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Facebook Ads Secrets with Charles Tichenor
31 ideas de marketing sacadas de «Facebook Ads Secrets with Charles Tichenor», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 31 ideas despiezadas
- Fuente Professor Charley T
- Dura 57 min
- Publicada en 2022
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Retención y relación con el clienteEl éxito de un equipo de atención al cliente debe medirse principalmente por el volumen de cancelaciones retenidas o revertidas y no por ventas cruzadas; evitar la fuga de un cliente que planeaba irse extiende directamente su ciclo de vida y financia la operación del área.
is it customer service if your customer service is good your drop rate on a client is gonna I'm we used to measure customer service success not by the amount of sales that they made because that's great my amount the amount of cancels they were able to turn around if you can pay for yourself by keeping somebody that wants to leave from leaving they're likely to stick around for longer so maybe they're with you for three months and they want to leave you overcome that objection they might say for four or five in addition to that three that's way more effective than trying to make the sales a…
Escúchalo en el minuto 33:41
ConversiónUbicar el formulario de registro y captura de correo a mitad de la experiencia interactiva (en lugar de al inicio o al final) reduce ligeramente la conversión directa inicial, pero permite captar el lead para que las secuencias de email cierren el ciclo de venta aumentando la conversión total.
we did a conversion objective with a uh about halfway through there was a registration slide and we tried it right up front where you give us your email address but you can't pay yet we tried it right in the middle and we tried it at the very end and we found was putting it towards the middle of the experience someone's like okay I get to engage here's my email whatever our conversion rate on that pathway was a little bit less but it meant we got your email and our email channel was able to close that Loop more effectively a conversion rate across the whole
Escúchalo en el minuto 30:23
Canales de adquisiciónConcentrar la mayor cantidad de presupuesto en la menor cantidad posible de conjuntos de anuncios (como uno amplio y uno de audiencias similares) y renovar únicamente las creatividades sin reiniciar las campañas permite que el algoritmo de Facebook acumule aprendizaje y mantenga anuncios rentables durante meses o años.
it was proving the validity of having a broad and a look-alike ad set inside of one campaign and you set and forget and you just consistently update the creatives and your ads but you don't constantly change where you're investing and that way Facebook gets smarter and smarter the dollars you spend today inform the decisions made three months six months two years from now architecture is keeping spending as much money as you can in as few places as possible and only making changes when your confidence is high of that change being a net positive for your outcome right
Escúchalo en el minuto 6:58
Estrategia de un dólar al día como detector temprano de tendencias y fatiga de contenido
Medición y experimentosUtilizar microcampañas de publicidad pagada de un dólar al día permite evaluar rápidamente el rendimiento del contenido en audiencias reducidas, identificar qué temas tienen mayor demanda antes de escalarlos y detectar cuándo un mensaje ganador empieza a agotarse.
think of it as a canary in the coma right if if the thing that worked forever all of a sudden stops working my dollar day that one you might have nine things running and the best one from the last three months all of a sudden tanks I know I got her I I whatever the next thing is I gotta pivot around them and I use it way more for that Canary in the coal mine effect and also to let me know what my biggest opportunities are for instance I knew when I should start talking about chat bots in Black Friday because all of a sudden those view counts went through the roof now historically I know the…
Escúchalo en el minuto 50:18
Medición y experimentosPara resolver la disparidad entre fuentes de atribución y evaluar el verdadero impacto de cada canal, utiliza una ventana estricta de clic a 1 día por plataforma y contrástala con el rendimiento agregado del negocio. Si la métrica de un canal mejora pero las ventas totales de la empresa no crecen, el canal no está aportando volumen incremental.
from me so I ultimately had to do was understand if I spend more here does that lift my performance and so ultimately the way that I enacted this at a deeper level is if I'm willing to accept my attribution model is a one day Clip there's going to be overlap sure the likelihood of somebody clicking on a Facebook ad hitting a search ad opening up an SMS and an email and clicking on all of them fairly low in one day in a week that could happen across the board right so I just accept each Channel as their own version of Truth and try to make each Channel more efficient on that one day click…
Escúchalo en el minuto 16:10
Las audiencias amplias en Meta Ads absorben el retargeting automáticamente
Canales de adquisiciónAl configurar campañas de conversión con audiencias amplias (broad), el algoritmo de Meta se encarga de reimpactar por sí solo a usuarios previos con alta intención de compra, haciendo innecesario mantener conjuntos de anuncios dedicados exclusivamente al retargeting.
