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Andromeda just changed Meta Ads forever
38 ideas de marketing sacadas de «Andromeda just changed Meta Ads forever», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 38 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 09 min
- Publicada en 2025
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Canales de adquisiciónEn lugar de lanzar múltiples anuncios individuales que compiten entre sí y fragmentan la data, conviene utilizar estructuras dinámicas 3:2:2 (3 creativos, 2 textos principales y 2 titulares) que permiten al algoritmo combinar permutaciones de manera complementaria y acumular valor en el aprendizaje automático.
not doing 322 ads when you have 10 new angles or 10 new ads. What you're doing is saying I'm going to put 10 individual pieces where the information goes into different folders. Those are 10 things that are competitive. 10 cannibalistic investments instead of one 322 ad or in this case maybe three 322 ads three creative two primary text two headlines 322 where all the iterations are complimentary it's an ad that is learning around each permutation and if the point is not to just find winning ads but to improve the business I'd rather have fewer ads that are smarter that are able to be…
Escúchalo en el minuto 59:26
Canales de adquisiciónEn lugar de lanzar múltiples anuncios individuales que compiten entre sí y fragmentan la data, conviene utilizar estructuras dinámicas 3:2:2 (3 creativos, 2 textos principales y 2 titulares) que permiten al algoritmo combinar permutaciones de manera complementaria y acumular valor en el aprendizaje automático.
not doing 322 ads when you have 10 new angles or 10 new ads. What you're doing is saying I'm going to put 10 individual pieces where the information goes into different folders. Those are 10 things that are competitive. 10 cannibalistic investments instead of one 322 ad or in this case maybe three 322 ads three creative two primary text two headlines 322 where all the iterations are complimentary it's an ad that is learning around each permutation and if the point is not to just find winning ads but to improve the business I'd rather have fewer ads that are smarter that are able to be…
Escúchalo en el minuto 59:26
Mensaje y copywritingSi una pauta publicitaria en audiencias automatizadas atrae a perfiles no calificados, el problema radica en el mensaje y el contenido del anuncio, no en la falta de filtros técnicos. En lugar de encarecer y complejizar la campaña con reglas de valor o exclusiones demográficas estrictas, se debe ajustar el creativo para que filtre y atraiga de forma natural al público objetivo correcto.
If your content appeals to those people and it's a problem, the content is the issue. If the way that you exclude bad folks is to further add cost and complexity, I'd argue that you have an ad problem. If we know the ads suit the targeting and the targeting is bad, fix the ad.
Escúchalo en el minuto 49:06
Eliminar exclusiones de audiencia para reducir CPMs y costo de adquisición
Canales de adquisiciónEliminar las exclusiones de clientes existentes en campañas de Meta Ads reduce el costo por nuevo cliente al disminuir los CPMs generales, permitiendo que el mensaje y el creativo del anuncio realicen la segmentación natural.
Age, gender, location, that's it. I'd argue you probably don't need most of them because the ads do the targeting. Exclusions make no [ __ ] sense. And if you say, "Well, I'm excluding existing customers because I want to find new ones." That's not going to help you find new customers. In fact, one of the easiest ways of reducing your cost for new customer is just to get rid of exclusions because it lowers all your CPMs.
Escúchalo en el minuto 25:11
Medición y experimentosLa función de un anuncio dentro del embudo se puede diagnosticar mediante cuatro variables: gasto, frecuencia diaria, CPM y eficiencia. Los anuncios de prospección (TOFU) concentran mayor presupuesto con menor CPM, menor frecuencia diaria (p. ej., 1.05 implica 95% prospección) y menor eficiencia directa. Por el contrario, los anuncios de retargeting/cierre (BOFU) tienen menor gasto, mayor frecuencia diaria (p. ej…
this with a 4PI analysis, which is spend, frequency, CPM, and efficiency. Top of funnel ads generally earn more budget, have a lower daily frequency, and a lower CPM, and are less efficient. Bottom of funnel or lowerfunnel ads generally earn less spend, have a higher daily frequency. Remember, frequency only matters when breaking down by day. Frequency over a week or over a month doesn't mean anything. They generally have a higher daily frequency. So, for instance, if you have a frequency of 1.05, 05. That means 5% of people saw that ad twice a day. 95% of that spend was prospecting. If you…
Escúchalo en el minuto 1:02:40
Canales de adquisiciónEn lugar de segmentar campañas en conjuntos de anuncios separados para TOFU, MOFU y BOFU, conviene agrupar creativos diversos (historias personales/TOFU, llamadas directas/MOFU y testimonios/BOFU) en una sola estructura consolidada (como Advantage+). Los algoritmos modernos hacen que los distintos tipos de creativos cooperen dentro del mismo conjunto según el momento de cada usuario.
