Marketero · Entrevistas
How to CRUSH Facebook Ads with a Low Budget
49 ideas de marketing sacadas de «How to CRUSH Facebook Ads with a Low Budget», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 49 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 07 min
- Publicada en 2026
Ver la entrevista entera en YouTube
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Oferta y precioPara descubrir qué producto de entrada genera clientes recurrentes de alto valor, analiza los recibos de los últimos 6 meses, filtra a los compradores que volvieron a comprar y determina cuál fue el artículo más común en su primera compra.
But honestly, if you just want to know this, simply go to all of the receipts you have over the last six months. Find every customer that has returned and then just figure out what was the most commonly bought item when they were new. That's it. If you can figure out that offer, how to buy a customer journey instead of sell a product, you fundamentally change your business.
Escúchalo en el minuto 19:28
Multiplicación de creatividades publicitarias a partir de un solo video
Estrategia de contenidosCuando falte volumen de creatividades, se puede fragmentar un único video de 30 segundos en cortes de 20 y 15 segundos y extraer capturas estáticas (con y sin texto superpuesto), generando hasta seis piezas publicitarias distintas para pruebas de anuncios dinámicos.
And one of the easiest things you can do if you're struggling on volume of creative, If it's a 30 second video, make a 20 second and a 15. Now that's three videos. There's a 322 ad there for you. Take still images from that video. Maybe you have still images that show the product in use and other still images that have some text overlays. You could have six potentially from one 30 second video.
Escúchalo en el minuto 28:20
Medición y experimentosEl ROAS es una métrica de atribución porcentual que no refleja la ganancia neta en dinero. Para conocer la rentabilidad real por pedido se debe utilizar una métrica personalizada de ganancia bruta por transacción (GPT), calculada como el valor promedio del pedido (AOV) menos el costo por adquisición (CPA).
And return on ad spend, which has nothing to do with profit. Return on ad spend is how much credit for the sales that occur can I assign to an ad? If you want to understand true profitability, you look at GPT. You can make a custom metric. It's AOV minus CPA. But that now shows you the volume of profit you make per transaction, not the ratio. Because ratios are how people lie to you.
Escúchalo en el minuto 13:25
Medición y experimentosEl costo real de adquirir un cliente no corresponde al CPA que muestra el panel publicitario, sino al presupuesto total de marketing dividido entre el número total de clientes nuevos adquiridos.
Your cost to acquire a customer is not the dashboard CPA. Your cost to acquire a customer is what's your total marketing budget and divide from that how many new customers you get.
Escúchalo en el minuto 57:33
Consolidar campañas en Meta en un solo conjunto de anuncios y una sola oferta
Canales de adquisiciónPara salir más rápido de la fase de aprendizaje y permitir que el algoritmo optimice eficazmente, se debe simplificar la cuenta publicitaria concentrando el presupuesto y las conversiones en una única oferta y un único conjunto de anuncios en lugar de fragmentarlos.
My next recommendation is to reduce the number of variables. So we want to concentrate and consolidate both within your ad account so that we consolidate that conversion data and Meta has the best possible chance of getting out of the learning phase and then optimizing your campaigns So I typically recommend that you focus on one offer only. Don't have lots of different campaigns. Don't have lots of different ad sets. You want to consolidate that down. Much better to have the one ad set and have those 20 conversions going through the one ad set. Like I said, much more like to get out of the…
Escúchalo en el minuto 1:05:53
Captación de emails e incentivos de compra mediante ManyChat en Instagram
ConversiónConectar automatizaciones de ManyChat a las publicaciones y seguidores de Instagram para entregar un código de descuento a cambio del correo electrónico permite monetizar la interacción y construir listas de leads con bajo presupuesto.
get ManyChat attached to your Instagram account. Promote every piece of content. Put a call to action in the caption or even on the post. If you have a pop-up on your website that says, save 15%, put that in your ManyChat flow for everybody who follows you, and for anybody who comments on any post. Every one of those, the follow-up sequence should be, so excited, whatever it is, give me your email address. I'll send you the code for 15% off. Then you just start building an email address.
