- The CEO of BitLiquid Media and Facebook/Instagram Ads specialist, Roger Villadrosa, introduces himself and promises a concise and informative video.
- He will discuss the new way to do Facebook and Instagram ads with the iOS 14.5 update, what people are doing wrong in campaign management, and the fallacy of segmentation in Facebook and Instagram ads.
- He will also explain the current era of MetaDatz (Facebook Instagrammatz) and how things have changed due to the iOS 14.5 update.
- The update limits the platform's ability to capture data from third parties, affecting data volume, quality, and AI optimization.
- Villadrosa offers solutions to concentrate and improve data for better campaign optimization.
- He discusses three keys to achieving results on Facebook and Instagram: improving tracking and attribution, understanding the fallacy of segmentation, and adapting media buying strategies for iOS 14.5.
- Simplifying the account and accumulating more data in each campaign, ad set, and ad is crucial for better optimization.
- Villadrosa emphasizes the importance of avoiding overly small audiences and limiting Facebook's ability to work with larger data sets.

- The video discusses the importance of avoiding a vicious cycle in advertising by avoiding hyper-segmented audits with limited ad variety.
- It emphasizes the need to provide enough information and creative material to allow the algorithm to work effectively.
- The algorithm works by testing ads on a smaller group within the audience, collecting data on reactions, and optimizing towards those who respond well.
- The algorithm uses various data elements, including initial feedback and campaign type, to optimize ad delivery and reach the right audience.
- The video suggests three strategies to improve data quality: being specific in ad copy, working from different angles, and creating a message structure with multiple ads.
- The goal is to optimize for better ROAS (Return on Advertising Spend) by understanding how segmentation and targeting work.

- The importance of copy and creativity in advertising is highlighted
- The difference in results between a decent and a brilliant ad is demonstrated
- The need for knowledge, best practices, and iteration in creating effective ads is emphasized
- The importance of resources and methods for scaling ad campaigns is discussed
- The speaker offers a premium course on Facebook and Instagram ads, aimed at helping others learn these strategies faster

- Roger Villadrosa, CEO of BitLiquid Media and Facebook/Instagram Ads specialist, discusses the impact of the iOS 14.5 update on Facebook and Instagram ads.
- The update limits data capture from third parties, affecting data volume, quality, and AI optimization.
- Villadrosa offers solutions to improve campaign optimization by concentrating and improving data.
- He emphasizes the importance of avoiding overly small audiences and hyper-segmented audits.
- The video highlights the need for providing enough information and creative material for the algorithm to work effectively.
- Three strategies to improve data quality are suggested: specific ad copy, working from different angles, and creating a message structure with multiple ads.
- The goal is to optimize for better Return on Advertising Spend (ROAS) by understanding segmentation and targeting.
- The importance of copy, creativity, knowledge, best practices, and iteration in creating effective ads is emphasized.
- The speaker offers a premium course on Facebook and Instagram ads to help others learn these strategies faster.

Cómo conseguimos llevar a nuestros clientes a 100k de facturación al mes. Cómo conseguir omnipresencia y dominar tu mercado. Qué debes saber antes de enviar tráfico de pago a tu web.

I'm Roger Villadrosa, CEO of BitLiquid Media and Facebook and Instagram Ads specialist.

And before we start, I just want to tell you that this is not going to be a long video, a webinar where they tell you about their life and they don't respect your time.

On the contrary, Here we are going to go for work, your time is going to be respected, and in less than 20 minutes I will show you the following.

The new way to do Facebook and Instagram ads is the iOS 14.5 update onwards, which allows us to generate results with our clients in the agency constantly?

Secondly, what are you doing wrong in campaign management limiting the results you get for your clients or your business?

And 1 very important thing, the biggest fallacy within the segmentation of Facebook and Instagram ads, which I see a lot of people talking about segmentation and you have to do this and the other, and I see nothing but nonsense.

So let's explain this, which is very important.

And thirdly, what is the correct way right now for 2022, 2023 and on to bring Facebook and Instagram up to date and what are the 3 keys or the 3 pillars to do it well in this new era.

