Por qué subir el presupuesto está arruinando tus campañas de Meta Ads (y cómo evitarlo) — Transcript

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1. 0:00If you sell digital products with Meta
2. 0:01Ads, you’ve surely had this happen.
3. 0:03You find a campaign that sells and makes
4. 0:05a profit, you start increasing the
5. 0:07budget, and suddenly everything goes to
6. 0:08hell. One day it sells well, and the
7. 0:10next, the cost per purchase skyrockets.
8. 0:12You lower the budget, raise it again,
9. 0:14tweak the ads, and never fully
10. 0:15understand what is actually happening.
11. 0:18To grow, you need to understand two
12. 0:20things: at what speed you can increase
13. 0:22investment and what budget the market
14. 0:23you're investing in can actually handle
15. 0:25.
16. 0:26In this video, I’m going to show you how
17. 0:27to tackle both.
18. 0:29First, how to control the increases, and
19. 0:30then, when it makes more sense to take
20. 0:32that same offer to other markets instead
21. 0:34of squeezing the current one.
22. 0:36Let’s start with something basic: just
23. 0:37because a campaign is profitable at a
24. 0:39certain investment level doesn't mean it
25. 0:40will perform the same with budgets three
26. 0:42times higher.
27. 0:43Imagine you are investing $ 50 a day and
28. 0:45you get a cost per result that actually
29. 0:48yields a profit. That gives you
30. 0:49information on how the offer works with
31. 0:51that investment at that specific moment
32. 0:53and in that market. If tomorrow you go
33. 0:55up to 200, you are asking the system to
34. 0:57spend much more. Additional purchases
35. 0:59can end up being much more expensive,
36. 1:01and if the increase is too aggressive,
37. 1:02the ad set might even go back into
38. 1:04learning phase.
39. 1:05That doesn't mean everything the Pixel
40. 1:07learned is erased; it means you changed
41. 1:08the delivery conditions and you have to
42. 1:10analyze how it responds to those new
43. 1:12conditions.
44. 1:13That is why, before thinking about how
45. 1:15much more you want to spend, you have to
46. 1:17know what the maximum cost per purchase
47. 1:18you can actually afford is.
48. 1:20The first problem is aggressive,
49. 1:21uncontrolled increases. You see some
50. 1:23good sales in the morning and you
51. 1:24increase the budget immediately. Then a
52. 1:26few hours go by without sales and you
53. 1:27lower the budget. At night, suddenly
54. 1:29another one comes in and you raise it
55. 1:31again. You end up making big decisions
56. 1:33with very little information and
57. 1:34changing so many things that you don't
58. 1:36know what caused the result later on.
59. 1:38How would I approach it?
60. 1:40First, I define the maximum I can pay
61. 1:42for a purchase, taking into account what
62. 1:44I actually collect, after deducting
63. 1:46commissions, refunds, taxes, etc. Then I
64. 1:48check if I have enough volume to justify
65. 1:50an increase.
66. 1:52Two good purchases are a sign, but it’s
67. 1:54still too little information to know
68. 1:55what will happen when we increase the
69. 1:57budget. I make a change that I can
70. 1:59measure, record when I did it, and then
71. 2:01observe how many sales came in, at what
72. 2:02cost, and how much profit it leaves me.
73. 2:04I also clearly consider the delay with
74. 2:07which Nudmify attributes sales. I’m not
75. 2:09going to sell you a magic percentage
76. 2:10that guarantees you'll never go back
77. 2:12into learning phase. The important thing
78. 2:14is that the magnitude and frequency of
79. 2:15the changes you make make sense in
80. 2:17relation to the volume and risk you’re
81. 2:19willing to take. And if performance
82. 2:21drops, check what actually changed
83. 2:23before you keep increasing the budget.
84. 2:25The second problem appears when you have
85. 2:27a good offer in a small market and you
86. 2:29want to push all your growth right there
87. 2:30.
88. 2:32Your budget can increase much more than
89. 2:33the number of profitable buyers you
90. 2:35acquire, so your cost per purchase will
91. 2:37skyrocket.
