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The 8 Essential Ad Types to KILL IT on the New Meta Ads Andromeda Update
19 ideas de marketing sacadas de «The 8 Essential Ad Types to KILL IT on the New Meta Ads Andromeda Update», de Perpetual Traffic. Sobre todo de canales…
- 19 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 48 min
- Publicada en 2025
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Canales de adquisiciónSolo se debe apagar un anuncio cuando concurren dos señales: el CPA está por encima del umbral objetivo y, al mismo tiempo, el algoritmo de Meta comienza a reducir o ignorar el gasto en ese creativo. Un CPA alto con gasto alto sostenido puede estar cumpliendo una función de prospección o historia de marca dentro del conjunto.
golden rules that we have now that are following is if the CPA is too high above where we want it to be and this is very important and Meta is starting to ignore slashred spend on that ad we should shut it off >> The reason why you don't want to do one or the other is because if you have an ad with high ad spend and high CPA, that's okay. That could be your founder story. Not a lot of people are going to be converting on the founder story. But if you have multiple founder stories or
Escúchalo en el minuto 33:59
El creativo asume la segmentación en los algoritmos modernos de compra de medios
Canales de adquisiciónEn los sistemas publicitarios basados en IA de Meta (modelo Andromeda), la segmentación técnica por niveles de tráfico o audiencias separadas ha quedado obsoleta; la estructura de cuenta se simplifica al mínimo (una sola campaña y un solo conjunto de anuncios por objetivo) y es la variedad del anuncio creativo la que define y filtra a qué audiencia impactar.
we have to look at is creative is doing the targeting and it's up to you to produce the creative and technical media buying didn't get harder or easier. it has just drastically changed and it has gotten easier in terms of structure, way harder in terms of optimization. And >> "No, I want to do it the old way. I want to like separate out my levels of traffic, like the old ecom ad amplifier, level one through five." No, it doesn't work that way anymore. we're using the Andromeda model of one adset, one campaign for our objective that we're trying to achieve in this
Escúchalo en el minuto 15:05
Meta Andromeda y la transición hacia el 'creative targeting'
Canales de adquisiciónEl motor de recuperación de anuncios de Meta (actualización Andromeda) utiliza IA para interpretar la propuesta de valor y el mensaje del anuncio directamente desde el creativo para decidir qué usuario debe verlo, convirtiendo la segmentación manual del media buyer en una simple sugerencia no vinculante.
what Andromeda is essentially creative targeting and that is extremely hard to grasp because for the last decade at least we dictated targeting no one else did the media buyers the strategist the person but like pressing the buttons inside of Google and meta and etc. So, Andromeda essentially takes AI and interprets what you're trying to portray in your ad as a value proposition or whatever it may be and it says, "Thank you for this ad. I believe this person should see it." Now, we get to give suggestions. We get to say, "Hey, we believe this ad should go there." And Meta is like, "That's a…
Escúchalo en el minuto 12:11
Diversificar creatividades para captar usuarios en distintas etapas de consciencia sin forzar un embudo secuencial
Canales de adquisiciónEl algoritmo de Meta utiliza el contenido del anuncio como herramienta de segmentación principal. Producir creatividades orientadas a diferentes niveles de consciencia (TOFU para reconocimiento del problema, MOFU para comparativas tipo 'nosotros vs. ellos', y BOFU para conversión directa) permite que la IA impacte directamente a prospectos en su etapa actual del viaje del comprador, incluso si nunca antes han…
>> Exactly. But now with the creative doing in an environment where AI can leverage the content diversification for the individual funnels at each one of those pieces of categories it needs to go into it will optimize much better. And this let's say we have an us versus them ad. That us versus them is middlefunnel, may be, if Meta can identify that your online activity is involved in a immune product for dogs, they may not show you the founder story. They may show you the us versus them first. but there are people at the top of the funnel that you can market today that have never heard about…
Escúchalo en el minuto 36:06
Diversificar formatos y ángulos creativos para estabilizar el gasto y reducir el CPA en Meta Ads
Canales de adquisiciónDepender exclusivamente de anuncios UGC genera una gran volatilidad de gasto diario en Meta. Al introducir creatividades estructuralmente diferenciadas (como comparativas 'nosotros vs. ellos' o desgloses detallados de características/ingredientes de producto), el algoritmo de IA identifica audiencias incrementales que no reaccionaban al UGC, estabilizando la inversión publicitaria y reduciendo el coste de…
So we see that the us versus them immediately doesn't bounce around spend. It scales. Meta is giving the ad spend to this ad on its own. Why? Because it is a different piece of content in our diversification. We went from UGC. Now we have UGC, us versus them. Okay. So do it the point is like they recognize that this is a different piece of creative that can be additive to other individuals who may have already interacted with one of your other UGC ads and so it's allocating more spend established that UGC ads will bounce around in spend, which is a media buyers nightmare when things are going…
Escúchalo en el minuto 25:27
Canales de adquisiciónEl éxito moderno en compra de medios (Meta Ads) exige abandonar viejas estructuras tácticas y trucos para 'hackear' el algoritmo. En su lugar, el media buyer debe adaptarse y trabajar en sinergia con lo que el motor de la plataforma busca, utilizando la diversificación de contenido y apalancando el algoritmo en vez de forzar métodos obsoletos.
