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3 EASY Steps to Scale ANY Small Business with Meta Ads
34 ideas de marketing sacadas de «3 EASY Steps to Scale ANY Small Business with Meta Ads», de Professor Charley T. Sobre todo de canales de adquisición…
- 34 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 08 min
- Publicada en 2025
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Canales de adquisiciónSe debe prescindir de estructuras publicitarias separadas para medio y fondo de embudo (MOF/BOF), así como de audiencias por intereses o lookalikes, operando toda la cuenta en una única campaña consolidada con segmentación broad (edad, género y ubicación).
You don't need these three campaigns. One campaign that does all of it. The MOF and BOF. Get rid of it. Don't. If I combine all the audiences with still broad targeting, just use the broad targeting. Don't use interest. Don't use lookalikes. Just run the broad. Age, gender, location.
Escúchalo en el minuto 24:34
Conversión directa de engagement a ventas mediante palabras clave en comentarios
ConversiónIncluir llamadas a la acción que inviten a comentar una palabra clave específica en publicaciones promocionadas permite captar prospectos de forma automatizada (por ejemplo, con ManyChat) y convertirlos en clientes sin depender exclusivamente de campañas de conversión tradicionales.
Because, oh, by the way, if you look at any one of these things, like throw in DSA at the very end of it, and it's going to send you like all of these have call to actions in them to help you sign up for the program, to get into the academy. Comment DSA to Joint Disruptor School Academy. And using tools like ManyChat, which is at this point relatively free, basically. It's like $30 a month or something. As soon as I get one person inside of Disruptor Academy from that, it's free. Now, we're using that to grow the organic audience, which means that we don't need to spend ad dollars on…
Escúchalo en el minuto 32:52
Canales de adquisiciónPara validar y optimizar creatividades con poco presupuesto (incluso desde 20 dólares al día), conviene lanzar anuncios dinámicos (DCT) primero sobre una audiencia de retargeting amplio (visitantes o interacciones de los últimos 30 días). Una vez que el algoritmo aprende el perfil de respuesta y el anuncio acumula prueba social (Post ID ganador), ese anuncio hero se gradúa y escala dentro de una campaña totalmente…
When I'm running my DCTs in my one campaign against broad, or in this case, broad retargeting, a gender location based only off the available inventory of people that have been to my site in the last 30 days or engaging me in the last 30 days or following the account, I'm training those ads how to be successful. I'm building a post ID. I'm building a hero ad. I can take those best ads and I can put them in a broad campaign. I can add an additional ad set to my campaign. But instead of going broad retargeting, I can just go up front and up broad. I will have trained ads to learn who should see…
Escúchalo en el minuto 51:01
Elimina las exclusiones de compradores en las campañas de anuncios
Canales de adquisiciónNo excluyas a los clientes que ya han comprado de tus campañas publicitarias. Permitir que los compradores existentes sigan viendo tus anuncios reduce los CPMs debido a su mayor interacción positiva, entrena al algoritmo de la plataforma con señales de alta calidad y disminuye el costo de adquisición combinado (blended CPA), mientras que excluirlos encarece el alcance hacia audiencias menos propensas a comprar.
In fact, more repeat customers helps this number get lower. If you're excluding purchasers from your audience, you're making this number higher, and also, for what it's worth, you're making the machine dumber, which is stupid. One of the easiest ways of reducing customer acquisition costs is to remove your exclusions. You think, well, why am I showing ads to people that have already bought? And the honest truth is because they like seeing your content, so your CPMs get lower, the quality of your targeting audience gets better and better and better. And honestly, if you reach 10,000 people and…
Escúchalo en el minuto 43:29
Promocionar contenido orgánico con campañas de interacción para entrenar el algoritmo y abaratar costes
Canales de adquisiciónImpulsar posts orgánicos valiosos mediante campañas de interacción en Meta (a un 5%-10% del CPM de conversión) permite entrenar al algoritmo sobre quién responde al contenido, aumentar el alcance orgánico y construir audiencia previa, evitando que las campañas de conversión asuman solas todo el coste del prospecting.
