{"id":1957,"date":"2020-06-25T12:34:19","date_gmt":"2020-06-25T12:34:19","guid":{"rendered":"https:\/\/promoguy.nl\/facebook-ad-system-overview-what-you-need-to-know\/"},"modified":"2025-04-05T13:47:50","modified_gmt":"2025-04-05T13:47:50","slug":"facebook-ad-system-overview-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/es\/blog\/2020\/06\/25\/facebook-ad-system-overview-what-you-need-to-know\/","title":{"rendered":"Descripci\u00f3n general del sistema de anuncios de Facebook: Lo que necesitas saber"},"content":{"rendered":"

Facebook<\/a> Los anuncios a menudo se ven envueltos en dudas sobre su nivel de relevancia, pero siguen siendo una parte importante del marketing online. Con m\u00e1s de mil millones de usuarios \u00fanicos, la empresa es una potencia para el dinero de la publicidad. Sin embargo, a veces pueden ser un poco opacos sobre los detalles del funcionamiento del sistema. Recientemente, sin embargo, Facebook ha arrojado algo de luz sobre su funcionamiento interno y ha proporcionado a los usuarios una gu\u00eda \u00fatil sobre c\u00f3mo funciona su sistema de anuncios.<\/p>\r\n\r\n\r\n\r\n

El comunicado de prensa de Facebook contiene informaci\u00f3n muy \u00fatil sobre el funcionamiento de la plataforma de marketing de la empresa. Hay bastantes datos y cambios respecto a versiones anteriores que es bueno conocer para cualquiera que quiera generar expectaci\u00f3n en la plataforma.<\/p>\r\n\r\n\r\n\r\n

Ya hemos hablado anteriormente de c\u00f3mo los usuarios pueden utilizar las tendencias de Facebook en sus campa\u00f1as de marketing, pero este art\u00edculo tiene un enfoque diferente. Nos centraremos en los detalles del funcionamiento del sistema de anuncios de Facebook y en la nueva informaci\u00f3n del comunicado de prensa, resumiendo qu\u00e9 partes son importantes para la empresa media.<\/p>\r\n\r\n\r\n\r\n

Selecci\u00f3n de audiencias<\/h2>\r\n\r\n\r\n\r\n

El primer factor principal que utiliza Facebook para determinar qu\u00e9 usuarios ven qu\u00e9 anuncios es audiencia<\/a> dirigi\u00e9ndose a<\/a>. Este factor lo establece el anunciante en cuesti\u00f3n y ayuda a dirigirse a personas concretas con caracter\u00edsticas similares. Como Facebook es especialmente bueno recopilando datos<\/a>Esto hace que todo el proceso sea muy c\u00f3modo. Aunque, como veremos m\u00e1s adelante, puede ser beneficioso tener los datos preparados.<\/p>\r\n\r\n\r\n\r\n

Para empezar, los anunciantes eligen un p\u00fablico objetivo a trav\u00e9s de las herramientas de autoservicio de Facebook para poder dirigirse a \u00e9l. Facebook crea un p\u00fablico objetivo utilizando una serie de factores como la edad y el sexo, sus patrones de comportamiento en la p\u00e1gina de Facebook o su historial de clics en anuncios. Los anunciantes tambi\u00e9n pueden aplicar su propia informaci\u00f3n para crear p\u00fablicos personalizados o p\u00fablicos \"similares\" (como los llama Facebook).<\/p>\r\n\r\n\r\n\r\n

Las empresas pueden utilizar listas de correo electr\u00f3nico o datos sobre las personas que han visitado sus sitios web. sitio web<\/a> para crear sus propias listas personalizadas, que Facebook puede utilizar para identificar rasgos similares, aunque la precisi\u00f3n depender\u00e1 de la profundidad de sus datos.<\/p>\r\n\r\n\r\n\r\n

Luego est\u00e1 el sistema de subasta de anuncios de Facebook...<\/p>\r\n\r\n\r\n\r\n

Subasta de anuncios<\/h2>\r\n\r\n\r\n
\r\n
\"Sistema<\/figure>\r\n<\/div>\r\n\r\n\r\n

