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3 Steps to Meta Ad Scaling Success
32 ideas de marketing sacadas de «3 Steps to Meta Ad Scaling Success», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 32 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 00 min
- Publicada en 2025
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Medición y experimentosLa frecuencia diaria de una creatividad en Meta Ads determina su función real: una frecuencia de 1.1 indica que el 90% de la entrega es prospección pura, mientras que una frecuencia de 1.5 significa que el 50% del presupuesto se destina a impactar dos veces a las mismas personas el mismo día, convirtiéndolo funcionalmente en retargeting aunque la audiencia esté configurada como abierta o lookalike.
is to understand if your frequency by day is a 1.1 that means 10% of people are seeing that ad twice that ad is basically 90% prospecting if your frequencies is a 1.5 that means 50% of your PE that means 50% of people are seeing your ad at least twice today that means 50% of your budget is being used to retarget people with that ad in the same day it is functionally a retargeting ad even if the audience is Broad even if it's a lookalike even if you're excluding everybody if somebody's being retargeted by that ad in the same day and that's 50% of people that is a retargeting ad and generally…
Escúchalo en el minuto 30:58
Uso de anuncios dinámicos en presupuestos bajos frente a anuncios estáticos
Canales de adquisiciónIncluso con presupuestos reducidos (por ejemplo, 20 dólares al día), conviene utilizar creatividades dinámicas en lugar de anuncios estáticos únicos; depender de un solo anuncio obliga a acertar al 100% en la hipótesis creativa, mientras que el formato dinámico delega la optimización a la máquina y reduce el riesgo de fallo.
going to spend money on ads that don't work so if you can hit a home run on ad number one you're going to have more way in the flexible ad format than if you don't however if you're not 100% right 100% of the time not spending all of your money on one ad might be a value ad right 100% of the time just help me empower the machine to be better for me provide results the honest truth is man whether spending 20 bucks a day or 20,000 a day um I would still use Dynamic ads the bottom line is if you're only spending 20 bucks a day and you're not using Dynamic ads you're going to live and die by your…
Escúchalo en el minuto 42:21
Evaluar la rentabilidad publicitaria por beneficio bruto por transacción y no solo por CPA
Medición y experimentosUn coste de adquisición (CPA) más elevado puede ser mucho más rentable si el ticket medio (AOV) crece en mayor proporción: pagar un CPA de 50 $ con un AOV de 105 $ genera un margen neto significativamente mayor por transacción que pagar un CPA de 30 $ con un AOV de 45 $.
um profit volume devices and this is where understanding that gross profit per transaction really helps if you have an item where the CPA is $20 higher let's say from instead of 20 bucks let's say instead of 20 a $30 CPA it's a $50 CPA but the aov instead of being 45 is a 105 one of those makes you a lot more money per
Escúchalo en el minuto 11:09
Medición y experimentosConfigurar una métrica personalizada de margen o beneficio bruto por transacción (Ticket Medio / AOV menos Costo por Adquisición) evita descartar anuncios con CPA más alto que generan el doble de beneficio neto gracias a ventas cruzadas o upsells.
the next bit what we want to do is basically make a custom column in our dashboard called gross profit per transaction and this is going to tell us the gap between our average order value and a cost per purchase now why does this matter well because not all money is cly equal and not all money costs the same and this is what really cost cap spend on let's say they make a sale for 35 well you made $15 gross profit per transaction on that sale now what if there was another rad that cost 40 or 45 to make the sale but it never cost but what if the aov on that was say $75 because those people…
Escúchalo en el minuto 5:20
Canales de adquisiciónAl ejecutar pruebas con la estructura 3:2:2 (anuncios dinámicos), los creativos deben probar variaciones de ganchos (hooks) en lugar de conceptos completamente diferentes; cambiar el anuncio por completo desvirtúa el testeo y le resta predictibilidad y escalabilidad a la optimización algorítmica.
question does 3g2 ADS work when the ads are completely different don't make the ads completely different you can have three different variation hooks absolutely but if the ads are completely different that you're not actually testing ads you're just you're misusing the tool right it's like using hanging fruit but it's not scalable so so look for scalability sustainability
Escúchalo en el minuto 41:23
Canales de adquisiciónAl introducir nuevos anuncios, se deben integrar dentro de las campañas existentes en lugar de abrir campañas adicionales, evitando fragmentar los datos y degradar el rendimiento del algoritmo.