So the point is, I'm running all of these through engagement campaigns. At 5% of the CPMs that you're paying for anything else. 10% maybe. And I'm training the machine who to show my content to. The machine is getting smarter and smarter at who to show my content to. Which means when I run ads, it's better and better at understanding who they are. I'm using the engagement campaign. I'm pulling out my organic stuff. So the point is we're doing that with an automated rule that says, once this thing gets out to like 5,000, 10,000 impressions, I'm turning it on. Then I'm able to go back and say…
Escúchalo en el minuto 36:44
Canales de adquisiciónPara validar y optimizar creatividades con poco presupuesto (incluso desde 20 dólares al día), conviene lanzar anuncios dinámicos (DCT) primero sobre una audiencia de retargeting amplio (visitantes o interacciones de los últimos 30 días). Una vez que el algoritmo aprende el perfil de respuesta y el anuncio acumula prueba social (Post ID ganador), ese anuncio hero se gradúa y escala dentro de una campaña totalmente…
When I'm running my DCTs in my one campaign against broad, or in this case, broad retargeting, a gender location based only off the available inventory of people that have been to my site in the last 30 days or engaging me in the last 30 days or following the account, I'm training those ads how to be successful. I'm building a post ID. I'm building a hero ad. I can take those best ads and I can put them in a broad campaign. I can add an additional ad set to my campaign. But instead of going broad retargeting, I can just go up front and up broad. I will have trained ads to learn who should see…
Escúchalo en el minuto 51:01
Medición y experimentosNo se debe evaluar la retención únicamente mediante el volumen global de pedidos repetidos, ya que compras masivas de un único usuario pueden inflar la métrica; lo relevante es medir qué porcentaje de clientes individuales realiza una segunda compra.
Your repeat buyer rate is very different than your second purchase rate. If one asshole buys 1,000 times, your second purchase rate, your repeat buyer rate might be 99%, but you might have 99% of customers never buy again. What matters is how many times does one customer, how many of your customers buy more than once. That's what actually matters.
Escúchalo en el minuto 6:13
Canales de adquisiciónInvertir pequeñas cantidades de presupuesto en contenidos orgánicos para alcanzar un umbral inicial de impresiones entrena al algoritmo de Meta sobre a quién mostrarle el contenido, lo que desbloquea alcance orgánico ganado adicional y reduce los CPMs a niveles de 2 a 3 dólares.
I'm putting money behind all of these. But I'm putting money behind to get them to 5,000 impressions. Now, if it gets 6,000 or in this case, 10,000 views, that means that those ad dollars are So Facebook understands who to show this content to. So then it learns who to push this content out to above and beyond my ad dollars. This is earned reach. We're training the machine to understand who to show our content to. So now we are using ad dollars to promote organically our content to our audience to teach the machine who we should be showing ads to. Maybe we're spending ad dollars to promote…
Escúchalo en el minuto 30:52
Canales de adquisiciónInvertir pequeñas cantidades de presupuesto en contenidos orgánicos para alcanzar un umbral inicial de impresiones entrena al algoritmo de Meta sobre a quién mostrarle el contenido, lo que desbloquea alcance orgánico ganado adicional y reduce los CPMs a niveles de 2 a 3 dólares.
I'm putting money behind all of these. But I'm putting money behind to get them to 5,000 impressions. Now, if it gets 6,000 or in this case, 10,000 views, that means that those ad dollars are So Facebook understands who to show this content to. So then it learns who to push this content out to above and beyond my ad dollars. This is earned reach. We're training the machine to understand who to show our content to. So now we are using ad dollars to promote organically our content to our audience to teach the machine who we should be showing ads to. Maybe we're spending ad dollars to promote…
Escúchalo en el minuto 30:52
Validar reels orgánicos mediante campañas pagadas de interacción excluyendo a seguidores actuales
Canales de adquisiciónPara acelerar el crecimiento y validar piezas de contenido, se puede asignar presupuesto publicitario de interacción a cada reel publicado, excluyendo a los seguidores actuales del perfil y limitando el alcance inicial entre 5.000 y 10.000 impresiones para evaluar qué piezas atraen seguidores y a qué costo por adquisición.
