Marketero · Entrevistas
Meta Ads Q&A Session (How to Audit a Facebook Ads Campaign)
45 ideas de marketing sacadas de «Meta Ads Q&A Session (How to Audit a Facebook Ads Campaign)», de DTC Podcast. Sobre todo de canales de adquisición…
- 45 ideas despiezadas
- Fuente DTC Podcast
- Dura 1 h 18 min
- Publicada en 2024
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Medición y experimentosConfigurar atribucion en 7-day click purchase permite ver solo las conversiones reales por clic y evitar el ruido de view-through attribution. Esto es clave para detectar riesgos de overspend: si al cambiar a view attribution las compras se disparan, significa que el sistema esta crediteando ventas que no fueron clicadas.
sday click purchases so they're not view purchases which is a good sign too um watch for when you're increasing like that's that's where the risk of these actually adding value and if they're in prospecting you know probably more value than say like retargeting view purchases it's hard to really know if that did make the impact someone didn't click through but we know if they click through then they they've engaged with it to a pretty powerful extent the
Escúchalo en el minuto 8:54
Medición y experimentosConfigurar atribucion en 7-day click purchase permite ver solo las conversiones reales por clic y evitar el ruido de view-through attribution. Esto es clave para detectar riesgos de overspend: si al cambiar a view attribution las compras se disparan, significa que el sistema esta crediteando ventas que no fueron clicadas.
sday click purchases so they're not view purchases which is a good sign too um watch for when you're increasing like that's that's where the risk of these actually adding value and if they're in prospecting you know probably more value than say like retargeting view purchases it's hard to really know if that did make the impact someone didn't click through but we know if they click through then they they've engaged with it to a pretty powerful extent the
Escúchalo en el minuto 8:54
Medición y experimentosAuditoria rapida de campana Meta: (1) cambiar atribucion a 7-day click para ver metricas reales; (2) break down por placement para detectar desktop view attribution; (3) verificar si purchases son click vs. view sales; (4) break down por demograficos para identificar patrones de edad; (5) comparar con datos propios de clientes para validar alineamiento.
vertical bar one and then you click on settings down there you can throw 7day click if you check that one on and then apply that it's going to give you if you go over to purchases again uh which I think yes if you go to cost even cost per results so there you go so those are sday click purchases so they're not view the horizontal columns there if you click on that you can kind of break down by different things you can break down by placement um which is cool so you can see where these sales happened um so none of them really look typically a pretty big uh view attribution issue so you know…
Escúchalo en el minuto 8:33
Medición y experimentosAuditoria rapida de campana Meta: (1) cambiar atribucion a 7-day click para ver metricas reales; (2) break down por placement para detectar desktop view attribution; (3) verificar si purchases son click vs. view sales; (4) break down por demograficos para identificar patrones de edad; (5) comparar con datos propios de clientes para validar alineamiento.
vertical bar one and then you click on settings down there you can throw 7day click if you check that one on and then apply that it's going to give you if you go over to purchases again uh which I think yes if you go to cost even cost per results so there you go so those are sday click purchases so they're not view the horizontal columns there if you click on that you can kind of break down by different things you can break down by placement um which is cool so you can see where these sales happened um so none of them really look typically a pretty big uh view attribution issue so you know…
Escúchalo en el minuto 8:33
Test A/B pequeno con muestra insuficiente no es concluyente
Medición y experimentosCon datos de solo unos pocos dias de campaign y spend limitado, los patrones demograficos no son estadisticamente significativos. La conclusion correcta es 'necesita mas testing', no 'la audiencia 25-35 es mejor que 35-55'.
testing yeah obviously very small sample size um so it's hard to it's hard to pull data this ear but whatever I was going to take that question it's good to know it's good context true but I guess question for Taylor on behalf of Drew you're talking about um uh customizing your demographics by age in a case like this where you see purchases skewing towards older demographics like
Escúchalo en el minuto 17:09
Test A/B pequeno con muestra insuficiente no es concluyente
Medición y experimentosCon datos de solo unos pocos dias de campaign y spend limitado, los patrones demograficos no son estadisticamente significativos. La conclusion correcta es 'necesita mas testing', no 'la audiencia 25-35 es mejor que 35-55'.
