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Master Catalog Ads: Strategies for All Levels
22 ideas de marketing sacadas de «Master Catalog Ads: Strategies for All Levels», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 22 ideas despiezadas
- Fuente Professor Charley T
- Dura 42 min
- Publicada en 2025
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Segmentación estratégica de catálogos DPA por objetivos comerciales
Canales de adquisiciónEn lugar de pautar todo el inventario en un único catálogo dinámico, se deben crear conjuntos de productos específicos según objetivos de negocio: un catálogo de 'Best Sellers' (artículos con conversión superior a la media), un catálogo de 'Alto Ticket' (productos con precio superior al AOV promedio para subir la cesta) y catálogos de liquidación de inventario para rotar stock estacional estancado.
And I can then either optimize out the items that don't work or what I could do is I could find, hey, these are some of my landing pages that convert really, really well. What if I made a catalog that was just those best-performing products, the products that have a really high conversion rate? Say my average product has a 1% conversion rate but some are at a 4 and some are at, like, 0.5 or something like that. Like, why don't I drive traffic to all of the things that are at 2 or above? And then I've got a couple dozen products that are my highest converting ones. Why not spend my money…
Escúchalo en el minuto 16:43
Evaluar la rentabilidad neta por transacción en lugar de métricas superficiales de ROAS
Medición y experimentosEn lugar de optimizar solo por ROAS o CPA, calcula el beneficio neto por transacción restando el CPA al valor promedio del pedido (AOV); esto ayuda a identificar si productos de menor precio entregan el mismo margen absoluto pero facilitan un volumen mucho mayor de adquisición de clientes.
And, like, then you can really get into the play of, like, instead of looking at ROAS or AOV or CPA, you can take average order value minus CPA to see your margin – your profit volume per transaction. And you can understand, well, if my item that I sell for 10 bucks, I make $30 on it. And the item I sell for 80 bucks, I make $30 on it. Why am I selling anything for 80 when I can get eight times as many customers? And now you can start pushing multipliers on volume of profit and, like, you can do some really fun stuff.
Escúchalo en el minuto 29:31
Exclusión automática de productos sin stock en anuncios dinámicos
Canales de adquisiciónImplementa reglas automatizadas para pausar o excluir del catálogo publicitario cualquier producto agotado; continuar promocionando artículos fuera de inventario empeora la experiencia de usuario, eleva el CPA y CPM de toda la cuenta y deteriora la calificación de calidad otorgada por el algoritmo publicitario.
Like you should have a rule that you can't have a DPA ad show an item that is out of stock. And when that hero product sells out, like that beautiful piece of creative is fucked. And then I'll see those same brands where like that product will eat up 30, 40 percent of their DPA ad spend. And then as soon as it sells out, well, their DPAs go to shit. And then their CPMs skyrocket. And it's because you're showing people a bunch of things they can't buy. So, the user experiences are terrible. So, not only are your CPAs bad, but now you're reducing the quality of your relationship with Facebook…
Escúchalo en el minuto 23:20
Medición y experimentosIntegrar herramientas de datos de terceros o conversiones offline para disparar un evento personalizado cuando un comprador es un cliente nuevo vs. recurrente; esto permite desglosar y medir el costo real de adquisición de nuevos clientes (nCAC) por ID de producto dentro del catálogo de anuncios dinámicos.
But there's no reason you can't use third party information to do it. So, you can use offline conversion events to say is it a new customer or not. And you can go to our friends at Popsicle or Elevar or anybody else. To pump in purchase new customer as an option. So, now you're going to see new customer acquisition cost by line item product ID inside of your DPA catalog. If it's a new, then it fires a custom conversion event that says new customer. That will show up as a column inside of your Facebook dashboard. So, when you have that breakdown by product ID, you can also have – it will begin…
Escúchalo en el minuto 25:32
Estructurar cuentas publicitarias combinando campañas de producto héroe con anuncios de catálogo
Canales de adquisiciónPara operar cuentas publicitarias de comercio electrónico con bajo mantenimiento y alta escala, conviene separar la estrategia: utilizar campañas específicas con una oferta héroe para captar clientes con alta probabilidad de recompra, y apoyarse en anuncios de catálogo dinámico (DPA) para generar volumen de transacciones y rentabilidad sin sufrir la fatiga creativa del UGC continuo.
