The New Era of Digital Marketing Has Just Begun

章节 1：数字营销新规则：广告投放与信息流获客

📝 本节摘要：

本章介绍数字营销规则的变化：Meta 借助 Andromeda 算法和广告文案实现更精准的受众匹配；短视频平台的推荐机制让获客重心从搜索转向信息流。企业应研究理想客户的兴趣圈层，并在客户常看的内容流中触达他们。

[原文] [Sabri Suby]: I've generated my clients over $10.2 billion in sales in over 1,184 niches. And the rules to getting customers have completely changed. And these are the seven new rules of mastering digital marketing in this new era. Starting with rule number one. CPMs are at an all-time high. The cost per clicks are also at an all-time high. And the reason for that is the game has completely changed. Up until right now, Google was always the platform that was pulling in the most amount of ad spend. But everything is becoming hyperfragmented. You've got agentic SEO coming out with all these LLMs. Google search is getting disrupted. And all of this perfect storm has caused Meta to rise. And the forecasts show that this year will be the first year ever that Meta gets the same amount of ad spend from businesses as Google. Well, it was all from one algorithm shift called

[译文] [Sabri Suby]: 我已经帮客户在 1,184 多个细分领域创造了超过 102 亿美元的销售额。获取客户的规则已经彻底变了。接下来我会讲讲在这个新时代掌握数字营销的七条新规则。先说第一条：CPM 已经达到历史最高水平，每次点击成本也一样。原因是整个玩法都变了。直到现在，Google 一直是吸引最多广告支出的平台。但如今市场正变得高度碎片化，随着各种大语言模型（LLM）的出现，智能体搜索引擎优化也开始兴起，Google 搜索正受到冲击。这一连串因素共同推动了 Meta 的崛起。预测显示，今年将是 Meta 首次从企业获得与 Google 同等广告支出的一年。而这一切，都源于一次名为……的算法调整。

[原文] [Sabri Suby]: Andromeda. Yes, the cost per click is higher than it's ever been. However, so is the CTR on ads. But the real power in it is leveraging Meta's AI to basically target individual groups of buyers based on specific words that you're putting in your copy. Take these winning broad ads that you've got and you customize just a few words in that copy to target a different segment of the market. It might be based on age, it might be based on a niche. And all you do is customize two or three words in that. And because of Andromeda, it will go out and it will find you the buyers that that is relevant for. So here's how to apply this right now in your business.

[译文] [Sabri Suby]: Andromeda。没错，每次点击成本比以往任何时候都高，但广告的点击率也同样创下新高。真正厉害的是，你可以借助 Meta 的人工智能，根据文案中的特定词语，精准触达不同的买家群体。把表现出色的广泛受众广告拿来，只改几个词，就能针对市场中的另一个细分群体。可以按年龄来调整，也可以按细分领域来调整，只需改两三个词。Andromeda 就会找到对这些内容感兴趣的买家。下面说说怎么把这套方法用到你的业务里。

[原文] [Sabri Suby]: Fire up your Ads Manager and find your winning ad. Copy and paste that ad. Then put it into your Claude. And then you tell it: You are a world-class leading direct-response copywriter. I want you to read this ad. This ad is targeted at this niche. Now what I want you to do is target this segment of the market. And I just want you to change two or three words in the ad. Do not change absolutely anything else. If you show this ad to 100 people, not one in 100 should be able to tell that it was written by a different copywriter. Just signal in it exactly who it is that you're targeting. And then you simply launch that ad with the new headline and the new body copy. And yes, you can even change up the creative a little bit and

[译文] [Sabri Suby]: 打开广告管理工具，找到表现最好的广告，把它复制下来，粘贴到 Claude 里。然后告诉它：“你是一位世界顶尖的效果广告文案撰稿人。请读一下这则广告，它针对的是这个细分领域。现在请把它改为面向市场中的这个群体，只改广告里的两三个词，其他内容一概不要动。如果把这则广告给 100 个人看，不能有任何一个人看出来它是由另一位文案撰稿人写的。只需让文案准确表明你要针对的对象。”接着，用新的标题和正文发布这则广告。你甚至可以稍微改一下广告素材，再……

[原文] [Sabri Suby]: put that demographic or the kind of niche that you're trying to target in the creative itself. This is going to unlock a whole different group of buyers that your generic ad never can. And that is rule number one: Your copy is the targeting. Okay, so that's how you use Andromeda to find the buyers. Now, let me show you where they are, which brings us to rule number two. So, up until now, when people think about getting customers, the first place that they usually think is like, hey, I want to be in front of the people that are actively looking for solutions to their problem. And that has pretty much been the lion's share of those people going to Google, Google PPC, Google organic listings, and that has been the game. And then came along OpenAI and Claude and all these LLMs, and that has

[译文] [Sabri Suby]: ……把你要触达的人口群体或细分领域直接放进广告素材里。这样就能解锁一批普通广告根本触达不到的新买家。这就是第一条规则：文案就是定向。好，这就是如何用 Andromeda 找到买家。接下来我来告诉你他们在哪里，这就引出第二条规则。一直以来，人们想到获取客户，首先想到的通常是：我要出现在那些正在主动寻找问题解决方案的人面前。绝大多数这样的人都会去 Google，搜索 Google 付费广告或自然搜索结果，这就是过去的玩法。后来 OpenAI、Claude 和各种大语言模型出现了，市场就开始……

