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How To Run Facebook Ads in 2024 - Beginners Tutorial (Complete Guide)
22 ideas de marketing sacadas de «How To Run Facebook Ads in 2024 - Beginners Tutorial (Complete Guide)», de Davie Fogarty. Sobre todo de canales de…
- 22 ideas despiezadas
- Fuente Davie Fogarty
- Dura 35 min
- Publicada en 2022
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Medición y experimentosPara compensar las restricciones de privacidad de Apple (iOS), se debe configurar la integración de Conversions API (CAPI) en nivel 'Maximum' dentro de plataformas como Shopify para enviar más datos de usuarios directamente de servidor a servidor.
So you've got this thing called Cappy set up, which is basically Shopify's response to the Apple privacy laws. It feeds a lot more data straight through to Shopify from Facebook about the users. You really want to set up maximum.
Escúchalo en el minuto 4:02
Optimización manual de miniaturas en anuncios de video para aumentar el enganche inicial
Canales de adquisiciónEn lugar de dejar la selección automática de miniatura en los anuncios de video, se debe configurar manualmente una imagen atractiva, llamativa y relevante que detenga el scroll sin caer en clickbait engañoso.
Now the only other thing that I do recommend, even when you're a beginner, is actually setting up a thumbnail. And now we're actually optimizing thumbnails and getting some really, really good results. Set up a thumbnail that's really catchy. That's thumb stopping. And your performance should increase. We're going to change it from automatic placement to manual. You want something that's really just kind of captivating. You don't want it to just be completely clickbaity. It needs to be somewhat relevant.
Escúchalo en el minuto 22:21
Canales de adquisiciónEn comercio electrónico se deben configurar las campañas publicitarias bajo el objetivo de conversiones (ventas) en lugar de tráfico, interacción o reconocimiento, ya que estos últimos suelen enviar tráfico de bots o usuarios sin intención real de compra.
this is probably the first place that everyone goes wrong. If you're in e-commerce and you're just beginning, the only thing you need to know is conversion campaigns. All of these other forms of traffic, such as awareness, traffic and engagement. When I first started Facebook ads, that is exactly what I was doing. I was basically running those ads, not understanding that Facebook was probably feeding me bot traffic or just traffic that had no intent to buy. By using conversions, Facebook has a lot of data for people with buying intent for that product.
Escúchalo en el minuto 8:13
Verificación y escalado gradual de presupuesto en cuentas publicitarias nuevas
Canales de adquisiciónAl crear una cuenta nueva en Meta Ads, es indispensable completar las verificaciones de identidad del negocio y empezar a gastar presupuesto muy lentamente; aumentar el gasto de forma agresiva activa alarmas antifraude y provoca el bloqueo de la cuenta.
First step is make sure that you put your ID and all your business verifications within the business manager. This will help Facebook trust you and trust that you're not a scammer. The second thing is you need to start spending really, really slowly. You don't want to really ramp up the budget straight away. They're just going to think that it's a scam product.
Escúchalo en el minuto 1:42
Canales de adquisiciónPara campañas de conversión conviene habilitar ubicaciones automáticas para que el algoritmo busque compras al menor costo posible, mientras que en campañas de alcance o interacción es preferible usar ubicaciones manuales para evitar inventario barato y de baja calidad.
I'm just going to leave it automatic today because we're using a conversion event. So if you are really wanting to test a video views or an engagement ad that we talked about initially, make sure that you are using manual placements because, or at least tracking where Facebook is placing that ad because Facebook's sole purpose. Let's say if you used a reach ad is to just get that reach as cheap as possible. That can be really low quality audiences and just doesn't really help you because we're using a conversion ad. It wants to get us purchases as cheap as possible. So I want to let it place…
Escúchalo en el minuto 16:09
Optimizar directamente al evento de compra desde el inicio en Facebook Ads
Canales de adquisiciónAl lanzar campañas de tráfico frío para un producto potencial ganador, es preferible seleccionar directamente el evento de conversión 'Compra' (Purchase) en lugar de eventos intermedios como 'Añadir al carrito', incluso si el píxel aún no cuenta con un historial extenso de datos.
The main thing that I really want to stress is coming into here and in your conversion event and going to purchase. There's a lot of different options that you can see here, such as add to cart. A lot of people talk that you need a large amount of data coming through the pixel for that conversion event for Facebook to advertise. That will actually prompt that to you. But I really like even just when I'm starting a new brand, if I think the product's a winner, I'm just going to use purchase straight out the gate.
Escúchalo en el minuto 12:21
Canales de adquisiciónPara campañas publicitarias orientadas a dispositivos móviles en plataformas como Meta, se debe utilizar una relación de aspecto 4:5 en los videos, ya que ocupa el mayor espacio visual posible en la pantalla del usuario y mejora la visibilidad del anuncio.
Now you can see that these are all four to five ratio videos, which is really important because it takes as much real estate on people's phone as possible. This is mainly going to be placed on mobile. So make sure it's optimized for mobile.