If you are managing Facebook and Instagram campaigns right now, I think this class will be a soothing balm for your campaigns.

I think you're going to come out with a clear map of what we're doing wrong, what we should do well or how, and you're going to come out with more confidence, with more confidence to get results.

So, a brief, quick presentation and we're going to the chicha.

I generate more than 10 million through Facebook and Instagram for my clients.

And here I leave you some captures and proofs so that you feel comfortable, listening to the right person to explain all this because if you don't feel like I'm the right person you're not going to listen to me so here you have some results they are a bit varied there are clients with a lot of stuff and a lot of volume too but there are some like this 1 that prioritizes the volume more.

Well, we know how to do Facebook and Instagram according to the strategy and the priority that is given, but here you can see different cases with more spending, with less, different cases, both e-commerce, info product, etc., So that you have a little context and that you understand that we can help you.

Well, my company is Vividly Media, it is the Paint Media agency behind many ads that you have already seen for sure.

We have been key in the growth of training businesses, infoproductos such as EmprendeAprendiendo, with the change to Silex and a big change in the company.

Emprendedores.com, we made them grow from 0 to 100 here, I did ads, funnel, branding, well, everything.

Charles Wei, a very powerful case of success of the agency.

Bezos Academy, David Randulfe from Instituto Webinar, the people from Formación Ninja, Academia Inversión, even in his day, Boludo.com.

And also, well, some e-commerce brands that I leave you here that you may not know so much, but that are quite relevant and are quite powerful in their sector.

And finally, some more mainstream brand that we have worked with.

And I'm just telling you this so you understand that we have worked in different niches and we don't just know how to do Facebook and Instagram ads for 1 type of business.

All these clients, well, some of them are already in annual numbers, a select group is in 8, something that we are very happy about, and in fact, in some of them we participate as partners and accelerators.

Anyway, I hope this gives you confidence to keep listening.

The current era of MetaDatz or Facebook Instagrammatz, as you are more comfortable or it sounds better.

How is the ecosystem and how have things changed?

There have been 2 important events that have marked what Facebook Instagrammatz is today.

The first was before iOS 14.5 and marked the path of the platform to this day.

It was clearly determined that copy and creativity were going to have more weight in the success of your campaigns than the technical part, the media buying and the little hacks.

And second, the event that has changed things the most, the black swan of the online advertising industry, IOS 14.5.

Let's see the problem it generates and what affects our results.

The important thing is to understand why and how the way of doing advertising has changed.

To summarize what has happened very briefly, the iOS 14.5 versions in the future, and this will also happen in Android, limits the capacity of advertising platforms to capture data from third parties.

For example, to capture data from your website and bring it to their platform.

This way, they can know more about your users, know how they behave, track them, etc.

Because the whole history of these advertising platforms has been based on data.

In other words, to be good, they have focused on having a lot of data and making decisions about it.

And this measure affects these 2 pillars.

The volume and quality of the data that they have, that they have goal and then it also affects the artificial intelligence that makes the decisions based on this data.

If we have less data, we have worse optimization, we have worse decisions that the algorithm makes and worse results.

If you do campaigns, I'm sure you've noticed this big change, but we're not here to cause more drama, but to help you understand the problem from the root and give you solutions that are working for us in the agency.

If we lack data and the machine works better, as we give it more quantity and quality of data, all the solutions must feed these 2 premises.

So the solutions are distributed in 2 types, those that concentrate data and those that improve data.

This is all we have to look for when we do our campaigns so that the machine optimizes better.

The solutions to concentrate data are technical and to improve data are creative.

The 3 keys to having results on Facebook and Instagram currently and we have added 1 more extra.

First, improve tracking and attribution technically and strategically.

These 2 premises above, how to understand the biggest fallacy about segmentation in metadata, will focus on concentrating data and improving data, we will do it by improving the optimization with our creative work.

And there are 3 methods that we use in the agency and that work wonderfully.

The first thing, adapt to IOS 14.5 and on, IOS 15, IOS 16, etc.

