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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 2023
Ver la entrevista entera en YouTube
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Testeo publicitario por titulación frente a la saturación de anuncios nuevos
Canales de adquisiciónLanzar decenas de anuncios nuevos a ciegas suele desestabilizar el algoritmo y acelerar el desgaste de los creativos ganadores. En su lugar, conviene implementar un sistema de testeo iterativo o por titulación (mediante creativos dinámicos o DCT), donde el aprendizaje automático evalúa permutaciones continuamente sin sacrificar los anuncios que ya generan rentabilidad.
of just having it it's like a titration system is really how I think about the But ultimately I don't have to sacrifice what works to make things new happen and 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 that you don't have to sacrifice what works create new growth you can just build on top of it right then you launching a hundred ads in a campaign and shaking the Etch A Sketch every day when we're using this Golden Bear DCT Proving Grounds one campaign to rule them all methodology it's testing every every second of every day…
Escúchalo en el minuto 30:27
Concentrar la pauta en un producto o formato héroe para alimentar los algoritmos de machine learning
Oferta y precioFragmentar el presupuesto publicitario entre múltiples lanzamientos mensuales o excesivas segmentaciones reduce la densidad de datos por anuncio; concentrar la inversión en una oferta o producto héroe aporta el volumen continuo de conversiones que los algoritmos de aprendizaje automático necesitan para estabilizar y optimizar los costos.
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 products launch behind and 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 it requires a higher volume of data to learn from simple to be disciplined and focus on
Escúchalo en el minuto 39:04
Medición y experimentosPausar creativos basándose únicamente en que tienen un CPA individual alto o pocas conversiones directas puede deteriorar los ingresos globales del negocio, ya que frecuentemente esos anuncios alimentan la parte superior del embudo y generan demanda que otros activos terminan convirtiendo sin recibir la atribución directa.
forever but the CPA of a single ad set I don't care yeah I don't care if that CPA else if the business overall it's in the scrum document our overall revenue and our overall efficiency isn't better yeah that ad off like sometimes the worst ads all I need is just turn off all the bad ads and then the business gets worse and this is like those bad ads are the thing fueling the funnel and they're just not getting the attribution whenever exactly they're not getting the credit and who cares your bank account looks
Escúchalo en el minuto 38:07
Canales de adquisiciónPara escalar la adquisición en plataformas publicitarias existen dos vías complementarias: mejorar la relevancia y conversión frente al perfil de público ya predispuesto a la marca, y crear nuevos ángulos creativos para atraer audiencias completamente nuevas.
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 it's into what we do and what we how we talk about it even like our personality as a brand 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
Escúchalo en el minuto 29:38
La microgestión intradía de campañas publicitarias genera una falsa ilusión de control sin ROI real
Canales de adquisiciónHacer ajustes continuos y analizar métricas intradía en plataformas optimizadas por CPM (como Facebook Ads) produce datos no accionables y una falsa sensación de control, consumiendo tiempo valioso sin aportar mejoras al rendimiento del negocio.
right I used to day trade Facebook foolishly like many people the ROI is not there for the business but the straight up wrong ideas about how a CPM optimized platform works there's been I was analyzing data in a way that was completely inactionable there was 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 but it's not going to happen by being addicted to your laptop and addicted to refreshing and addicted to all the
Escúchalo en el minuto 0:26
La fragmentación excesiva de audiencias daña el rendimiento en plataformas optimizadas por CPM
Canales de adquisiciónDividir presupuestos limitados en múltiples audiencias y variantes de anuncios en plataformas como Meta ofrece una falsa sensación de control, pero dispersa el gasto y perjudica el aprendizaje del algoritmo en lugar de mejorar el retorno de inversión.
what do we get out of that the ROI is straight up wrong ideas about how a CPM optimized platform works and before the give them an advantage but the truth is a lot of these lovers again go back to most of the brands we work with surprise have a finite budget they have finite 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 are working we both lose
Escúchalo en el minuto 10:49
Medición y experimentosEl éxito en publicidad digital no depende del talento intuitivo de un director creativo, sino de implementar un proceso sistemático de pruebas continuas que reduce el riesgo y genera anuncios ganadores por pura iteración y análisis.