everyone's ego has been reset. No one is a good meta advertiser anymore. the door and say, "I need to become a student of the engine again." Because media buyer, it's that the death of the media buyer that cannot adapt. hat scheme. You're actually doing what Meta wants you to do. And like all the >> Don't fall in love with the way you make look at this as in are we're not hacking the algorithm and we are actually leveraging the algorithm. We're finding ways to pull the biggest lever for the biggest result. That's our job now.
Escúchalo en el minuto 45:18
El creativo publicitario asume la segmentación y el nivel de consciencia en Meta Ads
Canales de adquisiciónEn la compra de medios moderna en Meta, el contenido y ángulo del anuncio (UGC, comparativas 'us vs them', beneficios) dictan la segmentación y detectan la profundidad del usuario en el embudo, dejando obsoleta la microsegmentación técnica mediante decenas de conjuntos de anuncios.
knows like how deep you are on the funnel by sort of creating that for you and by diversifying creative say oh well what I can get them to convert is this new ad that's clearly different it's an us versus them or maybe it's just a feature benefit one so the algorithm just knows and this is the difference remember like the only thing that you would do is you would create 30 ad sets under three campaigns, all kinds of different targeting, and then you would only put in like a max maybe four or five ads in each adset. That's all out the window. Completely out the window at Meta is using a piece…
Escúchalo en el minuto 30:24
Canales de adquisiciónEl éxito moderno en compra de medios (Meta Ads) exige abandonar viejas estructuras tácticas y trucos para 'hackear' el algoritmo. En su lugar, el media buyer debe adaptarse y trabajar en sinergia con lo que el motor de la plataforma busca, utilizando la diversificación de contenido y apalancando el algoritmo en vez de forzar métodos obsoletos.
everyone's ego has been reset. No one is a good meta advertiser anymore. the door and say, "I need to become a student of the engine again." Because media buyer, it's that the death of the media buyer that cannot adapt. hat scheme. You're actually doing what Meta wants you to do. And like all the >> Don't fall in love with the way you make look at this as in are we're not hacking the algorithm and we are actually leveraging the algorithm. We're finding ways to pull the biggest lever for the biggest result. That's our job now.
Escúchalo en el minuto 45:18
Canales de adquisiciónMeta debe actuar como la 'punta de lanza' de prospección fría por sus CPMs más económicos frente a Google (cuyos formatos Demand Gen y PMax tienden a saturarse en audiencias templadas); trasladar creativos ganadores de Meta a Google Demand Gen y canales de retención genera un efecto multiplicador en todo el embudo.
advertisers to build an omni channel fullfunnel if you do focus on meta because meta is a better cheaper faster prospecting engine than Google when comparing spend levels of CPMs. It just is period. If we start here and we can replicate our success in demand genen now we have 1 plus 1 equals 3 not which campaign. I launched a demand genen with those same three products and what was working so well in meta literally had 10 times the performance in demand genen structure your omni channel flow and why everything ties together and efficiency platforms and that is what is the tip of the spear…
Escúchalo en el minuto 43:00
Depender únicamente de UGC crea un techo de crecimiento al limitarse al fondo y medio del embudo
Estrategia de contenidosEl contenido generado por usuarios (UGC) suele funcionar principalmente como prueba social en las etapas media y baja del embudo (MOFU y BOFU). Limitar la estrategia de anuncios a solo UGC bloquea el crecimiento porque no educa ni capta a los clientes potenciales de la parte alta del embudo (TOFU) que aún no conocen su necesidad ni el producto.
