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The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 2
15 ideas de marketing sacadas de «The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 2», de Perpetual Traffic…
- 15 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 33 min
- Publicada en 2025
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Evitar el 'método de graduación' en Meta Ads y escalar creativos 'in situ'
Canales de adquisiciónMover un anuncio ganador desde una campaña de pruebas a una campaña de escalado ('graduation method') daña el rendimiento algorítmico y reinicia el aprendizaje. Es preferible escalar el presupuesto directamente en el entorno donde el creativo demostró tracción ('scale in place').
You can do that. So, you know, I think for a long time, everybody got confused because for a long time, the the graduation method was what everybody did. They launched it and then you put in a testing campaign. If it did well, you brought it over to graduated it to a scaling campaign. You're sandbox. Now this is absolutely horrible for performance. It's horseshit. Don't do this anymore. I never taught this in any of my courses and I checked because when I heard that idea, I was like, I actually tried it and it worked in a couple of places. And so you can still scale in place if it works. Just…
Escúchalo en el minuto 9:19
Segmentación por contenido creativo y nicho específico en Meta Ads
Canales de adquisiciónEl algoritmo de Meta identifica y distribuye anuncios a audiencias hiperespecíficas mediante la lectura directa del contenido del vídeo y el copy, haciendo innecesaria la segmentación manual por intereses y multiplicando el rendimiento al personalizar el anuncio para un avatar concreto en lugar de usar un mensaje generalista.
I'm thinking of one of the education companies that we work with right now, more generalized ads just for college education credits. And then all of a sudden we just so happen to do on a nursing. And all of a sudden things just tripled like conversions tripled. And then we changed the nursing copy. And all of a sudden that then tripled performance. Like you could build that entire, but like that company, that business has six X since we started with them because we figured out one avatar. Right now, the phrase riches in the niches has literally never been more true with meta. The more that…
Escúchalo en el minuto 17:40
Minería de comentarios y foros con IA para descubrir nuevos ángulos de anuncio
Investigación de mercado y clientePara entrenar la generación continua de ángulos publicitarios, extrae comentarios de anuncios y debates en foros como Reddit, e introduce esa información en modelos de lenguaje (como ChatGPT) para iterar y estructurar variaciones conceptuales del mensaje.
So I think creative training, meaning that you're training your staff and yourself to think differently and the client to think differently about what are other angles? What are some things that we can explore? And there are a lot of different ways to do this, which are there's tools that you can, you know, utilize research on Reddit. There's tools that you can go along and scrape comments from ads. Right. And you're putting them into a document and they're saying, hey, ChatGPT, give me some other variations on this. Right. And you're using multiple tools to help you think through the…
Escúchalo en el minuto 7:37
Canales de adquisiciónPara presupuestos publicitarios reducidos (alrededor de $50 al día), se debe mantener la cuenta en una estructura simple de una sola campaña, testeando alrededor de 5 conceptos diversos al mes en lugar de grandes volúmenes. A menor escala presupuestaria, el aprendizaje requiere apoyarse en métricas blandas tempranas (como CTR y retención de video) y apalancar el contenido orgánico para validar creatividades a costo…
Yeah, I mean, it's just simplicity. It's like one campaign. You're not developing 50 new concepts a month. You're going to develop five. And they're going to make sure that they're diverse. And the good news is if you're spending 50 bucks a day, you have a huge opportunity to crank up your organic as well and test a bunch of stuff on there that costs zero. You're also just going to be looking more probably at soft metrics earlier from creative soft metrics from, you know, is this are people clicking on this? This is I mean, are people staying and looking at this video or that, you know…
Escúchalo en el minuto 11:14
Diversificación de variables visuales y conceptuales para el escalado de anuncios
Canales de adquisiciónPara escalar en publicidad digital no basta con hacer iteraciones mínimas de un anuncio ganador; es necesario lanzar conceptos netamente nuevos variando sistemáticamente el talento (creadores), la composición visual, el estilo (UGC vs. cinematográfico), el punto de vista (primera persona vs. tercera) y el contexto (demostración vs. estilo de vida).
