The Power of Facebook's AI in Targeting Your Ads
Charles Tichenor IV
?? Facebook Top 100 Advertiser | $1B+ Revenue Driven Creator of the 3:2:2 Method, PSM, 4Pi | Broad since ‘18 Creator of the Facebook Ads MBA Program, Founder of Disrupter School & Disrupter Agency
Its MARCH MADNESS!
and Q1 is almost over... those CPMs are rising, CPAs are too
but LTV from Q4 is also starting to roll in.
This week is ALL ABOUT fundamentals and biz dev
My chat with Cynthia Sandoval was INCREDIBLE... we got DEEP into agency ops and this vid is a chance to be a fly on the wall for 2 long time industry folks talking about the things no one ever mentions in public
Everyone is talking about UGC, so I decided to breakdown what I've learned after spending 7 figures on UGC for years now
and of course TIK TOK... how does it play nicely with Facebook? well, lets get down and dirty into it
Have you been to any conventions lately?
It feels like the consensus is that they have lost value...
I'd be super curious to know what you think, and what you're experiences have been.
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OKAY LETS DIVE DEEP INTO THIS WEEK's KILLER LESSON!!!
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In a recent interview between Cynthia Sandoval and Charley Tichenor, two experts in digital marketing, we discussed various topics related to social media advertising.?
Here are some of the key takeaways from our conversation:
Organic Social to Improve Ads
Cynthia emphasized the importance of organic social media content in improving the performance of paid ads. By building a loyal following, establishing credibility, and using data to optimize ad performance, businesses can improve engagement and conversions for our paid ads. Organic social media content can also help businesses establish a stronger brand identity and create a community of loyal followers.
Scope Creep & What a Media Buyer's Job Really Is
Charley explained that media buyers are responsible for optimizing the performance of ads, but their role extends beyond just buying media placements. Media buyers are also responsible for ensuring that the ads are targeting the right audience and that the messaging is consistent with the brand's values. We also work closely with creative teams to develop ad creatives that resonate with the target audience.?
The Golden Rule: and Marketing's Biggest Lie
Cynthia and Charley discussed how businesses often focus too much on the bottom line and forget about the importance of building relationships with their customers. The "Golden Rule" of marketing is that if all you need is marketing, you have much bigger problems than needing marketing. Charley emphasized the importance of building trust with customers and establishing a two-way conversation with them.
How to Grow Yourself as a Marketer
Cynthia discussed the importance of continually learning and improving as a marketer. She recommended attending conferences, networking with other marketers, and staying up to date with industry trends. Charley emphasized the importance of being data-driven and using data to inform marketing decisions. He also suggested learning from other industries and bringing those insights into your marketing strategies.
Agency Payment Structures and Contract Structure
Cynthia and Charley discussed various agency payment structures and contract structures. We emphasized the importance of being transparent with clients and establishing clear expectations upfront. We also discussed the pros and cons of different payment structures, such as hourly rates, project-based pricing, and performance-based pricing.
The Difference Between a Good Marketer and a Great Marketer
Charley and Cynthia discussed the qualities that differentiate a good marketer from a great marketer. We emphasized the importance of being curious, creative, and data-driven. Great marketers are also able to adapt quickly to changes in the industry and are constantly pushing themselves to learn and improve?
Advice for Media Buyers Just Starting Out
Charley recommended starting with a small budget and focusing on one platform until you become proficient in it. He also emphasized the importance of being data-driven and continually testing and optimizing your campaigns. Cynthia recommended networking with other media buyers and staying up to date with industry trends and best practices.
In conclusion, Cynthia Sandoval and Charley Tichenor provided valuable insights into social media advertising and digital marketing. By focusing on building strong relationships with customers, being data-driven, and continually learning and improving, businesses and marketers can achieve greater success in their advertising campaigns.
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The importance of having a snappy hook in the first three seconds of the ad.
