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🐉 How To Train Your Facebook: Charley Tichenor the Algo Whisperer
26 ideas de marketing sacadas de «🐉 How To Train Your Facebook: Charley Tichenor the Algo Whisperer», de DTC Podcast. Sobre todo de medición y…
- 26 ideas despiezadas
- Fuente DTC Podcast
- Dura 51 min
- Publicada en 2020
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La Facebook feed es un navegador de páginas web: cada post compite como un resultado de búsqueda
Marca y posicionamientoCharley Tichenor (ex top Facebook Disruptor, manejando $1-2M/mes en spend) define el feed de Facebook como un sistema de navegación entre páginas web — cada post es una página individual, igual que un resultado de Google. La implicación operativa: la plataforma subasta la atención del usuario mostrando el contenido que maximice su tiempo en pantalla. Facebook no está intentando vender tu producto — está intentando…
i think well first off we can define what the facebook feed really is and i think there's a massive misconception every single facebook post is actually a web page your facebook feed is just navigating through web pages like search results in google so when you are seeing a facebook feed it's them trying to deliver you the most interesting content and because 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 cut the average user on of their phone will scroll through the height of the eiffel…
Escúchalo en el minuto 7:55
La regla 'limiter': si el ad no puede lograr tu CPA hoy, mátalo antes de que gaste el resto del budget
Medición y experimentosCharley usa un automated rule de Facebook llamado 'limiter' (por su background de audio engineer) que mata cualquier ad que matemáticamente no puede alcanzar tu CPA target en el día. Ejemplo: si tu daily budget es $100, ya gastaste $50, y tu CPA goal es $20, necesitas 5 conversions a $10 o mejor en los próximos $50 para terminar el día en target. Si el ad lleva 2 conversions a $35, la probabilidad de cerrar a $20 es…
two major rules that i run two types of rules and then um something to kind of clean it up but the two types of rules i do one is called a limiter it's basically saying because i'm an old audio engineer um 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 to day and if so if it turns out if if you're not able to deliver me my goal no matter what say for instance you're going to spend 100 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…
Escúchalo en el minuto 22:07
Medición y experimentosCharley explica que el bid de Facebook en la subasta = budget × estimated action rate (EAR). El EAR no es tu desired conversion (purchase, lead, subscription) — es 'is this person taking ANY action, whether positive or negative'. Después del click Facebook hace un análisis cualitativo: tiempo en la landing, sentiment del comment, si el usuario regresa a Facebook o no. La penalización es brutal: si el usuario hace…
all this and when you understand that really the machine the facebook auction that occurs when it's placing ads inside of the feed and they used to call the edgering system and they have some other name for it now but really what they're doing is they're trying to show somebody the content they feel that person will be most likely to take an action on when facebook does the 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 action rate isn't a desiredness it isn't the conversion it's not a…
Escúchalo en el minuto 8:43
Estructura 3-campaign / 1-ad-set broad: cada ad construye su propio lookalike de converters
Canales de adquisiciónCharley maneja $50K/día con solo 3 campañas (no 60-100 ad sets como es típico en la industria). El setup: pocos campaigns, un ad set broad con múltiples ads, y dejar que cada ad construya su propio lookalike de su data de converters. La razón: 'every ad itself is effectively making a look-alike audience based off of people that have converted with it'. Cada ad es un 'small business' con su audiencia propia. Con 3…
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 the success that it's had so every ad is effectively making a look-alike audience based off of people that have converted with it so every ad itself is making a lookalike audience where each piece of content is finding people that respond positively to it like we're talking about people want to see the things that are good for them so you might have three or four different sales pitches right and one sales pitch you know once there's people interested in moms really like…
Escúchalo en el minuto 25:08
10X ROAS puede ser un espejismo: si no considera COGS y atribución last-click, no estás mirando P&L real
Medición y experimentosCharley advierte: 'a 10X ROAS might be terrible because maybe your cost of goods you're not accounting in. Any of these other facets. Maybe you're doing phenomenal we go on a video view campaign but really that's just because it's driving the email thing and you're getting credit for everybody else's work'. La trampa: el ROAS reportado por la plataforma es el ROAS del último click, no del journey completo. Un video…
