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Copy This Facebook Ads Strategy, It'll Blow Up Your Business (Post-Andromeda)
24 ideas de marketing sacadas de «Copy This Facebook Ads Strategy, It'll Blow Up Your Business (Post-Andromeda)», de Professor Charley T. Sobre todo de…
- 24 ideas despiezadas
- Fuente Professor Charley T
- Dura 39 min
- Publicada en 2026
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Exclusión publicitaria temporal basada en el ciclo natural de recompra
Canales de adquisiciónDurante el escalado de una marca de 50.000 $/mes a 1.000.000 $/semana, se detectó que los clientes de su producto estrella recompraban orgánicamente en un promedio de 25 días. Para no desperdiciar inversión en compras garantizadas, se excluyó a los compradores de la publicidad durante 30 días, reactivando los anuncios solo cuando superaban la desviación estándar del comportamiento natural de recompra.
When I was scaling under outfit and we went from 50k a month to a million a week in a year and a half, we understood once we found the hero product that was most likely to get customers to come back and buy in again and again and again, those customers did so on average about 25 days after their initial purchase. So we excluded customers for 30 days. Because we knew those people were likely to buy. After 30 days, we were well outside. There was like we were a standard deviation outside the norm of normal repeat purchase behavior. We'll send more ads to people.
Escúchalo en el minuto 7:25
Evitar la exclusión manual de clientes actuales en campañas de Meta Ads
Canales de adquisiciónExcluir a los clientes actuales en campañas de adquisición en Meta es contraproducente: el desperdicio de presupuesto por impactarlos es mínimo (menos del 10% en escenarios típicos), elimina la prueba social positiva en los comentarios y frena la recompra (LTV). Si el objetivo es estricta incrementalidad, se debe configurar el evento de optimización como «nuevo cliente» en lugar de excluir audiencias.
The exclusions doesn't make any sense. Let's say you have 1,000 customers, and your CPMs are like 20 bucks, and you have a $500 daily budget. What if 100% of your customers, seven days a week, 365 days a year, saw your ads twice? You'd waste 40 bucks out of 500. So, there's no reason to exclude them. Also, why not let people who are happy with your business see ads potentially bad again, or leave positive sentiment? If the idea is we don't want to pay to acquire a customer twice, does improvement of LTV really come as, like, a bad thing? And if your ads are, in fact, designed exclusively to…
Escúchalo en el minuto 3:01
La diversificación de canales permite tolerar un CPA más alto en medios de pago para maximizar el volumen
Canales de adquisiciónEl objetivo de la publicidad de pago es utilizar los beneficios del negocio para generar mayor volumen de ingresos aceptando un menor nivel de eficiencia. Contar con ventas eficientes o gratuitas procedentes de email marketing, tráfico orgánico, búsqueda o clientes recurrentes permite que el CPA en paid media sea significativamente más alto sin destruir la rentabilidad del negocio, aplicando el principio de Dan…
You run ads with your profits to generate a lower level of efficiency through the machine at higher volume. You amplify the business model to have a greater volume of revenue to invest in the growth. And that loss of efficiency is the execution in paid media of Dan Kennedy's principle of whoever can spend the most to acquire the customer wins. And the reason you can spend the most to acquire the customer on Facebook is because you're getting enough efficiency on search and email, repeat buyers and organic. Sales that are way more efficient. If all of your sales come from Facebook ads, they've…
Escúchalo en el minuto 14:03
La primera venta en e-commerce debe tratarse como un lead para optimizar la recompra
Medición y experimentosEl crecimiento sostenible de un e-commerce no debe optimizarse hacia la eficiencia de la primera transacción, sino hacia la adquisición de clientes con mayor probabilidad de comprar una segunda vez.
You should not be scaling your business by how well you can get the first sale. The first sale in any e-commerce business is just a lead. Performance marketers often optimize to the efficiency of the sale. But the efficiency of the sale and the stability of the business are essentially two completely mutually exclusive exercises. And if you want to scale your business, you should be way more focused on how you acquire the best leads. And in e-commerce, the best leads is the customers who are most likely to buy a second time.
