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33 Minutes of Blowing Up a Meta Ads Account (Post-Andromeda)
18 ideas de marketing sacadas de «33 Minutes of Blowing Up a Meta Ads Account (Post-Andromeda)», de Professor Charley T. Sobre todo de canales de…
- 18 ideas despiezadas
- Fuente Professor Charley T
- Dura 33 min
- Publicada en 2025
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Consolidación de presupuesto publicitario bajo el enfoque del equipo titular de anuncios
Canales de adquisiciónCon presupuestos publicitarios reducidos, en lugar de dispersar fondos probando infinidad de creatividades, es preferible consolidar el 80% del presupuesto en una única campaña con 5 o 6 anuncios ganadores comprobados y concentrar la optimización únicamente en diagnosticar y reemplazar al anuncio con peor desempeño de ese grupo.
then I think we're going to be okay. I think my number one focus is, can I get 80% of this $2,000 into one campaign over the next three weeks? And while that's happening, can I market test So just to put it, this is a complicated subject, but should we be doing less is more type of thing? Like let's find, so we have five or six ads that we know work. Sometimes some weeks to go down, some weeks to go up, put it into that one campaign, let those five ads do their thing and do less creative testing with such a small budget. A hundred percent. Those five or six ads, what are they not good at?…
Escúchalo en el minuto 20:15
Medición y experimentosConfigurar eventos publicitarios orientados específicamente a la adquisición de clientes netamente nuevos (usando integraciones como Amers o Elevar) evita que los algoritmos de pauta optimicen reimpactando a compradores recurrentes y asegura la entrada de demanda verdaderamente incremental.
more of the people that the higher percentage of the people that you reach are the machine trying to bring you net new customers. Which side note, that's kind of what incremental attribution is supposed to do, but the machine is too dumb to get it done right now. My number one recommendation, is do new customer optimization events. And you get that through Amers? I use Amers for that. But that's a Shopify plugin that you can install in 10 minutes. That'll give you that visibility across your entire marketing suite and the ability to optimize for that event.
Escúchalo en el minuto 10:08
En retargeting pagado solo se deben promocionar ofertas de ticket superior a la media
Canales de adquisiciónGastar presupuesto publicitario en retargeting para ofrecer productos baratos o descuentos agresivos reduce el margen y atrae clientes con menor probabilidad de recompra. El retargeting debe utilizarse para empujar ofertas con un valor medio de pedido (AOV) por encima del promedio.
normal. Just a quick point. If you are spending money retargeting individuals, don't send them anything other than higher than average cost items. Don't spend more money to chase down people with the opportunity to give you less. It's bad business to spend more to make less. Yeah. I mean, look, that cost per purchase is, you know, 53, but you lose 22 bucks on every sale. That customer is also less likely to buy again. I get the, maybe you have a product where somebody's going to buy from you more than once, but that customer is less likely than others to buy from you again. I would look at…
Escúchalo en el minuto 1:17
Limitar el conjunto de anuncios de control a un máximo de 5 o 6 creativos activos
Canales de adquisiciónMantener un número reducido de anuncios activos (entre 2 y 6) en el conjunto de anuncios de control estabiliza el perfil psicográfico de los visitantes entrantes y simplifica la optimización de conversión en el embudo, permitiendo escalar a presupuestos elevados sin dispersar la inversión.
So if you can build out those five or six ads, and by the way, I love five or six. I think my average accounts that spend, whether it's a hundred bucks a day or a hundred thousand, generally my control ad set is the terminology for this. Generally that control ad set has half a dozen max ads in it. And maybe it has eight to 10, but some are turned off, some are turned on, you know, like they're kind of cycling through what have you done for me lately, that kind of stuff. But on any given day, it's generally no more than half a dozen ads that are live. And I've hit $50,000 days with like two…
Escúchalo en el minuto 26:45
El rol de los anuncios pagados es amplificar el volumen del negocio, no ser el embudo completo
Canales de adquisiciónUna cuenta publicitaria no debe gestionarse para optimizar transacciones aisladas de bajo margen si eso desalinea el comportamiento de compra del resto del negocio. Su función real es actuar como una 'perilla de volumen' que introduce prospectos valiosos para multiplicar los ingresos de canales posteriores como retención, email marketing y búsqueda orgánica.
way of making money the way that most effectively undermines everybody else. And really, the purpose of your ad account is to amplify the volume of opportunity that your existing successful business that is a bad allocation of resources. And performance marketers generally are taught to performance marketers in the world. And then I realized like, oh, every win that I get makes everybody else worse. And then I realized my real job is somebody that runs Facebook ads. If I can double the revenue the email team makes and triple the revenue that the retention team gets and triple the search…
Escúchalo en el minuto 21:41
Optimización orientada a clientes nuevos para maximizar la incrementalidad y controlar la frecuencia
Canales de adquisiciónConfigurar el evento de optimización específicamente para la adquisición de clientes nuevos entrena al algoritmo a buscar prospectos inéditos en lugar de saturar a compradores previos con alta frecuencia, lo que genera incrementalidad real y alimenta canales posteriores como email o búsqueda.
