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I Spent 30 Days Mastering Facebook Ads and CRUSHED It!
20 ideas de marketing sacadas de «I Spent 30 Days Mastering Facebook Ads and CRUSHED It!», de Professor Charley T. Sobre todo de canales de adquisición y…
- 20 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 03 min
- Publicada en 2025
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Estructuración de un embudo omnicanal repartido entre Meta y Google Ads
Canales de adquisiciónEl recorrido del cliente no debe encasillarse en una sola plataforma: resulta más eficaz utilizar Meta para construir reconocimiento y activar la demanda mostrando problemas y soluciones, mientras se captura la conversión de fondo de embudo en Google Ads (como Performance Max o campañas de búsqueda).
and uh if you so you build your Omni channel uh strategy with a like mid low funel no using like deliver aware awareness of the brand um generating the um conversion because if your brand speaks okay to um solving problems and um showing um results actually you are making brand you are making branding driving conversion okay and then you have for example a strong uh Google ads um for example um performance Max campaign that maybe drive yeah that drives the aners campaign on way they started the the lower funnel anyway I works so it's like there's a funnel but you don't necessarily have to…
Escúchalo en el minuto 22:27
Optimizar el anuncio que consume más presupuesto en vez de pausarlo por un CPA aparente
Canales de adquisiciónNo se debe pausar el anuncio que absorbe la mayor parte del presupuesto a favor de otro con menor CPA si este último solo compite con bajo presupuesto; la clave para escalar es iterar y mejorar el anuncio que el algoritmo elige distribuir.
a lot um see what Facebook where the budget goes if one adet or one ad take the most of budget but maybe maybe it's not it's not the best C you have you have to work there not stop and deliver the other because the other AD has the best CPA only because it plays in a different scenario with different budget find something that it's a acceptable CPA but it takes budget and lots of find something that Facebook wants deliver and with a good CPA you have infinite way to improve that CPA and the CPA and scaling really
Escúchalo en el minuto 48:44
Canales de adquisiciónEn lugar de gestionar complejas estructuras de intereses, exclusiones y retargeting manual, conviene utilizar segmentación abierta (Broad) y permitir que los anuncios diferenciados por mensaje y propuesta de valor hagan el trabajo de segmentación en la plataforma publicitaria, logrando mayor estabilidad y menor coste por adquisición a escala.
because your ad is better appealing towards individuals Facebook will show you're paying a lower price so you're have Broad and I have a couple ads that and now Facebook is doing all the targeting it's doing all the retargeting it's doing it for cheaper and I'm going testing but that adet broad took yeah more budget and it was incredibly more um broad campaign broad power to Facebook according to uh good concept creative strategies of your marketing um marketing value propositions okay unique selling proposition in your actually to leave uh to give Facebook the power to deliver a good message…
Escúchalo en el minuto 35:14
Segmentación amplia basada en los tres dolores principales para mercados medianos
Canales de adquisiciónEn mercados con menor volumen de usuarios (como países europeos frente a EE.UU.), estructurar anuncios de video abordando los tres problemas o dolores principales del cliente y usando segmentación amplia (broad) permite al algoritmo optimizar mejor la entrega, reducir drásticamente los CPMs y sostener campañas estables por más tiempo.
product they they understand Facebook is shows um a a solution add to a person uh and if you and if you work with broad problem is that if you work in America okay in America you have like 200 Italy we have 30 30 million so is low lower people so create broader um broader ad because I need more um reliable results so I need years ago so uh we build this a video ad according to three uh three best the three highest problem three pain points were fantastic results about CPM for example and in Italy actually the CPM your CPM decreases more than
Escúchalo en el minuto 30:30
Canales de adquisiciónLa optimización en Meta Ads ya no depende de microgestionar audiencias y pujas técnicas, sino de traducir los objetivos de negocio en creativos con el mensaje adecuado para la audiencia deseada, otorgando al algoritmo libertad para distribuir el presupuesto por mérito.
