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Facebook Ads in 2026: NEW Secrets, Tips & Strategies
28 ideas de marketing sacadas de «Facebook Ads in 2026: NEW Secrets, Tips & Strategies», de Professor Charley T. Sobre todo de canales de adquisición…
- 28 ideas despiezadas
- Fuente Professor Charley T
- Dura 48 min
- Publicada en 2026
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Canales de adquisiciónCuando los nuevos creativos no reciben gasto algorítmico, la solución no es crear estructuras complejas, sino apagar anuncios que consumen presupuesto por debajo del objetivo de rendimiento y lanzar creativos conceptualmente diferenciados, ya que el algoritmo ignorará variaciones menores que compitan contra ganadores establecidos.
Just turn off the bad ad. The more space you open by turning off bad performers, the more opportunity the new ads will get to spend money. Adding more ads doesn't fix the problem. Removing bad ads and then giving the machine better choices. You have to simplify and then solve problems. And if your new solutions don't get spent, it's either because they're not good enough or because something that isn't good enough is soaking up all the spend. This is the machine protecting you. And often when I see this, it's just because F, G, and H are knockoffs of ad creative A and B. But they're not…
Escúchalo en el minuto 33:07
Canales de adquisiciónLos partnership ads permiten pautar presupuesto publicitario en creatividades en video generadas por creadores e influencers emitidas desde sus perfiles y el de la marca simultáneamente. Esto resuelve la falta de capacidad interna de producción de video, mejora el hook rate gracias al poder de detención de scroll del creador y transfiere confianza mediante prueba social.
Also, bonus points, if you suck at video where you just don't have the capacity or just not your strength, let partners run videos for you. And then you can just run image ads that you make yourself and let them do all the upper funnel prospecting for you. Partnership ads are ads that are run from both your account and a creator's account. So you can hire creators, influencers to produce, usually video ad creative, promoting your products and services. And then when you run them, they will be run from those two accounts, yours and theirs. It's effectively influencer marketing, but not reliant…
Escúchalo en el minuto 26:30
Canales de adquisiciónAl ejecutar anuncios en colaboración (partnership ads), conviene asociarse con creadores de nichos adyacentes o no relacionados en vez de los del mismo sector. Al buscar una superposición de audiencia mínima (un diagrama de Venn con poco cruce), se evita competir con marcas similares por la misma atención y se captan clientes totalmente nuevos que no estaban expuestos a la oferta.
When you're using partnership ads, instead of going for somebody that is in your core audience that just your people are going to absolutely love, because to be fair, you're already talking to them. Instead, find people who look completely different. The single most effective partnership ad I ever ran was for a sneaker company that looked towards a woman who was a DIY at-home, Her audience was never getting our sneaker company ads. But when she wore a pair of sneakers inside of a make-it-your-own, like, found live oak wood table kind of situation, her entire audience got to see these amazing…
Escúchalo en el minuto 25:33
Reducir pujas con reglas de valor en lugar de aplicar restricciones rígidas de segmentación en Meta
Canales de adquisiciónEn lugar de restringir por completo variables como edad o género con filtros duros, utiliza reglas de valor para disminuir la puja (por ejemplo, reducirla un 75%) en los segmentos menos rentables; esto mantiene las ventajas del broad targeting mientras limita el gasto en tráfico indeseado y rescata conversiones residuales a bajo costo.
Now, in best use case, what you're really trying to do here is still let the machine see open targeting, nearly as much as just restricting people who are bad for you. That all being said, sometimes you can get really cheap conversions from these audiences because you're reducing your bid. Instead of restricting all men and anyone under 35 using the age and gender parameters inside of your targeting, You can say, for men, I want you to reduce the bid by 75%, meaning the amount of money that you're willing to spend on showing an ad to a man is 25% of what it is that you're willing to spend to…
Escúchalo en el minuto 0:41
Consolidar prospección y retargeting en estructuras híbridas en Meta Ads
Canales de adquisiciónEs preferible no separar el retargeting en campañas o conjuntos de anuncios independientes frente al público frío. El algoritmo de Meta distribuye internamente el presupuesto entre audiencias frías, comprometidas y clientes existentes casi con la misma proporción, haciendo que la segmentación manual en carriles separados sea ineficiente y redundante.
