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[Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?
30 ideas de marketing sacadas de «[Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?», de Perpetual Traffic. Sobre todo de medición y experimentos…
- 30 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 01 min
- Publicada en 2025
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Canales de adquisiciónAproximadamente 10 días antes de una temporada o evento de ofertas, pausa las campañas 'feeder' (adquisición en frío/tope de embudo) y concentra el presupuesto en campañas orientadas a conversión. Es poco probable que usuarios totalmente nuevos compren un descuento de una marca desconocida; es más rentable extraer el máximo valor de los prospectos ya acumulados y volver a encender el tráfico frío solo cuando…
The feeder strategy is to buy more people who are not interested in you yet, top of funnel, middle of funnel, or first time searches, bottom of the funnel. You're trying to acquire those users. Now, you can actually pause your feeder and do more conversions about 10 days before the sale. Because Google will only target the people that are going to be interested in the sale. There's very little people that are just going to search one time and be like, wow, this thing I've never heard of is 20% off. But the people are like, okay, I'm getting ready to buy this. And you want to keep showing them…
Escúchalo en el minuto 44:02
Medición y experimentosNo se deben apagar anuncios individuales con costo por adquisición (CPA) por encima del objetivo mientras el promedio global de la cuenta o campaña permanezca dentro de la meta, ya que eliminarlos reduce el volumen total de ventas y rompe el equilibrio del ecosistema publicitario.
What I mean by that is you do not want to say my goal is 30. So reduce, remove the 40s. That is a short sighted because what if you are you also going to reduce the 20s that are balancing out to the 30? So when you're looking at the law of averages, you can't hack off one side because then you just lose volume based on the balance. And what I have to look at is say, okay, I don't want to go above 44. That's where I want to be. So this 53 here, I can hack up this 53, but I will lose six purchases that are already counteracting this high CPA with this low CPA with 23. So yes, I can bring down…
Escúchalo en el minuto 57:14
Canales de adquisiciónNo pauses las campañas de conversión cuando necesites enfriarlas o pausar temporalmente el gasto; baja su presupuesto a un monto mínimo (como 1 dólar diario). Esto permite que el algoritmo siga observando el tráfico del sitio y retenga el aprendizaje para escalar nuevamente sin fricciones.
Try not to pause and restart your conversion campaigns. So your feeder, you can pause and start those. But your conversion campaigns, never pause those. Always bring them down to like a dollar. So it still watches traffic. It's severely limited by budget. It really needs cash to go convert those people that day because it's watching that traffic. Easiest way to scale it back up is just say, okay, fine, go get them. So as long as it's on, it's watching traffic.
Escúchalo en el minuto 46:49
Diferencias operativas y estratégicas entre Amazon Seller Central y Vendor Central
Canales de adquisiciónAmazon Seller Central funciona como un modelo directo (3P) donde la marca mantiene el control total de su tienda, precios, publicidad y logística; mientras que Vendor Central es un modelo mayorista (1P) donde Amazon actúa como retailer tradicional emitiendo órdenes de compra (PO) según predicciones de demanda, ideal para marcas consolidadas que tratan a Amazon como un distribuidor más de retail.
So Amazon seller central, you kind of, it's a DIY, like you're starting your own store on Amazon. You may do FBA, which means you send the product to Amazon and they sell it on prime, or you can ship it out of your garage. Like it's your own seller and you have control of your store on Amazon. Vendor central is you become a vendor to Amazon. Amazon is the retail store and they order products from you based on their sales volume and their future predicted sales volume. And you simply sit back and receive a purchase order, you know, a PO from Amazon and you fulfill that PO and you get paid for…
Escúchalo en el minuto 12:48
Uso de tROAS en campañas de protección de marca para controlar el CPC
Canales de adquisiciónAl ejecutar campañas de protección de marca (Brand Protect) en Google Ads, no uses 'Maximizar valor de conversiones' sin un objetivo fijado; establecer un tROAS (como 300% a 400%) obliga al algoritmo de Google a reducir los CPCs en lugar de inflar los costes.