Escúchalo en el minuto 3:40
Destinar entre el 10% y el 15% del presupuesto publicitario a campañas de interacción para abaratar el CPM
Canales de adquisiciónAsignar entre un 10% y un 15% del presupuesto publicitario a campañas enfocadas en interacción permite alimentar con datos al algoritmo y probar creatividades a un costo mucho menor, lo que ayuda a reducir significativamente los CPMs y costos por conversión de la cuenta.
If you use engagement campaigns where the cost to show an ad is one-tenth the price or less, you can fail a lot more to find what works at a fraction of the price and then run that. And your CPMs will drop dramatically. we've been investing 10 to 15% of the budget into engagement campaigns They've seen their cost per conversion drop from over $200 to under 80. They've seen their CPMs come down to $30 or less.
Escúchalo en el minuto 51:34
Canales de adquisiciónDestinar una fracción del presupuesto publicitario a campañas de engagement sobre contenido orgánico permite probar creativos a un costo por mil (CPM) significativamente menor, entrenar al algoritmo y filtrar a los prospectos interesados antes de impactarlos con anuncios de conversión.
is running an engagement campaign will teach the machine who wants to see your content. It will reduce your CPMs and get you a better conversion rate. If you have an engagement campaign running $30 a day testing all of your organic content then your engagement campaign at one tenth of the CPM is filling your funnel and doing qualitative filtering for you. Your conversion campaign that have already self-qualified. Again, you can test a ton of creative in there instead of launching it all as conversion ads. Put engagement dollars behind them. See which ones pop. You can do all of your creative…
Escúchalo en el minuto 40:37
Canales de adquisiciónDestinar una fracción del presupuesto publicitario a campañas de engagement sobre contenido orgánico permite probar creativos a un costo por mil (CPM) significativamente menor, entrenar al algoritmo y filtrar a los prospectos interesados antes de impactarlos con anuncios de conversión.
is running an engagement campaign will teach the machine who wants to see your content. It will reduce your CPMs and get you a better conversion rate. If you have an engagement campaign running $30 a day testing all of your organic content then your engagement campaign at one tenth of the CPM is filling your funnel and doing qualitative filtering for you. Your conversion campaign that have already self-qualified. Again, you can test a ton of creative in there instead of launching it all as conversion ads. Put engagement dollars behind them. See which ones pop. You can do all of your creative…
Escúchalo en el minuto 40:37
Medición y experimentosEl conjunto de datos más pequeño que debe analizarse para optimizar campañas es una ventana de 7 días. Los datos diarios carecen de significancia y capacidad de acción, por lo que ajustar anuncios con base en fluctuaciones diarias genera conclusiones erróneas.
is that you should never look at results day to day. your smallest data set you should ever look at when trying to optimize is a seven-day window. Last seven days. That is the smallest amount of information you can look at and have any confidence in that information if data isn't actionable, then it's not valuable. And day-to-day data is not actionable at all.
Escúchalo en el minuto 11:51
Medición y experimentosEl conjunto de datos más pequeño que debe analizarse para optimizar campañas es una ventana de 7 días. Los datos diarios carecen de significancia y capacidad de acción, por lo que ajustar anuncios con base en fluctuaciones diarias genera conclusiones erróneas.
is that you should never look at results day to day. your smallest data set you should ever look at when trying to optimize is a seven-day window. Last seven days. That is the smallest amount of information you can look at and have any confidence in that information if data isn't actionable, then it's not valuable. And day-to-day data is not actionable at all.
Escúchalo en el minuto 11:51
Peligro de optimizar campañas buscando maximizar el ROAS de plataforma
Medición y experimentosOptimizar la publicidad pagada para elevar el ROAS en la plataforma suele dirigir los anuncios hacia personas que ya iban a comprar de todos modos (vía email, búsqueda de marca o recompra), reduciendo los ingresos incrementales y la llegada de clientes realmente nuevos.
If you try to hack for a better return on ad spend, odds are you're going to be focusing more on people who are more likely to buy anyway, more likely you'll be focusing your ads on people that are going to convert on email and search and folks that have already bought from you. If you optimize for return on ad spend, what you're optimizing for is less incremental revenue and fewer new customers.
