Mercado Libre Catalog Position and Product Ads

Where the money actually goes: On a catalog-eligible product, Mercado Ads sends paid traffic to a page whose buy box belongs to whoever holds the catalog. Advertising while losing the catalog is the most expensive configuration on the platform, and it is the one I find most often when I open a new account. So this is a project in two halves: win or abandon the catalog positions worth holding, then bid on what is left. Half one, the catalog and the page: Your publicaciones are mapped to the ficha each one competes on, and scored against the inputs that decide the winner: price landed with shipping, stock coverage in Mercado Envios Full, reputation colour, and the installment terms you fund. Some items you take by moving price a few pesos. Some you take by moving a month of stock into Full. Some you should not chase, and I name them and explain why. The output is a decision per position, not a document about opportunities. Half two, the ads: Product Ads with an ACOS objective set per publicacion out of contribution, not one target for the account. Commission tier, Full fee band, the cost of cuotas sin interes where you fund them, and the shipping subsidy above the free-shipping threshold all come out before the ceiling is set. Brand Ads and Display only where you hold the catalog and have a brand page worth sending traffic to. Item-level performance is pulled through the Mercado Libre API and joined to your own cost file, so the ACOS on screen is the one that matters. Mexico, Brazil and Argentina are three accounts: Brazil needs Portuguese listings, its own reputation history and its own price ladder, and running it as a translated Mexican account is why most cross-border sellers stall there. Argentina needs a repricing cadence, because a bid ceiling built on last month's margin is fiction by the time it is applied. Colombia and Chile I take only alongside one of the three. What arrives at the end: A catalog position sheet with the decision and reasoning per item. ACOS ceilings by publicacion tied to your cost file. Rebuilt campaign structure inside the account. A repricing rule set your team can operate. Thirty days of handover where I sit on the account while your operator drives it. Not included: Listing translation and Portuguese copy. Photography and the ficha image set. Full inbound planning, customs and importation. Mercado Shops storefront work. Fiscal registration, RFC or CNPJ. Post-sale claims and chat, which move reputation more than anything I do and need to be somebody's full-time job. Who should not buy this: Sellers whose reputation is not green, because ads will not repair it and the spend will underperform the audit fee. Brands selling through an authorised distributor with no control over price or stock. Anyone who wants the account managed indefinitely: this engagement ends in a handover, and continuous management is better bought from someone whose business is staffing. How the risk is priced: If the catalog work concludes that advertising is not your constraint, I say so in week two, we stop, and you pay the audit tier only. That has happened three times in the last two years, and it is the outcome I am most comfortable defending in a room.