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This Facebook Ads Lie is Killing Your Business!
23 ideas de marketing sacadas de «This Facebook Ads Lie is Killing Your Business!», de Professor Charley T. Sobre todo de medición y experimentos, canales…
- 23 ideas despiezadas
- Fuente Professor Charley T
- Dura 32 min
- Publicada en 2026
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Medición y experimentosNo optimices campañas midiendo únicamente el volumen total de transacciones genéricas. Configura un evento de conversión personalizado filtrado por el ID específico (product ID o content ID) del producto Hero para evaluar qué anuncios adquieren a los clientes más valiosos.
The second thing we need is a way to track the sale of the Hero product specifically, not purchases in general. And this is where 90% of accounts I see are getting it completely wrong. Tracking purchases tells you how many transactions occurred. It does not tell you what you sold. not by the volume of sales of the product that fundamentally moves the needle on the bank account. What we're going to do is create a custom conversion event for the Hero product. We're going to name it after the product, whatever came out of step one as a recommended acquisition product. And we're going to set it…
Escúchalo en el minuto 21:33
Medición y experimentosNo optimices campañas midiendo únicamente el volumen total de transacciones genéricas. Configura un evento de conversión personalizado filtrado por el ID específico (product ID o content ID) del producto Hero para evaluar qué anuncios adquieren a los clientes más valiosos.
The second thing we need is a way to track the sale of the Hero product specifically, not purchases in general. And this is where 90% of accounts I see are getting it completely wrong. Tracking purchases tells you how many transactions occurred. It does not tell you what you sold. not by the volume of sales of the product that fundamentally moves the needle on the bank account. What we're going to do is create a custom conversion event for the Hero product. We're going to name it after the product, whatever came out of step one as a recommended acquisition product. And we're going to set it…
Escúchalo en el minuto 21:33
Canales de adquisiciónPara maximizar el aprendizaje algorítmico de Meta y reducir el CPM, concentra todo el presupuesto en una única campaña CBO enfocada en tu oferta principal. Estructúrala con solo dos conjuntos de anuncios: un conjunto de control con los anuncios ganadores históricos (post IDs fijos) y un conjunto de prueba configurado con un anuncio flexible 3:2:2 (3 creativos, 2 textos y 2 titulares).
This is Andromeda 1. One campaign. At the campaign level, one sales CBO campaign. All of your budget in one place. One data pool. One learning signal going back to the machine. Inside your campaign, the first ad set is your control. This holds your proven standalone post IDs. Then your variable. The test ad set. Structured as 322 ads. Three creatives. Two primary texts. Two headlines. One flexible ad. And because we're only trying to do one thing, the machine learns faster. Your CPMs drop because meta recognizes you as a quality signal provider.
Escúchalo en el minuto 25:18
Protocolo de tres pasos para solucionar caídas de rendimiento publicitario sin sobrecomplicar la cuenta
Medición y experimentosPara gestionar cuentas de anuncios sin añadir complejidad innecesaria ante bajas de rendimiento, aplica un proceso jerárquico: 1) Si es posible invertir más rentablemente, incrementa el presupuesto sin alterar nada más; 2) Si no, identifica y apaga el anuncio que consuma entre el 10% y el 40% del presupuesto total cuya rentabilidad/beneficio vaya a la baja; 3) Si ningún anuncio cumple ese perfil, lanza un nuevo test…
Here's the only process you need. Two questions. First question. Can I spend more money tomorrow? If the answer is yes, you raise the budget. You don't touch anything else. If the answer is no, you move to question two. Which ad is spending at least 10% but no more than 40% of my total spend, where my GPT is down or profit volume, is moving in the wrong direction? Turn it on. If no ad fits that profile, you move to step three. You launch a new creative test. That's the whole process.
Escúchalo en el minuto 31:03
Optimizar anuncios por volumen absoluto de beneficio en lugar de ratios de atribución
Medición y experimentosSe debe evaluar el rendimiento del gasto publicitario mediante el 'volumen de beneficio' (ingresos totales menos inversión publicitaria total) en vez de basarse únicamente en ratios asignados por modelos de atribución.
The first thing we need is a way to see the absolute volume of profit our ads are generating. Not the ratio of profit according to attribution, but the overall absolute value. Total revenue minus total ad spend. We call this profit volume. And it tells you two very important things. First, if the profit volume goes up but your bank account doesn't, whatever you are doing isn't actually helping, regardless of whatever the attribution report says.
Escúchalo en el minuto 19:44
Canales de adquisiciónAl reasignar el 80% del presupuesto publicitario a un producto de alta recompra (pasando de $72,000/mes a $340,000/mes de gasto), el ROAS blended inicial cayó de 1.27 a 1.02 y el CPA subió de $90 a $138, pero los ingresos recurrentes aumentaron por diez generando más de $2 millones y una rentabilidad exponencial.
