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🐉How To Train Your Facebook: Charley Tichenor the Algo Whisperer
28 ideas de marketing sacadas de «🐉How To Train Your Facebook: Charley Tichenor the Algo Whisperer», de Professor Charley T. Sobre todo de canales de…
- 28 ideas despiezadas
- Fuente Professor Charley T
- Dura 51 min
- Publicada en 2023
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Uso de reglas automatizadas intradiarias como limitadores de gasto en Facebook Ads
Canales de adquisiciónConfigura reglas automatizadas en Facebook Ads para pausar anuncios a lo largo del día cuando el gasto acumulado haga matemáticamente improbable alcanzar el CPA objetivo con el presupuesto diario restante, reactivando los anuncios cada noche para darles un nuevo ciclo al día siguiente.
100% native it's the free tool it's the automated rules it's the number one most overlooked tool inside of Facebook and the native tool does absolutely business on four or five business rules but the two types of rules I do one is called a limiter it's basically saying it's a limiter it's basically saying if my performance has no way of achieving my business goal today I'm going to turn this ad off and I run ads day today what say for instance you're going to spend a hundred bucks a day and you're $50 in and my cost goal is $20 that means that in the next 50 bucks you need to deliver me five…
Escúchalo en el minuto 21:29
Optimización continua de anuncios mediante sustitución de los peores ejecutores
Medición y experimentosPara reducir progresivamente el CPA promedio, prueba nuevos creativos e introduce aquellos que rindan mejor que tu media actual mientras apagas o reemplazas sistemáticamente el anuncio con el costo de adquisición más alto dentro del conjunto.
eliminate the lowest efficiency ads on any given day your efficiency will so what you're really trying to do is prevent net higher CPAs on any given day doing creative testing all you need to do is find new ads to perform as good or better than your net average and then you take that loser you kick it out and you bring in a new one that's doing better so if you've got a $50 60 a 70 an 80 and a $90 CPA ad five ads in an ad set and you bring in something and you're averaging 70 bucks if you bring in some creative testing that's coming at 65 you drop it in you kill the 90 your CPA is drop 10%…
Escúchalo en el minuto 26:43
Canales de adquisiciónPara optimizar el rendimiento en Facebook Ads, es fundamental simplificar la estructura de la cuenta, definir un único objetivo principal de negocio y centralizar el gasto y la data en lugar de fragmentarlos; esto permite que el algoritmo de machine learning encuentre intención de compra de manera eficiente a partir del contenido publicitario suministrado.
I think it's really built around account Simplicity and really working on identifying what your number one most important business objective is and then solving for that in a really systematic testing way and cons and centralizing as much spend and as much data as you can into a centralized location um because Facebook what it does better than anybody else is their machine learning is better than anybody else at creating intent and what they need is content from you to keep people clicking and the
Escúchalo en el minuto 4:36
El anuncio publicitario crea su propia audiencia similar de forma dinámica
Canales de adquisiciónEn plataformas como Meta Ads, cada anuncio individual construye internamente su propio grupo de datos y audiencia similar a partir de los usuarios que convierten con él; por ello, usar audiencias amplias (broad) con diferentes enfoques creativos permite que cada anuncio encuentre a su segmento ideal de forma automática.
happen at the ad level every ad itself builds out a data pool basically of all the people that it's seen and all the people success that it's had so every ad is effectively making a local likee audience based off the people that have converted with it so every ad itself is making a look like audience where each piece of content is finding people that when you run those ads inside of very broad audiences you're not limiting the way that Facebook looks at ads like they don't understand that an ad makes a lookalike audience based off the performance of that ad and finds other users like it so…
Escúchalo en el minuto 25:09
Canales de adquisiciónEn lugar de fragmentar el presupuesto en decenas de conjuntos de anuncios con poco gasto diario, se debe consolidar el presupuesto en muy pocas campañas y ad sets con audiencias amplias; esto concentra decenas de conversiones por anuncio, acelerando el aprendizaje del algoritmo y mejorando la estabilidad del CPA.