So I actually use a manual maximized conversion value with a TROAS target. That is like a three and 400%. So if you use maximized conversion value, Google's price fixing will absolutely spend all of your So maximized conversion value without a TROAS or maximized conversions without a TCPA. Well, that at any cost gives Google free reign to set your CPCs to whatever they want. As long as you're getting the conversions and there's no target, there's no goal. So I usually for brand protect, if I want like a 1500 or 2500% ROAS, I'll set it at 300%, But if you set a target, but you're the only…
Escúchalo en el minuto 52:49
El gasto excesivo en campañas de marca infla el ROAS pero deteriora el CAC real
Canales de adquisiciónInvertir excesivamente en anuncios de palabras clave de marca (como en Amazon o Google) genera un ROAS artificialmente alto al canibalizar búsquedas orgánicas de compradores ya decididos; recortar ese gasto y redirigirlo a notoriedad y prospección en la parte superior del embudo mejora la rentabilidad global (MER) y reduce el costo de adquisición de nuevos clientes (NCAC).
It actually, it had a contribution margin in the negative, technically. Because if you think about the CPA on your brand, it's contributing to a negative contribution margin because that sale most likely would have happened. But it didn't happen because it happened in spite. And so you're adding cost to something that would have happened anyway. And that is where you have amazing attribution at 1,000 ROAS, but it didn't contribute anything to your NCAC. It actually made it higher. One last question for you on this is that one of the biggest things that I think you and I see whenever we…
Escúchalo en el minuto 32:21
Diferencia crítica entre atribución y contribución real de ventas
Medición y experimentosLa atribución mide qué punto de contacto registró el último clic de una venta, mientras que la contribución mide qué acción generó realmente la demanda; un anuncio en redes sociales puede aportar el 100% de la contribución a una compra en tienda física sin recibir atribución, mientras que un anuncio de búsqueda de marca puede atribuirse el 100% de la venta sin haber aportado valor incremental.
Contribution is, is that credit true? It's like, it will never attribute. But it did contribute. So your meta ad that is actually bringing people to the local store to buy the product because it's new and exciting and they just found out about it and they found a retailer close to them will have all of the contribution and zero attribution because you cannot attribute an in-person sale on a third-party retailer in physical properties based on a meta ad that's only counting the sales on Shopify. So the contribution means that something can contribute to a sale even though it didn't attribute…
Escúchalo en el minuto 30:14
Peligro de atribuirse ventas base con campañas de marca y métricas de plataforma aisladas
Medición y experimentosLas métricas dentro de las plataformas publicitarias (como un ROAS de 20X en campañas de marca o Performance Max) pueden ser engañosas cuando el negocio ya cuenta con una demanda base orgánica o distribución establecida (como Amazon o retail). En lugar de evaluar canales en silos atribuyendo ventas preexistentes, el rendimiento debe medirse a través del incremento real de nuevos clientes y el costo de adquisición de…
But it factors into this story because at the end of the day, we don't really care about the in-app metrics. We care about like NCAC overall and profitability for the client and how they behave from a business standpoint. So you have to factor all these things in. You can't look at everything in a silo. And we knew that because there are so many new and even more so a ton of existing customers. If you were just to launch a meta ad or a performance max ad, you're going to attribute massive amount of sales instantaneously to yourself. Like we can launch a brand campaign and 20X this in an hour…
Escúchalo en el minuto 16:12
Aplicación de política de precio mínimo anunciado (MAP) para fabricantes
Oferta y precioLos fabricantes deben establecer y hacer cumplir una política de precio mínimo anunciado (MAP) a sus distribuidores para evitar que los minoristas vendan más barato que la propia marca, garantizando que el consumidor elija comprar directo al fabricante en igualdad de precios.
Then if you have other retailers who have a lower retail price than you, I would enforce MAP for sure. Like develop a MAP price, say everyone has to stick to this because then it's now you versus the retailers with everyone has the same price. People usually like to buy from the manufacturer first. That's how you get those people back. You cannot be outpriced by your retailer.
Escúchalo en el minuto 56:22
Medición del mix de medios como un ecosistema unificado y no en silos aislados
Medición y experimentosEvaluar los canales publicitarios únicamente por el ROAS reportado dentro de sus propias plataformas (como Meta o Google por separado) distorsiona la toma de decisiones; el marketing digital opera como un ecosistema interconectado donde el tráfico pagado, el orgánico, el email y los marketplaces (como Amazon) se influyen mutuamente entre la primera interacción y el cierre de la conversión.
