{"id":479,"date":"2019-02-08T00:00:00","date_gmt":"2019-02-08T00:00:00","guid":{"rendered":"https:\/\/agmagency.com\/become-a-master-ad-creator-part-1\/"},"modified":"2021-05-06T14:38:04","modified_gmt":"2021-05-06T14:38:04","slug":"become-a-master-ad-creator-part-1-1","status":"publish","type":"post","link":"https:\/\/agmagency.com\/es\/become-a-master-ad-creator-part-1-1\/","title":{"rendered":"CONVI\u00c9RTASE EN UN MAESTRO CREADOR DE ANUNCIOS \u2013 PARTE 1."},"content":{"rendered":"

Este art\u00edculo, y el siguiente par de art\u00edculos que seguir\u00e1n, ser\u00e1n EPICOS. Ser\u00e1 una serie que te ayudar\u00e1 a llevar tu juego de anuncios de Facebook al siguiente nivel. En \u00e9l, aprender\u00e1s a utilizar todos los diferentes formatos de anuncios a los que hemos tenido acceso.<\/span>
\n<\/span>
\n<\/span>Despu\u00e9s de completar esta serie de art\u00edculos, puedes considerar que est\u00e1s en el Top 1% de los vendedores de Facebook Ads, al menos en lo que se refiere a CONOCIMIENTO.<\/span><\/p>\n

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Estos pr\u00f3ximos art\u00edculos tratan sobre las \"CREATIVIDADES\" - Aqu\u00ed es donde se aprende a crear un mensaje que obtenga una respuesta. Una vez que hayas encontrado a tu audiencia, el objetivo del \"juego\" se convierte en poner a prueba tu creatividad y descubrir qu\u00e9 es lo que produce la mejor respuesta; encontrar lo que hace que alguien se interese, se involucre, se inscriba en tus embudos, etc.<\/p>\n

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\n<\/span>EL COSTO ES UN INDICADOR DE LA ACEPTACI\u00d3N DE LAS CREATIVIDADES<\/b><\/h3>\n

 <\/p>\n

La redacci\u00f3n publicitaria, los anuncios de una sola imagen y de un solo video, los anuncios de carrusel de videos e im\u00e1genes, los anuncios de presentaci\u00f3n, la generaci\u00f3n de clientes potenciales, las visitas a tiendas y mucho m\u00e1s est\u00e1n cubiertos aqu\u00ed. <\/span><\/p>\n

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En primer lugar, perm\u00edtanme darles una simple definici\u00f3n de CREATIVOS:<\/span>
\n<\/span>
\n<\/span>Creativos es un t\u00e9rmino general de marketing que se refiere al aspecto creativo y al contenido de una campa\u00f1a de marketing. Las creatividades son el material que se utiliza para generar clientes potenciales, visualizaciones de v\u00eddeos, suscriptores y ventas. Es algo que suelen desarrollar los directores de arte, los directores creativos y los redactores publicitarios de las agencias de publicidad. En resumen, una creatividad es lo que su p\u00fablico VE, formulada con la intenci\u00f3n de crear una respuesta de su cliente potencial.<\/span>
\n<\/span>
\n<\/span>Una CREATIVA realmente buena provoca una RESPUESTA del p\u00fablico. Una \"mala\" CREATIVA es ignorada. Esto incluye los v\u00eddeos, las im\u00e1genes y la redacci\u00f3n utilizada.<\/span>
\n<\/span>
\n<\/span>En muchas organizaciones establecidas, existe un departamento, completamente separado de todos los dem\u00e1s departamentos, llamado departamento de CREATIVIDAD. Es el encargado de formar esos mensajes que crear\u00e1n una conexi\u00f3n con tu marca, luego conseguir\u00e1n que consideren tu marca, y finalmente conseguir\u00e1n que se cierren a convertirse en tu cliente.<\/span>
\n<\/span>
\n<\/span>In small businesses, this department is usually mixed together with the Research department — the ones who find the audience, determine the demand, etc. But it\u2019s a completely distinct area and needs to be given its own attention.<\/span>
\n<\/span>
\n<\/span>When forming your CREATIVES, the most important tip I could ever give you is to <\/span>put yourself in the shoes of your audience<\/span><\/i>. If you master this and stop being romantic about your product, you will understand how to communicate with them better and, most importantly, in a way that will make them respond.<\/span><\/p>\n


