Charles Tichenor IV

#marketing-paid - December 03, 2025 at 07:23 PM

1: how many ads are in this one ad set and if it's more than 5 to 8 which ones can we get rid of and which ones have an above average CPA and a below average GPT

2: every ad should be a 322 flex to start with and that should always contain three creative that are of the same format and in your Second ad set of this campaign the creative test should be specifically designed to solve the problem that your best dads have according to 4PI analysis we want to give it the best additional complementary add to see success

3: in my experience the best effort is to just go straight forward to get the sale but also I wanna add to warm my audience by doing brand development efforts promoting organic content so that my ads don't have to be the hello and the clothes they only need to close the deal

4: generally not using much of these AI enhancements primarily because most accounts are already way too complicated and the easiest way on the board is just simplifying from dozens of ads to the few that work and those that are that have easy wins on the board by creative testing to improve the issues that they have and my experience less than 5% of accounts are even in space with this kind of test is something they can afford to do

5: and every flex two headlines to primary text with 3 creatives

Ask your other question there is no reason to have different kinds of creatives in different campaigns each campaign is a business objective each business objective should have a singular quantifiable KPI and you need to know the value of the action and how much it cost to get that thing and then increase the volume of it where you can buy the value at a lower cost

#marketing-paid - December 03, 2025 at 05:00 PM

META ADS AMA THREAD:

I've spent over $1B on the platform
I've been scaling brands for a decade

Lemme help you 🙂
ask anything you need

#marketing-paid - December 02, 2025 at 12:01 AM

Hows Everyones BFCM going?

#marketing-paid - November 13, 2025 at 05:14 PM

If its me

i'm running the 1 Evergreen with my single Hero Product
and the BFCM if the offer is a significant AOV lift over the hero

and maybe a catalog if I have enough SKUs

don't spend more, where you make less
just to have ads with less data
so your profits are lower

#marketing-paid - November 13, 2025 at 05:13 PM

the 2nd option is the only one here that really makes sense
and why do we have so many hero products?

Would we not want to spend the most money on what is the best for business... rather than chasing a lot of lower value efforts that confuse the system and the customer?

#marketing-paid - November 12, 2025 at 07:17 PM

Hows the GPT this year vs last?

#marketing-paid - November 11, 2025 at 11:16 PM

why are we looking at CPC on Meta>

#marketing-paid - November 10, 2025 at 12:04 AM

Sure, but if this is only for BFCM
we know that most of the best ads will be the ones already running

#marketing-paid - November 07, 2025 at 09:31 PM

Why would time have any bearing on the test?

the idea of using ABO to force spend out of context
or using Cost Caps which are in no way predictive of future behaviro
to test ads doesn't really make sense

i've easily spent that much in a week
and often, the biggest liability to growth is such a massive investment of time and money spent on destabilizing the funnel to make ads fatigue

if you can spend more
why launch an ad to make that not true?

if you have a ton of ads (like over 8-10)
why not just remove the bad ads before making a bigger mess?

#marketing-paid - November 05, 2025 at 11:47 PM

why are we testing ads this often?

why would expect new ads with little data to compete

and do we need new ads?

#marketing-paid - October 30, 2025 at 12:53 AM

Why aren't we using Flex ads?
genuine question

is guessing in sets of 3-5, but in wider more shallow fashion better than letting Andromeda make informed choices?

#marketing-paid - October 29, 2025 at 03:45 AM

Never touched it after the Alpha
Makes no sense when you already use 32 ads
And the actionable nature of the data is moot for eCom

Good for awareness stuff though

#marketing-paid - October 29, 2025 at 03:44 AM

Done a few there
UAE is like anywhere else

What’s the issue?

#marketing-paid - October 29, 2025 at 03:44 AM

Click metrics have nothing to do with sales or profit or performance in Facebook

I’d argue that these look good cuz the ads are going to a hyper focused audience
That won’t buy

How does this business make money outside of this?

#meetups-newyork - October 01, 2025 at 01:14 AM

i'm in

#marketing-paid - October 01, 2025 at 01:14 AM

not since 2017

#meetups-newyork - September 26, 2025 at 07:43 PM

Dinner tonight?

#marketing-paid - September 23, 2025 at 10:06 PM

#marketing-paid - September 22, 2025 at 10:27 PM

so, question...
Why not more repeat buyers?

#meetups-newyork - September 19, 2025 at 05:22 PM

Yoooooooo

#marketing-paid - September 19, 2025 at 05:22 PM

If you need a Recco of an amazing woman who help build out my team at 310 nutrition when we were scaling from 15 million to 98 in 20 months let me know

#marketing-paid - September 17, 2025 at 07:38 PM

whats the mix of new vs returning of the cash flow, from ads and not

#meetups-newyork - September 17, 2025 at 07:38 PM

I land in NYC tonight

my FRIDAY is wide the fuck open

lets hang :()

#marketing-paid - September 16, 2025 at 10:19 PM

this is what creative testing is for
a simple CBO with 32 against the control
if it earns spend, and the performance is better
voila

btw, what does the 4Pi tell you is happening?

