Marketero · Entrevistas
From ZERO to HERO Mastering Facebook Ads in 2024!
36 ideas de marketing sacadas de «From ZERO to HERO Mastering Facebook Ads in 2024!», de Professor Charley T. Sobre todo de medición y experimentos…
- 36 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 07 min
- Publicada en 2024
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Oferta y precioPara testear elasticidad de precios con bajo riesgo, incrementa el precio entre un 10% y 20% asignando inicialmente solo el 10% del tráfico; si el ingreso por sesión (revenue per session) mejora en doble dígito, escala gradualmente la asignación de tráfico al 50% y luego al 90%, repitiendo el ciclo iterativamente.
And what I want you to do is charge $5 more or 20% more. I want you to do this with 10% of your traffic. And what I want you to do is look at the revenue per session. If your revenue per session goes up by over 10%, by double digits, then I want you to send 50% of your traffic to both parts of the test. And if the split test continues to outperform, I want you to send 90% of your traffic there and do it again. What you are going to do is effectively test price elasticity. What I want you to do is step number one, install IntelliGems. Step number two, have a higher price point. Step number…
Escúchalo en el minuto 5:04
Aplicar descuentos en retargeting únicamente sobre ofertas de mayor valor (AOV)
Oferta y precioHacer retargeting ofreciendo descuentos directos a quienes no compraron reduce el margen de beneficio y daña el AOV y el LTV. La única estrategia rentable de descuento en retargeting consiste en ofrecer promociones por volumen o mayor valor (como 'compra 3 y lleva 1 gratis'), aplicando el incentivo sobre un ticket promedio significativamente más alto.
Why would you ever spend more money to focus on people who already told you to piss off so that you can get less profit volume from them and ultimately hurt your AOV and LTV? The only discount ad copy I would do is I would retarget individuals with a higher value offer. How about buy three, get one free? Let me give you a massive discount on a higher AOV. That'll work.
Escúchalo en el minuto 1:05:23
No mezcles ofertas distintas dentro de un mismo conjunto o campaña de anuncios
Oferta y precioIntroducir una oferta diferente (como incluir personalizaciones gratuitas) en una campaña con creatividades ganadoras distorsiona la entrega algorítmica y atrae a un perfil de cliente distinto, canibalizando el presupuesto y perjudicando la rentabilidad global tras el clic.
I tested an image winner where they get customization for free. I put this image in my winner and it takes 90% of spend. Well, it's a different offer. I wouldn't have put the same offer. I would not have put the separate offer in the same campaign. You start to give away things for free and you attracted a different type of customer. Facebook click was undermined.
Escúchalo en el minuto 55:42
Tratar el e-commerce como captación de clientes apoyada en la recompra para poder escalar la inversión
Medición y experimentosExigir rentabilidad en la primera transacción limita el crecimiento publicitario. Si el negocio optimiza la recompra y las ventas multicanal (orgánico, email, Amazon), puede permitirse salir en tablas en la adquisición inicial y superar en volumen de gasto a los competidores que dependen del beneficio en el día uno.
If instead of trying to launch a thousand ads if you decided to focus on what type of ad gets somebody to buy more than once and how do I break even on that ad If your ads are just acquiring leads to your cash flow machine, you don't even have to make a profit on day one. But remember, e-commerce is lead gen. You will never be as big as you can if you need to be successful on day one. The folks who can spend more money will always win. If you need to be profitable on day one, you'll never be able to spend nearly as much money so that I can make a profit today? If instead that energy was how…
Escúchalo en el minuto 25:49
Optimizar la tasa de segunda compra (SPR) para eliminar la dependencia de rentabilidad en la primera orden
Retención y relación con el clienteIdentificar qué productos específicos del catálogo tienen la mayor tasa de segunda compra (Second Purchase Rate o SPR) permite a un negocio dejar de depender exclusivamente de la rentabilidad en la primera orden de adquisición y multiplica el impacto de cualquier incremento de ticket promedio (AOV) a lo largo del tiempo.