Strategy number six is to not use a separate retargeting campaign or even a separate retargeting ad set. This is absolutely true. If they're trying to segment out different users in different places, they're completely missing the point. The machine is smarter than you. Instead, we like to combine the two and run a hybrid. So your ads are being delivered to a combination of warm and cold audiences. Because no matter how you set up your targeting, it is very likely that Meta is going to target a mixture of cold and warm audiences anyway. And one of the reasons is so that you can go down into…
Escúchalo en el minuto 38:11
Canales de adquisiciónLanzar una gran cantidad de anuncios simultáneos en campañas de conversión diluye el presupuesto de aprendizaje del algoritmo y canibaliza las audiencias más tibias del fondo del embudo, creando una falsa fatiga de anuncios; es preferible probar volumen en orgánico o campañas de interacción y mantener pocas variables en conversión.
The truth is more ads isn't necessarily a good thing. Remember, every new ad that you launch is essentially a new employee that you have to train, but you don't have unlimited training resources. So if you're spending $100 a day across five ads, theoretically, every ad is getting more or less $20 worth of training in a perfectly balanced world. If you have 100 ads, each ad is getting $1 worth of training. And in reality, one ad is probably getting $80 and everything else is getting nothing. And the more new ads you launch, they're all being launched at the bottom of the funnel against the…
Escúchalo en el minuto 12:36
Canales de adquisiciónLanzar una gran cantidad de anuncios simultáneos en campañas de conversión diluye el presupuesto de aprendizaje del algoritmo y canibaliza las audiencias más tibias del fondo del embudo, creando una falsa fatiga de anuncios; es preferible probar volumen en orgánico o campañas de interacción y mantener pocas variables en conversión.
The truth is more ads isn't necessarily a good thing. Remember, every new ad that you launch is essentially a new employee that you have to train, but you don't have unlimited training resources. So if you're spending $100 a day across five ads, theoretically, every ad is getting more or less $20 worth of training in a perfectly balanced world. If you have 100 ads, each ad is getting $1 worth of training. And in reality, one ad is probably getting $80 and everything else is getting nothing. And the more new ads you launch, they're all being launched at the bottom of the funnel against the…
Escúchalo en el minuto 12:36
Consolidar campañas en lugar de separar tráfico frío y retargeting para salir del aprendizaje en Meta
Canales de adquisiciónEvita separar presupuestos en campañas distintas de audiencias frías y retargeting; al consolidar el presupuesto en una sola estructura se concentran las conversiones necesarias (mínimo 50 por semana) para que el algoritmo de Meta supere la fase de aprendizaje y optimice la entrega sin fragmentar datos.
So if the two different campaigns or two different ad sets, one warm, one cold, are going to be the same from a distribution standpoint anyway, you might as well combine them so that you don't have fragmented data. We consolidate that data. One ad campaign producing 50 conversions a week is much better than two ad campaigns producing 25 conversions a week because getting out of the learning phase, you're not being caught in learning limited. Meta has more data to optimize. You have more data as the advertiser to be able to assess things and make optimization decisions. So we rarely have…
Escúchalo en el minuto 43:04
Inadecuación de la herramienta nativa de creative testing de Meta para performance marketing
Medición y experimentosLa herramienta de pruebas creativas nativa de Meta está orientada a estudios de sentimiento y notoriedad para grandes marcas con presupuestos sin objetivos directos de retorno, por lo que resulta ineficaz para marketing de respuesta directa al no aislar variables de forma científica ni ofrecer datos predictivos de comportamiento futuro.
I love the creative testing tool, but it is not for performance marketing. I absolutely use this tool, but I'm not doing it for businesses trying to make money. I'm using this tool to help brands that are trying to get better at awareness and market saturation. I'm using this tool to help people understand how to raise sentiment. I've used this tool for, like, the Girl Scouts of America and for television corporations and for, like, sneaker companies and video game brands and car companies that are easily happy to spend a thousand or, in some of the businesses, a million with no revenue goal…
Escúchalo en el minuto 30:47
Evitar incrementar pujas en la audiencia principal salvo que el algoritmo la esté infraponderando
Canales de adquisiciónIncrementar la puja en las reglas de valor para tu cliente ideal principal es un error común que solo encarece artificialmente las conversiones; solo debe aumentarse la puja en subgrupos altamente rentables (con CPA por debajo del objetivo) a los que el algoritmo de entrega no les esté asignando suficiente presupuesto orgánico.
Where people get this wrong is they say, I want women over the age of 35, so I'm willing to increase my bid against that audience. That is where things go horribly wrong, because you're basically saying, this is my ideal customer, I'm willing to make less money on them. It's not restricting bad delivery, it's just letting good delivery be more expensive. The only situation where I'm willing to raise the bid is if I know there's a small group of individuals who are very valuable, but I'm just not showing my ads to them. Let's say my target cost is $50, and women over the age of 54 are coming…
Escúchalo en el minuto 2:00
Definición de audiencias en la configuración de Meta como lente de reporte
Medición y experimentosDefinir listas de clientes y audiencias de interacción en la configuración de la cuenta de Meta Ads no altera la entrega del algoritmo ni dirige la pauta, sino que actúa exclusivamente como una lente de reporte para desglosar el gasto, los costos de adquisición y las compras entre audiencias frías, templadas y existentes.
