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Media Buying Course: The NEW Way to Scale Facebook Ads in 2026
49 ideas de marketing sacadas de «Media Buying Course: The NEW Way to Scale Facebook Ads in 2026», de Professor Charley T. Sobre todo de medición y…
- 49 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 21 min
- Publicada en 2025
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Estrategia de contenidosPara maximizar el rendimiento de los anuncios con creadores: 1) explica claramente al creador por qué lo elegiste y qué rasgo de su estilo encaja con tu marca; 2) permítele adaptar la narrativa a su propio formato orgánico en vez de imponerle un guion rígido como a un actor; y 3) no sobrecargues la pieza con branding excesivo ni logotipos/códigos invasivos.
Rule number one, the creator needs to "Make a video." You got to tell them why you picked them. And this is important because they need to know what part of their content or voice fits the product or brand. You have to let them know what you love about their work. This will rule here is you have to let them tell the story. Too many brands treat creators like actors. And I'm totally guilty of this. Don't give them a script it to be any good. brief with an idea style video concept. Let them own the format cuz you own the outcome. The more you micromanage, the worse the product And rule number…
Escúchalo en el minuto 23:20
Estrategia de contenidosLa zona segura (safe zone) en los Reels de Meta actúa como un filtro de entrega algorítmica: colocar elementos visuales o texto en los márgenes donde se ubica la interfaz de usuario penaliza el anuncio en la subasta, encarece los CPMs y disminuye la tasa de conversión.
rule number one. Rule number one is simply just stay in the safe zone. This is impacting your CPMs, your conversion rate, and your organic reach. The safe zone used to be a formatting tip, but now it's a delivery filter. Your ad will literally be penalized in the auction if you break this layout. for your more people. You can't have things over the bottom where the UI sits or off to the side or in the upper corners. You have to stay in the safe zone. Rule
Escúchalo en el minuto 2:16
Configuración estándar para pruebas de Conversion Lift en Meta
Medición y experimentosPara medir el impacto real de las campañas en Meta Ads, configura una prueba de Conversion Lift dentro de la pestaña de experimentos, programándola con una ventana de 2 a 4 semanas y reservando un 20% de la audiencia como grupo de control (holdout) que no recibirá anuncios.
if you want to set this up inside of your ads manager, you want to go to the experiments tab and then select set up a conversion lift test. You then simply choose your campaigns. And best practice here is to set a 2 to 4 week test window. You reserve 20% of your audience as a hold out. That's your control group. They get no ads. Now, I got to
Escúchalo en el minuto 37:41
Canales de adquisiciónLos Partnership Ads de Meta combinan las señales de datos tanto de la página de la marca como de la del creador; asociarse con creadores cuya audiencia tiene poco solapamiento con la tuya permite al algoritmo encontrar nuevos segmentos afines con costos de adquisición (CPM/CPA) más bajos e impacto incremental.
it's super simple. The algorithm isn't just using your own brands signals. They're also using the data from the Facebook and Instagram pages that you leverage. It uses both sets of data to rank and deliver your ads more effectively. fun cheat code. If you're using a creator where the overlap with your existing audience isn't that big, then the overlap is pretty small. And what's great about that is you're going to reach a whole bunch of new people that the machine thinks is going to really like what you have to say. and it's going to pick and choose who to show it to based on their proclivity…
Escúchalo en el minuto 20:31
El 35% del presupuesto publicitario se desperdicia en ventas no incrementales al optimizar por último clic
Medición y experimentosSegún datos de Meta sobre una muestra de 740 mil millones de dólares en inversión, el 35% del gasto publicitario se desperdicia en ventas que habrían ocurrido de todos modos cuando las decisiones de optimización se basan en atribución de último clic (last click), modelo que todavía utiliza el 78% de los anunciantes.
show you this slide. Meta's internal data says 35% of spend is wasted on non-incremental sales if spending is prioritized based on last click. And 78% of advertisers are using last click number. This data set isn't small. It's on $740 billion dollar. That means that over $200 billion dollar was wasted by people focusing on last click as their optimization decision. 200 billion.