Which channel is the one that's getting the click? Which is the one that's actually initiating the first interaction? And which is the one that's actually sealing the deal and getting the last click and the conversion? But the point was, is like all the stuff that you see in this siloed world of like, you must manage Google by the Google ROAS in platform, you must manage your meta by your meta ROAS in platform. Amazon has nothing to do with anything else like that you're spending over on all these other platforms. We just feel, and rightfully so, because we're 100% right here, is like that's…
Escúchalo en el minuto 1:23
Distinción entre CAC nuevo incremental y blended al escalar inversión publicitaria
Medición y experimentosAl escalar agresivamente el gasto en anuncios, el costo por adquisición de cliente nuevo (NCAC) marginal o incremental tiende a ser más alto que la base original, elevando el CAC blended promedio pero manteniendo la rentabilidad mientras el marginal permanezca dentro del umbral objetivo respecto al ticket promedio (AOV).
So there's $100,000 increase since January on average to last month. basically adding $100,000 in ad spend on average, we're looking at an NCAC increase from 1.1 to 6.8. So 6.89 NCAC. So if we look at 107,088 and 5,780, if we divide this by, if we divide 107,88 by 5,780, and that is an $18.52 NCAC. What this is, is your incremental, which means if you had a dollar and you added a whole bunch of $18, that takes your dollar average and brings it up to a $7 average. Now, what's funny is we agreed upon a total NCAC target of 15. We're seeing an incremental NCAC of 18, which is bringing our actual…
Escúchalo en el minuto 21:38
Canales de adquisiciónLas estrategias de puja basadas en conversión en Google Ads suelen aumentar el CPC al competir agresivamente por usuarios con alta intención en vez de generar nuevo volumen. La estrategia 'feeder' combina campañas específicas para inyectar tráfico fresco y campañas de conversión que cierran la compra a esos visitantes.
So it's basically because Google in your conversion-based bidding is just going to sell you conversions. You increase ad spend and you get the same amount of clicks just for higher CPC. It's because what it's doing is saying, I'll give you $500 more. And it's like, cool, I'm just going to raise your bid for the people I think are going to buy anyway. You did because it's a conversion-based bidding strategy. So you want the traffic along with the conversions, but you don't want to buy just one or the other. That's where feeder strategy comes in. Fresh traffic that you're bringing in and then…
Escúchalo en el minuto 45:24
Estructura de presupuesto 75/25 en la estrategia feeder de Google Ads
Canales de adquisiciónEn una estrategia de campañas feeder en Google Ads, destina el 75% del presupuesto a la campaña feeder (con coste por clic bajo mediante CPC manual o maximizar clics) y el 25% a la campaña de conversión (con CPCs más altos), logrando equilibrar el volumen efectivo de tráfico comprado entre ambas.
So I actually like 75% of my ad spend on the feeder and 25% on the conversions because I will spend 75% of my budget on dollar click exact match, really high quality search terms that you would normally spend $4 or $5 on. So when you go over to the 25% campaign that is spending $4 versus the 75% campaign that's spending $1, you actually buy equal amount of traffic. So it's basically spent on the initial CPC differences for the same keyword based on max clicks or manual CPC versus a conversion-based bidding strategy.
Escúchalo en el minuto 54:41
Evaluar la salud del negocio con métricas agregadas (MER y nCAC) en lugar de atribución por canal
Medición y experimentosEn marcas grandes u omnicanal donde los canales interactúan de forma compleja ('métricas espagueti'), la atribución aislada por plataforma distorsiona la realidad. Es preferible evaluar la salud global del negocio mediante métricas agregadas de 'dinero que entra vs. dinero que sale', como el MER (Marketing Efficiency Ratio) y el nCAC (costo de adquisición de nuevos clientes), comparando el rendimiento año contra año…
Secondly, we call it like spaghetti metrics where everything just kind of is in a big pile of spaghetti and you're trying to pull a string and see where the other side comes out. And you do that by taking a step back at all of your metrics and saying, if we look at what we have done since we started and where we were at compared to the previous year but year-over-year may be like, oh, we're actually doing pretty good. So the client that we're discussing had some siloed approach to the metric in terms of their channels. Like, they're the same people. what metrics can we monitor to say is the…
Escúchalo en el minuto 6:36
El CAC resulta engañoso cuando existe una fuerte demanda base o distribución física
Medición y experimentosCalcular el costo de adquisición (CAC/NCAC) dividiendo el gasto publicitario entre el total de pedidos puede arrojar métricas artificialmente bajas cuando la marca ya cuenta con reconocimiento previo y distribución en tiendas físicas; en estos casos, la pauta publicitaria no es la causante principal de los pedidos, los cuales ocurrirían de todas formas de forma orgánica.
