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How to Unlock the Power of Meta’s Generative Creative Tools with Cameron Campbell | PT EP 557
22 ideas de marketing sacadas de «How to Unlock the Power of Meta’s Generative Creative Tools with Cameron Campbell | PT EP 557», de Perpetual Traffic…
- 22 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 59 min
- Publicada en 2024
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Diseñar creatividades respetando las zonas seguras para evitar la supresión de alcance en Meta
Canales de adquisiciónSi los elementos clave de un anuncio (como texto o rostros) quedan fuera de las zonas seguras ('safe zones'), los recortes automáticos de Meta degradarán la experiencia visual, provocando que los algoritmos de la plataforma reduzcan la exposición y limiten el inventario disponible para la cuenta.
because that means you're basically showing crat that might be having horrendous crops in it you know if you've got text on the top maybe that's been cropped maybe someone's eyes are like cut in half so yeah if you're not thinking about the safety and danger zones and you're not getting pushed back happen as well is you'll just stop getting exposure on those placements I think meta is smart enough that if you're giving a bad visual experience they'll maybe take that off exactly every pixel on that creative what is in it so they know if they're cropping out a text or something or talking Cav…
Escúchalo en el minuto 10:27
Canales de adquisiciónEn lugar de subir versiones personalizadas manualmente para cada ubicación (Feed, Stories, Reels), es más efectivo diseñar un único creativo que respete las zonas seguras (safe zones). Subir archivos separados genera anuncios y Post IDs distintos, lo que fragmenta las interacciones y el aprendizaje del algoritmo de Meta entre ubicaciones y perjudica el rendimiento.
really know the cropping safe and danger creatives I've tested this and I find that anytime you're trying to add additional creatives manually to fit certain crops you get worse performance than essentially just create creating a creative with the correct boundaries on it that it can be cropped anywhere and different creatives meta has to create separate ads so those separate ads will have their separate learnings and they'll have separate engagement versus if you create one creative that can just be cropped for the different placements gets to retain all that information so when you have…
Escúchalo en el minuto 7:01
Canales de adquisiciónEn lugar de subir versiones personalizadas manualmente para cada ubicación (Feed, Stories, Reels), es más efectivo diseñar un único creativo que respete las zonas seguras (safe zones). Subir archivos separados genera anuncios y Post IDs distintos, lo que fragmenta las interacciones y el aprendizaje del algoritmo de Meta entre ubicaciones y perjudica el rendimiento.
really know the cropping safe and danger creatives I've tested this and I find that anytime you're trying to add additional creatives manually to fit certain crops you get worse performance than essentially just create creating a creative with the correct boundaries on it that it can be cropped anywhere and different creatives meta has to create separate ads so those separate ads will have their separate learnings and they'll have separate engagement versus if you create one creative that can just be cropped for the different placements gets to retain all that information so when you have…
Escúchalo en el minuto 7:01
Canales de adquisiciónEn lugar de subir versiones personalizadas manualmente para cada ubicación (Feed, Stories, Reels), es más efectivo diseñar un único creativo que respete las zonas seguras (safe zones). Subir archivos separados genera anuncios y Post IDs distintos, lo que fragmenta las interacciones y el aprendizaje del algoritmo de Meta entre ubicaciones y perjudica el rendimiento.
really know the cropping safe and danger creatives I've tested this and I find that anytime you're trying to add additional creatives manually to fit certain crops you get worse performance than essentially just create creating a creative with the correct boundaries on it that it can be cropped anywhere and different creatives meta has to create separate ads so those separate ads will have their separate learnings and they'll have separate engagement versus if you create one creative that can just be cropped for the different placements gets to retain all that information so when you have…
Escúchalo en el minuto 7:01
Canales de adquisiciónEn lugar de subir recortes manuales separados que dispersan el historial y rendimiento en múltiples Post IDs, se puede utilizar la función de expansión generativa (Advantage+ Creative) para que la IA complete los fondos y ajuste un formato cuadrado a ubicaciones verticales o específicas.
