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It's Basically FREE MONEY!
30 ideas de marketing sacadas de «It's Basically FREE MONEY!», de Professor Charley T. Sobre todo de canales de adquisición, medición y experimentos y…
- 30 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 00 min
- Publicada en 2024
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Incrementar el ticket promedio (AOV) con bundles aspiracionales en Q5
Oferta y precioDurante el periodo posterior a las fiestas navideñas (Q5), los consumidores compran para sí mismos con mentalidad aspiracional de año nuevo y menor resistencia al precio; empaquetar ofertas en suministros de mayor duración (como 3 meses en lugar de 1) permite elevar significativamente el ticket promedio.
We also have consumer intent. More people are willing to spend more money on themselves in an aspirational way during this time period than at any other time of the year. And when you spend money on yourself, you're willing to spend more money. AOVs are up. And when you're spending money on yourself, especially in an aspirational way, if there's an ability to sell a three-month supply, you can probably sell that easier than a one-month supply. The point is bundles and AOVs, perceived value. And basically, the logic of what am I going to spend my money on and not goes out the window.
Escúchalo en el minuto 6:40
Canales de adquisiciónEl periodo conocido como 'Q5' (la semana o dos semanas posteriores a Navidad) constituye una de las ventanas más rentables del año para pauta publicitaria. Durante estos días confluyen un pico masivo de inventario y atención en dispositivos con una retirada abrupta de los grandes anunciantes y agencias, lo que reduce drásticamente los CPMs y maximiza el retorno de la inversión.
Q5. Q5 is the week after Christmas. And is the single most profitable period of time in your ad account all year long. And you could easily double the revenue you make in the month of December in as little as five days. Q5 is basically the week or two weeks after Christmas. Number one, CPMs are the lowest during this time of year that they will be at any time of the year. We have the most inventory with the least competition and the lowest demand on that inventory. What this means is we have more inventory, places to put our ads than we do at any other time in the year. So supply through the…
Escúchalo en el minuto 0:45
Oferta y precioEn períodos de alta propensión al gasto, es preferible impulsar el ticket promedio (AOV) mediante paquetes por volumen (como compra 3 y lleva 3) o valor añadido (tarjetas de regalo) a precio completo, en vez de rebajar el precio unitario con descuentos simples.
This is the period of time where people are most willing to spend the most amount of money on themselves that they will all year long. Give them the opportunity. Sell them the buy three, get three free. Don't give them a discount price. Give them the full price with added value. Don't sell them the $100 item for $80. Offer them buy one, get one free, and they'll get a $100 gift card for 50% off. Get $250 instead of $80. but you're going to push up your AOV aggressively.
Escúchalo en el minuto 49:31
Canales de adquisiciónEn épocas de baja conversión o competencia excesiva, es preferible apagar por completo las campañas efectivas en vez de bajar el presupuesto al mínimo para luego intentar multiplicarlo. Seguir gastando en anuncios que no convierten deteriora la tasa estimada de acción (estimated action rate) en la plataforma; en contraste, pausar y reactivar directamente el presupuesto previo durante picos de alta intención de…
And when Q5 hits, the day after Christmas, literally the night of Christmas, if you want to, you can turn it back on. And that way, instead of starting, if you were at $500 and you scaled down to $100 and then try to scale back up, in which case you're like, wow, this is opportune time. What I'm going to do is quadruple or quintuple my budget so the system has to learn how to be successful on way more volume of data than it was before. And I'm going to ask it to do that when all the money is rolling in instead of prepping it so that when the money is running, I'm already ready to go already…
Escúchalo en el minuto 20:34
Oferta y precioPara probar nuevas combinaciones de productos o paquetes de alto valor sin gastar tiempo en desarrollo, envíe correos diarios presentando la idea y pidiendo una respuesta directa para reservarlo; construya la página de producto y el paquete solo cuando compruebe el interés real de compra.
Spend this time right now testing your bundles. Send emails every day and just see who wants it. You don't have to build the page. You can literally just say, Reply back. And if they say they want it, then you make the page and you make the product
Escúchalo en el minuto 50:34
La creatividad y el anuncio realizan la segmentación en Facebook Ads
Canales de adquisiciónEn la publicidad moderna en plataformas como Facebook, la segmentación debe delegarse en el contenido del anuncio (creative) en lugar de configurar audiencias manuales o intereses. El algoritmo muestra el anuncio únicamente al público relevante para maximizar una experiencia de usuario positiva, haciendo innecesaria la segmentación manual incluso en productos de nicho.
