Marketero · Entrevistas
Fixing Meta and Scaling Brands with Limited Supply
41 ideas de marketing sacadas de «Fixing Meta and Scaling Brands with Limited Supply», de Professor Charley T. Sobre todo de canales de adquisición…
- 41 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 04 min
- Publicada en 2025
Ver la entrevista entera en YouTube
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Retención y relación con el clienteAnaliza el historial de transacciones de tus compradores recurrentes para detectar cuál fue el primer producto exacto que adquirieron como clientes nuevos. Promociona en tu adquisición ese artículo con mayor propensión a generar compras repetidas, aun si deja menos margen o genera pérdidas el primer día, para evitar el costo de oportunidad de adquirir clientes que nunca regresan.
even better. Look at all the receipts from the last year. Download all of your transactions. Understand is this a new customer or returning customer. What I want you to have is name whether they're new or returning, what they bought, and you basically want to do is say, you want to sort that data or ask chat the question, look at all my returning customers. What was the most commonly bought item when they were new? What you're looking for is what is the item that somebody buys that have the highest propensity to become a repeat buyer? friends with them. The point is sell the steak every now…
Escúchalo en el minuto 51:39
Medir el costo por mil cuentas alcanzadas para monitorear el costo de incrementalidad
Medición y experimentosMás allá del CPM estándar de impresiones, es clave monitorear la métrica de costo por mil centros de cuentas alcanzados (unique CPM) en el administrador de anuncios. Esta métrica refleja el costo real de incrementalidad publicitaria, indicando con precisión cuánto cuesta llegar a usuarios únicos y no a repeticiones sobre la misma base.
impressions. But if you begin to measure uh cost per thousand account centers reached which is easy to do if you open up your dashboard to the custom conversions or sorry the custom you go to your columns and customize your columns you type in the number one the very first thing that pops up is cost per thousand account centers reached and the big difference here is that's a CPM but it's unique CPM so that's essentially the cost of incrementality how much does it cost to reach new
Escúchalo en el minuto 21:06
Estrategia de contenidosNo diseñar los videos de Reels respetando las zonas seguras (safe zones) de la interfaz provoca que Meta restrinja deliberadamente la entrega tanto orgánica como pagada, lo que encarece la visualización de los anuncios y deteriora la tasa de conversión.
content though. One of the things that we need to be very mindful about is the safe zone on your Instagram content. If in your wheels you are not putting stuff into the safe zone, they are more aggressively inhibiting delivery organic and paid. So if you are not within the safe zone, your views, your reach, and your se and your conversion rates, everything's going to suffer. They're going to basically charge you more money to show your ads to lower quality individuals. So um remember the safe
Escúchalo en el minuto 4:00
Canales de adquisiciónPara escalar campañas publicitarias de manera controlada y predecible, evalúa incrementar el presupuesto un 5% los lunes, miércoles y viernes según el rendimiento móvil de 7 días y el acumulado mensual; mantener esta cadencia permite duplicar la inversión en un mes sin desestabilizar el algoritmo.
and it's difficult, I would ask yourself Monday, Wednesday, Friday, am I comfortable raising my budget by 5%. The answer might be yes. The answer might be no based on a trailing 7-day average and your monthto- date targets because it might be a bad week but a great month in which case screw it just keep going. The reason for that is if you can say yes to 5% three times a week in a month you'll double your budget over a year 500 bucks And do that Monday, Wednesday, Friday.