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 Proving Ground method de-risks the succeed it's not that like you all of a sudden came across the best ad because some creative director was struck by lightning it's no it's just a math equation yeah I don't have a single ad account where that ad isn't created just by attrition of doing the work right
Escúchalo en el minuto 26:58
Retención y relación con el clienteExplicar los conceptos y resultados de marketing con claridad y sin tecnicismos excesivos aumenta la confianza y comprensión del cliente, demostrando un dominio real del problema.
job's fun the best compliment I got this year from some from a newer client was Lisa Jordan like most people that we talked 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 when you understand something well enough to make it simple right and like
Escúchalo en el minuto 5:41
Medición y experimentosGran parte de los consejos de marketing simplificados en redes provienen de entornos o agencias cuyo objetivo es quemar presupuesto o maximizar volumen/alcance (a menudo incentivados por comisiones sobre gasto), lo cual resulta destructivo si se traslada a negocios cuyo objetivo prioritario es la rentabilidad financiera directa del capital invertido.
hesitated I think it would if your business objective isn't financial with that investment yeah yeah and that yeah and I 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 if the business objective is not financial and some people may hear that and think isn't it always Financial no year to spend a million a day where Revenue was not an objective the objective…
Escúchalo en el minuto 21:19
El rendimiento positivo dentro del administrador de anuncios puede desacoplarse del MER global del negocio
Medición y experimentosEvaluar la publicidad de forma aislada puede ser engañoso, ya que las métricas de rendimiento dentro de la plataforma de anuncios pueden aparentar mejoras continuas mientras el MER (Marketing Efficiency Ratio) del negocio se mantiene estancado.
able to analyze the whole picture you're spinning your wheels because what you're doing over here in ads is not happening important questions for example we were in triple whale earlier today and we're like business mer is not improving but the ads performance is looking amazing every week it's getting better what's
Escúchalo en el minuto 3:44
Medición y experimentosReinvertir beneficios de una agencia en proyectos o marcas propias ('startup studio') permite experimentar con ofertas y metodologías agresivas sin arriesgar el presupuesto del cliente, mientras que compartir los datos y aprendizajes en público genera relaciones públicas y autoridad.
caveat we have a startup Studio sure and what's cool about that is we can do things that I would never pitch love it 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 amazing of course B it's great press in public City we can be completely transparent with that data it's it to make bets in public and say hey like we think this is going to work Navy it won't if it doesn't we all learn yeah and our clients love that too because they get to benefit from the…
Escúchalo en el minuto 18:19
Medición y experimentosReinvertir beneficios de una agencia en proyectos o marcas propias ('startup studio') permite experimentar con ofertas y metodologías agresivas sin arriesgar el presupuesto del cliente, mientras que compartir los datos y aprendizajes en público genera relaciones públicas y autoridad.
caveat we have a startup Studio sure and what's cool about that is we can do things that I would never pitch love it 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 amazing of course B it's great press in public City we can be completely transparent with that data it's it to make bets in public and say hey like we think this is going to work Navy it won't if it doesn't we all learn yeah and our clients love that too because they get to benefit from the…
Escúchalo en el minuto 18:19
Canales de adquisiciónIntroducir nuevos anuncios a diario o semanalmente genera inestabilidad en el algoritmo y volatilidad de rendimiento en la cuenta, haciendo que las fluctuaciones dependan del ruido temporal diario en lugar de la calidad real del creativo.
