🔥 La MEJOR FORMA de ESCALAR en Meta Ads

Want to scale your goal-setting campaigns but

afraid of burning through all your money? Don't

worry, this is normal. When

we increase the budget in our

campaigns, we can generate many more

sales, but we can also lose more

money if we don't know how to do it

correctly. That's why in this

video I'm going to explain everything you

need to know to scale your

goal-setting campaigns today. You'll see examples of

companies that invest from $500 to

$370,000 per month, so you know what

strategies to apply according to

your business budget. And finally, I'll share with you

the most common mistake when scaling

metadata campaigns, which practically

no one is talking about. Okay, for this

video I'm going to use this document to

show you how to scale

metads campaigns. I'm going to show you the five

most important recommendations and how they

change depending on the

budget level. So let's start with the

first one, and it's the correct structure.

Perhaps the most important thing to be

able to scale campaigns correctly is to

have a good

structure with your campaigns from the beginning. And that's why I

want to start by showing you the structure you

should have with a

small budget, because imagine that these are

the foundations on which you will

build your campaigns tomorrow

when you scale them up. And that's why I

also want to show you examples of

companies that are at different

budget levels. For example, this is a

company in which 2,200,000 Colombians have been invested in the last 30

days

, which is around $600.

They primarily sell through

WhatsApp because they don't yet have a

website. So, this

goal, the interaction goal, is being used

to generate conversations through

WhatsApp. And since they have a

small budget, there's no need to

have too many campaigns or even

be thinking about scaling up yet. They

need to have the right foundation.

And what are the correct bases? Having

only two campaigns when you're

starting out, which are these. This is the

first one and it's a cold traffic campaign

. With this campaign we will show

our ads to people who don't

know us yet. And here I really like to

have different

sets, testing interests,

open segmentations, even

similar audiences to find which one

works best for this brand. And within

each of these

ad sets, we'll also have

different ads to run

tests and find out which image,

video, or sequence works best. But

in addition to this first campaign, we're going to

have another campaign where we'll

show our ads to people who

already know us, people who are already

familiar with us, or as it's

also known, hot traffic or

retargeting. And in this case,

we only have one set of ads with

all those custom audiences. And

within this set of ads,

we'll also have different

ads running various tests to

find out which one works best. And that's

the structure I recommend when you

're starting out. And this is a

structure that I recommend not only for

companies that sell through

WhatsApp, but also for companies that

sell through other channels. For

example, this is a company that sells

through an online store, and in this

case, the sales objective is being used

to get people to buy from them

on their website. And in this case we can

see the same two campaigns. We have a

main campaign to attract

new people. Within this campaign we have

different ad sets to

test different audiences, and

within each of these

ad sets we have different ads with

different images, videos, and sequences

to identify what

works best. And we also have a second

campaign with all the people who

know them in just one set of

ads, and here we also do

different ad tests. Now, you

might also be saying, Felipe,

what if I sell through two

channels? For example, if I sell

through WhatsApp, like this first

example, but I also sell through

an online store, like this second

example, what do I have to do? Do I have to

choose one of the two?