you're going to run more ads do not start more campaigns the more campaigns you run the Dumber your machine is all
Escúchalo en el minuto 21:20
Medición y experimentosDos anuncios que dirigen tráfico a la misma página de aterrizaje pueden generar valores medios de pedido (AOV) totalmente distintos, ya que los usuarios no siempre compran el producto estrella promocionado en el anuncio. Por ello, conviene añadir el AOV como columna personalizada por anuncio y optimizar evaluando el margen bruto por transacción (la diferencia entre AOV y CPA) para contextualizar el verdadero…
meta ads is I want you to start to look at your actual gross profit per understand that this that that two ads going to the same landing page are going to have different average order values and that's going to happen for three and Fries the point is that people don't always necessarily buy what it is that you got to understand if you were to add average order value is a custom column in your Facebook ad dashboard your ads values now what really matters is the gap between aov and CPA of course too but the gap between aov and CPA okay honey here you go what we also call gross profit per…
Escúchalo en el minuto 3:30
Mantener una sola campaña de anuncios por objetivo de negocio
Canales de adquisiciónSe debe configurar una única campaña publicitaria por cada objetivo de negocio específico, evitando tener múltiples campañas (como ASC, CBO o manuales) compitiendo por entregar el mismo resultado comercial.
anything um you should have one campaign per business objective I would not have two campaigns designed to deliver the same business
Escúchalo en el minuto 25:40
Canales de adquisiciónEstructurar campañas publicitarias separando conjuntos de anuncios por fases del embudo (TOFU, MOFU, BOFU) es una práctica obsoleta; el algoritmo de Meta optimiza y entrega los creativos dinámicamente según el comportamiento de la audiencia.
interested in having three different adsets for each stage in the funnel your creatives will be used by the platform don't want you to have adsets to reach stage the funnel I want you to be focusing on making the best ads you can that having ad sets by part of funnel is a very Antiquated way of doing things basically since 2017 that was the wrong way of doing things so let me help you save six years seven years eight years
Escúchalo en el minuto 23:07
Jerarquía de funciones en un anuncio de Facebook: creativo, titular y texto principal
Mensaje y copywritingCada componente del anuncio tiene una función secuencial: el creativo detiene el scroll y capta la atención; el titular aporta contexto y genera la intención de clic (responsable del 5% al 10% de la decisión); y el texto principal supera objeciones y empuja hacia la acción final al usuario que aún no ha decidido hacer clic.
we've created a leanin experience that's the job of the creative then we get to the second part which is the headline and this is generally 5 to 10% of why website because it gives context to the creative and all ultimately inspires the third part which is the primary text the words above the video this is ultimately only five or 10% of why somebody does in that experience it should give click on the ad so it's only there to get people across the Finish Line if and drive traffic the creative stops the scroll the headline creates intent and the primary text finishes the job it's creatives to…
Escúchalo en el minuto 50:12
Canales de adquisiciónLos anuncios orientados a venta directa y resolución de objeciones tienen un CPA más bajo y alta eficiencia inmediata, pero sufren de mayor CPM y frecuencia porque solo impactan a usuarios ya convencidos. Intentar escalar el presupuesto concentrándose exclusivamente en estos anuncios de fondo de embudo provoca fatiga publicitaria y ahoga la captación de nuevos clientes.
CPM the closer that ad is to the sales Point meaning that the person that clicks on that ad is most likely to make a transaction and it appeals to a smaller group of people Those ads that have a higher frequency and are more efficient if an really good at getting a sale say for instance a static ad that has features and benefits on that ad tends to have a higher frequency a higher CPM because it's sitting lower in the funnel in how Facebook is using it and they generally are more efficient the CPA on those are efficiency but won't scale because it only appeals to people who are already ready…
Escúchalo en el minuto 30:16
Sobreoptimizar la eficiencia y el CPA en paid social reduce el volumen de todo el embudo
Canales de adquisiciónForzar un CPA extremadamente bajo en canales de paid social como Facebook suele incrementar el CPM y la frecuencia hacia una audiencia reducida que ya está lista para comprar, pero sacrifica el volumen total de personas nuevas. El verdadero propósito del top of funnel es alimentar la demanda para los canales de intención (búsqueda) y canales propios de inventario (email, SMS, comunidades), que luego impulsan las…
purpose of your ads is to amplify the opportunity of your marketing channels what we call inventory marketing this is email SMS people in your slack group or Discord Community people on your broadcast channels for Instagram folks who have opted into seeing your messaging above that we have intent based marketing this is PPC this is search and EM this is search once the purpose of your Facebook ads is to amplify the volume of people that know about you enough to have intent or to join your inventory System now if you focus on the efficiency of your Facebook ads by getting the CPA to be as low…
Escúchalo en el minuto 56:43
Medición y experimentosOptimizar campañas de Facebook Ads basándose en la tasa de clics (CTR) resulta ineficaz porque es una métrica no accionable influenciada por demasiadas variables que no garantizan el éxito comercial del anuncio.
