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How to Make a Profit and Scale Facebook Ads
25 ideas de marketing sacadas de «How to Make a Profit and Scale Facebook Ads», de Professor Charley T. Sobre todo de medición y experimentos, canales de…
- 25 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 08 min
- Publicada en 2025
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Medición y experimentosEl ROAS (retorno de la inversión publicitaria) solo mide eficiencia relativa y márgenes, pero no la cantidad de dinero real generada. Para escalar un negocio de forma rentable, la métrica clave es el volumen de beneficio (valor de conversión de compras menos el gasto publicitario) y el valor medio del pedido (AOV), ya que un ROAS alto con poco volumen o bajo ticket medio genera ingresos insignificantes.
completely debunk the concept of roaz here real quick because if you're trying to Brank a profit and scale your ad account you're probably looking at roas $92 this doesn't mean we were actually 15% better or 10x better we were 3x boom now when you begin to look at RAS versus aov and money in the bank actual much the point is this number doesn't mean anything how much money did we actually make is profit now so if we want to get profit volume that is purchase conversion value minus amount spent that actually says what is our total volume of profit how much money that it actually make remember…
Escúchalo en el minuto 5:56
Medición y experimentosPara tomar decisiones reales de negocio al escalar campañas publicitarias, no se debe optimizar por el ROAS inmediato atribuido, sino por el volumen total de beneficio bruto (AOV menos gasto en anuncios) combinado con la tasa de segunda compra (SPR) y el LTV en el tiempo.
understand if you want to make a profit and scale your ads it's not about how profitable the ads are it's about understanding the right questions to ask to understand which product to sell so ads you could say well one's got a row as of 1.5 five has a row as of two clearly you should scale the two but that's not actionable data the actionable data says based on anything when we look at the GPT the gross profit per transaction remember that's aov minus ad because we're not focused on day one we're running businesses we're not tomorrow we're trying to make real money we want to profit and scale…
Escúchalo en el minuto 26:26
Medición y experimentosEscalar la adquisición de pago de forma rentable no depende de optimizar únicamente el ROAS inmediato del día, sino de modelar el flujo de caja del negocio, los tiempos de recompra del cliente y la velocidad con la que se pueden reinvertir los beneficios en generar nuevas ventas.
Prompt the point here is we're now doing customer Journey modeling and having an ad spend based on row as you can say my target row as is a 1 three so at a one five I should raise my money the problem is that's not actually how you scale your at account that's not how you scale a business what we want to do is have a really clear understanding of the cash flow of business so when you're running ads to scale your brand if you want to make a profit you need to begin to understand ads it's not about the margin of profit on today's ad spend because also profit it's one thing to try to just have a…
Escúchalo en el minuto 31:24
Medición y experimentosDistintos anuncios para un mismo producto atraen perfiles de clientes con comportamientos de compra dispares, modificando drásticamente el valor promedio del pedido (AOV). Por tanto, la capacidad de escalar campañas de pago rentablemente no depende solo del ROAS superficial o del producto, sino de los unit economics reales y la calidad del cliente que cada creatividad predispone a comprar.
number if the $90 product had an aov of 123 because of the GPT that that would be the only way that it's a an equal value offer to the 80 so if we just do 123 divid by 90 you would need a row as of 1.3 1.37 at a 90 is the same as 1.5 at an 80 now if you're trying to scale your ad account and you look at a 1.37 you're like oh that's bad but here we show that's actually not money and if you want to drive a profit and scale your Facebook ads it has almost nothing yes the ad is important but the ad itself isn't the thing that makes it better or worse it's the unit economics that come off of the…
Escúchalo en el minuto 41:00
Medición y experimentosDistintos anuncios para un mismo producto atraen perfiles de clientes con comportamientos de compra dispares, modificando drásticamente el valor promedio del pedido (AOV). Por tanto, la capacidad de escalar campañas de pago rentablemente no depende solo del ROAS superficial o del producto, sino de los unit economics reales y la calidad del cliente que cada creatividad predispone a comprar.
number if the $90 product had an aov of 123 because of the GPT that that would be the only way that it's a an equal value offer to the 80 so if we just do 123 divid by 90 you would need a row as of 1.3 1.37 at a 90 is the same as 1.5 at an 80 now if you're trying to scale your ad account and you look at a 1.37 you're like oh that's bad but here we show that's actually not money and if you want to drive a profit and scale your Facebook ads it has almost nothing yes the ad is important but the ad itself isn't the thing that makes it better or worse it's the unit economics that come off of the…
Escúchalo en el minuto 41:00
Medición y experimentosOptimizar campañas publicitarias únicamente para maximizar el ROAS o margen del día 1 suele costar dinero a 30 o 45 días. Adquirir más clientes con un ticket y ROAS inicial menor crea una base superior de compradores que, ante una tasa de recompra recurrente, genera mayor flujo de caja y beneficio total acumulado que pocas ventas de alto ticket.
