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Ethan Norville EXPOSES Coronation Project Secrets
29 ideas de marketing sacadas de «Ethan Norville EXPOSES Coronation Project Secrets», de Professor Charley T. Sobre todo de canales de adquisición…
- 29 ideas despiezadas
- Fuente Professor Charley T
- Dura 59 min
- Publicada en 2024
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Republicación del catálogo de vídeo vertical en plataformas secundarias para captar alcance orgánico
Estrategia de contenidosAprovechar el catálogo existente de vídeos verticales cortos (como Reels o TikToks) y resubirlos a plataformas secundarias con formatos equivalentes (como Idea Pins de Pinterest o YouTube Shorts) permite generar miles de impresiones adicionales y beneficio SEO con un esfuerzo marginal casi nulo.
saw shorts on YouTube idea pins on Pinterest which by the way if you're making a Tik Tok or an Instagram real there's now this new thing on Pinterest called idea pins you can just straight up upload the thing I'm getting like 5,000 Impressions a day and like I just upload like 12 of my Instagram reels I'm going back my entire Instagram real catalog and like everything but as a result like more SEO and maybe I'll get a customer who knows
Escúchalo en el minuto 53:55
Canales de adquisiciónConfigurar campañas en Facebook Ads con segmentación abierta (broad), creatividades dinámicas (Dynamic Creative) y la regla de un solo producto y objetivo por campaña permite que el algoritmo determine la mejor creatividad para cada usuario, reduciendo el CPA y mejorando la eficiencia del gasto publicitario.
case right so we decided to you know try that and put some weight into let the algorithm pck the creative um so that you know go into open audiences just to jump into that whol sale um so fully broad Dynamic creative essentially um almost nothing else you know one product one objective per campaign um and as and after we implemented that our CPA was cut by half in in under a week went about like 280 is CPA to like 120 or so 140 right now we're at about
Escúchalo en el minuto 25:39
El riesgo de diversificar canales de adquisición antes de dominar uno
Canales de adquisiciónIntentar tener presencia simultánea en múltiples plataformas publicitarias (TikTok, Pinterest, Meta, influencers, radio) sin haber validado ninguna diluye los recursos y empeora el rendimiento global frente a enfocar esfuerzos en hacer funcionar un solo canal.
with that like instead I see so many people that are like trying to advertise on 20 platforms it's like I appreciate that you want to do that but how good are you gonna why is your Facebook campaign suffering because you're not able to make Facebook work or because you're also devoting time to Pinterest Tik Tok email influencer radio everything else where none of them are actually proven but you're just you're losing everywhere and then you're
Escúchalo en el minuto 36:42
Canales de adquisiciónLa segmentación manual excesiva y la manipulación diaria de campañas crean una dependencia operativa insostenible; alimentar y entrenar el algoritmo de aprendizaje automático de las plataformas publicitarias permite escalar y sostener resultados sin requerir intervención manual constante.
you you know and so a lot of this like get out of the interest groups and get out of the micromanagement and all this heavy segmentation and all of that is devices because you train the machine to able to do and if you train the machine and it's a machine learning platform right like every penny you spend teaches you business results without you being there and having to rely you know on your own decisions on a daily basis
Escúchalo en el minuto 16:35
Optimizar el rendimiento en paid media empoderando al algoritmo y reforzando el modelo de negocio
Canales de adquisiciónEl rol del anunciante actual no es microgestionar la plataforma publicitaria, sino confiar en su algoritmo, suministrarle los mejores recursos creativos y diseñar un modelo de negocio con suficiente margen en web para absorber ineficiencias en el costo de adquisición.
business model and all you need is really good creative to get somebody to go to your website and then your website does all the heavy lifting you can be in business you know love the idea of trusting this machine to do its job if you're good at at it your objective is to make it Empower it to do its job as good as possible stay out of the way of it give it the best tools for success and then work on your business plan and with your partners so that your model allows you to have greater and greater levels of
Escúchalo en el minuto 56:32
Priorizar ofertas de mayor ticket y margen frente a grandes volúmenes de bajo precio
Oferta y precioEn campañas de alta demanda como Black Friday, es preferible vender a menor volumen con precios y márgenes más altos (ej. 200 clientes a $100) en lugar de tickets bajos masivos (ej. 1.000 clientes a $20). Los grandes volúmenes a bajo precio exigen una capacidad de inventario y atención al cliente que, si colapsa, dispara los reembolsos, degrada las puntuaciones de página y destruye la rentabilidad a largo plazo.