testing yeah obviously very small sample size um so it's hard to it's hard to pull data this ear but whatever I was going to take that question it's good to know it's good context true but I guess question for Taylor on behalf of Drew you're talking about um uh customizing your demographics by age in a case like this where you see purchases skewing towards older demographics like
Escúchalo en el minuto 17:09
El algoritmo de Meta prioriza automaticamente el mejor anuncio del set
Canales de adquisiciónMeta asigna automaticamente mas spend al anuncio que genera mas link clicks dentro de un mismo ad set. Esto significa que el sistema detecta rapidamente cual variante funciona y lo escala, sin necesidad de intervencion manual.
set meta based on the number of Link clicks definitely prioritize spend to that ad so the system picked it up pretty quick as well which is a good
Escúchalo en el minuto 7:53
El algoritmo de Meta prioriza automaticamente el mejor anuncio del set
Canales de adquisiciónMeta asigna automaticamente mas spend al anuncio que genera mas link clicks dentro de un mismo ad set. Esto significa que el sistema detecta rapidamente cual variante funciona y lo escala, sin necesidad de intervencion manual.
set meta based on the number of Link clicks definitely prioritize spend to that ad so the system picked it up pretty quick as well which is a good
Escúchalo en el minuto 7:53
Desglosar resultados por placement para detectar view attribution en desktop
Medición y experimentosAl breakdown por placement se detectan anomalias: el placement de desktop Facebook donde el anuncio aparece en la esquina derecha de la pantalla genera muchas view-attributed sales que probablemente no fueron vistas. Ninguna compra proviene de ese placement, lo que indica que se esta sobreestimando su impacto.
the horizontal columns there if you click on that you can kind of break down by different things you can break down by placement um which is cool so you can see where these sales typically a pretty big uh view attribution issue so you know it's it's that one like on desktop where if you're on Facebook it's like way off in the right corner and it's yeah if you get a view sale on that like do people really see it that's kind of the the question right so um these are just some tips for
Escúchalo en el minuto 9:38
Desglosar resultados por placement para detectar view attribution en desktop
Medición y experimentosAl breakdown por placement se detectan anomalias: el placement de desktop Facebook donde el anuncio aparece en la esquina derecha de la pantalla genera muchas view-attributed sales que probablemente no fueron vistas. Ninguna compra proviene de ese placement, lo que indica que se esta sobreestimando su impacto.
the horizontal columns there if you click on that you can kind of break down by different things you can break down by placement um which is cool so you can see where these sales typically a pretty big uh view attribution issue so you know it's it's that one like on desktop where if you're on Facebook it's like way off in the right corner and it's yeah if you get a view sale on that like do people really see it that's kind of the the question right so um these are just some tips for
Escúchalo en el minuto 9:38
No puedes targeting intereses sensibles como 'blood sugar' en Meta
Canales de adquisiciónMeta no permite intereses relacionados con condiciones de salud sensibles. 'Blood sugar' y similares no estan disponibles como targeting options. En su lugar, la marca uso biohacking, continuous glucose monitors, y intereses de premium CPG como proxies para alcanzar a la audiencia correcta.
to we were trying to do stuff that we couldn't do which is like interested in blood sugar which you you can't do anything around that um so instead we did biohacking and then we did um I think some stuff based off of like kind of more premium UDS um so I'm wondering if there's like a better way to go about choosing interests or if maybe we should
Escúchalo en el minuto 23:03
No puedes targeting intereses sensibles como 'blood sugar' en Meta
Canales de adquisiciónMeta no permite intereses relacionados con condiciones de salud sensibles. 'Blood sugar' y similares no estan disponibles como targeting options. En su lugar, la marca uso biohacking, continuous glucose monitors, y intereses de premium CPG como proxies para alcanzar a la audiencia correcta.