Because it's, like, with an account that just churns and burns UGC nonstop, like, that's, like, a really demanding furnace to feed. And then – but with, like, with DPA, like, once you have a setup like this, it doesn't really fatigue. And that's the thing is that the DPA ads don't fatigue as an inherent nature of them. If your one campaign of a hero offer is set up to buy the customers that are most likely to buy a second time, you can use catalog ads to increase the volume of transactions. Or the profitability of transactions. So you don't need your one campaign to do all of the work, which…
Escúchalo en el minuto 30:31
Diferencias estructurales entre campañas manuales y Advantage+ en Meta
Canales de adquisiciónLas campañas manuales de ventas en Meta operan creando intención a escala mediante contenido que gana atención orgánica, logrando menores CPMs y menor frecuencia; en contraste, Advantage+ Shopping compite por usuarios con alta intención de compra inmediata, lo que genera mayor frecuencia, CPMs más altos y un desgaste publicitario más rápido.
So manual sales campaigns show people your content because it's something they want to see. So you're earning attention specifically trying to give somebody a positive user experience. And the better the end user experience, the higher the quality users that you're going to be able to reach for a lower and lower price. Your frequency will be lower. Your CPMs will be lower. And you're just reaching more people to get them interested. That's intent creation at scale. Then you have Advantage Shopping or Advantage Plus Suite which is really designed to show people your content because you're…
Escúchalo en el minuto 3:49
Segmentación de catálogos DPA según objetivos de negocio y tipo de audiencia
Canales de adquisiciónDivide el feed de productos de anuncios dinámicos (DPA) en subcatálogos alineados con metas comerciales en lugar de correr un único feed global: asigna productos de bajo CAC para prospección y adquisición fría, artículos de alto ticket o recurrencia para retención y LTV, y catálogos dedicados para liquidación de inventario.
You can begin to start looking at each product performs a different business function for your business. And my favorite are customer acquisition, high AOV, long money, so LTV products. So, like, your LTV products might work great against a retention audience. Let me make a catalog that's just those things. And then maybe for the prospecting ones, you have a – for your prospecting campaign, you have, like, a category that's just, like, your lowest CAC item. So, that you can pull a lever of, I need to lower CAC. I need to improve LTV. I need to clear dead stock. I've got individual levers for…
Escúchalo en el minuto 20:09
Estructura inicial para catálogo dinámico: DABA y retargeting de 10.000 eventos
Canales de adquisiciónPara comenzar con anuncios dinámicos de producto (DPA) en Meta, estructura una sola campaña con dos conjuntos de anuncios: prospección amplia (DABA) y retargeting con una ventana temporal que sume aproximadamente 10.000 eventos de ViewContent o AddToCart (unos 3.000 a 8.000 usuarios). Si este retargeting no convierte, el fallo no es de la pauta sino de la oferta o la web.
Also, though, I think you need to have what I call like a 10K audience, like a bottom of funnel effort. And what I'm looking for is an audience where I have roughly 10,000 events. So an audience of 10,000 events might be 3,000 to 8,000 people. And if the DPA ad doesn't work there, I usually know that there's a larger issue at play. And if neither of those work, that's a good litmus test as a beginner to be like there's some other issue here. If you can't make that work, there's a not Facebook ad problem. I would have two ad sets within one campaign. One campaign, two ad sets. One ad set is…
Escúchalo en el minuto 10:10
Canales de adquisiciónMeta Ads desglosa el presupuesto invertido por SKU pero no reporta de forma nativa el ROAS o CAC por producto en anuncios dinámicos (DPA); para optimizarlo, se debe extraer el desglose por Product ID y cruzarlo con las tasas de conversión reales de Shopify o landing pages para identificar qué artículos consumen presupuesto sin convertir.
