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[WARNING] The 3 Cataclysmic Ad Category Changes Coming to Meta in 2025 | Perpetual Traffic EP 654
16 ideas de marketing sacadas de «[WARNING] The 3 Cataclysmic Ad Category Changes Coming to Meta in 2025 | Perpetual Traffic EP 654», de Perpetual…
- 16 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 31 min
- Publicada en 2024
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Mensaje y copywritingPara evitar el rechazo masivo de anuncios en sectores regulados (como salud, bienestar o pérdida de peso), se debe eliminar cualquier promesa médica, tratamiento o comparativa de antes y después, sustituyéndolos por términos de soporte ('apoya el bienestar', 'niveles de energía') y apoyándose en herramientas de IA para redactar textos conformes a las políticas de Meta.
person that's listening to this right now you need to be mindful that you're going to get so many more ad rejections in the next few months yeah that you have to be stringent upon the copy like if you're not leveraging meta AI for your copy and gen AI for any of your stuff you're you're setting yourself up for a higher likelihood of being rejected and the reason I say that is because the terminology you're using on bath water is you obviously no you can't talk about treatments you can't make claims like that's something we've known but in that medical related terminology you're just going to…
Escúchalo en el minuto 27:18
Mensaje y copywritingPara evitar el rechazo masivo de anuncios en sectores regulados (como salud, bienestar o pérdida de peso), se debe eliminar cualquier promesa médica, tratamiento o comparativa de antes y después, sustituyéndolos por términos de soporte ('apoya el bienestar', 'niveles de energía') y apoyándose en herramientas de IA para redactar textos conformes a las políticas de Meta.
person that's listening to this right now you need to be mindful that you're going to get so many more ad rejections in the next few months yeah that you have to be stringent upon the copy like if you're not leveraging meta AI for your copy and gen AI for any of your stuff you're you're setting yourself up for a higher likelihood of being rejected and the reason I say that is because the terminology you're using on bath water is you obviously no you can't talk about treatments you can't make claims like that's something we've known but in that medical related terminology you're just going to…
Escúchalo en el minuto 27:18
Medición y experimentosImplementar el evento estándar 'View Content' en páginas de producto o landings clave permite enviar señales de alta intención al algoritmo publicitario de Meta. Al ubicarse en una etapa intermedia antes del carrito o formulario, sirve como indicador de lead cualificado y permanece disponible como evento no restringido.
my favorite view content app installs by favorite because it's signaling to M when a page is the most important like a landing page view and it's one that most right because it shows the next progression to the step if they're viewing content the next in theory bottom middle of funnel item is lead captured trial started purchase add to cart all these other ones it's the first step of actually a qualified lead so if this one but the point is is view content is usually on the product page that means you're that much closer to adding to cart you're deeper in the
Escúchalo en el minuto 21:25
Medición y experimentosImplementar el evento estándar 'View Content' en páginas de producto o landings clave permite enviar señales de alta intención al algoritmo publicitario de Meta. Al ubicarse en una etapa intermedia antes del carrito o formulario, sirve como indicador de lead cualificado y permanece disponible como evento no restringido.
my favorite view content app installs by favorite because it's signaling to M when a page is the most important like a landing page view and it's one that most right because it shows the next progression to the step if they're viewing content the next in theory bottom middle of funnel item is lead captured trial started purchase add to cart all these other ones it's the first step of actually a qualified lead so if this one but the point is is view content is usually on the product page that means you're that much closer to adding to cart you're deeper in the
Escúchalo en el minuto 21:25
Restricción de eventos de fondo de embudo en Meta y necesidad de medir el impacto global
Medición y experimentosCuando las políticas de Meta bloquean o eliminan eventos de fondo de embudo (como Add to Cart o Purchase) compartidos vía CAPI, las campañas deben apoyarse en eventos de etapas previas (View Content, Landing Page Views) y evaluar el rendimiento mediante el impacto global de ingresos (efecto halo) y analítica externa para evitar gastos a ciegas.
