Marketero · Entrevistas
Ep 541: Mastering the First Second: How Chris Erthel Hooks Attention in Meta Ads
12 ideas de marketing sacadas de «Ep 541: Mastering the First Second: How Chris Erthel Hooks Attention in Meta Ads», de DTC Podcast. Sobre todo de canales…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 59 min
- Publicada en 2025
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Collection pages > best seller para tráfico de Meta Ads
ConversiónSi tienes más de 7 productos, envía el tráfico de Facebook e Instagram a la collection page en vez de a la página del best seller. Los clientes necesitan ver que eres una marca seria con catálogo amplio antes de confiar; una sola referencia genera desconfianza. Esto puede elevar el ticket promedio un 20% y mejorar el retorno sobre adspend.
half like now I helped 142 companies in ecom so I've seen a lot and I'm not kidding you half of them send their traffic to the wrong landing page like They have to first trust you that you're a big company. If they see, okay, this have like one product, it doesn't seem big, lot of trust is gone. If they see 400 products, very good. Another one I'm helping has 14,000 products in the sleep area like amazing you know like the trust but um this and also your average order value will be much much bigger and people will still buy the best seller that they saw in the ad but they will they will add…
Escúchalo en el minuto 7:49
Gestionar activamente los comentarios de Facebook como parte del anuncio
Canales de adquisiciónLa primera acción que toman muchos compradores al ver un anuncio de Facebook es hacer clic en 'ver más' y leer los comentarios. Los vendedores que responden preguntas, ocultan comentarios negativos y plantan comentarios positivos realistas (vía WhatsApp con el equipo o comunidad) pueden salvar o destruir un anuncio de alto rendimiento. Es el activo más ignorado de la industria.
This ad, I think, is the most copied ad that I've ever made. It's been ignored by the whole industry how important the comments are. And I've been preaching it since four or five years, but check check the comments and work on the comments. Black Friday is coming up. I can give you one one big tip. >> The first click goes on see more to see all the comments on especially on Facebook. Especially on Facebook and a lot of the brands they don't take it serious enough how important it is to first of all answer all the questions, hide the bad comments and um and even a lot of times we like to…
Escúchalo en el minuto 0:24
Estrategia y decisiones de negocioUn ejercicio simple de respiración: cuatro inhalaciones rápidas por la nariz seguidas de una exhalación extremadamente lenta y profunda, repetida cuatro veces (20 respiraciones en total). Se hace en 30 segundos. Normaliza el sistema nervioso antes de una llamada importante o después de un momento de estrés. Es más útil hecho por la mañana y por la noche.
>> Yeah, of course. Of course. So, it's called um one of my favorite one is called 20 connected breaths. So, the breath work that I'm teaching is only through the nose. So, it will be like one and a half hours lying down and breathing through the nose and especially checking that the exhale is a lot of love and acceptance in it and you don't pushing it out, you know, not the stressful thing. But, um that's the long session. But now what we can do together is we do 20 k breaths. So we do like four fast ones and one extremely slow and very deep. And we repeat this four times. There you go. 20…
Escúchalo en el minuto 51:42
Seis tipos de hooks de primer segundo que funcionan en Meta Ads
Mensaje y copywritingLos hooks de mayor rendimiento en el primer segundo de un anuncio de Meta son: (1) declaraciones audaces tipo 'free things people say about X brand', (2) preguntas que responden objeciones universales, (3) humor que provoca risa inmediata, (4) closups limpios de producto donde la belleza del producto es el gancho, (5) modelos girando que muestran el producto desde todos los ángulos sin texto, y (6) el corner kick…
Imagine now an ad that starts with free things free things that that people say about X brand and then there's different people very quickly like very quick burst and they say free three free words about it which in this case we thought about it as a branding ad and it's getting a crazy row. So now we're doing it for for this and for other brands because it's a branding effect because you have like free things like no like in this skincare industry no microplastic and so on but like but in this case we have like it's a very profitable ad and it gets it into hooks right away you know like then…
Escúchalo en el minuto 12:21
Email marketing supera en ROI a cualquier canal de paid media en ecommerce
Retención y relación con el clienteEn prácticamente toda marca de ecommerce, el canal con mayor retorno sobre inversión es el email marketing (seguido de SMS), por encima de Meta Ads o Google. La razón: no tiene coste de medios y la audiencia es propia. En un caso citado, cambiar de Clavio a Omnisend (40% del coste) y enviar más emails duplicó el spend interno en ads, porque el email generaba más ingresos a menor coste.
>> Google would be maybe second. Yes. But um I would so I would argue in nearly every ecom brand that the highest ROI is actually email marketing. >> Makes sense. It's an owned audience. Yeah, >> exactly. So like here you have the costs and like in the past you know like 10 years ago when I started my first ecom brands and so we used Mailchimp then very quickly quickly we saw that now there's brands who focus on ecom uh marketing only so of course everyone switched to both but now we are like checking of like okay now it was a monopoly in a way and people kept raising prices and I don't know…
Escúchalo en el minuto 40:36
Canales de adquisiciónPara una marca alemana de ecommerce, la secuencia óptima de expansión europea es: (1) Nordics (Dinamarca, Finlandia, Suecia, Irlanda, Holanda, Bélgica) en una sola campaña en inglés con euros, sin traducción; (2) Polonia, mercado电商 fuerte con alta adopción online; (3) Francia e Italia. No se necesitan ni ads traducidos ni web en local: todo funciona en inglés. Para marcas US, los Nordics son el primer paso natural.
