Marketero · Entrevistas
What I Learned from One of Meta’s Top 100 Global Advertisers - Charley Tichenor IV - E65 [English]
68 ideas de marketing sacadas de «What I Learned from One of Meta’s Top 100 Global Advertisers - Charley Tichenor IV - E65 [English]», de Oski de…
- 68 ideas despiezadas
- Fuente Oski de Haciendola
- Dura 1 h 34 min
- Publicada en 2025
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Canales de adquisiciónUtilizar anuncios en colaboración (partnership ads o whitelisting) con creadores que no encajan en el perfil demográfico del comprador actual permite que los algoritmos distribuyan el producto hacia segmentos desatendidos a bajo costo (por ejemplo, mujeres promocionando marcas masculinas para que compren regalos a sus parejas).
One of my number recommendations for brands last year, this year and will be forever is run partnership ads. Whether it used to be white listing, you can now have a whole other tool called partnership. Get people who don't look like your customer to talk about your product. That ad will appeal and will be shown to people who don't look like the folks who are currently buying from you. That's a really really easy way to be way more successful. And I would definitely focus on that if we can um because it's a really cheap way to reach a whole bunch of new individuals. Um I 'm doing that right…
Escúchalo en el minuto 1:09:26
Canales de adquisiciónUtilizar anuncios en colaboración (partnership ads o whitelisting) con creadores que no encajan en el perfil demográfico del comprador actual permite que los algoritmos distribuyan el producto hacia segmentos desatendidos a bajo costo (por ejemplo, mujeres promocionando marcas masculinas para que compren regalos a sus parejas).
One of my number recommendations for brands last year, this year and will be forever is run partnership ads. Whether it used to be white listing, you can now have a whole other tool called partnership. Get people who don't look like your customer to talk about your product. That ad will appeal and will be shown to people who don't look like the folks who are currently buying from you. That's a really really easy way to be way more successful. And I would definitely focus on that if we can um because it's a really cheap way to reach a whole bunch of new individuals. Um I 'm doing that right…
Escúchalo en el minuto 1:09:26
La trampa de sobreoptimizar el ROAS en captación frente a mejorar el backend
Medición y experimentosLa venta inicial obtenida mediante anuncios pagados es por naturaleza la menos rentable del negocio; intentar forzar una eficiencia extrema en el top of funnel eleva el ROAS a costa de estrangular el volumen, mientras que el impacto real se logra optimizando la conversión de la web, el ticket promedio y la recompra por email.
Um the time and effort you spend on all of these other things could be spent on improving your conversion rate or your average order value or getting more people to buy a second time or getting better Um remember that Facebook ads are the top of funnel of your marketing efforts and they're essentially the least profitable sale your business will make. Trying to make the least profitable sale a lot better almost always translates to just really efficient sales, but at much lower volume. It is the least profitable way to make the business better. Um your ROAS will go up until you go out of…
Escúchalo en el minuto 1:24:59
Estructura 3:2:2 con Dynamic Creative en Facebook Ads
Canales de adquisiciónConfigura anuncios dinámicos en Facebook cargando 3 creatividades visuales, 2 textos principales y 2 titulares (método 3:2:2) para permitir que el algoritmo de la plataforma ensamble y optimice las mejores combinaciones automáticamente.
And uh so when I 'm using AI, my favorite AI for ads is the flexible ad function on Facebook. Give me three creatives, two primary texts, two headlines, build a 322 ad, let it build the thing together. We call it dynamic creative. That's the greatest ad AI on the face of planet outside of maybe catalog.
Escúchalo en el minuto 1:05:46
Canales de adquisiciónPara proteger el margen y evitar los costes inflados de las subastas publicitarias, se recomienda lanzar las promociones con semanas de antelación y cumplir la mayor parte del objetivo de facturación antes de Black Friday; el día del evento, la estrategia debe basarse en email marketing y retargeting de bajo presupuesto en lugar de adquisición agresiva.
Um and my number one piece of advice for Black Friday is you should launch your offer tomorrow. My number one tip for Black Friday is know how much money you want to make and try to make it all by November 1st. My favorite Black Friday move is to not spend a penny on Black Friday. Like spending money on Black Friday is awesome for the Shopify screenshot, terrible for the bank account. If I can make need to a million dollars on Black Friday, I'm going to try get 800,000 by the 1st of November. And then the other 200,000 by 4 Black Friday hits. And then on Black Friday I'm sending an email. And…
Escúchalo en el minuto 1:28:22
Priorizar el beneficio bruto por transacción en lugar del ROAS o el margen porcentual
Medición y experimentosEs preferible optimizar la adquisición publicitaria hacia el beneficio bruto por transacción (GPT) y el flujo de caja total en lugar de buscar un ROAS alto. Un producto de mayor ticket con un ROAS más bajo (ej. vender a $100 con $30 de CPA = 3.3x ROAS y $70 de ganancia) genera más dinero real en caja que un producto con ROAS alto pero menor margen absoluto (ej. vender a $50 con $10 de CPA = 5x ROAS y $40 de…
What I suggest people do is what I call GPT or gross profit per transaction, which is a outside of digital marketing actually an extraordinarily common way of measuring things. It's a fairly standard unit of finance. And really what we're trying to do is say what the average order value and how much did it cost to make a sale. And these are blended averages, right? So, in short if I have a $50 item and according to attribution, I made a sale for 10 bucks. Well, that means we have a ROAS of five and a profit of 40 which is great. The profit volume or the profit margin is 500%, but the amount…
Escúchalo en el minuto 13:49
Canales de adquisiciónEn lugar de limitar el retargeting a eventos estrechos como carritos abandonados (donde la mayoría ya decidió no comprar o compraría sin anuncios), conviene utilizar un 'retargeting amplio': dirigir la pauta a todas las personas que hayan visitado la web o interactuado con las redes sociales en los últimos 30 a 180 días. Esta audiencia ya es consciente del problema, de la marca y de la oferta, no ha tomado la…
And what I do here most often is I tell people to focus on what we call broad retargeting. So, instead, if we can focus our initial campaigns, like if I have 10 bucks a day, 100 bucks a week, whatever it is, I'm going to start by focusing my ads on the people who are already problem and brand solution aware. If we just focus on folks that have been to the website in last 30 days or engaged with or followed our Instagram account in that same amount of time, those folks are already problem, solution, and product or service aware. But unlike traditional retargeting where we're hitting people…
Escúchalo en el minuto 5:06
La velocidad de recompra supera al LTV absoluto en capacidad de crecimiento compuesto
Medición y experimentosEl plazo de tiempo hasta la segunda compra determina la velocidad de reinversión del capital en el negocio; un retorno menor cobrado en 7 días permite reinvertir ese flujo de caja continuamente y generar más crecimiento acumulado que un LTV más alto que tarda 9 meses en materializarse.
what the timeline is. Let's say 100% of people buy a second time, but it takes them 9 months to do so. But it means I have to wait 9 months to reinvest that additional revenue in the growth of my business. But I got that money again in a week. It takes me 7 days to reinvest in the growth of my business. And by the time 9 months goes by, I will have made far more money. On reinvesting that additional 5 or 10% over and over and again.