Escúchalo en el minuto 28:27
Medición y experimentosPara escalar el gasto publicitario con confianza, establece una cadencia de medición en tres niveles: semanalmente usa datos de plataforma y MTA para ritmo y velocidad de ejecución; mensualmente audita la desviación del modelo (model drift) contra los resultados reales del negocio; y trimestralmente ejecuta pruebas de incremento (conversion lift o geo-holdouts) para recalibrar multiplicadores y reasignar…
feedback loops. And that starts with setting up reoccurring repeatable deeper. At a quarterly level, you run a lift, calibrate, and adjust. Once a channel to test. Run a conversion lift or go hold out and compare your results to your attribution. Apply a multiplier where needed and reallocate your budget for the next quarter as results deem monthly. Then monthly spot check your model drift. Every month you should be asking, are platform conversions trending away from modeled conversions? business outcomes? Use this to catch attribution drifts before bigger impacts really hurt the bottom line…
Escúchalo en el minuto 46:10
Stack de medición publicitaria en tres capas
Medición y experimentosEstructura la medición de marketing en tres niveles jerárquicos: atribución de plataforma (para feedback rápido y operativo día a día), modelos MTA o MMM (para visión multicanal y distribución de presupuestos) y pruebas de lift o incrementalidad (el estándar de oro para calibrar y validar los niveles anteriores).
invested in more, let's talk about your three layer measurement stack. Layer one, platform attribution. This is directional, fast, and cheap. And you can use this for day-to-day feedback. Layer two is MTA or MM. That's multi-touch attribution or media mix modeling. This is great for a cross channel perspective and excellent for budget splits. And layer three is the lift test. This is the gold standard. You use this to calibrate and validate everything else. When all three are in
Escúchalo en el minuto 44:45
Gestión de Meta Ads como motor de señales y no como plataforma de segmentación manual
Canales de adquisiciónLas plataformas publicitarias modernas impulsadas por IA (como Meta Advantage+) funcionan como motores de retroalimentación en lugar de herramientas de microsegmentación. El rol del gestor de medios debe cambiar de controlar manualmente pujas y audiencias a simplificar la cuenta y proveer entradas de alta calidad: datos precisos, eventos optimizados y creatividades ganadoras.
Advantage Plus handles the creative, the placements, and the budgets, but what you put into the machine still matters. So you have to give it good inputs. This means great data, optimized events, and winning creative. If you do that, it But you can see that it's shifted from a targeting platform to a feedback engine. It's not about how segmented and smart and clever and how much work you can do. It's about how simple you can make it to give the highest volume of high quality signals to the machine so it can do the best work for you. And that's really the key to success in life. So, let go of…
Escúchalo en el minuto 50:33
Canales de adquisiciónPara escalar con algoritmos de IA en publicidad pagada, se debe reducir la complejidad de la cuenta: usar pocas campañas consolidadas, audiencias amplias y presupuestos estables. La sobreingeniería con decenas de conjuntos de anuncios, micro-presupuestos y cambios continuos fragmenta los datos y priva al algoritmo de la confianza estadística necesaria para optimizar el rendimiento.
Remember, simple scales, complex fails. complex fails. You want to know what really boring. They're not testing 40 audiences. They're not running 12 different campaigns. They're running a those campaigns, clean naming, broad audiences, and stable budgets. They're but each one has 50 ad sets. You have 150 campaigns that are all competing with each other, all cannibalizing each overengineering. More variables equals more noise. More noise equals slower learning. And slow at learning means worse optimization. Simply put, the more that's why overesting, micro budgeting, and constant tinkering are…
Escúchalo en el minuto 1:16:23
Canales de adquisiciónEn la publicidad digital moderna, la gestión basada en la microgestión manual constante ('day trading' de anuncios) es insostenible y propensa al fallo. El modelo óptimo consiste en simplificar la estructura de campañas, suministrar datos limpios, priorizar el contenido creativo y permitir que el algoritmo de la plataforma realice la optimización y entrega.
that you don't have to micromanage. The future of meta ads isn't complicated. It's clear, creative, and systematized. Simplify the structure, feed it clean data, and let the machine do its job. if your success is dependent on your ability to work 20 hours a day, 7 days a week, day trading, everything, you're never going to win. You can't possibly make the right choice broke. It doesn't make any sense to prioritize human effort in a digital
Escúchalo en el minuto 1:20:26
Canales de adquisiciónEn lugar de pautar únicamente desde la página de marca, conviene ejecutar anuncios de colaboración (Partnership Ads) desde el perfil del creador manteniendo el presupuesto y segmentación propios, permitiendo además que el algoritmo decida si muestra la marca o el creador según la preferencia de cada usuario.
