The Facebook Disrupter: Facebook Ads Top 100 Advertiser | Business Development, DTC, Lead-Gen & SAAS

The Facebook Disrupter: Facebook Ads Top 100 Advertiser | Business Development, DTC, Lead-Gen & SAAS

By Charley TichenorBusinessMarketing
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The Facebook Disrupter: Facebook Ads Top 100 Advertiser | Business Development, DTC, Lead-Gen & SAAS episodes

  • Storytime: The Origin of MER, the ScrumDoc & EcoSystem ROAS

    This is the story of how I appropriated one Facebook marketing partner’s tracking doc into something that is now becoming industry standard for folks that are beginning to put success as a priority over their ego.    Measurement has always been a primary pillar of success. And there’s a lot of different ways that a lot of different people do it, but there is an overall bit of values that you need to incorporate if you want to win.   This is the story of how my measurements, the scrum dark evolved, where it came from, who I kind of stole it from, before making massive changes to it, and how that turned into ecosystem ROAS   Remember ecoSystem ROAS is the universal tracking doc that allows you to understand the contribution to the bottom line by every marketing effort.    It’s one of the key elements to prevent you from being worried about day-to-day performance, and also helps you overcome low data integrity in channels with no attribution or very long attribution.   Now I have been preaching EcoSystem rowers for years, and we’ve been teaching it to agencies into high-level advertisers since as early as 2018.    Now last year when iOS14 was announced and everybody started getting really worried about being unable to present completely negligent Attribution models as reporting…    Like 28day click or 7dayclick one day view, where their business model was built on the back of taking as much credit for everybody else’s work as possible and lying to their client or themselves,    I really started to push this as a solution that I’ve been using for years so that I never have to deal with those problems.   So after months and months of people really talking a lot of smack, and telling me how lacking integrity in the data to make the clients feel good on an emotional level while thinking their business was good for business...   they were forced to make changes this type of dark is being appropriate by folks under the title MER.   MER is in very old-school way of measuring advertising. I am in no way saying that I came up with it, but I have been using this classic methodology to measure digital advertising for years.    Big big difference between agencies and businesses, is a business is in the business of making money, where an agency, and not all agencies there are plenty there are good, is in the business of making the person hired them feel as good as possible.   Begin to Win at Facebook! Get E-Books, Join the Facebook Disrupter School or to Sign up for the “How to Build a Winning Facebook Ads Account in 2021” course @ http://FacebookDisrupter.com

    16 min
  • Cost Cap on Facebook: A Facebook Strategy that most use VERY WRONG.

    Cost Cap Bidding is incredibly powerful, and very often used by people who wanna see some success… But it’s also almost always used terribly improperly.  


    Cost cap Bidding is a way of telling Facebook please don’t give me people they cost more than that. This is the data that you already have inside your account as well as Facebook‘s information on billions of people in the world. Cost cap Bidding relies upon this information to effectively predict the future by taking informed risks.  Now this sounds amazing, and can absolutely help you control your price that you pay. However very often this is used as the primary method of delivering consistency and scaling results.   While this on the surface makes sense, there’s also a reason why it’s highly unstable, bringing diminishing returns, and struggles to spend, it forces you to hack your page and make adjustments constantly, which keeps the ad set an a learning phase, which prevents you from having any confidence in the outcomes.  So, why does Cost Cap have work… Cost Cap works, Here in limited fashion, because you are restricting the amount of choices that Facebook can make. This restriction allows spend only in the places of highest conference to achieve the specified goal. The problem is this is an incredibly unsustainable ask.  If you’re telling the system to go after only the top 10% (Cost Cap bidding), of the 5% of the audience it actually thinks is likely to Convert (Conversion Optimization), by the time you’re in week two you are reaching far less than 1/10 of a percent of your audience. Now, if your audience updates and expands, or if you’re using very big audiences, you can mitigate this decline.  Very often people double or triple down on this effort to “hack“ the system and relying on multiple predictive elements to see success. Cost cap bidding, Is one, lookalikes and seven day optimization windows are others.  Remember, a lookalike is an audience where you are restricting the available choices in hopes of predicting somebody’s behavior because they appear to behave in a way that is similar to some source audience.  Remember, seven day click, or 7day click and one day view, is using data to again try to predict what someone’s going to do in a weeks time.  If you were to lay a cost cap bidding, which deprecates very quickly, on top of a look-alike audience that is a low risk gamble, on top of a seven day click optimization window which I asked you to not only protect somebody’s behavior today but for the next week… Is there any shock that the returns get bad really fast?  So how are you supposed to use Coat Cap?  Properly used, Cost cap bidding provides a source for incrementality when times are good, and stability when times are bad.  Cost cap bidding, Should never be even close to half of the money that you’re spending, and should have a very specific short term goal because it will turn from an asset to a liability very fast.  Cost cap bidding, is a tactical solution to a short term problem.