want to have the safe and danger zones so that your your um creative one creative can appear on all placements looking perfect because one is going to perform better than having multiple variations well meta themselves have created this tool where the AI is going to basically generate either the empty space um it already crops it but it will generate empty space so you can have a I basically never select this generally this creates lots of post down here the expand the expand image this is basically optimizing for your Instagram feed placement you've taken the square and you've optimized it…
Escúchalo en el minuto 40:34
Mensaje y copywritingAlimentar herramientas de IA (como ChatGPT) con reseñas reales de clientes para analizar su vocabulario permite redactar anuncios usando las palabras exactas y la forma de hablar de la audiencia, eliminando sesgos culturales y mejorando la resonancia del mensaje.
to be spoken to so one thing we'll do with chat GPT to try and do this as well is you'll take reviews from a brand and you can you can create a prompt to say hey analyze these reviews because the reviews are the actual language of your audience so if you're speaking their language in the copy because you've analyzed the reviews then it's really going to resonate more of them so like not but if I just use AI on the comments that's how people are speaking so it's going to take away that human mistake element and just get things right because it's people's actual words dude
Escúchalo en el minuto 32:20
Riesgo de devoluciones por distorsión del producto al usar IA generativa en anuncios
Canales de adquisiciónAl utilizar herramientas de IA para expandir o generar creatividades de anuncios, es crítico auditar que la imagen final no altere detalles físicos del producto. Modificaciones involuntarias generadas por la IA crean falsas expectativas en el cliente que derivan en un aumento de devoluciones, contracargos y valoraciones negativas, de las cuales las plataformas publicitarias no asumen responsabilidad.
especially if you're selling products you'd have to be so careful to make sure that the AI generated image is representative of the actual product clasp and now somebody goes to you know they think they're getting uh a clasp and they actually get a velcro that's the type of thing that seems small but you know now all of the sudden your charge backs and returns has an uptick actually have a disclaimer on the ad saying yeah meta are not liable for essentially that if your product if it shows your product in a way that it's not yeah the actual product then they're twisty pens and I return the…
Escúchalo en el minuto 46:17
Canales de adquisiciónUtilizar un único identificador de publicación (Post ID) para servir los anuncios en lugar de duplicar creativos independientes permite concentrar y acumular toda la prueba social (interacciones, comentarios y 'me gusta') en una sola pieza, facilitando además la gestión operativa.
like nine different renderings of the same freaking image you just have one to rule them all which is and it Aggregates all the social proof right makes managing like if you got a social media manager makes it a hell of a lot easier for them to manage one thing one post ID versus six or seven
Escúchalo en el minuto 10:00
Canales de adquisiciónCuando una plataforma de anuncios cerrada (como Meta o Google) incorpora herramientas nativas de IA o generación creativa, conviene adoptar las herramientas internas en lugar de aplicaciones de terceros; las plataformas integran a mayor profundidad y suelen favorecer el rendimiento de sus propias funciones nativas frente a creatividades o procesos externos.
careful about using outside AI utilities within closed ecosystems if an AI utility is available inside of that ecosystem right like that should be your Paradigm if the ecosystem has the tool even if the outside tool is good or good enough start using the internal tool because it integrates along other levels that the exterior tool can never will never integrate with so the rule engine is if AI becomes available within the ecosystem use that AI even if you have processes built on external AI which producing 100% yeah we've seen throughout history that if meta introduce a new feature it just…
Escúchalo en el minuto 17:03
Mensaje y copywritingLas herramientas de IA generativa integradas dentro de Meta Ads Manager ofrecen variaciones de copy más contextualizadas y naturales que LLMs externos (como ChatGPT), debido a que están preentrenadas con el historial de conversiones de la cuenta, la interacción de la audiencia y los patrones que funcionan dentro de la propia plataforma.
knowing the way that meta works you have to imagine that it's not just producing copy based off of the inputs it's producing copy based off of what it knows about your brand what it knows about your audience what it knows about what's converted in the past and as you run more ads it gets better and better and it's like learning without all the knowledge that's already embedded within the Facebook ads The Meta ads platform it's that it's already trained you've already loaded it up with all this stuff and so you're basically getting a been trained on you it's also trained by meta on what works…
Escúchalo en el minuto 27:02
Canales de adquisiciónAprovechar las herramientas nativas de IA de Meta para generar fondos contextuales mediante prompts en los anuncios de catálogo dinámico (DPA) permite reemplazar las tradicionales fotos con fondo blanco plano, aumentando la diferenciación visual en el feed y mejorando la tasa de compra sin depender de software de diseño externo.
