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The NEW BEST Way To Scale Facebook Ads
18 ideas de marketing sacadas de «The NEW BEST Way To Scale Facebook Ads», de Professor Charley T. Sobre todo de canales de adquisición, medición y…
- 18 ideas despiezadas
- Fuente Professor Charley T
- Dura 28 min
- Publicada en 2026
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Optimizar por ganancia bruta por transacción en lugar de ROAS
Medición y experimentosEl ROAS es una métrica engañosa para medir el éxito publicitario: un ROAS de 10x con AOV de $10 y CPA de $1 solo genera $9 de ganancia, mientras que un ROAS de 2x con AOV de $100 y CPA de $50 deja $50 netos por venta. El beneficio total del negocio depende de maximizar la Ganancia Bruta por Transacción (GPT = AOV - CPA) multiplicada por el volumen total de transacciones.
The first is GPT, gross profit per transaction. That's AOV minus CPA. This tells us the profit from each sale. A lot of people focus on return on ad spend, but that doesn't mean anything. A $1 CPA on a $10 AOV is a 10x ROAS, but the GPT is only $9. A $50 CPA on a $100 AOV has a ROAS of 2, but you made $50 on every transaction. You care about how much profit you make on every sale. If you're trying to increase the volume of profit, it's simply the volume of transactions multiplied by the gross profit per transaction. Make the volume bigger or the GPT bigger and the volume of profit goes up.
Escúchalo en el minuto 18:53
Canales de adquisiciónCuando la cuenta publicitaria pierde rendimiento, en lugar de lanzar nuevos anuncios, identifica y apaga el anuncio de mayor gasto que esté por debajo del 40% del presupuesto total (y por encima del 10%) que no cumpla su objetivo, forzando al algoritmo a redistribuir el presupuesto hacia creativos más eficientes.
First, you need to understand what is consuming the headroom. Any ad spending 10% or more of the budget when removed will shift how the campaign allocates budget to each ad. Any ad spending more than 40% of your budget when removed will completely change how everything works. Find the highest spending ad below that 40% threshold that isn't doing its job well enough and turn it off. Removing that liability is the simplest, safest, and highest confidence move to get you back to a yes on move number one.
Escúchalo en el minuto 6:33
Escalado marginal condicional en compra de medios
Canales de adquisiciónEl escalado marginal incrementa el presupuesto publicitario (por ejemplo, 5%) únicamente cuando el CPA promedio de los últimos 7 días tiene suficiente margen frente al objetivo (por ejemplo, superándolo en un 10%). Para proteger la rentabilidad y evitar un crecimiento descontrolado, la regla debe programarse para ejecutarse solo 2 o 3 veces por semana.
Marginal scaling is different. It's conditional. It's always on. But it only fires when the headroom allows it. Going back to our example, target CPA of $50, if we want to increase the budget by 5%, we need to be beating that $50 target by 10% from the rule of never scaling by more than half. That means anytime we're at $45 or cheaper on a trailing 7-day average, we're allowed to scale the budget by 5%. One important stipulation with marginal scaling, we do not let it fire every day. We run it 2 or 3 times a week. I like Monday, Wednesday, Friday. This way we don't get the runaway compounding…
Escúchalo en el minuto 13:56
Medición y experimentosEl único objetivo de testear creativos es habilitar el aumento del presupuesto total de la campaña. Si el nuevo anuncio absorbe gasto y mejora el rendimiento global, no lo toques ni lo apagues, solo escala el presupuesto; si absorbe gasto sin mover la aguja general, apágalo sin importar su CPA o ROAS individual; si no gasta por competir contra anuncios ya consolidados, aplícale un gasto mínimo de ~20% para forzar la…
Once you publish, there are three possible outcomes. One, the ad set gets spent, the new ads soak up the budget, and performance gets better. you have created more leverage so you can increase the budget. And that is the only thing you do. You don't turn the test off. You don't move post IDs. You don't mess with it. Two, it soaks up a bunch of budget, and it doesn't move the needle enough to buy the leverage that gets you to say yes on increasing the budget. In that case, regardless of what any CPA or ROAS metric says, it's a failure. Turn it off. Launch a new one. And three, it doesn't get…
Escúchalo en el minuto 26:34
Metodología de prueba creativa con anuncios dinámicos 3:2:2
Mensaje y copywritingEl formato 3:2:2 se compone de 3 creativos, 2 textos principales y 2 titulares con ángulos sustancialmente diferenciados. Para validar una hipótesis, conviene lanzar dos intentos simultáneos del mismo concepto con ligeras variaciones; si ambos fallan se descarta el ángulo, evitando decisiones basadas en pruebas binarias de un solo anuncio.
