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Avoid These Facebook Ads Mistakes At All Costs
24 ideas de marketing sacadas de «Avoid These Facebook Ads Mistakes At All Costs», de Professor Charley T. Sobre todo de canales de adquisición, medición…
- 24 ideas despiezadas
- Fuente Professor Charley T
- Dura 50 min
- Publicada en 2025
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El anuncio creativo actúa como su propio mecanismo de segmentación en Meta Ads
Canales de adquisiciónEn la arquitectura moderna de Meta Ads (oCPM), cada anuncio opera como una página independiente dentro de la plataforma que genera dinámicamente su propia audiencia similar (lookalike); el algoritmo evalúa la respuesta y experiencia del usuario y distribuye progresivamente el anuncio hacia personas que se comportan como quienes respondieron positivamente.
best but now what we have is every ad you make is a web page in Facebook's site right in their app uh Facebook app or the or the Facebook website or Instagram is just a is just search result like on Google but instead of you typing in words you just refresh and it shows you things that you want to see so it's it's the Google search result but it's a dynamic one that is based on user experience instead of you having you telling it what you want that being said every ad you make is its own web page Facebook is measuring the clickthrough rate the bounce rate the stickiness the engagement what…
Escúchalo en el minuto 22:39
Canales de adquisiciónGestionar toda la cuenta publicitaria dentro de una única campaña combinando testing y escalado (un conjunto de anuncios ganadores usando Post IDs y dos conjuntos con creativos dinámicos y segmentación abierta/broad) evita fragmentar los datos y optimiza el rendimiento del algoritmo.
your Evergreen campaign I mean I I run entire ad accounts out of one campaign where I'm doing testing and scaling inside of one campaign and that's it and like this is by the way my account structure for this like this this account structure will make you Millions one Winner's ad set with post IDs two Dynamic creatives let that be your business objective and targeting testing that right account structure and there's literally nothing else all targeting
Escúchalo en el minuto 35:30
Sustituir descuentos individuales por paquetes y volumen para disparar el AOV y la recompra
Oferta y precioEn lugar de descontar el precio de un producto individual, ofrece paquetes de volumen (por ejemplo, 5 unidades por un precio cerrado con envío gratis). Esto multiplica el valor medio del pedido (AOV) inicial y, al elevar la inversión emocional y económica del cliente en su primera compra, incrementa la probabilidad de una segunda compra y el LTV a largo plazo.
the bright idea at the time was you don't want a full price product you don't want to buy this pen for $5 what if I sell you four of them and give you one for free so now you might buy one for five bucks but if I offer you five for 20 with free shipping and free returns I'm getting four times the L the the aov and maybe the average person $1250 if I get $20 from you on transaction one my LTV immediately went up yeah and because you bought more products from me and you paid extra for it your emotional investment in that brand is higher you're actually more likely to have a second purchase so…
Escúchalo en el minuto 40:25
Canales de adquisiciónEl uso conjunto de anuncios dinámicos, CBO (optimización del presupuesto a nivel de campaña), audiencias amplias (broad targeting), pujas automáticas y ubicaciones automáticas genera mejores resultados sostenibles que el ajuste manual y la microgestión continua de campañas.
2018 Dynamic ads CBO broad targeting Auto bid Auto placement became the thing that I couldn't beat as one of the world's best according to Facebook uh day Traders on the platform and I basically changed over uh to running
Escúchalo en el minuto 7:46
Canales de adquisiciónEl uso conjunto de anuncios dinámicos, CBO (optimización del presupuesto a nivel de campaña), audiencias amplias (broad targeting), pujas automáticas y ubicaciones automáticas genera mejores resultados sostenibles que el ajuste manual y la microgestión continua de campañas.