\n<\/span>Cuando est\u00e9s probando tus CREATIVOS, es muy sencillo elegir el ganador. \u00bfCu\u00e1l es el CREATIVO que te ha dado el menor costo? Esa es la elegida. \u00bfPor qu\u00e9? Porque en el mundo de la publicidad en Facebook, el costo por resultado es el mejor indicador de la aceptaci\u00f3n de la creatividad.<\/span><\/p>\n


\n<\/span><\/i><\/p>\n


\n<\/span>Facebook se esfuerza por proteger la experiencia del usuario. La forma en que la protegen es PENALIZANDO con un mayor costo de publicidad cuando la creatividad no gusta a tu audiencia, o RECOMPENSANDO con un costo de publicidad mucho menor cuando tu creatividad gusta.<\/span>
\n<\/span>
\n<\/span>Es un sistema precioso. Te empuja a trabajar constantemente en la mejora de tus CREATIVOS. Es un sistema en el que todos ganan a largo plazo para tu marca y para Facebook.<\/span>
\n<\/span>
\n<\/span>Hoy conocer\u00e1s los diferentes formatos de anuncios en las diferentes ubicaciones de la familia de apps de Facebook: Facebook, Messenger, Instagram, Stories, Audience Network, etc.<\/span>
\n<\/span>
\n<\/span>Aqu\u00ed hay un recurso muy pr\u00e1ctico que detalla los requisitos para los diferentes formatos de anuncios en los muchos lugares diferentes: <\/span>https:\/\/www.facebook.com\/business\/ads-guide<\/span><\/a><\/p>\n

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EL ARTE DE LA REDACCI\u00d3N PUBLICITARIA<\/b><\/h3>\n

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Ahora voy a compartir algunos de los componentes clave de la redacci\u00f3n de anuncios en Facebook, y mis mejores pr\u00e1cticas recomendadas.<\/span>
\n<\/span>
\n<\/span>Antes de que te pongas manos a la obra, quiero que te tomes un momento para leer estos consejos directamente de Facebook, sobre el tema de la redacci\u00f3n de tus anuncios de Facebook:<\/span>
\n<\/span>
\n<\/span>\"No tienes que ser un novelista para escribir un texto para un anuncio eficaz en Facebook. En la \u00faltima de nuestras series de consejos creativos, presentamos algunas pr\u00e1cticas sencillas que pueden ayudar a que tu texto sea m\u00e1s eficaz y coherente.<\/span>
\n<\/span>
\n<\/span>\"Empieza por considerar tu tono de voz, que debe ser un reflejo de la personalidad de tu negocio. \u00bfEs divertido? \u00bfGenial? \u00bfAventurero? Cada empresa tiene su propia identidad y, cuanto m\u00e1s aut\u00e9ntico sea, m\u00e1s eficaces ser\u00e1n sus anuncios. S\u00e9 t\u00fa mismo y s\u00e9 coherente.<\/span>
\n<\/span>
\n<\/span>\"Recuerda que la gente se desplaza r\u00e1pidamente por Facebook, as\u00ed que empieza con tu mensaje m\u00e1s importante. Tambi\u00e9n hay una gran variedad de formatos de anuncios, con diferentes especificaciones para cada uno. Lim\u00edtate a la informaci\u00f3n importante y presta atenci\u00f3n al l\u00edmite de caracteres <\/span>(para ver las especificaciones de los anuncios, haz clic aqu\u00ed).<\/span><\/a>Introduzca la informaci\u00f3n importante antes de que el texto se trunque y, si desea una acci\u00f3n espec\u00edfica, aseg\u00farese de que forme parte del anuncio. Por ejemplo, visite nuestra tienda, llame para pedir un presupuesto gratuito, visite nuestro sitio web, etc.<\/span>
\n<\/span><\/p>\n

