Marketero · Entrevistas
Why Meta Is the Best Ad Platform on the Planet in 2026 Part 4
16 ideas de marketing sacadas de «Why Meta Is the Best Ad Platform on the Planet in 2026 Part 4», de Perpetual Traffic. Sobre todo de canales de…
- 16 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 40 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 16 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 16 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Canales de adquisiciónLa segmentación hiperdetallada por intereses y públicos similares ha dejado de ser la palanca principal en Meta Ads; en su lugar, el mensaje y ángulo del contenido creativo son los que filtran y atraen al avatar ideal, por lo que las campañas deben configurarse con audiencias amplias (broad) dejando que el algoritmo encuentre a los compradores.
to scale and grow your business in 2026. Like we've said that plenty of times here, but creative creates the targeting. But now, as you're saying, it's, it's shifted because now you have to make an ad specifically for that person. And then you make a different ad specifically for that, like 20 year old that like your creative didn't matter quite as much. So like today it is everything. So That was crazy. Like, think about that. And like, if you're still looking at Meta in, as a targeting based platform, you're, you've got it all wrong. Like literally the targeting is like by region or by…
Escúchalo en el minuto 2:12
La diversificación creativa reemplaza a la segmentación manual en Meta
Canales de adquisiciónEn los sistemas publicitarios modernos basados en algoritmos de recomendación e inteligencia artificial, el creativo es el que define la segmentación. Mantener una alta diversificación creativa (entre 30 y 50 anuncios distintos corriendo a la vez) permite que el algoritmo impacte a cada segmento de audiencia con el mensaje y formato que mejor resuena con ellos.
What do you do as a business? And Andromeda right now, and the creative diversification, the ability to be able to target people exactly at the right moment with the right type of ad that resonates most with them, contribution of all the individual ads, maybe up to 30 or 50 at a time, as they continue to invest even further. And creative is the thing right now. Creative creates the targeting and creative diversification, which obviously you and I
Escúchalo en el minuto 37:02
Meta Ads utiliza las exclusiones de audiencia como audiencias semilla
Canales de adquisiciónMeta interpreta las configuraciones y exclusiones de segmentación manuales como sugerencias o audiencias semilla para que su algoritmo identifique al cliente ideal, en lugar de aplicarlas como filtros excluyentes estrictos.
all of their documentation, Meta will say, you can give us recommendations. We're going to view them as suggestions. And by the way, if you put them in as exclusions, we're just going to use that as a seed audience to figure out who's your best customer and completely ignore the exclusions, which is
Escúchalo en el minuto 5:00
Utilizar formularios y tiendas nativas in-app para mantener la atribución exacta en Meta
ConversiónPara eludir la pérdida de datos y la dependencia de conversiones modeladas provocadas por restricciones de rastreo web, se recomienda procesar las conversiones dentro de la plataforma (como formularios de clientes potenciales nativos o Meta Shops), donde Meta conserva visibilidad directa y precisa al 100%.
conversions API and all that model data stuff is for things that are outside of the control of meta's network. So if you're doing in-app lead forms or if you're doing meta shops, things that are like still with contained and within their ecosystem, they're providing extensive visibility on that end happen off a meta owned platform. Good point. Good point. Absolutely. And if you keep everything in app, it's all within, you're not actually leaving. And so that data is accurate. So that is a way around app itself and never leaving the app and actually making the purchase, giving lead forms like…
Escúchalo en el minuto 27:35
Entre el 40% y el 60% de las conversiones web reportadas en Meta Ads corresponden a datos modelados
Medición y experimentosDebido a las restricciones de privacidad del prompt ATT de iOS y la pérdida de visibilidad directa del píxel, entre 4 y 6 de cada 10 conversiones web que muestra el administrador de Meta Ads son conversiones modeladas estadísticamente y no eventos observados de forma directa, incluso utilizando la Conversions API (CAPI).
we're still in this day and age right now where meta is not as the data that you see inside your ad platform is typically as modeled data. Yes. I don't think most people know that prompt. Yes. The vast majority, I think it was 80, 90%. It was like a site that would actually track like how many people. I think that's very conservative. I feel like it was 94 to 97%. Yeah. It was a lot. Yeah. their defense into 2022 and beyond, and then modeled data, which you still see now. So if you see 10 conversions inside meta right now, people don't really know this. Four to six of those are probably…
Escúchalo en el minuto 26:00
Estrategia de contenidosEl cambio cultural impulsado por el formato vertical de video corto obligó a las principales plataformas digitales a adaptar sus productos (como Meta con Reels y YouTube con Shorts) para competir por la atención de las audiencias jóvenes y ofrecer nuevos inventarios de contenido y publicidad.
