Cómo Tomar Decisiones en Meta Ads para tu Tienda Online

In today's video, I'm going to show you a very clear step by step guide on how to make daily decisions with your ads. I've never tired of repeating in these videos that the founder has to make decisions about the ads. And what's more, they can do it in five or ten minutes every day and they make the decisions themselves. This is a clear step by step guide that I've taught to almost 100 clients who have consulted with me and all of them have had better results than agencies, freelancers or growth partners. In case you don't know me, my name is Power Screech and I help founders of private label online stores earn much more money. And to teach you how to make daily decisions, what I'm going to do is give you a very clear theoretical step by step guide and we're going to do practical cases with different clients that I have in my consulting room and who haven't made decisions yet today, and I'm going to do it for them. Very simple. As always, to make daily decisions with your ads, you have to be very clear about when it becomes profitable. A mistake that many online store founders make is that they start creating ads and do not know the maximum they can pay for a customer or at what roas, it becomes profitable. If you do not understand, roas is what the ads return to us. In other words, if I put in €10 and it gives me €100, my ROAS is 10. It's easy with this Excel file which by the way, you can download in the first link in the description and it's in a drive folder with all these documents that you can use to earn much more money with your online store. But let's focus on profitable customers which will tell you when you are profitable. Here is a video where I explain in more detail how to use it. But it's very simple. Here you are simply going to enter your average order value. And here we have an example that I have given something that they normally buy from you for 85, it costs you 25. Shipping costs 4. Packaging, I don't know, let's enter 1 and other direct costs 4. Then you fill this in and this is the data. This is the data that Excel is going to give you that it is going to spit out for decision making. You are going to have a break even CPA of in other words, a break even cpa. The break even concept is the break even point. That is from when do you make money and how much do you not? If a client costs you less than 51 you win. If it costs you more than 51, you lose money. Simple. And then there is the break even roas by by how much do I have to multiply each euro that I put in to be profitable? If I multiply it by more than 1.67, I make money. And if I multiply by less, I lose money. Very simple. The first thing we need to keep in mind once we're going to be faced with all these daily decision making processes is that I'm always going to look at the last seven days and the last four for two reasons. Why'd I look at the last seven and the last four and not look at yesterday or today? Because what I want to see is the most realistic data and it takes time for Meta to attribute sales. I'll give you a very simple example. It could be that today when you're watching this video, you've generated a goal, a sale. But until two days from now, Meta doesn't say, hey, this is mine. So if I made decisions looking only at today, tomorrow, I wouldn't have seen that I had a sale today. It's a bit of a mess, but that's why I want to look at a wider time frame. The last seven and the last four and why do I look at the last seven and the last four and not something static? Because I want to see the trend. It's very important. It's not the same to have a super high roas and then have it drop a lot than to have a super high roas and then have it go up even more. It's completely different. That's why the trend is so important. Okay, let's move on to practical cases. The first thing I want to do is look at the ad set level. At the campaign level. Why do I put campaign ad set? Because as we all know, or if not, I'll explain it to you. Now, you can't set the budget for each creative. Here we can see the campaign ad set and ads level. You can't set the budget at the level of each ad. Here it says 12 because here in the ad set it says 12 depending on whether it's or CBO. This is a little more advanced. So we're going to put it at the campaign and ad set level. That's why I put it together. Then I'm going to look at the roas because this is what's going to tell us if we have to increase or decrease the budget and if my roas is above my roas break even, I'm Generally going to increase the budget here, then come nuances and if it's below, I'll decrease. If my ROAS is below, my ROAS break even, I'll reduce the budget. And there are always nuances. That's what experience gives you. And it's what I guide my consulting clients the most in my six month support, where I tell them, okay, it's normal for you to think that you have to increase the budget, but look at this, which gives you the signal that maybe you have to wait a day or two. For example, I'm going to take this client who makes personalized gifts with a 3D printer and as you can see here, they've tested different types of products because they have between one and 20 products. And what they wanted to see