i 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 doing phenomenal we go on a video view campaign but really that's just because it's driving the email thing and you're getting credit for everybody else's work but in 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 hyperbolically blow that thing up to as big as it can be…
Escúchalo en el minuto 5:48
Diseña ads que generen CONVERSACIONES en comments: cada thread es social proof que baja tu CPM
Mensaje y copywritingCharley revela que Facebook premia los ads cuya sección de comments se vuelve un lugar de conversación entre usuarios. La razón: Facebook es un negocio de atención + conexión social. Un ad que genera 50 comments donde la gente se responde entre sí, comparte experiencias, debate, etc., es 'mejor' para Facebook que un ad con cero engagement, porque el usuario se queda más tiempo en la app interactuando. La recompensa…
and not just see it but actually engage with it like if you're delivering content that people ask out of when they say hi the ad or they're leaving negative content or if they're leaving negative comments people monitor social proofing and they think of it inside of their comment section as well i only want good reviews it's like an amazon review section that i can monitor which is part of the story absolutely true the 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…
Escúchalo en el minuto 10:05
El script del creative depende del ángulo: tienes 3 ads por ad set, no 3 versiones del mismo ad
Estrategia de contenidosCharley describe la metodología: dentro de un ad set, cada ad debe tener un ángulo de venta distinto (no la misma idea con 3 thumbnails). El ejemplo: 3 ads donde uno apela a 'moms really like this', otro a 'people really into deducts and things lists', otro a 'people really into clowns'. Cada ad construye su propia audiencia lookalike de los converters que le responden. Si solo tienes 1-2 ads por ad set, el…
so you might have three or four different sales pitches right and one sales pitch you know once there's people interested in moms really like this and really in deducts and things list and people really into clowns they like this but you have three ads inside of an ad set it means you can incrementally reach three different groups of people maybe have one or two for each one so you can see what does good today and what is bad today because an ad game busters for the last two weeks might just have a day that's fine um if you have multiple options you can day trade between them so ultimately…
Escúchalo en el minuto 25:28
Cada segundo y cada click extra hasta la compra reduce la conversión
ConversiónCharley Tichenor establece que cada segundo adicional y cada click adicional entre que alguien hace clic en el anuncio y llega a la compra reduce la probabilidad de que compre. Si un usuario hace clic en el sitio, tiene que encontrar el botón de compra, hacer click, elegir opciones, y si todo eso le toma cinco minutos, se va a Amazon y le compra a tu competidor — tu anuncio solo sirvió para enriquecerlo. El objetivo…
entries 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 there are now there are again some exceptions i've seen people do these artificial like valley building things that totally work for them you know these aren't golden wool 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…
Escúchalo en el minuto 36:59
Medición y experimentosLas reglas automatizadas nativas de Facebook son la herramienta más ignorada y pueden manejar toda la operación con solo dos tipos: el limitador, que pausa un anuncio cuando ya no puede alcanzar tu CPA meta (ej: gastó 50 USD sin lograr la meta, y en los 50 restantes es estadísticamente imposible llegar), y la escala móvil, que ajusta dinámicamente el umbral según la trayectoria del gasto. Se ejecutan durante el día…
and you're 50 in and my cost the likelihood of that happening is things that you're willing to give that got 10 ads and your net remember facebook dollar conversion i need you to be at a
Escúchalo en el minuto 22:35
Consolida presupuesto en 3-5 campañas con alto gasto por anuncio
Canales de adquisiciónCada anuncio genera su propio lookalike audience basándose en las personas que convirtieron con ese creativo específico. Si fragmentas tu presupuesto en 60-100 audiencias con 50 USD/día cada una, ninguno reúne suficientes conversiones para construir un lookalike inteligente. Si en cambio pones todo en 3-5 lugares con montos altos, cada anuncio acumula 10-20+ conversiones diarias, el lookalike se vuelve más preciso…
happen at the ad so every ad is effectively making a places you're letting each one of those lookalike audience that each ad is net higher cpas on any given day and you goal is 30 bucks right if you're
Escúchalo en el minuto 25:08
Day-trade tus ads: re-activa nightly, deja que la data de un día limpie los perdedores antes del siguiente
Medición y experimentosCharley describe un ciclo de day-trading de ads: usa el limiter para pausar ads que no van a cerrar el día, reactívalos a la noche cuando empieza un nuevo día, deja que la data del día anterior limpie la distribución del presupuesto. La razón: un ad que fue game-buster por 2 semanas puede tener un día malo — pero si lo matas para siempre, pierdes un activo que puede volver a funcionar. Mejor: pausa por un día, deja…