Escúchalo en el minuto 25:00
Evaluar la rentabilidad con métricas combinadas de negocio en lugar de atribución por plataforma
Medición y experimentosEl CPA real debe calcularse dividiendo el gasto total entre el total de transacciones globales del negocio, ignorando las cifras aisladas de atribución de plataformas como Facebook Ads; la meta fundamental es asegurar que el ticket promedio global (AOV) supere este CPA combinado.
I'm looking at the business as a whole. So if I run $1,000 and Facebook says I made one sale, my Facebook CPA might be 1,000. But if my business data made 1,000 sales Or 100 sales, or my actual CPA is 10. So in your business, it's average order value of all transactions. So if you want to know what your AOV is, it's simply total revenue divided by total transactions. That number should be larger than your CPA, which is total money spent divided by total amount of transactions. And all you're trying to do is push up the AOV or bring down the CPA. It's just increase the number of transactions…
Escúchalo en el minuto 48:21
Consolidar anuncios de distintas etapas en una misma campaña para evitar la canibalización
Canales de adquisiciónLos anuncios destinados a diferentes alturas del embudo deben coexistir dentro de una misma campaña (y los probados, en el mismo conjunto de anuncios), ya que las campañas independientes no se comunican entre sí y terminan compitiendo por la misma audiencia en vez de complementarse mediante la optimización algorítmica.
So you need a team where everybody's got a responsibility. Some ads sit higher in the funnel, some ads sit lower. And They should all exist together In the same campaign. You're proven ones even in the same ad set. Remember that campaigns don't talk to each other. So When you have multiple ads within a campaign, that campaign is deciding who to show what ad to in the sequence that they're showing it and when. When you have two ads and two separate campaigns, They are just competing for the same sale. They're going after the same person. So in the same campaign, they're complementary. And…
Escúchalo en el minuto 41:24
Optimizar la tasa de segunda compra como palanca principal del LTV
Retención y relación con el clientePara escalar un negocio de forma rentable, se debe medir la tasa de segunda compra e identificar los productos de entrada que mejor la fomentan, dado que un cliente que compra por segunda vez tiene una probabilidad drásticamente superior de realizar una tercera o cuarta compra en comparación con un comprador de una sola vez.
What I recommend people look at is what we call we second purchase rate. Look at the second purchase rate, meaning how often is somebody who buys this product likely to buy a second time? If this case is worth 50 bucks if 10% of people are likely to buy again, that means the LTV is 55. What matters is what the value of second transaction. Because customers who buy from you twice are far more likely to buy a third or fourth than anybody who buys once. And that kind of makes sense, but when we're trying to grow a business, you're trying to acquire folks who spend money with you more than one…
Escúchalo en el minuto 22:58
Medición y experimentosUn anuncio con métricas deficientes dentro de Facebook Ads (bajo ROAS o alto CPA) puede ser altamente rentable si atrae clientes nuevos incrementales que impulsan otros canales como búsqueda o email; por el contrario, un anuncio con métricas excelentes puede ser perjudicial si solo se atribuye ventas de retargeting a usuarios que ya iban a comprar.
If it earns spend and the ROAS is great and the CPA is great and the bottom line of business gets worse, it's a bad ad. If it earns spend and the metrics all look terrible, but I'm making 20% more money every day, it's a good ad. And that can absolutely happen if the ad looks bad because it's got a tremendous ability to reach net new individuals and it's the reason you're reaching 3 times as many new customers and that your search email is going bonkers. Whereas the ad that looks amazing might only be retargeting folks who are already ready to buy already. And the only reason it's good is…
Escúchalo en el minuto 36:02
Mantener diversidad creativa en lugar de forzar todo el presupuesto en un solo anuncio
Canales de adquisiciónNo se debe concentrar todo el presupuesto en un único anuncio aunque tenga el mejor CPA, ya que un anuncio individual no puede cumplir eficazmente todas las funciones del embudo (captar interés inicial versus cerrar ventas). Mantener una cartera de varios anuncios activos previene deseconomías de escala y protege la rentabilidad.
And you were teaching here in the program that Like It's not that you go all in with one ad that is has the best CPA because you burn it. Like you push it forward them. You know, got this economies of scale and then you start like burning the the profit and burning the a little bit the the edge that this has got and you have to like two or three four or five that it is more like Because then you have like more Suboptimal. creative diversity. And you're not asking that one ad to do all of the work. It might be the best closer, but it might not be the thing that you should go be knocking on…
Escúchalo en el minuto 37:58
Regla de rentabilidad a 30 días para evaluar la adquisición
Medición y experimentosEn lugar de basar la adquisición en el LTV teórico a largo plazo, conviene evaluar el beneficio generado por el cliente durante sus primeros 30 días en comparación con la suma del costo de adquisición (CAC) y el costo del producto (COGS), buscando idealmente una relación de 2 a 1.
So, I do you have like a rule of thumb because this guy like shared it like he started with this I think it was great because like this formula like your 30 great day gross profit should be like more or less two time times your CAC plus COGS. What Alex is trying to make simple is the idea that we're not looking at LTV. We're not looking at the total lifetime value. We're just looking at how much money does the customer pay you in 30 days? And if that is in a healthy way more money than what it costs you to make and sell the product and a two to one ratio, fantastic.
Escúchalo en el minuto 20:41
Medición y experimentosAplica el método científico en Facebook Ads utilizando una estructura de campaña única: mantén un conjunto de anuncios de control con creativos ganadores probados y lanza pruebas para comprobar únicamente si el algoritmo les asigna presupuesto y cómo impactan en el resultado financiero global del negocio.
So the one campaign structure says Facebook is a machine learning algorithm. What we are trying to do is present a control and then use the scientific method to see if we can change the outcome. So we have a winners ad set of proven ads for whatever offer it is. And then the purpose of other two tests is simple. When I launch this test, does it earn spend? And if so, what happens to the bottom line of business? So this is simply scientific method applied to a data machine. So let's just use the machine in way it was designed to be used.