The vitamin C, their number one selling product, was getting 58% of their Facebook ad spend. $41,760 a month with a ROAS of 1.5 and a CPA of $78. The barrier repair was getting 6% of the spend. $4,300 a month with a ROAS of 0.98 and a CPA of $130. Total spend across that period, by the way, was $1.8 million at a ROAS of 1.27 and a CPA of $90. When we started, $72,000 a month, a ROAS of 1.27 and a CPA of $90. Now, it's $340,000 a month. The barrier went from 6% of spend to 80% of spend. Blended ROAS dropped to a 1.02 and CPA went up to $138. And the business is exponentially more profitable…
Escúchalo en el minuto 16:00
Promociona en publicidad pagada solo la oferta de entrada con mayor tasa de renovación
Oferta y precioEn modelos de suscripción y SaaS, la adquisición pagada debe canalizarse exclusivamente hacia la oferta inicial que genere la mayor tasa de renovación y menor rotación (churn) en el primer ciclo, en lugar de optimizar por la oferta que consiga el coste por primera compra más bajo.
What if you're a high ticket or a subscription offer or a SaaS? If you're a subscription offer, your repeat purchase rate isn't measured by the second purchase. It's measured by renewal and upsell. What you're looking for is the initial offer with the highest renewal rate. Even if you have two offers available at different billing intervals, which one gives you a customer who doesn't churn for the first renewal better than the rest? That is the one you promote. That's the only one you promote.
Escúchalo en el minuto 29:38
Optimizar anuncios por ROAS selecciona activamente en contra de la retención
Medición y experimentosOptimizar campañas pagadas exclusivamente para maximizar el ROAS inmediato tiende a atraer al segmento de clientes con menor fidelidad y menor valor de vida (LTV), debido a que los ganchos que disparan el ROAS a corto plazo son el bajo precio, los descuentos agresivos y la baja fricción.
Well, here's the mechanism that makes the vanity metric of ROAS more attractive. The traits that win on ROAS are low price, low friction, broad appeal, discount responsiveness, and direct response. Those are also the exact traits that select for the customer least likely to ever come back. Optimizing for ROAS isn't neutral towards retention. It actively selects against it. Optimizing for ROAS chases anyone who might convert today and attracts the least brand loyal segment in your entire market.
Escúchalo en el minuto 1:17
Medición y experimentosPara escalar un negocio a ocho o nueve cifras es necesario adquirir clientes evaluando su capacidad de generar recompras y flujo de caja a largo plazo, en lugar de optimizar únicamente para obtener un beneficio inmediato basado en el ROAS del primer día.
Every business I've taken to eight or nine figures made one shift. They stopped fighting to make a sale at any profit and they started buying customers to compound cash flow. Every business stuck at three, five, or even eight million is still doing hand-to-hand combat for customers who are never going to come back anyway. Find your highest ROAS product or offer. Then go into your store and ask yourself, is that actually the product that most reliably brings people back for a second purchase? It's that nobody taught you to care about cash flow over day one attribution profit.
Escúchalo en el minuto 5:47
Canales de adquisiciónSaturar una cuenta con decenas de campañas, conjuntos de anuncios y creativos sin consolidar priva al algoritmo de aprendizaje automático del volumen de datos consistente que necesita, provocando inestabilidad e imprevisibilidad en el rendimiento.
And the intelligence of machine learning is directly dependent on the consistency and volume of data you give it. When you flood your account with dozens of campaigns, hundreds of ad sets, and thousands of creatives, you're doing the exact opposite of that. Every ad set is just another thing competing against everything else. The machine is trying to learn what to do based on a ton of choices that have almost no data. And you're turning ads off all the time. When it's trying to sequence your ads, if half of the ads it was learning from yesterday are gone today, it has no confidence on what to…
Escúchalo en el minuto 7:18
Canales de adquisiciónSaturar una cuenta con decenas de campañas, conjuntos de anuncios y creativos sin consolidar priva al algoritmo de aprendizaje automático del volumen de datos consistente que necesita, provocando inestabilidad e imprevisibilidad en el rendimiento.
And the intelligence of machine learning is directly dependent on the consistency and volume of data you give it. When you flood your account with dozens of campaigns, hundreds of ad sets, and thousands of creatives, you're doing the exact opposite of that. Every ad set is just another thing competing against everything else. The machine is trying to learn what to do based on a ton of choices that have almost no data. And you're turning ads off all the time. When it's trying to sequence your ads, if half of the ads it was learning from yesterday are gone today, it has no confidence on what to…
Escúchalo en el minuto 7:18
Medición y experimentosPara escalar un negocio a ocho o nueve cifras es necesario adquirir clientes evaluando su capacidad de generar recompras y flujo de caja a largo plazo, en lugar de optimizar únicamente para obtener un beneficio inmediato basado en el ROAS del primer día.