>> we found our glass ceiling on UGC. What is UGC? Middle and bottom of the funnel. Choose our product because what we can do and now a person's like, well, what the hell? Who are you? I don't even know what the product is. I see that you have a happy puppy, but I don't understand why. So that's where things like our full contact diversification will educate that user. But if we only we can only grow so much by telling everybody as soon as you're at this stage of your buyer's journey, we're the best. We just missed everyone before that buyer's journey stage.
Escúchalo en el minuto 39:17
La dependencia exclusiva del formato UGC impone un techo artificial al escalado en Meta Ads
Canales de adquisiciónPautar únicamente creativos UGC genera volatilidad en el gasto y limita el escalado, ya que el algoritmo de Meta necesita variedad de formatos para impactar a distintos segmentos de usuarios. Para superar ese techo publicitario es imprescindible diversificar entre diferentes ángulos creativos (como 'nosotros vs. ellos', historias de fundadores o cara a cámara).
typically we're running UGC. And what we notice is something like this. Spend down 74%, spend up 777, then down 56%, then spend 38 up, then up 291. I mean, you're seeing bouncing around of UGC. And this makes sense with Andromeda. Why? Because this is all of the same ad type. The same ad type is simply going to cycle through variations of the creative because if UGC can do the targeting, not all UGC will be able to all do the targeting for all users. That is not All ads being only UGC will not use all UGC ads to put in ad spend to do all of the targeting for all of the users. And >> Yeah. And…
Escúchalo en el minuto 20:30
Estrategia de diversificación de contenido para la optimización algorítmica en Meta
Canales de adquisiciónEn lugar de segmentar manualmente cada etapa del embudo, conviene cargar múltiples ángulos y formatos creativos variados (como contenido generado por usuarios/UGC y anuncios comparativos 'nosotros vs ellos') dentro de un mismo conjunto de anuncios para que los sistemas de IA de Meta (Lattice/Andromeda) muestren dinámicamente el anuncio adecuado a cada usuario según su momento de compra.
You're basically throwing all of your creative into an ad set and allowing Meta to take your product and the content that you give it and show it to a user at whatever stage of the journey the right ad format, the right type of product, the right type of ad, the right type of you name it content in front of the right person at the right time in order to move them along your sort of virtual salesunnel. So what Meta has created is sort of this virtual funnel ads that these eight ads right here are the ones that you need to now push into an ad set, create ads around your talk today about the us…
Escúchalo en el minuto 5:10
La evolución de la IA de Meta (GEM) exige delegar la entrega al algoritmo en lugar del control manual
Canales de adquisiciónLas actualizaciones en los modelos de recomendación y ranking de anuncios de Meta (como el modelo GEM) procesan enormes volúmenes de datos y secuencias de comportamiento a gran velocidad mediante computación avanzada. Como resultado, las viejas tácticas de microgestión y trucos manuales pierden eficacia, y los mejores resultados se consiguen permitiendo que el algoritmo determine la entrega y colocación óptima del…
this because you as an advertiser, you as a director of marketing need to understand that the way that you were doing things prior on Meta no longer works today. had because these algorithms, these platforms are becoming so much smarter and they will allow you as an advertiser or as a marketer to be able to get results with less work. Yes, we have because of the ad ranking platform and all the performance that we're driving right now is really is allowing the algorithm to do its job. So there's four brain. It's generated ads recommendations model or gem. They're Basically, it's like having a…
Escúchalo en el minuto 0:47
Reducción del CPA de $213 a $148 al incorporar creativos comparativos 'nosotros vs ellos'
Medición y experimentosLa introducción de un anuncio comparativo de tipo 'nosotros vs. ellos' (contrastando un producto integrado de $65 frente a $195 en compras separadas de la competencia) redujo el coste por resultado habitual de la campaña de $213 a $148, permitiendo además escalar el presupuesto un 163% en sus primeros 7 días.