to we were trying to do stuff that we couldn't do which is like interested in blood sugar which you you can't do anything around that um so instead we did biohacking and then we did um I think some stuff based off of like kind of more premium UDS um so I'm wondering if there's like a better way to go about choosing interests or if maybe we should
Escúchalo en el minuto 23:03
View-through attribution en desktop Facebook infla metricas de manera artificial
Medición y experimentosEl placement de desktop Facebook en Meta tiene view attribution extrema porque el anuncio aparece en la esquina derecha y es facilmente ignorado. Ver picos de compras al cambiar a view attribution no significa que esas ventas sean reales: probablemente son sobrecredititos. El riesgo de overspend aparece cuando view purchases representan un porcentaje alto del total.
sday click purchases so they're not view purchases which is a good sign too um that's like one of the bigger Flags to watch for when you're increasing like that's that's where the risk of typically a pretty big uh view attribution issue so you know it's it's that one like on desktop where if you're on Facebook it's like way off in the right corner and it's yeah if you get a view sale on that like do people really see it that's kind of the the question
Escúchalo en el minuto 8:54
Nombrar campañas con emojis para identificar rápido en Ads Manager
Canales de adquisiciónIncluir emojis en los nombres de las campañas y conjuntos de anuncios facilita la navegación y el reconocimiento visual en Meta Ads Manager, especialmente cuando se corren múltiples variaciones de un mismo anuncio con distintos testimonios y colores.
these graphs mean um and automatically recognize this branding behind you know continuous gcos monitors has been like a huge customer base for us um because they get the product and they get that it works they can watch it working in real times they can watch their blood
Escúchalo en el minuto 1:01
Nombrar campañas con emojis para identificar rápido en Ads Manager
Canales de adquisiciónIncluir emojis en los nombres de las campañas y conjuntos de anuncios facilita la navegación y el reconocimiento visual en Meta Ads Manager, especialmente cuando se corren múltiples variaciones de un mismo anuncio con distintos testimonios y colores.
these graphs mean um and automatically recognize this branding behind you know continuous gcos monitors has been like a huge customer base for us um because they get the product and they get that it works they can watch it working in real times they can watch their blood
Escúchalo en el minuto 1:01
Testear audiences amplios vs. restringidos por edad con A/B test
Canales de adquisiciónEn lugar de restringir la audiencia desde el inicio, hacer un test A/B paralelo: audience de todas las edades vs. solo 35+ con el mismo creativo. Esto permite validar si la restriccion mejora resultados sin sacrificar el aprendizaje del algoritmo de Meta ni cortar segmentos de audience que podrian responder bien.
one test I think it would data like on the organic end that conflicts with like what we see here like can you know conflicts and quotations it's just different I would probably wait until it looks like it's becoming a a pattern as far as like and and that looks different for different brands um the cool thing is I mean you can always open up testing alongside so like you like a tactical AB where you're AB testing all ages versus just a a 35 Plus for example um and use the same content and then see what happens and then if there's clear learning you could then open it up to different type of…
Escúchalo en el minuto 17:45
Testear audiences amplios vs. restringidos por edad con A/B test
Canales de adquisiciónEn lugar de restringir la audiencia desde el inicio, hacer un test A/B paralelo: audience de todas las edades vs. solo 35+ con el mismo creativo. Esto permite validar si la restriccion mejora resultados sin sacrificar el aprendizaje del algoritmo de Meta ni cortar segmentos de audience que podrian responder bien.
one test I think it would data like on the organic end that conflicts with like what we see here like can you know conflicts and quotations it's just different I would probably wait until it looks like it's becoming a a pattern as far as like and and that looks different for different brands um the cool thing is I mean you can always open up testing alongside so like you like a tactical AB where you're AB testing all ages versus just a a 35 Plus for example um and use the same content and then see what happens and then if there's clear learning you could then open it up to different type of…
Escúchalo en el minuto 17:45
Canales de adquisiciónMeta optimiza el gasto hacia el mejor performer automaticamente si se le da espacio para aprender. audiencias amplias permiten al algoritmo descubrir donde estan las conversiones; restringir demasiado temprano corta ese aprendizaje. Los CPMs mas bajos y mayores tasas de conversion en anuncios estaticos se observan cuando se deja correr sin restricciones.