Escúchalo en el minuto 21:31
Escalado de Under Outfit mediante identificación del producto de recompra y oferta empaquetada
Oferta y precioUnder Outfit pasó de facturar 50.000 dólares al mes a 1 millón al día tras descubrir que un sujetador específico generaba recompra en unos 25 días con una media de 2,5 pedidos posteriores, permitiendo lanzar una oferta de «compra 3 y llévate 1 gratis» que elevó el LTV de 105 a más de 500-1.000 dólares.
Now, I mentioned before in Under Outfit, we took them from $50,000 a month to a million a day. It's because we found that the comfort-shaping bra and the color of sand was most likely than any other product that we had to get more women to come back and buy again. And they did so roughly around 25 days. And as soon as we understood that the average woman then bought two and a half times, we launched a buy three, get one free offer to overcome the objection on that. And we essentially took the LTV from like 105 to well over 500 and 1,000.
Escúchalo en el minuto 22:24
Canales de adquisiciónSuperponer reseñas textuales de clientes sobre imágenes del producto en anuncios estáticos es una táctica simple y efectiva para romper la barrera del escepticismo y generar confianza en usuarios que ya conocen la marca (middle of funnel).
The next one, and this is my personal favorite because it's just really easy and it works extremely well, is going to be social proof ads. So any reviews, any testimonials, any UGC review style content that you have. Take a review off your website. Throw it on a picture with a product of yours. And this is just going to kill in the middle of your funnel. Everybody's been scammed on Meta. Nobody trusts any brand anymore. Have your customers trust you. And it's just going to do volumes for you in the middle of your funnel.
Escúchalo en el minuto 29:10
Mensaje y copywritingLos Video Sales Letters (VSL) protagonizados por el fundador —narrando la historia de origen o explicando el mensaje validado de la marca— representan uno de los formatos publicitarios con mayor conversión para marcas nuevas, al generar una conexión inmediata de autoridad y autenticidad.
Is founder-led VSLs. If you can properly speak to your ideal customer, if you are able to communicate with them effectively, you have to be making founder-led VSLs. This is by far the best creative type to run. So you can run anything with a personal narrative from you, why you built the company. This is 100% the highest converting format for every new brand that we work with. And because it just comes off extremely authentic, you build tons of authority and connection with your audience. People buy from people.
Escúchalo en el minuto 28:05
Mensaje y copywritingPara convertir a una audiencia fría que no conoce tu marca ni tu producto, estructura el VSL de prospección en cuatro fases: 1) Gancho emocional y provocador (3-10 s); 2) Narrativa personal centrada en el dolor o problema sin revelar inmediatamente el producto (10-30 s); 3) Contraste de mecanismo único del problema versus mecanismo único de la solución frente a competidores; y 4) Testimonios con reversión de riesgo…
Another one that I really love, and I will preface this by saying this probably has the highest degree of difficulty, is prospecting VSLs. I want to keep these very story driven and with broad audience appeal. And the goal of this is to take someone who's never heard about your brand and maybe never even heard about your product and turn them into a buyer. First, start out with a very emotional and thought provoking hook. Then get into storytelling. This is usually going to be, I don't know, 3 to 10 seconds long. This is going to be somewhere like 10 to 30 seconds long. And in the…
Escúchalo en el minuto 30:54
Usar testimonios específicamente para resolver las objeciones principales
Mensaje y copywritingEn lugar de limitarse a elogios genéricos, la sección de testimonios debe utilizarse estratégicamente para responder a las dudas y dolores específicos del cliente (como el ajuste o efectividad del producto), identificados previamente mediante investigación en foros, reseñas y comentarios de competidores.
The testimonial section is key and you want to try to address any objections in the testimonial section. So, for example, if people have like a big question about your product, you want to answer that in the testimonial section. If you're in, you know, I don't know, some certain supplement company, if there's like a very key thing that a lot of customers have, like a key question that they have, you want to address that in the testimonial section. The last thing that could get them over the hump is speaking to their exact pain point. And there are common pain points that you can find in…
Escúchalo en el minuto 35:43
Desarmar objeciones de precio en los creativos para elevar la conversión web
Oferta y precioEn productos de precio elevado donde la conversión en la página web sufre por fricción de precio, comunicar facilidades de pago (como opciones 'compra ahora y paga después') directamente en los anuncios de medio de embudo eleva la tasa de conversión sin requerir cambios en el sitio.