What I'm actually doing, step number one, is I'm putting ad dollars for engagement campaign behind every single one of these posts. I am excluding the followers for this Instagram account. And what I am doing is I'm running those up to 5,000 or 10,000 impressions. Then what I'm doing is I'm actually tracking to see which of these gets followers and how much that costs.
Escúchalo en el minuto 27:28
Medición y experimentosPara fijar el presupuesto de anuncios de forma predecible y sostenible, deduce los costes operativos de los ingresos totales y reinvierte el 50% del beneficio neto resultante en el gasto publicitario del mes siguiente.
Now, I have also taken out 40% for operational costs. Because I got to pay myself. So this number minus 40% minus ad spend gives us this number. Now, here's my business rule. I'm going to put 50% of my profit into ad spend for the next month. So that's where this number comes from.
Escúchalo en el minuto 8:56
Canales de adquisiciónPara campañas de conversión o suscripción de bajo ticket, una estrategia efectiva de 'broad retargeting' consiste en impactar conjuntamente a todas las personas que han visitado la página web y a quienes han interactuado con las redes sociales en los últimos 30 días, asegurando un grupo nutrido y de bajo coste con interés previo.
It's called broad retargeting. Now, in this case, for my school, and if you're running a school campaign, you can 100% do this, or for your website, who's been to your page recently? My audience happens to be everyone who's been to school.com Disruptor Academy in the last 30 days and anyone who's engaged with the Disruptor School Social in the last 30 days. That is a broad retargeting audience, right? It's thousands of people. All those engaged people, all those followers, all the people that have entered the website, we're hitting them up with ads to sign up and buy.
Escúchalo en el minuto 47:42
Retención y relación con el clienteEl crecimiento sostenible de un negocio no depende de métricas aisladas de adquisición (como ROAS o MER), sino del suelo de ingresos generado por la tasa de segunda compra (rollover de clientes). Para crecer, la tasa neta de adquisición de clientes nuevos debe superar la tasa de bajas o churn del periodo.
Now, at a churn rate of 13%, we get this many customers rolling over. This is repeat customer rollover. What matters here is this is our revenue floor. This is how much money we make without doing anything. This is our second purchase rate. The AOV times the number of customers who buy twice equals this number. If I know that of these 200 customers, 117 are from previous rollover, because this number, second purchase rate, or in this case, churn, is basically the opposite of second purchase rate. Churn of 13% means second purchase rate for this business is 87%. If 13% of these people, 135…
Escúchalo en el minuto 10:27
Retención y relación con el clienteSi la tasa de adquisición supera al churn y los clientes realizan una segunda compra, el suelo de ingresos mensuales se eleva de forma acumulativa, eliminando la necesidad de que la adquisición sea rentable en la primera orden.
And as long as I can acquire new customers faster, then I churn customers. My returning customer, my revenue floor is going to go up on a monthly basis as soon as I get somebody buying a second time. And if it's a 90-day, then it means on month four, this number isn't zero. And now you never have to be first order profitable ever again.
Escúchalo en el minuto 15:50
Diseñar creativos en video explícitamente dirigidos al nicho al pautar con segmentación broad
Mensaje y copywritingAl utilizar segmentación broad (amplia) en Meta Ads, el video publicitario debe ser sumamente claro y evidente en relación con el nicho al que pertenece para que el algoritmo filtre y cualifique a la audiencia correcta.
Do you have – do I need to make a video stupidly obvious that it belongs to the niche? First off, yes, you should be making videos stupidly obvious that it belongs to the niche. Second, any product in the world will work for broad targeting and 322 ads work for any type of ad that you're running regardless of what the product, vertical, niche, or business model is because that's how Facebook is designed to work.
Escúchalo en el minuto 22:08
Canales de adquisiciónPara gestionar catálogos amplios en Meta Ads, se recomienda crear una campaña dedicada de ventas con catálogo seleccionando a nivel de ad set la opción de prospección (audiencia amplia) en lugar de retargeting.