just like kind of roughly you end up with a lower CPM from more static style ads um and often the conversion ratees higher so they can be a pretty good set meta based on the number of Link clicks definitely prioritize spend to that ad so the system picked it up pretty quick as well which is a good days is I tend to this and this is just a gut check again I tend to typically see more success from running like broader in the audience setting itself so like whether that's using interest look likes or like just opened up to the the geographic but tightening at the age like setting age parameters…
Escúchalo en el minuto 3:12
Canales de adquisiciónMeta optimiza el gasto hacia el mejor performer automaticamente si se le da espacio para aprender. audiencias amplias permiten al algoritmo descubrir donde estan las conversiones; restringir demasiado temprano corta ese aprendizaje. Los CPMs mas bajos y mayores tasas de conversion en anuncios estaticos se observan cuando se deja correr sin restricciones.
just like kind of roughly you end up with a lower CPM from more static style ads um and often the conversion ratees higher so they can be a pretty good set meta based on the number of Link clicks definitely prioritize spend to that ad so the system picked it up pretty quick as well which is a good days is I tend to this and this is just a gut check again I tend to typically see more success from running like broader in the audience setting itself so like whether that's using interest look likes or like just opened up to the the geographic but tightening at the age like setting age parameters…
Escúchalo en el minuto 3:12
Mensaje y copywritingAnuncios estáticos simples con testimonios centrados en experiencia sensorial (sabor, textura, saciedad) outperforman a anuncios que enfatizan beneficios funcionales complejos. El color azul con testimonios sobre sabor generó las únicas compras del primer test, mientras que el anuncio con mensaje funcional sobre glucosa no generó ventas.
us we're lucky in that we've had good happy about that um but another you know that we're working on is our just our influencer marketing where we are just plateauing a little bit there is one that got purchases really just talked about how it tasted and the simple mostly just talks about like being full and like that they taste good nice this a great piece of content and yeah this is this is solid I don't texture and flavor and fullness I guess how much people loved it and how tasty
Escúchalo en el minuto 1:28
Mensaje y copywritingAnuncios estáticos simples con testimonios centrados en experiencia sensorial (sabor, textura, saciedad) outperforman a anuncios que enfatizan beneficios funcionales complejos. El color azul con testimonios sobre sabor generó las únicas compras del primer test, mientras que el anuncio con mensaje funcional sobre glucosa no generó ventas.
us we're lucky in that we've had good happy about that um but another you know that we're working on is our just our influencer marketing where we are just plateauing a little bit there is one that got purchases really just talked about how it tasted and the simple mostly just talks about like being full and like that they taste good nice this a great piece of content and yeah this is this is solid I don't texture and flavor and fullness I guess how much people loved it and how tasty
Escúchalo en el minuto 1:28
Canales de adquisiciónSi los datos de Meta ads difieren de los datos propios de clientes, no cambiar la estructura de audiencia inmediatamente. Esperar a que se confirme un patron y luego testear con A/B. Las restricciones tempranas limitan el aprendizaje del algoritmo y cortan segmentos de audience que podrian responder.
one test I think it would be especially given that you guys have data like on the organic end that conflicts with like what we see here like can you know conflicts and quotations it's just different I would probably wait until it looks like it's becoming a a pattern as far as like and and that looks different for different brands um the cool thing is I mean you can always open up testing alongside so like you could for example at one point get into it's set up I I wouldn't change it out of the gate um because there's also a benefit to having the system help learn on where it thinks it can…
Escúchalo en el minuto 17:45
Canales de adquisiciónSi los datos de Meta ads difieren de los datos propios de clientes, no cambiar la estructura de audiencia inmediatamente. Esperar a que se confirme un patron y luego testear con A/B. Las restricciones tempranas limitan el aprendizaje del algoritmo y cortan segmentos de audience que podrian responder.
