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Meta just told us how to get better Facebook Ad results...
15 ideas de marketing sacadas de «Meta just told us how to get better Facebook Ad results...», de Professor Charley T. Sobre todo de canales de…
- 15 ideas despiezadas
- Fuente Professor Charley T
- Dura 26 min
- Publicada en 2025
Ver la entrevista entera en YouTube
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Gestión de cuentas publicitarias basada en alimentar la IA con señales claras y mínimas restricciones
Canales de adquisiciónDado que las subastas publicitarias toman decisiones algorítmicas en microsegundos, el trabajo del anunciante no consiste en microgestionar la entrega ni restringir la segmentación, sino en entrenar la IA proporcionándole objetivos de negocio claros, señales de conversión de alta calidad y una estructura simple con la menor cantidad de restricciones posible.
a decade. Meta's system makes all the delivery choices for you. You have never had the ability to determine who sees your ad or which version of the ad they see or when they see it. Those auctions are happening in microseconds, millions of times, trillions of times a day. Like you can't possibly does for my business. Like you cannot ever make these choices. The AI has already been doing all the work for you. So stop fighting. Remember, your job isn't to outsmart it. Your job is to train it. Now AI. You need to give it clear objectives, good signals, and fewer constraints. Simplicity helps the…
Escúchalo en el minuto 8:45
Medición y experimentosLas decisiones de inversión publicitaria deben evaluarse por su incrementalidad (comparar los resultados del grupo expuesto al anuncio versus el grupo de control no expuesto para saber qué habría ocurrido de todos modos) en lugar de apoyarse en métricas de atribución directa o cost caps, las cuales sobreoptimizan el fondo del embudo sin generar demanda nueva real.
telling us to move past ROAS and start focusing on what really matters, incrementality. and attributed revenue for their sales. Folks that rely on ROAS, cost caps, bid caps. They ignore the incrementality of their efforts. They're just missing the majority of the good data. And the Now when it comes to incrementality, incrementality asks a very important question. What actually changed in your business because of this ad? Not who clicked, not who got credit, a ton of new ads all the time, which is even dumber because all of those new ads are being launched at the bottom of the funnel. So…
Escúchalo en el minuto 1:20
Medición y experimentosLa atribución publicitaria no debe entenderse como una herramienta para adjudicarse crédito de ventas, sino como la vía para entrenar a los algoritmos sobre a qué tipo de comprador buscar. Para evaluar el impacto real en el negocio se deben emplear estudios de incrementalidad (como geo holdouts y lift studies) en lugar de depender exclusivamente de eventos del píxel o métricas de último clic.
you're really going to do conversion lift studies, which is geo holdouts, just straight up, just segmenting the universe. And it's great to see what is the difference or delta of the results that you get from people who saw your ads compared to how many people saw your ads versus didn't. And that really just helps you understand how impactful your ads are. The key here is to track business outcomes, not pixel events. And I've been telling this people for a long time, attribution isn't about credit. Attribution is how you teach the machine what to bring you more of. That's somebody who buys…
Escúchalo en el minuto 5:03
Canales de adquisiciónIncorporar Partnership Ads (anuncios en colaboración con creadores) a las campañas habituales en Meta reduce el costo por adquisición (CPA) en un 19% y aumenta el CTR en un 53%. Además, en ubicaciones de Reels logran un 18% menos de CPC, 25% más CTR, 22% más de ThruPlay y 21% más de reproducciones de 3 segundos.
plan. Here's the proof. Partnership ads are the most performant and transparent way to run ads with creators. By adding partnership ads to business as usual, brands saw a 19% reduction in CPAs with a 53% higher click-through rate. Now, you know me, I don't really give a damn about click-through rate. But 19% drop in CPAs, that actually speak in my language. And partnership ads with a Reels placement got better video engagement. And this is 18% lower CPC, 25% higher CTR, 22% higher through-play rate, 21% higher three-second video play rate. The long story short is this. Running creators is a…
Escúchalo en el minuto 17:38
Desperdicio de presupuesto por optimizar con atribución de último clic
Medición y experimentosEl 35% del gasto publicitario se desperdicia en ventas no incrementales cuando la inversión se prioriza en función del último clic, a pesar de lo cual el 78% de los anunciantes aún utiliza este modelo de atribución para tomar decisiones de inversión (según datos de Meta sobre 741.000 millones de dólares en anuncios).
