Marketero · Entrevistas
Decoding Andromeda: the 4 Metrics To Scale Meta Ads
39 ideas de marketing sacadas de «Decoding Andromeda: the 4 Metrics To Scale Meta Ads», de Professor Charley T. Sobre todo de medición y experimentos…
- 39 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 10 min
- Publicada en 2025
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La congruencia estricta entre el anuncio y la página de destino es clave para la conversión
ConversiónSi la promesa, ángulo o beneficio que motivó el clic en el anuncio no coincide exactamente con el mensaje principal de la página de destino (por ejemplo, prometer simplicidad y mostrar precio bajo, o prometer durabilidad y mostrar diseño), el rendimiento de la campaña colapsa debido a la falta de congruencia de expectativas.
congruency is power. that's the ad. and I land on the page and it's like cheapest solution in the world. Those are two completely different conversations. all of that stuff. And and my land and the landing page says, "Look at how stylish we are." Well, that's cool, but that's not why I clicked, right? The congruency doesn't make any it there there needs to be a relationship. If the expectation doesn't meet what's delivered, then the performance isn't
Escúchalo en el minuto 36:56
Medición y experimentosLa frecuencia diaria en Meta Ads indica la composición de la audiencia impactada: una frecuencia cercana a 1.1 significa que aproximadamente el 90% del gasto se destina a prospección (tráfico frío que ve el anuncio por primera vez), mientras que una frecuencia de 1.9 indica que la mayoría lo ve repetido, funcionando como retargeting hacia usuarios que ya conocen la marca.
relationship. Second one is frequency. Now, frequency tells you how often people see your ad. And and while that's true, almost everyone completely misunderstand it. Because it's not about how many times, what it really is is who the audience is that's seeing that ad. If your ad's frequency is a 1.1, that means about 10% of people saw that ad twice today. That is a top ofunnel ad. 90% of that spend was prospecting. If the frequency by day is 1.9, that means 90% of people saw that ad twice. That is retargeting. It's talking to people who already know you. So frequency shows who your ad is…
Escúchalo en el minuto 3:27
El ciclo de distribución inicial en Meta infla el día 1 y exige evaluar el rendimiento a 7-14 días
Medición y experimentosAl publicar un anuncio nuevo, el algoritmo lo expone inicialmente a los usuarios con mayor intención de compra en el fondo del embudo, inflando las métricas del primer día antes de probarlo en audiencias frías en el segundo día. Tomar decisiones analizando métricas día a día distorsiona la evaluación; el rendimiento real de un anuncio debe juzgarse entre el día siete y la segunda semana.
get rid of this. Okay. When you launch an ad, day one of an ad, Facebook shows that to the people at the bottom of the funnel. in ads, the same thing happens. It shows all of your new ads to the people who are most likely to buy. It basically one, all of your ads launch the bottom of the funnel. So, every time you launch new ads, what you're doing is you're just bloating the bottom of the funnel. these work really well. Let's show it to strangers. Oh, it didn't work. You you is if you're looking at results daytoday, you are thinking way too small. If you need the results to be successful on a…
Escúchalo en el minuto 32:13
Medición y experimentosEl rol real de un anuncio en la cuenta se determina cruzando cuatro métricas: un anuncio de prospección (top of funnel) presenta alto gasto, baja frecuencia, bajo CPM y un costo por resultado (CPR) nominalmente peor; mientras que un anuncio de cierre (bottom of funnel) muestra bajo gasto, alta frecuencia, alto CPM y un CPR sobresaliente debido a que solo atribuye compras de usuarios listos para convertir.
So when we put this all together, spend, frequency, CPM, and cost per result. You inside the black box. If the spend is high, the frequency is low, the CPM is low, and the CPR looks bad. That's the top of funnel ad. It's finding new people. It's incremental. If the spend is low, the frequency is high, the CPM is high, and the CPR looks great. That's a top ofunnel ad. It's finishing the sale. So many people are only reason that AD IS GOOD IS BECAUSE IT'S A BOTTOM OF FUNNEL AD. It's taking more credit. That's the only reason it
Escúchalo en el minuto 5:27
Canales de adquisiciónCuando una campaña tiene una fecha límite estricta y poco tiempo para que el algoritmo aprenda, conviene pautar sobre audiencias tibias (retargeting amplio) y lanzar un volumen mayor de creatividades simultáneas, pausando rápidamente los anuncios que consumen presupuesto sin generar resultados.