2018 Dynamic ads CBO broad targeting Auto bid Auto placement became the thing that I couldn't beat as one of the world's best according to Facebook uh day Traders on the platform and I basically changed over uh to running
Escúchalo en el minuto 7:46
Obsolescencia de la segmentación por intereses y retargeting manual en Meta Ads
Canales de adquisiciónEstructurar campañas en Meta Ads con presupuestos por conjunto de anuncios (ABO), segmentación por intereses, públicos similares o retargeting manual fragmentado resulta perjudicial y obsoleto, ya que las plataformas modernas gestionan las exclusiones y la optimización de eventos de forma integrada.
when you're using say interest groups which have been deprecated on a Facebook retargeting which was made obsolete by worse but because users aren't in multiple places of the funnel they're just in wherever are a lot smaller but really it's just they built in the exclusions for you um and so doing things in the 2016 way is incredibly harmful now and is only getting worse if you're still using abos and interest groups and retargeting to a lesser extent even local likes are
Escúchalo en el minuto 10:04
Oferta y precioEl uso frecuente de descuentos reduce el margen inicial y atrae a perfiles con baja lealtad y escasa tasa de recompra, mientras acostumbra a los clientes habituales a postergar sus compras hasta la siguiente oferta.
worse and the third thing running discounts is one of the worst things you that first is LTV so many people are discounting my LTV is immediately item I'm selling it for 35 so my LTV is are immediately $15 less off the people that buy due to pricing price sensitive discount buyers are far far less brand loyal they are loyal to the means is you are sacrificing long-term lifetime value to fill your buyer pool with people who are far less likely to ever buy a second time so your new customers are far less likely to ever buy again and they're giving you less money up front and your existing…
Escúchalo en el minuto 36:12
Canales de adquisiciónPara escalar la adquisición pagada, el anunciante debe tratar el Ads Manager como una fábrica automatizada donde su función es configurar el sistema para que funcione de forma autónoma, en lugar de microgestionar manualmente cada variable y depender de horas operativas.
problem and what I would tell people is it's called the ads manager for a reason you're not ever doing the work you are the manager of the machine you are the factory foreman and your job isn't to micromanage every employee to the point where they cannot work without you your job is to set them up to be so successful that you never have to do the work and that's the real difference and working 15 minutes a day 90 minutes a week maybe and taking your business harder so you have to start using the tools and the way they're designed to be
Escúchalo en el minuto 19:00
Canales de adquisiciónPara escalar la adquisición pagada, el anunciante debe tratar el Ads Manager como una fábrica automatizada donde su función es configurar el sistema para que funcione de forma autónoma, en lugar de microgestionar manualmente cada variable y depender de horas operativas.
problem and what I would tell people is it's called the ads manager for a reason you're not ever doing the work you are the manager of the machine you are the factory foreman and your job isn't to micromanage every employee to the point where they cannot work without you your job is to set them up to be so successful that you never have to do the work and that's the real difference and working 15 minutes a day 90 minutes a week maybe and taking your business harder so you have to start using the tools and the way they're designed to be
Escúchalo en el minuto 19:00
Medición y experimentosPara escalar un negocio hacia 8 y 9 cifras es necesario enfocar los recursos en la economía del modelo de negocio, el costo y volumen de cada etapa del embudo, el incremento marginal y el LTV, en lugar de obsesionarse con encontrar un anuncio aislado que funcione temporalmente y obligue a reiniciar el proceso semanas después.
just I think people been taught to Value the wrong angles of work when it comes to this because you should be spending your time on business model you should be spending your time knowing the value and volume and cost of parts of the funnel and customer Journey you should be focusing on incremental lift and LTV far more than what ad works so well I can spend my entire Budget on it so that 3 weeks are now I have to start all over there's a very different mindset there and that's the difference between an8 and N figure business and somebody struggling out of the garage to get to a six figure…
Escúchalo en el minuto 20:22
El creativo visual captura entre el 75% y el 80% de la atención inicial en anuncios de Meta
Canales de adquisiciónEn estudios de seguimiento ocular en Facebook, el 75% al 80% de la atención visual inicial (thumb stop) recae sobre la imagen o video del anuncio, mientras que el titular captura solo entre el 10% y el 15% antes de pasar al texto.
testing it's a great question I did a study a few years ago with Facebook track people's eyeballs while using the platform 75 to 80% of where the eyeball goes initially is on the creative the image or the video so that's 80 75 to 80% of the thumb stop the technical term is thumb to get their attention 10 to 15% is done by the headline after they see that image and then they go to the copy now
Escúchalo en el minuto 29:12
El contenido visual del anuncio determina la segmentación algorítmica en Meta
Canales de adquisiciónLos algoritmos de Meta escanean cada fotograma de un video o imagen para identificar objetos, marcas y entornos, utilizándolos como pistas de contexto para segmentar la audiencia. Por ello, creativos centrados puramente en el producto (como unboxings o UGC) logran mayor coincidencia y efectividad que videos complejos con elementos visuales ajenos que distorsionan el algoritmo.