Escúchalo en el minuto 58:54
Evitar la desconexión entre la promesa del anuncio y la experiencia posterior
ConversiónPor muy ingenioso o atractivo que sea un anuncio, si al llegar al sitio web o al equipo de ventas el usuario percibe una desconexión entre la expectativa generada y la realidad del producto o servicio, el embudo fracasará por completo.
And one of the biggest mistakes I see people make is they run a ton of ads trying to be as clever as possible But as soon as they go to the website, as soon as they talk to a salesperson, they realize that they've been duped. They realize there's a massive disconnect between the expectation, the promise of the ad and what happens immediately afterwards. And it doesn't matter how good your ads are. If that disconnect exists, you're going to struggle.
Escúchalo en el minuto 27:45
Marca y posicionamientoEntrevista a tus clientes para descubrir a qué competidores recurrieron antes y qué les decepcionó; usa esa insatisfacción para articular un posicionamiento que responda al monólogo interno del cliente y te distinga frente a las soluciones superficiales del mercado.
The dissatisfaction from the people that give the easy way is the number one piece of the funnel for me. Understand why people came to you, who did they previously go to and what were they dissatisfied with? And if you don't call your customers and you don't ask them, it's almost impossible to know. But then you get us versus them, you can really begin to position yourself as, what do they do and what do we do? That's how you begin to speak to your customers and the language that they have. That's how you solve the problems they haven't even told you. That's how you ultimately address their…
Escúchalo en el minuto 31:12
Mensaje y copywritingEn lugar de enviar formularios genéricos, llamar por teléfono a los clientes que acaban de comprar permite entender qué los hizo sentir especiales y las palabras exactas que usan para describir sus problemas. Incorporar ese vocabulario literal en el copy de los anuncios genera una conexión subconsciente inmediata, superando a los competidores que solo presumen características genéricas.
One secret hack that some of the best operators I know leverage constantly is they talk to their customers. Call them. Say, hey, I'm Charlie. Don't send some spammy like type form. Literally get it on the phone. Understand why that person felt special when they bought from you. Use their words. The best ads somebody is speaking on your behalf with the words that you use to describe your problems so that you can feel seen and feel special and you buy from that person And using the words of your customers is the easiest psychological hack hey, I know your problem. Let me describe your problem…
Escúchalo en el minuto 20:46
Definición de presupuesto publicitario según la fase de aprendizaje
Canales de adquisiciónUn presupuesto publicitario bajo no se define por la cifra monetaria absoluta, sino por la incapacidad de generar suficiente volumen de conversiones para que los conjuntos de anuncios superen la fase de aprendizaje del algoritmo.
For me, I classify a low budget as I can't get more than one ad set out of the learning phase. So $100 a day might be awesome if you're doing lead gen and you're getting $2 leads. I know brands that I work with that spend $3,000 a day where their cost per purchase is $600 to $700. And I would consider them to be low budget. It is not a dollar amount, but it's about the volume of data that you can get. If you can't get a single ad set or more than one ad set out of learning, the way you start to scale your business should be dramatically different than if you can.
Escúchalo en el minuto 1:01
Usar contenido orgánico como entorno de prueba gratuito para creatividades publicitarias
Canales de adquisiciónPara negocios con presupuesto publicitario reducido, publicar contenido orgánico (como Reels o imágenes estáticas) permite validar qué ganchos y formatos generan más interacción antes de pagar por ellos; las publicaciones ganadoras pueden convertirse en anuncios añadiendo un llamado a la acción al final.
and then only run the ads that were successful as organic with your paid because you've already proven is to use your organic content on meta, typically on Instagram, as basically free testing for ad creative. produce Instagram reels, put those out there and then the ones that get significantly you can take those, add a 5, 10 second call to action to the end and run that as an ad. To do this well, your organic content needs to be closely related to your ads
Escúchalo en el minuto 45:08
Optimización a objetivos intermedios baratos ante presupuestos limitados de conversión
Canales de adquisiciónSi el costo por adquisición o el presupuesto impiden optimizar directamente a compra superando la fase de aprendizaje, conviene orientar las campañas a objetivos más económicos como captación de correos electrónicos o interacción.
First, if you can't get multiple ad sets out of learning, I will often focus on a cheaper business objective. Can we focus on getting email addresses? But they can get email addresses for about $1.26 Australian. Each email address is worth $4. Well, now, if you want to double your money, just get more email addresses. If you know how your business works, you can see, what can I focus on to get more?