Here's something that's important to know is there's $14,000 in spend here, and there's already 11,000 orders. Now, what this tells me immediately when you're looking at $119 NCAC, is that this spend is sort of disassociated with this metric here of the total orders. Because the ad spend is disconnected from the current sales. There is a lot of that happening in this account because they had a good distributorship. They had good Amazon presence already because of the in-store traffic that is free. So this $14,000 in ad spend did not drive those 11,000 orders because there was a lot of simple…
Escúchalo en el minuto 10:24
Considerar el desfase temporal (time lag) antes de juzgar campañas publicitarias
Medición y experimentosIncluso en productos con ticket promedio bajo (como 42 USD), un mercado altamente competitivo puede alargar el periodo de consideración hasta 28 días desde la primera impresión publicitaria hasta la compra. Es necesario gestionar expectativas y permitir que los algoritmos de optimización (como Advantage+ en Meta) completen este ciclo antes de pausar o modificar presupuestos.
But remember, even though this is a $42 NAOV, AOV, I forget exactly what the AOV, let's say it's an NAOV is $42. It's still, you say, it takes about 28 days from first impression or first click. I assume it's probably one or the other to purchase, which is, this is not a huge cart. Like it's $42, but people are still shopping around. This is a highly competitive space. From when they see the ad to when the reported conversion from that user, 28 days. This is not a very expensive purchase, but there is so much consideration that goes on in it. High amount of competition too. High amount of…
Escúchalo en el minuto 36:21
Riesgo de sobreescalar presupuesto publicitario sin incremento proporcional de pedidos
Canales de adquisiciónMultiplicar drásticamente el presupuesto publicitario sin constatar que el volumen de nuevas órdenes acompañe el ritmo de gasto destruye la eficiencia de adquisición y dispara los costos marginales por venta.
So Meta, we started scaling up more and more. And then I said, whoa, guys, you can't go from 14,000 to 185 and only increase your Shopify orders by 1,000. I agree.
Escúchalo en el minuto 24:58
Las estrategias de puja automática en Google Ads superan al CPC manual en la competencia por clientes
Canales de adquisiciónEn el ecosistema actual de Google Ads, el CPC manual pierde sistemáticamente contra competidores que usan estrategias automatizadas (como maximizar conversiones o valor de conversión), debido a que el algoritmo eleva dinámicamente la puja por clics que tienen alta probabilidad de convertir en un nuevo cliente, optimizando el costo por adquisición en lugar del costo por clic individual.
Exact match doesn't work extremely well with automated bidding strategies. And if you're doing manual CPC, it's even worse, just because you have to think about you're in an ecosystem where Google will basically market up to whatever it knows it can charge, the least restrictive person that you are competing with. So if anybody is on maximized conversion value or maximized conversions, if any one of your competitors is there, they will beat you every time if you are using anything other than that. So that is because your manual CPC, unless you're bidding $100 every time, they can just go…
Escúchalo en el minuto 41:44
Medición y experimentosPara determinar si el bajo rendimiento de una campaña se debe a la atribución o a la propia campaña, analiza la facturación total: si aumentas el gasto publicitario y las métricas de campaña se ven mal pero los ingresos globales aumentan, el problema es de atribución o captura de datos, no de la campaña.