If it's timesensitive and there's a short timeline, we are going to probably take a different approach. And honestly, for those a lot of the time, I might do a broader spectrum, launching more ads and then killing the things that don't work because I can't leverage machine learning nearly as much. And I'm also probably leveraging a warm audience more than a broad one so that I can get more data faster and I can do it for a cheaper price. If I can go off a broad retargeting and then do uh a wide test and eliminate every ad that earns spend but sucks, I'm only going to be left at the ads that…
Escúchalo en el minuto 59:30
Medición y experimentosEl rol real de un anuncio en la cuenta se determina cruzando cuatro métricas: un anuncio de prospección (top of funnel) presenta alto gasto, baja frecuencia, bajo CPM y un costo por resultado (CPR) nominalmente peor; mientras que un anuncio de cierre (bottom of funnel) muestra bajo gasto, alta frecuencia, alto CPM y un CPR sobresaliente debido a que solo atribuye compras de usuarios listos para convertir.
So when we put this all together, spend, frequency, CPM, and cost per result. You inside the black box. If the spend is high, the frequency is low, the CPM is low, and the CPR looks bad. That's the top of funnel ad. It's finding new people. It's incremental. If the spend is low, the frequency is high, the CPM is high, and the CPR looks great. That's a top ofunnel ad. It's finishing the sale. So many people are only reason that AD IS GOOD IS BECAUSE IT'S A BOTTOM OF FUNNEL AD. It's taking more credit. That's the only reason it
Escúchalo en el minuto 5:27
Canales de adquisiciónEs posible alcanzar gastos publicitarios de cinco cifras diarias con solo siete u ocho anuncios activos en total (cinco ganadores consolidados y un par de pruebas 3:2:2). Lanzar un volumen excesivo de anuncios genera inestabilidad y dificulta la escalabilidad al hacer depender el rendimiento del esfuerzo manual en vez del algoritmo publicitario.
Um, you can get away with five ads in that winner's ad set and one 322 flex ad in the other ones. Maybe that's seven, eight ads total. Um, anyone can get to five figure daily spends US currency on on that many ads. You don't need more than that. Um, you that necessary. And I would say the more ads you launch, the less stable and the less scalable the system you have is and the more dependent that success is on set, not your time. you begin to leverage the machine rather than your week and the machine is infinitely smarter and more educated and makes better decisions than you ever will.
Escúchalo en el minuto 30:35
Canales de adquisiciónEs posible alcanzar gastos publicitarios de cinco cifras diarias con solo siete u ocho anuncios activos en total (cinco ganadores consolidados y un par de pruebas 3:2:2). Lanzar un volumen excesivo de anuncios genera inestabilidad y dificulta la escalabilidad al hacer depender el rendimiento del esfuerzo manual en vez del algoritmo publicitario.
Um, you can get away with five ads in that winner's ad set and one 322 flex ad in the other ones. Maybe that's seven, eight ads total. Um, anyone can get to five figure daily spends US currency on on that many ads. You don't need more than that. Um, you that necessary. And I would say the more ads you launch, the less stable and the less scalable the system you have is and the more dependent that success is on set, not your time. you begin to leverage the machine rather than your week and the machine is infinitely smarter and more educated and makes better decisions than you ever will.
Escúchalo en el minuto 30:35
Control de consumo de presupuesto en anuncios DCT mediante límites de gasto
Canales de adquisiciónSi un anuncio de prueba dinámica (DCT) consume todo el presupuesto y no deja espacio a nuevas pruebas pero mantiene un rendimiento sólido, no debe apagarse bruscamente; se debe aplicar un límite de gasto (spend limit) para forzar al algoritmo a distribuir el presupuesto sin alterar la estabilidad de la cuenta.
you. If my budget is good and I can if my performance is good and I can scale my budget, the last thing I want to do is change anything. Um, also, if your performance is solid and you don't need the other DCT, slap a spend limit on it. start to teach the machine to not spend as much on it. And I fully
Escúchalo en el minuto 1:04:04
Canales de adquisiciónIniciar una empresa nueva sin clientes mediante campañas de conversión pagadas es costoso e ineficiente. La viabilidad del modelo y la oferta debe comprobarse primero a través de contenido y tracción orgánica antes de invertir dinero en amplificar la pauta.