starts at the first purchase. What products get somebody to buy a second time? What we're looking at is LTV and more importantly, I want to know SPR. second purchase rate. You're going to have some products in your store that more often than others translate to somebody buying more than once. Identify those products. Understand what customer experience drives somebody to want to spend money with you more than once. That second transaction makes you no longer dependent on first order profitability. Also, that allows you to get more chances to improve the AOV of a transaction. If you lift your…
Escúchalo en el minuto 48:54
Rentabilización de bajo AOV mediante la segunda compra por email
Retención y relación con el clienteLa principal palanca de rentabilidad para negocios de bajo ticket promedio radica en lograr que el cliente realice una segunda compra a través de secuencias de email marketing de costo marginal cero.
your number one trick is going to be figuring out how to get somebody to buy from you twice. Whatever product you're selling, figure out what product you sell that you can get somebody else to buy off of purely email. Then you'll start making a ton of money.
Escúchalo en el minuto 1:03:03
Oferta y precioImplementar un split test de precios (mediante aplicaciones especializadas como IntelliGems o creando páginas de aterrizaje alternativas con un precio mayor) permite comprobar la elasticidad de la oferta e incrementar el ticket promedio (AOV), el valor de vida del cliente (LTV) y la rentabilidad neta.
but also increase the AOV and the LTV of customers with something you can do in 15 minutes and is something that has dramatically changed the cash flow portfolio and profitability of almost every business that I've done this with. And we are nine for ten in the Brand Accelerator program with this simple move working. Step number one. I want you to install a tool like IntelliGems on your Shopify store. I want you to install IntelliGems. The next thing I want you to do is what we call a price split test. Now, if you don't have a landing page, if you don't have a split testing tool for price…
Escúchalo en el minuto 3:56
Equilibrio entre volumen de leads y cualificación para maximizar ingresos
ConversiónSobrefiltrar los leads para priorizar únicamente prospectos de máxima calidad puede mejorar artificialmente la tasa de conversión porcentual, pero reduce los ingresos totales al estrangular el volumen de llamadas del equipo comercial.
the way you scale is by understanding do I want to optimize for volume of mediocre leads or do I want to prioritize high quality leads and I'm willing to sacrifice volume. I've made the mistake of just going after the best leads and what ended up happening is my sales team had like three calls a week instead of three calls a day. our conversion rate looked a lot better but we made less money.
Escúchalo en el minuto 40:30
Evaluación integral de formularios nativos versus landing pages en generación de leads
ConversiónLa elección entre formularios nativos (lead forms) y páginas de aterrizaje no debe basarse solo en el costo por lead o volumen inicial, sino en la calificación de los prospectos, contrastando la tasa de conversión a cliente final contra el costo unitario de adquisición de cada canal.
It depends on how good your lead forms are. It depends on the volume. It depends on how good your landing pages are. I would qualify those leads. Have a way of understanding the way that somebody fills out a lead form if it's a good or a bad lead. Quantify the value, the volume, and the cost of every lead that you get and then see if the lead form is ultimately more or less effective than the landing pages. if you can convert one out of five great leads from a landing page and only one out of 20 from a lead form, if the landing page costs me 20, 30 times more money, then it doesn't really…
Escúchalo en el minuto 39:27
No restringir conjuntos de anuncios por ubicación ni ratios de aspecto
Canales de adquisiciónEn Facebook Ads no es necesario crear conjuntos de anuncios separados ni restringir ubicaciones para distintos formatos o ratios (como Reels o Stories); el algoritmo optimiza automáticamente y reduce la entrega de anuncios en emplazamientos donde el formato no encaja o rinde mal.
Should you restrict ad set to certain placement or run different ad sets for different alternatives? No. If your ad looks like shit, Facebook won't really serve it there often. Trying to fix placement is trying to solve a nickel problem in a hundred dollar bill world. Don't worry about it.
Escúchalo en el minuto 30:45
Definición y relevancia estratégica del Second Purchase Rate (SPR)
Medición y experimentosEl Second Purchase Rate (SPR) no mide simplemente clientes recurrentes generales, sino qué producto adquirido en la primera transacción genera la mayor probabilidad de una segunda compra. Promocionar como producto de entrada artículos con bajo SPR sacrifica el flujo de caja y LTV a largo plazo a cambio de ganancias inmediatas el primer día.
SPR is second purchase rate and it's not returning customers. It's which product went bought as the first transaction most heavily indexes to people buying a second time. you promoting products that have a bad SPR is you investing in the corruption of your cash flow for day one profits.
