Marketero · Entrevistas
Mastering Meta Ads
22 ideas de marketing sacadas de «Mastering Meta Ads», de Professor Charley T. Sobre todo de canales de adquisición, medición y experimentos y retención y…
- 22 ideas despiezadas
- Fuente Professor Charley T
- Dura 55 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 22 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 22 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Medición del impacto holístico del gasto en medios frente a la atribución tradicional
Medición y experimentosLos modelos de atribución estándar fallan al no registrar el impacto cruzado de la publicidad en otros canales, como el aumento en búsquedas de marca, ingresos por email o la calidad real de los leads para el equipo comercial. Conviene prescindir de la atribución por clics/etiquetas y evaluar el gasto analizando cómo impacta directamente en las métricas globales del negocio.
You need to understand what's happening in your business because of the money spend. That is not possible to attribution. Attribution won't tell you this ad drives more volume of search. This ad drives more revenue from email. This ad drives me higher quality leads or lower quality leads. This ad makes it reporting remove the concept of attribution from the conversation entirely and begin to just look at the impact of the spend on the elements that Once you begin to understand how everything works without looking at who takes credit, but rather what is the impact of the work what is the unit…
Escúchalo en el minuto 40:13
La proliferación de anuncios y campañas genera canibalización interna e inestabilidad
Canales de adquisiciónCada campaña y anuncio adicional en una cuenta publicitaria compite directamente contra los existentes y eleva la incertidumbre presupuestaria. Consolidar el gasto en una estructura simplificada (pocas campañas y anuncios comprobados) genera mayor rentabilidad que lanzar masivamente anuncios para ir apagando los de peor rendimiento.
can I put money so that without launching more ads, without launching more campaigns, without increasing the instability and uncertainty in my account, I can just get to a place where I'm more profitable with every dollar like you don't need seven campaigns when you can do the job with two. You don't need 150 ads, you can do the job with five. Odds are the majority of the money that you're spending it right now is being spent on things that are not the every new ad is a greater investment and uncertainty. Every campaign that you have is competing with every other campaign that you have. There…
Escúchalo en el minuto 20:53
Medición y experimentosLas herramientas de atribución y las métricas aisladas de las plataformas entregan datos incompletos y retroactivos al asignar crédito arbitrariamente; la evaluación publicitaria debe fundamentarse en el impacto incremental sobre el flujo de caja, el volumen de transacciones y el beneficio real reflejado en la cuenta bancaria.
this means you now begin to look at your campaigns by business objective and is the incremental nature of all of understand how each one of them impacts your bottom line and more importantly your source of truth? As soon as you get to Scrum Doc, you are no longer worried about silly things like attribution move away from all of these attributionbased metrics because remember that none of those numbers are actually true. All of those numbers are the amount spent on whatever thing you're looking at divided by the total number of actions that are tracked begin to start to take a look at I have…
Escúchalo en el minuto 16:24
Falta de coordinación en pruebas A/B distorsiona el rendimiento publicitario
Medición y experimentosEjecutar pruebas A/B en páginas de destino sin coordinar con el equipo de compra de medios genera lecturas erráticas en el rendimiento publicitario, atribuyendo falsamente el fracaso o éxito a las creatividades en lugar de a las variaciones de la landing.
on other tests. The amount of brands that I see constantly just having every department test everything that they possibly can at any speed that makes sense for them without communicating to the other people to understand what's disappointing. I was dealing with a brand last week that were spending about 30 to 50,000 a day and they're doing some landing page testing and the way they did it is they just threw up a landing page 50% split and see if it worked if it didn't. We didn't know that they were doing so we were having some ads crush and some ads fail and it seemed to be really random…
Escúchalo en el minuto 45:20
El riesgo de saturar el fondo del embudo bajo atribución de último clic
Medición y experimentosLanzar grandes volúmenes de anuncios concentrados exclusivamente en el fondo del embudo permite atribuirse conversiones baratas gracias al modelo de último clic (last-click attribution), pero esta táctica no genera crecimiento incremental real para el negocio ni es escalable, ya que solo canibaliza el tráfico generado por otros canales.