for all the info you're giving. If I have a brand new business with no customers, not running ads, flat out, not doing it. If I don't have money to invest based off the sales that I've got, the easiest way to lose a lot of money is to invest in growing something that I can't prove that works. If I have no customers, I'm going to try to get attention. I'm probably working on my organic content. I'm working on trying to do things like Facebook is a very expensive way to try to see if my business is any good. I my straight up advice for you is running conversion ads on Facebook is a really bad…
Escúchalo en el minuto 43:26
Investigación de mercado y clienteOptimizar la publicidad buscando únicamente el CPA más barato puede atraer segmentos con baja propensión a la recompra; es más rentable orientar la adquisición al perfil de cliente que maximiza el LTV y el volumen de pedidos posteriores, aunque su coste de captación inicial sea superior.
we found was women over the age of 45 are very likely to take a buy three get one free offer and they did it over and over again. And their LTV went from the business's LTV went from like 105 to well over a thousand in like a year. The problem is anytime we wanted to run ads for a cheap CPA, I chose a younger woman. Now, the younger woman was far more likely to buy one bra, not to buy three get one free. Her CPA was less, but the propensity to buy a second or third time was very different. She was the wrong customer profile. understanding what the optimal customer profile is to take advantage…
Escúchalo en el minuto 50:17
Escalar presupuesto en CBO antes de introducir nuevos tests creativos
Canales de adquisiciónMientras una campaña CBO mantenga un rendimiento estable que permita aumentar el presupuesto diario, no se deben añadir nuevos conjuntos de anuncios o pruebas creativas hasta que el desempeño global empiece a deteriorarse.
so don't test a new don't add new test ads set before the CBO overall performance declines, right? Just increase the budget every day. Yes. If you can increase the budget, the worst thing you could do is launch a creative test. Zero argument against that. I've never heard anybody try being able to explain why if you can increase the budget, you would launch a test. Uh, but other than
Escúchalo en el minuto 51:38
Medición y experimentosForzar la optimización publicitaria hacia los anuncios con menor CPA o mayor ROAS dirige el presupuesto casi en su totalidad al fondo del embudo, atribuyendo ventas que habrían ocurrido de todos modos y frenando la captación incremental de nuevos clientes a largo plazo.
it's a bad ad or a great ad. It might just mean the ad was shown to somebody ready to buy. It's about assigning have an ad with the best conversion rate, if you're just constantly pushing for row ads and CPR, remember what you're doing is you're optimizing for as much spend as possible to the bottom of the funnel, you're going to have a whole bunch of ads that look really good on paper, but ultimately don't grow the business and ultimately hurt your ability to find new customers. These are what you're really doing is optimizing for how much credit for success the machine can take at the…
Escúchalo en el minuto 5:02
Medición y experimentosForzar la optimización publicitaria hacia los anuncios con menor CPA o mayor ROAS dirige el presupuesto casi en su totalidad al fondo del embudo, atribuyendo ventas que habrían ocurrido de todos modos y frenando la captación incremental de nuevos clientes a largo plazo.
it's a bad ad or a great ad. It might just mean the ad was shown to somebody ready to buy. It's about assigning have an ad with the best conversion rate, if you're just constantly pushing for row ads and CPR, remember what you're doing is you're optimizing for as much spend as possible to the bottom of the funnel, you're going to have a whole bunch of ads that look really good on paper, but ultimately don't grow the business and ultimately hurt your ability to find new customers. These are what you're really doing is optimizing for how much credit for success the machine can take at the…
Escúchalo en el minuto 5:02
Medición y experimentosNo se debe juzgar el rendimiento ni pausar campañas por fluctuaciones de tres o cuatro días; las evaluaciones de métricas deben realizarse en ventanas comparativas semana contra semana (week-over-week) para absorber la variabilidad natural del algoritmo.
like we talked about before, um, I don't really judge performance on three days. I look at it week over week. Um, running
Escúchalo en el minuto 57:31
Medición y experimentosEl CPM en Meta Ads no es solo un costo publicitario sino una recompensa o penalización algorítmica: anuncios que captan atención y entretienen reciben CPMs más bajos (tráfico más económico y masivo), mientras que anuncios con baja retención o dirigidos a audiencias muy específicas/premium pagan CPMs más elevados.