And I think this was an existential threat for TikTok, meaning that it was going to be a network that was going to pull away users from Facebook, which the younger demographic, absolutely. is something that we use every single day now and we advertise on it every single day as they stole yet another feature, which is fine. Yeah. Which is reels. And it came in. Yeah. And I think TikTok had a huge impact on Meta overall. You know, we can debate whether it's, you know, social, whether it's media or whether it's both. The point is this, is that it had a big impact on, on their competitive nature…
Escúchalo en el minuto 33:23
Medición y experimentosDepender únicamente del píxel y rastreo nativo de redes publicitarias como Meta expone las campañas a pérdidas críticas de atribución cuando los sistemas operativos restringen el seguimiento (como las políticas ATT de Apple), lo que obliga a adoptar herramientas y modelos de medición externos.
when it happened in 2021, it was like spring. And then everyone was trying to scramble and figure it out. Meta didn't have, or Facebook at that point in time, didn't have an answer. And you just all of a sudden lost tracking literally overnight. And if you had a lot of Apple users and most of them were at that point in time, it was a really, really hard time for any advertiser agencies included. And we didn't have an answer for it. We were struggling with, we were in the throes of making our first investment in Wicked Reports at that point in time and ended up doing so. The point was,
Escúchalo en el minuto 20:23
Pruebas A/B masivas en anuncios frente a datos de hipersegmentación de terceros
Medición y experimentosEjecutar millones de variaciones de anuncios y pruebas A/B continuas dentro del algoritmo nativo de Meta demostró ser más rentable y efectivo que pagar por datos externos de hipersegmentación como los de Cambridge Analytica.
about their targeting. Like basically they use like a hyper-focused targeting, which we, we assessed it and realized it's kind of a waste of money. It was hundreds of thousands of dollars. I'm like the targeting inside meta is so good. Or Facebook at that point in time was so good. It was like, So what Trump did in 2016 is he split tested millions and millions. There's a great article from Wired. I'll leave it in the show notes. Uh, his media manager, like basically won the election but basically he did like all this, all the stuff that he did, we were doing, he was just doing it at like a…
Escúchalo en el minuto 7:42
La diversificación creativa y el algoritmo Andromeda como el mayor cambio en Meta Ads
Canales de adquisiciónLa diversificación creativa y los modelos algorítmicos modernos (como la actualización Andromeda) constituyen la mayor disrupción en la historia de Meta Ads, superando en impacto a la introducción de los anuncios en el feed y la hipersegmentación manual de audiencias.
the way. And I would say probably like I always say about Andromeda, the Andromeda update right now in creative diversification, it's the biggest thing to happen to meta or Facebook, since ads in the newsfeed and that insane level of targeting, which did win the 2016 election, 100%. This now is even bigger than that, in my opinion. So putting things into context here, if you go through the chronology
Escúchalo en el minuto 16:10
Los usuarios de iOS tienden a generar mayor ticket medio (AOV) y valor de vida (LTV)
Investigación de mercado y clienteEn campañas de adquisición pagada, los usuarios de iPhone suelen superar sistemáticamente a los de otros sistemas operativos en valor promedio de pedido (AOV) y lifetime value (LTV), constituyendo el segmento de audiencia más lucrativo.
iPhones versus any other Android device, the Apple iPhone users, we did this many, many times. We're always like our highest average order value, highest lifetime value. Like it was crazy. Like a very, very lucrative market all of a sudden was just pulled completely out from under. And I remember
Escúchalo en el minuto 20:05
Dinámica de conexión en plataformas: grafo de intereses con desconocidos vs. red social de conocidos
Canales de adquisiciónA diferencia de las redes sociales tradicionales (como Facebook o Instagram) que se articulan sobre el grafo de relaciones y comunidades preexistentes, plataformas como TikTok operan como medios de descubrimiento donde los usuarios conectan con desconocidos a través de nichos e intereses compartidos muy específicos.