work on the audience to work on the bid to work on the little technicism no and in these days I think that these things are can give you maybe the 20 the 10 20% Paradigm is changed I think that using to let Facebook do what Facebook wants according to your business goals so business goal translate them to uh marketing objective marketing goals and deliver the right message okay for the Right audience across the Facebook for the Right audience in your ad and um give fa give Facebook the freedom to spend where it wants and uh uh use um phrases ever was spending is meritocracy
Escúchalo en el minuto 5:33
Escalado de presupuesto de 200 € a 4.000 € diarios mediante segmentación broad en Meta Ads
Canales de adquisiciónReemplazar la segmentación basada en intereses (limitada a 200 €/día) por audiencias amplias (broad) estructuradas con Dynamic Creative Testing (DCT) permitió escalar el presupuesto hasta 2.000 €/día por ad set y 4.000 €/día a nivel de campaña manteniendo el mismo CPA en generación de leads.
especially for a lead generation client to scale immediately more the budget according to a CPA and for example the the things that I made is uh going broad so Al broad but um segmenting the segmenting the message between um using different angles different concepts in a DCT as you as you teach uh in different Broad adset and I interest groups I had a in in interest groups um with interest very very connected to that um to that business I wasn't able to go more than um 200 per day uh and with broad audience I was almost more than 2,000 same CPA but volume so for my that almost 2,000 and in…
Escúchalo en el minuto 18:28
Canales de adquisiciónEn lugar de centrarse en microoptimizaciones tácticas como pujas o intereses específicos —que son vulnerables a competidores con mayor presupuesto—, la adquisición en paid media debe enfocarse en testear ángulos, mensajes y conceptos creativos de alto nivel sobre audiencias amplias (broad), permitiendo que la propia creatividad realice la segmentación del mercado.
single ad and not about the high level messaging high level angle high level bid but we can't control the oceans so actually focusing on the single bid is put more budget and have a stronger beid and your uh your um your performance goes down if you if you focus with the hypothesis and testing on concept according to with using a broad audience were creating broad audience okay like thing um to use to Target was the the creativity okay and any way the concept behind that it and it's the same thing 20% you are focusing on the 20% that deliver the 80% of the things so
Escúchalo en el minuto 50:18
Canales de adquisiciónEn plataformas como Meta, la máxima eficiencia algorítmica se alcanza delegando la segmentación a la plataforma mediante audiencias amplias ('broad') y enfocando el control en diseñar creatividades estratégicas con mensajes claros de resolución de problemas, en lugar de recurrir a contenido puramente de marca.
you don't think that go broad so leave the platform do what he wants it's the better choice but if you leave if you leave the platform do what it wants with a good message so you deliver but I decide what it's the best choice to deliver I think is the perfect match no to be the essence of the estimated action rate no is something that to produce creative in a strategical way concept content not for advertising but more for like um blog or branded content not um structured for business objective so this thing this thing is
Escúchalo en el minuto 20:09
La micro-optimización de audiencias e intereses en Meta Ads genera volatilidad y dependencia operativa
Canales de adquisiciónTratar la optimización de Facebook Ads mediante la micro-segmentación continua de audiencias, intereses y ajustes manuales de puja funciona como 'day trading': entrega ganadores efímeros que dejan de funcionar en semanas, crea una dependencia operativa crítica del especialista y descuida el verdadero motor del rendimiento, que es el mensaje publicitario y la creatividad.
focusing on testing audiences actually efficient way no so I I was testing for example different audiences focusing not so much on the me on the message uh also not focusing on what people want to see ad set with different uh um CPAs like as after one week um maybe yeah I had a winner but then after another week or some or two weeks it was completely yeah broad wasn't a good idea and like you were supposed to use interest groups was like day trading like it was a real that also means if you want to go on holiday uh well the business goes out of like the company goes out of business know…
Escúchalo en el minuto 10:49
Medición y experimentosEs más eficiente organizar un roadmap de pruebas que priorice hipótesis según simplicidad de ejecución e impacto potencial, en lugar de obsesionarse con ajustes técnicos como exclusiones o estructuras complejas de segmentación.