Escúchalo en el minuto 1:00:44
Canales de adquisiciónPara reducir los costos publicitarios y evitar saturar al mismo público, conviene colaborar con creadores cuya audiencia tenga una mínima superposición con la de la marca. Una alta coincidencia dispara la frecuencia y encarece el costo de llegar a personas nuevas, mientras que una baja coincidencia permite al algoritmo impactar a clientes potenciales que estaban fuera del radar de entrega habitual.
people and when you focus on individuals who have an audience with a smaller overlap uh than with your own. So I have an audience here, somebody else has an audience and there's like one person that shares both that cost per thousand individuals is a lot cheaper. When the audience when the overlap is a lot higher that the frequency goes up basically is what this is doing and the cost to reach new people goes up. So the cost for incrementality is higher. What this really means is find creators who you like, find creators whose audience isn't necessarily somebody who's already paying attention…
Escúchalo en el minuto 21:34
Oferta y precioEn lugar de aplicar descuentos a todo el catálogo que atraen clientes infieles sensibles al precio, es más rentable lanzar bundles u ofertas de ticket más alto (por ejemplo, $250-$300 frente a un AOV habitual de $100). Esto aprovecha el tráfico comercial para adquirir clientes de alto valor a menor costo relativo, eleva el AOV y evita el desplome de ventas posterior a la temporada.
don't do like sitewide discounts and stuff like that. Like, that's terrible. the same thing. What you can do is say that it's actually a discount on highv value people. So instead of discounting your products, make higher priced bundles, make more aggressive offers. volume of really bad customer because also if price is the reason they buy the likelihood of them buying again is a lot less. Price conscious consumers are the least brand loyal. Instead of looking at Black Friday as an opportunity to run discounts, think of it as an opportunity to buy customers at a discount but focus on the…
Escúchalo en el minuto 46:52
Evaluar la rentabilidad publicitaria mediante CPA Blended frente al AOV en lugar de modelos de atribución
Medición y experimentosLa atribución individual por canal suele ser engañosa; la verdadera rentabilidad del gasto publicitario debe medirse dividiendo el gasto total en anuncios entre el volumen total de transacciones (CPA combinado o blended CPA). Si este costo por adquisición combinado se mantiene por debajo del ticket promedio (AOV), el negocio es rentable y puede escalar mediante volumen.
that space is not be profitable according to attribution. Attribution doesn't matter. And attribution as a concept is a complete fallacy. What matters for you is when I raise my ad spend, what happens to my overall volume of transactions? If my volume of transactions as an as the denominator divided from the numerator, which is my ad spend, the fraction of that brings me a blended CPA that is below my AOV, I'm profitable. Then the volume of profit you make is taking that times as many transactions as you have. Now, the beautiful thing The point is, the more volume you get, the lower that…
Escúchalo en el minuto 31:13
Canales de adquisiciónEn Meta y especialmente en partnership ads de Instagram, el audio forma parte del mecanismo algorítmico de distribución importado del entorno orgánico. Los anuncios deben diseñarse con sonido intencional o audios en tendencia para maximizar la entrega y el rendimiento.
Also know that the audio we are now supposed to design for sound on the audio is now part of the delivery mechanism. So they are looking it is not just B-roll audio. It is not just generic sound. They are specifically using the audio. They're basically importing the trending audio uh delivery mechanism from the organic side of Instagram into the ad account for partnership ads. So that's a cheat code.
Escúchalo en el minuto 5:25
Medición y experimentosCalcular la ganancia bruta por transacción restando el costo por adquisición al valor promedio del pedido (AOV menos CPA) es más revelador que monitorear ROAS o CPA de forma aislada, ya que permite determinar cuánto costo de adquisición puede absorber el negocio mientras maximiza el beneficio neto real.
last maybe year or so called GPT, which is AOV minus CPA. Make that as a column is that tells you your gross profit per transaction. That is infinitely more important than ROAZ or CPA or trying to is that's going to allow you to to be able to afford more more uh higher and higher customer acquisition costs and
Escúchalo en el minuto 12:30
Medición y experimentosConfigurar eventos de conversión personalizados vinculados a IDs de productos estratégicos o niveles de oferta específicos (como bundles o artículos con alta tasa de recompra) guía a la inteligencia artificial publicitaria a optimizar la entrega directamente hacia los compradores de mayor valor para el negocio.