way this is set up with one advantage plus and 10 to 50 ads in here, notice there is no top offunnel. So no topofunnel slash middle ofunnel slashbottomofunnel split. Okay, that doesn't exist. So with this new strategy, what we're seeing is that uh inside of the adset, the ads work together, right? So you might have a top offunnel ad, right? Then you also might have a middle ofunnel ad and then you also might have a bottom offfunnel ad. Again, this is creative diversity, right? So like if we look at this setup, we put all the ads that we have in here because with this new algorithm update…
Escúchalo en el minuto 1:01:47
Canales de adquisiciónTener cientos de variaciones de un mismo formato (como testimonios UGC) equivale a tener un solo anuncio. La verdadera diversidad creativa se logra con 4 a 6 conceptos publicitarios distintos y complementarios (como demostración de producto, manejo de objeciones en estático o desglose de beneficios), siendo contraproducente saturar la cuenta con un volumen excesivo de anuncios.
me break. So, creative diversity, creative diversity is not an excuse to make a ton of ads. Creative diversity is not volume of ads. Creative diversity, If you have a thousand UGC testimonials, you have one ad. If you have a million product shots talking about features and benefits, you have one ad. Creative diversity is the volume of concepts. And you can absolutely get away with four or five, maybe six. I'd argue that having more than that is counterproductive to being successful. creative diversity is not thousands of ads. It's not hundreds of ads. It's not dozens of ads. It's different…
Escúchalo en el minuto 6:46
Diversificación creativa real frente a variaciones superficiales en publicidad pagada
Canales de adquisiciónLa verdadera diversificación de anuncios no consiste en saturar la cuenta con volumen ni en hacer microvariaciones superficiales (como cambiar solo el primer gancho de un video o el color de fondo de una imagen). El algoritmo de Meta requiere conceptos sustancialmente diferentes entre sí (formatos como UGC, demostraciones de producto, ángulos y estéticas completamente distintas) para optimizar la selección y ampliar…
mentioned, creative diversity or Okay, so creative diversity does not mean just pumping out near duplicates with minor tweaks. It's about creating a range of ads that differ in meaningful more. What it says is produce different kinds. Don't leverage a smarter machine by making it dumber. Leverage a smarter machine by giving it better choices. should not be because there three different versions of the same sales pitch. Again, UGC, demonstrative, That's such a kind of minor near duplicates or minor tweaks. Again, this Canva templates. They should all look and feel different. Build me something…
Escúchalo en el minuto 10:31
Canales de adquisiciónEs más eficiente usar pocas campañas con una alta variedad de formatos (video corto, horizontal, estáticos, carruseles) y ángulos de mensaje, en lugar de dividir personas con intereses solapados en conjuntos de anuncios separados que compiten entre sí e impiden el aprendizaje del algoritmo publicitario.
you're probably going to get better results with fewer v fewer number of ads with greater variation between them. wants diversity in the formats. So it doesn't just want videos. It wants short videos, long horizontal style videos, static images, and carousels, and then them separate campaigns. You also don't need to be separate adsets. The personas can absolutely exist within the same thing. Your ad should speak to multiple day. Multiple campaigns. Remember, campaigns don't talk to each other. And people. There is going to be overlap. And every bit of that overlap keeps the machine dumb. And…
Escúchalo en el minuto 15:05
Creación de un conjunto de anuncios de control con diversidad creativa para testear anuncios
Medición y experimentosPara aplicar el método científico y medir con precisión el impacto financiero de nuevas creatividades en Meta Ads, se deben consolidar los mejores formatos creativos (como B-roll, busto parlante y animaciones) en un solo conjunto de anuncios que actúe como grupo de control, testeando nuevas variables frente a él en vez de dispersar formatos en ad sets aislados y reactivos.