aov because at some point you you're better off buying a ton of those $20 customers because they're more likely to buy a second time the volume of people are that are going to buy a second time even if they both have the same likelihood is a better opportunity at some point days okay so we have a $20 product with an aov of 30 row as of 1.5 versus a $90 product with an aov of 180 row has a you day one profitability or volume of opportunity for cash point making more money on day one costs you money on day 45
Escúchalo en el minuto 45:36
Las tres tipologías estratégicas de campañas de anuncios para e-commerce
Canales de adquisiciónUna estrategia de paid media en e-commerce debe contemplar tres tipos de campañas diferenciadas según su objetivo de negocio: 1) anuncios de productos con alta probabilidad de recompra futura, 2) campañas orientadas al menor CPA posible para captar volumen masivo de clientes, y 3) anuncios diseñados para maximizar el margen de beneficio bruto en valor absoluto por transacción.
that you should have three types of campaigns at your disposal and I'm not saying you should have them all live you I don't think you should have all three of these campaigns live unless you're spending a lot of money but what you need to understand here is first having ads where you're promoting a product where somebody's likely to buy again second having a uh uh ads that give you the lowest CPA you don't care what somebody buys you're trying to get the most amount of customers and then ads you make the most amount of profit volume per
Escúchalo en el minuto 38:21
Medición y experimentosEl objetivo de la publicidad no debe ser únicamente maximizar el beneficio o el ROAS en la primera transacción, sino adquirir clientes («customer journeys») con alta probabilidad de compra recurrente. Entender la economía unitaria posterior a la primera venta y el volumen de beneficio generado por recompras es lo que permite escalar y sostener el flujo de caja.
is when you begin to look at this stuff what you're buying is customer Journeys what you want is what we have call mailbox money the amount of money you would get just from repeat other what makes one better than the other is understanding the unit economics that happened after the sale that's what really matters here now point is these the numbers actually are way more impactful than new customers the future of that money the future value of that money is very different and if you want to make a profit and scale you need to start setting up your business to have a better cash flow cash flow…
Escúchalo en el minuto 56:07
Medición y experimentosAl optimizar y escalar campañas de pago, priorizar únicamente un costo por adquisición (CPA) bajo es engañoso; debe calcularse el beneficio bruto generado por transacción (AOV menos CPA). Un anuncio con un CPA mayor puede ser sustancialmente más rentable si atrae un ticket promedio más alto, generando más margen neto por venta y requiriendo menor volumen.
to understand GPT how much does it cost to make money and how much is that money worth putting CPA and GPT into context we begin to see that some ads are just a lot better than others at making conversation that's a Raz of 1.5 and a GPT of 40 okay now we have another ad but our our aov on that's like 180 bucks two that's clearly better but your cost per purchase is higher so then the question is well what's the GPT on that it's 90 versus $80 we make $40 profit $90 we make $90 profit if you want to profit and scale your Facebook ads we now have to understand what's the volume
Escúchalo en el minuto 21:09
Cálculo de ganancia bruta por transacción (GPT) en cuentas publicitarias
Medición y experimentosPara evaluar la rentabilidad real en publicidad pagada más allá del ROAS, se debe configurar la métrica de Ganancia Bruta por Transacción (GPT), restando el costo por compra (CPA) al valor promedio de pedido (AOV = valor de conversión / número de compras).
that you need to have first off GPT if GPT okay this is purchases conversion value divided by purchases which gives us our average order value divided by the cost for purchase us I'm sorry Minus cost for purchase not divided what this is telling us is how much money are we making per
Escúchalo en el minuto 1:05
Medición y experimentosPara escalar publicidad de forma rentable no basta con mirar el ROAS inicial; se debe modelar la interacción entre el ticket promedio (AOV) y la tasa de segunda compra. Un producto con mayor AOV y menor tasa de recompra puede generar más beneficio que uno más barato con mayor recurrencia, siempre que el margen bruto por transacción compense la diferencia de volumen.
and this is a 75 okay so we have a $20 product with a $30 aov and a 20% spr versus a $50 product with an aov of 75 still again a 1.5 row as but only 10% again now the $20 product is equal at 50 bucks the GPT isn't enough because of the volume of transactions to say that the $50 offer is better now in that at an $50 product with an $80 aov we can have a 10% second purchase rate we're better off than a $20 product with matter and this is why raising your aov is important this is why customer Journeys are important if you want to profit from your ads under and you want to scale your ads you have…
Escúchalo en el minuto 52:26
Tratar la primera venta en e-commerce como captación de clientes para maximizar el beneficio bruto absoluto
Medición y experimentosLa primera venta de un producto estrella debe abordarse como generación de leads orientada a la recompra. La rentabilidad y la capacidad de escalar pauta publicitaria a largo plazo dependen más del beneficio bruto absoluto por transacción (GPT) y del ciclo de recompras que de métricas superficiales como el ROAS o el ticket medio (AOV) aislados.