the Nordics so the Nordics I say Denmark Finland Sweden even Ireland can be in it and Holland and Belgium so these markets combined are crazy strong markets we are quite big together you put them all into one campaign you know you don't do different one campaign for all and um then it's very important in English all these countries have TV in English all have a euro so all you have no problems all European Union all have the euro all have TV in English so you don't have to change anything just change from dollars to euros and even that if you don't do it it will still work but if you just…
Escúchalo en el minuto 35:22
Prometer 'no bigger deal' en Black Friday anticipa y reduce la competencia
Mensaje y copywritingPara eventos de descuento, la frase 'we promise you no bigger deal on Black Friday' en los ads elimina la espera del cliente, reduce la competencia el día de Black Friday (cuando todos los competidores suben ofertas) y concentra la conversión en noviembre. Funciona mejor con image ads que con video para eventos de descuento. Esto se testó con datos claros en los 3.400 AB tests.
audience will hear this and Black Friday is coming up. I can give you one one big tip. So start on first 1st of November if you can make a black month that's you know people know that it's not a big tip. What we really found is making image ads there and then on the ads it says we promise you no bigger deal on Black Friday and obviously ethical marketing keeping that promise very important like you can never promise anything like you're out >> but for them it was like people knew okay this is a high offer but they we are not going to go higher this is this is the thing and people were like…
Escúchalo en el minuto 32:11
Canales de adquisiciónChris Erthel invirtió en una herramienta de filtros AR para try-on de productos en Instagram Ads que funcionaba muy bien. Meta eliminó la funcionalidad sin previo aviso y la herramienta murió. La lección: no construir activos de marketing sobre funcionalidades de plataforma que no se controlan. La creatividad original siempre gana a las funcionalidades.
>> Um this a shout out to a colleague um Bosco. He he came up with a following thing of like um for for me for the sunglass brand. No. Um he came up with a effect of like we made an Instagram effect. a friend who lives in Bali, he made an Instagram effect, an Instagram filter and then you click on the ad and you could it doesn't open the landing page but it opens with filter and then you can try all the mela sunglasses on. So that was a really beautiful thing and working well. But uh the truth is uh MA doesn't care about your business and they don't care about uh sometimes crushing crushing…
Escúchalo en el minuto 21:58
Canales de adquisiciónSi un anuncio funciona en TikTok —donde el algoritmo es el más exigente y compite con contenido orgánico de creadores— va a funcionar mejor todavía en Instagram y Facebook Newsfeed, donde la competencia es menor. Usar TikTok no tanto para monetizar sino como laboratorio de creatividad que luego escala en Meta.
engaging than what they just saw on Tik Tok. That's why I always I tell my brands go to Tik Tok. We're going to also do on Tik Tok. Not even to make money there, but we want to compete there because if you can get good enough ads to win on Tik Tok because has to be better than the organic content, then we can really win it big on Instagram. and the news feed that a hallowed newsfeed where you have those 55 plus people. I think that's a performance marketer's holy grail is is that audience for sure.
Escúchalo en el minuto 16:30
Caso Hello Body: subir el descuento de 30% a 40% bajó el CPA de €29 a €18
Oferta y precioEn una marca alemana de skincare que pasó de €30M a €107M de facturación y fue vendida a Henkel por €330M, Chris convenció a los fundadores de subir el descuento en eventos del 30% al 40%. El descuento extra de €10 por pedido se compensó con creces: la mayor convicción de compra bajó el CPA de Meta de €29 a €18. El margen total mejoró porque la reducción en coste de ads superó el coste del mayor descuento.
was one German skincare company and they reached out when they were small small I mean like 30 million and then uh we and they they only did influencer marketing, no um no Facebook ads and then we made it together to 107 million and then they sold for 330 million. So that was also a cool cool case to be to be a part with and then I learned like I got very good compensation there very good bonus. But then that's how I learned of like you know you want to take equity in companies. So now I also either I help very big companies now or I do startups. So then I also take equity because you know…
Escúchalo en el minuto 5:45
3.400 tests A/B documentados para fundamentar decisiones de creative
Medición y experimentosChris Erthel documenta haber realizado 3.400 pruebas A/B en creativos de Meta Ads, con una cultura de 40+ tests por semana. Cada decisión importante se testa con datos antes de implementarse, incluyendo la frase 'we promise you no bigger deal' para eventos de descuento, que superó a los descuentos puros.
all aspects of your funnel. Is it true that you try to build a culture of testing where you're running over 40 AB tests per day or is that hallucination on ChachiBT's part? >> Per week. Per week. >> Per week. Okay, that makes more sense. >> Exactly. And then give me some examples maybe of like AB tests that like that you that are in your go-to that you like that you will always test. >> The most goto go to AB test in the past was like you know what in the past it was like um you would optimize and you could optimize towards telling Facebook we want purchases but you also tell them we want add…
Escúchalo en el minuto 23:08
Canales de adquisiciónEn ecommerce, las categorías dominantes rotan en ciclos de 2-3 años: hace 10 años fueron gafas de sol, hace 8 joyería, luego skincare y ahora moda. Quien entra temprano en la categoría ascendente obtiene ventaja competitiva. La moda actualmente es la categoría más caliente en Meta Ads.
a lot of fashion brands fashion is currently the hottest industry like you know how it was 10 years ago sunglass was the hottest then 8 years ago it was jewelry then it was skincare and now it's fashion there's always cycles no so currently is a lot of fashion and um so here there's different things now
Escúchalo en el minuto 12:04
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