because we don't have any collection of assets that cover that creative diversity in one place. amongst the B-roll, the drawing, and the talking head in one single adset where we're going to be able to manage that balance for you and then test things against it to see if we can make that balance better. So instead of having a control with three variables, it's just I would have the best B-roll, drawing, and talking head videos all in one adset. So, the campaign says, "This is That would say we have a control element and then we launch a variable and we can measure how that variable impacts…
Escúchalo en el minuto 42:05
Canales de adquisiciónNo se deben apagar anuncios solo porque no estén recibiendo presupuesto inicial; la regla para pausar creativos debe basarse en cortar aquellos que sí gastan pero presentan un CPA superior a la media o entregan un valor por debajo del objetivo.
turn off ads that don't spend. I would turn off ads where the CPA is above average and the GPT is below, where it costs more money to get something of lesser value. The things that don't spend might be valuable. The things that
Escúchalo en el minuto 54:56
Canales de adquisiciónNo se deben apagar anuncios solo porque no estén recibiendo presupuesto inicial; la regla para pausar creativos debe basarse en cortar aquellos que sí gastan pero presentan un CPA superior a la media o entregan un valor por debajo del objetivo.
turn off ads that don't spend. I would turn off ads where the CPA is above average and the GPT is below, where it costs more money to get something of lesser value. The things that don't spend might be valuable. The things that
Escúchalo en el minuto 54:56
Estructura de campaña basada en control y variables para Meta Ads
Canales de adquisiciónLa estructura óptima de campaña en Meta consiste en una sola campaña con un conjunto de anuncios de control (anuncios ganadores probados) y uno o dos conjuntos de anuncios para pruebas continuas con creativos dinámicos (flex ads), aplicando el método científico al algoritmo.
best campaign structure is this. One campaign, an ad set with your winning ads, and then one or two ad sets with dynamic creatives or flex ads. This is a control and then a variable. This is the scientific method. This is what got us by engineers shouldn't leverage the scientific method.
Escúchalo en el minuto 30:25
Reducir la complejidad de anuncios en lugar de añadir variantes constantemente
Canales de adquisiciónCuando una campaña publicitaria rinde bien se debe incrementar el presupuesto, y cuando rinde mal se deben apagar los anuncios ineficientes, en lugar de saturar la cuenta con nuevos creativos. Añadir demasiadas variantes fragmenta los datos y perjudica el aprendizaje algorítmico.
When you add new ads in, when you massively ramp up the permutations, it no longer has that statistical learning phase is a signal that you've if your results are good enough to increase your budget don't launch new If you have ads that earn spend and your performance isn't good enough, turn off the ad that is contributing to that Removing complexity is a better solution than making the system dumber. More ads equals dumber. More places that you have to invest with less data behind them is
Escúchalo en el minuto 50:35
Canales de adquisiciónLa diversidad creativa no significa lanzar miles de anuncios, sino abordar pocos ángulos diferenciados; saturar una cuenta con un volumen excesivo de anuncios dispersa los datos, dificulta la atribución y entorpece la capacidad de la máquina para optimizar lo que ya funciona.
>> More ads equals dumber. More luck, you want. Just know that the more ads you have, the harder it is going to be for you to have an understanding of what any of them is doing to your bank account and the more difficult you are making it for the machine to have any certainty of what to do with the ads for you and the more disruptive to what already works. So more ads equals dumber machine. More ads equals less money. Solve the >> creative diversity is not thousands of ads. It's hitting a few points that are not completely the same.
Escúchalo en el minuto 1:07:57
Diseñar la adquisición en torno al cliente recurrente en vez del beneficio en primera orden
Investigación de mercado y clientePara escalar un negocio de forma sostenible, el perfil de cliente prioritario debe ser aquel con alta probabilidad de recompra. Enfocar la adquisición en el valor de vida y la retención permite asumir un costo de adquisición por cliente (CAC) más elevado sin poner en riesgo la viabilidad financiera.
you only need one or two personas to massively scale a business. The number one persona that you should be focusing on is who's the customer who comes back and spends money with me more than once. That is the most valuable customer to focus on first order profitability. You business. Instead of trying to sell products, you're buying customers. You can afford a much higher CAC if your customers buying over and over again.
