Marketero · Entrevistas
Master Q5 with THESE 3 Meta Ads and Email Marketing Hacks!
31 ideas de marketing sacadas de «Master Q5 with THESE 3 Meta Ads and Email Marketing Hacks!», de Professor Charley T. Sobre todo de canales de…
- 31 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 00 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 31 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 31 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Oferta y precioPara validar nuevos paquetes o bundles sin incurrir en costes de desarrollo previo, envía correos a tu lista presentando cada propuesta y solicita responder directamente al email para reservarlo; únicamente crea la página de venta y el producto para aquellas ofertas que generen demanda demostrada.
If you don't have enough of them, make them. Spend this time right now testing your bundles. Send emails every day between now and then saying, "This is the next bundle. This is the next bundle. This is the next bundle." And just see who wants it. You don't have to build the page. You can literally just say, "HERE'S THE NEXT BUNDLE. WE'RE DOING REPLY BACK. WE'RE GOING TO KEEP IT A SECRET. REPLY back with X, Y, and Z if you want to get it." And if they say they want it, then you make the page and you make the product and you send it out to that person. But odds are some days you're going to…
Escúchalo en el minuto 50:32
Campañas de catálogo en Meta filtradas por encima del LTV promedio
Canales de adquisiciónConfigura campañas de catálogo dinámico en Facebook Ads incluyendo exclusivamente productos cuyo precio unitario sea superior al Lifetime Value (LTV) medio histórico del cliente, forzando la adquisición de compradores de mayor valor desde la primera transacción.
you're running Facebook ads, one of the easiest way of doing this thing is also launching a new catalog campaign where the average order value the the MSRP of your product is greater than the LTV of your average customer. If your average customer LTV is 100 bucks, make a catalog that is only items that are 105 or more.
Escúchalo en el minuto 50:15
Medición y experimentosEs preferible escalar el presupuesto y aceptar una disminución en la eficiencia del ROAS (por ejemplo, pasar de 3x a 2x duplicando el gasto) si esto genera mayores ingresos y beneficios netos absolutos.
um if you're getting a 3x ROAS on your Google Ads, if you could spend twice as much and your three goes to a two, 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
Medición y experimentosAnalizar la frecuencia publicitaria en periodos acumulados largos distorsiona la realidad operativa; debe evaluarse desglosada por día (ventanas de 24 horas) para comprender con exactitud qué porcentaje del presupuesto se destina a alcanzar usuarios netos nuevos frente a saturar a la misma audiencia.
wondering, why do you not look at frequency outside of a 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? unless you're looking at it in breakdown by day. Cuz 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
Incremento del AOV mediante compras aspiracionales y paquetes multimes en Q5
Oferta y precioDurante el periodo posterior a Navidad (Q5), los consumidores compran para sí mismos de forma aspiracional y están dispuestos a gastar más, lo que eleva el ticket promedio (AOV) y facilita la venta de paquetes grandes o suministros para varios meses en lugar de unidades individuales.
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 a 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 it not goes out the window.
Escúchalo en el minuto 6:40
Canales de adquisiciónEn lugar de reducir drásticamente el presupuesto de campañas ganadoras en momentos de baja demanda para luego intentar multiplicarlo de golpe, es más efectivo apagarlas temporalmente. Forzar anuncios en momentos no rentables degrada la tasa de acción estimada y el aprendizaje del algoritmo, mientras que apagarlos preserva los datos históricos para reactivarlos a presupuesto completo cuando la demanda regresa.
You could just turn it off. And when Q5 hits the day after Christmas you could turn it back on. QUADRUPLE OR QUINTUPLE MY BUDGET SO the system has to learn how to be successful on way more volume of data than it was now, every day that you spend more money on the ads that aren't working, you're reducing the estimated actual rate of those ads, depreciating your relationship with the platform. Going dark means you're not losing ground. immediately happens overnight because you're not scaling the budgets of things that have already been running. You're just turning things that already were…
Escúchalo en el minuto 20:20
Oferta y precioDurante los periodos de alta intención de compra, se debe priorizar elevar el ticket promedio (AOV) estructurando ofertas de volumen (como comprar tres y llevarse tres) o agregando valor a precio completo (como tarjetas de regalo), en lugar de ofrecer descuentos individuales que disminuyen los ingresos por cliente.