third number is CPM. How much does it cost to show your ad 1,000 times? If people like your ad, meta will give you cheaper traffic. If people scroll past your ad or get bored, it costs more. A low CPM means people enjoy your content. A high CPM means that really only your fans care, not strangers, right? So, people smile and set aside, metal is going to reward you with cheaper views. Cheaper CPMs also mean that lower quality people are going to see your ad. But that's okay because it fills the funnel. And higher CPMs mean it's only premium inventory or it's a huge
Escúchalo en el minuto 4:16
Simplificar la cantidad de anuncios activos para medir el impacto multicanal
Medición y experimentosPara aislar y entender el efecto cruzado que la publicidad pagada ejerce sobre otros canales de adquisición y en el negocio global, es fundamental mantener la cuenta con pocos anuncios activos; una estructura con decenas o cientos de creatividades fragmentadas anula la visibilidad de los resultados reales.
Now, one of the reasons that we know how much impact Facebook is having on other channels like Google is we don't run a channel?" If you're running a 100 ads, that's impossible. If you're running 50 ads, there's no way that you can understand what's happening on any other channel anytime you make a change. If your goal is to get beyond just the Facebook ads platform, what you want is the simplest ad account possible because otherwise you can't measure what's
Escúchalo en el minuto 44:35
Construir guiones publicitarios a partir de entrevistas a compradores recurrentes
Mensaje y copywritingPara atraer a prospectos calificados, se debe contactar telefónicamente o por correo a los clientes que compran repetidamente, entender sus motivaciones reales e incorporar sus palabras exactas en los guiones de los anuncios.
better people, I would be focusing on who's the who are the folks that buy from you over and over again and then understand what they're buying and reach out to them, email them, ask them why they bought, talk to them, call them up on the phone, understand the motivations and why they're so happy. Like, understand what's going on. Get their words and then use that in your scripts. Um, I
Escúchalo en el minuto 28:02
Pausar incrementos de presupuesto ante caídas de rendimiento para permitir la estabilización algorítmica
Canales de adquisiciónAl escalar presupuestos publicitarios gradualmente (por ejemplo, subiendo un 5% cada pocos días), si el rendimiento cae temporalmente, se debe detener el incremento y permitir que el algoritmo de la plataforma se estabilice antes de reanudar el escalado, aprovechando también para capturar la demanda derivada en otros canales como búsqueda.
what do I do in case I'm scaling my budget by 5% every three days in a week, but but at a point performance drops a bit. Hey, let it stabilize and then scale the budget again. You don't need to scale the budget every single day. I fully expect for you to hit 5% a few times over and over and over and then like, oh, things are uncomfortable. Okay, so slow down. Let the machine catch up. If you've scaled that by 5% over and over and over again, then maybe it's time to lift up search. figure out the other things that are going on. You created more opportunity for rest business. Take advantage of…
Escúchalo en el minuto 1:08:24
Enviar todos los eventos de compra de alto valor al algoritmo publicitario
Medición y experimentosNo se debe restringir u ocultar al algoritmo de pauta digital la compra de productos de mayor precio (high-ticket). Registrar todas las transacciones como eventos de conversión alimenta al algoritmo con señales de sentimiento positivo e interacciones valiosas de negocio para optimizar la entrega.
I absolutely would include the higher priced item. There's no reason to not let the machine see that. All of those purchases coming in are going to tell the machine just more positive sentiment around your business. So, I would definitely include that wherever possible. information. Um because the machine is also looking to see do people have positive interactions with your business before and after the transactions and
Escúchalo en el minuto 25:23
Canales de adquisiciónEl retargeting amplio no se define solo por el mensaje creativo sino por el uso de audiencias personalizadas; para crear un recorrido de cliente multietapa efectivo, se deben combinar creativos de parte alta con audiencias personalizadas dentro de una misma campaña para permitir que el algoritmo optimice la distribución del presupuesto.
