…
Escúchalo en el minuto 3:06
Retención y relación con el clienteEliminar la jerga técnica y condensar la información a lo esencial evita abrumar a los clientes y genera confianza. Entrenar a los equipos de agencia mediante talleres semanales y dinámicas de rol ayuda a que cualquier perfil técnico o analítico pueda explicar finanzas y métricas con claridad a los clientes.
Jordan like most people that we talk to about this they use a lot of jargon we've had agencies in the past and the way they talk about it is really confusing we didn't really understand what they were saying and everything you just said in this meeting like made perfect sense because it's just crystalline and we're not bullshitting yeah it's funny how much easier to communicate when you understand something well enough to make it simple people in that way and we've also added weekly we're doing a communication Workshop like we're role playing leader what I have to do is how do we communicate…
Escúchalo en el minuto 5:47
Canales de adquisiciónPara escalar y optimizar campañas en plataformas como Meta existen dos rutas complementarias: mejorar los mensajes para resonar con más fuerza ante personas que el algoritmo ya identifica como afines al producto, o diversificar la comunicación para atraer a públicos completamente nuevos.
because there's as you say there's two ways that we can win one we can get better at appealing to the people who already are into us right they could be cold audiences but that's the type of person that Facebook knows is into what we do and what we how we talk about it even like our personality as a brand or product or whatever and the second is how do we appeal to brand new people how do we get more scale and both of those are important something I've been
Escúchalo en el minuto 29:38
Canales de adquisiciónPara escalar y optimizar campañas en plataformas como Meta existen dos rutas complementarias: mejorar los mensajes para resonar con más fuerza ante personas que el algoritmo ya identifica como afines al producto, o diversificar la comunicación para atraer a públicos completamente nuevos.
because there's as you say there's two ways that we can win one we can get better at appealing to the people who already are into us right they could be cold audiences but that's the type of person that Facebook knows is into what we do and what we how we talk about it even like our personality as a brand or product or whatever and the second is how do we appeal to brand new people how do we get more scale and both of those are important something I've been
Escúchalo en el minuto 29:38
Canales de adquisiciónPara escalar y optimizar campañas en plataformas como Meta existen dos rutas complementarias: mejorar los mensajes para resonar con más fuerza ante personas que el algoritmo ya identifica como afines al producto, o diversificar la comunicación para atraer a públicos completamente nuevos.
because there's as you say there's two ways that we can win one we can get better at appealing to the people who already are into us right they could be cold audiences but that's the type of person that Facebook knows is into what we do and what we how we talk about it even like our personality as a brand or product or whatever and the second is how do we appeal to brand new people how do we get more scale and both of those are important something I've been
Escúchalo en el minuto 29:38
Concentrar la inversión en una oferta héroe para no fragmentar los algoritmos de machine learning
Oferta y precioLanzar productos nuevos con frecuencia sin ampliar el presupuesto publicitario segmenta los recursos y diluye el volumen de conversiones necesario para que los algoritmos de machine learning aprendan y optimicen de forma eficiente.
but the point on really honing in on what your hero product is what your hero offer is so important because the clients that I've lost it's usually because they're trying to do too many things we have a new product launch pay designers so much to make so many assets and when every month you have a passionately we have to put resources behind every time we segment because guess what we're not getting additional budget to promote these things right so we're segmenting it and in the world of machine learning every segmentation is an additional permutation requires a higher volume of data to…
Escúchalo en el minuto 39:04
Canales de adquisiciónLanzar constantemente decenas de anuncios nuevos fragmenta la distribución del algoritmo y provoca que los anuncios existentes mueran más rápido; la supuesta fatiga creativa suele ser consecuencia del exceso descontrolado de pruebas y no del agotamiento natural de la audiencia.
and really the analogy there is you say you have to test new creatives because new ads do better so more new ads means more better so as long as you're testing more ads you're going to continue to grow but that's what you're also noticing is oh man ad are dying faster would your existing ads die if you didn't test so many new ones and the answer to that is no if you had a qualitative way of using machine wouldn't see nearly the amount of attrition and what's more important Bear yeah but that's different than launching a 100 ads in a campaign and shaking the Ed a sketch every day yeah
Escúchalo en el minuto 32:15
Retención y relación con el clienteDelegar la cuenta a perfiles sin experiencia tras un cierre comercial liderado por perfiles sénior crea desconfianza y frustración en el cliente, destruyendo la retención a largo plazo frente a modelos donde los especialistas participan desde la venta.