Do you let Facebook figure that out? If your ad only appeals to a small group of people, those are the only people that are going to see your ad because Facebook is trying to give people positive user experience on the platform. But if your ad means something to them, they will see it. Ads do the targeting. Creative does the targeting. If you're still using audiences, wake up and it's not 2017 anymore.
Escúchalo en el minuto 27:18
Medición y experimentosAnalizar la frecuencia acumulada en ventanas amplias (como 30 días) carece de utilidad real, ya que una frecuencia de 5 en un mes equivale apenas a impactar al usuario una vez por semana. Para evaluar fatiga o saturación publicitaria, se debe desglosar la frecuencia día a día (ventana de 24 horas), lo que permite saber qué porcentaje del presupuesto diario se destina a captar prospectos nuevos frente a reimpactar a…
why do you not look at frequency outside of the 24-hour window? Because it doesn't mean anything. If it's a five over the last month, you mean somebody sees your ad once a week? But you don't know how the platform is using your ads unless you're looking at it in a breakdown by day because that lets you know how much of your ad spend per day is being spent on net new versus showing that same ad to people over and over again.
Escúchalo en el minuto 40:47
Canales de adquisiciónCon presupuestos publicitarios reducidos, se desaconseja usar campañas con objetivo de reconocimiento (awareness) para conseguir clientes potenciales. Es más rentable promocionar publicaciones en Instagram vinculadas a flujos de automatización (como ManyChat); este enfoque genera leads directos a la vez que acumula seguidores orgánicos como un activo de distribución propio a largo plazo.
I wouldn't launch an awareness campaign. If your budget is low and you're trying to get leads, I would probably focus on boosting Instagram posts with automation set up to get leads like ManyChat or something like that. And that way you are building a business asset, in this case, Instagram followers to get leads which is what an awareness campaign is set up to optimize for.
Escúchalo en el minuto 42:00
Pausar campañas ineficientes para reservar presupuesto y reactivarlas en picos de demanda
Canales de adquisiciónEn lugar de gastar con pérdidas o recurrir a métodos complejos de escalado como el surf scaling, resulta más rentable apagar campañas cuando el rendimiento cae y reactivarlas directamente cuando la disposición de compra regresa.
descale. There's absolutely no reason just turn off things that aren't working and then spike it when things come back in and sometimes the easiest way to spike your budget like surf scaling nonsense is literally just turn on a campaign that you turned off because instead of losing money you decided to save it and go spend that money when it's going to do more money for you. if you could double every dollar you spend, why spend it today when you could spend it Why not just make money with it instead of losing money with it?
Escúchalo en el minuto 47:54
Canales de adquisiciónAl concluir la temporada navideña y cerrar su año fiscal, los grandes minoristas que invierten presupuestos millonarios diarios frenan su gasto publicitario, lo que reduce la saturación de las subastas y facilita la adquisición rentable de clientes para marcas directas al consumidor.
They don't want to have to do more stuff, and to be fair, they probably get a vast majority of the value beforehand because they've been leading up to the Christmas season and the Black Friday season and everything else. They made their money and then went home. Which ultimately means that the big box retailers, again, the folks who will drop a million a day on catalog ads, they're not playing the game right now. So the amount of competition from people you should actually be worried about is drying up. None of that matters when you have a thousand brands spending a million a day. If…
Escúchalo en el minuto 5:04
Retención y relación con el clienteDurante el periodo posterior a Navidad (Q5) y enero, se recomienda enviar de dos a tres correos electrónicos diarios para convertir a los prospectos acumulados, ya que la ventana de conversión incremental es corta y quien no compra en ese momento difícilmente lo hará después.
January is probably the lowest CPMs you're going to see all year. especially the week after Christmas. Q5, you should be spending two to three emails a day. people that, if they make it all the way through Q5 and decide to not buy from you, they will likely never buy from you. The incrementality of email revenue is basically like five days.