    13 min
  • Solutions to Your Facebook Ads Pains and Problems

    Facebook is easily one of the best advertising platforms today. With its wide range of marketing tools, it helps brands quickly accelerate their growth and get results. However, despite all its useful features, many businesses are still struggling to make a breakthrough.  Why? Because instead of investing in efficient and consistent advertising strategies, they choose to obsess over their Facebook Return on Ad Spend (ROAS)!  By reducing their brand’s Facebook advertising performance to a single statistic, business owners end up making rash decisions like exhausting all their money on ad spend, which messes up their progress!  Remember––Facebook is a MACHINE LEARNING PLATFORM! It has all the tools and opportunities for growth that you could ask for, but it doesn’t do magic. You have to do your part and give it something to work with.  And that’s where I come in. My name is Charley, and in this video, I’ll be discussing the THREE major Facebook advertising problems that businesses face today––and what you can do about them!

    29 min
  • How to Scale Facebook Ads from $100 to $1k

    One of the most common questions I get asked is how do I go from 100 bucks a day to $1000 a day.


    This is a very difficult change to make for many people. What works to get you at $100 a day is not the same that works when you‘re at $1K & not what works in you’re at $5k & not what works when you’re at $10k.  There are many different systems and processes and strategies in order to get each one of these steps accomplished. The real trick is setting up to grow from $100 to $1000 in a way that let you easily pivot to growing from $1k to $2k, and then $2k to $5k, and then $5k to $10k, and then $10k to $30k days.  Often times people over complicate their objectives, and really get in their own way by trying to do too many things. All you really need, and it’s extremely overly simplified version of it, is to maximize your current investment to provide as much opportunity and headroom for growth.  Now that sounds really simple, but the actual execution of it takes a few fine points.  This requires an understanding of what your most profitable and stable investments can be, how to then maximize the value of them, How to develop runway for growth, and ultimately how to develop a system that will allow you to see exponential growth that gets easier and easier over time.  So, one of the simplest ways, and most common, to get this done is as such… 1: Define your KPI  2: Simplify and remove all barriers 3: Test to provide incremental opportunities  4: push ROI for volume of risk allowable 5: scale  So there are more than a few ways of getting this done, But they all focus around simple key points.  Do not try to get more done with your dollar than possible Set yourself up to eliminate liabilities and focus your efforts on what is absolutely most important Test consistently to improve upon your best effort Define your success as a moving target, to get better and better than what your goal is Use the additional resources that you acquired from this process, to push volume of results!  The way that you implement this across many different businesses and add accounts, can always look a little bit different. The trick is what actually works is always the same thinking.

    12 min
  • Storytime: Why I got fired for doing good work

    This is a prime example of how an ad agency’s primary objective, and success for the client, are very rarely in alignment