Escúchalo en el minuto 35:30
Canales de adquisiciónUna cuenta publicitaria requiere un equipo equilibrado de creativos: los videos altamente atractivos son efectivos para captar atención y ampliar alcance en la parte alta del embudo (con menor intención de compra inmediata), mientras que las imágenes estáticas agresivas y directas cierran la conversión en la parte baja como último punto de contacto. Exigirle a los anuncios de conversión que hagan prospección fría…
So Generally speaking, really engaging videos are going to reach more and people who are less and likely to buy from you. But they're how you reach more people. Really aggressive static images Are going to be shown folks at the bottom of your marketing funnel over and again. And they're really efficient. But They need to be the last touch point in a customer journey. And if you ask those ads, the ones with best CPA and the best ROAS To go out and do all the upper funnel work, they're going to fail miserably. Because that's ultimately just not what they're good at. You need to have a…
Escúchalo en el minuto 46:06
Canales de adquisiciónAsigna entre el 5% y 10% del presupuesto a una campaña Advantage+ Shopping (o con cost caps) para reintroducir anuncios que ya se fatigaron en la campaña principal amplia; esto permite exprimir ventas residuales con bajo riesgo, siempre que haya volumen suficiente para superar la fase de aprendizaje.
Um if I can get that campaign out of the learning phase, I might spend five or 10 percent of my budget on that campaign with the ads that are no longer good enough for my one campaign. One of my favorite things to do is take all the ads that fatigued and throw them into Advantage Shopping or cost caps and just see if I can get anything more out of it because I know this ad isn't good for me anymore. So I'm basically it's like a second chance drawing to see if I can make any more cash. And if I get a cheap win on a negligible portion of my budget, awesome. If I have 100 dollars to say, I might…
Escúchalo en el minuto 56:57
Canales de adquisiciónEl algoritmo publicitario asigna el gasto a los anuncios que maximizan la permanencia y el consumo de los usuarios dentro de su red, no necesariamente a los que generan mayor rentabilidad al negocio. Que un anuncio absorba gran parte del presupuesto sin generar ventas directas significa que cumple el objetivo de Meta, por lo que el anunciante debe intervenir y no confiar ciegamente en la máquina.
It is not Facebook's Priority To make you the most amount of money. They are selling you Their user eyeballs In a business relationship Where your responsibility is to give their people an experience to keep them on the platform. Their responsibility Is to help curate user experiences to drive whatever to your whatever your business goals are. But if an ad earns a ton of spend and isn't good for your bottom line, That's probably because that ad meets Meta's business objective. And so they're spending on it because you let them. But anybody who earns a lot of spend and doesn't help your bottom…
Escúchalo en el minuto 43:15
Mensaje y copywritingEn publicidad digital, el mayor rendimiento de la IA se obtiene utilizándola como herramienta de investigación y redacción (probar titulares, textos principales y conceptos), en lugar de intentar producir creatividades visuales masivas; optimizar por volumen delegando todo el trabajo a la IA genera anuncios indiferenciados y de bajo valor.
One, how to use Nano Banana and Arc Ads to make really like unhinged creative and a second one talking about how way too many people try to get AI do all the heavy lifting, but most of the ads are shit. But all that to be said, um I think it is not worth people's time to try get really good at all of the AI platforms on making What I do think you should be doing is trying to understand what content works. I love using AI to write copy, to try see what headlines or primary texts or captions concepts people might be interested in. I love using AI as a research tool. Words matter the most. So…
Escúchalo en el minuto 1:03:31
Mensaje y copywritingEn publicidad digital, el mayor rendimiento de la IA se obtiene utilizándola como herramienta de investigación y redacción (probar titulares, textos principales y conceptos), en lugar de intentar producir creatividades visuales masivas; optimizar por volumen delegando todo el trabajo a la IA genera anuncios indiferenciados y de bajo valor.
One, how to use Nano Banana and Arc Ads to make really like unhinged creative and a second one talking about how way too many people try to get AI do all the heavy lifting, but most of the ads are shit. But all that to be said, um I think it is not worth people's time to try get really good at all of the AI platforms on making What I do think you should be doing is trying to understand what content works. I love using AI to write copy, to try see what headlines or primary texts or captions concepts people might be interested in. I love using AI as a research tool. Words matter the most. So…
Escúchalo en el minuto 1:03:31
Mensaje y copywritingEn publicidad digital, el mayor rendimiento de la IA se obtiene utilizándola como herramienta de investigación y redacción (probar titulares, textos principales y conceptos), en lugar de intentar producir creatividades visuales masivas; optimizar por volumen delegando todo el trabajo a la IA genera anuncios indiferenciados y de bajo valor.
One, how to use Nano Banana and Arc Ads to make really like unhinged creative and a second one talking about how way too many people try to get AI do all the heavy lifting, but most of the ads are shit. But all that to be said, um I think it is not worth people's time to try get really good at all of the AI platforms on making What I do think you should be doing is trying to understand what content works. I love using AI to write copy, to try see what headlines or primary texts or captions concepts people might be interested in. I love using AI as a research tool. Words matter the most. So…
Escúchalo en el minuto 1:03:31
Mensaje y copywritingEn publicidad digital, el mayor rendimiento de la IA se obtiene utilizándola como herramienta de investigación y redacción (probar titulares, textos principales y conceptos), en lugar de intentar producir creatividades visuales masivas; optimizar por volumen delegando todo el trabajo a la IA genera anuncios indiferenciados y de bajo valor.
One, how to use Nano Banana and Arc Ads to make really like unhinged creative and a second one talking about how way too many people try to get AI do all the heavy lifting, but most of the ads are shit. But all that to be said, um I think it is not worth people's time to try get really good at all of the AI platforms on making What I do think you should be doing is trying to understand what content works. I love using AI to write copy, to try see what headlines or primary texts or captions concepts people might be interested in. I love using AI as a research tool. Words matter the most. So…
Escúchalo en el minuto 1:03:31
Oferta y precioPara determinar qué producto debe promocionarse en los anuncios de captación, exporta el historial de transacciones, filtra a los clientes que han comprado más de una vez y analiza qué ítem adquirieron exactamente en su primera transacción para identificar los productos que detonan la recompra.
So if you want to grow a business, one of the things that I highly recommend people do is take a look at all the products you sell. If you go into your receipts and simply say, Just download every receipt, transaction from your Shopify or whatever. And what you need to know is the person's name. What they bought. Whether that transaction was a new or returning transaction, the date and the and the money. And then you can simply sort this by show me all of the customers who are repeat buyer, show me everything they bought when were a new customer. And you're going to find all of the items that…
Escúchalo en el minuto 26:06
El escalado publicitario proviene de pocos anuncios con gran volumen de inversión
Canales de adquisiciónEl éxito y la rentabilidad en publicidad pagada no se logran dispersando el presupuesto en cientos de micropruebas o anuncios pequeños, sino identificando unos pocos creativos duraderos capaces de sostener y absorber cientos de miles de dólares de inversión publicitaria a lo largo del tiempo.
But the bottom line is the ads that make you the most money are the ones that have been running for a long time. So uh the path to success is not hundreds and of ads that all spend a thousand bucks. It's getting a couple of ads that spend $100,000 a piece.