So it's really important to take a few minutes, it doesn't take very long at all, and get, for example, your customer list uploaded to your MetaAd account and then define in advertising settings that audience being existing customers. You want to do the same with your engaged audience, which is going to be people that are warm, really valuable to do because it allows Meta to better allocate budget across cold, warm and hot audience, which is what these three categories are. By the way, Meta is not looking at how you define these audiences. That's not how the machine is deciding who to show an…
Escúchalo en el minuto 10:04
Límite recomendado de creativos dinámicos por campaña en Meta
Canales de adquisiciónMantener entre 5 y 8 anuncios dinámicos tipo 3:2:2 por campaña suele ser el límite óptimo para presupuestos moderados, evitando saturar el algoritmo de Meta con millones de permutaciones innecesarias que dificultan la estabilidad del rendimiento.
The more ads you run, the more difficult that gets. But if you have a dozen ads, that number begins to sit in the hundreds of millions. So, yes, make more creative. But by the time you have five to eight 322 ads in your account, you are maxed for that campaign. So, unless you're spending thousands a day, odds are you don't need more than that to just continue to have a stable result that allows you to improve your business model, get more people to buy a second time, improve conversion rate and AOV, so that you can just spend more money on the ads you already have.
Escúchalo en el minuto 15:06
Crear versiones estáticas a partir de los videos publicitarios ganadores
Canales de adquisiciónDesarrollar variaciones en formato de imagen estática derivadas de los videos de mejor rendimiento acelera la producción creativa y refuerza el recuerdo publicitario del usuario combinando múltiples formatos en su recorrido de compra.
Well, firstly, embrace different formats. Doesn't all have to be video. Video is the best performing ad format for most advertisers. But we want to make sure we've got a range of formats live at any one time. But also, it's much quicker and easier to create lots of, say, image variations than it is to create lots of extra videos. I always recommend make image variations of your best performing videos. Because images will follow people around so they see the video, it's in their brain, and then you have statics. Flo from Progressive is on the TV commercial, but she's also on the billboard.
Escúchalo en el minuto 23:32
Uso de ofertas 'tripwire' o autoliquidables para escalar la adquisición y asegurar el LTV
Oferta y precioOfrecer una muestra económica (tripwire o self-liquidating offer) permite adquirir clientes reduciendo el coste inicial de venta; si se conoce la tasa de conversión a compras posteriores de mayor valor (high ticket o packs), se puede optimizar el embudo sobre el valor fraccional del cliente a largo plazo.
The $19 sampler versus a $70 bag of shake, it allowed us to get the product into somebody's hands. Now we understood that roughly 20% of the people that took the $19 sampler bought again. Now we have a 20% chance of your next purchase being in excess of $130, meaning the AOV of the first and the second sale is $150. If you understand the conversion rate from your tripwire offer or your lead magnet or your self-liquidating offer into your high ticket or full-priced thing, then you can optimize for the fractional full value. This is how every self-liquidating offer works. And this is absolutely…
Escúchalo en el minuto 45:22
Canales de adquisiciónAl configurar reglas de valor de audiencia en Meta Ads, no se debe incrementar la puja por los segmentos de mayor valor (lo que encarece innecesariamente la subasta), sino reducir la puja y el presupuesto en los segmentos de menor valor para eliminar el desperdicio publicitario.
What he should have done is taken everybody under 35 and reduced the bid. Instead of making your best audience worse, make your worst audience something you just spend less on. You're removing waste, not trying to create more inefficiency. You don't want to pay more for those valuable people. You just want to spend less on the lower value people.
Escúchalo en el minuto 5:07
Riesgo de atraer clientes de baja recompra al forzar volumen de creativos
Retención y relación con el clienteEscalar lanzando creativos completamente dispares para captar ventas iniciales baratas suele atraer perfiles de clientes desalineados con el resto del negocio (email, CRO y oferta), disminuyendo drásticamente la tasa de recompra y el valor de vida del cliente.