So meta won't show you – so meta will readily show you spend per product. It'll show me a breakdown of, like, you know, which SKUs are getting the most spend. But it won't show me any performance metrics based on SKU. But so it won't readily show me, like, my CAC or ROAS per SKU. So we need to sort of extrapolate and we need to, like, you know, kind of MacGyver some reports together to extrapolate, like, what's really working. I'll go breakdown. I'll hit the breakdown button, which is between columns and reports. And then I'll go down to the bottom of it where it says delivery. And then at…
Escúchalo en el minuto 15:19
Canales de adquisiciónMeta Ads desglosa el presupuesto invertido por SKU pero no reporta de forma nativa el ROAS o CAC por producto en anuncios dinámicos (DPA); para optimizarlo, se debe extraer el desglose por Product ID y cruzarlo con las tasas de conversión reales de Shopify o landing pages para identificar qué artículos consumen presupuesto sin convertir.
So meta won't show you – so meta will readily show you spend per product. It'll show me a breakdown of, like, you know, which SKUs are getting the most spend. But it won't show me any performance metrics based on SKU. But so it won't readily show me, like, my CAC or ROAS per SKU. So we need to sort of extrapolate and we need to, like, you know, kind of MacGyver some reports together to extrapolate, like, what's really working. I'll go breakdown. I'll hit the breakdown button, which is between columns and reports. And then I'll go down to the bottom of it where it says delivery. And then at…
Escúchalo en el minuto 15:19
Jerarquía de optimización en anuncios de catálogo: datos y rentabilidad antes del diseño
Canales de adquisiciónNo se debe invertir tiempo ni recursos en el diseño visual sofisticado de anuncios de catálogo antes de validar que el sistema funciona a nivel básico. Primero se valida la tracción broad y audiencias base, luego se optimizan los conjuntos de productos y métricas unitarias (CAC y LTV por categoría), y finalmente se pule el tratamiento creativo para capturar mejoras incrementales a escala.
And I think that's one of the things that you need to look at creative treatment in your catalogs as that's what I'm going to do when I've dialed in. I've dialed down so I know what my CAC is. I know what my – I can understand CAC by product category. I can understand LTV by product category. I can improve – I've tackled all the business objectives. And what I would say is making the ad better is probably a lower inflection point than what you're advertising. I think that some folks think that the creative treatment is the secret weapon but actually the problem is the business isn't set up to…
Escúchalo en el minuto 35:22
Hacer explícitas las ofertas en la creatividad del catálogo para reducir el CPM
Canales de adquisiciónEn campañas de catálogo dinámico para marcas con catálogos en rebaja o nuevos lanzamientos, incluir distintivos o mensajes visuales evidentes de oferta dentro de la propia imagen (en lugar de confiar solo en el texto del anuncio) incrementa la interacción, eleva la tasa de acción estimada y reduce los CPMs.
So let's say you create a category for best sellers but then you also want to create a category for things that are on sale. That – how do you know – in the user experience when you see that ad in your feed, how do you know that that item is on sale? Other than like maybe like the tiny little copy that might highlight it. Just like making that obvious in the creative. Like having an on sale catalog, people are like, oh, it's on sale and they're going to go through that entire catalog just to see if the item they like is there. And that's only going to improve your estimated action rate of the…
Escúchalo en el minuto 36:21
Los anuncios dinámicos de prospección capturan demanda en el fondo del embudo de competidores
Canales de adquisiciónEn campañas de anuncios dinámicos para audiencias amplias (DABA), un impacto de prospección para tu marca suele actuar como un anuncio de fondo de embudo para competidores, interceptando a usuarios que abandonaron carritos en otras tiendas y ya tienen intención activa de compra.