So I would actually look at first, in my opinion, make sure that the data that is being imported into Google Ads from a conversion, whether it's coming from tag, GA4, edge server, third-party attribution, whatever it is, is highly accurate and plentiful based on what is going on. A good test of this is if I spend, but I don't see good attribution, does my top line get better? If no and no, then it's campaign or something else. But if you spend and a campaign looks crappy and your top line looks better, you have an attribution or data problem. So I don't know which one's which, but see if you…
Escúchalo en el minuto 51:06
Canales de adquisiciónEl target ROAS en Google Ads es una estrategia de puja restrictiva y no una herramienta que mejore intrínsecamente los resultados: elevar el objetivo de ROAS reduce el tamaño de la audiencia disponible solo a quienes el sistema sabe que convertirán, lo que suele estrangular el gasto y el volumen en lugar de hacer crecer el negocio.
The TROAS inside of Google Ads actually does not have anything to do with performance. It is not a measurement tool to say, hey, I believe that if I was to squeeze more juice out of this, I will actually get more juice. It is a predictability off of who they think are going to come back. Please understand, everyone, that TROAS is a restricted bidding strategy, which means if I increase my TROAS target, I reduce the people Google will target because it's only going to go up to the people it thinks or knows will convert. Once they're gone, it doesn't spend. Why won't my campaign spend my TROAS…
Escúchalo en el minuto 48:39
Estructura simplificada de campaña en Meta con alta densidad creativa
Canales de adquisiciónPara campañas de captación de leads en Meta, se recomienda utilizar una estructura simplificada de una sola campaña con un solo conjunto de anuncios (ad set), cargando un volumen amplio de 40 a 60 creatividades para permitir que el algoritmo optimice la entrega.
High job was the best structure campaign to follow these days for lead generation clients on meta. One campaign, one asset. That's what I do for everything nowadays, but I'm doing first click copy imports in order to steer those campaigns and also uploading about 40, 50, 60 pieces of creative in order to get it to go there. They're called Andromeda.
Escúchalo en el minuto 55:24
Escalar y replegar inversión publicitaria eleva la eficiencia base (MER) a largo plazo
Medición y experimentosAl triplicar la inversión publicitaria en Meta de 48.000 a 130.000 dólares semanales, los ingresos de Amazon aumentaron de 47.000 a 90.000 dólares. Al reducir el gasto de vuelta a 50.000 dólares semanales, los ingresos de Amazon se estabilizaron en un nivel superior (68.000 dólares) y el MER (Media Efficiency Ratio) global subió de 2,13 a 3,16 gracias al reconocimiento de marca acumulado y a la recompra de clientes.
If we're spending on average, let's say $48K per week in the first four weeks, and we see our Amazon revenue at approximately $47K, okay, excellent. Then we can increase our ad spend from $40K up to the $120K and $130K, a basically tripling of that ad spend. So now we're at $130K. And we see our Amazon revenue upwards of about $90K. But fast forward to more recent times here where we can take that spend back down to an average of $50,000 per week. It stayed at $68K. So we're basically $20,000 higher in Amazon still with the same spend that we were six months ago or actually a year ago. But…
Escúchalo en el minuto 27:02
Medición y experimentosAl dirigir tráfico publicitario hacia una tienda directa (como Shopify), una porción sustancial de los compradores que descubren el producto opta por finalizar la transacción en Amazon (pudiendo representar hasta un 60% de las ventas derivadas). Medir únicamente las conversiones dentro de la plataforma propia oculta la contribución real de la pauta publicitaria.
However, there is a massive amount of bleed to the people that are going to Amazon because you'll never convince me in a billion years that a person is like, man, I really want that product and I will never go to Amazon. But they didn't grow to four tenths or 40 percent of all online e-commerce transaction because people avoid them. They are flocking to them. And every time they flock to them, it comes out of your Shopify account. We're still up 100 percent over there. Now we've got to measure the contribution to Amazon sales. And that's where we're getting into NCAT globals. Well, this…
Escúchalo en el minuto 35:41
Retención y relación con el clienteDebido a las comisiones y márgenes reducidos en Amazon (donde Amazon es el dueño inicial del cliente), las marcas con productos de compra recurrente (CPG) deben diseñar estrategias para trasladar a los clientes adquiridos en Amazon hacia su propia tienda online para ventas cruzadas, upsells y recompras de mayor margen.