that we're talking about, especially with these frequency numbers and whatnot, having the optimization event of new customer being what you're training new creative tests to be good at. Like if you remember, it's a machine learning algorithm. So what are you teaching it right now? You're teaching it any sale from anybody you can show anything to, regardless if it's the reason that happened or if they bought again, any sale is good. If instead we can say the only success, the only way you can pat yourself on the back is if your ad gets shown to somebody that hasn't bought from us before…
Escúchalo en el minuto 9:04
Dinámica del CPA combinado y piso de ingresos por recompra
Medición y experimentosOptimizar anuncios solo para nuevos clientes eleva el CPA combinado a corto plazo porque captar es más costoso; no obstante, si el modelo tiene ciclos de recompra cortos (ej. 30 días), las compras repetidas reducen el CPA efectivo posterior (de $50 inicial a $40 al mes si recompra el 20%), consolidando un piso de ingresos recurrente que permite escalar el presupuesto publicitario.
that's important is if you get a higher percentage of new customers, you can expect your blended CPA to go up because you're buying more expensive transactions. That's okay if you have a business built confidence in the ability to drive multiple transactions from the same customer, if that's a 30 day cashflow cycle, your blended CPA might go up every single day as you optimize for new customers. But as soon as that kinetic energy that you've been investing in converts, your blended CPA drops. So for instance, if it costs you 50 bucks to acquire a new customer, but 20% of those people buy…
Escúchalo en el minuto 12:24
Priorizar el producto de entrada que maximice la segunda compra
Retención y relación con el clienteLa estrategia de adquisición debe centrarse en ofrecer como primer producto aquel que tenga la tasa más alta de recompra. A mayor volumen de captación y mayor valor de vida del cliente (LTV) o ticket promedio (AOV), menor margen de beneficio inmediato se requiere en la primera venta para sostener el crecimiento.
The number one focus in this business is what is the item that most commonly gets somebody to buy a second time? How do I get that customer acquisition started at the highest volume at any rate that's profitable? The higher the volume, the lower the profitability it needs to be. The longer the tail of that customer journey, the lower the profitability it needs to be. The higher the AOV and the LTV, the greater the cost can be that is still profitable.
Escúchalo en el minuto 30:29
Oferta y precioAl sustituir la venta individual (media de $100 por 2,5 sujetadores a $40) por un paquete de 'compra 3 y llévate 1 gratis', el AOV subió a $120, la probabilidad de una segunda compra se triplicó y el valor de vida del cliente (LTV) escaló de $100 a más de $500.
an under outfit, the average bra was 40 bucks. The average woman bought two and a half, which means they're worth about a hundred dollars. We launched a buy three, get one free campaign. That else, that AOV was 120, meaning on day one, we improved LTV by 20%. Those people were also three times more likely to buy a second time. And over time, the LTV went from a hundred bucks over 500. So just highly recommend that move up market.
Escúchalo en el minuto 2:31
Canales de adquisiciónFragmentar el presupuesto en demasiadas líneas, campañas o conjuntos de anuncios impide que el algoritmo de Meta acumule suficiente data para salir de la fase de aprendizaje limitado ('learning limited'). Consolidar la cuenta en menos campañas concentra el volumen de datos necesario para que la plataforma aprenda a quién entregar cada anuncio de forma eficiente.
diversify until the point where they're not getting enough information into their, but there's at least 184 budget lines here. I'm not sure how long you've been advertising for, but you know, that's 184 times where, you know, some small budget has been spent kind of understanding, wouldn't work. Um, so that, that would, a consolidation in this camp, this account and making it a little bit simpler for you to understand what's going on would probably be my, um, number one our ads, the right person. But the only way it can do that is with, if it has the information, right? It knows what success…
Escúchalo en el minuto 6:20
Medición y experimentosEl éxito inicial de un anuncio nuevo a bajo presupuesto suele ocurrir porque el algoritmo lo entrega primero a la audiencia más receptiva (equivalente a retargeting de fondo de embudo). Cuando ese segmento se agota o se intenta escalar a audiencias amplias, el rendimiento cae, lo cual suele confundirse erróneamente con fatiga publicitaria.
let me give you the three reasons why I don't like it. Number one, um, ad fatigue is almost always operator error. The reason an ad is dying has often to do far more with changes in the, in the new ads get launched against the audience who are most likely to receive that ad positively. distribution is the same engine. When you launch a new ad, it's launching against the people who are most likely to receive it positively. So the more new ads you launch, the more you are polluting the bottom of the funnel with a new ad, essentially these low budget ad tests. The reason it looks so much better…
Escúchalo en el minuto 17:18
Incremento de ingresos por sesión de $1.48 a $2.17 y su impacto en el margen permisible de adquisición
Medición y experimentosAumentar los ingresos por sesión en la tienda online de $1.48 a $2.17 eleva el costo de adquisición permisible (allowable) en un 50%, lo que habilita incrementos diarios y sistemáticos en el presupuesto publicitario.