So for instance, I used to run the ads for New Balance and we would see that two-thirds of the first impressions that we would see. So if you were – if it was the first impression you saw from us, two-thirds of those were somebody who had abandoned cart with another sneaker company. And so the DPA ad is a way of using all of that metadata from all the websites you've been on as well as all of your offline data. They're using all of that data to be like, look, you're in the market for a pair of red sneakers. Here's another company you haven't been to. I would have it be run in broad, which is…
Escúchalo en el minuto 5:07
Reducir devoluciones y financiar adquisición mediante videos básicos por SKU
ConversiónAñadir videos sencillos que muestren detalles y atributos reales del producto (construcción, vistas traseras) educa mejor al comprador y reduce drásticamente las devoluciones; el margen ahorrado (por ejemplo, bajando del 10% al 5% de retorno) puede reinvertirse directamente en presupuesto de anuncios para captar más clientes.
And so being able to generate a video for your SKUs that like reveals more product information, just like – just basic – you don't need to like do something fancy. Just basic stuff about the product actually goes a really long way in like lowering returns. At the end of the day, you're just having a more excited, more informed consumer. And if you can meet that expectation where somebody is like – everybody else has an image and you've shown a video that shows like, oh, what's the back of the thing look like? Like I now understand that this isn't the same as everything else because like this…
Escúchalo en el minuto 40:16
Curación estratégica de anuncios de catálogo dinámico (DPA) para e-commerce
Canales de adquisiciónLos anuncios de catálogo dinámico permiten mostrar inventarios completos en una sola unidad publicitaria dentro del feed y deben segmentarse según objetivos de negocio específicos (productos más vendidos, captación de nuevos clientes o colecciones de temporada) en lugar de exponer todo el catálogo sin criterio.
And it really lets people see exactly the products that they're looking for as well as shopping around your store without having to go to your website. So you get to see all of the products you're interested in, the sizes, the colors, the variations, the flavors, whatever it happens to be for whatever business it is. And it allows advertisers to be able to sell everything in the store with one ad unit instead of having to make ads for every single product. And it's also customizable, which is great. But you can also select what is eligible for that. So it's like when you get a catalog in the…
Escúchalo en el minuto 1:44
Canales de adquisiciónEn lugar de limitar los anuncios dinámicos de catálogo (DPA) a tomas de producto aisladas sobre fondo plano ('flat lays'), se recomienda incorporar fotografía 'lifestyle' y elementos de propuesta de valor a los feeds de catálogo para generar interrupción de patrón y vender la experiencia de marca directamente en el formato dinámico.
I think it's really interesting because it's a normally boring space. You can introduce concepts of pattern interrupt. And you can also do value props in there. And I think the ability to understand how something better than a flat lay will work. But if you've dialed all that in, why not also take an approach at improving the user experience in a way that captures more attention? Like what if you've taken the effort of actually doing lifestyle shots for like 200 SKUs? Why avoid using that in your catalog ads? And some of my favorite brands like Dandy Del Mar will do that where they do…
Escúchalo en el minuto 33:45
Configuración inicial recomendada para principiantes en anuncios de catálogo
Canales de adquisiciónAl iniciar con anuncios dinámicos de producto (DPA), se debe incluir todo el catálogo de la tienda (run of site) y activarlo hacia audiencias amplias en prospección (DABA), en lugar de restringirlo únicamente a retargeting de visitas previas.
So for beginners, when you're running DPA, I would start off with a run of site. Basically have all of your products available. I would have that be done in two different audiences. I would have it be run in broad, which is DABA. When you open up your DPA ad, it can be prospecting or retarget people because they've been your website. Hit the prospecting.
Escúchalo en el minuto 9:14
Auditoría de gasto por Product ID en DPA cruzada con conversión en tienda
Medición y experimentosPara optimizar un catálogo dinámico maduro, desglosa el rendimiento publicitario por Product ID para detectar qué artículos absorben la mayor parte del presupuesto y cruza esa distribución con las tasas de conversión por página de producto en la plataforma de ecommerce para evitar quemar gasto en productos que no convierten.