Every new ad that you launch brings a new type of person into your store. Every decision you've made in your store is based on the kind of people you've already gotten. So, if you bring in a completely new person, every decision you made on email, on search, on CRO, on pricing, on everything, gets completely thrown out the window. You're likely to get some cheap win from some random person that wants to buy now, but it's almost assuredly a customer who's far less likely to ever buy again. The more you scale the volume of creative to get a cheap win, the more reliant on the first sale you're…
Escúchalo en el minuto 17:07
Utilizar partnership ads para descubrir nuevos ángulos y propuestas de valor
Mensaje y copywritingPermitir que creadores externos interpreten el producto en anuncios en colaboración (partnership ads o whitelabeling) ayuda a descubrir propuestas de valor, ganchos y ángulos de comunicación imprevistos por el equipo interno de la marca.
Strategy number four is to use partnership ads. First, it allows other people to do your messaging for you. It's incredibly interesting to see how other folks interpret your product, service, and offers. So many times I've used partnerships where I've said, hey, this is the product. Tell me what you think. I get other people looking at the product in a completely different way than we thought about it. We get people finding value in the service and things that we never even imagined.
Escúchalo en el minuto 24:30
Canales de adquisiciónIntroducir una cantidad excesiva de anuncios en un conjunto publicitario diluye el presupuesto y los datos, impidiendo que el algoritmo de Meta acumule suficiente volumen estadístico para identificar qué creatividades funcionan y cuál es la secuencia óptima para convertir.
Yes, because none of them actually get to the point where they're reliable. He's saying the more ads you have, the harder it is for anything to fatigue. What he's actually saying is the more ads you have, the harder it is for anything to be reliable enough to even be trusted that could have fatigue forced upon it. Although the more ads you have, the longer it will take for the machine to understand what that looks like. And if it hasn't figured it out, but you just then throw in another 20 ads, it'll never actually solve the problem. You're never going to actually let the machine do what…
Escúchalo en el minuto 21:25
Canales de adquisiciónIntroducir una cantidad excesiva de anuncios en un conjunto publicitario diluye el presupuesto y los datos, impidiendo que el algoritmo de Meta acumule suficiente volumen estadístico para identificar qué creatividades funcionan y cuál es la secuencia óptima para convertir.
Yes, because none of them actually get to the point where they're reliable. He's saying the more ads you have, the harder it is for anything to fatigue. What he's actually saying is the more ads you have, the harder it is for anything to be reliable enough to even be trusted that could have fatigue forced upon it. Although the more ads you have, the longer it will take for the machine to understand what that looks like. And if it hasn't figured it out, but you just then throw in another 20 ads, it'll never actually solve the problem. You're never going to actually let the machine do what…
Escúchalo en el minuto 21:25
Oferta y precioCuando el producto principal es costoso o tiene un ciclo de venta largo, optimizar la adquisición inicial mediante un producto económico (tripwire/self-liquidating offer) o un lead magnet monetizable permite alimentar al algoritmo publicitario con suficiente volumen de conversiones para optimizar y escalar rentablemente.
Strategy number seven is to focus your initial acquisition on free slash inexpensive products or services. This is Tripwire offer. This is self-liquidating offers. What really matters here is that if you don't have enough data to get out of the learning phase, you don't have enough data for the machine to do its job properly, which means ultimately you're never actually leveraging the machine in the way it was designed to be used. Understand how to get enough data into the machine on something that can be monetized, that has value, and then you can just scale up from there.
Escúchalo en el minuto 43:57
Canales de adquisiciónLa diversidad de anuncios en Meta no debe buscarse saturando un solo conjunto de anuncios con volumen masivo, sino combinando formatos variados (UGC, vídeos demostrativos y estáticos de soporte) que interactúen a lo largo de las múltiples etapas y puntos de contacto del recorrido del comprador.
Andromeda is much better at showing the ads to the right people, which means you don't need as many. Now, if you want more creative diversity, I love it. Make some videos that are UGC or demonstrative or that show you explaining the features and benefits, all of that stuff. And make some statics that reinforce the message of those videos so that you have a funnel. It doesn't care about the volume of creative, of diversity in the ad set. It's within the customer journey, which could be multiple ad sets. It's not about the actual ad. It's about the journey through all of the ads in the order in…
Escúchalo en el minuto 16:08
Oferta y precioLa marca 310 Nutrition escaló sus ingresos de 15 millones a 98 millones de dólares en 20 meses tras introducir un producto de muestra (sampler) de 19 dólares como oferta frontal de adquisición.
An e-commerce example of this that I did was running 310 Nutrition. What got us from $15 million to $98 million in 20 months was the introduction of the $19 sampler.
Escúchalo en el minuto 45:13
Destinar presupuesto a creadores para optimizar la eficiencia global de pauta
Medición y experimentosInvertir una fracción del presupuesto publicitario (como un 10%) en pagar honorarios a creadores resulta rentable si el aumento en la calidad y confianza de la pieza incrementa la eficiencia general de la campaña en una proporción significativamente superior (por ejemplo, un 40%).