their exposure and if you have very few audiences like a broad audience and giving that ad the broadest audience which gives it the best chance of don't if you have instead of having a half a dozen or a dozen campaigns with a half a dozen adsets in each one creating 60 70 100 different ad sets each one today but your budget's like five grand instead if you put that in two or three places you're letting each one of those see a ton of data points which means every single ad itself is getting a dozen or two dozen conversions on a regular basis so the lookalike audience that each ad is creating…
Escúchalo en el minuto 26:01
Canales de adquisiciónLa subasta de Facebook determina la tarifa y distribución publicitaria combinando el presupuesto con la tasa estimada de acción y el sentimiento del usuario. Crear creatividades que detengan el scroll y generen una experiencia que retenga al usuario beneficia la puntuación algorítmica, mientras que experiencias negativas o rebotes inmediatos encarecen y limitan el alcance del anuncio.
Facebook's number one commodity is attention so they need people to stay on and they what works for them is what they call thumb stopping the average C to stop them for 30 seconds right and if you can do that you're providing value to the platform by creating content that auction it's your the way that they calculate your actual bid your cost per impression is your budget and your estimated action rate that estimated sentiment negative sentiment they can punish you if you're basically making people unhappy with Facebook if you they show an ad you they click on it and then don't come back to…
Escúchalo en el minuto 8:16
Canales de adquisiciónLa subasta de Facebook determina la tarifa y distribución publicitaria combinando el presupuesto con la tasa estimada de acción y el sentimiento del usuario. Crear creatividades que detengan el scroll y generen una experiencia que retenga al usuario beneficia la puntuación algorítmica, mientras que experiencias negativas o rebotes inmediatos encarecen y limitan el alcance del anuncio.
Facebook's number one commodity is attention so they need people to stay on and they what works for them is what they call thumb stopping the average C to stop them for 30 seconds right and if you can do that you're providing value to the platform by creating content that auction it's your the way that they calculate your actual bid your cost per impression is your budget and your estimated action rate that estimated sentiment negative sentiment they can punish you if you're basically making people unhappy with Facebook if you they show an ad you they click on it and then don't come back to…
Escúchalo en el minuto 8:16
Canales de adquisiciónPara evitar la competencia interna y permitir que el algoritmo optimice con datos suficientes, se debe estructurar la cuenta con una sola campaña por objetivo comercial (combinando audiencia broad y audiencias similares), en lugar de fragmentar el presupuesto en múltiples campañas con audiencias superpuestas.
understanding that Facebook's ecosystem is built around having the ad build an audience for its own and then letting it go out and find those people I think that's one of the biggest misunderstandings because really the only reason why you would have more than one campaign for a business object for any business objective is because you're trying to hack that somehow so I will only have one Campa one campaign per business objective if my business objective is the prospect for this product I'm not GNA have 10 campaigns competing with each other with overlap and all this other stuff I'm going to…
Escúchalo en el minuto 30:10
Canales de adquisiciónCrear anuncios y contenido que estimulen conversaciones activas y positivas entre usuarios en la sección de comentarios reduce el costo por mil impresiones (CPM) y amplía el alcance a menor costo, ya que el algoritmo premia el contenido que retiene la atención y conecta a las personas.
other half is Facebook looks to content that people want to engage in and they want people to engage positively and communicate with each other so if you have content where the comment section conversations so people can build community and Comm and talk together you're going to get a lower CPM inside the marketplace and you're going to be shown to more people for cheaper because your content is better at doing what Facebook wants to do which is occupy your time by connecting you with other people so that you have convers
Escúchalo en el minuto 10:29
Volumen mínimo de conversiones para salir de la fase de aprendizaje en Meta Ads
Medición y experimentosPara que una campaña publicitaria en Facebook/Meta logre salir de la fase de aprendizaje algorítmico, se requiere un volumen mínimo de entre 7 y 8 conversiones diarias por campaña (aproximadamente 50 conversiones por semana).
can't spend enough to drive seven to eight conversions a day per campaign and 50 conversions per week to get out of the learning phase and that's a whole
Escúchalo en el minuto 35:45
Estrategia de contenidosSi un contenido publicado no genera tracción o recibe una respuesta negativa, es preferible borrarlo antes que conservarlo por nostalgia; eliminarlo evita enviar señales negativas de recepción al algoritmo y no penaliza la cuenta.
something out it's either going to catch fire or they get rid of it and if you delete something that's totally fine it doesn't hurt you it doesn't count against you you're just saying hey don't consider this in the next something and people don't respond positively to it why does it need to be there yeah like you can get rid of it and screw it if it's back for your business get rid of it like you wouldn't
Escúchalo en el minuto 16:56
Medición y experimentosEn marketing de rendimiento directo, la regla básica de viabilidad económica exige generar al menos 1,50 $ de retorno bruto por cada 1,00 $ invertido en publicidad pagada (ROAS 1.5x) para justificar la continuidad de la inversión.