Every business I've taken to eight or nine figures made one shift. They stopped fighting to make a sale at any profit and they started buying customers to compound cash flow. Every business stuck at three, five, or even eight million is still doing hand-to-hand combat for customers who are never going to come back anyway. Find your highest ROAS product or offer. Then go into your store and ask yourself, is that actually the product that most reliably brings people back for a second purchase? It's that nobody taught you to care about cash flow over day one attribution profit.
Escúchalo en el minuto 5:47
Medición y experimentosEn embudos con múltiples pasos (como de webinar a llamada de ventas), la publicidad debe optimizarse para el evento de conversión final (la llamada agendada) y no para métricas intermedias (la asistencia al webinar), ya que los anuncios que atraen espectadores no necesariamente generan clientes cualificados.
Let's say it's a webinar to a booking link to a sales call. Don't optimize for webinar show ups. Optimize for the call being booked. Some ads are great at getting people to show up for the webinar. Others are phenomenal at getting people on a sales call. Those are the only ads worth promoting.
Escúchalo en el minuto 30:17
Medición y experimentosLa verdadera salud y sostenibilidad de un ecommerce se mide por el 'revenue floor' (el volumen de ingresos generado por clientes recurrentes y su incremento mes a mes), por encima de métricas operativas directas como ROAS, CPA o AOV.
The health of your business is defined by one number. How much of your revenue comes from the people who aren't buying from you the first time? This is what we call your revenue floor. And if the number goes up every month, your business is healthy. If it doesn't, it isn't. Everything else is noise. And that's the definition of success for the rest of this video. Not ROAS, not CPA, not AOV, not your creative testing hit rate. This. The volume of revenue coming from people who aren't buying from you for the first time.
Escúchalo en el minuto 10:27
Selección de la 'hero offer' según probabilidad de recompra estadísticamente validada
Oferta y precioLa oferta de entrada ideal (hero offer) no debe seleccionarse por volumen de ventas ni por márgenes inmediatos, sino identificando el producto de primera compra que genera mayor probabilidad de recompra validada estadísticamente (por ejemplo, mediante el límite inferior del intervalo de Wilson) para evitar distorsiones por tamaños muestrales pequeños.
Step one is finding your hero offer. Not your best seller by volume. Not your highest margin product. The offer that most reliably produces a customer who comes back. Which product, when purchased first, produces a repeat buyer, ranked by how confident you are actually allowed to be in that customer journey? Rosehip Repair had the highest percentage of returning customers at 67.5% repeat rate. But the barrier-repaired ceramide cream actually wins on the Wilson lower bound. A customer who buys the barrier repair is more than two times more likely to buy again. The Rosehip Repair has the…
Escúchalo en el minuto 11:50
Consolidación de cuenta en Meta Ads escala inversión y multiplica ingresos recurrentes
Canales de adquisiciónUna marca de 3M$/año redujo el 90% de sus anuncios y consolidó su cuenta en dos campañas. En 90 días escalaron la inversión diaria de 2.000$ a 5.000$, aumentaron los ingresos recurrentes (revenue floor) un 400% y redujeron devoluciones y reembolsos un 75%.
Earlier this year, a brand came through Disruptor Academy and joined the Meta MBA doing about $3 million a year. We cut the ads in the account by 90%. We brought the whole thing down to just two campaigns. Within 90 days, the ad spend went from $2,000 a day to $5,000. The revenue floor, the money they made daily from non-new customers, rose by 400%. Refunds and returns dropped by 75%. And the business paid off both of those six-figure loans they had taken out just to survive.
Escúchalo en el minuto 27:49
Canales de adquisiciónEl algoritmo de Meta prueba inicialmente los creativos nuevos contra las audiencias más propensas a convertir (fondo de embudo); la caída posterior en la eficiencia no implica fatiga publicitaria, sino la transición natural al impactar a tráfico frío.
The machine tests every new ad against the people most likely to take positive action on them. That's the people at the bottom of your funnel. New ads tend to have higher CPMs and higher frequency with really strong performance. And then they drop off. And it's not that the ad's fatigued. It's that they did really well against the test audience. And now the machine is pushing them up the funnel, giving them more cold traffic. And of course, the efficiency gets a little bit worse. How an ad performs in the first few days tells you almost nothing about how it's going to perform over the first…
Escúchalo en el minuto 8:43
Canales de adquisiciónEl algoritmo de Meta prueba inicialmente los creativos nuevos contra las audiencias más propensas a convertir (fondo de embudo); la caída posterior en la eficiencia no implica fatiga publicitaria, sino la transición natural al impactar a tráfico frío.