La publicidad en Facebook tiene otra dimensi\u00f3n que requiere un poco m\u00e1s de explicaci\u00f3n. Se trata de la cantidad de dinero que est\u00e1s dispuesto a gastar en anuncios de Facebook, ya que las asignaciones m\u00e1s altas contribuyen a un mejor alcance de la publicidad. Hay dos elementos que puedes controlar. La calidad del anuncio es el primero, y la puja de la subasta es el segundo. Sin embargo, esto no debe dar a las empresas la ilusi\u00f3n de control total.<\/p>\r\n\r\n\r\n\r\n

Para cada anuncio, Facebook calcula factores que el vendedor no siempre puede controlar. As\u00ed, seg\u00fan Facebook, los anuncios con la puja m\u00e1s alta no siempre ganar\u00e1n la subasta. El algoritmo favorece el compromiso sobre el dinero gastado. Los anuncios con pujas m\u00e1s bajas suelen ganar si el sistema determina que es m\u00e1s probable que una demo responda a ellos. Los tipos de anuncio y su finalidad tambi\u00e9n importan bastante. Tambi\u00e9n puede dar a un anuncio una puntuaci\u00f3n m\u00e1s baja si la calidad del anuncio es insuficiente.<\/p>\r\n\r\n\r\n\r\n

Otros factores que influyen en el sistema publicitario de Facebook<\/h2>\r\n\r\n\r\n
\r\n
\"Factores<\/figure>\r\n<\/div>\r\n\r\n\r\n

Una vez listas tus preferencias de audiencia, a\u00fan hay otras consideraciones que debes tener en cuenta. Facebook intentar\u00e1 calcular el valor total de tu anuncio mediante una f\u00f3rmula que contiene los dem\u00e1s factores. La f\u00f3rmula es m\u00e1s o menos as\u00ed: Valor total = Oferta del anunciante x Tasa de acci\u00f3n estimada + Calidad del anuncio<\/strong>.<\/p>\r\n\r\n\r\n\r\n

La tasa de acci\u00f3n estimada es un concepto bastante sencillo, aunque su c\u00e1lculo es complejo. Facebook lo utiliza como una estimaci\u00f3n de la probabilidad de que cada usuario realice una acci\u00f3n en un anuncio. Se basa en una serie de factores relacionados con su comportamiento, como los descritos anteriormente.<\/p>\r\n\r\n\r\n\r\n

Como dice el comunicado de prensa de Facebook:<\/p>\r\n\r\n\r\n\r\n

\"Para calcular la tasa de acci\u00f3n estimada, los modelos de aprendizaje autom\u00e1tico predicen la probabilidad de que una persona concreta realice la acci\u00f3n deseada por el anunciante, en funci\u00f3n del objetivo comercial que \u00e9ste seleccione para su anuncio, como aumentar las visitas a su sitio web o impulsar las compras. Para ello, nuestros modelos tienen en cuenta el comportamiento de esa persona dentro y fuera de Facebook, as\u00ed como otros factores, como el contenido del anuncio, la hora del d\u00eda y las interacciones entre las personas y los anuncios\".<\/em><\/p>\r\n\r\n\r\n\r\n

Facebook tambi\u00e9n mide la calidad del anuncio en tiempo real, teniendo en cuenta los comentarios que recibe de los usuarios. Esto puede incorporar cu\u00e1ntas personas denuncian u ocultan tu anuncio en su feed o los detalles que conforman la calidad. Ya hemos enumerado estos factores determinantes de la calidad en un art\u00edculo anterior, pero para abreviar: factores como demasiado texto en la imagen del anuncio, lenguaje sensacionalista y cebo para el engagement tambi\u00e9n pueden tener un impacto negativo.<\/p>","protected":false},"excerpt":{"rendered":"

Los anuncios de Facebook suelen estar envueltos en dudas sobre su nivel de relevancia, pero siguen siendo una parte importante del marketing online. M\u00e1s informaci\u00f3n sobre el funcionamiento del sistema.<\/p>","protected":false},"author":1,"featured_media":15751,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,10,16],"tags":[417,419,418,405],"wl_entity_type":[47,54],"class_list":["post-1957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-online-presence","category-websites","tag-auction-ads","tag-audience-targeting","tag-facebook-ad-system","tag-facebook-ads","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"\nFacebook Ad System Overview: What You Need to Know - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Recently, however, Facebook has provided user's with a helpful guide for how their ad system works. 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