I'm a performance marketer if a dollar doesn't earn me a dollar and a half I don't want to do it but um I think that
Escúchalo en el minuto 14:37
El ROAS de plataforma es engañoso sin evaluar la incrementalidad y los costos reales
Medición y experimentosUn ROAS alto reportado en la plataforma de anuncios puede ser ficticio si la campaña se está adjudicando conversiones impulsadas por otros canales (como secuencias de email) o si no se consideran el costo de los productos vendidos y los márgenes netos del negocio.
understand like what the impacts of like why a 10x row as might be terrible is because like maybe your cost of goods you're not Accounting in you know any of these other facets and like maybe you're campaign but really that's just because it's driving the email thing and you're getting credit for everybody else's work but at a business objective that's not actually producing anything you're just creating waste so like if you can understand how Facebook can be incremental to the business and then
Escúchalo en el minuto 5:48
ConversiónCada clic y cada segundo adicional entre la interacción con el anuncio y el pago final reduce drásticamente la probabilidad de compra; si el proceso supera unos minutos o presenta demasiadas opciones, el usuario suele abandonar y buscar el producto en competidores directos o marketplaces rápidos como Amazon.
entry because I think the number one most important thing is when somebody clicks on your ad every second that it takes them or every click that it takes them to actually get to the purchase the less likely they are to buy from you these aren't Golden Rule but if I have to click on your site and then find the buy button and then click there and then make some options and then if it takes me like five minutes I'm already I'm already done I don't care like I'm interested this is cool I'm going to go on Amazon and buy it from your competitor you just spent money so that I can make your…
Escúchalo en el minuto 36:59
Apilamiento de públicos similares por capas de valor y respuesta creativa
Canales de adquisiciónPara mejorar la precisión de los lookalikes, se pueden combinar tres segmentos superpuestos: la lista total de compradores (CRM), el público similar basado en valor (los clientes de mayor gasto) y los compradores recientes que convirtieron con los anuncios ganadores del testeo creativo, permitiendo que Facebook ataque prioritariamente la intersección de los tres.
Brands is stacking those lookalikes to be build them on business objectives so my lookalikes will be previous buyers CRM list everybody that's ever bought the product I want to be able to convert them for as cheap as possible then using the value based lookalike audience that Facebook has these are the customers that are likely to spend the most amount of money now it's like a b diagram right so one of them is full of everybody that's G going to convert for cheapest the other one is everybody willing to spend the most amount of money and then I'll do one more look Alik on the buyers that have…
Escúchalo en el minuto 31:15
Crecimiento de comunidad mediante alta dedicación personal y sesiones semanales en vivo
Retención y relación con el clienteGestionar una comunidad gratuita respondiendo personalmente cada duda, filtrando miembros y publicaciones y ofreciendo clases semanales en vivo de una hora con tareas permite escalar a más de 12.000 miembros en un año sin necesidad de embudos agresivos de venta.
my group I do lives every Saturday at 10:00 a.m. I have a free group I do little over a year ago and I'm at 12,000 people I personally approve every single person I personally approve every single post I personally respond to every single question and every week I do an hourong class that's free and in those classes we address everybody's questions from the week and I give a lesson and some homework and there is an ebook there is a patreon if you want to help and it it absolutely does but it's not a front end to some like course or whatever because if you can't afford that you can do any of…
Escúchalo en el minuto 48:55
Liquidar o donar stock muerto en lugar de forzar inversión publicitaria para empatar
Oferta y precioCuando un producto no se vende y genera altos costes de almacenamiento fijos (por ejemplo, 10.000 $ al mes), donarlo o eliminarlo del inventario mejora el margen de inmediato con mayor eficacia que invertir presupuesto publicitario forzado únicamente para alcanzar el punto de equilibrio.