Typically, when you do a creative audit with a brand that doesn't have a lot of creative diversity, you'll see a ton of iterations on the same idea. And they and because somewhere along the line, the advice became iterate good ideas, which isn't necessarily bad, but is virtually worthless to end around. So now we're going to look at other types of visual variation. We're going to look at what's the composition, what's the angle or the framing of that? Is it a lifestyle or is it a demo of the product? Is it a point of view from that person's point of view or is it a third person talking about…
Escúchalo en el minuto 15:23
Diversificar ángulos de retargeting usando whitelisting con múltiples creadores
Canales de adquisiciónEn lugar de impactar al prospecto únicamente desde la cuenta oficial de la marca, utiliza el perfil de varios creadores o aliados ('whitelisting'), asignando a cada uno un dolor o ángulo de venta distinto (como ahorro de tiempo, garantía o estilo de vida) para abordar objeciones diversas.
And he said, well, it was really great because they had five different whitelisting partners. I went on the website and I looked at all this stuff. And then on Instagram, I was I was followed up with three weeks or two weeks of five different whitelisting partners that each spoke to a different problem. One of them was your kids watch you work out. Another one is you don't have to drive somewhere to the gym. Like there's variation in this and they're from five different whitelisting partners. So there's five different people that you're seeing. And it's not from the brand itself, which is…
Escúchalo en el minuto 5:52
Canales de adquisiciónEn las plataformas de anuncios actuales (como Meta), el propio creativo es el mecanismo de segmentación; los algoritmos optimizan mejor con públicos amplios (o sin segmentación de intereses) dejando que los ganchos y ángulos del anuncio atraigan al cliente objetivo.
I mean, we've said it a million times on this show, but creative is, is the targeting right now. It's everything. It's everything aside from just targeting itself. I mean, I have to assume all the examples that we're using here, we're probably talking about no targeting whatsoever, maybe a little demographic age stuff, but yeah. And like I said, I think this is the biggest breakthrough that I've seen on the Meta platform since ads in the newsfeed and targeting way back when, which is the complete opposite of what it is now. It's basically, it's no targeting.
Escúchalo en el minuto 27:26
El algoritmo de Meta segmenta mejor a través de creatividades dirigidas a nichos específicos
Canales de adquisiciónEn la publicidad moderna de Meta, los anuncios genéricos basados únicamente en foto de producto y precio han dejado de funcionar. Debido a la capacidad de los modelos de Meta para interpretar el contenido del anuncio, la forma más efectiva de segmentar es diseñar mensajes y creatividades dirigidos específicamente a nichos y dolores concretos.
Right now, the phrase riches in the niches has literally never been more true with meta. The more that you can speak to a niche audience, the better off you're going to be because meta can read this. Five, six, seven years ago, all you had to show is just the picture of the thing and say, go buy it as long as the price is right. You could get success. That does not work anymore.
Escúchalo en el minuto 0:03
Los dos ejes reales de la diversificación creativa en paid media
Mensaje y copywritingLa verdadera diversificación creativa no consiste en adaptar formatos a distintas ubicaciones (Reels vs. Feed), sino en trabajar dos ejes: diversificación de arquetipos/personas (identificando nuevos nichos adyacentes y sus problemas específicos mediante Reddit, comentarios o encuestas) y diversificación de ángulos/formatos (estáticos, UGC, videos, enfoque problema-solución y estilos visuales).
But you're the same things apply creative diversity in terms of type, static, video, UGC, you know what I mean? When people when you try to describe this to folks, diversification could mean, all right, well, you got to do reels. That's not what we're talking about here. I think that when we talk about creative diversification is we talk about two prongs of this. One is the different ways that you're speaking to different segments of the customer base or potential customer base. And what are what's a segment of your customer base or what are multiple segments of your customer base that you…
Escúchalo en el minuto 11:56
Estructura mínima in-house para producción constante de creativos en paid social
Estrategia de contenidosPara internalizar la estrategia publicitaria en redes como Meta desde cero, la estructura mínima recomendada consiste en un estratega creativo (que opera como líder de procesos y elabora los briefs) y dos creadores nativos de plataformas sociales dedicados a la generación masiva de nuevos ángulos e ideas.