clickthrough rate however has is an in actionable metric when it comes to Facebook ads anybody that says here's how to optimize your Facebook ads and then mentions click through rate has no idea what they're doing um just ignore that it's it's a nonsense metric when it comes to Facebook ads there are way too many variables that that metric has no action ability and if anybody wants to
Escúchalo en el minuto 45:25
Canales de adquisiciónOptimizar campañas de publicidad digital únicamente para mostrar un CPA bajo suele reducir el alcance a personas que habrían comprado de todos modos; esto maquilla la eficiencia del canal publicitario pero anula el impacto incremental en el resto del negocio e impide escalar.
really matters for your bottom line is that it also means you're providing way less incremental LIF to all of your other marketing channels if you're reaching far fewer people and the people that you reach are also more likely to buy anyway your Facebook ads can look amazing and you'll never be able to scale your business you're going to be growth potential of the brand so the first step in your meta ad scaling success is understanding the gross profit per transaction and incrementality of your marketing
Escúchalo en el minuto 10:05
Incompatibilidad de escalar dependiendo únicamente de anuncios de fondo de embudo (BOFU)
Canales de adquisiciónConfiar exclusivamente en anuncios agresivos de respuesta directa (bottom of funnel) orientados a atribuirse ventas inmediatas no es escalable ni sostenible: provocan alta frecuencia y CPMs elevados al depender únicamente del último punto de contacto en el recorrido del cliente.
the biggest mistakes the biggest mistake most advertisers make is they try to get a sale with every single ad and they define success for an ad by how many sales it can take credit for these types of high pressure direct response ads are what we call bottom of funnel ads efficient they have two big problems check out you'll see that they have a very high frequency and a very high CPM and number two these aren't scalable and they're not very sustainable because they rely on being the very last touch only focus on bottom of funnel ads you'll miss the bigger picture of it's not scalable it's not…
Escúchalo en el minuto 51:24
Canales de adquisiciónLos anuncios con el CPA más bajo suelen mostrar CPMs y frecuencias elevadas porque el algoritmo los muestra al final del embudo; priorizarlos al escalar reduce el alcance de nuevos clientes y provoca que Meta reclame ventas que hubieran ocurrido orgánicamente por Google o email.
Those ads overwhelmingly also have a higher CPM and a higher frequency the reason that the're super efficient is because Facebook is using them further down the funnel and we'll get to a bit fun fact when you focus on CPA and you start focusing on these ads with higher frequencies and higher cpms you're reaching fewer people and what that does more than anything when you scale them up is it gives you less new email addresses less Google searches less Amazon sales you are making Facebook more effective to in a way that ultimately starves the rest of the almost always lowering your CPA is a…
Escúchalo en el minuto 6:06
Canales de adquisiciónLos anuncios con el CPA más bajo suelen mostrar CPMs y frecuencias elevadas porque el algoritmo los muestra al final del embudo; priorizarlos al escalar reduce el alcance de nuevos clientes y provoca que Meta reclame ventas que hubieran ocurrido orgánicamente por Google o email.
Those ads overwhelmingly also have a higher CPM and a higher frequency the reason that the're super efficient is because Facebook is using them further down the funnel and we'll get to a bit fun fact when you focus on CPA and you start focusing on these ads with higher frequencies and higher cpms you're reaching fewer people and what that does more than anything when you scale them up is it gives you less new email addresses less Google searches less Amazon sales you are making Facebook more effective to in a way that ultimately starves the rest of the almost always lowering your CPA is a…
Escúchalo en el minuto 6:06
Los anuncios de respuesta directa suelen tener peores métricas de calidad en Meta pero mejores resultados de negocio
Medición y experimentosLos anuncios de alto rendimiento y enfoque agresivo en conversión directa (bottom-of-funnel) suelen registrar una mayor fatiga y clasificaciones de calidad más bajas en Facebook porque los usuarios prefieren no ver publicidad transaccional directa; por ello, la optimización debe guiarse por métricas reales de negocio y costos (CPM y frecuencia) en lugar del quality ranking de la plataforma.
