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9.7X MER in 2 Months: Meta Advantage+ Case Study Pt. 2
20 ideas de marketing sacadas de «9.7X MER in 2 Months: Meta Advantage+ Case Study Pt. 2», de Perpetual Traffic. Sobre todo de canales de adquisición…
- 20 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 40 min
- Publicada en 2025
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Canales de adquisiciónEn lugar de ocultar presentaciones largas o webinars detrás de un formulario de registro (gated content), conviene desbloquearlos y pautarlos directamente como video completo o en fragmentos en las plataformas publicitarias para educar y convencer al usuario antes del clic.
So is it safe to say that you should take your best gated or hidden content, i.e. And we've done this in many cases. We turned it into an undated, either a singular video or multi-part video and just undated And people watched it like hundreds of times and then eventually just filled out an application to get a coaching call or a consultant call to eventually sell a $2,000 money. So it's like, I'll just undate your best spot and use that as ads. Where our thought process is, if I don't get it, if I just take the webinar, break it into chunks, show it to you, you're now getting a webinar…
Escúchalo en el minuto 20:23
Desglosar la landing page en anuncios educativos breves para preeducar antes del clic
Mensaje y copywritingEn lugar de concentrar toda la información en la landing page, conviene dividir sus argumentos y especificaciones en piezas publicitarias breves y educativas. Al comunicar detalles de fabricación, durabilidad y características técnicas directamente en el anuncio, el usuario llega al sitio web completamente convencido, lo que incrementa la tasa de conversión de la tienda.
to take your landing page, break it out into bite sized chunks and create ad copy with it. It's glove company, and I'm going to go ahead and share screen and explain this, we broke out the landing And it's exactly right. If I never visit the website of this glove company, and I'm only engaging in the ads, there is nothing the website is going to tell me that I don't already know. And that's the purpose It is all of this information that I am now getting off of these ads and getting off of this information is all before I went to the website. So conversion rate on our site has actually…
Escúchalo en el minuto 10:06
Fragmentación de webinars en microanuncios sin registro previo
ConversiónEn lugar de bloquear un webinar largo tras un formulario de captura de correo electrónico, divide la formación en microfragmentos creativos distribuidos como anuncios en el feed para educar y persuadir al usuario antes del clic sin fricción de acceso.
working on with another company now, but they have an hour and a half webinar that they push people through for an education. And then they sell them the full course at the end. And it is a fantastic marketing perspective. But what we're testing now is taking their hour and a half webinar and breaking it up into smaller chunks. And those smaller chunks are becoming creative. Yep. So this way, exactly. So this way, I now don't have to put up an email wall, and then ask for your digital currency, which is your email to then tell you why I'm special. No gate. And as you're scrolling through, I'm…
Escúchalo en el minuto 8:31
Estrategia de microeducación en el feed publicitario para preparar la compra
Mensaje y copywritingEn lugar de ocultar la información del producto detrás del clic en la landing page, se deben extraer y segmentar los puntos clave de venta y la historia del producto directamente en anuncios de microeducación dentro del feed.
So that's what's interesting is even the way that we're educating these users pre-click is what I say is people are now being fed micro-education through feeds. And that news stream is not, hey, trust me, this landing page, kick ass. But only when you click. It's dead and gone now. And that's where we have to definitely look at, say, anything that we would want to show them in on our website, segment that out and then create that into its own ad. That is telling the story the way that a person now wants to learn.