audiences? Here's the thing. You are not running broad retargeting. You are just running broad with creatives according to a 4PI that sit lower in the funnel. I would probably layer in custom audiences and then make creatives that sit higher in the funnel so that you have a real multi-stage customer journey and throw them all in your one campaign and let that campaign choose between the Broad retargeting is not creative based, it's custom audience-based. Um and more
Escúchalo en el minuto 18:45
Estrategia de testeo creativo en anuncios flexibles: ir a lo ancho y luego a lo profundo
Medición y experimentosAl experimentar con anuncios flexibles (formato 3:2:2), una metodología efectiva consiste en probar primero a lo ancho testeando conceptos completamente distintos para detectar cuál gana, y luego profundizar creando múltiples variaciones del concepto ganador.
a flex ad, a 322, all testing should answer a question. If you're running multiple concepts, I would not run m if you're running if you're running three different concepts in a 322 ad. What you're doing is saying which execution of which concept is best. Okay. Then my next test would be to take that winning concept and do three versions of it in a 322 ad. So, I'm going wide and then I'm going deep.
Escúchalo en el minuto 47:10
Medición y experimentosNo existen estándares absolutos de la industria ni CPMs intrínsecamente buenos o malos; un CPM alto o bajo solo se define en relación con el promedio histórico de la propia cuenta publicitaria y no determina por sí solo la capacidad de escalar la inversión.
high CPM? Um, above or below the average for your ad account. There is no such thing as industry standard. There is no such thing as good or bad. It's lower or higher than the average for your ad account. I've absolutely seen the exact same business have the exact same business model have $8 CPMs and $50 CPMs. And I've seen the $8 CPM never be able to scale. I've seen the $50 CPM spending a h 100,000 a day. Um, there is no relationship. 100% gold. Thank you so
Escúchalo en el minuto 45:47
Medición y experimentosLa consolidación de una cuenta publicitaria al reducir de 86 anuncios a solo 4 dentro de una campaña permitió escalar la inversión de 800 a 8.000 dólares semanales, generando más de 10.000 dólares de beneficio neto por semana con un ROAS de 1,7 y habilitando la capacidad de escalar a más de 100.000 dólares semanales.
brand that did that and went from 800 a week to 8,000 and I think the rorowaz went from like a 2.19 to like a 1.7 or something like that. But they went to a space where they were making over $10,000 profit a week on that one campaign and went from, I think, 86 ads down to four. And that one campaign is now going to be spending over $100,000 a
Escúchalo en el minuto 16:27
Canales de adquisiciónLos prospectos en plataformas sociales (como Facebook e Instagram) tienen menor intención de compra inmediata en comparación con quienes buscan activamente en Google. En lugar de evaluar cada canal por separado, se deben usar los anuncios en redes sociales para generar notoriedad e interés, logrando que los usuarios luego busquen y conviertan de forma cualificada en Google.
and the leads are mid. Well, because Google people are looking for you. They already know what they want. Leads on Facebook, they might not know. And it's also really easy to give a lead on Facebook. The level of intent is so much lower. That's why the price should also be less. My goal for you, Jesus, would be, what do I need to do on Facebook so that I get more of those great Google leads. amplify a full funnel. Remember, your funnel doesn't just exist on Facebook. What could I do on Facebook and Instagram to get more people on Google to give me their lead versus somebody That that's a uh…
Escúchalo en el minuto 35:27
La distribución de gasto en Meta Ads refleja la confianza algorítmica en la creatividad
Medición y experimentosEn Meta Ads, el nivel de gasto asignado a un anuncio indica la confianza del algoritmo en su capacidad para retener usuarios, generar clics y detonar conversiones en el sitio; una caída en el gasto señala que el creativo ha dejado de capturar la atención del público.
with the very first metric. It's spend. Where Meta puts your money. Spend isn't just your budget. It's meta saying this ad is doing a good job. But but you have to understand what that means. When Meta spends more on an ad, [snorts] it's because people like that ad. They're watching, they're clicking, they're having fun. Maybe after they click, they spend time on your site and buy fire a bunch of pixels. If spend goes down, that ad isn't keeping people's attention tell me? Right? Spend shows which ad the machine believes in for its business objective. Right? you're in a business
Escúchalo en el minuto 2:46
Medición y experimentosLa frecuencia publicitaria debe medirse a nivel diario y no en ventanas mensuales o agregadas, ya que periodos largos distorsionan la percepción de saturación (por ejemplo, una frecuencia de 4 en un mes equivale a una sola exposición por semana).
