Marketero · Entrevistas
Is Your Ecom Store Leaving Money on the Table?
22 ideas de marketing sacadas de «Is Your Ecom Store Leaving Money on the Table?», de Professor Charley T. Sobre todo de canales de adquisición, medición…
- 22 ideas despiezadas
- Fuente Professor Charley T
- Dura 46 min
- Publicada en 2024
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Canales de adquisiciónLas plataformas publicitarias modernas distribuyen los anuncios utilizando los mismos algoritmos de recomendación y experiencia de usuario que el contenido orgánico. Por ende, la segmentación efectiva no depende de restringir manualmente el público objetivo, sino de crear piezas publicitarias atractivas y relevantes específicamente para el comprador que se desea atraer.
yeah 2018 Facebook shipped it over to a different way of operating where they place the priority on the end user is you're shown content because it's the type of content and a fashion that you like to engage with around topics that you want to talk about so ads are shown to people on the same algorithm of organic content about but the ads do the targeting if your ad is a liability of Facebook's business model it's going to be shown to people and the people that are likely to see your ad are the ones that want to see that content so I don't care how Niche you are make an ad that your target…
Escúchalo en el minuto 8:12
No excluir a clientes existentes de las campañas de publicidad pagada
Canales de adquisiciónLa publicidad pagada debe operar en todo el embudo sin excluir a compradores previos. Conseguir recompras mediante anuncios suele tener un coste por adquisición mucho menor que captar clientes nuevos, incrementa el flujo de caja y alimenta el algoritmo de aprendizaje automático con mayor volumen de conversiones para optimizar el rendimiento.
back I see ads as being full fun of okay one it's way more expensive to exclude bought that cost money if it cost you 10 bucks to get somebody to buy a second time and 50 bucks to get them acquired for first time and they cost efficient but also starves the machine learning from seeing more Dows like if I could get 20% more purchase conversion data into the cheaper the machine's going to get faster and I'm going to have much better cash flow cuz likely that second third fourth purchase is going to happen at a lower cost than the first purchase so my margin per transaction some may be like I…
Escúchalo en el minuto 25:13
El método 3:2:2 para testing estructurado de creativos en Dynamic Creative
Medición y experimentosEl método 3:2:2 aprovecha los anuncios de contenido dinámico (Dynamic Creative) y el aprendizaje automático de Meta para someter creatividades a pruebas científicas con resultados binarios de aprobación o descarte.
it yeah I came up with the 322 method several years ago so originally it stemmed from me working with Facebook to help put together Dynamic creative uh so dynamic creative ad products and the 322 method comes out of how to leverage the scientific method as well as machine learning environment to answer very specific questions with a binary pass or fail it's really where it all comes from
Escúchalo en el minuto 1:44
Medición y experimentosInsistir en el ROAS de plataforma como indicador prioritario de éxito comercial es una señal de alerta; evaluar campañas únicamente bajo esta métrica distorsiona la rentabilidad real del negocio y suele denotar falta de criterio estratégico o desalineación de incentivos.
flag and if they insist that things like Raz matters fire them immediately because what they're doing is ultimately setting you up for failure and it might either be they don't know any better yeah which is a problem they just don't know any better in which case you shouldn't trust them with your money because you're more advanced than they are or be they do know better and they're lying to you anyway in which case they're [ __ ] that aren't going to help you
Escúchalo en el minuto 43:44
Alinear el éxito de la agencia de medios con el crecimiento incremental y métricas financieras
Medición y experimentosLas agencias de paid media y los marketers deben definir y reportar el éxito mediante el incremento real en los objetivos financieros del negocio (hacer feliz a finanzas) en lugar de apoyarse en métricas de atribución aisladas como el ROAS de plataforma, el cual a menudo solo reclama crédito por el trabajo de otros canales.
