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I Mastered Facebook Ads in 6 Months and So Can You!
23 ideas de marketing sacadas de «I Mastered Facebook Ads in 6 Months and So Can You!», de Professor Charley T. Sobre todo de canales de adquisición…
- 23 ideas despiezadas
- Fuente Professor Charley T
- Dura 50 min
- Publicada en 2024
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Medición y experimentosPausar creatividades que aparentan un CPA deficiente en la atribución directa de la plataforma suele empeorar el negocio general, ya que dichos anuncios frecuentemente alimentan la parte alta del embudo y asisten ventas sin recibir el crédito final de atribución.
forever but the CPA of a single adet I don't care I don't care if that CPA is like 100 times less than everyone else if the business overall if in the scrum document our overall revenue and our overall efficiency isn't better that's but my bank account has gone up exactly sometimes the worst ads I can't say how many times in the last year I saw people that show me like all I did is just turn off all the bad ads and then the business gets worse and it's just like those bad ads are the thing fueling the funnel they're just not getting the attribution whatever nonsense M maybe getting the credit…
Escúchalo en el minuto 38:07
Medición y experimentosPausar creatividades que aparentan un CPA deficiente en la atribución directa de la plataforma suele empeorar el negocio general, ya que dichos anuncios frecuentemente alimentan la parte alta del embudo y asisten ventas sin recibir el crédito final de atribución.
forever but the CPA of a single adet I don't care I don't care if that CPA is like 100 times less than everyone else if the business overall if in the scrum document our overall revenue and our overall efficiency isn't better that's but my bank account has gone up exactly sometimes the worst ads I can't say how many times in the last year I saw people that show me like all I did is just turn off all the bad ads and then the business gets worse and it's just like those bad ads are the thing fueling the funnel they're just not getting the attribution whatever nonsense M maybe getting the credit…
Escúchalo en el minuto 38:07
Canales de adquisiciónDividir presupuestos limitados en decenas de audiencias y combinaciones de anuncios crea una falsa sensación de control que diluye el presupuesto y perjudica el aprendizaje de los algoritmos de puja por CPM en plataformas publicitarias.
had to Launch 100 ads in 37 different because like it it's what did we get out of that the ROI is not there for the straight up wrong ideas about how a CPM them an advantage but the truth is a lot of these lovers again go back to false the brands we work with surprise have a finite budget they have finite resources articulately why running a bunch of audience tests a is going to get us nowhere and B is going to damage the things that aren working we both lose
Escúchalo en el minuto 10:28
Evitar el micro-manejo diario ('day trading') en plataformas publicitarias optimizadas por CPM
Canales de adquisiciónMonitorear y ajustar continuamente las cuentas de anuncios a nivel intradiario genera una falsa ilusión de control y produce análisis poco accionables. El verdadero crecimiento se logra liberando ancho de banda operativo para trabajar en los fundamentos macro del negocio: oferta, psicología del consumidor, conceptos creativos, CRO y retención.
right I used to day trade Facebook foolishly like many people the RO is not there for the business but the challenge is there's so many misconceptions and outdated or just straight up wrong ideas about how a CPM optimized platform works breathing room and not getting caught up in Endless clicking and scrolling and when I am really brutally honest with myself I was analyzing data in a way that was completely unactionable there was nothing positive that was coming out of it it was a massive waste of time but what it did give me and gave my employers and clients and business partners it gave us…
Escúchalo en el minuto 0:26
Oferta y precioLanzar y publicitar constantemente múltiples productos fragmenta los recursos creativos y el presupuesto; en sistemas publicitarios basados en machine learning, cada segmentación requiere mayor volumen de datos para aprender, por lo que es preferible concentrarse en una oferta o producto héroe.
but the point on really honing in on what your hero product is what your hero offer is so important because the clients that I've lost it's usually because they're trying to do too many things we have a new product launch every month and frankly like I can only pay designers so much to make so many assets and when every month you have a passionately we have to put resources behind every time we segment because guess what we're not getting additional budget to promote these things right so we're segmenting it and in the world of machine learning every segmentation is an additional permutation…
Escúchalo en el minuto 39:04
Canales de adquisiciónEn publicidad pagada el crecimiento se consigue mediante dos vías complementarias: optimizar el mensaje para convertir mejor a perfiles que ya tienen alta afinidad natural con la marca, o desarrollar ángulos creativos distintos para atraer a segmentos de audiencia completamente nuevos.