was which was the winning product. I told them, let's test different winning products. They tried figurines from the Squid games, then generic videos, and then the one from sanframine worked really well for them. So now we're going into other parts of how to test products and we see that at the level of Sanframine, at the campaign level, you see here it is with the overall budget for ads, I'm going to go in and see that the Sanframine videos work better. It's in the last seven days with €12 per day, 17 purchases cost per purchase of €5. That's crazy. And most importantly, ROAS 7.66. I think they have a ROAS of 2.8 or something like that between 2 and 3. So here they have a very good roas for now. What am I going to think? I'm going to increase the budget. And now what I want to see is the trend a four days here with the change of month. It's confusing, you see, and it continues to remain the same high. So for example, I recommend increasing 20% from 12 Euros. 20%. It doesn't matter how much you increase it, because if not you're going to be increasing euro by euro, right? But here I would make a much more aggressive increase. Why? Because the deviation from the real ROAS to the break even ROAS is very high. So I can push more aggressively. So I would go directly from €12 to €20. OK, so I've already made this decision at the ad set level. I've looked at the roas, I've looked at the last seven days, I've looked at the last four. What am I going to do? I'm going to look at the ad level, at the creative level, that is, I've Already looked at the campaigns as a whole and then I'll look at the ads. And what am I going to look at in the ads? I'm going to look at the roas to know if that ad is a winner and I'm going to look at the cpa. I'm going to put here, I'm going to clarify because sometimes I get too technical. The cost per purchase to turn off a creative, I consider whether to scale the winning creatives and then that's a completely different video on how to scale a creative. And the creatives that bring me a CPA that's too high or for the first sale have already spent a maximum break even CPA I'm going to pay for it. So bringing it down to earth, we go back to the last seven days. I always like to start from the last seven days. So we see here that from the creative tests, one purchase, one purchase, 15 purchases. Normally the signal isn't so clear. But let's see, the creative that is generating 15 purchases which is much more, is being targeted. He is giving them the entire budget on top of that with a very high roas, a cost per purchase of five. That's outrageous. What we are going to do is for me a winning creative is more or less the one that carries this out. This is something indicative a there are many nuances but with seven or eight purchases it is quite a winner and can be scaled. So with this roas I would scale this creative nuances. For example, these two creatives also have roas to scale. It is well above their break even but what happens is that they have few purchases. So I still wouldn't put it in the category of we are going to scale. I would give it a much better chance. Okay, a little bit more that isn't included in this video. But what I'm going to tell these clients after making this video is that we're going to scale this video and make more like these at the level of spoken video scaling. Another thing we have to realize is that we're going to look at the characteristics of this creative to see what we have to do more of. For example, looking only at the names, toilet paper and lots of photos. Well, what I'm going to focus on is spoken videos. Why? Because it's very, very, very successful. The difference is huge. So in future videos I'm going to focus on spoken videos and I'm also going to make variations of this. I'm going to change the hook. I'm going to change the position of the two of them who are a couple maybe left, right. These are small iterations that will allow this winning video to receive more budget and bring you more sales over time, thus avoiding the whole issue of the ad burning out, which is one of the biggest problems you have as online store founders. The last thing I'm going to mention is that many times or many online store founders, the difference between ROAS 7 and ROAS 8 isn't very big, but many of my consulting clients come to me with the question, okay, pow, do I have ROAS 8 here and ROAS 7 here? Imagine if it's not a ROAS 7, which is what normally happens to you with a Roas. Imagine if the ROAS break even is 3. And here we have a ROAS 4. And here we have a ROSA ROAS 8 while maintaining the same sales, that is one sale here and 15 here. Many times you tell me or my clients tell me, okay, pow. Why don't I turn off this creative that has a ROAS4? Imagine that he is in Ross4 and all the budget that he is giving here is transferred to the one from many photos and this way he will get sales at 8. What happens is that when this happens, normally 99% of us are not smarter than Meta. Sometimes when you turn off a test, a creative that Meta has not given a budget to works for you. Very rarely. Very rarely in my experience. But what would happen here is that this creative would not be able to withstand this Roas with the level of budget that this one