I also highly recommend that you don't launch just one 322 ad. Launch two attempts at the same concept, trying to solve the same problem, just slightly different variations. If you only test one ad, you're essentially asking, is this ad good, yes or no? You learn nothing from that. It's a binary outcome. If you test two, you can understand whether the concept works, and if so, which version works better. And if neither works, don't test the concept again. Now, a 322 ad is simple in construction. Three creatives, two primary texts, two headlines. Starting with the headlines, they need to be…
Escúchalo en el minuto 23:35
Canales de adquisiciónPara escalar el gasto sin romper el rendimiento de una campaña, incrementa el presupuesto en fracciones pequeñas que nunca superen la mitad del margen disponible (headroom), asegurando que incluso si el gasto extra produjera cero conversiones adicionales, el resultado global seguiría siendo aceptable.
And there's one golden rule that governs how we do it. We never leverage all of the opportunity at once. Your job is to add load in small enough increments that if you got no extra conversions, you'd still be happy with the result. And because smaller increases are more stable, we're less likely to break what's already working. My best practice is to never increase by more than half of your headroom.
Escúchalo en el minuto 8:40
Medición y experimentosPara evaluar anuncios en Meta Ads se deben contrastar cuatro indicadores frente al promedio diario de la campaña: el gasto indica qué prefiere impulsar el algoritmo; la frecuencia diaria relativa define la altura en el embudo (menor al promedio es prospección, mayor es retargeting); el CPM refleja la experiencia del usuario y costo de inventario; y el CPA debe juzgarse según su posición (los anuncios de retargeting…
Both of them are built around the 4PI. 4PI is the four performance indicators that tells us how the machine is using our ads. Spend tells you how much the machine is investing in that ad. Frequency shows us where in the funnel that ad is. We need to look at the buy day breakdown. The higher the frequency number, the lower that ad sits in the funnel. What you have is a baseline, the overall performance of your campaign. any ad with a daily frequency lower than 1.23 is higher in the funnel. Any ad with a daily frequency higher than 1.23 is lower in the funnel CPM tells us the price of the…
Escúchalo en el minuto 16:11
Canales de adquisiciónPara escalar cuentas publicitarias sin desestabilizarlas, opera con una secuencia fija de tres pasos: 1) Subir presupuesto si existe margen (headroom); 2) Si no hay margen, aplicar 'adición por sustracción' apagando anuncios ineficientes; 3) Si no se puede apagar nada, testear nuevos creativos para recuperar apalancamiento.
And it starts with just three moves. Three moves, three jobs, always run in the same sequence. Move number one is the budget move. If you have the headroom to increase the budget, just do that. If you don't have the headroom to increase the budget, the next move is addition by subtraction. If no ad fits this profile, instead of removing an ad, we have to move to step three. This is where creative testing fits into the strategy. The test got spend, and the campaign is now good enough to say yes to step one. We can now increase the budget.
Escúchalo en el minuto 5:16
Reglas de diseño del método de prueba de anuncios 3:2:2
Canales de adquisiciónAl configurar un anuncio dinámico 3:2:2 (3 creativos, 2 textos, 2 titulares), los tres creativos deben compartir el mismo formato (todo video o toda imagen con la misma relación de aspecto) y validar un único ángulo o concepto de marketing homogéneo, ya que el objetivo no es encontrar permutaciones ganadoras sino validar si ese concepto resuelve un problema del embudo.