you know say the hundred dollar and twenty dollar example maybe you got two by the time went to seventy bucks well that's great but you're still there's no way in the next 30 you're going to be efficient enough to get down to my goal so i can have two or three of those to turn ads off throughout the middle of the day and then i'll reactivate everything at night and i will only use it i will use it on every ad that i'm running and across every campaign um because i only have a couple campaigns um i mean i've managed 50 000 days across like three campaigns i i you don't need more than that um…
Escúchalo en el minuto 22:59
3 productos + buen CX > 20 productos: el valor de enfocarse vs. dispersar esfuerzos de growth
Estrategia y decisiones de negocioCharley observó dos modelos opuestos durante su carrera: marcas que escalan lanzando 20+ productos y marcas que escalan con 3 productos + excelente customer service. La conclusión del insider: 'I've seen people succeed by having three and just having good customer service'. La razón: cada producto extra diluye el focus operacional (inventario, creative variants, segmentación, soporte), y muchos launches son vanity —…
scale their business by launching 20 different products and i've seen people succeed by having three and just having good customer service i 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 doing phenomenal we go on a video view campaign but really that's just because it's driving the email thing and you're getting credit for everybody else's work but in a business objective that's not actually producing anything you're just creating waste so…
Escúchalo en el minuto 5:41
Medición y experimentosFacebook calcula tu costo no por cuántas compras o leads generaste, sino por la tasa de acción estimada de cada persona接触ada: cualquier acción positiva o negativa. Si los usuarios hacen clic y vuelven a Facebook el resto del día, tu anuncio sale del feed. Esto significa que la optimización real empieza con hacer que la gente interactúe, no solo con llevar tráfico al objetivo final.
auction it's your that estimated action rate isn't a it's is this person taking any action going to do a qualitative analysis on and then they'll come back to facebook
Escúchalo en el minuto 9:01
El incremental value debe ser el filtro último: si Facebook no agrega valor al business, no lo escales
Estrategia y decisiones de negocioCharley establece el principio de 'incremental contribution to the business' como el único filtro que importa. Su proceso: 'if you can understand how facebook can be incremental to the business and then hyperbolically blow that thing up to as big as it can be then you're providing the most value'. Y 'if you're providing the most value you're going to get more and more ad dollars. When you get more ad dollars you can…
creating waste so like if you can understand how facebook can be incremental to the business and then hyperbolically blow that thing up to as big as it can be then you're providing the most value and if you're providing the most value you're going to get more and more ad dollars when you get more ad dollars you can make more and more mistakes which means you're going to get better and better and better learn from them yeah absolutely and and i think part of the reason that i was able to do that and and one of the reasons why i think that i i got this great leap frog forward was being the guy…
Escúchalo en el minuto 6:09
Tu trabajo como advertiser no es ser bueno en una plataforma: es robar budget de los otros canales demostrando más valor
Estrategia y decisiones de negocioCharley fue designado Facebook Disruptor ($1-2M/mes en spend) porque su rol explícito en la agencia era 'steal 50% of the budget from everybody else' — Pinterest, Snapchat, Google, email, site dev. Su método: mostrar valor en manera 'more honest, direct, efficient' que los otros canales. La lección: si solo gestionas Facebook, no entiendes la contribución relativa al bottom line. Los advertisers que cruzan…
creating waste so like if you can understand how facebook can be incremental to the business and then hyperbolically blow that thing up to as big as it can be then you're providing the most value and if you're providing the most value you're going to get more and more ad dollars when you get more ad dollars you can make more and more mistakes which means you're going to get better and better and better learn from them yeah absolutely and and i think part of the reason that i was able to do that and and one of the reasons why i think that i i got this great leap frog forward was being the guy…
Escúchalo en el minuto 6:09
Comunidad gratuita con engagement personal como estrategia de crecimiento
Mensaje y copywritingCharley Tichenor construyó una comunidad gratuita de Facebook Ads que creció a 12,000 personas en poco más de un año sin usar ningún curso de pago como lead magnet. Aprueba personalmente cada miembro, responde cada post, y da una clase gratuita semanal de una hora. La clave estratégica es que necesita ese intercambio con la comunidad para recibir preguntas 'tontas' que le revelen problemas fundamentales de marcas…