Escúchalo en el minuto 2:27
Medición y experimentosAl escalar la inversión publicitaria, el ROAS suele disminuir inevitablemente. Sin embargo, un ROAS menor sobre un presupuesto grande (como 4x sobre 1 millón) genera mucho más dinero absoluto en caja que un ROAS alto sobre un presupuesto pequeño (como 10x sobre 10.000). La métrica clave de éxito debe ser el beneficio total generado y no el múltiplo de retorno.
as you scale your return on ad spend will decrease if my overall profit number not as a percentage as a number is significantly better. Much better to generate a 4x return on ad spend spending a million dollars a month than a 10x return on ad spend spending $10,000 a month. You make a lot more money at the lower return on ad spend number because you've achieved scale.
Escúchalo en el minuto 1:02:01
Ajustar la frecuencia de optimización de anuncios al volumen de conversiones y significancia estadística
Medición y experimentosNo existe una ventana de tiempo fija para tomar decisiones sobre anuncios; la frecuencia debe basarse en el volumen de conversiones. Una campaña con miles de conversiones diarias puede evaluarse en horas, mientras que una con pocas conversiones semanales puede requerir hasta un mes o el uso de calculadoras de significancia estadística.
There is no one size fits all when it comes to time frame. it's based on conversion volume is how often you should be making adjustments. thousands of conversions a day. Some campaigns generate six conversions a week. it might take a month to know if a new ad is performing well. thousands a day, it might take three hours. according to conversion volume. a statistical significance calculator. ad A is indeed outperforming ad bay with a 90% statistical significance,
Escúchalo en el minuto 10:10
Medición y experimentosAl escalar la inversión publicitaria, el ROAS suele disminuir inevitablemente. Sin embargo, un ROAS menor sobre un presupuesto grande (como 4x sobre 1 millón) genera mucho más dinero absoluto en caja que un ROAS alto sobre un presupuesto pequeño (como 10x sobre 10.000). La métrica clave de éxito debe ser el beneficio total generado y no el múltiplo de retorno.
as you scale your return on ad spend will decrease if my overall profit number not as a percentage as a number is significantly better. Much better to generate a 4x return on ad spend spending a million dollars a month than a 10x return on ad spend spending $10,000 a month. You make a lot more money at the lower return on ad spend number because you've achieved scale.
Escúchalo en el minuto 1:02:01
El algoritmo de optimización de Meta responde de forma literal al objetivo seleccionado
Canales de adquisiciónEl sistema de entrega y optimización de Meta busca exactamente lo que se le solicita: campañas de tráfico atraerán usuarios propensos a hacer clic pero que no necesariamente convierten, mientras que campañas de ventas o leads optimizan exclusivamente para esas acciones finales.
Meta's optimization systems and how the campaign delivers is completely literal. If you say you want sales, Meta's going to do its best possible to get you sales. If you say you want leads, vice versa. If you say you want traffic, they're going to find really clicky people. Those people won't necessarily go on and convert.
Escúchalo en el minuto 45:30
Investigación de mercado y clienteEn lugar de competir frontalmente contra gigantes del sector, un negocio pequeño debe identificar a competidores que van solo un paso por delante, analizar qué puntos de su oferta decepcionan a sus clientes y posicionarse como la solución directa a esa insatisfacción.
all you need is to understand who's the person one step ahead of you, how do they get customers, what are they dissatisfied with. If you can be the solution to that dissatisfaction, Be a better solution to somebody bigger than you and don't go for the huge dogs. Don't try to compete with folks that don't even know you exist.
Escúchalo en el minuto 36:01
Canales de adquisiciónPara evitar reiniciar la fase de aprendizaje y permitir la estabilización de resultados en Meta Ads, se debe limitar la frecuencia de ajustes a un ciclo de entre 7 y 10 días, ampliándolo si el presupuesto o volumen de conversión es reducido.
So what I typically recommend advertisers do is try and set an optimization schedule. So decide, I'm going to adjust my campaigns no more than once every seven days or ten days and you need to extend that time period because you are operating with a small budget and you are going to typically be generating lower conversion volumes.