process you get on the sales call where every where somebody gets you hyped and that person's like the sales person or whatever and they make you feel great and then first off you never ever see that person ever again and then you're like installed onto this like kid that doesn't really know what's going on that's quoting the same stuff off of Twitter that you saw and like I'll try that like why am I like why am I paying you to do that when I could do it I mean conversations I have are this agency PTSD yeah and the reason we get so much
Escúchalo en el minuto 13:57
Evitar la hipersegmentación manual excesiva en campañas de anuncios pagados
Canales de adquisiciónLanzar decenas de segmentaciones o microaudiencias semanales es una táctica ineficiente frente a los algoritmos de segmentación amplia y aprendizaje automático de plataformas como Facebook Ads.
crazy I used to do we had some fun terms for it but audience juicing was probably the most like Bland one oh love it yeah but it was stupid so dumb we'd be launching like 90 audiences a week oh like when broad came around when Facebook was like we have this new thing called Advanced matching we're about to
Escúchalo en el minuto 9:20
ConversiónCuando la adquisición pagada atrae perfiles de usuario consistentes y cualificados en vez de audiencias dispares generadas por pruebas erráticas, los flujos de email, el CRO de la web, las búsquedas y los upsells mejoran de forma acumulativa y predecible.
about that is the people that would come to your store would look more similar so all of your email flows and your search campaigns and your cro and your upsells would all continue to improve instead of
Escúchalo en el minuto 32:59
Los fundamentos de marketing y atribución operan con independencia de la tecnología de píxeles
Medición y experimentosLos principios de respuesta directa y rentabilidad publicitaria no dependen de herramientas de seguimiento a nivel de usuario como el píxel de conversión; esquemas de medición holísticos y agregados han sostenido operaciones comerciales de nueve cifras antes de la analítica digital moderna.
marketing fundamentals aren't different either yeah like even outside of the context of this it's not like all of the cosmos in the industry were idiots before the Facebook pixel was invented yeah and a lot of the practices we do now are still very consistent with that yeah and I would say actually most the stuff we do now is way more like it was head up at guthy ranker and she would spend a 100 million plus a year on television and her attribution model was a stopwatch after the infomercial ended and she could run nine figures with that
Escúchalo en el minuto 16:04
Estrategia y decisiones de negocioEmpoderar a todos los miembros del equipo de una agencia para que piensen como fundadores y tomen decisiones con un conocimiento técnico riguroso optimiza los resultados del cliente y previene las dinámicas tóxicas de protección de territorio.
but what's different than I think some agency models is they are empowered decision makers everyone in our motto is Think Like A founder and that is for everyone it's not just the person presenting on the call or the salesperson right everybody is able to have access to a really deep and rigorous level of understanding about how these tools work work and the more to defend their little Turf and it's not good for the clients it's not good for business Roi it's not good for culture
Escúchalo en el minuto 44:04
Medición y experimentosGran parte de las tácticas y consejos de paid media en redes sociales se difunden como verdades universales cuando en realidad fueron diseñados para objetivos no financieros (como quemar presupuesto o maximizar impresiones), por lo que resultan contraproducentes para negocios que exigen rentabilidad directa.
think what's really important as a Founder as a business owner is to understand that when you're scrolling Twitter when you're watching Youtube you're getting a lot of advice that is shrunk down and broadcast as if it's a universal message yeah and your business objectives like you very carefully phrased what you said earlier if the business objective is not financial and some people may hear that and think isn't it always Financial no like and
Escúchalo en el minuto 21:43
Aumento de visualizaciones de video mediante presupuesto en interacción
Canales de adquisiciónEn campañas de difusión sin objetivo de conversión financiera directa, destinar un 25% del presupuesto publicitario a campañas de engagement puede generar suficiente alcance orgánico derivado para incrementar las reproducciones totales de video en un 30%.
okay and it was supposed to be a reaching frequency campaign against video views okay and I was like I'm gonna spend 25% of this money on engagement yeah and as a result I got 30% more video views on the engagement because of the earned reach that happened off of it now I got in trouble it I think it would if your business objective isn't financial with that wrong yeah like I mean at CBS they're not selling anything so it okay the
Escúchalo en el minuto 20:40
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