other stuff and here's the thing High performing ads generally have a higher ad fatigue and high performing ads generally have a lower quality ranking why because they're direct response ads that are better at getting the sale they are ads that people are less likely to want to see because they are more aggressive at getting the sale they are bottom of funnel adver they're bottom of funnel adverts do I care about the quality rankings no do I look at them no what I care about is business results and overwhelmingly the quality ranking is the CPM and the frequency you don't need the metrics all
Escúchalo en el minuto 15:40
Umbral de gasto para justificar estructuras complejas de campañas en Meta Ads
Canales de adquisiciónNo se justifica crear configuraciones complejas o sostener de cuatro a cinco campañas publicitarias a menos que se inviertan entre 20.000 y 30.000 dólares o se generen cientos de transacciones al día.
this stuff up unless you can afford to support four or five campaigns and the honest truth is unless you're spending 20 $30,000 or you're getting hundreds of transactions a day getting down this rabbit hole is probably a waste of your
Escúchalo en el minuto 25:10
Canales de adquisiciónLos anuncios pagados no realizan la venta de forma aislada, sino que su propósito es ganar atención cualificada y dirigir tráfico; la conversión final depende del sitio web, el email marketing y los múltiples puntos de contacto del recorrido del comprador.
something really important Facebook ads don't make the sale they earn attention remember that nobody can hit Buy on your ad they have to go to your website and they're probably on your email list competitors the journey for somebody to buy from you has a thousand touch points incrementality the purpose of your ads business the purpose of your ad is not I repeat is not to make ads to not make sales the point is this your website makes sales your ads
Escúchalo en el minuto 51:00
Estructura de catálogos dinámicos alineada a métricas de retención y rentabilidad
Canales de adquisiciónPara optimizar anuncios dinámicos (DABA y retargeting DPA), se deben curar subcatálogos basados no solo en los productos más vendidos, sino en aquellos que generan el mejor viaje del cliente y la mayor tasa de segunda compra, alineando los conjuntos de productos con objetivos como flujo de caja futuro, volumen o margen de beneficio.
nutshell one Dabba one DP retargeting a 10,000 audience of VI content red to cart yes after that curate your product for you with best performers yes also optimize for the ones of the best customer Journey second purchas rate yes and make different catalogs of different business objectives yes look at understand how to appropriately align your cataloges with the different business objectives of future cashow low volume of transactions and profit
Escúchalo en el minuto 17:29
El elemento visual determina el 80-85% de la detención del scroll
Mensaje y copywritingEn los anuncios de redes sociales, el componente visual (imagen o video) representa entre el 80% y el 85% de la efectividad para detener el scroll del usuario en el feed.
we have the creative this is the image or the video in your ad this is 80 to 85% of why somebody stops their scroll and by the way these numbers and data are backed by dozens and dozens of studies going back over a decade yes
Escúchalo en el minuto 49:31
Retención y relación con el clienteLa rentabilidad real y la escala de un negocio provienen de lograr que los clientes compren más de una vez, ya que la segunda transacción genera un margen significativamente mayor. Depender exclusivamente de ventas inmediatas de una sola transacción impulsadas por anuncios no constituye un negocio con flujo de caja futuro, sino un trabajo de ventas.
that now the way most businesses if you want to make an eight or nine figure business the way you make money is by getting people to buy from you more than once if you do not have people buying from you more than once what you have is an opportunity you've created a Salesman job for you you do not have a business business is about the acquisition of future cash flow at a profit if you do not have future cash flow you do not have a business you are money the second transaction is way more profitable than the first reoccurring Revenue is the most profitable Revenue
Escúchalo en el minuto 55:39
Extracción de valor de creativos fatigados mediante ASC y Cost Cap
Canales de adquisiciónCuando un creativo sufre fatiga publicitaria en una campaña CBO estándar, puede trasladarse primero a campañas Advantage+ Shopping (ASC) para dirigirse a compradores activos en el mercado y luego a campañas con límite de costo (Cost Cap) para agotar sus conversiones rentables restantes.
understanding this correctly CBO when they ad fatigues take it to ASC and then the cost cap yeah absolutely learning the point here is if you have post IDs eventually if they don't provide value in an equal playing field we can then leverage ASC to show those ads to people who are in the buying market so that we create even more fatigue but we might be able to get a little bit more opportunity out of it and if that doesn't work you just throw it in the cost cap campaign and see if you get
Escúchalo en el minuto 24:41
Rentabilidad en el día uno como requisito para arbitraje de afiliados
Canales de adquisiciónAl publicitar ofertas de marketing de afiliados en Meta, es imprescindible lograr rentabilidad desde el primer día (Day 1), dado que el afiliado no controla la retención ni el flujo de caja posterior, limitando el LTV a una única transacción.