Escúchalo en el minuto 51:38
Estructura de testeo de creativos en CBO frente a ABO
Canales de adquisiciónEl testeo de creativos en Facebook Ads debe estructurarse en campañas CBO evaluando anuncios dinámicos (DCT) contra un entorno de control para determinar si ganan presupuesto real, descartando el uso de ABO para pruebas creativas.
but the one campaign architecture with two DCTs against the control environment to see what earned spend and ultimately how that impacts the bottom line to see can I spend more money, yes or no. and that's all done in a CBO campaign. You should never use ABO for creative testing. that's true 99.8% of the time.
Escúchalo en el minuto 43:05
Canales de adquisiciónJuzgar un anuncio únicamente por la reducción del CPA en plataforma es un error: una nueva creatividad atrae a usuarios con intenciones y perfiles distintos, lo que modifica downstream la tasa de conversión, el AOV, el SPR y el CPA combinado (blended) de todo el negocio.
As soon as you change the ad, the optimization that you made on search and email gets undermined because now I have a completely different type of customer potentially with a completely different type of motivation potentially Is their AOV going to be better or worse? Is their SPR going to be better or worse? ad reduced my Facebook CPA by 5%. Okay what happened to your overall blended CPA as a business? my blended CPA conversion rate AOV and SPR then you have no idea if that ad is any good.
Escúchalo en el minuto 53:36
Canales de adquisiciónJuzgar un anuncio únicamente por la reducción del CPA en plataforma es un error: una nueva creatividad atrae a usuarios con intenciones y perfiles distintos, lo que modifica downstream la tasa de conversión, el AOV, el SPR y el CPA combinado (blended) de todo el negocio.
As soon as you change the ad, the optimization that you made on search and email gets undermined because now I have a completely different type of customer potentially with a completely different type of motivation potentially Is their AOV going to be better or worse? Is their SPR going to be better or worse? ad reduced my Facebook CPA by 5%. Okay what happened to your overall blended CPA as a business? my blended CPA conversion rate AOV and SPR then you have no idea if that ad is any good.
Escúchalo en el minuto 53:36
El peligro de escalar volumen con cost caps agresivos y descuentos continuos
Canales de adquisiciónLanzar un volumen masivo de creatividades con límites de coste (cost caps) y descuentos puede inflar las ventas a corto plazo, pero atrae cohortes heterogéneas y de baja calidad, destruyendo el valor de vida del cliente (LTV) y el ticket promedio (AOV).
If you're running discounts and cost caps with a shit ton of creative, what you are doing is attracting a whole bunch of different types of customers. So you don't actually know why they came in or how to convert them a second time. And you're devaluing the business while also making higher value decision making on improving AOV and LTV almost impossible. There's a reason why the decentralized ad accounts, the cost cap mafia bros, all push for contribution margin on any product in any place. And there's a reason why that's successful for a short period of time because you pull all your sales…
Escúchalo en el minuto 10:09
Oferta y precioCobrar más dinero ancla una percepción de mayor calidad y valor que incrementa la tasa de recompra y el LTV; el aumento en el ticket promedio (AOV) suele compensar ampliamente caídas marginales en la tasa de conversión (por ejemplo, ganar un 10% más de AOV perdiendo solo un 5% de volumen de clientes).
Now, I hear you folks that are like, well, higher AOV means I'm going to have a lower conversion rate and be more difficult to get folks. No, it doesn't. In fact, when you charge people more money, they are more likely to come back and buy again. Price implies value and quality. What you're going to find is that if you charge 10% more, odds are overwhelmingly you will not lose 10% conversion rate. If you get 10% more AOV out of every customer and lose 5% of the volume of customer, you make more money. And in fact, these customers, because price implies quality and value, are more likely to…
Escúchalo en el minuto 5:54
Mantén las mismas dimensiones de video al testear variaciones creativas
Medición y experimentosAl probar diferentes versiones de un video en pruebas creativas, conserva las mismas dimensiones de formato para evitar que la prueba se contamine por el sesgo de emplazamiento algorítmico (feed frente a stories o reels).
should the three creators be of the exact same video, different dimensions, or three different videos altogether? I probably wouldn't do different dimensions. I would probably make them three versions of the same video, either shoot it three different times or have three different edits, but generally the same dimensions because dimension will affect placement and you I don't want to test placement with my video.