one test I think it would be especially given that you guys have data like on the organic end that conflicts with like what we see here like can you know conflicts and quotations it's just different I would probably wait until it looks like it's becoming a a pattern as far as like and and that looks different for different brands um the cool thing is I mean you can always open up testing alongside so like you could for example at one point get into it's set up I I wouldn't change it out of the gate um because there's also a benefit to having the system help learn on where it thinks it can…
Escúchalo en el minuto 17:45
Usar GA para extraer intereses de la audiencia real del sitio
Canales de adquisiciónDesde Google Analytics se puede extraer una desagregacion de audiencia del sitio web y usarla para construirinterest audiences en Meta. Esto es mas rapido que buscar manualmente: basta con hacer busquedas rapidas en GA. Los intereses resultante suelen ser mas broad pero validos para testing.
other one with interest too is if you have GA set up um you can go in there and pull like sitewide audience data so it's probably just a bit of quick Google searching but if you run into any issues feel free to follow up and and I can uh shoot you some like screenshots about where to find it directly but um you can you can basically get an audience breakdown they're usually a little bit more broad but you might find some interesting ones they might look similar to this they might look different and then you can
Escúchalo en el minuto 25:24
Usar GA para extraer intereses de la audiencia real del sitio
Canales de adquisiciónDesde Google Analytics se puede extraer una desagregacion de audiencia del sitio web y usarla para construirinterest audiences en Meta. Esto es mas rapido que buscar manualmente: basta con hacer busquedas rapidas en GA. Los intereses resultante suelen ser mas broad pero validos para testing.
other one with interest too is if you have GA set up um you can go in there and pull like sitewide audience data so it's probably just a bit of quick Google searching but if you run into any issues feel free to follow up and and I can uh shoot you some like screenshots about where to find it directly but um you can you can basically get an audience breakdown they're usually a little bit more broad but you might find some interesting ones they might look similar to this they might look different and then you can
Escúchalo en el minuto 25:24
Excluir visitors y customers del prospecting sin afectar escala si la base es pequena
Canales de adquisiciónExcluir site visitors y customers del prospecting es correcto para no desperdiciar spend en personas que ya conocen la marca. Mientras esas audiencias no esten maxadas, no deberia haber overlap con el prospecting audience, especialmente en marcas pequenas con base de datos limitada.
stuff so you're excluding customers and site visitors so technically you shouldn't be hitting any visitors as long as those are like maxed out as as far as that but it should be pretty aligned um like site visitor down you shouldn't technically be reaching with this structure the yeah I think like a a big one that um as far as targeting goes I like to break up different ones and there's a couple of tests you could run
Escúchalo en el minuto 26:05
Excluir visitors y customers del prospecting sin afectar escala si la base es pequena
Canales de adquisiciónExcluir site visitors y customers del prospecting es correcto para no desperdiciar spend en personas que ya conocen la marca. Mientras esas audiencias no esten maxadas, no deberia haber overlap con el prospecting audience, especialmente en marcas pequenas con base de datos limitada.
stuff so you're excluding customers and site visitors so technically you shouldn't be hitting any visitors as long as those are like maxed out as as far as that but it should be pretty aligned um like site visitor down you shouldn't technically be reaching with this structure the yeah I think like a a big one that um as far as targeting goes I like to break up different ones and there's a couple of tests you could run
Escúchalo en el minuto 26:05
Agrupar interests en stacks tematicos en lugar de testearlos uno por uno
Canales de adquisiciónAgrupar interests en stacks categorias (ej: energy bar + protein, o biohacking + organic food) y testear stacks entre si produce audiences mas escalables que testear intereses individuales. Meta sugiere nuevos interests via el boton de suggestions: agruparlos y testearlos contra los cinco principales del ranking.
you click the suggestions button there um what it's going to do is it's going to pop up like if these are working it's gonna give you a bunch more yeah so them by like Clarity if I'm testing between them so like I might group the house and comes together and tests that against like energy bar and protein um or energy bar and organic food some different stuff like that um and then or the other thing we do sometimes we go by the like the order that meta gives us them so we might pick like the top five and test those in a stack against the next five and sometimes those become some of the most…
Escúchalo en el minuto 24:39
Agrupar interests en stacks tematicos en lugar de testearlos uno por uno
Canales de adquisiciónAgrupar interests en stacks categorias (ej: energy bar + protein, o biohacking + organic food) y testear stacks entre si produce audiences mas escalables que testear intereses individuales. Meta sugiere nuevos interests via el boton de suggestions: agruparlos y testearlos contra los cinco principales del ranking.