clients is do you want a th000 customers at a $20 product or would you rather have like 200 customers at a $100 product where the profit margin per each sense but let me ask you two questions one can you fulfill a thousand orders right now like flat out do you have the inventory from China or wherever do you have the ability to make that work because if you don't you might make a [ __ ] ton of money on Black Friday and then your page score goes to like one and a half because you can't fulfill anything people are asking for refunds constantly and your business you you go out of business…
Escúchalo en el minuto 32:54
Canales de adquisiciónEn lugar de segmentar manualmente qué anuncio corresponde a cada etapa del embudo o depender de audiencias de intereses y lookalikes, resulta más efectivo implementar creativos dinámicos (Dynamic Creative) y permitir que el algoritmo de la plataforma publicitaria elija la rotación y el anuncio adecuado para cada usuario.
tests testing different interest groups testing look look like kind of died off immediately after using uh one of your approaches which was mainly just you know coming back to Dynamic uh Dynamic creative right giving them a time you know a chance to rotate and essentially uh in of picking what creative would be for what part of the funnel we essentially let the algorithm pick that
Escúchalo en el minuto 24:11
El ROAS elevado en embudos hipersegmentados suele ser una métrica engañosa
Medición y experimentosCrear estructuras complejas con múltiples ventanas de retargeting (14, 30, 60 días) y creatividades para cada paso del embudo puede mostrar retornos aparentes altos (ROAS 4x-8x) con presupuestos mínimos ($10-$14/día), pero se convierte en una métrica fachada incapaz de sostenerse a escala real.
we'd have retargeting all over the place we'd have like different complex Windows right like like 14 30 60 day Windows to know like a lot of like like if then type campaign things you know like if creative made for different parts of the like there would be pretty good R I like a four like you know 4X 5 Etc things obviously like massive scale would on like facade metrics things that make you look really good but at at the same time you don't quite know how well you be able to scale with that and that was like you get like an 8X row as on $14 and you're like well hey the metric looks great how…
Escúchalo en el minuto 2:47
La publicidad pagada es un amplificador de modelos de negocio viables, no una herramienta de rescate
Canales de adquisiciónEl tráfico pagado actúa exclusivamente como un multiplicador de un modelo de negocio y producto ya validados; invertir en medios de pago para intentar salvar un negocio en declive o promocionar una oferta incompleta resulta en un desperdicio sistemático de capital.
good at marketing something that was an incomplete product and I can't tell you people don't understand like you're not ready to make a bunch of money right now right like you have a product not a business right like it worked in this small scale but it can't get bigger and like look if you going after paid media is a luxury problem like it amplifies an existing awesome business model and either you can invest in it appropriately or you're not ready to invest in it and man that is the most
Escúchalo en el minuto 8:42
Canales de adquisiciónAdoptar formatos o plataformas emergentes (como Reels, Stories, Snapchat o TikTok en sus inicios) ofrece costes bajos y alto alcance debido a la baja saturación de anunciantes; sin embargo, esta ventaja desaparece inevitablemente en cuanto entran empresas con grandes presupuestos que optimizan y subastan el inventario.
also when you adopt things you also get the chance to try new things and be kind of interesting and cool like when reals came out so many people made a [ __ ] ton of money and reached and built Brands around the idea of like nobody else is here Instagram stories was the same thing when that first came out Snapchat I think we're seeing that right now with Tik Tok and the honest truth is my guess is Tik Tok I've seen this happen with Pinterest I've seen this happen with Snapchat I've seen this happen with a lot of different options the reason one of the reasons it's so massively suc uccessful…
Escúchalo en el minuto 40:56
El contenido publicitario deficiente incrementa los costos y reduce el alcance
Canales de adquisiciónLa publicidad pagada opera mostrando contenido a una audiencia; si la creatividad o el mensaje generan una mala experiencia de usuario, la plataforma penaliza la distribución aumentando los costos y disminuyendo el alcance.
how the platform functions where it's like all you're doing is you're paying to show content to people instead of reach yeah but like if your content is [ __ ] or if it makes people unhappy you're gonna have to pay more money and it's going to reach less people
Escúchalo en el minuto 19:13
El uso de anuncios dinámicos como pilar para escalar marcas a 8 cifras en paid media
Canales de adquisiciónEl escalado de inversión publicitaria hacia presupuestos de más de un millón de dólares al año y la transición a marcas de ocho cifras se fundamenta en el uso de anuncios dinámicos (DPA o Dynamic Creative), ya que permiten al algoritmo procesar datos masivos y entregar la mejor opción creativa por usuario.