visual Med in a visual medium Facebook is scanning every frame of every video and every image and it understands like Facebook knows this is like an IKEA lamp they're doing targeting B based on that retargeting ad based on the content in the creative and the keywords that you're using so there's a lot of context shirt usually the product that you're pushing forward has very little to do with the targeting if there's anything else going on which is one reason why we see unboxing videos be so successful or why we see ugc where it's just the successful because there is a higher match rate to the…
Escúchalo en el minuto 30:31
Medición y experimentosDestinar promociones agresivas a audiencias de retargeting y listas existentes genera un ROAS aparente alto en la plataforma publicitaria, pero no refleja crecimiento real de caja ni ventas incrementales, ya que se ofrece descuento a personas que habrían comprado de todos modos y se duplica la atribución entre múltiples canales.
people are going to do is they're going to make a 15 20 $30 discount 30% discount on everything and they're going and they're going to blast out retargeting they're going to hit their that's going to give you a wonderful Raz Facebook that has nothing to do with success roaz has nothing to do with cash and honestly doesn't mean anything for incrementality of lift but you are focusing on giving a discount to customers that might already buy they might already buy from you by five other channel so you might have email and search and Tik Tok and Facebook all saying they drove you $50,000 in sales…
Escúchalo en el minuto 33:55
La fragmentación tradicional de embudo (TOFU/MOFU/BOFU) en anuncios limita la escala y sobrecarga la operación
Canales de adquisiciónEstructurar campañas en Facebook Ads dividiendo rígidamente TOFU, MOFU, BOFU y retargeting manual puede generar resultados aceptables (C+), pero exige un esfuerzo operativo desmedido e impide escalar el negocio a cifras de 7 a 9 dígitos debido a flujos de trabajo no escalables.
bad idea but I want to amend that it does work you can get C+ success doing it that way you can work far harder than you need to to get a far worse result than you deserve by doing things in the there is a big difference between trying to not go out of business by working 6 to 8 12 hours a day where you're never able to take a break and you have to be right on every guess that you make and tremendously impair your upside mhm on non-scalable workflows you cannot scale a business if used in order to be successful so yes that Toof mof bof stuff works but you
Escúchalo en el minuto 16:55
Uso de bundles y upsells en lugar de rebajas directas
Oferta y precioPara rentabilizar la adquisición de clientes en comercio electrónico sin destruir el margen ni los unit economics, se deben utilizar paquetes de productos (bundles) y ventas adicionales (upsells) en vez de rebajar el precio unitario.
game so instead focus on the acquisition of profitable customer Journeys and instead of discounting your products focus on bundles focus on upsells one of the things that I brought
Escúchalo en el minuto 39:52
Meta penaliza con CPMs elevados a los anunciantes que ofrecen mala experiencia mediante segmentaciones forzadas
Canales de adquisiciónCuando se segmenta por intereses o audiencias restringidas con anuncios poco atractivos, hasta dos tercios del público objetivo pueden ser inadecuados; el algoritmo detecta una mala experiencia de usuario y penaliza la cuenta elevando los CPMs por encima de $25-$30, encareciendo la adquisición frente a quienes operan de forma amplia y alineada con la plataforma.
groups onethird of the people are in there by accident because the tech hasn't been updated half the people that are in there are there because they don't like something if you say all day long I don't like cats you're going to get ads for cat food because you're interested in it CU you're using those keywords so up to 2third of that audience is actually bad for you so what showing Facebook that you want to give people a bad user experience and that not only harms your performance in that adset but it Flags you as a marketer that is a liability to work with them less and Facebook's way of…
Escúchalo en el minuto 25:59
Canales de adquisiciónLa ventana de oportunidad que ofrece la atención infravalorada (costos por mil impresiones ultra bajos) en canales publicitarios emergentes tiene un ciclo de vida corto; con el tiempo y la saturación de anunciantes, los costos se normalizan o superan a los canales maduros.