you click the suggestions button there um what it's going to do is it's going to pop up like if these are working it's gonna give you a bunch more yeah so them by like Clarity if I'm testing between them so like I might group the house and comes together and tests that against like energy bar and protein um or energy bar and organic food some different stuff like that um and then or the other thing we do sometimes we go by the like the order that meta gives us them so we might pick like the top five and test those in a stack against the next five and sometimes those become some of the most…
Escúchalo en el minuto 24:39
Mensaje y copywritingEn el primer test de ads de la marca, el unico anuncio que genero compras fue el que se centraba exclusivamente en sabor, textura y satisfaccion (el anuncio rosa). El anuncio que enfatizaba estabilidad de glucosa no genero ventas. Esto desafia la intuicion del equipo, que esperaba que los beneficios funcionales funcionaran mejor.
us we're lucky in that we've had good happy about that um but another you know that we're working on is our just our influencer marketing where we are just plateauing a little bit there is one that got purchases really just talked about how it tasted and the texture and flavor and fullness I guess it because that was the ad that really the pink ad was like truly just about how much people loved it and how tasty it was and orange was really like you know keeps my glucose stable almost all of the ads the testimonials rather there that we used there was all about blood sugar versus blue was like…
Escúchalo en el minuto 1:28
Mensaje y copywritingEn el primer test de ads de la marca, el unico anuncio que genero compras fue el que se centraba exclusivamente en sabor, textura y satisfaccion (el anuncio rosa). El anuncio que enfatizaba estabilidad de glucosa no genero ventas. Esto desafia la intuicion del equipo, que esperaba que los beneficios funcionales funcionaran mejor.
us we're lucky in that we've had good happy about that um but another you know that we're working on is our just our influencer marketing where we are just plateauing a little bit there is one that got purchases really just talked about how it tasted and the texture and flavor and fullness I guess it because that was the ad that really the pink ad was like truly just about how much people loved it and how tasty it was and orange was really like you know keeps my glucose stable almost all of the ads the testimonials rather there that we used there was all about blood sugar versus blue was like…
Escúchalo en el minuto 1:28
Caso resist: anuncio rosa gano al naranja por copy de sabor, no por funcional
Mensaje y copywritingresist nutrition bars hizo su primer test con 3 variantes de static ads cambiando solo testimonios, color y copy. El anuncio rosa (color no elegido originalmente) gano con diferencia: genero todas las compras. Su copy se centraba unicamente en sabor, textura y satisfaccion. El anuncio naranja con beneficios funcionales sobre glucosa no genero ventas. La conclusion: los beneficios funcionales que son el nucleo del…
us we're lucky in that we've had good returning customer rate um at the 30-day Mark it's around 45% um kind of returning again so really happy about that um but another you know success rate is or another like metric that we're working on is is our just our flywheel like we know that we're we've reached a point with our organic marketing and our brand Partnerships and our influencer marketing where we are just plateauing a little bit there is one that got purchases really just talked about how it tasted and the texture and flavor and fullness I guess it because that was the ad that really the…
Escúchalo en el minuto 1:28
Caso resist: anuncio rosa gano al naranja por copy de sabor, no por funcional
Mensaje y copywritingresist nutrition bars hizo su primer test con 3 variantes de static ads cambiando solo testimonios, color y copy. El anuncio rosa (color no elegido originalmente) gano con diferencia: genero todas las compras. Su copy se centraba unicamente en sabor, textura y satisfaccion. El anuncio naranja con beneficios funcionales sobre glucosa no genero ventas. La conclusion: los beneficios funcionales que son el nucleo del…
us we're lucky in that we've had good returning customer rate um at the 30-day Mark it's around 45% um kind of returning again so really happy about that um but another you know success rate is or another like metric that we're working on is is our just our flywheel like we know that we're we've reached a point with our organic marketing and our brand Partnerships and our influencer marketing where we are just plateauing a little bit there is one that got purchases really just talked about how it tasted and the texture and flavor and fullness I guess it because that was the ad that really the…
Escúchalo en el minuto 1:28
Testear video UGC contra static ads por demografico
Canales de adquisiciónLa founder quiere entender si video UGC con年轻的presentadores funciona mejor para la demografica 25-35 mientras que static ads con testimonios funcionan para 35+. Un test estructurado por demografico y formato permitira responder esa pregunta antes de escalar.