92. 2:39So, you start repeating exposure, the
93. 2:41purchase costs more each time, and
94. 2:42people start to get fatigued.
95. 2:44This is what we often refer to as the ad
96. 2:47burning out.
97. 2:48But be careful, a bad day or a
98. 2:50relatively high frequency for just 24
99. 2:52hours doesn’t really mean your ad has
100. 2:54burned out.
101. 2:55You have to look at several signals
102. 2:56together. If repetition is increasing,
103. 2:58if ad response is dropping, if cost per
104. 3:00purchase is rising, and most importantly
105. 3:02, if it’s hurting your bottom line.
106. 3:04We can also look at other parts of the
107. 3:06funnel like the checkout or the landing
108. 3:08page, because if the problem is in the
109. 3:09billing or the page, another country or
110. 3:11market won't solve that. Now, let's
111. 3:13assume the offer works, the billing and
112. 3:15page are perfect, and what’s really
113. 3:17difficult is starting to increase the
114. 3:19budget in that same market. That’s when
115. 3:21I’m interested in asking another
116. 3:23question: could that same offer work in
117. 3:24another country? I'll give you a
118. 3:25hypothetical example.
119. 3:27You can try to invest $ 500 directly in
120. 3:29one market, or you can distribute those
121. 3:31$ 500 across five markets you’ve already
122. 3:33tested by putting 100 into each.
123. 3:36I’m not saying both options give the
124. 3:38same result, and those $ 100 are just an
125. 3:40example. Clearly, it’s not a
126. 3:41recommendation. What really changes is
127. 3:43the dependency. If everything is
128. 3:45concentrated in one market and that one
129. 3:47falls, your entire operation falls with
130. 3:48it. But if you have the offer
131. 3:50distributed across several markets and
132. 3:52just one falls, that impact won't be as
133. 3:54great. That still doesn't eliminate all
134. 3:56risk. You still depend on Meta and on
135. 3:58the offer selling, but it gives you more
136. 4:00places to look for growth without
137. 4:01demanding every purchase from the same
138. 4:03audience. Expanding well takes work.
139. 4:06The landing page, checkout, ads, and
140. 4:07currency have to make sense for the
141. 4:09culture of the new market where we are
142. 4:10launching the offer.
143. 4:12Translating a couple of crazy headlines
144. 4:13and sending traffic is no longer enough
145. 4:15. I would organize it into three stages
146. 4:16. First, validate. You need to verify
147. 4:18that the offer leaves a margin with
148. 4:20actual sales. Billing more than you
149. 4:22spend on advertising doesn't always mean
150. 4:24profit. Second, scale with control. Only
151. 4:27increase investment when data justifies
152. 4:29it, measure results, and keep refreshing
153. 4:31creatives. Don't wait for your only
154. 4:33running ad to fail before thinking about
155. 4:35the next one. And third, expansion.
156. 4:37Choose another market, adapt the offer,
157. 4:39and run a test that you can truly
158. 4:41measure separately. If it works, you
159. 4:43have another growth path, and if it
160. 4:45doesn't, you've protected the original
161. 4:47campaign and learned that the offer
162. 4:48doesn't work in that market. You don't
163. 4:50need to open 20 countries at once.
164. 4:53You need to open markets that are truly
165. 4:55backed by prior research and launch to
166. 4:57maximize your profits.
167. 4:59So, if your campaigns are unstable,
168. 5:01check these two things before you keep
169. 5:03tweaking.
170. 5:04If you are trying to push budget faster
171. 5:06than the data justifies or if you're
172. 5:08trying to force all growth with the same
173. 5:10audience, a profitable offer in several
174. 5:12markets can give you many more options
175. 5:14than one pushed to the limit.
176. 5:16Obviously, provided that each market is
177. 5:18validated and can sustain the operation
178. 5:19. So the next time a campaign sells well
179. 5:22, ask yourself how much that market can
180. 5:24absorb and in what other countries or
181. 5:26places this offer could actually sell.
182. 5:28And if you want to work through that
183. 5:30process with me from testing to
184. 5:31validation and market expansion, you
185. 5:33have the link below to book a call with
186. 5:35me.