conversation of the way we define success is by generating incremental lift across your business and ultimately meaning your financial business objectives like I should be a marketing spend on your behalf what I do is make the finance department happy that's my my true but you're reporting your success as roas is basically you're saying that with but you're not measuring your success on how you're helping everyone you're measuring your success by how much credit for their work can you take so instead we need to be looking at actual real business business metrics
Escúchalo en el minuto 20:36
Medición y experimentosEn lugar de optimizar únicamente por CPA de primera compra o ROAS, se debe calcular el costo de adquirir ingresos considerando la frecuencia de compra, el LTV y los costos de producto para determinar el margen neto por cliente y saber cuánto margen adicional se puede reinvertir en adquisición.
misnomer I'm concerned about what is the cost to acquire Revenue how many times the average person get you give you money and what is the overall value so for instance if I know the average customer buys three times and I blended CPA across my business is 40 bucks and my LTB is $240 I know that basically I'm two to one on acquisition of Revenue to total revenue bacon calls let's say my product cost 20 bucks now I've got a margin of $60 per customer that I acquire okay great so now I know my target CPA could be higher I can spend 50% more to acquire any transaction in that customer Journey…
Escúchalo en el minuto 23:38
Canales de adquisiciónLas audiencias basadas en intereses contienen un alto porcentaje de usuarios no calificados: un tercio entra por imprecisión del algoritmo, otro tercio por hablar negativamente del tema y, del tercio restante con afinidad real, solo entre el 1% y el 5% está listo para comprar hoy. Como resultado, en una audiencia de 1 millón de personas, los compradores potenciales reales pueden ser apenas 10.000 a 20.000…
likeing access the internet now onethird of the people in an interest group back when make it was being managed one out of three people in interest group were there just by mistake code's not perfect one3 people there by mistake so let's remove onethird of the people for that negative sentiments so let's say half the people there have negative sentiment so out the in group one third is there by mistake another third is there because they don't like something the last third is there because Facebook is identified that this person likes something and that they're currently about how many things…
Escúchalo en el minuto 5:09
Medición y experimentosEn lugar de optimizar únicamente por CPA de primera compra o ROAS, se debe calcular el costo de adquirir ingresos considerando la frecuencia de compra, el LTV y los costos de producto para determinar el margen neto por cliente y saber cuánto margen adicional se puede reinvertir en adquisición.
misnomer I'm concerned about what is the cost to acquire Revenue how many times the average person get you give you money and what is the overall value so for instance if I know the average customer buys three times and I blended CPA across my business is 40 bucks and my LTB is $240 I know that basically I'm two to one on acquisition of Revenue to total revenue bacon calls let's say my product cost 20 bucks now I've got a margin of $60 per customer that I acquire okay great so now I know my target CPA could be higher I can spend 50% more to acquire any transaction in that customer Journey…
Escúchalo en el minuto 23:38
Medición y experimentosPara gestionar la rentabilidad de una tienda online es indispensable monitorear cuatro métricas: el valor de vida del cliente (LTV), el costo de los productos vendidos (COGS), el costo de adquisición por transacción (CPA) y el número promedio de transacciones por cliente a lo largo de su ciclo.
one know your focus on this know your numbers yeah what numbers actually matter lifetime value cost of goods cost for the acquisition of a transaction and average transactions for a customer Journey know those four awesome I know my profit mark per customer Journey great so now I know every time I get a new customer how much is they're
Escúchalo en el minuto 37:17
Canales de adquisiciónPlataformas de anuncios de interrupción como Facebook Ads funcionan como herramientas de amplificación de modelos de negocio ya validados, no para descubrir o validar el product-market fit de un producto nuevo. Para testear nuevas ofertas es más eficiente utilizar canales orgánicos, email marketing o anuncios de búsqueda con intención de compra existente.
it's a strategy issue that's a really bad idea like yeah the concept the the business strategy of saying I want to of saying I want to take Facebook a business model amplification device to go and Test new business models doesn't make any offer for that if you want if you want to test products great use organic social use email you search you search Bunch up all your keyword stuff see what people gets their attention make some
Escúchalo en el minuto 29:19
Canales de adquisiciónAl configurar campañas con segmentación amplia (Broad) y Advanced Matching, el algoritmo de Meta rastrea eventos de intención en el embudo y muestra anuncios a usuarios que acaban de abandonar carritos en marcas competidoras directas.