Escúchalo en el minuto 15:53
Canales de adquisiciónIntroducir lotes masivos de anuncios nuevos no probados (como 50 creativos de golpe) desestabiliza la arquitectura de entrega del algoritmo. Forzar presupuesto hacia activos no validados incrementa la inversión en incertidumbre, arruinando la consistencia y escalabilidad de la cuenta publicitaria.
Launching a thousand ads just disrupts that entire architecture of which ads get shown in which way. So launching 50 new ads basically says I got how to do the job. So now what I'm going to do is completely destroy all of that by throwing in a bunch of new ideas. That is manufacturing instability by forcing spend on unproven assets. It's forcing you to more heavily invest in uncertainty which is the opposite of having consistency and scalability in your ad platform. Two ad set three and they were
Escúchalo en el minuto 1:03:48
Canales de adquisiciónIntroducir lotes masivos de anuncios nuevos no probados (como 50 creativos de golpe) desestabiliza la arquitectura de entrega del algoritmo. Forzar presupuesto hacia activos no validados incrementa la inversión en incertidumbre, arruinando la consistencia y escalabilidad de la cuenta publicitaria.
Launching a thousand ads just disrupts that entire architecture of which ads get shown in which way. So launching 50 new ads basically says I got how to do the job. So now what I'm going to do is completely destroy all of that by throwing in a bunch of new ideas. That is manufacturing instability by forcing spend on unproven assets. It's forcing you to more heavily invest in uncertainty which is the opposite of having consistency and scalability in your ad platform. Two ad set three and they were
Escúchalo en el minuto 1:03:48
Canales de adquisiciónIntroducir lotes masivos de anuncios nuevos no probados (como 50 creativos de golpe) desestabiliza la arquitectura de entrega del algoritmo. Forzar presupuesto hacia activos no validados incrementa la inversión en incertidumbre, arruinando la consistencia y escalabilidad de la cuenta publicitaria.
Launching a thousand ads just disrupts that entire architecture of which ads get shown in which way. So launching 50 new ads basically says I got how to do the job. So now what I'm going to do is completely destroy all of that by throwing in a bunch of new ideas. That is manufacturing instability by forcing spend on unproven assets. It's forcing you to more heavily invest in uncertainty which is the opposite of having consistency and scalability in your ad platform. Two ad set three and they were
Escúchalo en el minuto 1:03:48
Alineación de ángulos creativos según la etapa del embudo hacia un VSL
Mensaje y copywritingAl dirigir tráfico a un embudo con VSL, el nivel de conciencia y la etapa del embudo deben determinar el gancho creativo: en la parte alta (top of funnel) funcionan mejor historias personales amplias o ganchos de valor; en la parte media, mensajes enfocados en problemas y dolores específicos; y en la parte baja, casos de éxito y pruebas concretas de cómo se resuelve el problema.
like a VSSL funnel, right? So like top of funnel, personal story longer, talk about your experience, then drive to VSSL value ad. Hey, here's three ways to do this thing. If you want to see more, click this link. Middle of funnel, hey, if you're struggling to get X, Y, and Z and you want this, go click this video and watch this thing more around the pain and problem. Bottom of funnel, you know, here's how I help so and so do X, Y, and Z. Go watch my Generally speaking, by the way, top of funnel is the broader hook. Lower funnel is a more
Escúchalo en el minuto 1:05:32
Canales de adquisiciónEn Meta Ads, el algoritmo segmenta a través del creativo y el copy del anuncio. Se debe utilizar segmentación amplia (broad targeting limitada solo por edad, género y ubicación) en lugar de audiencias por intereses o lookalikes, ya que restringir la audiencia fragmenta los datos y perjudica la optimización.
Okay? targeting largely happens in the tight audience. Facebook doesn't even let you do that. So again, the ad itself does most of the targeting. >> This is since 2018. Age, gender, location, broad targeting. Anything outside of that is a severe liability to that targeting has happened at the ad level, at the creative level for seven There is legitimately no reason you should be going outside of that. And the of the broad audience and if you got rid of it, the broad audience would improve.