Escúchalo en el minuto 59:11
Canales de adquisiciónDuplicar anuncios o conjuntos en búsqueda de un mejor rendimiento desestabiliza la optimización algorítmica en la parte alta del embudo; el crecimiento sostenible proviene de incrementar el presupuesto de forma directa o mejorar la conversión en etapas posteriores del embudo.
Don't don't try to hack it, man. Don't duplicate stuff. You don't know if it performs better when duped. If you can spend more money, just spend more money. And if you can't, making your Facebook, the front end, the top of your funnel, less stable is not the path to fixing it.
Escúchalo en el minuto 58:23
Estructura de canales: creación de intención vs. monetización de intención
Canales de adquisiciónLas plataformas de descubrimiento visual como Facebook, YouTube y TikTok operan creando intención de compra, mientras que la búsqueda paga (PPC) actúa monetizando la intención preexistente y el email marketing monetiza la intención de más alto valor del usuario.
Remember, Facebook and then below Facebook and YouTube and TikTok, what you call intent creation, sits intent monetization, which is PPC and search. And below that, we have an even higher value intent marketing of email.
Escúchalo en el minuto 22:25
Retención y relación con el clienteLas caídas estacionales sistemáticas en el rendimiento publicitario (como agosto o mediados de febrero) no deben combatirse cambiando frenéticamente de anuncios; la estrategia adecuada consiste en acumular clientes en meses previos para monetizarlos vía email y aprovechar el periodo bajo para testear elasticidad de precios y optimizar el embudo.
Wait. August always sucks. that August is going to be tough. middle of February is going to be tough. That happens every year. But while your Facebook ROI is tough in August, you should have spent the end of spring, beginning of summer acquiring a whole bunch of customers who are more likely to buy a second time so that you can leverage email. You should be doing price elasticity testing and you should not launch a bunch of ads. Find what works and improve everything in the funnel. if you wait a month, everything will look better. If you do nothing, it'll get better. Don't make a thousand…
Escúchalo en el minuto 36:29
Medición y experimentosNo es necesario ser rentable en la primera compra si el modelo de negocio cuenta con recompra predecible; las campañas de adquisición pueden permitirse empatar o asumir pérdidas iniciales si el flujo de caja y el margen escalable rentable (PSM) se recuperan en el ciclo de vida del cliente.
From there, it's about conversion rate, AOV, and second purchase rate The reason that folks focus on silly things like first order profitability selling one thing to one person is extraordinarily different than having a way to get something into the hands of a customer so they come back and buy again. And to be fair, you don't even have to be first order profitable if you're only spending some of your profit volume on ads. You can afford to spend $500 of that profit to acquire more customers who buy more than once. Those ads could run at a loss because it's a day one loss. But a cash flow…
Escúchalo en el minuto 22:51
No alterar continuamente los anuncios una vez que captan demanda de forma predecible
Canales de adquisiciónCuando una campaña o creativo ya logra captar la atención de compradores rentables de forma predecible, no se debe seguir experimentando o cambiando anuncios constantemente; la publicidad solo amplifica la solución existente, por lo que el esfuerzo debe pasar a escalar el presupuesto y optimizar el negocio posterior.
Your ads, if you can scale your budget, should not be touched because you've already solved the problem. If you solve that problem, the worst thing you could do is continue to try to solve it instead of scaling into the success you've already achieved. All the ads are doing is amplifying the problem you've already solved If you change the ads, you undermine that solution and scale is almost impossible.
Escúchalo en el minuto 27:19
Medición y experimentosCuando el administrador de anuncios no muestra resultados claros por producto en anuncios de catálogo (DPA), se deben configurar eventos de conversión personalizados por categoría o ID de producto para evaluar el volumen real y la rentabilidad de las ventas generadas por cada SKU.