Escúchalo en el minuto 19:18
Cuadrícula de diversificación de creativos para optimizar campañas de anuncios
Canales de adquisiciónCon la creciente automatización de los algoritmos de compra de medios (como Advantage+ en Meta), la principal palanca de optimización del anunciante es la diversificación de creativos. Para alimentar eficazmente los algoritmos se debe alternar entre múltiples ángulos y formatos: historia del fundador, comparativa 'nosotros vs. ellos', demostración de producto, testimonios de clientes, anuncios asistidos por IA…
and sort of run you through this a bit because we're now seeing this diversification of creative as one of the most important things when it comes to running paid ads these days. It's not They're investing $65 billion in AI right now to make campaigns like this one that we're highlighting here even more intuitive for you as a media buyer. But the thing that they're not creating is creative. known as the Tier 11 Lives. And here it is right here. This is called the Content Diversification Grid. So content diversification. These are eight different types of ads. Founder story, us versus them…
Escúchalo en el minuto 0:47
La tasa de conversión del sitio depende críticamente de la educación previa al clic
ConversiónLa optimización de la tasa de conversión (CRO) no depende únicamente de los elementos on-page de la web, sino en gran medida de cuán educado y predispuesto llega el usuario a través de la publicidad antes de hacer clic.
You're warming them up off-site before they even get there. rate. Excellent. So we already know this is more effective, but that is what's interesting is your website's conversion rate could be drastically affected by how educated were these users before the click. It's like CRO. It's like CRO is, yes, it is a portion. But judging CRO by conversion rate by its lonesome is half the battle. CRO is largely determined about how effective your media is.
Escúchalo en el minuto 16:35
Sustitución de estructuras técnicas complejas por diversificación creativa en Meta Ads
Canales de adquisiciónLas actualizaciones algorítmicas de Meta favorecen la consolidación de anuncios en conjuntos unificados y la diversificación de ángulos creativos (historias del fundador, UGC, testimoniales) para educar a la audiencia en el feed, desplazando las configuraciones técnicas hiperestructuradas y secuenciales de compra de medios.
Andromeda update and the interesting thing about having all of the ads inside of one ad set and also having the users locked into that ad set is forcing almost advertisers to go back to traditional They want to be involved like a form, like a community. And so what meta has been producing in terms of the content diversification, the founder story, the UGC, the ad AIs, the testimonials, like all of those different ways that they're doing content diversification is to educate the user on a story, engage them where they may be at in their funnel and lock them into that ad set so opportunities…
Escúchalo en el minuto 6:05
El creativo asume el rol de segmentación en la compra de medios moderna
Canales de adquisiciónEn las plataformas publicitarias automatizadas modernas, el valor del media buyer no reside en construir estructuras técnicas complejas ni pulsar botones, sino en actuar como estratega en la intersección entre tráfico y contenido, ya que la pieza creativa es la que se encarga de segmentar a la audiencia.
The media buyer doesn't need to be adding value by saying, look at the complex structure I created. The media buyer adds value by saying, I understand the way that I need to work with the next iteration A good media buyer understands that things got more simple. The creative is doing the targeting. It may have gotten easier with less buttons, but this became more complex to understand. I just think a strategist role becomes so critical because they're the intersection of traffic and creative. Because it's not one or the other. It's both together. Because the pushing of the buttons for…
Escúchalo en el minuto 31:23
Estrategia y decisiones de negocioEl dueño de negocio no debe desgastarse aprendiendo métricas tácticas diarias (como el CTR por día de la semana); su tiempo debe concentrarse en el desarrollo de mejores productos e iteraciones de marca, delegando la gestión publicitaria a un estratega que domine las evoluciones del algoritmo.
The business owner, we need to pull out of the digital marketing more and more. I want Vermont glove to make the glove 2.0. I don't want them to be taught what click the rate is on Tuesdays. Because the business owner or the person that is actually in the position to build a brand and do iterations of creative that is, or sorry, iterations of their products. So doing product development, building a better, faster, quicker engine of their company is the sole thing that they should be focused on.
Escúchalo en el minuto 30:43
Canales de adquisiciónEl error más común es pausar o alterar una campaña Advantage+ a los dos días por ver malos resultados iniciales; el algoritmo requiere tiempo para calibrar y los costos por adquisición pueden reducirse progresivamente hasta un 80% semanal.
And the metrics are rapidly changing. So all of a sudden it's like 80% CPA reduction every week. So it's catching up. I will say that the hardest thing to do, though, is to not touch this. That's the bad part. People are like, OK, I did it in two days. I didn't see it. So I wiped the whole thing. I'm like, no, not going to work.