Escúchalo en el minuto 9:27
Medición y experimentosUn ROAS muy elevado suele provenir de atribución cruzada o de clientes que ya estaban predispuestos a comprar (recompra), lo que reduce el ingreso incremental real y el volumen total de beneficio neto en el negocio.
And I see a lot of businesses scaling their ROAS to the point where they can't even afford to pay their bills. Because again a higher ROAS almost always comes from a customer who's more likely to buy a customer that's being attributed on multiple platforms and somebody who's already bought from you before. That's way less incremental revenue in your business. That's way less volume of profit in the bank account. And that is way less desirable for any business trying to grow.
Escúchalo en el minuto 1:05:24
Hiperespecializar el mensaje publicitario hacia el cliente de mayor valor
Mensaje y copywritingLas empresas con presupuestos reducidos suelen cometer el error de ser demasiado amplias; deben identificar su perfil de cliente de mayor valor y reconfigurar todo el mensaje publicitario para abordar exclusivamente las prioridades y métricas clave de ese segmento, descartando argumentos irrelevantes para ellos.
is look at all our clients typically are our highest value customers. So then we would re-engineer All our ads would be updated specifically to speak to those people. It'd be in the messaging. It'd be what do they care about? They care about scale. They care about maintaining return on ad spend as they scale up. They're not interested in things like lead quality. Doesn't apply to them. So we wouldn't be talking about lead quality in our advertising. But in my experience, most businesses, particularly those operating with small budgets, are far too broad as opposed to too niche.
Escúchalo en el minuto 25:57
Medición y experimentosEn lugar de fijar metas arbitrarias de ROAS elevado, se debe determinar el costo de adquisición admisible calculando cuánto vale un cliente para el negocio y qué margen neto se está dispuesto a pagar para adquirirlo de forma rentable.
I've spoken to many beginners that will say things like, oh, I want a 10x return on ad spend they don't understand the dynamic well enough so I might say, what are you willing to pay to acquire a customer? Okay, what are your customers worth? My customers worth $2,000. So what are you willing to pay to get that customer? So you're telling me that you wouldn't be willing, if you had a magic machine and you could put $400 in it or $500 in it and it just spits out a $2,000 customer, you wouldn't do it. And they nearly always go, oh no, yeah, no, I would. Yeah, yeah, no, I can make that work…
Escúchalo en el minuto 56:13
Estrategia para presupuestos reducidos: captar a los insatisfechos del mercado masivo
Marca y posicionamientoLas empresas con presupuestos limitados no deben desperdiciar recursos intentando cubrir todo el embudo ni competir contra gigantes del mercado. Su estrategia debe centrarse en nichos específicos y posicionarse al final del embudo como la mejor alternativa para compradores listos para pagar que están insatisfechos con las opciones masivas estándar.
You don't need ads for top of funnel, mid funnel, bottom funnel, all of that stuff. It's a complete waste of money to do almost all of those efforts. You as a small budget only need to be the best choice for somebody who's got their credit card out. Just be the best choice for somebody that's dissatisfied with them. is because you're a better choice than the mass market option. People are coming to you because they're dissatisfied with what the standard choices are. So if you can just be a better choice for somebody who's already ready to buy, you're going to make a lot more sales. are trying…
Escúchalo en el minuto 15:52
Optimizar por volumen de beneficio neto en vez de por ROAS atribuido de plataforma
Medición y experimentosEl ROAS reportado por las plataformas publicitarias es inexacto porque atribuye ventas puntuales que en realidad forman parte de un viaje del cliente multicanal y prolongado en el tiempo; la rentabilidad debe evaluarse sobre el beneficio global generado por el negocio.
ROAS isn't how you look at it. Look at the GPT. Look at the volume of profit. Profit isn't about the attributed revenue against the ad spend because remember, the revenue that you see isn't all the revenue in the business and it's probably going to be attributed to more than one platform. So the revenue number in your ROAS is inaccurate and the spend isn't the reason it happened. If you turn off all of your ads today, odds are you get a sale tomorrow from someone that saw your ad yesterday. So the spend today on that ad isn't the reason the sale attributed to that ad happened today. It…
Escúchalo en el minuto 37:28
Identificar anuncios ganadores en Meta Ads Library por su tiempo de actividad
Canales de adquisiciónAl investigar competidores en Meta Ads Library, enfócate en modelar anuncios que lleven más de seis meses activos continuamente, ya que la longevidad de la pauta es el indicador más fiable de que el anuncio es rentable y no una simple prueba.