If you have, if you're starting from a totally blank slate and you're a CMO or growth marketing director or whatever, and you don't have this, then I would say, and you, and meta is a big part of your budget and you want to do this in-house. Got to get a creative strategist and you have to get like two creative people that are, you I mean, you can train, you need ideas is what you need. You need them to be like Instagram obsessed and you need them to like be creating new ideas that are sort of off the wall and be thinking in that way. And the creative strategist is effectively a creative…
Escúchalo en el minuto 24:33
Oferta y precioUna agencia al borde de la falta de rentabilidad cuadruplicó su facturación en un año tras reposicionarse como estudio centrado en estrategia creativa ('creative-first'), integrando flujos de trabajo de IA para destinar entre el 10% y el 20% del presupuesto de cada cliente a probar e iterar nuevos conceptos creativos.
Let's take an example of an agency that went from, he was like, oh shit, a year ago, literally in November, October of last year, this guy, he lives in Texas, super awesome agency owner. They have five employees all offshore. We're, you know, we're, you know, losing money almost. And he decided that they're going to get into creative strategy and really doubling down on saying we're creative first shop. This dude has quadrupled revenue in one year. But what he's done is he's built the system that also wraps in the AI component. It wraps in, you know, taking concepts and taking 10%, 20% of…
Escúchalo en el minuto 20:46
Excluir Instagram para enfocar el presupuesto en Facebook reduce el CPA en audiencias de mayor edad
Canales de adquisiciónAl segmentar a un público demográfico de mujeres mayores, desactivar la ubicación de Instagram y concentrar el presupuesto exclusivamente en Facebook logró reducir el costo por adquisición (CPA) en un 35%.
I talked to an advertiser last week, Miranda, Miranda from 365 Holdings. But she said that one of the things she did, they have an older woman demographic basically, and she eliminated Instagram as a test of like serving on Instagram. And they have dropped CPAs by 35% because they're just pummeling Facebook, which I was like, that's pretty cool.
Escúchalo en el minuto 27:52
La estructura del equipo creativo importa más que la configuración técnica de la campaña
Canales de adquisiciónCon la automatización creciente de Meta gestionando la compra técnica de medios, la ventaja competitiva se traslada a la operativa creativa. Los equipos deben estructurarse alrededor de roles para creación de briefings, producción de variaciones, etiquetado y medición de creatividades, análisis de rendimiento post-lanzamiento y gestión de creadores externos.
And to your point, that brings us back to us going back to being marketers, as opposed to being button pushers, that it's all about like how you manage the ad account. It's becoming less so about that and letting meta do a lot of that work for you. I heard somebody say that your campaign structure doesn't matter as much as your creative org chart. So, you know, it's like you need someone who can brief, who can build new versions of stuff, who can tag things and run a system of tagging properly, who can run post-launch performance breakdowns, who can set up whitelistings, set up creator…
Escúchalo en el minuto 4:10
Requerimientos de volumen creativo mensual para escalar cuentas a presupuestos millonarios
Canales de adquisiciónCuentas que escalan a niveles de gasto de más de un millón de dólares mensuales llegan a requerir una producción de 299 conceptos nuevos netos al mes y hasta 1.506 variaciones de anuncios producidas mensualmente para sostener la adquisición.
Like if you're going to make money on this, it has to be fast and it has to be like, we're, you know, we're talking 10 to 15 to 20. And he, they're spending a ton of money, but to that point, that's really the metric that So Zach's net new concepts, month of October, 25, 299. So here's June, July, August, September, October. 86, 123, 159, 275, 299 net new concepts. Total output in October, 25, 1506 new ads. No, we're talking like, we're talking like million plus a month, right? I mean, I would think at least maybe a couple of million, but you get just scale it down about those numbers, even…
Escúchalo en el minuto 26:59
Salario de referencia de un estratega creativo en EE.UU.
Estrategia y decisiones de negocioContratar a un estratega creativo cualificado basado en Estados Unidos tiene un costo de mercado de referencia de aproximadamente $100.000 dólares anuales.
But like for a good creative strategist in the United States, like you're paying $100,000 for this person pretty easily now.
Escúchalo en el minuto 24:23
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