    Back in 2015, I was a Supervisor for the department of Omnicom called resolution media. One of my biggest accounts with CBS, when we would have a seven figure budget on some days across multiple shows running concurrently. The majority of the objective here was to get share of voice and frequency in our target audience, as well as understand who responded most positively and negatively to the advertising. We’d spend this much money to not only make sure the people were excited about the show, but also to get intelligence on who would we be able to sell commercial air time to during the show by market.  So we would make contracts, forecasting how much money it would take to reach 70 or 80% of Americans several times over one or two day period. We would use the reach and frequency Campaign to give us a projection on what our cost would be. Generally people would then just set up the region Frequency campaign, which took about 10 minutes, spend $1 million, and then bill 10% to 20% commission on the spend and spend a week writing a report.  Now if you’re reading between the lines, you’re seeing that it might cost $100k-$200k to do basically 15 minutes work, and then spend a week writing reports fancy enough to make the person hired you look good to their boss.  So, where is the problem on what I did that got me fired?  Well let me tell you...  After raising the account from 50,000 a month doing sweeps week in the fall the year prior, to seven-figure budgets, my employers were extremely happy with my performance. But I made a critical error promoting several shows before the fall launch.  Remember how this deal is constructed, it’s a percentage of ad spend, on a seven-figure budget, to produce a report, that makes the person that hired you look good to the boss. That is what the job actually entails.  Now, I’m a performance marketer, I have made the mistake of putting the clients needs as a priority, and caring about the net result at the end, as well as personally being motivated to do a better and better job. Now I had already done this Work for 1520 minutes and build a couple hundred thousand dollars over and over and over again, making a couple million in commission from my employer, wear for the record I was also making less than $100,000 a year.  So, I went in and was able to overdeliver on the share of voice, scoped at 70%, but I delivered over an 85%, and the frequency scoped at 2 1/2, or I delivered a four, and Beat the projected cost by 20%. This means that we had said we were going to reach 70% of Americans 2 1/2 times for a $5 CPM at a cost of $1 million. I reached 85% of Americans four times for a CPM of $4. At this point, Facebook would not let us spend anymore during this period of time, because we had maxed out the available inventory.  I did this by running a manual bid on CPMs across a couple campaigns set up for reach, impressions, Video views and engagements. The Reach and Frequency campaign was merely a reach campaign set to a target frequency.  So why was I in trouble, why was over delivering on impressions, over delivering on frequency, and over delivering on reach, to the point where Facebook literally could not spend another penny… A bad thing.  I got in trouble, because I cost the agency $40,000 in commission and also set a standard of expectation for future campaigns that reduce the allowable budget for more million dollar efforts from the client.  Because I did a good job, I had a short term cost in commission sales, and reduce the scope of previous work, even if that meant for more future work.

    18 min
  • How do you efficiently OPTIMIZE your FACEBOOK ADS after the iOS14 update?

    There is a lot of MISINFORMATION surrounding Facebook ads.


    A lot of this stems from a core MISUNDERSTANDING of how Facebook actually works.  It’s easy to treat Facebook as just another high-market business platform like Google, but in reality, there’s a HUGE difference between their algorithms in terms of their objectives!  And with the new iOS14 update, it’s HIGH TIME that you started paying attention to which aspects of a business Facebook actually focuses on.  Otherwise, you might as well prepare to stay in the cycle of OVERWORKING yourself while using FLAWED Facebook ad optimization strategies and useless advice from so-called “MARKETING GURUS.”  And when I say flawed strategies, I mean those that only cost your business more EXPENSES that lead to WASTED RESOURCES instead of actual conversions with long-term implications!  Hi, I’m Charley a.k.a. The Facebook Disrupter, and in this video, I’ll be sharing practical ways to better optimize your Facebook ads without overworking yourself and wasting valuable resources!

    21 min
  • How I helped change the World introducing Lead Gen on Facebook

    Hundreds of thousands of people are running Lead Gen ads on Facebook, but there was a day… there was a day, when they were brand new.


    This is the story, nearly a decade old, Of how one supervisor at Omnicom in Los Angeles, may have been in way over his head, And because he didn’t know any better ended up changing the entire auto industry… and much more!  Some of us have been around since before Facebook Pixel existed, back when Facebook was a little more than Google‘s little cousin, and nobody and figured out how to use the Internet to sell $30,000 $30,000 car.  This is about the tests I did to prove to Facebook that the Lead Gen ad was good, and To define how to use it, to sell a Nissan Sentra, in a way that the auto industry hadn’t thought of in over 100 years.

    18 min

About The Facebook Disrupter: Facebook Ads Top 100 Advertiser | Business Development, DTC, Lead-Gen & SAAS

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Lessons from a $1B+ Revenue DTC and eCom Facebook Expert.

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