Second, use catalog ads. In order to do that, Libertarian Country 3920, you need to set up a sales campaign and then use the catalog option. I would have a dedicated campaign just to get that done. And when it comes down to the targeting options, you choose the left one, which is prospecting, versus the right one, which is retargeting people based on the actions they've taken on your website at the ad set level when you're choosing your targeting audience.
Escúchalo en el minuto 19:28
Promocionar contenido orgánico validado para reducir CPMs y controlar la frecuencia
Canales de adquisiciónPromocionar contenido orgánico que ya ha demostrado buena recepción del público permite ampliar el volumen de audiencia y mejorar la relación con la plataforma publicitaria, lo que disminuye los CPMs y previene la saturación por alta frecuencia.
And again, we haven't even talked about the style of the campaign, but one of the simple ways of reducing your frequencies, increasing the volume of people that like to see your content. Maybe if we start promoting our organic content and finding things that people like to see from our business, we will have a better relationship with the platform, which will reduce our CPMs and get us to a higher volume of higher quality content for a lower price. That's a real easy, easy way to reduce your CPMs.
Escúchalo en el minuto 45:58
Oferta y precioUtilizar una oferta introductoria de prueba a precio simbólico o muy reducido (por ejemplo, tres clases por 10 dólares) disminuye la fricción de captación y permite validar la experiencia antes de vender una suscripción o membresía recurrente.
Any business can do this. My wife's Pilates Studio has a new customer deal where it's, I think, like three classes for $10 or something like that. And if you like it, hey, look, you can jump into the membership.
Escúchalo en el minuto 56:13
Concentrar la pauta en un único producto héroe en lugar de dispersar presupuesto en todo el catálogo
Oferta y precioFrente a un catálogo de múltiples productos, no se deben publicitar todos de forma simultánea; es más eficiente identificar el producto principal de mayor retorno y concentrar los anuncios exclusivamente en él.
So what would you recommend for a small hobby info product business around 12 core products? No DPA, stick with one campaign setup? As a matter of fact, small hobby info product-based business around 12 core products. What's the one product that is actually best for your business? What's the one product that's actually going to be best for your overall efforts? You probably don't need to support 11 of those 12 with ads. And it doesn't mean they're bad, but it just means they're not the most valuable investment for your business. Focus on what matters.
Escúchalo en el minuto 22:52
Canales de adquisiciónPara entrenar el algoritmo de la plataforma publicitaria sin depender exclusivamente de tráfico broad desde cero, se pueden lanzar campañas de interacción usando audiencias similares (lookalikes) de los seguidores actuales y excluyendo a la base existente.
So you're advertising an organic post and ads managed awareness campaign. Nope, we're doing the engagement, right? And this cheat code for machine learning, as far as I know, is it broadened and excluded current followers? Yeah, Dom. That's how we're doing it. In fact, I'm even gone so far as to lookalike of my followers so that I don't even have to have the machine do all the heavy lifting on the broad. Because all we're trying to do is teach the machine who to show the ads to when we get the ads.
Escúchalo en el minuto 1:00:00
Uso de IA para redacción y activos complementarios frente a diseño de la oferta central
Mensaje y copywritingLos modelos de lenguaje e inteligencia artificial suelen tener dificultades para diseñar una oferta comercial estratégica desde cero, pero son altamente efectivos para redactar páginas de aterrizaje, secuencias de email y copys una vez que la oferta base está definida.
And 322 ChatGPT can assist in creating your offer. It'll probably struggle in making the offer for you, to be completely honest. But it'll help you build the landing page and the emails and everything else.
Escúchalo en el minuto 59:39
Canales de adquisiciónLimitarse a campañas de Advantage+ (ASC), cost caps y rotación constante de anuncios solo captura el fruto maduro (fondo del embudo) e impide que el sistema aprenda y desarrolle audiencias más amplias de prospección.