>> this is our us versus them. Our one bottle will give you more active mushrooms, more white turmeric, more vitamin C, more milk thistle at a cost of $65 where our competitors are going to have you're going to have to buy a turmeric bottle, a milk thistle, a vitamin C, an active mushroom, and individually it will cost you $195. So, >> We place that in the ad and our normal cost per result in this campaign is $213. This is getting a 148. And we can even see the as soon as we add it in, it's starting to scale 163% in its ad spend in the last seven days. We added about 10 days ago.
Escúchalo en el minuto 23:54
Guiar el algoritmo de Meta hacia la prospección real importando datos first-click vía CAPI
Medición y experimentosEl algoritmo de Meta tiende de forma natural a buscar conversiones fáciles reimpactando a audiencias templadas y compradores recurrentes. Importar eventos basados en atribución first-click de nuevos clientes mediante la API de Conversiones (CAPI) permite forzar al algoritmo a optimizar la entrega hacia prospección y adquisición pura.
Actually optimizing the NCAAT because this is firstclick happy imports on NC which is new customers. It's exactly what I want you to do. I can still get the 11 returning customers. That will never stop. Meta will always attempt, try, push, and figure out how to go warm. First Click Cappy imports will shift it back into the right direction, even against its will. We have bonked the AI over the head with a club, and we're dragging it to the area we want it to go.
Escúchalo en el minuto 28:10
Escalamiento de inversión publicitaria a $250.000/mes mediante diversificación creativa con segmentación abierta
Canales de adquisiciónAprovechar la diversificación de creativos UGC con segmentación completamente abierta (sin exclusiones ni públicos predefinidos) permitió desbloquear nuevas capas de audiencia y escalar el gasto publicitario a 250.000 dólares mensuales.
>> right if I if to simplify this my UGC gave me one ninth of my audience >> my one ninth of my audience got me to a quarter mill of spend a month what >> I have no targeting, no exclusions. I have nothing. I literally just said, "Thank you for your default settings. I'm going to focus on creative."
Escúchalo en el minuto 41:45
Reducción del 25% en el costo por compra mediante optimización creativa con estructura Andromeda
Medición y experimentosManteniendo un gasto publicitario semanal idéntico de 70.000 dólares, la optimización creativa bajo la estructura Andromeda (un conjunto de anuncios y una campaña) redujo el eNCAC / costo por compra un 25%, pasando de 282 a 213 dólares.
the same ad spend. Went 70 grand week one and 70 grand week 2. I mean it was 1.21% difference. There is no difference in ad spend. Now we dropped our ENCAC by 25%. So our cost per purchase went from 282 down to 213. done purely with creative. And what we we're using the Andromeda model of one adset, one campaign for our objective that we're trying to achieve in this
Escúchalo en el minuto 19:00
Plazos de aprendizaje y maduración en campañas automatizadas de Advantage+
Medición y experimentosAl implementar campañas automatizadas (Advantage+ Sales), el algoritmo requiere un periodo de rampa y aprendizaje que varía de 7 a 90 días (habitualmente unos 28 días) según el producto antes de optimizar y entender a qué audiencia prospectar.
>> It just is if it's done the right way, if you have the patience. We've run into that before because time. Some products take 28 days, some take seven days, some take 90 days. So there is that and the algorithm and the campaigns have to understand like who you're going to target like when you first start. So there's a ramp up period especially if you're switching all this over to advantage plus sales automated. There is
Escúchalo en el minuto 44:45
Incremento de conversiones de hasta 5% con Meta Reels
ConversiónLas pruebas realizadas en la plataforma de Meta muestran que el formato Reels puede aumentar las conversiones publicitarias hasta en un 5%.
test where Meta Reels actually increased conversions by up to 5%. There's a very
Escúchalo en el minuto 5:00
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