everything we talk about completely works for affiliate it's just a matter of understanding that the affiliate deal you're not get looking into your future cash flow so day one profitability is really important so your LTV is basically one transaction otherwise
Escúchalo en el minuto 38:39
El CTR bruto es una métrica engañosa en Facebook Ads
Medición y experimentosEl Click-Through Rate (CTR) estándar en Facebook Ads suele distorsionar el tráfico real hacia el sitio web, ya que la plataforma registra como clic acciones de interfaz como pulsar 'ver más', pausar el video o hacer clic en el nombre de la cuenta.
has nothing to do with things like metrics and click the rate is a is a completely uh nonsense metric when it comes to Facebook ads also sometimes your click the rate is going to be different than the actual amount of clicks because a click on an ad can very well just be clicking the see more button or the stop button or the play button or clicking on the name of the account and going to their page so just
Escúchalo en el minuto 35:19
Oferta y precioEn negocios con catálogos amplios de variaciones o diseños, el producto héroe no debe elegirse al azar ni enviar el tráfico a la home; se debe identificar qué variantes tienen mayor margen de escalado y generan mayor recompra, construyendo ofertas agrupadas (bundles) alrededor de esos productos clave.
completely honest with you Tommy is look at the profitable scaling margin across each one of those designs and understand if there are certain batches that get more people to buy from you more often than other ones those would be my hero products and then start to build out offer construction around the products can you batch things together can you bundle things together what can you do to get somebody to pay you more than once your offer will become your hero offer the product and featured in the offer will be the means of opportunity
Escúchalo en el minuto 19:31
Canales de adquisiciónEn Facebook e Instagram, los anuncios que proporcionan una buena experiencia y se consumen como contenido nativo son favorecidos por el algoritmo, logrando mayor alcance ante audiencias de mejor calidad y a menor precio.
good ad a good ad isn't about a high pressure sales pitch or flashy gimmicks it's about creating content that people on Facebook and Instagram want to see that people enjoy get shown to a higher quality person more often and more of them for a lower price just think about the Golden Rule a good ad attracts attention appeals to your target audience and gives them a good experience on the platform so let's
Escúchalo en el minuto 48:43
Canales de adquisiciónEn Facebook e Instagram, los anuncios que proporcionan una buena experiencia y se consumen como contenido nativo son favorecidos por el algoritmo, logrando mayor alcance ante audiencias de mejor calidad y a menor precio.
good ad a good ad isn't about a high pressure sales pitch or flashy gimmicks it's about creating content that people on Facebook and Instagram want to see that people enjoy get shown to a higher quality person more often and more of them for a lower price just think about the Golden Rule a good ad attracts attention appeals to your target audience and gives them a good experience on the platform so let's
Escúchalo en el minuto 48:43
Criterios básicos para la asignación y riesgo del presupuesto publicitario
Medición y experimentosPara gestionar el riesgo al definir presupuestos en campañas publicitarias, no se debe invertir dinero que el negocio no pueda permitirse perder ni gastar en canales donde resulte imposible medir y rastrear el impacto.
five uh how do you recommend balancing risk and determining the ideal budget honestly don't spend money you can't afford to lose and don't spend money where you can't track the impact that's not the best answer but
Escúchalo en el minuto 36:48
Investigación de mercado y clienteEl recorrido del cliente no ocurre de forma aislada dentro del embudo de una marca; los usuarios ya están en diversas etapas del mercado y comparando alternativas antes de ver un anuncio, por lo que las campañas no deben asumir un viaje lineal controlado.
understand that the funnel and your ads are two different things your customer journey and your marketing funnel two very different things your customer does not exist solely in your funnel they exist in a funnel and a customer Journey that's much bigger than every single customer is at a different stage of their customer Journey the way that your ads are used in the platform has almost nothing to do with the actual customer Journey
Escúchalo en el minuto 29:01
Investigación de mercado y clienteEl recorrido del cliente no ocurre de forma aislada dentro del embudo de una marca; los usuarios ya están en diversas etapas del mercado y comparando alternativas antes de ver un anuncio, por lo que las campañas no deben asumir un viaje lineal controlado.
understand that the funnel and your ads are two different things your customer journey and your marketing funnel two very different things your customer does not exist solely in your funnel they exist in a funnel and a customer Journey that's much bigger than every single customer is at a different stage of their customer Journey the way that your ads are used in the platform has almost nothing to do with the actual customer Journey
Escúchalo en el minuto 29:01
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