content versus video because I do wonder if there's like a clear difference um for the younger demographic with video versus kind of like this is a gift but yeah definitely got to try more I like love the testing element of this I think it's like a lot more fun than I was expecting I think I was expecting a lot more stress and um yeah this is actually has been a really fun experience for me that's awesome to hear that's how I
Escúchalo en el minuto 20:06
Testear video UGC contra static ads por demografico
Canales de adquisiciónLa founder quiere entender si video UGC con年轻的presentadores funciona mejor para la demografica 25-35 mientras que static ads con testimonios funcionan para 35+. Un test estructurado por demografico y formato permitira responder esa pregunta antes de escalar.
content versus video because I do wonder if there's like a clear difference um for the younger demographic with video versus kind of like this is a gift but yeah definitely got to try more I like love the testing element of this I think it's like a lot more fun than I was expecting I think I was expecting a lot more stress and um yeah this is actually has been a really fun experience for me that's awesome to hear that's how I
Escúchalo en el minuto 20:06
Crear contenido especifico para la demografia de alto LTV
Canales de adquisiciónDado que los mejores clientes por LTV estan en 35+ y el contenido actual con founders jovenes skewea hacia 25-35, la siguiente iteracion deberia incluir creatividades con representacion visual que refleje al segmento 35+ femenino. Si el objetivo es scale + LTV, no basta con ads genericos.
little bit more versus like this is an ad and nobody can see us and I think it does lend itself to like I don't know that we're getting more of that older crowd because it's I think when you see someone who looks like you you're like oh this product might be for me um whereas here I think there there's no issue with that I don't know that's just an idea maybe could be something else but definitely needs more of keep that going while opening up contrast and the other ones to try to solve those too um like that's that's typically how I would how I would look at it yeah I love the idea of doing…
Escúchalo en el minuto 16:41
Crear contenido especifico para la demografia de alto LTV
Canales de adquisiciónDado que los mejores clientes por LTV estan en 35+ y el contenido actual con founders jovenes skewea hacia 25-35, la siguiente iteracion deberia incluir creatividades con representacion visual que refleje al segmento 35+ femenino. Si el objetivo es scale + LTV, no basta con ads genericos.
little bit more versus like this is an ad and nobody can see us and I think it does lend itself to like I don't know that we're getting more of that older crowd because it's I think when you see someone who looks like you you're like oh this product might be for me um whereas here I think there there's no issue with that I don't know that's just an idea maybe could be something else but definitely needs more of keep that going while opening up contrast and the other ones to try to solve those too um like that's that's typically how I would how I would look at it yeah I love the idea of doing…
Escúchalo en el minuto 16:41
Framing con pregunta en headline genera mayor engagement y CTR
Mensaje y copywritingHeadlines en formato de pregunta con beneficios immediatos (ej: 'Lets balance your snacking, shall we') generan mayor click-through rate que statements declarativos. Este headline gano en tests previos del sitio web y del popup de la marca, y fue el unico que genero compras en el test de Meta ads.
and yeah this is this is solid I don't really have much to say it's called you've got the question too in the I like the framing of the question as well through the benefit in the headline that's probably pretty valuable for getting people to click through made me feel confident in the kind of GIF style um but it has also made me really think about talking more about texture and flavor and fullness I guess the also the one that won on our popup which was let's balance your snacking shall we um and so I think you're probably right something about questions keeps people
Escúchalo en el minuto 12:04
Framing con pregunta en headline genera mayor engagement y CTR
Mensaje y copywritingHeadlines en formato de pregunta con beneficios immediatos (ej: 'Lets balance your snacking, shall we') generan mayor click-through rate que statements declarativos. Este headline gano en tests previos del sitio web y del popup de la marca, y fue el unico que genero compras en el test de Meta ads.