here's the thing. It's about time. 4.01 01 frequency over a month means somebody saw that the average person saw that ad once a week. That's how you reach a 4.01 frequency. Frequency should only be measured by day. When you measure it over periods of time, you're you're missing the plot. Uh
Escúchalo en el minuto 52:54
Validación de calidad de leads correlacionada con el anuncio de origen
Medición y experimentosPara diagnosticar si una caída de ventas se debe al equipo comercial o a la calidad del tráfico, se debe mapear qué anuncios específicos generan prospectos que asisten y compran frente a los que no responden, retroalimentando la pauta hacia los creativos que atraen al comprador ideal.
go through your sales, go through your leads and understand who are the people that don't answer, who are the people that show up. Uh do a lead quality validation and then understand the ads that bring you high quality leads and lowquality leads. Focus on that and then your team will always do better. How can we find
Escúchalo en el minuto 58:01
La concentración desigual del gasto entre anuncios es normal en algoritmos CBO
Canales de adquisiciónQue una campaña publicitaria concentre la mayor parte del presupuesto en unos pocos anuncios no es un problema en sí mismo; si el rendimiento no es rentable, la solución es apagar los anuncios ineficientes que acaparan gasto en lugar de forzar una distribución pareja.
Hasham, is that uh the majority of your budget goes to a few ads. And based on your feedback here, I think you're under the impression that that's a bad thing. I'd be under the impression that it's not. If all of my spend goes to a few ads and my performance isn't good, well, turn off the ads that are getting a number of ads. I would use CBO. I would have one campaign uh for your business
Escúchalo en el minuto 29:18
Concentrar la publicidad en un solo producto y oferta antes de diversificar
Oferta y precioEn lugar de promocionar múltiples productos a la vez de forma mediocre, es preferible concentrar todo el esfuerzo y presupuesto publicitario en un solo producto y oferta hasta alcanzar niveles altos de inversión diaria.
you're running ads of multiple products, I probably would start to cut back on the number of products that I'm promoting because you shouldn't be promoting, in a perfect world, you're promoting one product. You're promoting one offer. Like, you you will get to the point where maybe you need two or three. And when you get to that three, five, 10, $20,000 a day, But odds are um most people struggle because they try to do too many things and they do all of it poorly. Um do you
Escúchalo en el minuto 47:56
El riesgo de optimizar creativos solo por hook rate y hold rate
Mensaje y copywritingOptimizar creativos exclusivamente para métricas de consumo inicial como hook rate y hold rate no garantiza intención ni sentimiento de compra; puede atraer volumen de baja calidad y encarecer el costo total del embudo.
that? Um, I don't care about a hook rate or hold rate. I mean, if I'm trying to specifically optimize for reaching a lower quality audience for a cheaper price to scale my but hook and hold rate has nothing to do with sentiment. these things can help you get more attention, but if it gets you the wrong kind of attention, it can make everything more expensive.
Escúchalo en el minuto 26:53
Canales de adquisiciónCambiar creativos constantemente impide que el algoritmo de la plataforma publicitaria supere la fase de aprendizaje, elevando progresivamente los CPMs y el CAC. Además, perseguir CPMs baratos en periodos de baja estacionalidad suele atraer clientes de baja calidad que perjudican la rentabilidad futura del negocio.
constantly changing your ads in and out and in and out, the machine is never going to be able to get past that. So, your CPMs will always rise, your CAC will always rise, and you always play tremendously cheap CPMs. You're going to buy up all the worst quality customers that you possibly can and then struggle like hell in the summer because all of your stuff went up because you didn't plan for having the highest quality customers. You didn't build with the
Escúchalo en el minuto 10:07
El valor de vida del cliente (LTV) depende del cliente captado y no solo de la oferta
Retención y relación con el clienteEl incremento en el valor de vida del cliente (LTV) y la rentabilidad de las recompras dependen tanto del diseño de la oferta como de captar desde los anuncios al perfil de cliente correcto con disposición a volver a comprar.
talking about how uh the first sale is the least profitable and every sale after that is more valuable. Um, and honestly this is done through offer construction and through customer "Well, LTV always comes from the offer." And and while that's true, it also comes from the customer, you might have the world's best LTV, but it your ads appeal to somebody who will never take advantage of it. For
Escúchalo en el minuto 49:31
Combinar campañas de generación de leads y de conversión en paralelo
Canales de adquisiciónSi el presupuesto lo permite, es recomendable correr campañas de leads junto con campañas de conversión directa. Los anuncios de leads ofrecen mayor volumen de datos a menor coste (aunque con menor cualificación inmediata), lo que ayuda al algoritmo a optimizar y avanzar progresivamente, en lugar de depender únicamente de campañas de conversión directa que suelen ser el canal más caro.
