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My 60-Day AI Experiment for Paid Social Changed Everything!

Introduction

Well, hello and welcome to another edition of the E-Commerce Evolution podcast! I'm your host, Brett Curry, CEO of OMG Commerce, and today we are delving into the world of Facebook ads, social media, and the impact of AI on business growth with Charles Titchner from disruptorschool.com.

Meeting Charles Titchner

I first encountered Charles at Geek Out San Diego, where I was speaking. Shout out to Nick Shackleford for that connection! It was there I realized how exceptionally knowledgeable Charles is about digital marketing and Facebook ads. Our paths crossed again at Blue Ribbon in San Diego, where he was speaking alongside my buddy, Jeremiah Allen, and we solidified our connection over a cigar party. We both agreed that our conversation needed to be shared with a wider audience, leading us to this podcast episode.

Charles's Credentials

To give you a little background on Charles, he was once named among the top 100 advertisers on Facebook and has generated over a billion dollars in revenue through Facebook ads. I asked him to share the secrets behind these impressive statistics, and he attributed his success to three key factors:

  1. Luck and Timing: Charles was spending seven figures a day on ads before the introduction of the Facebook Pixel. His experience at Omnicom, overseeing significant brands such as Nissan, CBS, Activision, and Apple, put him in a prime position when Facebook advertising was still emerging.

  2. Data Science Background: With a strong background in data science and analysis, he applied aggressive testing and case studies to improve ad performance. With a substantial budget, he was able to test new tools and methods.

  3. Fresh Perspective: Unlike many in the industry who approached Facebook ads with knowledge from other platforms, Charles approached Facebook with a clean slate. This allowed him to develop a unique strategy based purely on business results rather than preconceived notions.

Recent Achievements

Recently, Charles was nominated for the "Best Operator" award by Triple Whale, a significant achievement within the industry. Although he didn’t win, the nomination itself was an honor, especially being in the company of exceptional talent like Renee from Marine Layer.

Changes in Facebook Ads

As we fast-forward to the present day, I asked Charles about the recent changes in Facebook ads that businesses might not yet be aware of. Notably, he mentioned the Advantage Plus campaigns. Here are some insights:

  • Underpriced Attention: Facebook is currently offering a discount on the attention garnered through Advantage Plus campaigns. This is their strategy to shift consumer behavior and invest in advertiser success.

  • Historical Context of Changes: Historically, Facebook has seen major shifts, especially with the introduction of the conversion pixel and subsequent changes such as iOS 14. Charles views Advantage Plus as another significant shift in advertising strategy.

Benefits of Advantage Plus Campaigns

Charles shared that the Advantage Plus campaigns enable advertisers to:

  1. Target Buying Intent: These campaigns focus on not just any user experience but specifically drive towards users who are ready to make a purchase.

  2. Streamlined Ad Creation: With Advantage Plus, advertisers are encouraged to put forward only their best ads, ensuring that only high-quality content is promoted.

  3. Performance Boost: Advertisers adopting Advantage Plus are currently seeing a significant uptick in performance metrics.

Crafting Effective Creative Strategies

We also dove into what creatives are working well currently, and what mistakes brands are making. Here are some thoughts from Charles:

  • Mistake of Copying: One common error brands make is trying to chase the latest ad format or style that other brands are using. Instead, they need to focus on their unique identity.

  • Authentic Representation: Knowing your own brand voice is fundamental. If a company like Liquid Death tries to produce a standard Gap-style ad, it won't resonate. The key is to stick to your identity and communicate effectively with your audience.

  • Testing and Iteration: Charles emphasizes that businesses should embrace testing and allow themselves to fail occasionally. It's through that testing that successful strategies can be identified.

Insights on TikTok

Transitioning into discussions around TikTok, Charles noted that:

  • Content Suggestion Engine: TikTok is unparalleled in terms of its ability to suggest engaging content incredibly personalized to each user. The platform offers an aggressive content suggestion model that continues to learn from user interactions.

  • Ad Performance Duration: Unlike Facebook, good TikTok ads typically have a lifespan of only a few weeks, requiring continual refreshment of content to remain effective.

Harnessing AI

To conclude, we discussed the integration of AI into marketing, particularly with tools like ChatGPT. Here are a few key points shared by Charles:

  • Harnessing ChatGPT: Charles uses AI to generate creative ad copy and to analyze user behavior on platforms. He employs a targeted method known as the 322 method—three creatives, two headlines, and two sets of copy.

  • Market Research: By leveraging AI, brands have the ability to dive deep into consumer psychology and extract meaningful insights from user interactions.

Charles noted that exploring existing data and feedback gives brands a significant advantage when it comes to crafting their ads and understanding their market position.

Conclusion

Charles Titchner's insights highlight the dynamic nature of digital marketing and the importance of adaptability, creative identity, and the integration of innovative technologies. As always, I'm excited for the future developments in both Facebook and TikTok advertising and the role AI will continue to play in shaping these experiences.

Keywords

  • Facebook Ads
  • AI Marketing
  • Advantage Plus
  • Creative Strategy
  • TikTok Advertising
  • Market Research
  • Digital Marketing

FAQ

Q: What is the Advantage Plus feature in Facebook Ads?
A: Advantage Plus campaigns optimize ad spending by targeting users who are ready to make a purchase while only promoting the highest quality creatives.

Q: How long do TikTok ads usually perform well?
A: TikTok ads typically have a performance lifecycle of only about two weeks, requiring constant updates to maintain effectiveness.

Q: What should brands focus on for ad creative?
A: Brands should focus on their unique identity and how they communicate with their audience, rather than simply copying what competitors are doing.

Q: How can AI tools like ChatGPT be utilized in marketing?
A: ChatGPT can be used to generate ad copy, analyze consumer behavior, and assist in market research, offering insights that can drive better strategic decisions.

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