That matcha brand that I'm talking about, we are doing this on a new customer versus the legacy campaign that wasn't. But we've also raised the value of a customer on the website. Revenue per session went from $1.48 to $2.17. Well, that essentially means all of our allowables moved up 50%. So we're just adding budget every single day, like formulaically, right? Let's just a percentage change.
Escúchalo en el minuto 29:30
Empaquetar suscripciones de mayor ticket para absorber mayores costos de adquisición
Oferta y precioReemplazar la oferta de un producto individual por un paquete de suscripción a mediano plazo (por ejemplo, tres unidades en suscripción de seis meses por $200) permite absorber un costo de adquisición sustancialmente mayor ($100 CAC) de forma rentable.
And now we're trying to test, instead of a 15-serving bag one time, what about three bags on a six-month subscription? Can we get you to spend $200? The answer is yes. I'll spend $100 to sell somebody on $200 on a subscription.
Escúchalo en el minuto 30:00
Consolidar la adquisición en una única campaña principal en lugar de fragmentar la cuenta
Canales de adquisiciónEn lugar de mantener múltiples campañas y pruebas constantes de creatividades que fragmentan el presupuesto, conviene simplificar la estructura hacia una única campaña orientada a la captación de nuevos clientes donde se pueda escalar el presupuesto con confianza.
But my number one focus here would be getting to a place where can I understand, can I have one campaign that's built on new customer acquisition and figure out the simplest way to feel okay with raising that budget? And given the complexity of the ad account you're currently at, adding that one notes on my other monitor. If we can understand what the best way of acquiring new customers is,
Escúchalo en el minuto 19:33
Oferta y precioEstructurar ofertas y paquetes (como suscripciones de varios meses pagadas por adelantado) para maximizar el valor medio del pedido (AOV) inicial es más efectivo para la rentabilidad que dispersar pequeños presupuestos intentando microoptimizar anuncios.
How long is that cashflow cycle? And can you build other offers to improve that AOV? Like, could you have a maternity pack? That's like a nine month subscription where you sell that thing for the price of six and now your cost, your AOV is in the hundreds. Sure. Yeah. I'll tell you nickel and diamond at the ad level doing all of this small spending at a bunch of places is going to do a lot less for you than figuring out how to get your AOV of your first transaction to be greater than the LTV of your average customer. And then it's what is the simplest
Escúchalo en el minuto 15:31
Oferta y precioEstructurar ofertas y paquetes (como suscripciones de varios meses pagadas por adelantado) para maximizar el valor medio del pedido (AOV) inicial es más efectivo para la rentabilidad que dispersar pequeños presupuestos intentando microoptimizar anuncios.
How long is that cashflow cycle? And can you build other offers to improve that AOV? Like, could you have a maternity pack? That's like a nine month subscription where you sell that thing for the price of six and now your cost, your AOV is in the hundreds. Sure. Yeah. I'll tell you nickel and diamond at the ad level doing all of this small spending at a bunch of places is going to do a lot less for you than figuring out how to get your AOV of your first transaction to be greater than the LTV of your average customer. And then it's what is the simplest
Escúchalo en el minuto 15:31
Oferta y precioEstructurar ofertas y paquetes (como suscripciones de varios meses pagadas por adelantado) para maximizar el valor medio del pedido (AOV) inicial es más efectivo para la rentabilidad que dispersar pequeños presupuestos intentando microoptimizar anuncios.
How long is that cashflow cycle? And can you build other offers to improve that AOV? Like, could you have a maternity pack? That's like a nine month subscription where you sell that thing for the price of six and now your cost, your AOV is in the hundreds. Sure. Yeah. I'll tell you nickel and diamond at the ad level doing all of this small spending at a bunch of places is going to do a lot less for you than figuring out how to get your AOV of your first transaction to be greater than the LTV of your average customer. And then it's what is the simplest
Escúchalo en el minuto 15:31
Optimizar la monetización posterior para reducir la microgestión de anuncios
Canales de adquisiciónOptimizar el embudo posterior a la compra (downstream) compensa el desgaste natural del rendimiento publicitario al escalar. Al asegurar ciclos de flujo de caja saludables y mayor LTV, la gestión de anuncios pasa de la microoptimización diaria a tratarse como una asignación estratégica de capital.
You focus on all of that, you're never actually touching the ads anymore. And all you're doing is fixing everything downstream. And the whole purpose of fixing downstream is, can I get ahead of the depreciation of the ad as I scale up the volume? And if the answer is yes, you're in your ad account for like an hour a week. Like I'm not trying to take credit for work that isn't mine, but that's the fundamental shift that ultimately gets you from, can I be a good salesperson to can I be a good investment banker? You're either buying cash flow cycles or you're trying to hack arbitrage to not go…
Escúchalo en el minuto 30:53
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