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Meta Made $196 Billion Last Year. So Why Does Running Ads Feel Broken?
14 ideas de marketing sacadas de «Meta Made $196 Billion Last Year. So Why Does Running Ads Feel Broken?», de Professor Charley T. Sobre todo de medición…
- 14 ideas despiezadas
- Fuente Professor Charley T
- Dura 26 min
- Publicada en 2026
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Medición y experimentosPerseguir un ROAS estándar (como 3x o 4x) puede quebrar un negocio si se ignoran sus métricas financieras internas. Promediar el ROAS entre industrias diversas oculta diferencias fundamentales en margen de contribución, frecuencia de recompra, ticket promedio (AOV) y valor de vida del cliente (LTV).
that should never be averaged. To put it differently, ROAS was the KPI of brands like Allbirds. Shortly after low of $2.15. That's basically a 300x swing in the wrong direction. So yeah, you can chase 3x ROAS and still destroy the value of the business. And I don't know about you, but that's not what I want. So what's wrong with these numbers? The problem isn't that ROAS is inherently a bad metric. It's that we're averaging businesses that have almost nothing in common. Going back to that $100 billion Imagine averaging the ROAS of a dentist, a restaurant, a roofing company, Nike, Amazon, and…
Escúchalo en el minuto 12:21
La automatización algorítmica traslada el éxito publicitario de la configuración técnica a los creativos y al negocio
Canales de adquisiciónA medida que los algoritmos de plataformas como Meta asumen decisiones de segmentación, pujas y presupuestos mediante machine learning e IA, la ventaja competitiva deja de residir en trucos de media buying y pasa a depender de la calidad del anuncio, las señales de datos enviadas y la solidez del negocio fuera de la plataforma.
algorithm got better at one very specific thing. Making decisions humans used to make, but more Facebook hasn't been releasing random features for 15 years. It's been steadily taking choices away from advertisers and making better choices on their behalf. And the advertisers who fought that data. Generation four was Andromeda. Instead of matching ads to audiences, it started matching people to ads. Truly evolving from an auction based on bids to a distribution platform based on merit, machine than the one we had 15 months ago. Every generation pushes us to be a little less like media buyers…
Escúchalo en el minuto 21:17
El ROAS y el CPM no deben evaluarse de forma aislada sin el contexto económico del negocio
Medición y experimentosMétricas como el ROAS o el CPM carecen de valor absoluto: un ROAS de 2x no es intrínsecamente peor que uno de 5x, ni un CPM elevado es necesariamente negativo; su rendimiento solo tiene sentido dentro del sistema completo de monetización, márgenes y embudo del negocio.
dollars myself, one of the questions I've been asked more than any other is, what's a good ROAS? And it doesn't take long to realize how slippery of a question that really is. Because a 2x ROAS isn't automatically worse than a 5x ROAS, and a $50 CPM isn't inherently bad, just like a $5 CPM isn't inherently good. The numbers only make sense inside the system they're operating within.
Escúchalo en el minuto 24:06
Canales de adquisiciónPara escalar masivamente en Meta sin depender de trucos algorítmicos, el negocio debe estructurarse sobre una de tres ventajas: rentabilidad unitaria con altos márgenes y satisfacción inmediata, maximización del LTV mediante modelos de suscripción que absorban mayores costes de adquisición, o distribución orgánica incentivada convirtiendo a los clientes en creadores de UGC.
It's the business behind it. Premium pricing, healthy margins, a product you can understand in targeting trick. They're winning because they give the algorithm exactly what it wants. Happy customers. is. Because Groom's isn't trying to win on the first purchase. They're trying to win on the customer. The real question is, can I keep buying more customers profitably? And when you have a sticky rebills, the repeats, the customers who stick, which makes the machine more confident. And confidence into their marketing department. Every happy comfort customer has the opportunity to create content…
Escúchalo en el minuto 15:41
Oferta y precioEl rendimiento a largo plazo en publicidad pagada está determinado por la solidez del modelo de negocio (vencer por rentabilidad inmediata, por alto valor de vida del cliente o por escala de distribución) y no por la microoptimización de campañas, ya que los algoritmos favorecen a los negocios que generan valor real y sostenible.
There are a lot of ways to build a business that can win with ads. One that wins on profitability, one that wins through lifetime value, and another that wins almost exclusively through distribution. For 15 years, Facebook taught us how to optimize campaigns, when it was really pushing us to optimize the business. Because the algorithm rewards businesses that consistently create value for customers, for themselves, and ultimately, for the platform. The cost of advertising didn't go up. The value of the right business model did.
Escúchalo en el minuto 25:24
Medición y experimentosEl CPM únicamente mide el precio de la atención y no su valor comercial. Los anuncios con el CPM más bajo suelen ser menos eficientes en costo por resultado, mientras que pagar un CPM más alto es más rentable si la audiencia impactada tiene una propensión de compra sustancialmente mayor.
for us? If you open your ad account, you'll see CPMs can be wildly different from ad to ad. And if you sort your ads by spend, you'll notice something interesting. The ads getting the most spend often have the lowest CPMs, but they're rarely the most efficient on cost per result, which tells us something important. CPM is just the price of attention. It doesn't actually tell you what that attention was worth. So, here's the real question. If you paid twice as much to reach people, but they were four times more likely to buy, did advertising actually get more expensive? Because cheap CPMs…
Escúchalo en el minuto 10:40
Medición y experimentosMedir el éxito publicitario únicamente por el ROAS o CPM del primer pedido es engañoso; quien tiene mayor retención o suscripción puede pagar más por adquirir cada cliente y alimentar al algoritmo con señales de recompra que aumentan la confianza para escalar.