Escúchalo en el minuto 38:34
Escalado de presupuesto diario de $30 a $150 manteniendo CPA bajo mediante diversidad de creatividades
Canales de adquisiciónAl triplicar el presupuesto publicitario en Meta de $30/día a $60/día y finalmente a $150/día en 30 días, el costo por adquisición (CPA) se mantuvo estable por debajo de $20–$25 (con ventas individuales cerrando a $5, $8 y $13), gracias a nutrir el embudo con múltiples variaciones de creatividades educativas y contenido histórico diverso.
Each one of these ads here, whether they have $1,700 in ad spend or $5 in ad spend, my CPA rarely goes over $20 to $25, more under 20s. But I mean, $5 and $5 sale, $8 sale, $13 sale. I mean, I'll take all these little onesie, twosies, cheap CPA because I'm spending a whole grand total of $150 a day. ad spend that we have in this campaign here, we're spending $30 a day. I bumped it up to about $60 a day. Then I bumped up again to $150 a day. And my per purchase has stayed relatively flat when you're talking about tripling the budget in 30 days. it's easier to scale because these people are…
Escúchalo en el minuto 27:36
Las campañas Advantage+ pueden mostrar métricas deficientes en plataforma pero impulsar el crecimiento global
Medición y experimentosAl migrar de 16 campañas tradicionales a solo dos campañas Advantage+ para una marca de moda que caía entre -30% y -40% interanual, la facturación global creció un 12% en 20 días a pesar de que el panel de Meta reportaba costos por adquisición desproporcionados ($600-$800 para productos de $200).
So I have three other companies that we've launched that looks like it's failing in platform, but is successful to top line. I have a company that we are a part like equity partners and owners of through another firm that I've had for a few years that had a negative 30 and negative 40% year over year drop since February, March and April, May. Year over year drops of 40%. And we went from about 20% to 30% growth to negative 30% and 40% reduction. The first week of killing all 16 campaigns and launching two in NCRC were back up 12% in the last 20 days, which is the month of June when we…
Escúchalo en el minuto 36:57
Reducción del 45% en el CPA al servir el contenido del webinar directamente como anuncio
Medición y experimentosEn una prueba de venta de cursos online, publicitar el contenido del webinar directamente como anuncio redujo el costo por adquisición (CPA) de $1,800 a $1,000 frente al embudo tradicional con formulario previo.
But as a quick example, we know that on 1400, we have eight or 14,000, we have eight. So quick math here, 14,446 divided by eight is $1,800 CPA. The one right here is $1,000 CPA. So it's like 45% cheaper to take the webinar, push it as an ad.
Escúchalo en el minuto 22:47
Estrategia de contenidosLos compradores no consumen un contenido largo y compran de inmediato; necesitan múltiples impactos, fragmentos y recordatorios en sus feeds. Ofrecer presentaciones y material educativo de alto valor sin formularios de registro (ungated) genera mayor confianza y familiaridad, facilitando que el usuario compre a su propio ritmo.
It's like people don't necessarily, you don't think they're going to do what you want them to do. Like, oh, I'm going to watch the webinar once and then I'm going to apply for the coaching. It's like, that's not how it works. They need to consume it in a lot of different ways through retargeting ads, through maybe other snippets, reminders, things that they see in their newsfeed. And oh yeah, the big, the big one hour presentation that shows like the value of the program, all of that together, you ungate it, it makes so much more sense because that's how we as humans buy. They didn't because…
Escúchalo en el minuto 25:44
Desplazamiento de la persuasión al feed y nuevo rol de la landing page
ConversiónLa educación y el convencimiento de compra ocurren cada vez más de forma subconsciente y previa al clic dentro del feed publicitario, relegando la página de destino o ficha de producto a un rol de mera confirmación y procesamiento de pago.
meta is deploying those changes is more to how people are subconsciously buying nowadays. And I it's not necessarily a frontal lobe as aware, it's more subconscious. When we start to engage with purchases on social media, what we're actually doing is being force fed content on the front end of our phones, like through Facebook and meta and YouTube. And then the landing page is simply a confirmation And as you're scrolling through, I'm educating you in micro, micro chunks. So it's like I'm now convincing and selling even pre click. And it's the reason why Amazon is 40% of the e commerce is…
Escúchalo en el minuto 7:51
ConversiónPedir el correo electrónico para acceder a contenido genera cada vez mayor fricción y sufre problemas de entregabilidad; retargetear a usuarios que interactúan y consumen contenido abierto resulta más eficiente que exigir un opt-in cerrado.