But also another thing that I want to point out is not just offer-based ads, but something that is removing price objections up front. This is a fairly expensive product. And an objection that we were having or a trend that we were seeing is as they came and saw the price, the conversion rate on the website was really bad, even though they'd done a lot of CRO and the website was good. So what we did is we essentially started addressing price objections in the funnel. And these are middle-of-funnel creatives. But what this did was we raised the conversion rate without doing any extra work on…
Escúchalo en el minuto 37:53
Las pruebas multivariables masivas en CBO provocan canibalización en lugar de crecimiento incremental
Medición y experimentosLanzar decenas de creatividades y ángulos simultáneamente en un conjunto CBO no constituye un test científico: el algoritmo decide en unas 48 horas a qué anuncios darles el grueso del presupuesto según lo que prefiere entregar primero a la audiencia ya existente. Esto genera una 'fábrica de suerte' y fatiga publicitaria artificial, donde los supuestos nuevos ganadores simplemente le quitan presupuesto y rendimiento…
What we have here is a three-way multivariant test with five individual options per. And there's no way of knowing what ad is good or bad. It's all around what execution the machine prefers to deliver first. And that distribution of what ad is going to get 80% of the spend, the three ads that get any of the budget. That decision is going to be made in like 48 hours. Because there's way too much noise in the signal. So you're not able to do any scientific methodology in your testing. Because, again, if you have five different concepts of the video, it's not which ad is good. It's which thing…
Escúchalo en el minuto 11:52
Diferencia de atribución y absorción de gasto entre anuncios de prospección amplia y anuncios comparativos
Canales de adquisiciónLos anuncios de prospección con narrativa amplia tienden a absorber la mayor parte del presupuesto publicitario con CPMs y frecuencias más bajas, aunque aparentan peor CPA directo. En contraste, los anuncios de comparación directa ('nosotros contra ellos') absorben menos gasto, tienen CPMs más altos y cierran conversiones con mejor CPA. La escala saludable de la cuenta requiere ambos para alimentar y cerrar el…
By the way, the us versus them, I would expect it. I would expect that ad to earn less spend, to have a higher frequency, have a higher CPM and a better CPA or return on ads, but whatever it is closing the deal more. This is likely to earn more spend, have a lower frequency and lower CPM and look less efficient. But if you're us versus them closes the conversation around the prospecting and maybe the social proof overcomes the objection of trust and maybe you have the storytelling from the founder really getting somebody to buy into what's going on. Now you have massive creative diversity…
Escúchalo en el minuto 32:33
Iterar sobre el mismo anuncio ganador provoca canibalización y acorta su vida útil
Canales de adquisiciónCrear múltiples variaciones del mismo concepto o ángulo no atrae audiencias nuevas, sino que compite por el mismo público y canibaliza el gasto del ganador original, provocando fatiga publicitaria prematura.
And the more variations on that idea you get, the more wins you get of that idea, the shorter the lifespan of any one of those wins. Because as soon as something works, you're building something else that basically wins for the same reason. But they're not reaching different people. Just this thing wins by taking this thing's lunch. You're robbing Peter to pay Paul. You're not getting any more money. Plus, these new ads are going to come at the expense of the old ones. You're manufacturing ad fatigue when you already solved the problem.
Escúchalo en el minuto 16:43
Consolidación de campañas en Meta Ads para evitar la microgestión y centrarse en el post-clic
Canales de adquisiciónA menos que se inviertan presupuestos masivos diarios, conviene consolidar toda la estructura de Meta Ads en una sola campaña simple para no perder tiempo microgestionando anuncios y enfocar los esfuerzos en optimizar la conversión y retención post-clic.