generally I don't go for much more than that and one of the things you'll hear missing in there is retargeting but I don't really heavily Focus that much on retargeting for most of my campaigns and the reason is because Facebook is already doing that for us when you go broad you're saying reach anybody possible and Facebook is going well the person that added your card yesterday is probably a higher quality impression than somebody that's never seen you before so your broad audience is going to do that retargeting for you anyway and as
Escúchalo en el minuto 10:46
Canales de adquisiciónUna estructura de campaña eficiente en paid social opera con dos audiencias de control: una abierta (broad) filtrada solo por demografía para maximizar volumen con CPMs bajos, y otra de lookalikes apilados basada en objetivos de negocio de alto valor para asegurar conversión cualitativa, permitiendo que el algoritmo equilibre escala y eficiencia.
gen whatever an ideal campaign structure to me is I work off what I call control ads and control audiences proven winning so I might have a control campaign that has a broad audience age gender location so I'm not paying any premium for that inventory I'm solving the problem on a quantitative solution the broadest audience possible I'm getting the lowest CPM with the most infinitely scalable inventory they don't solve qualitatively so I'll have a look-alike audience built around one or two business objectives if you can make a what we call a stacked lookalike of two or three business…
Escúchalo en el minuto 8:16
Canales de adquisiciónUna mala experiencia postventa penaliza el Page Score en Facebook Ads: una puntuación por debajo de 2 impide gastar presupuesto, mientras que puntajes alrededor de 2.5 pueden duplicar o triplicar el CPM y disparar el CPA hasta un 70% en comparación con páginas con puntuaciones superiores a 4.
every page has what they call an Advertiser score a page score a good paid score is in the upper fours if you're below a two you're not even gonna be able to spend money if your score is at a 2.5 you might be paying two or three times the CPM for the same exact ad to the same exact audience as if it's a four and a half or close to a five and I've directly seen the impact of oh we got artificially flagged we went to a 2.8 our advertised our CPAs jumped 70 they got to fix
Escúchalo en el minuto 36:35
Medición y experimentosEn lugar de enfocarse en métricas como CPC o CTR (que pueden caer simplemente por ganar mayor alcance), se debe evaluar el rendimiento publicitario frente a los propios registros históricos y controlar el costo admisible por objetivo.
I think what I try to look at more importantly than comparing myself to others is really trying to compare myself to my own historic benchmarks and understanding what success looks like in addition I really really try to steer people away from looking at metrics like CPC or CTR on platforms because here's more clicks but that click-through rate might plummet doesn't mean the ad is bad so there's a lot of context to that data is allowable cost per Target objective buy a platform
Escúchalo en el minuto 46:59
Estrategia de contenidosEs fundamental utilizar una combinación de formatos (como video e imágenes fijas) en la pauta publicitaria para evitar perder a segmentos de clientes potenciales que solo consumen un tipo específico de contenido.
I want to make sure that I'm appealing to several different types of customers in several different types of ways maybe you're really great at video content but for that person that only looks at that it will never watch a video they're never going to see your ads but somebody that only looks at still images and wants to click or not you're never going to talk to them
Escúchalo en el minuto 45:24
Mensaje y copywritingEl testing creativo debe estructurarse por conceptos y ángulos de venta diferentes, no únicamente por variaciones estéticas de un mismo mensaje. Si se reitera el mismo ángulo de venta, se saturará a un único segmento de audiencia y se perderá la oportunidad de captar a clientes con motivaciones de compra distintas.
what I will say is I try to organize my creative testing and my organization of how I'm conducting my Asset Management around what I call Concept I want to know what types of sales pitches are working I want to know what type of content am I producing I want to know what are people latching on to because here's the thing if I'm making the same sales pitch over and over again I can make 20 different types of a sales pitch to sell a minivan when you come into my car dealership and want to buy a sports car I got nothing to say to you that's a sale that I'm gonna miss at some point there's no…
Escúchalo en el minuto 43:34
Canales de adquisiciónPara presupuestos estándar de entre 1.000 y 5.000 dólares diarios, la mayor parte o la totalidad de la inversión publicitaria debe destinarse a objetivos de conversión; cuantificar el retorno incremental de campañas de embudo superior y medio resulta muy difícil a menos que se inviertan entre 10.000 y 30.000 dólares al día.