of it being a sales team all the time because there's as you say there's two ways that we can win one we can get better at appealing to the people who already are into us right they could be cold audiences but that's the type of person that Facebook knows is into what we do and what we how we talk about it even like our personality as a brand or product or whatever and the second is how do we appeal to brand new people how do we get more scale and both of those are important something I've been
Escúchalo en el minuto 29:36
Canales de adquisiciónAsumir que probar más anuncios nuevos siempre genera mayor crecimiento es un error: saturar la cuenta con constantes lanzamientos masivos desgasta y mata los anuncios existentes antes de tiempo. Se debe recurrir a un método estructurado de apuestas apalancadas con machine learning para construir sobre lo que ya funciona sin sacrificar la estabilidad del rendimiento.
and really the analogy there is you say you have to test new creatives because new ads do better so more new ads means more better so as long as you're testing more ads you're going to continue to grow but that's what you're also noticing is oh man ad are dying faster would your existing ads die if you didn't test so many new ones and the answer to that is no if you had a you're able to take leveraged bets so that you don't have to sacrifice what works to create new growth you can just build on top of it right then you
Escúchalo en el minuto 32:15
Canales de adquisiciónAsumir que probar más anuncios nuevos siempre genera mayor crecimiento es un error: saturar la cuenta con constantes lanzamientos masivos desgasta y mata los anuncios existentes antes de tiempo. Se debe recurrir a un método estructurado de apuestas apalancadas con machine learning para construir sobre lo que ya funciona sin sacrificar la estabilidad del rendimiento.
and really the analogy there is you say you have to test new creatives because new ads do better so more new ads means more better so as long as you're testing more ads you're going to continue to grow but that's what you're also noticing is oh man ad are dying faster would your existing ads die if you didn't test so many new ones and the answer to that is no if you had a you're able to take leveraged bets so that you don't have to sacrifice what works to create new growth you can just build on top of it right then you
Escúchalo en el minuto 32:15
Canales de adquisiciónEn lugar de lanzar decenas de anuncios nuevos de golpe desestabilizando las campañas, el testeo creativo debe funcionar como un proceso gradual de titulación mediante anuncios dinámicos (DCT), donde el algoritmo prueba permutaciones de forma continua y destila los mejores activos para consolidar un portafolio de alto impacto.
but the great thing about the proven grounds is we don't have to give it away of just having it it's like a titration system is really how I think about the love that you're just slowly distilling so you have the best of the best the most like high potency content and you're mixing it together so that over time you've got this beautiful lineup amount of things we test through Golden Bear yeah but that's different than launching a 100 ads in a campaign and is when we're using this Golden Bear DCT proven grounds one campaign to rule them methodology it's testing every s every second of every…
Escúchalo en el minuto 30:12
Medición y experimentosReinvertir parte de los beneficios de una agencia en proyectos propios (un startup studio) permite experimentar con ofertas y metodologías no probadas; los aprendizajes, victorias y errores resultantes se transfieren a los clientes y sirven de contenido público de captación.
100% caveat we have a startup Studio sure and what's cool about that is we can do things that I would never pitch because it's not proven yeah I'm not going to take somebody's hard-earned cash and test a new methodology on them investing the profits of our agency in some of these startup Studio things amazing of course B it's great press and publicity we can be completely transparent with that data it's it won't if it doesn't we all learn and our clients love that too because they get to benefit from the mistakes and wins
Escúchalo en el minuto 18:18
Medición y experimentosReinvertir parte de los beneficios de una agencia en proyectos propios (un startup studio) permite experimentar con ofertas y metodologías no probadas; los aprendizajes, victorias y errores resultantes se transfieren a los clientes y sirven de contenido público de captación.
