{"id":861,"date":"2025-06-30T14:29:59","date_gmt":"2025-06-30T17:29:59","guid":{"rendered":"https:\/\/clica.agency\/blog\/?p=861"},"modified":"2026-03-29T23:31:44","modified_gmt":"2026-03-30T02:31:44","slug":"tu-marca-esta-preparada-para-hacer-publicidad","status":"publish","type":"post","link":"https:\/\/clica.agency\/blog\/tu-marca-esta-preparada-para-hacer-publicidad\/","title":{"rendered":"\u00bfTu marca est\u00e1 preparada para hacer publicidad?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Uno de los errores m\u00e1s comunes \u2014y m\u00e1s caros\u2014 que vemos en negocios que empiezan a invertir en publicidad no tiene que ver con la creatividad, ni con los <a href=\"https:\/\/clica.agency\/blog\/tiene-sentido-invertir-en-anuncios\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"\u00bfTiene sentido invertir en anuncios online?\">anuncios<\/a>, ni con el presupuesto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El problema empieza mucho antes. <strong>En la estructura.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como en la arquitectura, si el plano est\u00e1 mal dise\u00f1ado, todo lo que construyas encima est\u00e1 destinado a fallar.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/d1b4b0efa06811b4ff55b3185102e953868ae2fe642280782932aa9b4d587b07-1024x576.jpg\" alt=\"\" class=\"wp-image-864\" srcset=\"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/d1b4b0efa06811b4ff55b3185102e953868ae2fe642280782932aa9b4d587b07-1024x576.jpg 1024w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/d1b4b0efa06811b4ff55b3185102e953868ae2fe642280782932aa9b4d587b07-300x169.jpg 300w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/d1b4b0efa06811b4ff55b3185102e953868ae2fe642280782932aa9b4d587b07-768x432.jpg 768w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/d1b4b0efa06811b4ff55b3185102e953868ae2fe642280782932aa9b4d587b07-1536x863.jpg 1536w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/d1b4b0efa06811b4ff55b3185102e953868ae2fe642280782932aa9b4d587b07-450x253.jpg 450w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/d1b4b0efa06811b4ff55b3185102e953868ae2fe642280782932aa9b4d587b07-1601x900.jpg 1601w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/d1b4b0efa06811b4ff55b3185102e953868ae2fe642280782932aa9b4d587b07.jpg 1818w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Y en marketing, el plano se define con tres elementos clave:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Los costos fijos del negocio<\/li>\n\n\n\n<li>El margen bruto de cada venta<\/li>\n\n\n\n<li>El nivel de inversi\u00f3n en publicidad<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Cuando esos tres factores no est\u00e1n en equilibrio, no importa qu\u00e9 tan bueno sea tu producto o qu\u00e9 tan bien funcione tu campa\u00f1a: el negocio no va a cerrar.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>\u00bfC\u00f3mo saber si tu estructura es viable?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con una m\u00e9trica que sintetiza todo: <strong>el ROAS breakeven.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este n\u00famero te dice cu\u00e1ntas veces tiene que \u201cmultiplicar\u201d tu inversi\u00f3n publicitaria para cubrir los costos del negocio. Es decir, cu\u00e1l es el punto exacto en el que tu pauta deja de generar p\u00e9rdidas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por ejemplo:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si tu ROAS breakeven es 5, significa que por cada $1.000 que invert\u00eds en publicidad, necesit\u00e1s generar al menos $5.000 en ingresos para no perder plata.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"580\" src=\"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/Grafico-1024x580.jpg\" alt=\"\" class=\"wp-image-866\" srcset=\"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/Grafico-1024x580.jpg 1024w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/Grafico-300x170.jpg 300w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/Grafico-768x435.jpg 768w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/Grafico-1536x870.jpg 1536w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/Grafico-2048x1161.jpg 2048w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/Grafico-450x255.jpg 450w, https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/Grafico-1588x900.jpg 1588w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>\u00bfCu\u00e1l es un buen ROAS breakeven?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lo ideal es tenerlo entre 2 y 3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por debajo de 6, a\u00fan es viable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cuanto m\u00e1s bajo sea ese n\u00famero, m\u00e1s flexible y saludable va a ser tu negocio.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>\u00bfPor qu\u00e9 importa esto?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Porque si apunt\u00e1s a un ROAS irreal, vas a frustrarte, tomar malas decisiones o directamente abandonar la pauta cuando en realidad el problema estaba en otro lado. Un ROAS irreal ser\u00eda, por ejemplo, 20. Pod\u00e9s alcanzarlo? Claro que s\u00ed, pero es bastante irreal en t\u00e9rminos de lo que se suele lograr. Si ese es tu equilibrio, est\u00e1 complicado.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>\u00bfY c\u00f3mo se calcula?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hace un tiempo armamos una herramienta sencilla para ayudarte.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Solo necesit\u00e1s cuatro datos:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2022 Tus <strong>costos fijos<\/strong> mensuales<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2022 El <strong>margen bruto<\/strong> sobre cada venta<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2022 El <strong>monto que pens\u00e1s invertir en publicidad<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2022 Y un <strong>margen de ganancia deseado<\/strong> (sugerimos usar 5%)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con eso, vas a obtener tu <strong>ROAS breakeven<\/strong> y pod\u00e9s empezar a simular distintos escenarios: subir m\u00e1rgenes, bajar costos fijos, invertir m\u00e1s\u2026 o ajustar un poco de todo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>\ud83d\udc49 La herramienta: <a href=\"https:\/\/roas.mathiaschu.com\/\">https:\/\/roas.mathiaschu.com\/<\/a><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"898\" height=\"492\" src=\"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2025\/06\/ROAS-Ideal.gif\" alt=\"\" class=\"wp-image-867\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Prob\u00e1 mover los sliders hasta encontrar un punto de equilibrio que sea realista y alcanzable por tu negocio.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uno de los errores m\u00e1s caros en marketing es querer optimizar campa\u00f1as que est\u00e1n montadas sobre un negocio mal planteado. En esta nota explicamos por qu\u00e9 el ROAS breakeven es el n\u00famero clave para entender si tu estructura tiene sentido\u2026 o si est\u00e1s persiguiendo un objetivo imposible. <\/p>\n","protected":false},"author":2,"featured_media":871,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[27,28],"tags":[],"class_list":["post-861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creatividad","category-ecommerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfTu marca est\u00e1 preparada para hacer publicidad? | Clica<\/title>\n<meta name=\"description\" content=\"Antes de invertir en ads, tu negocio necesita n\u00fameros claros. 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