like the way they connect on TikTok is with strangers. I don't think you like you still have Messenger and you still connect socially to an extent. But I think TikTok is a place where you connect more with strangers the way like online gaming is like Twitch, I think is a huge social platform that we never talk about, or that like just gaming in general, like Minecraft, like you build friends online that you haven't met in person. And so I think TikTok is one of the social devices that facilitates stranger interactions, whereas Facebook, Instagram, Messenger, what's that other solutions? Venmo…
Escúchalo en el minuto 31:50
Tasa de rechazo al rastreo por ATT de Apple y su efecto en la atribución de Meta
Medición y experimentosEntre el 80% y el 90% de los usuarios de Apple rechazaron el rastreo tras la implementación del aviso de ATT (App Tracking Transparency) en 2021, provocando que plataformas publicitarias como Meta perdieran la visibilidad y atribución directa sobre los usuarios en dispositivos iOS.
account bands, but nothing compared to the ATT prompt attack. The ATT prompt was in 2021 and it I want it to track or no, I don't want to be tracked. So it was very binary. And I believe no is at the top if I'm not mistaken. So 80, 90% of Apple users opted out. please stay off the dead. Yeah. And so overnight Facebook lost its visibility on its largest mobile platform and most lucrative. And by the way, if you really, if you could break out users of Apple
Escúchalo en el minuto 18:50
Canales de adquisiciónMonitorear y comprar de inmediato dominios web expirados de competidores directos para redirigirlos a tu propio sitio web permite interceptar tráfico relevante de forma inmediata.
Whatever you think political wise, his marketing team was solid. I remember in 2016, Jeb Bush, who was the governor of Florida had a website, jebbush.com and his domain expired. And someone on Trump's marketing team bought the domain the second it expired. And if you went to jebbush.com for several days, it went straight to donaldtrump.com or Donald J. Trump, whatever it was, whoever,
Escúchalo en el minuto 8:23
Impacto de las crisis de privacidad en el endurecimiento de políticas publicitarias
Canales de adquisiciónLos escándalos masivos de privacidad y filtración de datos en plataformas como Meta provocan reacciones regulatorias y oleadas de bloqueos preventivos de cuentas publicitarias, forzando a los anunciantes a priorizar el cumplimiento normativo (compliance) y la gestión de contingencias en sus cuentas.
privacy and a lot of the security side of the equation really became like, we started to see a ton of banned ad accounts, Facebook sort of overstepping on compliance. And this was the age of banned ad accounts. And thankfully, thank God we had a partner manager at that point in time where we could navigate through it. But I was getting calls left and right for people. It's like, yeah, I just got my ad account banned. I don't know what I'm doing. I'm selling, you know, uh, you know, health and beauty products. You know what I mean? Like, and now it's against their terms of service. So after…
Escúchalo en el minuto 10:06
Canales de adquisiciónEn etapas iniciales de una agencia o servicio independiente, acudir a secciones especializadas de librerías físicas (como libros de negocios o desarrollo web) y conectar directamente con personas interesadas en esos temas es una táctica de guerrilla efectiva para captar clientes tempranos.
when I read about, I don't think it's in this article is like, he used to do the same thing that I would do when I was first starting my digital marketing agency. He went to Barnes and Noble and hung around the website book section. Okay. You did that in the business section. You're in the business book section. I did in the business book section, but then I also did it in like the website section, like coding and that kind of thing. And then I would hand out my card. He did the same thing, which I thought was always kind of cool. So he's, he's like a totally scrappy dude that,
Escúchalo en el minuto 12:34
Tasa de coincidencia inicial de audiencias personalizadas en Facebook Ads
Canales de adquisiciónEn los primeros años de implementación de las Custom Audiences en Facebook (hacia 2012), la carga de bases de datos de CRM alcanzaba tasas de coincidencia (match rate) de entre el 70% y el 80%.
it was about 2012. That's when you could start to upload custom audiences, which we take for granted now, like that used to be a great platform. Let's say you have a database of a hundred thousand email addresses in your CRM. You just simply upload it. And then there was like a 70 or 80% match rate in a lot of cases.
Escúchalo en el minuto 5:20
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.