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. Don't give them the here's one buy one get one free. 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 bucks. Offer them buy one get one free and they'll get a $100 gift card for 50% off. Get $250 instead of 80. push up your AOV aggressively. And if
Escúchalo en el minuto 49:31
Canales de adquisiciónEn plataformas modernas de anuncios como Meta, no es necesario configurar audiencias manuales específicas incluso para productos de nicho. El algoritmo optimiza la entrega mostrando el anuncio solo a quienes muestran afinidad con el contenido creativo, por lo que el anuncio mismo actúa como filtro de segmentación.
website. Do you let Facebook figure that out? Yeah. You know who's not going to see my ad for some brakes for a Porsche? 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 And if your ad is a liability to their experience, they're not going to see it. 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. It is not 2017
Escúchalo en el minuto 27:18
Canales de adquisiciónTras vencer la fecha límite de entrega garantizada para Navidad, es conveniente reducir o pausar campañas de pago y apoyarse en email marketing, para luego reactivar la inversión publicitaria agresivamente a partir de la noche del 25 de diciembre, cuando los usuarios vuelven a comprar para sí mismos.
time to ramp it back up? Honestly Marvin, I don't hate this idea. If you make them. This is a great opportunity to just start sending a [ __ ] ton of emails. ads. As a general rule of thumb, basically Christmas night is a great And for a Christmas, that night is a great place, cuz basically everybody's sitting there doing whatever they start opening their phones, show them more things. They're going to know all the presents they got, they're starting to look by themselves, they're finally in All things being equal, I'm going to light it back up day one, boom, let's And could I invest a…
Escúchalo en el minuto 56:51
Medición y experimentosObsesionarse con obtener beneficio en cada venta individual basándose en modelos de atribución limita el crecimiento del negocio; la mentalidad correcta consiste en invertir para adquirir clientes valiosos a largo plazo.
If you're focused on closing every single sale and making a profit on every single transaction according to silly things like attribution, then you're never going to be able to build a business because you're focused And focusing on changing your mentality 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 55:22
Canales de adquisiciónEn lugar de mantener un gasto continuo perdiendo margen durante periodos flojos o recurrir a métodos complejos de escalado, resulta más rentable reducir presupuesto o apagar campañas temporalmente y reactivarlas con fuerza cuando el mercado vuelve a convertir con alto retorno.
Point number one was you can absolutely de-scale. There's absolutely no reason that you shouldn't just turn off things that aren't working then spike it when things come back in and sometimes the easiest way to spike your budget instead 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. Instead of that money losing 20 cents on the dollar if you can double every dollar you spend why spend it today when you can spend it in 2 weeks. You're still going to spend…
Escúchalo en el minuto 47:51
Captar leads con bajo presupuesto promocionando publicaciones con automatización en lugar de campañas de reconocimiento
Canales de adquisiciónCon presupuestos limitados para captar leads, no se deben utilizar campañas de reconocimiento de marca; es más rentable promocionar publicaciones en redes e integrar automatizaciones de mensajería para convertir y retener seguidores como un activo de audiencia propio.
campaigns. 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 many chat or something like that. And that way you are building a business asset in this case Instagram followers to get leads so mountain top. Instead of living and dying by your ability to run ads to people who may or may not remember you, which is what an awareness campaign is set up to optimize for.
Escúchalo en el minuto 42:00
Oferta y precioCuando pasa la fecha límite para entrega navideña por envío estándar y los competidores recortan presupuesto, se puede ofrecer un envío premium garantizado con cargo extra y política de reembolso si no llega a tiempo, aumentando el ticket promedio (AOV).
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 going to start to see the drop in CPMs is this means that you can offer premium if you can guarantee to get it there. Maybe you charge $20 premium guaranteed shipping, and if it doesn't get there in time, you refund somebody's order, and and maybe you have to refund 5% of them. absolutely do right now to increase the AOV and make some extra free money cuz
Escúchalo en el minuto 16:05
Aumentar drásticamente la frecuencia de emails en Q5 y post-Navidad
Retención y relación con el clienteDurante el periodo posterior a Navidad (Q5) y enero, cuando los CPMs publicitarios son más bajos, se debe maximizar la monetización enviando de dos a tres correos electrónicos al día para agotar la intención de compra acumulada antes de que el lead pierda valor.
there is no easier time to fill your funnel than when CPMs are hyper low. January's probably the lowest CPMs you're going to see all year. If there's any time to basically say [ __ ] or get off the pot, buy from me or goodbye, it's right now. Especially the week after Christmas. Q5, you should be sending two to three emails a day. you need to release all the kinetic energy that you've spent heavily in time and money investing into developing. Because those 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.
