Two Ecomm Experts Podcast – Season 2 – Episode 1
Topic: “Destroying 99% of Facebook ads experts”
Special guest: Charles Tichenor IV
In the first episode of the second season of the Two Ecomm Experts podcast (formerly known as The Markademics Podcast), we are welcoming Charles Tichenor IV, a seasoned Facebook advertiser with over 10 years of experience.
Who is Charles Tichenor IV?
Charles Tichenor IV, a leading Facebook advertiser in the US, credited with generating over $1 billion in revenue. With a decade of experience, Charley has managed 7-figure daily budgets for brands like Schwarzkopf, Nissan, and CBS. His early work included handling Facebook ads for Apple and New Balance, with budgets ranging from $10,000 up to over $1 million per day. As the founder of Disruptor School, Charley is committed to reshaping the digital marketing industry, having helped thousands through programs like Facebook Ads MBA.
Define your audience and manage campaigns effectively
In the ever-changing world of digital marketing, Charles Tichenor IV shares key insights on how to boost campaign performance by honing in on audience targeting. Tichenor advises marketers to look beyond just getting leads and focus on understanding what happens after a customer makes a purchase. By analyzing second purchase rates and customer lifetime value (LTV), you can get a clear picture of your campaign’s success.
He also challenges the idea that super-specific audience targeting (like 1% lookalike groups) is always the best approach. Charles argues that paying extra for exclusivity might not be sustainable and could limit your reach. Instead, he suggests a broader targeting approach based on age, gender, and location, parameters that don’t cost extra to implement.
Tichenor introduces a smart way to evaluate your campaigns—the 4PI analysis. This involves looking at your spend, frequency, CPM (cost per thousand impressions), and efficiency. By getting rid of ads that aren’t performing well, you can focus on the ones that bring the best results.
Our guest emphasizes that success isn’t just about individual channel metrics; it’s about how all your marketing channels work together. He sees platforms like Facebook as tools to amplify your overall marketing strategy, working in harmony with other channels for maximum impact. Ultimately, Tichenor encourages marketers to take a long-term, strategic approach, prioritizing profitability and sustainable growth over quick wins.
Other topics discussed in the episode:
- Recent changes in Facebook
- Incorrect use of cost caps in e-commerce
- Using Advantage+ the right way
- Places where D2C brands fail
- How to grow a business on Facebook
- One product brand on Facebook ads
- Defining your audience
- Why ROAS and frequencies are useless
- Facebook as Intent Creation Device
- Optimizing for purchases
- First steps in a new ad account
- Fixing your ad account
Few words about our podcast
The host of the Two Ecomm Experts podcast is Viktor Stoilov – an advertising strategist, Founder & CEO of Markademics, and co-founder of a 7-figure e-commerce store.
The podcast’s goal is to create value through conversations with top notch e-commerce specialists from all over the world. Listen to them unpack the latest trends in the e-commerce world together with hot topics such as marketing, advertising, supply, and logistics. The podcast helps e-commerce brand owners take their business to the next level with this library of valuable conversations.
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