We are not going to go into detail on how to do it, but the first thing is perfect setup on the platform.

That is, you have to fulfill all the best practices at the pixel level, API conversions, verify domain, added events, everything that Meta tells us we have to do to help him get that data.

That's something we do a lot in the agency.

We use Google Analytics, for example, to know the quality of the traffic, give our data bases from our clients to Facebook and link it, connect to the Facebook marketing API and put it all together in a consolidated panel.

And on the other hand, outside of the technique, the strategic part within the Ads Manager that goes in the way of simplifying the account as much as possible.

I leave you here some technical actions in platform, things you can do within the platform to improve.

We can go into the details of how to do it, but here we won't have time.

Technical actions out platform, things we can do to improve tracking and give information from outside Facebook, avoiding those Apple problems, so that it works better and we make better decisions.

And in the end, with all this, you can end up having a consolidated tracking where you have the information of all the advertising platforms, you put it in a Google Sheets, you connect to App-ID Marketing, you also connect to your platforms and you end up having a very nice data study.

But with those 2 premises you already improve a lot.

That said, let's see how to adapt to the media buying we do in Ads Manager from iOS 14.5.

If we need more data but we have less, our strategy will be based on accumulating more data in each ad campaign, ad set and ad.

This leads us to simplifying the account.

Facebook recommends this Power 5, doing these things you see here on the screen.

That this is sometimes more oriented to large accounts.

In small accounts it may not work so well for you because it loses coherence.

It is important that there is a sense of coherence in marketing above to accumulate data.

We don't have a single campaign and we don't have difference between prospecting and retargeting, for example.

This is an example of a launch of ours when we move a 41 campaign account to 7.

I'm not telling you to move to 3 campaigns, but as far as possible, try to find this simplification, because that way each campaign has a lot more data.

Each ad has more data to work with and can optimize better.

These are the 3 pillars you have to focus on data and improve tracking.

First, that within the platform we do everything well at the level of best practices.

Secondly, that we add our tracking layer outside the platform to make better decisions, not to use Facebook for more data, get information that Facebook is losing, etc.

Once we have those 3 pillars covered to improve tracking.

Another layer that is very important is to understand the biggest fallacy about segmentation on Facebook ads.

What most people do is always make too small audiences.

They think they know their buyer person so well that they can make a super, super crowded audience of 100,000 people and that it works.

This, if it works for you, it will work for a few days and it will stop working.

Because we are limiting the date with which Facebook can work.

Instead of working with a million people, you are giving it 100,000.

So we have to, as far as possible, avoid this vicious circle that I leave you here on the screen.

You can pause the video to see it, but this is the loop of the disaster.

You create hyper-segmented audits with little variety of ads, It works for a few days, but it stops working because it increases the frequency a lot, people get tired, the CTR drops, Facebook sees that there are bad signals and it stops working.

And that's the chronicle of an announced death.

So what we have to do is give it enough information, not segment ourselves, give space to the algorithm to work and give it a lot of creative material.

On the other hand, we must understand how much data our business has to know how big we can make the audiences.

If you have a lot of traffic, you can make broad audiences, that is, open without segmenting, and that the lamp can really work.

If not, we will have to stay in a more intermediate point, but never in ultra-small audiences.

I am going to review how the algorithm works to understand this concept.

You don't have to think you're smarter than Facebook, that to begin with is the biggest mistake.

And our focus has to be on giving Facebook what it needs to optimize.

For users to have a very good experience, therefore, good creativities must be done, not to burn them, etc.

Then Facebook wants to make money, and then it wants you to make money so you can invest more.

It's like an algorithm like Jarvis or like Bulltron that is optimizing for this all the time.

First, within your audience, what it does is take a test from people.

It's not going to go to all the audience you put on it.

As much as you put a million and a lot of pressure, Facebook is not going to play it because it is putting that customer experience at risk.

So what it's going to do is take from that audience of a million, random, it's going to expose the ad to those people.

And from there, it will decide and understand who reacts to that ad and who doesn't.

It will collect data to be able to optimize as soon as possible towards the people who look like the 1 who is responding well to the ad.