the number one way you win that game is you just shoot as many ads as possible at the bottom of the funnel. Now, it's not a scalable effort, but it's a way that you can drive a lead for cheaper than somebody else because you're able to get somebody across the finish line based on lastclick attribution. And ultimately that means that as long as everybody else is running stuff and you're a better bottom feeder, you'll be able to take credit for everybody else's work. Now, you won't be able to make the business bigger, but you'll make your report nice enough to not be the next person fired. And…
Escúchalo en el minuto 39:05
Priorizar la adquisición por recompra frente al margen de la primera venta
Retención y relación con el clienteEs preferible adquirir clientes en punto de equilibrio (break-even) si tienen alta probabilidad de recomprar varias veces, antes que buscar un 20% de rentabilidad inmediata captando compradores que nunca volverán.
which of these ultimately is best at bringing people in who are likely to buy more than Which one is more likely to have somebody when they buy one, they're going to come back and buy again and again? I would rather break even knowing that someone's going to buy three times than try to make uh 20% profit acquiring a customer who will never buy again.
Escúchalo en el minuto 10:16
Las tácticas de puja y cost caps no corrigen un modelo de negocio sin visibilidad financiera
Medición y experimentosNo es posible compensar un modelo de negocio defectuoso ni la falta de visibilidad financiera mediante límites de coste (cost caps) o trucos de volumen; si no se conoce el impacto exacto del gasto publicitario sobre el margen neto, ninguna estrategia de optimización táctica será sostenible.
on, look, know your numbers. You cannot create a volume hack and cost cap your way out of a bad business model or into like knowing what your numbers are. If you don't know what you're getting for your money that you spend and you don't know how that impacts the bottom line of your business, you don't know what you're doing, you don't know if what you're doing is good and you'll never be able to do better. That's a very big issue,
Escúchalo en el minuto 19:08
La ilusión del éxito inicial en anuncios nuevos por saturación del fondo del embudo
Canales de adquisiciónLos anuncios recién lanzados suelen rendir bien al inicio porque Meta los entrega primero al público más fácil de convertir en el fondo del embudo; declararlos ganadores y verlos caer a los pocos días no indica fatiga creativa, sino incapacidad del anuncio para convertir tráfico frío.
how when you launch a new ad, it launches an a test audience that is your lowest hanging fruit. It is launching against the people who are in the bottom of your funnel. Those ads inherently do well. They then die after a few days because they are being asked to go from can you do well on lowhanging fruit and now I'm going to ask you to go find strangers and be successful. And the honest truth is it's not that the ads fatigue. It's not that they don't work. It's that you've defined unsustainable success as what the expectation is. And sense. And the more of those you launch, the more you're…
Escúchalo en el minuto 26:32
Estandarización de SOPs y nomenclatura para delegar la gestión de campañas publicitarias
Canales de adquisiciónDocumentar rigurosamente la nomenclatura, el rastreo de creatividades y los procedimientos operativos estándar (SOPs) permite reducir el tiempo de gestión de una cuenta de anuncios a pocas horas por semana y facilita delegar la operativa en perfiles junior sin fricción en la comunicación.
to then get to documentation and nomenclature, right? You need to build clean systems for naming, tracking, and archiving all assets. This is going to help you prevent wasted time on communication and Um, so we need to standardize our operations. This makes every employee replaceable. This saves time on emails. catch up. And nothing exists inside of somebody's head. Everything is fully documented. So, we go through how to standardize, what are the SOPs that make we're going to get their ad account down to a couple hours a week in management. able to offboard the majority of that work to a…
Escúchalo en el minuto 31:05
Canales de adquisiciónForzar anuncios de bajo rendimiento degrada la tasa de acción estimada y la experiencia de usuario, aumentando los CPMs; crear contenido que la audiencia realmente desea ver incentiva al algoritmo a abaratar las impresiones y otorgar inventario de mayor calidad.
means that you're forcing bad impressions. You're forcing bad experiences onto the users of Facebook and Instagram. And so that ruins your estimated action rate, raises your CPMs and and destroys the quality of the on. Lower CPMs either means you moved up in the funnel or you've improved your relationship. Facebook and Instagram work off of somebody wanting to see your content. So the more that you make content that people want to see, the more the system pushes it out, which means that your CPMs drop and the people that see it are ones who want to see it. So the quality of that inventory…
Escúchalo en el minuto 28:04
Canales de adquisiciónForzar anuncios de bajo rendimiento degrada la tasa de acción estimada y la experiencia de usuario, aumentando los CPMs; crear contenido que la audiencia realmente desea ver incentiva al algoritmo a abaratar las impresiones y otorgar inventario de mayor calidad.
