Marketero · Entrevistas
Stop Using Old Meta Ad Tactics! Try This in 2026
16 ideas de marketing sacadas de «Stop Using Old Meta Ad Tactics! Try This in 2026», de Perpetual Traffic. Sobre todo de canales de adquisición, mensaje y…
- 16 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 38 min
- Publicada en 2026
Ver la entrevista entera en YouTube
De qué habla
Las 16 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 16 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.
El modelo de la «séptima cita» en publicidad: la atribución de confianza es acumulativa
Canales de adquisiciónLa decisión de compra en paid media es el resultado acumulado de ver la marca en múltiples contextos y formatos a lo largo del tiempo, no solo del anuncio final donde se hace clic. Apagar piezas publicitarias que parecen de bajo rendimiento directo puede romper la construcción progresiva de confianza necesaria para que el prospecto finalmente convierta.
So there's the ice cream version and then there's a stick it in method, which is where you think about when you're courting someone and you're going on a date and it's like, you're not proposing marriage on date one, at least predominantly in like US cultures, right? So it takes, you know, one date, two dates, three dates, seven dates, maybe before, you know, you decide to engage in the next level of your relationship. And it's not that on the seventh date, because you took me to sushi, I've decided now we are going to level up our current relationship status. It's the culmination of, we went…
Escúchalo en el minuto 21:43
Canales de adquisiciónLas estrategias basadas en fragmentar cuentas con cientos de campañas y conjuntos de anuncios para «hackear» el algoritmo de Meta son obsoletas; la mayor eficiencia actual se logra adoptando las recomendaciones oficiales de la plataforma y dejando operar a sus sistemas automatizados de IA.
But the shift I think now is that back then and even into the late 2000s, into like 2010, into the 2000 teens, the way to win on meta slash Facebook was to hack the algorithm. Was to, you know, do 700 ad sets with 80 campaigns and 640 ads. However, everything that we're doing right now, read the literature and we'll leave links in the show notes for this, is we're actually doing what meta is advising us to do. Which is so foreign to a lot of like old school internet or digital marketers is the only way for me to win is to hack the algorithm. He's like, I'm just doing what they're telling me…
Escúchalo en el minuto 6:20
Canales de adquisiciónSi una estrategia o configuración publicitaria está funcionando, no debe eliminarse; sin embargo, ante síntomas de estancamiento como aumento de CPMs o menor eficacia al escalar, es necesario auditar la cuenta y adaptarse a los motores de recuperación e IA de las plataformas.
If it's working, don't kill something that's working. If it's working, keep it. And you can scale it and try it. But if you're finding yourself not scaling the way that you want to, you see that your CPMs are rising, you're watching that the efficacy of your marketing is going down. These are some of the ways that you can evaluate from the meta ad side that you can ask your agencies or ask your media buyers or ask your team and say, how might we evaluate to best leverage meta advertising and the programmatic AI behind the engine that retrieves ads to put in front of your ideal customer in the…
Escúchalo en el minuto 4:06
Diversificación creativa real en Meta Ads frente a variaciones superficiales
Canales de adquisiciónMeta no considera diversificados los anuncios que solo modifican fondos, insignias o pequeños cambios de copy; la verdadera diversificación algorítmica y de audiencia requiere alternar formatos y ángulos estructuralmente diferentes (contenido de creadores vía whitelisting, historias del fundador, cara a cámara y anuncios comparativos 'nosotros contra ellos').
And at the center of all of this is creative diversification. And people understanding what that really means is true, diverse, creative. There's a document from Meta, which we'll leave links in the show notes for that, which shows exactly what Meta considers similar ads. And if you're just changing the background and have the same product picture with slightly different copy with the same angle, Meta looks at that as the same ad. Even if you might say very different things in the copy, you might have different colors on your badge that says, you know, whatever the price is off or whatever…
Escúchalo en el minuto 11:17
Canales de adquisiciónEn lugar de saturar a la audiencia con un único ángulo o gancho publicitario repetido, se deben desarrollar creatividades con múltiples enfoques (historias de fundadores, ingredientes, dinámicas de pareja, comparativas) y formatos variados. Esto permite que los algoritmos de plataformas como Meta encuentren qué mensaje resuena con cada perfil de comprador.