businesses with a smaller budget standard bell curve of that thousand dollar to five thousand dollar a day space probably the majority if not all your money should maybe go to conversion from a paid perspective I tend to focus the vast majority of my media on conversions I will say this it has been hard for me to quantify the lift from doing multi-touch stage marketing over just going for conversions unless I'm at the 5 10 20 30 000 A Day level
Escúchalo en el minuto 20:19
Medición y experimentosPara escalar y profesionalizar la compra de medios, es necesario implementar cuatro documentos clave: un reporte compartido que mida el margen por canal, un registro histórico de optimizaciones y aprendizajes para evitar repetir errores, una documentación de reglas de negocio/automatizaciones junto con los activos activos en el mercado, y una hoja de ruta de testing a 30, 45 y 90 días.
but I generally build things around a few types of documents one I've got a shared reporting platform that measures every platform I'm spending money on so I'm able to understand my contribution to the margin by Channel I also will have a log of all my optimizations and all my testing so I don't have to make the same mistakes and so other people can learn from the mistakes in the wins I also have something in places I can document all my automated rules all my business rules and all my Assets in the in the market like what's out there what ads are people seeing um and who's accountable to…
Escúchalo en el minuto 41:07
ConversiónSi la fortaleza comercial está en el teléfono, el email o la conversación presencial, los anuncios deben diseñarse únicamente para captar el lead y generar la conversación, en lugar de intentar forzar la compra directa en el anuncio.
ecosystem and what I'll say is this if you're much better at email and phone conversation or face to face then you aren't making a Facebook ad lean into your strength your conversion might be phone calls so making a million Facebook ads trying to Target making somebody to buy today it could be a complete waste of your money when you know put me in a room I'm gonna Land one out of 10 people all I need to do is get you in enough room yes
Escúchalo en el minuto 25:33
Canales de adquisiciónEvita depender del remarketing solo porque eleva el ROAS en plataforma, ya que a menudo se atribuye conversiones orgánicas; aísla estas audiencias para objetivos concretos (como anuncios dinámicos de producto en ecommerce), evalúalas bajo clic a 1 día contra ingresos reales y aprovecha los públicos personalizados para excluir compradores de ofertas irrepetibles (como tripwires).
it's wonderful for exclusions I think that's a really big big piece you know if you have a tripwire offer and you don't want somebody to take advantage of it repeatedly don't let somebody bought it once see it again in general I don't rely on them I would in isolated positions for very specific business objectives for instance I'm a big fan of using Dynamic product ads and e-commerce stores for remarketing I um but I value that remarketing against a one-day click metric and a keen on making sure that I'm measuring the incrementality of that remarketing effort bottom line is a lot of people…
Escúchalo en el minuto 18:28
Oferta y precioAumentar un solo dólar en la tarifa de envío puede elevar el valor promedio del pedido (AOV) y generar ingresos significativos de forma más directa y simple que complejizar la estructura de anuncios.
end of the day one of the easiest ways of raising your aov charge a dollar more for shipping that's not a Facebook ads problem but I've done it and made an extra couple of million dollars a year that's a simple solution that is not a better Facebook ad that is just let me get a little bit extra cash
Escúchalo en el minuto 48:46
Retención y relación con el clienteEn una prueba de producto SaaS, un proceso de onboarding inmersivo de 8,5 minutos superó significativamente la conversión de una versión rápida de 30 segundos, reduciendo el rebote y cuadruplicando las ventas orgánicas (SEO) en 90 días por el aumento en el tiempo de permanencia.
onboarding experiences I worked with one SAS company um this actually the company we tested 30 second onboarding and 10 minute onboarding and what we found was making somebody sit for eight and a half minutes where they had to engage a little bit and we basically played him a video but they felt like numbers were flying around in the background and all sorts of stuff was happening the conversion rate of somebody that sits eight and a half minutes is so much better than the person that comes in after 30 seconds and because of that our SEO ranking shout out our SEO sales quadruple in a space of…
Escúchalo en el minuto 29:17
Medición y experimentosUna marca logró escalar su inversión de 8.000 a 30.000 dólares diarios aceptando una caída en el ROAS de Meta de 2.5 a 0.8, al fijar el punto de equilibrio en el Customer Lifetime Value (LTV) en vez del ingreso de la primera compra.