would I'm okay with running leads and conversions side by side objectively. or couldn't do that. I think it's about budget and about what your business you could run both and see what you can do best. The leads is going to be lower quality, more data. Uh, it's going to be higher volume, lower quality, and more data. So, it means you'll be able to you'll be able to make progression more consistently, but you're going to Although, to be fair, I it shocks me when people say, "Well, all I run is conversion ads." Like, okay. So, the only thing you do is the most expensive I think you can run…
Escúchalo en el minuto 20:40
Creación de audiencia tibia orgánica para maximizar anuncios de conversión en captación de leads
Canales de adquisiciónPara optimizar campañas de generación de leads con baja velocidad o presupuestos ajustados, conviene crear contenido orgánico informativo que gane la confianza del cliente al inicio de su proceso de compra, permitiendo que los anuncios de conversión actúen sobre un público precalificado.
Jesus, if can you build a warm audience? Can you just build organic content so that people that would likely take a a lead genen effort on solar would know who you are? Or are you just trying to get the sale? If you can be informative and interesting and like earn people's attention and trust so that you're getting them early in the journey and then your conversion ads are just hitting the people um are already trusting you and getting them over the finish line. That's going
Escúchalo en el minuto 1:01:49
Cambiar de cuenta publicitaria o píxel reinicia el historial y afecta el rendimiento
Medición y experimentosCambiar la cuenta de anuncios o el píxel altera inevitablemente los resultados de las campañas, ya que la cuenta funciona como el contenedor del histórico de datos y el píxel como el conducto del conjunto de datos; reiniciar desde cero elimina todo el aprendizaje previo de la máquina.
you think changing ad accounts or pixels can adjust performance? Absolutely. Um, 100%. Um, the ad account is the folder that all the data exists in and the pixel is the conduit that all that data is the data set. If you start over from scratch, performance will change. Uh,
Escúchalo en el minuto 1:08:07
Uso de conversiones personalizadas para aislar ventas de backend del píxel principal
Medición y experimentosCuando se venden productos complementarios o de mayor valor a través de secuencias de email marketing posteriores, conviene usar conversiones personalizadas basadas en URL o parámetros de la oferta principal, evitando que las compras del backend distorsionen la atribución y la optimización de los anuncios de adquisición.
question of my main offer with its main funnel. I have my main offer with its main funnel and then I sell more of a higher price products by email. Okay. Do those products still have to connect to the pixel? They don't. I don't know why you wouldn't. Um, but they don't have to. I'm not sure if Meta confuses if that confuses Meta or gives better information since I could sell them another week and the purchase event would be counted as a purchase. If you have a main offer, you could do a custom conversion event around the main offer that is purchased where URL or
Escúchalo en el minuto 24:35
La saturación de mercado en plataformas publicitarias rara vez ocurre con presupuestos moderados
Canales de adquisiciónAl escalar anuncios, la percepción de haber alcanzado un techo o saturado la audiencia suele ser errónea, ya que saturar mercados enteros requiere niveles masivos de inversión publicitaria continua que la gran mayoría de anunciantes no alcanza.
with it. When we do know when we when do we know while scaling that we've reached a ceiling? You haven't. As our business everyone can afford or saturation not really a thing. It's not. Um, I've spent a million dollars a day back when CPMs were two bucks. It took me a week to saturate the United States. You're not spending enough. Uh, just
Escúchalo en el minuto 1:07:19
Canales de adquisiciónEl nivel de CPM refleja qué tan alineado está el contenido con el objetivo de retención de Meta: un CPM bajo evidencia que el anuncio atrae a una audiencia amplia, mientras que un CPM alto indica que el contenido no engancha a una masa general y encarece la distribución.
Their business objective is to retain is is the retention of attention for profit. If your ad is a liability to that business objective, you are going going to have higher CPMs, you're going CPMs are high, then that's a signal that the qu the content you have doesn't appeal to a broader audience. If your CPMs are low, that's a signal that a broader audience is interested in what you have to say.
Escúchalo en el minuto 6:25
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