every week basically was our students in some cases every day for like higher volume accounts and the truth is every time we did it it introduced volatility into the account it really probably had less to do with whether the creative was good and just what was going on that day what popped off yeah and sometimes like the new ad does better for three days and then it drops off and then you get on this Cadence level Facebook ads only
Escúchalo en el minuto 35:07
Canales de adquisiciónIntroducir nuevos anuncios a diario o semanalmente genera inestabilidad en el algoritmo y volatilidad de rendimiento en la cuenta, haciendo que las fluctuaciones dependan del ruido temporal diario en lugar de la calidad real del creativo.
every week basically was our students in some cases every day for like higher volume accounts and the truth is every time we did it it introduced volatility into the account it really probably had less to do with whether the creative was good and just what was going on that day what popped off yeah and sometimes like the new ad does better for three days and then it drops off and then you get on this Cadence level Facebook ads only
Escúchalo en el minuto 35:07
Estrategia y decisiones de negocioImplementar plantillas repetibles y videos explicativos breves permite que especialistas técnicos o analíticos comuniquen información compleja de forma empática y accesible a los clientes.
great is finding the people that are excellent at one thing and then filling that Gap with something easily repeatable you can teach people to communicate really well through the Loom videos of the process of going through mathematically inclined is able to speak to a business owner about their finance department in a way that is at least kind and compassionate and understanding where everybody knows what everybody exactly that because when we use the scrum documents it's no mystery what's
Escúchalo en el minuto 8:16
Medición y experimentosMantener una metodología de adquisición publicitaria coherente y controlada atrae visitantes con un perfil más uniforme a la tienda, lo que facilita y potencia la optimización de los flujos de email, las ventas cruzadas (upsells), las campañas de búsqueda y la tasa de conversión en el sitio.
attrition and what's more important about that is the people who 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 32:58
Asignar presupuesto a interacción para abaratar visualizaciones mediante alcance ganado
Canales de adquisiciónEn campañas de vídeo y notoriedad en redes, desviar una parte del presupuesto (por ejemplo, un 25%) hacia interacción permite generar alcance orgánico derivado que eleva las visualizaciones totales (hasta un 30% más) y reduce el CPM efectivo en comparación con comprar exclusivamente alcance y frecuencia fija.
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 was also manual bidding on cpms and accelerated delivery so my reaching frequency was coming in at 250 and I would run it at like a buck 80 just to
Escúchalo en el minuto 20:42
Estrategia y decisiones de negocioEmpoderar a todos los miembros del equipo como tomadores de decisiones con un entendimiento profundo de las herramientas y el negocio ('pensar como fundador') evita el proteccionismo de áreas y maximiza el retorno y la cultura de la empresa.
are empowered decision makers everyone our motto is Think Like A founder and that is for everyone it's not just the sales person right everybody is able to have access to a really deep and rigorous level of understanding about where people are really trying 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 and
Escúchalo en el minuto 44:07
Estrategia y decisiones de negocioMuchas agencias de publicidad operan bajo el modelo ineficiente de sobrecargar a personal subpagado y tolerar alta rotación de clientes, compensando la pérdida únicamente mediante un equipo de ventas sobredimensionado en lugar de mejorar la entrega y retención del servicio.
biggest problem I think is so many people are poorly trained by folks that there's this like cycle of abuse of people who are underpaid poorly trained and overworked that eventually realize repeat the same bad training they had but follow the same business model of abusing their client base and underpaying their work staff and it's agencies the vast majority of ad agencies are built around the business model of we're going to underpay and overwork enough employees to work on enough things and yes we're going to lose clients but our sales team is better than that so we're going to overcome…
Escúchalo en el minuto 15:22
Medición y experimentosGuthy-Renker gestionaba más de 100 millones de dólares anuales en televisión directa utilizando modelos de atribución tan sencillos como medir la respuesta con cronómetro justo tras la emisión de los infomerciales.
head up at Gothic Winker and she would spend a hundred million plus a year on television and our attribution model was a stopwatch after the infomercial ended and she could run nine figures with that
Escúchalo en el minuto 16:42
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