Yes, it will not show you the results in the results column. However, if you are looking at breakdown by product delivery to understand spend, you can also put in custom conversion events around category or specific SKUs. And you can see how effective those things are at getting sold by looking at the volume of sales by content ID or product ID and the efficiency of the sales. But you then break down custom columns like, wow, I made 50 total sales. 30 were here, 10 were here, 19 over here, one over there. Now you understand not only am I getting sales for $20, but what sold well, what didn't…
Escúchalo en el minuto 17:26
Canales de adquisiciónLos anuncios pagados tienen como única función comprar atención y dirigir tráfico calificado a la página de destino; la venta final depende de factores posteriores como el posicionamiento, la propuesta de la landing page, el nivel de consciencia del consumidor y la oferta.
The purpose of your ads is to buy attention. It is not to make sales. Ads don't make sales. There's a lot that goes into the buying decision. It's your landing page. The ad, all the ad does is say, hey, come into my store. Your ad is nothing more than a carnival barker trying to get somebody to walk into the tent. What happens after that is not the responsibility of the ad. However, the ad can attract a higher quality person at a higher volume.
Escúchalo en el minuto 20:35
Innecesidad de segmentar anuncios por etapas del embudo en productos de bajo ticket
Canales de adquisiciónEn productos de comercio electrónico con ticket promedio bajo y ciclo de decisión sencillo, no es necesario estructurar campañas separadas para cada fase del embudo (TOFU, MOFU, BOFU), ya que los anuncios de prospección directa pueden cerrar la venta inmediatamente.
I'm selling pretty low AOV e-commerce products. They're not complicated and does not take a long, complex decision-making process. And don't actually need staging all the parts of the funnel? Absolutely. And you only need top of funnel ads? Go for it. Your top of funnel ads might actually be bottom of funnel for the customer journey and that's why they're buying from you.
Escúchalo en el minuto 1:02:33
Medición y experimentosEn formatos dinámicos o flexibles como el 3:2:2, desglosar el rendimiento por creativo aislado es engañoso porque cada creativo genera múltiples combinaciones y el algoritmo puede asignar casi todo el presupuesto a una sola; lo relevante es medir el impacto total del anuncio en el resultado final del negocio.
When you look at the stats on each creative, you are looking at the sum total of a bunch of ads. And you don't know the breakdown. In a 322 ad, each creative is four ads. Right? Because you have three creatives. Every one of them is assigned to two headlines and two primary texts. That's four ads. You don't know if it's an even split or if 99% of that budget went to one. So it's really difficult for you to understand what those results are. And what matters more than anything is when that ad gets spent, what happens to your bottom line.
Escúchalo en el minuto 16:31
Viabilidad del método dinámico 3:2:2 para cualquier nivel de presupuesto publicitario
Canales de adquisiciónLa estructura de anuncios dinámicos 3:2:2 funciona de manera efectiva tanto en presupuestos muy bajos como muy altos, permitiendo que el algoritmo optimice la adquisición de atención de calidad sin necesidad de lanzar cientos de anuncios manualmente.
Is 322 okay for low budgets? Absolutely. I don't think there's a budget too low or too high for 322 ads to work. There's no reason that you shouldn't be using software in the way it was designed to be used in a way that is most effective for you to have leverage on the scientific method and better unit economics.
Escúchalo en el minuto 14:25
Medición y experimentosGuiar las decisiones de marketing basándose exclusivamente en el CPA y el ROAS reportados por la plataforma publicitaria ofrece una visión miope y ficticia que perjudica el crecimiento global del negocio en lugar de optimizar la rentabilidad real.
If you're still looking at things like CPA and ROAS to understand the impact of Facebook ads on your business, you are still operating in this performance marketer silo of a myopic definition of success that's ultimately harming the growth of your business. It's not about CPA per ad. ROAS is a completely fictitious number, especially inside of an ad account.
Escúchalo en el minuto 19:05
Medición y experimentosGuiar las decisiones de marketing basándose exclusivamente en el CPA y el ROAS reportados por la plataforma publicitaria ofrece una visión miope y ficticia que perjudica el crecimiento global del negocio en lugar de optimizar la rentabilidad real.
If you're still looking at things like CPA and ROAS to understand the impact of Facebook ads on your business, you are still operating in this performance marketer silo of a myopic definition of success that's ultimately harming the growth of your business. It's not about CPA per ad. ROAS is a completely fictitious number, especially inside of an ad account.