is you should be looking at e-commerce as lead gen if your first sale if your hero product is designed to buy a customer that will buy more than than once then you're setting up cash product but because we're looking at GPT and gross profit per transaction we long-term profitability now comes down to repeat purchases and absolute profit percist rather than the aov alone rather than the Raz alone these are equal things but the volume of profit allows us to say the $90 product is going to make a profit and scale our
Escúchalo en el minuto 35:43
Medición y experimentosPara tomar decisiones acertadas de escalado y evaluar la rentabilidad real de los anuncios, conviene analizar las métricas agrupadas por semana en lugar de por día, evitando sobrerreaccionar a las fluctuaciones diarias de ticket promedio y ROAS.
ads within all of this stuff you're going to see that every day is a little bit different as well right we can see cents and if you want to make a profit and scale your Facebook ads you have to understand your actual dollars and cents so first off instead of breaking down by day let's break this down by week
Escúchalo en el minuto 10:21
Medición y experimentosAl escalar inversión publicitaria no se debe optimizar únicamente por ROAS o margen porcentual elevado, sino por la ganancia neta en valor absoluto: un margen porcentual bajo sobre un volumen de facturación alto genera considerablemente más dinero real que un margen alto sobre ventas mínimas.
transaction now it's one thing to say well my row as is 10x awesome so you spend a dollar and you made 10 that that's a $9 profit fantastic is that scalable Is that real is 100% profit margin on $100 is 1% profit margin on a million margin isn't money okay we have to hear you say it with me margin isn't money 100% profit margin on 100 bucks is a $100 1% profit margin on a million is $10,000 a 100 bucks is 1% of 10,000 too you need to pay bills margin doesn't pay bills actual money pce bills so when you want to make a profit and scale your understanding how much profit you're actually making…
Escúchalo en el minuto 1:39
Financiar el presupuesto publicitario con el beneficio de clientes recurrentes
Canales de adquisiciónPara escalar el gasto en anuncios de forma rentable y sin comprometer la caja, se debe calcular la ganancia neta generada exclusivamente por compras repetidas («mailbox money») y reinvertir una porción de ese capital directamente en adquisición de nuevos clientes.
what you want is what we have call mailbox money the amount of money you would get just from repeat your ads because what you're going to ultimately do is say how much money am I making from repeat buyers can I use only that money and only a portion of that money on ad spend to grow my ad
Escúchalo en el minuto 56:12
Medición y experimentosOptimizar campañas basándose únicamente en el ROAS del panel de anuncios genera decisiones erróneas debido a las ventanas de atribución: el ingreso atribuido a un día suele provenir de interacciones pasadas y no del presupuesto gastado ese mismo día, rompiendo la relación directa de causa y efecto.
attribution is a concept is complete nonsense you cannot point to anyone ad yesterday isn't necessarily because of your ad spend yesterday your sale tomorrow isn't necessarily because your ads spend bought so when we're looking at RAS we have to understand that it's attributed transactions and AD spend right it's it's a revenue from attributed transactions and AD spend but if we know that those attributed actions aren't necessarily because of that ad spend let's say you're on a 7-Day click one day view you could have clicked on an ad on Tuesday but on Saturday the transaction shows up on…
Escúchalo en el minuto 15:40
Medición y experimentosOptimizar campañas basándose únicamente en el ROAS del panel de anuncios genera decisiones erróneas debido a las ventanas de atribución: el ingreso atribuido a un día suele provenir de interacciones pasadas y no del presupuesto gastado ese mismo día, rompiendo la relación directa de causa y efecto.
attribution is a concept is complete nonsense you cannot point to anyone ad yesterday isn't necessarily because of your ad spend yesterday your sale tomorrow isn't necessarily because your ads spend bought so when we're looking at RAS we have to understand that it's attributed transactions and AD spend right it's it's a revenue from attributed transactions and AD spend but if we know that those attributed actions aren't necessarily because of that ad spend let's say you're on a 7-Day click one day view you could have clicked on an ad on Tuesday but on Saturday the transaction shows up on…
Escúchalo en el minuto 15:40
El ROAS aislado oculta distorsiones por compras atípicas
Medición y experimentosUn pico en el ROAS no siempre refleja una campaña escalable, ya que puede estar inflado por una compra atípica de alto valor (outlier en el ticket promedio); es indispensable contextualizar el dato analizando el ticket promedio y el beneficio bruto por transacción.