Then you come through to Meta Ads Library, and then what you're looking for are the ads that have been running quite a while. If they've been running an ad for, if they aren't launching an ad last week, you don't know that thing's working. They might be experimenting. If they've been consistently running an ad for more than say six months, particularly if it's longer than that, that ad is almost certainly working for them and you could look to model from it.
Escúchalo en el minuto 32:13
Canales de adquisiciónRealizar cambios continuos en campañas o conjuntos de anuncios en Meta reinicia la fase de aprendizaje, obligando al algoritmo a descartar la significancia estadística previa sobre la secuenciación óptima de impactos.
which is don't helicopter parent your ad campaigns. when you create a new campaign or a new ad set, or make an adjustment to campaign ad set, will go through the learning phase. can the machine with statistical significance understand the order to show your ads to different individuals So if you're constantly making changes, the machine has to start over on building a sequence. is that it is the machine telling you they have statistical significance, confidence in how to show the right ads to the right people in the right order and more changes will only delay stability.
Escúchalo en el minuto 5:26
Canales de adquisiciónAl escalar campañas para rejuvenecer la audiencia de New Balance, dos tercios (66%) de las primeras impresiones de prospección correspondían a usuarios que habían abandonado el carrito de compra en marcas competidoras (Nike, Reebok, Converse, Puma y Adidas) en los últimos 7 días.
When I was running all the ads for New Balance and we were trying to get people younger, we very specifically understood when we measured everything and we were scaling up the account that two thirds of our first impressions were of people who had abandoned cart at Nike, Reebok, Converse, Puma, and Adidas in the last seven days. Our first touch, our prospecting in our ad account was just end of funnel retargeting the bigger brands.
Escúchalo en el minuto 16:18
Canales de adquisiciónLos anuncios pagados son un amplificador del modelo de negocio; si una oferta no logra generar ventas de forma orgánica, no se debe invertir en campañas pagadas orientadas a conversión.
Ultimately, the ads are a percentage of the profits that you make in a business spent on amplifying how the business model works. And if you can't make sales organically, you definitely shouldn't be paying to try to go to a conversion campaign.
Escúchalo en el minuto 4:28
Canales de adquisiciónAl escalar campañas para rejuvenecer la audiencia de New Balance, dos tercios (66%) de las primeras impresiones de prospección correspondían a usuarios que habían abandonado el carrito de compra en marcas competidoras (Nike, Reebok, Converse, Puma y Adidas) en los últimos 7 días.
When I was running all the ads for New Balance and we were trying to get people younger, we very specifically understood when we measured everything and we were scaling up the account that two thirds of our first impressions were of people who had abandoned cart at Nike, Reebok, Converse, Puma, and Adidas in the last seven days. Our first touch, our prospecting in our ad account was just end of funnel retargeting the bigger brands.
Escúchalo en el minuto 16:18
Canales de adquisiciónLos anuncios pagados son un amplificador del modelo de negocio; si una oferta no logra generar ventas de forma orgánica, no se debe invertir en campañas pagadas orientadas a conversión.
Ultimately, the ads are a percentage of the profits that you make in a business spent on amplifying how the business model works. And if you can't make sales organically, you definitely shouldn't be paying to try to go to a conversion campaign.
Escúchalo en el minuto 4:28
Investigación de mercado y clienteLas marcas con presupuestos pequeños no deben competir de forma general contra empresas grandes; deben descartar el 99% del mercado potencial y enfocar todo el copy, mensaje y creatividad publicitaria de manera híper específica en el 1% del público al que pueden servir mejor.
get specific about your ideal customers and create ads that are only designed for them, both from an ad copy, messaging standpoint, but also in the creative. If you've got a small budget, The way you compete with those bigger businesses that have much larger budgets is you say, we're not going to touch 99% of this market Instead, we're going to be hyper-specific for this 1% that we can tailor everything towards and we can serve them better than the bigger company
Escúchalo en el minuto 14:24
Modelar competidores del nivel objetivo inmediato y no marcas masivas
Marca y posicionamientoEvita copiar la publicidad de megamarcas consolidadas, ya que sus modelos de negocio pueden absorber anuncios ineficientes; modela a competidores que estén en el nivel inmediatamente superior al tuyo y cuyo negocio dependa críticamente del rendimiento de cada campaña.