100% caveat we have a startup Studio sure and what's cool about that is we can do things that I would never pitch because it's not proven yeah I'm not going to take somebody's hard-earned cash and test a new methodology on them investing the profits of our agency in some of these startup Studio things amazing of course B it's great press and publicity we can be completely transparent with that data it's it won't if it doesn't we all learn and our clients love that too because they get to benefit from the mistakes and wins
Escúchalo en el minuto 18:18
Retención y relación con el clienteComunicar conceptos y métricas sin jerga técnica facilita el entendimiento directo del cliente y genera mayor confianza. Entrenar al equipo en habilidades de comunicación y síntesis evita sobrecargar al cliente con información innecesaria.
Jordan like most people that we talk to about this they use a lot of jargon we've had agencies in the past and the way they talk about it is really confusing we didn't really understand what they were saying and everything you just said in this meeting like made perfect sense because it's just crystalline and we're not bullshitting yeah it's funny how much easier to communicate when you understand something well enough to make it simple added weekly we're doing a communication Workshop like we're role playing leader what I have to do is how do we communicate effectively so that everybody…
Escúchalo en el minuto 5:47
Medición y experimentosLas métricas reportadas dentro de los administradores de anuncios pueden mostrar mejoras constantes sin que los ingresos o la rentabilidad global del negocio mejoren; es fundamental analizar el panorama comercial completo con herramientas de atribución holística y no evaluar las campañas de forma aislada.
if you don't have the bandwidth to be able to analyze the whole picture you're spinning your wheels because what you're doing over here in ads is not happening not coming up for error and asking the important questions for example we were in triple whale earlier today and we're business me is not improving but the ads performance is looking amazing every week it's getting better what's going on
Escúchalo en el minuto 3:41
Medición y experimentosMuchos consejos de marketing en redes se presentan como universales pero provienen de entornos de grandes marcas o agencias donde el objetivo no es el retorno financiero directo sino gastar presupuesto o maximizar impresiones; aplicar esas tácticas a negocios que necesitan rentabilidad directa genera ineficiencias graves.
it I think it would if your business objective isn't financial with that think what's really important as a Founder as a business owner is to understand that when you're scrolling Twitter when you're watching Youtube you're getting a lot of advice that is shrunk down and broadcast as if it's a universal message yeah and your business business objective is not financial and
Escúchalo en el minuto 21:19
Medición y experimentosMuchos consejos de marketing en redes se presentan como universales pero provienen de entornos de grandes marcas o agencias donde el objetivo no es el retorno financiero directo sino gastar presupuesto o maximizar impresiones; aplicar esas tácticas a negocios que necesitan rentabilidad directa genera ineficiencias graves.
it I think it would if your business objective isn't financial with that think what's really important as a Founder as a business owner is to understand that when you're scrolling Twitter when you're watching Youtube you're getting a lot of advice that is shrunk down and broadcast as if it's a universal message yeah and your business business objective is not financial and
Escúchalo en el minuto 21:19
Canales de adquisiciónIntroducir anuncios nuevos diariamente o cada semana suele generar una alta volatilidad en las cuentas publicitarias y crear la falsa percepción de que los anuncios se fatigan en pocos días, cuando en realidad las variaciones responden a fluctuaciones diarias del algoritmo.
launch like a new ad every week basically was our pance in some cases every day for like higher volume accounts and the truth is every time we did it it introduced volatility into the account it really probably had less to do with whether the creative was good and just what was going on that day what popped off yeah and sometimes like the new ad does better for three days and then it drops off and then you get on this Cadence of Facebook ads only work
Escúchalo en el minuto 35:06
Canales de adquisiciónIntroducir anuncios nuevos diariamente o cada semana suele generar una alta volatilidad en las cuentas publicitarias y crear la falsa percepción de que los anuncios se fatigan en pocos días, cuando en realidad las variaciones responden a fluctuaciones diarias del algoritmo.