Escúchalo en el minuto 1:23:43
Medición y experimentosEn lugar de optimizar hacia métricas vanidosas como un CPA mínimo o un ROAS artificial vendiendo productos baratos, la ventaja competitiva reside en vender ofertas de mayor valor. Aunque el costo por adquisición se triplique, el beneficio neto absoluto es superior y permite escalar el presupuesto publicitario total, aumentando el tráfico global, las búsquedas de marca y la facturación.
And the more people I've taught this to, the more folks have been focusing on trying to really make a better business instead of trying to chase old vanity metrics of high ROAS or low CPA. But more importantly, the way you win game, according to Dan Kennedy and a bunch of other really smart folks out there, Russell Brunson quotes him all the time and everybody else, but whoever can spend the most to acquire customer wins. The real thing is how do I sell the $100 thing even if it costs me three times as much? Because the amount of money I make is almost double. And the amount of profit they've…
Escúchalo en el minuto 15:26
Medición y experimentosEn lugar de optimizar hacia métricas vanidosas como un CPA mínimo o un ROAS artificial vendiendo productos baratos, la ventaja competitiva reside en vender ofertas de mayor valor. Aunque el costo por adquisición se triplique, el beneficio neto absoluto es superior y permite escalar el presupuesto publicitario total, aumentando el tráfico global, las búsquedas de marca y la facturación.
And the more people I've taught this to, the more folks have been focusing on trying to really make a better business instead of trying to chase old vanity metrics of high ROAS or low CPA. But more importantly, the way you win game, according to Dan Kennedy and a bunch of other really smart folks out there, Russell Brunson quotes him all the time and everybody else, but whoever can spend the most to acquire customer wins. The real thing is how do I sell the $100 thing even if it costs me three times as much? Because the amount of money I make is almost double. And the amount of profit they've…
Escúchalo en el minuto 15:26
Estrategia de contenidosPara redactar contenido y artículos de opinión rápidamente sin perder la voz auténtica ni generar textos genéricos de IA, resulta más efectivo responder verbalmente a una serie de 5 o 6 preguntas estructuradas a modo de entrevista periodística sobre un tema en tendencia en menos de 10 minutos.
What happens is it will then interview you like a journalist. And I do it live in my video as like takes less than 10 minutes to be like find me ideas. And then it just interviews you and I just talked to my computer, right? Opened up the little microphone, answered its five or six questions, and it wrote a three to 600 word article for me. It sounds exactly like me because it is me. I don't have to do any of the research on what to talk about.
Escúchalo en el minuto 1:17:57
Promocionar en pauta únicamente el producto con mayor probabilidad de recompra rápida
Canales de adquisiciónAl invertir presupuesto publicitario, especialmente si es limitado, se debe promocionar exclusivamente aquel producto que tenga la mayor probabilidad y velocidad de generar recompras. Lograr rentabilidad en la primera venta sumado a un porcentaje recurrente de recompras genera un crecimiento exponencial de ventas no dependientes de la pauta, construyendo un negocio escalable en lugar de depender únicamente de la…
And to tie this back one of your early questions, if I only have 100 bucks a day, I'm not promoting anything other than the steak in my example. I would never promote anything other than the item that is most likely to get somebody come back and spend money with me again and to do so as fast possible. If I can be profitable on that transaction, whether it's 2 to 1 or 5%. That means that I'm generating more sales that are not dependent on my ads. That money is going to go up every single month because as I invest in spending more of that money to acquire more new people. Let's say day one it's…
Escúchalo en el minuto 28:40
Priorizar la monetización de la audiencia templada antes de escalar en tráfico frío
Canales de adquisiciónSe recomienda concentrar la inversión publicitaria inicial en retargeting para monetizar a la audiencia que ya consume tu contenido y newsletter, manteniendo este enfoque hasta alcanzar 5 o 6 cifras mensuales en ventas antes de necesitar escalar tráfico frío.
And it really allows you to leverage that opportunity that is the lowest hanging fruit. And I would start there until I get to five or six figures a month in sales because you probably don't need to go any further than that.
Escúchalo en el minuto 8:30
Marca y posicionamientoGenerar visibilidad y posicionamiento de autoridad sobre temas relevantes antes de impactar con publicidad pagada mejora el rendimiento de los anuncios: cuando el usuario ve el anuncio, ya no requiere ser convencido de la legitimidad de la marca y está mucho más preparado para comprar.
It is not an ad maker, but it will make your ads a lot better. And the beauty is this getting attention and building authority so that the by time my ad hits somebody, I'm not letting them know I exist. I 'm not trying to convince them that I 'm legitimate. By the time ad hits, somebody's ready to buy. So pressmaster fills your funnel without using ads.
Escúchalo en el minuto 1:16:29
Estrategia y decisiones de negocioNo se deben replicar las tácticas ni intentar resolver los problemas que enfrentan empresas gigantes (de nueve cifras o decenas de millones en facturación mensual). Sus soluciones responden a una escala que un negocio emergente no tendrá a corto plazo, por lo que intentar copiar esas estrategias desvía el foco de los problemas reales inmediatos.
So those guys are doing like 40 million a month in revenue. Don't copy a nine figure business. Never start a shoe company and say the only way I'm going to be success Here's my plan. I'm going to get Michael Jordan to endorse a shoe. You're going to make a billion dollars, but Nike already did it. The solutions to the problem that Comfort and the True Classics have today is not a problem you will even begin to be lucky enough have in the next two years. So don't worry about trying to solve problems you don't have.
Escúchalo en el minuto 54:28
El crecimiento del ingreso por recompra mensual como indicador clave de salud
Retención y relación con el clienteMás allá de las fluctuaciones del ratio LTV:CAC, el indicador definitivo de salud de un negocio es que los ingresos mensuales provenientes de clientes que no compran por primera vez aumenten mes tras mes.
And ultimately what matters to me more than anything when looking at that kind of stuff isn't the LTV to CAC. It's how much money do I make a month from people where it's not their first time buying with me. And if that number is not going up every month, I have a bad business. That's the biggest inflection point.
Escúchalo en el minuto 33:33
Canales de adquisiciónLa publicidad digital no debe utilizarse para intentar generar los primeros ingresos ni para validar un negocio desde cero, ya que es una forma extremadamente costosa de buscar ventas si la oferta aún no convierte. Primero se debe lograr que el negocio genere ingresos por sí mismo, y posteriormente destinar un porcentaje de esa facturación a anuncios pagados para amplificar y escalar a mayor volumen lo que ya…
But I want to shift that perspective a little bit and say the purpose of the ad is actually to amplify your business model. And then you run ads to do that at a higher volume. Um if you can't currently generate revenue, uh running ads is a very expensive way of trying to get sales. And generally um is very difficult to make work if you don't already have something that works because 80 90% of businesses fail. And running ads especially on Facebook is one of the most expensive ways of trying to make that work. I want to have a business that can make money, even if it's 5 10 bucks a day…
Escúchalo en el minuto 3:00
Medición y experimentosOptimizar campañas basándose estrictamente en el ROAS de cada anuncio es erróneo: la atribución ignora los múltiples puntos de contacto previos del cliente y no captura las ventas diferidas generadas tras pausar el gasto publicitario. Dividir un ingreso mal atribuido entre un gasto específico distorsiona la toma de decisiones financieras.