means that you're forcing bad impressions. You're forcing bad experiences onto the users of Facebook and Instagram. And so that ruins your estimated action rate, raises your CPMs and and destroys the quality of the on. Lower CPMs either means you moved up in the funnel or you've improved your relationship. Facebook and Instagram work off of somebody wanting to see your content. So the more that you make content that people want to see, the more the system pushes it out, which means that your CPMs drop and the people that see it are ones who want to see it. So the quality of that inventory…
Escúchalo en el minuto 28:04
Financiación de distribución pagada mediante acuerdos de afiliación y patrocinio
Canales de adquisiciónMonetizar contenidos educativos a través de patrocinios y acuerdos de afiliación con herramientas permite reinvertir esos ingresos en la amplificación pagada de dicho contenido, logrando anuncios rentables por sí mismos que generan ingresos recurrentes y construyen audiencia para productos propios de mayor valor.
I wanted to have partnerships with SAS companies and sponsorship deals for videos so that I could get paid to make videos that feature how well the brand is doing based around software and marketing technology and tools and services that I use so that I can help other people be successful with that and I get affiliate revenue from that that I can then invest in promoting that content. So that every single one of the videos run around promotion of content of of services is itself a profitable ad that not only grows my reoccurring revenue pool but also grows the brand so that offers, but I'm…
Escúchalo en el minuto 48:57
Medición y experimentosEn lugar de mantener un gasto lineal mes a mes, se debe alinear el presupuesto publicitario con la estacionalidad del negocio: operar con inversión mínima de mantenimiento en meses de baja eficiencia y reservar el capital para periodos donde cada dólar invertido produce un retorno significativamente mayor.
get here where we can align our marketing and our financial goals. We taking a look at the business in the view of week to week, quarter to And if we know we don't need to spend the money in June because if we spend every one of those dollars that we spend in September instead of June is worth 70% more. Well, let's just keep the lights on and do the bare bones stuff so that we save our money for when it's worth exponentially more. And how do we manage cash flow and to manage impact your media
Escúchalo en el minuto 43:37
Consolidar productos con mismo AOV en una sola campaña por objetivo comercial
Canales de adquisiciónSi se comercializan variantes del mismo tipo de producto con idéntico precio y ticket promedio (AOV) dirigidas a distintos nichos, es preferible agruparlas en una única campaña publicitaria en lugar de fragmentar la estructura de anuncios.
start off with, I'd probably put them uh one campaign. If they're all the same price, if they're all the same AOV, because you don't really have multiple products. You have one product, which is a t-shirt, that comes in many different versions, but they're all the same price. So because of that, I I um why I would choose to put them in more than one campaign. Remember, one campaign per business objective. Right
Escúchalo en el minuto 11:01
Optimizar el testeo de creativos por tasa de acción estimada y no por volumen de clics
Canales de adquisiciónLas pruebas de creativos publicitarios deben guiarse por la tasa de acción estimada (probabilidad real de conversión) en vez de optimizar únicamente para maximizar el tráfico o abaratar el costo por clic, métricas que no garantizan impacto en la rentabilidad del negocio.
creative testing. And you know, we use Golden Bear, which is the branded estimated action rate. Now, we've been They're al always optimizing for what gets clicks and what drives traffic. And that's very different than understanding how to improve the estimated action
Escúchalo en el minuto 24:34
La obsesión con el ROAS de primer día frena el crecimiento de marca y retención
Marca y posicionamientoCentrarse únicamente en lograr rentabilidad en el día uno según modelos rígidos de atribución impide que las marcas estabilicen sus ciclos de flujo de caja y desarrollen activos de retención, posicionamiento y lealtad que aseguren clientes de mayor valor a largo plazo.
deepen customer loyalty. We can work on building a moat around the business because we've stabilized the business. positioning the growth of the business with developing the brand so that we can better acquire those highest quality customers. And this is a spot where most brands never get to because they're still so focused on being day one profitable according to some attribution. And the long story short, that's why they never get the success that they'd love to see.