But this is creative diversification. Like what we're talking about is creative diversification. It's like that's diverse instead of like one angle, one thing. And it's clear, like if Meta had different diverse creative, they would then figure out which ad to show me in my instance primarily on Instagram at this point. That's the reason why they are not using creative diversification. It's like one angle, beat it over their head all the time. The same methodology, the same benefit, the same feature.
Escúchalo en el minuto 27:08
Canales de adquisiciónDividir campañas en exceso, forzar jerarquías manuales y pausar anuncios solo porque no registran conversiones directas inmediatas (prácticas heredadas de métodos antiguos) interrumpe negativamente el sistema de aprendizaje y distribución algorítmica de Meta.
They're like, oh, I'm going to do like the old Michigan method thing. And I'm going to break up all my campaigns. And I'm going to force rank everything. And I'm going to shut off these ads because they don't have any conversions. And I'm going to just mess up the whole algorithm. And they're screwing themselves because we're hearing this all the time.
Escúchalo en el minuto 2:00
Mensaje y copywritingDepender de un solo ángulo comunicacional en los anuncios limita la captación; es necesario testear múltiples ángulos (como durabilidad, comodidad, sostenibilidad o casos de uso específicos) para apelar a distintos perfiles de cliente y evitar la fatiga publicitaria.
If there's one thing that we can conclude here is if you look in your ad account or your team looks in their ad account and they're hitting everyone with the same angle. Like, well, it's because you're hitting them with one angle. Like that's only one thing that one person, one type might, it may or may not. But durability, durability. Waterability, talk about sustainability. It's about the comfort level. But the point is this, is that the bottom line is like if you look in and you see one angle and you're even bored by your own advertising, it's time to diversify. At least do like three or…
Escúchalo en el minuto 31:11
Mensaje y copywritingNo es necesario cambiar de público objetivo para diversificar los anuncios: se puede mantener un único perfil de cliente ideal (ICP) atacándolo con múltiples ángulos (la historia de origen del fundador, comparaciones frente a la competencia, desglose de beneficios específicos y variedad de formatos visuales) en lugar de insistir en un solo formato estático de producto.
However, we're showing seven different ways to explain the same things through creative So you can't have one ICP with seven different angles on it. And that's still diverse creative, as long as they're not all images with just a picture of a dog, you know, and the product that we're doing like all kinds of other things, talking about like the evolution of why the product actually came to be, why the owner and the founder, you know, came up with this product because his dog had this immunity The point is this, is that you can have one ICP as long as you have diverse messaging that goes along…
Escúchalo en el minuto 20:26
ConversiónEl rendimiento publicitario depende más de la calidad del producto, los testimonios, la optimización de la página de destino y el flujo de datos hacia la plataforma que de la sobrecomplicación técnica de la estructura de conjuntos de anuncios.
2026 like you win by personalization and relevancy and you will lose if you're focused on the hack and not the actual product. Is your product good? Do you have testimonials that speak to it? Do you have a good what happens after the click? Is the destination great? Is the data flowing back into Metagrate? Put the energy there, not stacking these overcomplicated ad sets where you're just And if you're spending more time figuring out who to target and which buttons to click and how to organize your ad account and all that stuff, you're putting your time in the wrong focus.
Escúchalo en el minuto 30:38
ConversiónLos comentarios en los anuncios pagados operan como las reseñas en un marketplace; contar con un equipo que responda y dinamice esas conversaciones ayuda a convertir no solo a quien comenta, sino a la multitud de usuarios pasivos que leen los comentarios antes de decidir su compra.
Do you have a team that's responding to the ads? I argue all the time that comments on ads are the equivalent of reviews on Amazon. People don't buy without creeping the reviews. If you have comments on your ads and you are not using the comments in a way to leverage that individual to become a customer and all of the looky-loos to become a customer, you're missing out largely.
Escúchalo en el minuto 10:27
Canales de adquisiciónLimitar las campañas de anuncios a un único perfil de cliente (ICP) con un mensaje genérico reduce drásticamente los resultados. En su lugar, se debe implementar diversificación creativa creando múltiples variantes de anuncios dirigidas a 8, 10 o 15 puntos de dolor o deseo específicos; esto permite resonar profundamente con distintos subsegmentos y crear evangelizadores de marca en vez de compradores indiferentes.