20 bucks with that customer on average is worth 150. like I scaled a brand um where we were starting out at 8 000 a day at a two and a half we got to thirty thousand a day by running at a point eight because we focused on the LTV as our customer acquisition cost Target all we have to do is break even on that and we were scaling to the Moon
Escúchalo en el minuto 12:58
Retención y relación con el clienteEn modelos de suscripción y SaaS donde el negocio depende del LTV, diseñar una experiencia de onboarding o compra extensa y personalizada (15-20 minutos) resuelve objeciones por adelantado y genera un compromiso emocional profundo que mejora la retención a largo plazo.
and honestly I stole that long form from um apparel brand subscription company but they make it so it feels like they get to know who you are you're sitting with a salesperson kind of feel and it takes almost 15 minutes to make your but their LTV on those customers is magnificent and it's because you emotionally buy into the product and you I think especially when it comes to SAS companies or subscription model if your LTD is long then you're really building your business not on the customer acquisition cost but on the ability to keep that business for a long time and one of the biggest…
Escúchalo en el minuto 30:52
Implementar la estrategia de un dólar al día para obtener feedback continuo
Canales de adquisiciónInvertir un presupuesto mínimo diario de un dólar en anuncios permite validar creatividades de forma constante y mantener un flujo continuo de adquisición de nueva audiencia sin asumir grandes riesgos.
mean I love the dollar A Day stuff and I what I love about the dollar a day strategy and why I've been using it for a long time is at the end of the day it gives you consistent feedback and consistently brings you new people
Escúchalo en el minuto 49:16
Canales de adquisiciónPara escalar el gasto publicitario en Facebook Ads por encima de los 1.000 a 2.000 dólares diarios, es fundamental evitar tres errores: abarcar demasiados objetivos de negocio sin explotar la oferta principal, hacer pruebas por ensayo y error sin método incremental, y buscar victorias rápidas a corto plazo que reinician constantemente el aprendizaje automático del algoritmo en vez de crear estructuras evergreen.
probably the biggest issue that I see is an architectural issue around what most often they're making one of three mistakes num one they're trying to accomplish too many business objectives they haven't picked a lane they don't have a tripwire offer they don't have as it happens to be they haven't maximized the value of their best business assets and so they're leaving opportunity on the table to chase other ideas you know you can do one thing well if five things is I think they're testing methodology tends to be way more trial and error hit or miss and way less incremental value and the…
Escúchalo en el minuto 2:46
Medición y experimentosDado que el subregistro de conversiones en el panel publicitario suele ser relativamente uniforme a lo largo del tiempo, optimizar campañas tomando como guía consistente la ventana de atribución de 1 día de clic permite mejorar la calidad del tráfico sin bloquearse por la falta de precisión exacta de los datos.
I know it's inaccurate but I know that level of inaccuracy is fairly uniform if it's 40 off it's 40 off every day my job is to make that 40 off number more effective for instance what I've been seven years now is I measured to a one day click all I need to do is make that one day click number more efficient that better that means I'm flooding my store with higher quality traffic of a better quality customer and that means
Escúchalo en el minuto 14:07
Medición y experimentosLas pruebas de anuncios deben formularse con hipótesis claras y resultados esperados definidos, y únicamente generan aprendizajes transferibles si se dispone del presupuesto necesario para sostener el test hasta alcanzar significancia estadística.
understand from a very core element that Facebook is a there's no different than anything else it's a scientific method platform so you have to understand what's my hypothesis what's my expected outcome on people don't necessarily have the budget or the or the the awareness to see tests all the way through if you don't have the budget to understand that test to a completion of statistical significance it's going to be really difficult for you to be able to take one lesson and apply it to someplace else
Escúchalo en el minuto 4:21
Medición y experimentosEvaluar o apagar anuncios basándose solo en las fluctuaciones de los primeros días impide saber si son viables; para poder optimizar y proyectar resultados con precisión, el conjunto de anuncios debe superar la fase de aprendizaje y demostrar estabilidad en la entrega.
learning phase for instance part of what the learning phase is is Facebook telling you it has confidence in delivering a consistent result now you might have really great performance on day two and three of an ad or an ad set or a campaign and then it drops off on I right the problem is you don't really know if you were successful or not because you never got to a place where Facebook said I can deliver you a consistent result if you can measure a consistent result and project that outcome then you can test to improve that outcome if you can't measure it then you can't improve it and so that…
Escúchalo en el minuto 6:05
Medición y experimentosDetectar la falta de aporte incremental en la red de display permitió pausar una inversión ineficiente de 30.000 dólares al día (equivalente a casi 1 millón de dólares mensuales) sin afectar las ventas totales de la empresa.