Dynamic creatives to get to that million dollars a year I I'll be honest I don't know a single brand that I've worked with the last three to four years uh where Dynamic ads whether it's DPA or dynamic creative isn't at the core of how they got to million dollar a year ad spend right and how they went from seven figures to an eight figure brand because it it does allow the system to use all of that data and and it allows your
Escúchalo en el minuto 29:23
Canales de adquisiciónEmpaquetar de cuatro a ocho ofertas diferentes dentro de una única campaña con solo uno o dos anuncios por oferta impide que los algoritmos de plataformas como Facebook optimicen y extraigan aprendizajes claros. El foco debe estar en identificar qué oferta específica puede escalar de forma rentable y darle estructura dedicada para que el sistema encuentre las mejores creatividades.
brands that are like well we're running four different offers and we're going to run build we're building ads on all of them and none of the ads work and they to them is that's not your problem your problem is which offer can you scale to a million dollars a year profitably were me if that were me I would essentially have four separate campaigns and try to find the best creative per offer for each one you know and have the machine basically rotate on those yeah seen people I've seen people try to have one campaign and then squeeze in like four to eight offers into that one campaign with like…
Escúchalo en el minuto 30:40
Canales de adquisiciónEmpaquetar de cuatro a ocho ofertas diferentes dentro de una única campaña con solo uno o dos anuncios por oferta impide que los algoritmos de plataformas como Facebook optimicen y extraigan aprendizajes claros. El foco debe estar en identificar qué oferta específica puede escalar de forma rentable y darle estructura dedicada para que el sistema encuentre las mejores creatividades.
brands that are like well we're running four different offers and we're going to run build we're building ads on all of them and none of the ads work and they to them is that's not your problem your problem is which offer can you scale to a million dollars a year profitably were me if that were me I would essentially have four separate campaigns and try to find the best creative per offer for each one you know and have the machine basically rotate on those yeah seen people I've seen people try to have one campaign and then squeeze in like four to eight offers into that one campaign with like…
Escúchalo en el minuto 30:40
Canales de adquisiciónSegmentar en exceso utilizando hiper-especialización por intereses condiciona negativamente el sistema de pujas de Facebook, provocando que el algoritmo eleve artificialmente los CPMs incluso al intentar pautar posteriormente a audiencias abiertas.
so much uh segmenting on Facebook that the algorithm like it bids as high as possible consist It can't under like under bid uh a Support rap told us that the bidding system was like almost locked like it's it it stopped bidding highest guard rails so they they'll spend like a $200 CPM for an open much time using all the things that you probably shouldn't be using like interest targeting all the St things right like they've almost spoiled their
Escúchalo en el minuto 13:40
Un mismo producto puede escalar con canales de adquisición radicalmente distintos
Canales de adquisiciónEmpresas que venden exactamente el mismo tipo de producto pueden triunfar mediante estrategias de adquisición incompatibles entre sí (como solo tráfico orgánico, solo influencers, solo email/podcast o solo compra de medios), siempre que dominen la ejecución del canal elegido.
people I I've seen the exact same business succeed in five different ways by you know business models succeed in a it doesn't mean that like I I've seen some businesses that can't make Facebook ads work at all but crush with influencer I've seen other businesses that can't make any paid media work but like their organic is [ __ ] Bonkers right I've seen some people where it's all just email and podcast no paid media at all they're like and you know what they're all selling the exact same thing like weight loss powder in a bag FL like
Escúchalo en el minuto 12:46
Canales de adquisiciónEn lugar de fragmentar la inversión diaria en múltiples campañas y públicos segmentados, concentrar el presupuesto (por ejemplo, $1.000/día) en una estructura unificada y simplificada reduce la fricción operativa y permite escalar el gasto con mayor estabilidad.
we've been able to put a $1 thousand on one campaign in like the history of any like a lots of agencies and other other don't do that they rather split their campaigns up and like spend a thousand in a lot of different places and it the way that we do it now uh it's much more easier to just do that and not you um and it's just been a lot more easy and a lot more intuitive the way that
Escúchalo en el minuto 0:47
Construir retención sólida para operar publicidad pagada sin dependencia destructiva
Retención y relación con el clienteDominar el email marketing y la atención al cliente crea una base de ingresos orgánicos que permite asumir el riesgo financiero de la adquisición pagada en Facebook sin depender desesperadamente del retorno inmediato de cada dólar.
