Marketero · Entrevistas
Stop Running Vanilla Ads! The Rule Of 6 That Scales Meta Ads Fast
14 ideas de marketing sacadas de «Stop Running Vanilla Ads! The Rule Of 6 That Scales Meta Ads Fast», de Perpetual Traffic. Sobre todo de canales de…
- 14 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 31 min
- Publicada en 2026
Ver la entrevista entera en YouTube
De qué habla
Las 14 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 14 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.
La verdadera diversificación creativa exige contrastes estructurales y no microvariaciones estéticas
Canales de adquisiciónModificar únicamente colores de fondo, pequeños copies o porcentajes de descuento no constituye diversificación real ante los algoritmos publicitarios; para lograr un impacto efectivo, las creatividades deben ser sustancialmente distintas entre sí (combinando, por ejemplo, fotografía limpia de producto, video UGC de cara a cámara y plantillas gráficas).
I would actually submit that you're saying 25% different. We're saying it's got to be at least like 70% different in a lot of cases. Yeah, no, they're French vanilla versus vanilla bean versus vanilla. They're not considered different now. They're too similar. And there's three pictures of it on the left-hand side. It's got the bottle on the right hand, like right aligned and a square image with some copy, very, very small copy, by the way. And then there's maybe a little bit difference in coloration, pricing, maybe a percentage off or maybe a coupon code, something like that. But it's…
Escúchalo en el minuto 12:13
Canales de adquisiciónEn lugar de lanzar un solo enfoque genérico, se recomienda desarrollar al menos seis conceptos creativos diferenciados por producto (variando ganchos, formatos como UGC, carrusel, video o estático, y combinaciones de beneficios), permitiendo que diferentes perfiles de compradores encuentren el ángulo que resuena con su motivación específica.
Like everyone has their own unique flavor of ice cream that they want. And you can have different angles and different features and benefits that you can talk about But when you're creating ads for your various products, I invite you like we use six as our benchmark to create six different flavors of ice cream. Because if you're only going to make one plain vanilla, then you're going to have one plain ad account versus finding the Cherry Garcia's, you'll have someone like Ralph so quick to buy that they're like, oh my gosh, this speaks to me. So you have to find the different angles that does…
Escúchalo en el minuto 11:09
Regla de 6 creatividades iniciales por oferta mediante ángulos y formatos
Mensaje y copywritingPara lanzar una campaña en Meta, se deben preparar al menos 6 anuncios por oferta; esto se puede lograr testeando 6 ángulos/conceptos únicos, o bien 2 ángulos desarrollados en 3 formatos diferentes (estático, video y carrusel).
I start with Lauren Petrullo saying like, OK, let's have six ads per offering. I was like, if it's not at least six different flavor ice cream ads, I don't want to run a So that's my number because it forces us to have different angles. You can do that in a static, in a video or a carousel. The point is this, is that the more diverse you go, at least to start, start off with six. I like the two options of you can create six unique flavors or you can create two unique flavors and then do three different ways that you can consume that flavor because the 25% rule comes from meta and they say…
Escúchalo en el minuto 22:47
Canales de adquisiciónLa diversificación de anuncios en Meta no se logra con variaciones superficiales de texto o fotos de producto, sino planteando ángulos, ganchos y conceptos creativos sustancialmente distintos para atraer a perfiles diversos dentro de la audiencia.
That's from Meta where if it looks too similar, like I've seen examples where it's like a product shot and then there's text on it. Like it's the copy and the creative. It's not just the image that has to be different. You can't say like get for free tonight or free shipping available. It's not diverse enough. Like I'm really trying to hone in on the ask your friends, ask your colleagues, what is their favorite flavor of ice cream? And you'll see that everyone has their distinct, unique flavor. And that's what we're looking at in your ads. Like there is no other way to do this, but do it…
Escúchalo en el minuto 15:34
Análisis de recompra mediante el desglose de atribución en Meta Ads
Medición y experimentosEl desglose de atribución en Meta Ads permite contrastar la 'primera conversión' frente a 'todas las conversiones', identificando qué porcentaje de usuarios realiza recompras o registros secundarios dentro de la ventana de atribución activa.