yeah and the very beginning of advanced matching which is the part of the power five that is the brain for broad targeting we're doing tests 2/3 of our account at Broad 2third of actually do their job uh two-thirds of our spend went to people that had abandoned carded one of our competitors same thing Facebook is saying you're interested in this content you're clicking on these ads you're spending time on this website you're filing you're filing these events that are in a sales funnel where so many that's optimizing towards this sales file is content that you haven't said no to yet clearly…
Escúchalo en el minuto 11:44
Financiación de pauta publicitaria: margen operativo vs. inversión a largo plazo
Medición y experimentosEn un escenario ideal, el gasto publicitario se financia con el margen de beneficio actual del negocio; si se financia sin margen previo, debe tratarse formalmente como una inversión con capital dispuesto a perderse y con la expectativa realista de que rara vez será rentable desde el día uno.
like this in the ideal situation you pay for your Facebook ads out of the profit margin of your business y simple and you don't have a profit margin in your business you pay for Facebook ads as an investment in your future Investments very rarely are profitable on day difference so don't spend money you can't afford to lose spend that money on something that you already know how to win at or have the ability to lose for long enough to figure it
Escúchalo en el minuto 33:29
Canales de adquisiciónLa publicidad en Facebook no debe ser el primer paso ni una herramienta para validar ideas de negocio no probadas, sino un canal para amplificar ofertas y mensajes que ya han demostrado funcionar orgánicamente o a través del feedback directo de los clientes.
give you figure out something that works and then take Facebook to amplify that business but y saying that you're going to use an historically terrible exchange rate investment to then Test new business ideas is objectively very yeah running Facebook ads is not step one running Facebook ads is I know something that works what I'm going to do is bring this to the
Escúchalo en el minuto 30:13
Medición y experimentosEl ROAS es una métrica defectuosa para la toma de decisiones porque su numerador (ingresos atribuidos) es inexacto respecto al recorrido real del usuario y su denominador (gasto publicitario puntual) ignora la inversión previa acumulada necesaria para lograr conversiones de retargeting o cierre.
then Raz might be legitimate let's take this into account though Raz is attributed Revenue divided by ad spend yeah is the revenue accurate probably not yeah right like it's it's not 100% accountable of all the transactions of well it's ad spend today or on that ad whatever it is yeah but what if I showed you're retargeting row as being a three doesn't mean anything if it cost me $1,000 to get that row as of a two at like 20 bucks on targeting to get you to that point you're out of business platform so my point is Raz is a fraction where numerator is wrong or inaccurate yeah and the…
Escúchalo en el minuto 16:39
Medición y experimentosEn lugar de optimizar canales publicitarios individuales según su ROAS —el cual suele apropiarse del impacto del email marketing, el SEO o el CRO—, se debe medir la salud del negocio con métricas agregadas como Blended CPA, margen de producto y valor de vida del cliente (LTV).
things why don't you look at just Blended CPA why aren't you looking at cost of goods why aren't you looking at LTV and if you are then what good is roo how much credit I can take for everybody else's work cuz really that's what I'm doing like my Facebook BR ask can be phenomenal by the [ __ ] of everybody that opened up an email and my Facebook brow is going to be a lot better if the cro team crushes my Facebook brow as is going to be really good if my Google team is out so it's how much credit for everybody else's work can I take in a way of misrepresenting Revenue by a spend number that…
Escúchalo en el minuto 19:05
Canales de adquisiciónSegmentar por audiencias de intereses eleva los costos publicitarios porque se paga un sobreprecio por datos de terceros y se restringe la entrega a grupos reducidos, lo que vuelve la adquisición insostenible y encarece la pauta a largo plazo.
you're doing is because those audiences also cost extra and back of the day Facebook literally used to tell you how much they were charging you extra because you're renting that data from some other third party like data Logics etc so if you're using targeting audiences basically what you're doing is you're paying extra to make sure that the vast majority of people that want to see your content content never see it so you can get a few sales right away in a way that is completely not sustainable so that you force the majority of your ads on of people that don't want to see you so your average…
Escúchalo en el minuto 10:05
La segmentación por Lookalikes estrechos actúa como una exclusión masiva de compradores potenciales
Canales de adquisiciónRestringir la pauta a audiencias similares hiperespecíficas (como un Lookalike del 1%) equivale a excluir al 99% del mercado restante, aumentando el costo por impacto y bloqueando el acceso a compradores potenciales que el algoritmo broad podría captar.