you know I have there's one business that comes to mind where I save them thirty thousand dollars a day in display because we realized that uh those marketers were not bringing incremental volume to the business and that was a million dollar a month of decision
Escúchalo en el minuto 17:07
Canales de adquisiciónSe debe destinar deliberadamente entre un 5% y un 20% del presupuesto de medios a pruebas de alto riesgo o ideas contraintuitivas que se asuman a pérdida, ya que de esos experimentos fallidos o inesperados surgen los mayores hallazgos de crecimiento del negocio.
taking risks I a lot a certain percentage of My overall budget that I consider a complete loss or I test things that I am not supposed to do whether it's five percent of my budget or Twenty yeah I want to fail because that's where I've gotten really good isn't find anything that was supposed to fail that ended up working out really well and I can't tell you know I and I think those are the types of things if you give yourself the opportunity to fail you're giving
Escúchalo en el minuto 44:20
Canales de adquisiciónEl algoritmo publicitario optimiza la segmentación y entrega de anuncios mejor que la microgestión manual; la gestión técnica debe limitarse a 60-90 minutos semanales para dedicar el tiempo a fortalecer el modelo de negocio, el servicio al cliente y las operaciones.
day trading it the honest truth now is the machine is smarter than all of us they are going to beat me a hundred percent of the time at their job my goal is not to micromanage the factory but to make sure business so while I'm a Facebook ads guy my number one thing that I try to teach people is how to make Facebook something that man that takes you 90 minutes a week maybe an hour a day a couple days a week so you can spend the rest of your time improving your business model because a bad business model is going to fail all the time and a good business model can succeed even if you do wrong…
Escúchalo en el minuto 38:10
Canales de adquisiciónA mayor complejidad operativa y microgestión manual sobre el algoritmo de Facebook Ads, peor suele ser el rendimiento de la cuenta; el sistema de aprendizaje automático supera la intervención manual cuando se le proporciona simplicidad y volumen continuo de datos.
the Facebook pixel is looking at data 24 hours a day on literally billions of users across millions of websites in real time they are going to beat me a hundred percent of the time my goal is not to micromanage the factory but to make sure the employees have the best chance for Success welcome and you end up working way harder than you need to honestly the harder people work tends to have a very inverse relationship to the success of their ad accounts you have to solve the Simplicity the more complicated you make things the harder it's going to be the more time you spend and the less money…
Escúchalo en el minuto 0:00
Canales de adquisiciónLas campañas optimizadas puramente a conversión actúan como una profecía autocumplida basada en los datos históricos disponibles; si no se exponen contenidos a audiencias más amplias para generar confianza y alimentar nuevas fuentes de datos, la capacidad de capturar valor incremental eventualmente se agota.
the more often people see you the more people trust what you have to and I'd much rather open myself up to than to whittle myself down to just the folks of that conversion campaign things a conversion campaign is a self-fulfilling prophecy it's based off the data that I have if I don't introduce new data sources I'm eventually going to deplete my ability to truly meet incremental value
Escúchalo en el minuto 21:22
Marca y posicionamientoComunicar con transparencia los inicios difíciles y las motivaciones reales detrás del trabajo genera una conexión más empática con la audiencia y diferencia a un profesional frente a la saturación de mensajes genéricos centrados únicamente en el éxito financiero.
and when we talk about motivation it allows people to relate to others that might also have that where they're like motivation is actually I'm inherently lazy I want to work less and less and less provide more and more opportunity like how do I do that and so that for me is what can allow me to relate to more and more people causes you to really stand out is that you share in your story of where you've come from in the last 10 years to be able to help other business owners scale is something that I think causes you to
Escúchalo en el minuto 53:23
Costo por prueba de manejo mediante anuncios de captación de leads
Canales de adquisiciónEl costo de adquisición por prueba de manejo agendada se situó en 15 dólares mediante campañas de generación de clientes potenciales en concesionarios de automóviles.
the new car we ended up getting test drives for 15 bucks I don't know if you know what they pay a car salesman to sell a car yeah 15 to put somebody in a car pretty good I love lead ads and the ability to
Escúchalo en el minuto 25:05
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