#marketing-paid - September 09, 2025 at 09:11 PM

Whats that agency that does UGC content but only from midwestern women>

#marketing-paid - September 09, 2025 at 09:09 PM

Have you tried Insense.pro

everyone else seems to be copying them
they've been getting my money since 2019

#marketing-paid - September 05, 2025 at 05:11 PM

Can we define effiency by volume of profit and capacity for scale instead of attribution based metrics that avoid growth potential?

my favorite: (and one used by a ton of the greats)
GPT

AOV - CPA
and find the highest allowable CAC
by measuring 2nd purchase rate by product
and pruning away the ads with an above average CPA and a below average GPT
and focusing the spend on New Customers against the offer/product with the biggest Absolute Profit Volume lift between day 1 and 2nd purchase or even 12 months

This is how you 2x-5x a brand
focusing on low CPA and high ROAS is 20-50% growth at best move
as long as every other team in the company is killing it

Low CPA / High ROAS is essentially just a boat floating in the ocean
you go where the market forces you and you try not to sink

we can 100% be in control, if we focus on more valuable data

#marketing-paid - September 05, 2025 at 06:15 AM

AOV has nothing to with targeting

#marketing-paid - September 05, 2025 at 06:14 AM

Campaigns don’t talk to each other

Overlap isn’t the issue, it’s the complete compromising of the data set and attribution confidence

Overlap is ad set to ad set in a CBO
Or ad to ad if you are STILL running ABO (god forbid)

#marketing-paid - September 05, 2025 at 06:13 AM

Why would you move anything that works?
Having a system setup to undermine wins feels like a production line that gets in the way of progress

#marketing-paid - September 05, 2025 at 06:12 AM

Why does organizing ad sets by concept have any impact?

#marketing-paid - September 05, 2025 at 06:11 AM

Why are we promoting groups of products?
Why make a nickel when you can make a dime… just to keep the machine dumb and make 2nd transactions more difficult?

#marketing-paid - September 05, 2025 at 06:10 AM

ROAS is based on last click attribution, and doesn’t account for volume of profit, only what add was lucky enough to get credit and give a good margin… margins aren’t money

#marketing-paid - September 05, 2025 at 06:09 AM

ASC isn’t a thing anymore
It’s all one campaign

A+ is a state of the campaign (this changed a few months ago)

#marketing-paid - September 05, 2025 at 06:09 AM

Why would you test in a different campaign than you spend meaningful amounts?

Wouldn’t you want to scale what works?
Why spend money to test what you actually want to test, while running a bunch of ads to the bottom of the funnel on small budgets to get fake winners?

#marketing-paid - September 05, 2025 at 06:07 AM

Why would we not add view through?
What’s the advantage of keeping that data away from the machine
Attribution isnt about credit… it’s about teaching the machine

#marketing-paid - September 04, 2025 at 03:33 PM

my point here is that more new ads is not a sustainable and predictive way to move the machine towards addressing the mix of return vs new customers (which is how we measure CAC)

and if we can't track this, or we arent...
no amount of testing will solve the problem
because the problem is a lack of the proper data

#marketing-paid - September 04, 2025 at 03:30 PM

@Amanda Berg - when you say they haven't done enough creative testing

thats totally possible

What is the single most valuable problem in the funnel of how the machine is using the ads... that you need to solve
can we do a simple test to improve that weak link
and move systemically through improvements
and push for scale when that happens

also, if the CAC is an issue
are we optimizing for a New Customers event and evaluating the ads against that target event

#marketing-paid - September 04, 2025 at 03:28 PM

@Mike K how so?

I'm not saying that like an Agency talking about all the managed spend for all employees and clients

I've been the guy hitting the buttons on over $1M a day, and I was doing that over 10 years ago

its not my money
thats fair

but then the way most agencies and media buyers measure their work is invalid

#marketing-paid - September 04, 2025 at 06:21 AM

As a guy who has spent $1B on ads
Lemme lend my 2cents

Please don’t add exclusions
And I assure you, you are testing way too many ads

Why test weekly?
Strong performance doesn’t come from undermining how the machine works, in a way that makes actionable insight impossible, raises costs and makes incremental reach more difficult

Unless you’re spending $100k+ a day
New ads each month is likely all you need

#marketing-paid - September 02, 2025 at 05:19 PM

No
Never made much sense since 2018

#marketing-paid - September 02, 2025 at 04:06 PM

I'm running all IG posts to a certain spend level
using rules to cut them when they get there
then tracking the $ for Accounts Engaged or Followed based on goals
and then isolating the winners for dedicated boosting (yea, boosting, i know... $1B in managed spend over the last decade, and I still use boost post when it works)

knowing this and having a funnel structure is key

i've been sharing how i do this on my channels for 9 months now
and been running this for a little over 2 years

from $100 a month
to $100k a day spends

i will preface, if you don't have an understanding of your 4Pi, this will be a really fun and time suck project that doesn't solve your problems

#marketing-paid - September 02, 2025 at 04:02 PM

I'm doing this with some of my brands, clients and students
and its been a game changer for the last year or so

#marketing-paid - September 02, 2025 at 04:02 PM

got it

maybe focusing on that with your efforts and leaning into promoting the "organic"

#marketing-paid - September 02, 2025 at 03:58 PM

Outside of Leads, why would we do this?

#general-chat - August 29, 2025 at 10:54 PM

when and where is it?

#general-chat - August 29, 2025 at 10:54 PM

I just wanna thank all of you who joined us today for the Meta Account Audits
we went 2.5 HOURS! lol

it was SOOOOOOO much fun

#marketing-paid - August 29, 2025 at 10:53 PM

I just wanna thank all of you who joined us today for the Meta Account Audits
we went 2.5 HOURS! lol

it was SOOOOOOO much fun

#marketing-paid - August 29, 2025 at 02:22 PM

How does a brands social impact whitelisting or partnerships with others

#marketing-paid - August 28, 2025 at 06:59 PM

WORST thumbnail ever lol