business work like maybe what you need to do is just get a really good at like your email game and your product and customer service like email and customer service can get you to the point where you could throw $1,000 a day at Facebook and not make any dollar and you're going to be okay and if you're at that place you're going to get to a million dollars a year on Facebook really fast for sure because you don't need it to work and if
Escúchalo en el minuto 37:16
Oferta y precioLos clientes que pagan tarifas reducidas tienden a microgestionar excesivamente y a delegar la responsabilidad de la viabilidad total de su negocio en el proveedor, mientras que trabajar con pocos clientes de alto presupuesto genera mayores márgenes con una carga de soporte drásticamente menor.
is the less money a client pays you the more they are reliant on you to make or break the success of their business and the more they need to micromanage what you're doing because you are now such a an employee and like if you have five or 10 of those that is 100 that could be 50 to 100 hours a week like that is that's unbearable Thing versus why not I get two or three folks that you can get to a because two or three of those can easily be multiple six figures a year in week that's over a thousand hours a year you don't have to spend babysitting very often there's a lot more that they paying…
Escúchalo en el minuto 5:08
ConversiónPara agencias y consultores, aceptar clientes cuyo modelo de negocio no está preparado para la adquisición pagada genera fricción y cancelaciones a corto plazo; validar la viabilidad técnica antes o rechazar el dinero preserva la relación y evita esfuerzos inviables.
like I literally tell them like this is a bad idea I will not take your money I will not work with you I think you need healthiest thing to do in the relationship is be like we shouldn't do this I don't want to take your money the industry to resist taking someone's money if they can't help them like they right when in my opinion the best response is to just you know either say no I won't take your money because it's too for us like if we like we give a lot of companies like a try we give them like a like a one month trial for free to see like if it's possible for our campaign of theirs to…
Escúchalo en el minuto 10:05
Confiar en los algoritmos de optimización publicitaria en lugar de microcontrolar
Canales de adquisiciónLas plataformas de paid media automatizadas (como Meta con CBO y píxel moderno) requieren ceder el microcontrol manual de segmentaciones e intereses heredados de otros canales para permitir que sus modelos algorítmicos entreguen resultados.
other people right and if you're going to ask Facebook to be your marketing arm or a part of the picture you should be able to let feed Facebook to do it the way that it wants and I think that's so difficult when people come in from email or come in from Google and they try to apply those practices to Facebook and they struggle and like that's where supposed to do now or like CBO comes around like yeah you just spend here like what do you mean I can't microcontrol everything like how am I
Escúchalo en el minuto 38:59
La adopción de nuevos formatos de compra publicitaria fracasa si exige cambiar el comportamiento del usuario
ConversiónLos formatos de anuncios inmersivos o plataformas de compra interna suelen fallar si intentan forzar al usuario a aprender conductas complejas; el éxito en conversión proviene de simplificar al máximo la experiencia eliminando fricción (como anuncios dinámicos de producto o checkout en un clic).
didn't pan out like I don't know if you remember canvas ads I think yeah you can make like micro sites yeah and it was awesome and I remember we invested like months and months to build out canvas ad and what happened is nobody used it nobody engaged it was super cool we weren't used to the like Behavior like I think the biggest win I've ever seen in this change of behavior was was DPA where people could just swipe through see whatever they wanted and then buy the thing yeah so we'll see if buy now button is just the oneclick buy on Amazon but it's a sh you know what I'm saying I think that's…
Escúchalo en el minuto 48:34
Medición y experimentosLos cambios en privacidad y atribución (como iOS 14) pueden degradar drásticamente la efectividad de audiencias similares y el reporte de conversiones, multiplicando el costo por adquisición (CPA de 40-50 USD aumentando a casi 300 USD) y reduciendo la facturación mensual (de 280.000 USD a 80.000-90.000 USD).
went from about 30ish thousand a month to about 280,000 plus a month by like like May June this year things dropped off a lot you know after irs4 AB tracking transparency all that stuff uh things dropped quite a bit they went down to I think like 80ish or 90ish k CPA went up a lot CPA when we uh last year I think in the prime was about maybe $40 $50 per purchase um that had May it went up from about 4050 to about 300ish maybe about like high 200s per testing look look like kind of died off for us uh post zos 14 they were I think extremely well before that almost immediately decreased in…
Escúchalo en el minuto 21:49
Estrategia y decisiones de negocioGestionar clientes pequeños con inversiones de $300 a $600 al día suele demandar una cantidad desproporcionada de tiempo y atención operativa (5 a 10 horas semanales) en comparación con el valor generado, frente a la estrategia de escalar pocos clientes a facturaciones multimillonarias.
