Marketero · Entrevistas
How to Create and Scale a High-Performing Facebook Ad Account
15 ideas de marketing sacadas de «How to Create and Scale a High-Performing Facebook Ad Account», de Professor Charley T. Sobre todo de canales de…
- 15 ideas despiezadas
- Fuente Professor Charley T
- Dura 32 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 15 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 15 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Estructura 3:2:2 en Dynamic Creative usando contenido orgánico validado
Canales de adquisiciónUna configuración estándar y efectiva para un Dynamic Creative Test (DCT) consiste en combinar 3 creativos previamente validados en canales orgánicos, 2 textos principales y 2 titulares, generando 12 combinaciones para que el algoritmo optimice automáticamente la distribución.
off by selecting our creatives now these because remember we grabb these from organic social already so we're going to exact video that already worked really really well on organic social we got it love it we're only going to use two primary text now alone right here what we have is three creatives two primary text we now only need need two headlines get better and means that we've got a dozen ads in the marketplace cuz remember it's three creatives two headlines two primary texts that equals a total of 12 ads and we're going to let Facebook organize that copy in any way it sees fit and you…
Escúchalo en el minuto 27:04
Validar titulares de Facebook Ads usando datos de búsqueda de YouTube y Google
Mensaje y copywritingPara maximizar el CTR en anuncios, prueba los titulares generados con herramientas de palabras clave (como vidIQ) evaluando volumen de búsqueda y competencia. Seleccionar frases con alto interés y baja competencia (puntuación superior a 60) asegura que uses el lenguaje real con el que la audiencia busca información.
are going to work best for us using another fun tool called vid IQ so vid IQ is a really great tool now what vid IQ will do is it scans all of Google and YouTube to understand what keywords are going to get somebody interested in the whole ad we're asking for the headline that's going to give us the best opportunity for a high performance clickthrough rate now I love using this tool because what is the title of a video but a headline underneath a piece of rich media and that's basically the exact same thing as Facebook fun fact themselves we're going to reference Real World Language and index…
Escúchalo en el minuto 11:38
No gastar presupuesto ni esfuerzo en excluir compradores previos en Meta Ads
Canales de adquisiciónNo es necesario crear exclusiones manuales de compradores previos en Meta Ads. El algoritmo prioriza la experiencia del usuario y no mostrará anuncios a quien no interactúe con ellos; además, el costo de impactar a una lista existente es marginal dentro del presupuesto global.
maybe previous buyers well if previous buyers see the ad and don't want to buy or engage with the ad how often do you think they're going to see it Facebook's business objective is to give people an experience they want to see if they're trying to force ads on the people that they're not interested in that would be bad for Facebook business model again don't worry about it and you might say well I've got 2,000 people that have bought I don't want to waste money targeting them okay what's your budget let's say it's 1,000 a day and your cpms are 20 bucks at Max if you reach every single one of…
Escúchalo en el minuto 25:11
Asignar el mismo nombre al Ad Set y al Ad en campañas DCT
Medición y experimentosAl configurar anuncios con Dynamic Creative Testing (DCT), el nombre del anuncio y el nombre del conjunto de anuncios deben ser idénticos para permitir un seguimiento y análisis de reportes 1 a 1 sin confusiones.
we going to use it later look Boom the ad name and the ad set name should be identical that way when you pull reporting at the ad set level or at the ad level you're able to know one toone relationships of where things are there's no benefit to not naming the ad the same thing as the ad set when running a DCT there's literally no good
Escúchalo en el minuto 26:33
Canales de adquisiciónEn Meta Ads es más eficiente pautar con segmentación completamente abierta (sin intereses ni audiencias similares), dejando que el propio mensaje y creativo filtren al público, ya que los lookalikes excluyen al 99% del mercado potencial y los intereses no garantizan intención de compra.
language now that being said 1865 all genders what detail Target me to use absolutely none ads do the targeting now this is sadly still up for debate which is wild because it's been the truth for over half a decade now but when you use something like a lookalike let's say it's a 1% lookalike that's actually a 99% exclusion of all of the people that we're not going to pay extra to use that data to then exclude the vast majority of people we're also not going to use interest groups cuz remember interest groups as a technology were effectively massive outcry an interest group doesn't mean you're…
Escúchalo en el minuto 23:31
Canales de adquisiciónEn Meta Ads es más eficiente pautar con segmentación completamente abierta (sin intereses ni audiencias similares), dejando que el propio mensaje y creativo filtren al público, ya que los lookalikes excluyen al 99% del mercado potencial y los intereses no garantizan intención de compra.
language now that being said 1865 all genders what detail Target me to use absolutely none ads do the targeting now this is sadly still up for debate which is wild because it's been the truth for over half a decade now but when you use something like a lookalike let's say it's a 1% lookalike that's actually a 99% exclusion of all of the people that we're not going to pay extra to use that data to then exclude the vast majority of people we're also not going to use interest groups cuz remember interest groups as a technology were effectively massive outcry an interest group doesn't mean you're…
Escúchalo en el minuto 23:31
Configuración de pruebas creativas dinámicas (DCT) a nivel de conjunto de anuncios
Canales de adquisiciónEn Meta Ads es preferible activar el contenido dinámico a nivel de conjunto de anuncios (DCT) en lugar de a nivel de anuncio individual (DCO), ya que permite al algoritmo acceder a un mayor volumen de datos y ejecutar un testeo creativo más controlado y eficaz.