Simply put, instead of running an ad only from your brand's page, you run the ad from the creators handle using paid media. It's still your budget, your targeting, your CTA, but it shows up as creator.sponsor. So, not only does this feel native, but you're earning trust by borrowing authority from those creators, and it don't have to make that choice. You can select a button and it will show it to the end user in whatever gives them the they're going to give the end users the best possible experience, which gives you the lowest CPMs for the best quality
Escúchalo en el minuto 18:06
Canales de adquisiciónPara maximizar el rendimiento en Meta Reels, los anuncios deben crearse en 9:16 nativo, con sonido activo y manteniendo textos/elementos clave dentro de la zona segura ('safe zone'); ignorar estas pautas penaliza la entrega aumentando los CPM y reduciendo la tasa de conversión.
their phones. So simply put, if you're silencing your videos, you are silencing not even your offer. It's your actual ad format. Reels work when they look like reals. 9 by6 sound on and in the zone. recap the creative essentials. 9 by6 video with the audio on and everything in the safe zone. This is a pair of ads of the screen. It's outside of the safe to be in the safe zone so that you don't you're going to get penalized for using it. Higher CPMs, lower conversion rate. Essentially, you're going to buy worst quality traffic for a higher price. You
Escúchalo en el minuto 5:39
Mantener un EMQ superior a 8 combinando píxel y API de conversiones
Medición y experimentosSi la puntuación de Event Match Quality (EMQ) en el Administrador de Eventos de Meta cae por debajo de 8 sobre 10, es indispensable implementar la Conversions API (CAPI) junto al píxel de navegador para alimentar al algoritmo con datos fiables sin duplicar eventos.
matter. Number one is your EMQ, your event match quality. This might be a 5.4 out of 10 or a nine out of 10. The higher the number, the better the data. If you're getting something less than an eight, you should invest in a solution for your conversions API to match browser events. This is not a nice to have. This is uh if you don't do it, you won't be in business next year. Now, You need to send browser and server side events. This means conversions API and the pixel. If you're not using both, you're just wasting money. Now, inside of this, remember that the machine will ddup the events. So…
Escúchalo en el minuto 1:00:31
Enviar el margen de beneficio real a Meta para optimizar por rentabilidad en vez de facturación bruta
Medición y experimentosEnviar a Meta el valor de ganancia o beneficio neto generado por cada producto vendido (en lugar del ingreso bruto facturado) permite utilizar la optimización de valor para que el algoritmo priorice las transacciones más rentables para el negocio.
happen overnight. Second, pass back real actual profit values, not just reported revenue. If you want to understand what are more profitable and less profitable transactions, it's really great to pass back the profit you make on every single item. And this is a great addition to the value optimization and is super powerful. And to dive into a little bit deeper, here's a slide more on value optimization. And what I want to point out here very simply is that value optimization isn't just giving me a higher AOV. You can now optimize for profit by telling the machine what you actually make on the…
Escúchalo en el minuto 1:04:28
Estrategia de contenidosNo es necesario incrustar el logotipo de la marca dentro del video en anuncios de Reels. La interfaz ya muestra el perfil y nombre de la cuenta, y agregar elementos gráficos fuera de la zona segura o sobrecargando la pantalla penaliza la experiencia de usuario y eleva los costes.
Because real A has the brand logo in the upper lefthand corner outside of the words. You're violating the user literally removing that brand logo would this ad. Because also remember you don't need the logo on the reel because also the logo's in the lower lefthand corner. Remember they show you the page the ad comes from. Putting your brand in the image is not going to improve performance and often it's going to be the reason the performance isn't nearly
Escúchalo en el minuto 10:24
Las tres palancas fundamentales que controlas frente a la IA en Meta Ads
Canales de adquisiciónA pesar de la automatización e IA de Meta, el anunciante mantiene tres palancas críticas: una oferta atractiva (ninguna tecnología compensa una mala oferta), creatividades que capturen atención (el anuncio atrae atención, el modelo de negocio monetiza) y la calidad de la señal de datos (si la data es mala, el rendimiento será deficiente).
for over a decade. So remember, you still own three critical levers. The offer. It needs to be compelling. No tech is going to overcome a bad offer. Number two is the creative. If your ad sucks, you can't earn attention to then later monetize. Remember, ads don't make the sale. They just earn the attention of people that your business model turns into repeatable cash flow. And three, signal quality. If your data is junk, the performance you get will be trash.