Escúchalo en el minuto 20:59
No apagar ni modificar configuraciones publicitarias que ya entregan resultados rentables
Canales de adquisiciónSi un anuncio o portafolio publicitario tiene buen rendimiento, no debe apagarse ni alterarse. La forma correcta de evaluar su resistencia no es cambiar la estructura que ya funciona, sino incrementar el presupuesto o la carga para descubrir dónde se rompe.
if your performance is good, don't turn off an ad. If you've solved the problem of can I spend more money, the worst thing you could do is change the investment portfolio. If you have a machine that works, don't fix the machine because you don't have a problem. You need to create a problem of adding load or more spend to see where it breaks. But if it's not broken, don't fix it.
Escúchalo en el minuto 55:52
Canales de adquisiciónColocar entre 10 y 50 creativos en un solo conjunto de anuncios de segmentación amplia genera tantas permutaciones que la máquina difícilmente logra gastar suficiente presupuesto para alcanzar significancia estadística en cada uno. Es preferible poblar el conjunto principal únicamente con anuncios ganadores probados y trabajar sobre las piezas más débiles en lugar de diluir el aprendizaje del algoritmo.
entire thing is a very convolute complex section. The problem is you don't know if the ads that get spend are good or bad. And so you're just waiting for the the account to spend through all of the ads and then hopefully at the end the ones that were good got budget and the ones that suck you turn off. But it's going to take you a long time to get between 10 and 50 ads. And ultimately many permutations that it's almost impossible for the machine to understand There are not enough people in the world for the machine to get an impression of one across all those different data set of one, much…
Escúchalo en el minuto 46:02
Medición y experimentosUn proceso de prueba publicitaria riguroso parte de una hipótesis concreta diseñada para solucionar un problema específico y medir su resultado, en contraste con lanzar ideas al azar al algoritmo para ver si este decide asignarles presupuesto de manera reactiva.
problem is you weren't able to say this is my problem. Let me test to solve it. You just I have a new idea. Does it make things better? Those are two very different things. One is a pointed understanding of a hypothesis, a testing framework, and then proving out whether you're right or wrong, and the measuring the impact. is I have a new idea. Let me throw it into the randomizer and see if the output is good. That's just not as valuable and actionable a way of
Escúchalo en el minuto 44:13
El creativo realiza la segmentación y debe evitar ganchos genéricos
Mensaje y copywritingEn la publicidad de Meta, el contenido creativo es el principal responsable de la segmentación de la audiencia, por lo que se deben evitar ganchos genéricos en favor de mensajes específicos dirigidos al cliente ideal.
right person. So what we used to do is we used to make generic hooks. And the generic hook would be like, "Hey, if >> Okay. Yes, ad retrieval is really what this. Now, that all being said, ad retrieval is at the core. Yes, we've done stuff where we made generic. Now, that generic style of content is something that we've should have hopefully gotten away from since 2018, knowing that creative does the targeting. Where I'm coming from with this is that you shouldn't have had generic stuff to begin with. And if the machine is
Escúchalo en el minuto 3:03
Medición y experimentosComo cada campaña publicitaria actúa como un conjunto de datos aislado que no comparte información con las demás, solo deben crearse campañas separadas cuando responden a metas financieras distintas y objetivos de KPI específicos (por ejemplo, flujo de caja inmediato, adquisición de clientes de largo plazo o volumen de transacciones para reducir el CPA combinado).
together. Now each campaign is a discrete data set that does not So each campaign is essentially competing against each other to get to multiple campaigns means you have a dumber machine. Only have a separate campaign if you have a separate business objective. That separate business objective better have a different KPI Buying as many customers that are likely profitability so you can lose more money on the acquisition of new customers. down the blended CPA with the catalog ad. That's three campaigns that'll
Escúchalo en el minuto 19:13
Medición y experimentosLanzar versiones casi idénticas de un anuncio ganador (mismo guion en distinta locación) no aporta diversidad real y genera fatiga artificial. El algoritmo prueba el nuevo anuncio con audiencias templadas propensas a convertir, canibalizando las ventas del anuncio original sin aportar resultados incrementales al negocio.
What's likely to happen is you're going to manufacture ad fatigue. you launch tw 10 to 20 new versions, those ads that are more or less the same as the ones that were running are going to more or less appeal to the same people that the ones that were running were. But because they're new, the machine is going to show those to warmer audiences that are more likely to convert because the machine is going to to win. And what happens as a result? Well, you're not providing incremental results, the new ad wins because the old ad doesn't. The same sale instead of going here goes to here. So, you're…
Escúchalo en el minuto 58:08
Canales de adquisiciónA diferencia de Google donde se captura intención existente con muchas variantes, en Meta Ads saturar con cientos de anuncios individuales diluye los datos por variación; se deben usar anuncios de contenido dinámico (como el formato 3:2:2) para consolidar la información en un solo conjunto de datos efectivo.