has used up, which is €76, which is like 15 times more, literally 15 times more budget than this one in terms of amount spent. It's like, I really like football. And I give my clients the example of Suarez and Messi. There were years at Barca when Suarez scored more goals than Messi. And then you might think, okay, why don't I remove Messi from the team and Suarez will score all those goals and Suarez will end up with 90 goals in a year. The thing is that if you take away from Suarez who scored, let's say, 55 goals, Messi who scored, I'm making this up 40, Suarez probably won't come close to those 55. Why? Because Messi is the one who is beating all the defenders, the one who is leading in every game, and that's why Suarez ends up with that better Roa, those higher goals. So a creative player who gets 15 sales is much more important, even if the Roa is a little lower than a sale with a very high Roas, which doesn't tell you much, but anyway, this was a parenthesis. So once these decisions have been made, it's a simple decision. I've chosen clients who don't have much complication, so you can see it. Let's look at other types of clients and that way we'll see other cases. Okay, let's see. Although these campaigns aren't very well named, let's look at them separately. So let's look at each campaign individually. Let's see this campaign here. As you can see, the budget is at the campaign level. So I'm coming to this client. I think she has a roas of less than 2, so I don't remember very well, but let's consider it that way. So here I would increase the budget a little bit. Oh, okay, she's in last. Okay, I'm going to go back to the last seven. Perfect. Here she is at ROAS 2.34. I wouldn't increase the budget much here. If we're going to put Roas two to make it easier, she's at 2.34. So I wouldn't increase the budget much, but the last four days are at 2.56. The trend is already positive here. I already have the feeling that I'm going to increase the budget. I'm going to look at the last two in case it gives me some information. 3.37. See here I would make the decision to increase the budget. So I would increase it by 40, but I wouldn't increase it too much for the last seven days. So I would simply increase it by 20% and that's it. Then I would raise it to 20% when it's 10 bucks. Well, 50. Well, it's not 10 bucks, but 50. €50. Let's move on to the next campaign. Remember that Rasbaran is two for this client. So here, ROAS195 in the last seven days. Here I would go to that creative level to see which ones are screwing up. Here the trend is positive. So let's look at the last two days and the trend is very positive. So I would see it the last seven days, which ones are screwing up for me, you see, and my client here has done very well. Why? Because as you can see, they are already off. So what was reducing the roas in the last seven were these creatives that had a ROAS of one, ROAS of two. And there was a creative here with ROAS of 342 and very well taught by me. My client. Well, in this case it's a female Client in the last four days, they're not receiving much budget, although their roas is messing up a bit. And if we look at the last two, I suppose they're already there. Hey, see, there they are. They were already turned off. So the roas is really good. The roas is really good. Very good for my client. Very good for my client. So now what would I do? What would I do here? I would do more like this creative, obviously, and quickly. Because otherwise with a creative. In fact, I'm going to tell you now, after finishing this video, with a creative, you only buy a lot of tickets so that it burns out faster. And then we'll see the ads at the level of this first campaign. Ah, let's see, the last seven days, this one hasn't received a budget. Okay, here's the sequence. There's this one with low roas. This one too. Let's see. Last four. See, I would start. I would consider turning this one off. I would turn this one off. Now I'm going to tell my client that we have to turn it off. And I would focus on the sequences and make more sequence variations, whether it's images or other types of catalogs that you can make. Okay, and let's see, the last client you've already seen, it's because I'm explaining it. But these decisions are made in five or 10 minutes a day, obviously, then you have the daily work of writing down what you have to scale, writing down the creatives that you have to do and recording them once a week. But the daily decisions that your agency is probably making and your agency is not making them with so much care because they can't be made in five or 10 minutes. And you're paying an agency, a freelancer, a growth partner, 600, 700, 800 bucks. Because if it's less, they're already screwing you over. Look, no, I don't know if you think that paying a kid 200 bucks is going to change the reality of your E Commerce. No, you have to do it as the founder. It can be done in five minutes. And on top of that, you will do it with much more care. This is the latest case study and this client is already a little more advanced. And as you can see, she already has a slightly clearer structure and is investing a little more. And as you can see, I have said this many times and with this client, she is already