brand that got into the health and wellness space and they made gym equipment and they could not sell it and they had it on their shelf for five months it was costing them 10 grand a month to house this and I said you want to know the number one thing you can do for your bottom line is give that to a school and save yourself $10,000 a month how many much money do you want me to spend on ads for you to break even versus me giving you $10 Grand a month which by the way is far less than you're paying me so I'm G to pay for myself every month just by you giving something
Escúchalo en el minuto 17:37
Entrenar el algoritmo publicitario mediante señales claras de recompensa y castigo
Canales de adquisiciónLa mayor ganancia de eficiencia en publicidad pagada proviene de comunicar con precisión los objetivos comerciales al sistema de machine learning mediante refuerzos positivos y negativos de conversión, definiendo de forma explícita qué resultados representan valor y cuáles no.
is I understand machine learning is so what can I do to train it to understand what my objectives are telling it what your goal is so when it gives you a bad day or a good day it doesn't know any better because you haven't told it what's good and bad so what I'm really working on right now is how do I train an inanimate object to understand my business goals and that has become the number one thing that's the driver of efficiency again efficiency gains far better than anything else by just telling the machine learning what your goal is I had reinforcement negative reinforcement yeah so you…
Escúchalo en el minuto 18:12
Marca y posicionamientoTener un producto no equivale a tener un negocio sostenible; un negocio requiere una identidad de marca con conexión emocional. Enfocar el contenido en el significado y los valores (al estilo Apple o Nike) en lugar de vender constantemente especificaciones o pedir la compra directa hace más rentables tanto la publicidad pagada como el e-commerce.
is talking about the identity of the brand really big Brands mean something to somebody most people think that they have a product and that means they have a business you have a product that's not it needs to have an identity so that somebody has an emotional connection to your product and I think that that is a major thing that a lot of people Miss is the emotional connection you know Steve Jobs did with apple was say we have something fun that makes your life better that's going to solve problems isn't but what they're doing is they're emotionally solving your problem for you think that if…
Escúchalo en el minuto 12:11
Error de subinversión en retargeting antes de alcanzar la saturación de rentabilidad
ConversiónNo se debe limitar el presupuesto de retargeting bajo la suposición de que quien no compró al primer clic carece de interés; el fondo del embudo debe financiarse al máximo posible hasta el punto en que su rendimiento deje de ser superior al de prospección.
the big things I see people make mistake all the time is they're not nearly spending they're never spending enough money at the bottom of the funnel they're like well my retargeting is doing well and I'm like great are you spending in full are you at a point now where you cannot spend any more money in retargeting and is doing worse than prospecting no then you're not spending enough in retargeting everybody wants new customers but the number one fallacy is people say if once they if they if they click and they don't buy they don't like you it doesn't mean that at all the
Escúchalo en el minuto 34:45
Estrategia de contenidosPublicar un nuevo contenido inmediatamente después de finalizar una transmisión en directo permite que esa publicación reciba engagement instantáneo, ya que el algoritmo de la plataforma prioriza y distribuye con mayor velocidad el contenido asociado a cuentas con picos recientes de actividad.
isn't anything right if I do a live and I get a thousand follow and I get a thousand viewers and a couple hundred comments if I then post something immediately afterwards whatever I post afterwards is going to get hundreds of engagements immediately because Facebook is pushing that out right away and it's not only the net results of all the content you have but how quickly it gets adopted so when you go live the engagements happen really fast so if you
Escúchalo en el minuto 16:03
Entrenamiento del algoritmo publicitario mediante el corte de extremos ineficientes
Canales de adquisiciónEliminar de forma intradiaria las conversiones e impresiones caras baja el costo promedio por adquisición (CPA) de la cuenta; dado que el algoritmo de Facebook se basa en el rendimiento previo entregado, forzar un promedio histórico más bajo educa al sistema para buscar conversiones dentro de ese umbral más económico en los días siguientes.