322 ads, flex ads, dynamic creative. problem here is that the more folders you have, the more ads you have, the more ways that data can be segmented. A 100 ads with a 100 impressions is a is a bunch of things to get a data set of one. A dynamic creative with 12 variations would collect all of that information 2019, we've been preaching dynamic creative, right? 322 ads that solves >> Oh, also don't max out your Facebook Google, you max out the variations existing intent. In Facebook, you're not trying to capture existing intent. You're trying to curate intent. The more variations you have, the…
Escúchalo en el minuto 21:08
Ritmo de actualización de anuncios para evitar reingresos a fase de aprendizaje
Canales de adquisiciónEn estructuras consolidadas (una sola campaña y un conjunto de anuncios amplio), se recomienda lanzar creatividades nuevas con una frecuencia de 1 a 2 veces por mes para evitar que el algoritmo entre en fase de aprendizaje continuamente.
going to be testing. One campaign, one ad set, very broad, and just keep launching new creatives in here. And again, we're going to do that a frequency of one to two times per month to uh prevent the ads set from going into the learning phase too many times.
Escúchalo en el minuto 1:06:42
Falsos positivos al evaluar cambios de estrategia publicitaria entre verano y otoño
Medición y experimentosComparar métricas publicitarias de julio-agosto contra septiembre-octubre genera falsos positivos sobre nuevas estructuras de anuncios, ya que la estacionalidad y el aumento general del gasto de consumo en otoño mejoran los resultados por sí solos, independientemente de los cambios aplicados.
The amount of false positives of people But they're also doing it where they're comparing when people are buying more to when people were buying less. The summer is the worst period of the year for all The fall is when people start to spend more money. When you compare the results of July and August, the worst times of the year, to September and October, where things get dramatically better, that test inherently, if you did nothing, everything would get better. winning has far more to do with the landscape and the macroeconomic conditions of just consumer behavior.
Escúchalo en el minuto 33:33
Desactivar optimizaciones automáticas de creativos en Meta Ads para anunciantes avanzados
Canales de adquisiciónA pesar de adoptar presupuestos y ubicaciones automáticas, los anunciantes experimentados deben desactivar las optimizaciones automáticas de creativos de Advantage+, ya que están diseñadas para principiantes y reducen el control sobre el rendimiento de venta.
that stuff. The only stuff where I'm restricting the machine, just to call it out because I agree with you, Matt, and where I'm being restrictive is I get rid of the creative optimizations. And it's primarily because that's not necessarily a tool for people driving leads and trying to make sales. on my channel all the time. It's to make things easier for people that are starting out. It's getting everybody to be a CS marketer. But if you're an A+ marketer and you start using some of these tools, you're going to reduce your ability to do your job. It's like if a perform if a
Escúchalo en el minuto 27:31
Optimizar por leads cualificados en lugar de volumen bruto al usar Advantage+
Medición y experimentosAl automatizar campañas en Meta Ads con Advantage+, optimizar solo por clics, mensajes o volumen general de leads atrae prospectos no calificados; es necesario condicionar el píxel con conversiones cualificadas y añadir fricción en el proceso para guiar al algoritmo.
have if we're optimizing for the right event. And I talk about pixel conditioning a lot, but we have to have a really healthy pixel that's only sending back qualified leads if we're going to follow this plan. If we're just going to optimize for leads or clicks or DMs, we're going to get a bunch of junk leads. Okay? Because so one note here, us volume. So we have to learn how do we filter out and create more friction in our ads and through our process to allow the advantage plus to work for us. Because if we're optimizing for leads or messages, we need to get quality leads coming in, not just…
Escúchalo en el minuto 26:48
No excluir a los clientes existentes de las campañas publicitarias en Meta
Canales de adquisiciónExcluir clientes existentes de las campañas en Meta es perjudicial e innecesario: el algoritmo solo entrega impresiones a quienes muestran probabilidad de interacción y compra, y el coste mínimo de volver a impactar a un cliente se compensa con creces si genera una segunda compra.