The concept of ROAS itself is intellectually dishonest and a corrupt idea. ROAS, as we know it is the amount of money you make divided by how much money you spent. The problem is the money you spent isn't the reason that money happened. And the amount of money isn't inclusive of all your revenue. So, if you look at the ROAS on an ad today the people who clicked on that ad and purchased where that ad gets credit for the sale that ad is not that impression is not the only touch point you've had with that business. And in fact, if you were to stop spending money today and you make you'll…
Escúchalo en el minuto 12:33
Canales de adquisiciónHasta no alcanzar el primer millón de dólares en facturación, es recomendable centrar los recursos en promocionar una única oferta mediante una sola campaña de anuncios (o máximo dos) para evitar la dispersión de presupuesto, complejidad operativa y canibalización.
I think most people have too many campaigns. I think most people are promoting too many offers. I think realistically until you make a million bucks, you probably should be pushing one offer. And if it's one offer, that means you probably have one campaign. Maybe two.
Escúchalo en el minuto 47:10
Pérdida de efectividad de las imágenes de IA genérica en anuncios pagados
Canales de adquisiciónEvita recurrir a generadores de imágenes por IA como ChatGPT para crear anuncios en redes sociales: el público reconoce de inmediato la estética artificial y el formato se satura con rapidez en el feed, perdiendo impacto y credibilidad.
But yeah, what I'm not using is chat GPT image generator to produce Facebook ads. I think I told people to do it and I showed them exactly how to do it. But that was in like the five days where it was bonkers and then they restricted everybody and then they brought it back, but all the ads looked worse and now just everybody's done it. It is very easy when you go through your feed to be like oh chat that's made by chat.
Escúchalo en el minuto 1:20:22
El peligro de la viralidad en anuncios: ganchos masivos pueden atraer tráfico no cualificado
Canales de adquisiciónTener anuncios en video que se viralizan con CPMs muy bajos y altas tasas de retención (hook rate) puede perjudicar el escalado del negocio si atraen a personas sin intención de compra que contaminan el embudo. Reemplazar anuncios virales por creativos estáticos directos orientados a la conversión suele ser necesario para monetizar la atención y generar facturación real.
I'm dealing with a brand right now that's in the car seat cover business and every video they make essentially goes viral. The problem is Their ads go viral. They get millions of views on TikTok and their CPMs are really low and that's terrible for them. Because it means a whole bunch of people who aren't interested in buying are filling their funnel. So they're really catchy great ad that with a great hook rate that goes viral or organically every time they post Is making actual scalable success almost impossible. We just onboarded with them today and I was like well, I'm going to take all…
Escúchalo en el minuto 44:50
Estructura dual: oferta principal para flujo de caja y catálogo como supresor de CPA
Canales de adquisiciónPara negocios con inventario amplio, combinar una campaña enfocada en una oferta principal que atraiga clientes recurrentes con una campaña de catálogo funciona como un 'supresor de CPA': la campaña de catálogo aporta volumen de transacciones que diluye el CPA global del negocio, independientemente de la atribución individual de la plataforma.
Maybe you have one killer offer. Maybe I'm selling this thing and it's great, but I also have 50 other things. So I've got a catalog campaign. The purpose of this campaign is to sell somebody something where I know they're going to come back and buy something from me again. So that's what we call a cash flow device. And then the catalog campaign is a CPA suppression device. It's a volume of transactions tool. So we can ultimately remember the way you make money in a business is its average order value minus CPA. That's profit Times number of transactions. Now your CPA is how much money did…
Escúchalo en el minuto 47:29
Canales de adquisiciónLa publicidad pagada actúa como gasolina sobre el fuego para escalar lo que ya funciona, pero no crea un negocio donde no lo hay. Si un proyecto no es capaz de captar atención orgánica y generar ventas sostenibles por sí mismo, invertir en anuncios solo acelera el gasto sin retorno.
nothing don't run ads. If you don't have anything, what you don't have is a business model that you can invest in growing. You don't pour gasoline on nothing. You pour gasoline on a fire. If you can't earn attention and make sales, what you don't have is cash flow to invest in the growth of your business. But over 90% of people that can't make a sale without ads aren't in business next year. If you can't get sales, get better at your organic content. Get better at earning attention. Get better at figuring out what you can sell. Because otherwise, you're just playing an expensive game where…
Escúchalo en el minuto 9:06
Canales de adquisiciónLa fatiga publicitaria (ad fatigue) es atribuible principalmente a un error del anunciante al aumentar el presupuesto más rápido de lo que el algoritmo de aprendizaje automático del anuncio puede optimizar. Cuando se supera esa capacidad, el sistema muestra el anuncio a audiencias menos afines, empeorando la tasa de conversión y desgastando el anuncio.
And something I like to think is We know machine it's a machine learning algorithm and every ad has learnings, right? And really You can think of it is As ads evolve, they learn how to do their job better. So now that ad doesn't do as good of a job. And by the time we scale a ads budget beyond what the learning of that ad is capable of delivering well, we're going to eventually start investing and showing that ad to more and people in a way that gives them bad experience. And now the win rate of that ad gets worse and worse. And you will effectively fatigue that ad. Ad fatigue in general is…
Escúchalo en el minuto 38:49
Oferta y precioEn lugar de descontar productos de ticket bajo, Black Friday debe utilizarse para empujar ofertas con el mayor valor medio de pedido (AOV) posible, aprovechando que la alta propensión de compra del mercado permite adquirir clientes de alto valor a un coste por adquisición proporcionalmente menor.
Black Friday is either an opportunity to sell your products at a discount or to buy customers at a discount. Black Friday is an amazing way to get people who are willing to spend more money to do it for cheaper. So instead of selling that $50 item which normally costs us 10 bucks to make the sale, instead of selling it for 35 so you can get more, sell the $100 item, but instead of the CPA being 30, maybe get it for 20. Um and uh that'd be my number one piece of advice is start right now with the highest AOV you can possibly get. And know that the closer you get to Black Friday, the lower CPA…
Escúchalo en el minuto 1:28:50
Priorizar el volumen de beneficio neto sobre ratios altos de LTV:CAC
Medición y experimentosUn ratio LTV:CAC muy elevado (por ejemplo, 5:1) suele indicar que se está invirtiendo por debajo del potencial de escala; es más rentable operar con un ratio más ajustado (como 3:1) adquiriendo el doble de clientes para maximizar el volumen total de beneficio monetario.