You couldn't necessarily use campaigns

for both types. And that's something I

also want to show you with this other

company, with which we have two

campaigns for their online store. And here we

can see them. Uh, there's the

cold traffic campaign, this is the campaign for

people who already know them and

the same structure is repeated but for

WhatsApp. And we have this

cold traffic campaign and this campaign for

people who already know them. Now let's

move on to how to start scaling them, and

that brings me to the next point. And

possibly the best

scaling method within Metadats is called

horizontal scaling, which involves

creating additional campaigns,

ad sets, and ads to

attract as many customers as

possible. In this case, we will no longer

have just two campaigns like these

first examples, but we will

start creating more to allocate more

budget to products or collections

that are generating very good

results. And it's a horizontal scaling man

, like we started to

expand our account. Instead of

two campaigns, you can start having

four, six, eight, and so on. And

how can you scale horizontally? There are

different ways. In the case of this

company, they have a

very extensive product catalog. They specifically sell

eco-friendly cleaning products. So, they have

deodorants, toothpaste,

toothbrushes, and so on. And in order to

allocate a budget to each of

these collections, separate campaigns are created

. For example, this is a campaign

for deodorants. So, there's a

deodorant campaign. Here we

have different audiences that have been

tested, and here we also test

different ads. And look, here I

want to show you, for example, two of the

ads that are being used. Look,

here we have one of these ads. It's

an image and this is another video with a

testimony. However, there are

other products as well. For example, this

campaign is for an

eco-friendly sunscreen. In this case, there is only

one set of ads because it has already been clearly

identified that this

set works very well. In fact, it's

an open segmentation, which is

possibly the best segmentation

when you're climbing because you leave

everything open to the goal. So in this

case, only one segmentation is left

open, and that is placed in different

ads for this product. Look, for

example, here we can see it, it's a

sunscreen, and so on for

each of the main collections

or products that they want to promote,

different campaigns have been created with one

or more advertising accounts and each one

with different ads. This allows you to

conduct different tests, and this has

a very big advantage: when

you have a wide catalog of

products or services, they very likely

also have different prices and

different margins. So, when you

create, for example, a

deodorant campaign, you say, "Okay, I need

my ROAS for this specific collection to

be, for example, 3.5, because it

's a product with a very good margin,

so even with a ROAS of 35 I'm

profitable." On the other hand, the

sunscreen might not have such

good margins, I don't know, maybe because of the price

my supplier gives me or because of the

ingredients it uses, so

I need a higher return. You may

need a return of five or

six now to be profitable, and you

have that in another campaign. This

allows you to set different goals

for each of the products or

services being promoted, and

thus know when it is becoming

profitable. And if you want to know the

minimum ROAS your campaigns should have

based on your

business margins, I explain it in detail in a

video on my YouTube channel, and it

's actually one of the most important videos on

my channel. So, I'll leave it in the

description so you can check it out.

However, there are other ways to

climb. For example, we have the case of

this other company with which

almost $16,000 has been invested in the last 30 days

and with it sales are made both

through WhatsApp conversations

and through potential clients.

In other words, these two

strategies here, interaction and

potential customers, are mixed and with them they

scale horizontally, but in a

slightly different way, because they

sell through specific cities.

They have offices in different

cities. So, for

example, there is this campaign that is for the

city of Bogotá and they are located in

Colombia. So, here I'm going to

click on edit and we can see that in

segmentation,

Bogotá is being selected, however, they also

sell in other cities. For example,

this campaign is targeting people

in Barranquilla, and to see this, we'll

click on edit and we'll see that

the city of

Barranquilla is being targeted here. Well, not only the

city of Barranquilla, but also the

Colombian Caribbean coast, Santa Marta and

Cartagena, because although they are

located in Barranquilla, people

from Cartagena or Santa Marta can

easily travel there, since they are all very

close. Or they also sell in the

city of Medellín, and that's something that's being

done with this other campaign. Here

we can see that segmentation is taking place in

the city of Medellín, for example.

However, when you're scaling

horizontally, there's a type of campaign that's

very different from the others, and that's why

I want to explain it in a separate point:

branding campaigns. And that's something we

're doing with this company.

This is a company with which

we have invested 102 million pesos in the last 30 days

, which is

around $25,000. We have sold almost

1.5 billion pesos, which is

around $350,000

and that is a return or rate of 14.22

and with them we are also scaling

horizontally. As you can see in this

case, there is first this campaign where, at the

level of a set of ads,

different products and

collections are tested that they launch

because they change

the products on their

website quite frequently. So, here you

test things out, and if you're constantly

rotating your products, that's something you

can also do: have a

test campaign where you're doing tests at

the ad set level, and then

when you detect that something works very

well, you start scaling it up here. You

can keep increasing the budget, that's

also called

vertical scaling when you increase the

budget for something, but more importantly

, you move it to its own

campaign, which is horizontal scaling,

as I'm showing you, and then you

move them to their own campaign to

give them more and more fire, and it's a

strategy that's working very

well for us. But with them, something else is used that I

also want to explain to you, and it's very

important:

branding campaigns. What is branding? When we don't

invest in getting people to take

specific actions, that is, we don't

invest, for example, in

sales campaigns to get them to buy on the

website, but we also don't invest in campaigns

, for example, interaction campaigns to get them to

write to us on WhatsApp,

Instagram or Messenger, or we don't

invest in lead generation campaigns

, but instead we use

completely different objectives. For example,

we use the awareness objective

to reach many people and

achieve a large reach, or we also use the

traffic objective to increase

visits to your Instagram profile. These

are objectives that won't

directly generate a sale, but they will

reach a lot of people, and that's it. And

that's exactly what we're doing

with these two campaigns. Look, these are

the two campaigns with the lowest returns

. We can see that this campaign

has a return of two and this one of 0.28. They

are also the two smallest campaigns

, but that couldn't be, Felipe,

because they are losing money.