ultimately the goal i i love it leave it if p your group find out more we already found out about your band if do you take pop bombs to your group and you want to plug uh sure let me let me find the uh the the thing here really quick and by the way for my group i do lives every saturday at 10 a.m i have a free group i do ebooks um and here's the group by the way um facebook ads bots sexy tips ecom shopify you got a lot of keywords yeah there's some there's some there's some seo you know you know there's some seo but i started this a little over a year ago and i'm with 12 000 people i…
Escúchalo en el minuto 48:37
Mensaje y copywritingLas marcas fuertes no compiten con características: resuelven problemas emocionales del cliente (Apple no vendía procesadores, Nike no vendía rendimiento deportivo). Cuando el contenido transmite la identidad y los valores de la marca y genera conversación genuina en lugar de solo ventas, Facebook reduce los CPM porque premia el contenido que mantiene a los usuarios conectados. Un grupo comunitario de 250.000…
the other half is facebook looks to there's a lot of different ways of doing selling when a brand identity of the brand your product that i was winning with had a facebook any content attached to that
Escúchalo en el minuto 10:29
Nunca gastar suficiente en retargeting es la falacia más común
Canales de adquisiciónCharley advierte que la mayoría de los anunciantes nunca gastan lo suficiente en retargeting. La mentalidad de 'mis anuncios de retargeting van bien' no es la pregunta correcta. La pregunta es: ¿Estás gastando al máximo en retargeting antes de que su rendimiento empeore respecto al prospecting? Si tu retargeting puede seguir escalando y sigue superando al prospecting, es que no estás gastando lo suficiente. Cada…
um what if and and that's one of 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's doing well 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 it's 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…
Escúchalo en el minuto 34:42
Canales de adquisiciónCharley Tichenor recomienda mantener una única campaña por cada objetivo de negocio en Facebook Ads. Cuantas más campañas se creen, más se fragmenta el spend y menos datos tiene el algoritmo para optimizar. La estructura óptima probado por Facebook es una campaña con audiencia broad (la más amplia posible para alcanzar el mayor número de personas al menor CPM) y audiencias locales (custom audiences: compradores del…
but now 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 campaign one campaign per business objective if my business objective is the prospect for this product i'm not going to have 10 campaigns competing with each other with overlap and all this other…
Escúchalo en el minuto 30:09
Canales de adquisiciónCharley Tichenor recomienda mantener una única campaña por cada objetivo de negocio en Facebook Ads. Cuantas más campañas se creen, más se fragmenta el spend y menos datos tiene el algoritmo para optimizar. La estructura óptima probado por Facebook es una campaña con audiencia broad (la más amplia posible para alcanzar el mayor número de personas al menor CPM) y audiencias locales (custom audiences: compradores del…
but now 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 campaign one campaign per business objective if my business objective is the prospect for this product i'm not going to have 10 campaigns competing with each other with overlap and all this other…
Escúchalo en el minuto 30:09
El CPA mezclado (blended) de toda la plataforma es la métrica correcta
Medición y experimentosEl error más común que ve Charley Tichenor es evaluar cada audiencia o cada tipo de campaña por separado. La métrica que importa es el CPA mezclado (blended customer acquisition cost) de toda la plataforma. Puede que un lookalike sea más eficiente que broad, pero al gastar más en broad puedes escalar la cuenta al doble, y como el lookalike gasta menos por su mayor eficiencia, arrastra el CPA neto hacia abajo en…
the overlap first and what you really want i see the biggest mistake is people say well our local lights 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 does this look like doing well as this is what is the overall blended customer acquisition cost for your entire platform when you're managing platform part of funnel by platform by partner funnel by platform so if your facebook prospecting is working then it's yes maybe your lookalike is more efficient than your broad but when you spend up in broad you can scale your…
Escúchalo en el minuto 32:02
Negocios bien ejecutados siempre superan a buenas ideas mal ejecutadas
Mensaje y copywritingCharley Tichenor sostiene que en e-commerce y publicidad digital, un negocio bien ejecutado siempre va a ganar frente a una mala ejecución de una buena idea. La excelencia operacional — servicio al cliente, política de devoluciones, marca, construcción de comunidad — es lo que determina el ganador a largo plazo, no la calidad del producto o la creatividad del anuncio. Menciona a drop shippers de Aliexpress ganando…