The machine tests every new ad against the people most likely to take positive action on them. That's the people at the bottom of your funnel. New ads tend to have higher CPMs and higher frequency with really strong performance. And then they drop off. And it's not that the ad's fatigued. It's that they did really well against the test audience. And now the machine is pushing them up the funnel, giving them more cold traffic. And of course, the efficiency gets a little bit worse. How an ad performs in the first few days tells you almost nothing about how it's going to perform over the first…
Escúchalo en el minuto 8:43
Medición y experimentosLas semanas con el mayor ROAS en las cuentas publicitarias suelen coincidir con periodos donde los ingresos y el beneficio neto total caen, debido a que el gasto publicitario genera menor incrementalidad real de ventas y prioriza eficiencia superficial sobre volumen rentable.
And just for fun, I'm going to add ROAS to this view because I want you to see something. The weeks with the highest return on ad spend are not the weeks with the highest profit volume. And if you run this against your actual week-to-week revenue numbers in your business, you're going to find that the weeks with the best ROAS are often the weeks where your revenue suffered the most because your ad spend wasn't driving nearly as much incrementality to your sales.
Escúchalo en el minuto 20:56
Superar el 50% de ventas en el producto Hero para alinear el aprendizaje algorítmico
Canales de adquisiciónMide la proporción de ventas del producto Hero sobre las compras totales. Cuando las ventas del producto Hero superan el 50% de las transacciones de la cuenta publicitaria, el algoritmo de aprendizaje automático tiende a estabilizarse y optimizar la captación sostenida de clientes ideales a menor coste.
Hero offer divided by total purchases like this. Now we can track not just which ad is selling the Hero offer at the lowest CPA, but which one does it with the highest percentage of the overall sales it drives. Which is essential to understand which ads are better at buying your best customers. The algorithm is built to maintain homeostasis. Whatever is happening most often is what it wants to do more of. If your Hero offer is 13% of your sales and it moves to 25%, the machine is dramatically more likely to make the next sale a Hero offer sale. And once your Hero offer crosses 50% of all…
Escúchalo en el minuto 23:49
Escalar la inversión publicitaria suele deteriorar las tasas de conversión y recompra debido a la amplitud del público
Medición y experimentosAl escalar el presupuesto en una oferta publicitaria, es esperable que la tasa de recompra y la eficiencia inicial empeoren ligeramente, ya que los anuncios alcanzan inevitablemente a segmentos más fríos y altos del embudo.
Scaling an offer almost always makes the repeat rate a little bit worse. And we saw that in the data because when you start throwing ads at something, you're inevitably reaching further up in the funnel. That's completely expected. And even with that, the business still got dramatically better.
Escúchalo en el minuto 18:56
La trampa de fragmentar campañas para sostener el volumen de ventas inmediatas
Canales de adquisiciónPara compensar la caída de ingresos recurrentes generada por clientes de baja calidad, las cuentas publicitarias suelen fragmentar el presupuesto en decenas de campañas y cientos de creatividades secundarias, acelerando la fatiga de anuncios, canibalizando el rendimiento y desalineando el mensaje del cliente ideal.
Dozens of campaigns, fragmented budgets, sometimes hundreds or even thousands of ads, with most of them getting almost no budget and all of them competing against each other, cannibalizing performance. The only way to build your numbers is to go buy more first-time customers. So you launch more campaigns and more ads. You fragment the budget even further. You try to go after new pockets of the audience, appealing to new customers for new reasons. And those new ads get further away from the customer your business was actually built to serve. The more ads you launch, the faster everything…
Escúchalo en el minuto 2:02
Investigación de mercado y clienteRara vez se agota el mercado de clientes ideales en audiencias masivas; frecuencias bajas de impacto publicitario implican que la mayoría de los usuarios no recuerdan la marca y requieren múltiples exposiciones antes de comprar, por lo que no convertir en el primer toque no equivale a un rechazo de compra.
And potentially the most powerful truth you need to understand before we go on is that there is no shortage of your ideal customer. You haven't even begun to exhaust anything beyond a small percentage of the audience. What is your reach in the last 90 days? What's the frequency against those people? Let's say it's 1 million people reached at a frequency of 3. That means 1 million people have seen your ad on average once every 30 days. Just because somebody doesn't buy on the first touch doesn't mean they've already made a decision not to buy.
Escúchalo en el minuto 4:18
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