Not necessarily. We have this campaign

which is a traffic campaign to

increase visits to your

Instagram profile. Look, here it is. Maximize the

number of visits to the

Instagram profile. which is very good, for

example, for increasing followers. And there is

also this other campaign which

is a recognition campaign. And in

this case, a test is being done

that I really like with

recognition campaigns, and that is testing campaigns

optimized for

video plays, that is, throughs, and that is something

you can do here, look, maximize

throughlay plays. A

throughay within Metads is a

15-second playback. So,

with this set of ads we're going to

try to get the most

15-second views on

our videos, so that a lot of people see

our Rels. And we also have this

other set of ads that is being

optimized for reach, that is, to

reach as many people as

possible. And this second one didn't work

either, so well, in the end we went

with this one, but it's a test

that I like to do with

recognition. And why are we doing this?

Because when you use a

direct campaign objective, that is, the objective,

for example, of sales, but also the

engagement objective if you want them to

write to you, or the lead generation objective

, you are going to reach

highly qualified people, right? And people who

can buy from you from the beginning, as I

'm showing you in these first

structures that we saw. But what

's the problem with all that? which is a

small audience. Well, in the end, the

people who are going to buy from you through

your ads, just by seeing your

advertising and that's it, is a

small audience; not everyone is ready

to buy or to write to you or to

fill out a form. Many people

first want to watch that company's video

, follow them, and then, in a few

weeks, months, or even

years, take the action we

want them to take. And in the end, it's a

much larger audience. And when you're

climbing, it's very important to do that.

If you rely solely on these

direct campaigns, there will come a point where

everyone has reached you

and your costs will start to rise

too quickly. So that's why

when you're scaling horizontally and you're already

generating very good sales, that's when

you can also start investing in

branding campaigns, which are

much bigger campaigns, you reach a

much more massive audience, but you know

that they're not going to generate results quickly. These

are people who will take weeks,

months, or years, but let's say you're

expanding the reach of your business. And you

might also be thinking, "Okay,

Felipe, is there a way to

measure whether these branding campaigns are

generating sales for my business

so I don't just pay for

Instagram profile visits or

views, but see how

this is translating into

sales?" And the answer is yes, but

that's not something you do within the

Ads Manager, because Meta

can only show you

results that happen up to 7 days

after people click

on your campaigns. And if these people

end up buying not 7 days later,

but weeks, months, or

years later, that's something Meta can't

show. But we can see it on

other platforms, and that platform is

specifically Google Analytics. If

you have a website, I recommend that you

please install Google Analytics 4.

It's a free tool that

allows you to obtain information about your

website, and once you're in Google

Analytics, you'll go to this report:

Traffic Acquisition. Here we can see

the main channels through which

people are visiting our

website and also

buying from us. And well, there are different types

of channels, but there are three channels that

are directly linked to branding and they

are the following. The first one is

Organic Social. These are people who

are visiting our website

thanks to organic posts on

our social media. For example,

a link we've left in our

Instagram stories or the link

in our bio, and many of these

come precisely from the

Instagram profile visit campaign. The

second channel that is closely linked to

branding is this one, Organic Search. These

are people who find your business

through an organic

Google search. In other words, they could be people

who, for example, started following you

on Instagram or saw one of your videos and

then went to Google and typed your

name and clicked on your website

without clicking on any advertising. And

the third channel is this one, Direct. This

is possibly the channel most closely

linked to branding, because these are people

who write your website name directly here

. So, I don't know if your

website is example.com, but if someone already

knows your website and types it here and

presses enter, it's

direct traffic because they didn't need any other channel.