documentation is adding backgrounds to your product feed creatives so if you've got a catalog and you're feeding that in to create DPA ads which are dynamically were now you can come in if you have it and give it prompts to ask what background you'd like to change it to help you really stand out and differentiate yourselves without a third party tool in the future by hey let's make our product feeds more interesting and also Al more members of the audience purchasing from them because they're important because it's usually it's just plain white like how can you stand out in the newsfeed…
Escúchalo en el minuto 55:35
El creativo se convierte en la única palanca de optimización ante la automatización del targeting
Canales de adquisiciónA medida que plataformas como Meta consolidan modelos de campañas totalmente automatizadas (como Advantage+), donde los anunciantes ya no controlan la segmentación manual de audiencias, la pieza creativa pasa a ser el único factor determinante sobre el cual el anunciante puede influir para dirigir el rendimiento publicitario.
creative heavy platform and they making the Advantage Plus sweet you know trying to push you to Advantage Plus shopping campaigns where you're not doing the targeting and things all that's left is the creative so they you can bet they're
Escúchalo en el minuto 49:57
El copy generado por IA requiere dirección estratégica y psicología humana para funcionar en entornos competitivos
Mensaje y copywritingEl texto generado directamente por IA (como ChatGPT) suele ser deficiente si no se le guía con precisión. En campañas con alto presupuesto y alta competencia, la automatización pura no rinde resultados; es indispensable aportar criterio humano, psicología de marketing y dirección estratégica manual.
anyone that makes copy in chat gbt knows it's rubbish unless you give it what you want you have to have that human element currently that's what a lot of people are missing they have all these platforms but in my experience when you're spending a lot of money and it's very competitive it never performs you have to have a lot of manual human input and strategy marketing psychology behind
Escúchalo en el minuto 0:00
El agotamiento de un avatar en anuncios eleva el CPA y exige adaptar mensaje y visuales a un nuevo segmento
Canales de adquisiciónCuando una campaña publicitaria agota a un avatar específico, el costo por adquisición (CPA) sube por saturación; para recuperar la eficiencia y escalar, es indispensable dirigirse a un nuevo segmento adaptando por completo el lenguaje del copy y los elementos visuales del anuncio a ese nuevo perfil.
it still knows the the end result but if you've got different audience segments so we like to talk to avatars okay you might hone in on one specific Avatar but if you've exhausted that Avatar even though your copy your objective of getting sales if it's e-commerce is always going to speak to that that audience your CPA is going to rise because you're just naturally exhausting them they're going to be less efficient if you then want to talk toone complely different yeah if you want to talk to some completely different you have to speak a different way in fact you have to even show the a…
Escúchalo en el minuto 31:24
Uso del generador de texto de Meta como motor de ideación entre campañas
Mensaje y copywritingIntroduce el copy con mejor rendimiento histórico en el generador nativo de Meta a nivel de anuncio para extraer variaciones estilísticas y de emojis adaptadas a la marca, y utilízalas como base para estructurar nuevas campañas o pruebas en otros conjuntos de anuncios.
this is your best performing copy and literally as soon as you put it in it immediately generated what three five variations each time but you can you're actually using this as a tool where you can say all right I've got this great performing ad copy in another campaign I'm using this and then I'm G to pull this out and then create like maybe my own campaigns my own adets everything you're using the tool not necessarily to be used in that actual adet but it could be used in other ones based upon what you already know about which copy works best and which
Escúchalo en el minuto 25:07
Supervisión manual de la IA de Meta en marcas sensibles a la estética y percepción
Marca y posicionamientoLas funciones automáticas de IA en Meta (generación visual, textos y música) optimizan para rendimiento algorítmico bruto, pero pueden introducir anomalías visuales o elementos que comprometan la percepción y estándares visuales de marcas prémium o de lujo.
again you want to be checking these things because it might not look good it might look ous and uh as we know you know sometimes if you ever use mid Journey you can just get bad bad AI um generation so you might want to come and check that that's off if it is the placements there's a branding play because they're adding music they're adding different headlines so again comes back to that human element like meta sure they might be doing stuff for Pure Performance but if you're a prestigious brand brand quite often brand aesthetic is more important to you than performance we've had clients in…
Escúchalo en el minuto 43:46
Aportar contexto demográfico humano para guiar la generación de copy con IA
Mensaje y copywritingLas herramientas de IA generativa para anuncios no deducen por sí solas las motivaciones específicas de cada segmento (por ejemplo, si un público mayor prioriza la seguridad TSA o la fabricación nacional). La intervención humana estratégica es imprescindible para proporcionar ese contexto y dirigir a la IA hacia los ángulos de mensaje adecuados para cada avatar.