And what I mean with creative diversification is, for those that like Cherry Garcia, for those So the point is, if you are an ice cream, you cannot sell me and you the same way. But so, like, you want to make creative diversification so that you're Baskin Robbins. So when you're doing creative diversification, you're creating to try to get the Cherry Garcia's. But you're trying to make the Cherry Garcia because those people love it and will die by it. And you're creating evangelists, not customers. We don't have an ICP anymore. Otherwise, if you're doing the ICP, you're creating vanilla. It…
Escúchalo en el minuto 15:58
El anuncio cualifica a la audiencia; la página de destino completa la conversión
ConversiónEl anuncio publicitario no es responsable de cerrar la venta por sí solo, sino de captar e introducir una audiencia cualificada para que la página de destino culmine la conversión. Atribuir todo el fracaso de una campaña al anuncio suele ocultar fricciones en la experiencia posterior al clic, como páginas lentas, formularios excesivamente largos o demasiados pasos y upsells antes de la compra.
I would say it's better to invest your time in ensuring that the product and that the destination when you send people to is good because the ad is not responsible for the wholesale. The ad is to curate a qualified audience to introduce a product or service to so that the landing page or the destination can finish the conversion. This is a team effort. Like, you need to create a verification, but you also need to have a hard conversation with yourself of is the ad maybe doing great, but then the destination that they're getting to is falling flat. Like, you just got to take ownership of the…
Escúchalo en el minuto 35:26
Centrar cada anuncio en un único beneficio en lugar de saturar con toda la oferta
Mensaje y copywritingUn anuncio no debe intentar listar todas las funciones, características o productos de una marca a la vez. Es más efectivo destilar el mensaje hacia un solo beneficio o producto específico por pieza creativa, delegando la variedad a la suma de distintos anuncios enfocados.
Like stop trying to make a Chinese size menu and from an ad. I go to where it's like there's just too much. Condensing it all to one. You don't want your ads to be a book. People are going to the restaurant for one particular dish. Well, I mean, one ad to be like, we have 700 different things. You want to really distill in a simplistic way, almost like what they had done in Madman
Escúchalo en el minuto 29:15
Canales de adquisiciónDistintos anuncios cumplen roles complementarios en el proceso de compra (por ejemplo, el usuario descubre y conecta mediante un anuncio de creador, pero compra a través de un anuncio comparativo); apagar creativos que atraen volumen e impresiones solo porque no registran la última conversión puede desarticular el embudo publicitario.
Like, they're engaging on the creator content sort of whitelisting ad, but then they're actually buying on the us versus them ad. And that's what real diversification is all about. It's hitting people at different angles at the right time and then not necessarily shutting off the ones that are getting all the impressions. It's like, don't shut off your winning ads. Well, even don't shut off your losing ads. Don't shut off ads. Because the piece about the creative diversification and the different angles, like, the way that I like to describe it is, like, there's two scenarios.
Escúchalo en el minuto 13:42
La complejidad artificial en campañas de anuncios responde a la justificación del trabajo del media buyer
Canales de adquisiciónLa resistencia a simplificar estructuras publicitarias y apoyarse en la automatización suele originarse en la necesidad de agencias y traffickers de justificar su tarifa y tiempo de dedicación mostrando un volumen elevado de tareas manuales.
I'm going to say something that is going to piss off some people. And sorry, but I think a lot of it is justification of the rule. I think it's easier to show that, look, I'm doing the work. Look at all these extra things I'm doing. So let me justify my role on the account where I think there is an evolution that we should spend.
Escúchalo en el minuto 9:35
Reducción del 40% en CPA al confiar en la optimización algorítmica de anuncios
Medición y experimentosPermitir que el algoritmo de Meta gestione la entrega publicitaria sin pausar manualmente anuncios que parecían no convertir generó una reducción del 40% en el costo por adquisición (CPA) al cabo de dos semanas.
Our CPA is down 40%. I mean, I've got clients saying, why are you guys, why aren't you shutting off these ads over here in your ad? And then they're like, two weeks later, like, oh, I guess you guys actually know what you're doing. Our CPA is down 40%. Seriously, like that's happened on at least three or four calls.
Escúchalo en el minuto 0:10
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.