Escúchalo en el minuto 57:20
Canales de adquisiciónUtilizar creatividades de vídeo vertical a pantalla completa (formato 9:16) en lugar de anuncios estáticos o formatos reciclados (1:1 o 4:5) en la ubicación de Reels reduce el CPA casi un 35% según pruebas internas de Meta en diversas industrias.
what we've been told. You need to be full screen vertical video 9 by6 only. You can't get away with 1x one or you won't reach the right people. 9x6 fills the screen and feels native. The all independently ran dozens of tests across CPG, e-commerce, lead genen, and SAS businesses. And the results are undeniable. Leveraging full screen native vertical video instead of image ads on real placements reduced CPAs by nearly 35%. And also wildly outperformed
Escúchalo en el minuto 3:02
Estrategia de contenidosPara evitar el rechazo natural a los anuncios en Reels, el contenido pagado debe cumplir tres principios: ser cercano (parecer algo orgánico que el usuario crearía o consumiría), digerible (corto, directo y fácil de consumir) y entretenido (visualmente estimulante, dinámico o con giros interesantes).
goodbye. So, here's the fix. It needs to be relatable, digestible, and Meta Performance Summit, they broke it down with three specific categories. First, it has to be relatable. It has to look like something I'd make or watch on my own. Second, it needs to be digestible. This is snackable content. It needs to be short, punchy, and easy And it has to be entertaining, funny, surprising, visually interesting. That's
Escúchalo en el minuto 12:48
Estrategia de contenidosPara evitar el rechazo natural a los anuncios en Reels, el contenido pagado debe cumplir tres principios: ser cercano (parecer algo orgánico que el usuario crearía o consumiría), digerible (corto, directo y fácil de consumir) y entretenido (visualmente estimulante, dinámico o con giros interesantes).
goodbye. So, here's the fix. It needs to be relatable, digestible, and Meta Performance Summit, they broke it down with three specific categories. First, it has to be relatable. It has to look like something I'd make or watch on my own. Second, it needs to be digestible. This is snackable content. It needs to be short, punchy, and easy And it has to be entertaining, funny, surprising, visually interesting. That's
Escúchalo en el minuto 12:48
Mantener el Event Match Quality (EMQ) de CAPI por encima de 8 puntos
Medición y experimentosEn la configuración de la API de conversiones (CAPI), la puntuación de calidad de coincidencia de eventos (EMQ) debe mantenerse por encima de 8.0; niveles inferiores indican pérdida de volumen y calidad de datos que degradan el rendimiento publicitario.
enough, down in the signals section, Cappy, they have only 83.9% Cappy coverage. This means that they're not getting close to the right volume and quality of data. And you can see this right in the line below it around the match quality. If you look at improve event match quality, the EMQ score, they're at a 7.1. You should be over an eight. This is easy money. Fixing this, which you can do for pretty cheap, relatively speaking, is a great way to dramatically improve performance
Escúchalo en el minuto 1:10:42
Estrategia de contenidosMeta utiliza la presencia y calidad del audio (voiceover, diálogos de creadores y música sincronizada con cortes visuales) como una señal directa en su algoritmo de entrega de Reels, por lo que los vídeos silenciosos o con música genérica de stock pierden rendimiento.
your content. And it's as simple as this. Make your content for sound on. Reels are scroll stopping when sound is part of the story. If your ad doesn't work with sound on, you are losing performance. And no, stock music doesn't count. Use voiceovers, creator dialogue, and music synced to transitions and edits in your videos. Meta's data has shown repeatedly over multiple blind studies across the engineering, product, and delivery teams that adding sound is a core signal in the real's delivery algorithm. Silent videos equal silent
Escúchalo en el minuto 4:24
Medición y experimentosLa atribución tradicional basada en clics o ROAS infla métricas al pagar por usuarios que habrían comprado de todas formas. La verdadera optimización publicitaria consiste en medir el levantamiento incremental: las ventas que sucedieron única y exclusivamente gracias al impacto del anuncio.
Incrementality basically answers the question, what sales happened because of the ad and only because of the ad. Now, if you're serious about performance, you have to stop asking yourself what ad gets credit for the sale and you have to start asking yourself why did this sale happen? That is incrementality. That's to John. Pedro saw your ad but was going to buy anyway. John, on the other hand, saw your ad and only bought because he Pedro. If you optimize for clicks and views and rows, you'll end up spending millions to show ads to Pedro. And that feels real good in the metrics and it's…
Escúchalo en el minuto 30:50
Canales de adquisiciónLos anuncios en video de 9:16 con audio y elementos dentro de la safe zone generan en promedio un CPA 34.5% menor que los anuncios con imágenes estáticas en Reels, y un CPA 15% menor que videos no 9:16 sin audio (con 99.9% de confianza estadística según datos de Meta).
that multiplies success. 9 by6 video ads with audio in the safe zone resulted in on average 34.5% lower CPA than image ads on reals and 15% lower CPA than non 9x16 video ads without audio on reals placement. And This approach outperformed with 99.9% confidence.