If you don't spend tons of money, $5,000, $10,000, $20,000 a day on meta, I would say just keep it simple. Consolidate everything into one campaign. You don't need to overcomplicate things. True expertise is about making things simple. A master solves the problem by removing everything that's unnecessary. And the more band-aids you slap on it, the more you have to micromanage and day trade the ad account. Meaning the less time you're going to be able to actually acquire all of that future revenue by improving the business model and everything that happens after the Facebook click, which is…
Escúchalo en el minuto 23:38
Mensaje y copywritingLos creativos publicitarios de estructura 'Us vs. Them' permiten diferenciar una solución innovadora contrastándola directamente con los miedos, fricciones y efectos secundarios comúnmente aceptados de las alternativas tradicionales de la categoría.
So the next one is us versus them ads. If you have any problem solution product or if you have any innovative solution in your niche, this is just also super easy. You can really play on people's fear or emotions like we did with this one. Everybody knows energy drinks have tons of fear about them. Everybody always talks about fake sugar jitters and crashes.
Escúchalo en el minuto 29:50
Canales de adquisiciónEl testeo publicitario no debe consistir en lanzar decenas de anuncios al azar como si fueran boletos de lotería que compiten por atribuirse conversiones ya existentes. Debe enfocarse en diseñar piezas específicas que resuelvan debilidades concretas del mix de marketing (como incrementar el ticket medio o reducir los CPMs en la parte alta del embudo) para generar la eficiencia real que permita aumentar el…
My goal in creative testing is to establish enough efficiency that I can increase the budget. Now, if that means I don't get a ton of new winners, but I can scale, great. In fact, if I'm not testing more ads, I'm not going to have nearly as much ad fatigue. And my creative hit rate is probably actually going to go up. So you're basically saying with this style setup, just based on what he said, each ad set has 30 lottery tickets to see what the machine wants to spend on early based around its prediction of end user behavior. Very rarely do I see people with this setup ever say, we have a…
Escúchalo en el minuto 5:29
Canales de adquisiciónEl testeo publicitario no debe consistir en lanzar decenas de anuncios al azar como si fueran boletos de lotería que compiten por atribuirse conversiones ya existentes. Debe enfocarse en diseñar piezas específicas que resuelvan debilidades concretas del mix de marketing (como incrementar el ticket medio o reducir los CPMs en la parte alta del embudo) para generar la eficiencia real que permita aumentar el…
My goal in creative testing is to establish enough efficiency that I can increase the budget. Now, if that means I don't get a ton of new winners, but I can scale, great. In fact, if I'm not testing more ads, I'm not going to have nearly as much ad fatigue. And my creative hit rate is probably actually going to go up. So you're basically saying with this style setup, just based on what he said, each ad set has 30 lottery tickets to see what the machine wants to spend on early based around its prediction of end user behavior. Very rarely do I see people with this setup ever say, we have a…
Escúchalo en el minuto 5:29
El gasto asignado por el algoritmo no equivale a rentabilidad real del negocio
Medición y experimentosQue Meta asigne presupuesto prioritario a un anuncio solo refleja elegibilidad y preferencia algorítmica, no necesariamente que ese anuncio esté generando ventas incrementales o beneficio neto para el negocio.
I hope works in this case is built around how they impact the rest of the business. But my suspicion is it's that's the only thing that got spend. And spend, yes, that's a KPI. But it is not a definition of success. It's a definition of eligibility and preference. And those are two very different things. Again, not which ones are helpful to the business. Which ones are above your target ROAS means which ones were able to take more credit for the results that happened. That's very different. The definition of success is not how much credit for the success you can take. It's the generation of…
Escúchalo en el minuto 16:01
Canales de adquisiciónNingún anuncio opera de forma aislada; la efectividad de un creativo de prospección o VSL para audiencias frías no debe medirse únicamente por su conversión directa, sino por su capacidad para generar volumen y permitir escalar anuncios más eficientes y de mayor frecuencia más abajo en el embudo.
Remember also, this prospecting VSL exists in a customer journey of multiple touch points and multiple ads. No customer journey is one ad. And then the image being shown over and over again with the higher frequency and the higher CPM, because it's a warm audience being hammered with it, is going to get you that repetition of exposure to get somebody over the hump. No ad exists in isolation. The success of this ad is how much it allows you to scale the more efficient ads that are lower in the funnel.