and Z but our aovs are not always the different now the aov is different here because people don't always buy what you sell they're sometimes they're buying you promote in this case we had somebody join school and then jumped into the Inner Circle quarterly billing plan so that was $2,500 purchase that came from ad now if I'm just looking at Raz on this thing I'd be like holy we're at 6.95 scale to the moon but we can understand based on the GPT and the aov that based on the gbt alone we can see that this is an outlier like this isn't really working but again Raz isn't
Escúchalo en el minuto 13:01
El rol de la publicidad es amplificar el modelo de negocio y no generar el beneficio en el primer impacto
Canales de adquisiciónLos anuncios no deben juzgarse únicamente por el margen o beneficio inmediato del primer día; su función es amplificar un modelo de negocio donde la primera transacción suele ser la menos rentable y la rentabilidad real se construye mediante la recompra a lo largo del ciclo de vida del cliente.
impactful the purpose of an ad is to amplify a business model it's not to make a profit profit is made because the way your business works and that's the number one thing I your first transaction should be your least profitable and the way you make money is by getting more people to buy from you more than once that's how you make money and then
Escúchalo en el minuto 1:01:00
Estrategia de tres tipos de campañas publicitarias según el objetivo operativo
Canales de adquisiciónUna cuenta publicitaria debe operar con tres tipos de campañas equilibradas según las necesidades del negocio: campañas de rentabilidad en el día uno (para generar flujo de caja inmediato), campañas de volumen de transacciones (para adquirir masa de clientes) y campañas dirigidas a fomentar la recompra recurrente.
it work and the honest truth is you should have one campaign focused on getting repeat buyers or yeah yeah you should have three types of campaigns at your disposal one to get repeat buyers one to get a volume of transactions and the other type of campaign you should be thinking about is when they get the most day one profitability and the honest truth is you're going to have a balance between those as you grow your business what I want you to be thinking
Escúchalo en el minuto 1:03:07
Oferta y precioCuando el CPA en plataformas publicitarias aumenta, se debe priorizar la venta de productos con mayor valor medio de pedido (AOV) para maximizar el beneficio bruto en dólares por transacción, permitiendo absorber costes publicitarios más altos aunque el ROAS sea menor.
until you see the Facebook ad CPA rise your ca starts going up and as your C starts going up you shift from cash flow to profit volume so that as the CPA Rises you're overcoming that issue by selling a higher aov product where your margin may be more or less but your GPT is improving the amount of money you make per transaction gets better even if the Raz is worse and you're making the majority of your money from those buyers that you bought earlier on in that cash flow device they're coming back and buying again and again from you you set up your
Escúchalo en el minuto 1:04:15
ROAS desproporcionadamente altos en anuncios individuales suelen enmascarar canibalización de canales
Medición y experimentosMétricas de ROAS aparentemente extraordinarias en anuncios específicos (como invertir 34 centavos para generar 50 dólares de venta) generalmente indican que el anuncio impactó a usuarios que ya estaban en la lista de email o provenían de otros canales como YouTube, y no que el anuncio generó por sí solo la adquisición.
I've got an ad with like 170 row as or some 147 row as because it cost me 34 cents to make a sale for 50 bucks now in reality that ad was probably not the first ad somebody saw that ad may have been clicked on or shown to somebody who was on the email list or randomly shown to somebody who also signed up because of YouTube so the point is that return on
Escúchalo en el minuto 18:22
Canales de adquisiciónOfrecer un 20% de comisión de afiliados a los miembros de una comunidad de pago crea un incentivo claro de retención y crecimiento: al referir a 5 personas, la membresía del usuario queda efectivamente cubierta al 100% y pasa a ganar dinero.
launched an affiliate program you get 20% for everybody you bring in and uh if you bring in five people basically you never have to pay again you're getting paid to be a group member
Escúchalo en el minuto 5:26
El flywheel del negocio basado en atención y flujo de caja
Estrategia y decisiones de negocioEl crecimiento sostenible de un negocio opera como un volante de inercia (flywheel): captar atención, monetizarla en clientes y flujo de caja futuro, y reinvertir ese capital directamente en captar más atención.
boxes But ultimately business is about acquiring Revenue sorry it's about acquiring customers acquiring attention monetizing it turning that into future cash flow and then investing that future cash flow back into acquiring more attention if you have that flywheel you're GNA make money all right
Escúchalo en el minuto 1:07:49
La dependencia excesiva del marketing para recomprar señala fallas en el producto
Oferta y precioSi un negocio se ve obligado a empujar constantemente campañas de marketing para lograr recompras, el problema suele estar en la calidad del producto o en la experiencia del cliente y no en la falta de canales.
your product should be good enough to people want to buy again if you have to Market to make sales you probably have a product quality and customer Journey
Escúchalo en el minuto 1:06:57
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