Don't copy the people who don't need to be successful. most of the really big brands, the vast majority of their ads are going to fail. And the vast majority of those businesses are very successful, They don't need their campaigns to drive a 10X ROAS to pay the bills tomorrow. They've solved the business model. They've solved the market fit. What you should be looking at to copy is somebody at the level you're trying to get to. Don't go after somebody 10 times bigger than you. Focus on copying the people who need to be good.
Escúchalo en el minuto 33:23
Mensaje y copywritingCuando una marca decide enfocarse exclusivamente en el segmento de clientes de alto patrimonio (B2C) o corporaciones de alta facturación (B2B), no debe utilizar la competitividad de precio como argumento de venta frente a la competencia, sino enfocar todo el mensaje en los dolores y beneficios de alto valor que a este público específico le interesan.
is they will work out we only want to work with high net worth individuals because they spend the most, they give us at least headaches, either on a B2C or you could do the equivalent with B2B, right? We're only going to work with companies over X revenue. think about the things they really care about from a benefit standpoint. Think about their pain points as well. So if you are looking to target only the high net worth individuals within your marketplace, don't emphasize the price competitiveness of your product or service in comparison to your competition. That's not who you're going after.
Escúchalo en el minuto 24:27
Adquisición inicial a pérdida apalancada en retención y LTV
Oferta y precioLos competidores con más capacidad financiera pueden permitirse adquirir clientes a pérdida en la primera transacción porque su modelo de negocio monetiza la recurrencia y la retención a lo largo de meses o años, permitiendo plazos de recuperación del CAC de seis meses o más.
businesses where initial customer acquisition is loss making. Banks they pay way more to acquire you than they make from you initially. we will turn you into repeat revenue over many years but it might take six months or more for us to pay the initial cost of customer acquisition in the first place.
Escúchalo en el minuto 1:03:26
Aprovechar la prospección pagada por grandes marcas y competir únicamente en la última milla de compra
Marca y posicionamientoLas marcas con presupuestos pequeños no deben gastar recursos intentando generar conciencia masiva en el mercado cuando las grandes corporaciones ya invierten presupuestos millonarios en prospección y educación. La estrategia rentable consiste en capturar la 'última milla', posicionándose como la opción superior y más confiable para el usuario que ya ha decidido comprar.
You are competing with brands that will spend more money on campaigns that have no sales goals You are competing with a thousand brands willing to spend a million dollars a day just for market share. All you need to do is let them do all the prospecting and just be a better choice. they're doing all the hard work for you. All you need to do is say, hey, if you're ready to buy, I'm a better choice. all you need to be is the person that they're willing to trust to give the money to. All you need to do is when somebody's looking for a place to buy, have them buy from you. Just get over that last…
Escúchalo en el minuto 21:28
Marca y posicionamientoUn negocio con bajo presupuesto puede crecer rentablemente capturando una pequeña fracción (incluso el 1%) de los clientes insatisfechos de competidores que invierten millones en publicidad, posicionándose simplemente como una mejor alternativa para ese segmento descontento.
If you're a low budget you just need to be the better choice. This business spending 10 million a year if you're just a better choice for 1% of their customers 100,000 a year on a fraction of the ad spend because all you're doing is buying the inventory of the folks who are dissatisfied with this business.
Escúchalo en el minuto 1:00:21
Canales de adquisiciónPara pequeños negocios con presupuesto limitado, es preferible dirigir las campañas publicitarias directamente a captación de leads o ventas para generar retornos a corto plazo que permitan reinvertir, en lugar de gastar en campañas de reconocimiento de marca sin retorno inmediato.
Traffic campaigns are going to be running leads or sales campaigns that are direct to offer, directly selling in order to get leads, in order to get sales, so that you can generate a short-term return on your small budget, will allow you to reinvest. Well, much better to go directly for those things instead of running an awareness campaign we're going to end up coming back to you in the long term.