Dan Kennedy has a famous line, whoever can spend the most to acquire a customer wins the game. Now that sounds aggressive, but it's true. If your average customer stays subscribed for six months, or 12, you can afford to spend more to acquire them than a business that has to make all of its profit on day one. And that's why CPMs can be so misleading here. A $50 CPM doesn't tell you whether someone stays for one month or 12. And ROAS doesn't tell you whether you're acquiring a customer that was actually profitable. Because the real question isn't, did I get a return on this first order? The…
Escúchalo en el minuto 17:18
Medición y experimentosMedir el éxito publicitario únicamente por el ROAS o CPM del primer pedido es engañoso; quien tiene mayor retención o suscripción puede pagar más por adquirir cada cliente y alimentar al algoritmo con señales de recompra que aumentan la confianza para escalar.
Dan Kennedy has a famous line, whoever can spend the most to acquire a customer wins the game. Now that sounds aggressive, but it's true. If your average customer stays subscribed for six months, or 12, you can afford to spend more to acquire them than a business that has to make all of its profit on day one. And that's why CPMs can be so misleading here. A $50 CPM doesn't tell you whether someone stays for one month or 12. And ROAS doesn't tell you whether you're acquiring a customer that was actually profitable. Because the real question isn't, did I get a return on this first order? The…
Escúchalo en el minuto 17:18
Alinear la estrategia publicitaria con el algoritmo en lugar de forzar configuraciones manuales
Canales de adquisiciónCon la automatización de plataformas publicitarias modernas (como Advantage+ en Meta), la ventaja competitiva ya no está en intentar burlar el algoritmo con estructuras manuales o arbitraje, sino en trabajar junto al sistema delegando la optimización técnica y compitiendo con fundamentos de negocio.
the biggest spenders, they built smarter tools for everyone else. Tools like Advantage Plus and updates to the algorithm like Andromeda, the system doing more and more of the heavy lifting. And the message got pretty clear. Stop trying to outsmart the algorithm. Work with it. spend there. That's massive. The big brands that survived Era 3 weren't surviving on arbitrage. They were already good at the fundamentals. So, these new tools weren't really built for them.
Escúchalo en el minuto 8:22
El éxito a largo plazo en publicidad pagada depende del modelo de negocio y no del arbitraje de anuncios
Oferta y precioEl algoritmo publicitario no premia nichos o tácticas superficiales de arbitraje de métricas (CPM o ROAS), sino modelos de negocio sólidos con márgenes y economía unitaria diseñados para sostener una adquisición rentable.
So the real question is, what game should you be playing? When the machine is this powerful, arbitrage on metrics like CPM and ROAS just don't make sense anymore. The game has changed. So the question has to change too. It's not what's a good KPI. I think it's, is there an ideal business model products, different customers, different ads. But I don't think Facebook cares about any of that. I think the algorithm rewards something deeper. Not a category, not a niche, not a product, I think the algorithm is rewarding a business model. And the companies winning today aren't customers. But they…
Escúchalo en el minuto 13:36
El cambio de métricas de vanidad a compra de clientes medible mediante el píxel
Medición y experimentosLa introducción de eventos de conversión y seguimiento directo (como el píxel de Facebook) transformó la compra de medios al pasar de optimizar por alcance e interacción a adquirir clientes calculando el retorno directo en ventas, lo que permitió el auge y escalado de marcas DTC.
to change. On October 14, 2015, Facebook released the Facebook pixel. And that changed everything. For the first time, you could buy customers with confidence. The conversation shifted overnight. You stopped asking, how many people did we reach? And started asking, how much money did this campaign make? Facebook could turn spend into sales, and the floodgates opened. The market was on a historic Soon you had a whole generation of brands. Allbirds, for example, proving that you could launch on Shopify, scale on Facebook, and hit nine figures. They did it in only three years. And at the same…
Escúchalo en el minuto 3:33
Canales de adquisiciónMeta cuenta con más de 10 millones de anunciantes activos en su plataforma, y más del 80% de ellos invierte menos de 100 dólares al día.
to double their budget. So, they went after everyone else. Today, there are more than 10 million advertisers on the platform. And over 80% of them spend less than $100 a day. Meta grew by getting
Escúchalo en el minuto 8:54
Crecimiento sostenido de la inversión publicitaria en Meta frente a las quejas por CPMs
Canales de adquisiciónA pesar de las quejas recurrentes sobre el encarecimiento de los CPMs, los ingresos publicitarios de Meta alcanzaron 196.000 millones de dólares anuales (un 22% más interanual), lo que demuestra que los presupuestos reales de las marcas continúan aumentando debido a la efectividad sostenida del canal.
$196 billion. That's how much meta made from ads last year. Up 22% from the year before, and every year we hear the same thing. Facebook ads are getting more expensive. CPMs climb, cost climb, people swear it's not like it used to be. And sure, getting so expensive, why do so many companies keep spending money on them? If advertisers truly believed Facebook ads no longer worked, we'd expect budgets to get cut, but that's not what we're seeing. Meta's ad revenue is climbing at a record pace. So whatever advertisers are saying publicly, their budgets are saying something else. Budgets don't…
Escúchalo en el minuto 0:00
Canales de adquisiciónRidge invierte más de 200.000 dólares al día en paid ads para la adquisición de nuevos clientes.
and made it modern. A simple product, and a clear promise. Today, Ridge spends well over $200,000 a day
Escúchalo en el minuto 15:26
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