Escúchalo en el minuto 35:25
Sacrificar eficiencia de ROAS para maximizar el volumen y los ingresos netos
Canales de adquisiciónEs preferible duplicar el presupuesto publicitario aunque el ROAS caiga (por ejemplo, de 3x a 2x), ya que un retorno menor sobre una base de gasto significativamente mayor genera más dinero absoluto que mantener una alta eficiencia con bajo volumen.
if you're getting a 3x ROAS on your Google Ads, if you could spend twice as much and your 3 goes to a 2, you're not spending enough. 2x return on $2 on twice as much spend. 2x return on $2 is more money than a 3x return on $1. You need to be less efficient. You need to be more aggressive. You need to push for volume.
Escúchalo en el minuto 38:41
Oferta y precioCuando vence la fecha límite para que el envío estándar llegue a tiempo en temporada navideña y los competidores reducen su inversión publicitaria, añade una opción de envío prémium garantizado con cargo adicional. Aunque requiera reembolsar a un pequeño porcentaje de envíos retrasados, incrementa el valor medio del pedido (AOV) y permite aprovechar la caída de costes publicitarios (CPM).
Now, when we look at things, basically tomorrow is December 14th. Tomorrow is the first day where standard shipping will no longer get a product into somebody's hands in time for gifting, which means a lot of people are going to pull back their ad budget because the performance is going to start to drop off a cliff. Now, why this matters is because we are going to start to see the drop in CPMs hit. Now, why this really matters for you is this means that you can offer premium shipping if you can guarantee to get it there. Maybe you charge $20, $30 premium guaranteed shipping. And if it doesn't…
Escúchalo en el minuto 16:00
Canales de adquisiciónTras vencer la fecha límite de entrega garantizada previa a Navidad, es recomendable pausar las campañas pagadas y sostener las ventas con email marketing, reactivando la inversión publicitaria la noche de Navidad, cuando los usuarios usan sus teléfonos para comprar para sí mismos.
turning off all our campaigns, including Google's PMAX, after our guaranteed X-Men's delivery cutoff date? Honestly, Marvin, I don't hate this idea. This is a great opportunity to just start sending a shit ton of emails. And when you start to see the revenue in your store go up, start lighting up more ads. Christmas night is a great time. And for Christmas, that night is a great place They start opening their phones, They're going to know all the presents they got that are starting to look by for themselves. That's a great time.
Escúchalo en el minuto 56:46
Identificar el anuncio ganador en formatos flexibles mediante el volumen de comentarios por Post ID
Medición y experimentosDado que Meta no desglosa con claridad qué creatividad rinde mejor dentro de un anuncio flexible, se puede identificar la variante que concentra la entrega revisando los comentarios en el administrador de anuncios. Al documentar los Post IDs activos generados por el anuncio, la publicación que acumula la inmensa mayoría del engagement social (comentarios) es la que el algoritmo ha seleccionado como ganadora.
Yeah, you're never going to see which creative in the flexible ad that is performing the best. to see which post ID is most important. is just start to document the post IDs of all of the ads when you go through your comments and just build an active ad stock of all of them The one's got seven comments. One's got 42. One's got 53. Another one's got 748. Just pick the one that's got 748.
Escúchalo en el minuto 42:53
La gran mayoría de los ingresos por suscriptor ocurren en las primeras 72 horas
Retención y relación con el clienteEntre el 80% y el 90% de los ingresos que genera una dirección de correo electrónico se producen durante las primeras 72 horas tras su registro.
80 to 90% of the money that you will make from any email address happens in the first 72 hours.
Escúchalo en el minuto 32:50
Evaluar caídas post-estacionales contra periodos base y trimestre a trimestre
Medición y experimentosPara diagnosticar adecuadamente el rendimiento comercial tras picos de demanda estacionales como Black Friday, se deben comparar las métricas con meses base estables (previos al pico) y analizar números trimestre contra trimestre (QoQ), evitando llegar a conclusiones erróneas basadas en la caída natural semana a semana (WoW).
And Danilo, I would also compare these last three, four weeks to what you were seeing in like August and September. Is it actually that it's going down or is it that the rise that you saw with Black Friday has been mitigated a bit by the drop that you see afterwards and comparing week over week numbers into quarter over quarter numbers. the quarter over quarter numbers are really helpful pieces of information that you can use to understand what's going on in your business.