things focusing on the testing root map these things can H uh the testing Road per permites you to to think and to is more simple to action okay to the you um it teach you how to prioritize your uh your hypothesis and your actions according to your goals and to your to to uh not work less but work in a in exclusions for me for example the the technicism that is not so it's not marketing this the the user want to see something that is is great for him okay and so I have method to test my hypothesis to validate
Escúchalo en el minuto 45:57
Canales de adquisiciónLa publicidad en Facebook funciona como un pre-encuadre mental que educa al consumidor sobre la diferenciación del producto y sus puntos de dolor, lo que a su vez eleva la tasa de conversión y reduce el CPA cuando el usuario busca y compra más adelante en canales como Google Shopping.
we in we were increasing the conversion rate of shopping campaign without that type of ad it wasn't impossible no because on shopping campaign if you were pushing more our CPA was Drive was um going very very uh higher so actually this teaches us that Facebook with that um uh with that type of message according to a specific concept um connected to a specific um pain points no desire okay um it um how you say that communication open your mind okay open the mind of the the customer and then the customer when it searches on Google it's more um it's it's sort of preframe that permits you to…
Escúchalo en el minuto 25:07
Canales de adquisiciónEn lugar de restringir las campañas mediante microsegmentación de intereses técnicos, se debe usar segmentación amplia (Broad) y permitir que los diferentes ángulos creativos y mensajes en Dynamic Creative Testing (DCT) atraigan y califiquen a los distintos segmentos de la audiencia.
yeah go go broader no I think that your uh yeah your um your payoff is go broad no go broad not only audience but also think broader also in your message no structure your message with Concept in different ways to deliver broader people the things that I made is uh going broad so Al broad but um segmenting the segmenting the message between um using different angles different concepts in a DCT as you as you teach uh in different Broad adset and I
Escúchalo en el minuto 17:08
Canales de adquisiciónEn lugar de restringir las campañas mediante microsegmentación de intereses técnicos, se debe usar segmentación amplia (Broad) y permitir que los diferentes ángulos creativos y mensajes en Dynamic Creative Testing (DCT) atraigan y califiquen a los distintos segmentos de la audiencia.
yeah go go broader no I think that your uh yeah your um your payoff is go broad no go broad not only audience but also think broader also in your message no structure your message with Concept in different ways to deliver broader people the things that I made is uh going broad so Al broad but um segmenting the segmenting the message between um using different angles different concepts in a DCT as you as you teach uh in different Broad adset and I
Escúchalo en el minuto 17:08
La reducción de CPM reduce la exigencia de perfección en el mensaje inicial
Medición y experimentosCuando una creatividad tiene un atractivo lo bastante amplio como para que la plataforma reduzca el coste por mil impresiones (CPM) y multiplique el alcance por el mismo presupuesto, el anuncio inicial no necesita ser perfecto; el margen económico generado permite testear el doble o triple de mensajes y apoyarse en la página de aterrizaje y los siguientes puntos de contacto para cerrar la conversión.
your CPM decreases more than 100% you can also um more relaxed so you can test more so I it's about getting giving the platform more of the type of content that it wants to see yeah so that it doesn't have to be as good right like if you can if you can cut your cost of advertising if you can reach twice as many people for the same price you don't have to be nearly as good with that message and you can try twice as many three times as it doesn't have to be nearly as good of an ad because it's appeal you're reaching three four five times as many people and then you're using all of the other…
Escúchalo en el minuto 32:54
Eliminar exclusiones de leads pasados reduce el CPM y maximiza nuevos registros
Canales de adquisiciónNo excluir bases de datos de leads previos en campañas de captación puede reducir el CPM hasta la mitad y aumentar el volumen total de nuevos registros en el backend, compensando con creces la duplicidad ocasional frente a las restricciones técnicas de entrega de las audiencias hipersegmentadas.