So, the next step is I'm going to probably start curating some of my product catalogs. First off, I'm going to go to delivery. In the breakdown section, I'm going to go to delivery and then product ID. But I want to know, like, what products are getting all the spend? What items are showing up most often in my DPA ads? And I want to kind of cross-reference that with, like, the conversion rates of those landing pages. But you can then cross-reference that spend to – in Shopify, there's an easy report that will show sessions by landing page. It's, like, number of sessions and then add to cards…
Escúchalo en el minuto 13:49
ConversiónImplementar videos específicos para cada SKU en las páginas de producto y en formatos de catálogo dinámico reduce sustancialmente la tasa de devoluciones, ya que brinda al comprador una comprensión más precisa del producto antes de completar la compra.
So Meta has recently rolled out Video DPA. A lot of brands haven't because in order to run it, you need to have a video for every SKU. But there's this like – Meta came out with like this – like when they announced Video DPA, they said that when – for e-commerce stores that have a video of the SKU on their product page, the return rates are like substantially lower. So I thought that was really interesting because it's like – it appears that – the thesis is the more you show people about the product, right, the less – the more they are likely to understand it and the less likely they are to…
Escúchalo en el minuto 39:01
Canales de adquisiciónUtiliza etiquetas personalizadas (custom labels) en el feed para excluir del catálogo de anuncios dinámicos los productos de nuevos lanzamientos ('drops') con alta tracción esperada, permitiendo que los canales orgánicos y de email capturen esas ventas sin desperdiciar presupuesto pagado ni distorsionar la atribución.
And also, one other thing for this, too, and this is maybe the last bit of intermediate before we get to advance, is that there are these things in your catalog management feed called custom labels. If it was a drop, then custom label one equals true. And so, we would exclude all items of a drop from the catalog because we know those things are going to sell like hotcakes anyway. So, as soon as it's not part of the latest drop, it becomes eligible for a catalog ad. And now, we're letting the email team and the organic team and the customer service or whatever kill the drops. And we're not…
Escúchalo en el minuto 21:44
Optimizar conjuntos de anuncios hacia eventos específicos de alto valor o categoría
Canales de adquisiciónEn cuentas con alto volumen de conversión (más de 100 eventos diarios por conjunto de anuncios), conviene cambiar el objetivo de optimización de una simple compra genérica hacia eventos personalizados más valiosos, como compradores de una categoría específica o adquisición de clientes nuevos.
And then you can begin to optimize. Instead of having the event that you're optimizing to be a purchase event, it could be new customer. It could be bag buyer. You can optimize for that more valuable customer. So, your pixel event that you're optimizing through the ad set can now meet the business objective. And if you're pushing, like, you need to be doing some serious volume to make sure any of these things work. But, like, if you're getting 100 plus conversion events a day in any ad set, you could probably optimize down to a more valuable data point.
Escúchalo en el minuto 27:44
Los anuncios simples de catálogo convierten mejor en compras visuales de alta intención
ConversiónEn categorías visuales, las creatividades básicas de catálogo (imagen del producto de la PDP, nombre y precio) suelen convertir mejor que vídeos o imágenes muy diseñadas, porque eliminan fricciones cognitivas y facilitan el descubrimiento inmediato al usuario que ya decidió comprar.
So it's like – it's just like the first image on your PDP is what the ad creative is for your catalog ad. Yeah, because the thing is when you have really – some folks put a lot of time and effort into making really engaging videos. But I have to watch the whole video for it to work which – and then some people will – but if I don't want to watch it, then the video is lost on me. Some folks will make really highly designed images that are having features and benefits and all sorts of stuff which works if I'm in that customer journey and you're overcoming my objection. But if I'm in market…
Escúchalo en el minuto 6:54
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