I don't know I have a very Niche product so what I want to do is pay extra so that the B majority of people who want to see my content won't see it that's the strategy for not using Brock let's say you're using a lookalike let's say it's a 1% lookalike that's a 99% exclusion they say well what the one
Escúchalo en el minuto 3:48
Retención y relación con el clienteVender un único producto en dropshipping sin capacidad de apalancar la lista de CRM ni añadir productos complementarios hace que el negocio sea frágil y poco rentable. El modelo funciona cuando se planifica una integración vertical de catálogo, usando email marketing para lograr una segunda venta y reinvertir ese margen en construir marca.
stuff you can't the thing is having a product is very different having a brand droping that's fine but drop ship a product where you can vertically where you can vertically integrate the next I could use my email to make the second sale on a different product and I could use that Revenue to ultimately build a plan there's nothing wrong with Drop Shipping but Drop Shipping a single product yeah in a way where you're not able to leverage your CRM list or berly integrate your customer
Escúchalo en el minuto 35:22
Regla de las 3 habilidades clave para escalar un negocio a ocho cifras
Canales de adquisiciónPara construir un negocio de ocho cifras se necesita dominar al menos 3 de 7 disciplinas fundamentales: las 3 habilidades de tráfico y captación (email marketing, búsqueda y publicidad en redes) combinadas con disciplinas de fondo (econometría/finanzas, storytelling, operaciones o psicología del consumidor).
psychology and so if you can get good at one of the three primary know commodity skills of email search and pay social and then be good at the nuances of e economics storytelling operations or psychology you only need three of these seven things then you can make it eight figure business but if you don't have at least three of these seven things you're going to fail that probably represents 98% of the
Escúchalo en el minuto 41:12
Comprender la mecánica integral de monetización más allá de pautar anuncios
Marca y posicionamientoTener un negocio rentable exige entender la arquitectura real de cómo genera ingresos en el mercado (por qué el cliente compra frente a alternativas, cómo encaja el producto y cómo interactúan pauta, búsqueda y email junto con tasas de recompra y devolución) en lugar de asumir ingenuamente que el negocio consiste solo en encender anuncios para obtener ventas.
is understand how your business makes make money like well you run ads to make maybe that makes you money maybe it doesn't like what is the core of how your brand Works how do you fit into the marketplace what do customers think about your product why are they buying from you versus somebody else what how does your system operate I run Facebook I run search I run email 10% of my customers come back again and 2% return okay that's a much yeah right know how you make money
Escúchalo en el minuto 38:11
Investigación de mercado y clienteLa mayor parte de los ingresos no se origina el día uno tras ver una campaña. La mayoría de los clientes ya tienen consciencia del problema o llevan años comprando productos de la misma categoría, por lo que el anuncio solo captura una demanda preexistente en un recorrido de compra largo.
push back said 50% of our Revenue comes from day one my argument is I think 0% of your Revenue comes from day one may maybe 3% comes from day one okay is wild guess but I'd say I'd say at least days okay I would say Years Years feet it's not the first time I saw shoes I've been in the market for shoes for years so already midf fall I've already bought coners a few times I've already bought sneakers a few times so the point of that
Escúchalo en el minuto 15:03
Investigación de mercado y clienteLa mayor parte de los ingresos no se origina el día uno tras ver una campaña. La mayoría de los clientes ya tienen consciencia del problema o llevan años comprando productos de la misma categoría, por lo que el anuncio solo captura una demanda preexistente en un recorrido de compra largo.
push back said 50% of our Revenue comes from day one my argument is I think 0% of your Revenue comes from day one may maybe 3% comes from day one okay is wild guess but I'd say I'd say at least days okay I would say Years Years feet it's not the first time I saw shoes I've been in the market for shoes for years so already midf fall I've already bought coners a few times I've already bought sneakers a few times so the point of that
Escúchalo en el minuto 15:03
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