Escúchalo en el minuto 5:49
Impacto crítico de una baja tasa de coincidencia en el catálogo de anuncios dinámicos (DPA)
Canales de adquisiciónUna baja tasa de coincidencia en el catálogo de productos (catalog match rate) para anuncios dinámicos (DPA) reduce directamente las conversiones potenciales en la misma proporción de productos no emparejados, penalizando el retorno global de la inversión publicitaria.
biggest red flag that I see here out of anything is the catalog match rate. 56.2. 2%. That means that nearly half of the products available on the store are not matched up to the catalog. Meaning their DPA ads are missing half the possible sales they could get. Like what if your DPA was performing twice as well? This is an easy way to know that that's an immediate red flag. And we know that that's 20% of our ad spend. Meaning that 20% of our ad spend is performing at basically 50% as it could. That's a 10% overall hit to the bottom line. If you just improve that, everything gets 10% better…
Escúchalo en el minuto 1:11:18
Alimentar la API de conversiones con datos del CRM para desbloquear el escalado de anuncios
Canales de adquisiciónIntegrar el CRM con la Conversions API para pasar parámetros de cliente enriquecidos (email, teléfono, nombre y apellido) incrementa la precisión del algoritmo y facilita escalar presupuestos estancados de 500-1.000 $/día hacia rangos de 2.500-5.000 $/día.
results today. Number one, connect your CRM to your conversions API. Make sure that you're getting the email addresses and phone numbers and first name and last name and all of that fun stuff. That's the simplest thing. Like I know so many people struggling to get out of the $500 to $1,000 a day ad budget that don't have this that as soon as they do they get to 2500 to 5,000. Like it can't
Escúchalo en el minuto 1:04:06
Triangulación del stack de medición publicitaria
Medición y experimentosNo dependas de una sola métrica ni elijas un modelo de atribución preferido por conveniencia política; alinea tu stack usando MMM (Marketing Mix Modeling) para la distribución macro de presupuesto, pruebas de lift para calibrar los modelos de atribución multitáctil (MTA) y los datos nativos de las plataformas publicitarias para medir el ritmo diario y la velocidad.
sync, you're unstoppable. I highly recommend you don't just pick one, you try to align them all. It's not about actual results. It's about aligning your measurement stack and using lift results to adjust your MTA models. You can use MM to guide budget allocation and use platform data to measure pacing and speed. This is how the smartest teams in decisions. They don't trust just one number. They build systems to find the truth. And truth scales way better than
Escúchalo en el minuto 45:16
Diseñar pruebas de holdout para calcular el impacto publicitario real
Medición y experimentosPara aislar el valor incremental de las campañas, se debe aislar un grupo de control (por ejemplo, el 20% de la audiencia) que no reciba impacto publicitario y compararlo contra el grupo expuesto (el 80%); la diferencia en comportamiento entre ambos grupos es el retorno real del presupuesto.
pretty simple. They have a test group that doesn't see your ad and a control group that does. And the difference in performance is your true impact. Pretty test. Hold out 20% of your audience. Show the ad to the other 80%. Measure the delta. point is that this is now available for free in your ads manager right now as conversion lift and incremental attribution measurement tools. And
Escúchalo en el minuto 31:37
Medición y experimentosPruebas a nivel global de Meta revelaron que los Reels elaborados con estilo de creador superan sistemáticamente a los anuncios centrados en producto, logrando mayores tasas de visualización completa, mayor cantidad de compartidos y guardados, y menores costes de adquisición (CPA) en diversas industrias.
to know. When comparing product focused reels to reels prepared by creators, there was a dramatic performance difference in the ad account. The creator reels all had three things in common. First, higher viewrough rates. Second, more shares and saves. And third, not a shocker, lower CPAs across the board. And this was across every you before, 99.9% confidence in the stat outcomes of every
Escúchalo en el minuto 13:53
Canales de adquisiciónCuando Meta introduce o prioriza una nueva tecnología o formato publicitario (como Partnership Ads, DPA o ASC), subsidia el costo del inventario con CPMs más baratos y mejores ubicaciones para incentivar la adopción antes de que se sature el mercado.
you're using partnership ads, you're getting cheaper CPMs with better placement. They're trying to get people to use the tech. I saw preferential bidding with DPA was brand new. I saw it with CBO. I saw it with DCT. We even now. But when they want to invest in new they do that is by putting their thumb on the scale of the cost of the inventory and the quality of the inventory so that advertisers embrace partnership right now. It is a cheat code to take advantage of today. And what I've heard from people overwhelming is that by this time next year, that cheat code might go away. And they
Escúchalo en el minuto 15:36
Calibración de atribución mediante multiplicadores de lift test
Medición y experimentosCorrige la subatribución o sobrestimación de los canales comparando la atribución multitáctil con los resultados de pruebas de incremento (lift tests), calculando un factor multiplicador (por ejemplo, si MTA dice 100 ventas pero el lift test reporta 150, el multiplicador es 1.5x) para ajustar el modelo.
can begin to calibrate the attribution model. If your multi-touch attribution said Meta drove 100 sales, but the lift says it drove 150, you have a 1.5x multiplier, meaning that you can multiply Meta's impact across your marketing model to fix underattribution.