more than ever using custom conversion events to tell the machine that's what using custom conversion events to measure things of value tells the machine what is important to you. So, They have a custom conversion event that says when somebody purchases that conversion bag, which is product ID variant ID on the circle bag. When a purchase event fires with that product ID fire a custom conversion event of circle bag fire buyer telling the machine what's important to you allows you to leverage it the machine will start to go after those things more aggressively. So, if you begin to tell it what…
Escúchalo en el minuto 16:27
Consolidación de cuenta y enfoque en producto estrella para estabilizar la escalada en Meta Ads
Canales de adquisiciónPara estabilizar el rendimiento volátil al escalar Meta Ads con presupuesto limitado, reduce las partes móviles: enfoca todo el gasto en tu producto estrella (el más vendido y con mayor retención) dentro de una sola campaña consolidada y pocos anuncios, en lugar de dispersar el presupuesto en múltiples productos y creativos.
Um, if you want consistent results, have fewer moving parts. Number one way to get to a stable result is not have a ton of ads. um the more ads you have and the more items that you're promoting, the less stable your results are going to what's the number one selling product? What is the product that's most likely getting people to come back and buy a second time? Run all of your ads to that product. Get rid of everything that gets in the way of that. You can run this entire account on one campaign, one ad set of your best ads that promote that product and maybe one or two ads sets
Escúchalo en el minuto 58:06
Fijar el presupuesto inicial de anuncios según el capital que puedes permitirte perder
Canales de adquisiciónPara determinar el presupuesto publicitario inicial al comenzar a escalar, calcula una 'inversión a pérdida total': define qué cantidad exacta de dinero puede permitirse perder por completo el negocio sin comprometer su viabilidad operativa.
The number one thing I would say is what can you afford? What I mean by that is what we when I talk to brands, my number one thing that I tell them is let's focus on a total loss investment. How much money could you take off the dividend right now and it might suck but you're okay right at 40 50,000? What if you lost what if you lost five grand? Would you be okay? What if you lost 10? At what point is that painful for you?
Escúchalo en el minuto 39:42
Canales de adquisiciónPromocionar contenido en Meta utilizando códigos de colaboración (Partnership Ads) con creadores permite combinar los datos de ambas cuentas en la subasta publicitaria. Esto diversifica creativos, amplía el alcance hacia usuarios nuevos a costos por mil (CPM) temporalmente más baratos y previene la saturación de audiencia.
you can do what we call partnership, which basically means that you are able to leverage the data of that person's Facebook and Instagram page. So, if you want to reach a completely new audience, cost is going through the roof. Finding creators who you enjoy, who speak to an audience that is not currently seeing your ads is one of the easiest ways of basically making sure that a whole bunch of brand new people, massively improving your first impression ratio, all of that stuff. And right now, because they're really trying to push partnerships, we are seeing that happen at very very low CPMs…
Escúchalo en el minuto 1:24
Advantage+ en Meta funciona como un espectro de automatización y no como un formato aislado
Canales de adquisiciónEn la estructura moderna de Meta Ads, Advantage+ representa un grado de delegación en la IA predeterminado; cada decisión manual introducida (como acotar audiencias, seleccionar ubicaciones manuales o fijar presupuestos a nivel de conjunto de anuncios) reduce gradualmente el nivel de automatización del sistema.
thing, it is not that all campaigns are now vantage plus. It is that advantage plus is a state of being. So every campaign starts remember advantage plus is code word for automation. Automation relies on AI. So think of it as how much AI are you using. Every campaign starts in the default mode of every decision is made by AI outside of like the image, right? Um every decision is made by AI. The more decisions that you make, basically the less you let AI be the decision maker, the further out of the advantage plus state your ad account will be in. And it could be a good advantage shopping…
Escúchalo en el minuto 43:31
Medición y experimentosPara evaluar si la publicidad o una contratación es rentable, se debe definir un objetivo único y claro (como volumen total de beneficio neto o número de clientes) resumido en un único número umbral; el éxito o fracaso se determina de forma binaria al quedar por encima o por debajo de esa cifra.