you just it cost me more time I spent more money to get on the phone call to realize that this is a complete waste of time than I'll ever make working on this have like a lot of clients for like maybe 3 to 600 bucks a day and they nor of agencies would rather take on a bunch of clients you know and keep them in that like five to ,000 doll a day spend um and grow that way as opposed to taking one client from like zero to like five 10 15 million a year and growing up harder work it is to deal first off if somebody's paying $300 a day $500 a day that also means that they want five 10 hours of…
Escúchalo en el minuto 4:14
Las migraciones de anunciantes por cambios estructurales suelen ser reacciones temporales
Canales de adquisiciónCuando una plataforma publicitaria dominante introduce un cambio estructural mayor (como la llegada del píxel o iOS 14/AMEM), suele desatarse un periodo de pánico de unos 18 meses donde los anunciantes migran en masa a plataformas secundarias con CPMs más baratos, pero estas rara vez ofrecen una alternativa sostenible a largo plazo.
happen like the amem and the Facebook pixel those are the two basically in the last decade those are the only two times I've seen a fundamental shift in the architecture and what happens is for the 18 months after that happens everybody's like this is over this is done I remember when the pixel came everybody flocked to Pinterest because the cpms were like 30 cents and like you can do anything and like it didn't work out yeah and then like CBO came and everybody flocked to Snapchat yep and then I you know amem comes in an iOS 14 and everybody's flocking to Tik Tok and there's money to be made…
Escúchalo en el minuto 45:42
Marca y posicionamientoAsociar una marca a una sola función clara y especializada reduce drásticamente la fricción de adopción en los usuarios, ya que elimina la necesidad de educarlos sobre el propósito del producto y dificulta que plataformas generalistas masivas compitan en ese nicho.
when you say face pay it kind of reminds me of the same like Chick-fil-A versus fast food experience where it's like you know what Chick-fil-A is for so you know to go there for that similarly you know what venmo's for you know so you wouldn't really think about Facebook pay as much because it's just more natural to use venmo because you know exactly what it's there for you know yeah and if like that that effect of the trick- fil of the world where and they do that one thing and everyone knows them for that one thing makes it easier it's when it's kind like it's more frictional yeah when it…
Escúchalo en el minuto 50:15
Las plataformas publicitarias dependen del éxito del anunciante y revierten cambios perjudiciales
Canales de adquisiciónLos cambios algorítmicos o estructurales en plataformas como Meta (como CBO o automatizaciones) no buscan perjudicar a los anunciantes, ya que su modelo de negocio es simbiótico; si una actualización destruyera la rentabilidad de las cuentas de forma masiva, la plataforma la revertiría para proteger sus ingresos publicitarios.
campaigns and I'm like why would they want to destroy our account are we not their customers yeah come on guys like it makes zero sense yeah none of it world Facebook's objective is to provide us the tools to use that data in a way that will allow us to spend more money right business model they need to support us so we can support them it is a symbiotic relationship and if they bring in CBO or some other thing and the net result is every Advertiser abandons Facebook overnight like they're going to immediately undo that bring back the hundreds of billions of dollars that they're making every…
Escúchalo en el minuto 40:21
Canales de adquisiciónLa ventaja competitiva de Meta y Google frente a plataformas emergentes reside en la presencia masiva de sus píxeles e integraciones en prácticamente todos los sitios web y dispositivos, lo que alimenta sus algoritmos de aprendizaje automático con un volumen de datos de comportamiento imposible de replicar a corto plazo.
but the unfair advantage that Google and Facebook has is their pixel is everywhere right like it's like can you the world and that's Facebook pixel and Google right like they're on every website they're on every device you are no privacy and so that access to data is what makes these platforms better than anything else and until somebody else comes along and has that omnience to the inventory to the data and to the customer EXP experience I don't think anyone will ever be able to compare or be able to compete and so for that way
Escúchalo en el minuto 43:04
CPMs históricos en fases de lanzamiento de plataformas publicitarias ($0,25 a $2,00)
Medición y experimentosDurante las primeras etapas de maduración de plataformas como Facebook o Snapchat, los CPMs rondaban entre 0,25 y 2,00 dólares, una fracción del coste alcanzado tras la entrada masiva de anunciantes.
Facebook 10 years ago I was talking to Dennis U about this and he was like he remembers 25 and 30 Cent cpms and I was like wow I remember dollar and2 cpms and he's like no man like he's more old school than I am like I you know he was there you know and three bucks yeah maybe a and what are we seeing on Snapchat was like a dollar2 doll but
Escúchalo en el minuto 41:41
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