certain degree you're Cappy will not from meta this means that all events from your website or apple will be not be shared with meta or you'll be subsequently removed when received if it's sent service side ID I IE copy note that this change may impact your campaign performance the Impact May you may observe to your campaign will depend primarily on if and how you are currently using standard events so the bottom of the funnel standard events you can do whether you you have to now rely on like view content your landing because if you don't know the money that you're investing in different…
Escúchalo en el minuto 20:05
Diversificar el mix de plataformas publicitarias para mitigar restricciones de privacidad
Canales de adquisiciónAnte las crecientes restricciones de privacidad y normativas sobre las grandes redes como Meta y Google, es fundamental diversificar el mix publicitario incorporando plataformas alternativas (como TikTok) para impactar al perfil de cliente ideal sin depender de un único canal.
the interesting part though is meta now is getting all these restrictions unfortunately they're the ones who are getting you know shot in the back with all the arrows them and Google and I don't see any of these restrictions coming once again a good case for you to diversify your ad mix and your platform mix and start looking at alternative ways to reach your consumer reach your ideal customer profile in different ways wherever they are not just on meta and Google but also on all the other
Escúchalo en el minuto 25:45
Canales de adquisiciónLos sitios web de sectores altamente regulados como salud, hospitales o agencias gubernamentales no deben implementar el píxel de Meta sin asesoría legal estricta, debido a las responsabilidades legales y normativas crecientes sobre privacidad y transmisión no autorizada de datos de usuarios.
like a hospital you should I mean take this under legal advisement but uh we've met with a lot of lawyers on this as far as like what the liability is and you should not have the metapixelatron
Escúchalo en el minuto 10:04
Dominar las herramientas de eventos y configuración avanzada de Meta más allá del Ads Manager
Medición y experimentosEl rol del comprador de medios (media buyer) ya no se limita a configurar anuncios en el Administrador de Anuncios; requiere dominar el Administrador de Eventos, las conversiones personalizadas y los ajustes del portafolio comercial para sortear las crecientes restricciones de seguimiento y atribución de datos.
important thing Ralph to be mindful of like it's not just like media buyers have to now start being aware of other tools that are in meta yep when I open up events tools and go into like custom conversions or like the five different types of pixels like a lot of times it becomes like a Oh I thought I just had to place an ad and only look at ads manager there's so many other tools that are inside your business portfolio like the settings has changes like there's there's so many items that are improving that if you're trying to evaluate if someone's a good media buyer and they don't know how to…
Escúchalo en el minuto 26:21
Restricciones de Meta en eventos estándar para categorías de anuncios sensibles
Canales de adquisiciónLas regulaciones y políticas de privacidad en plataformas como Meta están eliminando o restringiendo el uso de eventos estándar de fondo de embudo (como Add to Cart, Initiate Checkout o Purchase) en categorías publicitarias sensibles, forzando a los anunciantes a diversificar plataformas y buscar soluciones alternativas de medición.
sensitive ad categories changes that are coming in 2025 some of these are pretty severe and I think you know if you're in any of these spaces the areas that are most uh challenged by this like you need to look at other ways in which to gather your data especially on bottom of funnel like bottom of funnel meaning like initiate check out add to cart and purchase behaviors from a standard event standpoint are going to be no longer allowed or disallowed in certain categories so this is a big big deal um some ideas as to how to diversify your to start looking at individual Data Solutions and…
Escúchalo en el minuto 3:32
Las restricciones de datos de salud en Meta Ads provocan suspensiones generalizadas en marcas de bienestar adyacentes
Canales de adquisiciónAunque las políticas de privacidad de Meta sobre salud están dirigidas formalmente a condiciones médicas y datos personales sensibles (PII), la moderación algorítmica aplica barridos generales. Marcas adyacentes como suplementos o salud holística suelen ser marcadas y restringidas erróneamente, lo que exige apelar de inmediato ante soporte para evitar quedar rezagado en colas de revisión.
you go specific into it like I think there's going to be a broad brush that's going to be painted here affected even if you're doing everything right you if you're in the health and wellness you have to be prepared your stuff is about to get shut down and if you don't start making the appeals immediately you're G to go behind a very status however my guess is that because this is a broad reaching change in policy that means your policy issues just became even more challenging which means that you need to deal with a whole lot of chat support if you don't have an challenging um if you're like…
Escúchalo en el minuto 16:35
Riesgo de sobregasto al ignorar el efecto halo en los ingresos totales
Medición y experimentosOptimizar campañas basándose solo en métricas intermedias o superiores del embudo sin medir el impacto global (efecto halo) que la inversión multicanal genera en los ingresos totales del negocio conduce a gastar presupuesto a ciegas e ineficientemente.