launch like a new ad every week basically was our pance in some cases every day for like higher volume accounts and the truth is every time we did it it introduced volatility into the account it really probably had less to do with whether the creative was good and just what was going on that day what popped off yeah and sometimes like the new ad does better for three days and then it drops off and then you get on this Cadence of Facebook ads only work
Escúchalo en el minuto 35:06
Canales de adquisiciónConfiar en la intuición de un director creativo para predecir anuncios ganadores es poco fiable frente a metodologías estructuradas de testeo dinámico (DCT) y desgaste iterativo. Tratar la generación de creatividades como una ecuación matemática elimina el ego y reduce el riesgo en las cuentas publicitarias.
do the same thing I'm wrong 98% of the time which I love yeah I know I'm not good at creative and Golden Bear just reinforces how terrible my intuition is on that but it means that don't have to be good you don't no you really don't have to know what's going to work you need to leave your ego at the door and have a willingness to try different things and the beauty of it is the Golden Bear method and the DCT to proven ground method Dr risks the process yeah succeed it's not that like you all of a sudden came across the best ad because some creative director was struck by lightning it's no…
Escúchalo en el minuto 26:46
Estrategia y decisiones de negocioGran parte de las agencias de publicidad operan con un modelo insostenible: subpagan y sobrecargan a su equipo técnico mientras compensan la pérdida constante de clientes mediante un equipo de ventas agresivo, en lugar de centrarse en generar verdadero crecimiento de negocio.
these agencies the vast majority of ad agencies are built around the business model of we're going to underpay and overwork enough employees to work on enough things and yes we're going to lose clients but our sales team is better than that so we're going to overcome attrition by growth and as long as I have a bigger sales team than I do a staff that supplies the clients I'm going to make more money and what I love
Escúchalo en el minuto 17:14
Estrategia y decisiones de negocioEn una agencia u organización de marketing, otorgar autonomía decisoria y un entendimiento técnico profundo a todos los miembros del equipo —bajo la premisa de pensar como fundadores— previene la creación de feudos internos y mejora el ROI de los clientes y la cultura interna.
but what's different than I think some agency models is they are empowered decision makers everyone in our motto is Think Like A founder and that is for everyone it's not just the person presenting on the call or the salesperson right everybody is able to have access to a really deep and rigorous level of understanding about how these tools work work and the more I get I think what I've seen where things go really wrong is like you said Charlie where people are really trying to defend their little Turf and it's not good for the clients it's not good for business Roi it's not good for culture…
Escúchalo en el minuto 44:04
Ineficiencia de la microsegmentación masiva frente a la optimización algorítmica
Canales de adquisiciónLanzar decenas de audiencias hipersegmentadas por semana ('audience juicing') genera una carga operativa ineficiente que es superada por el uso de targeting amplio y el aprendizaje automático de las plataformas publicitarias.
crazy I used to do we had some fun terms for it but audience juicing was probably the most like Bland one oh love it yeah but it was stupid so dumb we'd be launching like 90 audiences a week oh like when broad came around when
Escúchalo en el minuto 9:20
Destinar presupuesto a engagement para amplificar el alcance ganado en campañas de video
Canales de adquisiciónEn campañas de difusión donde el objetivo no es la venta directa inmediata, destinar un porcentaje del presupuesto (como un 25%) a objetivos de engagement puede generar un incremento significativo de visualizaciones de video (hasta un 30% más) gracias al alcance orgánico ganado, reduciendo el CPM global.
against video views okay and I was like I'm gonna spend 25% of this money on engagement yeah and as a result I got 30% more video views on the engagement because of the earned reach that was also manual bidding on cpms and accelerated delivery so my reaching frequency was coming in at like 250 and I would run it at like a buck 80 just to
Escúchalo en el minuto 20:44
Los fundamentos del marketing directo trascienden las herramientas y píxeles de seguimiento
Canales de adquisiciónLas prácticas efectivas de compra de medios y marketing digital moderno se basan en los mismos fundamentos históricos del marketing de respuesta directa previos a la invención del píxel de conversión de Facebook.
marketing fundamentals aren't different either yeah like even outside of the context of this it's not like all of the cosmos in the industry were idiots before the Facebook pixel was invented yeah and a lot of the practices we do now are still very consistent with that yeah and I would say actually most the stuff we do now is way more like it was
Escúchalo en el minuto 16:04
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