do is limit the fringes so if you give guidelines if you give safety nets to can really start to train the system to what happens is remember Facebook is going to look at the performance has previously been given so if your net average performance is 75 bucks Facebook's going to probably deliver you 75 bucks tomorrow if you can get your net average to 65 to 60 to 50 it's going to probably deliver you 65 60 or 50 so basically saying the way that you slap it out of the hand is saying you're on your way to getting a $100 conversion I need you to be at a 75 once you pass a certain threshold I…
Escúchalo en el minuto 20:12
Canales de adquisiciónDelegar las ubicaciones, pujas y segmentación en el algoritmo de aprendizaje automático de Meta permite capturar alcance incremental eficiente, siempre que se complemente con pruebas creativas continuas y reglas automatizadas que protejan los márgenes de negocio.
show ads I'm a big believer in Auto placement auto bidding Auto targeting those things and allowing Facebook to control those Impressions on any platform to to for letting Facebook's ecosystem to do uh you know basically cerebral hacking to understand what's going to make somebody convert and what not I'm always down to let them do it because I know ultimately they're going to try to continue to have me spend money and if I'm using automated rules and creative testing to let them know my business objectives are they're not going to spend where it doesn't work for me but if I can get…
Escúchalo en el minuto 38:16
Optimización por CPA combinado en lugar del rendimiento aislado de audiencias
Medición y experimentosEl éxito de la prospección publicitaria no debe medirse evaluando cada segmento por separado, sino por el costo de adquisición combinado (blended CPA): la audiencia amplia aporta escala y CPMs bajos, mientras que los públicos similares absorben conversiones de menor costo que reducen el promedio neto.
see the biggest mistake is people say well our local likes are killing it today or our interest groups are doing this is that you're looking at it the wrong way because it's not is this loc like doing well it's this is what is the overall Blended customer acquisition cost for your entire platform when if your Facebook prospecting is working then it's yes maybe you're look like is more efficient than your broad but when you spend up in broad you can scale your account by 2x but because the lookalike is more efficient it's going to be spending less but it drags your net CPA down and so I think…
Escúchalo en el minuto 32:05
Investigación de mercado y clienteInteractuar directamente con preguntas básicas de principiantes en una comunidad abierta permite cuestionar supuestos establecidos y descubrir conceptos publicitarios innovadores aplicables a clientes de gran escala.
fantastic because the thing for me more than anything is that exchange with everybody that 16-year-old kid in Germany might have an idea where I don't have a good good reason why his dumb idea is a bad one and I have brought fundamental ground changing like landscape changing Concepts to advertisers that I've worked for because somebody had a dumb question I didn't have a good answer for so I get so much out of it that I'm more than willing to give it all away just so that more people can provide me value and
Escúchalo en el minuto 49:48
Retención y relación con el clienteEl éxito sostenible en comercio electrónico no se sostiene únicamente con arbitraje publicitario o dropshipping transaccional, sino mediante la excelencia operativa off-platform: atención al cliente directa, políticas de devolución sólidas e identidad de marca.
to democratizing that and what will ultimately win is the things that occur off platform that we talked about before is the customer service and the brand identity and you might be somebody that's really good at Drop Shipping stuff from AliExpress and you know we all know those individuals that are making a lot of money doing it but if you want to win long term it's building customer service like do you call your customers what is your return policy like all of these good business eics and good business business will always win outright over a bad business not in good ideas but well exec well…
Escúchalo en el minuto 43:27
Canales de adquisiciónEmpoderar el sistema algorítmico de la plataforma en lugar de intentar engañarlo mediante microgestión manual constante permite administrar presupuestos mensuales de seis cifras con menos de 90 minutos diarios de dedicación.
people is I don't try to cheat the system I try to empower the system to do all the work for me because I can manage six figure a month ad budgets on like less than 90 minutes a day a few days a week and I'm accomplishing way more than people that are spending eight hours a day eating their head into the wall
Escúchalo en el minuto 5:12
Evolución histórica de CPM y retorno publicitario en Facebook Ads
Canales de adquisiciónLos costos de pauta en Facebook Ads han evolucionado de CPMs históricos de 2 dólares a unos 20 dólares, comprimiendo los múltiplos de retorno publicitario habituales desde 10x hacia niveles cercanos a 2x.
remember when Facebook was $2 cpms now it's 20 right like you could print money on Facebook you could 10x every dollar that you spent now you're if you're getting two that's great
Escúchalo en el minuto 43:11
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