Escúchalo en el minuto 20:13
Canales de adquisiciónEn campañas optimizadas para conversión en Meta Ads, conviene evitar la segmentación estricta por intereses o demografía y optar por audiencias amplias; el algoritmo identifica patrones de compra con mayor precisión y descubre segmentos de clientes inesperados.
Facebook is smart enough to figure that out and get some good results with board. I don't think that interest will really be necessary in the future. Facebook would know more than you could ever know. there are massive things that will surprise you in this area and Facebook can figure this stuff out pretty quickly. It's trying to work with you by using all of these automatic placements and wide broad targeting. You're actually going to make sure that you get a full picture about your product. If by targeting this and not limiting Facebook, it's going to find those demographics.
Escúchalo en el minuto 15:22
Separar tráfico frío de retargeting y excluir audiencias para forzar gasto y evitar canibalización
Canales de adquisiciónSepara en conjuntos de anuncios distintos a los usuarios fríos (nivel 1) de los usuarios que ya interactuaron (nivel 2 / retargeting), forzando presupuesto específico en estos últimos y excluyendo audiencias tibias del tráfico frío para evitar que compitan y pujen entre sí.
While this ad set is going to retarget those visitors, a very common thing to do within Facebook marketing is actually to separate the cold and the hot. So we're actually going to force the budget to spend more on retargeting than Facebook thinks. We definitely use retargeting within all of our campaigns. Now what we need to do is we need to change the naming convention because level one is people that have never heard of us. Level two are people that have taken action. As you progress and you really start to clear those segments, in the level one traffic, you may want to start excluding…
Escúchalo en el minuto 31:36
Uso de perfiles personales reales y antiguos para gestionar Business Manager
Canales de adquisiciónLa administración de cuentas publicitarias debe hacerse mediante perfiles personales de Facebook legítimos y con historial, ya que los perfiles nuevos o con datos falsos son baneados automáticamente por los bots de moderación de Meta.
One thing to note here is I'm doing everything through my actual Facebook account. If you create a brand new Facebook with a fake name or something, you're going to get banned straight away. They have a lot of bots that are doing this. The older your Facebook is, the more legitimate it is, the more you've complied with policy is really important.
Escúchalo en el minuto 2:51
Prueba de múltiples creatividades en un mismo ad set sin elevar el presupuesto
Canales de adquisiciónDuplicar anuncios dentro de un mismo conjunto de anuncios mantiene el presupuesto global intacto a nivel de ad set, permitiendo que el algoritmo asigne dinámicamente el gasto hacia la creatividad con mejor rendimiento.
And we're actually going to add more ads to the ad set. And that's going to duplicate the ad within the ad set. No, the budget on the ad set level is still the same. So Facebook is going to allocate that budget as best as it can across those two ads. So you're going to get a little bit of insight on what Facebook ad Facebook likes better. This isn't a rigid split test, but at least it's giving Facebook as much to work with as possible to increase your results. Using that duplicate feature, we can easily duplicate ad sets, campaigns or ads to really make make things, everything stay the same…
Escúchalo en el minuto 25:22
Asignar un presupuesto inicial de $5 a $10 diarios por conjunto de anuncios en fase de aprendizaje
Canales de adquisiciónAl comenzar a pautar en Facebook sin experiencia previa, se recomienda limitar el presupuesto a entre $5 y $10 diarios por conjunto de anuncios para generar tráfico y validar creatividades cometiendo errores de bajo costo antes de escalar.
Initially, if you're just getting started, you don't really know what you're doing. I would not be sending this higher than $10 a day. This is because chances are you probably made some mistakes with the content. You might make some mistakes with the ads. You're just learning. So really all we want to do when we begin is do like something like 10 or even $5 for this ad set. That at least is going to get some traffic to your site and you can start learning a little bit more.
Escúchalo en el minuto 12:58
Medición y experimentosPara optimizar campañas de comercio electrónico en plataformas de anuncios, se deben personalizar las columnas de reporte siguiendo la secuencia cronológica del embudo del cliente (costo por clic saliente, visualización de contenido, adiciones al carrito, inicios de pago y compras finales con sus costos y valores unitarios).
What you're going to want to do is come down here and you're going to click customize columns. This is going to give you the full scope of data that you need to look at in a conversion based e-commerce campaign. We're going to add all the metrics from the beginning of the funnel. Then they click the ad. So we need to actually go clicks and we go cost per outbound click. Then the next step is they're actually going to view content on our website, which is that product page. We're going to go view content and we're also going to look for the cost of the view content. The next step of the user…
Escúchalo en el minuto 28:02
Mensaje y copywritingFacebook tiende a rechazar anuncios que señalan atributos personales explícitos o categorizan a los usuarios (por ejemplo, calificar a la audiencia como 'limpiadores compulsivos' o 'freaks'), por lo que se debe cuidar el cumplimiento de políticas al redactar los textos publicitarios.