\"Considere la posibilidad de hablar de las cosas en t\u00e9rminos de la mentalidad de su cliente ideal y de lo que podr\u00eda atraerle emocionalmente. P\u00f3ngase en su lugar y preg\u00fantese: \"\u00bfPor qu\u00e9 me gustar\u00eda este negocio? \u00bfPor qu\u00e9 me atraer\u00eda?\".<\/span>
\n<\/span>
\n<\/span>\"Recon\u00f3cete a ti mismo el duro trabajo que has realizado para averiguar la propuesta de valor de tu mensaje. Esta es la declaraci\u00f3n que suele decir a la gente exactamente lo que haces por ellos. He aqu\u00ed algunas formas de asegurarse de que tu mensaje llega:<\/span>
\n<\/span>
\n<\/span>* Si tu texto es demasiado largo, ac\u00f3rtalo.<\/span>
\n<\/span>* Si es demasiado largo, hazlo m\u00e1s corto.<\/span>
\n<\/span>* Si es gen\u00e9rico, personal\u00edzalo para que se dirija a sus diferentes audiencias.<\/span>
\n<\/span>* D\u00edlo directamente.<\/span>
\n<\/span>
\n<\/span>\"Se abierto. No hagas que la gente tenga que esforzarse para averiguar lo que haces. Mira algunos de tus anuncios y preg\u00fantate: \"Si nunca hubiera o\u00eddo hablar de esta empresa, \u00bfentender\u00eda lo que hace?\". Si eres una florister\u00eda de San Francisco, no escribas \"La gente de San Francisco nos adora\" y lo pongas junto a una foto de flores. En su lugar, diga algo como: \"Entregamos ramos de flores cultivados localmente en cualquier lugar de San Francisco... \u00a1en bicicleta!\".<\/span>
\n<\/span>
\n<\/span>Ah\u00ed lo tienes. Estos son algunos consejos de redacci\u00f3n para tus anuncios de Facebook, directamente del equipo creativo de Facebook. Ahora vamos a seguir trabajando para mejorar esa habilidad.<\/span>
\n<\/span>
\n<\/span>PRACTICAL: You need to practice this. Either RIGHT NOW \u2014 or after you finish reading this article, grab some paper and a pen. Think, for as long as needed, about your potential customers and REALLY \u00a0try to get in their shoes. Think about how they think\u2026 What are their pain points? What do they want? What <\/span>don\u2019t<\/span><\/i> es lo que no quieren? \u00bfQu\u00e9 problema quieres ayudar a resolver para ellos? Empieza a practicar. Esta es una habilidad que tienes que practicar y practicar, PERO la pr\u00e1ctica hace la perfecci\u00f3n.<\/span><\/p>\n

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LOS CINCO ELEMENTOS DE LA CREACI\u00d3N DE ANUNCIOS<\/b><\/h3>\n

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Now, you will learn about the 5 elements to any and all of your Facebook Ads, and I will give you some practical recommendations on using these elements.<\/span>
\r\n<\/span>
\r\n<\/span>Across all formats, these elements will remain consistent \u2014 and they are ALL very important in their own right.<\/span>
\r\n<\/span>
\r\n<\/span>Let\u2019s briefly define each:<\/span>
\r\n<\/span>
\r\n<\/span>Text<\/b> \u2013 This is the copy above the image or video. What works well here should be determined through <\/span>testing<\/b>. You can test out many variants\u2026Adding a CTA (Call to Action) with a link on it \u2014 or <\/span>NOT<\/b> adding one, keeping it \u201cshort and sweet\u201d or a little more descriptive, etc. You are also allowed to make it long form, meaning you can write a large amount of text on it \u2014 though that\u2019s not something I would recommend until you have reached the point of having captured people\u2019s attention enough that they\u2019ll read anything you write.<\/span>
\r\n<\/span>
\r\n<\/span>Your goal in all of this is to give your visitors a compelling reason to act.<\/span><\/p>\n

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<\/span><\/p>\n

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Headline<\/b> \u2013 This is what shows up under the image or video. The character limit for the headline is 40. You can add more text, and go over the character limit, but it may be cut off when people see your ad in certain placements. For example, in Mobile News Feed, You definitely DO NOT want it to be cut off. You want it to be clearly seen. I like capitalizing words in some cases and directing their eyeballs to the call to action with an arrow. Again, the best headlines for your brand will vary and in the end, <\/span>testing<\/b> will ALWAYS provide the clear winners.<\/span>
\r\n<\/span>
\r\n<\/span>Your goal here is to grab your visitors\u2019 attention in one line.<\/span><\/p>\n

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<\/span><\/p>\n

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Imagen\/Video \u2013 Esto es autoexplicativo. Tus videos o im\u00e1genes estan entre tu texto y el titular. Puedes tener una serie de im\u00e1genes o una serie de videos (anuncios de carrusel), o puedes tener presentaciones. Estos ejemplos ser\u00e1n cubiertos mas tarde en este modulo pero he aqui algunas recomendaciones basicas sobre videos e imagenes segun lo recomendado por Facebook . \n\n\nRECOMENDACIONES PARA VIDEOS:\n\n\n* Proporci\u00f3n Recomendada: Cuadrado (1:1) o Vertical (4:5)\n* Duraci\u00f3n Recomendada del video: Menos de 16 segundos.\n* Para maximizar la entrega del anuncio, siga las mejores practicas para Facebook M\u00f3vil.<\/p>\n