The better the reaction to people, the more chances you have that it will work.

What are the elements or data that the algorithm uses to optimize that delivery of ads and reach the right people?

Well, it uses your own data, your own data and initial feedback.

Your own data and data is predetermined before launching the campaign and the initial feedback is what happens later, when the campaign is already underway.

Basically, if this is the audience, Facebook will not show the whole audience, which is the big circle, it will show it to a much smaller group and it will decide if it is worth showing this ad to more people outside of this circle or not.

With this, it predicts a little who will like it so that the first shot, that is, here we go to a group more or less that is related to that type of ads.

And then with the initial feedback it will optimize, it will say which will be the next impression.

Let's look at it with an example, we simply launch this ad to the testing audience and we impact these people.

And at this point the initial feedback begins.

Facebook starts collecting data of what has happened.

Well, those in green, for example, have bought.

Those in yellow are people who have perhaps liked and clicked.

Those in black, well, they may have been looking at the ad for a while.

The purple has commented, the blue has passed it to a friend.

And it's collecting positive feedback and negative feedback.

Obviously a purchase is much more positive feedback than a click.

Well, what it does is start creating an avatar of the person who reacts to this ad, who catches their attention.

What are the points in common between all the people who have had positive feedback in this phase?

And this avatar will determine what the next impression is, because it will look for people within the audience that has selected it that looks like this person or this model of person.

This is what determines who will see the ad later.

So if you understand the segmentation that you do not select in the audience, you understand how Facebook works.

There are segmentation variables outside the audience section.

Audience is not only the age, similar audiences, audiences by interests, by behaviors, but there are other variables that affect, such as initial feedback or type of campaign.

If you do a traffic campaign you will not reach the same people as if you do a conversion campaign, although everything is the same at the audience level.

Only with this change you reach a totally different audience.

The type of campaign, the goal of conversion is not in the audience, but it affects who is going to see your campaigns and, for example, also copy and creativity.

How do we use this knowledge in our favor?

Well, we're going to use it to improve the data because there are ways to affect these variables from the creative work that will help us improve the segmentation, so that Facebook reaches the people we want.

So these 3 strategies are what we use in the agency to improve the data, that the data that Facebook is capturing is of better quality, that is, that we give it very relevant information about who our client is.

So working from different angles is 1 of the strategies we've been using for years in the agency, years, and it has worked great for us.

Well, it consists of the ad being very specific in terms of copy, that it's very specific.

Because what we want is that the ad only reacts to the people closest to them who have that problem or that need.

What we avoid is trying to talk about everything we do with our product, our offer or our lead magnet.

It's like, no, no, No, we're going to make a very specific announcement because if it only reacts to a type of people, the avatar that is created will be much more specific, concrete and Facebook will have a better quality avatar to know who your client is.

Some real examples, this is a shampoo brand where we went by the angle of the problem or the aspiration.

Well, we made angles with the same products, but only focused on the lack of shine and look at the ROAS or only in the part of fine hair.

If only people react who have the problem of fine hair to that ad, if it's only for those people, the avatar you create is a person who probably has fine hair and who has searched on the internet about this, and it's much easier for Facebook to find the next person who is similar.

Because it has a lot of information about how people with fine hair are like.

Because in the dark, only fine-haired people react.

And looking at the cold traffic of the bus is brutal.

Another example is our launch, of a new training.

These are different sensitivities that sell the same.

It's the same what we sell, but from different angles and different sensibilities.

Here we are going to go to people who are concerned about the profession, if this profession has a future.

Here we are going to go to skeptics, here we are going to go to those who are interested in hacks, those who are already doing campaigns and are interested in these little things.

And here we are going to go to people who already do campaigns who want to continue learning and say, what is the new way to do it?

I'm doing it well, I'm doing it wrong and they worked super super well.

This way of working affects that initial feedback, that the avatar we have is much better.

It is a super saiyan avatar, so to speak, or improved, okay?