The first three seconds of your Facebook ad are crucial for grabbing the viewer's attention. A weak hook can ruin your chances of monetizing that attention. While hook rate and money aren't directly related, it's important to remember that the goal of Facebook ads is to purchase attention, and our business model relies on turning that attention into profit. A strong hook won't guarantee success, but a weak one will prevent any opportunity for earning money.?
The need to avoid slow pacing and get to the point quickly.
Another crucial factor in creating successful Facebook ads is avoiding slow pacing. In today's world, people have extremely short attention spans, and your ad is essentially an interruption to their browsing experience. It's important to remember that viewers didn't sign up to see your content, and you are standing in the way of what they're trying to get to. Therefore, it's essential to get to the point quickly and tell your story backwards. You cannot assume that anyone cares about what you have to say, so make every second count and ensure your ad captures their attention right from the start.
The need to change the framing consistently throughout the video to keep viewers engaged.
Moving on to the third major issue that I see in almost every ad, it's the lack of variation in the framing of user-generated content (UGC) throughout the entire video. Even if you're not a master storyteller, you can still keep your audience engaged by changing up the setting. If you don't, people are going to get bored. One trick that I love to see is the use of forced time, where you show something happening in real-time. For example, a recipe video that shows the raw ingredients being transformed with changing camera angles as the process unfolds. Or a video that captures the beauty of the sunrise as people travel from one place to another. If viewers know that something is coming, they'll stick around to watch it happen. However, if the visuals are not interesting, even if the center of the frame is compelling, people are likely to lose interest. So, it's crucial to keep the UGC framing varied and visually engaging to maintain viewers' attention.
So let's get down to the three most important things that you need to keep in mind when you're strategizing, designing, and ultimately editing your UGC content
The importance of not making the creative look like an ad.
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Does your ad look like an ad? People can tell when they're being sold to, and it's annoying. One-way transactions don't work. If you ask for something without giving back, people will leave right away.
The need to avoid overediting, as it can make the ad feel forced or inauthentic.
Over-editing your creative is a problem. It's hard to know when to stop creating, but we know what content should look like. We experience it constantly, so if it feels forced or inauthentic, you won't earn my trust, lose my attention, and never get my money.
The importance of having a storyline to build anticipation and interest.
The most crucial thing is the lack of a storyline. If you've captured my attention, you must be leading me somewhere. If there is no suspense, no payoff, and no anticipation, why should I care? Maybe you believe that I should care because of your feelings towards the end product, but you must remember that you are already an annoyance. You are interfering with the experience I want to have. If you don't reward me for my time and attention, I will never reward you with my money. Before we move on, I want to take a moment to acknowledge that you could be doing anything on the internet, yet you've chosen to spend your time here.
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TikTok and Facebook: identical cousins?
TikTok can be incredibly powerful, and absolutely should be something that you highly consider putting into your media mix.
We can think of TikTok as Facebook‘s very exciting, younger, and a whole lot dumber little brother. Tick-tock can absolutely help you spend 50 to 100 bucks a day, if you happen to have the winning combination of killer product, great creative, and maybe a few celebrities, you can absolutely use it to spend thousands of dollars a day.
We see examples of this all the time, like with Jones Road beauty which has all three of those things in spades.
However, when we want to add TikTok to our Facebook media mix, we have to understand that we are rarely going to be able to replace Facebook at scale with what TikTok can offer us.?
The unfair advantage that TikTok has is that its algorithm is the single most aggressive one for disposable access to media in a way that allows for reach in discovery add a scale no one has ever been able to provide before. If we use it as such, we should be in a place where we are very happy.
But we have to remember the key point to that, it is used for discovery, so it’s an excellent impulse machine, but it is not a customer journey Curation device in the same way that Facebook is.
So when using these two together, most effectively, we see TikTok used as a super top of the funnel, or as a bottom-funnel market saturation engine.
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OKAY TEAM,
UNTIL NEXT TIME
And tweet at me with a "WAGMI" and I'll give you a big ole shout out
Grow your business with a Digital marketer.
2 年Very helpful