But here's the problem. If that ratio is 5 to 1, I would ask you why aren't spending twice as much? Because I would rather be I'd rather have 3 to 1. On 2 times as many customers. So The most profitable ratio is essentially something where you're not spent where you are not getting nearly as much profit volume as possible.
Escúchalo en el minuto 32:03
Ventajas operativas y de prospección de los anuncios de catálogo en Meta Ads
Canales de adquisiciónLos anuncios de catálogo en prospección ofrecen tres ventajas clave frente a los anuncios tradicionales: no sufren fatiga creativa ni requieren fase de aprendizaje, generan mayor tiempo de interacción mediante el formato carrusel y permiten capturar demanda de competidores al mostrar automáticamente productos relevantes a usuarios que estuvieron navegando artículos similares en otras tiendas.
I love catalog ads. I think they're I love them for three reasons. One, they have no learning phase and they don't fatigue. Two, they show people the thing they're interested in whether or not they've shown interest from you. So you're talking about stealing sales from other people. If I've been on five other people's stores and looked at an item and I haven't bought, the machine is scouring other catalogs that have same kind of item and they're going to show them me. Shout out I used to run their ads, but like uh like I'm going to get hit up with that because Facebook knows I'm clicking on…
Escúchalo en el minuto 1:00:19
Canales de adquisiciónEstructurar campañas publicitarias separando audiencias manualmente en TOFU, MOFU y BOFU es un enfoque obsoleto frente a los algoritmos modernos de concordancia y optimización; la diferenciación por etapas del embudo debe lograrse a través de conceptos creativos del anuncio y no mediante segmentaciones técnicas de público.
This is interestingly enough, if you are not using audience Now if you do this in a CBO, you can do it where these are top of funnel, mid, bottom funnel by audience. Um and in that case, I would say you know it's not 2018 anymore. We've evolved. We have advanced matching. Um just the world is different today. You don't need 10 years ago, this is what all my stuff looked like. Now it's completely obsolete. However, if these are done by concept of the ad, you've essentially done the one campaign structure.
Escúchalo en el minuto 57:58
Oferta y precioOptimizar la adquisición buscando solo un producto con alto margen inmediato y sin recompra es una estrategia frágil; a medida que el CPA sube en las plataformas publicitarias, el arbitraje entre CPA y ticket promedio inicial desaparece, haciendo imprescindible atraer con productos que generen flujo de caja recurrente a lo largo del tiempo.
They probably, Let's say it cost them $10 to get me walk in that store. $10 CPA plus a dollar cogs. $40 AOV. They're making 30 bucks when I buy that. The problem is I'm never going to go back. However, If I got in there and got what my wife got, which was this great steak. That was let's say it cost them $70 to sell me that steak and they charged 80. They only made 10. But she's been back 5 times. The point is, You want to look at your ability to reinvest future cash flow. If you only ever make one sale, that sale has to be hyper efficient. And as platforms get more expensive every year, your…
Escúchalo en el minuto 27:27
Oferta y precioOptimizar la adquisición buscando solo un producto con alto margen inmediato y sin recompra es una estrategia frágil; a medida que el CPA sube en las plataformas publicitarias, el arbitraje entre CPA y ticket promedio inicial desaparece, haciendo imprescindible atraer con productos que generen flujo de caja recurrente a lo largo del tiempo.
They probably, Let's say it cost them $10 to get me walk in that store. $10 CPA plus a dollar cogs. $40 AOV. They're making 30 bucks when I buy that. The problem is I'm never going to go back. However, If I got in there and got what my wife got, which was this great steak. That was let's say it cost them $70 to sell me that steak and they charged 80. They only made 10. But she's been back 5 times. The point is, You want to look at your ability to reinvest future cash flow. If you only ever make one sale, that sale has to be hyper efficient. And as platforms get more expensive every year, your…
Escúchalo en el minuto 27:27
Oferta y precioOptimizar la adquisición buscando solo un producto con alto margen inmediato y sin recompra es una estrategia frágil; a medida que el CPA sube en las plataformas publicitarias, el arbitraje entre CPA y ticket promedio inicial desaparece, haciendo imprescindible atraer con productos que generen flujo de caja recurrente a lo largo del tiempo.
They probably, Let's say it cost them $10 to get me walk in that store. $10 CPA plus a dollar cogs. $40 AOV. They're making 30 bucks when I buy that. The problem is I'm never going to go back. However, If I got in there and got what my wife got, which was this great steak. That was let's say it cost them $70 to sell me that steak and they charged 80. They only made 10. But she's been back 5 times. The point is, You want to look at your ability to reinvest future cash flow. If you only ever make one sale, that sale has to be hyper efficient. And as platforms get more expensive every year, your…
Escúchalo en el minuto 27:27
Canales de adquisiciónFrente a CPMs de conversión elevados (por ejemplo $20 frente a $1 al promocionar publicaciones), resulta más eficiente invertir en promocionar contenido social para generar confianza y captar audiencia a bajo costo, reservando los anuncios de conversión para retargetear a los visitantes de la web.
But I wouldn't be investing more than one or two percent of my budget on most of those things unless what I'm investing on is The exception to the rule that I do use a lot is promoting social content so that I can build a funnel and I can earn people's trust so that broader targeting audience gets bigger. Because if you boost your Instagram posts, maybe it costs you a dollar, but your conversion campaign is 20 on the CPMs. Let me just do all the prospecting with the Instagram content, get a bunch of followers and just target the people who have been to my website. That alone can easily get…
Escúchalo en el minuto 51:13
El valor del ticket inicial predice la tasa de recompra y el valor de vida del cliente
Retención y relación con el clienteEl valor promedio del pedido (AOV) de la primera compra está directamente correlacionado con la probabilidad de que el cliente vuelva a comprar. Un comprador que invierte una suma mayor en su primera transacción tiene una tasa de segunda compra y un LTV sustancialmente más altos que uno adquirido mediante un producto de bajo precio.
Side note people who spend more money with you are more likely to spend money with you again. Average order value is a direct indication of LTV. And I know that makes sense hire a first greater LTV later, but more importantly the second purchase rate of a customer is almost directly correlated with the average order value on the first sale. That person spent 50 bucks is way less likely to buy from a brand second time than the person who spent 100. So, you're spending three times as much to make a sale that is more profitable on day one to acquire a customer who's way more likely to spend…
Escúchalo en el minuto 18:24
Diseñar la campaña principal enfocada en maximizar la segunda compra
Oferta y precioLa estrategia principal para escalar un negocio es dirigir al mayor volumen de clientes hacia la oferta que tenga la tasa más alta de generar una segunda compra, asumiendo operar a punto de equilibrio (break-even) en la primera transacción hasta que ocurra la recompra.
So The hero campaign, your number one way to grow a business is drive as many people to the offer that's most likely to get somebody buy a second time. Break even until those people buy a second time.