They're running ASC campaigns. They're running cost campaigns. They're running new ads all the time. Every single one of those things is focusing on purely the bottom of the funnel, closest to the core. You can't get bigger if you're always constantly launching new ads and using cost cap and advantage plus, which means you're only going after low hanging fruit with every new effort. None of the efforts are ever actually being able to learn how to get any better because you're actually not letting anything learn because you're killing anything that isn't successful right away. You're basically…
Escúchalo en el minuto 39:08
Canales de adquisiciónLimitarse a campañas de Advantage+ (ASC), cost caps y rotación constante de anuncios solo captura el fruto maduro (fondo del embudo) e impide que el sistema aprenda y desarrolle audiencias más amplias de prospección.
They're running ASC campaigns. They're running cost campaigns. They're running new ads all the time. Every single one of those things is focusing on purely the bottom of the funnel, closest to the core. You can't get bigger if you're always constantly launching new ads and using cost cap and advantage plus, which means you're only going after low hanging fruit with every new effort. None of the efforts are ever actually being able to learn how to get any better because you're actually not letting anything learn because you're killing anything that isn't successful right away. You're basically…
Escúchalo en el minuto 39:08
Evitar el modelo de tienda generalista y enfocar la oferta en un solo nicho fuerte
Investigación de mercado y clienteEn negocios como print-on-demand o ecommerce, dispersar la publicidad entre múltiples nichos y categorías de productos no relacionados reduce la efectividad; es preferible concentrarse en una sola propuesta o nicho que se domine bien.
Honestly, you should probably not be focusing on different targets and different niches and different audiences. I'd be focusing on the one thing that you can do well. You have a general store. That is part of the reason you're not successful.
Escúchalo en el minuto 19:15
Regla de reinversión del 50% del beneficio neto en pauta publicitaria
Canales de adquisiciónPara escalar la inversión publicitaria de forma sostenible, descuenta un porcentaje estimado de gastos operativos (como el 40%) de los ingresos brutos y reinvierte el 50% del beneficio neto resultante como presupuesto de anuncios para el mes siguiente, financiando el crecimiento con flujo orgánico y compras recurrentes.
Now, we reduce our revenue by 40% to handle operational expenses and ad spend. We profited $2,700. I'm going to take 50% of that $2,700, 50% of my gross, of my net profit, and I'm going to add it into ad spend for the month of February.
Escúchalo en el minuto 42:25
Oferta y precioCuando una tienda de comercio electrónico o print-on-demand no cuenta con un producto estrella definido, conviene empezar pautando el catálogo completo para analizar la tasa de conversión de cada landing page e identificar qué producto funciona mejor como gancho de adquisición.
Yeah, start off a hero product is what I'm assuming that means. Start off with cataloging. Figure out what product is the best one to get people to join. Look at your conversion rate by landing page. And you can start to build an identity for your brand.
Escúchalo en el minuto 1:02:03
Estrategia de contenidosMantener una estética y un formato homogéneos en las publicaciones establece un contrato implícito con la audiencia: el usuario sabe exactamente qué tipo de valor y formato esperar al pulsar el botón de seguir, a diferencia de perfiles que saltan constantemente entre tendencias desconectadas.
If all of your content looks and feels the same, when people follow your account, you're making a social contract. You are saying that if you follow my account, you are going to see more things like this. Now, that to be said, if you look at this, they all look and feel the same, right? If you follow this account, then you know what you are getting. And what you are getting is marketing advice that is very complex things made very simple Like that is the social contract that I am signing with you and you follow.
Escúchalo en el minuto 28:56
Medición y experimentosNo siempre es imprescindible ser rentable en la primera compra si se conoce con precisión la ventana de flujo de caja y el tiempo que tarda el cliente en volver a comprar. Evaluar el negocio únicamente por la atribución publicitaria de plataformas como Facebook puede ocultar la verdadera rentabilidad global.