35% of spend is wasted on non-incremental sales if spending is prioritized based on last click. More damning even. 78% of advertisers still use last click for investment decisions. Still use it. Like, it's talking about the data set for this. So let's validate it. It's $741 billion in ads. I hope
Escúchalo en el minuto 1:31
Estrategia de contenidosPara evitar regrabaciones y maximizar el rendimiento del contenido de creadores, el brief debe definir cinco elementos: el motivo específico por el que se eligió al creador, palabras clave o restricciones de marca, especificaciones exactas de entregables y formato, revisión previa del guion o ángulo narrativo y la estructura temática esperada.
the brief is the reason that you win or lose sometimes before the first shot is even filmed. And it's complete mess. And really, the big gap here is that most briefs make completely unrealistic demands you need to tell the creator why them. Like if you work with me, you need to tell me we like to work have the conversation. Next, you need to let me know any keywords that need to be said. Are there You also really need to clearly define the deliverables. Don't say we need a viral video. point that you need to discuss the story framework. And when I work with brands, I give them the script and…
Escúchalo en el minuto 20:28
Optimización de campañas por volumen de beneficio neto sin controles de coste
Canales de adquisiciónEn plataformas publicitarias con optimización por valor, conviene optimizar directamente hacia el volumen total de beneficio neto (profit) generado o el valor ponderado de la calidad del lead en SaaS, evitando el uso de cost controls para no estrangular la capacidad de entrega del algoritmo.
sessions. So you can move beyond CPA and directly optimize for ROAS using value optimization. Now we sexy updates. First, you can value optimize for profit. And this allows you to define not only the price of a thing, but how much profit you make when you sell it so that you can effectively optimize So for you lead gen folks and SaaS folks out there, you can define the value of specific qualities of leads and even custom conversion events and optimize for value based around those things that occurred before a sales call. Basically, if you're optimizing for value, you better not be using cost…
Escúchalo en el minuto 6:02
Canales de adquisiciónLa verdadera diversificación creativa en publicidad no consiste en lanzar decenas de variaciones menores cada semana, sino en combinar distintos formatos (vídeo y estático) y explorar conceptos o ángulos de mensaje verdaderamente diferentes.
We have a diversity in video and static, and that's what they mean, by the way, when they say diversify your creative, have different styles, meaning have some videos, have some static, talk on different concepts. It doesn't mean launch 50 new ads every week. That makes no sense. Like,
Escúchalo en el minuto 14:53
Priorizar la calidad de los datos de conversión y la consolidación de campañas sobre estructuras manuales complejas
Medición y experimentosDado que el algoritmo de Meta se basa en aprendizaje automático, forzar cuentas con datos de baja calidad empeora los resultados. Se debe buscar una cobertura óptima de CAPI (cercana al 100%), una puntuación de calidad de coincidencia de eventos (EMQ) superior a 8 y consolidación presupuestaria (CBO), en lugar de fragmentar cuentas con tácticas obsoletas.
And yeah, we've got some cappy issue. We should be at 100% coverage. We're only at 83. And their event match quality, their EMQ, should be above an 8, but it's at a 7.1. Their catalog match rate isn't good. Honestly, this is a very clear signal to me that somebody that is stuck in 2017 and how they manage their ad account is trying to force a lot of bad data into a machine when they can probably get a lot better results leveraging CBO, leveraging consolidation, and making sure that their data quality is better. Because remember, meta is a machine learning algorithm. You have to be mindful of…
Escúchalo en el minuto 15:26
Priorizar CBO sobre ABO para consolidar datos y evitar fragmentación
Canales de adquisiciónEn Meta Ads se debe priorizar el presupuesto a nivel de campaña (CBO) frente al presupuesto por conjunto de anuncios (ABO), ya que cada conjunto en ABO opera como una campaña aislada que no comparte aprendizaje y fragmenta los datos.