you can go into the breakdown inside of ads manager, go into attribution. But there's one now called attribution. And you can see inside of a sales campaign, if the results you have are a first conversion or all conversions. So you're now starting to see if an ad leads to secondary conversion inside of your ad account, which is great if you're buying, if you're getting someone to repeat purchase, or if you have leads and they're re-signing up for additional lead magnets, you're getting more information about how many individual results you're getting from a user. But they're showing now in…
Escúchalo en el minuto 17:41
Aplicar diferenciación creativa sustancial (regla del 25%) en anuncios de Meta
Canales de adquisiciónPara que los algoritmos de plataformas como Meta optimicen eficazmente y no sufran de fatiga o indiferenciación ('ad blurriness'), las variaciones de anuncios deben ser sustancialmente distintas entre sí (al menos un 25% de diferencia conceptual o de formato) en lugar de cambios cosméticos mínimos como alternar colores de vestuario o accesorios.
So when you're looking at your ads and you're leveraging creative diversification, we always talk about how Andromeda and Meta demands diversification. And we've talked exhaustively that it's not, you know, Lauren with a pink shirt, Lauren with a blue shirt, Lauren with a microphone, Lauren without a microphone. It has to be at least 25% different. Those numbers come from Meta, not me. And we say it's cuckoo crazy different. Otherwise, it's just ad blurriness. So everything looks like vanilla.
Escúchalo en el minuto 7:49
Medición y experimentosNo se debe confiar únicamente en las métricas de atribución dentro del administrador de anuncios de Meta, ya que no reflejan la totalidad de los datos de conversión. Es fundamental contrastar el rendimiento publicitario con la fuente de verdad del negocio (el CRM o la pasarela donde se cobra el dinero) para tomar decisiones de optimización basadas en ingresos reales.
And like when you go into your ad account, you can't rely on the in-app metrics. source of truth, because inside meta, it's still, I mean, as much as they've modeled the data and made it a hell of a lot easier and better, there is still a lot of data that's missing inside of meta. So you always have to double check this against what's going on inside your source of truth, which is your CRM, wherever you collect the money. The point is this, it's like you need some other source of truth that shows the data that's actually being pulled from the actual sales because meta won't show it to you.
Escúchalo en el minuto 25:24
Función de los anuncios alimentadores ('feeders') frente a los de cierre directo
Medición y experimentosEl éxito de una pieza creativa no debe juzgarse exclusivamente por su CPA directo: ciertos anuncios con alto gasto y retención actúan como 'alimentadores' que descubren e interesan a la audiencia, facilitando que otros anuncios del conjunto logren la conversión final.
It's not solely determined by CPA. But the key is this, is that the ads that are getting impressions and hook rate, hold rate, we talked about that in previous episodes, getting impressions and getting spend might not be the ones that are actually getting the conversion. They are the ones that are almost feeding the other ads to sort of get the interest. The Ricky Bobbies out there that are like, let me, the feeder of let me find you an audience. It's curating the audience and it's this incrementality lift.
Escúchalo en el minuto 16:36
Las variaciones de anuncios en Meta deben diferir al menos un 20% para evitar el solapamiento visual
Canales de adquisiciónPara lograr una diversificación creativa efectiva en plataformas como Meta y evitar la pérdida de nitidez o fatiga del anuncio ('ad blurriness'), las distintas versiones de creativos deben tener una diferencia mínima del 20% entre sí.
We always talk about how Andromeda and Meta demands diversification, And people are like, well, how many different versions? It has to be at least 20%. Those numbers come from Meta, not me. Otherwise, it's just add blurriness.
Escúchalo en el minuto 0:03
Mensaje y copywritingLos anuncios genéricos que intentan gustar a todo el mundo no generan rechazo pero tampoco despiertan el deseo apasionado de compra; diseñar piezas con ganchos y ángulos sumamente específicos y atractivos permite conectar de inmediato con el cliente ideal y cerrar conversiones sin requerir fases extensas de prueba o consideración previa.