Escúchalo en el minuto 48:40
Especialización interna en el formato creativo dominante y externalización del resto
Estrategia de contenidosEn equipos pequeños de marketing, el equipo interno debe concentrar su producción en el formato creativo en el que destaca (sea video o imagen/copy) y externalizar sistemáticamente mediante creadores externos o UGC el formato complementario que no domina.
If I have like a one or two person creative team, I'm going to I'm see what we can do well. So their creative team needs to start hammering out images or we outsource it. We need to hammer away on video or outsource it. Lean into what you do well. If you're phenomenal at making images and copy that converts, then try to outsource the attention getting effort. I've got a lot of opportunities, but ultimately what I want to do is understand what are my skills, what are the things I'm exceptional at and then what are the rest of the things that I can outsource or directly improve upon that are…
Escúchalo en el minuto 1:07:59
Estrategia de testeo de múltiples ángulos para escalar un producto héroe
Canales de adquisiciónCuando una marca identifica con claridad su producto estrella ('hero product'), una táctica efectiva para escalar es crear campañas publicitarias que prueben todos los ángulos imaginables (avatares, problemas, características y beneficios). En lugar de diversificar el catálogo, se busca cualquier razón posible por la cual un cliente potencial compraría ese único artículo para captarlo y activar su ciclo de vida y…
It's like okay, once you're doing like a lot and it's like testing every possible angle. Like what do you think a lot like having campaign and an asset for every possible angle because people buy for different reasons. Like and the angles are avatars, problems, features, benefits, the main benefits. Um this is great when you really know your number one hero product and all you're trying to do is give yourself the best opportunity to sell that one item. This God Mode campaign is essentially the same thing as Catalog Ads campaign. Only instead of trying to sell anything in the store, you're…
Escúchalo en el minuto 52:58
Oferta y precioPara reducir la fricción de una suscripción recurrente, se puede justificar el retorno de inversión descomponiendo el precio mensual en una cifra diaria accesible (ej. una membresía de 150 USD/mes se paga sola generando 5 USD diarios) y ofrecer en paralelo un bundle de compra única con descuento que incluya una prueba gratuita a la comunidad.
It's about 150 bucks a month. If I can make you $5 a day, it pays for itself. Um if you don't want to do a subscription, check out that bundle. It's like 650 bucks. It comes with 30 day free trial to the Academy um and a bunch of other stuff. So if you don't like communities, you just want all the stuff right away, that's every one of my top selling masterclasses in one spot and it's like 70% off.
Escúchalo en el minuto 1:31:55
Oferta y precioPara reducir la fricción de una suscripción recurrente, se puede justificar el retorno de inversión descomponiendo el precio mensual en una cifra diaria accesible (ej. una membresía de 150 USD/mes se paga sola generando 5 USD diarios) y ofrecer en paralelo un bundle de compra única con descuento que incluya una prueba gratuita a la comunidad.
It's about 150 bucks a month. If I can make you $5 a day, it pays for itself. Um if you don't want to do a subscription, check out that bundle. It's like 650 bucks. It comes with 30 day free trial to the Academy um and a bunch of other stuff. So if you don't like communities, you just want all the stuff right away, that's every one of my top selling masterclasses in one spot and it's like 70% off.
Escúchalo en el minuto 1:31:55
Limitaciones y riesgos de dependencia en campañas Advantage+ Shopping
Canales de adquisiciónLas campañas Advantage+ Shopping restringen la entrega hacia usuarios con alta propensión a comprar en anuncios («engaged shoppers»). Aunque esto eleva la tasa de conversión inmediata, conlleva CPMs notablemente más altos, una fatiga acelerada de los creativos y clientes con baja probabilidad de recompra, haciéndolas efectivas para rendimiento puntual pero ineficientes para el crecimiento sostenible de marca.
Um before it was called Advantage Plus, this used to be an option in your audience is called engaged shoppers. And basically what it's doing is constraining broad to people who are most likely to click on Facebook ads and buy from them. So this is a higher conversion rate audience. And I mean that's a way to make money, but essentially you're just turning Facebook into Google Shopping. And again, I don't hate it, but those ads fatigue quickly. The CPMs on them are generally much higher than average. And it's a great way to make money, but a very difficult way to produce cash flow. Because…
Escúchalo en el minuto 55:34
Producción de anuncios basada en referencias visuales curadas y presupuesto abierto (modelo bounty)
Canales de adquisiciónPara acelerar la producción de creatividades publicitarias efectivas sin fricción de briefing, una estrategia práctica consiste en compilar una selección de anuncios de referencia con rendimiento probado, aportar el contexto y la landing page de la marca, y fijar un presupuesto para que creadores y editores especializados postulen a replicar o adaptar esos conceptos.
And what you're going to be able do is say oh, I like all of these brands. I like these 10 ads or these 20 ads or whatever. I want somebody to make it for me. This is my budget. This is the landing page of my product. But the point is you're going to be able say these are the 10 ads I like. I have a budget of a hundred bucks, And people will bid on that work. Think of it as like Fiverr, but instead of any random person with Canva, it's their proven creators. creators bidding for your work.
Escúchalo en el minuto 1:13:24
Uso de la IA en publicidad como herramienta de apoyo y no como generador autónomo a escala
Canales de adquisiciónLas herramientas de inteligencia artificial para generación publicitaria no deben utilizarse para crear anuncios a escala de forma 100% autónoma. Salvo que se disponga de un especialista dedicado a iterar y presupuesto suficiente para asumir cientos de fallos, la IA rinde mejor como palanca de asistencia creativa, ya que automatizar la subida de anuncios es fácil pero generar creativos de alta calidad sigue…
Um and to be fair, I haven't seen that with Arcads or with chat GPT or Either you have somebody on your team that's dedicating their entire day to getting better and at AI ads and you have the budget to just fail a thousand times. Or you're using AI for leverage, but you're not actually asking it to make any of your ads at scale. Um that that's kind of my position. You still have to do work. Um I don't know of any tool that makes a good ad and publishes it. Um I don't Honestly I don't know of a tool that makes good ads. Publishing ads is easy.
Escúchalo en el minuto 1:21:38
Diferencia del ratio LTV/CAC entre modelos de suscripción y marcas D2C
Medición y experimentosEl ratio LTV/CAC tradicional es adecuado para gimnasios, membresías y negocios de suscripción, pero no refleja la realidad operativa ni el flujo de caja necesario para escalar un negocio de comercio directo al consumidor (D2C).
will say this, I appreciate that Alex has evolved past his LTV divided by a CAC, which is for the record absolutely the right thing for gym launch. For a membership to a physical location or a subscription business, LTV to CAC is perfect. The problem is if you run a D2C business that has nothing to do with how your business operates.