but I would be looking at understanding what's my business goal topline growth bottom line growth. Do I want a higher volume of profit per month or do I want more customers? I know we want both. Which one is more important? Define a value and put a what I want you to do is be able to write a number on a sticky note and you either need to get above or below that number. That's how you define success. If you can make it that simple, then it is a fantastic
Escúchalo en el minuto 41:21
Canales de adquisiciónAntes de gastar presupuesto compitiendo en audiencias frías globales, se deben entrenar los anuncios convirtiendo a los usuarios que ya interactuaron con la marca o visitaron el sitio web. Dominar la conversión de este público tibio permite rentabilizar cada venta, acumular datos para el algoritmo y seleccionar solo los mejores creativos ganadores antes de salir a escalar en prospección masiva.
Awesome. You got to, you got to $1,000 a day problem where now you train dads to be absolute crushing and you just take your absolute best ones and you send those products. So, what you're doing is you're going after what's in your backyard. you're crushing in the backyard and you're just making up so you basically get one thing that occupies the entire space and is the dominant like great white shark in the backyard pool. Then you let that thing out into the world. If you're competing out into the world. Doing that alone, other stuff, but your cost per conversion is going to be something…
Escúchalo en el minuto 30:12
Reutilizar creatividades ganadoras apuntando a la página de inicio en campañas ASC
Canales de adquisiciónDuplicar los anuncios de mejor rendimiento y dirigir su enlace hacia la página de inicio en una campaña Advantage+ Shopping (ASC) permite captar atención cualificada al menor costo, aprovechando que la homepage suele ser la página con mayor conversión global del negocio.
campaign right now. um running your top performing creatives, duplicating those ads, changing the URL on those ads, and running it in an ASC shopping campaign to your homepage where you're basically saying, "Get me the lowest price, highest quality attention that's most eager to do something and engage, and then send those people to my front page so that they navigate my site like anybody would because fun fact, your homepage is probably your highest converting landing page that you have in
Escúchalo en el minuto 15:42
Diferencia operativa entre atribución estándar y atribución incremental
Medición y experimentosLa atribución estándar optimiza para volumen total de conversiones buscando el CPA nominal más bajo, mientras que la atribución incremental optimiza para conseguir clientes netamente nuevos; esto puede reflejar un CPA más alto en la plataforma, pero garantiza una mayor proporción de clientes nuevos reales.
incremental attribution means you're optimizing for new customers. Standard attribution means you're optimizing for volume of customers. We have cost Think of standard attribution is trying to get you the lowest CPA. Incremental attribution as getting you the lowest cap. Now, what that means is you will probably have a higher CPA, but more of the customers that buy from you on those ads will be net new. That's what it
Escúchalo en el minuto 6:39
Canales de adquisiciónLas marcas de producto físico que nunca han hecho publicidad en Meta no deben empezar con prospección fría y exclusiones estrictas; la oportunidad inicial más rentable es el retargeting amplio combinando tráfico web e interactuadores de redes sociales de los últimos 30 días.
initial place to start, and this is one thing I tell for everybody. you've been told like go prospect and bring net new people in, you know, whether it's exclude everybody that's been to your website and exclude all buyers and all of this other stuff. That works if You don't need to do that. What I recommend is actually focus on those we call broad retargeting. If you focus on your site traffic and people that have engaged with your social media accounts, my number one audience for this is site traffic and Instagram and Facebook engagers for like the last 30 days. It's recent enough to have…
Escúchalo en el minuto 29:07
Canales de adquisiciónAl invertir en creadores para pauta publicitaria, es preferible repartir el presupuesto entre múltiples creadores (por ejemplo, 20 creadores a 500 dólares en vez de 1 creador a 10.000 dólares) en distintos submercados para generar mayor frecuencia e impactos combinados.