your success, including excluding existing customers. There's legitimately no reason that you should do that they're going to show the ad to the person that wants to see it. They're they're going to show the ad to the person that wants to buy. If someone's an existing customer and has no interest buying again, why would they show that Well, then you wasted $20 unless any of them ever buys a second time, in which case you were still profitable. The order of magnitude of the problem makes
Escúchalo en el minuto 23:27
Impacto del algoritmo Andromeda de Meta en la entrega y volatilidad de costes
Canales de adquisiciónEl algoritmo Andromeda de Meta se enfoca en optimizar la recuperación de anuncios (ad retrieval) frente al enorme volumen de anunciantes, lo que intensifica y polariza la toma de decisiones del sistema, provocando fluctuaciones drásticas en métricas como el CPC y el CPL entre diferentes cuentas.
real quick. Okay, so the update was on Meta Andromeda. That is the AI algorithm that Meta uses to place the right ads in saw some wacky things in July. I saw cost per click go through the roof on some accounts. I saw it drop like crazy for others. I saw cost per lead do the is that the algorithm update didn't actually change much of anything. What it did do was crank up the volume of the decision making. So essentially all choices are now more hyperbolic. Um and >> But at a high level, like what Andromeda is doing is Facebook realized that their issue was that they had a hard time with ad…
Escúchalo en el minuto 0:51
Concentrarse en 1 a 3 buyer personas para escalar la facturación
Investigación de mercado y clienteEs preferible concentrarse en 1 a 3 perfiles de cliente ideal bien definidos en lugar de intentar abarcar entre 5 y 10, ya que la especialización en pocos segmentos facilita el escalado del negocio mientras que la dispersión dificulta la tracción de ingresos.
day, I don't want a thousand different types of people. I already have my ideal customer, those personas. If I have one or two of those, if I have three of those, that's easy enough for me to get to six figures a week. If you have five personas, you're going to probably struggle. If you have 10 personas, you can probably struggle to get to six figures a month. specialists make more money.
Escúchalo en el minuto 52:45
Los ganchos genéricos abaratan el CPM pero atraen prospectos menos cualificados a escala
Mensaje y copywritingLos ganchos amplios o genéricos apelan a una audiencia masiva, logrando menor frecuencia y menores CPMs en plataformas como Facebook, lo que les permite capturar más presupuesto y escala a costa de atraer usuarios con menor nivel de cualificación.
>> ad. Right. So the generic hooks worked because Facebook had a hard time with retrieval. So those bigger hooks that called out a larger amount of people see the reason those bigger hooks worked was because they were more generic. They were better at appealing to a broader group of people. When you look at a 4PI analysis, they had a lower frequency, lower CPM, they earned more budget. That better or worse than something else. A generic hook is a better tool at attracting lower qualified information at greater scale. It still is.
Escúchalo en el minuto 5:42
Estructura CBO agrupando formatos creativos por conjunto de anuncios
Canales de adquisiciónUna estructura habitual de Meta Ads previa a la consolidación dinámica consiste en utilizar presupuesto a nivel de campaña (CBO) y organizar los conjuntos de anuncios por concepto creativo (por ejemplo: recursos B-roll, videos dibujados o talking head) sobre audiencias probadas, incluyendo múltiples variaciones de cada formato por conjunto.
All right. The oldish way was we'd have here we had ad set one, ad set two, ad well was we had the campaign budget set at the campaign level. So if I put like, you know, $1,000 a day in here and I adsets here, right, were like proven launch like a new concept, okay, a new hey, I'm going to do a B-roll ad. All ads set two was a drawing video, right? this. This could be like talking head, three. So, this was how I used to run
Escúchalo en el minuto 37:56
Medición y experimentosTener múltiples anuncios individuales con Post ID estáticos repartidos en conjuntos de anuncios bajo CBO no aplica un método científico riguroso, ya que el algoritmo reparte el gasto de forma discrecional en lugar de aislar variables como lo hacen los anuncios dinámicos.
Only he's using individual post ids instead of using dynamic ads. And this is still not leveraging the scientific method. This is a whole bunch of has nine individual ads that are running works is the campaign is choosing which ad set to spend on. The ad set is choosing which ad to spend on. it's making a choice of which ad to
Escúchalo en el minuto 39:39
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