Escúchalo en el minuto 35:19
Marca y posicionamientoEl modelo directo al consumidor (DTC) debe construirse sobre una mayor adaptación a las necesidades del cliente, una mejor experiencia y calidad de producto, evitando posicionarse o competir únicamente por el precio más bajo.
us. And remember that direct consumer, unlike 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 price, you should not be in this business. However, if you you 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. Which
Escúchalo en el minuto 5:26
Marca y posicionamientoEl modelo directo al consumidor (DTC) debe construirse sobre una mayor adaptación a las necesidades del cliente, una mejor experiencia y calidad de producto, evitando posicionarse o competir únicamente por el precio más bajo.
us. And remember that direct consumer, unlike 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 price, you should not be in this business. However, if you you 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. Which
Escúchalo en el minuto 5:26
Retención y relación con el clienteEntre el 80% y el 90% de los ingresos generados por una dirección de correo electrónico captada se producen en sus primeras 72 horas en la lista.
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
Análisis de cohortes diarias para medir el valor del suscriptor de email
Medición y experimentosMonitorea el valor monetario generado por cada dirección de correo captada desglosado día a día (cohorte diaria) en lugar de mensual, ya que la probabilidad de conversión decae rápidamente después de los primeros días.
And I want you to track the value of an email address. And most importantly, I there are cohorts on lifetime based kind of caps out, right? Great. Do that by day for email address. How much revenue are you getting per email address on the day? Because you're going to know if I send an If I wait 3 days to send an email, that email address is probably worth 8% of what it would have been if I sent The incrementality of the email revenue is basically like 5 days.
Escúchalo en el minuto 35:57
Aprovechar el periodo publicitario 'Q5' tras Navidad por el colapso de CPMs y aumento de inventario
Canales de adquisiciónEl periodo posterior a Navidad (conocido como Q5) ofrece una de las ventanas más rentables del año para pauta publicitaria: la oferta de inventario se dispara debido al mayor tiempo en pantalla de los usuarios en vacaciones, mientras que la demanda y competencia caen porque las grandes marcas y agencias frenan su inversión de fin de año, reduciendo drásticamente los CPMs.
pull it in. Q5, Q5 is the week after Christmas, and is the single most profitable period of time in your ad to get started. First off, what is Q5? Q5 is basically the week or two weeks same time. 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 more. 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 roof. Now, They are not spending during this time,
Escúchalo en el minuto 0:44
Optimizar por beneficio bruto por transacción (AOV - CPA) en lugar de depender únicamente de ratios
Medición y experimentosLa rentabilidad real de adquisición pagada se debe evaluar restando el costo por adquisición (CPA) al valor promedio de pedido (AOV) para obtener la ganancia bruta monetaria real por pedido, en lugar de guiarse únicamente por márgenes porcentuales o ratios.
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 LIKE WHY NOT UNDERSTAND ACTUAL GROSS PROFIT WHEN people are just looking at [ __ ] margins and ratios when anybody that tells you success comes in the form of a fraction is trying to steal from
Escúchalo en el minuto 19:19
Retención y relación con el clienteDurante periodos de alta intención de compra (como Q5 post-Black Friday), se deben enviar al menos dos o tres correos al día a quienes interactúan y dejar de enviar inmediatamente a quienes no abren, maximizando la presencia mental y reduciendo el CPA combinado.
ask you this, are you sending less than two or three emails a day? If the answer is yes, fix it. If people aren't opening your emails, get them out of your sends. Having 50,000 of a thing that has no value is completely worthless. Send more. If I But the point is there is absolutely no reason you shouldn't be sending at least two emails a day between now and especially during Q5. If you begin to send more emails and make more money, you are going to suppress your blended CPA. You're also
Escúchalo en el minuto 32:25
Canales de adquisiciónCuando el rendimiento de las campañas cae, aumentar agresivamente el volumen de pruebas creativas con ideas sin validar desestabiliza el embudo y empeora los resultados en lugar de arreglarlos; es preferible pausar o reducir presupuesto.
some folks will struggle by then trying to launch a bunch of different ads. They'll struggle and 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 launch more ads." Because launching more ads is how you get more scale, which is speaking, the idea of saying, "If I want better results, what I should do is invest more heavily in unproven ideas because having a higher investment in ads where I don't know how they're going existing ads in a way that destabilizes my funnel and undermines all of my search, email…
Escúchalo en el minuto 17:26
Medición y experimentosAunque las audiencias similares (lookalikes) puedan mostrar métricas directas superiores en el administrador de anuncios, suelen canibalizar el rendimiento de la segmentación abierta (broad) y generar resultados menos incrementales, atribuyéndose ventas que ya habrían ocurrido mediante otros canales como búsqueda o email.