flooding the market, letting a new incremental audience with more than one touch point is great. So, I'll close on Um don't go after one person in that space and see if it's good. Go after three, go after five, go after 10. And 300, 400. Like if you have $10,000 right now to spend instead of hiring one person, I would grab 20 at 500 across four or five different uh four or five different markets. And uh a great
Escúchalo en el minuto 26:44
Medición y experimentosEl éxito de una agencia o gestor de tráfico debe medirse exclusivamente por el incremento en el volumen de beneficio neto en la cuenta bancaria del negocio, descartando el ROAS o métricas de panel que no reflejan la salud financiera real.
my report as an agency doesn't matter. I don't care about my rorowaz. We all have one we all have one boss and that's the bank account. If your bank account doesn't look better because you're working with me, then you should fire me business model. They should never use the term rorowaz or me in their sales pitch. And their number one definition of success is the volume of profit that you make in a as in as the business each or bottom line. If they're not talking to you like a banker and they're not
Escúchalo en el minuto 37:03
Canales de adquisiciónConviene escalar la inversión publicitaria en octubre para alcanzar el objetivo de beneficio de Q4 antes de Black Friday. Una vez lograda la meta antes de esa fecha, se pueden apagar los anuncios de parte alta del embudo (top-of-funnel) durante el periodo de alta competencia y permitir que únicamente los anuncios de retargeting y fondo de embudo capturen ingresos con márgenes elevados.
plan for Black Friday, start scaling things up in October. My number one goal for you is have a clear profit volume target for Q4. Hit it before Black Friday. And then when Black Friday turns, you just turn off all of your topunnel ads. Just just straight up just cut your ad budget. you already hit your profit target. Just let the bottom of funnel stuff be hyper profitable and just collect money. Like you don't need to play the game if you already win. Does that make sense? So be aggressive with your targets, but your number one Q4 goal should be to hit that number before Black Friday hits…
Escúchalo en el minuto 45:56
Canales de adquisiciónConviene escalar la inversión publicitaria en octubre para alcanzar el objetivo de beneficio de Q4 antes de Black Friday. Una vez lograda la meta antes de esa fecha, se pueden apagar los anuncios de parte alta del embudo (top-of-funnel) durante el periodo de alta competencia y permitir que únicamente los anuncios de retargeting y fondo de embudo capturen ingresos con márgenes elevados.
plan for Black Friday, start scaling things up in October. My number one goal for you is have a clear profit volume target for Q4. Hit it before Black Friday. And then when Black Friday turns, you just turn off all of your topunnel ads. Just just straight up just cut your ad budget. you already hit your profit target. Just let the bottom of funnel stuff be hyper profitable and just collect money. Like you don't need to play the game if you already win. Does that make sense? So be aggressive with your targets, but your number one Q4 goal should be to hit that number before Black Friday hits…
Escúchalo en el minuto 45:56
Validación de creatividades pre-lanzamiento mediante micropauta en orgánico
Medición y experimentosEn etapas previas al lanzamiento de una marca, publica varias ideas al día en redes sociales orgánicas e impulsa cada publicación con un presupuesto mínimo (de 5 a 10 dólares) para evaluar métricas de interacción, cuentas alcanzadas no seguidoras y comentarios antes de invertir presupuestos publicitarios mayores.
recommendation. If you're pre-launch, test everything out on organic social. I'd be fine putting $10 behind every Instagram post and trying every idea that I have for ads as an Instagram as an Instagram post. 10 bucks a day. Post post two or three things a day. Throw 10 bucks behind them all. Five bucks behind them all. Doesn't matter. Which ones get more com which ones get more comments? which one gets more shares, which ones get more views, which ones get more follows. That's the most important thing. What you're looking for is accounts engage. When you open up 88% of them are nonfollowers…
Escúchalo en el minuto 53:40
Riesgo de atribución inflada en agencias que prometen triplicar resultados en 30 días
Canales de adquisiciónSe debe desconfiar de las agencias de medios que prometen triplicar resultados en el primer mes; frecuentemente lo consiguen restringiendo el embudo con límites de coste (cost caps) y manipulando la atribución para adjudicarse conversiones que ya habrían ocurrido orgánicamente.