Now, one thing that you need to understand is compliance within the account. So we've written this copy and we've mentioned the words freaks. And we've also calling out, you know, characteristics of people. So the clean freaks are obsessed with this lemon scrub. That is genuinely flagged by Facebook a fair bit. And this may not run.
Escúchalo en el minuto 20:57
Medición y experimentosEl píxel no solo registra vistas de página sino eventos con intención comercial (ver contenido, añadir al carrito, comprar), lo que permite a la plataforma publicitaria perfilar al usuario, agrupar audiencias similares y optimizar el presupuesto hacia conversiones.
A Pixel is tracking the user's behavior on the website. It's tracking not only if they visit a page, but also if they do a certain action. this Facebook knows that I have viewed this product, which is really important for retargeting later. The other events include add to cart or purchase. When the person purchases the product or shows any intent, it will then group that customer demographic. It'll start to cluster people that are very similar to that it's feeding a lot of data through, which allows Facebook to understand where to better spend your advertising budget to get more conversions.
Escúchalo en el minuto 6:19
Medición y experimentosAntes de evaluar el rendimiento publicitario, es indispensable calcular el ROAS de equilibrio a partir del margen del producto (descontando costo de producto, logística y flete); cualquier retorno inferior a ese umbral resultará en pérdidas operativas.
Your target return on ad spend is really important to understand when you first start your marketing. We're going to show our margin for this product and we're going to have a break even ROAS. What this means is any ROAS underneath that, so return on ad spend, is going to be unprofitable for us. We want to get our ROAS higher than that thing. We want to get our ROAS higher than that metric because we've got all of these other costs. We've got the product cost, the freight cost, the courier cost. So we need to, that final customer acquisition cost is really variable. And this is what we're…
Escúchalo en el minuto 29:33
Estructuración de campañas por temperatura de audiencia o producto
Canales de adquisiciónUna estructura efectiva de cuentas publicitarias consiste en organizar las campañas por nivel de temperatura de la audiencia (público frío, público tibio y recompras) o por líneas de producto específicas, delegando la segmentación demográfica al nivel del conjunto de anuncios.
The campaign is a high level objective. If you have lots of products, some people use their campaign to be that product specific. other people structure campaigns. So it's either cold audiences or warm audiences or repurchases, which is actually how we use it at the UDI. The ad set is where we do a lot of our targeting.
Escúchalo en el minuto 9:25
Canales de adquisiciónAudiencias excesivamente grandes (por ejemplo, cientos de millones de personas) no son recomendables al iniciar campañas con bajo presupuesto y un píxel sin historial; en esa etapa conviene acotar el público mediante segmentación por intereses antes de intentar públicos completamente abiertos.
238 million is too many people in my opinion, especially with such a low budget and kind of no data through the pixel. you might want to be going that broad. Usually we use certain elements such as interest-based targeting to narrow this audience down.
Escúchalo en el minuto 14:48
Canales de adquisiciónEn una tienda o sitio web nuevo, no actives de inmediato un conjunto de anuncios exclusivo para retargeting; espera entre 1 y 3 semanas para que el píxel recolecte suficiente volumen de tráfico antes de intentar gastar presupuesto en esa audiencia.
With retargeting, because we've only just set up this store, chances are there's no traffic going to the website. So it's not going to be able to spend the full budget because there's no audience to target. This is why you can actually set up retargeting, you know, one, two, three weeks into starting your store. You don't need to set it up right away, especially considering that level one traffic that we've kind of set up is already retargeting.
Escúchalo en el minuto 33:34
Acondicionamiento de perfiles sociales antes de activar pauta para generar confianza
Marca y posicionamientoAntes de iniciar campañas pagadas, se debe completar la página corporativa con foto de perfil, portada y publicaciones educativas para que los prospectos que visiten el perfil verifiquen que se trata de un negocio legítimo y no una estafa.
This needs to be updated to our logo with a bit more content on this. We just need to change the profile picture, which you click down here and click edit profile picture, upload photo. And we also want to add a cover frame. So when people actually come to our page, it doesn't look like a scam. And ideally what I would do next is create a few posts. So I would kind of educate a little bit more around the product so that when someone falls here, they would know that we're not a scam.
Escúchalo en el minuto 17:51
Rendimiento de adquisición en Meta Ads: ROAS de 7.6x con CPA de $18 en producto de alto valor
Medición y experimentosEn una campaña de Meta Ads utilizando segmentación amplia para un producto de valor elevado, se obtuvo un retorno de la inversión publicitaria (ROAS) de 7.6 y un coste por compra de $18.
So we're getting about a 7.6 ROAS on this product, which is really, really good. And the cost per purchase is only $18. It's quite a high value product, which you can see here. To recap, this ad set here, because it is broad targeting, is actually going to target everyone in Australia.
Escúchalo en el minuto 30:54
Inversión acumulada en pauta publicitaria en Meta Ads
Canales de adquisiciónPresupuesto publicitario ejecutado de 40 millones de dólares a lo largo de cuatro años en anuncios de Facebook.
Over the past four years, I spent $40 million on Facebook ads.
Escúchalo en el minuto 0:00
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