Now, the creative, which is probably the most misunderstood part of a 322 ad. First, all three creatives should be the same format, the same aspect ratio, and either all video or all images. Second, they should all represent the same marketing angle, the same concept, three images about features and benefits, or three videos that are UGC testimonials. They should all be basically the same, and that goes for both 322 ads that you're launching. Third, and this is what almost everybody misunderstands, the 322 is the ad. It has 12 permutations in it, but you're not testing 12 different ads…
Escúchalo en el minuto 25:27
Evaluar el 'headroom' o margen de CPA antes de escalar campañas
Medición y experimentosPara decidir si se puede aumentar el presupuesto de una campaña no basta con estar en el CPA objetivo; se requiere evaluar la brecha ('headroom') entre el CPA real y el CPA máximo tolerable, ya que ese diferencial es el amortiguador indispensable para absorber la pérdida de eficiencia inevitable que ocurre al añadir volumen.
Here's the number. Let's say your target CPA is $50. That's the most you can pay for a sale and still get the business results that you need. And let's say your actual trailing seven-day CPA is $45. The important thing is the gap. That $5 between where you are and where you're not allowed to go anymore, that is headroom. It's the only thing that makes scaling more survivable. Because the load you're about to add has to land somewhere. $45 against a $46 target has almost no headroom at all. Which is why the goal was never to hit your target. The goal is to always have headroom. If you decide…
Escúchalo en el minuto 3:11
Canales de adquisiciónPara recuperar eficiencia en campañas de anuncios cuando no es posible escalar el presupuesto, se deben pausar los anuncios que consumen entre el 10% y el 40% del presupuesto total teniendo un CPA superior al promedio y un rendimiento inferior a la media. Esta poda debe ejecutarse únicamente 2 o 3 veces por semana para permitir la estabilización algorítmica.
The simplest way to do this is to sort your ads by spend. Find any ad that spent at least 10%, but no more than 40% of the budget where the CPA is above average and the GPT is below average. That ad is soaking up a ton of money so that you can pay more money to buy a worse customer. The opportunity cost is crushing your profitability and it makes zero sense to keep it running. If we can remove that ad, everything gets better overnight. And for the same reason that marginal scaling fires only two or three times a week, we make move number two two or three times a week. We have to let the…
Escúchalo en el minuto 20:23
La pérdida temporal de eficiencia al aumentar presupuesto publicitario es un comportamiento estructural normal
Canales de adquisiciónAl subir el presupuesto publicitario, la plataforma necesita explorar audiencias más frías o más arriba en el embudo para encontrar volumen, lo que provoca una caída temporal del ROAS y aumento del CPA; recortar el presupuesto por pánico en esta fase corta el ciclo de estabilización del algoritmo.
Because the moment you increase the budget, you're adding load to the machine. You're asking your ads to do more work, reach more people, find more conversions. As spend goes up, more of that money moves higher up in the funnel because that's how you find more people to convert. Temporary loss of efficiency isn't a malfunction. It's the machine doing exactly the job you asked it to do. Almost every time you're going to see a drop in performance followed by a recovery, if you gave it the time to recover. But most people see the cost go up, immediately assume something's broken, and pull back…
Escúchalo en el minuto 0:37
Mensaje y copywritingPara redactar un anuncio eficaz, divide el mensaje entre la parte visible (above-the-fold) y la oculta (below-the-fold): coloca una idea completa arriba que motive hacer clic en 'ver más', añade un llamado a la acción inmediato justo debajo y concluye abajo aportando argumentos adicionales para quienes no compren de inmediato.
understand that you now have an above-the-fold and below-the-fold opportunity. You should have a complete thought above the fold that earns the click on the see more and an immediate call to action right below it. And then finish the conversation below that. You tease, ask for the sale, and then give other reasons a click if somebody doesn't say yes right away.