Escúchalo en el minuto 40:39
La atribución incremental consiste en optimizar para captar nuevos clientes
Medición y experimentosA diferencia de la atribución estándar, que busca registrar el mayor volumen posible de ventas totales, la atribución incremental aísla y optimiza exclusivamente la llegada de nuevos compradores que no habrían convertido sin el impacto publicitario.
a lift test. I want you to think of incremental attribution is basically optimizing for new customers. If you sense. You have standard attribution, which is the most amount of sales, and incremental attribution, which is bring me new people. attribution, but it's simply optimizing more time. Incremental attribution is optimizing for new customers.
Escúchalo en el minuto 35:17
Estrategia de contenidosA diferencia de los influencers tradicionales a quienes se busca por su alcance, los creadores deben contratarse por su habilidad para producir contenido nativo, entretenido y creíble. Es fundamental darles directrices claras pero no restrictivas ('guard rails, not handcuffs') para insertar el mensaje de marca, lo cual mejora el CTR y reduce el CPA en plataformas como Meta.
Creator content works when it feels real, like something they'd post anyway. So, your job is to give them guard rails, not handcuffs. And I want you to You're hiring them for the content they make, not the audience that they have. content. And all you're saying is, "I love your content. Can you insert my message into what you do, and I'll pay And when you do, Meta will reward you with lower CPAs, higher CTRs, and ads
Escúchalo en el minuto 25:08
Canales de adquisiciónLos Partnership Ads en Meta generan una reducción del 19% en CPA con un 53% más de CTR frente a formatos estándar; al integrarse en Reels, logran un 18% menos de CPC, un 25% más de CTR y un 22% de mejora en ThruPlay rate.
creators. They've saw a 19% reduction in CPAs with a 53% higher click-through rate. Adding partnership ads to more placements, including reels, improves that performance versus just using reals business as usual. And this means 18% lower cost per click, 25% better CTR, 22% better through play rate, and 21%
Escúchalo en el minuto 19:41
Canales de adquisiciónLas campañas automatizadas modernas (como Advantage+) fallan cuando no reciben la dirección estratégica correcta en lugar de por fallos de la herramienta; la microsegmentación manual de audiencias y los hacks técnicos ya no aportan valor frente a un algoritmo que requiere dirección clara e inputs de alta calidad.
is that your strategy more than ever is what matters. the ability to click the right box or use the right tool. Like the hacks just don't work anymore. Hacks let's start with the real reason why your Advantage Plus campaign isn't working for you. And the trick here is it's not the tools, it's the input. While it's great to have automation, the meta ad system needs you to steer which direction it's going to go. It's going to crush, but without direction is just Now it's all automated. It's all AI. And things, I urge you to start thinking like it's meta in 2025 and not Google in 2015. There's…
Escúchalo en el minuto 48:44
Canales de adquisiciónLa inteligencia artificial de las plataformas publicitarias funciona mediante modelos matemáticos basados en datos limpios: intentar engañar al algoritmo con trucos o atajos resulta contraproducente frente a suministrarle señales de conversión claras y de alta calidad.
giving the machine is as high quality and as actionable as possible. And to be my recommendation to you, don't chase hacks. Fix your signals because Meta's AI isn't magic. It's math. and clean math makes more money. If you want to start prioritizing the way the machine works and work with the machine instead of trying to undermine it and cheat it and hack it and break it because that's your unfair advantage. Most people will more you work with them, the better your results will be. And that's really what
Escúchalo en el minuto 1:05:20
La IA en publicidad es un multiplicador de ejecución, no un sustituto de la estrategia
Canales de adquisiciónLa IA de plataformas publicitarias optimiza la ejecución pero no crea la estrategia, la oferta ni entiende los márgenes del negocio. Actúa como un amplificador: si el negocio funciona bien, acelera los resultados; si se basa en atajos o una mala propuesta, acelera el fracaso.