very very suspicious of any agency that triples results in 30 days or anything like that. like those are all generally speaking and I see this a lot in cost cap agencies. Um the way they do that is by paging your funnel and using attribution to take credit for the work of other people and the way that they run that business is an unsustainable model. So those are all the things that
Escúchalo en el minuto 40:53
Medición y experimentosEn el modelo DTC (Direct-to-Consumer), la adquisición no debe evaluarse buscando rentabilidad en cada venta individual como en el retail tradicional, sino como la compra de un flujo de caja futuro y del viaje del cliente completo, considerando a cada comprador inicial como un ciclo de inversión.
quality customers. Remember if you're playing this game right you are not trying to sell anything you can at a profit. TOC doesn't work like that. That's retail. You are not trying to be profitable on every single sale. Sure The way you got to be thinking about your economics is you're actually trying to buy customer journeys. You are trying to buy cash flow. Every new customer is an investment cycle. Whether they buy running a business, if you're in DTOC, then you are not focused on being a salesperson. You are buying customer journeys. That's the game. So, I hope
Escúchalo en el minuto 50:25
Medición y experimentosEn el modelo DTC (Direct-to-Consumer), la adquisición no debe evaluarse buscando rentabilidad en cada venta individual como en el retail tradicional, sino como la compra de un flujo de caja futuro y del viaje del cliente completo, considerando a cada comprador inicial como un ciclo de inversión.
quality customers. Remember if you're playing this game right you are not trying to sell anything you can at a profit. TOC doesn't work like that. That's retail. You are not trying to be profitable on every single sale. Sure The way you got to be thinking about your economics is you're actually trying to buy customer journeys. You are trying to buy cash flow. Every new customer is an investment cycle. Whether they buy running a business, if you're in DTOC, then you are not focused on being a salesperson. You are buying customer journeys. That's the game. So, I hope
Escúchalo en el minuto 50:25
Canales de adquisiciónUn negocio pasó de facturar 15.000 dólares al mes a generar 80.000 dólares mensuales en beneficio en solo tres meses utilizando únicamente inversión publicitaria para promocionar contenido en Instagram y hacer retargeting a quienes visitaban la web e interactuaban con las publicaciones, prescindiendo de prospección directa a audiencias frías.
do. Um one guy was running a business where that's all he was doing. He was running in he had was running some money promoting some Instagram content and then he was retargeting everybody who been to his site and engaged with this Instagram. doing that alone, no prospecting, he was doing 80k a month in profit and he got there from 15k a month in revenue in like three months because he was just taking advantage of the audience he built sell to the people who are ready
Escúchalo en el minuto 33:08
Optimización de catálogo publicitario por margen de beneficio absoluto
Canales de adquisiciónAl alimentar algoritmos publicitarios con datos de catálogo, se debe optimizar por el margen de beneficio real por producto (precio de venta menos costo de producto) en lugar de guiarse solo por el valor nominal del pedido (AOV), logrando que el sistema impulse los artículos que dejan mayor volumen de beneficio neto en dólares.
the machine in your catalog. Essentially, what this means is you're it. Now, that's profit, which is effectively COGS versus sale price, MSRP versus operator cost. While I could get a higher AOV on the sale of this, I actually make more profit on the sale of for profit. Meaning you're going to be able to say what items when I sell it actually generate me the highest volume of profit in absolute dollars and cents. So you're going to be able to optimize for highest profitability, not based on able to say these are the items that have the greatest profit margin. Sell those items at the lowest…
Escúchalo en el minuto 13:36
Optimización por evento propio de nuevo cliente frente a atribución incremental nativa
Medición y experimentosOptimizar campañas hacia un evento de conversión personalizado de nuevo cliente (usando datos propios) aún supera a la atribución incremental nativa de Meta. Sin embargo, a medida que la IA de Meta madure, la atribución incremental nativa superará a los eventos propios porque se alimenta del historial global de compras de todo el ecosistema de píxeles y no solo de los datos aislados de una marca.