Now, of course, it costs money to go out and hire these people. But if you choose right, you are more than likely going to recoup the cost pretty quickly in terms of increased ad efficiency. If you take 10% of your advertising budget, for example, and pay that to creators, but that creator makes your ad campaign 40% more effective, that's a great trade. You should do that every time.
Escúchalo en el minuto 29:45
Métricas de conversión y rentabilidad con muestra de 19 $ y oferta 2x1
Medición y experimentosAl vender una muestra inicial por 19 $, cerca del 20 % de los clientes recompraban un paquete 2+1 gratis por 136 $, elevando el ticket promedio combinado a 150 $ frente a un coste de adquisición de unos 60 $, lo que duplicaba la inversión de forma constante.
The $19 sampler versus a $70 bag of shake, it allowed us to get the product into somebody's hands. Now we understood that roughly 20% of the people that took the $19 sampler bought again. And the AOV of that second purchase, because we would often show people a buy-two-get-one-free offer, why buy one bag for $68? We can get two for $136 and get another one for free, which makes each individual bag cheaper than what you can get at the store if you like the product. Now we have a 20% chance of your next purchase being in excess of $130, meaning the AOV of the first and the second sale is $150…
Escúchalo en el minuto 45:22
Dificultad de escalar en el rango medio de precios frente a los extremos (low-cost o high-ticket)
Oferta y precioEl rango medio de precios es el más difícil de escalar porque concentra a la mayoría de competidores y no deja suficiente margen para costear procesos de venta complejos y personalizados, mientras que los clientes exigen más que un servicio automatizado; por ello, los negocios más exitosos tienden a situarse en los extremos (muy barato/automatizado o high-ticket/alto contacto).
Or go to the other end of the spectrum and go high price point, premium luxury, high ticket, high touch sales process. I think the mid-range is often the hardest, particularly to scale. It's where most of your competitors are, so it's difficult to differentiate just for starters. But if you just think about the economics of it, if you're offering something free or inexpensive, you want that to be as cheap and as operationally efficient for your business as possible. Or you want to go to the other extreme where you can have all the bells and whistles and all the high touch points and the sales…
Escúchalo en el minuto 46:31
Validación algorítmica de nuevos anuncios con audiencias tibias
Canales de adquisiciónLas plataformas publicitarias prueban inicialmente los creativos nuevos mostrándolos a audiencias comprometidas o existentes cuyo comportamiento ya conocen; en consecuencia, lanzar demasiados anuncios nuevos de golpe absorbe presupuesto en audiencias tibias y genera falsos positivos sobre la efectividad del anuncio.
You're likely to show those new ads to engaged audiences because the machine is going to test those ads against warm audiences. That's how audience delivery gets tested. Every piece of content gets shown against a user that the machine thinks they understand how they're going to behave. And based on how those people behave, the machine decides how much to show to other people. going to behave, which means the more ads you launch, the more heavily you're going to be represented in engaged and existing customers. So again, this data is not actionable and often will give you false positives on…
Escúchalo en el minuto 8:59
Optimizar mediante eventos de nuevo cliente en vez de reportes de segmentación pasiva
Medición y experimentosDesglosar la entrega en segmentos de clientes nuevos, comprometidos o existentes aporta datos descriptivos pero no dirige al algoritmo; para enfocar la adquisición en clientes nuevos, se debe configurar y optimizar directamente un evento de conversión de nuevo cliente.
If you want more new customers, you create a new customer conversion event and you optimize towards that based on how many of your purchases are new versus overall purchases. But using the segments isn't going to help you inform the machine how to reach new people. But data that doesn't help you make a smarter decision is completely useless.
Escúchalo en el minuto 7:28
Medición y experimentosLos experimentos publicitarios que aíslan creatividades en audiencias fragmentadas sin solapamiento fallan al evaluar ventas reales, ya que asumen conversiones a un solo impacto; en la práctica, la conversión requiere la combinación sinérgica y la exposición secuencial de múltiples creatividades en el tiempo.
Meta will segment out your audience into five different chunks and make sure they don't overlap so you can... Why don't you want overlap? Like, this is the thing that doesn't make sense. No ad you have will ever convert on one touch. It is what is the best combination of A, B, C, D, and E for each individual user in the right sequence over the right number of days in the right placements to get somebody to take the action. You don't want it to be isolated. You want it to be combined. It's most to be complementary. The data should compound. You don't have the budget to try to make five…
Escúchalo en el minuto 36:57
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