starting to transition from when a client comes to me for consulting, especially when they don't have much idea. What I say is, okay, launch a very simple campaign and learn how to make decisions in the ads. And now by doing it this way she has had great results and I'm already giving her the next level of knowledge that it is okay, let's structure the account a little better and we are going to go a little more advanced. And she is in this transition to more advanced videos which I have done. Okay, testing, scaling, retargeting, different scaling, different tests. She is in this transition and she has done testing and we are going to see the testing here. She has a lot of margin, so her roas is below. Roas break even is below 2. Lets put 1.8. So here I would increase the budget. I'm going to see the last four. Very good. Row is three. So I would increase the budget here. So I want to add a nuance. And many times I have said okay, in testing you are going to invest less with less roas. And look, the scaling is multiplying one by two and the roas is much higher. That is what testing allows you to. This is what I explain to my clients and what I clarify in free content. So I test, I am going to increase the budget 100% and I am going to see at the ad set level. Very good. Here we have a lot to talk about. My client has done very well. She is always very attentive. That is why she has such good results because she listens to me and is attentive. What she is going to do is scale the photo. This will be scaled later. And what it will be careful about, it will definitely be careful about, is that this creative does not exceed that CPA break even in the last seven days. And I'll go back and remind you that we have the maximum CPA here. That is the budget opportunity that I'm going to give to a creative so that they bring me that first sale at the creative level. So this creative, where is this creative? It has spent €22 and has not generated any sales. So imagine that its CPA is 20. I don't remember, but imagine that it is 20. 20 times 1.5 is 30. In other words, let's say for the first sale of a creative, I look at the amount spent and imagined that for this client their CPA break even is €20. That is to say, at most to be profitable, you can pay €20 for a client. But to give the first opportunity to a new creative to make the first sale, you can say okay, okay, I'll give you a little bit of, how do you say it? I'll give you some leeway so you can bring me that creative. But later I'm going to be demanding with you. So we're simply going to multiply 21.5, which if I'm not mistaken, where the hell is it? The equals number is 30. So when this creative reaches 30 and hasn't generated any purchases, well, Tatiana will turn it off. That is the founder will turn it off. So it looks like we're going to scale this up. It's been going well for four, so when it reaches 67, it will be scaled up. So these are the decisions I would make at the ad set level. This one is very good because it's turned off. And if this one reaches 30, we'll turn it off 30, hypothetically. Right, and that's it. This is the decision we had to make. And then we're going to look at the scaling campaign here. We're going to increase the budget by 100% in the last seven days. The last four days are trending upwards. So it's standard practice to increase the budget. And now I'll tell you. Ok. And at the ad level, as you can see, these are all winners. Very high steals, much higher budget. So what we're going to do is see the last seven very high steals. This is what causes a scaling campaign. So here I would simply increase the budget because there's none to pay for. I would simply pay a little bit more attention to this and make variations on this and increase them from testing to scaling. So simple. This is how daily decisions are made. You've already seen five or ten minutes the end. I want to show you as an online founder that you can make the decisions yourself. You don't have to pay any agency, any growth partner. It's simple. You just have to understand how it's done and you'll never depend on anyone outside your company again who also won't put the same love into your baby, which is your online store, as into your money, which is what you do with ads, which is making decisions as if you were an investment fund with your money. So let's leave the video here if you want me to help you make decisions like these clients who will never again depend on agencies or anything. And on top of that, they're making a lot more money when literally, I think less, I think less. One of the three that I've shown you, they've all gone through agencies and they've all come to me very, very, very messed up. And of course, so if you really want to make money, because all of these have had much better results from agencies that specialize in ads simply because of what we're talking about below. You have so much. I remind you to download this from this drive folder with all the documents that will help you earn much more money with your online store and schedule a meeting with me if you are sure that you want me to make you earn much more money by accompanying you hand in hand for six months. So see you in the next videos. I hope you have had some doubts.