I saw for example that also not excluding all lead anyway the percentage of new lead in the back end so people for the first time sign up to my to my mailing list was higher than excluding the uh all past lead because because the CPM was half okay we had a
Escúchalo en el minuto 38:18
Medición y experimentosDeclarar un anuncio como 'ganador' y escalarlo basándose en solo 2 a 4 conversiones baratas en una campaña de test es una práctica inestable; un volumen tan bajo no sale de la fase de aprendizaje y no predice el rendimiento a mayor presupuesto.
pool quality data for example you don't have enough conversion you don't uh have two conversions not out of the learning phase in your test campaign so it's something that is completely unstable Facebook says that uh there's no guarantee that another campaign start that uh you maybe if your ad takes two or four conversions Okay purchase conversion or lead conversion with good CPA is foolish thinking that if I put okay the test is over is is completed I can scale it right yeah the idea of a testing campaign and a scaling campaign and and well it got three sales really just doesn't make any…
Escúchalo en el minuto 8:22
Medición y experimentosDeclarar un anuncio como 'ganador' y escalarlo basándose en solo 2 a 4 conversiones baratas en una campaña de test es una práctica inestable; un volumen tan bajo no sale de la fase de aprendizaje y no predice el rendimiento a mayor presupuesto.
pool quality data for example you don't have enough conversion you don't uh have two conversions not out of the learning phase in your test campaign so it's something that is completely unstable Facebook says that uh there's no guarantee that another campaign start that uh you maybe if your ad takes two or four conversions Okay purchase conversion or lead conversion with good CPA is foolish thinking that if I put okay the test is over is is completed I can scale it right yeah the idea of a testing campaign and a scaling campaign and and well it got three sales really just doesn't make any…
Escúchalo en el minuto 8:22
Medición y experimentosTomar decisiones de presupuesto basándose en el último punto de contacto es engañoso, ya que el viaje del cliente suele ser multidispositivo (por ejemplo, descubrimiento en móvil y compra en escritorio) y omite el valor de los canales que iniciaron y prepararon la venta.
like it's not about the thing that's lucky enough to be the last touch point in this customer Journey right it's part where attribution doesn't really even matter because it's not a thing it's not real right and like something that I love to touch in on is that like attribution is sort of this like it's a lie like you can't actually make decisions off of that information because it's not realistic right and when you chase that it becomes uh discover a product on a Facebook ads and on smartphone and then probably they buy after on desktop so PC because in way family there is one PC so also…
Escúchalo en el minuto 26:22
Medición y experimentosTomar decisiones de presupuesto basándose en el último punto de contacto es engañoso, ya que el viaje del cliente suele ser multidispositivo (por ejemplo, descubrimiento en móvil y compra en escritorio) y omite el valor de los canales que iniciaron y prepararon la venta.
like it's not about the thing that's lucky enough to be the last touch point in this customer Journey right it's part where attribution doesn't really even matter because it's not a thing it's not real right and like something that I love to touch in on is that like attribution is sort of this like it's a lie like you can't actually make decisions off of that information because it's not realistic right and when you chase that it becomes uh discover a product on a Facebook ads and on smartphone and then probably they buy after on desktop so PC because in way family there is one PC so also…
Escúchalo en el minuto 26:22
Medición y experimentosEstructurar un plan de experimentación a 90 días alineado con una métrica guía (North Star) y el recorrido del cliente permite superar la microgestión reactiva día a día en plataformas de anuncios, enfocando los esfuerzos en hipótesis accionables de mayor impacto a medio plazo.
now for you that you're not managing Facebook 24 hours a day that you're able to see Facebook and how it fits into the grand scheme of things in that vertical funnel in that horizontal customer Journey where you've got that testing road map so you know what the next week the next month the next two three months looks like that that 90day plan of understanding like this is my North Star and this is how I'm going to get there now explain the the testing road map the 90day plan actually um permits permites you to focus on on the best um on the best actionable
Escúchalo en el minuto 42:01
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