we are going to hit Dynamic creative at ad set level because when we do Dynamic creative at the ad set level it Taps into more information this is a DCT Dynamic creative test when you do dco which is dynamic creative at the ad level you're actually accessing far fewer sets of data do it at the adet level there's no good reason not to this is a controlled creative test it's how
Escúchalo en el minuto 22:05
Canales de adquisiciónPara reducir el riesgo al pautar en Meta Ads, conviene seleccionar como creativos aquellos videos orgánicos (como Reels) que ya hayan demostrado tracción en vistas e interacciones reales, manteniendo un formato visual consistente y respondiendo a dudas y objeciones de la audiencia.
we're going to go through everything that we've already posted organically to our social media channels and pick the Instagram account is a great way to see what's going to work well on the Facebook ads platform why cuz it's already performing well here what's engaging what's getting attention what's importantly than just view I also want to see the volume of Engagement so we here is these are already working and if format they're all BAS basically around the same concept and they're all more or less the same style so this is an
Escúchalo en el minuto 16:15
Generación de copy alineado con la página de destino mediante prompts secuenciales de IA
Mensaje y copywritingPara garantizar coherencia narrativa y de tono entre los anuncios y la página de destino, conviene estructurar el prompt de IA en pasos secuenciales: primero analizar el tono exacto de la URL y luego generar las variantes de copy publicitario, pidiendo confirmación intermedia en cada paso.
do is give it the order of operations that I'm going to ask for so step one ask me for my web page URL step two tell me the tone being used on my web page step three write me two Facebook ad primary text step four write me 10 Facebook ad headlines uh take a break after each step and ask me if I am happy voice and tamber language the tone of the landing page so when somebody clicks on the ad the landing page looks and feels exactly like the ad and then we're
Escúchalo en el minuto 5:47
Canales de adquisiciónPara reducir el riesgo al pautar en Meta Ads, conviene seleccionar como creativos aquellos videos orgánicos (como Reels) que ya hayan demostrado tracción en vistas e interacciones reales, manteniendo un formato visual consistente y respondiendo a dudas y objeciones de la audiencia.
we're going to go through everything that we've already posted organically to our social media channels and pick the Instagram account is a great way to see what's going to work well on the Facebook ads platform why cuz it's already performing well here what's engaging what's getting attention what's importantly than just view I also want to see the volume of Engagement so we here is these are already working and if format they're all BAS basically around the same concept and they're all more or less the same style so this is an
Escúchalo en el minuto 16:15
Generar copy de anuncios a partir de una landing page validada con IA para maximizar congruencia
Mensaje y copywritingPara garantizar una experiencia de usuario congruente entre la publicidad y el destino, utiliza IA para analizar el tono, estilo y argumentos de una landing page que ya tiene validada su conversión, y genera a partir de ella los textos principales y titulares de los anuncios.
from our ads is a very congruent experience that meshes very well with the landing page that somebody's going to hit so let's use the landing page to already know this landing page works with PID so what we're doing is we're taking a proven known great user experience and we're going to amplify our business model with our Facebook ads you please scan my web page tell me the tone and use that tone and voice to write me two primary texts and 10 Facebook ad headlines that will entice a user to click on the ad and sign up for the Facebook ads MBA
Escúchalo en el minuto 2:43
Mensaje y copywritingEl uso explícito de pronombres en segunda persona ('tú', 'tu') en el texto principal de los anuncios de Facebook puede activar restricciones o rechazos por políticas publicitarias sobre atributos personales, por lo que es recomendable reescribir el copy omitiendo estas palabras.
I'm noticing a small issue sometimes with Facebook ads using you and your might cause some trouble so let's address that problem and get another response can you please reite these two primary texts without using the word you or your or your thank you so much
Escúchalo en el minuto 9:39
Mensaje y copywritingSe debe evitar redactar copies que interpelen directamente o señalen atributos personales del usuario de forma explícita en Facebook Ads, ya que viola las políticas de la plataforma y puede causar la suspensión de la cuenta publicitaria.
it understands why because we're trying to avoid the direct addressing in the ad copy which again can get you banned on Facebook so we're not going to run a Facebook ad to help people succeed in Facebook ads and violate their terms and services while we're doing it that' just
Escúchalo en el minuto 10:11
Canales de adquisiciónAl configurar campañas en Meta Ads orientadas a llenar el calendario con llamadas de cualificación/venta, es recomendable utilizar el objetivo de Ventas (Sales) con eventos de conversión personalizados en lugar de recurrir a campañas de Tráfico o de Clientes Potenciales estándar.
to say in this case that it's a sales campaign now we are ultimately trying to get people to sign up for a sales call but I'm not trying to get leads for a CRM list and this isn't a traffic campaign so sales absolutely work we're just going to tweak what the conversion is based off of my page and a little bit of custom code I put in there because I we're going to turn on CBO or in this case it's called Advantage campaign why not the purpose of this campaign is to fill the calendar for the Facebook
Escúchalo en el minuto 19:06
Impacto de validar titulares con lenguaje de búsqueda real en el rendimiento publicitario
Medición y experimentosAlinear los titulares de los anuncios con el volumen de búsqueda y el lenguaje real de los usuarios en Google/YouTube incrementa el rendimiento del anuncio entre un 20% y un 30% en pocos días, superando a los anuncios de control previos.
to go to the web page when I have done this I have noticed my performance on my ads increased by 20 to 30% within days and basically all my old control ads are pretty much all dead with the exception of maybe five or 10% as soon as I started doing this about 6 months ago and it is an absolute Game Changer that
Escúchalo en el minuto 12:58
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.