Bottom line currently if you're optimizing if the conversion events of a new customer you are going to outperform incremental attribution. If you are not this time next year incremental attribution to beat optimizing for new customers on the efficiency of getting a you use a custom conversion event like a new customer from a resource like blot out popsicle etc that is your own data. You are not tapping into the new customer information from everybody. Incremental attribution, however, can tap into the standard event of purchase, meaning that it's using the data of every purchase event that…
Escúchalo en el minuto 7:49
Caso Original Grain: duplicar beneficios con aumento del 50% en CPA
Medición y experimentosOriginal Grain logró duplicar sus beneficios año tras año a pesar de que su CPA subió un 50%, gracias a enfocar su optimización en el margen de beneficio absoluto generado en dólares por cada transacción en lugar de limitar el costo de adquisición.
Original Grain has basically doubled profits every year and the CPA has gone up by 50%. And he's trying to find ways because they've gotten better and better at focusing on the margin of profit that they make in absolute dollars for every transaction. Now, the beauty of this is
Escúchalo en el minuto 13:15
Canales de adquisición310 Nutrition creció de 15 millones a 98 millones de dólares en 20 meses contratando participantes de múltiples franquicias del programa Real Housewives, logrando que la audiencia compartida recibiera múltiples impactos publicitarios coordinados.
was running the ads for 310 Nutrition, one of the things we did so that I could help them get from 15 million to 98 in 20 months was we went after every each one. And so if you were a fan of any show, you were likely a fan of multiple shows and you were likely fans of multiple women on multiple shows. And we had every single one of them hitting you. That meant it wasn't just one ad. It was the culmination of the entire portfolio. And that like I said near that like basically 6xed that business in a year and a half. Um, that wasn't
Escúchalo en el minuto 27:31
Simplicidad estructural en la cuenta publicitaria para lograr estabilidad
Canales de adquisiciónConfigurar la cuenta de anuncios de la forma más simple posible y con la menor cantidad de piezas móviles genera resultados estables y predecibles, lo que simplifica la decisión de aumentar la inversión publicitaria con confianza.
the simplest ad account possible. Solve the problem in the simplest way. If you can solve it in the simplest way with the fewest moving parts that outcome will be as stable as possible. If you have a stable, consistent, and predictable outcome, your job is to operate the business where you're saying when when you ask yourself the question of can I raise my budget, the answer is
Escúchalo en el minuto 1:00:21
Mantener anuncios de campañas estacionales activos si siguen siendo rentables fuera de fecha
Canales de adquisiciónNo es necesario apagar anuncios con ganchos o mensajes de Black Friday cuando la fecha concluye; si la creatividad continúa generando ventas rentables meses después, debe mantenerse en circulación priorizando el beneficio financiero sobre la coherencia temporal.
usual campaigns. And if they work, I'm not turning them off. I understand your whatever, but I run Black Friday ads until May. I run Black Friday ads for like a year. Um if it works, it worked. the honest truth is like do you want to be like really stoked about the continuity of all of your advertising or do you want to be stoked about the size of your bank account? Um if somebody sees a Black Friday ad, he's like, "Holy they left this promo up. I'm going to take advantage of it. Here's all my money." fantastle. I I quite right now. Um we ran a Black Friday ad. We started running it in March…
Escúchalo en el minuto 48:47
Medición y experimentosEl ROAS y la atribución de último clic son métricas engañosas porque el ciclo de compra no es lineal: un usuario que compra hoy puede haber sido impactado por un anuncio la semana pasada, haciendo imposible atribuir con precisión una conversión específica a un único anuncio o gasto publicitario inmediato.