But it doesn't do the strategy. That's your job. AI equals execution, not a better factory. AI optimizes what you give it. It doesn't invent your offer, write your hook, or understand your customer. It doesn't know your margins. You do. It's a multiplier. And that means if you're good, it can make you great. And if you're sloppy or lazy or trying to take the cheap road built on unsustainable hacks, it's only going to Facebook ads and the meta ad suite is a volume knob on the rest of your business. It's only going to crank up what you're already doing. And that's a
Escúchalo en el minuto 56:21
Canales de adquisiciónLas campañas automatizadas modernas (como Advantage+) fallan cuando no reciben la dirección estratégica correcta en lugar de por fallos de la herramienta; la microsegmentación manual de audiencias y los hacks técnicos ya no aportan valor frente a un algoritmo que requiere dirección clara e inputs de alta calidad.
is that your strategy more than ever is what matters. the ability to click the right box or use the right tool. Like the hacks just don't work anymore. Hacks let's start with the real reason why your Advantage Plus campaign isn't working for you. And the trick here is it's not the tools, it's the input. While it's great to have automation, the meta ad system needs you to steer which direction it's going to go. It's going to crush, but without direction is just Now it's all automated. It's all AI. And things, I urge you to start thinking like it's meta in 2025 and not Google in 2015. There's…
Escúchalo en el minuto 48:44
Oferta y precioEn lugar de dispersar el presupuesto promocionando múltiples ofertas a la vez, se debe concentrar la pauta en la oferta individual más rentable y que genere mayor tasa de recompra posterior. Esto permite al algoritmo especializarse en un único objetivo de negocio y alcanzar masa crítica de conversiones.
signals. Number two, use a profitable offer. Make sure that what you're promoting is the best for your business. And don't promote 10 different offers. Use the best one. Let the machine get really, really good at the job you're asking it. Instead of asking it to get where it's best for you. If you're promoting three different offers, odds are one of those is far less likely to get you somebody to come back and buy a second time. And if the profitability on someplace else, you should probably get what your business needs are. And then tell the machine to do that one thing. You are probably not…
Escúchalo en el minuto 1:16:29
Oferta y precioEn lugar de dispersar el presupuesto promocionando múltiples ofertas a la vez, se debe concentrar la pauta en la oferta individual más rentable y que genere mayor tasa de recompra posterior. Esto permite al algoritmo especializarse en un único objetivo de negocio y alcanzar masa crítica de conversiones.
signals. Number two, use a profitable offer. Make sure that what you're promoting is the best for your business. And don't promote 10 different offers. Use the best one. Let the machine get really, really good at the job you're asking it. Instead of asking it to get where it's best for you. If you're promoting three different offers, odds are one of those is far less likely to get you somebody to come back and buy a second time. And if the profitability on someplace else, you should probably get what your business needs are. And then tell the machine to do that one thing. You are probably not…
Escúchalo en el minuto 1:16:29
Aplicar la regla 80/20 a las recomendaciones y puntajes de optimización
Medición y experimentosNo es necesario perseguir una puntuación perfecta (100% o A+) en los motores de recomendaciones de las plataformas de anuncios; resulta más rentable ejecutar con criterio las 5 sugerencias priorizadas de mayor impacto (regla 80/20) manteniendo el criterio humano por sobre la automatización.
importantly, a perfect score isn't necessarily the best campaign you can run. Again, the 8020 rule, but making it better is probably going to put you in a better place. And the way I want you to think about this is like a credit score. You don't need perfect to get good enough, but if your score is a 500, you your score and your recommendations. right? So, like you don't need an A+ to get good enough performance. And honestly, like I said, 8020 rule. I'd rather get a B+ and have 10 times the opportunity than an A+ and pat myself on the back while making a lot less money. They're proven…
Escúchalo en el minuto 1:12:09
Crear eventos de conversión personalizados para educar y optimizar el algoritmo
Medición y experimentosConfigurar eventos de conversión personalizados enfocados en métricas de alto valor comercial (como la adquisición de nuevos clientes) permite alimentar mejor al algoritmo para que optimice la entrega hacia ese resultado específico.
It's really that simple. Get your match rates up and really begin to optimize around what's important to you. Build out custom conversion events. Again, the is that when you build custom conversion events for the things that are important to you, the machine gets better at delivering you that result. And it can really be as simple as new customer.