thing goad yeah that's the thing it doesn't know so it it doesn't know that the older demographic care about TSA at the at the moment so that's where you need that human element to go hey we know that you know the older generation they like the fact that it's made in Texas the younger generation just want the lower price or whatever okay right
Escúchalo en el minuto 38:06
La homogeneización creativa por IA traslada la diferenciación a los fundamentos del negocio
Marca y posicionamientoA medida que los algoritmos de las plataformas publicitarias optimizan y generan creatividades similares para todos los competidores de una misma categoría, la ventaja competitiva deja de depender de los trucos publicitarios y pasa a los fundamentos del negocio: calidad del producto, oferta comercial, logística, soporte al cliente y experiencia integral de compra.
is I feel like we're going to have a zero sum Event Horizon where everybody who sells you know this Widget the the clicky pens or blue light blocking glass ends up with more or less the same type of creative because the AI figures out this is what sells blue light blocking glasses so all 10 companies selling blue light blue blockers are are basically using the same creative and I imagine comes down to that it's not people need to stop thinking about you know just your marketing team and the platform have to do everything you have these days even more than more than ever you have to run a good…
Escúchalo en el minuto 51:15
Usar copy validado como semilla para la IA generativa de anuncios
Canales de adquisiciónAl utilizar las herramientas de texto generativo de Meta Ads, es preferible introducir como texto semilla un copy que ya haya demostrado buen rendimiento en lugar de crear variantes desde cero. Esto permite que el algoritmo genere nuevas opciones basadas en datos probados, las cuales pueden extraerse y probarse sistemáticamente en nuevos creativos.
it and what this is going to do is essentially use the copy you provide in your ad as seed copy and then the AI is going to give you generations of that like what I like to do is when I have something that is working I will move it proven copy and at that point it's going to give you suggestions so I'll will take those suggestions put them into a sheet and then use them in new creatives to see if they do anything essentially because it's coming from a proven copy already been proven it's obviously a very good thing to be using as your SE copy because it has data behind it okay
Escúchalo en el minuto 21:14
Porcentaje de contrataciones originadas directamente desde el podcast de la empresa
Estrategia y decisiones de negocioEntre el 70% y el 80% del personal de la agencia Tier 11 proviene de personas que escuchaban su podcast, demostrando su efectividad como herramienta de atracción de talento especializado.
if I look at our our staff at tier 11 I would say probably 70 80% easy comes from the show so if you're looking for a great recruitment tool definitely start
Escúchalo en el minuto 5:38
Transición del comprador de medios técnico a estratega de marketing ante la automatización
Canales de adquisiciónConforme los algoritmos de las plataformas y la IA asumen tareas operativas y ajustes técnicos dentro del administrador de anuncios, el perfil de operador mecánico ('button pusher') queda obsoleto; los equipos deben migrar hacia un pensamiento estratégico del negocio, mensaje y cliente.
that's the way that all media buy is going to have to go and so if you've got button pushers you know if you are the button Pusher your days are numbered you need to you need to transition out of that and if you the business owner the CMO uh go find yourself some people like Cameron people that can think strategically in those ways this is
Escúchalo en el minuto 35:09
Captar audiencias no convencionales mediante ángulos de regalo para la pareja
Mensaje y copywritingEn productos fuertemente sesgados hacia un avatar específico (por ejemplo, productos típicamente masculinos), es posible expandir el mercado dirigiéndose al perfil opuesto mediante ángulos publicitarios centrados en el regalo ideal para su pareja o cónyuge.
right makes sense so you just plugged in some female copy even though like 1% of you know the audience is actually is female here and it's get your husband the perfect gift give your husband the gift of Versatility with virtually indestructible cases you know like it hey you never know maybe you might find an untapped audience out there in the female Market yeah because I think for women it would need to be more there need to be like more in it like make him the happiest make your happiest day ever for your husband you know these kind of things a thing your husband will love um
Escúchalo en el minuto 38:24
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