And I hear PEOPLE SAY, "WELL, MY LOOK-ALIKE AUDIENCE IS PERFORMING BETTER THAN MY BROAD." YEAH, BECAUSE YOU'RE RUNNING THE LOOK-ALIKE, 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
Escúchalo en el minuto 27:53
Canales de adquisiciónInmediatamente después de Navidad, los grandes retailers que gastan millones al día reducen fuertemente su inversión en subastas publicitarias, disminuyendo la competencia general y permitiendo a marcas medianas adquirir clientes de alta calidad a menor presión publicitaria.
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. I see so many folks when you have a thousand brands spending a million a day. And every business in the world that spends a million a day decides to not spend a penny. Think about how much more possibility there is to reach high-quality people.
Escúchalo en el minuto 5:53
Identificar creativos ganadores en anuncios flexibles comparando el volumen de comentarios por post ID
Medición y experimentosPara descubrir qué creativo específico está recibiendo la mayor entrega dentro de un formato de anuncio flexible, se puede auditar la sección de comentarios por Post ID y aislar la variante que concentre anomalías masivas de interacciones o comentarios frente a las demás.
performing the best. Yeah, you're never going to see which creative in the flexible ad set is performing the best. but one of the easiest tricks to this thing is just start to document the post IDs of all of the ads when you go and just build an active ad stock of all of them. And the one if you have a comment section where you're documenting your ads of ads, you see seven ads that went live on October 11th. 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 42:52
Oferta y precioLos clientes captados mediante ofertas de mayor ticket o upsells tienen una probabilidad de recompra exponencialmente superior a la de aquellos atraídos por rebajas de precio, las cuales dañan la percepción de marca y acostumbran a una audiencia de bajo valor.
And the folks that spend more money then are far, far more likely to come back and buy from you. As a matter of fact, 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. If you were to come to me and take a For you, I'm going to mark it 50% off." You're immediately like, your first thought might be, "Wow, that's a great deal." Your second thought is going to be, "Well, why what why what How can you afford to sell it 50% off? Why isn't this…
Escúchalo en el minuto 53:05
Oferta y precioEn negocios B2B, las ofertas de alto valor (high-ticket) convierten bien a final de año cuando se posicionan como gastos deducibles de impuestos antes del cierre del ejercicio fiscal.
Q5 can work for B2B during holiday mode um if what you have is a high-ticket offer, so that business can get a tax write-off, 100% can work. I'm I'm doing program 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. And uh hey, look, at that
Escúchalo en el minuto 31:10
Priorizar el volumen de ventas e ingresos netos sobre la optimización extrema de la eficiencia
Medición y experimentosBuscar una eficiencia excesiva en canales de adquisición y contacto suele limitar el techo de ingresos del negocio; operar con mayor agresividad para captar más volumen de ventas reduce la necesidad de mantener métricas de eficiencia artificialmente altas.
the other part of this was be way more aggressive. You are not sending enough emails. You are too efficient on your Google search. You are not your ACOS is not like 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 48:30
Mensaje y copywritingUn video o presentación de alto impacto debe comenzar con una promesa explícita que garantice el máximo retorno sobre el tiempo y atención del espectador, continuar con presentación y casos de estudio para validar autoridad, y posteriormente desarrollar el contenido práctico o táctico.
starts as simple as this, like the the best place to start is with a promise. And I know that your time and energy is the most valuable asset you have, and I promise to give you the best possible ROI for your time and attention today. Then I introduce myself, I show you a couple of case studies, and then I show you how to scale your business. It's
Escúchalo en el minuto 25:22
Evaluar la distribución algorítmica mediante CPM y frecuencia en lugar de enfocarse solo en el pitch
Medición y experimentosPara escalar campañas publicitarias de manera consistente, no es suficiente buscar únicamente el mejor argumento de ventas; es indispensable analizar métricas como el CPM y la frecuencia para entender cómo el algoritmo de la plataforma está distribuyendo y consumiendo los anuncios.
The fact that people aren't looking at, you know, CPMs and frequency and understanding how the platform is using their ads and just trying to focus on well, what's the best sales pitch and just constantly scaling that is it's
Escúchalo en el minuto 13:41
Mitigación de riesgos en Meta Ads para productos informativos en nichos regulados
Canales de adquisiciónAl publicitar contenidos o newsletters en nichos sensibles como inversiones o criptomonedas en Meta, conviene optar por la vía segura marcando la categoría especial de servicios financieros, o bien testear en paralelo una cuenta/página secundaria sin marcar para comparar resultados y riesgo de penalización.
be totally honest with you, Paulo. I um 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
Escúchalo en el minuto 14:48
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.