Escúchalo en el minuto 36:42
Marca y posicionamientoLas marcas medianas o DTC no siempre necesitan educar a la audiencia desde cero si los competidores líderes ya gastan millones haciéndolo. En New Balance se observó que el 60% de los usuarios impactados por primera vez habían visitado webs de competidores directos (Nike, Adidas, Converse, Reebok o Puma) en los últimos 7 días; en esos casos basta con anuncios estáticos de diferenciación directa para captar a…
My one call out to this is you might be doing a lot of work to make people problem and solution aware who are already in market because some brand that will spend more in a day than you do in a year has already done that work. And if you don't need this ad because your other image ads that sit lower in the funnel we've talked about are effective enough for you to be able to scale the budget, don't immediately chase into trying to build an entire funnel for yourself. When I used to run all the ads for New Balance, one of the things that we found when we first started running the Facebook ads…
Escúchalo en el minuto 34:05
Marca y posicionamientoLas marcas medianas o DTC no siempre necesitan educar a la audiencia desde cero si los competidores líderes ya gastan millones haciéndolo. En New Balance se observó que el 60% de los usuarios impactados por primera vez habían visitado webs de competidores directos (Nike, Adidas, Converse, Reebok o Puma) en los últimos 7 días; en esos casos basta con anuncios estáticos de diferenciación directa para captar a…
My one call out to this is you might be doing a lot of work to make people problem and solution aware who are already in market because some brand that will spend more in a day than you do in a year has already done that work. And if you don't need this ad because your other image ads that sit lower in the funnel we've talked about are effective enough for you to be able to scale the budget, don't immediately chase into trying to build an entire funnel for yourself. When I used to run all the ads for New Balance, one of the things that we found when we first started running the Facebook ads…
Escúchalo en el minuto 34:05
Canales de adquisiciónNingún anuncio opera de forma aislada; la efectividad de un creativo de prospección o VSL para audiencias frías no debe medirse únicamente por su conversión directa, sino por su capacidad para generar volumen y permitir escalar anuncios más eficientes y de mayor frecuencia más abajo en el embudo.
Remember also, this prospecting VSL exists in a customer journey of multiple touch points and multiple ads. No customer journey is one ad. And then the image being shown over and over again with the higher frequency and the higher CPM, because it's a warm audience being hammered with it, is going to get you that repetition of exposure to get somebody over the hump. No ad exists in isolation. The success of this ad is how much it allows you to scale the more efficient ads that are lower in the funnel.
Escúchalo en el minuto 36:42
Generar diversidad creativa en Meta Ads mediante anuncios dinámicos 3:2:2
Estrategia de contenidosPara satisfacer los requisitos de variedad del algoritmo de Meta sin saturar la cuenta con docenas o cientos de anuncios individuales, basta con estructurar un número reducido de anuncios dinámicos en formato 3:2:2 (3 creatividades, 2 textos principales y 2 titulares).
The algorithm now craves so much more volume and creative diversity than ever before. So, I disagree about the volume, although I love the idea of creative diversity. And remember, you can hit creative diversity with five different 322 ads. That's plenty of creative diversity. But volume sounds like we're about to get into the idea of launching 10, 20, 50, 100 ads over the space of like a month or like six months.
Escúchalo en el minuto 1:24
Escalar directamente la campaña existente en lugar de trasladar ganadores a campañas separadas
Canales de adquisiciónCuando un anuncio demuestra tracción y permite aumentar la inversión de forma rentable, conviene escalar el presupuesto verticalmente en esa misma campaña en vez de moverlo a una campaña de escala o seguir lanzando tests innecesarios.
Why are you trying to add new winners every week? If you can scale the budget, why would you add a new creative? Well, if you solve the problem of how to spend more money, why would you then launch more ads? If you've solved the puzzle, why are you going to make it more complicated? Please don't move your winners to a scale campaign. If you solve the problem, why are you going to then break it to create a new problem? If the ad's a winner, why not just scale that campaign? The whole reason you did a test was so that you could spend more budget on that campaign. The entire idea of a scaling…
Escúchalo en el minuto 17:26
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