Because, remember, Facebook attribution is also complete bullshit, but we're looking for North Stars. So, our Facebook attribution model says our CPA is $38, even though we actually know it's $2.57. Now, why this matters is if you have a second purchase rate, if you know when your cash flow is. Now, let's say your actual cash flow is 90 days, right? You only need to be first order profitable until any of these people buy again. And even then, you don't necessarily need to be first order profitable. You should be spending a portion of your revenue on ads. If you need the ads to actually have a…
Escúchalo en el minuto 11:11
Oferta y precioEsquema de monetización para comunidades privadas y consultoría: paquete trimestral de 2.500 USD (que incluye 3 meses de membresía, 2 sesiones 1 a 1 y recursos adicionales, con opción de depósito del 50%) frente a una opción recurrente con prueba pagada de 7 días por 100 USD y posterior mensualidad de 595 USD.
Right now, we have our new 2025 offer. Subscribe and save. For $2,500, you get three months of the inner circle plus two one-on-ones with me and the Begin to Win bundle. And you can do it full payment or you can put a 50% deposit. Like, I'm trying to make this doable for everyone. And if that doesn't float your boat, you can just join the inner circle on its own. And it's like $100, seven-day trial. And then $5.95 a month after that.
Escúchalo en el minuto 1:07:25
Concentración desproporcionada de ventas e interacciones en un solo anuncio ganador
Medición y experimentosEn fases tempranas de prueba con anuncios dinámicos (DCT), la distribución de resultados tiende a ser altamente asimétrica: con 500 dólares invertidos, el 90% de las ventas provino de un único DCT y el 80% de las interacciones se concentraron en un solo identificador de publicación (Post ID).
Now, full disclosure, I'm now about $500 in. And 90% of the sales are from one DCT. Now, when I look at the comment sections of all the replies to everything, I can see that actually about 80% of those engagements are all happening on one post ID.
Escúchalo en el minuto 51:18
Canales de adquisiciónSi la frecuencia en una campaña publicitaria aumenta, se debe dar tiempo a la plataforma para que amplíe la audiencia y optimice la entrega, lo que reducirá la frecuencia y los CPMs; forzar límites con cost caps en campañas automatizadas suele saturar la frecuencia en lugar de contenerla.
If your frequency is too high, just wait. And as your audience continues to grow, your frequency will come down. And because you're teaching the machine how to do things better, the turtle, right? Then this frequency will also come down because your CPMs will also come down because you're improving your relationship to the platform. If you're running cost caps in ASC, it will only ever go up.
Escúchalo en el minuto 1:00:57
El enfoque exclusivo en ratios como ROAS y CAC/LTV distorsiona el escalado del negocio
Medición y experimentosEvaluar la viabilidad y el escalado de una empresa fijándose únicamente en métricas aisladas como ROAS, MER o el ratio CAC frente a LTV no refleja cómo se construye realmente un negocio rentable.
You've been told a whole bunch of really silly things like CAC to LTV, which makes no fucking sense. And you've been told silly things like ROAS and MER and LTV and all sorts of other stuff. None of that matters. That's not how you build a business. You've been told that you need to be first or profitable, which is a complete lie. You've been told that CAC is all that matters, which is a complete lie. You've been told that LTB is how you scale a business, which is a complete lie.
Escúchalo en el minuto 3:08
Costo por seguidor alcanzado mediante promoción de reel educativo
Medición y experimentosUna campaña de interacción sobre un reel con contenido educativo alcanzó a 42.000 personas y generó 465 seguidores nuevos a un costo de 0,89 dólares por seguidor.
this is reaching 42,000 people. This has got me 465 follows. Now, according to this math, 465 follows here. It's got me 89 cents a follow.
Escúchalo en el minuto 28:24
Medición y experimentosUn modelo de membresía o comunidad de pago a 97 dólares al mes puede alcanzar 147 suscriptores y superar los 10.000 dólares de MRR en solo tres semanas desde su lanzamiento.
And ultimately, what really matters here is I'm going to show you how to build any business based on what I personally am doing right now to take this business from zero people three weeks ago to $147 at $97 a month. And again, I'm going to use the example of a business that I started three weeks ago that is now at a 10K MRR.
Escúchalo en el minuto 0:52
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