But I have to assume that still, Amazon is taking their cut. So if you're making like a 30% margin, like in an ideal world with an NCAC at $15, let's say, or probably not at $15. But you're still giving half of that away to Amazon. So you have to be comfortable with that, but you're acquiring a customer which is owned by Amazon first. It's like then you need to transfer that initial customer back to your site so you can get them, especially if you have a CPG product or a product that's going to be purchased multiple times, or you have complementary products that you can cross-sell, upsell…
Escúchalo en el minuto 28:50
Canales de adquisiciónAl implementar estructuras de adquisición avanzadas en Google Ads, configura Performance Max únicamente con el feed de productos. Agregar recursos creativos completos hace que PMax se expanda descontroladamente hacia Display, YouTube, Gmail y Búsqueda, canibalizando la atribución y el tráfico de otras campañas.
So in feeder strategy for PMAX, I usually just use nothing but feed only. I don't like to give anything else to PMAX besides the feed for feeder strategy only because if I need search or display or YouTube or Gmail or I'll use other channels for that. I think a full build PMAX is great if you want to just set it and forget and focus on other channels. But if you're focusing on Google, a feed only PMAX will be better for your hierarchy of what you're trying to structure your new and returning customers into. PMAX is just like, as long as you give me everything, I'm going to go wherever I want…
Escúchalo en el minuto 47:33
Medición y experimentosNo es posible atribuir con métricas directas y exactas las ventas orgánicas en plataformas de terceros (como Amazon) generadas por anuncios pagados en redes sociales (como Meta). El impacto de la inversión publicitaria debe medirse por su contribución total al negocio y considerando el retardo temporal (time lag) de conversión, en vez de intentar forzar la atribución a nivel de plataforma.
Now, inside of time lags about 28 days. That's what we're able to identify as time lag in the account is 28 days. Put a dollar in, you get all of your money back 28 days later. It's not attribution. There's no such thing as an organic sale on Amazon that came from Facebook that you can attribute with any metric with proof in the world. It does not exist. Contribution, not attribution. So attribution is what took credit for the sale.
Escúchalo en el minuto 25:24
Medición y experimentosEn empresas con un volumen existente de compradores y ventas multicanal, el crecimiento publicitario debe medirse por impacto incremental y no por paridad porcentual con el aumento de inversión. Un incremento del 50% en presupuesto publicitario puede generar solo un 10% de aumento en ingresos brutos, pero en términos absolutos representar cientos de miles de dólares adicionales de negocio nuevo.
What I mean by that is let's say you have 100,000 people already buying from you But you are not going to 10,000% increase 100,000 sales. You're looking at incremental. And you're looking at what new growth can you provide in that short period of time. But the percentages, when you're looking at larger companies or have existing sales, they will not match because it's not starting from zero to 100 with zero to 100 spend. So it might be a 50% increase in spend and only a 10% increase in top line. But that 10% could be $400,000.
Escúchalo en el minuto 7:48
Investigación de mercado y clienteAmazon concentra aproximadamente el 42% del volumen total de ventas minoristas en el comercio electrónico por internet.
And also, most importantly, the one that takes up 42% of all online e-commerce sales, Amazon.
Escúchalo en el minuto 0:35
Investigación de mercado y clienteAmazon concentra aproximadamente el 42% del volumen total de ventas minoristas en el comercio electrónico por internet.
And also, most importantly, the one that takes up 42% of all online e-commerce sales, Amazon.
Escúchalo en el minuto 0:35
Rango objetivo de NCAC global de $15 a $20 para mantener rentabilidad al escalar
Medición y experimentosPara un negocio que partía de un NCAC artificialmente bajo de $1.19 debido al alto volumen de ventas base sin inversión publicitaria, se estableció un objetivo de NCAC global (blended, incluyendo ventas de Amazon) de entre $15 y $20 para no sobrepasar el umbral de rentabilidad al escalar la inversión en nuevos clientes, frente a una estimación inicial del cliente de $30.
What we're looking at here is the total NCAC metric, which is the result of ad spend increases and total new customer increases. Now, there was already a ridiculously low impossible NCAC metric that exists, which is $1.19, which is lower than the cost per click. What we have to look at is if we add new customers and we can add new customers at a low enough NCAC, we should not see our total NCAC of $1.19 go too high, go into levels of non-profitability, which would be around $15, $20 of an NCAC. But as we scale, we want to make sure that our top line NCAC, including Amazon sales, does not…
Escúchalo en el minuto 19:02
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