Escúchalo en el minuto 42:20
Marca y posicionamientoEn lugar de buscar un alcance masivo indiferenciado, el contenido y los anuncios deben orientarse a personas insatisfechas con los líderes dominantes del mercado, presentándose claramente como una opción mejor.
you only want your content to appeal to those individuals who are dissatisfied with your biggest competitors. and all they are is a better option to a bigger player in the market. You just have to be better than them. That's how you get successful. All they did is say, we're a better alternative. They're a billion dollar company on we're a better alternative than the bigger business.
Escúchalo en el minuto 53:11
Modelar formatos de anuncios validados por la competencia con presupuesto bajo
Canales de adquisiciónCuando se dispone de poco presupuesto para pruebas, conviene observar y replicar formatos creativos que ya muestran tracción en competidores (demos de producto, contenido generado por usuarios o creatividades estáticas), ahorrando tiempo y presupuesto en fases iniciales de validación.
Keep looking at more competitors, keep finding other options That's an interesting product demonstration video. That's a UGC video. They've actually got some static images that seem to be performing well for them. Let's go ahead and use that and you can look to model from what works and replicate that. Save yourself a ton of time and budget and test that way.
Escúchalo en el minuto 36:32
Canales de adquisiciónEn negocios locales, ejecutar primero campañas de reconocimiento de marca muy baratas (por ejemplo, a 50 centavos por cada mil impresiones) en un radio específico genera familiaridad y apego en el mercado antes de lanzar campañas orientadas a la captación de leads.
I also love brand awareness for a local lead gen. Absolutely no reason that everybody in your market shouldn't know who you are. If you run a brand awareness campaign in your 10 mile wide city for your karate studio or plumbing business and you reach people for 50 cents to reach a thousand individuals or whatever it is, when you actually run your leads campaign, people already know who you are. They've already made an attachment.
Escúchalo en el minuto 46:14
Canales de adquisiciónInvertir presupuesto en campañas de interacción sobre contenido orgánico hiperenfocado en el cliente ideal entrena la lógica de segmentación del algoritmo y crea una audiencia tibia previa que luego recibe las campañas de conversión con mayor probabilidad de éxito.
you do engagement campaigns. An engagement campaign dollar or pound or euro spent on your organic content. Specifically, the organic content that's on perhaps your Instagram feed is a great way for the machine to understand who likes and who doesn't like your content. All of that is very valuable data for the targeting logic that goes into who sees your ads. If you run an engagement campaign and people start liking your posts and visiting your website maybe even following you and you run a conversion campaign do you think that conversion campaign is going to completely ignore the folks that…
Escúchalo en el minuto 38:55
El contenido viral sin intención comercial confunde el aprendizaje algorítmico de los anuncios
Canales de adquisiciónCrear contenido viral orgánico que atrae a audiencias masivas sin intención de compra envía señales erróneas al algoritmo; cuando luego se busca vender, la plataforma publicitaria no tiene claro a qué perfil dirigir las conversiones.
They were really focused on being viral and organic and making really interesting content that appealed to a whole bunch of people that had no interest in buying. And when they tried to make a sale, the machine had no idea who to show it to. They just showed it to the people that were interested in the content, but the content didn't actually speak to the sale,
Escúchalo en el minuto 52:49
Distribución presupuestaria 80/20 entre engagement y catálogo
Canales de adquisiciónMarcas con facturaciones superiores a los ocho dígitos anuales pueden operar asignando el 80% de su presupuesto publicitario a campañas de engagement y el 20% restante a anuncios de catálogo.
I, in fact, know one brand that is doing over eight figures a year that spends 80% of their money on engagement and the other 20% on catalog.
Escúchalo en el minuto 5:08
Investigación de mercado y clienteHasta el 50% de los clientes en programas avanzados pueden provenir de competidores de nivel introductorio tras descubrir sus limitaciones y quedar insatisfechos.
Like 50% of the people that come to join Disruptor Academy are folks that have seen agency owner, YouTube guru like Ben and they realize that this is great for somebody to get started and get excited. But eventually, I need something more than step number one.
Escúchalo en el minuto 30:58
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