That person already arrived at your website on their own,

and nobody wakes up one day and says,

"Let's write this website and see

what they find." A direct traffic visit

always comes through other

channels that have been used

previously. So, to see what

branding is also working, what

one does is select these three

channels that are most closely linked,

precisely this channel. Then we

click here to include in the chart and then

we're going to click on a wide time range

. For example, in the last 12

months we will select that it be per

month and ideally there should be

growth. If we're investing in

branding, then more people should

be visiting me through my

social media, through

Google searches, and directly. And that's something we

can see in these graphs. Look, here

we can see that, for example, a

year ago organic social media traffic

was 37,000, direct traffic was 20,000, and

organic Google searches were 8,000. And now

let's go to the last full month, which is

September. And look, organic social media

went up to 96,000. Let's remember

that it was at 37,000, it

practically tripled. Directo was

at 20,000, it went up to 50,000. And finally,

we have organic searches on

Google, which started at 8000. In this case, they have already risen

to 32,000. So, we're talking about

the three main

branding channels, all of which have experienced

significant growth over the

past year, and we can also see in Google Analytics

what sales they

are generating for us. And guess what? These

three channels are extremely profitable. I'm

going to filter by total revenue and

we can see that the three channels

generating the most sales according to Google

Analytics are precisely the three

branding channels: Organic Social,

Organic Search and Direct, with 36%, 18%

and 17% of sales. And this is largely

due to the truly

spectacular growth that is taking place and that

Meta cannot report. Meta

can only report for up to 7 days. But if you

want to see growth, for example,

over 12 months, that's not going to happen, and for that

you have to turn to other types of

platforms. Now,

branding campaigns don't need to be applied

100% of the time. That also depends a lot

on the market you're in

. This first example I

showed you is from a company in Colombia, which

is a small market

within the international spectrum, but

for example, let's look now at this other

company that sells in the United States. an

infinitely larger market with

a higher budget. This

company has a budget of

around $25,000. This company has

a budget of 32,000 and investing

$25,000 in Colombia is very different from

investing $32,000 in the United States. In the

United States, this is still

considered a small

to medium budget, and that's why there are no

branding campaigns with them. Look, all the

campaigns are for purchases on the website,

also potential customers because in

addition to the end consumer, which is what

these campaigns for their online store are, they

also sell to distributors, to

wholesalers, so they are sales to other

companies so that they can distribute their

products and in that case,

lead campaigns are used and it

is also a method of

horizontal scaling. If you also sell to

different types of customers or

different types of markets, you can

create separate campaigns. So,

that's something that's being done with

this company, but they're not

investing in branding campaigns. There

's no need. Look, all the campaigns

are using these objectives

because they sell in such a

large market that even using these

direct objectives, which are the

sales and lead generation objectives

, it is not

yet necessary to invest in branding.

Branding would be necessary if they had a

much, much higher budget, most

likely above $100,000 or $200,000

per month. And that brings me to

this other example, which is of a company

that sells in the United States and with

which we have invested 360,000 in the last 30 days

. In the

United States, this is already starting to represent a

large budget. So in this case, you have

all these campaigns and you also have

this campaign, for example, to increase

visits to the Instagram profile. It's

a small budget,

8,000 out of a total of 360,000, but it

helps us to get more people to

know this brand and in this way we don't

only reach those who are

going to buy directly from their website.

Now let's move on to the fourth point, the

moment of escalation, and that is repurchase. The

last example I just shared

has something very interesting: we're

investing $360,000,

but we've sold 629,000, which is a

ROAS of 1.72. You might

ask, "Felipe, with those numbers, how

is it possible to be profitable?" I mean,

advertising is eating up more than 50%

of total sales. So how does that make

a business profitable? Because

they have a very good

repurchase strategy. We

can see this in their Shopify store, and

over the last 365 days,

the currency has been in dollars. We've

sold 22 million. And one of the

reasons this is so

profitable is because they have a very good

repurchase rate. I'm going to

click on this graph to see that. "Returning customer

rate over time" is the rate of

repeat customers over time, and

we can see that right now it's at

32%, actually it's at 33%, which is a

pretty good percentage.

Having a

repurchase rate over 25-30% a year

is in a very healthy position

because we know that many of

these customers we're acquiring, who

are barely profitable on their first purchase—

some products even

lose money—will

continue to

generate revenue through repeat purchases. The advantage is that

the real profits come from these subsequent purchases

, not so much from the

first one, but from

the second, third, fourth, or

fifth time they buy, because we won't

need to keep paying another

platform. The customers will

handle it themselves. To analyze

repurchase rates, I use a report I really like to

review, and it's this one. Let's go to reports.

Then we'll write RFM (Reports) and RFM (

Customer Analysis). RFM is a

marketing acronym that stands for

how recent a purchase is, how

frequently a customer is repurchasing,

and the monetary value of

those customers. This graph shows us this

. Here we can see the score for how

recent the purchase was. The closer it is to this point

, the more recent

the repurchase, which is

much better. We can also see

the frequency and monetary value here. The

higher the frequency, the

more frequently the customer is buying, and the

higher their value. We want these

customers in this corner.