Escúchalo en el minuto 29:50
Marca y posicionamientoEl modelo directo al consumidor (DTC) no es viable si la propuesta única de valor consiste en ofrecer el precio más bajo; la ventaja competitiva sostenible en este canal depende de aportar mayor valor, personalización y una experiencia de cliente superior.
And remember that direct to consumer, unlike normal retail, is built around how can you be more important? How can you care about the end customer? How can you be a better fit towards somebody's needs? If your unique selling proposition is that you are lowest priced, you should not be in this business. However, if you can be more valuable to somebody and be more important to somebody and give them a better experience and a better quality product, whatever it is, then direct to consumer is great.
Escúchalo en el minuto 5:27
Evaluar la rentabilidad publicitaria por beneficio bruto por transacción en vez de simples ratios
Medición y experimentosPara tomar decisiones de escalado o apagado de campañas, calcula el beneficio bruto monetario directo por pedido restando el costo por adquisición (CPA) del valor medio de pedido (AOV), en lugar de guiarte exclusivamente por ratios porcentuales como el ROAS.
And you're noticing my rebuttal upsell because the AOV is higher. Yeah, my CPA is there. But when I look at my gross profit margin per transaction by subtracting my CPA from my AOV, which, by the way, also video coming out on that. I'm like, why not understand actual gross profit when people are just looking at fucking margins and ratios? Anybody that tells you success comes in the form of a fraction is trying to steal from you.
Escúchalo en el minuto 19:17
Retención y relación con el clienteLos clientes adquiridos mediante ventas adicionales (upsells) o paquetes de mayor ticket tienen una probabilidad exponencialmente más alta de recomprar a largo plazo que los clientes atraídos únicamente mediante descuentos en el precio.
And the folks that spend more money then are far, far more likely to come back and buy from you. the people that buy from you during Q5 and Black Friday when you have an upsell are exponentially more likely to buy from you a second time than the folks that buy from you when you're running a discount.
Escúchalo en el minuto 53:05
El riesgo de sobre-optimizar la eficiencia publicitaria a costa del volumen de ventas
Medición y experimentosExigir métricas de eficiencia publicitaria excesivamente altas obliga a recortar presupuestos y reduce el volumen total de ventas, lo que puede atrapar al negocio en una espiral descendente en vez de priorizar la generación de más ingresos.
You are too efficient on your Google search. is too good. If you get more sales, you don't need to be as efficient. But the fewer sales you get, the greater your efficiency needs to be. And you can play the game of needing to be efficient enough to raise your budget and to get there, you lower your budget and basically circling the drain. or you can play the game of making more money.
Escúchalo en el minuto 48:33
Riesgo de devaluación de marca por descuentos excesivos
Oferta y precioOfrecer descuentos agresivos para cerrar transacciones devalúa la percepción de marca, genera dudas en el cliente sobre el valor real del producto y desvaloriza a quienes pagaron el precio completo; la rentabilidad duradera se logra resolviendo problemas integrales y cobrando más.
is to solve problems instead of selling products and to charge more money. I'm going to market 50% off. Your second thought is going to be, well, why, how can you afford to spend it 50% off? Why isn't this the price? I'm devaluing the brand. And I'm also selling short all of the other people that invested highly into it.
Escúchalo en el minuto 54:41
Retención y relación con el clienteDurante periodos de alta intención de compra (como Q5), se recomienda enviar al menos dos correos al día y depurar de la lista activa a contactos de más de una semana que no abran emails ni compren, forzando la decisión del cliente y reduciendo el CPA combinado.
Are you sending less than two or three emails a day? If the answer is yes, fix it. You should be. If people aren't opening your emails, get them out of your sentence. Having 50,000 of a thing that has no value is completely worthless. Send more. there is absolutely no reason you shouldn't be sending at least two emails a day between now and especially during Q5. on January 1st that is less than a week old unless that person is opening emails or buying from you. you're going to suppress your blended CPA.
Escúchalo en el minuto 32:26
Medición y experimentosAl reiniciar anuncios tras una pausa estacional, es preferible reactivar el presupuesto completo desde el primer día y absorber posibles pérdidas matutinas para acelerar la tracción del algoritmo y captar la demanda, en lugar de escalar lentamente y perder la ventana de compra.