Now it used to be, I've been saying this where it's email used to be digital currency. Now it's becoming a click. And it's, you can retarget those clicks probably more effectively than you can the emails in It's like the click is so much easier to get, but then the email has deliverability issues And you're not going to get as many as a result of it because you're gating and people are like, is this content going to be good enough that I'm going to give up my name and my email
Escúchalo en el minuto 24:11
ConversiónPedir el correo electrónico para acceder a contenido genera cada vez mayor fricción y sufre problemas de entregabilidad; retargetear a usuarios que interactúan y consumen contenido abierto resulta más eficiente que exigir un opt-in cerrado.
Now it used to be, I've been saying this where it's email used to be digital currency. Now it's becoming a click. And it's, you can retarget those clicks probably more effectively than you can the emails in It's like the click is so much easier to get, but then the email has deliverability issues And you're not going to get as many as a result of it because you're gating and people are like, is this content going to be good enough that I'm going to give up my name and my email
Escúchalo en el minuto 24:11
Medición y experimentosUn anuncio centrado en desglosar detalladamente 7 características técnicas y de fabricación artesanal logró un CPA de $18 en la plataforma con $1.800 de inversión publicitaria, generando 93 conversiones para un producto con un precio de venta de $120.
I need $120 leather glove. which is interesting, the one that we have the most amount of sales, we have an $18 CPA in platform, we have a $1,800 in ad spend, the next one down is only $318. But that $1,700 in ad spend that has got gone to the first ad here, the one that has the highest amount of engagement has 73 seven day click attributed conversions, and it is pumping out 93 totals. So it's much, much higher than the other ones. However, this is one of the most informative. It is an inseam stitching for dexterity. veins. It is a two inch goat leather cuff. It is made in our own factory…
Escúchalo en el minuto 11:03
Rendimiento de Advantage+ Sales con creativos diversificados en cuenta de bajo presupuesto
Medición y experimentosEn un experimento de Advantage+ Sales en una cuenta de bajo presupuesto dejado correr durante dos a tres semanas sin intervención manual y apoyado en diversidad de creativos, se obtuvo un costo de adquisición de nuevo cliente (NCAC) de $15 sobre un ticket promedio de nuevo cliente (NAOV) de $120.
in this campaign that we're testing here today, which is basically he has not touched it in two to three weeks. So he started this test with Advantage Plus Sales and is still getting $15 NCACs on $120 NAOV. And if you don't know what that stuff is, if you don't know what NCAC is part two of our experimentation on a low volume, low ad spend account for Advantage Plus Sales.
Escúchalo en el minuto 3:29
Impacto de la educación previa al clic en el embudo de compra año contra año
Medición y experimentosAl implementar anuncios educativos previos al clic con un gasto 6% menor y solo un 6% más de sesiones interanuales, la tasa de conversión aumentó un 68%, las adiciones al carrito un 70%, las visitas al checkout un 61% y los pagos completados un 78%.
Right. And when we're looking at year-over-year performance, where our sessions over time has only changed 6%, but our conversion rate's up 68%. Hey, and this is where we started to launch. Yeah. That is 5-14, 6-19, 20-24, 5-14, 6-19, 20-25. We spent 6% less and are scaling up now 174% better with the same amount of customers. Same spend, same sessions, 68% better conversion did not change at 6%. But our conversion rates are up across the board. 6% more sessions, 70% more add to cards, 61% more reach checkouts, and 78% more completed checkouts.
Escúchalo en el minuto 16:22
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