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Facebook Ads Cheat Codes with Kelvin Parker
22 ideas de marketing sacadas de «Facebook Ads Cheat Codes with Kelvin Parker», de Professor Charley T. Sobre todo de medición y experimentos, canales de…
- 22 ideas despiezadas
- Fuente Professor Charley T
- Dura 55 min
- Publicada en 2024
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Investigación de mercado y clienteEl motor publicitario de Meta y su volumen masivo de datos permiten usar la plataforma como un entorno ágil y de bajo costo no solo para probar creatividades, sino para validar la viabilidad de nuevos productos, modelos de negocio, ángulos de posicionamiento y sentimiento de mercado antes de exportar los ganadores a otros canales como Google o YouTube.
process was that okay we're talking about the testing process for Creative for ads but the truth is you can use this testing process for your advertising for Facebook for you advertising for Google search ddn YouTube Which is far easier um more efficient to test here and then take the creatives there you can use the same testing process for is a product viable is a business model viable what's the public sentiment around something what brand positioning should I be using I privacy but like the idea of like is this does this idea have legs is this something we should actually invest into what…
Escúchalo en el minuto 17:09
Usar las plataformas publicitarias como herramientas de investigación para el modelo de negocio
Medición y experimentosEl objetivo de la analítica y la optimización publicitaria no debe ser únicamente hacer funcionar un anuncio concreto, sino utilizar la plataforma como una herramienta de investigación de mercado para mejorar y hacer repetible el modelo de negocio.
been how to use the platform to make the business model work not how to use a platform to get ad a to work but to get the business model to work and all of the the optimization the analysis the uh the testing road map the testing log um it's all about it keeps coming back to improving the business model it all that's really what this is is how do you utilize the world's greatest market research tool to improve your business model so that you can invest in your success in a sustainable repeatable
Escúchalo en el minuto 45:38
Medición y experimentosEn lugar de probar anuncios completos y cerrados, se deben descomponer las piezas publicitarias en sus elementos individuales (ganchos, ángulos, textos y creativos), evaluarlos por separado y permitir que el algoritmo de la plataforma combine los componentes ganadores.
because when you feed the testing system different ideas Concepts approaches appeals Hooks and so forth and you do it you're feeding options to the system and you're testing them and you're breaking it completely down by components testing all the components individually and then putting them back together and letting Facebook do what it's great at which is to combine all your winning elements into winning versions you're guaranteed
Escúchalo en el minuto 11:09
Canales de adquisiciónLa segmentación completamente abierta (broad targeting) supera a la segmentación manual por intereses porque el algoritmo de machine learning de Meta analiza el texto y el creativo del anuncio para identificar y entregar el mensaje a la audiencia correcta, reduciendo costos adicionales asociados a tecnologías de intereses obsoletas.
great it was uh all around targeting and it was targeting broad uh with uh really no other filters involved and I just you understand that the machine learning platform of Facebook was going to read my ad even read my creative and it was going to find and decide who should be worked way better than what I was that interest groups aren't what you think that they are and that they cost extra and that I mean to be fair the tech hasn't been updated since like 2015 so you're using really outdated technology to do something that will raise your cost of advertising and
Escúchalo en el minuto 2:00
Medición y experimentosTener un ROAS muy superior al punto de equilibrio (break-even) suele indicar infrainversión; priorizar mantener un ROAS inflado en lugar de gastar hasta el margen de rentabilidad frena el volumen de adquisición y la escala del negocio.
comes to me and they're like well we're getting a 3X on Facebook I'm like well what's break even and they're like or one and a half and I'm like great so you're spending half as much as you should like you're actually a liability to the success of this business because you're too good at your job and too myopically focused on the small little part of the universe that you
Escúchalo en el minuto 33:05
Canales de adquisiciónEl objetivo de la publicidad pagada no debe ser microoptimizar ajustes en la plataforma (como buscar la audiencia perfecta), sino simplificar la operativa técnica para identificar y resolver las limitaciones reales del modelo de negocio que impiden escalar la inversión de forma rentable.