Apparently 59.5% of this ad account is in CBO, meaning somebody for some reason is still using ABO on 40% of your ad spend. Like you shouldn't be using ABO to test ads. That doesn't make any sense. You definitely shouldn't be using it to test audiences. Why are you even using them? That doesn't make any sense. Now there are some use cases where ABO is an effective solution. We're not really going to get into that right now, but 80-20 rule, ABO is 20% of the 20% of an 80-20 rule. Like there's no real logical reason for you to use it. Now there's a lot of people that do, and they're going to…
Escúchalo en el minuto 12:57
Canales de adquisiciónPara generar incrementalidad y entrenar al algoritmo de Meta con nuevas audiencias, colabora con creadores que no pertenezcan estrictamente a tu nicho pero cuya audiencia confíe en ellos (por ejemplo, creadores de bricolaje promocionando moda o comida). Esto permite acceder a compradores que normalmente no verían la marca aprovechando la confianza ya establecida por el creador.
that came on and she does like DIY furniture. And she talked about how when brands come to her around furniture stuff, it does okay. But when she gets like food stuff or clothing, it explodes. Because that is showing a new message to her audience. That content performs amazing from her handle, but it also provides a brand new audience to the brand. And the important thing to remember here is that just like every ad has learning, so does every Instagram and Facebook account. So when you're leveraging a creator that has an audience that is paying attention to what they have to say, you're also…
Escúchalo en el minuto 18:40
Investigación de mercado y clienteLos consumidores de la Generación Z tienen el doble de probabilidades de realizar una compra sin hacer clic directamente en el anuncio en comparación con otros grupos de edad, y dedican el 60% de su tiempo en Facebook e Instagram a consumir contenido en video.
Shifting shopping behaviors limit click-based measurement insights. Gen Z consumers are two times more likely to buy without clicking on an ad compared to other age groups. And 60% of their time spent on Facebook and Instagram is now video. To quote my buddy McCoy from Point of the Leather Good, people are watching reels and engaging with video content. And instead of stopping the video to they're just watching the video and they're going and making purchasing decisions because their
Escúchalo en el minuto 2:46
Canales de adquisiciónPara maximizar la eficiencia y previsibilidad algorítmica en Meta Ads, la mayor parte del presupuesto (idealmente más del 85%) debe concentrarse en campañas que hayan superado la fase de aprendizaje y cuenten con significancia estadística.
how much of your ad account is in the learning phase. This brand apparently is at 12.9% in the learning phase, which is great. Basically, it's saying that, and in this case, 87.1% of all ad spend is being spent in campaigns where Facebook has statistical significance and confidence in knowing the outcome of the end user experience. That's what the learning phase is about. That's a
Escúchalo en el minuto 12:28
Canales de adquisiciónPara maximizar la eficiencia y previsibilidad algorítmica en Meta Ads, la mayor parte del presupuesto (idealmente más del 85%) debe concentrarse en campañas que hayan superado la fase de aprendizaje y cuenten con significancia estadística.
how much of your ad account is in the learning phase. This brand apparently is at 12.9% in the learning phase, which is great. Basically, it's saying that, and in this case, 87.1% of all ad spend is being spent in campaigns where Facebook has statistical significance and confidence in knowing the outcome of the end user experience. That's what the learning phase is about. That's a
Escúchalo en el minuto 12:28
El contenido de creadores sirve para expandir el mercado y captar atención, no para cerrar la venta
Canales de adquisiciónLa función principal de los anuncios con creadores en la parte alta del embudo no es concretar la venta directa, sino captar atención, detener el scroll y expandir el mercado total direccionable (TAM) alcanzando audiencias incrementales no impactadas previamente.
creator content isn't to make the sale. You've got static images sitting, according to a 4PI analysis, lowering your funnel. The purpose of this is to attract the attention of a larger or new total addressable market. You're trying to expand where your ads go. You're trying to be incremental to your business. You're not trying to make the 50th version of the same ad. You're trying to reach somebody you've never talked to before. That's how you bring in new customers at scale. So think about it like this. Ads don't make sales, right? Like no ad makes a sale. An ad earns attention. What you're…
Escúchalo en el minuto 23:26
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