That's the perfect segue into this because what I want everyone listening to take away from this is to question yourself, are you selling vanilla ice cream? Are all of your ads vanilla? Are they ads that by themselves are going to get someone like Ralph to order two scoops without even tasting or is it like, okay, like people don't hate vanilla, but no one like really loves vanilla and chooses it. But most of the time when I'm looking at ad accounts or when we're looking at stuff, the ads themselves are vanilla. They are like good enough for everyone, but no one's actually falling in love…
Escúchalo en el minuto 6:35
Mensaje y copywritingLos anuncios genéricos que intentan gustar a todo el mundo no generan rechazo pero tampoco despiertan el deseo apasionado de compra; diseñar piezas con ganchos y ángulos sumamente específicos y atractivos permite conectar de inmediato con el cliente ideal y cerrar conversiones sin requerir fases extensas de prueba o consideración previa.
That's the perfect segue into this because what I want everyone listening to take away from this is to question yourself, are you selling vanilla ice cream? Are all of your ads vanilla? Are they ads that by themselves are going to get someone like Ralph to order two scoops without even tasting or is it like, okay, like people don't hate vanilla, but no one like really loves vanilla and chooses it. But most of the time when I'm looking at ad accounts or when we're looking at stuff, the ads themselves are vanilla. They are like good enough for everyone, but no one's actually falling in love…
Escúchalo en el minuto 6:35
Distinción entre contribución y atribución en publicidad pagada
Medición y experimentosEl anuncio que registra la conversión final recibe la atribución, pero múltiples anuncios previos con distintos ángulos ('sabores') contribuyeron decisivamente al reconocimiento y a la venta, por lo que apagar anuncios que no muestran conversión directa daña la incrementalidad global.
got the attribution, the attribution for the sale. All the other ads that preceded that contributed. So this is contribution versus attribution. And that, I think, is the key concept for all of this. flavors that are contributing to that final click. And then you're going to see that attribution for the sale oftentimes not happen when the contribution to the sale is the stuff that's really doing the heavy lifting. And that comes from a diversified creative strategy. You do not turn ads off. You don't turn it off because then it's like incrementality and the contribution versus
Escúchalo en el minuto 20:05
Mantén diversidad de creativos activos considerando el impacto incremental, no solo la atribución directa
Canales de adquisiciónNo apagues creativos publicitarios basándote únicamente en que Meta no les atribuye compras directas de última interacción; el algoritmo suele asignar presupuesto a piezas que generan 'lift' incremental y reconocimiento previo a la conversión. Mantener una amplia variedad de ángulos y formatos permite impactar a distintos perfiles de cliente que requieren estímulos diferentes para comprar.
I'm looking in that ad account right now that we talked to that client yesterday. The video that is getting the most spend has absolutely zero purchases attributed to it. But it's still getting spend because meta, even though they're not showing us the contribution, we know there's an incremental lift. And if you do it right, you just have to be able to understand you need lots of varieties of ice cream. And don't shut them off because your audience wants to see the different versions. Because maybe you haven't found their Tcamonte yet. Like their one flavor that wins it. But you'll show them…
Escúchalo en el minuto 26:05
Incremento de búsquedas de marca en Google impulsadas por Meta Ads
Canales de adquisiciónCorrer campañas con creatividades diversificadas en Meta generó un incremento en las búsquedas de la marca en Google Search Console, pasando de unas 800 a entre 1.200 y 1.400 búsquedas, sin inversión en Google Ads.
And we noticed when we went into their Google Search Console that search terms for their name went from about 800 up to about 1,400, 1,200, thereabouts, ever since they started And when we looked in Google Console, all of that incrementality, all of that contribution to search terms that they're being searched for were all for their brand name. It came from all of the different ads that we had done prior. Or maybe it was, or maybe it was the Google search and the organic search. And we're not running Google paid ads for them right now.
Escúchalo en el minuto 20:45
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.