Escúchalo en el minuto 25:07
Mensaje y copywritingPara redactar un anuncio eficaz, divide el mensaje entre la parte visible (above-the-fold) y la oculta (below-the-fold): coloca una idea completa arriba que motive hacer clic en 'ver más', añade un llamado a la acción inmediato justo debajo y concluye abajo aportando argumentos adicionales para quienes no compren de inmediato.
understand that you now have an above-the-fold and below-the-fold opportunity. You should have a complete thought above the fold that earns the click on the see more and an immediate call to action right below it. And then finish the conversation below that. You tease, ask for the sale, and then give other reasons a click if somebody doesn't say yes right away.
Escúchalo en el minuto 25:07
Multiplicación de presupuesto por interés compuesto al 1% diario
Canales de adquisiciónIncrementar el presupuesto de anuncios un 1% cada día duplica el gasto diario cada 70 días por efecto del interés compuesto (regla del 70), alcanzando al final de un año un gasto 37.8 veces mayor al inicial.
But what about 1%? 1% a day would take 70 days to double your budget. And interestingly enough, it would take another 70 days to double it again. There's a thing called the rule of 70. So what happens at the end of a year? 1% a day, you end up spending 37.8 times as much, which is almost identical to what we Adding 1% a day starting at $100 leaves you at $37.80.
Escúchalo en el minuto 12:10
Canales de adquisiciónEl escalado fraccional aplica un aumento porcentual diario constante apoyado en el interés compuesto. Aunque incrementos superiores al 1% diario son insostenibles a largo plazo, sirven como método rápido para descubrir el techo máximo de volumen y rentabilidad de una cuenta antes de cambiar a escalado lineal o marginal.
The mechanics are the same. A small controlled increase on a schedule, but it's the same percentage change every time. Fractional scaling leans on the principle of compounding interest. Fractional scaling at anything over 1% is completely unsustainable for most accounts, but you reach the upper threshold of your leverage much faster. And that is the goal. Get to the ceiling as quickly as possible, and then change the strategy. Either you drop back down to linear scaling, or you move to strategy 3, which is called marginal scaling. Fractional scaling is basically seeing how long it runs before…
Escúchalo en el minuto 11:10
Diagnóstico de necesidades de creativos según métricas de entrega
Medición y experimentosPara saber qué tipo de anuncio probar, analiza la frecuencia, el CPM y el CPA: si la frecuencia es baja y el CPA es alto, el problema está en la parte baja del embudo (se requieren anuncios de conversión directa y cierre); si la eficiencia es buena pero la frecuencia y los CPM son altos al intentar escalar, el problema está en la parte alta del embudo (se requieren creativos de atracción amplia).
Do we have an upper funnel problem or a lower funnel problem? With the 4PI analysis, you should already know whether you have an upper funnel problem or a lower funnel problem. If your ads aren't efficient enough, your frequency is low and your CPA is high, introduce lower funnel ads. If you have great efficiency, but your frequency and CPMs are high and every time you scale the budget, everything gets worse, you have an upper funnel problem.
Escúchalo en el minuto 21:28
Criterio de colocación de nuevos anuncios y uso de CBO
Canales de adquisiciónEn Meta Ads se debe utilizar CBO (presupuesto a nivel de campaña) en lugar de ABO para evitar la microgestión que limita la escalabilidad. Al introducir nuevos anuncios, colócalos en un nuevo conjunto de anuncios solo si el presupuesto permite sacarlo de la fase de aprendizaje; si no es posible, introdúcelos dentro del conjunto existente.
And the answer to the second question is easy. We never use ABO, always CBO. If the only way your account works is by you micromanaging it, that means the only way it scales is by you doing more work. For the first question, same ad set or new ad set, it's also actually a really simple decision. Can you afford to get a second ad set out of learning? If the answer is no, the new ads go in the existing ad set alongside what you're already running. If the answer is yes, put those new ads in a new ad set.
Escúchalo en el minuto 22:51
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