view content your landing page views those top of funnel mid funnel ones like you are going to become so reliant on them and you're just going to have to get really smart about your npis because if you don't know the money that you're investing in different channels and the Halo lift that you're having across your Topline Revenue you can find yourself in a huge Wormhole of just spending
Escúchalo en el minuto 0:00
Canales de adquisiciónLas restricciones a la segmentación granular de datos psicográficos y demográficos en plataformas como Meta golpean con mayor dureza a las pymes, ya que no poseen presupuestos masivos de branding para competir con alcance amplio contra corporaciones consolidadas y dependen exclusivamente de la relevancia hiperdirigida para ser rentables.
advertising a small business owned company that I have is a swimsuit diaper for children if I'm not using personized advertising I am going to be advertising swim diapers to single men that don't have any children I don't have the budget to compete with the Disney and the Warner Brothers of the world or even like the Huggy Brands because they have Super Bowl budgets small business small budgets with personalized relevant targeting that I'm able to leverage on platforms like meta I can only do that because it lets me tap into their demo and psychographic traic information that meta has
Escúchalo en el minuto 12:50
Canales de adquisiciónLos cambios en privacidad, regulación y algoritmos en plataformas publicitarias como Meta no son eventos aislados sino una constante evolutiva; los anunciantes deben contar con planes de contingencia e información técnica actualizada en lugar de asumir estabilidad a largo plazo.
just have to be realistic okay well you have to be armed the right information you have to be armed with the right information understand it have a plan in place in order to be able to deal with it this is not the last time that this is going to happen it's not the first time it's happened if you've ever advertised on meta so this just going to constantly evolve over time so and these big social platforms are going to be under more and more scrutiny as time
Escúchalo en el minuto 30:06
La restricción del tracking de fondo de embudo traslada el gasto hacia la parte alta
Canales de adquisiciónLas limitaciones de seguimiento y métricas restrictivas impuestas a los eventos de conversión directa (bottom of funnel) dificultan la optimización fina en Meta, obligando a los anunciantes pequeños a invertir más en la parte alta del embudo esperando obtener retorno con menor certeza y datos menos precisos.
they want to do is impose these very restrictive tracking metrics which we're seeing here especially for bottom of funnel because they don't want you to are still going to keep advertising it's a small business owner that now has to spend on this top of funnel to hope that they're going to get some conversion and some return on their
Escúchalo en el minuto 15:14
Endurecimiento recurrente de restricciones publicitarias en verticales sensibles
Canales de adquisiciónLas plataformas de publicidad digital (como Meta) están incrementando de forma periódica las restricciones en categorías sensibles como salud, bienestar, suplementos y servicios financieros, lo que complica la adquisición pagada y exige a las marcas de estos sectores anticipar y adaptar constantemente sus estrategias de anuncios.
yeah so let's just be clear what are those sensitive categories like there's specific verticals that are being being health and wellness being you know I mean since April they've restricted so it's just like every quarter there's something new that's being restricted in the health and wellness category we work with a lot of supplement Brands we work with a lot of like Health adjacent not covered by Insurance categories so this health and wellness category like it's going to hit and it's going to hit hard meta if you in these sensitive ad categories which we have what is it like uh Financial…
Escúchalo en el minuto 5:16
Porcentaje de la población de EE. UU. bajo leyes de privacidad de datos
Medición y experimentosAproximadamente el 42% de la población de Estados Unidos está alcanzada por algún tipo de ley de privacidad de datos (con regulaciones estatales que aplican por ejemplo a negocios con más de 100.000 clientes que hayan transaccionado en esos estados), una cifra que va en aumento continuo.
11 and sometimes it's like you know 42% right now of the US population is covered by some kind of Privacy Law and that is actually going to increase that 42% of the entire population in the United States is covered by some sort of checked that uh have privac restrictions if you have more than 100,000 clients like customers that have ever transacted with your business in that state things
Escúchalo en el minuto 10:31
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