Why are they called "

champions"? Because they're customers who have

recently purchased, are

frequently buying, and

have a

very high monetary value. These are our

most valuable customers, and we

can see them here. However, there are

other groups as well. For example, we have

loyal customers who have

purchased frequently and have a

high monetary value, but haven't

bought in a while. We

need a specific strategy to

reactivate them because they're

starting to become complacent. Then we have

active customers. They may

have purchased recently and

frequently, but their monetary value

isn't very high yet. So, we need to

engage them as well. Certainly

higher bids. Then we have these

others who bought very recently, which is why

their "recency" score

is very high, but their

monetary value frequency is very low. So they

are new customers; we need to move

up. And so on, we have

different types of customers, down to these

dormant customers, who haven't

bought from me recently, who have

bought very few times, and whose

monetary value is very low. So, when

you're starting out, it's not really necessary to

do this type of analysis yet because you do

n't have many customers

in these groups, and the most important thing is to

focus on acquiring

new customers through the structures I

shared with you at the beginning. But as

you grow, it's crucial to review repeat

purchases and ensure that all

the customers you're acquiring

return to your business to buy

other products and services. That's

where the real profits are.

Let's say this is like the hidden side

of scaling, the thing nobody talks about:

everyone focuses on

scaling campaigns,

horizontal scaling, increasing budgets, many

campaigns, ad sets, ads... But if

that's not backed up by good

repeat business, a solid community of

returning customers, then

scaling becomes very difficult

and almost unsustainable in the

long run. Because if you acquire customers this month

and want to acquire 150 next month

, you have to start all over again and

acquire 150. This is in contrast to a brand that has already

acquired 100 customers but knows that

30 will return the following month. They don't have to

acquire 150; they only need to acquire 120, and

so on. It starts to

snowball, making it

easier to reach your goals each time.

Finally, let's look at the fifth key point of

how to scale meta-ads campaigns. This is

n't necessarily about

our meta-ads campaigns, but also about

starting to think about other channels.

With the company I showed you, where we've

invested $360,000 in meta-ads,

we're also investing in Google

Ads. And we're

getting different results with Google Ads. For

example, look, we've invested in the

last 30 days... In $200,000, but here the

return is higher. We can see that

with this Google column,

conversion value over cost, which is

basically the ROAS, that is, how much you

've sold versus how much you've invested.

And in this case, it's at 515 compared to our

goal of 1.72.

Why? Because this company sells a

product that solves a very

specific need, and it's very common for

people to go and search on Google.

So, we also have

Google campaigns to

maximize monetization, and we also have

a campaign to ensure that every time

people search for this brand on Google,

we're the first result. There are

competitors trying to

appear there and steal our customers, and that's why

we have this campaign—it's called

a brand campaign—to protect ourselves from

those searches people are

doing, and it also has a very

high return of 36.4. This is very common with

these brand campaigns on Google. These are

people who are already highly qualified, who

know us, who already have a brand presence, and

if we return... Here, they would most likely be in

organic search traffic—people who

find us through Google or

through direct traffic—but through

a Google Ads campaign in

the search bar, we're also

protecting ourselves. So, that's why when you're

going to scale, think about how to scale

horizontally. Yes, we've already seen through

multiple campaigns and so on, but there will

also be a point where

you have to invest in other

channels as well, because if anything happens

to your Metads advertising account,

your business's sales can plummet,

and that's a very high risk. When you're

starting out, it's perfect to

concentrate on mastering that

channel, the budget, the ads, the

audiences, everything. But as you

grow, it's important to diversify.

Concentrating is an offensive move to

grow quickly, but diversifying is a

defensive move to protect yourself from

any risk. And when you're

growing and already have a certain volume,

diversifying channels is

fundamental so you don't put all your

eggs in one basket. And in the

future, I also want to talk about how to

integrate strategies of Metads and Google

Ads, because many of the strategies

we apply here we later replicate

on Google and vice versa; both

channels complement each other very well.

So, subscribe so you don't

miss any of the videos I'll be

uploading to my YouTube channel. Well

, that's all for this video.

I hope you liked it, that you

learned something, but most importantly, that you'll

apply it. And if you want to know

which are the best audiences to

add to your

meta campaigns, I recommend you watch this video.

Thank you.

Will you stay with me?

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