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Recomendaciones para Dise\u00f1o de Imagen:<\/span>
\n<\/span>
\n<\/span> *Tipo de archivo: jpg or png<\/span>
\n<\/span> * Proporci\u00f3n de Imagen: 9:16 a 16:9<\/span><\/p>\n

 <\/p>\n

* Dimensiones de la Imagen: 600\u00d7315, 1200\u00d7628<\/span><\/p>\n

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* Resoluci\u00f3n Recomendada: Suba la imagen de mas alta resoluci\u00f3n disponible.<\/span>
\n<\/span>* Imagenes que consisten de mas del 20% de texto pueden experimentar entrega\n Reducida.<\/span><\/p>\n

 <\/p>\n

Cuando ejecutes un anuncio de Link (Objetivo de Trafico)<\/span>
\n<\/span>
\n<\/span>* Imageness recortadas 1.91:1<\/span>
\n<\/span>* Resoluci\u00f3n Recomendada: al menos 1,200 x 628px<\/span><\/p>\n

 <\/p>\n

Llamada a la Acci\u00f3n (CTA) \u2013 Esta es la acci\u00f3n que quieres que la gente realice. Facebook est\u00e1 probando esto y pronto lo abrir\u00e1 para su personalizaci\u00f3n. Es decir, podr\u00e1s introducir all\u00ed el texto que te gustar\u00eda mostrar. A partir de ahora, hay opciones est\u00e1ndar entre las que debes elegir. La CTA aparece en tus anuncios de Facebook a la derecha del titular y la descripci\u00f3n y enlazar\u00e1 con tu sitio web, Amazon o el canal de Messenger.<\/p>\n

\u00a0<\/span><\/p>\n

<\/span><\/p>\n

 <\/p>\n

These CTAs are not ALL available for all objectives standardly. They will vary depending on the objective you choose.<\/span>
\r\n<\/span>
\r\n<\/span>These CTAs are available on a drop-down menu at the ad level. A few examples are: Subscribe, Apply now, Book now, Contact us, Shop now, Learn More, Send Message, Download, Donate, Sign Up, Contact Us.<\/span>
\r\n<\/span>
\r\n<\/span>Description<\/b> \u2013 The Description is to add additional text to emphasize why people should visit your website or engage with your brand. This won\u2019t appear in all placements. This description appears right under your Headline and you should work on keeping it at 30 characters or less. Observing the Ad Preview at the Ad Level will help you ensure that it does not get truncated.<\/span>
\r\n<\/span>
\r\n<\/span><\/i><\/p>\n

S\u00e9 que Facebook tambi\u00e9n ha estado probando bastante con esto. A veces ver\u00e1s que aparece en el newsfeed m\u00f3vil ahora. Hace un a\u00f1o, las descripciones s\u00f3lo aparec\u00edan en las computadoras de escritorio, pero, como sabes, Facebook est\u00e1 cambiando constantemente las cosas, especialmente todo lo que tiende a ser m\u00f3vil. Esperen que esto sea un elemento importante a medida que Facebook hace que esto sea una parte m\u00e1s visible de sus anuncios de Facebook.<\/span>
\n<\/span>
\n<\/span>Al final de esta mini-serie de art\u00edculos, usted tendr\u00e1 una certeza completa de estos 5 elementos y c\u00f3mo sacar el m\u00e1ximo provecho de cada uno.<\/span><\/p>\n

 <\/p>\n

Ahora, si no te has tomado el tiempo de tomar ese l\u00e1piz y papel y hacer la \"tarea\" PR\u00c1CTICA que suger\u00ed en la secci\u00f3n \"El arte de la redacci\u00f3n\", te aconsejo encarecidamente que lo hagas AHORA. Recuerda que la PR\u00c1CTICA inicialmente hace el PROGRESO, y la pr\u00e1ctica consistente progresa hacia la PERFECCI\u00d3N y la MAESTR\u00cdA. <\/span><\/p>\n

 <\/p>\n

Espero compartir m\u00e1s contigo en la segunda parte. Nos vemos all\u00ed. <\/span><\/p>","protected":false},"excerpt":{"rendered":"

This article, and the next couple of articles to follow, \u00a0will be EPIC. It will be a series that will help you to take your Facebook ads game to the next level. In it, you will learn how to utilize all the different ad formats we\u2019ve been given access to. 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