and yeah this is this is solid I don't really have much to say it's called you've got the question too in the I like the framing of the question as well through the benefit in the headline that's probably pretty valuable for getting people to click through made me feel confident in the kind of GIF style um but it has also made me really think about talking more about texture and flavor and fullness I guess the also the one that won on our popup which was let's balance your snacking shall we um and so I think you're probably right something about questions keeps people
Escúchalo en el minuto 12:04
Mensaje y copywritingLos clientes historicos de la marca se concentran en el rango 35-55 anos con fuerte presencia de mujeres en perimenopausia y comunidad de PCOS. Sin embargo, las compras de ads skewean hacia 25-35. Esto se atribuye a que el contenido organico (con founders jovenes) resuena con audiencias mas jovenes, y el formato de anuncio 'no se puede ver a los founders' elimina ese sesgo.
they no yeah we can see it okay so 35 Plus yeah um so that's interesting um demographics honestly no um our current customer base really like lives here 35 to 55 um but we have like a whole other customer base that is here um that is just young women versus all of our male cohort is older um I feel like this is is surprising to young and I think that our faces the way that we talk resonates with this crowd a little bit more versus like this is an ad and nobody can see us and I think it does lend itself to like I don't know that we're getting more of that older crowd because it's I think when…
Escúchalo en el minuto 13:39
Tasa de recompra a 30 días ~45%
Retención y relación con el clienteEn una marca de nutrition bars enfocada en salud de azúcar en sangre, la tasa de clientes que repiten compra a los 30 días es aproximadamente 45%. Es un benchmark fuerte para productos de consumo con propuesta de salud funcional.
returning customer rate um at the 30-day 45% um kind of returning again so really keep up with our D Toc growth um considering that we weren't doing ads so
Escúchalo en el minuto 1:30
Tasa de recompra a 30 días ~45%
Retención y relación con el clienteEn una marca de nutrition bars enfocada en salud de azúcar en sangre, la tasa de clientes que repiten compra a los 30 días es aproximadamente 45%. Es un benchmark fuerte para productos de consumo con propuesta de salud funcional.
returning customer rate um at the 30-day 45% um kind of returning again so really keep up with our D Toc growth um considering that we weren't doing ads so
Escúchalo en el minuto 1:30
CPM de referencia ~$40 en primera campaña Meta
Canales de adquisiciónEn el primer test de Meta Ads de una marca CPG pequeña (nutrition bars), el CPM observado fue aproximadamente $40. Se identifica como un benchmark razonable para evaluar eficiencia de gasto en campañas nuevas.
$40 um it's good for benchmarking oh testing stage we're realistic about what
Escúchalo en el minuto 2:54
Los mejores clientes por LTV estan en el segmento 35+ femenino
Mensaje y copywritingDentro de la base de clientes de la marca, las High Spenders y clientes con mayor lifetime value se encuentran en el segmento 35+ femenino (comunidad de perimenopausia, PCOS, resistencia a insulina). Este segmento fue alcanzado originalmente via contenido organico y partnerships antes de ads.
customers like into like the you know large spend High Spenders um are in this range too so it could be something that we just dive deeper into of like you know clearly the they their lifetime value is a lot stronger than here um but I think a lot of the the organic content we do is of me and my co-founder who are both really
Escúchalo en el minuto 16:11
CPM de referencia ~$40 en primera campaña Meta
Canales de adquisiciónEn el primer test de Meta Ads de una marca CPG pequeña (nutrition bars), el CPM observado fue aproximadamente $40. Se identifica como un benchmark razonable para evaluar eficiencia de gasto en campañas nuevas.
$40 um it's good for benchmarking oh testing stage we're realistic about what
Escúchalo en el minuto 2:54
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