good and what they forget is like your job isn't to make Facebook look good have to do business development I I think the best media buyers in the world are business development individuals and well you're not even addressing the problem that you have and if you can make Facebook really simple and easy so that it's something you can manage with a high level of confidence in a small amount of time and then use these skills really begin to analyze what other business problems you're having so that be what if your problem is like I want to understand why I can't spend two million and you solve…
Escúchalo en el minuto 27:34
Alinear la pauta con el algoritmo de la plataforma en lugar de intentar ganarle con microsegmentación
Canales de adquisiciónEn plataformas de publicidad con aprendizaje automático como Meta/Facebook Ads, tratar de manipular manualmente la segmentación por intereses actúa como 'day trading': eleva los costos (CPM), genera inestabilidad y sobrecarga de trabajo. La estrategia óptima es comprender los objetivos del algoritmo (experiencia de usuario y retención) y facilitarle el trabajo alimentándolo con datos y creatividades en lugar de…
into account how the Facebook machine learning platform actually works and you stop fighting against the machine and start to feed what it needs then it can deliver to you what you need want to have and I think the interest targeting and Broad is just one of those the same folks that are complaining about their ad accounts getting shut down and their cpm's rising and Facebook platform find out how it actually works what it needs it is a machine after all find out what it needs and give it to it you end up in a scenario where you're day trading and I don't know if you've line the same you…
Escúchalo en el minuto 5:19
Oferta y precioEl objetivo prioritario y no negociable de cualquier negocio es lograr un modelo comercial repetible y escalable antes de que se agote la pista financiera y los recursos operativos.
if a if a business model doesn't work there's there's nothing that's going to fix it and if your business fix it look the goal of anybody in business should be to build a repeatable and scalable business model before running out of resources yeah before the money runs out yeah before the money
Escúchalo en el minuto 44:48
El riesgo de priorizar las métricas de plataforma sobre la economía global del negocio
Medición y experimentosTras escalar la inversión publicitaria de 600 a 3.500 dólares diarios duplicando el LTV y alcanzando una tasa de facturación anual de 1,5 a 2 millones de dólares, el negocio colapsó a entre 600.000 y 800.000 dólares al delegar la gestión a un especialista que priorizó maquillar las métricas dentro de Facebook en lugar de cuidar los fundamentos del modelo de negocio.
a client where they were coming to me they were spending 600 a day at ex and it after about four or five months they were coming in at like 3,500 a day at two but over that time we had also doubled the LTV and we had gone basically be his CMO and then that person didn't understand understand what Development they struggled to make Facebook look better and it crippled the from uh EXT you know million and a half2 million a year run rate in media at a profit um to struggling to get to6 and $800,000 a year
Escúchalo en el minuto 47:23
Estrategia y decisiones de negocioEn lugar de buscar tácticas universales 'llave en mano' o replicar el éxito aislado de terceros, la formación efectiva debe enseñar marcos de pensamiento para diagnosticar problemas y moldear soluciones a la medida de cada cuenta o negocio.
even the best advice in the world might and and I try to bring make this very apparent is like the best advice in the world might be applicable to 80% of the problems 80% of the time to 80% of the people and the best answer for you is to take that and then mold it to the way it's going to work best for you and what turnkey solution do this thing you're going to work it's do this thing to figure out how you should be thinking about the problem to find the solution that works for the way that you think and the way that you problem solve so you can repeat this success and I think
Escúchalo en el minuto 43:01
Presupuesto de validación publicitaria por componentes vs. método tradicional
Medición y experimentosMientras que el método tradicional de testeo exige correr decenas de anuncios individuales a un mínimo de 20 dólares diarios durante al menos tres días acumulando altos costos, el testeo dinámico por componentes permite obtener una lectura clara de mercado con un presupuesto de un par de cientos de dólares.