available and whenever there's underpriced attention there's always the opportunity to abuse that I remember Tik Tok and to be fair I remember a year ago and everybody's like Tik Tok cpms are $3 you got to get on it and now they're worse than Facebook ad Facebook but the opportunity that you get by abusing underpriced attention there's a short lifespan to that
Escúchalo en el minuto 13:32
Medición y experimentosConcentrar los anuncios en retargeting agresivo con grandes descuentos hacia audiencias existentes (listas de email y carritos abandonados) genera un ROAS superficialmente alto en Facebook, pero no refleja un crecimiento genuino ni el éxito real del negocio.
and they're going to make creatives that say big discounts blast out retargeting they're going to hit their email addresses they're going to hit their ad to cards that's going to give you a wonderful row as on Facebook that has nothing to do with business success this
Escúchalo en el minuto 0:00
Oferta y precioDepender de rebajas constantes de precio actúa como una trampa destructiva que deteriora la percepción de marca y arruina el flujo de caja en el primer trimestre. Fechas comerciales como Black Friday deben utilizarse como herramientas de adquisición agresiva frente a competidores desatentos mediante ofertas de valor y bundles, no mediante la devaluación del producto.
mhm discounts are like a drug you're a junkie when you get caught on the sale after sale after sale life cycle that so many brands are stuck on and they're never going to achieve the success of brands that don't discount but only offer bigger bundles and the Labor Day Black Friday Etc as a customer acquisition tool use it to Conquest your competitor you just have to be better than the big box brand that you can steal their customers forever growth and if you use it as such your q1 don't January and February are going to be the decimation of your cash flow and something but you don't want to…
Escúchalo en el minuto 41:58
El modelo de comisión sobre el gasto publicitario desincentiva la eficiencia en agencias
Estrategia y decisiones de negocioCobrar un porcentaje sobre la inversión publicitaria crea un conflicto de incentivos estructural: si un profesional logra los objetivos del cliente usando solo una fracción del presupuesto planificado, reduce automáticamente los ingresos y comisiones de su propia agencia.
the client I I didn't realize that the business model for ad agencies was Commission on ad spend I thought it was do good work so if I charged a million dollars or 10 million dollars for a year and I could do the work in 30% 40% of that budget um I would cost my entire Department's annual salary and commissions in like a couple of weeks so
Escúchalo en el minuto 5:25
Medición y experimentosCon un gasto publicitario de entre 50.000 y 70.000 dólares diarios en marcas de ecommerce, los CPMs en Meta Ads se sitúan en el rango de 20 a 24 dólares (mid to low $20s), mientras que los CPMs en TikTok Ads para el mismo escenario ascienden a entre 25 y más de 30 dólares.
cpms yeah like I can my Facebook ads cpms at like 50 60 70,000 a day for e-commerce Brands is in the mid to low 20s the Tik Tok ads for the same thing might be in the mid to Upper 20s or low 30s sometimes and true I'm
Escúchalo en el minuto 14:21
Estrategia y decisiones de negocioPara escalar un negocio a 7, 8 o 9 cifras se debe aprender directamente de operadores activos que ejecutan en el mercado real, evitando agencias que venden formación sólo para compensar problemas de flujo de caja.
also see a huge gap in the space where a lot of agencies who aren't good enough for you to hire are charging you money no um you're only as good as the people either learn from operators and join communities of people actually getting done or you can focus on folks that run ad agencies that rely on their sales educational resources to offset cash flow because they're struggling some places are good to get you started mhm some places are good to help you make a seven eight figure 9 figure business those are not the same places so if you want to level up your business you have to level up who…
Escúchalo en el minuto 46:30
Rendimiento en captación de leads automotriz con CPL de 50 $ y 50% de conversión
Medición y experimentosUna campaña de captación de clientes potenciales para concesionarios logró un costo por lead de 50 dólares con una tasa de cierre del 50% (1 de cada 2 leads) en ventas de vehículos de 25.000 dólares, arrojando un ROAS nominal de 250x.
we ended up 50 bucks to get a lead one out of two people bought a 2015 Nissan Sentra for 25,000 so first lead gen ad was a 250X Raz ad campaign at scale
Escúchalo en el minuto 5:00
Medición y experimentosUn operador activo de comercio electrónico puede escalar una marca a 1.5 millones de dólares anuales y alcanzar 200.000 dólares en un solo mes (enero).
Brands um I I got a brand right now that we had 200,000 in January we did 1.5 million last year it's the like fifth or sixth brand last four or five years that
Escúchalo en el minuto 46:17
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