[原文] [Sabri Suby]: fragmented that market out now, where people are using voice. They're going to LLMs, and it's becoming a little bit more noisy. And the thing that really disrupted this was TikTok. TikTok came out with literally the best recommendation algorithm that exists. And then all these platforms like Instagram and YouTube, they all rushed. They got their teams in a room and they basically said, “Figure out how this algorithm works and then copy it.” And that's exactly what they all did. And so then we moved from a place where we were actually going out there and looking for solutions to the problem. And we were searching for things on YouTube and entertainment and all that kind of stuff. And then we moved to a place where we had these algorithms being the most advanced recommendation engines that we've ever seen before. And this is exactly why

[译文] [Sabri Suby]: ……如今，这个市场变得更加分散：人们会用语音搜索，也会去问大语言模型，信息环境也更嘈杂了。真正颠覆这一局面的，是 TikTok。它推出了当时最出色的推荐算法。随后 Instagram、YouTube 等平台纷纷跟进，把团队召集起来，要求弄清楚这个算法的原理，再照着做。它们确实都这么做了。于是，我们从主动寻找问题解决方案的时代——在 YouTube 上搜索知识、娱乐等内容——走到了算法推荐时代。这些算法成了我们见过最先进的推荐引擎。这也正是……

[原文] [Sabri Suby]: Meta's share of ad dollars has completely exploded. Yes, they got hit with the whole iOS 14 kind of privacy stuff, and that was kind of a bit of a speed bump in the road. That forced them to come up with a better model, and that's exactly what they did. So now we're in a day and age where literally the algorithm is so refined that it doesn't matter what it is that you're selling. You could be selling a course on how to train your guinea pig, and this algorithm will go out and find those people, and it will find them purely based on their activity online.

[译文] [Sabri Suby]: ……Meta 的广告收入份额大幅增长。没错，iOS 14 带来的隐私变化曾给他们造成了一些阻碍，但这也迫使他们开发更好的模型，而他们确实做到了。如今，算法已经非常精细，你卖什么都没关系。哪怕你卖的是豚鼠训练课程，算法也能根据人们的线上活动，找到可能感兴趣的人。

[原文] [Sabri Suby]: But instead of just telling you this is the case, I want to show you how it actually works. So whip out your phone right now and simply go to Instagram. Then what I want you to do is click on Reels. Once you click on Reels, there's a thing on the top right-hand side that says—it's a little bar. You click on that, and it's your algorithm. It will literally show you, based on what you've been clicking on, what pools of interest you sit in. It's very enlightening, and you can add things on here as well. Then the algorithm will start to serve you that content.

[译文] [Sabri Suby]: 不过，我不想只告诉你情况是这样，我还想让你看看它实际怎么运作。现在拿出手机，打开 Instagram，点进 Reels。然后点右上角那个小条形图标，那就是你的算法偏好。它会根据你点过的内容，直接显示你属于哪些兴趣圈层，非常有启发性。你也可以在这里添加兴趣，之后算法就会开始向你推送相关内容。

[原文] [Sabri Suby]: Think about how advanced that is. It's not like, “Oh, what do we think this person wants?” It's like, “No, this is literally based on all their activity. We know what you're interested in.” And you can find yourself down all types of rabbit holes on the internet, and then you're going to start to get served very, very niche content. And this is incredibly important when it comes to finding your dream clients. So what I want you to do is sit down and find out intimately what those boxes are that your dream client could be sitting in. And you only find this out by literally going and looking at the most popular YouTube videos in your niche.

[译文] [Sabri Suby]: 想想这套机制有多先进。它不是在猜“这个人可能想看什么”，而是根据一个人的全部活动来判断：“我们知道你感兴趣的是什么。”你可能会在网上一路钻进各种兔子洞，随后开始看到非常细分的内容。找到理想客户时，这一点至关重要。我希望你坐下来，仔细弄清楚理想客户可能身处哪些兴趣圈层。要了解这一点，就去看看你所在领域最热门的 YouTube 视频。

[原文] [Sabri Suby]: Look at the suggested videos that pop up once you click on what you think are the major videos in your niche. Do it for Instagram. Do it for Reddit. Look at books. This will start to put you in the mindset of what type of content and what interest pools your dream client sits in, which is going to be incredibly important for this next step. And that is rule number two: Be in the feed, not in the search bar. So that's how to get yourself in the mindset of how to target your buyers. But what happens if they're looking for you on ChatGPT or in Claude?

[译文] [Sabri Suby]: 点开你认为属于该领域核心内容的视频后，看看弹出的推荐视频。Instagram 和 Reddit 上也这样做，还可以看看相关书籍。这能帮你了解理想客户会看什么内容、身处哪些兴趣圈层，这对下一步非常重要。第二条规则就是：出现在信息流里，而不是搜索框里。现在你知道了该如何思考买家定向，那如果有人在 ChatGPT 或 Claude 上找你，又该怎么办？