are doing because generally you know people will think I need a certain number of test ads I need to let them run at 20 bucks a day I need minimum three days um multiply by however many you know dozens of ads that can get what's going to work um when you break things down by components meaning uh you know different elements of an ad and this uh go to Bear testing process you could easily get a good read for you know on a major project for a couple hundred bucks yeah no I love it I love
Escúchalo en el minuto 13:58
Estrategia de contenidosInvertir presupuestos de seis cifras en producción publicitaria o acuerdos con celebridades puede resultar en pérdidas, mientras que creativos grabados de forma sencilla con un teléfono móvil a menudo logran superar con creces esos resultados en ingresos.
this thing looks really cool I can't tell you how many times I've spent a hundred grand on an ad to get it made and we lost money and then somebody shot a video at their phone and it produced a million dollars like I I mean quite legitimately I was I did back in the day a deal with um a member of the Kardashian family to help out with a brand and it was a six-figure deal and we lost half of our money and we had the woman that answered the door and the phone at the front desk take a little video for her Snapchat and it did three times as much revenue and it was just fun stuff right but proving…
Escúchalo en el minuto 20:24
Medición y experimentosProbar decenas de variaciones de anuncios y múltiples audiencias con presupuestos fragmentados suele ser una estrategia ineficiente: aunque eventualmente aparezca un ganador por azar, rara vez genera suficiente margen para compensar el costo acumulado de todas las pruebas fallidas.
like 20 ads I see so many people like well I'm building 10 different versions of an ad or 20 different versions of an ad I'm testing a bunch bunch of different audiences they're spending maybe 10 bucks a day or 50 bucks a day or $100 a day for a week or two and they come out of it with something that did I get lucky and then if they did they come up with a winner and then they're like okay I found one thing that works my question to them is is that going to be so successful that you can pay off all the losses like if you're playing if you're if you're thinking like all right all I have to do…
Escúchalo en el minuto 15:09
Monitorizar métricas de ecosistema omnicanal para gestionar el negocio de forma proactiva
Medición y experimentosLlevar un registro diario e independiente a nivel de ecosistema permite comparar el rendimiento entre semanas y meses sin depender exclusivamente de las métricas internas de cada plataforma publicitaria, ayudando a anticipar caídas de rendimiento antes de tener que apagar incendios.
about uh let's take the uh the the ecosystem RAR that's what you call this document which uh essentially takes a you know five 10 minutes a day to update but gives a view that you can't get inside any AD platform and it's uh it's good for any AD Channel not just Facebook and it will allow your mind to be in a in a analytical uh mode as to what's going on with your business and uh and it's designed down to the n's degree to make sure that you can compare week over week month over month quarter over quarter year over year and uh all instead of putting out fires you are monitoring if any hot…
Escúchalo en el minuto 22:41
Medición y experimentosUna vez identificado un anuncio ganador en las pruebas, debe establecerse como anuncio de control y someterse a rondas continuas de iteración frente a nuevos anuncios de prueba para intentar superar su rendimiento de forma sistemática.
and we go through a certain number of iterations we find a winner and then we continue to improve upon that so more iterations to beat the winner that's a control ad versus you know upand cominging test ads the process works
Escúchalo en el minuto 12:59
Canales de adquisiciónPara reducir costos por mil impresiones (CPMs de $30 a $100), se debe alimentar el algoritmo de anuncios con creatividades que maximicen la tasa de acción estimada (Estimated Action Rate) y la percepción de marca en audiencias amplias, logrando resultados sostenibles por meses o años en vez de soluciones efímeras.
you know we talk about the bear is the Branded estimated action rate and we're looking to help what can help the brand to improve the page score as well as brand lift and sentiment in the marketplace with also doing market research but also improving that estimated action rate so that we can get ads that people want to see that Facebook wants to show people and the only we running these abroad so they're the cheapest audience we can but our costs will come down like uh you know I 30 4050 $100 cpms and it's like well if you spent time and effort trying to give the system what it wanted and you…
Escúchalo en el minuto 15:54
Canales de adquisiciónTener resultados aislados con un cliente o nicho específico puede deberse simplemente a la suerte o a la fuerza intrínseca de ese producto; el verdadero rendimiento publicitario requiere un sistema y proceso documentado capaz de repetir el éxito con confianza en cualquier modelo de negocio y vertical.