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 efforts and good business will always win outright over a bad business not in good ideas but well executed well executed business plans and i think that what we're seeing is you know 20 years ago for you to start a business where you would be shipping products directly to people's homes anywhere in the world was an idea that was an inconceivable business plan unless you had billions now i've got some students inside of my facebook group…
Escúchalo en el minuto 43:44
Testear creatividades contra audiencia broad, no contra audiencias segmentadas
Canales de adquisiciónCharley recomienda hacer el testing de creatividades contra una audiencia broad desde el día uno. Si los únicos anuncios que usas en tu campaña principal son los que ganan el test contra audiencia broad, estás instituyendo desde el inicio un sistema que funciona para todos, es estable, y te permite escalar porque puedes gastar todo tu presupuesto en un solo lugar. Esto te deja dedicar el tiempo a mejoras semanales y…
sit here and tell people this is the only way to do it everything else is dumb but the more audiences you use the more diversified your spend is the less intelligent you're letting facebook be the more mistakes you're going to have by a sheer just lack of training which means it's gonna be longer and longer for you to get stable results and if you don't have stable results you can't use optimization techniques to become more efficient and it's always more efficient to get temper it's always easier to get 10 more efficient than it is to maintain the efficiency and spend 10 more yeah and if…
Escúchalo en el minuto 32:54
Usar auto placement, auto bidding y auto targeting en Facebook
Canales de adquisiciónCharley es un defensor del auto placement, auto bidding y auto targeting en Facebook Ads. Cree que cualquier cosa que mejore el ecosistema de machine learning de Facebook — incluyendo las integraciones con Shopify, BigCommerce y Mondo Commerce, la expansión de placements a Audience Network e Instagram — hará que la plataforma sea más inteligente. Siempre está dispuesto a dejar que Facebook controle las impresiones…
think the other two things that i'm really excited about um is also the data integration because the thing that makes facebook really smart is the machine learning so anything that can improve that machine learning ecosystem and then also the placement options like anywhere else that they can show ads i'm a big believer in auto placement auto bidding auto targeting like manual i guess it's not lowest cost bidding i think it's still auto placement but like you know um all of those things and allowing facebook to control those impressions on any platform to come to for letting facebook's…
Escúchalo en el minuto 38:01
Investigación de mercado y clienteCharley identifica que las teenage girls de 14 a 20 años son el demographic que más dinero gasta en e-commerce a nivel global, más que cualquier otro grupo etario, cultural o de género en el planeta. Esto es importante para la planificación de audiencias y targeting: si tu producto tiene alguna conexión con este demographic — directamente o como regalo — representa la mayor oportunidad de volumen de negocio en el…
absolute terms the more teenage girls there are in the world the more money people will have to spend on them that's the number one market to sell anything in the world is girls 14 to 20. more people spend money on girls 14 to 20 than any other demographic on the face of the planet across every single culture that's the number one driver of e-commerce dollars period the more of them that there are the more money is going to be spent on getting stuff for people and by if you can provide a better conduit for that happening then you're going to make more money and
Escúchalo en el minuto 39:19
Publicidad digital como democratización de acceso a aspiración y soluciones
Investigación de mercado y clienteCharley redefine el trabajo de un publicista digital no como manipulación sino como encontrar a personas que necesitan una solución específica y conectarlas de la manera más eficiente posible con esa solución. E-commerce y Facebook Ads democratizan el acceso a productos y aspiración para personas que no tendrían una tienda cerca o no sabrían que algo existe. Si puedes dormir tranquilo pensando que estás haciendo…
ultimately if you're a really good facebook advertiser or any digi ecom advertiser what you're doing is you are figuring out a way to provide value to somebody and do the work for them where i do the best on facebook for instance is when i'm finding somebody in need of a specific solution and i'm fine i'm finding the most efficient way of providing somebody in need of a solution with the with with the solution to their problem if you have a problem my job is to find you and solve it with something that makes your life better i'm selling aspiration 99 of the time so you want your life to be…
Escúchalo en el minuto 46:24
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