When we turn our campaigns back up, should we scale down our budgets first? with losing some money in the morning after Christmas knowing that by the evening you are maximizing your profitability? Or do you want to be profitable the whole time but take a couple of days to maximize your buying potential knowing that also a lot of the market It's a risk assessment issue. All things being equal, I'm going to light it back up day one. And could I invest a fraction of that loss in getting up to speed as soon as possible? And the answer is yes.
Escúchalo en el minuto 58:28
Medición del valor del lead por cohorte diaria y decaimiento rápido de ingresos
Medición y experimentosEl valor incremental de un correo captado se concentra fuertemente en los primeros cinco días; retrasar el contacto apenas tres días puede reducir el valor esperado del lead a solo un 8% respecto al primer día.
And I want you to track the value of an email address. Do that by day for email address. How much revenue are you getting per email address on the day? if I send in, if I wait three days to send an email, that email address is probably worth 8% of what it would have been if I sent on day one. The incrementality of email revenue is basically like five days.
Escúchalo en el minuto 35:57
Medición y experimentosEl uso de audiencias similares o lookalikes canibaliza el rendimiento de la segmentación amplia (broad) y genera resultados con menor incrementalidad real, sirviendo principalmente para inflar reportes de atribución compartida con canales como Google o email en vez de generar crecimiento real para el negocio.
well, my local like guardians is performing better than my broad. Because you're running the local like, your broad got worse. Also, those results are far less incremental and you're not growing the business. Helping Facebook take more credit for the same sale as Google and email while reaching fewer people is not a way to grow your business. It's just a great way to make the report look better.
Escúchalo en el minuto 27:54
Canales de adquisiciónIntentar solucionar una caída estacional o temporal en las ventas lanzando un volumen elevado de anuncios nuevos y no probados es contraproducente: desvía presupuesto a hipótesis débiles, desestabiliza el algoritmo de la plataforma publicitaria y perjudica los canales de conversión como email, búsqueda y CRO.
So that being said, why this really matters is because some folks will struggle by then trying to launch a bunch of different ads. They'll struggle and squirm and try to make a bunch of different ideas work. They'll launch new ads. They'll ramp up the volume of creative testing, which basically says my target audience doesn't want to buy. You could make the choice to say, well, my results aren't that good. What I'm going to do is follow the advice of people who have no fucking clue what they're talking about and launch more ads. Because launching more ads is how you get more scale, which is…
Escúchalo en el minuto 17:17
Oferta y precioPara vender servicios u ofertas high-ticket en B2B al cierre de año, se debe posicionar la compra como una oportunidad para deducir impuestos antes del cierre del ejercicio fiscal del cliente.
if what you have is a high ticket offer so that business can get a tax write-off, 100% can work. wanted to get all their billings in before the end of the year so they can make it a tax write-off for their business.
Escúchalo en el minuto 31:14
Cambio de mentalidad: de evitar pérdidas a comprar clientes de calidad
Medición y experimentosEl crecimiento de un negocio no se logra obsesionándose con modelos de atribución para evitar pérdidas inmediatas, sino cambiando el enfoque estratégico hacia la inversión deliberada para adquirir clientes de alto valor.
according to silly things like attribution, then you're never going to be able to build a business because you're focused a dramatic change in the growth of your business your mentality from I'm trying to not lose money to I want to start buying good customers, that change can change the rest of your life.
Escúchalo en el minuto 55:28
Gestión de la categoría de servicios financieros en Meta Ads para contenidos de inversión
Canales de adquisiciónAl publicitar contenidos o boletines sobre inversiones y criptomonedas en Meta, es preferible marcar voluntariamente los anuncios dentro de la categoría especial de servicios financieros para operar con transparencia y evitar sanciones, o en su defecto probar variaciones no marcadas en cuentas secundarias para evaluar diferencias de rendimiento.
To be totally honest with you, Paolo, I would play it safe and mark my ads as financial services. Or I would start there and then also just make maybe a second dummy account where I'm not marking it and seeing if I rebuild the ads on a second page, if I can get better results. I think that ultimately being straightforward with Facebook instead of trying to take advantage of them puts you in a much better position for success.
Escúchalo en el minuto 14:48
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