Escúchalo en el minuto 57:48
Oferta y precioNingún truco técnico dentro del administrador de anuncios puede compensar un modelo de negocio deficiente. Lo que realmente permite escalar el gasto publicitario y lograr rentabilidad sostenible es la solidez de la oferta y la economía unitaria del negocio.
business. A good business is what scales an ad account. If your business sucks, there is no way the ads manager is going to fix that. Business models win. The number one hack to your ads manager is a better business model. So why isn't it
Escúchalo en el minuto 53:51
Ejecución de pruebas de lift con cadencia mensual para validar impacto en ingresos reales
Medición y experimentosLanzar un test de lift el primer día de cada mes permite evaluar la tendencia de incrementalidad mes a mes y cruzar los datos del administrador de anuncios con los ingresos reales en cuenta bancaria.
make them the standard. In my businesses, I run a lift test every month. Remember, it said two to four weeks. I start one on the first of every month. And I actually look at the impact of the lift test month over month over month to really get some barometer and direction on what I'm doing outside of just the ad account so that I can put the bank account into context with the ads manager and really get a good idea on whether or not my strategies are
Escúchalo en el minuto 39:14
La automatización publicitaria optimiza la entrega pero no reemplaza la estrategia de negocio
Medición y experimentosLas herramientas automáticas de Meta (como Advantage+ o atribución incremental) pueden probar creativos y ajustar presupuestos, pero no comprenden el margen de beneficio real, el valor de vida del cliente (LTV), la propensión a recompra ni los ciclos de flujo de caja del negocio; esa capa estratégica sigue dependiendo exclusivamente del criterio humano.
always will. Meta is smarter than ever. It can write your headlines. It can build your creatives. It can adjust your budgets for you. But it still can't do one very important thing. It can't think like you. Automation is not strategy. Don't worry. But none of these tools will ever tell you what your true volume of profit is. None of them are ever going to tell you what offer is best at getting somebody to buy a second or a third time. They don't know what your LTB or PSM look like. And they don't know which segment is best for high profits today or high volume of revenue over repeated cash…
Escúchalo en el minuto 1:06:22
Baja incrementalidad en campañas con controles de costo
Canales de adquisiciónLas campañas publicitarias optimizadas bajo controles de costos estrictos suelen aportar únicamente entre un 10% y un 15% de ventas verdaderamente incrementales, apropiándose de conversiones que habrían ocurrido de todos modos.
gets all the budget cut? All the cost controls. They usually go down to about 10%. Because usually about 10 to 15% on your cost controls is incremental. The rest of it is a complete waste of your that they generally succeed by taking credit for stuff and making sure that you're active, but they're not the reason things happen. And when you run
Escúchalo en el minuto 41:23
La atribución como señal de entrenamiento y no como disputa de crédito
Medición y experimentosEl valor real de los modelos de atribución no reside en adjudicar el mérito de una venta a un canal u otro, sino en servir como conjunto de datos que entrena al algoritmo de la plataforma para indicarle qué resultados de negocio debe maximizar.
Remember, attribution isn't about credit. So if you want to think about this in a different way, remember that attribution is a data set to teach the machine what you want it to do more of. And your job is to make sure that what you're asking it to do more of actually helps the bottom line. That makes all
Escúchalo en el minuto 43:44
Requisitos de gasto y conversiones para tests de lift en Meta
Medición y experimentosLas directrices oficiales de Meta para alcanzar significancia estadística en tests de lift recomiendan un gasto de 50.000 $ por celda (100.000 $ en total sumando control y prueba) y al menos 50 conversiones por semana, aunque la herramienta puede ejecutarse con presupuestos desde 100 $ diarios.
with you. Okay. Meta recommends $50,000 per cell. That's control and test. Meaning you need $100,000 and 50 conversions per week with enough traffic to reach a statistical month. You can do this if you're spending $100 a day. All right? Don't
Escúchalo en el minuto 38:19
Medición y experimentosLos consumidores pertenecientes a la Generación Z tienen dos veces más probabilidades de comprar sin hacer clic directamente en un anuncio publicitario en comparación con otros grupos demográficos, lo que hace insuficientes los modelos de medición que ignoran las visualizaciones (view-through).
Shifting shopping behaviors limit clickbased measurement insights. Gen Z consumers are two times more likely to buy without clicking an ad compared to other groups. And 60% of time spent on
Escúchalo en el minuto 29:57
La prueba de exclusión de Uber que recortó millones sin afectar ventas
Medición y experimentosUber suspendió un gasto mensual de siete cifras en una red publicitaria nativa que reportaba un ROAS excelente; tras la prueba de exclusión, las ventas no cayeron en absoluto, demostrando que la atribución reportada era ficticia y ahorrando millones directos al beneficio neto.
remember back in the day when Uber decided to do a little bit of a hold out test from their usage of I I'll leave the name out, but a native advertising platform. They cut seven figures a month from advertising on that platform. That gave him a tremendous rorowaz. sales didn't drop by a penny, but the ad spend dropped by seven figures. That was an 8 figure hit to the bottom line of the business until they tested it. And I
Escúchalo en el minuto 34:00
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