Escúchalo en el minuto 19:05
Elección de herramientas para Conversions API según el volumen de datos
Medición y experimentosPara enviar eventos a la Conversions API con bajo volumen de conversiones bastan herramientas accesibles como Zapier o Google Sheets; al escalar a volúmenes altos conviene migrar a soluciones dedicadas de servidor como Elevar.
conversions API. can use Zapier, offline conversion use Google Zapier, if it's low volume and if it's higher volume, use a tool that'll cost hundred bucks, Like Elevar or
Escúchalo en el minuto 1:00:55
Riesgo de la viralidad no cualificada en la conversión de productos
Estrategia de contenidosBuscar la viralidad con audiencias que nunca comprarán contamina las señales de datos del algoritmo y dificulta generar ventas; el contenido para productos físicos debe priorizar la demostración del producto, la explicación de características y beneficios, y la prueba social.
Don't worry about going viral. Getting a million eyeballs on your product from people that will never pay you anything is a complete waste of time and actually confuses the machine. The more viral your organic content is, often the more difficult it is to make sales because you're polluting the well of, like, where you're running your ads. show me the product. Demonstrate the product. Show me statics of features and benefits and why I should buy this product versus something else. And build trust with reviews or testimonials.
Escúchalo en el minuto 33:50
Medición y experimentosExigir rentabilidad o ROAS alto en el primer día limita la capacidad de escalar anuncios a punto de equilibrio; el crecimiento sostenido requiere un negocio con producto capaz de generar recompras y valor a largo plazo sin depender únicamente de la venta inmediata.
scale to break even? Because not everybody has a business good enough to get somebody to care enough to buy a second time and because most people have been taught that profit or ROAS on day one is what actually matters when actually it's the reason that they can't scale their business because they're so heavily focused on pillaging the funnel instead of improving the business. They can't scale above and beyond the revenue that ads bring them. That's why.
Escúchalo en el minuto 38:11
Medición y experimentosExigir rentabilidad o ROAS alto en el primer día limita la capacidad de escalar anuncios a punto de equilibrio; el crecimiento sostenido requiere un negocio con producto capaz de generar recompras y valor a largo plazo sin depender únicamente de la venta inmediata.
scale to break even? Because not everybody has a business good enough to get somebody to care enough to buy a second time and because most people have been taught that profit or ROAS on day one is what actually matters when actually it's the reason that they can't scale their business because they're so heavily focused on pillaging the funnel instead of improving the business. They can't scale above and beyond the revenue that ads bring them. That's why.
Escúchalo en el minuto 38:11
Medición y experimentosExigir rentabilidad o ROAS alto en el primer día limita la capacidad de escalar anuncios a punto de equilibrio; el crecimiento sostenido requiere un negocio con producto capaz de generar recompras y valor a largo plazo sin depender únicamente de la venta inmediata.
scale to break even? Because not everybody has a business good enough to get somebody to care enough to buy a second time and because most people have been taught that profit or ROAS on day one is what actually matters when actually it's the reason that they can't scale their business because they're so heavily focused on pillaging the funnel instead of improving the business. They can't scale above and beyond the revenue that ads bring them. That's why.
Escúchalo en el minuto 38:11
Medición y experimentosExigir rentabilidad o ROAS alto en el primer día limita la capacidad de escalar anuncios a punto de equilibrio; el crecimiento sostenido requiere un negocio con producto capaz de generar recompras y valor a largo plazo sin depender únicamente de la venta inmediata.
scale to break even? Because not everybody has a business good enough to get somebody to care enough to buy a second time and because most people have been taught that profit or ROAS on day one is what actually matters when actually it's the reason that they can't scale their business because they're so heavily focused on pillaging the funnel instead of improving the business. They can't scale above and beyond the revenue that ads bring them. That's why.
Escúchalo en el minuto 38:11
Oferta y precioUna prueba introductoria de 7 dólares que pasa automáticamente a una suscripción recurrente de 50 dólares mensuales alcanza un 98% de conversión a pago continuo (rollover), con solo un 2% de cancelaciones.
for $7 to get started and then it's $50 a month after that. It's a $7 trial that rolls over to $50 a month. As of right now, I'm at a 98% rollover. 2% of people have not.
Escúchalo en el minuto 32:18
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