In a generalist ad, for example, if I make an ad and I have a product that is used for nutritionists and psychologists, sportsmen, for example, a generalist ad, the coaches are going to react, the nutritionists are going to react, and the psychologists are going to react.

That The next impression of this ad won't be so clear.

Instead, if I make an ad just for coaches, it will be very clear for who the ad is for.

And I'm going to have a very specific, positive group that are coaches.

Therefore, it will be much easier for Facebook to reach a coach in the next print.

On the other hand, here there are positive people who are different.

Because there is another scientist who has reacted well, a psychologist who has reacted well, and a coach who has reacted well.

That's why when you have an ad that is very specific and polarizes and only goes to a type of people, this optimizes much better.

Better optimization, better next print, better ROAS.

This is the summary of this methodology, that if you understand how the segmentation works that you don't select, you understand how to get more ROAS.

Once we are already working by angles and we are very specific in the execution of these, it has to be brilliant.

There are best practices that we teach in our training on how, once we work from an angle, to improve them.

But another thing that is very interesting is to work on the structure of messages.

We have to go with a whole message structure.

In the end, we create an ecosystem, because if we are very specific, instead of making an ad for nutritionists, psychologists and coaches, we have to make 3.

We have to have a complete message structure that works like an orchestra or like a herd of orcas or dolphins that hunt together, not like a shark that goes alone.

These are message structures for clients.

It requires more work, but the ROAS comes out.

Obviously, in a message structure, we have different levels.

But the important thing is that you understand that there is a specific message for each moment of the Customer Journey.

Each ad has a specific mission, a specific angle.

Some focus on entering the conversation that the client already has, others pose them and they respond to doubts, objections or gaps without the right information.

They all coordinate perfectly to generate an answer, which is what we are looking for, not to be indifferent.

Click, a record, a touch and finally a purchase.

The last lever we have is copies and creativity that we have.

That message structure, we have that we are working from angles and then these must be very good, they must apply the expertise.

You have to give a lot of attention to the ad and the copy because it is the only part of the system that is in contact with the client.

It's like if we do everything right, we have a Ferrari but we put some pneumatics of the engine cycle.

In the first curve we are going to stamp.

All that power that we have in our structure, in our work, is not going to pull, it is not going to work, it is not going to grab the heart and emotions of the client and his mind.

I want to quickly show you what is the difference in ROAS and ROY between a decent and a brilliant ad, so that you can see the difference in numbers.

The difference in this case, if we invest 1000 euros, and we have in both cases the same CPM, 6.67 is an example, we generate with a CTR of 1%, we are generating 1500 clicks.

With 1.5 we are generating 2250, 0.5 only in exchange, okay?

We leave standard what is the conversion rate on the website, which is 1%, okay?

So I need 100 clicks for a purchase and at the purchase level, in 1 case I got 15 and in another 22.5 The difference in acquisition cost from 1 to 1.5 of CTR I'm lowering the purchase cost by 33% In ROAS, the difference is to go from 3 to 4.5.

The difference of investing € 1,000 is € 1,500.

In this case I am investing € 2,000 and in this 1 I am investing € 3,500.

Only improving the copy, only improving the creativity.

This step is so important, it's key to know how to do these creativities well and to fulfill best practices, that I get the same ad that has the same message from 1 to 1.2, 1.3, 1.4, 1.5.

What are those things about how to set up the ad to generate this response?

Obviously, having the right knowledge to write that brilliant copy, having that message structure, working by angles and versions of the same, then we apply best practices, and then have a clear iteration process based on numbers, on how to evolve those ads that have worked and turn them into ones that work well.

In our agency, we obviously have this creative playbook, we share it in our training sessions, as well as our methodology to find our winning videos.

And finally, to succeed in this new era in Facebook and Instagram ads, there is a fourth thing that when you accomplish all this you will need to be able to scale.

Once everything works for you, how do I increase the expense now without lowering the ROAS?

Well, you need options, you need resources, you need methods.

You need a book of recipes for ways to scale to try until you find the 1 that works for you for your advertising account and the particularities of your business, your case, your niche.

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Video Clase Gratis - Roger Viladrosa