is I think rorowaz is a really bad number by the way. I I think the concept of attribution is bad. There's no way you can say that any ad is the reason that something happened. You could stop all of your ads tomorrow and somebody who saw an ad today will buy tomorrow. So then your rorowaz would be infinity and somebody's buying today because of an ad they saw last week. So there's no way to tie ad spend to revenue and there's no way to tie one ad to an we've all been told a lie and rorowaz is your results in a different way than if it's credit by being the last click. Um
Escúchalo en el minuto 59:26
Medición y experimentosEl ROAS y la atribución de último clic son métricas engañosas porque el ciclo de compra no es lineal: un usuario que compra hoy puede haber sido impactado por un anuncio la semana pasada, haciendo imposible atribuir con precisión una conversión específica a un único anuncio o gasto publicitario inmediato.
is I think rorowaz is a really bad number by the way. I I think the concept of attribution is bad. There's no way you can say that any ad is the reason that something happened. You could stop all of your ads tomorrow and somebody who saw an ad today will buy tomorrow. So then your rorowaz would be infinity and somebody's buying today because of an ad they saw last week. So there's no way to tie ad spend to revenue and there's no way to tie one ad to an we've all been told a lie and rorowaz is your results in a different way than if it's credit by being the last click. Um
Escúchalo en el minuto 59:26
Incremento de 15% a 20% en margen de ganancia por venta mediante optimización por valor
Canales de adquisiciónLa optimización orientada al valor (Value Optimization) en campañas publicitarias combinadas con catálogos dinámicos genera entre un 15% y un 20% más de beneficio neto por venta respecto a configuraciones tradicionales.
transactions where you make more money per transaction. good. I'll put it that way. I've noticed about 15 to 20% higher profit per sale when using it, especially when leveraging it with cataloges or driving what I've been seeing is running that value optimization there has been really good and cataloges have been really good. Again, that's value for profit.
Escúchalo en el minuto 15:01
Priorizar la creación de audiencia antes de la definición del catálogo de productos en negocios digitales
Investigación de mercado y clienteEn el entorno digital es sustancialmente más rápido y rentable construir primero una audiencia captando su atención e interés para luego ofrecerles exactamente lo que demandan, en contraste con el modelo tradicional de crear primero un producto e intentar buscar clientes después.
get away from this mindset of when I went to business school I was taught you make a good product you charge a decent price good customer support and go out and try to find customers that's great but like if you want you money you build an audience and then you give them whatever they're looking for That's the much easier way to do substantially higher numbers much much faster. And but on the internet that's stupid easy in if you earn somebody's attention, if you're in their feed and they engage with you and then you let them know that you have something, then you're
Escúchalo en el minuto 33:41
Canales de adquisiciónDisruptor Academy creció desde cero hasta 18.000 dólares de ingresos recurrentes mensuales (MRR) en cuatro meses invirtiendo solo el 1% de su beneficio en publicidad pagada y apoyándose en el resto de su embudo comercial.
run Disruptor Academy. Um, I spend 1% of my uh profit on ads. And I went from zero to 18,000 in four months. 18,000 MR in four months. Um, I'm not at a spending 1% of my budget. Everything else is built on having the rest of the
Escúchalo en el minuto 1:02:24
Canales de adquisiciónDisruptor Academy creció desde cero hasta 18.000 dólares de ingresos recurrentes mensuales (MRR) en cuatro meses invirtiendo solo el 1% de su beneficio en publicidad pagada y apoyándose en el resto de su embudo comercial.
run Disruptor Academy. Um, I spend 1% of my uh profit on ads. And I went from zero to 18,000 in four months. 18,000 MR in four months. Um, I'm not at a spending 1% of my budget. Everything else is built on having the rest of the
Escúchalo en el minuto 1:02:24
Facturación semanal de negocio de fajas modeladoras (shapewear)
Medición y experimentosUna marca de prendas moldeadoras (shapewear) en la que participa el ponente genera una facturación de entre 1 y 2 millones de dólares a la semana.
legitimately and and I have a shapewear business uh that I'm a partner in and we're doing 1 to two million a week
Escúchalo en el minuto 49:22
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