Escúchalo en el minuto 47:21
Apalancar eventos patrocinados para dar visibilidad a la comunidad y captar audiencia
Estrategia de contenidosAprovechar invitaciones y patrocinios pagados en eventos de la industria para entrevistar y destacar a emprendedores de tu audiencia amplifica el alcance de ambas partes, posiciona al creador como facilitador de visibilidad y genera contenido respaldado por la autoridad de la plataforma anfitriona.
And I'll be honest, they're paying me thousands of dollars to go there and to make videos that they'll then promote. And I'm going to use that to interview and highlight as many business owners as I can. And part of that is that I can use my platform to lift others. And me lifting them gives me more exposure as well. And then I got paid to do the entire thing in a way that's going to elevate the visibility of the marketing efforts that I'm doing to help other people be successful.
Escúchalo en el minuto 50:27
Canales de adquisiciónIncluso cuando solo se tiene control sobre el anuncio y la landing page (sin control sobre el producto o modelo de negocio final), apoyarse en los algoritmos publicitarios para adquirir inventario de alta calidad al menor precio genera estabilidad operativa y una ventaja competitiva frente al resto.
Yeah, they actually all do. I know you have zero control over the business model. We only control what the landing page and ads is. Sure, that doesn't mean, Randall, that you shouldn't use the machine in a way that gets you the highest quality inventory for the lowest price, in a way that takes you less and less work over time to get you a more and more consistent result that is more and more stable. If you don't have That means that you have a even more streamlined operation. That means that you are going to be able to beat out
Escúchalo en el minuto 34:35
Oferta y precioEn un modelo educativo digital, la gran mayoría de las devoluciones (75% a 80% de 7.000 dólares totales frente a 1.000.000 de dólares en ingresos) se concentran en productos de bajo ticket como ebooks, mientras que las ofertas de alto valor (como programas de 15.000 dólares) registran tasas de devolución prácticamente nulas cuando los clientes implementan el programa.
And I shared my tax returns last year where I was like, look, I paid myself a million dollar this year. We had $7,000 in returns and refunds. Now, the NBA is 15, so clearly it wasn't NBA stuff. The vast majority of those were like somebody bought an And like that was 75 80% of that 7 grand. And we go line item through line
Escúchalo en el minuto 51:15
Canales de adquisiciónOptimizar la compra de inventario publicitario utilizando datos acumulados a largo plazo y estabilidad algorítmica permite que las acciones de otros competidores o afiliados funcionen indirectamente como prospección (top of funnel) para tu propia estructura, mejorando la predictibilidad de resultados.
And the beauty of it is when you begin to win the game on the quality of the inventory that you buy based around long form data where you are able to win based off of the quality of your relationship with the platform and the stability and consistency and predictability of the outcomes. Everybody else that signs up to be an affiliate marketer for that effort. everyone else that's running lead genen for your for the clients you work with becomes topofunnel for you. You don't have to work harder than other people. You are going to just fundamentally edge them all out until everybody's working…
Escúchalo en el minuto 35:23
Canales de adquisiciónOptimizar la compra de inventario publicitario utilizando datos acumulados a largo plazo y estabilidad algorítmica permite que las acciones de otros competidores o afiliados funcionen indirectamente como prospección (top of funnel) para tu propia estructura, mejorando la predictibilidad de resultados.
And the beauty of it is when you begin to win the game on the quality of the inventory that you buy based around long form data where you are able to win based off of the quality of your relationship with the platform and the stability and consistency and predictability of the outcomes. Everybody else that signs up to be an affiliate marketer for that effort. everyone else that's running lead genen for your for the clients you work with becomes topofunnel for you. You don't have to work harder than other people. You are going to just fundamentally edge them all out until everybody's working…
Escúchalo en el minuto 35:23
Medición y experimentosDisruptor Academy alcanzó 17.853 dólares de ingresos recurrentes mensuales (MRR) a pocos meses de su lanzamiento en febrero.
Academy. Disruptor Academy is blowing up checks. We're up to 17,853 on our MR, which is just incredible considering that that was launched in February. So, I got more
Escúchalo en el minuto 4:10
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.