them and I you know if you don't have a system and a process to repeat success with confidence across any vertical with any business model then you got lucky and there's tons of people to get you but by no means is one person getting lucky in isolation a plan for the future there's so many great ideas
Escúchalo en el minuto 38:21
Medición y experimentosLos negocios de gran tamaño evalúan el marketing mediante la contribución marginal neta, la distribución de inversión por canal y mapas de experimentación, en lugar de discutir micro-métricas operativas aisladas como el CTR de un anuncio.
you go into a conversation they want to know what your testing road map is they want to know what your year-over-year plans are they want to know like what your investment is by platform and your incremental you know contribution to the bottom line they don't give a damn about well our click the rate on this ad was so and so like nobody gives a and conversation that doesn't matter to the person writing the check then your conversation probably shouldn't even matter to you because you have to think
Escúchalo en el minuto 31:46
Canales de adquisiciónValidar anuncios únicamente dentro de grupos de intereses específicos 'malacostumbra' el aprendizaje de la máquina a un entorno protegido, lo que provoca que fallen al pasarlos a audiencias amplias y atrapa al anunciante en un ciclo interminable y costoso de búsqueda constante de audiencias.
the funny thing is so many people say well I run ads at targeting audiences and then run them at Broad and they don't work at Broad I'm like well you tested them against interest groups and you scaled and you T taught the machine to learn how to be successful there and the analogy I always like to make is you raised a spoiled rotten kid that cannot succeed without mommy and daddy's money and when you threw it out there in the real world and it failed you were like well clearly successful and if you're constantly trying to find the Right audience for the right ad it's so stressful so expensive…
Escúchalo en el minuto 3:33
Canales de adquisiciónFacebook Ads opera como una plataforma de aprendizaje automático bajo el principio de entrada y salida de datos ('garbage in, garbage out'): la plataforma entrega resultados según cómo se la entrene, por lo que su éxito exige aplicar un método científico disciplinado, repetible y adaptado al funcionamiento de su algoritmo en lugar de buscar atajos rápidos.
such discipline it's methodical it's the scientific method uh to the tea it's applying that scientific method to as work anymore the only reason Facebook doesn't work anymore is because people are not using the machine learning platform the way the machine learning platform works if you start using it the way it works it will deliver to you what you train it to deliver to you but that what it promises so you f garbage in garbage out something good in something process that is repeatable and persistent and delivers a result like a machine because you're
Escúchalo en el minuto 50:35
Canales de adquisiciónLas tácticas o trucos fuera de contexto solo funcionan por un tiempo limitado y terminan fallando cuando van en contra de cómo está diseñado y opera realmente el algoritmo o la plataforma publicitaria.
they told you you should do XYZ are they taking into account how the platform really works or are they selling you out of context hacks which work to a point and then they stop working because they're going against how this the platform works so that's the problem
Escúchalo en el minuto 35:14
Estrategia y decisiones de negocioLos métodos y tácticas que se comercializan como recetas universales de éxito suelen fracasar cuando se aplican a otros negocios, pues su efectividad dependía exclusivamente de un contexto temporal, madurez de empresa y mercado específicos.
other dirty little secret about info publishing about moneymaking is people have one success it's a valid success but it's in a certain context it's maybe quite a narrow context so in that context in that time and space in that market with that tactic it worked but then they shrink WRA that and and do seminars all over the world selling this process which won't work for anybody because it's completely out of context for anybody else's situation circumstances or scenario so the same but does that mean that you can duplicate that are your circumstances the same are you in the same Market are…
Escúchalo en el minuto 34:07
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