Escúchalo en el minuto 21:04
Canales de adquisiciónUn creador con una comunidad online logró $70,000 de beneficio en un mes invirtiendo $150 al día en anuncios dirigidos exclusivamente a convertir en compradores a su audiencia existente de Instagram y newsletter.
I also know a few people that have worked with ones an artist who's has a little school community. And they did $70,000 last month in profit on $150 a day in ad spend because they were able to turn the people that enjoyed their Instagram content and their newsletter into buyers.
Escúchalo en el minuto 8:07
Medición y experimentos310 Nutrition escaló de 15 a 98 millones de dólares perdiendo 20 centavos por dólar en la adquisición inicial de cada cliente, compensándolo con un incremento del LTV de 85 a 300 dólares a lo largo de 9 meses.
So the golden ratio, like I said, When I was running 310 Nutrition, we went from 15 million to 98. We lost 20 cents on the dollar for every customer we gained. But we grew the LTV from 85 bucks to 300 over 9 months.
Escúchalo en el minuto 32:51
Oferta y precioCuando el ticket promedio (AOV) general del negocio sea insuficiente, introducir paquetes o productos de alto valor permite aumentar el margen y el AOV promedio de inmediato, aun si los compradores de esa oferta específica nunca realizan una segunda compra.
Conversely, If everything's going well, but what you struggle with is my AOV isn't high enough. Well, if I just sell the steak and thousand dollar bottles, I might make 500 every time I sell that bottle. And that person won't ever come back again, but that's way more profitable today, which raises the average order value of all sales. If my AOV isn't high enough, bring in some high ticket bundle to just raise the average order value across my business.
Escúchalo en el minuto 49:18
Uso de anuncios de catálogo como campaña principal en catálogos de alto SKU
Canales de adquisiciónEn negocios con un catálogo amplio o de impresión bajo demanda sin un producto estrella único evidente, se puede utilizar una campaña de catálogo como campaña principal, agrupando el inventario por categorías macro para que el algoritmo pruebe y muestre las variaciones más atractivas a cada usuario.
If you don't have a hero product, maybe your print on demand store, you have a wide SKU count, but you have maybe a hero Like you know people that buy a Bigfoot t-shirt are more likely to come back and buy You could absolutely use catalogs as your hero product, as your hero campaign. And in that case, what you're doing is curating the items that are shown so that ultimately you're showing them different categories of you're showing them a bunch of different variations within a category. Um and in that case, you might say well, I'm a print on demand t-shirt store. I've got 300 different…
Escúchalo en el minuto 1:02:17
Discrepancia entre las tácticas publicitarias que se enseñan para vender y las que realmente escalan un negocio
Canales de adquisiciónExiste una marcada diferencia entre la forma en que los referentes de marketing digital enseñan a pautar y cómo operan realmente sus propias cuentas publicitarias: suelen promover métodos que ofrecen victorias rápidas y fáciles para enganchar y vender a su audiencia, mientras que para su propio negocio ejecutan estrategias de paid media orientadas a la sostenibilidad y construcción de marca a largo plazo.
The ads are phenomenal. His message is I don't agree with almost anything he says. He is not the only person who sells get rich quick stuff on the internet that teaches how to do it but uses somebody that I'll put it this way. His ad account isn't run in the way that he tells you to do it. His ad account is running a way that builds business. The way he tells you to do things is the way that easiest to get you to get an easy win so that he can sell you. And those are two very different things.
Escúchalo en el minuto 19:36
Incompatibilidad de tácticas de otros canales y estrategias obsoletas en Facebook Ads
Canales de adquisiciónTrasladar directamente a Facebook Ads estrategias diseñadas para plataformas no sociales (como Google, email o afiliados) o metodologías previas a 2018 suele ser ineficaz, siendo un error común derivado de consejos impartidos por profesionales desactualizados o no especializados en paid social.
It's trying to take an old idea and more appropriately an idea that works for paid media platforms that aren't social media. So it's an idea that works for Google. It's an idea that works for email and affiliate that you're then trying to push into Facebook. And interestingly enough, most of people that I see teach this are folks where Facebook is not their first platform or they haven't really meaningfully run ads since like 2015, 2018.
Escúchalo en el minuto 58:48
Escalamiento a 100M anuales apoyándose únicamente en anuncios estáticos
Estrategia de contenidosMarcas de ecommerce como Portland Leather Goods alcanzaron los 100 millones de dólares en facturación anual basándose exclusivamente en imágenes estáticas antes de lanzar su primer anuncio en video, lo que demuestra que no existe una fórmula fija obligatoria de formatos creativos para escalar.
Lean into what you do well. My buddy's at Portland Leather Goods got to a hundred million dollars a year before ever running a video. And I've worked with plenty of other brands that do a hundred million and only do video. The point is there's no real correct balance or path. It's do what you well.
Escúchalo en el minuto 1:08:22
Tener 180.000 seguidores y eventos globales no genera retorno en anuncios si falta un modelo de monetización
Oferta y precioUna marca con 180.000 seguidores en Instagram y eventos masivos internacionales invirtió donaciones en publicidad pagada sin obtener retorno alguno, debido a que intentó escalar con anuncios antes de estructurar una oferta comercial rentable más allá de las donaciones.
I work with a brand right now that has an Instagram following of 180,000 people. And they're really great at getting attention and events all of that kind stuff and they're trying to turn these one off events. And it's a really fun event across the world and it feeds people and a lot of great stuff. But they're never able to get profitable and go above beyond donations because they haven't figured out how to turn that into a business other than just donations. They have a massive audience. They are worldwide, but they haven't figured out how to make money. And so, every time they've taken…
Escúchalo en el minuto 10:03
Generación de 1 millón de dólares en Black Friday con 0 dólares en inversión publicitaria
Medición y experimentosTras un año previo donde una marca gastó 200.000 $ en anuncios para generar 800.000 $ en ingresos (600.000 $ de margen bruto), al año siguiente se eliminó por completo el gasto publicitario durante Black Friday, logrando 1.000.000 $ en facturación íntegra de beneficio mediante canales orgánicos y base existente.
But I I made a million dollars for a business on Black Friday once by literally not running an ad. They wanted to spend like $400,000 on ad spend. And the year before they had spent 200 and had made 800,000 in revenue, so 600 grand in profit. And so the next year what I did is spent nothing. They made a million in revenue and it was all profit.
Escúchalo en el minuto 1:30:36
Presupuesto diario y asignación de testeo a gran escala en True Classic
Canales de adquisiciónMarcas D2C a gran escala como True Classic llegan a invertir aproximadamente 200.000 dólares diarios en publicidad pagada, permitiéndose destinar entre 5.000 y 10.000 dólares al día exclusivamente a campañas de prueba masiva de ángulos creativos.
And if you're spending I think True Classic is spending 200,000 dollars a day, go ahead and drop five, 10 grand on it.
Escúchalo en el minuto 54:13
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